process book · who we are and how we define ourselves is closely tied to outside influences, like...
TRANSCRIPT
BRANDING YOUTED2021PROCESS BOOK
Matthew Furber03.19.2019
3 PROPOSAL
PROPOSAL........................................... 3MOOD EXPERIENCE............................ 6PERSONAS.......................................... 14LOGO DESIGN...................................18BROCHURE DESIGN..........................23TICKET DESIGN..................................28BADGE DESIGN..................................31WEB DESIGN......................................34CONVENTION SPACE........................39
PROPOSAL 1
4
PROPOSAL
PROPOSAL
PREMISE Whoweareandhowwedefineourselvesiscloselytiedtooutsideinfluences,likethethingswewear,thecarswedrive,and the sports teamswe love. It defines us on an individuallevel, and on a group/societal level. These influences are allcarefullycraftedbydesign/marketingmethodologiesofcorpo-ratebrands.Iproposeaconferencethatfurtherexploresthisre-lationshipbetweenhowweseeourselvesandhowthatrelatestothebrandswemostcloselyidentifywith.Thisconferencewillexplorethisthroughsevenwell-definedsections:
• How we represent our identity as a society,during the Cold War the unique ways Cap-italism and Communism was influenced bybranding.IncludingtheAbstractExpressionismexhibit that traveledEasternEuropeandwasfundedbytheCIA.Also,howJacksonPollockwas representative of American exceptional-ism.Youthgeneration in theWarsawPact forLevisandBeatlesalbumshelpedthefalloftheSovietUnion.
• Then,focusingonhowwhatyouwearandhowit representsyou.Butasweseek tobemoreindividual,areweactuallyjustfreeadvertisingwithbrandlogosonourapparel,andadsbeingcarefullytailoredtous.Howdosociallyinfluen-tial individuals(proathletes,musicians,realityTVstars)makecertainbrandsmoredesirabletous.
• Thisdesirabilitycanhavetheeffectofmakingcertainbrandsanewtypeoftribalism.Modernbranding is replacing ceremonial masks and
LOCATION The conferencewill take place in Portland,Oregon.Thisdynamicandmodernmetropolisisuniquelysituatedforthis conference as it is the home of Nike,AdidasAmerica(whichhousestheirglobalmarketingdepartments),WacomofAmerica, Intel, andmany satellite offices for brands likeUnderArmour,Microsoft,Amazon,etc.TherearealsoworldfamousadvertisingfirmslikeWieden+KennedyinPortland.
otherritualistictotemsinthemodernworld.Ex-amplesofthis,isinthe1990stheL.A.Raidersbecomesasymbolofyouthculturethroughitstiestogangsterrapartists.
• Thisconsumerismfueledbrandingnowstretch-es across the world. Opportunity for successmanytimes isrepresented in thirdworldmar-kets.Manytimescorporationspricetheirprod-ucts slightly out of median income range tomakethemevenmoredesirable.
• The inflated price of products, the scarcity ofcertainproducts,andthewantofthebrandcanleadtoviolence.
AUDIENCE A relatively small population with a disproportionateamountofindividualsaretiedtotheexecutionofdesignandmarketingforsomeofthemostvisibleandinfluentialbrands
5
PROPOSAL
PROPOSAL
DEMOGRAPHICS
The initially targeted demographic would be youngprofessionalsandcreativesinthisfield,witharelativelyhighlevelofeducationandmiddleclassandaboveincomelevels.Othersdemographicswouldbepeoplethatareinterestedinsocialmanipulationtoolsandstrategies,andindividualsthatlovethesespecificbrands.
HUMAN NEED Howweseeourselvesislargelycraftedbybrandiden-tifiers,andwhatweconsideras individualchoice isheavilyinfluencedbyoutsideinfluencers.Thepressureoftheindivid-ualtobeacertainway,tospendmoney,towantnewthingsisanintegralpartofourcapitalistsociety,andhastransmutedgloballyeven tohistoricallycommunistcountries likeChinaandRussia.
RESEARCH METHODOLOGY Weshouldbeginby lookingathistoricalmaterial forreference,takingapagefromthepastsowecanbetterun-
intheworld.Thisistheperfectaudienceforthisconference,astheyareprofessionalswithexposuretotheinnerworkingofbrandstrategy.Thatsaid,thedynamicsofunderstandingsocial and human identity through branding will appeal topeopleofallagesandbackgrounds; influencers,socialsci-entists,psychologists,andthegeneralpublicatlarge.
derstand thepresent.Thiswill includedvariousbooks, articles,andvisualmaterials.Thenwe’llmoveintosalientpresentdayma-terials,especiallyonsocialplatformsandwithnewmediainfluenc-ers.Studyingdocumentaryfilmsonthesubjectmatter,andbrand-ingassetslikecommercialsandads.Therealsoisalotinterestingacademicresearchbasedonthepervasivenessofbrandingandadvertising.
COMMUNICATION STRATEGY
Theconferencewillbebrokendownintowelldefinedsections,eachwithakeynotespeakerandpresentation,ad-ditionalsupportworkshops,anddisplaysallcenteredaroundthat specific section. These sections will then be visuallytranslatedindistinctlandingpagesontheconferencemicro-site,andthiswillbereplicatedintheeventbrochure.Anex-ampleofthespeakerswillbeLynnMerrit,formerNikeexec-utiveandpartofLeBronJames’sinnercircle.
COMMUNICATION GOALS Howweseeourselvesislargelycraftedbybrandiden-tifiers,andwhatweconsideras individualchoice isheavilyinfluencedbyoutsideinfluencers.Thepressureoftheindivid-ualtobeacertainway,tospendmoney,towantnewthingsisanintegralpartofourcapitalistsociety,andhastransmutedgloballyeven tohistoricallycommunistcountries likeChinaandRussia.
MOOD EXPERIENCE 2
MOOD EXPERIENCE
8TYPOGRAPHY
color flow
gradient swatches
accent colors
WithmycolorsIwanttoreallystayfocusedonastrongblacktowhitegradationandthemusecoolandhot(blues,andreds)asawaytopoptheblackandwhite.I’musinglenticular3DandVHScolorseparationasaninspiration.ThenI’mgoingtoaddsoearth-tonesinthecolorgradingofthephotos.Finally,I’mgoingtopopcertainelementsandtypewithaccentcolors,tojustgiveastrongoutlinetokeyelements.
COLOR THEORY
CD3327
D9E857
FFFFFF BEBEBE 747474 414141 414141
MOOD EXPERIENCE
9ACTION WORDS
CollageImprint
Texture
OrganicGeometry
IwantedtofindandapplysomespecificwordstothewayinwhichIwilldesignthebrandingforthisconference.Thesewillhelpguidemethrougheachstageofthedesignprocess.Texture:Tostayawayfromflatcolorshapeswheneverpossibleand incorporateprints (JacksonPollockpaintings,EleJordanTexture)Collage:Usethehumanisticqualityofcollageasawaytocon-veyidentity.Imprint:Makeastrongfirstimpressionwiththedesigns.OrganicGeometry:Makegeometricshapesaccentuatehumanandnaturalshapes.
Push the envelope and commit design faux pas
ACTION WORDS
PERSONAS 3
16
PERSONAS
AGE
OCCUPATION
STATUS
LOCATION
Motivations Personality
TechnologyGoals
Bio
Extrovert Introvert
Sensing Intuition
Thinking Feeling
Judging Perceiving
Computer & Internet
Software
Mobile Apps
Social Networks
Needs
Power
Social
Growth
Achievement
Fear
Incentive
29Shoe DesignerSinglePortland, OR
Growing up David loved to draw and create. He went and studied design in college in his hometown of Houston, and decided to focus on shoe design. While at university he did an internship at Adidas in Portland. After finishing his degree he moved to Adidas to work as a designer, and has been going strong ever since. He’s interested in branching out, and looking into marketing etc.
• Understand how what he designs is important to others.
• Meet people that are also into shoe culture.
• Meet professionals, like other designers, and learn from them about their fields and how that is directly related to what he does.
To become more connected to designers like himself, and also others who are in different creative fields.
DAVID K.
LOGO DESIGN 4
22
LOGO DESIGN
FINAL
BROCHURE DESIGNAfterconsiderabletrimmingIlandedontheseasthefinalmock-ups.Theemblemwillneverbepartoftheothertwo.
VECTOR & MOTION MOCKUPS
TED LOGO
CONFERENCE LOGO
2121TED
YOUYOU
BROCHURE DESIGN 5
25
BROCHURE DESIGN
FINAL DESIGN: BIFOLD
With thefinalversion I fixedsome registrationerrorsandtriedtofindahappymediumbetweentheblackandwhitedesignandcolorelements.
BIFOLD DESIGN: FINAL PRINT
26
BROCHURE DESIGN
FINAL DESIGN: BIFOLD
BROCHURE DESIGN
27
BROCHURE DESIGN
FINAL DESIGN: BIFOLD
SamplesNotePrintedatfull-sizeandreducedatlettersize(8.5inx11in).Paperstockisa32#semi-gloss80weighttreated.
TICKET DESIGN 6 TICKET DESIGN
30
TICKET DESIGN
FINAL DESIGN
BADGE DESIGN
SideA
SideB
WEB DESIGN 8 WEB DESIGN
35
WEB DESIGN
GRID
Iwantedtobuildmywebsiteprototypetomatchmyactionwords.For‘impact’Idecidedonfullcolorbackgroundsandparallaxscroll-ingtext.Ialsowantedtokeepit“boldinB&W”.ThentogiveitacraftedlookIkeptnavigationsimple.Ibuilttheimagesfirstandwentfromthere.
CONCEPT
BackdropAssets
36
WEB DESIGN
GRID
WEB DESIGN
The grid was developed inAdobe XDwith12columnsat1080pixelsacross.
GRID SET UP
The landing pagewas built with aloopingvideoshowingthebedroomofaHongKong20somethingyrold.
ViewPrototypeHere
37
WEB DESIGN
FINAL DESIGN
HomePage
38
WEB DESIGN
FINAL DESIGN
CONVENTION SPACESpeakerPage
CONVENTION SPACE 9
40
CONVENTION SPACE
POSTERS
CONVENTION SPACE
ForthespaceIwantedtomixB&Wimagerywithcolorimagerysimilartothecolorseparationprocessinprinting.Iwantedtofocusinonuniqueindividualsandpersons.Istartedwithlargevinyls.
CONCEPT
VinylPoster1 VinylPoster2
VinylPoster3
41
CONVENTION SPACE
POSTERS
Iwantedtokeepthebrandingminimalandfocusonthe image.Iaddedageometricelementtotieitbacktotheothermaterials.Theseposterswouldpopulatethespace,hangingfromtheceiling,onthewalls.
VINYL POSTERS
VinylPoster4
Mock-upinspace.
42REGISTRATION DESK
CONVENTION SPACE CONVENTION SPACE
Image
FortheregistrationdeskIrepeatedtheimagefortheoutsidefacadeandbanneredthewholedeskelementandwallbehind.Ithenaddedatricolorposterforasplashofcolor.
REGISTRATION DESK
Mock-upinspace.
43STANDEE DESIGNS
CONVENTION SPACE
Iwantedtheretobeclearplasticstandeeswithsemi=transparentim-agesthatpopulatethehallwaysinsuchawaythatattherightanglethethreecoloredimageswouldblendtogethertogivetheimpressionofoneimage.
STANDEE CONCEPT
ImageA ImageB Mock-upinspace.
44BALLROOM
CONVENTION SPACE CONVENTION SPACE
ForthepresentationsIimaginedthreeindependentscreensonstageandthenholographicscreensintheaisles,eachilluminatedbyprojectors.
BALLROOM CONCEPT
Mock-upinspace.
45EXTERIOR
CONVENTION SPACE
For the building exterior I repeated the imagery of the registrationpieceasadot-printedvinylthatdoesn’tobstructtheinsideviewfromthewindows.Ialsoaddedthetricolorimagesforasplashofcoloronbannersbythesidewalk.
EXTERIOR CONCEPT
Mock-upinspace.
