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Branding Case Study Danielle Eddy

Generation The Generation of the Future

Table of Content 02 Story

26 Mind Map

43 Logo Breathe

05 Brand Purpose

27 Mood Board

44 Valid Logo Guides

06 Case Study 1

28 Logo Sketches

45 Logo Size

07 Case Study 2

30 Digital Sketches Version 1

46 Stationery Package

08 Case Study 3

31 Digital Sketches Version 2

51 The Fun Begins

10 Target Audience

32 Primary Logo

56 The Fun Continues

12 Survey

33 Grayscale & Black

61 Menu

18 Persona 1

34 Secondary Logos

66 Food

19 Persona 2

36 Primary Colors

70 Apparel

20 Brand Mission Statement

37 Secondary Colors

72 Merchandise

21 Qualities & Benefits

39 Logo Typography

76 GenZ App

22 Brand Voice

40 Heading Typography

78 Designers Statement

23 Brand Personality

41 Body Typography

80 Resume

24 Brand Story & Messaging

42 Logo Symbol & Logotype

â€œ As a teen growing up, in West Virginia, I found that

it was difficult to find a safe place to hang out with friends. The only place to go is the mall to just walk around. Even the mall however, closes early on the weekends when teens really needed a place to go. Local skate rinks and bowling alleys are closing down as well due to the owners being too elderly to keep the places running. I feel that when teens have no safe place to hang out, they turn to unsafe activities like alcohol and drugs. A place where teens and families can go and hang out would have a great impact on the teens of West Virginia.

â€œ

Brand Purpose Gen Z exist so that young people can have a safe place to hang out with friends, eat and do things that they enjoy doing. Gen Z is different because unlike other places for teens and young adults, we stay open late so that once everything else is closed these people still have a place to go to hang out. Gen Z solves the problem of teens and young adults being out on the streets late at night getting into trouble because they donâ€™t have a safe place to go to when all they want to do is hang out with their friends. People should care because this is keeping the youth of their community safe and giving them a place to spend their time where they can eat and have fun with their friends and not get into trouble.

6 Case Study The Starport Arcade and Pub The Starport Arcade and Pub is Space Theme. They advertise that it is a kid friendly environment but it isnâ€™t truly. The food, games and service/staff are all very good and the reviews are good for food and fun. However, there were complaints about the atmosphere for children in the evening. It has a bar so it is more geared to drinking aged people. The marketing efforts are lacking as well. There are never any billboards, commercials or other advertisements for this place. Starport Arcade & Pub offers an experience that canâ€™t be found anywhere else. With the latest in arcade, pinball and vintage amusements to a full service bar and kitchen there is something for everyone of every age at Starport.

7 Case Study Compton Bowling Alley The Compton Bowling Alley has no theme at all, it is just an old style bowling alley. A lot of people enjoy the atmosphere and enjoy going there to bowl but the reviews say that the staff are very rude and the food is overpriced. There is no marketing for this place. They have a FaceBook Page and that is all. It is just an old business that everyone in town is familiar with but other than bowling groups no one really goes there.

8 Case Study Boardwalk Arcade & Confections Boardwalk Arcade & Confections have bright lights and a colorful atmosphere that attracts young customers. They offer a snack bar but no meal type foods. Staff is very friendly and when the games donâ€™t work they promptly fix it. They offer a party room for Birthdays and other events. Their reviews are very positive citing that the staff is very friendly and helpful. The environment is exciting and fun and they cater to younger people. They advertise a lot of their events on Facebook but they do not have a website.

10 Target Audience The target audience for this is teenagers and young adults in the 14-20-year-old range. We are targeting both male and females in Clarksburg and the surrounding areas, who are primarily single with no kids, with some exceptions. The population of this area is mostly white at 94%, 3% African American and 3% other ethnicities. We are looking at people whose parents have an average income of around $47,546.

11 Target Audience These people tend to spend their money on food, games, movies, and clothes. They spend their time watching Netflix and Hulu, listening to music, and playing video games. Much of this is accessed on the internet through their smartphones and tablets. They spend their free time hanging out with friends and chatting with friends using texting, Snapchat, and Instagram. This is also where they go to access advertisements for brands they prefer, such as Nike and Adidas to name a couple, and news that is important to them. When hanging out they like to go out to eat and go to places that have fun things to do. It is very hard for people of this age group to find safe places they can go to just get out of the house when it is later in the evenings or weekends because all the typical hangouts close early. This is when they get bored and find unsafe places to be or do.

12 Survey

Age: 14 11% / 15 54% / 16 12% / 17 10% / 20 13%

This survey is used to gather

Do you think there are enough fun places/activities available for you to spend your

information about what teens currently do with their free time. It also helps to understand what they would like to have in a hang out place. The summary shows what features are most important to have at a teen hang out place. This survey pointed out what was most important to the teens who would be going to Gen Z.

Gender: F 77% / M 23% / Prefer Not to Say 0% free time at? Yes 36% / No 64% What do you like to do when hanging out with friends? Go Out to Eat 86% / Go to Movies 86% / Listen to Music 77% / Skating 36% / Bowling 59% / Play Video Games 46% / Shopping 9% / Drive Around 5% / Go to Mall 5% What type of music do you listen to? 2000â€™s Pop 59% / Rap 12% / Country 18% / Rock 11% What type of movies do you like? Romance 73% / Comedy 81% / Drama 45% / Action Adventure 45% / Horror 68% How many friends do you typically hang out with at a time? 1-2 52% / 3-5 31% / 6-10 13% What is your mode of transportation? Have a permit and can drive with a licensed driver 14% / Have a license 31% / Have a parent or other person that can drive you places 54% Do you have a source of income such as allowance, job, etc.? Yes 55% / No 45% What is the average amount of money you would spend when going out with a friend? $10-20 23% / $21-30 46% / $31-40 4% / $41-50 23% / More than $50 4% What time of day do you like to hang out with your friends? 10am-2pm 36% / 2pm-6pm 82% / 6pm-10pm 73% / Later than 10pm 46% If you have a curfew what time is it? 10:00pm 60% / 11:00pm 20%

13 Survey One important question from the survey was â€œWhat do you like to do when hanging out with friends?â€?. This question allowed me to understand what the audience would want to do at GenZ.

14 Survey Another Important question was â€œWhat is your mode of transportation?â€?. This information is important to know where the location of GenZ should be.

15 Survey Something else I took into consideration is if my target audience had a source of income and how much money they would be willing to spend at a place like GenZ. This is important in deciding the type of food served. How much to charge for games, or if I should make a general admission charge or charge everything separate.

16 Survey I also wanted to take into consideration what time of day people like to hang out with their friends because I wanted to make sure GenZ stayed open when teens and young adults were most likely to be out looking for something to do.

17 Survey Along with what time teens hang out with their friends I also wanted to know if they had a curfew. I wanted to make sure that GenZ stayed open long enough for the teens who stay out late but I also wanted to make sure GenZ opens early enough for those who arenâ€™t allowed to stay out late.

18 Persona 1 These character personas are meant to display the type of goals and frustrations certain people may be facing. This is used to advance

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how GenZ can provide the best

experience for these individuals.

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19 Persona 2 Doing two personas, focusing on two different people, I was able to show different perspectives on how GenZ would benefit a wide range

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20 Brand Mission Statement

We are providing teens and young adults with a fun, safe and enjoyable place for them to hang out so that we can reduce or prevent delinquent behavior.

21 Qualities & Benefits Some of the benefits of my

We are focused on the youth of the

We are 100% teen friendly. We will

establishment is that we are geared

community, giving them what they

not have anything that is

to staying open late providing a way

want by providing teens with a place

inappropriate or negative.

to keep teens and young adults off

they will want to visit and hang out

This gives parents the comfort of

the streets. It gives young people a

at while ensuring that it is a safe and

knowing their children are having fun

place to hang out in a positive and

friendly environment.

in a safe environment while keeping

safe environment after other hang

teens from being exposed to the

outs have closed and it allows teens

negativity found on the streets.

and young adults to do things they enjoy doing, even when itâ€™s late.

22 Brand Voice

Our brand voice needs to be exciting, lively, spirited and daring. We want our business to be taken seriously but we want to have an atmosphere of a fun hang out.

23 Brand Personality

We want our brand to be high on the friendly side. We want the place to be full of energy and want people to have fun when they are with us..

24 Brand Story & Messaging

We are providing a service to the teens and young adults in the community who are in need of a fun, safe, place to hang out after other places are closed to keep them away from the negativity of being on the streets. This benefits the parents as well who worry about where their teens are when they are with their friends and everything is closed.

26 Mind Map The mind mapping technique helped with the logo creating process. Doing this mind map made me think of how mobile and independent Generation Z is. I know that people born in Generation Z are very tech savvy but doing the mind map made me realize that almost everything they do is done using some type of technology. A big thing right now and in the future is the use of technology to communicate so that really made me want to incorporate a text bubble in my logo.

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27 Mood Board 2K

Generation z The Furure Generation

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28 Logo Sketches When doing logo sketches, I wanted to focus on making the Z the part that stands out the most because Generation Z is an important part of this brand. I also wanted to incorporate a text bubble because people of Generation Z often use texting as their main source of communication. I then tried to make the logo slightly 3D to show that it is a place or location that you can visit.

Team Preference

30 Digital Sketches Version 1 When digitizing some of the sketches I got a better idea of what the logo would like with color. Once I did that, I was able to decide which design worked best for GenZ.

Z Z

Z GEN Z

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G E N

Z GENZ

31 Digital Sketches Version 2 The â€œGENZâ€? logo design that pointed outward in between the middle and looked like a 3D rectangle was the design that worked best for GenZ because it represented a physical location that you could see go to. Adding the text bubble around the type allowed me to incorporate the technology aspect in with the location aspect. Making the text bubble 3D at the top and 2D at the bottom added a bit of an illusion to the logo.

32 Primary Logo

33 Grayscale & Black The logo is done in grayscale and black and white as well as full color. The grayscale version of the logo could be used for cost-effective one-color printing while the black and white version is handy for trademark registration as well as for use on fax cover sheets and photocopies.

34 Secondary Logos These alternative logos are not much different from the primary logo. The secondary logo uses the same element from the main logo but with a different structure. The secondary logo can be used when the primary logo is not appropriate in the prescribed format. The front row shows the main logo along with a version with an outline instead of a solid color. Below that there is a version in pink on yellow and a version of blue on yellow. These can be used if you need a design that is just two colors. I also have three logos that are the same color but with different tints. These logos can be used for simpler designs or if you just need a one color logo.

36 Primary Colors

Dark Yellow CMYK: 0-25-97-0 RGB: 255-195-25

GenZ is underpinned with a color palette designed to be safe, positive, and fun. The main logo colors are yellow, pink, and turquoise. Yellow

Light Blue CMYK: 58-0-22-0 RGB: 94-199-205

is an attention getting color and it also stands for freshness, happiness and positivity. The color turquoise radiates peace and calmness and the color pink is used to communicate

Pink CMYK: 1-93-36-0 RGB: 236-55-110

playfulness and contentment. Dark Purple CMYK: 72-85-0-0 RGB: 103-71-156

Black CMYK: 71-65-64-69 RGB: 39-39-39

37 Secondary Colors

Bright Yellow CMYK: 0-15-58-0 RGB: 255-216-128

The main branding colors inform the overall look and feel of safety, positivity, and fun. The secondary color palette emulates that same

Blue CMYK: 73-24-1-0 RGB: 48-156-212

feel in a slightly brighter way. The secondary colors give the brand a fresh look and could be used for a special event or something that needs more attention.

Light Pink CMYK: 0-75-0-0 RGB: 240-104-166

Light Purple CMYK: 27-58-0-0 RGB: 185-127-183

Dark Gray CMYK: 65-59-56-38 RGB: 77-75-77

39 Logo Typography Light

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