In a lot of ways this program is very similar to Premier Pro. The interface is very recognizable. After setting up the new composition we then imported some files & organised them into folders for Comp & Source Files.
We then proceeded to drop the files onto the timeline where we could organise them into layers, and edit their properties to control their opacity, movement, position, rotation & scale.
P – Position
S – Scale
R – Rotation
T – Opacity
D – Duplicate Layer
One of the really cool features we didn’t have in Premier Pro was the Auto-Orient tool. This allowed us to plot the movement of an element & get it to follow the path set out while also maintaining its orientation. However, I did find that it has some limitations. When I applied a drop shadow to my element I found that the shadow was also affected by the Auto-Orient tool & did not behave as if there was a single source of light.
This can be overcome by adding a light source to the composition but this is a feature we have not covered as yet.
Because I had a little experience with Premier Pro from last year & was able to source & place a sound file to add a little realism to the composition.
I also learned that this software is Bitmap based & not Vector based, so the quality of images imported needs to be carefully monitored.
The decision to re-brand is not one that should ever be taken lightly. Done well, it can reinvigorate interest & sales & give the a brand fresh momentum. Done poorly however & it can see your brand flatline.
Here are some examples of brands that have gone through the re-branding process.
Here is a link to some of the good & bad re-branding of 2014. One of the bigger trends seems to be that of creating a flat logo or word mark, without any depth or character. The Netflix logo seems to be one of the bigger offenders in this.
The brand I have chosen, Country Crest, is an example of an invented brand identity as it was created from scratch in 1993, although it has drawn on a history & tradition going back nearly 100 years. It has continued to reinvent the channels through which it promotes it’s self & has become a parent brand after it introduced the sub brand of Ballymaguire Foods.
While the branding of both companies is separate & distinct, there are similarities with them both.
Both websites are very similar in their layout & colour palette. The font used is incredibly similar in that they use a slightly heavy font weight with rounded serifs that give a feeling of growing life. The logos, while very different, still give a feeling of growth & life speaking to the business they represent.
3 of the main types of Brand Architecture include:
Corporate – Endorsed – Branded
A corporate brand is one that would be specific to just one company such as FedEx, Ben & Gerry’s or The Happy Pear
What is an endorser brand?
An endorser brand is made up of individual and distinct product brands, which are linked together by an endorsing parent brand. The endorsing parent brand plays a supportive and linking role, and, in many respects, an endorser brand architecture can be seen as an inversion of a sub-brand brand architecture.
The key hallmarks of an endorsing brand architecture are as follows
Product or service brands (for simplicity, all referred to as “product brands” in this post) linked together by an endorsing brand.
The product brands and the endorsing brands will each have their own brand attributes, including a name, logo, brand promise, position and personality.
The product brands will have each have their own brand marketing and will need to rely on their own value propositions to succeed.
Despite the distinctness of each product brand, the essential ingredient for a successful endorsing brand architecture is that there is a link between (i) the higher-level brand promise of the endorsing parent brand and (ii) the product brand. This link is what provides the assurance to the customer that if they like one product in the family of the endorsing brand, then a sibling brand is also worthy of consideration.
An example of an endorsed brand would be Virgin, Fox or Tesco.
An example of a branded brand would be Johnson & Johnson, Nestle & BMW
BMW is the parent company for a number of other distinct brands the operate under their own brand identity.
Country Fresh would fall under the heading of a Branded company as it has another brand under its umbrella called Ballymaguire Foods. This is a distinctly separate brand but is controlled by the parent company.
Below is the result of a group brain storming session where suggestions were made as to means of encouraging or improving creativity in various environments. Schools, workplace, public & private spaces can all benefit from increased creativity & fresh ways at looking at everyday processes or problems.
The resulting list includes:
Doodle Coffee cups
Flexi-time to reduce stress
Change of work space layout
Use of PC’s instead of Desktops to introduce mobility
Built in fish tanks, in the walls or floor
Public editable artworks
Food show & tell days
A how-to corner. People post requests & someone who has the knowledge can answer or instruct.
Wall with changing scenery
More access to libraries
Art display area for inspiration
Communal whiteboard for idea generation
Free or cheap art materials
More green spaces
Green spaces or plant sanctuary’s to de-stress
Sketch walls or digital white boards in y our workspace
My goal is to produce a travel book aimed at the younger age groups. Primarily for new visitors to the city by way of an introduction to Dublin & the history behind it’s culture. The possible uses for this book however go far beyond just a travel book & I hope to explore more opportunities for it.
Having produced a mind map of possible directions for this project, I settled on creating the travel book. This is most likely due to my having this project on my mind for a long time anyhow & could see the many opportunities & possibilities for it, my mind was predisposed to finding ideas for it. Some of the alternative ideas I created included a walking book either in Ireland or the Camino which I intend to do next year. A walking tour of Dublin, and the development of the Wild Atlantic Way.
My starting point for this project was to create a mind map of dates, events, historical & cultural buildings & structures from which to draw my narrative. I have already created an outline timeline to begin my research collection. As soon as I begin to dig deeper the more information & ideas will surface.
One of the bigger challenges I face on this project is expected to be when I get to the deeper level of information on each item and in verifying the details. Also, the studies I expect to have to conduct into visitor numbers & habits are something I have never done, I expect this part to be especially challenging.
I will need to gather resources from a number of areas including the historical information, which I plan to get from Books, Library, Online & visits to exhibitions & tours all over the city. I will also be hoping to gather information from publishers, Failte Ireland & the CSO. I will then also be gathering information from direct observation & studies of my own.
I have begun to dig deeper into the history of Dublin to find elements for the project, however, one of the biggest problems I have come up against is the shear volume of information that is so interesting. I am finding myself getting too dug in and am spending too much time making a comprehensive list rather than perhaps skimming the information & picking a highlights list from it.
The images here are notes & sketches I have made when researching, and the PDF below shows the beginnings of a short list I have begun so that I can start to gather elements that I will actually use instead of pure research, along with some outline sketches.
Country Crest, a north county Dublin vegetable producer, produces, packs & promotes a sustainable & eco-friendly approach to fresh vegetables. It is heavily engaged in promoting local produce to local & national markets as well as eco-sustainable farming methods abroad in places as far afield as Haiti.
Words I would use to describe Country Crest would be:
How does the company operate as a whole. ?
“Country Crest is a promise of passion, purity and integrity in everything we do. And will do.”
This is a line on the company website, rounding off a statement that pledges the company to an honest & loyal approach to their customers, suppliers, staff & families. The company mission statement shows a true understanding of where they have come from & to where they owe their success. With over 100 years & 4 generations of farming experience, without an understanding of the value of good farming practice and a loyalty to the land & its people, the business would have suffered down the years & shows the futility of taking from the land now without care for the consequences for future generations.
What values does the company adhere to.?
This company is based very firmly around the values of family, loyalty & sustainability. They are innovative in both their products & their process’.
Does the company have a Motto, slogan or mission statement.?
Our Vision is to become an ever more successful and diverse Agri-Food business, while remaining true to our core and, most importantly, true to nature. We know how important it is to respect and nurture the purity and power of the land because this will influence our lives now, and for generations to come. We embrace this ideal.
What kind of company is Country Crest.
This is a product based company. Focused firmly on producing quality produce in an eco-sustainable manner.
The brand is promoted & presented using various methods such as through award achievements & sponsorship. Some of its market channels include large outlets such as Tesco & Supervalue, while also being represented by smaller boutique outlets such as farm shops, & it’s presence at large fairs such as Bloom & the Ploughing Championships.
Not the strongest facet of this company, it takes more of a “quiet but efficient” approach. However, they seem to be making a push recently, entering Twitter & Facebook and using those channels to communicate.
Everyone involved with this company is from an Agri background & is therefore well aware of the benefits of a sustainable approach. They are therefore fully invested in the company’s approach.
The company is also endorsed by people like the celebrity chef Nevin Maguire. He promotes the produce they supply such as meat, both in his shows & in the farm shop.
How is the company displayed through its corporate identity & logo. Does it have a brand manual.
Sponsors of Killalane Motorbike Race.
Sponsorship of the Workplace employer of the year award
Association with other high profiles such as Tesco, Nevin Maguire, Jones Garden Centre.
Sponsorship of local sports teams such as Man of War GFC.
They are the main sponsor of the Killalane Motorbike Race in
Skerries every year for the past many years. Here is a poster advertising the race with their branding on it.
How do the Brand & Identity marry. Is the perceived emotional corporate image reflected well in the visual aspects of the overall brand. Does their public behavior match what their mission statement proclaims…..? Well, there seems to be a disconnect between the identity the brand displays & the friendly & local attitude it promotes. I sent a request to the company in September & so far have not received an reply or even an acknowledgement of the request, so somewhere along the line there is a broken link between the image they put forward & their process for following through on it.
I did find some examples of a brand guideline on a number of companies & the one that interested me the most was by the Channel 4 group. The depth to which they explain & protect the usage of their identity is incredible. For instance, the images below show the guidelines for using type on poster advertisements & the space that should be used around the text.
The CEO’s of Country crest are a pair of brothers who have developed the family tradition into a very successful brand that has a very large share of its market. They take an active roll in promoting the company & are often pictured in promotional images.
Both of the brothers come from a farming background and can often be seen getting involved on the ground level. However, they have done a lot of work over the past few years to increase the professional standards within the company & also in how they deal with other bodies. For instance, they are very involved in the CSR (Corporate Social Responsibility) program where they help train farmers & communities in Africa & other countries to become self sustainable & even grow their market & increase income. The brothers have a good mix of being able to handle the professional business side while also heavily involved in the hands on traditional work, displaying a good connection between the company ethos & the front line actions of the company.