MOLOTOW Final Booklet by Donald Jorgensen

1.0 RESEARCH 01 03 05 07 08

Company Overview Creative Brief SWOT Analysis Brand Attributes Competition

2.0 Process 09 11 13 15

Moodboards Logo Development Print Development Web Development

3.0 Standards 17 18 19 21 23 24 25 27 29 30 31

Color Selection Font Selection Logo Usage Logo Specs & Placement Tone of Voice Taglines Imagery & Texture Design Elements Print Standards Web Standards Stationery

4.0 Brand LAUNCH 33 37 43 45 46

Marketing Strategy Final Designs Merchandising Final Thoughts References

IN THIS SECTION: The research section of this brand booklet gives a brief glimpse into the pre-design process and information gathered to help create this new MOLOTOW brand. In order to create a strong visual presence, we must first understand the basis and background of the project at hand. 01 03 05 07 08

Company Overview Creative Brief SWOT Analysis Brand Attributes Competition

RESEARCH - COMPANY OVERVIEW

COMPANY OVERVIEW Who is MOLOTOW? MOLOTOW Paint is a sub company of the Feuerstein

popularity year after year. Most of these techniques involve

the paint distribution industry decided to create a brand

used in tagging and stencils. Another new technique was

Group in Germany, whom after unexpected success in

dedicated to the production and distribution of the spray-

paint technologies in the mid-nineties. After years of support and success regarding advanced paint technologies,

MOLOTOW established itself as one of the more â&#x20AC;&#x153;luxuryâ&#x20AC;?

paint products, becoming popular among established street

artists looking for dependable paint to showcase their works. Europe maintains the majority of its market, however they

do have distribution to other parts of the world. There is still

plenty of room to grow and increase the level of distribution, in particular the United States. Americans love their art, yet it remains a very untapped market in this industry, even

after the establishment of U.S. based paint companies. A

successful, respected company like MOLOTOW would do well to make it a top priority.

With the popularity of certain artists like Banksy over the

past decade, street art has established itself as a legitimate art form among younger generations, showing spikes in

some form of paint; spray-paint being the most popular form established with the popularity of street marker art, which MOLOTOW helped to initialize, currently offering the top rated marker products in the world, along side its line of spray paint and caps.

As popularity grows, as does the need establish unique

drawing points to the consumer, selling paint alone is not going to cut it. As the market expands, companies need

to grow and adapt with the changing trends. MOLOTOW already maintains a loyal following of established street artists, and through word of mouth they are able to

somewhat maintain that loyalty. This new branding campaign hopes to build off of that quality and maintain customer

loyalty, but it also aims to create a new target demographic

of young inexperienced artists that are still trying to find their niche in the creative world.

RESEARCH - COMPANY OVERVIEW

SINCE

96’

RESEARCH - CREATIVE BRIEF

Creative Brief Brand Objective To increase company popularity through superior product technology

and an unmatched dedication to artists and artforms around the globe.

Action Plan Branding:

• Strong artistic presence shown through logo, color selection and imagery. • Maintaining company loyalty, focusing on all aspects and strengths, not only product development.

• Develop an iconic and recognizable brand image. Awareness:

• Promotional campaigns that showcase the new brand.

• Involve the artists in spreading the new brand identity underground.

• Influence through positive actions, while still remaining loyal to the urban and street audience.

Product Packaging:

• Unique designs to further infuse goal of the product. • Showcase the product usability and durability.

RESEARCH - CREATIVE BRIEF

Unique Selling Proposition Artist Focused

MOLOTOW is dedicated to the success of aspiring artists around the world, putting on free clinics and art exhibitions to help spread the word of a growing artform.

Professional Technologies

Continually improving products and standards, owning 18 product patents that set them and their products above the competition. Product Variety & Loyalty

Offering spray paint, markers, glue and cap technologies as well as a

popular merchandising avenues that will continue to grow with the popularity of the product. MOLOTOW also maintains a strong artist following who are loyal to them and their product line.

Audience Analysis

Age Group: • 15-30 Gender: • Male and Female Groups: • Graffiti Artists • Marker Artists • Art Enthusiasts • Young Aspiring Artists • Art Suppliers

As a whole, street art is not really gender specific. It might appear

to be more popular among males, which may have been the case in

years past. But that is not the case anymore. There is also no set race

demographic. As things progress the world of street art is spreading out of the streets themselves, and into suburbia.

MOLOTOW offers a higher quality product than it’s competition. This fact alone brings in the heavy hitters. Word of mouth and influence can be a vital tool in brand marketing, this is the same in any industry.

RESEARCH - SWOT ANALYSIS

SWOT ANALYSIS

STRENGTH WEAKNESS Strengths

MOLOTOW has developed a reputation for delivering high quality paint products. Along with this reputation,

MOLOTOW has gained the respect of popular artists in the street world, allowing an advantage through a loyal following and word of mouth influence.

• Professional Products • Strong Artist Loyalty • Patented Technology • Artist Focused • World-Wide Distribution • Well Respected

MOLOTOW is considered to be a company with international distribution,

however it could be much stronger in that area. Until they tap into the larger markets where street art is developing, they will be at a disadvantage.

Sooner or later someone is going to take over that market, pushing them

further down on the list of top paint suppliers. This industry is small enough,

that the competition is high between the companies. MOLOTOW having the

great reputation allows them to charge more then some of their competitors, but as technologies increase throughout, they can’t continue to rely on that

fact alone to make sales. That is why a strong brand presence is essential to grab hold the attention of consumers, especially those new audiences that may not be familiar with specific company strengths and weaknesses.

• Expensive • Increasing Competition • Weak Brand Presence • US Distribution is lacking 05

RESEARCH - SWOT ANALYSIS

OPPORTUNITY THREAT With the emergence of certain popular artists, and other celebrity

recognition in this industry, street art is finally being recognized as a

legitimate form of art. Along with that comes room and opportunity to

build off that popularity and break out into new markets and generate

revenue through artist sponsorship, art shows, and even merchandising.

• Growing Industry • Graffiti Art Popular • Increased Art Awareness = Sales • Artist sponsorship • Increase US Distribution

Public opinion regarding street art will always be a

hurdle that MOLOTOW will have to work through. As popularity continues to grow, as will the competition,

which further emphasizes the need to break into new markets throughout the world that MOLOTOW and their products can thrive.

• Cheaper Competition • Negative opinions of the industry • Distribution • Stronger restrictions regarding vandalism products

RESEARCH - BRAND ATTRIBUTES

Brand attributes Brand Vision 1. To deliver professional color application tools to artists

Professional

around the world.

2. To increase awareness in the value of urban street art as a true artform, rather then a juvenile act of rebellion.

3. To be the industry leader, that continues to grow

and outshine it’s competition through it’s influence, technology and reliable product line.

Involved

MOLOTOW

Brand Essence • Revolutionary, Creative, Influence

Innovative

Determined

Deliberate

RESEARCH - COMPETITION

Competition As previously stated, this is a relatively new industry in terms

of popular demand and knowledge. Street art has been around for decades, but now more so than ever we are beginning to see some real momentum in the mainstream.

There are only a handful of prime competitors for MOLOTOW in this business. Each one has something a little bit different

to offer. Some offer a higher quality product, while others offer paint aimed towards the novice artist just starting out. The

world is growing more and more fond of street artists and it is finally being considered a true artform. As this popularity

grows, so will the list of competitors, making the need for a strong brand presence even more important.

Competitor List • Monster Colors • Krink • MTN Colors • Sabotaz • Beat • Krylon (indirect) • Rustoleum (indirect)

IN THIS SECTION: This section walks us through the creative process explored during the development of touchpoints for the MOLOTOW brand. 09 11 13 15

Moodboards Logo Development Print Development Web Development

PROCESS - MOODBOARDS

MOODBOARDS Moodboards were a completely foreign concept to me before starting this course. Imagine it, a collage of images to help bring out ideas, colors, shapes, fonts and even packaging designs. Why didnâ&#x20AC;&#x2122;t I think of that before?

I explored three different moodboards in the starting stages, none of which seemed to embody the true brand essence

I was envisioning. I ended up taking parts and pieces from each idea and combining to create what is the final logo,

color, image and font styles used in the brand standards.

PROCESS - MOODBOARDS

PROCESS - LOGO DEVELOPMENT

LOGO DEVELOPMENT At some point during a brands lifespan, the logo,

becomes the face of the brand. It is the most recognizable

feature and deserves a careful and thought out development process.

Designing the MOLOTOW logo started out with a series of rough sketches, ultimately leading to back and forth brainstorming, review boards, and customer analysis

workshops. The goal was to visually showcase as many

true brand characteristics as possible. Whether it is literal or figurative, all of the elements presented in this design are based around the earlier research findings.

(1) Primary Signature: The preferred logo selection for most instances.

(2) Logo/Tagline Combination: An alternative to the

primary signature, permission by the brand steward must be given in order to use this signature over the primary. (3) The Mark: A secondary visual element. The mark

must be used along with the Primary Signature or the

Logo/Tagline with permission. It cannot stand alone on any Print, Web, or Packaged materials. The mark may

also be accompanied by the web URL and can be treated with visual â&#x20AC;&#x153;enhancementâ&#x20AC;? (overlays, texture, image frame, etc.) when called for.

PROCESS - LOGO DEVELOPMENT

PROCESS - PRINT DEVELOPMENT

Print development Print design has been a fascination of mine since I first

values. This idea of being more than a paint company, truly

the work that goes into actually printing something as simple

influence as well as reputation to evolve the world of street art

started taking design classes. The smell, the texture and all as a poster still leaves me in awe. I am hooked and always

will be, even as marketing and advertising are slowly moving away from the printed mediums, I still find it to be a valuable and profitable asset that is under-utilized.

I had visions of poster concepts the second I chose

MOLOTOW to re-brand for this project. I have a backgound

in street art, so this company and itâ&#x20AC;&#x2122;s products are very near and dear to me personally. I wanted to build a brand around a company that has the potential to do great things, using not only the research, but my personal experience and

expectation as a consumer of these products for insight. I originally came up with three print concepts, each of which

I was in love with at the time for itâ&#x20AC;&#x2122;s own reason. Sketch after sketch I continued to see similar marks, and as a result I

ended up merging two of the concepts into one. Each offered something different, but the end result better suites the brand

caring about the artists that use the products, and using into something it has never been before.

The brand is meant to be personalized in a way that no

matter who you are or what your background is, you can look at the imagery, the taglines, the colors, the signatures and

understand for just a moment what it is like to be in the mind of a street artist. Of everything created for this MOLOTOW brand over the last year, I think this is most reflected in the print concepts.

PROCESS - PRINT DEVELOPMENT

leave your own mark. Since 1996 MOLOTOWâ&#x201E;˘ has been developing innovative technologies that are optimizing paint application tools to the max.

Engineered by artists, for artists.

W W W . MO L O TO W . CO M

PROCESS - WEB DEVELOPMENT

Web development

PROCESS - WEB DEVELOPMENT

Web design is still fairly new to me. I have only started to

This process began with a detailed site-map, that was

started out just diving into the design without any sort of

the final. The most important thing for this site was that

fine tune my web process in the last year or so. I originally direction or understanding of what was needed. Things like user interface, functionality, web fonts, motion, etc. were usually all overlooked.

As a result, and with the help of this course I was able to dig down deep and develop a proper game-plan before tackling any formal design work.

looked-over and tweaked over and over before landing at every part of the site was easily accessed.

Once the site map was approved I began wireframing

possible layout solutions to maximise the needs of the site,

while still remaining true to the brand needs. Once that was finished, the design process was fairly quick and I was able to stick to a concept right from the beginning rather than having to change halfway through.

Color Font Logo Tone of Voice Imagery Design Elements

IN THIS SECTION: This section covers the Design Standards for the new MOLOTOW Brand. It is designed to aid in the production for marketing materials in the future. This allows us to set strict guidelines in order to maintain a cohesive brand, regardless of who may be creating the material. 17 18 19 21 22 24 25 27 29 30 31

Color Selection Font Selection Logo Usage Logo Specs & Placement Tone of Voice Taglines Imagery & Texture Design Elements Print Standards Web Standards Stationery

DESIGN STANDARDS - COLOR

COLOR SELECTION The MOLOTOW color palette has been carefully thought of to of these colors helps to further express the brands intentions

*NOTE: Tints and shades are to be used in moderation in secondary elements. They can never be used to replace any colors in the primary logo signature. Secondary colors are meant to add variety and accent the design piece presented. This usage is at the designers discretion and must be approved by brand stewards. These colors also may not replace any primary colors in the signature (except Street Red on approval).

Primary

Secondary

include all aspects of the brands emotions. The combination and influence to the rest of the art world.

Revo Black

Life Green

Lightness Grey

+20k

+40k

+10k

+20k -10k -20k

Street Red

Aero Blue

Electric Yellow

Pantone 297 c

Pantone 109 c

CMYK: 49-1-0-0

CMYK: 0-10-100-0

RGB: 114-205-244

RGB: 255-221-0

DESIGN STANDARDS - FONTS

Fonts Headline Fonts (Caps Always) Primary

Bebas neue ABCDEFGHIJKLMNOPQRSTUVWXYZ

Substitute

FUTURA CONDENSED MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ

Body And Sub-Head Fonts Primary

Substitute

HELVETICA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz EUPHEMIA UCAS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

•

Headline size may not span outside of the given

•

Headline size may not be less than 21pt.

• •

mediums margins making the content unreadable. Seven-word maximum for all headlines. Tracking at 25%.

•

Sub-Head size may not exceed 24pt, and may not

•

Sub-Head size may not be less than 14pt, or

• • • • • •

be within 10 point sizes of the headline. smaller than the body copy.

Sub-Head titles must be in caps, and bold.

Body Copy size may not exceed 14pt, unless the

medium used requires larger for legibility purposes. Body Copy size may not be less than 9pt.

Line spacing must be +4 the body copy size.

Body Copy may only be bolded or italicized to highlight key points.

There is a 50 word max for all body text in single pages promotions.

DESIGN STANDARDS - LOGO USAGE

APPROVED LOGO USAGE

Street Red Logo: These logo versions are only to be used for work in artist promotion

(galleries, shows, workshops, event signings) and charity events. This is not a signature option for regular marketing collateral.

Signature use must be approved by a formal brand steward prior to usage.

DESIGN STANDARDS - LOGO USAGE

Unapproved logo usage All marketing material using the MOLOTOW logo in a distorted fashion will be pulled and forced to re-issue. The logo must be enlarged or shrunk proportionately.

Unmodified vector logo formats must be supplied to the design team when creating any print materials.

DESIGN STANDARDS - LOGO

Logo specifications Clear Space

Sizing

Regardless of placement or medium size, the MOLOTOW logo

Logo size regulations are designed to maintain a constant

elements. This clear space (top, bottom, right, left) is equal to

pieces. This includes but is not limited to print material,

must have itâ&#x20AC;&#x2122;s own visible buffer in the presence of other design the center O (x) in the MOLOTOW logo, as you can see below. This logo clear space is developed to insure that the logo does not conflict with any other elements. No visuals, text, colors or

page borders may stray into the clear space zone. This applies to all promotional material.

and confirmed logo appearance in all desired marketing web presence, package design, and merchandising. Minimum Size: No smaller than 50mm wide

50mm

1x 1x Maximum Size: No larger than 50% of page width for print, and web collateral.

1x 1x

50% 21

DESIGN STANDARDS - LOGO

Logo Placement Print Material

Web Material

Regarding all printed marketing material, the MOLOTOW

Logo use on the web may be placed in the top left corner

logo may not exceed 30% page width. The logo may also

smaller than 200 pixels wide.

logo may be placed bottom left corner in which case the

or centered. It may not exceed 400 pixels wide or be

be centered in the bottom 30% of the page. In all cases

the logo may not be smaller than 20% width of the page or exceed the maximum size of 50% width, mentioned in the logo specifications section.

400 pixels

30%

400 pixels

30%

DESIGN STANDARDS - TONE OF VOICE

Tone of voice MOLOTOW is more than just a simple paint supply company. The

goal of this brand is to revolutionize the way in which the world views street art and the artists that create it, while delivering the highest

quality paint products on the market. We are the gatekeeper to this

hidden and sometimes misunderstood artform. As the world starts to become more informed and intrigued by street art and it’s essence, we will be there to defend it and remain loyal.

This task cannot be shown merely on the design front. All messaging and content focused around the MOLOTOW brand are equally as

important and must express the true essence of the brand verbally. Below are some guidelines to follow when creating content and

messaging. This applies to all formats and marketing promotions. 1. MOLOTOW is a leader and authority in this industry.

2. MOLOTOW represents artists all around the world. Designations regarding the combination of any artistic group with the

MOLOTOW organization must be expressed using “we” and “us”. Showing the bond between artists and MOLOTOW.

3. MOLOTOW claims heavy ownership in it’s success, and is proud

to acknowledge their accomplishments. Not cocky. Just confident.

4. Less is more. MOLOTOW does not wish to bore the public with

wordy dialog that most will choose to ignore. We make our point and let the reader/viewer decide for themselves.

DESIGN STANDARDS - TAGLINES

Taglines Taglines There are three MOLOTOW taglines. Each one

developed to help emphasize that MOLOTOW as a

whole is much more than just a paint company. They are simple enough to understand, yet leave enough

room for the viewer to connect the dots and come up with their own conclusions.

Leave your own mark.

(1) Logo Tag: This tag may not be used apart from the primary signature. Strictly logo based. Refer to the approved logo usage section.

(2) The Artist Tag: This tag may only be used for

print material and street marketing involving artists. This tag must be treated as a headline. May be

displayed using MOLOTOW Life Green, Revo Black or Street Red upon approval.

(3) The Revolution Tag: This tag can be used on any format and must be treated as a headline in

whatever medium is chosen. May be displayed using MOLOTOW Life Green, Revo Black or Street Red (upon approval).

DESIGN STANDARDS - IMAGERY & TEXTURE

Imagery & texture Imagery Proper image selection is essential to the MOLOTOW

(3) The Product Element: Builds a foundation around

have developed guidelines to consider when choosing

even Merchandise. This style of imagery uses popular

brand. In order to ensure proper image usage, we

the product at hand. Whether it be Paint, Marker, or

production ready images, for all formats.

MOLOTOW products to aid in promoting not only the

There are three types of photo styles a marketing

piece can be focused around. The HUMAN element,

images outside of their output, as it lowers image quality.

(1) The Human Element: Revolves around the artist

â&#x20AC;˘ Print Images = 240-300 dpi. â&#x20AC;˘ Web Images = 72 dpi.

dreams, etc. Ideally, the image will also have some

Texture

The CREATIVE element, and the PRODUCT Element. themselves. It shows emotion, facial features, hopes, fragment of the creativity included. For example, an artist standing in front of his/her work. The image focuses on the person, but hints to the art in the

background. There must be a connection between the artist and either the specific product, or the art.

(2) The Creative Element: Focuses around the art

and its creation. This may include images of artists in the process of painting, or just a portion of the body

(hand holding something) but the person is secondary. If included the person should for the most part be

unrecognizable. It can also be images of the finished product with no person.

brand, but each individual product itself. No stretching of

(4) Texture will most likely always be present in the

chosen imagery, especially when dealing with street

artists and their work. Keep textures to natural brick,

concrete and spray patterns (urban). No browns or red

brick walls, only forms of grey and painted wall textures.

In other words, keep it street and stay away from flowers,

bubbles and anything else that might hinder the reputation of the brand as a legit street art product supplier.

*Note: Greyscale images can be used in print campaigns if desired, but it must be consistent through the entire campaign.

1 2 3

DESIGN STANDARDS - DESIGN ELEMENTS

DESIGN ELEMENTS All successful brands maintain a number of secondary

(3) TheLine: There is a lot of visual equity built along

brand. Through repetition and refinement,the use of

your attention and help to break up content. In the

design elements to help and enhance the image of that these elements can make or break a successful identity package. Each item offers something different to help convey all the different emotions of MOLOTOW.

(1) CityScape: Being that this brand is built around

street art, and an all around urban environment, this

element is meant to help enhance that spirit, as well as adding a sense of pride in local art scenes. There is no set pattern or template, however the only designated colors for this are WHITE and REVO BLACK, the

shape is determined by the city in which the marketing piece is being used. So if you are putting a billboard in Seattle, than your city should indicate the Seattle

skyline. This item is to be used as a baseline frame for imagery only. It may not stand alone.

(2) Splatt: This is a simple spray texture concept to

help evoke the â&#x20AC;&#x153;streetâ&#x20AC;? concept of the brand. There is

no set pattern or template, this is meant to be explored and manipulated. This element may be used visually with a single color to help engage the audience.

straight lines and hard edged elements. They direct case of MOLOTOW, this line item represents the

straight forward approach and hard-fought right to be

successful in this industry. This element may be used visually with a single color and may never be larger than the height of the logo. Primarily for business materials and internal documents.

*NOTE: This design elements can be used in association with each other. There is no rule on using one or the other. SPLATT and CITYSCAPE are the more useful tools in the MOLOTOW brand and work well as a creative element.

1 2

DESIGN STANDARDS - PRINT

PRINT STANDARDS MOLOTOW believes that through the nature of this

industry, our target demographic, and the marketing

path we have chosen to take, strong print campaigning should prove to be a valuable asset in the future. Here are a few general rules for single page print designs:

1. Headlines are meant to be seen, so don’t hide it. The longest line (no more than two lines in the

headline) should always push the 5-10% margins on the right and left side.

2. Headline colors may be single or two color. If

multiple colors are used, Life Green must be one.

The other color can be Aero Blue or Electric Yellow.

Varies

3. Don’t over do it. People don’t want to read a novel on your posters. Refer to the font standards page for more details on font size and usage.

4. Logo + Body Copy + Web URL = Centered 5. Logo + Web URL = Logo Left, URL right 6. CityScapes may only extend up to the bottom 40% of the page.

40% max

7. Only the headline is allowed to be in the image

area. Logo, Body Copy and contact information must be in the bottom section.

5-10%

DESIGN STANDARDS - WEB

WEB STANDARDS The new MOLOTOW website was designed to be a launch pad for everything involved in the company.

125px

Whether you want to buy paint, shirts, or simply to

explore the site and learn more, everything is right at your fingertips and easily navigated. Here are a few general rules for any web-based designs.

1. Header bars must mirror the design of the new

400px

site. This means a liquid expanding width, and a vertical ht. limit of 125 pixels.

2. All imagery rules and treatments apply the same to web as they do print.

3. There must always be a thumbnail preview/link to a MOLOTOW product.

4. Social Media links must be present. 5. All content and updates must be cleared through a brand webmaster.

6. Web banners and imagery have a vertical ht. limit of 400 pixels.

7. Customer Service and Distribution contact information must be present.

DESIGN STANDARDS - STATIONERY

STATIONERY The MOLOTOW business suite is designed for the more formal aspects of distribution

1in

and sales. They maintain the brands street motivation while still being viewed as business professional.

1in

1 inch margins on top and bottom, combined with a 1 inch margin on the left and a 1.5 inch margin on the right side to add a bit more breathing room for the page.

1in 1.5in

1in 31

.5in

DESIGN STANDARDS - STATIONERY

Donald Jorgensen MARKETING DIREC

TO R

p. (509) 627-6888 f. (509) 627-6888 @ donald@molotow.com

IN THIS SECTION: This section showcases finished touchpoints in print, web and packaging. Also addressed is the new MOLOTOW marketing philosophy and how we hope it will aid in delivering the correct audience messaging, springboarding our new brand into the forefront of this highly competitive industry. 33 37 43 45 46

Marketing Strategy Final Designs Merchandising Final Thoughts References

BRAND LAUNCH - MARKETING

MARKETING STRATEGY Embrace the Underground A fresh and complete brand is vital in gaining consumer

As a designer working on this project, it is easy to get sucked

type of audience, unlike any other in the marketing world.

some bright colors and you are good to go, right? Wrong.

loyalty. Street artists themselves are a completely different Street art is based on the principle to rebel, to be an

individual, to evoke curiosity and questions through artistic expression. With that, MOLOTOW must harness that

underground influence through the marketing of its products.

into a cliché design approach. Slap on a graffiti style font,

In fact, being that this really is such an artistic industry, that makes it even more important to cross-over those lines in

the sand and bring deeper elements of the company to light, something that separates MOLOTOW from the corner store

Guerilla and Grassroots marketing can help to maintain

paint shops.

saving money (Cheap Tricks, 2008). These marketing

creativity, all rolled out into one single package. A brand

that urban ideology with the brand, while at the same time

The new brand needed to express dominance, luxury and

techniques build upon the simple notion of participation, for

that not only artists can appreciate, but one that everyone

both the corporate side and consumer side. Ultimately, this

brand needs to establish itself as the dominant force in this

industry, without the powerhouse “stigma” that often comes along with the title. By showcasing the MOLOTOW spirit

as more than a paint distribution company, but instead as

a unique artist-centered experience, a family, a revolution,

dedicated to the arts and the success of artists around the

world, we can begin to bridge the gap of misunderstanding.

can look at and truly understand what MOLOTOW stands for. Which in a nutshell is, “We sell great paint of course, but we are much more than that” Expression through

creativity, throughout all aspects and platforms. “Branding is a disciplined process used to build awareness and extend

customer loyalty” (Wheeler, 2009), in other words brands are designed to sell and inspire. There is no reason to conform to industry standards regarding a design, unless there is

true reasoning to stand behind it. Every company, in every

BRAND LAUNCH - ON THE STREET

Marketing Strategy industry should maintain some sense of individuality

this approach with some aspects of itâ&#x20AC;&#x2122;s marketing, not

acceptance. MOLOTOW already maintains an edge over

order to spread a message and designate public opinion

regarding their process and methods for gaining consumer its competition, but this is only regarding their product line and nothing else. The current brand lacks inspiration, which is unacceptable.

necessarily the product aspect of the company, but in

on the company, what it stands for, who it supports, etc. etc. An artistic revolution inspired by artists, for artists.

Giving the consumer the chance to be part of something

In order to market the campaign, MOLOTOW needs to be

unique and special. Other obvious marketing methods

this demographic, if you lose your loyalty on a customer

print pieces (magazine ads, posters, etc.) a strong web

is everything. Street art has gained popularity without any

blogs, etc.) and possibly later on down the road once a

created a buzz that slowly but surely has spread across

a TV campaign.

Guerilla, Buzz and Grassroots marketing techniques are

MOLOTOW brand, the hardest part is to deliver a

opportunity for the consumer themselves to be part of the

technological advancement and corporate dedication.

The idea of being connected to rebellion, even something

and help emphasize the dominant features the company

collared individual. With that, MOLOTOW needs to adapt

logo creation, headlines and photography paired with

careful not to soil its current reputation, and â&#x20AC;&#x153;sell-outâ&#x20AC;?. With

that can be (but not limited to) product focused will include

and product level, you are as good as dead. Reputation

and viral presence (website, social media, artist videos,

media backing, no ads, no pushers, these artists have

reputation and company placement has been established

the world and inspired others to create and do the same.

When dealing with a design concept for the new

successful because A) They are cheap, and B) It leaves

strong artistic presence while still being able to convey

campaign and help spread the word (Notarantonio, 2009).

Strong, sans serif fonts will illustrate a modern approach

as simple as this, it has its allure to even the most white

holds over the industry. Engaging, bright colors throughout

BRAND LAUNCH - ON THE STREET

subtle black and white accents to convey the relationship between color design and a blank canvas. The design is

what will ultimately grab hold of the consumer’s attention;

the internal emotion the design portrays about the company

and the consumers is what will keep them interested. Taking the designers and the clients out of the picture and focusing on the interest and personality of the consumers that will

ultimately decide the direction and success of not only the brand, but also the company itself.

Re-branding a company is never an easy task, no secret

there. MOLOTOW is a fast paced, successful paint company that is dedicated to more than just selling paint and has

become one of the dominant figures in the industry. Their

brand however, does not reflect this and is in need of a big

change. Competition is growing, as is the popularity of street

art around the world. MOLOTOW needs to take that success

in stride, adapting a growing with it. With a true understanding, and proper marketing and visual development, there is

no reason MOLOTOW, with it’s new brand, can’t become a dominant force among it’s competitors. They have the successful product line, now they need a face to match.

BRAND LAUNCH - FINAL DESIGNS

PRINT DESIGN

BRAND LAUNCH - FINAL DESIGNS

PACKAGE DESIGN

BRAND LAUNCH - FINAL DESIGNS

If one thing holds true throughout the

MOLOTOW brand it is the consistent and ass-kicking technology developed in our spray, cap and marker products.

These are patented technologies that set us apart from any other company in the

world. The reputation is well earned and our products truly do speak for themselves year after year.

BRAND LAUNCH - FINAL DESIGNS

WEB DESIGN

BRAND LAUNCH - WEB DESIGN

It’s more than paint. It’s a revolution. ABOUT

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ABOUT US

logistics

With the idea to design a perfect tool for artists and professionals the Molotow story began in 1996. Molotow became the synonym for brilliant ideas. Molotow Premium revolutionized the spray technology across the world and it is still considered as the reference. worldwide leading spraypaint. The patented Molotow Technology features the unique quality characteristics no dust, anti drip, all season and covers all.

Logistics, dispatch and production terms are guarantors of a reliable job execution. The Kwasny group is certified with ISO 9001, the best German quality standard for industry and business.

Molotow Distribution is a part of the Feuerstein Group. Founded in 1959 as Feuerstein GmbH, soon the company became very successful in the paint distribution business. In the mid ninties the company began to design its own spraypaint brands. Most modern logisitics and service are attainable 7 days a week via the online shop at Molotow.com. The philosophy of short, direct ways of working and flat hierarchies ensures the customers of Molotow to receive an economic and reliable service in its entirity. The particular focus lies on quality in service and in time deliveries (fixed date deliveries). All the products which Molotow produces and supplies go through extensive quality and appitude tests, in accordance with Molotow´s maxim and claim: Quality pays off!

transport We provide a constant service with in-time deliveries. With our partners and transport companies in cooperation our service stands for satisfaction and availability of the whole Molotow product range.

NEWS & EVENTS

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It’s more than paint. It’s a revolution. ABOUT

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It’s more than paint. It’s a revolution. ABOUT

CONTACT

spray - marker - caps - merch

STORE

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CONTACT

Artist Feature - News & events - inspire BLAKE JOHNSTON

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BUY

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.dolores eos qui ratione voluptatem sequi. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.dolores eos qui ratione voluptatem sequi nesciunt.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.dolores eos qui ratione voluptatem sequi nesciunt.

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NEWS & EVENTS 1/11 - Nemo enim ipsam Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.dolores eos qui ratione voluptatem sequi nesciunt. more >

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BRAND LAUNCH - DISTRIBUTION

MERCHANDISING

BRAND LAUNCH - MERCHANDISING

MOLOTOW is dedicated to providing not only advanced and dependable

paint technologies, but fun and useful items an artist will always need...

t-shirts and backpacks. (not limited to)

BRAND LAUNCH - FINAL THOUGHTS

FINAL THOUGHTS Course In Review I can’t even begin to express how these last 12 months have impacted my life. I knew coming into this that I would learn a lot, otherwise I

wouldn’t have done it. This is my first attempt at an online course, so this started out being very foreign to me in that regard. Everything was easy

to follow and knowing first hand how complicated and intense a branding process can be, it was important that the course reflected that.

My expectations were high for this program and I must admit that they

were blown away. I’ve learned more than I could have ever anticipated and I truly believe that this will help me further my career. Being a

designer is great. I love it. I am good at it. But having a more... intellectual basis for my design work and a real understanding on the importance of

a strong brand takes my simple designs skills to an entirely different level. This course stressed me out and frustrated me to the point that I wasn’t sure I would be able to finish. With a full-time design job on top of the

work, it really tested my patience and organizational ability more than

anything I have ever taken part in. For that, I am forever grateful to the educators in this program, and my classmates that were equally as

helpful throughout the year. I am so glad I chose the be part of this and will never forget it.

- Donald Jorgensen

BRAND LAUNCH - REFERENCES

REFERENCES Crawford, T. (2010). Legal guide for the visual artist.

All non-original images in this proposal have been purchased

Chung, S. (2009). An Art of Resistance: From the Street

on license through Shutterstock.com. Upon acceptance of this

from ERIC database.

Donald Jorgensen, in the amount of $709.00 for the purchase of a

to the Classroom. Art Education, 62(4), 25-32. Retrieved (2008). Cheap Tricks. Fitness Business Pro, 24(10), 3237. Retrieved from Business Source Premier database. Wheeler, A. (2009). Designing Brand Identity: An

Essential Guide for the Whole Branding Team, 3rd Edition, 3rd Edition. Wiley Custom Select

Notarantonio, E., & Quigley, C. (2009). The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration. Journal of Promotion

proposal, the client (MOLOTOW) must re-emburse the designer,

3 month download license. In doing so the client is allowed further use of these images.

Shutterstock ID #4589719 Shutterstock ID #12760780 Shutterstock ID #16976098 Shutterstock ID #29761327 Shutterstock ID #69076672

Management.

Shutterstock ID #9299326

Felton, G. (2006) Advertising, Concept and Copy,

Shutterstock ID #45041050

Second Edition. New York: W.W. Norton & Company, Inc.

Shutterstock ID #55114741 Shutterstock ID #56376505 Shutterstock ID #70247662 Shutterstock ID #73539142 Shutterstock ID #70247635 Shutterstock ID #39168628 Shutterstock ID #2598286 Shutterstock ID #13273135 46