We are a new shipyard that has decided to go into business offering the market a boat that is completely innovative in terms of both its concept and category.
It's a day-cruiser, the ideal yacht for enjoying a day on the sea but, in any case, not for cruises. It is a boat whose concept is extraordinary. The first yacht will be a 40-footer. The boat is highly technological (intelligent steering wheel from which you can handle an infinity of functions, innovative materials), simple and livable (few frills, cushions that can be tossed in the water to enjoy the sea to the fullest; despite the modest size of the boat, there will be room to stow a water scooter); ecological (the engines and special aerodynamic features allow great savings of fuel consumption and less pollution).
这是什么？
在这一步中，您将看到要求您提供解决方案的品牌 Builder 相关信息。他会自我介绍 (当然是作为品牌 :) 您对品牌的了解越深入，您的作品被接受的可能性越大。
重要事项：可能出于保密原因，品牌 Builder 不愿透露自己的身份。此类 Brief 将以匿名方式发布。这种情况下，品牌 Builder 想介绍多少，就介绍多少。
这里有两个例子
如果愿意透露其身份（可见）：
“NMN -No More Nicotine- 是一个承诺能抵消吸烟对皮肤造成的损害的品牌。NMN 通过药房销售，价格定位处于中高档；该品牌主要通过专业人士推荐，没有大量的广告宣传。”
如果品牌不希望透露其身份（匿名）：
“能抵消吸烟对皮肤造成的损害的品牌。其产品通过药房销售，价格定位处于中高档；他们主要通过专业人士推荐，没有大量的广告宣传。”
简而言之：谁是您的客户 (无论是可见还是“匿名” :)
∞ A product name that will also be the name of the company that evokes the characteristics of the product. A name with strong appeal, not yet used and easy to remember.
A name for this yacht that conveys innovation, transformability and easy-to-yacht. A name that can be understood internationally (English or a universal Italian word). Lateral, but comprehensible, thinking is essential.
∞ A product logotype whose graphic design characteristics convey the values of the new brand.
∞ A payoff that conveys the promise of the product and the company and that can be articulated in a wide range of media and communications tools: brochures, website, trade fairs, direct marketing, unconventional marketing, print campaigns, etc.
The payoff must be accompanied by a brief description/rationale that justifies the world of values it encloses in line with the style of the product.
∞ A name that identifies this new category of boat, which does not exist on the market today. Currently, luxury craft are classified as flybridges (with a double external deck), opens (those without a fixed enclosure on the top) and coupes (opens to which a rigid, openable roof has been added). In addition to these types, there are more technical types such as those made by Gozzi.
!!! Update as of June, 22!!!
∞ Avoid the usage of words immediately recalling the maritime world (eg "sea/mare", "water/aqua", "sail/navigare", "wave/onda")
∞ The new naming and payoff should express a wider concept, suggesting looking beyond the horizon, going beyond any borders, being at the avant-garde of technology and thinking.
To facilitate creation we suggest you to focus first on the naming and the payoff, setting aside in the early stages, the aesthetic aspect of the logo.
!!!The end of update!!!
这是什么？
这是品牌 Builder 要求您完成的任务。如果您不了解，那您就彻底没戏了。
例子
“我们想让 Creator 设计一个印刷品广告宣传来增加品牌知名度。将在今春投放到全国媒体杂志上。”
简而言之，这是客户的目标，因此也是您的目标！
Our target buyer is someone who loves to experience the sea in a full, easy way or a boat owner who may already have a luxury yacht and ours will be the second family boat. The one that's easier and simpler to take out for a day-trip. It's the smart alternative, like the scooter.
As reference points at a sailing level, the 2 brands that come closest to our brand, as ideals, are WHY and WALLY.
这是什么？
品牌 Builder 希望您让他们高兴，并说服他们想到、感觉到或使用您的创作做某些事的人。通常您会读到他们的年龄、性别、社会阶层和行为。您在创作过程始终应把这些信息牢记在心，因为目标受众才是最终接受您作品的人。
例子
“想要戒烟但无法做到的女子。通常是关注自己外表、注意健康的成年人。他们对于自己吸烟感到愧疚，因为他们知道吸烟有害。他们阅读相关书籍。这对他们来说是一个真正的问题，就像：“我的脑袋要某样东西，但我的身体却不听使唤”。他们和我的品牌无关，他们只是在等待值得信赖的“援助之手。”
简而言之：把握他们的想法！
Less is more. The philosophy of this yacht (innovation, essentiality in elegance, transformability and total livability) makes it unique and, at the same time, enhances its value. Today, the real luxury is having the time to enjoy what you love to do. This boat, which remains a luxury boat, contains the seeds of the new way of experiencing luxury. With simplicity and few complications.
Diversity, other, new. Something never seen before.
这是什么？
品牌 Builder 想要目标受众从您的创作中，思考 / 感觉 / 有所行动的东西。
以下是一些具体示例：
∞ 人们会想到 / 感觉到的一些事：
- 出现了一个新的品牌（或产品或创意或...）
- 这个品牌比其它的或以前的更好
- 这个品牌值得多花点钱
∞ 人们会做的一些事：
- 开始购买该品牌的产品
- 更经常购买该品牌的产品
- 在零售店里库存更多该品牌的产品
上面这些例子非常具体，而通常 Brief 提案是感性的。那样更好，因为可以带来灵感！
例子
“我们想要鼓励吸烟者使用 NMN，将对他们健康的影响降至最低，让他们继续尝试戒烟（尤其如果他们已经尝试过，但是未成功）。”
简而言之：进入他们的脑袋！
Because, while this is the launch of a new product and shipyard, this new idea is backed by one of the most successful entrepreneurs of Italian luxury yachting in recent decades.
这是什么？
这是实现目标的关键；是支持提案，使其可信的内容。通常是理性的陈述。
例子
“您吸的每一根烟都对您的外表造成损害。最近的一项研究选取了多对一模一样的双胞胎，其中一个吸了一辈子烟，另一个则从未吸过烟。吸烟者的皮肤比不吸烟者的薄四分之一，有些差别甚至多达40%。NMN 含有能阻止皮肤变薄的抗氧化剂，抵消了尼古丁对皮肤的影响。”
简而言之：需要理由吗？就在这里！
It's a loft. A penthouse with terrace. A comfortable and versatile article of clothing. It's smart, easy and livable.
这是什么？
这是品牌的个性。对...是个性！
将品牌视为一个人，有自己的个性。了解“客户”的个性对于完成度身定制的工作来说至关重要。所以，请仔细阅读所列的形容词...
例子
“科学、值得信赖、注重结果，实现您目标的‘良师益友’。”
简而言之：将其想象成一个活生生的人物！
The logo, name and payoff will be used for all media and tools that will subsequently be produced/planned (print campaign, website, catalogue, press conference, sector trade fairs, direct marketing and unconventional marketing, etc.).
这是什么？
列出了目标受众将能够看见您创作成果的地方（或媒介或事物）。这一步中，有时品牌还会告知您该制作的预计投资金额。此信息有助于您决定项目的规模大小。 :)
例子
“此广告活动将于 2009 年春季投放于侧重于生活方式和健康的新西兰妇女杂志上。我们计划投资 500000 美元，可以购买大约 100 张单页。”
简而言之：考虑媒介！
The .com/it/net/eu domains must be available for both the name of the product and the name of the category.
Solution formats accepted: ppt, doc, jpg and pdf
如果品牌有任何的偏好选择或解决方案必须达到的技术要求，会在这里提供说明。
这部分可能包括：
∞ 指导方针或必须包含的事项（注意事项）
∞ 商业目标
∞ 市场和竞争者概述
∞ 正面和反面样本
取决于 Brief 的不同，您可能会发现一些随附的文件，比如徽标、产品图片，您提交创意时使用的模板，或任何品牌想要与您分享的其他文件。所以，开始创作前先研究一下随附文件。
简而言之：所有需要您知道的其他事项（之前七步中没写的）！
