Develop Branding & Creative Direction

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Brand strategy, design and creative direction for Develop (The Minnesota Quality Improvement and Registry Tool).

Lizz Brazen, 2014
hello@lizzb.com

Published in: Design, Business

Develop Branding & Creative Direction

  1. 1. Develop branding & creative direction 2014. ˟lizz brazen.
  2. 2. What Is Branding? ˟lizz brazen.
  3. 3. it’s all about perception “Branding is about signals–the signals people use to determine what you stand for as a brand. Signals create associations.” –allen adamson ˟branding signals.
  4. 4. defining brand signals The Branding Process. 1. Brand Strategy 2. Brand Experience ˟branding signals.
  5. 5. Phase One: Brand Strategy. ˟lizz brazen.
  6. 6. brand strategy a) The Brand Idea. + what do we stand for? b) The Brand Personality. + what is the attitude we want to project? c) The Creative Brief. + what strategy did we discover? ˟branding strategy.
  7. 7. what are we selling Our brand provides...  database  professional development  communication  quality assessment & improvement ˟brand products.
  8. 8. who are our prospects Our brand’s users...  individuals + + + + + + + + Administrators Directors Providers Caregivers Teachers Trainers/Educators RBPD Specialists Aides  organizations + + + + + + + + + Family Child Care programs Center-based Child Care programs Public School-based programs Summer programs School-age care & education programs Head Start programs Training Sponsors Child Care Aware agencies Higher Education Institutions ˟brand audience.
  9. 9. target-market profiles Pam      female age 37 aide center-based training & career opportunities Ruth      female age 56 provider home-based parent aware application & coaching Derrick      male age 33 teacher after-school validate data, securely host documents Kate      female age 24 caregiver friend/neighbor training opportunities, certification ˟brand clients.
  10. 10. what are our goals Our brand’s objectives...      engaging our audience as partners in their success offering free & subsidized resources to improve quality promoting a sustainable, thriving industry-ecosystem improving the lives of children & youth verifying professional data, secure documentation hosting and validation ˟branding strategy.
  11. 11. what is our attitude Our brand values...       care trust partnership education innovation excellence ˟branding strategy.
  12. 12. brand idea Quality at Work. ˟creative direction.
  13. 13. brand personality    Cooperative Secure Achieving    Developing Resourceful Supportive ˟creative direction.
  14. 14. brand creative brief       background: the minnesota quality improvement and registry tool is a new website that supports the early learning and school-age care community. objective: to debut this new brand by creating a brand strategy, brandname and brand idea. Then, creating an identity system (including logo, colors and tagline). target audience: individuals and organizations in the early learning and schoolage care community. Predominately women, ages 20 to 65, with varying levels of education. message: this brand is the ultimate multi-tool, supporting the early learning and school-age care community, offering innovative and user-friendly quality improvement and professional development tools and resources. competition: no specific competitors. distinguishing characteristics: offers a robust array of tools for improvement and development. free service for a diverse audience. state-wide, public. ˟creative direction.
  15. 15. Phase Two: Brand Experience. ˟lizz brazen.
  16. 16. brand experience 1) Verbal Identity. + what is its name; descriptor; tagline? 2) Visual Identity. + what does it look like? what is its style? 3) Sensory Identity. + what & how does it make one feel? ˟creative direction.
  17. 17. verbal identity brand name: Develop brand idea: Quality at Work. website: developtoolmn.org description: Develop offers training and quality improvement tools to support early learning & school-age care. taglines: Imagine, innovate...but always improve.; Dwelling in possibilities. ˟creative direction.
  18. 18. visual & sensory identity visual identity: ladders, tools, hardware, construction, geometric shapes, house/home, arrows, chevrons, road signs, colorful, minimalist, modern, swiss design, futuristic, flat, color-blocking sensory identity: precise, blunt, safe, bold, powerful, userfriendly sense/d.i.y. ˟creative direction.
  19. 19. Mood Boards. ˟lizz brazen.
  20. 20. inspiration preliminary mood-board
  21. 21. creative direction final mood-board
  22. 22. Brandmark Design Process. ˟lizz brazen.
  23. 23. creative direction preliminary logo exploration
  24. 24. creative direction revised logo exploration
  25. 25. creative direction final logo
  26. 26. Brand Typefaces. ˟lizz brazen.
  27. 27. creative direction web & screen typography
  28. 28. Rockwell Helvetica Neue LT Std Lt Curabitur non lectus a massa feugiat scelerisque a quis orci. Curabitur non lectus a massa feugiat scelerisque a quis orci. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean varius sapien magna, eu condimentum erat elementum dapibus. Sed id risus eu libero ornare consequat vitae sit amet tellus. Pellentesque posuere est et mauris molestie imperdiet. Integer vitae aliquam orci. Fusce rutrum suscipit lorem non consequat. Aliquam facilisis dictum lectus a suscipit. Fusce laoreet sollicitudin erat, a pretium justo viverra in. Sed sed aliquam nunc. Vestibulum posuere pulvinar nulla scelerisque aliquam. Nulla quis molestie lorem. Maecenas in augue at nulla aliquet semper. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean varius sapien magna, eu condimentum erat elementum dapibus. Sed id risus eu libero ornare consequat vitae sit amet tellus. Pellentesque posuere est et mauris molestie imperdiet. Integer vitae aliquam orci. Fusce rutrum suscipit lorem non consequat. Aliquam facilisis dictum lectus a suscipit. Fusce laoreet sollicitudin erat, a pretium justo viverra in. Sed sed aliquam nunc. Vestibulum posuere pulvinar nulla scelerisque aliquam. Nulla quis molestie lorem. Maecenas in augue at nulla aliquet semper. ABCDEFGHIJKLMNPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 creative direction print and accent typography
  29. 29. creative direction custom stencil typography
  30. 30. Brand Colors. ˟lizz brazen.
  31. 31. Main brand colors: Process Black, Process Cyan and “Tang” (PANTONE 1365 C) Auxiliary brand colors: “Lush,” Process Yellow, “Paprika,” and “Lilac” Neutral brand colors (listed left to right, bottom to top) • Row A: “Denim,” “Carhart” and “Timberland” • Row B: “Dirt,” “Earth,” “Dust,” and “Sand” • Row C: Process Black - 90%, 80%, 60%, “Concrete” creative direction colors
  32. 32. Patterns. ˟lizz brazen.
  33. 33. creative direction custom patterns
  34. 34. Pictograms. ˟lizz brazen.
  35. 35. creative direction custom develop pictograms
  36. 36. Parent Aware Integration. ˟lizz brazen.
  37. 37. creative direction custom parent aware pictograms
  38. 38. Photography. ˟lizz brazen.
  39. 39.  environmental portraits  conceptual portraits  lifestyle portraits  advertising photography creative direction photography
  40. 40. Identity Collage & Mock-ups. ˟lizz brazen.
  41. 41. creative direction identity collage
  42. 42. ˟lizz brazen.

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