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MN AIGA Design Camp 2014 - Modern Branding with Zeus Jones

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MN AIGA Design Camp 2014 - Modern Branding with Zeus Jones

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Designers at Zeus Jones don’t just push pixels. In addition to solving a wide array of design challenges, the team actively contributes to overall brand strategy and solves real business problems to make a meaningful impact for clients. Designers are deeply involved in every step of the process — from running workshops and leading inter-departmental teams to managing client relationships.

This hands-on workshop will take you through the unique process that drives design thinking at Zeus Jones. You’ll solve a brief by identifying a strategic design opportunity, developing preliminary design treatments and preparing your pitch for the client. You’ll see how pushing your strategic and creative thinking beyond typical agency expectations can deliver bigger, better results for clients while also boosting your own capabilities across the board.

Zeus Jones believes actions speak louder than words, that modern businesses are defined not by what they say but what they do. Zeus Jones’ mission is to help build modern businesses. The company opened its doors in 2007 in Minneapolis and expanded to include a San Francisco office earlier this year. Clients include General Mills, Nestle Purina, Nike, Nordstrom and Post-It.

Designers at Zeus Jones don’t just push pixels. In addition to solving a wide array of design challenges, the team actively contributes to overall brand strategy and solves real business problems to make a meaningful impact for clients. Designers are deeply involved in every step of the process — from running workshops and leading inter-departmental teams to managing client relationships.

This hands-on workshop will take you through the unique process that drives design thinking at Zeus Jones. You’ll solve a brief by identifying a strategic design opportunity, developing preliminary design treatments and preparing your pitch for the client. You’ll see how pushing your strategic and creative thinking beyond typical agency expectations can deliver bigger, better results for clients while also boosting your own capabilities across the board.

Zeus Jones believes actions speak louder than words, that modern businesses are defined not by what they say but what they do. Zeus Jones’ mission is to help build modern businesses. The company opened its doors in 2007 in Minneapolis and expanded to include a San Francisco office earlier this year. Clients include General Mills, Nestle Purina, Nike, Nordstrom and Post-It.

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MN AIGA Design Camp 2014 - Modern Branding with Zeus Jones

  1. 1. Thanks for coming. ! •A bit about Zeus Jones and how we operate •Outline of our branding process •A few example of our process in action
  2. 2. Our goal is for you to walk away with some simple, strategic branding exercises that you can apply to your next branding project.
  3. 3. A bit about us: ! •Established 2007 to build Modern Brands •We have a team of 50 people in our Uptown office •Earlier this year, we opened an office in San Francisco •Everyone sits together around a couple of big tables
  4. 4. We believe modern brands are defined by what they do, not what they say.
  5. 5. We are an agent of change, not an agency of record. Modern Brand Accelerator For ventures needing a fast turn around modern branding framework Barrier Breaker For ventures needing to tackle a tough problem that is becoming a barrier to growth. Brand Builder For ventures looking to design, build and maintain a modern brand from the ground up.
  6. 6. We believe the role of a designer extends far beyond the act of designing.
  7. 7. We ask designers to: ! •Understand how to define and craft a company’s belief and purpose •Effectively evaluate product categories and understand culture •Develop good ideas that support the brand strategy •Represent your own ideas to the client (We don’t have account people) •Facilitate collaboration with the client and team members throughout the process
  8. 8. Our process helps keep us on strategy and forces us to think differently Belief and Purpose Uncovering a company’s reason for being Competitive Audit and Whitespace How to set ourselves apart from our competitors Moodboard Exercise Visually define the whitespace in the category Sketch A framework to help us find as many unexpected combinations as possible Design Bring our ideas to life in a way that is well-executed and strategically sound
  9. 9. ! Belief and Purpose ! •What is the one unique belief this company has that sets them apart from everyone else? •Based on that belief, what is this company built to do?
  10. 10. ! Competitive Audit and Whitespace ! •Identify the visual clichés that all of our competitors seem to be doing •Find ways this brand can be disruptive to the category while still being true to their brand values
  11. 11. ! Moodboard ! •Visually define the whitespace that makes sense for this brand •Develop a clear POV on color, type, iconography, photography, patterns and textures. •Start with more images than you think you need, but edit to about 10-12 images in the end
  12. 12. ! Sketches ! •A framework to help us find as many unexpected combinations as possible •The goal is to explore lots of ideas rather than strive for perfection
  13. 13. Idea 01: Idea 02: Idea 03: Idea 04: Idea 05: Idea 01: Idea 02: Idea 03: Idea 04: Idea 05:
  14. 14. Idea 01: Idea 02: Idea 03: Idea 04: Idea 05: Idea 01: Idea 02: Idea 03: Idea 04: Idea 05: ! Design ! •Apply the look and feel of the moodboard to the best ideas from our sketching session •We prefer to show fewer options, but make sure they are on strategy •While we have a moodboard as a guidepost, we try to push our initial design directions as far apart as possible •The time we spend in our upfront process should make the design job much clearer
  15. 15. The following are the process examples that our design team presented at Design Camp.
  16. 16. Circle Built on the conviction that digital currency will change the world for the better, Circle is the first brand to deliver consumer and merchant services built on top of digital currencies like Bitcoin.
  17. 17. Brand Attributes: Freeing Disruptive Instantaneous User-focused Seamless Accessible Personal Simple Enjoyable Brand Belief: Money should work for all of us. Brand Purpose: Put the power of money in your hands.
  18. 18. Whitespace: • Focus on lifestyle, not technology • Talk to real people, not investors • Go beyond reducing friction, make it fun. Category Clichés: Financially-geared Faceless Investor-focused Pain-free Authoritative Cold Safe & Predictable Flat Color Disruption: Culturally-geared Human Consumer-focused Enjoyable Transparent Welcoming Innovative Bright, shifting color
  19. 19. CIRCLE CIRCLE CIRCLE CIRCLE CIRCLE
  20. 20. ICONOGRAPHY TYPOGRAPHY COLOR PALETTE TYPOGRAPHY COLORS GRADIENTS TYPOGRAPHY COLORS GRADIENTS Proxima Nova Extrabold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890 Proxima Nova Extrabold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890 Proxima Nova Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890 Proxima Nova Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890 Proxima Nova Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890 Proxima Nova Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890 LOGO ILLUSTRATIONS
  21. 21. MOODBOARD SKETCHES OPTIONS FINAL DESIGN CIRCLE CIRCLE
  22. 22. Minnesota United Pro soccer boasts a four-decade history in Minnesota but faced an identity crisis. With new name and a new spirit, Minnesota United FC set out to give local fans a team to call their own.
  23. 23. Brand Attributes: Unified Uniquely Minnesotan Accessible Honoring tradition Future focused Passionate Competitive Community Outreach Optimistic Persistent ! ! Brand Belief: Soccer has the power to unite people from all walks of life. Brand Purpose: Create a soccer team for all Minnesotans.
  24. 24. Whitespace: • Clean and sophisticated • Evokes classic soccer while feeling true to Minnesota. • Locally rooted, with global ambitions Disruption: Clean Understated European Classic/Timeless Purposeful use of color Flat Sophisticated ! Category Clichés: Glossy Aggressive American Literal Loud color Bevel & Emboss Overwrought
  25. 25. MOODBOARD SKETCHES OPTIONS FINAL DESIGN
  26. 26. Prepare + Prosper Dedicated to bringing low income families out of the poverty cycle, Prepare + Prosper mobilizes financial professionals around the twin cities to offer tax & financial services to those who need them most while also working to change policy at a national level.
  27. 27. Elements to build around: • Bright, optimistic color palette • Photos & quotes from real people Elements that had to go: • That name
  28. 28. Brand Attributes: Smart Experienced Comfortable Transparent Accessible Collaborative Quirky Nerdy Fun Brand Belief: Everyone should have the right to economic stability. Brand Purpose: Improve the overall financial well-being and futures of low-income families.
  29. 29. Whitespace: • Introduce a fun & quirky spirit to the financial sector • Look accountable & legitimate among non-profits • Represent the innovative people in the org, not what they do Disruption: Refined Thoughtful Unique Friendly Ownable Inviting Fun Simple Category Clichés: Haphazard Unsophisticated Predictable Cold Generic Intimidating Boring Busy
  30. 30. HELPING PEOPLE ACHIEVE FINANCIAL SECURITY HELPING PEOPLE ACHIEVE FINANCIAL SECURITY
  31. 31. MOODBOARD SKETCHES OPTIONS FINAL DESIGN
  32. 32. We hope you’re able to walk away with some easy ways to keep thinking broad and strategically when you approach your next branding assignment.
  33. 33. Missy Reinikainen Brad Surcey Grant Wilson Rachel Hardacre @missyaustin3 @bsurcey @grantwilson Stacia Burtis @staciaburtis Peter Petrulo @orangetrulo Alex Register @alex_register Brian Danaher @madeforending Gordon McIntyre-Lee The ZJ Design Team

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