Brand Story: Leonas Custom Hats

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Learning about "A Unique Hat Experience"

Leona's custom hats offers a "unique hat experience" for customers.

As an outsider to the custom hat world, I was not sure what this meant. I asked what made Leons'a custom hats unique and what a "hat experience" entailed.

It turns out, there are a few other custom hat shops, often very high end, that offer a similar product but the service and the experience is very different.

Most other custom hat shops have pre-made hats that customers can choose from, and do not offer such a unique experience of choosing a hat style then steaming, fitting, customizing throughout the entire process. So what sets LCH apart from other custom hat shops is the end-to-end experience for each customer.

While they also offer pre-made hats, the real magic of this hat shop is the process of making your hat unique to you.

It's an extension of yourself, and while the shop owner Brad is customizing and fitting your hat to your head and you can select brim styles, hat styles (the hat in the Brand video is a "brick-style" hat. I learned a lot!), and an array of pins, ribbons, cards, ties and even hot-iron branding!

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The idea for the video

While the brand story is important, the process of making the hats is also unique to Leona's. I wanted to have a short introduction to get familiar with the brand, then a visually-appealing montage of making a hat. The backstory paired with their unique hat approach will appeal to the hat-enthusiast when they see the process of creating a hat.

Saying "custom hats" is one thing, seeing a custom hat be made specifically for you is another. That is what sets Leona's apart. That is what we wanted to showcase in their brand video.

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Deliverables:

Brand Video

1 minute, horizontal video for their YouTube channel, which will be embedded on their website

1 minute, vertical reel for social media

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An Archive of Stand-Alone Vertical "Stories" for Social

25+ short, social media "stories". These are short clips to be used as story posts, for day-to-day updates and promotions. Leonas Custom Hats can use these clips as their baseline creative, to add their own audio and text and links for quickly sharing ideas as they come up.

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Having a bank of multiple, attention-grabbing clips allows them to draw clips from their archive, and quickly get their message across to their followers.

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