JAI Creative Digital Proposal

AL NAHBOODAH BRAND D EV ELOPME NT P ROP O SA L

TABLE OF CONTENTS About Jai /05 Background /08 Scope of� work - brand development /14 Scope of work - brand applications /27 Timeline /39 Fees and Terms & Conditions /3 Our Credentials /47 Jai Team /68

JAI BRINGS IDEAS TO LIFE

OUR OFFICE

We forge innovative brands for global clients – from hospitality giants to boutique concepts, from spectacular design to the simplest forms, from new brands to rebrands.

JAI OFFICE 5

SELECT CLIENTS

OUR SERVICE BRAND STRATERY

DIGITAL

• Brand audits • Competitor research and analysis • Consumer and target segmentation analysis • Brand creation • Brand Culture and concept development • Brand hallmarks and brand signature (services and products)

• Website development • Responsive design for mobile platforms • Web integration with social media platforms • Digital meeting planners for hotels and standalone MICE facilities

CREATIVE • Brand identity development and corporate identity roll-out • Visual architecture for brand portfolios • Full spectrum of marketing collateral development

VIDEO PRESENTATION • Brand videos • Scripting/storyboard • Music composition

CONTENT • Copywriting • Native advertising/advertorial • Magazine editorial • Brand naming and taglines • Tone of Voice creation • Advertising concepts • Slogans • Content audits

PRODUCTION • Printing • Mock-ups • Supervision service

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BRAND PROCESS

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VISION

BRA ND C R E AT I O N Brand Opprunity

Strategic Plaftform

INSIGHT

• Customer segmetation • Market Competition • Assets, resource and capabilities of the owner and operator

B RA N D CREATION Brand Expression

Brand activation & implementation

BRAND STRAGETY AND CULTURE

BRAND EXPRESSION

BRAND ACTIVATION

• Value proposition • Target audience • Brand personality • Brand traits • Brand essence

• Visual idenity (naming, logo, colours, typerfaces) • Product concept • Brand hallmarks

• Sales and marketing tools • Brand signatures • Website development • Social media strategy • Architeture brief • Human resourced • Others

Brand Culture

& IMPLEMENTATION

jai’s footage 11

BRAND

OBJECTIVES

BRA ND D E V ELO PM E NT

BRAND DE V E LO P ME N T

We forge innovative brands for global clients – from hospitality giants to boutique concepts, from spectacular design to the simplest forms, from new brands to rebrands.

• To define a strategic brand architecture for AL NABOODAH to help the company expand in a way that maximises its brand equity.

• To create distinctive brand strategies and brand cultures for your new brand, leveraging their successes to position them for growth within the current and future markets.

• Create for your new brand identity to reflect its define brand culture.

• Explore naming alternatives and a corresponding visual identity for your new brand, which will be inspired by its brand culture and create consumer desire.

• Communicate the define brands through highly effective sales-and-marketing tools and immersive operational collateral.

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BRAND DEVELOPMENT SCOPE OF WORK

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SCOPE OF WORK

SCOPE OF WORK

BRA ND AU D I T & V IS ION WOR K S HOP – NEW BRAND

BRAND ARC HI TECTU RE

BRAND AUDIT/ FIELD RESEARCH

BRAND ARCHITECTURE

• Via site visits, select interviews and desktop research, review the core assets and the challenges facing for your new brand as they continue to expand.

• Identify clear points of differentiation that can be leveraged while defining for your new brand.

• Based on the insights and analysis of the brand today, as well as an understanding of the development pipeline and Vision, JAI will present recommendations for new brand’s AL NABOODAH brand portfolio to form a future-proof relationship structure. This may include placeholders for brands that can be created in the future.

• Will include detailed analysis, pros and cons for each recommended option, leveraging global brands as references whenever possible.

STAKEHOLDER WORKSHOP • Conduct an exploration workshop and kick-off meeting with the client‖s key stakeholders to agree on the project‖s desired vision, outcome, positioning, target audiences and key measures of progress.

• Workshop will include carefully designed activities and exercises to encourage creativity and generate effective ideas.

VISION • In conjunction with the client, JAI will form a Vision Statement for AL NABOODAH – an aspirational statement of intent that offers a clear path to the future.

• The Vision is formed from an understanding of both the business objectives of AL NABOODAH , as well as the company‖s wider dreams for the existing and future brands.

DELIVERABLE: Brand Strategy document (PDF file) in English

DELIVERABLE: Brand Architecture document (PDF file) in English 17

SCOPE OF WORK

SCOPE OF WORK

BRA ND AR C H I T ECT UR E

BRAND ARC HI TECTU RE

BRANDED HOUSE

HYBRID

HOUSE OF BRANDS

BRANDED HOUSE

HYBRID

HOUSE OF BRANDS

BENEFIT

BENEFIT

BENEFIT

• Strong master brand association • New sub-brands automatically gains a level of acceptance and recognition • Cost effective for new product launches and brand extensions • Streamlines decision-making for company growth

• Increased brand equity for parents • Higher market visibility • Quality assurance by master brand • More efficient marketing and campaigning

CHALLENGES

CHALLENGES

CHALLENGES

• Moderate risk of negative spillovers • Limits potential up-market movement • Requires careful planning confusing customers or diluting master brand

• Requires additional manpower and more complex infrastructure • More expensive to promote and maintain • New, unknown names for future sub-brands – need to educate the market

• Can be difficult to extend beyond the expertise of the master brand • High risk of negative image spillover across entire network • Lack of flexibility

• Insulates/protects individual brands • Balanced. Communicates breadth • Facilitates horizontal + vertical growth • Flexibility and dynamism • Sub-brands can be more defined, as no strong link to parent

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SCOPE OF WORK

SCOPE OF WORK

BRA ND ST RAT EG IES – NE W B RA ND

BRAND CU LTU RES – N E W BRAN D

MARKET ANALYSIS & POSITIONAL MAPPING

TARGET AUDIENCE & VISITOR TYPOLOGIES

• JAI will consider wider market trends and developments and how those factors might impact AL NABOODAH – your new brands today and in the future • Conduct a best-in-class analysis of relevant office, restaurant, cafe, workshop and open office aroudn the world, benchmarking against effective strategies.

• JAI will identify and prioritize key consumer typologies relevant to your brands today and in the future • Typologies focus on consumer motivations, psychographics and behaviours to determine market needs and opportunities.

• From these core typologies, JAI will form a singular aspirational guest profile for each brand

CULTURAL TRAITS & ESSENCE From understanding what our target audiences want from each coffee shop, restaurant brand, JAI will develop the brand‖s soul via: • Concept statement: articulate the brand‖s core personality and the emotional and functional benefits that guests experience • Cultural essence: JAI will capture the brand‖s ethos and point of view in a succinct, evocative statement, forming the heart – or the core – of the brand • Cultural traits: 4-5 traits will be identified as key pillars that feed into the essence • Benefits and proof points: tangible reasons to believe in the brand

DELIVERABLE: Product Brand Culture document (PDF file) in English

DELIVERABLE: Product Brand Culture document (PDF file) in English 21

SCOPE OF WORK

SCOPE OF WORK

NA M ING - NE W BRA ND

VISUAL ID E N TI TI ES – N E W BRAN D

NAMING STRATEGY

VISUAL IDENTITIES

• Name for the current your brand that reflects its brand culture and appeals to the target audience. The name must be memorable in a global context and pronounceable by key markets. The naming strategy will also consider the brand‖s position within the brand architecture, the efficacy of its SEO and the strength of possible URLs for the brand-level website.

Creation of your new brand identity documents, in alignment with the Brand Cultures.

• Logo design for your new brand • Define the principles of logo usage • Colour palette • Dos & don‖ts • Logo, its black-and-white versions and its reversals • Minimum space around the logo • Logo‖s minimum size • Primary and secondary typefaces • Full visual identity • Visual identity document for each brand • Online CID (Corporate Identity Document)

DELIVERABLES: • Corporate identity document • Logo artworks delivered in JPG, PNG and AI formats • High res photos delivered in TIF & JPG formats 23

SCOPE OF WORK

SCOPE OF WORK

TONE OF VO I C E – NE W B RA ND

BRAND AMP LI F I CATI O N – N E W BRAN D

• In order to differentiate the brands from each other and competitors, JAI will create a distinct tone of voice and thorough style guide for each brand. Derived from the Brand Culture, the Tone of Voice Guidelines will outline how the brand‖s unique personality is expressed through language, and it will ensure that all the brand‖s communications work together to create a consistent brand experience.

• After introducing writers to the brand‖s fundamentals, The Tone of Voice Guidelines will define the brand‖s sayings, syntax and lexicon, and dictate technical rules for grammar and structure.

BRAND SIGNATURES / TOUCHPOINTS / GUEST JOUNREY

Hello. Hi. Sup. Alright. Ayup.

Howdy. Hiya.

Greetings. Yo.

• Derived from the Brand Culture and using the guest journey as a framework for each brand, JAI will develop ideas for 8-10 brand signatures for each brand.

• These will cover key moments in the journey, which might include public/private spaces, lobby leisure activities (as appropriate for the brand).

• For each signature, JAI will include a top-level description with visual reference and inspiration for how to bring the idea to life.

DELIVERABLE: Tone of voice document by English in PDF file 25

BRAND APPLICATIONS SCOPE OF WORK

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SCOPE OF WORK

SCOPE OF WORK

STAT IO NE RY I T E MS – NE W B RA ND

OPERATIO N AL CO LLATE RAL – N E W BRAN D

STATIONERY ITEMS

STATIONERY ITEMS

AREAS

F&B

• 3x Envelopes • 1x A4 size • 1x A5 size • 1x DL size (1/3 A4) • 1x Paper shopping bag (small size) • 1x Letterhead (A4 size) (pdf & .doc file) • 1x Notepad • 1x Business Card template • 1x Folder • 1x Email Signature template (HTML file)

• Direction card • Gift card • Voucher card • Vip card • Newsletter • Bag, package

• Photo wall • Receiption • Receiption • Bathroom amenities kit • Donation box • Bill, order & invoices • Staff name label • Sugar package

• 1x outlet bill template • 1x reserved tent card

DELIVERABLES: Artwork of marketing items in package folder, inclusive of: • PDF (low-resolution and high-resolution) • InDesign or AI formats • HTML format for email signature

DELIVERABLE: Artwork of stationery items in package folder, inclusive of: • PDF (low-resolution and high-resolution) • InDesign or AI formats 29

SCOPE OF WORK

SCOPE OF WORK

SALES & M A R K ETING COLLAT E RA L – NEW BRAND

ADVERTISI N G CO N C E P T – N E W BRAN D

BROCHURE TEMPLATES • 1x brochure template for each brand • Maximum 16 pages (excluding covers) • Design & layout • Excludes adaptations for each property

E-NEWSLETTER TEMPLATES • 1x e-newsletter template for each brand • Design & layout • HTML • Excludes adaptations for each property DELIVERABLES: • PDF (low-resolution and high-resolution) • InDesign or AI formats • HTML format for email signature

• 1 ―big idea‖ for each brand • Master layout • 3x executions for each brand • English copy for each brand

DELIVERABLES: Artwork of 01 master layout and 03 executions, inclusive of: • PDF (low-resolution and high-resolution) • InDesign or AI formats 31

SCOPE OF WORK

SCOPE OF WORK

BRA ND V I D EO – NE W B RA ND

WEBSITE D ES I GN – N E W BRAN D

90-SECOND VIDEO FOR EACH BRAND

WEBSITE DESIGN

• Concept development • Scripting in English (if applicable) • Storyboard creation • Post-production and sound mix • Original music composition

• Design strategy according to each brand‖s visual identity • Maximum of 15 templates for desktop and mobile for each brand • PSD submission & guidelines

Notes: • Exclusive of stock footage, still images, shooting, and any thirdparty costs

Exclusions: • Digital and navigation strategy (sitemap + wireframes) • Front-end development, including HTML coding • Content writing • Implementation of design • Image selection and resizing • Website coding • Content Management System implementation • Uploading and testing • Post-launch support and bug fixing

DELIVERABLES: • A final video in high resolution (.MOV or .WMA) • A separate sound file in .WAV

https://youtu.be/nXpXIj-fOEw

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SCOPE OF WORK

SCOPE OF WORK

FUL L W EB S I T E D EV E LOPM E NT– NE W BRAND

F ULL WEBS I TE D E V E LO P ME N T–N E W BRAN D

WEBSITE

• Digital and navigation strategy (sitemap)

• Multi-product websites for each brand to promote visibility and drive bookings on the Web (maximum 15 template pages each) • Copywriting in English & Vietnamese • A sleek, user-friendly experience with responsive design that works great on desktop and mobile devices • Integrated with social media

• Design adaptation according to brand identity • Content development in English following the brand tone • Image selection and resizing • Content deployment • Website programming and coding

USER-FRIENDLY CONTENT MANAGEMENT SYSTEM (CMS) The website will be organised around a user-friendly CMS in a secured admin section to facilitate content (text, video, image) updates without any knowledge of HTML coding.

MULTIPLE LANGUAGES The initial launch of the websites will be in English and Vietnamese. However, the site structure, coding and CMS will allow other languages to be added without extra development cost in the future.

• Content Management System implementation • QA & QC for both desktop and mobile devices • Uploading and testing • CMS training (remote training) • User manual • 90 days post-launch support and bug fixing

SEO- AND SOCIAL MEDIA-FRIENDLY DEVELOPMENT The site coding, structure and content will be optimised for search engines and social media. Google Analytics tracking codes will be added to the site.

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ESTIMATED TIMELINE

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SA MPLE TIMELINE OV E RVI EW Month 1

Month 2

Month 3

Month 4

Month 5

Brand Audit, Workshop & Architecture 2 - 3 weeks 2x Strategy & Culture 4 - 6 weeks 1x Brand Naming 2 weeks 2x Tone of Voice 2 weeks 2x Brand Amplification 4 weeks 2x Stationery Items 2 weeks 2x Operational Collateral 3 weeks 2x S&M Collateral 4 weeks 2x Advertising Concept 4 weeks 2x Videos 4 weeks 2x Website Design 4 weeks 2x Full Website Development TBD

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FEES & TERMS & CONDITIONS

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FEE STRUCTURE

FEE STRUCTURE

BRA ND P L AT FO R M

BRAND APP LI CATI O N S

ITEM BRAND AUDIT, VISION WORKSHOP & BRAND ARCHITECTURE

DESCRIPTION

QUANTITY

UNIT PRICE (USD)

TOTAL (USD)

ITEM

DESCRIPTION

QUANTITY

UNIT PRICE (USD)

TOTAL (USD)

AL NABOODAH

1

3,500

3,500

STATIONERY ITEMS

NEW BRAND

2

1.000

2,000

BRAND STRATEGY & CULTURE

NEW BRAND

2

6,000

12,000

OPERATIONAL COLLATERAL

NEW BRAND

2

2,250

4,500

BRAND AMPLIFICATION

NEW BRAND

2

4,250

8,500

BROCHURE & E-NEWSLETTER TEMPLATES

NEW BRAND

2

1,500

3,000

NAMING

NEW BRAND

1

2,500

2,500

ADVERTISING CONCEPT

NEW BRAND

2

2,500

5,000

VISUAL IDENTITIES

NEW BRAND

2

5,000

10,000

BRAND VIDEO

NEW BRAND

2

3,500

7,000

TONE OF VOICE

NEW BRAND

2

3,000

6,000

WEBSITE DESIGN

NEW BRAND

2

3,000

6,000

FULL WEBSITE

NEW BRAND

2

5,000

10,000

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TERMS & CONDITIONS • A project management fee of 10% to be added on top of all services • All fees are quoted in USD and exclude VAT • Only the approved logos will be developed into a full VID • Naming: 2 rounds of 5 routes per round (English only) • Brochure & brochure/ factsheet templates: 1 round of creative concept (2 concepts) and 2 rounds of revisions for both design & copywriting • Unless specifically indicated, all deliverables will be in English

ALL DELIVERABLES ARE NOT INCLUSIVE OF THE FOLLOWING: • Consumer research or buying source data • Detailed guidelines or SOPs • Full trademark search of logos and names for possible commercial and legal conflicts • Trademark registration of logos and names • Photo renderings, illustration drawing • Third-party costs, including travel expenses (flight tickets, accommodation, etc.), stock images, photo shoots, video shoots, modelling fees , fonts, website hosting, translation into languages not specified, etc.

• Actual mock-ups of collateral and supervision of production, printing costs and delivery • Scope of work excludes deployment of foreign-language translations into collateral and websites.

• Media planning, buying and placement Important note: Client approval will be required before additional expenses are incurred.

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OUR CREDENTIALS

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JAI IN T R O D U C E

JAI INTRO D U C E

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JAI IN T R O D U C E

JAI INTRO D U C E

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JAI IN T R O D U C E

JAI INTRO D U C E

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JAI IN T R O D U C E

JAI INTRO D U C E

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JAI INT R O D U C E

JAI INTROD U C E

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JAI INT R O D U C E

JAI INTROD U C E

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JAI INT R O D U C E

JAI INTROD U C E

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JAI INT R O D U C E

JAI INTRO D U C E

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JAI INT R O D U C E

JAI INTROD U C E

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JAI TEAM

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JAI TEAM

JAI Creative Digital Agency

Art Graphic Agency

D3+ Software

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www.jai.vn