Week 1-Research

 For this class, I will be rebranding Knitters Day Out (KDO). The overall goal of this business is to create a community for people to come together and do what they love, knitting. 

https://docs.google.com/spreadsheets/d/1ctC_a7PfXZH2fnebnD3OnzvI1-ofWSpYL8pRyhrjtpo/edit?usp=sharing

A Questionnaire was sent out for the committee to respond to and here are the general responses:

1) What is the name of the company/business?

Knitter's Day Out (KDO)

2) What are you looking to achieve, or, what is your overarching goal? How do you intend to measure the success of this goal?

The primary goal as seen in the response to this question is modernizing the logo to attract a new younger audience while still having the loyal, existing students recognize KDO

The overarching goal of KDO is to bring knitters together 

3) Can you give me a brief description of what your business/company entails?

As stated in KDO's quote "building friendships together since 1985" the business is all about providing people who love knitting with a place to learn, improve and collaborate. The business is all about community and bringing people together who share a common love for knitting

4) What services do you provide?

Knitting classes and a marketplace to purchase materials

5) How long have you been in business?

35 years

6) Who are your existing clients?

Mostly women who are older (but some say that it varies in ages)

7) Do you have any existing brand guidelines in place?

None

8) Who is your target audience?

Anyone who is interested, but would love to expand to a younger audience as well

9) Who are some competitors?

Different Fiber festivals in the area and online knitting classes

Shenandoah Fiber Festival is a big competitor as it meets on the same weekend

10) Do you have a tone, image or style in mind to represent you/your work/your company?

Community, something more modern, supporting all diversities

11) Do you have a tagline or selling point of any kind?

Knitting friendships together since 1985

12) Are there items that you must have or absolutely want in this project?

Logo that will work for print and media with yarn as an element

13) Are there any items you do not want?

No

14) What assets do you have already?

A website and a current logo

15) What are you looking to include in this project?

Logo, maybe a banner for the website and a logo that can be used for marketing and communication purposes

16) Who in your field has a successful visual with their marketing materials?

Vogue Knitting Live, Kristy Glass Knits, Neighborhood Fiber Company, Purl Soho, Fancy Tiger Crafts, Fibre Space, Loop