STATIONERY SYSTEM

	The stationery system for S-2-3X reflects the fun and whimsical elements of the store, while keeping aptly businesslike in intent. The ensemble works with the three shades of green prescribed in the Identity Plan, and accents with Burnt Chocolate and Neutral Black. Stationery is designed with the four common illustrative figures being the centerpiece of every item. Items are bordered by either a top, top-and-bottom, or top-and-side Undersea Green stripe, as particular limitations of the item dictate. The "Simplicity" attitude of S-2-3X is best brought out in the stationery. Large areas of flat, desaturated greens and low-contrast design give a tone which is simple and clean, while remaining inviting and friendly.

AD STRATEGY BRIEF

	This advertisement is based primarily on text, both to impress the "simplicity" aspect, and in another, to differentiate the advertisement from the more common photographic "product shot" ads. The advertisement is intended as an introduction to the unique qualities of S-2-3X, namely, the commitment to having every size and variety of every fashion in stock. The advertisement is meant to speak as a "humble revolutionary", with the the triumphant "You will fit into these PANTS!" counterbalanced by the "We didn't mean to revolutionize, that's just the way we are," tone in the copy.
	S-2-3X shoppers tend to be budget shoppers, so putting print advertisements in a high-profile magazine would not be worth the (larger) amounts of money. Such an ad would speak to much too geographically broad of an audience, and anyone outside the effective area of an S-2-3X store would be wasted dollars.
	The nature of S-2-3X, especially in this "introductory" state, suggests a pinpointed, localized distribution, working upward to a larger and larger regional presence as awareness of S-2-3X grows. This targeting can be best accomplished by publishing in local or regional newspapers and Sunday special magazine sections. This ad would be best published, for example, in the Sunday USA Today, Parade, or other type insert special, as a full-page color ad. Further pinpointing, the ad can be run in small-town local newspapers as an insert, or bundled with other advertising materials.

PACKAGING RATIONALE

* Bags
	The bag system for S-2-3X uses imagery from the reverse side of the business card to reiterate four core dedications of S-2-3X, namely "VARIETY", "AFFORDABLE", "QUALITY", and "VALUE". The reverse side of the bag features a uniform one of the four human figures, creating a simple and easily distinguishable, yet fun and engaging form of identification.

* Tags
	The tag system derives directly from the mission of having every size of every style in stock. Since items are grouped by style on racks and displays, the tag is centered around the main distinguishing factor, the size of the garment.
	The tag is simply laid out for easy visibility. The front of the preprinted tag has the S-2-3X logo prominently on the top, knocked out of a signature stripe of Undersea Green. The middle of the tag is left blank, to be filled in onsite with a large price marking and short description of the item, except the "SIZE" designator, which allows for a numeric size on the tag, to supplement the more general lettered sizes. On the bottom is another larger Undersea Green stripe, labeled in clearly visible white Eurostile, the general size designator ("S", "M", "L", "XL", "2XL", "3XL"). This allows easy identification among a large amount of clothing, and, when correctly presented, gives visual proof of having everything from "S" to "3X".

COMMUNICATIONS PLAN

	This Identity Plan is meant to give a guided interpretation of the S-2-3X visual and idealistic identity, as well as serve as a good example of the type of material which can be made within the guidelines of the Identity. It is not meant to stagnate or restrict creatives working with S-2-3X, but to make sure they know of and are focused on the "visual language" of this company.
	The book itself is designed using only colors and typefaces within the Color and Typography systems, and utilizing the ideas of simple, consistant design which all S-2-3X publications should reflect.
	The book is a convenient "desk size", being 8 inches by 10, and at least one copy should be kept on every premesis in case local promotional materials need to be made.