×‰?×B!Ü ×‘C’×˜š Ít ÍtÍÀu×‰œ”×‰	Ú 7cassandra://oqIEy5DQcSfpfFXFMtPxQn0KqlfZv2W4_ZfRo9lKdq8ÍWMÍ` Í_Í5×‰	Ú 7cassandra://74SdEO7zjXn18bTF6SC-B4mB0KJj1aGGWIxFP12Eh94ÍiÍ` Í:Íà×‰	Ú 7cassandra://xq8Nc9R-U5ZnICjYPO-usWFQs8dQLiRUMvnvYReBREEÍ	lÍ` Í0Í ×‰	Ú 7cassandra://y7bjOzXxGFwedp_9pPWP9UFdUTKYw3lRmGXImTnP6zoÍªÍÚÍ Í>Íñ×buBÆG¯®9×˜š   ÍtÍÀu×ˆœ×   àfrJ  ×ˆE×buBÆG¯®8××‰E¹2022 Branding Guidelines
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mÍd×‰	Ú 7cassandra://mw4tu-9z_6guC1nIGJCgpLIZD0NM78PYV46vsZ-fTLoÍ¨Í`ÍtÍà×‰	Ú 7cassandra://qhoWHtshBXF7FBKwiWNiQrDNSkzq_ImPpHkGpeRcgkoÍ2ÛÍ`Í`Í ×‰	Ú 7cassandra://Pg1OZ72hc3z5RJK-1lsXUjX1oCHBnVeviWkVhUhCyisÎ O\$Í Í|Íñ×buBÆG¯®9×‰EÚ¬Table of Contents
Chapter 1. Introduction ....................................................4-7
Chapter 2. Our Values ...................................................... 8-9
Chapter 3. Branding ..................................................... 10-19
Chapter 4. Illustrations ................................................. 20-23
Chapter 5. The Product ................................................ 24-29
2 | Swick
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Chapter 7. Advertising ................................................. 34-43
Chapter 8. Merchandise ............................................... 44-51
3 | Swick
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Introduction
×‰	Ú 7cassandra://fROkXEFaQylB99SPwl65L1tMT6WYbC612P5uBuvEr7YÍ4)Í`Í`Í ×buBÆG¯®8Û×‰EÚÿWho Am I?
Ashley Rose has been a strong believer of new
age spirituality, astrology, gemstones,
manifestation and meditation for the past five
years of her life. Learning about spirituality
has been a source of comfort and relief from
stress, helping her to cope with the
challenges in life. Throughout her
spiritual journey, Ashley started to decorate
her bedroom into a place that provided her
with a sense of ease and relaxation. Crystals,
plants, singing bowls, dream catchers,
tapestries and scented candles fill her room
to provide the ultimate comfort zone. However,
Ashley soon realized that all but one of
these products sufficed to provide ultimate
relaxation; candles. Candles have been one
of her favorite aspects of setting the moon for
relaxation. They provide the suitable amount
of lighting, and their aroma puts many people
at ease. However, for a product whose goal is
to provide comfort, candles cause multitudes
of house fires every year. Ashley noticed that
lighting a candle in her room was very
necessary to achieve ultimate relaxation, but
at the same time, she was not able to fully feel
at ease due to having to consistently monitor
the candle. Oftentimes, she would fall asleep
with a candle lit and wake up hours later to
realize she forgot to extinguish it, which could
have potentially resulted in a dangerous
situation. When it came time to develop an
idea for her senior project, Ashley wondered if
other individuals have been experiencing the
same love/ hate relationship
with their candles.
5 | Swick
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Ashley began to conduct over 50 interviews
with a wide variety of people through phone
calls, facetime, in person, and google forms.
The data showed that 54% of people have
left a candle unattended in their home and
expressed worry of one causing a house fire.
90% of those people would buy a product that
relieved this worry. The problem statement
soon emerged: concerned users need to
ensure candle safety in the home because it
will prevent house fires. As Ashley conducted
this research, she felt less alone knowing that
others shared her worries.
7 | Swick
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Our Values
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The next step of the process was finding a
unique solution to stop candles from causing
house fires. Products such as battery powered
candles exist, however they are not scented
and do not provide the authenticity of a real
candle flame. Wax melts are a new, trendy
product where the user heats the wax and it
provides the aroma of a candle, but there is
no flame, thus, no light. Lastly, candle toppers
are open lids with holes and designs placed
over a candle that are used to provide
better air circulation so the candle burns more
efficiently, however it does not extinguish the
flame or provide safety. Ashleyâ€™s plan
developed to create a physical product that
could extinguish a candle without user
interference in a potentially hazardous
situation. The product would also connect
to an app on the userâ€™s phone where safety
alerts and reminders would be sent to the app
when needed. The app would also provide the
user with the ability to extinguish the candle if
they left the home and forgot to put it out, as
well as set a timer for how long they would like
the candle to burn for.
By launching her senior project, Ashley hopes
to create a product that can provide candle
users with the security they need in order to
prevent house fires. Burning a candle should
provide ultimate relaxation, and having to
worry about the dangers of burning one can
ruin the purpose of the product. She hopes
that Swick can relieve those worries and
provide its users with ultimate security.
9 | Swick
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Branding
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With a solution to the problem developed,
Ashley started the process of creating a brand
name and the companyâ€™s branding and overall
aesthetic. The process for coming up with a
brand name started with how Ashley wanted
her brand to make people feel. The brandâ€™s
goal was to make people feel safe and have
peace of mind as they burned their candles.
The brand needed to appear trustworthy and
secure for people to consider using itâ€™s
product. In total, Ashley came up with 40
names for the brand, and narrowed it down
until she settled with the name â€œSwickâ€, the
â€œSâ€ representing safety or security, and the
â€œwickâ€ being the part of a candle that is lit.
Many fonts were played with in order to decide
on the final font for the logo. It came to a
decision between a blocky sans serif
typeface, or a more flowy script font.
Ultimately with feedback from peersâ€™ Ashley
chose the final font of the logo as a blocky,
sans serif typeface to represent stability, and
the dot of the â€œiâ€ is a blue flame. The goal of
the logo is to portray that Swick provides the
safety one needs when burning a candle.
The next step in the design process was
developing the branding and color schemes
that would be used throughout Swickâ€™s
products. When conducting research, Ashley
learned about color symbolism, and how oneâ€™s
mood can be reflected from certain colors.
Since she wanted the brand to provide
security, safety, ease of mind, and
trustworthiness, she chose shades of blue,
orange, tan, and brown.
11 | Swick
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€Í Í|Íñ×buBÆG¯®9×‰EÚ !Colorized Logo & Mark
12 | Swick
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13 | Swick
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14 | Swick
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15 | Swick
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& Minimum Size
1.5in
1in
X
X
X
X
X
X
X
16 | Swick
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17 | Swick
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Cocogoose
Title
Aa
ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
18 | Swick
Arial Rounded MT Bold
Body
Aa
ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
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HEX 3560ac
RGB 53, 96, 172
CMYK 86, 67, 0, 0
HEX 71ccee
RGB 115, 204, 238
CMYK 50, 1, 3, 0
HEX d98e04
RGB 217, 142, 4
CMYK 0, 34, 98, 15
HEX 868787
RGB 139, 135, 135
CMYK 50, 41, 41, 5
HEX 593a15
RGB 89, 58, 21
CMYK 0, 35, 77, 65
19 | Swick
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Illustrations
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Ashley has been an illustrator and traditional
artist for as far back as she can remember.
She started drawing the moment she could
grasp a crayon. Because of this, Ashley knew
she wanted to incorporate the skill that got her
this far into her senior project.
The illustrations through out Swickâ€™s brand
are present in the advertising and app icons.
The advertisements both print and digital consist
of digital drawings depicting
scenarios where Swick would be a helpful
product. The different scenarios consist of a
girl falling asleep with a candle lit, a cat trying
to play with the candle flame, and curtains
being blown near the open flame. Throughout
all of these scenarios, Swick could prevent a
potential candle fire and save peopleâ€™s
possessions and lives.
Since the idea of a house fire is so tragic and
hard for some people to think about, Ashley
decided a cartoon-like sketchy drawing style
would be best to use for her advertisements.
The color palette used throughout are directly
from the brandâ€™s color scheme.
The app icons were inspired by the blocky yet
fun design of the flame for the brand mark.
The icons all have rounded corners and
incorporate the fun brand colors for easy
usage on an smart phone.
21 | Swick
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22 | Swick
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The Product
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In the initial process of uncovering a solution
to this problem, Ashley came up with a few
different concepts before the final version of
Swick was created. She knew that a physical
product that prevented candle fires was the
way to go. Her first idea consisted of a candle
wick that would burn in specific increments
of time, which would limit the amount of time
a potential fire could occur. Her second idea
was to create a candle holder for any candle
that would self-extinguish the candle, and
perhaps be connected with an app to allow its
users more control over their candles when
they are not near them. Ultimately, Ashley
went with the latter, and from there had to
design a candle holder that would be the most
effective solution to the problem. As Ashley
researched her competitors, she noticed a
few similar products on the market
consisting of a glass container with a lid that
closed automatically, and a timer that would
close the lid and extinguish the candle in
certain increments of time. However, all of
these products were not very aesthetically
pleasing, consisting of one plain design, no
connection to an app, ultimately not
allowing its users to have much
personalization. In order to incorporate
personalization into her product, Ashleyâ€™s candle
holder will have options to change the light
colors of the glass, and the ability to make the
product into a fish bowl, moon, or soccer ball.
The end product prototype was created using
Adobe Photoshop and Illustrator.
25 | Swick
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Button Code
On/Off
Set color/ Theme
Duration
Set Timer
Features
Auto shut lid
Motion sensor around opening
Rubber grip base
Ceramic heat resistent glass
Holographic lights & themes
Live camera
2:00
26 | Swick
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27 | Swick
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28 | Swick
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29 | Swick
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30 | Swick
The Application
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The product would then connect to the Swick
app on the userâ€™s phone where safety alerts
and reminders would be sent to the app when
needed. The app would also provide the user
with the ability to extinguish the candle if they
left the home and forgot to put it out, as well
as set a timer for how long they would like the
candle to burn for. The app would be divided
into four parts- the home page, customization
page, motion alerts page, and article page. On
the home page the user can see a preview of
the candles that are currently burning in their
home, with the duration of how long the timer
is set for, and then previews of
trending articles about burning candles. On
the customization page, it shows a full view of
the candles burning, with the option to click
that candle, and customize settings such as
setting a timer duration, the product light
color, chimes, volume, and the ability to view
motion alerts. The motion alerts page allows
you to view all motion alerts from the past and
present and the ability to clear them. Lastly,
the article page allows the user access to
read full trending articles from various blogs.
With a connection to a phone application,
Swick will be able to alert candle users
regarding their candle, allowing them to take
a step out of the room and not have to worry
about a potential fire.
31 | Swick
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Home
Read Articles
Alerts
32 | Swick
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Live Camera
33 | Swick
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34 | Swick
Advertising
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Ashleyâ€™s goal in marketing is to strategically
market in places where the target audiences
are, such as print ads consisting of billboards
in the city, subway, bus shelters, wildpostings,
Bed Bath & Beyond magazine, and web ads
such as landing pages, banner ads, along with
social media ads. Ashleyâ€™s target audience
consists of three personas, the primary being
The Pet Lover, who avoids burning candles
due to the fear of their pets
interfering with the open flame. The
secondary is The Independent, consisting of
hardworking young adults in careers such as
doctors or nurses who are often on call and
rushing out of their homes for emergencies.
This target group often forgets to blow out
their candles as it is the last thing on their
mind in the time of an emergency. Lastly, The
Hero, consisting of firefighters who have a
deep interest in protecting themselves and
their community from fire. They are some of
the top consumers of fire safety products.
The Hero persona and The Independent are
constantly on the go, and travel to work each
day, so the billboards in the city, subway, bus
shelters, wildpostings, Bed Bath & Beyond
magazine, and Facebook ads would be geared
towards them. The magazine ads, Instagram
ads, Pinterest ads, and web based ads are
aimed towards The Pet Lover, since they are
a younger generation and spend most of their
time consuming media online. Marketing is
important because it allows for the target
audience to see the product in the places they
exist in every day.
Ashleyâ€™s marketing strategy consists of digital
drawings depicting situations where Swick
would prevent a house fire. â€œPeace of mind
starts hereâ€ is the slogan, reiterating that by
having this product, one does not have to
worry about their candle causing a fire.
35 | Swick
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44 | Swick
Merchandise
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When creating her merchandise, Ashley
decided turning Swickâ€™s logo mark into a
pattern and utilizing her brand colors to
create a pattern worked best. This added a
pop of color to the merchandise and created
an aesthetically appealing design.
The merchandise has a lot to do with Swickâ€™s
physical product; a self extinguishing candle
holder. Therefore, selling merchandise such
as branded matches, candle lighters, tote
bags, blankets, and t-shirts made sense to
include. In addition to this merchandise, Swick
also has its branded stationery and business
card.
45 | Swick
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Í` Í_Í5×‰	Ú 7cassandra://qtInj2AMix3-8gzt5zf2oKmdtL65AVEi8oEeq_6mLw4Í¿Í` Í:Íà×‰	Ú 7cassandra://xIYLQAueFkiiWoI5NmxomNKviDhqtZCsyxHGO8_vZu4Í	WÍ` Í0Í ×‰	Ú 7cassandra://xW2PGDCbgL0QjFLdgG_SdyCgfw8OAMZ_QlY490SV1HAÍ—âÌ€Í Í>Íñ×buBÆG¯®9F×‰E×‰	Ú 7cassandra://xIYLQAueFkiiWoI5NmxomNKviDhqtZCsyxHGO8_vZu4Í	WÍ` Í0Í ×buBÆG¯®9×ˆE×buBÆG¯®9×buBÆG¯®9ÍèÍÀ,¼Ashley Rose Swick Brand Book×buBàfrJÂÊË