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OUR STORYIn 2006, Case-Mate began with a simple desire – to craft classically-styled technology accessories inspired by a thoughtful approach to elegant materials, meticulous assembly and exhausting detail. Our products are uniquely designed to protect, adorn and enhance the mobile devices of the distinctly well-styled individual.We are bridging the gap between innovative design and timeless fashion. Our goal of creating truly unique accessories helps to fuel our imagination, powers our creativity and defines our approach to product design and manufacturing.

A Higher Standard:We believe that our premium products help to elevate our patron’s confidence and self-esteem. Our goal is to design high-end fashion accessories that are meticulously engineered, elegantly finished and crafted from premium materials that have long been established as the highest standard in quality and appearance.

Designing for People, not for Phones:Case-Mate is turning the mobile protection paradigm on its head. We are pioneering the idea that form is as important as function when it comes to a device that connects you to the world. Instead of designing cases for phones, we are designing stylish accessories for the well-appointed individual.

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BRAND ESSENCE

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OUR TARGETFor the Distinctly Well-Styled Individual, our purpose is to design fashionable accessories with looks meticulously engineered, elegantly finished, and made from premium materials that have long been established as the highest standard in quality and appearance.

We Inspire through the visual. Our products are designed to enhance the personality of the distinctly well-styled individual. Through a collaboration between our international team of fashion designers, graphic artists, and industrial engineers, we turn classic fashion looks into modern mobile device accessories.

PrimaryStyle Sophisticates: Male or Female 30’s to 40’s wants upscale luxury goods in quality materials. Construction and craftsmanship is important to them. Willing to spend the money for it.

SecondaryProfessional: Male or Female 20’s to 40’s conservative and/or restrained style. Wears simple yet stylish cases to the office in basic colors, also like functional items that are useful at work.

TertiaryTrend Spotter: Male / Female 20’s to 30’s wants stylish trend accessories and strives to have a fully put together look with their clothes and accessories.

Age: 25-45

Location: US

Gender: Male / Female

Income level: $75K +

Education level: College

Occupation: Business Professional / High Profile Designer

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PERSONALITIESMeet LydiaPersonality: Confident, Powerful, Trend Follower. She definitely embodies the meaning of a Fashionista – Devoted to Fashion, Trends, and Social Media. She effortlessly embraces the idea of individuality, seeking quality and rarity in all its forms; she wants her look to be fresh and on-trend. She never tires from hearing “I like your style…Where did you get that?” Her friends view her as their personal stylist and defer to her advice on fashion.

Attitude: Palpable at first sight and within the presence of others. Can be intimidating, yet approachable by force of intrigue.

Values: Personal appearance / Quality of life in all it forms. Driven by success, continuously climbing the social /status ladder.

Interest/ Hobbies: Shopping, Boutiques, Fashion blogs, Fashion Magazines, Social Media (Facebook, Pintrest, Twitter ), High profile Events, Traveling, - Almost any opportunity to be showcased.

Lifestyle: Highly comfortable with above average disposable income.

Behavior: Definitely the life in the room. People take notice and she likes it.

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Meet Benjamin

Personality: Strong, Confident, Powerful, Well-dressed, Style-conscious. He’s well-groomed, put together and looking sharp is very important to him. He prefers a classic, tailored look to chasing the current trends because he sees the inherent value in a style that is both timeless and chic. He exudes self-confidence and effortlessly embraces the idea of individuality, seeking quality and craftsmanship in all its forms. He never tires from hearing “Who’s that guy...What do you do?”

Attitude: Carries himself with an air of sophistication and superiority. His confidence can be intimidating, yet approachable by force of intrigue. He defines masculinity, yet is very conscious about his looks and how he comes across to others.

Values: Personal appearance / Quality of life in all its forms. Driven by success, continuously climbing the social /status ladder. Admires skill and craftsmanship and would always pay up for something that exudes superior technique and classic styling.

Interest/ Hobbies: Working Out, Business Magazines/ Blogs, Male Fashion Magazines, Social Media (Facebook and Twitter), High profile Events, Traveling - Almost any opportunity to extend his networking base. Believes wholeheartedly in seizing once in a lifetime experiences.

Lifestyle: Highly comfortable with above average disposable income. Enjoys the finer things in life with a penchant for things that grab immediate attention and make a concise statement.

Behavior: The effortless attention grabber. When he speaks people take notice and he embraces it. Takes pride in giving quality recommendations that friends and family are sure to enjoy.

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OUR PRODUCTSCrafted, Not Made – We craft our products from some of the world’s most luxurious materials. Our selective approach to identifying and sourcing beautiful substrates with superior accents, patterns, colors and textures result in products that are both timeless and worthy of admiration.

Meticulously Finished - We are experts at mastering the subtle manufacturing techniques that bring a crafted product to a state of design perfection. Our special attention to intricate detail helps us achieve a refinement and polish in our products that well-styled individuals find alluring and attractive.

Craftsmanship - A portfolio of products such as ours requires an extremely high level of skill and technique to create. We value style, quality and creativity. Our products set a new standard of excellence, challenging the consumer’s perception of cell-phone accessories as mere disposable protective containers, opposed to an extension of their lifestyle.

Refinement– our products are cultured in appearance, manner and taste. We embrace the idea of perfection, constantly rebirthing our brand and products to reflect the latest trends, superior quality and artistic work.

Sophistication – Sophistication comes from true expertise and talent. It comes from knowing your limitations, but more importantly, knowing when you can push those limitations in order to create innovation. We have become know as the new standard that many will try to mimic, but none will be able duplicate. The harder they try, the more we hope they hear, “Is that a Case-Mate?”

Timeless – Our designers seek out upcoming trends and marry them with timeless sophistication. Our products become functional works of art that will ultimately outlive the devices they were designed for, as talent and expertise never goes out of style.

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THE LOGOThe heart of our brand identity, the Case-Mate logo is designed to be flexible, refined, and timeless. Made up of two elements—our monogram symbol and our wordmark—our logo is as much at home on our web site, look books and videos as it is on our products and packaging.

WordMark

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Vertical

Horizontal

CONFIGURATIONSOur logo elements can be used together in four configurations — vertical, horizontal, or separately. However, it is a good idea to include both elements in every communication we create.

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LOGO SPACETo make sure our identity is always presented clearly and without clutter, our logo elements have a minimum clear space around them.

For the vertical and horizontal configurations, the minimum clear space is equal to one and a half times the height of the wordmark, shown here as “x.”.

Vertical

Horizontal

1.5x 1.5x

1.5x

X

1.5x

1.5x 1.5x

1.5x 1.5x

X

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Wordmark Alone

Symbol Alone

When the elements are used separately, the amount of minimum clear space is the same: 1 1/2 times the height of the wordmark (x).

However, because the monogram may appear without the wordmark, the clear space can be determined by measuring half the height of the symbol, shown here as “y.”

1.5x 1.5x

1.5x 1.5x

X

.5y. 5y

.5y

y

.5y

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LOGO SIZINGA. Relative SizeThe relative size of wordmark to monogram should be consistent whenever the elements appear separately in communications. The ratio of heights should be either 1 to 3—as in the vertical configuration—or 1 to 1 1/2—as in the horizontal configuration.

B. Minimum SizeTo make sure our logo looks clear and crisp, we never reproduce it at sizes smaller than those shown below.

Relative Size

Minimum Size

1 1.5

3

.75 in

1.25 in

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Maximum Size

Maximum SizeIn order to keep our layouts looking sophisticated, we never make our logo too large. The maximum size for our logo elements, whether a configuration or separate, is 1/3 of a given format, including minimum clear space.

1/3 2/3

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COLOROur brand colors reflect the sophistication and creativity of our brand essence.

Metallic Gold – associated with power, confidence, and strong will. Gold also signifies extravagant riches. These attributes are reflective of our target’s psychographics and how our products should make them feel.

Black and White – these colors help communicate our gender tailored products. Black is for the male audience, indicating power, discipline and self-control. White represents the female demographic, reflecting perfection, brilliance and illumination.

Cabernet Red - Our explorative or creative streak is expressed by the color red (Pantone 187c).

Metallic Gold

Gold Foil - ITW 044

Pantone Metallic Formula - 871 C (with gloss aqueous coating)

White

Beige

Pantone - 7501 U

Black

Cabernet Red Pantone 1807 C

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PrimaryOur primary colors are gold black and white. Gold is the preferred color for our logo, but when greater contrast is needed defer to black or white. These colors should have dominance in all visual collateral to maintain the brand aesthetic. Also, be aware of the color meanings and choose appropriately. For example Black should be utilized when there is a more masculine presence and white for a more feminine tone. Gold is gender neutral.

Secondary Our secondary colors are beige and multiple shades of gray (stemming from the primary color black). These colors are to be utilized as accenting elements in order to enhance visual attributes across all creative collateral. Please remember that secondary colors also have extended meanings, so choose appropriately. The gray shades should be used for the more masculine aesthetic. Beige should be used to skew more feminine, but can carry over to the masculine tone when a shade of gray is not applicable.

Exclusive Color We selected Cabernet Red as our exclusive color because it is a highly visible, emotionally intense color that represents the element of surprise. It is to be used tastefully as an accent or to bring emphasis to secondary, yet important visual cues.

COLOR DISCIPLINE

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WEB COLORSBecause of the disparities with print and screen colors, below are web Pantone and RGB / HEX # equals.

Metallic Gold

145, 122, 78 / #917a4e

White

Beige

196, 167, 134 / c4a786

Black0, 0, 0, / #000000

Cabernet Red 116, 0, 0 / #740000

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COLOR REFERENCEOur packaging is a perfect example of how color is used effectively in a creative piece. Refer to notes below.

A. The Primary Gold color is prominent in the logo and product category badges.

B. The Gray and White insert trays create a nice contrast to showcase the product,

but also communicates the intend intended gender target

(Gray =male , White = Female).

C. The lighter shade of Cabernet Red extending at the top of the packaging adds

the element of surprise, for an overall color case-mate color balance. The Cabernet

Red tab also calls out functionality or something important to note that the tab is

there for the consumer to pull and easily slide the connected insert tray from the

exterior box.

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FONTSOur typography is just as focused on great design. We use typefaces exclusively from the Hoefler & Frere-Jones foundry. These high quality fonts provide a wide variety of styles to suit all our communication needs.

Hagin Caps

Gotham Chronicle

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789

Aa

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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789

Aa

Georgia

Verdana

WEB FONTSBelow are web safe fonts that do not compromise our brand image.

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IMAGERYOur selected imagery is the key to our visual expression. We use a variety of techniques, including photography, illustration and graphic patterns to convey the mood and ideas behind our products and campaigns. The imagery and tone should be engaging and stylish at all times.

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Below are visuals to reference as guide for product photography reflected through all marketing collateral from print to web.

PRODUCT

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LIFESTYLE Below are visuals to reference as guide for lifestyle photography reflected through all marketing collateral from print to web.

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Below are visuals to reference as guide for our Website design.

WEBSITE

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E-MAILBelow are visuals to reference as guide for our e-mail.