- Why brands need your help
- How we can make them better
What makes a brand?
- A logo / a badge?
- Standing for something? Sells you a point of view, what they stand for
- A brand doesn't have to be the product you buy
- About a cause? A person?
- Veneer that runs across the top of stuff
Bigger idea of what they are about - Connections
Stand for something + A wonderful experience = People care
Brands which are a wonderful experience make our lives better
Design is an opportunity to make a difference
We can be broader as a designer
How many brands don't care about their audience
BRIEF
- Rethink the brands of today to make them wonderful
- "Ministry of Wonderful"
- Engagement with the brand
- Rethink what these things do
- Different Relationship
- Change the way they communicate with you
Guide To Create A Brand
Part 1: DEFINE
- What should it stand for?
- Why should it exist?
- Why should people care?
- What makes it different?
- BIG IDEA
- NAME
- WHAT YOU STAND FOR
Part 2: CREATE
- What does it look like?
- What does it sound like?
- What does it do?
= The personality of it
Part 3: BUILD
- Make stuff that's relevant
Create something from scratch
Keep it realistic
INTERIM CRIT: 24TH NOVEMBER
Rough ideas, research, sketches, names - lots of ideas
I was required to rebrand a 'Retirement Home' in order to alter the way in which we engage and interact with it.
I therefore began the brief by analysing the existing relationship that we the general public have with retirement homes.
Personally when I think of retirement homes I imagine a big, cold, dull room full of armchairs will elderly people drifting in and out of sleep.
From an elderly persons point of view I can imagine they see going into a retirement home as a loss of their independence, their life and possibly the acceptance that they can no longer look after themselves. It could also make them feel elderly, whereas in their head the could still feel young.
From my own experience with my family, one one grandparent just gone into a retirement home, to the families a retirement home means peace of mind. They don't have to worry about their loved ones being alone, they can rest easy knowing they are getting the best care.
I feel like there is a reluctance from the elderly to go into a retirement home, through my rebranding I wanted to put their mind at ease about to move from their home to a retirement home, therefore I focussed on the two factors which I felt they worried about most; loss of independence, leaving their home behind and getting old.
Taking into consideration that this would be their "new home" and therefore needed to be somewhere they were comfortable and could relax I came up with the concept of "what makes your house your home?" Everyone is different an therefore the room at the retirement home would be a blank canvas which they can personalise to look exactly like there old home (possible project with there family?) be it a pet, photos or a plant, it will be a "home from home"thereby giving a sense of independence back to them.
Perhaps a little less realistic I also considered the idea that the retirement would be like a stepping back in time with decor and technology all appropriate for the 50s era letting them in a sense "relive their youth".
BIG IDEA:
"Your New Home"
WHAT "YOU" STAND FOR:
- Friendly
- Helping the elderly regain their independence
- Give them their life back
- Everyone is different, what would make it feel like your home?
- Comfort for residents is a priority
- Family orientated, rooms can be personalised, project with family
WORKING NAME:
"Home Sweet Home"
Using the working name "Home Sweet Home" which I will use for the time being I experimented with a couple of typefaces for initial branding ideas. I personally had a lowercase, sans-serif typeface in mind which I felt would be appropriate for the friendly, family orientated aspect.
My initial thoughts on these typefaces is that the final design in 'Odin Bold' looks slightly too childish which is not something I want to convey in the branding.
One of the most important things I wanted to convey with the branding is the "friendly" aspect, I like the idea of using an illustration of some sort in the branding to give this impression.
The strongest idea I had was an illustration of a row of different types of houses; a townhouse, a semi-detached, bungalow. The different types of house were to reflect the different houses the elderly could be coming from before they move into the home and reflect the belief the brand stands for "everyone is different". It also represents that the retirement home will be their "home from home".
Another consideration I made was that this illustration could then be simplified to just one house to act as an icon where appropriate.
INTERIM CRIT
- Focus on the 'DIY' aspect
- It's YOUR home, design it yourself
- Project orientated, something you can share with your family
- Really nice to have a personalised feel
Final Crit: 8 / 12 /14
We should present our final outcome for the brief in a PDF document.
- Proposition
- Logo which tells a story
- What collateral is relevant for your proposition?
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