11.1.3aPart1

3.0 STYLE GUIDE

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PROJECT BOOK COVER

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TABLE OF CONTENTS

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TABLE OF CONTENTS1.0 RESEARCH1.1 Research Paper Highlights 1.2 Target Demographics1.3 Client Brief1.4 SWOT Analysis

2.0 CREATIVE DEVELOPMENT2.1 Moodboard2.2 Toolbox2.3 Logo Sketches2.4 Final Logo2.5 Sitemap 2.6 Wireframes

3.0 STYLE GUIDE3.1 The Volly Brand3.2 Voice and Tone3.3 Color Palette 3.4 Imagery3.5 Typography3.6 Logo Standards3.7 Medium Specific Standards

4.0 FINAL DESIGNS4.1 Website4.2 Motion Graphics4.3 Collateral

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INTRODUCTION

INTRODUCTION

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INTRODUCTION

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RESEARCH COVER

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RESEARCH COVER

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RESEARCH PAPERABSTRACTVolly is an upcoming service by a reputable customercommunications company Pitney Bowes. Pitney Bowes best known as a business to business provider is now facing the challenge of introducing a new service to a competitive landscape, a business environment where it is not positioned as a consumer supplier.

This paper highlights and explains the elements integrated to a brand awareness campaign focused on creating knowledge of the new service and gain business enrollments for the Volly platform. Supported by research the creative choices regarding campaign concept and elements are stated; further-more the design direction in regards to color, imagery and typography is rationalized in detail.

Moreover, the document strives to feature the implied consumer benefits that will spark the target market’s interest and make a sale. Volly is a service that seeks to meet consumers demand for technology driven operations, and control of communication channels.

For companies Volly will provide enhanced capabilities, which will in turn enable businesses to offer customers, innovative services in a cost effective manner. Moving from a business to business provider to offering what would ultimately attract the average consumer Pitney Bowes’ Volly is part of the company’s vision of expanding their business portfolio to continue to make business consumer connections more relevant.

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INTRODUCING VOLLY BY PITNEY BOWESPitney Bowes, a company positioned as a pioneer in the physical and digital communications industry, recognizes the inclination towards technology and the needs that consumers face at this day and age. They have serviced businesses for 90 years by helping them make meaningful connections with their customers that will result in growth and profits. To continue to hold their reputable and leader status within their industry, Pitney Bowes has developed and will soon intoduce Volly:

“The Volly™ secure digital delivery service, a cloud based digital mail communications platform that will empower consumers to receive, view, and manage bills,statements, direct marketing, catalogs, coupons and other content from multiple providers using a single application.Mailers will be able to sign up to join Volly ecosystem to help grow their business and provide a multi-channel communications experience”.

Pitney Bowes remains true to its innovative culture and company promise by seeking yet another significant connection between businesses and consumers, in their latest technology Volly. Vol-ly’s features will increase the value of the businesses it will serve by addressing consumers demanding need of choice in channel and control of their content.

Volly could reduce the number of online accounts customers use to one, clear features and benefits are identifiable in Volly, the challenge is creating sufficient awareness because the service’s goals can only be achieved if Pitney Bowes can get a critical mass of businesses to enroll and offer the option to their customers.

Volly can be best described as a “digital mailbox” and a “per-sonal assistant” all rolled into one. Which can sound somewhat of a familiar concept at first, however Volly is not “one more password” to remember, it is “the password” to remember. Volly is the perfect product for consumer’s busy lives; consumers value there time and rather spend it living their life than organizing it. With Volly consumers’ life will be clutter free.

They can access all financial accounts they want and pay the bill—all without ever leaving the security of their online Volly ac-count. That’s only the beginning of the new power, control and convenience Volly gives customers over, really, their own lives.

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EFFECTIVE SOLUTIONSFor Volly’s awareness and enrollment campaign, extensive marketing components, including print and digital mediums will be created. The objective is to generate relevant and sufficient exposure of the new service and its key benefits to businesses and their consumers.

Therefore, the marketing pieces in this campaign to attract businesses will speak of the tremendous growth opportunity that the Volly service represents. And the pieces that address con-sumers will include a clear and concise marketing message, one with a strong value proposition that will overcome their reluc-tance to memorize yet another password and visit yet another website will be put into play.

Print elements will range from letterheads, brochures, bus stop signage, billboards and magazine ads. In turn digital mediums will include a logo, website, web banners and a social media presence. All of which will maintain a cohesive, clean and mod-ern look that reflects an updated addition to the Pitney Bowes’ portfolio. Pitney Bowes may be viewed as a dinosaur not only because of its 90 years servicing businesses, but also because its image has not been refreshed.

Volly is the perfect venture to give Pitney Bowes a facelift that is well aligned with the innovative significance of its new service.

To achieve the desired look Volly’s campaign elements will dis-play a combination of typography, color schemes, and images that set the overall innovative, reliable and committed voice and tone of the campaign. The characteristics of the campaign ele-ments are inspired by the product itself, and by the end consumer’s lifestyle.

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OBJECTIVES AND GOALSVolly is not redundant, but instead offers a service that is revo-lutionary. It is easy to confuse Volly with services that already provide consumers all types of electronic information. However, Volly goes beyond the availability and management of consumer’s information, it takes control of the communications wheel for business and consumers and allows them to just sit along for the ride.

Businesses that understand market place evolution and the need to adapt in order to survive will certainly get on board and become part of the Volly platform enrollees. The idea of using a cloud-based host for business-to-consumer communications is compelling. But Pitney Bowes must overcome challenges in marketing Volly and attaining critical mass among users and providers. Volly is a much more than just a “digital mailbox.”

According to Forrester’s Research findings, quoted by the Volly website “Some consumers simply prefer things the way they are and don’t want to change. Yet analysts confirm that 70 percent of customers could be convinced to give up paper statements if it were easy to manage their documents—and if they could receive digital mail more conveniently without having to log in at a different website for each company with which they do business”

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The Volly platform is a winner; its features’ are the variables in a service formula that yields benefits for consumers in every industry. What company wouldn’t appreciate cutting costs in this economy? What consumer wouldn’t benefit from a life that is clutter free? What individual in a fast-paced society wouldn’t feel happy to increase their leisure time and cut down on their to do list? The market for the product exists, and the benefits Volly offers are well aligned, the missing piece is a winning marketing strategy.

The Volly awareness and enrollments campaign briefed in this paper is carefully develop and bring all of its elements together to benefit Pitney Bowes. The campaign will foment recognition of the Volly brand as a product of Pitney Bowes, generate aware-ness, produce enrollments and ultimately maintain Pitney Bowes pioneer position in the industry.

CONCLUSION

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REFERENCESBusiness Wire. (August 16, 2010). Study: 542 People Married Every Day in U.S., On Average, Through eHarmony®. Retrieved on October 2, 2011 from http://www.businesswire.com/news/home/20100816005730/en/Study-542-People-Married-Day-U.S.-Aver-age

Coles, Stephen. (2011). “Cure for the Common Font”- A Web Designer’s Introduction to Typeface Selection. Typographica. Retrieved from http://typographica.org/2011/on-typography/intro-to-typeface-selection/Color Matters. (2011a). Retrieved on October 16, 2011 from http://www.colormatters.com/

Color Matters. (2011b). Retrieved on October 16, 2011 from http://www.colormatters.com/color-and-design/60-color-a-design/29

Keskar, G. (2010). Color psychology and its effect on Human Behavior. Paintindia, 60(5), 61-64. Retrieved from EBSCOhost.

Kessler, Sarah. (January 06, 2011) New Digital Mailbox Will let you receive, pay & archive multiple bills. Mashable tech. Retrieved from http://mashable.com/2011/01/06/pitney-bowes-digital-mailbox/

Pitney Bowes. (2011). Retrieved on October 9, 2011 from www.pb.com

Pitney Bowes. (2011a). Pitney Bowes Signs Numerous Strategic Alliance Agreements with Large Third-Party Mailers to Provide Volly™ Secure Digital Delivery Services [Press release]. Retrieved from http://www.volly.com/news/pitney-bowes-signs-numerous-strategic-alliance-agreements.

Pitney Bowes. (2011b). Pitney Bowes to Launch Volly™: Secure Digital Delivery Service that Connects Mailers and Consumers [Press release]. Retrieved from http://www.volly.com/news/pitney-bowes-signs-numerous-strategic-alliance-agreements/

Volly. (2011). Retrieved on October 2, 2011 from www.volly.com

Ward, Noel. (January 07, 2011). Printing Impressions. Volly for Service? Retrieved from http://www.piworld.com/blog/volly-ser-vice-pitney-bowes-launches-digital-mail-service-noel-ward#

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TARGET DEMOGRAPHICSThe target market for Volly is primarily businesses within the United States of America, that are characterized as mass mailers. This platform will be adopted by businesses and serve their end consumers, facilitating and fortifying connections.

The businesses may be from various industries, those whose customers are primarily of generation x and y (who are male or female, married or single).

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Business whose customers have a need to manage their life on the go. Customers with an acceptance of smartphones and other mobile devices, with a preference for electronic messages over paper documents.

Key characteristics in an end customer that would find the Volly platformrelevant to their needs would be that they want to spend less time arranging their lives and more time living it. These customers are digitally inclined and savvy.

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CLIENT BRIEFVOLLY BY PITNEY BOWES

• Customer communications management that spans the consumerʼs physical and digital world.

• The ability to blend multiple content streams and generate multichannel output, as well as act on follow-up response analytics.

• A central, “go to” resource that helps consumers manage items ranging from payment reminders to service records to promotions.

VOLLY SCOPE

• Company Name: Volly• Industry: Communications • Category: Business to business

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KEY TENETS

• Innovation• Personalized• Environmentally friendly

CAMPAIGN OBJECTIVE

• To introduce Volly to the market of cloud-based secure digital delivery services, create awareness and communicate a unique value proposition for businesses and their customers.

CAMPAIGN DELIVERABLES

• Brand awareness campaign strategy, including evolved logo, and new-web page design.

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SWOT ANALYSISAfter analyzing Pitney Bowesʼ extensive product and service portfolio the conclusion is to purse a brand awareness campaign for its newest product Volly. Vollys value proposition is consistent with that of its parent company slogans: “Engineering the flow of communications” and that “Every connection is an opportunity”.

Volly offers companies and their customers solutions that meet the needs that todays consumer seeks to fulfill: digital solutions at their fingertips, time saving and environmentally conciousness.

Volly has some challenges to overcome such as to obtain recognition, cred-ibility and leader status as established competitors in the industry already exist. However, Pitney Bowesʼ strong relationships with a vast amount of businesses represent opportunities for growth and establishment.

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STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

• Created by Pitney Bowes a leader in the communications industry, currently serving 70% of the US Market

• Pitney Bowes well established reputation to give the Volly platform credibility.

• Volly platform will be free to the end consumer.• SPAM free delivery.w• Will be available at any place, any time.

• Volly can transition the current businesses that Pitney Bowes serves physically to digital communications.

• Growing acceptance and demand for digital devices and solutions.• Opportunity to become the single sources for mailstream.

• Zumbox- Major competitor, offering similar service• Mnailla Box- Major competitor, offering similar service • Customers relectancy to digital services• Not enough businesses enrolled in order to represent a value for

customers.• Banks and companies already offering bill pay service to

customers.

• Lack of brand recognition• Volly launch delayed• Not enough companies enrolled

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CREATIVE DEVELOPMENTCOVER

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CREATIVE DEVELOPMENTCOVER

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MOODBOARD

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2.0 CREATIVE DEVELOPMENT

MOODBOARD

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TOOLBOX

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2.0 CREATIVE DEVELOPMENT

TOOLBOX

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LOGO SKETCHES

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2.0 CREATIVE DEVELOPMENT

FINAL LOGO

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SITEMAP

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2.0 CREATIVE DEVELOPMENT

WIREFRAMES

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STYLE GUIDECOVER

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STYLE GUIDECOVER

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THE VOLLY BRANDThe Volly brand embodies the innovative character of its parent company Pitney Bowes. The Volly brand essence, is captured in our tagline “Digital Connections”. This is not only about the Volly company, but also about the people we service, because we enable both businesses and their customers tospeed the exchange of information and transactions.

Versitile. Contemporary. Realiable. These are attributes at the core of what weʼre about. Businesses in various markets find value in Volly because we provide a one stop digital solution to their time taxed customers. We facilitate the flow of information, create relationships and enable financial transactions to allow the end consumer to enjoy more leisure time and spend less time with hassles. These are the benefits that everyone who engages with Volly can expect to experience.

The focus of our identity is on ensuring meaningful communication that fortifies business relationships in this day and age.

3.0 STYLE GUIDE

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VOICE AND TONEVollyʼs voice is an essential component of all campaign elements, its correct use sets a trustworthy tone in the brand. Volly adopts the tone of an expert and reliable business advisor. One that is well established, yet strives to remain a continuous innovator and provider of the latest technologies.Volly is committed to providing a better value for businesses and their customers.

The tone is to be applied consistently in all brand deliverables. Vollyʼs tone when used properly will set the stage to create a sense of reability, trust, and convenience in the platform. As a result Volly is viewed as the one stop source to solve all personal and financial transaction needs.

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COLOR PALETTEThe Volly color pallete consists of bright and vivid Oranges; modern, technology-representative Greys, and a reliable Blue. Complemented with White background colors and Black accents or text.

Volly campaign elements should only appear in the correct color pallete presentation as set forth in the this style guide.

C:0 M:75 Y:100 K:0HEX #F26522 R:242 G:101 B:34PANTONE: 7417 C

C:85 M:50 Y:0 K:0HEX #1B75BC R:27 G:117 B:188PANTONE: 285 C

C:0 M:0 Y:0 K:20HEX #D1D3D4 R:209 G:211 B:212PANTONE: 3C

C:0 M:0 Y:0 K:70HEX #6D6E71 R:109 G:110 B:113PANTONE: 425 C

C:0 M:35 Y:85 K:0HEX #FBB040 R:251 G:176 B:64PANTONE: 143C

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Use of color in Volly deliverables

The use of color in Volly deliverables should be limited to the colors displayed in the color guide. They must be set in a white background and display black typefaces and accents. Use white typefaces only against dark backgrounds.

The Volly palette colors can be used within the composition of campaign deliverables. The colors may be used in any combination but always set on a white background.

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IMAGERYThe Volly brand imagery depicts the end consumersʼ lifestyle. Volly seeks to portray the multiple demographics of all potential end users, as well as how Volly is relevant to their lives and brings value to companies in various markets that service them.

Use clean, modern images of end consumers, show them as part of the x and y generation, both male and female.The individuals may be characterized as technology driven, they live a fast paced life, appreciate convinience and secu-rity, they like to manage the flow of their information and value their leisure time over everyday mundane tasks.

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TYPOGRAPHYThe typefaces selected for all Volly campaign elements are Futura Condensed Medium and Micrsoft Sans Serif.Both of these typefaces are part of the Sans Serif family. The different typefaces should be used in the hierarchy specified in this style guide. The typefaces can be defined as clean, distinctive and legible. The typeface is primary used in a Condensed Medium weight and reflects Vollyʼs modern attributes.

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abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Futura Condensed Medium

Microsoft Sans Serif

Futura Condensed MediumBODY COPY

SUBHEADINGS

HEADLINES

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LOGO STANDARDS

GREENC:85 M:10 Y:100 K:10R:0 G:148 B:68

YELLOWC:0 M:0 Y:100 K:0R:255 G:242 B:0

PURPLEC:75 M:100 Y:0 K:0R:102 G:45 B:145

REDC:0 M:100 Y:100 K:0R:237 G:28 B:36

BLUEC:85 M:50 Y: 0 K:0R:28 G:117 B:188

Logo Colors

The Volly logo embodies the essence of the Volly brand and projects the versatility of the platform. It is important to consistently apply the Volly logo in every brand deliverable. Following guideline specifications will ensure that the logo standards will be used properly.

The colors that make up the logo and symbol are identified as follows:

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Logo VariationsThe Volly logo has variations to accomodate the many campaign deliverables that will feature the brand. A range of color variants has been created for use. The full color with tagline should always be used whenever possible, after that use the most appropriate.

The logo can only appear as one of the color variants shown here.

3.Whiteout with Tagline

1. Color Signature with Tagline 2. Greyscale with Tagline

3.Without Tagline (May be used in any color variantions)

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Clear SpaceFor greater visual impact the Volly logo should be given generious clear space around it. The integrity of the Volly logo must be protected, thus it should never be crowded by other elements . Shown here is the minimum clear space that should surround the logo.

.25X

.25X

.25X.25X

Size The minimum size at which the Volly brand logo can appear is 30 mm wide. Reproductions below this size are unnaceptable

30mm

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Logo UsageStandard logo, full color. Use when the background is a lighter shade, in full color collateral.

Unnaceptable Logo UsageStandard logo that does not follow proper size speci-fications, or displays a distorted look.

Standard logo that does not diplay proper color specifications.

Whiteout logo. Use when the logo appears on a dark bacjground in full color collateral.

Greyscale logo. Use when reproducing the logo in black and white collateral such as newsprint.

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MEDIUM SPECIFIC STANDARDSAll Volly brand deliverables should display the correct usage of the Volly voice and tone, typography, images, colors and logo standards as specified in this style guide.

For most applications for print and web the optimum placement for the Volly Satndard logo is top corners of the layout, left or right with 1x height white space around it or a reasonable margin.

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Print AdvertisementBasic print ads should include images that are represntative of the Volly end consumer as specified in the imagery section of the style guide.

The selected imagery should occupy 2/3 of the canvas,while text should be kept to a minimum and display messages using the Volly voice and tone.

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Volly Web BannerVolly banner ads integrate Volly campaign imagery, typefaces and colors specified in the Volly style guide. The focus of the banner should be on the message, sentences should be kept short delivering a straight forward message.

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Volly WebsiteThe Volly Website should display the brand colors, proper logo usage and imagery that conveys the Volly brand essence. The text colors are specified in the Color Palette section of this guide.

The logo should always be placed on the top left corner of the page, and it should always be set on a white background with sufficient clear space around it.

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FINAL DESIGNSCOVER

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FINAL DESIGNSCOVER

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WEBSITE

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4.0 FINAL DESIGNS

WEBSITE

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MOTION GRAPHICS

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4.0 FINAL DESIGNS

MOTION GRAPHICS

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COLLATERAL

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4.0 FINAL DESIGNS

COLLATERAL