THE SPORT THE LIFESTYLEAND

INSPIRATION

PERSONA

DRESSAGE

Life: - Experience everything life has to offer - Maintain my standard of living - Possess everything money can’t buy - Achieve some form of individual successDaily: - Enjoy life - Philanthropy - Being a trend setter

Implicit: - Happiness - High social esteem/ respect within my class� � ��)L�JHWHISL�VM�ÄUHUJPHS�PUKLWLUKHUJL�Explicit: - Be well connected with other successful individuals - Possess the best

Implicit: - Be seen as a person, not a dollar sign - Be independant - Maintain the appearance of having a charming life - Conduct one’s self modestly, elegantly, not extravagantlyExplicit: - Success� � ��7LYZVUHS�M\SÄSSTLU[ - Contribute to society/the world

WANTS NEEDSGOALS

TRENDS

DAILY LIFE

Modern Classic

Strategic Spontaneous

Liberal Conservative

Elite Average

Ambitious Content

Emma AstorAge: 24

PERSONA

PERSONA

DRESSAGE

Life: - Possess the American Dream - Increase her standard of living - Be well connected - Be successful - “Be my own boss” - Be part of the eliteDaily: - Associate with other successful people - Get promoted

Implicit: - The status of purchasing power - Respect - Power - Prestige Explicit: - Be at the forefront of all trends - Associate with interesting successful people - Own her own place (not mortgage-or rent.) - Own high quality, trendy products

Implicit: - Feel successful - Be current on trends� � ��)L�ZPNUPÄJHU[�Explicit: - Save money - Make connections - Earn more money

WANTS NEEDSGOALS

TRENDS

Modern Classic

Strategic Spontaneous

Liberal Conservative

Elite AverageAmbitious Content

DAILY LIFE

Helen SmithAge: 35

PERSONA

BRANDING

DRESSAGE

Classic

The true spirit of Dressage will be captured by iconic and timeless

designs that will be passed down through generations. Our goal is to

communicate the sport’s pursuit of perfection, balance, and control by

utilizing distinct forms and exquisite craftsmanship. The signature

line will serve as a foundation for the company, offering bags to women

of all ages.

Fashion

Fashion responds to seasonal changes and styles. We will embrace

this as an opportunity to combine innovative materials and designs with

current trends. A fresh, yet elegant style that maintains the Dressage

aesthetic can be marketed to women ages 25 to 35.

Sport

The sport line will introduce dynamic forms to give the brand a

versatile appeal. It will draw inspiration from the athletic aspect

of Dressage. It will integrate the equestrian aesthetics and the

strength of the sport by combining traditional and innovative

materials.

BRANDING

SPORT - HIGH TECH

DRESSAGE

SMALL MEDIUM LARGE

H1

H2

H3

H4

H5

H6

H7

H8

H9

H10 H15

H14

H13

H12

H11

SPORT - PERFORATED

DRESSAGE

DRESSAGE

DRESSAGE

SMALL MEDIUM LARGE

P8

P7

P14P9

P15P10

P13

P12

P6 P11P1

P3

P2

P4

P5

SPORT - RUBBER

DRESSAGE

DRESSAGE

DRESSAGE

DRESSAGE

DRESSAGE

DRESSAGE

DRESSAGE

SMALL MEDIUM LARGE

DRESSAGE

D R E S S A G E

DRESSAGE

R8

R2

R3

R7

R4 R9

R10R5

R1 R6 R11

R12

R13

R14

R15

DRESSAGE

DRESSAGE