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

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

1/4

WEbsite 

Social Media Strategy

Personality

The storytelling liaison of the VCU & Richmond community.

Tone

Encouraging

Excited

​

Proud 

Inspiring

Logo

Use a profile picture, keep consistent across all platforms.

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.

liaison of the VCU & Richmond community

Handles

​

@VCUSHIFT

​

or

​

@SHIFTVCU

both are available 

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.