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< create a mark >

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My micro agency in Melbourne. …

My micro agency in Melbourne.
Why I am FOR advertising.

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  • 1. < Create a mark >
  • 2. contents 01 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
  • 3. 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 “Know thyself.” be precious with your ideas”. If you hold onto Plato First Alchoibiades 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.
  • 4. a new look... Functional Criteria our visual logo This pyramid identity must meet look and feel illustrates that we need to understand targeted messages what we stand for. With self • Bold, memorable, and appropriate knowledge core messages we can start • Immediately recognisable the process of creating a strong • Provides a clear and consistent image of the company we know who we are visual identity which will be sustainable well • Communicates the companies persona into the future. • Legally protectable • Has enduring value • Works well across a variety of media and scale • Works in both black and white and colour • Has longevity 4
  • 5. “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... 8
  • 6. Our commitment is to create branding and advertising that is relevant, unique, beautifully designed and has longevity. our promise All 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. 4
  • 7. We striv an e to e mto cr e a te ad something people s t hat nce at enha ein g; ads th enjoy se We t people ssence . Ads tha ity is our e . Creativ ost “ To think ily lives g the m their da tion s; creatin expecta aim to exceed iginal ad s. creatively, ssfu l and or le, succe m emorab we must We want an ‘j ust an ad’. be more th r wor k to a eople on ou We want hp nect wit be able our con el, and make th em to t ional lev to look dee per emo es of their audience. e liv par t of th afresh clients an intrinsic at what we normally take for granted. ” George Kneller
  • 8. SOT Passion Strengths Industry contacts Weaknsses W Strong liaising skills Lack of industry experience Minimum financial budget Offer a more personal service Less purchasing power Majority of work done in-house; more unity and control Small portfolio of work Being unknown Diversity of Skills We have training and qualifications in: • strategic planning • art direction • marketing • conceptualising • copywriting • web design • photography • various computer programs Opportunities Large amount of advertising work available Create a niche in the market Threats Vast amount of competition Advertising in Australia is quite conservative Difficulty in gaining trust from prospective clients Negative connotations towards the advertising industry. 8
  • 9. < positioning > Many say the ‘one stop shop’ huge advertising agency is gone. What we want MEOW to be is a targeted agency. Be it large or small, we want to be focused. Everywhere you look there are niche markets popping up that specialise in specific areas. We believe that our agency 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. It doesn’t mean we will limit the variety of services we offer, it just means that we have more defined identity of who we are, both to our clients and ourselves. Realistically we can’t compete on the same level as large Melbourne agencies such as Clemenger, Badger, George Patterson and Y&R. To differentiate ourselves and appeal to clients we need to offer something unique. We analysed our abilities and looked into our strongest skills. 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
  • 10. < competition > 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. A Brilliant Ad Agency Earthquake Advertising Hope Advertising & Design Orangehammer Advertising That’s Magic Advertising Above Advertising Eastern Advertising Ideas Factory Pace Advertising The Advertising Group Ad Company Egami Advertising Ideas Galore Peter Telford Advertising The Big D Adcore Creative EGM Advertising Ideas Solution Polygranet Advertising The Blue Group Advantage Advertising Essentia Group Illuminati Power Advertising The Bundy Agency AME Advertising E Synergy Advertising Imadgination Advertising Quantum Advertising The Can Do It Group Barkley’s Advertising Agency Flash Advertising Inhouse MAD Raymond Pitts Advertising The Creative Brunch Beard Kent Advertising Focus Communications Group Ink Reality Group The Egg Brand Blink Creative Francis Maurice Design & Advertising Inspire Red House Design The Gallery Bloomfield Advertising Frank Moore Advertising Ivor Bradley Advertising Red Pill Advertising The Hothouse Bond & McCully Advertising Frontier Advertising Johnson & Hobby Communication Redhanded Creative & Marketing The Primary Agency Brand Agency Furphy Advertising KB Advertising Rez Design & Advertising The Seed Agency Carat Fuzzy Advertising Keyhole Advertising Richard Blackman Design The Selling Point Adevrtising & Design Cheeky Pup Design G.Barrett & Associates Klout Advertising & Design Richard Hall Advertising The Sphere Agency Chris Ralph Creative Gardner Dixon Hall Linc Rob Gauci Advertising TM Design Clarity In Design Garry Shuttleworth Advertising Look Advertising Russell-Curtis & Jane Advertising Trout Advertising Design Comcall Partners G’Day Advertising Love SAS Creative Twenty 20 Communication Condor Advertising McMahon Advertising Scimitar Advertising 2’s Company Convenience Advertising Get Real Advertising MAD House Sense U-Bahn Design Coo’ee Advertising GMW Advertising Magmum Opus Advertising Skinner Advertising Ullen & Partners Creative Muscle Gotcha Advertising M.A.M Advertising Smart United Advertising Croft & Partners Advertising Goullet Geoff Advertising Marmalade Spin Communications Visual Identity Cunningham Advertising Greyscale Advertising Melbourne Advertising Design Spinach Wadelton Advertising Cusp Creative Grouse Advertising & Design Mercury Advertising & Design Squawk Box WAM Advertising Cyclone Guthrie Advertising Mollison John Advertising Starship White Advertising D&A Design & Advertising Hartrok Advertising MRM Advertising & Design Steven Judd Advertising Wordhouse Design Line Hayes & Partners Normal Connell Advertising Studio Anybody Xpose Advertising DGM Advertising Hero Creative O’Keefe Communications Surgery Dickson AdPlace Hindsight Advertising Omega Advertising Tactix Creative Dickson Petit Advertising Holst Advertising Onion Advertising Tequila 3 4
  • 11. < va lues > and stra tegy has change d, our v alues ha ve h our location e. ship Althoug the sam relation remained lla borative and basically d and co gy, time g a ver y involve that is o n strate e in havin eat work We st ill believ ucing g r nd prod lients, a ith our c hly k is hig w bu dget. that our wor nt to be an for us is al. We don’t wa t all our element portant an d originof the dollar. We wan The mo st im ovative ive, innns out work for the sa put our name on. ke c reat t chur ud to agency t ha e are pro iety and have a b e piec es that w into soc ions work to put back k, donat that we ono wor importa nt to us ve. Pro b ich we li ur busin ess. It is ex tremely he wo rld in wh ning of o nt the run impact o l part in positive a re a vita sorships and spon 3 8 4
  • 12. Ii < identity >
  • 13. “ 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 lur Burnbet t tc MuseEBtal Sher Choosing the right name proved mpet Eotc E Bread to be a huge challenge. Cru Me w We wanted a name which packed a punch. Toast et Etc Etc Muse Blur rumpe Burnt TtoEsttc a Crump Bread EstealBlSrehbeetrbet Coast Mseow We wanted it to be easy to pronounce and easy Meow uEstec MdluEutral SrnhBtrTuorasnctt Etcet Mtuc eEwc to remember. When culling the list of names we u t T B ur Beu t rtECerump st EM o t brainstormed, we judged each of them against Emcpet MEotwCBrulresuae BSmpbretbeC tumtpeowToa eow Bmepaed t EMe a lhe M positioning goals, performance criteria and tc t tc M l Sher TtoasTtocaEttc Mt Cru r t < meow > availability. CrBrTasdtc E ta BunBurnEt seadrbe u eoa urMput sereBlBllurrBurrtumpttapweShEstec Etc Munet nt e E d ur E u n e l Br eu urtsall B rum B a B Cr meo t C eow MhserbrebeteaCasu EMtc Etc MosEwtealBlrueradBEEta r d B Stuale BheurrnttTdooEtttsEct Maeu BluBread Blur c We decided on the name ‘Meow’. We liked the fact that it M tcaltc S T ea Bre Et E d E urnttc mp ow use breMuse Et was a sound rather than a word, and that it was quite quirky. Instead of having a name that represented what we do or BBMruse BtherCeruTmsatpsMttc MceEtawSht Tpoeasttt at lESthcerbeatst E lrua Blur BE ru e MoEtcer t e b t C oa e Etctd l m E e o t t Ea euand p SheErtablluerS TuronaTmpMoEbweeoBtwese BBurBuetr CruBueuwnnt Tooast B Crst eer r Cr m r t T what we offer, we wanted to have a name that conveyed a t Bnterbet ouasth etc Mu SuhseeburlaustrM oErc M M Bl Bo B t l Bur Sh entt TEStctcEtusteal rrnt T t Etcruempet Etc feeling or emotion. We think that it better represents the type prrumpet EBMdEctEBalulr SuhCerurmbpeeteoC Br ad eow of agency we are and the type of work we do - creative, fun, unique and edgy. rumBuC readeEa se Bet M w st M C Bw r u MeowMEetuco Eetc MtalluSrheurrbnBt uorants t Toat Etc Etc Blur B tT Crumpe Etc MErsetaadulsEBSherbe B e e ow Breasde Bread BMur Burnt Toast MEtc Mu Muse hlerbet Crumpet Etc Etal S 3 4
  • 14. “ A tagline is a slogan, clarifier, mantra, company statement of guiding principle that describes or helps create an interest. ” Debra Koontz Traverso Outsmarting Goiath Create a mark. 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: Cats...hunt...devour...scratch...mark... imprint...roam...sly...sleek...predators From these we chose the word ‘mark’. Cats are Create a mark. 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 So we began to think about what kind of mark will we hope to be creating for our clients... Our mark will be... Memorable...lasting...unforgettable... permanent...vital...stand out...striking Which followed onto a number of possibilities for our tagline... Make a distinctive mark Make a memorable mark Make a lasting mark Make a striking mark Leave a striking mark Leave a mark 4
  • 15. < www >
  • 16. invoice Tax Invoice for Order No. 83031 Inbox “sales@crazydomains.com.au” <sales@crazydomains.com.au> to me More options Aug 10 10/08/07 4. meowcreative.com TO: Meow Creative registered until 9/08/09 26 DudleyParade Registration: 2 year(s) Canterbury AUD $36.00 inc. GST VIC, 3126 Australia 5. meowdesign.com.au registered until 9/08/09 TAX INVOICE No. 83031 Registration: 2 year(s) AUD $28.00 inc. GST Dear Vivian, Sum Total $156.00 Below is a summary of your order with Crazy Domains. We charged your credit card: 1. meowadvertising.com.au Card: Visa registered until 9/08/09 Valid: 06/08 Registration: 2 year(s) Owner: Vivian M Mcguinness AUD $28.00 inc. GST You may manage all of your products at http://www.crazydomains.com.au 2. meowadvertising.com Thank you for choosing Crazy Domains as your premier domain provider. registered until 9/08/09 Best regards, Registration: 2 year(s) AUD $36.00 inc. GST Crazy Domains 76105510674 3. meowcreative.com.au http://www.crazydomains.com.au registered until 9/08/09 help@crazydomains.com.au Registration: 2 year(s) AUD $28.00 inc. GST If you have any queries regarding your order, please reply to this email. 3
  • 17. m eow em ail Congratulations! Your Email Hosting is successfully activated. 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. ------------------------------------------------------ 1) Your Email Hosting Manager ------------------------------------------------------ ------------------------------------------------------ 3) Setting up your Email ------------------------------------------------------ Use this username and password to use your Email Hosting Manager to configure and create new email accounts. 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. Your Username: meowadve Your Password: ByU1y91 Username: me@meowadvertising.com.au Password: (Password set when creating the new email) Domain Name: www.meowadvertising.com.au Incoming Mail Server: mail.meowadvertising.com.au ------------------------------------------------------- Outgoing Mail Server: (Same as your Internet Provider) 2) Creating an Email Account ------------------------------------------------------ ------------------------------------------------------- To create a new email account, simply follow these easy steps: For more information, please visit our huge Help Section or email us. Help & Support • log in to your Email Hosting Manager control panel with your Email Email Help Desk 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 Thank You • type the password for the new email account in Password • review Quota – the mailbox size limit has been preset to the maximum Crazy Domains of 100MB; type over if you want to reduce the size limit Customer Care • click Create www.crazydomains.com.au 3 4
  • 18. CASHFLOW FORECAST FOR 2008 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 < cash flow forecast 2006 > 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 8 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
  • 19. LETTERFORM A unique design using one or more letterforms that act as a mnemonic device for a company name.
  • 20. meow meow MEOWmeow MEOWmeow MEOW meow meow MEOW meow MEOW meow meow meow MEOW MEOW Typography is the core building block of our MEOW meow MEOW meow meow visual identity. We needed a typeface which was James Farjardo 40pt MEOW MEOWmeow MEOW clear and legible but also unique, it was essential that W MEOW it encapsulated our personality. meow meow meow MEOWmeow MEOW EOW MEOW O We decided on basing our wordmark on the font meow MEOW meow meow meow M ‘James Fajardo’ and keeping our tag line in the classic meow meow E meow meow MEOW ‘Gill Sans’ font. ‘Gill sans’ is a clear font which was W 10pt meowmeow meow M s Light suitable for extensive use, ‘James Fajardo’ provided GillSanns Bold 8 pt meow meow MEOWmeow GillSa O the base structure for our distinctive ‘meow’. We MEOW meow meow MEOW altered the font to give it a more streamlined E appearance. meow MEOW M MEOW MEOW meowmeow MEO MEOW MEOW meow W MEOW 4
  • 21. 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 e 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. hin g... After trialing an assortment of effects and styles we realised the outcome didn’t Sc ra t c 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. 4
  • 22. Colour creates emotion, triggers memory, and gives sensation. Gael Towey, Creative director Martha Stewart Living Omnimedia Colour evokes emotion, Our colour pallete will include a combination redhead expresses personality and of warm earthy shades with bronze. Gritty, sandy tones dominate for a look that is not too bright. india instantly conveys feeling. Although we were not going for a bright, colourful look, we did take into consideration canary Used consistently, the colours the powerful impact that colour has on emotion. that we use in branding our smoke Orange and yellow have positive associations identity can create unity. We which are relevant to our business. pebble created a colour palette which Orange combines the energy could be used in all aspects of of red and the happiness of yellow. It sahara our buinesses identity. From the is associated with joy, sunshine, and the tropics. colour of our office, to the colour It represents enthusiasm, fascination, tan of our business cards and logo. happiness, creativity, determination, attraction, success, encouragement, sienna We wanted to choose and stimulation. colours that would help us stand Orange increases oxygen supply to the chocolate out from our competitors, so brain, produces an invigorating effect, experimented with a number of mocha and stimulates mental activity. possibilities. It is highly accepted among young people. slate We decided on a shade of In heraldry, orange is symbolic of strength bronze as we wanted to convey and endurance. steel strength and professionalism. Red-orange corresponds to desire, sexual passion, pleasure, domination, aggression, grey and thirst for action. Metallics such as gold and also bronze evoke midnight Ensuring consistency with a colour such as bronze was one key point that we considered when deciding the feeling of prestige. The meaning of gold is on it. We are aware of the challenges of keeping consistency when using a metallic. The benefits of illumination, wisdom, and wealth. deepsea owning such a distinctive colour outweighed the costs of printing in bronze.We were confident that we charcoal could maintain consistency in our identity by keeping the colour palette in similar shades. black The bronze we chose is : Metallic PMS 896 4
  • 23. In most cases our business card will be the first contact that a potential client will have with our business. For this Card Specifications 420gsm Artboard reason it is extremely important that it Black & Metallic PMS 896 on front, makes a strong and lasting impresson. PMS on back Matt Cello/Lamination on both sides The quality of our card instantly reflects Finished size 48mm x 90m 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 decided on a rigid stock We wanted to keep the design simple and Create a mark. w w w. m e o w a d v e r t i s i n g . c o m. a u with a matte laminate. uncluttered. Our initial idea was to have Verity Kowal This ensured a high quality feel. Director both of our details on one card. After some Mobile: 0429 122 233 Email: verity@meowadvertising.com.au 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... Create a mark. w w w.m e o w a d v e r t i s i n g . c o m.a u Vivian Mcguinness Director Mobile: 0410 745 787 Email: vivian@meowadvertising.com.au 4
  • 24. business card quote letterhead quote Allanby Press Printers Pty Ltd Allanby Press Printers Pty Ltd ACN 005 500 710 ABN 399 426 672 ACN 005 500 710 ABN 399 426 672 1 Crescent Rd Camberwell Vic 3124 1 Crescent Rd Camberwell Vic 3124 Phone 9813 1422 Fax 9813 2175 Phone 9813 1422 Fax 9813 2175 Meow Advertising Quote No: 22309 Meow Advertising Quote No: 22308 Date: 17/10/07 Date: 17/10/07 Reference: Reference: Fax: Fax: Attention: Verity Kowal Attention: Verity Kowal We thank you for your enquiry and are pleased to submit the following quotation: We thank you for your enquiry and are pleased to submit the following quotation: Meow Letterhead Business Cards Stock: 100gsm Maestro Triotec Laser Stock: 420gsm Lotus Artboard Size: A4 Size: 55 x 90 Colours: Met 876 Colours: 1pms + Met Finishing: Trim & pack Finishing: Matt/Gloss Laminate x 2 sides, Trim and pack PrePress: Proofs & CtP from supplied PrePress: Proofs & CtP from supplied Delivery: FIS Melbourne metro Delivery: FIS Melbourne metro Comments: Comments: QTY: 500= 500 each name, 1000 = 1000 each name Quantity 500 1,000 Quantity 500 1,000 Printing $170.00 $190.00 Printing $355.00 $370.00 GST $17.00 $19.00 GST $35.50 $37.00 $187.00 $209.00 $390.50 $407.00 If you would like to discuss this quote further, please don't hesitate to contact me. If you would like to discuss this quote further, please don't hesitate to contact me. Yours Faithfully, Yours Faithfully, Andrew Klaric Andrew Klaric All quoted prices are valid for 30 days, and subject to revision upon sight of final artwork. 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. Please use the above Quote Number in all correspondence regarding this Quotation. 3 4
  • 25. “ Interactive experiences require non linear thinking, inviting interfaces, and creative intelligence. ” Stella Gassaway, Stellarvisions meow online When creating our website we had As a new business that is just starting out, we ornaments and pieces of furniture as buttons that numerous aspects we needed to don’t have a large portfolio of work to showcase linked to our content pages. We brainstormed consider to ensure success. for Meow. This made it even more important for what items would be relevant for the various our site to demonstrate our creativity and show content pages, and came up with things like a Some of these were: clients the calibre of work we are capable of telephone = contact, art work = our portfolio, - An interesting interface producing. photo = about us etc. - Consistency with our brand image - Ease of use The setting for our sites interface takes place in Some of the elements in the room are also - Loading time our virtual lounge room. We wanted to create animated, which brings more movement and - Relevant information an ambience where the user could get a feel for life to the space (eg. the lava lamp and fish). what we are all about. It was essential that the Above all, our website needed to expeience was entertaining and involved To keep the site consistent with the design of clearly communicate the style of work a personal touch. our logo and business card we created the website we do and what services we offer. using sepia imagery. While having a poke around the eclectic mix of We wanted to reflect the personality of our furniture, ornaments and other curiosities scatterd If you look carefully, you will notice evidence business and keep it in line with the design and throughout the lounge, users will discover that that some sort of wild cat has been in the lounge, feel of our logo. The last thing we wanted was a many of the items will take them straight to the stragely it’s nowhere to be seen. boring, stiff site. information they need. It had to be fun, youthful, raw Instead of utilising standard navigation, we decided Although the cats no longer around, its sure left a and original. it would be more interesting to use the various noteworthy mark! www.meowadvertising.com.au 3 4
  • 26. Dart Board Te tat ulput lor aliquip suscil dolor sed min henibh eum aliquat volute dit vendionsed mod tat laorper aliquat. Putpat, verostio. all is revealed... Dart Board Te tat ulput lor aliquip suscil dolor sed min henibh eum aliquat volute dit vendionsed mod tat laorper aliquat. Putpat, verostio. Dart Board Te tat ulput lor aliquip suscil dolor sed min henibh eum aliquat volute dit vendionsed mod tat laorper aliquat. Putpat, verostio. Dart Board Te tat ulput lor aliquip suscil dolor sed min henibh eum aliquat volute dit vendionsed mod tat laorper aliquat. Putpat, verostio. Dart Board Te tat ulput lor aliquip suscil dolor sed min henibh eum aliquat volute dit vendionsed mod tat laorper aliquat. Putpat, verostio. 3 4
  • 27. All of the strategic, conceptualising, Work/Services that we will need outsourced: design and website work will be done in-house. However we will need to • Printing work in conjunction with many other • TV Production businesses for the execution of • Radio Production specific tasks. • Domain Registration • Website Hosting We will need to thoroughly research various • Specialised Photography industries to discover the best prices and quality we • Talent Casting can get for the various goods and services we will be • Media Planning utilising. The better price we can get for production, • Market Research the less we can charge our clients and/or the higher • Animation the profit margin for our own business. • Promotional Material • Drawing & Rendering This diagram depicts We will then need to establish excellent on-going • Packaging what we do within the agency and the things relationships with these businesses we liase and work • PR we outsource. with. • Event Management “ 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 4
  • 28. < goals > 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 “ Real success is finding your lifework in the work that you love. ” David McCullough 4
  • 29. < what the future holds > sleepless nights, a caffeine addiction, wrinkles, fast food, headaches, no social life... and the chance to do what we love.

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