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Nintendo


THEME


“I N N O V A T I O N IS THE MOTHER OF ALL DESIGN


CONTENTS CONTENTS


Introduction

The SCOOP

RESEARCH

Company Overview Demographics SWOT

The CODE

The MOVE

PROCESS

Creative Brief Design Inspiration Moodboard Logo Creation Print Ad Development Web Design GUIDE

Logo Usages Backgrounds Colors Typography & Voice Textures & Images

The FIX

SOLUTIONS

Website Clothings & Apparel Video and Motion Mobile Applications Social Media Take-Over Events Apparel Miscellaneous References


INTRODUCT

INTRODUCT


TIOIN

TIOIN

Although the gaming industry is still in its infancy, it has experienced revolutionary progression in the development of its franchise and as well as the technology that propels it. It has gained and lost major contributors to its sector and now is dominated by four companies: Xbox, PlayStation, Nintendo, and Alienware via Dell. Currently, the gaming scene is gaining mass appeal and the target market segments are expanding. Nintendo Corp. Nintendo is one of the oldest providers for home gaming experience. This long-lasting history creates a high level of brand recognition among customers even outside its target market. Nintendo is the most innovative company when introducing groundbreaking, imaginative technology, such as active motion gaming and then introducing 3d graphics, to the gaming market.


RESEARCH SECTION

1.0

RESEARCH


The SCOOP Company Overview Demographics SWOT


1. 1 COMPANY OVERVIEW Nintendo’s long-lasting history as one of the oldest providers for home and mobile gaming experiences has created a high level of brand recognition among customers even outside its target market. In Nintendo Co. profile, it confirms by stating, “Nintendo’s well established brand name gives it a first mover advantage over its competitors and provides it with a strong bargaining power apart from facilitating easy customer recall” (Datamonitor, 2011). In addition to its history, Nintendo is known for its ability to introduce groundbreaking, imaginative technology, such as active motion gaming and later 3D graphics to the gaming market. Nintendo has always been on the cutting

edge and the first in forwarding game play, but sadly this is where their accomplishments grew to a halt. As time passed, Nintendo started to focus solely on excellent hardware instead of working in a more holistic manner that would yield game-changing titles (games) as well. Over the last decade the situation has become so abysmal that the company has only been surviving based on the two major titles, Zelda and Mario. Nintendo has accepted other major titles but unfortunately these titles are not holding the fans’ attention for an extended amount of time. The once loyal customers of Nintendo are no longer a strong presence in the gaming industry. Whether this is attributed to other affordable gaming systems or the lack of interest in the titles available, Nintendo is on the fast track to becoming the next “Sega”. Despite Nintendo’s downfalls, they are still a force to be reckoned with. The approach and dedication to providing avant-garde technology to its customers will always leave space for a second chance with customers. Unlike other companies, Nintendo appeals to the customer’s need for security as discussed in Settle and Alreck’s 15 Catalog of Needs.


The theme for Nintendo Co. Ltd will integrate an “innovation meets design� concept on a user-friendly level. The brand will communicate and endorse a temporary escape from reality while strengthening social bonds with family and friends through technology. The theme will highlight Nintendo’s versatility in their ability to produce quality family friendly products and mature titles from their years of experience.


1. 2

DEMOGRAPHICS The target audience of Nintendo new branding strategy are young men and women between the ages of 15- 29. Environmentally friendly youngsters that enjoy gaming and hosting events where friends and family like to play party games recreationaly. The reason for this age range is simply because the largest portion of the gaming community is found in this group. Also on the old side fo the age range, gives a slight opportunity that the may have been Nintendo consumers at a young age and can be brough back through nostalgia. Where as the younger end of the spectrum, these young kids are prime real-estate in a sense because they are now being to full grasp the fun

of these products are maybe be willing to purchase it on their own.


1. 3

SWOT


STRENGHTS

WEAKNESSES

• Nintendo Co Ltd is an established brand and that gives it a competitive Advantage • Global presence and geographical diversification reduces the business risk • History in the Consumer Electronic market.

• • • •

OPPORTUNITIES

THREATS

• • • • • • •

Increasing demand for online gaming Changing and positive trends in gaming Eco friendly environment Annual E3 electronic exhibition Holiday Season Excellent Pricing Online Advertising

• • • •

Dependency on suppliers for technology Declining margins and cash flows from operations Poor target marketing Not enough notoriety

Shift in consumer preferences Poor economy Long and Short product life cycles New generation of competitors products soon to be released • Dying social media sites


PROCESS SECTION

2.0

PROCESS


The MOVE Creative Brief Design Inspiration Moodboard Logo Creation Print Ad Development Web Design


2. 1 CREATIVE BRIEF The target audience of Nintendo new branding strategy are young men and women between the ages of 15- 29. Environmentally friendly youngsters that enjoy gaming and hosting events where friends and family like to play party games recreationaly. The reason for this age range is simply because the largest portion of the gaming community is found in this group. Also on the old side fo the age range, gives a slight opportunity that the may have been Nintendo consumers at a young age and can be brough back through nostalgia. Where as the younger end of the spectrum, these young kids are prime real-estate in a sense because they are now being to full grasp the fun

of these products are maybe be willing to purchase it on their own.


2. 2 DESIGN INSPIRATION The target audience of Nintendo new branding strategy are young men and women between the ages of 15- 29. Environmentally friendly youngsters that enjoy gaming and hosting events where friends and family like to play party games recreationaly. The reason for this age range is simply because the largest portion of the gaming community is found in this group. Also on the old side fo the age range, gives a slight opportunity that the may have been Nintendo consumers at a young age and can be brough back through nostalgia. Where as the younger end of the spectrum, these young kids are prime real-estate in a sense because they are now being to full grasp the fun

of these products are maybe be willing to purchase it on their own.


2. 3 MOODBOARD As I created these mood boards earlier in the campaign, I had various ideas swirling around in my mind on how to improve Nintendo’s image and consumer appeal.

Nintendo is a franchise that created products that can bring people together and can be enjoyed alone. Taking notes from Margo Chase and Chris Lowrey, early on on the campaign, I worked on various ideas of finding the middle ground between the brand aspiration and the aspiration of the consumer. Adults and young teens were the target market; with the research recently done in this class and my previous two classes, the focus was on the deliverables that introduce more modern technologies to the project.

Though my target audience has changed slightly, I believe that the second mood board I created (the largest on the right Mood Board 2) works best at addressing my strategies and target audience.

Mood Board 1 is more conservative that the other Mood Boards, and it doesn’t the depict the energy, style, or overall boldness that is the Nintendo franchise. Mood Board 3 is very strong and could work well with the media mix and the directives but the theme is based on presenting Nintendo’s Japanese culture and not as much about the company itself. So by far Mood Board number 2 is the best choice.

Mood Board 1 and Mood board 2 were both created with the thought of family and friends being the key demographic. The concepts were to show that

I believe that Mood board closely follows the theme of the project and is better suited for my media mix and other distinguishing variables.


2. 4 LOGO CREATION The name Nintendo stands for “We do all that we can, as best as we can and await the resulta�. It is three kanji combined into one word in English. The new logo will incorporate the company ideals whiles presevering some of its current history.

Nin

Nint

N

end

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Nint

en

Ninten

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N inten

N in

Nin

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T e Nin n d o

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2. 5 WEB DESIGN The name Nintendo stands for “We do all that we can, as best as we can and await the resulta�. It is three kanji combined into one word in English. The new logo will incorporate the company ideals whiles presevering some of its current history.Endumena, cone isque convolt umunclu daciam. C. Re caperta beresil icaedes? Pero vis es conferus con siliam in venit? Ex speriverorum demus, nemensu legilic aperenternum morudam tem reo, scio abuntrae ne fauceri busquem sitam deo, scid Catume consimis es? Volum publis entra vast pretimi hiliquit que nos deorartis es idet prissin testilic mo con des, corteri es publica perferv iverum numussolute, Catatandam acendit. Bem imeninam te

inerrit videm fautemnicum di, quasdam peressu ltore, nos consultus, ac fit, nontique et vistrat ilicer auderit. Equam vitusque cum in spectuitiam tarid nunclegit


GUIDE SECTION

3.0

GUIDE


The CODE Logo Usages Backgrounds Colors Typography & Voice Textures & Images


3. 1

The minimum size suggest for this logo is about half and inch for embroideries, any smaller and I fear the the shape with become distorted if its a stitching machine. can be seperated from word Nintendo Abstract mark and be used individually.

LOGO USAGES Nintendo

Keeping the word Nintendo on the Top Right about 2-3cm away from the Logo.

Nintendo

Exception, when the abstract image is being substituted as a punctuation mark.

Single color exterior transformations, useful for holidays or awareness months

Nintendo

Single color usage, requires the sub-layers be set at a transparency of 70%

Nintendo

Black and White logo (only for print on black background)


Nintendo

Nintendo Nintendo Nintendo Nintendo

Nintendo

N Nintendo Nintendo

N

Nintendo

Nintendo Nintendo


3. 2 BACKGROUNDS Initially after logo creation Nintendo will begin moving into its marketing phase of the campaign. The logo will be applied to all of its current and future products. The logo will be the new center point of the company and will be plastered on every single piece of mechandise. The printing of this will revolve arond the commerical marketing sector, aming to imrpove consumer awareness, to improve employee association and it wll continue to publicise the company.


3. 3 COLORS The color palette was chosen to represent the energy of the company with bright vibrant color and also have an appeal to an older audience with more earth tone colors. For example red was chosen because Nintendo is a Japanese based company. Red is the symbol on their country’s flag and which represents the rising sun and rebirth. Nintendo is a company thats on the forefront of innovation and design, a company that is always raising industry standards need to be a little eccentric and

bold. I think that these bright vivid colors, show that Nintendo is finish with holding it reservations and is ready to take the lead once again. Another reason for these colors are to attract attention, the current grey theme that Nintendo is campaigning with make the company almost invisible. The new target audience of youngsters, couples and family who enjoy spending time with each other needs to know that Nintendo is boring and doesn’t produce products that will not entertain them.


3. 4 TYPOGRAPHY & VOICE The typography samples are strong and readable typefaces, that will symbolize the samurai strength of the company. As I previously stated I wanted to show some of the Japanese heritage, the Primary font for major headlines with be Zenzai Itacha, which is a strong graphic font accompanied but BiauKai for all body text. These two fonts depict a tone that Nintendo is a strong confident brand but the voice is subtle enough to come across as to aggressive. Initially I was going to use a Sans Serif like Helvetica but the text was to playful, but very legible. I decided that a Serif font was more appropriate, thought the

are often hard to read on a grand scale. Nintendo will not be using any extensive amount of text, to the point where it becomes a visual eyesore. Both fonts are usually easy to manipulate and don’t provide major leading or kerning issues. For major headlines and typographical decoratio


Zenzai itacha - Nintendo - Headlines

MajorRam - Nintendo - Tagline abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

BiauKai -Nintendo - Body Text abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Match your Mii Mood It’s ok to be blue; watch your friends be green with envy.


3. 5 IMAGES & TEXTURES The design should be energetic and edgy but wholesome, in order to be appealing to youngsters, adult gamers, and families alike. Nintendo will display a bit of if heritage through image throughout the project. The Sakura tree that symbolizes rebirth and a new beginning. Though I want to show that Nintendo is revitalizing itself and a new young company I will displaying some of Nintendo successful past products. Nintendo products are a means of channeling an individuals energy and emotion through recreation. Images that display a lot of energy inspire more activity, as do the use of bright colors.


SOLUTIONS SECTION

4.0

SOLUTIONS


S

S

The FIX Website Clothings & Apparel Video and Motion Mobile Applications Social Media Take-Over Events Apparel Miscellaneous


4. 1 WEBSITE Another forum of communication for Nintendo’s consumers to interact with each other are the mobile apps. Users will be able to communicate directly with each other on mobile devices in chat room format and also be able to speak to live representatives at the touch of a button.


4. 2


CLOTHINGS & APPAREL Merchandise will be distributed to employees so they can be the first to take pride in the new Nintendo image, but will be available for purchase for consumers on the website. So apparel will be also distributed as gifts to consumers who attend Nintendo events.


4. 3 VIDEO AND MOTION One of the most effective ways of advertising, on air commercials with the animated Nintendo logo allowing to slowly become a stand alone abstract icon.


4. 4


MOBILE APPLICATIONS Another forum of communication for Nintendo’s consumers to interact with each other are the mobile apps. Users will be able to communicate directly with each other on mobile devices in chat room format and also be able to speak to live representatives at the touch of a button.


4. 5 SOCIAL MEDIA The Facebook page will be done to go along with the new Nintendo theme. A new theme of past and present, to portray the companies history as a pioneer and electronic genius. The Facebook will revolve around the company and focus less on a single game.


4. 6 TAKE-OVER EVENTS Initially after logo creation Nintendo will begin moving into its marketing phase of the campaign. The logo will be applied to all of its current and future products. The logo will be the new center point of the company and will be plastered on every single piece of mechandise. The printing of this will revolve arond the commerical marketing sector, aming to imrpove consumer awareness, to improve employee association and it wll continue to publicise the company.


REFERENCE

REFERENCE


ES

ES

Datamonitor: Nintendo Co., Ltd. (2011). Nintendo Co., Ltd. SWOT Analysis, 1-8. Hyodo, J. (2011). Can Colors Make Me Happy? The Effect Of Color On Mood: A Meta-Analysis. Advances In Consumer Research, 39858-867. International Business, T. (2012, July 30). E3 Convention To Stay In Los Angeles For The Next Few Years. International Business Times. Japanese Cherry Blossom Trees | globerove.com. (2010, May 29). globerove.com. Retrieved June 30, 2013, from http://globerove.com/japan/japanese-cherry-blossom-trees/1582 Micu, A., & Plummer, J. T. (2010). Measurable Emotions: How Television Ads Really Work. Journal Of Advertising Research, 50(2), 137-153. Miller, R. K., & Washington, K. (2013). Part VI: Digital Media: 27. Gaming. Entertainment, Media & Advertising Market Research Handbook, (13), 173-177. Olmsted, J. (2007). Japan's Recycling: More Efficient that U.S.A. Retrieved June 23, 2013, from www2.uwstout.edu/content/rs/2007/Recycling.pdf Ĺžahiner, A., & Turhan, Ä°. (2012). Cost Minimization Of Recycling Processes At Eti Aluminum Plants. Suleyman Demirel University Journal Of Science, 7(1), 45-55. Wesley, D. A., & Barczak, G. (2010). Innovation and Marketing in the Video Game Industry: Avoiding the Performance Trap. Farnham, Surrey, England: Gower. Psychology 101. Color Psychology-How Colors Affect Our Moods and Emotions? (2013, February 22)Retrieved on June 30, 2013, from http:// www.psychology-101.com/2012/03/color-psychology-how-colors-affect-our.html Photo Credits http://www.advertisehere.co.za/images/billboard.jpg http://lowdownblog.files.wordpress.com/2013/05/nintendo-wii-players.jpg


Nintendo

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