Brand Experience Design


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Slides from my guest lecture at USC Annenberg School for Communication on Brand Experience as a career path.

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Brand Experience Design

  1. 1. Brand Experience Design Alicia Nagel | KAA Design Group
  2. 2. AGENDA• One Path to Becoming a Brand Storyteller• KAA Design Group• A Definition of Brand Experience• Case Studies• Some Careers Involved in Brand Experience
  3. 3. ONE PATH TO BECOMING A BRAND STORYTELLER• Education – Boston University : Advertising / Anthropology• Work Experience – Small Advertising Agency : Hub Strategy • A Little Bit of Everything – Big Ad Agency : TBWAChiatDay • Print Production Artist – Multi-disciplinary Design: KAA • Brand Storytelling• Traits I Feel Help Me Become a Brand Storyteller – Artist – Therapist – Visual Communicator – Problem-solver
  4. 4. KAA DESIGN GROUP• Multi-disciplinary Design Firm: 4 Studios – Architecture, Interiors, Landscape – Specialize in private residences – Growing portfolio of mixed-use and hospitality projects – Brand Experience – Operates with other disciplines as well as alone• Brand Experience Projects Include • Identity: Logo, Stationery, Website • Marketing Materials: Brochure, Portfolio, Postcard • Signage & Wayfinding • 3-D Modeling• Brand Experience’s Role in Our Projects – Define the Story – Keep Efforts Inline with the Story – Communicate Brand Story through
  5. 5. DEFINITION: BRAND EXPERIENCE• What is a Brand? • Essence • Who you are• How is that Brand experienced? • Through Touchpoints • Personal Brand as example • Company Touchpoints • Identity / logo • Physical space • Language • Service / Interaction • Name
  6. 6. BRAND EXPERIENCE DESIGN: THE DELIVERABLE• Examples of Brand Experience Deliverables – Multiple Touchpoints • Style guide for using an identity system • Masterplan for campus • Restaurant Concept • Name, logo, color palette, interior space, lighting, menu, uniform, the whole package • Website
  7. 7. BRAND EXPERIENCE / STORYTELLING TOOLS• Internal “Hot Group”• Focus Group• Brand Audit / Questionnaire• Experience Keyword Map• Brand Promise• Creative Brief• Imagery• Matrix• Brand Book / Story• Artist Renderings• Materials / Tangibles – Packaging – Samples
  8. 8. CASE STUDY 1: KAA Holiday MailerBRAND EXPERIENCE PROCESS• Needs: Concept Goals: – Communicate the Four Disciplines – Keep Customers Engaged – Non-limiting Promotion Experience • Can be used all year • No religious, seasonal, gender affiliations – Mailable + Cost of Production – Showcase Talent• Process • Internal Email Survey • Hot Group • Inspirational Imagery
  9. 9. CASE STUDY 1: KAA Holiday Mailer
  10. 10. CASE STUDY 1: KAA Holiday Mailer
  11. 11. CASE STUDY 1: KAA Holiday Mailer
  12. 12. CASE STUDY 1: KAA Holiday Mailer
  13. 13. CASE STUDY 1: KAA Holiday Mailer
  14. 14. CASE STUDY 1: KAA Holiday MailerINSIGHTS GATHERED• Prioritize Goals – Define a budget from the beginning• Don’t just tell a story, tell YOUR story – Compared to last year’s• Push the creativity – Patterns – Inspire Recipient’s Creativity• Limitations can make you innovate – Packaging
  15. 15. CASE STUDY 2: Bluewater EquitySTARTING FROM SCRATCH• Needs• Process – Brand Audit / Questionnaire – Experience Keyword Map – Brand Promise• Deliverables • Define Story • Refine Existing Logo • Define Visual Language • Website
  16. 16. CASE STUDY 2: Bluewater EquityBrand Audit / Questionnaire1. What business are you in?2. What is your company’s mission? What are your three most important goals?3. Why was this company created?4. What differentiates you from your competition?5. What are your firms strongest qualities or attributes?6. If you asked your best clients why they value you, what would they answer?7. What are the "nuances" that define your style and identity?8. What mythic or psychological archetype does your firm embody?9. What are your core competencies?10. What is your firms "personality"?11. Who is the target audience you want to reach?12. Who is your competition? Is there a competitor that you admire most? If so, why?13. How do you market your product and services?14. What are the trends and changes that affect your industry?15. How do you want to be perceived 5 years from now? 10 years?16. How does your company measure success?17. What values and beliefs unify your employees and drive their performance?18. What are the potential barriers to the success of your product or service?19. If you could communicate a single message about your company, what would it be?
  17. 17. CASE STUDY 2: Bluewater EquityExperience Keyword Map
  18. 18. CASE STUDY 2: Bluewater Equity
  19. 19. CASE STUDY 2: Bluewater Equity
  20. 20. CASE STUDY 2: Bluewater Equity
  21. 21. CASE STUDY 2: Bluewater Equity
  22. 22. CASE STUDY 2: Bluewater EquityBrand Promise BRAND PROMISE CLIENT: BlueWater Equity Partners Visionary Real Estate Investment. Tangible Results. BlueWater Equity Partners has the knowledge and experience to offer stability and reliability, and the passion and drive to exceed expectations, including our own. We truly are a partner in real estate investment – we share the risk of ownership by having a significant portion of our personal assets allocated to each project. You cant get much more invested than that. We offer our investors a unique opportunity to invest in properties they otherwise wouldnt have access to, providing superior returns and all the benefits of real estate investment without hands-on involvement. With BlueWater Equity Partners as the active operators, our investors reap the benefits of our experience and intuition. This is not your average business relationship – we measure our success together. So whats in it for us? This is our passion. Our drive. Our Raison dêtre. We live for the challenge and draw on our decades of experience to continue our formidable track record. Blue water is where the most promising opportunities lie. As experienced and astute guides we make them attainable. We thrive on the challenge, intrigue, chase, testing of our skill – out here, we are at the top of our game. BlueWater Equity is the partner that does all the legwork while our investors call the shots. We are committed to continuous communication, dedicated to an open dialogue designed to maximize results candidly and efficiently. We set out into the blue, growing, achieving, moving upward, together. BlueWater Equity Partners is ready for the next challenge, the next test, the next opportunity on the horizon. It is fixed in our gaze and we are steadfast in our pursuit. Get onboard.
  23. 23. CASE STUDY 2: Bluewater EquityINSIGHTS GATHERED• Meet In Person – Brand Audit Resistance & Confusion• Business Partners With Differing Visions – Now there is only one
  24. 24. CASE STUDY 3: Mastro’sWE ARE A BRAND, NOT A CHAIN• Needs • Tell the story • Define the brand• Process • Site visits • Hot Groups • Inspiration Imagery• Deliverables / Tools • Brand Book • Brand Elements / Design Elements
  25. 25. CASE STUDY 3: Mastro’s• Brand Book
  26. 26. CASE STUDY 3: Mastro’s
  27. 27. CASE STUDY 3: Mastro’s
  28. 28. CASE STUDY 3: Mastro’s
  29. 29. CASE STUDY 3: Mastro’s
  30. 30. CASE STUDY 3: Mastro’s
  31. 31. CASE STUDY 3: Mastro’s
  32. 32. CASE STUDY 3: Mastro’s
  33. 33. CASE STUDY 3: Mastro’sINSIGHTS GATHERED• Brand Experience – a constant presence – Architecture and Interiors-focused meetings are enhanced by regular Brand Experience presence• Defining the Scope – Try to get the client to voice budget limitations asap
  34. 34. CASE STUDY 4: Caroline LilyCOMMUNICATING THE STORY• Needs • What is my story?• Process • Client meetings • Hot Groups • Imagery• Deliverables/ Tools • Brand Vision • Name • Logo • Brand Color • Brand Book • Business Card, Shopping Bag,
  35. 35. CASE STUDY 4: Caroline LilyBRAND BOOK
  36. 36. CASE STUDY 4: Caroline Lily • Brand Book
  37. 37. CASE STUDY 4: Caroline Lily• Color Palette• Materials Palette
  38. 38. CASE STUDY 4: Caroline Lily
  39. 39. CASE STUDY 4: Caroline Lily• Architectural Artist Rendering
  40. 40. CASE STUDY 4: Caroline LilyINSIGHTS GATHERED• Getting Inspired By Location – Relevant Color Palette• Brand Book as Investor Tool – Conceptual / Graphic Business Plan
  41. 41. CASE STUDY 5: BeauvallonSelling Not Just an Architectural Design But A Lifestyle Story• Needs • Paid Pitch: 3 Architectural Firms • Vision for Estate• Process • Hot Group • Artist Renderings • Imagery• Deliverables / Tools • Brand Book • Materials / Tangibles • Presentation Boards
  42. 42. CASE STUDY 5: Beauvallon
  43. 43. CASE STUDY 5: Beauvallon
  44. 44. CASE STUDY 5: Beauvallon
  45. 45. CASE STUDY 5: Beauvallon
  46. 46. CASE STUDY 5: BeauvallonINSIGHTS GATHERED• Engage the Client: Interactive Presentation – Using mood lighting, music, wine, cheese, materials, gifts, unexpected details to help the client envision the experience– Success of Storytelling – Clients responded more to a story of their experience than to a description of the product
  47. 47. CASE STUDY 6: Chadwick SchoolTranslating a Brand Into an Identity and Campus• Needs • School Masterplan: Landscape, Signage & Wayfinding • School Logo, Athletics Logo, Coat of Arms • Stationery System, Marketing Matls., Style Guides• Brand Experience Process • Site Survey • Focus Groups • 3-Phase Books: Identifying Themes, Inspirational Imagery, Goals Matrixes, Artist Renderings• Deliverables / Tools • Vision Imagery • Materials / Tangibles • Phase & Implementation Documents
  48. 48. CASE STUDY 6: Chadwick SchoolSchool LogoAthletics LogoCoat of Arms
  49. 49. CASE STUDY 6: Chadwick SchoolSchool Masterplan: Landscape,Signage & Wayfinding • Deliverables: Phase 1, 2, 4 • Phase 3 is Design DevelopmentPhase 1 Phase 2 Phase 4: Final Deliverable
  50. 50. CASE STUDY 6: Chadwick SchoolPhase 1: Needs Assessment and Vision
  51. 51. CASE STUDY 6: Chadwick SchoolPhase 2: Design Concept Exploration
  52. 52. CASE STUDY 6: Chadwick SchoolINSIGHTS GATHERED• Engage Key Client Representatives – Approval by Board• Engage Client in Creative Process – In progess presentations– Stick with your idea and be convicted
  53. 53. Some Careers Involved in Brand Experience• Graphic Designer• Architect• Advertising – stratey & creative aspects• Marketing / PR – in-house or agency• Interior Design• Landscape Design• 3-D Modeling & Animation• Web Developer• Photographer• Copywriter• Product Designer• Consultant