Picture
Table of Contents
Table ofContents 3 . . . . . . . Client Profile 4. . . . . . Creative Brief 5 . . . . . . . Swot Analysis 6 . . . Expanded Audience 7 . . . . . . . .Mood Board 8 . . . . . . . . . . . . . Textures 9 . . . .Competitor Analysis 10 . . . . . . . . . Style Guide 11 . . . . . . . . .Logo Design 12 . . . . . . . Media/Merch 13 . . . . . . . . . .Print Ad
Client Profile Company Name Spotify Misson, Visions, & Goals “To have music moments everywhere.” Target Audience The target audience is aimed toward college students, specifically those who enjoy listening to music tailored to specific activites and moods. Industry Music
Products/Services Music, podcasts, videoservice
Strengths & Core Competancies • Over 30 million songs • Playlists associated with your mood • Student discount for premium users Tone / Current Design Style Used Hip, colorful & modern.
3
Creative Brief Project Expanding Spotify
Prepared By Megan Derks
Unique Selling Propsition Spotify provides over 30 million songs, with the options of creating your own custom playlists, or selecting from a wide variety of pre-made playlists catered to your mood/activity. Spotify also offers a premium discount for students. Objective The objective of this project is to promote Spotify, with focus on the premium student discount offer. Descriptive Brand Words To Achieve Hip, Modern, Relatable, & Affordable Taglines “Music For Everyone�
4
Swot Analysis Strengths Playlists created to mood, activity or interest Offers premium student discount Streaming allows guaranteed revenue
Weaknesses Revenue for artists is not high A need for premium subscriptions to access all that Spotify has to offer Not enough promotion
Opportunities Raise awareness about Spotify Promotion of student discount Celebrity endorsements
Threats Pandora Artists refusing to Spotify’s contract Apple Music’s creation of playlists
5
ExpandedAudience Name: Savannah Wright Age: 22 Gender: Female Location: Tampa, FL Income Level: < 20,000 Social Class: Lower Occupation: Full-Time Student, Part-Time Coffee Shop Employee Education: Senior in college Hobbies: Running, going to the beach, writing & painting in her free time Mini Bio: Savannah is a college student who is mainly still dependent on her parents. In her spare time, Savannah loves going to the beach with friends and attending concerts. Music is a big part of her life, whether she is driving in the car, going for a run, or relaxing after a long day of classes. Name: Ryan McGuire Age: 20 Gender: Male Location: Boston, MA Income Level: < 20,000 Social Class: Lower Occupation: Full-Time Student Education: Sophomore in college Hobbies: Playing guitar, attending sporting events & hanging out with friends Mini Bio: Ryan is a â&#x20AC;&#x153;typicalâ&#x20AC;? college student, who spends his free time meeting up with friends on campus, playing X-Box, all while squeezing in some time to study for classes. Ryan likes to express his creative side with his music, by playing guitar and writing down song lyrics when he gets inspired.
6
Mood Board
7
Textures
Textures
8
CompetitorAnalysis What is everyone else doing? Pandora and Apple Music are both personalizing stations, so listeners can hand pick songs and albums from a library of millions of tracks.
What are the current trends? Digital music providers are developing a better range of services (such as person playlists or commercial-free listening). Which means that consumers will be willing to spend more money in order to stray away from any limitations.
How are they doing it? On-demand streaming will allow Pandora to negotiatiate licensing costs directly with labels. Apple is working on a high fidelity streaming audio format. Apple is also using celebrity endorsements.
9
Style Guide Color Pallette
CMYK: 73, 93, 5, 0 RGB: 105, 58, 144 #683a8f
CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 #ffffff
CMYK: 73, 93, 5, 0 RGB: 105, 58, 144 #683a8f
Type Face
Dragon IsComing abcdef g hi j k l m nopqrst u vwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Proxima Nova Alt Condensed Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
10
Logo Design Full Logo
Abbreviated Logo
11
Media / Merch
12
Print Ad
NO MATTER IF YOU ARE HEADED TO CLASS
13
Print Ad
OR AN OLYMPIC STADIUM SPOTIFY HAS YOUR BACK
14