Post on 28-Jan-2015
description
Develop branding & creative direction 2014.
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What Is Branding?
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it’s all about perception
“Branding is about signals–the signals people use to determine what you stand for as a brand. Signals create associations.”
–allen adamson
˟ branding signals.
defining brand signals
The Branding Process.
1. Brand Strategy 2. Brand Experience
˟ branding signals.
Phase One: Brand Strategy.
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brand strategy
a) The Brand Idea. + what do we stand for?
b) The Brand Personality. + what is the attitude we want to project?
c) The Creative Brief. + what strategy did we discover?
˟ branding strategy.
what are we selling
Our brand provides... database
professional development
communication
quality assessment & improvement
˟ brand products.
who are our prospects
Our brand’s users... individuals
+ Administrators + Directors + Providers + Caregivers + Teachers + Trainers/Educators + RBPD Specialists + Aides
organizations
+ Family Child Care programs + Center-based Child Care programs + Public School-based programs + Summer programs + School-age care & education programs + Head Start programs + Training Sponsors + Child Care Aware agencies + Higher Education Institutions
˟ brand audience.
target-market profiles
˟ brand clients.
Pam female age 37 aide center-based training & career
opportunities
Ruth female age 56 provider home-based parent aware
application & coaching
Derrick male age 33 teacher after-school validate data,
securely host documents
Kate female age 24 caregiver friend/neighbor training
opportunities, certification
what are our goals
Our brand’s objectives... engaging our audience as partners in their success offering free & subsidized resources to improve quality promoting a sustainable, thriving industry-ecosystem improving the lives of children & youth verifying professional data, secure documentation
hosting and validation
˟ branding strategy.
what is our attitude
Our brand values... care trust partnership education innovation excellence
˟ branding strategy.
brand idea
Quality at Work.
˟ creative direction.
brand personality
˟ creative direction.
Cooperative Secure Achieving
Developing Resourceful Supportive
brand creative brief
˟ creative direction.
background: the minnesota quality improvement and registry tool is a new website that supports the early learning and school-age care community.
objective: to debut this new brand by creating a brand strategy, brandname and brand idea. Then, creating an identity system (including logo, colors and tagline).
target audience: individuals and organizations in the early learning and school-age care community. Predominately women, ages 20 to 65, with varying levels of education.
message: this brand is the ultimate multi-tool, supporting the early learning and school-age care community, offering innovative and user-friendly quality improvement and professional development tools and resources.
competition: no specific competitors. distinguishing characteristics: offers a robust array of tools for improvement
and development. free service for a diverse audience. state-wide, public.
Phase Two: Brand Experience.
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brand experience
1) Verbal Identity. + what is its name; descriptor; tagline?
2) Visual Identity. + what does it look like? what is its style?
3) Sensory Identity. + what & how does it make one feel?
˟ creative direction.
verbal identity
brand name: brand idea:
website:
description:
taglines:
Develop Quality at Work. developtoolmn.org Develop offers training and quality improvement tools to support early learning & school-age care. Imagine, innovate...but always improve.; Dwelling in possibilities.
˟ creative direction.
visual & sensory identity
visual identity:
sensory identity:
ladders, tools, hardware, construction, geometric shapes, house/home, arrows, chevrons, road signs, colorful, minimalist, modern, swiss design, futuristic, flat, color-blocking precise, blunt, safe, bold, powerful, user-friendly sense/d.i.y.
˟ creative direction.
Mood Boards.
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inspiration preliminary mood-board
creative direction final mood-board
Brandmark Design Process.
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creative direction preliminary logo exploration
creative direction revised logo exploration
creative direction final logo
Brand Typefaces.
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creative direction web & screen typography
creative direction print and accent typography
Rockwell
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Helvetica Neue LT Std Lt
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creative direction custom stencil typography
Brand Colors.
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creative direction colors
Main brand colors: Process Black, Process Cyan and “Tang” (PANTONE 1365 C)
Auxiliary brand colors: “Lush,” Process Yellow, “Paprika,” and “Lilac”
Neutral brand colors (listed left to right, bottom to top) • Row A: “Denim,” “Carhart” and “Timberland” • Row B: “Dirt,” “Earth,” “Dust,” and “Sand” • Row C: Process Black - 90%, 80%, 60%, “Concrete”
Patterns.
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creative direction custom patterns
Pictograms.
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creative direction custom develop pictograms
Parent Aware Integration.
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creative direction custom parent aware pictograms
Photography.
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creative direction photography
lifestyle portraits advertising photography
environmental portraits conceptual portraits
Identity Collage & Mock-ups.
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creative direction identity collage
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