Lucky Lagoon Brand Creation for Strategic Narrative Alignment

Client Overview

A leading gaming company sought to develop a new brand identity from scratch for their new brand Lucky Lagoon. However, a critical challenge was there was no defined and cohesive brand identity. Without a clear articulation of its purpose, values, visual style, and messaging, the brand team risked launching without a strong foundation to resonate with its target audience and differentiate itself from competitors.

Recognising the importance of a strong and consistent brand presence from the outset, they partnered with Jurnii to guide the creation of an original brand framework.

“Jurnii exceeded expectations on this project, going well beyond the original scope. The team conducted an in-depth exploration of the subject, proactively engaged with partners to fully understand the possibilities, and delivered a practical, market-ready brand book that is both comprehensive and highly applicable.”Bold - Brand team at leading gaming company.

Objective

The core need was to develop a Brand Book that would serve as the definitive guide for all brand expressions, ensuring consistency and authenticity across every touchpoint and providing stakeholders with a unified vision for the new Lucky Lagoon brand.

Objectives:

• Establish clear brand purpose and core values for new venture Lucky Lagoon.
• Define a consistent and engaging tone of voice and brand messaging guidelines.
• Deliver a compelling creative direction, encompassing logo design, typography selection, and a distinct colour palette.
• Provide practical examples and guidelines for the application of the brand identity across various digital and marketing channels.

Approach

A Phased Approach to Brand Development

Jurnii implemented a structured, phased approach to deliver a Brand Book for Lucky Lagoon, ensuring a collaborative and effective brand development process:

Phase 1: Brand Discovery and Definition

• Brand Analysis and Research:
  • Conducted a series of in-depth workshops with key stakeholders to gather essential inputs and perspectives on the vision for the brand. This collaborative approach ensured alignment from the outset.
  • Undertook a thorough process to identify the target customer personality, ensuring a strong market fit and resonance with the intended audience. This involved analysing market trends and potential customer profiles.
  • Developed a clear and compelling proposal outlining the brand's core purpose, aspirational goals, and fundamental guiding principles. This document served as the strategic foundation for all subsequent creative work.

Phase 2: Brand Identity Creation

• Visual Identity Development:
  • Conceptualised and created key visual identity elements, including a distinctive logo that captures the essence of the game, a carefully selected typography system that reflects the brand's personality, and a cohesive and evocative colour palette that resonates with the target audience.
  • Established design guidelines to ensure consistent application of the visual identity across all platforms and materials. These guidelines provided clear rules for the use of the logo, typography, and colour palette.
• Verbal Identity Development:
  • Developed a detailed Tone of Voice document that defined the brand's communication style and personality.
  • Created Brand Messaging Guidelines to ensure all communications align with the brand's purpose, values, and target audience. This included key message pillars and examples of brand language.

Phase 3: Brand Application and Guidelines

• Practical Application Examples:
  • Provided clear and illustrative examples of how the Lucky Lagoon brand identity should be applied across various key channels to ensure consistent execution. This included detailed mockups and guidelines for:
    • Website: Demonstrating the visual style and messaging integration for the online presence, including layout suggestions and content examples.
    • Marketing Materials: Showcasing the application of the brand across promotional content and campaigns, such as brochures, advertisements, and email templates.
    • Social Media: Illustrating how the brand identity should be expressed on different social media platforms, including profile designs and content examples.

This phased approach allowed for iterative feedback and ensured that the final Brand Book was not only robust but also directly aligned with company’s vision for the new Lucky Lagoon brand.

Outcome

A Comprehensive Brand Book for Lucky Lagoon

Jurnii successfully delivered a complete Brand Book that provided the team with a solid foundation for the brand. This deliverable equipped the client with:

1. A Clearly Defined Brand Identity: Articulating the brand's purpose, values, tone, and visual elements.
2. Consistent Brand Messaging: Ensuring all communications resonate with the target audience and reinforce the brand's essence.
3. Practical Application Guidelines: Providing actionable examples for implementing the brand across key marketing and digital channels.
4. A Cohesive Brand Vision: Enabling internal and external stakeholders to understand and align with the brand.

Why a Strong Brand Foundation Matters

A well-defined brand identity is crucial for new ventures. It provides:

• Differentiation: Helping the brand stand out in a competitive market.
• Recognition: Creates familiarity and trust with the target audience.
• Consistency: Ensuring a unified and consistent image across all touch points.
• Strategic Direction: Guiding marketing efforts and overall brand development.