教程案例成果proposal-roundb

PATTEX2014

NEW

KVEXTENTIONPROPOSAL2014.08.23TRADE

MARKETING

PATTEX

ROUND

BESTABLISHING

A

DISTINCTIVE

PATTEXLOOK

ANDFEEL

FOR

ALL

COMMUNICATIONSINDEXPart

1:

ProjectIntroductionPart

2:

SloganPart

3:

Key

Visual

_advertisementPart

4:

Product

Catalog

FormatPart

5:

KV

Extension

DesignPart

6:

Guideline

Content

ListScheduleThe

new

overall

style

should

be:Fresh&CleanEuropeanBrandProfessionalStrongConsistentESTABLISHING

A

DISTINCTIVE

PATTEXLOOK

ANDFEEL

FOR

ALL

COMMUNICATIONSTask

ysisSLOGAN

+

TAGLINESlogan

Used

Before專業(yè)裝潢就是有招德國品牌卓越品質(zhì)安全環(huán)保Task

:healthyenvironment-friendlytrustworthyinternational

brandandmatch

the

new

KV-

confident

+

strongas

simple

as

muchbeat

the

competitorsCompetitorsWhen it

comes

to

decorating

a

NEW

home,emotional

attaHappyfeelingMess

in

mindtoo

many

choicetoo

many

accidentstoo

much

negative

newsEverything

ismine(my

art

work)ConsumerUnderstanding!ent

is

among

the選擇多，狀況多，that

comes

to

mind.信息多最安全的私人空間Mostsafeplace（my

castle）Center

ofeveryone

I

love(my

family)最心愛的家人所在最得意的個(gè)人作品This

confirm

withtheideal…EMOTIONALFUNCTIONALMore

safe

and

luxuriousTrustable

Brandgood

reputation

and

strong

techsupportHeavy

usagee.g.

more

durable,

no

rustedEfficiente.g.

easy

to

apply,

save

timeand

moneyGreen

and

Qualifiedhealthy

material,

production

process,Keep

the

family

from

harmful

mattersBetter

quality,

fewer

problemTaskEMOTIONAL針對業(yè)主（emotional）強(qiáng)調(diào)安心、健康配合KV，氣場上揚(yáng)點(diǎn)出百得產(chǎn)品功能(functional)FUNCTIONAL強(qiáng)調(diào)安心、健康

配合KV，氣場上揚(yáng)朗朗上口PATTEX

=

QUALITYBETTER

CHOICEPROFESSIONALCONFIDENTHEALTHYAB針對業(yè)內(nèi)專業(yè)SWOTStrength高品質(zhì)安全放心健康輔材來自德國S口碑佳WOTWeaknesses價(jià)格貴輔材未得到足夠重視產(chǎn)品形象不直觀（工業(yè)感強(qiáng)）Opportunities家居安全關(guān)注度持續(xù)上行高端消費(fèi)層壯大德國品質(zhì)倍受信賴Threats本土品牌日趨業(yè)主對產(chǎn)品認(rèn)知不強(qiáng)A1健康家裝始于百得用“始于”點(diǎn)出百得產(chǎn)品在裝修中處于第一步的輔材工作也同時(shí)配合pattex

city的形象，表示是行業(yè)龍頭有quality

from

的含義A2德國百得信賴之選簡單直白信息量大對于普通業(yè)主來說傳遞了足夠強(qiáng)度的信息具體產(chǎn)品指向可以從KV獲得A3綠色“芯”.健康家家裝的

——“芯”就是輔材，“表”為主材這個(gè)slogan強(qiáng)調(diào)百得系列的健康綠色B1綠色家裝高效專業(yè)B3比百家選百得B2好家第一步 百得更專業(yè)用“第一步”點(diǎn)出百得產(chǎn)品在裝修中處于第一步的輔材工作利用中文“好”的廣泛含義，涵蓋健康、安心、美觀等所有正面含義

“更專業(yè)”暗抑競品，專業(yè)帶來放心Suggestion

1FAVOREDSLOGANFAVOREDTAGLINEA1健康家裝始于百得A2Suggestion

2+德國百得信賴之選=德國百得，健康家裝信賴之選Key

Visual

in

AdvertisementKV

in

Round

BPart

3:

Key

Visual

-

AdvertisementFeedback:Enlarge

the

PATTEX

CITYScale

down

the

yello rt

in

visualBlack

bottom

bar

should

always

bethereWhat

B&F

did:Modify

image

according

tofeedbackTry

FACE

UP

leaves

instead

of

BACK

UPleaves,

link

the

start

part

of

leaves

withgreen

arcIncorporate

the

tagline

and

slogan

intodesignStudy

Pattex

Brand

Guideline

to

makevariations

Landscape

Format

–

version

A

ClassicalClassical

logo

with

OBOD

layout

in

samplingOriginal

leavesQuality

from

1956,

Germany

in

bilingual

with

Henkel

logoRe-scale

thecity

and

globe

Landscape

Format

–

version

B

Formatted

?change

logo

as

Pattex

guideline

for

more

breathspace

to

highlight

the

skybackgroundChange

the

leaves

to

FACE-UP

pose

as

strong

life

symbolQuality

from

1956,

Germany

in

bilingual

withHenkel

logo

but

formatted

themtogetherRe-scaled

thecityand

globe

Landscape

Format

–

version

C

Vividchange

logo

as

Pattex

guideline

with

tagline

for

more

breathspace

to

highlight

the

skybackgroundChange

the

leaves

to

FACE-UP

pose

as

strong

life

symbolas

the

new

guideline

sample,

we

raisethebar

a

little

bit

to

induce

HEAVY

feelingAdd

further

intro

in

to

the

barClassicalFormattedVividLandscape

Format

FormattedVividPortrait

Format

3

leavesstyleforselectionCatalogLayoutSample

Full

Product

Catalog

cover

Full

Product

Catalog_

intro

+

content

Full

Product

Catalog_system

_

yellow

version

Full

Product

Catalog_Product

listKey

Visual

Extensive

Samples

Rack

header

Hanging

Flag

Foldedflyer

Homepage

Homepage

1.

Blue

sky

with

big

shining

sun2.

Move

down

to

the

city

,Something

like

the

city

growing

up3.

Stop

at

the

KV,

and

slogan

fly

infrom

left

side4.

Tagline

fly

in

and

slogan

flash

slightly5.

Stop

like

this.

Fading

out

…

Product

poster

Use

more

line

drawings

to

present

productGuideline

Content

ListPART

1OverallGuideline:BASIC

PARTTHE

PATTEX

BRAND2014

NEW

VISUAL

PROMISEBUILDING

THE

NE TTEX

VISUALA

FOUNDATION

FOR

OURCOMMUNICATIONSAPPLICATIONSTRADE

ADVERTISINGLITERATURE

APPLICATIONSPOSM

APPLICATIONDIGITAL

APPLICATIONSA

FOUNDATION

FOR

OUR

COMMUNICATIONSTHE

USAGE

OF

LOGOTHE

PATTEX-CITY

YELLOW

ARCTHE

PATTEX

TYPO

SYSTEMTHE

USAGE

OF

COLORPALETTESTHE

IMAGERY

SYSTEMTRADE

ADVERTISING

LITERATURE

APPLICATIONSOVERALL

GUIDELINEGRIDFORLAYOUTLANDSCAPE

2:3

1:4PORTRAIT

3:2

4:1SQUARE1:1PRODUCT

CATALOG

–

FULL

VERSIONCATEGOERY

CATALOGSYSTEMCATALOGFLYERFOLDEDFLYERA.4POSM

APPLICATIONSADVERTISMENTBILLBOARDVEHICLE

ADVERTISMENTWINDOWSTICKERRETAIL

DISPLAYSEALANT

RACKSINGLE

PRODUCT

RACKPOSTER

GUIDELINE

XNHANGING

FLAGDEMO

BOARDEASY

PULLKVPOSTERSDIGITAL

APPLICATIONHOMEPAGE

KV

UPDATEWEIBODECORATIONPPT

TEMPLATEWORD

TEMPLATEINVITATIONNEWSLETTERPART

2Detailed

Application

and

Design

Item:SLOGANEXTENSIVE

APPLICATION

ILLUSTRATIONFULL

PRODUCTCATALOG

DESIGNGUIDELINE

BOOK

DESIGNBRAND

POSTERDESIGN(e.g.Green/

Quality/…)STEP

1Aug

9:schedule

+

job

content

submitPlease

prove

them

around

Aug.

13Aug

14

–

Aug28

:Draft

design

proposal

Submit1st

round

slogan

proposalSubmit1st

part

guidelinedraft

startFeedback

and