CONTAX: Brand Guidelines by Roger Muller

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ENJOY

CONTAX BRAND GUIDELINES CONTENTS

H E R I TAG E

NEW SUIT

BRAND ROLLOUT

07 Start of Story

2 0 Insights

5 8 Phase 01

08 Timeline

2 3 New Herd

6 0 Phase 02

10 Testimonials

24 Mission Statement

6 2 Phase 03

15 What Happened

2 6 New Target Audience

6 4 Welcoming a New Start

2 9 Voice of Brand 3 0 SWOT Analysis 3 3 Competitor Analysis 3 7 Tone Towards Audience 3 8 Logo & Guidelines 5 0 What We Do

BRAND GUIDELINES

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CONTAX

Con tax is appealing to a consumer with big spending bucks. Whether i t’s a hypebeast, a highly successful entrepreneur, a rich kid, or the 1%, Con tax has earned i t‘s spot as a luxury treat for every dollar’s worth. For Con tax to resurface, i t’s going to need to reposi tion i tself to a marke t outside the photography industry. Despi te reposi ting, photographers will become desperate for a new Con tax camera with that same performance.

HERITAGE

START OF STORY

// S TA R T O F S T O R Y

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HERITAGE

The Contax I, or Original Contax is a 35 mm rangefinder camera made between 1932 and 1936 by ZEISS Ikon.

WHERE WE

STARTED

We began in 1932, and later became a name brand photo studio tool. Our early cameras were among the finest in the world, which not uncommonly featured high-quality ZEISS Interchangeable Lenses. Our history spans decades, but it started with one camera.

BRAND GUIDELINES

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CONTAX

// T I M E L I N E

ZERO CONTAX

FROM TO

The initial sales were positioned towards more veteran level photographers. The image quality and innovative depth of field isn’t too far from the models of digital cameras made today.

1932

1951

C O N TA X I IS RELEASED

C O N TA X I I I S INTRODUCED

Contax rolled out some red carpet for this one. We got into cameras out of dissatisfaction with what others were making. Then, we got what we asked for. A camera that could compete with Leica, the Contax I.

1949 C O N TA X S IS RELEASED We followed up on our first scratch with the Contax S. This model has got the shape that all the hot DSLRs are gonna want. It’s ahead of its time.

They say success can kill you, but you have to die to be born. In the ’50s, film was flying into the hands of virgin and veteran level photographers. Our Contax II took us one step further into professional, small, cult-like, circles.

1952 C O N TA X I I I IS RELEASED What’s ideal for us leaves our competitors feeling anxious and winded, just like how Iron Mike Tyson’s workout was a form of intimidation. From the Contax II, came the improved Contax III. New camera, new exposure meter, new game, and new equalizer. More improvements, less bragging.

1975 BO U G H T BY KYROCERA 1954 R O B E R T C A P PA’ S L A S T I M AG E Contax honors its fallen photographers. Most of you aren’t going to know Robert Cappa. He took two Contax cameras into the waring beaches of Normandy in World War II on multiple trips. Eventually, Cappa stepped on a landmine when walking about doing his job. His stunning photography captured his last images on the job.

You heard us. Contax, without job application or even a hello, caught the attention of some big spenders. We kept the old ZEISS lens formula, mixed with Japanese manufactured glass for a samurai edge. Now that’s sharp.

2005 C O N TA X 6 4 5 , T H E J U G E R N AU T They’ve had enough of us, those big spenders. At this point, Kyrocera had pulled the rest of Contax’s products from shelves and lef t the Contax 645 for those who could afford it. The times just weren’t with us, my friends.

2006 PAC K U P YO U R B AG S

We’re sure you’re wondering what we’ve been doing on our extended work hiatus.

HERITAGE

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TESTIMONIALS

// T E S T I M O N I A L S

QUALITY CHECK Were they really that good?

You bet your fourth morning coffee on it. The reputation Contax has for its image-making, beautiful form, and superb image quality lingers to this day. After being seen on the Tonight Show with Jimmy Fallon, the original T2 rose to vintage prominence. Just how good were our original cameras?

CONTAX

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BRAND GUIDELINES

TESTIMONIALS

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HERITAGE

I feel comfortable shooting with my Contax cameras because they can stand up to any challenge that is presented to me. With that legendary ZEISS glass on, the images are always sharp. The sleek ergonomics of the cameras just feel right sitting in my palm. Stephen Quoc Bao Ly Freelance Photographer, Skater, Contax Owner

BRAND GUIDELINES

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CONTAX

HERITAGE

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TESTIMONIALS

SHIT! I bought one and still use the hell out of it. The best thing about medium format cameras with the ability to transition from film-backs to digital-backs is you’re still utilizing the medium format systems and they allow for leaf shutter lenses. Antonio Ordonez Commercial Photographer, Contax Owner

CONTAX

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BRAND GUIDELINES

TESTIMONIALS

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HERITAGE

Using Contax was smooth, its design is efficient and one of my favorite tools. A true craftsman’s camera. Frank Nunez Street Photographer, Contax Owner

BRAND GUIDELINES

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CONTAX

Superb Image Quality

WHAT HAPPENED

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HERITAGE

// W H AT H A P P E N E D

LEAVING THE

PAST

BEHIND The rights to the brand are currently part of Carl Zeiss AG.

The last product on our shelves in 2005 was the Contax 645. That ’s one hell of a camera for a pro. Contax cameras unfortunately aren’t currently in production, and the brand is considered dormant. For now.

BRAND GUIDELINES

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CONTAX

Rewarding Hard work, Leisure activities, Capturing those rich moments, Contax wants to help people capture the richest moments in life, in a great camera, Cherish the high moments in life, Cheers to anyone who made it this far, Bring a new audience into photography, Capture a new target, Takeâ&#x20AC;&#x2122;s great vacation photos. Well, life is a vacation, then itâ&#x20AC;&#x2122;s back to work, G iving you the tool to capture the highest moments in life, whether it is a group photo with your volunteers or a great meal.

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INSIGHTS

// I N S I G H T S

CHARTING A PATH ON PAPER Our strategy team caught wind of something upstream. Not as many people are buying cameras like they used to, due to the innovation of cameras in smartphones 1.

1 // C A M E R A OW N E R S H I P 2 0 1 0 - 2 0 1 9 80% 70% 60% 50%

Apple and other brands continually brag about the increased professional quality of their photo capabilities. Something that has been killing our camera peers. Any photographer worth their portfolio knows that it’s not the camera, but the person who takes the photo. Camera purchases towards 2023 are looking like vintage buys, DIY extremists, fashion statements, and travel tools2.

40% 30%

-30%

20% 10% 0% 2010

2011

2012

2013

2014

2015

2016

2017

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2018

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INSIGHTS

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Among all, we repositioned for the top 15 percent of society. While the majority of picture takers aren’t ready for new cameras, we saw opportunity in other avenues for redefining camera use3. By experimenting with Contax and capturing ‘high moments,’ we give our luxury users a camera for story building.

The kind of story building that old polaroids, photo albums, and nowadays Instagram, uses to hold experiences. Think of the family camera, but designed to match the quality of the experience every time.

2 // D I G I TA L C A M E R A S A L E S P R O J E C T I O N

3 // H O B B Y I S T T R E N D S 2 0 1 2 - 2 0 1 9

6,000

40% Cooking

35%

5,000 Revenue - $ Millions

NEW SUIT

Baking

30% 4,000

25%

3,000

20% Other

2,000

Action camcorders Digital cameras

1,000

15%

Photography

10%

Painting Woodworking Needlework

Scrapbooking

0 2013

2018 (proj)

2012

2013

2014

2015

2016

2017

2018

2019

BRAND GUIDELINES

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CONTAX

NEW HERD

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NEW SUIT

// N E W H E R D

NOW THAT IT’S BEEN SOME TIME, OUR FAN BASE HAS

GROWN. While we’re still a cult classic in the photo world, we’ve branched out. We include users with a sharp taste for luxury. When we run, we run with a vision.

INSIGHT 01

INSIGHT 02

INSIGHT 03

NO REASON, NO CHANCE

HITTING A M O V I N G TA R G E T

S H A R P TA S T E I S NOT EXCLUS IVE

People are not likely to pick up a camera for no reason. Millennials are getting better at saving money for the things that matter more to them than just flashy buys.

Luxury can be a difficult gap for brands to close with millenials. The audience is heavily attached to personal buys. Because of this, Contax has changed it’s ethos to capturing ‘high moments’ in life. ‘High moments’ referring to the experience being captured in the photo.

You never know who’s into the culture. Even if some people can’t afford an item right away, don’t underestimate the ability to incentivize and draw out this group for events, product collaborations, and more.

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MISSION STATEMENT

// M I S S I O N S TAT E M E N T

CONTAX WASN’T ALWAYS SEEN AS A TOY

We’re smooth, blunt, built to last, and gorgeous from the lens up.

We produce that same Contax edge. When you get breathtaking image quality, a dope design, and partners lined up, we make it an approach. The winner’s circle approach to luxury cameras.

CONTAX

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BRAND GUIDELINES

Breath takin mage Quality

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NEW TARGET AUDIENCES

// N E W TA R G E T AU D I E N C E S

KNOW YOUR

CONSUMER WHEN YOU SEE THEM O D E AWA DA L L A , 2 7 Producer / Manager

Three different people, three different phases of the buying process. If they buy luxury, then the purchase was planned ahead. Premium equates to longevity for this audience. We’re also seeing a divide between reckless spenders and penny pinchers in this audience.

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BRAND GUIDELINES

Income Education Sex Marital status Profile

$95,000 BA in Advertising Male Single Working Shark

Do you pay attention to luxury? Before I made good money, luxury was on my mind, but now I really only pay attention when I really want it. My last buy was a Tesla. Are you more purpose driven, or more material driven? Purpose driven for sure. I find joy in helping people while doing what I’m good at. I ran out of money being impulsive, so that doesn’t really work.

NEW TARGET AUDIENCES

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NEW SUIT

N I C K I E O U YA N G , 2 4 Front-end Web Designer Income Education Sex Marital status Profile

$65,000 BA in Art Female Single Growth Army

Do you pay attention to luxury? I do, very closely. I would have bought something nice, but I had to pay $1,300 in parking tickets! Otherwise I would have bought a Yves Saint Laurent coat for going out :) Are you more purpose driven, or more material driven? I’m mostly in it for my personal growth, but I’m a calculated kind of impulsive.

H E N RY G LE AS O N , 23 Service Industry Income Education Sex Marital status Profile

$35,000 Some College Male Single Young Shark

Do you pay attention to luxury? I still play close attention, but I haven’t bought anything expensive for the last year. Nothing over $200, except a car. Are you more purpose driven, or more material driven? Definitely purpose driven but I want to help others in the best way I can, by doing what I like.

Street Luxury Cameras

VOICE OF BRAND

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NEW SUIT

// V O I C E O F B R A N D

BEING THE VOICE OF

CONTAX

The psychographic and demographic of Contax has moved from its initial acquisition of top-level photographers, to those in the top 15% of society. This radical change brings a new wardrobe (visuals) and new way of talking (copy). Shocker, we know. Even the top brands in luxury are struggling with building emotion around their products. Speaking to the audience is going to take more than just a high quality hand made whatever. Luxury used to be defined for Gen Xers as being scarce, premium, and high-end. Now, luxury demands have added an air of complexity.

Our aspirational but down to earth tone invites others to join us in what we enjoy. What we really love, will resonate intuitively. While we don’t want to lose our performance quality and heritage, we want to appeal to people who may hold sharp tastes.

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SWOT ANALYSIS

// S W O T A N A LY S I S

PUTTING OUR BEST LENS

FORWARD

...with that said

Let’s be straight. There’s some holes in the armor. We’re equipped with tools, but being ready means knowing more than what you can do. It’s a good thing that Contax is pretty damn good at what it does. These are our strengths, weaknesses, opportunities, and threats.

STRENGTH

Dominable quality cameras. The image quality is extremely noticeable and great to hold. Contax has a cult level following in the inner camera communities for its reputation as being a hard to get and expensive camera. Contax has overcome many ownership changes, creating a unique heritage story.

CONTAX

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BRAND GUIDELINES

SWOT ANALYSIS

WEAKNESS

Most premium brands never make it to the luxury category. Contax, in its previous entirety, had done no marketing whatsoever. It’s only been told about through word of mouth and sales publications. Contax cameras have a high point of entry. Inclusion if not handled correctly will feel like exclusion.

OPPORTUNITY

Contax could do brand rollout with different high end brands to reach out of their audience. We could reposition ourselves as a luxury ‘high moment’ camera, kind of like the ‘family camera.’ We created a members only club for increasing customer retention.

T H R E AT S

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NEW SUIT

Contax will have to compete with the rise of better smartphone camera technology coming out in the next few years. In order to compete in luxury, Contax will have to continually renew it’s brand equity. Our main competitors are Hasselblad and Leica.

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COMPETITOR ANALYSIS

CONTAX

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COMPETITOR ANALYSIS

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NEW SUIT

// C O M P E T I T O R A N A LY S I S

WHO ARE WE

COMPETING WITH

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CONTAX

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COMPETITOR ANALYSIS

You can’t fight a war without an enemy. Contax has changed a lot since growing up. Our competition has aged, some died, some prospered. In the end, we’re still just competing with our last craziest idea. Transitioning to the luxury sector means taking plays out of some of the high end brand’s playbooks. All of which have been captured here in their brand stance.

DIRECT COMPETITORS

A D J AC E N T C O M P E T I T O R S

Leica started at the top and has maintained that position since its inception. Leica shows that superior image quality and working with your hands still means something to a lot of people.

Even brands like Nikon are looking for room outside of their respective markets. Nikon is trying their hand at medical equipment. This means photography may no longer be a viable option for camera brands that can’t compete.

Hasselblad is no joke when it comes to tank cameras. People will get attached to something heavy and premium. In terms of quality, Contax competes with and compliments medium formats as well.

Sony is incredibly experiential with their products. Taking the quality of one product, and expanding the line is a poker move that Contax doesn’t mind stealing. How can Contax push their product line further?

We know who we’re up against. We know where we stand. We even have ideas to proceed forward, but it’s important to remember. It is the mind of the pro that only sees a few ways and the mind of the beginner who sees many. From each of these, Contax sharpens its weaknesses and strengths into a brand worth fighting for. We’re well on our way.

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COMPETITOR ANALYSIS

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NEW SUIT

DEMOGRAPHICS

P S YC H O G R A P H I C S

A S P I R AT I O N A L COMPETITORS

Who knew how many products they made? Casio is a culprit of not opening up their target audience to the youth, when they have products in their price range that work incredibly well. Contax will not make this mistake. Casio has the demographics that Contax wants.

While Gucci holds a crown in the fashion culture, they also make a great teacher. Contax should exploit ways to stay in the never ending culture of fashion. Gucci has the psychographics Contax wants.

Supreme is cult known, like Contax but maybe even more so. Unfortunately, Supreme is only a household name in a few homes. How can Contax push for commercialization without compromising their heritage in the process? Supreme is Contax’s dream competitor.

Michael Kors has found recent success in adapting to emerging markets while maintaining a broad product line. Michael Kors has the demographics we want.

Even though the brand was built on excellent craftsmanship, it has successfully branched out into other categories across the globe, all of which link back to excellent leather design. Hermès has the psychographics Contax wants.

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TONE TOWARDS AUDIENCE

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NEW SUIT

// T O N E T O WA R D S A U D I E N C E

GETTING THE HANG OF OUR

VOICE

When writing messages to this target audience, keep in mind a few things. It’s only three guides, but ever more so important for maintaining a consistent tone.

GUIDE 01

GUIDE 02

GUIDE 03

B E AU T H E N T I C

B E C O N V E R S AT I O N A L

BE DIFFERENT

Do so even if it means telling the truth because this audience can smell otherwise. If our promise means nothing, they won’t gravitate to our brand. What sells luxury is having a heritage and an experience behind it.

Use of current cultural references and communicating in short, blunt, to the point, remarks. Only rabble if there’s room for body copy. If the conversation is lively, people will listen.

Try it anyway you like. Picture a rich foreigner, The Great Gatsby, played by Leonardo Dicaprio. Now try to imitate how they would speak and respond. Then take it to paper after some practice (what’s work without a distraction).

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NEWSUIT SUIT■ ■ LOGO PHOTOGRAPHY NEW & GUIDELINES

// L O G O & G U I D E L I N E S

HOW WE FOUND A

NEW FACE

CONTAX

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BRAND GUIDELINES

LOGO & GUIDELINES

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NEW SUIT

All of those late nights, to bring you this gem. In the process of finalizing a logo, the design team spent their days working this out. Some of the ideas that didn’t make it ranged from letters appearing to protrude out in a 2.5D manner, and even something akin to the playstation portable logo.

C R E AT I V E P R O C E S S

10%

40%

10%

40%

RESEARCH

BRAINSTORM

ROUGH

FINISH

Find opportunity or problem of Contax.

Generate multiple headlines and thumbnails.

Develop details and content to clarify potential ideas.

Polishing visuals and copies.

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LOGO & GUIDELINES

CREATIVE PROCESS // BRAINSTORM

CONTAX

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CREATIVE PROCESS // FINISH

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CREATIVE PROCESS // ROUGH

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LOGO & GUIDELINES

LOGO SCALE

The minimum required distance from the Contax logo for placement of text or graphic elements must be half the size of the first ‘C’ of the Contax word mark.

APP LOGO The minimum required distance from the Contax logo mark for placement of mobile app icon must be the full size of the first ‘C’ of the Contax logo mark.

100px

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50px

25px

15px

LOGO & GUIDELINES

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DON’T DO THIS

Don’t stretch or compress

Don’t outline

Don’t rearrange

Don’t add effects

Don’t use other font

Don’t change the color

Don’t use gradient

Don’t rotate

Don’t distort

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NEW SUIT

â&#x2013;

LOGO & GUIDELINES

NAMES OF THE COLORS We chose our colors based on a few reasons. Midnight Ash Black is selected to add a bit of visual weight, Living Sky Cyan for electricity, and Removed Essence Grey for balancing the two.

I R O N S N OW WHITE C0 M0 Y0 K100 R255 G255 B255 HEX #000000

R E M OV E D ESSENCE GREY

MIDNIGHT A S H B L AC K

LIVING S K Y C YA N

C0 M0 Y0 K10

C0 M0 Y0 K100

R230 G231 B232

R255 G255 B255

HEX #E6E7E8

HEX #000000

LOGO & GUIDELINES

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TYPOGRAPHY HEADLINES & SUBHEADS

CELIAS BOLD

‘Celias’ chisels our voice in just the right prenuciation. all-caps regular & bold is preferred for headlines and subheadlines.

A B C D E FG H I J K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuv w x yz 1 2 3 4 5 6 78 9 0 ! @ # $ %^&* ( ) CELIAS MEDIUM

A B C D E FG H I J K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuv w x yz 1 2 3 4 5 678 9 0 ! @ # $ %^&* ( ) CELIAS REGULAR

A B C D E FG H I J K L M N O P Q RS T U V W X Y Z abcdefghijklmnopqrstuv w x y z 12 3 4 5 678 9 0 ! @ # $ %^&* ( )

B O DY & C O P Y

GOTHAM LIGHT

Much like the buildings in Gotham, ‘Gotham’ is the designer shoe that fit. It’s contemporary style accentuates the streamlined experience we deliver to each of our customers.

A B C D E FG H I J K L M N O P Q R S T U V W X Y Z a b cd ef g h i j k l m n o p q r s tu v w x y z 1 2 3 4 5 678 9 0 ! @ # $ %^&*( )

D I S P L AY T E X T

BABY BOOMERS

Yes, let the name fool you. ‘Baby Boomers’ gives our voice a more expressive type touch. Classy, but with a twist of of youthful energy.

A B CD EFG HI JK L M NOP Q R ST UV WX YZ a bcde f gh i j kl mn o pqr s tuv wxyz 1 2 3 4567 8 9 0 !@#$% ^ &*( ) BRAND GUIDELINES

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HERITAGE

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WHAT WE DO

// W H AT W E D O

IF YOU KNOW, We’re a camera brand with a vision beyond the viewfinder. We like to look at the painting and be in the painting somewhere somehow, at the same time. We zero in on cameras and gear for our core product line. We also have an excellent repair service program that users can contact for help. We care an awful lot about our customers, and it shows in our product dedication. R E L I A B L E CA M E R A R E PAI R S E RV I C E Getting a nice camera only lasts as long as it doesn’t break. Since we’re trying to pull new people into the brand, giving something to extend the life of their product is only a part of the care that goes into how we cater to our audience.

U P DAT I N G T H E T 2 The form is very similar to our T2 model, a Porsche approved design. This camera is adjusted to be easier for a newer audience and adapted for more digital use. For those who really want it, we do have a film version. We release a camera at least twelve months apart from one another, to give time for planning and trying new things along the road.

B E F O R M L E S S L I K E WAT E R We keep what we do relatively focused. Straying from that focus is something else we consider on a daily basis. Some of the greatest visionaries, Steve Jobs, Walt Disney, Kanye West, all stray off and try something different. The difference is, they keep it all in line with their brand. We’ll continue to release crazy experiments as we push our cameras.

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WHAT WE DO

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CONTAX

shaking hands with a celebrity, or traveling for a work/getaway, Rich people have poor memories, so photos will help, Life is a vacation until youâ&#x20AC;&#x2122;re dead, Rich moments deserve rich image quality in a luxury design, Contax is for taking pictures after those gut feeling moments, G iving a good speech, Returning home from war, or even winning a client, Every landmark, every achievement, every trip away from home, deserves to be remembered.

BRAND ROLLOUT

// B R A N D E X T E N S I O N

LET THIS BE A

GUIDE CAVEMAN LIKE FIRE TO A

Thinking outside the Contax

Since we started so strong with photography, we can plant our feet in places right next to the realm of image making. In fact, this is going to be the next step for camera brands. Enshrined a few pages later will be some approved directions leading up to the brand launch. Move wisely.

BRAND ROLLOUT

Starting Off Fun With a home base established on social media, we then move towards pushing free digital media. Contax will turn potential research topics into stuff worth watching while generating brand awareness. We want to learn with our audience. Thirty birds, one stone, and we’ve got one hell of an arm.

PHASE

C O N TA X C U LT Members Only Cult

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D I G I TA L C O N T E N T What do Artists Think of Luxury ■ Making a Contax ■ ‘Living an Elevated Life,’ Lecture Series

PHASE

D I G I TA L C O N T E N T Altitude Maintenance ■ History Through a Contax ■ Beyond Taking the Big Picture ■

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PHASE

MERCHANDISE Cult Merchandise

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EXPERIMENT LAB Contax Smart Mirror ■ Samurai Sword Light Sensor ■ Monogram ZEISS Monocle ■ Sleak James Bond Spy Shades ■

SOCIAL EVENT Contax-ZEISS Kubrick Cinema Takeover ■ Contax Pop-up Gallery ■ C1J! Japanese Luxury Trade Show ■

C O L L A B O R AT I O N Supreme X Contax

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BRAND ROLLOUT

PHASE

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PHASE 01

We begin rolling out the red carpet with a members only club. You’ve gotta plant your feet in the sand somewhere. It serves many purposes, but being a net for customer retention works too. We gotta know who’s with us or against us.

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C O N TA X C U LT

D I G I TA L C O N T E N T

MEMBERS ONLY CULT Whether you already own Contax or buy one of our new products, or find us on social media through word of mouth, you’ve just gotten your ticket into the members only club. The Contax cult features user benefits and merchandise to capture that love of Contax. As people become more involved in the brand, their membership level will reflect the commitment.

WHAT DO ARTISTS THINK OF LUXURY Famous photographer, Michael Yamashita will interview artists, probing them to uncover how they create and find meaning for luxury. Not only do we get constant insights about the topic, so does our audience. There’s just not enough content out there about the artistic process.

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PART MEMBER Ghost Watcher Totally free access. We only throw codes for these memberships out if someone is desperate and emails us through the website, or visits our social media before we start putting up barriers to membership. These people have access to buy merch and get brand updates.

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Photo Spirit FULL MEMBER They’ve purchased one of our cameras. These level members have unrestricted access and get notified ahead of people below them. They get brand updates and free access to Contax’s sponsored and hosted events.

MAKING A CONTAX A digital series in which one engineer in a lab picks a Contax model for a breakdown. They’ll do their best to break down a part of how it functions, where else you might see it, and how it’s made. Users can flex on their camera, and it’s content for DIY hobbyists.

‘LIVING AN ELEVATED LIFE,’ LECTURE SERIES ’Living an Elevated Life’ is a Contax lecture series with monks, priests, and highly successful people on how they prepare for their biggest moments in life. The bigger the ambition, often means the bigger the planning that goes into it, but from a public eye you never see the steps it took.

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BRAND ROLLOUT

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CONTAX

BRAND ROLLOUT

PHASE

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PHASE 02

Get a taste of Contax. What we have now is only a feeling and some digital impact. It’s time to bring this into the physical. Contax will use events to rub shoulders with other high-end brands, and turn it into a party for everyone to come. Despite this, we’re not off balance. We mix the events up with self help photography blog content and start showing the world what kind of person vibes with Contax.

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D I G I TA L C O N T E N T

SOCIAL EVENT

ALTITUDE MAINTENANCE Altitude Maintenance is a long format blog centered on exploring how photography can help fight mental health issues. The beauty of understanding something through photography is that you can see it in real life.

CONTAX-ZEISS KUBRICK CINEMA TAKEOVER It’s a one day cinema takeover in which the theatre will air movies shot with a ZEISS lens and by Stanley Kubrick himself. Kubrick is globally recognized as one of the greatest filmmakers ever, who was particular about his lenses. Especially some of those ZEISS and NASA lenses.

HISTORY THROUGH A CONTAX We partner with a photographer, to capture historic expensive artifacts, and find their modern day equivalent. Seeing how things progress over time.

BEYOND TAKING THE BIG PICTURE A short weekly series where we tell the story of one of our members, one video at a time. We want others to see the kind of people who gravitate towards our brand.

CONTAX POP-UP GALLERY A one day store takeover to show the photos taken by Contax users, each alongside a photo of the photographer. Contax users can submit photos for a chance to be featured in these pop-up galleries.

C1J! JAPANESE LUXURY TRADE SHOW Everyone enjoys a Japanese luxury trade show. There are many ways to get into this exclusive event where you can sample the food, drinks, and technology of the high-end Japan including Contax. Our brand members can get free access of course, and look cool for being on the inside.

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Now that we’ve had our fun, it’s time to bring the brand back around to our core. The merchandise is released which appeals to photo people and sharp dressers, some beauties from our experiment lab, and a few collabs to establish a new reputation.

MERCHANDISE

EXPERIMENT LAB

CULT MERCHANDISE Our merchandise is inspired by enhanced catered functionality. We took a crack at some tools that photographers use, and jacked it up. Our merch starts with a two-fold wallet (that holds SD cards), black leather jacket with an inside camera pouch, and a camera travel suitcase.

CONTAX SMART MIRROR See yourself in stunning image quality while also updating your morning. More practical for everyday use, enhanced to new heights. By helping people to prepare to look their best everyday, they’ll be ready when one of those days brings an elevated moment worth remembering.

SAMURAI SWORD LIGHT SENSOR A light sensor built right into the non-lethal blade of a samurai sword. Just draw the sword and expose the blade to get a quick reading. You can even use it one handed!

MONOGRAM ZEISS MONOCLE Very pricey, very snobbish, and classy to say the least. Forget cameras and go back to what a lens should be. We put the powerful ZEISS lens into a wearable monocle with Space technology level zoom.

SLEAK JAMES BOND SPY SHADES See yourself in stunning image quality while also updating your morning. More practical for everyday use, enhanced to new heights. By helping people to prepare to look their best everyday, they’ll be ready when one of those days brings an elevated moment worth remembering.

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C O L L A B O R AT I O N SUPREME X CONTAX Contax would be re-introduced into the market via a collaboration with Supreme. Contax plans on more collaborations, but feels that Supreme sets a good example to follow for future drops. In addition to Supreme, we have Louis Vuitton, Bathing Ape, Yves Saint Laurent, Hermès, Tiffany & Co., Cartier, and others in mind.

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WELCOMING A NEW START

WELCOMING

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WELCOMING A NEW START

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Without further ado. After plenty of goodies, an inclusive members club, and events that appeal to an ideal range, we’re ready for our launch. It’s time to show the world.

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STAYING IN FORMATION Stop. Shoot. Enjoy. We have viable options. That’s what happens when you’ve worked your ass off for a couple of decades. When the same old thing doesn’t work, you change it up accordingly. Any grandmaster chess player knows that. Let Contax cameras lead the way, and see the opportunities come in as we go off course for a change. Finding the path uncharted is just as valuable as being able to marathon the whole thing.

© Copyright 2020 Kenny Lim & Muhktar Nuru All content for Contax: Brand Guidelines was conceived, designed, and produced by Kenny Lim & Muhktar Nuru. Research and copywriting provided by Muhktar Nuru. Art Direction and design by Kenny Lim. Photography provided by Stephen Ly @thedeveloped, Tim Hanson @inspector12photography, and Kenny Lim https://kni.com.my. Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from 123rf.com, and are used in accordance with the Standard License. License the book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the United States of America.