MySpace Project Book Final by Terri Garofalo

Rebrand • Restructure • Revitalize

Table of Contents

2â&#x20AC;&#x201A; MySpace Project Book

Saving MySpace...........................................................................................................................6

Thesis Abstract.......................................................................................................................... 10 Conclusion.................................................................................................................................. 12 References................................................................................................................................... 14 Client Brief................................................................................................................................... 16 SWOT............................................................................................................................................ 18 SWOT Mood Board................................................................................................................... 20 Creative Brief.............................................................................................................................. 22 Demographics/Scope............................................................................................................. 24

MySpace Project Bookâ&#x20AC;&#x201A;

Table of Contents

The Process Logo Sketches.................................................................................................................. 36 Logo Iterations................................................................................................................. 38 Website Sitemap.............................................................................................................................. 40 Wireframe Studies.......................................................................................................... 42 Homepage Iterations.................................................................................................... 44 Motion Graphics Storyboard Sketches..................................................................................................... 46 Storyboard........................................................................................................................ 48 Social Media............................................................................................................................... 50 Guerilla......................................................................................................................................... 52 Print Advertising....................................................................................................................... 54

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Print Advertising....................................................................................................................... 70 Interactive................................................................................................................................... 72 Motion Graphics....................................................................................................................... 74 Stationery.................................................................................................................................... 76

Logo and Tagline...................................................................................................................... 80 Website........................................................................................................................................ 82 Print Advertising........................................................................................................................ 86 Newsprint.......................................................................................................................... 88 Direct Mail................................................................................................................................... 90 Billboard...................................................................................................................................... 92 Transit........................................................................................................................................... 94 Motion Graphics....................................................................................................................... 96 Web Advertising.....................................................................................................................100 Mobile Applications..............................................................................................................102 Auto/Guerilla............................................................................................................................104 Promotional Swag..................................................................................................................106 Conclusion................................................................................................................................108 References.................................................................................................................................110

MySpace Project Bookâ&#x20AC;&#x201A;

Overview - Saving MySpace Terri J. Garofalo Designer, Thinker.

Personally, I enjoy the freedom of customization of MySpace verses some of the other social sites. Unfortunately, since News Corporation acquired it in 2010, the platform has become primarily advertisement driven losing much of its charm. Facebook was waiting in the wings to scoop up dissatisfied â&#x20AC;&#x153;MySpacers.â&#x20AC;? It has since rocketed to the top of the social rankings. Twitter has followed suit. In an effort to salvage the waning network, News Corporation rebranded creating a focus mainly around music and entertainment. This Social media offers business a personal connection to the audience. narrowed the market reach, effectively closing off the average users. Never before have we been able to MySpace has since been sold to communicate one-on-one with the target audience and really know them. Specific Media, LLC. It remains to be seen where they will take it. I believe Marketing has the opportunity to the platform can expand beyond what humanize and shed the hard sell. Companies that do not will find it dif- it is to become a force as a social hub ficult to gain consumer trust. We must that ties all platforms into one unit for effective message delivery. befriend our target audience or risk The ability to customize a page pushing them away. lends it to branding for personal or Platforms such as MySpace, Facebook and Twitter are opening us up to business, which makes MySpace the perfect landing page for social improved ways to sending our meswebsite integration. sage into cyberspace.

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• Rebrand

Shift the focus of MySpace to a platform designed for unlimited self-expression through the functionality already present.

• Restructure

Build the website into an easily navigable format. Segregate the content into appropriate portals to allow specific audiences to be targeted for advertising purposes.

• Revitalize

Create new marketing opportunities through expansion, beginning with WorxSpace, a network for professionals and business.

MySpace Project Book

Research The Analysis

Now, more than ever, design relies on research. Effective work can only be produced when the artist understands the client, the competition and the market climate. The deeper the exploration, the greater the understanding, the deeper

8â&#x20AC;&#x201A; MySpace Project Book

the understanding, the more accurate and effectual the solution will be. Clients depend on designers to create work that will establish or reinforce a brand that will in turn make a difference in the world.

MySpace Project Book

Research - abstract “ The proposed campaign analyzes why MySpace usage has declined and how it needs to adapt to the changing social media landscape to become competitive once more.”

MySpace was the premiere social network from 2006 – 2008. As Facebook and Twitter gained popularity, MySpace has seen a steady decline in users through 2011, in spite of an attempt at rebranding in 2010. The proposed campaign analyzes why MySpace usage has declined and how it needs to adapt to the changing social media landscape to become competitive once more. Generating revenue is an ongoing problem with social networks. It is difficult to differentiate user demographics. Advertisers are reluctant to purchase ad space without defined target markets.

“The benefits of page customization are unique to MySpace.”

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This project proposes a restructure of the website for easy navigation to encourage usability and traffic. Rebranding MySpace as a parent for subsidiary brands is intended to open new marketing opportunities for advertisers, as well as simplifying the arrangement of website content. The benefits of page customization are unique to MySpace. Opportunities for personal and corporate branding will be explored for opening a new market with professionals and businesses. Those who participate in social media campaigns need to be able to send content out to a variety of networks efficiently. MySpace is able

to serve as a branded platform, where the operator can link to other networks, post once and save time. The page customization abilities allow for more interactive content and design tailored to brand specifications. MySpace therefore can serve as a hub for social campaign updates. Social media sites rarely advertise. MySpace is no exception. An advertising campaign is outlined to create brand awareness and promote the benefits of MySpace customization capabilities. A social media campaign to reach users is a logical direction. Additionally, advertising is proposed outside the world of web, and is

intended to target potential users in new ways, therefore ingraining the brand image more securely for a solid presence in the social industry. This rebranding of MySpace coupled with the website restructure and advertising campaign, can reverse the diminishing usage by attracting new consumers. Splitting the brand into separate markets gives advertisers target audiences to pursue. Therefore, an increase in revenue is inevitable. On the whole, MySpace is slated to resumé a prime position in the social media marketplace.

“Opportunities for personal and corporate branding will be explored for opening a new market with professionals and businesses.”

MySpace Project Book

Research - Conclusion Many feel little can be done to bring MySpace back to its former glory. However, this project demonstrates the viability of the platform and how its features and benefits can be utilized to draw new users as well as expand to its social media base into new markets.

MySpace is at a critical juncture now. The rebranding in 2010 has not significantly increased users, advertising or profits. It has been determined the website is overwhelming and confusing to the visitor. Multiple ads on the landing page turn visitors away with no benefit to the advertiser. Simplifying the navigation and the content will invite users to stay on the site and explore, increasing the likelihood of exposure to advertising. Splitting off mini-brands will provide structure to the content, open up target audiences for advertisers, and create new market opportunities for the main brand. MySpace becomes an expandable commodity without limitations.

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The audience needs to understand the benefits of MySpace customization for self-expression, personal and corporate branding. Essentially MySpace is selling self-expression or personal branding. The focus of this campaign is to educate the potential user about the capabilities, and how to use MySpace as an integral and efficient part of a social networking system for personal or business. The company has invested little money in advertising outside of the Web and in general. The final key to solving the problem is an advertising campaign that extends beyond Internet ads and into the street to create tangibility of the product. Print and

transit advertising will meet the consumers “offline” serving as a reminder and an educational vehicle expressing the benefits of a MySpace Page, its customization capabilities and how to utilize these. The on-thestreet guerilla promotion encourages direct connection with the brand, which will open user curiosity. The media will extend the reach with coverage of the event. The goal is to reach potential users outside of the enclosed space of the Internet. Splitting off the brand into MusicSpace, WorxSpace, YourSpace, GameSpace, and PopSpace, etc. allows segregation of markets and aids the simplification of the website structure.

The landing page then becomes a portal to each offshoot. This creates specific target markets to entice advertisers to campaign with MySpace. Collectively, the project components will increase MySpace visitors, invite new users, encourage advertising, and therefore, revenue. Creating a purpose for MySpace as a hub for social media will open the opportunity for it to be a power player in the social media market once again. The mini-brands will enjoy exclusive identities and will no longer be lost in a sea of unrelated content. Effectively, MySpace could become the first social network to enjoy a viable revenue source.

Finding the strengths inherent in MySpace will enable a campaign to be built that will effectively give the platform value to the consumer once more.

MySpace Project Book

Research - References B&T Magazine (November 2010). MySpace Rebrands to Win Back Users. B&T Magazine, Reed Business Information Australia, Ltd., a division of Reed Elsevier, Inc. Retrieved March 11, 2011, From EBSCO. Bosworth, Martin H. (2005, April 8). What’s Inside MySpace.com? - Murdoch’s Latest Media Marvel May Be His Biggest Yet. Consumer Affairs. http://www.consumeraffairs.com/news04/2006/03/myspace_inside.html Corbin, Kenneth. (2008, July 25). Microsoft Searches for Revenue With Facebook. Internet News. http://www.internetnews.com/ec-news/article.php/3761386/ Corbin, Kenneth. (2008, May 20) Rethinking Social Networking. Internet News. http://www.internetnews.com/bus-news/article.php/3748201/Rethinking+Social+Networking.htm Eastern New Mexico University – Roswell. (March 8, 2011). Social Media Poll Results. http://www.roswell. enmu.edu/component/poll/14-preferred-social-media-poll Garofalo, Terri. (2011, April). MySpace mini-survey - what you like about it and how do you use it? http://www.myspace.com/terrijgarofalo Hansell, Saul. (2006, April 23). For Myspace, Making Friends Was Easy. Big Profit is Tougher. New York Times. http://www.nytimes.com/2006/04/23/business/yourmoney/23myspace.html Hynes, Niki. (2008, February 15). Color and meaning in corporate logos: An empirical study. Journal of Brand Management. Palgrave Macmillan, Ltd. Retrieved May 8, 2011 from EBSCO. Krug, Steve. (2000). Don’t Make Me Think. New Riders Publishing, Indianapolis, IN. Layton, Julia, and Patrick Brothers. (2011, March 11). “How MySpace Works” 29 August 2007. HowStuffWorks.com. http://computer.howstuffworks.com/internet/social-networking/networks/myspace.htm

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Lee, Edmund. (2011, February 27). For Facebook’s Top Ad Exec, ‘People Are the Operating System’ AdAge Digital. http://adage.com/article/digital/facebook-s-top-ad-exec-brand-building/149072/ Madden, Hewett, & Roth. (2000) Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences. Journal of International Marketing. Vol. 8, Issue 4. p90-107. McGirt, Ellen. (2008). MySpace: The Sequel. Fast Company, 10859241, Sep2008, Issue 128. Mansueto Ventures LLC. Retrieved March 11, 2011, from EBSCO, Business Source Premier. MySpace Video. (2010, October 27). MySpace Logo. YouTube. http://www.youtube.com/user/TheOfficial MySpace?blend=4&ob=5#p/u/34/-1g7vY7vFWQ MySpace Video. (2010, December 15). MySpace Q&A #1. YouTube. http://www.youtube.com/user/TheOffi cialMySpace?blend=4&ob=5#p/u/29/6kv-qtZ0uQw Pantone Color Think Tank. (2011). How Does Color Affect Us? http://www.pantone.com/pages/pantone/ Pantone.aspx?pg=19382&ca=29 Random History. (2008, August 4). “A Place for Friends” - A History of MySpace. Random History. http://www.randomhistory.com/2008/08/14_myspace.html Ries, Al & Trout, Jack. (1986), Positioning, The Battle for Your Mind. Warner Books, New York. Rushe, Dominic. How Twitter has become the people’s voice on the eve of its fifth birthday. Guardian. co.uk/The Observer. Retrieved March, 15, 2011 from EBSCO.

MySpace Project Book

Research -Client Brief Social media has become a integral part of our lives. It represents connection to each other and the world.

Client

MySpace is a social networking website where people can connect to friends, family and entertainment. The site provides people with a customizable “space” for personal content and a platform to connect with others

within the network for communication. It was launched in 2003. The head quarters is in Beverly Hills, CA. It was recently acquired from News Corp. Digital Media by Specific Media .

2006

The top social networking site in 2006.

2008

2010

Facebook overtakes MySpace 2008.

Re-branded in October of 2010. Sustained heavy losses in the last quarter of 2010.

2011

Currently third behind Facebook and Twitter.

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Tenets

Targets

MySpace is about connecting with others, in a unique individual way for entertainment and self-expression.

• New users, young adult - sixty-five • Professionals and business

• Connect • Personalize • Entertain Objective Rejuvenation/rebranding of MySpace is warranted. The objective is to increase new users and return the site to a better performer in the social media market.

MySpace Project Book

Research -Swot Strengths

Weaknesses

Creative

Chaotic

• Unlimited Customization • Total Self-Expression

• Excess Advertising • Cluttered Environment • Overshadowed by Music • Uninviting to Users

Connectivity

Lost Focus

• Blog • Video • Chat • Mobile • Social feeds

• Social Media Identity Unclear • Lack of Direction

Content

Public Opinion

• News • Music • Entertainment

• MySpace Considered “Old News” • For Teenagers Only • Negative Press From Cyber-bullying

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Opportunities

Threats

Personalize

Competitors

• Unlimited Customization of Pages • Personal Branding

• Facebook • Twitter • LinkedIn • Google

Multi Media

Technology

• Audio • Video • Blog • Chat

• Other Platforms Offering New Capabilities • Social Media is Currently a Chameleon of change

There is risk in not rebranding, as social media is growing in many directions. New platforms are arising. MySpace needs to become innovative. MySpace offers infinite Self-Expression by allowing users greater flexibility to tailor pages to their needs.

Connection • Communicates with most Social Media Feeds • Acts as Branded Hub for Social Marketing

MySpace Project Book

Research -Swot Moodboard STRENGTHS MySpace has a wealth of customization capabilities, which are unique to the platform. It is full of interesting content such as current news, music and entertainment.

Opportunity exists to revitalize the platform by taking advantage of capabilities intrinsic to MySpace, which are absent in other social media.

OPPORTUNITIES

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WEAKNESSES MySpace has become a chaotic environment of content and advertising. Users have drifted to alternative platforms, which are more organized and less intrusive.

Facebook and Twitter have eaten into a lionâ&#x20AC;&#x2122;s share once owned by MySpace. Other platforms are gaining ground.

THREATS

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Research - CREATIVE BRIEF Synopsis

USP = unique selling proposition

MySpace is a social networking platform where people can connect with friends, family, business associates and entertainers. It provides individuals or organizations with a personal page where multi-media content can be added at user discretion. MySpace also offers music and entertainment news and content. While MySpace Music has been reasonably successful recently, users and traffic have dropped steadily since 2008.

MySpace is the only social network that offers complete customization of the page design with multiple media applications for photos, video, music, chat, and a blog.

Goal = Revitalize The primary goal is to revitalize MySpace as an elite social platform enticing new users and advertisers.

Target = People The target is split into two factions: 1. Users 16-35 who participate in social media for enjoyment and online presence. 2. Professionals 25+ who want to self-brand, promote business, and establish a social media presence.

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Big Idea = Vision Board More than a social network, MySpace is the home where you keep your personal belongings, where you decorate, entertain, and express yourself. MySpace is where dreams are actualized. It’s the vision board of social pages.

Vision = Choice The optimal vision is for MySpace to become the people’s choice for social network presence. MySpace will provide people with the freedom to choose options and transform their social world into exactly what they want.

Taglines Explore Expression Flashpoint of Creation Create Infinity Live Out Loud

Infinite Potential

MySpace Project Book

Research - Demographics More people are developing online resumĂŠs to enhance their professional careers. There is an opportunity for MySpace to tap into this market.

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Average Users

Professionals

A social media aficionado 18-55, who wants to connect with family and friends. They have a desire to create a personal space identifying their unique persona. They shop at the Gap, Old Navy, LL Bean or Saks Fifth Avenue and are passionate at the image they choose to portray. At some point they have read Martha Stewart Living, Architectural Digest, Rachael Ray, Mad Magazine, or some publication promoting a definitive design style that appeals to them. They spend a few hours a day checking e-mail, ranting about a day wasted at work when it is great beach weather. Today they are uploading the video they took of the cat brutalizing the dog, with apologies to the dog community as cats are just that way… They come from a range of ethnographic backgrounds, a variety of ages and occupations.

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” — Peter F. Drucker

A professional 25-70 who desires to brand themselves with a definitive look. They use multiple media to market themselves, and love to talk shop on their own blog. Well versed in networking and social media, they have cast their net over the web. They keep a close eye on the market even on vacation in the Tuscan sun. On the tennis court their serve is deadly.

MySpace Project Book

Creative Development The Process

Competition............................................................................................................................... 28 Design Research Mood Boards.................................................................................................................... 30 Color Palette..................................................................................................................... 32 Typography....................................................................................................................... 34 The Process Logo Sketches.................................................................................................................. 36 Logo Iterations................................................................................................................. 38 Website Sitemap.............................................................................................................................. 40 Wireframe Studies.......................................................................................................... 42 Homepage Iterations.................................................................................................... 44 Motion Graphics Storyboard Sketches..................................................................................................... 46 Design is an organic process born of iteration. The more opportunities explored, the more likely the “big idea” will evolve from the process. There are no rules or prescribed methods to creating. Ideas come from somewhere indefinable. One never knows when or how it will manifest.

26 MySpace Project Book

While this may seem mysterious, it becomes logical when you approach development with a trial and error methodology. Sketching opens the mind so that it can bring forth the best concepts.

MySpace Project Book

Creative Development Research As much as you understand the client, you have to know the competition.

The key to developing this campaign is research. MySpace is at a critical point. It has been losing ground after toppling from the number one position. Discovering why was imperative. Facebook and Twitter are the main threats. The megalithic Google is also vying for social market share. Other platforms are in the wings waiting to overtake MySpace. Why did MySpace falter? What gives Facebook the edge over MySpace? How can MySpace differentiate itself from the main contenders? Much of the blame is placed on the rampant advertising. The site has also become confusing and cumbersome. Discouraged users have turned to the simpler Facebook and Twitter.

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Top competitors all use a form of blue.

Competition Twitter Poll People on Twitter were asked “How many people still use myspace? What social media do you prefer? If so, why?” • I still have account but haven’t been to it in awhile. I use Twitter more than FB now. – MR • I don’t use it anymore. It feels a little impersonal and I prefer twitter. It makes it easier to connect with people. – EG • I started w/MySpace but haven’t in forever. I use Twitter to keep up w/celeb stuff & use facebook for friend updates. – JL • I abandonded MySpace 2 years ago when all my friends defected to Facebook and Twitter. It’s a ghost town. – Rev K • ...and quite awful now! QUITE! I soooo miss the OLD MySpace. That was my home! Not FB! – CJO • MySpace is starting to remind me of a Twilight Zone Episode where a guy goes into a bank vault and then comes out a little while later only to discover that everyone else has gone away and he is absolutely alone. –MM

LinkedIn holds the professional social market share, but is awkward to use. There is an opportunity to tap this market.

MySpace Project Book

Creative Development Mood Board Studies Creative self-expression holds at its heart the emotions of joy, exuberance, and exploration.

Color Study of moods, tones, and imagery.

Creative Potential Palette Template Mood Board exhibits a vibrant, expressive theme.

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Competition

Professional and corporate advertising often uses power colors such as dark blue, grey or black. Having alternative palettes can be helpful in broadening the target market.

Neutral Palette Template Mood Board suitable for corporate marketing pursuits.

Competition Template Mood Board mimics the blue color schemes of other social media. MySpace Project Bookâ&#x20AC;&#x201A;

Creative Development Color There is meaning attached to colors across the myriad of cultures in the world. A global Internet website such as MySpace needs to beware of negative connotations associated with logo color choice.

Current Logo

Facebook Logo

PMS DS-73-2

PMS 269-1 YouTube Logo

Black - Neutral West: Power, Elegance, Prosperity, Edgy, Evil, Death, Mourning China: for Young Boys. Thailand: Bad Luck Tibet: Evil Egypt: Rebirth Iran: Mourning

Red - Primary West: Danger, Passion, Love, Anger, Exuberance, In China: Prosperity, Happiness East: Worn by Brides Russia: Communism Egypt: Luck Iran: Good Fortune

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Blue - Primary - safest color, least offensive internationally. West: Trustworthy, Conservative, Calm, Friendly, Relaxed, Sadness China: Immortality India: Krishna Iran: Heaven

Green - Secondary - second safest color internationally West: Money, Environment, Growth, Spring, Creativity, Army China: Exorcism, Infidelity India: Islam Japan: Life, High-Tech Egypt: Fertility Indonesia: Forbidden Color

Orange - Secondary West: Energetic, Harvest, Halloween, Creative India: Holy Ireland: Protestant Religion

Desigin Research Logo Colors

Campaign Colors

Both the logo colors and campaign colors are chosen to reflect an exuberant, creative spirit. A full spectrum dilutes any international color issues by taking the focus off individual tints. The spectrum reflects the idea of choice and individual expression. PMS Hexachrome Blue

PMS Yellow 3 PMS DS-332-9 PMS DS-164-3

Yellow - Primary West: Hope, Happiness, Cowardice, Weakness China: Royalty, Nourishing India: Commerce Japan: Courage Egypt: Mourning Mexico: Mourning

Purple - Secondary West: Royalty, Wealth, Creativity China: Nobility India: Reincarnation Thailand: Mourning Brazil: Mourning

Grey - Neutral West: Conservative, Modern, Formal, Plain, Professional, Sophisticated New Guinea: Mourning

PMS DS-270-2

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Creative Development Typography A typeface needs to reflect the campaign promise, infinite potential. Branding MySpace as a creative, unique platform for self-expression is built from the logotype, to website, to advertising, to giveaway pen. The foundation is the font. In order to leave room for expansion into the professionals market, the font must be sophisticated.

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Design Research Meta OT Regular Modern, Sophisticated, Artistic Elegant tail on the decenders. The Y is especially beautiful with the curve. This is an integral letter which will dictate the logo design. Well formed “m” looks almost condensed, giving it height. Suggestion of a serif takes away severity common with san serif fonts, making it distinctive.

MySpace myspace MYSPACE

MySpace Project Book

Creative Development Logo The idea of infinite potential became the central motivation behind the design of a new logo for MySpace. The infinity symbol appeared in the sketches early on. It was here the main idea for the campaign evolved.

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The Process

MySpace Project Bookâ&#x20AC;&#x201A;

Creative Development Logo Iterations

MySpace

Myspace 38â&#x20AC;&#x201A; MySpace Project Book

The Process

The process of the logo design led to the final tagline, Infinite Potential. Design is organic, in that as one part evolves, others grow from the initial idea seed. No amount of planning can assure the outcome. Often it is different than the intention, and always, it is better.

MySpace Project Bookâ&#x20AC;&#x201A;

Creative Development Site Map “What’s the most important thing I should do if I want to make sure my website is easy to use?... Don’t make me Think!” –Steve Krug

MySpace is an enormous website filled with content, personal profiles, information, and functions. This site map strives toward organization and navigation ease. The easier it is for the user to maneuver, the more likely he or she will continue to use MySpace.

Tiers 0

sync

facebook

twitter

40 MySpace Project Book

YouTube LinkedIn Mobile

help

Website

about

explore

your space

worx space

music space

video space

game space

corporate

trending

profiles

business profiles

Music profiles

my videos

games

mission

top picks

events

business news

artists

top music Videos

charts

video index

FAQs events privacy policy

threads

inbox

privacy settings

shop space

pop space

news space

store

cheats

celebrity profiles

local news

cart

downloads

Entertainment News

national

international

movies comedy

sent mail

forum saved mail

learn more how to

pressroom

music videos events

page building

advertisers

new releases

compose

safety tips

site map

Personal Page

hot news space

how to use WorxSpace themes/layouts tutorials advanced tutorials

Address Book

music store

find friends Friend Requests mobile IM

MySpace Project Bookâ&#x20AC;&#x201A;

Creative Development -W Wireframe Sketches Sketching is a quick way of formulating ideas. Drawing in succession allows ideas to flow and new ones to form. With each iteration the concept is refined.

Website design needs to be inviting to the user. For MySpace, it was important to keep it simple, yet interesting. Content needs to be displayed, but not to the point where it becomes overwhelming. The home page must invite new users to sign up or surf the many faces of MySpace.

Letâ&#x20AC;&#x2122;s use infinity logo mark as a graphic element.

Too Google...

Too prosaic

42â&#x20AC;&#x201A; MySpace Project Book

Website

Infinity image stock photography reflects tagline, “Infinite Potential.”

Navigation bar with this header works.

Path of content leading to further exploration of website? ...Too far below the “fold.”

MySpace Project Book

Creative Development -W The web ever weaves new technology...

Explore

YourSpace

WorxSpace

Home Page Iterations

MusicSpace

VideoSpace

GameSpace

Hot News

ShopSpace

Express your utmost potential as you network with friends, family and colleagues. Customize your page and show every facet of your talents in multiple media. Explore the world of MySpace. Sync with the social world across most platforms. And, go mobile! Enjoy infinite potential. About

Help

explore

Explore

YourSpace

WorxSpace

MusicSpace

VideoSpace

GameSpace

Hot News

ShopSpace

About

Help

Corporate

Advertisers

Site Map

Safety Tips

Mobile

Sync

Learn More

Pressroom

Tutorials

Privacy Settings

Report Abuse

Page Building

The problem is how to marry the content with the call to action without overwhelming the user.

Change Country

Design began with a background of stainless steel. Acknowledging most people have a wider monitor, this was abandoned. The website can be coded to adjust to other monitor aspect ratios.

44 MySpace Project Book

The red line leading into the imagery of content was found to be redundant. Also the content is too far below the “fold”, where the user cannot see it without scrolling. If you make them scroll, they won’t.

Web DEsign

Explore

YourSpace

WorxSpace

MusicSpace

VideoSpace

GameSpace

Hot News

ShopSpace

Explore

YourSpace

WorxSpace

MusicSpace

VideoSpace

GameSpace

Hot News

ShopSpace

Home > WorxSpace > Business News

Your Ad Here

WorxSpace Create An Account

Create an Online Portfolio

Business News

Build A Page

Learn More

Wind power - How can you tap this resource?...

Infinite Expression

Europe’s leading ballet tours the world...

Learn More

Explore

YourSpace

Are your birds angry enough for the gamer circuit?...

Scandal hit close to home for MySpace...

Learn More

The top ten hotest clubs from coast to coast...

Learn More

WorxSpace

MusicSpace

This multi-media platform has options for video, audio, slideshows and a blog. You can add widgets and manipulate your page to effectively brand yourself unique among your peers.

Make WorxSpace work for you

Are plans for Woodstock IV in the works...

Learn More

GameSpace

Learn More

ShopSpace

About

Corporate

Advertisers

Safety Tips

FAQs

Page Building

Mobile

Site Map

Pressroom

Privacy Settings

Report Abuse

Latest Updates

Tutorials

Final resolution uses the infinity imagery. The header on the home page is consistent throughout the website. Consistency allows the user to expect where to find navigation. Content begins to appear “above the fold” leading the user to scroll for more. Call to action to “build a page” is visible in signature position of the image. Below the fold, in signature position is the call to “explore” the website content. Further navigation is located at the footer of the page.

Help

Sync with other media

How to stand out in a world of cubes...

Latest technology for business professionals...

Learn More

Scandal hit close to home for MySpace...

Learn More

Build A Page

A look into designer Dana Whinkey’s studio...

Learn More

Your Ad Here Explore

Jennifer Aniston and Kevin Spacey take home awards...

Hot News

You are on the leading edge using WorxSpace.

Social media - How to make it work for you...

Learn More

VideoSpace

Use WorxSpace as the hub for your social media campaign by syncing with Facebook, Twitter, LinkedIn, YouTube, etc. Go mobile with WorxSpace on your phone.

Will and Kate are making plans for their future...

Learn More

Build your professional presence on WorxSpace. Create an online resume and network within your field and with business.

explore Hilary Clinton makes budget waves in congress...

WorxSpace is an online resume and portfolio of your work conveniently located in one “Space.” Employers and business connections can discover you, and see how your talents will be an asset to the company or project.

Employment Opportunities

Connect and communicate within your field of expertise to keep up with trends, share ideas and grow.

Infinite Exploration

“Currant” cocktails are served at Le Petite Bistro...

Harness the power of MySpace functionality to showcase your talents for business, design, art, or whatever your forte.

Your Profile

YourSpace

WorxSpace

MusicSpace

VideoSpace

GameSpace

Hot News

ShopSpace

About

Corporate

Advertisers

Safety Tips

FAQs

Page Building

Mobile

Site Map

Pressroom

Privacy Settings

Report Abuse

Latest Updates

Tutorials

Help

Sync with other media

Interior pages follow the format for the WorxSpace page as a basis for building navigation.

Advertising is minimized for a more pleasant user experience. Ads become premium in key positions, therefore commanding higher rates.

Note: Call to action can always be found in the signature position.

MySpace Project Book

Creative Development Storyboard Sketches Motion graphics is a symphony of imagery, sound and message.

The 30-second animation is intended as a viral video to be posted on YouTube. It can also cross over as a television spot.

46â&#x20AC;&#x201A; MySpace Project Book

MySpace has never advertised on network television. It is a prime opportunity to launch the re-branding, particularly for new WorxSpace.

Motion Graphics The Cubical Guy Cubical Guy demonstrates the use of WorxSpace as an online resumé, which offers a broader, more creative way of portraying one’s self to

potential employers and establishing a career social presence. Cubical Guy potentially could become an iconic character identifying MySpace.

MySpace Project Book

Creative Development The Cubical Guy Iconic characters are excellent for brand promotion.

The final storyboards combine aspects of the Cubical Guy and the concept where the fellow paints his office. The story is the transformation from average worker to the corner

48â&#x20AC;&#x201A; MySpace Project Book

office executive by designing his future with a WorxSpace presence. The images were derived from stock photos from Getty Images (gettyimages.com). Animation can be an

Motion Graphics

alternative to high production costs. It also engages the audience in ways a realistic commercial cannot. People expect to be entertained by animation. This quirky piece with

the cubical nerd transforming into the successful entrepreneur is both whimsical and intriguing. The rough animation only enhances the nature of the story.

MySpace Project Bookâ&#x20AC;&#x201A;

Creative Development Creating The Hub Social media allows a direct connection with the customer. It is an excellent way to express the personality of the brand.

The beauty of most social media platforms is they can be toggled together. One post can instantly feed out to Facebook, Twitter, or MySpace.

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While Facebook and Twitter are major competitors, it does not mean they cannot work together and become a part of the social fabric of web.

Social Media

It makes senses for MySpace to maintain a presence on Twitter and Facebook. Both of these venues are useful to extend the brand, launch

new products, and maintain connection with the audience. MySpace wants to be the hub of the social media industry. It starts here...

MySpace Avatar for use on Facebook, Twitter and other situations requiring a square format identification.

MySpace Project Bookâ&#x20AC;&#x201A;

Creative Development Into The Streets It is critical to connect with the people who will buy your product.

Bringing the MySpace functionality to the consumer personalizes the connection between the potential user and MySpace.

52â&#x20AC;&#x201A; MySpace Project Book

An interactive street-side display will allow people to create a page projected on a large screen. Their photos are taken by the computerâ&#x20AC;&#x2122;s

Guerilla

camera and they are walked through the setup of a personal page with choices of backgrounds and customization options.

Bringing MySpace to the street makes it tangible to the consumer as no other social media platform. It becomes more than a mere website.

MySpace Project Bookâ&#x20AC;&#x201A;

Creative Development Advertising MySpace traditionally has done little advertising. In fact, few social platforms have done so, which opens up an interesting opportunity.

Magazine and newsprint collateral for MySpace should reflect the website. It must be clean using images reflecting the creative nature of the campaign. Iterations took on

54 MySpace Project Book

a structured look early on. Juxtaposing images both “plain” and “painted” promote the transformation from ordinary to extraordinary.

Lost in a flock of Tweets? You and your company are more than a square icon. It’s time to advance from the “cubicle” to the “corner office” of a WorxSpace page on MySpace.

This ad positions MySpace as the social network, where a user can create his or her unique space. The beauty is in the personal choice.

More than a Face… Customize your Space to reflect all assets of you and your business. Lure prospects with onsite blogging and video. Simplify social networking; link to Facebook and Twitter. Post once and back to business. Set up WorxSpace today, why waste time in a box, when you can save it in the “corner office.”

Tap The Infinite Potential at myspace.com

MySpace Project Book

Style Guide The Way

Logo Standards......................................................................................................................... 58 Logo Mistakes............................................................................................................................ 60 Color Palette............................................................................................................................... 62 Type Heirarchy........................................................................................................................... 64 Graphics and Textures............................................................................................................ 66 Imagery........................................................................................................................................ 68 Print Advertising....................................................................................................................... 70 Interactive................................................................................................................................... 72 Motion Graphics....................................................................................................................... 74 Stationery.................................................................................................................................... 76

The Style Guide helps the client stay on track with brand identity. There are times when work must be handed off to in-house designers, or outside advertising agencies and publications which will be expected to produce proper identity for ads, or other promotional material.

56â&#x20AC;&#x201A; MySpace Project Book

This book becomes the bible for keeping the brand authentic. Referring to this book will ensure the customer always sees the correct brand image and therefore, remembers it. Staying consistent with the brand is critical for success in business.

MySpace Project Book

Style Guide - Logo Standards Brand Essence Consistency increases brand awareness.

The logo tagline embodies the essence of the MySpace campaign. It represents capabilities of unlimited self-expression through the functionality of the MySpace platform. Enhancing this metaphorically is the

logo mark, which is composed of infinity symbols spinning in a three-dimensional space. The full range of color is also indicative of opportunities of choice.

logo mark

logotype: Meta Normal

tagline: Myriad Pro Regular

58â&#x20AC;&#x201A; MySpace Project Book

y y

Logo Clearance: There should be no less than the height of the â&#x20AC;&#x153;yâ&#x20AC;? between the logo and another object. The minimum distance will be no less than .25 inches or 1.5 picas.

The brand is a living, breathing entity, which needs constant care and attention to nurture it into rising to its full potential.

Logo without the tagline.

Logo without the mark or tagline.

Minimum logo size is 2 inches or 12 picas. If it is necessary to use a smaller logo for application on pens or small paraphernalia, then the logo without the mark and tagline must be used.

Logo in black and white.

Below: Logo on black (left) and PMS 8180C, or process: C-55, M-42, Y-32, K-3 (right).

MySpace Project Bookâ&#x20AC;&#x201A;

Style Guide - Logo Mistakes Correct

Distorted

Incorrect position and size of mark

X Too small

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Wrong logotype and tagline colors

Inappropriate background color

Inverted logo

Not enough logo clearance Logo Clearance: There should be no less than the height of the â&#x20AC;&#x153;yâ&#x20AC;? between the logo and another object. The minimum distance will be no less than .25 inches or 1.5 picas. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus fermentum, nulla id facilisis cursus, odio arcu elementum augue, vel accumsan sem ante non nibh. Maecenas a enim quis lectus tincidunt rutrum. Nullam bibendum males uada ante, quis sceler isque massa auctor non. Aenean neque libero, ornare a convallis eu, rhoncus non enim. Fusce ligula arcu, porttitor sed faucibus vel, tincidunt sit amet orci. Integer luctus, mauris non tincidunt euismod, magna eros eleifend ligula, sit amet mollis nisl sem porttitor nunc. Vestibulum consequat, lorem id tristique eu diam vitae sapien. Cras pellentesque eleifend nulla tempus posuere. Too busy background color

These examples may seem dramatic, but subtle forms of logo destruction add up to bigger flagrant misuse. Soon the brand identity is watered down and lost to careless design management.

MySpace Project Bookâ&#x20AC;&#x201A;

Style Guide - Color Palette Logo Palette PMS YELLOW-C

80% 60%

40%

20%

C-0 M-1 Y-100 K-0 R-255 G-239 B-0

PMS DS-73-2-C C-0 M-85 Y-85 K-0 R-240 G-78 B-55

PMS DS-270-2-C C-80 M-0 Y-70 K-40 R-0 G-115 B-74

PMS 269-1-C C-100 M-0 Y-80 K-0 R-0 G-175 B-239

PMS HEXACHROME-C C-98 M-0 Y-0 K-0 R-0 G-175 B-239

PMS DS-164-3-C C-35 M-70 Y-0 K-0 R-169 G-103 B-170

PMS DS-332-9-C C-15 M-15 Y-0 K-20 R-175 G-174 B-195

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Color decisions for the MySpace logo are critical. Nearly every social network uses some form of blue in both logo and website design. The reason being, blue is the most widely preferred color internationally. It holds a positive connotation in most countries. Green is a close second. But MySpace cannot afford a number two position. The choice of using a full spectrum ensures various preferred colors are present. It also is indicative of choice, as the main thrust of the campaign is self-expression. Including a red gives the logo mark power and creative influence. Yellow is a positive sun color. Greens are earthy, symbolizing growth. Blue is used, but it is not the focal point of the logo palette. The purple tone adds richness, rounding out the group with a royal feel. The grey is a subtle alternative to stark black, demonstrating quiet sophistication.

Campaign Palette PMS DS-164-3-C C-35 M-70 Y-0 K-0 R-169 G-103 B-170

PMS DS-56-2-C C-0 M-70 Y-80 K-0 R-243 G-112 B-67

PMS DS-5-1-C C-0 M-20 Y-100 K-0 R-255 G-203 B-5

PMS DS-6-1-C

80%

60%

40%

20%

The campaign palette mimics the logo, yet excludes the green. The colors are deeper and stronger, with the exception of the lighter yellow (PMS DS-6-1-C). Black is added for a strong, creative feel. It provides an excellent base to rest the logo and allow vibrant images to pop off the page. Orange and yellow make this a hot dynamic pallet. The cooler purple and blue balance the heat. These colors are designed to show infinite potential of self-expression with MySpace functionality.

C-0 M-0 Y-55 K-0 R-255 G-247 B-143

PMS HEXACHROME-C C-98 M-0 Y-0 K-0 R-0 G-175 B-239

PMS BLACK-C C-0 M-0 Y-0 K-100 R-35 G-31 B-32

MySpace Project Bookâ&#x20AC;&#x201A;

Style Guide - Type Hierarchy ...is a highly expressive font which embodies the idea of self-expression. Its handwritten nature gives a personal feel to the campaign, which is important for engaging the consumer and showing brand essence. The dynamic nature of this font makes it difficult to use in smaller spaces. Readablity can be an issue for excessive copy. This font is to be used for heads only. This is appropriate for graphic type applications.

...is an alternative to Rat Infested Mailbox when a more corporate feel is needed. This handwritten font has a higher readability, and can be used for more lengthy headlines. It is quieter, yet still embodies self-expression. These two headline fonts should never be used together.

...is a versatile serif font which has rounded counters and curved descenders. It can be a chameleon for both expressive and corporate ads. It is appropriate for headlines, subheads and body copy.

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HEADLINE

Infinite Potential

- Rat Infested Mailbox

Infinite Potential Infinite Potential

Zeyada Regular

- Myriad Pro Semi-bold

SUBHEAD Infinite Potential - Myriad Pro Semibold Infinite Potential - Myriad Pro Semibold Italic BODY COPY Infinite Potential - Myriad Pro Regular Infinite Potential - Myriad Pro Italic

MySpace Project Bookâ&#x20AC;&#x201A;

Style Guide - graphics and Te Elements

Logo Mark Break Out

Paint Splatter

This element is designed as a call The infinity mark offers an infinite to attention. DO NOT USE IN RED or it arsenal of options for using the components as graphic features. This rein- will appear like blood. forces the brand by creating reconizable elements. The symbols can be separated from the mark and resized. Splitting them is acceptable, however they may now be manipulated beyond resizing.

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extures Natural

Industrial

Hand-Painted

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Style Guide -Imagery Individual

Creative

Imagery should reflect the idea of self-expression, individuality and creativity in a positive way. Colors should compliment the color palette. It can be metaphoric, indicating the tagline - Infinite Potential.

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Personal

Exuberant

Expressive

Colorful

Unique

Infinite

All the imagery within this project book is acceptable, unless otherwise noted.

MySpace Project Bookâ&#x20AC;&#x201A;

Style Guide -print 6 picas

6 picas

8p. 4.8 10p. 5.3

8 1/2 Inches or 51 Picas

More than a Face...

Lost in a flock of Tweets? You and your company are more than a square icon. It’s time to advance from the “cubicle” to the “corner office” of a WorxSpace page on MySpace.

17p.

34p. 4 36p. 7

Customize your Space to reflect all assets of you and your business. Lure prospects with onsite blogging and video. Simplify social networking; link to Facebook and Twitter. Post once and back to business.

Infinity logo mark is at 50 percent opacity.

Set up WorxSpace today, why waste time in a box, when you can save it in the “corner office.”

Tap The Infinite Potential at myspace.com

50p. 2

Curve of the infinity must flow between “c” and “e” of logo type.

6 picas

57p. 12

70 MySpace Project Book

6 picas

Magazine Advertising The two-column format of this ad allows a comparison of other social platforms and MySpace. The photos show a before and after effect. The background is a stainless steel texture, which gives a Euro-industrial feel. The simple grey allows the colors of the right photo to pop off the page. The yellow of the headline literally glows against it. The background texture has been darkened slightly to allow the body copy to be knocked out in white.

The call to action is subtle in the campaign Hexachrome Blue that also glows off the page. The deep background offers a warm texture for the logo to stand out against. While this ad could be used with a black ground, it is much richer with the stainless steel. The logo mark is scaled back 50 percent and is used as a graphic to create depth and add to the brand image.

Logo Usage The logo may be placed centered on the page with the proper clearance from other objects and borders. It is also possible to use the logo in signature position, or in the upper left of an advertisement.

MySpace Project Bookâ&#x20AC;&#x201A;

Style Guide -Interactive Home Page Website resolution: 1024 x 768 pixels. It was selected because it is currently the top of the ten most popular screen resolutions. The logo, upper and lower navigation remains static on all the pages at the positions indicated.

margins 27 pixels 65 pixels

105 pixels 80 pixels

63 pixels

1024 pixels Sign Up

80 119

Explore

YourSpace

WorxSpace

MusicSpace

VideoSpace

GameSpace

Hot News

ShopSpace

Logo is 200 Pixels wide. The navigation bar is 1024 x 26 pixels. Infinity photo is 1024 x 485 pixels. Story photos are 121 x 121 pixels.

Build A Page

402 485

Headline font is Zeyada. Body copy font is Myriad Pro Regular.

544 570

Infinite Exploration

Infinite Expression Express your utmost potential as you network with friends, family and colleagues. Customize your page and show every facet of your talents in multiple media. Explore the world of MySpace. Sync with the social world across most platforms. And, go mobile! Enjoy infinite potential.

Caption copy is MyriadPro Regular Italic. Navigation font is Myriad Pro Regular.

701

“Build A page” and “Explore” font is Rat Infested Mailbox.

758

“Currant” cocktails are served at Le Petite Bistro...

Wind power - How can you tap this resource?...

Learn More

892

Hilary Clinton makes budget waves in congress...

Are your birds angry enough for the gamer circuit?...

Will and Kate are making plans for their future...

Learn More

Explore

YourSpace

The top ten hotest clubs from coast to coast...

Are plans for Woodstock IV in the works...

Learn More

WorxSpace

MusicSpace

VideoSpace

GameSpace

Jennifer Aniston and Kevin Spacey take home awards...

Learn More

Hot News

ShopSpace

About

Corporate

Advertisers

Safety Tips

FAQs

Page Building

Mobile

Site Map

Pressroom

Privacy Settings

Report Abuse

Latest Updates

Tutorials

119 pixels 25 pixels

72 MySpace Project Book

Scandal hit close to home for MySpace...

Learn More

explore Learn More

975 982 1006 1042

Europe’s leading ballet tours the world...

Learn More

Help Sync with other media

263 pixels 233 pixels

WorxSpace Interior Page margins 27 pixels 65 pixels

105 pixels 80 pixels

63 pixels

Infinity Logo Mark graphic is 289 x 529 pixels

289 pixels 1024 pixels Sign Up Log In

80 119 128 224 257 272

Explore

YourSpace

WorxSpace

MusicSpace

VideoSpace

GameSpace

Hot News

ShopSpace

WorxSpace

Caption copy is MyriadPro Regular.

Create An Account

Create an Online Portfolio

Business News

Harness the power of MySpace functionality to showcase your talents for business, design, art, or whatever your forte.

Your Profile

Employment Opportunities

This multi-media platform has options for video, audio, slideshows and a blog. You can add widgets and manipulate your page to effectively brand yourself unique among your peers.

Make WorxSpace work for you

Connect and communicate within your field of expertise to keep up with trends, share ideas and grow.

538

Build your professional presence on WorxSpace. Create an online resume and network within your field and with business.

Use WorxSpace as the hub for your social media campaign by syncing with Facebook, Twitter, LinkedIn, YouTube, etc. Go mobile with WorxSpace on your phone. You are on the leading edge using WorxSpace.

580

Social media - How to make it work for you...

How to stand out in a world of cubes...

Learn More

Subhead font is Myriad Pro Semi-Bold. Body copy font is Myriad Pro Regular.

Home > WorxSpace > Business News

Your Ad Here

Headline font is Myriad Pro Regular.

Latest technology for business professionals...

Learn More

Scandal hit close to home for MySpace...

Learn More

Navigation font is Myriad Pro Regular. “Build A page” font is Rat Infested Mailbox. Ad below upper navigation is 970 x 42 Pixels. Ad above bottom navigation is 970 x 68 pixels.

Build A Page

A look into designer Dana Whinkey’s studio...

Learn More

Button navigation font is Myriad Pro Semi-Bold and Zeyada for “Your Profile”

Learn More

768 Your Ad Here

862 871 895 930

Explore

YourSpace

WorxSpace

MusicSpace

VideoSpace

GameSpace

Hot News

ShopSpace

About

Corporate

Advertisers

Safety Tips

FAQs

Page Building

Mobile

Site Map

Pressroom

Privacy Settings

Report Abuse

Latest Updates

Tutorials

Help Sync with other media

119 pixels 25 pixels

MySpace Project Book

Style Guide -Motion Graphics 42 pixels

Logo Application for Video Viral YouTube videos are the trend in marketing. It is an integral part of the MySpace campaign. Standard YouTube video format is 600 x 400 pixels. Application of the logo is critical. This is a small format, so the logo must fill the space for maximum legibility. The logo should be 496 x 165 pixels. Animation of the logo mark components emphasizes the campaign idea of infinite potential.

42 pixels 600 pixels

123

106

400

Excerpts from MySpace “Cubical Guy” viral video. Mr. Nobody transforms, expressing his infinite potential with WorxSpace at MySpace.com.

74 MySpace Project Book

The final frames of the “Cubical Guy” video show the website address. The “.com” fades out leaving the logotype. The infinity symbols break free and reform into the logo. The tagline fades in.

Express your infinite Potential

MySpace Project Book

Style Guide -Stationery .75 inches or 4.5 picas

8.5 inches or 51 picas

.75 inches or 4.5 picas

4.5 picas

11 inches or 66 picas

Myspace, Inc. Corporate Office | Headquarters 1223 Wilshire Boulevard •Suite 402 • Santa Monica, CA 90403 (310) 969-7400

76 MySpace Project Book

4.5 picas

. ce, Inc ers Myspa Headquart 2 ffice | Ste. 40 rate O Bvld • Corpo ilshire 90403 1223 W Monica, CA 0 Santa 69-740 (310) 9

7.08 p.

7.26 p.

Background grey: PMS DS-25-8-C C-0, M-0, Y-0, K-15 Interior copy: “Express...” Font: Rat Infested Mailbox Color: PMS DS-164-3 C-35, M-70, Y--0, K-0 “Name” “Address” Font: 9 point Myriad Pro Regular Color: DS-332-9-C C-15, M-15, Y-0, K-20

3.6 p. 2 inches or 12 Picas

10 p.

Express Your Infinite Potential Justin Timberlake

3.5 inches or 21 Picas

MySpace Project Book

Solutions The Strategy

78â&#x20AC;&#x201A; MySpace Project Book

pieces are placed where the people will notice, thus ensuring brand identity and recall. Reaching the consumer through different angles helps them become familiar with the product or service. So, when the need arises, they remember where to find it.

MySpace Project Book

Solutions -Logo and Tagline Logo Signature Components The signature brand mark consists of three parts. The logotype is the typographical representation. The logomark is the symbol. The tagline is the descriptor or catch phrase. Together these represent brand

essence as the logo signature. Over time, the mark can become iconic if the public develops an affinity for the product or service. It is important to cultivate “good feelings” for the brand in the minds of the audience.

logotype

Logomark

Infinite Potential tagline

80 MySpace Project Book

logo Signature

MySpace Project Bookâ&#x20AC;&#x201A;

Solutions -Website Simple, intriguing, functional.

Home Page

82â&#x20AC;&#x201A; MySpace Project Book

The home page is intended to be enticing, uncomplicated and functional. The content peeks onto the screen inviting the user to scroll

below to see what is there. This keeps the page from becoming cluttered and, therefore, overwhelming to the visitor.

MySpace Project Bookâ&#x20AC;&#x201A;

Solutions -Website Making a complex website logical.

Interior Pages

Pages clockwise from top left: Build A Page, Explore, Corporate, Sign Up.

84â&#x20AC;&#x201A; MySpace Project Book

WorxSpace page.

Each page keeps the same functionality, even the profile pages. These personal pages are designed to be versatile enough, to allow light, dark or patterned wallpaper selections.

Profile page with black.

Profile page with white.

Profile page with stainless.

Profile page with leopard.

MySpace Project Bookâ&#x20AC;&#x201A;

Solutions -Print Print advertising is a way for MySpace to become a tangible commodity. While most social platforms are regarded as online entities, MySpace can become something hand held, thus imprinting the brand via touch as well as visually.

Magazine Advertising

86â&#x20AC;&#x201A; MySpace Project Book

These ads challenge Facebook by expanding on the individuality of MySpace page functionality options vs. other platforms.

MySpace Project Bookâ&#x20AC;&#x201A;

Solutions -Print Advertising

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Newsprint Yes, there are still newspapers out there... Reaching the audience on a tangible level is valuable to the success of a brand. A right-hand full-page advertisement in the New York Times, Wall Street Journal and other prestigious newspapers will reach the professional demographic.

MySpace Project Bookâ&#x20AC;&#x201A;

Solutions -Direct Mail Promotional Mailer If you’re going to get junk mail at the office, wouldn’t you want this?

90 MySpace Project Book

Reaching professionals via direct mail at the office, where they are in work mode, plants the seed for MySpace’s WorxSpace as a personal branding site. The Pop Up mailer is entertaining and useful as a penholder. Thus, it will

continue to sell, as it remains on the desk in full view, as a reminder of the infinite potential.

MySpace Project Bookâ&#x20AC;&#x201A;

Solutions -Billboard Advertising Elements Drivers are conditioned to watch for road signs. Sitting in traffic, signs become entertainment.

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Billboard advertising reaches thousands of commuters everyday. The opportunity to remind them of the brand is significant. Signage in Times Square offers prestige as well as exposure. Placing MySpace in populated urban settings reaches the largest market share. Billboard advertising places MySpace within the environment of the consumer.

Billboards are like real estate. What makes them valuable is “location, location, location.”

MySpace Project Book

Solutions -Transit Advertising Commuter Contact Meet the consumers where they exist between activities, when their minds are unoccupied by immediate concerns.

The billboard adapted to a bus advertisement.

94â&#x20AC;&#x201A; MySpace Project Book

Advertising WorxSpace means finding the audience where they are most receptive. Professionals commuting to work and back are a captive audience for bus and subway advertising. A daily reminder is the best brand recognition stimulator.

MySpace Project Bookâ&#x20AC;&#x201A;

Solutions -Moition Graphics 30 Second viral video and television spot.

The Cubical Guy

Sound in green. Voice Over in blue

Sound: typing, Music: “Theme From A Man And A Woman”

Sound: fades, Music transitions to “Attacked by Cherubs.”

It's up to you...

96 MySpace Project Book

You have...

to create...

Infinite...

Potential...

your dreams...

move over... MySpace Project Bookâ&#x20AC;&#x201A;

Solutions -Moition Graphics The sketchy animation emotes whimsy.

The Cubical Guy

to the corner office...

at MySpace.com...

98â&#x20AC;&#x201A; MySpace Project Book

to WorxSpace...

MySpace Project Book

Solutions -Web Advertising Banner Ads The Internet opens new opportunities for marketing interactively. It begins with the basics of banner ads.

Full Banner - 468 x 60. Skyscraper 160 x 600 (right).

Large Rectangle 336 x 280 (left).

The Internet has become the premier place to advertise. MySpace is a vehicle for this and therefore, needs to participate in online marketing. The target market is on Facebook, LinkedIn, Twitter, and various networks. Reaching the audience is relatively easy. Polling the users of Facebook and Twitter, it was learned people miss the versatility of MySpace. The opportunity to draw new users exists here. The average user is looking for the ultimate in self-expression... the infinite potential of MySpace.

100â&#x20AC;&#x201A; MySpace Project Book

WorxSpace is essentially an online resumĂŠ with exceptional depth. Potential clients or employers can develop a thorough understanding of the individual through video, photo, blog and messaging. The leaderboard above does not mention MySpace or WorxSpace, but merely leads the viewer to the viral video. The square ad to the right promotes the professional capabilities of WorxSpace. There are NO POP UP ADS in this campaign. The biggest complaint against MySpace has been the proliferation of flash and pop-up advertising. These are static ads that inform, but do not intrude. To honor the customer, these will be avoided. The idea is to invite, not intrude.

Leaderboard - 728 x 90 (above). Square - 250 x 250 (right).

MySpace Project Bookâ&#x20AC;&#x201A;

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Solutions -Mobile Applications MySpace Application The buzzword of today is “app,” short for application. What it means for MySpace is mobility. The platform has already developed an “app” for phones and other devices. This campaign includes this feature. The MySpace app must be customizable to include the aspects of the platform the user chooses. This will allow the user control over content, which reduces the confusion with the vast expanse of MySpace. This falls in line with the reorganization of the website. Clear organization makes the site easier to navigate, easier to discover what one searches for, and therefore, more fun to use.

MySpace avatar for phone and mobile applications.

102 MySpace Project Book

Explore the entire website. Use the search function to find your quarry.

Add the content of your choice to your mobile application where it will be at your fingertips.

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Solutions -Automobile, Guerilla When you sell anything, you truly sell yourself.

Street Presence

MySpace becomes reality when people can experience it first hand with an interactive guerilla display, which allows one to experience building a unique page right in the street! Functionality can be explained one on one with a geek-personality well versed in the process.

104â&#x20AC;&#x201A; MySpace Project Book

Personalizing MySpace is the best way to build brand recognition and establish loyal users. The page is projected on the large screen. The side panel images change imagery from logos to instructional explanation, usage tips and back.

The “Express Yourself Mobile MySpace” motoring advertisement is seen flitting through traffic in major cities. Using the iconic Volkswagen Beetle, the campaign hopes to infuse MySpace with the essence of iconography. This vehicle can be used for appearances at guerilla sites, conferences, functions, or to hand out literature around town. Ultimately, it can become a giveaway for a contest. The lucky user will become a driven billboard for MySpace.

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Solutions -Promotional Swag T-Shirts, Hats, Paraphernalia If you expect a customer to wear your logo, you must first make them love the brand.

The tagline, infinite potential, is an empowering statement on a personal level. This makes it appropriate for wearable items on more than just a marketing level. MySpace is now a place of empowerment.

106â&#x20AC;&#x201A; MySpace Project Book

On a physical level, these items may be useful... On a metaphysical level, the message is what sells the brand. What MySpace can give is self-expression, and personal empowerment.

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Solutions -Conclusion Vision When pigs fly... How hard is it to ship a hog in the cargo hold of an Air Bus?

They said it couldnâ&#x20AC;&#x2122;t be done. No one can save MySpace. It is too late. This campaign tells another story, a viable one. There is value in the functionality of the platform that allows users more control, more scope in creating a personal environment than any other social media website. Taking advantage of these features, new directions can be explored, such as WorxSpace, which is effectively a multi-media portfolio. MySpace can actively become a branding commodity, which acts as a marketing hub by attaching to other social platforms. The possibilities become endless... hence the tagline: Infinite Potential. The beauty of the campaign is the hub idea works hand-in-hand with other platforms to unite all features to the betterment of social applications. There is no war on Facebook, but a repositioning of MySpace to become the nerve center for Facebook, Twitter, etc. MySpace is more than a Face, but it still has one.

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MySpace has been considered a behemoth of content. To solve that it has reduced itself to nearly a musiconly platform. This caused the average user to move to other social platforms. The infinite potential campaign brings the users back, introduces new market possibilities, beginning with the professional and business markets with WorxSpace. The organization of the website allows each aspect of MySpace to coexist without drowning out the other. Entering the homepage, the user can choose the path to the content he/she is interested in. Each section can be targeted to specific advertisers. Demographics will be easier to trace. Advertising can then be sold at a premium. MySpace can finally be monetized profitably. There is no question - MySpace will not only be saved, it will thrive.

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Solutions -References MySpace – myaspace.com Bebo – http://www.bebo.com Facebook – http://www.facebook.com Google – http://www.google.com LinkedIn – http://www.linkedin.com Tumblr – http://www.tumblr.com Twitter – http://twitter.com Yammer – http://www.yammer.com YouTube – http://www.youtube.com Country Courier Magazine. Fall 2011. (p. 2)., page 88. Chronogram. (October 2009). Luminary Publishing, Kingston, NY. (p. 4), page 87. Terri J. Garofalo – Self portrait, pages 6, 85, 103, 104. Beetle Car – Volkswagen – http://wwww.volkswagen.com, page 105. Hoodie, T-Shirt, Hat, Mug - Café Press – http://www.cafepress.com, pages 106-107. Pen – http://www.vistaprint.com/personalized-pens, page 107. Pop-Up Mailer - http://www.popupmailers.co.uk/cube_pen_holder.php , pages 90-91. Phone Apps – http://world.edu/wp-content/uploads/2011/08/iPhoneApp_appIcon.png , page 102. Getty Images: http://www.gettyimages.com Infinity Image – 104379656, Cover, pages 10, 68.

Oriental Girl with Computer – 103764361, page 25.

Computer Guy in Road – 77188304, page 2.

Graffiti Guy – 86521583, page 25.

Connecting Hands – 91498484, page 7.

Lower Half Paint Guy – 104498931, page 27.

Network Glow – 104379380, page 9.

Chalkboard – 112303534, page 40.

Office Guy Arms Back – sb10068016e-003, page 12.

Drinks – 92172905, Food Pix, pages 44, 45, 83, 84.

Spike – sb10063089bn-001, page 16.

Wind Guy – 88741044, Taxi, pages 44, 45, 83, 84.

Girl with Glasses – 103007670, page 17.

Dance – 107227579, Stone, pages 44, 45, 83, 84.

Outstretched Arm Guy – 57281850, page 17.

Sun – 119426384, pages 44, 45, 83, 84.

Older Computer User – 108347759, page 17.

Hilary – 119355216, pages 44, 45, 83, 84.

Raised Hand Crowd – 200491855-001, page 19.

Will & Kate – 118553667, AFP, pages 44, 45, 83, 84.

Face Girl – 111035052, page 22.

Angry Birds – 118421359, pages 44, 45, 83, 84.

Hand Stand – 3542-000022b, page 23.

Arms Up Disco – 104381627, pages 44, 45, 83, 84.

Guy with Profile Picts – 98478470, page 24.

Guitar Hero – 119631823, pages 44, 45, 83, 84.

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Aniston, Spacey – 119426257, pages 44, 45, 83, 84.

Times Square Traffic – 108273077, page 93.

Cell Phone – 85071576, pages 45, 85.

Transit Station – 71927124, page 94.

Social Illustration – 102662318, pages 45, 85.

Double Decker Bus – 87245773, page 94.

Cubical Guy – 10190770, 10189814, 10189526,

Train Station – 3921-000102, page 95.

iPhone – 109424236, page 103.

pages 47, 96-99.

Computer Glow – rbrb_2118, page 82

Hand Held Phone – 111651208, page 103.

Golden Gate Bridge – 114984116, page 84.

Eye – 102678771, page 109.

Corner Office – sb10068016j-001, pages 98, 99.

Cubical Peeking Guy – 86549670, page 101.

Paint Bucket – 200452647-001, pages 96, 97. Flying Business Guy – 83779168, pages 96-97. Falling Business Guy – sb10064665al-001, page 97. Painting Office Guy – 200384962-001, page 96-99. Bald Head – 104433088, pages 97, 98. Background Wood – 104498938, pages 96 – 98. Street in Motion – 133106037, page 53. Painted Face – 200407171-001, page 55. Singled Out Green – 200244500-002, pages 57, 68. Freaked Out Computer Guy – 90247007, page 60. Zebras – 490168-001, page 61. Paint Guy – 10185512, page 63. Rust – 87869034, page 67. Tulip – 98844156, page 67. Stainless – 83397523, page 67. Painting – 91924029, page 67. African America with Grafiti – 86521583, page 69. Hair Toss Girl – 102889169, page 69. Paint Girl – 96614843, page 69. Tech Girl – 81711841, pages 78, 79. Computer Glow – rbrb_2118, page 82. Billboard Under Train – BD7932-002, page 92. Times Square Skyscrapers – 71919484, page 93.

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terri@entities-r-us.com 845-453-0342