Chart your size. Chart your course.
September 25, 2012
A college class assignment, that’s how it all began. Shawn Steudle and Joe Lucido were in the final semesters of a Bachelors Degree in Entrepreneurial Studies when they were assigned to write a fictional business plan for a fictional business. Fiction soon became reality.
The young men, both self-proclaimed “shorter guys,” wrote a plan for an apparel company specializing in garments for men 5’10 and under. Having had difficulty finding properly fitting clothes themselves, Shawn and Joe saw no reason why this lucrative idea should be confined to the classroom. Deciding to conquer everyone’s favorite wardrobe staple first, they set out to create the perfect fitting men’s T-shirt. Then they set out for The Arkin Agency.
When Shawn and Joe first came to us they had a blue sky idea and a term paper. We quickly set to work creating a brand identify, beginning with a name. Etch Dry Goods was born, evoking an old world feel with a modern sensibility. The tagline, “Chart your size. Chart your course.” was added to reinforce the old-timey/sea merchant feel of the name, and what would also become the aesthetic, while playing up the fact that this clothing line was centered around a very unique sizing chart.
A striking logo, as well as complimentary color pallet and package renderings tied everything together. Etch Dry Goods quickly became a cohesive brand with a defined look, voice and mission.
A branded PowerPoint presentation with customized charts and graphics was created to present to investors. An in-depth white paper was also written, containing everything from competitive set research and average height of males in America to a rallying cry brand anthem and a five-year plan of attack and expansion.
The final touches were memorable business cards and a one-page website. It took only a few weeks from start to finish, but Shawn and Joe were light years ahead when The Studios wrapped up round one. With everything needed to wow investors and obtain the capital for round two, The Etch Guys (as we now affectionately call them) are off and running,
We cannot wait to write the final chapter of what will be our Etch Dry Goods case study. Shawn and Joe are still hard at work meeting with investors, and it’s only a matter of time before they’ll be back. We’re looking forward to building them an amazing eCommerce site, designing their T-shirts and executing a customized marketing strategy that will no doubt make a name for Etch Dry Goods in the fashion industry.
Do you have a brilliant idea just waiting to take flight? Give us a call at The Arkin Agency and let us work our special brand of magic to make your business dream an eye-catching reality.