PROJECT BOOK

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INTRODUCTION

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What you’re about to read is the journey of how Titus International, a small, locally owned surf school, was transformed into Titus Surf, a highly recognized company known for their charitable efforts, friendly staff, and ability to teach anyone how to surf in a positive and uplifting environment.

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TABLE OFCONTENTS

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COMPANYRESEARCH

CREATIVEDEVELOPMENT

STYLE GUIDE

FINALDESIGNS

Who is Titus Surf?The GromlettesKey FindingsCampaign Goals

Creative BriefMood BoardsThe New Face of TitusWeb DevelopmentSocial NetworksPrint Development

Logo UsageTextures & BackgroundsColor PaletteTypographyImages

Print CollateralSocial NetworkingMerchandiseRadio AdvertisementWebsiteYouTube Channel

COMPANYRESEARCH

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WHO IS TITUS SURF?

Troy

Smith“Meat Head”

According to Troy, “Titus is just a simple surf company. We love to surf and share the lifestyle and culture with others. Back in 1999, Titus started out as two boards and a smile, but here we are 14 years later still enjoying what we do best...helping people surf.”

Along with great camps and excellent staff, Titus Surf is known for their charitable efforts. 15% of all profit go to helping those in need. Efforts include community outreach, volunteer work, and international mission trips. This information will also be included in the brochures, on the website, and included with product packaging.

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THE GROMLETTESTitus Surf’s campaign will be developed to appeal to middle class youth who are interested in surfing as a lifestyle, a culture, and a sport.

Location: South-Eastern coast of Virginia

Age: 8–16 years old

Gender: Male & Female

Interests: Surfing, Skating, Sports

Titus Surf is willing to teach anyone who is able to learn. Titus Surf understands that this audience cannot enroll and participate in these classes on their own. The campaign will also cater to the parents and guardians of their audience.

The target audience for Titus Surf consists mostly of young people. Titus Surf seeks to transform these children into groms, which is surfer slang for “young surfers”.

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KEY FINDINGS

-Season runs from May 1st to October 1st

-Each instructor is CPR certified

-Titus dedicates 15% of profits to charity

-Titus’ current website is incomplete

-Titus takes missions trips to Costa Rica

-Prices for surf classes are cheaper than most

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-Rebrand Titus’s identity as an easily identifiable surf company-Raise awareness of the company in their local community-Create platforms for Company/Customer interaction-Develop a clear target audience

CAMPAIGN GOALS

STYLEGUIDE

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ACCEPTABLE USAGE OF THE TITUS SURF LOGO

PLACEMENT SPACING

COLOR VARIATIONS

VERTICAL

BLACKNORMAL WHITE

HORIZONTAL

STACKED

.5” Top & Bottom.75” Left & Right

.5” Top & Bottom

.75” Left & Right

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UNACCEPTABLE USAGE OF THE TITUS SURF LOGO

PLACEMENT

COLOR VARIATIONS

VERTICAL

BLUEINVERSE ORANGE NON-BRAND

HORIZONTAL

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TEXTURES & BACKGROUNDS

All textures and backgrounds must be clearly recognizable as something you would see at the beach such as waves, sand, and shells. The textures above are examples of sand. The examples below are acceptable images as backgrounds as they clearly portray the beach.

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IMAGES

All images used should portray people having fun in a surfing environment. Children who are surfing should be shown with an instructor nearby in order to communicate safety. Images should be communicate the feel of Titus Surf which is energetic, positive, and fun.

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COLOR PALETTE

R: 0G: 93B: 255

R: 242G: 126B: 47

R: 96G: 182B: 232

R: 250G: 164B: 28

Pantone7684 C

Pantone7684 C

Pantone2915 C

Pantone2915 C

C: 82M: 64Y: 0K: 0

C: 1M: 62Y: 93K: 0

C: 56M: 13Y: 0K: 0

C: 0M: 41Y: 99K: 0

These colors were chosen for the Titus Surf color palette because they not only express similar colors you see at the beach, but they also communicate Titus’ look and feel. They are soft, vibrant, and express fun, excitement, and positivity.

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TYPOGRAPHY

These typefaces must be used whenever copy is displayed. Bauhaus 93 is used for Titus Surf’s logo type as well as headlines. Calibri will be used for taglines and general body copy. These typefaces were chosen because they are easy to read and have a styling that work well with Titus’ brand and market sector.

TYPOGRAPHY

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CREATIVEDEVELOPMENT

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CREATIVE BRIEF

This is a place holder for the full version of

the Titus Surf creative brief. You can read this if you wish but it won’t contain

any useful information, at least as far as describing the process behind the creation of the

assets. It will, however, express the look of this page by acting as what would have been able to provide

the aformentioned details of the creative process. As I said earlier, you will not gain any usefull information by reading this text. You will, however, gain non essential information such as how this text, in and of itself, does not provide any actual useful information.

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MOOD BOARDS

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THE NEW FACE OF TITUS

Titus International and the logo for the company,

did not express who the company was or what they did. For the rebranding

process, my goal was do develop the new brand mark of the logo and the type for the name

into something that would easily communicate what kind of services the company provided. I

experimented with the droplets from their original logo, surf boards, canopies from their surf camps, and waves.

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WEB DEVELOPMENT

The original Titus International website, although functional, is not very user friendly or complete. Some of the pages lack information while others are “under contrction”. This website has been redesigned from the ground up and will feature the completed version of their current website with some extra content and a functioning shop where customers can purchase merchandise. It will also have a redesigned gallery where guests can view images and videos from the surf camps.

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SOCIAL MEDIA

I misplaced my files for this page so these squares will act as a place holder until I can find them and replace them. The images will be sketches and mock ups of the banners and avatar thumbnails. This text section will still be a text section but will explain the process behind developing the social media assets.

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PRINT DEVELOPMENT

I misplaced my files for this page so these squares will act as a place holder until I can find them and replace them. The images will be sketches and mock ups of the flyer and brochure. This text section will still be a text section but will explain the process behind developing the print pieces.

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FINALDESIGNS

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TITUSSURF.COM

This is the newly developed Titus Surf website that replace the company’s original site. This website is clean, easy to navigate, and provides a lot of content that will offer plenty of reasons for customers to return time and time again. Each page will contain useful information and awesome pictures from the surf camps. There will also be an online shop.

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SOCIAL NETWORKING

Titus Surf’s social media network will have a consistent look and feel. Instagram will feature images taken by the instructors at Titus Surf. Tumblr will have stories from the camps, mission trips, and charity work. Facebook will be the homepage of the social media network containing links to all of the other sources.

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A YOUTUBE CHANNEL

Titus Surf will have their own YouTube channel for their audience to view awesome content. Videos will feature surf camp sessions, international trips, and other various activities from the instructors and students.

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MERCHANDISE

A new line of merchandise will be developed for purchase and give-aways. A set of rash guards will be created for the students and available at the online shop. Stickers will also be created and can be applied to car windows, surfboards, and just about anywhere else.

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FLYERS & BROCHURES

brochure goes here

Flyers and brochures will be developed and can distributed in a multitude of ways. They can be handed out at events, left on counters at local surf shops, and included in the Titus Surf product packaging. These print assets will contain information such as who Titus Surf is, what they do, prices, and contact information.

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RADIO MARKETING

A short radio advertisement will be created. Radio ads are cost effective and can reach a large amount of people at the same time. Ads will be played on stations such as Hot 100.5 and 88.5 The Current. These stations share similar audience with Titus Surf and even offer deals to local companies such as Titus Surf.

Titus Surf Campaign Project Book

by Jaried Frogosa