What is the problem?
The Red Light Vintage and Costumes brand includes a retail store, website and Instagram profile. All these parts have a different style and lack cohesion. How to breathe new life into the brand, stand out from the competition and establish contact with the target audience, as well as attract new customers?
What is the solution?
Create a new identity that will show that Red Light Vintage and Costumes is a fun, inclusive space with deep love for fashion and people, where everyone can find something that will be of particular interest to them.
Tools
Figma
Illustrator
Photoshop
Indesign
Skills
Branding
Advertising
Print
Visual
Team
Anastasiia Gulimonova
Timeline
01.2022 - 03.2022
or 11 weeks
Background
History
Red Light Vintage and Costume opened in 1996 and served 15 years for the Capitol Hill community’s funky, vintage-inspired, and retro clothing needs. It since has opened in University District. Red Light Vintage and Costume store carries a vast amount of vintage clothing, accessories, and shoes from the past 100 years. From 1930’s formal ensembles to vintage Levi jeans and obscure metal bands. locals of Seattle and tourists love to shop here to fill all their needs for their unique style. It is a small, locally owned business that likes to support the community (including local musicians and organizations). Red Light Vintage won 10 Local awards in the past, including the 2012 Seattle Weekly’s Reader’s Choice Best Indie Clothing Store and The Stranger’s Best Clothing Named After a Famous District.
Audience
- Locals, students (not for everyday casual clothing, but for special unique pieces. It’s not cheap, there are a lot of second-hand shops around)
- Artists, musicians, event organizers, and stylists
- Anyone who likes history or appreciates the quality of old years clothing
- Anyone who feels that shopping for vintage is like a treasure hunt with searching for a really special item
- Adepts of the slow fashion movement and waste-free philosophy
- Anyone who appreciates the story behind an every day item
Mission
Since 1996, Red Light Vintage has been Seattle’s biggest vintage clothing store that offers big selection of one of a kind funky, vintage-inspired and retro clothing & accessories that updates daily. Our fun inclusive space is open to every rebellious soul seeking for unique timeless style. With years of experience and deep love for fashion and people we help our customers to find the special piece right for them.
Position
We believe that individual style has no gender, age or time frames. That’s why we built a fun, inclusive space with big selection of one of a kind funky, vintage-inspired and retro clothing & accessories that updates daily. Our expertise and deep love for fashion and people serve community’s need to embrace the uniqueness in a big city.
Brand discovery
During the process of developing the brand style, we followed a simple recipe we created during the exploration phase: 60% unique, 30% timeless, and 10% rebellious. We always asked ourselves: does this design feels funky, inclusive, and as something, where everyone can find something exclusive for them? Does it follow our formula?
Final
Brand style guide
To provide clear understanding about brand design application we created a brand style guide. It includes 3 main chapter: our history, tool kit and touchpoints.
Touchpoints
Environmental
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Digital, Print
Summary
The new visual style fully satisfies all the requirements of Red Light Vintage and Costumes:
- The physical store, website and social media platforms have a cohesive look and feel visually connected to each other.
- The new style gives a clear understanding of the values, mission and reasons why Red Light Vintage is a special place for clients.
