GR.604 Visual Strategy Guide SEGA

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Visual Strategy Guide



VIsual strategy guide The Visual Strategy book gives us the opportunity to seek the proper information before developing the brand further. The research in this phase is vital to proceed.

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TABLE CONTEN OFCONT BLE OF CONTEN


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OVERVIEW

OF NTS TAB TENTS T F NTS 14

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THE NEW SEGA

BRAND AUDIENCES

BRAND COMPETITORS

SEGA

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BRAND OVERVIEW

Description

SEGA will become more pro-active in affecting peoples lives. SEGA has the opportunity to go beyond the games and focus on the player. Gamers tend to get carried away with the experience that they often forget about taking care of themselves. SEGA will focus on creating alternate ways for gamers to improve their quality of life outside of their hobby.

History

Sega was founded by Martin Bromley and Richard Stewart as Nihon Goraku Bussan on June 3, 1960. The company became known as Sega Enterprises, Ltd. after acquiring Rosen Enterprises, an importer of coin-operated games. Sega developed its first coin-operated game with Periscope in the late 1960s. In an effort to become a publicly traded company, Sega was sold to Gulf and Western Industries in 1969. Following a downturn in the arcade business in the early 1980s, Sega began to develop video game consoles, starting with the SG-1000 and Master System, but struggled against competitors such as the Nintendo Entertainment System. In 1984, Sega executives David Rosen and Hayao Nakayama led a management buyout of the company with backing from CSK Corporation.

90’s—SEGA advertisement for Gamer Gear TV.

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Always Strive for Improvement

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MISSION STATEMENT

Objective

Gaming has become fairly popular in the last decade, and it has attracted new interest. Gaming has the ability to “level up� our quality of life in many aspects. SEGA can make gaming a better experience for players without having to focus on the actual games. SEGA will continue to build on what goals and ambitions they have.

To push individuals to reach outside of their comfort zone and towards the goals and achievements that they have always striven towards.

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TIMELINE

1940

1982

1989

Americans to provide coin-operated machines

introduce an isometric view which simulates a

is launched in Japan. Genesis was mainly fo-

to the U.S military.

3D world.

cused on sports games which was its downfall.

Service Games was founded by three

SEGA releases zaxxon, the first videogame to

SEGA Genesis is released after the mega drive

1976

1986

memorable logos in the video game industry was

in sales. A technically superior system fails,

created, still remains unchanged.

because Nintendo has a lead in the market.

Famous SEGA logo created. One of the most

SEGA Master fails to surpass the Nintendo


2004

1992

SEGA merges with Sammy Corporation, the

GSP started its hard-hitting campaign in 1992

largest manufacturer of Japanese Pachinko

with the introduction of a slogan “Welcome to

machines. SEGA then becomes the largest

the Next Level.”

computer entertainment company in Japan.

1991

2001

2007

able to compete vesus Nintendo. Sonic would

“fastest selling console ever” and a successful

and action game. Fans become frustrated

sell 6 million copies of the SEGA Genesis.

launch. SEGA was forced to announce that it

at the gameplay, as it has degraded over the

would discountinue support for the dreamcast.

series. Losing much of its previous magic.

Sonic the Hedgehog allows SEGA to finally be

Although the Dreamcast was named the

Sonic is reborn in a 3D world, in a platformer

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THE NE SEGA T NEW SE THE NE SEGA T


EW THE EGA THE EW THE NEW 6

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OVERVIEW THE NEW SEGA

BRAND AUDIENCES

BRAND COMPETITORS

SEGA

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KEYWORDS

improvement

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These keywords helped establish the focus for the future of the brand.

Improvement “I still have trouble with this concept of this company that was our enemy that we fought tooth and nail against, and now they’re buddies!”

Video games have always had a progression system, where the player will always be in a constant state of improvement the more they play. Translating that away from video games, an individual can be involved in a process of self improvement through

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KEYWORDS

community

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These keywords helped establish the focus for the future of the brand.

Community "The campaign coincided with SEGA’s decision to introduce more uniform packaging for its products"

As a social species, we are always relying on others for support. SEGA will focus on community to help people achieve their goals.

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KEYWORDS

tenacity.

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These keywords helped establish the focus for the future of the brand.

Tenacity "...even though they ushered in that era, they did so in the most responsible way possible."

SEGA is known for being tenacious and finding a way for success. They have been beaten many times, and not given up.

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BRAND GRID

SEGA used to be dependent, challenging, competitive, and accepting.

Past

SEGA

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BRAND GRID

SEGA will also be independent, passionate, impactful and caring.

Future

SEGA

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BRAND AUDIEN BRAND ES BRA AUDIEN


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OVERVIEW

NCES AUDIEN AND NCES 14

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THE NEW SEGA

BRAND AUDIENCES

BRAND COMPETITORS

SEGA

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Brand Audience

The audience of the new brand will be individuals that are wanting to better their lives and the ones around them. Individuals interested in the journey rather than the destination.

A focus on individuals seeking to improve.

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INTERACTIVE

THOUGHTFUL

Age: 24 Occupation: Software Dev. Location: Germany Interest: Technology

Age: 42 Occupation: Psychologist Location: Peru Interest: Climbing

­_Adrian does just about everything with technology. He recently found a job in software development.

_Ignacio loves to be in a constant state of improvement, because in the past he overcame a lot of challenges.

_Commutes to work by train, which is time that he uses to watch videos online.

_He is an analytical individual with a perceptive mind, because he has a thoughtful personality.

_Became obsessed with technology, because of how it affected his childhood.

_His curiosity is one of his strengths, but he just doesnt know when to stop searching.

_Adrian was an only child, because of that he learned to be comfortable alone.

_Healthy living is one of his priorities, because he enjoys staying on top of his game.

_Spent his childhood obsessing with the virtual world, and how seemingly endless it was.

_Always looks for clean solutions to his problems.

Adrian Becker

_Plays video games during his free time, because he enjoys challenging himself with difficult games. _Socializes with his friends mostly online and through video games.

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Ignacio Diaz

_Finds ways to keep his mind and his body active. _Particularly interested in the fundamental nature of things.


INSPIRING

EMPOWERING

Age: 28 Occupation: Engineer Location: Britain Interest: Carpentry

Age: 36 Occupation: Teacher Location: Canada Interest: Social Activities

­_Alice is intuitive in the way she sees the world, because she always does what feels right to her.

_Teaches 8th grade social studies, because he knows the importance of social impact.

_Active rather than reactive. Whenever she sees that her friends are in need, she will always make them something to make life easier.

_”Ideas that connect us are always worth sharing.” Is something he always tells his students.

Alice Walker

_Active in helping those in need, and helps out the local puppy shelter taking care of some dogs in the weekend.

Isaiah Stevens

_Stays up late grading school work, because he knows that his students are important.

_Has a powerful personality, which can at times be overwhelm others.

_Coordinates the Community Action Service team in school, because he knows that the younger generation has the impact to change.

_An avid activist for equality, because of her intuitive nature.

_Hasnt been able to keep up with his interests recently, because of his schedule.

_Is more aware of other peoples problems, which makes her forget about herself, bacause she spends more time on others’ needs.

_Wishes to one day become a father, because he knows how important it is for his wife.

_Is afraid to tell people “No,” because she worries more about others.

_He and his wife work until late, which has caused them to lose passion for each other and themselves.

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INDEPENDENT

IDEALIST

Age: 17 Occupation: Student Location: South Korea Interest: Music

Age: 31 Occupation: Nurse Location: Austria Interest: Dancing

_Has been bullied at school, but is afraid of telling her family, and teachers, because of her insecurities.

_Yolanda has been an idealist since she was a kid.

Jeong Kim

_Attends public speaking class in school, because her counselor convinced her to. _Plays music with her friends on the weekends, because its one of the ways she has been able to make friends. _Competitive student that excels in her classes, largely because of her parents.

Yolanda Bauer

_She was forced by her parents to attend medical school. So she became a nurse. _Keeps to herself for most of the time, but is open to people that are close to her. _Dances to liberate herself from stress, her work is very stress inducing.

_Plays music to be able express herself comfortably.

_Wanted to be a dancer when she was a kid, because she has always been passionate about it.

_Experimentally minded and not afraid of trying new things, because she is an open minded individual.

_Interested in harmony and cooperation, because she enjoys working together with others.

_She met her friends, because of how loud she played her music.

_Can sometimes take feedback too personally, because she is too focused on the big picture.

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CHALLENGER

INDIVIDUALIST

Age: 47 Occupation: Salesman Location: Never in one place Interest: Traveling

Age: 29 Occupation: Artist Location: Tibet Interest: Human Nature

­_Self motivating individual always ready to take challenges head on, because he does the best he can with what he is given.

_A free person, which was one of the forces that caused her to become an artist.

Andy Garcia

_Plans all of his travel trips in conjunction with his work, since _He moves every 3 months because of his work. _Keeps his mind clear of negativity as it could affect his work, which could make his living situation more difficult. _Upbeat, structured, extroverted, leader. _Will lead a team when necessary, but is always willing to take a secondary role.

*Outside of Audience

Chloe Adams

_Always seeks answers on her own. _Holds the power to her own future, which she believes she can manipulate. _Studies people characteristically, so that she could improve her art. _Grows her own food in her garden. _Will go great lengths to improve the soul of her art. _Her individualistic behaviour tends to make her focus on what she believes. Not easily manipulated by others.

*Outside of Audience

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BRAND ITORS B COMPET BRAND ITORS B


COMPET BRAND TITORS COMPET BRAND 6

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OVERVIEW THE NEW SEGA

BRAND AUDIENCES

BRAND COMPETITORS

SEGA

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COMPETITORS

Current competitors are competitors are involved in the same field. In this case, these companies provide products or services related with gaming.

Current RockStar

Ubisoft

Rockstar Games, Inc. is an

Ubisoft Entertainment SA is a

American video game publisher

French video game company

based in New York City. The

headquartered in Montreuil with

company was established in

several development studios

December 1998 as a subsidiary

across the world.

of Take-Two Interactive.

Nintendo

Activision

Nintendo is one of the world’s

Activision Publishing, Inc. is

largest video game companies

an American video game pub-

by market capitalization, creating

lisher based in Santa Monica,

some of the best-known and top-

California. It currently serves

selling video game franchises

as the publishing business for

of all-time, such as Mario, The

its parent company, Activision

Legend of Zelda, Animal Cross-

Blizzard, and consists of several

ing, and PokĂŠmon.

subsidiary studios.

Bandai Namco

Electronic Arts

Bandai Namco Entertainment,

Electronic Arts Inc. is an

Inc. is a Japanese multina-

American video game company

tional video game developer

headquartered in Redwood City,

and publisher, headquartered in

California. It is the second-

Minato-ku, Tokyo.

largest gaming company in the Americas and Europe by revenue and market capitalization after Activision Blizzard.

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Bethesda

Konami

Bethesda Softworks LLC is an

Konami Holdings Corporation

American video game publisher

is a Japanese entertainment

based in Rockville, Maryland.

and gambling conglomerate. It

The company was founded by

operates as a product distribu-

Christopher Weaver in 1986 as

tor, video game developer and

a division of Media Technology

publisher company. Konami has

Limited, and in 1999 became a

casinos around the world and

subsidiary of ZeniMax Media.

operates health and physical fitness clubs across Japan.

Square Enix

THQ Nordic

Square Enix Holdings Co., Ltd.

THQ Nordic GmbH is an

is a Japanese video game devel-

Austrian video game publisher

oper, publisher, and distribution

based in Vienna. Formed in

company known for its Final

2011, it is the primary publishing

Fantasy, Dragon Quest, and

subsidiary of Embracer Group.

Kingdom Hearts role-playing video game franchises, among numerous others.

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COMPETITORS

Adjacent competitors are competitors that are involved in similar fields. In this case, these companies provide products or services related to entertainment.

Adjacent HBO

Netflix

HBO is an American premium

Netflix, Inc. is an American

television network owned by

media-services provider and pro-

Home Box Office, Inc., a subsid-

duction company headquartered

iary of WarnerMedia Entertain-

in Los Gatos, California, founded

ment.

in 1997 by Reed Hastings and Marc Randolph in Scotts Valley, California.

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Sony

Samsung

Sony Corporation is a Japanese

Samsung is a South Korean mul-

multinational conglomerate

tinational conglomerate head-

corporation headquartered

quartered in Samsung Town,

in Kōnan, Minato, Tokyo. Its

Seoul. It comprises numerous

diversified business includes

affiliated businesses, most of

consumer and professional elec-

them united under the Samsung

tronics, gaming, entertainment

brand, and is the largest South

and financial services.

Korean chaebol.

Microsoft

TBS

Microsoft Corporation is an

TBS is an American subscrip-

American multinational technol-

tion television network that is

ogy company with headquarters

owned by AT&T’s WarnerMedia.

in Redmond, Washington. It de-

It carries a variety of program-

velops, manufactures, licenses,

ming, with a focus on comedy,

supports, and sells computer

along with some sports events,

software, consumer electronics,

including Major League Baseball

personal computers, and related

and the NCAA Men’s Basketball

services.

Tournament.


CartoonNetwork

Nickelodeon

Cartoon Network is an American

Nickelodeon is an American

pay television channel. The

pay television channel which

channel was launched on

was launched on December 1,

October 1, 1992, and primarily

1977, as the first cable channel

broadcasts animated television

for children. It is owned by Via-

series, mostly children’s pro-

comCBS through its domestic

gramming, ranging from action

networks division and is based

to animated comedy.

in New York City.

MTV

Disney

MTV originally aired music

The Walt Disney Company, com-

videos as guided by television

monly known as Disney, is an

personalities known as “video

American diversified multina-

jockeys� (VJs), but in the years

tional mass media and entertain-

since its inception, the network

ment conglomerate headquar-

significantly toned down its fo-

tered at the Walt Disney Studios

cus on music in favor of original

complex in Burbank, California.

reality programming targeting teenagers and young adults.

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COMPETITORS

Aspirational competitors are competitors are competitors that have displayed a positive outlook towards personal growth, inspiring people to develop themselves towards their goals and achievements.

Aspirational FitBit Its products are activity trackers,

Second Nature To help the world build healthy

wireless-enabled wearable tech-

habits. Help people take control

nology devices that measure

of their health and save our

data such as the number of

NHS. By combining behavioural

steps walked, heart rate, quality

science with smart technology

of sleep, steps climbed, and

and incredible people to tackle

other personal metrics involved

the epidemic of chronic lifestyle

in fitness.

diseases once and for all.

BetterUp

Nike

To help people discover greater

The “Just Do It” campaign

purpose and passion at work-

launched in 1988 was highly

This isn’t only about doing the

successful, with the company

right thing for people. It’s about

defining the meaning of “Just Do

making our world a better place.

It” as being both “universal and

When we match passion with

intensely personal.”

a strong sense of purpose, we perform far better.

SkillShare

Coursera

Skillshare is an American

Coursera was founded in 2012

online learning community for

by two Stanford computer sci-

people who want to learn from

ence professors with a vision

educational videos. The courses,

to provide anyone, anywhere

which are not accredited, are

with access to the world’s best

available through subscription.

education. Professors Daphne

The majority of courses focus on

Koller and Andrew Ng put

interaction rather than lecturing,

their courses online for

with the primary goal of learning

anyone to take.

by completing a project.

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World Learning

WW

For more than 85 years, World

WW International, Inc., formerly

Learning has equipped individu-

Weight Watchers International,

als and institutions to address

Inc., is a global company head-

the world’s most pressing

quartered in the U.S. that offers

problems. We believe that, work-

various products and services to

ing together with our partners,

assist in healthy habits, includ-

we can change this world for

ing weight loss and mainte-

the better.

nance, fitness, and mindset

Creo

EXOS

Creo is Latin for “create�. We

The company focuses on proac-

create change in the health and

tive health and performance.

well-being of participants. Our

Also offers training and nutrition

unique mobile first/native mobile

services.

app program can combine all your benefit initiatives and niche solutions into a single source or has the flexibility to be an aggregator for established vendors.

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DESIGNER:

Wagner Soares PHOTOGRAPHY:

Unsplash.com TYPOGRAPHY:

Geom, Turnpike, Neue Haas Unica DISCLAMER:

This is a student project and does not reflect any real changes made to the SEGA brand. This project has no affiliation with the SEGA brand. WEBSITE:

lvlup.space

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