VISUAL STRATEGY GUIDE
NINTENDO
VISUAL STRATEGY GUIDE
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CHAPTER 1
INTRODUCTION
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VISUAL STRATEGY GUIDE
Table of Contents
01 INTRODUCTION 06 Brand Overview 09 History 10 Timeline
02 BRAND VISION 15 The New Path 18 Three Keyowrds
03 VISUALIZATION 22 Old Vision 24 New Vision
04 AUDIENCE PROFILES 28 Personas
05 COMPETITORS 40 Current Competitors 42 Adjacent Competitors 44 Aspirational Competitors
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Introduction —BRAND OVERVIEW —HISTORY —TIMELINE
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VISUAL STRATEGY GUIDE
Brand Overview Nintendo is a video game company that evolves both software and hardware. Most people may think play is equal to fun, but we don’t think so. We always put “play” before the “game”, but what’s the meaning of play for you? We “play” games because we understand them to be just that: games, like football and tennis, which require the swinging of our arms and legs. Nintendo wants to achieve the goal of connecting physical with virtual play. Our definition of play is an activity rather than just fun. To achieve our goal of “Connecting physical with virtual play,” we keep developing the new experience of play. Our products engage all ages and genders. We hope more and more people can join us and connect through active play.
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Brand History Originally named “Nintendo Koppai”, it based in Kyoto started by Fusajiro Yamauchi produced Hanafuda Cards. For those unfamiliar, these are simple playing cards that are used to play multiple games—much like the more common standardized 52 playing card sets. Nintendo’s cards were handmade and quickly gained in popularity. In 1970, whilst touring one of his Hanafuda factories, the CEO noticed the aforementioned Gunpei Yokoi playing with an extending arm that he had made. Deciding to take a gamble, Hiroshi requested Gunpei develop his arm as a proper product that was subsequently released in time for Christmas. Selling over a million units, the Ultra Hand was an instant hit and earned Gunpei a position in product development. He was highly successful and thanks to his engineering background was able to develop many more lucrative electronic toys for Nintendo. As such, they were able to charge a higher price and earn a greater profit margin. And this toy open the new door for Nintendo. Nintendo started to step into the vedio game industry.
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Timeline With Nintendo’s success, they began branching out into new markets including food and toys. Each of their ideas failed, except for their ideas in toys.
Originally named “Nintendo Koppai”, the small business based in Kyoto started by Fusajiro Yamauchi produced traditional Japanese Hanafuda Cards.
Memory cards, game discs, and built-in rumble controllers, the GameCube was an astounding console.
The Ultra Hand was Nintendo’s first big toy hit. Developed by one of Nintendo’s assembly line workers, Gunpei Yokoi, the moving hand opened new doors for us.
Released the Wii which was aimed at people who wouldn’t normally play video games; it became a huge success and put Nintendo back on the map.
Nintendo’s first high definition home console boasted dual screen gaming thanks to the Wii U GamePad’s built-in screen, which opened up new gameplay possibilities and ways to interact in the home.
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INTRODUCTION
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Moving from 2D to 3D rendered game, the Nintendo 64 was a whole new dimension is video game. Up to four people could play instead of two.
Nintendo was at last ready to release their at-home gaming system called The Nintendo Entertainment System.
Released the new portable gaming system called the Nintendo DS which has double screen. The up screen is regular but touch screen down.
Nintendo Switch, the hybrid console that you can play either at home or on-the-go, wherever and whenever you want.
Memory cards, game discs, and built-in rumble controllers, the GameCube was an astounding console.
In the future, we evolve and step into a whole new vision. We will combine the tech we already have with your life to make a unique experience for you.
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Brand Vision —THE NEW PATH —THREE KEYWORDS
Our mission is bringing people together through both Social & Active play.
CHAPTER 2
BRAND VISION
The New Path The new Nintendo evolve beyond merely providing the game and console, but focuses on the experience of activities in people’s life. Combine people’s life and game by offering a wide range of products, services, and activities in a variety of ways to help people have a better life experience. We partner with companies and organization to create a space where you can share with family or friends to make people happy at both mental and physical side. We will also step into the education field to help the next generation has a pleasant environment for learning and engagement in the new era.
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“I think that inside every adult is the heart of child. We just gradually convince ourselves that we have to act more like adults.” —Shigeru Miyamoto, Game developer of Nintendo
CHAPTER 2
KEYWORDS
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CHAPTER 2
BRAND VISION
Three Keywords
INTERACTIVE We break the barrier between the virtual and the real world. People can connect in both virtual and the real worlds with us.
COMMUNITY We are trying to experience and engage your five senses. We support our user to communicate with others in a new way.
JOYFUL We want to release the pressure of daily life and let your inner child run free. We help our user to tap into their inner child.
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Visualization —OLD VISION —NEW VISION
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Old Vision These pictures represent the mood of the old Nintendo. The old brand is more individual and indoor.
Nintendo
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CHAPTER 3
VISUALIZATION
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New Vision These pictures represent the mood of the new Nintendo. The new brand is more collaborative and active.
Nintendo
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CHAPTER 3
VISUALIZATION
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Audiences —PERSONAS —OUTSIDERS
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Personas The future of Nintendo desire to provide different ways for people to experience life through play, so we focus on the outgoing person. Nintendo will bring these people together and rich their knowledge and life experience in a fun way.
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Peter Sami OCCUPATION : STUDENT AGE : 21 YEARS ODL LOCATION : SEATTLE, WA
“PETER LIKES TO MAKE NEW FRIENDS SO HE USUALLY JOINS DIFFERENT PARTIES.”
· He shows up on each party that holds by school to make new friends.
· He likes to talk with people from different countries to learn the different culture from them.
· He goes to music festival every year to have fun and making new friends.
· He likes to do the activity that everyone has the same goal, like marathon.
· He loves to go jogging rather than work out in the gym because he can explore the different place.
· Peter and his best friend has an online group which people can share their skill on it and ask the question.
· His favorite movie is Deadpool because he feels
involved in the movie when the main character breaks the wall and talk to the audience directly.
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AUDIENCES
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James Ebrahimi OCCUPATION : RESTAURANT MANAGER AGE : 43 YEARS ODL LOCATION : DUBLIN, CA
“JAMES IS GOOD AT CONSTRUCTION THE HANDMADE FURNITURE. AND HE ALWAYS COLLABORATES WITH HIS FRIENDS WHO IS GOOD AT CARVING.”
· He likes to make handmade furniture at his garage. · He owns a small furniture business with his frind. · James is good at construction and his friend is good at carving so they always work in cooperation to make the furniture.
· He likes camping and he has a bunch of camping equipments at his garage.
· He goes camping every summer with his friends. · They enjoy collecting wild fruits and hunting in the mountain.
· He plans to join a camping group so he can meet other people who also like camping.
· He enjoys riding his motorcycle to explore the different place near his house.
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Mike Smith OCCUPATION : E-SPORTS PLAYER AGE : 26 YEARS ODL LOCATION : SANFRANCISCO, CA
“I LIKE TO PLAY OR WORK AS A TEAM. BECAUSE COLLABORATING ON A PROJECT CREATES AN ENTHUSIASM FOR LEARNING AND PLAYING.”
· He usually shares his game experience at group online.
· He likes to learn from people rather than learning from textbook.
· He spent one hour to response the message from his fans every day.
· He loves to go to Blizzardcon because he can make new friends who also love game.
· He usually buys large size chips at Costco. So he can share with his friends.
· He loves to play basketball, and he goes to the basketball court near his house every weekend.
· He loves team work rather than individual.
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AUDIENCES
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Mía Garcia OCCUPATION : STUDENT AGE : 12 YEARS ODL LOCATION : NEWYORK, NY
“MÍA IS A NAUGHTY GIRL WHO ALWAYS FULL OF ENERGY. SHE USUALLY TRICKS ON HER CLASSMATES AT SCHOOL.”
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She is a naughty girl and usually play tricks on her classmates.
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She is energetic and always want to play outside.
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Mía and her friends will go to video game store to play the video game because they don’t have one at home.
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She likes to watch the shows in broadway. She is attracted by the sound and light effect.
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Mia’s mother takes her to Disneyland every year. She has an album full of pictures with Disneyland characters.
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She likes to watch youtube channel because she feels the sound and video is more interesting than the book.
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She feels boring and lonely at home. So her mother signs up the summer camp for her every year.
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Edie Lewis OCCUPATION : SCHOOL TEACHER AGE : 27 YEARS ODL LOCATION : IRVINE, CA
“EDIE LIKES TO PLAY WITH CHILDREN AND TALKS TO THEM. SHE FEELS HAPPY WHEN SEEING THEIR SMILE.”
· She always bring her students to visit the different museums.
· She trying to make some simple competition
game for her students to make her class fun.
· Edie likes to go to the book store to find some interesting story books and share in her class.
· She is also a yoga teacher. She organizes a group of people to do yoga every weekend in her neighborhood.
· She plans to join the cooking class. She feels it’s more interesting to learn with others rather than learning alone at home.
· She likes to travel and usually join the local ·
tour because she doesn’t have much time to plan her trip. ·She loves to learn new things. She starts to use skill share recently.
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Masashi Mori OCCUPATION : CREATIVE ENGINEER AGE : 37 YEARS ODL LOCATION : BROOKLYN, NY
“MASASHI IS POPULAR IN HIS COMPANY BECAUSE HE IS GOOD AT SOCIALIZING. ALSO, HE IS AN ACTIVE PERSON.”
· He is the person who good at socializing. So he is popular in his company.
· He always be the person who takes the initiative to join all kinds of events that held in company.
· He likes to play tennis with friends because he believes health competition can enhance friendship.
· He plans to join a tennis club to make more friends who like to play tennis too.
· He likes to chat with people who works in different industry. He usually gets good ideas from them.
· He usually rides his bike to work rather than takes the public transportation.
· Most of his colthes are light and functionality so he can do any spontaneous activities anywhere.
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Colin Harris OCCUPATION : CEO AGE : 53 YEARS ODL LOCATION : DUBLIN, CA
“COLIN HAS MEETING EVERY DAY AND NIGHT. HE HATES MEETING AND WANTS TO ENJOY HIS PERSONAL TIME.”
· He always goes home late night because he always has a lot of meeting with people from different countries.
· He likes to watch TV alone after work, this is the way he relax his mind.
· He has a bum knee so he can’t doing the exercise or walk too long.
· He seldom has conversation with his daughter because she usually has slept when Colin back to home.
· He eats lots of health supplements to maintain his energy.
· He likes to visit the city alone during the business trip.
· He tries to learn some Chinese because his main client comes from China.
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AUDIENCES
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Evanna Huang OCCUPATION : ONLINE SHOP FOUNDER AGE : 27 YEARS ODL LOCATION : LOS ANGELAS, CA
“EVANNA LOVES TO GO SHOPPING ALONE AND FIND SOME NEW ITEMS THAT COULD BE SOLD IN HER ONLINE STORE.”
· Evanna is a businesswoman who owns an online shop selling trending clothes.
· She is shy when talking with people face to face. · She doesn’t like party. She feels awkward and doesn’t know what to say.
· She likes to go shopping alone and find the new generation designer’s works.
· She is interested in makeup and skin care. There is a bunch of cosmetic on her dressing table.
· Her way to de-sress is baking at home and enjoy her tea time every weekend.
· She likes to get along with her cat at home rather than going outside.
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Competitors —CURRENT COMPETITORS —ADJACENT COMPETITORS —ASPIRATION COMPETITORS
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INTRODUCTION
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Current Competitors
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These game companies provide video game which people can play as single or with other players for fun or competition in the virtual world on their screen. It’s different from Nintendo. Nintendo activates play.
ACTIVISION
ROCKSTARTS
STEAM
Activision has a team that does both game development and production.
Rockstar games focus on the action game which emphasizes physical challenges, including hand-eye coordination and reaction time.
Steam is a platform on PCs. People can buy and download video games from Steam and play on Steam.
ZYNGA
SEGA
ELETRIC ARTS
Focus on web and mobile games. The games they make are simple and fun.
SEGA made lots of memorable games like Sonic Forces. Players feel good when leveling up in a SEGA game.
Electronic Arts focuses on sports. Their games always follow sports game, like NBA or FIFA.
CHAPTER 5
COMPETITORS
UBISOFT
BLIZZARD
UBISOFT is a game development company that has a broad space in the game industry. They do sports, RPG, AVG, and SRPG…..
Blizzard has its own platform on PCs with its own online game. Most of their online games focus on real-time strategy.
PLAYSTATION
XBOX
Playstation has good image processing system. People can feel and enjoy the fineness of the image that shows on screen.
XBOX is owned by Microsoft. User can use the device to play exclusive games which can only be played on XBOX.
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Adjacent Competitors
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These are companies that provide actual products for people. The products they made help people gathered for fun and happy.
WILSON
CATAN
POPEYES
Wilson provides balls for sports games. People can play for leisure an d exercise as a team and compete with others.
CATAN is a tactics board game which is more focused on strategy rather than chance.
POPEYES provides food that can easily be shared with your friends.
EDC
BUFFALO
LEGO
Buffalo specializes in puzzle and board games in which people can play with others in the same space.
LEGO is a company which makes colorful small blocks. People can use those small color blocks to stimulate their creativity.
EDC provides a space for people who love music. People can attend music events and have fun together.
CHAPTER 5
COMPETITORS
TWITCH
TANNIE’S MAGIC
Twitch is a platform for gamers to share their experience with others.
Tannen’s Magic provides magic tricks for people perform for entertainment.
UNO
BUDWEISER
UNO is popular in parties for multple players to have fun and excitement. The tempo of UNO isfast paced.
Budweiser is a beer brand. People can usually find this beer of parties.
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Aspiration Competitors
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These companies offer an interactive experience for people. People can use their five senses to feel this experience and learn something from those activities.
GAMESTOP
UNIVERSAL
ESCAPE SF
GameStop is not only a retail store but also a communty space for people who love games.
Universal creates an imaginary world that people can walk in and experience through their senses.
ESCAPE SF provides a special space and game for team up and complete quizzes together.
TEAM LAB
SOULCYCLE
TOM’S WORLD
TeamLab seeks to navigate the confluence of art, science, technology, design and the natural world. They always create the technological experiences for people.
SOULCYCLE provides cycling classes where people can interact with music and their body’s rhythm.
Tom’s World provides a space filled with arcade games that people can play and meet others who like gaming.
CHAPTER 5
COMPETITORS
REI
AIRBNB
REI is a platform and guide which offers outdoor activity classes for people.
Airbnb provides different activities and helps travelers and homeowners at destinations connect together to explore places.
SONY EXPLORA SCIENCE
EXPLORATORIUM
Sony Explorascience is a handson hall that links technology and basic science for children.
Exploratorium is a place where people can explore the world of science around human perception and maker spaces.
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Strive to the Next Phase After the introduction from our history to how we are going to evolve in the future, we would like to invite you to stick around for the next chapter. The next chapter, we will explore various logos and wordmarks. To the appearance of new brands have new understanding and position.
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CLASS GR604 Nature Identity INSTRUCTOR Hunter Wimmer PHOTOGRAPHY iStock https://rep403b.com/helping-educators-secure-their-futures/ https://www.lifewire.com/what-is-the-nintendo-switch-4148184
SOFTWARE Adobe Creative Suite TYPEFACES Lubalin Graph Din Next Pro BINDINE & PRINTING Blurb.com
THIS BOOK IS AN NON-COMMERCIAL WORK PRODUCED AS A STUDENT PROJECT FOR EDUCATIONAL PURPOSE DESIGN BY MAN LIN LIN PRINT IN UNITED STATE AMERICA
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