All content for Kresge: Brand Guidelines was conceived, designed, and produced by Montana Ruark. The only exception is the name of the brand, Kresge.
Research, strategy, art direction, copywriting and editing by Montana Ruark.
Design Consultation
Roger Muller
ADV 370 Brand and Branding
Academy of Art University
Some of the photographs and images were downloaded from pexels.com, unsplash.com, Adobe Stock, pixabay. com, and are used in accordance with the License as specified on the respective website at the time of printing. This 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.
VISUAL STRATEGY VISUAL DEVELOPMENT BRAND ROLLOUT
Then to Now
Brand Promise
Our Mission
Yesterday
Beyond Today
Keywords
Situational Analysis
Competitive Analysis
Competition
SWOT
Creative Brief
Our Tone
Profiles
VISUAL
Then to Now
Brand Promise
Our Mission
Yesterday
BEYOND TODAY
Keywords
VISUAL
S T R A T E G Y
THEN
Providing a quality service is placing the customer number one
When the doors opened smiles appeared in the room
TIME TIMELINE LINE
TIME TIMELINE LINE
The first store opened with a intention to provide shoppers with excellent service
The customer’s experience remained a top priority growing into one of America’s leading retailers
1985 1997
Demand grew for children and home fashion fueling the opening of the very first super-center 6 years later
Ground breaking partnerships were formed to include working directly with a large TV network
KRESGE | Brand Guidelines
2001 2003
Two years after celebrating 100 years the iconic brands emerged like Joe Boxer as well as exclusive clothing lines and home fashion items from Martha Stewart
The closing of 361 stores and one distribution center created many future setbacks as shopping moved online
TO NOW 2023
In 1962, Sebastian S. Kresge made a bold commitment to take good care of people by providing families with quality products at affordable prices
Now, is the chance to multiply every smile
BRAND PROMISE
OUR MISSION
To deliver the best products and services that ethically expedite local market growth
Rebuilding a brighter future from the ground up starts with bold visions and a community willing to make it happen.
Innovation lead customers away from in person shopping to online shopping
KRESGE | Brand Guidelines
BEYOND
That shifted opened the opportunity for rapid growth by securing the means for global access to better quality products
KEY WORDS
Friendly Personable Enthusiastic Reliable Certain WORDS
Approachable Trustworthy Accountable Optimistic Dedicated KEY WORDS
WORDS
Situational Analysis
COMPETITORS COMPANY
The best products attract bold and friendly people
Major retailers promise to offer life changing experiences by using their products and services
COLLABORATORS CLIMATE CUSTOMERS
The savvy, affluent and experienced shoppers want to save time and money while improving the quality of their life
The grab and go digital experience is driven by yesterday’s advancements and are accessible to everyone, nearly everywhere
Creating winning opportunities for our partners and loyal customers will allow us to complete our mission
KRESGE | Brand Guidelines
Competitive Analysis
With the chance to stand out in today’s market the move ahead by offering more enjoyable moments is the next move forward
COMPETITION
DIRECT ASPIRATIONAL ADJACENT
Amazon
give everyone on earth one-click shopping
Walmart build a better world
Instacart
give everyone access to the food they love
Target bring joy to every family
Starbucks inspire the human spirit
Whole Foods set standards of excellence for nourishment
Hello Fresh provide every home with quality food Volkswagen providing unmatched automotive products
Capital One bring ingenuity, simplicity, and humanity to banking
S
STRENGTH
Supporting the bold and friendly
Brand awareness WEAKNESS
KRESGE | Brand Guidelines
OOPPORTUNITY
Supportive connections
An unsound economy THREAT
B R I E F C R E A
Why does our client need to advertise?
What will this campaign accomplish?
T I V E
Customers are inundated by the major retail brands and have lost touch
This campaign will create a positive interaction point with the brand and the local community to begin building a future worth thriving in
Who is the best customer to connect with?
The most insightful things we know about them?
What is the most effective single minded proposition?
What else is needed to strengthen this message?
Affluent men and woman in their late 30’s to late 40’s, who rely on quality services
They value products and services that improve the quality of their life
Enjoy every moment
They utilize innovation to make positive incremental changes to their daily life
KRESGE | Brand Guidelines
OUR CUSTOMERS are bold and friendly
FRIENDLY
BOLD
BOLD BOLD
N’ FRIENDLY N’ FRIENDLY N’
Early 40s
Senior Management
Income Above $200K
Married
Parent of Teens
Owns in Cromwell, CT
15 Minute Commute
Building my own economy is a freedom within itself which allowed me to create a pathway for my children to succeed beyond my limits
Early 40s
Real Estate Broker
Income Above $600K
Married/
Parent of young kids
Rents in Dallas, Texas
Commutes Frequently
Investing into myself, was the best investment for my family and community
Robert
Jennifer
Early 40’s
Surgeon
Income Above $475K
Married
Parent of Teens
Owns in Miami, Florida
Travels Often
Having to surpass the limits that excited around me turned really difficult work into beautiful opportunities
Late 30’s
Traveling Producer
Income Above $269K
Single
No Children
Rents in Miami Florida
Travels Frequently
KATE
When I was able to experience the freedom of accomplishing what mattered to me I saw everything change
KRESGE | Brand Guidelines
Mikaela
HOOPLA
PIE IN THE SKY
Launch what can be done to improve the quality of life
KRESGE LLAMA RACE
Rally up local support for a new experience with racing llamas
WEDNESDAY NIGHT DRILL DOWN
An open forum to secure positive changes with currently available resources
EARLY MORNING PROMO RUN
A daily open run to network with others looking to push their health and wellbeing in a positive way
POSITIVE MINDSET PODCAST
Expanding on what is already possible is a key to immediate success.
Q U I C K R E A D I N G
B O O K E V E N T
E s ta b li s h k n ew h a bi t s
u s i n g key re s o u rce s to
d evelo p n ew g row th i n
k n ow le dg e
B I G R I V E R WA L K
Ta k i n g li fe to th e e dg e ca n cre a te
a n a b u n d a n ce of o p p o r tu n i tie s by ex p lo ra tio n
B I G S U R PR IS E
B r i n g exci te m en t to n ew a re a s of yo u r co m m u n i t y by s e cu r i n g
f u n d i n g th ro u g h a c tio n F R I DAY G A M E N I T E
A s i m p le wa y to u s e V R to e n g a g e a ro u n d tow n a n d a t ho m e
H OO P
W H E R E A R E W E
B r i n g i n s ig h t i n to
a d ven tu re s th a t a re ove r loo ke d
a n d fo rg ot te n
BO U N C E I N TO I M M E D I AT E AC T I O N
S k i ll d evelop m en t co u r s e s th a t te a ch
s i m p lici t y a n d ef fi cie n c y
B AC KG R O U N D S
A v i d e o s e r ie s
fe a tu r i n g a n ew p a th
fo r wa rd th ro u g h
loca l g row th fo r th e
i m me d i a te f u tu re
PL A
A R TAG
i n tro d u ci n g a g a m i fi e d
wa y to g et to k n ow
mo re a b o u t th e wo r ld
a ro u n d yo u
AN T I Q U E H U N T
Level u p i n a g a m e
of s e cu r i n g th e m o s t
va lu a b le a r ti fa c t s
f ro m th e p a s t
T E A M M AT E
S H OW D OW N
I n co r p o ra te loca l
co m p eti tio n s
to u n lock n ew
co mm u n i t y
rewa rd s to i m p rove
le a d e r s h i p w i thi n
loca l co m m u n i tie s
B A D DAY S EQ U E L S
Avoi d s etba ck s by
s h a r i n g w h a t di d n ’ t
wo r k f ro m th e p a s t
HOOPLA
KRESGE’S THE WORLD
AROUND YOU a one day mass event where thousands of photos are uploaded to document a glimpse of the world around us
THANK YOU SURPRISE there is always an opportunity to grow anonymously
VISUAL
Type
Logo/ Lock Up
DoS & DONTS
Color Photography STYLE
VISUAL
d e v e l o p m e n t
Type
GE Body Junegull
Halcom Book
enjoy EVERY MOMENT
Engage IN EVERY ASPECT OF LIFE
Believe in the future, use every resource to secure it and develop it into something better and more accessible for every person on the planet
KRESGE | Brand Guidelines
DRAFT ONE
Re-imagine the K to bring new forth new commitments
DRAFT TWO
The K was isolated to explore new marking possibilities
DRAFT THREE
Establishing the strength of the brand through various forms
DIGITAL ROUGHS
The final market needed to isolate the core purpose of the brand to signify strength and commitment
KRESGE | Brand Guidelines
Logo
The letter K centered in a large circle with a thin circular outline
Lockup
SIMILAR LOGOS
The thin line that divides the possible from impossible requires a solid commitment to do great at the core of everyone involved
DOS
Maintain consistent branding standards so that every message is consistent
KRESGE | Brand Guidelines
Don’ts
Color Color Color Color
c=7 m=80 y=81 k=1
#e05940 r= 245 g=218 b=106
c=68 m=25 y=17 k=0
#4f9dbd r=79 g=157 b=189
c=53 m=1 y=36 k=0
r=118 g=199 b=179
#75c6b2
c=67 m=0 y=51 k=0
c=4 m=10 y=71 k=0
r=224 g=90 b=64
#4abd9b r=75 g=189 b=155
#f5da69
c=7 m=0 y=70 k=0 r=243 g=237 b=111
#f2ed6f
KRESGE | Brand Guidelines
Photography Style
Close up or Mid-range
Candid Action
Tasteful Authentic Naturally Lit
Narrow DoF
O L L O U T
P H A S E ONE
ONE
ADVERTISING
Express the value of being happy, proud, diligent, and determined without undermining the true potential of making great quality choices
KRESGE | Brand Guidelines
Access all the premium products and services anywhere, at anytime, from any device
Website
Seamlessly transition between all devices to access events, order status, and rewards
P H A S E TWO
TWO
EMERGING
EMERGING TECH
NFTs
AI
Accessing the best possible information through web3 interfaces
Expand access to new markets by harnessing machine learning
METAVERSE
Innovate, design, and develop beyond the concrete walls of the past to expand on the greatness of what more can be offered
EE THREE
P H A S E
THREE
BEYOND NORTH AMERICA
LIMA
GROW TEACH
EXPLORE
Build the best possible foundation to increase drive and commitment
Leverage the known to the create a path to accomplish the impossible
Reach new levels of possibility by spreading great knowledge and wisdom
