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LET ME TELL YOU ABOUT US:

Scoopal (www.scoopal.ca) is a local search platform for urbanites to rapidly evaluate and share local businesses based on reputation, social significance, and geography.

Scoopal is a targeted online advertising platform that amplifies word-of-mouth advertising with measurable results for the independent local business owner who builds their business on reputation.

The creative execution should not take itself too seriously, but must still remain sophisticated. The target consumer is highly educated and has quite refined tastes; they want a clean and simple interface to navigate through and enjoy contemporary and minimalist aesthetics.

The visual branding should also be simple.

Brand Personality

Scoopal is youthful, exciting and a highly refined brand. It is design conscious, and is about expertise and social-networks. It must resonate with the widest group of people possible for the crowd sourcing to work. Some brand descriptors:

Fun

Dig

Cool

Mass

Opinion

Trust

Expert

Social

Reviews

Relevant

Merchant

For Me

Local

Rolodex

Community

Inspire

Love

Discover

Consumer

Advocacy

Transparency

Sharing

Crowd Sourcing

Vibrant

If the Scoopal was a Human...

Scoopal is a senior brand manager with a consumer packaged goods company. He lives in midtown Toronto, in a turn of the century home with his wife. Married for 2-years, they have two young children. Scoopal is known by his friends and family as:

Creative and incredibly fashionable in an understated manner.

Responsible and sincere.

Kind and genuine.

Trendy and very much in the know.

Has a witty and irreverent sense of humour.

A great chef that is always trying something new.

HERE IS WHAT WE NEED:

Brand Icon:

The development of a simple brand icon is paramount. The execution must be simple enough to be easily adapted in a complete array of various visual representations and physical manifestations at a minimum cost. (i.e., it must be simple to turn into a promotional trinkets-and-trash item to be distributed at mass as well as be able to be visually striking enough for identification in print advertisement).

Icon must lend itself to being displayed vertically or horizontally.

Delivered as a vector (.AI and EPS) along with Photoshop version.

Multi Colour and B&W versions must be supplied. The supplying of an additional one colour version would be appreciated.

Colours:

Primary, secondary, and tertiary colours should be chosen for the brand and communication elements. Delivered with pantone equivalent colours.

Font:

Primary, secondary, and tertiary fonts should be recommended for the brand and communication elements.

OUR TARGET AUDIENCE IS:

Scoopal as a brand must appeal to a very broad consumer base in order for the fundamental crowd sourcing to work. However, the consumer target market identifies the most likely user of the Scoopal service.

Scoopal's target market is the 'urbanite'. The urbanite is a young, educated, and socially conscious urban professional and affluent consumer with an optimistic outlook on life.

Aged, 22-36

Live in major urban centres

WE LIKE THESE DESIGNS:

Digg.com - We like the crisp lines, unique and readable font, its consistency and flexibility. Their brands is very flexible, as their text brand or digger symbol can be together or separate.

Mediatemple.net - Once again we like the crisp and readable font - works with flat colours or gradients, etc. We like that they have a symbol and logo in one - once again flexibility is paramount.

BlackBerry - http://images.google.ca/images?um=1&hl=e...

A very clean and flexible brand that appeals to the masses. Once again, a combination of a symbol and text.

CrowdSpring - A very flexible logo, that is a combination of a text and a symbol - both which can exist without each other and still communicate the brand.

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

Brand Icon: It MUST be a combination of text and a symbol - both of which must be able to communicate the brand together or independent of each other.

Colours:

Delivered with pantone equivalent colours.

Materials

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