SCOPE OF WORK
Our studio is open and we collaborate and communicate closely. We would extend and welcome Modern Meadow into our process as partners as desired. Our front room (where we met in person with you) is available for you to use as needed either with us or with your additional partners.
+ Strategy & analysis
+ Feedback on naming
The collaboration begins with a conversation through interviews with the core players of your team. The analysis we deliver is built out of in-depth research of all the forces that will touch the brand, from comparative landscapes to production innovations. This allows for an understanding of both the macro and micro vision of your brand.
Based on our analysis, we will provide insights that can be applied to your current strategic work.
We will be happy to engage in strategic, visual and anecdotal feedback on the material naming shortlist.
+ Creative brand platform
+ Core signature (logo) charrette
Our belief is the best results come from the simplicity of design, clarity of message and flawless execution in every part of the brand, both explicitly and subliminally.
The brand platform is assembled with equal parts messaging, design and execution. Our initial goal is to create clarity and unity amongst these three components in order for them to be expanded upon, the first major step to building the brand.
Messaging will include a brand manifesto, a short brand proposition, and if necessary, a tagline.
We initially cast a wide net for the core signature (logo, mark or symbol) in order to explore as many new territories for the brand’s behavior as we can unearth. We prove it out in light tandem with phase 3 in order to see the influence of the mark across applied environments. Once we’ve landed on a successful behavior, we begin case testing it in Phase 3.
+ Look & feel concepts, visual environment
+ Application across brand partnerships
+ Application across consumer touchpoints
+ Finalize the logo
+ A dynamic and/or animated logo treatment
The execution of the logo is thought of like a map, routing out to all necessary touchpoints. Knowing the importance of brand partnerships, specific relationships are addressed and a system is created for these.
After agreeing on elements and applications that are most urgent to prove out, (especially in light of the upcoming exhibition) we create in-situ concepts that demonstrate the overall environment of the brand including partnerships and consumer touchpoints.
During the process, development of brand tools, such as typography, color theory, verbal identity, and photographic treatments come into play.
We take one final look at the logo, based on what we discover from the applications, and make any final adjustments as needed.
Movement of the logo and brand implies forward thinking and flexibility with change. We develop a wholly unique and ownable motion system applied across digital and social components.
+ Lightweight website
+ Content development for social
With the infinite ways in which digital information is distributed, we believe simplicity to still be the best route of communication. We think about how the brand system is experienced through the web and create wireframes that remain with the initial goal of clarity and unity. The number of pages to suit the immediate website needs will be determined, estimate includes navigation, a home splash page and 2-3 informational pages.
Content development stems from articulating the brand voice and design system across social platforms related to timely announcements, developments and events related to Modern Meadow and publicly acknowledged brand partners.
+ Brand guidelines, internal and partner
We craft thorough, user-friendly guides, templates and vector assets for both internal and partner use. (Please let us know if you’d like to see some of our past examples). The guidelines direct all executions of the logo, and include clear usage for typography, photography and communication strategy. Our goal for this book is to cover any circumstantial questions that will arise with the brand identity. The guidelines live digitally on a password protected site.
PHASE 1: RESEARCH & DEVELOPMENT
PHASE 2: MESSAGING & LOGO
PHASE 3: BRAND APPLICATIONS & MOTION
PHASE 4: WEBSITE & SOCIAL APPLICATIONS
PHASE 5: STYLE GUIDE
2-3 weeks (assuming we can deliver after the exhibition)
Given the breadth, newness and wide-openness of this brand assignment, we’d like to remain highly flexible both in terms of scope and potential investment.
We’ve laid out our approach divided in phases, which is typical for us, however in your case, what might be most effective is to review the scope after each phase to see if, based on the creative development and collaboration, there’s some readjustment needed. For instance, if in one phase we decide the mark is only ever physical, or digital or also needs to be a hologram, we would revisit the following phases to make sure our scope still makes sense with this decision and adjust as needed. Our goal would be to agree on an overall fee that covers the expected phases with a contingency to adjust either up or down, depending on what’s needed.
We are also including slightly more into the scope, specifically motion and sound design, as we feel it’s important to your overall material brand’s success. We are happy to discuss and review with you to see if you feel similarly.