PUBLISHING DESIGN: TASK 3B
24/09/2024 - 11/09/2025
Week 01 - Week 3
Adrianna Sofea Mohd Fauzi (0350661)
Bachelor of Design (Hons) in Creative Media
Publishing Design: Exercises and Task 3B
3. Final Outcome
Lectures 01 to 05 can be found here
For this last task, we are tasked with creating an Ebook for a brand guideline. This project aligns with Brand Corporate Identity: Task 4. However, since I am not enrolled in that module this semester, I need to develop a brand guideline entirely on my own, relying on independent research and study.
I am fortunate to have experience in branding, having collaborated with several brands to build their brand identities and manage the creative aspects of their development. For this project, I chose to create a brand guideline for a modest clothing line called “Thara,” which specializes in abayas from Dubai. The clients shared their vision and concept for the brand, and I worked closely with them to establish its identity and overall direction.
Previously, I created a catalogue for this brand, but I have not yet had the opportunity to design an interactive PDF. To begin, I conducted visual research on layout designs while simultaneously gathering essential details from the client, such as their brand profile.
Figure 1.1 Visual Research
After conducting extensive research, I began reorganizing the content and information for the brand guideline provided by the client, ensuring that all necessary details were accounted for. Mr. Hijjaz supplied me with the key elements to include, such as the Brand Profile, which encompasses the Brand Story, Mission & Vision, Target Audience, Brand Value, Unique Selling Proposition, Brand Personality, and Brand Positioning Statement.
Our Story
Curated for women who appreciate an elegant and refined look with a touch of modern and youthful vibes. Embracing a graceful and demure aesthetic, our collection showcases contemporary designs that seamlessly blend tradition and modernity. From flowing silhouettes to intricate details, each piece is thoughtfully crafted to bring out your unique sense of style. Discover the beauty of refined fashion and express your individuality with our elegant collection, infused with a fresh and youthful spirit.
Mission and Vision
Mission: our mission is to redefine the perception of Abaya fashion by introducing vibrant colors, youthful designs, and innovative styles that captivate the younger generation. We are committed to celebrating individuality and self-expression through our distinctive collection, which seamlessly blends traditional modesty with contemporary flair. With a focus on creativity and inclusivity, we strive to empower women of all ages to embrace their unique identity and express themselves boldly through fashion. By offering a fresh perspective on Abaya wear, we aim to inspire confidence, creativity, and a renewed appreciation for the timeless elegance of modest fashion.
Vision: To redefine modest wear in Malaysia, our vision is for every woman to effortlessly embody luxury and comfort in our elegant yet casual abayas. We aspire to revolutionize the Malaysian fashion landscape by changing perceptions and empowering women to embrace modesty as a daily expression of confidence, style, and grace. Through our timeless designs and impeccable craftsmanship, we aim to inspire a cultural shift where wearing abayas becomes synonymous with both everyday sophistication and comfort, setting new standards of modest fashion for generations to come
Target Audience
- Target market and customer segments
Demographic
Age: Primarily targeting women aged 20-45, encompassing a wide range of life stages from young adults to working professionals and mothers.
Income Level: Middle to upper-middle income bracket, with disposable income to spend on quality clothing items.
Location: Urban and suburban areas, where access to fashion retail outlets and online shopping platforms is readily available.
Buying behaviour
Fashion Consciousness: Women in this demographic are typically fashion-conscious and value stylish and trendy clothing that reflects their personal taste and preferences.
Value for Money: While quality is important, they also seek value for money and are drawn to brands that offer a balance of quality and affordability.
Online Shopping: Embracing the convenience of online shopping, they frequently browse and purchase clothing items from e-commerce platforms and fashion websites.
Influence of Social Media: They are heavily influenced by social media platforms, fashion influencers, and celebrity endorsements when making purchasing decisions, seeking inspiration and validation from online sources.
Customer needs and preference
Modesty with Style: Customers seek clothing that offers modest coverage while still being stylish and fashionable. They want to feel confident and elegant without compromising on their modesty values.
Quality Construction: Quality is paramount for customers, who value well-made clothing items that are durable, long-lasting, and withstand regular wear and washing. They are willing to invest in higher-quality pieces that offer better value in the long run.
Market Size and Growth
Size of target market:
Positioning Statement
Thara is dedicated to redefining modest wear in Malaysia by offering abayas with a modern and vibrant twist. By introducing bold colors, youthful designs, and the rare Farasha (butterfly) cut inspired by Dubai’s fashion scene, we aim to set new standards modestly. Thara envisions abayas as more than traditional attire, transforming them into versatility that blends elegance, comfort, and contemporary appeal. We aim to empower women to embrace individuality and confidence, making abayas an integral part of everyday wear for the modern Malaysian woman.
Brand Story
Thara was born from a vision to redefine the landscape of modest wear in Malaysia. With a deep appreciation for tradition and an eye for modern design, Thara blends vibrant colors and youthful styles with the timeless elegance of abayas. Celebrating individuality and inclusivity, the brand is dedicated to empowering women to express their unique identities through fashion that reflects both modesty and contemporary flair.
Mission and Vision
Mission: To redefine Abaya fashion by introducing vibrant colors, youthful designs, and innovative styles, celebrating individuality and empowering women to embrace self-expression and confidence through modest wear.
Vision: To revolutionize the Malaysian fashion industry, positioning abayas as symbols of elegance, comfort, and everyday sophistication, inspiring women to embrace modesty as a statement of confidence and style.
Target Audience
Women aged 20–45 in urban and suburban areas, including young adults, working professionals, and mothers. They belong to middle to upper-middle income brackets, are fashion-conscious, and value modest clothing that blends quality, style, and affordability. This audience is heavily influenced by social media and embraces online shopping for convenience.
Brand Value
Quality: Meticulous craftsmanship and attention to detail in every piece.
Community: Building an inclusive and supportive network of customers and collaborators.
Empowerment: Fostering confidence and individuality through trend-forward, versatile designs.
Unique Selling Point (USP)
Thara redefines modest wear by combining bold colors, youthful designs, and the trending Farasha (butterfly) cut, inspired by Dubai’s fashion scene. These elements transform abayas into versatile, contemporary pieces that seamlessly blend tradition with modernity, catering to the younger generation.
Brand Personality
Thara embodies a bold, confident, and inclusive personality. The brand reflects a modern, trend-conscious, and youthful spirit, celebrating creativity while staying grounded in elegance and modesty. Its approachable and empowering nature resonates with women seeking stylish, high-quality abayas.
Brand Positioning Statement
Thara is a pioneering brand that reshapes modest wear in Malaysia by offering innovative abayas that blend traditional elegance with modern sophistication. Catering to women aged 20–45, Thara celebrates individuality and empowers women to express confidence and style in their everyday lives.
The client emphasised on the importance of creating a brand that empowers women. They expressed how modest clothing not only embodies harmony but also serves as a medium to instill confidence and elegance in women. According to them, “Thara” is more than just a clothing line, it symbolizes a harmonious world where sophistication and timelessness take center stage. This essence is vital to their brand, as it conveys their mission to inspire calmness, confidence, and grace in every woman who wears their designs.
Figure 1.3 Table of Content
I organized the table of contents into a 3-column grid. I wanted the hover effect to not only change color but also include an additional element beside it, Thara's pattern. This pattern will appear dynamically as the user hovers over the buttons.
Figure 1.4 Brand Story
I added images for the brand story provided by the client. Additionally, I ensured the frames were curved to align with the brand's identity, as the logo calligraphy prominently features curved corners rather than sharp edges. Maintaining consistency in this aspect was crucial. Furthermore, I included a button that, when the user clicks on the founder's name, displays their image.
Figure 1.5 Monogram Colour Animation
I animated the monogram to change color when users hover over it, allowing them to view both primary colors that the brand will use.
Figure 1.6 Application (hovers)
Lastly, I added a hover effect to each application displayed, introducing an interactive and playful element to enhance the overall experience.
Figure 1.6 Application (hovers)
Lastly, I added a hover effect to each application displayed, introducing an interactive and playful element to enhance the overall experience.
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