Cesvi, established in 1985, is a secular, independent association, working for global solidarity.
In the values which guide Cesvi, the moral principle of human solidarity and the ideal of social justice are transformed into humanitarian aid and development, reinforcing an affirmation of universal human rights.
Cesvi believes strongly that helping the underprivileged in developing countries, or those in difficulty due to war, natural calamities and environmental disasters, does not help only those who suffer, but contributes also to the well-being of all of us on the planet, our “common home” to be looked after for future generations.
In the acronym Cesvi, the words cooperazione e sviluppo (Cooperation and Development) underline the fact that Cesvi bases its philosophy on the idea of giving the recipients of aid a leading role, working together for their own natural benefit. It is for this reason that Cesvi is strongly committed to making sure that international aid does not become mere charity, and nor is it influenced by the donors’ self-interest.
For a more details aout Cesvi mission you can visit the website www.cesvi.org or read the attached manual of visibility.
As part of its fundraising strategy Cesvi promotes the sale of solidal products through the website www.cesvi.org. In 2010 Cesvi will develop a strategy aimed to strenghten this business area and to increase therefore the sale of solidal products. The first step in this direction is the launch in September 2010 of a new website completely dedicated to the sale of these products. The concept the website is built around is "Made in Cesvi". Made in Cesvi is therefore the creative concept for Cesvi e-commerce activity.
Background to Made in Cesvi:
∞ It recalls Cesvi's mission of cooperation & development. Most of the products sold through the website are indeed produced by Artytex, Cesvi's social enterprise located in Perù;
∞ It recalls the occasion of shopping and the location of a shop;
∞ It is unmistakably Cesvi;
∞ The usage of english language makes it young and fresh while being a way of saying Italian people are familiar with.
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 :)
What we are looking for is the realization of a logo to graphically represent the concept Made in Cesvi.
The wording Made in Cesvi has to be part of the brand, either as part of the logo or as payoff.
It is therefore important that Made in Cesvi logo is able to live on its own, regardless of the Cesvi logo.
The logo will be used on the e-commerce website and for all the marketing campaigns supporting the website itself (above & below the line).
!!! Update as of July 2!!!
There are some feedback we would like to share with you guys, some of them are generic and some others are specific to a few proposals:
1) Many creatives have thought of the logo Made in Cesvi as a pure review of Cesvi logo, using elements such as arrows and hexagon. Some other times the institutional logo has been used as part of the Made in Cesvi logo. It was our specific request that Made in Cesvi logo was completely independent from the institutional one. We therefore ask you to review your proposals without including the institutional logo, or its elements, into the Made in Cesvi one.
2) We have appreciated the use of institutional colours, which represent a connection between Cesvi and Made in Cesvi logos. We therefore ask you to stick with at least one of the institutional colours, possibly the orange one. We would like to try and combine this colour with another one, which doesn’t necessarily need to be grey.
3) There are some graphic elements which have been widely used and which I ask you to lose because employed by the majority of NPO. One of these elements are “hands”. Some other elements are not in line with Cesvi brand identity, such as “hearts, Aztec symbols, rainbows and the earth”. “Arrows” have often been employed in a wrong way: their position and direction on the institutional logo mean North and South meeting each others. Changing their direction or adding an additional arrow causes the loss of their original meaning.
4) Because Made in Cesvi is the logo for Cesvi e-commerce activitiy we would like to see an example of an application of this logo on the website rather than on merchandising. In fact the logo will be employed on the website and during comms campaigns promoting the website itself, never on t-shirts or mugs. For this reason we had requested that the concept recalled the place of the shop and the occasion of shopping, being this website Cesvi online shopping.
!!! The end of update!!!
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 !
Consumers of solidal products are those searching values that go beyond the basic attributs of a product. In other words, price and features are not the main reasons for buying a product. These kind of buyers care of other people's needs and environment and they don't mind spending a little bit more if this means helping other people. They no longer belong to a small niche but, according to several researches, these groups include a more and more variegated selection of people.
Ethical consumers are young (between 14 and 54) and mainly women.
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 !
The main objective is to get consumers to recognize and associate the logo with Cesvi solidal products and to encourage consumers to visit the website and to buy products.
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 !
Every little helps in the fight against poverty. By buying Cesvi products consumers give their contribution and support in the fight against issues such as malaria, hunger, AIDS and poverty.
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!
Made in Cesvi is: young, reliable, fair, solidal, committed to a better world, optimist, doer, caring.
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 !
The logo will be used on Cesvi e-commerce website which will be launched in September 2010.
The launch will be promoted through an online campaign (including buzz, social media activity & banner placement) and press ads on female targeted magazines.
The website will be launched only on the italian market.
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 !
Accepted formats: JPEG, EPS, AI, PDF.
The winner will be asked to provide the logo in high resolution.
You can find attached the Cesvi logo and the Manual of Visibility.
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) !
