PRAXIS WP4 - Branding

WORK PACKAGE 4

BRANDING

ABOUT SINT-LUCASGhent, Belgium

Sint-Lucas is

a university college of Arts and Design

We’re situated in Ghent

Think: Belgium, chocolate, waffles, musterd, beer.

Study Programs

Visual Designprofessional bachelor (180 ECTS - 6 semesters)

Visual Artsacademic bachelor (180 ECTS - 6 semesters)master (60 ECTS - 2 semesters)

Postgraduate Studies Packaging Design(42 ECTS - 16 weeks)

Teacher Education(60 ECTS - 4 semesters half-time studies)

Phd in the arts

PBA Visual Design - Structure of the Study Program

1st sem

2nd sem

3rd sem

4th sem

5th sem

6th sem

VISUAL DESIGNgeneral initiation year

graphic studio

advertising studio

illustrationstudio

digital studio

traineeship and graduation project

Graphic Studio

Identity, logo, poster, typography, magazine, ...

Graphic Studio

Identity, logo, poster, typography, magazine, ...

Graphic Studio

Identity, logo, poster, typography, magazine, ...

Advertising Studio

Concept, brainstorm, campaign, rough, deadline...

Advertising Studio

Concept, brainstorm, campaign, rough, deadline...

Advertising Studio

Concept, brainstorm, campaign, rough, deadline...

Illustration Studio

Character design, storyboarding, infographics, ...

Illustration Studio

Character design, storyboarding, infographics, ...

Illustration Studio

Character design, storyboarding, infographics, ...

Digital Studio

Web, motion graphics, tablets, mobile, video, 3D, ...

Digital Studio

Web, motion graphics, tablets, mobile, video, 3D, ...

Digital Studio

Web, motion graphics, tablets, mobile, video, 3D, ...

WORK PACKAGE 4

BRANDING

Creating and managing a Praxis brand

WP 4 contains:

Create a Praxis brandPart 1

Manage a Praxis brandPart 2

Create and deliver a toolboxWhat we can do

Create and deliver a toolboxWhat we can do

BRANDIMAGE

IDENTITY

WEBDESIGN

CAMPAIGN

COREVALUES

LOGO

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Previously...

We received the work packagePHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Making things clear

We still have some questionsPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

First of all

We will listen, look and get wiserPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Clear view

We make a briefing to set out the bordersPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

1-2-3 GO!

The debriefing gives us the start sign PHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

We need your help

Tell us what you think

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

What is your visual image of...

Network,team work,excellence,international,internship, ...

VOLVO = SAFETYIKEA = FAMILYAPPLE = INNOVATIVECHANEL = EXCLUSIVEFedEx = RELIABLEGOOGLE = HELPFUL

LIDL = AFFORDABLEADOBE = ENABLINGCOCA-COLA = CLASSICPLAYBOY = SEXYFSC = SUSTAINABLEWALT DISNEY = MAGICAL

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Which values do we aim to reach with Praxis?

service minded,develop people,cooperative,creative,innovative, ...

PRAXIS = ?

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Homework to do

Collect images of what Praxis should look like

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Mailbox overload

We are interested to hear and see how you think about this

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Collecting

Making moodboards

Mind-mapping

The brainstorm begins PHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Concept

15 brandconcepts are created, only 5 are chosenPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Vote

You can choose and vote on our top 5PHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012

Once more...

we need your help

NOW

PHASE 1INTAKE

On podium

Bronze, silver and goldPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

And the winner is...

Chosen from the top 3, by the branding teamPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Participation

Your opinion is important, but not sacredPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Graphic design

The finetuning can beginPHASE 3

DEVELOPMENTPHASE 4RESULT

FEB 2012 APR 2012 MAY 2012

PHASE 2CONCEPT

DEC 2011NOW

PHASE 1INTAKE

Web design

Designing a website prototypePHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Advertising design

Shaping the campaignPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

And the logo is...

Presentation of the new identityPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

6 months later

A new brand is bornPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Graphic result

Brand styleguide and templatesPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Web result

Webdesign ready to hand overPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Advertising result

Campaign ready for kick-offPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

DIY

Tools are handed over so you can DIYPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Thank you for your attentionWio & SaskiaSint-Lucas Ghent