KC* Brand Book

Page 1






MEET THE MILLENNIALS.*

*MILLENNIALS: THOSE PESKY 18-34 YEAR OLDS THAT ARE ALWAYS ON THE INTERWEBS.


BEN GIBBARD

ALEXANDRA JONES

SHERRI SMITH

Ben is a 32-year-old male who is currently a Father to two

Alexandra is a 23-year-old grad student at the University of Sherri is a young lawyer in Kansas City working in an

children from his lovely wife, Annabelle. Ben loves his job-

Missouri Kansas City. She is studying Exercise Science and attorny’s office. She is passionate about advocating for

he works as an architect in Kansas City and spends most

was in a popular sorority in undergrad. Alexandra loves to

other individuals in hopes that she can make a difference

of his free time wrapped up with the kiddos or watching his

talk about ccelebrity gossip and the latest top 40’s music

in people’s lives. Due to her busy work schedule for her

beloved Cowboys. Ben is a dedicated and loyal friend and

hits. She loves going out on the town, getting dressed up,

budding career, Sherri needs to spend every spare moment

tries to hangout with those friends as often as possible,

and being fit. Alexandra watches Sex in the City reruns on

either sleeping, eating, or researching for her job. Sherri

even though he’s so busy. He definitely has a dry sense of

Netflix because they’re just to die for. She is very confident, usually shops at The Banana Republic, the Gap, and Ann

humor, so he loves shows like The Office and Parks and Rec.

loves her quirky personality, and loves to goof off and have Taylor Loft. Whenever she does have free time, she hangs

Ben can’t seem to find time to know what’s going on with

fun. Alexandra have some spare time but is not big on the

out with friends from college, and helps out as much as

the world due to his busy schedule. He’s not a huge news

news because it seems like everything is depressing and

possible around the local KC community. Sherri would

person, not because he doesn’t want to be but because he’s

doesn’t seem relevant to her life.

definitely read the news more often if it didn’t come from

just too busy to sit and read long articles.

such a biased viewpoint. She likes to be able to get the facts and then interpret them on her own.


Commonality?

NONE OF THEM MAKE TIME FOR THE NEWS.* Let’s face it ladies and gents, we’re always plugged in. Whether it’s buzzfeed, face-

book, twitter, pinterest, linkedin, or instagram, some kind of wifi is always being used on our phones, tablets, and laptops. Amongst all the social fun, we millennials have totally forgotten about the news.


*HOUSTON,

WE HAVE A PROBLEM.


*EVEN OBAMA IS BORED.


WHY?

The news makes us seriously unhappy. 1. It is stinking depressing. 2. It’s boring. 3. It’s irrelevant or uninteresting to me. 4. I don’t have time to sift through it all. 5. I don’t care about the news.


SO WHY DO WE EVEN NEED THE NEWS?* most * The violent element in society is ignorance.

-Emma Goldman


WHY PAY FOR IT?* *As a civil obligation, we have to feed the journalists.



TIME TO WAKE UP & SMELL THE COFFEE.

WELCOME TO ADULTHOOD, YA’LL. But don’t worry, KC* gets that this is America for Pete’s sake, and that we millennials are freaking busy and we bore really, really easily. They know what we mean when we say that we don’t want to see that grumpy, no-good, biased poo that is on every other news channel. We want a news station that fits us, engages with us, yet still informs us as quick and easy as possible.

THEY KNEW MILLENNIALS NEEDED A NEW WAY OF DOING THINGS, SO THEY GAVE US ONE.*


THE ONLY NEWS OUTLET NEWS REPORTS PER USE IN KANSAS CITY WHO WA PERSONAL INTERESTS AN NEWS IN A WORLD FULL AND DOWNRIGHT DEPRE


Your city, your news, your way.

THAT INDIVIDUALIZES ER FOR MEN & WOMEN ANT TO EASILY EXPLORE ND SCAN RELEVANT OF BIASED, IRRELEVANT, ESSING NEWS.


YOUR


R CITY



THIS IS YOUR CITY.*


YOUR


NEWS


NEWS THAT’S RELEVANT TO YOU, PERSONALLY.



YOUR


R WAY


CUSTOMIZE YOUR NEWS TO YOUR INTERESTS.




BENEFIT Provide relevant news and participatory social outlet for people of KC.

POSITIONING KC* is designed for the busy millennial: the ones that don’t have the time but still want some info.

STYLING KC* is simple, minimal, straightforward, light, fun, optimistic, cool, raw, real.

ENGAGE CONNECT INFORM

MISSION To inform and connect KC locals and help them to feel involved in the thriving KC community.

VISION All people from KC should know news and talk/connect with each other through it.

VALUES KC* is relable, honest, open, sarcastic, happy, easy going, funny, optimistic, visionary.



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SO SAY HELLO TO THE NEW KC* Inspired by and designed for the millennial generation. <3


*AND GO ON WITH YOUR BAD SELF,

YOU MILLENNIAL, YOU.





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