basket crazy's project book week3 updated

00 Bakset Crazy Ɩ Rebranding Campaign

BC

asket

razy

From

Simple to Spectacu

lar

Custom Gift Baskets

An insight study of rebranding Basket Crazy’s gift basketsProject Booklet

TABLE

OF CO

NTEN

TS Research 1.0 1.1 Rebranding (Research Paper) 1.2 Communication Brief 1.3 Creative Brief 1.4 Demographics

Creative Development 2.0

2.1 Logo 2.2 Design Research2.3 Moodbroards 2.4 Print Ads2.5 Web 2.6 Motion Graphics

Style Guide 3.0 3.1 Color Palette 3.2 Print Collateral3.3 Logo Specs 3.4 Font Choice

Final Designs 4.0 4.1 Business Stationary 4.2 Digital Media4.3 Packaging 4.4 Promotional Items4.5 Advertising 4.6 Others

TEA TIM

EHOILDAY CLASSIC

RESE

ARCH

1.0

1. 1 Rebranding (Research Paper)1.2 Communication Brief1.3 Creative Brief1.4 Demographics

1.0

“I don’t think you ever stop giving. I re-ally don’t. I think it’s an on-going pro-cess. And it’s not just about being able to write a check. It’s be-ing able to touch somebody’s life.” Oprah Winfrey:


ABSTRACT

08

In the last two years Basket Crazy’s has shown a

high decrease in revenue. While most gift compa-

nies have maintain capacity in this down economy,

certain factors have hindered in this company. This

review will examine the effects of how a successful

marketing strategy, campaign and establishing brand

identity, can have on a ten-year home-based gift basket

business. The paper equate the effectiveness of a recog-

nizable brand logo and updated functioning web site. This

analysis of market strategy for Basket Crazy, points outs

the need for a media campaign which addresses unique

design concepts and will approach a solution.


Research Paper 1.1

Basket Crazy is a licensed sole proprietor-

ship home-based business, operating for ten

years in the Las Vegas, Nevada area. It has

shown signs of promise at times but recently there has been

a decrease in sales. Basket Crazy offers a wide variety of gift

baskets for any occasion imaginable. Gourmet food, bath and

spa, time capsules, and welcome to Vegas gift baskets are

some of the various designs created daily. Basket Crazy’s loyal

customers have been casino executives, real estate agencies

and, friends and family that order seasonally. Being in business

for ten years and having a sole proprietorship has limited the

ability of establishing a recognizable brand logo, web site and

identity for Basket Crazy. The web site that is operating to date

is too bright, has no logo in place, the information brief and lack-

ing a design concept. Although this company has maintained a

steady client base the last two years, business has declined due

to the housing market, high unemployment rate, and economic

downfalls.

Basket Crazy’s mission is to provide an outstanding gift

experience by designing one of kind, unique gift baskets. To be

honest, trustworthy and maintain the integrity of fair business

practice at all times. Expand the brand to show growth, innova-

tion, and new products and to thrive for success as we take this

brand into a new era.

Basket Crazy’s vision is to obtain a brand through a new

logo design and web site, ensure growth in this gift basket mar-

ket, leave brand recognition in the minds of the consumers, and

use artistic abilities to create new design themes and concepts

for the new generation of clients.

The gift basket industry takes dedication and patience.

Investing time in education of new trends in the industry is a

must. Books, video, seminars, and artistic ability are tool you

have to maintain continuously on your own.

Many unforeseen obstacles can hinder a home-based

business such as cancelled orders, out of date food products,

seasonal items, unsavory clients, and the latest lost revenue

due to identity fraud. The Internet is proven to be the fastest

RESEARCH PAPER

10

way to order various merchandise from the privacy of

your office or home. Gift baskets are purchased widely

through these means. To date, many gift basket busi-

nesses have not captured a great deal of business

through an Internet presence.

Keeping up with the latest trends, enhancing

artistic abilities and protecting online information of the

customers and business is why this project is compelling

and should be addressed and has examined that owning

a home-base business is profitable and that the use of a

web site may increase profits.

When dealing with consumers the two things a

designer or the campaign should address are, ‘what are

you saying’ and ‘whom are you saying it to?’ Following

these statements will lead to the development of a cam-

paign concept. Knowing the demographics and target

audience of the campaign will assist in the marketing

objectives. Design decisions and the media mix will

interpret the manner in which to reach and expand your

demographics and develop new customers.

Design decisions are crucial in establishing brand

identity. Researching the product to gain insight strength-

ens the design decisions. Designers’ intentions reflect

visual aspects, brand reinforcement, innovation, and

favorable experience for the consumer.

A combination of the media mix, expectations

of the demographic reach, maintain and develop new

consumers and the integrations of the logo design will

measure the effectiveness of this campaign. The key to

success in implementing a marketing campaign is the

process. While most marketers have found an immedi-

ate jump in responses from converting a mass market-

ing campaign to the more targeted direct marketing

campaign format, the real prize for direct marketers is

the continued relationship building with prospects that

gives better responses with every subsequent cam-

paign recognition.


In conclusion, by categorizing the methods used in

creating an effective brand and campaign for

a home-based gift basket company, the

future of Basket Crazy can be carried through the

already established excellence that has been imple-

mented with the assistance of the SWOT analysis.

The lack of an identifying logo and access to online

orders along with the low economic state of the

country will be a determining factor in the develop-

ing of a strategic campaign. This can be achieved through the

ability to expand and increase volume for more of

a reach with an effective marketing campaign.

Rebranding, unique selling propositions

and the vision will be the main focal points

in defining the target market and demo-

graphics to enhance niche-marketing

parameters. By establishing the right

media mix and maintaining budget

restraints Basket Crazy can increase

sells through visual brand recognition, social media outlets an a

updated functioning web site.

SUMMARY

Are gift basket businesses selling lots of baskets on the Internet? (n. d.). Gift Basket Business – Gift Basket FAQ Fre

quently Asked Questions. Retrieved April 8, 2011, from http://www.giftbasketbusiness.com/faq.htm

Berns, D. (2011, April). Slow growth could mean high home vacancy rates for years. Las Vegas Sun. Retrieved from http://

www.lasvegassun.com/news/2011/ apr/04/slow-growth-could-mean-high-home-vacancy-rates-yea/

Best, K. (2006). Design management: Managing design strategy, process and implementation. Switzerland: AVA

Publishing.

Capsule, (firm). (2007). Design matters// Logos: An essential primer for today’s competitive market. Beverly, MA: Rockport

Publishing.

Graham, L. (2005). Basics of design layout & typography for beginners. (2nd ed..) Canada.Thomson Delmar Learning.

McCLain, N. (2010, September). How to protect yourself from online predators. Retrieved April 9, 2011, from http://maga

zine.angeslist.com/computer-repair/articles/how to-protect-yourself-from-online-predators.aspx

Ninety-three percent of companies now use social media marketing. (2011, April). Creating more relevant interactions. Re

trieved from http://www.ricg.com/ marketing_articles/digital_marketing/ninety_three_percent_of_companies_

now_use_so cial_media_marketing_/

Parente, D. (2004). Advertising campaign strategy: A guide to marketing communication plans. (3rd ed.) Tennessee:

Middle Tennessee State University.

8 Tips For Selling A Direct Marketing Campaign. (2007). L2. Retrieved April 8, 2011, from http://jobfunctions.bnet.com/ab

stract. aspx?docid=976129

REFERENCE


Basket Crazy has been in operation for ten years

and of the time it has yet to advertise, use the

Internet to attract more customers or have a

recognizable logo. This company is a home based sole pro-

prietorship based in Las Vegas, Nevada. This company has

maintained its customer base through word of mouth and a

poorly designed web site that is only used for contact informa-

tion. Basket Crazy offers a wide variety of gift baskets for any

occasion imaginable. This company can benefit by establishing

a web site that can reach and establish a larger customer base,

also through mail fliers, newspaper ads and other gorilla media

such as web banners.

Basket Crazy is in competition with major companies

such as Harry and David, Bath and Body Works, Hallmark and

Wine Country Gifts. These companies are widely recognized

unlike Basket Crazy. Harnessing promotional avenues for their

products could guarantee a rise in revenue. Creating an effec-

tive marketing and advertising campaign is needed to bring this

company customer base and revenue up. Increasing aware-

ness is the main goal of this company. Basket Crazy needs to

utilize the Internet through their web site and take advantage of

the webs user ability as a order platform not just a contact base

information site.

Communication Audit 1.2

COMPANY ANALYSIS

14

•Home based gift basket company that specialize in

one-of-a-kind designs.

•Baskets can be designed a with a unique individual

in mind or customized for any occasion.

•Offers a wide variety of items to choose from, which

can satisfy almost any ones taste.

•Baskets can be designed with your company’s logos

or theme in mind or sports team.

•Basket crazy excepts multiple forms of payments

and can be shipped to most locations outside of the

Las Vegas area.

•Designs can be from simple to spectacular in size

and price so that they can reach a wider customer

base.

•Has donated to local charities fund-raiser over their

ten years in the business


Basket Crazy’s lack of a identifying log and ac-

cess to online orders along with the low eco-

nomic state of the country will be a determining

factor in the development of a strategic campaign. This can be

achieved through the ability to expand and increase volume for

more of a reach, establishing a basket of the month club, giving

back to the community through charitable basket donation and

due to the fact that the industry is on going in terms of sales.

Competition from major distributors that carry high volume

and on-line sites don’t offer the personal touch of a one of kind

design themes, concepts and motifs for all occasions, which is

Basket Crazy’s unique selling propositions. By establishing the

right media mix and maintaining budget restraints Basket Crazy

can increase sells through visual brand recognition.

CRATIVE BRIEF 1.3

BRAND DEVELOPMENTDeliverable & Timeframe Scope

Concept

Design a logo and web site that will make the reach of Basket Crazy greater than

the Las Vegas area

The concept is developing brand indenity. Being a home based busi-ness that has been in operation for ten years without a logo or web

site has hindered future customers to recognized this brand. Rebrand-ing will gain revenue. Establishing a marketing strategy through fliers,

newspaper ads and other gorilla media with in the allotted budget.

Logo Design

Wed site Reconstruction

Print Ads

Media mix

5-7 months


Strengths •Lower over-head and flexibility, personal touch of a

one of a kind design,

• Local vendors for supplies at a moments notice

• Designs for every occasion

• Wide range of prices and sizes of products

• Keeping up with new trends in the market

artistically

Opportunities •Ability to expand and increase volume for more of a

reach

• Establish basket of the month club for frequent

customers

• Give back to the community in form of a donation

• Industry is on going in terms of sales

Brand Mission To provide an outstanding gift experi

ence, by designing one of a kind

unique gift baskets. To be honest,

trustworthy and maintain the integrity

of fair business practice at all times.

Expand the brand to show growth, in

novation, new products and thrive for

success as we take this brand into

a new and promising era of gift giving.

SO

BRANDMISSION &VISIONVISION

SWOT ANALYSIS

18

Weaknesses • No brand or logo established with the company

• Home based business

• Marketing budget restraints

• Limited hours spent on sales and promotions

• Keeping up on new trends in the market

• Wed site is out dated and lack of design concept.

Threats • Competition from major distributors that carries

high volumes of inventory

• Economy at a low

• High unemployment rate

• No recognizable brand identity

• Poorly designed and in affective web site

Brand Vision To obtain a brand through a new logo

design and web site that will enhance

the growth of a new customer base

and wider reach. Ensuring growth

in the gift basket market and leav

ing brand recognition in the

minds of consumers, and increas

ing the artistic ability to create new de

signs themes and concepts for a new

generation of clients

WT

TARGE

T TRIB

ES


FamiliesSmall Companies

Las VegansFriends

Service ProvidersReligious Communities

Professional Associations

The target tribes for Basket Crazy are individuals looking for a unique gift for that special someone that

is hard to shop for or that likes something different, one of a kind and customized. They are trendsetters located

in the Las Vegas area. They could be anyone from your next door neighbor to your best friend.

20

UNIQUE SELLINGPOSTION Basket Crazy’s has committed their product to be designed with the personal attention to detail and for a

specific individuals in mind. With a large variety of products offered and local vendors within range next day deliv-

ery is offered year around. This is crucial when dealing with competitors and pricing.

Large variety of productsLocal vendors

Personal attentionNext day delivery

Competitive pricingCompetitive advantage over large companies

DEMO

GRAP

HICS 1

.4


Basket Crazy is a licensed sole propri-

etorship home-based business,

operating for ten years in

the Las Vegas, Nevada area. Bas-

ket Crazy offers a wide variety

of gift baskets for any occasion

imaginable. Gourmet food,

bath and spa, time capsules,

and welcome to Vegas gift

baskets are some of the vari-

ous designs created daily. Basket

Crazy’s loyal customers have been

casino executives, real estate agencies

and, friends and family that order seasonally.

Basket Crazy’s mission is to provide an outstanding

gift experience by designing one of kind, unique gift bas-

kets. To be honest, trustworthy and maintain the integrity

of fair business practice at all times. Expanding

the brand through fresh creative assets,

increased web-presence and a new prod-

uct line. The textures and fonts will rep-

resent the unique bold classy structure

of the companies affirmation to offer a

gift experience that will be memorable

to all.

The target audience for Basket Crazy,

are residents of the Las Vegas area with

disposable income, a wide age group, married

or single, trendsetters and unique individuals looking for a

unique one of a kind designed gift experience.

22

Market:• Disposal Income

• Married or single

• 21 + age group

• Educated

• Male or female

• Small corporate client

• Relators

Tenets • Fun

• Adventurous

• Vivacious

Basket Crazy’s campaign will entice women and men in the age group of 21 years

old and up, with the tenacity of finding unique gifts and the ability to use a computer.

Income: Disposable

Education: High school and higher

Location: Las Vegas, Nevada and farther with access to the Internet

Interests: Shopping for unique gifts, recreation, sports,

concerts, surfing the web

TARGETAUDIENCE


Competitors Logo razy

From

Simple to Spectacu

lar

Custom Gift Baskets

Think OuTside

The BaskeT

The Company

Basket Crazy

New Logo

24

Demographics

Brand Followers

Key Tenets:Spunky

FunVivacious

Adventurous

Ages 21 and upHigher Education

Married Or

SingleComputer Litera-

cyDisposable

IncomeLas Vegas Area

. . .a tisket a tasket help me find a Basket

Their enjoyment is making other feel fantastic when receiv-ing a gift from them. They shop relentless for the perfect pres-ent to fit that special and unique individuals style. Their trendset-ting outlook towards the new and hottest product in the market is a gold medal performance for them.

All ages are sure to enjoy re-ceiving a unique gift basket. With a wide variety of basket design options available it will be easy to find a gift for that special some-one in your life.

CREAT

IVE DE

VELOP

MENT

2.1 Logo 2.2 Design Research2.3 Moodbroads2.4 Print Ads2.5 Web Designs & Motion Graphics

2.0


..... a new weave to be wooven

Basket Crazy for the last ten years has no

recognizable logo. Initially the concept was a

buisness card with an animal print background

with the company’s information. Creating a logo was a key

factor in rebranding the companies image and reconition in the

market and with consumers.

The first concept was to incorporate the two intial “B and

C” of “ Basket Crazy” and titlt the C to represent the crazyness

and fun of the company. The tagline “From simple to spectacu-

lar”. is curved in an upward motion with the effect of a basket

and what can be placed inside. Placing a basket on the inside

of the “C” to ensure the consumer that a gift basket company is

represented through the log o design was the created. Using

a cool blue tone and a rich gold along with the soild chocolate

brown rounded out the color palette. This clolor scheme gives

a feel of fancey along with fun to attract consumers and give the

needed brand recognition of the company.

.....old concept

LOGODESIGN 2.1

razyCustom Gift Baskets

From

Simple to Spectacu

lar

.....new conceptLOGO SKECTHES

28


RESEARCHDESIGN 2.2 ...project synopsis

Basket Crazy is a licensed sole proprietorship home-based business, operating for ten years in the Las

Vegas, Nevada area. Basket Crazy offers a wide variety of gift baskets for any occasion imaginable.

Gourmet food, bath and spa, time capsules, and welcome to Vegas gift baskets are some of the various

designs created daily. Basket Crazy’s loyal customers have been casino executives, real estate agencies and,

friends and family that order seasonally. Basket Crazy’s mission is to provide an outstanding gift experience by

designing one of kind, unique gift baskets. To be honest, trustworthy and maintain the integrity of fair business

practice at all times. Expanding the brand through fresh creative assets, increased web-presence and a new

product line.

“In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the customer’s needs, and it must provide a product that

delivers the promised benefits.” - Jay C. Levinson

TAGLINE CONCEPTS

30

From Simple to Extravagant! This tagline is describing to customers that Basket

Crazy offers a wide range of designs and prices for their gift

baskets.

Unusual! Unexpected! Unpredictable! Using words that have the same prefix and describ-

ing the uniqueness of the baskets, visually leaves the read-

ers creating ideals of how they could make someone have

a special gift experience.

Think Outside the Basket! This clique term is being reused to influence the

readers to problem solve about what items no matter how

different or extreme could be placed in the baskets.

Unique gifts for, Unique individuals! Trendsetters looking for an out of this world gift

would want to read on to the body copy to find out what

could is different about Basket Crazy vs. other gifts that

they have given in the past.

Let us fill you a basket of joy! The thought of given a gift that comes in a

basket and that is filled with items that brings joy and

will enlighten the receiver so much that it will make you

read more of the copy.

Re-Gift or Re-Think! Many people receive the same gifts over and

over or gifts are received that have been re-gifted

because they were given a gift that they did not like or

could use.

A tisket a tasket what can we put in your basket? Rhyming is a way in which you can catch read-

er’s attention and will leave them repeating or singing

as if it were lyrics in a song.

Crazy for Baskets, Crazy for Fun! Craziness and fun is a great combination and

if you throw a gift basket into the mix you are sure to

have a fun and crazy gift experience.

MOOD

BOAR

DS 2.3


32

....the shape and flow

Grasping the tone and

concept of Basket

Crazy was achived

through a seriers of visual elements

arranged with a graphic toolbox and

moodboard. These are helpful method

of design that ensure the shape and flow

of the comapny’s lanuage and vibe is

created to ensure that Basket Crazy is

represented in the mannor that they wish

to be heard.

TOOLBOX

PRINT

CONC

EPTS

2.4


Pattern Concept

Focussing on the

texture in the background

enhanced the the overall

concept of the design. This

would work well in an a

magazine ad. such as Travel

& Liesure or Architect Di-

gest.

Type Concept

The main focus of the

type and the information giv-

ing this ad would work well

in a magazine such as Time,

Oprah, or newsweek.

34

ImageryConcept The bold image of the

basket and the man thinking

grab the viewer and brings

them in to the ad and what

is it featuring. This is a uni-

versal ad that could be used

in a variety of magazines.


WEB DESIGN2.5

The design of the homepage has a clear and clean concept that is user friendly. Basket Crazy’s site operating now is very

bright, so choosing this new color palette trasnforms the new site into a soothing page readers,

The information tabs are located at the top of the site in white font enclosed in a chocolate strip so that they stand out.

Moving the logo to the top left corner and making it larger instead of placing it in the center bring the eye to a filmilar locataion for view-

ers to establish brand recoginition. The people thinking grasp the attention of the viewers and the premention of what is to come in the

baskets. Let me know what you guys think.

The photos of the baskets, gives the audience an idea of how some of the products look. Updating the photos seasonally and for

special occasions will offer consumers a wide variety of products. As you roll across the photos it will show what occasion the basket is ap-

propriate for.

..... a site to see

site map

Home Page

About

Facebook

E-Mail

Shopping CartShop by Price Monthly Special

$20 - Under

$20-$30

$30-$40

$40-$50

$50-$80

$80-$100

$100-$200

0ver $200

Valentines Day

Mother’s Day

Birthday

Anniversary

Get Well

Thank You

CorporateGift

Shop by Occasion

Shop by Recipient

Kids

Pets

Friends

Clients

Husband

Wife

Teachers

Twitter

Design Your Own

MOTIO

N GRA

PHIC 2

.5


The initial concept of the story-

boards design started with a

couple, and woman receiving

a present that she has received before. The

second concept was to have a man sitting at a

computer desk trying to think of the perfect gift to

give. Both concepts would have worked so that

the target audience would come to the conclusion

that Basket Crazy is the idea place to find the perfect

gift, but we needed to reach a larger group. The final

motion graphic of a man thinking of the perfect gift

works well and reaches a wider range of consumers

and is fun and whimsical and displays a wider variety

of products along with a catch phrase describing how

the items can benefit the person receiving the gift

basket. It also features Arthea Franklins intrumental

version of the song “Think” in the background.

38

STORYBOARDSSKETCHES

STYLE

GUIDE

3.1 Logo Standards3.2 Logo Display Guidelines3.3 Color Palette3.4 Print Collateral3.5 Interactive Media3.6 Font Choice

3.0


....defining the design

razy

From

Simple to Spectacu

lar

Custom Gift Baskets

Basket Crazy target audience are trendset-

ters in search of a unique gift giving

experience that will enhance the receivers

individual personality. Being a home based business it is

necessary for Basket Crazy to incorporate brand recogni-

tion locally and gain a larger reach through the internet.

Establishing a logo that is polished and businesslike

will create an competitive edge against larger gift compa-

nies that carries a wider reach. Maintain a newly designed

logo whereas Basket Crazy had not established one will

manifest into a more profitable outcome in terms of rev-

enue and recognition in the market place. The new logo

with the two tone reversed type represents the fun tone of

the company along with the tag lines circular form states

that they can insure the usability of a wide range of cus-

tomers.

Not having a logo to incorporate the previous flow

of the company enrich the new design to a professional

level through the whimsical basket inside of the type.

Finally the shape of the tag line incorporates the feel of a

basket and the variety of items that can be placed inside..

New Design

LOGOSTANDARDS3.1

VARIOUS LOGO DESIGN

42

Font Choices

razy

From

Simple to Specta

cula

r

Custom Gift Baskets


From

Simple to Specta

cula

r

Custom Gift Baskets

Three Logo Designs:

1 Stacked Layout with descriptor

and tag line

2 Stacked with capital letters of com-

pany and tag line

3 Capital letters of the company’s

name with descriptor

Busso Normal This type was best used in the design of the logo for it’s ability

to be reversed of the capital letters in the title of the company,

original size is 66/72..

Almeria-Regular Is used only in the descriptor of the company and can be used with

or without the entire logo, wit a 10pt size.

Beach Normal The two capital along with the descriptor can be used in print

ads, or a mix form of media. The type is formal and whimsical at the

same time. Size is 36pt. and circles the companies name to repre-

sent the outline of a basket, without tracking or kerning.

1

2

3

•Symbol

•Type

•Descriptor

•Tag line


Custom Gift Baskets

razy

From

Simple to Spectacu

lar

Custom Gift Baskets

razy

From

Simple to Spectacu

lar

Custom Gift Baskets

Custom Gift Basketsrazy

From

Simple to Spectacu

lar


From

Simple to Spectacu

lar

B

CCustom Gift Baskets

BC

asket

razy

from

simple to spectacul

ar

B

C

asket

razy

from

simple to spectacul

ar

Custom Gift Baskets

Colors

Black

LOGODISPLAYGUIDELINES 3.2

PRINT STADARDS

44

Custom Gift Baskets

razy

From

Simple to Spectacu

lar

Custom Gift Baskets

(20 mm)

Basket Crazy’s logo will be recognizable to the new and previous target market that will

become equated to the brand. The logo must be developed in various sizes to incor-

porate different interactive media and promotional aspects of the campaign.

(50 mm)


Logo can be displayed on white or light colored background and lightly textured linen paper. The

arrangement of the design should represent the various logo samples and can be used in all

interactive media. Textured background displays an elegant tone that is used throughout the

print ads and can be displayed as a border to all logo designs.

razy

From Simple to Spectacula

r

Custom Gift Baskets razy


r

Custom Gift Baskets

razy


r

Custom Gift Baskets

razy


r

Custom Gift Baskets

razy


r

Custom Gift Baskets

razy


r

Custom Gift Baskets

B

C

asket

razy

from simple to spectacul

ar

Custom Gift Baskets

PROPER LOGOUSAGE

razy

From

Simple to Spectacu

lar

Custom Gift Baskets

IMPROPER USAGE

46

...Of color and background

BC

asket

razy

From

Simple to Spectacu

lar

Custom Gift Baskets

B

C

asket

razy

From

Simple to Spectacu

lar

Custom Gift Baskets razy

From

Simple to Spectacu

lar

Custom Gift Baskets

Pattern through logo Texture

Basket missing Wrong color palette

Distorted or skewed Background color

razyFrom Simple to Spectacu

lar

Custom Gift Baskets

B

C

asket


From

Simple to Spectacu

lar

These are unacceptable

usage of Baskets Crazy’s logo

designs. Never place the texture

behind the logo, use a bright or col-

orful background, change the colors

of the palette, distort or skew or

place athe pattern through the logo.

The feel of the log should remain

elegant and whismiscal.

47 Basket Crazy Ɩ Rebranding Campaign

C: 70 R: 87

M: 46 G:123

Y: 19 B: 161

K: 3

597BA1

C: 33 R:159

M: 52 G:115

Y: 99 B: 44

K: 14

9F732C

C: 50 R: 60

M: 70 G: 36

Y: 80 B: 21

K: 70

3C2415

C:84 R: 19

M42 G: 127

Y: 6 B: 186

K: 0

127FBA

C: 0 R: 35

M: 0 G: 31

Y: 0 B: 32

K: 70

231F20

Basket Crazy’s logo can be dis-

played with these four colors, with a white

background or reversed out. Logo or

color palette can not be modified aside

from removing the tag line, descriptor or

name leaving the first two capital letters.

LOGO COLORPALETTES 3.3

B

C

asket

razy

fro

m simple to specta

cula

r

B

C

asket

razy

fro

m s

imple

to spectacula

r

B

C8838 ShamuLas Vegas, N.V. 89147

8838 Shamu lv, nv 89147 | 702.228.6690 | www.basketcrazy.net

B

C

asket

razy

from simple to s

pec

ta

cula

r

Baske

t Crazy | C

ustom Gift

Baske

t

Cathie | 8838 Shamu lv, nv 89147 | 702.228.6690 | www.basketcrazy.net

PRINT COLLATERAL


B

C

asket

razy

from

simple to spectacul

ar


.5” .5”

.5”

1”

Logo remains in the

upper left hand corner

and should always be

placed on stationary , business card

and mailing envelope. Call to action

or mailing information is located at

the bottom of all collateral with the

exception of the mailing envelope.

LETTERHEAD

50

BUSINESS CARD

B

C

asket

razy

from

simple to spectacul

ar

Basket Crazy | Custom Gift Basket

Cathie | 8838 Shamu lv, nv 89147 | 702.228.6690 | www.basketcrazy.net

4”

3”

1”

1/2”

1/8”

1/8”

”3/

4”

Typeface:

Almeria

Busso Normal

Size:

48pt.

12pt.

Color:

C:84 M:42 Y:6 K:0

C:51 M:69 Y:72 K:61

C:33 M:52 Y:99 K:14

Width:

40 picas 20 picas

50 picas 30 picas

PRINTMEDIA


INTERACTIVE MEDIA 3.5


Tag line: Almeria 48pt.

Subhead: Busso 18pt.

Buttons: Busso normal 12pt.

Subtitle: Almeria 12pt.

Body Copy: Almeria 12pt.

Logo: 2x2 size

INTERACTIVEMEDIA

54

Graphic: RGB Color value

Set at 72ppi


DUCHESS: ABCDEFGHIJKLMNOPQRSTUVWXYZ

Abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+BEACH NORMAL: ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz

0123456789!@#$%^&*()_+

ARIAL: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+

FONTCHOICE 3.6

FINAL

DESIG

N

4.1 Business Stationary4.2 Digital Media4.3 Print Ads4.4 Promotional Items4.5 Advertising4.6 Extras

4.0


BUSINESSSTATIONARY4.1

....write it out

BC

asket

razy

fro

m s

imple

to spectacular

8838 ShamuLas Vegas, N.V. 89147

B

C

Cathie Pentia | owner8838 Shamu

Las Vegeas, Nevada 89147P (702)228.6690

www.BasketCrazy.net

B

C

asket

razy

From

Simple to Spectacu

lar

Custom Gift Baskets

LETTERHEAD

60

B

C

asket

razy

From

Simple to Spectacu

lar

Custom Gift Baskets


Dear Mrs. Baskey Crazy, Fusce neque mi, consectetuer gravida, convallis ac, varius a, pede. Fusce pellentesque pretium quam. Ut luctus, justo id volutpat iaculis, est diam pulvinar sem, quis bibendum turpis dui eget mauris. Sed in mauris. Ut massa. Pellentesque condimentum felis nec sapien. Integer posuere elit at turpis. Nulla facilisi. Sed sapien ipsum, commodo ut, facilisis vitae, ultrices non, metus. Aenean non nulla. Curabitur molestie volutpat magna. Vestibulum tempor faucibus nisi. Pellentesque vitae enim.

Aliquam rhoncus volutpat mauris. Sed auctor. Donec tincidunt velit et tellus. Donec sed augue eget lacus placerat adipiscing. Ut convallis suscipit nulla. Morbi posuere ullamcorper ligula. Duis sit amet odio nec lorem ornare gravida. Suspendisse ante nulla, gravida quis, eleifend sit amet, placerat eget, purus. Sed egestas magna ut erat. Vivamus euismod, odio id mattis porttitor, tellus nisl consectetuer turpis, ut auctor enim justo euismod nulla. Fusce eget diam vulputate massa tempor tempor.

In ante. Phasellus convallis, nisl in vestibulum facilisis, lacus pede bibendum urna, dapibus pellentesque eros magna sed nibh. Etiam tortor arcu, porta nec, laoreet quis, mollis in, libero. Aenean dapibus est a metus. In sit amet elit. Pellentesque luctus lacus scelerisque arcu. Cras mattis diam. Sed molestie, lectus id bibendum luctus, magna orci luctus quam, et auctor urna diam sit amet ligula. Sed purus dui, suscipit et, malesuada non, consectetuer in, augue. Proin et sapien. Maecenas aliquam, nibh id aliquet tincidunt, ante neque pulvinar mauris, sit amet fermentum nibh augue mollis risus. Mauris porttitor varius mauris. Viva-mus in urna et sem accumsan imperdiet. Aenean fringilla, eros tincidunt gravida elementum, justo eros pharetra felis, in rhoncus arcu lectus non enim. Phasellus odio tortor, mattis ut, mattis elementum, luctus at, orci.

Fusce neque mi, consectetuer gravida, convallis ac, varius a, pede. Fusce pellentesque pretium quam. Ut luctus, justo id volutpat iaculis, est diam pulvinar sem, quis bibendum turpis dui eget mauris. Sed in mauris. Ut massa. Pellentesque condimentum felis nec sapien. Integer posuere elit at turpis. Nulla facilisi. Sed sapien ipsum, commodo ut, facilisis vitae, ultrices non, metus. Aenean non nulla. Curabitur molestie volutpat magna. Vestibulum tempor faucibus nisi.

Sincerely,Angela Hunt


DIGITAL MEDIA4.2

....web blast & web site advertisements

62

....digital media advertisements


PRINT ADS4.3 Print collateral for Basket Crazy consist of two large images that reflects a product and the target audi-

ence, along with the brand logo, tagline, description of the product in a short statement that includes

the call to action and an additional image of one of Basket Crazy’s featured products. The ads mea-

surements are 8.5 in x 11in (51p0 x 66p0) with a border.

• Images will have a high resolution of 300dpi in color and black and white for newspaper ads.

• All print collateral will be featured in print ads such as magazines, and newspapers.

• Colors are represented in the style guide and will maintain the standards unless ad is in black and white.

• Patterns and line textures are defined in the style guide

• The body copy describes the products that Basket Crazy offers in an informative structure, so that the reader

is clear of the wide variety of basket are available and what occasions are offered.

Typography is as follows:

• Tagline: Almeria 72pt

• Body Copy: Arial 12pt.

• Logo: Busso 72

PRINT ADS

64

11 in.

66p0

1.5 in.

7p0

2.5 in.

15p0

8.5 in. Ɩ 51p0


BCCustom Gift Baskets

PROMOTIONALITEMS4.4

...show it off

PROMOTIONAL ITEMS

66


From

Simple to Spectacu

lar

Custom Gift Baskets

...wear it well


Think OutsideThe Basket!!!

www.basketcrazy.net

....bus stop adADVERTISE-MENT4.5

ADVERTISEMENTS

68

Think Outside The Basket!!!

razy

From

Simple to Spectacu

lar

Custom Gift Baskets

www.basketcrazy.net

....dallas stadium

B

C

asket

razy

From

Simple to Specta

cula

r


http-_l2myowndevices.com_wp-content_uploads_2011_06_ppciPadCompete.png

http-_www.blissfulbalance.com_images_spa_for_two_gift_basket

http-_www.billiesdesignerbaskets.com_yahoo_site_admin_assets_images_Epicurean_Feast.211124304_std.jpg

http-_www.promo-wholesale.com_Upfiles_Prod_r_Java-Giant-Gift-Basket_20090617560.jpg

http-_www.giftbasketsplus.com_media_catalog_product_cache_1_image_17f82f742ffe127f42dca9de82fb5

8b1_1_7_1728.jpg

http-_ofrconsulting.com_wp-content_uploads_2011_09_chocolate-gift-baskets

http-_www.aagiftsandbaskets.com_Images_TM-W-MT.jpg

http-_media.merchantcircle.com_21761314_Black%20%26%20White_full.jpeg

http-_media.merchantcircle.com_886295_Candyland%20Gift%20Basket_full.jpeg

http-_www.seeit360.com_files2_imagecache_lightbox__

MG_9219.jpg

http-_l2myowndevices.com_wp-content_up-

loads_2011_06_ppciPadCompete.png

http_www.techindustriya.com_backspace_wpcontent_

uploads_2011_05_110503imacfam2.jpg

http-_carphotos.cardomain.com_ride_imag-

es_3_750_3661_26874330003_large.jpg

http://www.superbusinessonline.com/giftbaskets/GiftBasket.

jpg

http://www.wickerhomedecor.com/image_manager/attri-

butes/image/image_73/1097721963_4240563573_ATtrI-

BUTE_THUMBNAIL.jpg

PHOTOS4.6

70

IMAGE SOURCEhttp://www.mybabiesblanket.com/images/animals-gift-bas-

ket.jpg

http://www.carvergifts.com/v/vspfiles/assets/images/

mensfigleaf&lime.jpg

http://www.basketsbymaury.com/images/products/the%20

gourmet%20sampler.jpg

Getty Stock Images

http://www.gettyimages.com/detail/112185502/Photodisc

http://www.gettyimages.com/detail/dv1742013/Digital-Vision

http://www.gettyimages.com/detail/88757142/Digital-Vision

http-//www.gettyimages.com/detail/109726360/the-Agency-

Collection

http-//www.gettyimages.com/detail/73582755/Riser

http://www.gettyimages.com/detail/57320347/Glowimages

http://www.gettyimages.com/detail/101875919/The-Image-

Bank

http://www.gettyimages.com/detail/74009412/Blend-Images

http://www.gettyimages.com/detail/113190129/Blend-Images

http://www.gettyimages.com/detail/91069642/Stockbyte

http://www.gettyimages.com/detail/75904067/Photodisc

http://www.gettyimages.com/detail/96391490/Cultura

http://www.gettyimages.com/detail/96391491/Cultura

http://www.gettyimages.com/detail/104087858/Photo-

disc

http://www.gettyimages.com/detail/88785453/Photo-

disc

http://www.gettyimages.com/detail/71927124/Image-

Source

http://www.gettyimages.com/detail/71927124/Image-

Source

http://www.gettyimages.com/detail/115558346/Taxi-

Japan

http://www.gettyimages.com/detail/90096299/Digital-

Vision

http://www.gettyimages.com/detail/90096252/Digital-

Vision

http-//www.gettyimages.com/detail/

sb10067958bp-001/Digital-Vision

http://www.gettyimages.com/detail/stk145308rke/

Stockbyte

http-//www.gettyimages.com/detail/113800592/Pho-

tographers-Choice-RF

http---www.gettyimages.com-detail-97768282-Getty-

Images-Sport.psd

www.BasketCrazy.net

basket crazy's project book week3 updated

Documents

years basket crazys

basket crazys mission

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recognizable brand logo

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