The document is an invoice from Crazy Domains summarizing a domain name purchase order for Meow Creative, including the registration of meowadvertising.com.au, meowcreative.com, and meowdesign.com.au for two years each, totaling $156 including GST.

2. < Create a mark >

3. contents
01 Seize the day
02 Why go to Albury
03 Who are the competition
04 What are our values and beliefs
05 Our positioning
06 What’s in a name
07 Colours and moodiness
08 Typography and fonts
09 Our mark / Form
10 Tag
11 Branding
12 On the line
13 A Shift
14 Changing pace
15
16
17

4. a new beginning... Changing our name and visual identity
was a difficult decision for us to make.
We had invested so much time and effort, and
even finances into the creation of Lantern. Time
and time again we have heard the advice “Don’t
“Know thyself.”
be precious with your ideas”. If you hold onto Plato
First Alchoibiades
an idea or piece of work too tightly it stops you
from evolving and making it into something even
better.
We came to the conclusion that we would loose
more in the long run by trying to fit our positioning
into our new market, rather than position our
business to fit the market.

5. a new look...
Functional Criteria our visual
logo
This pyramid
identity must meet look and feel illustrates that
we need to
understand
targeted messages what we stand
for. With self
• Bold, memorable, and appropriate knowledge
core messages we can start
• Immediately recognisable the process of
creating a strong
• Provides a clear and consistent image of the company we know who we are visual identity
which will be
sustainable well
• Communicates the companies persona
into the future.
• Legally protectable
• Has enduring value
• Works well across a variety of media and scale
• Works in both black and white and colour
• Has longevity
4

6. “Give to us clear vision that we may know where to stand and what to
stand for - because unless we stand for something, we shall fall for anything.”
Peter Marshall
why meow...
8

7. Our commitment is to create branding and advertising that is relevant, unique, beautifully designed and has longevity.
our promise
All our work will be founded on a strong strategic plan and be highly creative in its concepts and design.
Branding and advertising that connects with people.
Ads that are valuable for both our clients and the audience.
Creating a strong and memorable brand is crucial to the success of a business.
4

8. We striv
an
e
to
e
mto
cr
e
a
te
ad
something
people
s t hat
nce
at enha
ein g; ads th
enjoy se We
t people ssence .
Ads tha ity is our e
. Creativ ost
“ To think ily lives g the m
their da tion s; creatin
expecta
aim to exceed iginal ad
s.
creatively,
ssfu l and or
le, succe
m emorab
we must We want
an ‘j ust an ad’.
be more th
r wor k to a
eople on
ou
We want
hp
nect wit
be able
our
con el, and make
th em to
t ional lev
to look
dee per emo es of their
audience.
e liv
par t of th
afresh clients an intrinsic
at what
we
normally
take for
granted. ”
George Kneller

9. SOT
Passion
Strengths
Industry contacts
Weaknsses
W
Strong liaising skills Lack of industry experience
Minimum financial budget
Offer a more personal service
Less purchasing power
Majority of work done in-house; more unity and control Small portfolio of work
Being unknown
Diversity of Skills
We have training and qualifications in:
• strategic planning • art direction
• marketing • conceptualising
• copywriting • web design
• photography • various computer programs
Opportunities
Large amount of advertising work available
Create a niche in the market
Threats
Vast amount of competition
Advertising in Australia is quite conservative
Difficulty in gaining trust from prospective clients
Negative connotations towards the advertising industry.
8

10. < positioning >
Many say the ‘one stop shop’ huge advertising agency is gone. What we want MEOW to be is a targeted agency. Be it large or small, we want to be focused.
Everywhere you look there are niche markets popping up that specialise in specific areas. We believe that our agency will be more successful it we stick to: “We do ‘this’ and we do it well”, rather than trying to be all things to all people.
It doesn’t mean we will limit the variety of services we offer, it just means that we have more defined identity of who we are, both to our clients and ourselves.
Realistically we can’t compete on the same level as large Melbourne agencies such as Clemenger, Badger, George Patterson and Y&R. To differentiate ourselves and appeal to clients we need to offer something unique.
We analysed our abilities and looked into our strongest skills. After delving deep , we discovered that our forte is ‘branding’.
“ Differentiation is the distinctiveness of a brand;
how different it is from its competitors.
Differentiation is a bottom-line ”
Aaker

11. < competition >
There is extensive competition in advertising in Melbourne. We will have to work hard
to differentiate our business, prove ourselves and gain the trust of potential clients.
Our primary competition will be other small advertising agencies, particularly ones
that specialise in branding.
A Brilliant Ad Agency Earthquake Advertising Hope Advertising & Design Orangehammer Advertising That’s Magic Advertising
Above Advertising Eastern Advertising Ideas Factory Pace Advertising The Advertising Group
Ad Company Egami Advertising Ideas Galore Peter Telford Advertising The Big D
Adcore Creative EGM Advertising Ideas Solution Polygranet Advertising The Blue Group
Advantage Advertising Essentia Group Illuminati Power Advertising The Bundy Agency
AME Advertising E Synergy Advertising Imadgination Advertising Quantum Advertising The Can Do It Group
Barkley’s Advertising Agency Flash Advertising Inhouse MAD Raymond Pitts Advertising The Creative Brunch
Beard Kent Advertising Focus Communications Group Ink Reality Group The Egg Brand
Blink Creative Francis Maurice Design & Advertising Inspire Red House Design The Gallery
Bloomfield Advertising Frank Moore Advertising Ivor Bradley Advertising Red Pill Advertising The Hothouse
Bond & McCully Advertising Frontier Advertising Johnson & Hobby Communication Redhanded Creative & Marketing The Primary Agency
Brand Agency Furphy Advertising KB Advertising Rez Design & Advertising The Seed Agency
Carat Fuzzy Advertising Keyhole Advertising Richard Blackman Design The Selling Point Adevrtising & Design
Cheeky Pup Design G.Barrett & Associates Klout Advertising & Design Richard Hall Advertising The Sphere Agency
Chris Ralph Creative Gardner Dixon Hall Linc Rob Gauci Advertising TM Design
Clarity In Design Garry Shuttleworth Advertising Look Advertising Russell-Curtis & Jane Advertising Trout Advertising Design
Comcall Partners G’Day Advertising Love SAS Creative Twenty 20 Communication
Condor Advertising McMahon Advertising Scimitar Advertising 2’s Company
Convenience Advertising Get Real Advertising MAD House Sense U-Bahn Design
Coo’ee Advertising GMW Advertising Magmum Opus Advertising Skinner Advertising Ullen & Partners
Creative Muscle Gotcha Advertising M.A.M Advertising Smart United Advertising
Croft & Partners Advertising Goullet Geoff Advertising Marmalade Spin Communications Visual Identity
Cunningham Advertising Greyscale Advertising Melbourne Advertising Design Spinach Wadelton Advertising
Cusp Creative Grouse Advertising & Design Mercury Advertising & Design Squawk Box WAM Advertising
Cyclone Guthrie Advertising Mollison John Advertising Starship White Advertising
D&A Design & Advertising Hartrok Advertising MRM Advertising & Design Steven Judd Advertising Wordhouse
Design Line Hayes & Partners Normal Connell Advertising Studio Anybody Xpose Advertising
DGM Advertising Hero Creative O’Keefe Communications Surgery
Dickson AdPlace Hindsight Advertising Omega Advertising Tactix Creative
Dickson Petit Advertising Holst Advertising Onion Advertising Tequila
3 4

12. < va lues > and stra
tegy has change
d, our v alues ha
ve
h our location e. ship
Althoug the sam relation
remained lla borative and
basically d and co gy, time
g a ver y involve that is o
n strate
e in havin eat work
We st ill believ ucing g r
nd prod
lients, a
ith our c hly
k is hig
w
bu dget. that our wor nt to be
an
for us is al. We don’t wa t all our
element
portant an d originof the dollar. We wan
The mo
st im
ovative
ive, innns out work for the sa put our name on.
ke
c reat t chur ud to
agency t
ha e are pro iety and
have a
b e piec es that w into soc ions
work to put back k, donat
that we ono wor
importa
nt to us ve. Pro b
ich we li ur busin
ess.
It is ex tremely he wo rld in wh ning of o
nt the run
impact o l part in
positive a re a vita
sorships
and spon
3
8 4

13. Ii < identity >

14. “ The right name has the potential to become a self propelling publicity campaign,
motivating word of mouth, reputation recommendations, and press coverage. ”
LisaReidel
Folio 1
lur Burnbet t
tc MuseEBtal Sher
Choosing the right name proved
mpet Eotc E Bread
to be a huge challenge.
Cru Me w
We wanted a name which packed a punch.
Toast et Etc Etc Muse Blur rumpe Burnt TtoEsttc a
Crump Bread EstealBlSrehbeetrbet Coast Mseow
We wanted it to be easy to pronounce and easy
Meow uEstec MdluEutral SrnhBtrTuorasnctt Etcet Mtuc eEwc
to remember. When culling the list of names we
u
t T
B ur Beu t rtECerump st EM o t
brainstormed, we judged each of them against
Emcpet MEotwCBrulresuae BSmpbretbeC tumtpeowToa eow Bmepaed
t EMe a lhe M
positioning goals, performance criteria and
tc
t tc M l Sher TtoasTtocaEttc Mt Cru r
t
< meow >
availability.
CrBrTasdtc E ta BunBurnEt seadrbe
u eoa
urMput sereBlBllurrBurrtumpttapweShEstec Etc Munet
nt e E d ur E u n e l Br eu urtsall
B rum B a B Cr meo t
C eow MhserbrebeteaCasu EMtc Etc MosEwtealBlrueradBEEta
r d B
Stuale BheurrnttTdooEtttsEct Maeu BluBread Blur c
We decided on the name ‘Meow’. We liked the fact that it
M tcaltc S T ea Bre
Et E d E urnttc mp ow use breMuse Et
was a sound rather than a word, and that it was quite quirky.
Instead of having a name that represented what we do or
BBMruse BtherCeruTmsatpsMttc MceEtawSht Tpoeasttt at lESthcerbeatst
E lrua Blur BE ru e MoEtcer t
e
b t C oa e Etctd l m E e
o t t Ea euand p
SheErtablluerS TuronaTmpMoEbweeoBtwese BBurBuetr CruBueuwnnt Tooast
B Crst eer r Cr m r t T
what we offer, we wanted to have a name that conveyed a
t
Bnterbet ouasth etc Mu SuhseeburlaustrM oErc
M M Bl Bo B t
l
Bur Sh entt TEStctcEtusteal rrnt T t Etcruempet Etc
feeling or emotion. We think that it better represents the type
prrumpet EBMdEctEBalulr SuhCerurmbpeeteoC Br ad eow
of agency we are and the type of work we do - creative, fun,
unique and edgy.
rumBuC readeEa se Bet M w st M
C Bw r u
MeowMEetuco Eetc MtalluSrheurrbnBt uorants t Toat Etc Etc
Blur B tT Crumpe
Etc MErsetaadulsEBSherbe
B e e ow Breasde
Bread BMur Burnt Toast MEtc Mu
Muse hlerbet Crumpet Etc
Etal S
3 4

15. “ A tagline is a slogan, clarifier, mantra, company
statement of guiding principle that describes
or helps create an interest. ”
Debra Koontz Traverso
Outsmarting Goiath
Create a mark.
We wanted come up with a tagline that stated what
we do, but also played on our name, Meow. So we
started by brainstorming features and qualities of cats
that could also be connected to advertising:
Cats...hunt...devour...scratch...mark...
imprint...roam...sly...sleek...predators
From these we chose the word ‘mark’. Cats are
Create a mark.
renowned for clawing and scratching, and as a result
leave everything marked. We liked the concept of
our agency helping to create a ‘mark’ for our clients
So we began to think about what kind of mark will we
hope to be creating for our clients... Our mark will be...
Memorable...lasting...unforgettable...
permanent...vital...stand out...striking
Which followed onto a number of possibilities
for our tagline...
Make a distinctive mark
Make a memorable mark
Make a lasting mark
Make a striking mark
Leave a striking mark
Leave a mark
4

16. < www >

17. invoice
Tax Invoice for Order No. 83031
Inbox “sales@crazydomains.com.au”
<sales@crazydomains.com.au> to me
More options Aug 10
10/08/07
4. meowcreative.com
TO: Meow Creative registered until 9/08/09
26 DudleyParade Registration: 2 year(s)
Canterbury AUD $36.00 inc. GST
VIC, 3126
Australia 5. meowdesign.com.au
registered until 9/08/09
TAX INVOICE No. 83031 Registration: 2 year(s)
AUD $28.00 inc. GST
Dear Vivian,
Sum Total $156.00
Below is a summary of your order with Crazy Domains.
We charged your credit card:
1. meowadvertising.com.au Card: Visa
registered until 9/08/09 Valid: 06/08
Registration: 2 year(s) Owner: Vivian M Mcguinness
AUD $28.00 inc. GST
You may manage all of your products at http://www.crazydomains.com.au
2. meowadvertising.com Thank you for choosing Crazy Domains as your premier domain provider.
registered until 9/08/09 Best regards,
Registration: 2 year(s)
AUD $36.00 inc. GST Crazy Domains
76105510674
3. meowcreative.com.au http://www.crazydomains.com.au
registered until 9/08/09 help@crazydomains.com.au
Registration: 2 year(s)
AUD $28.00 inc. GST If you have any queries regarding your order, please reply to this email.
3

18. m eow em ail
Congratulations!
Your Email Hosting is successfully activated. Create as many email accounts as you want, up to the maximum limit set for your
Email Hosting plan. Now, you need to set up email on your computer.
------------------------------------------------------
1) Your Email Hosting Manager ------------------------------------------------------
------------------------------------------------------ 3) Setting up your Email
------------------------------------------------------
Use this username and password to use your Email Hosting Manager to configure
and create new email accounts. When you have created your new email account, set up your computer to send
and receive your new emails with ease in Outlook or any other email program.
Your Username: meowadve
Your Password: ByU1y91 Username: me@meowadvertising.com.au
Password: (Password set when creating the new email)
Domain Name: www.meowadvertising.com.au
Incoming Mail Server: mail.meowadvertising.com.au
------------------------------------------------------- Outgoing Mail Server: (Same as your Internet Provider)
2) Creating an Email Account
------------------------------------------------------ -------------------------------------------------------
To create a new email account, simply follow these easy steps: For more information, please visit our huge Help Section or email us.
Help & Support
• log in to your Email Hosting Manager control panel with your Email Email Help Desk
Hosting username and password
• click Add/Del Email Accounts in the Mail area -------------------------------------------------------
• click Add Account
• type the first part of the e-mail address in E-mail Thank You
• type the password for the new email account in Password
• review Quota – the mailbox size limit has been preset to the maximum Crazy Domains
of 100MB; type over if you want to reduce the size limit Customer Care
• click Create www.crazydomains.com.au
3 4

19. CASHFLOW FORECAST FOR 2008
MONTH JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL
REVENUE
ADVERTISING JOBS $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 120,000
$ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 120,000
< cash flow forecast 2006 >
COSTS
MONTH JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL
ADMINISTRATIVE
TELEPHONE $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 3,000
INTERNET $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 720
POSTAGE $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 60 $ 720
ELECTRICITY $ 150 $ 150 $ 150 $ 450
PRINTING $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 1,200
ACCOUNTING $ 250 $ 350 $ 600
SOLICITOR $ 700 $ 200 $ 200 $ 200 $ 200 $ 200 $ 200 $ 200 $ 200 $ 200 $ 200 $ 200 $ 2,900
INSURANCE
$ 1,420 $ 670 $ 670 $ 820 $ 670 $ 670 $ 1,020 $ 820 $ 670 $ 670 $ 670 $ 820 $ 9,590
PAY
SALARY $ 4,000 $ 4,000 $ 4,000 $ 4,000 $ 4,000 $ 4,000 $ 4,000 $ 4,000 $ 4,000 $ 4,000 $ 4,000 $ 4,000 $ 48,000
SUPERANNUATION $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 660
WORKCOVER $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 55 $ 660
SICK LEAVE PROVISION $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 1,200
HOLIDAY PAY PROVISION $ 1,200 $ 1,200 $ 2,400
$ 4,210 $ 4,210 $ 4,210 $ 4,210 $ 4,210 $ 5,410 $ 4,210 $ 4,210 $ 4,210 $ 4,210 $ 4,210 $ 5,410 $ 52,920
FINANCING COSTS
BANK CHARGES $ 70 $ 70 $ 70 $ 70 $ 70 $ 70 $ 70 $ 70 $ 70 $ 70 $ 70 $ 70 $ 840
CREDIT CARD FEES $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 600
$ 120 $ 120 $ 120 $ 120 $ 120 $ 120 $ 120 $ 120 $ 120 $ 120 $ 120 $ 120 $ 1,440
ADVERTISING
BUSINESS CARDS $ 410 $ 250
DOMAIN REGISTRATION $ 90 $ 95
WEB HOSTING $ 225 $ 225
EMAIL ACCOUNT $ 19 $ 19
YELLOW PAGES $ 3,000 $ 3,000
$ 3,605 $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 3,605
OFFICE SUPPLIES
STATIONARY $ 250 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 600
PAPER $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 50 $ 600
COMPUTERS $ 3,500 $ 4,250
PROGRAMS $ 4,250 $ 419
USB $ 399 $ 20 $ 420
CDS/DVDS $ 35 $ 35 $ 35 $ 35 $ 35 $ 35 $ 35 $ 35 $ 35 $ 35 $ 35 $ 35 $ 480
INDUSTRY PUBLICATIONS $ 40 $ 40 $ 40 $ 40 $ 40 $ 40 $ 40 $ 40 $ 40 $ 40 $ 40 $ 40 $ 540
PETTY CASH $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 1,800
$ 8,524 $ 225 $ 225 $ 225 $ 225 $ 225 $ 225 $ 225 $ 245 $ 225 $ 225 $ 225 $ 7,909
EQUIPMENT
COMPUTERS $ 3,500 $ 3,500
PROGRAMMES $ 4,250 $ 4,250
$ 7,750 $ 7,750
MOTOR VEHICLE
CAR REPAYMENTS $ 350 $ 350 $350 $ 350 $ 350 $ 350 $ 350 $ 350 $ 350 $ 350 $ 350 $ 350 $ 4,200
REGISTRATION $ 550 $ 550
INSURANCE $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 1,800
MAINTENANCE $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 1,800
DAMAGE $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 1,500
PETROL $ 300 $ 300 $ 300 $ 300 $ 300 $ 300 $ 300 $ 300 $ 300 $ 300 $ 300 $ 300 $ 3,600
$ 1,625 $ 1,075 $ 1,075 $ 1,075 $ 1,075 $ 1,075 $ 1,075 $ 1,075 $ 1,075 $ 1,075 $ 1,075 $ 1,075 $ 13,450
CLIENT EXPENSES
BUSINESS LUNCHES $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 18,000
GIFTS $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 150 $ 350 $ 600
$ 1,650 $ 1,650 $ 1,650 $ 1,650 $ 1,650 $ 1,650 $ 1,650 $ 1,650 $ 1,650 $ 1,650 $ 1,650 $ 1,850 $ 18,600
TOTAL EXPENSES $ 28,904 $ 7,950 $ 7,950 $ 7,950 $ 7,950 $ 9,150 $ 7,950 $ 7,950 $ 7,970 $ 7,950 $ 7,950 $ 8,680 $ 115,403
TOTAL REVENUE $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 120,000
TOTAL EXPENSES $ 28,904 $ 7,950 $ 7,950 $ 7,950 $ 7,950 $ 9,150 $ 7,950 $ 7,950 $ 7,970 $ 7,950 $ 7,950 $ 8,680 $ 115,403
8
CASHFLOW $ (18,639) $ 2,315 $ 2,050 $ 2,050 $ 2,050 $ 850 $ 2,050 $ 2,050 $ 2,030 $ 2,050 $ 2,050 $ 1,320 $ 4,597

20. LETTERFORM
A unique
design
using
one
or
more
letterforms
that
act
as a
mnemonic
device
for a
company
name.

21. meow meow
MEOWmeow MEOWmeow MEOW
meow
meow MEOW meow MEOW
meow meow meow MEOW
MEOW
Typography is the core building block of our
MEOW
meow MEOW meow
meow
visual identity. We needed a typeface which was
James Farjardo 40pt MEOW MEOWmeow
MEOW clear and legible but also unique, it was essential that
W MEOW
it encapsulated our personality.
meow
meow meow
MEOWmeow MEOW EOW
MEOW
O
We decided on basing our wordmark on the font
meow MEOW
meow
meow meow
M
‘James Fajardo’ and keeping our tag line in the classic
meow
meow E meow meow MEOW
‘Gill Sans’ font. ‘Gill sans’ is a clear font which was
W
10pt
meowmeow meow
M
s Light suitable for extensive use, ‘James Fajardo’ provided
GillSanns Bold 8 pt
meow meow MEOWmeow
GillSa
O
the base structure for our distinctive ‘meow’. We
MEOW meow meow MEOW
altered the font to give it a more streamlined
E
appearance.
meow
MEOW
M
MEOW
MEOW meowmeow
MEO MEOW
MEOW
meow
W
MEOW
4

22. Our original idea when designing our logo was that we would scratch it into a
variety of different surfaces then photograph them. We would then use these
images for our visual identity work.
Some of the surfaces we considered were wood, the side of a car, the skin on
e
someone’s arm, fabric on a leather couch…
We thought this would portray the edgy, raw feel we were going for.
Once we had designed our logo, we printed it and transferred it onto a block of
wood. We scatched away the wood until our logo was clearly visible. Next we
scanned it into photoshop and experimented with various filters, changing the
hue saturation and contrast balance.
hin g...
After trialing an assortment of effects and styles we realised the outcome didn’t
Sc ra t c seem to be working for us. It was a good idea in theory but due to our limited
technical resources, ended up being too difficult for us to execute. Instead we
decided to keep the design of our letterform in Illustrator.
4

23. Colour creates emotion, triggers memory, and gives sensation.
Gael Towey, Creative director
Martha Stewart Living Omnimedia
Colour evokes emotion, Our colour pallete will include a combination redhead
expresses personality and of warm earthy shades with bronze. Gritty, sandy
tones dominate for a look that is not too bright. india
instantly conveys feeling.
Although we were not going for a bright,
colourful look, we did take into consideration canary
Used consistently, the colours
the powerful impact that colour has on emotion.
that we use in branding our smoke
Orange and yellow have positive associations
identity can create unity. We which are relevant to our business.
pebble
created a colour palette which Orange combines the energy
could be used in all aspects of of red and the happiness of yellow. It
sahara
our buinesses identity. From the is associated with joy, sunshine, and the tropics.
colour of our office, to the colour It represents enthusiasm, fascination, tan
of our business cards and logo. happiness, creativity, determination,
attraction, success, encouragement, sienna
We wanted to choose
and stimulation.
colours that would help us stand
Orange increases oxygen supply to the chocolate
out from our competitors, so
brain, produces an invigorating effect,
experimented with a number of mocha
and stimulates mental activity.
possibilities. It is highly accepted among young people.
slate
We decided on a shade of In heraldry, orange is symbolic of strength
bronze as we wanted to convey and endurance.
steel
strength and professionalism. Red-orange corresponds to desire,
sexual passion, pleasure, domination, aggression,
grey
and thirst for action.
Metallics such as gold and also bronze evoke midnight
Ensuring consistency with a colour such as bronze was one key point that we considered when deciding the feeling of prestige. The meaning of gold is
on it. We are aware of the challenges of keeping consistency when using a metallic. The benefits of
illumination, wisdom, and wealth. deepsea
owning such a distinctive colour outweighed the costs of printing in bronze.We were confident that we
charcoal
could maintain consistency in our identity by keeping the colour palette in similar shades.
black
The bronze we chose is : Metallic PMS 896
4

24. In most cases our business card
will be the first contact that a potential
client will have with our business. For this Card Specifications
420gsm Artboard
reason it is extremely important that it
Black & Metallic PMS 896 on front,
makes a strong and lasting impresson.
PMS on back
Matt Cello/Lamination on both sides
The quality of our card instantly reflects
Finished size 48mm x 90m
the quality of our business.
As we had a substansial amount of
information to include on our cards, the
layout needed to be carefully considered. We decided on a rigid stock
We wanted to keep the design simple and Create a mark.
w w w. m e o w a d v e r t i s i n g . c o m. a u with a matte laminate.
uncluttered. Our initial idea was to have Verity Kowal This ensured a high quality feel.
Director
both of our details on one card. After some Mobile: 0429 122 233
Email: verity@meowadvertising.com.au
careful thought we realised it would not be
suitable.
We finalised our design and proceeded
with our hunt for a good offset printer;
One who could produce our cards within
our budget...
Create a mark.
w w w.m e o w a d v e r t i s i n g . c o m.a u
Vivian Mcguinness
Director
Mobile: 0410 745 787
Email: vivian@meowadvertising.com.au
4

25. business card quote letterhead quote
Allanby Press Printers Pty Ltd
Allanby Press Printers Pty Ltd ACN 005 500 710 ABN 399 426 672
ACN 005 500 710 ABN 399 426 672 1 Crescent Rd Camberwell Vic 3124
1 Crescent Rd Camberwell Vic 3124 Phone 9813 1422 Fax 9813 2175
Phone 9813 1422 Fax 9813 2175
Meow Advertising Quote No: 22309
Meow Advertising Quote No: 22308
Date: 17/10/07
Date: 17/10/07
Reference:
Reference: Fax:
Fax:
Attention: Verity Kowal
Attention: Verity Kowal
We thank you for your enquiry and are pleased to submit the following quotation:
We thank you for your enquiry and are pleased to submit the following quotation:
Meow Letterhead
Business Cards
Stock: 100gsm Maestro Triotec Laser
Stock: 420gsm Lotus Artboard
Size: A4
Size: 55 x 90
Colours: Met 876
Colours: 1pms + Met
Finishing: Trim & pack
Finishing: Matt/Gloss Laminate x 2 sides, Trim and pack
PrePress: Proofs & CtP from supplied
PrePress: Proofs & CtP from supplied
Delivery: FIS Melbourne metro
Delivery: FIS Melbourne metro
Comments:
Comments: QTY: 500= 500 each name, 1000 = 1000 each name
Quantity 500 1,000
Quantity 500 1,000
Printing $170.00 $190.00
Printing $355.00 $370.00
GST $17.00 $19.00
GST $35.50 $37.00
$187.00 $209.00
$390.50 $407.00
If you would like to discuss this quote further, please don't hesitate to contact me.
If you would like to discuss this quote further, please don't hesitate to contact me.
Yours Faithfully,
Yours Faithfully,
Andrew Klaric
Andrew Klaric
All quoted prices are valid for 30 days, and subject to revision upon sight of final artwork.
All quoted prices are valid for 30 days, and subject to revision upon sight of final artwork. Please use the above Quote Number in all correspondence regarding this Quotation.
Please use the above Quote Number in all correspondence regarding this Quotation.
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26. “ Interactive experiences require non linear thinking,
inviting interfaces, and creative intelligence. ”
Stella Gassaway,
Stellarvisions
meow online
When creating our website we had As a new business that is just starting out, we ornaments and pieces of furniture as buttons that
numerous aspects we needed to don’t have a large portfolio of work to showcase linked to our content pages. We brainstormed
consider to ensure success. for Meow. This made it even more important for what items would be relevant for the various
our site to demonstrate our creativity and show content pages, and came up with things like a
Some of these were: clients the calibre of work we are capable of telephone = contact, art work = our portfolio,
- An interesting interface producing. photo = about us etc.
- Consistency with our brand image
- Ease of use The setting for our sites interface takes place in Some of the elements in the room are also
- Loading time our virtual lounge room. We wanted to create animated, which brings more movement and
- Relevant information an ambience where the user could get a feel for life to the space (eg. the lava lamp and fish).
what we are all about. It was essential that the
Above all, our website needed to expeience was entertaining and involved To keep the site consistent with the design of
clearly communicate the style of work a personal touch. our logo and business card we created the website
we do and what services we offer. using sepia imagery.
While having a poke around the eclectic mix of
We wanted to reflect the personality of our furniture, ornaments and other curiosities scatterd If you look carefully, you will notice evidence
business and keep it in line with the design and throughout the lounge, users will discover that that some sort of wild cat has been in the lounge,
feel of our logo. The last thing we wanted was a many of the items will take them straight to the stragely it’s nowhere to be seen.
boring, stiff site. information they need.
It had to be fun, youthful, raw Instead of utilising standard navigation, we decided Although the cats no longer around, its sure left a
and original. it would be more interesting to use the various noteworthy mark!
www.meowadvertising.com.au
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29. All of the strategic, conceptualising, Work/Services that we will need outsourced:
design and website work will be done
in-house. However we will need to • Printing
work in conjunction with many other • TV Production
businesses for the execution of • Radio Production
specific tasks. • Domain Registration
• Website Hosting
We will need to thoroughly research various • Specialised Photography
industries to discover the best prices and quality we • Talent Casting
can get for the various goods and services we will be • Media Planning
utilising. The better price we can get for production, • Market Research
the less we can charge our clients and/or the higher • Animation
the profit margin for our own business. • Promotional Material
• Drawing & Rendering
This diagram depicts
We will then need to establish excellent on-going • Packaging what we do within the
agency and the things
relationships with these businesses we liase and work • PR
we outsource.
with. • Event Management
“ Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments
toward organizational objectives. It is the fuel that allows common people to attain uncommon results.”
Andrew Carnegie
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30. < goals >
Short-term
• Establish 5 regular clients
• Create awareness of the business
• Establish relationships with prospective clients
• Form good relationships with productions
businesses
• Stay afloat
Long-term
• Have a strong portfolio of clientele
• Generate Profit
• Increase workforce
• Become a competitive player in the
advertising industry
• Have a highly regarded reputation within the
advertising industry
• Finalist in AFA Effectiveness awards and
MADC awards
“ Real success is finding your lifework in the work that you love. ”
David McCullough
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31. < what the future holds >
sleepless nights, a caffeine addiction, wrinkles,
fast food, headaches, no social life...
and the chance to do what we love.