Final Outcome

EYES needs a Style or Brand Book, explaining all the uses of the indentity for the brand. However for them it is most useful just to have a pdf style presentation in a digital format and I'm not happy with that being the final outcome for my FMP.

So... I have decided I want to do an extended longer version of a Brand Book which I am going to call "EYES Stratagem" and where all the parts of the project are going to be recollected. In a brand book the changes would not be explained, and I doubt I should go into details of what I changed... I'm a bit stuck... don't want to go into writing a diary of EYES makeover, but I would like to explain my reasoning behind for example the use of certain animation in the web page, or the programation needed to get the notice boards to change, or where those notice boards should go in the web.



I have still to write out the exact chapters to the book but I'm going to have a similar problem with that of the creamfields book, there are various sections to the branding, and for the book to be functional (in an ideal world where the client would use it physically) the different sections should be able to be taken apart.

BRANDING

COMMUNICATION STRATEGY

SAMPLE IMAGES APPLIED TO WEB PAGE

Initial Brand Id's

My initial, very rough trials to not alter the original logo and yet convey some of the values intended to communicate. I got a bit carried away with some of them, but I'm back on track and have the sonar logo as a reference. I will continue from the one which is underlined. Clients have asked not to change logo, but welcome proposals... and "extremely important to consider that any proposed initiative requires minimal workload to implement".


We are looking towards having a customizable brand. The brand has 2 chapters to it; Americas and Europe; and has events which will take part in different times of the year. These are examples of customizable brands. Elements considered would be from basic forms, dynamic patterns to colours.


This is an example of a great communication strategy!! Communicates wonderfully the brands values.

Identity Research

Narrowing down initial research

Yet another event in LDN

http://www.eflondon.org/conference2007/

London Challenge

http://www.londonentrepreneurschallenge.com/

Progress with Briefing

This is part of the upgrade I have received from the client. I have a mediator in the organization at the moment working to set this brief properly, he initially sent me a brief, we discussed it and set more points to it. Many members of EYES will be receiving this brief and further adding or correcting. The next step is for myself to organize my schedule and set deadlines within the time left.

Entrepreneurship Week USA

http://www.entrepreneurshipweekusa.com/home-flash.asp

Definition

I feel it is important to start by writing down a definition of entrepreneurship:

Project Outline

As with any branding project, I have designated 4 main categories, which still have to be further developed.

1. Market Analysis
2. Attribute Generation, meaning both finding and specifying the problem, and causes for the problem, and finding a symbol behind the traits they persue
3. Concept Development
4. Brand Genesis/Development

At the moment I am working on the first and second parts at the same time. Due to the fact that the organization is non-profit and don't work towards a market, the research is open to many types of clubs, organizations and even events pages. Here is a sample of some of the relevant brands I have found up to the date.

Problem

The core problem is that members have a hard time keeping themselves excited about the organization and its initiatives between events. There has to be an increase in their sense of ownership and increase in the value of the ownership.

RE-BRANDING is needed for the whole brand:

- The current brand seems distanced from its target.
- There is a need for an official communication strategy, the current one is considered unsuitable, too formal.
- Web page has to transmit the values required in a member, should inspire, be dynamic and create. Not only act as a content page but also as an interactive platform where responses are gotten from what information is put in.
- The new form of branding will influence the kind of application on all collateral medias (stationery, or props for the events/lectures.

EYES want to continue using the green as their brand colour yet haven't said anything about keeping the concept of sports
in the graphics. The organization is based in Switzerland and my intention is to use this as a starting point.

Briefing

EYES International is an organization for young people with entrepreneurial spirit. These individuals are aged between 20 and 30, want to take business risks and have the ability to lead parts or whole companies. The organizations intention is to form a networking platform where they can share opinions, experience, points of view and support in the learning curve expected to reach their objectives.

Candidates have to be recommended by a member and have to be aproved by all the members before becoming one. They have to have specific values and traits, and are required to speak fluent english (though there are members from all parts of the world (9 different nationalities). This means they don't do any advertising.

All their communication occurs through the EYES web page (www.eyes-online.org). Every year they meet up for talks and lectures, but for the rest of the time their organization is run through the web intranet. This web intranet consists of forums, galleries, exchange of files and documents, and announcements.

They need a makeover, and this is where I come in!!