Changing Republic's brand identity.

Why has republic shut down?

• Expanded rapidly about 10 years ago but sales failed to keep up
• Its target youth market has been the hardest hit demographic of the recession, plus it has faced increasing competition from online stores.
• High prices and low quality cause marketing sales to plummet.
• 150 staff were made redundant when stores shut down, they hoped this would improve the overall business but it has only made it worse as there were not enough employees to serve and this caused customers to complain and therefore rapidly decrease.
• Republic is owned by private equity firm TPG, which bought the company in 2010 in a deal thought to be worth about £300m, and now stands to lose much, if not all, of its investment.

Here is a BBC news article with more of a detailed insight on the situation.

Why have I chosen Republic?

I have chosen Republic because it has potential to be a successful business but lacks the required qualities in order to make it successful. It has no creativity and is very plain, the marketing ploy is dull and lifeless. I feel that with hard work I could create a brand new identity for the business that would be interesting, eye catching and popular.

Re-creating Republic.

In order to re-create or re-brand Republic, I'm going to be changing some vital things about the business; 

I'm going to make Republic a new logo and a new webpage design.

The first steps I'm going to take are for the logo.

I'm going to re-search different logos and get an idea of what kind of design I would like to do. I'm going to re-search different colors and their meanings so I can accurately use them. I'm then going to do a few different sketches of various designs and then come to my final design idea and start to create it on photoshop.

To create my webpage, I'm going to look at the original website and see what I dislike most about it. From there I'm going to see how I can change the things I dislike about it and how I can improve it for potential customers. I'm going to do some initial idea sketches for the layout of my webpage, then my final idea and then make the final product on illustrator.

After doing both of these tasks I can then write up about how I did them, what I did, why I did it, etc.