Handcrafted

History
BranD
Manual

Travel, create, connect.

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contents
brand
Brand manifesto...............................4
Brand platform..................................5
Customer profiles............................6
Brand achitecture............................8
Brandmark specs..........................10
Color specs..........................................17
Typography specs........................18
Photography specs......................19
touchpoints
Dress code................................20
Business Card.........................21
Website........................................22
Tote bag......................................25
Waterbottle..............................26
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creativity knows no bounds but
our branding does. Help us keep
our style consistent so we can
focus on bigger and better things.
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Brand manifesto
Handcrafted History is a creative activity based tour company located in
Fremantle, Western Australia. The brand differs from other tours due to the mix
of DIY creations and history so you can learn as well as create. The main objective
of the company is to bond families with young children through creative tasks and
allow them to connect to a location in a means other than simply taking pictures
or being told facts straight up. At the end of the tour families get to take home
their DIY masterpieces linked to heritage sights around Fremantle in a carry bag
provided by us to remember the memories they shared. We are the only tour
company you will find that allows all members of the family to join in activities with
equal engagement and have a physical object to show after the tour other than a
picture. Our target demographic is Millennial and Gen Y parents aged 25 - 40 with
Gen Z tweens of either gender aged approximately 8 - 11 that have an interest in
DIY crafts and culture. Families with all different creative skill levels are welcomed.
We hope that through the tour children will feel equal to their parents within each
activity instead of feeling supervised by them, parents will feel as excited as their
children about finishing creative tasks and that the whole family will remember
historical facts they were told through their creations.
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 Brand platform

TARGET CUSTOMERS
Young millennial and Gen Y
parents 25 - 40 with Gen Z Kids 8 - 11.
PURPOSE ESSENCE
Learn and create. Fun, Quirky, Creative,
Family Orientated

VISION PERSONALITY
To make a sightseeing tour
as entertaining for the
PLATFORM The Explorer
The Artist
youngsters as the elders.
SUMMARY The Everyman
The Sensualist

VALUES DIFFERENTIATING ATTRIBUTES

- Fun for all ages. A Fremantle tour where you can
- Continuous improvement of tours. bring home more than just pictures.
- Learn about a new place while we learn about you. Keep your creative masterpieces, the
- Tours at a low affordable price without loosing quality. POSITIONING STATEMENT essence of the tour.
A Fremantle walking tour for families
with young children offering a day that
mixes homemade creations and history.

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Customer profiles: the parents
Alicia Bailey
Demographic: Gen Y
Name: Alicia Bailey
Age: 34
Marital Status: Married for 12 years
to high school sweetheart
Occupation: Marketing Manager
Location: Leeming – Within Perth Metro Area
Disposable income: $77,440 p/a
(“Marketing Manager Salary Australia” 2018)
Education: Bachelor of Commerce
majoring in Business
Bob Bailey
Demographic: Gen Y
Name: Bob Bailey
Age: 34
Marital Status: Married for 12 years to high
school sweetheart
Occupation: Software Developer
Location: Leeming – Within Perth Metro Area
Disposable income: $80,440 p/a
(“Software Developer Salary Australia” 2018)
Education: Bachelor of Science majoring in
Computer Science

Personality Personality

Extrovert Introvert Extrovert Introvert

Thinking Feeling
Thinking Feeling
Passive Passive Active
Active

Biography Biography

Alicia met her husband Bill in high school when she was 17. She is now Bill met his wife Alicia in high school when he was 17. He is now
married with twins and works fulltime as a Marketing Manager in Perth married with twins and works fulltime as a Software Developer in
CBD. She values family highly and keeps in contact with her extended Subiaco. He is a bit of a tech nerd and always needs to have the most
family through messaging and social media. up to date products such as iPhones and laptops.

Attitudes & Lifestyles Attitudes & Lifestyles

Alicia likes to keep active by going to the gym twice a week and
maintaining a healthy diet. She discourages takeaway food only allowing
her family to order pizza or fish and chips every other weekend as a
treat. Being into fashion in her spare time she frequently browses online
shopping sites to keep up with clothing and makeup trends as her
working routine keeps her too busy to buy in store.
Advertising Opportunities
Bill likes watching films in his spare time, often writing some freelance film
reviews on his online blog and sharing to his Facebook. On the weekends
he goes out to after work drinks or plays soccer with his friends.
Advertising Opportunities
Being an avid watcher of catch up television, online streaming sites would
be a smart platform to advertise fashion, lifestyle or health products.

Being an avid watcher of catch up television, online streaming sites would Favourities
be a smart platform to advertise fashion, lifestyle or health products.

Favourite brands: Levi, Adidas, Tarocash

Favourities Favourite music artists: The Black Keys, Mumford and Sons, Nickleback
Favourite tv show: Suits
Favourite brands: Myer, Kookai, Laura Mercier Hobbies and Interests: Craft beer, Films, Technology, Sports
Favourite music artists: Ed Sheeran, Michael Buble
Favourite tv show: Outlander
Hobbies and Interests: Wine, Fashion, Cooking, Exercising

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Customer profiles: The kids
Anna Bailey
Demographic: Gen Z
Name: Anna Bailey
Age: 10
Marital Status: Not married
Occupation: Primary School Student
Location: Leeming – Within Perth Metro Area
Disposable income: $15-20 dollars a week pocket money
Education: Leeming Primary School

Personality

Extrovert Introvert
Thinking Feeling
Passive Active

Biography

Anna lives with her millennial parents and her twin sister Danielle. Although using her technological
devices frequently (i.e her iPad and iPhone) playing games, watching Netflix and listening to music on
Spotify, she also is a very creative individual who draws and paints.

Attitudes & Lifestyles

Despite her young age, Anna is mature and her parents allow her to use technology or play
with no restrictions as long as she goes to bed when she is supposed to at 8.30pm and is well
behaved. She goes to dance classes after school with her sister and has been starting to get into
makeup, using lip gloss occasionally.

Advertising Opportunities

Advertising conducted through sub conscious means on technological platforms such as Snapchat
and other mobile applications in the form of pop up ads. While Anna is watching her favourite shows
on Nickelodeon it would be strategic to have toy/technology related ads during prime viewing hours.

Favourities

Favourite brands: Smiggle, Jay Jays, Maybelline

Favourite music artists: Camilla Cabello and One Direction
Favourite tv shows: Victorious and Girl Meets World
Hobbies and Interests: Dancing, Technology, Arts & Crafts

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 Handcrafted
History

Handcrafted Handcrafted Handcrafted Handcrafted

History History History History
Fremantle Airlie Beach Byron Bay Sorrento

brand architecture model

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creativity is
experimenting,
growing,
taking risks,
breaking rules,
making mistakes
& Having fun.
- Mary Lou cook

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 Handcrafted
History

Travel, create, connect.

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primary Brandmark
Handcrafted History’s primary brandmark is a seashell that
has been dip dyed in paint producing a dripping effect. This
logo links to themes of creativity needed for our tour activties
as well as the beachside location our tours take place in. The
company name written in a scrapbooking like typeface further
enforces a do-it-yourself feel.

This logo will be used across all branding material Handcrafted

History produces to enhance the professionalism of the brand
and allow easy identification of our tours. The company tagline
“Travel, create, connect” may be included under the brandmark
in the specified body text font if required.

Handcrafted
Minimum size
History
The smallest size the brandmark can be
represented is 3.5 x 4.5 cm wide.

Travel, create, connect.

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secondary brandmark
Handcrafted History’s secondary brandmarks can be used to
replace the primary brandmark in the case that the pink/red/orange
toned paint and yellow typeface isn’t appropriate for the branding
medium and/or isn’t standing out against a certain background
(but the primary brandmark can not in any circumstance be placed
next to or nearby a secondary brandmark). The mono version of the
brandmark may only be used if every other element of the medium
the logo is being placed on is black and white also.

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 Handcrafted Handcrafted
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History History History

Colour
variations
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Handcrafted Handcrafted
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Mono Handcrafted
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Brandmark clear space

The Handcrafted History

brandmark needs to have
a minimum amount of clear
space equivalent to the height
of the ‘H’ in the company
name depicted in the shell.

Handcrafted
History

Travel, create, connect. 14

incorrect Brandmark usage

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Don’t stretch the brandmark Don’t rotate Tr
brandmark Don’t enlarge typeface in
brandmark
Handcrafted Handcrafted
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History

Handcrafted
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Travel, create, connect.
Don’t place brandmark Don’t add stroke to any Don’t use off brand colours
over busy bright pictures elements of brandmark
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Travel, Create, Connect

.tcennoc ,etaerc ,levarT

Don’t flip the brandmark Don’t use mono brandmark Don’t change shell colour
with coloured elements

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you can't use up
creativity,the more
you use, the more
you have.

- MAYA Angelou

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color specification

Primary: secondary:

Pantone: 7416 C Pantone: 7685 C

CMYK: 3/65/67/0 CMYK: 90/77/9/1
RGB: 235/121/89 RGB: 54/81/151
Hex: #eb7959 Hex: #365197

Pantone: 7413 C Pantone: 7688 C

CMYK: 1/50/85/0 CMYK: 63/28/4/0
RGB: 245/147/61 RGB: 94/155/204
Hex: #f5933D Hex: #5e9bcc

Pantone: 100 C
CMYK: 3/6/73/0
The Handcrafted History brand colors
RGB: 252/229/102
showcase the vibrant, playful and laid
Hex: #fce566
back personality of the company as well
as link directly to environmental colors
of beachside settings. The aqua blues
and dark and light blue secondary colors
Pantone: 325 C represent the ocean and sky while the red,
CMYK: 44/0/21/0 orange and yellow represents the tones
RGB: 140/210/207 seen in a sunset.
Hex: #8cd2cf

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typography specification
HEADING: blackout
blackout midnight ABCDEFGHIJKLMNOPQRSTUVWXYZ
blackout sunrise abcdefghijklmonopqrstuvwxyz
blackout 2am abcdefghijklmonopqrstuvwxyz
SUBHEADING: Quicksand
Quicksand Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmonopqrstuvwxyz
Quicksand Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmonopqrstuvwxyz
Quicksand Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmonopqrstuvwxyz
The Handcrafted History
heading typeface reflects the
laid back, playful personality of
the company and is reminscent
of collage or scrapbooking art
projects linking to the activities
on the tour. It also appeals to
the Gen Z target audience of
Handcrafted History through
its similarity to freehand text
doodles. Blackout Midnight is
to be used on all branding, but
if the background of designs
aren’t suitable with this typeface
Blackout 2am and Sunrise may
also be used as alternatives.
If using Blackout Sunrise the
background must be a light,
plain color with clear contrast
between the background
and the header color. The
subheading sans serif typeface
was chosen for its legibility while
still retaining playful curves.
Quicksand bold is only to be
used for major subheadings, the
medium and regular styles are
to be used for smaller type and
body copy.
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photography specification

Before After Before After

All photos used within Handcrafted
Historys social media and marketing
collateral are to be edited in Light-
room using the following presets to
produce a vibrant, high contrast feel:

Highlights: decrease by 45
Shadows: increase by 25
Whites: decrease by 40
Blacks: increase by 25

Edits to yellow color:

Hue: increase by 18
Saturation: decrease by 5

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 Handcrafted History’s dress code is casual and laid back like it’s brand personality.
dress Tour guides are required to wear white cotton tshirts featuring a rolled up sleeve and
round neck with a simple orange dip dye design and the brandmark featured on the
top left of the shirt. Other than this shirt requirement employees are free to wear any

code hat, jacket, pants or shoes provided they are neutral coloured, don’t clash with the
existing orange shirt and don’t have any text, logos or pictures on them. Jackets will
need to be open or unzipped in order to show the brandmark at all times.

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Business Our business cards are to be produced in the specified shell shape above. The design will
consist of our aqua blue primary color in a dip dye on the bottom of the card. Above the dip
dye design our brandmark is to be placed on the left side and phone, email and website details
on the left. “P”, “E”, “W” for phone, email and website should be bolded in our secondary body
Card text typeface and coloured in our primary orange color. Handcrafted History’s tagline i dto be
placed within the blue dip dye.

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 google.com

The Handcrafted History website is designed

Website simply with easy functionality so both target
demographics can navigate with ease.

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 google.com

Pages are to have a watercolour background including

Website all major primary brand colours (which can be lowered
in opacity too reduce business of some pages). Headings
are to be in the burnt orange primary brand color, the two
secondary colours for our website are yellow and aqua blue.

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 google.com

Pictures incorporated on our website will

Website incorpoate the brands primary colours if possible.

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WATER BOTTLE
Our waterbottle (stainless steel material) has
a prominent white background with an orange
watercolour style paint drip beginning at the
lid and dripping to three quarters down the
bottle. The brandmark needs to be placed on the
bottom left corner. The design in the transition
between the lid and the bottle opening should be
seamless when the lid is placed on.

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TOTE BAG
Our free tote bag provided to each family on
the tour is made of cotton for sturdiness. It
features a white prominent color with four
horizontal paint stripes on the centre of the
bag. These stripes will need to be coloured
each of our four primary colours in top to
bottom order of: red, orange, yellow and
blue. The brandmark is to be placed on the
bottom left corner of the bag.

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