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Zlate stranky.cz visual identity development

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Zlate stranky´s (Czech yellow pages) visual identity development from 2008 - 2011: how a dated brand became cool again

Zlate stranky´s (Czech yellow pages) visual identity development from 2008 - 2011: how a dated brand became cool again

Published in: Business, Technology

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  • 1. Visual Identity Development 2008 - 2011 ZlatéStránky.cz Making A Dated Brand Look Cool
  • 2. Zlaté Stránky until 2009 Commercial in Confidence Commercial in Confidence
    • Dated
    • Inconsistent
    • In the shadow of competition
    • Zlaté stránky = printed book
    OMD Snapshot 2006, 2 waves Zlaté stránky brand image amongst users 0% 20% 40% 60% 80% 100% Old fashioned Traditional Trustful Simple & understandable Valuable Modern Likable Innovative Friendly
  • 3. Zlaté Stránky Today
    • Moving towards digital, innovative, relevant and up-to-date
    Zlaté inovace
  • 4. New Brand Claim: You´ve found gold Towards customers (B2B): We generate quality leads for you (Bringing more customers to our customers) Towards users (B2C): Trusted local „finder“ anytime anywhere. (you´ve found gold)
  • 5. The Brand´s New Visual Identity Discover 5 differences…
  • 6. 3. New font 2. Added dot cz 5. New claim 1. Text / symbol re-arrangement 4. Symbol refinement (inc. gradient option) The Brand´s New Visual Identity
  • 7. The Brand´s New Visual Identity Strategic alignment of the sister brands into one visual system
  • 8. The Brand´s New Visual Identity ..last but not least.. Corporate Dated Stiff Publisher Modern Digital Friendly Provider
  • 9. Advertising Design
  • 10. The Brand´s New Visual Identity Changes of advertising elements: drop down menu and the origami element
  • 11. The Brand´s New Visual Identity Brand´s typography: Myriad Pro replacing Frutiger
  • 12. The Brand´s New Visual Identity
    • Contemporary
      • Online sentiment
      • Of 21st century
    • Institutional
    • Clear, simple, engaging
    • Consistent
  • 13. Print Ad Example – iPhone App.
  • 14. Print Ad Example – Augmented Reality App.
  • 15. Print Ad Example – Slimmest ZS ever…
  • 16. Outdoor – Marriage Consultants
  • 17. On-line advertising examples
  • 18. TV Ads Main spot 45 sec: iPhone product spot 30 sec: http://www.youtube.com/user/ZlateStrankycz#p/a/444BAF6DE39E5AAE/0/L5XTalVFN88 http://www.youtube.com/user/ZlateStrankycz#p/a/444BAF6DE39E5AAE/1/YBX3IEBEx70 Sponsorings http://www.youtube.com/user/ZlateStrankycz#p/c/198191E244B91C03
  • 19. TV Ads Golden Vault TVC : http://www.youtube.com/watch?v=scSN4g4cF1s
  • 20. Sales material example
  • 21. Sales material example - DMs