Develop Branding & Creative Direction

Develop branding & creative direction 2014.

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What Is Branding?

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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.

defining brand signals

The Branding Process.

1. Brand Strategy 2. Brand Experience

˟ branding signals.

Phase One: Brand Strategy.

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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.

what are we selling

Our brand provides... database

professional development

communication

quality assessment & improvement

˟ brand products.

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.

target-market profiles

˟ brand clients.

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

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.

what is our attitude

Our brand values... care trust partnership education innovation excellence

˟ branding strategy.

brand idea

Quality at Work.

˟ creative direction.

brand personality

˟ creative direction.

Cooperative Secure Achieving

Developing Resourceful Supportive

brand creative brief

˟ creative direction.

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 school-age 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.

Phase Two: Brand Experience.

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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.

verbal identity

brand name: brand idea:

website:

description:

taglines:

Develop Quality at Work. developtoolmn.org Develop offers training and quality improvement tools to support early learning & school-age care. Imagine, innovate...but always improve.; Dwelling in possibilities.

˟ creative direction.

visual & sensory identity

visual identity:

sensory identity:

ladders, tools, hardware, construction, geometric shapes, house/home, arrows, chevrons, road signs, colorful, minimalist, modern, swiss design, futuristic, flat, color-blocking precise, blunt, safe, bold, powerful, user-friendly sense/d.i.y.

˟ creative direction.

Mood Boards.

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inspiration preliminary mood-board

creative direction final mood-board

Brandmark Design Process.

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creative direction preliminary logo exploration

creative direction revised logo exploration

creative direction final logo

Brand Typefaces.

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creative direction web & screen typography

creative direction print and accent typography

Rockwell

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Helvetica Neue LT Std Lt

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creative direction custom stencil typography

Brand Colors.

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creative direction colors

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”

Patterns.

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creative direction custom patterns

Pictograms.

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creative direction custom develop pictograms

Parent Aware Integration.

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creative direction custom parent aware pictograms

Photography.

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creative direction photography

lifestyle portraits advertising photography

environmental portraits conceptual portraits

Identity Collage & Mock-ups.

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creative direction identity collage

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