Kuntić, Mirna (2019) Dizajn proces izrade strategije i vizualnog identiteta za modni brand. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Matijević, Mile].
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Abstract
Vizualni identitet predstavlja jednu od sastavnih cjelina branda proizvoda, usluge ili tvrtke u njegovoj pojavnosti na tržištu. Jedna od primarnih funkcija branda jest pojednostavljenje odabira prilikom kupnje odnosno konzumacije, s obzirom da uspješan brand predstavlja set vrijednosti i karakteristika koje će kupca uvjeriti u ispravnost odabira. U ovom diplomskom radu obrađuju se sastavni dijelovi anatomije branda, njegove strategije te dizajn procesa izrade vizualnog identiteta za brand odjeće. Teorijski dio rada obrađuje sastavne dijelove brand strategije koja se sastoji od svrhe, obećanja i vrijednosti branda, njegovog pozicioniranja u odnosu na ciljnu skupinu, osobnosti te kreiranja sadržaja i priče. Brand strategija manifestira se kroz vizualni identitet branda čiju okosnicu čine logotip, tipografija i boje, a apliciraju se na širok spektar materijala i dodirnih točaka branda s potrošačem. Analizom branda unutar marketinškog miksa stvaraju se smjernice za izradu koncepta te cijelog dizajn procesa koji je potkrijepljen upitnikom usmjerenim na potencijalne kupce a koji ispituje njihov stav o proizvodnoj niši branda, očekivanim vizualnim odrednicama te njihovom utjecaju na kupnju, a u suradnji s zahtjevima klijenta. Nakon razrade dizajn procesa te izrade vizualnog identiteta branda, u zaključku se navode razlozi i smjernice za odabir i kreiranje određenih smjerova unutar procesa stvaranja.
| Item Type: | Master's thesis - Graduate Programme |
|---|---|
| Mentor name: | Matijević, Mile |
| Thesis Committee: | Mikota, Miroslav and Matijević, Mile and Mrvac, Nikola |
| Defence date: | 26 September 2019 |
| Abstract in english: | Visual identity is one of the integral parts of a brand product or service in its appearance on the market. One of the primary brand functions is simplification of buying and consuming process, since a successful brand represents a set of values and characteristics which ensure consumers correct choice. This thesis deals with components of brand anatomy, its strategy and the design process of creating a visual identity for a brand of hand-made clothes. Theoretical part deals with the integral parts of brand strategy which consists of the brand purpose, promise and value, its positioning in relation to the target group, personality and content and brand story creation. Brand strategy is communicated through the visual identity of brand, whose backbone consists of logotype, typography and colors, which is applied to a wide range of print and promotional materials and various touch points with the consumer. Brand analysis within the marketing mix creates guidelines for concept development and the whole design process, which is supported by a questionnaire aimed at potential customers and examines their attitude towards the brand niche, expected visual determinants and their impact on the purchase, all in collaboration with client wishes and requirements. After design process development and creating the brand visual identity, the conclusion outlines the rasons and guidelines for selecting and creating specific directions within the creation process. |
| Uncontrolled Keywords: | vizualni identitet, brand strategija, marketinški miks, dizajn proces |
| Keywords in english: | visual identity, brand strategy, marketing mix, design process |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 70 |
| Callnumber: | MAT 2019 KUN |
| Inventory number: | DB842 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 13 Jul 2020 08:12 |
| Last Modified: | 13 Jul 2020 08:12 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/3142 |
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