Brand identity report

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cathadventure report Final report of Broadening Horizons programme

Project team: Maja Bryniarska | graphic designer Fakayode Destiny | team leader, PR, social media Ashish Gurnani Kishore | website designer

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Table of content

cathadventure believes that adventure in remote and extreme wilderness environments with other women, has powerful, transformative effect.

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Front Page

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Context Page

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Executive Summary

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Background and Context

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Analysis of Problems Faced

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Methodology: Visual Identity Questionnaire

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Recommendations

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Conclusion

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Appendices

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Contact info

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adventure

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Executive summary This report provides an analysis of the problems which Cathadventure LLP faced and our efforts as a team to help resolve these problems.

Analysis of Problems The main aim of our project was to create a marketing strategy for Cathadventure and also to expand their presence on social media, work on their branding and also expand their press coverage presence.

Cathadventure LLP struggled with the following parts of their business: • Branding: Cathadventure doesn’t have a main logo which their target audience can identify them with. Their promotional material is also very inconsistent and not uniformed.

• Website: Their website is very hard to navigate with a lot of text on many of the pages which is hard to read.

• Social Media: Their social media presence is not too great as they do not post often and there is also not many interactions with their target audience.

• Wider Audience Press Coverage: Cathadventure wants to become more well known not just to their target audience but also a wider audience (Mainstream newspapers and magazines) Recommendations To help Cathadventure to solve their problems as a group we have created: • New branding materials which include: A new logo, colour scheme, fonts and also promotional material • A new minimalistic website • An Instagram posting schedule • A document which has contacts for Press Release

Background and context Cathadventure LLP is travel company which provides transformational adventures for only females. The main purpose of Cathadventure is to help women escape from their busy lives, step out of their comfort zone and help them to rediscover themselves in remote wilderness environments whilst building strong sisterhood bonds with other females. The exhibitions which Cathadventure offers are: The Matriarch Adventure, The Mother and Daughter Adventure and finally the BlueMoon Adventure.

The target audience for Cathadventure are: mothers, females aged between 35-70, mothers and their daughter (above the age of 11) and finally career women who need an escape.

Problems Cathadventure were facing: Cathadventure needed our help as they were struggling with their social media marketing, branding, website and having press coverage to a wider audiences.

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Analysis of the Problem: Branding

branding website social media

Branding: Cathadventure has struggled with maintaining a consistent coherent brand.

At the moment they do not have one main logo, but instead have three logos: One for The Matriarch Adventure and one for the Blue Moon Adventure and a final logo for The Matriarch Adventure T-shirt. The logos which they currently have do not fully represent the image which Cathadventure is trying to display.

analysis Figure 1: The Matriarch Adventure Logo

Figure 2: The Blue Moon Adventure Logo

Figure 3: The Matriarch Adventure T-shirt

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Moreover, their business card, website, and social media website shows that there is a lack of coherent visual identity over all of their platforms as they hey do not have a clear colour scheme and different fonts are used across all platforms.

Figure 4: Cathadventure Business Card

Figure 5: Cathadventure Website https://www.cathadventure.com/

Figure 6: Cathadventure Social Media

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Secondary Research: Branding

Analysis of the website:

Our team also researched into the branding of different travel companies.

Their branding and logos are normally minimalistic and easy to remember.

They are very focused and describe the company mission. The logs are normally 2 dimensional (without any 3D visual effects) and they do not have many colours. They consist of a symbol and company name and also display a womanish and feminine character.

Currently, Cathadventure has a basic website for their clients which includes information about the adventures which they offer, how to book the adventures and also some additional information about Catherine Edsell the founder. However, we have have found some problems: 1.On each of the adventures sections, Cathadventure has very long distractions of the adventures which includes a lot of text and not enough pictures.

2.On the website in general, they use very long sentences with the font being hard to read.

3.Moreover, they have too many sections on the navigation panel, most of these sections are related to one another and having too many sections make the website very complicated and hard to navigate.

4.The website also has many pictures which are not high quality.

Analysis Of Social Media When analysing Cathadventure’s social media, we focused on Facebook and Instagram.

Instagram: Cathadventure has an Instagram account which currently doesn’t have a great presence as they posts are infrequent and they have a small following (317) Also, sometimes, they use hash tags which are not very popular, therefore decreasing the engagement of their target audience.

Facebook: Currently Cathadventure has two separate Facebook accounts for their main adventures: The Blue Moon Adventure and also for The Matriarch Adventure. With these accounts, there is also infrequent posts and engagements with the public. Moreover, having these two separate accounts confuses the consumer as they may mistaken the two adventures as being from two separate companies instead of one main companies.

Wider Audiences Press Coverage Cathadventure has had great success promoting their adventures through word of mouth and also being featured in many interviews with local magazines and podcast for her target audience.

However the aspect of marketing which Cathadventure has really struggled with is getting Cathadventure known mainstream. Cathadventure hasn’t has many features in any mainstream newspapers or magazines which are for all audiences and they really want to expand their presence so they can reach a wider audience.

Figure 7: Examples of Travel Companies Logos

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Methodology: Visual Identity Questionnaire To find out more about the Cathadventure Brand and also to help us form the logo and the promotional materials we created a Visual Identity Questionnaire which we got Catherine to fill out. Here are the results.

VISUAL IDENTITY DESIGN QUESTIONNAIRE Cathadventure company The questionnaire consists of 23 questions that will help choose the right design approach to your company visual identity. Please give an answer under each point. I already filled up questions 1-3 according to the project briefing. Feel free to change it, or add something to it.

Brand Attributes The following questions will dive into the essence and identity of your brand.

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Company mission statement: This is a sentence or two that explains your company’s goals. It should also weave in some information about what your organisation is and why it exists.

Cathadventure mission is to encourage women to step out of their comfort zone and push mental and physical boundaries facilitating a transformational shift in their current thinking or belief around their situations.

3. Benefit of your service. Think about how do you help your target audience.

Cathadventure believes that adventure in remote and extreme wilderness environments with other women, has a powerful, transformative effect, quickly stripping away the non essential trappings of modern life in all its guises, (be the physical, social, or otherwise), replacing them with integrity, clarity and sisterhood. This new paradigm allows women to re-discover what it is to be a confident, self-reliant women, and to return to their everyday life, supported and empowered. The women themselves describe the expedition as ‘life changing’ 4. Five words that represent your brand: Think about your brand’s personality. How would you describe it?

Transformational, life-changing, unique, grounding, once in a lifetime 5. Three messages your brand needs to communicate: Why does your brand matter? These messages should be relevant to your target audience.

Women do not take time for themselves as they are always thinking about others.

Being with other women in an extreme environment is so levelling and healing.

6. Value proposition: How do you solve your customers’ problems? This should summarise why someone should invest in your services. Why is it better than your competition?

2. Who is your target audience? Age? Gender? Interests? Income? Marital status? Education level? How can you describe them? What kind of clients for your expeditions are you looking to?

I speak to people directly, I listen, and I help allay their fears and encourage them to take action.

Women aged 35-70 Career women who have reached a plateau Mothers of young children Mothers whose children have left home (empty nest syndrome) Women at any transitional stage of life Mothers with teenage daughters Interested in nature, ecology, wildlife and conservation Must have some disposable income but not necessarily wealthy Education is not strictly important, but the demographic seems to include degree level education with practical skills Up for a challenge, good sense of humour, willing to take risks, respectful of others,

7. How does your brand’s image fall between these opposing characteristics?

Delete unnecessary • Feminine • Simple • Colourful • Extravagant • Approachable • Necessity • Fun • Professional • Classic • Sporty • Extreme

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8. What colours represent your brand? sand, orange, khaki, dark green, brown, red, gold, blue, turquoise, yellow, black, silver, grey, white.

9. What colours would you not like to see? purple, floureccent colours, pink, 10. What style of font do you feel best represents your brand?

Here you can put names of fonts you mentioned during our meeting.

CINZEL (Wix) or PERPETUA TITLING MT (word) for headings and capitals, I always write in arial narrow when I’m writing letters or documents on the website i use linotype didot for the text similar in word is Didot in italic 11. What words would you use to describe your brand’s image? powerful, wise, connection, matriarchy, awareness, compassion, strength, adventurous 12. What words would you not want used to describe your brand’s image? ego, dominant, selfish, conquering, 13. What attributes and emotions do you want associated with your brand?

Support, care, love, spirituality, friendship, camaraderie, adventure, unknown, mystery,

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16. What corporate stationary would you like to use? Business card, letterhead, envelope, brochure, catalogue? business card, leaflet, letterhead Abstract Values To answer the following questions, use your imagination to think of your brand in unique situations.

17. How would you describe your brand to a friend?

It’s about women, it’s about them coming together and leaving everything known behind, it’s about them having fun and challenging themselves and each other, it’s about wilderness, and open spaces, and elephants, and the desert the ocean and the jungle 18. How would you describe its style? contemporary, simple, clear, 19. What other brands would be its friends? dove, north face, chanel, columbia sportswear, 20. Where would your brand hang out? in the shade, under a tree 21. What actor/actress would be perfect to play your brand? Why? Rachel Weisz - gutsy, intelligent, up for an adventure, human, strong, emotional, interesting, honest,

14. What attributes and/or emotions would you not want associated with your brand?

22. What kind of car would your brand be?

fear, hate , bitchiness, selfishness

Landcruiser truck

15. What promotional gadgets would you like to use?

23. What animal would represent your brand?

T-shirts, water bottles, pens

elephant

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Recommendations

branding logo colour palette fonts corporate materials

Based on our meetings with Catherine and our research we have developed the following to help solve the problems which Cathadventure has been facing: • • • •

A A A A

Website Facebook and Instagram Branding Strategy in the form a Proposal Data base of editors for newspapers, radios and podcasts

Branding: Logo Based on the visual identity questionnaire (See Appendices 1), we developed various different logos for Cathadventure. See Appendices 2 to see the development of the logos.

After many consolations with Catherine, and based on the feedback we received from her and the visual identity questionnaire, we worked together with Catherine to make the following logo. This logo really represents the Cathadventure as it shows the connection which their women form with nature when on the adventures. We have chosen to use the footprint of a Desert Elephant to display the nature aspect of Cathadventure and also because The Matriarch Adventure is Cathdventure’s main expedition.

recommend Figure 8: Final CathAdventure Logo

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Branding: Colour Scheme and Font Scheme

boven 1 regulAR

We have developed a colour scheme which we recommend for Cathadventure to use on all of their platforms especially their website. To create this we used the responses from the visual identity questionnaire and also analysed the colours which were in the photos their latest adventure (see appendix) These colours represent the nature aspect of Cathadventure shades of green, blue, brown). We have also chosen colours which are feminine (shades of red, orange, yellow; pastel tones) to appeal to their audience.

We have also developed a list of all of the fonts which we have used for the logo and the promotional materials. This is to make sure that all of the branding material which Cathadventure uses are consistent with each other having the same font sizes with the same colour scheme.

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()_+

R=161 G=36 B=45

Jaceline Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuwxyz 1234567890!@#$%^&*()_+

PANTONE1807 CP Kanit ExtraLight

R=230 G=159 B=94

PANTONE 27-13 C

R=244 G=211 B=164

PANTONE P 17-10 C

R=185 G=188 B=138

PANTONE 5787 C

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuwxyz 1234567890!@#$%^&*()_+ Kanit Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuwxyz 1234567890!@#$%^&*()_+ Kanit ExtraLight Italic

R=0 G=72 B=153

Figure 9: Cathadventure Colour Pallet

PANTONE 286 C

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuwxyz 1234567890!@#$%^&*()_+

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Promotional Materials All of the current promotional material are all in different styles so we have developed some to have a consistent style for them by placing the logo on all of them. We have created leaflets, letterheads, business cards and t-shirt designs which Cathadventure could use to promote their next adventures.

Figure 13: Cathadventure The Matriarch Adventure Flyer (Font)

Figure 10: Cathadventure Business Card (Front)

Figure 12: Cathadventure Business Card (Back design 2)

Figure 11: Cathadventure Business Card (Back 1)

Figure 14: Cathadventure The Matriarch Adventure Flyer (Back)

Figure 16: Cathadventure T-Shirt Design 1

Figure 15: Cathadventure Letter Head Design

Figure 17: Cathadventure T-Shirt Design 2

Figure 18: Cathadventure T-Shirt Design 3

Figure 20: Cathadventure T-Shirt Design 5

Figure 21: Cathadventure T-Shirt Design 6

Figure 19: Cathadventure T-Shirt Design 4

Figure 22: Cathadventure T-Shirt Design 7

Figure 23 Cathadventure T-Shirt Design 8

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Branding Proposal: To help Cathadventure with their branding for the future we have put together a branding proposal and branding manual. See Appendices 5 for the branding manual.

To help Cathadventure with their branding for the future we have put together a branding proposal.

Visual brand identity defined how audience perceives the company. It should tell a consistent, coherent story without saying a word. Consistency lies in applying the same filter, the same size, the same font type across visual platforms. It creates cohesion, so that if a customer follows Cathadventure on Facebook instead of Instagram, they still get the same story.

For coherent branding we should consequently use one logo over web platforms, promotional materials, corporate stationary etc. Visual identity should be frugal in colours, and express womanish, feminine character of travel company.

Brand should be express through images instead of text, that are more catchy and approachable to familiarise audience with the content. I advised to use high quality photos that keep Cathadventure more professional.

Visual brand identity expresses values like: sisterhood, powerful, strength, adventure, fun, support, spirituality, mystery, transformation, confidence, self-reliant women, nature, ecology, and wildlife. It can be humorous, easy and friendly but professional.

Recommendations Website:

Figure 24: Catahdventure Homepage

Figure 25: Cathadventure Ted Talk

We have been working on a new website to help Cathadventure to solve the problems which they previously were experiencing. Our main aim for Cathadventure is to have a website which represents the brand of Cathadventure and one which is minimalistic for a more better user experience.

Home Page: Our main aim for the home page is to be very simple yet effective. We have included a slide show of different pictures from the Matriach adventure to give customers an insight into Cathadventure. We also have a brief introduction of what Cathadventure is and the video of the TedXTalk embedded into the website so the customers can view it without going into a different page.

Figure 26: Cathadventure Blog Section

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Blog Section: In this section we suggest Catherine can use this to post more about her experiences as an explorer and share her experiences. This blog section would be great for user engagement as the readers have the option to share on their social media and also comment. This layout looks so much more professional.

Testimonies To engage with their target audiences, we suggest that Cathadventure have a section where they have the testimonial videos. The testimonials in text will also be very short with a picture next to the quote of the explorer.

We also added video testimonials, editing and uploading this videos in a Cathadventure Youtube channel.

Adventures:

Figure 28: Cathadventure Testimonies Youtube

Previously, the information about the adventures were on separate pages of the website, but our new design makes sure that it is all in one page.

We have put the name of the adventure with a picture and also a brief summary of the adventure. In each adventure we add set pictures related to the adventure and a separate page for the itinerary.

Figure 27: Cathadventure Testimonies

Figure 29: Cathadventure Testimonies Youtube

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Recommendations: Social Media Instagram: Posting and Hash tags This platform will be used as an online photo book of Cathadventure. To increase the number of followers on Cathadventure and also the number of likes on pictures, we recommend that Cathadventure post regularly, at least twice a week and include the location which the picture was taken. Having regular posts is a great way to engage with their customer. These pictures should be the professional pictures which were taken on their latest adventure. We have also put together a group of hash tags which Cathadventure can use and we recommend they use 10-20 in each post as this number is not too much or too little. We also recommend for Cathadventure to post theses hash tags as a comment on the picture instead of in the post so it wouldn’t come across as spamming. As these hash tags are very popular will be excellent in increasing the outreach of Cathadventure posts as they will be appearing on the Instagram feed of potential customers who are following them.

We have created an Instagram posting plan for Cathadventure for the next 3 weeks. This has the pictures which Cathadventure could post on their Instagram page with the date and also the relevant Hash tags for Cathadventure to use (See Appendices 3 to view the Instagram Schedule)

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Facebook: As there are to many complications with merging the two Facebook accounts together, we suggest that Cathadventure focuses mainly on turning The Matriarch Adventure Facebook Account into the main Cathadventure Facebook page. Cathadventure can do this by changing the name of the page to Cathadventure and featuring the new logo.

We also suggest that Cathadventure posts twice a week also on their Facebook account and also leaving a link in the post to the website and the ted talk. To also engage more with their audience, Cathadventure could share posts from other Facebook pages which are related to Cathadventure to gain a greater following.

Recommendations Wider Audiences Press Release: We have put together a data base of Newspapers, magazines podcast and radios for Cathadventure to contact so they can reach a wider audience. See Appendices 4 In this data base, we have included details such as the name of the editor, phone number and email. This is so Cathadventure get in touch with the editors to be featured in them as an interview or advert, increasing their visibility. In addition, we have also emailed some of these editors using the Press Release which Catherine provided. We have spoken to Catherine and have agreed for next action is for Cathadventure to contact these editors again to follow up and to secure an interview with. Please see Appendices 4 to view the document of all the Press release Contacts.

Instagram Stories: Moreover we also recommend Cathadventure to post regular Instagram Stories in which they document the exciting day to day adventures which Catherine engages with, such as any speaking engagements and a mini video showing the latest article which Cathadventure has been featured.

These Instagram Stories could also show snap shots of Catherine balancing being a full time mum and leading Cathadventure. Instagram Stories increase engagement as they will be seen by Cathadventure followers who may have not seen their posts.

Youtube We also advice that Cathadventure create their own YouTube account where they can post video testimonials and also other videos which they have taken in their adventures. This can be used as another platform to promote and increase the awareness of Cathadventure to some of their consumers who may not be on the other social media platforms.

Conclusion In conclusion, we really hope that we created a great branding and marketing medians for Cathadventure to help them move forward. We have made sure that our logo and website mirror each other and are consistent so Cathadventure gets the right message across to their target audience. Our social media plan for Cathadventure should help to increase their following and we also hope that the press release contacts for Cathadventure would be helpful in allowing the to reach a wider audience.

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Appendices 1: Visual Identity Questionnaire

Visual Identity Questionnaire Logo development

Instagram posting schedule

Press Release Editor Contacts Brand manual

VISUAL IDENTITY DESIGN QUESTIONNAIRE Cathadventure company The questionnaire consists of 23 questions that will help choose the right design approach to your company visual identity. Please give an answer under each point. I already filled up questions 1-3 according to the project briefing. Feel free to change it, or add something to it.

Brand Attributes The following questions will dive into the essence and identity of your brand.

1.

Company mission statement: This is a sentence or two that explains your company’s goals. It should also weave in some information about what your organisation is and why it exists.

Cathadventure mission is to encourage women to step out of their comfort zone and push mental and physical boundaries facilitating a transformational shift in their current thinking or belief around their situations.

appendices

2. Who is your target audience? Age? Gender? Interests? Income? Marital status? Education level? How can you describe them? What kind of clients for your expeditions are you looking to?

Women aged 35-70 Career women who have reached a plateau Mothers of young children Mothers whose children have left home (empty nest syndrome) Women at any transitional stage of life Mothers with teenage daughters Interested in nature, ecology, wildlife and conservation Must have some disposable income but not necessarily wealthy Education is not strictly important, but the demographic seems to include degree level education with practical skills Up for a challenge, good sense of humour, willing to take risks, respectful of others,

34 3. Benefit of your service. Think about how do you help your target audience.

Cathadventure believes that adventure in remote and extreme wilderness environments with other women, has a powerful, transformative effect, quickly stripping away the non essential trappings of modern life in all its guises, (be the physical, social, or otherwise), replacing them with integrity, clarity and sisterhood. This new paradigm allows women to re-discover what it is to be a confident, self-reliant women, and to return to their everyday life, supported and empowered. The women themselves describe the expedition as ‘life changing’ 4. Five words that represent your brand: Think about your brand’s personality. How would you describe it?

Transformational, life-changing, unique, grounding, once in a lifetime 5. Three messages your brand needs to communicate: Why does your brand matter? These messages should be relevant to your target audience.

Women do not take time for themselves as they are always thinking about others.

Being with other women in an extreme environment is so levelling and healing.

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9. What colours would you not like to see? purple, floureccent colours, pink, 10. What style of font do you feel best represents your brand?

Here you can put names of fonts you mentioned during our meeting.

CINZEL (Wix) or PERPETUA TITLING MT (word) for headings and capitals, I always write in arial narrow when I’m writing letters or documents on the website i use linotype didot for the text similar in word is Didot in italic 11. What words would you use to describe your brand’s image? powerful, wise, connection, matriarchy, awareness, compassion, strength, adventurous 12. What words would you not want used to describe your brand’s image? ego, dominant, selfish, conquering,

6. Value proposition: How do you solve your customers’ problems? This should summarise why someone should invest in your services. Why is it better than your competition?

I speak to people directly, I listen, and I help allay their fears and encourage them to take action.

7. How does your brand’s image fall between these opposing characteristics?

Delete unnecessary • Feminine • Simple • Colourful • Extravagant • Approachable • Necessity • Fun • Professional • Classic • Sporty • Extreme 8. What colours represent your brand? sand, orange, khaki, dark green, brown, red, gold, blue, turquoise, yellow, black, silver, grey, white.

13. What attributes and emotions do you want associated with your brand?

Support, care, love, spirituality, friendship, camaraderie, adventure, unknown, mystery, 14. What attributes and/or emotions would you not want associated with your brand? fear, hate , bitchiness, selfishness 15. What promotional gadgets would you like to use?

T-shirts, water bottles, pens 16. What corporate stationary would you like to use? Business card, letterhead, envelope, brochure, catalogue? business card, leaflet, letterhead

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Appendices 2: Logo Development Abstract Values To answer the following questions, use your imagination to think of your brand in unique situations.

17. How would you describe your brand to a friend?

It’s about women, it’s about them coming together and leaving everything known behind, it’s about them having fun and challenging themselves and each other, it’s about wilderness, and open spaces, and elephants, and the desert the ocean and the jungle 18. How would you describe its style? contemporary, simple, clear, 19. What other brands would be its friends? dove, north face, chanel, columbia sportswear, 20. Where would your brand hang out? in the shade, under a tree 21. What actor/actress would be perfect to play your brand? Why? Rachel Weisz - gutsy, intelligent, up for an adventure, human, strong, emotional, interesting, honest, 22. What kind of car would your brand be?

Landcruiser truck 23. What animal would represent your brand? elephant

LOGO

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Appendices 3: Instagram Posting Schedule Cathadventure Hashtag Schedule with Dates Cathadventure Main Hashtags #thematriarchadventure #elephantencounter #women #adventure #space #freedom #conservation #ehranamibia #elephantconservation #biodiversity #dreamscometrue #wildlife #Nambia #womenempowerment #spontaneous #explore #explorer #womeninspiringwomen #wonderfulwildwomen #femaleempowerment #femalewellness #expeditionlife #gettingaway #Beautiful Friday 1st February

Monday 18th February #TheMatriarchAdventure #adventure #freedom #conservation #biodiversity #dreamscometrue #wildlife #Nambia #womenempowerment #spontaneous #explorer #wonderfulwildwomen #femalewellness #expeditionlife #Bettertogether #Sisterhood #Beautiful Wednesday 20th February Instastory of speaking arrangement Thursday 21st February

#TheMatriarchAdventure #elephantencounter #women #adventure #freedom #conservation #ehranamibia #elephantconservation #dreamscometrue #Sisterhood #Nambia #womenempowerment #Peace

#Madagascar #Beautiful #Conservation #Diving #Scubadiving #awe #Wonder #Spontaneous #Wildlife #Exhibitionlife #Special

Monday 4th February

Instagram Picture Posting Schedule Friday 1st February

#delicious #Foodie #Namibia #Sisterhood #TheMatriarchAdventure #elephantencounter #ehranamibia #dreamscometrue #wildlife #womenempowerment #explorer #femalewellness #expeditionlife #gettingaway Wednesday 6th February #TheMatriachAdventure #ElephantEncounter #Sisterhood #Graphicdesign #Kingstonuniversity #Adventure #NewBeginnings Friday 8th February #TheMatriarckAdventure #motherdaughter #geology #stargazing #Stars #adventure #desertelephant #tracks #experience #outdoorschool #realeducation #Bonding #family #Special #Beauty #Conservation Monday 11th February #TheMatriarchAdventure #elephantencounter #women #adventure #conservation #ehranamibia #elephantconservation #dreamscometrue #Nambia #womenempowerment #spontaneous #explore #wonderfulwildwomen #femaleempowerment #expeditionlife #Campfire #Beautiful Friday 15th February #Madagascar #Beautiful #Conservation #Diving #Scubadiving #awe #Wonder #Spontaneous #Wildlife #Exhibitionlife #Special #TheBlueMoonAdventure

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Monday 4h February

Wednesday 6h February Instastory taken of team in front of Kingston University Logo

Friday 8h February

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Monday 11th February

Friday 15th February

Monday 18th February

Wednesday 20th February Instastory of Speaking Arrangement Thursday 21st February

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Appendices 4: Press Release Editor Contacts

Wonderlust Editorials: ·

Email: editorial@wanderlust.co.uk:

Marketing: ·

Email: marketing@wanderlust.co.uk

Commercial Opportunities: Press Release Contact Details: The Stylist Editorial Team: ·

Digital editor-in-chief Maggie Hitchins: Maggie.Hitchins@stylist.co.uk

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Editorial Assistant, Moya Lothian-McLean: Moya.Lothian McLean@stylist.co.uk.

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Editor, Anna Brech: Anna.Brech@stylist.co.uk

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Deputy editor, Kayleigh Dray: Kayleigh.Dray@stylist.co.uk

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Features editor, Harriet Hall: Harriet.Hall@stylist.co.uk

Advertising:

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Commercial Manager Adam Lloyds: +44 (0)20 37717203, adam.lloyds@wanderlust.co.uk

Editorial: ·

Press invites and general enquiries: editorial@wanderlust.co.uk

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Website enquiries: website@wanderlust.co.uk

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Freelance submissions: submissions@wanderlust.co.uk

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UK consumer travel events : events@wanderlust.co.uk

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New tours, brochures etc: departures@wanderlust.co.uk

The Times Travel Editor Emails:

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Antonia Baildam: antonia.baildam@stylist.co.uk

Email : travel@thetimes.co.uk

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Abby Poulter: abby.poulter@stylist.co.uk

Email : travel@sunday-times.co.uk

General Phone Number: 0 2 0 7 6 1 1 9 7 0 0 The Guardian Emails and Phone Numbers

Press Office: ·

Press releases: home.news@thetimes.co.uk

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Interview requests: interview.requests@thetimes.co.uk

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Travel Section: travel@theguardian.com

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Weekend magazine: weekend@theguardian.com

https://www.thetimes.co.uk/static/contact-us/ BBC News

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Life and Style: lifeandstyle@theguardian.com

Editorial Department: editorial.policy.adviser@bbc.co.uk

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UK main Office: 020 7611 9700

Telephone Editorial Policy: 020 8008 1819 available 24 hours a day.

https://www.theguardian.com/help/contact-us The Standard Magazine General ·

General Email news@standard.co.uk:

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UK Main Office Number: Switchboard - 020 3367 7000

Editorial Contact Details

The Director Editorial Policy and Standards: David Jordan Press Office: ·

Phone Number: 020 7765 5900

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Email: press.office@bbc.co.uk

·

Editor: George Osborne editor@standard.co.uk

https://www.bbc.co.uk/commissioning/tv/contacts#pressoffice BBC Travel

·

Deputy Editor: Charlotte Ross editor@standard.co.uk

Travel Email: travel@bbc.com

·

Managing Editor: Doug Wills Email: managingeditor@standard.co.uk

46

47 Press Release Radios and Podcasts Contacts

The Independent Travel: travel@independent.co.uk Stories: newsdesk@independent.co.uk Newsdesk Phone: 020 7005 2000 General Number for the Independent: 020 7005 2000 The Cornish Gazzet Editorial Contact ·

Editor: Andrew Townsend andrew.townsend@cornish-times.co.uk

·

Phone number: 01579 342174

· Fax: 01579 341851 Marie Clair Editorial: ·

Digital Editor, Holly Rains: holly.rains@ti-media.com

·

Associate Editor, Sunil Makan: sunil.makan@ti-media.com

Publishing: ·

Brand Publisher, Angela Rawstorne: Angela.Rawstorne@ti-media.com

Advertising: ·

Digital Advertising Director, Toby Bicknell: Toby.Bicknell@timeinc.com

General Phone Number: 020 3148 5000 https://www.marieclaire.co.uk/contact-us#cj5rVZ1jST2ki3PI.99 BBC Wildlife Editorial: ·

Email: wildlifemagazine@immediate.co.uk

·

Phone Number: 0117 300 8570

Advertising: ·

Neil Lloyd, Adverting Manager: Email:neil.lloyd@immediate.co.uk

· Phone Number: 0117 300 8276 Time Out General Enquires ·

Women’s Hour: BBC Radio 4 Email: womanshour.yourviews@bbc.co.uk Website: https://www.bbc.co.uk/programmes/articles/3xyZd5NjJZmN7WztP96vCG/contact-us Instagram: @bbcwomanshour Twitter: @BBCWomensHour Women’s Radio Station General: ·

Email: getinvoled@womensradiostation.com

·

Phone Number: 02072877066

·

Website: http://womensradiostation.com/contact-us/

Adverting: ·

Dr Zena Miscony

·

Phone Number: 07956 371483

·

Email:m@womensradiostation.com

Social Media: Instagram: @womensradiostn Twitter: @womensradiostn Yoyaland Podcast Email: jason@jasonyoga.com.

Phone Number Website: http://www.jasonyoga.com/podcast/ The Guilty Feminist Email: guiltyfeminist@gmail.com Website: http://guiltyfeminist.com/ Instagram: @theguilityfeminist Twitter: @GuilityFeminist Call Your Girlfriend Podcast

Email: hello@timeout.com

· Phone Number: 0207 813 3000 Balance

Email: callyrgf@gmail.com

Advertising:

Instagram: @callyrgf

·

Email: advertise@balance.media

Website: https://www.callyourgirlfriend.com/episodes/ Twitter: @callyrgf

· Phone Number: 0208 815 1553 Loose Women

Email: hello@beingboss.club

Contact Details :

Website: https://beingboss.club/

Being Boss Podcast

·

Email: Loose.Women@itiv.com

Instagram: @beingbossclub

·

Contact Number: 03448814150

Twitter: @beingbossclub

48

Appendices 5: Brand Manual

Brand Manual

Design and brand guidlines for Cathadventure company

Designer Maja Bryniarska

2

3

Introduction

Table of content 1

Introduction

2

2

Logo introduction

5

The design guidelines

3

Logo clear space

6

These guidelines describe the visual and verbal elements that represents Cathadventure visual identity. This includes logo, colour palette, type and graphics.

4

Logo minimal size

7

In this book you’ll find the information to guide your interactions and develop corporate collateral with the same unique and consistent quality.

5

Logo application guidlines

7

Cathadventure Mission

6

Typography

9

7

The color system

8

The pattern

11

9

Stationery

13

10

Iconography

15

11

Contact

18

Cathadventure believes that adventure in remote and extreme wilderness environments with other women, has a powerful, transformative effect, quickly stripping away the non essential trappings of modern life in all its guises, (be the physical, social, or otherwise), replacing them with integrity, clarity and sisterhood. This new paradigm allows women to re-discover what it is to be a confident, self-reliant women, and to return to their everyday life, supported and empowered. The women themselves describe the expedition as ‘life changing’,

10

introduction

4

5

Logo introduction

Logo introduction Logo variations Logo clear space Correct logo placement

Logo

Concept The Cathadventure company made its first steps in Africa, following the footsteps of wild elephants.

The Logo Symbol refers to the brand roots - it represents a footprint of an elephant. Negative symbol space depicts a woman’s hand, which creates a metaphor of the relationship between man and

nature, that can be experienced by an expedition participant. The metaphor refers to the company’s mission - to discover the beauty of nature without destroying it - touching the animal reminiscence, not bodies. Catherine Edsell organises expeditions dedicated for women only. The script font type in the logo was used to express the feminine character of the travel company. The sans serif upper case font strikes to the powerful attitude of Cathadventure.

The Full Logotype

The Cathadventure logo is the combination of two separate elements: the logo symbol and a type. The fullcolor logo shown behind is the primary and preferred visual identification.

1

1| The Logo Symbol The black and white version is the primary colour version, Colour can be changed for the one of five colours from the Cathadventure colour palette.

2| The Logo Type The red and black version is the primary colour version, The logo type can appear in black version. Colours can be also changed for the colours from the Cathadventure colour palette, although type ‘Cath” should have different colour than ‘adventure’.

The fonts use here are: Jaceline and Boven 1.

2

Submarks If necessary, the brand can be represented by the symbol, type or one of the submarks.

6

7

Logo clear space

Minimal size

Clear space

Logo should be always visible

Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No types and graphic elements of any kind should invade this zone.

The clear space is defined by it’s proportion to the logo height and width.

While logos can be resized to fit different types od collateral, it’s important that you never scale them down below the recommended sizes.

Full logo Minimum Height: 34 mm Logo symbol Minimum Height: 6 mm Logo type Minimum Height: 6 mm

Logo Application Guidelines Incorrect Logo Application 1| Do not invert the logo symbol 2| Do not alert the logo symbol.

3| Do not alert the logo type style 4| Do not change the size relation between the logo symbbol and logo type 5| Never change the proportion of the logo vertically or horizontally or alert the appearance in any way 6| Do not change the orientation of the logo 7| Do not crop the logo 8| Do not use 3D effects or shadow

8

9

Typography

font colour system pattern

visual

Brand Typefaces The typefaces for the brand are Boven 1, Jaceline, and Kanit (ExtraLight, Regular and ExtraLight Italic weights).

Boven 1 The fonts exists only in all-caps version. Should always be used for Headline treatments.

Jaceline Is decorative font, Should be used for stand-out moments like quotes. Can be use for graphic materials.

Kanit ExtraLight Should always be used for body copy. Can be used for additional subheaders, tiny type, colophons and footers.

Kanit Regular Should be used as a bold weight of Kanit ExtraLight font. Can be used for headlines and call-out type.

Kanit ExtraLight Italic Should be used as a subheader or for stand-out moments like quotes. Should never be used in all-caps.

boven 1 abcdefghijklmnopqrstuvwxyz 1234567890?@#$^&*(,.)_+

Jacekine abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?@#$^&*(,.)_+ Ka n i t Ext ra Li g h t a bcd e fg h i j k l m n o p qr s tuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?@#$^&*(,.)_+ Ka n i t Re gu la r a bcd e fg h i j k l m n o p qr s tuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?@#$^&*(,.)_+ Ka ni t Ext ra Li g h t I ta l i c a b cd e fg hi j kl m n o p qr s tuv wxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?@#$^&*(,.)_+

10

11

The color system

The pattern

Primary colours

Corporate pattern

Cathadventure signature colour is red and black on a white background These should always be considered as the primary colours, as they are visualized in the logo..

Cathadventure experience involves bodily contact with nature. Women are exposure to palpable feeling of wildlife, which varies in colours, shapes and especially textures. This emotion has been transferred to the company’s pattern - texture of soil coloured by the company shade of red..

PANTONE 2394 C PANTONE 2394 C C 24 M 98 Y 86 K 19 R 165 G 47 B 53

PANTONE 1807 CP

+

PANTONE BLACK 6 C PANTONE BLACK 6 C C 91 M 79 Y 62 K 97 R0G0B0

PANTONE BLACK 6 C 25 % opacity

Secondary colour system A vibrant palette allows for friendly expression of brand, that refers to the colours of wild nature. Colour palette was inspired by photographies from the Matriarch Adventure 2018, took in Namibian scenery. They represent African wildscape of the sky, soil, rocks, and plants.

PANTONE 1807 CP C 8 M 42 Y 71 K 0 R 161 G 36 B 45

PANTONE 27-13 C C 4 M 17 Y 38 K 0 R 230 G 159 B 94

PANTONE 17-10 C C 30 M 18 Y 53 K 0 R 244 G 188 B 138

PANTONE 286 C C 100 M 82 Y 7 K 1 R 0 G 72 B 153

100 % opacity

12

13

Stationery

Stationery corporate mAterials Iconography

Business card Business card exists in two back options: horizontal and vertical.

They have standard UK business card dimensions: 55 mm x 85 mm.

Stationery Front

Back horizontal

Back vertical

14

15

Corporate materials Letter head

Flyer

A4 size business paper (210 mm x 297 mm).

For the foot background was used unique Cathadventure pattern.

Developed for advertisement purpose flyer, that can be handle or send in the DL envelope (110 mm x 220 mm).

Full colour, double side, 98 mm x 210 mm .

Iconography Icon The brand motive refers to the animal footprint, that were devised for Cathadventure iconography.

Camel footprint

Elephant footprint

Leopard footprint

Lizard footprint

16

17

49

Contact Maja Bryniarska bryniarskamaja@gmail.com +48 788 133 430 Fakayode Destiny destinee_fakayode@outlook.com +44 7507 174918 Ashish Gurnani Kishore K1530186@kingston.ac.uk +34 619 44 79 77