Role: Concept, Art Direction, Design, Layout, Comp and Final Mechanicals. Concept to Completion.
Brash(TM), is a line of edgy affordable footwear, accessories and beauty items I designed for Payless Shoesource.
POSITIONING - Bright, trend inspired shoes, cosmetics and fragrances geared to spark the interest of the most fickle teenage mind. The brand speaks her language providing an outlet for her curious mind, bold heart, and sense of personal expression. BRASH is ...Bold. Rebellious. Artistic. Spontaneous. Heartfelt.
BRAND EQUITY AND ASSETS - Color and fragrance category. Target customer is a teen to mid-20's, youngest brand. Constant color and packaging refreshes to attract her short attention span and changing style & personality. An on-trend, fashion-foward, wild/experimental, "collage her life" brand.