TARGET AUDIENCE AND DEMOGRAPHICS: Our core customers are college educated men in their 20s and 30s. These guys are the in-betweeners - done school, but not done being young. They still want to go out drinking and perhaps get laid with random women, but they don't want to be at a cooker cutter club next to a college student. They are well read in terms of current affairs, pop culture, tech, etc. and they want to occasionally explore sophisticated things: Art, whiskey, wine, gourmet food, fashion - but they want to do it in the most fun, non-douchebag way.
OUR VALUE: We provide a filtered, relevant guide to the stuff these guys are looking for on a daily basis. Places to drink, eat, socialize, meet women, become smarter, more cultured etc that are good AND new/undiscovered. And we present it in a way that is easy to read, quick and entertaining. We are not reviewers, we are recommenders. Only the really cool shit.
SLOGAN: Your Guide to the Good Life.
Note: We are ambivalent whether or not to include the slogan. Do what you think works best. If used, please include a "TM", as slogan is trademarked.
Re: EXISTING LOGO: The design was meant to replicate the "top secret" or "confidential" style. Feel free to work with this or try something new. Although one attachment shows "briefed.ca" we DO NOT want to include the ".ca" in our logo.
We want to portray a sense of exclusivity and sophistication.