DREAM Brand Book & Assessment Portfolio Jessica Wood s5022740
The Vision The Dream Map is a new, uniquely different way for you to chart your dreams and travels from around the world. It is the first art piece to provide you with a complete map of the world, or if you prefer your favorite continent. The Dream Map is a fully customisable map of the world for you to proudly display on your office or living room wall. It will quickly become the focal point and a topic for conversation when people see this unique piece of the world with your pictures taken during your travels. If you haven’t been anywhere but aspire to go different places, chart them on your Dream Map in anticipation of your next big adventure.
My vision as The Dream Map will be carried out by helping you showcase your most treasured memories of your travels. Use The Dream Map and its’ unique accessories to customize your map. Having a product that creates a new experience for the customer allows for a great marketing strategy. The Dream Map is not something that you could go out and purchase, it is new, exciting and creates a platform to display where you’ve been or want to go. The jewelry associated with it has a handmade touch which allows for everyone to have a truly one of a kind piece. You can then decide to share this experience and memory with another or keep it for yourself.
Concepts & Development
Initial Idea As a passionate traveller and photographer, I wanted to create a product that I sought after myself. After my product pitch and the feedback I gained, I decided on the initial product, the ‘Memory Map’. I wanted to work on creating a product that wasn’t available, to fulfill my hopes of having that product and to be able to make it for others. I then set forward to create a product that could be desired by many and could be extended into a larger product range. To continue the process of production of the map I needed to conduct market research. To do so I had created a refined mock-up to collect survey data. By showing a rough version of what the vision of the map would be, this can help the customer to envision the possible product.
Using this to gain the market feedback was very successful in figuring out what the target market wanted most. The average age was 18-34, with 90% saying they would purchase this product. The majority said they would prefer a plain metal or black colour for the wire. Preference also fell toward having the full wall map set with different options available for purchase. This is what drove me to create something that was customisable, people were interested and wanting different options of a product like this, but there wasn’t anything available.
Product Development For actual product development I wanted to create a full wall map set to show. I then did research into sizing, ways to create the product, and things I needed to move forward. I decided to create a blueprint method to create the map. This meant creating a full size print of the actual size of the map (shown in the right column) on size B0 paper. I made sure to get the proper supplies for production; large wire, small wire, tools, magnets, glue, etc. After all the supplies were ready, I started construction on the individual pieces of the map on top of the blueprint as a guide. Complications that resulted were the physical construction of building the wire pieces. The wire was very hard to bend and construct, which did result in the pieces varying in shape slightly from the original blueprint.
This meant adapting to the changes and results in one of a kind handmade pieces for The Dream Map.
Completed Map Once the map was completed I moved on to the naming and decided on, The Dream Map. It can then be sold mutiple ways depending on the custom order. The whole set (shown to the right) is available for $200.00 dollars. If people want they can purchase Dream Map sections for the pricing below. 1. North America set $65.00 2. South America $30.00 3. Africa $30.00 4. Europe $30.00 5. Asia $65.00 6. Australia / New Zealand  $25.00 Also available is custom requests for versions of specific locations that are larger and different sizes.
Jewelry The Dream Map necklaces and bracelets will be handmade out of small thinner wire. Each will feature a different location from The Dream Map, and will allow customers to request customisable jewelry for order. I started by taking the main blueprint map pieces and shrinking them down to the jewelry sizes. Each jewelry piece is constructed by referencing the paper blueprint and then tied with twine. No necklace is ever the same and each piece is completely unique for the customer. People can request their own location; whether that be where they live, want to go, or have been. This can be something completely new and can make for the perfect souvenir gift.
Products
Product Range : The Dream Map is the first and main product, it aims to fill a current void in the market. Now you can create your personalized Dream Map to display on your wall. Making a product that is unique and can be customized by each and every owner. It becomes a very personal product to the consumer and can then be shared with others to see your Dream Map. Where do you want to travel, explore, photograph? Where have you been, what have you seen? Now you can display that for all to see and create a one of a kind conversation piece. The Dream Map can document your travels or the destinations you inspire to see.
DREAM MAP
Dream Map The Dream Map aims to help you display and organize your personal memories in a new and innovative way. Whether you’re a world traveller, or want to plan out your future dream destinations, this provides you an exciting and creative way to showcase it. The Dream Map and related accessories are unique, handmade products; that will unleash and inspire the wanderlust within you. Let your treasured memories from your travels become the focal point of countless conversations, all from the comfort of your own home. Decorative wall art as it was meant to be. Easily hang your photos or memorabilia from trips you have taken on it with magnets, that you can purchase on the website. Let The Dream Map be your new conversation decor piece; proudly display your photos and travel inspirations.
A single picture frame with a collage of photos from a recent trip can be a conversation starter for sure. But will you do a new one for each and every trip you take? Will you change out the pictures in the current one, each time you come back from a trip? The Dream Map is the perfect solution, and can also help to inspire all those who wish to travel. As you can see in the close up shot to the right each piece is carefully bent out of wire. Handmade and unique shapes for the world map, hung with small invisible hooks, that leave no mess.
Product Range : Once you purchase your Dream Map and are looking to hang photos on your map, use our photo frames. Printed on brown paper, there is a natural and recycled feel to the frames. You can choose between different style packs and two different quantity packs. Frames available are: • • • •
Dream Map Classic Set Inspiration Set Write Your Own Set WWF Charity Set
Packs available are: • Pack of 4 $ 5.95 • Pack of 8 $ 7.95
FRAMES
Photo Frames Dream Map Classic Set
Inspiration Set
Write Your Own Set
WWF Charity Set
Product Range : In the jewelry range customers can choose one of The Dream Map locations that have already be shown on the website. If they don’t see their dream location they can request their desired location, which then results in a unique piece for them. All handmade necklaces and bracelets will be $15.00 excluding the WWF special campaign set with necklace and bracelet for $30.00 that comes with a free 8 pack of WWF picture frames for the map.
JEWELRY
Jewelry
Australia
Africa
South America
Canada
Greenland
Europe
New Zealand
WWF Special Campaign Set
Brand Guidelines
Logo Development the
DREAM map
the
DREAM map
the
DREAM map
DREAM
DREAM
DREAM
DREAM
DREAM
Typography For the font choice I’ve gone with an all caps font for headings that is the same as the logo type for DREAM. This ties the brand in with the logo and creates a fun and creative feeling to the look. Anago will be for all supporting text with its web safe attributes and many styles. When using Amatic, headings will be done in Amatic Bold and will have a larger (capitalised) first letter. The rest will be typed in lower case which will make it slightly shorter, while still being in all caps. For body copy Anago Book will be used with Anago Bold for headings.
AMATIC
abcdefghijklm nopqrstuvwxyz ANAGO
ABCDEFGHIJKLM NOPQRSTUVWXYZ
Brand Photos The Dream Map aims to help you display and organise your personal memories in a new way. Whether you’re a world traveller or want to plan out your dream destinations, this allows for an exciting and creative way to showcase it. With my unique handmade products they can inspire the wanderlust within you. For online posts the brand photos will all follow the same look. Travel photo posts with the logo will feature an opaque bar running through the middle with the logo on top. If this is not being used, a full opaque box will be shown over top of the image. The logo can be placed in the centre or corner of the images dependant on what is best suited.
Inspiration brand photos for promotion will feature text written in the Amatic typeface. These can include quotes or travel sayings in the middle of the images. These will then be used online on social media sites such as instagram. The logo will be used in black or white on top of the images, whichever is best for the readability. If the logo is used in different colours the primary other logo colour is #77bcba. The only other colours the logos can be in is from the colour palette.
Colours The colour palette is based off of earthy desaturated tones. This keeps to the natural and homemade nature of the brand. It encompasses the cool laid back essence of The Dream Map, but allows for slight pops of colour throughout their online social networks. The brown paper colours will also tie all the different brand elements together. These colours have also been tested printing on the brown paper to make sure it’s the right tone once applied. The primary colour for the brand in the turquoise #78cbb. Logos will normally only be in black, white, or the Dream Map Turquoise. If the logo looks to harsh in black, it can then be applied in the dark grey, #595959.
Frames are printed in the turquoise and green colours. Brand photos for online and social media can also include the purple and wine colours. The light grey is used for most product backgrounds. All other backgrounds should be light or natural looking.
#78bcbb
#78ba87
#b178b3
#e0e0e0
#595959
#000000
Turquoise
Light Grey
Green
Dark Grey
Purple
Black
#b27996
Wine
Online Presence Creating a brand that is based around travelling and photos means it is very important to be on social media. This can create large amounts of buzz on the products through photo posts and gaining a following through hash tags. The current personalized hash tags that The Dream Map is using are; #TheDreamMap, #DreamMap and #travelforWWF. The Dream Map is on: Twitter - @thedreammap Facebook - https://www.facebook.com/TheDreamMap/ Instagram - @thedreammap The products are available for purchasing on Etsy, until the website is completely finished.
Twitter & Facebook
Etsy & Instagram Etsy is a great community for The Dream Map to be on for our handmade, unique products. Being part of a community that values handmade products increase the appreciation for the one of a kind products. The Dream Map wall piece, Photo Frames, and Jewelry is all on the online Etsy store. For the uniqueness of the products I am working with, I think instagram is one of the most important marketing social platforms I can be using. It is so easy to attract attention from people all over the world, and their common interests through the use of proper hash tags. Frequent posting is key to keeping a constant stream of action on the products, and creating a sense of community.
https://www.etsy.com/au/shop/TheDreamMap
Website
Home Page Home page with parallax scrolling
About Rotating header image bar
Products Products displayed under 3 main headings
WWF Campaign Landing Page WWF Campaign information page
Stationery & Packaging
Business Cards The brand values of The Dream Map focus on laid back colours and rustic feeling papers. I want the handmade feeling of the products to follow through the branding of the products. Letterpress business cards and the use of brown paper throughout the packaging keep with a consistent look.
Stationery Notebooks, tags, pins and buttons, fit into the look and feel of The Dream Map brand. Printed on brown paper and allowing for future use, makes for another element which can be sold as an additional product. To go with the stationery I also have two stamps. One with the full logo with the map, and one with just the word mark logo. These are used to stamp packaging and promotional material. They can also be used to produce the notebooks and other products of the same sorts.
Dream Map Packaging All packaging for The Dream Map will be using brown paper boxes, brown paper card stock, and twine. Products inside will be packaged with tissue and brown paper wrapping. Small tags will come with each large box to let each customer know what is inside their box. These packages vary in size for delivery, depending on what product they are ordering. There are small packages for the jewelry and accessories, medium packages for individual map pieces, and large boxes for the whole Dream Map set. The idea of the flap boxes is that they can be reused after opening and don’t have to be thrown out. These boxes are simple and look clean in design. People can use them to store accessories for their map or photo different options.
Jewelry Packaging For the jewelry the necklaces and bracelets can both be packaged in the small pillow boxes. They will be stamped with The Dream Map logo and have the jewelry wrapped inside. These boxes are great for sending such small items because they fit the products, while keeping small measurements for shipping costs.
Market Stall Concept As a customisable product, The Dream Map wouldn’t have a retail store front. This being said for special events, or charitable events of relation, there is potential for a pop up market stall.
Small products that are easily transportable and easy to pull out for the stall. The Dream Map itself would be too hard for set up and transport. There could be a large printed photo of the map as a backdrop for the stall.
This would include products such as:
The main feature of the stall would be the secondary product; the necklaces and bracelets. People could purchase locations that were already made, or put in a request for their own.
• • • • • • • •
The Photo Frames Inspirational photo cards Markers to show where you want to travel Hanging hooks Magnets Notebooks Pins Bags
Campaign Partnership
WWF Campaign The Dream Map’s campaign with WWF is kicking off with a social campaign called, Travel for WWF. This is to encourage users to share their photos and ‘Dream Map’ with the hash tag #TravelforWWF. Marketing items will include; tags, pins, photo phone cases, notebooks, photo frames, and a special edition jewelry set will be available for purchase with proceeds going to WWF. There will be a press release to announce the online campaign. It will disclose that the Dream Map is supporting the World Wildlife Foundation encouraging others to share why you travel and include the hash tag: #travelforWWF to spread awareness. The top 10 shares will also receive a special edition Dream Map WWF jewelry set. Customers who decide to purchase the jewelry set, can be proud to know that 50 percent of the profits go to WWF. When
purchased the sets will also include a free WWF frame set for their Dream Map photos. The press release, as pictured to the right, can be sent out to radio stations, TV news stations, etc. This can reach a broad audience while only having to go to a few outlets. The campaign will be running until we hit 2,000 posts, so that we can create buzz on the topic and get people talking about it. The awareness can hopefully direct people to donate either through The Dream Map or WWF directly.
Photo Phone Cases Specialized notebooks and photo phone cases can also be purchased online. The phone cases will help to show the customers the animals around the world that they can be helping, and open the opportunity to create discussion about the topic when people see their cases. Customers could adopt an animal and then display it on their Dream Map. There are so many options to give back and help conserve our wildlife. These cases can help give them a reminder and also remind others who see their case.
Jewelry Set The top 10 shares of the social media campaign will receive the special edition Dream Map WWF jewelry set. Don’t worry too much though if you don’t make it in the top ten. You can still purchase the set, with 50 percent of the profits going to WWF, and it also includes a free WWF frame set for your map photos.
WWF Photo Frames Specialized frames can be purchased online and used to frame any customers’ photos. This means that every time they see the frames it will remind them of how they’re helping the wildlife. The Frames will be available in the 2 colours and 2 frames in each pack. Available in the regular, 4 and 8 pack sets with proceeds going to WWF.
#TravelForWWF If the campaign grows into a global endeavor it can be carried out in simplistic posters to attract the eye in an intriguing way. That can be done through a poster series and large billboard advertisements including the hash tag. The means of this hash tag is to create awareness for WWF by engaging travellers from all around the world. Using the campaign on instagram takes advantage of the free online advertising of everyone else sharing the same hash tag. Extra special edition items can include natural drawstring bags and basic relaxed t-shirts. This will feature the full Dream Map logo, and the WWF logo.
WWF Website Page The Dream Map is proud to partner with the World Wildlife Foundation for their cause related marketing campaign. I am an animal lover and have a strong passion for animal photography. The website will feature some of these images and encourage others to put their images on their Dream Map. The Website will have a rotating banner that features a Dream Map version with WWF marketed frames, and the products they can purchase to support.
The Dream Map
Thank You Major Studio Project 3603QCA