The Brand Book

Assignment 5: Brand Implementation and Launch

Scenario 3 Start-up
Tableaux Films Inc.
Haojun Gong
3157691

Part One The Brand Identity

Corporate name: Tableaux Films Inc. Positioning and attributes
Brand name: Tableaux Entertaining art
Stakeholders:
Consumers, media (film critics and business reporters Our canvas is the screen, our palette is life. Tableaux is committed to creating
Competitors: who follow film/entertainment companies), employees,
movie exhibitors (includes companies who own movie theatres, provocative, intelligent movies that entertain. We will partner with the brightest
online channels, television and cable networks), the overall
film industry and most talented artists, writers, directors, actors and others to create movies

Miramax, Entertainment One, Alliance Atlantis, Imagine that will be seen as iconic and classic movies of their era.
Entertainment, Serendipity Point Films, Touchstone, New
Line Cinema, DreamWorks SKG, many others Key attribute: Artistic

Valued attributes: Smart, Classic, Sophisticated, Individualistic

Tablestake attributes: Trustworthy, Dynamic, Professional, Entrepreneurial

Background
Despite, and maybe because of new technologies, movies are still a viable

business. Most of the large studios are geared to large blockbuster features and
it is a challenge to have motion pictures that are both intelligent and entertaining made.

Tableaux will be a new independent film company, dedicated to making quality
movies that will vie to be serious contenders for awards at the Academy Awards,
Cannes and other prestigious film festivals around the world. Proscenia will work
with leading directors, screenwriters and well-known and respected movie stars
to create entertaining works of art that will stand the test of time.

The feature films and full-length documentaries will target an audience 18-
65, recognizing that the 18-30 segment is the largest film-going group, while not
alienating the older audiences.

Final Logo

Final Logo

Primary Colour Palette

# f15a2d # fbc5bb

Secondary Colour Palette

# ed1c24 # fff200 # ac3dfb # 00a651 # 3a85c6

# dcd898 # f8ddd8 # b7b7b7 # 8e8e8e # 000000

Corporate Type Families Athelas Type Family Helvetica Neue LT Type Family

ABCDEFGHIJKLMN ABCDEFGHIJKLMN
OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklmn abcdefghijklmn
opqrstuvwxyz opqrstuvwxyz
1234567890@#$%&?! 1234567890@#$%&?!

Athelas Regular Athelas Italic Helvetica Neue LT 45 Light Helvetica Neue LT 46 Light Italic
Athelas Bold Athelas Bold Italic
Helvetica Neue LT 55 Rome Helvetica Neue LT 56 Italic

Helvetica Neue LT 75 Bold Helvetica Neue LT 76 Bold Italic

Helvetica Neue LT 85 Heavy Helvetica Neue LT 86 Heavy Italic

Imagery style

Other graphic elements

Part Two Key applications

Sample stationery_ letterhead

Sample stationery_ #10 envelope

Sample stationery_ business card

font back

Web site home page look and feel

Vehicle – Delivery van

Part Three The brand launch campaign

Brochure cover

Consumer advertising_
full page newspaper ad

Consumer advertising_
billboard

Consumer advertising_
full page trade magazine ad