教程案例成果proposal-roundb

PATTEX2014

NEW

KVEXTENTIONPROPOSAL2014.08.23TRADE

MARKETING

PATTEX

ROUND

BESTABLISHING

A

DISTINCTIVE

PATTEXLOOK

ANDFEEL

FOR

ALL

COMMUNICATIONSINDEXPart

1:

ProjectIntroductionPart

2:

SloganPart

3:

Key

Visual

_advertisementPart

4:

Product

Catalog

FormatPart

5:

KV

Extension

DesignPart

6:

Guideline

Content

ListScheduleThe

new

overall

style

should

be:Fresh&CleanEuropeanBrandProfessionalStrongConsistentESTABLISHING

A

DISTINCTIVE

PATTEXLOOK

ANDFEEL

FOR

ALL

COMMUNICATIONSTask

ysisSLOGAN

+

TAGLINESlogan

Used

Before专业装潢就是有招德国品牌卓越品质安全环保Task

:healthyenvironment-friendlytrustworthyinternational

brandandmatch

the

new

KV-

confident

+

strongas

simple

as

muchbeat

the

competitorsCompetitorsWhen it

comes

to

decorating

a

NEW

home,emotional

attaHappyfeelingMess

in

mindtoo

many

choicetoo

many

accidentstoo

much

negative

newsEverything

ismine(my

art

work)ConsumerUnderstanding!ent

is

among

the选择多，状况多，that

comes

to

mind.信息多最安全的私人空间Mostsafeplace（my

castle）Center

ofeveryone

I

love(my

family)最心爱的家人所在最得意的个人作品This

confirm

withtheideal…EMOTIONALFUNCTIONALMore

safe

and

luxuriousTrustable

Brandgood

reputation

and

strong

techsupportHeavy

usagee.g.

more

durable,

no

rustedEfficiente.g.

easy

to

apply,

save

timeand

moneyGreen

and

Qualifiedhealthy

material,

production

process,Keep

the

family

from

harmful

mattersBetter

quality,

fewer

problemTaskEMOTIONAL针对业主（emotional）强调安心、健康配合KV，气场上扬点出百得产品功能(functional)FUNCTIONAL强调安心、健康

配合KV，气场上扬朗朗上口PATTEX

=

QUALITYBETTER

CHOICEPROFESSIONALCONFIDENTHEALTHYAB针对业内专业SWOTStrength高品质安全放心健康辅材来自德国S口碑佳WOTWeaknesses价格贵辅材未得到足够重视产品形象不直观（工业感强）Opportunities家居安全关注度持续上行高端消费层壮大德国品质倍受信赖Threats本土品牌日趋业主对产品认知不强A1健康家装始于百得用“始于”点出百得产品在装修中处于第一步的辅材工作也同时配合pattex

city的形象，表示是行业龙头有quality

from

的含义A2德国百得信赖之选简单直白信息量大对于普通业主来说传递了足够强度的信息具体产品指向可以从KV获得A3绿色“芯”.健康家家装的

——“芯”就是辅材，“表”为主材这个slogan强调百得系列的健康绿色B1绿色家装高效专业B3比百家选百得B2好家第一步 百得更专业用“第一步”点出百得产品在装修中处于第一步的辅材工作利用中文“好”的广泛含义，涵盖健康、安心、美观等所有正面含义

“更专业”暗抑竞品，专业带来放心Suggestion

1FAVOREDSLOGANFAVOREDTAGLINEA1健康家装始于百得A2Suggestion

2+德国百得信赖之选=德国百得，健康家装信赖之选Key

Visual

in

AdvertisementKV

in

Round

BPart

3:

Key

Visual

-

AdvertisementFeedback:Enlarge

the

PATTEX

CITYScale

down

the

yello rt

in

visualBlack

bottom

bar

should

always

bethereWhat

B&F

did:Modify

image

according

tofeedbackTry

FACE

UP

leaves

instead

of

BACK

UPleaves,

link

the

start

part

of

leaves

withgreen

arcIncorporate

the

tagline

and

slogan

intodesignStudy

Pattex

Brand

Guideline

to

makevariations

Landscape

Format

–

version

A

ClassicalClassical

logo

with

OBOD

layout

in

samplingOriginal

leavesQuality

from

1956,

Germany

in

bilingual

with

Henkel

logoRe-scale

thecity

and

globe

Landscape

Format

–

version

B

Formatted

•change

logo

as

Pattex

guideline

for

more

breathspace

to

highlight

the

skybackgroundChange

the

leaves

to

FACE-UP

pose

as

strong

life

symbolQuality

from

1956,

Germany

in

bilingual

withHenkel

logo

but

formatted

themtogetherRe-scaled

thecityand

globe

Landscape

Format

–

version

C

Vividchange

logo

as

Pattex

guideline

with

tagline

for

more

breathspace

to

highlight

the

skybackgroundChange

the

leaves

to

FACE-UP

pose

as

strong

life

symbolas

the

new

guideline

sample,

we

raisethebar

a

little

bit

to

induce

HEAVY

feelingAdd

further

intro

in

to

the

barClassicalFormattedVividLandscape

Format

FormattedVividPortrait

Format

3

leavesstyleforselectionCatalogLayoutSample

Full

Product

Catalog

cover

Full

Product

Catalog_

intro

+

content

Full

Product

Catalog_system

_

yellow

version

Full

Product

Catalog_Product

listKey

Visual

Extensive

Samples

Rack

header

Hanging

Flag

Foldedflyer

Homepage

Homepage

1.

Blue

sky

with

big

shining

sun2.

Move

down

to

the

city

,Something

like

the

city

growing

up3.

Stop

at

the

KV,

and

slogan

fly

infrom

left

side4.

Tagline

fly

in

and

slogan

flash

slightly5.

Stop

like

this.

Fading

out

…

Product

poster

Use

more

line

drawings

to

present

productGuideline

Content

ListPART

1OverallGuideline:BASIC

PARTTHE

PATTEX

BRAND2014

NEW

VISUAL

PROMISEBUILDING

THE

NE TTEX

VISUALA

FOUNDATION

FOR

OURCOMMUNICATIONSAPPLICATIONSTRADE

ADVERTISINGLITERATURE

APPLICATIONSPOSM

APPLICATIONDIGITAL

APPLICATIONSA

FOUNDATION

FOR

OUR

COMMUNICATIONSTHE

USAGE

OF

LOGOTHE

PATTEX-CITY

YELLOW

ARCTHE

PATTEX

TYPO

SYSTEMTHE

USAGE

OF

COLORPALETTESTHE

IMAGERY

SYSTEMTRADE

ADVERTISING

LITERATURE

APPLICATIONSOVERALL

GUIDELINEGRIDFORLAYOUTLANDSCAPE

2:3

1:4PORTRAIT

3:2

4:1SQUARE1:1PRODUCT

CATALOG

–

FULL

VERSIONCATEGOERY

CATALOGSYSTEMCATALOGFLYERFOLDEDFLYERA.4POSM

APPLICATIONSADVERTISMENTBILLBOARDVEHICLE

ADVERTISMENTWINDOWSTICKERRETAIL

DISPLAYSEALANT

RACKSINGLE

PRODUCT

RACKPOSTER

GUIDELINE

XNHANGING

FLAGDEMO

BOARDEASY

PULLKVPOSTERSDIGITAL

APPLICATIONHOMEPAGE

KV

UPDATEWEIBODECORATIONPPT

TEMPLATEWORD

TEMPLATEINVITATIONNEWSLETTERPART

2Detailed

Application

and

Design

Item:SLOGANEXTENSIVE

APPLICATION

ILLUSTRATIONFULL

PRODUCTCATALOG

DESIGNGUIDELINE

BOOK

DESIGNBRAND

POSTERDESIGN(e.g.Green/

Quality/…)STEP

1Aug

9:schedule

+

job

content

submitPlease

prove

them

around

Aug.

13Aug

14

–

Aug28

:Draft

design

proposal

Submit1st

round

slogan

proposalSubmit1st

part

guidelinedraft

startFeedback

and