The Campaign
| The Sacramento Fashion Week campaign was a unique opportunity for Umbrella Haus to really showcase it’s abilities as a multidisciplinary design firm. It was important to us to utilize every resource we could in-Haus to keep costs down and control consistency through out the campaign. We started with branding.
The branding of Sac Fashion Week was the initial start and vehicle for the campaign. We decided to go with a typeface traditionally recognized in fashion with subtle elimination of full body character forms. To control the consistency of design and marketing, we developed a style guide complete with proper logo usage, a typography system, and a color palette that would be used throughout the entire campaign. The look and feel was further developed through a set of photographic concepts and ensuring that the logo was always present in anything that was produced to promote the week. This included press releases, contracts, media inquiries, etc. All components of the Sac Fashion Week campaign were produced in-Haus by our team of creative individuals. This includes photography, videography, website development, print design, etc. It was important to us to use our own photography rather than purchasing stock photos. Using our own photos helped add more credibility and impact to our designs. We made sure to include elements of our local community so that our target audience would have something to relate to. Usually it was a subtle detail such as a unique building facia, and other times it involved actually shooting a specific landmark location. Part of our marketing strategy involved the participation of local businesses. Any chance we had for photo and/or video shoots, we worked with a local business. This helped develop a buzz throughout the community because it encouraged those businesses to talk about what was going during shoots. Word of mouth marketing has always been the most successful form of advertising, so we tried to leverage that through unique collaborations with local businesses and talents. The Sac Fashion Week campaign will continue to grow as the event grows larger every year. The amount of ideas we have are endless and we can’t wait to get started on next year.
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Services Provided
Branding Design & Development Showcase Production
Motion Graphics |
