Brief 3: Adopt an Animal - Name and Redefined Focus: Project Primate

Name
I decided to start thinking of what the name could be for the brand. I wanted it to relate to the focus and audience. I started by creating a mindmap.

Audience
I wanted something that would relate to the audience, so I wrote down what the audience was so I could focus on it:

• Adults
• People who like to think they are making a difference
• People who sign petitions
• Keep it online - easy for people who work on computers/do things quickly

Focus

I also wrote down the focus again so that I could see if any of those words could be used in the name:

• Project
• Conservation
• Endangered animals
• Wild animals
• Track
• Helping
• Personality

Brand Ethos

I then started thinking about what the brand wants to do:

• Thrive, help, preserve, propel, raise awareness, change, improve, prevent

Redefined Focus
After thinking about these words, a name came to me: Project Primate.
I had been thinking about possibly changing the animals I had previously chosen due to it being too similar to WWF, and just concentrating on one animal. There are a lot of different endangered primates, so it would still give the audience a choice of animals. I liked the idea of concentrating on primates, as the name is focused and they are a popular animal that need help. I am feeling a lot more positive about the project now I have a different direction from WWF.