qss proposal

7/27/2019 QSS Proposal

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This book is a kind gesture ofQueen Street Studios. In response to

the request for proposal re: rebrandingand marketing COIN Atlantic.

Please use this information to helpdirect your future endevours and goals

while our team can help take you there.

in propertyof

COINAtlanticAccess to Information for

Influence in Coastal

Environments


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A brand

should striveto own a wordin the mind ofthe consumer. Al Reis and Laura Rei


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COINAtlanticRequest for ProposalMarketing and Brand Identity

queen street studiosfebuary 14, 2008 first edition

50 QUEEN ST

DARTMOUTH, NS

SUITE 201 B2Y 1G1

(902) 463-2665

www.qsstudios.ca


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Queen Street StudiosQueen Street Studios, located in the heart of downtown Dartmouth, opened

its doors on October 24, 2006.

Fondly known as QSS, its genesis emerged from the personal and professionalbackground of its creative director Julia Rivard. Her vision was to create a placefor creatives to meet, work and share ideas. Together with her husband Trevor,Julia purchased the historic Union Protection Company property, built in 1895at 50 Queen Street in Dartmouth. In the summer of 2006, the interior of thebuilding was transformed into a unique space and Julias dream became a real-ity. Today it is a vibrant space nurturing the creative energies of its members,and reaching out to the HRM community and beyond, to further the growthof the profession.

The QSS creative department is rich with experience and knowledge. Ourexpertise in developing creative, intrusive, distinctive and relevant messaging iswell matched to our broad list of services in areas such as:

Graphic Design Art Direction Creative and technical writing Photography Video production Audio production Animation

Web development Online advertising Search Engine Optimization Direct Marketing

Queen Street Studios has been recognized in Nova Scotia as one of the topemerging young companies in the region focused on delivering creative excel-lence to meet their client objectives. They use a unique business structure thatharnesses the creative talent of top professionals in the region to offer clients acustom team designed to target project needs.

Queen Street Studios is a recent Nova Scotia Come to Life Charter Member

which is a reection on their commitment to the economic development andgrowth of the region.


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A brand is the

embodimentof an idea.

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Our View on a BrandBefore a brand can be built, everyone must look to use the same denition for

the term brand. From our perspective, we do not see it as a:

A brand is the embodiment of an idea. Its a thought process thatconsumers buy into. Imagine a brand as if it were a person. Then ask, is this thekind of person you would like to meet, spend time with, and look forward to

meeting again? And when you meet them again are they the same person youremember meeting the last time?

Building a successful brand takes time. Its a long-term commitment that paysoff the longer you remain true to it. In a fast-paced world where everythingseems to change faster than anyone possibly can keep up, a brand is that consis-tent area of comfort.

Once the brand is dened, it needs to be established in the minds of the audi-ence. We look to summarize a brands position in a creative strategy. This sum-mary needs to place our brand in an ownable or distinctivespace. This formatallows people to quickly get their heads around it and in turn make it meaning-ful to them. We look to tap into human truths in this strategy, as well as whatwe develop in the creative development process. At both stages, we source andtap into strong emotional connections people have with the brand. As we know,many make decisions with their hearts and rationalize the decision with theirhead later.

Finally, a brand cannot be developed without considering the current makeupof an organization. A successful brand will always build on inherent strengths.This will ensure that the brand will ring true to anyone who comes in contactwith it.

In the case of COINAtlantic, we recognize the need to elevate the recognitionof the brand, design an embodiment of what it is, and ensure relevance to allyour audiences.

01 Product/Service02 Name03Tagline


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Category analysis

Audience Understanding

The COINAtlantic Brand

Core Benefts

Creative Strategy

Investigation and Discovery

Concept Development

Choosing a Solution

Testing and Evaluating

1

2

3

45

6

7

89

The Project Scope

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The Qss BrandDevelopment ProcessWhile we recognize the need for a new brand identity, we would hope to gothrough a very condensed exercise to ensure we develop something that isdistinctive and relevant. The following outlines our process in understandingand rening the COINAtlantic brand.

Category analysis This stage would review the category and brandsconnected and unconnected to the market. We would also look to highlightsimilar organizations that are doing things well, who isnt, and outline learn-ings.

Audience understanding Wed look to put ourselves in the mind of youraudience. Wed look to clearly dene what theyre thinking and highlight anyrelevant insights. Understanding current perceptions and recognizing expect-ations is key to this exercise. Also, we would want to understand and highlightthe means of their interaction with the organization. Lastly, if theres an op-portunity to segment our audiences, it will allow COINAtlantic to be moreeffective with your marketing.

The current South Shore Library Brand To gain clarity, you need to deneyourself in ways you normally wouldnt. Tough questions need to asked, andyour answers need to be real. Other questions we would pose are who are

you?, how do you want to be perceived?, and what are your brand attri-butes?. A key element that needs to be claried is your differentiator. Thislinks to what your offering is, but needs to be distinctive and ownable.

Core benefts Since most brands have emotional and functional benets, thisstage is all about translating your attributes into benets. Dening what wewant the audience to take-away from the brand is key to developing effectivemarketing and messaging.

Creative strategy This stage is all about dening the brands position, aswell as giving guidance and direction to the development of the brands visual

identity. This strategy also ensures an appropriate tone and manner in whatsdeveloped. We also outline the key message we wish to convey and potentiallygive guidance to all marketing material.


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The creativeprocess mustalways be evolving

to stay relevant.Additional review and approval cycles, more designiterations, and frequent user testing all may be insertedanywhere into this process. Even after the case is closed

and the solution is active, awareness of evolution continues.

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Investigation and discovery Once we have reviewed the creative strategy, wego through a research stage of development. The stage that will make sure thatthe outcome is one that the client will love. At this stage we examinefunction, appearance, materials, and production. The more time spent in this

stage not only saves time in the design stage but assures that the client is clearon the reasons why recommendations are made.

Another helpful task in the process involves looking at pre-existing ideas andexecutions created by peers, mentors, heros, and/or related organizations.Competitive analysis identies the strengths and weaknesses of those existingdesigns. It can reveal gaps which still need to be lled and shortcomings whichshould be met. The ability to study what others have designed for the same(or similar) problem lends a sizeable advantage, since a great deal can belearned from their successes and failures.

Concept developmentAt this point we are ready to create solutions. Severalsolutions are explored. They are not detailed solutions and they dont oftenlook pretty, but they are the conceptual foundations to a successful design.The more solutions that you have the more likely you are to nd that perfectsolution.

Choosing a solution Clients may nd that they like many of thesolutions but eventually will have to choose one. Usually carefulcomparison with the original creative strategy will help clients intheir selection.

Once the client has made a selection, that solution is exploredfurther. This will be the development of the solution. At this pointconsiderations will be made in the areas of composition, typography, imagery,and more.

This process can involve several consultations with the client to evaluate themodications to the solution, each time getting closer to the desired outcome.This stage ends with a solution in its nal form ready for testing.

Testing and evaluating- Depending on the type of project, different methodsof testing and evaluation are required. The outcome of this stage can lead to

modications of the solution or the nal launch of the solution to the users.


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Our Team

Julia Rivard, Creative Director- Julia Rivard is a co-founder and Creative Director

at Queen Street Studios. Julia is a graduate of Dalhousie University with a Bachelorof Recreation Administration and NSCAD University with a Bachelor of Design. In2000 she competed at the Sydney Olympic Games in the Sport of Sprint Canoe/Kayak.

She retired from competition in 2001 when she had the rst of her two boys, Oscar.She has continued her involvement in sport by sitting on various committees includ-ing (among others) the Executive Committee for CanoeKayak Canada, and Olympi-ans Canada of the Canadian Olympic Committee. She has been part of the develop-ment of the National Canoe program that led the organization to be chosen as thetop amateur sport in Canada by the Canadian Sport Review Panel.

Julia is a member of the North Bay Sport Hall of Fame, and in 2006 Julia was nomi-nated and selected as a nalist for the Globe and Mails Top 40 Under 40 contest.Julia dreams of making the HRM the hub of creative excellence worldwide, and con-tinues working to support the local independent creative industry through programsand facilities at Queen Street Studios.

Julia has been successful is developping over 100 brands for various typey of businessand organizations. She will lend her experience and creativity to make your project asucccess for your organization and users.

Harry Olson, Designer- Harry Olson is a graphic designer at Queen Street Studioswho brings experience of branding and advertising. Originally from the west coast, hebrings creative energy to each project. Finishing up his last year at NSCAD Univer-sity Harry is a great addition to the QSS team.


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Our ClientsAtlantic CaterpillarCanoe Kayak Canada

Canadian Cancer Society

Mining Association of Nova Scotia

Royal Roads Mining Corp.

NovaKnowledge

Ella Floral

Kelsey Business Centre

Dalhousie University

Nova Scotia Heart and Stroke Foundation

Konica Minolta

Acosta

Captial Health

WellWithin Chiropractic

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Our WorkThe following samples are selected projects that have successfully

branded our client organizations.

The Mining Association of Nova Scotia

The problem: The re-structuring of the organization and the negative public percep-tion of the industry led to the exploration of a new brand identity for the MiningAssociation of Nova Scotia. The client expressed the need to represent themselves asa forward thinking, new and trusted organization embedded in the mining industrywith a focus on excellent environmental practices. Deliverable: logo design and brandstandards package.

The solution: A logo was created that represents the action of mining/drilling intothe core (in this case a stylized form representing a rock). The lines reference boththe idea of core drilling that is familiar in the industry and the visual reference ofveins through a stone that is familiar to anyone both inside and outside the industry.Lines have been extended to the text to add visual interest and strengthen the visualafliation of the organization to the industry.

The colour used in the divisions of the stone represent elements of the environmentto lend a quality of responsibility to the visual identity.

Rejuvanex

The problem: To create a logo to represent a beauty clinic focused on staying young.

The solution: The repeated use of the letter r for the company name built with dif-ferent weights to symbolize the fountain of youth.

World Wise Media Services

Problem: To create a logo to represent a group of aboriginal writers.

Solution: A graphic of the owl to symbolize the idea if wisdom was illustrated in astyle that reects aboriginal art. The type that was used was a rough hand drawn font

to reference the art of writing.


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Canoe 09

The problem: To create a visual identity for a the 2009 WorldCanoe Championships that represented the sport, the countryand thee region.

The solution: This logo uses Canadas most recognized icon,the maple leaf, as the backdrop for the multi-tiered design.The leaf has been divided by four diagonal lines which act asa representation of the Nova Scotian cross found on the pro-vincial ag. It also serves as a division of the horizon and thewater. This division is emphasized by the use of colour; a redto orange gradient for the sky and blue for thee water. Thestem of the leaf is represented by the placement of thecanoe/kayak which is designed to look as though it is travelingdown the lane of the race course. It is an elegant, direct design

that serves as an obvious representation of the event. The textof the event title can be removed and the graphic of the boatjoined together for applications that call for the image alone.


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Dr.Mike Spence B.Sc.K.,RRT,D.C.

Dr.Celina Spence B.P.E.,D.C.

68 Robie Street

Truro, NS B2N 1L2

P 902-843-3445

F 902-843-3301

www.wellwithinchiropractic.net

68 Robie Street,Truro, NS B2N 1L2

WellWithin Chiropractic

The problem: To brand a young chiropractic clinic focused on holistic healing andmoving to a business model that will include service providers in various disciplinesin the health industry.

The solution: A modern and clean design. The name WellWithin has been repre-sented by placing the word Well within the circle and the circle that has been usedto reference the holistic approach the client takes in their practice. The colour greenseparates their business from others in the area and stands out in applications such assign-age. The green also references a fresh young look and reects the clients personalities perfectly.


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Proposed Budget

ITEM COST

stage one:RESEARCH AND BRAND STRATEGYAudience Understanding (4 hrs) $340.00

Current Brand Analysis and

Creative Brief (6 hrs) $510.00

Project Management (2 hrs) $150.00

Total $1000.00

stage two:DESIGN(1) Concept Development $600.oo

(2) Logo Design and Revisions $700.00

(3) Design of Collateral $550.00

(4) Brand Standards Document $375.00

(5) Project Management $350.00

Incidentals $250.00

Total $2825.00

stage three:ADDITIONAL DESIGN(1) Web concept development and skin design $2000.oo

(2) Brochure/collateral piece $2500.00

(3) Project Management $500.00

Incedentals $250.00

Total $5250.00

Total budget $9075.00

Additional Options

Writing $75.00/hrPhotography $1000.00/day

Printing TBD

*Stage one clearly identies the clients current state, competition, and desired outcomes.

The information gathered in this stage is used to develop a creative brief that will guide

the concept development of stage two and to assure that the visual identity clearly reects

the desired outcomes of the client.

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A brand thatcaptures yourmind gains be-

havior. A brandthat captures

your heart gains

commitment. Scott Talgo


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Let usmake

historyfor you Queen Street Studios

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