galaxy advisors

BUSINESS AND BRAND DEVELOPMENT PROJECT BOOK

MARCH 10, 2010

3

CONTENTS1 PROJECT UNDERSTANDING 1.1 Scope 1.2 What We’ve Learned 1.3 Customer Profiles 1.4 Competitor Audit

2 RESEARCH 2.1 Client Interviews 2.2 Design Audit 2.3 Website Audit

3 BUSINESS 3.1 Current Business Model 3.2 Business Opportunities

4 BRAND DEVELOPMENT 4.1 Attribute Identification 4.2 Vision & Mission 4.3 Value Proposition 4.4 Brand Voice 4.5 Primary Logo 4.6 Tagline 4.7 Collateral 4.8 Secondary Logos 4.9 Typography 4.10 Website Re-Design 4.11 Pitch Re-Design

5 LOOKING AHEAD 5.1 Coolhunting Academy

TEAM BIOS

1 PROJECTUNDERSTANDING

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GALAXY ADVISORSCOMPREHENSIVE ANALYSIS & DESIGN

GalaxyAdvisors LLC has partnered with the Savannah College of Art and Design to redesign their business strategy in an effort to increase market share and revenue. A graduate level course entitled Design Innovation Development and Marketing Strategies, directed by Dr. Christine Miller, has been chosen to research and analyze current market trends and perform an audit of the company as it exists currently. This information will then be collected to develop a new business strategy and corporate identity for this international startup company. This process was completed over a 10 week period with regular video conference meetings to discuss progress and receive feedback. Deliverables include comprehensive product development through a reconstructed business plan that allows for greater growth and structures future partnerships, a revamped corporate identity and branding package, as well as a complete website redesign including a synthesis of all current sites.

1.1 SCOPE

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Through our research and analysis we learned that GalaxyAdvisors uses a highly sophisticated and cutting edge algorithm, which distinguishes them from other less advanced network analysis companies. Also, although on the surface they seem to primarily offer software, their consultation services are essential to maximizing the effectiveness of that software. GalaxyAdvisors provides an exciting and enticing new approach to research, collaboration and communication that is adaptable for use throughout a wide range of applications within any industry. With that established we worked towards giving them a business strategy and identity that would optimize and effectively convey that expertise to current and new clients and partners.

Our association with GalaxyAdvisors began when several Design Management graduate students at the Savannah College of Art and Design participated in the COINs educational program and CoolHunting Academy software training in 2009. This relationship continued to develop through a Collaborative Innovation Network course in which the students worked closely with Peter Gloor and his team at MIT. Through this experience the students not only gained a comprehensive understanding of the complex software, product mix, and services offered, but insights into the efficacy of the tools they develop. This knowledge was then imparted to the rest of the students involved in the course tasked with analyzing and restructuring the company’s business model and corporate identity, helping everyone to fully understand the product they were working with.

1.2 WHAT WE’VE LEARNED

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GalaxyAdvisors’ current clientele are primarily within the pharmaceutical, consulting, and European financial sectors. To better understand the status of GalaxyAdvisors’ clients within these industries, and where potential new market opportunities may lie, we compiled some basic information on each company that GalaxyAdvisors serves or has served in the past.

1.3 CLIENT PROFILES

KREISSPARKASSE KÖLN

The Savings & Loan Bank of Cologne is a regional savings bank located in Cologne, Germany. It is the third largest in the country.

Industry: Financial

Employees: 3,842

Assets: €23.9 Billion

FORD

Ford is an American automaker, the fourth largest in the world. Ford owns Volvo and a stake in Mazda and Aston Martin.

Industry: Automotive

Employees: 213,000

Revenue: $17.4 Million

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1.3 CLIENT PROFILES

PFIZER

Pfizer is a pharmaceutical company with top sales worldwide. Products incluce Lipitor, Lyrica, Celebrex and Viagra.

Industry: Pharmaceutical

Employees: 81,800

2008 Revenue: $48.3 Billion

GOTTLIEB DUTTWEILER INSTITUTE

GDI is an independent Swiss think tank focused on social and economic issues, named after the founder of Migros grocery stores, Gottlieb Duttweiler; “Focus on people, not on capital.”

Industry: Research

Employees: 36

Revenue: Unknown

BAYER

Bayer is a German pharmaceutical company known for its own brand of aspirin; third largest in the world.

Industry: Pharmaceutical

Employees: 108,600

Revenue: $32.9 Billion

MIGROS

Migros is Switzerland’s largest grocery store and largest employer.

Industry: Retail

Employees: 79,000


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1.3 CLIENT PROFILES

HITACHI

Hitachi is a Japanese company specializing in information and telecommunication systems, electronic devices, power and industrial systems, digital media and consumer products, materials and components.

Industry: Industrial Goods

Employees: 400,129

Revenue: $103 Billion

PRICEWATERHOUSE COOPERS

PWC is the largest of the “big four” auditing firms.

Industry: Professional Services

Employees: 163,000


ANDRITZ

Andritz is a manufacturing group headquartered in Austria, with 5 business areas: hydro, pulp and paper, metals, feed and biofuel, environment and process

Industry: Industrical Processing

Employees: 13,710

Revenue: €3.6 Billion

DELOITTE

Deloitte is one of the largest professional services organizations in the world and one of the “big four” auditors, along with PricewaterhouseCoopers, Ernst & Young, and KPMG.

Industry: Professional Services

Employees: 169,000


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1.3 CLIENT PROFILES

ABEAM CONSULTING

ABeam is an IT consulting firm headquartered in Japan and specializing in Enterprise Resource Planning (ERP) using SAP software

Industry: IT Consulting

Employees: 2,700

Revenue: Unknown

FC ZÜRICH

FC Zürich is a Swiss football club from the city of Zürich.

Industry: Sports

CINCINNATI CHILDREN’S HOSPITAL

CCH is a not-for-profit hospital and research center in Cincinnati, Ohio.

Industry: Healthcare

Employees, 7,700

Revenue: unknown

UBS

UBS is a Swiss financial services firm that serves an international client base through its wealth management, investment banking, and asset management businesses.

Industry: Financial

Employees: 69,023


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Introduction to Competitor Brand Analysis

Focus of

the

Companies

Search Engine vs. Social Network

Financial funding

Open Source

Collaboration

Social/ CulturalBrand Marketing

Research & Development

Entertainment & trends

People search

engine

Info search

Angel investors

Different products

Partners

Scientific

Wednesday, March 3, 2010

One method used to understand Galaxy Advisors’ brand effectiveness and where they stood amongst their competitors was the process of a brand audit. Competitors that were analyzed, differed from one another - including but not limited to their specific function, brand aesthetics, product offering, target audience and workforce size.

The goal of this process was to achieve a collective visual perspective of Galaxy Advisors and their competitors based on insights discovered through the study, and further translating findings into effective brand identity suggestions including logos, vision, mission and taglines.

Thursday, March 4, 2010

The goal of this process was to achieve a collective visual perspective of GalaxyAdvisors and their competitors based on insights discovered through the study, and to further translate findings into effective brand identity suggestions including logos, vision, mission and taglines.

One method used to understand GalaxyAdvisors’ brand effectiveness and where they stood amongst their competitors was the process of a brand audit. Competitors that were analyzed differed from one another - including but not limited to their specific function - brand aesthetics, product offering, target audience and workforce size.

1.4 COMPETITOR AUDIT

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Approach and Process of Analysis

To fully grasp Galaxy Advisor’s concept, we looked to the behavior of their competitors. We initially observed that the competitors were divided into two types: Search Engines and Social Networks. Through these findings we came across that Galaxy Advisor’s has a wider spectrum of competitors in their field.

The purpose was to do an in-depth study of Galaxy Advisor’s competitors through their brand, service, product, focus and target audience.

Through the gathering and analysis of data, we came across patterns and relationships of the organization’s structure and methods. Overall, they all followed certain guidelines: the products they offer use of brand relevant language, marketing strategies, the use of graphics and logos for brand representation, all to attract a certain demographic of users. These findings facilitated the process of bridging the gap between Galaxy Advisor’s tacit knowledge and the tools necessary for them to leverage and position themselves amongst the higher spectrum of competitors.


APPROACH & PROCESS OF ANALYSIS

To fully grasp GalaxyAdvisors’ concept, we looked to the behavior of their competitors. We initially observed that the competitors were divided into two types: Search Engines and Social Networks. Through these findings we came across the realization that Galaxy- Advisor’s has a wider spectrum of competitors in their field.

The purpose was to do an in-depth study of GalaxyAdvisors’ competitors through their brand, service, product, focus and target audience. Through the gathering and


analysis of data, we came across patterns and relationships of the organization’s structure and methods. Overall, they all followed certain guidelines: the products’ they offer use of brand relevant language, marketing strategies, the use of graphics and logos for brand representation, all to attract a certain demographic of users. These findings facilitated the process of bridging the gap between GalaxyAdvisors’ tacit knowledge and the tools necessary for them to leverage and position themselves amongst the higher spectrum of competitors.

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Brand Audit Matrix

Based on seven key attributes, Galaxy Advisors and their competitors are mapped on a matrix that determines degree of adaptability and where the brand stands on a scale between basic functionality and dynamic empowerment of its clients.

The key attributes used to determine the effectiveness of each brand are applied by analyzing factors such as and not limited to - logo and website design, interactivity, catch phrase, language, mission and vision statements.


BRAND AUDIT MATRIX

Based on seven key attributes, GalaxyAdvisors and their competitors are mapped on a matrix that determines degree of adaptability and where the brand stands on a scale between basic functionality and dynamic empowerment of its clients. The key attributes used to determine the effectiveness of each brand are applied by analyzing factors such as, and not limited to, logo and website design, interactivity, catch phrase, language, and mission and vision statements.


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User friendly interface

The websites analyzed empower the audience with a

sophisticated and friendly platform.They are aesthetic in nature and self-explanatory. The tabs and categories are well defined and there is a flow in information and content.

Easy to understand language and content

The information is not text heavy and it is “for” the customer. The style of content is as such informal and less geeky. The explanations of the product offerings is simple, not technical and can be de-coded by a lay person.

Clearly defined focus

The nature of the content is such that it guides the reader to the information they are looking for and is not misleading. The product descriptions are comprehensible that convince the audience immediately.

Conclusions

Tagline and the logo go hand in hand

Most of the companies have a catchy tagline that resonates what the brand and the company signify. It is a key that simply defines the company’s value and deliverables in a few unforgettable words.

Financial structure

Most of the competitors have well defined financial models. This convinces their customers if their financial stability and also opens up avenues for the company to partner with interested organizations.

Client testimonials

These snippets are glimpses of the company’s relationship with its clients A lot of competitors have these testimonials emphasized on their websites. They are testaments of the success of their products and services.


USER FRIENDLY INTERFACE

The websites analyzed empower their audience with a sophisticated and friendly platform.They are aesthetic in nature and self-explanatory. The tabs and categories are well defined, and there is a flow in information and content.

EASY TO UNDERSTAND LANGUAGE AND CONTENT

The information is not text heavy and it is “for” the customer. The style of content is informal and less techy. The explanations of the product offerings are simple, not technical, and can be de-coded by a lay person.

CLEARLY DEFINED FOCUS

The nature of the content is such that it guides the reader to the information they are looking for and is not misleading. The product descriptions are comprehensible to the audience immediately.

TAGLINE AND LOGO GO HAND-IN-HAND

Most of the companies have a catchy tagline that resonates with what the brand and the company signify. It is a key phrase that defines the company’s value and deliverables in a few powerful words.

1.4 COMPETITOR AUDIT: CONCLUSIONS

FINANCIAL STRUCTURE

Most of the competitors have well-defined financial models. This convinces their customers of their financial stability and also opens up avenues for the company to partner with interested organizations.

CLIENT TESTIMONIALS

These snippets are glimpses of the company’s relationships with its clients Many competitors have these testimonials highlighted on their websites. They are testaments as to the success of their products and services.

2 RESEARCH

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forecasting application.

Daniel: As a masters student at the University of Cologne, Peter was teaching a COINs class. I wrote my masters thesis using Condor.

Martin: We met in Zurich last year. Peter is an acquaintance of one of our business partners.

2. WHAT CONVINCED YOU TO BRING GALAXYADVISORS TO YOUR COMPANY?

Maggie: We wanted to explore the options of service that might apply to a new project being discussed within the hospital. We received a third party referral as well and have attended the CoolHunting Academy while we wait for final approval from our ethics committee.

Miriam: My relationship with Peter was the deal-maker, there’s no risk as I am working on a student project.

Daniel: In class project, I saw how Condor could be used to enhance marketing campaigns and thought it worked well so I wanted to use it on a commercial basis.

Martin: We did not check the market of other products initially. They are a tech company but we feel their complexity is manageable.

3. WERE THERE ANY CHALLENGES IN GETTING THE PROJECT APPROVED?

Maggie: It was not difficult to convince people the utility and value of the service but awaiting

Based on the four client interviews conducted, several commonalities and high points stood out. First and foremost Peter Gloor and his colleagues are not only great people to work with but very considerate and caring people in general. As a group they are kind, patient, love to teach and excellent communicators. According to our client interviews there is little competition in the realm in which GalaxyAdvisors exists, and anything that might be considered competition is barely in the running. With outstanding testimonials and delightful success stories, we easily established an appropriate identity and model to present to GalaxyAdvisors that we feel not only reflects them as a business but reflects all of the glowing commentary by people with whom they have worked. Following is a transcript of responses from the four interviewees:

MARGARET PALAZZOLO, Cincinnati Children’s Hospital

MIRIAM HAUSER, GDI

MARTIN DREES, CEO of Coliquio

DANIEL OSTER, Savings & Loan Bank of Cologne

1. CAN YOU TELL US HOW YOU FIRST LEARNED ABOUT GALAXYADVISORS?

Maggie: We learned from a third party, that GalaxyAdvisors collaborates with.

Miriam: My boss knew Peter for three years through another trend-hunting and

2.1 CLIENT INTERVIEWS

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the ethics committee’s approval is taking longer then we ‘d like it to.

Miriam: No problems. We worked very well and just bought a license for CoolTrend.

Daniel: No, the online manager of the bank has been involved in the university research project so we had seen it’s effectiveness first hand.

Martin: Our challenge was to understand databases in an efficient way.

4. CAN YOU TALK ABOUT WHAT IT IS LIKE TO WORK WITH GALAXYADVISORS?

Maggie: We are still awaiting approval, but will keep you posted on the project’s progress.

Miriam: Working with GalaxyAdvisors has been very helpful but communication can be infrequent and they travel often so email is primary, but can be difficult to use solving some problems or complex issues.

Daniel: Excellent experience overall. Correspondence was kind, fast and helpful mostly via email; we suggested new features as needed and they were added quickly.

Martin: It’s a pleasure to work with the team, they are open-minded with a broad expanse of knowledge and an interest in social aspects even though they are scientists.

5. DID YOU ATTEND THE COOLHUNTING ACADEMY?

Maggie: Yes. Things I liked: Outstanding team, focused, conceptually easy, quick at negotiating time and delays, great class, simple and user friendly despite the complex systems. Improvements: If possible somehow make software available for different platforms, although that seems unavoidable.

Miriam: Yes. Still use Condor on my own but not always easy. High-tech; not easy to use especially with language queries.

Daniel: No, was already familiar with software.

Martin: Yes, on my own computer. Was trained and I am using Condor Core.

6. HOW DOES THE VALUE RECEIVED COMPARE TO THE COST OF SERVICES?

Maggie: Too early to really answer for our project. The initial start-up was great. Peter visited us to make sure everything would be running smoothly once we were approved to start up the project.

Miriam: Good investment!

Daniel: I did not calculate monetary return but consider it valuable. Condor was used to enhance wording and topics in order to get better results with online marketing. Click through rates were measured before and after and they had doubled!

Martin: The service is not creating revenue yet, at the point if understanding how it works, solution not tangible yet.


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7. DO YOU CONSIDER GALAXYADVISORS A SOFTWARE OR CONSULTING COMPANY?

Maggie: Definitely a consultancy being used as a software company.

Miriam: Consultation is ideal, but I admit is could be expensive. Indirect response was... “Good question!”

Daniel: At the beginning I saw GalaxyAdvisors as a software company but lately I have changed my view to consultancy, it is so complex you need the consulting service.

Martin: Definitely a highly sophisticated consultancy that uses a software service. The consulting feature is key.

8. WHAT COMPANIES MIGHT YOU CONSIDER ALTERNATIVES TO GALAXYADVISORS? WHY IS GALAXYADVISORS DIFFERENT?

Maggie: None!

Miriam: Very Unique. There are no others like them! We trust Peter and feel that relationship is critical, as we are not social network analysis experts and need his help and understanding.

Daniel: There are many others who say they can do similar things, but I don’t think they are actually capable. GalaxyAdvisors is different because many others don’t use the social network methodology to learn what people are talking about. But it is very strong and the network view is very important. Others rely only on Google queries and web crawl.

GalaxyAdvisors offers “dynamic analysis”–they are able to view every millisecond.

Martin: This is a very new and unique service. A global company with great potential–I don’t know another that compares.

9. WOULD YOU CONSIDER SHARING A SUCCESS STORY?

Maggie: Absoutely, we don’t have one quite yet!

M.H: Yes, please coordinate with Peter.

Daniel: Yes.

Martin: Yes, absolutely.

10. ANYTHING ELSE YOU WOULD LIKE TO SHARE?

Maggie: The MIT association is very reassuring, their approach was very methodical, confident, patient, helpful and encouraging.

Miriam: Same as previously stated, I am very happy with the services.

Daniel: I think I am kind of an informal part of GalaxyAdvisors, my only suggestions are to improve the website and images to give them the face they deserve.

Martin: They are definitely a “geek” company that focuses on business thinking.

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INCONSISTENCIES

Users were asked to describe their first impressions when viewing three related websites: GalaxyAdvisors’ homepage, and the login pages for CoolPeople and CoolTrend. Ideally, each website should convey a consistent message and identity throughout. However, the responses varied considerably for each website:

GalaxyAdvisors main page:

• “Confusing,daunting,unsophisticated”

• “Cluttered,boring,confusing”

• “Basic,techy,static”

Login to CoolPeople:

• “Gonnacodelikeit’s1999”

• “Strangebutinteresting”

• “Verystraightforward”

Login to CoolTrend:

• “Cleanandsimple,familiar”

• “Functional”

• “Toy-like,simplicity,notdatarich”

While these three websites serve different purposes, it is apparent from the survey feedback that there is little continuity of style throughout all three sites. CoolTrend and CoolPeople seem somewhat similar but still need to have more unifying visual cues. Also, simplicity is needed to make a complex offering more comprehensible to general web traffic and potential clients.

This audit serves as an analysis of the visual identity of GalaxyAdvisors. This audit will examine the external perceptions, inconsistencies, overall effectiveness, and make the case for recommendations that are presented in section four of this book regarding the brand identity and website of GalaxyAdvisors.

EXTERNAL PERCEPTIONS

As there is no physical storefront, the interaction with GalaxyAdvisors is primarily virtual. Thus the first impression must be impactful and succinct. A survey was conducted to assess the ability of visitors to understand the offering of GalaxyAdvisors based on the existing website.

Define what you understand the GalaxyAdvisors product offering to be after viewing this site:

• “Marketreports”

• “Iwouldn’tbeabletosay”

• “Somekindofstatistics,butitwouldtakes me ages to understand.”

• “Datatrend,informationprovider”

Based on survey responses, the product offering needs to be made more obvious so that there is no confusion to the user.

2.2 DESIGN AUDIT

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OVERALL EFFECTIVENESS

In addition to providing visual consistency, design must guide the user in their navigation of the site. Additional survey questions were posed regarding user perceptions as to the effectiveness of the logo stylistically and how it is integrated into the website.

Describe your feelings towards the look, size, and location of the GalaxyAdvisors logo [shown in the main website].

• “Galactic,hot,authoritative,bubbly”

• “Okay,crushed-in-the-corner,small”

• “Tiny,small,light”

• “Memorable,simple,blendsintoomuch”

Explain the ease of locating the GalaxyAdvisors logo on the main website:

• “Easy-topright”

• “Fairlydifficult(toosmallandnotimportant)”

• “Takesafewminutes”

• “Onascaleof1-10(1beingreallyeasy)-7”

Additional questions were posed to assess their perceptions of the effectiveness of the graphics in aiding usability of the various websites within the GalaxyAdvisor portfolio.

2.2 DESIGN AUDIT

How do the graphics aid in the usability of the website and product understanding?

GalaxyAdvisors:

CoolPeople and CoolTrend:

8%

23%

31%

23%

15%

SIMPLE

WEIRD

UNPROFESSIONAL

CONFUSED

MIXED

OUTDATED

CHEAP/CLIP-ARTFUNCTIONAL

8%

23%

31%

23%

15%

NOT ENGAGING

CONFUSING

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Website Construction Analysis

Galaxy Advisors’ Home Page

Logo; Introduction; History; Graphics and Images; Coolhunting

Academy promotion

Images

Date Title Products Short Info

ImagesMore Info

People

Images PhoneNo.

Info Address EmailPaymentwindow

News Solutions Team Contact Academy

Galaxy Advisors’ home page is structured with a brief of the company’s history, an introduction and teasers of the products through various graphics. It also has 3/4th of the oage dedicated to the Coolhunting advertisement.

The home page consists of five major tabs: News, Solution, Team, Contact and Academy. These tabs guide the reader to information they want to read. Each of the tabs have sub tabs that lead the reader to more detailed tracks.

WEBSITE CONSTRUCTION ANALYSIS

GalaxyAdvisors’ home page is structured with a brief of the company’s history and teasers of the products through various graphics. It also has 3/4th of the page dedicated to the CoolHunting Academy advertisement.

The home page consists of five major tabs: News, Solution, Team, Contact and Academy. These tabs guide the reader to further information about GalaxyAdvisors’ offerings. Each of the tabs have subtabs that lead the reader to more detailed tracks.

INTRODUCTION

The website is the main portal into the company’s identity and various enterprises, so maximizing the effectiveness and reducing unnecessary misunderstanding are key to providing customers with a memorable and informative experience. Our own study of the website was also substantiated with online surveys and by contextual inquiries. This helped us better understand what the missing links were and gave us valuable insights into the necessary plan of action.

2.3 WEBSITE AUDIT

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Galaxy Advisors Home Page

The website audit started by analyzing the most prominent facade i.e. The home page. The home page of a company forms a very crucial first impression of notonly the website but also the organization.

What we noticed:

The Galaxy Advisors’ logo has not been given its due prominenece. It is not easily identifiable and is lost in the entire gamut of information.

The dark nature of the color scheme lends a heavy impression and leaves little room for easy comprehension.

We need a color scheme that is easy on the eyes, aesthetically appealing and one that highlights the logo.

The home page currently is extremely text heavy thereby hindering the simple assimilation of information. We need a layout that compliements the technical information and balances it out with info-graphics or images.

Given the unique product and service offering by Galaxy Advisors, the home page should be distinctly impressive and flatter the company’s overall ‘state-of-the-art’ image.

Tabs

Logo

Introduction

Coolhunting

ad

History

Graphics

THE HOME PAGE

The website audit started by analyzing the most prominent facade, the home page. The home page of a company forms a very crucial first impression of not only the website but also the organization.

What we noticed: The GalaxyAdvisors’ logo has not been given its due prominence. It is not easily identifiable and is lost in the overwhelming density of information. The dark, high-contrast color scheme inhibits easy comprehension and gives users a formidable

2.3 WEBSITE AUDIT

first impression. We need a color scheme that is easy on the eyes, aesthetically appealing and one that lets the logo shine. The home page is currently extremely text heavy thereby hindering the quick assimilation of information. We need a layout that complements the technical information and balances it out with info-graphics or images. Given the unique product and service offering by GalaxyAdvisors, the home page should be distinctly impressive and consistent with the company’s overall “state-of-the-art” image.

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Tabs need to be

bold and more

defined as they are

the guiding

elements

Overview of the

company’s history

demands an

individual page/ tab

Need high quality

graphics which are

simple to

understand and

read

Home Page

Text needs to be

reformatted

throughout the

website to look

more coherent

The logo needs to

be proportionately

bigger to stand out

HOME PAGE: THE DETAILS

2.3 WEBSITE AUDIT

26


SECONDARY PAGESSolutions Tab

There is an unusual

amount of blank

space on the

contact page which

can be optimized by

adding images or

other info like links

to GalaxyLabs and

(or) blog

It will help to justify

the payment option

with more

information about

the offerings by the

academy or even a

teaser for the

upcoming

workshops

Team profile page

needs to be more

structured and

aligned (names

with pictures). Will

help if the

members’ current

roles are further

detailed

2.3 WEBSITE AUDIT

27


Another important discovery resulting from the survey was that the majority of the respondents found it difficult to read the content and navigate through the product offerings on the website. We also learned that a large part of the sample found the CoolPeople interface to be very rigid and not user-friendly. The elements of the website layout that seemed most misaligned with user needs were the logo placement and size; text treatment; and background color.

THE USER SURVEY

The survey sample consisted of 102 respondents with varied demographics and occupational backgrounds ranging from Information Technology to Design to Medicine.

The survey and interviews revealed that 44% of the respondents did not care much for the home page. Over 50% of the surveyers did not approve of the dark background color. Interestingly, we discovered that color preference could be correlated to the professional backgrounds of the respondents. For example blue was the most preferred color amongst people who worked in IT or Government sectors. The design community however was open to a variety of colors including blue, green, and orange.

2.3 WEBSITE AUDIT

Respondent overall impression of website:

Respondent perception of content legibility:

DON’TCARE

DISLIKE

19%

37%

44%

LIKE

HARD TO READ(WORDS TOO SMALL)

NEEDSIMPROVEMENT 24%

30%

45%

EASY TO READ

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GALAXY ADVISORS

WEB CONTENT AUDIT GALAXYADVISORS GALAXYLABS

SOFTWARE & TOOLS - CONDOR CORE - COOLTREND - EMAIL IMAPPERKNOWLEDGE BASE / WIKIS * - API DOCUMENTATION (ALL)

- TUTORIALS (ALL)

- EXTENSIVE “SCIENCE OF SWARMS”PROJECTS - UPCOMING ** - IN-FLIGHT - COINS (GOOGLE SITES)

- ARCHIVEEVENTS - VIRTUAL BROWN BAGS - CONFERENCES - ARCHIVECOMMUNITY NEWS FEEDCOMMUNITY ARTICLE SHARING - DEL.ICIO.US MASHUPGALAXY ADVISORS BLOG (RESYND.)

MEMBERSHIP POPULATION - USER PROFILES / MESSAGING - “CORE TEAM” ROSTER - MEMBER RANKING SYSTEM?ACADEMY REGISTRATION

* COMMUNITY-OWNED KNOWLEDGE BASE GIVES CLIENTS A NEW RESOURCE FOR FINDING SOLUTIONS TO BASIC PROBLEMS.

** INTEGRATES WITH NEW BUSINESS MODEL.

GALAXY ADVISORS - MISSION STATEMENT - TEAM BACKGROUND - INDIVIDUAL BIOS“SCIENCE OF SWARMS” PRIMER * - TARGET MARKET LANGUAGE - LINK FOR MORE @LABSPUBLICATIONS * - BOOKS + PRESS - PAPERSNEWS FEED *BLOG - IMPORTED ARTICLES / CATEGORIESCLIENTS & CASE STUDIES * - CLIENT SUCCESS STORIES - CASE STUDIES ** - TESTIMONIALS (EMBEDDED SITE-WIDE)

SERVICES - CONSULTATION - CONDOR - COOLTREND - TRAINING (ACADEMY REG.)

CONTACT - FULL CONTACT FORM - FILTER REQUEST/MSGS + “SEE F.A.Q.”FREQ. ASKED QUESTIONS *

* THESE SECTIONS’ CONTENT WILL BE BLOG ENTRIES WITH A SPECIFIC CATEGORY FAMILY NAME THAT ISOLATES THEM FROM THE ACTUAL “BLOG” SECTION.

** CASE STUDIES COULD BE PAST PROJECTS OR COLLECTIONS OF BLOG ARTICLES COVERING POLITICAL EVENTS.

GALAXYADVISORS .COMNEWSSOLUTIONSTEAMCONTACTACADEMY REGISTRATION

ICKN .ORGSCIENTIFIC BACKGROUNDTEAMCONDOR / BROWNBAG LINK

WIKI. SOBERIT .HUT.FICONDOR + DOCUMENTATIONNEWS & UPDATES (CONF’S)WIKI / FORUMRESEARCH PROJECTSNEXT VIRTUAL BB + ARCHIVE

SWARMCREATIVITY .NETSCIENTIFIC BACKGROUNDBOOK PROMOTIONPRESS / “IN THE NEWS”BLOG (REDIRECT)

SC @ BLOGSPOT .COMMOST RECENT ACTIVITY

CURRENT SITES/CONTENT

CONTENT AUDIT

An analysis was also conducted of the current content across GalaxyAdvisors’ various web portals, including galaxyadvisors.com, ickn.org, wiki.soberit.hut.fi, swarmcreativity.com and the Swarm Creativity Blog. It was determined that the content was too dispersed across these portals, some of which were out of date

2.3 WEBSITE AUDIT

and out of use, or related only to Peter Gloor’s individual publciations. In developing the new GalaxyAdvisors web presence, the content will be strategically reallocated to a single website. Our primary recommendation is that the blog, as the most dynamic and up-to-date content, should occupy prime real estate on the main website.

3 BUSINESS

30


GalaxyAdvisors is a technology specialist and solution provider. For revenue, they rely on a software licensing model that includes selling downloadable software add-ons and sale of customized reports. GalaxyAdvisors also offers training academies where they teach small groups of people about general techniques for coolhunting and social network analysis. These

REVENUESOURCES

GALAXY ADVISORS

LICENSING: 0,000 .00

REPORTS: 0,000 .00

SOFTWARECOMPANY

PETER’SPERSONAL NETWORK

SPONSORED PROJECTS COOL HUNTING ACAD.

EXTENDED NETWORKCOINs CONFERENCE

£

£

3.1 CURRENT BUSINESS MODEL

training sessions and the COINS Conference also function as sales tools. GalaxyAdvisors relies on personal networking for most of their marketing and public relations. Their plans for growth include partnerships and strategic alliances.

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The proposed business model for GalaxyAdviors is a reflection of the company’s core capabilities. It intends to leverage key activities, resources and partner networks to create, deliver and capture value for their clients. It also reflects the company’s brand and its promise while helping to increase brand equity.

The model has different sections and each section is designed to support the previous one. The first unit is based on a “freemium” concept, where basic web services or basic downloadable digital products are offered to

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3.2 BUSINESS OPPORTUNITIES

customers for free, while charging a premium for advanced or special features. Essentially, the idea is to start free and, as the required use increases in complexity, the service expands into a section that is subscription based.

The second unit starts at the subscription phase, and it emerged from a careful analysis of GalaxyAdvisors’ vision, key resources, cost structure and revenue streams. This analysis demonstrated a need for GalaxyAdvisors to grow and increase revenue, without the requirement of major investments of time, money, or personnel.

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The solution was to leverage the potentiality of former students’ who have been exposed to the software and have the know-how to apply it to real world scenarios. This frozen knowledge was seen as an unused asset, one that would create opportunities for students to gain useful experience while creating value for GalaxyAdvisors. As a result, GalaxyLabs was created.

GalaxyLabs is an open network of freelance developers who collaborate with GalaxyAdvisors to update, create, and discover new ways of using GalaxyAdvisors’ software. It is a community for knowledge sharing, experimentation, and innovation; and therefore, an important tool for value creation and risk management.

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3

4 BRANDDEVELOPMENT

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IDENTITYAFFINITY

WHO THEY ARE WHAT THEY DO HOW THEY DO ITACADEMIC

PhD’sPERMANENT

STATE OF THE ARTSERIOUSEXPERT

INTERNATIONALEXPERIENCEDSPECIALISTS

MATURESTURDY

PROFESSIONALPREMIUM

SOPHISTICATEDWIZARDS/MAGIC/WISE

AUTHORITATIVECONNECTED

ADAPTIVEPOWERFUL

SUCCESSFULSMART

PARTNERANALYSISRELIABLE

SOPHISTICATEDDISCOVERYVALUE-ADD

CUTTING EDGEWISDOMOPTIMIZE

GROUNDEDDISTINCTIVE

QUALITY

CLIENT CENTRICEFFECTIVE

TECHNOLOGICALNOVEL

PRECISEFOCUSEDREAL TIMECUSTOM

INNOVATIVECONTEXTUAL

SEMANTICEFFICIENT

MULTI-DIMENSIONALDYNAMIC

THOROUGHAGGREGATE

FILTER

STATE OF THE ART, CONTEXTUAL,

DISCOVERY[ ]

With a clear understanding of GalaxyAdvisors’ existing business model and the direction for future development, we were poised to develop a clear and powerful brand identity. The first step in doing so was to identify core attributes associated with who they are as a company, who they want to be, what they do, and how they do it. To focus on attributes that would best capture GalaxyAdvisors’ unique offering and position them as leaders in their industry, we

created an affinity diagram. In this exercise, the entire class listed attributes, which could then be categorized, grouped, sorted for redundancy, and expanded to reveal the most appropriate terminology. As a result of this exercise, we identified three core attributes that best communicated GalaxyAdvisors’ personality as a company: state-of-the-art, contextual, and discovery.

4.1 ATTRIBUTE IDENTIFICATION

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4.2 VISION & MISSION

MISSION STATEMENT

GalaxyAdvisors will continue to lead research and development of dynamic social network analysis algorithms and software. We provide tools to derive real world events from virtual events and leverage swarm creativity as a resource for decision making and trend prediction. We support our customers in finding hidden opinion leaders and discovering trends in their markets.

VISION STATEMENT

Our vision is to empower people to tap the wisdom of swarms through network analysis.

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GalaxyAdvisors provides web-based dynamic data mining and network analysis for organizations and individuals who need real-time insights on industry trends, competitors, market segments, investors, and thought leaders.

4.3 VALUE PROPOSITION

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WHAT IS A BRAND VOICE?

A clear and consistent brand voice infuses GalaxyAdvisors’ unique personality and core attributes into every piece of communication. In tandem with the company’s visual style, it sends a clear, consistent message, helps to develop a recognizable identity, and demands and captures audience attention; helping to build and strengthen relationships over time. GalaxyAdvisors’ communications have a crucial responsibility to convey authority and thorough technical know-how in an approachable manner. Reducing complexity for the audience is key.

4.4 BRAND VOICE & VISUAL STYLE

WHAT IS THE VISUAL STYLE?

GalaxyAdvisors is a state-of-the-art organization dedicated to constantly evolving and developing their technology to deliver powerful insights to clients. A visual style consisting of a bold, authoritative logo and sophisticated palette of cool grays and blues has been created to translate GalaxyAdvisors’ personality into a consistent image and attitude that distinguishes the company from the competition and represents their position of leadership in the field. Used properly, this visual style establishes a cohesive, consistent identity that is instantly recognizable and compelling.

WITH A CONSISTENT AND COMPLEMENTARY BRAND VOICE AND VISUAL STYLE, THE GALAXYADVISORS BRAND BECOMES A POWERFUL ASSET, ASSERTING A RECOGNIZABLE AND ICONIC IMAGE ACROSS ALL COMMUNICATION PLATFORMS AND AUDIENCE TOUCHPOINTS.

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The primary logo was altered slightly to achieve optimal balance of spacing and color but overall remains true to the existing logo to ensure brand recognition among current and previous clients. Uppercase type was used to signify a more authoritative, serious brand language in order to distinguish them from their less sophisticated competitors. At a glance the logo conveys GalaxyAdvisors’ most important attributes which differentiate them from the competition: state-of-the-art, contextual, and discovery.

4.5 PRIMARY LOGO

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LOGO USAGE

Inconsistent use of the GalaxyAdvisors’ logo, even subtle variations, will create confusion and dilute the brand image. Please do not switch the weight of the typeface or move any of the “bubbles” in the icon. It is also important to maintain clear space surrounding the logo for visual clarity and recognition.

COLOR

A primary color palette of black and cool grays has been selected to convey GalaxyAdvisors’ sophistication, reliability, and staying power, as well as maintain some connection to the old logo. The colors represented here are approximate. The Pantone color swatches should be used to match colors when printing.

The consistent use of color in brand communications is essential to establishing a recognizable image, so colors used in the logo should not be altered or rearranged in any way.

4.5 PRIMARY LOGO (STYLE GUIDE)PRIMARY LOGO SCALE TEST

GALAXYADVISORS

G G G

GGG

GALAXY

BLACK

Pantone

Process Black

4-Color Process

C:0, M:0,

Y:0, K:100

RGB

R:35, G:31, B:32

Hex

#000000

GALAXY

DARK GRAY

Pantone 425

4-Color Process

C:57, M:48,

Y:46, K:13

RGB

R:113, G:114, B:115

Hex

#717273

GALAXY

LIGHT GRAY

Pantone 428

4-Color Process

C:32, M:24,

Y:23, K:0

RGB

R:176, G:180,

B:183

Hex

#b0b4b7

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The use of a tagline can greatly assist companies in quickly and concisely conveying their product or service to the client. GalaxyAdvisors decided on the following taglines for both their company and the proposed addition to their business model, GalaxyLabs, to convey the reach and depth of data available while maintaining fun, catchy language.

GALAXYADVISORS

Don’t Be a Star, Be a Galaxy

GALAXYLABS

Tap the Wisdom of the Swarm

Tagline - Direction and Approach

Galactic Insights that Empower

Galaxy LabsTap the Wisdom of Crowds

Imply key

attributes

Mission/Vision/ Brand

image

Clear focus on message

TAGLINE

FUTURE

PRESENT

VALUE

where they want to be?

who are they?

bridging the gap

Direction and Approach


Imply key

attributes

Mission/Vision/ Brand

image

Clear focus on message

TAGLINE

FUTURE

PRESENT

VALUE

where they want to be?

who are they?

bridging the gap

Direction and Approach



4.6 TAGLINE

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GALAXYADVISORS

JONASKRAUSSChief Knowledge [email protected]

www.galaxyadvisors.com

+41 79 446 7039+1 617 512 6556

[EU][US]Pohligstr. 150969 KölnGermany

GALAXYADVISORS

BUSINESS CARD

The business card is an instrumental tool that represents both GalaxyAdvisors and each individual employee. For the potential client it is often their first introduction to the brand. The front contains the GalaxyAdvisors’ primary logo knocked out on a black background. The back contains each employee’s name (first name in bold with no spacing to corollate with the logo), title and contact information.

BUSINESS CARD / BACK

BUSINESS CARD / FRONT

4.7 COLLATERAL

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Laurenzenvorstadt 69CH 5000 AarauSwitzerland

T +49 178 732 1202F +49 221 470 5393galaxyadvisors.com

GALAXYADVISORS

LETTERHEAD

The letterhead is an instrumental tool for GalaxyAdvisors’ communications. All written correspondence on the letterhead should start one inch from the left edge of the letterhead. Shown below is the standard US letter size at 50% scale. An A4 size letterhead has been created as well.

Digital files of the full size versions for printing will be provided as an appendix to the digital project book.

4.7 COLLATERAL

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ENVELOPE

The business envelope is also an instrumental tool for GalaxyAdvisors’ communications. The address should be placed in the top left corner, half an inch from each border. Shown below is the standard A10 envelope size at 50% scale.

Digital files of the full size version for printing will be provided as an appendix to the digital project book.

Laurenzenvorstadt 69CH 5000 AarauSwitzerland

GALAXYADVISORS

4.7 COLLATERAL

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The GalaxyAdvisors’ secondary logos are designed to brand the company’s enterprises and products into a cohesive suite of offerings; one that is complementary the primary logo, while using unique icons and colors to give them their own identities.

4.8 SECONDARY LOGOS

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LOGO USAGE

Inconsistent use of the secondary logos, even subtle variations, will create confusion and dilute the brand image. Please do not switch the weight of the typeface or use any of the icons or colors with alternate products.

COLOR

A secondary color palette has been selected to complement the primary palette. Each color is associated with one of the product/enterprise logos and should not be used in any other GalaxyAdvisors’ logos. The colors represented here are approximate. The Pantone color swatches should be used to match colors when printing.

The consistent use of color in brand communications is essential to establishing a recognizable image, so colors used in the logo should not be altered or rearranged in any way. However these palettes are not meant to be exclusive, but should be used as a starting point for visual design.

4.8 SECONDARY LOGOS (STYLE GUIDE)

GALAXY

LIME

(GALAXYLABS)

Pantone 390

4-Color Process

C:47, M:19,

Y:100, K:1

RGB

R:150, G:169,

B:36

Hex

#96a924

GALAXY

LIGHT BLUE

(COOLTREND)

Pantone 550

4-Color Process

C:51, M:21,

Y:22, K:0

RGB

R:126, G:172,

B:187

Hex

#7eacbb

GALAXY

DEEP BLUE

(CONDORCORE)

Pantone 548

4-Color Process

C:80, M:53,

Y:43, K:20

RGB

R:59, G:95, B:110

Hex

#3b5f6e

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BRYANT REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 @!?.,;:$&*([])/

BRYANT BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 @!?.,;:$&*([])/

A consistent typographic style is essential to creating a distinctive identity and minimizes the visual confusion that can be caused by mixing multiple typefaces. It is important that all GalaxyAdvisors’ communications be set in Bryant. This typeface has been selected for its classic, modern, open and accessibly rounded look. Bryant is available in a variety of weights, two of which are used in the GalaxyAdvisors’ suite of logos: Regular and Bold. All capital letters should be used for emphasis or headings, otherwise title case should be used.

Where it is not possible to use Bryant, such as for compatibility with other computers using PowerPoint, Microsoft Word and HTML, the Helvetica family of typefaces should be used.

4.9 TYPOGRAPHY

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As part of our rebranding of GalaxyAdvisors we pursued a complete website redesign to set the company on a strong path towards transformation. The previous site was admittedly out of date, and after a series of design audits and surveys we were able to confirm that site visitors were having trouble identifying GalaxyAdvisors’ core offerings. The added scope was ambitious, but a proper redesign would set a course for the company to complete the transformation after our involvement ended.

The redesigned site is simple and refined, with clean lines and sharp typeface selections to create an easy-to-follow and scan hierarchy of content. The site was built on SixApart’s open source version of Movable Type, a premium-grade publishing platform that allows for easy content creation and maintenance, search engine optimization and fast page-loading.

4.10 WEBSITE RE-DESIGN

Members of GalaxyAdvisors have already created vast stores of content explaining their processes, but these artifacts are scattered across a number of different websites. By assessing and re-bundling this content into GalaxyAdvisors.com, we were able to present a rich, unified knowledge base for prospective clients while focusing on communicating the quality of relationships that exist with current and past clients. This reinforced the GalaxyAdvisors’ brand image as authoritative yet approachable. Re-bundling external content sources such as the Swarm Creativity blog and the ICKN knowledge-base also creates the conditions for greater web traffic to these lesser known resources and allows for pronounced relative advantage, while reducing the mysteries of the complex science driving GalaxyAdvisors’ offerings.

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HOME PAGE

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THE SCIENCE OF SWARMS

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TAP THE WISDOM OF THE SWARM

The entire Internet contains billions of Web resources!

Based on different search engines, we filter the most relevant Web resources through social network analysis for a given topic.

Based on a representative sub sample of Web resources, we apply our proprietary coolhunting algorithms to discover people and concepts.

world wide web

PRIMARY LOGO SCALE TEST

GALAXYADVISORS

LIke the existing website, GalaxyAdvisors’ client pitch presentation was informative but confusing to audiences unfamiliar with their offering, due to complex information and unrefined graphics. We approached the pitch redesign with the primary goal of reducing complexity so that the pitch functions as an effective introduction to GalaxyAdvisors’

4.11 PITCH RE-DESIGN

offering. The style of the redesigned pitch also better reflects the refined and authoritative brand identity that distinguishes GalaxyAdvisors from their less sophisticated competition. Included here are two sample slides. The full Powerpoint file of the pitch is included in this book’s digital appendix for customization to specific presentation circumstances.

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ZOOMING INTO OUR APPROACH

PRIMARY LOGO SCALE TEST

GALAXYADVISORS

ACTORS-Significance

e.g. reputation of scientist

SENTIMENT-Positive or negative?

FACTS-Information context

-Context

TIME-Observation over time

4.11 PITCH RE-DESIGN

5 LOOKINGAHEAD

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The current CoolHunting Academy could be expanded while maintaining the use of the current system as the base, or core, of the expanded teaching network.

The expanded system would take form in two ways: first current model of CoolHunting Academies would be recorded and archived. These archives could be accessed though paid subscription fees, and access would be given to the people who previously attended the Academy.

5.1 COOLHUNTING ACADEMY

Global Virtual Class

Conducted with the Assistance of

GalaxyLabs

Global Virtual Class

On-line Courses

Specialty On-line Courses

Archives of Past Classes

Class Materials Compiled from

the Archive

Interviews

Power Points

Cool Hunting Academy

Current

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to be in person, subsequent days could be “pod cast” to people all around the world. GalaxyLabs could assist with live broadcasts. They could be used to do things such as installing software at the site and could answer specific questions.

With these two methods, GalaxyAdvisors can increase access to training and help clients to develop a better understanding of their offerings without dramatically increasing the time invested in training.

This could be expanded into the use of the archives to create online courses. Along with these archives interviews and presentations, there would also be an addition to create a more robust class. Eventually the online curriculum could be expanded to create specialty courses. These specialty courses present an opportunity for a revenue stream as clients would be charged to view them.

A second way of expanding the CoolHunting Academy is through a live satellite course. While the first day of training may still have

5.1 COOLHUNTING ACADEMY

The CurrentCoolHunting Academy

Global Virtual Classes without an

On-site Instructor

Global Virtual Classes with a GalaxyLabs Teaching Assistant

GalaxyLabs Teaching Assistants

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TEAM BIOS

KELLY DOWNING is from Richmond, Virginia and studied Interior Design at Virginia Tech. Since graduating in 2006 she has lived abroad working as a designer in England and Australia and has traveled to 150+ cities on four continents, which fostered an insatiable passion for international culture, cuisine (of course!), architecture, and design. Kelly is now pursuing graduate degrees in Industrial Design and Design Management and believes the combination will allow her to utilize knowledge of product design and development in conjunction with superior leadership and strategic management skills to contribute and stimulate the creation of meaningful, effective solutions for innovation development.

CHRIS MILLER is a professor of Design Management at the Savannah College of Art and Design (SCAD). She earned a Ph.D. in Anthropology and Management from Wayne State University where she conducted ethnographic research on the relationship between innovation and formalization at a Tier One automotive supplier. Her research interests include how sociality and culture influence the design of new products, processes, and technologies. She also studies technology-mediated communication within groups, teams and networks and the emergence of technology-enabled collaborative innovation networks (COINs).

ZI QING CAI (Edison), has been a graduate student in Industrial Design and Design Management at SCAD since 2008. His research interests are in product development, design organization, innovation and finance management. He received his Bachelor of Science in Engineering and Industrial design. In his first job, he worked as a young professional designer in consumer electronics and semiconductor products design and structure field. He also has professional experience in real estate and the magazine publishing industry. At present, Edison’s interests lie in finding and discovering new opportunities and innovations in the design management process, and reframing new business models.

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TEAM BIOS

DEEPTI KUNDRA’s work experience of over four years in India pans from Broadcast Media to Graphic Design to Retail Design. She has worked with BBC Worldwide on business shows as an assistant director. Her interest in design and retail led to hands-on experience in retail where she worked as an experience designer, designing and implementing the identity of various brands. Driven by a vision to induce a multi-sensorial experience and bridge the gap between design and business, she is currently pursuing a MFA in Design Management from Savannah College of Art and Design in Savannah, Georgia.

BRIANA LANG earned a Bachelor of Science in Journalism from Northwestern University in 2003 and then moved to New York to pursue her dream of a glamorous advertising career in the Big Apple. She has worked in marketing for architecture giant Gensler and as an art director for TMP Worldwide Advertising & Communications. Now that she’s gotten that out of her system (mostly), Briana is back in school pursuing a Masters in Design Management at Savannah College of Art and Design. Driven by a passion for travel and the thrill of discovery, she is studying how destination development and travel planning can unearth hidden potential in a city with a sense of authenticity and community.

DUSTIN LARIMER is a Design Management MFA student at the Savannah College of Art & Design, with six years of professional experience in web design, development and multimedia. Since joining the Design Management department last spring, Dustin has participated in a community development project that coordinated creation of a community garden as a basis for social enterprise in a disadvantaged Savannah neighborhood, developed a North American marketing and service strategy for a global construction equipment manufacturing company, and participated in a Collaborative Innovation Networks project with MIT’s Sloan School of Management, the University of Cologne, and the University of Helsinki.

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TEAM BIOS

RAFAEL RIBEIRO believes in creativity, entrepreneurship, and especially design as a source of strategic competitive advantage. Rafael is a graduate of Oglethorpe University in Atlanta, GA and holds a Bachelor of Science in Business Management and Marketing. As a person who is dedicated to professional growth and business networking, he recently joined the graduate program in Design Management at the Savannah College of Art and Design. Prior to joining SCAD, Rafael had numerous work experiences, including internship positions at two Brazilian multinational companies and an internship at an award winning boutique public relations firm.

JENNI LIGHT is from majestic Florida where she grew up loving animals, sunshine and muppets. This led her to an education in industrial design and a professional career in toy design. She has worked for Martha Stewart Kids, Little Tikes, Fisher-Price and Planet Earth designing baby toys, activity kits, plush and developmental interactive products. She is currently working on a MFA in Design Management with the focus on re-imagining the Girl Scouts and completing the transition to become a design researcher and strategist creating content, services and new products for children and young adults.

LESLIE MARTICKE is a Design Management MFA candidate at the Savannah College of Art and Design. Originally from Batesville, IN, she received her BFA in Interior Design from Miami University in Oxford, OH. While balancing the demands of grad school, Leslie has pursued her personal interests in community responsibility, health and well-being, and improving education for today’s youth, taking cues from the slow cities in Italy, where she has previously studied. Through this slow approach and the various methods of design thinking, she hopes to innovate the way communities and institutions view elementary education. Making a difference, one child at a time...

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TEAM BIOS

AUDREY TAN first travelled to the US three years ago where she obtained her MA in Interior Design from SCAD. Since then, she has worked in Washington D.C at an architectural and design firm where she mainly worked on commercial and residencial projects both locally and internationally. Audrey recently moved back to Savannah to pursue her MA in Design Management, in which she hopes to fill in the gaps in her professional career and possibly get more envolved with strategy and multi-disciplinary design work. Born and raised in Singapore, Audrey has also completed six corporate design projects back home.

SARAH SMALLWOOD is a licensed interior designer and brand strategist with an undergraduate degree in interior design and a minor in architecture from Texas Tech University and is currently at the Savannah College of Art & Design working towards her Masters in Design Management. Sarah has worked as a designer with leading interior design and architecture firms in Dallas, Seattle, and New York City, focusing her interests on the area of hospitality design, with clients ranging from boutique to international hotel owners, retail corporations, restaurant startups, iconic casino developers, and many others. Sarah’s ability to identify user needs and create strategic design initiatives allows corporations to take their branding to a new level, unified both within the space and through the experience.

MONIQUE SILEN received her undergraduate degree in Interior Design and a minor in Architecture from Texas Tech University in 2005. Her professional experience includes Commercial and Hospitality Design. From 2007-2008 she worked for a multi-national firm in Panama and Peru, involving the planning and development of resorts and hotels. In 2009 her career took a different spin when she had the opportunity to work for a Senator in the New Mexico Legislative Session. Monique is currently pursuing her MA in Design Management and working on building the foundations and tools necessary to develop and further her professional career.

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TEAM BIOS

ELISE WANG is an honest and passionate girl who comes from Beijing, China. After four years of undergraduate study in Business Administration and two years of work experience, now she is pursuing her Master’s degree in Design Management at Savannah College of Art and Design. Deeply touched by the design groups of people, she is hoping to help them to achieve their goals and make their dreams come true. Elise believes that being a design manager means being able to play and enjoy the journey of life!

ELYSIA WELLS is currently a graduate student in Design Management at the Savannah College of Art and Design. She has earned Bachelor’s degrees in both Anthropology and Visual Art from the University of Nevada, Las Vegas. Her anthropological work examines human adaptation focusing on bio-cultural issues, human organizations, and our evolution as a species. Her work in art has explored concepts relating to transforming miscellaneous objects into art pieces and the adaptation of art pieces into practical objects. At SCAD she is focused on applying her theoretical knowledge to finding practical solutions for complex problems.

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