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Messages hierarchy,

website structure and

prototyping

by Sergey Lemisov

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The Logic

by Sergey Lemisov

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Core Message

(Brand Positioning)

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Core Message

(Brand Positioning)

Benefit

Benefit

Benefit

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Core Message

(Brand Positioning)

Benefit

RTB's

Benefit

RTB's

RTB's

Benefit

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Core Message

(Brand Positioning)

Benefit

RTB's

Benefit

RTB's

RTB's

Benefit

Call

to Action

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Tone of Voice

(Character)

Benefit

RTB's

Benefit

RTB's

RTB's

Benefit

Call

to Action

Core Message

(Brand Positioning)

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iPhone 13

messages

hierarchy

by Sergey Lemisov

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Benefit №1:

the camera

Benefit №2:

a durability

Benefit №3:

the chip

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Benefit №1:

the camera

Benefit №2:

a durability

Benefit №3:

the chip

Core Message

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Benefit №1:

the camera

Benefit №2:

a durability

Benefit №3:

the chip

Core Message

More benefits

RTB's

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Benefit №1:

the camera

Benefit №2:

a durability

Benefit №3:

the chip

Core Message

More benefits

RTB's

RTB's

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Benefit №1:

the camera

Benefit №2:

a durability

Benefit №3:

the chip

Core Message

More benefits

RTB's

RTB's

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Benefit №1:

the camera

Benefit №2:

a durability

Benefit №3:

the chip

Core Message

More benefits

RTB's

RTB's

More benefits

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Benefit №1:

the camera

Benefit №2:

a durability

Benefit №3:

the chip

Core Message

More benefits

RTB's

RTB's

More benefits

RTB's

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Benefit №1:

the camera

Benefit №2:

a durability

Benefit №3:

the chip

Core Message

More benefits

RTB's

RTB's

More benefits

RTB's

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Benefit №1:

the camera

Benefit №2:

a durability

Benefit №3:

the chip

Core Message

More benefits

RTB's

RTB's

More benefits

RTB's

Call to action

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Benefit №1:

the camera

Benefit №2:

a durability

Benefit №3:

the chip

Core Message

More benefits

RTB's

RTB's

More benefits

RTB's

Call to action

Tone of Voice/Values/Target Audience

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A personal brand

messages

hierarchy

by Sergey Lemisov

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Tone of Voice

(Character)

Benefit

RTB's

Benefit

RTB's

RTB's

Benefit

Call

to Action

Core Message

(Brand Positioning)

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MISSON

To develop aesthetically pleasing products and brands that benefit people and don't harm the planet

VALUES

— Freedom

— Aesthetics

— Sincerity

— Simplicity

— Strength of mind

CHARACTER

— Easygoing

— Clear

— Open Hearted

— Powerful

— Passionate

CONTEXT

Improving competencies in promoting product and employer brands, moving toward an art direction and personal brands developing and promotion.

Preparing to launch my brand internationally.

TARGET AUDIENCE

— Employers, who are searching brand director, brand strategist, or art director with a strategic background

​

— Professionals in any field who want to create and promote their brand

CORE MESSAGE

Unstoppable challenges seeker with a multi-disciplinary experience in product and brand development

FUNCTIONAL BENEFITS

Varied work experience: from different sides, in different markets, in different areas.

EMOTIONAL BENEFITS

Challenge seeker. Human-oriented.

Sense of humor.

DISADVANTAGES

Take directive instructions very personally. Burn out quickly without a big goal.

RTBs

— Case studies

— Certifications

— Peer Reviews

BRAND ASSETS

Sight

(logo, colors, etc.)

Hearing

Taste

Smell

Touch

LOW

HIGH

INCIDENCE OF CHANGE

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1. Who

I am?

2. What

I do?

3. How

I do that?

4. Why

you can trust me?

5. What is the next step?

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1. Who

I am?

2. What

I do?

3. How

I do that?

4. Why

you can trust me?

5. What is the next step?

1. About

company

2. Products/services

3. Approach

4. Reviews, awards, etc.

5. Call ro action: contact, buy, order. get, etc.

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1. Who

I am?

2. What

I do?

3. How

I do that?

4. Why

you can trust me?

8. Call

to action!

5. When everything could go wrong?

6. What I'm up to?

7. What I offer?

Disadvantages

Context

TA + offers for them

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MISSON

To develop aesthetically pleasing products and brands that benefit people and don't harm the planet

VALUES

— Freedom

— Aesthetics

— Sincerity

— Simplicity

— Strength of mind

CHARACTER

— Easygoing

— Clear

— Open Hearted

— Powerful

— Passionate

CONTEXT

Improving competencies in promoting product and employer brands, moving toward an art direction and personal brands developing and promotion.

Preparing to launch my brand internationally.

TARGET AUDIENCE

— Employers, who are searching brand director, brand strategist, or art director with a strategic background

​

— Professionals in any field who want to create and promote their brand

CORE MESSAGE

Unstoppable challenges seeker with a multi-disciplinary experience in product and brand development

FUNCTIONAL BENEFITS

Varied work experience: from different sides, in different markets, in different areas.

EMOTIONAL BENEFITS

Challenge seeker. Human-oriented.

Sense of humor.

DISADVANTAGES

Take directive instructions very personally. Burn out quickly without a big goal.

RTBs

— Case studies

— Certifications

— Peer Reviews

BRAND ASSETS

Sight

(logo, colors, etc.)

Hearing

Taste

Smell

Touch

LOW

HIGH

INCIDENCE OF CHANGE

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Screen №1: intro

Catch The Eye

Curiosity: what's next?

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RTB (Resume)

Call to Action

Core Message

(Brand Positioning)

Screen №2: who I am

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MISSON

To develop aesthetically pleasing products and brands that benefit people and don't harm the planet

VALUES

— Freedom

— Aesthetics

— Sincerity

— Simplicity

— Strength of mind

CHARACTER

— Easygoing

— Clear

— Open Hearted

— Powerful

— Passionate

CONTEXT

Improving competencies in promoting product and employer brands, moving toward an art direction and personal brands developing and promotion.

Preparing to launch my brand internationally.

TARGET AUDIENCE

— Employers, who are searching brand director, brand strategist, or art director with a strategic background

​

— Professionals in any field who want to create and promote their brand

CORE MESSAGE

Unstoppable challenges seeker with a multi-disciplinary experience in product and brand development

FUNCTIONAL BENEFITS

Varied work experience: from different sides, in different markets, in different areas.

EMOTIONAL BENEFITS

Challenge seeker. Human-oriented.

Sense of humor.

DISADVANTAGES

Take directive instructions very personally. Burn out quickly without a big goal.

RTBs

— Case studies

— Certifications

— Peer Reviews

BRAND ASSETS

Sight

(logo, colors, etc.)

Hearing

Taste

Smell

Touch

LOW

HIGH

INCIDENCE OF CHANGE

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Through a video brand story

Emotional Benefits and RTB's

Screen №3: emotional punch

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MISSON

To develop aesthetically pleasing products and brands that benefit people and don't harm the planet

VALUES

— Freedom

— Aesthetics

— Sincerity

— Simplicity

— Strength of mind

CHARACTER

— Easygoing

— Clear

— Open Hearted

— Powerful

— Passionate

CONTEXT

Improving competencies in promoting product and employer brands, moving toward an art direction and personal brands developing and promotion.

Preparing to launch my brand internationally.

TARGET AUDIENCE

— Employers, who are searching brand director, brand strategist, or art director with a strategic background

​

— Professionals in any field who want to create and promote their brand

CORE MESSAGE

Unstoppable challenges seeker with a multi-disciplinary experience in product and brand development

FUNCTIONAL BENEFITS

Varied work experience: from different sides, in different markets, in different areas.

EMOTIONAL BENEFITS

Challenge seeker. Human-oriented.

Sense of humor.

DISADVANTAGES

Take directive instructions very personally. Burn out quickly without a big goal.

RTBs

— Case studies

— Certifications

— Peer Reviews

BRAND ASSETS

Sight

(logo, colors, etc.)

Hearing

Taste

Smell

Touch

LOW

HIGH

INCIDENCE OF CHANGE

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Functional benefit

Mission

Screen №4: what I do

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Screen №5: my skills

Diverse range of experiences

Clarification

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MISSON

To develop aesthetically pleasing products and brands that benefit people and don't harm the planet

VALUES

— Freedom

— Aesthetics

— Sincerity

— Simplicity

— Strength of mind

CHARACTER

— Easygoing

— Clear

— Open Hearted

— Powerful

— Passionate

CONTEXT

Improving competencies in promoting product and employer brands, moving toward an art direction and personal brands developing and promotion.

Preparing to launch my brand internationally.

TARGET AUDIENCE

— Employers, who are searching brand director, brand strategist, or art director with a strategic background

​

— Professionals in any field who want to create and promote their brand

CORE MESSAGE

Unstoppable challenges seeker with a multi-disciplinary experience in product and brand development

FUNCTIONAL BENEFITS

Varied work experience: from different sides, in different markets, in different areas.

EMOTIONAL BENEFITS

Challenge seeker. Human-oriented.

Sense of humor.

DISADVANTAGES

Take directive instructions very personally. Burn out quickly without a big goal.

RTBs

— Case studies

— Certifications

— Peer Reviews

BRAND ASSETS

Sight

(logo, colors, etc.)

Hearing

Taste

Smell

Touch

LOW

HIGH

INCIDENCE OF CHANGE

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Functional and emotional benefit + RTB

Screen №6: how i do that

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Approach scheme (RTB)

Screen №7: approach

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MISSON

To develop aesthetically pleasing products and brands that benefit people and don't harm the planet

VALUES

— Freedom

— Aesthetics

— Sincerity

— Simplicity

— Strength of mind

CHARACTER

— Easygoing

— Clear

— Open Hearted

— Powerful

— Passionate

CONTEXT

Improving competencies in promoting product and employer brands, moving toward an art direction and personal brands developing and promotion.

Preparing to launch my brand internationally.

TARGET AUDIENCE

— Employers, who are searching brand director, brand strategist, or art director with a strategic background

​

— Professionals in any field who want to create and promote their brand

CORE MESSAGE

Unstoppable challenges seeker with a multi-disciplinary experience in product and brand development

FUNCTIONAL BENEFITS

Varied work experience: from different sides, in different markets, in different areas.

EMOTIONAL BENEFITS

Challenge seeker. Human-oriented.

Sense of humor.

DISADVANTAGES

Take directive instructions very personally. Burn out quickly without a big goal.

RTBs

— Case studies

— Certifications

— Peer Reviews

BRAND ASSETS

Sight

(logo, colors, etc.)

Hearing

Taste

Smell

Touch

LOW

HIGH

INCIDENCE OF CHANGE

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Call to action

Reason to believe (cases studies)

Screen №8: why you can trust me

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MISSON

To develop aesthetically pleasing products and brands that benefit people and don't harm the planet

VALUES

— Freedom

— Aesthetics

— Sincerity

— Simplicity

— Strength of mind

CHARACTER

— Easygoing

— Clear

— Open Hearted

— Powerful

— Passionate

CONTEXT

Improving competencies in promoting product and employer brands, moving toward an art direction and personal brands developing and promotion.

Preparing to launch my brand internationally.

TARGET AUDIENCE

— Employers, who are searching brand director, brand strategist, or art director with a strategic background

​

— Professionals in any field who want to create and promote their brand

CORE MESSAGE

Unstoppable challenges seeker with a multi-disciplinary experience in product and brand development

FUNCTIONAL BENEFITS

Varied work experience: from different sides, in different markets, in different areas.

EMOTIONAL BENEFITS

Challenge seeker. Human-oriented.

Sense of humor.

DISADVANTAGES

Take directive instructions very personally. Burn out quickly without a big goal.

RTBs

— Case studies

— Certifications

— Peer Reviews

BRAND ASSETS

Sight

(logo, colors, etc.)

Hearing

Taste

Smell

Touch

LOW

HIGH

INCIDENCE OF CHANGE

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Screen №9: disadvantages

Showing the truth

Cutting off corporate cultures that don't suit to me

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MISSON

To develop aesthetically pleasing products and brands that benefit people and don't harm the planet

VALUES

— Freedom

— Aesthetics

— Sincerity

— Simplicity

— Strength of mind

CHARACTER

— Easygoing

— Clear

— Open Hearted

— Powerful

— Passionate

CONTEXT

Improving competencies in promoting product and employer brands, moving toward an art direction and personal brands developing and promotion.

Preparing to launch my brand internationally.

TARGET AUDIENCE

— Employers, who are searching brand director, brand strategist, or art director with a strategic background

​

— Professionals in any field who want to create and promote their brand

CORE MESSAGE

Unstoppable challenges seeker with a multi-disciplinary experience in product and brand development

FUNCTIONAL BENEFITS

Varied work experience: from different sides, in different markets, in different areas.

EMOTIONAL BENEFITS

Challenge seeker. Human-oriented.

Sense of humor.

DISADVANTAGES

Take directive instructions very personally. Burn out quickly without a big goal. Finish job in the night before deadline.

RTBs

— Case studies

— Certifications

— Peer Reviews

BRAND ASSETS

Sight

(logo, colors, etc.)

Hearing

Taste

Smell

Touch

LOW

HIGH

INCIDENCE OF CHANGE

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Present (giving a context) + Call to Action (Behance portfolio)

Goals synchronization + cutting off wrong directions

Past (Functional Benefit) + Call to Action (website portfolio)

Screen №10: what I'm up to

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MISSON

To develop aesthetically pleasing products and brands that benefit people and don't harm the planet

VALUES

— Freedom

— Aesthetics

— Sincerity

— Simplicity

— Strength of mind

CHARACTER

— Easygoing

— Clear

— Open Hearted

— Powerful

— Passionate

CONTEXT

Improving competencies in promoting product and employer brands, moving toward an art direction and personal brands developing and promotion.

Preparing to launch my brand internationally.

TARGET AUDIENCE

— Employers, who are searching brand director, brand strategist, or art director with a strategic background

​

— Professionals in any field who want to create and promote their brand

CORE MESSAGE

Unstoppable challenges seeker with a multi-disciplinary experience in product and brand development

FUNCTIONAL BENEFITS

Varied work experience: from different sides, in different markets, in different areas.

EMOTIONAL BENEFITS

Challenge seeker. Human-oriented.

Sense of humor.

DISADVANTAGES

Take directive instructions very personally. Burn out quickly without a big goal.

RTBs

— Case studies

— Certifications

— Peer Reviews

BRAND ASSETS

Sight

(logo, colors, etc.)

Hearing

Taste

Smell

Touch

LOW

HIGH

INCIDENCE OF CHANGE

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Offers to them

My Target Audience segments

Screen №11: what I offer

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MISSON

To develop aesthetically pleasing products and brands that benefit people and don't harm the planet

VALUES

— Freedom

— Aesthetics

— Sincerity

— Simplicity

— Strength of mind

CHARACTER

— Easygoing

— Clear

— Open Hearted

— Powerful

— Passionate

CONTEXT

Improving competencies in promoting product and employer brands, moving toward an art direction and personal brands developing and promotion.

Preparing to launch my brand internationally.

TARGET AUDIENCE

— Employers, who are searching brand director, brand strategist, or art director with a strategic background

​

— Professionals in any field who want to create and promote their brand

CORE MESSAGE

Unstoppable challenges seeker with a multi-disciplinary experience in product and brand development

FUNCTIONAL BENEFITS

Varied work experience: from different sides, in different markets, in different areas.

EMOTIONAL BENEFITS

Challenge seeker. Human-oriented.

Sense of humor.

DISADVANTAGES

Take directive instructions very personally. Burn out quickly without a big goal.

RTBs

— Case studies

— Certifications

— Peer Reviews

BRAND ASSETS

Sight

(logo, colors, etc.)

Hearing

Taste

Smell

Touch

LOW

HIGH

INCIDENCE OF CHANGE

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Cutting off corporate cultures that don't suit to me + Call to Action

Screen №12: my values

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MISSON

To develop aesthetically pleasing products and brands that benefit people and don't harm the planet

VALUES

— Freedom

— Aesthetics

— Sincerity

— Simplicity

— Strength of mind

CHARACTER

— Easygoing

— Clear

— Open Hearted

— Powerful

— Passionate

CONTEXT

Improving competencies in promoting product and employer brands, moving toward an art direction and personal brands developing and promotion.

Preparing to launch my brand internationally.

TARGET AUDIENCE

— Employers, who are searching brand director, brand strategist, or art director with a strategic background

​

— Professionals in any field who want to create and promote their brand

CORE MESSAGE

Unstoppable challenges seeker with a multi-disciplinary experience in product and brand development

FUNCTIONAL BENEFITS

Varied work experience: from different sides, in different markets, in different areas.

EMOTIONAL BENEFITS

Challenge seeker. Human-oriented.

Sense of humor.

DISADVANTAGES

Take directive instructions very personally. Burn out quickly without a big goal.

RTBs

— Case studies

— Certifications

— Peer Reviews

BRAND ASSETS

Sight

(logo, colors, etc.)

Hearing

Taste

Smell

Touch

LOW

HIGH

INCIDENCE OF CHANGE

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Screen №13: contacts

Call to action: contact me

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MISSON

To develop aesthetically pleasing products and brands that benefit people and don't harm the planet

VALUES

— Freedom

— Aesthetics

— Sincerity

— Simplicity

— Strength of mind

CHARACTER

— Easygoing

— Clear

— Open Hearted

— Powerful

— Passionate

CONTEXT

Improving competencies in promoting product and employer brands, moving toward an art direction and personal brands developing and promotion.

Preparing to launch my brand internationally.

TARGET AUDIENCE

— Employers, who are searching brand director, brand strategist, or art director with a strategic background

​

— Professionals in any field who want to create and promote their brand

CORE MESSAGE

Unstoppable challenges seeker with a multi-disciplinary experience in product and brand development

FUNCTIONAL BENEFITS

Varied work experience: from different sides, in different markets, in different areas.

EMOTIONAL BENEFITS

Challenge seeker. Human-oriented.

Sense of humor.

DISADVANTAGES

Take directive instructions very personally. Burn out quickly without a big goal.

RTBs

— Case studies

— Certifications

— Peer Reviews

BRAND ASSETS

Sight

(logo, colors, etc.)

Hearing

Taste

Smell

Touch

LOW

HIGH

INCIDENCE OF CHANGE

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