Dizajn proces izrade strategije i vizualnog identiteta za modni brand

master's thesis

• Author: Mirna Kuntić
• Mentor: Mile Matijević (mentor)
• Committee member: Miroslav Mikota (član povjerenstva)
• Committee member: Mile Matijević (član povjerenstva)
• Committee member: Nikola Mrvac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2019-9-26, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Vizualni identitet predstavlja jednu od sastavnih cjelina branda proizvoda, usluge ili

tvrtke u njegovoj pojavnosti na tržištu. Jedna od primarnih funkcija branda jest

pojednostavljenje odabira prilikom kupnje odnosno konzumacije, s obzirom da uspješan

brand predstavlja set vrijednosti i karakteristika koje će kupca uvjeriti u ispravnost

odabira. U ovom diplomskom radu obrađuju se sastavni dijelovi anatomije branda,

njegove strategije te dizajn procesa izrade vizualnog identiteta za brand odjeće.

Teorijski dio rada obrađuje sastavne dijelove brand strategije koja se sastoji od svrhe,

obećanja i vrijednosti branda, njegovog pozicioniranja u odnosu na ciljnu skupinu,

osobnosti te kreiranja sadržaja i priče. Brand strategija manifestira se kroz vizualni

identitet branda čiju okosnicu čine logotip, tipografija i boje, a apliciraju se na širok

spektar materijala i dodirnih točaka branda s potrošačem.

Analizom branda unutar marketinškog miksa stvaraju se smjernice za izradu koncepta

te cijelog dizajn procesa koji je potkrijepljen upitnikom usmjerenim na potencijalne

kupce a koji ispituje njihov stav o proizvodnoj niši branda, očekivanim vizualnim

odrednicama te njihovom utjecaju na kupnju, a u suradnji s zahtjevima klijenta.

Nakon razrade dizajn procesa te izrade vizualnog identiteta branda, u zaključku se

navode razlozi i smjernice za odabir i kreiranje određenih smjerova unutar procesa

stvaranja.

Abstract (english)

Visual identity is one of the integral parts of a brand product or service in its appearance

on the market. One of the primary brand functions is simplification of buying and

consuming process, since a successful brand represents a set of values and

characteristics which ensure consumers correct choice. This thesis deals with

components of brand anatomy, its strategy and the design process of creating a visual

identity for a brand of hand-made clothes.

Theoretical part deals with the integral parts of brand strategy which consists of the

brand purpose, promise and value, its positioning in relation to the target group,

personality and content and brand story creation. Brand strategy is communicated

through the visual identity of brand, whose backbone consists of logotype, typography

and colors, which is applied to a wide range of print and promotional materials and

various touch points with the consumer.

Brand analysis within the marketing mix creates guidelines for concept development

and the whole design process, which is supported by a questionnaire aimed at potential

customers and examines their attitude towards the brand niche, expected visual

determinants and their impact on the purchase, all in collaboration with client wishes

and requirements.

After design process development and creating the brand visual identity, the conclusion

outlines the rasons and guidelines for selecting and creating specific directions within

the creation process.

• Keywords: vizualni identitet; brand strategija; marketinški miks; dizajn proces
• Keywords (english): visual identity; brand strategy; marketing mix; design process
• Language: croatian
• URN:NBN: urn:nbn:hr:216:400726
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-04-18 22:51:26