1. BRAND IDENTITY PROJECT
01/23/11
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Productions and sets designed by
Jordan Cantu
Sunday, January 23, 2011

2. BRAND
The name of the company is Veiled Staircase
A production designer has to make a script come to life
with the sets, costumes, makeup, and props.
The Veil represents the concealment of the fake sets and the ability
to turn them into believable reality.
Many moments in movie history happen on a staircase.
Rose meeting Jack in “Titanic,” Reagan coming
down the stairs in “The Exorcist,” and the
paradox staircase in“Inception.”
Sunday, January 23, 2011

3. BRAND
• A quick search on the USPTO.gov shows that
Veiled Staircase has not yet been taken.
• The category the brand falls into would be
SUGGESTIVE as it makes no direct connection
to the service provided but a deeper analysis
could see that the name and the product are
linked.
Sunday, January 23, 2011

4. Competitors Logo
The orange, white and black seem to clash and represent too much of
a halloween theme. The name is great and so is the emblem of the
rabbit representing the whimsicalness behind production design.
Even though Dreamworks is a production
company, i much prefer their brand to that of
my immediate competitor. The purple, blue and
white hues comes together nicely and i love
the image of the boy fishing for dreams in the
clouds. It is a beautiful logo that i would
like to imitate but not copy with my own
design.
Sunday, January 23, 2011

5. My Logo
A PICTORIAL MARK LOGO of a
girl walking down a staircase to an
opening where we cannot see what is
out there we can only imagine that it
is something magnificent is what i
believe best depicts my brand.
The logo is vertical with the pictorial mark
making it recognizable by both brand name and
the simple pictorial mark. The font color is
red to make it eye catching with a black
background which i believes makes it a
powerful brand in which to take notice.
Sunday, January 23, 2011

6. My Brand and Logo
Veiled Staircase
Sunday, January 23, 2011

7. Corporate Culture
VISION
Our vision is to produce beautiful and detailed sets that inspire the
imagination of actors for their best performance possible and
directors to create.
VALUES
We value teamwork and collaboration. The best work comes
from the combination and respect between the key players on
the creative side and the important people that work under
the keys to deliver the best performance out of everyone.
BELIEFS
Our belief is that without the production designer and the
art team, an audience will not enjoy the film, the actors
will have a hard time getting into character, and the
overall production will be negatively effected.
Sunday, January 23, 2011

8. Objectives
We meet our objectives by:
Hiring the best and most compatible with others in the field
Performing extensive research to ensure quality and
consistency of time period of set
Continuously meeting to ensure performance and desired
objectives are being met
Taking time for group bonding experiences to ensure a happy staff
Sunday, January 23, 2011

9. Mission Statement
Imagination has no limits. We are committed to
serving the story first and foremost. We are
dedicated to bringing a directors vision to life,
while maximizing the craft of the director of
photography. We strive to create an environment
where actors don’t act and that translates into a
world the audience believes wholeheartedly.
Veiled Staircase
Sunday, January 23, 2011

10. Tagline
Tagline is “Storied Passion”
I believe i have created an
effective tagline that is
PROVOCATIVE.
“Storied” plays on both the staircase aspect of having
many levels or stories in a building that a staircase
leads to as well as the story or the script that is the
key design element for a production designer.
I found no taglines for my immediate competitors to compare so i believe i
am already putting myself above them by going beyond the normal
expectation of my peers in the field.
Sunday, January 23, 2011

11. Tagline
VeilStedriedStaircase
- o Passion
Sunday, January 23, 2011

12. References
Girl on Staircase and Lantern photos property of Jordan Cantu
http://sam101.wordpress.com/2007/05/30/types-of-tagline-part-one/
http://www.toxel.com/inspiration/2010/03/22/15-unique-and-creative-staircases/
http://www.dga.org/news/dgaq_2007-4/feat_wnnrs-007-4.php3
http://www.uspto.gov/
http://www.adg.org/
http://www.whiterabbitdesigncompany.com/
http://en.wikipedia.org/wiki/Mission_statement
Sunday, January 23, 2011