Kalaia: branding through emerging technologies

• Autor(a) principal: Wethli, Isaline Julie
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/33446
• topic: Branding; Augmented reality; Advertising; Fashion; Technology

Companies have existed for thousands of years all over the world, however, brands are the personality of a company, and as people, a broad range of personalities can be found, just like brands. The choice and use of the appropriate brand language according to the business’s vision, mission and value create the correct perception to its targeted customers. The name, the logo, the colours, the imagery chosen is the face of the brand. This thesis presents how and why to choose appropriate brand language, bringing to it added value, such as understanding why purple is more than mixing red and blue, or why choosing a particular shaped letter is more than a angled line. Just as brands change, times change as well; it is important to take into consideration the era we live in and the eras your brand will live in, this being longer than its founders. With this is mind, it was important to understand what the technological trends of the decade are, and what to expect as the billboards of tomorrow. Augmented reality was a trend which caught my attention and decided to investigate and implement while projecting creation of the brand. Considering the objective of creating a fashion brand in a technological era, it was important to conduct case studies of fashion brands, understand brand language and how augmented reality is implemented in their advertisement. Kalaia, a swimwear brand, I created with the development of this thesis is the ensemble of both theoretical and projection components form this course. Kalaia, selling products made in Portugal, intends to sell more than swimsuits but a lifestyle, for daring, irreverent and adventurous women.