FARRELL HOME / BRANDING

HOME FARRELL HOME: Brand Identity PHASE 1: Design Strategy

Brand Identity Process

. Brand personality, style, tone & attitude . Brand positioning compared to other brands . Brand awareness, positives and negatives . Brand image, how your audience views you . Marketing objectives & challenges . Present brand moodboards

1

RESEARCH & ANALYSIS

2

DESIGN STRATEGY

. Kick-off meeting . Review name meaning and history . Evaluate current assets . Determine unique brand values . Target audience profiles . Key brand benefits, product offerings . Research top 5 closets competitors

3

LOGO EXPLORATION

. Primary color palette . Corporate font selection . Logo applications . Logo size & freespace . Application to a real-world applications . Supplied as digital PDF file

. Further development of logo concept . Showing color applied to each . Logo lockup with full name . Logo lockup with tag line . Logo lockup with sub brands

4

CREATIVE DEVELOPMENT

. Based on moodboard selection . Explore logo shape, concept and style . Typographic treatments . Designs that combine the best aesthetics . Easily identifiable and recognizable . Present logo directions

5

BRAND IDENTITY

6

BRAND GUIDELINES

. Further refinement of specific elements . Logo 1, 2 and full color versions . Lockups with full name, tag line, sub brands . Master logo vector files . Print 300dpi CMYK EPS files . Digital 72dpi RGB PNG files

7

LAUNCH PROGRAM

. Roll out key marketing materials . Launch strategy (soft & hard) . Leverage the new brand identity . Generate digital artwork . Pre/Post production with venders . Printing estimates

Design Strategy: Brand Value & Benefits

BRAND VALUES & BENEFITS: - Farrell Building constructs the most beautiful houses in the world - Farrell Home interiors turn them into HOMES - Enormous brand awareness due to of our parent company - The “Halo Effect” - Spectacular home creation - from curb to every corner - Finesse fast and incredible value - Masters of the best materials and artful use and extension - Able to truly customize our efforts to meet clients’ preferences - Far more nimble than the leading brands in this arena - We know this unique strata of clientele

Design Strategy: Brand Image

BRAND PERSONALITY: - Friendly, but with a professional remove and restraint - Direct and to the point

TONE: - Knowing and knowledgeable - but not know-it-alls ATTITUDE: - Confident, Modestly, Proud, Assured

Design Strategy: Creative Brief

CREATIVE BRIEF: - A direct extension of the Farrell Building brand - Branding needs to be luxurious but approachable - Comfortable Luxury - Sharp, Sleek, Smart, Sophisticated - Make a dramatic statement on launch - Make an impact in this sector - Show we are a force to be reckoned with - Designed to stand out from our competitors - Visually eye catching

Design Strategy: Creative Brief

BRAND MOOD BOARDS: - A collection of curated images related to an overall theme - To visually and emotionally better understand your brand - To establish the “LOOK & FEEL” of the new branding - A great tool to ensure were all on the same page - Act as a “BRIDGE” for the next Phase - Logo Exploration CLIENT REVIEW: - Please select your top two themes - Tell us why you choice these? - Will they resonate with your target audience?

MOOD BOARD COLORS 1

PA N T O N E 1 2 5 5 C

PA N T O N E 2 7 3 8 C

TEAL

FARRELL BLUE

EMERALD GREEN

PA N T O N E C O O L G R E Y 1 1 C

MOOD BOARD COLORS 2

GOLD

PA N T O N E 7 5 0 6 C G O L D F O I L S TA M P I N G DIE CUTTING

PA N T O N E 7 5 4 5 C

BLACK BLACK ON BLACK

MOOD BOARD COLORS 3

S I LV E R

N AV Y

S A D D L E L E AT H E R

PA N T O N E C O O L G R E Y 8 C

PA N T O N E 5 4 1 C

PA N T O N E 1 5 2 C

Concept A FARRELL HOME: Brand Identity PHASE 3: Logo Exploration Concept A

CONCEPT A: LOGO Monogram

CONCEPT A: LOGO

NEW

YORK

CONCEPT A: LEAD VISUAL

CONCEPT A: CANDLE

NEW

YORK

CONCEPT A: SHOPPING BAG

NE W

YO

RK

CONCEPT A: HANG TAG

NEW

YORK

CONCEPT A: CATALOG 1

By FARRELL BUILDING CO

Design KRIS FARRELL Interiors DAVID HORNUNG & JASON WILHOITE

CONCEPT A: CATALOG 2 Gold Foil

By FARRELL BUILDING CO

KRIS FARRELL DAVID HORNUNG & JASON WILHOITE

CONCEPT A: CATALOG 3

By FARRELL BUILDING CO

KRIS FARRELL DAVID HORNUNG & JASON WILHOITE

CONCEPT A: FULL PAGE AD 1

By FARRELL BUILDING CO

KRIS FARRELL DAVID HORNUNG & JASON WILHOITE

CONCEPT A: FULL PAGE AD 2

By FARRELL BUILDING CO

KRIS FARRELL DAVID HORNUNG & JASON WILHOITE

Concept B FARRELL HOME: Brand Identity PHASE 3: Logo Exploration Concept B

CONCEPT B: LOGO TYPE Pared down, simple elegance

FH LOGO: LOCK UP

NEW

YORK

LEAD VISUAL

FH LOGO: CANDLE

NEW

YORK

FH LOGO: SHOPPING BAG

NE W

YO

RK

FH LOGO: HANG TAG

NEW

YORK

FH LOGO: TISSUE PAPER

FH LOGO: CATALOG 1

FH LOGO: CATALOG 2

FH LOGO: AD 2

FH LOGO: AD 4

FH: FURNITURE LINE

FH: FURNITURE LINE Minimal stylized sets

FH: BATHROOM

FH: BATHROOM Tiles & Fixtures

FH: HOUSEWARES

FH: HOUSEWARES Dinnerware, Throws, Cushions, etc.

Cheers! FIONA SPEAR Spear Design Group 16 Greene St, New York, NY 10013 Fiona@SpearDesignGroup.com SPEARDESIGNGROUP.COM

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