TwineCreativeBriefAugust8,2008

AboutthisDocumentThisbriefisabeginning,nottheanswer.

Itisajumpingoffpoint.AsummaryofallthatwehaveheardaboutwhatTwineisandwhatTwineisn’t.ThebriefisatoolthatwillformthebasisofdesignexplorationsaroundanewlookandfeelfortheTwine.comwebsite.ThegoalistoprovidethefeelingofwhatTwine.comshouldbesothatwewillknowitwhenweseeitandbeabletodiscusstheresultsusingacommonvocabulary.

Thisdocumentsynthesizeswhatwe’velearnedfromTheGuild’spositioninganddesigndirections,ourvisualexplorationsofthosebrandattributesandourpersonas—inanefforttoguidethecreationthenewTwineproductbrand.

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WhatMakesTwinetwine?theconsistentvisualvoicethattranslates&evokestheessentialqualitiesofthebrand

“Thatwaseasy.”

“Thanksforpointingthatout.”

“You’vegottotryTwine!”

“It’sthebestwaytokeepup...”

“Wow!That’scool!”

“Wow,I’mlovingTwinemoreandmore.”

TheTwineBrand

TheBrandPositioning

Twineisanewnetworkforkeepingtrackofinterests.Itcanbeusedindividuallyandalsowithgroupsandcommunities.ThetechnologybehindTwineautomaticallyorganizesinformation,connectsrelatedideasandhelpsmembersdiscovernewthingsrelatedtotheirinterests.It’sforcreatorswhohelpbuildourcollectiveconsciousness,researcherswhowantamoreintuitiveresourceforgatheringinformationandinformationjunkieswhowantmorefromtheweb.

TheBrandPromise

“Twinepromisesmeamoreintuitivewaytousetheweb.It’sthebestplaceformetoshareandVindinformationaroundmyinterests.”

Everywell‐deVinedbrandmakesapromise.Whetherpeopletrustabrandandeventuallybecomeloyalisafunctionofhowwellthatpromiseiskepteverytimeyouinteractwiththem.

Twine’spositioningstatement,developedbyTheGuild,isanexcellenttoolfordeViningthebrandanddrivinginternalstrategy.TheBrandPromiseisasimilartool,butitapproachesbrandfromtheoppositedirection—fromtheoutsidein—todeVinewhatthebrandshouldrepresenttoanindividualTwinemember.Itcanhelparticulatethekindofrelationshipwewanttoestablishwiththatindividual.Itshouldanswerthequestion:“WhatdoesTwinepromiseme?”

TagLine

Twinetiesitalltogether.

Twineshouldmakepeoplesay

Twineshouldmakepeoplefeel

Energized

Smart

Refreshed

Delighted

Cool

Likeamemberofaspecialclub

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TheTwineSignatureandSystemLogo

Palette

IllustrationStyle

Flat;optimizedtouseCSSproperties

SpellingthewordTwine

Twineshouldalwaysbecapitalizedwhenreferringtotheapplication(“Twine”)butlowercase(“twine”)whenreferringtoaninterestgroup.

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TheTwineSignatureandSystemIdentityFonts

TheDINfontfamilyhasbeenchosenfortheTwineidentitysystem.

ApplicationFonts

TheArialandHelveticafontfamiliesisusedintheTwineuserinterface.

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Useful Stylish Enlightening

Easy Energetic Smart

Articulate Approachable Helpful

Friendly Fresh Pulsing

Ambitious Evolution Organized

Clever Quick Stimulating

Surprising Valuable Connected

Twineisalive,pulsing,alwayscurrent,butit’snotchaotic.Twinedeliversalot…quicklyandwithsimplicity.

Twineisanevolutionofwhatpeopleusenow.It’sambitiousandpowerfulbutitshouldn’toverwhelmthem.

TwineVitsintopeople’slives;it’satooltheyneed,wantandvalue.

Twinemakescorrectassociations,butthey’renotalwaysobvious.Itshouldsurpriseandbeclever,butnotunpredictable.

Twine’saudienceiseducated.Speakclearlytothemandhonortheirintelligence.

Twine’saudienceissavvy.GivethemsomethingofsubstanceANDstyle.

BrandAttributesDuringourresearchwehaveheardanumberofTwineattributes. AdditionalComments

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VisualLanguageExercisesvisualdeVinitionsofTwine’sbrandattributes

TwineTodayScientiVic

Brainy

Cold

Impersonal

Techy

Masculine

Antiseptic

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SettingtheMoodInordertodrawoutemotionalassociationswithTwine’sbrandandbeginthediscussionaroundhowthebrandcanbepresentedattheproductlevel,wemappedTwine’skeybrandattributes(Bold,Kinetic,Relevant,Enabler&Creator)tovisuals,creatingmoodboards.

Intheexercise,therewasconsistentpreferenceforimagerythatwashuman,elegant,crisp,clean,simple,directuncluttered,reVinedbutapproachable,warmbutintelligentanddesign‐oriented.

WefoundthatimagesexpressingBoldinvolvedanelementofriskandthatitwasmostdifViculttoassociateimagerywithRelevantandEnabler.

Thefollowingpagestakeyouthroughourinterpretationofwhatweheard.

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BoldVisualDeCinition

We’redaring;Twineisambitious.

Boldisanattitude,anenergy—notnecessarilyabrightorVlashycolorpalette.

Wetakerisks;we’recuttingedge;Twineisthenextwave.

Twineisnew.We’reaskinguserstotrysomethingnewtoo.

Sophisticated;crisp;clear;elegant;involvedelementsofrisk.

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KineticVisualDeCinition

Twineisalive;neverstagnant.

There’saconstantpulse;butitshouldnotfeelfrenetic.

Humaninput,passionandcreativitymakeTwinekinetic—notmachines,dataorcode.

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CreatorVisualDeCinition

Twinecandoalot,butitneedsaperson.

Upscale;sophisticated;“highart.”

Twineisintelligentandsoareourusers;honorthem.

Twinememberscreatewithclarity;visionandmaturity.

Twine’sformofcreativityisnewcoloredpencilsandamoleskinnotebookmorethanmessyVingerpaintsorpapermâché.

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EnablerVisualDeCinition

Twineassistsyouingettingsomewhere.

Twinehelpsyoudiscover.

Twineshowsyoutheway.

Twineenablestheworld.

WithTwine,we’releadingyouintothefuture.

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RelevantVisualDeCinition

Twineisrelevanttowhoyouare.

Twineisintegratedintodailylife.

Twineconnectsyoutotheworldandtoaworldofconnectedideas.

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WebSiteDesign:inspiration

Like|www.like.com

Blurb|www.blurb.com• Niceuseoflayeringandtexture• Crisp;goodcontrast• Direct,modern,cleanphotography

WereviewedarangeofsitesandchosesomethatrepresentcharacteristicsandfundamentalelementsofdesignimportanttoTwine:aesthetics,visualcommunication,modernismandpresentationofcontent.

Brightkite|www.brightkite.com• Stronggridsystem,easilyscannablecontent• Callstoactionareeasytolocate• Flatdesign,minimaluseofgradients•Dislikecartoonillustrations

FriendFeed|www.friendfeed.com• Clean,clear,simple•Niceuseofwhitespace

Freebase|www.freebase.com• Clean,uncluttered•Approachable

Instructables|www.instructables.com• Stronggridsystem•Approachable;friendlypalette• Clearorganizationofcontent•Toonoisy,orangeandsaturated

Tumblr|www.tumblr.com• Flatdesignwithniceuseofsubtletexture•Mutedpalettewithgoodcontrast• SimpleUIshowcasesusercontentwell• Canvasistoodark;oversizedelementstootrendy

GettyImages|www.gettyimages.com

• Clean,simple,uncluttered• Niceuseofwhitespaceandlimitedpalette• Lesscommon,fresh• Stylish

•NicesearchandVilteringsystem•VisuallanguageofUIispushedbacktoshowcasephotos

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HaveYouMetSara,KristenandEric?you’reabouttoknowthemreallywell

Twine’sTargetUsersPersonasareauserexperiencedesigntoolusedtodescribeauser’smotivations,attitudesandbehaviorsbasedonquantitativeandqualitativeresearch.Theyprovideafocustotheproductdesignanddevelopmentprocess,takingthe“me”outofthepictureandassistusinprioritizingfeaturesbasedoncustomerneeds.

Meetyourusers.

ERICtheSkepticSARAtheDigerati KRISTENtheNetworker

Primary Secondary Future

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Saraisanactivebloggerandnetworker,andherprofessionalandsociallifeareallblendedintoone.

Saraiswellknowninsiliconvalley,andhasinternetfollowersacrossthecountry.Creatingcommunityandestablishingconnectionswithpeopleisatthecoreofherbeing,andtheinternetenableshertoreachbeyondhercitylimits.

SARAtheDigerati

AGE:25to35STATUS:SingleEDUCATION:BAINCOME:$100korgreaterOCCUPATION:MarketingMgr.LOCATION:SanFranciscoHOMETOWN:Atlanta QUESTIONS

WhodoIalreadyknowthat’susingthissite?

WhyisTwinebetterthanDiggorYahoogroups?

Whatisthesemanticweb?

My life is brimming online and offline. I am an early adopter of new technologies. You can find me everywhere and anywhere. Thousands of people follow me online.”

•Ilovemyinternetfriends.•IstrivetobeauthenticinmyonlineinteractionsandproViles.•IamawareoftherisktomyreputationfromthingsIpostonline.

SearchGoogleWikipediaYouTubeYelp

NewsNYTimesSFGateTechCrunchVariousblogs

ServicesFlickrVimeoCraigslist

DevicesiPhoneMacbookProiPodFlipvideocamera

•Icreateaccountsformostnewsites,butImaynotusethemafterIsignup.•Iwriteablog,authorreviewsonYelpandposttoFlickrdaily.•Iorganizepartiesandeventsformyfriendsandmyemployer.•Idon’tinteractwiththesamepeopleineverynetworkIjoin

ATTITUDETOWARDSTECHNOLOGY

ONLINEBEHAVIORDIGITALPROFILE

MOTIVATION

GOALS1.Promoteherself‐brandbysharingwiththeworldatlarge‐herpersonality,perspectivesandopinions2.Iwanttojoinnewsitesmoreeasily.Idon’twanttore‐createmynetworkoneverysite.

INTERESTSMusic,Technology,Events&Parties,Food&Restaurants,Travel

“

NetworksFacebookLinkedInTwitterDiggUpcomingTumblrPownce

UtilitiesDeliciousGoogleGroupsWikisWordpressFriendFeedRSS

PRIMARY

PAGE19

SaratheDigerati

YoungDigeratiarethenation’stech‐savvysinglesandcoupleslivinginafashionableneighborhoodsontheurbanfringe.YoungDigeraticommunitiesaretypicallyVilledwithtrendyapartmentsandcondos,Vitnessclubsandclothingboutiques,casualrestaurantsandalltypesofbars‐fromjuicetocoffeetomicrobrew.

source:ClaritasPRIZMNEmarketsegmentation

Lifestyle&BrandAfCiliations

PAGE20AUGUST2008

SaratheDigerati

lifestreaming

boldunabashed lifestreamer

kineticconstantly changing social butterfly

relevantearly adopter of everything new

enablerconnects to people & connects ideas

PAGE21AUGUST2008

creatoractive author & blogger

Kristenisgroundedintherealworld,in“Cirstlife.”Shehaskids,afamilyandshe’salwaysverybusy.Timeisprecious.Theseobligationsdriveherdecisionsonhowtospendtimeonline.

Shemaybebusybutsheistech‐savvy.She’llusesocialnetworkingsitesifshecanseeatangiblevalue.Valuemeansaddedinsightintocolleaguesorricherconnectionswithcommunitiesthatshareherinterests.

SheisgreatlyinVluencedbyherfriends,andwilljoinnetworksthatherfriendsareusingorhaverecommended.

KRISTENtheNetworker

AGE:32to45STATUS:MarriedEDUCATION:BAINCOME:$100korgreaterOCCUPATION:ITConsultantatGapLOCATION:MillValleyHOMETOWN:Berlin

QUESTIONSWhyshouldIjointhisnetwork?

Whoisbehindthisnewservice?

Whoparticipatesinthiscommunity?

My LinkedIn is purely professional. My Facebook is 50% professional...it gives me more insight into my colleagues.”

•Iparticipateinanetworksthatprovidemeclearvalue.•I’mnotinterestedineverynetwork(MySpaceisforayoungeraudience).•IexpectqualityandIdon’tlikeclutter.IwanttocontrolwhatIsee.•Igrapplewithwhattosharepubliclyandwhattokeepprivate.

•Ioptoutofnewslettersandthinkofthemasspam.•InolongerupdatemyMySpaceproVile,butImonitormydaughter’s.•IamactiveinthelocalGermancommunityonlineandofVline.

ATTITUDETOWARDSTECHNOLOGY

ONLINEBEHAVIOR

MOTIVATION

GOALS1.Shareandreceiveinformationfromfriendsandcoworkersinatrustworthyenvironment2.Maintainawarenessofwhatishappeninginhercommunities3.Discovereasierwaystocommunicatewithdifferentgroupsofpeopleinherlife

INTERESTSCooking,GermanHeritage,Travel,Parenting,Food&Restaurant

“

SearchGoogleWikipediaYouTubeYelp

NewsCNNSFGate

ServicesKodakGalleryEviteCraigslist

DevicesBlackberryPCLaptop

DIGITALPROFILENetworksFacebookLinkedIn

UtilitiesGoogleGroupsWikisiGoogleIEBookmarks

SECONDARY

PAGE22

ExecutiveSuitesconsistofupper‐middle‐classsinglesandcouplestypicallylivingjustbeyondthenation’sbeltways.FilledwithsigniVicantnumbersofAsianAmericansandcollegegraduates‐bothgroupsarerepresentedatmorethantwicethenationalaverage‐thissegmentisahavenforwhite‐collarprofessionalsdrawntocomfortablehomesandapartmentswithinmanageablecommutetodowntownjobs,restaurantsandentertainment.

source:ClaritasPRIZMNEmarketsegmentation

Lifestyle&BrandAfCiliations

KristentheNetworker

PAGE23AUGUST2008

KristentheNetworker

boldindependent; strong opinions

creatorcapturing her personal history kinetic

active & busy; time is precious

relevantinformed by mainstream media outlets

enablerbuilding stronger relationships

PAGE24AUGUST2008

Ericseestheinternetasautility,butnotawayoflife.Ericleadsanactivelifestyle,andspendsalimitedamountoftimeonlinewhenhe’snotatwork.

Ericisinterestedintechnology,butisnotanearlyadopter.HeismorelikelytotryanewsocialnetworkifhisfriendhastoldhimaboutitVirst.EricrarelyupdateshisMySpaceproVile,andisn’tactivelyseekingoutonlinecommunities.

ERICtheSkeptic

AGE:36to40STATUS:SingleEDUCATION:BAINCOME:$100korgreaterOCCUPATION:AccountMgr.LOCATION:OaklandHOMETOWN:Hayward

QUESTIONSWhyhasinvitedmetothisnetwork?

Whatdoesthissitehavetoofferme?

CanItrustthissitewithmypersonalinformation?

I won’t join a network unless my friend has convinced me to.”

•Imaynotwanttogothroughtheeffortofjoininganetwork.•Ikeepmypersonalandmyworklifeseparate.

•Iverifythesenderofemailsbeforefollowinganylinksintheemail.•IreviewproductsandservicescarefullybeforeIbuyorusethem.

ATTITUDETOWARDSTECHNOLOGY

ONLINEBEHAVIOR

MOTIVATION

GOALS1.Minimizeparticipationintoomanynetworks2.Maintainmyprivacythroughoutmyonlineactivities

INTERESTSSports,PersonalBasketballLeague,Investing

“

SearchYahooSmarterTravel

NewsSportslineSFGate

ServicesBuy.comAmazonBankofAmericaCraigslist

DevicesTreopersonalNextelworkPCdesktop

DIGITALPROFILENetworksFacebookMySpace

UtilitiesYahooFinanceMapquestHotmail

FUTURE

Affordablehousing,abundantentry‐leveljobsandathrivingsinglesscene‐allhavegivenrisetotheBoomtownSinglessegmentinfast‐growingsatellitecities.Young,single,andworking‐class,theseresidentspursueactivelifestylesamidsprawlingapartmentcomplexes,bars,conveniencestoresandlaundromats.

source:ClaritasPRIZMNEmarketsegmentation

Lifestyle&BrandAfCiliationsThistargetuserrequiresfutureresearchforbothdesignandproductmarketingteams.

However,wehavemappedhimtoamarketsegmentation.

PAGE25

WriteRightTwine’svoiceandtone

Thetoneofvoiceusedinaproduct’swrittencontentcreatesamood.ForTwine,wewantthatmoodtofeelenergeticandlivelywhileremainingcalmandrelaxed.Wewantthemoodtobeoptimistic,open,enthusiasticandready.

Twine’stoneofvoice

Male Unisex Female

Nerve NetVlix EtsyMaxim OpenTable WeHeartItNFL Facebook DailyCandy

TravelChannel Amazon SephoraDigg LonelyPlanet

MogReddit

Del.icio.us

Twine’stoneofvoiceisgenderneutral.

Gender

Twine’stoneofvoiceisfriendly,conversational,andevenalittlequirky.It’snotsnarky,bland,boring,formalanddeVinitelynotcute.

Sassy&Snarky Conversational&Friendly

Chow BlurbYelp Moo

BravoTV FlickrTumblr

Twitter

Approachability

Twine’stoneofvoiceissmartbutcool,evenspunky—mostimportantlyit’salwaysapproachable.

Coolnessversusgeekiness

Technical&Geeky Cool

CNET Apple

Slashdot Wired

Makezine Dwell

WordPress

PAGE27AUGUST2008

AwesomeDon’tErrorFunctionalHipMistakeObjectObviouslySemantic(usesparingly)SexyWarning

Twine’stoneofvoiceWordsweshoulduseonTwine

Connect,connecting,connectedInterest,interesting,interestedRecommend,recommending,recommendedReadyShareTrackEasyInviteJoinNewSmartTryit

WordsweshouldNOTuseonTwine

WewantpeopletosmileandevensortoflaughwhentheyseemessaginginTwine.

Wewantcopytobeentertainingandfun.

Thetoneshouldconveyabrandthathaspersonalityandcharacter.Itshouldhelpfosterapassionaroundthebrand.

Twineis“cool”butit’sconversationalandfriendly.We’renotüber‐cool,removedorbetter‐than‐you.

WewantTwinememberstofeelliketheyareapartofaspecialgroup.Twineisn’texclusionarybutitisspecial.

AdditionalComments

PAGE28AUGUST2008

MakingItWorkTwine’sbrowserspeciVications

BrowserSpeciVications‣ 1024x768(whichreallymeansroughly994x618ofusablerealestatefordesigning)

‣ Designwithliquidcolumnsinmindforthemaincontentcolumn

‣ TwineiscurrentlydesignedtoonlysupportFireFox,IE7,andSafari.Morebrowsersupportwillbeimplementedinupcomingreleases.

‣ AfullauditofTwine.com’saccessibilityhasnotbeenconductedbutwefollowthesegeneraldesignguidelines:• avoidembeddingtextingraphics• beawareofhowgraphicsareimpactedwhenfontsaremanuallyscaledbytheuser(COMMAND+/‐)• labelimageswithALTtextandanchortagswithtitles• ensureiconshavedistinctsilhouettesanddon’trelysolelyoncolortodistinguishdifference• SEOassistswithscreenreaders• usingCSSpropertiestogeneratecomponentsassistswithaccessibility

PAGE30AUGUST2008