Rebranding project for Arweave
2019
About us
In Jett we developed a strategy, where strong business structure meets creativity to grow truly solid and emphatic brands. Our foundation lies in coherent process formation and company's maintenance — from simple idea until prominent brand. We create brands that differ.
Project aims
Before we get to the process, we need to figure out, what are the main aims we are trying to achieve with rebranding.
1
Introduce developers community to wider audience, increase awareness
2
Prepare Arweave for funding campaigns
3
Increase brand equity
4
Prepare Permaweb for awareness increase
One of our main aims is to attract developers and to motivate them to join the community.
With current project we will also aim at attracting investments and therefore need to prepare Arweave from every possible angle.
Brand value = product value. This is the formula we need to achieve with rebranding. As for now it looks like: Brand value < Product value.
We need to prepare Permaweb for the future company growth. When popularity of the product increases, the brand has to fit its' product value (see Brand Equity)
Process
Analysis
1
Existing Brand
2
Audience
3
Influencers
4
Touchpoints
5
Competition
6
Brief analysis of existing brand attributes including visual elements, CJMs, etc.
Defining brand's primary audience. Exhaustive demographic + psychographic portraits.
Researching potential brand ambassadors. Filtering based on conformity with brand's positioning and tone of voice.
Defining brand's existing touchpoints. Where does it contact with audience? Analysing, but not updating yet.
Even though brand's niche is low on competitors, brief analysis is required to avoid accidental positioning/design copying.
Strengths, Weaknesses, Opportunities and Threats analysis based on collected information.

Strategy
1
Evolution/Revolution
2
Brand Positioning
3
USP/ESP
4
Brand Personality
5
Tone of Voice
6
Brand Story
7
Updated Touchpoints
8
Client Journey Map
Based on previously performed research, we now need to understand - are we creating an evolutionary or revolutionary brand on niche's scale.
How our brand is going to be different from competition? How does it position itself in customer's perception?
Unique Selling Point/Emotional Selling Point - defining triggers for rational and emotional decision making from audience's perspective.
Making strategic process less boring and more understandable for brand users. Comparing brand to a person. What are his/her personality, habbits, lifestyles?
In which manner does the brand reach its audience? Does it speak and write formally/quietly/shyly or is it the opposite?
Creating a strong brand story to highlight its positioning. For instance, it might be Sam Williams' success story or 1984 book links etc.
Updating brand's touchpoints based on fresh brand positioning.
Creating an expected customer route - from being unaware of product existence to becoming a community member/investing.

Design
1
2
Colour palette
3
Corporate fonts
4
Corporate merchandise
5
Corporate presentation
6
Co-branding
7
Brand Guidelines
Creating a unique logo, which highlights our positioning and functions as brand symbol.
Choosing a unique palette, based on psychological and strategic factors.
Choosing primary and secondary fonts. Slightly adopting them. Describing usage scenarios and rules.
Designing most frequently used corporate merchandise (e.g. t-shirts, stickers, folders, corporate letters, etc.) - list requires clarifications.
Creating presentation template. Basic icons and charts design are included.
Creating cases and rules of brand logo/pattern usage in cooperations with other brands.
Creating a set of rules and guidelines on visual and strategic brand usage.

Web design
1
Existing CJM analysis
2
Restructuring
3
Design
4
Development
Analysing website logic and client's path.
Based on CJM analysis, decision will be made on which website changes are required. Is it updating design to fit our fresh branding or more complex functionality changes are necessary?
Adjusting website design to fit refreshed brand.
Adjusting website functionality to updated CJM. (If so is decided at the Restructuring stage).
Brand Launch!
Timeline

Timeline
Pricing
* Project duration is approximate and includes standard decision making times and minimum editing time. In other cases project deadline may be postponed respectively.
**Total amount is a subject to change. If services are added/withdrawn, price recalculation will be applied.
Pricing
* Project duration is approximate and includes standard decision making times and minimum editing time. In other cases project deadline may be postponed respectively.
**Total amount is a subject to change. If services are added/withdrawn, price recalculation will be applied.
Anton Monich