Assignment #2 - Laying the Groundwork

Assignment #2 - Laying the Groundwork

Updated Nov, 12th 2012

goLightly's...little flips on life. - an discerning expressionary gift brand.

In one year - what do you want your brand to known for?

A perfect go-to gift for yourself or friends that has a cool vibe, is witty and meaningful, fresh and modern, wise yet uncoventional, and has multiple uses.  Tightly designed, crisply written, carefully edited.

The people who love your brand most care about:

The goLightly buyer/user is a smart, engaging woman between the ages of 20ish to... young at heart.  She is a generous and fun friend always questing for sources of inspiration for herself and to share.  She appreciates wit and loves a laugh.  She is deep thinker too and ponders 'why not' more often than 'why'.  Known to be somewhat impulsive, she has a deep curiousity about the world, is well-traveled and well-read.  She is attracted to style-makers and true originals in all fields and looks to them for wisdom.  Her renegade spirit from her youth is still with her.  She's spirited yet thoughtful at the same time  - and that extends to the gifts that she purchases.  The items she buys need to be reflections of herself - modern, interesting, stylish, thoughful, and discerning.  The adage 'it's the thought that counts' resonates deeply with her - as long as the thoughts are timelessly fresh.

Your brand is NOT:

Although an Expression/Inspiration-based line - goLightly's is never too sweet, pretty, flowery, or religious at all.  It is never vulgar or crass.  It's not dated or stodgy.  It's not crafty or too edgy.  It's not middle of the road, it's not Pop , and it's not polarizing either.  

Above all else - your brand stands for:

A modern source of inspiration that makes it a perfect gift for yourself and others - goLightly's are little flips on life.  Witty, amusing, and smart in meaningful sound bites - like tweeting on paper - because paper has soul and being human, we like to feel things in our hands.

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FINAL ASSIGNMENT:

OBJECTIVE:  WHAT IS THE GOAL OF THE BRANDING PROJECT?

To become a modern go-to giftline that fuses purposeful design with expression and meaning meant to amuse, inspire, and inform across life's topics.

WHO IS THE BRAND TRYING TO REACH DEMOGRAPHICALLY AND MINDSET?

Between the ages of 20-50+, the goLightly buyer/user is a smart, engaging and social woman with a busy schedule and is perennially young at heart with a j’oie de vie for her friends and family.  She seeks inspiration from many places and appreciates wit and laughter, wisdom and information.  Deeply curious about the world, she is attracted to and inspired by style-makers and true originals.  She’s spirited yet thoughtful at the same time – and the adage ‘it’s the thought that counts’ resonates deeply with her – as long as the thoughts are timelessly fresh – like herself - and readily available.

INSIGHT – WHAT IS THE CONSUMER NEED YOU ARE TRYING TO SOLVE?

Women with active lives are frequently in need of nice little 'go-to' gifts and rely on the same safe gifts time and again and is often lacking in meaning.  

KEY IDEA – CORE PURPOSE OF BRAND

Take a light-hearted approach to life.

SUPPORTING FACTS ABOUT THE BRAND:

  1. goLightly’s uses quotes, questions and witty expressions coined ‘little flips on life’ on card decks - like a modern day flash card.  
  2. The content is short, well-written and finely edited.
  3. Using a broad range of relevant topics from Love (LOVE), Happiness (be :), Modern Mantras (OM), Self-Esteem (Inside Matters), Aging (HotFlash) with a contemporary points of view. 
  4. Using style-makers and original thinkers as quotables, not-so-ordinary questions, modern quips and interesting facts.
  5. goLIghtly's will have a strong point of view that will appeal to  the spirited woman
  6. These light, portable flip-card decks are useful.  Bound together on a book ring with 50 cards to a ring on one topic.  Cards that can be kept on the ring for on-going inspiration or taken apart and used as gift tags, place cards, etc.
  7. Designed in a colorful, crisp, modern way – they are eye-catching gifts.  

3 WORD PERSONALITY:

  1. CONVERSATIONAL
  2. CHIC
  3. THOUGHTFUL

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