Brand strategy, design and creative direction for Develop (The Minnesota Quality Improvement and Registry Tool). Lizz Brazen, 2014 hello@lizzb.com

1. Develop
branding & creative direction 2014.
˟lizz brazen.

2. What Is
Branding?
˟lizz brazen.

3. it’s all about perception
“Branding is about signals–the
signals people use to determine
what you stand for as a brand.
Signals create associations.”
–allen adamson
˟branding signals.

4. defining brand signals
The Branding Process.
1. Brand Strategy
2. Brand Experience
˟branding signals.

5. Phase One:
Brand Strategy.
˟lizz brazen.

6. brand strategy
a) The Brand Idea.
+ what do we stand for?
b) The Brand Personality.
+ what is the attitude we want to project?
c) The Creative Brief.
+ what strategy did we discover?
˟branding strategy.

7. what are we selling
Our brand provides...
 database
 professional development
 communication
 quality assessment & improvement
˟brand products.

8. who are our prospects
Our brand’s users...
 individuals
+
+
+
+
+
+
+
+
Administrators
Directors
Providers
Caregivers
Teachers
Trainers/Educators
RBPD Specialists
Aides
 organizations
+
+
+
+
+
+
+
+
+
Family Child Care programs
Center-based Child Care programs
Public School-based programs
Summer programs
School-age care & education programs
Head Start programs
Training Sponsors
Child Care Aware agencies
Higher Education Institutions
˟brand audience.

9. target-market profiles
Pam





female
age 37
aide
center-based
training & career
opportunities
Ruth





female
age 56
provider
home-based
parent aware
application &
coaching
Derrick





male
age 33
teacher
after-school
validate data,
securely host
documents
Kate





female
age 24
caregiver
friend/neighbor
training
opportunities,
certification
˟brand clients.

10. what are our goals
Our brand’s objectives...





engaging our audience as partners in their success
offering free & subsidized resources to improve quality
promoting a sustainable, thriving industry-ecosystem
improving the lives of children & youth
verifying professional data, secure documentation
hosting and validation
˟branding strategy.

11. what is our attitude
Our brand values...





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care
trust
partnership
education
innovation
excellence
˟branding strategy.

12. brand idea
Quality at
Work.
˟creative direction.

13. brand personality



Cooperative
Secure
Achieving



Developing
Resourceful
Supportive
˟creative direction.

14. brand creative brief
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background: the minnesota quality improvement and registry tool is a new
website that supports the early learning and school-age care community.
objective: to debut this new brand by creating a brand strategy, brandname
and brand idea. Then, creating an identity system (including logo, colors and
tagline).
target audience: individuals and organizations in the early learning and schoolage care community. Predominately women, ages 20 to 65, with varying levels
of education.
message: this brand is the ultimate multi-tool, supporting the early learning
and school-age care community, offering innovative and user-friendly quality
improvement and professional development tools and resources.
competition: no specific competitors.
distinguishing characteristics: offers a robust array of tools for improvement
and development. free service for a diverse audience. state-wide, public.
˟creative direction.

15. Phase Two:
Brand Experience.
˟lizz brazen.

16. brand experience
1) Verbal Identity.
+ what is its name; descriptor; tagline?
2) Visual Identity.
+ what does it look like? what is its style?
3) Sensory Identity.
+ what & how does it make one feel?
˟creative direction.

17. verbal identity
brand name: Develop
brand idea: Quality at Work.
website: developtoolmn.org
description: Develop offers training and quality
improvement tools to support early
learning & school-age care.
taglines: Imagine, innovate...but always improve.;
Dwelling in possibilities.
˟creative direction.

18. visual & sensory identity
visual identity: ladders, tools, hardware, construction,
geometric shapes, house/home, arrows,
chevrons, road signs, colorful, minimalist,
modern, swiss design, futuristic, flat,
color-blocking
sensory identity: precise, blunt, safe, bold, powerful, userfriendly sense/d.i.y.
˟creative direction.

19. Mood Boards.
˟lizz brazen.

20. inspiration preliminary mood-board

21. creative direction final mood-board

22. Brandmark
Design Process.
˟lizz brazen.

23. creative direction preliminary logo exploration

24. creative direction revised logo exploration

25. creative direction final logo

26. Brand Typefaces.
˟lizz brazen.

27. creative direction web & screen typography

28. Rockwell
Helvetica Neue LT Std Lt
Curabitur non lectus a massa feugiat
scelerisque a quis orci.
Curabitur non lectus a massa feugiat
scelerisque a quis orci.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aenean varius sapien magna, eu
condimentum erat elementum dapibus. Sed id
risus eu libero ornare consequat vitae sit amet
tellus. Pellentesque posuere est et mauris molestie
imperdiet. Integer vitae aliquam orci. Fusce
rutrum suscipit lorem non consequat. Aliquam
facilisis dictum lectus a suscipit. Fusce laoreet
sollicitudin erat, a pretium justo viverra in. Sed
sed aliquam nunc. Vestibulum posuere pulvinar
nulla scelerisque aliquam. Nulla quis molestie
lorem. Maecenas in augue at nulla aliquet semper.
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Aenean varius sapien magna, eu condimentum
erat elementum dapibus. Sed id risus eu libero ornare
consequat vitae sit amet tellus. Pellentesque posuere
est et mauris molestie imperdiet. Integer vitae aliquam
orci. Fusce rutrum suscipit lorem non consequat.
Aliquam facilisis dictum lectus a suscipit. Fusce
laoreet sollicitudin erat, a pretium justo viverra in. Sed
sed aliquam nunc. Vestibulum posuere pulvinar nulla
scelerisque aliquam. Nulla quis molestie lorem.
Maecenas in augue at nulla aliquet semper.
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creative direction print and accent typography

29. creative direction custom stencil typography

30. Brand Colors.
˟lizz brazen.

31. Main brand colors: Process Black, Process Cyan and “Tang” (PANTONE 1365 C)
Auxiliary brand colors: “Lush,” Process Yellow, “Paprika,” and “Lilac”
Neutral brand colors (listed left to right, bottom to top)
• Row A: “Denim,” “Carhart” and “Timberland”
• Row B: “Dirt,” “Earth,” “Dust,” and “Sand”
• Row C: Process Black - 90%, 80%, 60%, “Concrete”
creative direction colors

32. Patterns.
˟lizz brazen.

33. creative direction custom patterns

34. Pictograms.
˟lizz brazen.

35. creative direction custom develop pictograms

36. Parent Aware
Integration.
˟lizz brazen.

37. creative direction custom parent aware pictograms

38. Photography.
˟lizz brazen.

39.  environmental portraits
 conceptual portraits
 lifestyle portraits
 advertising photography
creative direction photography

40. Identity Collage &
Mock-ups.
˟lizz brazen.

41. creative direction identity collage

46. ˟lizz brazen.