Creative Brief

Ryan De Luca
Eric Zwart
Chris Butler
11/25/09

Team Goals:
To create a brand for a product in the making.
• Create brand logo
• Product name and product logo
• Create collateral and advertising material

Communications goals of all brand identity elements:

To convey the sense of durability and reliability of the innovative products to be
designed.

Critical application list:

Seneh Pack
• Durable pack construction methods
• Most suitable materials used
• Lifetime warranty

Functional and performance criteria:

Seneh Pack
• Most durable pack
• Best Warranty in the market
• A pack that is accessible in reduced visibility through incorporation of light emitting
materials.
• New methods for accessing gear which are more convenient and practical for the
application.

Positioning:
We are the premium in durability and design. Our products surpass the competition because
we pursue new innovations rather than adhering to old standards. Our redefined online buying
experience allows the customer more choice in selecting the colors and specifications in
the products they buy.
Protocols:
General Rules of Use for All Logos
• No adaptations or changes of the logo are allowed
• The logo may be resized but the original proportions must be maintained when doing so.
• The organization producing the material/message, or which is the primary focus of the primary
focus of the material/message, may display their logo largest in size.
• The logo may be reproduced in color, black and white, or if printed on a colored background, the
logo may be reproduced in white.
• The logo may not be integrated into another graphical element or logo without permission.
Visual Advertising/Printed Materials
• If more than one logo is being used the phrases and tag lines may be used. • If space allows the
email addresses www.nhworks.org or info@nhworkforce.org
must be identified.
• The only acceptable derivatives when a name must be shortened are NHWorks, council or
Corporation as appropriate.
Required EEO,ADA disclaimer
• It is required by law that all materials that are ordinarily distributed or communicated in written
and/or oral form, electronically and/or on paper to staff, clients or the public at large pertaining to
any W.I.A. financially assisted program or activity or displaying either the NH WORKS logo and/
or the Workforce Opportunity Council., Inc. logo must include a reference to federal EEO and ADA
compliance.
“(Program partner/name) is an equal opportunity employer/program. Auxiliary aids and services
are available upon request to individuals with disabilities, TDD NH 711”
Broadcast and New media
• It is required by federal law that all broadcast advertising or news information pertaining to any
W.I.A. financially assisted program or activity must include the phrase:
“(Program partner/name) is an equal opportunity employer/program. Auxiliary aids and services
are available upon request to individuals with disabilities.
Sizing and Spacing
• The logo may be resized but the original proportions must be maintained when doing so.
• The Workforce Opportunity Council Logo may not be displayed any smaller than 2.5” in length by
.5” in height.
• The DOL logo may be no smaller than three quarters of an inch (dime sized) in diameter and no
smaller than 1/3 the size of the primary logo.
• A clear zone equivalent to a minimum 1⁄4 of an inch must surround the logo on all sides.1

1 www.nhworks.org/youth%20handbook/other.pdf
 Confidentiality Statement

In connection with the possible acquisition of any business opportunity, (the Company)
or any other business opportunities presented by RyDeL Business Advisors, Inc. To
you,__________________________RyDeL Business Advisors, Inc. Will furnish you information
regarding this business(es), its financial condition, operations and prospects of the Company. In
consideration of obtaining this proprietary information, you agree:

1. The fact that the business (and/or property) is (are) will be treated confidentially.

2. Any information received about the business (and/or property) will be treated confidentially, and you
will take all necessary steps to protect its confidentiality.

3. Any information received about the business (and/or property) will be used solely to make a
decision about a possible purchase or for education purposes.

10. By submitting this form, you represent and warrant that you have the adequate legal capacity to
enter into the above
Confidentiality Agreement and that you shall be bound by and are a party to this Confidentiality
Agreement.1
If you are in agreement, please complete the information below and indicate your acceptance and
email back to ryandesign88@gmail.com
Agreed to and accepted:

Signature Date

1 www.cpointadvisors.com/Conf.agreement.pdf
 SWOTT Analysis

Strengths
• High quality products with strong useful innovations
• Well educated design process to create meaningful products
• Top quality grade of materials used in products
• Strength in gathering research and turning it into useful product design insight

Weaknesses
• We are a smaller company
• We have a smaller design team
• We have a somewhat limited budget

Opportunities
• No past as a brand - the future is open
• We will bring customer individuality to the product lines
• We possess the ability to start from scratch and to design as we see fit with no prior constraints

Threats
Larger, more visible companies such as Coaxsher, Wolfpacks and Statpacks who have better
funding with larger creative teams have an advantage.

Trends
In the business of designing gear for professionals the highest level of informed design is
necessary. Our company designs gear for professionals as well as gear for recreational
users. Many brands who design for both groups show greater success when they show
the same quality and workmanship for both the professional and the recreational products.
Documentation system:

Benchmarks and presentation dates:

Final Presentation date: December 14th, 2:45 - 4:45 p.m.

Deliverables:
Information
• Brand strategy
• The product
• Vision
• Mission and Values
• Story
• Positioning
• Logos
Logo forms and color
• Concepts
• Chosen logo concepts
Advertising
• Images
• Taglines

Collateral
• Packaging
• Letter head