janna (phase 2)

8/4/2019 Janna (Phase 2)

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Monday, October 3, 11

Just as a refresher, Im re-branding Scandia Down, however Ihave changed the name of the store...


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This was the old brand. Although the brand was reaching for aluxury attribute, it lacked sophistication. The images werestocky, they had a wide range of unfinished colors, and a lack of

content behind this local store.


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Introducing Simpatico, after doing research on Scandia Ifound no resources that indicated why this particular store.


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You might be asking what does Simpatico mean? It comes fromthe Italian word sympathy, and implies attractive qualities. Italso has the connotation of being pleasant and complatible. I

thought this word was perfect for the essence that I am tryingto achieve. New Essence being Designed for Dreams


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My Mission is to create experience of comfort in the store aswell as when you bring home our modern furnishings.


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My new objective: Simpatico Down prides itself on being:contemporary, chic, and comfortable. Our audience will includethe dynamic individual who values the comfort of their home.

Creating a system of elements that will present itself asspacious, unified, and pleasant. We want to communicate to ouraudience that the feeling of contentment is valued as well. Ourgoal is to mark the impression of sophisticated collections forones home.


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My three attributes are chic- being fashion forwards,contemporary- understanding what is most current, andcomfortable-


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Direction 1


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This brandmark is meant to emphasis chic, and contemporary.You understand that it is a S even though it is divided and the Cis divided as well. I wanted to highlight the curves and

punctionation of Simpatico, and to make the audience see aabstracted cloud.


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The mark is placed above Simpatico to reflect on airy nature.Using Frutiger, this is a strong push towards contemporary


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designed for dreams can be interpreted in many diferent ways.My goal was to have a tagline that implies comfort. Using Mrs.Eves italic, It gives the sensation of dream like


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The signature clearifies the attributes. From the chic/contemporary logotype to the comforting tagline. It is meant togive direction, and promise to my audience that this brand is

truthworthy.


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The core element is taken from Frutigers O. This choice wasdeliberate to re-instate, round curves for comfort, as well ascontemporary from the mark.


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The nature of the photography should be taken from eye level,or straight on. A range of contrast, and more white space thandark. Since the signature and all the little packages, I wanted to

have imagery that was fun with colors, but straight to thecontent of the photo.


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The color pallet mirrors the charismatic attributes. The primarybeing a vibrant red makes the viewer notice it right away, withthe softer secondary colors it helps to juxtapose that hue of

saturated red.


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Since I really loved the combination of Frutiger and Mrs. Evestogether, I wanted to keep it consisant through the type-family.Perhaps its because they were both designed by Adrian Frutiger,

but there is a good connection of san-serif meets serif. Thecurves from Mrs. Eves help to balance the even line weight ofFrutiger. The secondary typefaces, I tried to match according tomight be


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This is a quick mock-up of what an article in a magazine mightlook like. It is a nice way of unifying all the elements to see ifthey express a cohesive idenity


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Direction 2


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With this direction I started exploring sky and moon shapedcrescents that linked back to my essence. Taken from Perpetual,I cropped in an O and anchored it onto the S.


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From Perpetual, the curved serifs imply comfort as well asplacing the crescent with.


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With the structure of Avenir, I wanted to italicize it to bring amore relaxed notion.


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The structure of the whole piece gives a sensation of comfort aswell as chic. The crescent is meant to line up with dreams.


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When designing the crescent I enjoyed playing around with thatarch shape. Eventually, the crescents formed into what seemedlike a abstracted cloud.


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The imagery for this direction is very diverse from my other twodirections. I really thought about the diferent varieties ofdreams, and where Simpaticos products come from. With the

implication of clouds, and dream state quality, the imagery ismeant to mirror that in an obscure way. If you purchase theseproducts you will have a house like one in Italy.


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Without using an obvious blue, I wanted to imply sky with mycolor choices, and contrast with neutrals


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The type- family is the same as the signature with Perpetual,and Avenir together. My second choices are Didot and Univers, Ithough they have similar qualities of weight change as did my

previous choices.


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Here is another mock-up of some of the elements workingtogether to create an interesting spread for a magazine. Iwanted to show how the imagery could work itself in with the

core graphics to compile an idea of chic, comforting, andcontemporary.


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Final Direction


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This direction is based around the is in Simpatico, and sharingyour qualities with someone else. I wanted to imply thecognitive nature of the enjoyment of others.


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For this direction I used Bodoni, it has such a beautiful structurethat is pleasant, and current.


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At first I was a little resistant to use Helvetica, but when I triedthe Neuea, it had a comforting fit.


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When all the pieces are compiled together, I think it becomesvery strong. Each piece has a diferent weight, and when puttogether they bring out the best qualities of the other pieces.


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With the infatuation of Bodoni, there was endless possibilities toshift the letterforms into patterns. One of my inspirations wasLouis Vuittion. For years their patterns have been legendary for

its formal quality. With the stature of the i, and my concept, Istarted creating patterns that were unique, fresh, and couldpossibly be timeless.


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The imagery that I choose was to focus in on the object. Iwanted to use metaphors like trees, and wind to imply comfort.To also display tightly cropped in images of elegant products. It

should illustration the feeling of contentment, personable, andhappiness.


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As you can see the primary color is a light blue, with secondarypigments that are a little more earth tones. With this direction Iwanted a less contrast between the colors, and more of a

unified perspective. For this concept for directly impliescompatibility, and comforting qualities.


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Using the Bodoni and Helvetica Neue, I wanted the type-familyto be consistent with the Signature. For my second choices areCentury Old Style and Futura Light.


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The last but not least example of what a magazine layout couldlook like. I wanted a way to bring some of the elements togetherto examine if it reflects my attributes. This layout far from being

remotely perfect but it helped me gain a perspective to see theblend of elements.


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Here are some examples of my business cards. The designs aremeant to be playful as well as sophisticated. I should point outthe top two are two diferent cards, as the bottom two are from

and back. In the future I want to experiment with letter pressingwith these cards to achieve a delicate style.


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For the website I wanted to have a more crisp approach. I wouldlike to see a view of the elements chosen for each web page,and to give emphasis on those unique elements.


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I tried to imagine what are some of the most successful trucks Ihave scene. Fed-EX is a good example, quick and to the point.For my auidence I want them to recognize the color choices or

the mark.


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One of the under valued products this brand ofers is kidfriendly clothes and accessories. For this environmental graphicI thought it could be a good time to show that. The right

graphic, just a quick logo mark.


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Bags are one way for people to always remember your brand. Itis a way to personalize your brand from other competitors. Tothe right (and maybe I got this wrong) could be gift boxes.

Using the pattern and mark to reflect chic-ness and comfort inthe product.


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Toiletries are a perfect match to this directions concept. Thoseare sleeping masks and hand towels. Something that is uniqueand fun.


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With all the diferent directions, I hope that I achieved not onlythe attributes but engaged the audience to fill thatsophistication that was missing from the brand before.


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Here is an overview of all the diferent directions- instead ofscrolling back and forth.


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janna (phase 2)

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