Scuola Agazzi is a nursery and grade school in the city of Vibo Valentia and has been one since 1972.
During the 1980/81 school year the school moved to premises which were designed and built according to the requirements of the students, in a state-of-the-art facility located in the provincial area (even though some consider it regional). The need for a bigger facility derived from the continuous increase in the number of students; at first only students from the district attended the school then students from the municipality started attending and now finally students from the provincial areas attend as well: in fact, there are many students that come from other hamlets and surrounding municipalities in addition to the ones that come from the city.
Today Scuola Agazzi is able to take in 300 children. It occupies a covered surface of over 1.900 sqm. All this thanks to the educational and teaching aids that it obtains.
Today the school is located inside a modern and completely functional building.
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 :)
In order to renovate our image we are looking for a new LOGO. It must also appear on:
- headed paper (we are attaching the one in use now)
- business cards
The current logo was designed 20 years ago by one of our teachers; the image of the bunny rabbit with the school bag on its shoulders does not belong to us anymore.
We are looking for a new symbol, in line with the environment in which we work in (the school is for children from 0 to 10 years of age): something fresh, light, pleasant, winning, fun and, at the same time, something that communicates the experience and reliability of our facility.
The logotype will remain "Scuola Agazzi", while it is not necessary to keep "Vibo Valentia".
The payoff, "Una grande esperienza educativa" (A great educational experience) must appear only on the letterhead (or headed paper).
!!!Update as of January 4, 2011!!!
The proposed solutions did not fully capture our concept for our organization's logo.
We would like a logo that references our structure, which is unique in the area.
So, we would like the layout to represent the structure of the school as realistically as possible.
As regards the graphic treatment, we are looking for logos that use the illustrated gesture expressed by a hand that recalls that of a child.
The development of the logo must take into account:
- structure and colors of the building– we would like the roof to recall the shape of a book and that the color of the walls be as close as possible to the original
- elements around the school– we would like the logo to show the tree-lined avenue around the school, the playground and students accompanied by their parents at the entrance.
In this regard, we attach a brief with a series of photographs of the structure.
!!!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 !
Parents of very small children and school-age children (target 0-10 years), residing in the Province of Vibo Valentia.
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 !
We want to inform parents that Scuola Agazzi was designed and created purposely to meet the requirements of the children.
The facility is divided into three floors (basement, ground floor and first floor). The classrooms and other environments were designed to satisfy the children's growth, educational and development needs: all this with the help of specialized and motivated personnel making the most of the facility's full potential and resources.
The huge outdoor areas are another important aspect of this facility: there is one right in front of the building, about 2.000 sqm with a large grassy area, a small artificial lake and filled with trees; the other one is located at the back of the building and is used as a playground.
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 Scuola Agazzi has been in the area for over thirty years.
Each year the facility is praised and achieves a widespread success. This is because it offers quality service and not only. Our reliable staff with strong work ethics participate in the educational, physical and cultural growth of the children in various ways on a day to day basis.
Scuola Agazzi is the undisputed leader and an example for other educational facilities located in the area thanks to the numerous activities, events and gatherings held during the years.
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!
Quality and efficiency of the services offered.
The Agazzian education shows us that the complexity of a child's life experience is the starting point of an efficient educational planning and of a teaching method that promotes activities that help construct and expand the child's humaneness.
Thus “Una grande esperienza educativa” (A great educational experience). today education must be a tool, to be used for knowledge and/or to re-discover the true meaning of life.
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 !
headed paper (also this must be created - we attach a copy of the old headed paper used)
business cards
the school's website, www.scuolaagazzi.it
the audiovisual library's website, www.scuolaagazzi.com
the smocks worn by the children and students.
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 !
Early childhood and teenage years are very important for the development of a correct self-knowledge and one's own identity.
The Nursery and Primary School work together for the children's education and help them with their emotional, psychomotor, cognitive, moral, religious and social development bringing out their potential to develop relationships, to be independent, creative and to learn. They also ensure an effective equality in educational opportunities. In compliance with the parents' primary educational responsibility, they contribute to the complete education of the children and, in complete didactical and educational autonomy and unity, they ensure the educational continuity with the grade school.
The Grade school promotes, respecting individual diversities, the development of the personality; it helps children acquire and develop basic knowledge and abilities up until the first logical-critical arrangements; it favors the learning of expressive means, including teaching at least one language included in the European Union (English) in addition to Italian; it teaches the basics for the use of scientific methods in the study of nature, its phenomenons and its laws; it brings out the capacity of developing relationships and helps children orient themselves in space and time; it teaches young people the fundamental rules of human society.
For the contest we accept documents in .jpeg or .pdf. The winner will have to present his/her professional formats.
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) !
