Day 10 4 1 Final

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Boulder Ice CreamHelp Save the Planet One Scoop at a Time

Boulder Ice Cream

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The main emphasis throughout this document is to provide direction and clarification about Boulder Ice Creams new brand and campaign. This document works as a project book that shows the Help Save the Planet One Scoop at Time campaign while also working as a visual style guide to illustrate the new stylistic approach with visuals that are easy to understand.

Boulder Ice Cream offers organic ice cream that is made from all natural, pure ingredients. These products are minimally processed without artificial ingredients, preservatives, and provide customers with the freshest high quality organic ice creams. Values are concentrated on organic food production and sustainable practices to help leave minimal impact on the planet. Working with local dairy farms that produce milk and cream exclusive of toxic pesticides and fertilizers. Boulder Ice cream is an eco-friendly company who uses alternative energy sources to minimize impact on earth.

Over view

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Table of Contents1.0 Research1.1 Abstract1.2 Research 1.3 Creative Brief1.4 SWOT Analysis

2.0 Creative Development2.1 Moodboards2.2 Logo Redesign2.3 Social Media2.4 Website & Mobile App2.5 Print Ads

3.0 Style Guide3.1 Logo Usage3.2 Logo dos & don’ts3.3 Typography3.4 Color Palette3.5 Imagery

4.0 Design Solutions4.1 Social Media4.2 Website & Mobile App4.3 Print Ads4.4 Billboard4.5 Infographic4.6 Reference

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1.0 Research

1.1 Abstract 1.2 Research

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1.3 Creative Brief 1.4 SWOT Analysis

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1.1 Abstract

Boulder Ice Cream began making ice cream in 1992 in Boulder, Colorado where they provided customers with homemade, all natural ice cream that quickly became popular, so popular that there was a 20 minute wait just to reach the door. They quickly expanded by producing ice cream for local restaurants and grocery stores. Eventually their ice cream was available at Whole Foods, Ideal, and Leever’s Markets, as well as many other grocery stores. Today Boulder Ice Cream is accessible in the Western ad Southwestern US (History, 2011). This campaign will expand the availability of Boulder Ice Cream to the Eastern side of the US so that one day it will be offered around the country.

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Throughout this campaign the focus will be concerning sustainable and organic practices that Boulder Ice Cream has in place in order to sufficiently produce fresh organic ice cream that customers can both enjoy and feel good about. This campaign will be launched through social media, website, mobile app, print and billboard advertising. These channels will provide an expression of why Boulder Ice cream is more then just an ice cream company. Furthermore, visual content and messaging will provide evidence of Boulder Ice Cream’s environmental and eco-friendly responsibilities as its core value.

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1.2 Research

IntroductionBoulder Ice Cream offers organic ice cream that is made from all natural, pure ingredients. They work with local organic dairy farms to purchase milk that is minimally processed to provide customers with the freshest high quality organic ice cream. Alternative energy sources are in place to minimize their impact on the environment. They will continue to maintain their promise to use organic ingredients from local dairy farms that are free of pesticides and fertilizers while minimizing impact on the environment and raise awareness about environmental issues.

This paper will discuss the reasons why Boulder Ice Cream is so successful at selling their products. By working to save endangered land and focusing on increasing their eco-friendly practices, Boulder Ice Cream will stand out from its competitors. To give them an advantage over their competitors, some ideas in this paper will focus on availability, location, health, economics, environmentally friendly practices and variety. Boulder Ice Cream targets families and young children to buy and enjoy their healthy treats.

Some opportunities are to sustain and increase use of alternative energy by practicing other types besides wind power. They have the potential to expand and offer a variety of flavors and frozen desserts. In turn they

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will be expanding their customer base because of variety and offering different products that are unique. To build a stronger brand entity in the organic industry availability is key for.

OrganizationOrganic diary farms are their primary source for milk and cream in order to produce organic ice cream that has little impact on the ecosystem. Organic indicates how agricultural products such as food and fibers are grown and managed. This type of food production relies on farming were there is no use of toxic fertilizers and pesticides while preserving and replenishing soil richness. These foods are minimally processed without artificial ingredients and additives that help to sustain the reliability of organic foods. In the past decade organic milk production has become one of the fastest growing parts of organic farming in the United States. This has created new prospects for organic farmers especially in northeastern United States (Pereira, 2013).

In order to support a cleaner environment the best method is to practice organic farming. Since their products are free of pesticides and fertilizers, no runoff occurs into bodies of water like rivers, streams, and lakes. On Boulder Ice Cream’s website they best describe

organic farming as the “Elimination of polluting chemicals and nitrogen leaching, in combination with soil building, works to prevent contamination, and protects and conserves water resources” (What is organic? 2011). Conventional farming uses pesticides and fertilizers, which would eventually end up in the soil and water. They are currently changing their complete grocery line to organic to illustrate their commitment to practicing an organic lifestyle.

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1.2 Research

They look at every process, item, and ingredient closely to insure the integrity of their company. As they

state on their website “Our philosophy is that the manufacturing of our product does not happen just inside our walls but reaches outside our plant, up the supply chain and down the waste line” (Sustainable practices, 2011). Looking at the distance of their products to consumers, how much water and electricity is used during these processes and where items end up when they leave their facility are important factors. To provide evidence that they do what they say Boulder Ice Cream uses 100% of their electricity from wind power (Sustainable practices, 2011). To even further development sustainable practices Boulder Ice Cream will look into other possible energy sources.

Boulder-based Eco-Cycle’s Zero Waste program has an objective to move 90% of solid waste that they produce away from landfills. Today 70% of their solid waste is diverted from landfills so they are getting closer to reaching their goal of 90%. They are able to avert solid waste by recycling, reuse and composting. Boulder Ice Cream also uses every effort to get local distributors, delivery drivers and retailers to recycle their packaging by either reusing

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or recycling cardboard boxes that are use to hold cartons and plastic tubs (Sustainable practices, 2011).

They balance their electrical usage by using freezers with defrost cycles. Predominantly Boulder Ice Creams plant is heated by use of recycled hot air that is produced by freezer compressors from their manufacturing equipment (Sustainable practices, 2011). They have what is called a “Closed loop system” where recycled water is used to cool the refrigeration equipment. Two more eco-friendly practices that Boulder Ice Cream does is to re-captured tank cleaning chemicals for reuse this way they will not be released into the sewer system. Additionally their company’s diesel vehicles use biodiesel fuel.

Besides all of the practices discussed in this paper, Boulder Ice Cream could also use proceeds from every purchase to help save endangered land by becoming partners with The Nature Conservancy organization. To provide the best services to their customers, not only does Boulder Ice Cream look at distance the consumer travels, but also its availability. Currently you can order online through their website but they need to increase how many locations they have in the United States in order to raise customer recognition and awareness. Opening ice cream shops in local malls, offering their ice cream in restaurants and developing a mobile app will expand the availability to customers.

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1.2 Research

Design StrategiesIn this section of the paper media collateral, imagery, style, theme, logo, colors and typography will be discussed to provide a description of what the overall look and feel will be for Boulder Ice Cream’s deliverables in all mediums. The periodical Brand ‘Em! best describes the importance of a successful brand when stating,

“Whether the deliverable is hard-copy paper or virtual PDF files, coordinated and cohesive brand presentation through packaging is critical for achieving high recognition and brand memory recall. Templates and stylesheets become packaging tools that can help an information center present its brand consistently and establish and trigger brand memories” (Kangiser, 2004). An all encompassing and branded company constantly reflects its values in everything that they do from production to advertising and that shows the quality of the brand. If this is done successfully it will build

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brand recognition and brand loyalty, which reinforces the customers’ certainty in your company.

The branded marketing campaign created for Boulder Ice Cream will be seen in print, online, direct mail, packing, interactively through an app for mobile and other applications. Corporate identity will also be achieved internally through business cards, letterheads, envelopes, brochures, presentations and folders. Imagery used in all collateral will illustrate the values of eco-friendly, fresh ingredients as well as the everyday sustainable practices in a way that is abstract and unique. The goal for Boulder Ice Cream

is described in Brand ‘Em! “Successful branding uses design to reinforce brand visual memories at every encounter with customers and perspective clients” (Kangiser, 2004). After a full branding campaign is developed customers will identify with the brand by the wording and visuals used in every medium.

Boulder Ice Cream will be represented with an abstract cone shape that is unique and memorable. Coolvetica is San Serif font that is based on American chain store logos from the 1970’s that may be incorporated into advertisements and collateral (Coolvetica). It is clear, easy to read, has firm kerning and contains curls in certain letters, which reflect the uniqueness of environment with curls.

In the article A Guide to Choosing Colors for Your Brand the author says,

“Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone” (Fadeyev, 2008). This states the importance of color and how it is used in branding and advertising. Typically

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1.2 Research

any brand that is involved in eco-friendly practices uses the color green to represent things such as the environment, nature, earth and organic. The use of green will represent organic foods, recycling, and nature; while brown will give a rustic feel that signifies the outdoors. Yellow will represent energy and gives off friendly and happy emotions, which will make the viewer feel good about the product. Instead of using green and yellow jointly, as most eco-friendly companies do, using a pastel color pallet of green, brown and yellow as well as purple will create differentiation from other organic ice cream companies.

ConclusionThe Help Save the Planet One Scoop at a time Campaign illustrates the positive values and beliefs that Boulder Ice Cream holds. Their eco-friendly practices both inside and outside their manufacturing mirrors principles that help leave a minimal footprint on the planet. This is the core of what Boulder Ice Cream is about and is showed in everything from their logo design, to the company cars they drive, to delivery their goods. Boulder Ice Cream is not just a homemade and natural ice cream company; they are a company who goes beyond manufacturing a product by acquiring milk from local diary farms and use organic ingredients.

They will continue to learn about new practices in organic farming as well as sustainable practices that they can use as sources of energy for their production and transportation. To further demonstrate these goals, all of the materials created for Boulder Ice Cream for use inside or outside the company like advertisements

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and commercials. Media collateral, brand colors, typography, logo and website design will all replicate organic and sustainable practices in a way that is diverse from competitors to guarantee an increase in brand awareness to the targeted audience and also to potential customers. Every part of the campaign relies on consistency in design and messaging to draw attention to customers in a way that will be retained in their minds. Brand identity will be completed throughout this campaign for Boulder Ice Cream since its look and feel, which replicates their core values and positive messaging will be true and reliable.

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1.3 Creative Brief

Primary Product OfferingBoulder Ice Cream offers homemade organic ice cream that is produced with sustainable practices in place.

Campaign Project ObjectivesThe main objectives for the campaign are to increase brand awarness with a refreshed abstract style while incoporating eco-frendly practices. Leveraging the new visually colorful and abstract brand to attract customers through engagement and consistency.

DeliverablesCreate digital media advertising and social media materials that will engage the customer to what to learn more about Boulder Ice Creams products and practices.

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Key Tenets •Organic •Abstract •Informative

Brand PositioningFor families, children, an young adults who want organic ice cream with a large variety of flavors, Boulder Ice Cream provides fresh ingredients that are free of any pesticides and fertilizers. Unlike most companies who advertise their products as all natural Boulder Ice Creams products are truly made with organic ingredients that are minimally processed to maintain the integrity of the products and brand.

Key Benefits and Features•Order online (website or mobile app) •Learn how to help save the planet

Call to ActionDrive customers to the website, mobile app, and social media channels.

TaglinesNaturally delish, help save the planet one scoop at a time, we know organic, and do good, feel good.

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1.4 SWOT Analysis

This study was has been assembled to evaluate Boulder Ice Cream and how they compared to their competition. The SWOT analysis is a useful tool that builds the frame work for reviewing strategy, position and the direction the business should follow. It supports the campanies vision, mission, and objectives while gaining a perspective. It allows the brand to build on its strengths, minimize weaknesses, seize opportunities and counteract threats. A SWOT analysis will reveal connections and show areas that need improvement.In this case Boudler Ice Cream can levarge its strengths, seize opportunities, improve weakness, and find ways to resolve weakness.

Strengths:• Soley foused on products and

sustainable practices• Unique homemade organic products • Variety (ice cream, gelato, sorbets)• Local Boulder, Colorado company

Weaknesses:• Brand awareness

• Brand look and feel• Cost of delivery

Threats:• Cost of diary products

• Changing customers choices to buy organic over regular

• Consumer buying power

Opportunities:• Increase advertising

and marketing• Sustain and increase use of

alternative energy• Potential to expand types and flavors of frozen desserts• Mobile App for ordering

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2.1 Moodboards

2.2 Logo Redesign

2.3 Social Media

2.0 Creative Development

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2.4 Website & Mobile App

2.5 Print Ad

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2.1 Moodboards

Moodboard 1

This moodboard is an innovative and abstract approach that will represent outside of the box visuals. The colors, typography, textures and imagery are bold and modern. It includes design principles such as emphasis, rhythm, shapes, contrast and repetition. The ice cream flavors are shown with a different approach that shows how I would like the “look and feel” for Boulder Ice Cream to be seen.

Moodboards provide visuals to convey your design ideas which often include textures, images, and text as part of the design theme. In Why Mood Boards Matter the author describes

mood boards by stating “In essence they are a compilation of inspirational elements used by designers to flesh out ideas at the beginning of a design project” (Why Mood Boards Matter, 2008). Each mood board shows different options for the “look and feel” of Boulder Ice Cream in a distinctive but consistent way. Each idea has a look that will interest many ages. The first mood board is bold and abstract while the second mood board is more realistic and the last mood board is earthy and simple but at the same time somewhat abstract.

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Moodboard 2

This moodboard has more of a conservative approach that is similar to other eco-friendly companies. It illustrates elements that are organic in a simple and clean way that is the most realistic approach out of all three mood boards. This moodboard is the most similar to what Boulder Ice Creams look is currently since it includes organic farming and wind power.

Moodboard 3

This is a moderate approach that illustrates elements, type, colors and textures that are simple but yet have an abstract twist that is not as far out of the box as moodboard one. This moodboard is based on colors and imagery has the most organic and eco-friendly look and feel from the other two. It also emphasizes recycling and reusing more then the other two mood boards.

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2.2 Logo Redesign

2002 2004

Logo History

Present

Boulder Ice Cream logo has been redesigned three times in the history of the business. Presently the logo lacks a good font and the ice cream cone shape can be used differently to help set the company apart from it’s competition.

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Logo Development

First Round of Sketches

Second Round of logo designs

Last Round of logo designs

The first, second and last rounds of sketches illustrate the design process for the new logo. From the start an abstract style was the focus for this design. The ninth sketch in the last round of designs was chosen as the final.

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2.3 Social Media

What is means to be “Green”

Concepts for social media were either going to be focus on a new product or trying to promote Boulder Ice Cream as an Eco-friendly company. Section 4.1 shows the final social media designs for the campaign.

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Instagram connects with Facebook in many ways and will help promote new products and services.

YouTube also connects with Facebook this will allow the business and its customers to communicate about the company and its offerings.

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The website and mobile app are important parts of the campaign because they connected with social media which helps drive traffic to the website. Section 4.2 includes finals designs for these campaign assets.

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During this stage of designs for the mobile app the color scheme and interface where important components of the design. The final designs show some functionally that is offered through the mobile app.

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2.5 Print Ad Concepts

The subject of recycle, reuse and reduce was clear from the beginning for design but was altered to include a green rather then a blue gradient to reflect the ecological focus of the brand. Section 4.3 shows the final designs of the print ad series.

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3.0 Style Guide

3.1 Logo Usage

3.2 Dos & Don’ts

3.3 Typography

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3.4 Color Palette

3.5 Imagery

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The re-designed logo consist of the company name “Boulder Ice Cream” in Gill Sans Ultra Bold with an abstract ice cream cone symbol to the right. The logotype is a graphic representation that is unique and is designed for easy recognition and differentiation. The logo face of the brand and a key element of Boulder Ice Creams identity. To maintain this identity, it is essential that the logo be consistent throughout all media and marketing channels.

3.1 Logo Usage

Boulder Ice Cream

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It is acceptable to use different colors backgrounds as long as the logo is legible. Different versions of the logo are available such as a knocked out white version as well as an all black version for use in mediums that require no color in the logo. See examples below as a visual reference.

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3.2 Logo Dos & Don’ts

The logo should be an acceptable distance from other elements and should not be used smaller then the minimum size.

Minimum SizeWidth: 2.0972

Boulder Ice Cream

Boulder Ice Cream

B

B

BB

Clear Space

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Unacceptable Usage

Boulder Ice Cream

Boulder Ice Cream

Do not alter the horizontal scale of the logo.Do not alter the vertical scale of the logo.

Boulder Ice Cream

Boulder Ice Cream

Do not adds words or graphic element that will interfere with the logo.Colorado

Do not alter the logo by squishing, distorting, modifying color or orientation, placing on a pattern, texture or photo that will make it not legible. Rotating, flipping or using separate parts of the logo are not acceptable.

X

Boulder Ice Cream

Boulder

Ice CreamBoulder Ice Cream

Boulder Ice Cream

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3.3 Typography

I chose to use CF Crack Bold as the typeface for headlines because its bold and plays on the word Boulder. This font was used in one of my last logo designs and I felt it was very fitting for the name Boulder Ice Cream however I did not chose that logo design as my final but would still like to incorporate this font into the brand. The font is eye catching especially when used with effects which will work well with advertising materials. Rockwell Bold will be the primary font used in headlines and some call to actions. Century Gothic Regular is the typeface that will be used for the body copy and call to action since it’s legible and easy to read. The tone for copywriting will be upbeat, happy, positive, bold, playful and environmentally friendly.

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Headlines Align CenterRockwell BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Body copy/sub-head Century Gothic BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Alternative Headline when legibleRockwell BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

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3.4 Color Palette

The bold palette offers dynamic, vibrant, and energetic colors. These characteristics are important for Boulder Ice Creams campaign especially since the logo includes three colors from the color palette. The colors in the palette stand out against bland designs since they are bright and saturated colors that “pop” on dark and light backgrounds. The mood and personality of the brand is complemented by this color scheme. The bold colors help counterpart the bold typography, copy writing style and abstract imagery.

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Pantone 376 C Pantone 660 C Pantone 219 C

Pantone 7404 CPantone 144 C

R 136 G 197 B 64

C 51 M 0 Y 100 K 0

R 33 G 122 B 189

C 83 M 46 Y 1 K 0

R 210 G 39 B 129

C 13 M 96 Y 13 K 0

R 247 G 140 B 34

C 0 M 54 Y 97 K 0

R 253 G 213 B 0

C 2 M 13 Y 100 K 0

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3.5 Imagery

Photography will capture people in the moment of enjoying ice cream and helping the planet. The mood and emotion will portray happy, healthy, and energetic personalities. Other supporting imagery can be vector based as well and will also represent abstract and positive feelings. These images are innovative and create an abstract approach that will represent outside of the box visuals. This “look and feel” will attract families and children since the visuals are interesting and colorful. For Boulder Ice Cream to be different from its competitors the abstract images and bold colors will set them apart. Showing ingredients in a different way will catch the customers interest and give them a visual way to identify with Boulder Ice Cream.

4.1 Social Media


4.0 Design Solutions

4.3 Print Ads

4.4 Billboard

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4.1 Social Media

Social media plays a huge role in the Help Save the Planet One Scoop at a Time campaign because it directly targets the audience by allow consumers to be involved and share their thoughts about Boulder Ice Cream through social media. Whether its a comment or like on Facebook or a video post on YouTube or a photo on Instagram. These are fast and free types of media that will spread the word of Boulder Ice Creams organic flavors and portray their involvement in the environment. Social media will build loyalty with customers and increase brand exposure. This creates engagement that the customer can be involved in. Is is also a line of communicate that is more direct then say print advertising. Its a cheaper type of media that reaches a larger audience. Social media will help reach potential customers while extending the brands audience.

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A revamped website is clean and appealing while keeping the existing layout and menus. The current information is relevant and does not need to change since a lot of the content is informative to the consumer. The redesign will display well across various platforms. It is important to update the site to match the new brand image and also for consistency across other media such as Facebook and the mobile app. This redesign changes the bran image to create interest. Creating a consistent modern online image will help communicate and define what the brand is. The revamped website will improve user experience by creating a more user friendly site that is engaging. This also builds brand equity and gives the user information in that is easy to find.

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The mobile app gives customers 24/7 accessibility and states of orders placed online through the website or mobile app. The app will be at the customers finger tips and allow for some choices when purchasing. This is a easily accessible way for anyone with a smart phone to order their favor type of ice cream and have it delivered to their door within a short period of time. The app will also help customers locate restaurants and stores that offer Boulder Ice Cream. The app lets the consumer locate a solar powered ice cream stand that only offers Boulder Ice Cream products. The app will connect with users on a more personal level.

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4.3 Print Ads

Print advertisements such as magazines target a more specific audience base on what type of magazine a Mom, teenager, or even a fisherman would purchase and read. Through this type of media communications will drive customers to the website while focusing on Eco-friendly practices and new products that Boulder Ice Cream has to offer. Print ads persuade prospective customers to trust and believe in your brand thus increasing the brands audience. Prints ads will communicate the benefits of the product and include facts about Boulder Ice Cream involvement with Eco-friendly practices.

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4.4 Billboards

Billboard advertising is important medium for reaching audiences of all ages and lifestyles no matter what their income is. Billboards can reach families and professionals driving to work as well as students going to class. Billboards also reach large amount of people in a short period of time especially if placed near a busy highway or near a city. Billboard advertising will increase brand awareness and extend the customer base for Boulder Ice Cream.

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4.5 Infographic

Infographics are designed to represent information or data in a visually interesting way while telling a story with an interactive approach . It was a fun experience to create this infographic

The next page shows each section in more detail.

A Campaign to

Create a Bolder

Boulder Ice Cream

Bou

lder

Ice Cream

Boulder Ice Cream offers organic ice cream

that is

made from

all natural, pure ingredients. They also

have sustainable practices in place to leave as small

of a footprint on the environment as possible. Both

are differentiators for this campaign.

Research

Uses

100%

Wind Power

Boulder Ice Cream

diverts

solid waste from

landfills through

recycling, reuse

and composting. Their

goal is to reach 90%.

70%

Prototypes

Help Save the Planet

One Scoop at a Tim

e

Boulder Ice CreamH

elp Save the Planet One Scoop at a Tim

e

Social Media

Mobile App

Webpage Redesign

This type of media will

directly target my audience

but allow consumers to be

involved and share their

thoughts about Boulder Ice

Cream through social

media which can also

include photography. This

a a fast and free type of

media that will spread the

work of Boulder Ice

Creams awesom

e organic

flavors and portray their

involvement in the

environment.

To promote and m

ake

ordering Boulder Ice

Cream at the

customers finger tips

and app will create a

easily accessible way

for anyone with a

smart phone to order

their favor type of ice

cream and have it

delivered to their door

within a short period of

time. The app will also

help them locate

restaurants and stores

that offer Boulder Ice

Cream. It will also

allow the consumer to

locate a mobile solar

powered ice cream

stand that only offers

Boulder Ice Cream

products.

A revamped website will be

clean and appealing while

keeping the existing layout and

menus. The current inform

ation

is relevant and does not need to

change since a lot of the content

is informative to the consum

er.

The redesign will display well

across various platforms. It is

important to update the site to

match the new brand im

age and

also for consistency across other

media such as Facebook and

the mobile app. M

agazines will

include OR codes which will also

bring customers back to the

website. Possibly add some

video to the site as well that

focuses on the brands main

valued of organic farming and

sustainable practices.

Magazine Ads

Targets a more specific

audience base on what type of

magazine a M

om, teenager, or

even a fisherman.

Comm

unicates the benefits,

drives customers to the website,

mobile app and social m

edia

channels. Persuades

prospective customers to trust

and believe in your brand.

30-sec Comm

ercial

This media will build brand awareness and

reach potential customers in an wide range.

It comm

unicates what is new and illustrates

the benefits of the brand.

Billboard

Billboards can be strategically

placed on certain websites to

targeted specific people. Transit

advertising on buses is an

important m

edium for reaching

audiences of all ages and

lifestyles no matter what their

income is. Could also reach

families and professionals

driving to work as well as

students going to class.

History

Style

Logo

Bou

lder

Ice Cream

Bou

lder

Ice Cream

Brand Colors

Typography

Century G

othic Bold Rockw

ell Regular

Century G

othic Italic Rockwell Italic

Images

References

(n.d.). Retrieved May 20, 2014, from

http://www.bouldericecream.com

/company/sustainable_practices.htm

l

Thibeault, J. (2013, December 26). Is transm

edia storytelling the new digital marketing?. Retrieved from

http://www.re-

thinkeverythingblog.com/2013/12/26/is-transm

edia-storytelling-the-new-digital-marketing/

Boulder Ice Cream

opened in

1992 with a

min

wait out the door

“No longer are people consuming m

ost of their

content on the TV, a newspaper, or even their

computer. Rather, they are using a com

bination of

channels” (Thibeault, 2013). It’s the combination of

mixed m

ediums/channels that help illustrate your

brand and it’s story.

57

A Campaign to

Create a Bolder

Boulder Ice Cream

Bou

lder

Ice Cream

Boulder Ice Cream offers organic ice cream

that is

made from

all natural, pure ingredients. They also

have sustainable practices in place to leave as small

of a footprint on the environment as possible. Both

are differentiators for this campaign.

Research

Uses

100%

Wind Power

Boulder Ice Cream

diverts

solid waste from

landfills through

recycling, reuse

and composting. Their

goal is to reach 90%.

70%

Prototypes

Help Save the Planet

One Scoop at a Tim

e

Boulder Ice CreamH

elp Save the Planet One Scoop at a Tim

e

Social Media

Mobile App

Webpage Redesign

This type of media will

directly target my audience

but allow consumers to be

involved and share their

thoughts about Boulder Ice

Cream through social

media which can also

include photography. This

a a fast and free type of

media that will spread the

work of Boulder Ice

Creams awesom

e organic

flavors and portray their

involvement in the

environment.

To promote and m

ake

ordering Boulder Ice

Cream at the

customers finger tips

and app will create a

easily accessible way

for anyone with a

smart phone to order

their favor type of ice

cream and have it

delivered to their door

within a short period of

time. The app will also

help them locate

restaurants and stores

that offer Boulder Ice

Cream. It will also

allow the consumer to

locate a mobile solar

powered ice cream

stand that only offers

Boulder Ice Cream

products.

A revamped website will be

clean and appealing while

keeping the existing layout and

menus. The current inform

ation

is relevant and does not need to

change since a lot of the content

is informative to the consum

er.

The redesign will display well

across various platforms. It is

important to update the site to

match the new brand im

age and

also for consistency across other

media such as Facebook and

the mobile app. M

agazines will

include OR codes which will also

bring customers back to the

website. Possibly add some

video to the site as well that

focuses on the brands main

valued of organic farming and

sustainable practices.

Magazine Ads

Targets a more specific

audience base on what type of

magazine a M

om, teenager, or

even a fisherman.

Comm

unicates the benefits,

drives customers to the website,

mobile app and social m

edia

channels. Persuades

prospective customers to trust

and believe in your brand.

30-sec Comm

ercial

This media will build brand awareness and

reach potential customers in an wide range.

It comm

unicates what is new and illustrates

the benefits of the brand.

Billboard

Billboards can be strategically

placed on certain websites to

targeted specific people. Transit

advertising on buses is an

important m

edium for reaching

audiences of all ages and

lifestyles no matter what their

income is. Could also reach

families and professionals

driving to work as well as

students going to class.

History

Style

Logo

Bou

lder

Ice Cream

Bou

lder

Ice Cream

Brand Colors

Typography

Century G

othic Bold Rockw

ell Regular

Century G

othic Italic Rockwell Italic

Images

References

(n.d.). Retrieved May 20, 2014, from

http://www.bouldericecream.com

/company/sustainable_practices.htm

l

Thibeault, J. (2013, December 26). Is transm

edia storytelling the new digital marketing?. Retrieved from

http://www.re-

thinkeverythingblog.com/2013/12/26/is-transm

edia-storytelling-the-new-digital-marketing/

Boulder Ice Cream

opened in

1992 with a

min

wait out the door

“No longer are people consuming m

ost of their

content on the TV, a newspaper, or even their

computer. Rather, they are using a com

bination of

channels” (Thibeault, 2013). It’s the combination of

mixed m

ediums/channels that help illustrate your

brand and it’s story.

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4.5 Infographic

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4.6 References

Coolvetica. (n.d.). Retrieved from http://www.myfonts.com/fonts/typodermic/coolvetica/

Fadeyev, D. (2008, September 29). A guide to choosing colors for your brand. Retrieved from http://www.usabilitypost.com/2008/09/29/a-guide-to-choosing-colors-for-your-brand/

History. (2011). Retrieved from http://www.bouldericecream.com/company/history.html

Kangiser, A., & Olson, C. (2004). Brand ‘Em!. Searcher, 12(7), 50-56.

Pereira, A. D., Brito, A. F., Townson, L. L., & Townson, D. H. (2013). Assessing the research and education needs of the organic dairy industry in the northeastern United States. Journal Of Dairy Science, 96(11), 7340-7348. doi:10.3168/jds.2013-6690

Sustainable practices. (2011). Retrieved from http://www.bouldericecream.com/company/sustainable_practices.html

Wagner, Mindy. Why Mood Boards Matter. Web Designer Depot. http://www.webdesignerdepot.com/2008/12/why-moodboards-matter/

What is good typography?. (n.d.). Retrieved from http://practicaltypography.com/what-is-good-typography.html

What is organic? (2011). Retrieved from http://www.bouldericecream.com/company/what_is_organic.html

Images These images are solely use for Comp purposes during the proposal process. If the client accepts the proposal, the they must purchase the licenses for either Shutterstock and/or Thinkstock:Adams, I. (Photographer). 3 Speech Bubbles With Ice-Cream And Berries, Isolated On White [Print Graphic]. Retrieved from http://www.shutterstock.com/pic-61290613/stock-vector--speech-bubbles-with-ice-cream-and-berries-isolated-on-white-background-vector-illustration.html

Amanaimage, R. (Photographer). Multi-colored swirl [Print Photo]. Retrieved from http://www.thinkstockphotos.com/search/

Ammos, E. (Photographer). Spiral made of citrus skin isolated on white [Print Photo]. Retrieved from http://www.shutterstock.com/pic-102159571/stock-photo-spiral-made-of-citrus-skin-isolated-on-white.html

Cavalier, N. (Photographer). colorful juice splash on orange [Print Photo]. Retrieved from http://www.shutterstock.com/pic-55490632/stock-photo-colorful-juice-splash-on-orange.html

Dboystudio. (Photographer). Ice cream info-text graphics and arrangement concept on white [Print Graphic]. Retrieved from http://www.shutterstock.com/pic-115833910/stock-photo-ice-cream-info-text-graphics-and-arrangement-concept-on-white-background-word-cloud.html

d3images. (Photographer). Tablet and smartphone blank screen mockup white background [Print Photo]. Retrieved from http://www.thinkstockphotos.com/image/stock-illustration-tablet-and-smartphone-blank-screen/476188675popup? rc=history

Erin, O. (Photographer). Many abstract ice cream in form of sphere isolated on white [Print Graphic]. Retrieved from http://www.shutterstock.com/pic-116363560/stock-photo-many-abstract-ice-cream-in-form-of-sphere-isolated-on-white background-d-illustration-close-up.html

Everythingpossible. (Photographer). Hand drawn graphic word cmyk [Print Photo]. Retrieved from http://www.thinkstockphotos.com/search/

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Gasner, C. (Photographer). Melted Rainbow Ice Cream Background [Print Photo]. Retrieved from http://www.thinkstockphotos.com/image/stock-photo-melted-rainbow-ice-cream-background/182345207/popup?src=history

Gasner, C. (Photographer). Melted Ice Cream Background [Print Photo]. Retrieved from http://www.thinkstockphotos.com/image/stock-photo-melted-ice-cream-background/181999358/popup?src=historyGelpi, J. (Photographer). three monitors of computers in black over a white background [Print Photo]. Retrieved from http://www.shutterstock.com/pic-5107030/stock-photo-three-monitors-of-computers-in-black-over-a-white-background.html

Gst. (Photographer). eco design over gray background vector illustration [Print Graphic]. Retrieved from http://www.shutterstock.com/pic-177658943/stock-vector-eco-design-over-gray-background-vector-illustration.html

http://www.shutterstock.com/pic-163560782/stock-vector-creative-color-wheel-made-from-paint-splashes.html

Kheng Guan, T. (Photographer). SWOT analysis business strategy management process concept diagram illustration [Print Graphic]. Retrieved from http://www.shutterstock.com/pic-48942340/stock-photo-swot-analysis-business-strategy-management-process-concept-diagram-illustration.html?src=csl_recent_image-1

Kirichenko, N. (Photographer). On seacoast the girl eats ice-cream at yachts background [Print Photo]. Retrieved from http://www.shutterstock.com/pic-139684162/stock-photo-on-seacoast-the-girl-eats-ice-cream-at-yachts-background html

Lunewind. (Photographer). Green grass fuel pump out [Print Photo]. Retrieved from http://www.thinkstockphotos.com/search/

Madlen. (Photographer). Abstract frame decor of colored ice cream scoops with waffle cone [Print Photo]. Retrieved from http://www.shutterstock.com/pic-187633442/stock-photo-abstract-frame-decor-of-colored-ice-cream-scoops-with-waffle-cone-isolated-on-white-background.html

Mopic. (Photographer). 3D render of an ice cream cone with the World map patter [Print Graphic]. Retrieved from http://www.shutterstock.com/pic-96878734/stock-photo--d-render-of-an-ice-cream-cone-with-the-world-map-pattern.html

Mishareva, N. (Photographer). ice-cream with a cherry and chocolate on a white background [Print Graphic]. Retrieved from http://www.shutterstock.com/pic-90521227/stock-vector-ice-cream-with-a-cherry-and-chocolate-on-a-white-background.html

Nasared. (Photographer). Ice Cream Earth [Print Photo]. Retrieved from http://www.thinkstockphotos.com/search/

Phloxii. (Photographer). Recycle icon cloud shape [Print Photo]. Retrieved from http://www.shutterstock.com/pic-128164490/stock-photo-recycle-icon-cloud-shape.html

Perminova, K. (Photographer). Woman eating a delicious pistachio ice cream [Print Photo]. Retrieved from http://www.shutterstock.com/pic-149581337/stock-photo-woman-eating-a-delicious-pistachio-ice-cream.html

Redshinestudio. (Photographer). Composite empty photo frame with places for photo, eps10 vector [Print Graphic]. Retrieved from http://www.shutterstock.com/pic-154209626/stock-vector-composite-empty-photo-frame-with-places-for-photo-eps-vector-background.html

Selensergen. (Photographer). Billboard [Print Photo]. Retrieved from http://www.thinkstockphotos.com/image/stock-photo-billboard/462268595/popup?src=history

SiuWing. (Photographer). Four steps process - design element. Vector [Print Graphic]. Retrieved from http://www.shutterstock.com/pic-160357787/stock-vector-four-steps-process-design-element-vector.html

Technologies, H. (Photographer). Wind turbines [Print Photo]. Retrieved from http://www.thinkstockphotos.com/image/stock-photo-wind-turbines/87704101/popup?src=history

Top Photo Corporation. (Photographer). http://www.shutterstock.com/pic-196969751/stock-photo-sunlight-streams-through-the-treetops-into-a-stream-with-a-waterfall.html?src=z8GJ17IavV64ylM9my_Bzw-1-0 [Print Photo]. Retrieved from Sunlight streams through the treetops into a stream with a waterfall

Udra11. (Photographer). ice cream waffle cone with berries fruits concept isolated [Print Photo]. Retrieved from http://www.shutterstock.com/pic-107412188/stock-photo-ice-cream-waffle-cone-with-berries-fruits-concept-isolated.html?src=pp-same_artist-108624794-7

Unal Ozmen, M. (Photographer). Mixed ice creams in cones on white background [Print Photo]. Retrieved from http://www.shutterstock.com/pic-109798865/stock-photo-mixed-ice-creams-in cones-on-white-background.html

Yemelyanov, M. (Photographer). Number zero from grass [Print Photo]. Retrieved from http://www.thinkstockphotos.com/search/

Zitter, E. (Photographer). cows standing outside in a Dutch meadow [Print Photo]. Retrieved from http://www.shutterstock.com/pic-190936460/stock-photo-cows-standing-outside-in-a-dutch-meadow.html?src=wOGjQZ2MHCEQEaOSplBNoQ-3-25

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