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Creative Brief

Who are you?

We are a small family-owned entity and we are new to the world of retail. However, we have decided to open a retail store in West Hollywood called Dragon's Den Games. We're passionate about gaming, and our store will primarily sell Games Workshop products known as Warhammer and Warhammer 40,000. Warhammer and Warhammer 40,000 are tabletop minature strategy games that pit opposing armies against each other. These armies are constructed and painted by the players. It's a hobby and a passion. The only place to really play this game is at a hobby store. We will also carry other games, such as board games, Alliance, and Privateer Press. Our "store" will be located inside an already-existing retail business called Meltdown Comics. So we need a really cool logo to set ourselves apart from everything else going on in the store. By the way, we love dragons, and we think the dragon design works really well with the type of gaming. We want to use the logo for t-shirts and other marketing. Our place is a place to hang out and play; it's a destination and a retail store.

What do you need?

Because of our small budget, we want a great logo of a dragon with a large letter "D". We want the logo to be synonymous with our gaming business (i.e., the mermaid logo for Starbucks). Down the road, when we have more money, we would like to make t-shirts, wristbands, hats, etc. We don't want a scary logo that would frighten children or give parents the wrong impression.

Who Is Your Audience?

Our audience is primarily male, ages 9/10 and up. The dominant market would probably be teenagers but there are people in their twenties and thirties who are avid Warhammer gamers. Also, there are some father/son players. We want to impress upon them that this IS the place to "hang out". We want them to look at the logo and say, "Oh! Dragon's Den, that looks interesting/fun. Let's go in." We want it to sound like a fantastic adventure into the world of games. Not like a Toys R Us. We'll have gaming tournaments and painting clinics and "how-to-play" sessions on a regular basis. In short, it would be a cool, safe place to hang out. Both children and parents would like it.


We Like These Examples

We like this example: http://www.gosfordhobbies.com.au/shop/im...
But not in those colors.

We Absolutely Must Have

We NEED a dragon. We also want the name of the store. It is spelled this way: Dragon's Den Games. We want it in color. The colors we like are reds, greens, yellows. We'd like the lettering to be somehow stylized. We want the dragon to be cool-looking but not goofy nor scary. A Renaissance dragon would be ideal.



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