2017 Campaign Style Guide

Transcription

1 Campaign Style Guide

2 MAKO OBJECTIVE To define, display and ensure the proper use of brand graphic elements, photography style and voice for the 2017 MAKO marketing campaign. MEET MAKO MAKO Boats is a member of Bass Pro Group and White River Marine Group, the world s largest boat builder by volume. Conquer the seas with MAKO, a rugged, comfortable and secure fleet of boats built to master the world of saltwater fishing. Like the formidable mako shark, MAKO boats are bold, aggressive, sleek and smartly-designed hunters; yet they also have the creature comforts to satisfy anyone in the family. It s a MAKO. And it s the perfect predator. 2

3 GRAPHIC ELEMENTS 8

4 MOOD BOARD OBJECTIVE The purpose of the mood board is to highlight the 2017 MAKO brand graphic elements. It is for internal use only and not meant for customer-facing use or display. ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey MAKO creative executions will always include these core elements. 9

5 GRAPHIC ELEMENTS OBJECTIVE To define and ensure proper usage of 2017 MAKO brand graphic elements ELEMENTS 1. Sharp Diagonals 2. Background 3. Typography 4. Blue Bar 5. Brand Logo 5 ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey MAKO creative executions will always include these core elements. 10

6 GRAPHIC ELEMENTS SHARP DIAGONALS OBJECTIVE To define and ensure proper usage of 2017 MAKO brand graphic elements ELEMENTS 1. Sharp Diagonals ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES Sharp diagonal lines illustrate MAKO s aggression, precision and mobility. Diagonals run right or left, and emphasize movement. The largest angle should have a gradient feather that keeps it from interfering with the subject of the image. This gradient can be adjusted depending on the photo used. 1 1 Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey MAKO creative executions will always include these core elements. 11

7 GRAPHIC ELEMENTS BACKGROUND OBJECTIVE To define and ensure proper usage of 2017 MAKO brand graphic elements ELEMENTS 2. Background The background should be a prominent fullbleed image that features a beauty shot. ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES 2 Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey MAKO creative executions will always include these core elements. 12

8 GRAPHIC ELEMENTS TYPOGRAPHY OBJECTIVE To define and ensure proper usage of 2017 MAKO brand graphic elements ELEMENTS 3. Typography The slab serif headline font has a rigid, distinct structure that commands attention on the page. It compliments the sleek, modern feel of the san serif body copy. It also balances out the use of our angular graphic elements. Headlines should be multiple lines with at least one line emphasized (extra bold and medium) to create contrast. Body copy is a hefty sans serif to contrast the large serifs or the slab serif headlines. Headline: Memphis LT STD ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES 3 3 Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey. Body: Gotham Medium Copy should be MAKO blue or white C 98 M 69 Y 35 K 18 R 0 G 78 B 113 C 0 M 0 Y 0 K 0 R 255 G 255 B MAKO creative executions will always include these core elements. 13

9 GRAPHIC ELEMENTS BLUE BAR OBJECTIVE To define and ensure proper usage of 2017 MAKO brand graphic elements ELEMENTS 4. Blue Bar ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES The blue bar is a flexible container that can used to house secondary information, such as, page numbers, contact information or a footer like the moodboard. Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey MAKO creative executions will always include these core elements. 14

10 GRAPHIC ELEMENTS BRAND LOGO OBJECTIVE To define and ensure proper usage of 2017 MAKO brand graphic elements ELEMENTS 5. Brand Logo 5 ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES The brand logo should be prominent and easily seen on the page. Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey MAKO creative executions will always include these core elements. 15

11 GRAPHIC ELEMENTS SUMMARY COLOR PALETTE C 98 M 69 Y 35 K 18 R 0 G 78 B 113 C 0 M 0 Y 0 K 90 R 66 G 66 B 66 C 0 M 0 Y 0 K 0 R 255 G 255 B 255 ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES FONTS MEMPHIS LT STD (HEADLINES) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM MEDIUM (BODY COPY) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey MAKO creative executions will always include these core elements. 16

12 PHOTOGRAPHY 17

13 PHOTOGRAPHY OBJECTIVE To define and display correct photography for the 2017 MAKO campaign STYLE 1. Product Beauty 2. Lifestyle ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES 1 The U.S. market has a wide variety of ethnic diversity, with a dynamic growth pattern among ethnic groups. As a brand that strives to attract those from all ethnic backgrounds, we must acknowledge our understanding of diversity and reflect this in our imagery selections for creative executions. Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey. 2 All 2017 MAKO creative executions must follow the photography style standards set forth in this guide. 18

14 PHOTOGRAPHY PRODUCT BEAUTY OBJECTIVE To define and display correct photography for the 2017 MAKO campaign STYLE 1. Product Beauty Product beauty shots should show off the prowess of MAKO boats and reflect the positioning as the perfect predator. ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES 1 Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey. All 2017 MAKO creative executions must follow the photography style standards set forth in this guide. 19

15 PRODUCT BEAUTY DO DON T This shot features rough, open water, camaraderie among fishermen and the thrill of the catch. MAKO shines as the perfect predator. This shot is boring. The fisherman are standing around and not interacting with one another or the water. The ocean is flat and there is no energy. This shot shows anglers engaged in landing a fish, demonstrating the capabilities of the boat. The vivid background highlights the clean lines of the boat. This shot is uninteresting. The crew looks cold and uncomfortable, the boat isn t trimmed properly, and the background is bland. All 2017 MAKO creative executions must follow the photography style standards set forth in this guide. 20

16 PHOTOGRAPHY LIFESTYLE OBJECTIVE To define and display correct photography for the 2017 MAKO campaign STYLE 2. Lifestyle Lifestyle photos should always convey adventure, action, prowess and confidence. For example, shots of triumphant fishermen with the day s catch illustrate the MAKO s status as the perfect predator. ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES Lifestyles are generally tighter shots that focus on the people, evoke an emotional response and don t usually show the entire boat. Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey. 2 All 2017 MAKO creative executions must follow the photography style standards set forth in this guide. 21

17 LIFESTYLE DO DON T This photo tells a story through the dramatic lighting, the silhouetted figure and the heroic pose. This shot puts the viewer at the center of their own adventure and makes them want to fish aboard a MAKO. There is no energy or emotion in this shot. It could be any day on the water aboard any boat. These scenarios don t capture the essence of the perfect predator as either fishermen or boat. The angler shows true satisfaction with his catch. He s in his trusted MAKO, the perfect predator needed for an amazing moment like this. This image is awkwardly cropped with the main subject s face not showing, which consequently, eliminates any emotional connection with the viewer. All 2017 MAKO creative executions must follow the photography style standards set forth in this guide. 22

18 VOICE 23

19 VOICE OBJECTIVE To define and display correct brand voice for the 2017 MAKO campaign TONE 1. Headline 2. Body ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES 1 Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey. 2 All 2017 MAKO creative executions must follow the voice style standards set forth in this guide. 24

20 VOICE HEADLINE OBJECTIVE To define and display correct brand voice for the 2017 MAKO campaign TONE 1. Headline Headline language is confident and powerful to convey MAKO boat s status as the perfect saltwater predator. ULTIMATE ADVENTURE FOR ANGLERS 1 AND FAMILIES Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey. All 2017 MAKO creative executions must follow the voice style standards set forth in this guide. 25

21 VOICE BODY OBJECTIVE To define and display correct brand voice for the 2017 MAKO campaign TONE 2. Body Body copy supports the headline and/or visual by detailing the features of what gives MAKO its rugged and legendary name. ULTIMATE ADVENTURE FOR ANGLERS AND FAMILIES Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You ll need a MAKO. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey. 2 All 2017 MAKO creative executions must follow the voice style standards set forth in this guide. 26

22 VOICE TONE DO DON T HEADLINES & BODY COPY Confident Powerful Agile Exciting Passionate Adventurous HEADLINES & BODY COPY Cheery Humorous Gentle Lighthearted Soft Boring All 2017 MAKO creative executions must follow the voice style standards set forth in this guide. 27

23 VOICE EXAMPLES DO DON T HEADLINES Legendary Fishing Command the Water Crushing Breakers and Breaking Records HEADLINES Built for the Joy of Fishing (too gentle) Enjoy an Afternoon on the Open Sea (too cheery) Smooth and Stable Inshore Ability BODY COPY This bay-busting beast is engineered to handle both the hardest chop and the skinniest inshore flats. So whether you re stalking the salt grass for reds or pulling cobia off a wreck, you ll find that its got a perfectly calculated balance of power and finesse that will get you out with the crew and in with the fish in supreme confidence. BODY COPY Saltwater fishing is a game of luck, and MAKO comes equipped with the tools to bring the odds in your favor. From reeling in the day s catch to cruising on the waves, MAKO is there as your weekend fishing vessel. All 2017 MAKO creative executions must follow the voice style standards set forth in this guide. 28

24 EXECUTIONAL EXAMPLES 29

25 PRINT AD 30

26 BROCHURE INTRO SPREADS OFFSHORE BOATS 334 CC THE PERFECT PREDATOR The 334 CC ushers in a new era for MAKO an era of empowered performance, elevated style, and the best fit and finish we ve ever produced. It s built to feed your passion for sportfishing in safety and style with an alliance of custom creature comforts and state-of-the-art technology

27 BROCHURE FEATURE SPREADS 334 CC 33'4" SPECIFICATIONS: LENGTH 28' 4" (8.67 M) DEADRISE 21 BEAM APPROX. HULL WT. TRANSOM HEIGHT 9' 10" (3.00 M) 6,000 LBS. (2,721.6 KG) 30" (76.20 CM) FUEL CAPACITY 228 GAL. (863.1 L) MAX. PEOPLE/WT. 13/2,600 LBS. ( KG) $ 00,000 Boat and Motor w/twin Mercury 200 XL Optimax Verado (L4) TRIPLE 350 XXL VERADO W/JOYSTICK PILOTING...$000,000 TRIPLE 350 XXL VERADO W/JOYSTICK PILOTING...$000,000 PLUS PREP AND FREIGHT. WHITE MOTORS ARE OPTIONAL. PRICE EXCLUDES OPTIONAL TRAILER. FEATURES Head enclosure w/molded liner, wiring access hatches, removable storage pouch, mirror & double-gasket door Sink w/faucet & on-demand freshwater 3 port & 3 starboard gunwale-mounted rod holders w/mako logo Fiberglass leaning post w/backrest, flip-up cushion, storage below & bait prep station w/freshwater sink, removable cutting board, 50-gal. ( L) aerated anti-slosh livewell & tackle storage Port & starboard under-gunwale rod racks for 6 rods up to 7 (2.13 m) long Fiberglass leaning post w/backrest, flip-up cushion, storage below & bait prep station w/freshwater sink, removable cutting board, 50-gal. ( L) aerated anti-slosh livewell & tackle storage Port & starboard under-gunwale rod racks for 6 rods up to 7 (2.13 m) long Sink w/faucet & on-demand freshwater 32

28 Head enclosure w/molded liner, wiring access hatches, removable storage pouch, mirror & double-gasket door Sink w/faucet & on-demand freshwater 3 port & 3 starboard gunwale-mounted rod holders w/mako logo Fiberglass leaning post w/backrest, flip-up cushion, storage below & bait prep station w/freshwater sink, removable cutting board, 50-gal. ( L) aerated anti-slosh livewell & tackle storage Port & starboard under-gunwale rod racks for 6 rods up to 7 (2.13 m) long Fiberglass leaning post w/backrest, flip-up cushion, storage below & bait prep station w/freshwater sink, removable cutting board, 50-gal. ( L) aerated anti-slosh livewell & tackle storage Port & starboard under-gunwale rod racks for 6 rods up to 7 (2.13 m) long Sink w/faucet & on-demand freshwater TRIPLE 350 XXL VERADO W/JOYSTICK PILOTING...$000,000 TRIPLE 350 XXL VERADO W/JOYSTICK PILOTING...$000,000 PLUS PREP AND FREIGHT. WHITE MOTORS ARE OPTIONAL. PRICE EXCLUDES OPTIONAL TRAILER. EXECUTIONAL SUMMARY OFFSHORE BOATS 334 CC THE PERFECT PREDATOR The 334 CC ushers in a new era for MAKO an era of empowered performance, elevated style, and the best fit and finish we ve ever produced. It s built to feed your passion for sportfishing in safety and style with an alliance of custom creature comforts and state-of-the-art technology CC 33'4" SPECIFICATIONS: LENGTH BEAM APPROX. HULL WT. TRANSOM HEIGHT 28' 4" (8.67 M) 9' 10" (3.00 M) 6,000 LBS. (2,721.6 KG) 30" (76.20 CM) DEADRISE FUEL CAPACITY MAX. PEOPLE/WT GAL. (863.1 L) 13/2,600 LBS. ( KG) $ 00,000 Boat and Motor w/twin Mercury 200 XL Optimax Verado (L4) FEATURES 33

29 CONTACTS Randall Georges Art Director (417) J.D. Pate Copywriter (417) Connie Marcil Traffic Coordinator (417) Chris Wilson Creative Manager (417)