Fig. 1. Wiggett, 2022a. Sketchbooks, Draft Summary Investigation.
Fig. 2. Wiggett, 2022b. Dan Tutorial Review Notes.
Fig. 3. Wiggett, 2022c. Ben Tutorial Review Notes.
Fig. 4. Wiggett, 2022d. Postit Planogram.
DRAFT SUMMARY
Entrepreneurial and business-based written submission.
RESEARCH QUESTION
What is my brand vision?
AIMS
Create and communicate a brand vision that reflects my values, narrative, tone of voice, per-sonality and unique process as a single entity design studio. An all-encompassing brand vision will form the foundations from which I build and roll out my business to increase revenue, streamline operations, target clients I want to work with and allow collaborators to work with my company seamlessly.
OBJECTIVES
Research discoveries, inspiration and learnings from different brands, businesses, client sur-veys, interviews and expert insights will form the foundation for my brand vision and outputs.
• Establishing my brand positioning, mission statement and manifesto.
• Refining my business plan and strategy.
• Designing a visual representation of my vision with a CI, website and marketing material.
• Creating an all-encompassing brand vision document or brand guide.
PURPOSE
• Create a stronger positioning for my company.
• Establish me as an authority in packaging design.
• Attract high-value clients through direct targeting and communication.
• Streamline my work process, creating more time and making administrative functioning easier.
• Generate maximum profit with minimum time input.
AUDIENCE
Primarily targeted clients:
• Larger FMCG companies need packaging services across multiple product lines for extended periods.
- Food companies
- Beverage Companies
- Companies focusing on ‘own brand’ merchandise
- Pharmaceutical Companies
Different client segments will require different messaging.
• Companies stationed in America, Britain and Europe provide earnings in foreign currencies.
Secondary targeted clients:
• Agencies needing collaborative, partner relationships to manage their client’s packaging needs.
• Medium to larger companies needing consultancy advice on structure, strategy, packaging and legislation.
• Tertiary educational faculties looking for speakers who are an authority in packaging design.
My ideal customer is looking for an intimate, long-term relationship with their suppliers. Smaller clients will only be taken on if they offer the opportunity to grow my portfolio and, thus, my reputation.
Methodology - Process, Planning, Strategy and Resources
Phase 1 – Discover
24/02/2022 – 20/02/2022
Research discoveries, inspiration and learnings will form the foundation for my brand vision and outputs.
• Conduct client-focused research.
A large portion of my research will be client-focused through surveys, questionnaires and inter-views with current and past clients. I want to ascertain where my target audience is active and what they consume to accurately and effectively target them. I want to talk directly to my cli-ents using their words in my brand communication.
• Research business documents, brand guides, expression of interest documents, and mani-festo’s to help inform my output structure.
• Research different businesses and brand personalities, tone of voice, narratives, and visual communication will inspire my content and direction.
Establish expert interviews and podcasts.
• Candice De Beer – Content Specialist & Copywriter
• Haldon Burns – Brand & Naming Specialist
• Frederick Theron – Engineer & COO
• Bryan MacDonald – CEO & Entrepreneur
My expert-specific and targeted knowledge provides the insight, structure and strategy to craft my brand.
Phase 2 – Define
21/02/2022 – 20/03/2022
• Collate and review research to determine the brand positioning, mission statement, brand manifesto and business plan.
• Write a positioning statement that forms my brand vision's building blocks.
• Write a mission statement or action-based declaration of my brand’s purpose and how it serves its customers.
• Write a brand manifesto or written statement that declares my views, motives, and inten-tions.
• Get client testimonials to build my reputation and authority.
• Refine my business plan and strategy.
• Create podcasts or blog articles from experts' insights and knowledge.
• Prepare for panel evaluation.
Phase 3 – Design
21/03/2022 – 25/04/2022
The design outcomes are a visual realisation of my brand vision.
• Design a brand CI
- Logo
- Corporate Identity
- Style guide including typography, visuals and marketing material
- Website, LinkedIn, Instagram, Blog
Phase 4 – Deliver
13/04/2022 – 19/08/2022
• Complete draft critical report for student peer review (09/05/2022).
• Deliver a brand vision document or brand guide that includes the positioning statement, mission statement, manifesto, strategic business plan and brand identity elements.
• Evaluate the project.
• Compile studio practice and research journals (19/08/2022).
• Complete the final report (27/06/2022).
List of Figures
Figure 1. Wiggett, S. (2022a). Sketchbooks, Draft Summary Investigation. [Image Archive] Storm Wiggett Image Archive.
Figure 2. Wiggett, S. (2022b). Dan Tutorial Review Notes. [Image Archive] Storm Wiggett Image Archive.
Figure 3. Wiggett, S. (2022c). Ben Tutorial Review Notes. [Image Archive] Storm Wiggett Image Archive.
Figure 4. Wiggett, S. (2022d). Postit Planogram. [Image Archive] Storm Wiggett Image Archive.