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Proposal North Castle Partners !Dennis “DJ” Jenson Operating Executive October 14, 2014
Synchronizing & differentiating NCP through strategic brand design.According to Bain’s Global Private Equity Report 2014, PE industry fundamentals are stronger going in to 2014 than they have been since the global financial crisis. But sky-high asset prices and ferocious competition present difficult circumstances for PE deal making. Only PE firms with deep alpha-generating skills and a well-differentiated strategy will be able to uncover and exploit pockets of opportunity. !In the world of small cap consumer private equity investments, North Castle Partners’ has developed a unique approach that has fueled growth. Qualities that set you apart include; the breadth and depth of knowledge and experience of the leadership, executive and advisor teams, your laser focus on the Health, Wellness and Active Living sector and the trust and knowledge sharing that you facilitate amongst the companies in your portfolio. !Now it’s time to refine and share with the world NCPs differentiated brand strategy by creating a distinctive identity and visual language that further positions you as the brand and innovation experts that you are. !The process we’re proposing begins with a Brand Trust® session where not only will we work with you to develop the ingredients of your brand strategy through a facilitated series of hands on exercises but we will be demonstrating the process to NCP participants to deepen their understanding of brand strategy and the tools they can use with portfolio companies. From there we will design a new identity system and apply it to business papers, presentation tools, and the Website. !Thank you for the opportunity to submit a proposal - we look forward to going through this process with you!
PE firms that march to the differentiation imperative capitalize on the extensive networks they develop in their area of specialization, nurture expertise throughout their talent pool and win recognition as the most respected brand in their niche. - Bain & Co, Global PE Report 2014
Solidarity of Unbridled Labour Is a Brand-Design Practice
We use collaborative processes to conceptualize and realize design ideas that help guide and create culture and positive change within it. Led by the deeply held belief that brands are living things, we partner with progressively mindful companies and their leaders to bring strategically informed design across all platforms.
Strategic brand design and communication Advertising Branding Environment Graphics Identity Interactive Packaging Print
Brand collaborations Burton Snowboards Black Diamond LucasFilm Star Wars brand Lululemon Athletica Incase Xbox The North Face Seventh Generation High Sierra (Samsonite) Tomra Systems Vermont Energy Investment Corp. Woolrich Yara 1% for the Planet Giant Bicycles SRAM Riot Games
!Location: Historic 45,000-square-foot former grocery warehouse in Burlington, Vermont !Employees: 17 !
Collaborating In Culture- Creating Brand DesignEmploying our proprietary Living Brand® process of analysis and creative envisioning, we build relationships that build brands—working collaboratively with clients, colleagues, and other culture makers to develop the brand platform. This conceptual basis of the brand permeates all that we do, providing both creative freedom and discipline, allowing us to integrate design services around a clear, fundamental idea of what the brand means to its intended audiences.
We Believe in a Living Brand A Living Brand® has the ability to adapt to and evolve with change, while retaining its integrity and differentiation. The Living Brand platform provides the conceptual basis for concerted action on many fronts to build brands. The most visible changes may come with graphic identity and marketing materials—but the Living Brand is most effective when it's employed cross-functionally to focus and communicate your brand on all levels. How it's used is up to the cultural imagination you inspire and empower. A Living Brand relates to its audience through a balancing of rational, emotional, and cultural dimensions.
Brand Trust® SessionSolidarity of Unbridled Labour facilitates the development of the Living Brand® by engaging your team (the Brand Trust®) in a structured and disciplined process. The result is a conceptual and action-driving Living Brand Platform that guides all facets of brand communication and evolution. !
Process/OutcomesPhase I: Research & Immersion !Objective Gain a deeper understanding of North Castle Partners brand positioning, market opportunity, competitive set and audience desires on a rational, emotional, and cultural level through desktop and key stakeholder research. !Process • Review any existing category and audience research and marketing materials and conduct
an online audit of the competitive set. • Conduct 8-10 key stakeholder interviews. • !Deliverables • Discussion guide for one on one interviews • Report and interpretation of findings including audience illumination !Cost $10,000 !Timing ~3 weeks !!Phase II: Living Brand® Platform !Objective Using intelligence and insights gained in Phase I, create a brand strategy using Solidarity’s proprietary Living Brand® process that will drive and unify marketing communication materials and create multifunctional unity of purpose for all organizational touchpoints. In addition, the Living Brand strategy will establish a brand cause and personality, and will inform the internal brand conversation at all levels. !
Process Working with your cross-functional Brand Trust® (key stakeholders including senior leadership, operating executives, advisors and select other key stakeholders - 10-12 max), Solidarity will program and facilitate a one day session. The session will involve structured inquiry, analysis, discussion, and exercises. The Brand Trust® will collaboratively identify the key brand attributes and opportunities for differentiation for North Castle Partners. From this session, Solidarity will craft the strategic brand idea and positioning statement which will define the brand’s rational, emotional, and cultural dimensions, as well as the brand’s tone and personality. !Deliverables • Findings and insights: S.W.O.A. (strengths, weaknesses, opportunities, actions). • Living Brand strategic platform: positioning statement, Living Brand idea, brand
dimensions, brand personification. !Cost $45,000 plus out of pocket expenses. !Timing ~4 weeks !!Phase III: Brand Identity, Guidelines & Business Papers !Objective Create a distinctive identity system (logo, color palette, typography) for North Castle Partners, apply it to business papers and deliver guidelines for future usage. !Process Using the North Castle Partners' Living Brand platform from Phase II as the strategic foundation, we will design an identity system, business papers and a guidelines that will inform identity usage on all future communications. Identity system will include the primary brand identity/logo, color palette, supporting typography, and key graphic elements for use in print and digital media. Business papers to include; business cards, stationery, proposal and/or presentation templates. !!
solidarityofunbridledlabour.com
Process/Outcomes
Deliverables • Design brief • R1 -2-3 visual directions for identity system • R2 Refinement of selected direction demonstrated on business papers. • R3 Final refinements to the system • Final deliverables: digital assets, usage guidelines (PDF) outlining rules for the system and
digital mechanical files for business cards, stationary, and proposal and/or presentation templates. !
Cost $40,000 plus out of pocket expenses. !Timing ~4- 6 weeks !!Phase IV: Website re-skin !Objective Graphically update North Castle’s website so that it beautifully presents the essence of the brand and delivers content in an easy to navigate way that’s appropriate for the various audiences. !Process Using existing wireframes, North Castle’s newly developed Living Brand platform, and new identity system, we will design a new/evolved look, feel and copy tone of voice for Northcastlepartners.com. Layout consideration will be given to home page and unique secondary pages. !Deliverables include; style guide reference for layout, graphics & copy for home page and unique secondary pages. A web design partner will need to be engaged to fully design and develop.the site. !!
Deliverables • Design brief • R1 -Design comprehensives for home and secondary pages • R2 Refinement based on feedback • R3 Final layouts and copy direction • Final deliverables: style guide reference for layout, graphics & copy for home page and
unique secondary pages. A web design partner will need to be engaged to fully design and develop.the site. !
Cost $25,000 plus out of pocket expenses. *Additional design & development costs TBD (pending finalized scope) !Timing ~3-4 weeks !
Process/Outcomes
