You can find the video here: http://bit.ly/1QXu9rN Julia Moroge, the Art Director of TheFamily gives you the knowledge and tools needed to work with the right identity of your startup. She exposes you the methodology that TheFamily uses both with its startups and its own visual identity. From this workshop you will be able to find the right images to get people closer to your product. This is the first in a series of 3 workshops that will help you to find your visual identity. This one get you into the subjective discussion of taste and colors, in order to rationalize things a bit and to theorize this quest. TheFamily strives for ambitious entrepreneurs in Europe, offering them education, tools and capital. At TheFamily, we believe that anyone can become a great entrepreneur. http://www.thefamily.co/

1. HOW TO FIND YOUR
GRAPHIC UNIVERSE
HOW TO FIND YOUR
GRAPHIC UNIVERSE

2. EVERYTHING IS IN THE WAY YOU LOOK

3. POETIC
&
SYMBOLIC
PERCEPTION

4. OCEAN

5. RATIONAL
VS
EMOTIONAL

6. COHERENCE /
AUTHENTICITY
WHAT YOU THINK
WHAT YOU SAY
WHAT YOU SHOW

7. FIND YOUR WAY,
USE YOUR OWN
TASTES
“A little bad taste is like a nice splash of
paprika. We all need a splash of bad
taste, it’s hearty, it’s healthy, it’s
physical. I think we could use more of it.
No taste is what I’m against.”
- Diane Vreeland

8. TREND
VS
TIMELESS

9. MAKE CHOICES,
BE RADICAL
IDENTITY IS CONSTANTLY
EVOLVING ANYWAY…

10. 1.
2.

11. VISION IS TOO
PERSONNAL
TO BE DELEGATED
#DIY
1. EFFICIENCY
2. INDEPENDENCE
3. BUT GRAPHIC DESIGNER
IS STILL A REAL JOB…

12. 1.VALUES
EVERYTHING SHOULD COME FROM THE
2. PICTURES
3. MOODBOARD
4. BRIEF
5. DESIGN

13. WRITE YOUR
MANIFESTO

14. VALUES ARE LIKE
KEYWORDS ,
FIND A GRAPHIC
TRANSLATION FOR THEM
IDÉES
PRODUIT
IMAGES

15. 1st STEP
THE
IDENTITY CANVAS
EXERCISE

16. FOUNDERS
WHO ARE YOU?
3 WORDS THAT CAN DESCRIBE EACH OF YOU
WHO DOES WHAT?
HUNTER? FARMER? DESIGNER?
YOUR VALUES, PICK 3
BELIEFS AND FIGHTS: WHAT ID DRIVING YOU?

17. THE PROBLEM
WHAT IS THE PROBLEM?
DESCRIPTION, SIZE
HOW DO PEOPLE BEHAVE FACING THAT PROBLEM?
DESCRIBE 3 CASES IN 5 STEPS ON PAPER
WHAT DO YOU KNOW THAT OTHER PEOPLKE IGNORE?
YOUR SECRET ON THAT PROBLEM

18. THE NICHE
WHO ARE YOU TARGETTING?
AGE, LOCALISATION, SEX, JOB, HOBBIES
CAN YOU ACCESS THAT TARGET?
HOW? WHEN? WHERE?
ARE YOU INTERACTING WITH THAT TARGET?
WHAT ARE THE FEEDBACKS?

19. THE CHINESE PORTRAIT
IF YOUR STARTUP WHERE…
A MOVIE
A DISH
A CELEBRITY
A FRUIT
A CARTOON
A COLOUR
AN ARTIST

20. JUST ALLOW YOU
TO DREAM

21. GO THROUGH THE IMAGE JUNGLE
& PRESET YOUR BRAIN
2st STEP
BUILD YOUR
PINTEREST

22. USE YOUR THERMOVISION
THE CRUSH MACHINE

23. - IS A RESEARCH BY KEYWORDS /
IMAGES COLLECTION / INTUITIV /WILD
- BUT CONCIOUS / MAKE CHOICES
( ME VS NOT ME GAME )
- DISCOVER INTERESTING MARRIAGES
BETWEEN YOUR REFERENCES /
HYBRIDATION
THE PINTERESTTHE PINTEREST

25. VOS OUTILS:
CURIOSITÉ & INTUITION
INSPIRATION IS
EVERYWHERE,
OPEN YOUR EYES
-BOOKS/MAGAZINES/MOVIES/
VIDEOCLIPS/ PEOPLE /
SHOPS/EXHIBITIONS/TRAVELS/
ARCHITECTURE/STREET/
SECOND-HAND/PERFUME …
-PINTEREST/GOOGLE IMAGES/
FLICKR/TUMBLR …

26. BEST TOOLS EVER :
CURIOSITY
&
INTUITION

27. CREATE YOUR
MOODBOARD
MAKE CHOICES ;-)
3st STEP

28. THE MOODBOARDTHE MOODBOARD
AKA GRAPHIC CHART
-IS A SELECTION OF YOUR PINTEREST
-HISTORY / CHARACTER / MYTHOLOGY
-REFERENCES
-IMAGES / PICTURES
-COLOURS / MATERIALS
-TYPOGRAPHY
-PAGE LAYOUT / AMBIANCES

29. 4th STEP
BRIEF
GRAPHIC DESIGNER
OR
AGENCY

30. YOUR STARTUP / ONE SENTENCE / CATCHPHRASE
1. BIG IDEA
What problem do you solve?
Why is it a real problem? #Size #Growth #Trends
Key facts to know about this environment ? #Interesting #Short #Facts
2. ABOUT THE STARTUP
Who are you?
How and why have you been starting working together on this? #Story #Emotions
Your 3 most important values? #Radical #Choices
Your manifesto - if you don’t have it, the deep beliefs behind your startup.
3.TARGET
Who is the 1st very niche you target? #Age #Place #Situation #Style…
What people do without your solution? #Behaviours
Do you already talk to them ? How ? #Engagement #Figures
Your secret - What have you discovered by interacting with them no one else knows and make you
think you got it right?

31. 4.TONE OF VOICE
What is the personality of the startup? 4
If it was a person, how would you describe its temper?
5.INSPIRING
What amazing startups or other product/service inspire you the most?
The one you would like your startup to be alike? #rolemodel
Which design website do you think rocks?
6.PRODUCTION
Give a precise list: Website, packaging, fb page, logo…
Give the priorities and purposes.
Ex : my landing page must convert 10,000 people so I can start the packaging of the boxes I will
sell…
7.TO TAKE INTO ACCOUNT
Budget, pack dimension, legal constraint, …
Anything that could have an impact on the creative process
8.DEADLINE / TIMELINE

32. STORYTELLING
=
SOUL

33. CREATE THE
HOLY CRUSH

34. DO YOU REALLY NEED A STORY?
LIL BULLSHIT WARNING…

35. WHY
DIFFERENT TYPES OF
ENTREPRENEURS
THE BIG

36. 1. THE EXECUTANT VISIONNARY
(AMAZON)
2. THE SELF-PROCLAIMED
COPYCAT
(HOUSETRIP)
3. THE STORYTELLER
(APPLE/PALANTIR)

37. METHODOLOGIE
LET’S GO THROUGH
APPLICATED EXAMPLES

38. SLACKMOJOPEAK
CREATION

39.
HOW IT LOOKED WHAT WE SAW

40.
VALUE PROPOSITION:
OBTAIN YOUR DAILY MOJO
TO DEVELOP YOURSELF
MOJO NOT CLAIRVOYANCE / ENERGY VS ESOTHERISM
DEVELOPMENT NOT UNHEALTHY CURIOSITY / ZEN VS ANXIETY

41.
VALUES
HUMAN / SELF DEVELOPMENT / ENERGETIC
DIAGNOSIS /ELEGANCE /FLUIDITY / DESIGN /
EMOTION / ANACHRONISM
AT THE CROSSROAD BETWEEN WORLDS :
THE BEST OF DIGITAL TO SERVE AN ANCESTRAL PRACTICE

42.
WHY
BRIDGE THE GAP BETWEEN THIS ANCESTRAL
TRADITION AND THE NUMERIC ERA , BY
CREATING A TOOL WHICH WILL DEMOCRATIZE
TAROT
ANCIENT TRADITIONS RESPECTFULL MINDSET,
IN AN ENTREPRENEUR BODY

45.
MOBILE APP / UX DESIGN

46.
MATERIAL / PAPER

47.
IDEAS TO GRAPHIC DESIGN
CARDS GAME = PAPER / MATERIAL OR COLOUR
TRADITION + INNOVATION = JAPAN
TRANSMISSION / TRADITION = SYMBOLIC RESPECTED
TRANSPARENT DIAGNOSIS = DATA TRACKING / PLAYFULL UX
CHANGING THE MIND = FROM LATIN CULTURE TO JAPANESE

49.
THE CARDS

50.
COLOURS

51.
THE NAME
MOJOPEAK UMOJO

54. SLACKSLACK
ANALYSIS

56.
VALUE PROPOSITION
BE LESS BUSY.
SLACK BRINGS ALL YOUR COMMUNICATION
TOGETHER IN ONE PLACE.
IT’S REAL TIME MESSAGING,
ARCHIVING & SEARCH
FOR MODERN TEAMS.

57.
WHY SLACK DOES WHAT IT DOES?
EMAILS ARE DEAD.
#PAINFUL #CLOSED #ISOLATED #PROTOCOL
WHAT MATTERS THE MOST FOR EFFICIENT TEAMS:
ENERGY & WORK.
#TIME SAVING #JOKES #HARD TOPICS
#SHARING RESULTS
SLACK HELPS YOU BEING FOCUS TOGETHER.
#PAINFUL #CLOSED #ISOLATED #PROTOCOL

58.
WHY SLACK DOES WHAT IT DOES?
A GOOD TEAM IS BASED ON CULT & FREEDOM
*CULT: EVERYONE GOING IN THE SAME DIRECTION
*FREEDOM: NOTHING IS IMPOSSIBLE
A CULT MUST BE
BUILT EVERY DAY
#ACTION #HOT #ALIVE
Ex: CUSTOMIZED QUOTES
Ex: LIVE DEBATES TO CHOOSE
BEING TOGETHER
AND DIRECT
#TALK #CASUAL
Ex: SLACK ME
Ex: SLACK PREFERENCE

59.
VALUES
HUMAN
FUN
EFFICIENCY

60.
BACK TO THE FOUNDERS
#GAMERS
#GEEKS
#DESIGNERS (FLICKR)

61.
A STRONG IDENTITY, FOR FREE
BUT PROTECTED BY GUIDELINES

62.
WORDING / ETHIC

63.
PERSONNAL CULTURE

64.
PERSONNAL CULTURE

65.
EASTER EGGS CULTURE

66.
BLOG POSTS

67.
LOL BTW

68. HUMAN / USER / CARE / FACILITATION / IMPACT /
TEAM SPIRIT / SIMPLICITY / FUN / ACCESSIBLE /
EFFICIENCY / PROUDNESS / TRANSPARENCY /
TECHNOLOGY / ESTHETISM
THE CULTURE EXTENDED / LIFESTYLE

69.
GRAPHIC CHART
COLOURS / PATTERNS
SECONDARY COLORS - SOFT AND SUBTILE / WARM / WELCOMING
JOYFUL / BRIGHT - FUN / DYNAMIC
LITTLE RETRO REFERENCE - TRENDY
FABRIC / KNITTING - PEOPLE MEETING / MIXING
TRANSPARENCIES - OPEN INFORMATION / CROSSINGS /

70.
GRAPHIC CHART
SHAPES / SYMBOLS
SOFT / ROUNDED EDGES - FLEXIBLE / SMOOTH / FRIENDLY
HASHTAG - REFERENCE TO THE GEEK CULTURE AND THE EFFICIENCY /
KEYWORDS
SLACKBOT- FUN / FRIENDLY / CAREFUL / « CHILDISH »
LOGO - SLIGHT ROTATION, OFF-BEAT, NOT SQUARED OR OUT OF THE
BOX ;)

72. IDENTIFY YOUR
REFERENCES
RAW MATERIAL
VS
TRANSFORMED MATERIAL

73.
1. 2.
3. 4.

75. TIME TO SHARETIME TO SHARE
TIME TO DOTIME TO DO

76.
<3
THXTHX
<3
BE BRAVE
BE BRIGHTBE BRIGHT
BE YOUBE YOU
BE BRAVE