Ryan Design - eQ Rebrand Proposal

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To b i n , I t i s o u r p l e a s u re t o p rov i d e a n e s t i m a t e t o c re a t e a n ew e Q H o m e s l o g o f o r 2 0 1 9 . O u r t e a m i s re a d y t o g e t s t a r t e d i m m e d i a t e l y a n d t o b u r n t h e m i d n i g h t o i l t o m a ke t h i s h a p p e n f o r yo u . Th i s d o c u m e n t o u t l i n e s t h e p ro c e s s we f o l l ow w h e n we c re a t e a l o g o. G i ve n o u r h i s t o r y a n d t h e f e e d b a c k yo u h ave p rov i d e d t o u s , we u n d e r s t a n d t h e c h a l l e n g e s a n d l i m i t a t i o n s o f t h e ex i s t i n g l o g o.

T h e l o g o we u s e m ov i n g f o r wa rd n e e d s t o re p re s e n t yo u r b ra n d p e r s o n a l i t y a n d yo u r c o m p a n y va l u e s . We u n d e r s t a n d t h e f u n c t i o n a l i t y o f a c o r p o ra t e l o g o vs a p ro j e c t l o g o a n d t h e f a c t t h a t t h e s e l o g o s c a n ’ t c o m p e t e a n d we u n d e r s t a n d t h e m y r i a d o f a p p l i c a t i o n s re q u i re d f o r t h i s l o g o.

O u r m a r ke t i n g h a s b e e n d i re c t e d t o e a c h o f yo u r f o u r key a u d i e n c e s a n d we u n d e r s t a n d w h a t appeals to these people.

T h e l o g o c r e a t i o n p r o c e s s w i l l f o l l ow s i x key s t e p s : • M e e t i n g w i t h key s t a ke h o l d e r t o h e a r t h e i r i n s i g h t a n d o p i n i o n s .

• U n d e r s t a n d i n g h ow c o n s u m e r s v i ew e Q H o m e s .

• D o o d l i n g a n d p u t t i n g o u r i d e a s o n p a p e r.

• C re a t i n g f i n i s h e d d e s i g n s a n d s h ow i n g yo u h ow t h ey wo r k .

• Documenting guidelines for logo use.

H a n d i n g eve r y t h i n g ove r t o yo u r t e a m a n d t ra i n i n g eve r yo n e o n w h a t t h i s n e e d s t o l o o k l i ke .

T h i s p ro c e s s h a s p rove n t o p rov i d e c l i e n t ’s w i t h a l o g o t h ey l ove . I f we a re awa rd e d t h e p ro j e c t , we w i l l p rov i d e yo u w i t h a d e t a i l e d t i m e l i n e s o eve r yo n e u n d e r s t a n d i n g t h e a n t i c i p a t e d t i m e re q u i re d f o r e a c h s t e p a n d t h e key m i l e s t o n e s a l o n g t h e p ro c e s s .

We a re ve r y p l e a s e d t o p a r t i c i p a t e i n t h i s R F P a n d we wo u l d b e d e l i g h t e d t o c re a t e yo u r n ew l o g o !

Wa r m e s t re g a rd s , Linda

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EXISTING LOGO CHALLENGES

Cluttered

Complex

Dated

Colours not modern

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BRAND PERSONALITY Here are some words that capture and express the brand DNA of eQ Homes: Friendly Innovative Approachable Effective Confident Responsive Agile Socially Responsible Tr u s t w o r t h y Experienced Customer-Centric Quality Respectful

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CONCEPTUAL DIRECTIVES

Our goal is to create a logo that is:

~ Distinct/Unique ~ Reflective of the eQ Homes DNA ~ Supports the Company’s position in the marketplace ~ Captures the company direction moving forward ~ Addresses current challenges with the existing logo ~ Does not complete with project logos

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AUDIENCE APPEAL Given the diverse demographic that will purchase from eQ Homes and the geographic locations of your projects, this logo needs to appeal to:

Audience #1

Audience #2

Audience #3

Audience #4:

Young couple (25-35)

Young professional (25-35)

Move-up buyer (35-50)

Downsizing or rightsizing (55+)

• Dual income.

• S ingle income with stable job.

• G rowing family with teenage kids.

• L ooking for less maintenance

• L ooking to stop renting or move out of parent’s house.

• H as discretionary income to spend on upgrades that they feel will benefit their standard of living.

• W ants to cash down from existing single family home and use the equity from their house to live a better life.

• C omfort and space is important.

• L ooking to start a family

• C ool factor is important

• W ants to reduce monthly bills.

• W ants to travel and while travelling keep an eye of their house.

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THE PROCESS WE FOLLOW

This process helps us to narrow down the Essence of the brand and provide clear direction to move forward 1. Research, Explore and Understand 2. The Big Idea 3. Explosion of Visual Expressions On All Items 4. Creation of Finished Designs 5. Branding Guidelines 6 . O v e r t o Yo u … .

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1 . R E S E A R C H , E X P LO R E a n d U N D E R S TA N D

Meet in person with key management and sales personnel from eQ Homes and key Regional Group management to understand the future vision for eQ Homes

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2. THE BIG IDEA

The big idea is formed after we understand the internal vision and impressions from purchasers and consumers.

• The distillation of what eQ Homes is in the eyes of the consumer • Review in detail AVID Surveys for a deeper understanding of the consumer experience •R eview online outlets for insight e.g. OttawasNewestHomes.com, Reddit.com, Ottawa Citizen, social media comments, etc.

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3 . V I S UA L E X P LO R AT I O N A N D E X PA N S I O N

After absorbing, understanding and immersing ourselves in the brand essence, we begin the explosive process of sketching, doodling and bringing to life visual expressions of different ideas. eQ Homes essence (attributes) should translate into the design.

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4 . C R E AT I O N O F F I N I S H E D D E S I G N S

We choose logos to present and show you how they work.

The identity will be presented to you in all formats required.

We will demonstrate how the new logo will work: • B usiness cards, letterhead, envelopes, letterhead, internal and external forms and documents

• Fleet branding • Corporate swag – golf shirts pens, coast, hats, etc.

• S ignage – corporate signage, onsite and offsite project signage, model home signage, wayfaring signage, décor studio signage, construction trailer signage, etc.

• S ervice and construction personnel assigned corporate clothing

• Project brochures, project templates

• H omeowner materials including binder, APS’s, Condo Docs, Condo Doc folders, and all supporting collateral

• D igital, print , and out door advertising and social media

• Broker Portal

• P resentation Centres – displays, touchscreens, reception area, identity etc.

• Web Site • Sub brands

• Corporate awards

• Design Studio

• Avid surveys

• All eQ SmartHome materials

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A

A ME S.C IA HO AM BR

ME S.C IA HO AM BR

ES .CA

ES .CA

IAH OM

IAH OM

AM BR

AM BR

COLOUR SCHEME 1

COFFEE MUG MBRIAHOMES.CA

TSHIRT FRONT

POLO SHIRT

BEVERAGE CONTAINER

PROMOTIONAL MATERIALS

TSHIRT BACK

BASEBALL CAP

R YA N D E S I G N I N T E R N AT I O N A L

MBRIAHOMES.CA

PETER D'AMBROSIO - RIVERBEND - JUNE 2017

PROMOTIONAL MATERIALS

CONCEPT B

R YA N D E S I G N I N T E R N AT I O N A L

PETER D'AMBROSIO - RIVERBEND - JUNE 2017

MBRIAHOMES.CA

COLOUR SCHEME 2

COFFEE MUG

MBRIAHOMES.CA

TSHIRT FRONT

TSHIRT BACK

PROMOTIONAL MATERIALS R YA N D E S I G N I N T E R N AT I O N A L

POLO SHIRT

BEVERAGE CONTAINER

BASEBALL CAP

PROMOTIONAL MATERIALS R YA N D E S I G N I N T E R N AT I O N A L

PETER D'AMBROSIO - RIVERBEND - JUNE 2017

CONCEPT A PETER D'AMBROSIO - RIVERBEND - JUNE 2017

OT TAWA B U I L D E R LO G O S

Explore competition and review their logos

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5. BRANDING GUIDELINES

Your ďŹ nal logo will come with a Brand Style Guide. This document will guide anyone working on your brand in order to maintain brand discipline and voice at all times. Some of the topics included will be: brand hierarchy, logo variants, logo usage regulation, colour palettes, typography and secondary graphical devices (if relevant).

Your brand personality and visual DNA is an asset of your organization and must be protected in order to build brand equity and consistency.

A Brand Style Guide ensures your brand is managed properly to maintain full value.

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Alternate For maximum impact, the CRG brand signature should not be crowded. Clearspace equal to half the height of the

2X = Height of “C”

“C” should be allowed on all sides. This ensures the brand

X = 1/2 Height of “C”

Concept A1

Concept A1

signature inhabits its space completely. This is especially

important if the brand signature is displayed with other logos.

X

It must have its proper space to demonstrate identity,

X

and by extension, the authority of CRG.

CANADA RUBBER GROUP

TM

2X

CANADA RUBBER GROUP

CANADA RUBBER GROUP

TM

TM

X

X

CANADA RUBBER GROUP

TM

Automotive & OEM Solutions

CANADA RUBBER GROUP

Advanced Gasket & Sealing Solutions

TM

© 2016 Anderson Lyall Inc.

© 2016 Anderson Lyall Inc.

clearspace

brand colours Brand colours are very important to the proper use of the brandmark. They must always remain the same to maintain brandmark consistency.

The three most common colour systems used in media publishing are: PMS colours – single colours mixed to a specific proportion to ensure constancy of colour; process colour (CMYK); and RGB. When the brandmark is to be displayed one of these colour systems will be the basis for creating the colours of the brandmark. Below are the respective mixes for each of the three colours in the brandmark. Though all monitors/ televisions display in RGB, the Web also uses hexadecimal specifications which are listed below as well. The hexadecimal specifications are for internet use to ensure brandmark colour consistency.

Clearspace

© 2016 Anderson Lyall Inc. For maximum impact the IEF brandmark should not be crowded. White space equal to half the height of the owl should be allowed on all sides. This ensures the brandmark inhabits its space completely. This is especially important if the brandmark is displayed with other logos. It must have its proper space to demonstrate identity, and by extension, the authority of IEF.

X

Horned Grey Barn Green PMS CMYK RGB HEX

369C 59/0/100/7 108/180/63 6CB43F

PMS CMYK RGB HEX

425C 0/0/0/77 95/96/98 SF6062

Crested Blue PMS CMYK RGB HEX

Process Blue C 100/10/0/10 00/147/208 0093D0

X

2X = height of owl X = 1/2 height of owl

The square dimensions of the clearspace box is equal to half the height of the owl in the primary logotype.

Palau Green PMS CMYK RGB HEX

365C @ 60% 13/0/29/0 223/239/196 DFEFC4

Mascarene Blue PMS CMYK RGB HEX

304C @ 60% 21/0/4/0 198/235/243 C6/EB/F3

CONFIDENTIAL

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6. OVER TO YOU

The delivery of the logo will be on time and on budget. All files will be sent to you along with the Guidelines Document. We will train your staff and answer any questions they have for various applications. We will provide support free of charge for as long as the logo is being used.

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NOW SELLING

240”

NOW SELLING

FINAL TO KOFFMA TO QUOTE MAY 11 2018

16’ X 12’ EXISTING V-SIGN 1” THICK CUT OUT LOGO 155” x 41.3” ht

2018 08 17 FOR CLIENT PRESENTATION

EQ HOMES

GREYSTONE - THE GROVE

16’ x 12’ SIGN TACK ON

Y010075

DRAWN BY:

CHECKED BY:

EQHO-GRO-G-S-V SGN NOW SELLNG TCK-AUG2018-2.ai

MD

VC/JN/LO

SCALE 1” = 1’

01

0.5” THICK CUT OUT LOGO 8” HT

EXISTING EQUINELLE SALES OFFICE GRAPHICS SALES CENTRE & MODELS GOLF SHOP CLUBHOUSE & RESIDENT CLUB FIRESIDE GRILL

Welcome Home.... to eQuinelle

30”

0.5” THICK TACK

26”

26”

76” X 12” COROPLAST TACK-ON

W H Y C H O O S E R YA N D E S I G N I N T E R N AT I O N A L

Our portfolio of clients has allowed us to work on some pretty awesome branding and corporate identity projects.

The scope of work both inside and outside the real estate industry is deep and the breath of companies and services we have helped to brand has provided us with the expertise to do this.

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2

i Developments Inc.

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OTHER CLIENT BRANDING

Our Branding work takes us beyond just real estate.

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Who We Are

LOGO

Our Services

BRANDING

PA C K A G E

SIGNAGE

BROCHURE

Our Works+

Real Estate+

Interactive+

Digital Ads+

BLOG

In The News

Let's Talk

中文版

Total Wellness

MGM Dream Homes

Take a Ride for MacKids

WEBSITE

MEDIA

Explore the kings Patton Design way Studio

BOB COFFEE BAR

Big Thunder

Mikeys Kids

Two men and a Truck

O

S

Watermark Homes

l

r W H E R E Y O U RD D S R E A M H O M E b EC O M E S T O L I F E

Electa toronto

Total Wellness

oOl Bo Wildside HMotorcycles

TEAM 2000

U Park

CB AUTO

PETRO JACKY EDUCATION

MGM Dream Homes

Take a Ride for MacKids

PAUL CASSELMAN

KIM AND GINNY

DECOR CENTERS

c

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Ryan Design International

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OTHER CLIENT BRANDING Brampton Transit launched a new rapid transit service and needed a complete brand launch. Ryan Design International was responsible for developing the brandmark and visual identity. After the primary brand development was built, Ryan proceeded to extend and execute the brand through all of its touch points: vehicle design, bus stop/shelter design, wayfinding/signage and print collateral.

Orchestrating the design direction for all brand touchpoints was a Visual Identity Styleguide also developed by Ryan Design.

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OTHER

CLIENT BRANDING

Ryan Design International rebranded Fuse Health, a Canadian health communications agency. Collaborating with GNR8R Marketing which led the strategic insight for Fuse Health, Ryan Design looked at the existing brandmark situation.

FH’s brandmark, tagline and brand identity evolved, keeping close connections to what made sense, and abandoning what was unnecessary. Colour, typography and the icon were all fine-tuned and further explored. A new visual identity and art direction was born from several strategic sessions and outcomes.

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OTHER CLIENT BRANDING The Toronto Blue Jays main acquisition piece for season ticket holders came in a custom designed package that held various premium items. One of the primary communication pieces is a calendar. Role for this project: Creative Direction, Art Direction, Design, Photography and direction/leadership for final production (photo retouchers, pre press etc.)

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OTHER CLIENT BRANDING Sobeys is made its first foray into South Asian grocery stores in 2015.

The company opened a South Asian-focused discount supermarket called Chalo! FreshCo. in Brampton, Ont. Barrett and Welsh called upon Ryan Design’s role for: Brand Identity final production and build, Illustration and a Brand Style guide.

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BUDGET

Estimate includes consultation, research, review, design. Everything outlined our process.

This includes a minimum of 5-8 new logo options. Each logo option will be given to you in presentation format and include a direction and rationale for each. We will demonstrate usage for each logo on key items on your requirements list.

Also included are 2-3 rounds of tweaking and fine-tuning for any logo selected.

Once the final logo is selected we will create a Branding and Visual Identity and Branding Guidelines package as indicated in this document.

Estimated budget $12,000.

All travel will be billed to you at cost.

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THANK YOU

Our history with eQ Homes is something we are very proud of. With over a decade of eating, sleeping and breathing your brand, along with your management and marketing team we are ready to do this with you. We know your projects, we know you audience and we realize the importance of continuing to evolve our brand.

We have a team of senior designers who are standing by, ready to burn the midnight oil and make this happen on your desired timeline. Gerry Ryan and Linda O’Connor will be involved in every step of this process to ensure the brand we design is a brand identity that will take you well into the future. An identity that we will all be proud of.

Thank you for the opportunity.

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I N T E R N A T I O N A L

ryan-design.com 100 Sunrise Ave, Suite 111 Toronto, Ont M4A 1B3 tel: (416) 868-6500