Tonia DeBellis FIELD Case Inspiration Boards

During my third year at Seneca College for the FIELD placement project, we worked alongside the brand Tonia DeBellis and created a new sub-brand concept BUILT (Body Useful Innovative Lifestyle Trusted). Below is the variety of inspiration boards my group and I created to convey our concept idea. Also featured are new e-commerce mockups and social media marketing posts.

Target Board

BUILT has identified our target customer, she is 25-35 years old, with an active lifestyle. She is conscious of her food choices and body positivity. Her income is over 100 thousand annually and her wardrobe is quality over quantity. She is a traveler, she's athletic, and she's an outdoor enthusiast. Most of all, she values her relationships with colleagues, friends, and family. 

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Trend Board

Our trend board is used to show our earthy neutrals, metallic finishes, and coordinating sets, which perfectly embody the trends we are incorporating within BUILT. Some other key trends such as square neck bodysuits, flare leggings, and low back unitards have influenced the product line.

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Story Board

The built collection is made up of earthy natural tones, heating and cooling fibres, and metallic finishes. BUILT promotes longevity and innovation therefore our collection includes benefits such as odour reduction, anti-microbial properties, and thermal regulation.

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Concept Board

The brand name BUILT stands for Body, Useful, Innovative, Lifestyle, and Trusted. BUILT is centered around matching sets that are made with sustainable and innovative fibre technology. Each piece is composed of a heating or cooling fabric that is then treated with metals such as copper and silver. Enhancing our fabric with CuTech Copper and Biostatic Silver will provide skin-friendly and long-lasting benefits. 

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Brand Board

The brand board displays what the customers see when they unbox their BUILT by Tonia DeBellis package. Once the customer opens the package they see our poly bag which is designed for reuse, and are greeted with a BUILT thank you card. 

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Line Board

The line sheet shows the styles BUILT has created for Tonia DeBellis. The board shows everything from styles, collection colours, price points, and fabric compositions 

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E-Commerce Mock-Ups/Instagram Posts

The digital commerce mock-ups were created with the intention of developing a more user-friendly, modern, and interactive website. The main takeaway from each image is I made sure to include clear categories resulting in easy navigation through product selections. On a product, description page shown below will be suggested styles generated from similar styles or previous searches. Finally, the quiz is BUILT's main tactic in creating that personalized interactive experience. After taking the short quiz you are presented with multiple style suggestions perfect for you. 

Over on our social media, it's all about informing and inspiring the customer. The sample social media posts for Instagram include and detailed breakdown of the benefits and the construction of one of our best sellers. One of our main social media marking campaigns is my idea of what's called "30 days of outfits in November" each day an in-feed post showing a complete outfit with a BUILT set paired with a signature Tonia DeBellis jacket is shown to inspire our followers on what to buy.