Download - Develop Branding & Creative Direction
![Page 1: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/1.jpg)
Develop branding & creative direction 2014.
˟ lizz brazen.
![Page 2: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/2.jpg)
What Is Branding?
˟ lizz brazen.
![Page 3: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/3.jpg)
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](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/4.jpg)
defining brand signals
The Branding Process.
1. Brand Strategy 2. Brand Experience
˟ branding signals.
![Page 5: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/5.jpg)
Phase One: Brand Strategy.
˟ lizz brazen.
![Page 6: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/6.jpg)
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](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/7.jpg)
what are we selling
Our brand provides... database
professional development
communication
quality assessment & improvement
˟ brand products.
![Page 8: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/8.jpg)
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](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/9.jpg)
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](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/10.jpg)
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](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/11.jpg)
what is our attitude
Our brand values... care trust partnership education innovation excellence
˟ branding strategy.
![Page 12: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/12.jpg)
brand idea
Quality at Work.
˟ creative direction.
![Page 13: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/13.jpg)
brand personality
˟ creative direction.
Cooperative Secure Achieving
Developing Resourceful Supportive
![Page 14: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/14.jpg)
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](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/15.jpg)
Phase Two: Brand Experience.
˟ lizz brazen.
![Page 16: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/16.jpg)
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](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/17.jpg)
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](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/18.jpg)
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](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/19.jpg)
Mood Boards.
˟ lizz brazen.
![Page 20: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/20.jpg)
inspiration preliminary mood-board
![Page 21: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/21.jpg)
creative direction final mood-board
![Page 22: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/22.jpg)
Brandmark Design Process.
˟ lizz brazen.
![Page 23: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/23.jpg)
creative direction preliminary logo exploration
![Page 24: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/24.jpg)
creative direction revised logo exploration
![Page 25: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/25.jpg)
creative direction final logo
![Page 26: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/26.jpg)
Brand Typefaces.
˟ lizz brazen.
![Page 27: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/27.jpg)
creative direction web & screen typography
![Page 28: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/28.jpg)
creative direction print and accent typography
Rockwell
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
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
![Page 29: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/29.jpg)
creative direction custom stencil typography
![Page 30: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/30.jpg)
Brand Colors.
˟ lizz brazen.
![Page 31: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/31.jpg)
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”
![Page 32: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/32.jpg)
Patterns.
˟ lizz brazen.
![Page 33: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/33.jpg)
creative direction custom patterns
![Page 34: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/34.jpg)
Pictograms.
˟ lizz brazen.
![Page 35: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/35.jpg)
creative direction custom develop pictograms
![Page 36: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/36.jpg)
Parent Aware Integration.
˟ lizz brazen.
![Page 37: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/37.jpg)
creative direction custom parent aware pictograms
![Page 38: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/38.jpg)
Photography.
˟ lizz brazen.
![Page 39: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/39.jpg)
creative direction photography
lifestyle portraits advertising photography
environmental portraits conceptual portraits
![Page 40: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/40.jpg)
Identity Collage & Mock-ups.
˟ lizz brazen.
![Page 41: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/41.jpg)
creative direction identity collage
![Page 42: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/42.jpg)
![Page 43: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/43.jpg)
![Page 44: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/44.jpg)
![Page 45: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/45.jpg)
![Page 46: Develop Branding & Creative Direction](https://reader033.vdocuments.site/reader033/viewer/2022042814/54c860204a7959d7758b4879/html5/thumbnails/46.jpg)
˟ lizz brazen.