Creative brief good hijab

1HIJAB FOR GOOD PROJECT /

BRAND ACTIVATION PROJECT

GOODHIJAB CREATIVE BRIEFPROPOSAL



Segala konsep dan ide dalam proposal ini adalah milik

Diyours Brand Design Agency. Dilarang mengambil

sebagian, memodifikasi, atau menggabungkan dengan

konsep lain tanpa sezin Diyours Brand Design Agency.


HOWDYTRENDMAKERS?

Diyours adalah Agency Brand dan Design. Bagi kami,

brand adalah mahluk hidup. Ia adalah ruh yang meng-

gerakkan jasad yang ditumpanginya. Dan kami di diyours,

menghidupkan Ruh itu untuk dicintai audiens Anda.

Perkenalkan kami,

FOR REBRANDING GOODHIJAB

90 DAYS


HOWDYTRENDMAKERS?

BRANDSTRATEGY


PLATFORM CONCEPT

SOCIAL COMMERCE FANDOM COMMERCEThe core competitiveness is to invite a lot of vendor but lack of product quality.

The core competitiveness is to invite a lot of fans from famous designer / hijab brand with curated hijab product

We recommend to evolving the existing platform, Social Commerce to the new platform, that is Fandom Commerce. The benefit of this concept is Hijab Good can spread the message of good mission quicly.


PRIMARY AUDIENCEMATURE

DEMOGRAPHICS

PSYCHOGRAPHICS

Female25-40 years (mature)

SES AB

Female17-30 years

SES AB

EARLY ADULTSECONDARY AUDIENCE

SEGMENTATION

Urban Well-educated Stylish Comfort-seeker

8HIJAB FOR GOOD PROJECT / HIJAB FOR GOOD PROJECT

AUDIENCE SPECTRUM

ProductQuality

Socialmission

By default, the brand is always promoting its high quality product. This value must be internalized to all of the merchants joining the brand.

This is intended to build the basic promise of the brand: quality.

On special seasons, i.e during Ramadhan, the social mission have to be highlighted more than usual.

This is the season when sales reaching it’s peak. Playing with the promise of quality, which has been built the whole time, enhanced by the experience of “social mission”, the brand will achieve it’s full performance.


BRAND POSITIONINGGOOD HIJAB is a Certified Brand for hijab product and muslimah who have social awareness. Good Hijab platform is a Fandom commerce who connected famous hijab brand / hijab designer and their fans which covered by social mission. We designed Good Hijab to express core value and customer benefit to achieve consistent communication at every touchpoint.

Ruang baik online maupun offline untuk melakukan transaksi dengan social

commission fee

Exclusive Partner dengan Designer Hijab yang

memiliki fanbase antusias dan siap berbagi misi

sosial

Pembeli loyal yang berharap mendapatkan nilai lebih dari sekedar

fashion

SOCIAL MISSION

PLATFORM FANDOMDESIGNER


SERVICE OVERVIEW

PRICE SAVING

FOR BUYER

FOR PLATFORM

BID MARGINFOR SELLER

FOR SELLER

GUARANTED REVENUE & NO COMMISSION

MINIMUM PRICE

FIXED PRICE

PUBLISH PRICE

MAXIMUM PRICE / BIDDING PRICE

SOCIAL REVENUE MARGIN

A common successful bidder can alway buy the product they want for a lowe price than they hope.

The Commission fee that between fixed price and minimum price will be used to social mission.

Designer can guarantee the minimum price without commis-sion fee and receive inventives a part of the platform margin


BRAND DEFINITION

BRAND EFFECT

BRAND VISION

BRAND SLOGAN

GOOD HIJAB is A Fandom Commerce by co-branding scheme that meets famous hijab brand/designer to their fans. They connected for one mission, doing Good Mission.

GOOD HIJAB helps you to be a better person by balancing the external beauty and inner beauty trough giving good mission to people who needs.

GOOD HIJAB will be an urban cultural trend by giving an excitement and joyful of social giving

BE BETTER WITH FASHIONGood Hijab will effect the value of "Good" to the audience not just for other, but also for themself. It will affect Good Style, Good Behaviour, Good Religion, and Good Social Environment

01

02

03

04

BRAND MANIFESTO


BRAND ATTRIBUTES BRAND NAME

SLOGAN

VISUAL CONCEPT

BRAND SPIRIT

TONE & MANNER

GOOD HIJAB

BE BETTER WITH FASHION

AUTHENTIC / PASSIONATE / SUSTAINABLE / INTIMACY

THE POWER OF "G"

CREATIVE / EXCITING / TRUSTWORTHY / EMPHATIC


Brand Experience Planning

External & Internal

Brand Experience Brand Design

Brand Activation

Platform Concept Design Guideline

Thematic Campaign

Brand Core Value Design Application

Tactical CampaignDesign Principle

Gamification

Brand Persona

Physical Evidence

Brand Slogan

Brand Image Keyword

Design Essence

THE POWER OF "G"


FANDOM COMMERCE

THE POWER OF "G"

CO BRAND PRODUCT

GOOD PRODUCT

BR

AN

D C

OR

E VA

LUE

BR

AN

D IM

AG

E KE

YWO

RD

SER

VIC

E F

EATU

RE

POSI

TIO

NIN

G

MORE THAN PROFIT

GOOD BENEFIT

DOPAMINE EXPERIENCE

GOOD EXPERIENCE

USER FRIENDLY

GOOD INTERACTION

01 | Product 02 | Process 03 | Price 04 | Platform

Good Hijab Provide best curat-ed hijab product by co-brand scheme with famous designer.

Good Hijab provides an exciting experience to participant in process of giving social.

With the same price, buyer has donating some profit for social mission.sosial.

Good hijab using personallanguage and selective media to interact with audience

EXCITING

Good Hijab shows the unique storytelling

way that can't see in the other hijab brand.

It is expressed look and feel with fun of the par-

ticipant

It is designed to show causality effect from the buyer to social mission by infograph & photo

We doing personal approach for every cus-tomer and treat to make

them feel special

UNIQUE SUSTAINABILITY INTIMACY


Brand Personality

Exciting, Fun

RandomExcitement

Brand Core Value

BRAND PERSONA

PHYSICAL EVIDENCE

BRAND SLOGAN

Trustworthy, Care

Certificate ofDonation

Emphatic, Personal Touch

Fandom Commerce

Thoughtful,Creative

Best Curating Hijab,Exclusive Packaging

BE BETTER WITH FASHION

GOOD PRODUCT GOOD BENEFITGOOD EXPERIENCE GOOD INTERACTION


Design Principle

DESIGN KEYWORD

BRAND IMAGE

KEYWORD

DESIGN PRINCIPLE

PASSIONATE INFINITY

Give and excitement

and pleasure by play-

ing in curiosity and

management satis-

faction. Design should

persuasive and eng-

gage the audience

Give a unique and

stylish experience

as a social trend,

not just a style.

So, the storytelling

should express that

experience

Good Hijab pro-

vides realistic solu-

tion rather than

suggesting just

idealistic future. So

design should clear

and informative

ENJOYMENTAUTHENTIC

Good Hijab meets

customers authen-

tically and advice

truly. Therefore

Good hijab express

warm image trough

photo that people

can feel enjoy.

EXCITINGUNIQUE SUSTAINABILITY INTIMACY


Design Essence

Design Principle Design Essence

THE POWER OF

"G"

be betterwith

fashion

Authentic Passionate

EnjoymentInfinity

Symbol

GraphicMotif

Color

Photo-graphy

Typeface

Iconog-raphy


GOALSFeature

Brand Slogan

Brand Concept

Brand Name

Brand Slogan

Brand Motif

Good Style,Good Life

Be BetterWith

Fashion

Be BetterWithFashion

Logotype ofGood Hijab

GOODHijab

The Powerof G

Brand SymbolBrand Motif

G


BRANDDESIGN


1

LOGO CONCEPT

HIJAB FOR GOOD PROJECT

Key Words

Authenthic

Reference

Passionate Enjoyment

Key Words

InfinityThe logo should portray the unique-ness and originality of Hijab for Good.

The logo should be cheerful, eye-catchy, aggresive, and dynamic.

Portray repetitive sustainability and usefulness.

Express joy, warm, and care.

The new brand needed to be flexible, with an identity that worked across the existing product range, yet also embraced a whole new range of products.

Hint

The logo also can be shown as a stamp certification, that will distunguish which is the hijab's who have good social mission


SOCIAL MISSION STORY

This is inspired by the story of Najat Vallaud-Belkacem, the first French woman to be appointed as Minister of Education, Higher Education, and Research, in France. Najat was an immigrant from a poor village in the Moroccan countryside. She is also famous with her childhood photo when she was a shepherd girl.

“You never knowwho you’re helping.”

The child you’re helpingis perhaps the next big inventor,the long-waited changemaker,or even our future leader.


2

COLLATERAL DESIGNCONCEPT

Hint Reference The design must represent the key words that have been given earlier. has a deriv-ative of design patterns that have been made. Cohesiveness and consistency are imperative in this process.

we want a consistent pattern design, unique, identical, and easy to remember. patterns that can be applied to any media that will support the Hijab for Good.

HIJAB FOR GOOD PROJECT


4

UI WEBSITEDESIGN

Hint

Reference

The UI of the website should be simple and user-friendly with good balance of clear-space. Simplicity aside, the color, themes, and fonts should be in tune with Hijab for Good new brand image.

PagesHome page. This page contains the high-light of the featured product, featured image slideshow, news (i.e. about social mission).

Store page. This is the main page of the marketplace. Each item that shown provide a quick look (for a sneak peak about it’s details), a buy button, a wishlist button, and a price tag.

Social Mission page. This page contains the information details about the social mis-sion. It also contains how to join or partici-pate on the social mission.

Social Mission page. This page contains the information details about the social mis-sion. It also contains how to join or partici-pate on the social mission.

News Updates. This page contains the update of recent event, the past, and the next. It also contains the progress update about current social mission.

Login/membership page. It’s cointain the details information of a member, the infor-mation about social mission that he/her participated in it, and the progress bar of character of the game we provide.


5

PROMOTION TOOLSCONCEPT

Hint Reference It contains image of the product and the Info about the promo, and designed with pattern, fonts, and color theme that match the product but still represent the identity of new brand of Hijab for Good.

Layout Composition40-50% Product Image. Use real pho-tograph of the product. Stay away from stock photos.

25-35% Text. It contains the info of the promo, the product, and other details that needed.

25-35% Clear space.

25HIJAB FOR GOOD PROJECT / 6

VISUAL IMAGERYCONCEPT

Hint Reference When using illustration and photography, choose images that express product rele-vance, information, and delight. Strive for images that represent genuine stories and avoid for using stock images, because it can feel inauthentic. Create an immersive story and a sense of context. Define the mood through visual storytelling.

If the product was a cloth, the photogra-phy of the product should be weared by a model. it can be indoor or outdoor scene.

For Social Mission Story, we express the image by impactful & extreme condition photos that will gain people awareness at the first sight.

We also use illustration image with Art Noveau Style.


7

COMPANY PROFILECONCEPT

Hint Reference It is media to tell other about the Hijab for Good. It’s contains a company overview, what’s provide and mission it brought, the culture, the products, and the goal.

The layout design should be provide high readibility and leagibility and space effi-cient.


BRANDACTIVATION

28HIJAB FOR GOOD PROJECT / HIJAB FOR GOOD PROJECT /

GAMIFICATION

Customers can spend their G-points to upgrade their levels on certain Goodness Track.

There are 4 Goodness Path

The expert’s pathEach point spent in this track allocated to support the sewing class.

Level 1

The director’s pathEach point spent in this track allocated to support the entre-prenial skills education.

Level 1

Each point spent in this track allocated to fund the underprivi-leged youth for their education.

The professor’s path

Level 3

Each point spent in this track allocated to the empowerment of youth through skills.

The multitalent’s path

Level 2

GG

For each purchase, customers are reward-ed with "Goodness points" (G-points). The number of "G-points" customers obtain are determined by the type of product and the amount of product they purchased (eg. 1 scarf X = 10 G-points, 1 scarf Y = 5 G-points).

The G-Points

29HIJAB FOR GOOD PROJECT / GPoints Implementation on Web/Apps

GoodHijab Logo

Your G Points

Level 01Expert Path

Level 03Directors Path

Level 02Multitalent Path

Level 05Proffesor Path


For some people, wearing the hijab is a tough decission. Faced with rejection or even alienation from friends or family, they need someone to support them.

Send a warm message through personalized packaging, that convey beautiful traits of muslimah. We may also put invitation to attend a community gathering.

ACTIVATION CAMPAIGN

Special PackagingNot only the hijab/scarf, the welcome pack is also contains halal cosmetics from co-branding partner.

Co-Branding with CosmeticsThis is a social media campaign to promote the warmth of muslimah sisterhood. During the campaign, people share the photos & stories of their family/friends who are new to hijab. The best stories chosen are awarded with the Welcome Pack.

Welcome Pack


HUNGRY MARKETING

RANDOM EXCITEMENT

BRAND AMBASSADOR

We Sell limited product with Big Value. So, be the first buyer before sold out.

Whatever we sell, it always make you satisfied. So, you don't need choose the product. Just wait our package came at the door and you will surprise.

Our Idea is Collective Idea. So everyone will be the ambassador with pleasure, even a famous public figure.

MARKETINGCOMMUNICATION
