Harmos
Brand creation for an American clothing rental subscription startup that aims to enhance and simplify the styling process.
Research
The target consists of white-collar women living in urban and suburban areas of US who love quality fashion and strive to look polished and stylish at work and in their social lives.
After conducting a deep research, I noticed that the target encounters several problems in the styling journey like time-consuming selection and creation of daily outfits, dealing with dress codes, the will to change clothes frequently, and the difficulty of finding a service that satisfies these needs.
Audience personas
I created two audience personas to tailor the brand more effectively around the target.
EARLY 30’S LAURA
The first persona is passionate about fashion, with a strong desire to express her style, even at work. Laura is ambitious, seeking per- sonal and professional development, and uses fashion as means to boost her self-esteem. She is inspired by fashion shows, so- cial networks and influencers, and strives to balance quality and price. She prefers changing her styles frequently and finds the daily creation of outfits and wardrobe management stressful.
EARLY 40’S KATE
This persona profile loves fashion but doesn’t always follow the lat- est trends, using style as a sign of professionalism and self-care. She enjoys being well-dressed and good-looking while having to balance personal taste and dress codes. Kate seeks professional development, likes to spend time with her family, and finds inspira- tion in magazines, fashion shows, peers, and store windows. Find- ing it time-consuming to scan designers’ collections, create daily outfits, and manage her wardrobe, she has tried clothing rental subscription services but desires a simpler and more transparent service. Valuing quality over price, she takes inspiration from mag- azines, fashion shows, peers, and store windows.
Brand DNA
After exploring different territories, I chose the harmony concept, believing it is perfect for a company that aims to simplify and enhance customer styling process and overall well-being. The idea is that when there is harmony between the brand and the customer, desired and actual appearance, and the world, women can express themselves at their best and find happiness and inspiration.
I created a brief story called “Brand DNA” that includes purpose, mission, vision and values.
“Professional women with a strong sense of style and a love for quality fashion, desire to always look their best, but often have to deal with challenges like time and dress codes. We found the solution: Harmony, we believe is the key to elevating well-being. By understanding and connecting with women to help them achieve it, we imagine a world where they, powered by harmony, can improve their lives.”
Brand principles
were created to ensure that the brand maintains its DNA in every situation.
SMOOTHEST AND SIMPLEST EXPERIENCE
We ensure that the overall experience is simple, easy, and without any obstacles at every touchpoint.
DEEP UNDERSTANDING FOR TAILORING THE BEST SOLUTIONS
We are empathetic and attentive to the needs of our clients, providing them with the solutions they seek.
TRANSPARENCY
We maintain transparency about why we do what we do and in every aspect of our brand.
Positioning the brand
While competitors focus on the convenience and the vast selection of clothes available, I positioned the brand as a stylish partner that helps the target to reach the harmony.
The Value Proposition, a brief and succinct message, gives to the target what it needs.
POSITIONING STATEMENT
“Harmos is where white collar women can find harmony with us, their mind and body, and the world.”
UNIQUE VALUE PROPOSITION
“The smoothest and most empathetic solution that lets you shine”
The brand humanized
I gave Harmos a personality and tone of voice consistent with the brand, characterizing it uniquely.
PERSONALITY / VOICE
Elegant Open Positive Efficient
TONE OF VOICE
Warm (Inviting, Empatethic)
Stylish (Simple, Creative)
Purposeful (Inspiring)
Naming
Following the strategy, I chose a simple but strong and unique abbreviation of harmony: “Harmos”. I ensured that the name is easy to read, pronounce, and has no negative meaning in any language. A trademark audit confirmed its suitability for global registration.
While the brand was born for the US market, the name doesn’t limit potential future expansion.
Visual identity
I explored different ideas for the logo, following the route of harmony and the “negative swan” was chosen: three shapes that in a certain position show a negative figure of the head and neck of a swan. I believe it represents perfectly the brand because only when there is harmony between all the shapes, the swan emerges. The shapes represent the environment and the relationship of the target with it, and the swan represents the target when it can feel and express itself at the best.
Additionally, the logo is simple and evokes an emotional reaction from the target.
I completed the visual identity by developing a color palette made up of Violet, Green, Red, and Yellow, a typographic system based on Halyard Display by Darden Studio, and a graphic system based on the line shape of the swan.
