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"Semiotx founder Peter Fraterdeus provided a broad range of services to Organic Valley's interactive marketing team between 2002 and 2007, including content development, graphic design/typography, systems administration, application development, database administration, application/technology RFP development, vendor/technology selection, and more.

"We relied heavily on Peter's extensive levels of knowledge and experience in all things interactive, which helped us move our online marketing practices into the 21st century."

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"Normally, I'm used to many more back-and-forths until I get what I'm looking for. On each project I worked with Kristine on, she came up with extremely high quality work on her first attempt.

"Another thing that I really appreciate about Kristine is that she is really good at design AND CSS. This makes it so that I don't have to hire and manage two separate professionals."

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Chicago Calligraphy Collective Identity, Brand Positioning and Web Strategy

Strategic Brief prepared for CCC Web Site Design Committee


Peter Fraterdeus, Strategic Consultant, Semiotx, Inc.  peterf@semiotx.com
24 April 2009

Strategic Brief prepared for CCC Web Site Design Committee

Brand Positioning & Identity

1.What specifically sets us apart from other organizations, e.g., strong points?
a.What challenges do we face in distinguishing from other companies?
b.What opportunities do we have to highlight our differences from others?
c.How is CCC different from other organizations?


2.Mission Statement?
3.If the company were a person, what characteristics would describe the person?
4.What is the emotion we associate with the Organization?
5.Targeted Message: State a single-minded word or phrase that will appropriately describe CCC.
6.Brand Story :  A one or two paragraph descriptive narrative which encapsulates the identity, the mission and the message.

Web Site 
Project Summary
1.What is the basic overview of the project? Briefly include background information if relevant.
2.What is the major goal?
3.Are there any secondary goals?
4.What are the long-term goals?

Audience Profile (Target audience—typical user profile. We can profile more than one.)
    ie—
Members – active, inactive, missing
Prospective Members - hobbist, amateur, professional, non-practicing
Business partners , ie, designers, art directors, etc
Sister Organizations - lettering guilds, graphic arts guilds, ec

1.Who is our “product” or “service” aimed at?
a.gender
b.age range
c.occupation (or “type”)
d.any other relevant information

2.What do they care about?


3.How do we want them to respond?
4.What do they currently think and feel about the organization?
5.What do we want them to think, feel or do?
6.How will this web site help to achieve this goal?
7.What are some specific visual goals the web site should convey?


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