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table of contents

Geert Mak 4 Vision and Mission 5

Philosophy 10Core Values 11Expressive Values 13Functional Values 15Target Group 17Ambition 19

The Collection 23Illustrations 31Flat Drawings 33

Executive Summary 43USP & C2C 44Direct Competitor Analysis 474 P’s 49SMART 50SWOT 51Financial Plan 52Profit & Loss Account 53

Logo 58Colourcard 59Typefont 60Tone of voice 62

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4

‘‘These stories are not to be collected nor to be consumed, instead they should be left out in the open. The art of storytelling will become extinct , after all no story has a pure storyline anymore. Tales change over time as what is written and what is told merge to create new stories’’

- Geert Mak.

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‘‘Shared stories blur the lines between reality and fiction, causing an ambigious truth’’

vision

Our vision refers to stories of the past, being re-interpreted, taken

out of context and translated into an active narrative of a world

filled with peculiarity and surreal truth. We portray a new era,

where nostalgia for the past has faded and has been replaced by

merging tales of the eerie, odd future we render. Decode believes

in the pursuit of individual paths, leading to an idiosyncratic and

illusive mind-set.

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‘‘We portray the hyper reality that we discover in the zeitgeist of the future. This will be achieved by using fragments of the past, elements of ambiguity and a touch of the unexpected’’

mission

The stories of the past have been blurred with the present, which appears as surreal and widely out of context. Due to this, we make it our task to create a questioning curiosity and thirst for the unknown. Decode is based on the abstract re-interpretations of the blurry bygone. We don’t just appreciate the future, but cherish the rich sources of our past and the alternative mind. By questioning and twisting the norm we demonstrate the fascination in the freedom of perception and trigger excitement towards life.

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58

Decode. A hand designed and hand made text logo, using indian ink and cut out paper. There are two alternatives: black on white and reversed, white on black.

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Decode does not scream, it whispers. Hence, the toned down, cold and

mildly saturated selection of colours. We offer mystery and originality through calm tints and modest

eccentricity through the brighter selection of colours

colourcard

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We at Decode use the font - Eras Light ITC - for all written texts. The font Orator Std is used for all headings and titles. The font used for our logo is a hand made font.

typefont

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“Two and two makes 5”

“Reality exists in the human mind, and nowhere else.”

- Bort by George Orwell, 1984

tone of voice

We at Decode communicate with few yet triggering words. Our tone of voice will raise questions and curiosity, Resulting in odd and surreal truths.

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