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Client Profile

Table of Contents

Creative Brief

Merchandise

Print Ad

Logo Design

Style Guide

Competitor Analysis

Mood Boards

Expanded Target Market

SWOT Anaysis

Founded in Wayne, Pennsylvania in the autumn of 1992, Anthropologie remains a destination for women wanting a curated mix of clothing, accessories, gifts and home décor that reflects their personal style and fuels their lives’ passions, from fashion to art to entertaining. We are committed, as always, to offering our cus-tomers signature products and unmatched service, both in our more than 185 stores throughout the United States, Canada and United Kingdom, and on anthro-pologie.com.

Our Story

PhilanthropieIn our products, you’ll find that it’s the stories behind them that inspire us. You’ll find them woven into the details of our designs, the artwork on display in our stores and the journeys we take in our catalogs. When it comes to helping out in our communities, it’s no different. We’re moved by the stories behind every one of our partners—the people and nonprofits whose individual missions vary, all work to improve the quality of life for our planet. Through hundreds of charitable events hosted by Anthropologie stores throughout the year, we are helping to spread the word and grow the communities where we live, work and play.

VisionAnthropologie is a lifestyle brand that imparts a sense of beauty, optimism and discovery to our customer. For her, Anthropologie is an escape from the everyday; it is a source of inspiration and delight, where innovative merchandising, customer centricity and a curated array of products come together to create an unimagined experience.

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Target AudienceYoung female professionals (20-35 years old)

IndustryFashion, Home Decor

StrengthsGreat Design, Easy to Use, Original

Products/ServicesOur assortment includes clothing, accessories, shoes, beauty, home furnishings, found objects, gifts and décor that exhibit influences ranging from vintage to global.

Tone / Current Design StyleArtsy, Natural, Organic, Pastels

NicheMid-Range/Affordable/Early Career Market

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Creative BriefPrepared by: Kara and Rachel

Background/Overview: this rebrand of Anthropologie aims to enhance an already successful brand, keep their design relevant, and prevent from any competition.

Unique Selling Proposition: our work will not only give this company a fresh look, but also make Anthropologie more relevant in the advertising world

Objective/Purpose/Goals: this rebrand will freshen the look of Anthro-pologie, excite current customers, and draw in new ones

Target Audience: young female professionals (20-30 years old)

Words that describe the visual appearence you want to achieve: Natural, Organic, Artsy

Taglines: “Lifestyle merchandising is our business and our passion. The goal for our brands is to build a strong emotional bond with the customer.”

“To do this we must build lifestyle environments that appeal emotionally, and offer fashion correct products on a timely basis.”

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rengths - Original design, median-range price, properly separated from sister companies in terms of price, demographics, etc.

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eaknesses - There is little advertising for Anthropologie, especially compared to its sister company, Urban Outfitters.

pportunities - Anthropologie could use a better advertising campaign as well as a fresh and bold new look, while still respecting its current organic and artistic style.

hreats - Online sites such as Pintrest or Etsy could threaten business by providing DIY alternatives compared to in-store purchases, or, if URBN Inc.’s marketing does not continue to be as successful, sister companies could begin to create internal competition.

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7 Expanded Target MarketName: Ella Thatcher

Gender: Female

Location: San Francisco, California

Income level: 71,000/yr.

Social Class: Upper Middle Class

Occupation: Designer for Meta Design

Education: BFA

Marital Status: Single

Hobbies: painting, drawing, journaling, design, hiking, biking, exploring/travel-ing.

Mini Bio: Ella has been working in the art and design industry for about 3 years. She is outgoing, friendly and intelligent. She loves trying new things, exploring and traveling to find inspiration for her designs and art projects. She wants to eventually become art director at Meta Design.

Mood Boards

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9 Competitor AnalysisAnthropologie, along with its competitors use organic mixing with their prod-ucts, rocks & minerals, colors that pop, and light or natural backdrops to display accessories (slate & tile mostly.) They also incorporate props into their creative photography, and use simplistic and unique patterns.

Free People

Urban Outfitters

Anthropologie

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11 Style Guide

Abraham Lincoln (headings, 30 pt.)Bodoni XT (full & abbreviated logo)Adobe Gurmukhi (body text, 12 pt.)

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Logo Design

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jewled necklace, $48nude shoes, $108sequined clutch, $60throw pillow, $30cream couch, $736

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Merchandise

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anthropologie.com

anthropologie.com