SafeBus
An unknown startup App. Seeking 2nd wave investors. Lacking a modern identity. Without brand name recognition. Not a high-tech presence.
Meanwhile, the core issue was to:
Establish SafeBus as an essential App for parents.
Our strategic focus became to:
Communicate safety and peace of mind.
Immersion STEP 1: RESEARCH & ANALYSIS Existing Branding & Top Competitors
Spear Design Group. All rights reserved. Proprietary & Confidential
Research & Analysis: Existing SafeBus branding
Spear Design Group. All rights reserved. Proprietary & Confidential
Research & Analysis: Remind branding
Spear Design Group. All rights reserved. Proprietary & Confidential
Research & Analysis: Team Snap branding
Strategy STEP 2: DESIGN STRATEGY Key Brand Benefits & Product Offerings Brand Image & Creative Brief
Design Strategy: Target Audiences
KEY BRAND BENEFITS & PRODUCT OFFERINGS SCHOOLS: - Revenue sharing from sponsorship - Save money - Enhanced technology - Better transportation tools - Advanced training for drivers - Anti-bullying programs
Spear Design Group. All rights reserved. Proprietary & Confidential
PARENTS: - Peace of mind - Real-time alerts - Eliminating stress - Better communication
DOT: - GPS technology - Superior fleet management tools - Improved productivity - Lower costs - Better trained drivers - Added value to parents & schools
SPONSORS: - Building good will and recognition with community and parents - Brand associated with safety and social responsibility
Design Strategy: Brand Image
Spear Design Group. All rights reserved. Proprietary & Confidential
BRAND IMAGE: - Tech-savvy, technology based (GPS & route guidance software) - Creating peace of mind (Real-time tracking alerts) - Parent/child focused (Sponsors provide revenue to participating schools) - Safety conscience (Advanced training for drivers) - Socially responsible (Anti-bullying programs) - Capable and competent - A trusted leader
Spear Design Group. All rights reserved. Proprietary & Confidential
Design Strategy: Creative Brief
CREATIVE BRIEF: - To introduce the SafeBus APP (locally, regionally, nationally) - Build brand awareness/recognition of Safebus benefits - Create strong brand name recognition - Appeal to a broad age group (students to sponsors) - Design needs to be “inviting� - Look and feel high-tech but friendly and accessible - Visually eye catching - Designed to stand out from your competitors
Concept A STEP 3: Logo Design Exploration
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept A: Target or bullseye
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept A: Forms the letter “S� Represents a road
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept A: Logo
TM
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept A: Logo Lockup
TM
SafeBus
Concept A: Business Card
Edward Gillespie Principle / CEO
SafeBus
Spear Design Group. All rights reserved. Proprietary & Confidential
TM
212 531 3315 917 654 9876 EdwardGillespie@CSNsafebus.com CSNsafebus.com
TM
Concept A: Corporate Stationary
TM
SafeBus
TM
Edward Gillespie Principle / CEO
SafeBus 212 531 3315 917 654 9876 EdwardGillespie@CSNsafebus.com CSNsafebus.com
SafeBus
SafeBus TM
TM
Spear Design Group. All rights reserved. Proprietary & Confidential
SafeBus
TM
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept A: Training Materials
SafeBus
Concept B STEP 3: Logo Design Exploration
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept B: Grid represents connecting Triangulation using 3 points to collect data
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept B: Logo
TM
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept B: Logo Lockup
TM
SafeBus
Concept B: Business Card
EDWARD GILLESPIE Principle / CEO
SafeBus
TM
Spear Design Group. All rights reserved. Proprietary & Confidential
212 531 3315 917 654 9876 EdwardGillespie@CSNsafebus.com CSNsafebus.com
SafeBus
Concept B: Corporate Stationary
SafeBus
SafeBus
TM
TM
SafeBus EDWARD GILLESPIE Principle / CEO 212 531 3315 917 654 9876
TM
SafeBus
SafeBus
SafeBus
SafeBus
TM
Spear Design Group. All rights reserved. Proprietary & Confidential
SafeBus
TM
EdwardGillespie@CSNsafebus.com CSNsafebus.com
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept B: Training Materials
SafeBus
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept B: Merchandise
SafeBus
Concept C STEP 3: Mascot Design Exploration
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept C: Brand Mascot
TM
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept C: Brand Mascot
I’m there every stop of the way.
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept C: Safety Stripes Lead Visual
SafeBus
Concept C: Business Card
Edward Gillespie Principle / CEO
SafeBus
SafeBus
Spear Design Group. All rights reserved. Proprietary & Confidential
212 531 3315 917 654 9876 EdwardGillespie@CSNsafebus.com CSNsafebus.com
TM
Concept C: Corporate Stationary
Edward Gillespie Principle / CEO TM TM
212 531 3315 917 654 9876 EdwardGillespie@CSNsafebus.com CSNsafebus.com
Edward Gillespie Principle / CEO TM
212 531 3315 917 654 9876 EdwardGillespie@CSNsafebus.com CSNsafebus.com
SafeBus SafeBus
Spear Design Group. All rights reserved. Proprietary & Confidential
Edward Gillespie Principle / CEO
SafeBus
safeBus 212 531 3315 917 654 9876 EdwardGillespie@CSNsafebus.com CSNsafebus.com
Edward Gillespie Principle / CEO
EdwardGillespie@CSNsafebus.com CSNsafebus.com
TM
212 531 3315 EdwardGillespie@CSNsafebus.com 917 654 9876 CSNsafebus.com
TM
SafeBus
Concept C: Advertising Campaign
FACT: 26 million children ride school buses every year.
I’m there every stop of the way.
SafeBus
Spear Design Group. All rights reserved. Proprietary & Confidential
TM
TM
SafeBus
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept C: Merchandise
I’m there every stop of the way.
TM
TM
SafeBus
Overview: Design Concepts A - C Concept A
Concept B
Concept C
TM
TM
Spear Design Group. All rights reserved. Proprietary & Confidential
TM
I’m there every stop of the way.
TM
SafeBus
SafeBus
TM
TM
SafeBus STEP 4: Creative Development
Spear Design Group. All rights reserved. Proprietary & Confidential
Logo A1: Split down the middle
TM
Spear Design Group. All rights reserved. Proprietary & Confidential
Logo A4: Rotated 20 degrees
TM
Spear Design Group. All rights reserved. Proprietary & Confidential
Logo A1: With name
TM
SafeBus
Logo A4: With name
TM
SafeBus
Logo A1: With tagline
SafeBus Spear Design Group. All rights reserved. Proprietary & Confidential
TM
every stop of the way
Logo A4: With tagline
TM
SafeBus every stop of the way
Spear Design Group. All rights reserved. Proprietary & Confidential
Logo A1: App Icon Logo A4: App Icon
TM TM
TM
TM
TM
TM
TM
TM
SafeBus STEP 5: Brand Identity
TM
“
I have found SDG engagement has been second to none, this married with their creativity and their ability to meet tight deadlines, have made them a perfect partner. We can recommend Fiona and her team whole heartedly. Ed Gillespie, CEO SafeBus
�
SafeBus Case Study
Cheers! FIONA SPEAR Spear Design Group 16 Greene St, New York, NY 10013 Fiona@SpearDesignGroup.com SPEARDESIGNGROUP.COM