Autostrade Company (Motorways Company)
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
We already have a logo but would like to restyle it, aiming at making it distinctive. We want to turn the logo instantly recognizable and to avoid any claims from other brands with similar visual identities.
The logo should convey the following key concepts: ecology, environment, continuous flow, sustainability, transport on wheels, fight against traffic and pollution, progress, future.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
We have various targets:
1. Direct users of the Ecomouv system
2. General public opinion
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
The Brand has to communicate efficiency and positiveness: is a tool working in favor of ecology and increased efficiency of the heavy transport means organization.
General objectives of the project:
Following the decisions outlined in the Grenelle Environment Agreement, the government has introduced the ecological tax on the heavy means of transportation (“Taxe poids lourds nationale” or TPLN). Basically applying very modern techniques, heavy vehicles will have to pay the ecological tax for using the whole national road network not under concession – currently free of transiting charge, the departmental and municipal roads likely to face the consequence of facing a significant increase of traffic.
- Reduce the environmental impact of freight transport by road, leveraging on the fact that looking to optimize costs, shippers will consider choosing other means of transportations.
- Streamline, time wise, road transport, on short and medium distances (reduce the number of load free trips and increase the vehicles capacity, optimize the routes transiting paid and free of charge roads, optimize the production volume in order to need less transportation.
- Grant financial resources to support new infrastructure necessary for the implementation of sustainable transports policy in a multimodal perspective.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Because it does not refer to a product, in a commercial way.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
Reliable, efficient, leading edge, authoritative, environmentally friendly.
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
Logo will be used on all official documents (letterheads, papers, brochures), on the website and in all below the line initiatives and future events.
Therefore we are expecting:
- Company letterhead
- Business cards
- Block notes
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
The color must be light green and the characters must be clear and easy to read. The font has to be simple, rounded and friendly.
Attachment A contains a couple of similar logos that we want to differentiate from.
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !