CASE STUDY

LAURA CORTES

2012

Showcase Modern and Contemporary art of virtually every media – from 3d sculptures, paintings, and digital media.

Use the latest technology to interact, give history and invite commentary for each piece.

The projects will focus on everything from “Modern WestCoast architecture” to “interactive display technologies”, all local.

PROJECT OUTLINE

Situated in Gastown

Temporary Exhibitions

Display Digital Art

Canadian Artists

MISSION

TARGET AUDIENCE

Design lovers (18 - 60 yrs old)1.

2. Residents of Vancouver

Thomas White32 years oldIndustral designerToronto

“My work is my life.I travel every time I can to get inspiration from different places and I always want to see something new and unique.”

PRIMARY PERSONA

Morris Family John 40 yTiffany 37 yJane 10 y

Vancouverites

“We love being together and spend a “free” day doing cultural activities. We are all always looking for new and interesting things to do.”

SECONDARY PERSO-

WHAT WE WANT THE VISITORS TO DO?

· Come often

· Talk about the shows

· Interact with our displays

· Families to think this is a cool thing to do on a “free” day

Modern and confortable space with a lounge area for people to read and work on their laptops with free internet access.

1.

2. Children special programs and activities for the whole family, on weekends and holidays, where people can experiment and learn about art and get to know the different medias.

HOW TO ATTRACT THE AUDIENCE

OPPORTUNITY

· Only art gallery in Vancouver that only showcases digital art

· Temporary exhibitions

· Displays will use the latest technology to interact, give

history and invite commentary for each piece

Create a gallery where people can:

· receive and contribute

· customize experience

· save and share the experience

· share and comment on pieces

· see other people impressions

OBJECTIVE

social + customizable

STRATEGY AND POSITIONING

YOUR FEATURES

Interactive and responsiveExists in the real world, 3d space – depth and volume – something you can touch and interact withHas a visual, audio and touch componentIt’s not static – motion

VISITORS’ BENEFITS

Provides a social and interactive experienceAccess to the digital and online world inside the galleryA space to relax and enjoy alone or with the familyA learning experience that will enrich the visitors’ knowledgeA place in continuous change providing something new every timeA new experience in every visit

CUSTOMER REWARDS

I learn something new in every visitI feel comfortableI feel relaxedI feel informed and in knowI feel cultivated and I want to share my experience with everyoneI feel among interesting people and I feel I can share my knowledge in real time through social networksI feel part of the interactive and digital world

CORE BRAND VALUES

A. List eight to ten potential brand values. 1. Unique 2. Interactive 3. Local 4. High tech 5. Rewarding 6. Social 7. Friendly 8. Passionate 9. High quality 10. Inviting

1. Core value: Unique

2. Core value: Interactive

3. Core value: Local

4. Core value: Social

CORE BRAND MESSAGE

A. Why should your brand exist? 3.0 is more than an art gallery. It’s a full experience for the visitors enjoy alone, with family or friends, and later share with the world. 3.0 will change the visitors’ perception of art galleries and the way people can see and interact with art. It will also provide a unique experience in the Vancouver area, that cannot be find anywhere else. 3.0 is the gallery of the future.

B. How is/how would you like your brand perceived in the marketplace?

The name 3.0 was not randomly chose. The meaning relates to the expression Web 3.0.

Web 1.0 is understood as a library. You can use it as a source of information, but you can’t contribute to or change the information in any way. Web 2.0 is more like a big group of friends and acquaintances. You can still use it to receive information, but you also contribute to the conversation and make it a richer experience. Many experts believe that Web 3.0 browser will act like a personal assistant. As you search the Web, the browser learns what you are interested in. The more you use the Web, the more your browser learns about you and the less specific you’ll need to be with your questions.

3.0 Art Gallery will be perceived in the marketplace exactly the same way. Visiting an art gallery will cease to be something that is a one way experience, where the visitor only stares at the art piece. Instead it will be something that the visitor can interact with and provide feedback on real time (Facebook comments, Twitter posts, and other social networks platforms).

C. List five perceptions of your brand in the marketplace versus the reality.

Perception Reality1. Too complex User friendly

2. Has an expensive cost Cheap cost – new media is getting cheaper than traditional media (eg. print books vs. ebooks)

3. Not for kids Especially designed for a curious and interactive audience.

4. A place just to visit once. A place in constant change, to visit every month.

5. A place without a lounging A place to be and work and meet new people. space and social area.

D. Are there any cultural trends that your brand can leverage?1. Navigating the new normal2. Reengineering randomness3. Screened Interactions

http://www.slideshare.net/jwtintelligence/jwt-10-trends-for-2012-executive-summary

E. What is your core brand message or your big idea for your brand?

The Art Gallery of the future.

G. Who is the core target for this message?

Design Savvy.

H. What makes this message relevant to that target?

Visiting an art gallery and even a museum can be something boring. The future is unknown, and the unknown is something exciting.

I. What are the key support points that make your message believable to your target?Latest technology, access to internet and in-space kiosks to provide instant feedback.

J. Is your message safe in the marketplace, and hard for a competitor to copy? Why? There is nothing like this in Vancouver. The only true competitor would be the Contemporary Art Gallery in Vancouver.Their website is really strong but their approach is the traditional framework on a white wall.The 3.0 gallery will display all the art pieces in the 3d space where visitors can navigate around it and interact with it.

K. What impression do you want your various audiences to take away from your core brand message? Finally I can go to an art gallery and find a place where I want to come back as much as possible and experience something worthy sharing in my Facebook page.

L. If you’re a people-oriented company, is your core message people oriented? 3.0 is a people-oriented company and the message is too provide an experience form the future that will stay in people’s mind.

BRAND PERSONALITY

A. Answer the following questions about your brand.1. Is your brand neither female or male2. Is your brand young3. Is your brand mainstream4. Is your brand global

B. List eight to ten potential brand personality traits.1. Smart2. In the know3. Fashionable4. Stylish5. Tech savvy6. Interactive7. Modern8. User friendly

C. Now write down the four or five personality traits that you’ve arrived at for your company.

1. Personality trait: Tech Savvy

2. Personality trait: Interactive 3. Personality trait: Modern

4. Personality trait: User friendly

5. Personality trait: In the know

BRAND PYRAMID

BIG IDEA

PERSONALITY

VALUES

REWARDS/BENEFITS

TANGIBLE FEATURES

the art gallery of the future

Provides a social and interactive experienceAccess to the digital and online world inside the galleryA space to relax and enjoy alone or with the familyA learning experience that will enrich the visitors’ knowledgeA place in continuous change providing something new every timeA new experience in every visit

Interactive and responsiveExists in the real world, 3d space – depth and volume – something you can touch and interact withHas a visual, audio and touch componentIt’s not static – motion

1. Smart2. In the know3. Fashionable4. Stylish

1. Unique2. Interactive3. Local4. High tech5. Rewarding

5. Tech savvy6. Interactive7. Modern8. User friendly

6. Social7. Friendly8. Passionate9. High quality10. Inviting

COMPETITIVE ANALYSIS

VANCOUVER ART GALLERY · VANCOUVER

Classic . Traditional

Modern style . Clean

GUGGENHEIM BILBAO

Consistent image . Classic style

MET NEW YORK

Industrial (iron, glass) . Colourful and funny

POMPIDOU PARIS

Contemporay . Traditional newspaper style

SERPENTINE GALLERY LONDON

Innovative . Heterogeneous

TATE MODERN LONDON

STRENGHTS:

Modern style and contemporary.

Goes along with the target audience life style.

WEAKNESSES:

In a second research I found that the posters for the different exhibitions were really different from each other.

The museum doesn’t really have a transversal image.

STRENGHTS:

Classic image and traditional approach.

Cohesive use of the brand in all platforms.

WEAKNESSES:

Boring image.Too traditional and classic. The museum lives from its reputation and doesn’t try to update its image.

GUGGENHEIM BILBAO

MET NEW YORK

COMPETITORS AUDIT

STRENGHTS:

Consistent style and really good use of colour and typography.

It attracts different publics and it’s heterogeneous enough with being inconsistent.

WEAKNESSES:

The website doesn’t work and uses a terrible pink as a background colour.

That colour isn’t found anywhere else besides the website.

STRENGHTS:

From all the famous museums in the world, Serpentine gallery is the only that exhists and presents itself as a gallery and not a museum.

It has a really clean style and communication is the most important thing.

WEAKNESSES:

It is a gallery for the elite.The image is too clean and too simple and it is not directed for a larger target audience.

POMPIDOU PARIS

SERPENTINE GALLERYLONDON

STRENGHTS:

Really good branding and marketing strategy.All touch points have the same look and feel.The typography is always the same.

WEAKNESSES:

In some materials or places the wordmark doesn’t work that well and tends to diappear.

TATELONDON

ART DIRECTION

MINIMAL . DIGITAL .

Minimal MinimalMinimal MinimalMinimal Minimal

CLEAN . VOLUME .

volumevolume volume

GEOMETRIC . VINTAGE .

geometric geometricgeometric geometr ic

Vancouver Interactive Gallery

3.0 WEB 1.0 WEB 2.0 WEB 3.0

Library Group of friends

Personal assistant

NAME AND RATIONALE

TAGLINE

A NEW WAY OF EXPERIENCING ART

SKETCHES

EXPERIENCES

EXPERIENCES

FINAL LOGO

45°

xx

x

x.5

x

x

SYMBOL

PANTONE 3262 C

PANTONE 3255C PANTONE 1575CPANTONE 322C PANTONE 1805C

PANTONE 179 C

CMYK: 70,0,33,0

CMYK: 49, 0, 28, 0 CMYK: 0, 45, 72, 0CMYK: 100, 0, 33, 35 CMYK: 0, 91, 100, 23

CMYK: 0, 78, 98, 0

RGB: 34, 88, 185

RGB: 126, 205, 195 RGB: 248, 158, 89RGB: 0, 123, 133 RGB: 191, 49, 26

RGB: 241, 94, 36

#22BCB9

#7ECDC3 #F89E59#007B85 #BF311A

#F15E24

COLOUR SCHEME

3.0VANCOUVER INTERACTIVE GALLERY

beast machines Josefin Sans

TYPE

ASSETS

1234 Company AddressCity, State, Country

Postal Code

332 Water StreetVancouverBC V6B 1B6(604) 683-5650

420 Haro Street . VancouverBC, Canada . BC V6B 1L2

Laura Cortes

Creative Director

dd23laura@cfs.com

Tel. 123-456-6789

www.3point0.ca

facebook/3point0

facebook/3point03point0.ca

STAFF MAN

STAFF WOMAN

ARTIST 1

MR WHITEMR PINK MR BLACK

SURFACE

ARTIST 2

MICHELE

BLACK VAN

TO BE CONTINUED...