WHAT IS RED LIGHT VINTAGE?
Red Light Vintage is Seattle's mecca for all fashion lovers.
It is a small, locally owned business supporting the community around them, including artists and musicians. It is a fun and inclusive space with its unique voice but lacks a cohesive style.
DELIVERABLES
Complete rebrand of Red Light Vintage & Costume
Brand book with comprehensive guidelines
Print and web collaterals
PROBLEM TO SOLVE
Since 1996 Red Light Vintage has been Seattle’s biggest vintage clothing store offering an extensive selection of one-of-a-kind funky, vintage-inspired, and retro clothing & accessories that updates daily. This fun, inclusive space is open to every rebellious soul seeking a unique, timeless style. However, this legendary place lacks a cohesive style that would speak to its values. How might we express the very soul of Red Light Vintage through holistic visual concepts, environmental elements, web and social media settings, and print collaterals concomitant with every purchase?
SOLUTION
The goal of rebranding was to attract new customers, intrigue the loyal audience and strengthen the brand's presence on social media. Understanding the brand statement and the target audience allowed us to create visual concepts embracing the Red Light Vintage's uniqueness. The book of guidelines allowed us to create all sorts of collaterals cohesive in style and message.
TIMEFRAME
11 weeks
TEAM
Daria Ponomareva
ROLE
Branding
Art Direction
Layout
Web Design
TOOLS
InDesign
Photoshop
Illustrator
Procreate
Figma
Miro
WHAT was THE PROCESS?
We started with the research. What is the brand about? What makes it stand out? Who are its main competitors? Who is its target audience? The next step was to word the brand positioning: mission statement and tagline. After those phases were complete, we began working on visuals: creating a concept board and the guidelines. The brand book allowed us to stay in a cohesive style while creating brand collaterals.
MISSION STATEMENT
Since 1996 Red Light Vintage has been Seattle’s biggest vintage clothing store that offers big selection of one of a kind funky, vintage-inspired and retro clothing & accessories that updates daily. Our fun inclusive space is open to every rebellious soul seeking for unique timeless style. With years of experience and deep love for fashion and people we help our customers to find the special piece right for them.
BRAND PROMISE
We believe that individual style has no gender, age or time frames. That’s why we built a fun, inclusive space with big selection of one of a kind funky, vintage-inspired and retro clothing & accessories that updates daily. Our expertise and deep love for fashion and people serve community’s need to embrace the uniqueness in a big city.
WHo are the customers?
Locals, students (not for everyday casual clothing, but for special unique pieces - it’s not cheap, there are a lot of second hand shops around);
Artists, musicians, organizers and stylists;
People, who like history, appreciate quality of old years clothing. Also they feel that shopping for vintage is like treasure hunt when you are searching for a really special item;
Some of them like way to experience a different life through clothing: "Who wore it last?" and "What was her life like?"
Adepts of slow fashion movement and waste-free philosophy.
BO | they/them
Stylist and buyer| 40
Inspired to start shopping vintage because of Stranger Things fandom. An in-store buyer, a social shopper with friends. Gets inspiration there but finds clothing too expensive, often pricier than thrift stores.
Likes art and fashion and finding style inspiration.
Dislikes Spending too much on clothes, mass market, and family dinners.
SARAH | she/her
Student at UW for Social Sciences | 21
Inspired to start shopping vintage because of Stranger Things fandom. An in-store buyer, a social shopper with friends. Gets inspiration there but finds clothing too expensive, often pricier than thrift stores.
Likes art and fashion and finding style inspiration.
Dislikes Spending too much on clothes, mass market, and family dinners.
The brandbook
A brand book is a complete guide that explains the and covers all the brand’s details and standards. It starts with presenting the brand’s mission, core values, and it goes all the way through design aspects like logo, colors, typography, and imagery.
The logo
The primary logo is the wordmark with an accentuated first letter of the brand name and a bright circle representing the concept of the wild pearl - unique precious item.
The touchpoints
The real-life examples of how the brand identity is expressed for different collaterals: a brochure and a bag accompanying the purchase, environmental and wayfinding elements, website prototype and email template, the photo curation rules for social media accounts.
