VOL.01
VISUAL STRATEGY GUIDE
VOL.01
VISUAL STRATEGY GUIDE
KO DA K
V I S UA L STRATE GY GUIDE
_CONTENTS
001 HISTORY STORY _ 008 Brand Description _ 010 Brand History _ 012 Timeline
002
003
REPOSITION
PERSONAS
_ 016 Mission Statement _ 019 Rebranding Objective _ 020 Keywords
_ 025 Personas
_CONTENTS
004
005
NEW VISION
COMPETITORS
_ 040 The Past of Kodak _ 042 The Future of Kodak
_ 046 Current Competitors _ 048 Adjacent Competitors _ 050 Aspirational competitors
006 SOURCES _ 054 Sources
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001
_History Story 1.1 Brand Description 1.2 Brand History 1.3 Timeline
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V I S UA L STRATE GY GUIDE
“KODAK SELLS FILM, BUT THEY DON'T ADVERTISE FILM; THEY ADVERTISE MEMORIES.” —THEODORE LEVITT
_HISTORY STORY
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V I S UA L STRATE GY GUIDE
_HISTORY STORY
1.1 Br and D es cript io n
_BRAND DESCRIPTION
The Eastman Kodak Company is an American technology company focused on imaging. They provide - packaging, functional printing, graphic communications and professional services for businesses around the world. Its main business segments are Print Systems, Enterprise Inkjet Systems, Micro 3D Printing and Packaging, Software and Solutions, and Consumer and Film. Today they are building new growth businesses based on our technology and the value of the Kodak brand. It is best known for photographic film products. Kodak was founded by George Eastman and Henry A. Strong on September 4, 1888. During most of the 20th century, Kodak held a dominant position in photographic film. The company's ubiquity was such that its "Kodak moment" tagline entered the common lexicon to describe a personal event that was demanded to be recorded for posterity.
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_BRAND HISTORY
The Eastman Kodak Company is an American technology company that produces camerarelated products with its historic basis on photography. The company is headquartered in Rochester, New York, and is incorporated in New Jersey. Kodak was founded by George Eastman and Henry A. Strong on September 4, 1888. During most of the 20th century, Kodak held a dominant position in photographic film. The company's ubiquity was such that its "Kodak moment" tagline entered the common lexicon to describe a personal event that was demanded to be recorded for posterity.
_HISTORY STORY
1.2 Br and Hi s to ry
YOU PRESS THE BUTTON, WE DO THE REST.
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V I S UA L STRATE GY GUIDE
_TIMELINE
KODAK: 125 YEARS OF HISTORY
24-year old Bank Clerk named George Eastman fell in love with photography and was obsessed making it easier.
1878
Eastman creates the first roll of film.
1889 1888
1921
The name "Kodak" is born. Sanp shot photography is invented with the Kodak box camera.
Eastman introduces first xray film.
_HISTORY STORY
1.3 Ti m eli ne
Kodak invents the first digital camera. It was the size of a toaster and captured black and white images at 10,000 pixels.
Kodak introduces the first motion picture film with sound.
1929
1975
Kodak begins shopping around its 1,100 digitalimaging patents.
2011 2004
1935
Kodachrome Film introduced, the first commercially successful amateur color film.
2012
Kodak begins digital makeover. It's ejected from the 30-stock Dow Jones industrial average. It cuts tens of thousands of jobs as it closes factories and changes businesses.
On January 19, 2012 Kodak files for Chapter 11 Bankruptcy.
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_Reposition 2.1 Mission Statement 2.2 Rebranding Objective 2.3 Keywords
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V I S UA L STRATE GY GUIDE
_MISSION STATEMENT
OUR MISSION IS TO HELP YOU SAVE MEMORIES AND SHARE YOUR LIFE. At Kodak, we aim to provide creative professionals with many new ways to capture, store, preserve and share their moments and memories.
_REPOSITION
2.1 Mi s s i on
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_REPOSITION
2.2 Rebr andi ng O bjec t iv e
_REBRANDING OBJECTIVE
Kodak will go far beyond taking photos and printing. but help you show and share your memories by providing a wide range of products and services. At the same time. Kodak will try to build new businesses based on their technology and the value of the Kodak brand.
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_KEY WORDS
MEMORY “Remember the time of your life”—Kodak has been dedicated to keeping people's memories with photos. From the first roll of film and the first digital camera to the present.
SHARE "Share Moments, Share Life"—Sharing has always been Kodak's soul. As one of the most popular slogans, sharing is also the most impressive quality of Kodak.
CONNECTION Using images with communication is a good way to connect with people. That is also what Kodak wants to do.
_REPOSITION
2.3 Key Wor ds
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_Personas 3.1 Personas
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V I S UA L STRATE GY GUIDE
_PERSONAS
The primary audience is people who are interested in preserving and sharing their memories effectively and easily. Now with the new revival, Kodak will be more focused on the experience of having that magical moment in the life of each person. We only live once, which is why our audience wants to have the best memories of every moment.
_PERSONAS
3 .1 Per s onas
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V I S UA L STRATE GY GUIDE
A TRAVEL ENTHUSIAST
KRIS JOHNSON Single 23 years old American Lives in San Francisco
Kris is a college student and love to vacation travel all around the world, so he can have many different experiences. He is a keen observer, so he is always able to observe the neglect of others. He loves food, so he think it is a good way to experiencs different cultures through different foods. Whether it's a fancy Michelin restaurant or a street snack truck. He is full of curiosity about new things. He always likes to try things he've never done before. He craves human connection and conversation, whether it's with a familiar face or an unfamiliar one. After trips, he love to write travel notes because he wants to share his experiences with to his children in the future. He keeps his photos organized and dated so that does no forget when they were taken.
_PERSONAS
3 .1 Per s onas
A NEW MOM
ELISA JONES Married with one kid 31 years old American Lives in Los Angeles
After having a child, Elisa has become a stayat-home mom because she has to take care of her baby. Elisa's husband loves her very much, but because of his busy work, he seldom spends with her and his child. Elisa's parents live in Ohio and have very little time to visit with her during the year. As a new mother, she always wants to record every moment of her child growning up so that her child can see how he grew up in the future. In her spare time, she learns how to make delicious food for her baby and husband. Every afternoon, she shares parenting experiences with other mothers who live nearby.
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AN INTERNATIONAL STUDENT
YUFENG CHEN Single 25 years old Chinese Lives in Chicago
Chen loved playing basketball when he was young, so he chose to study in Chicago because of the Chicago Bulls. Chen wants to get the most out of his American experience. His parents were worried about his safety in the United States because there are many reports of accidents involving foreign students in the United States. He seeks opportunities to embrace, discover and immerse himself in the culture, people and settings of the places he visits. Because his girlfriend is studying in Seattle, they'll take advantage of all the possibilities to meet up. He always has his smart phone ready to take selfies with his friends so that he can have have memories of them.
_PERSONAS
3 .1 Per s onas
A WEEKEND TRAVELER
JAE-JUNG PARK Married with two kids 55 years old Korean Lives in San Francisco
Park came to San Francisco because his children worked in the United States. Knowing the importance of a healthy life, he likes to climb mountains or hike on weekends because he wants to have a healthy lifestyle. When he was young, he traveled to many countries. He keeps a journal with the countries he has visited, local attractions he has seen, the local cuisines he has tasted. Park wants to get the most out of his American experience, because he wants to enrich his experience. He has a sister who lives in Seoul, so they keep in touch and often share their life with each other. Usually, he likes to walk around the city to feel the beauty of the city.
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A BLOGGER
SOFIA CHIARA Married 28 years old Italian Lives in New York
She is keen on recording what happened around her. For example, street artists or city tourists because she wants to share something interesting to her fans. Likes to listen to live renditions of songs because it makes her feel like she is at a concert. It takes a long time every day on her blog homepage, and many fans like to see her share her life. She doesn't like sports. Because it's always hard for her to stick to it. Sofia likes to collect Italian restaurants in New York and recommend them to people in need. She goes to Central Park one day a week to observe everyone she sees there. Flower arrangement is also one of her favorite things.
_PERSONAS
3 .1 Per s onas
ELECTRONIC MUSIC FANS
DANIEL SMITH Single 21 years old Mexican Lives in San Diego
In everyone's impression, Daniel always listens to music with headphones, and occasionally beats with the music. He often goes to Los Angeles or Las Vegas to attend EDM concerts and publishes his experiences on social media. His father was a musician. He grew up in a musical family and liked listening to music. Family atmosphere and talent have always supported his love and learning of music. Daniel has always wanted to become a DJ. He is willing to do whatever it takes for however long it takes to reach his goal. He was surrounded by a group of friends who loved electronic music as much as he did. They often discussed and studied music issues together. His mother always encouraged him by telling him about his father's music-related experiences in his youth.
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A HARDWORK ATHLETE
BRANDON WILLIAMS Single 17 years old Jamaican Lives in Dallas
Brandon spends almost all his time on physical and technical training because he wants to be a successful athlete. His coach will mimic his opponents play styles to help him prepare for his matches Jay-Z is his favorite hip-hop singer because he likes listening to Jay-Z's music when he is training. Watches replays of his games so he can see what he is doing wrong and discover how to improve himself. His dream is to one day join the NBA and play for the Dallas Mavericks because he was born in Dallas. He needs to control his diet strictly and keep his body in the best condition at all times. Compared with his peers, he is not keen on using social networks.
_PERSONAS
3 .1 Per s onas
RETIRED MIDDLE SCHOOL TEACHERS
RAHUL SUBRAMANIAN Widowed 65 years old Indian Lives in Oakland
Rahul goes to the park to get sunshine every afternoon because he reads books and newspapers there. He is a very traditional man, so he only uses his mobile phone to make phone calls, no other functions. Only one nanny lives with him to take care of his living, because he doesn't have children and his wife passed away three years ago. Sometimes he would look at the pictures of his youth and recall the past. Sometimes he would go back to the school where he used to work,because he wants to see the changes there, and recall the last time. His life is regular and he always does the same thing at the same time. He is very exclusive with new things because he don't like the attitude of young people. 034 / 035
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_New Vision 4.1 The Past of Kodak 4.2 The Future of Kodak
“KEEP A KODAK STORY OF THE CHILDREN.” —KODAK ADVERTISEMENT, 1917
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_KODAK TODAY
_NEW VISION
4.1 The Pas t of Ko d ak
Kodak
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_KODAK TOMORROW
_NEW VISION
4.2 The Futur e o f Ko d ak
Kodak
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_Competitors 5.1 Current Competitors 5.2 Adjacent Competitors 5.3 Aspirational Competitors
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V I S UA L STRATE GY GUIDE
_CURRENT COMPETITORS
Polaroid is an instant camera which uses self-
Olympus Corporation is a Japanese manufacturer
developing film to create a chemically developed
of optics and reprography products. It also
print shortly after taking the picture.
provide cameras, lenses, audio recorders
Fujifilm is a Japanese multinational photography
Nikon is a Japanese multinational corporation
and imaging company headquartered in Tokyo
headquartered in Tokyo, Japan, specializing in optics and imaging products.
Canon Inc. is a Japanese multinational
Sony Corporation is a Japanese multinational
corporation specializing in the manufacture
conglomerate corporation headquartered in
of imaging and optical products, including
KĹ?nan, Minato, Tokyo. Its diversified business
cameras, camcorders, photocopiers, steppers,
includes consumer and professional electronics,
computer printers and medical equipment.
gaming, entertainment and financial services.
_COMPETITORS
5 .1 C ur r ent C om petit o rs
Lumix of Panasonic's brand provide digital
Pentax is a brand name used primarily by
cameras, ranging from pocket point-and-shoot
Japanese multinational imaging and electronics
models to digital SLRs.
company Ricoh for cameras, sport optics, and CCTV optics.
Sanyo Electric Co., Ltd. is a Japanese major
Lomography is a commercial trademark of
electronics company and formerly a member of
Lomographische AG, which their creators
the Fortune Global 500 whose headquarters was
associate to a photographic image style and a film
located in Moriguchi, Osaka prefecture, Japan.
camera movement and community facilitated by The Lomographic Society International.
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_ADJACENT COMPETITORS
SZ DJI Technology Co., Ltd. is a Chinese
Leica Camera AG is a German company that
technology company. It is known as a
manufactures cameras, lenses, binoculars, rifle
manufacturer of unmanned aerial vehicles,
scopes, microscopes and ophthalmic lenses.
commonly known as drones, for aerial photography and videography.
GoPro, Inc. is an American technology company
Huawei Technologies Co., Ltd. is a Chinese
founded in 2002 by Nick Woodman. It
multinational telecommunications equipment and
manufactures eponymous action cameras and
consumer electronics manufacturer.
develops its own mobile apps and videoediting software.
Victor Hasselblad AB is a Swedish manufacturer
Sony Corporation is a Japanese multinational
of medium-format cameras, photographic
conglomerate corporation headquartered in
equipment and image scanners. The com-
KĹ?nan, Minato, Tokyo. Its diversified business
pany is best known for the classic medium-
includes consumer and professional electronics,
format cameras.
gaming, entertainment and financial services.
_COMPETITORS
5.2 Adjacent Competitors
Samsung is an electronics manufacture whose
Oppo Electronics Corporation, commonly referred
products range from home electronics to
to as Oppo, is a Chinese consumer electronics
mobile phone.
and mobile communications company, known for its smartphones, Bluray players and other electronic devices.
Koninklijke Philips N.V. is a Dutch multinational
Seiko Epson Corporation, or simply Epson,
technology company headquartered in
is a Japanese electronics company and one
Amsterdam, one of the largest electronics
of the world's largest manufacturers of com-
companies in the world, currently focused in the
puter printers, and information and imaging
area of healthcare and lighting.
related equipment.
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_ASPIRATIONA COMPETITORS
Instagram is a photo and video-sharing social
Tumblr is a microblogging and social networking
networking service owned by Facebook, Inc. It
website founded by David Karp in 2007 and
was created by Kevin Systrom and Mike Krieger,
owned by Verizon Media. The service allows users
and launched in October 2010 exclusively on iOS.
to post multimedia and other content to a shortform blog.
Twitter is an online news and social network-
Vimeo is an ad-free open video platform that is
ing service on which users post and interact
headquartered in New York City. The company
with messages.
provides creators with tools and technology to host, distribute and monetize videos.
The Exploratorium is a museum in San Francisco
MoMA plays a major role in developing and
that allows visitors to explore the world through
collecting modernist art, and is often identified as
science, art, and human perception. Its mission is
one of the largest and most influential museums
to create inquiry-based experiences that trans-
of modern art in the world.
form learning worldwide.
_COMPETITORS
5 .3 As pi r ati ona C om pet it o rs
YouTube is an American video-sharing website.
Facebook, Inc. is an American online social media
People can share, upload, comment, repoet and
and social networking service company. It is based
add to favorite on videos.
in Menlo Park, California.
Dribbble is an online community for showcasing
Pinterest, Inc. is a social media web and mobile
user-made artwork. It functions as a self-
application company that operates a software
promotion and networking platform for graphic
system designed to discover information on the
design, web design, illustration, photography, and
World Wide Web, mainly using images and, on a
other creative areas.
smaller scale, GIFs and videos.
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_SOURCES
INFORMATION Kodak.com Photrio.com Businessinsider.com Wikipedia.org
PHOTOGRAPHY Unsplash.com Pexels.com
_SOURCES
6.1 Sour ces
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SCHOOL Academy of Art University School of Graphic Design and Digital Media San Francsico, CA94105
CLASS Nature of Identity
INSTRUCTOR Hunter Wimmer
TYPEFACES Gotham FF Din
BINDING & PRINTING Blurb blurb.com This is a student project and is in no way supported by Kodak. Student work by Haoxuan Wu