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BNB Student: Mara

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BNB Student: Mara

  1. 1. CONTENTS This brand standards document explores the message, visuals, and expression of Mara Spruit 1. Brand Message 2. Design & Visuals 3. Words & Content 4. Live Your Brand BRAND GUIDELINES MARASPRUIT.COM
  2. 2. MOODBOARD In the mood board I wanted to capture a raw, edgy and unpolished environment. I want to create an open minded vibe, to see beauty in unexpected places and show how rare treasures can arise.
  3. 3. Brand Message
  4. 4. CORE IDEA Mara Spruit is a jewelry brand that embraces being unique, different and even a little bit weird. VISION I want to grow an open minded community of people who are looking to express themselves, who see beauty in unexpected places and reject the ‘expected’ places to buy jewelry. Those people view my brand as a revolution to think and be different. HOW I AM DIFFERENT Between all the jewelry brands, I will use materials that are more raw and unique. Thereby I connect the different use of materials to a different look on life by creating a community of likeminded. WHAT I DELIVER Unique pieces of jewelry and an online community. 01 BRAND GUIDELINES MARASPRUIT.COM BRAND MESSAGE POSITION
  5. 5. 01 BRAND GUIDELINES MARASPRUIT.COM MAVERICK ARCHETYPE My goal is to challenge people to look in a new way at the same things. And above all to see beauty in hidden, unpolished or small details so they appreciate the little things in life even more. My greatest motivation is that by looking slightly different to the little things in life, it can change their perspective in a much bigger way. When they encounter my brand, my audience FEELS: strong, unique, inspired and determined to change their perception and be perfectly happy with what they have. I am: honest, edgy, feminine, open minded, genuine, creative, original, experimental, slightly sarcastic. Channel my inner Jack Sparrow when I communicate with my audience. BRAND MESSAGE PERSONALITY
  6. 6. VALUE YOUR LIFE Seeing (and feeling) the little things around you, make you more happy, more passionate about life itself. With this I create beautiful new things out of old, raw and unpolished items. Stuff that others don't see, stuff that others throw away. BE YOURSELF What is popular isn't necessarily right. Everybody should think for themselves. I don't care what other people think of me, except for the people I love. HAVE SOME FUN A little bit of sarcasm or a good laugh is needed in this harsh world. Don't take everything too seriously. 01 BRAND GUIDELINES MARASPRUIT.COM BRAND MESSAGE POINT OF VIEW
  7. 7. Everybody is a little bit weird and that's a good thing. Nobody is perfect. Therefore everybody should be respected for who he or she is. MANIFESTO
  8. 8. BE OPEN MINDED As an open minded brand, I’m able to challenge people to create a different perspective on the little things in life and therefore also on the big issues in the world. We will do this in an honest, easy and relaxt way. 01 BRAND GUIDELINES MARASPRUIT.COM BRAND MESSAGE UNFAIR ADVANTAGE
  9. 9. Design & Visuals
  10. 10. 02 This logo uses it’s own symbol, which can be used as stand alone over time. The tagline underneath distinguish me from other jewelry brands. BRAND GUIDELINES MARASPRUIT.COM VISUAL IDENTITY LOGO
  11. 11. BRAND GUIDELINES MARASPRUIT.COM #000000 #cccccc #999999 #666666 #333333 #975427 #768575 #e0cdbb #b89376 #cad0c7 #b1baaf 02 These are the primary colors that I want my brand to be know for. Black is the basic and fits the Maverick archetype. The copper/rusty and grey/green will be used as accent colors. VISUAL IDENTITY PRIMARY COLORS
  12. 12. BRAND GUIDELINES MARASPRUIT.COM #26352a #ffffff #a6a9aa 02 These are the secondary colors that I want my brand to be know for. The dark green an with will be used as font and background colors. The silver accent can only be used in print. VISUAL IDENTITY SECONDARY COLORS
  13. 13. BRAND GUIDELINES MARASPRUIT.COM 02 In my brand I won't use patterns, it doesn’t fit the Maverick archetype. Grungy or edgy backgrounds can be used like the examples on the right side. VISUAL IDENTITY PATTERNS
  14. 14. Headlines: BEBAS NEUE ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*() BRAND GUIDELINES MARASPRUIT.COM Body: Monserrat ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Accent: Black Diamond ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 02 Bebas Neue is a bold, strong font with a modern family. Monserrat is a little bit more round so more feminine. It contrasts nicely with the Bebas Neue and is easy to read so a perfect body font. Also it has a big family so lots of options to use. Black Diamond is the accent font so used sparingly. Headline: #000000 Body: #26352a Quote: #975427 VISUAL IDENTITY TYPOGRAPHY
  15. 15. HEADLINE This is a description paragraph. It explains the purpose of the page and describes the title to the left. 1. Example 2. Example 3. Example 4. Example “This is a quote from a very impressive person.” -IMPORTANT PERSON HEADLINE LEVEL 2 This is a description paragraph. It explains the purpose of the page and describes the title to the left. This is a description paragraph. It explains the purpose of the page and describes the title to the left. • Example • Example • Example HEADLINE LEVEL 3 BRAND GUIDELINES MARASPRUIT.COM 02 This page shows the Bebas Neue and Monserrat in action. Both are very clear to read. The Black Diamond is only used for call to action and quotes. Headline: #26352a Body: #000000 Quote: #975427 VISUAL IDENTITY FONTS IN ACTION
  16. 16. Image Style
  17. 17. BRAND GUIDELINES MARASPRUIT.COM Black and white, sexy, grungy models From above on natural, raw materials Edgy, unexpected, models from different cultures Suggestive postures or gestures 02 Industrial environment, unexpected places and compositions Showing special moments/ details in a less obvious way Every image has a desaturated feeling/filter and typography is aloud to be added. VISUAL IDENTITY IMAGES DO’S
  18. 18. Clean, colorful photos with bad styling Innocent models who look into the camera Bright backgrounds and bad composition Staged, to high fashion with an attitude Black and white photos mixed with color filters BRAND GUIDELINES MARASPRUIT.COM 02 Too much make-up, unnatural looking models Every image that is staged, too saturated and unnatural is forbidden. also no use of heavy make-up on the models. VISUAL IDENTITY IMAGES DONT’S
  19. 19. Words & Content
  20. 20. BRAND GUIDELINES MARASPRUIT.COM 03 Content and communication from this brand should be honest, candid and raw. The audience need to recognize themselves in my way of looking slightly different towards life and the appreciation of everything around us. Examples should include personal stories, examples from real life situations and mostly small descriptions from where I found the objects used in my jewelry. You’ll sound: • Honest not perfect • Somethings a little provocative, definitely not conservative • Weird not inappropriate • Down-to-earth not polished • Slightly sarcastic but never to deliver a nasty blow to someone BRAND COMMUNICATION TONE OF VOICEMy brand needs to sound consistent. When I communicatie with my audience I will channel my inner Jack Sparrow.
  21. 21. BRAND GUIDELINES MARASPRUIT.COM 03 WE WOULD SAY Hello ‘Mila’ (first name) WE WOULDN’T SAY Hey, you there! WE WOULD SAY Are you a little different? Great! Always stay that way. WE WOULDN’T SAY Don’t act so strange, just be normal. BRAND COMMUNICATION TONE OF VOICE
  22. 22. • Unique • Different • Raw • Tough • Feminine • Honest • Genuine • Be bold • Original • Beachcomber • Unexpected places • Open your mind • Nobody is perfect • Never give up • Perfect imperfection • Artifacts & souvenirs • Rare treasures • Always be yourself • Unusual objects • Unpolished findings • Lost and found • Beautiful garbage • Rough & real • Dependable experiment • Beauty is in the eye of the beholder 03 BRAND GUIDELINES MARASPRUIT.COM BRAND COMMUNICATION WORD BANK There are words and phrases I use describing the brand. I will use them throughout my communication and content. • Unusual • Unexpected • Unpolished • Unjewelry
  23. 23. For people who seek the unexpected or Where unexpected objects become rare treasures 03 BRAND GUIDELINES MARASPRUIT.COM BRAND COMMUNICATION TAGLINE OTHER OPTIONS Where imperfect objects become perfect jewelry For people who appreciate the unusual and unexpected
  24. 24. SUPER SHORT (SOCIAL, BY LINE) Mara Spruit is a jewelry brand that embraces being unique, different and even a little bit weird. I believe that nobody is perfect, inside or outside. And that's a good thing. Imperfection makes you unique and rare, just like my jewelry. MEDIUM (PROFILE, BLURB) Mara Spruit is a jewelry brand that embraces being unique, different and even a little bit weird. I want to challenge people to look in a new way at the same things and show the beauty of hidden, unpolished and small details. I believe that nobody is perfect, inside or outside. And that's a good thing. Imperfection makes you unique and rare, just like my jewelry. So if you are different, please stay that way. You are perfectly perfect with your imperfection(s)!  For all my jewelry click here LONG (ABOUT PAGE) Mara Spruit is a Amsterdam based jewelry brand that embraces being unique, different and even a little bit weird for people who appreciate the unusual and unexpected. I want to challenge the perception of hidden, unpolished details and show the beauty of the little things in life. I think that looking at things differently and appreciating everything and everyone around you just a little bit more, will change your perspective. I believe that nobody is perfect, inside or outside. And that's a good thing. I believe in respecting everyone, just as they are. Because imperfection makes you unique and rare, just like my jewelry. So if you are different, please stay that way. You are perfectly perfect with your imperfection(s)!  And when you wear these rare treasures I have created for you, you’ll feel like the unique, strong and inspired woman you are. After my burn out, six years ago, I started a metal smith course, where I learned all the basics of making jewelry. I found a way to express my different look on raw and unpolished objects and turned them into something new and beautiful. And now I hope to grow an open minded community of people who are looking to express themselves too. People who also (want to) see beauty in unexpected places and reject the ‘expected’ places to buy jewelry. People who want to look and be different. For those of you who feel this way, check out ‘The Rare Treasures’ page… because every individual is a rare treasure! For all my jewelry click here and click here to see all of our ‘The Rare Treasures 03 BRAND GUIDELINES MARASPRUIT.COM BRAND COMMUNICATION BIOS
  25. 25. LOW TO HIGH Six years ago, during my burn out, I wanted to do something that makes me smile again. Since I have a degree in Graphic Design and 'Fashion and Branding' from the Amsterdam Fashion Institute, I always loved to create. So I started a metal smith course, which I kept doing for three years. Then a gave birth to my son and all of my precious time went to this little, beautiful, almost unearthly creature that we called Ziggy. He changed me and my perception of what is important in life. Simple things actually, but with an huge impact. Like standing still once in a while, appreciate what you have and enjoy the little things in life. But also be open minded, everybody is different and that is a good thing. So the hell with what other people thinks of you, except for the people you love of course. WHY STORY When I was a little girl I often wandered trough woods or along beaches to look for anything special or unusual that caught my eye. I kept all my souvenirs like cow bones, starfish, deer antler or sea needles in a wicker basket in my bedroom so my mother asked me every time she entered it to please throw it way because of the smell. But I didn't, because I loved my treasures.  Today I still collect these treasures. Only I don't store them in a basket, I use them to make something new, something beautiful. I create rare, unique pieces of jewelry out of unusual objects I find in unexpected places. Also daily observations of buildings, objects or people, in which detail plays an important role, I think are really interesting. I like shapes and textures. By enlarging a piece of an object – taking a detail – it sometimes changes the shape and thereby the significance of the image. This gives me inspiration for new ideas. HUMAN ELEMENTS I'm passionate about my family, especially my other half. I love to see our toddler change, learn and grow every day and my adolescent bonus daughter struggle trough High School and evolving into a beautiful and intelligent woman. I love fashion magazines, photography and going to museums. But just bicycling though Amsterdam also fills me with joy and lots of inspiration. Crete (Panormos - a little harbor town in the north) feels like my second home. And together with my family we always seek for unexpected places, different cultures and new adventures. The only thing I’m terrible bad about is reading the map – yes it’s a women’s thing I know! – so we get lost sometimes and actually… that’s not so bad at all. CLIENT STORY I don’t have any real client stories yet, except reactions on my jewelry on Facebook. VALUE STORY A few years back I went with my sister to Barcelona. It was the first time we really did something like this together. Everywhere we went I saw beautiful ‘garbage’ on the ground and picked those up. After a few times she looked at me, started laughing and called me a drifter. She thought I was weird. I told her I don’t see those items as useless and trash and that it makes me really happy to find beautiful things everywhere I go. Nowadays when we are together walking somewhere, she helps me and points stuff out on the street for me. She doesn’t pick them up though… 03 BRAND GUIDELINES MARASPRUIT.COM BRAND COMMUNICATION STORIES
  26. 26. JEWELRY A web shop for my jewelry and a place to sell them. STORIES Images, gif’s and video's about my treasure hunts, my life and how I design and produce my jewelry. PROMOTION Special offers and collaboration with other brands in the future. BLOG Place to show my stories, jewelry and everything that inspires me during the day. Also the place for my community. 03 BRAND GUIDELINES MARASPRUIT.COM BRAND COMMUNICATION CONTENT
  27. 27. BRAND COMMUNICATION CONTENT BRAND GUIDELINES MARASPRUIT.COM Images of my jewelry Interpretive images with quotes 03 Unusual model images with or without tagline Images of me and my stories about treasure hunting A few try outs for Instagram using stock images, my own fonts and colors, designed in Photoshop and Canva.
  28. 28. Live Your Brand
  29. 29. SHORT TERM JEWELRY To produce a new line of jewelry. CONTENT (WORD & IMAGES) Photoshoot of myself by Helene Wiesenhaan, produce different images and search on stock bureaus, finalize texts for website, Instagram and Pinterest and make a quote list. Website Build an website on SquareSpace (template: montauk) with the opportunity to buy jewelry. Including a blog, which I will post on 2 a 3 times a week. Check how to link my domain name to this website. And how will I be found easily by customers and Google. Email Write and design the basis for a newsletter. Learn about MailChimp and how to make an email list. 04 BRAND GUIDELINES MARASPRUIT.COM LIVE YOUR BRAND ACTION STEPS
  30. 30. INSTAGRAM Open an Instagram account including intro text and website link and post at least once a day. PINTEREST Make a Pinterest account and different boards with explains my ‘why’ I selected these boards. Pin 5 items every other day. PROMOTION/ADVERTISEMENT Write promoplan and advertisement strategy. LONG TERM FACEBOOK Open an Facebook account with more content (text/ images) and the opportunity to get more in contact with my audience. VIDEO’S/GIF'S Doing a course to learn how to make small video’s and graphics interchange formats (gifs) to upload on Instagram and Facebook. 04 BRAND GUIDELINES MARASPRUIT.COM LIVE YOUR BRAND ACTION STEPS
  31. 31. IDEA ENEMIES • Perfection • Not investing enough time, energy and money in my brand • Not being myself and follow my instincts NOT TO DO LIST • Not being completely honest • Evoke political discussion on my blog • Being too much influenced by trends I AM NOT • A jeweler who makes shiny and small items • The perfect jeweler with a silver smith degree 04 BRAND GUIDELINES MARASPRUIT.COM LIVE YOUR BRAND BRANDEMIES

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