Tessa BennenBroek.

Tren

d an

alys

t | C

reat

ive

conc

eptin

g |

Stra

tegi

c B

rand

ing

On

beha

lf of

Veg

a Sc

hool

Cap

e To

wn,

Sou

th A

frica

This

is m

e.

Enthusiastic and trend sensitive creative mind, who is crazy about healthy food. I am an adrenaline seeker and in for a good cup of coffee, anytime.

Do you dare to go on an adventure with me?

i a

m a

n..

moodBoard

Ambitious

Open minded

Adventurous

Precision

Go-getter

Foody

my v

alues.

Tone of voice

CleanMinimalisticPerfectionismSerene

Gra

phic

co

ncepT.

my v

isua

l idenTiT

y.

visuals

mysTery

spiriTual

unparalleled

Black & whiTe

shadows

pure

human

emoTion

fashionTypoGraphy

Lane Narrow

TiTle

main

44 & 12 pt.11 pt.

liBBy

color paleT

32-100-87-48 113-21-23

17-94-100-9 189-42-23

3-23-73-0 248-200-8990-59-7-0 22-98-165

45-36-36-15 140-140-141

100-100-100-100 0-0-0

c-m-y-k r-G-B

0-0-0-0 255-255-255

Analysing trendsConcept developmentStrategic Brand Communication

wo

rk.

wha

T i h

ave d

one.

analysinG Trends.

Spot - Analyse - Implement sociocultural trends.

International Lifestyle Studies is a bachelor in Trend Research & Concept Creation in Lifestyle. During my study I have learned how to spot and analyse sociocultural trends and implement them into a creative concept.

Find on the next page a personal trendmap with trends I have analysed in today’s society. There is a distinction made between mega-, macro- and microtrends. The lines represent an underlying connection.

Experience Economy Sustainability

Transparency

Authenticity

Individualization

Age Elasticity

Flipped Habbits

Crossing Food Boarders

Hunting the Extremes

Bottom-upVirtual co-creation

Virtual Experience Economy

Circularity

Greening

Social Motivation

Zero-Waste Food

Back to Basic

Livingroom Society

The Open World

Down to Earth

Performance Society

Bodywisdom

The Social Self

Off the Grid

Challenged Fun

The Edge of Control

Empowerment Clothing

FOGOFear Of Getting Older

The Independent Senior

The Beauty of Aging

Flexibility

ShiftingIdentities

Globalization

Digitalization

Urban Nomads

A New Daily Routine

Blending

Equality

Robotisering

Internet of Things

Roots & Wings

Cultural Diversity

Global Vilage

Girl Boss

WoMEN

Technology as Company

Cool Curation

Local Love

Migration Concepts

Legenda

Mega trends

Macro trends

Micro trends

Disruption

Surrounded by Nature

Mock the Policy

The Quantified Self

Knowledge Society

Living like a Unicorn(sur)Reality

Involvement

Wonderlust

Gamification

Inline

Smart CitiesConsciousness

Sharing & Empowerment

Time Management

IndependenceTribalizationSharing Economy

Self-reliance

Digital Humans

The Age of Image

Revaluation

TrendM

ap.

Cultural Image Switch

Unusual PleasureMulti-Sensorisch

Virtual Experience Secretly Pleased

Escapisme

The Triumpf of the Monocultures

Connection

“Stop competing on price; compete on value. Deliver total consumer solutions, rather than just your piece of the solution.” - Faith Popcornq

uo

Te

Indu

vidu

al tr

endm

ap |

Fon

tys

Inte

rnat

iona

l Life

styl

e St

udie

s |

The

Net

herla

nds

concepT developmenT.

Qualitative research - brainstorming - creative thinking - concept creation.

During my study International Lifestyle Studies I have learned how to organise creative sessions, brainstorm and implement qualitative research into a strong and innovative concept.

Find on the following pages some results of my work which I have done as a concept developer.

de BorrelBoon.St

art-u

p pr

ojec

t | S

tude

nt c

ompa

ny

Font

ys In

tern

atio

nal L

ifest

yle

Stud

ies

| Th

e N

ethe

rland

s

de BorrelBoon.

Showcased at Festival Mundial.

June 2017, TilburgThe Netherlands

Jump Xl.In

divi

dual

pro

ject

| C

once

pt d

evel

opm

ent |

Jum

p XL

Waa

lwijk

Font

ys In

tern

atio

nal L

ifest

yle

Stud

ies

| Th

e N

ethe

rland

s

sTraTeGic Brand communicaTion.

Brand communication strategy and planning - Channel, media and relationship management

In the 3rd year of my study I have been doing my minor abroad. I followed a course in Strategic Brand Communication at VEGA School Cape Town, in South Africa. This course allows me to explore the nature of branding with a strong focus on brand strategy. Think of subjects such as developing/strengthen a brand identity, draft a media mix and communication plan and search for disruptive alternatives. In short, how to position a brand in an innovative manner, so it stands out from its competitors.

Find on the next page the Diamond Model. This is a model which I have created in order for Brand X, during Brandchallenge 2017. The Diamond Model consists of a valueproposition which is distiled into distinct brand sym-bols, brand values and organizational values, plus the external influences as Dpestel and Trends.

The diamondmodel.

Bra

nd C

halle

nge

| Ve

ga S

choo

l Cap

e To

wn

| So

uth

Afric

a