morrison 10 4 1 final

Table of Contents

About the Company..........................1About the Campaign.........................2

section 1: ResearchResearch Paper..................................5Company Profile...............................11Target Audience...............................13SWOT Analysis.................................15Competitors......................................17

Section 2: creative DevelopmentMood Boards....................................21Logo Development..........................23Campaign Development.................25

Section 3: Style GuideLogo Usage......................................29Textures............................................31Images..............................................32Colors................................................33Typography......................................34

Section 4: Final solutionsWeb Design......................................37Videos...............................................38Facebook Contest............................39Email Marketing.............................40In-App Banner.................................41Magazine Ad...................................42

1

About the companySpiderweb Software creates role-playing games. Their games are of a style that went out of vogue in the late 90’s, but there is still a niche of people who enjoy their style of game. The style is western, turn-based, fantasy. The themes are dark and gloomy in nature. The company was founded in 1994 by owner, Jeff Vogel. There are two other employees. They produce approximately one game per year. Their games run on the Windows, Mac, iOS, and Android platforms. They are sold on their web site, the Google Play Store, the Apple App Store, Steam, and GOG.

2

About the campaignThe Spiderweb campaign involves rebranding the company and creating a multimedia mix which will both raise brand aware-ness and increase sales. The rebranding includes redesigning the logo and web site to look more modern while still embodying the brand essence. The media mix includes magazine ads, videos, in-app banners, opt-in email newsletters, and Facebook contests. This mix will reach the greatest number of the target audience. This project book describes, in detail, the research and design process involved in both media decisions and design decisions.

Research

1.0

Research Paper

5

Abstract

Spiderweb Software creates in-depth, story-driven role-playing games (RPG’s). However, they are not well known in the video game industry. This paper seeks to justify a rebranding and advertising campaign for Spiderweb. Through researching the target audience for Spiderweb’s games, successful design trends among RPG’s from the past and present, and combining that research with the unique selling proposition of Spiderweb games a rebranding and advertising campaign is laid out and explained. As a result of the research, it has been determined that Spiderweb games deliver on what the target audience wants in an RPG, but their lack of advertising and outdated look is resulting in poor sales and market position. Providing Spiderweb with an updated look and a greater marketplace presence will result in greater brand recognition and sales.

Section 1.0

6

Introduction

Spiderweb Software is a small, independent company that creates video games. They specialize in western-style role-playing games (RPG’s). Western-style RPG’s are characterized by dark, gothic or medieval themes. They have four game worlds: Avadon, Nethergate, Geneforge, and Avernum. They currently have an outdated logo and website and no advertising campaign to speak of outside of word of mouth.

The target message of Spiderweb is that they can provide the consumer with hours of immersive gameplay in a variety of worlds. Their games will take the consumer back to the days of classic, turn-based, western-style RPG’s with their epic, fantasy, adventures.

The problem to be addressed with this campaign is one of low sales and brand recognition. Spiderweb Software is a relative unknown in the video game industry. They make great games and have a loyal fan base. However, they do not put the money or effort into an ad campaign that will draw in new players.

This paper will discuss the ways in which a new media campaign will increase sales and brand recognition for Spiderweb Software. It will do so by explaining the purpose for creating a redesigned logo and website and the purpose in the creation of a print and digital ad campaign. The logo and website are unappealing and do little to showcase the games. A redesign will update this look and attract modern gamers. Spiderweb has no print or digital ad campaign, so adding print and digital advertising will increase consumer exposure to the company and the brands they offer.

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The Company

Owner and game designer, Jeff Vogel, founded Spiderweb Software in 1994. Vogel has been making video games since he was in grad school. When his games sold he decided to attempt a career making games. Spiderweb Software is moderately successful in that owner Vogel can make a living on the profits, but they in no way compete financially with the top gaming companies like Electronic Arts (EA) and Square Enix. Spiderweb currently has four series of games: Avernum, Avadon, Geneforge, and Nethergate. All of these games are western-style, turn-based, role-playing games (RPG’s). Western-style RPG’s are different from eastern-style RPG’s by having a darker theme. They are generally set in a gothic or medieval world. Eastern-style RPG’s, on the other hand, have a greater

variety in setting and a lighter, more Asian inspired theme. The games are based on a genre that thrived in the late 1980’s through the 1990’s. The most successful example of the style is Diablo, produced by Blizzard Entertainment in 1995, although Diablo has a real-time battle system and not a turn-based one. Spiderweb, EA, Square Enix, and Artix all make RPG’s, however there are subtle differences between their unique styles. EA RPG’s are west-ern-style, but they focus very heavily on graphics. Square Enix RPG’s are eastern-style and they are just beginning to focus on

Research Paper

Section 1.0

8

graphics. Artix RPG’s are online only and are very cutesy in style. Spiderweb RPG’s are in a unique category compared to their competitors. They create games in a genre that, while once popular, is now mainly relegated to the history of video games. Most companies are creating games that focus on heavy, more realistic graphics. Spiderweb creates games that do not focus so much on graphics, as on the storyline of the game. The pace at which they produce games is slower than that of their competitors because they believe that a game should be finished before being released to the public even if it takes longer than planned. The target audience for Spiderweb games coincides with the target audience for video games in general with a few key differences. The typical Spiderweb gamer is a male between the ages of 25 and 35. He is a fan of the fantasy genre and typically is an avid reader of fantasy books. He lives in North America (The United States and Canada mainly as the games are only written in English), is married and has an income of around $50,000 to $100,000 annually. The target audience loves epic fantasy stories and that is what Spiderweb delivers in their games. The problem to be addressed is one of low brand recognition and low sales. Spiderweb Software is relatively unknown in the video game industry, especially when compared to the top three RPG makers: EA, Square Enix, and Bethesda Softworks. “Spiderweb Software is a small company. We read

9

all our e-mail, we love our customers, and if you are sad, we are sad” (Our, 2013). Spiderweb needs more recognition because they produce quality games and they are devoted to their customers. Spiderweb gives away free demos of their games, but unlike most companies they give away large demos that really give the customer a chance to decide if they like the game or not. After making a purchase should the customer decide they really don’t want the game after all Spiderweb will refund the full purchase price. They also believe that the customer is savvy enough to be willing to pay for their games even though they are easy to pirate. Spiderweb does not use digital rights management (DRM) software on their games because they do not believe in hassling the customer after they have already purchased the game. This also sets them apart from the competition (mostly the larger companies) in that they are more focused on preventing piracy. Spiderweb founder, Jeff Vogel, understands that software piracy is going to happen regardless of any DRM efforts. He embraces this and relies on the good nature of people to earn his living.

Research Paper

Section 1.0

10

ReferencesMehl, John. Digital Versions More Expensive Than Print Editions – Why? April 12, 2011. Retrieved February 24, 2013, from http://utterlyorange.com/2011/04/12/digital-versions-more-expen sive-than-print-editions––why/

Miller, Richard K. and Washington, Kelli. The 2013 Entertainment, Media & Advertising Market Research Handbook. 2013. Issue 13. Retrieved February 17, 2013, from http://web.ebsco host.com.oclc.fullsail.edu:81/ehost/pdfviewer/pdfviewer?sid=65ec1b09-6744-45a9-a6d9-83 c229897ed7%40sessionmgr14&vid=10&hid=22

Opt-In Email Marketing Vs. Bulk Email Spam. Retrieved February 24, 2013, from http://www. benchmarkemail.com/resources/email-marketing-articles/Opt-In-Email-Vs.-Bulk-Email- Spam

Our Spiderweb Software Promises To You. 2013. Retrieved February 17, 2013, from http://www. spiderwebsoftware.com/misc/promises.html

Using Web Safe Fonts. December 24, 2010. Retrieved February 26, 2013, from http://www. sumydesigns.com/2010/12/24/using-web-safe-fonts/

Company Profile

11

Unique Selling PointSpiderweb is the only maker of classic, west-ern-style, fantasy themed, turn-based RPG’s.

Key TenetsEpic

FantasyAdventure

Key FeaturesNo digital rights management

Free, big demosMoney back guarantee

Section 1.0

12

Spiderweb creates games in four different game worlds. There are multiple games per world. They also have a number of games outside of these worlds.

Target Audience

13

DemographicsMale

North AmericanMarried

Age 25-35

TribesRPG Gamers

Nostalgic GamersFantasy Readers

Live Action Role Players(LARP)

Section 1.0

14

Personas

Name: EddieAge: 25Status: SingleIncome: 35k/yrOccupation: GameStop Store ManagerHobbies: Surfing, Online RPG’s, Reading Sci-fi/Fantasy books

Name: DougAge: 33Status: Married w/ two childrenIncome: 85k/yrOccupation: Software EngineerHobbies: Reading, Dungeons & Dragons, Magic: The Gathering

Swot analysis

15

Strengths-Quality games-Customer oriented-Games are inexpensive to produce-Games are available in popular on-line stores

Weaknesses-Limited financial resources

-Game production is slow-Outdated graphics

-Little brand recognition-No brick & mortar presence

-Few human resources

Section 1.0

16

Opportunities-Interest in indie games on the rise-Advertising and marketing revenues-Expand product line to new game worlds-Quality graphic are inexpensive to produce-Large freelance graphic design pool

Threats-Competitors have more money

-Competitors use higher quality graphics-Competitors produce games faster

-Software piracy-Low interest in RPG’s

Competitors

17

Electronic ArtsDragon Age

Square EnixFinal Fantasy

Section 1.0

18

Bethesda Game StudiosThe Elder Scrolls

Tale WorldsMount & Blade

creative

development

2.0

Mood boards

21

Medieval

Adventure

Fantasy

Section 2.0

22

On the opposite page are the three original mood boards: adventure, fantasy, and medieval. The one below is the final version of the adventure mood board. The changes reflect the updated color palette.

Logo development

23

Pencil Sketches

Type Exploration

The new logo has clean, modern lines to re-flect the relevance of the company to today’s market. The web graphic is put under the type so as to make the logo versatile in its applica-tion. It can be used with just the type or with the added graphic.

Old Logo

Section 2.0

24

Digital Exploration

Campaign development

25

Sketches

Section 2.0

26

s

Spiderweb Video 1Client Spiderweb Software Title “Ready for Adventure”

Spiderweb Video 1

Page 1

Shot 1: Putting on boots

SFX: sounds of people gearing up

Music: adventure music (symphonic)

Shot 2: Putting on cloak



Shot 3: Sheathing sword



Shot 4: Standing ready for adventure

SFX: people yelling


Shot 5: Text: We’re ready. Are you?


Shot 6: Logo

Music: adventure music (symphonic) - fading out

We’re ready

Are you?

Banner Ad 1Client Spiderweb Software Title “Adventure Awaits”

Banner Ad 1

Page 1

Shot 1: Stone wall background Shot 2: Sword slides in from side Shot 3: Text scrolls in: “better grab your sword

Shot 4: Text scrolls in: “adventure awaits”

Shot 5: logo slides in

Better grab your sword

Adventure awaits

Final Iterations

styleguide

3.0

Logo Usage

29

The logo has a variety of options to choose from when creating a design. The four options below are with and without the tagline and with and without the graphic. There are color options on the opposing page. A white version can be used on dark backgrounds.Minimum clear space requirements are also on the opposing page.Do not change the font or alter the proportions.Do not move elements around or add elements.Do not add gradients. The logo should be a solid color.

Unacceptable

Section 3.0

30

Color Options

On dark backgrounds

On textured backgrounds

Clear Space

31

Textures & imagesTextures should include leather, stone, cloth, parchment...Texture should not be fluffy, modern, metallic, bubbly...Images should include elements such as dragons, warriors, castles, battles, dungeons, caves...Images should not be bright, modern, high tech, frilly...

Unacceptable

Section 3.0

32

33

Colors & typographyBrand colors are red, brown, black, and grey. In designs, colors can be added which are dark in nature...Colors should not be pale or bright.Brand fonts are Seven Swordsmen for headlines and Skia for body copy.

Unacceptable

Section 3.0

34

HeadlinesSeven Swordsmen

Body CopySkia

Skia was used as the base for the logo.“Spiderweb” is skewed and adjusted.“Software” is stretched horizontally.

Bauhaus

GiddyupCourier New

final

solutions

4.0

Web & video

37

Web Site

The web site is the hub ofSpiderweb Software’s marketing

plan. All other advertising will send the viewer to the web site.

As Spiderweb has no brick and mortar presence they must rely

on the internet for their sales.

Section 4.0

38

Video

Videos are a great way to create buzz for Spiderweb’s games. The videos are designed to be more than just a trailer for a new release. Since Spiderweb only releases about one game per year they need to keep the buzz going in the down times.

s

Spiderweb Video 1Client Spiderweb Software Title “Ready for Adventure”

Spiderweb Video 1

Page 1

Shot 1: Putting on boots



Shot 2: Putting on cloak



Shot 3: Sheathing sword



Shot 4: Standing ready for adventure

SFX: people yelling


Shot 5: Text: We’re ready. Are you?


Shot 6: Logo

Music: adventure music (symphonic) - fading out

We’re ready

Are you?

Facebook & Email

39

Facebook Campaign

The Facebook campaign will be a series of contests for fans to be able to have their artwork

featured on the Spiderweb Facebook page. In addition,

contests posted on Facebook will have the grand prize of

fan artwork featured in upcoming games.

Section 4.0

40

Email Newsletter

Banner & Magazine

41

In-App Banner

In-app banners are a good way for Spiderweb to gain exposure to new audiences.

Advertising through other apps gives the target audience an easy way to access the

Spiderweb web site. Clicking on the banner will bring the user directly to the web site where they will be able to explore all that

Spiderweb has to offer.

Section 4.0

42

Magazine Ad

ReferencesImageshttp://www.photos-public-domain.com/wp-content/uploads/2012/01/rust-orange-leather-close-up-texture.jpg

http://www.fabricmill.com/media/catalog/product/3/6/369032.jpg

http://celebrateinquiry.org/work%20folder/redjacket/Parchment24x36.jpg

http://ericmsmith.com/wp-content/uploads/2012/03/glimbit-gaming021707.jpg

http://glendaloughartsnetwork.com/wp-content/uploads/2013/02/Fantasy-Castle-1.jpg

http://www.wallpaperup.com/27778/dark_fantasy_evil_scary_creepy_spooky_art_drawing_monster_creature_fangs.html#maximize

http://s.cghub.com/files/Image/005001-006000/5656/433_max.jpg

http://www.munchkinpress.com/cpg149/albums/userpics/10061/bigtrouble1.jpg

http://1.bp.blogspot.com/-zN1AHyQIyac/TtifeoVzz6I/AAAAAAAABA0/bbkJd_wJf68/s640/CONAN+-+prelimi-nary+drawing%252C+brightness+-+contrast%252C+contrast%252Cdet..jpg

http://getapkapps.com/wp-content/uploads/2013/02/7gczr.jpg

http://cdn3.steampowered.com/v/gfx/apps/208400/header.jpg?t=1340653359

http://cdn3.steampowered.com/v/gfx/apps/200960/header.jpg?t=1322505031

http://static.giantbomb.com/uploads/scale_small/9/93770/2343286-nethergate_resurrection_logo_01_600x343.jpg

http://s293.photobucket.com/user/artiene/media/img003-1.jpg.html

http://th09.deviantart.net/fs71/PRE/i/2010/168/4/d/Thief_by_amiroteia.jpg

http://2.bp.blogspot.com/-d4CYGQBk_uw/TabzQe2kI9I/AAAAAAAAGOg/hw80LZmqF84/s400/warlock.jpg

http://3.bp.blogspot.com/-rqWXA4xe10k/TkKdVxAX0GI/AAAAAAAAA7k/w-G0y7l68bU/s320/Skydancer+Guard-ian+of+the+Forest+copyright.jpg

http://www.paperdroids.com/wp-content/uploads/2012/04/da22.png

http://www.technobuffalo.com/wp-content/uploads/2013/07/Final-Fantasy-XIV.jpg

http://www.skyrimstrategyguide.com/wp-content/uploads/Elder-Scrolls-V-Skyrim-wallpaper.jpeg

http://www.1zoom.net/Games/wallpaper/237972/z214.1/%26original=1

http://www.thatvideogameblog.com/wp-content/uploads/2013/03/EA-Logo.png

http://www.justpushstart.com/wp-content/uploads/2013/03/square.jpg

http://www.trademarkia.com/services/logo.ashx?sid=79123690

http://ultimacodex.com/wp-content/uploads/2012/04/bethesda-logo.jpg

http://fc02.deviantart.net/fs9/i/2006/052/c/7/Forest_Wizard_Guy_by_rhoogers.jpg

http://www.slowdown.vg/images/Spiderweb-Software.png

http://zachfischerart.files.wordpress.com/2010/10/deathwing.jpg

http://grungetextures.com/freebies/download/34-cracked-leather-texture.jpg

http://www.myfreetextures.com/wp-content/uploads/2011/06/2008-07-16_IMGP7585c.jpg

http://mycolorfuldarkworld.files.wordpress.com/2013/03/paper38f.jpg

http://www.mayang.com/textures/Metal/images/Patterned%20Metal/manhole_texture_4250873.JPG

http://us.123rf.com/400wm/400/400/nurofina/nurofina0912/nurofina091200016/6028124-fluffy-green-car-pet-texture-background.jpg

http://www.graphictivitis.com/wp-content/uploads/2012/06/bubble-textures-3-s.jpg

http://images5.alphacoders.com/295/295797.gif

http://www.wallcg.com/elves-elfen-girl-14707/

http://www.chrisscalf.com/Sci%20Fi%20Portfolio/SciFi%20Images/dragon_fire2.jpg

http://patrickoscheen.files.wordpress.com/2013/05/fantasy-dragon-dragons-27155090-2560-1600.jpg

http://img.4plebs.org/boards/tg/image/1373/53/1373538550982.jpg

http://dc431.4shared.com/img/DyRQ1ekL/s3/13aaf6231b8/medieval-dark-fantasy-1440x900.jpg

http://www.hdwallpapers.in/walls/bright_sun_glow-wide.jpg

http://galleryheart.com/wp-content/uploads/2012/08/HI-Tech-10.jpg

http://upload.wikimedia.org/wikipedia/commons/4/4f/Maltese_puppy_blue_bow.jpg

http://fc04.deviantart.net/fs70/f/2012/081/a/0/murderthane_2013_pencils_by_vassdeviant-d4tlw5h.jpg

FontsSkiahttp://fontzone.net/font-details/skia-regular

Seven Swordsmenhttp://www.dafont.com/seven-swordsmen-bb.font

Bauhaushttp://www.font-db.com/font/bauhaus-93/22466

Courier Newhttp://fontzone.net/font-details/courier-new

Giddyuphttp://www.fontpalace.com/font-download/Giddyup/

Gothic Ultra Trendyhttp://www.fontspace.com/blue-vinyl/gothic-ultra-trendy

Apple Chanceryhttp://www.fontpalace.com/font-details/Apple+Chancery/

Harringtonhttp://www.fontspace.com/sam-wang/harrington

Gothic Ultra OThttp://www.fontsquirrel.com/fonts/Gothic-Ultra-OT

Cochinhttp://www.myfonts.com/fonts/linotype/cochin/

Cloister Blackhttp://www.dafont.com/cloister-black.font

Mood Board Referenceshttp://www.kikany.com/news/wp- content/uploads/2012/07/IMG_0197.jpg

http://andyswordsandpictures.files.wordpress.com/2012/04/87609409.jpg

http://upload.wikimedia.org/wikipedia/commons/8/8c/Infantry_gladius_m odel_1831_mg_5113.jpg

http://images5.alphacoders.com/295/295797.gif

http://draginol.stardock.net/images2012/Journey- images_10111/image.png

http://www.cartographersguild.com/attachments/regional-world- mapping/46868d1343153703-diversified-fanta-sy-map-karte-iv-vorlage.jpg

http://cambodiapiece.files.wordpress.com/2013/02/ws_bats_in_a_cave_160 0x1200.jpg

http://raphael.lacoste.free.fr/HR_Print/path-to-the-gothic-choir.jpg

http://e08595.medialib.glogster.com/media/2f/2f2264bee7096c137acec11252459669ec68e8048d689fe24133ea01e-aebdf5d/medieval-dark-fantasy- 1440x900.jpg

http://www.a-gc.com/images/2012/10/elves-elfen-girl-HD-Wallpapers.jpg

http://www.paulgenesse.com/images/DragonHunters.jpg

http://stuffpoint.com/dragons/image/120174/dragon-and-wizard- wallpaper/

http://tobiasmastgrave.files.wordpress.com/2012/08/desktop-wizard.jpg

http://www.hdwallpaperspk.com/wp-content/uploads/2013/02/Fantasy- Dragon-dragons-27155090-2560-1600.jpg

http://www.myfreetextures.com/wp-content/uploads/2011/06/2008-07- 16_IMGP7585c.jpg

http://images.wikia.com/assassinscreed/images/archive/8/88/20120629122149!DVD-Knight.png

http://www.oakfurniturehouse.co.uk/lg_images/news/knight1.jpg

http://getasword.com/blog/wp-content/uploads/2010/02/medieval- knight.jpg

http://www.wallsave.com/wallpapers/1024x768/medieval- knights/121724/medieval-knights-knight-charge-graph-ics-code-comments- pictures-121724.jpg

http://londondirectorylists.co.uk/wordpress/wp- content/uploads/2012/08/books.jpg

http://lh3.ggpht.com/-M7A7CNoIhlA/UK2b- 6sW2dI/AAAAAAAAAEc/qNDHHHiBJrc/Gothic-Art-goth-ic-27193835-1024- 768.jpg

Campaign Assets Referenceshttp://www.myfreetextures.com/wp-content/uploads/2011/06/2008-07-16_IMGP7585c.jpg

http://psd.tutsplus.com/freebies/icons/81-pixel-perfect-social-media-icons/

http://s824.photobucket.com/user/TigerEdge/media/XL1123.jpg.html

http://farm5.staticflickr.com/4111/4964957954_b9f8415765_o.jpg

http://www.polyvore.com/cgi/img-thing?.out=jpg&size=l&tid=25130671

http://fc05.deviantart.net/fs70/f/2011/221/8/c/skyrim_steel_sword_replica_rel_by_ltd4ve-d460a1b.png

http://www.wirral-mbc.gov.uk/Vikings/gallery/images/Vikings025_jpg.jpg

morrison 10 4 1 final

Documents

spiderwebs games

target audience

advertising campaign

campaignthe spiderweb

style of game

campaign development

design decisions

design process