Brand Name
OUR PURPOSE, OUR BRAND NAME
We believe that fashion has a place in every womans’ life. Fashion represents new ideas, inspiration and is forward-facing.
We create clothes that are eternally ageless, bold in design and instantly wearable.
ELSEWHERE is for women who are looking for unique, expressive clothing, that represents today, never nostalgic, facing forward in shape and proportion - we call Something Elsewhere.
Elsewhere also has an abbreviated version which can be used when space is too small for the full logo.
WHY ELSEWHERE?
Elsewhere is not here because it is a place that is different from our everyday.
It is a place where the rules are different, and the possibilities are endless. It is a place where anything can happen, and where anything is possible.
Elsewhere can be a place of great beauty and wonder, but wherever it is, and whatever it is, Elsewhere is not here.
It is a place in our minds, created by our imagination. It is a place that we can reach through our collection and brand. Ultimately, the reason why Elsewhere is not here is a mystery. But that is part of what makes it so intriguing.
ELSWHRE
The shortest abbreviation
ELW
HOW TO WRITE ELSEWHERE?
When writing about our brand, we always use ELSEWHERE in CAPITALS,
yet when writing about ‘Elsewhere’ as a place we use normal letters - see example above.
Brand Promise
Something Elsewhere is our brand promise. The purpose of a brand promise is to communicate to our customers that we have something different from the rest.
Something Elsewhere for women who are looking for unique, expressive clothing, that represents today, never nostalgic, forward facing in shape and proportion. – Our brand promise is to always offer Something Elsewhere.
Brand Values
INDEPENDENT
We love our independence, it means we can focus on our collection. This will be our win-factor. We are fiercely independent in our choices as we know our customers are too.
AGELESS
Ageless is timeless. Our collection is generational. appeals to an attitude, not an age, We create pieces that are timeless, coutured, and last beyond the season. Ageless is sustainability in everything we do.
BOLD
Bold shapes, bold designs, bold decisions. Everything we do is intentional, expressive and soulful. No half measures. Our design style is modern and contemporary, reflecting the empowering attitude of our female customers.
Brand Pillars
Our pillars are the foundation of our brand
- that describe our product and how we serve our customers.
BOLD, INDEPENDENT
DESIGN SIGNATURE
Our design philosophy is based on our love of fabrics. Fabric sets the tone of the collection both in our high, durable, quality standards as visual impact on female form.
Our designs express our independence, our attitude towards what we believe women want to wear. Our design signature connects us to like-minded souls.
COMPACT
COLLECTION
Our Collection size shows that we are a brand that focuses on our customers, and win them piece by piece. Next to the total collection, our ambition is to create a continuous monthly release either main or flash collection, so that our customers are constantly inspired by what we can offer.
PERSONAL SERVICE
CUSTOMER CONTENT
A personal customer service approach is deep in our DNA, not only in our customer communication, but also in how we create brand content, how we deliver our collection, and in the everyday exchange
with our clients and customers.
Employee Values
We have identified 3 employee values that will make us perform better as a team and as a company.
“We Can Do This” ATTITUDE Our “ We Can Do This “ attitude is our mantra for everyone in ELSEWHERE. It’s been a part of our DNA since the beginning – and ‘We can do this’ shows how, as a team, we can manage every possible situation and deliver the best customer experience. We’ is about that we all take personal responsibility for every part of the journey – from creation, to production to our end customers’ fulfilled enjoyment our collection.
Customer trust and loyalty is essential for ELSEWHERE’S growth. To achieve that we must use our focus (superpower) be bold in our decisions, and perform well – this is all delivered by our “We Can Do This” attitude. These qualities will help us to stay on track, overcome every challenge, and achieve our ultimate ambition to be truly Something Elsewhere.
Focus and discipline are essential for scaling ELSEWHERE. Focus allows us to stay on track, avoid distractions, and in time will become our superpower. Discipline is essential for maintaining momentum. When we are disciplined, we can stay on track, keep scaling, even when things get tough. Focus helps us overcome setbacks and continue working towards our goals.
Be bold! (be sure of ourselves) is the ability to stay disciplined and focused when faced with everyday challenges. We must remain bold and resilient, learn form our mistakes, and able to adapt and overcome any possibility. Performance is the ability to deliver on our promises. When we perform well, we build trust and loyalty with our customers and partners.
Mission
TO CREATE FASHION FOR WOMEN WHO WANT SOMETHING ELSEWHERE
Our mission is to create womenswear that is eternally ageless, bold in design and instantly wearable.
Vision
FASHION’S ROLE IS TO BE EXTRAORDINARY, WONDERFUL AND EXPRESSIVE.
OUR ROLE IS TO OFFER SOMETHING ELSEWHERE
We believe that fashion has a place in every woman’s’ life. Fashion represents new ideas, inspiration and is forward-facing. We create clothes that are eternally ageless, bold in design and instantly wearable.
Tone of Voice
EXAMPLE
ELSEWHERE speaks to its audience in an encouraging and heartfelt manner. We are here to empower women, inspire them with fashion.
Our communication style is thoughtful and supportive. We believe in the power of exchange - to share stories and encourage feedback to enrich the conversation we have with our customers.
Our voice is a reflection of our independent, bold and ageless style. We listen to and respect each other’s opinions and suggestions.
Our tone is should match the audience and channel. We are not distant or introverted, we are open and inclusive. We strive to show how fashion creates empowerment in women.
Customer Profile
WHO IS THE ELSEWHERE WOMAN?
Elsewhere women are ageless, empowered and We create clothes for women who don’t want to be ordinary - we create a fashion space so that they can be expressive, empowered and independent in their life choices.
THE CUSTOMER PROFILE/PERSONA
Buying age: 40+
Income: Median
Lifestyle: Working, Independent income, family orientated
Likes: Travel, Creative hobbies, social media aware
WHAT INFLUENCES THE ELSEWHERE WOMAN?
ELSEWHERE women are influenced by their everyday rituals and life influences.
FASHION The ELSEWHERE woman loves fashion and is busy with her appearance at all times. She takes time to create her look, so it looks ageless and effortless.
SOCIAL The ELSEWHERE woman is a very social character, loves to dress up - be outspoken in her looks and public life.
PERSONAL The ELSEWHERE woman protects the privacy of her life and family - both at home and online. She enjoys moments of comfort.
LIFESTYLE The ELSEWHERE woman is interested in enriching her lifestyle with interior design, travel, and creative hobbies to express her creativity.
Elsewhere Studio
The ELSEWHERE Studio is based in the Netherlands.
Our philosophy and design process has always been based around fabrics. The love of fabric has been within our DNA since the beginning of the family-run fashion business. A good fabric is ageless.
We own and run our own production facilities in Poland, and also produce in Tunisia. Producing close to our studio ensures both in-house quality control as well as controlling our environmental footprint and be sustainable in everything we do.
The ELSEWHERE Studio has two departments:
ELSEWHERE DESIGN STUDIO
Creation and design to samples of the collection and styles and looks.The design team chooses the fabrics, shape form and overall collection look.
ELSEWHERE BRAND STUDIO
Creation of content, brand management, content and overall image of Elsewhere. The brand team is responsible for the brand I.P, content creation, channels and e-commerce.
Collection
We produce a focused and compact fashion collection for the seasons F/W and S/S.
Every season has two extra sales moments.
A flash collection during the every season to offer mid-season styles and looks.
Categorization
By categorising the collection into three levels we can market/price and create price points based on quality and handling.
UNIQUES Coutured, high production value pieces - showcases of the ELSEWHERE Studio - low quality, high visibility - exclusive - Fabulous
COLLECTION Mainstay collection
ESSENTIALS Number of key pieces - easy priced, high volume/turnover - Flash and promotional marketing tools
BRAND IDENTITY ELEMENTS.
Logo
The new logo is kept to simplicity as the collections are expressive enough for the identity. Where ever possible use the logo in the main colour Black or white with a high contrast.
The prominent W in the ELSEWHERE logo represents the idea that Elsewhere is not the same as the here and now. The W is the only letter in the word “Elsewhere” that separates ‘Else’ from ‘Here.’
Elsewhere is a place that is distinct from everyday. The use of the W in the ELSEWHERE logo is a clever way to visually represent the brands’ central theme of exploring alternate realities. The logo is a reminder that there is more to the world than what we see, and that there are other possibilities out there waiting to be discovered.
Logo Colours
The logo can be used in colours reflecting the current collection – see examples.
The logo may only be used in the colour white on any colour backgrounds. This is for accessibility and readability. WCAG (Web Content Accessibility Guidelines) ensure that content is accessible by everyone, regardless of disability or user device.
Typography
ELSEWHERE brand identity uses two fonts: One for functional descriptions - such as the website and documentation and one for our brand conversations such as instagram and marketing communications.
FUNCTIONAL FONT
The font is Raleway Regular. Raleway is a widely available Google font. Raleway is used with a 25 letter width. The logo uses the Raleway Bold 700 capitals with a 175 width.
CONVERSATION FONT
The font is Crimson Pro.
The italic version is preferred for quotes, messages and one-liners - Regular 400 Italic
Type examples
Main titles
For main titles Raleway Bold Capitals is used.
The Raleway Bold capital has a spacing of 140 - to match the logo spacing.
Functional titles may use Raleway Medium Capitals.
Note: It is important in the titles to use as much as possible the CAPITALS as it refers to the logo style.
For Subtitles
1. Crimson Pro Medium is used for subtitles
For body copy Crimson Pro regular is used for all.
Typography Seasonal
For every season we can select amazing fonts that express the freedom and expression of the brand.
Fonts change like fashion...so why pick just one forever.
RUSSILLA SERIF
CATALINA VILLAGE
Colours
The main ELSEWHERE colours are simply black and white. These colours should be used on product labelling and all main communication.
The colour of the season collections determine the use of colour in any communication. We use two colours in our fundamental brand identity.
There are two main colours.
The brand colour is Black. This has been chosen as it relates to the winter collection clothing colours of the past and has always been seen as a classic fashion colour.
White is the second colour. This can be used to highlight texts and used as backgrounds.
Gradations between black and white are welcome as shown.
Black
White
Photography Style
Each photo or video we use is an expression of our brand identity. There are three photography identity styles that we look for in any collection presentation.
MODELS
Models are at the centre of the collection presentation. Models must have attitude, a unique individuality, ageless beauty.
Diversity in the choice of models. It is important to represent all gender and race and age - where applicable.
MOVEMENT
The model should always be moving. This represents two things:
1.That the Elsewhere woman is always on the move, heading ‘Elsewhere.’
2.That the clothes are instantly wearable, and have elements that express the Elsewhere look.
OUTDOORS
Outdoors is where you can find Elsewhere. Using an outdoor location expresses how the Elsewhere woman is always going somewhere other than
‘here.’ Wide open spaces, even cityscapes give a horizon to her ambitions.
Grid
COMPOSITION
The graphical grid is an important part of the ELSEWHERE brand image. Keep alignment to the grid enhances brand awareness and image consistency.
Simply said, the logo and text should, as much as possible, follow central alignment.
See examples
