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.
3
TABLE CONTEN OFCONT BLE OF CONTEN
6
OVERVIEW
OF NTS TAB TENTS T F NTS 14
26
28
THE NEW SEGA
BRAND AUDIENCES
BRAND COMPETITORS
SEGA
5
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.
7
Always Strive for Improvement
8
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.
9
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
11
THE NE SEGA T NEW SE THE NE SEGA T
EW THE EGA THE EW THE NEW 6
14
26
28
OVERVIEW THE NEW SEGA
BRAND AUDIENCES
BRAND COMPETITORS
SEGA
13
KEYWORDS
improvement
14
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
15
KEYWORDS
community
16
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.
17
KEYWORDS
tenacity.
18
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.
19
BRAND GRID
SEGA used to be dependent, challenging, competitive, and accepting.
Past
SEGA
20
21
BRAND GRID
SEGA will also be independent, passionate, impactful and caring.
Future
SEGA
22
23
BRAND AUDIEN BRAND ES BRA AUDIEN
6
OVERVIEW
NCES AUDIEN AND NCES 14
26
28
THE NEW SEGA
BRAND AUDIENCES
BRAND COMPETITORS
SEGA
25
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.
26
INTERACTIVE
THOUGHTFUL
Age: 24 Occupation: Software Dev. Location: Germany Interest: Technology
Age: 42 Occupation: Psychologist Location: Peru Interest: Climbing
Â_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.
28
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.
29
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.
30
CHALLENGER
INDIVIDUALIST
Age: 47 Occupation: Salesman Location: Never in one place Interest: Traveling
Age: 29 Occupation: Artist Location: Tibet Interest: Human Nature
Â_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
31
BRAND ITORS B COMPET BRAND ITORS B
COMPET BRAND TITORS COMPET BRAND 6
14
22
28
OVERVIEW THE NEW SEGA
BRAND AUDIENCES
BRAND COMPETITORS
SEGA
33
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.
34
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.
35
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.
36
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.
37
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.
38
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.
39
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
40
41