StacyDIGITAL Marie DESIGN
Results Resume Service Creative Brief
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TABLE OF CONTENTS OVERVIEW & OBJECTIVE
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TONE & IMAGE 2 TARGET AUDIENCE 3 COMPETITION 4 STYLE GUIDE 5 LOGOTYPE 6
COLOR PALETTE 7
TYPEFACES 8
DELIVERABLES 9
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OVERVIEW & OBJECTIVE Results Resume Service, owned by Gwen Hylden, assists hundreds of clients each year with professional resumes and cover letters. Her professional expertise and unique writing flare grabs the attention of prospective employers. Results Resume Service is a small business that is looking to provide individual attention to each client. As such, Gwen’s goal is to keep a steady flow of clients; however, she is not trying to expand beyond a capacity that would inhibit her from providing the personal care she prides herself on currently. Gwen is looking to continue her pace of acquiring 5 to 6 new clients each week. What differentiates Results Resume Service from the competition is not only the individual specialized
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care Gwen provides to each client, but also her dedication to having an affordable price point. The all inclusive package is quite affordable for every tier of professional, from entry to mid-level clients. Beyond the all inclusive package that Results Resume Service currently offers, Gwen would like to offer social networking profile assistance to her clients. Add-ons, like LinkedIn profiles, are something she would like to highlight on her new website. The objective of the Results Resume Service brand and website re-design is to provide brand wide consistency. In addition, an updated, well defined website will convey a clearer sense of confidence in the services provided by Results Resume Service.
Results Resume Service
TONE & IMAGE Results Resume Service is a professional business and the overall tone of the re-brand will imply a sense of trust and credibility. The images and custom icons used throughout the website will create continuity and reflect the competencies that are relevant to the services offered. The goal of the visuals is to present confidence and dependability while infusing a true sense of affordability.
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Results Resume Service
TARGET AUDIENCE Results Resume Service works with clients of all professional levels and from a variety of different industries. Gwen feels her niche is mainly working with entry to mid-level professionals. She has combined her services into an all inclusive package and has priced it at a cost that attracts her target audience.
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Results Resume Service
COMPETITION There are several local and national professional resume service agencies in direct competition to Results Resume Service. There are three main aspects that set Results Resume Service apart from their competition. The first is the individualized personal attention each client receives when working directly with Gwen the owner. The second appeal is that Results Resume Service provides an all inclusive package at a reasonable price point. This includes the resume, cover letter, thank you letter, job search suggestions and techniques, interview advice, and salary negotiation tips. The last aspect that sets Results Resume Service apart from its competition is the extras that are included with the all inclusive fee. These include 2 free resume updates within the 1st year and each additional resume update is at a reasonably low price.
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Results Resume Service
STYLE GUIDE The following style guide for the Results Resume Service highlights all written, visual, and graphic elements for the re-design of the brand. The following standards are intended as a tool and should be used as a guideline. The outcome will enable Results Resume Service to maintain a consistent voice to the public and provide them with the most effective brand. Please refer to this creative brief when developing any internal or external communications using the Results Resume Service brand.
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Results Resume Service
LOGOTYPE Logos are often the first introduction the public has to a company, so it’s critical to make a good impression with a professional image. A well designed logo expresses - “I am current” and “I am unique”. Currently, Results Resume Service has no identifiable branding assets. The creation of a logotype will enable the brand to be recognizable across all business collateral. The following are the 3 proposed logotypes. Number one is the suggested logo design. It offers an elegant and modern tone to the brand.
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Results Resume Service
RR
Results resume
esults Resume
Results Resume Service
COLOR PALETTE The effect of using tints of one hue that are close together creates a much calmer design. The color teal, a mix between blue and green, represents open communication and clarity of thought. Contrast is achieved through the use of a complimentary color, which in this case is orange, and will be used for call to actions and for accent color.
HEX RGB CMYK
#558C89 85-140-87 70-30-45-5
HEX RGB CMYK
#74AFAD 116-175-173 56-16-33-0
HEX #D9853B RGB 217/133/59 CMYK 13-55-90-1
HEX RGB CMYK
#343838 53-53-56 71-62-61-54
HEX RGB
#FFFFFF 255-255-255
HEX
HEX RGB CMYK
#ECECEA 236-236-234 6-4-6-0
#000000
Results Resume Service
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Results Resume Service
TYPEFACES The most obvious element of typography is font choice. A brand’s personality is expressed in the fonts used to present its content across the brands website and business collateral.
MAIN CONTENT
Montserrat Light
ABC DEFGH IJKL MN O PQRS TU VW XY Z a bcdefghig k lmn op qrst u v wqy z 012 34 5 678 9
Montserrat Regular
AB C DEF GH IJK LMNOPQ RST U V WX Y Z abcdefghig k l m no p q r s tuv wq y z 012345 67 8 9 HEADLINES & SUBTITLES
Playfair Display Regular
ABCDEFG H I JKLM NOP QR ST U V WX Y Z abcd ef gh igklm n op q rs tu vwq y z 0123 456789
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Results Resume Service
DELIVERABLES • Logotype • Website
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Results Resume Service
StacyDIGITAL Marie DESIGN