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NOR H,4 STAR K" �r 4, BPAND II) ENTITY DE".VEL PMENl" In this stage, all insight and strategy are transformed into tangible creative products that embody Santa Ana. An in -depth creative brief and creative workshop guides this work. Straplines, logos, color and messaging (with graphic standards) are created. Additional deliverables will also be developed to express the new brand identity in the context of its future use. Creative Workshop; A collaborative, interactive meeting between the North Star team and Santa Ana creative team that explores the roles of different creative elements and identifies creative preferences. Our goal is to most effectively hone in on the type of work you want without limiting the creative thinking of our writers, graphic designers and art directors. This meeting is always lots of fun for everyone involved. Written Concepts & Straplines: A strapline is not the be -all and the end -all for your brand. But it is the start of the story. (We adopted the phrase "strapline" rather than tagline because the job of this line is to strap together the missions and agendas of all the organizations in Santa Ana). Depending on how safe or edgy you want to be, the new Santa Ana strapline can capture people's attention immediately and pique their curiosity or it can serve as a solid, hard- working tool that starts the job of positioning Santa Ana in the minds of consumers. North Star will provide a minimum of five different strapiines along with rationales for the strengths of each line. We also conduct trademark and Google searches to ensure the availability of each line. This is a critical step and one often overlooked by many professionals, But there is nothing more frustrating than getting to the end of the project with a strapline that is not available to you. Logos; The slate of logos presented to the Santa Ana creative team will represent a range of options. We will also provide a round of revisions to the selected mark. Once the "hero" logo has been chosen and perfected, we design it with and without the state name and with and without the strapiine in both vertical and horizontal lockups, representing all the different ways you will use it. Logo Family: North Star is known for its logo families and we want to make sure key stakeholders in Santa Ana have access a version of the mark they can use. Once we gain consensus on a "master driver" logo, we provide versions for each individual public sector organization. We will also provide the private sector with details on the framework to be used In any number of ways moving forward. Color Palette: We start by developing logos in black and white to reduce color bias. But once that decision is made we open the possibilities visually by allowing you to select between two very different palettes. This is a key decision in how your visual brand identity will "feel" since color evokes emotion and memory. Looks: Think about it. If the only tools we gave you were a logo and a line, then all you would be able to do is put that logo and line on stationery, t- shirts and the top of your website. We go far beyond that, crafting two entirely different visual looks that allow you to choose how your brand messaging will be conveyed in terms of headlines, photography style, special graphic elements or detailing and copy points. The creative committee will select one took and it will be applied to all subsequent deliverables. 25D -17 ;ANTA ANA GRANDPRNT R