New team roles

Bryony: nexus business hub space

Tess: competition and its advertising

Erin: nexus teaser

Nexus business hub planning

floor plan: visually describing spaces in hub

• blueprint/ mapping 
• showing all the spaces in hub

nexus hub: how nexus looks spatially 

• entry space (initial greeting of nexus/ nexus essence)
• meetings/ private space (innovation)
• shared workspace (collaborative community)

Website: hub location

• section on nexus website showing all locations of nexus business hubs

Bryony will be responsible for this.

nexus launch (& competition) planning

Visual identity: basic representation of nexus

• traditional advertising (poster, online banner, billboard, etc)
• animation logo (low priority atm)
• who we are/ what we offer
• advertising competition

Competition: the next step

• 'the next step'
• tv ad (storyboard, cartoon/ vector style)

competition ad layout

- we are nexus

- we want to help you (businesses)

- this is our competition

- do this to enter

Website: Competition page from nexus website (2 pages)

• competition home page (including information and previous video entires)
• submission page

Tess will be responsible for this.

Nexus coming soon planning

Nexus coming soon

Roller-skating orange person: getting people interested

• photographic/ video
• roller-skating orange person down bus foot traffic street
• icon/ character
• initial introduction
• peeks interest of public
• on street in peek travel times (eg. Lampton Quay at 9am, 12pm, 5pm)
• social media (#hashtag #orangepersonskatingdownlampton)

Poster: who is behind it

• shows the context from orange roller-skater
• poster of roller-skates, jetpacks, etc:
• who they are
• poster 
• first introduction to nexus (small nexus logo on corner)
• cartoon/ vector illustration style 
• cutting edge (e.g. classic roller-skates with rockets attached)

Nexus website: what nexus is (briefly)

• shows video from orange roller-skater 
• informs what they are
• reveals that they are a telecommunications company. 
• basic information (best company, fast speed etc)
• reveals identity and reasoning behind initial teasers.
• animated logo

Erin will be responsible for this.

Week 9- Feedback from Sven

• Who is the target audience?
• Go niche
• We should go with the business market- The consumer market is already totally saturated.
• We need to be solving a problem. What is the problem?
• We need to make our designs more dynamic
• How are we selling this? Online? In store?
• Liked the idea of a hub- worked well for the business target audience 

Talking with Sven was really useful and he helped us realise how we have strayed from our original focus. We originally had a target audience of innovators/businesses however have, in parts, now strayed out into advertising to the NZ public as a whole. This advertising is too vague an has no real purpose behind it. We need no refocus back to our niche and the problem that we originally identified.

Coming out of this: 

Who is our target audience? -- New Zealand innovators and businesses

What is our problem? -- That NZ is full of innovators/innovative businesses that lack the resources to grow/develop/launch themselves on a global scale. 

How is Nexus solving this? -- Nexus has the resources and global connections to provide support and services superior to anything NZ currently has to offer.

How are se selling this? -- TBC

What Is/Isn't Nexus

Week 8 Visual Identity

This week our visual identity for Nexus has developed a lot. Firstly we have an updated, broader palate of fresh and vibrant colours. A vivid orange still remains the primary colour of the Nexus identity however is accented with pinky-purples, green and small dashes of the classic AT&T blue.  

  

Colour palate and arrow imagery by Bryony

The arrow style motif works well as it carries connotations of moving forward, velocity and launching which all align well with Nexus' vision as a forward thinking and innovative company. The half arrows also have the alternative perception of looking somewhat like a speech bubble. The leading line style of these designs is very versatile and could be used in a variety of different ways.

Logo Poster Designs by Bryony

Pin up for class (week 8)

For the competition aspect of nexus, we thought about having a print campaign or series which tempted the viewer to get involved and play on their desire to kick start their business and take it globally. Phrases like 'be bold' and 'what if' tempts the viewer and would intrigue them to connect with nexus.

These would be most successful when released after the nexus brand was well-known so that the viewers would take a glimpse at the branding (e.g. colour scheme) and instantly know that it was nexus.

Nexus competition phrase posters (adapted from Byrony's original poster design), by Erin.

These were the developed posters from the initial global temptation posters. 

Feedback from Brian

Feedback

• Looks bold and vibrant.
• Doesn't look accessible.
• Kiwi could be anything (e.g. a red herring) but do we need it?
• 'London' and 'New York' pages feels like a travel agency.
• How does the travel aspect work in with nexus?
• Global vs local.
• What are you trying to say?
• Doesn't look like New Zealand.
• Business vs non-business entity.
• Put together a list of what we want nexus to be and what we don't want nexus to be. (this will help with the visual style).
• Good interesting colours.

Notes from Brian's talk

We enjoyed Brian's talk and could relate to a lot of the things he was saying such as 'brand'. We enjoyed his craziness and passion about design but would have appreciated more advice on real life design situations rather than topics we were more familiar with (e.g. what is a brand?)

"brand is everything you say and do, and what people believe about you" (Brian, 2017)

We found this quote inspiring and helpful for our project. 

Notes

• Everything to do with the experience
• Good vs bad brand experience 
• Think of brand as an entity that has characteristics and dynamics 
• Who is the brand?
• Brand essence (executions and behaviours).
• Brand has a vision and purpose and creates goals.
• Touchpoint's of the brand (map out the landscape).
• Touchpoint (what is most important?).
• "It is cheaper to retain a client rather than achieve them" (Brian, 2017).
• The visual tone and manner of the brand needs to be physically as well (e.g. phone conversations).
• It is fundamental to always consider the client.
• The customer gives the brand the respect it deserves (based on the shared journey and relationship created between customer and brand).
• Relationship, trust, deep, intimate.
• "Zig when others zag" (Brian, 2017).
• Brands have layers - like onions (Shrek reference).
• Brand senses - what does it sound like?
• Senses - smell, taste, sound, etc.
• Pop-up situations need to have a why. What seduces the customer to come in/ interact?

References

Brian Slade, 2017. Creative Director, Insight Creative. Talk to 222.417 Image and Identity class 04/05/2017.

Competition print campaign ideas

For the competition advertising we are wanting to do a print campaign. 

These quick sketches play on the idea of a collaged print image which played on the desire and temptations of going global with your business. Showing a collaged image of certain places you could go, tempts the viewer to take that next step.

 We also thought about having short sayings or key word on a poster or print campaign which played on the temptation on questioning what if? We could include phrases like be bold, think big, looking forward? etc.

This image was in our moodboard from week 7's presentation. We liked the vibrant colours and sharpness from the photography. We thought we could create our visual campaign of the idea of "take your business to ...." and playing wit the seduction and temptation of finally being able to go globally with your business with the help from nexus. (image was retrieved from pinterest.com)

We found this comedy festival booklet and we thought that we could play with the boldness and confidence like this booklet. We could be bold because nexus has the money and resources to back up what they say.

Mockups

These were very quick mockups on the temptation of going global idea. I like the cut out style of the imagery (empire state building, etc). These much ups were just to see if the photographic style worked with our colour palette and bold type. These mockups and nowhere near completed and still require work.

-Erin

Visual Examples (looking forward)

Here is some inspiration that we could work into nexus's visual style. 

Retrieved from designspiration.net

This could work if we made this either an 'x' or 'n' on a larger/ abstract scale. This type of visual style would have to come after the introductory launch of nexus (when people are from familiar with the style of the brand) or have a small nexus logo/ name on the page.

This could be interesting if we made the white space resemble a 'n' or 'x'. We could use something like this as the logo symbol and recreate larger scale images with just the symbol on it, representing nexus.

One thing that Mark mentioned was making sure that everything matches and it all looks apart of the same thing. We could incorporate physical elements to either our nexus hub or around the city as advertising which relate to our visual style. This block letter would work perfectly.

We can't to incorporate single letters of symbols into our visual style, especially in our adverting/ visual campaign. We like the idea of having one symbol of letter representing the brand and then backing it up with by having 'nexus' somewhere on the page too but smaller and less important.

This example could be some sort of exhibition or street art that we do. Having the same or similar visual style of everything we advertise/ show to our users will create a relationship between them all and linking them back to the brand identity. (This would be similar to the orange glass we would possibly have in the nexus hub.)

Retrieved from https://www.erretres.com

This site has lots of different iterations of their brand but it flows really well and it all looks like the are apart of the same thing.

We like how the plus if the only indication/ text on the page but it still relates back to a bigger brand identity. this is what we want to achieve with nexus.

We will play around with different imagery and having nexus at the bottom of the page to link it all back to the brand.

We like the symbols and shapes created which relate back to the brand.

Because we need to be bold verbally we need to thin of words or phrases which relate to what we are trying to say, sell, etc. Like this example the word of phrase will need to relate back to the brand's visual style.

This example could work in our nexus hub space. We will need to incorporate our visual style into our physical spaces too. 

Visual style as a print medium. We like the photographic style and contrasting it with a verbal (font-heavy) style. We will need to incorporate the brands visual style in too.

Retrieved form http://www.pentagram.com/#/projects/136684

This site has created different styles of the same thing. It looks really successful because even though they are all different, they connect and relate back to the initial styling/ bran identity. Theses what we want to achieve with nexus. We could possibly create the same patterns by using the 'x' or the 'n' of nexus.

eg. xxxxxxxxxxxxxxxxxxxx or nnnnnnnnnnnnnnnnnnn in different fonts and tracking (VA)

-Erin

Adaptable identity symbols

Exploring how symblos can be used in the logo and through out campaings to represent our brand.


Examples:

Logo concepts
Birds
lightening
Arrows
Play

-Tess

Bold typographic inspo.

After feedback from week seven we have been looking into using typography with a more punchy visual language such as this.

-Tess

Feedback from pin up

After presenting our print outs we had a chat to the lectures and received feedback. 

Our feedback was;

The style (moodboard) we presented represents 'cool, bold, future, attitude, punchy' but our work didn't reflect that.

What do we want to show

• trust 
• experience
• 'i want a piece of it'
• 'it's us' - we are personal and comforting
• Think about the long term game - how can the brand evolve as it is introduced in nz, before-during-after
• A punchy attitude

• what is the underlying message? why?

Look at adaptable symbols which could be used as an identity: 

• bird 'giving them wings'
• catapult- 'its only possible to launch with at&t'

• needs to be bold verbally - language 
• looks too young -  needs to be more sophisticated - more punchy
• need a submission page for competition
• print campaign 

Thinking about the bussiness hub

• orange glass is fun
• how do you show nexus in the space?
• where is it?
• what is the benefit for at&t?
• Can see the space being really crazy and cool

Week 7 pin up

For this pin up, we played with the visual style of nexus. We wanted to include more colours and make it look and feel fun and bold.