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Brief 4 Branding and Promotion for Tom Bent The Brief The brief was initially the branding and promotion of a third year furniture student who was planning to set up his own business following graduation. As the brief progressed a decision was made to focus on his personal branding and promotion with a view to gaining employment. This was an opportunity to collaborate and work on a live brief, which resulted in exploring both print and digital based outcomes. Products

| Brand and Identity.

Range

| Print — Business Cards, stationery, Look book Online — Portfolio website Distribution | Prospective Furniture Makers Harrogate Flower Show British Contract Furnishing Association

Logo Concept and Tone of Voice Tom’s practice is inspired by the Arts and Crafts movement particularly the American Furniture Designer and Maker, Gustav Strickley. This period extolled the virtues of handcrafted objects, simple design and solid, natural materials. The consistent theme across the movement is authenticity and nature. The logo design and identity were heavily inspired by this from the serif typeface, Cheltenham to the oak leaf and acorn logo design. The motif was designed to be applied across a range of print and online promotional material as well as actually be a ‘mark of quality’ which could be applied in resin to Tom’s furniture.

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Brief 4 Branding and Promotion for Tom Bent Promotion and Distribution A range of print collateral was designed including a formal CV, a CV and Portfolio Booklet and a Portfolio Presentation Folder. The Business Cards draw inspiration from Tom’s work, laser cut and oak veneered with resin inlay. They fit well with the strapline ‘Hand Crafted by Tom Bent’. Going forward the plan is to extend this idea to wooden mats to send with the CV to prospective employers. The stock used is GF Smith 175gsm Mid Green and 120gsm Cairn Straw White sourced from The Paperback Coop based in London. This paper has a lovely grainy texture which fits well with the whole identity. The colours: %

C

Logo

66 31 100 14

Body copy

0

M 0

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0 60

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Brief 4 Branding and Promotion for Tom Bent Target potential employers A simple CV and portfolio mailer was designed. The mailer needed to be simple and low cost so going forward Tom will still be able to reproduce these himself. The business cards act as a real example of Tom’s creative skills and the Photographs provide a snapshot of his furniture making and design skills. A Personal Statement and quote from William Morris assist with setting the scene in order personalise Tom. I also a tasked Tom with identifying three potential workshops/studios which he would send these to. These are: Gaze Burvil www.gazeburvill.com/ Blue Forrest www.blueforest.com/ Andrew Lawton www.andrewlawton.co.uk/

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Brief 4 Branding and Promotion for Tom Bent Online Presence Due to lack of funds it was not possible for Tom to purchase a personal URL or website so we compromised and opened a Cargo Account. I also encouraged Tom to create a slicker email account. www.cargocollective.com/TomBent/. In addition we have added Tom’s Portfolio and CV to the BCFA website, The British Contract Furnishing. The BCFA today is a global business association for the contract furnishing industry, covering the full spectrum of products and services. Its members are leading manufacturers, suppliers and designers of furnishing services for commercial buildings throughout the UK and in many world markets. They include: hotels, restaurants, offices, schools & universities, hospitals, care homes, cruise ships, outdoor spaces, sporting and leisure venues in fact anywhere outside the domestic housing market. www.thebcfa.com/student_profiles.html

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Brief 4 Branding and Promotion for Tom Bent Harrogate Flower Show The Harrogate Flower Show is a biannual gardening event which features show gardens, gardening shopping and provides space for exhibitors. Tom’s furniture is targeted at an audience with a high disposable income, potentially retired couples looking for a quality hand crafted, unique product. Tom’s exhibition stand would have the inviting strapline’ Take the weight off your feet’ and in keeping with one of his designs be surrounded by fragrant lavender plants. This will create a calm relaxing area which invites people to chat with Tom and learn more about his furniture and skills.

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Brief 4 Branding and Promotion for Tom Bent Harrogate Flower Show – Print Collateral A range of postcards showcasing Tom’s furniture and including contact and website details. A range of product tags showcasing Tom’s design ethos and practice. The tag will explain the Oak Leaf as a ‘mark of quality’. A range of ‘giveaway’ lavender seed packets which features details of Tom and his practice.

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