Rookies Branding.
Rookies, a high-end clothing store that assists fashion design students sell and promoting their brand by stocking the shelves with their one-of-a-kind pieces. This two-way
partnership makes money for "Rookies" by stocking the shelves with one-off design pieces while promoting upcoming designers to a high-end clientele and the fashion market.
Wordmark: The Rookies word mark is compatible with the fashion industry with its serif typeface, but is altered at the double o’s to prompt the feeling of connection between student and industry. The connecting o’s is key to the idea behind the brand. The style guide and Packaging play off the stitching relating back
to the basics of sewing and the “rookie” student.
Color: Depicts a clean, high-end, sophisticated look in order to reach a market that is suited to provide optimal opportunities for students. Because black never goes out of fashion it is a primary color and speaks to the sophistication of the clothing and company brand. The golden wordmark would most often be foiled on packaging and market materials.
Visual Voice: Would be very fashion-forward and always on-trend. Like any fashion magazine, rookies' photography would be diverse and speak to the whole idea behind its company. The goal is to attract an exclusive market and would need to
be presented as expensive and high fashion.