SHORT STORY
CHAPTERS The Story Begins
3
Purpose
4
Core Values
5
Target Market
6
E-Commerce Demographic
12
Tone of Voice
13
Brand Words
14
Mood Board
15
Logo
16
Typography
18
Colour
20
Supporting Textures
21
Visual Language
22
SHORT STORY AT SHORT STORY, WE BELIEVE IN MEANINGFUL GIFTS AND SHARING STORIES THAT BRING PEOPLE TOGETHER. THROUGH SMALL PACKAGES AND BIG HEARTS, LOVE IS SHARED, HAPPINESS IS FOUND AND WE RECONNECT WITH THE STORIES OF OUR ROOTS. REMEMBER, A BRIGHT SMILE IS YOUR SIGNATURE AND LAUGHTER IS YOUR MESSAGE TO THE WORLD. SHARE YOUR STORY.
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T H E S TO R Y B E G I N S . . . Welcome to Short Story. We invite you to open your pages to meaningful giftware and the spirit of storytelling.
It began just like an old tale told new...During the warmer months of 2008, a group of
A little shy of two seasons later, Short Story began opening its first page to offer
close-knit friends visited the twilight markets of Melbourne religiously. From the beaches
captivating interior artworks that were both stunning and representing their unique
of St. Kilda to the city lights of Queen Victoria, to the local gardens of Caribbean, the one
personalities. The duo was very passionate about storytelling and designs were
element in common was the endless talents of these free-spirited artisans.
often inspired by short stories told from generations long. It was this appreciation for storytelling coupled with the fusion of modern art and traditional eastern paper
Before the season’s end, a vow was made to return the following year each with a product
techniques that gave life to a range of giftware that could be both admired and told
that best represented their individuality. Upon chance, a small gift box of special Japanese
irrespective of time and age.
papers gave life to a childhood hobby of origami paper folding and marked the beginning of an amazing creative venture for both William and Carolyn. Being their own harshest
Short Story’s vision is to bring back the intimacy and personal touch that was once
critics, the duo both spent many months creating, innovating, cutting and folding, testing
associated with card writing and paper alike. To inspire meaning into giftware and
and trailing. After many hours of work, their passion and vision culminated in the creation
allow people to discover the stories in each piece. Most importantly, to generate great
of their first signature frame.
conversations and encourage storytelling.
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PURPOSE To find meaning, beauty, and appreciation in our everyday life. •
Create meaningful and quality lifestyle gifts inspired by short stories.
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Foster emotional connections, self discovery and gratitude.
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Uniting people by sharing open and honest conversations.
•
Encourage mindfulness and slowing down.
Here at Short Story, we provide beautiful and meaningful gifts that evoke strong emotional connections. In our unified movement we inspire others to take a moment for self discovery and to share their stories with the world.
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C O R E VA L U E S •
Create meaningful gifts in line with our purpose to the best quality and highest of standards to connect people with loved ones.
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Maintain a supportive, family-orientated and collaborative working culture that encourages open and honest communication.
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Provide an inspiring environment where we can foster personal growth for team members within our family.
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Work diligently as a team to smash our financial goals and grow the brand by meeting our yearly targets.
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Build and maintain happy relationships with our suppliers and consumers by being sincere, honest and keeping their best interests at heart.
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Provide exceptional customer experience ensuring that we go above and beyond expectations.
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TA R G E T M A R K E T P R I M A R Y G R O U P 1 : Females 45’s – 54’s
Interests:
Lifestyle, Home, Food & Cooking, Gardening, Travelling.
Education Level:
Year 12 of equivalent.
Status:
Married, Married with Older Children, Divorcee, Young. Have endured living in an unstable economic environment.
Generation:
Empty Nesters, Generation Jones & Generation X. Should note that in Australia the Baby Boomers is the fastest growing demographic and that we have an aging population.
Values / Influences:
Long-term needs, brand loyal, evidential, expert information, value for money, perfectionism.
Advertising & Marketing:
Mass/traditional media, above-the-line. The typical female within this demographic group has the time and money to spend, but that they are generally invisible to the advertisers.
Buying Concerns:
Not as tech savvy, less compelled by digital campaigns, risk would relate to their ability to discern the quality and trustworthiness of the information.
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SUMMARY
Often in the market place the demographics from Group 1 are often the “forgotten� customers. Generally speaking Group 1 have the ability to spend money on our types of products. They have very high brand loyalty and are repeat purchasers. Concerns are that they make buyer decisions based on the information provided about the quality. They seek good value for money. This target market would benefit the most from brand based advertising and marketing rather than product based. SPECIFIC CHANNELS: TV, Radio, Magazines/Press, ReMarketing (all focusing on brand awareness), Give-a-ways, purchase price certain point to receive a free gift, competitions.
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TA R G E T M A R K E T P R I M A R Y G R O U P 2 : Females 35’s – 44’s
Interests:
Lifestyle, Home, Food & Cooking, Family, Health.
Education Level:
Year 12 of equivalent or higher education.
Status:
In a relationship, Married, Married with Young Children. Raised in an economic environment that has survived market crashes, very much focus on socialism.
Generation:
Generation X.
Values / Influences:
Medium-term goals, credit savvy, practical and require product information, moneyback guarantees, brand loyal, customisation, independent , novelty/fashion purchasers.
Advertising & Marketing:
Direct/targeted media, below-the-line, digital campaigns.
Buying Concerns:
Buying Concerns: price conscious, needs based, sceptical about marketing tactics, cautious spenders.
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SUMMARY
This age group of demographics have a high amount of disposable income to spend on items that are not considered “basic human needs�. They take a very practical approach to purchasing as they generally are needs driven. Even noting that they have a high disposable income, they are also price conscious as they are aware of the level of debt attached to their circumstances. Best process to reach this market would be with highly targeted marketing that focus on an end result of a sales. SPECIFIC CHANNELS: ReMarketing Ads, edMs, Facebook, Instagram, Third Party Platforms (individual product based) discounts for particular products.
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TA R G E T M A R K E T P R I M A R Y G R O U P 3 : Females 25’s – 34’s
Interests:
Lifestyle, Beauty, Health, Social, Experiential, Technology, Travel.
Education Level:
Bachelor Degree, After Year 12 Equivalent, Tafe Course .
Status:
In a relationship or single. Have been brought up in an age where there are more social than economic issues in the world.
Generation:
Generation Y & Millennials.
Values / Influences:
Short term goals, impulse purchases, social approval, experiential, visual.
Advertising & Marketing:
Viral/electronic media, social media, interactive and intuitive.
Buying Concerns:
Love a good bargain, brand “promiscuous”, digitally focused in a highly saturated market, no brand loyalty, multi-stimuli required, confused by over choice.
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SUMMARY
This final group is the most unpredictable group within our target market. They have been brought up and raised in a digital age with an overload of information and advertising campaigns. This younger generation are impulse buyers that do not have brand loyalty, and tend to follow trends. The best way to market to this group would be via multiple channels including social media.
SPECIFIC CHANNELS: Website, Facebook, Instagram, social media campaign give-a-ways.
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E-COMMERCE DEMOGRAPHICS Target Market Online Females 35’s-50’s
$16.6 Billion of all retail purchasers occurred online which was 6.9% of the total purchases. Growth of online sales was 0.3%. Highest category at 33% that was purchased online was from a department or variety store rather than independent brands. NAB Report from 2015 records a total of 44.5% of online shoppers within this target demographics •
24.3% is from the age group 35’s – 44’s
•
20.2% is from the age group 45’s – 54’s
•
Gen X shows a very different online buying focus which reflects life stage – for Gen X, life is dominated by family. Gen Xers over-index on photos and paper, toys and games, appliances, tools and home improvement, gift cards, and movies and TV. Compared to the other segments, Gen X shoppers spend relatively less on jewellery and watches, tickets and events, and travel.
•
Compared to other segments, Gen Xers’ online buying pattern is more shaped by apparel, footwear, home and grocery purchases.
•
Overall, Gen Xers’ online spending seems to focus on convenience, time saving, and selection, including for apparel and shoes, buying and replenishing necessities, and purchases for the family and home. However, there is also an interest in online shopping fun.
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TO N E O F VO I C E
C O N V E R S AT I O N A L POSITIVE ENERGETIC INSPIRING L O V E LY
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BRAND WORDS
MEANINGINGFUL BEAUTIFUL S TO R I E S UNIQUE HAPPY GIFT QUALITY INSPIRING
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LIFESTYLE PEOPLE POSITIVITY GRATEFUL
UNITY PERSONAL SENTIMENTAL CONNECTIONS
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LOGO
SHORT STORY BRANDMARK
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LO G O T R E AT M E N T S
SHORT STORY 1: logo on its own
SHORT STORY
SHORT STORY 2: logo reversed out on grey PMS
SHORT STORY
3: logo reversed out in white
4: logo reversed out on paper stock
5: logo in brushed gold
5: logo in rose gold
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TYPOGRAPHY P R I M A R Y T Y P E FA C E
Lato ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 S E C O N D A R Y T Y P E FA C E
Adobe Garamond Pro Italic ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 18
Lato Light ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 Lato Regular ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789
TYPOGRAPHY HEADING LATO REGULAR KERN : 200
SUB
T H E S TO R Y B E G I N S . . . Welcome to Short Story. We invite you to open your pages to meaningful giftware and the spirit of storytelling.
GARAMOND ITALIC KERN : 50
BODY
It began just like an old tale told new...During the warmer months of 2008, a group of
LATO LIGHT KERN : 20
close-knit friends visited the twilight markets of Melbourne religiously. From the beaches of St. Kilda to the city lights of Queen Victoria, to the local gardens of Caribbean, the one element in common was the endless talents of these free-spirited artisans.
Before the season’s end, a vow was made to return the following year each with a product that best represented their individuality. Upon chance, a small gift box of special Japanese papers gave life to a childhood hobby of origami paper folding and marked the beginning of an amazing creative venture for both William and Carolyn. Being their own harshest critics, the duo both spent many months creating, innovating, cutting and folding, testing and trailing. After many hours of work, their passion and vision culminated in the creation of their first signature frame.
19
COLOUR PRIMARY COLOURS
100% 80% 60% 40% 20%
20
RBG:
216 129 36
RBG:
0 54 105
RBG:
244 235 219
RBG:
219 215 208
RBG:
116 111 112
CMYK:
0 40 83 15
CMYK:
100 49 0 59
CMYK:
0 4 10 4
CMYK:
0 2 5 14
CMYK:
0 4 3 55
HEX:
#D88124
HEX:
#003669
HEX:
#F4EBDB
HEX:
#DBD7D0
HEX:
#746F70
SUPPORTING TEXTURES ELEMENTS
BRUSHED GOLD
WOOD TEXTURE
ROSE GOLD
currently used on more
currently used as POS
used currently for
expensive items, frames
materials
jewellery, candles (more
cards
feminine products)
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VISUAL LANGUAGE PA C K A G I N G T E M P L AT E
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THANK YOU CARD
VISUAL LANGUAGE EXPRESS DELIVERY CARD
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W W W. S H O R T S TO R Y. C O M . A U
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