OVERVIEWWALLACE CHURCH — STRATEGIC BRANDING & PACKAGING DESIGN
WHO WE AREWALLACE CHURCH, INC.• 35 Years of Experience• Independently Owned• Global reach through international affiliations• ViBE® - A disciplined process that Integrates strategy and creativity across all brand touch points• 45 - Member Team
WHO WE AREWALLACE CHURCH, INC.• Strategic & Creative Synergy• Structural and Graphic Packaging• Consumer Research Coordination• Range of Product Categories & Retail Environments• Brand Innovation/Renovation Expertise• Brand Identity Architectures: One Brand and/or Multi-Product Segments• Package Structure/Graphic Design Integration• Sustainable Consultation
ViBE™ VISUAL BRAND ESSENCE OVERVIEWHUMAN PERCEPTUAL HIERARCHY COLOR • SHAPE • NUMBERS • WORDS
STRATEGIC BRANDING PROCESSSTEP ONE — SEEK• Research – Review existing research, recommend additional research, gain an in-depth understanding of existing brand equities• Category Sweep — Audits across a variety of traditional (bricks and mortar) and on-line channels within and outside relevant product categories• Trends Review — A review of relevant category, product and lifestyle trends that can have an impact on the assignment and that can identify unique opportunities
STRATEGIC BRANDING PROCESSSTEP TWO — DISTINGUISH• Brand DNA – Identify the primary functional and emotional benefits of the brand and establish a core essence• Brand Mentors — Identify aspirational brands outside of our product category• Consumer Profiles — Visually depict our consumer and their daily lifestyle, habits, influencers, etc.
STRATEGIC BRANDING PROCESSSTEP THREE — VISUALIZE• Visual Essence Boards — Develop a range of visual design territories or themes that capture the core essence and positioning of the brand. The design territories become the catalyst for the design process• ViBE™ Research — Use “creative consumers’ to help either validate or further evolve the various ViBE™ components• Brand Essence Books — Contains usage guidelines and specifications for all visual components, including color, imagery, typography, iconography, etc. and will be used to guide the creative development process across all touch points