< Create a mark >
c o n t e n t s01 Seize the day
02 Why go to Albury
03 Who are the competition
04 What are our values and beliefs
05 Our positioning
06 What’s in a name
07 Colours and moodiness
08 Typography and fonts
09 Our mark / Form
10 Tag
11 Branding
12 On the line
13 A Shift
14 Changing pace
15
16
17
a new beginning... Changing our name and visual identity
was a difficult decision for us to make.
We had invested so much time and effort, and
even finances into the creation of Lantern. Time
and time again we have heard the advice “Don’t
be precious with your ideas”. If you hold onto
an idea or piece of work too tightly it stops you
from evolving and making it into something even
better.
We came to the conclusion that we would loose
more in the long run by trying to fit our positioning
into our new market, rather than position our
business to fit the market.
“Know thyself.”
Plato
First Alchoibiades
4
• Bold, memorable, and appropriate
• Immediately recognisable
• Provides a clear and consistent image of the company
• Communicates the companies persona
• Legally protectable
• Has enduring value
• Works well across a variety of media and scale
• Works in both black and white and colour
• Has longevity
Functional Criteria our visual
identity must meet
a new look...This pyramid
illustrates that we need to understand
what we stand for. With self
knowledge we can start
the process of creating a strong
visual identity which will be
sustainable well into the future.
logo
look and feel
targeted messages
core messages
we know who we are
8
“Give to us clear vision that we may know where to stand and what to
stand for - because unless we stand for something, we shall fall for anything.”
Peter Marshall
why meow...
4ou
r pr o
miseAll our work will be founded on a strong strategic plan and be highly creative in its concepts and design.
Branding and advertising that connects with people.
Ads that are valuable for both our clients and the audience.
Creating a strong and memorable brand is crucial to the success of a business.
Our commitment is to create branding and advertising that is relevant, unique, beautifully designed and has longevity.
meanto
Ads that people enjoy seeing; ads that enhance
their daily lives. Creativity is our essence. We
aim to exceed expectations; creating the most
memorable, successful and original ads.
We want our work to be more than ‘just an ad’. We want
them to connect with people on a
deeper emotional level, and make our
clients an intrinsic part of the lives of their audience.
“ To think
creatively,
we must
be able
to look
afresh
at what
we
normally
take for
granted. ”
George Kneller
something p e o p l e
W e s t r i v e t o c r e a t e a d s t h a t
8
OS
t r
e n
g t
h s
W e a k n s s e sLack of industry experience
Minimum financial budget
Less purchasing power
Small portfolio of work
Being unknown
OpportunitiesLarge amount of advertising work available
Create a niche in the market
T h r e a t s
Vast amount of competition
Advertising in Australia is quite conservative
Difficulty in gaining trust from prospective clients
Negative connotations towards the advertising industry.
WTSPassion
Industry contacts
Strong liaising skills
Offer a more personal service
Majority of work done in-house; more unity and control
Diversity of Skills
We have training and qualifications in:
• strategic planning • art direction
• marketing • conceptualising
• copywriting • web design
• photography • various computer programs
Many say the ‘one stop shop’ huge advertising agency is gone. What we
Everywhere you look there are niche markets popping up that specialise in specific areas. We believe that our agency
It doesn’t mean we will limit the variety of services we offer, it just means that we
Realistically we can’t compete on the same level as large Melbourne agencies such as Clemenger, Badger, George
We analysed our abilities and looked into our strongest skills.
want MEOW to be is a targeted agency. Be it large or small, we want to be focused.
will be more successful it we stick to: “We do ‘this’ and we do it well”, rather than trying to be all things to all people.
have more defined identity of who we are, both to our clients and ourselves.
Patterson and Y&R. To differentiate ourselves and appeal to clients we need to offer something unique.
After delving deep , we discovered that our forte is ‘branding’.
“ Differentiation is the distinctiveness of a brand;
how different it is from its competitors.
Differentiation is a bottom-line ”
Aaker
< positioning >
3 4
< competition >
A Brilliant Ad Agency
Above Advertising
Ad Company
Adcore Creative
Advantage Advertising
AME Advertising
Barkley’s Advertising Agency
Beard Kent Advertising
Blink Creative
Bloomfield Advertising
Bond & McCully Advertising
Brand Agency
Carat
Cheeky Pup Design
Chris Ralph Creative
Clarity In Design
Comcall Partners
Condor Advertising
Convenience Advertising
Coo’ee Advertising
Creative Muscle
Croft & Partners Advertising
Cunningham Advertising
Cusp Creative
Cyclone
D&A Design & Advertising
Design Line
DGM Advertising
Dickson AdPlace
Dickson Petit Advertising
Earthquake Advertising
Eastern Advertising
Egami Advertising
EGM Advertising
Essentia Group
E Synergy Advertising
Flash Advertising
Focus Communications Group
Francis Maurice Design & Advertising
Frank Moore Advertising
Frontier Advertising
Furphy Advertising
Fuzzy Advertising
G.Barrett & Associates
Gardner Dixon Hall
Garry Shuttleworth Advertising
G’Day Advertising
Get Real Advertising
GMW Advertising
Gotcha Advertising
Goullet Geoff Advertising
Greyscale Advertising
Grouse Advertising & Design
Guthrie Advertising
Hartrok Advertising
Hayes & Partners
Hero Creative
Hindsight Advertising
Holst Advertising
Hope Advertising & Design
Ideas Factory
Ideas Galore
Ideas Solution
Illuminati
Imadgination Advertising
Inhouse MAD
Ink
Inspire
Ivor Bradley Advertising
Johnson & Hobby Communication
KB Advertising
Keyhole Advertising
Klout Advertising & Design
Linc
Look Advertising
Love
McMahon Advertising
MAD House
Magmum Opus Advertising
M.A.M Advertising
Marmalade
Melbourne Advertising Design
Mercury Advertising & Design
Mollison John Advertising
MRM Advertising & Design
Normal Connell Advertising
O’Keefe Communications
Omega Advertising
Onion Advertising
Orangehammer Advertising
Pace Advertising
Peter Telford Advertising
Polygranet Advertising
Power Advertising
Quantum Advertising
Raymond Pitts Advertising
Reality Group
Red House Design
Red Pill Advertising
Redhanded Creative & Marketing
Rez Design & Advertising
Richard Blackman Design
Richard Hall Advertising
Rob Gauci Advertising
Russell-Curtis & Jane Advertising
SAS Creative
Scimitar Advertising
Sense
Skinner Advertising
Smart
Spin Communications
Spinach
Squawk Box
Starship
Steven Judd Advertising
Studio Anybody
Surgery
Tactix Creative
Tequila
That’s Magic Advertising
The Advertising Group
The Big D
The Blue Group
The Bundy Agency
The Can Do It Group
The Creative Brunch
The Egg Brand
The Gallery
The Hothouse
The Primary Agency
The Seed Agency
The Selling Point Adevrtising & Design
The Sphere Agency
TM Design
Trout Advertising Design
Twenty 20 Communication
2’s Company
U-Bahn Design
Ullen & Partners
United Advertising
Visual Identity
Wadelton Advertising
WAM Advertising
White Advertising
Wordhouse
Xpose Advertising
There is extensive competition in advertising in Melbourne. We will have to work hard
to differentiate our business, prove ourselves and gain the trust of potential clients.
Our primary competition will be other small advertising agencies, particularly ones
that specialise in branding.
438
< values >Although our location and strategy has changed, our values have
basically remained the same.
We still believe in having a very involved and collaborative relationship
with our clients, and producing great work that is on strategy, time and
budget.
The most important element for us is that our work is highly
creative, innovative and original. We don’t want to be an
agency that churns out work for the sake of the dollar. We want all our
work to be pieces that we are proud to put our name on.
It is extremely important to us that we put back into society and have a
positive impact on the world in which we live. Pro bono work, donations
and sponsorships are a vital part in the running of our business.
< identity >I i
3
We decided on the name ‘Meow’. We liked the fact that it
was a sound rather than a word, and that it was quite quirky.
Instead of having a name that represented what we do or
what we offer, we wanted to have a name that conveyed a
feeling or emotion. We think that it better represents the type
of agency we are and the type of work we do - creative, fun,
unique and edgy.
Choosing the right name proved
to be a huge challenge.
We wanted a name which packed a punch.
We wanted it to be easy to pronounce and easy
to remember. When culling the list of names we
brainstormed, we judged each of them against
positioning goals, performance criteria and
availability.
4
Crumpet
Etc Etc Muse Blur
Burnt Toast M
eow Bread Etal S
herbet
Crumpet E
tc Etc Muse B
lur Burnt
Toast
Meow Bread Etal Sherb
et Crumpet
Etc Etc Muse B
lur Burnt
Toast Meow
Bread Etal S
herbet Cru
mpet Etc E
tc
Muse Blur B
urnt Toast
Meow Bread
Etal Sherbe
t Crumpet E
tc Etc M
use
Blur Burnt
Toast Meow Bread
Etal
Sherbet Cr
umpet Etc E
tc Muse B
lur
Burnt Toast M
eow Bread Etal S
herbet
Crumpet E
tc Etc Muse B
lur Burnt
Toast
Meow Bread Etal Sherb
et Crumpet
Etc Etc Muse B
lur Burnt
Toast Meow
Bread Etal S
herbet Cru
mpet Etc E
tc
Muse Blur B
urnt Toast
Meow Bread
Crumpet Etc Etc Muse Blur Burnt
Toast Meow Bread Etal Sherbet
Crumpet Etc Etc Muse Blur Burnt Toast
Meow Bread Etal Sherbet Crumpet Etc
Etc Muse Blur Burnt Toast Meow
Bread Etal Sherbet Crumpet Etc Etc
Muse Blur Burnt Toast Meow Bread
Etal Sherbet Crumpet Etc Etc Muse
Blur Burnt Toast Meow Bread Etal
Sherbet Crumpet Etc Etc Muse Blur
Burnt Toast Meow Bread Etal Sherbet
Crumpet Etc Etc Muse Blur Burnt Toast
Meow Bread Etal Sherbet Crumpet Etc
Etc Muse Blur Burnt Toast Meow
Bread Etal Sherbet Crumpet Etc Etc
Muse Blur Burnt Toast Meow Bread
Etal Sherbet Crumpet Etc Etc Muse
Crumpet Etc Etc Muse
Blur Burnt Toast Meow
Bread Etal Sherbet Crumpet
Etc Etc Muse Blur Burnt
Toast Meow Bread Etal
Sherbet Crumpet Etc Etc
Muse Blur Burnt Toast < meow >
“ The right name has the potential to become a self propelling publicity campaign, motivating word of mouth, reputation recommendations, and press coverage. ”
LisaReidel Folio 1
Crea
te a
mar
k.4
Cats...hunt...devour...scratch...mark...imprint...roam...sly...sleek...predators
Which followed onto a number of possibilities
for our tagline...
We wanted come up with a tagline that stated what
we do, but also played on our name, Meow. So we
started by brainstorming features and qualities of cats
that could also be connected to advertising:
From these we chose the word ‘mark’. Cats are
renowned for clawing and scratching, and as a result
leave everything marked. We liked the concept of
our agency helping to create a ‘mark’ for our clients
Memorable...lasting...unforgettable...permanent...vital...stand out...striking
So we began to think about what kind of mark will we
hope to be creating for our clients... Our mark will be...
Make a distinctive markMake a memorable markMake a lasting mark Make a striking mark Leave a striking markLeave a mark
C reat e a mark.
“ A tagline is a slogan, clarifier, mantra, company statement of guiding principle that describes or helps create an interest. ” Debra Koontz Traverso Outsmarting Goiath
< ww
w >
3
invoice
4. meowcreative.com
registered until 9/08/09
Registration: 2 year(s)
AUD $36.00 inc. GST
5. meowdesign.com.au
registered until 9/08/09
Registration: 2 year(s)
AUD $28.00 inc. GST
Sum Total $156.00
We charged your credit card:
Card: Visa
Valid: 06/08
Owner: Vivian M Mcguinness
You may manage all of your products at http://www.crazydomains.com.au
Thank you for choosing Crazy Domains as your premier domain provider.
Best regards,
Crazy Domains
76105510674
http://www.crazydomains.com.au
If you have any queries regarding your order, please reply to this email.
Tax Invoice for Order No. 83031 Inbox “[email protected]”
<[email protected]> to me
More options Aug 10
10/08/07
TO: Meow Creative
26 DudleyParade
Canterbury
VIC, 3126
Australia
TAX INVOICE No. 83031
Dear Vivian,
Below is a summary of your order with Crazy Domains.
1. meowadvertising.com.au
registered until 9/08/09
Registration: 2 year(s)
AUD $28.00 inc. GST
2. meowadvertising.com
registered until 9/08/09
Registration: 2 year(s)
AUD $36.00 inc. GST
3. meowcreative.com.au
registered until 9/08/09
Registration: 2 year(s)
AUD $28.00 inc. GST
3 4
Create as many email accounts as you want, up to the maximum limit set for your
Email Hosting plan. Now, you need to set up email on your computer.
------------------------------------------------------
3) Setting up your Email
------------------------------------------------------
When you have created your new email account, set up your computer to send
and receive your new emails with ease in Outlook or any other email program.
Username: [email protected]
Password: (Password set when creating the new email)
Incoming Mail Server: mail.meowadvertising.com.au
Outgoing Mail Server: (Same as your Internet Provider)
-------------------------------------------------------
For more information, please visit our huge Help Section or email us.
Help & Support
Email Help Desk
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Thank You
Crazy Domains
Customer Care
www.crazydomains.com.au
Congratulations! Your Email Hosting is successfully activated.
------------------------------------------------------
1) Your Email Hosting Manager
------------------------------------------------------
Use this username and password to use your Email Hosting Manager to configure
and create new email accounts.
Your Username: meowadve
Your Password: ByU1y91
Domain Name: www.meowadvertising.com.au
-------------------------------------------------------
2) Creating an Email Account
------------------------------------------------------
To create a new email account, simply follow these easy steps:
• log in to your Email Hosting Manager control panel with your Email
Hosting username and password
• click Add/Del Email Accounts in the Mail area
• click Add Account
• type the first part of the e-mail address in E-mail
• type the password for the new email account in Password
• review Quota – the mailbox size limit has been preset to the maximum
of 100MB; type over if you want to reduce the size limit
• click Create
meow email
8
< c
ash
flo
w f
ore
cast
20
06
>
MONTH JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL
REVENUE
ADVERTISING JOBS 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 120,000$
10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 120,000$
COSTS
MONTH JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL
ADMINISTRATIVE
TELEPHONE 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 3,000$
INTERNET 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 720$
POSTAGE 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 720$
ELECTRICITY 150$ 150$ 150$ 450$
PRINTING 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 1,200$
ACCOUNTING 250$ 350$ 600$
SOLICITOR 700$ 200$ 200$ 200$ 200$ 200$ 200$ 200$ 200$ 200$ 200$ 200$ 2,900$
INSURANCE
1,420$ 670$ 670$ 820$ 670$ 670$ 1,020$ 820$ 670$ 670$ 670$ 820$ 9,590$
PAY
SALARY 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 48,000$
SUPERANNUATION 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 660$
WORKCOVER 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 660$
SICK LEAVE PROVISION 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 1,200$
HOLIDAY PAY PROVISION 1,200$ 1,200$ 2,400$
4,210$ 4,210$ 4,210$ 4,210$ 4,210$ 5,410$ 4,210$ 4,210$ 4,210$ 4,210$ 4,210$ 5,410$ 52,920$
FINANCING COSTS
BANK CHARGES 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 840$
CREDIT CARD FEES 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 600$
120$ 120$ 120$ 120$ 120$ 120$ 120$ 120$ 120$ 120$ 120$ 120$ 1,440$
ADVERTISING
BUSINESS CARDS 410$ 250$
DOMAIN REGISTRATION 90$ 95$
WEB HOSTING 225$ 225$
EMAIL ACCOUNT 19$ 19$
YELLOW PAGES 3,000$ 3,000$
3,605$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ 3,605$
OFFICE SUPPLIES
STATIONARY 250$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 600$
PAPER 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 600$
COMPUTERS 3,500$ 4,250$
PROGRAMS 4,250$ 419$
USB 399$ 20$ 420$
CDS/DVDS 35$ 35$ 35$ 35$ 35$ 35$ 35$ 35$ 35$ 35$ 35$ 35$ 480$
INDUSTRY PUBLICATIONS\ 40$ 40$ 40$ 40$ 40$ 40$ 40$ 40$ 40$ 40$ 40$ 40$ 540$
PETTY CASH 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 1,800$
8,524$ 225$ 225$ 225$ 225$ 225$ 225$ 225$ 245$ 225$ 225$ 225$ 7,909$
EQUIPMENT
COMPUTERS 3,500$ 3,500$
PROGRAMMES 4,250$ 4,250$
7,750$ 7,750$
MOTOR VEHICLE
CAR REPAYMENTS 350$ 350$ $350 350$ 350$ 350$ 350$ 350$ 350$ 350$ 350$ 350$ 4,200$
REGISTRATION 550$ 550$
INSURANCE 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 1,800$
MAINTENANCE 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 1,800$
DAMAGE 125$ 125$ 125$ 125$ 125$ 125$ 125$ 125$ 125$ 125$ 125$ 125$ 1,500$
PETROL 300$ 300$ 300$ 300$ 300$ 300$ 300$ 300$ 300$ 300$ 300$ 300$ 3,600$
1,625$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 13,450$
CLIENT EXPENSES
BUSINESS LUNCHES 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 18,000$
GIFTS 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 350$ 600$
1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,850$ 18,600$
TOTAL EXPENSES 28,904$ 7,950$ 7,950$ 7,950$ 7,950$ 9,150$ 7,950$ 7,950$ 7,970$ 7,950$ 7,950$ 8,680$ 115,403$
TOTAL REVENUE 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 120,000$
TOTAL EXPENSES 28,904$ 7,950$ 7,950$ 7,950$ 7,950$ 9,150$ 7,950$ 7,950$ 7,970$ 7,950$ 7,950$ 8,680$ 115,403$
CASHFLOW (18,639)$ 2,315$ 2,050$ 2,050$ 2,050$ 850$ 2,050$ 2,050$ 2,030$ 2,050$ 2,050$ 1,320$ 4,597$
CASHFLOW FORECAST FOR 2008
LETTERFORM
A unique
design
using
one
or
more
letterforms
that
act
as a
mnemonic
device
for a
company
name.
Typography is the core building block of our
visual identity. We needed a typeface which was
clear and legible but also unique, it was essential that
it encapsulated our personality.
We decided on basing our wordmark on the font
‘James Fajardo’ and keeping our tag line in the classic
‘Gill Sans’ font. ‘Gill sans’ is a clear font which was
suitable for extensive use, ‘James Fajardo’ provided
the base structure for our distinctive ‘meow’. We
altered the font to give it a more streamlined
appearance.
4
meowmeow meow MEOWmeowMEOW MEOWmeow MEOWmeowMEOW
meow MEOW meow meow MEOW meowmeow meow MEOW
meowmeowMEOW MEOWmeow MEOWmeowMEOW meow MEOW meow meow MEOW
meowmeow meow MEOW meowmeowMEOW
MEOWmeow MEOWmeowMEOW meow MEOW meowmeow
meowMEOW MEOW
meowmeowmeowMEOWmeow
MEOWMEOW
meowMEOW MEOW
meowmeowMEOWMEOW
MEOWmeow
James Farjardo 40ptMEOW
GillSans Light 10pt
GillSans Bold 8 pt
4
Our original idea when designing our logo was that we would scratch it into a
variety of different surfaces then photograph them. We would then use these
images for our visual identity work.
Some of the surfaces we considered were wood, the side of a car, the skin on
someone’s arm, fabric on a leather couch…
We thought this would portray the edgy, raw feel we were going for.
Once we had designed our logo, we printed it and transferred it onto a block of
wood. We scatched away the wood until our logo was clearly visible. Next we
scanned it into photoshop and experimented with various filters, changing the
hue saturation and contrast balance.
After trialing an assortment of effects and styles we realised the outcome didn’t
seem to be working for us. It was a good idea in theory but due to our limited
technical resources, ended up being too difficult for us to execute. Instead we
decided to keep the design of our letterform in Illustrator.
Scratching...
em
4
Colour creates emotion, triggers memory, and gives sensation.
Gael Towey, Creative directorMartha Stewart Living Omnimedia
The bronze we chose is : Metallic PMS 896
Our colour pallete will include a combination
of warm earthy shades with bronze. Gritty, sandy
tones dominate for a look that is not too bright.
Although we were not going for a bright,
colourful look, we did take into consideration
the powerful impact that colour has on emotion.
Orange and yellow have positive associations
which are relevant to our business.
Orange combines the energy
of red and the happiness of yellow. It
is associated with joy, sunshine, and the tropics.
It represents enthusiasm, fascination,
happiness, creativity, determination,
attraction, success, encouragement,
and stimulation.
Orange increases oxygen supply to the
brain, produces an invigorating effect,
and stimulates mental activity.
It is highly accepted among young people.
In heraldry, orange is symbolic of strength
and endurance.
Red-orange corresponds to desire,
sexual passion, pleasure, domination, aggression,
and thirst for action.
Metallics such as gold and also bronze evoke
the feeling of prestige. The meaning of gold is
illumination, wisdom, and wealth.
redhead
india
canary
smoke
pebble
sahara
tan
sienna
chocolate
mocha
slate
steel
grey
midnight
deepsea
charcoal
black
Ensuring consistency with a colour such as bronze was one key point that we considered when deciding
on it. We are aware of the challenges of keeping consistency when using a metallic. The benefits of
owning such a distinctive colour outweighed the costs of printing in bronze. We were confident that we
could maintain consistency in our identity by keeping the colour palette in similar shades.
Colour evokes emotion,
expresses personality and
instantly conveys feeling.
Used consistently, the colours
that we use in branding our
identity can create unity. We
created a colour palette which
could be used in all aspects of
our buinesses identity. From the
colour of our office, to the colour
of our business cards and logo.
We wanted to choose
colours that would help us stand
out from our competitors, so
experimented with a number of
possibilities.
We decided on a shade of
bronze as we wanted to convey
strength and professionalism.
4
w w w.m e owa dv e r t i s i n g .c o m.a u
Create a mark.
Vivian Mcguinness
Mobile: 0410 745 787
Email: [email protected]
Director
w w w.m e owa dv e r t i s i n g .c o m.a u
Create a mark.
Verity Kowal
Mobile: 0429 122 233
Email: [email protected]
Director
Card Specifications
420gsm Artboard
Black & Metallic PMS 896 on front,
PMS on back
Matt Cello/Lamination on both sides
Finished size 48mm x 90m
We decided on a rigid stock
with a matte laminate.
This ensured a high quality feel.
In most cases our business card
will be the first contact that a potential
client will have with our business. For this
reason it is extremely important that it
makes a strong and lasting impresson.
The quality of our card instantly reflects
the quality of our business.
As we had a substansial amount of
information to include on our cards, the
layout needed to be carefully considered.
We wanted to keep the design simple and
uncluttered. Our initial idea was to have
both of our details on one card. After some
careful thought we realised it would not be
suitable.
We finalised our design and proceeded
with our hunt for a good offset printer;
One who could produce our cards within
our budget...
3 4
Quote No:Date:
We thank you for your enquiry and are pleased to submit the following quotation:
Attention:
Allanby Press Printers Pty LtdACN 005 500 710 ABN 399 426 672
1 Crescent Rd Camberwell Vic 3124Phone 9813 1422 Fax 9813 2175
Fax:Reference:
Meow Advertising
Meow Letterhead
2230917/10/07
Verity Kowal
Stock: 100gsm Maestro Triotec LaserSize: A4Colours: Met 876Finishing: Trim & packPrePress: Proofs & CtP from suppliedDelivery: FIS Melbourne metroComments:
Quantity 500 1,000
Printing $170.00 $190.00
GST $17.00 $19.00
If you would like to discuss this quote further, please don't hesitate to contact me.
Yours Faithfully,
$187.00 $209.00
Andrew Klaric
All quoted prices are valid for 30 days, and subject to revision upon sight of final artwork.Please use the above Quote Number in all correspondence regarding this Quotation.
letterhead quote
Quote No:Date:
We thank you for your enquiry and are pleased to submit the following quotation:
Attention:
Allanby Press Printers Pty LtdACN 005 500 710 ABN 399 426 672
1 Crescent Rd Camberwell Vic 3124Phone 9813 1422 Fax 9813 2175
Fax:Reference:
Meow Advertising
Business Cards
2230817/10/07
Verity Kowal
Stock: 420gsm Lotus ArtboardSize: 55 x 90Colours: 1pms + MetFinishing: Matt/Gloss Laminate x 2 sides, Trim and packPrePress: Proofs & CtP from suppliedDelivery: FIS Melbourne metroComments: QTY: 500= 500 each name, 1000 = 1000 each name
Quantity 500 1,000
Printing $355.00 $370.00
GST $35.50 $37.00
If you would like to discuss this quote further, please don't hesitate to contact me.
Yours Faithfully,
$390.50 $407.00
Andrew Klaric
All quoted prices are valid for 30 days, and subject to revision upon sight of final artwork.Please use the above Quote Number in all correspondence regarding this Quotation.
business card quote
3 4
“ Interactive experiences require non linear thinking, inviting interfaces, and creative intelligence. ”
Stella Gassaway,
Stellarvisions
When creating our website we had
numerous aspects we needed to
consider to ensure success.
Some of these were:
- An interesting interface
- Consistency with our brand image
- Ease of use
- Loading time
- Relevant information
Above all, our website needed to
clearly communicate the style of work
we do and what services we offer.
We wanted to reflect the personality of our
business and keep it in line with the design and
feel of our logo. The last thing we wanted was a
boring, stiff site.
It had to be fun, youthful, raw and original.
As a new business that is just starting out, we
don’t have a large portfolio of work to showcase
for Meow. This made it even more important for
our site to demonstrate our creativity and show
clients the calibre of work we are capable of
producing.
The setting for our sites interface takes place in
our virtual lounge room. We wanted to create
an ambience where the user could get a feel for
what we are all about. It was essential that the
expeience was entertaining and involved
a personal touch.
While having a poke around the eclectic mix of
furniture, ornaments and other curiosities scatterd
throughout the lounge, users will discover that
many of the items will take them straight to the
information they need.
Instead of utilising standard navigation, we decided
it would be more interesting to use the various
ornaments and pieces of furniture as buttons that
linked to our content pages. We brainstormed
what items would be relevant for the various
content pages, and came up with things like a
telephone = contact, art work = our portfolio,
photo = about us etc.
Some of the elements in the room are also
animated, which brings more movement and
life to the space (eg. the lava lamp and fish).
To keep the site consistent with the design of
our logo and business card we created the website
using sepia imagery.
If you look carefully, you will notice evidence
that some sort of wild cat has been in the lounge,
stragely it’s nowhere to be seen.
Although the cats no longer around, its sure left a
noteworthy mark!
www.m eowadv ertising.com.au
meow online
3 4
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all is revealed...
“ Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments
toward organizational objectives. It is the fuel that allows common people to attain uncommon results.”
Andrew Carnegie
This diagram depicts
what we do within the
agency and the things
we outsource.
All of the strategic, conceptualising,
design and website work will be done
in-house. However we will need to
work in conjunction with many other
businesses for the execution of
specific tasks.
We will need to thoroughly research various
industries to discover the best prices and quality we
can get for the various goods and services we will be
utilising. The better price we can get for production,
the less we can charge our clients and/or the higher
the profit margin for our own business.
We will then need to establish excellent on-going
relationships with these businesses we liase and work
with.
Work/Services that we will need outsourced:
• Printing
• TV Production
• Radio Production
• Domain Registration
• Website Hosting
• Specialised Photography
• Talent Casting
• Media Planning
• Market Research
• Animation
• Promotional Material
• Drawing & Rendering
• Packaging
• PR
• Event Management
4
< goals >
“ Real success is finding your lifework in the work that you love. ” David McCullough
4
Short-term
• Establish 5 regular clients
• Create awareness of the business
• Establish relationships with prospective clients
• Form good relationships with productions
businesses
• Stay afloat
Long-term
• Have a strong portfolio of clientele
• Generate Profit
• Increase workforce
• Become a competitive player in the
advertising industry
• Have a highly regarded reputation within the
advertising industry
• Finalist in AFA Effectiveness awards and
MADC awards
< what the future holds >
caffeine addiction, wrinkles, no social life...do what we love.
sleepless nights, afast food, headaches,
and the chance to
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