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BRAND BOOK M I K E

P A T T E R S O N

2015


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TABLE OF CONTENTS


R E S E A R C H P. 4 - 9 N A R R A T I V E & T H E M E D I F F E R E N T I A T I O N & N E E D VOICE & TONE S W O T A N A L Y S I S C O M P E T I T I V E R E V I E W .

S T Y L E P. 1 0 - 1 5 MOOD BOARD I N S P I R AT I O N LOGO DEVELOPMENT PROTOTYPES

D E V E L O P M E N T P. 1 6 - 2 1 MEDIA MIX DELIVERABLES

S T R A T E G Y P. 2 2 - 2 3 VISION & FUTURE

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R E S E AR CH


N A R R AT I V E & T H E M E

DELIVER MORE AWESOME! 5


D I F F E R E N T I AT I O N & N E E D

ONLINESS STATEMENT Pie in the Sky is the only Drone Technology Provider that provides fast, reliable and autonomous delivery service for local pizzerias in the Chicago area.

WE MAKE YOU LOOK GOOD! 6


VOICE & TONE

TARGET MARKET

VOICE

TONE

• Age: 35-50

Casual, assertive, fun

• Build rapport with owners

• Occupation: Pizzeria owner

KEYWORDS

• Present company as an innovator

• Location: Chicago

Innovation, Value, Efficient, Reliable

• Pizzeria’s new best friend

• Embraces change • Open to technology

TAGLINE ‘Deliver More Awesome’

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S W O T A N A LY S I S

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ST R E N GT H S • Popularity of technology • Economical strategy • Track record • Reputation of partners

WEAKNESSES • Reception of new ideas • Negative view of drones • Weather limitations

OPPORTUNITIES • Untapped market • Increase efficieny • Decrease liability • Lower overhead

T H R E AT S • FAA approval and regulation • Major players positioned to enter market


COMPETITIVE REVIEW

AMAZON.COM

DOMINO’S

LOCAL SHOPS

BURRITO BOMBER

• No established market for commercial drone delivery • Competitors have only conducted tests of the technology • No concrete plans or announcements have been made

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STYL E


MOOD BOARD COLORS

TYPOGRAPHY

HEADLINE

GIL SANS ULTRA BOLD

EXAMPLE: DELIVER SOME AWESOME!

SUB-HEAD AVENIR NEXT HEAVY EXAMPLE: THAT’S WHERE WE COME IN!

ALTERNATE AVENIR NEXT CONDENSED BOLD EXAMPLE: THAT’S WHERE WE COME IN! BODY COPY

AVENIR NEXT REGULAR EXAMPLE: Pie in the Sky is your new best friend!

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MOOD BOARD

TEXTURES

IMAGES

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I N S P I R AT I O N

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LOGO DEVELOPMENT SKETCHES & REFINEMENT

40 to 50% of those surveyed considered the center sketch most memorable, unique, useable in marketing and representative of the brand’s core values.

Peer feedback resulted in larger typography, reinforced color choices and preferred the free-floating concept over one with a circular background field.

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FINAL LOGO

FULL COLOR

MONOCHROME

BLACK & WHITE

T R A N S PA R E N T

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PROTOTYPES DELIVERY VEHICLE

PROMOTIONAL ITEM

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BUSINESS CARD

PIZZA BOX

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D E V E LO P M E NT


MEDIA MIX • UN IQ U E PRO MOTI O NAL I TEMS • S OCIAL ME DI A CAMPAI GN • TARGETED EMAI L • MAGAZIN E AND WEB ADVERTI S I N G • PILOT PROG RAM • PR E V EN TS

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DELIVERABLES UNIQUE PROMOTIONAL ITEM

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TA R G E T E D E M A I L


SOCIAL MEDIA

WEB ADVERTISEMENTS

• ADS ON INSTAGRAM • FACEBOOK PAGE & ADS • TWITTER FEED

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DELIVERABLES MAGAZINE ADVERTISEMENTS • RUN IN ENTREPRENEUR MAGAZINE (CHICAGO DISTRIBUTION) • FOCUSED ON BUSINESS OWNERS

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PR EVENT • F R E E S L I C E S AT T H E PA R K • DELIVERED BY DRONE • CUSTOMER SURVEYS

PILOT PROGRAM • 1 MONTH FREE DELIVERY • TEST SHOP SURVEYS • CUSTOMER SURVEYS

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STR ATE GY


VISION & FUTURE

Imagine that you are at the park... a ball game... running errands with the kids. Everyone is hungry, and you don’t want to spend time trying to find a restaurant. After a couple of quick taps on your phone, you’ve placed an order, and a few minutes later it’s brought to you. RIGHT WHERE YOU ARE. Any place. Any time.

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