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Brand Identity Process

. Brand personality, style, tone & attitude . Brand positioning compared to other brands . Brand awareness, positives and negatives . Brand image, how your audience views you . Marketing objectives & challenges . Present brand moodboards

1

RESEARCH & ANALYSIS

2

DESIGN STRATEGY

. Kick-off meeting . Review name meaning and history . Evaluate current assets . Determine unique brand values . Target audience profiles . Key brand benefits, product offerings . Research top 5 closets competitors

2014 Spear Design Group. All rights reserved. Proprietary & Confidential

3

LOGO EXPLORATION

. Primary color palette . Corporate font selection . Logo applications . Logo size & freespace . Application to a real-world applications . Supplied as digital PDF file

. Further development of logo concept . Showing color applied to each . Logo lockup with full name . Logo lockup with tag line . Logo lockup with sub brands

4

CREATIVE DEVELOPMENT

. Based on moodboard selection . Explore logo shape, concept and style . Typographic treatments . Designs that combine the best aesthetics . Easily identifiable and recognizable . Present logo directions

5

BRAND IDENTITY

6

BRAND GUIDELINES

. Further refinement of specific elements . Logo 1, 2 and full color versions . Lockups with full name, tag line, sub brands . Master logo vector files . Print 300dpi CMYK EPS files . Digital 72dpi RGB PNG files

7

LAUNCH PROGRAM

. Roll out key marketing materials . Launch strategy (soft & hard) . Leverage the new brand identity . Generate digital artwork . Pre/Post production with venders . Printing estimates


URTA

In need of a visual refresh. A fractured brand. Lacking heritage awareness. Known primarily for the URTA’s. Not known for it’s other offers. Off grad students radar.


Meanwhile, the core issue was that:

URTA was a lackluster brand, in need of more drama.


Our strategic focus became to:

Create a modern identity to attract theatre students and universities.


HISTORY BUILD ON YOUR STORY:

•  Nearly 50 years in the theatrical education and training sector •  Founded in 1969 to help universities and colleges across the U.S. benefit from a combined recruiting process and begin relationships with local theaters looking to hiring recent graduates •  URTA has grown to provide a variety of programs in advertising, payroll services, internships, continuing education and more •  Considered the gold standard in professional training of future artists •  Offers a unique bridge to the next wave of theatre artists


RESEARCH & ANALYSIS: YOUR BRAND TODAY


Strategy STEP 2: DESIGN STRATEGY Target Audience & Objectives Moodboards


TARGETS

URTA’S TARGET AUDIENCE:

1: PRIMARY

2: SECONDARY

3: TERTIARY

•  Students

•  Staff/Administrative

•  Casting Directors

•  Age 18 - 34

•  Production Staff

•  Theatre Faculty

skewed towards female

•  Sponsors

Marketing, General Manager

•  Agents


OBJECTIVES URTA’S BRAND OBJECTIVES:

Establish a strategic platform that will frame the foundational building blocks to take the URTA brand to the next level and empower the organization to successfully achieve business goals now and in the future. This includes:

BRAND IDENTITY

To establish a strong and ownable identity that will guide all of URTA’s communications, in print and online

BRAND MESSAGING

To broaden URTA’s existing target audience by clearly communicating the breadth of your offers

BRAND POSITIONING

To further strengthen URTA’s positioning as the gold standard in professional training of future artists


Concept A STEP 3: Logo Design Exploration


Spear Design Group. All rights reserved. Proprietary & Confidential

Concept A: Standard letterforms

URTA


Spear Design Group. All rights reserved. Proprietary & Confidential

Concept A: Custom letterforms

RTA


Spear Design Group. All rights reserved. Proprietary & Confidential

Concept A: Identity Design Boarder represents the stage


Spear Design Group. All rights reserved. Proprietary & Confidential

Concept A: Identity Design Symbolic color field represents the energy of a live performance


Concept A: Corporate Stationary

Scott L. Steele Executive Director 1560 Broadway, Suite 1103 New York, NY 10036 212 221 1130 212 869 2752 SLSteele@urta.com www.utra.com

UR TA RTA

Spear Design Group. All rights reserved. Proprietary & Confidential

WE SET THE STAGE FOR YOU


Concept A: Member ID badge

EXECUTIVE DIRECTOR Scott L. Steele

Spear Design Group. All rights reserved. Proprietary & Confidential

RTA W E S E T T H E S TA G E F O R Y O U


Spear Design Group. All rights reserved. Proprietary & Confidential

Concept A: Custom URTA typeface

ABCDEFGH

IJKLMNOPQ

RSTUVWXYZ


Spear Design Group. All rights reserved. Proprietary & Confidential

Concept A: 50th Anniversary Poster

12 9 6 9 0 1 0 2 0 1 2 2 0 1 2 2 0 1 3 2 0 1 3 2 0 1 4 2 0 1 4 2 0 1 5 2 0 1 5 2016 W E

S E T

T H E

S T A G E

F O R

Y O U


Spear Design Group. All rights reserved. Proprietary & Confidential

Concept A: 50th Anniversary Poster

19 69 W E

S E T

T H E

S T A G E

F O R

Y O U


Concept B: Audition poster

2016 NATIONAL UNIFIED AUDITIONS & INTERVIEWS Spear Design Group. All rights reserved. Proprietary & Confidential

Actors, Directors, Designers, Technicians, Stage & Theatre Managers Chicago Feb 4 - 11

New York City Jan 29 - Feb 2

W E

S E T

T H E

S T A G E

San Francisco Feb 13 - 14

F O R

Y O U


Concept A: Poster campaign

ALL THE WORLD’S A STAGE Spear Design Group. All rights reserved. Proprietary & Confidential

William Shakespeare, 1599

W E

S E T

T H E

S T A G E

F O R

Y O U


Concept A: Poster campaign

BREAK A LEG Spear Design Group. All rights reserved. Proprietary & Confidential

Good Luck

W E

S E T

T H E

S T A G E

F O R

Y O U


Concept A: Poster campaign

THEATRE IS

LIFE CINEMA IS ART

Spear Design Group. All rights reserved. Proprietary & Confidential

TV IS FURNITURE

W E

S E T

T H E

S T A G E

F O R

Y O U


Concept A: Poster campaign

I’M NOT REAL I’M THEATRE Spear Design Group. All rights reserved. Proprietary & Confidential

Lady Gaga

W E

S E T

T H E

S T A G E

F O R

Y O U


Concept B STEP 3: Logo Design Exploration


Spear Design Group. All rights reserved. Proprietary & Confidential

Concept B: Identity Design


Spear Design Group. All rights reserved. Proprietary & Confidential

Concept B: Logo lockup


Spear Design Group. All rights reserved. Proprietary & Confidential

Concept B: Custom letterforms represent rays of light


Concept B: Member ID badge

W E

S E T

T H E

Scott L. Steele

Spear Design Group. All rights reserved. Proprietary & Confidential

EXECUTIVE DIRECTOR

S T A G E

F O R

Y O U


Spear Design Group. All rights reserved. Proprietary & Confidential

Concept B: Custom URTA typeface

F ABCDE GHI

JKL MNOPQ

RSTUVWXYZ


W E

S E T

T H E

S T A

F O R

Y O U

G

university resident theatre association

Spear Design Group. All rights reserved. Proprietary & Confidential

Concept B: Poster Design

E


S E T

T H E

S T

S

1

T I

A G E

I N C E

9 6 9

N

university resident theatre association

Spear Design Group. All rights reserved. Proprietary & Confidential

Concept B: 50th Anniversary Poster

G


Concept B: 50th Anniversary Poster

S E T T I N G

T H E

S T A G E

S I N C E

1 9 6 9


Concept B: Audition poster

AUDITIONS New York City Jan 29 - Feb 2 Chicago Feb 4 - 11 San Francisco Feb 13 - 14

Actors Directors Designers Technicians Stage Managers Theatre Managers

W E

S E T

T H E

S T A G E

F O R

Y O U


Concept B: Launch poster campaign series

Spear Design Group. All rights reserved. Proprietary & Confidential

W E

S E T

T H E

S T A G E

F O R

Y O U

W E

S E T

T H E

S T A G E

F O R

Y O U

W E

S E T

T H E

S T A G E

F O R

Y O U

W E

S E T

T H E

S T A G E

F O R

Y O U


Concept B: Poster campaign

Theater Baden, Germany

PLAY IT COOL

Spear Design Group. All rights reserved. Proprietary & Confidential

West Side Story, 1956

W E

S E T

T H E

S T A G E

F O R

Y O U


Spear Design Group. All rights reserved. Proprietary & Confidential

DRAMA IS F REAL LI E WITH ALL THE BORING PARTS CUT OUT

Alfred Hitchcock, 1956

W E

S E T

T H E

S T A G E

F O R

Y O U

Radio City Music Hall, NYC

Concept B: Poster campaign


Concept B: Merchandise, tote bag

WE SET THE STAGE FOR YOU Spear Design Group. All rights reserved. Proprietary & Confidential

University Resident Theatre Association


Concept A Logo

Concept B Logo

Spear Design Group. All rights reserved. Proprietary & Confidential

W E

RTA W E S E T T H E S TA G E F O R Y O U

S E T

T H E

S T A G E

F O R

Y O U


URTA STEP 4: Creative Development


Spear Design Group. All rights reserved. Proprietary & Confidential

VERTICAL LOGO Full Color / Gradation of light


Spear Design Group. All rights reserved. Proprietary & Confidential

VERTICAL LOGO SYSTEM


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LOGO SYSTEM Brand extension

UNI R E SV E R S T H EI D E N I T Y A S S AT R ET OCI AT I O N

W ET SE E T HA G E ST

GOL S TA D CE ND

RTIF A R D I C AT ION


URTA STEP 5: Brand Identity


URTA STEP 6: Brand Guidelines


C O R P O R AT E C O L O R PA L E T T E

04

COL

GOLD LOGO

PA N TO N E# 75 4 8

ORS

HEADLINES

PA N TO N E# 75 89

HEADLINES

COLOR IS ONE OF THE MOST POWERFUL OF ELEMENTS .

BL ACK

I T H A S T R E M E N D O U S E X P R E S S I V E Q U A L I T I E S . U N D E R S TA N D I N G T H E U S E S O F C O L O R I S C R U C I A L T O E F F E C T I V E C O M M U N I C AT I O N .

TEXT

PA N TO N E# C O O L G R E Y 6

U R TA . C O M

PHOTOGRAPHY

PA N T O N E# 2 74 5


Cheers! FIONA SPEAR Spear Design Group 16 Greene St, New York, NY 10013 Fiona@SpearDesignGroup.com SPEARDESIGNGROUP.COM

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BRAND REDESIGN / UNIVERSITY RESIDENT THEATRE ASSOCIATION  

Spear created an ownable uniform and cohesive 360 brand led URTA experience and implemented a complete corporate rebrand. Roll-out include...

BRAND REDESIGN / UNIVERSITY RESIDENT THEATRE ASSOCIATION  

Spear created an ownable uniform and cohesive 360 brand led URTA experience and implemented a complete corporate rebrand. Roll-out include...

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