universal favourite

A slice of our hard workU n ive rsal FavoU r ite

Hello, we’re Universal Favourite; a very different creative agency.

We are an intelligent bunch of design, strategy and business thinkers who are never satisfied with adequate.

We’re passionate about what we do. And we love who we do it with.

We focus sharply through five critical lenses–

Your brand;Your business objectives;The user experience;The visual solution; andEmbedding it.

Which means, we understand your project from all the angles that matter to you and your end-user, end-to-end.

We’re the agency you didn’t think existed, until you found us.

(And we know you’ll be happy you did.)

ART SERIES HOTEL GROUP — BOUTIqUE LUxURy fIvE-STAR HOTELSArt Series Hotels Websites

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Hotel Website

identity styleguide

in room comms.invitation

Promotional comms.

logos & brandmarks advertising temPlates

ART SERIES HOTEL GROUP — BOUTIqUE LUxURy fIvE-STAR HOTELSThe Olsen Hotel Identity System

. . .

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Art Series Hotel Groupwww.theolsen.com.au

Art Series Hotel Group

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modo lorem.

www.theolsen.com.au

. . .

T H E O L S E N H O T E L

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Your daily dose Save 20%

Enjoy our local fare Save 20%

A S P E C I A L O F F E R

Indulge your creature comforts at The OlsenBook your accommodation before end of February 2010

to receive a dinner for two at xxxx.

Bookings 1800 123 456.

www.theolsen.com.au

. . .

. . .

T H E O L S E N H O T E L

Opening Autumn 2010

C H A P E L S T


The Olsen, premiering in a prestigious Chapel Street address in February 2010, will intimately blend the works of Australia's greatest living painter Dr John Olsen with the

renowned style of architects Rothe Lowman.

PREMIERING 2010

www.theolsen.com.au

. . .


. . .

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Chapel StreetSouth Yarra, VICwww.theolsen.com.au

For reservations, contact 1800 278 468

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. . .

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TO

FROM

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VALUE

VALID UNTIL

RESERVATIONS 1300 123 456

Gift Voucher

5 . 0 a p p l i c a t i o n e X a M p l e s

ApplIcAtIon exAmpleS | IdentIty overvIew © ASHg

BRAND all aBout olsen’s art

gift voucher wallet (cover) inside voucher (reverse)

LEVEL 3 Brand essence device

It’s a big beautiful bath

It’s a big beautiful bath

EstaPro Italic

EstaPro Swashes

60 pt

Abc30 pt

Abc12 pt

Abc

60 pt

Abc30 pt

Abc12 pt

Abc

3 . 0 t y p o g r a p h y

priMary type faces

typogrApHy | IdentIty overvIew © ASHg

4 . 0 c o l o u r p a l e t t e

priMary colour palettetertiary colour palettesecondary colour palette

colour pAlette | IdentIty overvIew © ASHg

...

MINI BAR INFORMATION

Take a sip from our billabong

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...

www.theolsen.com.au

DATE 10 MARCH 2010

VENUE The Olsen, 123 Chapel Street, Prahan

RSVP 28th February 2010

CONTACT 1300 222 333

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J O I N U S F O R A

. . .

Sweet Sunkissed Summer

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ART SERIES HOTEL GROUP — BOUTIqUE LUxURy fIvE-STAR HOTELSIdentity, Campaign and Message Strategies

identity usage guidelines camPaign strategy

ASHG Identity Strategy, for Art Series Hotel Group (Mark and Troy) | 06 October 2009

010

Branding ratios (cont)

In-room communications e.g. amenities, room service door hanger, compendium

the in-room experience is centred around feeling immersed in the artist’s personality. Whilst the room is a mix of the hotel, aSHG and external branding, the hotel identity should take on the strongest voice (see the ideal mix below).

Ideal branding mix

HOTEL ID 70% ASHG ID 20%3rD PArTy brAnDS 10%

Hotel Identity Guidelines

Compendium cover/folder

Stationery set

Compendium contents

tV channels list

room service door hanger

Liability notice

emergency exit information

amenities

toilet paper sticker

Sustainability message

Spa brochures

pillow menu

Customer feedback form

Breakfast menu form

artwork

Internet instructions

power adaptor message

no smoking sign

artwork

minibar menu

In-room dining menu

restaurant brochures

Washing bag

Laundry price list

Bathrobes ned Kelly figurine

ASHG Identity Strategy, for Art Series Hotel Group (Mark and Troy) | 06 October 2009

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Hotel Identity Guidelines

Hotel promotions, advertising and initiatives e.g. artist in residence program at the olsen

the communications is primarily be branded with the hotel identity (e.g. the Cullen logo, hotel imagery or artwork), with the aSHG logo taking a secondary position.

Usage

the hotel identity (e.g. the Cullen) is used for all hotel-related communications. this includes:

• Hotel promotions, advertising and initiatives

• In-hotel communications

The identity is comprised of:

• the hotel logo

• aSHG Logo

• the hotel colour palette

• artist Imagery

• Logo Device

• Guest font (e.g. avance for the Cullen)

• Corporate Font

For more information please refer to the Cullen Styleguide pdf.

Branding ratios

the hotel identity takes on a stronger voice and the volume on the aSHG branding is turned down on hotel-related communications. For in-room communications, the aSHG identity is kept to a minimum.

Hotel-level communication sample postcard invite to the melbourne Cup corporate tent

85% HOTEL ID 15% ASHG ID

033

Art Hotels Campaign Strategy PID, for Mark and Troy (Art Series Hotel Group) | 06 October 2009

Word of Mouth Overview

CAMPAIGN PROFILE CAMPAIGN PROFILE

Word of Mouth has a process

Core proposition

“Art Series Hotel Group is a range of boutique luxury hotels with design inspirations based from some of Australia’s most premier Artists.”

Audience & talkers

• Understand the audience, where they spend time, what they do, like and want

• Who will tell their friends about you? [Identify our infl uencers as early as possible, then educate and look after them]

Topics

What will they talk about? [Must be interesting, relevant and authentic]

Tools

How can you help the message travel? [what channels are being used and to who]

Activities/events

Opportunities/environments for WOM seeds to be planted.

Other considerations

Taking part

When should you join the conversation?

Tracking

• What are people saying about you?

• What are the topics that are most engaging people?

• What channels or tools are most effective?

Responding

• After listening to and getting involved in the conversation, what are the opportunities?

• Where should you change tack?

ADVERTISING

CUSTOMEREXPERIENCE

SALESPEOPLE

PROMOTION

WORD OF MOUTH

WOM

core proposition

audience & talkers

topics

tools

activities/events

taking part, tracking, responding

045


‘LivingFearlessly’essence

concept

identity

phrase

communication

phraseThe phrase THE ART OF [LIVING FEARLESSLY]

must be articulated

The ‘Living Fearlessly’ brand essence is at the heart of any output

There must be a conceptual link between the brand essence and output

Where appropriate, The Cullen identity is applied to any audience-facing communications

The link needs to be communicated

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Campaign guidelines

An example

• A Cullen Walking Tour could be organised around the brand essence values of innovation, challenging yourself and living in the moment ‘Living Fearlessly’ (conceptual link)

• It would include visits to sites which have an edgy or slightly confronting element to them (e.g. eateries with unusual menus or sites with compelling/innovative interiors or a rough & tumble history)

• The promo materials communicates this conceptual link to the audience (e.g. ‘Take a walk on the wild side’)

• The phrase ‘The Art of [Living Fearlessly}’ is included on The Cullen branded promo materials

Applies to: Advertising, PR, Promotion, WOM, Events

CAMPAIGN STRATEGY – BRAND IDENTITY & CAMPAIGN MESSAGE CAMPAIGN STRATEGY – BRAND IDENTITY & CAMPAIGN MESSAGE

MessagingGuidelines

Guidelines for non-campaign related outputs

‘LivingFearlessly’essence

concept

identity

The ‘Living Fearlessly’ brand essence is at the heart of any output

There must be a conceptual link between the brand essence and output

Where appropriate, The Cullen identity is applied to any audience-facing communications

Phrase is only applied to the hotel key and the compendium cover page

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2

3

4

To ensure the message does not reach over-saturation, the phrase ‘The Art of [Living Fearlessly]’ is only applied in certain instances:

• hotel wrap / packaging

• compendium cover page

• visitors book column [opportunity for ASHG to capture what ‘Living Fearlessly’ means to their guests]

The phrase is used in these instances to establish a link between the overt messaging of the campaign and the implied message values conveyed within the in-hotel experience.

All other communications will embody the values of ‘Living Fearlessly’ through elements such as language or tone of voice, The Cullen visual identity and imagery.

Applies to

• Guest facing in-hotel communications (e.g. hotel key, advertisements, signage)• In-room communications (e.g. sustainability messaging, room service communications, amentities)

049


CAMPAIGN STRATEGY - THE CULLEN CAMPAIGN STRATEGY CAMPAIGN STRATEGY - THE CULLEN CAMPAIGN STRATEGY

Mix Diagram

PARTNERSHIPS

PR

SOCIAL MEDIACAMPAIGN

DIGITAL

ADVERTISING

MX

AVANT CARD

SOPHISTICATEDTRAVELLER

QANTASINFLIGHT

ONLINE

OFFLINE

FACEBOOKADVERTISING

ASHG WEBSITE WWW.THECULLEN.COM.AU

FACEBOOKCOMMUNITY

EVENTS / STUNTS

ACTIVITES

STAFF PROMOTION

LOYALTY PROMOTION

INDUSTRY PROMOTION

BLOGGERS

INFLUENTIAL EMAILS

EARLY ADOPTERS

SPONSORSHIPe.g. Midsumma & Tropfest

LAUNCH PARTY 1

LAUNCH PARTY 2

LAUNCH PARTY 3

HOARDING

CHALK WALK

EMERGING ARTIST

CAUSES

PRESS /MEDIA

BLOGGER OUTREACH

DIGG

STUMBLEUPON

TWITTER

PROMOTION

LAUNCH CAMPAIGN

Who’s InvolvedART SERIES HOTEL GROUP (ASHG)

UNIVERSAL FAVOURITE (UF)

MINT PARTNERS (MP)

AMALGAMATED HOLDINGS LIMITED (AHL)

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identity aPPlications

CAnTEEn – OnE Of AUSTRALIA’S mOST wELL-knOwn And wELL-RESPECTEd CAnCER CHARITIESNow What Brand & Identity Development

identity aPPlications

noW WHat styleguide

brand Positioning researcHlogomark

NOW WHAT • Style Guide© Copyright CanTeen11 of 20

NoW What • Colour Palette & Usage 3.0

Secondary Colour PaletteA secondary colour palette is available to be used in

conjunction with the two primary Now What colours.

Colour should be used sparingly however and it is

preferable to limit the palette on a per-application basis.

Primary Palette

Secondary Palette

PMS Black C/U

C: 0 R: 0M: 13 G: 0Y: 49 B: 0K: 98 hex: #000000

PMS Black C/U (12% tint)

C: 0 R: 230M: 2 G: 230Y: 6 B: 230K: 13 hex: #E1DBD3

PMS 637 C/U

C: 55 R: 136M: 0 G: 209Y: 9 B: 216K: 0 hex: #88D1D8

PMS 7404 C/U

C: 0 R: 255M: 9 G: 217Y: 79 B: 0K: 0 hex: #FED900

PMS 192 C/U

C: 0 R: 239M: 100 G: 70Y: 68 B: 88K: 0 hex: #EF4758

Primary Colour PaletteOur colours are part of our expression.

They help to communicate our brand identity.

The colours are:

Youthful •Strong and confident •Appealing to our users, both male and female, •and also accessible to others

Fresh and fun •Positive •Warm, open and inviting •


NoW What • Primary Logo & Tagline 2.3

Use of primary logo with taglineThe Now What tagline is “your space for taking on cancer”.

On marketing and promotional material, the logo and tagline

should be used together unless specified by the Now What

Marketing Team.

The configuration shown above is the primary logo and tagline

combination and should be used as a first choice.

Logo files available on request (PMS, CMYK and RGB).

Using the tagline and alternative versionsAlternative versions of the logo/tagline combinations can be used if the primary combination

will otherwise be lost in the background colour of the material, e.g. if you’re placing the logo and

tagline on a blue background, consider using a combination where the background of the tagline

is red or yellow. There is also a single colour version available for use.

Don’t attempt to recreate the logo or tagline •Tagline shape is colour specific •Don’t change the colours of the logo elements •Don’t stretch or alter the proportions of the logo or tagline •Don’t rotate the logo in any direction •The logo and tagline mark should not be reproduced smaller than 25mm •

Black & white versions

Colour versions


NoW What • Exclusion Zone 2.4

x

x

x

x

x

x

Clearing space around logoThe Now What logo and logo/tagline combo like their

personal space. To respect this, we use what’s called an

exclusion zone. This makes sure that these identity elements

stand out and are clearly visible and distinguished from other

surrounding elements.

The exclusion zone applies to all applications of the logo and

logo/tagline, regardless of the medium being used.

The exclusion zone should always be at least the width of the •‘o’ in the logo (as shown above)

CanTeen - Now WhatBrand Development

date 15/04/09 doc Research & References r1, v01job no CAN_J003 page no. 9 of 9 © Copyright Universal Favourite Pty Ltd

Unsuitable

Bland

Inconsistent

Childish

Obvious

Hand Made

Personal

Fun

Inclusive

Well Presented

Abstract

Vibrant

Heavily Contrasted

Stylised

Cutting Edge

All Together Now

Suggested ‘Now What’ Direction

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CAnTEEn – OnE Of AUSTRALIA’S mOST wELL-knOwn And wELL-RESPECTEd CAnCER CHARITIESNow What Brand Overview

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COTSwOLd fURnITURE — IndUSTRy LEAdERS Of HIGH-qUALITy, fABULOUS fURnITURECotswold Furniture Website

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COTSwOLd fURnITURE — IndUSTRy LEAdERS Of HIGH-qUALITy, fABULOUS fURnITUREVisual Identity and Collateral

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COTSwOLd fURnITURE – IndUSTRy LEAdERS Of HIGH-qUALITy, fABULOUS fURnITUREThe Cotswold Collection Brochure

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THE InSPIRE fOUndATIOn – HELPInG mILLIOnS Of yOUnG PEOPLE LEAd HAPPIER LIvESReach Out re-brand, Identity Development & Website

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brandmark & logo system

THE InSPIRE fOUndATIOn – HELPInG mILLIOnS Of yOUnG PEOPLE LEAd HAPPIER LIvESReach Out re-brand, Identity Development & Collateral

styleguide

© Inspire Foundation 2009

The stuff you need to know about working with our visual identity.

© Inspire Foundation 20092.3 lOgO – eXClUsION ZONe

x

x x

x

x

x

x

x

x

We always want the Reach Out logo to stand out from its surroundings, make an impact and look consistent each time we use it.

We have set some guidelines for the amount of space that should be used around the logo when it’s for web or print. This space is called the exclusion zone and it’s shown above with the primary logo. The same rules apply to the version of the logo with the tagline.

The exclusion zone is to always be at least the distance between the bottom edge of the •“M” of “.COM” and the outside bottom edge of the logo ‘border’ (shown above).

reacH out collateral

© Inspire Foundation 20093.3 COlOUR Usage

The Reach Out colour palette has been chosen specifically to work well in both web and print settings. We know that sometimes what might work on our website may not work in print. Take black for instance: we use a lot of black on our site because it’s sleek, makes other colours jump out and provides depth. However too much black on our print collateral might appear depressing and flat.

The diagram above is a suggestion of how colours might be used in print and web and in what amounts.

WEB

PRINT

In online applications the black background colour is dominant and is complimented by blue •with small uses of secondary and stretch colours.

COLOUR USAGE PROPORTIONS

COLOUR USAGE PROPORTIONS

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STRATEGIC & CREATIvE — LEAdInG COnSULTAnTS fOR GROwTH THROUGH InnOvATIOnWebsite

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wHITEHOUSE dESIGn InSTITUTE – LEAdInG EdUCATIOn In fASHIOn, InTERIORS And STyLInG Website

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wHITEHOUSE dESIGn InSTITUTE – LEAdInG EdUCATIOn In fASHIOn, InTERIORS And STyLInGBachelor Brochure & Graduation Booklet

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POTTS POInT BOOkSHOP — UnIqUE & IndEPEndEnT LOCAL BOOkSELLERChristmas & Summer Catalogue

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BRACEwELL/PEnny ARCAdE — OnE Of AUSTRALIA’S mUCH-LOvEd BOUTIqUE fASHIOn BRAndSBrand Identity & Website

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GOALPOST PICTURES — IndEPEndEnT, ESTABLISHEd And wELL-RESPECTEdWebsite & Stationery Suite

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vARIOUS CLIEnTSA Selection of Electronic Marketing

intel e-vite intel e-viteintel e-vite & microsite google e-vite

youtube e-vite

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vARIOUS CLIEnTSA Selection of E-Newsletters

WHiteHouse e-neWsletter kilimanjaro e-neWsletter cotsWold e-neWsletter goalPost e-neWsletter

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Universal Favourite Brand communications & design

www.universalfavourite.com.au

EnquiriesCall 02 9357 4401Email [email protected]

universal favourite

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