VISUAL STRATEGY GUIDE
01
VISUAL STRATEGY GUIDE
01
4
ENVISION A WORL D NO ONE HAS EVER SEEN. /
C A S I O
5
TABLE
6
OF CONTENTS
01
1.1 HISTORY
08
1.2 KEYWORDS
10
1.3 TIMELINE
14
2.1 RESTART
20
2.2 OUR MISSION
24
2.3 CASIO IN THE PAST
26
2.4 CASIO IN THE FUTURE
28
2.5 OUR TARGET AUDIENCE
30
3.1 CURRENT COMPETITORS
42
3.2 ADJACENT COMPETITORS
44
3.3 FUTURE COMPETITORS
46
THE HISTORY
02 THE FUTURE
03
THE COMPETITORS
7
01
8
THE HISTORY 1.1 HISTORY
08
1.2 KEYWORDS
10
1.3 TIMELINE
14
CASIO
VISUAL STRATEGY GUIDE
KAZUO KASHIO THE L ATEST SURVIVING K ASIO BROTHERS WHO WAS THE FORMER PRESIDENT AND CEO OF CASIO COMPUTER CO LTD TILL 2015. NOW ITS HIS SON K AZUHIRO K ASHIO WHO TAKES THE POSITION INSTEAD.
10
THE HISTORY
SECTION 1.1
BRAND HISTORY Casio is a Japanese multinational consumer electronics and commercial electronics manufacturing company headquartered in Shibuya, Tokyo, Japan. Its products include calculators, mobile phones, digital cameras, electronic musical instruments, and digital watches. It was founded in 1946 by Tadao Kashio, an engineer specializing in fabrication technology. And in 1957 Tadao Kashio with his brothers released the world’s first entirely electric compact calculator. Casio was an early digital camera innovator, and during the 1980s and 1990s, the company developed numerous affordable home electronic keyboards for musicians. Casio came out with wrist watches that surprised many European and American brands in the 1980s. It was able to release quartz watches in analog and digital platforms. First G-shock watches came in this point of Casio’s history. In the 1970s and 80s, Casio is mostly known for its calculator watch. Casio’s calculator watches weren’t the first of their kind, but Casio did offer the biggest variety of models, and Casio is also the brand who popularize the calculator watch.
11
CASIO
VISUAL STRATEGY GUIDE
SECTION 1.2
THREE KEY WORDS INFORMATION Casio wasn’t the fist company to make a calculator watch but it was certainly the most successful and prolific one. It’s Data Bank models could convert currencies, store phone numbers and read the pulse. It offers necessary information to assist people’s life.
ACCESS Having calculator and other functions embedded into the watch makes information accessible instantly in any place and at any time.
DATA Casio started the company by invent the calculator. Then they embedded the calculator into it’s wrist watch, by doing this they made calculating available on the wrist.
12
THE HISTORY
13
CASIO
VISUAL STRATEGY GUIDE
14
THE HISTORY
Casio Databack Models Features include high-contrast LCD makes figures easy to read, databank with memory for up to 25 entries, 8-digit calculator, currency conversion, five multi-function alarms, dual time to keep track of two times, and 10-year battery life.
A WRIS T WAT CH EVOLVES F ROM A SIMPL E DEVICE FOR T ELLING T IME T O AN INFORMAT ION DEVICE ON T HE WRIS T.
15
SECTION 1.3
BRAND TIMELINE W H ER E W E HAVE B EEN T H R O U G H T H E Y EA R S
14-A C-80 00 1 CA SIO MINI
1957
1960 S
1970 S
CA SIO T RON
1980 S
G-SHOCK
19
DATABANK CD-4 0
14-A
CASIOTRON
1957: The four Kashio brothers—Tadao, Toshio, Kazuo, and Yukio—
1974: It was the world’s first wristwatch to feature an automatic
succeeded in developing the world’s first compact all-electric
calendar that correctly adjusted the number of days for each
calculator, and founded Casio Computer Co.
month.
001
C-80
1965: The world’s first electronic desktop calculator with a
1980: Casio’s first calculator watch.
memory function.
G-SHOCK 1983: A shock-resistant watch created under the develop-
CASIO MINI 1972: The world’s first personal calculator. It became widely
ment concept of a watch that will not break, even if dropped. It
popular in ordinary homes, and the series sold a total of 10 mil-
overturned the established notion of watches being delicate and
lion units.
breakable devices.
16
990 S
EX-F 1 EXIL IM
EX-WORD
P RIVIA
QV-10
2000 S
NEW CASIO EX-T R 100
2010 S
CA SIO REBRANDING
2020 S
F K T-100
DATABANK CD-40
EXILIM
1983: World’s first smart watch.
2002: A wearable card-sized camera with an LCD monitor and the world’s slimmest profile.
QV-10 1995: World’s first consumer digital camera with an LCD. It
PRIVIA 2003: A space-saving and stylish electronic piano for playing
helped to popularize digital cameras.
enjoyment.
FKT-100 1995: A wristwatch that always provided the wearer with the
EX-F1
correct time.
2008: A digital camera that offered high-speed continuous shooting at 60 photos per second.
EX-WORD 1996: This product marked the beginning of full-scale electronic
EX-TR100
dictionary deployment.
2011: This digital camera offered a dynamic shooting style thanks to a freely adjustable frame and a rotating lens.
17
18
NECES SI T Y IS NO T T HE MO T HER OF INVEN T ION, INVEN T ION IS T HE MO T HER OF NECES SI T Y. /
T A D A O
K A S H I O
19
02
20
THE FUTURE 2.1 RESTART
20
2.2 OUR MISSION
24
2.3 CASIO IN THE PAST
26
2.4 CASIO IN THE FUTURE
28
2.5 OUR TARGET AUDIENCE
30
CASIO
VISUAL STRATEGY GUIDE
22
THE FUTURE
CA SIO MAK ES DATA ACCES SIBL E T O I T S U SER.
SECTION 2.1
RESTART With its popularization of the calculator watch, Casio is a pioneer in making data accessible to its user, however the company doesn’t make all data as accessible as what it could possibility be. Take a look at the calculator watch, it used to just make math and numbers available on the wrist, it made calculating available no matter where in the world you were, but it’s too constrained for the future development with just calculating. Now we live in an informationsl society where we consume and overload with mass amount of data in our increasingly busy life, we want to provide and manage more data for people to ease their life rather than just doing math. We wanted our brand to offer more types of data in more variety of ways at more places to help people manage their life easily. At Casio, we want to assist people with necessary and organized data whenever they need it.
23
CASIO
VISUAL STRATEGY GUIDE
24
THE FUTURE
AS A GENERAL RUL E, T HE MOS T SUCCES SF UL MAN IN LIFE IS T HE MAN WHO HAS T HE BES T INFORMAT ION. /
B E N J A M I N
D I S R A E L I
25
OBJECTIVE The new Casio will evolve beyond simply make numbers on the wrist, but give you control over all kinds of useful and necessary data in any given situation by providing a wide range of products, services in a variety of settings to help you navigate and manage your increasingly busy lives, and also assist you to be successful in life and work.
26
SECTION 2.2
OUR MISSION AT CA SIO, WE WAN T T O P ROVIDE AND MANAGE ACCES SIBL E DATA IN ANY GIVEN SI T UAT ION.
27
CASIO
VISUAL STRATEGY GUIDE
SECTION 2.3
CASIO IN THE PAST
Because of limited information on the wrist, the old Casio feels like an old office setting with piles of files everywhere and everyone is busy working in a tight constrained environment. There’s no other activities besides working, and there’s only one kind of coffee to drink.
THE FUTURE
CASIO
CASIO
VISUAL STRATEGY GUIDE
SECTION 2.4
CASIO IN THE FUTURE
With the new Casio, we aim at making people feel free and less constrained. The company will focus on offering people more dynamic data in more ways to help professionals to do more things, it will make you feel creative an active in life and at work.
THE FUTURE
CASIO
CASIO
VISUAL STRATEGY GUIDE
SECTION 2.5
OUR TARGET AUDIENCE We believe understanding our target audience is a very important step for us to understand and develop our brand. Knowing who are we talking to will help us to decide on the kinds of products and service we can provide to better assist our user with accessible information. The following personas do not just limit to direct target audience, but also people who are associated with us in some way.
32
THE FUTURE
EX T R EM E S P OR T S EN T H U S IA S T IC
01
Danny is a professional snowboarder who enjoys challenging the limits of himself instinctively.
02
He flights on a regular bases to attend competitions and activities involves snowboarding, he feels like he needs an assistant to help him manage the schedule.
03
04
DANNY WILSON AGE _ 28 L A K E TA H O E PRO SNOWBOARDER
05
06
07
He likes to be in control of time because he believes timing is the most important thing in snowboarding. He loves being up on the newest release e of gadgets and gears, he wants to know when and where they will be released. He also have this idea of opening his own clothing line of snowboarding, but doesn’t know where to start and get hands on. He likes to socialize with his friends when he has free time, especially likes to go to concerts. When he is alone, he likes to stay at the garage where he can work on building his own snowboards.
33
CASIO
VISUAL STRATEGY GUIDE
P A S S IONAT E EDUCAT OR
AYSE KAZMI AGE _32 S E AT T L E E D U C AT O R
01
Ayse graduated from Stanford university in design and education major, she has been working in the education industry 4 years.
02
Recently she is been working on a project to connect Iranian primary students with American educating system.
03
She is passionate with her latest project but she’s also overwhelmed by the amount of work she needs to do to achieve her goal.
04
She finds it’s hard to keep communication going well from both ends. She’s constantly sending e-mail and contact with other people.
05
Sometimes she goes to schools to give talks and receiving interviews from publications.
34
06
She enjoys wake up early and being productive in the morning time.
07
She’s also a mother of a 2 years-old, she finds it’s extra hard to manage being a mom and a educator
THE FUTURE
T H E D R EAM ER
01
Veronica has been working in the music industry for 5 months, there are struggles as new graduates but she’s trying to manage them.
02
She has a very active social life sometimes she finds it’s hard to balance with work.
03
She is also a active blogger where she writes posts about technology and music. She loves to get updated to the latest news on music industry.
04
She tries to have a healthy lifestyle but she finds it’s hard to achieve one, her sleeping cycle is also not as healthy as what it should be.
05
She loves the nature where she can refresh herself from the busy city.
06
She listens to TED talks to get motivated from.
07
She volunteers at the dog shelter when she has time, she loves dogs but she’s too busy to have one for herself.
VERONICA JONES AGE _ 29 LOS ANGELES A S S I S TA N T I N A R E C O R D L A B E L
35
CASIO
VISUAL STRATEGY GUIDE
S EL F-M O T IVAT OR
01
Nina had been working in the graphic design industry for 3 years after she graduated from college.
02
She quite her job a year ago because she realized that her friends who at the programming industry all makes more than she does.
03
She was taking some programming classes at a training center before she found herself a job as a programmer.
NINA MOORE
04
She is extremely self motivated, unfortunately shes not extremely good with time management.
AGE _30 NEW YORK PROGRAMMER
05
She always try to find solutions to help her become better at time management and organize her life.
36
06
She recently received a position at a start-up company as a programmer. She feels frustrated all the time as she’s lack of experience.
07
She wish there could be more information on how to help her getting used to work as a programmer.
THE FUTURE
CR EAT IVE MAK ER
01
Jim has been working as a prototyping engineer at a local 3D printing service shop.
02
He also owns a Online shop on Etsy where he sells his own 3D prints ranging from a artistic piece to functional products.
03
04
JIM HARRIS AGE _ 28 NEW YORK PROTOTYPING ENGINEER
05
He is involved in technology on a daily bases and see very clearly how technology helps with creativity. He likes to make things by his own hands which brings him strong joy and satisfaction. He is currently working on building his own 3D printer with multi material extrusion, he loves being up on the latest 3D printing news.
06
He wants to go to more events that relates to technology and want to get more involved in this industry, but sometimes he lack of information and motivation.
07
He plans to involve more in the volunteer work in his free time.
37
CASIO
VISUAL STRATEGY GUIDE
AC T IVE EXP L OR ER
SEOJUN KIM AGE _ 22 CHICAGO F U L L-T I M E C O L L E G E S T U D E N T
01
Seojun is a international student who is studying at University of Illinois major in industrial design and minor in business.
02
She likes the different life experience of studying in the States, but she struggles with language.
03
She likes to be around with creative people because she can also get inspired from them.
04
She wish to attend more activities to meet with more people, but she doesn’t know how to start.
05
She has a passion in designing products, she wish to latest news on product design.
06
She has a very busy schedule from majoring in industrial design and minor in business, but she still tries to exercise at least 3 times every week.
07
38
Whenever she feels stuck in the design process, he likes to go to museums, she wishes there are more museums and workshops to attend.
THE FUTURE
T H E F OR M ER L EADER
01
Alen used to be a leader of his technology developing group for more than 30 years before he retired.
02
He lives with his wife at a house in St. Joseph where they can overlook lake Michigan. They have a big garden where they plant their own veggies.
03
After retired, he decide to spend most of his time being with nature.
04
When his children write him greeting cards it will make him so happy, he will also reply them back with hand written letters.
05
He likes to take his grandson to museums and technology center to inspire him.
06
He enjoy building models with his gradson and feeling proud of how creative his grandson is.
07
He keeps his habites of reading newspaper every morning while drinking coffee.
ALLEN PHILLIPS AGE _50 MICHIGAN RETIRED ENGINEER
39
CASIO
VISUAL STRATEGY GUIDE
CONCLUSION Most of our target audience are highly active professionals who are constantly on the go and busy with life and work, who have the needs for certain data to assist themselves. Those people are important for expand our Casio community to a new direction to offer them accessible information in any situation to better assist their life.
40
THE FUTURE
T H E F R EE S P IRI T
ALLEN PHILLIPS AGE _50 MICHIGAN RETIRED ENGINEER
01
Jay used to have Internet on his phone, but after his phone broke, he didn’t want to spend money on a new plan, so he is using Walmart burner phones instead.
02
The only time he need the Internet is to check for the weather.
03
If he wants to look up for something, he will go to the library.
04
He doesn’t talk on the phone that much either, he likes to see his friends face to dace.
05
He enjoys family-and-friend pizza dinners on every Fridays where he finds out what happened on Facebook that week.
06
He like to read a book and drink coffee at a local cafe shop every Monday.
07
If there are situations that he need to leave his email address, he will give them his sister’s then she calls him up.
41
03
42
THE COMPETITORS 3.1 CURRENT COMPETITORS
42
3.2 ADJACENT COMPETITORS
44
3.3 FUTURE COMPETITORS
46
CASIO
VISUAL STRATEGY GUIDE
SECTION 3.1
CURRENT COMPETITORS WHERE WE WERE AMONG OTHER WATCH COMPANIES.
Pulsar is a brand of watch and currently a division of Seiko Watch Corporation of America. Pulsar created the very world’s first calculator watch.
Fitbit is known for its fitness products that help people to stay motivated and improve the health by tracking the activity, exercise, food, weight and sleep.
DKNY is a New York-based fashion brand, they also make watches ranging from casual chic to sophisticated dress alternatives.
A swiss watch company combines the American spirit with the unrivalled precision of the latest Swiss movements and technology.
The Daniel Wellington watch has a classic and timeless design suitable for every occasion with an affordable price. It’s a stylish piece among people who are into fashion. 44
THE COMPETITORS
The current competitors is composed of companies who have also produced wrist watches. The difference of Casio from other brand is that it’s not only at a relatively cheap price, but also offering the function a calculating.
Jawbone was an consumer technology and wearable products company specialize in wristbands.
A Japanese global company known as the manufacturer of Cincom precision lathe machine tools and Citizen watches.
Timex is an American timepiece manufacturer company which was founded as the Waterbury Clock Company.
Swatch is a Swiss watchmaker company specialize in contemporary Swiss-made watches in a variety of styles.
Seiko is a Japanese watchmaker company which is widely recognized as a global leader in time-keeping.
45
CASIO
VISUAL STRATEGY GUIDE
SECTION 3.2
ADJACENT COMPETITORS WHERE WE WERE AMONG OTHER ELECTRONIC COMPANIES.
Sony is a Japanese with a diversified business includes consumer and professional electronics, gaming, entertainment and financial services.
Samsung is a Korean company specializes in electronic & smart appliance technology.
LG is also a Korean electronic company whose mission is to feature innovative technology and sleek designs to suit people’s life and style.
IBM is an American multinational technology company specializes in computer hardware, middleware and software
The Daniel Wellington watch has a classic and timeless design suitable for every occasion with an affordable price. It’s a stylish piece among people who are into fashion. 46
THE COMPETITORS
The adjacent competitors will be any other electronic companies, or companies offers data and information. The difference of Casio from other brand is that it’s not only at a relatively reasonable price, but also offering accessible data.
Yamaha is a Japanese company which has grown to become the world’s largest manufacturer of a full line of musical instruments,
Canon is a Japanese multinational corporation specialized in the manufacture of imaging and optical products,
Sanyo is also a Japanese major electronics company which specializes in screens and cameras.
Electrolux is a premium kitchen and laundry appliances for home including refrigerators, dishwashers, ranges, washers and dryers.
Dell is a multinational computer technology company which is one of the largest technology companies in the world.
47
CASIO
VISUAL STRATEGY GUIDE
SECTION 3.3
FUTURE COMPETITORS WHERE WE WILL BE AMONG OTHER DATA COMPANIES.
Oracle Corporation is an American multinational computer technology corporation. The company specializes primarily in developing and marketing database software and technology
Microaoft is an American multinational technology company. It develops computer software, consumer electronics, personal computers, and services.
Google is an American multinational technology company that specializes in Internet-related services and products.
Garmin is an American multinational technology company specializes in GPS technology across diverse markets.
Fitbit is known for its fitness products that help people to stay motivated and improve the health by tracking the activity, exercise, food, weight and sleep. 48
THE COMPETITORS
The adjacent competitors will be any other electronic companies, or companies offers data and information. The difference of Casio from other brand is that it’s not only at a relatively reasonable price, but also offering accessible data.
Seagate Technology PLC is an American data storage company.
Nest Labs is a home automation producer of programmable, self-learning, sensor-driven, Wi-Fi-enabled thermostats, smoke detectors, security cameras, and other security systems.
Cisco Systems is an American multinational technology that manufactures and sells networking hardware, telecommunications equipment and other high-technology services and products.
Amazon is an American electronic commerce and cloud computing company. The company also produces consumer electronics, and is the world’s largest provider of cloud infrastructure services.
SAP is a German multinational software corporation that makes enterprise software to manage business operations and customer relations.
49
50
FINDING THE RIGHT LOOK After we understand and found the best strategy for Casio, it is time to move forward into the development phase. During the next phase, we will be exploring ways to develop a new logo and visual system that better represent our company as the new data company. You will see the development of numerous icons and wordmarks ideas.
51
CASIO
VISUAL STRATEGY GUIDE
RESOURCES
Brand History
https://medium.com/simply-being/being-free-8b8832231e36
https://en.wikipedia.org/wiki/Casio
https://vetbrandinglabs.com/wp-content/uploads/2017/09/ background-01-1080x675.jpg
http://www.casio.com/ http://www.casio.com/products/watches/databank/ca53w-1
https://dropeverything.com.au/sites/default/files/Dropbox_ MeetingRoom_Image.jpg
http://www.businessinsider.com/30-years-later-this-nerdywatch-is-still-super-awesome-2014-4
Audience Images
https://www.engadget.com/2017/06/20/ tech-hunters-casio-c80-calculator-watch/ https://watchesyoucanafford.com/a-throwback-to-my-firstwatch-the-casio-ca-53w-databank-calculator-watch/
Before Images https://generalaudittool.com/ removing-access-scheduling-jobs-scans/samuel-zeller-360588/ https://reemadsouza.com/wp-content/uploads/2014/07/sadcaged-bird-1nlm0cb-1.jpg, https://www.google.com/ http://nationalbusinesspks.com/blog/wp-content/uploads/101College-1007-resized.jpg https://assets.wired.com/photos/w_1500/wp-content/ uploads/2014/04/action_office_II_1978.jpg, https://www.google. com/
Before Images https://i2.wp.com/techstunt.com/wp-content/uploads/2017/02/ DW-Hologram-e1400791062555.jpg
Extreme Sports Enthusiastic https://images.unsplash.com/photo-14895482775316e7426ce3c74?ixlib=rb-0.3.5&q=85&fm=jpg&crop=entropy&cs= srgb&dl=jimmy-bay-222493.jpg&s=77cc31a81bb0d2ae51d1174ee d86a256 Passionate Educator https://images.unsplash.com/photo-149734833943718e96763ffbe?ixlib=rb-0.3.5&q=85&fm=jpg&crop=entropy&cs=sr gb&dl=rawpixel-com-284728.jpg&s=e9836a576dfc The Dreamer https://images.unsplash.com/photo-1489667897015-bf7a9e45c2 84?ixlib=rb-0.3.5&q=85&fm=jpg&crop=entropy&cs=srgb&dl=raq uel-santana-223201.jpg&s=8d546726c440f009449ea6dc1b78200f Self-motivator https://images.unsplash.com/photo-148521798898011786ced9454?ixlib=rb-0.3.5&q=85&fm=jpg&crop=entropy&cs= srgb&dl=brooke-cagle-195777.jpg&s=2081ef595bab87dc87329a b56d9319f4,
RESOURCES
Creaive Maker https://images.unsplash.com/photo-14899804787122ab535aa775f?ixlib=rb-0.3.5&q=85&fm=jpg&crop=entropy&cs= srgb&dl=brooke-cagle-224814.jpg&s=4cecdbaef42f364c173a68 90ecd7c81e, Active Explorer https://images.unsplash.com/photo-149643772966481f9c97f63de?ixlib=rb-0.3.5&q=85&fm=jpg&crop=entropy&cs=s rgb&dl=warren-wong-275548.jpg&s=060cc7c27c6e5c13d09666 06e9c21de9, Former Leader https://images.unsplash.com/photo-148468409679403e03b5e713e?ixlib=rb-0.3.5&q=85&fm=jpg&crop=entropy&cs= srgb&dl=filipe-almeida-192048.jpg&s=f58adcb6c79f4b2d50563 0bf251fed7b, The Free Spirit https://images.unsplash.com/photo-1495078065017564723e7e3e7?ixlib=rb-0.3.5&q=85&fm=jpg&crop=entropy&cs= srgb&dl=jared-sluyter-260692.jpg&s=8856c0715f6ee99822e1112 e4c92a658,
Competitors https://www.wikipedia.org/ http://www.pulsarwatchesusa.com/ https://www.fitbit.com/about https://www.donnakaran.com/category/dkny/accessories/ watches.do
https://usa.yamaha.com/products/musical_instruments/index. https://nest.com/about/ https://www.oracle.com/index.html
All contents from Casio Visual Strategy Guide was collected, conceived, written and designed by Rui He. Copyright @ 2017 Rui He 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 of U.S Copyright law.