Post on 06-Mar-2016
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1.0 Research............................................1.0
1.1 Company Overview
1.2 Research Paper
1.3 SWOT
1.4 Creative Brief
1.5 Competitive Audit
1.6 Demographics
1.7 Brand Persona
2.0 Style Guidelines..............................2.0 2.1 Logo Specs
2.2 Typography
2.3 Color Palette
2.4 Images & Textures
3.0 Creative Development..................3.0 3.1 Mood Board
3.2 Logo
3.3 Digital & Products
4.0 Final Solutions................................4.0 4.1 Website
4.2 App
4.3 Social Networks
4.4 Print Products
4.5 Swag Bag of GoodiesTab
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Brand EssenceAt the heart of our identity is our essence. This is not only about the Run for your Lives organization but it’s also about the people
we hope to inspire to feel good, to exercise and have fun while doing it.
Thrilling, entertaining and immersive are at the core of what
we are about. We represent the opportunity to escape from
everyday worries, and become immersed in the chaos and
fun of running for your lives from bloodthirsty zombies.
You’ll awaken your inner child at our event and become so
involved in the fun, you wont even realize the health benefits.
We’ll leave you with an experience you’ll never forget. It’s a
unique and enjoyable event that brings everyone together.
We introduce the unexpected.
We stand out by looking to tomorrow.
We value trust placed in us.
We connect our audiences' interests.
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RESEARCH 1.01.1 Company Overview1.2 Research Paper1.3 SWOT1.4 Creative Brief1.5 Competitive Audit1.6 Demographics1.7 Brand Persona
2 Run for your Lives
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Run for your Lives
1.1Run for your Lives has created a unique and unforgettable racing
experience that the physically fit, the couch potato, the zombie
survivalist and the every day person can participate in AND enjoy.
It’s especially great for those who have struggled to lose weight
because exercise was never enjoyable.
Run for your Lives has rebranded itself to help it’s target audience
realize what a fantastic challenge and opportunity has been
provided to them. In turn, their reputation of a highly desired
zombie infested obstacle course race has been in higher demand.
Run for your Lives is rebranding it’s image through digital and print
development. They are also providing an outlet through various
social media sites for past and future runners, volunteers, zombies,
course officials, etc. to be able to relive the excitement of their
experience and plan for future races.
Evade beingeaten by zombies!
RESEARCH:COMPANY OVERVIEW
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Run for your Lives
RESEARCH:RESEARCH PAPER 1.2
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RESEARCHRun For Your Lives is a first-of-its-kind event, one part 5K, one part obstacle course, one part escaping the clutches of zombies — and all parts awesome.
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un For Your Lives is a
first-of-its-kind event,
one part 5K, one partRThe future of Run for your Lives
includes our international
expansion in Canada and Europe.
We've updated marketing
collateral including our logo,
website and print products. We've
created a new mobile app and
redesigned our social media sites
to be more interactive and
immersive. The effect that Run
for your Lives has on everyone
is physical, mental, emotional
and is becoming more appar-
ent as our popularity grows. Run
for your Lives motivates people
to not just run, but run for their
lives. It won’t just save you from
zombies, It’ll save you from
yourself.
obstacle course, one part
escaping the clutches of
zombies and all parts awesome.
It’s a simple concept, but it’s
powerful. Bringing people
together to enjoy something that
is larger than the individual is
what we are all about. What sets
us apart from all other races is
Run for your Lives provides
runners all of the the thrill and
fear of being chased by zombies
but none of the undead
consequences
With obesity being at an all time
high, health consciousness is not
on the minds of many. Run for
your Lives introduces a way to
inspire exercise on a regular
basis. It attracts a variety of
people and gives everyone the
desire to finally get moving and
run for their lives. And for the
more serious zombie minded, it
also serves as survival training.
Run for your Lives motivates
those that have no desire to run
and intrigues those who have
tried everything else. In order
to reach everyone we have to
branch out across several of the
largest countries and redesign
our brand to ensure we meet our
audiences needs and exceed
their expectations.
Run for your Lives
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
Attracks people within all levels of fitness those whomay normally not participate
Provides the thrill of being chased in a fun, safe way combined with physical activity
Quickly rising loyal fan base
Inspired and unique zombie costumes
Obstacles can be varied
Clean up for participants after race
Adequate parking and signage
Fine tune difficulty level of obstacles
Bracnching off into different themes
Zombies have been been becoming more popular
Social Networks allow for quick word of mouth
The CDC advertises zombie preparedness
Local businesses may want involvement recognition
Collaboration with well known zombie themed tv shows, authors, directors, etc.
Getting enough people to participate in each race
Finding locations for races
Building obstacles at each location timely and securely
Providing quick and satisfactory customer support
Providing medical attention for injuries on the course
Making sure obligations of contracts are met and legal documentation needed is obtained
1.3RESEARCH:SWOT
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Run for your Lives
SummaryRun for your Lives is a first of it’s kind zombie infested
5k 12 course obstacle race. Run for your Lives offers
people of all ages and cultures the experience and
thrill of being chased by zombies and providing real
world zombie survival training.
Run for your Lives seeks to rebrand themselves in a
way that will make them more visually appealing that
will allow for greater publicity and interaction with
their audience and with each other. It seeks to make
exercise appealing and fun for everyone by
immersing them in the experience.
Vision:Bringing people together to enjoy a thrilling and
immersive real life zombie chase as an obstacle
course race which helps people enjoy exercise.
Tagline:• This ain’t your mamma’s race
Tenants & Image Criteria• Thrilling
• Entertaining
• Immersive
Unique Selling Proposition • Is the only zombie related event involving physical activity
• The only race that tests endurance & ability to evade zombies
• Allows celebration after the race even if you’re “dead”
Primary Product(s) or Service(s):• Zombie filled obstacle course race & Apocalypse party
• A good time, bragging rights & race swag
• Providing fun incentive to exercise for everyone
Target Audience:• A Zombie lovers of all shapes & sizes and ages
• B People who love a challenge
• C Paranoid (zombie) conspiracy theorist
• D Well read & educated people ( mostly Fiction Sci-Fi geeks )
• E People open to new ideas and trying new things
1.4RESEARCH:CREATIVE BRIEF
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Run for your Lives
1.5RESEARCH:COMPETETIVE AUDIT
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The direct competition against Run for your Lives are
the Spartan Race, Tough Mudder and the Warrior Dash.
These 3 obstacle course races have varied coures in
levels of extremes. While their courses may be tough
and rugged and challenge even the most seasoned of
athletes, none of them offer the ability to allow those
who are not as physically fit to participate. Run for
your Lives offers obstacle courses that anyone can
complete and at their own pace.
Because these other races are extremely challenging,
it tends to bring out the "every man for themselves"
syndrome. Run for your Lives is a team sport. Runners
help their own friends but they also stop to help oth-
ers they don't know who may be struggling. And with
Zombies chasing you, you can use all the friends you
can get. Run for your Lives is the essence of bringing
people together to have a good time and losing weight
while doing it.
1.6
Our target audience ranges from teenagers to adults in
their mid 40's who are of all shapes and sizes from the
perfectly fit to the couch potato.
Many are zombie enthusiasts who keep up with all things
zombie. Others hold ordinary white and blue collar jobs
such as teachers, nurses, lawyers, janitors and mechanics.
But all will be open to new ideas, trying new things out
and are young at heart.
Bringing people together to
enjoy something that is
larger than the individual is
what we are all about.
RESEARCH ANALYSIS:DEMOGRAPHICS
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Run for your Lives
RESEARCH:BRAND PERSONAS 1.7
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THETOUGHGUY
David Garza is the face of fitness and embodies the brand person-ality. His muscular frame communicates the strength of the brand and his confidence reminds everyone who’s in charge.
David is always willing to lend a helping hand and crack open a cold beer and a joke but when things get serious, he’s the guy you want watching your back.
He’s:Serious but not uptightSmart but not cockyStrong but not reckless
RESEARCH:BRAND PERSONAS
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THE ZOMBIESURVIVALIST
Jessica Jones is the everyday face in the crowd and epitomizes the agility and the intelligence of the brand. She enjoys reading a good book and can shoot a bullet at your head with deadly accuracy.
She’s petite but don’t let that fool ya. She’s quick on her feet and won’t hesitate to put you down if you’re “infected”.
She’s:Observant but not indifferentTiny but not a pushoverShrewd but not foolish
Run for your Lives
THECOLLEGESTUDENT
Jennifer Beltran represents the fresh and youthful energy of the brand. Her excitement is contagious and her loyalty is fierce.
She’s young and young at heart but don’t let that innocent look mislead you. She has a sharp tongue and an even sharper axe.
She’sInnocent but not naiveFriendly but not Clingy Stubborn but not unreasonable
1.7
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RESEARCH:BRAND PERSONAS
THE COUCHPOTATO
Fred Andrews is the embodiment of everything that is relaxed and laid back about the brand. His garlic breath is strong but his con-victions are stronger.
Fred loves cheeseburgers and long naps. He may be slow but he’s a walking en-cyclopedia of all things zombie.
He’sFunny but not a foollarge but not slowSensitive but not a wimp
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RESEARCH:BRAND PERSONAS
STYLE GUIDE 2.02.1 Logo Specs2.2 Typography2.3 Color Palette2.4 Images & Textures
18 Run for your Lives
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Run for your Lives
2.1
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Z
Z
Z
Z
Z
Z
Z = 0.5in =
half the width
around the
logo and will
give it the
room it needs
to stand out.
Z = 0.5in =
half the height
around the
logo and will
give it the room
it needs to
stand out.
STYLE GUIDELINES:LOGO SPECIFICATIONS: PLACEMENT
Primary
Secondary Logo
The Run for your Lives logo is the
single most important visual element
of the brand. Balance is an essential
component of good design. Placing
any element, including text and
images too close to the logo
diminishes its importance.
It should be treated as a graphic icon
and must appear on all communi-
cations, including print collateral,
products and digital sites. Only with
consistent and guidelined follow
through, will the Run for your Lives
logo remain a powerful asset for
the continued development of the
brand.
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Run for your Lives22 Run for your Lives
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Incorrect UseBackgrounds& Effects Size Distortion Placement Logos/Signature switching
2.1
Logos shall not have a background to them or any filter effects and may not be distored. Signatures may not be placed in any
other location around the logo than what is shown in the correct use of logos and signatures and logos may not be swaped out
with each other.
STYLE GUIDELINES:LOGO SPECIFICATIONS: USE
Correct UseVertical Use Horizontal Use Signature Use
Run for your Lives
The intention of Run for your Lives is to depict it as as an event that is confident, diverse, dynamic and choosing the right style of
type is critical component of this. Run for your Lives uses bold typography to create strong hierarchies and drama across all mar-
keting collateral. Museo Sans and Museo Slab bridges the needs of editorial copy, product typography and public signage with
one family type design. It uses space efficiently, and is clearly legible under any circumstances.
2.2
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
@$%&?!
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
@$%&?!
Museo Slab Museo Sans
STYLE GUIDELINES:TYPOGRAPHY
HeadingsThe default typeface for headings is Museo Slab
Body copyMuseo Sans should be used for all body copy and can be
used for larger sizes of copy or where a more classic look and
feel is desired.
TaglinesMuseo Sans Italics should be used in the Run for your Lives
taglines or wherever emphasis is desired or needed.
Super Header 30px
Header 24px Subheader 18px
Taglines 10px
Body copy is 12px Museo Sans on 18px leading. Other than
that, everyone should know that zombies are a very real possi-
bilitiy and should be as prepared as possible. If you encounter
one, always aim for the head and remember, that’s not your
mother anymore.
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Run for your Lives
Below is the Run for your Lives full color palette. While the Black, White and Red form the
core palette, the secondary colors should be considered to complement the design as ac-
cent. Research has reinforced that 60% of the time people will decide if they are attracted
or not to a message based on color alone.
2.3STYLE GUIDELINES:COLOR SCHEME
Secondary Colors
Primary Colors
Core Color Meaning:
REDRed captures attention and is a very
visible color. It's the color of vio-
lence, adventure &
adventure which is a perfect fit for
Run for your Lives.
BLACKBlack is associated with fear and the
unknown. Combined with red, black
is a very
aggressive color scheme. It has neg-
ative associations such as the death
we're faced running from zombies.
WHITEWhite is associated with purity and
goodness. In design, it's associated
with cleanliness to suggest simplic-
ity. It's the face of innocence lost in
the Zombie Apocalypse.
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Run for your Lives
Photography style is another key component in the creation of successful brand communication and brand personality. Photog-raphy selections are determined by the needs of the individual project but we recommend:Naturally engaging and spontaneous (with the exception of portraits), full of surprise, discovery and enjoyment of the experience. reflect it’s dynamic atmosphere. close ups should be intriguing and draw you into the colors, texture and other details of the image.
STYLE GUIDELINES:IMAGES & TEXTURES 2.4
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CREATIVE DEVELOPMENT 3.0
3.1 Mood Board3.2 Logo 3.3 Digital & Products
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Run for your Lives
CREATIVE DEVELOPMENT:MOODBOARD 3.1
Developing a mood board helps visually illustrate the direction of the design style. It’s a collection of graphics, images, colors,typography, and textures that helps convey feeling and emotion. The final mood board that Run for your Lives has persued is a collective of 3 past mood boards that convey the thrill and excitement of the brand.
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CREATIVE DEVELOPMENT:LOGO 3.2
The Logo sketching process is imperative to the development to the final decision made for the brand. It helps refine the vision. Creating digital logos can be time consuming no matter how skilled you are. This is where sketching logos comes in as a valuable tool. It's much more efficient. It can save valuable time and allow for ideas to be jotted down quickly.
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Run for your Lives
CREATIVE DEVELOPMENT:DIGITAL & Product 3.3
THESKETCHES
Preliminary sketching ideas were consistant in the use of the needs, expectations and desires that the Run for your Lives targetaudience. The media asset ideas that were to be developed had to be functional, visually stunning and would have to stand apart. The ideas behind these sketches has created much anticipation.
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4.1 Website4.2 App4.3 Social Networks4.4 Print Products4.5 Swag Bag of Goodies
FINAL SOLUTIONS 4.0
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Run for your Lives
FINAL SOLUTIONS:WEBSITE - DESKTOP 4.1
The Run for your Lives website (desktop view) makes it easy for you and all your friends to easily access all the information they’ll need to be the next victim at their choice of locations.
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FINAL SOLUTIONS:WEBSITE - TABLET/ MOBILE
The Run for your Lives website ( tablet and mobile view ) is perfect for those lazy days of lounging around but still provides the same great information with optimized viewing performance that’s perfect for smaller devices.
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Run for your Lives
FINAL SOLUTIONS:DIGITAL - APP 4.2
The Run for your Lives app
app prepares you and your
friends for impending doom.
Play alone or in a group. Play
in survivor mode as a runner
or zombie and then brag to
all your friend about how you
did by automatically sharing it
to your favorite social
network.
THE APP
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YOUTUBE FACEBOOKTWITTER
FINAL SOLUTIONS:DIGITAL - SOCIAL MEDIA
Social Networking is for
everyone. Zombies can also
tweet and facebook about
how far they’ve spread the
infection. Runners can im-
merse themselves in the pre
race excitement and share
their experiences with every-
one. We bring you closer to
fullfilling your destiny.
4.3
SOCIAL NETWORKS
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Run for your Lives
FINAL SOLUTIONS:PRINT PRODUCTS - BILLBOARD 4.4
Nothing says “ I told you so”
like a huge billboard on the
side of the highway. While
you’re stuck in gridlock, we've
taken advantage of a high
vantage point combined with
a high traffic location which
make billboard advertisement
a key branding element.
THE BILLBOARD
BILLBOARD SOLUTION
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FINAL SOLUTIONS:PRINT PRODUCTS - POSTER
Run for your Lives is every-
where and so are posters. The
versatility of posters lends
itself to be a main branding
element. Posters give Run for
your Lives the advantage of
abundant and available loca-
tions and quick viewing
access to a varied audience.
THE POSTER
POSTER SOLUTION
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Run for your Lives
FINAL SOLUTIONS:PRODUCTS - SWAGBAG
As a parting gift for partaking in the festivities, Run for your Lives has provided an exceptionally sturdy swag bag filled with all the necessities one would need during an apocalypse including a hoody, flashlight and the ever important toilet paper.
4.5
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Run for your Lives
REFERENCES
Runforyourlives.com. (2012). Runforyourlives.com. Retrieved from http://runforyourlives.com/
PR Newswire, PR Newswire US,. (April 6, 2011). MGH Becomes First Agency in the World to Launch Zombie Marketing Division. Re-
gional Business News, EBSCOhost Retrieved from http://web.ebscohost.com/ehost/detail?sid=44dd6f0a-c72c-4421-bcba-5b3ff-
2caade6%40sessionmgr13&vid=2&hid=12&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bwh&AN=201104061107PR.NEWS.
USPR.PH78432
Facebook.com. (2012). Index. Retrieved from https://www.facebook.com/run.for.your.lives
Reedstreetproductions.com. (2012). About. Retrieved from http://reedstreetproductions.com/about.html
The A-Hed. (July, 2012). For Die-Hard Zombie Fans, A Chance to Romp With the Undead. Retrieved from http://online.wsj.com/
article/SB10001424052702304550004577508983105914246.html
The Washington, Post. (September 9,2012). Zombie’ company needs right employees. Washington Post, The Nov. 0005: Region-
al Business News.. Retrieved from http://web.ebscohost.com/ehost/detail?sid=451627e8-4a97-412b-8596-4ccf2c688198%-
40sessionmgr15&vid=2&hid=12&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bwh&AN=wapo.8ea22be2-99e9-11e1-8c35-
4b78842e2af2
PR Newswire. (January 25, 2012). Run for your lives. Retrieved from http://www.multivu.com/mnr/54305-run-for-your-lives-
zombie-5k-2012
Noah Joseph. (July 27, 2011). Subaru WRX... official escape vehicle of the zombie apocalypse?. Retrieved from http://www.autob-
log.com/2011/07/27/subaru-wrx-official-escape-vehicle-of-the-zombie-apocalypse/
46
REFERENCES
DailyDeadNews. (February 16, 2012). The Walking Dead’s IronE Singleton to Appear at Zombie 5K in Atlanta. Retrieved from http://
dailydead.com/the-walking-deads-irone-singleton-to-appear-at-zombie-5k-in-atlanta/
Fontshop.com. (July, 2010). Jason Santa Maria picks his top typefaces. Retrieved from http://www.fontshop.com/blog/newslet-
ters/june10a/indexEMAIL.html
Smashingmagazine.com. (January, 2010). Color Theory for Designers Part 1 The Meaning of Color. http://www.smashingmaga-
zine.com/2010/01/28/color-theory-for-designers-part-1-the-meaning-of-color/
Reed Street Production. (20012, August 17). Run for your Lives (Official) Retrieved from http://www.youtube.com/watch?v=eKEV-
bC0GiUg
Texturez.com.(Web Host).(2013)Wood (Photography).Retrieved from http://texturez.com/textures/wood?page=3 .
Akamai.net.(Web Host).(2013)Blood Stained T-Shirt(Photography).Retrieved from https://a248.e.akamai.net/media.pinterest.com.
s3.amazonaws.com/upload/201536152045062996_ESJIXACq_f.jpg .
Vectorstock.com.(Web Host).(2013) Brain (Illustration).Retrieved from http://www.vectorstock.com/royalty-free-vector/pink-
brain-side-view-vector-794352 .
sxc.hu.(Web Host).(2013)Forest 4 (Photography).Retrieved from http://www.sxc.hu/photo/1415865 .
sxc.hu.(Web Host).(2013)Natural Forest Ground (Photography).Retrieved from http://www.sxc.hu/photo/1407119 .
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Run for your Lives
REFERENCES
sxc.hu.( Web Host).(2013)Spooky Tree (Photography).Retrieved from http://www.sxc.hu/photo/1357532 ,
Nerdreactor.com.(Web Host).(2013)Zombie Cover(Photography).Retrieved from http://nerdreactor.com/wp-content/up-
loads/2013/02/The-Walking-Dead-S3-Mid-season-1.jpg .
Demilked.com.(Web Host).(2013)Grunge Background(Photography).Retrieved from http://www.demilked.com/free-grunge-tex-
tures-backgrounds/ .
Run for your Lives. (Web Host).(2013)Zombie Makeup(Photography).Retrieved from http://www.runforyourlives.com/the-race/
gallery/ .
Facebook.com. (Web Host).(2013)Jumping Hurdle(Photography).Retrieved from https://www.facebook.com/run.for.your.lives/
photos_stream
Wallpapers.com. (Web Host).(2013)Tough Guy Background (Photography).Retrieved from http://www.arts-wallpapers.com/desk-
top_wallpapers/landscape/fantasy_landscapes/ .
Wallpapers.com. (Web Host).(2013)Zombie Survivalist Background (Photography).Retrieved from http://www.arts-wallpapers.
com/desktop_wallpapers/landscape/fantasy_landscapes/ .
Facebook. (Web Host).(2013)College Student(Photography).Retrieved from https://www.facebook.com/jennfurr09/photos?ref=ts
.
Politico.com. (Web Host).(2013)Couch Potato(Photography).Retrieved from http://www.politico.com/news/stories/0412/74987.
html .
Thefancy.com. (Web Host).(2013)Bloody T-Shirt(Photography).Retrieved from http://www.thefancy.com/things/280558613/
I%27m-Fine-T-Shirt . (blood stain)
REFERENCES
Textureking.com.(Web Host).(2013)Wood(Photography).Retrieved from
http://www.textureking.com/index.php/category/wood (wood background)
Cadena, J. (Photographer).(2013) Bloody Arm/Hand(Photography & Arm/hand model).
Cadena, J. (Photographer).(2013) Tough Guy Persona (Photography).
Cadena, J. (Photographer).(2013) Zombie Survivalist Persona(Photography).
Cadena, J. (Photographer).(2013) Imac Desktop Website (Photography).
Cadena, J. (Photographer).(2013) Human & Zombie in Grass with Ipads (Photography).
Cadena, J. (Photographer).(2013) Human & Zombie holding iphone App (Photography).
Velasquez, V. (Photographer).(2012) Race Bib on Torso(Photography).
Velasquez, V. (Photographer).(2012) Two Zombies eating head(Photography & Model).
Velasquez, V. (Photographer).(2012) Muddy Kid holding Medal Up(Photography).
Velasquez, V. (Photographer).(2012) Zombie Bride(Photography).
Model Credits:
Jessica Garza as The Zombie Survivalist
David Garza III as The Tough Guy
Jennifer Beltran as The College Student
Run for your Lives