BiFuel Biella | UIB | Masterclass Comunicazione

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BIfuel è un progetto dell'Unione Industriale Biellese di collaborazione ibrido alimentato da due carburanti: Scuola e Impresa. Lo scopo è di sviluppare i talenti mettendo a stretto contatto i giovani con gli imprenditori, ma per fare questo bisogna formarli. Peperosa visual design ha tenuto il 28 marzo 2018 una masterclass ai ragazzi sulla progettazione visiva (branding, naming, packaging e presentation design). Qui le slide.

Design

NAMING
Quello è il nome
del tuo vero io.
Luke Skywalker

IL NAMING
è il gancio a cui appendere la tua storia:
IDENTIFICA E DIFFERIENZA (marketing)
È FACILE (linguistica)
È DISPONIBILE (proprietà intellettuale)

I NOMI POSSONO ESSERE
DESCRITTIVI
Fastweb
Swiss Air
Divani&Divani

I NOMI POSSONO ESSERE
EVOCATIVI
Amazon
Nike
Pepsi

I NOMI POSSONO ESSERE
NEOLOGISMI
Google
Kodak
Yahoo

I NOMI POSSONO ESSERE
ACRONIMI
DHL
IBM
BMW

COME SI CREA UN NOME?
RICERCA analisi della concorrenza
STRATEGIA
posizionamento, valori, promessa
CREATIVITÀ associazione di idee e kw
PRATICA metti insieme e seleziona
VERIFICA ricerca di anteriorità
TEST

Luke Skywalker
Ian Solo
SERIF
con le grazie
SANS SERIF
senza grazie

PAYOFF
Think different - Apple
Just do it - Nike
See what next - Netflix
Dove c’è Barilla c’è casa - Barilla
Più bianco non si può - Dash

QUALI SONO I REQUISITI
DI CONTENUTO DI UN PAYOFF?
STRATEGICO
SINCERO
SEMPLICE
PROIETTIVO

QUALI SONO I REQUISITI
DI FORMA DI UN PAYOFF?
SINTETICO
SONORO
MEMORABILE
ORIGINALE

A COSA SERVE IL PACK?
RACCONTA
TRASPORTA
PROTEGGE
IL PRODOTTO

ALCUNI CONSIGLI
LEGGIBILITÀ
DEVONO ESSERE
LETTE DALLA PRIMA
ALL’ULTIMA FILA

GRANDI
PROGETTALE
COME CARTELLI
PUBBLICITARI

Rimaniamo
in contatto
https://www.facebook.com/marie.denti
marielouise@peperosadesign.it
https://www.instagram.com/maloulutte/
https://www.linkedin.com/in/marielouisedenti/

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BiFuel Biella | UIB | Masterclass Comunicazione

1. MASTERCLASS COMUNICAZIONE #brand #pack #slide Biella - 28 marzo 2018

2. NAMING Quello è il nome del tuo vero io. Luke Skywalker

3. IL NAMING è il gancio a cui appendere la tua storia: IDENTIFICA E DIFFERIENZA (marketing) È FACILE (linguistica) È DISPONIBILE (proprietà intellettuale)

4. I NOMI POSSONO ESSERE DESCRITTIVI Fastweb Swiss Air Divani&Divani

5. I NOMI POSSONO ESSERE EVOCATIVI Amazon Nike Pepsi

6. I NOMI POSSONO ESSERE NEOLOGISMI Google Kodak Yahoo

7. I NOMI POSSONO ESSERE ACRONIMI DHL IBM BMW

8. COME SI CREA UN NOME? RICERCA analisi della concorrenza STRATEGIA posizionamento, valori, promessa CREATIVITÀ associazione di idee e kw PRATICA metti insieme e seleziona VERIFICA ricerca di anteriorità TEST

9. BRANDING La firma del tuo nome.

10. IL BRAND è la firma del tuo nome. UN MIX DI VALORI UNICI E INTANGIBILI

11. BRAND: QUESTIONEDICARATTERE Scegli UN FONT, massimo due

12. Luke Skywalker Ian Solo

13. Luke Skywalker Ian Solo SERIF con le grazie SANS SERIF senza grazie

14. È IMPORTANTE IL COLORE IN UN BRAND?

15.

16.

17. BRAND: UN PÒ DI TRUCCO Scegli UN COLORE, massimo due

18. COLORE PRIMARIO

19. COLORE PRIMARIO COLORE SECONDARIO

20. BRAND: DEVE AVERE UN’ICONA?