Next_1_Visual Strategy Guide by Eddie SC Lin

Eddie Lin

Visual Strategy Guides

01 Visual Strategy Guide Eddie Lin

Visual Strategy Guides

Eddie Lin

Visual Strategy Guides

Eddie Lin

Visual Strategy Guides

CONTENTS

01 02 03

NeXT, Inc.

p. 01

History

p. 02

Brand Timeline

p. 04

Past Competitors

p. 06

Adjacent Competitors

p. 08

The new NEXT

p. 10

Before and After

p. 12

New Competitors

p. 16

Personas

p. 18

Resources

p. 30

Visual Strategy Guides

Eddie Lin

" Eddie Lin

IF WE’D GIVEN CUSTOMERS WHAT THEY SAID THEY WANTED, WE’D HAVE BUILT A COMPUTER THEY’D HAVE BEEN HAPPY WITH A YEAR AFTER WE SPOKE TO THEM — NOT SOMETHING THEY’D WANT NOW. NEXT

—Steve Jobs, Founder of NeXT

Visual Strategy Guides

01 NeXT, Inc. A computer company from 1985â&#x20AC;&#x201D;1998.

NeXT (later NeXT Computer and NeXT Software) was an American computer and software company founded in 1985 by Apple Computer co-founder Steve Jobs, based in Redwood City, California, that developed and manufactured a series of computer workstations intended for the higher education and business markets. NeXT was founded by Jobs after he left Apple, along with several co-workers. NeXT introduced the first NeXT Computer in 1988, and the smaller NeXTstation in 1990. The NeXT computers experienced relatively limited sales, with estimates of about 50,000 units shipped in total. Nevertheless, their innovative object-oriented NeXTSTEP operating system and development environment were highly influential.

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BRAND HISTORY

After leaving Apple in 1985, Steve Jobs founded a new company called NeXT, Inc. The NeXT combined powerful hardware and software in ways that had never been done before. In 1990, NeXT unveiled faster workstations running at 25MHz on the Motorola 68040. Affectionately called “the slab,”the NeXTstation had a black and white display while the NeXTstation Color displayed 4,096 colors from a palette of 16 million colors. A new version of the Cube offered a 32-bit true-color display. Spring of 1992 brought about the end of NeXT’s optical disk, but NeXT also introduced upgraded workstations, the NeXTstation Turbo and Turbo Color running at 33MHz. NeXT also began offering a color printer and a standard CD-ROM drive. Foreshadowing its exit from the hardware business, the company announced it had begun working on NeXTstep for Intel. NeXT stopped manufacturing hardware in 1993 to become a software-only vendor, selling NeXTSTEP as a combination operating system and object-oriented development environment. NeXTstep for Intel became a popular product among large companies and especially financial institutions for rapidly developing and deploying custom software. Apple Computer bought NeXT in 1996 after its own efforts to upgrade the Macintosh operating system failed. After the sale, Steve Jobs first began working as an advisor but was later appointed acting-CEO, and then finally CEO of the company. NeXTSTEP lives on as the heart of Mac OS X.

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Eddie Lin

COMPETITORS

CURRENT Current competitors for NEXT are mostly companies that build computer hardware, and some of them involve making software as well.

Microsoft Microsoft is an American multinational technology company with headquarters in Redmond, Washington. It develops, manufactures, licenses, supports and sells computer software, consumer electronics, personal computers.

Dell Dell manufactures, sells, repairs, and supports personal computers, servers, data storage devices, network switches, computer software, computer peripherals, high-definition televisions, cameras, printers.

IBM IBM manufactures and markets computers hardware, middleware and software, and offers hosting and consulting services in areas ranging from mainframe computers to nanotechnology.

Acer Acerâ&#x20AC;&#x2122;s products include desktop PCs, laptop PCs (Which can be further subdivided into clamshell, 2-in-1, convertible and Chromebook), tablets, servers, storage devices, Virtual Reality devices, displays, smartphones and peripherals.

Micro-Star International It designs, develops and provides computer hardware, related products and services, including laptops, desktops, motherboards, graphics cards, All-in-One PCs, servers, industrial computers, PC peripherals, car infotainment products.

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Lenovo Lenovo is a Chinese multinational technology company. It designs, develops, manufactures and sells personal computers, tablet computers, smartphones, workstations, servers, electronic storage devices.

HP It developed and provided a wide variety of hardware components as well as software and related services to consumers, small- and medium-sized businesses and large enterprises, including customers in the government, health and education sectors.

Huawei Huawei focused on manufacturing phone switches, but has since expanded its business to include building telecommunications networks, providing operational and consulting services and equipment to enterprises inside and outside of China, and manufacturing communications devices for the consumer market. Asus The products include desktops, laptops, netbooks, mobile phones, networking equipment, monitors, WIFI routers, projectors, multimedia products, peripherals, wearables, servers, workstations, and tablet PCs.

Toshiba Its diversified products and services include information technology and communications equipment and systems, consumer electronics, household appliances, medical equipment, office equipment, as well as lighting and logistics.

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COMPETITORS

ADJACENT Adjacent competitors for NEXT are not directly making computers. They are mostly making other tech products, such as phones, tablets, or computer chips.

Samsung Samsung has long been a major manufacturer of electronic components such as lithium-ion batteries, semiconductors, chips, flash memory and hard drive devices for clients such as Apple, Sony, HTC and Nokia.

Sony Sony is engaged in business through its four operating components: electronics, motion pictures, music, and financial services.

HTC HTC began as an original design manufacturer and original equipment manufacturer, designing and manufacturing devices such as mobile phones and tablets.

Nokia Nokia is also a major contributor to the mobile telephony industry, and was, for a period, the largest vendor of mobile phones in the world, its dominance also extending into the smartphone industry.

Xiaomi Since the release of its first smartphone in August 2011, Xiaomi has gained market share in mainland China and expanded into developing a wider range of consumer electronics, including a smart home (IoT) device ecosystem.

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Intel It is the worldâ&#x20AC;&#x2122;s second largest and second highest valued semiconductor chip makers and is the inventor of the x86 series of microprocessors, the processors found in most personal computers (PCs).

Mozilla The Mozilla community uses, develops, spreads and supports Mozilla products, thereby promoting exclusively free software and open standards, with only minor exceptions.

AMD AMDâ&#x20AC;&#x2122;s main products include microprocessors, motherboard chipsets, embedded processors and graphics processors for servers, workstations and personal computers, and embedded systems applications.

ATI ATI specialized in the development of graphics processing units and chipsets. It also conducted research and development in-house and outsourced the manufacturing and assembly of its products.

Nvidia It designs graphics processing units (GPUs) for the gaming and professional markets, as well as system on a chip units (SoCs) for the mobile computing and automotive market.

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02 THE NEW NEXT

The old NeXT wanted to design a workstation that is powerful enough to run wet lab simulations and cheap enough for college students to use in their dormitory rooms. Also, the founder, Steve Jobs, aims to stand at the intersection of art and science to design the products. Therefore, our new mission is to develop new techniques to create art, and integrate art into creative education. The rebranding objective is to create a wide range of products and services to encourage people to think out of the box, and have fun with learning new things. The company will also collaborate with various types of educational organizations to develop more possibilities of learning while providing a space for people to show their talents and creativity.

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THE BRAND GRID

Current The old NeXT was a nerdy, techie brand. It was all about computers, engineering, and technology.

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THE BRAND GRID

Future The new NeXT aims to be more collaborative, fun, and practical. Itâ&#x20AC;&#x2122;s about creativity, innovation.

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NEW COMPETITORS

FUTURE, ASPIRATIONAL Our future competitors are mostly online and offline educational organizations. Also, companies that make tools for creating arts are our future competitors as well.

Adobe Adobe has historically focused upon the creation of multimedia and creativity software products, with a more recent foray towards rich Internet application software development.

Autodesk Autodesk makes software for the a.rchitecture, engineering, construction, manufacturing, media, and entertainment industries

Wacom Wacom is a Japanese company headquartered in Kazo, Saitama, Japan, that specializes in graphics tablets and related products.

General Assembly General Assembly is a private, for-profit education organization that maintains campuses in numerous countries throughout the world and teaches entrepreneurs and business professionals practical technology skills. Creative Education Foundation CEF spans a range of fostering creativity and giftedness including dialogue, serious play and training programs, conferences, programs, publications and other services in order to pursue the idea of creativity as human capacity which can be developed and nurtured.

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Udemy Udemy is an online learning platform that focuses on professional adults. It provides a platform for experts of any kind to create courses which can be offered to the public, either at no charge or for a tuition fee.

Coursera Coursera works with universities and other organizations to offer online courses, specializations, and degrees in a variety of subjects, such as engineering, humanities, medicine, biology, social sciences, mathematics, business, computer science, digital marketing, data science, and others. Codecademy Codecademy is an online freemium interactive platform that offers free coding classes in 12 different programming languages. The site also offers a paid â&#x20AC;&#x153;proâ&#x20AC;? option that gives users access to a personalized learning plan, quizzes, realistic projects, and live help from advisors. Alison Alison is an e-learning provider and academy. Its stated objective is to enable people to gain basic education and workplace skills. Contrary to other online courses with close links to American third level institutions, the majority of Alisonâ&#x20AC;&#x2122;s learners are located in the developing world with the fastest growing number of users in India. edX edX is a massive open online course provider. It hosts online university-level courses in a wide range of disciplines to a worldwide student body, including some courses at no charge. It also conducts research into learning based on how people use its platform.

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03 PERSONAS

The main target audience consists of those who want to be better people, who want to grow their abilities and skills, and who will potentially be role models to affect others. Our brand wishes to collaborate with these people to advance their creative thinking, and discover more possibilities of what education can do.

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Elementary School Student

Sean Paek 12, Elementary School Student

Income: $0 Personal Interests: Drawing, Singing Education Level: Elementary School

“Sean is learning everything quickly since he is a curious kid.” “The walls in is room are full of doodles, and his dad is really mad about it.”

“He is still figuring out what does he like, and his parents encourage him to Sean is a kid who is curious about everything try everything.” and keep developing his interests. He is brave and active, and would always like something “He loves doing decorations for the classrooms, and his textbooks, because he new. Our products and services will do our feels achieved when he created something.” best to help him to explore more in this world, “Sean’s mom is an art teacher, and this encourages him to be a creative person.” satisfies his curiosity, and make a joyful student life for him. “He does collages sometimes when he sees some imageries that he likes on newspapers, magazines, etc., and use them and his inspirations.” “He is outgoing and likes talking and making friends with other kids.”

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High School Student

Alex Johnson 17, High School Student

Income: Less than $20,000 Personal Interests: Sculpture, Video Game Education Level: High School Alex is highly interested in Art, and he is learning sculpture by himself. He is applying art school for his college, but he is not sure about what major is better for his career. Our products and services may help him to discover possibilities of sculpture and know more people who share the same interest with him.

“Alex plays video games very often since he enjoys those artworks in the games.” “He does sculpting, and he does want to study art-related major in his college.” “Alex finds 3D Modeling is interesting to him. That related to sculpting and video games, which is what he wants to do.” “He found a lot of sculpting tutorials on Youtube, and those videos inspire him a lot.” “He loves going to art museums, but he finds modern art is more interesting, instead of fine art.” “Alex wants to know more people who share the same interests with him, and ask them for some advice for his college and career.” “He is lazy to do sculpting sometimes because sculpting with clay makes his room and hands dirty.”

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College Student

Juliette Gracia 21, Computer Science Student

Salary: Less than $20,000 Personal Interests: Startup, Networking Education Level: Bachelor’s Degree Juliette is not only an outstanding engineer but also an ambitious entrepreneur. She wants to open a startup after she graduates, so she tries to network with new people. Our products may help her to sharpen her social and problemsolving skills to face all the problems in the future when she operates a company.

“Except engineering, Juliette tries to create artworks with multi-medias, even some experimental creations.” “She is a huge fan of technology, and got excited about all the new tech products.” “Her dream is opening a startup and designing a product that changes the world.” “She has an active lifestyle since she loves meeting new people.” “She has been being nervous about operating a company, and she wants to know more about this.” “She uses Meetup, LinkedIn, and Facebook to attend lots of events, to meet people from the industry.” “She would like to try different things, and learn from people who have different backgrounds.”

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Job Changer

Wendy Won 29, High School Teacher

Salary: $62,475 Personal Interests: Education, Theater Education Level: Master’s Degree Wendy has been teaching in a high school for a few years. She wants to change her job into design field, but she has no background in art and design. Our brand can help her to be a creative thinker and build her design skills.

“Wendy is a good teacher, but she doesn’t seem to be a teacher her future.” “Wendy makes the decoration for the classroom by herself, and she enjoys it.” “She is passionate about design and wants to work in the field.” “Wendy is hesitating if she is creative enough to be a designer since she had no any design or art background.” “She keeps learning new knowledge to make her a learned person, and teach her students the newest things.” “She believes reading can make kids more creative, so she encourages her students to read, even comic books.” “Wendy would like to talk with other teachers, and sharing how they teach art with each other.”

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Parents

Kristal Mosley 33, Actress & Theater Manager

Salary: $55,000 Personal Interests: Performance, Art Show Education Level: Bachelor’s Degree Kristal is an open-minded single mom. She loves the performance, and she also manages a theater. She wants to educate her daughter as a person who with creative thinking. Our brand may provide her our products and services that not only make her kid learns about art, but also let her spend a good time with her daughter.

“Krystal is an outgoing actress and theater manager who loves express her emotions.” “She wants to promote the art of performance because she loves it!” “She seems herself as a creative artist, and she wants her daughter can be as creative as her too.” “She works a lot, and she wants to spend more time with her daughter.” “Krystal is looking for tools that can inspire her daughter since she hopes her kid can be a creative person.” “She takes her daughter to theaters sometimes, so they have fun and enjoy their family time.” “She cares about her kid, and she wants to give her daughter a wonderful childhood.”

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Entrepreneur

Carlos Gonzalez 40, Entrepreneur

Salary: $72,994 Personal Interests: Netflix, Playing Mobile Game Education Level: Master’s Degree

“Carlos has been working as a project manager for ten years, and he feels struggled.” “He tries to make his team more cohesive, but he doesn’t know how.”

“He wishes he can be more creative so that he can manage more important Carlos is an entrepreneur in a tech company projects in the company.” in Silicon Valley. To make his team more efficient and productive, he’s been always looking “He cares about new technologies, and he goes conferences to know more about new techniques. That helps him to find more inspirations.” to improve his management skills. Our brand can help him to know more problem-solving “Carlos is very busy with his work; he barely has time to enjoy his life.” skills, team leading and building their product “He uses his smart devices in his leisure time since he likes streaming movies on prototype to make his career better. Netflix, and playing some mobile games.” “He wants to lead his team to approach more problems with greater imagination.”

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GR 604 // Nature ofVisual Identity Strategy Guides

NeXT, Inc.

Eddie LinEddie // 04112912 Lin

Retired Mom

Amy Chang 60, Retired Mom

Salary: $50,563 Personal Interests: Growing Plants, Tea Education Level: Bachelor’s Degree Amy is retired after working 40 years. Now she enjoys her slow-pace lifestyle with growing plants and drinking afternoon tea with her friends. She rarely uses tech products and she find learning how to use them is very difficult to her.

“She finds learning new tech products is very difficult to her.” “She thinks computers and smartphones hurt her eyes.” “She grows some plants in her gardens.” “Sometimes she makes salads with the ingredients that she grows.” “She is a tea lover.” “She enjoys her slow-pace lifestyle.” “Amy is planning to move to the countryside in a few years.”

Eddie Lin Lin // 04112912 Eddie

NeXT, Inc.

604 // Nature of Identity Visual StrategyGR Guides

Middle-aged Conservative Man

David Smith 38, Civil Servant

Salary: $71,591 Personal Interests: Reading, Writing Education Level: Bachelor’s Degree David is an oldie who loves reading physical books; he also enjoys writing. He hates all the internet of things. He wishes he could’ve lived in 60’s.

“David feels panic once he opens any social media.” “He dislikes all the internet of things.” “He loves reading physical books, but bookstores are disappearing today.” “He is an amateur writer when he is not working.” “He is a big fan of Bob Dylan.” “He wished he could’ve lived in 60’s.” “He is not socialized.”

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IF IT WASN’T FOR THE NEXT COMPUTER BACK IN 1988, YOU MAY NOT HAVE YOUR ANGRY BIRDS TODAY. —Marcel Brown, Editor of This Day in Tech History.

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RESOURCES

BRAND INTRODUCTION

https://www.wikipedia.org

Contents & Photography

https://maas.museum/event/interface/object/next-computer-central-processing-unit/index.html https://www.pinterest.com/pin/59743132530465012/

BRAND HISTORY

https://www.wikipedia.org

Contents & Photography

https://www.pinterest.com/kaniza/next/?lp=true http://archdezart.com/?password-protected=login&redirect_to=http%3A%2F%2Farchdezart. com%2F2011%2F10%2F06%2Fin-memory-of-apple-co-founder-steve-jobs%2F http://toastytech.com/guis/ns33.html http://old-computers.com/museum/computer.asp?c=277 http://www.indiatimes.com/culture/who-we-are/9-things-steve-jobs-taught-us-about-giving-the-perfectpresentation-272200.html

COMPETITORS

https://www.wikipedia.org

Contents & Photography

THE NEW NEXT

http://thisdayintechhistory.com/10/12/steve-jobs-next-computer/

Photography

http://www.bekia.es/celebrities/fotos/galerias/steve-jobs-vida-imagenes/steve-jobs-1991-fundador-next/

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THE BRAND GRID

https://www.attn.com/stories/2875/bottled-water-hot-car-safe

Photography

http://www.naturephoto-cz.com/domestic-pigeon-photo-20673.html

https://www.komando.com/columns/352106/one-free-step-to-make-an-aging-computer-run-like-new/all http://www.floormatcompany.com/floor-mats-on-sale/coin-grip-metallic-rolled-pvc-flooring.html http://mmmmargot.blogspot.com/2012/11/ https://www.flemarie.fr/blog/tag/chaise-a-bras/ https://www.theodysseyonline.com/8-reasons-why-studying-in-your-room-is-better-than-the-library https://www.pinterest.com/pin/538109855452782802/ http://recipeler.com/watermelon+smoothie+recipe.html http://www.shippingcontainerconversions.com.au/portfolio/container-conversions-inspiration/ http://kepek.4ever.eu/allatok/madarak/ara-papagaj-245023 https://www.alibaba.com/product-detail/massage-bean-bag-chairs-bulk-bean_60244809710.html http://www.huckmagazine.com/art-and-culture/capturing-death-brooklyn-hipster/ https://www.freitag.ch http://stacyjuba.com/blog/2011/06/07/interview-with-shawn-bakken-of-beauty-and-the-geek/

PERSONA

http://dlrsummit.com/making-count-tips-tricks-conference/

Photography

http://www.bizpacreview.com/2017/05/09/asap-612-77-blackbirths-to-single-moms-49-for-hispanic-immigrantsarticle-487728/ single-mom-black-hispanic-illegal-immigrants-statistics http://kstf.org/article/stepping-outside-the-four-walls-of-my-classroom-stepping-outside-of-myself-andmy-unwarranted-labels/ https://novakdjokovicfoundation.org/interesting-facts-about-japanese-school-system/ http://www.uab.edu/cas/home/student-resources/cool-classes https://www.americanprogress.org/issues/race/reports/2013/11/07/79167/ fact-sheet-the-state-of-latinas-in-the-united-states/ https://www.americanprogress.org/issues/race/reports/2013/11/07/79167/ fact-sheet-the-state-of-latinas-in-the-united-states/ https://daviddhovey.com/2010/12/12/back-in-black/ http://www.bekia.es/celebrities/fotos/galerias/steve-jobs-vida-imagenes/steve-jobs-1991-fundador-next/

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Eddie Lin

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Eddie Lin