CONTENTS LOGO DESIGN
From concept to brand guidelines, take a look at the first step in the Inspire Green re-brand. - pg. 5
PRINT CAMPAIGN Find our how important love is through this print and poster campaign. - pg. 9
RICH MEDIA BANNER Inspire Green takes to the web by diving into an interactive advertising platform. - pg. 15
STRATEGIC MEDIA PLACEMENT The brand gets vocal with the #INSPIREGREEN social media campaign. - pg. 21
ABOUT INSPIRE GREEN Inspire Green is a Las Vegas based company who promotes a healthier lifestyle through the use of prepped meals and recipes. All of the meals the company creates consist of no meat or processed foods. Inspire Green offers their services by means of meal prep delivery, workshops in which they offer meal alternatives for even the busiest of individuals, as well as home and business consultations.
MISSION STATEMENT Inspire Green strives to assist families by encouraging a plant based diet and holistic way of life. Living a holistic lifestyle is one in which you feel complete as an individual. This includes any way of living or being that allows someone to feel as if they are being nurtured and are given the freedom to grow.
CORE VALUES • Promoting progression through community and sharing. • Encouraging a natural way of living through proper dietary practices. • Maintaining the balance of mind, body, and soul through the use of use of effective lifestyle adjustments.
Current
website &
Logo
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LOGO DESIGN OBJECTIVE We want to create a new mark that speaks to our audience as well as encompasses our core values. The new logo must be strong enough to be used across various media outlets. Given that our demographic ranges from 18-35, the core of our audience is in the 25 and under age range. We want our mark and overall branding to be modern and fun enough to connect with this audience while staying true to our brand and our goals.
EFFECTIVENESS As a brand it is important that our perception be influenced by our efforts as much as possible. A positive step in doing so would essentially be to re-introduce ourselves to the public. What better way to do so than beginning with a face lift of some sorts? Presenting new branding, while still providing the same great service our customers have come to know and love, will allow us to not only engage with our current audience but also connect with a newer audience as well.
PLAN OF ACTION The companies current mark utilizes the brands initials “IG” as somewhat of an icon. We feel here it’s effective to not re-invent the wheel, but to simply modify it. With that being the case, we’ll explore concepts that incorporate the brand initials in an icon format. Once an effective icon is found we will develop this into what will later become the brand logo, find a complimentary typeface and a cohesive color palette will follow.
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BRAND GUIDELINES The final mark consist of an icon that somewhat resembles that of an apple. Within this icon the letters Iand G can be found. This style guide displays full logo, alternate marks, as well as fonts, textures, and typefaces that should exist through the branding.
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CONCLUSION We’re conf id e nt that this new mark will offer a s t r o n g foundation for re b uilding and stre ngth e ning our brand. Following the brand g uid elin es will allow us to remain consiste nt in con n e c ting with our a udie n ce as well as representing our company appropriately across various media outlets.
PRINT CAMPAIGN OBJECTIVE With our print campaign we utilized a theme that stems around something we all need and enjoy; LOVE. Within the campaign we want to communicate the importance of demonstrating love for self and others by the decisions we make, in terms of our health.
EFFECTIVENESS The use of high saturated images that draws in the eyes are the focal point of each design. This allows us to catch the viewers eye and draw them further into the advertisement. Utilizing visual analogy comes in handy as well, as we show familiar elements in a way that is generally uncommon.
PLAN OF ACTION With this campaign it is important for us to utilize some humor and the strength of the visual analogy that exists with each headline and focal point image. The layout of each design would be balanced and centered on the page, as to not detract from the focal point in any way. We also felt this would be a great time to tie in our social networking campaign as well. As a result we will utilize the INSPIREGREEN hashtag. This again allows for a bridge to exist between our print and social campaigns.
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TRUE LOVE OUR FAMILIES ARE VERY IMPORTANT TO US. THIS ADVERT HIGHLIGHTS THE FACT THAT BY MEANS OF THE INSPIRE GREEN SERVICE ONE CAN SHOW THOSE WHOM THEY LOVE JUST HOW MUCH; BY PROVIDING THEM WITH ENJOYABLE HEALTHY MEALS THAT CAN BE DELIVERED RIGHT TO THEIR DOOR.
PRINT CAMPAIGN
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THE WAY TO HIS HEART GIVEN THAT OUR CORE AUDIENCE IS WOMEN WE USED THIS ADVERT AS AN OPPORTUNITY TO SPEAK TO THEM IN REGARDS TO THEIR SIGNIFICANT OTHERS. WE INCORPORATED OUR RESEARCH INTO THE ADVERT AS WELL, IN ORDER TO HIGHLIGHT THE BENEFITS OF THEM MAINTAINING HEALTHY DIETARY HABITS BY MEANS OF USING OUR SERVICES.
PRINT CAMPAIGN
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THE APPLE OF YOUR EYE THIS ADVERT TAKES A SIMILAR APPROACH TO THAT OF THE PREVIOUS CONCEPT. HERE THOUGH, WE HIGHLIGHT HOW THE SAME IDEOLOGY A P P L I E S TO OUR C H I L DRE N. WE UTILIZE DATA BASED ON RESEARCH IN ORDER TO SOLIDIFY THE OVERALL MESSAGE AND THEME OF THE ADVERT.
PRINT CAMPAIGN
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CONCLUSION This print campaign will allow us the opportunity to connect with our local Las Vegas audience. This will occur by means of p l a c i n g the a dve r t in loc al magazines such as Las Vegas Weekly and Desert C o m p a n i o n . Poste rs will also be r e l e a s e d and placed in areas such as the Contain e r Park and Downtown Summerlin. Utilizing these captivating adverts should allow us to capture i n te r e s t and drive traffic to our website as well as allow users to connect with the brand via social networking.
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RICH MEDIA BANNER OBJECTIVE With our rich media banner we want to offer users the opportunity to interact with our brand, be educated, while also raising brand awareness. We plan on doing so by means of our “Healthy Choice Challenge�. This would consist of a scenario based game in which the user is able to make the choice they feel best fits the scenario. The goal here is to help them realize the healthy option is always the best choice and that we as a company can assist them in making better choices in their lives
EFFECTIVENESS A rich media banner has the ability to illicit a strong user response. They offer the user the ability to interact with the ad. A properly executed banner creates a welcoming environment in which the user is almost unaware that they are interacting with an advertisement at all.
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PLAN OF ACTION Given how quickly one can jump from one page to another on the web, we realize how important it is for our banner to be direct, user friendly, and engaging. We plan on drawing the user in with a vibrant color scheme, engaging imagery, and a thought provoking headline. Utilizing a balance between the three elements will allow us to peak interest while still staying true to our brand and theme for the banner.
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HEALTHY CHOICE CHALLENGE
User selects click “PLAY NOW” button and enters the game.
Scenario Slide (x3) User selects chosen food item on left or right.
RICH MEDIA BANNER
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HEALTHY CHOICE CHALLENGE
User is able move on to the right to next scenario by selecting green arrow (bottom right).
User will be able to move back to the left to make a different selection by selecting the green arrow (bottom left).
RICH MEDIA BANNER
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HEALTHY CHOICE CHALLENGE
Once 3 correct answers are made, user is able to select the “Register Here” button and move onto registration form.
User is able fill out the form and submit. A confirmation email will also be sent to the user.
RICH MEDIA BANNER
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CONCLUSION Utilizing a rich m e dia b a n n e r will allow us to colle c t conta c t i n f o r m a t i o n f rom use rs and essentially create a database of potential clients. We will be able to d e te r m i n e who w i t h i n our d e m o g r a p h i c is responding to this banner and in turn use this information for future marketing.
STRATEGIC MEDIA PLACEMENT MEDIA Social Media (Facebook, Twitter, and Instagram) #INSPIREGREEN, is a web campaign that will encourage, educate, and engage our audience. The campaign will allow users to upload and share photos of their healthy meals as well as interact and share personal experiences and tips on maintaining a healthy lifestyle.
GOALS Our goal here is to raise brand awareness throughout the Las Vegas Valley and nationally as the campaign reaches more individuals. We also plan to capture new clients as they are directed to our website through these various social outlets.
EFFECTIVENESS Given that our core demographic is under 25, they are very social and utilize social media on a daily basis. Allowing them to connect with one another and the company encourages the sense of c o m m u n i t y that Inspire Green strives to create, while having a direct interaction with their client and potential client base.
PLAN OF ACTION With this campaign creating content that users can interact with is essential to capturing a new audience, while still maintaining our core support base. With this being the case, copy and imagery work hand in hand in creating a welcoming environment that our audience will look forward to being apart of on a daily basis. Implementing giveaways and contest also will allow us to attract new users and maintain interest throughout the campaign.
RESEARCH Studies show that todays consumer purchases have transitioned from merely being a transactional relationship to a social relationship. Users largely take into account a company’s social presence and reputation when making purchases or investing in a companies services. Maintaining a positive perception through various social outlets can lead to great amount of success for a company and can allow them to reach millions of users within a matter of moments.
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#INSPIREGREEN THIS HASHTAG WILL ALLOW USERS TO SHARE AND VIEW PHOTOS OF MEALS PREPARED BY THE COMPANY, AND MEALS PREPARED BY CUSTOMERS AS A RESULT OF USING THEIR SERVICES. #JOINTHECHALLENGE WILL ALSO LEAD TO CONTESTS THAT WILL ALLOW FOR USERS TO WIN FREE MEALS AND CONSULTATIONS THROUGH THE SPAN OF THE CAMPAIGN.
STRATEGIC MEDIA PLACEMENT
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#INSPIREGREEN HERE USERS WILL BE ABLE TO CONNECT, SHARE, AND READ NEWS & TESTIMONIALS RELATED TO INSPIRE GREEN. THIS OUTLET WILL ALSO ALLOW USERS TO COMMUNICATE DIRECTLY WITH THE BRAND AND QUICKLY SEE COMMENTS FROM OTHERS ABOUT THE COMPANY AND THEIR SERVICES. CONTEST AND GIVEAWAYS WILL ALSO BE OFFERED TO ENCOURAGE AND CONTINUE THE INTERACTION.
STRATEGIC MEDIA PLACEMENT
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#INSPIREGREEN USERS WILL HAVE THE OPPORTUNITY TO POST THEIR FAVORITE INSPIRE GREEN MEALS TO THE COMPANY’S FAN PAGE, AS WELL AS SHARE THEIR EXPERIENCES AS THEY MAKE EFFORTS TO LIVE HEALTHIER THROUGH THEIR DIET. FACEBOOK WILL ALSO EASILY ALLOW THEM TO SHARE THE RECIPES, MEALS, AND STORIES THEY LIKE THE MOST WITH THEIR FRIENDS AND FAMILY.
STRATEGIC MEDIA PLACEMENT
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CONCLUSION #INSPIREGREEN is the first of many social media campaigns that will utilized by the company. The overall premise of a particular campaign will vary depending on factors such as the season, new products that become available, as well the companies current goals. The #INSPIREGREEN theme will, however, be prevalent through each future campaign.
SUMMARY AUDIENCE By connecting each aspect of the brand and our marketing efforts we plan on reaching and connecting with our audience. For our current clients we will offer them a fresh new & appealing look while, still providing them with excellent service and meals. For our potential clients we will provide them with the opportunity to be a-part of a healthy community that strives for progress on a daily basis, while supporting one another.
MEDIA Each form of media we selected was chosen based on our audience and how they communicate. We want to bring the conversation and message to them in various forms, allowing them the opportunity to make a step in the right direction by means of utilizing our services and recipes.
EXECUTION Given that each aspect of our marketing efforts connects, they essentially will be released in unison. Having a conversation with our audience is the basis of our strategy; therefore the social media campaign will be established first. Once the foundation for this has been set, the print and rich media campaigns will follow. Doing so will allow us to establish a true connection and have clients that soon become our friends.
TEDTALKSDESIGN.COM