CASE STUDY LAURA CORTES 2012
PROJECT OUTLINE
Showcase Modern and Contemporary art of virtually every media – from 3d sculptures, paintings, and digital media. Use the latest technology to interact, give history and invite commentary for each piece. The projects will focus on everything from “Modern WestCoast architecture” to “interactive display technologies”, all local.
MISSION
Situated in Gastown Temporary Exhibitions Display Digital Art Canadian Artists TARGET AUDIENCE
1.
Design lovers (18 - 60 yrs old)
2.
Residents of Vancouver
PRIMARY PERSONA
Thomas White 32 years old Industral designer Toronto
“My work is my life. I travel every time I can to get inspiration from different places and I always want to see something new and unique.�
SECONDARY PERSO-
Morris Family John 40 y Tiffany 37 y Jane 10 y Vancouverites
“We love being together and spend a “free” day doing cultural activities. We are all always looking for new and interesting things to do.”
WHAT WE WANT THE VISITORS TO DO?
· Come often · Talk about the shows · Interact with our displays · Families to think this is a cool thing to do on a “free” day
HOW TO ATTRACT THE AUDIENCE
1.
Modern and confortable space with a lounge area for people to read and work on their laptops with free internet access.
2.
Children special programs and activities for the whole family, on weekends and holidays, where people can experiment and learn about art and get to know the different medias.
OPPORTUNITY
路 Only art gallery in Vancouver that only showcases digital art 路 Temporary exhibitions 路 Displays will use the latest technology to interact, give history and invite commentary for each piece
OBJECTIVE
Create a gallery where people can: · receive and contribute · customize experience · save and share the experience · share and comment on pieces · see other people impressions
social + customizable
STRATEGY AND POSITIONING
YOUR FEATURES Interactive and responsive Exists in the real world, 3d space – depth and volume – something you can touch and interact with Has a visual, audio and touch component It’s not static – motion VISITORS’ BENEFITS Provides a social and interactive experience Access to the digital and online world inside the gallery A space to relax and enjoy alone or with the family A learning experience that will enrich the visitors’ knowledge A place in continuous change providing something new every time A new experience in every visit CUSTOMER REWARDS I I I I I I I
learn something new in every visit feel comfortable feel relaxed feel informed and in know feel cultivated and I want to share my experience with everyone feel among interesting people and I feel I can share my knowledge in real time through social networks feel part of the interactive and digital world
CORE BRAND VALUES A. List eight to ten potential brand values. 1. Unique 2. Interactive 3. Local 4. High tech 5. Rewarding 6. Social 7. Friendly 8. Passionate 9. High quality 10. Inviting 1. Core value: Unique 2. Core value: Interactive 3. Core value: Local 4. Core value: Social CORE BRAND MESSAGE A. Why should your brand exist? 3.0 is more than an art gallery. It’s a full experience for the visitors enjoy alone, with family or friends, and later share with the world. 3.0 will change the visitors’ perception of art galleries and the way people can see and interact with art. It will also provide a unique experience in the Vancouver area, that cannot be find anywhere else. 3.0 is the gallery of the future. B. How is/how would you like your brand perceived in the marketplace?
The name 3.0 was not randomly chose. The meaning relates to the expression Web 3.0. Web 1.0 is understood as a library. You can use it as a source of information, but you can’t contribute to or change the information in any way. Web 2.0 is more like a big group of friends and acquaintances. You can still use it to receive information, but you also contribute to the conversation and make it a richer experience. Many experts believe that Web 3.0 browser will act like a personal assistant. As you search the Web, the browser learns what you are interested in. The more you use the Web, the more your browser learns about you and the less specific you’ll need to be with your questions. 3.0 Art Gallery will be perceived in the marketplace exactly the same way. Visiting an art gallery will cease to be something that is a one way experience, where the visitor only stares at the art piece. Instead it will be something that the visitor can interact with and provide feedback on real time (Facebook comments, Twitter posts, and other social networks platforms). C. List five perceptions of your brand in the marketplace versus the reality. Perception Reality 1. Too complex User friendly 2. Has an expensive cost Cheap cost – new media is getting cheaper than traditional media (eg. print books vs. ebooks) 3.
Not for kids
Especially designed for a curious and interactive audience.
4.
A place just to visit once.
A place in constant change, to visit every month.
5.
A place without a lounging space and social area.
A place to be and work and meet new people.
D. Are there any cultural trends that your brand can leverage? 1. Navigating the new normal 2. Reengineering randomness 3. Screened Interactions
http://www.slideshare.net/jwtintelligence/jwt-10-trends-for-2012-executive-summary E. What is your core brand message or your big idea for your brand? The Art Gallery of the future. G. Who is the core target for this message? Design Savvy. H. What makes this message relevant to that target? Visiting an art gallery and even a museum can be something boring. The future is unknown, and the unknown is something exciting. I. What are the key support points that make your message believable to your target? Latest technology, access to internet and in-space kiosks to provide instant feedback. J. Is your message safe in the marketplace, and hard for a competitor to copy? Why? There is nothing like this in Vancouver. The only true competitor would be the Contemporary Art Gallery in Vancouver. Their website is really strong but their approach is the traditional framework on a white wall. The 3.0 gallery will display all the art pieces in the 3d space where visitors can navigate around it and interact with it. K. What impression do you want your various audiences to take away from your core brand message? Finally I can go to an art gallery and find a place where I want to come back as much as possible and experience something worthy sharing in my Facebook page. L. If you’re a people-oriented company, is your core message people oriented? 3.0 is a people-oriented company and the message is too provide an experience form the future that will stay in people’s mind.
BRAND PERSONALITY A. Answer the following questions about your brand. 1. Is your brand neither female or male 2. Is your brand young 3. Is your brand mainstream 4. Is your brand global B. List eight to ten potential brand personality traits. 1. Smart 2. In the know 3. Fashionable 4. Stylish 5. Tech savvy 6. Interactive 7. Modern 8. User friendly C. Now write down the four or five personality traits that you’ve arrived at for your company. 1. Personality trait: Tech Savvy 2. Personality trait: Interactive 3. Personality trait: Modern 4. Personality trait: User friendly 5. Personality trait: In the know
BRAND PYRAMID
the art gallery of the future BIG IDEA
PERSONALITY
VALUES
1. 2. 3. 4.
Smart In the know Fashionable Stylish 1. 2. 3. 4. 5.
Unique Interactive Local High tech Rewarding
5. 6. 7. 8.
Tech savvy Interactive Modern User friendly
6. Social 7. Friendly 8. Passionate 9. High quality 10. Inviting
REWARDS/BENEFITS
Provides a social and interactive experience Access to the digital and online world inside the gallery A space to relax and enjoy alone or with the family A learning experience that will enrich the visitors’ knowledge A place in continuous change providing something new every time A new experience in every visit
TANGIBLE FEATURES
Interactive and responsive Exists in the real world, 3d space – depth and volume – something you can touch and interact with Has a visual, audio and touch component It’s not static – motion
COMPETITIVE ANALYSIS
VANCOUVER ART GALLERY 路 VANCOUVER
Classic . Traditional
GUGGENHEIM BILBAO
Modern style . Clean
MET NEW YORK
Consistent image . Classic style
POMPIDOU PARIS
Industrial (iron, glass) . Colourful and funny
SERPENTINE GALLERY LONDON
Contemporay . Traditional newspaper style
TATE MODERN LONDON
Innovative . Heterogeneous
COMPETITORS AUDIT GUGGENHEIM BILBAO
MET NEW YORK
STRENGHTS:
STRENGHTS:
Modern style and contemporary.
Classic image and traditional approach.
Goes along with the target audience life style.
Cohesive use of the brand in all platforms.
WEAKNESSES:
WEAKNESSES:
In a second research I found that the posters for the different exhibitions were really different from each other.
Boring image. Too traditional and classic. The museum lives from its reputation and doesn’t try to update its image.
The museum doesn’t really have a transversal image.
POMPIDOU PARIS
SERPENTINE GALLERY LONDON
STRENGHTS:
STRENGHTS:
Consistent style and really good use of colour and typography.
From all the famous museums in the world, Serpentine gallery is the only that exhists and presents itself as a gallery and not a museum.
It attracts different publics and it’s heterogeneous enough with being inconsistent. WEAKNESSES: The website doesn’t work and uses a terrible pink as a background colour. That colour isn’t found anywhere else besides the website.
It has a really clean style and communication is the most important thing. WEAKNESSES: It is a gallery for the elite. The image is too clean and too simple and it is not directed for a larger target audience.
TATE LONDON STRENGHTS: Really good branding and marketing strategy. All touch points have the same look and feel. The typography is always the same. WEAKNESSES: In some materials or places the wordmark doesn’t work that well and tends to diappear.
ART DIRECTION
MINIMAL . DIGITAL .
Minimal
Minimal
Minimal Minimal Minimal
Minimal
CLEAN . VOLUME .
volume
volume
volume
GEOMETRIC . VINTAGE .
geometric
geometric
geometric
geometric
NAME AND RATIONALE
3.0
Vancouver Interactive Gallery WEB 1.0
WEB 2.0
WEB 3.0
Library
Group of friends
Personal assistant
TAGLINE
A NEW WAY OF EXPERIENCING ART
SKETCHES
EXPERIENCES
EXPERIENCES
FINAL LOGO
x
x x 45째
x.5 x x
SYMBOL
COLOUR SCHEME
PANTONE 3262 C
PANTONE 179 C
CMYK: 70,0,33,0
CMYK: 0, 78, 98, 0
RGB: 34, 88, 185
RGB: 241, 94, 36
#22BCB9
#F15E24
PANTONE 3255C
PANTONE 322C
PANTONE 1575C
PANTONE 1805C
CMYK: 49, 0, 28, 0
CMYK: 100, 0, 33, 35
CMYK: 0, 45, 72, 0
CMYK: 0, 91, 100, 23
RGB: 126, 205, 195
RGB: 0, 123, 133
RGB: 248, 158, 89
RGB: 191, 49, 26
#7ECDC3
#007B85
#F89E59
#BF311A
TYPE
3.0 beast machines
VANCOUVER INTERACTIVE GALLERY
Josefin Sans
ASSETS
3point0.ca facebook/3point0
332 Water Street Vancouver BC V6B 1B6 (604) 683-5650
www.3point0.ca facebook/3point0
Laura Cortes Creative Director dd23laura@cfs.com Tel. 123-456-6789 420 Haro Street . Vancouver BC, Canada . BC V6B 1L2
1234 Company Address City, State, Country Postal Code
STAFF MAN
STAFF WOMAN
ARTIST 1 MR WHITE MR PINK MR BLACK
SURFACE
ARTIST 2 MICHELE
BLACK VAN
TO BE CONTINUED...