Summary of Briefing
Brand – Vega
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Mission: Vega graduates a new bread of thinkers with expertise to generate innovative and sustainable brand ideas.
Positioning: wisdomwithmagic
(needs substance – self reflection and context in the way you think)
Concept: brand revitalisation (refer to four steps)
Target Market: Alumni (Orbit)
Students (part time and full time)
Aim: to increase advocacy of the brand
Promote and maximise the brand
Add value
(Increase value for students and alumni)
Our question: to create platforms for current and future sustainable involvement, by alumni and students, with the Vega family
Budget: zero based
Launch: mid October
It’s not just a PR campaign
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Started just with creative programs – brand communication school – integrate
Vega is a sustainable brand, not just a surface brand
Vega doesn’t believe in surface brands that just value to consumers.
To sell a brand you need awareness of the category
Vega is in a brand category not a marketing or advertising category.
Can we use brands with more meaningful ideas to add value?
Vega has products – the courses that they offer
There are 4 ideas:
Generating/stimulating brand culture internally
Revitalising brand consciousness internally and externally
Tapping and mobilising student alumni
Mobilising current student base to grow brand awareness
Current students – brand culture (students should be aware of what Vega is about. Both past and present)
Alumni – brand advocates (advising and guiding, send people, workshops)
A reason for students not coming back is that maybe Vega don’t have an offering that they want.
Vega wants to get alumni to orbit
What do Vega want from orbit and what does orbit want from Vega?
What will the aim of the brief do for Vega?
Fulfil/ speed up mission and vision. It will send out a new breed of thinkers
Most people here about Vega through word of mouth
Vega must promote that they are a healthy brand
Vega want/need to be stronger financially
If you have a strong inside, you’ll have a strong outside
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Alumni bring brands back into Vega
Alumni come back after about 2 or 3 years
Alumni who were at Vega 8 or 9 years ago (when Vega started) should be targeted now (20 –30 years old)
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Must put metrics in place to measure the success of the campaign
Take SMART objectives back into roll out
Sunday, August 23, 2009
which alumni do we speak to?
1. people who are involved with Vega but aren't alumni
2. alumni who are involved (lectures, guest speakers)
3. alumni who aren'e involved
4. look at successful alumni prorams
2. alumni who are involved (lectures, guest speakers)
3. alumni who aren'e involved
4. look at successful alumni prorams
alumni profiles
as part of the alumni interviews we would like to create alumni profiles..
this will include:
1. a photo of the alumni being interviewed
2. when they graduated
3. where they are now
4. rate vega out of ten
this will include:
1. a photo of the alumni being interviewed
2. when they graduated
3. where they are now
4. rate vega out of ten
alumni quetions to be asked in interview
Questions for alumni
What made you go do Vega?
What was your Vega experience like?
Did the course you did at Vega equip you for the job you are doing?
Would you want to get involved with the Vega family again?
How would you want to get involved?
How can Vega facilitate that?
Do you feel that you can add value to the Vega family?Would you want to add value to current students lives, by being involved with Vega?
What made you go do Vega?
What was your Vega experience like?
Did the course you did at Vega equip you for the job you are doing?
Would you want to get involved with the Vega family again?
How would you want to get involved?
How can Vega facilitate that?
Do you feel that you can add value to the Vega family?Would you want to add value to current students lives, by being involved with Vega?
comment cards
front
1. dude where's my car?
2. does Vega have interner, or is it just a myth?
3. wisdomwith_________?
4. Come Be Clever... so what am i studying?
back
comment here (top)
haveyoursayaboutvega.blogspot.com (bottom)
haveyoursayaboutvega - facebook (bottom)
1. dude where's my car?
2. does Vega have interner, or is it just a myth?
3. wisdomwith_________?
4. Come Be Clever... so what am i studying?
back
comment here (top)
haveyoursayaboutvega.blogspot.com (bottom)
haveyoursayaboutvega - facebook (bottom)
questionnairre 1 - students
What stage are you at in your Vega journey?
1st year 2nd year 3rd year honours
What is your specialisation?
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What colour is Vega?
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What are three words that describe Vega?
_______________ _________________ ____________________
If Vega were an animal what animal would it be?
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Rate your Vega experience out of 10. 1 being the lowest and 10 being the highest
_____________________________
What is your attitude towards Vega?
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Do you feel that Vega gives you what it promises?
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What is the Vega experience about for you?
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
What is one high and one low of your Vega experience so far?
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What is one change that you would make to Vega?
_______________________________________________________________________________________________________________________________________________________________________________________________________________
As alumni would you want to be involved with Vega?
_______________________________________________________________________________________________________________________________________________________________________________________________________________
What would make you want to come back and get involved with Vega?
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Do you know any alumni that are involved with Vega?
If yes what do they do?
_______________________________________________________________________________________________________________________________________________________________________________________________________________
If you went to another institution, where would you go and why?
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Other comments
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
1st year 2nd year 3rd year honours
What is your specialisation?
____________________________________________________________________
What colour is Vega?
_____________________________________________________________________
What are three words that describe Vega?
_______________ _________________ ____________________
If Vega were an animal what animal would it be?
_____________________________________________________________________
Rate your Vega experience out of 10. 1 being the lowest and 10 being the highest
_____________________________
What is your attitude towards Vega?
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Do you feel that Vega gives you what it promises?
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
What is the Vega experience about for you?
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
What is one high and one low of your Vega experience so far?
_______________________________________________________________________________________________________________________________________________________________________________________________________________
What is one change that you would make to Vega?
_______________________________________________________________________________________________________________________________________________________________________________________________________________
As alumni would you want to be involved with Vega?
_______________________________________________________________________________________________________________________________________________________________________________________________________________
What would make you want to come back and get involved with Vega?
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Do you know any alumni that are involved with Vega?
If yes what do they do?
_______________________________________________________________________________________________________________________________________________________________________________________________________________
If you went to another institution, where would you go and why?
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Other comments
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
research
research will be done using different methods to gain information.
for general research amongst students, there will be 4 different mediums for information gathering:
1. have your say about vega - blog
haveyoursayaboutvega.blogspot.com
2. have your say about vega - facebook group
3. questionnaires
4. interactive comment cards. cards will be handed out in the canteen with quirkt saying or questions around vega. on the reverse side of the card will be space for students comments. the card will also contain the blog address and the name of the facebook group
Indepth interviews will be done with alumni - those involved with vega as well as those who aren't
quetionnaires will be done with alumni and the alumni offices of different campuses
for general research amongst students, there will be 4 different mediums for information gathering:
1. have your say about vega - blog
haveyoursayaboutvega.blogspot.com
2. have your say about vega - facebook group
3. questionnaires
4. interactive comment cards. cards will be handed out in the canteen with quirkt saying or questions around vega. on the reverse side of the card will be space for students comments. the card will also contain the blog address and the name of the facebook group
Indepth interviews will be done with alumni - those involved with vega as well as those who aren't
quetionnaires will be done with alumni and the alumni offices of different campuses
research proposal update
Research Proposal
To create platforms for current and future sustainable involvement, by alumni and students, with the Vega family
1. Aim…
2. Research objectives…
3. Research groups…
4. Methodology…
5. Timeline…
…………………………………………………………………………………………
1. Aim
To acquire understanding on how students and alumni are associated with Vega.
This will allow insights to be gained for the creation of an innovative and effective platform to keep wisdomwithmagic alive amongst alumni
2. Objectives
Insights
To gain an understanding of what value means to students and alumni, in terms of Vega.
To understand what the problems (negative perceptions) are around Vega.
To find out what the T.M wants – where do they feel changes can/need to be made.
To identify the criteria that would induce people to get involved in a positive way
To identify how alumni can do better by doing more (what are they getting for giving)
To identify what would create a school that cares for you and treats you like a person
The insights will be pulled and placed into categorised groups. These groups are:
The what a load of bollocks
The I want to be involved but I don’t know hows
The I’ve never thought about its
The I’ve thought about it, know I’m not getting anything out of it, so I’m not going to do its
o To understand student’s aspirations and ideas for involvement with Vega
o Explore the creation of belonging and commonality with the Vega family/brand
o Understand the decisions and reasons for being involved with Vega
o Investigate existing ties Vega has with its alumni
o Investigate existing forms of communication Vega has with students and alumni
o To understand the workings and success of other alumni programs
Gauging of general information
To understand peoples current perceptions around Vega
Contact points
(Internal branding) – how do lecturers and the Vega environment add value
Where do internal branding changes need to be made
Effectiveness or lack there of, of all touch points. Both primary and secondary
How do alumni and students act as a contact point?
Who are the alumni? What makes them come back? How long did it take to come back? Would it have been different if?
3. Research Groups
Demographics
Between 18-25, 20-26 and 27 onwards
Within Joburg area
Segmentation
Segment 1.
18-25
They are entering or involved with tertiary education.
They think they know what they want to do with their lives.
They are active and social with a group of friends at these institutions.
They have a lot more time to be involved in different things.
Segment 2.
20-26
They are entering the working world (first job).
Their time is limited. They are trying to establish themselves and earn respect within the workplace.
They socialise with friends a lot less than before, as time is limited.
Segment 3
27 onwards
They have secure jobs with a stable income.
They are looking out for themselves.
Their time is limited because of pressure and deadlines within the workplace.
They try to make time to socialise with friends.
4. Methadology
Use interactive methods where ever possible..
Create a blog / facebook page….
Interact with students from 1st year to honours - creative questionnaire or discussion
Create something around Vega (in canteen)
Insights – in depth interviews
5. Timeline
Thursday 20 – Wednesday 26
Thursday 20
Friday 21
Segment market
Refine methodology.
Set up blog and facebook for research
Interviews
Saturday 22
Secondary research
Questionnaires
Blog! Blog! Blog!
Sunday 23
Pull insights from completed interviews and secondary research
Monday 24
Go to different campuses – questionnaires
Phone alumni
Phone alumni offices on different campuses
Tuesday 25
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
Wednesday 26
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
To create platforms for current and future sustainable involvement, by alumni and students, with the Vega family
1. Aim…
2. Research objectives…
3. Research groups…
4. Methodology…
5. Timeline…
…………………………………………………………………………………………
1. Aim
To acquire understanding on how students and alumni are associated with Vega.
This will allow insights to be gained for the creation of an innovative and effective platform to keep wisdomwithmagic alive amongst alumni
2. Objectives
Insights
To gain an understanding of what value means to students and alumni, in terms of Vega.
To understand what the problems (negative perceptions) are around Vega.
To find out what the T.M wants – where do they feel changes can/need to be made.
To identify the criteria that would induce people to get involved in a positive way
To identify how alumni can do better by doing more (what are they getting for giving)
To identify what would create a school that cares for you and treats you like a person
The insights will be pulled and placed into categorised groups. These groups are:
The what a load of bollocks
The I want to be involved but I don’t know hows
The I’ve never thought about its
The I’ve thought about it, know I’m not getting anything out of it, so I’m not going to do its
o To understand student’s aspirations and ideas for involvement with Vega
o Explore the creation of belonging and commonality with the Vega family/brand
o Understand the decisions and reasons for being involved with Vega
o Investigate existing ties Vega has with its alumni
o Investigate existing forms of communication Vega has with students and alumni
o To understand the workings and success of other alumni programs
Gauging of general information
To understand peoples current perceptions around Vega
Contact points
(Internal branding) – how do lecturers and the Vega environment add value
Where do internal branding changes need to be made
Effectiveness or lack there of, of all touch points. Both primary and secondary
How do alumni and students act as a contact point?
Who are the alumni? What makes them come back? How long did it take to come back? Would it have been different if?
3. Research Groups
Demographics
Between 18-25, 20-26 and 27 onwards
Within Joburg area
Segmentation
Segment 1.
18-25
They are entering or involved with tertiary education.
They think they know what they want to do with their lives.
They are active and social with a group of friends at these institutions.
They have a lot more time to be involved in different things.
Segment 2.
20-26
They are entering the working world (first job).
Their time is limited. They are trying to establish themselves and earn respect within the workplace.
They socialise with friends a lot less than before, as time is limited.
Segment 3
27 onwards
They have secure jobs with a stable income.
They are looking out for themselves.
Their time is limited because of pressure and deadlines within the workplace.
They try to make time to socialise with friends.
4. Methadology
Use interactive methods where ever possible..
Create a blog / facebook page….
Interact with students from 1st year to honours - creative questionnaire or discussion
Create something around Vega (in canteen)
Insights – in depth interviews
5. Timeline
Thursday 20 – Wednesday 26
Thursday 20
Friday 21
Segment market
Refine methodology.
Set up blog and facebook for research
Interviews
Saturday 22
Secondary research
Questionnaires
Blog! Blog! Blog!
Sunday 23
Pull insights from completed interviews and secondary research
Monday 24
Go to different campuses – questionnaires
Phone alumni
Phone alumni offices on different campuses
Tuesday 25
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
Wednesday 26
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
New Research proposal and further developments
Research Proposal
To create platforms for current and future sustainable involvement, by alumni and students, with the Vega family
1. Aim…
2. Research objectives…
3. Research groups…
4. Methodology…
5. Timeline…
…………………………………………………………………………………………
1. Aim
To acquire understanding on how students and alumni are associated with Vega.
This will allow insights to be gained for the creation of an innovative and effective………………………………………….
2. Objectives
Insights
To gain an understanding of what value means to students and alumni, in terms of Vega.
To understand what the problems (negative perceptions) are around Vega.
To find out what the T.M wants – where do they feel changes can/need to be made.
To identify the criteria that would induce people to get involved in a positive way
To identify how alumni can do better by doing more (what are they getting for giving)
To identify what would create a school that cares for you and treats you like a person
The insights will be pulled and placed into categorised groups. These groups are:
The what a load of bollocks
The I want to be involved but I don’t know hows
The I’ve never thought about its
The I’ve thought about it, know I’m not getting anything out of it, so I’m not going to do its
o To understand student’s aspirations and ideas for involvement with Vega
o Explore the creation of belonging and commonality with the Vega family/brand
o Understand the decisions and reasons for being involved with Vega
o Investigate existing ties Vega has with its alumni
o Investigate existing forms of communication Vega has with students and alumni
Gauging of general information
To understand peoples current perceptions around Vega
Contact points
(Internal branding) – how do lecturers and the Vega environment add value
Where do internal branding changes need to be made
Effectiveness or lack there of, of all touch points. Both primary and secondary
How do alumni and students act as a contact point?
Who are the alumni? What makes them come back? How long did it take to come back? Would it have been different if?
3. Research Groups
Demographics
Between 18-25 and 26 onwards
LSM
Within Joburg area
Psychographics
Segmentation
4. Methadology
Use interactive methods where ever possible..
Create a blog / facebook page….
Interact with students from 1st year to honours - creative questionnaire or discussion
Create something around Vega (in canteen)
Insights – in depth interviews
Questionnaire one – opinions around Vega
What stage are you at in your Vega journey?
1st year 2nd year 3rd year honours
What colour is Vega?
What are three words that describe Vega?
If Vega were an animal what animal would it be?
What is your attitude towards Vega?
Do you feel that Vega gives you what it promises?
What is the Vega experience about for you?
5. Timeline
To create platforms for current and future sustainable involvement, by alumni and students, with the Vega family
1. Aim…
2. Research objectives…
3. Research groups…
4. Methodology…
5. Timeline…
…………………………………………………………………………………………
1. Aim
To acquire understanding on how students and alumni are associated with Vega.
This will allow insights to be gained for the creation of an innovative and effective………………………………………….
2. Objectives
Insights
To gain an understanding of what value means to students and alumni, in terms of Vega.
To understand what the problems (negative perceptions) are around Vega.
To find out what the T.M wants – where do they feel changes can/need to be made.
To identify the criteria that would induce people to get involved in a positive way
To identify how alumni can do better by doing more (what are they getting for giving)
To identify what would create a school that cares for you and treats you like a person
The insights will be pulled and placed into categorised groups. These groups are:
The what a load of bollocks
The I want to be involved but I don’t know hows
The I’ve never thought about its
The I’ve thought about it, know I’m not getting anything out of it, so I’m not going to do its
o To understand student’s aspirations and ideas for involvement with Vega
o Explore the creation of belonging and commonality with the Vega family/brand
o Understand the decisions and reasons for being involved with Vega
o Investigate existing ties Vega has with its alumni
o Investigate existing forms of communication Vega has with students and alumni
Gauging of general information
To understand peoples current perceptions around Vega
Contact points
(Internal branding) – how do lecturers and the Vega environment add value
Where do internal branding changes need to be made
Effectiveness or lack there of, of all touch points. Both primary and secondary
How do alumni and students act as a contact point?
Who are the alumni? What makes them come back? How long did it take to come back? Would it have been different if?
3. Research Groups
Demographics
Between 18-25 and 26 onwards
LSM
Within Joburg area
Psychographics
Segmentation
4. Methadology
Use interactive methods where ever possible..
Create a blog / facebook page….
Interact with students from 1st year to honours - creative questionnaire or discussion
Create something around Vega (in canteen)
Insights – in depth interviews
Questionnaire one – opinions around Vega
What stage are you at in your Vega journey?
1st year 2nd year 3rd year honours
What colour is Vega?
What are three words that describe Vega?
If Vega were an animal what animal would it be?
What is your attitude towards Vega?
Do you feel that Vega gives you what it promises?
What is the Vega experience about for you?
5. Timeline
Thursday, August 20, 2009
Research proposal
Research Proposal
1. The challenge…
2. Research objectives…
3. Research design…
4. Timeline…
…………………………………………………………………………………………
1. Challenge
To add value to alumni and current students of Vega (reword)
2. Objectives
Gain an understanding of what value means to students and alumni, in terms of Vega.
Understand what the problems (negative perceptions) are around Vega.
Find out what the T.M wants – where do they feel changes can/need to be made.
(Internal branding) – how do lecturers and the Vega environment add value
Where do internal branding changes need to be made
Effectiveness or lack there of, of all touch points. Both primary and secondary
Who are the alumni? What makes them come back? How long did it take to come back? Would it have been different if?
What draws alumni and students back to or to Vega?
How do alumni and students act as a contact point?
(Important contact points – employees, students [primary and secondary], alumni)
3. Design
Use interactive methods where ever possible…
Create a blog / facebook page….
Interact with students from 1st year to honours - creative questionnaire or discussion
Create something around Vega ( in canteen)
4. Timeline
Thursday 20 – Wednesday 26
Thursday 20
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
Friday 21
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Saturday 22
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
Sunday 23
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Monday 24
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
Tuesday 25
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
Wednesday 26
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
1. The challenge…
2. Research objectives…
3. Research design…
4. Timeline…
…………………………………………………………………………………………
1. Challenge
To add value to alumni and current students of Vega (reword)
2. Objectives
Gain an understanding of what value means to students and alumni, in terms of Vega.
Understand what the problems (negative perceptions) are around Vega.
Find out what the T.M wants – where do they feel changes can/need to be made.
(Internal branding) – how do lecturers and the Vega environment add value
Where do internal branding changes need to be made
Effectiveness or lack there of, of all touch points. Both primary and secondary
Who are the alumni? What makes them come back? How long did it take to come back? Would it have been different if?
What draws alumni and students back to or to Vega?
How do alumni and students act as a contact point?
(Important contact points – employees, students [primary and secondary], alumni)
3. Design
Use interactive methods where ever possible…
Create a blog / facebook page….
Interact with students from 1st year to honours - creative questionnaire or discussion
Create something around Vega ( in canteen)
4. Timeline
Thursday 20 – Wednesday 26
Thursday 20
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
Friday 21
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
Saturday 22
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
Sunday 23
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
Monday 24
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Tuesday 25
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
Wednesday 26
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
Our document of phase1
Headway’s brand identity
Who are we?
Headway is an exciting new sestet consisting of super fantastic minds. We have a common passion for creating, exploring, experiencing and learning. We strongly believe in the consistent growth of both the brand and the individual members thereof.
Our personality…
Headway is young, dynamic, and insightful and open minded. Our collective qualities include being trendy, vibrant and zestful. We are also understanding and accepting of all new ideas.
Our philosophy…
Headway explores all possible combinations of solutions to assist the brand in creating and achieving a differentiated competitive advantage.
Our Essence…
Headway is all about sustainable intuitive strategy and design.
Core Ethos…
- Serving brands that aspire to be socially responsible.
- Upholding an environmentally friendly approach to everything that we do.
- Advertising that is not offensive to any ethnic, racial or religious grouping.
- Upholding the core values of the brand.
- Producing a high standard of service delivery.
Extended Ethos…
- Open mindedness and willing to learn from our colleagues as well as from our clients
- Concise, punctual delivery of all creative concepts and solutions.
- Continuously adding value to the consumer’s life.
- Believe in our work
Our competitors…
The Green House
Grid
TBWA
Headway sees the above-mentioned agencies as the most threatening competition as they are focused on social awareness, improving the life of the consumer as well as being involved in advertising and marketing competitor brands. Indirect competitors include all creative agencies and creative schools in Johannesburg.
Our positioning…
Headway is a dynamic sestet that aims to create, sustainable branding solutions.
Our mantra…
Forward-looking
Why Headway…
Our sestet is forward moving; we always progress towards a goal. We lead the pack. We aim to always fill a gap in consumer’s minds, whether be consumers of the headway brand or consumers of the brands headway work on. We are headstrong; this may seem like a negative. Negatives create room for opportunities, so being headstrong is important.
Our logo…
Our logo is made up of a number of elements. Each is element is relevant and significant to headway.
The fish represents Headway’s natural, organic and sustainable environment. A fish has it’s own qualities which are similar to those of Headway. Fish are agile, they move quickly. They are dynamic. Headway is always in the now, we keep up with trends and adapt ourselves to changing environments in order to maximise our output. Headway is headstrong, without the arrogance, like fish Headway moves upstream. We go against the grain. Fish move in schools, to Headway this represents a collection.
The idea of a collection is carried through into the cogs. The cogs are a metaphor for a collection of different aspects coming together to put something in motion.
The cogs are mechanical, but in 21st century mechanical has shifted to technological. Both of these aspects are relevant to Headway. Headway does not forget where it came from and the road it travelled to get where it is. Headway is all about Web 2.0, it’s sustainable and interactive. The Web allows Headway to create a two way platform between consumer and brand.
The colours used are different shades of grey and orange. They greys represent the mechanical side of Headway as well as the natural and organic side. The orange is both energy and happiness. It represents enthusiasm, creativity, determination, success, stimulation and encouragement.
Stationary…
Headway’s logo is carried through all the stationary items of the brand. Examples of the stationary are: Business cards, letterheads and continuation pages, name tags, paper clips and email templates. Stationary that acts as a contact point between Headway and clients, represent headway’s values. From the paper stock that letters are printed on to the die cut business cards. The paper is recycled and the die cut represents the transparency of the Headway brand and it shows the inner workings of Headway. This is evident by being able to see the cogs through the fish. See appendix A
The Agreement
Upon signing this document the sestet of Headway agree to abide by the code of conduct stated below for the duration of the assignment.
Time. Punctuality. Destination
I agree to be punctual and courteous at all times for the full duration of this assignment. In the event of myself being absent or late I agree to notify the group by either phoning or messaging one of the group members.
I agree to work productively from 9 – 5 unless working overtime is needed.
I agree to meet deadlines, so that weekends are free.
I agree that if I am more than 20 minutes late to a group meeting, without a reason, I will pay a fine of R10.
I agree that if alternate arrangements need to be made (e.g where headway is working) the group will be notified before hand. We always swim with the school.
I. Me. Others
I agree that if any member of the group is not present for any final decision making process their vote will be considered null and void.
I agree to at all time conduct myself in a manner, which does not offend or exclude any of the group members. This means no fishy out of what. In the event of my offending a group member I agree to sort it out there and then and not let it affect the groups productivity.
I agree to consider and respect other group member’s ideas and allow them the freedom to express themselves within the group.
I agree not to delegate work but to volunteer help wherever possible. Always work together like cogs in a machine.
Attitude. Opinions
I agree that if I oppose an idea, I have a legitimate reason as to why.
I agree to inform my group if I have a personal problem that will affect my attitude towards my work and peers.
This. That. The other
I agree to not drown on Facebook during working hours.
I agree to smokers going for a smoke break, as long as they don’t go fishing for hours.
I agree to a half an hour lunch break daily and the occasional snacking during working hours, scheduled or overtime. We all play or we don’t play at all.
The sestet
Carla Fine Shaun Hill
Mileshka Chetty Kyle Eilenberg
Victoria Gray Mpho Ledwaba
Who are we?
Headway is an exciting new sestet consisting of super fantastic minds. We have a common passion for creating, exploring, experiencing and learning. We strongly believe in the consistent growth of both the brand and the individual members thereof.
Our personality…
Headway is young, dynamic, and insightful and open minded. Our collective qualities include being trendy, vibrant and zestful. We are also understanding and accepting of all new ideas.
Our philosophy…
Headway explores all possible combinations of solutions to assist the brand in creating and achieving a differentiated competitive advantage.
Our Essence…
Headway is all about sustainable intuitive strategy and design.
Core Ethos…
- Serving brands that aspire to be socially responsible.
- Upholding an environmentally friendly approach to everything that we do.
- Advertising that is not offensive to any ethnic, racial or religious grouping.
- Upholding the core values of the brand.
- Producing a high standard of service delivery.
Extended Ethos…
- Open mindedness and willing to learn from our colleagues as well as from our clients
- Concise, punctual delivery of all creative concepts and solutions.
- Continuously adding value to the consumer’s life.
- Believe in our work
Our competitors…
The Green House
Grid
TBWA
Headway sees the above-mentioned agencies as the most threatening competition as they are focused on social awareness, improving the life of the consumer as well as being involved in advertising and marketing competitor brands. Indirect competitors include all creative agencies and creative schools in Johannesburg.
Our positioning…
Headway is a dynamic sestet that aims to create, sustainable branding solutions.
Our mantra…
Forward-looking
Why Headway…
Our sestet is forward moving; we always progress towards a goal. We lead the pack. We aim to always fill a gap in consumer’s minds, whether be consumers of the headway brand or consumers of the brands headway work on. We are headstrong; this may seem like a negative. Negatives create room for opportunities, so being headstrong is important.
Our logo…
Our logo is made up of a number of elements. Each is element is relevant and significant to headway.
The fish represents Headway’s natural, organic and sustainable environment. A fish has it’s own qualities which are similar to those of Headway. Fish are agile, they move quickly. They are dynamic. Headway is always in the now, we keep up with trends and adapt ourselves to changing environments in order to maximise our output. Headway is headstrong, without the arrogance, like fish Headway moves upstream. We go against the grain. Fish move in schools, to Headway this represents a collection.
The idea of a collection is carried through into the cogs. The cogs are a metaphor for a collection of different aspects coming together to put something in motion.
The cogs are mechanical, but in 21st century mechanical has shifted to technological. Both of these aspects are relevant to Headway. Headway does not forget where it came from and the road it travelled to get where it is. Headway is all about Web 2.0, it’s sustainable and interactive. The Web allows Headway to create a two way platform between consumer and brand.
The colours used are different shades of grey and orange. They greys represent the mechanical side of Headway as well as the natural and organic side. The orange is both energy and happiness. It represents enthusiasm, creativity, determination, success, stimulation and encouragement.
Stationary…
Headway’s logo is carried through all the stationary items of the brand. Examples of the stationary are: Business cards, letterheads and continuation pages, name tags, paper clips and email templates. Stationary that acts as a contact point between Headway and clients, represent headway’s values. From the paper stock that letters are printed on to the die cut business cards. The paper is recycled and the die cut represents the transparency of the Headway brand and it shows the inner workings of Headway. This is evident by being able to see the cogs through the fish. See appendix A
The Agreement
Upon signing this document the sestet of Headway agree to abide by the code of conduct stated below for the duration of the assignment.
Time. Punctuality. Destination
I agree to be punctual and courteous at all times for the full duration of this assignment. In the event of myself being absent or late I agree to notify the group by either phoning or messaging one of the group members.
I agree to work productively from 9 – 5 unless working overtime is needed.
I agree to meet deadlines, so that weekends are free.
I agree that if I am more than 20 minutes late to a group meeting, without a reason, I will pay a fine of R10.
I agree that if alternate arrangements need to be made (e.g where headway is working) the group will be notified before hand. We always swim with the school.
I. Me. Others
I agree that if any member of the group is not present for any final decision making process their vote will be considered null and void.
I agree to at all time conduct myself in a manner, which does not offend or exclude any of the group members. This means no fishy out of what. In the event of my offending a group member I agree to sort it out there and then and not let it affect the groups productivity.
I agree to consider and respect other group member’s ideas and allow them the freedom to express themselves within the group.
I agree not to delegate work but to volunteer help wherever possible. Always work together like cogs in a machine.
Attitude. Opinions
I agree that if I oppose an idea, I have a legitimate reason as to why.
I agree to inform my group if I have a personal problem that will affect my attitude towards my work and peers.
This. That. The other
I agree to not drown on Facebook during working hours.
I agree to smokers going for a smoke break, as long as they don’t go fishing for hours.
I agree to a half an hour lunch break daily and the occasional snacking during working hours, scheduled or overtime. We all play or we don’t play at all.
The sestet
Carla Fine Shaun Hill
Mileshka Chetty Kyle Eilenberg
Victoria Gray Mpho Ledwaba
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