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| = Background =
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| The London Olympics will commence on July 27th and run through August 12 2012. We'd like to launch a lightweight retention campaign to mark this occasion through an interactive about:home animated snippet. While this is primarily a feel-good retention campaign (ie not tied to downloads) it is also a good opportunity to: offer relevant extensions to deepen existing user's engagement with Firefox.
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| <br>
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| Some additional facts re: Olympics:
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| * The Olympics are global: 205 nations to take part in 300 events at the Olympic Games in 2012
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| * The Olympics are a unifying event: an audience of one billion people watched as Beijing opened the 2008 Games. The London 2012 organizers are looking to increase the global audience further.
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| * Official Website: http://www.london2012.com/
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| https://wiki.mozilla.org/images/b/ba/Screen_Shot_2012-06-19_at_1.19.53_AM.png
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| = Dates & Deadlines =
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| Project Schedule: [http://bit.ly/LSHFRm Full Schedule (SmartSheet)]
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| The Olympic Games:
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| * Start: July 27
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| * Ends: August 12
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| Snippet Schedule:
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| * Snippet goes live: 7/25-28
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| * Mobile takeover: 7/29 - 8/11
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| * Closing ceremony Snippet: 8/12
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| * Extend to 8/13
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| = Team =
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| Core team and owners:
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| * Product Owner: Tara
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| * Brand Engagement: Tara, Pete, John, Barry
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| * Deisign: Lee Tom
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| * Copy: Matej
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| * TPM: Christie K
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| * Developer: TBM
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| * Animation third party Particle: Emily, Aubrey
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| * PR: Mark, Erica, Barbara
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| * Content Calendar: Carmen, Winston
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| * AMO: Fligtar, Jorge, Brian
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| * Social: WilliamR
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| * Localization: Choffman, Pascal
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| = Campaign Outline =
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| * Doodle style hero graphic on about:home
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| * Custom background art on about:home
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| * Snippet promo pushing Personas / Add-on
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| * Custom Add-ons
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| * Custom Persona designs
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| * Social media promos
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| * Email Newsletter
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| == Message / CTA ==
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| * As a lightweight retention campaign our main objective is to mark the occasion and give existing users a fun way to deepen their engagement with Firefox and incorporate a bit of the Olympic spirit into their browsing experience. To do this, we'll be leveraging about:home to offer ways for users to customize their browser via Personas and Add-ons.
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| * We will not be able to use the word "Olympics" but rather refer to the event indirectly. For example, "Summer Games".
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| == about:home ==
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| <b>Doodle style hero graphic:</b>
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| Update hero graphic above search field with custom illustration to capture the spirit of the games. Apply subtle animation for added magic and showcase of modern technologies.
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| * Creative direction / Animation:
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| ** Option 1: Olympic torch illustration with styled flames to echo FF. Flame animation can be on by default and then become static - re-activated upon hover.
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| ** Option 2: Generic medal illustration hanging with FF on the plate. Medal can be animated to drop down upon entry to the page, or be mostly static with an animated gloss that rolls over it.
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| ** We can also use both images: Olympic torch for opening ceremony, and medal image for closing ceremony.
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| * Questions:
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| ** Can we use the torch image?
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| ** Can we use the olympic ring colors in abstract painterly fashion to reference Olympics?
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| ** Can we illustrate a generic medal using the same colors/mirroring ID of the official medal?
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| <b>Custom background art:</b>
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| Offering a custom illustration for users to apply to the background of about:home during the timeframe of the Olympics.
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| * This would be a simple, non-intrusive design echoing the theme provided in hero graphic.
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| * Opt-in, offered through an Add-on we'd build. More info on this below.
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| https://wiki.mozilla.org/images/a/a6/Screen_Shot_2012-06-13_at_12.54.43_PM.png
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| <br><br>
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| https://wiki.mozilla.org/images/d/d7/Screen_Shot_2012-06-19_at_12.46.40_AM.png
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| <br><br>
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| https://wiki.mozilla.org/images/f/f0/Screen_Shot_2012-06-19_at_1.01.13_AM.png
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| FINAL DESIGN:<br>
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| https://wiki.mozilla.org/images/3/39/Cauldron_300x245.png
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| ==Snippet==
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| * Snippet promo pushing Persona designs and Add-on.
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| * Copy may not say "Olympics" due to licensing.
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| FINAL COPY: <br>
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| * Join Firefox in celebrating the global spirit of community. <Watch the video.>
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| * <Customize Firefox with your nation's flag> and celebrate the global spirit of community.
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| ==Personas==
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| * Illustrate a custom Persona based on the above themes. <br>
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| * Point to / build on existing Personas collection of country flags, filed under "Summer Games 2012": http://bit.ly/PfLv4E
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| * New Designs tracked here: https://docs.google.com/document/d/1jHOIq9WbkOpqHSKPEM6Bw_xVNxfsT_thUMRF61h_SZg/edit
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| * Previewed here: http://www.getpersonas.com/en-US/gallery/Designer/mozthemes
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| * Preview:
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| https://wiki.mozilla.org/images/2/21/Screen_Shot_2012-07-10_at_2.22.54_PM.png<br>
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| https://wiki.mozilla.org/images/4/40/Screen_Shot_2012-07-10_at_2.23.00_PM.png
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| * Old Designs:
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| https://wiki.mozilla.org/images/8/88/Screen_Shot_2012-06-18_at_7.46.27_PM.png
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| ==Social Media==
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| <b>Facebook</b>
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| * Custom Tab to promote personas / add-on. Can we serve Persona preview and auto apply via thumbnails?
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| * Custom cover image
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| * Update pointing to either Custom Tab or AMO site.
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| <b>Twitter:</b>
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| * Tweet pointing to custom Persona collection / Add-on
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| <b>Newsletter:</b>
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| * Article pointing to custom Persona collection / Add-on
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| ==Custom ADD-On==
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| <b>AMO contacts:</b>
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| * Jorge Villalobos
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| * Brian King
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| * Justin Scott
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| <b>Specs:</b>
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| * A restartless add-on
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| * The add-on drops in a custom graphic / art image into the background of about:home
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| * This image is responsive to changing screen sizes
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| <b>Questions:</b>
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| * can the add-on be so that it consumes the full browser canvas? chrome + background of about:home / new tab? like Chrome's thems: http://www.blackgraphic.net/Google-World-Cup-themes
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| * can this be a dynamic image? Meaning, the add-on serves a different image per day / over time?
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| * is it fairly easy to give users the option of more than one image to choose from?
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| * can this add-on also change the background graphic of the new tab page?
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| * can this add-on also serve additional information related to the Olympics (pending legal approval) like latest scores?
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| * what are the constraints for the image / art file that we'd provide you?
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| * How long would such an add-on take to build?
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| * How will this interact with the about:home takeover scheduled for the Android release?
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| <b>Considerations:</b>
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| * Add-on can be served via iframe if bug-fix 682944 can be uplifted to GA in time. Otherwise, Add-on will be a promo link via snippet to AMO where it will need to be installed as a restartless add-on.
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| == Target Audience ==
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| Existing Firefox users on Desktop.<br>
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| Retention priority markets per Cbeard's email:
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| * USA
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| * India
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| * China
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| * Indonesia
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| * Germany
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| * Russia
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| * Japan
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| * France
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| * UK
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| * Italy
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| * Philippines
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| * Spain
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| == Goals/Metrics ==
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| * about:home impressions, clicks
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| * Custom Add-on Installs
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| * Persona installs
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| * Custom theme installs
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| * Clicks to embedded YT video
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| * FB engagement / Tweets
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| * What are our baseline metrics for about:home / Snippets?
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| = PR =
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| TBD
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| = Partnership Opportunities =
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| * YouTube is teaming up with NBC to live-stream the Games: every single event live on NBCOlympics.com, which will roughly add up to 3,000 hours of coverage. Can we get the rights to the content they will be streaming to incorporate into about:home or custom add-on?
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| * Is it too late to contact the Olympics Organization and see what doors are open/closed to us?
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| = Bugs =
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| * TRACKING BUG: https://bugzilla.mozilla.org/show_bug.cgi?id=765857
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| = Meeting Notes =
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| * Status from June 12 meeting: http://bit.ly/KYBoDp
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| * Olympics discussion deck: http://bit.ly/MDpaKL
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| = References / Inspiration =
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| * Chrome World Cup Themes: http://bit.ly/MC8mUi
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| * Chrome Winter Olympic Themes: http://bit.ly/MOYrPu
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| https://wiki.mozilla.org/images/f/fc/Screen_Shot_2012-06-18_at_11.55.45_PM.png<br><br>
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| https://wiki.mozilla.org/images/8/8f/Screen_Shot_2012-06-18_at_7.50.21_PM.png<br><br>
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| https://wiki.mozilla.org/images/8/83/Screen_Shot_2012-06-18_at_7.52.23_PM.png<br><br>
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| https://wiki.mozilla.org/images/4/43/Screen_Shot_2012-06-18_at_7.55.05_PM.png<br><br>
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| https://wiki.mozilla.org/images/7/70/Screen_Shot_2012-06-18_at_7.56.24_PM.png<br><br>
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| * Medals for 2012 Games:
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| https://wiki.mozilla.org/images/a/a7/Screen_Shot_2012-06-19_at_1.04.43_AM.png
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| * Olympic Torch 2012:
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| https://wiki.mozilla.org/images/5/5b/Screen_Shot_2012-06-19_at_1.07.13_AM.png
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| * Related poster art:
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| https://wiki.mozilla.org/images/8/80/Screen_Shot_2012-06-19_at_1.14.16_AM.png
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| * London 2012 tickets / color theme:
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| https://wiki.mozilla.org/images/6/6b/Screen_Shot_2012-06-19_at_2.10.04_AM.png<br>
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| https://wiki.mozilla.org/images/1/17/Screen_Shot_2012-06-19_at_2.04.20_AM.png
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| * 2012 Behance Stamp designs / Style inspiration:
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| https://wiki.mozilla.org/images/c/ca/Screen_Shot_2012-06-19_at_2.18.53_AM.png
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| * Torch design references:
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| https://wiki.mozilla.org/images/2/22/Screen_Shot_2012-06-19_at_2.34.50_AM.png
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