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Develop branding & creative direction 2014. ˟lizz brazen.

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Brand strategy, design and creative direction for Develop (The Minnesota Quality Improvement and Registry Tool). Lizz Brazen, 2014 [email protected]

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Page 1: Develop Branding & Creative Direction

Develop branding & creative direction 2014.

˟ lizz brazen.

Page 2: Develop Branding & Creative Direction

What Is Branding?

˟ lizz brazen.

Page 3: Develop Branding & Creative Direction

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.

Page 4: Develop Branding & Creative Direction

defining brand signals

The Branding Process.

1. Brand Strategy 2. Brand Experience

˟ branding signals.

Page 5: Develop Branding & Creative Direction

Phase One: Brand Strategy.

˟ lizz brazen.

Page 6: Develop Branding & Creative Direction

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.

Page 7: Develop Branding & Creative Direction

what are we selling

Our brand provides... database

professional development

communication

quality assessment & improvement

˟ brand products.

Page 8: Develop Branding & Creative Direction

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.

Page 9: Develop Branding & Creative Direction

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

Page 10: Develop Branding & Creative Direction

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.

Page 11: Develop Branding & Creative Direction

what is our attitude

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

˟ branding strategy.

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brand idea

Quality at Work.

˟ creative direction.

Page 13: Develop Branding & Creative Direction

brand personality

˟ creative direction.

Cooperative Secure Achieving

Developing Resourceful Supportive

Page 14: Develop Branding & Creative Direction

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.

Page 15: Develop Branding & Creative Direction

Phase Two: Brand Experience.

˟ lizz brazen.

Page 16: Develop Branding & Creative Direction

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.

Page 17: Develop Branding & 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.

Page 18: Develop Branding & 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.

Page 19: Develop Branding & Creative Direction

Mood Boards.

˟ lizz brazen.

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inspiration preliminary mood-board

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creative direction final mood-board

Page 22: Develop Branding & Creative Direction

Brandmark Design Process.

˟ lizz brazen.

Page 23: Develop Branding & Creative Direction

creative direction preliminary logo exploration

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creative direction revised logo exploration

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creative direction final logo

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Brand Typefaces.

˟ lizz brazen.

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creative direction web & screen typography

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creative direction print and accent typography

Rockwell

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Helvetica Neue LT Std Lt

Curabitur non lectus a massa feugiat scelerisque a quis orci. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean varius sapien magna, eu condimentum erat elementum dapibus. Sed id risus eu libero ornare consequat vitae sit amet tellus. Pellentesque posuere est et mauris molestie imperdiet. Integer vitae aliquam orci. Fusce rutrum suscipit lorem non consequat. Aliquam facilisis dictum lectus a suscipit. Fusce laoreet sollicitudin erat, a pretium justo viverra in. Sed sed aliquam nunc. Vestibulum posuere pulvinar nulla scelerisque aliquam. Nulla quis molestie lorem. Maecenas in augue at nulla aliquet semper. ABCDEFGHIJKLMNPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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creative direction custom stencil typography

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Brand Colors.

˟ lizz brazen.

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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”

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Patterns.

˟ lizz brazen.

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creative direction custom patterns

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Pictograms.

˟ lizz brazen.

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creative direction custom develop pictograms

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Parent Aware Integration.

˟ lizz brazen.

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creative direction custom parent aware pictograms

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Photography.

˟ lizz brazen.

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creative direction photography

lifestyle portraits advertising photography

environmental portraits conceptual portraits

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Identity Collage & Mock-ups.

˟ lizz brazen.

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creative direction identity collage

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˟ lizz brazen.