ad design process book
DESCRIPTION
This is my process book from the Ad Design class I took this semesterTRANSCRIPT
Process Book 1
KKaylynCrane’sProcess BookGDE 320 Ad Design
Process Book 2 Process Book 2
TABLE OF CONTENTSAdvertising design to me is persuading a person to perform a call to action. This includes inticing an individual to purchase something, to attend an event, or to visit a website to name just a few call to actions. The designer must create an ad that will stand out in the cluttered market, but know the target market well so as not to go to far and offend the consumer.
Process Book 2 Process Book 3
Contents
Project Section
Project 1 - Costume Collection 5
Rubric 6a. Intake 7b. Creative Development Worksheet 12c. Research 16d. Enlarged Ideas 18e. Computer Play 20f. Final Execution 24g. Redesign 26
Project 2 - Fashion Show 28
Rubric 29a. Intake 30Project 2 - Art in the Park 36a. Intake 37b. Creative Development Worksheet 40c. Research 44d. Enlarged Ideas 51e. Computer Play 57f. Final Execution 64g. Redesign 67
Project 3 - FMM Capstone Partnership 68
Rubric 69Allegiancea. Intake 70b. Creative Development Worksheet 76c. Research 79d. Enlarged Ideas 83e. Computer Play 86f. Final Execution 102g. Redesign 106
Project 3 - LAB 107
a. Intake 108b. Creative Development Worksheet 111c. Research 113d. Enlarged Ideas 118e. Computer Play 122f. Final Execution 130
Project 4 - Stephens Life 132Rubric 133a. Intake 134b. Creative Development Worksheet 136c. Research 142d. Enlarged Ideas 145e. Computer Play 148f. Final Execution 150g. Redesign 152
Creative Play Section 154
Word Play - Jump 155Word Play - Lip Gloss 156Word Play - Paper Clip 157Typography Play 158Logo Play 159
Read, Reflect, and Report & Exercise Section 160
Ch. 9 161Ch. 13 162Quote 163
Process Book 4 Process Book 4
PROJECTS1
Process Book 5Process Book 4 Process Book 5
PROJECTS1PR
OJE
CT
Process Book 6
Project 1 - Costume Collection
Project 1 GDE 320 Stephens Costume Collection Winter/Spring show C l ient Goa l : To create a campaign of materials that brand the show for Stephen College Costume Collection Museum. The main goal is to catch someone’s attention, announce the show, create a “must see” excitement, inform them about the details and draw them into the museum to experience the work. Second goal is to create a campaign of professional materials that reflect the high standards and ideals of Stephens College and its students. Pro jec t Goa l : To work through the creative process. Focus on exploring design and a range of design solutions while refining the student’s skills in the areas of: concept development, color, typography, eye flow, grid, hierarchy and strong unity of all elements for a strong finished product that is well branded, and promotes the event to the given target market. Explore a range of design solutions – 1. type focused, 2. image focused and 3. combination type/image Each student will design three (mentioned above) different posters. All three will be due for presentation on 1/28 @9:00. They will be mounted to black boards for the presentation. The strongest design will be selected from the three and the student will then develop additional materials as requested below. Final campaign materials will be hung and displayed. Phase one – i tems due
Three Posters : 11x17 max. (one side) Design solutions must explore a range of design solutions – 1. type focused, 2. image focused and 3. combination type/image focused.
Phase two – i tems due Based on the design selected make changes as suggested in critique and develop branded materials listed below:
Inv i ta t ions/postcards : 4 x 6 Colors: 4 color process/1(K) Pdf Poster : Saved as print high quality in our class folder under Projects. Name your file as follows: YourNamePosterHigh
Des ign specs B leeds : none (poster and invites) Co lors : Poster: 4 color process/none Invites: 4 color process/1 (K) Due Dates : Intake: 1/14 @ 9:30 Creative development materials due for review: 1/16 Open LAB for project review (no attendance taken): 1/21 Over the shoulder critique with client: 1/23 @9:30 Presentation and top design from each student selected– project due: 1/28 @ 9:00 Final selected art from each student (Phase Two materials) due and hung: 1/30 9:00-9:30 Client selects top design for production: 2/1 Final design (from the one student selected) work due to client: 2/6
Process Book 7
Intake
Process Book 8
Intake
Process Book 9
Intake
Process Book 10
Intake
Process Book 11
Intake
Process Book 12
Creative Development Worksheet
Process Book 13
Creative Development Worksheet
Process Book 14
Creative Development Worksheet
Process Book 15
Creative Development Worksheet
Process Book 16
Research
Process Book 17
Research
Process Book 18
Enlarged Ideas
Process Book 19
Enlarged Ideas
Process Book 20
Computer Play
WinterSpring
toShades
Emergence
Location:
Historic Costume Gallery, Stephens College 6 N. College Ave.
(mezzanine floor of Lela Raney Wood Hall)
Gallery hours:
Noon – 3 p.m. Saturday
and Sunday,
5:30 – 8:30 p.m. on Thursday
(or by appointment)
For more information call 573-876-7220
stephens.edu/campuslife/researchlibrary
May 5, 2013February 22–
mergen
ceE
February 22 – May 5, 2013Location: Historic Costume Gallery,
Stephens College 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall)
Gallery hours: Noon – 3 p.m. Saturday and Sunday, 5:30 – 8:30 p.m. on Thursday (or by appointment)
For more information call 573-876-7220stephens.edu/campuslife/researchlibrary
Winterto Spring
Shades
Process Book 21
Computer Play
Emergen
ce
mergen
ce
E
Process Book 22
Computer Play
Historic Costume Gallery, Stephens College 6 N. College Ave.
(mezzanine floor of Lela Raney Wood Hall)
Noon – 3 p.m. Saturday
and Sunday,
5:30 – 8:30 p.m. on Thursday
(or by appointment)
EmergenceWinter Shades to Spring
For more information call 573-876-7220
stephens.edu/campuslife/researchlibrary
February 22 May 5, 2013–
EM
ER
GE
NC
EWinter Shades to Spring
Historic Costume Gallery, Stephens College 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall)
Noon – 3 p.m. Saturday and Sunday,
5:30 – 8:30 p.m. on Thursday (or by appointment)
For more information call 573-876-7220stephens.edu/campuslife/researchlibrary
February 22 – May 5, 2013
Process Book 23
For more information call 573-876-7220stephens.edu/campuslife/researchlibrary
Computer Play
Historic Costume Gallery, Stephens College 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall)
Noon – 3 p.m. Saturday and Sunday,
5:30 – 8:30 p.m. on Thursday (or by appointment)
February 22 – May 5, 2013
For more information call 573-876-7220stephens.edu/campuslife/researchlibrary
Winter Shades to Spring
EM
ER
GE
NC
E
EM
ER
GE
NC
EE
ME
RG
EN
CE
EM
ER
GE
NC
E
Winter Shades to Spring
Historic Costume Gallery, Stephens College 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall)
Noon – 3 p.m. Saturday and Sunday,
5:30 – 8:30 p.m. on Thursday (or by appointment)
For more information call 573-876-7220stephens.edu/campuslife/researchlibrary
Process Book 24
Final Execution
EmergenceWinter Shades to Spring
Noon – 3 p.m.Saturday & Sunday,
5:30 – 8:30 p.m. on Thursday
(or by appointment)
Historic Costume Gallery, Stephens College 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall)
February 22 – May 5, 2013For more information call
573-876-7220stephens.edu/
campuslife/researchlibrary
Process Book 25
Winter Shades to Spring
February 22 – May 5, 2013
Emergence
Final Execution
Historic Costume Gallery,Stephens College6 N. College Ave.(messanine floor ofLela Raney Wood Hall)
For more information call573-876-7220stephens.edu/campuslife/researchlibrary
EmergenceWinter Shades to Spring
Noon - 3 p.m.Saturday & Sunday,
5:30 - 8:30 p.m.on Thursday(or by appointment)
February 22 May 5, 2013–
Process Book 26
Redesign
Emergence
Winter Shades to SpringNoon – 3 p.m. Saturday & Sunday,
5:30 – 8:30 p.m. on Thursday (or by appointment)
Historic Costume Gallery, Stephens College. 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall)
February 22 – May 5, 2013
For more information call 573-876-7220
stephens.edu/campuslife/researchlibrary
Process Book 27
Historic Costume Gallery,Stephens College6 N. College Ave.(messanine floor ofLela Raney Wood Hall)
For more information call573-876-7220stephens.edu/campuslife/researchlibrary
EmergenceWinter Shades to Spring
Noon - 3 p.m.Saturday & Sunday,
5:30 - 8:30 p.m.on Thursday(or by appointment)
February 22 May 5, 2013–
Redesign
Emergence
Winter Shades to Spring
February 22 – May 5, 2013
Process Book 28 Process Book 28
2PR
OJE
CT
Process Book 28 Process Book 29
2 Project 2 - Fashion Show
Process Book 30
Intake
Process Book 31
Intake
Process Book 32
Intake
Process Book 33
Intake
Process Book 34
Intake
Process Book 35
Intake
Process Book 36 Process Book 36
2PR
OJE
CT
Process Book 36 Process Book 37
2 IntakeProject 2 - Art in the Park
Process Book 38
Intake
Process Book 39
Intake
Process Book 40
Creative Development Worksheet
Process Book 41
Creative Development Worksheet
Process Book 42
Creative Development Worksheet
Process Book 43
Creative Development Worksheet
Process Book 44
Research
Process Book 45
Research
Process Book 46
Research
Process Book 47
Research
Process Book 48
Research
Process Book 49
Research
Process Book 50
Research
Process Book 51
Enlarged Ideas
Process Book 52
Enlarged Ideas
Process Book 53
Enlarged Ideas
Process Book 54
Enlarged Ideas
Process Book 55
Enlarged Ideas
Process Book 56
Enlarged Ideas
Process Book 57
Computer Play
Experience the Magic
Experience the Magic
Saturday, June 1, 2013
- Sunday, June 2, 2013Saturday, 10 am- 5 pm
Sunday, 10 am- 4 pm
Festival Location:
Stephens Lake Park,
Columbia, MO
Process Book 58
Computer Play
Saturday, 10 am- 5 pmSunday, 10 am- 4 pm
Festival Location:
Stephens Lake Park,Columbia, MO
Saturday, June 1, 2013 - Sunday, June 2, 2013
Experience the Magic
Saturday, June 1, 2013
- Sunday, June 2, 2013
Experience the Magic
Saturday, 10 am- 5 pm
Sunday, 10 am- 4 pm
Festival Location:
Stephens Lake Park,
Columbia, MO
Process Book 59
Saturday, 10 am- 5 pm
Sunday, 10 am- 4 pm
Festival Location:
Stephens Lake Park,
Columbia, MO
Computer Play
Process Book 60
Saturday 10am-5pmSunday 10am-4pm
Stephens Lake Park
presents presents
Experience the Magic
1st 2nd
June
2013&
Saturday 10am - 5pmSunday 10a m -4p mStephens Lake Park
573-443-8838
www.artintheparkmissouri.org
Computer Play
Experience the Magic
1st 2nd
June
2013&
Process Book 61
1st 2nd
June
2013&
Saturday 10am-5pmSunday 10am-4pmStephens Lake Park
presents
Experience the Magic
Saturday 10am-5pmSunday 10am-4pmStephens Lake Park
1st 2nd
June
2013&
presents
Experience the Magic
Computer Play
Process Book 62
Computer Play
Experience the Magic
1st2nd
June
2013
&Saturday 10am-5pmSunday 10am-4pmStephens Lake Park
573-443-8838www.artintheparkmissouri.org
Experience the Magic
1st2nd
June
2013
&Saturday 10am-5pmSunday 10am-4pmStephens Lake Park
573-443-8838www.artintheparkmissouri.org
Process Book 63
Computer Play
presents
Experience the Magic
Saturday 10am-5pm
Sunday 10am-4pm
Stephens Lake Park
573-443-8838
www.artintheparkmissouri.org1st2nd
June
2013&
Process Book 64
Final Execution
presents
Experie
nce the Magic
Saturday 10am-5pmSunday 10am-4pmStephens Lake Park
573-443-8838 www.artintheparkmissouri.org
1st 2ndJune
201&
3
Process Book 65
Final Execution
presents
Saturday 10am-5pmSunday 10am-4pmStephens Lake Park
Experience the Magic
1st 2nd
June
201&
3573-443-8838 www.artintheparkmissouri.org
Process Book 66
Final Execution
presents
Saturday 10am-5pm Sunday 10am-4pmExperience the Magic
573-443-8838 www.artintheparkmissouri.org
1st 2nd
June
201&
3
Stephens Lake Park
presents
Saturday 10am-5pmSunday 10am-4pmStephens Lake Park
Experience the Magic
573-443-8838 www.artintheparkmissouri.org
1st 2ndJune
201&
3
Process Book 67
Redesign
presents
573-443-8838 www.artintheparkmissouri.org
Experie
nce the Magic
Saturday 10am-5pmSunday 10am-4pmStephens Lake Park
1st 2nd
June &2013
Process Book 68 Process Book 68
3PR
OJE
CT
Process Book 68 Process Book 69
Project 3 - Allegiance
Process Book 70
Intake
Process Book 71
Intake
Process Book 72
Intake
Process Book 73
Intake
Process Book 74
Intake
Process Book 75
Intake
Process Book 76
Creative Development Worksheet
Process Book 77
Creative Development Worksheet
Process Book 78
Creative Development Worksheet
Process Book 79
Research
Process Book 80
Research
Process Book 81
Research
Process Book 82
Research
Process Book 83
Enlarged Ideas
Process Book 84
Enlarged Ideas
Process Book 85
Enlarged Ideas
Process Book 86
Computer Play
ALLEGIANCEALLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
A LLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
A LLEGIANCE
ALLEGIANCE
Process Book 87
ALLEGIANCE
LLEGIANCEALLEGIANCEA
ALLEGIANCE
LLEGIANCEALLEGIANCEALLEGIANCEA LLEGIANCEA
Computer Play
ALLEGIANCEALLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
Process Book 88
Computer Play
A AA AAA AA A
A AAAA A
Process Book 89
AComputer Play
ALLEGIANCEALLEGIANCEALLEGIANCEALLEGIANCEALLEGIANCE
Process Book 90
ALLEGIANCE
ALLEGIANCE
Computer Play
ALLEGIANCE
ALLEGIANCE
Process Book 91
Computer Play
ALLEGIANCEALLEGIANCE
ALLEGIANCE
LLEGIANCEAALLEGIANCEA
Process Book 92
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
ALLEGIANCE
Computer Play
Process Book 93
Computer Play
ALLEGIANCEProudly Made in the USA
ALLEGIANCEProudly Made in the USA
ALLEGIANCEProudly Made in the USA
ALLEGIANCEAmerican Made: 100%
ALLEGIANCEOur Pledge: 100% American Made
Process Book 94
Computer Play
ALLEGIANCEProudly Made in the USA
A AA A AA A A A
ALLEGIANCEProudly Made in the USA
AALLEGIANCE
Proudly Made in the USA
A
ALLEGIANCEProudly Made in the USA A
Process Book 95
Computer Play
A
ALLEGIANCEProudly Made in the USA
ALLEGIANCEProudly Made in the USA
AAALLEGIANCE
ALLEGIANCEProudly Made in the USA
ALLEGIANCEProudly Made in the USA
ALLEGIANCEProudly Made in the USA
Process Book 96
Computer Play
ALLEGIANCEProudly Made in the USA
ALLEGIANCEProudly Made in the USA
A A
A AAA
Process Book 97
Computer Play
AALLEGIANCE
in the USAProudly Made
AALLEGIANCE
in the USAProudly Made
AALLEGIANCE
Proudly Made in the USA
AProudly Made in the USA
ALLEGIANCE
AALLEGIANCE
Proudly Made in the USA
ALLEGIANCEProudly Made in the USA
A
A A
Process Book 98
Computer Play
A A A A A
A AAAAAAAAAA AAAA A A
ALLEGIANCE
ALLEGIANCE
Process Book 99
Computer Play
Julie Reiser – One of the dynamic leaders in the Made in the USA Movement currently sweeping the Nation. Julie is a nationally recognized writer, speaker, and TV correspondent advocating on behalf of U.S. manufacturers, producers and service providers. As a woman business owner and mother to six, she is THE voice for why manufacturing in the U. S. A. is the key to America “Getting Back to Work”!
ALLEGIANCEProudly Made in the USA
3205 Knox St., Dallas, TX
10AM-10PMFebruary 1, 2014
Carrying 100% made in America merchandise for men, women, and the home
Store Opening!with guest speaker Julie Reiser
Julie Reiser – One of the dynamic leaders in the Made in the USA Movement currently sweeping the Nation. Julie is a nationally recognized writer, speaker, and TV correspondent advocating on behalf of U.S. manufacturers, producers and service providers. As a woman business owner and mother to six, she is THE voice for why manufacturing in the U. S. A. is the key to America “Getting Back to Work”!
ALLEGIANCEProudly Made in the USA
3205 Knox St.,Dallas, TX
10AM-10PM
February 1, 2014
STORE OPENING!with guest speaker Julie Reiser
Carrying 100% made in America merchandise for men, women, and the home
Process Book 100
Computer Play
Julie Reiser – One of the dynamic leaders in the Made in the USA Movement currently sweeping the Nation. Julie is a nationally recognized writer, speaker, and TV correspondent advocating on behalf of U.S. manufacturers, producers and service providers. As a woman business owner and mother to six, she is THE voice for why manufacturing in the U. S. A. is the key to America “Getting Back to Work”!
ALLEGIANCEProudly Made in the USA
3205 Knox St.,Dallas, TX
10AM-10PM
February 1, 2014
STORE OPENING!with guest speaker Julie Reiser
Carrying 100% made in America merchandise for men, women, and the home
Process Book 101
Computer Play
For Women, Men, & the Home
Our Pledge is to carry 100% made in America merchandise for men,
women, and the home.
Our goal is creating awareness on American made products and how it can help strengthen the
US economy. We hope that, in time, customers will search for
the “Made in America” stamp with pride.
ALLEGIANCEProudly Made in the USA
For Women, Men, & the HomeOur Pledge is to carry 100% made in America merchandise for men, women, and the home.
Our goal is creating awareness on American made products and how it can help strengthen the US economy. We hope that, in time, customers will search for the “Made in America” stamp with pride.
ALLEGIANCEProudly Made in the USA
Support American Made.
Allegiance opens 2/1/2014! Visit our store: 3205 Knox Street, Dallas, TX
Phone: 214.228.6324 www.shopallegiance.comHours: Monday-Saturday 10:00 am-8:00 pm, Sunday 11:00 am-6:00 pm
Process Book 102
Final Execution
ALLEGIANCEProudly Made in the USA
ALLEGIANCEProudly Made in the USA
A
Process Book 103
Final Execution
Julie Reiser – One of the dynamic leaders in the Made in the USA Movement currently sweeping the Nation. Julie is a nationally recognized writer, speaker, and TV correspondent advocating on behalf of U.S. manufacturers, producers and service providers. As a woman business owner and mother to six, she is THE voice for why manufacturing in the U. S. A. is the key to America “Getting Back to Work”!
3205 Knox St.,Dallas, TX
10AM-10PM
February 1, 2014
STORE OPENING!with guest speaker Julie Reiser
Carrying 100% made in America merchandise for men, women, and the home
ALLEGIANCEProudly Made in the USA
Process Book 104
Final Execution
Our Pledge is to carry 100% made in America merchandise for men, women, and the home.
Our goal is creating awareness on American made products and how it can help strengthen the US economy. We hope that, in time, customers will search for the “Made in America” stamp with pride.
ALLEGIANCEProudly Made in the USA
ALLEG
IAN
CE
Proudly Made in the U
SA
AWomen’s
Brown Leather Handbag
$470.0012345 12345
Process Book 105
For Women, Men, & the Home
Our Pledge is to carry 100% made in America merchandise for men, women, and the home.
Our goal is creating awareness on American made products and how it can help strengthen the US economy. We hope that, in time, customers will search for the “Made in America” stamp with pride.
Support American Made.
Visit our store: 3205 Knox Street, Dallas, TX Phone: 214.228.6324 www.shopallegiance.com
Hours: Monday-Saturday 10:00 am-8:00 pm, Sunday 11:00 am-6:00 pm
Allegiance opens 2/1/2014!
ALLEGIANCEProudly Made in the USA
Final Execution
Process Book 106
Redesign
For Women, Men, & the HomeOur Pledge is to carry 100% made in America merchandise for men, women, and the home.
Our goal is creating awareness on American made products and how it can help strengthen the US economy. We hope that, in time, customers will search for the “Made in America” stamp with pride.
Support American Made.
Visit our store: 3205 Knox Street, Dallas, TX Phone: 214.228.6324 www.shopallegiance.com
Hours: Monday-Saturday 10:00 am-8:00 pm, Sunday 11:00 am-6:00 pm
Allegiance opens 2/1/2014!
ALLEGIANCEProudly Made in the USA
3
Process Book 107 Process Book 107
3PR
OJE
CT
Process Book 108
IntakeProject 3 - LAB
Process Book 109
Intake
Process Book 110
Intake
Process Book 111
Creative Development Worksheet
Process Book 112
Creative Development Worksheet
Process Book 113
Research
Process Book 114
Research
Process Book 115
Research
Process Book 116
Research
Process Book 117
Research
Process Book 118
Enlarged Ideas
Process Book 119
Enlarged Ideas
Process Book 120
Enlarged Ideas
Process Book 121
Enlarged Ideas
Process Book 122
LabLab LAB lab
LabLAB lab
Computer Play
Process Book 123
LAB lab
LAB
Lab LABlab
Computer Play
Process Book 124
Computer Play
Lanthanum
57
laBoron
5
b
Lanthanum
57
LABoron
5
B
LAB
Process Book 125
Computer Play
LAB
LAB
LAB
lab
Process Book 126
Computer Play
Process Book 127
LABLike a Baus
LABLike a Baus
Computer Play
LABLike a Baus
Process Book 128
LAB
Computer Play
A
LAB
Process Book 129
Computer Play
LABHannah BrowneNeed Address
Need #Need Email
LABHannah BrowneNeed Address
Need #Need Email
LABHannah BrowneNeed Address
Need #Need Email
LAB
Process Book 130
Final Execution
LAB
LABLike a Baus
Process Book 131
Final Execution
01234 56789
$48.00
WeSC Shorts
Size: Medium
LAB//////////
LAB123 S. Beach Dr., Destin, FL. 52036 Hannah Browne [email protected]
///
/////
Process Book 132 Process Book 132
4PR
OJE
CT
Process Book 132 Process Book 133
Project 4 - Stephens Life
Process Book 134
Intake
Process Book 135
Intake
Process Book 136
Creative Development Worksheet
Process Book 137
Creative Development Worksheet
Process Book 138
Creative Development Worksheet
Process Book 139
Creative Development Worksheet
Process Book 140
Creative Development Worksheet
Process Book 141
Creative Development Worksheet
Process Book 142
Research
Process Book 143
Research
Process Book 144
Research
Process Book 145
Enlarged Ideas
Process Book 146
Enlarged Ideas
Process Book 147
Enlarged Ideas
Process Book 148
Computer Play
Relaxwith STEPHENS LIFE
STEPHENS LIFESL
4.29available
start
finish
graduation!summer break!
at the Helis Communication Center. • For more information: http://www.stephens.edu/stephenslife/ • https://www.facebook.com/StephensLifeMag
Relaxwith Stephens Life
Available at the Helis Communication Center
STEPHENS LIFESL
For more information: http://www.stephens.edu/stephenslife/ • https://www.facebook.com/StephensLifeMag4.29
available
finish
graduation!summer break!
start
Process Book 149
Computer Play
Relax
with Stephens Life
start
finish
graduation!summer break!
Available at the Helis Communication Center. • For more information visit: http://www.stephens.edu/stephenslife/ • https://www.facebook.com/StephensLifeMag
STEPHENS LIFESL4.29available
start
finishgraduation!
summer break!
Available at the Helis Communication Center. • For more information visit: http://www.stephens.edu/stephenslife/ • https://www.facebook.com/StephensLifeMag
STEPHENS LIFE
SL
4.29available
Relaxwith Stephens Life
Process Book 150
Final Execution
STEPHENS LIFESL
4.29available
Available at the Helis Communication Center. • For more information visit: http://www.stephens.edu/stephenslife/ • https://www.facebook.com/StephensLifeMag
NEW & IMPROVED!
start
finish
STEPHENS LIFE
SL
R with STEPHENS LIFEelax
Process Book 151
Final Execution
Available at the Helis Communication Center. • For more information visit: http://www.stephens.edu/stephenslife/ • https://www.facebook.com/StephensLifeMag
STEPHENS LIFESL
4.29available
NEW & IMPROVED! start
finish
STEPHENS LIFE
SL
R with STEPHENS LIFEelax
start
finish
STEPHENS LIFE
SL
Process Book 152
Redesign
STEPHENS LIFESL
4.29available
Available at the Helis Communication Center. • For more information visit: http://www.stephens.edu/stephenslife/ • https://www.facebook.com/StephensLifeMag
NEW & IMPROVED!
start
finish
STEPHENS LIFE
SL
R with STEPHENS LIFEelax
Process Book 153
Redesign
start
STEPHENS LIFE
SLfinish
STEPHENS LIFESL
4.29availableAvailable at the Helis Communication Center. • For more information visit:
http://www.stephens.edu/stephenslife/ • https://www.facebook.com/StephensLifeMag
NEW & IMPROVED!R with STEPHENS LIFEelax
Process Book 154
CREATIVEPLAY
CREATIVE
Process Book 155
Word Play - Jump
My final creation for this project was made from cut out pieces of colored paper in the shapes of falling hair. This cut out paper was then placed on the table after our 15 minute work period and unfortunately wasn’t saved and I didn’t think to caputure an image of it at the time.
Process Book 156
Word Play - Lip Gloss
My word for this exercise was lip gloss. My final creation is the Shoe Genie shoe cleaner and protector.
Process Book 157
Word Play - Paper Clip
The final creation for this exercise was my favorite. My word was paper clip and I came up with a pair of chopsticks designed to look like a paper clip at the end. This would be a novelty item because it would hold your fortune in the paper clip part.
Process Book 158
Typography Play
@<
&<.
M..SS
#
< <# .. @
Process Book 159
Logo Play
Super, Spunky, SpiritPiglets
Piglets is a roller derby team for plus size women who are comfortable with their weight, hence the name Pigelets.
Process Book 160
RRR
Process Book 161
What is Branding? A brand touches everything from companies, products, and social causes. Branding starts with a logo and from this a visual identity is created through package design, promotional design, and advertising. Branding is the big picture; it connects and unifies all aspects of an individual’s experiences with a particular brand.
Differentiate The brand needs to stand out to be successful in an overly crowded market of similar and competing brands by offering unique benefits. These benefits can be broken down into functional or emotional (or both); what the brand does and how the brand makes someone feel. This information makes me think of the class activity we did about viewing a logo for a few seconds, then thinking about how it made us feel.
To further differentiate itself, a brand should “own” a core value or quality. This will reinforce that that brand is connected to that quality. This makes me think of personal care products like Burt’s Bees; their brand is associated with natural ingredients and the consumer can pick up one of their products and know what their getting, just by looking at the logo/packaging.
Brand Strategy
Should be overarching and unified. If a design solution works with the strategy it is “on brand”, if it doesn’t fit, it is “off brand”.
Naming a Brand Usually remains unchanged (unless there is a merger, acquisition or takeover. Logos, on the other hand are updated more frequently to fit society’s changing needs.
Brand Promise What the brand can or will do; differentiates from other brands to make it more desirable. There is also a difference between what the brand is advertised to do and how consumers actually view it. Includes things such as how it upholds under use to scandals in the company.
BRANDINGA successful brand will differentiate itself from
the competition and has specific feelings associated with it.
“Oola is a chain of Swedish candy stores in American shopping malls. The company intended to enter the U.S. market under the name “Sweetwave”, but when Paula Scher was commissioned to design their retail identity, she expressed a concern that the name would not be interesting enough to American consumers.” Page 223
Branding an Experience
Every experience with a brand should be positive and consistent to reinforce trust and the brand’s strategy. Events can also be branded, such as the release of a movie or an award ceremony.
Overall Idea To stand out in an already crowded world of advertising, a brand must be different, have a strong (and true) brand promise, and present itself in a unified way across multiple platforms. Every experience the consumer has with a brand should be positive and connected to the overall theme to create a stronger presence in public.
9
Process Book 162
Adverstising 3 Types of Ads: consumer ads, business to business, and trade ads. TV ads now drive people to a brand’s webpage (either through a computer or mobile device) to gather further info, so there call to action has changed. Originally, the TV ad would persuade someone to buy something, but now a new focus has been added to entice them online. As in chapter 9, where a brand’s success comes through society’s opinion and perception, the public plays an important role in advertising today by getting the chance to also be brand-makers.
Successful ads will offer either a functional or emotional benefit (or both) (similarly, the brand itself should offer functional or emotional benefits too, as discussed in chapter 9). The ad has to connect with the consumer to succeed and this is done through storytelling.
Approaches to Concept Generation
Figure of speech/pun/oxymoron, synecdoche (saying Kleenex for tissue), metonymy (“lands belonging to the crown”-crown is it). Visual analogy, simile, metaphor, symbolism, icons, life experience, compare/contrast, exaggeration, endorsement, and irony. Brands want to be talked about =word of mouth (free advertisement for brand). They can gain word of mouth by being innovative (Nike and the soccer ball vending machine).
Elements of an Ad
Visual (main image). Headline (main verbal message). Body copy (text that supports headline). Tagline (reinforces brand’s benefit). Sign-off ( logo, website, image of product). Visual/Verbal Synergy: Message of ad is conveyed by the images and copy working together.
13ADVERTISING
To be relevant, advertising must offer something people want and they have to choose the correct platform to deliver this message.
“Avoid your first thoughts. Of course, once in a while your first thoughts may be the best one, but most often the first natural place you go is usually the safest, not the most creative. If you keep generating ideas, you’ll land in a more interesting place.” -Gui Borchert page 354.
Copy Driven: Message of ad comes from headlineVisual Driven: Message of ad comes from visual communication, works well globally because there aren’t language barriers.
The Ad Campaign Needs overarching theme but some variety to surprise the viewer. Vary composition, limited but flexible color palatte, 2-3 constant elements repeated through multiple ads, and 1 font family. Use visual surprise (make the viewer do a double take), merge things together to make a new one, and personify things. Push the limits because advertising should be head turning but make sure it isn’t offensive (there are watchdog groups to be aware of).
Showcase-Gui Borchert
The biggest thing I took away from this is his information on portfolios-in-clude work that mainly shows what you want to do, but supplement this with your best piece in other areas. This will show that you have other skills (for ex-ample, you want to do print design, so including mainly print work, but have 1 or 2 digital designs). I found this helpful because I will be looking for a job after I graduate in a year!
Process Book 163 Process Book 163
ART & COPY
BRUTALSIMPLICITY