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

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Zlate stranky.cz visual identity development

  1. 1. Visual Identity Development 2008 - 2011 ZlatéStránky.cz Making A Dated Brand Look Cool
  2. 2. Zlaté Stránky until 2009 Commercial in Confidence Commercial in Confidence <ul><li>Dated </li></ul><ul><li>Inconsistent </li></ul><ul><li>In the shadow of competition </li></ul><ul><li>Zlaté stránky = printed book </li></ul>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. 3. Zlaté Stránky Today <ul><li>Moving towards digital, innovative, relevant and up-to-date </li></ul>Zlaté inovace
  4. 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. 5. The Brand´s New Visual Identity Discover 5 differences…
  6. 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. 7. The Brand´s New Visual Identity Strategic alignment of the sister brands into one visual system
  8. 8. The Brand´s New Visual Identity ..last but not least.. Corporate Dated Stiff Publisher Modern Digital Friendly Provider
  9. 9. Advertising Design
  10. 10. The Brand´s New Visual Identity Changes of advertising elements: drop down menu and the origami element
  11. 11. The Brand´s New Visual Identity Brand´s typography: Myriad Pro replacing Frutiger
  12. 12. The Brand´s New Visual Identity <ul><li>Contemporary </li></ul><ul><ul><li>Online sentiment </li></ul></ul><ul><ul><li>Of 21st century </li></ul></ul><ul><li>Institutional </li></ul><ul><li>Clear, simple, engaging </li></ul><ul><li>Consistent </li></ul>
  13. 13. Print Ad Example – iPhone App.
  14. 14. Print Ad Example – Augmented Reality App.
  15. 15. Print Ad Example – Slimmest ZS ever…
  16. 16. Outdoor – Marriage Consultants
  17. 17. On-line advertising examples
  18. 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. 19. TV Ads Golden Vault TVC : http://www.youtube.com/watch?v=scSN4g4cF1s
  20. 20. Sales material example
  21. 21. Sales material example - DMs

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