Corporate Identity/Branding: More Than Just a Logo

PREMIUM LEISURE LLC MARKETING BRIEF/PROJECT DETAILS Creative Considerations What we want you to do: Re-evaluate and re-establish the Premium Leisure LLC position in the hot tub marketplace starting with the creation of a meaningful, iconic logo. The logo should directly pertain to the vision we have of making luxury, outdoor/backyard products (not just spas/hot tubs). The logo has to go beyond looking cool. We will also need the logo in a stacked version, a horizontal version, 4 color, black and white and reverse. The new logo will then tie in to our company vision and tagline. Why this needs to be done: To immediately capture new sales across all channels and nurture/expand longstanding relationships. Who is the target audience for this project?: All current and potential dealers of leisure products (not just hot tubs) including specialty retail, warehouse, big box, Internet, OEM, private label, export, etc. What they currently believe: There are too many hot tub manufacturers chasing the dollar down and going out of business. They want to do business with a manufacturer they trust, a product they believe in and one that has the most number of features for as close to free as possible. What do we want them to believe? The Premium Leisure Vision: Through leadership, innovation, professionalism and execution, Premium Leisure will become the trusted value supplier of hot tubs and leisure products worldwide. Plus ... Specific to this Marketing Brief: We want to build upon our steady three-decade long history and learn to move away from the brand eroding tendencies that cloud the previous moniker/regime and move toward building the Premium Leisure LLC brand. Why should the target audience believe this? They will soon see a more professional message coming from the Premium Leisure LLC collateral and see it more consistently at Every Point of Contact. They also should soon see positive changes in the product. How we will measure success? By gaining new business and growing existing business to appropriately position our market share. What is the desired response? Our employees enjoying a positive internal culture change. Our dealers trusting and recommending us. Our customers enjoying the products they purchased. What is the Premium Leisure LLC Benefit?: We create products that everyone can be proud of and concurrently turn a profit at the same time. What is the Reason to Believe the Benefit?: Our new assets acquisition, new hires and new forthcoming plans will supersede any negative aspects of the past. Premium Leisure LLC Brand Character: Disciplined, Professional, Dependable, Loyal & Environmentally Friendly Premium Leisure LLC Focus Message: Better Products for a Better Life! Brand Affiliations: Avis, PepsiCo, Ford Motor Company, Dunkin Donuts Executional Considerations: Timing: The effects of a complete company rebranding initiative will take 1-2 years, but we can start positioning ourselves immediately by identifying key indicators. Budget: We were considering doing the logo overhaul in house, but would like to see how get a freelancer can help. Other Overall Considerations: Premium Leisure LLC doesn’t have its sights set on being the biggest and best, No. 1 hot tub manufacturer on the planet. It does, however, want to be a top 10 global player and be embraced for quality products and trusting relationships with its dealers, distributors, vendors and end users. Samples/ideas are required. Please also consider the logo rationale and a recommended primary/complementary/secondary color pallet (pantone list).