RETAIL BRAND CREATION // Social Strategy

My Role

Research

Brand strategy

Social identity

Content ideation

Christopher Cole - AD

Camden Dechert - AD

Madeline Guzzo - AD

Ellie Proctor - CBM

Alexandria Reid - CBM

Amanda Yoon - CBM

Shannon Gill - Copywriter

Chelsie Kelly - Copywriter

Team

Shannon Gerety - Strategist

Allison Schneider- Strategist

Lauryn Goodlett - XD

Dani Loleng - XD

Joe Mrava - XD

The Ask

The Challenge

The Conclusion

Create a brand for a multifunctional retail space where past and present VCU students can showcase and sell their work to gain recognition. While informing the public about the significant impact VCU has on Richmond and the world beyond.

To develop a brand identity that evokes innovation and impact and reflects the retail space's inclusive, flexible and professional nature.

SHIFT

A dynamic platform showcasing the talent that changes ideas, perspectives, and culture.

How

we landed on

Innovation

Possibilities, collaboration, progress

1. WE WROTE every thought that cAME to mind on the whiteboard.

WE FLAGGED OUR FAVORITE THOUGHTS WITH POST-ITS.

MISSION

To introduce the diverse talent within the VCU community by providing Richmond with a takeaway of inspiration and product.

MANIFESTO

FOR INNOVATORS. FOR EVERYONE.

Our ideas? Infinite. Our potential? Limitless. Every day, we try something new. We are curious, adventurous, dynamic. We are committed to change.

But we’re not about moving on; we’re about moving forward. We want more, not more of the same. More ideas. More creators. More perspectives. And more opportunities to showcase them.

We are here to push that potential, not limit it. To open doors and break down walls. To embrace innovators and dreamers. To shift towards a brighter future.

Tagline

What's Next

This tagline is both a question and a statement and nods to the dual purpose of the space itself.

It elicits questions like — what’s next in the store? What’s next in the industry? What’s next for the community?

It also commands attention to the store — it states that what is in the store is the answer to all the questions it evokes.

Retail space

WEbsite

1/4

Social Media Strategy

Personality

The storytelling liaison of the VCU & Richmond community.

Tone

- Encouraging - Excited - Proud - Inspiring

Handles

@VCUSHIFT

or

@SHIFTVCU

both are available

Platforms

Instagram
This is where you’ll define your brand identity and showcase your creators.

Facebook

Use to connect with students & alumni. Share and promote content related to SHIFT.

Linkedin
Use to connect with alumni and the Richmond community. Share and promote content related to SHIFT.

Twitter
Great place for reaching out to the community beyond VCU & RVA.

Logo

Use a profile picture, keep consistent across all platforms.

Content Pyramid & Examples

We used a pyramid to organize and identify the type of content that shift could showcase online and remain true to its brand identity.