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Vignettes of hope
- 1. VIGNETTES OF HOPE Group C: CAMILA ARIZPE, CLARA HERBERG, SHIVANG KAPOOR, JULIAN SCHREIB, ELEONORE ANGLADE
- 2. ORIGINS
- 3. VoH is a short-form documentary series that challenges stereotypes. WHAT
- 4. But also... Outreach through strategic partnerships Collaborate with local communities Consulting on alternative storytelling Connect with possible change -makers
- 5. Create a cohesive brand strategy that defines: WHAT VoH can be, WHO it is for, and its VISUAL IDENTITY - in a way that enables the brand's future growth. CHALLENGE
- 6. Let’s talk about our solution...
- 7. THE CONCEPT ● Platform for alternative narratives ● Independent consultants for social responsibility causes ● Create possibilities to give back to communities
- 8. SEGMENTATION
- 9. DEMOGRAPHIC - Men and Women - College educated - Western culture - 18-45 years old - Middle to high income - Developed countries
- 10. PSYCHOGRAPHIC The Reformer - Culture and self expression - Anti-materialism
- 11. BEHAVIOURAL "I watch documentaries after work or on the weekends." "I usually watch them on my own." "I feel involved with social causes and engage with them regularly." "I consume VoH actively: I don’t just watch because it comes on TV." "I feel like I have learnt something after watching VoH."
- 14. TARGET - GROUP They are: Socially conscious, open minded, proud and worldly They look for: Authenticity, information, the truth Basic motivations: Standing for their beliefs, making positive impacts Frustrations: Bias, ignorance, stereotypes, fake news
- 15. CONSUMER INSIGHT “I go out of my way to see the other side of the story because I believe hidden truths have the power to inspire change.”
- 16. POSITIONING
- 18. COMPETITIVE ADVANTAGE “Only VoH creates honestly produced local content that gives back to the community.”
- 19. POSITIONING STATEMENT: TARGET For the socially conscious truth-seekers who strive to make positive impacts,
- 20. POSITIONING STATEMENT: FOR VoH is the non-profit storytelling organization For the socially conscious truth-seekers who strive to make positive impacts,
- 21. POSITIONING STATEMENT: POD that unearths alternative narratives and gives back to the community through locally-produced stories, VoH is the non-profit storytelling organization For the socially conscious truth-seekers who strive to make positive impacts,
- 22. POSITIONING STATEMENT: RTB because only VoH has the global network and creative independence to challenge stereotypes by empowering unheard voices. that unearths alternative narratives and gives back to the community through locally-produced stories, VoH is the non-profit storytelling organization For the socially conscious truth-seekers who strive to make positive impacts,
- 23. POSITIONING STATEMENT because only VoH has the global network and creative independence to challenge stereotypes by empowering unheard voices.” that unearths alternative narratives and gives back to the community through locally-produced stories, VoH is the non-profit storytelling organization “For the socially conscious truth-seekers who strive to make positive impacts,
- 24. BRAND LENS
- 25. BRAND LENS
- 26. BASE OF THE LENS ROOT STRENGTHS Identity, Dignity, Community, Diversity, Inclusivity, Intimacy, Collaboration, Pioneering COMPETITIVE ENVIRONMENT Foundations Platforms Production Companies TARGET Socially conscious Curious Worldly, cultured, and proud. Stand for their beliefs Life-long learners CONSUMER INSIGHT I go out of my way to see the other side of the story because I believe hidden truths have the power to inspire change. ESSENCE REASONS TO BELIEVE DISCRIMINATOR - USP BENEFITS VALUE, BELIEFS, PERSONALITY
- 27. Emotional: connection, inspiration, enlightenment, empowerment EYE OF THE LENS DISCRIMINATORY/ USP VALUES, BELIEFS, PERSONALITY ESSENCE Spreading unheard voices, inspiring change REASONS TO BELIEVE Only VoH creates honestly produced local content that gives back to the community. Functional: broadens horizons, gives unfiltered human stories Personality Sincerity = honest Archetype InnocentValues Inclusivity, Respect, Empathy BENEFITS Our independence guarantees that our content remains authentic, and is shared with the widest possible audience with support from our global partnerships.
- 28. “We tell stories that turn borders into bridges. We take hearts on journeys to overlooked communities, transcending stereotypes and depicting their realities with dignity. By sharing alternative perspectives, we help complete the story.” OUR MISSION
- 29. OUR VISION “A platform that puts alternative stories in the spotlight.”
- 30. We believe stories can change the world. We believe stories can spark change. We believe stories can turn borders into bridges. The best stories come from the people who live them. People whose own voices define their identity. People whose own perspectives help tell the whole story. In a world defined by differences, we define the world by connections. We see beauty in diversity. We live collaboration, inclusivity and empathy. We share values that transform ways of thinking. We share human stories from every community. We share Voices of Humanity. BRAND MANIFESTO
- 31. BRAND IDENTITY
- 33. WHY VOICES OF HUMANITY? 1. Vignettes can be a confusing word 2. VoH is rooted in giving VOICE to under- represented groups 3. The word humanity encompasses: a. Being part of the human race b. Behaving ethically towards other humans 4. Keep the VoH acronym to avoid confusion and harsh changes
- 34. NOT TRADEMARKED!
- 35. THE LOGO
- 36. INTEGRATION
- 38. COLOR PALETTE
- 39. FONT Logo and visuals: Graphik Documents: Poppins
- 40. MOODBOARD
- 41. WHEN & WHERE
- 42. VoHSTATIONERY
- 43. LOGO RESTRICTIONS Recolored Rotated Text Changed Used in text Stretched or skewed Add Shadow
- 44. Enough of our voices . . . . . . let's hear yours.
Editor's Notes
- Challenge for us,as we not doing Brand Strategy many times yet and and as VOH is not a common product , not something we use every single day. So first we tried to dive as deep as we could also with the help of the whole class and Maria to develope what VOH is standing for at the moment. And from that we then developed some ideas of what it could be in the future.
- What is it now mainly defined as: VOH as documentary film-making on human stories.
- But you also were able to get outreach through strategic partnerships Collaborated with local communities and empowered them. Executed consultancy on alternative storytelling for corporations. And connected different communities with possible change-makers. So we think VOH has the potential to be more than a short film documentary series.
- And we set ourselves a challenge to Act as consultants in creating a cohesive brand strategy that defines what VOH really can be Who it is for and what the visual identity could be. In orer to ensure a future growth of the brand!
- And based on these ideas we further developed our ideas
- 4C REFORMER: Personal development Cultured Self confident Freedom Independent, anti -materialistic SELF EXPRESSION
- YELLOW => CONVIVIALITY: about to be connected with other people, meeting & sharing & interacting = joy GREEN => RECOGNITION: feel unique, special, break convention, be proud, culturally BLACK = BLUE (SECURITY): social responsibility / honesty
- SHIVANG
- shivang
- SHIVANG
- SHIVANG
- SHIVANG
- SHIVANG
- SHIVANG
- SHIVANG
- CLARA
- CLARA
- CLARA
- CLARA
- CLARA
- Camila
- Camila
- Camila
- Camila