Brand Strategy

Project

Come up with a brand and put together an Integrated Marketing Communications (IMC) plan for it. Include a brand style guide, competitive analysis, creative brief, budget allocation/media plan, social media mockups, a magazine print ad, script for a radio ad, and a tv ad with a storyboard.

Role

Group collaboration with Britney Castellanos, Matthew Malsbury, David Pham Tran, Heine Pham, Tristan Zambrano.

Anon

After brainstorming about what kind of brand we would all like to create and work on, we settled on the idea of a contemporary shoe brand called Anon. Anon is a shoe retailer with one location in the Richmond/VCU area along with an online website/presence. We decided on calling the brand Anon (short for Anonymous), because we wanted to create a space where individuals can feel like themselves and not feel intimidated by the tight-knit culture that has been created around footwear.