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. 13
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. 35
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