metamorphosis brand manual

METAMORPHOSISBOUTIQUE

BRAND MANUAL

811 Wayne Ave Silver Spring, MD 20910 301.588.8901


TABLE OF CONTENTS

About Us ........................................ 4Research ........................................ 5Observations ................................. 6Surveys .......................................... 7Target Market ............................... 8Logo ................................................ 9Logo Black & White ...................10Clearance .....................................11Color Palette ...............................12

Typography .................................13Logo Size .....................................14Font Overview .............................15Incorrect Usage ..........................16Business Cards ..........................17Letter Head ..................................18Website ........................................19Shopping Bag .............................20

ABOUT US

Metamorphosis Wardrobe & Accessories Boutique started as Metamorphosis Jewelry Designs, offering unique statement pieces of jewelry and accessories. The items were sold at major trade shows, bazaars, special events, and home parties, and received rave reviews from our customers. They (customers) loved that total look, so hats, belts, bags, and eventually apparel, were added to the mix. After five years of overwhelming positive feedback, the owner, Sharon J. Bullock, decided to take her business to another level. With the booming new downtown Silver Spring, MD area, as her target market, she has chosen this area for her first store.

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RESEARCH

CompetitorsDirect Competitors:

• Simply Divine Boutique: Mostly occasion oriented clothing. Clothing for women looking for unique, iconic style. Their target are women ages 35 to 45.

Indirect Competitors:• Francesca’s Collections: Targeting

women with fashionable style, ages 25 to 35. Mostly sell casual clothing for day-to-day but have lines for a ‘Dress Up Collection’ and sleepwear.

• White House Black Market: Sell clothing for women, mostly working women. Their target audience are women in the work force ages 30 to 45.

Brand InsightMetamorphosis Boutique is already well established in the Silver Spring area. With employees that are knowledgeable and have distinct taste there is a great opportunity for growth.

Well established:1. Caters to customers wants2. Great customer service 3. Specialized product range

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OBSERVATIONS

Our team went to Metamorphosis Boutique twice; once on Saturday afternoon and again on Wednesday afternoon. Saturday the busiest day for the boutique and Wednesday is a regular day of the week. We conducted both observational research and surveys to conclude the best ways to reach the target audience as well as finding out who they are.

After observing the consumer for around five minutes, we went to survey them to them to see exactly what they are in Metamorphosis for. We also surveyed the employees that were there on both days.

Our team noticed, what we call the “yanked head affect.” What is the yanked head affect? It is when prospective costumers walk by the store, look while walking, and then keep walking.

From what we got to experience first hand while visiting the store, Metamorphosis has very unique pieces that are colorful, eccentric, and made for the woman who want to be noticed. With embellished sequined ruffles to cocktail dresses with a tail of silk sass, along with hats to dress up the simplest little black dress. With a hat to offer for every social event, Metamorphosis is the one stop shop for a Sunday’s best.

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SURVEYS

We conduced surveys to conclude the best ways to reach the target audience as well as finding out who they are. We also conducted surveys for the employees to get a better understanding of the boutique and its shopper.

ResultsBased on the primary research and the research methods conducted, it was found that approximately:

• 95% of costumers live within the Silver Spring area or 15 mins away• 100% are in the range of ages 40 to 60 years old• 100% are females with a college education• 83% are married• 95% are African American • 80% live a more conservative lifestyle • 79% stay involved with sports and physical fitness• 96% enjoy shopping, reading books, local papers and magazines and listen to local radio

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TARGET MARKET

Target Audience Discription:• Age: 40-60• Gender: female• Demographics: within the Silver Spring

area or 15 minutes further• Education: college degree• Income: medium to high 45-80 thousand• Marital status: married • Ethnic background: African American• Lifestyle: conservative, exciting, trendy,

and economical• Social class: middle class• Activities and interests: sports, physical

fitness, shopping, books, magazines, listen to local radio

• Attitudes and beliefs: environmentalist, security conscious

Meet Rose:Rose is 45 years old with a degree in Psychology. She lived in the Silver Spring for 10 years and works in D.C. and on her morning and afternoon commute she listens to local radio stations. She makes $50,000-$74,999 working in HR. She is married and has one daughter who is now in college. Rose likes to go to the gym at least 3 times a week and also follows up with her favorite magazines about the latest fashion in her free time. She cares about her environment at work as well as her neighborhood. She follows her favorite blogs online and goes on Facebook regularly to connect with old friends and contact her family across the country. Rose looks for a specific fashionable style that defines her. She looks for unique clothing that she can wear to work as well as to her out of work events.

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LOGO

A key unifying component of the Metamorphosis identity is the logo. Uniform application of the logo is important to reinforce the value of the identity. Our logo is widely recognized by our clients, prospects, and employees — projecting a unique combination of modernityand tradition.

Our logo is custom-designed and cannot be reproduced by ordinary typesetting. Use of approved electronic versions of the logo will ensure compliance. The Metamorphosis logo is the most important element of the Metamorphosis identity. Only Metamorphosis-approved artwork should be used. Never try to recreate, modify, or augment the logo in any way.

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LOGO BLACK & WHITE




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CLEARANCE

To ensure that the Metamorphosis logo receives the appropriate level of prominence in any communication, always surround it with the defined clear-space. Positioning text, graphics, or other elements within the clear space is not acceptable.


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Color is an essential component in conveying a strong and memorable brand. The consistent application of a color palette builds recognition and strengthens the Metamorphosis brand. Our most prominent colors, olive/green and pink/light pink.

These are unique colors among boutiques distinguishing our company and reinforcing our innovative spirit. The color has acquired significant equity among employees and external constituents and it has become closely associated with Metamorphosis.

As demonstrated in the color ratio chart above, the primary colors are used most

prominently in communications. Secondary and tertiary support colors are used for charts and as accents but never overwhelm the primary colors. Use the tertiary support colors only when more colors—in addition to the secondary support colors—are needed.

The primary and support color palettes are specified below to ensure color consistency across all media. Support colors can be tinted to provide a wider array of colors. Tints are only to be used for monochromatic chart treatments or when more colors—in addition to the secondary and tertiary support colors—are needed.

R: 220 G: 198 B: 200CMYK: 12/21/21/0#DCC6C8

Opacity: 80%RGB: 188/147/147C/M/Y/K: 27/44/34/0#BC9393

Opacity: 100%RGB: 188/147 /147CMYK: 27/44/34/0#BC9393

R/G/B: 211/219/204CMYK: 17/7/20/0%#D3DBCC

Opactity: 50%RGB: 139/157/157CMYK: 48/27/57/3%#8B9D7C

Opacity: 100%RGB: 139/157/157CMYK: 48/27/57/3%#8B9D7C

COLOR PALETTE

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LOGO SIZE


Minimum Size

The Metamorphosis logo can only be colored in or reversed from colors in the primary color palette. Never apply the logo (in print or in digital applications) smaller than the minimum size specifications below.

2’’2’’

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Typography is a key element of our visual identity. The consistent use of typography reinforces our dedication to precision and diligence. The fonts for Metamorphosis–branded communications offer the flexibility needed to communicate in way that is unique to Metamorphosis across a variety of media.

TYPOGRAPHY

Roboto – Thin

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Usage:Logo word, letterhead, writingimplements, business cards, pens,and other similar items.

Roboto Slab – Thin

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Usage:Logo wordmark.


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Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types. This is the normal family, which can be used alongside the Roboto Condensed family and the Roboto Slab family.

Roboto Slab – ThinABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Roboto Slab – LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Roboto Slab – RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Roboto – ThinABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Roboto – LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Roboto – RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

FONT OVERVIEW

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INCORRECT USAGE



Do not shrink logo. Do not change font of logo.

Do not stretch logo.

Do not change logo color.




METAMORPHOSIS BOUTIQUE

Do not flip logo upsidedown.

Do not move the word mark of logo.

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LETTERHEAD811 Wayne AveSilver Spring, MD 20910




Dear __________:

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridicu-lus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue. Curabitur ullamcorper ultricies nisi. Nam eget dui. Etiam rhoncus. Maecenas tempus, tellus eget condimentum rhoncus, sem quam semper libero, sit amet adipiscing sem neque sed ipsum.

Pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue. Curabitur ullamcorper ultricies nisi.

Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet.

Thank you,

Lin Park

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BUSINESS CARDS


301.588.8901

811 Wayne Ave Silver Spring, MD 20910

Mon.–Fri.: 11-9Sat.: 11–10Sunday: 9-8

Jane Doe, Owner


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WEBSITE


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SHOPPING BAG


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metamorphosis brand manual

Documents

women ages

target market

silver spring area

target audience

md area

divine boutique

casual clothing

oriented clothing