brand standards
CONCEPT Mankind is vivid. It is a cacophony of emotions, and sounds, and colors, rising and falling, undulating, in a never-ending, never ceasing, human orchestra. It is a human drama filled with the characters and faces that color and tint the stage. It is a human zoo, a pandemonium of egos and animals, trapped in cells of their own invention. This human manifestation, this human expression, this human thing, it is a chorus built from the songs of individuals, built from the tales, and stories, and fables, of the people who tell them. This human thing, it is a bold, majestic, thrilling experience that is. It is a visual explosion, a sensual punishment, a stark and unforgiving wonderland of thrills and amazement. A world of bright optimism and harsh reality, life and death, love and hate, truth and lies, this human thing. This human thing; it breathes, it moves, it dances swaying under the stars. And when the world, this human thing, turns and sets its face upon itself, and views with its own two eyes, this human thing. It becomes us, it becomes this. This Human Thing.
BACKGROUND Industry
• Circus/Theater/Entertainment
Strategy
• Static, self-contained • Multiple nodes • Northeast North American territory • Trading shows every 6 months • Releasing new content anually
Key Competitors:
• Cirque Du Soleil: static & touring, self-contained • Ringling Brothers Circus: touring, self-contained • Palace Theater: static, hosting
BRAND PILLARS Inspiring: Contemporary,
innovative, surprising
design should be: intrigueing, mysterious, fresh
Accessible: Reliable,
humble, fun, not pretentious
design should be: silly, absurd, emotionally relateable
Articulate: Sophisticated,
polished, intelligent, communicates
design should be: controlled, readable, narrative driven
Grand: Explosive,
thrilling, vivid
design should be: bold, colorful, dynamic, chaotic Fearless:
Cutting-edge, sometimes controversial, topical
design should be: unabashed, uncensored
BRAND FOUNDATION Human (Emotional)
Thing (Industrial)
Why • Production themes/genres meeting audience interests • Gives an emotional context to productions
Why • Contrasting the emotional context • Relating to the inherent man-made qualities
How • Character driven • Amorphous kinetic system
How • Urban crafted aesthetic • Introduction of industrial elements
MOOD Type
Image
• Serifa • Bold, geometric, industrial • Helvetica (For secondary,
• Illustrative • Seperation between physical productions and marketing • Mysterious • Vector based • Bold, colorful • Fun light-hearted
ancillary, contrasting type) Color
• Dark, mysterious • Subdued, unobtrusive • Secondary colors related to anatomy & metals Main
Secondary, sparse usage
MAIN ICONOGRAPHY
Marks should be used to emphasize the emotional context of productions. In cases where this emotional context is irrelevant the main mark should be used. Additional emotion marks can be introduced to the system for individual productions but they should maintain a consistent stroke on the exterior circle and should maintain the bold artistic vector style.
Main
Fear
Humor
Grief
ICONOGRAPHY CONTINUED Variations
Marks can be displayed with or without text. Text should fill at least half of the circle. Text can also be placed to the side where necessary.
HUMA N ENTER TA ING TH
HUMAN THING ENTERTAINMENT
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INCORRECT USAGE WRONG HUMAN G ENTERT IN A TH
Emotion marks, or marks incorporating text should never be used smaller than 2 x 2 inches. If a mark must be printed smaller than 2x2 use the main mark without text on the ring.
WRONG Marks should always be rich black. Do not change color or opacity.
WRONG Do not rotate the main mark. Emotion marks can be rotated but should not be upside-down.
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PATTERNS AND TEXTURES
Stripes
• Big Top • Contrasting • Industrial vs. Human • Clean & Rusted • Controlled backdrops
Metals
Stripes and metal textures can be used to amplify designs. When using type on stripes a lower contrast stripe should be selected. Metal textures can be smooth or rusted but should relate to the overall mood of producton marketing.
INCORRECT USAGE
Stripes should never be excessively thin or thick, they should be relatively proportional to the stroke of accompanying marks.
WRONG
WRONG
WRONG
RIGHT
Metal textures should not be used flat, they should be applied over text, backgrounds, or stripes on an overlay or soft light setting.
AUDIENCE TROUPES
Family troupes
• Supports theater towards family bonding • Seeks something for everyone
Friend troupes
• Supports the theater towards social merriment • Seeks entertainment
Socialite troupes
• Supports the theater towards social status • Seeks culture/quality • Considers self a connosieur
FAMILY TROUPE
Her troupe
Ringleader: Laurie
Mother Retired State Worker Tourist visiting area on family vacation Pleaser
• Seeking fun and bonding for her family • Children are grown • Open to experience but expects a tame environment with something for everyone • Needs an easy experience • Light computer user, connecting with friends and family • Seeks suggestions from residents for quality entertainment
FRIEND TROUPE
His troupe
Ringleader: David
Part-time student Bartender Resident of the area Assertive decision maker
• Thrill-seeker • Inspires his group to action • Wants to be surprised • Excited about new experiences • Doesn’t want to be coddled • Doesn’t need to be comfortable • Heavy computer user, gamer, technology user • Likely to visit the theater spontaneously
FRIEND TROUPE 2
His troupe
Ringleader: Eddy
Boyfriend School teacher Tourist to the area planning on visiting the theater Planner
• Seeks a memorable experience • Wants to be comfortable • Average computer user • Seeks an experience consistent with expectations • Wants to be cared for • Planned visit to the theater ahead of time
SOCIALITE TROUPE
Her troupe
Ringleader: BeBe
Entrepreneur Resident of the immediate area Trend-setter
• Has high expectations • Easilly off-put by unfavorable details • Unafraid of new experiences • Expects a unique and quality experience • Possible benefactor • Gives recommendations to social circle, doesnt require recommendations • Heavy communicator light computer user • Inspired by trends • Likely to visit the theater on opening night
AUDIENCE TROUPES Key Qualities Resident
Tourist
Planned
BEBE
DAVID
EDDY
LAURIE
Spontaneous
Key Environment: STREET More likely a repeat consumer
Key Environment: WEB
Higher expectations of in-house environment More likely to encounter web environment
More likely to make at the door puchases Less likely to encounter web environment Needs easy access
TOUCHPOINTS ENVIRONMENTS WEB
IN-HOUSE
EDDY
BEBE
DAVID
EDDY
• Experiencing
• Physical • Personable
• Inciting Interest • Indirect
STREET
BEBE LAURIE
• Synergy • Total Experience
STREET ENVIRONMENT
THING AN
EN INMEN RTA T TE
• Arresting attention • Inciting interest • Prompting action
HU M
Main Goals:
T ... D
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Touchpoints:
HOUGH TI SD EA
HUMAN TH
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CE THE P H EN RI
ENON A T OM EN
EXP E
• Show posters (2) defining the shows • Take away (1) inspire information seeking
ANTHING. O UM H
AGES
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CE THE IEN PH ER
T MAN HING . HU
Human Thing Theaters • New York and Montreal 613 8th Street 6214 Roseland Avenue New York, New York, USA Montreal, Canada
OMENON A T EN
EX P
18+
WEB ENVIRONMENT
Main Goals:
• Providing information • Accessing company • Digital Experience Touchpoints:
• Website (1) online presence • Interactive content (within website) preliminary experience
IN-HOUSE ENVIRONMENT
Main Goals:
• Providing a memorable experience • Entertaining • Inspiring return visits Touchpoints:
NS O
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YOUR CODE: BGT43251SV
HUMAN
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ODE ONLINE A IS C TH TH UM
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TO SE E A .ORG SN NG EA HI K NT A
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• Tickets (1) because its fun • Take-away Coaster (1) set up to future productions
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SYNERGY
Ideal Audience Interaction moves from one environment to the next seamlessly. Touchpoints from one environment lead into content in the next. In this way the audience develops a complete experience of the company, recognizes a pattern and finds consistency for similar experience in return visits. Ideal Interaction is a circular, never-ending system.
THING AN M
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OMENON A T EN H
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POSTER 1
AGES
18+
• Street environment • Will be the first interaction for many residents and some tourists to the area • Prompts information seeking and leads users into the web environment through take-away materials and a QR code • Marketing for each individual show branches out on the established corporate brand. The corporate brand is used to house the marketing of the individual production
POSTER 2 HUMAN
TH
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Human Thing Theaters • New York and Montreal 613 8th Street 6214 Roseland Avenue New York, New York, USA Montreal, Canada
OMENON A T EN
EX P
NTERTA GE IN IN CE THE IEN PH ER
• Street environment • Two shows are run at Human Thing theaters at a time, the marketing of these shows can be different in concept but should be relatable in style and layout of the two posters • These posters are one sample of a layout, future posters can be different in style and layout but should maintain a bold vector illustration style • Vertical format plays with the human proportion
EX P
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OMENON A T EN
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TAKE-AWAY • Street environment • QR code allows users with code-reading devices to access the website • Custom sticky notes can be peeled off of the poster allowing users that do not have code-reading devices to take the URL with them • Posters should be hung so that these elements are easilly accessible around elbow to chest level
MANTHING . HU
WEBSITE • Web environment • Targeted primarily towards tourist category • Design interventions allow for users to invite and communicate with friends, purchase tickets, and gather information on productions • Content is developed to follow the street environment through an interactive version posters • Interaction is extremely guided to ensure users who are not techies have an easy experience
FINAL INTERACTION SCREENS
FINAL INTERACTION SCREENS
FINAL INTERACTION SCREENS
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Human Thing reserves the right to refuse admission or eject any person whose conduct is deemed by management to be disorderly or malicious, or who fails to comply with the rules, regulations or the terms and conditions herein. Violations of these conditions revokes the liscense granted herein and may subject you to eviction without refund. You assume all risk and danger incidental to the performance whether occuring prior to, during or after the performance, including but not limited to being injured by theatrical equipment such as props, chairs, or other thrown or kicked items. You also agree that Human Thing its performers and staff are not responsible for or liable for any injuries to you resulting from such causes. Any ticket not purchased through Human Thing or its authorized agents is not considered valid and the holder may be denied admission or ejected. Tickets canot be used for third party contests or sweepstakes without the prior approval of Human Thing.
Human Thing Theater 905 East Main Street Toronto, Canada
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• In-house environment • Old-style tickets printed in a reel perforated at tips • Provides a free souvenir from the production as something that can be kept to remember the experience • Design allows for long individual names allowing the tickets to be produced quickly without error • Ancillary information is kept to the back of the ticket to allow the front to remain as clean as possible • Barcode allows for quick registration at the door
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COASTERS
HUMAN
G ENTERT IN A TH
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YOUR CODE: BGT43251SV
TO SEE AS .ORG NG N E HI AK NT A
ODE ONLINE A IS C TH H T UM M EE
• In-house environment • Designed as a take-away for audience members leaving the theater • Returns users to the web environment to recieve a sneak peak of upcoming productions • As a functional object provides greater returns on keeping and using the code • Doubles as free souvenir from the experience
T YEARS P NEX RO D OF U CT AK I PE