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REBRANDING

PROJECT BOOK & STYLE GUIDE


There is a broad Green Gap — a gulf between consumers’ stated beliefs about sustainability and their real-world behavior. - Bennett & Williams


CONTENTS

Introduction

SECTION 1.0

SECTION 2.0

RESEARCH

DEVELOPMENT

6

Green Living 2.0

10

Research Paper

30 Introduction

7

Seed of Inspiration

20

SWOT Analysis

31

22

Creative Brief

32 Personas

24

Target Market

34

26

Campaign Brief

36 Logo

Competitive Survey Moodboard & Toolbox

38 Print 40 Interactive 42 Motion

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REBRANDING UPCYCLE PRODUCTS


SECTION 3.0

SECTION 4.0

STANDARDS

SOLUTIONS

References

46 Introduction

66 Print

76 Research Paper

47 Color

68

Collateral: Paper

77 Images

48 Typography

69

Collateral: Digital

49

70 Interactive

Brand Voice

50 Logo

71

56 Imagery

72 Uniform

57 Textures

73

Vehicle

58 Print

74

Promo Items

Smart Phone App

60 Interactive 62 Motion

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INTRODUCTION

Green Living 2.0 This project book presents the rebranding of Upcycle Products, a manufacturer committed to both educating and equipping mainstream consumers in green living practices. The primary goal of the Green Living 2.0 campaign endeavors to compel the apathetic intentions of the mainstream consumer into enthusiastic active participants. By enlarging the scope of accessibility to Upcycle’s products through a new marketing approach, which includes an improved brand identity, e-commerce enabled website, a prolific social media presence by means of a blog, DIY projects and online workshops, the campaign will close the gap between the idea of green living perceived as a niche belief to into normal behavior. The following presentation outlines the germination of ideas to the blooming of final solutions, covering topics of research, brand development, brand standards and design solutions.

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The Seed of Inspiration

Survey a group of people, asking â&#x20AC;&#x153;What is Green Living?,â&#x20AC;? and you will get a diverse set of explanations, opinions and reactions. That is the precise question I asked myself having just uprooted from the evergreen forest of Seattle Washington and transplanted to the pink desert of Phoenix Arizona. Ironically it was neither the intense sun nor the dry heat that was the obvious difference between the two geographic locations. It was the societal attitude toward green living. The conundrum is what prompted me to pursue the opportunity to focus on rebranding Upcycle Products as my thesis topic for the Media Design progression at Full Sail University.

The Green Living 2.0 campaign magnifies how Upcycle Products operates as an eco-conscious business entity by updating how they present the brand, products and services to the mainstream consumer marketplace. -Yvonne Hodges

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SECTION 1.0

Research 10 Research Paper 20 SWOT Analysis 22 Creative Brief 24 Target Market 26 Campaign Brief


RESEARCH

REsEARCH PAPER Abstract Over 80% of American consumers say they have intentions to “go green” but their actions prove otherwise. Upcycle Products has the opportunity to decrease that percentage. As an eco-conscious manufacturer of green products committed to both educating and equipping consumers to effectively integrate green living practices into their modern lifestyles, they are a testament to leading by example. Upcycle Products has exercised sustainable business methods from its 2001 inception. By reclaiming discarded food barrels from regional food manufacturers and repurposing the useful containers as rain barrels and composting tumblers, Upcycle has risen to be the number one manufacturer of this “green” rain barrel. In 2008, Upcycle’s efforts alone kept nearly 160,000 pounds or 80 tons of plastic out of landfills in the “Chicagoland” area (Upcycle, 2009). The integrity and principles of Upcycle Products present them as an ideal candidate for large retailers seeking to partner with manufactures that adhere to sustainable

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REBRANDING UPCYCLE PRODUCTS

business methods. A focused rebranding campaign of Upcycle Products will enable that alliance to happen. The rebranding of the company will include new brand identity, entailing an updated logo, new color palette, an e-commerce site, print campaign, as well as social media presence. A new marketing approach will aim to enlarge the accessibility of Upcycle’s green products by positioning them at familiar shopping locations in an effort to compel green living practices from being perceived as a niche belief to normal behavior. The campaign will present a stronger Upcycle Products brand, one that will address consumer needs and retailer expectations in the mainstream marketplace. By capitalizing on the merit of the current Upcycle Products brand the campaign will distinguish them from their current competitors by presenting green products and green practices that truly make a difference in relieving the environmental stress of the planet on a national scale yet at a local level.


Upcycle Products Brand Upcycle Products Inc. is a manufacturing company committed to energy and water conservation, as well as the reduction of solid waste sent to landfills. Upcycle Products defines: The term Upcycle is a reinvestment in the environment. In the simplest terms, upcycling is the practice of taking something that is throwaway and repurposing it into something of greater utilization and intrinsic worth, in its second life, which is what we do here at Upcycle Products (Upcycle, 2009).

More than ever, employees, investors and consumers are looking to the companies from which they buy, invest in, and work for to join them in addressing the critical sustainability issues of the day in innovative ways.

Upcycle Products has successfully constructed a business from collecting used food barrels from food manufacturers for the objective of upcycling the useful container into a rain barrel. The company is rooted in sustainable business practices, and strives to educate the consumer marketplace on green living practices that make a difference to the environment and to consumer pocketbooks through offering free workshops and seminars on water conservation and sold waste reduction.

- Judy Henderson

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RESEARCH

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Company Roots Upcycle Products Inc. was established in 2001 by husband and wife team, Richard and Linda Fielding. The company headquarters is located in a suburb to the Southwest of Chicago, in the small town of Minooka, Illinois. Upcycle began as the result of the Fieldingâ&#x20AC;&#x2122;s losing a significant portion of their fruit trees, perennial gardens, vegetable, and berry patches after a summer of water bans. Upcycle Products has developed progressively reaching into the local communities through garden clubs and municipal campaigns to equip consumers with knowledge and proven products needed to integrate green living into mainstream consumer lives. In the last 10 years the company has steadily grown to become the largest manufacturer of upcycled rain barrels in the U.S.

and conscious efforts taken in heating the factory along with fuel used for the vehicles (Upcycle, 2009).

From its inception Upcycle has practiced what it preached, green living, from the use of rainwater to clean the barrels with PH neutral soaps that are friendly to the environment, to extending their efforts to maintain a small carbon footprint through the use of CFL lighting,

Although Upcycle has made no public strides toward evolving into a mainstream supplier, the company is an ideal candidate positioned as a valuable business asset to large eco-conscious retailers because of their business philosophy of no waste.

REBRANDING UPCYCLE PRODUCTS


Familiar Brand vs. Green Brand Industry Truth

27% 73%

Opt for mainstream brand Willing to buy from green brand

A history of poor performance â&#x20AC;&#x201C; or at least the perception of it â&#x20AC;&#x201C; among lesser-known brands prevents consumers from taking the leap.

Upcycle possesses all the characteristics of a successful supplier and manufacturer of green products for the mainstream marketplace, however in order to acquire industry recognition and consumer trust, Upcycle will need to expand their brand and increase product accessibility through large retailers. The partnership with established large eco-conscious retailers is an essential component to the rebranding campaign due to the fact that research has indicated that mainstream consumers: When asked if they would rather purchase the environmentally responsible product from a familiar brand or purchase a product from a company who specializes in being green, 73% of Americans opted for the known, mainstream brand. A history of poor performance--or at least the perception of it--among lesser-known brands prevents consumers from taking the leap (King, 2011).

- Barbara King

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RESEARCH

Topographic Map of the Green Gap 100 % of Americans 18 % Green Rejectors 82 % Americans w/ Green Intentions

82 % Americans w/ Green Intentions 16 % Dedicated to Fulfilling Intentions 66 % Green Middle Ground

66 % Green Middle Ground 33 % Do what they can when Affordable 33 % Believe Green Living is Hype

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Industry Topography The opportunity to reach a greater customer base, expand their business, and bring awareness to the positive impact that green living practices have on society and its economy must also factor into the equation of the problem that currently exists in selling green products in the mainstream marketplace the following:

1. A general lack of understanding by the public of green terminology. 2. Fall out generated from Green Washing by brands, retailers, suppliers and industries, also failed green marketing strategies and high product price point. 3. The fact that most Americans view going green as “more feminine than masculine.” 4. Consumers believe green products are targeting somebody else, specifically the fringy hippies and not people like “them.”

All of which have created consumer confusion and

distrust fueling what research experts are calling the Green Gap. OgilvyEarth’s published study in April of 2011 has confirmed that, “There is a broad Green Gap — a gulf between consumers’ stated beliefs about sustainability and their real-world behavior” (Bennett & Williams, 2011, p.121). In that same paper, OgilvyEarth revealed that, “82 percent of Americans have good green intentions but only 16 percent are dedicated to fulfilling these intentions and over half feel guilty about their lack of action” (Byrne, 2011). Which leaves 66 percent of the population in the middle ground, and of the 66 percent half believe the concerns of the current environmental state to be hype and don’t want to adopt green living, while the other half do what they can when it is affordable. This is where Upcycle is most needed, to reach out to the middle mainstream consumer. (See illustration on p.14)

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RESEARCH

Hardscaping the Brand As more large eco-conscious retailers seek business partnerships with manufacturers and suppliers that operate their businesses sustainably, it becomes even more important that Upcycle Products present their brand as a fully realized entity. To help consumers understand and take the leap of faith on the Upcycle Products brand, it is necessary to analyze their business philosophy and from it, define the purpose of Upcycle Products, where the company is headed and how they plan to arrive there. What encourages consumers to become loyal to brands is a consistent experience when buying and using a product. Brand guru Marty Neumeier eloquently emphasizes that, “the foundation of a brand is trust. Customers trust your brand when their experiences consistently meet or beat their expectations” (Neumeier, 2006). Part of crafting that brand experience is rooted in clearly defined key tenets of the brand, which will be taken

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directly from the existing company philosophy, reimagined and then outlined into a company mission and vision statement. Being that the current company philosophy of Upcycle Products is a synthesis of sustainable business operations and green practices, it is suggested that the following key tenets, mission and vision statement be considered in solidifying the brand essence as the foundation of the rebranding campaign. (See illustration on p.17) These three business elements greatly influence the brand strategy that the Upcycle Products rebranding campaign will embody. As design consultant Alina Wheeler clearly states, “Brand strategy builds on a vision, is aligned with business strategy, emerges from a company’s values and culture, and reflects an in-depth understanding of the customer’s needs and perceptions” (2009, p.12).


Brand Mission hoNoraBLe

Key Tenets

To actively promote sustainable living practices through the repurposing of throwaway items into usable manufactured products of intrinsic worth in an effort to diminish the current environmental impact of modern living customs.

Brand Vision ImagINatIve

carINg

To significantly reduce the amount of waste sent to landfills through the practice of upcycling usable materials and enthusiastically educate consumers how sustainable living makes a difference to the environment, while continually seeking innovative and valid products, which add value to the Upcycle Product brand, the environment as well as everyday living.

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RESEARCH

Focus on changing behavior instead of changing attitude, values and beliefs... we need to embrace the simple fact that if we want green behaviors to be widespread, then we need to treat them as mass ideas with mass communications, not elite ideas with niche communications. - Bennett & Williams

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Softscaping the Brand In order to entice and assemble consumers as a part of the Upcycle Products clan, each of the design elements, the new logo, typography, imagery, print, redesigned website, phone app and social media will personify a nurturing and fun-loving masculine tenor which will be consistent throughout each application. The synthesizing of marketing mediums will assist the rebranding campaign of Upcycle Products to strengthen and expand the brand, while equipping Upcycle Products to function competitively within the mainstream consumer retail avenues.


Conclusion In the course of fostering a great brand experience for both mainstream consumers and large retailers, Upcycle Products Green Living 2.0 rebranding campaign is appealing to a mass market increasingly aware of the environmental stress on the planet. Upcycle Products is a company dedicated to providing green products that address a human problem as well as an environmental one. To borrow from Mahatma Gandhi, Upcycle Products is being the change they want to see in the world. Their products tell their environmental story for them. This rebranding campaign addresses the importance of repositioning the Upcycle brand with in the mainstream marketplace as well as providing the company with the tools to succeed in achieving both the mainstream consumer needs of accessible green products, and capitalizes on the marketplace opportunity for the Upcycle brand to partner with large eco-conscious retailers seeking suitable green manufacturers. Research has proven that the mainstream consumer is seeking

familiar retail venues and trusted brands to purchase green products from. To sway mainstream consumers good intentions into green action, the Upcycle Products rebranding campaign will highlight their simple green products in familiar retailers at an affordable price, to accompany everyday life, which address some of the global environmental problems at a local level. The bulk of this brand experience will be executed through the application of the solidified brand essence via a distinguished visual identity that embraces each design element, campaign touch point, and marketing medium. Upcycle Products brand is a prime candidate to fulfill the mainstream marketplace expectations, and to assist in implementing green living belief into behavior. By enlarging the scope of their brand presence within the mainstream marketplace, Upcycle Products will be perceived as a valuable asset for both consumer home front and retail storefront.

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RESEARCH

sWOT AnAlYsis Objective EXAMINE industry trends to improve brand and opportunities for growth

ANALYZE areas to improve and strengthen competitive advantage

ESTABLISH compelling message for brand development and awareness

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STRENGTHS

WEAKNESSES

Number one manufacturer in USA

Poor website and branding

Competitive pricing

Limited product variety

Easy to set up rain barrel system

Product not aesthetically pleasing

Expanding offered upcycled goods

Do not sell product from website

Provide local workshops & seminars

Limited range for workshops & seminars

Strong â&#x20AC;&#x153;greenâ&#x20AC;? business philosophy

Lack of brand recognition

OPPORTUNITIES

THREATS

Develop e-commerce website

State regulations on rain barrels

Develop active Social Media presence

Retailers with product on site

Online workshops & seminars

Company offering same rain barrel

Supply chain retailers

Established brands selling green barrels

Cause marketing with green brands

Consumer distrust of unknown brand

Home & Garden shows nation wide

Consumer apathy toward green living


Summary The lack of product accessibility and current branding weakens Upcycleâ&#x20AC;&#x2122;s ability to compete in the current marketplace. Expanding the reach of the brand while capitalizing on their enthusiasm to promote responsible stewardship of the environment through the proven avenues of education and practical products to the increasing green living lifestyle will benefit everyone. With rebranding the logo, website and developing stronger tools for education via online videos and a blog, the brand will become a cornerstone to mainstream green living. A clearly defined brand essence and compelling green look will strengthen the integrity of their current business methods in the target audiences minds. It will also prove to the corporate world that upcycling is profitable, that it is worth integrating green living solutions plus encourage other companies committed to green living to follow suit.

Action Plan BRANDING 1. Clarify company philosophy into a defined brand essence 2. Redesign a look people recognize and remember as green 3. Target mainstream consumer 4. Branding that inspires active participation

ADVERTISING 1. Promote ease of green living at home 2. Create awareness and brand recognition 3. Help increase green living participants within U.S.

EXPANSION 1. Create partnerships with large retailers 2. Expand regional presence on East and West Coasts of U.S. 3. Expand brand offerings to increase green living participants

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RESEARCH

CREATiVE bRiEf Company Overview Upcycle Products Inc. was established in 2001 by husband and wife team, Richard and Linda Fielding. The company headquarters is located in a suburb to the Southwest of Chicago, in the town of Minooka, Illinois.

Upcycle Products has developed progressively reaching into the local communities through garden clubs and municipal campaigns to equip consumers with knowledge and proven products needed to integrate green living into mainstream consumer lives. In the last 10 years the company has steadily grown to become the largest manufacturer of upcycled rain barrels in the U.S.

Brand Mission To actively promote sustainable living practices through the repurposing of throwaway items into usable manufactured products of intrinsic worth in an effort to diminish the current environmental impact of modern living customs.

Brand Vision To significantly reduce the amount of waste sent to landfills through the practice of upcycling usable materials. To enthusiastically educate consumers how sustainable living makes a difference to the environment. To continually seek innovative and valid products, which add value to the Upcycle Product brand, the environment as well as everyday living.

Our philosophy is that nothing is thrown out or not used in some product we make. - Upcycle Products

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Brand Attributes

Brand Features

Sustainable Competitive Advantage

Easy to set up

Upcycle Products minimally modifies all manufactured green goods to maximize effectiveness in sustainable business practices.

Satisfaction of instantly living greener, along with saving space in landfill by repurposing a useful barrel. This adds to the consumers sense of being ecologically responsible.

Unique Selling Proposition The only manufacturer of green garden equipment that offers informative seminars on solid waste reduction and water conservation for both eco-conscious retailers and consumers in the U.S. who desire to implement green living solutions.

Positioning Statement

Save money Save energy and reduce your water bill while you reduce local water run-off stress to environment. This appeals to their practicality and adds to their bottom line

Free workshops / seminars

For the American consumer, Upcycle Products is the online green resource that delivers practical products, simple solutions and relevant answers to implement effective sustainable living that adds to their bottom line.

People want to be informed and educated on what practices and products will maximize their efforts to effectively reduce the stress put on the environment. This compels the apathetic intentions into enthusiastic participation in closing the green gap.

Call to Action

Copy Message

To increase the population of green living participants and product sales.

You make it fun. We make it easy.

To direct consumers to the website and raise brand awareness of Upcycle Products.

Integrate Green Living Solutions.

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RESEARCH

Target Market

Key Tenets

Demographic

The values, culture, company philosophy, brand mission and vision are all rooted in the essence of these three words; caring, imaginative and honorable. They embody the fiber of what Upcycle does and who they are. Transforming throw-a-ways that would take up space in landfills, into useful environmental friendly equipment.

Mainstream consumers both male and female in the continental U.S. of all ethnicity. Ages 18-60+, with an average income range of 40-100K. Occupations span both blue and white collar, most of whom have a post secondary degree.

Caring about the environment, caring about manufacturing goods that benefit the consumer, caring about teaching and equipping people with both knowledge and skills to simplify green living for the difficulties of everyday life is what inspires Upcycle Products.

These consumers are home owners, pet owners, and community opinion makers. They are active voters of both the Democrat and Republican parties. Interested in a healthier lifestyle, they recycle, buy organic and fairtrade goods. They are curious about alternative energy and volunteer at animal shelters, homeless shelters and support military veterans.

Imaginative is what is required to repurpose an object that was originally designed for a different job. Honorable is the fiber of the company. The people, the goods and the reason for what they do, is rooted in honest doing.

Clubs & Tribes Shop at PCC, Whole Foods, Camp & Hike

& Trader Joes

Wine Lovers & Micro Brew Fans

Composter & Gardeners

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Shop Farmer Markets

Train for Marathons to Support Causes


Caring

Imaginative

Readers & Theatre Goers Take-on DIY Projects

Support Community Gardens

Honorable

Parks & Trails 25 PROJECT BOOK & STYLE GUIDE


RESEARCH

CAMPAiGn bRiEf Campaign Objective >> The rebranding campaigns primary objective is to reconstruct the Upcycle Products brand in order to place it competitively within the green industry marketplace. >> Rebranding venture will include broadening the Upcycle brand market to include the mainstream retail marketplace of the continental U.S., concentrating on the e-commerce segment which targets the apathetic consumer with green intentions.

Campaign Goals To reposition and increase brand awareness to a growing audience of mainstream consumers interested in green / sustainable living. Measured Success Overall: will be gauged by the increase in sales via the new e-commerce site, retailers wishing to carry the Upcycle brand product in their stores, as well as customers feedback. Measured Success Initially: impressions via feedback of logo, website, educational materials, blog comments, inquiries for more info. or assistance in coordinating fund-raisers, etc.

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>> Campaign will raise national awareness to Upcycleâ&#x20AC;&#x2122;s enthusiasm for education on water conservation and waste reduction, which will be featured as online workshops and seminars. >> Campaign aims to evoke a friendly conversational masculine tenor, with a casual informative style, generating a sincere enthusiasm for green living. >> New brand image will present a weathered and worn aesthetic to the textures and typography. The color palette will embrace a diverse range of colors found in nature (other than green), which will span every campaign touch point.


Campaign Scope Solidified Brand Essence The current Upcycle brand has a successful business philosophy which defines the culture of both the company and the consumers in the green living marketplace. Delineating a company mission and vision statement referencing the existing philosophy and brand key

tenets will integrate the culture and values of Upcycle Products into an sturdy brand essence. Thus by building a bigger business model to accommodate the increase in green living participants the Green Living 2.0 campaign will begin to close the Green Gap.

Redesigned Logo The existing logo is weak and forgettable. It neither accurately personifies the brandâ&#x20AC;&#x2122;s enthusiasm for green living nor does it convey the intention of the brand to include additional upcycled goods offered by Upcycle Products.

Redesigned E-commerce Website

in the Community section of the site. Consumer reviews will assist in generating a credible influence to encourage others to purchase products offered by the Upcycle brand and to join in the community programs attached to this rebranding campaign. Embracing the revitalized brand identity, a new online shop featuring the full line of rain barrels, accessories and other upcycled goods objectively decreases the distraction of other competing non-green products from the purchasing experience. Customers will no longer be redirected to different vendors to purchase goods. Ease of access to the information and educational content will greatly increase market share of all manufactured goods and services offered. Augmenting the products with the online workshops and seminars, along with the merits of integrating green living coupled with demonstrating how the product works will significantly increase the consumer leads into paying customers, thereby maximizing customer satisfaction.

The current website is outdated and clichĂŠ. It will need to be updated and redesigned to accommodate the new business model and brand expansion. The optimization to the rebranding position resides within the online experience of the Upcycle Products brand. The goal of the new site is to increase the scope of the brand and acquire brand loyalty through the useful content and persistent encouragement to integrate green living through simple practices beyond the garden equipment offered by Upcycle Products.

Create Advertising

The average customer is estimated to visit the website at least twice a week to read the latest articles, blogs and community program updates as well as reference the DIY projects and post questions

Flash drives, shopping bags, hoodies and water bottles that meet green standards will also serve to communicate the enthusiasm of the Upcycle Products brand.

Marketing will also aid in reiterating to the consumer both the shortterm and the long-term return on investment when purchasing upcycled products. A print campaign will run in national and regional home and garden magazines. A series of web-based ads will also be featured to introduce Upcycle Products to the mainstream retail marketplace.

Promotional Items

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SECTION 2.0

DEVELOPMENT 30 Introduction

31 Competitive Survey 32 Personas 34 Moodboard & Toolbox 36 Logo 38 Print 40 Interactive 42 Motion


DEVELOPMENT

Brand Development Research turned over the fallow potential of the current Upcycle Products brand. The apparent truth of the green industry, the mainstream consumer and the future Upcycle brand was brought to light as a result. The next segment of the rebranding campaign fosters the opportunities and strengths discovered. First with continued analysis of the competition and then progressing to developing the distinctive unifying idea. One that will join each campaign touch point into a multifaceted charismatic brand. The following content presents both the iterative development and the cultivation of the fundamental media that the rebranding will employ to achieve the Green Living 2.0 campaign objective.

Products are made in a factory, but brands are created in the mind. - Walter Landor

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Competitive Survey Garnering a lay of the land, surveying other brands within the green industry along with Upcycle’s main competition was essential to fashioning a distinctive rebranding of Upcycle Products. Especially since the current Upcycle Products brand neither fits into the mainstream consumers perception of being targeted for “them” nor does it visually coincide with the shift taking place in marketing for the green industry, normalizing vs. niching green living. Upcycle’s Main Competitors >> E-commerce Websites: Woodland Direct Hayneedle.com >> Large Retailers: Ace The Home Depot Lowe’s Home Improvement >> Small Eco-conscious Manufacturers: Great American Rain Barrel Company Rain Barrels Iowa

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DEVELOPMENT

Personas Providing a platform to objectively examine each iteration of the multiple design elements, brand assets and deliverables, these two personas acted as a lens to view each step of design development. They functioned as both a buffer and a tool. They acted as allies, protagonists and antagonists, all in the effort to produce design solutions that catered to Upcycle’s target audience and not the designers preferences.

Name: Rachel Goodman Age: 47 Location: Portland, OR Occupation: Magazine Editor Marital Status: Single with one child Values: Love trumps all Freedom of speech Political Party: Democrat

Name: Steven Andersen Age: 29 Location: Irving, TX Occupation: Software Engineer Marital Status: Married with one child Values: Right to own firearms “There’s no I in Team” Political Party: Republican

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BIOGRAPHY: Rachel grew up in New York City, NY. She transferred to Portland, OR after her son had a sever asthma attack that hospitalized him. Realizing that they both needed a significant change of pace, she trekked out West. Much to her surprise she is enjoying the slower lifestyle. Giving up her high rise office and high heals for a pair of Danskos and outdoor exercise, she’s even jogging in the rain. Yoga is a new addition to her morning routine. Her iphone is no longer significant other.

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She has adopted a cat and a dog, owns a Toyota RAV and her own house, plus she

primarily works from home now. She reads anything she can get her hands on, in any medium. Cooks Illustrated, Real Simple, HGTV magazine, Rolling Stone, the New Yorker along with the NY Times are a few of her favorites. She’s learning to cook, and yard work is also surprisingly fun. She has plans to participate in a community garden next Spring. She and her son like to watch Animal Planet, the History Channel and regularly go to the Science Museum. She’s learning to play Wii and even attempts to play Rock Star, but she sucks at it.

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BIOGRAPHY: Steven is a transplant to Texas. Raised in Northern California, he finds Texans amusing at times, and annoying at others. Recruited to work for Microsoft, Steven enjoys his day job and the free time he has to pursue his hobbies. An early riser, Steven hits the gym before work. He spends time with his family in the evenings walking to the park with his son and dog, cooking and helping around the house. Steven typically reads Sports Illustrated, Field and Stream, or the latest graphic novel to unwind. In the Fall, football takes up his weekends, Saturdays are devoted to College ball and Sunday to Pro. He prefers to stream Pandora verses listening to the radio while in the car, at work or at home. He cannot stand commercials. His music preference leans towards Indie rock. Being a film buff he also prefers to stream his movies. TV shows are recorded on DVR, that way he isn’t bound to scheduled programming. Each year Steven takes a vacation to far off lands. This year he is taking his five year old son along. The family is headed off to New Zealand to explore and discover the outdoors “Kiwi” style. 33 PROJECT BOOK & STYLE GUIDE


DEVELOPMENT

Moodboard Visual and conceptual development is explored through the use of moodboards. The general styling and feeling of the campaign is depicted in images and texture. Giving the client a preview of various aesthetics the campaign could progress into.

A moodboard is also used to clarify the potential color palette, typography, image style, textures, patterns and any distinctive graphic elements. Which is then compiled into a â&#x20AC;&#x153;graphic toolboxâ&#x20AC;? to assist in maintaining consistency in each touch point generated for the campaign.

Moodboard 1: Served to inform and guide the overall look and feel of the logo development. The combination of imagery, texture and concepts were integral in steering the iterative process of harnessing the essence of Upcycle Products.

Moodboard 2: Developed specifically to develop the overall look and feel of the Green Living 2.o campaign, this collection of images harnesses the sophisticated and complex nature of modern living with the idea of upcycling/repurposing. Toolbox: Combining the essence of both moodboards the toolbox organizes the essential design elements that will be used to develop the many touch points the campaign will span.

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DEVELOPMENT

Logo It was vital that the Upcycle Products brand mark reflect the nature of what upcycling is. Embracing the essence of how to communicate the behavior in a universal visual language is also important, using the tagline, â&#x20AC;&#x153;Integrate Green Living Solutionsâ&#x20AC;? and image criteria: integrate, reclaim, imaginative as inspiration. The new logo embodies the character of upcycling in that the staggering of letter height, the coupling of serif with sans serif on the same line, along with the distressed nature of the typefaces used, all work to capture the essence of reuse and repurposing. Incorporating the arrow within the negative space of the U and the P creates a strong message of integration, participation and imagination.

The iterative process of logo exploration and development was one that took many twists and turns. Right up until the end. The final logo (far right) is literally a distillation of everything that came before it.

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DEVELOPMENT

Print The concepts for the Upcycle print touch points are to generate awareness of the brand. They will also direct consumer traffic flow to the website and provide an array of visuals that inform the mainstream marketplace of the variety of features warehoused on the website, the products manufactured, the services offered as well as the plethora of solutions to be found. Magazine ads, bus shelters and bill boards will showcase the new branding.

Elementary wireframes were the first phase of exploration taken to honing in on a concept that would embody the structural essence of the rebranding.

Six sketches of the strongest concept were then developed using the design elements featured in the toolbox while building on the moodboard aesthetic.

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Design Two

Design One

Two of the six sketches were explored in more depth. Similar use of design elements focused on visually expressing the essence of Upcycle Products. Although design one plays on the title of the famous painting American Gothic. It was abandoned to focus on other opportunities to distinguish the unique voice of Upcycle.

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DEVELOPMENT

Interactive Repositioning Upcycle Products as a charismatic brand within the mainstream marketplace demands that each digital tough point developed present a consistent branded aesthetic and user experience. The website is a robust framework of media rich content.

A horizontal layout and mouse behaviors that mimic the action of swiping verses scrolling, optimizes the current user behavior of digital interaction. This design decision facilitates a seamless brand experience despite which digital device the consumer uses to access the information they seek from the Upcycle Products website.

Home

Animated Feature

Sign In

Contact Us

Search

A simple page layout was essential to balance

Community

Company

ment. The website is designed to feel collected vs.

About

Press

Blog

News & Events

Products & CSR

Contact & Inquiries

Social Networks

Community Programs

Composters

Assembly Instructions

FAQ

DIY Projects

Seminars & Workshops

Potting Benches

Shipping & Returns

Customer Service

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the tactile visuals that the branding would imple-

Shop

My Account

Shop

Connect

Blog

DIY

Email Sign Up

Social Responsibility

Site Map

FAQ

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REBRANDING UPCYCLE PRODUCTS

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cluttered. The design, a repurposed and collaged aesthetic will not fall victim as a passing trend due to the nature of what upcycling is: repurposing.


Social media is the new first impression. The odds are a potential client’s first contact with you will be online – the welcoming greeting of sales representative is a Facebook or Twitter update with both poise and information. Your dynamic working culture is first encountered while reading your company’s blog. Your professional appearance is no longer only in your attire but a well-groomed, manicured, and updated website. - Christy Harner

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DEVELOPMENT

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Motion Developing Upcycle Products into a charismatic brand within the mainstream marketplace required that the motion graphic present a dynamic branded experience to the viewer. By capitalizing on the technological advancements of the Internet and maximizing the opportunity to develop a digital touch point that delivers a compact overview of who Upcycle Products is, what they do and why it matters to their target audience, the end result aligns perfectly with the Green Living 2.o campaign - a media rich web banner!

REBRANDING UPCYCLE PRODUCTS


Concept 1: Infographic, runtime; 45 sec. This idea took on a few different illustrative styles to capitalize on the rebranding of Upcycle. It was set aside to pursue other motion graphic opportunities that would drive traffic to the website. Ideally this video would also be developed as a feature to illustrate the rain barrel benefits within the Shop section of the website as well as regional Garden Shows.

Concept 3.1: Media Rich Web Banner, runtime; 8-10 sec. This idea was enhanced further by developing the web banner to warehouse other media: an infographic, a video and an overview of the products and services offered on the Upcycle Products website.

Concept 2: Infographic, runtime; 25-30 sec. This design explored developing the arrow into a â&#x20AC;&#x153;characterâ&#x20AC;? of sorts to extend the rebranding of Upcycle. The story is similar to concept one, but presents the message in a sophisticated graphic aesthetic, exploring the distressed textures of the branding. This too would be featured on the website, at garden shows and as an in-store marketing piece for retailers.

Concept 3: Web Banner, runtime; 8-10 sec. The concept for this piece is simple. It combines the essence of the two previous concepts in a much more abbreviated time frame and places the brand on sites that the target market is likely to already frequent.

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SECTION 3.0

STANDARDS 46 Introduction 47 Color 48 Typography 49 Brand Voice 50 Logo 56 Imagery 57 Textures 58 Print 60 Interactive 62 Motion


STANDARDS

Brand Standards

Color Palette

Rebranding Upcycle Products is more than a face lift and a new â&#x20AC;&#x153;outfitâ&#x20AC;? to drape over the existing brand. The Green Living 2.0 campaign aims to build an enduring

Composed of pigments taken directly from nature, the Upcycle Products color palette is fundamental in

brand that resonates within the hearts and minds of mainstream consumers. To successfully affect the gut feelings of the Upcycle Products target audience, the integration of research, strategy and creativity will work to build awareness, understanding and preference for the brand, products and services in the markets Upcycle Products competes.

Specific aesthetics to the Upcycle Products brand must follow the guidelines presented in this style guide in order to effectively reinforce a consistent brand experience through each touch point of the campaign.

The foundation of a brand is trust. Customers trust your brand when their experiences consistently meet or beat their expectations. -Marty Neumeier

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differentiating the brand from the stigma of other green brands. The primary color palette is to be used for the logo, headlines, and subheads. Use the secondary color palette to compliment design elements in instances such as body copy, pull quotes and support graphics.


Primary Colors Blue

Pantone DS 189-1 U C 100,M 95,Y 5,K 0 R 43,G 56,B 143 HEX 2B388F

Light Blue

Pantone DS 232-4 U C 100,M 0,Y 0,K 0 R 41,G 171,B 226 HEX 29ABE2

Violet

Orange

Khaki Brown

Black

Pantone DS 147-1 U C 34,M 100,Y 37,K 10 R 150,G 30,B 90 HEX 961E5A

Pantone DS 56-1 U C 0,M 80,Y 95,K 0 R 240,G 90,B 40 HEX F05A28

Secondary Colors Yellow

Pantone DS 5-1 U C 0,M 35,Y 85,K 0 R 251,G 176,B 59 HEX FBB03B

Grey

Pantone DS 325-6 U C 0,M 0,Y 0,K 40 R 166,G 168,B 171 HEX 999999

Pantone DS 17-2 U C 30,M 40,Y 100,K 30 R 139,G 113,B 33 HEX 664D00

Pantone Process Black U C 0,M 0,Y 0,K 100 R 35,G 31,B 32 HEX 0

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STANDARDS

Jailbird Jenna

Typography The Upcycle Products typography works hard to embody the essence of the brand. Consistency in typographic treatment along with the correct choice of typeface will ensure continuity from one brand touch point to the next. Integrity in the application of the typefaces should therefore be maintained at all times. Upcycle Products typographic palette is made up of four different typefaces, Jailbird Jenna, 28 Days Later, Milocha and the Helvetica family. The four work in tandem to foster a distinctive brand experience.

JAILBIRD JENNA IS A COLLAGE OF TWO DIFFERENT TYPEFACES, A BLOCK SERIF AND A BLOCK SANS SERIF. THE TWO STYLES WILL ONLY EVER BE DISPLAYED TOGETHER WITHIN THE UPCYCLE LOGOTYPE.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 28 Days Later

ABCDEFGHIJKLMNOPQRSTUVWXYZ Milocha

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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Brand Voice Jailbird Jenna Serif: Special Headline Use

growINg optIoNS Jailbird Jenna Sans Serif: Headline

EGO-fRiEnDlY GREEn liVinG 28 Days Later: Special Headline Use

Devoted to Sustainability Milocha: Sub Headline & Tagline

Vital Consumer Resource Helvetica Bold: Body Section Headline

Participate in the growing options of green living alternatives Helvetica Regular: Body Copy & Pull Quote

Participate in the growing options of green living alternatives

The voice of Upcycle Products is an essential component to the Upcycle brand. Upcycle Products’ brand tenor possesses more of a masculine character. Its tone is personified through an intelligent and friendly turn of phrase that is confident, witty, knowledgeable, helpful, trustworthy and direct. These phrases should be kept as short as possible while communicating the Upcycle Products brand’s attitude. When stylized correctly, they express the distinctive branded essence of the Upcycle Products brand. The brand key tenets; Caring, Honorable and Imaginative, represent traits that best describe aspects of the Upcycle Products brand. The phrases to the left serve as examples of the acceptable tenor, attitude, character and colors to be used in the Upcycle Products brand copy. They embody the essence of all three tenets without using them specifically to communicate the appropriate brand message.

Helvetica Oblique: Direct Quotes

Participate in the growing options of green living alternatives

SAMPLE COPY (DISPLAYED LEFT)

Helvetica Light: Captions & Credits

AND PULL QUOTES. ALL BRAND

Participate in the growing options of green living alternatives

COLORS ARE PERMITTED FOR

FOR HEADLINES, SUB HEADS

COPY USE.

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STANDARDS

Logo The new Upcycle Products logo is the cornerstone of the rebranding campaign. It embodies the very essence of the Upcycle Products brand and projects the practice of upcycling; repurposing and reimagining objects for a different purpose than the one they were first created to perform. It is important to consistently apply the Upcycle logo through each brand deliverable. The following guidelines will ensure that the logo standards will be used properly throughout each brand touch point.

Logo Variations The Upcycle logo has two signature variations, a horizontal and a vertical orientation, to accommodate the many campaign touch points that will feature the mark. >> Horizontal Signature (Primary) is to be used when ever possible. >> Vertical Signature (Secondary) will be used when space is limited.

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Special Instance The circular symbol and the logotype may be used as stand alone brand marks for goods and apparel only. Any other application must be approved.


> 1X >

>

1X

>

>

>

1X

Logo Clear Space

1X > >

>

>

= 1X

>

The integrity of the Upcycle Products logo must be protected. This is best achieved by preventing other graphic elements such as copy, photography, busy background patterns or other logos, from residing too close to the Upcycle Products logo mark. A clear space equal to the size of the E (1X) in the word Upcycle must be maintained at all times around the entire logo mark. This clear space should be maintained as the logo is proportionally enlarged or reduced in size in all of the accepted logo variations.

Logo Minimum Sizing Print = 1.25” w

Web = 92w x 35h ppi

Print = 0.8125” w

Web = 59w x 83h ppi

Print = 0.375” w

Web =28w x 28h ppi

Print = 0.8125” w

Web = 59w x 22h ppi

To retain legibility it is essential that the Upcycle Products logo never be reduced beyond the specified sizes displayed to the left.

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>


STANDARDS

Logo: Correct Use The Upcycle Products logo can be displayed in three specific color combinations; full color, monotone and gray scale.

Proper instances include: >> Using the full color logo with tagline when possible >> Using a monotone logo version to best compliment the surrounding imagery or background color >> Tagline is to be one line of text stacked under the word Products >> Tagline is to always be the same width of the stacked Upcycle Products text in all versions of the logo. >> Grey scale tagline is 50% black

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REBRANDING UPCYCLE PRODUCTS


Proper instances continued: >> Choose a high contrasting logo color to clearly distinguish against textured and color backgrounds >> Reversing out logo and adding a black outer glow on imagery with high concentration of color or back ground information

ALL EXAMPLES PLACED IN THIS PAGE SPREAD ALSO APPLY TO THE VERTICAL LOGO LAYOUT AND ANY SPECIAL INSTANCE OF THE LOGOTYPE AND SYMBOL OF THE UPCYCLE PRODUCTS LOGO MARK.

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STANDARDS

Logo: Incorrect Use The Upcycle Products logo must not be altered in any fashion that will dilute the brand’s visibility.

Improper instances include: >> Skewing, stretching, elongating or rotating >> Drop shadows, outer glows the same color as the logo, outlining or line drawings of the logo >> Altering the position of the tagline, adding graphic elements, adjusting the kerning or base line of the word “upcycle” >> Non regulation colors, gradients, or trapping the logo within a frame or shape >> Separating, reconfiguring or repositioning any element of the approved logo >> Using a different circle graphic, recreating the logo with different typeface, or altering the logo

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REBRANDING UPCYCLE PRODUCTS


Improper instances continued: >> Colored backgrounds that do not provide enough contrast to distinguish the logo clearly >> Any color logo on an image or background that does not provide enough contrast to clearly distinguish the logo

ALL EXAMPLES PLACED IN THIS PAGE SPREAD ALSO APPLY TO THE VERTICAL LOGO LAYOUT AND ANY SPECIAL INSTANCE OF THE LOGOTYPE AND SYMBOL OF THE UPCYCLE PRODUCTS LOGO MARK.

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STANDARDS

Imagery The imagery used for Upcycle Products should follow these criteria: >> When selecting an image, the brand key tenets must factor into the decision; Caring, Honorable, Imaginative >> Distressed, worn and weathered textures are encouraged to evoke the idea of upcycling >> Must contain colors that coordinate or contain authorized color palette >> Imagery should encourage viewer to take part in green living and communicate the brand message, â&#x20AC;&#x153;Integrate Green Living Solutionsâ&#x20AC;? >> Must contain content that focuses on Upcycle goods, gardening, water or people outdoors >> Images are to be treated as actual photos. A tradi tional photo frame will surround the image, an outer glow or drop shadow are allowed >> Imagery should span both urban and suburban gardens, traditional and sustainable alike >> Diverse demographic of age, ethnicity and gender must be represented

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Textures Texture and patterns, just like the imagery, must adhere to the same criteria, working to communicate and construct the distinctive characteristics that define Upcycle Products.

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STANDARDS

Design One

Print Standards Print Ad specifications vary from one publication to another. Each has a standard size for their advertising. To ensure consistency in branding across all campaign touch points, the Upcycle Products brand depiction in print advertising should follow these guidelines. >> Publication advertising should run as a full color ad when possible >> Adhere to industry standards of a 1/8â&#x20AC;? (.125â&#x20AC;?) minimum bleed unless otherwise specified by publication >> Headline: Jailbird Jenna Sans serif block font at 24 pt. on 30 pt. leading >> Subhead: Milocha typeface at 18 pt. on 24 pt. leading >> Body Heading: Helvetica Bold at 24 pt. on 30 pt. leading >> Body Copy: Helvetica Regular 24 pt. on 30 pt. leading

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Design Two

>> Logo and Tagline should be placed in a prominent area with little distraction, adhering to the standards documented in this style guide >> Logo usage and variation should compliment imagery and background textures >> Images should fall within the brand specifications, relate to the target market and brand messaging

WITH THE PRINT TOUCH POINTS OF THE UPCYCLE BRAND, IT IS ESSENTIAL TO EXTEND AN AESTHETIC THAT CLINGS TO THE ESSENCE OF THE UPCYCLING: DISTRESSED, WEATHERED, REPURPOSED AND COLLECTED. THE INHERENT INNOVATIVE NATURE OF THE UPCYCLING PRACTICE ALLOWS FOR A SMALL MEASURE OF PERMITTED “ B R E A K I N G T H E RU L ES ” W H EN DEVELOPING THE LAYOUT OF PRINT MEDIA. THIS FLEXIBILITY IS NOT EXTENDED HOWEVER TO ADDITIONAL TYPEFACES, COLORS OR IMAGE STYLIZATION.

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STANDARDS

Interactive Standards Interactive media is a keystone to Upcycle Products branding. This touch point will be the most visible, accessed and referenced asset by consumers. The upmost discipline in correctly branding the website and any other digital representation of Upcycle Products is essential to effectively extending the scope of the brand. The websiteâ&#x20AC;&#x2122;s main objective is to actively engage consumers in learning about and discussing how to integrate green living. Interactive media guidelines: >> Screen Dimensions: 1024 x 768 pixels >> Header/Footer: 6 pt. Helvetica Regular >> Main Navigation: 9 pt. Helvetica Regular in all caps. Type changes from regular to bold when selected. >> Sub Navigation: 7 pt. Helvetica Regular >> Copy Subhead: 9 pt. Milocha >> Body Copy section head: 8 pt. Helvetica Bold >> Body Copy: 6 pt. on 8 pt. leading Helvetica Regular

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12px

110px

110px

12px 8px

80 x 1000 px 45px

434 x 804 px 35px

130 x 195 px

12px

37 x 1024 px 10px

269 x 195 px

GRAPHIC ELEMENTS WITH A DISTRESSED AND WEATHERED APPEARANCE ARE HIGHLY ENCOURAGED TO BE USED AND INTEGRATED INTO THE BRANDING OF UPCYCLE PRODUCTS. ANY ADDITIONS TO THE BRANDING, HOWEVER, MUST NEVER BE FOR DECORATION ALONE. THE ELEMENT MUST SERVE A JUSTIFIED PURPOSE SUCH AS THESE ICONS AND GRAPHIC BAR PICTURED ABOVE. INSTANCES OF BACKGROUND PAPERS AND TEXTURES MUST ALSO POSSESS A “REPURPOSED” OR “USED” AESTHETIC TO ALIGN WITH THE ESTABLISHED BRANDING IMAGE OF UPCYCLE PRODUCTS.

548 x 195 px

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STANDARDS

Motion Standards The brand experience of Upcycle Products hinges significantly on the ability to deliver media rich content to the consumer. This defining characteristic must be a major part of each digital touch point including motion graphics (when hosting site permits). The purpose of this web banner, and any future motion graphic, is to give the viewer a brief experience of who Upcycle Products is and what they do. The aim of which is to direct the viewer to the website. Messaging should focus on gardening, finding practical solutions and joining the Upcycle products community.

When the Click to Expand link is clicked, window expands to full size: 728 x 315

Expandable Media Rich Web Banner Total Run Time: 10 Seconds Frame Rate: 15fps (150 total frames) Collapsed State: 728 x 90 pixels Expanded State: 728 x 315 pixels

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The Click to Close button will collapse window to 728 x 90 pixels

Links: Twitter, Facebook will open a window with a prepopulated message that the user can post on their twitter and facebook page.

Learn more button will redirect the user to the Upcycle

There is no runtime for frames 1-3 on the time line. All navigation on the right controls the content that loads in the expanded frame. (Mouse events will inform the content that loads within the subframe.) Frame 1: A vector based infographic with a 30 second runtime will load and play in the frame (full length version will be featured on the website). Focuses on disconnect between the percentage of consumers who believe green living makes a difference and those who behave like it does. Frame 2: Start state of Online Workshops link. User can click to email Upcycle Products to sign up or inquire for more information. Frame 3: A 30 second embedded video will play. Informs the user on how Upcycle Products is involved with communities across the nation and how the products are providing green solutions to everyday life.

Products webpage.

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SECTION 4.0

SOLUTIONS 66 Print 68 Collateral: Paper 69 Collateral: Digital 70 Interactive 71 Smart Phone App 72 Uniform 73 Vehicle 74 Promo Items


SOLUTIONS

Print The ads will compel viewers to visit the site and discover other ways to modify their behavior to cultivate green living. The headline and tagline will inspire the reader to take action, while at the same time elevating the perception of the brand name in mainstream consumer minds. The primary call to action has a two-fold purpose, one to drive traffic to the website to learn more about the topic of green living and second to purchase green products.

SIMILAR ADS WILL BE FEATURED IN MULTIPLE PRINT FORMATS TO MAXIMIZE BUILDING CONSUMER AWARENESS OF THE UPCYCLE PRODUCTS BRAND.

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Capitalizing on using existing architecture within urban landscapes as custom billboards is an ideal medium to expand brand awareness. This marketing choice personifies the practice of upcycling a familiar manner.

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SOLUTIONS

Collateral: Paper Upcycle’s collateral will use when possible paper which is embedded with wild flower seed. All inks applied for commercial printing will use eco friendly ink. This brand decision aligns with both the new company mission and the long standing company philosophy of generating “no waste” in each and every way possible. Pictured below is an actual piece of the paper with germinating seeds.

400 E. Wapella Street Minooka, IL 60447

Richard Fielding Vice President

How It Works

e: richard@upcycle-products.com p: (815) 735-9583 c: (815) 735-3859 www.upcycle-products.com

The consumer simply covers the paper with soil. Typically within a week the sprouts , as pictured above, begin to peek from beneath the soil. The wild flowers usually bloom within one month. 400 E. Wapella Street | Minooka, IL 60447 | Phone: (815) 735-9583 | Fax: (630) 388-1295 | www.upcycle-products.com

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Collateral: Digital As the rebranding campaign focuses on expanding the Upcycle Products brand through the website, biweekly

emails will be sent to those consumers who sign up to receive email promotions/notifications. The topic of each email will feature regional Community Programs, DIY projects, the latest blog postings, featured articles by industry gurus plus information on upcoming workshops and seminars.

EXTENDING THE ESTABLISHED BRANDING THAT IS FEATURED ON THE WEBSITE, FOSTERS A CONSISTENT USER EXPERIENCE OF EACH TOUCH POINT. MAKING THE TRANSITION FROM ONE TO THE OTHER AS SEAMLESS AS POSSIBLE, AS IF THEY WERE ALWAYS ON THE WEBSITE. (Established branding includes: placement of logo, main navigation, distressed stripe, primary photo, social media icons, stylized links)

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SOLUTIONS

Interactive The website fully embodies the essence of the rebranded Upcycle Products. It’s distressed design elements and collected appearance visually personify the repurposed nature of upcycling. Projecting an aesthetic that encourages consumers to turn intention into action by reimagining everyday objects as endless opportunities to repurpose them into something new.

Key Features >> Mouse events that mimic the action of swiping verses scrolling, optimizes the brand experience across all digital devices. >> Each section of the site presents a specific color stripe under the main navigation along with headlines employing the same color to maximize “way finding” for the site user. >> The horizontal layout allows for the header and footer content is visible at all times. >> Presenting content on surfaces and objects that appear in other locations of the site encourages the action of upcycling without saying it in words.

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Smart Phone App The smart phone app is designed to function for both the Apple and Android platforms. Focusing on the Community section features of the website, the Upcycle App will showcase the DIY projects and Blog postings. As the Green Living 2.0 rebranding campaign goal is to generate a community of participants of green living, the App will greatly equip the brand to maximize accessibility and provide a relevant connection.

App Description: Simple solutions at your finger tips. Swipe through DIY projects, sign up for workshops, read blogs and articles by industry experts on green practices and Sustainability options for everyday living. We make it easy, you make it fun. Integrate green living solutions with Upcycle Products.

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SOLUTIONS

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Uniforms The Upcycle Products employee uniform consists of a blue polo shirt along with an optional hat and jacket for the cooler seasons. Keeping in line with the culture and values of the company all apparel is constructed of eco friendly materials.

REBRANDING UPCYCLE PRODUCTS


Vehicles Commercial trucks and vans are an essential part of daily business operations at Upcycle Products. All fleet vehicles operated by Upcycle Products will be used as mobile advertising, expanding brand awareness and directing potential consumers to the website. The graphics are clean, sophisticated and simple. Each side of the vehicle will feature the Upcycle symbol/logo, tagline and web address. Where space permits a list of some of the website categories will also be showcased.

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SOLUTIONS

Promo The promotional items selected for Upcycle Products seek to support the rebranding campaign objective, to expand awareness. All items offered directly relate to the target audience and the practice of green living. Keeping in line with the culture and values of the company all apparel is constructed of eco friendly materials.

Pictured: 100 MB Memory Stick Aluminum Water Bottle Canvas Shopping Tote Womens Khaki Hoodie Mens Grey Hoodie

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Mens and Womens Hoodie is offered in all branded colors of the Upcycle Products palette.

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REFERENCES

Research References Bennett, G. & Williams, F. (2011, April). The Redpapers: Mainstream Green: Moving sustainability from niche to normal [Download]. Ogilvy & Mather. Retrieved from http://assets.ogilvy.com/truffles_ email/ogilvyearth/Mainstream_Green.pdf Byrne, C. (2011, April 21). Hitting the G-Spot: How green marketers are going it all wrong, New York Times. Retrieved from http:// www.nytimes.com/external/venturebeat/2011/04/21/21ventu rebeat-hitting-the-g-spot-how-green-marketeers-are-60285. html?partner=rss&emc=rss Capsule. (2007). Design Matters// Logos 01: An essential primer for today’s competitive market. Beverly, MA. Rockport Publishers, Inc. Harner, C. (2011, June 28). Social Media…Get Started! Retrieved July 11, 2011 from http://www.curraheegraphics.com/home/2011/06/ social-media-get-started/ Hebard, A. Ph.D. & Cobrda, W. (2009) The corporate reality of consumerperceptions: Bringing the consumer perspective to CSR reporting. (Download) Retrieved from http://www. greenbiz.com/sites/default/files/document/GreenBizReportsConsumerPerceptions.pdf King, B. (2011, April 29). OgilvyEarth: Green Marketing Failing to Motivate Mainstream America Retrieved from http:// www.sustainablelifemedia.com/news_and_views/articles/ ogilvyearth-green-marketing-failing-motivate- mainstream-america Morton, J. (2010). Why Color Matters. Retrieved from http://www. colormatters.com/color-and-design/why-color-matters Neumeier, M. (2006). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. Berkley, CA: Peach Pit. Shelton, S. (2010, June 21). Motivating Mainstream Consumers to Make Sustainable Choices. Retrieved from http://www.kiwano.ca/ motivating -mainstream-consumers-to-make-sustainable-choices/

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Upcycle-Products.com. (2009). Retrieved from http://www.upcycleproducts.com/index.asp Wheeler, A. (2009). Designing Brand Identity: An Essential Guide for the Whole Branding Team (3rd ed.). Hoboken, NJ. Wiley & Sons Inc. Wimberly, J. (2008, April 29) Negative perceptions explain why green living is tough sell, The Hill. Retrieved from http://thehill.com/ opinion/letters/6882negative-perceptions-explain-why-greenliving-is-tough-sell

Image Disclaimer: All images within this campaign book are used solely for purposes during the proposal process. If the client accepts the proposal, then the client must purchase the license for the listed images.

Font References Author Unknown. Jailbird Jenna. Retrieved from: http://www. dafont.com/search.php?q=Jailbird+Jenna+ Ziehn, Jens R. 28 Days Later. Retrieved from: http://www.dafont. com/filmhimmel.d736 Prol, Rubén. Milocha. Retrieved from: http://www.dafont.com/ ipanema-grafica.d910


Image References 123rf: www.123rf.com Photographer: Gdas. Image: 11446617 Brushbreezy: www.brushbreezy.com Photographer: Stalkvault. Image: _MG_0146 Dreamstime: www.dreamstime.com Photographer: Brandon Bourdages. Image:14614301 Photographer: Yanikap. Image: 15812184 Photographer: Pochiu Cornel. Image:19070834
 Flickr: www.flickr.com Photographer: Bitbox. Old paper-single. http://www.flickr.com/ photos/bittbox/2691975784/sizes/l/in/pool-381819@N23/ Photographer: PlayingwithBrushes. Paper texture. http://www. flickr.com/photos/playingwithpsp/2546732439/sizes/l/in/photostream/ Photographer: PlayingwithBrushes. Old wrinkled paper texture. http://www.flickr.com/photos/playingwithpsp/2583644089/sizes/l/ in/photostream/ Photographer: Splendor and Demise. Paper Circa 31. http:// www.flickr.com/photos/thomashebert/2367382540/sizes/l/in/ photostream/ Photographer: Wallis, Theresa. Soil. Retrieved on March 17, 2012 from: http://www.flickr.com/photos/ theresawallis/3091447817/in/photostream Getty Images: www.gettyimages.com Photographer: Win Initiative. Image: 84908802 Photographer: Stephan Gladieu/Figarophoto. Image: 132310667 Photographer: Jim Henderson Image: 86294099. Photographer: Tony Hopewell. Image: BA65730 Photographer: Sarah M. Golonka. Image: 88852729 iStockphoto: www.istockphoto.com Photographer: Grigory Bibikov. Image: 5690962 Photographer: Zhang Bo. Image: 7466532 Photographer: Josef Kubicek. Image: 1762779 Photographer: Josef Kubicek. Image: 410195 Photographer: Marco Rosario Venturini Autieri. Image: 2017538 Photographer: Orchidpoet. Image: 17492756

Profimedia|Reddot: www.profimedia.si/creative Photographer: Unknown. Image: 0032564315 Rgbstock: www.rgbstock.com Photographer: Billy Frank Alexander. Image: meMEGj0 Photographer: RW Linder. Image: mf5vyvq Photographer: Mike Korn. Image: 2dQb6rx Photographer: Jazza. Image: 2djsWwM Photographer: Jazza. Image: 2djr90b Photographer: Ortonesque. Image: mieBhAg Stockfresh: www.stockfresh.com Photographer: Susabell. Image: 360390 Veer: www.veer.com Photographer: Fancy Photography
. 
Image: FAN2047971 Photographer: Fancy Photography
. 
Image: FAN2048030 Photographer: Fancy Photography
. 
Image: FAN9008569

Illustrative Images Photographer: Marcelo Rosenbaum. Retrieved from: http://www. treehugger.com Photograper: Stacy K. Floral. Image: IMG_0257. Retrieved from: http://www.stacykfloral.com/blog2/2011/10/10/upcycle-wallgardens/img_0257/ Photographer: Steve Piccou. Retrieved from: http://www.nola. gov/Residents/Hazard-Mitigation-Office/Mitigation-Actions/ Homeowner/ Blue baseball cap. Retrieved from: http://metspolice.com/ wp-content/uploads/2010/10/blue-white-mets-cap.jpg Blue knit cap. Retrieved from: http://www.neweracapgroup.com/ upfile/original/20117259481973.jpg Cargo van. Retrieved from: http://worktrucksolutions.net/node/55 Family gardening. Retrieved from: http://i.telegraph.co.uk/multimedia/archive/01251/pgard1_1251643c.jpg Flash drive. Retrieved from: http://www.tradelectron.com/ uploads/allimg/101112/1_101112144006_1.jpg Handful of radishes. Retrieved from: http://www.naturalhomeandgarden.com/eat-healthy/local-food/spring-foods-zmoz12mazmel. aspx iMac. Retrieved from: http://thisisjwdc.files.wordpress. com/2012/02/jwdc_imac2012_jwdc_v2_01.jpg

iPhone. Retrieved from: http://allfreeiphones.net/upload/ip5(1).jpg Kid with basket of tomatos. http://www.logantrd.com/wp-content/ uploads/2011/08/iStock_organicbasket.jpg Magazine: Retrieved from: http://www.modernmousegifts.com/ wp-content/uploads/2012/01/DSC_0071.jpg Men’s blue fleece. Retrieved from: http://www.warriorsteamstore. com/Golden-State-Warriors-Royal-Blue-Sleet-Full-Zip-PolarFleece-Jacket-_1332294939_PD.html Men’s Blue polo. Retrieved from: http://www.josephm.com/ ladies-store-8/menswear-184/barbour-mens-sports-polo-shirtatlantic-345951-106438_zoom.jpg Men’s gray hoodie. Retrieved from: http://velocult.com/ wp-content/uploads/2010/10/vc-hoodie-product01.jpg Planting succulent cuttings. http://3.bp.blogspot.com/_6J1q3K1rZw/S3H8Vn3RAOI/AAAAAAAAE7A/TCmU81ojg0Y/ s400/Planting+succulent+cuttings.jpeg Seed paper that grows. Retrieved from: www.botanicalpaperworks.com Shopping bag. Retrieved from: http://www.simplygreensolutions. com/wp-content/gallery/reusable-grocery-bag-made-of-bamboofiber/reusable-grocery-bag-made-of-bamboo-fiber-front.jpg Smiling Kids: http://cbsdenver.files.wordpress.com/2012/04/ vegetable-garden-vdp.jpg?w=290 Rain barrels. Retrieved from: http://www.upcycle-products.com Water bottle. Retrieved from: http://img4-2.coastalliving.timeinc. net/i/2009/03/sigg-water-bottle-l.jpg?400:400 Water tower. http://kottke.org/tag/NYC. http://also.kottke.org/misc/ images/water-tower.jpg White van. Retrieved from: http://static.tumblr.com/tzafhgj/ zAplrestk/a-fat-man-in-a-white-van.tumblr.gif Women’s blue fleece. Retrieved from: http://www.warriorsteamstore.com/Golden-State-Warriors-Womens-Royal-Blue-Sleet-FullZip-Polar-Fleece-Jacket-_-1396588406_PD.html Women’s Blue Polo. Retrieved from: http://www.josephm. com/ladies-store-8/barbour-ladies-atlantic-blue-poloshirt-345759-106201_zoom.jpg Women’s khaki hoodie. Retrieved from: http://15dollarstore.com/ img/2347_1_1147_p.jpg Woman with tomato. Retrieved from: http://www.ecohookups. com/profiles/blogs/gardening-for-the-beginner

77 PROJECT BOOK & STYLE GUIDE


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Thesis: Upcycle Products  

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