Red Meets Blue Brand Journey Case Study

T H E

brand

J O U R N E Y

C

A

S

E

S

T

U

D Y

A F E W T H O U G H T S A B O U T

brand “Any fool can put on a deal, but it takes genius, faith and perseverance to create a brand.”

David Ogilvy

“Your premium brand had better be delivering something special, or it’s not going to get the business.”

Warren Buffet “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing” John Russell, President, Harley-Davidson “The primary focus of your brand message must be on how special you are, not how cheap you are.

The goal must be to sell the distinctive quality of the brand.”

Kerry Light, Brand Strategist

T H E

brand

J O U R N E Y

It was a defining moment when we realised something at Red Meets Blue. Something that changed us.

We realised that our ability to design was not merely enough. It felt empty without direction.

It was only in our commitment to the strategic process of understanding a brand, it’s audience and what a brand really neeeded to say that our designs came alive. When we made that decision to truly invest into the process of branding, we found something special happen. The brands we created made sense, and not just to us, but to those who interacted with them. These brands out performed the others. The foundation of research, strategy, long conversations and creative thought had reaped the rewards we’d been longing to see.

The results speak for themsleves, and we have been committed to building great brands ever since that day.

Our process is defined.

It is built on strategy.

It provides room for creativity.

It thrives on measurability.

Step 1: Brand Strategy

Step 6: Brand Campaign

Step 2: Brand Identity

Step 5: Brand Story

Step 3: Brand Collateral

Step 4: Online Brand

Our Process

BRAND AUDIT We conduct an analysis of your business and brand position, to identify the strategic path to reaching your goals for brand. The Brand Audit finishes with a customised proposal of the next steps forward.

FIRST INVOICE First invoice is on its way with a direct debit form for payment. Easy.

FIRST CONSULT We book you in for your first brand strategy consultation, usually run from 9am - 12:30pm.

The consult is an indepth look at your company, audience, market and values and is catered to combat any potential sugar and caffeine lows.

DOCUMENT REVIEW

1 2 4

FIRST INVOICE

2

FIRST CONSULT

as per the plan The project rolls forward as you with deliverables being provided cards, need them including business etc... stationery, point of sale material

SETUP THE PROJECT Straight to work system • Set up the project in our and schedule resources and • Create the milestones task-by-task project outline

5

Chart for • Develop the timeline Gantt presentation at first meeting

6

RESEARCH + BRAND STRATEGY REPORT WRITING is researched and written Your brand strategy report moving forward. with key brand recommendations and on email as PDF. You’ll receive this in the mail material and research We also share our reading for those of you who documentation as an appendix like further reading.

7

our board room to We hold a 2nd meeting in and approve a review the strategy document brand. path forward for your new

PROJECT MOVES FORWARD

by We receive written confirmation go. email that you’re good to

4

brand strategy We book you in for your first from 9am - 12:30pm. consultation, usually run look at your company, The consult is an indepth and is catered to audience, market and values and caffeine lows. combat any potential sugar

DOCUMENT REVIEW

LET’S MOVE AHEAD

3

with a direct First invoice is on it’s way debit form for payment. Easy.

8

ONTO THE LOGO AND THE REST IS HISTORY

waiting for. A logo design This is the part you’ve been of explanation around each concept presentation with until approval. our ideas and refinement

9

everything else rolls out Once the logo is approved, to trademarking. seamlessly from brand elements

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You’ll receive this in the mail and on email as PDF. We also share our reading material and research documentation as an appendix for those of you who like further reading.

8

1

your business We conduct an analysis of the strategic and brand position, to identify for brand. The path to reaching your goals a customised Brand Audit finishes with forward. proposal of the next steps

POST PROJECT REFLECTION MEETING

but we’d still love to sit The project has finished coke and reflect down over a cocktail* or the future. on the process, and discuss * Cocktail optional.

PROJECT MOVES FORWARD The project rolls forward as per the plan with deliverables being provided as you need them including business cards, stationery, point of sale material etc...

RESEARCH + BRAND STRATEGY REPORT WRITING Your brand strategy report is researched and written with key brand recommendations moving forward.

7

J O U

Straight to work • Set up the project in our system and schedule resources

• Develop the timeline Gantt Chart for presentation at first meeting

6

brand R N E Y

SETUP THE PROJECT

• Create the milestones and task-by-task project outline

5

T H E

BRAND AUDIT

We receive written confirmation by email that you’re good to go.

3

We hold a 2nd meeting in our board room to review the strategy document and approve a path forward for your new brand.

Our Process

LET’S MOVE AHEAD

9

ONTO THE LOGO AND THE REST IS HISTORY This is the part you’ve been waiting for. A logo design concept presentation with explanation around each of our ideas and refinement until approval.

Once the logo is approved, everything else rolls out seamlessly from brand elements to trademarking.

10

POST PROJECT REFLECTION MEETING The project has finished but we’d still love to sit down over a cocktail* or coke and reflect on the process, and discuss the future. * Cocktail optional.

Step 1: Brand Strategy

Gantt chart project timeline supplied on project start

Step 2: Brand Identity Jun '13 31 3

Benchmark Property Manag...

Step 3: Brand Collateral Step 4: Online Brand Step 5: Brand Story Step 6: Brand Campaign

start

end

Brand Strategy Brainstorm Brand story development & refinem...

Client feedback on brand story Brand direction report finalised Brand experience mapping

07/06/13 28/06/13

Logo Development Concept Development Client review Refinements Approval Ad concepts Refinements Ad approvals

27/06/13 29/07/13

Stationery (letterhead, business ca...

Concept development Client review Refinements Approval Send to print Printing

17/07/13 15/08/13

Other Collateral Folder, signage and car wrap design Client review Refinements Approval Send to print One-page logo spec sheet

30/07/13 23/08/13

Website Design Site map developed Site map approved Preliminary website content provided Web Concept Development (home p...

Client review of concepts Refinement of concepts Client approval of home page Concept development of sub-pages Client review Client approval of all concepts

22/07/13 21/08/13

Website Coding Final content required from client Brief development team Coding of 10 PP responsive website Client review Revisions and refinements Client approval of all pages Build CMS (Content Management Sys...

22/08/13 30/09/13

Testing Final payment before going live Testing Training documents for client admin Final checklist Go live

02/09/13 30/09/13

Video - 1 minute motion graphics Script and storyboard dev Storyboard approval Motion graphics - first 20 seconds Approval of first 20 seconds Motion graphics - remainder Refinements Final approval Render and upload

12/08/13 19/09/13

Monthly payments due June July August September

03/06/13 02/09/13

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Brand Strategy Document written & presented About Branding: The importance

The brand is what communicates us to our audience.

This brand helps define the experience they will have with us.

• • • • • • •

Project Plan & Timeline Dedicated Account Director Client Brand Consult Session (1/2 day) Internal Brand Strategy Session Market Research Brand Strategy Document Brand Positioning & Differentiation

Their experience, or sum of experiences is what will help them create their perception.

It is this perception that impacts their behaviour (I.e. Their decision to use us or not), and of course that decision is what drives sales and business performance.

the brand COMMUNICATION DEVICES Defines

the experience THE EXPERIENCE WITH US Informs

brand perception WHAT THEY THINK OF US Affects

customer behaviour THEIR PURCHASING DECISION Drives

ing

How does brand impact performance?

Companies looking for talent RIGHT NOW Goal To service their needs now and to establish long term relationships with them based on service and outcomes.

Step 1: Brand Strategy

Senior management Directors of company

Preferable scenario Knowing about the need for resource early on allows us to help with the preparation work and increases the quality of candidates that can be sourced.

Custom written document specific to your target market, business, industry and branding needs

Step 2: Brand Identity Step 3: Brand Collateral

Management Hiring/HR managers Recruitment managers Commercial manager

What are we trying to achieve?

T H E

1. Establish relationship Ideally recruitment manager mostly male Relationship gets us over the line

brand

J O U R N E Y

Team Senior recruiter Recruiter

2. Sign agreement Preferred supplier agreement signed for future 3. Education & support Educate recruiters lower down the management chain on why recruiters are worthwhile and why Mills is better than the others

Step 4: Online Brand Step 5: Brand Story Mills Resources Branding Strategy Report

Step 6: Brand Campaign The process of creating a brand

Prepared by John Cinquina Date June 2013

The Logo

Creative Direction: Integrated communications strategy

Logo development based on the foundation of strategy All communications must be unified around a compelling brand idea to maximise consistency and efficiency of brand activities.

Look and Feel Turning our messaging into a

Current Beliefs

Current Action

1. We don’t need recruiters: we can do without 2. All recruiters are the same 3. I don’t like recruiters

1. Don’t use recruiters 2. Just pick anyone 3. See them as a necessary evil

look and feel. Let it inform the

Targeted Messages

aesthetic. Font style, colours, icons, ideas, feel, genre etc.

How do we say it specifically to the audience?

Defining Core Messages

Key Messages

A

N

The pain of not using us is great

What does our brand stand for

2. DEVELOPED EXPERTISE

Specialised recruitment and industry focussed from years in the field

at its core?

3. ALIGN OURSELVES

Communicate our purpose & passion to give back to industry Our experience in the industry - they are just like me

What do we want to say?

4. FRIENDLY & ENGAGING

The experience with us is enjoyable Our documentation is friendly and well thought through

D

VALUES

Desired Action

1. Mills is different to the other agencies 2. Using Mills makes my life better 3. I like Mills and their approach

1. Sign the preferred supplier contract 2. Give us permission to come and consult 3. Give us a call next time they need something

The Audience: Our messaging framework How do we tailor our message to engage with each level of the audience?

This is vital to understanding how best to approach the market

Senior management Directors of company

Management Hiring/HR managers Recruitment managers Commercial manager

important to us too

Use recruiters because...

Our messaging focuses on the decision to use recruiters

We used to be in your shoes. We don’t like it, and never be like that. We’re not recruiters. We’re organisations to develop processes, streamline y best people to fill positions. We then offer after o ensure the relationship is long lasting. Now that er does it?

Use Mills because...

Our messaging focuses on ensuring our value proposition is so high that they pitch our services back up to management if costs are cut

Icon vs Text We recommend trialling both text only logos and logo/icon combinations but with each icon, ensuring it is not over communicated.

It must be simple, easy to understand and dynamic.

Use Mills instead of...

Our messaging focuses on separating us from the rest of the market - we are unique and different

The Font & Typography Font recommendations are semi-bold (not too light, not too bold) in a modern (not traditional) style font.

Font should be innovative to communicate the consulting side of what we do but also strong and sturdy (as a connection to the industry we are a part of).

Here to help not hinder Our messaging focuses on reaffirming that we are here to help not hinder, and to work with over a period of time. Our involvement is the best thing for you, not the worst thing

Voice Tone should be self assured, confident, straight to the point, friendly, open, transparent, positive, enjoyable to deal with (as opposed to boring) and smart.

We want to come across as the clever/smart brand who knows how to say things right.

Key Differentiations

EXPERTISE FROM EXPERIENCE

SERVICE TO BOTH SIDES

The ability to identify quality candidates and find the right people for the right job is vitally important and not a process to be treated lightly.

We are good at it because we’ve done it so much.

The ability to take care of candidates post placement with all the extra stuff is what ensures longer, happier, more successful placements.

The Logo

Colour Palette We recommend continuing to utilise the blue (light blue) whilst also bringing in a secondary colour for further differentiation still within the blue/green palette. The cooling/calming effect of these colours are non confrontational in approach.

Manager instructs them on who they can use

Team Senior recruiter Recruiter

call us recruiters

Describing statements

Visual style The Mills Visual style will be friendly, engaging, precise and cool. Where we will differentiate from the industry is in our attention to being a cut above the competitors and our visual style will aid in that communication.

Director makes decision on using recruiters

r thing. The better we are at what we do, the ur aim. To make you look good. Your job is just the one we’re placing.

Research & questions Core purpose

Desired Belief

mportant too

usiness. Placements start to look like numbers.

We believe that in amongst all this need to fill a ple are vitally important. Not any person will do expertise needed jobs. Getting the right person in hey love it is what we’re good at and what we love.

specific messages

1. UNDERSTAND THE RISKS

Understanding who we are R

How do we turn core into

Additional Reading

Direction on graphics Graphics should be streamlined, clean, with a good use of imagery (playing with colour and mono tone blue). When using people in the shots, must feel authentic, real (not fake and stock photo bought).Clean lines, jagged angles to communicate precision, strength and design.

Comparative Designs Architectural design logos and European consulting style businesses. Both of these comparative design style industries deal with construction / logic / process driven / people as a combination and still manage to develop an innovative look to their brand.

Copy writing Friendly, to the point, less words instead of more. A focus on the story, the why, the purpose instead of just the what. A focus on why we’re different instead of just the services we offer.

Trademarking process We recommend this logo and brand mark begin the trademarking process for national and New Zealand protection ensuring the brand can move forward without any potential roadblocks.

Application & context Logo will be seen in sales pack print, motion graphics describing video, online website and stationery / email contexts as the primary devices.

Step 1: Brand Strategy Step 2: Brand Identity Step 3: Brand Collateral Step 4: Online Brand Step 5: Brand Story Step 6: Brand Campaign

Ideation and sketches 10 concept groups presented for initial logo presentation with 5 rounds of refinement based on review.

Brand Logo Design Brand Elements Trademarking Management Focus Group Testing & Report (where necessary) Creative Campaign Ideation Brand Sayings and Slogans Copywriting for Print & Web Photography Interim Online Splash Page

FROZEN YOGHURT & DRINKS BAR

Step 1: Brand Strategy

LOGOS DRAFT 1

LOGOS DRAFT 1

Step 2: Brand Identity

FROZEN YOGHURT

FROZEN YOGHURT

& DRINKS BAR

Step 3: Brand Collateral

& DRINKS BAR

FROZEN YOGHURT

FROZEN YOGHURT

& DRINKS BAR

& DRINKS BAR

Step 4: Online Brand FROZEN YOGHURT & DRINKS BAR

Step 5: Brand Story

FROZEN YOGHURT

FROZEN YOGHURT

LOGOS DRAFT FROZEN YOGHURT

& DRINKS BAR

B

A

B

& DRINKS BAR

& DRINKS BAR

LOGO DRAFT 3

C

FROZEN YOGHURT

FROZEN YOGHURT

& DRINKS BAR

C

& DRINKS BAR

& DRINKS BAR

FROZEN YOGHURT

LOGOS DRAFT 3

FROZEN YOGHURT

FROZEN YOGHURT

& DRINKS BAR

FROZEN YOGHURT

& DRINKS BAR

A

FROZEN YOGHURT

& DRINKS BAR

FROZEN YOGHURT

1

& DRINKS BAR

Step 6: Brand Campaign

FROZEN YOGHURT

& DRINKS BAR

& DRINKS BAR

The conceptual ideas and designs within this document are confidential in nature and reproduction in whole or part without permission is an infringement of copyright.

CLIENT: THE MIX ALTERNATIVE FONT OPTIONS

The conceptual ideas and designs within this document are confidential in nature and reproduction in whole or part without permission is an infringement of copyright.

CLIENT: THE MIX ALTERNATIVE L O G O FONT D R OPTIONS AFT 2

FROZEN YOGHURT & DRINKS BAR

A

B

C

FROZEN YOGHURT & DRINKS BAR

ROPE The conceptual ideas and designs within this document are confidential in nature and reproduction in whole or part without permission is an infringement of copyright.

a

SKYWALKER

The conceptual ideas and designs within this document are confidential in nature and reproduction in whole or part without permission is an infringement of copyright.

ACCESS

R O P E

CLIENT: THE MIX OPTION 1

A C C E S S

R O P E

B

A C C E S S

C

SKYWALKER

CLIENT: THE MIX DRAFT 3

R O P E

A C C E S S

d

FROZEN YOGHURT & DRINKS BAR

A

SKYWALKER

B

R O P E

A C C E S S

redmeetsblue

WHITE

BOX

.com.au

E

The conceptual ideas and designs within this document are confidential in nature and reproduction in whole or part without permission is an infringement of copyright.

WHITE

BOX

SKYWALKER R O P E

A C C E S S

f

SKYWALKER R O P E

SKYWALKER R O P E

A C C E S S

A C C E S S

G

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CLIENT: HEARD OF AUSTRALIA GLOBAL LOGO

The conceptual ideas and designs within this document are confidential in nature and reproduction in whole or part without permission is an infringement of copyright.

CLIENT: skywaLkEr drafT 2

Step 1: Brand Strategy Step 2: Brand Identity

Finalise logo to all versions

Step 3: Brand Collateral Step 4: Online Brand Step 5: Brand Story Step 6: Brand Campaign

Cream

Chocolate

Darker Green

Interim splash page set up

Mint

Mint

Darker Green

Cream

Chocolate

Pantone 564

Pantone 563

Pantone 4545

Pantone 411

#99CCC2

#89C1B6

#EEEAD2

#715252

R G B

153 204 194

R G B

137 193 182

R G B

238 234 210

R G B

113 82 82

C M Y K

40 4 27 0

C M Y K

47 7 31 0

C M Y K

6 4 18 0

C M Y K

48 64 56 29

What you receive: • • • • • • • • • •

Full logo Icon only (if applicable) Fonts Full Colour for Print CMYK, Web RGB & Pantone Logo specification sheet Mono coloured logo Reversed Out JPG, PDF, PNG, EPS, AI files formats Email signature Complete ownership of copyright

Google

Step 1: Brand Strategy

Trademarking Management

Step 2: Brand Identity

®

TM

Focus Group Testing on request Copywriting, Photography

Step 3: Brand Collateral Step 4: Online Brand

Slogan, Brand Saying Development Creative Ad Campaign Ideation

Step 5: Brand Story Step 6: Brand Campaign

iPad

soundtrack your life.

AT&T

soundtrack your life.

is for you

your life is a soundtrack

is for you

is for you

12:34 PM

We’re Vu... & we’re hear to tell you music streaming is about to get a whole lot better.

Coming really really soon Coming really soon vumusic.com.au

music.com.au

Paramount to Vu’s success will be the partnerships with companies such as Medianet and Echo Nest, both of whom are considered wor leaders in providing content delivery and discovery tools for d music. Echo Nest will provide cutting edge discovery and radio which, alongside the key functional areas, will ensure Vu launch features unseen in a single, multi platform application.

A continued program of design and development will see, among things, the addition of editorial and unsigned features to Vu late

Following a successful launch in Australasia, Vu will establish a throughout Asia Pacific. Based in Singapore the expanded serv launch in mid to late 2013 and will ensure relevance through a c focus on local culture and music.

Step 1: Brand Strategy

®

Trademarking Management

Step 2: Brand Identity

TM

Focus Group Testing on request Copywriting, Photography

Step 3: Brand Collateral Step 4: Online Brand

Slogan, Brand Saying Development Creative Ad Campaign Ideation

Step 5: Brand Story Step 6: Brand Campaign

Where yoghurt, drinks and friendly people come together in the name of deliciousness.

SAY NO TO THE MOW SAY NO TO THE MOW

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reasons to go green

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We’ll answer questions directly, provide accurate information, and follow up on every undertaking.

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05 easy payment options. We all have times when upfront payment hurts. at go green, we ‘get’ that interest hurts too.

If you want to discuss payment options, it won’t hurt a bit.

06 Wholly Wa-owned. these days, you sometimes face a choice between backyard cowboys and big national or multinational companies. We’re neither. We’re a solid, local company. We’d say we were grass roots if that wasn’t so yesterday.

Stop working for your lawn 13 44 25 www.gogreenartificiallawns.com.au

07 Health-conscious. there are artificial products out there that don’t meet our standards. We’ve seen lawns from certain large asian manufacturers that just don’t cut it. all our lawns are either australian-made or the imported from the netherlands (we know how fussy the Dutch are). safe for children and pets, our products exceed all quality assurance standards.

Check out our collection of prisitine lawns on our website, or call us for more info. www.gogreenartificiallawns.com.au 13 44 25

Natural lawNs Better for your family. Better for the environment. Better for your bank account

All round better lawn All year round

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Go Green lawns. Perfect all year round Call or visit our website today and see how we can save you time and money.

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The Mix welcomes you.

Grab a cup & start mixing.

Yoghurt, just got classy.

Step 1: Brand Strategy

0403 122 496 nathan@skywalkeraccess.com.au skywalkeraccess.com.au

Panoramic Financial Solutions Pty Ltd

ABN 73 158 633 302

08 9381 6300 9/502 Hay St, Subiaco WA 6008

08 9381 6300 9/502 Hay St, Subiaco WA 6008

www.panoramicfs.com.au

www.panoramicfs.com.au

Corporate Authorised Representative and Corporate Credit Representative of Securitor Financial Group Ltd ABN 48 009 189 495 AFSL and Australian Credit Licence 240687

Corporate Authorised Representative and Corporate Credit Representative of Securitor Financial Group Ltd ABN 48 009 189 495 AFSL and Australian Credit Licence 240687

(Entrance off Railway Rd)

Step 2: Brand Identity

Panoramic Financial Solutions Pty Ltd

ABN 73 158 633 302

(Entrance off Railway Rd)

9 January 2013 Mr John Johnson Marketing Manager Corporate Global Inc. PO Box 1234 Johnsontown WA 6111

Step 3: Brand Collateral

Dear Mr Johnson, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer nec odio. Praesent libero.

Sed cursus ante dapibus diam. Sed nisi. Nulla quis sem at nibh elementum imperdiet. Duis sagittis ipsum. Praesent mauris. Fusce nec tellus sed augue semper porta. Mauris massa.

Vestibulum lacinia arcu eget nulla. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos.

Step 4: Online Brand

Curabitur sodales ligula in libero. Sed dignissim lacinia nunc. Curabitur tortor. Pellentesque nibh. Aenean quam. In scelerisque sem at dolor. Maecenas mattis. Sed convallis tristique sem. Proin ut ligula vel nunc egestas porttitor. Morbi lectus risus, iaculis vel, suscipit quis, luctus non, massa. Fusce ac turpis quis ligula lacinia aliquet. Mauris ipsum.

Nulla metus metus, ullamcorper vel, tincidunt sed, euismod in, nibh. Quisque volutpat condimentum velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per

Step 5: Brand Story

inceptos himenaeos. Nam nec ante. Sed lacinia, urna non tincidunt mattis, tortor neque adipiscing diam, a cursus ipsum ante quis turpis. Nulla facilisi. Ut fringilla. Suspendisse potenti. Nunc feugiat mi a tellus consequat imperdiet. Vestibulum sapien. Proin quam. Etiam ultrices. Suspendisse in justo eu magna luctus suscipit. Sed lectus.

Kind Regards,

Step 6: Brand Campaign N AT H A N D U X F I E L D Director

Stationery Folder Booklet Brochure Flyer Newspaper Ad DM Pieces Internal Posters Outdoor Packaging On Request items

skywalkeraccess.com.au

Brad Adams

Brad Adams

B.App.Sc (Biol), G.Dip (Aqua), MBA

B.App.Sc (Biol), G.Dip (Aqua), MBA

Chief Executive Officer

Chief Executive Officer M

E

0417 910 023 PO Box 231, Augusta WA, 6290 brad@oceangrown.com.au

E

0417 910 023 PO Box 231, Augusta WA, 6290 brad@oceangrown.com.au

W

oceangrown.com.au

W

oceangrown.com.au

M A

A

Brad Adams B.App.Sc (Biol), G.Dip (Aqua), MBA

Chief Executive Officer

E

0417 910 023 PO Box 231, Augusta WA, 6290 brad@oceangrown.com.au

W

oceangrown.com.au

M A

David Pitt Dip FP

DIRECTOR / FINANCIAL PLANNER P: 08 9381 6300 M: 0404 011 424 E: david@panoramicfs.com.au A: 9/502 Hay St, Subiaco WA 6008 (Entrance off Railway Rd)

www.panoramicfs.com.au

Nerida Cottrell 0417 542 908

themixfrozenyoghurt@gmail.com themixfrozenyoghurt.com 14, 639 Beach Road, WaRWick 6024 (outside GRand cinemas)

Authorised Representative of Securitor Financial Group Ltd ABN 48 009 189 495 AFSL 240687

Step 1: Brand Strategy Step 2: Brand Identity Step 3: Brand Collateral Step 4: Online Brand

Mission Statement Heard of Australia are International Relocation Concierge experts. We are dedicated to providing the smoothest of transitions for your move to Australia, meeting every individual need and exceeding your expectations with our outstanding customer service

Step 5: Brand Story Dean Heard Director

Boyd Fraser Director

Step 6: Brand Campaign Logo Number Two

Stationery Folder Booklet Brochure Flyer Newspaper Ad DM Pieces Internal Posters Outdoor Packaging On Request items

Partners with Heard of Australia

Brochure - First Inside Page

Step 1: Brand Strategy Step 2: Brand Identity

Website Design & Development Leading Mobile Responsive Technology

Step 3: Brand Collateral

Concept Design Presentation

Domain Registration Hosting Management Email Address Set up WEBSITE CONCEPTS Submit to Google

Step 4: Online Brand

WEBSITE DESIGN DRAFT 3

Google

Step 5: Brand Story

redmeetsblue

WEBSITE DESIGN DRAFT 3

.com.au

Step 6: Brand Campaign

The conceptual ideas and designs within this document are confidential in nature and reproduction in whole or part without permission is an infringement of copyright.

CLIENT: PERTH AIRPORT CONNECT TIMETABLE (AIRPORT TO PERTH)

W E B S I T E R E D E S I G N - S U B PA G E S

WEBSI

redmeetsblue

INITIAL VIEW

.com.au

CLIENT: OCEAN GROWN ABALONE HOME PAGE - OPTION 3

The conceptual ideas and designs within this d reproduction in whole or part without permiss

SCROLLED VIEW

CLIENT: R HOME

CLIENT: PERTH AIRPORT CONNECT iPHONE HOME

redmeetsblue

The conceptual ideas and designs within this document are confidential in nature and reproduction in whole or part without permission is an infringement of copyright.

redmeetsblue

.com.au

The conceptual ideas and designs within this document are confidential in nature and reproduction in whole or part without permission is an infringement of copyright.

.com.au

redmeetsblue

.com.au

CLIENT: NEWMAN COLLEGE GLOBAL HOME PAGE

Step 1: Brand Strategy Step 2: Brand Identity Step 3: Brand Collateral Step 4: Online Brand Step 5: Brand Story Step 6: Brand Campaign

Content app design & development

Step 1: Brand Strategy Step 2: Brand Identity Step 3: Brand Collateral Step 4: Online Brand

Google

Brand Story Video

Step 5: Brand Story

Customers connect with a story, more than a sales pitch.

The Brand Story video captures the story of your organisation and creates an engaging piece to connect.

Step 6: Brand Campaign

Google

Google

Google

Motion Graphics Online Piece A creative, engaging, fun and entertaining motion graphics piece to communicate who we are and what we do to clients.

Step 1: Brand Strategy Step 2: Brand Identity Step 3: Brand Collateral Step 4: Online Brand Step 5: Brand Story Step 6: Brand Campaign

Branded Environment (if needed) Interior Design Assistance

Step 1: Brand Strategy Step 2: Brand Identity Step 3: Brand Collateral Step 4: Online Brand Step 5: Brand Story Step 6: Brand Campaign

Vehicle Design

Step 1: Brand Strategy Step 2: Brand Identity Step 3: Brand Collateral

Brand Style Guide & Brand Book

Lots of shapes but what do they mean?

We are many different people coming together to form one.

We welcome all walks of life, ages, cultures and people and the shapes within our new logo represent this diversity of difference who call Riverview home.

Why 5 shapes ?

Because 6 didn’t look as good.

We’re not interested in coming up with elaborate and contrived meanings to sound clever.

Step 4: Online Brand

We are Riverview Church.

Step 5: Brand Story

Riverview Church So now these shapes have come together. They subtly form a stylised ‘R’. Why? Because it’s cool, that’s why. But there’s more to it then that.

Our new brand.

Step 6: Brand Campaign

The colours represent diversity, energy and a celebration of differences coming together under Christ.

Riverview Church

The gaps and spacing between the shapes demonstrate our desire for community, not for perfection.

They’re spaced slightly differently, and this is intentional. We’re not trying to be perfect, we’re just trying to be us, saved by Grace, and a community of worshippers.

Riverview Church

Add the font. Our font is strong, but welcoming. Capitals shout, and we don’t like shouting, so it’s not all caps.

Riverview Church

It’s creative, modern, edgy, and yet still warm, and embracing.

It’s usable, and versatile as full colour and one colour, and it’s balanced as a shape.

It is legible (for the design critics out there). It’s called Gotham.

That’s a cool name right?

It’s simplicity means the icon can be the hero, and every logo needs a hero, and it maximises versatility.

Riverview Gotham, our chosen typeface.

Church

Gotham is modern, clean, clear and bold. It’s doesn’t look old or

stale, or unnecessarily showy. More importantly, it’s quite a round and friendly typeface, making it the perfect style for us to talk with. Most

importantly, it’s got the coolest name you could ever think of for a font.

Alphabet

Promotional Material

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Weights

Gotham Bold Gotham Medium Gotham Book Gotham Book Gotham Book

Spark* will utilise promotional material where appropriate.

Although the organisation direction is not to be “gimmicky”, it is still likely that Spark* merchandise will develop, and here are some easy hard and fast rules to utilise when applying the logo to promotional material and stationery.

Stationery: Letterheads, Business Cards & Emails helping others light the way

OPERATIONS DIRECTOR

OPERATIONS EXECUTIVE DIRECTOR DIRECTOR

Kaitlin Tait BSc Psych. (SCU) GDip Ed. (ACU) MA International Ed. (SU)

Kaitlin Aaron TaitTait MPhil Environ BSc Psych. & Dev(SCU) (Cambridge) MA International GDip Ed. (ACU)Dev (DU) BA Mgmt MA International MA International Ed. (SU) Pol (UNSW)

kaitlin@thespark.org.au

kaitlin@thespark.org.au aaron@thespark.org.au 0401 0412 842 005 269 705 www.thespark.org.au

0401 842 005 www.thespark.org.au

www.thespark.org.au

EXECUTIVE OPERATIONS DIRECTOR DIRECTOR

Aaron Kaitlin Tait Tait

EXECUTIVE DIRECTOR

Aaron Tait

MPhil Environ & Dev (Cambridge) BSc Psych. (SCU) MA International Dev (DU)GDip Ed. (ACU) BA Mgmt MA InternationalMAPolInternational (UNSW) Ed. (SU)

MPhil Environ & Dev (Cambridge) MA International Dev (DU) BA Mgmt MA International Pol (UNSW)

aaron@thespark.org.au kaitlin@thespark.org.au 0412 269 0401 705842 005

aaron@thespark.org.au 0412 269 705

Print

Web

For printed designs and documents, use Gotham.

Gotham is not a free font, so you’ll need to install it on your computer first, before using it.

For web designs use Gotham when text is rendered as an image. When the text needs to be editable, we use a similar substitute font called Proxima Nova, which can be found here https://typekit.com/fonts/proxima-nova

Riverview Church

G Look at the G. Gotham is bad-ass.

When all else fails and Proxima Nova cannot be used, the final fall back is Arial - good old reliable Arial.

Business Card template is above (left). For a new card, email spark@redmeetsblue.com.au and artwork will be organised for you.

helping others light the way

Letterhead is supplied via word document template and this available for download and use. www.thespark.org.au info@thespark.org.au

Aaron Tait Founder/Director www.thespark.org.au www.thespark.org.au info@thespark.org.au

Email Signature is also right to show email signature layout with logo (gif file) Email spark@redmeetsblue.com.au for correct information.

Branding Guidelines Established July 2010

Page 1

www.thespark.org.au info@thespark.org.au

A Suite 10, 448 Robers Road, Subiaco, WA Australia 6008 P +61 8 9381 1848 F +61 8 9408 1067

Logo Usage Guidelines

Page 11

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Exculsion zone a.k.a The Forcefield The logo needs it’s space so that it can breathe. Think about it like a talking to someone, we all have our own personal space where we feel comfortable at. Close talkers make us feel uneasy, same goes for our logo.

This box signals that no elements should intrude into this space.

The Spark logo is the brand’s single most effective communication

You’re probably not going to wip out the calculator everytime you do a use the logo, but just try to visually memorise this area and remember, the logo, like a person needs his/her personal space.

The way that it is used is of the utmost importance, in order for us to communicate a consistent and unified image.

Colour Palettes

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Logo Use Choices Logo with tag line

Reversed out on main Spark* colours.

The Spark* colour palette is full of big, bright and bold collours.

These colours are intentional in conveying the bright future that we as an organisation look forward to.

It also communicates the message of excitement and hope - key values of Spark*.

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Primary Colours

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Logo without tagline

Hopeful Blue

New life green

CMYK C=100 M=0 Y=0 K=0 RGB R=215 G=174 B=239

CMYK C=19 M=0 Y=78 RGB R=215 G=226 B=96

Noir K=0

CMYK C=0 RGB R=35

M=0 G=31

Y=0 B=32

K=100

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1x

Riverview Church

1.4x

Riverview Church Minimum Size Sometimes the logo has to be really small, but not so small it can’t be read. Please use the Riverview Church logo no smaller than 20 mm.

Secondary Colours Turquoise

Sunset Gold

Celebration Purple

CMYK C=71 RGB R=45

CMYK C=0 M=17 Y=100 K=0 RGB R=255 G=209 B=0

CMYK C=13 M=90 RGB R=211 G=61

Riverview Church

20mm

Y=0 K=0 B=150

Riverview Church

Page 9

1.7x

Rive Chur

1.4x

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Page 3

M=0 Y=42 K=0 G=187 B=170

Our logo is sensitive and it needs personal space... it deserves personal space So don’t go crowding it.

It gets very angry when you do.

Riverview Church

Riverview Church

Riverview Church

Riverview Church

Riverview Church

Riverview Church

The smallest you’ll see it at: 20mm

Rive Chur

Step 1: Brand Strategy Step 2: Brand Identity Step 3: Brand Collateral Step 4: Online Brand Step 5: Brand Story Step 6: Brand Campaign

The Brand Journey is finished

You now have a targetted, defined, effective and engaging brand with all the foundational brand suite elements that you need.

The next step is to begin systematically developing a plan to grow your business using your brand. This is where campaign begins.

Start Brand Campaign Process Analysis of market and industry with a targetted campaign approach to growing the business, with monthly measurement, accountability and optimisation.

campaign

Step 1: Brand Strategy Step 2: Brand Identity

campaign

Step 3: Brand Collateral Step 4: Online Brand Step 5: Brand Story

campaign

Step 6: Brand Campaign

B Y

Achieving, managing and monitoring visibility is an essential ingredient of business success.

At Red Meets Blue, we know that perception drives decisions – the decisions people make about whether to engage with you, deal with you, like you, be like you. Decisions about whether what they like about you is shared. Those decisions shape your business future. Your future.

Campaign is an integrated, full-scale service conceived by Red Meets Blue to drive, measure and optimise business growth. It provides brand strategy, creative direction, design execution and account management with monthly measurable return on investment. The service includes: Strategy and definition of sales/marketing goals based on: • • • •

Current capacity Expected annualised worth of a new client Desired goals of new customers and worth to company A suitable cost per acquisition model for each new customer to determine budget

A Media Plan including: • • •

campaign B Y

Channel and touch-point recommendations Month-by-month roll-out with costs Target audience research and desired acquisition goals

Creative and comprehensive execution: • • • • • •

Full account direction Creative strategy Copywriting, graphics and production across all platforms Media management Search engine optimisation Adwords and PPC campaign management

Creative strategy Copywriting 12 month strategy Channel recommendations Goal setting Cost per acquisition model Set media budget Return on invesment formula

Monthly analysis of:

Marketing spend New client acquisitions Sales figures Return on investment Effective strategy streams Effective creative approach Optimisation for improvement

Creative design across:

Print and publications Online ads and landing pages Animation and video

Website updates Search engine optimisation

Media planning assistance Media buying relationships 1 - R EEnd S EtoAend R execution C H 2 - S T R A T E G Y 3 - I D E N T I T Y

Asset management 4 - G O A L S 5 - T O U C H P O I N T S 6 - C R E A T I V E

Monitoring, analysis and optimisation:

7 - A N A L Y S I S

• •

8 - M A N A G E M E N T

Measurement and tracking Monthly review meetings to review of ROI figures in relation to goals set