From: Mace To: cols. Marae Subject: FW: Graphic Identity Group Pre Meeting: Goals and Objectives Date: “Thursday, March 06, 2014 12:01:48 PM ‘Attachments: GIG IntrBokle. iG mocess.oat Margie ~ Per my voicemail, see attached and below. We'd love to have your voice in the room if you have any desire or are able to participate. It might dovetail nicely with campus’ current evaluation, Mike To: Gilbert, Jon; Fuller, Chris; Keener, Michael Jay; Thomas, Donna C; Yelin, Jason Lewis; Worrell, Dara L; Stanton, James Thomas (Jimmy); Delaney, Jimmy (Jimmy) ‘Subject: Graphic Identity Group Pre-Meeting: Goals and Objectives I'd like to ask for some assistance next week, and for the next few months, as we engage in an evaluation with the Graphic Identity Group from Nike. Nike will be in town Thursday March 13" for an initial round of interviews and tours of our campus, our facilities, who we are and how we got, where we are, They will meet with this group, a group of coaches, student-athletes and more. Knowing that some of you will be out Thursday for SEC MBB, '’d like to get together on Monday or ‘Tuesday to discuss our goals and objectives for this graphic evaluation, which those of us in town will elay to Nike on Thursday. Items such as clarifying colors, marks, fonts, numerals, uniform aesthetics, branding, etc. are all possible areas for evaluation. | will send a meeting maker for Monday at 10:00 in the executive staff conference room. Additionally, we will likely meet with Nike on Thursday at from 9:00-10:00. See the attached materials to familiarize yourself with their processes, We are attempting to condense what is normally an 18 month process into significantly less given that products for athletics and retail are being developed as we speak. We'd love to launch with Nike with a deliberate plan and identity in hand, or somewhat close to that destination, | appreciate all your help with this. MIKE WARD Senior Associate Athletics Director for ‘Administration and Sport Programs University of Tennessee | PO 60% 15016 Knowle, TN 37996 ae... i EE RS vVoULUN Tee lee wo“Respect dale 1oae represent lanl mage nael acesof ContentsGraphic Identity Group (GIG)vision: Maximize a brand’s potential for future generations PET Create distinction ae mUnrelrcyslUha-se) dominance through the power and authenticity of brand alliance.What the GIG Provides Reduce a brand icon aT TualcdsWhat the School Provides “Don't be afraid to bold” comuneanonHistory of the GIG UCONN Y @ G S~=«Stcy eS eo Du @ =OU Wek kK ££ P @GIG Process Timeline of GIG Process PWASE & ORANO STRATEGYCase Study: Duke University Refinement D D DUKE puke DUKE BLUE DEVILS it Duke Unitersity. Duke. 0 i 2 3 4 5 6 7 8 3 Duke eu DVKE rennet UT Seece tyCase Study: Arizona State University Redefined 40 8 ARIZONA STATE ASU anizowastate ASU SUN DEVILS 0123456789 Shabbos & + ARIZONA STATE SUN DEVILCase Study: Oregon State University Evolved & G& osu a> ral BEAVERS i eine } OREGON STATE. eerie, 0123456789 Gs. AB ERS Le gene“When your audience experiences your brand, they have to get it the first time and every time.” Seen a EsUratESS OF IDENTITY CREATION Gis PROC PHASE 1 PHASE PHASE 4 PHASE 4 PHASE § RESEARCH & ANALYSIS: + Clarify vision, strategies, goals and values. + Research stakeholders’ needs and perceptions + Interview key management + Evaluate existing brands and brand architecture BRAND STRATEGY + Synthesize learnings + Clarify brand strategy + Develop a positioning platform + Co-create brand attributes + Present brand brief DESIGN CONCEPT + Visualize the future + Design brand identity + Finalize brand architecture + Examine applicability + Present visual strategy BRAND EXPRESSIONS + Finalize identity solution + Initiate trademark protection + Prioritize and design applications * Bring identity concept to context of viewer. Explore applications in uniforms, products and signage. + Apply brand architecture MANAGING ASSETS + Design standards manual * Build synergy around new brand * Develop launch strategy and plan - PR + Launch internally first then launch externally + Nurture brand champions - Legal, Licensing, External Brand Managers with Licensee's