VISUAL STANDARDS GUIDE
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6 Contents 8 10 12 15 17 18 19 21 23 25 28 Brand Soul and Mission Keywords Deploy Logo Wordmark Size Chart Signature Logos Don’ts Typography Moment Bar Stationery Brand Extentions
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Brand Mission
Our Mission is to build an environment for everyone that helps people create, capture, and preserve memorable moments and share them with others so they will have a passion for creating new stories.
Brand Soul
Capturing good times, we preserve memories and make them accessible and shareable.
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9 Memory: Moments to remember. Preserve: Make it last forever. Capture: Catching great stuff.
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Deploy logo
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Line Art White solid Black solid Latest Kodak Color
Logos Main Usages Printing Paper
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Half grid Logo is 18 grid 50% Black 30% Black
Logo Anatomy
Wordmarks
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Wordmark typesetting
For visual balance, the O is 1/2 gird extrude above the top line and baseline
For visual balance, the O is 1 unit gird extrude to the left for lower kerning
For visual balance, the D is 1/2 gird extrude to the right for lower kerning
● All other kerning is 4 units grid, exception noted above.
● All letter except the O is 18x18 square.
● Total length including tracking is 100-unit-grid.
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¼
Logo Wordmark Signature ¾
Size Chart Demo
Line Art Logo No logo or
below
logos
* * *
1.5 inch above 1 inch
inch below ½inch Phone icon
inch
In
wordmark
1/4 inch Using capitalized word—KODAK—to repalce all
below 1/4 inch *All signature below 1 inch should made logo and words in same height and use solid logos to increase conctrast.
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—Correct Color Contrast 10% 20% 30% 40% 50% 60% 70% 80% Darker Brighter
Black logo at contrast 30% or less
at contrast greater than 49%
Alternative Logos
Use
Use white
This is a backup usage only. Don’t use reverse logo for the sake of using reverse logo or mid-contrast. Only use it when we have to, such as co-branding
Spacings Demo in black logo
In the signature, logo and wordmark spacing 1/4 of O’s diameter.
Large logo signature, wordmark aligned to the middle line of logo. Balance signature, wordmark and logo are aligned.
All margin spacings for sginature, logo, and wordmark is one .
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Don’ts
KODAK
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Demo
In Greyscale Logo
40% Do not compress or stretch Do not change color Do not use spacing other than spacing rules Do not change typeface
not add
Do not add
Do
the beautiful Memory Bar Do not use color logo on a busy or low contrast backgroud
outline Try not to use on 40-49% grey background.
Typefaces
Benton Gothic Black
BentonSans Medium
Headlines
For headlines, Benton Gothic Black works for cover and poster. Benton Sans Medium works for chapter title and signal page title. Which of them to use depends on the context. An essential part of the Kodak expression is the tight typesetting and leading, which result in a coherent and exciting presentation. If reversed text is used, the setting should be slightly increased kerning with individual letter setting.
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66/69
26/29
16/20
BentonSans Medium
16pt BentonSans Medium works for the page title and digital. The text looks smaller on the screen.
12/16 Benton Sans Book
12 pt FranklinGothic URW Book will be used for body texts on Letter size, legal size and A4 size printing papers.
10/12
Benton Sans Light
This typesetting is 10ptsize and 12pt leading and will apply to captions on Letter size, legal size and A4 size printing papers. If printing is on larger size media, desginer has the freedom to magnify in scale.
Leading and kerning
Headlines are set with tight kerning and line feed. To achieve optically correct typography, use pointsize+3pt leading above 18 points. Use pointsize+2pt leading for captions.
In the body copy, Benton Sans Book and Medium are to be used with tight kerning and a line feed that helps legibility. See the examples above.
Body copy
The Kodak designer will use a 12pt Benton Sans Book for body texts on Letter size, legal size, and A4 size printing papers. On a digital screen, the point size should increase because the text is shown more petite on the screen.
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This is the Beautiful Moment Bar —The Graphic Element
Effective and consistent use of the Moment Bar can elevate the brand by adding visual interest to document or drawing one's attention to key information.
The examples on this page illustrate some usages Moment Bar.
Moment Bar Xx
xxxxx
Little Moment Bar’s thickness equals to x-height.
Leading is one x-height.
Length equals to the text length,
We can use Large Moment Bar to highlight and draw attention to item.
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24 Regular
It
Typefaces FranklinGothic URW Heavy 10/12 This typesetting is 10ptsize and 12pt leading and will apply to captions on Letter size, legal size and A4 size printing papers. If printing is on larger size media, desginer has the freedom to magnify in scale. 66/69 FranklinGothic URW Demi 26/29 16/20 FranklinGothic URW Demi 16pt FranklinGothic URW Demi works for the page title and digital. The text looks smaller on the screen. 12/16 FranklinGothic URW Book 12 pt FranklinGothic URW Book will be used for body texts on Letter size, legal size and A4 size printing papers. Headlines For headlines, FranklinGothic URW Heavy works for cover and poster. FranklinGothic URW Demi works for chapter title and signal page title. Which of them to use depends on the context. An essential part of the Kodak expression is the tight typesetting and leading, which result in a coherent and exciting presentation. If reversed text is used, the setting should be slightly increased kerning with individual letter setting. Leading and kerning Headlines are set with tight kerning and line feed. To achieve optically correct typography, use pointsize+3pt leading above 18 points. Use pointsize+2pt leading for captions. In the body copy, FranklinGothic URW Book and Demi are to be used with tight kerning and a line feed that helps legibility. See the examples above. Body copy The Kodak designer will use a 12pt FranklinGothic URW Book for body texts on Letter size, legal size, and A4 size printing papers. On a digital screen, the point size should increase because the text is shown more petite on the
Moment Bar is for a spread of document. It equals to title height.
Uses analogous colors or greyscale. It doesn’t use complementary colors, or solid color.
Stationery
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Brand Extentions
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The Great Moment
PRODUCT
[PR1] Kodak Party-Kit
[PR2] E-Ink Photo Frame
[PR3] 3D Photo (Blind persons)
ENVIRONMENTS
[NV1] Kodak Moment Cafe
[NV2] Kodak Escape Box
SERVICES
[SV1] Kodak Events Concierge
[SV2] Kodak App
[SV3] Kodak Hearing Loop
EVENTS
[EV1] Kodak Aurora
[EV2] Kodak Touch-The-Cloud [EV3] Kodak Fishing
EXPERIENCES
[EX1] Kodak Instant Moment
[EX2] Kodak Films Converting
EDUCATIONAL OPPORTUNITIES
[ED1] Image workshop
[ED2] Kodak DIY Pottery Class
[ED3] Kodak Bartender Class
CO-BRANDING OPPORTUNITIES
[CB1] Kodak x Rimowa
[CB2] Kodak x Sixflags
[CB3] Kodak x Party City
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[PR1] [SV1] [SV3]
[EV2] [NV2] [CB2]
[EX1] [NV2] [PR2] [ED1]
[EX1] [CB3] [ED2] [SV2]
[EV1] [CB1] [EX2] [PR3]
Create Preserve Capture
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PRODUCT
[PR1]
Kodak Party-Kit
Everything you need for a party
Description: The Party-Kit must include
• a greeting card, • a Kodak Funsaver (one-time camera), • customized party deco, • Kodak’s commercial (Giftcard, promotion, Kodak app Ad). Buyers can customize snacks, beverages, dinnerware. A unique gift will provide dependent on the kind of party.
Mission-focus: The Party-Kit reinforces our mission of create memorable moments by providing tools for people to delight their event.
Differentiators:
Unlike most party set, they are only dinnerware, or snacks pack. Kodak Party-Kit is assorted and customized. So that our customer will have a unique party.
Similar: Blue Panda, Juvale, Balloon Time
[PR2] E-Ink Photo Frame
Powerless digital photo frame
Description:
It is a digital photo frame with color E-ink. It looks like a real printing photo. No battery is needed to maintain the image but only when changing the image. It allows users to have the freedom to update images at any time.
Mission-focus: The E-ink Photo reinforces our mission of preserving memory by allowing users to have flexible changes to images. So that our customer can refresh their memory.
Differentiators: Many E-Ink products are like grocery price labels or e-books. They are monochrome, but ours is true CMYK color. We can have the largest size, up to 60 inches. There is no battery inside, which is more safe and eco-friendly.
Similar: Amazon Kindle
[PR2] 3D Photo (Blind persons)
Touchable 3D Photo
Description: A photo with 3D touches and feelable texture allows blinds to experiance.
Mission-focus: The 3D Photo underscores our commitment to build an environment for everyone by introducing this touch and feelable photo for visual impairment people. So that blind peopler can feel their memory.
Differentiators: Most 3d photos are embeded in glass they are not tactile. Similar: Artpix3d, 3d Crystal Gift, Funnybo
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ENVIRONMENTS:
[EM1]
Kodak Moment Cafe
A cafe with a sticker wall for sharing
Description:
A cafe and fine dinning great for all celebratable moment. Feel free to write a message on the Moment Wall in the cafe.
Mission-focus:
The Moment Cafe reinforces our mission of preserving memory by preserving the happiness on Moment Wall. So that our customer can share their memory with others.
Differentiators:
Similar to Dior Cafe Miami, it is a restaurant owned by different field companies. Dior Cafe is a restaurant to showcase its silverware. Kodak will concentrate on giving the customer a chance to celebrate their great moment.
Similar: Mercedes Me Sanlitun, Dior Cafe, Blue Box Cafe, Petrossian at Tiffany
[EM2] Kodak Escape Box
The little houses far way from city
Description:
The little houses are in a wild place. They form by container box. That helps people get away from the city and give themselves a break.
Mission-focus:
The Escape Box reinforces our mission of creating great moments by giving visitors a private place and creating a different feeling from the city. So that our city dweller can have a privite moment.
Differentiators:
It differs from hotels or Airbnb; there is no housekeeping or host. It is a private place for visitors and escapes from the city.
Similar: Airbnb
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SERVICES
[SV1] Kodak Events Concierge
Event management service
Description:
A service that helps people hold events such as birthday parties, wedding ceremonies, anniversaries, etc. Providing deco, media, lighting, hosting, and everything you need for the event. For small event, we can ship a part-kit, and that is all you need.
Mission-focus: The Party-Kit reinforces our mission of create memorable moments by giving professional accesstance for event.
Differentiators: Unlike most of event management companies, we can provide service to small event like a birthday party at home, regardless of the size od event.
Similar: cpgagency, Mannfolk PR, Evolve Activation, Savvy Events
[SV2] Kodak App
The core funtions app of Kodak
Description: An app includes, but not all, social media, photo editing, photo storage, and file sharing. The app allows the user the freedom to add narratives. Users have control over sharing or keeping private. This app will also link to all other Kodak services like Instant Moment.
Mission-focus: The Kodak App underscores our commitment to build an environment for everyone by consolidate all digital function link to kodak.
Differentiators: Unlike Instagram or iCloud which is only social media or storing, The Kodak App is like combinding them; it is cloud storage based social media. It supports most RAWs, HEIC, and even WEBP. You can share the original file include GPS and shutter parameters.
Similar: Instagram, Viewbugs, iCloud, Flickr, Pinterest
[SV3] Kodak Hearing Loop at Superbowl
Mulit-Language Noise Cancelling Hearing Loop Service
Description:
It is a Multi-language Hearing loop service at Superbowl. It enhances the listening experience for deaf and hard-of-hearing persons. Its noise cancelling works like a filter, capturing the fun and eliminating the noise. All they need is to sync the hearing loop to the field or Kodak App.
Mission-focus: This hearing loop service underscores our commitment to make everyone can have a memorable live by providing mulit-language hearing loop service to deaf persons in all language in football game.
Differentiators: Unlike most hearing loops, Our service deployed thousands of microphones around the stadium for analysing noise and capturing joyful sound. Plus, We are adding optional Game Commentary in sixteen different languages.
Similar: Widex, Ponak, Signia
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EVENTS
[EV1] Kodak Aurora
An Alaska adventure
Description:
It is real event that selected candidate can participate.
The winter path, a group of people travels from Fairbanks to Deadhorse see the aurora and glaciers. On the summer path, they seek a way from Fairbanks to Utqiagvik, where is no public road route. They will video record wild animals.
Mission-focus: The Kodak App underscores our commitment to make people live a memorable live by encouraging people to capture the stunning miracle from nature.
Differentiators:
Instead of, one man, seeking alive in the wild, Kodak Aurora is recording the beauty of the wild, capturing some extraordinary views we can’t see in our daily lives, and sharing with others.
Similar: Running Wild with Bear Grylls, On the Road, Man Woman Wild
[EV2] Kodak Touch-The-Cloud
Sky Activities with 3D video recoarding
Description:
It is paragliding and skydiving activity in which players can dive with an instructor or alone. Kodak provides 3D body video cameras that capture the incredible moment you create.
Mission-focus:
The Touch-the-Cloud underscores our commitment to capture and preserve the moment by encouraging people to capture the stunning miracle from nature.
Differentiators:
It is different from the existing sky activities. What you have from them is a certificate, yet we provide you service for 3D recording. Playing the 3D video in VR after skydiving immerses you in fun again at home.
Similar: iFly, Skydive Elsinore
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EXPERIENCES
[EX1] Kodak Instant Moment
A Kiosk take selfies
Description: A kiosk gives Free instant image at Airport, statium, and tourism sight and sent to yourself, family, and friends.
Mission-focus: The Instant Moment underscores our commitment to make people live a memorable live by Sharing the real time moment.
Differentiators: It is similar to the passport photo booth, but the background is tourism sights, sports games, or customized. The kiosk is digital and photo-paperless. The pictures will be sent to your Kodak App.
Similar: GCphotobooth, Desert Luna, Oh Snap
[EX2]
Kodak Film to Digital Converting
Description:
It is a service that helps people scan films or type them into digital format.
Mission-focus: The servicing mission of preserving memory by turning old film and type into digital. Differentiators: Instead of buying a digital device that scanning, our service is less expensive. The pictures are always available in cloud storage. Moreover, the scanning will be in high-resolution; most scanning devices are only 1080P.
Similar: DigiOne
EDUCATIONAL OPPORTUNITIES
[ED1] Image workshop
A class teachs fast photo editing skill
Description:
Teaching people how to use kodak app to edit beautiful photo, simply and useful photographing skill, and more.
Mission-focus: The image workshop underscores our commitment to capture and preserve the moment by helping people to create excellent images.
Differentiators: Unlike iPhotography, it is an amateur class for everyone. It is similar to Apple store sessions, but we focus on quick photo editing skills. Moreover, it is a fourm for sharing your moments with a classmate.
Similar: Apple store sessions, Skillshare, iPhotography
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[ED2] Kodak DIY Pottery Class
DIY Pottery workshop
Description: A workshop you can make your DIY pottery. Kodak teaches you to make a cup or other pottery step by step with your chosen material, and shape, embedded photo or your design.
Mission-focus: The Pottery Class underscores our commitment to help people creat great moment by helping customers build unique pottery. Differentiators: Many of the photo cups are in the same shape. The customer sent the image, and they printed it on the cup. But Kodak would like customers to enjoy the process of hand work. The customer goes through all methods, from modeling to kiln fire, from clay to pottery.
Similar: Shutterfly, iresults, Vistaprint
CO-BRANDING OPPORTUNITIES:
[CB1] Kodak x Rimowa
A suitcase with battery-free GPS and E-BagTag
Description: Travelers love their suitcases with airline check-bag stickers showing they have traveled to many places worldwide. Our crossover suitcases can collect GPS location information and plot a map in the phone app.
Mission-focus: The co-branded suitcases underscore our commitment to capturing and saving moments by collecting your travel path.
Differentiators: Unlike the suitcase with an e-bag tag only, ours also has GPS. It helps traveler record the location that they traveled to.
Similar: Rimowa, Samsonite, Tumi
[CB2] Kodak x Sixflags
Theme park on-ride Cameras
Description: It is the sponsor for all on-ride cameras in Sixflags. A free photo is sent to the player once they download Kodak App. If they buy the photo in the park, a free frame will provide.
Mission-focus: The on-ride cameras reinforces our mission of create and save memorable moments by recoarding all data and image for visitors.
Differentiators: It is similar to existed on-ride cameras intalled in the park. We won’t do hard selling to vistors, but we give the digital image for free.
Similar: Stemmer Imaging, NTT DOMOCO Tokyo Disney, Upstop Media
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Kodak Party-Kit
Kodak Party-Kit
Description:
The Party-Kit must include
• a greeting card, • a Kodak Funsaver (one-time camera), • customized party deco, • Kodak’s commercial (Giftcard, promotion, Kodak app Ad).
Buyers can customize snacks, beverages, dinnerware. A unique gift will provide dependent on the kind of party.
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A customized Kodak Party Kit
Mission-focus:
The Party-Kit reinforces our mission of create memorable moments by providing tools for people to delight their event.
Differentiators:
Unlike most party set, they are only dinnerware, or snacks pack. Kodak Party-Kit is assorted and customized. We make customer feel that is unique.
Similar:
Blue Panda, Juvale, Balloon Time
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Kodak Party-Kit Everything you need for a party
Moment Cafe
[EM1]
Kodak Moment Cafe
A cafe with a sticker wall for sharing
Description:
A cafe and fine dinning great for all celebratable moment. Feel free to write a message on the Moment Wall in the cafe.
Mission-focus: The Moment Cafe reinforces our mission of preserving and sharing moments by presenting a sticker wall to customers for sharing freely.
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Differentiators:
Similar to Dior Cafe Miami, it is a restaurant owned by different field companies. Dior Cafe is a restaurant to showcase its silverware. Kodak will concentrate on giving the customer a chance to celebrate their great moment.
Similar:
Mercedes Me Sanlitun, Dior Cafe, Blue Box Cafe, Petrossian at Tiffany
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sells in monent cafe
Product
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Kodak x Sixflags
Theme park On-ride Cameras
Description: It is the sponsor for all on-ride cameras in Sixflags. A free photo is sent to the player once they download Kodak App. If they buy the photo in the park, a free frame will provide.
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51 G-Force Speed Elevation Fun Gained 5.9 g mph 50 ft127 % 100 All are captured.
Differentiators:
It is similar to existed on-ride cameras intalled in the park. We won’t do hard selling to vistors, but we give the digital image for free.
Moreover, we feature video, sound, G-force, and speed recording. We record every detail when you enjoy this stunning moment in Six flags.
Similar: Stemmer Imaging, NTT DOMOCO Tokyo Disney, Upstop Media
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Mission-focus: Our on-ride Cameras in Six flags underscore our commitment to helping people share and save their moments by providing a downloadable video recording of their rollercoaster ride in Six flags.
Link To KODAK Moment App.
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Intelligent Hearing Loop
[CB3] Kodak Hearing Loop at Superbowl
Mulit-Language Noise Cancelling Hearing Loop Service
Description:
It is a Multi-language Hearing loop service at Superbowl. It enhances the listening experience for deaf and hard-ofhearing persons. Its noise cancelling works like a filter, capturing the fun and eliminating the noise. All they need is to sync the hearing loop to the field or Kodak App.
Mission-focus: This hearing loop service underscores our commitment to make everyone can have a memorable live by providing mulit-language hearing loop service to deaf persons in all language in football game.
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Differentiators:
Unlike most hearing loops, Our service deployed thousands of microphones around the stadium for analysing noise and capturing joyful sound. Plus, We are adding optional Game Commentary in sixteen different languages.
Similar: Widex, Ponak, Signia
A happy audiance is using our hearing loop service in football game.
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Capturing the fun and eliminating the noise.
Touch-the-Cloud
[EV2] Kodak Touch-The-Cloud Sky Activities with 3D video recording
Description:
It is paragliding and skydiving activity in which players can dive with an instructor or alone. Kodak provides 3D body video cameras that capture the incredible moment you create.
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Touch-The-Cloud
—Dive Again At Home
Mission-focus: The Touch-the-Cloud underscores our commitment to capture and preserve the moment by encouraging people to capture the stunning miracle from nature.
Differentiators: It is different from the existing sky activities. What you have from them is a certificate, yet we provide you service for 3D recording. Playing the 3D video in VR after skydiving immerses you in fun again at home.
Similar: iFly, Skydive Elsinore
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A skydiver reviewing his action with VR.
Touch-the-Cloud powered by Kodak
Instant Moment
[EX1] Kodak Instant Moment
A Kiosk take selfies
Description:
A kiosk gives Free instant image at Airport, statium, and tourism sight and sent to yourself, family, and friends.
Mission-focus:
The Instant Moment underscores our commitment to make people live a memorable live by Sharing the real time moment.
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Differentiators:
It is similar to the passport photo booth, but the background is tourism sights, sports games, or customized. The kiosk is digital and photo-paperless. The pictures will be sent to your Kodak App.
Similar: GCphotobooth, Desert Luna, Oh Snap 2
1. Users shared the image to social media
Users are taking a photo
Users is revieing and edit the photo
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3
2.
3.
The couple rented a Instant Moment Plus for their home party
Pottery Class
embed your stoies in the handcraft
[EX2] Kodak DIY Pottery Class
DIY
Pottery workshop
Description:
A workshop you can make your DIY pottery. Kodak teaches you to make a cup or other pottery step by step with your chosen material, and shape, embedded photo or your design.
Mission-focus:
The Pottery Class underscores our commitment to helping people create great moments by helping customers build unique pottery. So that our students can embed photos or designs in the pottery, and preserve them.
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Differentiators:
Many of the photo cups are in the same shape. The customer sent the image, and they printed it on the cup. But Kodak would like customers to enjoy the process of hand work. The customer goes through all methods, from modeling to kiln fire, from clay to pottery.
Similar: Shutterfly, iresults, Vistaprint
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Escape Box
[EM2] Kodak Escape Box
The little houses far way from city
Description:
The little houses are in a wild place. They form by container box. That helps people get away from the city and give themselves a break.
Mission-focus:
The Escape Box reinforces our mission of creating great moments by giving visitors a private place and creating a different feeling from the city. So that our city dweller can have a privite moment.
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Differentiators:
It differs from hotels or Airbnb; there is no housekeeping or host. It is a private place for visitors and escapes from the city.
Similar: Airbnb
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Kodak Aurora
An Alaska adventure
[EV1]
Kodak Aurora
An Alaska adventure
Description:
It is real event that selected candidate can participate.
The winter path, a group of people travels from Fairbanks to Deadhorse see the aurora and glaciers.
On the summer path, they seek a way from Fairbanks to Utqiagvik, where is no public road route. They will video record wild animals.
Mission-focus:
The Kodak App underscores our commitment to make people live a memorable live by encouraging people to capture the stunning miracle from nature.
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Differentiators:
Instead of, one man, seeking alive in the wild, Kodak Aurora is recording the beauty of the wild, capturing some extraordinary views we can’t see in our daily lives, and sharing with others.
Similar:
Running Wild with Bear Grylls, On the Road, Man Woman Wild
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The adventure explore the great Alaska. It is more than just seeing the aurora.
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Thank you for Reading
To learn more please go to the website: https://www.greatmoment.design
All Photos are licenced from Adobe with editing by Yijun Zhong.
This is a non-commercial student project for educational purpose and is not intended to represent or replace the original brand in any way.
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