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Mission Manual

Year 5
2019

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Our mission:

Create one billion magical moments.

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Hey there!
We’re so excited you’re joining us on the
Lovepop journey. Our mission began applying
our unique art meets science approach to
create the most intricate laser-cut 3D pop-up
cards in the world.

We don’t know exactly where the next phase of


our mission will take us, but we know that we’ll
be making it easier for people to make every
occasion and every day magical!

Buckle up! It’s time to take off! Let’s create one


billion magical moments.

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Captains’ log
Our quest for magical moments began when
two ship designers discovered an incredible
new way to apply their engineering skills.

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J ohn and I met in 2005 at Webb Institute,
a 130-year old school focused on the art
and engineering behind ship design and a
round of applications, with the intent to move
to Boston and start a business with John. In
late 2013, we entered school, and started
those planes intersect the ship’s hull, you
draw a line. Those lines become a lines plan.
That plan defines the entire shape. The lines
incredible demand for something special.
We sold from our backpacks at local fairs and
markets, and interviewed customers in the
Bao to join Lovepop and start Lovepop
Vietnam. Bao was 23 years old and four and
a half years into a 5-year-degree in Ho Chi
build everything in 3D design software, using
the same tools that John used at Metal Shark
Boats for designing aluminum patrol boats.
deep legacy of giving. Webb has provided looking for opportunities in heavy industry, plan is drawn onto large pieces of steel and Boston Public Gardens. One day, we met a Minh City. He moved back to his hometown Each piece of paper is cut on a laser cutter,
full tuition scholarships to every student shipbuilding, and energy. cut with torches and large industrial cutting woman named Kyle in the Public Gardens. of Da Nang and opened a five-person and then assembled, with attention to every
since it was founded in 1889. We learned machines. Those pieces are hoisted into We asked her what she might do with the production facility with a single laser cutter. detail, by hand. Our design team spans
to build anything that floats, from sailing John and I found ourselves on a 10-day field place and welded together. We use the Lovepop floral bouquet we handed her. At the same time, we opened our first kiosk in continents, our US designers working hand
yachts to cruise ships. We also became best trip to Vietnam as part of the HBS curriculum same process to make our paper art, only She said: “I know exactly who I will give it to. I Boston’s South Station, a major train station in hand with the team in Vietnam to make sure
friends, living in the same beautiful mansion in winter 2014. I was working on an online in miniature. The pieces are cut on a laser will give it to my mom, and I will give it to her connecting the commuter rails and the every detail is perfect.
for four years and going on many adventures dating app and John at a radio station. One cutter, and assembled by hand, interlocking today. It’s the fifth anniversary of my father subway. Our first Valentine’s Day saw record
including once gracefully failing to drive to evening in Ho Chi Minh City, we came across through special tabs and the occasional dab passing away, and this will make her day. sales and we expanded our retail business. When I visit our workshop, I always interview
Panama. We always talked about starting a a vendor in the night market selling intricate of glue. It’s like a tree of life, it’s so beautiful.” With our assemblers and I ask them why they
business together, and knew someday we paper crafts. We were already dazzled by the that one moment, we knew we were onto In May of 2015, John and I graduated from are at Lovepop. Invariably, I get the same
would do it. amazing art throughout the markets, from It’s a piece of art! something bigger. That we weren’t selling HBS, and we won admission to the Techstars two responses: I love the people and the
eggshell paintings to lanterns, but this was paper, we were selling magical moments. Accelerator program. We moved the work environment, and I love the fact that
After Webb, John joined the startup aluminum something else. I love trying to make art. As a kid, I had always company from the Harvard Innovation Lab, everything I make is such a beautiful piece of
boat builder Metal Shark Boats in Louisiana. made things for family presents on holidays. We started doing our homework on the where we had been working during all our art that someone is going to give to someone
There, 2005 Webb graduate Chris Allard There was a small design of a paper ship! In high school, I took three study halls, market, and found that U.S. giants like non-class hours, into 179 Lincoln Street in else to make them feel special.
had set up shop to build patrol boats for the and snuck down to art classroom to make Hallmark and American Greetings were downtown Boston.
Coast Guard and Navy, teaming up with a As ship designers, we couldn’t resist. We sculptures, costumes, and masks. I’m a very selling over $7b in greeting cards, and Since 2015, Lovepop has grown faster than
local aluminum fishing boat maker Jimmy both wanted them for our own personal slow artist, but it’s so much fun! John, on the the global market was four times as big. In 2015, we got the opportunity of a lifetime we could have ever imagined. We employ
Gravois. John immersed himself in 3D design “thank you” notes. The way the sliceform other hand, grew up in South Carolina to the Invitations and flowers held equally large to pitch on Shark Tank. We appeared on hundreds of people across the globe, all
tools, aluminum construction, and eventually kirigami was constructed reminded us of most thoughtful family I have ever met. markets. But we knew we had something Shark Tank on December 11, 2015, and won connected by our mission to create one
designed the Coast Guard Response Boat— the way a ship’s line plan is drawn, and the special to offer. a deal from the most particular of investors billion magical moments and the best place
Small, winning a 500-boat, $193 million construction method, a miniature version of And so, two hardcore engineers started Mr. Wonderful Kevin O’Leary. Lovepop was in the world for hungry, creative problem-
contract with the U.S. Coast Guard. John’s former life in aluminum boat design. dreaming up ways to build a new kind of So in 2015, we decided to make Lovepop becoming our American Dream. solvers. We recently shipped our one-
We recognized that we could apply our naval social expressions business. One where our business—a quickly all-consuming millionth online order, and have designed
In late 2012, I got a call from John. He had architecture tools and skills to create anything engineering and art would work together to business. We knew we couldn’t rely on For every design we make, we start with a and launched over 400 Lovepop designs.
been accepted into Harvard Business in sliceform. The possibilities were limitless! create magical moments of wonder and awe. contract manufacturers for production. We sketch. That sketch is often hand-drawn and The world needs more magical moments,
School. I was working in Australia, building only wanted the most awesome quality for represents the look and feel of the design, and our goal is to make and deliver them.
financial models for liquefied natural gas When you design a ship, you take a complex Upon returning to school, we tested the Lovepop, so in January 2015, John convinced the color palette, and also the basic 3D
plant construction. I applied in the next 3D shape and you slice it into planes. Where concept on our friends and family, and found a 23-year-old architecture student named structural shape of the sculpture. We then

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Codewords
We value connection, so we’ve broken
down our Lovepop lingo. These are some
fun words and phrases you should know
when talking about Lovepop.

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Words unique to us

Magical Moments Slicegami™ The Awesome Bar™ The Kathie Test


A magical moment is a moment of connection, Slicegami is the art meets science approach to The Awesome Bar is an invisible (but very The Kathie Test is a quality control method
surprise, and delight. Something just enough design, incorporating the sliceform structure important) measure by which we hold performed by our longtime designer,
out of the ordinary that it’s remembered. traditionally used in ship design, as well as the ourselves accountable. Everything we do, Kathie Zhang. It involves an aggressive
beautiful paper folding traditionally used in sell, and say must meet The Awesome Bar. shake, rattle, and roll of the paper art
How we count Magical Moments Japanese kirigami and origami. As we continue to evolve, The Awesome sculpture and panels. Every new card
We count two magical moments for every Bar grows with us and gets higher and prototype is subject to The Kathie Test to
Lovepop card that is given. One for the giver, We made up this word to capture the essence higher. Always strive to be awesome! ensure the design will deliver its magical
and one for the receiver. of our paper art method. moment flawlessly every time. Yeah, that’s
right. The Kathie Test is literally built into a
Our goal is to add the extraordinary to the our QA docs.
everyday. Every moment is special—do not
round off. Always use the full number down to
the ones digit.

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Our values
At the core of our mission are our four values.
These values—hunger, engineering, magic,
and connection—guide everything we do.
They are what make every Lovepop product a
special experience and are the characteristics
we look for when adding new members to our
team. Our values are meant to last for a long
time—the duration of this mission.

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Engineering
We apply curiosity, imagination, and teamwork
to make real, useful things that work.
What is engineering?
• T he curiosity and persistence to truly understand how something works.
• The creativity to come up with practical solutions that make sense and
achieve the goal.
• T he persistence and grit to keep building until it’s done.
• Anyone can be a great engineer, no matter what your formal training is.

Why do we value engineering?


• We can make better decisions when we understand the way things work
and can communicate better with data and analysis.
• Putting in more energy now to understand something saves us a lot of
work and headaches in the future.
• We are more effective and get more done when we measure our progress.

How to apply engineering at Lovepop:


• Our people identify and communicate good reasons for why they’re
doing what they’re doing. When we do this, we aren’t afraid to measure
the impact of our work and embrace thinking outside the box to
solve problems.
• W e create products that make people want to understand how they work.
• We are not afraid to acknowledge the possibility that something we are
doing isn’t working.

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Hunger
We do more than is expected, and strive to
raise the The Awesome Bar™ across the earth.

What makes someone hungry?


• A desire to take on big goals and own them 100%.
• Extreme creativity to make the most of any resource.
• Raising The Awesome Bar™ across the Earth.
• Unstoppable inner desire and motivation to learn and achieve.

Why do we value hunger?


• We are inspired by the people around us.
• A community of hungry people motivates us each individually to be
better. Growing a business is really hard, and we can only achieve our
full potential with a full team of hungry people.
• Hunger is not about the sheer number of hours you put in. It’s about
thinking hard and creatively about how to get the job done. It’s about
not avoiding the hard decisions, but instead facing them head on.

How to apply hunger at Lovepop:


• Ensure everyone on the team loves what they do, and is always trying
to learn how to do it better. It’s easy to be hungry when you are doing
something you love.
• W hen we have a goal, we hit it, and a little extra.
• Go above and beyond your daily role and look out for others.
• Push yourself not to just do more but to learn how to do it.

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Magic
We create unexpected experiences for those
around us that are delightfully out of the ordinary.

What makes something magical?


• Something slightly out of the ordinary. It could be fleeting,
beautiful, colorful, unexpected, meaningful, or seemingly
impossible.
• Something that is remembered.

Why do we value magic?


• The world can be gray—monotonous. Not for us. We create
the sparks of colors, fun, and joy that take you out of your day
to day world. It’s something you remember.

How to apply magic at Lovepop:


• Find opportunities to create meaningful experiences for the
people around you.
• Ensure everything we make has an unexpected element that
creates joy.
• For decisions you make. Think to yourself: “Well this create a
magical experience for someone down the line?” Whether
that’s a teammate, customer, or partner, or any other being.
• Bring people onto the team who always add a little
something special.

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Connection
We inspire people to connect with others.

What is connection?
• Connection is authentic engagement with another person.
Relationships are the most important thing in our lives and
moments of connection build our relationships.

Why do we value connection?


• T he world needs to be more connected.
• Relationships have the biggest impact on your happiness
every day.
• It can be really hard to find the time or a good way to express
yourself.
• We believe human empathy and connection are critical to
building a happier and healthier world.

How we apply connection at Lovepop:


• Focus on your connection to those closest around you, and it
will permeate to others.
• F ind ways to create connection where it is not expected.
• We create products and experiences that encourage people
to be creative in expressing appreciation and empathy.
• We value building deep relationships with our team,
our customers, our partners, and our community.
• We value people who put others first.

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Voice & tone
We believe the world is a better place to live in
when you’re happy. Our words should radiate
warmth and excitement for a future full of
possibilities.

Our voice should be positive and explorative,


while also being tactful and transparent in our
process and everything we do.

We avoid salesy copy, and prefer straightforward


and informative copy. We always talk and write like
we would to a close friend.

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Voice Tone

The voice of Lovepop is unique. Our voice is Additional notes Energetic Loving
how we build connection with our community,
as well as between our community and the Use sentence case. Enthusiastic Warm
people they love the most. When we talk to our URLS are always lowercase. We love just about everything. We have a We care about our relationship with you
community, we are inviting them to be a part of www.lovepop.com tad too much energy sometimes. and your relationships with other people.
our colorful, creative, caring world. It’s a little Silly Human
You get one ! at a time. Use it wisely.
silly, a lot sincere, and always genuine. Some might even say goofy. We tell our story in a familiar, concise
Yes, you can use a ?!
Fun conversational voice.
How we engage
Emojis = Good Encouraging
We make you laugh, we make you smile,
Our community is full of busy, thoughtful, We share your passion to do more for
Oxford commas, please. we make you ask: “How did they do that?!”
curious characters. When we communicate those you care about. We talk to you like a
with them, we need to have a good reason to Always Lovepop. Never LovePop. Ever.
person that we like.
Also not Lovepop Creative
do so. Each connection should be intimate,
purposeful, and clear. (e.g., for examples) Imaginative
We love the intersection of art, design, and
How to use our voice (i.e., for generalization, “in essense”)
technology.
Our voice and tone define our writing style Gray with an “a”, not grey
Practical
and the way we consistently engage with our We say it how it is.
Avoid semicolons.
customers, team, and partners through our
Never use ALL CAPS if you need to highlight something. Original
social media, marketing materials, products,
Use bold or underline. We see things more differently than most.
and communications.

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Words we use Words we don’t use

When talking about our products When talking about our products
Hurry Gratis Complimentary On sale Free*
Only 500 made On us Limited supply available BOGO Deal
Limited edition Ends soon Discounted Bargain

When talking about our company When talking about our company

Creative Silly Savvy Stylish


Hungry Unique Ethos Trendy
Curious Altruistic Sophisticated

When talking about our process When talking about our process

Gift 3D card Factory Assembly line


Pop-up card Workshop Greeting card Production facility
Paper art Slicegami™
Handcrafted

*Requires CEO permission to use in external facing marketing copy.

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Logo treatment
The Lovepop logos should only be used
in Lovepop red or pure white. Red should
be used against blank, light-colored
backgrounds, and white should be used
against dark-colored backgrounds or
against photographs.

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Master logos Spacing & legal usage
*Horizontal and *Logomark are special use case only.
Do not use without permission from the Marketing Creative Art Director.
Contact brandquestions@lovepopcards.com for inquiries.
Spacing
The minimum space around the Lovepop
logos is equal to the height of the letter "v" in
the same size as the logo's text. In the case
of the logomark, the minimum space around
it should equal the height of the inner heart.
It's preferred to have more than the minimum
amount of space around the logo.

Full lock up

Logomark usage
Lovepop’s logomark can appear on its own
only if the full logo (including the logotype)
appears elsewhere in the design. For
example, the Lovepop Note may feature the
Horizontal* Logomark* logomark on the pull tab because the full
logo is included on the back of the card.

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Sizing Physical logos

Minimum size
The minimum size of the logo is measured by the The Lovepop logo can also exist in physical
width, and changes depending on the medium. mediums. It is commonly featured on the back
The logo should be bigger than the minimum of Lovepop cards as a laser-cut design, and as
size whenever possible. physical signage.

In general, these logos should follow the


Masters
same guidelines as normal Lovepop logos Example of physical logo sign
Print: 0.75 inches wide concerning their usage and treatment.
Screen: 72 pixels wide However, they must also follow any special
Laser-cut (based on paper): 25.25 mm wide restriction placed upon their medium which
Physical cut (based on acrylic): 2.25 inches wide can change depending on size, material, and
placement in a physical space.
Logomark
Details about their specific treatments are
Print: 0.28 inches wide available from the design teams that handle
Screen: 17 pixels wide Physical Experience and Card Design.
Laser-cut (based on paper): 25.2mm wide
Please contact brandquestions@ Example of laser-cut logo
lovepopcards.com for any inquiries.

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Correct usage Incorrect usage
Please consult brandquestions@lovepopcards.com for inquiries regarding logo changes. Please consult brandquestions@lovepopcards.com for inquiries regarding logo changes.

ACIO NORE CERUM TU QUIDE-


MENDIUS ELLATUM OMNOSTA
NONITAS TAMPL. C. EROPTIE
HORAEQUEMUS. H

Distortion Rotation Overlapping text Cutting off

Red logo against Red logo against White logo against


white background light-colored background red background

Red logo over dark Red logo over busy or Black logo used in a Using effects
colored background dark photograph colored production

LOVEPOP
White logo against White logo against photograph Black logo on light background
colored background (darken image for contrast) for a B&W production
Not enough contrast Any outdated logo Change to or use of We are open to logo color
unapproved logo design changes, consult brandquestions@
lovepopcards.com

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Legal
Lovepop’s trademarks are how our company
identifies ourselves, our products, and our services
to the public. It’s also how the public gets to
recognize and know us.

These guidelines outline how our trademarks


should be used to maximize their commercial
benefit and legal protection. They apply to our
own use of our marks—as well as any partner,
licensee, or otherwise, who has permission to use
our marks.

Any use of our marks and their visual characteristics


(font, size, colors, etc.) that deviates from these
guidelines must be approved by both the Lovepop
Creative Team and Legal.

Contact legal@lovepopcards.com for inquiries.

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How to use Lovepop & Slicegami Trademark symbols
Only use wordmarks as adjectives Usage
Lovepop word marks are not a substitute for the name of the product or service Proper trademark attribution through trademark symbols helps notify the
itself. Lovepop word marks are adjectives and should not be used as nouns or public of our rights and that the word marks belong to Lovepop.
verbs, or in the possessive or plural form. We make Lovepop® cards. We do not
make Lovepops. That means you must use a generic term, e.g. greeting card or
paper art, when using the word marks in reference to a product or service. ® Use this symbol with the most
prominent appearance of the ™ Use this symbol with the most
prominent appearance of the
"Lovepop®" word mark on products, "Slicegami ™" word mark on products,
Correct Usage Incorrect Usage
packaging, manuals, advertisements, packaging, manuals, advertisements,
Lovepop® cards Lovepops / lovepopcards promotional materials and Web pages promotional materials and Web pages
Buy your loved one a Lovepop® card Buy your loved one a Lovepop (for example, in the headline of an (for example, in the headline of an
We use Slicegami™ card design We use Slicegami™ advertisement), and the first use of the advertisement), and the first use of the
mark in text or body copy. mark in text or body copy.
Distinguish the mark
Lovepop as the name of our company
When a Lovepop word mark is used in a non-stylized form, such as in the body text
Lovepop serves as both a trademark and the name of our company. It is okay
of an advertisement, it should be set apart and distinguished from the other words
to use Lovepop as a noun when referring to the company itself. When
in the text. In order to do this, the word mark may be rendered in boldface type,
using Lovepop in this way, it can be used in the possessive, does not require a
italics, capitalized, in capital letters, underscored, or set in quotation marks.
generic term, and you do not need to use the ® symbol.
Avoid variations
e.g.: Lovepop was founded by two naval engineers named John Wise and Wombi
Do not vary the Lovepop or Slicegami word marks by changing their spelling, Rose. They are on a mission to make 1 billion magical moments with you and
abbreviating them, or creating new words from them. Lovepop® cards.

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Typography
We picked these fonts to visually interpret
our communication style to the outside
world. Our voice is clear, precise, personal,
and always a lot of fun. The fonts we chose
reflect these characteristics and help
translate our message around the world.

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Gibson Caveat
Web-approved fonts Do not use as body copy!

Gibson Light Gibson Light Italic Caveat Regular


ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 !?@$#&*[]_ 0123456789 !?@$#&*[]_
abcdefghijklmnopqrstuvwxyz
0123456789 !?@$#&*[]_
Create one billion magical moments. Create one billion magical moments.

Create one billion magical moments.


Gibson Regular Gibson Semibold
Caveat Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 !?@$#&*[]_ 0123456789 !?@$#&*[]_ abcdefghijklmnopqrstuvwxyz
Create one billion magical moments. Create one billion magical moments. 0123456789 !?@$#&*[]_
Create one billion magical moments.

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Lato
Do not use Lato unless Gibson is unavailable. Handlettered/handdrawn typography is allowed with special permission from
the creative team. Contact brandquestions@lovepopcards.com for inquiries.

Lato Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !?@$#&*[]_

Create one billion magical moments.

Lato Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !?@$#&*[]_

Create one billion magical moments.

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Color
The Lovepop color palette is designed to
enhance and not compete with Lovepop
products when they are on display. It includes a
wide array of colors to help you add fun to the
many occasions we celebrate!

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Primary color palette Secondary color palette

H E X F78D28 HEX 5BBA47 HEX 3BC1CC


C M YK 0 54 95 0 CMY K 67 0 100 0 CMY K 66 0 22 0
R G B 247 141 40 R G B 91 186 71 R G B 59 193 204
PA N TO N E 1495 C PANTO NE 802 C PANTO NE 319 C

HEX CE2333 HEX FFFFFF


CMYK 17 100 90 0 C M YK 0 0 0 0
RGB 206 35 52 RG B 255 255 255
PA NTONE 1795 C PAN TO N E 11-0601 TCX

Note
When a paper texture is placed within an object,
the color becomes desaturated. HEX 814C9E HEX D564A6
C MY K 58 83 0 0 CMY K 12 75 0 0
R G B 129 76 158 R G B 213 100 166
PANTONE 2587 C PANTONE 238 C

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Let’s go

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