Valencia_10_4_1_final

Blackberry once dominated the market share but has been suffer-ing from declining sales and market

share and has not been able to recover even with the release of new products. This project book discusses the de-sign opportunities to effectively rebrand Blackberry. Blackberry is in need of re-vitalizing their brand and expanding their consumer base. In order to accomplish this Blackberry will have to broaden their target audience from businesses to con-sumers as well as appeal to the chang-ing needs and wants of consumers. This will be achieved by modifying the current logo, incorporating a consistent color scheme and typography, as well as vi-sual elements throughout the campaign. This will also include a multimedia cam-paign that modifies the current website to be consistent with the new direction, print ads, vehicle wraps, and social media. campaign.

Introduction

Table of

Content

1.0 Research1.1 Research Paper1.2 Competitors1.3 SWOT Analysis1.4 Target Audience

2.0 Creative Development2.1 Moodboard2.2 Logo Development2.3 Logo

3.0 Style Guide3.1 Typography3.2 Color3.3 Images3.4 Textures

4.0 Design Solution4.1 Print Media4.2 Television4.3 Website4.4 Social Media

Table of Content

1.0 Research

1.1 Research Paper1.2 Competitors1.3 SWOT Analysis1.4 Target Audience

Blackberry is a Canadian telecom-munications and wireless compa-ny that produces a line of wireless

handheld devices. The first Blackberry device was an email pager released in 1999, becoming the first complete secure and integrated wireless email solutions for professionals. Therefore, Blackberry gained its share of the mar-ket by focusing on emails.

The industry of electronic mobile devic-es is an evolving industry that is driving the mobile phone’s continued status as the “center” of everyday life. According to The Mobile Economy 2013 report in 2012 there were 3.2 billion mobile sub-scribers and it is projected to increase to 4 billion subscribers by 2017 (A.T. Kearney, 2013). Blackberry was origi-nally a dominant innovative

Blackberry’s core value is the growth of business but also strives to make economic, social and environmental impacts by addressing issues related to conflict minerals, employment stan-dards, and humanitarian practices. This is achieved by partnering with leading agencies and organizations in the area of corporate responsibility to develop industry standards, educate growth and improve the environment.

1.1 ResearchPaper

company in the smartphone market, business and government usage with 43% of US market share in 2010 (Busi-ness Insider, 2013). However, the com-pany has descended in recent years because of declining sales and market share, partially due to its competitors, Apple and Google’s Android brand. The company’s share in the US person-al consumer market was reduced to 3.8% in 2013 (Business Insider, 2013).

Blackberry’s biggest mistakes were not being flexible and recognizing shifts within the market and changing consumer desires, as well as get-ting products to the market after their competitors (Business Insider, 2013). Therefore, this research will examine and discuss how rebranding Blackberry will reestablish its relevancy within the market sector. The rebrand campaign will explore design opportunities to

reposition Blackberry within the market, expand their consumer audience to in-crease sales and also regain its market share. Overall, explaining how Black-berry can be an effective competitor by providing mobile devices that accom-modate the needs of every day con-sumers while maintaining an economic, social, and education impact.

“Blackberry’s biggest mistakes were not being flexible and rec-ognizing shifts within the market and changing consumer desires, as well as getting products to the market after their competitors”

Microsoft has brand extensions in vari-ous markets such as computers, tablets, mobile phones, search engine, and game consoles Microsoft is the only brand to create devices to accommodate physical ability deficiencies.

Andriod offers an open platform that allows software to be freely modified and distributed. Android is the most widely used smartphone operating system An-droid is the only brand that provides an open platform for customization

Apple creates their own devices and oper-ating system which includes brand exten-sions such as iTunes, iCloud, and Ap-pleTV. Air drop is a fast and easy way to share content with nearby devices Apple is the brand that provides an efficient user interface consistent with all their products.products

Competitors1.2

SWOT Analysis

1.3

Elise Howard is a first year graduate student at Howard Uni-versity School of Law. She is originally from Southern California, but attended her undergraduate studies at the University of North Carolina at Charlotte, where she received her Bachelor of Arts in Political Science. Elise is a 23-year-old single female without any children except for a pet Shih Tzu named Roman. Elise is also an avid social media user. She uses Facebook, Twitter, Snapchat and Instagram to stay connected with undergraduate friends, as well as friends and family that are still living in California. She also uses LinkedIn to stay connected with prior professors, advisors, and professional colleagues.

1.4 Target

AvidSocial Network

Users

Socially & Environmentally

Conscious

College Students

Zach Palmatier is a 32-year-old Staff Writer for the Seattle Seahawks. He is originally from Austin, TX, where he received a Bachelor degree in Journalism from the University of Texas. Zach is a sports fanatic, especially baseball and football, and is a diehard Longhorn fan. For his job he creates written content for the team web site, social sites, email blasts, game programs and newsletters. Zach is a daily smartphone user, which he uses to stay connected with his family and to stay connected with work while on the go.

1.4 Target Audience

Use devices forday to dayactivities

Strong Family Values

YoungProfessionals

YoungProfessionals

Strong Family Values

Use devices forday to dayactivities

2.0 CreativeDevelopment

2.1 Moodboard2.2 Logo Development

2.3 Logo

2.0 CreativeDevelopment

2.1 Moodboard

This mood board is relevant to the campaign, because it aims to maintain Blackberry’s current image of professionalism while attracting a younger audience of young professionals. This will appeal to the target audience because the images portray that you can still be professional and handle business while also having fun socially. This “look and feel” differentiates from the competitors, because it is appealing to the so-cial life of working professionals.

2.2 Logo Development

Logo

2.3 Logo

The rationale behind the design of the logo was to capture the idea of modern and socialization. The color was used to soften the design while also helping the logo stand out and be dis-tinguishable amongst competi-tors. Also, the wordmark uses a san-serif font in lowercase letters to create an informal look.

blackberry

Clear space around the logo must be a minimum of the length of the “b” in the Logo Type. The minimum size for the vertical logo should never go under 1’in and never under 2’ in.

Incorrect Use

Unacceptable usage of the logo would be to never change the color of the circle on the icon, never stretch the icon, never use capital letters in the wordmark, or never revere the colors of the words “Black” and “Berry” in the wordmark.

3.0 StyleGuide

Bellerose-HeaderABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Caviar Dream-Sub HeaderABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Helvetica-Body CopyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

All the font choices are simple and clean to maintain a unified and distinctive look. Bellerose was chosen for the headline be-cause it is slightly stylized, but also has a modern and sophis-ticated feel. Caviar Dreams is a clean and simple san-serif font that is coherent with the clean, sleek, and modern feel. Helveti-ca is used for the body copy this is a clean and simple font that will remain legible.

3.1 Typography

The use of colors are used to communicate the brand es-sences, through the use of colors that are commonly found in a corporate setting ie black, grey, and white. The use of the color Magenta is to bring en-ergy to the brand, help it stand out amongst competitors and not become gender specific.

3.2 Color

R 35G 31B 32

C 0M 0Y 0K 100

R 167G 169B 171

R 64G 64B 65

C 0M 0Y 0K 40

C 0M 0Y 0K 90

R 100G 255B 255

R 209G 64B 65

R 216G 41B 121

C 0M 0Y 0K 100

C 0M 0Y 0K 100

C 0M 0Y 0K 100

3.3Images

The images will consist of close shots of people using the prod-ucts. Also, shots of people in a work environment and people in a social atmosphere, such as a bar for happy hour. The images should always show people in relax professional attire and they should always be shown smiling or laughing.

3.4Textures

The textures should consist of chrome like images and blurred lights. These imag-es will convey the brand es-sence by showing profession-als in a social aspect.

4.0 Solutions

4.1 Print Media4.2 Television4.3 Website4.4 Social Media

Print (magazine, billboards, outdoor posters, and tran-sit advertising), will be used to attract new customers, generate brand awareness, this speaks to the target audience because it allow the brand to reinforce its message within their daily lives and reach them in var-ious environments

4.1Print

Media

TV/Video Commercials will address the needs of the campaign by delivering the brands content and message to a large audience to help generate brand awareness.

4.2Television

Website will address the cam-paign strategy by providing a place for current and potential consumers to obtain content and information regarding the brand this will address the campaign strategy by reaching a larger au-dience via the web, and allows a easier experience for users ac-cessing the website

4.3Website

Social media address-es the need of the campaign by allowing consumer to interact with the brand. This will increase the per-sonality and trust be-tween brand and con-sumer. This will also help drive traffic to the main website

4.4 Social

4.4 Social Media

A.T. Kearney. (2013). The Mobile Economy 2013. Retrieved from http://www.gsmamobileecono-my.com/GSMA%20Mobile%20Economy%202013.pdf)

Bartal, O. (2013). Text as Image in Japanese Advertising Typography Design. Design Issues, 29(1), 51-66.

Blackberry (2012). Corporate Responsibility Report. Retrieved from http://us.blackberry.com/con-tent/dam/bbCompany/Desktop/Global/PDF/corporate-responsibility/RIM_CR2012_Report.pdf(http://us.blackberry.com

Business Insider. (2013). “Smartphone Wars: 5 Things BlackBerry Could Have Done to Stay Competitive”. Retrieved from http://www.entrepreneur.com/article/228549

Bloomberg Businessweek, (4358), 54-60.

ComScore: iOS, Android and Windows Phone gain share as Blackberry continues to slip. (2013). Retrieve from http://www.geekwire.com/2013/comscore-numbers-show-gains-ios-android-wp8-blackberry-continues-slip/

Elliot, A. J., & Maier, M. A. (2014). Color Psychology: Effects of Perceiving Color on Psycho-logical Functioning in Humans. Annual Review Of Psychology, 65(1), 95-120. doi:10.1146/an-nurev-psych-010213-115035

Gillette, F., Brady, D., Winter, C., & Miller, H. (2013). The Rise and Fall Of BlackBerry: An Oral History. (cover story).

Images. Retrieved from http://www.freedigitalphotos.net

Landa, R., Gonnella, R. Brower, S. (2007). 2D: Visual Basics for Designers. Clifton Park, NY. Thomson Delmar Learning.

Levens, Michael. Marketing, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file.

Neumeier, Marty. ZAG: The #1 Strategy of High-Performance Brands. Pearson Learning Solu-tions. VitalBook file.

Rash, W. (2013). BlackBerry Extends Respected Security Platform to iOS, Android. Eweek, 2.

Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. John Wiley & Sons P&T, 10/22/12. VitalBook file.

References

William Valencia Full Sail University

Media Design, M.F.A.william.valencia@fullsail.edu

Designer

www.blackberry.com