Brand Management
Case study for my role and impact as Maravia Raft's in-house Brand Manager/Art Director & Graphic Designer
Standards & Identity
Standardized, updated/built, managed a cohesive and consistent brand.
Structured branding standards had never been established in the nearly 50 years of doing business.
In order to increase growth, utilize current marketing strategies, and appeal to a larger target audience, proper branding and design systems needed to be established.
I started with the company’s core values, reputation, history, goals, and desired identity going forward.
Keywords: Fun, Friendly, Approachable, Reliable, Innovative, Sleek, Refreshing, Premium, Experts
Identity Color
Past branding lacked color based on a color system, limiting the ability to be consistent. An update was necessary to achieve a more modern fresh feel.
PANTONE 315 C
PANTONE 315 C
RGB 0, 103, 127
HEX #00677F
PANTONE 375 C
PANTONE 315 C
RGB 151, 215, 0
HEX #97D700
GRADIENT
GRADIENT
Typography
NEUzeit grotesk extcond black
Geometos rounded
open sans
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse.
Applied Identity
Targeted sales guides
Pain Point
Only one printed sales resource for two different target audiences, private buyers and commercial guides or outfitters. Past versions were for the current year and need to be redesigned, proofed and reprinted every year. This causing large annual printing costs and unnecessary design time.
Key Solution Needs
- Separate printed and digital resource that focus on specific selling points for the different types of customers.
- Needs to fit in with existing promotional materials
- Versatile to distribute in different setting such as store fronts, trade shows, and one-on-one sales visits.
Solution
A branded sales guide for the private buyer appealing to target demographics. Highlighting specific selling points for the private rafting experience. This guide will be presented in dealerships as a point of contact and buying reference.
A separate branded sales guide for the commercial buyer laying out specific benefits and options available for industry needs. This guide will serve as a sales tool at trade shows and with company inquiries as a reference to relevant industry options and what sets Maravia apart from competitors
Both guides will be an optimal size to carry and stow in company pocket folders. Both will be void of specific year references so that they can be used for more than one year. Digital version will be available for quick access and sharing.
Private Sales Guide
Guides & Outfitters Sales Guide
Branded Design System solutions
Pain Point
Organizing and delivering large amounts of information to customers, dealers, and stakeholders. False duplicate files being created and taking up storage space.
Key Solution Needs
- Quick, concise, and digestible delivery of boat specs
- Standard consistent layout for all models (past solutions were makeshift and lacked consistency with any branding.)
- A quick and efficient way to edit, and manage information as boat models are created, evolve, or change.
- A way to share and update PDF files to reduce false duplicates in turn freeing-up company hard drive server space.
- Printed quick reference for the manufacturing production floor
Solution
Web optimized, printable spec sheets that utilize simple and clean on-brand info graphics that display specific information for clear communication of details.
In order to maintain speedy changes and creation of new models, these were built with Adobe InDesign’s data merge feature. This uses spread sheets to dynamically and automatically present the specs and images.
PDF files are placed on cloud storage which provides linkable accessibility for customer inquiries and to share on company/dealer websites. When a change is made the cloud file is saved over, cascading the changes and keeping all instances up-to-date.
Boat Spec Sheets
