1. Brand Starter
Make a lasting first impression
.

2. © Knightsbridge Connexxions
Brand Starter
A strong brand is invaluable to your business. Even a modest amount of time
invested at an early stage will give you the foundations for a strong business.
Your brand is the source of a promise to your consumer. It's a foundational
piece in your marketing communication and one you do not want to be without.
This document outlines a brand starter package designed to form the basis for
consistent and meaningful development of your web-based business,
marketing and promotional material. It combines consultancy, design and
development of a template for on-going development.
The branding process helps you:
• Establish underlying marketing business drivers
• Identify the your core messages and propositions
• Develop concrete visual and verbal elements
• Establish certainty that the visual identity is right
• Create guidelines that will inform on-going design
Your web brand should:
• Be flexible (work hard for you) and cost efficient
• Be pragmatic, maximise cross media application
• Be credible and in line with your brand promise
• Encourage the right prospects to make contact
• Provide focus and clarity for your company
• Provide synergy between expectation and reality
• Effectively express the key points of difference
For information on how we can help you achieve a lasting impression from the
very start, contact Knightsbridge Connexxions:
Arthur@connexxions.me +44 7776 230 950
Ruba@connexxions.me +44 7970 942 928
“Arthur hit the mark first
time. I put this down to
his excellent insight into
strategic branding,
supported by an equally
impressive capacity to
translate this into a strong
design. Arthur's a pleasure
to work with, he's efficient
and intentional without
compromising on the
creativity and inspiration.”
STEPH BEITZEL,
Aussiepreneurs

3. 2014| 3
Brand diagnosis and research
WHAT I DO
1. Frame-of-reference. (Competitors, audience, business profile, opportunities,
threats and mandatory elements – key factors that may affect the new brand’s
development.
2. Semiotic analysis. Review all available material in terms of unconscious social
and cultural coding.
3. Compare. Desk research to review naming and brand conventions against
those that already exist.
4. Promise. Agree audience profile, business positioning, key messages, options
and constraints on the project.
5. Logo & Layout. We’ll show you recommendations on a visual approach for
your website, together with initial proposals for your logo.
Before I start on the creative process, I get under the skin of your organisation, your
customers, your proposition, your product architecture, your opportunity.
My purpose is to discover the brand essence, or DNA of your brand promise.
KNIGHTSBRIDGE

4. Proof of concept and web style prototype
Taking on board the feedback to my initial ideas and diagnosis of your
business, the next stage allows me to develop a proposed graphical theme,
proving by examples that the selected theme will work.
WHAT I DO
1. Logo refinement. of the selected logo.
2. Graphic elements. Proposals: colour scheme, typographical conventions and
graphical devices.
3. Proof of concept. I apply the theme elements to website key pages, including
at least one scenario to ensure that the design offers maximum scope for
engagement as well as content range.
4. Demonstration. I’ll present my outcomes, making a case for how it will benefit
your business.
© Knightsbridge Connexxions
L A S H E S

5. Design
Web & Visual Identity Templates
When developing a new identity, it’s essential that it be applied consistently
across all media. To achieve this I’ll prepare a master set of graphical elements
together with a set of template guidelines for the web developer to follow.
WHAT I DO
1. Logo files. Print version, web version
2. Web style PNG or PSD template files providing pixel perfect layout variations,
colour ways, typographic conventions, navigation and structural
recommendations. I’ll work with the developer to ensure that my proposals
match his ability to deliver them.
3. Digital Stationery Letterhead and Email style guide
4. Business Card Business card design
(Print not included)
2013| 5
KNIGHTSBRIDGE

6. What is a brand?
A brand is a name, term, sign, symbol or design, or a combination of them
intended to identify the goods and services of a seller and to differentiate them
from those of their competitors. The objectives that good branding achieves:
• Deliver the message clearly
• Confirms your credibility
• Connects emotionally
• Motivates your audience
• Creates user loyalty
To succeed in branding you first aim to understand the needs of your
customers and prospects. You also consistently integrate your brand strategies
throughout every place where you make contact with your customer.
Your brand resides within the hearts and minds of customers, clients, and
prospects. It is the sum total of their experiences and perceptions, some of
which you can influence, and some that you cannot.
About Arthur op den Brouw
“Be prepared for the
unexpected! Arthur never
fails to delight and
inspire with his creative
thinking and undeniable
design skills. I have
enjoyed working with him
since 1993 and hopefully
will continue to do so for
many years to come!”
CHRIS CULLEN
© Knightsbridge Connexxions 2014| 6
KNIGHTSBRIDGE
Arthur is a brand strategist, designer and artist, and has worked
for a wide range companies delivering effective branding and
marketing services within budgets of all shapes and sizes. His
blue-chip yet affordable approach helps small businesses
punch above their weight, streamline communication and
improve their abily to make sales. Arthur ran brand agency
Designation for twelve years until 2009 when he joined forces
with Ruba Jurdi to set up Knightsbridge Connexxions, a media &
marketing agency specialising in the Luxury, Travel and
Innovation sectors in London and the Middle East.
For information on how to achieve a lasting
first impression, speak to Ruba or Arthur:
Ruba@connexxions.me // +44 7970 942 928
Arthur@connexxions.me // +44 7776 230 950