This team work was a project I really loooooved doing. We had to analyse an existing brand with a strong and authentic corporate identity and then create a competitive brand (i.e. it could be quite different, but it should sell the same kind of products – shoes, in our case – and attract mainly the same target group). So after we had finished our analysis we created a complete corporate identity for our brand called “triebfeder”, a company selling moccasins. Our main brand values were humour, a pinch of adventure and consideration of others, as well as nature. I really liked thinking it all through and discussing some parts over and over again until we found reasonable solutions for our vision of the brand.
In this project I was mainly responsible for formulating the brand values, the target group, positioning and profiling and doing a swot-analysis. However, as we worked together very closely and gave each other a lot of feedback, I think the fields of work can not be really divided accurately.