Knix is a company that produces functional underwear and activewear. This project includes the redesign of the brand and addressing the client brief, including 'the pitch'.
Group Project
Hahyun Seo, Qamar Nasiha, Yulim Lee
Responsibilities
Brand research, Visual design,
Brand identity development,
Campaign idea development
Timeline
6 weeks
Software
Adobe Illustrator, Adobe Photoshop
This project is a school project within Seneca Polytechnic's Interactive Media Design Program. The objective of this project is to explore campaign ideas aimed at increasing brand awareness and expansion for Knix, a Canadian lingerie brand. In this project, I took on the role of creative director, leading the design process and focusing on enhancing the brand's visual identity.
Project Overview
This project endeavors to rebrand Knix, a Canadian brand specializing in functional underwear and activewear, positioning it as a leading eco-friendly company within the lingerie market. The objective is to enhance visibility, cultivate a positive brand image, and promote environmental consciousness through effective branding strategies.
Our Goal
To position Knix as a leading eco-conscious brand within the fashion industry by transitioning to sustainable practices, engaging consumers, and fostering a strong brand-consumer relationship.
Reposition the Brand: Establish Knix as a credible and reputable sustainable brand within the intimates industry.
Cohesive Brand Identity: Develop a consistent and unified brand image centered around sustainability across all platforms.
Customer Engagement: Encourage customers to join Knix's eco-conscious journey and create a community dedicated to sustainability.
Problem Statement
Knix is facing the challenge of aligning its brand identity and effectively communicating its sustainability efforts, leading to gaps in consumer perception and missed opportunities to establish itself as a leading sustainable brand in the intimates market.
Brand Key
User Persona
Journey Map
Smart Goal Framwork
The Sacred Six
Solution Overview
Solution Detail
Assets
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Creative Examples
TOFU
Consumers desiring eco-friendly yet convenient and comfortable underwear can easily engage with a tailored event on social media. Uploading customized posts will enhance interest and awareness of the event.
Collaborating with influencers, particularly those with a keen interest in environmental issues. The selected influencers will promote the event through post-social media content.
Visual poster for the event, easily shareable across various online and offline channels.
MOFU
To engage potential customers interested in the environment, create a landing page for an event scheduled on Earth Day. The page aims to provide easy access to information about the event and enhance participation accessibility.
Aiming to turn customer interest into a solid relationship by consistently delivering event-related updates, important dates, and relevant information through email to keep participants engaged.
BOFU
In the Love Earth campaign, participants have the opportunity to donate used underwear and, in return, receive a kit containing reusable pads and panties for free.
This approach aims to offer consumers a positive experience with the brand, allowing them to personally experience Knix's products while fostering a more favourable perception and memorable connection. Ultimately, by engaging in the Love Earth campaign, consumers are encouraged to make purchasing decisions that align with their positive experiences and connections with the Knix brand.
