Crafting a New Brand — Presentation Detail — Celebration of Scholars

Instructions

Student presentations must have a faculty sponsor.

Abstracts must include a title and a description of the research, scholarship, or creative work. The description should be 150-225 words in length and constructed in a format or style appropriate for the presenter’s discipline.

The following points should be addressed within the selected format or style for the abstract:

A clear statement of the problem or question you pursued, or the scholarly goal or creative theme achieved in your work.
A brief comment about the significance or uniqueness of the work.
A clear description of the methods used to achieve the purpose or goals for the work.
A statement of the conclusions, results, outcomes, or recommendations, or if the work is still in progress, the results you expect to report at the event.

Presenter photographs should be head and shoulder shots comparable to passport photos.

Additional Information

More information is available at carthage.edu/celebration-scholars/. The following are members of the Research, Scholarship, and Creativity Committee who are eager to listen to ideas and answer questions:

Jun Wang
Kim Instenes
John Kirk
Nora Nickels
Andrew Pustina
James Ripley

Crafting a New Brand

Name: Alanna Hurley
Major: Marketing and Graphic Design
Hometown: Chicago
Faculty Sponsor:
Other Sponsors:
Type of research: Senior thesis

Abstract

This research explored the creative process, branding, and logo design regarding the current craft brewing industry in Chicago. Because Chicago is considered a hub for this commerce it has proven particularly difficult for companies to become and remain competitive in the crowded marketplace. Through research, published work, experience, and a study of Millennials ages 18-28, I explored the rebranding process and how it can influence product distinction and brand recognition through channels of consumer touch points. Specifically the value generated by redesigning the brand mark of the least competitive company in the study.

I analyzed how real consumers in the target market instinctively feel towards a brand, its mood, tone, voice, and story through different elements that comprise a logo. These elements are color, shape, typography, relevancy, simplicity, distinction, target market, innovation, and appeal.

It was found that companies with strict brand guidelines and management have higher brand recognition and loyalty, which is exceedingly important to the valuation of the brand by consumers. Branding is a visual representation of the value created by a company that the customer can actually interact with. These rebranding concepts were applied to Haymarket Brewery, the most ineffective brand mark in the study. A new brand book was constructed reflecting the influence each element of a brand mark and its collateral material has on the value of the company.

Poster file