brand strategy | product design | agency

Eveling -

brand discovery workshop, naming, logo design & collateral design

  los angeles, CA

 

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the canvas -

when the founder of Eveling reached out to us, he had hundreds of designs for his new line of evening gowns and a factory ready to produce them, but no clarity on how he would sell them or who he would sell them to. He reached out to Six Things for help connecting the dots.

 
 
 
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the workshop -

we joined Eveling’s founding team for an afternoon of visual exploration and creative expression with our signature brand discovery workshop. taking a deep dive into the minds of their target customers, we uncovered the founder’s vision while distilling the direction for a brand that would captivate his audience.

 

The Brand Discovery Workshop guided by Six Things helped my team and I choose how we wanted our brand to feel, and most importantly made sure each team member contributed to the brand creation process.”

Edan Lee, Founder of Eveling
 

the girls -

before we could attempt to define the brand, or name the company, we had to pinpoint the audience and develop an understanding of who exactly we would be speaking to. We established three target personas, women who, despite being in different stages of life, are united in their desire to look and feel beautiful for every special occasion.


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rachel, blushing bridesmaid, 26
Rachel lives in Boston with, Josh, her boyfriend of three years. She has disposable income, making over $80,000 and is constantly on the go between her career, book club, yoga classes and weekends away with her family and friends.

myriam.png

myriam, favored fiance, 33
Myriam lives in New York City with her fiance, Nick, and their labradoodle, Charlie. her weekends were once reserved for boozy brunches, museum tours and couples kickboxing, now she can barely find the time to catch her breath between dress fittings and cake tastings.

nancy.png

nancy, modern matron, 62
Nancy lives in Connecticut with her husband of 35 years. Nancy was a stay at home mom for twenty years and while she’s always been an exceptional hostess, she’s taken her skills to the next level since becoming an empty nester.

 
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the name -

When naming this brand, we sought to uncover a word that would capture the elegance and majesty of an evening to remember. we looked for a name that would capture the essence of a night spent dancing in billowing tulle or a moonlit kiss beneath the stars.

 
 
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the mood -

we knew that eveling’s brand colors needed to create an elevated and romantic experience that honored the significance of the events their customers would be shopping for, without making the brand seem inaccessible to the every-day-girl. the founding team was drawn to light, ethereal tones and by incorporating dusty rose and a rich plum, we were able to create a color palette that checked all the boxes.

 
 
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the brand -

WE took our findings from our brand discovery workshop and designed a logo and a visual brand we could seamlessly infuse into every detail and touchpoint, from the website to the packaging to the tag on each and every Eveling gown.

 
 
 

the
logo -

eveling-logo.png
 
 
 

the
color - 

dusty rose
web: #A27E85
pantone: 5005 C
cmyk: 0 22 18 26
plum
web: #735464
pantone: 3265
cmyk: 0 27 13 55
ash
web: #EEEEEE
pantone: cool gray 1 c
cmyk: 0 0 0 6
 

the
typography -

primary
futura pt: family
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accent
playfair: black
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a b c d e f g h i j k l m n o p q r s t u v w x y z

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