Branding consultant and content designer
I joined Pictoboards in the end of post production. Meaning they already made the visual identity (icons and illustrations) and webshop but needed a business strategy as well as finding out how to create brand awareness. My first task was to make a very detailed report with internal and external analysis about Pictoboards and the market . All of the research and analysis was leading to a creative brief which was used as the foundation of a marketing campaign. Before delivering the final campaign I made a presentation for the CEO of Pictoboards.
Click here to see the presentation.
We needed to identify what resources Pictoboards have to differentiate themselves from their competitors which is why we used a Blue Ocean Strategy Canvas comparing Pictoboards to its direct competitors.
We discovered that Pictoboards have a strong visual brand identity and a quality product and differentiate themself from the competitors by using a motivating and child-friendly design as well as focusing on kids without a diagnosis. But they were lacking in creating trust and awareness.
From the value proposition canvas we were able to find a sweet spot between what Pictoboards is capable of offering and what the target audience needs.
The consumer wants a product that can structure their kids daily routines, help their kids get more self esteem, self discipline and independent responsibility as well as more quality time together as a family without many conflicts.
Pictoboards wants to offer a product that focuses on motivating kids and giving them more self esteem and self discipline as well as more time for the family to be together with less conflicts.
The Brand Identity Prism is a way for a brand to identify and transmit a precise imagery and a personal way of communicating with its target. The Brand Identity Prism helped us to sum up the internal analysis and to know how to present the brand in the campaign both looking at the communication and visuals.
As the company was still in post production we conducted a Brand Identity Prism with the CEOs view of her brand. After working with this company for over 2 years now I can say that their current identity fits the brand prism that I made in post production.
Scroll inside the iframe to see the whole site
I wanted a kids perspective of the product as it’s the kids that are using the product.
I chose Rebecca because she has a lot of charisma and with her 8 years old she fits right into the target group.
Her parents are busy and was looking to find more structure in their everyday life.
This is the video to create attention to the campaign site mentioned in the top.
As the campaign was built around conflicts and quality I wanted kids to talk about their view of these
subjects. I wanted to use an emotional selling point to make the parents feel
warm and happy looking at the the sweet and cute kids but also a
certain concern of how much the kids actually pay attention.
Facebook and Instagram video (video in other format for Instagram) for New Years.
Thanking the followers for a good year trying to built a more personal
relationship with their customers.
I needed to find a way to present Pictoboards product to the target group. I made an animation video
that in a very simple way shows how BIMO (Pictoboards motivational board) works.
I also made a couple of videos of the CEO talking about Pictoboards and its products.