High Cotton Brewery: Identity Design Analysis

High Cotton Brewery is a local Memphis brewery that was started a little over a year ago. Within that year they have become an iconic brand in Memphis and have pulled the affection of all the residents. Not only is their packaging and branding put together seamlessly; they also have a plethora of touch points ranging from a tap room to t-shirts to growlers.

Their main brand statement: "High Cotton mean times are good. It also means beer is good" is clearly revealed in their branding. High Cotton wanted to reminisce on the days when people worked for what they had, and while their aesthetic to some may be clean it also has a sense of dirt and work put into it. This grunge is what makes High Cotton a successful brand that has clean and modern aspects, but also can bring in the nostalgia of hard work.

Main Branding:

 Touch Point 1: Tap Room:

 Touch Point 2: T-shirt and Alternate Logo Design

 Touch Point 3: Growlers

Touch Point 4: Website Design

AppOven

AppOven's mission is simple: empathize, educate enact. We aim to develop software that improves the quality of life of users through devices already at their disposal. To this end, if our apps and programs are not accessible on a wide range of devices, priced forgivingly, and apply to as many people as possible, we are not doing our job. It must address relevant issues to our cultural conversation, such as women's rights, freedom of information, and LGBT equality. There are many angles to these issues, and no matter our own personal beliefs, we must services all parties involved, so long as bigotry is not involved. For our reach to be all of the above, we must be resourceful. The design should be effortless, simple and devoid of extraneous detail. From letter head to interface to coding, we our work should not only be utilize up to date practices in the field, but be innovating the next step. Lastly, the design should be malleable; the brand across many platforms and media and the efforts across many content areas. 

Personal Safety Competitors and Stakeholders

Competitors

1. Artemis - Wearable alert system that coordinates with apps, press button 3 times quickly to send alert. When the alert is received and help is on the way, the necklace vibrates. Comes in necklace, bra clip, and pocket clip. Notifies friends, dispatches police, records, and sends gps location. Pendants and clips cost anywhere from $49-$349, subscriptions cost $1-19/month

2. React Mobile - Device and app system, Device is $80, app is free. Calls "buddies" and authorities after a 10 second delay.

3. Cuff - Jewelry based, only have to buy jewelry, but only lasts 6-12 months and has to be replaced after that. Only notifies friends list

4. bSafe - Only available in Sweden and Norway. Limits alerts to a few friends in unpaid version.

5. StaySafe - Only alerts friends, only available in UK

6. Watch Over Me - Costs $5 a month, follows you home and only alerts friends.


Stakeholders

- Emergency Response Infrastructure
- People 16-35 worried about their safety
- Crisis Center staffs

Anxiety Awareness - Competition and Stakeholder Analysis

Competition:

Anxiety and Depression Association of America

• Non-profit organization
• Gives information about the different forms of anxiety and depression
• Offers ways for those with anxiety and depression to find help or help others
• Donation options
• Gives people the opportunity to tell their stories about anxiety or depression
• Examples of apps to help with anxiety or depression
• Lack of much offline presence

National Alliance on Mental Illness

• Non-profit organization
• Fundraising, volunteering, and donating
• Covers a wide range of mental illnesses including anxiety
• Offers information, support, and treatment for these illnesses
• Offers programs or classes for a variety of groups to help those with mental illnesses
• Offers a HelpLine for people to call
• Holds a NAMI Convention for presenters to come talk about experiences and such

Freedom From Fear

• Non-profit mental health advocacy association
• Gives an overview on anxiety and depression as well as information about the various forms
• Gives ways to treat and manage anxiety and depression
• Offers an on-site treatment center
• Offers an internship program

Stakeholders:

Individuals with anxiety disorders (Primary)

• A way to obtain information about anxiety and it's various forms offline
• A comfort system for these individuals to use in daily activities
• A form of calm and stability without the use of therapists and drugs (not all can afford these things)
• A helpline for individuals to call when becoming overwhelmed

Żyrafa: Stakeholder and Competitors

My brand, tentatively named Żyrafa Learning Co., is a company that provides materials to engage students in the learning process while maintaining affordability. It provides students with the necessary materials to learn and retain otherwise difficult or "boring" information and terminology.

The brand will compete in the market space by offering something that is non-existent (or at least, very hard to find). The brand offers interactive books and solutions where students can practice their skills within the pages of the book itself. The brand is dependent on this touchpoint and it's unique niche in the market.

Stakeholders
Primary
College-level Graphic Design Students

Secondary
 Professors
 Schools & Universities
 Design Professionals
 Student Parent

Competitors: Brand
Rockport Publishers One of the largest publishers of design and art books. This is the biggest competitor for my brand (tentatively named Blankbooks) because they have the same audience. The touchpoints for my brand could easily be created under the umbrella of Rockport.

Peachpit Publishing Publishes art, technology books, eBooks and videos. Competitor in the publishing market as well.

Tuts+ Tuts+ may not seem initially to be a competitor, but it is in the sense that it provides students with a quick way to Google what they want to do, find a tutorial, and do it. This leads a lot of students to believe they can achieve great design without learning the fundamentals or applying their knowledge to create something new.

Competitors: Major Touchpoint

The Design Student's Handbook A handbook that teaches students about graphic design
The Online Graphic Design Workbook An online solution to learning as a graphic designer.
The Design Student Handbook by Computer Arts
Student Workbook at the University of North Texas

Soap n' Stuff - Ashley Lulo

Major Competitors:

 

Major Stakeholders:

1. Women
2. Soap n' Stuff
3. Patti McBride 

Brand in Current Market:
The advantages that Soap n' Stuff has over the current market are that it is all home made and from a small business that appeals to a number of people. Another advantage is that there is a large variety of scents that can be applied to most products.

Solution Benefits:

By giving my client a website and new look I believe that every stakeholder will benefit. The women will be given a large variety of natural body care products that they can enjoy. Soap n' Stuff and Patti McBride will benefit from the rise in sales caused by a new look and a more noticeable brand.

APS - Competition/Stakeholder Analysis

Competition: 

Genoa Healthcare Company
- Mission and values are similar
- Offer full pharmacy in larger clinics and mail delivery services
- Have “Consumer Care Coordinators”
- Website offers compelling quotes and photos on Home page, but isn’t necessarily easy to navigate or compelling/innovative overall
- Aren’t innovating technology or processes, pharmacy only.

Humana
- Can easily order prescriptions and track prescription delivery online
- Assumes patients are functioning at a level in which they can order and manage their prescriptions themselves
- Can contact with customer service issues, but don’t provide insurance or payment options
- You can call and get one-on-one care for more complex illnesses such as Cancer, AIDS, etc. – prior authorizations, financial assistance, alternative treatment options, etc.

Burnham
- Competition in Mississippi
- Locally owned and operated with old time drug store feel
- Personalized service
- Well known and trusted, can get medicine immediately
- Loyal, long-term, often multi-generational customer base
- One-stop shopping
- Can refill prescriptions and access your profile online w/text or email alerts when prescription is ready
- Does not deal with insurance companies and financial responsibilities

Fred's Pharmacy
- Several locations to access
- “Time My Meds” program - can pick all of your medications up on the same day each month
- Can also buy other household items and goods at Fred’s and receive immunizations there
- Will not receive personalized level of care
- No insurance help or payment plans, or home delivery options.

Stakeholders:

APS Pharmacy
- APS will have a better outlet for communication and through that, customer service will be enhanced
- The brand guidelines will improve clarity and continuity in promotional material and allow APS to stand out as a professional pharmacy services company
- New visual designs will also give the pharmacies and clinics a “face lift” and feel more welcoming and less like a clinic where ou pick up drugs

Patients
- APS’ transformation will help patients contact APS in an easy way
- Patients will be able to check medications and stay on top of them
- They will gain better service, but will maintain privacy

Clinics
- Communication will be easier between the clinics and the home pharmacy
- Clinics will gain a better aesthetic that is welcoming and fresh
- New materials (informational posters, rack cards, etc.) to reach out to patients with hospitals
- Hospitals will recieve new promotional material that is consistent with the brand standards and helps APS stand out
- The updated website will allow hospitals to access APS resources quickly 

Behavorial Health Centers
- The website will allow BHC’s to get a hold of a pharmicist more immediately
- The patients within BHC’s will be able to get personalized care
- The promotional material given to BHC will have to stand out and appeal to nurses, patients, and patient’s families