accesso Brand Guide

INDEX

A C C E S S O B R A N D G U I D E O C T O B E R 0 2 , 2 0 1 1

TABLE OF CONTENTS

01. RESEARCH & STRATEGY

1.1 INITIAL RESEARCH P.021.2 ACCESSO PROFILE P.05 1.3 DEMOGRAPHIC PROFILE P.06 1.4 CREATIVE BRIEF P.07

02. CREATIVE DEVELOPMENT

2.1 COMPETITION SURVEY P.092.2 MOODBOARD & INSPIRATION P.102.3 PRELIMINARY CONCEPTS P.112.4 LOGO DEVELOPMENT P.12

03. IDENTITY GUIDELINES

3.1 LOGO P.143.2 COLOR PALETTE P.173.3 TYPOGRAPHY P.183.4 IMAGE STYLE P.20

04. APPLICATIONS

4.1 STATIONERY & ADMINISTRATIVE P.224.2 WEB SITES P.244.3 PR COMMUNICATIONS P.264.4 HR COMMUNICATIONS P.294.5 FACILITIES SIGNS P.304.6 VEHICLES P.314.7 MARKETING & SALES P.32


01. RESEARCH & STRATEGY

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01.01 INITIAL RESEARCH

This is the research and development of the Accesso brand.

This campaign will examine the current identity of Accesso and explore different methods of building and improving upon what exists. Accesso is a technology startup firm that specializes in tick-eting and ecommerce. The company has been at the cutting edge for providing exceptional services and customer support but in turn has given minuet attention to their brand image.

The design campaign will concentrate on improving the three pillars that make up the company. Those areas are the company brand, current and future services, and customer support. The brand will be reconstructed with Accesso’s services and clients in mind. The online presence of Accesso will provide a clear and concise listing of current and upcoming services, client portal, and careers platform. On the mobile front, a new application will provide the same message through a user friendly application for the iPhone.

While there will be many new additions and features, the goal is to maintain the essence of Accesso. Evolving the Accesso brand will introduce new clients, partnerships, and opportunities on a global scale. Refreshing the Accesso brand will benefit the com-pany as it grows in size and the number of services it offers. Many of the changes will also tackle the weaknesses that were found in the company SWOT analysis. One of the major weaknesses was the lack of specialized expertise within company personal; this weakness will be a target of the new career platform.

This campaign will ensure the longevity of the Accesso brand while allowing the company to adapt to an ever evolving market.

The ticketing industry is a thriving and evolving market with com-petition at its very essence. For example, companies such as Six Flags are the face of amusement parks and attractions. Small busi-nesses such as Accesso are responsible for the prime ticketing ex-perience that millions of consumers undergo each year, the com-pany website states “Our technology has been providing cutting edge ticketing and e-commerce solutions to major theme parks and attractions since 2002. To date, Accesso’s technology has pro-cessed over $3 billion in sales for our customers” (Accesso, 2010).

The proposed campaign for Accesso is intended to harness the innovation within the company and target it to refresh company brand and enable the establishment to compete on a global level. The branding process will effectively escalate sales volume and improve upon customer support.

While Accesso has delivered on the promise of providing quality solutions to their clients, their brand has failed to keep up with the current market’s needs. Refreshing the company’s identity, online presence, and support platforms are some of the ways intended to carry-out that promise. The company logo needs to reflect present and future solutions. The online platform is an-other sector of concentration where improvements are needed to develop the quality of information and customer feedback. Social media sites such as Facebook can be used to connect company personnel and consumers on what is new while continuously providing feedback. Many of these innovations will supply the company with the image and tools to compete and survive in a dynamic global market.


The objective of the campaign is to assess the current needs of Accesso in the following areas; brand persona, current and future services, and customer support. Essentially those three are the pil-lars of the company. The campaign will evaluate the current brand and will take the necessary steps to effectively improve upon the current image. Improvements in current and future services will also impact the brand. Building on an award winning customer support system will only lead to a higher satisfaction rate with current and potential clients.

The current brand persona of Accesso is difficult to identify due to inconsistencies and the lack of brand management. The cam-paign will develop a new logo that is a sum of the three pillars as stated above. Adjustments made to online, print, and mobile platforms will carry a consistent and intuitive approach that will ultimately bring forth the brand to the forefront of the industry. Many improvements will be made to the current site that will alter the flow of information allowing users a more secure and intuitive surfing experience. These same alterations will be brought to the mobile platform as well. The mobile market has gained momen-tum in recent years, and Accesso is aware of its importance. A new iPhone application will be designed and developed to give users access to all the information the site entails and will give clients access to the CSM while on the move. Finally print material will carry the same message in the form of marketing collateral and stationary.

Accesso’s success is contributed to the plethora of services the company has offered since its inception which they have con-tinued to build by improving previous solutions and offering new ones. The company has poorly handled the recruitment of

specialized individuals in their marketing department which is a cause of their weak branding. Recruiting qualified individuals is another goal of the campaign. The current Accesso website lacks an informative careers platform which has made it difficult to build interest in the company as a work place.

Creating a careers platform directly on the company site will raise awareness to any future openings for the company and will make it easier for management to track at a cost effective rate. Many of these improvements in the recruiting space will allow current employees to focus their time and effort into creating compelling and intuitive solutions.

Accesso is a company that is defined by the products and services they offer. The company has gained great momentum in the tick-eting market over the last five years and it is due to the quality of services they provide. Accesso’s customer support is onboard with the best in the industry. Accesso’s excellent support comes in the form of their Client Services Manager or CSM. Accesso’s current client list includes the likes of Six Flags and many theme parks which have contributed to the continued success of the company. It is vital to continue improving the CSM with new fea-tures that ease the support process and make it cost effective as the company expands.

Design for the campaign will focus on the three mediums; web, mobile, and print. Color and typography will be vital in portraying the new Accesso brand to clients and the public. The goal is to de-liver a consistent message on each of the platforms stated while maintaining a unique approach for each.




Parks and attractions are colorful and full of life. The color schemes used in the campaign must portray that image. The current Ac-cesso brand holds two main colors, green and blue. Green occu-pies more space in the spectrum visible to the human eye than most colors, and is second only to blue as a favorite color (Smith, 2011). Typography is another vital choice when considering the evolution of the Accesso brand. Clean and informative typogra-phy will be considered to relay information in a direct and clear manner. Some font choices that would benefit the campaign are the likes of Times New Roman and Myriad. These design decisions will improve the flow and quality of the design campaign to all audiences.

Online presence is clearly the most critical area of interest when branding Accesso due to the nature of the company. The new Ac-cesso site will provide a more fluid information path in the form of link breadcrumbs. “Breadcrumbs are navigational links that ap-pear below the page header. They provide a hierarchical path that can assist users in orienting themselves within a site” (UW, 2002).

Ensuring the site if accessible from different browsers and from mobile devices will enable Accesso the opportunity to focus their development on what is of interest to their clients and users. One major feature of the new site will be the career portal which will host any opening the company is recruiting for. The portal will give potential recruits an easier way to learn about available posi-tions and connect with the company on a deeper level. The portal will be free of graphics allowing the information to be the focus, and granting users the ability to view it from multiple platforms.

The mobile application for the company will deliver the same lev-el of consistency that the website does on a minimal scale for ease of surfing. While designing for mobile platforms has many disad-vantages, the iPhone platform delivers the best browsing expe-rience on a mobile device, hence why it is the choice for many. One critical disadvantage to Apple’s iPhone is the inability to view flash content through the browser. This is an important to take in consideration when ensuring a high level of consistency between the mobile and online platform.

Print will be in the form of brochures for potential clients, but the Accesso booth will be the focus of the print medium. Accesso attend many shows and expos each year to present their ser-vices and products to the public and others within the ticketing industry. The booth will play a critical part in giving attendees a hand on look at Accesso’s latest solutions. The booth will contain screens displaying demos of all the latest software from the com-pany with personal to assist users at each screen. The design of the booth will be defining element of what the company repre-sents.

While the design process is in its early stage, the focus of the pro-cess will entail an innovative and consistent brand persona for Accesso; a persona that delivers on the company promises and culture.




01.02 ACCESSO PROFILE


01.03 DEMOGRAPHIC PROFILE


01.04 CREATIVE BRIEF


CREATIVE DEVELOPMENT

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02.01 COMPETITION SURVEY


02.02 MOODBOARD & INSPIRATION


02.03 PRELIMINARY CONCEPTS


02.04 LOGO DEVELOPMENT


IDENTITY GUIDELINES

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03.01 LOGOMASTER LOGO


03.01 LOGOLOGO SPACING


03.01 LOGOLOGO VARIATIONS

There are three (3) logo versions, so be sure to use the proper logo for the right applica-tion.

These versions of the logo are provided as scalable vector artwork (EPS).

EPS format allows high-quality print repro-duction. EPS files can be scaled to any size without sacrificing image quality. You may use these files in page layout and graphics programs for print projects. Additionally, EPS format files may also be used to create files in any of the other image formats at ex-actly the sizes required.

1.1 Horizontal

1.2 Vertical

1.3 Horizontal Name Only


03.02 COLORCOLORS PALETTES


PRIMARY TYPOGRAPHY

abcdefghijklmnopqrstvwxyzABCDEFGHIJKLMNOPRSTVWXYZ1234567890$%&’*(,.;:#!?)



The quick brown foxjumps over the lazy dog.

Melbourne Light

Melbourne Regular

Melbourne Bold

AaBbCc 123

03.03 TYPOGRAPHY


SECONDARY TYPOGRAPHY

03.03 TYPOGRAPHY




The quick brown foxjumps over the lazy dog.

Myriad Pro Regular

Myriad Pro Semibold

Myriad Pro Bold

AaBbCc 123


03.04 IMAGE STYLE


APPLICATIONS

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04.01 STATIONERY & ADMINISTRATIVEBUSINESS CARD

13.5 mm

50 mm

13 mm

14 mm


04.01 STATIONERY & ADMINISTRATIVELETTERHEAD & ENVELOPE

13.5 mm

13 mm

13.5 mm

13 mm


04.02 WEB SITESHOME PAGE


04.02 WEB SITESSOLUTIONS


04.03 PR COMMUNICATIONS PRINT ADVERTISING

8.5 in

11 in


04.03 PR COMMUNICATIONS ONLINE ADVERTISING

These frames are the focus of a 300 x 250 px web banner. It is animated in Flash and runs an elapsed time of 10 seconds then loops.


04.04 HR COMMUNICATIONS


04.05 FACILITIES SIGNS


04.06 VEHICLES NISSAN LEAF


04.07 MARKETING & SALES

accesso Brand Guide

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Transcript of accesso Brand Guide