Branding an Emotion, Process Documentation by Chelsea Roumpapas

Project 1 | Process Documentation| ARTS 361 | Graphic Design Four

G R A T I T U D E branding an emotion Chelsea Roumpapas | Spring 2015 | Fredonia, NY

Table of Contents 04 Project Brief 05 Process Essay 06 Visual Research 10 Ideation 22 Process Work 32 Final 36 I.P. Report 37 Time Record

Project Brief Project Overview In this project each student will be assigned an emotion. They will work through multiple stages to create a framework for the branding of assigned emotion. Students will be required to display an understanding of branding, brand recognition and identity, as well as the creation of package design. Student will show understanding of using the brand across multiple elements in a system. Objectives • To apply typography and information design across a three-dimensional surface. • To develop and apply a visual system across multiple objects. • To continue to develop and apply the concept of audience to your design process. • To visualize complex proposed solutions in an appealing and convincing manner.

Process Essay In this project we were each assigned an emotion in which we were to create a brand and identity. I was assigned gratitude. When initially given the assignment, it was very daunting. This was an abstract concept, and was very difficult to visualize. I began by figuring out exactly what my emotion meant to me. For me, gratitude means recognizing the positives in your life and having deep appreciation for those aspects. Having an outlook of gratefulness in life results in individuals motivated to give back. Once clarifying what my definition of gratefulness was, I began sketching. Our first sketches were to represent ideas that could translate into our logo. I found it difficult to portray an emotion in a concise way that will read to an audience. I sketched any idea that came to mind. From here, I further developed some of my stronger thumbnails at a larger size. This allowed me to not only focus on details, but also keep in mind how the logo will look when a shift in scale is applied. My finalized logo consists of three overlapping hands, all pointing to the right. The word gratitude sits below the hands, set in Futura, all caps. The hands portray the idea of giving back. I based my project and brand off the idea of paying it forward; the idea that if you are grateful for what you have, you will want to spread that positivity to others. From this idea, I started to think about the environment, and giving back to our earth. I decided my brand would sell garden products, and that my packaging product would be for plant seeds. I focused on plants that have the ability to perform phytoremediation; a process in which the plant absorbs toxins from the earth into its roots and then releases them into the air as harmless carbon dioxide and methane. The planting of these seeds is an economical and easy way to clean the earth of harsh metals and chemicals, starting at the root. I wanted my brand to follow this idea of natural and humble brand portrayal. The color scheme I chose consists of a golden yellow, burnt orange, and sage green. These are all colors that reflect nature and portray a sense of tranquility. The packaging materials of my product follow suit. I created burlap bags, and then attached white material to the front where I could Photoshop in the labels. I set up a bench in my apartment to photograph, purchasing dirt to lie around the burlap bags. This continued to follow the idea of using natural elements, and the dirt brought interest and texture into the packaging photographs. I then brought the photos into Photoshop to edit, and place my labels onto. This distorting and warping of forms was something I had not previously done, but I feel the results turned out successful. I feel the branding of my emotion yielded successful results. All elements of my brand concisely communicate the idea of natural products, and giving back. The brand reads across the products, and all elements feel part of a concise whole. Each component references the idea of being thankful, and then paying it forward through revitalizing the environment. I was definitely pushed in this project. Not only to think more abstractly, but to convey a single abstract idea among many elements. I especially liked creating the packaging, and seeing everything come together as an identity. If starting over, I would like to figure out how to push past the creative block I felt I experienced for a large part in the beginning. 5

Visual Research

Ideation: Logotype

Ideation: Collateral

Ideation: Package Design

Process Work

Critique: Shape hand more realistially, focus on refining the curves and shape.

Process Work Critique: Continue to refine form. Edit spacing between forms. Try alternative typeface.

Process Work

Process Work Critique: Utlizie full front and back of business card. Try combining elements from the three variations.

Process Work

Critique: Try a more sophisticated layout to display collateral pieces. Add hint of color to the plant. Further develop collateral wildcard.

Process Work

Final: Logotype, Collateral

G R A T I T U D E

Final: Packaging

Final: Wildcard

Final: Brand Book

Intellectual Property Report Typefaces

True Type Futura book True Type Futura medium Adobe Caslon regular ITC Lubalin Graph book ITC Lubalin Graph demi Open Type Meta light Open Type Meta light italic All typefaces liscenced to the State University of New York at Fredonia.

Photography Chelsea Roumpapas

Computer programs

Adobe InDesign CS6 Adobe Illustrator CS6 Adobe Photoshop CS6 All programs liscenced to the State University of New York at Fredonia.

Packaging

All packaging materials purchased from Joann Fabrics. Packaging created by Chelsea Roumpapas and Rosalie Roumpapas. Plant drawings created by Chelsea Roumpapas, reference from Google Images. QR Code created from online generator. (www.qr-code-generator.com) Barcode created from online generator. (www.barcodesinc.com/generator/index.php) Alpine Pennycress information www.luontoportti.com/suomi/en/kukkakasvit/alpine-pennycress www.ndsu.edu/pubweb/famulari_research/commonSearch.php?plant_letter=A www.ars.usda.gov/is/pr/2005/050614.htm

Indian Mustard Seed information

www.academia.edu/4666040/Indian_Mustard_Brassica_Juncea www.earthisland.org/journal/index.php/eij/article/monsanto_and_the_mustard_seed/ fcit.usf.edu/florida/teacher/science/mod1/resources/phytoremediation.pdf homeguides.sfgate.com/grow-indian-mustard-29628.html

Phytoremediation research

www.ncbi.nlm.nih.gov/pubmed/12929493 ourgardengang.tripod.com/whsuckitup.htm

Information

The Palace Estate used for address information (www.anandaspa.com) Dashama yogi reference for business contact (www.dashama.com)

Research references

Shaw, Gwendolyn DuBois. Portraits of a People: Picturing African Americans in the Nineteenth Century. U of Washington, 2006. Print. Dore, Gustave. Scenes from the Bible. Chartwell, 2008. Print. Hobbs, Jack. Art in Context. Harcourt Group. Print.

Time Record

All time record displayed in hours. Total hours equal to 153.