BIRCH LANE DIGITAL BRAND DIRECTION
CREATE EDITORIALLY-BASED BRAND & DIRECTION GUIDELINES FOR BIRCH LANE
RESPONSIBILITIES
Brand & Art Direction
Design Direction
Key Direction Liaison
Developed Creative Content & Direction with Creative Director, Marketing Director, Art Director & Stylists
DESIGN PROCESS
RESEARCH
Competitive Analysis
User & Style Profile Design
DEFINE
Update Brand Definition
Design Direction
IDEATE
Color, Materials & Finish (CMF)
Image & Product Direction
PROTOTYPE
Bi-Monthly Seasonal Direction
Art Direction
IMPLEMENT
Brand Book Development
Launch Brand Update
ITERATE
Review Successes & Failures
Redefine Trend & Update Assortment
EDITORIALLY-BASED BRAND & USER PROFILE DIRECTION
SEASONAL BRAND STORY, PRODUCT & CMF DIRECTION
BI-MONTHLY SEASONAL DIRECTION CREATED FOR SIX USER PROFILES
BIRCH LANE RELAUNCHED BRAND DIRECTION ACROSS SITE, PHOTOGRAPHY & MARKETING ASSETS
BIRCHLANE.COM SITE REDIRECTION AND BRAND UPDATE
BIRCHLANE.COM SEASONAL STYLE DRIVER
EDITORIALLY-BASED PHOTO STYLE REDIRECTION
READJUSTED STYLE & PHOTO DIRECTION DRIVES USERS TOWARD EASY-TO-ACHIEVE RESULTS
STYLISH, VERSATILE AND BRAND-CONSISTENT
ENTICING “PRODUCT-RICH” PHOTOS = MORE EFFECTIVE “SHOP THE LOOK” EXPERIENCES