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Brand Usage Manuel

All materials in this work are for educational purposes only. Proper references and ethical matters will be addressed as work nears completion.


A World of House.


tiny homes

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Tortoise Shell Homes

World of House. 1.0 Research

4.0 Solutions

A: About Tortoise Shell Homes

Advertising...................................................24 Signage.........................................................25 Website.........................................................26 Guerilla & Alternative Methods...................27 Vehicle Graphics..........................................28 Apparel & Merchandise...............................29 Brochure......................................................30 Social Media.................................................31 Video & Motion Graphics.............................32

Mission & Vision Statements.......................1 Positioning & Key Tenets.............................2 Target Market..............................................3 SWOT Analysis.............................................4 Research Paper............................................5

2.0 Brand Development B: What’s the Big Idea. Logo History.................................................6 New Logo Development................................7 Tagline..........................................................8 Mood Boards................................................9 Brand Foundation........................................10 Design Tool Box............................................11 Ad Campaign Development..........................12 Media Mix.....................................................13 Infographic...................................................14

Table of Contents

3.0

Standards Primary Logo................................................15 How to use Logo...........................................16 Logo Fonts....................................................17 Treatment of Logotype.................................18 Treatment of Logo Mark..............................19 Clearspace Requirements............................20 Minimum Sizes.............................................21 Brand Typefaces...........................................22 Brand Color Palette......................................23

5.0

References

6.0

Conclusion

What is a Tiny House? The small house movement is a popular description for the architectural and social movement that advocates living simply in small homes.


Tortoise Shell Homes magazine

75

Why is a Tiny House? People are joining this movement for many reasons, but the most popular reasons are because of environmental concerns, financial concerns and seeking more time and freedom. For most Americans 1/3 to 1/2 of their income is dedicated to the roof over their heads; This translates to 15 years of working over your life time just to pay for it and because of it 76% of Americans are living paycheck to paycheck.


Research

1.0 R


RESEARCH


Bill Kastrinos Tortoise Shell Homes

“The Original Tortoise Shell“ now retired and living well in at the Gibbon Conservatory, Santa Clarita California! All homes are hand-crafted. Want to leave a smaller footprint, but still have the comfort and safety of a well-built home that travels with you? Tortoise shell homes are cozy (starting at 130 sq feet), mobile (mounted on a tow trailer), and built tough, like a larger house. Tortoise shell homes are built green, so your purchase promotes sustainable, responsible living. Whether you use it as a vacation cabin, guest cottage, artist retreat, field office, or starter “grow home,” your eco-friendly tortoise shell home blends into the landscape without sacrificing comfort and security.

A


Tortoise Shell Homes

“Bill’s unique approach, using steel as a strong, lightweight framing material appealed to us and we were thoroughly impressed with Bill’s sincerity and the quality of his team’s wear with all.”

*Sharon Kastrinos The Boss


Mission Our yearning is to support the exploration, growth, and use of tinier living spaces that nurture maintainable living in communities worldwide.

VALUE 1

MISSION


Vision To see a comprehensive society that is experiencing living a sustainable, wholesome lifestyle that is in equilibrium with our world. A global initiative that improves on the idea of quality by reducing costs and resources.

VISION


Tenets modest comfort mobility

2


not having or showing the unpleasant quality of people who want to be regarded as more impressive, successful, or important than they really are : not pretentious

a state or situation in which you are relaxed and do not have any physically unpleasant feelings caused by pain, heat, cold, etc.

changeable in appearance, mood, location or purpose


Target Market

3


younger set to retirees ages 18-72 male or female 1 to 3 person families $11,139-$66,707 AAS equal opportunity environmentally conscious low-income and fixed income


• housing crisis solution • global distribution opportunity • federal assistance • reduced square footage homes • built from sustainable materials • under $30,000 homes • extremely high quality • new thinking paradigm

• unfortunate recent loss of home • unfocused competitor’s • less is more lifestyle trend • global concern and possible export • retirement community growing • refresh “green” marketing • EPA needs new solutions • can move structures to hospitable climates

4


• success based on homesize • linked to overused “green” term • vulnerable to public opinion • current home loan standards availiblity • numerous supply chains • acceptance of over energy use consequences • property values • new thinking paragigm

• big business fear of loss • zoning laws • bad neighbors • do it yourselfer’s • lack of property • under $30,000 homes • extremely high quality • housing crisis solution


Research Paper For most people there is a need for sustainable housing, Tortoise Shell Homes is a comprehensive solution that build affordable small structures and energy efficient cost solutions. Unlike competitor, typical homes, square footage, maintenance, heating and cooling cost are bankrupting many lives.

5


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SEOmoz Access ID: SEOmoz Secret Key:

member-965fec1577 33d8f9d750f5887d16455d71d29e9fb6

tiny house

tinyhouseblog.com/

micro architecture

http://www.treehugger.com/sustainable-product-design/microItalian architect Flavio Galvagni and the firm Lab Zero: Log Cabins today vs architecture-an-eco-hut-that-would-turn-lincoln-himself-green.html Abraham Lincoln

tumbleweed homes

www.tumbleweedhouses.com/

Jay Shafer and since 1997 I have been living in a house smaller than some people's closets.

green building

www.usgbc.org

The U.S. Green Building Council (USGBC) is a 501(c)(3) nonprofit organization committed to a prosperous and sustainable future for our nation through costefficient and energy-saving green buildings.

housing crisis

www.huffingtonpost.com/news/housing-crisis/

Social Impact Investing

average square foot home

The nation’s average home size, which peaked just above 2,500 square feet in http://blogs.wsj.com/developments/2012/01/18/the-new-american- 2007, is expected to shrink to 2,152 square feet by 2015. home-continues-shrinking/

hvac bill

http://money.cnn. com/2011/05/10/pf/saving/lower_air_conditioning_bills. moneymag/index.htm

alternative energy

http://www.altenergy.org

remax

http://www.remax.com/c/about/remax-story

Kent Griswold estblished 2007

Air conditioning accounts for nearly 60% of Americans' summer electric bills. By 2050, one-third of the world's energy will need to come from solar, wind, and other renewable resources. Who says? British Petroleum and Royal Dutch Shell, two of the world's largest oil companies. Climate change, population growth, and fossil fuel depletion mean that renewables will need to play a bigger role in the future than they do today. 40 Years of Outstanding Agents & Outstanding Results From a single office that opened in 1973 in Denver, Colo., RE/MAX has grown into a global real estate network of franchisee-owned and -operated offices with nearly 90,000 Sales Associates.

tiny house blog

minimal living

minimal design

recycled building materials

tiny house insurance

eco friendly homes

homelessness rate retiree pension homeless veteran solutions

home loans

EPA

energy infographics

live aboards

rv living

http://www.everydayminimalist.com

Living with Less, but only the best. MINIMAL is a Chicago-based studio creating iconic, disruptive, brand-building products and experiences that connect emotionally with users. We are a top collective of multi-disciplinary talent consistently delivering new products and brands that translate into sustainable market successes regardless of category or industry.

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Recycle Grey Water html&sa=U&ei=DxrHUK-1EIHs8gTskIDoCg&ved=0CC0QFjAJ&usg=AFQjCNFypM7d21aL5mmelTIwHqw8YDLDLw html&sa=U&ei=DxrHUK-1EIHs8gTskIDoCg&ved=0CC0QFjAJ&usg=AFQjCNFypM html&sa=U&ei=DxrHUK-1EIHs8gTskIDoCg&ved=0CBgQFjAB&usg=AFQjCNH6AheFgYs2NoKoaSWl1U9w_-AEqA com/2012/12/10/us/homeless-rates-steady-despite-recession-hud-says.html&sa=U&ei=DxrHUK-1EIHs8gTskIDoCg&ved=0CBUQFjAA&usg=AFQjCNEMQU3GDmyXU8Zrk24TDS8MAKMIqQ com/2012/12/10/us/homeless-rates-steady-despite-recession-hud-says.html&sa=U&ei=DxrHUK-1EIHs8gTskIDoCg&ved=0CBoQFjAC&usg=AFQjCNH2Zi_qp4Xs-OSQlpXQ8NwKRPe4Ng house-3159.html democraticunderground.com/1014331157&sa=U&ei=DxrHUK-1EIHs8gTskIDoCg&ved=0CB0QFjAD&usg=AFQjCNGz8qAeh8PX8l2lUmbI1gKhhO975Q us/entry/133156843/www-nc.nytimes.com/2012/12/10/us/homeless-rates-steady-despite-recession-hud-says.html&sa=U&ei=DxrHUK-1EIHs8gTskIDoCg&ved=0CB8QFjAE&usg=AFQ com/blog/2012/09/zeitgeist-failure.html&sa=U&ei=DxrHUK-1EIHs8gTskIDoCg&ved=0CCIQFjAF&usg=AFQjCNF27JCcEQHqoSCwHaIkgmMKpMXgiQ com/blog/2012/04/strange-jubilee-1.html&sa=U&ei=DxrHUK-1EIHs8gTskIDoCg&ved=0CCUQFjAG&usg=AFQjCNGtKIgoVoT55Ho50YtpHADrU us/&sa=U&ei=DxrHUK-1EIHs8gTskIDoCg&ved=0CCgQFjAH&usg=AFQjCNGxgyHuQ57ofq__OOe2SZBzif_Iug com/phpBB2/index.php%3Faction%3Dprintpage%3Btopic%3D1791.0&sa=U&ei=DxrHUK-1EIHs8gTs http://www. famhoo. com/indexhb.php% 3Fkeyword% http://www. 3Dretirement% books.google. oldtaxhouse. http://www. http://www. books.google. http://intranet. http://www. com/retirement. com/books? com/books? mcad. disabled-world. http://www.nytimes.com/2012/12/10/us/homeless-rates-steady- Homeless Rates in U.S. Held Level Amid Recession, Study Says, but Big Gains disabled-world. http://www.usa. http://www.usa. moneysmartz. 26search% http://www. 3D1&sa=U&ei=DxrHUMTzD4iE8ATeyoFQ&ved=0CCYQFjAD&usg=AFQjCNEWuISeaod3p0oZmyBl-vNNM_hrtA shtml&sa=U&ei=DxrHUMTzD4iE8ATeyoFQ&ved=0CCwQFjAF&usg=AFQjCNGIgk2G3cnFnzBxMgUQNwXZ3ONgmw com/news/seniors/retirement/finance-guide.php&sa=U&ei=DxrHUMTzD4iE8ATeyoFQ&ved=0CDgQFjAJ&usg=AFQjCNEw3NKG8EcuwIZD_J2hFa9vtQW1Ow com/top/Retirement/&sa=U&ei=DxrHUMTzD4iE8ATeyoFQ&ved=0CCMQFjAC&usg=AFQjCNHfcOELN_RpYdm7JLVWOSVLJIkTaQ id=5bdO4is2syoC&pg=PT80&lpg=PT80&dq=tools+http://www.usa.gov/Topics/Seniors/Retirement.shtml&source=bl&ots=0Jqbc5b5Fv&sig=ADryo2inUg__1YUx0TlNmIlP0uU&hl=en id=ryM2NH5XUtkC&pg=PA328&lpg=PA328&dq=tools+http://www.usa.gov/Topics/Seniors/Retirement.shtml&source=bl&ots=EqQDPWKBm8& edu/modules/ds/assets/041/20090626_Consider%2520Your%2520Options.pdf&sa=U&ei=DxrHUMTzD4iE8ATeyoFQ&ved com/news/seniors/retirement/finance-guide.php&sa=U&ei=DxrHUMTzD4iE8ATey despite-recession-hud-says.html Are Elusive gov/Topics/Seniors/Retirement.shtml&sa=U&ei=DxrHUMTzD4iE8ATeyoFQ&ved=0CBUQFjAA&usg=AFQjCNEVrMNFI-ZayS1fjSw7GXCOT-Y1Sw gov/Topics/Seniors.shtml&sa=U&ei=DxrHUMTzD4iE8ATeyoFQ&ved=0CBwQFjAB&usg=AFQjCNHt2aFQE-eurDSeW1r0YAbIjGLV_Q natronacountylibrary.org/w_seniors.php&sa=U&ei=DxrHUMTzD4iE8ATeyoFQ&ved=0CDUQFjAI&usg http://www. chrisroubis. Use these resources to help you estimate your retirement benefits, learn about com/category/veterans-today/page/7/&sa=U&ei=DxrHUIncD4f89QSzioDgDA&ved=0CBUQFjAA&usg=AFQjCNEL9Cbc4yknJ2OO6W-8gL2wU2jo0A factors that could affect your retirement, and more. http://www.usa.gov/Topics/Seniors/Retirement.shtml -------http://www. benefits.va. http://www. http://www. http://www. http://www. http://www. http://www. http://www. http://www. gov/homeloans/lp. benefits.va. benefits.va. benefits.va. benefits.va. benefits.va. benefits.va. Ending veterans' homelessness will require an investment in permanent http://www.vba.va. homeloans.va. benefits.va. http://www.vba.va. asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CCAQFjAC&usg=AFQjCNGqt-lIm5iAJL-i6yG8pCXUXO8Mvw gov/&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CBUQFjAA&usg=AFQjCNEQNVDWR0Y6eA1_X6TABDS8wx28fQ gov/HOMELOANS/purchaseco_loan_limits.asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CB0QFjAB&usg=AFQjCNFdqBH7HWFvtzP_HkBjbsiSxXAXeQ gov/homeloans/new.asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CCQQFjAD&usg=AFQjCNHnmleYWf61YRRma0ycJmjp09C9Tw gov/homeloans/docs/foreclosure_avoidance_fact_sheet.pdf&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CCcQFjAE&usg=AFQjCNFW8Bjb2a3TeQjoWtA9Rf-UzErqog gov/homeloans/valeri.asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CCkQFjAF&usg=AFQjCNHo7KlK7gyLrmxg7TLgRCjWhkOklA gov/HOMELOANS/lenders.asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CCwQFjAG&usg=AFQjCNFd5X2MNylEeHHLFRNKxEKh9aG gov/HOMELOANS/contact.asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CC8QFjAH&usg=AFQjCNGXyfuZrolPpo gov/HOMELOANS/contact_agents.asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CDIQFjAI&u supportive housing, discharge services, and affordable housing. gov/&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CDUQFjAJ&usg=AFQjCNGDCSd3M_00TLQ3BF56GbLXrdA4aw gov/&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CDUQFjAJ&usg=AFQjCN http://www.endhomelessness.org/pages/veterans2 VA helps Servicemembers, Veterans, and eligible surviving spouses become homeowners. As part of our mission to serve you, we provide a home loan http://www. guaranty benefit and other housing-related programs to help you buy, build, http://portal.hud. http://www.epa. http://www.epa. http://www.epa. orlandosentinel. http://louisville. http://www.fcs.uga. http://www. http://opr.ca. http://www.law.du. http://portal.hud. repair, retain, or adapt a home for your own personal occupancy. com/search/dispatcher.front%3Fpage%3D5%26Query%3Dsite%253Awww.epa.gov%2520growth%26target%3Dgoogle&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CB4QFjAD&usg=AFQjCNH5XEgYcX gov/hudportal/documents/huddoc%3Fid%3Dhhpgm_final_append.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CCoQFjAJ&usg=AFQjCNEU0RUuCguJnza_S0UJI6UAImGLaw gov/smartgrowth/topics/ah.htm&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CBUQFjAA&usg=AFQjCNEPpUQ1AgzLv5NR774SsbIZZOT6Eg gov/smartgrowth/pdf/brochure_0906.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CBgQFjAB&usg=AFQjCNHThsSRddL2LPt1_WUW-U63GHEv1A gov/smartgrowth/pdf/2012_0208_creating-equitable-healthy-sustainable-communities.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CBsQFjAC&usg=AFQjCNGoBh0tPPzOXXCRLanIXwpu8lSLpA edu/cepm/Connecting%2520Smart%2520Growth%2520and%2520Brownfields%2520Redevelopment.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CCAQFjAE&usg=AFQjCNFiivv edu/hace/hdrc/private/docs/McDanielFitzgeraldaffordablehousing52005.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CCIQFjAF&usg=AFQjCNHichO9xNotcZB sustainablecommunities.gov/pdf/team-ej-sustainability-deskbook-120110-hires.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CCQQFjAG& gov/docs/StrategiesforSustainableCommunities.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CCYQFjAH&usg=AFQjC edu/documents/rmlui/smart-growth-projects/SmartCode-NaturalDisasters-Report.pdf&sa=U&ei=DxrHU gov/hudportal/documents/huddoc%3Fid%3Dhhpgm_final_append.pdf&sa=U&ei= http://www.benefits.va.gov/homeloans/ http://opitslinkfest. blogspot. com/2012/05/5A smart growth approach to housing—compact in nature, green in design and http: may-rss-snapshotconstruction, and transit-rich in options—can help both communities and their //cleantechnica. http://planetsave. residents be better stewards of the environment and achieve more affordable, com/post. com/post_part1. http://hydro. http://alternative. http://renewable. http://biofuels. http://alternative. part-ii. http://twtkr.olleh. html&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0CCMQFjAH&usg=AFQjCNEAHtG3t-6omCuHnlKcR0WFjVFh3g livable communities. xml&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0CBUQFjAA&usg=AFQjCNGnUvMIgacArf8--TJf_Dewrjn-mQ xml&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0CBcQFjAB&usg=AFQjCNFIOws3Z7klOcx51f182DXqxsTG9Q carboncapturereport.org/cgi-bin//profiler_kml%3Fkey%3Denergy_efficiency%26r%3D1000852708.9117%26pt%3D3%26type%3D2&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0CBkQFjAC&usg=AFQjCNEcy9yS_jGEJ1wLa carboncapturereport.org/cgi-bin//profiler_kml%3Fkey%3Dnew_jersey_united_states%26r%3D1264121210.20778%26pt%3D5%26type%3D1&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0CBsQFjAD&us carboncapturereport.org/cgi-bin//profiler_kml%3Fkey%3Dflorida_united_states%26r%3D1203633239.13469%26pt%3D5%26type%3D1&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0 carboncapturereport.org/cgi-bin//profiler_kml%3Fkey%3Dsweden%26r%3D57445223.570649%26pt%3D5%26type%3D1&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ& carboncapturereport.org/cgi-bin//profiler_kml%3Fkey%3Deastern_kenya%26r%3D588304227.241593%26pt%3D5%26type%3D2&sa=U&ei=D com/list/sweetsproducts/sweets&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0CCYQFjAI&usg=AFQj http://www.epa.gov/smartgrowth/topics/ah.htm That having been said, an excellent way to stave off social implosion is to use less. Less of everything. The majority of energy usage occurs in residential homes, which means that even little things like LED light bulbs can make a big difference if enough people are on board. Clean Technica (http://s.tt/1pAVd) http://www. cruisersforum. http://cleantechnica.com/2012/10/09/energy-efficiency-infographic- Read more at http://cleantechnica.com/2012/10/09/energy-efficiency-infographicsave-money-save-the-world/#xKZrXr7WE5OKdgR6.99 com/forums/f67/financing-a-boat-for-liveaboard-6529.html&sa=U&ei=DxrHUMroD5KG9gTKoID4Cw&ved=0CBUQFjAA&usg=AFQjCNHPHlEmkWua1iK5vWAQHRlGlDev9w save-money-save-the-world/ -------http: http: http: //cheaprvliving. http: //cheaprvliving. http: //cheaprvliving. Just perusing some of the information available online regarding financing a boat, http: http: http: and I see the disclaimer that the banks will not finance a boat as a primary //cheaprvliving. //cheaprvliving. com/Boondocking. //cheaprvliving. //cheaprvliving. com/forum. //cheaprvliving. com/Roberts_Van. http://www. http://www.cruisersforum.com/forums/f67/financing-a-boat-forhttp://www. http://www. html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CB8QFjAC&usg=AFQjCNGYow_YEVaSCSfPcNuzyINg7ZZZxw html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CCgQFjAF&usg=AFQjCNGjpSttcv7imIGB0NDx8HxLERYShA html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CC0QFjAH&usg=AFQjCNG62tSuDDJKeHmR2aoM6l1DOm2KTg residence. Is this universal, and if so, why? com/&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CBUQFjAA&usg=AFQjCNG7MtIkRT7_9kQvyGzJn-ExH-oQVA com/howtoconvertavan.html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CBwQFjAB&usg=AFQjCNEvgU_qBd31Yy0ZnkUTzpCHYLMpMw com/BuildYourOwnCamper.html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CCIQFjAD&usg=AFQjCNEFxFFP-TnJWVGiHWxAdjemBa1XnQ com/StealthCargoTrailer.html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CCUQFjAE&usg=AFQjCNFfLfAv7wXLmrbeMcsRul06Q5dbYw com/Steves_Van_Conversion.html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CCoQFjAG&usg=AFQjCNHm9sipGfyeDuY7_iYBAXBcHU8z6g liveaboard-6529.html cheaprvlivingforum.com/&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CDMQFjAJ&usg=AFQjCNFIKAzLGOhZnr9EVT2ERHZ6ejjs7w cheaprvlivingforum.com/post/Hi-Im-Bob-owner-of-cheaprvliving.com.-5013446&sa=U&ei=DxrHULv4D cheaprvlivingforum.com/&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CDMQFjAJ& “Twenty years from now you will be more disappointed http://www. by the things that you didn't do than by the ones you did do. amazon.com/FeinSo throw off the bowlines. Sail away from the safe harbor. MultiMaster-FMM- http://tools.blog. http://tools.blog. Catch the trade winds in your sails. Explore. Dream. Discover." globalgiving. globalgiving. http: http: http: http: http: http: http: http://www.esi911. 250QAttributed to Mark Twain Top/dp/B000U8S3QA&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CDEQFjAI&usg=AFQjCNEs org/category/uncategorized/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CDoQFjAJ&usg=AFQjCNEvJCVh6Srf87gy1A9g0E7eFrYvqQ org/category/uncategorized/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0C //walkslowlylivewildly.com/category/alternative-housing/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CBUQFjAA&usg=AFQjCNERQOpbodb7xqU5kEcQeNZxrPJAGA //walkslowlylivewildly.com/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CBkQFjAB&usg=AFQjCNFNVbkU29RMKJha2K7XhdygRagAmw //walkslowlylivewildly.com/page/2/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CBwQFjAC&usg=AFQjCNHL3gLEhS2SLvdPJpUQuE3ikhx5fg //walkslowlylivewildly.com/category/possessions/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CCAQFjAD&usg=AFQjCNG0C4SJfU9YXL-nf7MP1vY5Y0kzZA //walkslowlylivewildly.com/2009/02/11/a-journey-into-pregnancy-and-birth/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CCQQFjAE&usg=AFQjCNFx2PojJnf9PeYEyglamWy_7W //walkslowlylivewildly.com/2010/05/05/superhooper-giveaway/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CCgQFjAF&usg=AFQjCNGj5NdFYQqns4ujCXPY //walkslowlylivewildly.com/2011/04/05/my-happy-corner/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CCsQFjAG&usg=AFQjCNH84ClvE com/esi/images/stories/PDFs_RoadToReady/RoadToReadyShowHotlinks.pdf&sa=U&ei=DxrHUK_mEJCO8wScwoGACw& http://cheaprvliving.com

1


Brand Development


“Brands must become architects of community.�

Simon Mainwaring


what’s the

B


To solve the myriad of housing crises by reducing the square footage in which we reside. Providing no mortgage or extremely low options to “baby boomers� increasing retirement enjoyment and security. In turn, giving emerging youth the benefit of ownership and not giving way rent money.


Logo History

6


New Logo Development

7


Tagline

8


A World of House.

Really Want to

buy Dirt? Truly, Mobile.


MoodBoards “Designer Notes:” “Turtle:” “The name of my project’s company and service is Tortoise Shell Homes. They name their home models after turtles and tortoise varities. Very clever, to advertise and use that animal to build upon ideas and correlations. They even refer to the warehouse and construction facility as “The Nest.” The obvious correlation is with the Tortoise and the Hare fable. But, so much other connections can be made age, wisdom, slow and steady, mystical, oriental, mean, beautiful, graceful, vegetarians, and even funny.” “Behold the turtle. He makes progress only when he sticks his neck out (Conant, 1976).” “Mostly, the animals convey a sense of determination and at Tortoise Shell Homes selling under ten homes a year, no doubt to survived as long as it has is nothing but belief and determination.” “David&Goliath:” “Ever been late on your mortgage? Three months? Ever try to write a federal monies fine art grant? Did you ever have to go ask neighbors for food to feed your kids? These are difficult situations. When face with a giant task and you are under the gun, courage is often all you need in the face of fear. With the housing crisis rising numbers of homeless’ younger generations wanting independence sooner, these are difficult problems. Tortoise Shell Homes is the underdog in the seemingly bloated housing market and practices. It is beyond national insurance companies prerogative to insure Tiny Homes, not enough return on the investment. You can buy one of these homes usurping the banks all together. You can even power them not using commercial available energy sources. If you will, freedom from constraints drawn on many who cannot afford nor want the day-to-day living costs. Sounds like an unwinnable fight if you are to live in this society. An almost absurd idea that you could live without the conventions so many depend on as necessity.” “Comfort:” “Tortoise Shell Homes in many ways are selling peace of mind. In an effort to stray away from “green” marketing clichés and more importantly, negative association with “green-washing.” TSH would benefit from creating new associations with their product and developing a niche based on the Tiny House model that sold comfort. Although, ecologically minded TSH, competitors have been using this angle for years and business has not been measurably successful. Money savings and financial crisis can be averted through owning a TSH, but affordability can only be stated so many times before it seem cheap as an ideal.”

9


Brand Foundation 10


Design ToolBox

11


Ad Campaign Development

12


Media Mix i.

Campaig

Media Design MFA Program MDM620 Design Integration

FaceBook Promotions Contests Relationship Builder

Name:

Scott A Roberts

Date:

May, 19 2013

Twitter Account Sweet Tweets

Title of Campaign Project:

Tortoise Shell Homes

RSS Branch 1. & 2. Syndicate Updates

Telegraph System Lo Fi Social Network Code Name: Beep

WordPress Blog Stories from the TSH

Tra St

Pod Casts TSH Family Favorite Music Google Glass Interactive Video Tour Jingle Video Message Mission and Value Statements

Guerrilla Art Spray Painted Signs TSH Stickers

13i

T-Shirts

Billboard Publicity Stunts Tiny House Built on Board Radio Personality Broadcast

Hand

Custom Art Wor Owner Portraits


gn Media Mix: Tortoise Shell Homes

Internet Base SEO and Analytics

Android & iOS Interactive Apps Tortoise vs Hare Game Virtual 3D Tours of Home Models Website PHP and Ajax Savvy

ansmedia torytelling

QR Code HD Television Commercial

IM Boards Chat Room

rk s

Door Hangers Mini Chalkboards

Positive Message Played When Contacting TSH

d Written Letters

Coffee Table Book

News Paper Articles

Cold Calls


Media Mix ii.

13ii


Infographic

14


Tortoise Shell Homes PORTABLE TINY HOMES

Synopsis

To promote a solution of the many housing dilemmas by dramatically reducing the square footage in which we live. Providing a home that can be moved to any destination; whether, for scenic value, affordability, or profitable job markets.

Average cost:

÷

Big Goal

$23, 000 Average Cost

To solve the myriad of housing crises by reducing the square footage in which we reside. Providing no mortgage or extremely low options to “baby boomers” increasing retirement enjoyment and security. In turn, giving emerging youth the benefit of ownership and not giving away rent money. Enabling the oppurtunity to travel and pursue dreams.

$272,000 Average Cost + 4.25% x 30 year loan ($209,704)= $481,704

Average income: The average monthly Social Security benefit for a retired worker was about $1,230 at the beginning of 2012. For a married couple each receiving the average amount, that's a retirement income of just under $30,000 per year. Add to that a modest nest egg of $250,000, and that could bring your retirement income to around $40,000 per year.

Average sqft home:

1525 sqft in1973

2306 sqft in 2012

Sustainable Competitive Advantage Recreating a “dynamic american dream, although through seemingly drastic measures, when has a revolution ever not involved a complete rethinking the seed is the differentiation in square footage average home is 2400 sq foot ours 400 square feet the sustainable advantage is the growth of communities based on survival not conquest.

Unique Selling Propistition The only full service tiny house company to create a bigger life by living small.Changing the way we see success by eliminating overly excessive living expenses of large homes and uninvested rental properties. Providing oppurtunity for home ownership and financial security. If the job market is failing you, TSH Homes move to more lucrative locations.

Key Tenets Modest Quality Mobile `

Primary Product & Services

Tag Lines A World of House. Let it Ride. Do you want to buy dirt?

Portable Homes Custom affordable structures Blueprints Energy solutions Sustainable building materials

But for many seniors, whose earnings have fallen dramatically since leaving the workforce, financing options are more limited. In fact, 9.5 million households headed by someone over the age of 65 spend more than 30 percent of their income on mortgage or rental costs, leaving little left over to cover the cost of even basic maintenance that can greatly impact safety in the home. Even worse, some 5.1 million senior households spend more than half their income to cover housing costs.

How to learn This: Defining Client Needs Brand Development

Primary Target Audience

Effective Copywriting

younger set to retirees ages 18-72 male or female 1 to 3 person families $11,139-$66,707 AAS equal opportunity environmentally conscious low-income and fixed income

Design Research Organizational Structures Design Strategies and Motivation Design Integration Multi-Platform Delivery Measuring Design Effectiveness Thesis: Presentation of Design Solution Ethics of Design http://www.fullsail.edu/degrees/online/media-design-mfa

Top 10 Destinations in US Louisville, Kentucky Fairbanks, Alaska San Juan Islands, Washington Philadelphia, Pennsylvania American Samoa Eastern Sierra, California Northern Maine Twin Cities, Minnesota Verde Valley, Arizona Glacier National Park, Montana

Logo:

Logo:

original

revision

Tortoise Shell

Homes

What to Do:

A World of House.

Font Selection: Bookmen Old Style 12 pt ABCDEFGHIJKLMNOPQRTSUVXYZ abcdefghijklmnop 0123456789 cca675

af8655

966a3

97f5122

683c11

8d1d13

69230e

361b15

Lainie Day 12 pt ABCDEFGHIJKLMNOPQRTSUVXYZ abcdefghijklmnop 0123456789 Station 12 pt ABCDEFGHIJKLMNOPQRTSUVXYZ ffeda9

ffdd15

feca2d

eea7e03

0096d4

d92e15

ffffff

000000

abcdefghijklmnop 0123456789

Color Selection: Image and Media Development:

Logo

www.latimes.com www.census.gov www.nahb.org http://www.lonelyplanet.com/usa/travel-tips-and-articles/7753


Standards


Primary Logo

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How to use Logo

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Logo Fonts

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Treatment Logotype

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Symbol Header

A World of House.

Sub-Header

Tag Line

Symbol

The symbol is a riff on the scutes of a tortoises carapace.

Header

Bookman Old Style Font naming company. Custom koerning and leading snugs the words into the symbol.

Sub-Header

Homes is what TSH really does, but may be replaced with the word trailer. Any future offerings may be assigned as well.

Tag Line

A World of House period. This makes light of the reduced square footage of a tiny home. Also, inferring the mobility and oppurtunity to move these structures anywhere in the world.


Treatment Logomark

effect

grunge

shadow

saturate

squash

stretch

Caution.

emboss

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spin

just be cool.


Cool.


Clear Space Requirements

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244px

244px


Minimum Sizes

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Brand Typefaces Swansea was created in 1993 by Roger White. Often to compared to

Helvetica but most noticably a free use font. The ubiquitous nature of this style of font works well for readability, legibility, and a familiar nature. Hence, a perfect choice for the multi media avenues TSH has embarked upon.

Station Medium

is a san-serif typeface by French Graphic Designer Anthony Bossard. The rounded details of the letters give Station a cool feel, while the lack of structure provides whimsy and a sense of humor. Providing a balance to the crisp Bookman typeface.

Bookman Old Style typeface, owes much to caligraphy

roots, yet; show a marked departure from simply mimicking the handwriting of earlier Italian scholars and scribes. Known as one of the most exciting periods in type history. The Old Style (or Garalde) types start to demonstrate a greater refinement—to a large extent augmented by the steadily improving skills of those who made letters for printing presses. As a consequence the Old Style type s are characterised by greater contrast between thick and thin strokes, and are generally speaking, sharper in appearance, more refined. Bookman Old Style is meant to ellude to a respectable and classic feeling. A serious side to the Tortoise Shell Homes Brand.

Lainie Day

appears as the sub-head in the logo-mark. This font should only be used only for elegant flourishings in defining brand identitys sub-header. This script font may be used only with authorization from brand director in any occuring media.

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Swansea Station Bookman Old Style

Lainie Day

A midst a sea of wonder.

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Hent dolenda volupta temped qui aut vendemp oresequat fuga.


Brand Color Palette

Palette

colors ahead

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R= 251 R= 249 R= 241 R= 211 R= 212 R= 152 R= 191 R= 118 R= 86 R= 45 R= 00 R= 255

G= 233 B= 165 G= 219 B= 69 G= 198 B= 75 G= 129 B= 48 G= 100 B= 53 G= 92 B= 60 G= 61 B= 44 G= 34 B= 32 G= 36 B= 23 G= 25 B= 23 G= 158 B= 213 G= 255 B= 251


C=00 M=06 C=00 M=11 C=00 M=22 C=04 M=59 C=00 M=76 C=25 M=70 C=07 M=92 C=28 M=98 C=35 M=90 C=53 M=78 C=97 M=12 C=00 M=00

Y=43 K=00 Y=90 K=00 Y=87 K=00 Y=100 K=00 Y=92 K=00 Y=86 K=14 Y=100 K=01 Y=100 K=32 Y=98 K=52 Y=71 K=78 Y=05 K=00 Y=00 K=00

2.0 A


4.0

SOLUTIONS


ADVERTISING

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SIGNAGE

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WEBSITE

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“Electronic Media” “Virtual showroom. Build a website to serve as a virtual showroom. It’s one of the best advertisements there is. Use it when people call to ask details about your company, your products or your services.” “””Are you sitting in front of a computer? Good.”” Most people will be, or can easily walk across the room to one. “”Now go to Blahblah.com. Yeah, that’s me, there on the right. Now click the button that says” “’Equipment.’ See that second photo?...”” Think of this website as a place where you sit down to talk with interested prospects. Make sure the virtual showroom is equipped with all the same tools and props as your physical showroom. You’ll be shocked what it does for” “the conversion rate of inquiries.”


GUERILLA

was here

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ALTERNATIVE METHODS


VEHICLE GRAPHICS

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APPAREL

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MERCHANDISE


BROCHURE

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SOCIAL MEDIA

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“Publicity stunt. Nothing is quite so powerful as a publicity stunt that” “seizes the public’s attention. But be careful; nothing is quite so pathetic as a thinly disguised grab at free advertising. Going for inclusion in the Guinness Book of World Records requires a lot of work, but holding a world record has tremendous value.” “Transmedia” “Storytelling”


VIDEO & MOTION

GRAPHICS

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“Film & Video Media” “-According to Retail Touchpoints, the Step2 Company found that shoppers who viewed video were 174% more likely to purchase than viewers who did not. (Retail Touchpoints Channel Innovation Awards,” “2012)” “-Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer, April 2010)” “-Ice.com found that viewers who chose to view video converted at a” “400% increase over those who did not. Ice.com also credits video with decreasing returns by 25%. (Internet Retailer, Decembe 2009)”


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