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West of Sunday

Creative Brief

March 13, 2026


Summary

West of Sunday is a lifestyle apparel brand built around comfort, calm, and everyday positivity. The brand is designed to feel like a small emotional reset — something soft, simple, and meaningful that people can wear in their daily lives.

Melinda is creating a line of cozy, elevated garments that combine thoughtful design with positive messaging. Each piece is intended to serve both the wearer and the people around them — offering a sense of calm, while quietly spreading encouragement.

The opportunity is to build a brand that feels personal, warm, and emotionally resonant in a market that is often either overly busy, overly trendy, or narrowly focused. West of Sunday aims to occupy a distinct space defined by simplicity, femininity, and a “hygge” sense of comfort and ease.


Participants

Melinda Yane — West of Sunday
David Mumm — Walla Walla Creative Co.

Overview

What would you like us to do for you?

West of Sunday is a lifestyle apparel brand centered on comfort, calm, and everyday positivity. The goal of this project is to develop a cohesive brand identity that reflects those values and positions the brand for launch and early growth.

The purpose of the work is to:

  • Establish a clear, differentiated brand in a competitive apparel market

  • Build emotional connection and credibility with the target audience

  • Create a foundation that can scale across products, packaging, and digital platforms

The scope includes identity development and key brand applications that will guide future expansion into apparel, packaging, and digital presence.

Success for this project will be defined by:

  • A brand that feels cohesive, intentional, and emotionally resonant

  • Immediate connection with the target audience (“this feels like me”)

  • Products that feel desirable, giftable, and wearable daily

  • Strong early engagement through social media and word-of-mouth

Projects include

Primary:

  • Logo Design

  • Favicon Design

  • Garment Design

  • Garment Printing

Secondary:

  • Hang Tags

  • Thank you card inserts

Creative Considerations

The brand should reflect a sense of warmth, calm, and simplicity — rooted in a “hygge” sensibility of comfort and emotional ease.

Constraints and considerations:

  • Initial budget requires thoughtful, scalable solutions

  • Production realities (apparel printing and garment application) should inform design simplicity

  • Identity must work across apparel, print, and digital environments

Visual and stylistic preferences:

  • Clean, simple, and cohesive design

  • Soft, calm color palette (not loud or high-contrast)

  • Feminine, but not overly decorative or busy

  • Playful and approachable, but restrained

Avoid:

  • Busy layouts or excessive visual elements

  • Loud, flashy, or trend-driven aesthetics

  • Overly youthful or chaotic design styles

Materials and content:

  • Initial photography and content will be created in-house (Melinda, family, early models)

  • Social media (Instagram and TikTok) will be primary marketing channels

Decision-making:

  • Melinda Yane is the primary decision-maker

Brand voice:

  • Warm, positive, and encouraging

  • Calm and grounded rather than loud or energetic

  • Sincere and personal, not overly polished or corporate

  • Feminine and approachable without being overly “cute”

Melinda shared the following brand and design references to help guide visual direction. These examples highlight her preferences in typography, tone, and overall feeling:

Wild Mango (Link)

  • Strong preference for the typography — favorite overall

Levi’s

  • Simplicity of the website (levi.com)

  • Appreciation for the historical typography (1929–1943)

Minimalist Baker (minimalistbaker.com)

  • Typography style — clean, not slanted, and not heavy black

Rolling Stone (rollingstone.com)

  • Typography style — strong character (preferred without the red color treatment)

Dear Heart Designs (dearheartdesigns.com)

  • Overall feeling of the website and brand

God’s Love Overcomes (godsloveovercomes.com)

  • Typography of “GLO”

Altar’d State (altardstate.com)

  • Feminine tone and overall feeling of the website

Product Description

West of Sunday offers elevated casual apparel designed for comfort, repeat wear, and emotional connection. Initial products include crewnecks and t-shirts.

Key features:

  • High-quality, comfortable garments

  • Clean, minimal design

  • Integrated positive messaging

A defining concept is dual messaging:

  • A small, personal message for the wearer

  • A more visible message for others

Future product enhancements may include:

  • Hidden interior messages (inside collar or garment)

  • Affirmational hang tags

  • Expanded apparel and accessory offerings

Price point:

  • Approximately $60 for core items (accessible, slightly elevated within middle-class reach)

What makes the product unique:

  • Focus on emotional benefit (calm, positivity, joy) rather than trend or fashion

  • Simplicity over visual noise

  • A wearable way to express positivity for both self and others

  • Integration of giving back through charitable contributions

Client experience:

  • Personal, thoughtful, and relationship-driven

  • Potential inclusion of handwritten notes or meaningful packaging

  • A sense of receiving something intentional and uplifting, not just a product

Competition

Primary competitors include:

  • Elevated Faith

  • Altered State

These brands are well-developed and offer strong products, indicating a competitive but validated market.

West of Sunday differentiates itself by:

  • Broader appeal beyond explicitly faith-based messaging

  • A simpler, less busy aesthetic

  • A stronger emphasis on emotional experience and feeling

  • A more personal, small-brand connection

Value proposition:

  • A calm, uplifting, and wearable alternative to louder or more niche competitors

  • A brand that blends comfort, meaning, and intentionality

Customer perception of competitors:

  • Generally positive — products are appealing and well-known

  • Some offerings feel too busy, too youthful, or too narrowly focused

Target Audience & Market Realities

Primary audience:

  • Women, approximately 18–45+

  • Middle to upper-middle class

  • Educated or currently in school

  • Mix of professionals, students, and stay-at-home mothers

  • Located primarily in the U.S. and Canada

Psychographics:

  • Values comfort, self-care, and emotional well-being

  • Interested in positivity, gratitude, and personal growth

  • Enjoys relaxed, social, and wellness-oriented activities (yoga, Pilates, time with friends)

  • Drawn to brands that are authentic, purposeful, and give back

Lifestyle indicators:

  • Teachers, healthcare workers, students, mothers, and wellness-oriented professions

  • Casual, laid-back personal style

Not the audience:

  • Highly corporate, formal, or “business-first” personalities

  • Women drawn to rigid, highly polished, or overly structured aesthetics

Market realities:

  • Customers are already familiar with similar products

  • They respond positively to brands with meaning and purpose

  • Social media (Instagram, TikTok) will be the primary discovery channel

Current belief:

  • “There are many apparel options, some stylish, some meaningful.”

Desired belief:

  • “This brand reflects how I want to feel — calm, positive, and grounded — and helps me share that with others.”

User Benefits

This is an emotional product first, not a functional one.

Primary benefits:

  • A sense of calm, comfort, and emotional ease

  • A “go-to” garment that feels good to wear repeatedly

  • A way to express positivity in a subtle, approachable way

  • The ability to uplift others through everyday interactions

Secondary benefits:

  • Participation in giving back through charitable contributions

  • Alignment with values of purpose and intention

This product does not save time, effort, or money — instead, it contributes to emotional wellness and daily experience.

Importance to the consumer:

  • Moderate to high — not essential, but meaningful

  • Positioned as an accessible luxury or small personal investment

Tradeoffs:

  • Slightly higher price point in exchange for quality, meaning, and experience

Before:

  • Clothing serves a functional purpose with limited emotional connection

After:

  • Clothing becomes a source of comfort, identity, and positive expression

  • The wearer feels more grounded, calm, and aligned with her values

Most Important Point (MIP)

Top benefits (ranked):

  1. Emotional comfort — calm, peace, and positivity

  2. Meaningful self-expression — for self and others

  3. Giving back — contributing to causes that matter

  4. High-quality, wearable comfort

If the audience remembers one thing:

  • West of Sunday helps you bring more positivity and joy into everyday life

Emotional takeaway:

  • “I feel calm, comfortable, and connected to something good.”

One MIP:

  • You can spread positivity and joy in your everyday life.

CONTACT:

David Mumm
Principal & Creative Director, Walla Walla Print Co.
(509) 386‑9334