Wolf CAmera Brand Book by Eric Davis

WOLF CAMERA + IMAGE

CONTENTS

Brand Identity

Package Design

Website Interface

App Interface 48 Advertising Campaign 56

Conclusion 72

BRAND IDENTITY

A comprehensive and detailed overview of the brand relaunch of Wolf Camera. Wolf Camera is awesome and everybody should buy their products.

The purpose of this re-branding is to revive the dead Wolf Camera brand and bring it to a more specific and sophisticated audience. The new identity will reflect a high level of quality and exclusivity.

Wolf company has dedicated its legacy to empowering consumers to share, display and save all of lifeâ&#x20AC;&#x2122;s treasured memories. Ritz & Wolf is headquartered in Washington, D.C. and operates more than 300 stores in 36 states from coast to coast. Wolf camera is a retailer for selling camera equipment and anything surrounding it. They sell equipment for Professionals as well as everyday cameras for family use. Wolf Camera ships products locally and globally through their website, Wolf camera uses digital deals

for customers to use for products online as well as in store locations. Since they are such a large corporate brand using online stores aids in meeting their customers needs no matter where you are. Wolf Camera has been around many years and gone through many corporate changes, however the need for a new identity to survive in the market place must be set in place. Wolf Camera is officially going under because of their unwillingness to alter their brand to survive in a competitive market.

Primary Typeface Helevetica Neue

HEADERS

BODY COPY

77 Bold Condensed All caps

47 Bold Condensed Sentence Case ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*() ¡€#¢∞§¶•ª º- – _=+ {} [];:/ \ ,.~ å∫ç ∂´ƒ©˙^Δ˚¬ μ~ø πoe®ß† ¨√ Σ≈¥Ω

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COLOur PALETTE Greyscale

Pantone 123

Secondary Brand Colour logo text / On white background / accent

CPantone 427

Third Brand Colour highlighting / second accent/On dark background

CPantone 447

Text / Content Colour

CPantone 429

Background / Base Colour

CPantone 424 C

Base Colour

Accurate reproduction of the brand color scheme is essential in communicating a clear and consistent message about the company image. The Pantone colors should be used wherever possible, with CMYK /

RGB being matched as closely as possible depending on the materials and print process. Black and white are acceptable as accent colors, in addition to the colors within the assigned scheme.

50.56 / 47.43 / 48.17 / 14.6

113 / 114 / 113

#717271

37.53/ 27.5/ 26.92/ 0

164 / 170 / 173

#A3A9AC

100 / 100 / 100 / 100

100 / 100 / 100

#000000

100 / 100 / 100 / 100

209 / 211 / 211

#D0D2D3

0/0/0/0

255 / 255 / 255

#FFFFFF

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Minimum reproduction size

Exclusion Zone

In the primary logo format a minimum size must be adhered to so that legibility is retained. In exceptional circumstances where space is below the recommended size, adjustments may have to be made to balance the shape and visibility.

Make sure that text or other design elements do not encroach upon the logo. The marked space should always be given to let the logo â&#x20AC;&#x2DC;breatheâ&#x20AC;&#x2122; free from distraction.

Stationery Letterhead/Envelope/Business Cards

The logo should always be in this ratio to the page to insure readability. No other design element or information should be on the same plane as the logo to keep the brand clean and bold. The text should start at the exact ratio of the page, to give enough room for the logo and the information to be read without distraction.

.66 .66 XX

.33 .33 XX

SEAN JONES

.5 X XX

.25 X

.23 .23 XX

November November 5, 5, 2013 2013

.25 X Dear Dear Mrs. Mrs. Glidewell, Glidewell, 22 XX

.25 X .4 .4 XX

Thank Thank you you so so much much for for all all of of your your contributions contributions to to Wolf Wolf Camera. Camera. The The event event was was aa huge huge success success and and my my team team and and II are are so so grateful grateful for for all all your your efforts efforts and and hard hard work. work. The The decor decor was was absolutely absolutely breathtaking. breathtaking. We We did did not not want want to to take take itit down. down. Everything Everything really really turned turned out out beautifully beautifully and and II know know you you want want to to come come by by and and see see what what you you would would like like to to keep keep for for yourself yourself and and your your business. business. II have have emailed emailed you you all all of of the the pre-party pre-party photographs. photographs. They They are are of of the the intial intial set set up up of of decor, decor, food food displays, displays, and and the the bar. bar. There There are are some some great great shots shots for for your your portfolio. portfolio. We We are are planning planning to to have have another another redeisn redeisn promotional promotional event event as as well well that that could could use use your your brilliant brilliant creative creative touch. touch. IfIf you you have have time time II would would like like to to speak speak with with you you about about plans plans and and maybe maybe using using your your event event planning planning agency agency exclusively. exclusively. II am am flexible flexible now now that that the the Day Day of of the the Dead Dead Celebration Celebration is is over, over, so so get get in in touch touch with with me me at at your your earliest earliest convience. convience. Again, Again, thank thank you you so so much. much. We We could could not not have have done done itit without without you. you.

sean@wolf.org 404.454.1248 www.wolfcameranow.com 1215 Euclid Avenue Atlanta, GA. 30307

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.166 .166 XX

.125 X

Sincerely, Sincerely,

Eric Eric Lane Lane .135 .135 XX

WOLF WOLF CAMERA+IMAGE CAMERA+IMAGE 6711 6711 Ritz Ritz Way Way Beltsville, Beltsville, MD MD 20705 20705 www.wolfcamera.com www.wolfcamera.com

.25 X

.25 X .25 X

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WOLF CAMERA+IMAGE 6711 Ritz Way Beltsville, MD 20705 www.wolfcamera.com

.75 X

KAREN GLIDEWELL 18744 Ocean Mist Drive Boca Raton, FL 33498 CENTERED HORIZONTALLY .5 Y

.5 Y

Primary Business Card Back

Business Card Front

The back of the business card is a clean and precise design. The logo must stay in the proportions to keep the branding consistent.

The business card design should remain clean and consistent. The logo must stay within the stated ratio for the logo mark to remain strong.

ENVELOPwE

The information on the card should stay within the proper ratio as well. Also keeping the font consistent with the primary branding font.

The logo block must stay within the exact ratio stated above to insure readability and consistency. The â&#x20AC;&#x153;toâ&#x20AC;? address should also remain in the proper ratio to remain clean and easily recognizable.

TARGET Audience

Wolf Camera caters to the professional, creative, and successful individual who has the time and resources to enjoy the art of photography with only the best equipment. Our clients expect and receive the highest quality product and service. The Wolf Camera client is an elite individual that demands exclusivity and prestige in product and overall brand experience.

STORE Concept

The store design will reflect an art gallery feel that gives a presence of prestige, exclusivity, and value. The gallery Esq. presence is meant to give the feeling of high bow artistic experience and creative atmosphere making even the novice photographer feel like a seasoned professional and part of an elite community of clients.

STORE Exterior

The store exterior is a minimal building that is meant to showcase the brands logo. The architecture is to help set the building apart from other stores. This idea is something that carries through the new branding for Wolf Camera, which sells more exclusive and high-end photography equipment.

STORE Interior

The interior of the store will reflect the idea of a photography gallery. The store will be white walls and stone floors, this look is meant to showcase the products and help our target audience avoid the clutter of the common retail experience.

The new brand of Wolf Camera is marketed toward people who can afford the most expensive luxuries in life. So by minimalizing clutter our store will allow a sense of calm and instill a sense of confidence that the photography equipment is nothing short of the highest quality money can buy.

The overall idea of the store is to reflect the new identity, and it says that Wolf Camera has been reborn to a new market and client. The new space is meant to be under whelming, calm, and highly organized.

STORE signage

The store signage will maintain the cleanliness of the brand identity. These rectangular signs will be suspended by translucent thread to give the illusion of floating and clean lines.

DIGITAL CAMERAS

Store Uniform

Shirt Grey V-Neck Pants Black Slacks and/or Jeans SHOES Black Steve Madden Shoes

Store Employee Identification

Wolf experts are required to understand and actively take part in the art of photography in order to give customers the highest level of quality assurance in the company. Customers will be referred to as clients, in order to perpetuate constant professionalism. Also this idea helps give the

â&#x20AC;&#x153;Clientsâ&#x20AC;? the experience of involvement in the world of photography, this helps develop a community of people who trust one another when they take part in the Wolf Camera experience.

PACKAGE DESIGN

The package design maintains the visual continuity of the brand while giving a feeling of high-brow products, cleanliness, and quality.

Packaging Guidelines

Wolf Camera will use packaging to reflect the new principles and concept for the companyâ&#x20AC;&#x2122;s branding. The Wolf Camera package design should contain a 3/4 ratio of beautiful photography to white space. The white space will be located at the top

of the packaging and this is where all of the item information will live. The product type should be the largest on the package, followed by the Wolf logo, and then the sub header.

The specifics will live on the back of the packaging. These will vary with content.

WOLF CAMERA+IMAGE MINI PRO TRIPOD BLACK W/HEAD

Product type should be the largest typographical element 25% Photography Subheader should WOLF be the smallest typographical element

CAMERA+IMAGE

Capture photos or video with this adjustable tripod designed for use with most cameras and camcorders. Retractable spike tips secure the tripod while in use. - Compatible with most - digital and film cameras - and camcorders - Extends to 60" - 3-way pan head - Quick-release plate - Center column tension adjuster - Dual bubble levels - Heavy-duty rubber feet - Retractable spike tips

75% Photography

The Wolf Camera logo should appear smaller than the product type, but larger than the subheader

e packaging design we have ery product, so for instance ns Caps. So catagories will seperate them from others.

meant to advertise the new hese will change month the ferent photos and products. universal principle as well.

WOLF CAMERA TRAVEL CASE $49.99

WOLF CAMERA+IMAGE

The Wolf Camera package design should contain a 3/4 ratio of beautiful photography to white space. The white space will be located at the top of the packaging and this is where all of the item information will live.

WEBSITE DESIGN

To maintain relevance in a web presence the Wolf Camera website has all the information you need. The website will encompass everything from products to community involvement.

Website

www.wolfcamera.com

Home Page

Store Page

APP INTERFACE

This application will inspire, connect and intrigue your audience to immerse themselves in the WOLF Camera Brand.

APP Interface

With Multimedia being a huge avenue for marketing and creating a steady audience, we believe your app should capture and inspire those who use it. We created an app that can serve as a

reoccurring place for photographers and lovers of photography to check in weekly, if not daily. While inspiring, connecting and intriguing your audience to immerse themselves in the WOLF Camera Brand.

53 Splash Page The first thing people will see when they open the app will be bold, beautiful images, while always holding the WOLF Camera name. These images would be changed each month, and should fit a theme of either subject matter, color, or technique. ex) Paris

We continuing Wolf Cameras use of bold imagery onto the home page. Each link is represented by strips of bold imagery that would be changed every month to spark interest. Each picture should have some element that represents or carries the main color scheme for that page. The design is clean, modern and easily navigational.

Creati

The g the m in the

It will by wo Came

In this page members can vote for your favorite images from those uploaded by other members. Each month the top 10 images will be displayed on this page and the photographer with the most votes that month will have their image featured prominently on the front page of the Wolf Camera site.

Users rank th

Each m intere

This p

Check In

Where are you shooting?

Check In

Where are you shooting?

The Wolf Camera app will offer a way for people to connect around andthe viewer in real time not Once opened thisthe pageworld will show The Wolf Camera app will offer a way for people to connect share thethey unique places they shooting only their location on are the map, but also the location of the around the world and share the unique places are peopleequipment. they are following, everyone on the network in the shooting with WOLF Camera equipment. with Wolf Camera Thisand section areato (based on their privacy settings) will allow users record their location on This section will allow users to record their location on the the map in real always time,gowhile viewing where back to promoting the WOLF Camera Product, map in real time, while viewing where other users areToshooting. other users are shooting. you can see the equipment the user is currently using as a attempt to continue the buzz. This offers a physically social way to connect the members, resulting in them actively wanting to open the app daily to page also allows you to upload a picture from the shot you stay current with their followers and people they are This following. took that day and keep a record of it. Just like its stated on the home page This page also encourages the user to upload the a picture takenfor the section. We encourage the user to upload the picture from their computer and use the actual camera and not from the camera and not their phones. the camera phone. Once the â&#x20AC;&#x153;check inâ&#x20AC;? link is pressed it will take them to the actual map screen.

ADVERTISING CAMPAIGN

This advertising campaign is meant to be captivating, interesting, and communicating a high quality product through metaphor and play on words.

AdVERTISING Print Campaign

â&#x20AC;&#x153;CAPTURE THE MOMENTâ&#x20AC;? The Wolf Camera Print advertising campaign will be the vehicle for driving our target audience to the new and improved Wolf Camera Brand.

KIOSKS

Billboards

AdVERTISING Commercial Concept

THE IDEA

This commercial proposal again, shows how a wolf (product) is necessary to get the perfect photographs through metaphor. The idea is that a Wolf yet again saves the day after an unproductive photoshoot.

COMMERCIAL Story Board

COMMERCIAL Source Imagery

CONCLUSION

To relaunch the brand successfully and revive Wolf Camera we have turned to a more exclusive and affluent consumer that has the luxury of buying only the highest quality products. All aspects of the brand are encompassing of this idea.