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David Hice

Founder of SbDr.

7

11

Scarsborough Drive

Scarsborough Drive (SbD)

Background/Story/About (whatever you want to call it)

Everyone has a compelling tale on how their brand got started/came about. To much emphasis is put on persaonal backgrounds, so for now lets skip this part and get right to IT. If anyone really wants to hear our story you can contact SbD at [email protected], we can talk over a nice cup of decaffeinated chia latte organic soy milk in a biodegradable cup made by solar power Blah, Blah, Blah... Just judge the werk!

1. Brand Name and Slogan

1) Brainstorm
2) Check Adaptabiltiy 
3) Check Availablity 
4) Working on Slogan
5) Form Company or Corporation
6) Share Brand Name & Slogan
*7) EC: Adaptability Test 

Brand Name: Scarsborough Drive

Why???... After many months of debating over this (could have used Jeffs knowledge then) we agreed on Scarsborough Drive. (2. Adaptability) No real reason other than this is where it all started, sounds cool and unique to those involved. This is where the iron on tees, paint by numbers, shrinky dinks, painting muscle men (linked for you non 80's babies), all things creative were made for fun long before a brand was even considered as a possibiltiy.

We could have said something like this: Scarsborough Drive is a mythological road where all forms of creativity come together to collaborate and live harmoniously, where internal artisty meets phiysical expression. 

But that just sounds lame...

(1. Brainstorm) As mentioned in the video we did actually print out a good number of names and put them on a wall and SbD is what was agreed on. It was good to hear Jeff saying these things as they work and this is how we did it as well. 

(3. Availabilty) Although other names may have been easier for consumers to identify with, say, create branding for - After doing indpeth research through google, bing, etc... and local channels (NYC, RVA), SbD was unique enough to gain ownership and completely separate SbD from other brands 

Slogan: for those whough get IT 

(4. Working on Slogan) Why???... SbD actually agreed to not have a slogan, but out of respect for Jeff and the class we are going with "for those who(ugh) get IT. If an explanation is needed, you might not get IT

(5. Form company or Organization)  Currently SbD is a Sole Prop DBA Scarsborough Drive. This was decided on for financial limitations and is easly "upgradable" to a S-Corp, LLC, etc... when the time is right

2. Refining Your Logo

1) Develop your Word Mark
2) Develop your Icon
3) Execute your Logo
4) Create a Style Guide
5) Consider Logo availability in the Consumer's mindspace
6) Check the Legal Availability of your Logo
7) Share your Logo and Word Mark 
8) EC: Scaled Versions of Logo

(1. Develop Your Word Mark)

The SbD Word Mark "Tag" - Developed using a wacom pad. Is there anything more custom than your own writing?

(2. Develop Your Icon) When SbD began to make our Logo, we simply made a mindmap and gathered images of things we thought had influenced us over the years. After collecting hundereds of images, we began to narrow it down to the images that meant the most to us...

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- image 1: Virginia (our home state) is where we practiced and perfected many of our skills so we definitely wanted to have this show through in our logo
- Image 2: The next image portrays one of our favorite skills. We felt like we had to invole aerosol spray (cloud) in some way
- image 3: Virginia has some of the most impressive cloud structures. If you are ever in RVA, look up. 
- Image 4: Yet another cloud, but this one represents fun (for those whough get IT) 

How did we get to the Iconic SbD "cloud logo"???

After thinking we had the finished logo numerous times, we kept perfecting it unitl we had what you see above. Once we saw this final version, it was like a light bulb going off for everyone involved at the same time. One of those rare times when everyone is in complete agreeance, a eureka moment!

Here is a look at how we got there:

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The evolution of the logo broken down: 


At each stage of this process, we thought, ok this was it, this is the final logo. The reason for the continuous evolution of the logo was due to a constant question, was this iconic enough, could it be scaled to fit every need. As Jeff mentioned in the video, we were concerned about being able to use it in all forms, from microscopic to extrmely large. Could people easily identify with it. As you can see in the earlier versions, we tried to involve an "S" in the logo to connect it with the name of the company "Scarsborough Drive". However, after staring at it, using it, putting up in different places, we realized it did not need this.  

Eventhough these are the influences that lead us to create this logo, it does not mean this it the only meaning of the logo. We continued to refine the logo to help others find their own meaning in it, to connect with the brand in their own way. 

Ex. J. Filipow's take on the logo (current skillshare classmate):

Your 'cloud' icon is memorable, because of the sharp point. It suggests a dialog bubble, which is a positive association. And it's strong enough to work alone or in tandem with your wordmark.

SbD couldn't be happier that this is your interpretation of the cloud logo, you get IT

3) Story Telling Through Your Collection

1) Create a cutomer profile
2) Develope your concept or theme for your collection 
3) Merchandise Your Line
4) Deisgn a substantial offering
5) Share images of your collection
6) EC: apply your brand to a car

(2.Develope Your Concept or Theme for your collection)

The concpet/theme for our first collection came from our journey from VA to NY. Even before taking this class we thought that our first collection should come from our own experieces. Although simple and maybe a little predictable, it's as real as it can get. Even if the "shock and awe" factor isnt reached in this initial offering, our prospective audience will be able to see what SbD is all about.  

"Cloud Logo" Tee - $24.99

The first piece in our collection is the "cloud logo" Tee. A basic must have piece for any t-shirt line is their logo Tee. The cloud logo (explained above) tee is represented here on a caribbean blue tee with a Royal Purple cloud. Intended to bring in some color to a t-shirt line launching in the summer. We made 100+ colorways (digitally) of the cloud logo tee and this was what stood out to us the most. 

"Tag" Tee (mens) - $24.99

Inspired by our "graffiti Tag" word mark. The word mark is represented in our collection on a dark gray tee with a white ink. This is an easy to wear, goes well with eveything, everyday piece. 

"Tag Tee" (womens) - $24.99

"The L" - $32.99

Inspired by our love/hate relationship with L train. Something we take almost everyday/spend way to much time on. This peice really captures our slogan "for those who get IT". Although when we made it, we thought almost eveyone would get it. This hasn't been the case, but those that get it, LOVE it. I have had people offer to buy it off right off my back just walking down the street. The intention for this piece was to be our gimmicky money maker tee. So far the feedback has proven us right. 

"Gizlilik" - $24.99

Gizlilik the Turkish word for stealth/confidentiality/secrecy is represented in our collection by the the piece below. A white tee with black ink represents the hustle/behind the scenes work that went into making this line and our journey from VA to NY. Although it is a good idea for a brand ot be transparent to their customers, there are certain things a brand must keep to themselves. (Like why a Turkish word if they are not Turkish?!?)

"Sic Semper Tyrannis" (back) - $29.99

The Sic Semper Tyrannis Tee represent the beginning, the starting point of this collection. The art work on the back of the Tee is barrowed from the Virginia State flag and has been redrawn to better fit our needs. Taking the VA state motto "Sic Semper Tyrannis" meaning "Dealth to Tyrants". This peice is represented in our collection on a Royal Blue Tee with White ink.

"Sic Semper Tyrannis" (front)

Pricing of the Tees: Our tees are priced to be competivie in the streetwear/urban lifestyle industry. The sweet spots for pricing tees to sell is $25, so we are trying to hover around this price.

(1. Create a Customer Profile)

"Daniel Robinson" - entry level warehouse worker for top NYC eCommerce company in Brooklyn, NY. Earley to mid twenies, young and ambitious about working his way up and out of the warehouse. Rides his old school BMX bike to the brooklyn Navy Yard for work every morning from his willimasburg/bushwick apartment that he shares 3 other young professionals. Although he is an entry level hourly employee that doesn't have very much money, what little disposable income he does have seems to go to to his image: newest iphone, nikes and graphic tees.

Broad View:

Demogrpahics: Age - 15-30 (got to capture that teenage living with their parents disposable income), 20-50k a year, 0 dependents, Entry Level employee, high-low to middle-high class, any race

Geographic: Urban to Suburban, Coastal (east/west)

SbD Lifestyle Shots!?!?

- The "Gizlilik" Tee is being shot next week by a friend in Istanbul, Turkey. 
- The "Sic Semper Tyrannis" Tee will be shot in Downtown Richmond, VA in Spetmeber.  

EXTRAS!!!

Stickers:

"Cloud Logo" Sticker - 5X2 inches


"Gizlilik" Sticker - 4x4 inches

Hangtag Front - 3.5x2 inches


Hangtag Back

What to look for in the near future...

"Be Praeying" Tee


Whats Next for SbD...

Online Launch August 31st. - The first edition of the website is almost done, you can see a sneak peek at scarsboroughdrive.com - Need to finish uploading content (dummy images in for some now)

This online luanch will consist of the final fully finctional first edition of the website, as well as launching our first 3 forms of social media (facebook, twiitter, instagram) exclusive to this class you guys can like us on facebook and follow us on twitter before the Aug 31 launch date, haha, your welcome!

Over the next few months our goal is to produce 5 more tees, 1 hat and 1 cut & sew piece. These 7 items all have designs ready to go, just working on getting that ever elusive seed money.    

Good Luck to everyone!!!

 

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