Department 4
Brand
- 4.3NamingThe rename: criteria, shortlist, trademark and domain checksThe product needs a new name, and nobody has picked one yetNeeds you
- 4.4The five directionsSide by side, strengths, scoresFive characters, one pick, and Fetch wants you to throw itDraftFive versions
- 4.5Fetch character bibleWho it is, how it is drawn, poses, its world, its linesHow Fetch looks, acts and talks, so anyone can draw itDraft
- 4.6Buzz character bibleWho it is, how it is drawn, poses, its world, its linesBuzz in one place: shape, stripes, voice and the two tellsDraft
- 4.7Scoop character bibleWho it is, how it is drawn, poses, its world, its linesScoop the raccoon: how it looks, acts, talks and growsDraft
- 4.8Ocho character bibleWho it is, how it is drawn, poses, its world, its linesOcho: one pink octopus, eight arms, and its stress always its ownDraft
- 4.9Seeti character bibleWho it is, how it is drawn, poses, its world, its linesSeeti the cooker: bossy, dramatic, whistles, and scolds only ideasDraft
- 4.10Voice and wordsWriting rules, plain words, per-direction voice, never-say linesPlain words on the buttons, Fetch's words only around themGeneratedFive versions
- 4.11Visual identityLogo and wordmark slot, colour, type, photography, illustrationFetch's look: tennis ball green, a quiet dark yard, photos in chargeDraftFive versions
- 4.12Sound and motionCues, levels, when they play, motion slotsFetch squeaks, ruffs and bounces, then stays quiet until askedDraftFive versions
- 4.13The Brand Book we give brandsWhat a partner's Brand Book holds and exportsEvery brand gets a Brand Book, and Fetch only signs the footDraftFive versions
- 4.14Asset libraryEvery logo, character pose, sound, font and template file, where it lives, how to use itEvery Fetch file in one yard, so nobody redraws anythingDraftFive versions