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Brand Experience Design
  Alicia Nagel | KAA Design Group
AGENDA


•   One Path to Becoming a Brand Storyteller
•   KAA Design Group
•   A Definition of Brand Experience
•   Case Studies
•   Some Careers Involved in Brand Experience
ONE PATH TO BECOMING A BRAND STORYTELLER


• Education
   – Boston University : Advertising / Anthropology
• Work Experience
   – Small Advertising Agency : Hub Strategy
      • A Little Bit of Everything
   – Big Ad Agency : TBWAChiatDay
      • Print Production Artist
   – Multi-disciplinary Design: KAA
      • Brand Storytelling
• Traits I Feel Help Me Become a Brand Storyteller
   –   Artist
   –   Therapist
   –   Visual Communicator
   –   Problem-solver
KAA DESIGN GROUP

• Multi-disciplinary Design Firm: 4 Studios
   – Architecture, Interiors, Landscape
       – Specialize in private residences
       – Growing portfolio of mixed-use and hospitality projects
   – Brand Experience
       – Operates with other disciplines as well as alone
• Brand Experience Projects Include
       •   Identity: Logo, Stationery, Website
       •   Marketing Materials: Brochure, Portfolio, Postcard
       •   Signage & Wayfinding
       •   3-D Modeling
• Brand Experience’s Role in Our Projects
   – Define the Story
   – Keep Efforts Inline with the Story
   – Communicate Brand Story through deliverables


www.kaadesigngroup.com
DEFINITION: BRAND EXPERIENCE

• What is a Brand?
   • Essence
   • Who you are

• How is that Brand experienced?
   • Through Touchpoints
          • Personal Brand as example
          • Company Touchpoints
              • Identity / logo
              • Physical space
              • Language
              • Service / Interaction
              • Name
BRAND EXPERIENCE DESIGN: THE DELIVERABLE

• Examples of Brand Experience Deliverables – Multiple
  Touchpoints
   • Style guide for using an identity system
   • Masterplan for campus
   • Restaurant Concept
      • Name, logo, color palette, interior space, lighting, menu, uniform,
         the whole package
   • Website
BRAND EXPERIENCE / STORYTELLING TOOLS

•   Internal “Hot Group”
•   Focus Group
•   Brand Audit / Questionnaire
•   Experience Keyword Map
•   Brand Promise
•   Creative Brief
•   Imagery
•   Matrix
•   Brand Book / Story
•   Artist Renderings
•   Materials / Tangibles
    – Packaging
    – Samples
CASE STUDY 1: KAA Holiday Mailer

BRAND EXPERIENCE PROCESS
• Needs: Concept Goals:
  – Communicate the Four Disciplines
  – Keep Customers Engaged
  – Non-limiting Promotion Experience
     • Can be used all year
     • No religious, seasonal, gender affiliations
  – Mailable + Cost of Production
  – Showcase Talent
• Process
  • Internal Email Survey
  • Hot Group
  • Inspirational Imagery
CASE STUDY 1: KAA Holiday Mailer
CASE STUDY 1: KAA Holiday Mailer
CASE STUDY 1: KAA Holiday Mailer
CASE STUDY 1: KAA Holiday Mailer
CASE STUDY 1: KAA Holiday Mailer
CASE STUDY 1: KAA Holiday Mailer

INSIGHTS GATHERED
• Prioritize Goals
   – Define a budget from the beginning
• Don’t just tell a story, tell YOUR story
   – Compared to last year’s
• Push the creativity
   – Patterns
   – Inspire Recipient’s Creativity
• Limitations can make you innovate
   – Packaging
CASE STUDY 2: Bluewater Equity

STARTING FROM SCRATCH
• Needs
• Process
   – Brand Audit / Questionnaire
   – Experience Keyword Map
   – Brand Promise
• Deliverables
   •   Define Story
   •   Refine Existing Logo
   •   Define Visual Language
   •   Website
CASE STUDY 2: Bluewater Equity

Brand Audit / Questionnaire
1. What business are you in?
2. What is your company’s mission? What are your three most important goals?
3. Why was this company created?
4. What differentiates you from your competition?
5. What are your firm's strongest qualities or attributes?
6. If you asked your best clients why they value you, what would they answer?
7. What are the "nuances" that define your style and identity?
8. What mythic or psychological archetype does your firm embody?
9. What are your core competencies?
10. What is your firm's "personality"?
11. Who is the target audience you want to reach?
12. Who is your competition? Is there a competitor that you admire most? If so, why?
13. How do you market your product and services?
14. What are the trends and changes that affect your industry?
15. How do you want to be perceived 5 years from now? 10 years?
16. How does your company measure success?
17. What values and beliefs unify your employees and drive their performance?
18. What are the potential barriers to the success of your product or service?
19. If you could communicate a single message about your company, what would it be?
CASE STUDY 2: Bluewater Equity




Experience Keyword Map
CASE STUDY 2: Bluewater Equity
CASE STUDY 2: Bluewater Equity
CASE STUDY 2: Bluewater Equity
CASE STUDY 2: Bluewater Equity
CASE STUDY 2: Bluewater Equity

Brand Promise   BRAND PROMISE
                CLIENT: BlueWater Equity Partners

                Visionary Real Estate Investment. Tangible Results.

                BlueWater Equity Partners has the knowledge and experience to offer stability and
                reliability, and the passion and drive to exceed expectations, including our own.

                We truly are a partner in real estate investment – we share the risk of ownership by
                having a significant portion of our personal assets allocated to each project. You
                can't get much more invested than that. We offer our investors a unique
                opportunity to invest in properties they otherwise wouldn't have access to,
                providing superior returns and all the benefits of real estate investment without
                hands-on involvement. With BlueWater Equity Partners as the active operators, our
                investors reap the benefits of our experience and intuition. This is not your average
                business relationship – we measure our success together.

                So what's in it for us? This is our passion. Our drive. Our Raison d'être. We live for
                the challenge and draw on our decades of experience to continue our formidable
                track record. Blue water is where the most promising opportunities lie. As
                experienced and astute guides we make them attainable. We thrive on the
                challenge, intrigue, chase, testing of our skill – out here, we are at the top of our
                game.

                BlueWater Equity is the partner that does all the legwork while our investors call
                the shots. We are committed to continuous communication, dedicated to an open
                dialogue designed to maximize results candidly and efficiently. We set out into the
                blue, growing, achieving, moving upward, together.

                BlueWater Equity Partners is ready for the next challenge, the next test, the next
                opportunity on the horizon. It is fixed in our gaze and we are steadfast in our
                pursuit. Get onboard.
CASE STUDY 2: Bluewater Equity

INSIGHTS GATHERED
• Meet In Person
   – Brand Audit Resistance & Confusion
• Business Partners With Differing Visions
   – Now there is only one
CASE STUDY 3: Mastro’s

WE ARE A BRAND, NOT A CHAIN
• Needs
   • Tell the story
   • Define the brand
• Process
   • Site visits
   • Hot Groups
   • Inspiration Imagery
• Deliverables / Tools
   • Brand Book
   • Brand Elements /
     Design Elements
CASE STUDY 3: Mastro’s




• Brand Book
CASE STUDY 3: Mastro’s
CASE STUDY 3: Mastro’s
CASE STUDY 3: Mastro’s
CASE STUDY 3: Mastro’s
CASE STUDY 3: Mastro’s
CASE STUDY 3: Mastro’s
CASE STUDY 3: Mastro’s
CASE STUDY 3: Mastro’s

INSIGHTS GATHERED
• Brand Experience – a constant presence
   – Architecture and Interiors-focused meetings are enhanced by
     regular Brand Experience presence
• Defining the Scope
   – Try to get the client to voice budget limitations asap
CASE STUDY 4: Caroline Lily

COMMUNICATING THE STORY
• Needs
   • What is my story?
• Process
   • Client meetings
   • Hot Groups
   • Imagery
• Deliverables/ Tools
   •   Brand Vision
   •   Name
   •   Logo
   •   Brand Color
   •   Brand Book
   •   Business Card, Shopping Bag,
CASE STUDY 4: Caroline Lily




BRAND BOOK
CASE STUDY 4: Caroline Lily

           • Brand Book
CASE STUDY 4: Caroline Lily

• Color Palette
• Materials Palette
CASE STUDY 4: Caroline Lily
CASE STUDY 4: Caroline Lily

• Architectural Artist Rendering
CASE STUDY 4: Caroline Lily

INSIGHTS GATHERED
• Getting Inspired By Location
   – Relevant Color Palette
• Brand Book as Investor Tool
   – Conceptual / Graphic Business Plan
CASE STUDY 5: Beauvallon

Selling Not Just an Architectural Design But A
  Lifestyle Story
• Needs
   • Paid Pitch: 3 Architectural Firms
   • Vision for Estate
• Process
   • Hot Group
   • Artist Renderings
   • Imagery
• Deliverables / Tools
   • Brand Book
   • Materials / Tangibles
   • Presentation Boards
CASE STUDY 5: Beauvallon
CASE STUDY 5: Beauvallon
CASE STUDY 5: Beauvallon
CASE STUDY 5: Beauvallon
CASE STUDY 5: Beauvallon

INSIGHTS GATHERED
• Engage the Client: Interactive Presentation
   – Using mood lighting, music, wine, cheese, materials, gifts,
     unexpected details to help the client envision the experience
– Success of Storytelling
   – Clients responded more to a story of their experience than to a
     description of the product
CASE STUDY 6: Chadwick School

Translating a Brand Into an Identity and Campus
• Needs
   • School Masterplan: Landscape, Signage & Wayfinding
   • School Logo, Athletics Logo, Coat of Arms
   • Stationery System, Marketing Matls., Style Guides
• Brand Experience Process
   • Site Survey
   • Focus Groups
   • 3-Phase Books: Identifying Themes, Inspirational Imagery,
     Goals Matrixes, Artist Renderings
• Deliverables / Tools
   • Vision Imagery
   • Materials / Tangibles
   • Phase & Implementation Documents
CASE STUDY 6: Chadwick School


School Logo




Athletics Logo




Coat of Arms
CASE STUDY 6: Chadwick School

School Masterplan: Landscape,Signage & Wayfinding
   •   Deliverables: Phase 1, 2, 4
   •   Phase 3 is Design Development


Phase 1                     Phase 2                Phase 4:
                                                   Final Deliverable
CASE STUDY 6: Chadwick School

Phase 1: Needs Assessment and Vision
CASE STUDY 6: Chadwick School

Phase 2: Design Concept Exploration
CASE STUDY 6: Chadwick School

INSIGHTS GATHERED
• Engage Key Client Representatives
   – Approval by Board
• Engage Client in Creative Process
   – In progess presentations
– Stick with your idea and be convicted
Some Careers Involved in Brand Experience

•   Graphic Designer
•   Architect
•   Advertising – stratey & creative aspects
•   Marketing / PR – in-house or agency
•   Interior Design
•   Landscape Design
•   3-D Modeling & Animation
•   Web Developer
•   Photographer
•   Copywriter
•   Product Designer
•   Consultant

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Brand Experience Design

  • 1. Brand Experience Design Alicia Nagel | KAA Design Group
  • 2. AGENDA • One Path to Becoming a Brand Storyteller • KAA Design Group • A Definition of Brand Experience • Case Studies • Some Careers Involved in Brand Experience
  • 3. ONE PATH TO BECOMING A BRAND STORYTELLER • Education – Boston University : Advertising / Anthropology • Work Experience – Small Advertising Agency : Hub Strategy • A Little Bit of Everything – Big Ad Agency : TBWAChiatDay • Print Production Artist – Multi-disciplinary Design: KAA • Brand Storytelling • Traits I Feel Help Me Become a Brand Storyteller – Artist – Therapist – Visual Communicator – Problem-solver
  • 4. KAA DESIGN GROUP • Multi-disciplinary Design Firm: 4 Studios – Architecture, Interiors, Landscape – Specialize in private residences – Growing portfolio of mixed-use and hospitality projects – Brand Experience – Operates with other disciplines as well as alone • Brand Experience Projects Include • Identity: Logo, Stationery, Website • Marketing Materials: Brochure, Portfolio, Postcard • Signage & Wayfinding • 3-D Modeling • Brand Experience’s Role in Our Projects – Define the Story – Keep Efforts Inline with the Story – Communicate Brand Story through deliverables www.kaadesigngroup.com
  • 5. DEFINITION: BRAND EXPERIENCE • What is a Brand? • Essence • Who you are • How is that Brand experienced? • Through Touchpoints • Personal Brand as example • Company Touchpoints • Identity / logo • Physical space • Language • Service / Interaction • Name
  • 6. BRAND EXPERIENCE DESIGN: THE DELIVERABLE • Examples of Brand Experience Deliverables – Multiple Touchpoints • Style guide for using an identity system • Masterplan for campus • Restaurant Concept • Name, logo, color palette, interior space, lighting, menu, uniform, the whole package • Website
  • 7. BRAND EXPERIENCE / STORYTELLING TOOLS • Internal “Hot Group” • Focus Group • Brand Audit / Questionnaire • Experience Keyword Map • Brand Promise • Creative Brief • Imagery • Matrix • Brand Book / Story • Artist Renderings • Materials / Tangibles – Packaging – Samples
  • 8. CASE STUDY 1: KAA Holiday Mailer BRAND EXPERIENCE PROCESS • Needs: Concept Goals: – Communicate the Four Disciplines – Keep Customers Engaged – Non-limiting Promotion Experience • Can be used all year • No religious, seasonal, gender affiliations – Mailable + Cost of Production – Showcase Talent • Process • Internal Email Survey • Hot Group • Inspirational Imagery
  • 9. CASE STUDY 1: KAA Holiday Mailer
  • 10. CASE STUDY 1: KAA Holiday Mailer
  • 11. CASE STUDY 1: KAA Holiday Mailer
  • 12. CASE STUDY 1: KAA Holiday Mailer
  • 13. CASE STUDY 1: KAA Holiday Mailer
  • 14. CASE STUDY 1: KAA Holiday Mailer INSIGHTS GATHERED • Prioritize Goals – Define a budget from the beginning • Don’t just tell a story, tell YOUR story – Compared to last year’s • Push the creativity – Patterns – Inspire Recipient’s Creativity • Limitations can make you innovate – Packaging
  • 15. CASE STUDY 2: Bluewater Equity STARTING FROM SCRATCH • Needs • Process – Brand Audit / Questionnaire – Experience Keyword Map – Brand Promise • Deliverables • Define Story • Refine Existing Logo • Define Visual Language • Website
  • 16. CASE STUDY 2: Bluewater Equity Brand Audit / Questionnaire 1. What business are you in? 2. What is your company’s mission? What are your three most important goals? 3. Why was this company created? 4. What differentiates you from your competition? 5. What are your firm's strongest qualities or attributes? 6. If you asked your best clients why they value you, what would they answer? 7. What are the "nuances" that define your style and identity? 8. What mythic or psychological archetype does your firm embody? 9. What are your core competencies? 10. What is your firm's "personality"? 11. Who is the target audience you want to reach? 12. Who is your competition? Is there a competitor that you admire most? If so, why? 13. How do you market your product and services? 14. What are the trends and changes that affect your industry? 15. How do you want to be perceived 5 years from now? 10 years? 16. How does your company measure success? 17. What values and beliefs unify your employees and drive their performance? 18. What are the potential barriers to the success of your product or service? 19. If you could communicate a single message about your company, what would it be?
  • 17. CASE STUDY 2: Bluewater Equity Experience Keyword Map
  • 18. CASE STUDY 2: Bluewater Equity
  • 19. CASE STUDY 2: Bluewater Equity
  • 20. CASE STUDY 2: Bluewater Equity
  • 21. CASE STUDY 2: Bluewater Equity
  • 22. CASE STUDY 2: Bluewater Equity Brand Promise BRAND PROMISE CLIENT: BlueWater Equity Partners Visionary Real Estate Investment. Tangible Results. BlueWater Equity Partners has the knowledge and experience to offer stability and reliability, and the passion and drive to exceed expectations, including our own. We truly are a partner in real estate investment – we share the risk of ownership by having a significant portion of our personal assets allocated to each project. You can't get much more invested than that. We offer our investors a unique opportunity to invest in properties they otherwise wouldn't have access to, providing superior returns and all the benefits of real estate investment without hands-on involvement. With BlueWater Equity Partners as the active operators, our investors reap the benefits of our experience and intuition. This is not your average business relationship – we measure our success together. So what's in it for us? This is our passion. Our drive. Our Raison d'être. We live for the challenge and draw on our decades of experience to continue our formidable track record. Blue water is where the most promising opportunities lie. As experienced and astute guides we make them attainable. We thrive on the challenge, intrigue, chase, testing of our skill – out here, we are at the top of our game. BlueWater Equity is the partner that does all the legwork while our investors call the shots. We are committed to continuous communication, dedicated to an open dialogue designed to maximize results candidly and efficiently. We set out into the blue, growing, achieving, moving upward, together. BlueWater Equity Partners is ready for the next challenge, the next test, the next opportunity on the horizon. It is fixed in our gaze and we are steadfast in our pursuit. Get onboard.
  • 23. CASE STUDY 2: Bluewater Equity INSIGHTS GATHERED • Meet In Person – Brand Audit Resistance & Confusion • Business Partners With Differing Visions – Now there is only one
  • 24. CASE STUDY 3: Mastro’s WE ARE A BRAND, NOT A CHAIN • Needs • Tell the story • Define the brand • Process • Site visits • Hot Groups • Inspiration Imagery • Deliverables / Tools • Brand Book • Brand Elements / Design Elements
  • 25. CASE STUDY 3: Mastro’s • Brand Book
  • 26. CASE STUDY 3: Mastro’s
  • 27. CASE STUDY 3: Mastro’s
  • 28. CASE STUDY 3: Mastro’s
  • 29. CASE STUDY 3: Mastro’s
  • 30. CASE STUDY 3: Mastro’s
  • 31. CASE STUDY 3: Mastro’s
  • 32. CASE STUDY 3: Mastro’s
  • 33. CASE STUDY 3: Mastro’s INSIGHTS GATHERED • Brand Experience – a constant presence – Architecture and Interiors-focused meetings are enhanced by regular Brand Experience presence • Defining the Scope – Try to get the client to voice budget limitations asap
  • 34. CASE STUDY 4: Caroline Lily COMMUNICATING THE STORY • Needs • What is my story? • Process • Client meetings • Hot Groups • Imagery • Deliverables/ Tools • Brand Vision • Name • Logo • Brand Color • Brand Book • Business Card, Shopping Bag,
  • 35. CASE STUDY 4: Caroline Lily BRAND BOOK
  • 36. CASE STUDY 4: Caroline Lily • Brand Book
  • 37. CASE STUDY 4: Caroline Lily • Color Palette • Materials Palette
  • 38. CASE STUDY 4: Caroline Lily
  • 39. CASE STUDY 4: Caroline Lily • Architectural Artist Rendering
  • 40. CASE STUDY 4: Caroline Lily INSIGHTS GATHERED • Getting Inspired By Location – Relevant Color Palette • Brand Book as Investor Tool – Conceptual / Graphic Business Plan
  • 41. CASE STUDY 5: Beauvallon Selling Not Just an Architectural Design But A Lifestyle Story • Needs • Paid Pitch: 3 Architectural Firms • Vision for Estate • Process • Hot Group • Artist Renderings • Imagery • Deliverables / Tools • Brand Book • Materials / Tangibles • Presentation Boards
  • 42. CASE STUDY 5: Beauvallon
  • 43. CASE STUDY 5: Beauvallon
  • 44. CASE STUDY 5: Beauvallon
  • 45. CASE STUDY 5: Beauvallon
  • 46. CASE STUDY 5: Beauvallon INSIGHTS GATHERED • Engage the Client: Interactive Presentation – Using mood lighting, music, wine, cheese, materials, gifts, unexpected details to help the client envision the experience – Success of Storytelling – Clients responded more to a story of their experience than to a description of the product
  • 47. CASE STUDY 6: Chadwick School Translating a Brand Into an Identity and Campus • Needs • School Masterplan: Landscape, Signage & Wayfinding • School Logo, Athletics Logo, Coat of Arms • Stationery System, Marketing Matls., Style Guides • Brand Experience Process • Site Survey • Focus Groups • 3-Phase Books: Identifying Themes, Inspirational Imagery, Goals Matrixes, Artist Renderings • Deliverables / Tools • Vision Imagery • Materials / Tangibles • Phase & Implementation Documents
  • 48. CASE STUDY 6: Chadwick School School Logo Athletics Logo Coat of Arms
  • 49. CASE STUDY 6: Chadwick School School Masterplan: Landscape,Signage & Wayfinding • Deliverables: Phase 1, 2, 4 • Phase 3 is Design Development Phase 1 Phase 2 Phase 4: Final Deliverable
  • 50. CASE STUDY 6: Chadwick School Phase 1: Needs Assessment and Vision
  • 51. CASE STUDY 6: Chadwick School Phase 2: Design Concept Exploration
  • 52. CASE STUDY 6: Chadwick School INSIGHTS GATHERED • Engage Key Client Representatives – Approval by Board • Engage Client in Creative Process – In progess presentations – Stick with your idea and be convicted
  • 53. Some Careers Involved in Brand Experience • Graphic Designer • Architect • Advertising – stratey & creative aspects • Marketing / PR – in-house or agency • Interior Design • Landscape Design • 3-D Modeling & Animation • Web Developer • Photographer • Copywriter • Product Designer • Consultant