Monarch goods.

• Main Author: Yip, Philmon Hao Jian.
• Other Authors: Paul Kohl
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Visual arts and music::Drawing, design and illustration
• Online Access: http://hdl.handle.net/10356/52378
• Institution: Nanyang Technological University

My project, titled Monarch Goods, is a branding campaign. Monarch Goods is a retail company that specialises in fine leather shoes and accessories. The main difference for my project is that instead of just creating a brand identity for a fictional company, I intend to do it for real. In addition to crafting the brand identity and branding campaign - I will also design, produce and sell the brand and its product. My rationale for the project is simple. In the course of my studies in visual communications, I have undertaken many branding projects. Therefore, I feel that it is a natural progression for my final project to be executed outside and beyond the confines and relative safety of school. There is no better gauge for a campaign’s success and effectiveness than in the real world. The target audience for Monarch Goods is the modern executive aged between 18 to 45 years old. This group of people are often more stylish, discerning and have the spending capacity. The overarching plan is to create a brand identity that exudes style and trendiness, with a focus on handcrafted wares and high quality materials. Monarch Goods will establish itself as an authority on leather and artisanal shoe-crafting methods. When the consumer thinks of Monarch Goods, the keywords ought to be ‘handcrafted’, ‘leather’ and ‘experts’. This branding campaign will be achieved through a combination of physical and web-based deliverables. Physical deliverables include a look-book, business cards and invitation cards. Web-based deliverables include a website, a weblog and a Facebook page. The products, which are just shoes at the moment, will be designed and overseen by me and handcrafted by the leather artisans in Jakarta. I will make frequent trips to Jakarta to document the process, liaise with the artisans and to check on the quality and designs. The key progress indicator for my branding project would be that the target audience responses well to the brand. This includes the reach and interaction of Monarch Goods’ Facebook page, website hits and the potential buyer’s response.