La Tua Notte is a Turin-based Italian agency specialising in casting, aimed at all those who want to enter the worlds of fashion, beauty, discos, cinema, glamour, etc.
Through the visibility that La tua Notte offers, interested companies can from time to time select profiles of people corresponding to specific casting needs and be put in touch with them. At the same time, anyone will be able to consult online casting and job offers.
La tua Notte is thus a connecting link for those seeking and those offering work in this sector.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
For the occasion of our portal launch, we need to make a logo with the following characteristics:
∞ Vivacity/dynamism (this is the world of entertainment, film, pictures, etc.)∞ Appealing (we are talking about appearances; we have to be the first to give the idea of taking care of appearances)
∞ Professional (we want to give the idea that we are a guarantee, an excellent assistant for all who approach this world)
We require both the integrated tagline and non - tagline versions of the logo (see point 8). In both cases we remind you to also include a version with the R indicating registered trademark.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
The service will be communicating directly with:
Male models, female models, photo models of both sexes, clothing models, image boys/girls, dancers of both sexes, go-go dancers, hostesses, promoters, escort hostesses, stewards, scenographers, actors, actresses and everyone who registers at this site.
Also indirectly with:
Companies, public organisations and fashion consortiums, publicity agencies for ideal human resources, and with everyone who consults this site.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
Make it understood that there is a new reference point for those who work in this sector, through its logo with a solid and recognisable personality.
So: Recognisability, Aesthetics and Solidity
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Because this site will represent a rich and continually updated site on everything that is happening in the casting world, to job offers in the sector.
Because registration is very simple and the visibility of offers immediate.
Because it is secure: we check the offers and who is publishing them.
Because we have been working for years in the national fashion system, organising important runway shows and famous beauty contests, among which Miss Grand Prix Formula 1 and Il Più bello d'Italia [The Most beautiful man in Italy].
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
"The guarantee of being seen. The guarantee of finding who you are looking for."
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
On the site and in all our coordinated image, and wherever our agency appears.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
We can also risk a strong, glamorous typeface as long as it is in keeping with the rest. Fundamental are clarity and legibility. Also check the clarity and legibility of the small print.
Let’s avoid added graphics such as the reflector type, concentrating mostly on the autonomous personality of the logo.
Check that the logo created is compatible with the eventual insertion of the tagline. Be careful: try out all the proofs with both taglines:
1) Web Fashion
2) Web Fashion Agency.
The portal presently online has no graphic reference to develop the site. During 2010 our new on-line look will be launched.
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
