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