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Pinkerton
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01 Visual Strategy Guide
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Pinkerton
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First publish in 2017 Š Nina Chen
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[ Visual Strategy Guide ]
“WE NEVER SLEEP” — Pinkerton, Since 1850
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TABLE OF CONTENTS
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Section One
Section Two
BRAND HISTORY
THE FUTURE
Overview
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Our Vision
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Timeline
14
Our Mission
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Our History
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Visual Direction
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New Audience
30
Competitors
40
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BRAND HISTORY
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Overview
12
Timeline
14
History
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OVERVIEW Pinkerton is the industry’s leading provider of risk management services and solutions for organizations throughout the world. From private detective work, to corporate risk consulting, Pinkerton prides itself on offering services to keep your company safe. Pinkerton offers national and global organizations a vast selection of reliable risk management services and solutions, including Global Screening, Security Risk Management, Investigations, Protective Security, Response Services, and Intelligence Services. Pinkerton’s clients including companies, organizations and individuals. Pinkerton traces its roots to 1850 when Allan Pinkerton founded Pinkerton’s National Detective Agency. Throughout its rich history, Pinkerton created the forerunner to the U.S. Secret Service, hired America’s first woman detective, and has remained the industry leader in developing innovative security and risk management solutions for national and international corporations. With employees and offices around the world, Pinkerton has the resources to provide reliable and scalable protection for clients and their assets around the globe.
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Kate Warne is hired by Pinkerton and becomes the first female detective in the U.S.
TIMELINE Pinkerton’s armed agents are called upon
1847
Allan Pinkerton is
to escort the priceless painting, Mona Lisa,
appointed as Chicago’s
painted by the italian artist, Leonardo da
first police detective.
Vinci, safely across the Atlantic Ocean.
1849
1850
1856
1870s
1968
The first Pinkerton office opens at 80 Washington Street, Chicago, IL.
The Pinkerton Agency begins the practice of clipping and filing newspaper stories for reference in investigations. Pinkerton’s collection
Allan Pinkerton joins
of mug shots and methodology
the Chicago police
develops the first criminal database.
department.
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Pinkerton relocates its global headquarters from Parsippany, N.J. to the Midwest in Ann Arbor, Michigan which is the place they started.
Pinkerton launches international expansion plan.
1969
1991
2000
2013
2014
2017
Pinkerton celebrates its 150 years of
Providing you a safe
service. In May, to commemorate the
community to free
Pinkerton offices are
occasion, it donated a vast archive of
you from fear.
established in Hong Kong,
material (over 100 boxes estimated
opening the door to
valued at $1m) to the Library of
operations throughout Asia.
Congress in Washington, D.C.
The leading innovator of corporate risk management solutions for national and international corporations, Pinkerton now operates in over 100 countries and maintains an exclusive network of vast and reliable global resources.
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OUR HISTORY Over 160 years of innovation: From Protecting Mid-Western Railways to Providing Corporate Risk Management to Clients Across the Globe Pinkerton, founded as the Pinkerton National Detective Agency, is a private security guard and detective agency established in the United States by Allan Pinkerton in 1850 and currently a subsidiary of Securitas AB. Pinkerton became famous when he claimed to have foiled a plot to assassinate president-elect Abraham Lincoln, who later hired Pinkerton agents for his personal security during the Civil War Pinkerton’s agents performed services ranging from security guarding to private military contracting work. Pinkerton was the largest private law enforcement organization in the world at the height of its power.
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During the labor strikes of the late 19th and early 20th centuries, businessmen hired the Pinkerton Agency to infiltrate unions, supply guards, keep strikers and suspected unionists out of factories, and recruit goon squads to intimidate workers. One such confrontation was the Homestead Strike of 1892, in which Pinkerton agents were called in to reinforce the strikebreaking measures of industrialist Henry Clay Frick, acting on behalf of Andrew Carnegie. The ensuing battle between Pinkerton agents and striking workers led to the deaths of seven Pinkerton agents and nine steelworkers. The Pinkertons were also used as guards in coal, iron, and lumber disputes in Illinois, Michigan, New York, Pennsylvania, and West Virginia as well as the Great Railroad Strike of 1877 and the Battle of Blair Mountain in 1921. The organization was pejoratively called the “Pinks� by its opponents.
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THE PINKERTON CODE IS CREATED:
1. Accept no bribes 2. Never compromise with criminals 3. Partner with local law enforcement agencies 4. Refuse divorce cases or cases that initiate scandals 5. Turn down reward money 6. Never raise fees without the client’s pre-knowledge 7. Keep clients apprised on an ongoing basis
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THE FUTURE Our Vision
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Our Mission
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Visual Direction
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New Audience
30
Competitors
40
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FUTURE
NOW
PAST
SOUL
Freedom from fear
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OUR VISION
We will evolve beyond simply giving you physical safety and risk management but offering you a safe community. A safe community giving you a chance to share information and to foster partnerships that enhance physical safety, risk manage and increase the overall communal engagement By providing a wild range of service in a variety of settings to help you navigate your community. We will also offer educational opportunities that will help you learn about Modern capabilities within your life to enhance a safe community. We will partner with organization to offer workshops to learn more.
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OUR MISSION
Our mission is to free you from fear and guarantee you a well-founded confidence in security. Here are the three keywords we stands for: Trust, Integrity and Vigilance.
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TRUST We believe any great relationships are based on trust and firm belief in the reliability, truth.
INTEGRITY The quality of being honest and having strong moral principle is what we stands for. We against crime and injustice.
VIGILANCE We Pinkerton takes action of keeping careful watch for possible danger or difficulties.
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VISUAL DIRECTION
Before: Cold, and exclusive These images shows the past look of Pinkerton, the old Pinkerton visually shows more business focus and exclusive.
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After: Warm and inviting The new vision of Pinkerton will be more community, warmer and inviting.
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Pinkerton
Out of spectrum
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In the spectrum
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NEW AUDIENCE
Based on our future mission objective, our new audience are people who cares about their safety in all kinds of needs. Also, we identify two audience which are not in our audience spectrum to distinguish our focus.
Out of spectrum
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Retired Worker
GEORGE TADEO, 49
1. George loves the countryside more than big cities because he thinks big cities are not safe. 2. George has a collection of guns to protect himself because he live in a less safety area in Oakland California. 3. George like to get drunk with his friends at bars because he know his friends will take care of him. 4. George call his friend by telephone because he don’t like new technology. 5. George doesn’t believe in others but only believe in himself because he is very arrogant. 6. George doesn’t have any high tech products because he don’t know how to use it. 7. George likes to listen to music on Vinyl because thats what he is familiar with.
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Online Shopping Addict
LENA MORALES, 26
1. Lena is busy at working and does not have time to shop in stores. 2. Lena loves to follow Fashion & Makeup Instagrams and watches makeup tutorial Youtube videos and buys outfits and makeup online. 3. Lena views customer reviews before purchase to avoid bad quality products or customer service. 4. Lena always tries new restaurants and coffee shops, so she can bring her friends to those places. 5. Lena has more than two credit cards because each of them has different discount and coupons. 6. Lena allows online shops to remember her payment information so she doesn’t have to retype it again for the next purchase. 7. Born and raised in the city with diversity, NY, and embraces diversity.
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Computer Freak
JAMES SHERMAN, 32
1. James is the only child in his family and didn’t have much chance to interact with others so he is very introverted and not good at socializing. 2. James likes to spend time browsing technical & digital websites so he can get the newest information about computers. 3. James enjoys online learning and taking online courses so he doesn’t have to interact with others face to face. 4. James loves to play online games because he can make virtual friends. 5. James feels more comfortable interacting with people online than face to face because it is less stressful. 6. James is looking for a strong firewall to keep his computer safe because he don’t want his computer be hacked. 7. James bought his stuff through online stores because it is fast.
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Social Media Addict
JESSICA WANG, 17
1. Jessica takes her cell phone with her no matter where she goes because it makes her feel secure. 2. Jessica checks her social media every five minutes to see if there are any new notifications or updates. 3. Jessica uses the same account and password for all kinds of social media because she is lazy. 4. Jessica loves to share everything on her social media because she wants to get more attention online. 5. Jessica likes to save her password when she signs in on social media so she doesn’t have to retype it again. 6. Jessica wants to install a firewall for her computer because her computer has been hacked before. 7. Jessica wants to know more about online info security to avoid hackers.
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Newly Promoted
STEPHANIE PARK, 38
1. Stephanie uses different credit cards for different purchase platforms to reduce risk. 2. Stephanie likes to buy brands with a long history because it’s more reliable. 3. When buying stuff online, she is concerned about personal info safety. 4. Stephanie attends multiple workshop to learn new things. 5. Stephanie bought tons of different insurance to avoid risk. 6. To expand her career, Stephanie wants to secure her personal information online. 7. Stephanie attends different talks or workshops to gain knowledge.
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Rookie Designer
AMIT KAPOOR, 28
1. Amit always finds places which have free Wifi to save cost. 2. Amit signed in and described many channels on different online platforms to get the newest design info. 3. Amit recently installed a firewall for his computer because his computer had been hack before. 4. Amit applied for his first credit card and he want to know how to protect his credit information. 5. Amit always finds inspiration from different people he meets, and connects with them on social media. 6. Amit is very active on social media because he likes to share his work with the public and get feedback from them. 7. Amit lives in an apartment with three roommates, so he can have lower rent.
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Sensitive Mom
KATHRINE PARKER, 57
1. Kathrine only use one credit card to purchase online because she concerns about the safety of her bank account. 2. When planning a vacation, Kathrine’s first concern is safety. because so don’t want her family to meet any danger. 3. Kathrine always look at the ingredient label of a product first before purchase because she want her family to eat healthy foods. 4. Kathrine uses social media to interact with her children because her kids are studying aboard. 5. Kathrine lives in a less secure area, so she install a lot of door lock to avoid thief and other dangers. 6. Kathrine only go to places with good customers service so she can get more information and good service. 7. Kathrine always thinks twice before she act because she doesn’t want to waste time and fixing mistakes.
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Traditional professor
MARK BARBA, 70
1. Mark never listens to others’ suggestions because he think he is always right and others are wrong. 2. Mark got divorce in his early age so he doesn’t trust anyone but himself. 3. Mark never buy things online because he doesn’t trust the online payment, he like to pay by cash. 4. Being born in the 18s, Mark is a old fashioned man. 5. Mark doesn’t like to try new thing because he thinks he already has the best. 6. Mark likes to read physical books rather than digital books because he like to take notes on the book. 7. Mark doesn’t have any insurance because he doesn’t believe in risk.
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COMPETITORS // CURRENT
It’s important to know who is our competitors and to differentiate between them. We categorized them into three section: current competitors, adjacent competitors and aspirational competitors.
1. Securitas Securitas provides services which specialized in guarding, technology solutions and consulting and investigations.
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2. G4S G4S has a unique global footprint with operations in over 100 countries, including a strong presence in higher growth developing markets.
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3. GardaWorld It offering a wide range of highly focused business solutions including leading-edge security services and cash solutions.
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4. Globe Detective Agency It offers rigorous processes, which can help in recruiting reliable personnel, with years of experience, in this field.
5. Allied Universal It provides unparalleled service, systems and solutions to serve, secure and care for the people and businesses in our communities.
6. Paragon Systems They provides comprehensive facility security services and licensed, professionally trained service personnel to departments and agencies of the United States Government.
7. Akal Security Akal Security manages complex, multi-site security programs for the U.S. Government and Corporations, and is responsible for protecting critical government and industrial facilities.
8. Secret Service, Secret Service is mandated by Congress to carry out the integrated missions of protection and investigations.
9. FBI Ahead of the threat through leadership, agility, and integration.
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10. Inter-Con Security Delivering security ensuring the protection and safety of our clients’ personnel, customers, information and assets.
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COMPETITORS // ADJACENT
1. KnightScope Clients can access real-time data around the clock via desktop or mobile devices ensuring you’ll always have the power of our technology at your fingertips 24/7.
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2. Cobalt It combine the superhuman sensing, computation, unwavering attention and with the flexibility, cognition, and face-to-face interaction of a remote human pilot.
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3. August It Add secure, keyless entry to your home with an August Smart Lock for the front door.
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4. Canary It’s a complete security system in a single device. Includes a 1080p HD camera, night vision, motion-activated recording, air quality sensors.
5. Nest Nest Cam IQ brought state-ofthe-art smarts to indoor security cameras and outdoor.
6. Massachusetts Mutual It offers life insurance and protection products, and investment services to help you meet your financial goals.
7. Allianz Allianz stayed true to their careful planning, disciplined investing, and risk management expertise to their customers.
8. Allstate Allstate dedication to helping rebuild after catastrophes to their passion for giving back to communities, it is committed to making a difference.
6. AAA AAA provide from disaster preparedness to child car seat safety and school safety patrol, AAA is focused on helping communities be prepared and stay safe.
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10. Guardian Guardian offer wide range of products for clients to choose and offering secured future.
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COMPETITORS // ASPIRATIONAL
1. Sesri Securitas provides services which specialized in guarding, technology solutions and consulting and investigations.
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2. Luciad Luciad delivers geospatial software solutions that power the world’s mission critical operations.
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3. Google By offering free information access, it provide people a way to connect the world.
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4. Facebook Creating a worldwide community and encourage people to share and to connect.
5. Bentley Bentley delivers solutions for the entire lifecycle of the infrastructure asset, tailored to the needs of the various professions
6. Mapbox An open source mapping platform for custom designed maps.
7. Intergraph Using a wide range of method and data gathering to offer you a safer and protected life.
8. Trimble Its integrated solutions allow customers to collect, manage and analyze complex information faster and easier, making them more productive, efficient and profitable.
9. Adobe Using creativity to unify people together and share their creative process.
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10. Here Creating a digital representation of reality to radically improve the way everyone lives, move and interact.
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This is an non-commercial project for educational purpose and is not intended to represent the Pinkerton brand. Design // by Yung Jou(Nina) Chen Resources // www.pexels.com Graphic Burger Class // Nature of Identity Professor // Hunter Wimmer All rights reserved. no part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any other information storage and retrieval system, without prior permission in writing from the publisher.
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