Graphic Design Facility - the freelance work of Dan Cadell

Etta from Etta runs a very successful & ambitious enterprise sourcing clothes from around the globe; putting together a coherent stylistic package & then reselling them through the Internet through her branded entity. The challenge was to create a brand that was striking & represented the Etta ethos but also connected with her customers in a punchy, meaningful and memorable fashion. Originally Etta wanted a very ethical, amorphous logo, but as development progressed, it became clear that the type of people that Etta clothes are worn by, would be brought into clear focus with a striking, contemporary & bold image. Although the clothes are ethically sourced Etta was trained in Fashion at The Chelsea School of Art and the clothes are in actual fact very stylised, ethical and have a contemporary twist. This background formed the core foundations for development.

After a comprehensive consultation, which looked at the ethos of Etta & how an interconnect could be created with the marketing & sales strategy, the resulting logo and the visual framework for the brand developed. Once we were confident of its effectiveness, which included seeking feedback for the visuals from a range of customers which typified the Etta target demographic, the new image was launched & has proven very successful across the board. Because the brand is easily recognisable & original, it has become the ideal foundation on which to build marketing and advertising channels. Of course Ettas passion & style is the true brand, but without a structured and effective way of communicating this from within the business and its touch points with the public, it would have been very much limited in it's scope. In fact, now Etta has extra confidence in her brand, ideas are rife - the confidence in the visual framework & its ease to develop new avenues coherently continues to be a motivation. Ettaa continues to go from strength to strength.

Conclusion: Etta has a striking & memorable visual identity that will not age quickly. It fits the fundamental ethos of what she is about, & crucially is central to all aspects of developing and pushing her brand forward in a coherent targeted way. These outcomes are the specific requirements & features that were identified as essential to the brand mix - ingredients that were isolated during the detailed development of the brief for a clear & effective strategy.  The devil is in the detail - another happy client.