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Vincent Usher

Strategy.

278

4

WYW - What You're Worth

Hi there,

My name is Vince Usher and I'm an advertising strategist working in Sydney Australia. This project is a brand planning exercise for a fictional business called WYW, which is an acronym for What You're Worth. 

Our fictional business offers professional photography services and resume design to business executives local to the city of Brisbane Australia. The sole purpose of WYW is to develop online career profiles.

You can visit our site at www.wywbrand.com (Sorry no longer active)

VISION: 

WYW want to be part of a world in which the "MS Word resume" is dead. A world where your blurry linkedin picture at the cafe is a thing of the past, where people feel empowered to communicate their identity with professional photography, and without the corporate cringe.

Consider us the haircut of the digital world. We want to deliver resumés and profile photo's so sharp that they become the standard weapon of choice for every jobseeker looking for that edge.

By offering a professionally designed resume along with commercial quality profile photography services, WYW are creating a new benchmark, starting with you. 


MISSION:
 

'Starting with you'

I'm sure - like most - you have an incredibly difficult time articulating an answer to the question 'who am I?'. The human character is so intricate in it's makeup, that who we are as people is almost too often lost in our voyeurs shortcut to assumptions.  Our mission is to try and communicate who you are in the most honest and compelling way possible. We understand the cringe that comes with superficial narcissism, so we use honesty as a weapon to ensure people  leave our studio feeling like they have the most authentic portrait of who they truly are. 

 

VALUES: 

• Authenticity is key

• Aesthetic must always be functional

• The image should speak for itself

• Empathy guides the lens 

 

BRAND POSITIONING:

Our brand is?

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Our brand is not?

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We are torn?

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OUR BRAND IS:

Intuitive, Simple, and Certain.

 

VOICE AND TONE:

LOOK AND FEEL: 

CHANNEL STRATEGY/COMMUNICATIONS FRAMEWORK: 

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