Developing Corporate Identity and Marketing Communications, Case Study of Online Graphic Design Shop “Sketch heart”

Abstract

The purposes of this research are 1) to develop corporate identity and marketing communications, a case study of the online graphic design shop “Sketch Heart” 2) to test the market in terms of service formats. and marketing communications, a case study of the online graphic design shop "Sketch heart", where the researcher used research data collection using the design thinking method (Design Thinking), "character creation" tools from 3 business representatives, found that the target group of their own online graphics shop business Focusing on the new generation with an age range from student age to working age and targeting those who are initiating their own private businesses where it is necessary to have graphics such as logos, banners, posters, various public relations media. The corporate identity should therefore be modern. and can be a representative of the new generation in starting their own business at an affordable service rate by specifying two design guidelines: 1) design as a symbol that represents the creation of design works, such as pens and quills used as writing tools from the past - present, and 2) design by using the abbreviation from the letter SH. which is an abbreviation of Sketch heart, arranged into elements that are new and modern. Results of participatory corporate identity design from the evaluation of the design by design experts, it was found that the first design was most appropriate in terms of symbolic communication related to the design. Compared to formats 2-6 in terms of developing graphic prototypes that are suitable for marketing communications. It seems appropriate to add the letters that are the name of the shop. The font style is consistent with the style of the organization's identity. Arrange the elements at the bottom. or side of the brand to be suitable for a variety of uses The results of the evaluation of service formats for marketing communications found that service format 3 had the highest level of satisfaction, with service rates starting at 1,000 baht, with the scope of work being the design of logos, packaging, and Banner advertising media The work can be reported not more than 1 time and the time for submitting the work is not more than 3 days. The consumer will receive the original file format (.ai .psd) for submitting the work. Results of data analysis assessing target group satisfaction towards corporate identity and marketing communications for the online graphic design shop “Sketch heart” according to the marketing concept. Overall, satisfaction was at a high level ( = 4.19, SD = 0.75).