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Turtle beach visual language jaywilson design September 2011 01 Turtle Beach Visual Brand Language Background and Analysis.

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Presentation on theme: "Turtle beach visual language jaywilson design September 2011 01 Turtle Beach Visual Brand Language Background and Analysis."— Presentation transcript:

1 turtle beach visual language jaywilson design September Turtle Beach Visual Brand Language Background and Analysis

2 turtle beach visual brand language strategy jaywilson design September Definitions 1.What is VBL? 2.Caveats / What it is not 3.Classic examples Turtle Beach Background 1.Philosophy/ Culture 2.Core Values 3.Corporate Strategy Hierarchy Pyramid 1.Signature Details a.What can be owned and developed? b.Logos, icons, graphics 2.Product positioning map a.TB brand among the competition? 3.Design Principles a.High-level Brand guidelines 4.Color / Finish/ Material a.Defining, communicating, managing Communicating the Message 1.Managing and Evolving VBL Language Unspoken Language Outline

3 turtle beach visual language jaywilson design September A company’s brand is defined, not by the company but by what its customers say it is based on their gut impressions…based on many sources. One of the primary sources is the look and feel of its products. What is Brand?

4 turtle beach visual language jaywilson design September Visual Brand Language is branding terminology for a unique set of design elements - such as shape, color, materials, finish and form which directly and subliminally communicate a company's values and personality. A key component of customer’s impressions of a company is formed by the look and feel of its products… What is Visual Brand Language?

5 turtle beach visual language jaywilson design September This VBL strategy is not a how-to “cookbook” to make all the products look alike. The key to its success is to provide design guidance for a diverse set of platforms while allowing for a “greening” or evolution of the brand. What It’s NOT

6 turtle beach visual language jaywilson design September Your business is a living organism as is your brand. “Alignment, more than consistency, is the basis for a living brand” Old: Control the Look & Feel of a Brand New: Control the “Character” of a Brand What it IS… marty neumeier

7 turtle beach visual language jaywilson design September “VBL strategically ensures the visual and physical aspects of a company’s products align with the aspirations of the brand to enable meaningful connections between product, brand and user” Product User Strategy

8 turtle beach visual language jaywilson design September A successful brand is one that conveys a consistent message across the spectrum of interactions with its customers… in product, packaging, and messaging. “Alignment, more than consistency, is the basis for a living brand” Visual Brands

9 turtle beach visual brand language strategy jaywilson design September Like…

10 turtle beach visual brand language strategy jaywilson design September Language Consistency & Alignment

11 turtle beach visual brand language strategy jaywilson design September Apple Core Values design & innovation ease & simplicity quality of execution

12 turtle beach visual brand language strategy jaywilson design September What gets you up in the morning? What will they say about you 25 years from now? 1. Who are you? The reason the company exists beyond making money The one thing that will never change about the business. 2. What do you do? What is your vision? Will you be making products that matter? 3. Why does it matter? Three questions about Brand

13 turtle beach visual brand language strategy jaywilson design September Types of Gamers Types of Video Gamers: Console Gamer: Such games enjoy playing different kinds of video games such as PS3, Xbox 360,Wii etc. Handheld Gamer: Games who like to enjoy playing on handheld systems, like the DS or the PSP. PC Gamer: Players who love to play games on a PC or laptop computers. Casual Gamer: These gamers play with simple rules or play comparatively easy games without much hassle. Midcore Gamer: Gamers with some traits of a casual and a hardcore are better known as Midcore gamers. Hardcore Gamer: Such players spend a great quality of their time in playing video games. Competitive Gamer: A player who plays games for the enjoyment of competing with other players. Retro Gamer: A player who loves to collect vintage video games from earlier eras. Import Gamers: A players who loves to play games from different games and imports games in order to have more fun and pleasure Turtle Beach’s current customers

14 turtle beach visual brand language strategy jaywilson design September Features: “What it is” Benefits: “What it does” Experience: “What you feel” Identification: “Who you are” Marketing is about Tribes past present The evolution of marketing

15 turtle beach visual language jaywilson design September Zip-Front Navy Hoodie Jersey Slate T-Shirt Distressed Blue Jeans Blue Van Slip-ons Tribes: Mac Vs. PC When personas become real people geek chic clueless

16 turtle beach visual brand language strategy jaywilson design September ProductsPackagingCommunications Customer Service ALIGNMENT Platforms Quality GUI / Look & Feel Visual Brand Language Graphics Look & Feel Messaging Website Literature Logo Blogs Trust Integrity Contact Experience What Creates a Customer Brand Experience?

17 turtle beach visual brand language strategy jaywilson design September Signature Elements/ BMW

18 But… turtle beach visual language jaywilson design September

19 turtle beach visual brand language strategy jaywilson design September VBL Hierarchy Map Signature Elements Product Positioning Core Values / Company Strategy Design Principles provide guidance for how unique product attributes, like controls and touch points, or color and graphics, can be designed consistent with the overall visual strategy provide a structure within which the brand can be consistently represented but also define ways in which designers can have creative freedom to make sure that each product in a company’s portfolio can be compelling and distinctive. a way to visually capture the tone or character of a brand within the context of other products/brands. This allows for effective evaluation of what visual themes can be owned, what will have a clear competitive visual difference the values that are most important to the direction of the organization and the decision-making within it …the essence of the corporate culture and an “expression of its personality”

20 E Turtle Beach / Signature Elements A.(Visually) Cushioned Headband B.Half-Yoke C.Foam Boom Tip D.“Speaker” Texture turtle beach visual brand language strategy jaywilson design September

21 Turtle Beach / Design Principles A.Dynamic / Angled Headband B.Classic Headset Form Factor C.Organic / Soft D.Modified Oval EarCup turtle beach visual brand language strategy jaywilson design September

22 iconic authentic Classic Audio masculine COOL high quality generic sophisticated functional Hi-End CMF LifeStyle game brands console DESIGN-FOCUSED technology leader Designer Audio Simple Complex Visual Brand Positioning Map Accessory Brands PC headsets potential threats LIFESTYLE traditional street

23 Turtle Beach /CMF Basics A. Neutral Colors w/ Matte & Gloss finishes B. Accent hits are hi-quality metallics C. Stand-alone Palm lcon w/o Logotype turtle beach visual brand language strategy jaywilson design September C B C A

24 Brand Attributes turtle beach visual brand language strategy jaywilson design September Audio Excellence Immersive Gaming Experience Ultimate Control Functional or emotional associations that are assigned to a brand by its customers. Brand attributes can have varying degrees of relevance and importance to different customer segments. Anecdotal Feedback: Great Sound Comfortable Too many wires Cheap Plastic No mention of Design

25 turtle beach visual language jaywilson design September Core Values From the website : Turtle Beach will continue to provide the gaming industry with innovative new products. Designed for the avid gamer, these revolutionary headphones give gamers a more immersive, and private, game audio. We pride ourselves in our quality, professionalism, and integrity…

26 turtle beach visual language jaywilson design September Turtle Beach Addendum Sample thoughts along the way

27 turtle beach visual brand language strategy jaywilson design September Truelines & Taglines Why crazy is cool : Think Different BMW makes high performance cars: The Ultimate Driving Machine Mini makes driving fun: Let’s Motor Nike brings out your inner athlete: Just Do It Tritton: The Unfair Advantage Skullcandy: The Audio Revolution Razer: For Gamers By Gamers Turtle Beach: Engineered for Audio

28 turtle beach visual brand language strategy jaywilson design September “Beaches” If Turtle Beach headsets are:

29 turtle beach visual brand language strategy jaywilson design September Casual and Confident Beachers Gamers are Beachers Beachers

30 turtle beach visual brand language strategy jaywilson design September Beachers

31 turtle beach visual brand language strategy jaywilson design September Beachers Beacheads Harness the movement that’s already in motion…

32 turtle beach visual brand language strategy jaywilson design September Join the Club… Life is a Beach… Members Only—Sign Up Now

33 turtle beach visual brand language strategy jaywilson design September Tag G A M E CHANGER

34 Turtle Beach Core Values turtle beach visual brand language strategy jaywilson design September Technical Leadership Collaboration Balance Integrity Customer Fixation You Aren’t Being Paid to Believe in the Power of Your Dreams


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