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Home My WebLink AboutPresentation at Workshop Part 2BRILLIANT BRANDS. MAGNETIC MARKETING. Brand platform concept 06:16:2015 WHAT WE LEARNED BY LISTENING… WE ARE inclusive eclectic dreamers passionate fun seekers underway small but mighty a playground walkable casual coastal proud relaxing sunsets sunrises a launch pad the birthplace of aerospace & technology a destination a port-of-call colorful ﬁlled with opportunities vocal iconic WE ARE NOT uniﬁed upscale large complete immoveable pretentious ﬁnished evolving the place where space used to live just for retirees a pass-thru from point A to point B quiet unknown over built tall buildings expensive KEYWORDS Keywords are hand-picked words that support and enhance written and verbal communications for the brand. These words help us set the tone and will be intuitively woven into the visual, written, and verbal fabric of our brand. casual coastal intimate community eclectic sun-kissed sunset sunrise launch pad inspired curious birthplace of aerospace & technology relaxed come as you are history evolving vibrant diverse warm breeze sunny independent active playful quiet easy going accessible space simpliﬁed supportive BRAND MANIFESTO It is the brand’s job to make us care, to inspire us, to challenge us, and to ensure our audience remembers who we are. Enter the brand manifesto, a clear and public declaration of purpose and intent. For decades, the world has known Cape Canaveral as a launch pad. Where one giant leap for mankind began and the place where aerospace and technology were born. Space is as intrinsic to who we are as the warm coastal breezes and waterways that surround our small, but mighty, city. In the space between innovation and relaxation… a unique business community ﬁrst emerged through aerospace and technology. Today it expands with tech companies, eclectic indie retail and restaurants, outdoor recreation, and the second largest port in the country. Business thrives in the space between forward thinking and laid back, where small community stands for economic opportunity and you still have a front row seat on launch day. In the space between sunrises and sunsets… you’ll ﬁnd waterfront “forever homes”, condos, and affordable apartments woven together by bike paths, forming a casual coastal community that welcomes the young and young at heart to start. An A-rated elementary school anchors our families. Community events connect us. And we celebrate our differences while we evolve together. In the space between river and sea… you'll ﬁnd peace where manatees graze, dolphins frolic, and sea turtles hatch. Golden sunrises and sunsets meet an endless blue sky. In this space, you’ll never have to look far to ﬁnd the beauty in nature. In the space between high heels and ﬂip ﬂops… fun is found everywhere, and escaping is easy. Take a stroll along the sun- kissed beach at lunch. Meet new friends at the local brewery. Leave the hectic pace of life behind, instantly. Space is who we are. And in the space between sun and sea – you’ll ﬁnd that Cape Canaveral is a still a launch pad: a launch pad for business, pleasure, and everything in between. TAGLINE A slogan or phrase succinctly conveys the most important attribute or beneﬁt of our community— usually also serving as a springboard for other facets of the greater marketing campaign. the space between  sun and sea Our mission was speciﬁc:  Observe and sustain the use of the City of Cape canaveral’s seal. Our solution:  Develop a tagline approach for the brand platform that celebrates this seal and its statement but evolves to support application in diverse forms to communicate the myriad of experiences and promises that deﬁne Cape Canaveral. CAMPAIGN APPLICATION EXAMPLES: innovation and relaxation technology and nature community and commerce sunsets and sunrises river and sea buttoned down and surf’s up forward thinking and laid back community and economic opportunity have to and want to high heels and ﬂip ﬂops history and future The Space Between BEACH CRUISING + STEPPING ABOARD The Space Between LOCAL HOSPITALITY + GLOBAL TECHNOLOGY The Space Between PLAY + RELAX SPACE CIUTADELLA CIUTADELLA CIUTADELLA Selected for its clean lines and subtle tech forward nuances, Ciutadella is the core brand platform font. Emotional qualities of the brand platform will be expressed through hand- lettering which requires a more controlled font pairing for balance. Hand- lettering has been introduced within the brand platform because it is quintessentially personal, unique, never “perfect” like fonts, and supports the casual coastal vibe of Cape Canaveral. COLORS Colors are an undeniable ingredient in visually defining a brand, and it is crucial they align with and support your message consistently. 1505 305 BLACK CORE COLOR PALETTE 219 7549 360 7502 285 TERTIARY COLOR PALETTE The brand project parameters dictate the seal remain untouched, as a steadfast symbol of Cape Canaveral. The core color palette takes its cues from the color palette involved within the seal. A tertiary color palette has been developed to further activate the personality and promise of Cape Canaveral. BRAND ACTIVATION How we will introduce the brand to our community and beyond. BRAND ACTIVATION INITIATIVE We believe the best use of a brand activation initiative is in reaching out to the citizens and businesses who have a stake in Cape Canaveral and asking them to provide their favorite photos of Cape Canaveral through the ﬁlters of living, working, and playing. This creates a more permanent, lasting effect, builds community pride through unique participation, and also speaks to the Cape’s personality and promise, as a launch pad for life. BRAND VIDEO The brand video will be developed from the brand manifesto text. The goal of this video is to unite the brand’s visual and communication platforms with music, motion graphics, and resident generated content - in this case, photos - to yield a fresh communication resource that will formally present Cape Canaveral’s recalibrated brand and promise. QUESTIONS + CLOSING REMARKS