Estratégias de branding e design para uma marca de moda agênero

Abstract

This project explores branding and design strategies for the construction of the agender fashion brand Regino, focusing on a group of LGBTQIA+ young people, belonging to Generation Z, who seek to express themselves and identify themselves through a unique style without gender limitations (genderless). The work also analyzes the consumption patterns and needs of this audience, addressing essential concepts for brand development. Furthermore, essential concepts for the development of the project are explored, focusing on the harmonious and strategic relationship between design, branding and fashion in the brand's conception. Through the application of processes and tools based on design methodology, it became possible to prepare a detailed diagnosis of the brand's positioning, in addition to allowing the implementation of visual, verbal and experiential expression at various points of contact. This was achieved through its own visual identity and a collection of pieces inspired by the 90s and 2000s, which assertively communicates with the desires and needs of the public in question. In general, the project serves as inspiration and a source of knowledge for communication and clothing professionals and, mainly, designers who are interested in the fashion area.