• Award$450
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  • Creatives10

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LET ME TELL YOU ABOUT US:

We have developed a new media social network product that enables peers to send electronic credits to one another to redeem a beverage in a real store (i.e., bar, club, coffee shop). The original elevator speech for the idea was: People would go online and purchase the "next round" of beverages for their friends around the world. The friend would receive an SMS message with a code that (s)he could show to the bartender/barista. The bartender could (if their bar is also registered) transfer the code into the bar's account and receive electronic payment for the beverage. The business would collect a small percentage of each transaction and offer advertising opportunities. We designed the original implementation of the site under the brand name beertopeer.com. While the technical development has delivered the desired functionality, we have come to believe that a broader brand will best serve our customers and our business model. The new brand is likwiditi.com.

HERE IS WHAT WE NEED:

We want a new design and logo that will replace the existing site and logo concept. We did not design the look and feel of the existing site and focused our efforts on the features and functions. The core pages of the site include the initial landing page which is where customers purchase beverages for one another. It has a limited graphical explanation (left side of page) and the application for purchasing beverages (right side of page). We would like an entirely new look and feel that presents the attributes of the brand image while retaining room for the core functionality needed (navigation to other pages, product selections). The new look and feel should be able to be applied to subsequent pages (order confirmation, order thank you page, news, help, login, redeem, beverage establishments, and search shops). The new look and feel should account for the interests and tastes of a broad customer base (see next section). The redesign of the look and feel should also result in a logo that can be used in other marketing communications roles (t-shirts, mugs, etc.)The brand is supposed to be fun, evoking feelings of friendship, comradeship, and nostalgia. Seeing it should make you want to contact your best friends from college and sending them a drink because you cannot be together on New Years Eve. The brand should also be dependable, secure, and trustworthy, like sending a gift certificate or gift card through the convenience of email and SMS.

OUR TARGET AUDIENCE IS:

Consumers between the ages of 8 and 65, male and female. Children and teenagers can buy each other smoothies or other age appropriate beverages, Adults can purchase the full range of beverages including coffee-based and alcoholic beverages. The brand must be interesting enough to appeal to everyone from first generation immigrant Generation Y urban teens in New York to frat boys at Texas A&M to steel workers in Boston to young professionals starting their careers in Chicago. For instance, Google.com, Amazon.com, Facebook.com, and Ebay.com have broadly appealing, general logos and brand experiences.

WE LIKE THESE DESIGNS:

Simple designs like google.com, ning.com, and hi5.com best demonstrate the uncluttered look we feel the site should have. While we have no preconceived notion on what font, color, or style will be best, it might be interesting to see concepts that turn allow the letters of the logo/brand to behave like drinking glasses (transparent with a blue likwid inside?). The Wii font is interesting (http://us.wii.com/)

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

1. A logo.

2. A new website layout/design to be applied across our website.

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