Innovation portfolio: XYZ...

INNOVATION PORTFOLIO RESEARCH AND EXPERIMENTATION GINA MANNELL

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5 BRAND OFFERINGS

6 COLOUR

13 NAME TESTING

15 LOGO DEVELOPMENT

29 WEBSITE DEVELOPMENT

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11 BRAND VALUES/ VOICE

12 TAGLINE DEVELOPMENT

22 BODY TEXT DEVELOPMENT

23 BRAND VISUALS

32 AR DEVELOPMENT

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DIGITAL MARKETING CONSULTANCY SPECIALISING IN DIGITAL TRENDS

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BRAND OFFERINGS Since I want to offer a different array of services in my consultancy, I thought defining them now before the project starts will help me be more concise when I need to develop the content.

THE BRAND ITSELF: A website Branded social media pages Brandbook- Including the services the consultancy would offer CLIENT OFFERING: 3 universal strategies for each key digital marketing element - up to date with the upcoming trends SEO- Including voice search MOBLIE - Including AR ( Augmented Reality) SOCIAL MEDIA- Including video UNDERSTANDING THE CONSUMER BOOKLET Handbook for clients to understand new upcoming markets

SPECIALIST CONSULTANCY IN SPECIFIC AREAS: For brands that need help with just one area of digital marketing SEO: Voice search SEO Website optimization Keyword development Mobile SEO SEO for start-ups Google analytics MOBILE: AR specific campaign content In app ads Email design

SOCIAL MEDIA: Content development and publishing Paid advertising- putting ads on social media Cross channel campaigns Analytics PPC (PAY PER CLICK) MARKETING: Google ads monitoring and set up Analytics

PPC MARKETING: Google ads monitoring and set up Analytics Although these specific areasnwill be at the forefront, I will also have knowledge in other areas such as influencer marketing etc. So if a client requires a service that isn’t listed I can still help.

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COLOUR

For my colour palette I knew I wanted something bright and colourful as colour is becoming key to digital marketing.

When choosing my palette, I took to WGSN and took all the key palettes from 20/21 and picked out the key colours that crossed over each season and complemented each other. Aswell as choosing colours that suited my preference.

However, I ended up starting over as I thought I selected the best colours in my orignal selection but when I started using them for brand elements like my logo, they seemed dull, so I went back and improved.

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GLOBAL COLOUR A/W 20/21

DESIGNING EMOTION

WOMENS COLOUR A/W 20/21

WGSN

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MENS COLOUR A/W 20/21

EMPOWER UP

CODE CREATE S/S 20

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WGSN

FIRST COLOUR SCHEME

PANTONE 628 C

PANTONE 1625 C

PANTONE 7646 C

PANTONE 345 C

PANTONE 7700 C

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FINAL COLOUR SCHEME

PANTONE 214 C

PANTONE 1635 C

PANTONE 389 C

PANTONE 345 C

PANTONE 318 C 10

PANTONE 7673 C

BRAND VALUES/ VOICE

GOOD SERVICES USEFULL UP TO DATE KNOWLEDGE PERSONAL YOUTHFUL VIBE ON TREND FRIENDLY HIGH QUALITY TRUSTWORTHY APPROACHABLE STANDOUT TREND BASED UNDERSTANDING EASY TO UNDERSTAND VISUAL TECH/ ART/ FASHION

*Key values are highlighted

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TAGLINE DEVELOPMENT

1.DIGITAL MARKETING CONSULTANCY 2.DIGITAL MARKETING AGENCY 3.CATERING TO THE GENERATIONS 4.DIGITAL MARKETING FOR THE GENERATIONS 5.THE DIGITAL NATIVES 6.THE DIGITAL GENERATION 7.GENERATIONAL DIGITAL MARKETING 8.FUTURE DIGITAL TREND FORECASTER AND AGENCY 9.THE FUTURE OF DIGITAL TRENDS

TOP 3: THE DIGITAL NATIVES THE FUTURE OF DIGITAL TRENDS DIGITAL MARKETING CONSULTANCY FAVOURITE SO FAR: THE DIGITAL NATIVES

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NAME TESTING

Finding a name turned out to be one of the hardest elements in my brand development as there’s a lot of digital marketing agencies out there. So, finding a name that wasn’t already taken was difficult.

I took inspiration from things like space terminology, the ocean, and making words up from combining different nouns to find a name that wasnt taken.

When I got to the stage where I had a selection of names I did an Instagram poll to test them with the public. But upon doing it I realised I didn’t like any of the names. So I went back to thinking and came up with some more.

When I went back to mind mapping I eventually came up with ‘XYZ…’ which implies the X,Y and Z generations which are the generations my brand will cater towards and with the … it means a continuation.

INSTAGRAM POLL FOR NAME TRIAL

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XYZ...

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LOGO DEVELOPMENT For my logo I didn’t want an image based one as my brand visuals will be communicating what the brand is about. So for my logo I just wanted it text based.

To find the perfect text I trialed many different font selections from glitch effects to San Serif fonts. I also tested multiple fonts in my colour scheme to find which colour / colours I would want for the final logo.

LOGO INSPO MOODBOARD

PINTREST/ LOGOJOY.COM

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STAGE 1 LOGO DEVELOPMENT

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STAGE 2 LOGO DEVELOPMENT: NEW COLOUR SCHEME

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STAGE 3 LOGO DEVELOPMENT Once I found the font I liked (Acier BAT SOLID) I tested it in all colour combinations to find the best one for my brand.

I decided to use two colours to give it a 3D effect to make it stand out more.

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TOP SIX COLOUR COMBINATIONS

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FINAL 4

These are my choosen four colour combinations of my logo. I have chosen to have four so I can have a variety of versions depending on the placement and location of the logo on any branded content.

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BODY TEXT DEVELOPMENT ACIER BAT DIGITAL NATIVES - TEXT SOLID HELVETICA NEUE DIGITAL NATIVES- THIN DIGITAL NATIVES- REGULAR DIGITAL NATIVES- MEDIUM DIGITAL NATIVES -BOLD ARIAL DIGITAL NATIVES- REGULAR DIGITAL NATIVES- BOLD DIGITAL NATIVES- NARROW REGULAR DIGITAL NATIVES- NARROW BOLD DIGITAL NATIVES- BLACK REGULAR AVENIR DIGITAL NATIVES - ROMAN DIGITAL NATIVES- BLACK FUTURA DIGITAL NATIVES- MEDIUM DIGITAL NATIVES- BOLD SATHU DIGITAL NATIVES- REGULAR TAHOMA DIGITAL NATIVES- REGULAR DIGITAL NATIVES - BOLD I have choosen Helvetica Neue and my base font for my brand content and Futura Bold for any titles.

Both fonts are easy to read so all text in my branding will be easy to read for the viewer and not cause any eye strain making thier experience more enjoyable.

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BRAND VISUALS

INSTAGRAM @Vaporwave_fashion

Originally, I was going to start off with photography only for my visuals.

However through inspiration research I found digital collage and manipulation was a path I wanted to take with my branding instead.

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P H O T O G R A P G H Y I N S P O 24

WGSN/ PINTREST

My photography test shoot was unsuccessful in terms of brand visuals.

Doing the photoshoot confirmed my dislike for photography. Aswell as confirming a personal dislike, doing some photography and putting it with the rest of my branding it became clear that it wasnt going to fit the style I was aiming for.

Although this test shoot wasn’t sucessful it helped my develop my visuals and lead me down a new path of digital malpiulation

Styled by Rhi Donohoe

P H O T O G R A H P Y T E S T S H O O T 25

DIGITAL ART INSPO

MAGDIELLOP.COM/ BEHANCE: ERIKA NGUYEN/ PINTEREST

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I was planning on using colour in my photography. As from my market report research having stand out colour is important to attract to the audience to your content.

So, when I decided to explore digital art/ collage I wanted to keep this element to stand out and communicate with my audience.

MY TRIALS

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FINAL VISUAL STYLE From testing digital art styles there’s a style called Vaporwave that appealed to me. It’s a form of digital art that can show the youthfulness of my brand as well as standing out as the content has a high digital/tech feel allowing me to show visually what the brand offers.

This collage style can have many elements but still look cohesive so it’s ideal to show the complicated world of digital technology and marketing.

VAPORWAVEVIBES.TTUMBLR.COM

THEGODESSSCORE.TUMBLR.COM

PINTREST

MY COLLAGES

In terms of moving content since Vaporwave digital art has a strong college style. My video content will keep the theme through gif/ glitch style video college but with potential for deeper story lines still. *When it comes to my FMP this style will be used cross all platforms from social media, The website and promotional content. Each piece of digital art will be different and unique but with this style it keeps the synergy of the brand across all platforms

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WEBSITE LAYOUT DEVELOPMENT I’ve tested 3 different layouts for my website using square space. All layouts are quite simple as I want navigation to be as simple as possible. But I’ve tested placements, video elements and more to make my website be as appealing as possible to incite clients.

LAYOUT 1- JASPER HOME PAGE -The homepage has brand name on the top left and menu on the top right -Images in block layout corrodsponds to each service page -When a mouse hovered over name and link to page appears

ABOUT PAGE -About page allows for one central image at the start and enough room to write a detailed about me page

SERVICE PAGE EXAMPLE -All service pages look like this.

-Underneath is where all the page content would go including text and images

CLIENT PORFOLIO PAGE -The gallery page would allow me to showcase my client work as my brand develops. By showcasing my client work could potenital draw more clients into the company

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LAYOUT 2- FORTE HOME PAGE

-Images slide on homepage so it is always changing therefore it can be more appealing to viewers.

DROP DOWN MENU

-Menu drops down is easy to use -When you click on homepage images it takes you to that page -Bottom left has a bar telling the viewer what service it is with is a helpful touch.

SERVICE PAGE -All service pages look the same with big image in the opening page and then underneath the infomation goes -The template allows for either minialist layout or a busier layout which is down to the designer to decide.

ABOUT -About page contains a small image with info going down the left hand side.

-It adds a different style of layout to the website which is refreshing.

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LAYOUT 3- CHOOSEN LAYOUT, HENSON HOMEPAGE -This homepage has a video option which would play when the page is accessed.

-This is appealing as it draws the viewers attention and adds dimension -Having the menu on the bottom is also different and makes the viewer view the whole page before going to select another page

SERVICE PAGE

-The image on the service pages stands out as it fills the whole top so draws attention.

CLIENT GALLERY

-The gallery of clients layout is alot better than the first layout and the images are bigger and more infomation can be put with the images. So a client can gain a better understanding of the work I’ve done

ABOUT PAGE -The about me page has alot more graphical layout to the others tested so would be more visually pleasing than standard about me pages -If a client sees this they may view the brand as more advance.

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AR TESTING

To show the potential of AR marketing I have used my examples of digital art and for the moving image element have turned the still images into short gifs.

Since these are first tests, they aren’t perfected in terms of how the AR element is presented but doing it has shown me in the most basic level how the software works.

Which is the most import element at this stage.

WGSN/ PINTREST

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SPARK AR When I first started the module, I started looking into AR software out of curiosity and Spark AR was the first one, I found. When I found Spark AR, I wasn’t ready to develop this part of my portfolio. But I wanted to have a little explore so I downloaded the software to take a look. *To use the software, I had to download it, which did prove quite difficult in the end and took up a lot of storage on my laptop.

When I download it, I had a quick play to see how easy it was to use. I tried to create a face map (a feature common to Snapchat) to see if I could use that AR feature. Since I was just being curious about AR software, I didn’t have any of my content yet as I hadn’t reached that stage yet.

So instead I use a fashion students’ logo I worked with closely and gave me permission to use to see the potential of it. While I found the software easy to use it did require me following a few tutorials to do a very basic face map and it didn’t look great. But it was my first try with the software and it did show me that a lot of time would have to go into figuring out this software.

I also looked into publishing the content and that also seemed to be difficult as it would have to go through an approval process and would only be uploaded onto my Facebook account and I would then have to share – so realistically the reach wouldn’t be far.

I did plan to come back and explore this software further with content more relevant to my project once it was created. But when I return to exploring AR software later on in the module found others like Roar AR and Zappar that was a lot simpler in all areas and with those options available I didn’t see the need to explore further.

SPARK AR

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ROAR AR: COST: One free AR on no pay plan- 100 views Starter: $35 a month, 5 AR experiences, 500 Views per month Basic: $99 per month 10 AR experiences, 1500 views per month Pro: $250 per month AR experiences 20 5000 views per month Roar AR is simple to use as all you need before you start is the images, video, audio etc. (what you want to go into your AR experience) Once using the online program it’s a case of drag and drop onto the ‘marker image’ and publishing it It can be accessed on the website as well as printing the image so the AR feature can be accessed through multiple mediums like posters or billboards All the public need to do to access the AR content is to download the app and scan the image.

You can add geo-tag to target certain areas which notifies app users when they approach your AR content. *This could stop people accessing the content but for all AR content this is what’s required There’re also options to link facts, prices ( handy for when price clothing items etc.) Theres also potential direct to an Instagram page and my website to draw people in to explore the brand.

However, to ensure views on all still content I would need to put a link to download app so the public know how to access content (There’s badges you can download from ROAR AR )

DOWNLOAD ROAR AR TO TEST

ROAR AR

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ZAPPAR: -More a mix between QR code and AR software -Software creates a ‘Zap code’ that needs to go alongside AR still image in order for it to come alive -The layout was a bit more complicated than Roar AR but it’s still easy once your editing and been using it for a bit.

-You also have the option to download the ‘Zapcode’ as well to place around -Unlike ROAR AR It has ‘zap-alytics’ so you can see how you content is doing -The zapcode need to be on image no smaller the 7mm -There’s video tutorials so if I need help I have easy access to it *The software has a lot of features like video audio, button links, events, contact details etc.

– anything you would need for AR COST: Basic: £25 a month – use Zapworks designer Full data analytics Unlimited free zapcodes Unlimited views Unlimited file storage Pro £75 per month Get studio and designer (don’t need studio though) Unlimited zapcodes Unlimited views Unlimited storage *its paid annually- need to consider this *Zappar has unlimited views and codes which is better than ROAR AR which its limited

DOWNLOAD ZAPPAR APP TO TEST

ZAPPAR

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QR CODES: QR codes are a popular choice for marketers as it’s something the public understand and so interaction can be more guaranteed than other methods.

Although issues arise like connectivity as internet is require for QR. I thought it still needed to be tested and to be an option for my FMP QR CODE GENERATOR .COM Pros: -Codes can be edited even once printed and published etc -Can change colour of QR code- can make it blend into image potentially -Can put logo in QR code also – branding expanded -QR code downloads as PNG which is good -Users can download any QR code reader app to access -Has a history option so public can always go back and view if they don’t have internet connection at the time of scanning the QR code -Could also place code where there’s free WIFI connection – free Wi-Fi often poor connection though Cons: -It’s not as interactive as it just takes you to a YouTube and doesn’t play in app -Can only have two features. EG if you have a video you can only have an Instagram link -The page the user gets taken to is ‘ugly’ unappealing -If the person viewing has no internet the video wont load - For video AR experiences not good, better for links to websites of social media pages - Can change colours of loading page but still boring and not brand personal BIG CON !!!!

When I first tested this software I was under the impression that the software was free.

However after 14 days I received an email saying I needed to update my account for the QR code to work and the cost would be £60. Since this was a cost I didnt want to pay as it was something I wasnt exploring further since I had better software. I created a new account for another 14 days. This however means this QR code is only available for 14 days from the 10th January and after that will no longer be able to view.

In subsitute to view the working of this QR code if I have submitted a short video alongside this portfolio of me showing how it works.

DOWNLOAD ANY QR SCANNER APP TO TEST Open URL

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TESTING THE SOFTWARE: IMAGES SPARK AR

Testing face filters

ROAR AR

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ROAR DASHBOARD

GUIDEANCE PAGE

WORKSPACE

WORKSPACE WITH VIDEO

ZAPPAR DASHBOARD

TUTORIAL PAGE

WORKSPACE

QR CODE GENERATOR WORKSPACE

LANDING PAGE

Currently I’m leaning towards Zappar as the software I will use in my FMP as it is easy to use. Also the cost is alot less with Zappar and has the same effect as ROAR AR. However I would need to incorporate the scan code into my work but I should be able to do that effectively with my brand visuals.

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RESEARCH AND EXPERIMENTATION BAFM301

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