Changebug - Brand Identity Creation

BiB Brand Solutions Pvt. Ltd. 20/03/2015

Confidential Document

CHANGEBUG Brand Identity Creation



Content

Overview

• Project Summary

• Business

• Vision

Our Study

• Competitor Overview

• Category Overview

• Self Discovery

- Key Statements

- Key Takeaways

- Brand Attributes

• Approach

• Discovering Brand Core

Building Identity

• Big Idea

- Idea to Concept

- Execution

- Interpretation

- Adaptations

- More Executions

• Feedback



Summary



Changebug, a Singapore based social innovation enterprise that implements an actionable ecosystem of individual changemakers to encourage impactful social growth, is looking to

create its brand visual identity/expression to present itself as a globally positive and appealing brand.



Business



Changebug is a social innovation enterprise that is driven to establish a change-influencing eco-sytem



Vision



To build an eco-system through collaborative measures that would create a positive impact for communities in our society.



Brand Identity Exercise



Objective

To create a distinct Brand Visual Identity

- That will represent the business

- That will be consistent across all mediums

- That shall highlight the core attributes of the brand

- That will stand out and bring credibility to the brand

- That will be scalable over time and geographies



Our Study

The study is done with an intent of brand identity creation, and hence does not include the business aspect.

• BiB Brand Solutions Pvt. Ltd. 20/03/2015


Competition Overview



The HUB

• Country of Operation: Singapore

• Vision Statement: People taking collaborative action for a better world

• Brand Colors: Maroon and White

• Attributes: Collaboration, Courage and Trust



MSF – Ministry of Social and Family Development


• Vision Statement: To Nurture - Resilient Individuals, Strong Families and A Caring Society

• Brand Colors: Orange and Blue

• Attributes:

People, Passion and Professionals



Newton Circus


• Vision Statement: To leave this world in better shape than we found it

• Brand Colors: Yellow and Grey

• Attributes:

People, Sustainability



Dasra India

• Country of Operation: India

• Vision Statement: Creating an environment and building networks that help generate massive social change

• Brand Colors: Orange and Black

• Attributes:

Trust, Dynamic, Excellence, Integrity



UnLTD

• Country of Operation: UK

• Vision Statement: To reach and unleash the energies of people who can transform the world in which they live

• Brand Colors: Orange and White

• Attributes:

Postiveness, Sustainability



Social Enterprise Alliance

• Country of Operation: USA

• Vision Statement: Our mission is to produce massive social value via successful social enterprises.

• Brand Colors: Blue, Green and Black

• Attributes:

Justice, Development and Responsibility



Action for India

• Country of Operation: India

• Vision Statement: Our mission is to help social organizations scale their impact by leveraging Information and Communication Technologies (ICT).

• Brand Colors: Green, Grey and Red

• Attributes: Action Driven, Expertise and Technology



Category Overview



Category Attributes

• Innovation

• Postiveness

• Growth

• Expertise

• Collaboration

• Change

• Courage

• Action Oriented

• Purpose driven

• Commitment

• Excellence

• Sustainability

• Passionate

• Inspirational

• Trust

• Brown

• Blue

• Green

• Orange

• Yellow

• Red

• White

• Black



Category Colors

Self Discovery



Key Statements



“ChangeBug helps people who are passionate about a social issue to start their own community projects by providing the tools, knowledge, and connections”- Management

“Changemakers are people who have a burning passion to do specific good in the world, and gather all the resources and knowledge to make that change happen” - Management

“When I was a grantmaker, I saw a gap in Singapore's social innovation landscape - one between ideation and prototyping (there are a lot of great ideas floating around but limited execution” -

Management



“We didn't want anything cliche, like "Lab", "Hub". Thought of something funky. Bug also gives the impression of change being contagious. Spreading change.”

- Management

“Doers. Community. Supportive. Connector. Determined.” - Management

“A social enterprise dedicated to the cause of bringing talents together to create and realize solutions beneficial to society. ” - Intern

“To me, it means a bug/virus of wanting to make change. ” - Intern



“changemaker, community engagement, partnership, social, non‐profit.” - Partner

“ChangeBug is a social enterprise dedicated to support individuals to start their social project one cause at a time.” – Management

“Often individuals have ideas to bring change to the community without realizing whether the community wants it.” – Management

“A meaningful and more impactful way to promote the cause they are supporting and better returns on investment for their CSR budgets.” – Management



Key Takeaways



• Being a small organization there is no role specification for the employees / management

• Business Model (Our Understanding) – To build an ecosystem that would help the individual in their social projects and that would help in solving the real on ground problems

• Gap between ideation and Implementation ; Gap between perceived and actual problem are town main inspiration behind starting change bug

• HUB, MSF and UnLTD are three major competitors for ChangeBug

• A complete support system is provided for the individual for his social project

• ChangeBug provides better direction to the Corporates for their CSR initiatives

• ChangeBug is committed towards solving the actual on ground problem that prevail in our society

• The name ChangeBug was meant to break the cliché and provide the brand with a distinct image

• Funding is the major source of income for ChangeBug

• Regional expansion is the immediate primary aim for ChangeBug



Discovering Brand Attributes



• Doers

• Community

• Supportive

• Connector

• Determined

• Cause-focused

• Platform (Launch pad)

• Community-focused

• Action-oriented

• Social innovation

• Novel

• Dedicated

• Connected

• Grounded

• ChangMaker

• Community engagement

• Partnership

• Social

• Optimist

• Positive Impact

• Innovation

• Collaboration

• Dedication

• Passion

• Inspiring

• Action

• Cause driven

DISCOVERED - Questionnaire

DERIVED - Analysis



Changebug, the new brand should be built on the attributes that,

– are relevant to our category

– Reflective of our Brand

– appealing to our stakeholders, internal and external

– differentiate us from the competition



Our Approach

Innovation Postiveness Growth Expertise Collaboration Change Courage

Action Oriented

Purpose driven

Commitment

Excellence

Sustainability

Passion

Inspirational

Trust

Integrity

Optimist

Positive Impact

Innovation

Collaboration

Dedication

Passion

Humble Inspiring Action Cause-driven

Impact Commitment Recogntion Passionate Excellence Trust Sustainable

Category Our Brand Stakeholders

Competition

HUB – Collaboration, Courage, Trust UnLTD – Postiveness and Sustainability Action for India – Action, Sustainability and Expertise MSF – People, Passion and Professionalism Newton Circus – People and Sustainability DASRA – Integrity, Excellence, Dynamic and Trust Social Enterprise Alliance – Growth and Responsibility

Brand Core



Brand Core

Brand Promise

Brand Behavior

Brand Practice + +



Core Attributes

Brand Promise

Brand Behavior

Brand Practice

+ +

Impact Inspiring Collaboration Aiming on-ground

positive impact through cause-driven actions

Infusing inspiration through focus, passion and

commitment

Enabling collaborations between tools, knowledge,

communities and individuals.



The Big Idea



‘Collaborating to inspire impacts’



However..



To inspire real impacts We first need to inspire a community

To inspire a community.. We first need to inspire individuals.

And to inspire individuals.. We need to be inspired with a purpose

And that is exactly what we are about..

Inspiring (infecting) people to give purpose to passion



Execution



Visual Unit Interpretation: - It is a positive smiley - Two individuals collaborating - Very subtle bug - Visual Play that depends on

how you look at it - Neat Single Unit - Symmetric and Simple to draw - Independently communicative

Brand Line Interpretations: - Infecting people, as in like a bug - Spreading/Contagious - To Inspire impacts, and not just

change - In sync with our name and logo

unit - Independently relevant - Bold

Logotype Interpretation: - Bold, Semi Thick, distinct, and

confident Name font - neat, subtle and complimenting

brand Line font



Adaptations



Yet to finalize



- Final Color Palette

- Relative object spacing

- Final Card Design



More Executions







Questions and Feedback



Next Action Steps