P R O J E C T

D E S I G N :

O V E R V I E W

Name of Project: West Van Timberworks Branding Project

Subject/Course: Marketing 11

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Duration:
Teacher(s): Anderson

Grade Level: 11

Key Knowledge and

Branding
Understanding
1. Demonstrate the ability to focus a companys Big Idea.
(CCSS or other standards)
2. Develop strategies for Staying on Message.
3. Develop meaning making for a brand.
Design
1. Demonstrate understanding of logo design.
2. Demonstrate the ability to create a powerful, meaningful tag line.

Success Skills
(to be taught and
assessed)
Project Summary
(include student role,
issue, problem or
challenge, action taken,
and purpose/beneficiary)

Technical
1. Practice the creation of a website.
2. Outline in detail a social media plan.
3. Learn basic design software for graphics.
Critical Thinking/Problem Solving

Self-Management
X
- Group Management Logs
- Self Reflection
Collaboration
X Other:
X
- Collaboration Rubric
- Creativity and Innovation
Student groups will be tasked with developing a brand identity for West Van Timberworks. This will be a difficult
challenge for the students as they will need to research and learn from the companys founder, Greg Cormier, collect
the information he provides them but also generate questions to ask. They must also analyze the existing competition
on the North Shore and beyond to determine their direction in the market. Students will be challenged and face
adversity as they learn a wide variety of things throughout this project. The purpose on this project is to provide an
interesting learning experience for the students as they learn about company branding, but also personal branding.
There is an added bonus of helping develop a brand for a group at the school.

Driving Question

Design a brand identity for the newly formed business, West Van Timberworks.

Entry Event

Marketing 11 students will view Ace IT Carpentry Video then meet with Ace IT students and sit down with Greg
Cormier. Greg introduces the program and which section they want branded and any ideas/hopes wishes. Make sure
Greg shares his why. Students should prepare questions that they have for him.

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2 0 1 5 B U C K IN S T I T U T E F O R E D U C ATI O N

Products

Individual:
1. Self-Reflection on the Process and Final Product

Specific content and success skills to be assessed:

Team:
Brand Identity Package
- Big Idea
- Vision
- Meaning
- Logo/Brandmarks x5
- Tagline x5
- Typography (Text) x5
- Color Codes
- Letterhead x3
- Business Card x3
- Ephemera x3
Social Media Advertising Plan
- Plan
Website (General Pages)
- About
- Story
- Products/Services
- Contact
- Process
- Reflections

Specific content and success skills to be assessed:

Branding
1. Demonstrate the ability to focus a companys Big
Idea.
2. Develop strategies for Staying on Message.
3. Develop meaning making for a brand.

P R O J E C T
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D E S I G N :

Design
1. Demonstrate understanding of logo design.
2. Demonstrate the ability to create a powerful,
meaningful tag line.
Technical
1. Practice the creation of a website.
2. Outline in detail a social media plan.
3. Learn basic design software for graphics.

O V E R V I E W

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2 0 1 5 B U C K IN S T I T U T E F O R E D U C ATI O N

Making Products Public The students websites will be promoted by Shawn Anderson on social media. Hopefully by the ACE IT Carpentry
(include how the
program.
products will be made
public and who students Students final projects will be linked off of www.westvantimberworks.weebly.com
will engage with
during/at end of project)
Resources Needed

On-site people, facilities:

- Greg Cormier
- Bruce Holmes
- ACE IT tent
- Library Computer Lab
Equipment:
- Color Printer
Materials:
- Wood
Community Resources:
Phil Pauli wood donation

Reflection Methods
(how individual, team,
and/or whole class will
reflect during/at end of
project)

Journal/Learning Log
- End of project reflection

Focus Group

Whole-Class Discussion (Feedback)

- Multiple Feedback Session, Specific, Kind,
Helpful
- Classmates
- Client
Survey

Fishbowl Discussion

Other:

Notes:

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2 0 1 5 B U C K IN S T I T U T E F O R E D U C ATI O N

For more PBL resources visit bie.org

2 0 1 5 B U C K IN S T I T U T E F O R E D U C ATI O N