BROOKE WHITE | S2897372 MA JOR STUDIO PROJECT
CRAFTFUNK MAJOR STUDIO PROJECT
CONTENTS
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PRODUCT DESIGN Crafted Plates
BUILD A BRAND Who are we? Typeface Swatches Primary Logo Secondary Logo Stationary Packaging Labels Website Store Concept
MARKETING Press Release Partnership Campaign Logo Products Event Branding Social Media Website
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CRAFTFUNK PRODUCT DESIGN
PRODUCT DESIGN
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COLOURS AVAILABLE
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AZTEC
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DIPPED
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POINT
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EDGE
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CRAFTFUNK PRODUCT DESIGN
FOURBIE
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CRAFTFUNK PRODUCT DESIGN
OFFBEAT
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CRAFTFUNK PRODUCT DESIGN
TWIN
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CRAFTFUNK PRODUCT DESIGN
SOLID
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CRAFTFUNK BUILD A BRAND
IDENTITY
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CRAFTFUNK WHO IS CRAFTFUNK?
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CraftFunk is a company dedicated to bringing back the handmade to a world that has become dependent on machines. We believe in the bold, the brave, the quirky, the weird and the odd ones out. We believe in the one of a kind.
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CRAFTFUNK BRAND TYPEFACE
OPEN SANS
AaBb01 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ROCK SALT
AaBb01 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789
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CRAFTFUNK BRAND SWATCHES
COLOUR PSYCHOLOGY
AQUA RGB 21/255/189 UNIQUE – HONEST – STRONG
PURPLE RGB 170/25/213
CREATIVE – ENERGETIC - IMAGINATIVE
EBONY RGB 13/13/13 BOLD – MYSTERIOUS - STYLISH
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CRAFTFUNK LOGO DESIGN
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CRAFTFUNK PRIMARY LOGO GUIDES
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CRAFTFUNK ALTERNATE LOGO
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CRAFTFUNK ALTERNATE LOGO GUIDES
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CRAFTFUNK BRANDING
STATIONARY
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CRAFTFUNK BRANDING
PACKAGING
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CRAFTFUNK PACKAGING
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CRAFTFUNK SINGLE PRINT LABELS
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CRAFTFUNK PRODUCT LABEL
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CRAFTFUNK BRANDING
WEBSITE DESIGN
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CRAFTFUNK WEBSITE
FULL VIEW @ WWW.CRAFTFUNK.COM
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CRAFTFUNK BRANDING
INTERIOR SPACE
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CRAFTFUNK INTERIOR SPACE
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CRAFTFUNK INTERIOR SPACE
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CRAFTFUNK CAUSE RELATED MARKETING CAMPAIGN
CAUSE RELATED MARKETING CAMPAIGN
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THE CHALLENGE
Eating disorders such as bulimia, anorexia and binge eating disorder effect approximately 9% of the Australian population and this number is on the rise. Not only do these people suffer from eating disorders alone, but 60% of them will also suffer from other psychological and physical disorders such as depression, anxiety and substance abuse.
Even though most people are aware of some eating disorders, not many people fully understand the complexity and difficulty of overcoming these disorders. It is an issue that is often swept under the rug because it’s “not as bad as other disorders” and the victims should “just get over it.”
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THE SOLUTION
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CraftFunk will partner up with The Butterfly Foundation to host a series of art and craft days, as well as design a new collection, to help raise awareness and also help those who face the challenge of eating disorders. Hopefully this will enlighten people regarding the challenges of eating disorders and change any negative attitudes towards eating disorders.
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THE BUTTERFLY FOUNDATION
The Butterfly Foundation is one of Australia’s leading support networks for people suffering from eating disorders, negative body image issues and their carers. Butterfly is dedicated to bringing about change to the culture, policy and practice in the prevention, treatment and support of those affected by eating disorders and negative body image. (The Butterfly Foundation, http://thebutterflyfoundation.org.au)
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PRESS RELEASE
BRRISBANE, Queensland: Craft Funk and The Butterfly Foundation are joining forces during the month of September to help combat eating disorders within Australia. The decision was made by both CraftFunk founder and The Butterfly Foundation’s marketing team at a meeting held in Brisbane, Tuesday 12th of May 2015. Craft Funk will launch a new, limited collection of dinnerware on 1st August, 2015 to help support Body Image and Eating Disorder Awareness Week which runs from 1st – 7th September, 2015. Craft Funk will launch this new collection online and it will be available for shipping Australia wide. Following Body Image and Eating Disorder Awareness Week, Craft Funk and The Butterfly foundation will host plate painting events from 8th – 11th September for the general public and family and friends of those who suffer from any eating disorder or related mental illness. Attendees can purchase a $5 plate, with 100% of profits going towards eating disorder research.
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1. TEASER PHASE In the lead up to the event, we will place street posters throughout Australia to promote the campaign and event. This will generate curiosity and get people talking. The poster will feature a link to the campaign website #CRAFTFORCAUSE
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2. WEBSITE COUNTDOWN The website link will appear on posters, leading people to a countdown on the website. This will be replaced with the full campaign website one week before the events, with the countdown still being featured on the site.
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2. LIMITED EDITION PLATES The plates would be a simple design, featuring the butterfly from The Butterfly Foundation logo. Designs would be available in both CraftFunk colours and The Butterfly Foundation themes.
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3. PACKAGING New, limited edition packaging will also be designed and shipped with all purchases of the Butterfly plates.
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4. CRAFT EVENT CraftFunk & The Butterfly Foundation will host a series of art and craft days throughout Brisbane to help raise awareness of eating disorders.
Participants would be able to purchase a blank plate from CraftFunk for $5 and then paint or decorate them using materials provided. Not only a fun activity, but it would mimic art therapy. The $5 will go towards The Butterfly Research Institute (BRI).
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5. EVENT APPAREL Event apparel will be worn by those who are working at the event. These will also be available for purchase at the events and through the website.
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8. SOCIAL MEDIA KITS The help further promote the campaign, we have designed a kit of social media graphics for supporters to use.
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THANK YOU