changebug - brand identity creation
TRANSCRIPT
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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
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.
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
Changebug is a social innovation enterprise that is driven to establish a change-influencing eco-sytem
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
To build an eco-system through collaborative measures that would create a positive impact for communities in our society.
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
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
Confidential Document
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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
MSF – Ministry of Social and Family Development
• Country of Operation: Singapore
• Vision Statement: To Nurture - Resilient Individuals, Strong Families and A Caring Society
• Brand Colors: Orange and Blue
• Attributes:
People, Passion and Professionals
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
Newton Circus
• Country of Operation: Singapore
• Vision Statement: To leave this world in better shape than we found it
• Brand Colors: Yellow and Grey
• Attributes:
People, Sustainability
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
Dasra India
• Country of Operation: India
• Vision Statement: Creating an environment and building networks that help generate massive social change
• Brand Colors: Orange and Black
• Attributes:
Trust, Dynamic, Excellence, Integrity
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
UnLTD
• Country of Operation: UK
• Vision Statement: 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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
Social Enterprise Alliance
• Country of Operation: USA
• Vision Statement: Our mission is to produce massive social value via successful social enterprises.
• Brand Colors: Blue, Green and Black
• Attributes:
Justice, Development and Responsibility
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
Action for India
• Country of Operation: India
• Vision Statement: 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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
Category Colors
“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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
“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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
“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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
• 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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
• 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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
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 Promise
Brand Behavior
Brand Practice + +
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
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.
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
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
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document
- Final Color Palette
- Relative object spacing
- Final Card Design
BiB Brand Solutions Pvt. Ltd. 20/03/2015
Confidential Document