Brand Strategy for a Global e-Commerce Company
When a Dubai-based e-commerce company approached Zeitgeist for its brand strategy, we facilitated a face-to-face brand development workshop to ascertain the main value of the business – to connect fashion enthusiasts to unique products across the globe, via an online fashion and style community that is global, everchanging and inspired.
We needed to dig deep to find pillars strong enough for the brand to stand on, especially on a global platform. Sensitivity to the local market was primary, yet the appeal had to traverse multiple cultures for global acceptance. Zeitgeist positioned the brand on strategic digital platforms, with a clear communications strategy to rapidly reel in ROI, as the business was designed to be fairly large on inventory.
The identity was created as the embodiment of three core attributes – expressive fashion, global fashion & democratic fashion. We developed the brand to represent a lifestyle, not just a collection of products, and wove in colour and texture that positioned the brand as exclusive and modern. The monogram was designed to represent the port that Fashion Harbour’s core business was framed around.