Kaylee Cart / VISC 202
PROCESS BOOK: BORING COMPANIES
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Kaylee Cart / VISC 202
MY COMPANY: STANDARD BATTERY, INC.
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BRAINSTORMING
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Standard Battery, inc started as a small business but is quickly growing into multiple franchises. Business owner, Kathy Jones grew up watching her father, a mechanic, always fixing cars. She quickly became interested in cars as well. As Kathy’s knowledge of cars grew, so did her passion for them. While supporting herself through college, she began a side hustle of selling car batteries out of her garage. Eventually that side hustle turned into what is now known as Standard Battery, inc. Kathy’s 2 roommates from college went in with her in 2012 to open their first store front. Standard Battery, inc found instant success and began expanding to multiple stores across the Kansas City area. The fully female owned business now has 12 operating stores.
BRIEF HISTORY
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“Made just for you” “We’ll beat all your standards” “One battery, a life time of service” “Charge your battery, charge your future” “Nothing runs without a battery” “We deal with it like it is our own”
POTENTIAL SLOGANS
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MOOD BOARDS: ROUGH
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EMPOWERMENT
MOVEMENT
RADICAL
OUTSPOKEN
For this female-owned small business, bringing the bright & feminist look to the company could really allow it to stand out. Often times women get taken advantage of by mechanics & car part salesmen so reclaiming this predominately male field could be a great look for the brand. This concept would highlight the power of women and bring lots of color to the brand.
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ELECTRIC
BRIGHT
EYE-CATCHING
BOLD
This concept is all about being electric & eye-catching. Inspired by the electric component of car batteries, using neon signs around the storefront & throughout the whole business model could emphasize the power of not only the products themselves but also the small business as a whole.
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FAMILY VALUES
COMMUNITY
TIMELESS
BELOVED
Because the owners developed a love for cars at a young age, the company could be branded to reflect these hometown values. Using photographs of the owners working on cars when they were younger & relecting the strong family & community that Standard Batteries represents.
Kaylee Cart / VISC 202 / Nov. 5
MOOD BOARDS: REVISIONS
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EMPOWERMENT
MOVEMENT
RADICAL
OUTSPOKEN
For this female-owned small business, bringing the bright & feminist look to the company could really allow it to stand out. Often times women get taken advantage of by mechanics & car part salesmen so reclaiming this predominately male field could be a great look for the brand. This concept would highlight the power of women and bring lots of color to the brand.
Kaylee Cart / VISC 202 / Nov. 5
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ELECTRIC
BRIGHT
EYE-CATCHING
YOUNG
GIRL-BOSS
This concept is all about being electric & eye-catching. Inspired by the electric component of car batteries, using neon signs around the storefront & throughout the whole business model could emphasize the power of not only the products themselves but also the small business as a whole. Additionally, the use of bright neon colors could help to draw a younger, more modern crowd.
Kaylee Cart / VISC 202 / Nov. 5
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FAMILY VALUES
COMMUNITY
TIMELESS
BELOVED
Because the owners developed a love for cars at a young age, the company could be branded to reflect these hometown values. Using photographs of the owners working on cars when they were younger & relecting the strong family & community that Standard Batteries represents.
Kaylee Cart / VISC 202 / Nov. 10
CONCEPT SKETCHES
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EMPOWERMENT
MOVEMENT
RADICAL
OUTSPOKEN
For this female-owned small business, bringing the bright & feminist look to the company could really allow it to stand out. Often times women get taken advantage of by mechanics & car part salesmen so reclaiming this predominately male field could be a great look for the brand. This concept would highlight the power of women and bring lots of color to the brand.
Kaylee Cart / VISC 202 / Nov. 10
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1
EMPOWERMENT
MOVEMENT
RADICAL
OUTSPOKEN
For this female-owned small business, bringing the bright & feminist look to the company could really allow it to stand out. Often times women get taken advantage of by mechanics & car part salesmen so reclaiming this predominately male field could be a great look for the brand. This concept would highlight the power of women and bring lots of color to the brand.
Kaylee Cart / VISC 202 / Nov. 10
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ELECTRIC
BRIGHT
EYE-CATCHING
YOUNG
GIRL-BOSS
This concept is all about being electric & eye-catching. Inspired by the electric component of car batteries, using neon signs around the storefront & throughout the whole business model could emphasize the power of not only the products themselves but also the small business as a whole. Additionally, the use of bright neon colors could help to draw a younger, more modern crowd.
Kaylee Cart / VISC 202 / Nov. 10
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ELECTRIC
BRIGHT
EYE-CATCHING
YOUNG
GIRL-BOSS
This concept is all about being electric & eye-catching. Inspired by the electric component of car batteries, using neon signs around the storefront & throughout the whole business model could emphasize the power of not only the products themselves but also the small business as a whole. Additionally, the use of bright neon colors could help to draw a younger, more modern crowd.
Kaylee Cart / VISC 202 / Nov. 10
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FAMILY VALUES
COMMUNITY
TIMELESS
BELOVED
Because the owners developed a love for cars at a young age, the company could be branded to reflect these hometown values. Using photographs of the owners working on cars when they were younger & relecting the strong family & community that Standard Batteries represents.
Kaylee Cart / VISC 202 / Nov. 12
DIGITAL CONCEPTS: ROUGH
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1.
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2.
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3.
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3 CONCEPT PRESENTATION: ROUGH
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My girl wove six dozen plaid jackets before she quit.
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Five quacking zephyrs jolt my wax bed.
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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Charter Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Century Gothic
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We will deal with it like it is our own.
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3 CONCEPT PRESENTATION
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I’m feeling extra positive today. Shop Standard & you’ll feel this way too.
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Electrifying deals that will bring your car back from the dead.
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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Charter Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Century Gothic
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REFINED CONCEPT/IDEAS
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I’m feeling extra positive today. Shop Standard & you’ll feel this way too.
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MORE BRAND REFINEMNT
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I’m feeling extra positive today. Shop Standard & you’ll feel this way too.
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Kaylee Cart / VISC 202 / Dec. 3
BRAND UNIFORM
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STATIONARY
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Overall I really enjoyed this project. I think it was a really great way to get started with the mechanics of branding. It is also very cool to see how far my brand has come since the inital mood boards and sketches. Out of all the projects in this class this semester, I think this is the one where I have grown the most as a designer. This bold and bright brand is very much outside of my comfort zone and it was hard to push myself to try something new. However, I am very glad I did as the final result is something I am very proud of.
FINAL