Laserfiche WebLink
NORT H s'rAR <br />... _.......... . <br />SCOPE OF WORK <br />di M!-0ND RA_ IIT?T Y f r -VI-1 OPIv3t:lr"i <br />In this stage, all insight and strategy are transformed into tangible creative products that <br />embody Santa Ana. An in-depth creative brief and creative workshop guides this work. <br />Straplines, logos, color and messaging (with graphic standards) are created. Additional <br />deliverables will also be developed to express the new brand Identity in the context of its future <br />use. <br />Creative Workshop: A collaborative, Interactive meeting between the North Star team and Santa <br />Ana creative team that explores the roles of different creative elements and identifies creative <br />preferences. Our goal is to most effectively hone in on the type of work you want without limiting the <br />creative thinking of our writers, graphic designers and art directors. This meeting is always lots of fun <br />for everyone involved. <br />Written Concepts & Straplines: A strapline is not the be-all and the end-all for your brand. But it is <br />the start of the story. (We adopted the phrase "strapline" rather than tagline because the job of this <br />line is to strap together the missions and agendas of all the organizations in Santa Ana). Depending <br />on how safe or edgy you want to be, the new Santa Ana strapline can capture people's attention <br />immediately and pique their curiosity or it can serve as a solid, hard-working tool that starts the job of <br />positioning Santa Ana in the minds of consumers, North Star will provide a minimum of five different <br />straplines along with rationales for the strengths of each line. We also conduct trademark and Google <br />searches to ensure the availability of each line. This Is a critical step and one often overlooked by <br />many professionals. But there is nothing more frustrating than getting to the end of the project with a <br />strapline that is not available to you. <br />Logos: The slate of logos presented to the Santa Ana creative team will represent a range of <br />options. We will also provide a round of revisions to the selected mark. Once the "hero" logo has <br />been chosen and perfected, we design it with and without the state name and with and without the <br />strapline in both vertical and horizontal lockups, representing all the different ways you will use it. <br />Logo Family: North Star is known for its logo families and we want to make sure key stakeholders in <br />Santa Ana have access a version of the mark they can use. Once we gain consensus on a "master <br />driver" logo, we provide versions for each individual public sector organization. We will also provide <br />the private sector with details on the framework to be used in any number of ways moving forward. <br />Color Palette: We start by developing logos in black and white to reduce color bias. But once that <br />decision is made we open the possibilities visually by allowing you to select between two very <br />different palettes. This is a key decision in how your visual brand identity will "feel" since color evokes <br />emotion and memory, <br />Looks: Think about it. If the only tools we gave you were a logo and a line, then all you would be <br />able to do is put that logo and line on stationery, t -shirts and the top of your website. We go far <br />beyond that, crafting two entirely different visual looks that allow you to choose how your brand <br />messaging will be conveyed in terms of headlines, photography style, special graphic elements or <br />detailing and copy points. The creative committee will select one look and it will be applied to all <br />subsequent deliverables. <br />SANTA ANA nRANDVRINT 9 <br />