Prepared by the fun folks at Imaginary Friend for Kathleen Cameron & Co.
Clarifying the KC Brand & Sub-Brands
Before we get started, we would like to thank you for allowing us to submit this proposal. And for considering us as a potential confidant during this amazing stage in your brand's growth. We're incredibly excited about the opportunity of working together, and very much looking forward to reaching new heights with you.
​
Let's Do This!
Gordon West, President & Creative Chief | m: (312) 550-4945 | e: gordon@imaginaryfriendus.com
Why You Need an Imaginary Friend
We are your independent full-service branding, advertising, and digital ally steeped in creative play. Having partnered with some of the most recognized brands in the world, our team consists of experienced, award-winning talent. Working with the best brands around, you can bet your favorite Jelly Belly we offer up the best minds in the biz too.
​
Our focus is on the crafting of needle moving, eyeball earning, marketshare gaining business solutions that win the hearts, minds, and wallets of our clients' audiences. Work that stands out, and captures an unfair share of cultural attention. Imaginary Friend is the modern solution for all of your strategic, creative, production needs.
Come jump in the sandbox with us. Experience the powerfully positive impact that imagination without inhibition can have on your brand and business.
Let's Inspire a World-Class Brand and Effective Marketing Program
We will develop a comprehensive strategy to help grow your organization, use data intelligently, and establish a brand ecosystem that leads to creatively engaging, high-converting, cross-platform business solutions.
BRAND STRATEGY
​
Determining a brand strategy that serves as the foundation of your brand is paramount. Sharing who you are with the world requires a cohesive understanding of the role your brand plays in people's lives, and at all touch points.
Defining a clear understanding of the Kathleen Cameron brand at its deepest core is critical for endless growth. Getting to know each other and building on our relationship in person, and on a personal level, makes this possible.
While many brands jump immediately into creative storytelling, we believe in uncovering the inherent truths about our client’s brand(s). This starts with delving into three key cooperatives:
1. Why does this brand exist?
2. Why does this brand matter to culture?
3. How is this brand impacting lives?
Cooperative
(A stage of play that involves coming together to determine a problem or work on a project to achieve shared results.)
​
We begin with a Cooperative, which will consist of a two-day, in-person, in depth, and structured workshop where we roll up our sleeves while working together to reveal and architect the foundation of the KC brand and sub-brands.
Through exercises and stimulus, we proactively uncover themes that have never been considered. We look to the core, so that the surface will reflect something greater than off-hand, materialized stories. And we develop connections that go much deeper than products/services offerings.
Pre-Cooperative — There is work we will do beforehand involving category and cultural research, getting up-to-speed on your existing brand story/assets, development of engagement pieces, and other necessary essentials.
Cooperative — Our two days together are filled with a series of discussions and exercises focused on revealing the strategic brand position, company DNA, and unique/compelling story.
Post Cooperative — Imaginary Friend synthesizes and focuses all the learnings and discussions to build a clear strategic brand story. Utilizing what's unearthed to form the foundation of your brand's true identity. Which, in turn, influences all brand assets, communications (both internal and external facing), and content moving forward.
Cooperative Agenda
Day 1
(TBD) – 6:00 PM: Arrive in (Location TBD) and Get Settled
6:00 PM: Welcome Dinner (Restaurant TBD)
9:00 PM: Lights Out for a Fresh Kickoff Tomorrow Morning
Day 2
9:00 AM: Arrival (Breakfast Served)
10:00 AM: Hopes & Fears and Goals & Expectations
11:00 AM: Brand Foundation
12:00 PM: Working Lunch
1:00 PM: Beautiful Constraints
2:00 PM: Ambitious Audiences
3:00 PM: Competitive Landscape
4:00 PM: Cultural Snapshot
5:00 PM: Alignment Recap
5:30 PM: Close Session (6PM till 12AM Gordon & Andrew Work Session)
Day 3
10:00 AM: Arrival & Recapping (Breakfast Served)
10:30 AM: Envisioning Our Brand
11:00 AM: What Ifs
12:00 PM: Working Lunch
1:00 PM: Brand DNA
1:30 PM: Brand Pillars
2:00 PM: Our Special Word
2:30 PM: Alignment Recap
3:00 PM: Close Session
5:30 PM: Team Drinks and Appetizers (location TBD)
Deliverables
We will deliver a digital anthology on your current brand and each sub-brand, as well as the recommended steps to be taken next to secure a strong and authentic place in consumers' hearts, minds, and lives. This will consist of...
-
Key Objective
-
Brand Tension
-
Transformative Opportunities
-
Key Audience Insight
-
Brand Purpose
-
Brand DNA
-
Brand Pillars
BRAND IMAGING
​
Following the Cooperative, and after absorbing the events results, Imaginary Friend will regroup and begin structuring thoughts, ideas, intentions, and conclusions. Harnessing the fruits of the experience.
In parallel to the design of corporate logos/identities/design materials, and in conjunction with ongoing strategic development of each brand, we will begin construction of the corporate style guide and cumulative brand book. Determining the tone of the brand(s) through a clearly defined manifesto, delivery of fonts and their clear usage, colors and theory, logo parameters and proper usage, iconography support (if applicable), photography and video parameters/specifications. All of this resulting in a complete brand book up to this point, with digital examples that can be added to as relative assets and adaptations in your industry marketplace come to fruition.
Deliverables
We will deliver a digital directive in the form of a full understanding of your brand voice and how your corporate assets should be used in conjunction with one another and in relation to their would-be surroundings within and across mediums. This will consist of...
-
Brand Tonality/Manifesto
-
Corporate Identity/Marquee and Design Element Examples for Umbrella as well as Sub-Brands
-
Style Guide and Brand Guardrails
BRAND BEHAVIORS
While many talk about marketing, we believe what is truly connective in today’s world are Brand Behaviors. The many ways a brand interacts, intersects, and connects with their audience. Capitalizing on every touch point to create a consistent and meaningful impact.
Leaning into our new Brand Strategy and Brand Imaging guidelines, we will develop the strategic and creative direction for how we move forward. Our ambition is to work with you to ideate upon and implement brand behaviors focused on driving both short-term and long-term business goals.
Deliverables​
Communications Plan:
-
Based on defined KPIs, deliver a 12-month communications plan structured in 3 phases (Launch, Growth, Sustain)
-
Focus on key marketing drivers around awareness, consideration, intent, and usage
-
Identification of fundamental marketing tactics aimed at achieving projected business goals
-
Promotion of clear messaging consistent in delineation across platforms, audiences, and initiatives
​Content Development and Implementation Expectations:
-
Consider creation of marketing materials, assets and content to actualize the Communications Plan.
NOTE: Development, Management, and Production of these assets will require future approved scope of work.​
-
Placement of marketing materials on identified media outlets based upon Communications Plan.
NOTE: Procurement, placement, and maintenance of media outlets will require future approved scope of work.
Meet Your Imaginary Friend Project Team Leads
We are an award-winning strategy & creative team with 45+ years of collective experience working with the best brands in the world. Providing A-Z branding and marketing solutions for ambitious brand leaders and businesses.
Gordon West | Brand Creative | LinkedIn
A seasoned brand storyteller and acclaimed creative director, Gordon's highly accredited work and leadership style found him climbing the ranks at top agencies in cities like San Francisco, Los Angeles, Phoenix, New York, and Chicago. Where he led talented cross-platform, multi-disciplinary teams, while working under some of the most acclaimed agencies on the planet, including Leagas Delaney, Cramer Krasselt, DDB, and VML.
​​
After a long and illustrious career heading creative efforts for global brands like Bud Light, McDonald’s, Cars.com, and State Farm—helping clients attain staggering brand awareness and unprecedented revenue gains—Gordon founded Imaginary Friend in what Wired and Fast Company have deemed the fastest growing entertainment, marketing, and production hotspot in America… Atlanta (a.k.a. Hotlanta, the ATL, and more recently Hollywood of the South).
​
As the head of a full-service creative branding and marketing agency, he has had the honor of playing a part in the growth of some incredibly unique brands. Producing impossible to ignore content and activations for the likes of Porsche, Muscular Dystrophy Association, Warren Buffet owned Shaw Industries, and CPG giant Georgia Pacific to name a few.
​
A multi-disciplinary, award-winning One Show, Cannes, and Clio recognized creative lead, with 20+ years in the marketing and advertising industry, Gordon continues to champion brands with a passion for building meaningful relationships, adding value to their communities, and enriching people’s lives.
Andrew Butler | Brand Strategy | LinkedIn
For 20+ years, Andrew has made a career of helping brands awaken why they exist in the world today. Why? Because brands have an inherent role that they play in people’s lives. Powerful and distinctive ways of contributing to how people define themselves as individuals and groups.
As a Brand Strategist, Andrew has worked across business verticals to focus, inspire, and sheriff how brands go-to-market. From marketing to operations, research to development, human resources, partnerships, user experience… Understanding every behavior a brand takes on and how it plays an integral part in the role it represents in people’s lives is imperative to its survival.
A seasoned professional in the advertising and communications world, Andrew has led strategic endeavors at a number of critically acclaimed agencies. Including Leo Burnett, Arnold Worldwide, and TBWA Chiat/Day to name a few. He's been awarded the Jay Chiat Award for Strategic Excellence, ARF David Ogilvy, Media Mavens, Effies, and many more accolades while working with clients like New Balance, Bridgestone, Jack Daniel’s, ​Taco Bell, and Infiniti.
A career in brand strategy has enabled Andrew to immerse himself within the ecosystem of both brands and their business. Allowing him to see things from the inside and outside, but with fresh eyes. Helping companies realize the power in leveraging their deeper brand purpose. So that it may influence culture for the better. Imparting that purpose, to the world's great benefit.