ADV3403 - Exam 3 questions well
answers rated A+
City of Melbourne - correct answer ✔✔Goals: develop a cohesive brand strategy and identity
system, identify and articulate a core brand idea, instill a sense of pride, est insights into the
needs of a global audience, improve cost-effectiveness of managing the brand
-Landor conducted thorough audit of its existing identities, assessed public opinion and
stakeholders
-diversity of Melbourne = unifying idea to evolve/grow
-bold M multifaceted as the city itself creatively, culturally, and sustainably
-left room for flexibility and adaptation
Nizuc - correct answer ✔✔Goals: create a luxury lifestyle brand with a soul, distinguish NIZUC
from other world-class luxury destinations, attract the world's best partners, create a launch
campaign that translated to bookings
-
Mozilla - correct answer ✔✔Goals: increase brand recognition using open source principles,
reinforce core purpose and not-for-profit status, be known as the champions of a healthy
internet, create a visual and verbal toolkit, differentiate Mozilla from its core product, Firefox
-had trouble being distinct from their famous web browser Firefox
,-discussions, scenarios, workshops, research
-Mozilla Open Design blog, "branding without walls"
-code of internet URL in Mozilla's name to rep how people/knowledge are linked in an
increasingly connected world
Quartz - correct answer ✔✔Goals: name a disruptive news outlet and retain credibility and
gravitas, appropriately differentiate the first digitally native global news publication, create the
foundation for a brand that could thrive across cultures and nationalities, support a strategy
focused on social sharing and consumption on mobile devices, facilitate consensus and clarity
around product definition and direction
-conducted research and interviews w leadership and stakeholders
-Quartz is short, visually and linguistically unique bookended by 2 rarest letters, semantically
rich, and different from existing publications
-quartz mineral generates electrical current under stress, facilitates tectonic shifts, everywhere--
no country of origin
-qz.com = extremely practical and immediately communicated publication's digital focus
Fred Hutch - correct answer ✔✔Goals: bring the brand to life and convey its spirit, articulate
what Fred Hutch stands for, reimagine the center's brand, advance understanding of Fred
Hutch's work, link scientific research and lives changed
-most people didn't understand the breadth of its work
, -"cures start here"
-third party survey was conducted to gain insight into how people talk about the organization --
> "Fred Hutch"
-logo appears as if you were observing a cell culture via microscope
-joiner between the two stems of the H became the catalyst moment
Spectrum Health - correct answer ✔✔Goals: create a single master brand, design a unified
visual identity system, develop a uniform nomenclature system, prepare the brand for growth
and expansion, build an online brand standards resource
-spectrum quickly outgrew its original visual identity
-needed a sophisticated, consistent system of identity and nomenclature to define the org
-positioning strategy + comprehensive system for sub-brands, typography, color and formatting
-password-protected website, consistent templates for all docs
When do you use qualitative research? - correct answer ✔✔Typically early on in the research
process because it helps you better understand the meaning behind answers-- qualitative
research is typically done in the beginning as it is more exploratory
answers rated A+
City of Melbourne - correct answer ✔✔Goals: develop a cohesive brand strategy and identity
system, identify and articulate a core brand idea, instill a sense of pride, est insights into the
needs of a global audience, improve cost-effectiveness of managing the brand
-Landor conducted thorough audit of its existing identities, assessed public opinion and
stakeholders
-diversity of Melbourne = unifying idea to evolve/grow
-bold M multifaceted as the city itself creatively, culturally, and sustainably
-left room for flexibility and adaptation
Nizuc - correct answer ✔✔Goals: create a luxury lifestyle brand with a soul, distinguish NIZUC
from other world-class luxury destinations, attract the world's best partners, create a launch
campaign that translated to bookings
-
Mozilla - correct answer ✔✔Goals: increase brand recognition using open source principles,
reinforce core purpose and not-for-profit status, be known as the champions of a healthy
internet, create a visual and verbal toolkit, differentiate Mozilla from its core product, Firefox
-had trouble being distinct from their famous web browser Firefox
,-discussions, scenarios, workshops, research
-Mozilla Open Design blog, "branding without walls"
-code of internet URL in Mozilla's name to rep how people/knowledge are linked in an
increasingly connected world
Quartz - correct answer ✔✔Goals: name a disruptive news outlet and retain credibility and
gravitas, appropriately differentiate the first digitally native global news publication, create the
foundation for a brand that could thrive across cultures and nationalities, support a strategy
focused on social sharing and consumption on mobile devices, facilitate consensus and clarity
around product definition and direction
-conducted research and interviews w leadership and stakeholders
-Quartz is short, visually and linguistically unique bookended by 2 rarest letters, semantically
rich, and different from existing publications
-quartz mineral generates electrical current under stress, facilitates tectonic shifts, everywhere--
no country of origin
-qz.com = extremely practical and immediately communicated publication's digital focus
Fred Hutch - correct answer ✔✔Goals: bring the brand to life and convey its spirit, articulate
what Fred Hutch stands for, reimagine the center's brand, advance understanding of Fred
Hutch's work, link scientific research and lives changed
-most people didn't understand the breadth of its work
, -"cures start here"
-third party survey was conducted to gain insight into how people talk about the organization --
> "Fred Hutch"
-logo appears as if you were observing a cell culture via microscope
-joiner between the two stems of the H became the catalyst moment
Spectrum Health - correct answer ✔✔Goals: create a single master brand, design a unified
visual identity system, develop a uniform nomenclature system, prepare the brand for growth
and expansion, build an online brand standards resource
-spectrum quickly outgrew its original visual identity
-needed a sophisticated, consistent system of identity and nomenclature to define the org
-positioning strategy + comprehensive system for sub-brands, typography, color and formatting
-password-protected website, consistent templates for all docs
When do you use qualitative research? - correct answer ✔✔Typically early on in the research
process because it helps you better understand the meaning behind answers-- qualitative
research is typically done in the beginning as it is more exploratory
