Cape Shark Holiday Campaign
Cape Shark, a small apparel business on the South Shore of Massachusetts, founded by a couple with expertise in business and fashion, offers versatile apparel in a diverse color palette. While personable, the brand needed a stronger online presence.
The Cape Shark Holiday Apparel Launch project aimed to increase visibility for a specific product line within the competitive holiday market.
Overview
Design Process
The project began with qualitative research to understand the brand’s visuals and their online persona. To gain insight, I gathered visual examples from all of their different forms of media. My group and I also produced a SWOT analysis (left) of the brand to get an idea of where we needed improvement.
After analyzing the brand, we collected the Holiday Campaign specific color scheme (right), our social media plan, and inspiration so we can maintain the continuity across the platforms.
Demographics:
Age: Primarily young adults (18-35)
Gender: Predominantly female, but also appealing to a growing male audience interested in sustainable fashion
Interests:
-Fashion and trends
-Sustainability and eco-consciousness
-Social media and online culture
-Active and outdoor lifestyle
Values:
-Authenticity and individuality
-Social responsibility and ethical consumption
-Self-expression through fashion
