MDM640 Measuring Design Effectiveness
10.2.1 Project
Pre-submittal Rationale
1 - Provide a Summary of your Project determinations, or a brief
Key goals:
- Create a community or tribe around the brand. “Customers today don’t like to be sold—they like to buy, and they tend to buy in tribes. Better advice for companies is to focus their communications not on a USP—Unique Selling Proposition—but on a UBT—a Unique Buying Tribe—that has a natural affinity for the company’s products or services. In a tribe, news spreads quickly, which gives brands extra traction” (Neumeier 2013).
- Build brand awareness
- Increase the brand’s bottom line
Strategies:
- Build on the brand’s established subcultural credibility. The board shorts have a legendary existence in surfing. The campaign would base all of its brand awareness on that.
- While maintaining the vintage feel, the brand’s image needs to be cleaned up and sharpened for today’s target audience.
- Create a strong web and social media presence. Creation of a robust website and mobile app with beautiful imagery will promote online shopping. Point of contact experiences will be true to the brand’s image, in surf shops.
- Maintain local subcultural credibility. A new campaign needs to stay focused and not lose sight of the brand’s promise of purity and simplicity.
- There also will to be involvement in fun local surfing events like local beach cleanup events and festivals.
Key Tenets:
- M. Nii is the only surf apparel brand that is legendary.
- Design is pure and simple and made for true surfers.
M.Nii is focused on recreating the same quality as was had back in the 50’s staying true to the details.
Tagline:
- You want some new clothes bro.
- Surf. Chill. Repeat
- Classic Aloha Style.
Target audience:
- 25-45 year old
- Traits: Easygoing, open minded, creative, generous, productive, professional, healthy
- Values: Peace, integrity, family, spirituality, equality, life
- Interests: Travel, history, water, entertainment, surfing, having fun
Differentiation:
M. Nii is the only surf apparel brand that is legendary, pure and simple and made for true surfers.
2 - What references did you use for developing this portion of the Project Book?
I studied several of the project books to see how they were organized and what they included.
3 - How does this new content convey the “unique brand essence” goals and criteria of your campaign?
The new content is consistent with the “unique brand essence” goals and criteria of my campaign.
4 - Summarize how you followed the guidelines and specifications you established in your Style Guide
I consistently used the elements that are outlined in my style guide throughout the book. The same colors, textures, font choices and images are seen on every page.
5 - Why do you think the additional pages of your design will be successful in communicating with viewers of your presentation
I will continue to follow my style guide as I develop the rest of the book. I will be careful to be sure that I am consistently conveying the message.
6 - Is there anything else you want to say to explain your choices or justify your designs?
Some of the pages are still pretty rough. I will continue to edit the text and the images as I go forward. I really appreciate any ideas and/or criticism.