WDM2211 Digital Identity Design

For the Competitive Audit section of the assignment, you will need to identify three possible competitors for your company and analyze how their business compares to your company's.

For each of the three companies listed in your competitive audit, you will need to include the following:

• Name of Company
• URL for the company's homepage
• Business similarities and differences to your company - What does the company do? From what you know about your company, how is this company's business similar or different? What do they do the same/different? How are their customers similar/different? This section should be one to two paragraphs.. Do not simply copy and paste information from that company's website. You must summarize the information in your own words.
• Visual branding message. What does the look and feel of the company's website seem to say about the company - it's style, tone, positioning? One paragraph.
• Samples of logo and identity design - include actual samples of the competing company's logo and other identity design items (web page sample, any other items you can find)
• References - on a separate page at the end of this section, you will need to include a list of URLs (and/or books and magazines) indicating where you found information you provided on each company.
• Example 1
• Example 2

The design brief is a summary of your findings about the company. For this section of the assignment, you will need to review information available about your company's values and goals. You may interview people connected with the company, review information from the company's website or, if the company is your own idea, take the time to consider some key business and identity goals and of the company. Your brief should include the following:

• 2 - 3 paragraphs that summarize the personality and style of your selected company, as you see it, based on the background information you have been given, as well as your competitive audit. This is your vision of what the company stands for.
• Brand attributes - a list of 5 - 7 adjectives describing the ideal tone, positioning and personality of the company
• Example 1
• Example 2

Your assignment should be submitted electronically in MS Word, .pdf, or HTML format. Your instructor will provide instructions on where to save the files at the beginning of class on the assignment due date (Week 3).