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PROJ ECT BOOK

Nintendo


THEME


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


CONTENTS CONTENTS CONTENTS CONTENTS CONTENTS


RESEARCH

Company Overview Demographics . . . SWOT . . . . . . . Creative Brief . . . References . . . . .

The CODE

2. 0

The SCOOP

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3. 0

1. 0

Introduction

GUIDE

Logo Usages . . . . . Backgrounds . . . . . Colors . . . . . . . . Typography & Voice . Textures & Images . .

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The MOVE

PROCESS

Logo Creation . . . . . . . . . . . . . . . . 22 Design Inspiration . . . . . . . . . . . . . . 24 Moodboard . . . . . . . . . . . . . . . . . . 26 Print Ad Development . . . . . . . . . . . . 28 Web Design . . . . . . . . . . . . . . . . . . 30

The FIX

SOLUTIONS

Website . . . . . . . . . . . . . . . . . . . . 46 Clothings & Apparel . . . . . . . . . . . . . 48 Video and Motion . . . . . . . . . . . . . . 50 Mobile Applications . . . . . . . . . . . . . 52 Social Media . . . . . . . . . . . . . . . . . 54 Take-Over Events . . . . . . . . . . . . . . 56


INTRODUC INTRODUC INTRODUC INTRODUC INTRODUC


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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 RESEARCH RESEARCH 1.0 RESEARCH RESEARCH SECTION


The SCOOP Company Overview Demographics SWOT Creatve Brief References


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

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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.

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The SCOOP

Theme 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.

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1. 2

DEMOGRAPHICS Meet The Client 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,

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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.

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1. 3

SWOT Objective Goal Show Nintendo is still a formiable, reliable and influencial competitior in the gaming industry. Also show Nintendo manufactures enjoyable fun and friendly products that provide quality entertainment for reasonalbe prices.

Outome Develop a proper makerting strategy depict Nintendo’s moto “we do all that we”, “as best as we can”.

Reveal Targeted focus of where the company falls short, then emphasize the strong points to the target auidence.

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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.

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Opportunities

Threats

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

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The SCOOP

Strengths

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

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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

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1. 4 Positioning Statement Nintendo Company Limited currently defines it’s business through is quality products. The company prides themselves on developing innovative products are a reasonable cost to their consumers. The company doesn’t emphasize this point enough at the current moment for it to be a true marketing point. The website is very similar to its competitors, the same color palette of neutral gray or the occasional green. In addition to poor color choices, the website is poorly laid out at certain vital information points, making it very hard to navigate for information on products,

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finances and company details. Those in the gaming community globally know the Nintendo franchise, because it is a small community with limited resources for gaming experiences. Though it is known in this community it is currently being overlooked as a formidable, functional or practical form of entertainment for fun. This is due to the marketing of its major products to children mostly.

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Key Tenets

CREATIVE BRIEF For the target audience of young adults, older generation gamers and adults in general Nintendo isn’t a product they would turn to for their gaming needs due to is bland company persona. A new logo will strengthen the core look of Nintendo, and reflect the brand valves. Print advertising will be used to entice the target audience through stylish, bold and comical ads. These ads will contain the new logo, imagery to match the culture, and promote Nintendo’s unique and innovative disposition.

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REFERENCE REFERENCE REFERENCE REFERENCE REFERENCE


ES ES ES 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


PROCESS PROCESS PROCESS 2.0 PROCESS PROCESS SECTION


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


2. 1 LOGO CREATION

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Inspiration Came 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.

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N inten

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2, .2 DESIGN INSPIRATION Project Synopsis Nintendo Company Limited offers quality gaming products for the most reasonable prices on the market and offers a large array of software choices. The gaming industry is currently thriving better than ever, and consumers are willing to pay high prices for quality goods (hardware), that are accompanied with quality supporting good (software). Due to this phenomena competitors have been drastically increasing their prices of the goods with no major improvements, whiles Nintendo who continues to improve drastically every time does not, leading consumers to believe that

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the product isn’t at industry standards. It is vital that during the rebranding campaign that the emphasis of the quality and service of Nintendo and its products aren’t at all to be determined by the price of the merchandise. It should be a bonus incentive to the consumers that they are able to get the they highest quality of products at reasonable prices, without losing on any other important services or features. The design of the will be energetic and informative, but have a fun and educational theme. The color scheme with

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The MOVE will be bright with little to no textures incorporated due to the amount of progressive imagery to be used. The new logo is an abstract image of a three dimensional box that isn’t being held together, to represent the fact that the most progressive ideas follow freely out of Nintendo’s creators mind, that the company itself thinks outside the box and that the can’t be confined to the simple minded thinking of their industry competitors. The workmark will aslo be change from the current use as a logo and have a unique typeface more suit to the new Theme.

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2. 3 MOODBOARD Developing The Right Feel 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. 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 and Mood board 2 were both created with the thought of family and friends being the key demograph-

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ic. The concepts were to show that 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.

Nintendo Company Limit


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

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2. 4 PRINT AD DEVELOPMENT Get The Info In Their Hands The new logo will be used on all comapny stationary, it will placed on the company doors, bill boards etc. The logo will become become Nintendo new recognition point due to the exposure of these various forms of advertisement.

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The MOVE N in te

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2. 5 WEB DESIGN Point And Click The webisite will be simple to navigate, reducing the cluter was the primary goal and then making add information easily accessible. Introducing a fresh new template to the website, with new color scheme, imagery and its own unique style will help revitalize the company’s online image.

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The MOVE

Title Title Title

Body Text Image

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Logo

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GUIDE GUIDE GUIDE 3.0 GUIDE GUIDE SECTION


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


3. 1

LOGO USAGES Ninten-do’s 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.

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

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can be seperated from word mark Nintendo Abstract and be used individually. Single color exterior transformations, useful for holidays or awareness months

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

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

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

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Nintendo Company Limit


The CODE

Ninten-don’ts

Nintendo

Nintendo Nintendo Nintendo Nintendo

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N Nintendo Nintendo

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Nintendo Nintendo

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3. 2 BACKGROUNDS Get To Know Us A even amount of real life photography and Nintendo art will be used in order to create an easy a relationship between current gamers who have been interested in the Nintendo franchise for years, those wo may have lost interest in the Company’s current activites and potential new clients. They will lavish in the imagery for people like themselves enojying themsleves whiles playing Nintendo products, whiles getting a fun yet brief visual history lessons of the evolution of the games, company and products.

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3. 3

COLORS Cartridges

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

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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.

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The CODE

R243 G234 B25

R184 G35 B 39

R255 G86 187

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R25 G81 B41

R0 G0 B0

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3. 4

TYPOGRAPHY & VOICE What We Are Saying and How We Say It 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

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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

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The CODE

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.

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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.

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The CODE

Concept Art

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SOLUTIONS SOLUTIONS SOLUTIONS 4.0 SOLUTIONS SOLUTIONS SECTION


S S S S S

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


4. 1

WEBSITE Online Access

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.

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The FIX 47


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The FIX

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.

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4. 3 VIDEO & MOTION Take A Glimmer 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.

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MOBILE APPS Nin-ten-go

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.

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4. 5 SOCIAL MEDIA Chat

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.

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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.

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