2017 Campaign Style Guide - tmgcreative.com · people, evoke an emotional response and don’t...

2017 Campaign Style Guide

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OBJECTIVE

To define, display and ensure the proper use of brand graphic elements, photography style and voice for the 2017 TRACKER marketing campaign.

MEET TRACKER

TRACKER Boats is a member of Bass Pro Group and White River Marine Group™, the world’s largest boat builder by volume. TRACKER makes the best-selling fishing boats in America. TRACKER boats are recognized for superior quality by their owners and within the industry, and each boat is backed by The TRACKER Promise—the best factory warranty in aluminum boats. With models specializing in bass, multi-species and family fun, every TRACKER is built to make lasting memories for generations to come.

It’s more than a boat. It’s a TRACKER.

TRACKER®

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GRAPHIC ELEMENTS

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MOOD BOARDOBJECTIVE

The purpose of the mood board is to highlight the 2017 TRACKER® brand graphic elements. It is for internal use only and not meant for customer-facing use or display.

2017 TRACKER creative executions will always include these core elements.

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GRAPHIC ELEMENTSOBJECTIVE

To define and ensure proper usage of 2017 TRACKER® brand graphic elements

ELEMENTS

1. Red Bar2. Background3. Typography4. Multiplied Woodgrain5. Brand Logo

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2

3

3

5

4

2017 TRACKER creative executions will always include these core elements.

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OBJECTIVE

To define and ensure proper usage of 2017 TRACKER® brand graphic elements

ELEMENTS

1. Red Bar

The red bar nods to the red line of the TRACKER logo itself and provides strong, striking color. It is a highly visible container that houses important information. It can be used horizontally or vertically and can highlight a multiplied lifestyle image.

The value of the woodgrain and image can be adjusted. It should always contain a wood plank texture. The red bar should also be bordered by a solid, TRACKER red or white stroke on the side non-bleeding edge.

GRAPHIC ELEMENTS RED BAR

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2017 TRACKER creative executions will always include these core elements.

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OBJECTIVE

To define and ensure proper usage of 2017 TRACKER® brand graphic elements

ELEMENTS

1. Red Bar (lifestyle image)

The lifestyle image is made with three copies of the photo. All three have a color overlay of C:24 M:100 Y:100 K:24 set to multiply. The top copy should have the blend mode set to Luminosity and Opacity to ~25%. The middle copy should have the blend mode set to Linear Light and Opacity to ~40%. The bottom copy should have the blend mode set to Hard Light and Opacity to ~45%.

GRAPHIC ELEMENTS RED BAR

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2017 TRACKER creative executions will always include these core elements.

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OBJECTIVE

To define and ensure proper usage of 2017 TRACKER® brand graphic elements

ELEMENTS

2. Background The main image should be full-bleed and feature a beauty shot that shows most, if not all, of the boat. It should include talent that is interacting and enjoying each other’s company.

GRAPHIC ELEMENTS BACKGROUND

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2017 TRACKER creative executions will always include these core elements.

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OBJECTIVE

To define and ensure proper usage of 2017 TRACKER® brand graphic elements

ELEMENTS

3. Typography

The headline font captures the TRACKER brand personality. Its square letterforms speak to quality and strength while staying versatile and modern. Headlines should be two lines, with one line emphasized more to create a hierarchy with contrast. The body copy font is classic and captures the heritage of the TRACKER brand.

HEADLINE: BigNoodleTitling

BODY COPY: Minion Pro

Copy should always appear in black or white.

GRAPHIC ELEMENTS TYPOGRAPHY

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3

2017 TRACKER creative executions will always include these core elements.

C 0M 0Y 0K 0

C 0M 0Y 0K 100

R 255G 255B 255

R 0G 0B 0

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OBJECTIVE

To define and ensure proper usage of 2017 TRACKER® brand graphic elements

ELEMENTS

4. Multiplied Woodgrain

A dark gray transparency bar with a wood texture is used to create a clear space for the headline.

The headline copy should always be presented within this element.

The multiplied woodgrain should fade on the opposite side from the headline.

GRAPHIC ELEMENTS MULTIPLIED WOODGRAIN

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2017 TRACKER creative executions will always include these core elements.

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OBJECTIVE

To define and ensure proper usage of 2017 TRACKER® brand graphic elements

ELEMENTS

5. Brand Logo

The brand logo should be prominent and easily seen on the page.

GRAPHIC ELEMENTS BRAND LOGO

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2017 TRACKER creative executions will always include these core elements.

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GRAPHIC ELEMENTS SUMMARYCOLOR PALETTE

C 0M 100Y 9 1K 0

R 237G 27B 45

C 24M 100Y 100K 22

R 158G 4B 18

C 0M 0Y 0K 0

R 255G 255B 255

C 0M 0Y 0K 100

R 0G 0B 0

2017 TRACKER creative executions will always include these core elements.

FONTS

BigNoodleTitling (Headlines)

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Minion Pro (Body)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

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PHOTOGRAPHY

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PHOTOGRAPHY

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OBJECTIVE

To define and display correct photography for the 2017 TRACKER® campaign

STYLE

1. Product Beauty2. Lifestyle

The U.S. market has a wide variety of ethnic diversity, with a dynamic growth pattern among ethnic groups. As a brand that strives to attract those from all ethnic backgrounds, we must acknowledge our understanding of diversity and reflect this in our imagery selections for creative executions.

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All 2017 TRACKER creative executions must follow the photography style standards set forth in this guide.

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OBJECTIVE

To define and display correct photography for the 2017 TRACKER® campaign

STYLE

1. Product Beauty

Product beauty photography shows that the boat is durable and offers an amazing time on the water. Running shots do the same by showing that the boat is smooth, dry riding and dependable. Fishing shots highlight memorable days on the water with family and friends.

PHOTOGRAPHY PRODUCT BEAUTY

All 2017 TRACKER creative executions must follow the photography style standards set forth in this guide.

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PRODUCT BEAUTYDO DON’T

This shot features two anglers enjoying real fishing in an exciting environment. They trust their TRACKER® for a great time of creating lasting memories on the water.

This shot shows the boat on plane, running on the pad, no spray blocking the “TRACKER” logo. This is the ideal Mod-V running shot.

The shot does not show off the boat, and the people look bored and are not interacting with each other.

The shot shows no excitement or action, and there is no interaction between the anglers—who are also not smiling.

All 2017 TRACKER creative executions must follow the photography style standards set forth in this guide.

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PHOTOGRAPHY LIFESTYLEOBJECTIVE

To define and display correct photography for the 2017 TRACKER® campaign

STYLE

2. Lifestyle

Scenes of fishing, often with family, highlight TRACKER boats’ status as a boat that becomes part of a family’s heritage. These shots also show the boat in action as a place for not only fishing fun, but also making memories with friends and family. Talent should have smiling faces, be engaged in the activity and interacting with one another. Lifestyles are tighter shots that focus on the people, evoke an emotional response and don’t usually show the entire boat.

All 2017 TRACKER creative executions must follow the photography style standards set forth in this guide.

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LIFESTYLEDO DON’T

This scene shows geniune, joyful interaction between father and son. You can feel the emotional connection between them, making for a great time.

This scene shows the driver and passenger comfortable and secure in a properly operating boat. It shows off the interior of the boat, but the people are the main focus..

There is no emotional engagement. Her facial expression is one of disinterest. The photo is cropped improperly, cutting off the other anglers and cutting the TRACKER logo in half.

There is not enough context to set the scene or place the subject in a boating environment..

All 2017 TRACKER creative executions must follow the photography style standards set forth in this guide.

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VOICE

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VOICE

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2

OBJECTIVE

To define and display correct brandvoice for the 2017 TRACKER® campaign

TONE

1. Headline2. Body

All 2017 TRACKER creative executions must follow the voice style standards set forth in this guide.

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VOICE HEADLINEOBJECTIVE

To define and display correct brandvoice for the 2017 TRACKER® campaign

TONE

1. Headline

TRACKER headlines are always direct and honest statements. They should speak to the trust in the boat itself and the anticipation of a great time.

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All 2017 TRACKER creative executions must follow the voice style standards set forth in this guide.

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VOICE BODYOBJECTIVE

To define and display correct brandvoice for the 2017 TRACKER® campaign

TONE

2. Body

Body copy is always a supportive statement to the headline or visual. Romance the details, craftsmanship and emotional experience of owning a TRACKER.

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All 2017 TRACKER creative executions must follow the voice style standards set forth in this guide.

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VOICE TONE

Honest

Trustworthy

Simple

Relatable

Evoking emotion

Family friendly

In-your-face

Showy

Brash

Bragging

Crude

Non-family friendly

HEADLINES & BODY COPY HEADLINES & BODY COPY

DO DON’T

All 2017 TRACKER creative executions must follow the voice style standards set forth in this guide.

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VOICE EXAMPLES

Built for Generations

Every Cast and Catch Starts Somewhere

Made to Outlast Them All(Too Brash)

Reel In Tournament Fish Every Time(Too Showy)

Owning a TRACKER® boat comes with more than the ability to get out onto the water to fish. It’s a membership to a fraternity of fellow boating enthusiasts four decades in the making. It’s the set for first catches and lasting family memories. It’s an adventure with every launch. You see, it’s more than a boat. It’s a TRACKER.

You want the biggest, baddest, most amazing boat on the water?! Look no further than this sleek, ac-tion-packed aluminum fishing boat. This TRACKER is stuffed to the gills with all the bells and whistles you need to start reeling in winners and tear the lake apart. It’s more than a boat. It’s your ticket to the big-time.

HEADLINES HEADLINES

BODY COPY BODY COPY

DO DON’T

All 2017 TRACKER creative executions must follow the voice style standards set forth in this guide.

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EXECUTIONAL EXAMPLES

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PRINT AD

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BROCHURE SPREAD

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EXECUTIONAL SUMMARY

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CONTACTSRandall GeorgesArt Directorregeorges@basspro.com(417) 873-5903

JD PateCopywriterjdpate@basspro.com(417) 873-5133

Connie MarcilTraffic Coordinatorcamarcil@basspro.com(417) 873-4149

Chris WilsonCreative Managercrwilson@basspro.com(417) 873-4545