LET ME TELL YOU ABOUT US:

The Big Idea:

Fashiontegrity is an etailer who uses good manners, thoughtfulness and integrity to deliver consistently-interesting and size-sensitive "above the hips" fashion experiences. We want to be *the* go-to place on line for women's tops and accessories.

Fashiontegrity's core values are:

Integrity

Originality

Humility

Sharing

Service

Fun

Fashiontegrity's personality is:

Friendly

Caring

Helpful

Unpretentious

Enthusiastic

Smart

Generous

Positive

Confident

Stylish

Fashiontegrity's premise addresses two under-serviced markets:

- There doesn't appear to be a site which specifically targets women 35+ which addresses the elements of original design ("local designers") a broader range of fits and a focus on "above the hips" (i.e. tops and accessories.)

- Because doing business on line is Fashiontegrity's core strength, it will solve the issue of offering small-med Canadian and American designers a wider audience for their products.

FOR THE COMPLETE AND DETAILED BRAND DIRECTION, PLEASE SEE THE ATTACHED POWERPOINT PRESENTATION

HERE IS WHAT WE NEED:

- Logo

* Can be any colour/s, but should still look good in black and white if necessary

* The name is "Fashiontegrity"; however, the web address (fashiontegrity.com) should be incorporated. In other words, "Fashiontegrity" should be able to stand alone.

* Format should have the flexibility to transfer to different formats and sizes (e.g. from biz card to billboard.)

* Should be instantly recognizable to the customer (no difficult interpretation.)

- Favicon/avatar

- Business Card (no limitations, other than it should be standard North American size)

- Letterhead + envelope

- Postcard

- Clothing tag (e.g. business card-sized tag to attach to articles of clothing by string or plastic tie)

- Clothing label (picture typical clothing label put in shirts - must contain web address)

Please note the design will form the basis for a web site, Twitter background, Facebook, etc.

OUR TARGET AUDIENCE IS:

In a nutshell, our audience is women 35+ who want to look distinctive whose sizes range from small to XL. We understand that just because youre not 23 and a size 6 doesnt mean you dont care about fashion and looking good.

FOR DETAILED DESCRIPTIONS OF OUR TWO TARGET CUSTOMERS, PLEASE SEE THE ATTACHED POWERPOINT PRESENTATION

WE LIKE THESE EXAMPLES:

You're the designer. Based on the information I provided, I leave it in your hands to create the vision. To guide you I have included in the attached PowerPoint screen shots (and links) of sites I like the look of.

WE ABSOLUTELY MUST HAVE THIS IN OUR PIECE:

As mentioned previously, I don't *necessarily* want the logo to be "Fashiontegrity.com", but rather "Fashiontegrity" with a clear reference to the web address. Is this reasonable and feasible?