BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
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e t h i ca l c o n s u m p t i o n
deSCRIPTION
Four Cents More is a for-profit fair trade corporation that centers its mission on ethical consumption and the simple choices that can transform American consumers into worldchangers. We sell and distribute organic gourmet coffee, tea and chocolate with the promise of producing goods that align with our core values of quality, fairness and sustainability. Four Cents More is an opportunity for American consumers to shape the world through the products they choose to purchase. $.04 is the difference in cost between on of our fair trade items and a good that is a continuation of the vicious cycle of bondage. There are an estimated 27 million slaves worldwide, and this effort aims to diminish that number one transaction at a time. In order to launch, this start-up business needed a strong and cohesive visual brand identity to unite beautiful packaging, a resourceful website and bold promotional materials. The identity addresses a logotype, brandmark, and core value icon system. Identity development focused on keeping a fresh, modern aesthetic to be consistently applied across a variety of print and digital formats that tell the stories behind the products. An emphasis on telling the story of slavery is shown via infographics, posters, and tidbits of information placed on the packaging. The designs are based choices and rules that best reflect the core values of the company. For example, the theme of sustainability is traced through tactile packaging materials that are recycled and plantable, the sustainable functionality of each different package and through the core of the brand seeking to create a sustainable world sans slavery.
BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
“IF PEOPLE ARE GOING TO BUY THINGS. LOTS OF THINGS. THEN LET’S USE THOSE THINGS THEY PURCHASE TO HELP CHANGE THE WORLD AROUND US. LET’S MAKE EVERYDAY PRODUCTS FOR EVERYDAY PEOPLE TO SOLVE EVERYDAY PROBLEMS AROUND THE GLOBE.”
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
CONTENTS 08
BRIEF & PROPOSAL
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LO G OT Y P E S
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I D E N T I T Y S TA N D A R D S
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C O R E VA L U E S
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ICON SYSTEMS
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P R O M OT I O N S
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PAC K AG I N G
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WEB DESIGN
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POSTER ADS
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EXHIBITION
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3.3% FAIRTRADE
.4% FAIRTRADE
U.S. COFFEE
U.S. TEA
2% FAIRTRADE
U.S. CHOCOLATE
GRAPH A | 3.3% of coffee sold in the U.S. is fair trade. Source: http://www. verite.org/Commodities/Coffee GRAPH B | .4% of tea sold in the U.S. is fair trade. Note: Percentage is derived from calculation. 1,922,678.26 lbs of fair trade tea imported / 519 mil pounds of tea imported GRAPH C | 2% of chocolate purchased by Americans is fair trade. Source: http://wheatonfairtrade. wordpress.com
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DESIGN BRIEF PROBLEM DEFINED
The problem is that Americans purchase alarmingly high amounts of cocoa (chocolate and coffee) and tea, which happen to be three of the top products that are made worldwide by slaves or farmers that aren’t paid fair wages. For only $.04 more per product they can purchase goods that are created from hands that are treated and compensated fairly.
TARGET AUDIENCE
The target audience – coffee/tea drinkers, and chocolate consumers of America – are mostly young adults between the ages of 18-39. Not only does this age group consume the ma jority of these products but they are increasingly consuming more and more each year. Although a specific jump in coffee consumption echoes across all age groups, it is most significant among those between 18 and 39. Among those 18-24, daily consumption jumped from 40 to 50% between 2011 and 2012 and for the 25-39 group 54 to 63%. 18-44 year-olds consume 1/3 of chocolate in the U.S. 89% of women and 85% of males eat ‘some’ chocolate on a regular basis. More than 53% of this target audience drinks tea. Further statistics show that enormous amounts of money is spent on these products. According a Harvard study 54% (more than 150 million Americans) of Americans drink coffee everyday. $4 billion is spent to import coffee each year. As the second most traded commodity in the world after oil, coffee is a key player in global markets.
PRODUCT FACTS
519 million lbs of tea are imported each year. 1.42 million pounds are consumed by Americans each day. Chocolate is an $83 billion/year business. There are an estimated 218 million child laborers in the world that work in agriculture to produce these products.
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= $100
$90
$40,000
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DIAGRAM | The average cost of a human sold into slavery today is $90, where as in the past, the average slave cost more than $40,000. (Note: $40,000 is a conversion into today’s value of the dollar.) Source: Freetheslaves.net.
DESIGN BRIEF Four Cents More products provide an easy and beautiful solution to buying goods that have an ugly and harmful history to them.
METHODOLOGY
Aesthetic will aim to draw in target audience consumer and educate them on the purchase of fair trade items, hopefully engaging them (in some capacity) in the plight to end world slavery. GOALS/OBJECTIVES
Provide a believable, beautiful and optimally functional (user experience) parallax e-commerce website that proudly displays the brand identity, photos of packaging and interactive features like maps of where the products were created, price differences, and perhaps an inspirational (call to action) history or video that shows the fair trade process of creating 4 cents more products.
DeSIGN MANNER AND CONCEPT
For research I am looking a bit at Real Goods, fair trade markets, and Ethical Ocean (the world’s best source of ethical products). Design means will be catered around the themes of freedom from slavery, (broken chains, open handcuffs, etc.), fair treatment of people (no people were harmed in the making of these products), as well as staying fresh, modern, minimalistic in order for the powerful and bold message to come across on a clean aesthetic.
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
BASIC SYSTEM
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IDENTITY | LOGOTYPE
e t h i ca l c o n s u m p t i o n
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IDENTITY | BRANDMARK
four cents more ethical consumption
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CORPORATE IDENTIFICATION STANDARDS | LOGOTYPE
The brand color helps to distinguish the symbols that represent each word itself, helping to make a visual comparison to the brand mark.
Equal and appropriate leading
e t h i ca l c o n s u m p t i o n Kerning allows for optimal breathing room between letter forms as well as for vertical alignment between words.
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CORPORATE IDENTIFICATION STANDARDS | BRANDMARK
The iconography of the number four, the cents symbol, and plus sign create a paired down brand mark for quick recognition and readability. People observe shapes first, then they notice color and words. The mark was created with this in mind.
Each line of descriptive type are optional when placing the mark on designed materials. The logomark works not only as a set of three symbols, but also including one or both of the taglines.
four cents more ethical consumption Text alignment to the symbols is set optically rather than directly aligning the edge of the circle forms with the type.
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
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CORPORATE IDENTIFICATION STANDARDS | LOGOTYPE
The three brand symbols are set in blue, forming an equilateral triangle. The triangle is carried through identity applications, (i.e. packaging) becoming a motif of Four Cents More.
The logotype is set in Novecento Wide Book, but the S and M have been slightly adjusted to resemble the friendlier S and M of Avenir Light.
e t h i ca l c o n s u m p t i o n For an increased visual weight a slight stroke is added to the number four and plus sign when the logotype is resized smaller.
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CORPORATE IDENTIFICATION STANDARDS | COLOR EXPLORATION
COLOR PALETTE A
COLOR PALETTE B
Although attracted to the vibrant acidity of chartreuse, in relation to Four Cents More’s target audience of young bold American consumers, the adopted blue pallet provides for a fresh, clean global aesthetic. Blue is familiar and eco-friendly, The brand blue looks clean when juxtaposed with light neutrals like whites and warm grays.
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CORPORATE IDENTIFICATION STANDARDS | TYPEFACES
IDENTITY TYPEFACE
PRIMARY TYPEFACE
ABCDEF GHIJKLM NOPQRST UVWXYZ
ABCDEF GHIJKLM NOPQRST UVWXYZ
TYPE 12PT NOVECIENTO WIDE UPPERCASE ONLY
TYPE
SECONDARY TYPEFACE
abcdef ghijklm nopqrst uvwxyz
ABCDEF GHIJKLM NOPQRST UVWXYZ
abcdef ghijklm nopqrst uvwxyz
UPPER AND LOWER CASES
TYPE 12 PT OSWALD FAMILY UPPER AND LOWER CASES (WEB FONT)
USES
USES PRIMARILY HEADLINES
12PT GOTHAM FAMILY
USES LOGOTYPE & BRANDMARK PRIMARILY BODY TYPE
MEDIUMS PACKAGING, PROMOTIONAL
MEDIUMS
MATERIALS, ADS, WEB USE
PACKAGING, PROMOTIONAL MATERIALS, ADS, WEB USE
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CORPORATE IDENTIFICATION STANDARDS | APPLICATION COLOR PALETTE
PMS 7540 C CMYK 0 | 29.9 | 92.2 | 0 RGB 255 | 186 | 55
PMS 185 C CMYK 0 | 99.5 | 89.1 | 0 RGB 255 | 0 | 45
PMS 7425 C CMYK 36 | 49 | 60 | 0 RGB 172 | 135 | 111
PMS 7471 C CMYK 49 | 0 | 25 | 0 RGB 125 | 205 | 200
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CORPORATE IDENTIFICATION STANDARDS | ADDITIONAL RULES
When knocking out either the logotype or brand mark, all weights and spacing remain the same. It is recommended to use the basic symbols of the brand mark as color loss will occur with the logotype.
beautiful! don’t go there
beautiful!
Do not add any strokes to knocked out mark.
don’t go there
The mark and logo can each be placed in the brand color or the 3 flavor colors. The mark and logo cannot be placed in any other color. They can only contain one of the approved colors plus 70% gray. There is no other mixing of colors in the logo and mark other than gray plus one approved color. The mark and logo can be in one approved color in entirety.
beautiful!
four cents more
don’t go there
ethical consumption
beautiful! don’t go there
The logo and mark are not to be skewed, have any type replaced or have pieces altered in any way.
e t h i ca l c o n s u m p t i o n
Do not place symbols of logo mark on any item without having the written words Four Cents More somewhere else on that item. Four Cents More is only to be placed in Noveciento Wide.
beautiful!
four cents more
don’t go there
ethical consumption
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CORPORATE IDENTIFICATION STANDARDS | SCALE CHANGE
100%
75%
e t h i ca l c o n s u m p t i o n
e t h i ca l c o n s u m p t i o n
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CORPORATE IDENTIFICATION STANDARDS | SCALE CHANGE
50%
25%
<25%
e t h i ca l c o n s u m p t i o n
e t h i ca l c o n s u m p t i o n
Any logotype sized below 25% should not include the tagline. The type will be too small to read when sized that small. It is always an option not to include the tagline when placing the logotype on designed material.
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CORPORATE IDENTIFICATION STANDARDS | SCALE CHANGE
100%
75%
four cents more
four cents more ethical consumption
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ethical consumption
CORPORATE IDENTIFICATION STANDARDS | SCALE CHANGE
50%
25%
<25%
four cents more
four cents more
ethical consumption
ethical consumption
A brandmark sized below 25% should not include the tagline. The type will be too small to read when sized that small. It is always an option not to include the tagline when placing the brandmark on designed material.
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IDENTITY DEVELOPMENT | LOGO SKETCHES
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IDENTITY DEVELOPMENT | LOGO SKETCHES
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IDENTITY DEVELOPMENT | PRELIMINARY LOGOTYPES
FOUR CENTS CENTS MORE MORE FOUR
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4CM
IDENTITY DEVELOPMENT | PRELIMINARY LOGOTYPES
FOUR
¢
MORE
FO U R CENTS 4 MORE
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¢+
IDENTITY DEVELOPMENT | PRELIMINARY LOGOTYPES
FOUR CENTS MORE
OCO 4
+
CO.
X
4¢+
4
C CO
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+
IDENTITY DEVELOPMENT | PRELIMINARY LOGOTYPES
¢ 4
+
4
.. . . FOUR CENTS ¢ + MORE
C +
4CM 35
IDENTITY DEVELOPMENT | DIRECTION CHOSEN
4 CO + O e t h ical con s um p t ion
e t h ical con s um p t ion
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IDENTITY DEVELOPMENT | REFINEMENT
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
BRAND TONALITY
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CORE VALUES | ICON PATTERNS
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CORE VALUES | ICON DEVELOPMENT
BEAUTIFUL
In icon development, the list was originally narrowed to five core values. As the project progressed, three became a common theme in the Four Cents More Identity. There are three words in the name, three symbols in the brand mark, the triangle is a common motif, and there are three products with three flavors each. As three seemed an appropriate number of core values, lasting and stable were merged into quality because of their similarity, and beautiful was discarded, as Four Cents More speaks beauty in its visual branding.
FAIR
SUSTAINABLE
LASTING:
STABLE
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CORE VALUES | FINAL ICONS WITH DESCRIPTIONS
QUALITY
FA I R
S U S TA I N A B L E
Quality was added to the final list of core values, because quality is something that our target audience seeks in the brands they love. Four Cents More ensures premium quality products for our consumers, while also advocating for increased quality of life for our farmers across the globe.
We stand for a fair and honest world. By offering 100% fair trade products, we ensure that our raw materials are never mixed with those harvested by the hands of slaves, at any part of the process. We refuse to work with companies or middlemen that endorse slavery anywhere in the life cycle of our products.
Sustainability isn't just about the earth, or eco-friendly plantable packaging â&#x20AC;&#x201C; it's about creating a sustainable future for generations of families all across the globe. This means continuously ensuring an extensive look into every part of the creation process of our goods. No slavery allowed.
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SYMBOL SYSTEM | WEB DESIGN ICONS
USDA TRADE
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SYMBOL SYSTEM | PRODUCT ICONS
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PRODUCT ILLUSTRATIONS | TEA PATTERN EXPLORATION
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PRODUCT ILLUSTRATIONS | FINAL TEA, COFFEE & CHOCOLATE
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
APPLICATION SYSTEM
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BRAND IDENTITY | ABOUT
ABOVE | anachalproject.org’s “The Faces of Modern Day Slavery” RIGHT | fightslaverynow.org on “Labor Trafficking”
BRAND IDENTITY | ABOUT
WHY CREATE A BRAND OF GOODS? When contemplating my thesis, I knew I wanted design something for good. I knew I wanted to use design as a powerful tool of communication to fight modern slavery. After attending the Passion 2012 conference in Atlanta, Georgia, and working with 40,000 other youth to “Do Something Now” about the 27 million slaves worldwide, I realized how much of a problem there really is. We raised $3 million in two days, and through that, I realized how tangible results really are. I began with a non-profit organization that became an educational campaign against sex trafficking. When looking at the scope of my project, and the target market I was designing for - hip young Americans - I realized that they didn’t want to see creative blood and gore subway ads, but something marketable to them. Our generation is tired of being asked for money to help a cause we’ll never see, and are often too busy to take the steps to travel across the world for this cause. The organizations that I am personally drawn to are the ones that are powerful and offer feasible solutions to doing something now, like slaveryfootprint.org which
offers a beautifully designed survey that will tell you how many slaves you “own” based off the items you have and the food you consume. They offer the resources to help you contact the companies of your favorite brands to ask if any form of slavery occurs in the lifeline of their products. I wanted to relate to my target audience in a way that makes it easy and obvious for them to “Do Something Now” to help fight this modern day slavery pandemic. So I tapped into the wallets of Americans by producing a line of goods that are made ethically. Americans are not going to stop consuming. Specifically, they are going to increasingly continue to consume coffee, tea and chocolate, according to research. My project is focused on rerouting consumer decisions by making them educated on the products they’re purchasing. The first question a consumer would ask of my ethical products, would be, “Well, how much more is it going to cost me?” Yes, they want to buy products that give them a feel good satisfaction of helping a great cause, but not if it’s going to cost them much more than their favorite cup of joe. Four Cents More answers that question in the brand name, and by offering
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premium gourmet products, Four Cents More is confident in the purity of tastes that we offer, knowing our customers won’t have a hard time making the switch to our coffee, chocolate and tea. ABOUT Four Cents More sticks to our core values of Fairness, Sustainability and Quality in all that we do and in all that we produce. We do not allow for any middle men in the process of turning raw goods into delicious products and getting them to America from all across the globe. We ensure that each of our products are fair trade, certified organic, and are contained in recycled and plantable packaging made from seed paper. If you are dissatisfied with any of our products or any part of your shopping experience please do not hesitate to call us directly or contact us via fourcentsmore.com
PROMOTIONAL ITEMS | DIRECT MAILER FRONT & BACK
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PROMOTIONAL ITEMS | GIVEAWAY TOTE BAG FOR REUSABLE SHOPPING
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PACKAGING | FLAVOR COLORS
CHOCOLATE ALMOND TOFFEE COFFEE HONEYSUCKLE TEA HONEY
CHOCOLATE PEPPERMINT COFFEE PEPPERMINT TEA PEPPERMINT
CHOCOLATE LIGHT MILK COFFEE LIGHT ROAST TEA EARL GRAY
USED ON POINT OF SALE AND IN STORE INSTILLATIONS (OR RETAIL DISPLAYS)
All Four Cents More packaging is printed on Latte Brown Plantable Seed Paper in one color. Filled in swatches represent colors available for use. Those left in outline may not be used on the package displayed.
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PACKAGING | POINT OF SALE CHOCOLATE SHELF PACKAGING
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PACKAGING | NUTRITION FACTS REDESIGN
NUTRITION FACTS 280 Cal. (50 fat) 1 Serving (50 g)
*
Percent Daily Values are based on a 2,000 calorie diet.
9% Total Fat (6g) Saturated Fat 4g Trans Fat 0g Polyunsat. Fat 0.5 g Monounsalt. Fat 1.5 g
0% 6% 6%
Cholesterol, Sodium Carbohydrates Calcium, Iron
The Nutrition Facts for Four Cents More products are designed with the classic layout of Nutrition Facts in mind, but with a greater emphasis on clarity and hierarchy, for easier use and readability.
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PACKAGING | NUTRITION FACTS REDESIGN
NUTRITION FACTS 280 Cal. (50 fat) 1 Serving 50g
*
Percent Daily Values are based on a 2,000 calorie diet.
9% Total Fat 6g
6% Total Carbs 19g
Saturated Fat 4g Trans Fat 0g Polyunsat. Fat 0.5 g Monounsalt. Fat 1.5 g
Dietary Fiber 5g Sugars 7g Potassium 300mg Protein 4g
0% 6%
2% 2%
Cholesterol, Sodium Carbohydrates
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Calcium Iron
PACKAGING | POINT OF SALE CHOCOLATE SHELF PACKAGING
f o u r c e n t s m o r E .c o m
four cents more ETHICAL
FA I R T R A D E
QUALITY
CHOCOLATE
PACKAGING | POINT OF SALE CHOCOLATE SHELF PACKAGING
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PACKAGING | CHOCOLATE BAR OUTSIDE
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PACKAGING | CHOCOLATE BAR INSIDE
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PACKAGING | CHOCOLATE BAR FRONT & BACK
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PACKAGING | CHOCOLATE BAR INSIDE
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PACKAGING | CHOCOLATE BARS IN ASSORTED FLAVORS
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PACKAGING | CHOCOLATE BARS IN ASSORTED FLAVORS
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PACKAGING | ASSORTED CHOCOLATE BARS (FRONT)
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PACKAGING | ASSORTED CHOCOLATE BARS (BACK)
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PACKAGING | COFFEE BAG OUTSIDE
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PACKAGING | COFFEE BAG INSIDE
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PACKAGING | COFFEE BAG
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PACKAGING | COFFEE BAG
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PACKAGING | COFFEE BAGS IN ASSORTED FLAVORS
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PACKAGING | COFFEE BAGS IN ASSORTED FLAVORS
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PACKAGING | COFFEE BAGS IN ASSORTED FLAVORS
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PACKAGING | COFFEE BAGS IN ASSORTED FLAVORS
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PACKAGING | COFFEE CARRIER OUTSIDE
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PACKAGING | COFFEE CARRIER INSIDE
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PACKAGING | COFFEE CARRIER FRONT VIEW
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PACKAGING | COFFEE CARRIER SIDE VIEW
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PACKAGING | COFFEE CUP SLEEVE AND TOP
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PACKAGING | COFFEE CUP FRONT & BACK
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PACKAGING | COFFEE CUP SLEEVE & TOP
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PACKAGING | COFFEE CUP FRONT & BACK
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PACKAGING | TEA BAG OUTSIDE
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PACKAGING | TEA BAG INSIDE
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PACKAGING | TEA BAG FRONT & BACK
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PACKAGING | TEA BAG FRONT & BACK
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PACKAGING | TEA BAGS IN ASSORTED FLAVORS
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PACKAGING | TEA BAGS IN ASSORTED FLAVORS
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PACKAGING | TEA BOX OUTSIDE
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PACKAGING | TEA BOX INSIDE
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PACKAGING | TEA BOX FRONT
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PACKAGING | TEA BOX BACK
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PACKAGING | TEA BOX INSIDE
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PACKAGING | TEA BOX
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PACKAGING | TEA BOXES IN ASSORTED FLAVORS
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PACKAGING | TEA BOXES IN ASSORTED FLAVORS
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PACKAGING | TEA BOXES IN ASSORTED FLAVORS
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PACKAGING | TEA BOXES IN ASSORTED FLAVORS
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PACKAGING | TEA BOXES IN ASSORTED FLAVORS
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PACKAGING | TEA BOXES IN ASSORTED FLAVORS
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PACKAGING | TEABAGS
FRONT
TEA
BACK
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PACKAGING | TEABAGS
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The company website functions as an e-commerce shopping experience while also maintaining a focus on do goodery. Educating our customers on the stories of slavery helps our them better understand and appreciate the safe and fair journeys that our products have had.
Website
The home page serves as an overview of the companyâ&#x20AC;&#x2122;s campaign against slavery, social media, and promoting sales of our products. Three separate divisions of the shop tab allow the customer to shop for chocolate, coffee and tea in an easy-to-navigate user friendly manner. The web pages are designed for efficiency and to clearly and beautifully showcase our products. The Four Cents More page teaches the customer about our company, the core values we stand by, and the promises of our products. The Do Something page offers the consumer a chance to learn the facts of modern day slaver and gives them resources and encouragement to do something about the knowledge theyâ&#x20AC;&#x2122;ve gained. Meet Aly is a special page, telling the story of a 12-year-old boy named Aly through sliders. We believe that real stories speak louder than facts or statistics and want our consumers to put a face to the people that suffer from the sales of non fair trade products. A contact form allows Four Cents More the opportunity to listen to what our customers have to say other than via social media or direct communication.
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WEBSITE | HOMEPAGE
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WEBSITE | FOUR CENTS MORE PAGE
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WEBSITE | MEET ALY PAGE {SLIDER 1}
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WEBSITE | MEET ALY PAGE (SLIDER 2)
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
AD CAMPAIGNS
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DIAGRAM | According to a CNN pole asking if Americans would be willing to pay more for chocolate if it meant that it was slavery free, more than 80% of over 1,000 Americans polled, responded that they would â&#x20AC;&#x153;in a heartbeat.â&#x20AC;? Source: http://eatocracy. cnn.com
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Our ad campaigns are developed to provoke Americans to do something by adjusting their consumption decisions. The campaign centered around the simple choice in the moment’s pause it takes to decide which cup of coffee or bar of chocolate to buy.
CAMPAIGN BRIEF
While American consumption trends heavily focus on the safety of the earth and animals, Four Cents More places emphasis in the fair treatment of people, thus the evolution of the idea “Humans were not harmed in the making of these products.” From that idea, spawned the “Raw Materials” campaign, purposed to evoke emotion from consumers and inspire them to do good, by making ethical decisions in their daily consumption.
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POSTER ADS | SHOW POSTER #1
CAMPAIGN Ad Campaign #1: Raw Materials CORE VALUE Quality MEDIUM Photoshop & InDesign SIZE 23.5 X 16 in COLOR PROFILE Working RGB AIM/GOAL To represent quality of life for the farmers who harvest the raw materials for Four Cents More products. TACTICS Visualize “quality of life” with tangible symbolism of love and home created in coffee.
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POSTER ADS | SHOW POSTER #2
CAMPAIGN Promotional Poster CORE VALUE N/A MEDIUM Illustrator & InDesign SIZE 23.5 X 16 COLOR PROFILE Working RGB AIM/GOAL To provide a promotional image that shows Four Cents More as a brand seeking to break the bond of slavery.
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POSTER ADS | SHOW POSTER #3
CAMPAIGN Ad Campaign #1: Raw Materials
CORE VALUE Fair
MEDIUM Photoshop & InDesign
SIZE 23.5 X 16
COLOR PROFILE Working RGB
AIM/GOAL To visualize fair trade with a specific Four Cents More product.
TACTICS A small poke at the familiar phrase “animals were not harmed in the making of this product” shows Four Cents More’s dedication to the fair treatment of humans. Employing the golden mean, type and image are combined using the icon as a physical scale.
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POSTER ADS | SHOW POSTER #4
CAMPAIGN Promotional Poster
CORE VALUE N/A
MEDIUM Photoshop & InDesign
SIZE 23.5 X 16
COLOR PROFILE Working RGB
AIM/GOAL To belittle the four cent difference separating our fair trade products with those made by slavery.
TACTICS The ad visualizes four cents with a photo collage of whole and portioned every day items that are worth exactly four cents of the American dollar. For example, the average Crispix piece of cereal is worth one cent, so four pieces are shown.
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POSTER ADS | SHOW POSTER #5
CAMPAIGN Ad Campaign #1: Raw Materials CORE VALUE Sustainability MEDIUM Photoshop & InDesign SIZE 23.5 X 16 COLOR PROFILE Working RGB AIM/GOAL To convey the beautiful and ecofriendly benefits of the seed paper that Four Cents More packaging is printed on. TACTICS The ad visualizes how deeply Four Cents More is rooted in the cause of sustainability around the globe. The seedling represents the potential to plant discarded packaging so the seeds in the paper can grow.
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SHOW BANNER | HANGING FRONT & BACK
four cents more ethical consumption
e t h i ca l c o n s u m p t i o n
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POSTER SERIES | AD CAMPAIGN 1
PHOTO A-C | The “Raw Materials” Campaign seeks to reflect the raw earthiness of Four Cents More products with an emphasis on good through a correlation with our company’s three core values.
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POSTER SERIES | AD CAMPAIGN 2 PHOTO A-C | This second campaign places a stronger emphasis on our finished materials, specifically the products in brand packaging. Each core value is paired with a product category that we sell: tea, coffee or chocolate. The copy writing focuses on a dual definition for each value, the first to make it relatable to the consumer, then tieing it in with our world view.
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POSTER SERIES | CONCEPT POSTERS
PHOTO A-B | Concept posters were developed to add symbolism and depth to the Four Cents More printed branding. By seeking to visualize abstract ideas, the concept posters provide a deeper (and visually darker) contrast to our lighter and brighter advertisements. LEFT | These eight thumbnails represent the process and variety of creating final print posters.
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POSTER SERIES | PROCESS POSTERS & OTHER OPTIONS
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
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BASIC SYSTEM | CORPORATE IDENTIFICATION STANDARDS
EXIT SHOW
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EXHIBITION | SHOW PHOTOS
LEFT | The exhibition included five posters, shelves displaying packaging, the working website, and a few promotional items. This book was also displayed to show process work and serve as an identity manual for the Four Cents More brand. . ABOVE & LEFT | Detail shots of the show setup.
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EXHIBITION | SHOW PHOTOS
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ŠBRITTANY ROBERTSON 2012 | The entire contents of this book and all Four Cents More collateral were created during the fall semester of 2012 at the University of Georgia for the Lamar Dodd School of Art Graphic Design Exit Show.