NEXT_1_ VISUAL STRATEGY GUIDE

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01 Visual Strategy Guide Megan Mashadchi

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01 Visual Strategy Guide Megan Mashadchi

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VISUAL STRATEGY GUIDE

C ON T EN TS

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OUR HISTORY

OUR FUTURE

Brand Overview

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Mission

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History

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Audience

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Brand Timeline

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Our Future Look

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Our Past Look

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03 COMPETITORS

Past Competitors

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Current Competitors

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Aspiration Competitors

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Moving Forward

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01 OUR HISTORY

Brand Overview

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History

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Timeline

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Our Past Look

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Brand Overview

NeXT was an American computer and Software company founded in 1985 by Apple computer co-founder Steve Jobs, based in Redwood city, California,that developed and manufactured a series of computer workstations intended for the higher education and business markets. NeXT was founded by Jobs after he was fired from Apple, along with several co-workers. NeXT introduced the first NeXT Computer in 1988, and the smaller NeXTstation in 1990. The NeXT computers experienced relatively limited sales, with estimates of about 50,000 units shipped in total.

Nevertheless, their innovative object oriented NeXTSTEP operating system and development environment were highly influential.

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History

After leaving Apple in 1985, Steve Jobs founded a new company called NeXT, Inc which unveiled its first product, the NeXT Computer, at a gala event in 1988. The NeXT combined powerful hardware and software in ways that had never been done before.

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First, NeXT based its machine on the Motorola 68030 processor running at a screaming 25 Mhz and coupled it with the first built-in Digital Signal Processor. NeXT’s system software was designed to rival the best offerings of the Macintosh and PC: NeXT used the rock-solid UNIX operating system and added its own elegant, proprietary graphical user interface. Boasting a high-resolution display, built-in Ethernet, CD quality sound, and multimedia e-mail, the NeXT Computer was packaged in a stunning one-foot by one-foot black magnesium cube.

The company developed and manufactured a series of computer workstations intended for the higher education and business markets.

Introduced with great fanfare in 1988, the NeXT computer was targeted at educational establishments only, and sold for $6,500.

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Timeline

1989 The first machines were tested and sold to universities with a beta version of the NeXTSTEP operating system installed.

1985 Steve Jobs left Apple and founded the company, NeXT,Inc.

1987 The NeXT’s first factory was completed in Fremont, CA.

1988 The NeXT Computer, AKA the cube was introduced at the San Francisco’s Symphony Hall.

1986 Paul Rand was hired by Jobs to create the brand identity.

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OUR HISTORY

1991

1993

NeXT started porting the NeXTSTEP

NeXT stopped manufacturing

operating system to IBM PC

hardware and the company was

compatiblecomputers using the Intel

renamed NeXT Software Inc.

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2019 Reborn of the brand, Next, with a similar Soul and Mission.

80486 processor.

1992 A demonstration of the port was displayed at the NeXTWorld Expo.

1996 1990

Apple Computer bought NeXT

NeXT released a second generation

in to upgrade the Macintosh

of workstations, running at 25MHz

operating system failed.

on the Motorola 68040.

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Our Past Look The old Next was all about learning and technology at academic Institusions and universities.

NeXT

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Mission

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Audience

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Mission

The original vision for the NeXT computer was a high-end workstation for academia. In addition, the early target market focus for the NeXT computer was higher education. And the early value proposition centered on “interpersonal computing�.

The rebranding objective is to create a wide range of extensions such as products or services for higher education. The new NeXt brand is a platform that opens opportunities to explore, inspire and create.

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Audience

The main target audience are people who would like to grow to a better version of themselves and learn something new everyday.

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The Workaholic • A business owner who is growing his company.

He always has an active role in his business. He has his hands in almost every job function and struggles to delegate tasks to his employees.

• Sometimes John’s uncertainty is an obstacle in the way of his work since he cannot trust to give a task to his employees and that makes him tired and overworked.

• John has a business degree and got his Masters in Computer Science from MIT and he really cares about the education. He is always looking for smart and talented newly graduates to join his company.

• Name: John Wang • Age : 39 Years old • Job :

CEO

• Location : Palo Alto, CA • Income : $$$$

• John believes nothing is more important than education so, he tries to help younger hardworking interns who wants to pursue higher education.

• John is single and spends his weekends with his friends,brainstorming and discussing business.

• John tries to find a balance between his personal life and work so he can travel and explore new places. It is important to John to live a balanced life so he can be a better leader.

• Smart phone, laptop and smart watch are tools that are inseparable from John since he constantly gets emails and updates from work even on weekends and holidays.

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The Math Teacher

• A high school teacher who is passionate about teaching and enjoys exploring new teaching methods to keep the students more engaged to their lessons in the class.

• Feriba creates Info-graphics and chart as she believes quality of teaching has a big impact on the achievement of students.

• It is important to Feriba that her students understand the nature of maths and what it means.

• As a teacher Feriba likes to have a relationship with her students so she tries to create a friendly environment in her classroom as interaction between students and teacher can have big impact on learning.

• Name : Feriba Chopra • Age : 36Years old • Job : High School Teacher • Location : Detroit, MI • Income : $$$

• Feriba believes A teacher’s professional behavior, including supporting colleagues and talking with parents, also had a moderate impact on students’ learning.

• One of Feriba’s techniques in classroom is putting students in groups as it helps her to manage the class better and also it makes a difference to her students learning.

• As a teacher Feriba carries her personal laptop and tablet to stay updated with her emails and her schedule.

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The Fashion Enthusiast

• Julia is a blogger and influencer who travels a lot.

She mostly posts inspirational beauty /outfit ideas and videos.

• Julia attends different events and constantly updates her followers during her experiences.

• As a blogger and influencer Julia has a busy lifestyle and she needs to stay on schedule for all the photo shoots, appointments, meetings and events.

• Julia loves her job but she worries that what she is already doing stops her from pursuing her dreams that is moving to New York and studying fashion.

• Name: Julia Martinez • Age : 24 Years old • Job :

Artist

• Location : San Diego, CA • Income : $$

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• Julia sketches on her tablet whenever she gets a chance hoping one day she can have her own clothing brand.

• Having thousands of followers on social media is what motivates Julia the most and she is hoping to have more followers from all around the world.

• Julia owes her lifestyle and job to her followers and mainly social media that has been the main platform for her.

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The Passionate Journalist

• As a journalist Micheal needs to stay on top of political, financial and social developments, or researching celebrity and human interest stories.

• Micheal usually have in-depth conversations with an editor about what stories are current and unusual, suggesting a perspective on the world that should be brought to light.

• Micheal’s days are not ever the same as finding the best material for a story could mean attending a press conference, holding an interview over the phone, traveling through professional contacts, or hammering out paragraphs.

• Name : Michael Ford • Age : 55 Years old • Job : Journalist • Location : Brooklyn, NY • Income : $$$$

• As Journalist Micheal needs to be able to come up with their own content generate ideas that needs special tools such as a note pad, a tablets and a professional camera.

• Micheal finds his job very rewarding as intelligence, foresight and quick-thinking is satisfying to him.

• Micheal has strong social skills and passionate for communication and networking.

• Micheal’s job requires him to travel and explore unknown parts to gather materials.

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The Food Lover

• Ahmed went to a culinary school in Oklahoma hoping to open his own restaurant one day.

• He is currently working in a Hotel as a pastry chef and he is trying to work his way up so that,he can open his own restaurant.

• Ahmed left his job as a school teacher to go to culinary school and follow his dreams as a chef.

• Ahmed started cooking since he was 5 and his mom taught him to cook.

• He watched a lot of food shows on the Food Network to learn new recipes.

• Name: Ahmed Sayeed • Age : 23 Years old • Job :

Chef

• Location : Tulsa, OK • Income : $$$

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• Ahmed Also owns a lot of cook books that uses as inspiration and he tries to play with the ingredients.

• Ahmed loves to travel and try new foods.

He enjoys getting to know different cultures and food.

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The Caregiver

• Janette is a caregiver who spends most of her time with the elderly or patients.

• Janette has two daughters in college and she barley get to see them.

• Janette works hard to give her two daughters anything she can.

• Janette sometimes goes to homes to take care of elderly and she takes her tablet with herself so she can check some symptoms of patients or check a drug that she does not know about.

• As a caregiver, a tablet is an essential tool.

• Name : Janette Harris • Age : 49 Years old • Job : Nurse • Location : Phoenix, AZ

• Janette inspired from her situation and she started start a company that offers caregivers Web tools and one on one consultations across the country.

• As a Mother, Janette always wants the best for her daughters and that is why she works hard to help her daughters with their education.

• Income : $$$

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The Adventurer

• Tom works in the North Face as a retail manager and he is an outdoorsy guy.

• To Tom being an adventurer does not mean only jumping off airplanes or diving through shipwrecks. Being adventurer means so much more to him.

• He loves going off to the unknown to experience something new.

• Tom spends his time in outdoors when he is not at work.

• Tom enjoys skiing, hiking, mountain biking and camping. He believes every adventure is about seeing the world from a different perspective.

• Name: Tom Sanchez • Age : 41 Years old • Job :

Retail Manager

• Location : Salt Lake City, UT • Income : $$$

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• Tom likes to peruse his dreams while he enjoys his life. He is working towards his goal to become a professional mountain climber.

• Tom enjoys writing when he is alone, spending time in the nature. He also enjoys reading books and self educate himself.

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The Medical Student

• Medical school keeps April busy. However, she tries to find the balance in her work/life/fun.

• As a Medical student April needs to be organized and keep track of her schedule and have her time managed. Planners and alarm clock has been her savior.

• April spends her weekends with her friends and family.

• April’s dream is to become a doctor and help people who live in areas that lacks health care.

• As a Medical student Jessica is curious and she spends most of her time studying at the library going through her class materials.

• Name : April Perry • Age : 28 Years old • Job : Student • Location : Kansas City, MI

• April has strong social skills and passion for communication and networking.

• April loves her family but she doesn’t get to see them much but she face times with her family every once in a while.

• Income : $$

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Our Future Look The future Next is all about exploring, learning, interacting with technology and getting inspired.

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OUR FUTURE

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03 COMPETITORS

Past Competitors

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Current Competitors

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Aspiration Competitors

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Moving Forward

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Past Competitors

Selected brands are technology related companies that could compete with Next All these companies had a common goal towards education as they shared some similar products.

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Samsung is a designer, manufacturer and distributor of electronic products that includes mobile phones, printers and etc.

Microsoft develops, manufactures, licenses, supports and sells computer software, consumer electronics, personal computers and laptops.

Nokia is a communications and information technology firm that provides mobile telephony, and digital health services.

Hitachi is an industrial conglomerate that operates in telecommunications, power systems, industrial systems and transportation.

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Panasonic manufactures security systems, mobile equipment and electronic products.

Motorola designs, develops, builds and markets mobile phones.

Intel designs and builds processors, motherboards, electronic disk, storage devices and mobile chips.

IBM manufactures and markets computer hardware and software, offers infrastructure, hosting and consulting services.

Hewlett Packard is a provider of IT infrastructure, hardware and storage solutions.

Dell is a computer technology company that develops, sells, repairs and supports computers and related products and services.

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Adjacent Competitors

Selected brands are technology related companies that can be beneficial in education in some way. These brands are mostly well known and they are expected to be around in the future.

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Dropbox develops a cloud-based platform that allows users to store and share photos, documents and videos.

Oracle is a computer technology company that provides IT infrastructure, business intelligence, server and storage systems for businesses.

LG Electronics is a manufacturer, marketer and seller of electronic products such as refrigerators, washing machines and mobile phones.

Bing owns and operates a web search engine.

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SpaceX designs, manufactures and launches rockets and spacecrafts.

Oculus is a producer of virtual reality hardware to the cloud-based gaming industry.

Lenovo is a computer technology that manufactures and distributes personal computers, laptops, smart phones and accessories.

A U.S. government agency that researches and develops aerospace technology.

Autodesk develops multinational software that enables users to design and create models for engineering and entertainment industries.

Adobe Systems engages in the design and development of digital marketing and media solutions.

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Aspiration Competitors

Selected brands are technology related companies that can be inspirational in different ways while they can follow the similar mission to Next.

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Coursera is an educational technology company that offers open online courses from a network of universities and educational organizations.

SugarSync provides file sharing, collaboration and synchronization across desktop computers and mobile devices.

United Technologies provides technology products and services to building systems and aerospace industries.

TED is a platform for ideas worth spreading.

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Qualcomm develops, manufactures and markets digital wireless telecommunications products and services.

Philips is a provider of magnetic resonance imaging and computed tomography services.

Epson is a manufacturer of computer printers, information and imaging related equipments.

Pinterest is an online service that allows users to share images through social networking.

Echo360 is a lecture capture technology for enhancing students educational experience.

Top Hat is a cloud-based platform that helps college professors to deliver course content and monitor students attendance.

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Moving Forward

This book shows the Visual strategy process and we are going to show you how we are going to develope the new identity in the next book.

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Design Megan Mashadchi Typography Grad Proxima Nova Instructor Hunter Wimmer Course GR 604 Nature of Identity Fall 2018 Copyright 2018 by Megan Mashadchi.

All rights are reserved.

This book is a non-comercial project for educational purposes and it is not intended to represent the NeXT. Inc brand.

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