alvin valley - brand identity development strategy

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CREATIVE DIRECTOR PROJECT BRIEFCREATIVE DIRECTOR PROJECT BRIEF

Striking, Beautiful, Chic, Timeless, Feminine, Passionate,

Powerful, Perfect:

AlvinValley Actualization [Al-vin Vahl-lee-ak-choo-uh-luh-zey-shuh]

1. When a woman walks into a room and head’s turn, eyes widen, jaws drop, breathes hold and lips part. A moment of prowess and power.

2. A moment of complete confidence, creativity, style, daring, sexy and wild.

THE Women of Alvin Valley

CREATIVE DIRECTOR PROJECT BRIEF

Alvin Valley has been an icon in women’s fashion for over 20 years for a very specific reason: He knows a woman’s body. As the brand is poised for a refresh and rebirth, it’s time to take a look at how that talent for making women feel perfect on the outside, can be transmuted into connecting with women from a brand perspective as a whole.

HISTORICAL PERSPECTIVE

OBJECTIVES

MEDIA STRATEGY

Position Alvin Valley as a aspirational clothing brand that women want to connect to and then talk about. Increase online awareness of Alvin Valley as a niche designer brand through a campaign that creates anticipation and intrigue. Inspire women to feel awe-inspiring and in command of everything.

CREATIVE PROJECT BRIEF

• Develop simple media brand identity: a general theme that all outfacing artistic media embodies.

• Create an anticipatory launch of rebrand. • Create five, 10 to 30 second video vignettes to be shown on

website leading up to launch date. • The vignettes are a reflection of where the brand is

headed. • The objective is to create buzz around the launch of

something historically great, yet re-imagined for 2020.

CREATIVE VISION

CREATIVE PROJECT BRIEF

Vignettes: Women are complex, powerful, vulnerable and seductive. Women seduce men, women seduce women, and women have learned how to seduce anything into being what they want it to be. There are 7 STAGES of the ALVIN VALLEY WOMAN that we can pull inspiration from for our vignettes: 1. Discover 2. Experience 3. Rebel 4. Impress 5. Control 6. Define 7. All of them together = Alvin Valley

Passion, power and perfect: awe-inspiring. actualized. whole. perfect. realized. This is about adoring women and giving them the power of self-actualization: Connecting with women in order to discover what makes them feel dominant, powerful, submissive, demure, fun, flamboyant, sexy, sexual, commanding of a room, and deserving of attention.

BRAND FEELING

1 . Y O U D I S C O V E R

"Men may have discovered fire, but it was women who discovered how to play with it." Candice Bushnell

"Find out who you are and do it on purpose."

Dolly Parton.

3. YOU REBEL

4. Y

OU

IMPR

ESS

"Well behaved women rarely make history." Laurel Thatcher Ulrich

5. YOU CONTROL

It’s Alvin Valley's time to take back his market and be known again, not only as a specialist when it comes to a woman’s body, but also a specialist when it comes to a woman’s mind, passions, drivers, connection, fantasies and kinks, light and dark, powerful and demure, driven and decadent. Women come in all types: We want to connect with the smartest of them.

6. YOU DEFINE

7. YOU SET THE WORLD ON FIRE

“If you can be who you were meant to be, you will set the world on fire.” St. Catherine of Siena c. 1350

Summary of Production Costs Totals

Materials & Expenses / Pre.Pro. & Wrap

$2,560

Crew $5,500

Shooting Crew $1,100

Props; Wardrobe, Animals $700

Location / Construction $5,350

Equipment Rental $4,550

Film & Processing $3,500

Creative Director Fees $14,500

Grand Total $37,760

Retainer Fees (15%) $5,664



$2,560

Crew $5,500


All Sponsor $0

All Sponsor $0

Portion Sponsor $1000



Grand Total 22,660


Preferred Budget* Modest Budget

Preferred is the budget specifically for the optimal and essential support for the vignette campaign. The detail for this budget is attached as sample. Modest is a reduced budget which takes away production value for the vignette campaign. Full is only an estimate of developing the creative for the entire new Alvin Valley campaign. * Please see attached Preferred Budget detail.

CREATIVE BUDGET OPTIONS



$2,560

Crew $11,000


Double Props $2,000

Set $15,000

Crane/Helicopter $10,000



Grand Total $75,560


Full Branding Budget

alvin valley - brand identity development strategy

Marketing