STYLEGUIDE

Our process began by dividing up the type of

words that we could associate with TRU2U

underwear from a user-centric point of view.

the
words First: the things you could strive to be by

participating in a mission-based brand.

Second: the things you feel when you are in your

OPTION ONE: OPTION TWO: underwear either alone or in an intimate setting.

Things to strive to be Feelings in your underwear We conducted a voting process with 8 people in

order to select our final words. This quantitative

data shows us what words our demographic

associates with how they feel (or want to feel) in

their underwear.

Ambitious Rebelious We then studied Shigenobu Kobayashi’s work in

order to associate specific colors with the word

Independent Confident we chose. Incidentally, we found that those words

correspond with our initial color-scheme.

Genuine Spontaneous
Empowered Relaxed
Informed Centered

FUTURA MEDIUM
Georgia Italic Bold
Georgia
PRODUCT
OPTION ONE: OPTION THREE: OPTION THREE:
Solid Pattern Mission

--------------

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----- --- iss
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----- ----
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-- --
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--- - m
----- ----------------- th
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We realized that the tag is an integral way to showcase a different aspect of the underwear. Since we believe that the solid

underwear is the strongest, we wanted to use the tag as a means to personify the product. We did so by creating an iconography the
system that expresses when the product was created, by whom, and where. When read, it should say “Date of Birth, Made by tag
Frantz, with love from Haiti.” For productivity cycles, these tags can have just a month instead of a full-date, they can can have

the name of the factory instead of the persons name, or even the name of a department or sub-group within the assembly line.
PACKAGING
OPTION ONE:
Cardboard

Aa front

inside
the
stitch

back kinesthetic | tangible | related | continuous | movement | pulling

The disposal carboard material has a top layer of vellum on the front with lettering that can come together to

create modular text at the Point of Purchase. The cardboard opens to provide information on TRU2U’s

mission and their work with Verité and will be discovered once the package is taken home.
PACKAGING
OPTION TWO:
Puzzle

ambitious
rebelious
creepy

the
window

Using a packaging mechanism based on the location where these products will be sold, the box concept allows

the underwear to sit on shelves as opposed to being hung, something that is limited in a college bookstore.

Each package will have an entire set of underwear with multiple pairs, acting as a beginners guide to

underwear
 CAMPAIGN CONTEXT_
TRU2U underwear is unique. It has a purpose, it has a reason to be noticed. Be-
sides its sustainable marketing, TRU2U also is the first to have color only present on
the inside of the underwear. The outside being black. This puts TRU2U in a cat-
egory of its own. Rendering every other underwear brand, the same. Illustrating the
underwear’s unique physical characteristics in the advertising campaign only makes
sense…

Cristo and Jean-Claude, two artists who managed to make something more impor-
tant just by covering it with cloth - They lead the way and give us examples on how
to make our work even better..

We are doing something very similar. We not only cover our subjects, we shed light
on them. In a way, the maker is shedding light/color on the consumer/wearer.

You cant know what color underwear another person is wearing unless they tell you
or they show you. By pulling, pealing, or folding the fabric to reveal its light reflect-
ing color. This is exactly what makes up the advertising campaign.

The campaign is meant to shed light on the individual. Making it more relevant and
more authentic. This is an important characteristic that will follow through in the ad-
vertising. By launching the campaign at a college campus, we can be more specific
in our messaging in different campus locations.
Paid media A retail audit of the campus will be done to better understand student traffic flow and
appropriate messaging locations. If there are specific buildings for each ‘majors’
LEADER: Michael Simon
TEAM MEMBERS: Ben Kjos subject, we can have messaging related to that topic/environment.
Ben Rummel
Caitlin Nolan
Katie Bode “everything has a subject worth shedding light on”
Frenziska Feneberg
MEDIA_

OOH_ GUERRILLA INSTALLATION DIRECT MAIL

1_ Bus stops 1_ 1/2 town lights off... 1_ Color monolith... 1_ hidden peel away die cut
2_ Billboards 2_ book covers in library 2_ Solar light bright...
3_ Buildings 3_ TRU color photo booth
4_ Busses
5_ Posters
6_ Flyers

PRINT POP DISPLAY STATIONARY

1_ Shool paper 1_ POP display (color light) 1_ Black, colored pencils

2_ local news paper 2_ Black folders, color inside
3_ Coffee sleeve
4_ Black book covers
ADVERTISING LOCATIONS_ headlines_
1_ Laundry matts 1_ You have to know it to believe it.
2_ bus stops 2_ Some heroes wear they’re cape on the inside.
3_ walking paths 3_ Underwear’s not what it used to be...
4_ dressing rooms 4_ Introducing, 360 degree flashing.
5_ book store 5_ Second impressions are everything.
6_ mobile messaging 6_ Be the ball. (fetal position - sports)
7_ email marketing 7_ More free rides than anywear else in the country. (Bus banner)
8_ events 8_ Nope. They’re not black... (show image of one person standing in underwear)
9_ You’re no yutz, try ‘em. (yiddish center)
10_ They’ll make yer tush look good! (yiddish center)
11_ A travel companian you’ll be comfortable with. (walking)
12_ We’re not so different... On the outside.
ADVERTISING TEMPLATES_

PHOTO/
COLLAGE

I lhig senits roits this.

Rit adipienitem ius. Ut labo. Nequi a

INTRODUCING
asperati repelit et ut voluptatias estion re consed moditat emporio nsequi
quate alique adionsequi occatiis ad quam et que maximet ad quos sapidis
lkaks;f salki nejwijis klajskldjf ui hvio kjklsjd ;a ioutiou.

W W W. T R U 2 U . C O M

PHOTO/
COLLAGE

tiehlt lksijg
liljthhelsl little
jhsing glthio?

Rit adipienitem ius. Ut labo. Nequi a

asperati repelit et ut voluptatias estion re consed moditat emporio nsequi quate
INTRODUCING alique adionsequi occatiis ad quam et que maximet ad quos sapidis
lkaks;f salki nejwijis klajskldjf ui hvio kjklsjd ;a ioutiou.
W W W. T R U 2 U . C O M
PHOTOGRAPHY STYLE_ PROPS_
- Color from inside the under reflects onto the subject. - Leaves
- Same photography style with warmer colors and contextual relevance to headline... - Bed sheets
- Sexier and more interaction between subjects. - fabric softener sheets
- Studio, outdoor, and industrial backgrounds. - tennis rackets
- Posing: Individual, double, and group shots. - backpack, books
- Interaction between subjects and product
CAMPUS ANALYTICS_
GREEN_ campus housing (95% of students)
RED_ student paths to and from activities
ORANGE_ Classes, bus stop, sports, entertainment...
Team Activation
We will involve, not just impress
 Smith
Amherst
Mount Holyoke
University of Massachusetts Amherst
 Come Clean

• Everyone has a secret

• Liberate workers and yourself

• Hang your secret out to dry

The Hidden Truth

• Play with curiosity and mischief

• Hinting at the truth

• Who will reveal the truth?

 Time Lapse Spindle

• Large pair of underwear

• Slowly unraveling to the truth

• Video will be key

 Bathroom Installation

• Full-length bathroom mirrors

• Check yourself out

• URL with call to action

Interactive Strategy
Presentation
TRUTH
confessions

We all have them, some bury them, some blog, tweet, whisper, scribble, text,
and others pinky swear they won't tell. But we all know that secrets secrets are
no fun unless you tell everyone.

"Where has your underwear been?"

At Tru2u, we ask you to air out your dirty laundry just like we aired out ours.
We freely admit to the working conditions behind each worker's stitch and tell
you exactly what we are doing to better them. Unlike other underwear brands,
we have stripped down to our knickers with nothing left to hide.

Don't get your skivvies in a bunch. We want to hear your undie anecdotes.
Share your truth to discover ours.

We are all connected through a common thread.

This thread is durable, powerful, and long enough to lead us to the truth by link-
ing us to each other. It is a thread that is seemingly endless, stitch by stitch.
Web Structure
Inspiration
Information
Architecture
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commoveo mos aptent genitus appellatio adipiscing camur opto utinam. Saepius nulla humo ut aliquip genitus te ut abbas
iusto, hendrerit iaceo consequat wisi abico facilisi odio. Consequat et blandit abbas letalis nisl, valde feugiat exerci ut, usitas saluto voco,
sudo. Roto, voco
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Links to Fashion
& Activation
AWARENESS
aesthetic
Looking at what current top designers are
doing right now with many including under-
wear in their expanded collections, the aes-
thetic of their represented work in photography
most notably represents the underwear as a
statement, as a crucial layer in the extra effort
put into looking your best every day.

Alexander Wang does this well by envisioning

his collection come alive with minimal color
but a great focus in texture and contrast.

Tru2U’s advantage is that it can acheieve the

same level of quality and luxury but at a third of
the price. By simply projecting the underwear
as high-end, appeal to our college audience will
create a stir in that it’s sexy underwear you can
feel comfortable in all without breaking the
ever-familiar touchy college bank account.

Utilizing minimal detail and natural lighting

will bring the underwear in the spotlight, all
while preserving a classic, streamline, and
unisex appeal.
POWER
lookbook.nu

American Apparel released their very own look TRU2U can take a page out of theirs to create
book curtiousy of lookbook.nu by specifically our own look book in conjunction with the
picking out user-submitted photos in which the idea of authenticity and feeling powerful in
brand is best represented to come out with a your clothes and skin every day.
flip through guide of their in-store apparel and
then sharply distributed the heck out of it glob-
ally.
Thank You.