BRAND BOOK M I K E
P A T T E R S O N
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
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
• Age: 35-50
Casual, assertive, fun
• Build rapport with owners
• Occupation: Pizzeria owner
• 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’
S W O T A N A LY S I S
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
• No established market for commercial drone delivery • Competitors have only conducted tests of the technology • No concrete plans or announcements have been made
MOOD BOARD COLORS
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!
I N S P I R AT I O N
LOGO DEVELOPMENT SKETCHES & REFINEMENT
40 to 50% of those surveyed considered the center sketch most memorable, unique, useable in marketing and representative of the brandâ€™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.
BLACK & WHITE
T R A N S PA R E N T
PROTOTYPES DELIVERY VEHICLE
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
DELIVERABLES UNIQUE PROMOTIONAL ITEM
TA R G E T E D E M A I L
• ADS ON INSTAGRAM • FACEBOOK PAGE & ADS • TWITTER FEED
DELIVERABLES MAGAZINE ADVERTISEMENTS • RUN IN ENTREPRENEUR MAGAZINE (CHICAGO DISTRIBUTION) • FOCUSED ON BUSINESS OWNERS
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
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.
Published on Sep 14, 2015