Marketing

Shaelyn Digos

Manufacturing Belonging: Brand Voice and Implicit Communication in Fashion Branding

A close-up headshot of a young woman with dark, wavy hair parted in the middle, smiling gently. She has fair skin, prominent eyelashes, defined eyebrows, and reddish-brown lipstick. She is wearing a black blazer and a delicate gold chain with a small cross pendant around her neck. The background is a soft, neutral grey.

Shaelyn is a fourth-year Professional Communication student at Toronto Metropolitan University with a strong interest in branding, digital media, and audience engagement. Through her studies, she has developed skills in strategic communication, content creation, and media analysis. Shaelyn is particularly interested in how brands communicate identity and cultivate relationships with audiences across digital platforms. Her work explores how visual aesthetics, messaging, and brand voice shape audience perception and influence how consumers interpret belonging and identity in contemporary brand environments.

This research examines how fashion brands use explicit and implicit communication strategies to construct identity and cultivate audience belonging. Focusing on Brandy Melville and Aritzia as comparative case studies, the project analyzes TikTok content to identify patterns in brand voice, visual tone, and messaging practices. Through discourse and visual analysis, the study explores how aesthetic consistency, tone, and strategic omission shape brand identity and influence how audiences interpret brand culture. The research aims to highlight how belonging is communicated through both overt messaging and subtle visual branding strategies.

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A close-up portrait of a young woman with long, dark brown hair parted down the middle, smiling gently at the camera. She has warm-toned skin with a dewy finish, dark brown eyes, subtle blush, and glossy pink lips. She wears a dark-colored top and a thin gold necklace with a small pendant. The background is a soft, blurred indoor setting.

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Close-up portrait of a young woman with dark brown, voluminous curly hair framing her face. She has warm brown eyes, long eyelashes, a nose piercing, and full lips with glossy pink lipstick. Her skin has a warm undertone with faint freckles and blush. She wears a black off-the-shoulder top and a thin gold necklace with a square charm and an Arabic script charm. She is looking directly at the viewer with a gentle, inviting smile against a soft gray background.

Khulood Al-Qashteenee

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