Final Project Book

PROJECT BOOK & STYLE GUIDE

INDEX

TABLE OF CONTENTS

A. RESEARCH & STRATEGY

A.01 ABSTRACT P.02A.02 INITIAL RESEARCH P.03A.03 ACCESSO PROFILE P.06 A.04 SWOT ANALYSIS P.07 A.05 CREATIVE BRIEF P.08

B. CREATIVE DEVELOPMENT

B.01 MOODBOARD & INSPIRATION P.10B.02 LOGO DEVELOPMENT P.11

C. IDENTITY GUIDELINES

C.01 LOGO P.13C.02 COLOR PALETTE P.16C.03 TYPOGRAPHY P.17C.04 IMAGE STYLE P.19

D. APPLICATIONS

D.01 STATIONERY & ADMINISTRATIVE P.21D.02 WEB SITES P.23D.03 FACILITIES SIGNS P.26D.04 VEHICLES P.27D.05 MARKETING & SALES P.28

E. RESOURCES

E.01 RESOURCES P.30

A C C E S S O B R A N D G U I D E W W W . A C C E S S O . C O M

01. RE�SEARCH & A. RESEARCH & STRATEGY

PAGE 01


A.01 ABSTRACT

This campaign will examine the current identity of Accesso and explore different methods of building and improving upon what exists. Accesso is a technology startup firm that specializes in ticketing and e-commerce. The company has been at the cutting edge for providing exceptional services and customer support but in turn has given minuet attention to their brand image.

The design campaign will concentrate on improving the three pillars that make up the company. Those areas are the company brand, current and future services, and customer support. The brand will be reconstructed with Accesso’s services and clients in mind. The online presence of Accesso will provide a clear and concise listing of current and upcoming services, client portal, and careers platform. On the mobile front, a new application will provide the same message through a user friendly application for the iPhone.

While there will be many new additions and features, the goal is to maintain the essence of Accesso. Evolving the Accesso brand will introduce new clients, partnerships, and opportunities on a global scale. Refreshing the Accesso brand will benefit the company as it grows in size and the number of services it offers. Many of the changes will also tackle the weaknesses that were found in the company SWOT analysis. One of the major weaknesses was the lack of specialized expertise within company personal; this weakness will be a target of the new career platform.

This campaign will ensure the longevity of the Accesso brand while allowing the company to adapt to an ever evolving market.

The ticketing industry is a thriving and evolving market with competition at its very essence. For example, companies such as Six Flags are the face of amusement parks and attractions. Small businesses such as Accesso are responsible for the prime ticketing experience that millions of consumers undergo each year, the company website states “Our technology has been providing cutting edge ticketing and e-commerce solutions to major theme parks and attractions since 2002. To date, Accesso’s technology has processed over $3 billion in sales for our customers” (Accesso, 2010).

The proposed campaign for Accesso is intended to harness the innovation within the company and target it to refresh company brand and enable the establishment to compete on a global level. The branding process will effectively escalate sales volume and improve upon customer support.

While Accesso has delivered on the promise of providing quality solutions to their clients, their brand has failed to keep up with the current market’s needs. Refreshing the company’s identity, online presence, and support platforms are some of the ways intended to carry-out that promise. The company logo needs to reflect present and future solutions. The online platform is another sector of concentration where improvements are needed to develop the quality of information and customer feedback. Social media sites such as Facebook can be used to connect company personnel and consumers on what is new while continuously providing feedback. Many of these innovations will supply the company with the image and tools to compete and survive in a dynamic global market.

The objective of the campaign is to assess the current needs of Accesso in the following areas; brand persona, current and future services, and customer support. Essentially those three are the pillars of the company. The campaign will evaluate the current brand and will take the necessary steps to effectively improve upon the current image. Improvements in current and future services will also impact the brand. Building on an award winning customer support system will only lead to a higher satisfaction rate with current and potential clients.

The current brand persona of Accesso is difficult to identify due to inconsistencies and the lack of brand management. The campaign will develop a new logo that is a sum of the three pillars as stated above. Adjustments made to online, print, and mobile platforms will carry a consistent and intuitive approach that will ultimately bring forth the brand to the forefront of the industry. Many improvements will be made to the current site that will alter the flow of information allowing users a more secure and intuitive surfing experience. These same alterations will be brought to the mobile platform as well. The mobile market has gained momentum in recent years, and Accesso is aware of its importance. A new iPhone application will be designed and developed to give users access to all the information the site entails and will give clients access to the CSM while on the move. Finally print material will carry the same message in the form of marketing collateral and stationary.

A.02 INITIAL RESEARCH


Accesso’s success is contributed to the plethora of services the company has offered since its inception which they have continued to build by improving previous solutions and offering new ones. The company has poorly handled the recruitment of specialized individuals in their marketing department which is a cause of their weak branding. Recruiting qualified individuals is another goal of the campaign. The current Accesso website lacks an informative careers platform which has made it difficult to build interest in the company as a work place.

Creating a careers platform directly on the company site will raise awareness to any future openings for the company and will make it easier for management to track at a cost effective rate. Many of these improvements in the recruiting space will allow current employees to focus their time and effort into creating compelling and intuitive solutions.

Accesso is a company that is defined by the products and services they offer. The company has gained great momentum in the ticketing market over the last five years and it is due to the quality of services they provide. Accesso’s customer support is onboard with the best in the industry. Accesso’s excellent support comes in the form of their Client Services Manager or CSM. Accesso’s current client list includes the likes of Six Flags and many theme parks which have contributed to the continued success of the company. It is vital to continue improving the CSM with new features that ease the support process and make it cost effective as the company expands.

Design for the campaign will focus on the three mediums; web, mobile, and print. Color and typography will be vital in portraying the new Accesso brand to clients and the public. The goal is to deliver a consistent message on each of the platforms stated while maintaining a unique approach for each.

Parks and attractions are colorful and full of life. The color schemes used in the campaign must portray that image. The current Accesso brand holds two main colors, green and blue. Green occupies more space in the spectrum visible to the human eye than most colors, and is second only to blue as a favorite color (Smith, 2011). Typography is another vital choice when considering the evolution of the Accesso brand. Clean and informative typography will be considered to relay information in a direct and clear manner. Some font choices that would benefit the campaign are the likes of Times New Roman and Myriad. These design decisions will improve the flow and quality of the design campaign to all audiences.

Online presence is clearly the most critical area of interest when branding Accesso due to the nature of the company. The new Accesso site will provide a more fluid information path in the form of link breadcrumbs. “Breadcrumbs are navigational links that appear below the page header. They provide a hierarchical path that can assist users in orienting themselves within a site” (UW, 2002).



Ensuring the site if accessible from different browsers and from mobile devices will enable Accesso the opportunity to focus their development on what is of interest to their clients and users. One major feature of the new site will be the career portal which will host any opening the company is recruiting for. The portal will give potential recruits an easier way to learn about available positions and connect with the company on a deeper level. The portal will be free of graphics allowing the information to be the focus, and granting users the ability to view it from multiple platforms.

The mobile application for the company will deliver the same level of consistency that the website does on a minimal scale for ease of surfing. While designing for mobile platforms has many disadvantages, the iPhone platform delivers the best browsing experience on a mobile device, hence why it is the choice for many. One critical disadvantage to Apple’s iPhone is the inability to view flash content through the browser. This is an important to take in consideration when ensuring a high level of consistency between the mobile and online platform.

Print will be in the form of brochures for potential clients, but the Accesso booth will be the focus of the print medium. Accesso attend many shows and expos each year to present their services and products to the public and others within the ticketing industry. The booth will play a critical part in giving attendees a hand on look at Accesso’s latest solutions. The booth will contain screens displaying demos of all the latest software from the company with personal to assist users at each screen. The design of the booth will be defining element of what the company represents.

While the design pr ocess is in its early stage, the focus of the process will entail an innovative and consistent brand persona for Accesso; a persona that delivers on the company promises and culture.

The campaign will focus on improving the three pillars of Accesso; brand persona, company solutions, and customer care. The success of the campaign will begin within the company with much needed focus on specialized hiring and understanding of the brand guidelines. The remaining improvements will focus on Accesso’s clients and future services. There are many facets to the campaign that assure improvements internally and externally for Accesso. These improvements will provide Accesso with the edge to expand on a larger scale and adapt to the industry needs without sacrifice.



PAGE 05

A.03 ACCESSO PROFILE

Accesso is a technology firm that provides cutting edge ticketing and ecommerce solutions to a multitude of theme parks and attractions. The ticketing industry is a vast and competitive one. Due to the dynamic nature of the industry, the design campaign will explore the Accesso brand and dene the necessary rebranding. The rebranding process will allow Accesso to expand on a much larger scale and gain better understanding of their end users. The goals of the campaign are to renew the current identity of the company, to improve the hiring platform for the company and nally improve the quality of services oered in a number of areas including the web, and mobile platforms. The intended audiences of the campaign are clients and the end users of Accesso’s products. The choice behind the logo concepts was derived from the letter “A” and the curves were inspired by the natural movement that takes place at parks.


A.04 SWOT ANALYSIS

Strengths

The strengths quadrant represents the pros of the company. Ac-cesso has a strong distribution system that allows the company to acquire new clients based on their previous work and the depen-dencies of third party companies. The research and development department is keeping the company on the forefront of software development. These points make Accesso a top ticket retailer but only on a domestic scale.

Weaknesses

The company’s weaknesses come in the form of heavy reliance on aliates and third-party computing systems. Their inability to take risks due to the size of the company is also a weakness. The lack of brand management and hiring of specialized individuals are the two biggest weaknesses holding the compmmany back from reaching a global market.

Opportunities

There are many opportunities in international markets for the company to explore that would allow for a steady growth of thecompany over the years. Eective brand identity would allow the company to be more widely known allowing for new client ac-quisitions. Website development is another key asset to providing unrivaled support to existing clients.

Threats

The ticketing market is one with intense competition; companies need to pull all of their resources to continue growing. Dependen-cies on specic markets is a valid threat, other markets can impact ticketing and entertainment sales heavily. General internet risks like stability of enterprise structure and internet attacks can also impact the company in unforeseen ways. Finally developments in technology can be a threat if the company falls behind on inno-vating and adapting new technologies.


A.05 CREATIVE BRIEF


Client

Accesso, LLC

300 Colonial Center ParkwaySuite 150Lake Mary, FL 32746

Phone: 407.333.7311Fax: 407.641.9164Email: [email protected]

Campaign Objective

The goal of the campaign is to explore the Accesso brand and refine it where it is needed. The process will ensure that future products and expansions have a unique and intuitive direction while maintaining a constant direction in relation to the brand image. The campaign will improve the areas such as HR, marketing, and brand guidelines..

Deliverables

Logo development, style guide, stationery & administrative, website, HR communications, Facilities signs, vehicles, marketing & sales.

Target Audience

The intended audiences of the campaign are potential and current clients Accesso. Defining the essence of the company in a clear and concise manner will impact the company in a positive way in such a competitive industry. Accesso attend various shows and expos each year and their brand has to communicate the company mission and solutions to all the attendes.

B. CREATIVE DEVELOP�B. CREATIVE DEVELOPMENT

PAGE 09

B.01 MOODBOARD & INSPIRATION


B.02 LOGO DEVELOPMENT


C. IDENTITY GUIDELINESC. IDENTITY GUIDELINES

PAGE 12

C.01 LOGOMASTER LOGO


Symbol

Copy

Tagline

C.01 LOGOLOGO SPACING


x

14x

8x

C.01 LOGOLOGO VARIATIONS

There are three (3) logo versions, so be sure to use the proper logo for the right application.

These versions of the logo are provided as scalable vector artwork (EPS).

EPS format allows high-quality print reproduction. EPS files can be scaled to any size without sacrificing image quality. You may use these files in page layout and graphics programs for print projects. Additionally, EPS format files may also be used to create files in any of the other image formats at exactly the sizes required.

1.1 Horizontal

1.2 Vertical

1.3 Horizontal Name Only


C.02 COLOR PALETTES


abcdefghijklmnopqrstvwxyzABCDEFGHIJKLMNOPRSTVWXYZ1234567890$%&’*(,.;:#!?)



The quick brown foxjumps over the lazy dog.

Melbourne Light

Melbourne Regular

Melbourne Bold

AaBbCc 123

PRIMARY TYPOGRAPHY

C.03 TYPOGRAPHY


SECONDARY TYPOGRAPHY

C.03 TYPOGRAPHY




The quick brown foxjumps over the lazy dog.

Myriad Pro Regular

Myriad Pro Semibold

Myriad Pro Bold

AaBbCc 123


C.04 IMAGE STYLE


D. APPLICA�TIONGD. APPLICATIONS

PAGE 20

D.01 STATIONERY & ADMINISTRATIVEBUSINESS CARD

13.5 mm

50 mm

13 mm

14 mm


D.01 STATIONERY & ADMINISTRATIVELETTERHEAD & ENVELOPE

13.5 mm

13 mm

13.5 mm

13 mm


D.02 WEB SITESHOME PAGE


D.02 WEB SITESSOLUTIONS



D.02 WEB SITESSITE MAP

HOME ABOUT CLIENTS SOLUTIONS NEWS CONTACT

PROFILE

PEOPLE

OFFICES

CAREERS

BENEFITS

CLIENTS LIST

NEWS

EVENTS

INDUSTRYTestimonial

D.03 FACILITIES SIGNS


D.04 VEHICLES NISSAN LEAF


D.05 MARKETING & SALES ONLINE ADVERTISING

These frames are the focus of a 300 x 250 px web banner. It is animated in Flash and runs an elapsed time of 10 seconds then loops.


8.5 in

11 in

8.5 in

11 in

D.05 MARKETING & SALES PRINT ADVERTISING


RESOURCES


References

Accesso (2010). Admission ticketing systems, print at home ticket-ing, ecommerce and mobile solutions for theme parks, zoos and attractions. Retrieved from http://www.accesso.com/index.php

University of Washington, UW. (2002, February 14). Creating and using breadcrumbs. Retrieved from http://www.washington.edu/webguides/guidelines/breadcrumbs.html

Smith, K. (2011). All about the color green - sensational color. Re-trieved from http://www.sensationalcolor.com/color-messages-meanings/color-meaning-symbolism-psychology/all-about-the-color-green.html

Images

http://www.istockphoto.com/

http://www.sxc.hu/

http://www.dreamstime.com/free-photos

Final Project Book

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