Group 3

Creative Brief

What’s the job?
To encourage entrepreneurs outside of Portland to start a small business in the city because it is a place where unique startups continue to be successful. 

Who’s the audience?
Yvon lives in Medford, OR and loves to make buttons. However, he has no time to work on his button making because he has a corporate job. He wants to make a move to a smaller scale business where he can have time to create his buttons and have more creative control. Yvon likes that Portland is a big enough city to make a living, but small enough to not become overwhelmed by such a new undertaking. When Yvon moves to Portland, he opens his shop is in front of a congress of food carts. He notices that they are successful and wonders what their secret is.

What’s the goal?
Eliminate the fear potential business owners may have from starting a small business in a large city dominated by large brands and businesses.

Single most important idea?
Anyone with the dream to own a unique small business should move to Portland because people in Portland care about businesses that sell unique things.

 Why should they believe the message?
Portlanders are willing to understand your niche or different idea because they appreciate unique and different. Food carts are the perfect example of a unique business venture that has succeeded by giving Portlanders new and diverse foods.

 Why should they care?
Their unique business venture will be taken seriously in Portland because its people are in the market for novelty and creation.

Mood Board

The mood board shows how small businesses ‘fit’ into Portland’s cityscape—A hub for ideas that may otherwise not be accepted anywhere else. Portland has created big name brands that are known nationwide, all the while, standing alongside Corporate America.

Voodoo Donuts might best exemplify Portland’s small business ‘stereotype.’ It is weird, quirky, and well-known. The line of people is always trailing out the door, each person trying to get their hands on a pink box. Portland did not invent the donut, so how did Voodoo Donuts skyrocket in to popularity? It is the city’s refusal to go along with the crowd.

Portland’s small businesses aren’t inventing new concepts, but instead ‘making better’ the ideas that already exist. This city has figured out a strategy that works within small retail spaces. If restaurant success is supposedly such an achievement then why are food carts a thriving business? There are numerous bookstores that have gone out of business, so why does Powell’s City of Books still occupy an entire city block? If vinyl records are supposedly nonexistent in today’s digital world, then how does Music Millennium, an independent record store, stay in business? It is the Portlander’s resistance to keep pushing forward that has launched small businesses into outstanding success. They are an independent, caffeine-crazed bunch that has tapped into an industry that is thriving in a unique city.

Archetype

Lena Dunham

Photo: http://pagesix.com/2014/03/09/lena-dunham-strips-for-snl-skit/

Portland allows the unique and strange from its small businesses. In order to accomplish this, quirky entrepreneurs outside of the city, who have dreams of owning a business, should move to Portland. Lena Dunham is an actress, author, screenwriter producer, and director. She is also the definition of quirky. “Her popularity is well-deserved for one primary reason, her ability to resonate with her audience,” writes Jerry Weissman, a contributor to Forbes.com. Between her HBO show Girls and novel Not That Kind of Girl, Dunham has proven that weird works. She will help entrepreneurs with unique small business vision’s to resonate with Portland culture.

In her novel, Dunham writes, “Its not brave to do something that doesn’t scare you,” advice that entrepreneurs who are starting a business need to hear. When starting a business such as custom-made buttons, it can be nerve-racking. Dunham had to fight to create HBO’s now smash hit, Girls, because they didn’t believe the content would gain viewership. She knew that there was an audience for her vision, just like there is a market for custom-made buttons in

Portland. Dunham is a unique businesswoman that would help entrepreneurs find the courage to realize their dream.

Color

https://color.adobe.com/Voodoo3-color-theme-5562055

Our color palette includes orange, pink, blue, red and yellow. People perceive color before they absorb anything else. Orange is a color that represents confidence and courage, and pink is a color that represents health and happiness. Blue stands for intelligence and loyalty; red represents strength and passion, and yellow represents creativity and energy. We believe these five colors cater directly to the culture of Portland. In order to be successful in building a small business in the Portland metro area, you must embody all of these characteristics. These five colors are bright, fun and unique—just like the city of Portland.

Video

J_460 Group 3 Portland Video from Samuel on Vimeo.

Sources:

http://thomaspatricklevy.com/2013/03/18/powells-to-celebrate-small-press-month-were/
http://www.oregonlive.com/carlin/index.ssf/2010/12/terry_currier_and_music_millennium_the_growth_and_near-death_of_a_portland_icon.html
https://d38ls2kcjnhfdj.cloudfront.net/412d99f6-6529-4859-aa6c-ab254bbb2a60.JPG
http://blog.tastesavant.com/2014/08/27/food-cart-dining-in-portland-oregon/
http://www.hightimes.com/read/munchie-madness-voodoo-doughnuts-expands-pot-friendly-denver
https://portlandfarmersmarket.wordpress.com/2011/05/02/dave’s-killer-bread-rises-to-become-season-sponsor/
http://www.reddit.com/r/hockey/comments/2uj9l6/hockey_in_portland_xpost_from_rportland/
http://www.oregonscenics.com/city1.htm
Dunham, Lena. Not That Kind Of Girl. New York, NY: Random House, 2014. Print.
Weissman, Jerry. “Lena Dunham’s Secret To Success.” Forbes. 8 Oct. 2014. Web. <http://www.forbes.com/sites/jerryweissman/2014/10/08/lena-dunhams-secret-to-success/>.
http://www.color-wheel-pro.com/color-meaning.html