R E-B R A N D I N G C A M PA I G N by I L A N A E L I R A N
R E S E A R C H & D E S I G N B R I E F : competition comparison, market demographics, word-cloud, goals
S T Y L E G U I D E L I N E S : logo, color, type
P R I N T & I D E N T I T Y : l o g o , business cards, letterhead, envelope, gift card, promotional mailer / pamphlet
D I S P L A Y : delivery truck signage, storefront design
D I G I T A L : website, e-mail marketing, facebook page, blog
MARKET RESEARCH & DESIGN BRIEF
DEMOGRAPHICS
MARKET GOALS
Sex:
La Fleuriste aims to be the top competitor for flower and event design in the Bay Area.
95% Female, 5% Male
Servicing hotels, events, and weddings—La Fleuriste stays ahead of the curve with
Average Income: $85,000-$100,000
innovative floral arrangements. Objective is to gain high-end clientele via print and web marketing materials.
C R E AT I V E G O A L S Age:
The marketing materials for La Fleuriste should match the simplicity and cleanliness of
Female: 25-55, Male: 35-60
the flower designs created. Modern elegance, and sophistication should be reflected in
Demand:
all materials in the re-design.
23% Hotels / Restaurants
COMPETITION
67% Weddings
Mill Valley Flowers: Around for 25 years, provides custom arrangements for events and
10% Other
home décor. Hearts & Flowers: Another long-lived flower / café combination services mostly walkins for custom arrangements.
L A FLEURISTE IS... innovative, fresh, green, creative, different, beautiful, feminine, modern, sophisticated
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : R E S E A R C H
EXISTING MARKETING Website, Business Cards, E-mail Marketing (www.lafleuriste.com)
R E P U TAT I O N La Fleuriste is known for creating custom, high-end arrangements for weddings, and special events.
F E AT U R E S Attention to detail, custom-made, fresh flowers, reliable
UNIQUE SELLING POSITION Unique and custom design choices, reliability
THEME Clean, modern, fresh, minimal
CONCEPT Product images will be showcased, and be the center of attention.
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : D E S I G N B R I E F
DESIGN GUIDELINES
ABOUT LA FLEURISTE Lidia Sadoun has spent the last twelve years exploring and developing her style, encouraged by the flower fashions of Los Angeles, San Francisco, New York, and Paris. Further influence from extensive travel and ongoing education allow her to remain at the forefront of innovative flower design. Whether looking to stimulate the senses, or set the mood through subtle invitation, arrangements are tailored to reflect both the context & culture of each event. Combining her expression and experience is how Lidia Sadoun becomes La Fleuriste.
GOING GREEN At La Fleuriste, we believe a successful business is dependent on a healthy environment. We demonstrate our environmental responsibility by committing to the following objectives: comply with all applicable environmental regulations, conserve natural resources, practice pollution prevention, be environmentally responsible.
SERVICES Weddings & Special Events: full service custom floral design, delivery, linen rentals available. Delivery: delivery available for the North Bay & San Francisco Home DĂŠcor: arrangements made to match the color, & mood of any home.
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : D E S I G N G U I D E L I N E S
BASIC LOGO NOTES: Logo should be used on a white background, in green only. No smaller than 200 px. (web) or 1.25� (print).
CLEARSPACE
NOTES: Minimum clearspace must equal the cap-height of the logotype.
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : S T Y L E G U I D E L I N E S
COMMON LOGO MISUSES The logo is designed for a white background and should not be used on any other color backgrounds.
Not providing the appropriate amount of clearspace between a margin and the logo.
Not providing the appropriate amount of clearspace between content and logo.
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : S T Y L E G U I D E L I N E S
BASIC PALET TE ACCENT COLORS
R G B : 1 41 , 1 5 6, 73
R G B : 155, 159, 114
R G B : 19 8, 19 8, 40
R G B : 2 3 2 , 2 2 0 , 15 0
RGB: 232, 194, 143
C :49 M : 25 Y: 90 K : 4
C : 40 M : 29 Y: 63 K : 2
C : 2 2 M : 16 Y: 5 3 K : 0
C :7 M : 10 Y: 48 K : 0
C :6 M : 2 5 Y: 4 8 K : 0
HEX: 889C4A
H E X : 9 B 9 F 72
HEX: C6C68C
HEX: E8DC96
HEX: E8C28F
PA N T O N E : 7495 C
PA N T O N E : 58 55 C
PA N T O N E : 5 875 C
PA N T O N E : 7402 C
PA N T O N E : 7 508 C
COLOR USAGE
O N LY O N D A R K B A C KG R O U N D S
HEADLINES / LOGO
BODY COPY
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : S T Y L E G U I D E L I N E S
T YPEFACES
AaBbCc AaBbCc AaBbCc AaBbCc FILO SOFIA
V E R D A N A ( W E B O N LY )
BRANDON GROTESQUE
G E O R G I A ( W E B O N LY )
T YPE USAGE
Headline Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis mod tincidunt ut laoreet dolore magna al iquam erat volutpat.
Headline
NOTES:
Lorem ipsum dolor sit amet, consectetuer ad
Paragraphs should not
ipiscing elit, sed diam nonummy nibh euis
be indented—paragraphs
mod tincidunt ut laoreet dolore magna ali quam erat volutpat.
should be shown as a line space equaling 1.5 x the line height.
F O R P R I N T:
FOR WEB:
HEADING: 30/36 FILO SOFIA
H E A D I N G : 18/24 G E O R G I A
C O P Y: 1 4 / 21 B R A N D O N G R O T E S Q U E
C O P Y: 11/18 V E R D A N A
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : S T Y L E G U I D E L I N E S
Line length should not exceed 40 em.
COMMON T YPE MISUSAGE
Headline Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis mod tincidunt ut laoreet dolore magna al iquam erat volutpat.
Headline
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis mod tincidunt ut laoreet dolore magna al iquam erat volutpat.
Uneven leading line height & letter spacing.
Not enough space between headline / header & copy.
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : S T Y L E G U I D E L I N E S
L AYOUT & GRID
A LOGO
B D
C
A all layouts should follow a strict left-flush alignment only B logo should be included on the top left of any document / ad with the proper use of clearspace C margins should be congruent on all sides D space between content should match margin widths
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : S T Y L E G U I D E L I N E S
PRINT & IDENTITY
BUSINESS CARD SIZE: 3” x 3” eggshell cardstock
FRONT
BACK
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : P R I N T
LET TERHEAD & ENVELOPES
stamp here
Lexicon 2258 Howard Street, Suite 100 San Francisco CA 94105 November 14, 2010 Dear Ms Jackson:
on the Academy Project and I am sure that you will be extremely satisfied with the services my business provides. You are invited to make an appointment to visit my office at your earliest convenience. The office manager will be happy to show you around and discuss any aspect of our credit policy with you. I am enclosing several samples and an estimate for your review. Please let me know if these figures fall within your budget for the project. If you have any questions, please don’t hesitate to call. Yours truly,
Lidia Sadoun Lidia Sadoun Flower Designer
1 1 2 H o w a r d d r i v e , d e s i g n C i t y, C a 9 4 5 8 7 t 415 505 5601 w l a f l e u r i s t e .C o m e l i d i a @l a f l e u r i s t e .C o m
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : P R I N T
11 2 H o w ard dri ve design C i t y, C a 94 58 7
I would like to welcome you as a new client. I look forward to working together
GIFTCARD
to: message:
from:
w w w. l a f l e u r i s t e . c o m
NOTE: giftcards will be given with each order for personal messages
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : P R I N T
FULL IDENTIT Y
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : P R I N T
FULL COLOR LEAVE-BEHIND / PAMPHLET
about la fleuriste Lidia Sadoun has spent the last twelve years exploring and developing her style, encouraged by the flower fashions of Los Angeles, San Francisco, New York, and Paris. Further influence from extensive travel and on-going education allow her to remain at the forefront of innovative flower design. Whether looking to stimulate the senses, or set the mood through subtle invitation, arrangements are tailored to reflect both the context & culture of each event. 1 1 2 H o W A r D D r i v e , D e S i g N C i t Y, C A 9 4 5 8 7
Combining her expression and experience is how Lidia
t 415 505 5601 w L A F L e u r i S t e .C o M
Sadoun becomes La Fleuriste.
home décor
events
La fleuriste can help you decorate your home with fresh
Let us create stunning and dramatic arrangements for your
flowers and plants. Weekly deliveries available.
corporate and social gatherings
NOTE: 4 color, cover 14pt cardstock, pages 100 lb glossy 6”x 6” facing pages
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : P R I N T
FULL COLOR LEAVE-BEHIND / PAMPHLET
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : P R I N T
D I S P L AY
DELIVERY TRUCK
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : D I S P L AY
STOREFRONT
OPTION 2
OPTION 1
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : D I S P L AY
D I G I TA L
E-MAIL MARKETING NOTE: This is a monthly newsletter HTML e-mail. Images and content can be changed each month for effective & affordable marketing.
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : D I G I TA L
SOCIAL MEDIA
FACEBOOK TWIT TER
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : D I G I TA L
BLOG FACE NOTE: Made with wordpress for easy and convenient additions and changes.
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : D I G I TA L
WEBSITE
HOME
NOTE: website can be found at www.lafleuriste.com/new
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : D I G I TA L
THE WORK
WEBSITE (CONTINUED)
SERVICES
NOTE: website can be found at www.lafleuriste.com/new
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : D I G I TA L
ABOUT
WEBSITE (CONTINUED)
CONTACT
NOTE: website can be found at www.lafleuriste.com/new
L A F L E U R I S T E R E-B R A N D I N G C A M PA I G N : D I G I TA L