This was a project that I worked on with a team of creatives and another fellow account planner. We worked over the course of a semester to present our message that Flip Mino could utilize.

1. Kris Giamello, Kathleen Kerry,
Taiyo Kitagawa, Josie Ng, Noah Simon

2. History
Research
Problem
Solution
Brand Adjectives
Colors
Table of Contents Fonts
Package Design
Media Direction
Web Design
Brand Recommendations
Contact

3. { history }
The Flip Video Mino device was introduced into the video recorder market on
June 4, 2008 by Pure Digital. The white Flip Mino was and is still currently
customizable with pre-made skins or a picture of the user’s choice.
There is no additional cost for this option, but it is only available by special order
on the Flip’s website.
On November 12, 2008, the Flip Mino HD was released. It has the same
dimensions as the regular Mino, but with 1,280 x 720 HD, 30 frames/second
recording capabilities. Its internal storage was upgraded to 4GB and
maintains about 1 hour of recording time.

4. Flip mino peaks at
December 2008 its highest sales point.
Sales decline right
Launch
after Christmas.
Sales pick back up,
yet not reaching nearly
March 2009 as much as it had
on its launching date.
Flip Mino is strictly
{ research } a recording device
that can use its
simplistic design and
function to its benefits.
Pre-launch
Easy to use
Shares your POV
insights Covert
Instant gratification
Digital Storytelling

5. In current technological advances, a device with multiple functions and uses is
the popular trend that many consumers follow. However, people overlook
the power of the video-recording feature of their products. There is a small niche
market for the Flip Mino, a basic, video-recording system, to enter and connect
with the target audience.
The Flip Mino has the opportunity to be the pioneering product in this market,
yet it is not receiving the attention that it deserves. The consumer is not connected
to the product on an emotional level because it is not an essential item in their lives.
The Flip Mino is not widely known and was never fully launched to the mass consumer.
{ problem }

6. By leveraging Flip’s simplicity, we will position it as a bridge between
the audience and their interactive experiences. It is a gamechanger
in the video recording market, as it will raise brand awareness worldwide
by showing, not telling.
Flip Mino has the opportunity to be the first out of all the competitors to
create an online video-blogging community. This is how we can reach
into the small niche market and present it to the entire audience.
{ solution }

7. i am a flip(er).
Flip(er) |Fliper|
noun (pl. Flipers)
1 A person who uses a Flip mino camera to connect
with people and share their view points.
{ what is a flip(er)? } 1. The concert was filled with flipers, ready to
go home and start fliping to the world.
2. We are flipers, watch this!
Flip(ing) |Fliping|
Verb.
1 When someone uploads and shares videos from their Flip mino.
1. I’ve been fliping all day man!

8. never knows when she is very active, needs her
she’ll need to upload energy level to keep up with
she loves her mac a creative project her “on–the–go” lifestyle.
for helping her be she wants to be
creativite and keep up viewed as artistic and
with her friends on her creative by the world.
social networks.
she doesn’t want to
forget the little but
important moments
in her life.
likes to document her life,
but deals with the
inconvenience of
lots of cords.
refuses to switch to
a different shade AT&T for the iPhone,
for every mood. but still checks
her Twitter.
{ the female flip(er) } she already purchased
an ipod she doesn’t
need the new one
with video features.
she likes to be on top she’s ready for any
of news, media and situation, always wants to
latest trends. look her best, and cares
how others see her.

9. he loves the thrill of a loves the latest style and
live show and likes to goes out of his way to stay
experience new things. connected with the group.
he’s an active guy
who relies on his
skateboard to
get around. he likes to carry
only what he needs,
and is a minimalist.
{ the male flip(er) } he likes to have a
fresh scent to attract
the ladies.
he needs a pick me up
in the morning after his
wildly social night.
likes to keep up his
appearance whether
it’s dressing up or casual.
he likes extreme sports, he wants to be
being active and connected and give
adventurous. off a professional status.

10. unique
innovative
fun
edgy
{ branding } brand adjectives impulsive
simple
self-expressive
spontaneous
social

11. C 100 0
M 100 95
Y 100 100
K 100 0
The color palette chosen stays true
to the original colors of Flip Mino.
They also represent the Mino itself,
with its sleek, black body and the
signature red button.
{ colors }

12. ITC Avant Garde Gothic
Book
ITC Avant Garde Gothic
ASCENDER
Medium
{ font }
BRACE
MEANLINE ITC Avant Garde Gothic
X-HEIGHT Demi
BASELINE
The font chosen for the Flip Mino
COUNTER is ITC Avant Garde Gothic with
LOWERCASE three different weights: Book,
CHARACTER
Medium and Demi.
The use of this font defines the
LOWERCASE SANS SERIF CHARACTERS. personality of the Flip:
clean and simple.

13. { tagline }
{ what’s your story? }
Flip Mino encourages its users to show, not tell, what is
going on in their lives. This sense of direction is properly
reflected in the phrase, “What’s your story?”

14. {
Large, Global Minos
{ brand awareness } media direction
Magazine Video Ads
Global Concert
fliper.com

15. San Francisco
New York City
London
Berlin
{ global Minos } ten cities
Istanbul
Sydney
Tokyo
Hong Kong
Capetown
Rio de Janeiro

16. Giant Flip Minos will be placed in ten specific cities all around the
globe to produce buzz for the brand. It is meant to create a hands-on
feel for the consumers, as a preview to the product itself.
{ strategy } The Flip Minos are functional and are encouraged to be used by
consumers to interact with other individuals in various cities worldwide.
These placements are a precursor to the global Flip Mino competition.

17. Large Flip Minos placed in busy plazas to create buzz. On this page: Shibuya Hachiko, Tokyo. Left: Piccadilly Circus, London

18. { magazine videos }
Miniature functional LCD
screens placed in
magazine ads to mimic
the Flip Mino’s usability.
Consumers will receive a
20% discount off a Flip Mino
when presenting the ad
at a retail store.

19. By placing video ads in magazine environments, the Flip Mino is
combining traditional advertising with new technology.
The introduction of the LCD screen is meant to create a shockingly
new and different kind of experience for the consumer.
{ strategy } Consumers are encouraged to use the miniature LCD screen to record
their story and participate in a worldwide competition. By uploading
their video to the web, the consumers are allowed to keep the LCD
screen as a souvenir.

20. Contestants are given 30 days to
participate in a global experiment.
They are asked to share their stories
in a two-minute video on why they
the rules deserve to see Daft Punk on their
exclusive world tour. Participants
are encouraged to upload their
video to fliped.com to let the
world vote on their favorite stories.

21. re
e he
nam
your
{ global concert }
VIPPA
SS
5 Flip Videos
5 Flip Mino HDs { 5 Tickets
5 VIP Passes
10 cities. 100 winners.

22. New York - Keyspan Park
SF - Bill Graham Civic Auditorium
London - Wembley Arena
Berlin - Velodrom
Istanbul - Kuruçe me Arena
ten venues
Sydney - Showgrounds
Tokyo - Makuhari Event Hall
Hong Kong - AsiaWorld Expo
Rio de Janeiro - Marina da gloria
Cape Town - Kirstenbosch Botanical Gardens

23. fliped.com Social Network
Fliped.com is a new social media where people can create a
vlog (video-blogging) profile page. Webvideos are only uploaded by
Flip Mino devices.
In each profile page, users are able to use the web to show who they
{ strategy } are, rather than telling. Instead of telling viewers “who” you are through
text, viewers must show who they are through vlogging.
fliped.com Contest Website
Participants will upload their video entries to Fliped.com, where viewers
around the world can vote for their favorites. The top 100 contestants will
win a trip to see Daft Punk live in one of the ten selected cities.

24. { fliped.com }
fliped.com social media - home page

25. STORY?
What’s your
flip(ed)
what’s your name? search...
upload
Taiyo Kitagawa
home
events
my flips (newest)
forums
register
sign in
profile
where do you live? what’s in your fridge?
favorites friends
settings
fliped.com - profile page fliped.com - contest page

26. history
The Flip Video was released in 2008 as a device with the core
basics of video recording, and an easy user-interface.
problem
The consumer is not connected to the product on an emotional level,
as well as the Flip Video having a very limited amount of time to enter
into the niche market of video recording before large, corporate
companies take over.
{ brand recommendations }
recommendations
Redefine tagline: What’s your story?
create awareness/connect with consumer
Teaser Campaign: large, global Minos placed in busy plazas
Brand Introduction: magazine video ads
Consumer Participation: video contest and global concerts
Lifestyle Integration: fliped.com

27. { conclusion }
In the current trend of social media and connectivity, Flip Mino
distinguishes themselves from the rest of the crowd through the fusion
of traditional advertising and new technology. The brand expands itself
globally through the placement of giant Flip Minos and a worldwide
competition, starring renowned music duo, Daft Punk. The competition
drives traffic to fliped.com, creating a new social media of vlogging
(video-blogging), and affecting flip(er)s on a global and personal level.

28. { contact }
account planners
{ Kat Kerry
Noah Simon
kat.kerry@gmail.com
noah.says@gmail.com
{
Kris Giamello tigris107@hotmail.com
creatives Taiyo Kitagawa taiyo.kitagawa@gmail.com
Josie Ng josie@josieng.com
instructor
{ David Wong dawong@academyart.edu
Brand & Branding | Fall 09

29. Kris Giamello, Taiyo Hanson,
Kathleen Kerry, Josie Ng, Noah Simon
Brand & Branding | Fall 09