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1. OUR HISTORY

Re-Inventing Ourselves 12 Palm’s Milestones 14 Our Mission 16 What do we Bring to the Table?

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Keywords 18

2. THE BRAND VIZUALISATION

Our Past Look 22

3. PERSONA STUDY

The Audience 28

Our Future Look

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The Outlier 35

4. COMPETITORS

Current Competitors 38 Adjacent Competitors 40 Aspirational Competitors

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Brand Attributes 44 THE NATURE OF IDENTITY

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“It is the ability to make predictions about the future that is the crux of intelligence.” —Jeff Hawkins, CEO of Palm Inc.

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OUR HISTORY 10

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Back before our phones did everything for us, we had bulky computers that took up space on our desk and our briefcases. Palm was the first popular handheld computer that bridged the gap between the electronic organizers and PCs. It was started in 1992 by Jeff Hawkins, and acquired by U.S. Robotics for $44 million in 1994. The revolutionary PalmPilot came out in 1996 which changed the way people interacted with information. The PalmPilot boasted a capacity to store 500 addresses and 600 contacts and was sold at half the price of Apple’s Newton. It took four months for Palm to catch on but pretty soon, they were all over Hollywood. Palm established the market for a computing device that was more than a cell phone but not a laptop. Palm was acquired by HP in 2010 and is currently owned by TCL Communication. They are most famously known as the creators of Personal Digital Assistants (PDAs) such as the PalmPilot and Palm V. THE NATURE OF IDENTITY

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RE-INVENTING OURSELVES Palm’s initial designs have shaped the way smartphones look today. We have a sturdy reputation and knowledge about developing the productivity space since our inception which will prove to be useful for the new generation of Palm devices and services that are yet to come. We are now aiming to provide services in the healthcare, community, security and education sector instead of only catering to businessmen and professionals like we did in the past.

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PALM’S MILESTONES

Jeff Hawkins launches Palm Computing which helps create the Casio Zoomer, a rival to Apple Newton.

Hawkins left and found Handspring, licensing Palm’s software for its own PDA known as the Visor.

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1996 Palm becomes a part of US Robotics and releases its own PDA, the Pilot. Small, easy to use and more affordable than the Newton.

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Palm rebrands as PalmOne and opens a software company called PalmSource to sell operating system to third party manufacturers.

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2004

1999 The slim Palm V is released and boasts a sealed in battery. It is the most beautiful handheld device and people go wild.

Treo 650 becomes the hottest cellphone in the market that year.

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Palm releases a Treo that runs Windows Mobile.

Cooligan, the last remaining founder of Palm quits. Palm reveals the smartphone Pre based on WebOS.

TCL acquires the Palm brand from HP. It plans to make new phones with a Bay Area startup later.

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Foleo, a laptop like shell is introduced that lets you view your Treo on a big screen and a keyboard. Just before its release, Foleo is killed and Palm decides to focus on its OS instead.

HP buys Palm for $1.2 billion. Palm accounts for five percent of smartphone sales in the United States.

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OUR MISSION We have transformed the way people consume and interact with information.

BRAND SOUL Power of revolutionary technology in the palm of your hand.

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Palm has provided solutions to make people’s lives easier over the years. After developing products for the PDA and smartphone arena, Palm is venturing deeper into the productivity space, by enabling people to gain more control over their work and personal lives. Palm’s ever evolving technology will combine the power of our 25+ years of experience and design that will work for our consumers’ daily needs. We are working hard to bring the power of information to the healthcare, community, education and security sector that will seamlessly work for professionals and families.

WHAT DO WE BRING TO THE TABLE?

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KEYWORDS Our vision and mission is best expressed through these keywords.

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PORTABLE Palm was the first company that revolutionized hand-held devices for consumers by offering the technology that allows people to set up meetings, write notes, etc. all in a single device on-the go.

PRODUCTIVITY The devices and OS aim at solving day to day computing problems such as planning meetings, adding entries to the calendar, etc. for consumers instantly.

CONNECT The ultimate purpose of the brand is to shorten the communication gap between people and streamlining their tasks to maximize efficiency.

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CH 2

THE BRAND VIZUALISATION 20

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Purvaja Patel | 03771852

PALM Palm, Inc.

Palm’s mission was to make work easier for people by making devices to log meetings and writing notes. It was an instant favorite amongst office working professionals and Palm soon took wind to develop more devices in the business and professional space. In the future, Palm is a company that focuses on elevating the lives of a variety of people by providing services in healthcare, education, security and the community sector. It is a holistic brand that aims to serve a broader age range and cover a spectrum of occupations that have evolved over time. Let’s take a look at where we started and where we plan to go next. THE NATURE OF IDENTITY

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OUR PAST LOOK

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Palm’s mission was to make work easier for people by increasing efficiency and productivity in the workplace by offering its services.

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OUR FUTURE LOOK

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Palm in the future focuses on making people’s lives easier by providing services in the health, security and business sector. Palm creates solutions for people of all ages so everyone can live a healthy, secured, and balanced life.

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PERSONA STUDY 26

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Constructing personas helps in identifying the audience that our brand will serve. This helps us in removing the kind of people who fall outside the brand’s ideals and would be a complete misfit for the brand’s services. But mainly, this brand is targeted at people who want to make their lives easier by using tools that enhance their day to day life. The brand hopes to serve people who want to stay connected to their loved ones, people who want to protect their information, and those who want to make them be the best versions of themselves in the professional world. The audience is marked in blue. The outliers would constitute of people who do not see eye to eye when it comes to our brand’s mission and service. The outlier is marked in red. THE NATURE OF IDENTITY

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THE AUDIENCE

The Dedicated Banker

AISHA ABBAS Age: 35 years old Interests: Read, Playing with son Location: Istanbul, Turkey Occupation: Banker

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1.

Aisha is a banker and mother of a 2 year old son. She has been taking care of her son by herself because she’s a single mom.

2.

Aisha’s mother tries helping her out from time to time because she has to work late nights at the office.

3.

Aisha and her son have a tradition of having dinner together everyday because they’re the only ones living in the house. When she can’t make it, she video calls her son from the office while she does her work and her son eats his food with his grandmother.

4.

Sometimes when Aisha’s mother can’t make it to babysitting for her son, she has to hire someone to take care of him which she doesnt like because she worries about his safety.

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Because there’s no one else in the house and her son is small, she doesn’t feel comfortable leaving her son with a stranger.

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Over the weekend, they go to the park with their dog because her son enjoys on the slides.

7.

Aisha wishes there was an efficient method of conducting business from home or a way to ensure her baby’s safety when she’s not with him.

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THE AUDIENCE

The Busy Bee

SHABEENA KHAN

1.

Shabeena wakes up at 5:30 am to get ready because she has go to her clinic at 8 am.

2.

Her schedule is packed till 7 pm after which she goes home and makes herself dinner because she lives alone.

3.

Every Sunday, she meal preps for the entire week because she doesnt get time on weekdays.

4.

She also relies on assistants who help in planning her appointments and doctors who work under her because she cant handle everything on her own.

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Being so busy restricts Shabeena from learning new tools or engaging with new gadgets which is why she needs assistants and help when it comes to new technology.

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She has to spend a lot of money on hiring staff and outsourcing some of her account work because she finds the programs too difficult to learn.

7.

She wants to cut costs and try to learn a better way of handling her finances and clinic work without it being too overbearing because she wants to have a life outside work as well.

Age: 30 years old Interests: Badminton, Board Games, History Location: Mumbai, India Occupation: Orthodontist

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The Social Butterfly

SARAH PARKER

1.

Sarah enjoys creating content and starts her day by reading books and looking at websites that help her with the job because she likes to draw inspiration from them.

2.

Apart from work, she spends her weekends with her friends mostly eating out or travelling because she loves those activities.

3.

Because she loves to stay updated with the latest social media trends, she follows a lot of celebrities and designers online.

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She clocks about 9 hours of time on the phone every week because that is her primary source to get information.

5.

Because her work schedule is pretty flexible, sometimes she works from home since the commute is too long.

6.

She relies on the laptop to schedule meetings online and conduct office work because she likes to relax at home and work in a comfortable environment.

7.

Her works suffers sometimes because he’s often distracted by her phone and friends and isn't as productive as she wants to be when she’s home.

Age: 27 years old Interests: Eat, Travel, Socialize Location: Portland, Oregon Occupation: Marketing Manager

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THE AUDIENCE

The Technophile 1.

Eduardo works part-time at a robotics and cyber security firm. He got the internship because of his love for robots and also to fund his college education.

2.

Developing solutions that help people in the disability sector is what drives Eduardo’s passion which is why he started this job.

3.

Apart from learning about robotics, he has been trying his hand at artificial intelligence and integrating it in his day to day software applications because he wants to make them more secure and reliable.

4.

Eduardo is very particular about the devices he uses, trying to ensure maximum security and protection for all his data. He has a hard time figuring all this out because a lot of software companies misuse his information.

5.

He wants to start a service which deals with building security systems and protocols that help the public because he has seen how big companies use people’s private data since they're unaware of how things work.

6.

Because his father doesn't earn enough to support him and his 3 brothers, Eduardo is responsible for putting food on the table.

7.

He saves up money instead of buying expensive pieces of tech because that way he can support his brothers’ education.

EDUARDO DIAZ Age: 19 years old Interests: Robots, Lego Location: Austin, Texas Occupation: Computer Engineer

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The Artist

NAOMI JONES Age: 29 years old Interests: Draw, Music Location: New York City, New York Occupation: Artist

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1.

Naomi stays in Brooklyn because she loves the culture around the area and likes going to areas like Williamsburg over the weekend to grab some pizza with her friends.

2.

She works as a freelancer and does wall murals throughout the city because that is her favorite style.

3.

She likes to keep a digital visual gallery of all the places that have her art because she takes down the artwork or paints over it after some months.

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She shares this work too because it has landed her a lot of gigs and commissions over time so she enjoys doing it.

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She likes sharing her work at monthly illustration meetups and teaches students at the local art school because she believes in giving back to the community.

6.

Because she doesn’t know her way around professional cameras or her website, she hires people who photograph and edit the pictures for her website which ends up costing her a lot.

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She loves to teach but its a very costly investment because she has to get most of the equipment, which is not cheap.

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THE AUDIENCE

The Avid Photographer

TRAN NGUYEN Age: 51 years old Interests: Photography, Sailing Location: Hanoi, Vietnam Occupation: Chemical Engineer

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Tran works at a Vietnamese oil refinery. He oversees the production, planning, research and development because he studied engineering in school.

2.

Tran has been doing the same job for the past 35 years because he likes his work and doesn’t have any opportunities elsewhere.

3.

The demands of his job are changing day by day with the entry of new machines and new technology that Tran is unaware of.

4.

He has to take training under professionals to understand the new machines at the oil refinery. He still chooses to stay there because he has no other option since that is all he has ever known in his life because learning a new career skill at this age is very difficult for him.

5.

Apart from his work, Tran finds the time to go sailing in his boat and capture pictures with his camera because loves spending time with nature and does an exhibition of his photographs every year.

6.

People love his photography but Tran doesn’t know how to use his photography skills to generate money and make a business out of it because he isn’t well versed with today’s technology.

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Tran is willing to learn new skills because he wants to make some money on the side and soon leave his full time job.

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The Hopeful Child

NATHAN WILLIAMS Age: 6 years old Interests: Music, Playing Location: Los Angeles, California Occupation: N/A

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Nathan is child who was detected with autism. So he doesn’t like social interactions and is generally shy.

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His school has started but being in a different environment suddenly has made him very agitated and nervous. He misses school sometimes because he has a nervous breakdown.

3.

His parents are worried that because he misses out on important classes, he might have to repeat if keeps up with the same habit.

4.

His parents wish there was a way to go to school where he wouldn’t have to leave his safe space and be gradually transitioned into a public surrounding because he would adjust with that method.

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He expresses interest in learning music and gardening with his mother because he feels safe with her and its one of the things they love to do together.

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He shows interest in going to places where his mother goes because he wants a familiar figure with him always.

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Because his teacher wants to help him in any way she can, she tries to come by and meet him so he can bond with her.

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THE OUTLIER

The Rigid Mechanic

ALAN GOLDEN Age: 70 years old Interests: Playing Cards, TV Location: Manchester, England Occupation: Mechanic

THE NATURE OF IDENTITY

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Alan has his own auto shop in Manchester because he was born there.

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Both him and his son reach the shop at 7 am and work through 6 pm in the evening because they are quite well-known.

3.

Because Alan is old now and cannot take a lot of load, his son does most of the work while he keeps a tab on the shop’s sales.

4.

It is difficult for him to learn new software because he’s too old to see clearly or operate new computing equipment. He relies on a paper and pen approach which then his son has to feed into the computer later at home.

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They cannot hire extra help because money is tight and Alan doesn’t have anything else to do other than sit at the register.

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His son has tried teaching Alan some software but he makes more mistakes which only wastes time and makes him angry.

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Alan is rigid and doesn't want to invest in a worker or make an effort to learn anything. He thinks computers are unnecessary for their business because he has an old school mentality of doing the things the way he did when he opened up his shop.

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THE COMPETITORS 36

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Doing a competitive research helps the brand by pointing out what the other companies are doing right that our brand isn’t. It helps us in finding out new ways of attracting more customers and offering better services. Looking at current, adjacent and aspirational competitors helps us in figuring out the exact way we want to position ourselves in the market to achieve maximum success. THE NATURE OF IDENTITY

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Palm has manufactured PDAs, mobile phones and technology that puts them in the same space of companies like Samsung, Apple, Microsoft,etc. Even though Palm had a stronger foothold in the 90s, the present situation is a complete 180° of what it was before.

Nokia: A telecommunications company from Finland, best known for selling its 250+ million units of the Nokia 1100 mobile phone.

Motorola: An American consumer electronics company known for making good quality budget phones.

Xiaomi: Chinese electronics company with headquarters in Beijing and founded by Lei Jun in 2010.

BlackBerry: A software and hardware company famously known for its phones targeted at businessmen and women.

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Apple: An American hardware and software company best known for making the first computer with a GUI, Macintosh.

LG: A Korean brand popularly known for its televisions, home theater systems, refrigerators, washing machines and THE VISUALelectronics. STRATEGY GUIDE consumer


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Microsoft: An American company known best for making the Windows operating system, and the MS Office Suite.

Huawei: A Chinese company that builds telecommunication networks and manufactures devices for the communication market, based in Shenzen.

One Plus: Chinese smartphone manufacturer, serving in the consumer electronics sector since 2015.

Lenovo: Manufacturers of PCs, smartphones, and IT software with headquarters in Beijing. THE NATURE OF IDENTITY

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The companies mentioned below have a strong presence in the electronics arena, with products like gaming consoles, cameras, TVs, printers, etc. Unlike Palm, these companies focus their talent in multiple areas like computing, healthcare, printing, etc. Hence, the variety of products and services attract a lot of consumers to them.

Nikon: World leader in professional imaging equipment like DSLRs, telescopes, microscopes and healthcare.

Philips: Also known as the world’s largest distributor of light bulbs, this company also make diagnostic imaging and health informatics equipment.

Logitech: One of the world’s largest hardware companies, responsible for making computer equipment like mice, keyboards, etc.

Hewlett-Packard: Product manufactures of mobile computing devices, tablets, 40 desktops, printers and scanners.

Razer: Manufacturer of gaming laptops, keyboards, audio devices and mice.

Sony: Services include music, electronics, entertainment and financial holdings. THE VISUAL STRATEGY GUIDE


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Nintendo: A Japanese company best known for making video games like Mario, Pokemon, etc.

Epson: Known for some of the best inkjet printers, micro devices like semiconductors and smart glasses. OF IDENTITY THE NATURE

Canon: Known as one of the best companies for manufacturing printers, scanners, binoculars, and professional cameras.

Bose: Best known for its audio systems, speakers and their noise cancelling technology.

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Palm’s vision for the future is to help people prioritize the well being for themselves and their families by providing solutions in the healthcare, security, education and the community space. These competing companies have invented products that fit in the same space where Palm sits after the redesign, which make them the perfect aspirational competitors for our company.

August: August makes automated door locks which puts you in control of your front door from your phone.

Notion: All-in-one workspace where people can collaborate and plan projects and take notes seamlessly.

General Electric: Involved in power generation, medical imaging and industrial products.

Cisco: Manufactures and sells networking hardware, IT services and manufactures security devices.

Siemens: A company focusing on energy-efficient technology, healthcare, automation and digitalization.

Ring: A security company owned by Amazon, specializing in outdoor motion detecting cameras and home security.

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Garmin: American multinational technology company founded in 1989 by Gary Burrell and Min Kao in the United States.

Mitsubishi Electric: Manufacturers of electric and architectural equipment, automation, electronic products THEphotovoltaic NATURE OFpanels. IDENTITY and

Slack: Online collaborations and productivity platform for teams to talk and take action and make communication much easier.

Asana: Software that is targeted to improve team collaboration and manage projects under one roof.

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GR 604 3 MODULE

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01GR02 04 of Identity 60403 | Nature

BRAND ATTRIBUTES Pointing out our competitors’ brand attributes helps us in understanding what values we want our brand to emulate and be known for. Many of these brands have some negative traits but they also have a couple of positive attributes which make them so successful and popular to the consumers.

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POSITIVE

NEGATIVE

NEUTRAL

Affordable Secure Streamline Innovate Helpful Ambitious Transparent

Misuse Old Unethical Low-quality E-waste

Conventional Timeless Accessible Quality Trustworthy

Timeless

Accessible

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Transparent

Trustworthy

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NEXT STEPS 46

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After establishing our new look, our vision, and identifying our competitors, we will continue our journey onto the Palm Visual Development Guide. This next phase will cover Palm’s new identity and the steps that lead up to it. THE NATURE OF IDENTITY

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Unsplash https://www.company-histories.com/Palm-Inc-Company-History.html https://medium.com/@AlbertoSavoia/the-palm-pilot-story1a3424d2ffe4 https://www.palm.com/palm-crew https://www.engadget.com/2012/04/01/usrobotics-palmpilot-personal-review/ https://www.theverge.com/2018/10/15/17974850/new-palm-smartphone-android-lifemode-time-well-spent-verizon https://techcrunch.com/2018/11/02/palm-phone-review-an-ideawhose-time-may-never-come/ https://medium.com/the-almanac/in-praise-of-single-function-technology-95de015ff718 https://www.fastcompany.com/90246716/palms-progress-the-risefall-and-rebirth-of-a-legendary-brand https://www.theverge.com/2012/6/5/3062611/palm-webos-hp-insidestory-pre-postmortem https://www.reddit.com/r/productivity/comments/anr376/using_a_ pdapalm_pilot_in_2019/ https://the-gadgeteer.com/2019/02/06/gadgeteer-time-machineremembering-the-palmpilot-and-its-spinoffs/ https://www.wired.com/1999/10/the-philosophy-of-the-handheld/ https://www.oreilly.com/library/view/palmpilot-the-ultimate/1565926005/pr02s03.html https://www.pcworld.com/article/195199/article.html

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All rights reserved. No part of this publication may be reproduced, distributed or transmitted in any forms or means without the prior permission of the author. This is a student project meant for educational purposes only and does not represent the Palm brand. 50

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Profile for accesstoinfo

GR 604: Palm Rebrand - Book 01: The Visual Strategy Guide (Student Project)  

This is a student project. This book is not intended to represent the parent brand in any way.

GR 604: Palm Rebrand - Book 01: The Visual Strategy Guide (Student Project)  

This is a student project. This book is not intended to represent the parent brand in any way.

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