April 11, 2020
SASSY is a platform that connects like-minded people online and offline and by empowering them to transform their dreams into goals.
SASSY communicates and tackles relevant current issues, information is transmitted in an understandable, hands-on and problem-solving matter. The platform provides a helpful and lively approach to life.
SASSY pushes for taking action using a bold attitude, it is for people who are not backing down. We firmly believe that everything is possible and a fail doesn’t make anyone a failure.
SASSY strives to empower everyone to be the best version of themselves using eye-to-eye knowledge-transfer with an inspirational and humorous approach. Community and collaboration are key.
SASSY is driving a new era of empowerment, community and personal growth where likeminded people seek reaching their full potential.
Mission and vision are based on the brand promise which consists of the following values:
It results from SASSY's core values and tasks in making sure people act on their desires and take matter into their own hands:
the push you need
SASSY is only relevant for its community who shares a similar mindset and approach to life.
The ideal SASSY customer:
Saithik is the logotype and used for accents. The script font gives an individualistic look.
BEBAS NEUE is a sans-serif font for headlines and other highlights, perfect for a modern, clean and simple look.
Crimson is the classic serif font used for paragraphs as it is easy to read.
The logomark is straightforward and gives a hint of the brand personality and recognition value while also stating the company name. The chosen logo is unique and memorable, it works at almost any size and anywhere.
The neutrals black and white are combined with a strong, cool purple shade. The color purple is percepted as luxurious, associated with creativity and compassion, it’s unconventional still original with a hint of femininity. Black is sleek and luxurious, white clean and minimalistic. This color trio is perfect for the SASSY target audience.
You might realize now, what color inspired this website design!
The language we us and way we communicate with our community is:
Educating them in a motivational, encouraging way by telling what they need to know. SASSY encourages its community to take what they deserve
Focussing on sharing valuable content and only are communicating like talking to our friends face-to-face.
Even if we are pushy, still friendly and helpful, incorporating and integrating the community as much as prossible, also using “we”.
The stationary design is quite classic whereby the bold purple is used for constrasting highlights. The CI is easily recognized as such. As a brand that cares about sustainability in every aspect, all products are made of either biodegradable, recycled or recycable materials.
We see social media as push & pull communication, we want to interact and connect with our audience in real time while sharing our content. That could be asking about views and experience, raffles, polls, contests, etc.
All online communications follows certain values:
Social channels:
Our website is the heart of the brand. We provide our target audience the content they need and want to hear. The content is valuable for the readers.
It includes interesting aspects and perspectives about career and selfemployment related issues, current general topics, self-development, self-improvement and (mental) health.
SASSY brings people together, transferring knowledge online and offline. The goal is forming long lasting relationships. There are numerous ways and ideas of marketing communications that are interactive and accompany digital activities.
This brand is fictional and the report was an individual university project of my Master's course "Digital Design & Branding" at Brunel University London.
