Dollar Dealer - Character/Illustration Design
a illustration project by louisesimkin

Creative brief

The buyer added updates to the brief. Read them.

LET ME TELL YOU ABOUT US:

We are a company that has a strong legacy in the New Zealand market, however, present day we have a reputation for being innovative, fresh and exciting. We try to deliver everything we present to market with ‘spark’, doing things a little bit differently and treating our customers as if they are guests in our own homes. Our employees are passionate about our business and we are active promoters of the Company and it’s product offerings.

We sell a number of ancillary products such as, accommodation, sightseeing activities, rental cars/campervans, travel insurance, and other holiday add-ons.
One of our most successful add-on’s we use to promote holiday packages are called Dollar Deals.


HERE IS WHAT WE NEED:

The challenge is to come up with a character that we can use as a profile picture (avatar) on Twitter: ‘the Dollar Dealer’. The Dollar Dealer will tweet about promotions of dollar deals. Every day he will do crazy deals for a dollar.
He will also engage in a cheeky and familiar communication style with consumers to ask them what they want for a dollar. The Dollar Dealer will have a personality much like a barterer or a salesman (e.g. “Why don’t you send me a dollar offer for a holidays add-on and I’ll see what I can do”, “You won’t get another offer like this one, take it or leave it mate”). His tone of voice will be that of a negotiator but with a few Kiwi-like adlibs.
The Dollar Dealer may also hold auctions with starting bids at $1, he may also Re-Tweet other deals that start at a dollar,
We want him to have a bit of a laid back look and feel, i.e., not in a suit, more a casual traveller / dealer.
We will most probably only use this character on the Twitter website and potentially further web uses if we decide to use other platforms to promote the Dollar Dealer.


OUR TARGET AUDIENCE IS:

Our target audience is the leisure travel market purchased from New Zealand.
Dollar (travel) deals are not offered by any other competitor and are unique to our business. Our employees are also a key point of difference for our business.


WE LIKE THESE DESIGNS:

We like designs that are fresh, modern and communicate our unique / relaxed and can-do personality.
As an example, we like the colour and professional look of the twitter character Airpoints Fairy (@airpointsfairy) however we would like our Dollar Dealer to exude a little more personality and have a bit of a Kiwi demeanour. (This doesn’t mean he needs to fit any stereotypes of sheep farmers though :)). We quite like the idea of having the character leaning against a $ sign or an NZ $1 coin or similar – even using the attached dollar logo we have used in recent campaigns would be great – this is really to make sure we’re getting across the value of dollar deals.


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

We don’t want to be prescriptive in terms of colours however, it may be useful to note that our primary colours are lime green and orange. It would be useful if the Dollar Dealer had a 'vacation' type look.