Open Branding Project — Proposal by Open Baseball NZ

BASEBALL NEW ZEALAND PROJECT PROPOSAL | AUGUST, 2017

BRANDON MOORE & BRIAN GUNDELL

BASEBALL NEW ZEALAND ABOUT THE DESIGNERS BRANDON MOORE has been a professional graphic

BRIAN GUNDELL is a graphic designer specializing in

artist since 2009, specializing in sports identity design.

sports design, especially branding and identity development.

He enjoys creating modern logos that are built on timeless

His other passion is for type design and in print work. Brian’s

ideas the most. Brandon’s work experience includes Ohio

experience also includes designing for the web, on-screen

State University and the Miami Dolphins, as well as a long

graphics for television, retail space design, production art,

list of clients (or “design partners”) he’s built over the years,

and custom type design.

including the Atlanta Falcons, ESPN, adidas, NASCAR, SB Nation, SportsLogos.net, and more. Brandon enjoys the process of “turning underdogs into

behance.net/brandonmoore dribbble.com/BrandonMoore twitter.com/BrandMooreArt

During his career, Brian has worked with both traditional agencies and specialty firms. He has also been fortunate enough to work with some of the most prominent athletic

champion brands” through solid, professional, long lasting

brands around the country, including numerous NCAA teams,

design. Part of his current role with the Miami Dolphins is to

the Oklahoma City Thunder, Nike, the Arizona Diamondbacks,

build its brand in the same way, where he has been part of a

the Miami Dolphins, the Miami Marlins, Minor League

creative team that consistently produces strong design with

Baseball, the University of Washington football team,

great results. The Dolphins over the last 2 years have been

adidas, and Under Armour.

one of the fastest growing NFL brands on social media and were recently nominated for Sports Business Journal’s “2017

Brian currently resides in Portland, Oregon with his wife

Team Of The Year”, the only NFL team with a nomination.

Heather, their daughter Jocelynn, and their dog Darby. He earned his degree in 2007 from the University of Oregon School of Architecture and Allied Arts, majoring in Digital Art.

briangundell.com dribbble.com/bgundell twitter.com/bgundell

BASEBALL NEW ZEALAND

BASEBALL NEW ZEALAND DESIGN PROCESS

RESEARCH

CONCEPTS

PHASE 1: Researching the history and culture of

PHASE 3: Distilling the best sketches into something a

New Zealand will play a large part in how we can design

little more tangible. We’ll take our best ideas and build them

things that connect with its people. When searching for

out and test them on mock up photos to get a feel for how

inspiration, we want to make sure we’re accurate and

they will work in the real world. Some of these mock ups

authentic. We plan to speak to actual Maori people to

can include various real-world applications, such as (but not

assist with authenticating our inspiration and concepts

limited to) polo shirts, uniform elements, billboards, t-shirts,

to make sure we’re 100% on target. If necessary, we will

scarves, and stationery. This is where we will look to Baseball

assemble a “moodboard” of ideas to make sure we travel

New Zealand for approval of concepts.

down the right path.

SKETCHING

REFINEMENTS

PHASE 2: It’s not uncommon for a single logo project to

PHASE 4: If needed, concepts may be refined for quality

see hundreds of sketches and rough ideas hashed out. This

or to the approval of Baseball New Zealand. This is usually a

is where all the ideas found in research start to take shape

fine tuning stage for the best designs.

as we design for Baseball New Zealand. We will present our sketches periodically to find the best options to move into the concept phase.

BASEBALL NEW ZEALAND

FINALIZING PHASE 5: Once a concept is approved, weâ&#x20AC;&#x2122;ll make any final adjustments to make sure all designs are able to easily be used for any application needed. This often includes packaging JPEG, PNG, and vector files for delivery.

DELIVERY PHASE 6: Final files will be made accessible by a download link provided. This is where Copyright for designs transfers from designer to client and is available to use how Baseball New Zealand sees fit.

BASEBALL NEW ZEALAND OPEN PROJECT EXECUTION WI T H N E A R LY EVERY NEW LO GO RE LEASED, MANY HATEFUL COMMENTS COME WITH THEM. OUR THEORY IS BRANDS SHOULD NOT BE SO SECRETIVE ABOUT THEIR DESIGN AND SHOULD INFORM PEOPLE ALONG THE WAY. THIS WOULD ELIMINATE THE UNEXPECTEDNESS OF THE FINAL RESULT AND TEACH ABOUT THE WORK, RESEARCH, AND THOUGHT GOING INTO THE DESIGN ALONG THE WAY. YOU GET TO SEE THE CHALLENGES FACED HEAD-ON IN REAL TIME AND EVERY DECISION MADE THROUGHOUT THE PROJECT.

PROJECT GOALS 1. Allow the public to view design process from start to finish. Because logo / branding work is often misunderstood by the general public, and these types of projects are sprung upon them, it may be beneficial to the client to allow all the planning, thought, and work to be seen, while also giving the audience time to absorb the idea of something new happening. 2. Make weekly posts which update the public on the latest steps and decisions being made during the project. 3. Use the open project model to grow online following for Baseball New Zealand and act as its own advertising and marketing campaign.

BASEBALL NEW ZEALAND OPEN PROJECT EXECUTION

PROJECT EXECUTION 1. SPORTSLOGOS.NET HOSTING

picked up by larger news and media outlets, including

2. INSTAGRAM / TWITTER / DRIBBBLE

Chris Creamer, founder of the Sportslogos.net website,

ESPN. This would allow us to take advantage of their huge

Using the built-in audience of both designers and

has generously offered to host the project on his website.

built-in audience, offering great exposure for Baseball

Baseball New Zealand, we will post the content posted

Brandon and Brian would take turns to provide a weekly

New Zealand.

at Sportslogos.net on their social media accounts, while

article which would update readers on everything

also providing a quick snapshots of work that can

happening during that week. Every third week, Chris

When we reach the concept stage, we’ll post the three

be used to promote the articles on the website.

would do an interview article, where he would hold a

directions on Sportslogos.net, providing a continued

Q&A session that would address any questions / concerns

interest and anticipation for the audience. At this point,

from the public.

we’ll do sporadic updates periodically until a direction is approved. Once all the artwork is approved by Baseball

SportsLogos.net’s twitter following is at 37.9K, and the

New Zealand, we will do a reveal article, showing off the

articles and news on Chris’ site also have a tendency to get finished pieces.

“

SUBJ EC TIV E OPINION IS THE RULE OF THE DAY. ‘I DON’ T LIKE IT T H E RE FO RE I T M UST N OT B E GO O D.’

TH E PU BL I C IS N OT IN VIT ED TO S IT IN THE L A B. D ES IGN IS A BOUT COMMUNICATION WITH PUBLIC THAT ’S UNAWARE O F M OTI VATI O N S B E H I N D A D ES I GN . — 99% Invisible, podcast

BASEBALL NEW ZEALAND NEEDS & GOALS

! NEEDS

GOALS

• LO G OS

• BRAND ARCHITECTURE

• UNIFORMS

• BRAND CONSISTENCY • B R A N D P OS I T I O N I N G • B R A N D AWA R E N E SS • PUBLIC INTEREST • P U B L I C E N GAG E M E N T

BASEBALL NEW ZEALAND MUSCLE vs. FAT T H I S P RO POSAL IN C LUD ES A LOT D ESIGN WO R K ,

MARKETING / ADVERTISING The first thing being the project itself as a marketing campaign for Baseball New Zealand. We will introduce

BUT WE THINK OF THESE ITEMS

Baseball New Zealand to a wide, global audience that will

AS “MUSCLE, NOT FAT”. IN OTHER

increase social media follower count and increase exposure

WORDS, WHAT WE’VE INCLUDED IN THIS BRANDING PACKAGE ARE THINGS THAT WILL TRULY MAKE YOUR BRAND BETTER, ARE ESSENTIAL TO THE BRAND’S SUCCESS, AND ARE NOT JUST “NICE-TO-HAVES”.

for the organization. APPAREL DESIGN This is a way for Baseball New Zealand to make money back that is spent on the project. We want to include designs that work well on t-shirts, hats, and novelty items like stickers or patches that can be purchased. We’ll do simple, one-color designs that keep the production costs to a minimum, but that can be used on multiple color background as a way to get more bang for the buck. GRAPHICS PACKAGE We want to set Baseball New Zealand up for the future. This graphics package will include a custom font, patterns, and decorative elements that make sense for the organization that will ensure a consistent brand look on all materials produced in the future.

BASEBALL NEW ZEALAND SCOPE OF WORK 1. PRIMARY ORGANIZATION MARK

5. “NEW ZEALAND” JERSEY WORDMARK

10. APPAREL DESIGNS

Create a new primary mark to replace the current koru

Create a “New Zealand” wordmark based off of the

Create a set of 6 custom and unique apparel designs,

logo in use. This is the mark that will be used in social

custom type designed for the rest of the identity program.

on three different background colors (black, white, and a

media, on stationery and official documents, on staff apparel, etc. 2. “NZ” MONOGRAM

third color to be determined). Designs will be flexible so 6. “AOTEAROA” WORDMARK

as to be applied on a number of different apparel items

Create an “Aotearoa” wordmark based off of the

(e.g. t-shirts, hats, bags, etc.).

custom type designed for the rest of the identity program.

Create a new “NZ” monogram / cap logo, based on the custom type designed for the rest of the identity program.

11. GRAPHICS PACKAGE 7. CUSTOM JERSEY LETTERING & NUMBERS

Develop a set of textures, patterns, icons, and various

Create a set of numbers and letters for the national team

different design elements, creating a library of graphics

3. DIAMONDBLACKS-SPECIFIC MARK

uniforms, based off the custom type designed for the rest

to be used going forward. This package will have flexible

Create a logo that is specific for the Diamondblacks

of the identity program.

elements to allow for customization of each design,

national team, to be used alongside the primary federation mark and NZ monogram.

while maintaining brand hierarchy, architecture, and 8. KIWI BALL LOGO Develop a logo for the Kiwi Ball development program.

4. “DIAMONDBLACKS” WORDMARK Create a “Diamondblacks” wordmark based off of the

9. CUSTOM FONT

custom type designed for the rest of the identity program.

Create a completely unique and custom typeface for Baseball New Zealand, apply that to all the identity elements, and produce a working font for installation on all organization computers.

visual consistency across all communications.

BASEBALL NEW ZEALAND SCOPE OF WORK EXAMPLES TORONTO BLUE JAYS*

PRIMARY CLUB LOGO

SAN FRANCISCO GIANTS*

CAP LOGO

PRIMARY CLUB LOGO

JERSEY WORDMARK

CUSTOM CLUB TYPEFACE

*NOTE: Toronto Blue Jays and San Francisco Giants brand & identities were not created by Brian Gundell or Brandon Moore. These are shown as an example of the work we are proposing.

CAP LOGO

BASEBALL NEW ZEALAND SPOKANE EMPIRE

CUSTOM WORDMARK PRIMARY CLUB LOGO

HELMET LOGO

CUSTOM JERSEY NUMBERS

UNIFORM DESIGN

GRAPHICS PACKAGE

GRAPHICS PACKAGE USAGE EXAMPLE

BASEBALL NEW ZEALAND ACERNI CUSTOM ENGINEERING

LITTLE HAITI FC

ALTERNATE LOGO

FA I T L A

PRIMARY LOGO

L'U

WORD MARK

LE HAITI

SECONDARY LOGO

IDENTITY PACKAGE

APPAREL DESIGN

UNIFORM DESIGN

IDENTITY PACKAGE

VEHICLE WRAP

UNIFORM DESIGN

APPAREL DESIGN

UNIFORM DESIGN

123 45 6 7890 JERSEY NUMBERS

BASEBALL NEW ZEALAND APPAREL SAMPLES

BASEBALL NEW ZEALAND CUSTOM TYPE / FONTS

SNAKE TRADE HEADLINE

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BASEBALL NEW ZEALAND PROJECT PRICING — OPTION 1

RE DAC TED ! WE ’VE RE MOV E D THE FI NA NC I A L & B I L L I N G DATA FROM THIS S EC TI O N O F THE P RO POSA L , OU T O F R E S P EC T FOR BASE BALL NE W ZE A LAN D’S P R I VAC Y TRUST US, T H I S S ECT I O N WAS N’T BL ANK

TH ER E WAS STUFF D OW N HE RE TO O. . . .

BASEBALL NEW ZEALAND PROJECT PRICING — OPTION 2

A N D THE RE WAS STU FF D OWN OV E R H E R E A S W E L L . . .

BASEBALL NEW ZEALAND

THANK YOU!

BASEBALL NEW ZEALAND