ad design process book

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.


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


PROJECTS1

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PROJECTS1PR

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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

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Intake

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Intake

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Intake

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Intake

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Intake

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Creative Development Worksheet

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Research

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Research

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Enlarged Ideas

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Enlarged Ideas

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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

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Computer Play

Emergen

ce

mergen

ce

E

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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,


(or by appointment)

EmergenceWinter Shades to Spring



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)


February 22 – May 5, 2013

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Computer Play






Winter Shades to Spring

EM

ER

GE

NC

E

EM

ER

GE

NC

EE

ME

RG

EN

CE

EM

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NC

E






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Final Execution


Noon – 3 p.m.Saturday & Sunday,


(or by appointment)


February 22 – May 5, 2013For more information call

573-876-7220stephens.edu/

campuslife/researchlibrary

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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


Noon - 3 p.m.Saturday & Sunday,

5:30 - 8:30 p.m.on Thursday(or by appointment)


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Redesign

Emergence

Winter Shades to SpringNoon – 3 p.m. Saturday & Sunday,


Historic Costume Gallery, Stephens College. 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall)




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Historic Costume Gallery,Stephens College6 N. College Ave.(messanine floor ofLela Raney Wood Hall)

For more information call573-876-7220stephens.edu/campuslife/researchlibrary


Noon - 3 p.m.Saturday & Sunday,

5:30 - 8:30 p.m.on Thursday(or by appointment)


Redesign

Emergence




2PR

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CT


2 Project 2 - Fashion Show

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Intake

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Intake

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Intake

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Intake

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Intake

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Intake


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2 IntakeProject 2 - Art in the Park

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Intake

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Intake

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Research

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Research

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Research

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Research

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Research

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Research

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Research

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Enlarged Ideas

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Enlarged Ideas

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Enlarged Ideas

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Enlarged Ideas

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Enlarged Ideas

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Enlarged Ideas

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Computer Play

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

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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


Saturday, June 1, 2013

- Sunday, June 2, 2013


Saturday, 10 am- 5 pm

Sunday, 10 am- 4 pm

Festival Location:

Stephens Lake Park,

Columbia, MO

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Saturday, 10 am- 5 pm

Sunday, 10 am- 4 pm

Festival Location:

Stephens Lake Park,

Columbia, MO

Computer Play

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Saturday 10am-5pmSunday 10am-4pm

Stephens Lake Park

presents presents


1st 2nd

June

2013&

Saturday 10am - 5pmSunday 10a m -4p mStephens Lake Park

573-443-8838

www.artintheparkmissouri.org

Computer Play


1st 2nd

June

2013&

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1st 2nd

June

2013&

Saturday 10am-5pmSunday 10am-4pmStephens Lake Park

presents



1st 2nd

June

2013&

presents


Computer Play

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Computer Play


1st2nd

June

2013

&Saturday 10am-5pmSunday 10am-4pmStephens Lake Park

573-443-8838www.artintheparkmissouri.org


1st2nd

June

2013

&Saturday 10am-5pmSunday 10am-4pmStephens Lake Park

573-443-8838www.artintheparkmissouri.org

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Computer Play

presents


Saturday 10am-5pm

Sunday 10am-4pm

Stephens Lake Park

573-443-8838

www.artintheparkmissouri.org1st2nd

June

2013&

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Final Execution

presents

Experie

nce the Magic


573-443-8838 www.artintheparkmissouri.org

1st 2ndJune

201&

3

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Final Execution

presents



1st 2nd

June

201&


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Final Execution

presents

Saturday 10am-5pm Sunday 10am-4pmExperience the Magic


1st 2nd

June

201&

3

Stephens Lake Park

presents




1st 2ndJune

201&

3

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Redesign

presents


Experie

nce the Magic


1st 2nd

June &2013


3PR

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Project 3 - Allegiance

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Intake

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Intake

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Intake

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Intake

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Intake

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Intake

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Research

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Research

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Research

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Research

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Enlarged Ideas

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Enlarged Ideas

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Enlarged Ideas

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Computer Play

ALLEGIANCEALLEGIANCE

ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

A LLEGIANCE

ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

A LLEGIANCE

ALLEGIANCE

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ALLEGIANCE

LLEGIANCEALLEGIANCEA

ALLEGIANCE

LLEGIANCEALLEGIANCEALLEGIANCEA LLEGIANCEA

Computer Play


ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

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Computer Play

A AA AAA AA A

A AAAA A

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AComputer Play

ALLEGIANCEALLEGIANCEALLEGIANCEALLEGIANCEALLEGIANCE

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ALLEGIANCE

ALLEGIANCE

Computer Play

ALLEGIANCE

ALLEGIANCE

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Computer Play


ALLEGIANCE

LLEGIANCEAALLEGIANCEA

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ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

ALLEGIANCE

Computer Play

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Computer Play

ALLEGIANCEProudly Made in the USA



ALLEGIANCEAmerican Made: 100%

ALLEGIANCEOur Pledge: 100% American Made

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Computer Play


A AA A AA A A A


AALLEGIANCE

Proudly Made in the USA

A

ALLEGIANCEProudly Made in the USA A

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Computer Play

A



AAALLEGIANCE




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Computer Play



A A

A AAA

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Computer Play

AALLEGIANCE

in the USAProudly Made

AALLEGIANCE

in the USAProudly Made

AALLEGIANCE


AProudly Made in the USA

ALLEGIANCE

AALLEGIANCE



A

A A

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Computer Play

A A A A A

A AAAAAAAAAA AAAA A A

ALLEGIANCE

ALLEGIANCE

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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”!


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



3205 Knox St.,Dallas, TX

10AM-10PM

February 1, 2014

STORE OPENING!with guest speaker Julie Reiser


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Computer Play




10AM-10PM

February 1, 2014



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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.


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.

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

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Final Execution



A

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Final Execution



10AM-10PM

February 1, 2014




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Final Execution

Our Pledge is to carry 100% made in America merchandise for men, women, and the home.



ALLEG

IAN

CE

Proudly Made in the U

SA

AWomen’s

Brown Leather Handbag

$470.0012345 12345

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For Women, Men, & the Home

Our Pledge is to carry 100% made in America merchandise for men, women, and the home.



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!


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.



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!


3


3PR

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Process Book 108

IntakeProject 3 - LAB

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Intake

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Intake

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Research

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Research

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Research

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Research

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Research

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Enlarged Ideas

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Enlarged Ideas

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Enlarged Ideas

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Enlarged Ideas

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LabLab LAB lab

LabLAB lab

Computer Play

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LAB lab

LAB

Lab LABlab

Computer Play

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Computer Play

Lanthanum

57

laBoron

5

b

Lanthanum

57

LABoron

5

B

LAB

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Computer Play

LAB

LAB

LAB

lab

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Computer Play

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LABLike a Baus

LABLike a Baus

Computer Play

LABLike a Baus

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LAB

Computer Play

A

LAB

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Computer Play

LABHannah BrowneNeed Address

Need #Need Email


Need #Need Email


Need #Need Email

LAB

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Final Execution

LAB

LABLike a Baus

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Final Execution

01234 56789

$48.00

WeSC Shorts

Size: Medium

LAB//////////

LAB123 S. Beach Dr., Destin, FL. 52036 Hannah Browne [email protected]

///

/////


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Project 4 - Stephens Life

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Intake

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Intake

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Research

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Research

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Research

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Enlarged Ideas

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Enlarged Ideas

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Enlarged Ideas

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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


start

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Computer Play

Relax

with Stephens Life

start

finish


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!


STEPHENS LIFE

SL

4.29available

Relaxwith Stephens Life

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Final Execution

STEPHENS LIFESL

4.29available


NEW & IMPROVED!

start

finish

STEPHENS LIFE

SL

R with STEPHENS LIFEelax

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STEPHENS LIFESL

4.29available

NEW & IMPROVED! start

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SL


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Redesign

STEPHENS LIFESL

4.29available


NEW & IMPROVED!

start

finish

STEPHENS LIFE

SL


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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

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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.

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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.

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Typography Play

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&<.

M..SS

#

< <# .. @

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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.

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RRR

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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

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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!


ART & COPY

BRUTALSIMPLICITY

ad design process book

Documents

creative process

creative play section

creative development

final execution

enlarged ideas

ad designprocess book

final campaign materials

range of design solutions