PRAXIS WP4 - Branding
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Transcript of PRAXIS WP4 - Branding
WORK PACKAGE 4
BRANDING
ABOUT SINT-LUCASGhent, Belgium
Sint-Lucas is
a university college of Arts and Design
We’re situated in Ghent
Think: Belgium, chocolate, waffles, musterd, beer.
Study Programs
Visual Designprofessional bachelor (180 ECTS - 6 semesters)
Visual Artsacademic bachelor (180 ECTS - 6 semesters)master (60 ECTS - 2 semesters)
Postgraduate Studies Packaging Design(42 ECTS - 16 weeks)
Teacher Education(60 ECTS - 4 semesters half-time studies)
Phd in the arts
PBA Visual Design - Structure of the Study Program
1st sem
2nd sem
3rd sem
4th sem
5th sem
6th sem
VISUAL DESIGNgeneral initiation year
graphic studio
advertising studio
illustrationstudio
digital studio
traineeship and graduation project
Graphic Studio
Identity, logo, poster, typography, magazine, ...
Graphic Studio
Identity, logo, poster, typography, magazine, ...
Graphic Studio
Identity, logo, poster, typography, magazine, ...
Advertising Studio
Concept, brainstorm, campaign, rough, deadline...
Advertising Studio
Concept, brainstorm, campaign, rough, deadline...
Advertising Studio
Concept, brainstorm, campaign, rough, deadline...
Illustration Studio
Character design, storyboarding, infographics, ...
Illustration Studio
Character design, storyboarding, infographics, ...
Illustration Studio
Character design, storyboarding, infographics, ...
Digital Studio
Web, motion graphics, tablets, mobile, video, 3D, ...
Digital Studio
Web, motion graphics, tablets, mobile, video, 3D, ...
Digital Studio
Web, motion graphics, tablets, mobile, video, 3D, ...
WORK PACKAGE 4
BRANDING
Creating and managing a Praxis brand
WP 4 contains:
Create a Praxis brandPart 1
Manage a Praxis brandPart 2
Create and deliver a toolboxWhat we can do
Create and deliver a toolboxWhat we can do
BRANDIMAGE
IDENTITY
WEBDESIGN
CAMPAIGN
COREVALUES
LOGO
PHASE 2CONCEPT
PHASE 3DEVELOPMENT
PHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Previously...
We received the work packagePHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Making things clear
We still have some questionsPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
First of all
We will listen, look and get wiserPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Clear view
We make a briefing to set out the bordersPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
1-2-3 GO!
The debriefing gives us the start sign PHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
PHASE 2CONCEPT
PHASE 3DEVELOPMENT
PHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
We need your help
Tell us what you think
PHASE 2CONCEPT
PHASE 3DEVELOPMENT
PHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
What is your visual image of...
Network,team work,excellence,international,internship, ...
VOLVO = SAFETYIKEA = FAMILYAPPLE = INNOVATIVECHANEL = EXCLUSIVEFedEx = RELIABLEGOOGLE = HELPFUL
LIDL = AFFORDABLEADOBE = ENABLINGCOCA-COLA = CLASSICPLAYBOY = SEXYFSC = SUSTAINABLEWALT DISNEY = MAGICAL
PHASE 2CONCEPT
PHASE 3DEVELOPMENT
PHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Which values do we aim to reach with Praxis?
service minded,develop people,cooperative,creative,innovative, ...
PRAXIS = ?
PHASE 2CONCEPT
PHASE 3DEVELOPMENT
PHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Homework to do
Collect images of what Praxis should look like
PHASE 2CONCEPT
PHASE 3DEVELOPMENT
PHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Mailbox overload
We are interested to hear and see how you think about this
PHASE 2CONCEPT
PHASE 3DEVELOPMENT
PHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Collecting
Making moodboards
Mind-mapping
The brainstorm begins PHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Concept
15 brandconcepts are created, only 5 are chosenPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Vote
You can choose and vote on our top 5PHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012
Once more...
we need your help
NOW
PHASE 1INTAKE
On podium
Bronze, silver and goldPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
And the winner is...
Chosen from the top 3, by the branding teamPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Participation
Your opinion is important, but not sacredPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Graphic design
The finetuning can beginPHASE 3
DEVELOPMENTPHASE 4RESULT
FEB 2012 APR 2012 MAY 2012
PHASE 2CONCEPT
DEC 2011NOW
PHASE 1INTAKE
Web design
Designing a website prototypePHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Advertising design
Shaping the campaignPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
And the logo is...
Presentation of the new identityPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
6 months later
A new brand is bornPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Graphic result
Brand styleguide and templatesPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Web result
Webdesign ready to hand overPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Advertising result
Campaign ready for kick-offPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
DIY
Tools are handed over so you can DIYPHASE 2
CONCEPTPHASE 3
DEVELOPMENTPHASE 4RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1INTAKE
Thank you for your attentionWio & SaskiaSint-Lucas Ghent