TOWER
BRAND STANDARDS
CONTENTS
BRAND STRATEGY BRAND HISTORY BRAND TIMELINE COMPETITORS THE BRAND SOUL NEW BRAND MISSION AUDIENCE PROFILES BRAND GRIDS KEYWORDS REPOSITIONING STATEMENT
LOGO DEVELOPMENT SKETCHES EXPLORATION DEVELOPMENT REFINEMENT
BRAND STANDARDIZATION INTRODUCTION BASIC ELEMENTS STATIONERY PRESENTATION TEMPLATE ANIMATED VIDEO BUMPER DIGITAL MEDIA SOCIAL MEDIA MARKETING MERCHANDISE
01
BRAND STRATEGY
BRAND HISTORY BRAND TIMELINE COMPETITORS THE BRAND SOUL NEW BRAND MISSION AUDIENCE PROFILES BRAND GRIDS KEYWORDS REPOSITIONING STATEMENT
03
BRAND HISTORY
FOUNDED 1960 – Sacramento, CA 2006 – Bankruptcy and Liquidation COMPETITORS:
01. Digital Music Services: e.g. Spotify
02. Online Purchasing: e.g. Amazon
03. Store experience: Apple stores
DESCRIPTION Tower Records is an international retail and online music store that focused it products around DVDs, CDs, videos, video games, posters, books, collectibles and accessories. They operated stores across the United States. and several internationally; Canada, Hong Kong, Ireland, Israel, and the United Kingdom to name a few. This chain allowed generations of music lovers to identify their tribe. HISTORY Russell Soloman founded the first Tower Records in 1960, in Sacramento, California. It was originally named after the building his father’s drugstore was located—Tower Building. By 1976, he expanded his merchandise to include books, posters and plants. In 1983, the company began publishing a monthly music magazine, Pulse!. It was the go to place for record reviews, interviews, and advertising. In 1995, he established Tower.com. This enabled him to expand his selection, online and in-store, to include CDs, cassette tapes, and electronic accessories. At this point, he expanded his locations to Brea, Mountain View, Nashville, New York City, Portland, Oregon, Austin, Seattle and flagship store on Columbus Avenue in San Francisco.
04
In 2004, Tower Records entered Chapter 11 bankruptcy because of the
SOURCES:
heavy debt incurred in its expansion throughout the 90s.
www.owler.com
In 2006, they filed for their second Chapter 11 and by December 22, they closed their doors. In 2015, a documentary film, All Things Must Pass: The Rise and Fall of Tower Records, was made by Colin Hanks (Tom’s son) exploring how
https://en.wikipedia.org/wiki/Tower_Records Tower.com https://www.npr.org/sections/therecord/2015/10/20/450038047/the-life-and-death-of-towerrecords-revisited https://www.imdb.com/title/tt3272570/
Tower Records became the heart and soul of the music industry. FUTURE POSSIBILITIES There is an ability to leverage the rich history that is embedded in our culture. The resurgence of vinyl records is a perfect example of how old can be new again if you target the right audience. There is clearly a new generation that is looking for specialty versus quantity. Tailoring and curating their selections and offerings within the physical, digital, merchandising and promotional landscape can help reshape this brand. BRAND SOUL Exploring and finding yourself. BRAND MISSION Giving generations a place to help define themselves (tribe) fearlessly through music and products. KEYWORDS: Energetic Geometric Rhythmic Eclectic
05
BRAND TIMELINE
1960
1967
■ Russell Solomon opens first Tower Records store (Sacramento)
■ Opens signature store in San Francisco (Bay St & Columbus Ave)
■ Logo designed by Mick Michelson
COLOR KEY
1998
1995
■ High Points ● Low Points
■ Richard Jennings explores reviving the brand Tower Records (AAU, Graphic Design MFA)
06
● Tower takes on $110 Million in debt for global expansion
■ Tower establishes an online destination
1999
2000
● Napster releases initial P2P file sharing service
● First music streaming service arrives AccuRadio
2018
2015
● Founder Russ Soloman dies
■ Release of documentary film, All Things Must Pass: The Rise and Fall of Tower Records by Colin Hanks
1976
■ Expands merch to include books, posters, and plants
1979
■ Mobile cassette players are introduced
1980
■ Tower opens stores in NYC
■ Tower expands to Japan
1990
1983
1982
● Tower, HMV and Virgin are accused of putting independent mom and pop retailers out of business
■ Tower begins publishing Pulse! magazine for free
■ Compact Disc technology and players are released by Phillips, Sony
2001
2002
2004
● $3 million court settlement with Musicland and TWE for overcharging customers
● Tower enters Chapter 11 bankruptcy from 1998 failed expansion
● First iPod is released ● Rhapsody offers pay streaming service
● Tower begins charging for $2.95 for Pulse! Magazine ● CD declines as people start to collect MP3 files
2010
2007
● Soloman sells R5 Records to Dimple Records
■ Soloman goes back to original store (Sacramento) and opens R5 Records using the same Tower color scheme ■ Logo designed by Mick Michelson
2006
■ Tower tries to establish customer loyalty program ● Closes it doors, after filing its second Chapter 11 ■ Assets sold off
07
COMPETITORS
DIRECT
ADJACENT/ANCILLARY
FYE
Virgin Megastore
Spencer’s
Amoeba Music
Rasputin Music
Hot Topic Barnes & Noble
08
FUTURE Guitar Center
Apple In-Store Experience
San Francisco Outside Lands
Urban Outfitters
Spotify Digital Service
YouTube Red
Best Buy
Coachella Valley Music & Arts Festival
Pandora Radio
09
BRAND SOUL
Exploring and identifying your tribe.
10
BRAND MISSION
Curate innovative products and services that connect and enhance personal experiences through physical, visual and audio solutions. 11
AUDIENCE PROFILES
Age: 62 Location: New Jersey Occupation: SVP, Entertainment Annual Income: $400K
PATRICK
Status: Married, 3 Children
The Tribal Leader
Hobbies: Golf, Hockey, Entertaining
• He misses the in-store experience of record shops. Holds a lot of memories for him with friends. • He likes one-stop shopping. His time is limited. • He spends the majority of free time socializing with long-life friends and his family. He loves cooking out and having friends over. He enjoys all sporting events. He will even attend a Broadway show now and then with his wife and friends. • He is not a huge fan of social media but does have a Facebook page and will occasionally like something. • His family and friends seek advice from him. • News and politics are important to him. He needs to know what is happening in the world politically, socially and culturally. • Gadgets are important to him. He loves having a home theater experience. His house, yard and deck are wired with a speaker system for entertainment.
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Age: 42 Location: Upstate New York Occupation: VP, Sales Annual Income: $200K
BILLY
Status: Married, No Children
The Aficionado
Hobbies: Art Shows, Live Music
• He grew up in record stores and listening to live music. He has a few favorite bands but always aware of up and coming musicians. His musical taste ranges from classical, rock, soul, rap to dance. • He doesn’t mind shopping around but has found online browsing and ordering a benefit. It allows him time to consider. • He was sad to see vinyl disappear and overjoyed to it’s back. He still owns his hi-fi turntable, tube receiver and amplifier. • He appreciates the ease of digital music for working out and traveling to work but prefers live music or LPs. • He is always researching the latest gadget and embraces technology. • He spends the majority of free time socializing with work colleagues and family. He will often go out 2 or 3 times a week to see live music. • He is not a huge fan of Facebook, he prefers Instagram—he is not interested in peoples opinions but appreciates visual storytelling. • News and politics are extremely important to him. He loves debating.
13
Age: 30 Location: Manhattan Occupation: AD, Design Annual Income: $100K
VIVIAN
Status: Single, No Children
The Fashionista
Hobbies: Shopping, Dining Out
• She remembers record stores but was never really a fan of purchasing physical product. She lives in Manhattan and space is a concern. • She loves shopping and will go to several places to get what she wants. She enjoys the social aspect of it. • She is aware of trends and keeps socially and culturally engaged. Always looking to try something new. • She loves digital music platforms but also appreciates the trendsetters in musical history, for example David Bowie. • She does not try to keep up with tech trends but loves the merge of fashion and product design. • She loves music and band apparel. • She spends the majority of her free time socializing with friends, art shows, movies, museums and dining out at the latest restaurants. • She is a huge fan of social media because it makes her feel connected without obligation. Loves the ability to share her views. • News and politics are not as important to her but she is aware of social trends and movements.
14
Age: 52 Location: New Jersey Occupation: CD, Design Annual Income: $265K
MARIANNA
Status: Married, 2 Children
The Professional
Hobbies: Cooking, Traveling
• She remembers record stores and was a fan. She can still remember the smell of thumbing through vinyl records—which puts a smile on her face. • She grew up in another country but loves living in the United States. She loves experiencing new cultures and travel. • She speaks 2 languages fluently so language options are important. • She used to shop for fun but now shops out of necessity. • Her family is important to her so experiences that allow them all to be together is a plus. • She feels she is always on the go so she loves digital music platforms. • She looks for tech solutions that seamlessly support her movement from the home, car, to work. Keeping up with the Joneses is not an option. • She spends the majority of her free time with family when not at work. • She has very little time for social media. It is not important to her but she is loves cooking and talent shows on streaming platforms. • She is aware of social trends and movements but is more connected to local social issues that can affect her family.
15
Age: 25 Location: Outer Brooklyn Occupation: Printer Annual Income: $85K
GLENN
Status: Married, 1 Child
The Hipster
Hobbies: Electronics, Shopping
• He remembers the stories his parents told him about shopping in record stores. He often wishes he was around for the old Fillmore days. • He loves the design of the Apple store and has a store connection for the latest release of the iPhone and other gadgets. • He looks for small obscure shopping experiences with curated products. • He understands the importance of technology but does not let them rule his life. He is in search of an authentic experience. • Cost does not drive his purchasing reasons—quality and thoughtfulness in product design does. • He embraces digital music but is also aware of the limitations in quality. • He loves classic rock, modern rock, and lounge music. • He loves to wear music inspired t-shirts because he thinks they are cool. • He prefers to see up and coming live bands versus stadium concerts. • He tends to spend his time with friends that are like-minded and can appreciate the art of cultivation. • He keeps on top of social media and even has a twitter account. • He is concerned about the social climate and how that affects the future of his child. Environmental issues are important.
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Age: 13 Location: Manhattan Occupation: Student Annual Income: 0
SOPHIA
Status: Single
The Impressionable
Hobbies: Karaoke, Social Media
• When asked, Sophia responds who and what is Tower Records? • Her family and friends are a huge influence on her decision-making. • She loves bringing new ideas to her group of friends and educating them on things that she has learned about. • Technology is everything. She doesn’t know a world without it. • She loves music and follows many musical artists on social media. • Her parents will take her to an occasional large venue concert. • Having birthday Karaoke parties has opened her eyes to the range of musical genres and artists. • She dreams of one day becoming a songwriter because she already understands the power of lyrics. • Her time is limited on social media because of the negative aspects. She is able to Facetime with friends. • She is always happy to receive the hand-me-down iPhone or iPad. • She loves wearing music apparel from her favorite music artists. She even has music locker posters in her school locker. • She is constantly talking about music with her circle of friends when they are not swooning over boys or shopping.
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TOWER BRAND GRID: BEFORE
RECORD STORE FOCUSED ON DIRECT MUSIC PRODUCT Image Inspiration: Object, Architecture, Texture, Customer, Animal, Activity, Chair, Food/Drink
TOWER RECORDS
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TOWER BRAND GRID: AFTER
EXPERIENTIAL RECORD STORE FOCUSED ON LIFESTYLE Image Inspiration: Object, Architecture, Texture, Customer, Animal, Activity, Chair, Food/Drink
TOWER
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KEYWORD PULLS
ENERGETIC
20
GEOMETRIC
21
RHYTHMIC
22
ECLECTIC
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REPOSITIONING STATEMENT
We believe in fostering individuals with the ability to identify who they are as they evolve and build their tribes. We originally focused on music and musicians, but we now understand that there is a greater power in the curation of innovative products and services that connect and enhance personal experiences through physical, visual and audio solutions.
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In addition to curated music of all genres, we will offer a streamlined in-store experience, enhanced digital and online services, inclusive music events and gatherings, targeted fashion apparel, and innovative product solutions.
We know that music in all its forms is the soundtrack of our lives.
25
LOGO DEVELOPMENT
SKETCHES EXPLORATION DEVELOPMENT REFINEMENT
27
SKETCHES
STEP 1: SEMIOTIC EXPLORATION: 01–33
01.
06.
02.
03.
07.
04.
09.
05.
10.
11.
13.
14.
12.
08.
16. 15. 19. 17.
18.
20.
21.
25.
22.
26.
29.
23.
27.
24.
28.
32.
31. 30.
28
33.
STEP 2: LOGO IDEA VARIATIONS: 34–59
34.
35.
36.
38.
37.
39.
41.
42.
40.
44.
45.
46.
43. 50.
49.
48.
47.
51. 52.
57. 53.
54. 55. 56.
58.
59.
29
STEP 3: SYMBOLIC/ABSTRACT MARKS: 60–69
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
STEP 4: TYPOGRAPHIC MARKS: 70–87 70.
71.
72.
73.
74.
75.
76.
82.
77.
83.
78.
79.
80.
84. 85.
30
81.
86.
87.
STEP 5: COMBINATIONS: 88–93
88.
89.
90.
91.
92.
93.
31
STEP 6: KEYWORDS AND PULLS: 94–99
94.
95.
97.
96.
99.
98.
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94. Geometric
95. Energetic
96. Geometric
97. Geometric
98. Rhythmic
99. Eclectic
STEP 7: CHARACTERS: 100–106
100.
101.
102. 103.
104.
105.
100. Giraffe - vision, intuition, protection, self-expression and wisdom
101. Crown - royalty
102. Butterfly - transformation and profound change
103. Tower - seeing into the distance
104. Tower - seeing into the distance
105. Dog - noble, loyal and teaching
106. Bear Paw - power and direction
106.
33
EXPLORATION
LOGO DESIGN 01: TIGHT SKETCH & COMPUTER ROUGH
Berthold Akzidenz Grotesk, Regular
34
BW & 3 COLOR VERSIONS
01. A
01. B
01. C
01. D
35
LOGO DESIGN 02: TIGHT SKETCH & COMPUTER ROUGH
Gotham
36
BW & 3 COLOR VERSIONS
02. A
02. B
02. C
02. D
37
LOGO DESIGN 03: TIGHT SKETCH & COMPUTER ROUGH
Berthold Akzidenz Grotesk, Regular
Command Module
38
BW & 3 COLOR VERSIONS
03. A
03. B
03. C
03. D
39
Gotham
LOGO DESIGN 04: TIGHT SKETCH & COMPUTER ROUGH
Command Module
Gotham
Command Module
Aleksei-Solid
ifa
40
BW & 3 COLOR VERSIONS
04. A
04. B
04. C
04. D
41
LOGO DESIGN 05: TIGHT SKETCH & COMPUTER ROUGH
Command Module
Gotham
42
BW & 3 COLOR VERSIONS
05. A
05. B
05. C
05. D
43
LOGO DESIGN 06: TIGHT SKETCH & COMPUTER ROUGH
Serifa
44
BW & 3 COLOR VERSIONS
06. A
06. B
06. C
06. D
45
Gotham LOGO DESIGN 07: TIGHT SKETCH & COMPUTER ROUGH
Aleksei-Solid
Serifa
46
BW & 3 COLOR VERSIONS
07. A
07. B
07. C
07. D
47
Gotham
LOGO DESIGN 08: TIGHT SKETCH & COMPUTER ROUGH
Com
Aleksei-Solid
Serifa
Gotham
48
BW & 3 COLOR VERSIONS
08. A
08. B
08. C
08. D
49
Aleksei-Solid
Serifa
LOGO DESIGN 09: TIGHT SKETCH & COMPUTER ROUGH
Gotham
50
BW & 3 COLOR VERSIONS
09. A
09. B
09. C
09. D
51
DEVELOPMENT
LOGO VERSION 01: BERTHOLD AKZIDENZ GROTESK BOLD ALTERED
01. A
01. B
01. C
52
53
LOGO VERSION 02: BERTHOLD AKZIDENZ GROTESK BOLD ALTERED
02. A
02. B
02. C
54
55
BRAND STANDARDIZATION
INTRODUCTION BASIC BRAND ELEMENTS IDENTITY
COLOR CONFIGURATION
USE & MISUSE
TYPOGRAPHY
DESIGN ELEMENT
STATIONERY
BUSINESS CARD
LETTERHEAD ENVELOPE
NOTE CARD
PRESENTATION TEMPLATE ANIMATED VIDEO BUMPER SOCIAL & DIGITAL MEDIA
MUSIC APP
WEBSITE LANDING PAGE
MARKETING MERCHANDISE
SHOPPING BAG
CONSUMER T-SHIRT
EMPLOYEE UNIFORM
BILLBOARD
MALL STOREFRONT
DELIVERY VAN WRAP
BRAND EXTENSIONS
57
INTRODUCTION
Building our tribe.
58
Leveraging the rich history that is embedded in our culture, we are curating products and services that fulfill that special want.
59
BASIC BRAND ELEMENTS
IDENTITY
2.25 INCHES
1.5 INCHES
2.25 INCHES
GRAYSCALE
MIN = .75 INCHES
BLACK
GRAYSCALE
BLACK
1 COLOR
BLACK OR ONE COLOR 60
MIN = .75 INCHES
1.5 INCHES
BLACK OR ONE COLOR
BLACK OR ONE COLOR
GRAYSCALE
GRAYSCALE
BLACK
BLACK OR ONE COLOR
1 COLOR
BLACK OR ONE COLOR 61
COLOR CONFIGURATION CENTER
3ยบ
CENTER
CLEAR SPACE = 6PT OUTER STROKE
62
PMS: 485 CMYK: 0/95/100/0 RGB: 238/49/36 HEX: EE3124
PMS: 116 CMYK: 0/16/100/0 RGB: 255/210/0 HEX: FFD200
PMS: WARM GRAY 11 CMYK: 0/17/34/62 RGB: 124/106/85 HEX: 7C6A55
K: 0/0/0/60 CMYK: 52/43/41/6 RGB: 128/130/133 HEX: 808285
K: 0/0/0/20 CMYK: 17/12/12/0 RGB: 209/211/212 HEX: D1D3D4
K: 0/0/0/75 CMYK: 61/52/50/20 RGB: 99/100/102 HEX: 636466
USE: APPLIES TO ALL LOGO COLOR VARIATIONS
EXAMPLE 3.5 INCH LOGO LIGHT OR SIMILAR COLOR SOLID BACKGROUND 6PT OUTER WHITE STOKE
EXAMPLE 3.5 INCH LOGO PATTERN OR PHOTO BACKGROUND 6PT OUTER WHITE STOKE
EXAMPLE 3.5 INCH LOGO DARK COLOR SOLID BACKGROUND NO OUTER STROKE NEEDED
63
MISUSE: APPLIES TO ALL LOGO COLOR VARIATIONS
DO NOT DISTORT
DO NOT USE ON SAME COLOR BACKGROUND
DO NOT CHANGE COLOR
DO NOT OUTLINE
DO NOT USE WITHOUT STROKE STAY AWAY
DO NOT REPLACE WITH SERIF TYPEFACE
64
DO NOT CHANGE COLOR SCHEME
DO NOT CHANGE ELEMENT COLOR
DO NOT USE A PATTERN IN THE LETTERFORMS
DO NOT CHANGE COLOR OF DOT
DO NOT USE WITHOUT STROKE STAY AWAY
DO NOT GRADATIONS
65
DESIGN ELEMENT
THE ELEMENT CAN BE USED ONLY AS FREE STANDING ELEMENT. THIS ELEMENT HAS THE MOST FLEXIBILITY. IT CAN BE USED VIRTUALLY IN ANY FORM.
DO NOT USE THIS ELEMENT LOCKED UP WITH THE TOWER LOGO OR TYPE.
66
TOWER
TYPOGRAPHY: BERTHOLD AKZIDENZ GROTESK
WHEN USED IN TYPE, TOWER MUST APPEAR IN CAPS PREFERABLY SET IN BERTHOLD AKZIDENZ GROTESK BOLD IF NOT, THEN BOLD
BOLD: LOGO AND HEADLINES
REGULAR: BODY COPY
LIGHT: ALTERNATE BODY COPY
TOWER AB CD E F G H I J K LM N OP QR S TUVWXYZabcdefghijklmno pqrstuvwxyz0123 45 678 9 _+{}[]:”;’<>?~!@#$%^&*()-=` AB C D E FG H IJ K LM N O P QR S TUVWXYZabcdefghijklmno pqrstuvwxyz0123 45 678 9 _+{}[]:”;’<>?~!@#$%^&*()-=` AB C D E FG H IJ K LM N O PQR S TUVWXYZabcdefghijklmno pqrstuvwxyz012345678 9 _+{}[]:”;’<>?~!@#$%^&*()-=`
67
STATIONERY
BUSINESS CARD: DIE CUT
BACK
1.04 inches
1.21 inches
3.5 inches
FRONT
PATRICK MANTURI 1.04 inches
212.512.1000 PMANTURI@TOWER.COM
PRESIDENT
110 4 S I XTH AVE N U E • N EW YO R K, NY 1000 6 • TOW E R.C O M
3.5 inches
68
1.21 inches
LETTERHEAD: 8.5 X 11 INCHES
November 18, 2018
Mr. Richard Jennings 35 East 35th Street, Apt 12H New York, New York 10016
Dear Mr Jennings,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce pellentesque, lorem nec interdum cursus, sem ligula ullamcorper ex, id mattis lectus erat eget sapien. Maecenas maximus auctor felis sed ultrices. Morbi porta congue risus ut egestas. Donec a augue laoreet sem vulputate aliquet. Aenean placerat nunc quam, nec mollis sem volutpat ac. Quisque vestibulum efficitur sagittis. Curabitur varius fermentum enim, ut consequat velit vulputate nec. Phasellus eget est orci. Nulla vehicula fermentum mi, quis volutpat metus dignissim at. Duis vehicula feugiat orci at eleifend. Aenean vel fermen.
Praesent dignissim eros nec tincidunt molestie. Integer elementum enim ut lacinia aliquet. Vestibulum mattis aliquam mi egestas luctus. Vestibulum id ullamcorper ex. Curabitur arcu mi, rhoncus at turpis nec, aliquam gravida lacus. In ut orci iaculis, sodales orci id, volutpat odio. Morbi eu ultrices augue, quis hendrerit dolor. Vivamus et ultricies quam. Quisque purus elit, blandit venenatis efficitur eu, dictum in erat. Sed congue eget neque eget gravida.
Phasellus convallis velit sed felis varius semper. Nulla sodales convallis pulvinar. Donec egestas interdum nibh, at semper felis cursus vel. Ut sodales ullamcorper varius. Curabitur id semper purus, sed rhoncus erat. Integer eget eros eu urna varius dictum et vitae erat. Proin malesuada lobortis tristique. Donec rhoncus finibus dolor, ut faucibus et.
Sincerely,
Patrick Manturi President
TOW E R • 110 4 S I XTH AVE N U E • N EW YO R K, NY 1000 6 • TOW E R.C O M
FRONT
BACK
69
ENVELOPE
TOW E R 110 4 S I XTH AVE N U E • N EW YO R K, NY 1000 6 • TOW E R.C O M
BACK
Mr. Richard Jennings 35 East 35th Street, Apt 12H New York, New York 10016
FRONT
70
BUCK SLIP: DIE CUT, 5 X 8 INCHES
PATRICK MANTURI PRESIDENT
212.512.1000 â&#x20AC;¢ P MANTU R I@TOW E R.C O M
BACK
FRONT
71
PRESENTATION TEMPLATE
BUDGET OVERVIEW YTD 2018
FOR INTERNAL USE • NOVEMBER 25, 2018
HEADER SUBHEAD
TOWER • FOR INTERNAL USE • NOVEMBER 25, 2018 • PAGE XX
PROJECTED SALES BY DEPARTMENT JANUARY 2019 – DECEMBER 2019
72
TOWER • FOR INTERNAL USE • NOVEMBER 25, 2018 • PAGE XX
PROJECTED SALES BY DEPARTMENT JANUARY 2019 – DECEMBER 2019
TOWER • FOR INTERNAL USE • NOVEMBER 25, 2018 • PAGE XX
73
ANIMATED VIDEO BUMPER
STORYBOARD: 10 SECONDS: FIND YOUR SELF CAMPAIGN
01
02
CONCEPT: Find Your Self
CONCEPT: Find Your Self
VFX: White dots pop all over the screen
VFX: One dot turns brown.. then 2... then 3
AUDIO: Ambient Bass Heavy Track
AUDIO: Ambient Bass Heavy Track
TYPE ON FRAME: (none)
TYPE ON FRAME: (none)
VO: In the sea of everyone...
VO: We strive to identify... belong... just wanting to connect
74
03
04
Find Your Self.
CONCEPT: Find Your Self
CONCEPT: Find Your Self
VFX: Dots all disappear except for one as red circle draws on clockwise
VFX: Tower logo dissolves on
AUDIO: Ambient Bass Heavy Track
TYPE ON FRAME: Find Your Self
TYPE ON FRAME: (none)
AUDIO: Ambient Bass Heavy Track
VO: At Tower we help you explore who you are.
VO: We see you for who you are... special and unique
75
SOCIAL & DIGITAL MEDIA
MUSIC APP
76
WEBSITE LANDING PAGE
77
MARKETING MERCHANDISE
SHOPPING BAG
78
CONSUMER T-SHIRT
79
EMPLOYEE UNIFORM
80
81
BILLBOARD
Find Your Self.
SHOP • MUSIC APP • T-RADIO • CONCERTS TOWER.COM
82
We Help You Find You.
SHOP • MUSIC APP • T-RADIO • CONCERTS TOWER.COM
83
MALL STOREFRONT
84
85
DELIVERY VAN WRAP
TOW
86
WER.COM
87
BRAND EXTENSIONS
MOBILE SPEAKERS For those who listen to music everywhere, this product allows you the freedom to enjoy your favorites and discover new onesâ&#x20AC;&#x201C;home, parks, parties, and in the office.
88
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MUSIC FESTIVAL POSTER SERIES: 18x24 INCHES For those collectors that find it essential to document their musical experiences. For every music concert and festival, we will commemorate the event with limited edition posters.
90
91
BOOK SERIES A book collection for those who cherish music and stories behind it.
92
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RICHARD JENNINGS : 00107735 TOWER : BRAND STANDARDS GR 604 OL2 : The Nature of Identity : Fall 2018 Instructor : Thomas McNulty