Alice McKenzie's TIE presentation for Seleta

OBRIGADA!

SELETA BRAND RELAUNCH 2015

CONTENTS Introduction Product Inspiration The Seleta Brand Photography Seleta Online Bringing Seleta to Life Delivery Plan More Inspiration

INTRODUCTION

The Seleta project has a wonderful story to tell.

Let’s celebrate every aspect of it and share it with the world. Let’s be confident, bold and ambitious, as well as careful to focus on just a handful of our best ideas, so that we can test, learn, and grow the project into a huge success.

PRODUCT INSPIRATION

PRODUCTS • • • •

•

PRODUCTS

Need to be beautiful, original and inspirational.

Use Chita across the product portfolio as part of the brand identity and a way to bring consistency across the product range.

Portfolio to be designed by July Once the product selection is available in July, we will carry out brand agnositc online surveys to gauge future consumers’ genuine responses to the proposed range.

Seleteiras to make awareness bracelets to sell for 3 reales at stores or at a launch event.

PRODUTOS ISPIRAÇÕES

PRODUTOS ISPIRAÇÕES – primer

PRODUTOS ISPIRAÇÕES

THE SELETA BRAND

NOSSAS SELETEIRAS BONITAS To call the Seleteiras incredible is an understatement.

They are business women, they are creatives, they are role models, but above all else they are wonderful mothers.

These women come together once a week to learn, craft, laugh and create, all for their little ones.

They are completely dedicated to changing their children’s lives for the better, and Seleta is here to help them do that.

OUR BEAUTIFUL SELETEIRAS “When the women are in Seleta, they stop being adults and they become children again.”

Livia “Being at Seleta, feels like being somewhere therapeutic; we learn new things, share our knowledge and have fun .”

A Seleteira “Solidare allows me to work & look after my children. I will never give up, I’ve been here from the beginning and I believe in Seleta!”

A Seleteira “People in the local community do not value the products we make, they just see them as rubbish.

Seleta and the products we make, give me the chance to be known and recognised.”

A Seleteira

THE WORKSHOPS

BRAND VALUES Identity Positivity Sustainability Colourful Real stories Inspired by real people Community Femininity Family Transformation Empowerment Bright Happiness

BRAND VISSION

BRAND VISION

They say butterflies have tremendous power.

Beautiful and majestic in nature, but‌ a flap of their wings has the power to change the world.

That is the butterfly effect, and that is what the Seleta project is all about.

Our Seleteiras take rubbish and recycled objects, and transform them into something new and beautiful.

They create beauty from the most unexpected of places.

Seleta gives these women a chance to not only help the environment, but a chance to help themselves too.

The money raised by Seleta goes towards improving the lives of the Seleteiras and their families.

So get behind the wings of Seleta and have your effect.

Seleta‌ The butterfly effect.

SELETA LOGOS

SELETA LOGOS

SELETA LOGOS

THE PRODUCT IDENTITY

ECO BAGS + CHITA STRAPS Reusable, Customers publicise the brand

MINI CHITA POUCHES To protect accessories & feature woven logo.

WOVEN LABELS Product label to be used where possible. Feature on packaging where product does not permit Include website.

ETIQUETA/BUSINESS CARDS (ref the website, story, Seleteiras, feature on every product)

WHO IS OUR TARGET AUDIENCE? PRIMARY AUDIENCE: The people of Pernambuco that want & can afford to support our women from disadvantaged communities.

That are passionate about art and creativity in the name of positive change.

SECONDARY AUDIENCE: Tourists, however, we need to identify places that will standout on the tourist map.

RECIFE HOT 100 An equally important target audience is all of the most influential personalities throughout Recife and beyond. Ranging from business owners, journalists, sports stars, musicians, politicians and well known community workers we need to engage with them on a personal level and get them on board with the Seleta project.

We are compiling a list of the top 100 people in Recife that we would love to support the cause and shout about it, so that we can target them with direct mail and also invite to our launch events.

PHOTOGRAPHY

FOTOGRAFIA BARBARA WAGNER We are very excited to have Barbara on board.

Her talent and passion will go a long way to helping us make a real impact with our communications.

She will capture each of the Seleteiras in a bold, bright, confident and striking fashion, in their natural environment.

The images will be ready to use by mid July.

SELETA ONLINE

INSTAGRAM Instagram is the perfect fit for the Seleta project.

It’s incredibly popular with our target audience.

And our story is compelling, fast moving and highly visual, so let’s celebrate our progress by sharing it with our followers. We should focus all of our social media efforts via Instagram. We could even use it as a product sales tactic, releasing limited edition items only when a post gets 100+ likes.

@seleteiras #seleta

BRINGING SELETA TO LIFE

CREATIVE PLATFORM

BEAUTY FROM AN UNEXPECTED PLACE

CREATIVE PLATFORM

BEAUTY FROM AN UNEXPECTED PLACE Much like the waste from which Seleta make all their products, there’s a beauty to be found in even the poorest corners of Recife.

Beauty from an unexpected place will celebrate and show off the beauty in what the Seleteiras are doing for themselves, and their community.

BEACH ART Let’s get together and create the new logo on the beach. A great moment to celebrate all the progress on the project over the past month, and mark the start of this exciting journey. Photos of the beach art will be a great way to promote our story.

The beach art needs to be BIG to have a real impact. The outline can be drawn in the sand. But we should also use the beautiful chita material to add colour and texture too.

This is a nice reference to the products that will feature the chita material. The letters can be formed out of‌ people! A fun way to represent that the brand is all about people, community and working together to make a positive change. A drone will fly overhead to take photos and video of the beach art once it has been created.

FILM A short two minute film to tell the story of Seleta.

This could use ‘behind the scenes’ footage from the beach art display, or the photography shoot with Barbara.

The film will be beautifully narrated, with an extended version of the brand manifesto. This will help introduce the vision of the Seleta project, and the team behind it.

PRINT AD/ POSTER We will feature Barbara’s striking photography of the Seleteiras.

And overlay powerful and provocative quotes from each of the women, calling you to support the project, using their handwriting for added authenticity.

The website, hashtag, and logo will encourage you to discover more online.

BIN BAGS‌ We can own a space which really represents what Seleta is about. We’ll proudly create our own beautiful branded bin bag and give them to lots of businesses. We can even request they be only filled with materials which the Seleteiras can use.

…AND OTHER RUBBISH IDEAS Plus, there are lots of creative things we can do with bins around the city to help spread the Seleta message.

They can be painted in bright colours, butterflies, the logo and the website and placed in unusual locations around the city. They can be filled with flowers. We could use local street artists to help transform them.

We can even use the city’s rubbish and recycling trucks as a canvas to get creative – truly beauty from an unexpected place!

STREET ART We’ll commission popular street artists to create beautiful street art throughout the city (in unexpected places!)

The common theme will be huge butterfly wings, with a space for someone to stand between them. Each artist can add their own unique style. Each mural will include seleteiras.com.br and #seleta.

Our street artists will encourage their Instagram followers to first find their wings and then post pictures with them.

The artwork should be done a few weeks before public launch to build curiosity around Seleta.

LAUNCH EVENT Let’s launch with a bang and invite special guests (the Seleteiras, friends of the project, select target audience members and the Recife Hot 100) to enjoy the official brand and product launch celebration.

This could be hosted at Caixa Cultural Recife – or even in an unexpected place such as a butterfly centre.

We can display and auction Barbara's beautiful photography, to help raise money to support the project.

And of course the first set of unique and beautiful Seleta products will be on sale!

SPONSORS We should encourage small businesses to support the project by partnering them with an individual Seleteira. They can display a special edition print of their photograph in their shop/gallery/hotel space, where their personal story can be told, with a dedicated point of sale display too. We have already spoken to a number of coffee shops who are keen to get involved‌

PROPOSED SPONSORS C

DELIVERY PLAN

LANÇAMENTO DA MARCA: VISÃO 1.

2.

3.

BRAND LAUNCH (July to

IMMEDIATE

LONG TERM (+ 1 year)

September)

• • • •

Define brand vision Provide inspiration for product portfolio Create campaign plan skeleton assets Start conversations with small businesses

•

• • •

Introduce Seleta to the public Brand awareness and engagement Product sales Working with selected group of businesses & shops to secure immediate income for Seleteiras

• • • • •

Sustainable income Ongoing brand engagement Refresh campaigns Motivate employees & recruitment Expand beyond Recife

ATÉ O LANÇAMENTO JUNHO w/c 8

w/c 15

w/c 22

INTERNAL

Develop products Consumer testing & focus groups Complete website Photography

BUSINESS

Teaser invite (hot 100) Engage business sponsors Launch event invite Launch event

PUBLIC

Agree graffiti artists Print product tags & labels Wings graffiti Source & create bin bags

JULHO w/c 29

w/c 6

w/c 13

w/c 20

AGOSTO w/c 27

X

LAUNCH

X X X X X

w/c 3

(online & small business es)

FURTHER INSPIRATION

RUBBISH MUSIC Another great example of beauty in unexpected places, and a fun way to engage people in public spaces.

We would set up musical instruments out of recycled materials, bottles, and bins. Product tags could act as flyers to help explain the project and drive to the website & Instagram. And there could be a performance using talent from the Seleta community at launch events etc.

Video reference: there is a piano available to anyone to play in one of London’s busiest train stations, King Cross t Pancras. This has been hugely successful and is a wonderful way for people to share their talents and have fun in an unexpected way. This performance is amazing. https://www.youtube.com/watch?v=Y0nDhQEIdSQ

BUTTERFLIES Let’s really bring the Seleta brand to life, using live butterflies at some of our events.

Or even host an event at a butterfly centre (or zoo if they have a dedicated space for them).

World famous artist Damien Hirst featured live butterflies in a special section of his retrospective show at the London Tate Modern Art Gallery in 2012 to stunning effect.

You can even attach tiny messages to them! Fly-vertising: https://youtu.be/nVxTAz67SAI

LONG TERM In terms of growing the project beyond the original group of Seleteiras, perhaps they are our strongest asset to recruit new joiners from the community.

We should consider how to let them become advocates in their own community and others too, to encourage others to get involved, and benefit from the programme.

We could run apprenticeships for younger girls.

And maybe we could open up a Seleta shop in Recife once we are really up and running!

PRODUCT INSPIRATION

PRODUCT INSPIRATION