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I created Twine.com's first Creative Brief after facilitating a Visual Language Workshop with the senior management and marketing teams.
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TwineCreativeBriefAugust8,2008
AboutthisDocumentThisbriefisabeginning,nottheanswer.
Itisajumpingoffpoint.AsummaryofallthatwehaveheardaboutwhatTwineisandwhatTwineisn’t.ThebriefisatoolthatwillformthebasisofdesignexplorationsaroundanewlookandfeelfortheTwine.comwebsite.ThegoalistoprovidethefeelingofwhatTwine.comshouldbesothatwewillknowitwhenweseeitandbeabletodiscusstheresultsusingacommonvocabulary.
Thisdocumentsynthesizeswhatwe’velearnedfromTheGuild’spositioninganddesigndirections,ourvisualexplorationsofthosebrandattributesandourpersonas—inanefforttoguidethecreationthenewTwineproductbrand.
PAGE2AUGUST2008
WhatMakesTwinetwine?theconsistentvisualvoicethattranslates&evokestheessentialqualitiesofthebrand
“Thatwaseasy.”
“Thanksforpointingthatout.”
“You’vegottotryTwine!”
“It’sthebestwaytokeepup...”
“Wow!That’scool!”
“Wow,I’mlovingTwinemoreandmore.”
TheTwineBrand
TheBrandPositioning
Twineisanewnetworkforkeepingtrackofinterests.Itcanbeusedindividuallyandalsowithgroupsandcommunities.ThetechnologybehindTwineautomaticallyorganizesinformation,connectsrelatedideasandhelpsmembersdiscovernewthingsrelatedtotheirinterests.It’sforcreatorswhohelpbuildourcollectiveconsciousness,researcherswhowantamoreintuitiveresourceforgatheringinformationandinformationjunkieswhowantmorefromtheweb.
TheBrandPromise
“Twinepromisesmeamoreintuitivewaytousetheweb.It’sthebestplaceformetoshareandVindinformationaroundmyinterests.”
Everywell‐deVinedbrandmakesapromise.Whetherpeopletrustabrandandeventuallybecomeloyalisafunctionofhowwellthatpromiseiskepteverytimeyouinteractwiththem.
Twine’spositioningstatement,developedbyTheGuild,isanexcellenttoolfordeViningthebrandanddrivinginternalstrategy.TheBrandPromiseisasimilartool,butitapproachesbrandfromtheoppositedirection—fromtheoutsidein—todeVinewhatthebrandshouldrepresenttoanindividualTwinemember.Itcanhelparticulatethekindofrelationshipwewanttoestablishwiththatindividual.Itshouldanswerthequestion:“WhatdoesTwinepromiseme?”
TagLine
Twinetiesitalltogether.
Twineshouldmakepeoplesay
Twineshouldmakepeoplefeel
Energized
Smart
Refreshed
Delighted
Cool
Likeamemberofaspecialclub
PAGE4AUGUST2008
TheTwineSignatureandSystemLogo
Palette
IllustrationStyle
Flat;optimizedtouseCSSproperties
SpellingthewordTwine
Twineshouldalwaysbecapitalizedwhenreferringtotheapplication(“Twine”)butlowercase(“twine”)whenreferringtoaninterestgroup.
PAGE5AUGUST2008
TheTwineSignatureandSystemIdentityFonts
TheDINfontfamilyhasbeenchosenfortheTwineidentitysystem.
ApplicationFonts
TheArialandHelveticafontfamiliesisusedintheTwineuserinterface.
PAGE6AUGUST2008
Useful Stylish Enlightening
Easy Energetic Smart
Articulate Approachable Helpful
Friendly Fresh Pulsing
Ambitious Evolution Organized
Clever Quick Stimulating
Surprising Valuable Connected
Twineisalive,pulsing,alwayscurrent,butit’snotchaotic.Twinedeliversalot…quicklyandwithsimplicity.
Twineisanevolutionofwhatpeopleusenow.It’sambitiousandpowerfulbutitshouldn’toverwhelmthem.
TwineVitsintopeople’slives;it’satooltheyneed,wantandvalue.
Twinemakescorrectassociations,butthey’renotalwaysobvious.Itshouldsurpriseandbeclever,butnotunpredictable.
Twine’saudienceiseducated.Speakclearlytothemandhonortheirintelligence.
Twine’saudienceissavvy.GivethemsomethingofsubstanceANDstyle.
BrandAttributesDuringourresearchwehaveheardanumberofTwineattributes. AdditionalComments
PAGE7AUGUST2008
VisualLanguageExercisesvisualdeVinitionsofTwine’sbrandattributes
TwineTodayScientiVic
Brainy
Cold
Impersonal
Techy
Masculine
Antiseptic
PAGE9AUGUST2008
SettingtheMoodInordertodrawoutemotionalassociationswithTwine’sbrandandbeginthediscussionaroundhowthebrandcanbepresentedattheproductlevel,wemappedTwine’skeybrandattributes(Bold,Kinetic,Relevant,Enabler&Creator)tovisuals,creatingmoodboards.
Intheexercise,therewasconsistentpreferenceforimagerythatwashuman,elegant,crisp,clean,simple,directuncluttered,reVinedbutapproachable,warmbutintelligentanddesign‐oriented.
WefoundthatimagesexpressingBoldinvolvedanelementofriskandthatitwasmostdifViculttoassociateimagerywithRelevantandEnabler.
Thefollowingpagestakeyouthroughourinterpretationofwhatweheard.
PAGE10AUGUST2008
BoldVisualDeCinition
We’redaring;Twineisambitious.
Boldisanattitude,anenergy—notnecessarilyabrightorVlashycolorpalette.
Wetakerisks;we’recuttingedge;Twineisthenextwave.
Twineisnew.We’reaskinguserstotrysomethingnewtoo.
Sophisticated;crisp;clear;elegant;involvedelementsofrisk.
PAGE11AUGUST2008
KineticVisualDeCinition
Twineisalive;neverstagnant.
There’saconstantpulse;butitshouldnotfeelfrenetic.
Humaninput,passionandcreativitymakeTwinekinetic—notmachines,dataorcode.
PAGE12AUGUST2008
CreatorVisualDeCinition
Twinecandoalot,butitneedsaperson.
Upscale;sophisticated;“highart.”
Twineisintelligentandsoareourusers;honorthem.
Twinememberscreatewithclarity;visionandmaturity.
Twine’sformofcreativityisnewcoloredpencilsandamoleskinnotebookmorethanmessyVingerpaintsorpapermâché.
PAGE13AUGUST2008
EnablerVisualDeCinition
Twineassistsyouingettingsomewhere.
Twinehelpsyoudiscover.
Twineshowsyoutheway.
Twineenablestheworld.
WithTwine,we’releadingyouintothefuture.
PAGE14AUGUST2008
RelevantVisualDeCinition
Twineisrelevanttowhoyouare.
Twineisintegratedintodailylife.
Twineconnectsyoutotheworldandtoaworldofconnectedideas.
PAGE15AUGUST2008
WebSiteDesign:inspiration
Like|www.like.com
Blurb|www.blurb.com• Niceuseoflayeringandtexture• Crisp;goodcontrast• Direct,modern,cleanphotography
WereviewedarangeofsitesandchosesomethatrepresentcharacteristicsandfundamentalelementsofdesignimportanttoTwine:aesthetics,visualcommunication,modernismandpresentationofcontent.
Brightkite|www.brightkite.com• Stronggridsystem,easilyscannablecontent• Callstoactionareeasytolocate• Flatdesign,minimaluseofgradients•Dislikecartoonillustrations
FriendFeed|www.friendfeed.com• Clean,clear,simple•Niceuseofwhitespace
Freebase|www.freebase.com• Clean,uncluttered•Approachable
Instructables|www.instructables.com• Stronggridsystem•Approachable;friendlypalette• Clearorganizationofcontent•Toonoisy,orangeandsaturated
Tumblr|www.tumblr.com• Flatdesignwithniceuseofsubtletexture•Mutedpalettewithgoodcontrast• SimpleUIshowcasesusercontentwell• Canvasistoodark;oversizedelementstootrendy
GettyImages|www.gettyimages.com
• Clean,simple,uncluttered• Niceuseofwhitespaceandlimitedpalette• Lesscommon,fresh• Stylish
•NicesearchandVilteringsystem•VisuallanguageofUIispushedbacktoshowcasephotos
PAGE16AUGUST2008
HaveYouMetSara,KristenandEric?you’reabouttoknowthemreallywell
Twine’sTargetUsersPersonasareauserexperiencedesigntoolusedtodescribeauser’smotivations,attitudesandbehaviorsbasedonquantitativeandqualitativeresearch.Theyprovideafocustotheproductdesignanddevelopmentprocess,takingthe“me”outofthepictureandassistusinprioritizingfeaturesbasedoncustomerneeds.
Meetyourusers.
ERICtheSkepticSARAtheDigerati KRISTENtheNetworker
Primary Secondary Future
PAGE18AUGUST2008
Saraisanactivebloggerandnetworker,andherprofessionalandsociallifeareallblendedintoone.
Saraiswellknowninsiliconvalley,andhasinternetfollowersacrossthecountry.Creatingcommunityandestablishingconnectionswithpeopleisatthecoreofherbeing,andtheinternetenableshertoreachbeyondhercitylimits.
SARAtheDigerati
AGE:25to35STATUS:SingleEDUCATION:BAINCOME:$100korgreaterOCCUPATION:MarketingMgr.LOCATION:SanFranciscoHOMETOWN:Atlanta QUESTIONS
WhodoIalreadyknowthat’susingthissite?
WhyisTwinebetterthanDiggorYahoogroups?
Whatisthesemanticweb?
My life is brimming online and offline. I am an early adopter of new technologies. You can find me everywhere and anywhere. Thousands of people follow me online.”
•Ilovemyinternetfriends.•IstrivetobeauthenticinmyonlineinteractionsandproViles.•IamawareoftherisktomyreputationfromthingsIpostonline.
SearchGoogleWikipediaYouTubeYelp
NewsNYTimesSFGateTechCrunchVariousblogs
ServicesFlickrVimeoCraigslist
DevicesiPhoneMacbookProiPodFlipvideocamera
•Icreateaccountsformostnewsites,butImaynotusethemafterIsignup.•Iwriteablog,authorreviewsonYelpandposttoFlickrdaily.•Iorganizepartiesandeventsformyfriendsandmyemployer.•Idon’tinteractwiththesamepeopleineverynetworkIjoin
ATTITUDETOWARDSTECHNOLOGY
ONLINEBEHAVIORDIGITALPROFILE
MOTIVATION
GOALS1.Promoteherself‐brandbysharingwiththeworldatlarge‐herpersonality,perspectivesandopinions2.Iwanttojoinnewsitesmoreeasily.Idon’twanttore‐createmynetworkoneverysite.
INTERESTSMusic,Technology,Events&Parties,Food&Restaurants,Travel
“
NetworksFacebookLinkedInTwitterDiggUpcomingTumblrPownce
UtilitiesDeliciousGoogleGroupsWikisWordpressFriendFeedRSS
PRIMARY
PAGE19
SaratheDigerati
YoungDigeratiarethenation’stech‐savvysinglesandcoupleslivinginafashionableneighborhoodsontheurbanfringe.YoungDigeraticommunitiesaretypicallyVilledwithtrendyapartmentsandcondos,Vitnessclubsandclothingboutiques,casualrestaurantsandalltypesofbars‐fromjuicetocoffeetomicrobrew.
source:ClaritasPRIZMNEmarketsegmentation
Lifestyle&BrandAfCiliations
PAGE20AUGUST2008
SaratheDigerati
lifestreaming
boldunabashed lifestreamer
kineticconstantly changing social butterfly
relevantearly adopter of everything new
enablerconnects to people & connects ideas
PAGE21AUGUST2008
creatoractive author & blogger
Kristenisgroundedintherealworld,in“Cirstlife.”Shehaskids,afamilyandshe’salwaysverybusy.Timeisprecious.Theseobligationsdriveherdecisionsonhowtospendtimeonline.
Shemaybebusybutsheistech‐savvy.She’llusesocialnetworkingsitesifshecanseeatangiblevalue.Valuemeansaddedinsightintocolleaguesorricherconnectionswithcommunitiesthatshareherinterests.
SheisgreatlyinVluencedbyherfriends,andwilljoinnetworksthatherfriendsareusingorhaverecommended.
KRISTENtheNetworker
AGE:32to45STATUS:MarriedEDUCATION:BAINCOME:$100korgreaterOCCUPATION:ITConsultantatGapLOCATION:MillValleyHOMETOWN:Berlin
QUESTIONSWhyshouldIjointhisnetwork?
Whoisbehindthisnewservice?
Whoparticipatesinthiscommunity?
My LinkedIn is purely professional. My Facebook is 50% professional...it gives me more insight into my colleagues.”
•Iparticipateinanetworksthatprovidemeclearvalue.•I’mnotinterestedineverynetwork(MySpaceisforayoungeraudience).•IexpectqualityandIdon’tlikeclutter.IwanttocontrolwhatIsee.•Igrapplewithwhattosharepubliclyandwhattokeepprivate.
•Ioptoutofnewslettersandthinkofthemasspam.•InolongerupdatemyMySpaceproVile,butImonitormydaughter’s.•IamactiveinthelocalGermancommunityonlineandofVline.
ATTITUDETOWARDSTECHNOLOGY
ONLINEBEHAVIOR
MOTIVATION
GOALS1.Shareandreceiveinformationfromfriendsandcoworkersinatrustworthyenvironment2.Maintainawarenessofwhatishappeninginhercommunities3.Discovereasierwaystocommunicatewithdifferentgroupsofpeopleinherlife
INTERESTSCooking,GermanHeritage,Travel,Parenting,Food&Restaurant
“
SearchGoogleWikipediaYouTubeYelp
NewsCNNSFGate
ServicesKodakGalleryEviteCraigslist
DevicesBlackberryPCLaptop
DIGITALPROFILENetworksFacebookLinkedIn
UtilitiesGoogleGroupsWikisiGoogleIEBookmarks
SECONDARY
PAGE22
ExecutiveSuitesconsistofupper‐middle‐classsinglesandcouplestypicallylivingjustbeyondthenation’sbeltways.FilledwithsigniVicantnumbersofAsianAmericansandcollegegraduates‐bothgroupsarerepresentedatmorethantwicethenationalaverage‐thissegmentisahavenforwhite‐collarprofessionalsdrawntocomfortablehomesandapartmentswithinmanageablecommutetodowntownjobs,restaurantsandentertainment.
source:ClaritasPRIZMNEmarketsegmentation
Lifestyle&BrandAfCiliations
KristentheNetworker
PAGE23AUGUST2008
KristentheNetworker
boldindependent; strong opinions
creatorcapturing her personal history kinetic
active & busy; time is precious
relevantinformed by mainstream media outlets
enablerbuilding stronger relationships
PAGE24AUGUST2008
Ericseestheinternetasautility,butnotawayoflife.Ericleadsanactivelifestyle,andspendsalimitedamountoftimeonlinewhenhe’snotatwork.
Ericisinterestedintechnology,butisnotanearlyadopter.HeismorelikelytotryanewsocialnetworkifhisfriendhastoldhimaboutitVirst.EricrarelyupdateshisMySpaceproVile,andisn’tactivelyseekingoutonlinecommunities.
ERICtheSkeptic
AGE:36to40STATUS:SingleEDUCATION:BAINCOME:$100korgreaterOCCUPATION:AccountMgr.LOCATION:OaklandHOMETOWN:Hayward
QUESTIONSWhyhasinvitedmetothisnetwork?
Whatdoesthissitehavetoofferme?
CanItrustthissitewithmypersonalinformation?
I won’t join a network unless my friend has convinced me to.”
•Imaynotwanttogothroughtheeffortofjoininganetwork.•Ikeepmypersonalandmyworklifeseparate.
•Iverifythesenderofemailsbeforefollowinganylinksintheemail.•IreviewproductsandservicescarefullybeforeIbuyorusethem.
ATTITUDETOWARDSTECHNOLOGY
ONLINEBEHAVIOR
MOTIVATION
GOALS1.Minimizeparticipationintoomanynetworks2.Maintainmyprivacythroughoutmyonlineactivities
INTERESTSSports,PersonalBasketballLeague,Investing
“
SearchYahooSmarterTravel
NewsSportslineSFGate
ServicesBuy.comAmazonBankofAmericaCraigslist
DevicesTreopersonalNextelworkPCdesktop
DIGITALPROFILENetworksFacebookMySpace
UtilitiesYahooFinanceMapquestHotmail
FUTURE
Affordablehousing,abundantentry‐leveljobsandathrivingsinglesscene‐allhavegivenrisetotheBoomtownSinglessegmentinfast‐growingsatellitecities.Young,single,andworking‐class,theseresidentspursueactivelifestylesamidsprawlingapartmentcomplexes,bars,conveniencestoresandlaundromats.
source:ClaritasPRIZMNEmarketsegmentation
Lifestyle&BrandAfCiliationsThistargetuserrequiresfutureresearchforbothdesignandproductmarketingteams.
However,wehavemappedhimtoamarketsegmentation.
PAGE25
WriteRightTwine’svoiceandtone
Thetoneofvoiceusedinaproduct’swrittencontentcreatesamood.ForTwine,wewantthatmoodtofeelenergeticandlivelywhileremainingcalmandrelaxed.Wewantthemoodtobeoptimistic,open,enthusiasticandready.
Twine’stoneofvoice
Male Unisex Female
Nerve NetVlix EtsyMaxim OpenTable WeHeartItNFL Facebook DailyCandy
TravelChannel Amazon SephoraDigg LonelyPlanet
MogReddit
Del.icio.us
Twine’stoneofvoiceisgenderneutral.
Gender
Twine’stoneofvoiceisfriendly,conversational,andevenalittlequirky.It’snotsnarky,bland,boring,formalanddeVinitelynotcute.
Sassy&Snarky Conversational&Friendly
Chow BlurbYelp Moo
BravoTV FlickrTumblr
Approachability
Twine’stoneofvoiceissmartbutcool,evenspunky—mostimportantlyit’salwaysapproachable.
Coolnessversusgeekiness
Technical&Geeky Cool
CNET Apple
Slashdot Wired
Makezine Dwell
WordPress
PAGE27AUGUST2008
AwesomeDon’tErrorFunctionalHipMistakeObjectObviouslySemantic(usesparingly)SexyWarning
Twine’stoneofvoiceWordsweshoulduseonTwine
Connect,connecting,connectedInterest,interesting,interestedRecommend,recommending,recommendedReadyShareTrackEasyInviteJoinNewSmartTryit
WordsweshouldNOTuseonTwine
WewantpeopletosmileandevensortoflaughwhentheyseemessaginginTwine.
Wewantcopytobeentertainingandfun.
Thetoneshouldconveyabrandthathaspersonalityandcharacter.Itshouldhelpfosterapassionaroundthebrand.
Twineis“cool”butit’sconversationalandfriendly.We’renotüber‐cool,removedorbetter‐than‐you.
WewantTwinememberstofeelliketheyareapartofaspecialgroup.Twineisn’texclusionarybutitisspecial.
AdditionalComments
PAGE28AUGUST2008
MakingItWorkTwine’sbrowserspeciVications
BrowserSpeciVications‣ 1024x768(whichreallymeansroughly994x618ofusablerealestatefordesigning)
‣ Designwithliquidcolumnsinmindforthemaincontentcolumn
‣ TwineiscurrentlydesignedtoonlysupportFireFox,IE7,andSafari.Morebrowsersupportwillbeimplementedinupcomingreleases.
‣ AfullauditofTwine.com’saccessibilityhasnotbeenconductedbutwefollowthesegeneraldesignguidelines:• avoidembeddingtextingraphics• beawareofhowgraphicsareimpactedwhenfontsaremanuallyscaledbytheuser(COMMAND+/‐)• labelimageswithALTtextandanchortagswithtitles• ensureiconshavedistinctsilhouettesanddon’trelysolelyoncolortodistinguishdifference• SEOassistswithscreenreaders• usingCSSpropertiestogeneratecomponentsassistswithaccessibility
PAGE30AUGUST2008