MODAL3 Brand Identity + New Business Campaign Launch
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- 1.Graphic Design Final MA Project Process Book ProfessorTrudy Abadie | FinalMAProject April Biss Observe. Think. Make.
2. Problem. Part 1 Target Audience Exploration & Problem Examined and Defined Before I created a questionnaire for the client, I had a conversation over the phone in regards to the project details and we were able to discuss the general wish listofdesignservicesneededtocompletetheproject. I then created a list of questions pertaining to the original identity and overall key questions concerning the essence of the business. 01. How would you describe your business and what it does? My business designs sustainable home plans using non conventional methods and materials. The main structural element of gdgs homes are shipping containers. The goal is to design traditional style and contemporary homes to compete with todays home builders, but to do so with affordable and sustainable means such as the aformentioned shipping containers and complementing them with reclaimed and sustainable materials that will make each home unique. 02. Who is the target audience or intended market? My target audience would be anyone in the home building industry that I can make an impression upon or gdgs presence known to. Also any consumer that is looking to build a modest, sustainable and affordable custom home. 03. Who are your main competitors? My competitors would be all mass producing cookie cutter home builders and some smaller scale custom home builders. 04. What makes you different from your competitors? My goal is to offer a more structurally sound and more affordable sustainable home. The structural elements of gdgs homes (shipping containers) are fire proof, mold proof, termite proof and virtually indestructable. 05. How long have you been in business? I formed the LLC 3 years ago. 06. How many employees do you have? 3 - me, you and Bill! Im hoping to grow and add a designer once our presence is established. 07. Where is your business primarily run from? My home in my spare time. 08. How would you sum up your business in 6 words or less? Cutting edge, revolutionary 09. What keywords best reflect your business? Resourceful, unique, cutting edge, potential, sustainable, affordable 10. Do you currently have a logo, if so, how long have you had it? Yes, 6 months. I just rebranded from Sun Greeter Homes LLC to grieder design group. 11. If you do have an existing logo, why are you changing it now? I wanted something cleaner and more refined. I also wanted a name that I can expand the business under if it grows. I am starting with residential design but would not rule out using our construction methods in retail, commercial or where ever it can be applied. current position: project manager: herschman architects president/owner: GDG, LLC 3. 12. What type of logo do you require? Something clean and simple possibly with an industrial flair. I thought about using the corrugations of the container so it appears that the logo was painted onto the side of a container. 13. What is the exact wording for your logo? The lower case g is the main element with the name, address and phone number below or in a circle around the g 14. Is there a tagline to accompany the logo? Making sustainable affordable 15. Do you have existing brand colours? The black and white for now but I am not against an accent color. 16. Where do you intend to use the logo? Website, letter head, envelopes, e-mail signatures, title sheets for drawings (can you convert the logo to CAD?) possibly vinyl graphics for vehicles, shirts and hats. 17. Is there a primary use for the logo? Not at the moment, Im hoping that it becomes a staple icon in the construction industry. 18. What logos do you find appealing and why? Simplelogoslike the Face Bookfand the Twitter bird, theMcDonaldsarch. Logospeoplecanrecognizewithouthaving toreadabusiness name. 19. What logos do you find unappealing and why? Logos with company names you have to read and anything that has a leaf or water droplet in it. I think those logos that are trying to promote sustainability are over saturated. 20. What does the logo need to say about your business? I want it to be a recognizable icon for the business so when people see the g they know its grieder design groups logo. 21. What images/icons/symbols do you think best represents your business? Shipping containers, the corrugated sides of the container, homes, neighborhoods, community, families. 22. Would you like further design services, incorporating your new logo? Yes Client Questionnaire Continued 4. Problem. Defining the Problem: We are going to address and attempt to improve upon an individuals standard of living and well- being in connection with homeownership. In doing so, we hope to improve the individuals quality of life while implementing environmentally responsible strategies in regards to reusing materials. We believe when people live beyond their means, it contributes to stressfull living and an unhappy and unbalanced life. Furthermore, these aspects are influ- enced by the standards of living. Standard of living isa level of material comfort as measured by the goods, services, and luxuries available to an individual, group, or nation. These standards act like pressures that can affect work, neighborhoods, family and friends, community, health, education and ones spirit. We want to extend an option to improve upon a personsoverallqualityoflife,whileparticipatingina responsibleenvironmentallyrolebyreusingmaterials. Barbara Kiviat explains in the online article, The Case Against Homeownership, But our leaders, with our encouragement, went much too far. The dark side of homeownership is now all too apparent: foreclosures and walkaways, neighborhoods plagued by abandoned properties and plummeting home values, a nation in which families have $6 trillion less in housing wealth than they did just three years ago. She then explains how the government puts pressure on our culture to own a home. Therefore, the banks began to loosen up on their lending restrictions that hasultimatelycreatedadownwardspiralinourworld andconsequentlyinourquality of life. Currently to own a home, one must earn a lot more money, therefore more of their time is sacrificed. People then become unhappy, stressed, depressed and miserable. The trade-offs becoming a homeowner in this current time can be much more damaging due to inflexibility in all aspects of their life. (source: http://www.time.com/time/magazine/article/0,9171,2013850,00. html#ixzz204o9TvtC) Possible Answers to the Problem: 1. To reverse the stigma of affordable housing and low-income in the minds of our culture. 2. Create affordable universal solutions in regards to dwellings, so that everyone has a chance to become a proud homeowner and finally obtain a better quality of life. 3. Support a new lifestyle change by having housing options that will not only assist and be available for every income level, but also transcend the idea that one does not have to sacrifice more than they have to obtain true happiness, great design in order to obtain a better quality of life. 5. tomarketandbringawarenesstoanewwayofliving withanemphasisonimprovinguponanindividuals standardsofliving.ThegoalistoimplementGDGs uniquesustainablehomeplansusingnon-conventional methodsandmaterialsinanaffordablewaythatwill consequentlymakehomeownershipmoreaccessible andeasierforeveryonewithoutsacrificinggooddesign. A newly designed website will be used as a major marketing tool as well as a place to purchase plans. Outcomes. Anew identitywillbeestablishedforGDGsproduct aswellasawebsitethatwillactasamarketingtoolfor consumers,builders,manufacturersanddesigners.A deliverableofsortswillalsobeproduced. Deliverables. Service/Name of Product identity will be developed and designed for this system Website Deliverable Production Time. Deadline August 19, 2012 (5-6 weeks total) Budget. $300-$500 estimation Objective. GDGs overall goal is to design alternative affordable spaces to compete with todays home builders, but to do so with affordable and sustainable means by using reclaimed and sustainable materials that will make each space unique. The main focus will be a first solu- tion to obtaining a space to call home without taking more than you actually need in regards to materials. This minimilistic approach will appeal towards alternative solutions for newly weds and families who are recovering from the economic down turn by designing a space that anyone can afford without the stigma of low-income or affording living and having to sacrifice aesthetics. Part of this objective is to create an identity to adhere with the target audience and overall objective, while making a positive name in the industry by creating sustainable and affordable solutions that are universal. Thelogo/type/markwillbecleanandsimpleand willembodyasenseof moderntraditional,in regardstostyle.Thegoalistocreateanidentitythat becomessuccessfullyrecognizablewithinthemarket demographicsandtargetaudience.Theidentitymust beversatileandadaptableinordertoembracefuture growthandexpansionpossibilities.Theidentity mustreflectthefollowingqualities;resourcefulness, uniqueness,innovativeness,usefulness,sustainablil- ity,cost-effectiveness,andoriginality.Theintentionis 6. Research. Part 2 Reusing the old containers is an inexpensive, efficient, and environmentally friendly way to build homes that can be used by low-income residents or as temporary housing following a natural disaster. AmericaProgress.org 7. Demographics: Age: 22-55 Income level: Low, medium and high Sex: Suburban/Urban men and women Profession: HighSchooltoCollegeeducated,whitecollarand bluecollarprofessionaswellasentrepreneursandre- tirees.Socialworkers,homelessshelterorganizations, disasterrelieforganizationsarealsoemphasized. Education level: Skilled trade - Non-Professionals. Professionals within a variety of fields. Location: Cleveland, Ohio Race: Diverse to