Changebug - Brand Identity Creation

BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document

CHANGEBUG
Brand Identity Creation

Content
Overview
• Project Summary
• Business
• Vision
Our Study
• Competitor Overview
• Category Overview
• Self Discovery
- Key Statements
- Key Takeaways
- Brand Attributes
• Approach
• Discovering Brand Core
Building Identity
• Big Idea
- Idea to Concept
- Execution
- Interpretation
- Adaptations
- More Executions
• Feedback

Summary

Changebug, a Singapore based social innovation enterprise that implements an actionable
ecosystem of individual changemakers to encourage impactful social growth, is looking to
create its brand visual identity/expression to present itself as a globally positive and appealing
brand.

Business

Changebug is a social innovation enterprise that is driven to
establish a change-influencing eco-sytem

Vision

To build an eco-system through collaborative measures that would
create a positive impact for communities in our society.

Brand Identity Exercise

Objective
To create a distinct Brand Visual Identity
- That will represent the business
- That will be consistent across all mediums
- That shall highlight the core attributes of the brand
- That will stand out and bring credibility to the brand
- That will be scalable over time and geographies

Our Study
The study is done with an intent of brand identity creation, and hence does not include the business aspect.
• BiB Brand Solutions Pvt. Ltd. 20/03/2015

Competition Overview

The HUB
• Country of Operation: Singapore
• Vision Statement:
People taking collaborative action for a better
world
• Brand Colors:
Maroon and White
• Attributes:
Collaboration, Courage and Trust

MSF – Ministry of Social and Family Development
To Nurture - Resilient Individuals, Strong
Families and A Caring Society
• Brand Colors:
Orange and Blue
• Attributes:
People, Passion and Professionals

Newton Circus
To leave this world in better shape than we
found it
• Brand Colors:
Yellow and Grey
• Attributes:
People, Sustainability

Dasra India
• Country of Operation: India
Creating an environment and building
networks that help generate massive social
change
• Brand Colors:
Orange and Black
• Attributes:
Trust, Dynamic, Excellence, Integrity

UnLTD
• Country of Operation: UK
To reach and unleash the energies of people
who can transform the world in which they
live
• Brand Colors:
Orange and White
• Attributes:
Postiveness, Sustainability

Social Enterprise Alliance
• Country of Operation: USA
Our mission is to produce massive social
value via successful social enterprises.
• Brand Colors:
Blue, Green and Black
• Attributes:
Justice, Development and Responsibility

Action for India
• Country of Operation: India
Our mission is to help social organizations
scale their impact by leveraging Information
and Communication Technologies (ICT).
• Brand Colors:
Green, Grey and Red
• Attributes:
Action Driven, Expertise and Technology

Category Overview

Category Attributes
• Innovation
• Postiveness
• Growth
• Expertise
• Collaboration
• Change
• Courage
• Action Oriented
• Purpose driven
• Commitment
• Excellence
• Sustainability
• Passionate
• Inspirational
• Trust
• Brown
• Blue
• Green
• Orange
• Yellow
• Red
• White
• Black
Category Colors

Self Discovery

Key Statements

“ChangeBug helps people who are passionate about a social issue to start their own community
projects by providing the tools, knowledge, and connections”- Management
“Changemakers are people who have a burning passion to do specific good in the world, and
gather all the resources and knowledge to make that change happen” - Management
“When I was a grantmaker, I saw a gap in Singapore's social innovation landscape - one between
ideation and prototyping (there are a lot of great ideas floating around but limited execution” -
Management

“We didn't want anything cliche, like "Lab", "Hub". Thought of something funky. Bug also gives
the impression of change being contagious. Spreading change.”
- Management
“Doers. Community. Supportive. Connector. Determined.” - Management
“A social enterprise dedicated to the cause of bringing talents together to create and realize
solutions beneficial to society. ” - Intern
“To me, it means a bug/virus of wanting to make change. ” - Intern

“changemaker, community engagement, partnership, social, non‐profit.” - Partner
“ChangeBug is a social enterprise dedicated to support individuals to start their social project one
cause at a time.” – Management
“Often individuals have ideas to bring change to the community without realizing whether the
community wants it.” – Management
“A meaningful and more impactful way to promote the cause they are supporting and better
returns on investment for their CSR budgets.” – Management

Key Takeaways

• Being a small organization there is no role specification for the employees / management
• Business Model (Our Understanding) –
To build an ecosystem that would help the individual in their social projects and that would help in solving
the real on ground problems
• Gap between ideation and Implementation ; Gap between perceived and actual problem are town main
inspiration behind starting change bug
• HUB, MSF and UnLTD are three major competitors for ChangeBug
• A complete support system is provided for the individual for his social project
• ChangeBug provides better direction to the Corporates for their CSR initiatives
• ChangeBug is committed towards solving the actual on ground problem that prevail in our society
• The name ChangeBug was meant to break the cliché and provide the brand with a distinct image
• Funding is the major source of income for ChangeBug
• Regional expansion is the immediate primary aim for ChangeBug

Discovering Brand Attributes

• Doers
• Community
• Supportive
• Connector
• Determined
• Cause-focused
• Platform (Launch pad)
• Community-focused
• Action-oriented
• Social innovation
• Novel
• Dedicated
• Connected
• Grounded
• ChangMaker
• Community engagement
• Partnership
• Social
• Optimist
• Positive Impact
• Innovation
• Collaboration
• Dedication
• Passion
• Inspiring
• Action
• Cause driven
DISCOVERED - Questionnaire
DERIVED - Analysis

Changebug, the new brand should be built on the attributes that,
– are relevant to our category
– Reflective of our Brand
– appealing to our stakeholders, internal and external
– differentiate us from the competition
Our Approach

Innovation
Postiveness
Growth
Expertise
Collaboration
Change
Courage
Action Oriented
Purpose driven
Commitment
Excellence
Sustainability
Passion
Inspirational
Trust
Integrity
Optimist
Positive Impact
Innovation
Collaboration
Dedication
Passion
Humble
Inspiring
Action
Cause-driven
Impact
Commitment
Recogntion
Passionate
Excellence
Trust
Sustainable
Category Our Brand Stakeholders
Competition
HUB – Collaboration, Courage, Trust
UnLTD – Postiveness and Sustainability
Action for India – Action, Sustainability and Expertise
MSF – People, Passion and Professionalism
Newton Circus – People and Sustainability
DASRA – Integrity, Excellence, Dynamic and Trust
Social Enterprise Alliance – Growth and Responsibility

Brand Core

Brand Core
Brand
Promise
Brand
Behavior
Brand
Practice+ +

Core Attributes
Brand
Promise
Brand
Behavior
Brand
Practice
+ +
Impact Inspiring Collaboration
Aiming on-ground
positive impact through
cause-driven actions
Infusing inspiration through
focus, passion and
commitment
Enabling collaborations
between tools, knowledge,
communities and individuals.

The Big Idea

‘Collaborating to
inspire impacts’

However..

To inspire real impacts
We first need to inspire a community
To inspire a community..
We first need to inspire individuals.
And to inspire individuals..
We need to be inspired with a purpose
And that is exactly what we are about..
Inspiring (infecting) people to give purpose to passion

Execution

Visual Unit Interpretation:
- It is a positive smiley
- Two individuals collaborating
- Very subtle bug
- Visual Play that depends on
how you look at it
- Neat Single Unit
- Symmetric and Simple to draw
- Independently communicative
Brand Line Interpretations:
- Infecting people, as in like a bug
- Spreading/Contagious
- To Inspire impacts, and not just
change
- In sync with our name and logo
unit
- Independently relevant
- Bold
Logotype Interpretation:
- Bold, Semi Thick, distinct, and
confident Name font
- neat, subtle and complimenting
brand Line font

Adaptations

Yet to finalize

- Final Color Palette
- Relative object spacing
- Final Card Design

More Executions

Questions and Feedback

Changebug - Brand Identity Creation

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