Marketing campaign

Revised Brief

Creative Design Brief
Project Title: Branding and integrated marketing campaigns

Overview:(Project information, goals, measurable objectives)
For this branding project I will be creating the visual identity for a fictional product or service of my own creation. The measurable will be this completed visual branding which will include: typography, color, texture, packaging, logo, etc. Subscription boxes have exploded in popularity and many of them are either socially redeeming such as the Fair Trade Friday box or the Cause box or environmentally conscious, like Blue Apron. However, few cross over into being both environmentally sustainable and socially redeeming.

Project Description: (Deliverables Needed:Copy, design, web development, printed materials, and/or mailing)
For this branding project I will be creating a monthly subscription box company called Femininitea. The Femininitea box not only promotes feminist leaders from the past, but will empower women of today by including items from female-owned and operated businesses, while featuring in each box a sustainably grown and procured looseleaf tea that reinvests in the women involved in its production. The goal is to help the woman growing the tea to receive educations that they otherwise could not have.

Primary Audiences: (Who are they, what do they care about, how will they use this mini-site, Facebook page or brochure, what should be avoided in talking to these audiences)
According to a study by Hitwise, of the 5.7 subscription shoppers in the US, 61% of them are women. Based upon this fact, and in conjunction with other demographics, collected from that same survey the audience for this product is: women, aged 41, who are educated, are considered liberal on their personal politics and have a household income of over 100,000 a year. Femininity will be targeting this demographic as well but more specifically women aged 25-40 who will be more susceptible to social media marketing. These women are liberals so social justice issues, environmental issues, and politics are all subjects that they would find appealing.

Secondary Audiences:
(Who are they, what do they care about, how will they use this mini-site, Facebook page or brochure, what should be avoided in talking to these audiences)
The secondary audience would be people shopping for subscription boxes as gifts. Many of these purchases are made by men, usually as gifts for their girlfriends, wives, and mothers. As such, the visual brand should be clear, easy to navigate and identify for people who would not usually be looking for it. The messaging about the product needs to be clear so that this audience knows exactly what they are signing up for, with no surprises except for what comes in the box.

Tone and Image: (Based on research–Funny and casual, or formal, what do target audiences believe before your nonprofit communicates with them, what tone and imagery will be most effective, specific visual goals)
The tone imaging will be encapsulated by the following adjectives: feminine, empowering, and classic. The image of the brand will be of a hip, socially conscious service, that offers fun surprises. On social media pictures of the office, the women helped by the
The tone of the brand, also following the previous adjectives, should empower the recipients and spur them to share what they’ve learned. The product should inspire women by the example of those who have come before them, it should be a fun surprise for them, and it should encourage them to share what they’ve learned with friends and family.

Messages: Features, Benefits and Value: (USP or UIP based on research: Prioritize the top features and/or facts about the program, service or organization you’re marketing, and its value to target audiences. Outline how it compares to the competition. What’s the one sentence that summarizes its unique value? Other key points?)
The top features are that it is a feminist product that improves the lives of the women who work to create the items that come in the box. Compared to the competition, this box is totally unique for the combination of being environmentally conscious and socially redeeming. The tag-line for this product is “Empowerment through education, feminism, and tea”. It encapsulates the mission of the company and is easy to remember, share, and adapt to various platforms from the side of our boxes to an illustrated piece on Instagram.

Creative Direction:(Your rationale based on research for your creative decisions:Your approach to your communication design problem solution. And why your choices for: format, design style/layout, use of visuals, graphics, color, typography, choice of stock or reproduction media.)
In terms of design of the box, it will be white, while the type is pink, however the typeface will be a strong, ragged, modern sans-serif which will highlight the “strong” adjective. Inside the box there will be a print that matches whatever woman is being featured that month/quarter (if Rosa Luxemburg it will have roses printed if Marie Curie beakers). The highlighted women will be illustrated by an artist so as to avoid any copy right issues. To tie things together, the tea featured in each box will be matched to the woman highlighted by the box, either in flavor or name (again, if Rosa Luxemburg there would be a rose tea, etc.). The items inside the box will all follow the color theme set by the inside of the box to give it a sense of continuity. These items can be anything from a book written by the woman highlighted to a mug with a quote from her on it. The brand name in the selected typeface will act as the logo instead of having the name and a logo.

 

 

 

 

 

 

 

Creative Design Brief
Project Title: Branding and integrated marketing campaigns

Overview:(Project information, goals, measurable objectives)

For this branding project I will be creating the visual identity for a fictional product or service of my own creation. The measurable will be this completed visual branding which will include: typography, color, texture, packaging, logo, etc. In addition, I will create the objects in the box (mug, tea, illustration bio, surprise item), social media (facebook, twitter, instagram), the website, and transit adds (metro).

Project Description: (Deliverables Needed:Copy, design, web development, printed materials, and/or mailing)

For this branding project I will be creating a monthly subscription box company called Femininitea. Femininitea is a subscription box delivering a curaited box of tea, mug, and one surprise item, that all highlight a feminist leader. Subscription boxes have exploded in popularity and many of them are either socially redeeming such as the Fair Trade Friday box or the Cause box or environmentally conscious, like Blue Apron. However, few cross over into being both environmentally sustainable and socially redeeming. The Femininity box not only promotes feminist leaders from the past, but will empower women of today by including items from female-owned and operated businesses, while featuring in each box a sustainably grown and procured looseleaf tea that reinvests in the women involved in its production. The goal is to help the woman growing the tea to receive educations that they otherwise could not have. The frequency with which the box will be available either monthly or quarterly. The monthly option will be $20 and simply feature a tea, the bio on the feminist figure, and one additional item related to her. The quarterly one will be $49.95 and include the previously mentioned tea and bio, in addition to many more surprise objects.

Primary Audiences: (Who are they, what do they care about, how will they use this mini-site, Facebook page or brochure, what should be avoided in talking to these audiences)

According to a study by Hitwise, of the 5.7 subscription shoppers in the US, 61% of them are women. Based upon this fact, and in conjunction with other demographics, collected from that same survey the audience for this product is: women, aged 41, who are educated, are considered liberal on their personal politics and have a household income of over 100,000 a year. Femininity will be targeting this demographic as well but more specifically women aged 25-40 who will be more susceptible to social media marketing. These women are liberals so social justice issues, environmental issues, and politics are all subjects that they would find appealing. By highlighting different women who have worked in these fields it will not only add an element of surprise to each box, but it will tie these varying subjects together in one product. On the flip side, highlighting conservative ideas and values would alienate the base and lead to fewer customers as such, they will be avoided.

Secondary Audiences:
(Who are they, what do they care about, how will they use this mini-site, Facebook page or brochure, what should be avoided in talking to these audiences)

The secondary audience would be people shopping for subscription boxes as gifts. Many of these purchases are made by men, usually as gifts for their girlfriends, wives, and mothers. As such, the visual brand should be clear, easy to navigate and identify for people who would not usually be looking for it. The messaging about the product needs to be clear so that this audience knows exactly what they are signing up for, with no surprises except for what comes in the box.

Tone and Image: (Based on research–Funny and casual, or formal, what do target audiences believe before your nonprofit communicates with them, what tone and imagery will be most effective, specific visual goals)

The tone imaging will be encapsulated by the following adjectives: feminine, empowering, and simple. The image of the brand will be of a hip, socially conscious service, that offers fun surprises. On social media pictures of the office, the women helped by the

The tone of the brand, also following the previous adjectives, should empower the recipients and spur them to share what they’ve learned. The product should inspire women by the example of those who have come before them, it should be a fun surprise for them, and it should encourage them to share what they’ve learned with friends and family. Women should have fun discovering what all is included in her box and feel good about the fact that it helps women globally.

Messages: Features, Benefits and Value: (USP or UIP based on research: Prioritize the top features and/or facts about the program, service or organization you’re marketing, and its value to target audiences. Outline how it compares to the competition. What’s the one sentence that summarizes its unique value? Other key points?)

The top features are that it is a feminist product that improves the lives of the women who work to create the items that come in the box. The flexibility of receiving either a monthly or quarterly box at different price-points makes it a more accessible product. Compared to the competition, this box is totally unique for the combination of being environmentally conscious and socially redeeming. The tag-line for this product is “Empowerment through education, feminism, and tea”. It encapsulates the mission of the company and is easy to remember, share, and adapt to various platforms from the side of our boxes to an illustrated piece on Instagram.

Creative Direction:(Your rationale based on research for your creative decisions:Your approach to your communication design problem solution. And why your choices for: format, design style/layout, use of visuals, graphics, color, typography, choice of stock or reproduction media.)

As stated in the tone and image section, the guiding adjectives are : feminine, empowering, and classic. In terms of design of the box, it will be white, while the type is pink, however the typeface will be a strong, ragged, modern sans-serif which will highlight the “strong” adjective. Inside the box there will be a print that matches whatever woman is being featured that month/quarter (if Rosa Luxemburg it will have roses printed if Marie Curie beakers). The highlighted women will be illustrated by an artist so as to avoid any copy right issues. To tie things together, the tea featured in each box will be matched to the woman highlighted by the box, either in flavor or name (again, if Rosa Luxemburg there would be a rose tea, etc.). The items inside the box will all follow the color theme set by the inside of the box to give it a sense of continuity. These items can be anything from a book written by the woman highlighted to a mug with a quote from her on it. The brand name in the selected typeface will act as the logo instead of having the name and a logo.

Budget and Schedule: (What’s your budget range if you’re outsourcing? When must the message get to the target audience for greatest impact? Due date for finished work?)

The best times to post on Social Media platforms to reach the most amount of people is between the hours of 1-4 p.m. These are the times when the mosts clicks happen and this is when images and promotional material should be shared so that it reaches the largest amount of potential customers. In terms of schedule, this project is due in two weeks so the entire brand must be completed in that time frame.

Process/approvals: (Who is the point person on your organization’s side? What is the review and approval process? Who will sign off on final execution?)

This branding project will be reviewed by classmates and my Professor, who will sign off on the final execution. There will be one to two rounds of review and crit before submitting the final project.

Additional Information: (How many rounds of your organization’s revisions should the writer or designer build into the estimate? Any unique specification or permissions
requirements)

There will be several rounds of review before finally presenting the finished brand to the class. There are no special requirements or permission needed.