MONTHLY DIY CRAFT KIT
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CRAFT TOGETHER, CREATE TOGETHER
Crafty Glass Caralyn Elise Estivo Submitted in fulfillment of Senior Project for the requirements of the degree of Bachelor of Technology in Visual Communications: Art and Graphic Design department of Farmingdale State College, State University of New York. Spring 2016
Table Of Contents
01 02 03 04
Introduction Description of how the product idea was developed and how it was influenced
Product Explains what Crafty Glass is and what it does as a company
Value of Idea What makes Crafty Glass idea stand out amongst my competition.
Target Audience Who is Crafty Glass’s target audience, what they do for a living, their likes and dislikes
05 06 07 08
Competition Crafty Glass’s primary and secondary competition and competition matrix
Relevance Statistics from user interviews and research about the company
Visual Strategy Includes branding toolkit description of Crafty Glass. Shows initial sketches of core idea and product
Marketing Advertising in magazine, bus station, on the website, Facebook, and Instagram
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INTRODUCTION
Crafty Glass is a subscription box that is sent monthly with “Do It Yourself � or DIY craft projects using glass, paint, wood, and glitter among many other items. The customer then chooses whether the monthly box is a solo craft box dedicated for the individual crafter, or a craft DIY kit designed for a group of friends and family looking to create an event out of it. The company then ships the customer everything needed, the supplies, directions, and add-on items like chocolates, cheese, and wine, right to their home.
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Creating an idea or concept requires a lot of research and development. No idea is ever perfect, but you can always work the kinks out, and make it your own. Crafty Glass is a craft DIY subscription box designed for the solo crafter and craft event nights with a group of friends, while using a main element of glass in the design. This idea wasn’t one that just came out of thin air, it was one that was created and turned into what it is today. The main founder of Crafty Glass focuses on her family and creating family events. She grew up crafting projects with her friends and family, which is where a majority of her fondest moments come from. Crafting together brought her friends and family even closer and made her feel accomplished. Caralyn wanted to create this same experience for
other people, which is one of the reasons she created Crafty Glass. She grew up constructing craft projects together at her dining room table. Technology, like TV and phones, were put to the side, allowing her loved ones to communicate more freely and undisturbed. Her first design concept was a wine and candy subscription box sent from different regions of the world. It was supposed to incorporate fun information about each region and grapes used to make the wine. Each region had a different blend of flavors, so the customer could experience each region’s blend of flavors from the comfort of their own home. This concept had too many competitors standing in the way, but Caralyn still liked the idea of a monthly subscription box, and the customer being in the comfort of their own home.
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With Caralyn’s busy schedule, she often didn’t have enough time in the day to go to the stores, and when she did, she was often overwhelmed and spent too much time. She subscribed to a subscription box, Glossybox, and loved what it represented. The subscription box was fun, easy, and exciting, trying out all the different products inside. Linking her core product with the ease of getting something delivered right to her door opened a lot of opportunities in the advancement of her core idea. With the start of the research for Crafty Glass she was admired by the take-off of the Paint Wine night, she appreciated what was shared at those nights. Friends and family could bond and drink together, while painting a picture. She wanted to create that for people by using craft for people’s homes and gardens, creating them at events set up in the comfort of the customer’s home. Much like these experiences, each event DIY kit was designed with the option to have add-ons of chocolates, cheese, and wine to make the night a success.
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When she was doing her research, she found that a majority of her targeted audience loved to craft, but had no desire to go to the store to get what they needed. Her audience was more inclined to do DIY projects if all the supplies, descriptions, and atmosphere were set for them. This gave rise to having kits created with everything her customers would ever need, sent right to their door. This created the excuse to get off of their technology and do something proactive with their hands, either with their friends and family, or by themselves. When she first created her idea, it was only designed using glassware of either wine glasses, cups, or mason jars. After more research, she found that the customers wanted more of a variety in the kits she sold, maybe even a mystery to what their kit would be every month. So the idea was slightly changed to incorporate a broader range of craft projects, but still maintained the use of the element of glass in almost every kit.
Caralyn Elise Estivo Founder of Crafty Glass Chrystina Grabowski Age: 22
By launching her senior project, Crafty Glass, Caralyn wishes to have a strong design and concept to showcase in her portfolio to land a job at a graphic design firm. The strong use of photography and advertisement and the creating of both the branding book and Blurb book will showcase all her assets as a designer. Although she would wish to launch the concept into a company, the limited funds to start off may pose a problem. This concept for an event crafting kit could become a success with what’s trending right now in the market place. The benefit for having Craft Glass launch is seeing the bonding experience shared between family and friends, knowing that Caralyn created those moments. Caralyn hopes that her event DIY craft subscription box will make people take the time away from technology, and go back to the basics with people they love, and create something beautiful to hold onto and admire. Crafty Glass required a lot of steps and research to make it into the concept it is today. Caralyn’s past, as well as her research, shaped her idea. Her personal experiences were the major trigger for her idea development. If she grew up differently, or was from a family that centered on sports, her whole idea would be different. Crafty Glass isn’t only a subscription DIY craft kit, it’s a company that inadvertently reflects Caralyn, from the idea, all the way to the completion of the website, and advertisement. 9
PRODUCT DESCRIPTION
“DIY-ing is a terrific way to gain new skills or knowledge� and there is a huge market for crafters. With our DIY crafting kits sent out monthly to our solo crafters and separate craft night boxes made specially for the people that like to craft with their friends and create a fun night out of it. Everything is delivered to your home with everything you will need. With the craft night box we have additional add-ons to make the craft night something special. Crafty Glass will offer a variety of wine and chocolate as add-ons to your craft night kit, so the only thing you have to do is invite people over. Research shows that eighty percent of people would do DIY crafts with friends and family, all they need is the supplies and kit needed to do them without having the hassle of going to the store and getting lost or forgetting something that was needed. Put your trust in Crafty Glass. 10
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INSIDE KIT Let’s Make
SEA GLASS WIND CHIME
DIY STEPS
FLIP OVER FOR STEPS 1. Layout the beach glass in order from big to small in any color order you would like. Separate the glass into six separate lines starting with the biggest pieces first and going to the smallest. Organize the glass in any order you would like. 2. Once the glass is organized to your liking, take the clear string and measure the length of your row of glass, leaving four extra inches on top to tie the string to the piece of driftwood. 3. Place the string on the row of glass and glue the string to the top and bottom of each piece of glass, do this to all the glass pieces and let dry for twenty minutes. 4. Flip over all six lines of beach glass to glue another reinforcing string to the other-side and let dry for another twenty minutes. 5. Next tie the clear string ends (extra four inches) to the piece of driftwood making a knot. Make sure to glue each knot to the wood to keep it together and strengthen the bond. 6. Take the brown rope and tie each end to each side of the driftwood, making a loop to hang in the breeze. 7. Glue the rope knot to keep it from unraveling.
Supplies in the Box 03
01
02
04
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www.craftyglass.com
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WELCOME TO
MONTHLY DIY CRAFT KIT Our mission is to provide an extraordinary crafting experience delivered right to the customer every month with unique DIY craft projects using glass, paint, wood, and glitter among other items. The customer gets to choose the kit they want, whether to craft solo or if they want to create an event craft night with friends and family. Crafty Glass then sends the customer all the needed supplies, directions, and add-on items right to their home. The add-on items include craft Wine, Cheese, and Chocolate to make any evening worth remembering. Our customers love the self-satisfaction of successfully creating something new with their hands. We are committed to delivering a crafting kit the customer can value and appreciate. Giving the customer the opportunity to share their beautiful creations online.
Every month the kit will contain a different DIY project for the customer to create. Each kit will contain a welcome to Crafty Glass card explaining the company and the box, an instruction card, and supplies. The instruction will explain step by step process that are easy to follow. The card will give the customer different design options to choose from with the supplies given. The last step is to take a picture of the completed kit and upload it to the website blog and Instagram. Giving the customer the opportunity to share their beautiful creation and increase the self-satisfaction of successfully creating the project with their hands.
If you have any questions about the new subscription DIY craft kit or if there is anything we can do to make your experience more enjoyable, please call us or check out our website below.
www.craftyglass.com
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Each kit will be assembled the same way with the items arranged on top of white shredded packaging paper to keep the items in place, and keep them protected during shippment.
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VALUE OF IDEA When undertaking a “Do It Yourself ” or DIY project, what matters the most is the self-satisfaction of successfully completing it. Constructing things with their hands makes people value and appreciate them more, and in turn, makes the person keep them for a longer period of time. Crafty Glass is a subscription box sent to the subscriber monthly with DIY craft projects using paint, wood, glitter and glass among other items. The customers choose the box; either they want to craft solo or they want to craft with friends and family and create an event out of it. The company then sends the customer all the needed supplies, directions, and add-on items right to their home. Crafty Glass has a lot of competition; the primary competition comes from DarbySmart, CraftBox, Craftsy and Michaels, while the secondary competition is Pinterest, Etsy, Tinker Crate and Doodle Crate. The main competition is Darby Smart; they launch simple DIY projects based on the latest fashion and home trends. They take these trends and turn them into project kits with chic material and simple instructions. They send these kits right to customer’s homes. 16
DIY projects used to be seen as something middle-aged people made, “Now, young adults under the age of 35 dominate the 29 billion dollar crafting industry”(Fromm). Crafty Glass will be different by not just offering DIY kits for individuals, but including an option for people to take this kit and create a fun and creative night with friends. It will cost significantly less money to have a kit created for a group, than buying individual kits for each person. The customer will save on the shipping cost and the supply material, making it an affordable night to remember. From the research of our target audience, we found that 80 percent of people are more inclined to create craft projects with friends and family. Crafty Glass wants to engage the customers to upload their finished products, show off their work and build a social community around fellow crafters. Craft box is a DIY blog page that has an assortment of DIY projects on the main page. The company also has an updated blog around DIY projects and they sell completed personalized Kraft boxes, steel trays, and wooden boxes. These items are created before being sent to the customers home, no room for the customers to use their own personal touch and craftsmanship. Many people are turning to DIY crafts because they want to experience “empowerment through project initiation, product mastery, and adding economic value to
goods and services” (Wolf). Crafty Glass will make them feel more creative, a sense of accomplishment and self-satisfaction with the end product, as well as develop an interactive bonding experience to strengthen their relationships. The company sends them their own personalized box to master with everything the customer will need included. The best parts of a DIY project is sharing their final creation with the world. People want to Instagram and Pinterest their completed crafts that they are so proud of. By using Crafty Glass DIY kits they can create DIY crafts that are beautiful and deserve to be uploaded and shared with social media. Another main competition is Craftsy, a website that provides education classes and insightful tools to learn the craft of the customers choice in his/her own way, when, where and how they want it to be. They provide Online Classes, which include sewing, quilting, embroidery, cake decoration, and cooking. Craftsy offers project kits right to the customer’s door, from table runners to knitted blankets. They have an updated blog on their website, but all of what they offer is food and fabrics based. The main difference between Craftsy and Crafty Glass is they don’t offer any DIY project centered on wood design or glass projects for the home. People want new items for their home, items to put up on walls, hang from the ceiling, or put on display for their guests without the exuberant costs.
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With Crafty Glass they can create unique items with 2 different boxes: an event box for multiple users aimed for a party or special event, and a solo box for the individual crafter. “By creating a DIY feel for your brand and allowing Generation Y consumers [the segment of the population born in the 1980s and ‘90s] to play an active role in customizing content and products, you will capture the hearts of the DIY generation” (Jeff Fromm). Another main competition is Michaels, one of the nation’s largest retailers of arts and craft materials. What sets Crafty Glass apart from this chain store is the ease of getting what the customer needs to do a DIY project in a timely and efficient matter. No need to go to the store to get frustrated with the numerous items and lengthy isles. Having to buy an item that they may only need a fraction of, or spending more money and time then they need to. No need to worry if they bought the right item and the hassle of traveling back and forth to the store. The customer gets all the materials, directions, and fun delivered right to their door. Pinterest is another online competitor. They don’t sell anything to their viewers, but instead “allows users to visually share, and discover new interests by
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posting images and videos of their own or others’ boards” (Meng). This competes with Crafty Glass because many people post DIY projects on the site. People love to share what they have created with friends, which is why Crafty Glass will have the ability to link their DIY projects they created with Pinterest. We stand out against Pinterest by sending our consumers DIY kits in the mail, with all the products, material, and easy to follow instructions inside. On Pinterest, DIY projects are in blog format and don’t offer any additional benefit for people who want to craft and feel a sense of accomplishment doing so. In the same way that Pinterest operates, our online competitor Etsy functions in a similar matter. They are a “marketplace where people around the world connect, both online and offline, to make, sell and buy unique goods” (Etsy). Crafty Glass is not just another website that sells already made items. Why not create handmade items the way they want to and show their friends and family their talent? Did you know that “84 percent of 18-34 year olds indicated that they are willing to take on DIY projects in order to save money” (Statista)? With Crafty Glass they get to use their creativity, do something constructive and save money in the process.
Etsy has a blog for DIY Projects on their website that offers different projects and ideas for viewers to try at home. It doesn’t give them the materials needed and it offers an obscure supply list of items that they will have a hard time to obtain. Crafty Glass will be composed mostly of DIY projects for the home and garden, using glass as one of the many elements. The package comes right to the customer’s door all ready for their crafting skills to get put to the test. Another competition we have is a company called Tinker Crate, their design principle is to “inspire kids to see themselves as makers and creators, develop critical thinking and problem solving skills” (Tinker Crate). They send their monthly box right to your door. The boxes are designed for children age nine through sixteen. Their overall expectation is to “approach learning with creativity and curiosity” (Tinker Crate). What sets Crafty Glass apart from this competition is the age bracket for their target audience, as well as the product provided inside. From our audience research we found that women and men ages 21 to 40 years old are more inclined to do DIY projects if they do them with family and friends and if all the material is delivered to their door. Tinker Crate is all about science and engineering and getting children to learn, while Crafty Glass is all about taking
the customers creativity and making something they can cherish and value in their home. The last company that shares a common interest with Crafty Glass is Doodle Crate. Although Doodle Crate is designed for children ages nine to sixteen, their design principle is similar to us. “Doodle Crate inspires kids to make something amazing, express yourself, tackle new challenges, imagine, learn new techniques, have courage to try, and be part of the community” (Doodle Crate). Crafty Glass has the same attitude for its target audience, but the type of subscription box is all about “Do it yourself ” projects and is targeted for adults 21 to 40 years old. With the craft night box we have additional add-ons to make the craft night something special. Crafty Glass will offer a variety of wine, cheese, and chocolate as add-ons to the customer’s craft night kit, so the only thing they have to do is invite people over. This is a main reason why our target audience starts at 21 years of age. “Crafters are motivated mainly by a feeling of accomplishment and a need to be creative”(Leonard). Everyone is creative in their own way and we understand that at Crafty Glass, which is why we offer a wide arrangement of kits and craft nights to meet their experience level.
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TARGET AUDIENCE
86 percent of the
targeted audience is female, ages 21 to 40 years old
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PRIMARY PERSONA
Chrystina Grabowski Female Chrystina Grabowski Age: Age: 22 22
From the results of our audience research our primary persona is Chrystina Grabowski, a 22-yearold female who works full time as an office manager for a fence company in the suburbs of New York. She has been with this fence company for 5 years, ever since she graduated high school. She attends Farmingdale State College at night full time, where she is in her final semester working towards a bachelor’s degree in business. She currently lives at home with her parents while saving money to buy a home and pay off her school loans. Chrystina has limited time with going to work full time, as well as college. She often finds herself on Pinterest liking things she wishes she could make herself. She doesn’t want to spend so much of her free time in Michaels or AC Moore finding the material and instructions for crafts for her and her friends to do. Crafty Glass would be great for Chrystina because everything is included in the kit, the supplies, the instructions, and even the option to make it an event night craft kit. Our event craft kit is affordable and doesn’t take an exuberant amount of time to construct. 21
SECONDARY PERSONA
Brittany Rynston Female Age: 30
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Our secondary persona is Brittany Rynston, a 30-year-old family lawyer in New York City. She graduated with a bachelor’s in Communication and Media from Suny New Paltz in 2008. After that, she attended the Hofstra University School of Law and passed the bar in 2012. She currently works full time at a family law firm in the City, although she wants to be a criminal lawyer. She currently lives in Nassau County in an apartment with her fiancé, who is also a lawyer in the City. They are planning to get married in the spring of 2017, although they want a small wedding, they still want all their close friends and family to attend. She often finds herself being inspired by home and garden magazines, Pinterest, and Etsy, but doesn’t always tackle the project because she finds little time to go to the store and find what she needs. With Crafty Glass she will be able to do crafts that inspire her, that are time appropriate, and are conveniently shipped to your home. She sees the value and innovations of hand crafting projects and the quality that can result from putting time into something you enjoy, but doesn’t always know where to start.
TERTIARY PERSONA
Julie Sawyer Female Age: 38
Our tertiary persona is Julie Sawyer, a 38-yearold elementary school teacher and mother of two. She graduated with a master’s in early childhood education; she is currently a 2nd grade teacher in a public elementary school where she has tenure. Julie has been married to her husband for 10 years and they have two children together, a 5-year-old daughter and a 1-year-old son. When she’s not working, she spends her free time at home with her family. They live in two story colonial house on suburban Long Island. When she does have free time, she likes to read a book, watch movies, and enjoy a drink out with friends. She often has friends and family over to entertain and make a night out of it. She enjoys doing crafts and trying new wine with her friends in the comfort of her home. Although her time is limited to make it to the numerous stores, she wishes she had more time to do DIY projects she sees on Pinterest, or had the necessary supplies and kit needed to make her occasional nights with her friends more successful. She would be able to have her kids and husband participate with the DIY kit, making what she creates something special. 23
COMPETITION
Crafty Glass is a subscription box sent to the subscriber monthly with DIY craft projects using paint, wood, glitter and glass among other items. The customers choose the box; either they want to craft solo or they want to craft with friends and family and create an event out of it. The company then sends the customer all the needed supplies, directions, and addon items right to their home. Crafty Glass has a lot of competition; the primary competition comes from DarbySmart, CraftBox, Craftsy and Michaels, while the secondary competition is Pinterest, Etsy, Tinker Crate and Doodle Crate. 24
PRIMARY COMPETITION Leading designers launch simple DIY projects based on the latest fashion and home trends. We turn their projects into kits that include chic materials and simple instructions, and send them to you. Create a unique design and show off your style.
Craftsy is a website that provides Online Classes, which include sewing, quilting, embroidery, cake decoration, and cooking. Craftsy offers project kits right to the customer’s door, from table runners to knitted blankets. They have an updated blog on their website.
Michaels sells a variety of arts and crafts products, including scrap-booking, beading, knitting, rubber stamping, home decor items, floral items, kids’ crafts, paints, framing, greenery, baking and many seasonal items.
Craft Box carries an evolving selection of artisan products that have been hand-selected from makers and small businesses on account of their quality, unique nature, and lovely packaging. They have a DIY blog page with an assortment of DIY projects on the main page. 25
SECONDARY COMPETITION Pinterest is an online competitor. They don’t sell anything to their viewers, but instead allows users to visually share, and discover new interests by posting images and videos of their own or others’ boards.
Etsy is an online marketplace where people around the world connect, both online and offline, to make, sell and buy unique goods.
Tinker Crate is a monthly subscription box meant to inspire kids to see themselves as makers and creators, develop critical thinking and problem solving skills. They box is sent right to their door and are designed for children age nine through sixteen.
Doodle Crate is a monthly subscription kit for children ages 9-16 that inspires them to make something amazing, express themselves, tackle new challenges, imagine, learn new techniques, have courage to try, and be part of the community 26
COMPETITION SUMMARY
Crafty Glass has many competitors; the primary competition is Darby Smart, Craft Box, Craftsy, and Michaels, while the secondary competition is Pinterest, Etsy, Tinker Crate, and Doodle Crate. Although the company has a lot of competition they still can stand out amongst them in the marketplace. With the variety of DIY crafting kits sent out monthly to our solo crafters and separate craft night boxes made specially for the people that like to craft with their friends and
family and create a fun event/occasion. Everything is delivered to their home with all the supplies they will need. Research shows that eighty percent of people would do DIY crafts with friends and family, all they need is the supplies and kit needed to do them without having the hassle of going to the store and forgetting something that was needed. Crafty Glass is a company customers can trust and love.
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COMPETITION MATRIX MORE CONVENIENT
MORE EXPENSIVE
LESS EXPENSIVE
LESS CONVENIENT 28
CULTURAL RELEVANCE
80 percent of people
are more inclined to create craft projects with friends and family
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80%
82%
75%
60%
80% of people do crafts with friends and family. The self-satisfaction of successfully completing a DIY project is really all that matters. Building things yourself makes you value them more.
82% of people do crafts if they have the right materials and easy to follow instructions to complete
75% of people have completed a DIY project and experienced a sense of accomplishment when they were finished
60% of people do crafts with friends and family on a regular basis
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85%
100%
84%
85% of people do crafts around the holidays and for special occasions
100% of people do crafts with their kids or plan to do crafts with them
84 percent of 18-34 year olds indicated they are willing to take on DIY projects in order to save money
“
Crafters are motivated mainly by a feeling of accomplishment and a need to be creative
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AUDIENCE INTERVIEWS
21 / 24 women do crafts
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6 / 10 men do crafts
86% 86% are Female
Percentage of Females
70% 60% 50% 40% 30% 20% 10% 0%
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30
40
50
60
70
Female Age
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VISUAL STRATEGY
Crafty Glass’s first step in creating the company was creating a logo to represent the look and feel of the company. The company wanted a loose feel that looked modern and had a logo that represented what they did. They went with a free handwriting feel with the font type called, Pacifico. They wanted to incorporate a glass element into their logo design. The four polygon shapes were designed to look like stained glass with three bright colors as if light was passing through them on the screen. The logo shows the fun and bright and creative feel of Crafty Glass. 36
LOGO SYMBOL
LOGOTYPE LOGOTYPE Crafty Glass uses the typeface, Pacifico, a fun, modern, and playful script font. This loose script represents the creativity of the company and DIY kits we offer.
n
n
n
n
HORIZONTAL ORIENTATION The logo can only be used in a horizontal format with the logo symbol attached and given proper spacing. Logo cannot be used vertically
CLEAR-SPACE Provide a MINIMUM “n” height of clear space completely around the logo for Crafty Glass at all times.
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COLORED LOGO
The preferred way to use the Crafty Glass logo over a white background. Every attempt should be done like this
If the logo must be placed on a dark background. Use only these two colors.
If a dark background is used, change the logotype to white.
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BLACK AND WHITE LOGO
White logo on a black background
Black logo on a white background
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INCORRECT LOGO USAGE
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COLORS
Pantone Solid Coated 2068c Hex # E100F9
Pantone Solid Coated 2103c Hex # 4900FF
Pantone Solid Coated 2197c Hex # 00F2FF
C : 38 M : 82 Y:0 K:0
C : 80 M : 77 Y:0 K:0
C : 53 M:0 Y : 10 K:0
R : 166 G : 79 B : 158
R : 80 G : 83 B : 164
R : 105 G : 204 B : 226
Pantone Solid Coated Black Hex # E100F9
Pantone Solid p 179-15c Hex # 282829
Pantone Solid Coated 663c Hex # FFFFFF
C : 30 M : 30 Y : 30 K : 100
C:0 M:0 Y:0 K : 95
C:0 M:0 Y:0 K:0
R : 40 G : 40 B : 41
R:0 G:0 B:0
R : 255 G : 255 B : 255
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PRIMARY TYPOGRAPHY Century Gothic Regular Century Gothic is the primary display and headline typeface. It is to be used for large headlines, giving the brand a modern and friendly presence.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDE FGHIJKLM NOPQRSTU VWXYZ 0123 4 56789&$%# 42
SECONDARY TYPOGRAPHY Garamond Regular Garamond is elegant and fluid, making it one of the most legible and readable serif typefaces for use in print. It has a lot of personality and style and contrasts nicely with the serif typeface, Century Gothic, that is used for headings.
Typography Paragraph Examples
Our mission is to provide an extraordinary crafting experience delivered right to the customer every month with unique DIY craft projects using glass, paint, wood, and glitter among other items.
Garamond 13pt font with 14pt leading
Our mission is to provide an extraordinary crafting experience delivered right to the customer every month with unique DIY craft projects using glass, paint, wood, and glitter among other items.
Garamond 11pt font with 13pt leading
Our mission is to provide an extraordinary crafting experience delivered right to the customer every month with unique DIY craft projects using glass, paint, wood, and glitter among other items.
Garamond 9pt font with 11pt leading
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MARKETING STRATEGY
Crafty Glass is going to advertise and promote their products and services to customers using a range of digital devices including computers, smart-phones, and tablets. This will be accomplished with the use of Facebook, Instagram, and Pinterest advertisement. They will also use bus station ads, subway ads, and magazine ads to reach their target audience. Crafty Glass’s website will also be a source of advertisement and result in the final sale of their kits. 44
Marketing for the core idea, Crafty Glass, is mainly going to be through the company’s website. The website for Crafty Glass was designed using Webydo, and hosted by Go Daddy. Crafty Glass owns the Domain name and the email along with it. The website is the main advertisement tool for Crafty Glass. It shows what the subscription DIY craft kit is all about and why it is beneficial for the consumer. The website will be linked through social media sites like Facebook, Twitter, Instagram, and Pinterest. Each social media site will have a direct link to the website where they can subscribe to Crafty Glass with the option of ordering the individual monthly kit, or the event kit. On the social media pages, the promotional and advertising collateral will be shared, and updated every month. The majority of the companies target audience is on these sites daily; therefore, paying to advertise on them will be crucial. There will be a link on the website for consumers to upload their finished designed craft product, the company will then upload the pictures they receive to their blog, as well as Pinterest and Facebook accounts. This community of sharing consumers finished projects will offer additional advertisement. Crafty Glass will have magazine advertisements that will depict finished kits with all the supplies. This will give the consumer a look and feel to what they can enjoy and look forward to if they subscribe to the box themselves. They will advertise in Home and Garden Magazine, HGTV Magazine, and Better Homes Magazine. These magazines are all about DIY, and doing things for their home and garden. Crafty Glass wants to target this
audience where a majority of the consumers actively do projects on their own. Another major place for Crafty Glass to advertise is through Pinterest, where people go to get ideas and like DIY projects. They very seldom go out of their way to get what is needed to do the projects they love. By targeting these consumers, it will give them the option of easily accessing projects they want to do, without the stress of figuring the supplies and directions needed. The Facebook business page for Crafty Glass will help connect users and advertise the company by the positive feedback that all the consumers will have about the company. Advertising on Facebook to consumers who currently search for DIY related projects and who like AC Moore and Michaels, will help grab potential consumers. The advertisements will all have a direct click through to the website where they can learn more about the company and end result of subscribing to a fun DIY craft kit. The final place where Crafty Glass will advertise will be on You Tube, the 15 to 30 second clip will be long enough to get the feel of crafting and explain what the companies about. The slow motion of the movement of a paintbrush and watching as paint meets the canvas for the first time. Showing the consumer the thrill of making something extraordinary out of simple and ordinary material. This You Tube video will also have a click through to Crafty Glass’s Website so the can learn more and subscribe to the monthly subscription.
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MAGAZINE ADVERTISEMENT
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BUS STOP ADVERTISEMENT
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OUTDOOR ADVERTISEMENT
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CRAFT TOGETHER CREATE TOGETHER
CRAFT TOGETHER
CREATE TOGETHER
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CRAFT TOGETHER
CREATE TOGETHER
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ADVERTISEMENT
CRAFT TOGETHER CREATE TOGETHER
CRAFT TOGETER CREATE TOGETHER
CRAFT TOGETHER CREATE TOGETHER
CRAFT TOGETHER CREATE TOGETHER
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ADVERTISEMENT Crafty Glass will use photographs of previous completed kits in all advertisement along with the use of three polygon shapes in the same colors used in logo icon. The logo will be placed in all white on one of the bright polygon shapes.
CRAFT TOGETHER
CREATE TOGETHER
CRAFT TOGETHER CREATE TOGETHER
CRAFT TOGETHER
CREATE TOGETHER
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STATIONARY
Business Card for Crafty Glass 54
Business letterhead, envelope, folder, CD, business card, and logo on erasers. 55
WEBSITE
Crafty Glass is mainly going to advertise through the company’s website. It shows and explains what the subscription DIY craft kit is all about and why it is beneficial for the consumer. The website is designed in a fluid layout so the website is accessible from a desktop, tablet, and phone. The website will be linked through social media sites like Facebook, Twitter, Instagram, and Pinterest. Each social media site will have a direct link to the website where they can subscribe to Crafty Glass with the option of ordering
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the individual monthly kit, or the event kit. The website landing page pictures will be changed monthly to include that months subscription kit photos. There will be a link on the website for consumers to upload their finished designed craft product, the company will then upload the pictures they receive to their blog, as well as Pinterest and Facebook accounts. This community of sharing consumers finished projects will offer additional advertisement.
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WEBSITE AD WEBSITE AD Crafty Glass will advertise on websites like Better Home and Garden, HGTV, and Facebook. The advertisement will be a slight animation loop using geometric shapes in our colors.
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FACEBOOK PAGE
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A Facebook page is another avenue for customers to connect with the brand. Blog content will also be featured on this page as well as photo’s of customers finished DIY Kits
INSTAGRAM PAGE Our Instagram page is going to be used as a promotional page to view DIY craft kits completed by customers, see special offers and giveaways, and follow up on the latest trends.
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TRADESHOW
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ACKNOWLEDGMENT
I would like to express my gratitude to the many people who saw me through this book; to all those who provided support, talked things over, read, wrote, offered comments, allowed me to quote their remarks and assisted in the editing, proofreading and design. Above all I want to thank my boyfriend, Roberto, my daughter, Arianna, and the rest of my family, who supported and encouraged me in spite of all the time it took me away from them. It was a long and difficult journey for them.
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Arianna My beautiful daughter. I’m amazed by your beauty and overwhelmed by the love I have for you. You are my whole world. Thank you for waiting until after my Junior year was completed before coming into my world. I’m grateful that you came into this world, a happy, healthy, and at times a bit of a “grumpy pants.” You are my everything and I love you so much! Roberto For all of your help throughout this year. For proofreading and helping me through the design process with all your feedback. For putting up with me, even when I was stressed out and cranky. For being there always for me and our daughter, Arianna. It’s been a trying year that was made possible with your love and support.
Mom and Dad Thank you for your tremendous support and all the times you babysat Arianna so I could get all my work done. For always being their for me and pushing me to go back to school and get my degree. For being great parents. Professor Thwing and Wild Thank you for your patience, guidance, feedback, and encouragement throughout this year. You’ve helped me push my own limits. Senior Project Classmates This has been a long road but we’ve all made it through with the help and support of each other. I wish you all luck in your future endeavors.
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BIBLIOGRAPHY
Sources Craft Box. N.p., n.d. Web. 02 Feb. 2016. “Crafting Classes, Patterns & Inspiration | Craftsy: Learn It. Make It.” Craftsy: Learn It. Make It. John Levisay, n.d. Web. 02 February 2016. “Darby Smart.” Darby Smart. N.p., n.d. Web. 02 Feb. 2016. “DIY Projects to Boost Savings.” Statista. N.p., 2012. Web. 02 February 2016. “Etsy - Your Place to Buy and Sell All Things Handmade, Vintage, and Supplies.” Etsy. N.p., n.d. Web. 02 Feb. 2016. 72
Goltz, Shlomo. “A Closer Look At Personas: What They Are And How They Work (Part 1) – Smashing Magazine.” Smashing Magazine. 2014. Web. 15Feb. 2016. Goltz, Shlomo. “A Closer Look At Personas: A Guide To Developing The Right Ones (Part 2 Smashing Magazine.” Smashing Magazine. 14 Aug. 2014. Web. 15 Feb. 2016.
“Looking for a Great Gift?” Kiwi Crate. N.p., n.d. Web. 09 February 2016. Meng, Andy. “What Is Pinterest, and How Does It Work?” What Is Pinterest and How Does It Work? Search Engine Optimization, 20 Jan. 2014. Web. 09 Feb. 2016. “Pinterest.” Pinterest. N.p., n.d. Web. 02 Feb. 2016
“Home.” Doodle Crate. Kiwi Crate, n.d. Web. 09 Feb. 2016.
“Why DIY? 5 Reasons to Tackle That Project.” Dream Fearlessly. N.p., n.d. Web. 02 Feb. 2016.
Klosowski, Thorin. “Why DIY Projects Feel Better than Store-Bought Ones.”Lifehacker. N.p., 14 Sept. 2012. Web. 02 Feb. 2016.
Wolf, Marco, Pia A. Albinsson, and Cherylynn Becker. “Do-It-Yourself Projects as Path toward Female Empowerment in a Gendered Market Place.” Psychology & Marketing 32.2 (2015): 133+. Academic OneFile. Web. 9 November 2015.
Leonard, Kim, “$30 Billion Crafts Industry Enjoys Resurgence.” Triblive., 17 Nov. 2012. Web. 02 Feb. 2016.
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INTERVIEWS
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Adams, Emily. “Interview 12.” Online interview. 18 Nov. 2014.
DiCanio, Courtney. “Interview 14.” Online interview. 18 Nov. 2014.
Chacon, Enrico. “Interview 34.” Online interview. 23 Nov. 2014.
Estivo, Annamarie. “Interview 10.” Online interview. 18 Nov. 2014.
Chacon, Kimberly. “Interview 21.” Online interview. 19 Nov. 2014.
Estivo, Chrystina. “Interview 1.” Online interview. 18 Nov. 2014.
Clark, Terrence. “Interview 30.” Online interview. 19 Nov. 2014.
Estivo, Elizabeth. “Interview 2.” Online interview. 18 Nov. 2014.
Collins, Dawn. “Interview 23.” Online interview. 24 Nov. 2014.
Estivo, Laura Dianne. “Interview 4.” Online interview. 18 Nov. 2014.
Collins, Patrick. “Interview 27.” Online interview. 18 Nov. 2014.
Estivo, Leanna. “Interview 6.” Online interview. 18 Nov. 2014.
Collins, Tara. “Interview 9.” Online interview. 18 Nov. 2014.
Estivo, Melissa. “Interview 5.” Online interview. 18 Nov. 2014.
Collins, Theresa. “Interview 7.” Online interview. 18 Nov. 2014.
Evers, James. “Interview 29.” Online interview. 19 Nov. 2014.
Fass, Nancy. “Interview 22.” Online interview. 22 Nov. 2014.
Robinson, Janet. “Interview 19.” Online interview. 19 Nov. 2014.
Fass, Sean. “Interview 33.” Online interview. 20 Nov. 2014.
Rynston, Nicole. “Interview 11.” Online interview. 18 Nov. 2014.
Grabowski, Ann Marie. “Interview 18.” Online interview. 19 Nov. 2014.
Schrader, Heidi. “Interview 8.” Online interview. 18 Nov. 2014.
Hayden, Vincent. “Interview 32.” Online interview. 19 Nov. 2014.
Sciuti, Katie. “Interview 20.” Online interview. 19 Nov. 2014.
McGovern, Shannon Brittany. “Interview 3.” Online interview. 18 Nov. 2014.
Sinnott, Patrick. “Interview 24.” Online interview. 19 Nov. 2014.
Moreno, Roberto. “Interview 31.” Online interview. 19 Nov. 2014. Murphy, Kim Marie. “Interview 17.” Online interview. 19 Nov. 2014. Pantino, Nicole. “Interview 13.” Online interview. 18 Nov. 2014.
Towle, Jesse. “Interview 25.” Online interview. 18 Nov. 2014. Velazquez, Michele. “Interview 15.” Online interview. 18 Nov. 2014. Viggiani, Gregory. “Interview 26.” Online interview. 18 Nov. 2014.
Perez, Auderyrose. “Interview 16.” Online interview. 19 Nov. 2014.
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