DiamonD EDgE CommuniCations

urban farm

DiamonD EDgE CommuniCationsFALL SEMESTER 2014

TABLE OF

CONTENTS

PART PART

Introductiontemple ad Department...................1Diamond Edge Comm.....................2meet the team ................................ 3message from the team..................4

BriefClient...................................................5Competition.......................................6objective............................................7Challenge...........................................8target...................................................9

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PART

ConclusionFuture Recommendations...........24thank You.........................................25

5PART

Creativetone...................................................14Copy............................................15-17Logo.............................................18-23

4PART

StrategyCurrent Perceptions........................10Future Perceptions...........................11strategy.............................................12Deliverables......................................13

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1

INTRO

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TEMPLE AD Department

since 2004, temple university’s advertising Department has grown from an idea to an established program offering an advanced, comprehensive curriculum that provides students with the necessary skills, experience and professionalism to stand out in a competitive and fast-moving industry.

the experienced faculty offer students a hands on experience and a strong education to prepare them for success within their careers. Based on each student’s personal passion, the advertising Department is broken into four separate tracks: art Direction, Copywriting, Research, and management.

Courses are then instructured around each track, allowing students to sharpen their interests, skills, and understand-ing of each facet of the advertising industry today. Prior to graduation, students can either obtain an internship outside of the university or gain real industry experience through the Departments’ thriving student-run ad agency, Diamond Edge Communications.

DIAMOND EDGE

COMMUNICATIONS

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INTRO

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REAL CLIENTS.

REAL WORK.

REAL EXPERIENCE.

Diamond Edge Communications, or DEC for short, is a student-run ad agency that provides students with an opportunity to gain industry experience by producing real campaigns for real clients. through in-depth analysis of your brand, strategic planning, and execution to de-liver a message to a specific target audience, students have the ability to create an effective campaign. this course provides students with an overwhelming competitive advantage in the workforce. Past clients include sEPta, u.s. Department of state, alzheimer’s association, the school District of Philadelphia, and many more.

MEET THE TEAM

ACCOUNT MANAGER (EXTERNAL): Chelsea Zlotnick

ACCOUNT MANAGER (INTERNAL): scott Fina

ART DIRECTOR: Jacalyn shou

ART DIRECTOR: Brittany Cozzens

COPYWRITER: nicole Fiala

COPYWRITER: Chelsea Rands

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INTRO

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4

MESSAGE FROM THE TEAM

INTRO

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While working at Diamond Edge

Communications, our goal was to create a

branding strategy for our client, urbanFarm.

our team collaborated together and brought

in our individual skills to construct logos,

taglines, and designs & copy for their website.

We hope that our work will allow urbanFarm

to stand out amongst their competition when

they open. Working with our clients has

provided us with real life experiences and

challenges that we had to overcome. at

the end of it all, working at Diamond Edge

Communications has helped us gained more

knowledge and drove our passion for the

advertising industry.

BRIEF

THE CLIENT

URBAN FARM

Late January 2015, urbanFarm will be giving new meaning to the healthy living lifestyle. Planted on 20th and market street, urbanFarm is a fast casual restaurant that will incorporate everything one needs to make healthy living a part of their everyday routine- fresh ingredients, active lifestyle, and the education to make this lifestyle a part of your daily life. For urbanFarm, it all beings with fresh local in-gredients. making sure every dish is free of the top 6 food allergens in the world: gluten, dairy, nut, shellfish, and egg. UrbanFarm also offers both weekly and monthly classes in yoga, pi-lates, biking and running clubs, and much more. they have designed their restaurant around a 3 step experience:1. Pick n’ Choose service is market style.2. Check out Your plate is weighed and charged by the pound.3. Dig in Enjoy the freshest flavors Philly has to offer.

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THE COMPETITION

BRIEF

urbanFarm’s main competitors are Hip City Veg and Honeygrow. all are located in the heart of Philadelphia.

Hip City VegHip City Veg targets vegans. they do not serve any protein or animal products and instead use substitutes.

HoneyGrowthey target 18-35 year olds who are health conscious. Honeygrow serves 4 types of food; stir-Fry, salads, smoothies, and a “honey bar” where you mix fruit and honey. they are limited are on their selection.

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BRIEF

OBJECTIVE

to establish brand identity for the new restaurant, urbanFarm, in the city of Philadelphia.

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BRIEF

CHALLENGE

our team’s challenge is to create a brand-ing strategy for urbanFarm so that it can be quickly and easily defined as a brand within the competitive market of similar healthful/fast casual restaurants.

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BRIEF

TARGET

our strategy was formed with these targets in mind:

· Professionals, ages 24-38, of the city of Philadelphia.· male and female residents with interests in personal health and fitness.· temple, Drexel, and university of Pennsylvania students, ages 18-24

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STRATEG

YCURRENT PERCEPTIONS

Currently, urbanFarm has no perceptions due to the fact that it has not had the opportunity to establish itself as a brand.

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STRATEG

YFUTURE PERCEPTIONS

through elements such as social media, cus-tomer service, word of mouth and other forms of advertising, urbanFarm hopes to establish their brand as the go-to for fresh healthy casual dining. the tactics they are utilizing to establish this brand positioning are: -fresh local ingredients -dishes that are allergen free -gluten free and organic beers, wines and spirits -offering classes (yoga, pilates, biking and running clubs)

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STRATEG

YSTRATEGY

our goal is to successfully convey that urbanFarm encompasses a lifestyle revolving around both healthy eating and fitness. By creating a professional, graphical representa-tion of urbanFarm, in addition to establishing digital presence, we will lay the groundwork for brand awareness within the restaurant’s target market.

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STRATEG

YDELIVERABLES

CopyFor the website, we created copy that they may use for content and may edit further down the road. We suggested to them to use a one page design which they are going to use.

LogoWe have designed a professional logo for urbanFarm to use in-restaurant, on social media, as well as on any personal business cards or future forms of traditional or digital advertisement. the logo creates brand identity through its unique graphical image to convey the meaning behind urbanFarm.

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CREA

TIVETONE

Light-hearted

FriendlyHealth-conscious

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CREA

TIVECOPY

Taglines:

Dig in.

Pitchfork to Plate.

Healthy, Fast, Casual

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CREA

TIVECOPY

Mission Statements

“We plant ourselves in environments where we can flourish, grow, and harvest the benefits of our labor.” urbanFarm. Dig in.

“our ingredients come from the freshest places-your backyard. Home grown & nutrient centered is our goal.” urban farm. Pitchfork to plate.

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CREA

TIVECOPY

Webpage titles

What is urban Farm?

meet the Farmers

menu - Proteins & Produce

Events - activities

Contact us

social media Feed

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CREA

TIVELogo

sketches

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CREA

TIVELogo

sketches

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CREA

TIVE

Logo

Variations

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CREA

TIVELogo

Variations

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CREA

TIVELogo

Variations

U AN FARMrban arm

URBANFARM

1. 2.

3. 4.

5. 6.

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CREA

TIVE

Logo

Final

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RECOMMENDATIONS

urbanFarm should continue to further establish its presence in social media on numerous websites. this will help to generate buzz via word-of-mouth marketing before the restaurant’s grand opening date in 2015.

in addition to establishing presence, urbanFarm should be sure to maintain presence as well. By monitoring the brand on social media, certain metrics will become quantifiable, which will ultimately allow the restaurant to respond in a positive way. there are many free as well as paid services out there for social media monitoring.

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THANK YOU

We give our thanks to urbanFarm for giving us the wonderful opportu-nity to work with them. We had a great experience working with our clients to help establish themselves as a brand within the city of Philadel-phia. We feel that our branding strategy will generate interest from the target market, which in the long term will lead to loyal customers. thank you again for choosing Diamond Edge Communications.