Resort style that requires no translation, regardless of the destination

Client Profile: Early 30s, frequents St. Barths, grew up yachting, loves resort wear so had the idea to create her own, called Alura. 

Task: Deliver a Brand Identity. Give the idea a backstory and purpose and create a roadmap to bring it to fruition. 

To combat the rising prices in the luxury resort and swimwear space, Client set out to create a competitively priced, premium brand that played by her rules. One that projected an image of luxury, stayed in the 3-figure and below range and didn’t sacrifice comfort and fit for style. Thus, Alura was born. A sophisticated yet sensual resort and swimwear brand engineered to inspire confidence amongst a range of body types and ages across the world.

Keeping Laundry Local

Client Profile: Investor-backed, USC student and entrepreneur wanted to rebrand and expand his wash and fold laundry service into an app and software utilized by local laundromats and college students and young professionals in Los Angeles and New York.

Task: Deliver a brand identity with comprehensive market research. Employ the market research to make brand differentiation recommendations to stand out in a saturated space. Help develop new logo and App Store icons. 

Analysis: Given the Client’s goal to become the most used wash and fold laundry service in the nation, and the number of competitors in the space, I placed a special emphasis on brand positioning. When consumers are faced with a pool of options, it is imperative to have a strong brand identity with a clear and concise value proposition.

Proposal Highlights 

Purpose Pillars: 1. Make laundry a seamless process for customers and laundromats 2. Bring business back to local laundromats 3. Provide people with a fast and affordable laundry solution that doesn’t compromise on quality and top offerings

Brand Differentiation: Heavy focus on community, quality and experience. Be more than just an average wash-and-fold laundry app.

Partner with local businesses to offer users exclusive discounts and perks within the app (restaurants, nail salons, spas, fitness studios, home cleaning services, etc.) 

Launch Content Idea: Create a short video series highlighting the stories of 3-5 local laundromats in NYC and/or LA that'll be on the app, as well as a couple of local businesses that will be offering special pricing for WAFL users.

Long-term Goal: Incorporate a technology that can integrate with Lyft/Uber so that laundromats and dry cleaners without delivery and pickup capabilities can utilize the network of drivers in the area. This will create more business for Uber and/or Lyft and will exponentially increase the laundromats’ bandwidth. Laundromats can focus on what they do best (laundry) and delivery can be handled by experienced drivers looking to make a few extra dollars on their routes.