identity for new marketing intelligence & research consulting business
a logo and stationery project by in2fuse

Creative brief

The buyer added updates to the brief. Read them.

LET ME TELL YOU ABOUT US:

Fuse strategic research - brings a fresh, holistic ‘big picture’ perspective to the provision of market intelligence, research & strategy advice.

Our focus is enabling businesses to optimise strategic & marketing decision making …integrated market intelligence & insight to provide clarity, create value & inspire success

Understanding the decisions our clients need to make, we help them to
• Clarify & focus market intelligence & information needs (about customers, markets, brands, competitors etc)
• Analyse existing market intelligence/knowledge & identify any gaps
• Source additional market intelligence to fill identified gaps (through primary market research & secondary intelligence gathering)
• Synthesise & analyse market intelligence & distil key insights
• Provide strategic guidance & market evidence to support decision making

fuse (defn – to join, become united or blend together - as if by melting)
 bringing a holistic perspective & strategic focus to market intelligence, research & analysis
 integrating marketing intelligence from multiple sources – both existing internal data, market information & new research
 integrating clients’ business & industry knowledge + our expertise & experience


HERE IS WHAT WE NEED:

A brand identity, imagery, logo & style guidelines for a new professional services business - key deliverables
• brand identity look, feel & visual representation (brand mark, or logo)
• style guide, including
o a colour palette set – must suit/work well in PowerPoint
o primary and secondary type faces
o brand guidelines
• business card, letterhead design



OUR TARGET AUDIENCE IS:

Our services are targeted to business decision makers involved in marketing, market research & market intelligence decision making in their organisation

What makes us different?
 Holistic business & strategy focus - ‘big picture’ orientation.
 Integrated intelligence, research & strategy
 Commitment to client relationships & creating value

Our Personality
• Intelligent & insightful
• Innovative & forward thinking
• Trusted
• Inspiring
• Empathetic
• Flexible
• Authentic

Critical elements for brand mark to convey
• Clarity of focus & direction
• Holistic, ‘big picture’ perspective
• Fresh, but with longevity
• Professional, experienced, knowledgeable
• Modern, open to new thinking & approaches, in tune with new developments & trends
• Flexible, adaptable, innovative, creative
• Reliable, dependable, trusted advisor
• Enthusiasm & passion
• Clear & engaging communication



WE LIKE THESE DESIGNS:

Other businesses in the industry whose identity/imagery we like:
http://www.zebra-research.com.au/
http://www.jigsawresearch.com.au/

Other brand identities, logos & imagery we like
http://www.flickr.com/photos/chadmueller/228440...
http://logofaves.com/2008/11/jivespace/
http://www.flickr.com/photos/chadmueller/228518...
http://logofaves.com/2009/06/version2/
http://www.1degree.com.au



WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

The brand mark will be used across all communications – in the main, these are electronic (website, PowerPoint presentation documents, word documents, email, blog etc), but also for a business card and to be used for other printed materials as required - it must
o Work in various sizes – from business card (small), to PowerPoint screen show (large)
o Print well in black & white (many documents with the image are printed, often in small size)
o Be reversible (or alternate version) to enable use on different coloured backgrounds – black, white, colour etc (eg powerpoint)
o Work well online with different resolutions - for website, blog, email etc

Files in all required formats (including CMYK tiff for print (eg. Word docs), CMYK eps vector file, PNG, RGB jpeg for web and Powerpoint, Small RGB Jpeg for email footer, Black & White version for single colour branding)

Our ideas & initial thoughts...
• We like red, black & yellow as colours – but we are open to alternatives
• Probably one main colour & one other
• ‘Fuse’ as the focus of the name, with ‘strategic research’ secondary (perhaps underneath & smaller?) & possibly include ‘+’ in ‘strategic research+’