The Art of the Narrative - TechMunch NY 2012 (by Tricia Okin)
Branding & Visual LIteracy at General Assembly London by Tricia Okin
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Transcript of Branding & Visual LIteracy at General Assembly London by Tricia Okin
Branding and!Visual Literacy
ABOUT Tricia Okin!+ designer based in Brooklyn since 2001 + designs and builds web and mobile sites/applications for companies within the food, green and tech startup fields + BFA in photography from University of Florida and an MFA in Design & Technology from Parsons The New School for Design. http://papercutny.com/ @papercutny
Branding & Visual Literacy Launching a ground-breaking new web app? Branding is crucial to the success of tech companies. A meaningful brand identity will help you:! • Express your brand attributes visually • Develop trust and credibility by creating a system • Stand out in an increasingly crowded marketplace • Forge a lasting connection with your desired audience • Appeal to potential investors
Branding & Visual Literacy
• Users and Audience: meeting their needs, solving their problems, their stories
• Purpose: focused and flexible in the long term
• Design: colour, typography, forms, logo, systems, images
• Writing: voice & style
• Customer Service: accessibility, helpfulness, guiding users
What is Branding?!
Branding & Visual Literacy
Exercise 1: What is tech and start up (to you & others)?!
!
Branding & Visual Literacy
• scrappy • local • sustainable • home grown • authentic • creative • lean
• self-sufficient • agile • innovative • homemade • micro-business • diy • independent
Name some keywords!and buzz words!
Branding & Visual Literacy
• Is this is a problem “everyone” has? • Who is “everyone”? • Are you creating a need/desire but not really a problem? Ex: Foursquare • Has your idea already been in the market for a while? • How much are you improving on an existing idea? • Can you easily create a following behind this and gain traction?
What Problem Are You!Trying to Solve?!
Branding & Visual Literacy
• Age, Urban or Sub-urban, Ethnicities? • What Careers / Professions? • Technology usage? • What issues do they care about that would draw/force them to use your idea? • Luxury product for a few or mass market? • Government or institutions? • Students or anyone on a budget? • Early career folks making around £30.000 with small precious disposable
income? • Couples making £50k - £90k who are used to paying more for quality? • Affluent / luxury – household income of £120k - £205k?
Who’s Your Target Audience?!(Income & Demographics)!
Branding & Visual Literacy Exercise 2: Brand Comparison ( 5 min )!• Who do you think the target audiences for each of these brands? • What expectations/perceptions do you have based on branding • What do you expect to pay at each place?
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Branding & Visual Literacy Exercise 3: Brand Story Comparison ( 2 min )!
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Branding & Visual Literacy Exercise 3: Brand Story Comparison ( 2 min )!
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Branding & Visual Literacy
Exploring Brand Attributes:!What makes a brand distinct from existing brands on the web and in the marketplace? • The problem it solves • Ease of use • Mass market • Specialty • Only for beta testers / exclusivity • Accessibility (customer service) • User knowledge and data along with user cachet
Branding & Visual Literacy
Branding & Visual Literacy
Branding & Visual Literacy
Branding & Visual Literacy
Visual Elements of Branding!• Logo/Identity Design • Wordmark vs. logo • Typography • Use of color • Creating and Choosing an icon
Branding & Visual Literacy
Product & Brand Environment:! Where will your product live?
– Web app – Mobile phone app (which platform, if any?) – HTML 5 app – SaaS
– Lifestyle – Business/Productivity – Analytics – Creative – Luxury / Shopping
Branding & Visual Literacy
Exercise 3: Name Your Favourite Apps and / or Brands
• Why do you like them? • Name the price you’re willing to pay for it
!Exercise 4: Your Competition & Aspiration
• Write down your competitors and aspirational brands
• Do a Brand survey
Branding & Visual Literacy
Applying Branding to Collateral:! • Business cards • Stationery • One Sheets • Digital or Printed Press Kits • Address labels • Stickers / promo items • Banners/Signage
Branding & Visual Literacy Hiring a designer: !• How to find a designer
– Students – Graphic Designers
• independent vs. small shop vs. branding agency – Crowdspring/99 Designs
• What to ask a designer – Portfolio – References – Process
Branding & Visual Literacy
Scope of Work: !!• Logo/Identity • Website (app/product vs. brochure), • Icon system • Mobile/Responsive • Social media (Twitter, FB, Email newsletter, Foursquare, etc) • Blog • Collateral & Marketing (cards, stationery, one-sheets) • Packaging
Branding & Visual Literacy
Applying Your Brand Identity:!
• Social Media – inhabiting your brand persona and bringing it to life via content-rich, platform appropriate posts on multiple channels
• Understand which platforms will help you most: blogging, Twitter, FB, Tumblr, Pinterest, etc
Branding & Visual Literacy
Price Range!Logo/Identity £1600 - £2500 Website (Brochure) £2000 - £4000 App/E-Commerce £5200 - £10000 Social Media £650 - £1300 Collateral £800 - £1800 £40 - £50 per hour would be a good estimate for quality & efficient work. * These would be some ranges for an individual designer vs. a student or a small studio ** The prices above are only for design, not for printing costs
Branding & Visual Literacy
DIY It + Sweat Equity - £1200 - £3000! • Logo - Wordmark & Colors vs. full logo • Brochure Web site - WordPress • E-Commerce Website - Shopify / Etsy / Big Cartel / PayPal
check out • Collateral - Business Cards & Postcards – Moo.com
• Blog & Social Media - FB, Wordpress.com, Twitter • E-Mail – MailChimp (free plan is great)
Branding & Visual Literacy
Examples
Runa by Mucca Design!
Work: http://www.mucca.com/work/runa-2 Analysis: http://www.underconsideration.com/brandnew/archives/runa.php Site: http://www.runa.org/
Seedhouse Stationers by Stitch Design!
Work: http://www.stitchdesignco.com/blog/seed-house-stationers/ Site: http://www.seedhousestationers.com/
Good Energy by Studio Makgill!
Work: http://www.studiomakgill.com/disciplines/brand_identity/good_energy Analysis: http://designworklife.com/2012/03/07/studio-makgill-good-energy-branding Site: http://www.goodenergy.co.uk/
CONTACT Tricia [email protected] http://papercutny.com/ Follow me on Twitter @papercutny
I’ll put these slides up on Slide Share in the next 36 hours: http://www.slideshare.net/papercutny !