VISUAL STRATEGY GUIDE
VISUAL STRATEGY GUIDE
Logic will get you from A to B. Imagination will take you everywhere. —Albert Einstein
VISUAL STRATEGY GUIDE
Table of Contents
C.01
C.02
WHO ARE WE?
WHAT'S NEW ?
Coleco Industries., Inc.
08
What are we going to do?
19
Our History
10
Keywords
19
Our Soul
15
Brand Visualization
20
Our Mission
15
Who is Our Target Audience?
24
TABLE OF CONTENTS
C.03 OUR COMPETITORS
Our Competitors
36
Current Competitors
38
Adjust Competitors
40
Aspirations Competitors
42
C.01 : WHO ARE WE?
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C.01 WHO ARE WE?
Coleco Industries., Inc. Our History Our Soul Our Mission
08
Coleco Industries., Inc. (Brand Introduction) Coleco Industries., Inc. was an American Company founded in 1932. It became a highly successful toys company in the early 80s, and Coleco was well-known because of ColecoVision; home video game console and Cabbage patch kids. Coleco produced many products which is unsuccessful, and they got bankruptcy in 1988. Coleco Industry, Inc. was founded by Maurice Greenberg in 1932. Before becoming the game company, Coleco was selling shoes and leather supplies for shoe repair shop under the name; Connecticut Leather Company. After the world war II, Coleco became the highest successful, and they started selling hat cleaning supplies. In 1954, Coleco jumped into a toys business and wading pools. The company became bigger, and they sold the leather business. After that, they bought Kestra Cooperation, and Coleco became a world largest wadding pool company. In 1976, Coleco entered into video game business with Telstar. In 1982, they introduced ColecoVision to the world. Coleco became famous because they sold ColecoVision more than 500,000 in only 2 years. After all, Game console business became to implode. Coleco tried to sell Coleco Adams which can make ColecoVision be a home computer, but it created many problems. It made the company lost a lot of money. In 1988, Coleco, Inc. disappeared because of bankruptcy.
VISUAL STRATEGY GUIDE
C.01 : WHO ARE WE?
04
10
VISUAL STRATEGY GUIDE
Coleco 's History (Brand Timeline)
They were successful in
Coleco became the world
leather business, and they
largest pools and toys com-
started selling hat cleaning
pany because they bought
equipment business.
Kesteral Corporation.
1932
1957 1945
Coleco founded in 1932 as an American Leather Company.
1963
Coleco jumped in to toys market, and started selling wadding pools and plastic toys.
C.01 : WHO ARE WE?
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Coleco entered the snow-
They introduced ColecoVision
mobile market. Snowmobile
to the world, and it was sell-
business failed because of
ing 500,000 units over two
poor snowfall.
years.
1970
1976 1963
The difficult years of Coleco, Inc
1982
Coleco entered video game
after they went into New York
business with Telstar, and
Stock exchange.
they focused on a handled electronic game such as MiniArcade Series; Donkey Kong and Ms. Pacman. They also created Electronic learning Machine; Quiz Wiz and Lil Genius.
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VISUAL STRATEGY GUIDE
From the Coleco Adam problem, Coleco failed for bankruptcy, and they sold all of business in North America.
1983
2005–NOW 1988
River West Brands re-introduced the Coleco to market place by selling Coleco Sonic; a phone system. In 2015, Coleco tried harder to create a game console that can When Video Game business became to implode, Coleco introduced ColecoAdams the home computer accessory for Coleco Vision to the world, but it failed.
play new game and pixel game, but it failed again.
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VISUAL STRATEGY GUIDE
C.01 : WHO ARE WE?
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What make us difference? (Unique Selling Point ) Coleco produced games and toys based on fairy tale, and they also sold toys from TV show calls; Cabbage Patch Kids,and it made a lot of money for Coleco.
Our Goals (New Mission Statement) After we have known that Coleco sold many toys and games based on Fairy Tale, so our goal is to make imagination become a part of real life through fun.
VISUAL STRATEGY GUIDE
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C.02 What's New?
What are we going to do? Keywords Brand Visualization Who is Our Target Audience?
C.02 : WHAT'S NEW?
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VISUAL STRATEGY GUIDE
C.02 : WHAT'S NEW?
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What are we going to do? (Re-branding Objective) We believe that we can help our target audience get extra experiences through fun with their imagination. We are here to make those imagination come true.
Words that make us stronger. (Keywords) FANTASY
As we've known, Coleco was unique because we sold toys and games based on fairy tale, so this word becomes an important word for our company.
FUN
We sold toys and games that made players had fun, and this word becomes a word that can make Coleco gets stronger.
REALITY
Because everything happens in the real world although we play a game in a fantasy world, we control it by our hand.
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We were ... (Brand Visualization : Past)
VISUAL STRATEGY GUIDE
C.02 : WHAT'S NEW?
COL ECO
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We will become... (Brand Visualization : Future)
VISUAL STRATEGY GUIDE
C.02 : WHAT'S NEW?
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COLECO
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Our New Target Audience (Persona) Coleco Industries., Inc. has a new target audience because we will not sell toys and games anymore, and we focus on the dream of our target audience.
01. THE SUCCESSFUL DREAMER There are many people who are successful in their career, and they can achieve another dream quickly because they have time and money. This is the one of the target audience that they will interest in our brand. 02. GOT A DREAM JOB When we were young, we have a dream, and this group of people got their dream job when they've grown up which is mean they can travel because of their job. 03. WE ARE DREAMING. The group of people that they are dreaming and thinking about what their dream looks like, and they have tried harder to achieve that dream. 04. NO DREAM No dream is a group of people who work a lot or who enjoy their real world, and they don't need to dream because they think now the life is good, and they don't need something more.
VISUAL STRATEGY GUIDE
C.02 : WHAT'S NEW?
VISUAL STRATEGY GUIDE
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DANE WILSON (The Lucky Success)
TRAITS
Gender : Male
• He wanted to be a celebrity chef when he was young
Age : 35 Years old
because he liked to help his mom when she was cooking.
Status : Marriage
• He has been to Africa many times because he loves wildlife.
Dream Trip : Africa
• Every Friday, he always goes to hike because he like fresh air. • He always plays puzzle games on his phone because he thinks that will protect him from Alzheimer. • He loves to watch Indy Movie because he can think about the
Dean is the lucky successful businessman from selling snack. He didn't come from a rich family when he was a teenager, he worked as much as he can. After he became a successful businessman, he wants to take a break and he starts traveling around the world.
ending scenes in his own way. • He likes to sit and watch News on TV because he likes to know that how many things happen around the world. • He likes to eat with his family at lease one a week because he thinks family is the most important thing.
C.02 : WHAT'S NEW?
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LILY MILLER (The Early Retire)
TRAITS
Gender : Female
• She wanted to travel around the world when she was young,
Age : 45 Years old Status : Single Dream Trip : Paris
so she always travel when she has free time. • Japan is her favorite country because she thinks Japan has a unique culture. • She loves to take a picture when she goes to travel because she thinks that is the best way to keep memories. • She likes to play Sudoku because she can exercise her brain.
Lily is a successful person in her career, and she left her work life for traveling. Her dream is to travel around the world, and she likes to learn a different cook and reading.
• She loves to watch travel documentary because it always gives her an idea for her next trip. • She likes Romantic Movie because she believes in true love. • She loves to use her afternoon at the park because she loves the nature, and make she feels fresh.
VISUAL STRATEGY GUIDE
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ETHAN CLARK (The Beach Boy) Gender : Male Age : 21 Years old Status : Single Dream Trip : Maldives
TRAITS • When he was young, he wanted to be a Olympic Athlete, so he went to swimming class when he was 6 years old. • He likes to go to the beach when he has free times because it makes he feels relaxed. • He loves to surf because surf makes he feel energized. • He likes to play FIFA on Play Station 4 with his friend when they was coming to drink at his apartment.
Ethan just graduated from UCLA. He chose UCLA because he loves the beach, and he likes the city that has many activities to do. Now, he needs to find a job, but he thinks he should travel first because if he enters the work life, he can not travel as much as he wants.
• He is a sociable person, and he likes to go to a bar every Friday night with his friends. • He likes to watch Action Movie because he thinks its more fun than Romantic or Comedy. • He doesn't like art because every time he designs something it's always terrible.
C.02 : WHAT'S NEW?
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HARU TAKAHASHI (The Cabin Crew) Gender : Female Age : 25 Years old Status : In a Relationship Dream Trip : New York City
TRAITS • She wanted to be an angle when she was young because she think angle lives on the sky, so she becomes an airs hostess because she wants to live in the sky. • She has been to many country except NYC because she wants to come with her boy friend. • She has no time to play game because of her job. • She can speak four language, and it makes her happy when
Haru is an International Flight attendance from Japan Airline, Travel is her job because she has been to many places, but it took her only 1 or 2 days, and she has to go back to work again, so she doesn’t have to much time to travel, but see like to see the different place, and got the different experience.
she goes to travel. • She loves to watch Romance comedy Movie because it can make her cry and happy in the same time. • She's been to many place around the world, but no time for traveling because of her job. • She loves to shop because it will make she relaxed after work.
VISUAL STRATEGY GUIDE
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ALEX BROWN (The Famous Travel Blogger) Gender : Male Age : 30 Years old Status : Engaged Dream Trip : None
TRAITS • He had a dream which is travel around the world, and he makes his dream come true by using his job. • He loves to stay at home after he becomes travel blogger because he need sometime to stay at the place he loves. • He plays an Online game with friend because it can play everywhere in the world. • He loves Sci-fi Movie because He like to imagine about the
He is a Blogger who owns famous Youtube Channel that has more than 1 million s u b s c r i b e . Tra ve l i n g i s h i s j o b b e ca u s e a h ot e l o r t o u r i s m a t t ra c t i o n a l wa ys h i re s him to go to their place, and shows those place in his blog, and he gets a lot of money from traveling.
galaxy and place outside the world. • He's plan to marry next year, and he want to stop traveling for a while because he wants to stay with his girl friend. • He like to talk with stranger because he thinks that he can get a cool idea from them. • His Blog goes viral because he ate the most spicy noodles in the world.
C.02 : WHAT'S NEW?
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MAGGIE JOHNSON (The Party Girl) Gender : Female Age : 27 Years old Status : Single Dream Trip : Cruise Ship Party
TRAITS • When she was young, she wanted to be a princess and dresses like a princess, so she chose to be a fashion designer. • She's always busy, so she needs some vacation. • Go to the club every Friday is the best way for her to relax. • She loves to play a cooking game, but she can not cook. • Her favorite city is Paris because Paris is a town of fashion. • She likes to make new friend when she travels because she
Maggie is a fashion designer who love to go to the club and hang out with her friend when she has time. She feels relaxing when she got drunk, and she is a sociable person. She is social media addicted, and she always posts everything on her social media.
can learn something from people she meet. • She loves to watch New movies in the theater because she thinks a movie theater is a place that can show the most high-quality screen.
VISUAL STRATEGY GUIDE
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MARK LOPEZ (The Couch Potato) Gender : Male Age : 41 Years old Status : Single Dream Trip : Mars
TRAITS • He wanted to be an Astronaut when he was young because star war inspired him. • He always sits and watches TV after he comes home from work because he thinks TV can make he feels fun. • He doesn't play any games because he thinks he is too old. • He is a shy person and he doesn't like to talk with strangers because it makes he feels uncomfortable.
Mark is a genius who doesn’t like the outside world, and he likes to spend his time on his favorite couch with his favorite TV show. He thinks he doesn’t need to go outside because he can learn everything in his house because of the Internet and documentary.
• His favorite movie is Star trek because it fulfill his childhood's dream. • He doesn't like to go out side because he doesn't need spend a lot of money. • He drinks beer at his place every week end because that is the best way to relax himself.
C.02 : WHAT'S NEW?
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SUSAN LEE (The Workaholic) Gender : Female Age : 28 Years old Status : Single Dream Trip : The Business Conference
TRAITS • She wanted to be a super star when she was young because she wanted to be a billionaire and make her family happy. • She thinks travelling is unnecessary because she can relax at her home after work. • She wants to be a successful business women, so she works hard as much as she can. • She plays a puzzle game on her phone when she transports
She is a workaholic who loves to work all the time, and she thinks she doesn’t need to go to travel because she can find the happiness from working life. She starts working at 9 AM 12 AM, and she thinks sleep is the most relaxing thing. Her family wants her to stop working, but she can not do it.
because she's tried to relax. • She loves to watch Indy Movie because she can imagine the end of story. • She has no time to vacation because she wants to focus on her work. • She likes to talk with people who she's never met because she think she might get some ideas from them.
VISUAL STRATEGY GUIDE
C.03 : OUR COMPETITORS
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C.03 OUR COMPETITORS
Our Competitors Current Competitors Adjust Competitors Aspirations Competitors
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Our Competitors (Brand Competitor)
01. CURRENT COMPETITORS As we know, Coleco Industries., Inc. become well-known because we were selling toys and games, so our current competitors will be games and toys company.
02. ADJUST COMPETITORS This group of competitors also sell games but different because they don't sell games or toys directly such as smartphone games or game streaming services.
03. ASPIRATION COMPETITORS This is a group of future competitors that base on our soul and new mission statement, so it can be any companies that look like we are focusing on the same things such as imagination builder.
VISUAL STRATEGY GUIDE
C.03 : OUR COMPETITORS
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VISUAL STRATEGY GUIDE
Current Competitors (Games and toys business)
01. NINTENDO
02. ATARI Nintendo is a game console company that can make people get out of the seat, and do something with the game.
03. SEGA
Atari was a first game console company in America, and they were selling more than one million in only a year.
04. PLAY STATION Sega is a game company that
The first game console that uses
players have to win the level to play the next level, and now they are game developer company.
3 2- b i t v i d e o q u a l i ty a n d P l a y Station own by Sony Computer Entertainment.
06. LEGO
05. XBOX Xbox game console is a part of Microsoft Company, and they are the first game console that can connect to the internet.
The toy company that has the unique toys and players can use imagination to build it up to everything that they want.
C.03 : OUR COMPETITORS
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07. BANDAI
08. MATTEL Bandai produced the toys based on Japanese comic, and they were selling Pong, a game console in the 1970s.
09. HASBRO
A m e r i c a n To y s c o m p a n y t h a t selling Barbie, Hot Wheels, and Matchbox. Mattel is Number one of toy maker company.
10. TOMY They own a board game market,
A Toy company that produces toys
and board game makes people have an interactive to each other when they play together.
for children, and they often produces toys from a famous companies such as Disney and etc..
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VISUAL STRATEGY GUIDE
Adjust Competitors (Games and toys business)
01. ELECTRONIC ART
02. ROCKSTAR The video game developer comp a n y t h a t c r e a t e s g a m e s fo r computers.
03. KING
The Rockstar Games is a game publisher that selling action adventure and racing game such as Grand Theft Auto, Monster Truck, and etc.
04. BLIZZARD The video game development com-
The American game publisher that
pany for a website, mobile, and social media.
is selling war games such as Warcraft, Diablo, Starcraft, and Call of duty.
06. ORIGIN
05. STEAM A digital distribution platform for video games which have video streaming, and social networking service.
The game streaming platform for Electronic Art company that makes the player can update and buy a video game from this software.
C.03 : OUR COMPETITORS
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07. VOODOO
08. UNITY Voodoo is a video game developer and marketer. They produce free video game for mobile phones.
09. UBISOFT
This is a cross-platform game that develops for Apple, Inc. They have many popular games such as Temple Run, Escape plan, and etc.
10. VALVE The video game publisher company that like to create survivor game, and they own many famous games such as Just dance, and etc.
Valve is a game developer, publisher, and digital distribution company. This company develops a software distribution platform such as Counter-Strike, DOTA, and etc.
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VISUAL STRATEGY GUIDE
Current Competitors (Our Future Competitors)
01. WALT DISNEY
02. UNIVERSAL STUDIO Disney is a world largest company that can make a dream come true, and they have many businesses ;Theme Park, Hotel, and etc.
03. TWENTY CENTURY FOX
The film studio and theme park company that can make imagination to be movie and animation.
04. GHIBLI STUDIO
A film company that creates many
The animation studio from Japan
movies, and they are doing good with CG.
that well-known as an anime feature film. They create a lot of fancy animation base on the real world event such as WWII.
06. SEA WORLD
05. SIX FLAGS An Amusement park company that bases in U.S., Canada, and Mexico. They are unique because of roller coasters.
Sea World is a zoo and theme park that has a specific selling point; Marine life, and animal.
C.03 : OUR COMPETITORS
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07. MERLIN ENTERTAINMENTS
08. RADISSON GROUP
Merin owns many businesses which are hotels, tourism attractions, Aquariums. Moreover, we have known it under different name such as London Eye, Lego land, and etc.
08. ROYAL CARIBBEAN
An international hotel group that locates more than 99 locations in 73 countries. They are selling comfortable experiences for costumes.
10. EXPEDIA An American Cruise company which
Expedia is a website that will show
is selling travel experiences on the cruise and this company have an international cruise line.
a fare of flight, hotels, etc. It can make the dream trip cheaper.
VISUAL STRATEGY GUIDE
C.03 : OUR COMPETITORS
The power of imagination makes us infinite. —John Muir
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This book is noncommercial project of a graphic design student. This project is not intended to represent the parent band in any way. It is done with full admiration and respect toward Coleco Company.
School Academy of Art University Designer Kronkaew (K) Chongkijdeedee Instructor Hunter Wimmer Typeface Filson Pro & All Round Gothic Image source Pexels.com Printing & Bindery Blurb.com
VISUAL STRATEGY GUIDE
C.03 : OUR COMPETITORS
VISUAL STRATEGY GUIDE
School Academy of Art University Designer Kronkaew (K) Chongkijdeedee Instructor Hunter Wimmer