Approach & Output

1. BRAND STRATEGY APPROACH

2. BRAND STRATEGY APPROACH
Typical Approach
‣BRAND POSITIONING
‣MESSAGING & PERSONALITY
‣LOOK & FEEL / STYLE GUIDE

3. A POSITIONING STATEMENT
‣A MARKETING STRATEGY THAT AIMS TO MAKE A BRAND OCCUPY A DISTINCT
POSITION, RELATIVE TO COMPETING BRANDS, IN THE MIND OF THE CONSUMER.
‣A NON-CREATIVE LINE THAT ACTS AS A BLUEPRINT FOR ALL MARKETING AND
COMMUNICATIONS.
‣A SINGULAR THOUGHT WITH MULTIPLE REASONS TO BELIEVE:
POSITIONING STATEMENT
REASON TO BELIEVE REASON TO BELIEVE REASON TO BELIEVE REASON TO BELIEVE
BRAND STRATEGY APPROACH

4. POSITIONING FILTER
‣A BRAND POSITIONING MUST FULFILL MULTIPLE CRITERIA:
BRAND STRATEGY APPROACH

5. BRAND POSITIONING
‣SUMMARY OF STEPS
‣Review all existing internal documents, historic marketing, audience information, existing research
‣“Competitive” audit and implications
‣Discovery interviews with leadership, stakeholders, partners, students
‣Positioning exploratory & work session with key stakeholders
‣DELIVERABLES
‣Findings summary document
‣Approved positioning statement and support pillars
BRAND STRATEGY APPROACH

6. OAKLAND A’S POSITIONING
WHAT THE A’S LACK IN EXPERIENCE, THEY MAKE UP FOR WITH AN EXTRA
MEASURE OF HUSTLE, CREATIVITY, FUN & DRIVE.
REASON TO BELIEVE
Unlike most other MLB teams that
are loaded with big name players
with big time contracts and big
time egos, the A’s are known for
raising and creating amazing
young talent that eventually turn
into superstars.
REASON TO BELIEVE
These talented youngsters play
hard day in and day out and really
play baseball the way it was
meant to be; full of hustle and real
passion.
REASON TO BELIEVE
The benefit to fans of the A’s is
that you get to see a more
exciting brand of baseball full of
hard pitches, diving catches and
all around gutty play.
REASON TO BELIEVE
The current fan loves watching the
A’s because they are young and
talented players that play their
hearts out. It’s exciting baseball.
They have a deep founded love of
the team and the organization.
BRAND STRATEGY APPROACH

7. TEXTURE POSITIONING
GREAT CONTENT IS HARD TO FIND.
TEXTURE MAKES READING PREMIUM CONTENT EASY AND ENGAGING.
REASON TO BELIEVE
Texture gives you one simple,
easy-to-use app, with access to
the best writing and
photojournalism out there –
Time, Vogue, Rolling Stone, Sports
Illustrated, People, National
Geographic and all the other best-
in-category magazines.
REASON TO BELIEVE
Enjoy premium magazine content
with a premium app experience:
Bring extra dimension to your
reads through audio, video, and
other bonus digital content.
Take your reading on the go with
easy downloads for offline access
across multiple devices.
REASON TO BELIEVE
Discover the content you care
about faster and more easily:
Visit Highlights for stories and
collections personalized to you.
Dive deeper into topics you love
with Collections hand-curated by
the Texture Editorial Team.
REASON TO BELIEVE
Personalize your reading
experience:
Add Favorites to My Library to
quickly find the titles you know
and love.
Bookmark stories to My
Collections to group them by
theme for quick, anytime access.
BRAND STRATEGY APPROACH

8. BLUE SHIELD POSITIONING
BLUE SHIELD IS FOR CARE, NOT PROFIT
REASON TO BELIEVE
We have the top providers
Blue Shield gives you
access to 90% of the Top
Doctors in California
With Blue Shield you can
go to all of the top 10
hospitals in California
REASON TO BELIEVE
We’re making care better
Blue Shield is a national
leader in creating new
accountable care
organizations where
incentives are based on
health outcomes, not
services provided
REASON TO BELIEVE
We limit our profit
We limit our income to just
2% and put the rest back
into improving quality of
care, or return it to
members and the
community
REASON TO BELIEVE
We’re making care more
convenient
Team Shield is the first
health plan in California to
build a service solving
customer issues in social
media
BSC was the first health
plan in California to
distinguish high-
performing physicians in
an online directory
REASON TO BELIEVE
We have our members’
testimony
Our Members give us 4.2
out of 5 stars for overall
satisfaction
Blue Shield Members give
their doctors an average of
4 out of 5 stars
BRAND STRATEGY APPROACH

9. MESSAGING & PERSONALITY
‣SUMMARY OF STEPS
‣Building off approved positioning and support pillars Hub develops “square” messaging against each target segment
‣Hub provides recommended personality descriptors to inform voice
‣Develop range of sample copy based off approved “square messaging” and personality descriptors
‣DELIVERABLES
‣Internal “Square” messaging (single line, couple of sentences, and short paragraph) for each key target segment
‣Recommended personality descriptors
‣External facing copy (headlines and short paragraphs)
BRAND STRATEGY APPROACH

10. BRAND STRATEGY APPROACH
UNIVERSITY OF SAN FRANCISCO MESSAGING
POSITIONING: THE UNIVERSITY OF SAN FRANCISCO: A WORLD-CLASS EDUCATION WITH A FUNDAMENTAL DIFFERENCE. VALUES.
SUPPORT PILLARS & SQUARE MESSAGING:
SAN FRANCISCO PASSION FOR JUSTICE HIGH STANDARDS
BEST LOCATION USF & SF INVOLVEMENT
SF & JESUIT
COMMON VALUES
ETHICAL ACADEMICS
TONE/PERSONALITY: CLEVER, EDUCATED, PROVOCATIVE, PLAYFUL, THOUGHTFUL.
‣ REFERENCES TO SF: LOCAL
INSIGHT, SONGS,
TRADEMARKS, PRODUCT,
BUSINESSES
‣ EXAMPLES FROM GROUPS:
START UP MENTALITY, FOOD/
WINE, ORGANIC, PROTESTS,
MUSIC SCENE, TECH
GADGETS, VIBRANT, HIP,
NEIGHBORHOODS,
EXPENSIVE, HILLS,
OUTDOORSY, LEFT OF CENTER
‣ 1ST UNIVERSITY/ROOTED IN
SAN FRANCISCO
‣ GRADS INVOLVED WITH SF’S
STRONGEST BUSINESSES,
NON-PROFITS, HEALTHCARE,
LAW, EDUCATION
‣ PARTICIPATING IN LOCAL
GOVERNMENT
‣ EVOLVING WITH THE CITY
‣ PASSION FOR JUSTICE
‣ CULTURED
‣ OPEN-MINDED
‣ A LITTLE REBELLIOUS
‣ DIVERSE
‣ INNOVATIVE
‣ SOCIAL RESPONSIBILITY
‣ INFUSING VALUES IN
BUSINESS
‣ PROVIDE TOOLS FOR A
DIFFERENT THOUGHT-
PROCESS AND FOR CRITICAL
THINKING
‣ REAL-WORLD PARTICIPATION
IN PROGRAMS LIKE QUESADA
GARDENS, TENDERLOIN TECH,
LAW CLINICS, ETC
‣ RIGOROUS CLASSES (PUSH
YOUR BRAIN)
‣ STUDENT ACCESS TO TOP
FACULTY
‣ TENURED-TRACKED
PROFESSORS
‣ LEARNING “IN” THE CITY
‣ LIST OF AWARDS, IE,
GUGGENHEIM WINNERS

11. UNIVERSITY OF SAN FRANCISCO MESSAGING
SAN FRANCISCO PASSION FOR JUSTICE HIGH STANDARDS
243 classrooms.
Smack in the middle of one giant classroom.
For the rest of your life, every job interview will begin with your
potential employer saying: “Oh, I love San Francisco!”
Living in a great city is one good thing.
Going to a great University is another good thing.
So that’s two good things. Do you need us to go on?
Learn to run a multinational corporation and still go to heaven
Separating the word “evil” from “genius” since 1855
There is no moral compass app
Classes more rigorous than your 6am Bikram
The only thing more challenging than our academics is deciding
which organic, locally sourced restaurant to eat at.
A student to faculty ratio as good as San Francisco’s resident to
café ratio
‣Building off of an approved positioning, personality descriptors, and support pillars Hub developed the external
facing headlines in the chart below (among others) for USF as part of a brand campaign.
• Positioning: The University of San Francisco: a world-class education with a fundamental difference. Values.
• Tone/Personality: Clever, educated, provocative, playful, thoughtful.
• Support pillars: Location/San Francisco, Passion for Justice, High Standards
BRAND STRATEGY APPROACH

12. LOOK & FEEL / STYLE GUIDE
‣SUMMARY OF STEPS
‣Develop and present visual identity directions
‣Present mood boards to present 2-5 general directions (# timing & budget dependent)
‣Select 1-2 directions to further explore/refine including application examples across mediums (# timing & budget dependent)
‣Finalize chosen direction
‣DELIVERABLES
‣Final brand and visual guidelines including:
• Logo Usage, Colors, Typography, Illustration, Photography, Other Design Elements
BRAND STRATEGY APPROACH

13. SAMPLE MOOD BOARDS THROUGH REFINED DIRECTION
FOR CATHOLIC CHARITIES

14. CATHOLIC CHARITIES
3.22.18 / BRAND LOOK & FEEL

15. TODAY & BEYOND
This is where we begin defining your new visual design language
> WE’RE EXPLORING DESIGN SYSTEMS. THESE ARE THE BUILDING BLOCKS OF YOUR VISUAL BRAND. THINGS LIKE TYPE,
COLOR, PHOTOGRAPHY AND ILLUSTRATION AND HOW THEY WORK TOGETHER TO COMMUNICATE.
> WE’LL START IN THE FORM OF CONCEPTUAL MOOD BOARDS THEN REFINE AND EXPAND FROM THERE.
Informed by the brief
> CATHOLIC CHARITIES IS THE MOST ESSENTIAL CHAMPION OF HUMAN SERVICES IN THE BAY AREA THAT FEW UNDERSTAND OR EVEN KNOW.
> NOBLE, COMPASSIONATE, INCLUSIVE, SURPRISING, CELEBRATORY, NOT PREACHY, CLEVER, SMART, CHALLENGER, WITTY
Beyond today
> WE’LL SELECT A DIRECTION TO PROCEED WITH INTO A DEEPER EXECUTION AND EVOLUTION

16. CLIENT: Catholic Charities CONCEPT: Circle of Life
35,000 PEOPLE
32 PROGRAMS
5 SERVICE AREAS
1 PERSON
While raising
awareness about
poverty, refugees
and homelessness,
we forgot to raise
awareness about
ourselves.
Abcde
fghijk
Big on helping people.
Not so big on talking about it.
The backbone of Bay Area
human services for 111 years is
now looking for a few eyeballs.

17. If actions speak
louder than words,
you’d think more
people would have
heard of us.
Big on
helping
people.
Not so big
on talking
about it.
Aa Bb Cc Dd
CLIENT: Catholic Charities CONCEPT: Fabric of the Bay

18. CLIENT: Catholic Charities CONCEPT: Be Heard
+
Abcdefg
HIJKLMNOP
QRSTUVWXYZ

19. CATHOLIC CHARITIES
4.11.18 / BRAND LOOK & FEEL

20. WHERE WE LANDED
Feedback taken into execution
> GOTHIC TYPE HARD TO READ, LOOK AT ALTERNATIVE THAT IS EASY TO READ
AND STILL COMMUNICATES IDEA BEHIND DESIGN CONCEPT
> EXPLORE MORE LITURGICAL BASED COLOR PALETTE
> PHOTOGRAPHY FEELS TOO FLAT - EXPLORE USING COLOR TREATMENT,
BUT BRINGING OUT MORE DIMENSION. EXPLORE USE OF “STAINED GLASS”
APPROACH FOR PHOTOGRAPHY.
+
Abcdefg
HIJKLMNOP
QRSTUVWXYZ

21. Typography
Typography is a key component to the conceptual backbone of the new brand. We’re using
the juxtaposition between the Gothic/ornate Morris Troy typeface with the bold and structured
Knockout family to create the tension and surprise of merging the visual cues of the church
with social justice. We’re rounding it out with the simple, clear and functional Assistant to
support these display faces.
HEADLINE TYPEFACE HEADLINE TYPEFACE BODY COPY / SUPPORTING TYPEFACE
CHAMPION
CHAMPION
CHAMPION
CHAMPION
CHAMPION
CHAMPION
Morris Troy
Assistant
Assistant
Assistant
Assistant
Assistant

22. Typography (cont)
ALL OF OUR HEADLINE TYPEFACES
HEADLINES USE A COMBINATION OF THE
WHICH HAS VARIOUS WEIGHTS DESIGNED TO WORK TOGETHER
CHAMPIONTYPEFACE
COULDLOOKLIKETHIS DOES NOT ALWAYS NEED TO BE USED IF NOT APPROPRIATE
IT SHOULD BE USED JUDICIOUSLY
Morris Troy
Morris
Troy
Pretty
Is
Works
For
Callouts
Short
A Type Layout Using
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec id purus et turpis aliquet porta et eget massa. Vivamus et
hendrerit purus, eu tincidunt augue. Fusce odio justo, lacinia et blandit a, luctus ac lectus. Curabitur dolor eros, sollicitudin
in convallis nec, luctus sit amet nunc. Ut rhoncus nisi sed lacus bibendum ultrices. Quisque venenatis sollicitudin erat in
rhoncus. Nulla pharetra congue lectus commodo bibendum. Interdum et malesuada fames ac ante ipsum primis in fauci-
bus. Aliquam faucibus vehicula felis vel malesuada.
Interdum et malesuada fames ac ante ipsum primis in faucibus. Praesent quis mauris eget turpis pharetra placerat vitae
vel enim. Morbi sed odio ullamcorper, condimentum sapien eu, feugiat lacus. Vestibulum ante ipsum primis in faucibus
orci luctus et ultrices posuere cubilia Curae; Morbi vitae felis orci. Duis venenatis imperdiet mi, ac iaculis nunc congue eget.
Vivamus volutpat gravida hendrerit. Vestibulum mattis ut nisl ac fringilla. Fusce iaculis pharetra lacus. Quisque nec diam
mauris. Sed erat dolor, porta sit amet ullamcorper vitae, tempor at eros. Maecenas suscipit tempus vehicula. Pellentesque
pulvinar lacus et purus sagittis molestie vitae eget lacus. Sed ut tempor orci.

23. Color Palette
Our color palette is based in the Liturgical Calendar and reinvented and energized
for Catholic Charities.

24. Iconography & Illustration
We’re utilizing a modern and clean catalog of illustration to represent what Catholic Charities
does in both a literal and conceptual context. The style of iconography also families with the
“stained glass” image overlays.

25. Photography Mood
Let’s capture the emotion and spirit that make
Catholic Charities what it is. Take an editori-
al or documentarian approach to our imagery.
We’ll feature the people we’re helping and the
people doing the helping. We’ll capture the real
moments of joy, perseverance, hope, love, and
humanity that we represent and offer each and
every day.

26. Photography Treatment
We’re treating our photos with a “stained glass”
effect to subtlety connect us to the church, but
do it in a modern and graphic way. The approach
also ties us closer to the bold simplicity of the
type layouts and illustration system. If desired,
we can color code the photography based on
programs they represent.

27. Photography Treatment
To further push us to the “stained glass” we’ve
simplified and modernized patterns we’ve found
on real stained glass and overlaid them on the
imagery to make them our own. It also gives us
an added energy and connection to the images
we’re featuring and ties together with our
illustration style.

28. Collateral

29. Collateral

30. Collateral

31. Outdoor

32. Outdoor

33. Print

34. Digital

35. Social

36. SAMPLE GUIDELINE EXCERPS

37. HUB WORK
MARKETO

38. OAKLAND A’S
`HUB WORK

39. HUB WORK
LYVE

40. THANKS
hubsanfrancisco.com