A brand strategy concept that follows my ideation of an app that gives outfit recommendation based on the climate and weather. The goal was to introduce the brand concept to the market following the ideation process from creation to execution, highlighting brand engagements and initiatives and developing brand and visual identity. The target audience is fashion lovers and novices who struggle with impulsive shopping and This strategy focuses on creating a brand experience from building awareness to lasting relationships with potential users and consumers. Along with the brand strategies, I developed an interface for what the app may look like and integrating the brand identity into a digital platform. 

For the brand identity, I wanted it to reflect on the brand’s core values—choosing an outfit can be fun, playful, and stress-free. The color palette draws inspiration from different accessories you may wear or use in different weather conditions like umbrellas, rain boots, and raincoats. Playing on the motifs of weather and climate, the name “button up” refers to what you may tell a family member or close friend before you head off into the weather conditions outside.