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Live Earth Identity

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thegroop

This is the PDF used to present the possibilities for the Live Earth identity to the Live Earth Management Team.

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SOS / Live Earth / Go Zero Identity Integration System Prepared by THE_GROOP for Live Earth / March 30, 2007
The Idea How do we create the most simple and easy to understand icon or symbol for our earth, for our struggle for survival? How do we make it impactful? Cross language? Graphic? Memorable? Non-cliche? Co-opt the language and tools of corporate america and use it for good? In addition how do we tie this to the movements SOS identity?
Brand Ecosphere Each logomark represents a distinct role in the life-cycle of this important undertaking. First with the overall movement, second with the inception and worldwide broadcast of the movement through the concerts and internet, and finally, and most importantly, with the call for global action! 1 2 3 Movement Inception Action SOS Live Earth Go Zero Needs an identity that integrates with SOS Needs clarity as to how it fits into the system
Earth Symbols (Symbols.com)
The Story (Symbology/Symbols.com) Symbol for Earth Symbol for Music (Weak Signal / Distress) At sea the SOS distress signal was often weak because of the distance. On 7.07.07 the signal is going to get loud. Really loud. The Blue Marble
LIVE EARTH
LIVE EARTH
Live Earth Identity
Live Earth Identity
Live Earth Identity
Brand Architecture Movement Master Brand Inception Sub-Brand Action Sub-Brand
Live Earth Identity and Media Strategy Prepared by THE_GROOP for Live Earth / March 30, 2007
Goal To show the Live Earth team our continuing vision for the Live Earth identity. To demonstrate how we plan to extend the identity and promotional campaign across multiple channels such as Out of Home, Online, Print, Broadcast and Promotional Partners.
Questions We Aim to Answer: How do can we ensure that the logomark looks unique? How does the rest of the ecosystem look? Out of Home, TV, Street, etc? Does THE_GROOP have a sufficient understanding of all the necessary media channels we need to address? Can THE_GROOP work with our chosen media partner(s) to plan and execute the Live Earth campaign quickly and efficiently?
Logomark Regional Extension Q. How do we create a lively, visually dynamic system that speaks to each of the locations where Live Earth will occur? A. We invite global artists to interpret the Live Earth logo in their style and local flavor: Example: Global Shanghai Johannesburg
Artist Collaborations THE_GROOP will choose and collaborate with a diverse set of artists from our expansive global network to create a unique flavor from the base format of the promotional materials. Example: Barry MCgee / USA Frek / China Shepard Fairey / USA
Media Ecosystem THE_GROOP fully understands and is uniquely qualified to collaborate with Live Earths chosen media partners to plan, design and execute the necessary components for a global campaign. We have worked with advertising agencies such as Crispin Porter + Bogusky and Wieden + Kennedy on international campaigns including China, Japan, Europe and the US. Example: Nike China Nike Pan-Asia Aiwa Europe / Asia
Social Action Media: Viral: Out of Home: Social Action Network Video interviews with Artists on Current Teaser Billboards/Billboards TV, You Tube and LiveEarth.org Out of Home: Street Teaser Campaign: A campaign that compliments the SOS visual language and uses the LiveEarth logomark Promotional Partners: Partner with Major Brands to Promote LiveEarth
Viral THE_GROOP will work to create seven, one-minute, in-studio interviews with each of the artists who are creating art for Live Earth. We will spread these through Current TV, YouTube, LiveEarth.org and other online media channels. Example:
Out of Home THE_GROOP will work to create seven teaser billboards and seven event announcement billboards for each of the concert regions.
Out of Home We will create 7 posters to be wheat pasted in all of the regions where the Live Earth concerts will happen.
Out of Home We will create 7 posters to be wheat pasted in all of the regions where the Live Earth concerts will happen.
Street / One to One Engage youth around the world with the appearance of the iconic Live Earth logomark in unexpected places. Begin distributing the iconic logomark on t-shirts, earth-friendly stickers, aerosol-free spray media templates, pins, etc.
Street / Nightlife Engage affluent urbanites around the world with the appearance of the iconic Live Earth logo at nightlife venues such as clubs, hotels and other popular destinations. Imagine a Batman-like call for help with the iconic Live Earth logomark and the 7.7.07 all over urban centers in the world.
Social Action Media Engage youth around the world a lively action oriented community that spreads the word, creates action and produces tangible results. Partner with other Social Action Networks such as Jeff Skolls / Participants upcoming S.A.N., Yahoo, MSN and others.
Promotional Partners Engage earth friendly corporate partners to piggy back (co-brand) on their brands. This requires lead time, so we need to act now if these will be part of the media mix. Decals on jetBlue: (or other) Podcasts of artist Interview, and distribution Borrow, tail space to spread the iconic post-concert of a collectors edition iPod after logomark around the world and get valuable with a blue scroll wheel. impressions while the planes are on the How can you keep the movement alive after tarmac. 7.7.07? What better way to keep your favorite Live Earth bands than the Special Edition Live Earth iPod
TV / Broadcast Create a teaser campaign that closely follows and smoothly transitions from the SOS campaign spots and introduces the Live Earth logomark and the event date and URL. These 10 second spots will be complimentary to the SOS visual language using either color or B&W iconic images that communicate our core ideas. The goal will be to introduce and burn into the worlds retinas this iconic logomark . 7.7.07 lifeearth.org
7 reasons why THE_GROOP is the Right Identity and Strategy Partner for You 1. Experience. We have collaborated closely with the worlds most creative advertising agencies to create world class and multi-nation campaigns. 2. We understand and excel at planning and producing for all the necessary media channels, out of home, online, and TV. 3. We know concerts. We have done all of the identity and promotional materials for a 15 city concert tour for Sony, Atlantic Records. (With Ignition) We also have in our arsenal some of the top strategist and vendors for music events. 4. No Bullshit, get it done or-else attitude with a proven track record of successful, highly collaborative, high profile campaigns. 5. Its about YOU. How can we meet your needs? Not ours. Its not our agenda, but the worlds agenda. No egos. Just fast, furious and energetic collaboration.
6. We are ready to start now. We hope that we have proven our responsiveness to your needs. We are fast at ideation. We can take input from your team and adapt to your needs. And most importantly we deliver on strategy, on time and unmatched in creative quality. 7. We really want the opportunity to prove to you how pleasant and efficient it can be to work with a creative firm. THE_GROOPs energy, desire and my personal commitment will ensure the success of your vision for Live Earth.
Thank You

More Related Content

Live Earth Identity

  • 1. SOS / Live Earth / Go Zero Identity Integration System Prepared by THE_GROOP for Live Earth / March 30, 2007
  • 2. The Idea How do we create the most simple and easy to understand icon or symbol for our earth, for our struggle for survival? How do we make it impactful? Cross language? Graphic? Memorable? Non-cliche? Co-opt the language and tools of corporate america and use it for good? In addition how do we tie this to the movements SOS identity?
  • 3. Brand Ecosphere Each logomark represents a distinct role in the life-cycle of this important undertaking. First with the overall movement, second with the inception and worldwide broadcast of the movement through the concerts and internet, and finally, and most importantly, with the call for global action! 1 2 3 Movement Inception Action SOS Live Earth Go Zero Needs an identity that integrates with SOS Needs clarity as to how it fits into the system
  • 5. The Story (Symbology/Symbols.com) Symbol for Earth Symbol for Music (Weak Signal / Distress) At sea the SOS distress signal was often weak because of the distance. On 7.07.07 the signal is going to get loud. Really loud. The Blue Marble
  • 11. Brand Architecture Movement Master Brand Inception Sub-Brand Action Sub-Brand
  • 12. Live Earth Identity and Media Strategy Prepared by THE_GROOP for Live Earth / March 30, 2007
  • 13. Goal To show the Live Earth team our continuing vision for the Live Earth identity. To demonstrate how we plan to extend the identity and promotional campaign across multiple channels such as Out of Home, Online, Print, Broadcast and Promotional Partners.
  • 14. Questions We Aim to Answer: How do can we ensure that the logomark looks unique? How does the rest of the ecosystem look? Out of Home, TV, Street, etc? Does THE_GROOP have a sufficient understanding of all the necessary media channels we need to address? Can THE_GROOP work with our chosen media partner(s) to plan and execute the Live Earth campaign quickly and efficiently?
  • 15. Logomark Regional Extension Q. How do we create a lively, visually dynamic system that speaks to each of the locations where Live Earth will occur? A. We invite global artists to interpret the Live Earth logo in their style and local flavor: Example: Global Shanghai Johannesburg
  • 16. Artist Collaborations THE_GROOP will choose and collaborate with a diverse set of artists from our expansive global network to create a unique flavor from the base format of the promotional materials. Example: Barry MCgee / USA Frek / China Shepard Fairey / USA
  • 17. Media Ecosystem THE_GROOP fully understands and is uniquely qualified to collaborate with Live Earths chosen media partners to plan, design and execute the necessary components for a global campaign. We have worked with advertising agencies such as Crispin Porter + Bogusky and Wieden + Kennedy on international campaigns including China, Japan, Europe and the US. Example: Nike China Nike Pan-Asia Aiwa Europe / Asia
  • 18. Social Action Media: Viral: Out of Home: Social Action Network Video interviews with Artists on Current Teaser Billboards/Billboards TV, You Tube and LiveEarth.org Out of Home: Street Teaser Campaign: A campaign that compliments the SOS visual language and uses the LiveEarth logomark Promotional Partners: Partner with Major Brands to Promote LiveEarth
  • 19. Viral THE_GROOP will work to create seven, one-minute, in-studio interviews with each of the artists who are creating art for Live Earth. We will spread these through Current TV, YouTube, LiveEarth.org and other online media channels. Example:
  • 20. Out of Home THE_GROOP will work to create seven teaser billboards and seven event announcement billboards for each of the concert regions.
  • 21. Out of Home We will create 7 posters to be wheat pasted in all of the regions where the Live Earth concerts will happen.
  • 22. Out of Home We will create 7 posters to be wheat pasted in all of the regions where the Live Earth concerts will happen.
  • 23. Street / One to One Engage youth around the world with the appearance of the iconic Live Earth logomark in unexpected places. Begin distributing the iconic logomark on t-shirts, earth-friendly stickers, aerosol-free spray media templates, pins, etc.
  • 24. Street / Nightlife Engage affluent urbanites around the world with the appearance of the iconic Live Earth logo at nightlife venues such as clubs, hotels and other popular destinations. Imagine a Batman-like call for help with the iconic Live Earth logomark and the 7.7.07 all over urban centers in the world.
  • 25. Social Action Media Engage youth around the world a lively action oriented community that spreads the word, creates action and produces tangible results. Partner with other Social Action Networks such as Jeff Skolls / Participants upcoming S.A.N., Yahoo, MSN and others.
  • 26. Promotional Partners Engage earth friendly corporate partners to piggy back (co-brand) on their brands. This requires lead time, so we need to act now if these will be part of the media mix. Decals on jetBlue: (or other) Podcasts of artist Interview, and distribution Borrow, tail space to spread the iconic post-concert of a collectors edition iPod after logomark around the world and get valuable with a blue scroll wheel. impressions while the planes are on the How can you keep the movement alive after tarmac. 7.7.07? What better way to keep your favorite Live Earth bands than the Special Edition Live Earth iPod
  • 27. TV / Broadcast Create a teaser campaign that closely follows and smoothly transitions from the SOS campaign spots and introduces the Live Earth logomark and the event date and URL. These 10 second spots will be complimentary to the SOS visual language using either color or B&W iconic images that communicate our core ideas. The goal will be to introduce and burn into the worlds retinas this iconic logomark . 7.7.07 lifeearth.org
  • 28. 7 reasons why THE_GROOP is the Right Identity and Strategy Partner for You 1. Experience. We have collaborated closely with the worlds most creative advertising agencies to create world class and multi-nation campaigns. 2. We understand and excel at planning and producing for all the necessary media channels, out of home, online, and TV. 3. We know concerts. We have done all of the identity and promotional materials for a 15 city concert tour for Sony, Atlantic Records. (With Ignition) We also have in our arsenal some of the top strategist and vendors for music events. 4. No Bullshit, get it done or-else attitude with a proven track record of successful, highly collaborative, high profile campaigns. 5. Its about YOU. How can we meet your needs? Not ours. Its not our agenda, but the worlds agenda. No egos. Just fast, furious and energetic collaboration.
  • 29. 6. We are ready to start now. We hope that we have proven our responsiveness to your needs. We are fast at ideation. We can take input from your team and adapt to your needs. And most importantly we deliver on strategy, on time and unmatched in creative quality. 7. We really want the opportunity to prove to you how pleasant and efficient it can be to work with a creative firm. THE_GROOPs energy, desire and my personal commitment will ensure the success of your vision for Live Earth.