Proventi - Concept description report by Voichill

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

Client: PROVENTI Project name: Flying Physicians Delivery: 19 September 2014

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

Kaloyan Georgiev Experienced Marketing graduate and concept creator in development. kaloyan.ch.georgiev@gmail.com +45 52 69 03 73

Dora Kontha Passionate analog photographer & designer who is interested in UX, visual communication & typography. dora.kontha@gmail.com

Ronja Kate Jøns Graduated Multimedia Designer. Freelancer in digital design and front end development. ronja.kate@gmail.com +45 31 36 84 84

Teodor Voicila Graduated Computer Science and looking forward to develop new creative skills. teocris92@gmail.com Mob: +45 71 60 52 49

Lyubomir Spirov VIsual designer/illustrator with a strong passion for digital arts and copywriting. lss90@mail.bg Mob: +45 278 22 861

Atanas Bozhikov Graduated 3D Designer. Worked as graphic designer and CMS system administrator for Glostrup Kommune. atanaslb1@gmail.com

Hanna Nicolo Graduated Multimedia Designer, loves books, animals and traveling. styeshyna@yahoo.com

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

Table of Content

Page No

1. Introduction 2. Client Goal 3. Concept Description 3.1. Idea generation 3.2. Vision, mission and values 3.3. Design Principles 3.4. Moodboards 4. Brand Identity 4.1. Colors 4.2. Fonts 4.3. New logo 5. Digital Elements 5.1. Website 5.2. Dashboard 6. Platform choices 7. Budget 8. Project management breakdown 9. Conclusion 10. Appendix

4 4 4 4 4 6 6 7 7 7 7 8 8 10 11 13 14 14 15

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

1. Introduction In a Skype brief, Proventi described their need of a solution for revising their value proposition and brand identity in order to promote themselves better to their target audience. They were open minded to any initiatives that could strengthen their brand. The problem formulation from our insight report stated: ● How will Proventi enhance their B2B awareness and improve their brand identity when targeting Middle Eastern countries? To sum up the findings from our insight report, we concluded that several initiatives needed to be carried out in order to answer the above question.These include a new brand identity, a communication strategy (website, logo, business cards, brochures) and a social media approach.

2. Client Goal As stated in the client brief on the 8th of September, Proventi would like to enhance their global B2B awareness, revise value propositions and customer relationships, by improving their brand identity, online presence and gotomarket strategy.

3. Concept Description 3.1. Idea generation The idea generation process helped us gather all the researched information from the insight report to develop an effective solution that adds value to the company. Our desk research and analysis showed that Proventi should change their whole brand identity. We found it necessary to base the future communication strategy on Proventi’s new vision, mission and values and a new set of design principles to facilitate the design process.These new principles led to changes in the logo combined with a redesigned visual appearance of their website, adding room for backend operations, handouts (business cards and brochures) and social media presence (LinkedIn). All of the previous will help shape the identity to ensure Proventi’s strive to deliver excellence in future prospects when focusing on the obesity problems in the world today.

3.2. Vision, mission and values To begin with, every company should have its focus set on successfully achieving goals. The most common way to do so is to create a Mission and Vision statement, around which everyone from the company (both on a managerial or daytoday operational level) can agree upon to insure reaching the end goal.

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

The “end goal” is the Vision statement. It represents the desired future state of the company. It has a fairly long time frame to act upon ranging typically from five to fifteentwenty years 1. Having these criteria in mind we have developed Proventi’s Vision statement in the following way: "At Proventi we believe in a future where treating obesity is globally available. Therefore we will pass on our expertise by training and specialization of physicians worldwide." This Vision statement is broad but manages to cover all the main points Proventi focuses on their experience within the field of bariatric and metabolic surgeries, their business model (consulting and training) and their optimal desired target group every hospital worldwide. Our research concluded that Proventi will focus on the Middle Eastern region as it is one of the most obese areas in the world. Furthermore, the developed infrastructure and the need for foreign talent to train local specialist is growing as governments in Saudi Arabia, the UAE and Qatar have said they will increase their Health care spending2 . The Mission statement should cover this area as follows: “Proventi offers a highly trained and highly experienced team of surgeons who specialises in the field of bariatric and metabolic surgeries. They will train local hospital professionals in the Middle East to deal with bariatric procedures and treat obesity by providing outstanding mentoring and long distance consulting to deliver excellent health care outcomes.” The time frame is shorter compared to the vision statement from the present day to three/four years in the future. This testimonial is more precise on delivering outcomes. It focuses on the local issue of the targeted market and what the company is doing there by explaining how it will add value to potential clients: “ … by providing outstanding mentoring and long distance consulting...” The Mission statement is more easily defined because it serves as a guideline for the employees to have a clear focus on the end goal better value proposition and increasing profitability. Last but not least, we will outline the backbone of the organization the corporate values. They can be found in the Mission statement: experience, professionalism, trust and excellent outcomes. The first two express the high levels of training and experience every employee of the company yields. Highlighting that “combined they (the surgeons) have a total of more than 100 years of experience within the bariatric field” underlines the “team” aspect behind Proventi’s concept. Collaboration and communication is in the root of both the daytoday processes and plays a crucial part when setting off to train foreign specialist. Finally, excellent outcomes serves the purpose of a guideline for everyone at Proventi their main motivator when passing on their expertise to physicians worldwide. Proventi will inspire trust in their future partners with their services and their new value proposition. 1

Psychology Today, Mission and Vision by Jennell Evans. <http://www.psychologytoday.com/blog/smartwork/201004/visionandmissionwhatsthedifferenceandwhydoesitmatter>[ accessed 16.09.2014] 2 Deloitte. the increasing health care spending in GCC countries <http://www.deloitte.com/view/en_LB/ly/press/press-releases/88525a84e0794410VgnVCM3000003456f70aRCRD.htm#> [accessed 16.09.2014] 5

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

3.3. Design Principles Nordic Nordic Design3 is a trademark that reflects Scandinavia's lifestyle and values and it has become highly popular worldwide. Therefore it is also recognizable in the Middle East. The main associated characteristics and keywords within the Nordic style are: designoriented, modern, functional, clean and easilyrecognisable. Proventi has a desire to appear Nordic in their brand identity and therefore nordic was chosen as one of our design principles. Safety Proventi is a medical consultancy agency so it is crucial for them to create trust and make the target group feel safe about using the company's services. Therefore putting the emphasis on trustworthiness and experience is essential. The new visual identity of Proventi including the chosen colors, font and logo create a trustful, welcoming, yet professional atmosphere, that encourage the visitors to get in contact with Proventi. Transparency Trust is one of the four corporate values of Proventi. By providing clear structural content create the possibility for the visitors to have an insight into the company. Being open, honest and real will not only establish sympathy towards Proventi, but also trust and it is vital to build up a credible brand in health care industry. Professionalism Proventi consists of professionals with different backgrounds and many years of experience. The aim was to create a digital communication platform where only the essential information is presented. Simplicity is one the most important characteristics of the new visual identity. Having a userfriendly and clear website combined with the right color and font choices, makes the customer feel that they are offering reliable and flexible premium service.

3.4. Moodboards Based on the Design Principles, we have created moodboards that will be used when making Proventi’s brand identity. The first moodboard comprise pictures that vary from interior and architectural design, to color pallets and fonts, that all share the same Nordic feeling.4 The second moodboard is a collaboration of photography which circles around the topic of medical practitioners and travel. With this moodboard we wanted to capture the essence of Proventi’s concept. By better understanding the company we started developing a fresh and professional design. Thus, contributing to our goal of improving the value proposition of the company. 5 3

Nordic trends, accessed on 18.09.2014 http://chambertradesweden.se/wpcontent/uploads/2013/10/ScandinaviantrendsinLifestyle.pdf 4 Appendix nr. 5. 5 Appendix nr 6. 6

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

4. Brand Identity 4.1. Colors A color palette with blue, beige and green pastel colors was chosen to fit the design principles and complement the Nordic layout. 6

4.2. Fonts For website and printing material we used Gotham font type. 7 It is a family of broadly used geometric sansserif digital typefaces designed by American type designer Tobias FrereJones in 2000. Its letters are inspired by a form of architectural signage that achieved popularity in the midtwentieth century. Since its creation, Gotham has been highly visible due to its appearance in many notable places, including a large amount of campaign material created for Barack Obama's 2008 presidential campaign.8

4.3. New logo In the initial stage, we have conducted research on medical/surgical/health care logos and we’ve concluded that the majority of them are characterized with simple, clean and elegant designs. We’ve decided to go for a direction that would emphasize on the professionalism, mobility and the Nordic style that lies in the core of Proventi.9 The initial development of the logo started out by choosing the framework called A.R.M.M, which stands for Attention, Response, Meaning and Memory.10 It helped us in the creation of the logo that would be interesting, professional, meaningful and easy to recognize. First of all, we’ve decided to take a minimalistic approach and removed of some of the elements that put unnecessary weight on the current logo. The wings and the “Flying Physicians” slogan have been removed in the new version (see figure 1) and the font has been replaced with Trench font. The new typeface stands out with its elegance and precision; characteristics that fit perfectly for Proventi’s mission to deliver excellent training services in the field of bariatric and metabolic surgery. Trench is a versatile techno font with a human twist, by NimaVisual and a commercial use for free is allowed.11 Mobility is the other prime focus of our client that we’ve taken into consideration and implemented it into the new version of the logo. An airplane has been added to suggest that Proventi is a versatile company offering 6 7

Appendix nr. 7 Appendix nr. 8

GOTHAM VS. MERCURY, The Presidential Campaign’s Real Issues by David Rainbird, Saturday, July 21, 2012 <http://www.theweeklings.com/drainbird/2012/07/21/gotham-vs-mercury-the-presidential-campaigns-real-issues/> [accessed 18.09.2014] 9 Scandinavian trends http://chambertradesweden.se/wpcontent/uploads/2013/10/ScandinaviantrendsinLifestyle.pdf [accessed 18.09.2014] 10 <http://www.lynda.com/DesignLogoDesigntutorials/ScienceLogoDesign/1491232.html> [accessed 09.16. 2014] 11 <https://www.behance.net/gallery/12145161/TrenchFont> [accessed 09.16. 2014]

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

many options to fulfil their services. As our client stated in the brief, preserving the Nordic style was of utmost importance. In this sense, we’ve kept this in the logo design as well. The primary color that we have chosen is dark blue. It indicates seriousness, integrity, knowledge and power. In addition, flexibility has been well considered in terms of printing matters. No matter what color of the background the new logo is placed on, it will still maintain its meaning.

figure 1

5. Digital Elements 5.1. Website (see figure 2, page 9) The landing page required a lot of wireframe sketches, to make sure the right content was shown as it is the first thing that the users see.12 At the top left corner, the focus was put on the new logo and the global navigation. In body section we decided to use the tagline and a picture that expresses the essence of Proventi’s work. The three categories below the main picture focus on what we think is most related to the company’s services, the people they work with and the whole community that surrounds them. The footer consists of the contact details and an email newsletter signup, which are important for Proventi to reach out for more customers. We wanted to create a practical, usercentered website that could serve the needs of the target group private and public hospitals and government officials. When the website has been developed, a series of user tests needs to be performed to ensure that visitors will interact with it smoothly. This will help identify the weak links in the interaction process and make the necessary improvements. In the prephase we will focus on both the technicalities and interactiveness of the website. ● Loading speed testing how fast the website loads all the content ● Responsiveness testing how the website adjusts itself on different screens/mediums ● Interaction testing how the navigation and all functions work ● backend testing how is the data input visualised on the dashboard 12

Appendix nr. 2 and 3. 8

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

When the website will be ready to launch the afterphase starts. User experience examination will be conducted to evaluate how the visitors make their way through the navigation and if they can easily find what they are looking for. Thus, the responses will be collected and based on them, we are going to target the areas that have had the lowest benchmark.

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

figure 2 (see appendix nr. 9 )

5.2. Dashboard The dashboard is created to make project management easier for Proventi when they assemble teams. In order to enter the dashboard you go to Proventis website and login in the top right corner. For a signup you must be given a login from Proventi that contains an email address and a password. The dashboard contains an inbox for the communication between the employees. Furthermore you can see all the ongoing projects, your own projects, you can create a new project and view and edit your profile. Inbox 10

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

The inbox is made for easy communication between the teams and employees and all the emails will already be in there, because of the login that contains the email address. Otherwise you can just click a name in the projects and the inbox will open with the right email. From the email you can see the person's profile. Projects In the menu of projects you can see both the established and the projects that are in progress. You can choose to see the projects in the order of date, city or established/in progress, in addition you can also search for a project. When the project is created, the number of members on the team are set and you can apply for one of the positions that fits you (see figure 3),

figure 3 My projects Here you can see the projects that relates to you. There are notifications of how many changes there has been made from the admins and in your profile you can choose if you also want the reminder in a mobile text message and/or in another email. Make new project When you create a new project you can choose the number of people in the team and which position or expertise there are needed. Furthermore you can choose an admin for the team, who will also be the one to accept or decline the ones who apply to be on the team (see figure 4), 11

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

figure 4

6. Platform choices In this section we explain the necessary stages in the development of the communication strategy. We argue which approach will be undertaken in terms of advertising methods Proventi will consider related to the changes in the brand identity. The advertisement is going to be spread on both online and offline media. Online media ● Proventi’s new website ● LinkedIn business page Offline media ● Business cards13 ● Handbook that gives an insight about Proventi ● Brochures14

LinkedIn Linkedin is considered as one of the largest professional networks in the world, there are approx. 65 million business professionals around the world. 1516 Corporations can establish their profile pages and market their 13

Appendix nr. 10 Appendix nr. 11

14 15

Forbes, September 26th, 2013, How To Mix LinkedIn With Content Marketing <http://www.forbes.com/sites/womensmedia/2013/09/26/howtomixlinkedinwithcontentmarketing/> [ accessed 09.16.2014] 12

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

businesses for free, expanding their network with other businesses (current and potential clients) and other individuals (followers). The marketing approach can be done by the following 2 approaches : passive and aggressive. The passive marketing approach involves creating a LinkedIn profile, updating it on a regular basis and building new connections with zero advertisement. The second option Aggressive marketing, is characterized by intense interaction with your LinkedIn connections by posting regular status updates, actively participating in groups, sending out invitations and taking advantage of paid advertisement. As Proventi is a newly founded company it will mostly benefit by adopting a passive marketing stance in the beginning. Therefore, the company will create awareness and demonstrate to its connections their (the company’s) testimonials that will back up the company’s credibility.

Advantages: 1. 2. 3.

A LinkedIn company page will give Proventi more exposure and visibility to its business and services. It will allow your page followers to be updated with your company’s news, announcements of new services, etc. Company pages also have recommendations just like individual profiles. Satisfied clients can easily recommend Proventi and its services and profile followers can share these achievements gaining wordofmouth.

LinkedIn Company pages are a great tool to enhance your company’s presence and image online.There are 3 simple steps to build a presence for a business on LinkedIn17. The first step is called “Create”. To get started, you have to enter your name and company email address and verify that you are eligible to create a page on your company's behalf. Afterwards you supplement a company description, its overview, what it does and its logo or banner to bring your page to life. The second step called “Attract” and comprises of your employees engagement by adding them as first followers. There are also available options to add easy links or invest in followers. The third step “Engage” includes options to share rich content daily, gaining deeper insights with Company Page analytics and using sponsored updates. Since Proventi will at first follow passive LinkedIn marketing approach, the company will go through the described below steps Create and Attract. And as the company will grow in the future, the step Engage will be applied if needed.

7. Budget We divided the budget for the project in four parts: the research process, the concept development, the communication materials and the front/backend development. It was important for us to outline the work flow throughout the project, by specifying that the concept we developed for Proventi is in its beginner stage. Meaning, no actual front nor backend has been developed within the time frame of the task. However, we wanted to include this part as we thought it will add perspective to the company regarding the future 16 17

<http://homebusiness.about.com/od/socialmediamarketing/a/HowToUseLinkedinforMarketing.htm> [ accessed 09.16.2014] Linkedin business profile registration guide http://business.linkedin.com/marketingsolutions/companypages/getstarted.html> [

accessed 09.15.2014] 13

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

application of the project with an outline of the costs needed. The prices in this section are a bare estimate on the average charge of a freelancer. Keep in mind that actual prices may vary if it is necessary to be cost focused on the expenditure.18

8. Project management breakdown We started the PROVENTI project with defining and agreeing on tasks, while considering the deadline on the 19th of September 2014. First we all served as part of every role, since we gathered up and discussed every bit. After that we spread out the work and each group member contributed on the project individually. We did not assign a project manager, but decided to use teamgantt.com.19 It is a digital productivity software with userfriendly navigation and easy project overview. That was needed, since some of our group members were not able to meet personally for group work, but contributed to the report from a distance. Each group member could be updated online about task progress and pending. Teamgantt.com is free to use for 1 month, which is a huge bonus for students or many companies who don't necessarily have the funds to spend on yet another product. However, the lack of more advanced features is likely to hit and high number of tasks in a project can overload Teamgantt.com and make it less responsive. Teamgantt.com helped our group get more done by making milestones and assigning members to the different tasks with a given time estimation. The workflow was more efficient in this way and furthermore we could always quickly overview the time frame progress and focus on a task in case of delay. All our thoughts and decision regarding structuring this project made the workflow a lot easier.

9. Conclusion Proventi’s challenge raised up a lot of new questions in our minds regarding worldwide health and obesity. It helped us understand how important their mission is and how badly they need to be heard in as many parts of the world as possible. Our concept has been developed so that Proventi can benefit from the latest trends and technologies in order to stand out. The new visual identity and redesigned website have been developed with physicians and healthcarerelated institutions in mind. Taking advantage of a minimalistic approach, we believe that our concept will clearly convey Proventi’s mission, vision and values and therefore lay a solid foundation that can be further built upon in time.

10. Appendix 1: Taglines

18 19

Appendix nr. 12 14

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

2: Wireframe sketches 1

3: Layout Sketches 2

4: Logo Brainstorm

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

5: Moodboard 1

6: Moodboard 2 16

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

7: Colors

8: Font

9: Website 17

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

10: Business card Front:

Back:

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

11: Brochure

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

12: Teamgantt

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

13: Logo Research

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

14: LinkedIn

THE CONCEPT DESCRIPTION TEAM9, EConcept Development, Semester 2, Project 1, Group #2 Flying Communication

15: Budget