the brand book.
To be used by Escapology stores or franchises for inspiration and knowledge of Escapology’s brand ethos.
mission statement.
1
mission:
Escapology is committed to being the best ‘coffice’ for the digital nomad to work in. Offering tools to decrease interruptions, escapology aims to increase creativity and productivity by taking the mind to an unknown place.
vision:
To be the leading, global ‘coffice’ chain for the digital nomad.
2
marketing plan. Being a new start up brand, Escapology prides itself on its core values. This wheel (opposite) should be at the forefont of ideas and training for the store. Escapology is very consumer focussed and everything that is set up in the store is for the consumers benefit - who can be defined as the digital nomad. From the statistic that, ‘Every UK worker is now interrupted approximately every 3 minutes’, Escapology’s main aim is to be a place that provides tools for these consumers to be motivated and productive. The marketing for this is as follows: Price: The price to enter Escapology is 8p a minute making it £4.80 per hour. Within in this should include free standard tea and coffee and free Wi-fi. Other products such as specialist drinks or food will have to be purchased. Promotion: In order to first create brand awareness a collaboration and event with The School of Life will be used (see communications) - after this collaboration, further promotions will be used around different topics such as wellness, motivaiton and productivity. Product: Products sold within the store can be seen on the menu. Escapology also has an app which is used to enhance the in-store experience - used as a tool for productivity. Escapology will also offer stationary instore as well as technology such as printers, cameras and 3D printers. Place: Products will be placed within the stores on busy highstreets near places of work. The app will be able to be used when not in the store but when using in-store will provide the consumer with a better experience.
“A good reputation, trust and respect, there we have the basics of a strong brand.� (Bergstrom, 2008)
branding.
3
At Escapology, it is important that branding is noticed and recognisable. The main logo is neutral and can be used against many different backgrounds and products, although various versions can also be seen opposite. To visualise the theme of escapism and taking the customers mind to an unknown place, colourful and distorted art work has been created and can be seen in many different coloured versions - but keeping a recognisable patten.
logo.
artwork.
These can all be used within branding and posters to help make the brand recognisable. They can be altered in opacity when needed, and all artwork should stick to the colour palette for Escapology.
logo in contexts.
In order to aid customers productivity, every Escapology store will have an installation room for a relaxing environment to escape to. The theme of the room will change frequently with collaborations from different artists whose work offers a distorted take on colour and feeling. This is a mock-up of the installation space that can be personalised in different locations.
instore environments.
The store mock-ups (opposite) display a design for Escapology’s space, giving an idea of what the store design should look like. The store should be predominantly white but with flashes of colour like the artwork for Escapology. The colours should be considered and decided by what type of space it is. For example, blue promotes calm and clear creative thinking, Red enhances energy and feelings of strength and yellow makes people feel clear headed - good for decision making. Therefore, these should be used differently in different activity rooms. Rooms and spaces should include meeting rooms, solo pods, creative room and technology room. The images above provide inspiration for how the store could be used before ejecting colour. The walls of the space should also be used for inspirational quotes.
communications.
4
‘GOOD INTERRUPTIONS’’ The communication of Escapology and the route to the consumer is promoted by using the main concept of Escapology - to promote ‘good interruptions’. This idea has come from the statistic of a worker being interrupted every three minutes and therefore Escapology strives to be a brand that helps their consumer get away from this. The aim for brand awareness and authentic communications is through word-of-mouth advertising. Through a unique service and a niche consumer, Escapology believes that a buzz will be created and will bring more business to the store using the most powerful tool. In order for this to be successful, Escapology will be in collaboration with The School of Life for the first three months of opening a new store. A main launch event will be held with talks from the school of life and press such as the guardian and the Metro would be invited. It is important to understand that when targeting the digital nomad consumer, certain touchpoints should be used to advertise to them at a point in their day when they could do with the Escapology service. One main touchpoint that should be used are train stations. Whilst catching the consumer at the point where they may be thinking about their work, but not able to do any - the promotions for Escapology should trigger a desire to use the service. For the first promotion in an area of a newly opened store. The collaboration with The School of Life will bring an eye-catching approach leaving the digital nomad wanting to know more. The set of three posters are as follows:
touchpoints:
Escappology To enhance the in-store user experience and to make sure customers are loyal to Escapology, an app will be used which has various functions to aid productivity. Still relating to the concept - Escapology offers a good interruption at their own convenience by using it to network, order food or measure social media activity!
Future plans for Escapology include the aim to become a global busines - although research into how to advertise to the cultural consumers and other cultural trends will need to be undertaken before opening. In order to create a new store, branding should be used thoroughly and communications need to target the consumer at their point of need. Escapology is committed to providing a service to digital nomads and believes that from addressing the gap in the market - the brand has a strong concept, branding, and is here to stay.