Propaganda is a brand strategy case study that shows various components of a student developed brand. The project involved creating an identity for Propaganda, including company literature. The study is then developed into an in-store strategy that continues the core of the brand into various touch points within the store.
Propaganda brand emulates a time in American society when patriotism was strong and people were positively thinking of their future; both as an individual and as a society. Inspiration stems from the 1940's WWII propaganda. Messages focused on changing social perceptions; achieving a desired result that is a change of the cognitive narrative as viewed by the target audience.
In this case, the narrative subject is today's general attitude about American unity and pride. People don't feel the same about America as they used to. Propaganda wants to change this perception through re-developing the sense of unity and pride toward American culture that was prominent in the 1940's. Every time a customer purchases an item from Propaganda they will also be experiencing; a flashback to 1940's American culture that exemplified unity and pride.
When we say unity, we are referencing 1940's American society when people banded together to achieve the government's call to actions. People were united in the war efforts: growing their own food, rationing gasoline, saving tin cans and knitting socks for the troops. When we mention pride we are referring to American's patriotism during the time. Citizens were proud of what their country stood for and what they were fighting for.
Propaganda is about bringing back these values of unity and pride into American culture.
Unity: Propaganda is committed to putting forth an American-positive brand with a consistent message exhibiting a focus on issues important to Americans as individuals, a people, and a nation.
Pride: Propaganda is proud to be based in America. Our brand imagery will reinforce this pride by showing Americans at work and play.
Our logo features an Eagle that is symbolic of American Federal Style. It has a star and stripe motif that project unity and pride for the US, just like our American flag.
The colors chosen for our brand fit with the visual and symbolic representations of the 1940's.
Propaganda will incorporate several taglines to use across varying promotional vehicles. Each tagline is reminiscent of 1940 wartime propaganda messages.
"Propaganda Get Some"
"Choose Propaganda"
"Choose your own. Wear your own."
"Band Together"
"Support America, Buy Underwear"
America's role in WWII was a unique time for society; men were overseas supporting their country and women took on jobs and acted as the stable force within the home. Our brand wants to capture these unique social circumstances and utilize them within our strategy.
Propaganda as a brand will encompass the WWII propaganda, but we will achieve this goal differently for each gender. The males were majority soldiers during WWII. We want them to see Propaganda as a brand that instills patriotism. Their line will be more aggressive and militaristic.
The women's line wants to capture the essence that women were empowered to make a difference at home. Their line will be more soft and feminine, but still have an underlying element of empowerment which will be achieved through all communication vehicles.
We will unite these two strategies using pin-up art. Pin-up art became a popular art style for both men and women during the 1940's. It is a style that features glamour models, fashion models, and actresses in sexy poses. It is considered a classic element of American pop-culture. Propaganda will use the pin-up style art as a part of their identity.
Our main medium for marketing our brand to the consumer will come from print advertisements featuring hand drawn illustrations, with only the Propaganda underwear in color. Print advertisements in high end fashion magazines will be our best outlet because we are targeting the high end market for men's' and women's' underwear.
Nick Cruz- Creative Director
Deidre Humphery- Design Manager
Caitlin Williams- Business Strategist
Aimee Cox- Brand Strategist
Jeff Hannig- Art Director
Allison McKeever- Graphic Designer
Illustrations by Andrew Imamura