Verbal & Visual Strategy JEFFERSON’S TABLE
Onward And, LLC | February 2016
How can you use this verbal and visual strategy?
This document is a foundation that is meant to be used to build the Jefferson’s Table brand. Anybody who writes, designs, or communicates about Jefferson’s Table will be able to use this document to provide a consistent experience. It should be used to help those involved with the brand—both internally, and externally—understand and work with you more effectively. Writers, designers, and employees should all read, and reference this book for guidance.
This document is not the end of the evolution of your brand, but rather is a living document that reflects who your are in the current, and near-future state.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
At the heart of it all
Brand promise We engage people in epicurean experiences that delight the senses and create space for important, authentic, and interesting conversations to unfold.
Vision To start a movement that elevates brilliant ideas with the power to makes a real difference—transforming conversation from talk to action.
Reason to believe • Rooted in rich tradition • Uniting the power of progressive minds • Quality you can feel from afar
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Values
Personality traits
AUTHENTICITY
DYNAMIC
of word and spirit
warm, vibrant, and captivating not loud, exaggerated, or pushy
PERSPECTIVE gained through inspiring insight
INSPIRING passionate, confident, and
CONNECTION in the convocation of open minds
CURIOSITY rooted in the joy of discovery
SUBTLE ELEGANCE evident in every thoughtful detail
encouraging not fluffy, conceited, or unrealistic
POLISHED smart, sophisticated, and precise not know-it-all, pretentious, or rigid
CLASSIC elegant, subtle, and worldly not grandiose, ostentatious, or ethnocentric
PROGRESSIVE modern, understated, and open not futuristic, minimalistic, or avant-garde
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Differentiators Jefferson’s Table isn’t tied to a specific cause, topic, or demographic. Unlike other organizations that host Jeffersonian dinners, Jefferson’s table doesn’t have agenda or ulterior motive. We believe in the power of important, authentic, and inspiring conversations of any nature and are committed to helping clients craft an event that suits their guests’ interests, goals, and needs. There’s no complicated set of instructions to follow, Jefferson’s Table masterfully plans, arranges, and facilitates each event from start to finish. This is your event, you are our honored guest.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Understanding the landscape
Research framework and overview We researched over ten websites in this process and believe only four are worthy of mention. Findings from these four sites are contained in this document. It appears as though Jeffrey Walker’s Ted Talk has sparked interest in the concept of a Jeffersonian Dinner. He is recognized as the modern-day authority on this topic. Several sites are now writing about the concept. Explaining the format, expected benefits, and how to run one. Other organizations show they are running events in this format as well. So while the concept of the dinner is not truly unique, it appears as though Jefferson’s Table business model is. The closest to being considered a direct competitor is likely Jeffrey Walker. His focus over the years has been on facilitating fundraising and philanthropic events. He competes with one of our three major audience segments. We see no evidence that these sites are competing with our other two segments (Event Planners and Senior Executives). Overall, the two competitors that are most deserving of your attention are The Twig Lane Table and The Generosity Network. TTLT hosts a site entirely dedicated to this topic, while TGN directly competes with one of our core audiences. We need to explain the benefits and format of the dinner concept as well as these competitors do (both visually and verbally), while focusing heavily on what sets us apart (our brand feel and business model). Clearly communicating who we serve and the benefits for each audience will give us a competitive advantage in this space.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
The Twig Lane Table http://www.jeffersoniandinner.com
OVERALL FEELING Young, hip, vibrant, modern
GENERAL WEBSITE ASSESSMENT VISUAL: Modern layout. Home page uses a single app style layout (scrolling in structured sections). Large imagery is a major focus of the design of critical pages. Imagery is stock, but is very appropriate and appears natural / candid. Without the rights to imagery, others can use it as well - as evident on PurposeGeneration. com. Visually, this concept appears to be targeting a younger audience. One that is hip and exclusive in nature. Makes use of heavy contrast in layout. Dark imagery contrasting to white backgrounds with black text. Black, orange and white are the color pallet.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
In the past two weeks, the site has been rebranded to “The Twig Lane Table,” opposed to its previous brand name, “The Jeffersonian Dinners.” Only the brand name and logo has changed, not visual or verbal strategy.
VERBAL: The creators of the site have good intentions to clearly communicate their purpose through mission and value statements.
“Our purpose is to bring true transformation to our lives, our families, and our communities, one conversation at a time.” Despite these efforts, it is still unclear exactly what they are trying to do, how they are going to do it, and most importantly what they want the user to do. They do a good job in explaining the format of a Jeffersonian Dinner and how it works. Using words like, “Gather, Share, Engage, Impact” to explain the process. The purpose of the Events section is cloudy. The site lists several upcoming events around the world and the topic of each event. The schedule shows the brand is active, but it lacks intent. What is the user supposed to do with this information? Events are by invitation only, so you can’t go or take part. They don’t update old events to highlight conversations had. While it’s interesting to see topics covered, they have missed an opportunity to engage the user.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
BUSINESS MODEL It is unclear if the site exists with the purpose of trying to change the world (by promoting a format for stimulating conversation and connection) or if they are trying to make money by hosting events. With an investment group owning the brand, we assume the latter. It appears as though the brand runs these dinners by invite only. But it is unclear if you can hire them to facilitate an event for you. Our guess is that Twig Lane Group is still trying to figure this out. They are still changing major components of the brand, such as their name. Watch out for other changes in purpose and messaging along the way. We recommend checking in on the site every few months to see if the direction has changed, or if the direction is more clearly spelled out.
DIFFERENTIATORS A higher purpose. They exist to change the world. They appear to have the format locked down and a lot of experience running events around the world. In this industry, it is a differentiator to have a site fully dedicated to this topic (opposed to single blog posts). Visual strategy appears to be targeting a unique segment, likely a millennial audience. There is no evidence that this brand completes directly with our business model. But with unclear messaging, it is difficult to understand their intent. We shouldn’t assume they will never be a direct competitor.
HOW THEY’RE LIKE YOU They strive to feel modern, a new take on a historical concept. They host and run events through the same format, the model of a traditional Jeffersonian Dinner. They have similar values of striving to make deeper connections and making a positive life change for others.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
The Generosity Network http://www.thegenerositynetwork.com
OVERALL FEELING The authority on Jeffersonian Dinners, helpful yet salesie
GENERAL WEBSITE ASSESSMENT VISUAL: Site is branded in the design of the book. While the literal tie creates awareness for the book, it also creates a feeling that you are being advertised or sold to throughout your experience. The site hosts one page about Jeffersonian Dinners, a “how to” focus. This page has minimal design elements. Visually, the page is designed into consumable chunks and is easy to scan for meaning. The page purposefully highlights Jeffrey Walker’s TED Talk video front and center in the page design. The video callout gives Walker and this page instant credibility to the user as the authority on this topic.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
VERBAL: Content on the Jeffersonian Dinners page is helpful in nature. He proves he is an authority in this subject matter and worthy of listening to. The page gives away advice on how to do this yourself. But Walker is business savvy in giving away this advice. His TED Talk highlights his experience in conducting these dinners and even gives a plug near the end to hire him for your next event. He is using this recognition as a sales tool to provide his hosting and facilitation services to large organizations. While the text on the page is helpful, the video content does not provide detailed direction and could come off to some as salsie in nature.
BUSINESS MODEL Jeffrey Walker’s primary concern on this site is selling his book. Everywhere you look on the site is a call to action to purchase this book. In addition to his book on fundraising advice, Jeffrey is an expert on running Jeffersonian Dinners for nonprofit organizations looking to fundraise. Walker can be hired to facilitate these dinners. He has facilitated hundreds of these events in the past.
DIFFERENTIATORS Jeffrey Walker appears to be the true modern-day authority on Jeffersonian Dinners. His TED Talk even permeates into the way people search around the topic. In addition to the terminology “Jeffersonian dinner” (390 searches / mo), users often add modifiers such as “ted talk” or “jefferey walker” to their phrase. Even Google believes Walker to be the authority on this topic. You can see below that Google uses the “thegenerositynetwork.com” as an answer rich snippet.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
To add to his authority on the topic, Walker was also the chairman of Monticello. He has performed hundreds of these events for nonprofit organizations. His focus is primarily centered around fundraising. Events he has hosted have generated hundreds of millions of dollars. Authoritative stats: 14 different websites link to this page. His Ted video has received over 9K views (more views than his website likely sees in 6 months).
HOW THEY’RE LIKE YOU Walker is the closest competitor you have to Jefferson’s Table. He can be hired as a facilitator to host dinners for Cause audiences (one of your primary three audiences). But where you truly differ is in your primary audience. It does not appear that Walker targets corporate audiences for other purposes than fundraising and philanthropy.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
International Business and Wine Society http://businessandwine.co/blog/jeffersonian-dinners-past-present-and-future
OVERALL FEELING Corporate and business focused
GENERAL WEBSITE ASSESSMENT VISUAL: High-level reenactment imagery is high quality and appears to be original while imagery and layout of restaurant and shopping focused content is cheesy and schticky. The layout and design of the Thomas Jefferson Dinner calendar event page feels outdated and old-fashioned (but not authentic or nostalgic). VERBAL: While the home page is brief and to the point, interior pages are wordy, unstructured, lack headings and callouts. Specifically their page on Jeffersonian Dinners lacks clear purpose. It takes the user several minutes of reading to
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
understand why this page exists on their site (to tell its members that it will be hosting Jeffersonian Dinners). A business audience will have little patience for content that is not easy to scan and excessively wordy.
BUSINESS MODEL Paid membership with locations in New York, London and Hong Kong. Memberships by invitation only. They aim to drive stimulating conversation in the business world while indulging in great food and wine. They started using the Jeffersonian Dinner method as an idea to further stimulate conversations with its members. They allow members to suggest topics of interest.
DIFFERENTIATORS They are offering Jeffersonian Dinners to their members only. It doesn’t appear they are interested in hosting these events for the general public as a business in itself.
HOW THEY’RE LIKE YOU They value driving engaging conversation with their audience and operate internationally. They target senior executives and leaders.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
The Colonial Williamsburg Foundation https://www.colonialwilliamsburg.com/plan/calendar/hol-tj-wine-dinner
OVERALL FEELING Authentic, appealing to those looking to immerse themselves in Colonial Williamsburg and reenactment activities.
GENERAL WEBSITE ASSESSMENT VISUAL: Background imagery of corporate city buildings does little to aid in communicating the brand’s core values of creating great connections through productive conversation and wine. Minimal visuals with the exception of these background photos. Imagery of people is amatuer and low quality. Pages lack structure and visual design, making content difficult to consume.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
VERBAL: Appeals to those looking to plan family activities and their stay in Colonial Williamsburg. Verbal is simple, describing activities in basic terms (not with deep historic significance). Messaging is timely (speaks to Black History Month as well as referencing its Super Bowl commercial). The calendar event page for a dinner with Thomas Jefferson provides little detail and is not enticing to the user.
BUSINESS MODEL Outside of the foundation’s traditional business model, have run an event, Dinner with Thomas Jefferson. Rather than using the Jeffersonian Dinner facilitation method, this dinner simply invites people to eat dinner with an actor posing as Thomas Jefferson. You’ll eat great food, drink great wine and listen to his great stories for $135 / person.
DIFFERENTIATORS This service caters to those looking for reenactments.
HOW THEY’RE LIKE YOU Provides a sensual experience of food and wine under a common theme of Thomas Jefferson. There is little crossover here, little to be concerned with for now.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Verbal strategy
The way we write about Jefferson’s Table has a great impact on how it’s perceived by our clients and guests. It’s important that we maintain a consistent voice and tone so people always understand who we are, and what we are all about. What does Jefferson’s Table sound like?
What does Jefferson’s Table sound like? Our voice has different characteristics that make up its overall tone and personality. Understanding the nuances of how these characteristics come to life will help us consistently emphasize the aspects of our brand that are most important.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Overall Guidelines • Be clear, direct, and genuine • Say things simply, there is elegance in being succinct • Clearly distinguish Jefferson’s Table as an event, not just a dinner party • Use simple writing structure and uncomplicated grammar • Avoid use of jargon and business speak • Speak in first or second person • Use contractions, idioms, and colloquialisms sparingly • Save capitalization for proper nouns only, write headlines in sentence case where applicable • Show excitement with words, not exclamation marks • Don’t be afraid to use conversational writing techniques like incomplete sentences and starting sentences with conjunctions, this helps us sound modern and conversational • Avoid the passive tone, activity creates interest
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Writing Samples DYNAMIC Like this The evening is full of anticipation and possibility when you take a seat at Jefferson’s Table. Lights aglow, wine poured, and a few nuggets of cheese with some citrus-scented olives make for an alluring welcome. Every aspect artfully sets the stage for a remarkable intellectual and epicurean adventure—an experience designed to delight and inspire even the most discerning guests.
Focus on • Sights, smells, tastes, and sounds that help paint a vivid picture and evoke a feeling • The fun, excitement, and intellectually entertaining aspects of a Jefferson’s Table event • Hospitable language that makes people feel like a welcomed guest
INSPIRING Like this What if a meal was not simply a time to enjoy food and idly bounce from one topic to the next, but rather relish every aspect of a scrumptious dining experience as our exchanged ideas weave together to form a rich tapestry of thought-provoking beauty. As a small group having a single shared discussion, we all take part in an evening of collaboration and creativity in an engaging, immersive environment.
Focus on • Being a part of something bigger than yourself • The connection that comes from sharing an immersive, engaging experience • How guests leave invigorated and inspired with a fresh perspective or outlook
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
POLISHED Like this Treat your guests to the very best. Whether you need to plan an exceptional evening of entertainment for executives, creatively solve a problem, or deliver thought-provoking moments that engage and inspire, Jefferson’s Table can help you craft an experience of transformative connection and elegant culinary delight.
Focus on • Why this is the solution they’ve been looking for, help them see how Jefferson’s Table fits in the picture of what they need to accomplish • The luxuriant and sophisticated nature of the experience • Quality and attention to detail is infused in every aspect of the evening
CLASSIC Like this King Arthur famously gathered his knights as equals around a table, Thomas Jefferson invited founding fathers to reach an important compromise not in a stateroom, but rather his dining hall. What is it about a table that draws us closer? Unlike cocktail party chit-chat that barely scratches the surface, dinner table conversation requires commitment, consideration, and reflection. The dinner table is a place to hear and to be heard, to be untied by what we have in common rather than divided by our differences.
Focus on • Meaningful depth of conversation and connection • The rich history and heritage of Jeffersonian style dinners • Aspects of traditional dinner table conversation from a time gone by everyone still yearns for
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
PROGRESSIVE Like this Guests enjoy a dining experience that’s been carefully crafted to evoke transformative conversation around your organization’s goal or training objective—leaving them with a fresh perspective on the problem at hand and insight that spark ideas into action.
Focus on • The goal driven nature of conversations that can serve a purpose • It’s not just about ideas, it’s about turning ideas into action • How guests walk away with relevant insights and fresh perspective
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Sample headlines and phrases • Times change, but the transformative power open conversation around important ideas never will • Jefferson’s Table, where inspiring, authentic, and world-changing conversations unfold • We transform dinner into a extraordinary experience that leaves guests delighted, engaged, and inspired long after they leave the table • Inspiration you can engage with • Delight your senses, expand your mind, and see the world differently at Jefferson’s Table • World-changing ideas never tasted so good • A dining experience inspired by a thirst for knowledge the love of thoughtprovoking conversation • Be our guest • Can a centuries-old tradition spark your next big idea?
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Vocabulary alluring
experience
refreshing
authentic
explore
remarkable
captivating
fare
reveal
conclude
fresh
rich
congress
guest
signature
connection
heritage
sophisticated
convocation
honored
spark
delicious
hospitality
spirited
depth
indulge
splendid
discerning
insight
taste
distinction
inspire
thought-provoking
elegant
intellect
tradition
elevate
intimate
transform
energy
inviting
transport
epicurean
lively
truth
evening
meaningful
understanding
event
midst
unexpected
exceptional
open-minded
unfold
exchange
perspective
vibrant
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Visual strategy
Building a consistent image will help us maintain a strong connection with our audience by helping them quickly and easily identify us.
Design principles • Be warm, with subtle elements of elegance and intricate detail, while still being approachable • Create a sense of intellectual exploration without being pretentious • Be smart without being condescending • Create a feeling of depth and attention to detail, without being overly complex • Convey a sense of grounded tradition with subtle design elements and rich tones, over bright colors and trendy icons • Avoid overly stylized and manipulated imagery that feels staged rather than authentic • Favor a slower experiences over fast-paced • Favor warm over cool lighting
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Color palette PRIMARY
SECONDARY
NAVY
GOLD
ROSE GOLD
DEEP PLUM
C95 M80 Y40 K65
C20 M30 Y70 K5
C25 M65 Y70 K0
C65 M85 Y55 K65 C70 M40 Y40 K10
Hex #031935
Hex #c4a461
Hex #c27259
Hex #341729
NEUTRALS
SLATE BLUE Hex #547a83
TINTS & SHADES
CHARCOAL GREY
ANTIQUE WHITE
C25 M10 Y20 K80
C15 M10 Y20 K0
Hex #3f4746
Hex #d7d7c9
100%
80%
60%
40%
20%
For added depth, various tints & shades of your color palette may be used as needed.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Typography PRIMARY
Esteban
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,./!@#$&’” Esteban is an elegant typeface intended to be used such as literature and poetry. It’s stroke width varies which allows the font to have a presence on the page that makes texts more dynamic. Esteban achieves good performance even in medium and low quality prints and as a web font.
Lato ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,./!@#$&’” With classical proportions, the Lato letterforms are displayed with harmony and elegance. The semirounded details of the letters give Lato a feeling of warmth, while the strong structure provides stability and seriousness. Male and female, serious but friendly.
ACCENT
Abril Fatface
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,./!@#$&’” Abril Fatface in particular is inspired by the heavy titling fonts used in advertising posters in 19th century Britain and France. This typeface displays both neutrality and strong presence on the page to attract reader attention with measured tension by its curves, good color and high contrast. Good performance even in medium and low quality prints and as a web font.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Primary headlines set in Esteban.
Lato Regular is good for sidebar headings.
SUBHEADS AND SECONDARY COPY
For contrast, using Esteban
BLOCKS SET IN LATO REGULAR CAPS.
for sidebar or secondary content is good because it
Long sections of text, such as brochure copy and websites, are primarily set in Lato Light. Consider these guidelines and not rules. If the piece really
distinguishes itself from the primary text.
wants to be set in the serif typeface, don’t fight it! The ultimate goal is to make the experience good for the reader while maintaining brand standards. Both typefaces are perfectly suitable choices.
Use the accent font sparingly Achieve balance by using it only in instances you wish to add emphasis or personality.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Graphic elements PATTERNS Inspired by the guilloche decorative technique which is very precise and intricate, these these patterns can be used large or small, in colors appropriate for the context.
LINES AND FLOURISHES
Sparing use of lines and flourishes can be between different sections of text to add visual emphasis.
ICONS If icons are needed for the web experience, a more intricate, outlined style of icons can be used or reinforce a more refined style.
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Photography GENERAL GUIDELINES • Avoid overly stylized and manipulated imagery because it doesn’t feel authentic • Favor warm lighting over cool lighting • Express depth with a mix of focused and blurry elements using selective focus • Capture the idea of conversation and engagement • Enhance experiential aspects, such as the environment, place settings, and food • Don’t overwhelm by saying in many photos what you can say in just one
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Photography PEOPLE • Favor candid over posed • Keep figures in an environment with context rather than isolating the figure onto a white background • Suggest self-reflection
EXPERIENCE • Shoot for experiential over literal/demonstrative • Avoid posed photos of activity participants, where they’re looking at the camera and clearly only there to be photographed
FOOD • Highlight what’s natural and healthy about the food • The food should look appetizing and appealing • Use natural lighting, and light-colored materials backgrounds in natural settings
ENVIRONMENT • Scenes should be warm, inviting, and immersive • Focus on the details of the environment
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Sample image and text treamtments
Inspiration you can engage with Delight your senses, expand your mind, and see the world differently at Jefferson’s Table
Can a centuries-old tradition spark your next big idea? We transform dinner into a extraordinary experience that leaves guests delighted, engaged, and inspired long after they leave the table.
LEARN MORE
CONTACT US
LEARN MORE
CONTACT US
Be our guest.
Delight your senses, expand your mind.
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Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016
Website inspiration While your final website will be a fully custom design based on your brand, your goals, and the needs of the audience, here are examples of other websites that practice some similar visual principles.
http://www.elicyon.com
http://junctionmoama.com.au
http://tramutola.com
http://www.remymartin.com/us
http://www.villafeltrinelli.com
http://elmcoffeeroasters.com
http://www.risotteriamelottinyc.com
http://mariannerestaurant.com
http://www.h2designandbuild.com
https://www.babingtonhouse.co.uk
Verbal & Visual Strategy | Jefferson’s Table
Onward And, LLC | February 2016