Pierce Footwear Messaging Framework

Prepared by: Justin Bronson Zonion Creative Group

Prepared for: George Pierce Pierce Footwear

Design the Pierce Footwear Brand Book

George

Now that we have gone through the entirety of the Messaging Framework workshop, we believe the best next step is to bind this information into a hardbound piece that can serve as a tool for brand guidance and representation best-practice, both internally and externally. This document is tailored specifically for you, and exists to map out how best we could move forward, together. Once you are ready for us to move forward on this work, sign at the bottom and we will get things moving!

If you would like to add, omit or clarify any of the listed deliverables, or anything else within this proposal, please contact me at justin@zonioncreative com or by phone (609) 558-9888

Messaging Framework

Messaging is not copy; it's subtext When our brand speaks, it must be honest, it must be inspired, and it must be singular across all mediums, at all times The Messaging Framework provides a well-built architecture for how your brand communicates on behalf of itself; both internally and externally. In the Messaging Framework Workshop, we will guide your brand through the process of deeper self-discovery. What are the origins and inspiration for the brand? What do you stand for, and how will your stances change the world? Every brand has a story that gives it invaluable purpose Let's do the healthy work of clearly articulating yours

Workshop Sessions

History, Culture&DNA|Discussion

Thepurposeofthisportionofthediscussionistomigrateasmuchinformationaspossible fromyou, tous Wecannotexcelintheadvocacyofyourbrandunlesswedoallwecantoknow itaswellasyoudo

Mission, Vision&Purpose|Discussion

Thepurposeofthisdiscussionistooutlineyourcorecommitments:whatimpactyourbrand willhave(Vision) , howyouaccomplishtheVision(Mission) , andthereason, orreasons, whyyou exist(Purpose).

CoreValues|Discussion

Thisconversationwillhelpsetthetablefortheexercisestofollow. Atthispointintime, what areyourbrand’scorevalues?Aretheyassumedoraretheydefined?Aretheyinspiredbyone individualoraretheycollectivelycarriedbyallwithinyourbrand?

ArchetypesofBranding|Exercise

Webelievethatconnectingmatters. Inordertohelpinspirean authenticconnectionbetweenyourbrandandyouraudience segments -weencourageyoutodothehealthyworkofselfdiscovery. Inanyhealthyandthrivingconnection -knowing oneselfisequallyasimportantasknowingtheother This exercisehelpsusbothcometoadeeperdiscoveryofyour brand’sorigin -yoursoul. Tohelpaccuratelyunderstandhow yourbrandisrelevanttoyouraudiences, wenavigatethe landscapeorArchetypesfoundinliterature, psychologyand story;andfindourselvesbetterunderstandingtheroleour brandplaysintheirlife

BrandDeck|Exercise

TheBrandDeckhelpsyoubetterunderstandyourbrand. Of courseyouknowyourbrand , buthaveyoueverbeenaskedto defineit?Notonlywillthisexercisegiveustheabilityto confirmassumptionsincorevalues -itgivesusamore intimateunderstandingofyourbrand’spersonality.

TheValuePropositionCanvas|Exercise

Thistoolhelpsusunderstandmoreofthepsychologybehindcustomerneed , whichinfluences howwedesignproducts&servicesandcraftcopy&campaignmessagingtospeakdirectlyto thatneed. Inthiscanvas, wedigintothedepthsofyourbrand’svaluepropositionsand

audiencesegments, exposingthe “fit”betweenwhatyouofferandwhatyouraudience segmentswant

Messaging Framework Discussions

Discuss brand origin, story and identity; communicate and analyze position statements and brand core values

Messaging Framework Exercises

Conduct the following brand identity, brand personality and consumer behavior/purchasing psychology exercises: Archetypes in Branding, Brand Deck & the Value Proposition Canvas

Design Digital Messaging Framework

Gather, organize, and design the driving layout for all info taken from workshops to inform the final framework (Includes 3 rounds of design revisions)

Print Hardcover Brand Book

20-30 page, 8.5x11" landscape orientation, hard cover book

DISCOUNT - Workshops Provided at No Charge

$1,000.00 $1,000.00

$1,000 00

$1,000 00

$1,050 00 $1,050 00

$111 00 $111 00

This is extended to you in appreciation for your trust in us to help build a strong foundation for your brand -$2,000.00 -$2,000.00

Subtotal $1,161.00

Total $1,161.00

Terms and Conditions

Consultation services

50/50

Forallconsultationbasedservices(suchasconsulting, messagingframeworksandbrandstrategyworkshops, etc.)we invoicehalfupfront, andthenaskfortheremaininghalfatthepointoffinalprojectpresentation

Print production

100% Pre-Pay

Forallprojectsthatincludeprintproduction, weinvoicetheprintcostinfullduringthefirstinvoiceoftheproject.

Ownership of materials

Allcompletedworkthatispaidinfullwillbeprovidedtoclientattheirrequest, innativefileformatincludingfonts, design elementsandanypurchasedstockimages Clientownsinfullallcompletedandpaidforwork Completedwebsiteswillbe transferredtoclientincludingbackdoorcredentials Ifclientdesirestotransferdomainorrequiresanyotherwebtransfer assistance, allinformationwillbemadereadilyavailable

Design estimate notes and exclusions

Foralldesignrelatedprojects, iftheproject'sdesignroundsexceedsthenumberofroundestablishedwithintheagreedupon proposedprice, eachadditionalroundofeditsisinvoicedatthedesignhourlyrate ItisuptothediscretionofZonionCreative Grouptoloweranyadditionaldesignrelatedcostbaseduponthedesignneedsofagivenproject

How to pay

Weacceptchecks, moneyorders, cashandofcourseyoumaypaybycreditcardorACH. A3%creditcardchargewillbeinvoicedforcredit cardpayments

Timeline

ZonionCreativesetsallprojectsona25-daytimeline Dependingontheurgencyoftheproject, thistimelinecanbeshrunktoaccommodate forclientneeds. Pleasereadthroughthe "ClientContentDeadlines"below, astheyarerequiredinordertoensurethatprojectsare completedinatimelyfashion.

CUSTOMER

Signature

George Pierce

Date

CEO 11/22/2017

Name Title

Z'Onion Creative Group

Signature

Date

Sonja Anderson Director

Name

Title

Document Ref.: TYQKJ-BSC4I-R8RYK-TFRUM

Document signed by:

Pierce

Sonja Anderson

Document completed by all parties on: 22 Nov 2017 22:41:58

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