LAUREN FROMIN FUA I JSCHOOL PUBLISHING CAREER PROGRAM FALL 2013 - SPRING 2014
CONTENTS 1 BOOK PROFILE 3 RESEARCH METHODS 4 BOOK CONSTRUCTION 6 COMPETENCIES 7 PERSONAL CONTRIBUTION 8 PROMOTION 10 CRITICAL ANALYSIS 12 DIGITAL DIRECTION 15 PROJECT OUTCOME
BOOK PROJECT - BOOK PROFILE CONCEPT Students enrolled in Florence University of the Art’s Journalism and visual arts career programs for the 2013-2014 school year produced a publication from start to finish as a collaborative effort. Commissioned by the high-end Italian decor store, FLAIR, the process of creating the book consisted of many different tasks and outside research.
in collaboration with students from Apicius International School of Hospitality. Over an eight month period, a concept was presented and produced including authoring, photographing, designing, printing and marketing of the finished product. Overall, the FLAIR book project provided hands-on, real world experience of the publishing industry.
There were nine courses dedicated to planning and designing the book. A timeline was presented on the first day of class in which case the goals and deadlines of the entire production were mapped out. This project presented the opportunity to work collaboratively with a group of individuals from completely different backgrounds and experience levels with the intent to deliver a satisfactory product to the commissioners. The concept of the book itself is an evocative approach to the world of art and design. The target audience is one with an appreciation for art and perspectives on the subject. The challenge was to convey a story surrounding a store based on furniture and interior decor with a fresh, artistic point of view. The book is a visually driven publication that is paired with pieces of text connecting relationships between art, furniture and inspirations of the FLAIR owners. In addition to the production of the book, an event took place at the FLAIR store to present the finished product to the owners and the contributors. The event was also planned by the students from FUA’s journalism program
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BOOK PROJECT - BOOK PROFILE PROFILE The most challenging aspect of the book project was to find a balance between what the commissioners desired and what the contributors could produce. The main point of the commissioners was to have a book published that did not showcase the FLAIR store as a furniture store. They wanted no direct connection to themselves and especially did not want a catalog of furniture from their store.
different pieces. Many of the photographs were taken from cities around the world where FLAIR has a store, or finds inspiration from including Paris, France and Florence, Italy.
ELEGANT, CLASSIC, MODERN
Ideally, the concept was to depict a world created through points of view from select items in the store. As opposed to presenting individual pieces or complete rooms styled to perfection, photographs were to draw connections from different angles of pieces and relate them to inspirations drawn from art, history, fashion, nature and design. Elegant, classic and modern can be used to describe the creative aesthetic of FLAIR, playing a key role in the store’s influences are 17th century French and 1950s fashion influences. The narrative is told through text and images, however, the book is visually driven with photographs telling an even bigger story than the text. The text in all of the chapters is divided into themes. Initially, the FLAIR aesthetic is written in a very broad way to leave the ability of the reader to make their own conclusions. As the chapters progress, more details emerge to discuss the connection and influences found all over in relation to FLAIR pieces. The book references the past and present based on the design found throughout the store. Images are used to highlight these references and point out the synthesis of different eras expressed in details from
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BOOK PROJECT - RESEARCH METHODS INSPIRATIONS Initially, two books were provided by the FLAIR owners as models for the development of text and images. Both books were larger in size and tailored to high-end lifestyles, yet the text and images were presented in an artistic manner. There were more visuals than text as well, forcing the developing stories to be image driven. Once the overall idea of how to develop the book was established, the client was interviewed in depth intended to channel specific inspirations that drive their overall creative process. Major influences included 17th century France, 1950s, fashion, art and nature. These ties can all be seen in the majority of FLAIR’s pieces, all seemingly timeless and elegant when put together. Present day Florence and Paris provided photos of the referenced inspirations throughout the book. Ideally the inspirations would reflect the products of the client in addition to drive the direction of the book. VISUAL AESTHETIC The layout selected by the client was based on a geometric, clean design. There were various sizes in which the images could be presented. Text however, followed a strict single option in the shape of a square centered in the middle of the page. During the first round of layout design and final text edits, the client wanted to reduce the amount of overall text. This was a major edit to the layout since the texts had already been placed. The images throughout the book focus on details of the pieces found throughout the
FLAIR store. As opposed to a catalog of a furniture store, FLAIR pieces are told as a story through their influences, details, connections and functions. Images of monuments, cities, statues and nature are just some of the references used to highlight the beauty illuminated from FLAIR designs. Collages are used to focus on the client’s history of archived pieces from the past. Black and white is the overall color scheme aside from colors, selected by the client, introducing each chapter.
1950S
ARCHITECTURE
PARIS
BLACK & WHITE
POINT OF VIEW
RAW MATERIALS
FLORENCE
ART
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BOOK PROJECT - BOOK CONSTRUCTION ARCHITECTURE The construction of the FLAIR book in itself references the unique design aesthetic of the store. It is meant to enchant multiple senses and draw curiosity from readers. The dimensions are 24cm for its width and 29cm for its height, falling into the category of “coffee table” book, intended to be looked at and appreciated. The front and back covers are reinforced with a 2mm cardboard panel framed just up to the spine on either side. This detail is homage to FLAIR’s deconstructed look, nothing ever being perfect.
GRID • Margins 10 mm: Top-Bottom-Outside • Margins 15 mm: Inside • 12 Rows/10 Columns • Gutter: 4 mm
The covers also feature a black linen fabric inviting readers to interact with the book beyond a visual sense and touch it. This detail too is very tied to FLAIR’s ability to cause sensory reactions, from the touch and sight of their designs to the scent of fresh candles and sound of soft music in every room. No images are used on the cover, this was intentional. The idea is to lure readers in through curiosity. The FLAIR logo is embossed as a metallic text juxtaposed to the black fabric underneath. This detail, reflects the mix of metals, fabrics and natural details found in FLAIR work. TEXT • Chapter Titles: Verlag-Light-22 • Italian Text: Apollo MT-Regular-11pt • English Text: Apollo MT-Italic-11pt • First Letter New Chapter Text: Big CaslonMedium-11pt
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BOOK PROJECT - BOOK CONSTRUCTION WRITING PROCESS The book’s writing process was a collaborative project. Five students from four different countries and backgrounds jointly contributed to developing the text. Various writing opportunities were presented before official text was written preparing the authors with a range of topics and critical thinking assignments. A creative writing class exclusive to the authors was based around a series of writings from each class, many of which included shorter text stories, since the book commissioner preferred an image driven publication. Text for each chapter and section of the book was later divided into two groups, based on each author’s core competencies. The groups met in person during writing sessions in addition to utilizing file sharing apps available online. These apps allowed for around the clock contributions and edits from entire groups in the event that not all authors could meet. Research of the client’s main inspirations included information about geographic locations (Paris, Florence), historical eras (17th century, 1950s) and fashion. These subjects highly influenced the creation of the text providing cultural references and design aesthetics among others. Generally, drafts were written separately and later edited by each group member and later one single draft was made. This process was used to maintain a single tone throughout all of the text. Feedback was then exchanged from group to group and the final drafts were then sent to the editor for edit rounds. The
editor sent back notes and overall, three drafts of edits were made to develop the final text. The text was created in the English language. However, with FLAIR being an Italian brand, with international clients, they preferred the text be translated to Italian and presented first in the book. The English text was highly received by editors and the client. Yet, when translated to Italian, the text, being evocative, proved to be an issue. The Italian version strayed from the English perspective. This concept of language translation was a huge lesson on international publications and how context may have to change in order to provide the best presentation of that language. The final results of the text and layout were provided to the client for feedback, once approved, the book was sent to print.
TEXT BREAKDOWN
My personal contribution of text involved chapters one and four; Order and Chaos and Shapes and Contours. Both of these chapters begin and end the text of the book. My strengths lay in organizational writing and development. Having the first and last chapters enabled my partner and I to set the opening and closing flow of the book.
DEADLINE SCHEDULE
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BOOK PROJECT - COMPETENCIES COMPETENCIES Seven different courses focused on writing, publishing and marketing, graphic design and photography provided essential knowledge and skills during the production of the FLAIR book. Knowledge Skills
PUBLISHING PR/ MARKETING • Message Development • Industry Costs • Targeted Book Promotion • Ebook Publishing Market • Editorial Calendars • Digital Networking • Promotional Materials Creation • Digital Press Kit • LinkedIn
Efficiencies PHOTOGRAPHY • Point of View • Color Management • Digital Photo Editing • Lighting • Adobe Bridge • Adobe Photoshop • Photo Printing Process • Portfolio Development PUBLISHING AND EDITING • Industry Practices • Networking • Editorial Practices • Client Interviews • E-book Creation • iBooks Author • Digital Collaboration (Google Drive) • Proposal Writing CREATIVE WRITING • Style Development • Critical Thinking • Creative Interpretation • Text Formatting • Writing Short • Collective Writing
COMPUTER GRAPHICS • Branding Techniques • Project Research • Graphic Impact of Elements • Shapes and Forms • Adobe Illustrator • Book Layout Design
EFFICIENCY • Time Management • Organization • Content Responsibility • Deadline Management • Team Communication • Task Delegation and Management
PERSONAL WORK •
LAYOUT DESIGN
•
PHOTOGRAPHY
•
TEXT CREATION
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BOOK PROJECT - PERSONAL CONTRIBUTION SATELLITE PROJECTS A series of projects offered in advance of the book’s text creation and layout development were offered to better familarize with the concepts of the overall book production. Concepts included, theme development, guidelined writing, spead designs, photography associated to text and editing opportunities. Most of the side projects were published in the school’s newsletter and semesterly magazine.
COPY EDITOR
CONTRIBUTING WRITER
COPY EDITOR / CONTRIBUTING WRITER
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TARGET MARKET The primary market targeted for the FLAIR book are consumers of art and interior decor. The market is international as the book is presened in both English and Italian. Due to many of FLAIR’s clients being Russian, the book is promoted to those three main countries. The secondary target market are consumers that appreciate evocative art and elegance, and not necessarily consumers of the products featured in the FLAIR book. More or less, a market seeking inspiration - also international. MARKETING The final book launch event was used as a marketing technique to introduce the FUA community to the final product. The event was planned in stages starting with the date, time, location and guest list. After interviewing the client regarding an event menu, a tasting was planned in coordination with FUA’s culinary and hospitality programs. Apicius’ Cooking Light course prepared a menu and wine pairing with regards to the clients’ recommendations for smaller, lighter fare.
flair
BOOK PROJECT - PROMOTION
We are pleased to invite
to the celebration of 16 years of success
FLAIR
10 April 2014 18:00 PM Lungarno Corsini 24r 50123 Firenze Please RSVP to 055 34875435
Russia
Italy U.S.A
REGIONAL TARGET MARKET
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BOOK PROJECT - PROMOTION FUTURE MARKETING Potential marketing for the FLAIR book could include a strong emphasis on digital marketing due to the visual strength of the book. Sites such as Facebook, Instagram and Pinterest could be utilized in order to interact and engage with FLAIR’s current clients while gaining new ones. A contest to win a copy of the book could be initiated to spread the word of the publication through likes, hastags and tagged photos. This way, friends and followers of those involved in the contest would see information about the book within their feeds, leading to additional impressions for the FLAIR brand.
PRESS KIT Furthermore, a press kit was produced during a PR / Communication and Marketing for Publishing course. • Press Release • Media Pitch Letter • Viusal Book Samples • Book Excerpts • Interview Topics • Author Bio • Event Invite for Press • Launch Event Plan • Strategic Marketing Plan
FLAIR’s website could also post inforamtion about the book with links to purchase online. A major initiative would be to contact influential bloggers that cover interior decor, art, publishing, etc. and have them write a review of the book, possibly by providing them with their own copy. Traditional means including media pitching and press releases could also be used as marketing tactics.
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BOOK PROJECT - CRITICAL ANALYSIS PHASE 1 SESSION A: Book Proposal Photo Research / Ideas Trial Shooting SESSION B: Book Design Samples The timing of the proposal went well with everything submitted on time, however, there were issues if the proposal matched what the client had in mind for orignial concept. The exchange of the layout designs went smooth as well, utilizing the collective working site, Trello. Elements from multiple design layouts were chosen as the format for the layout approved by the client.
INITIAL PHOTO SHOOT
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BOOK PROJECT - CRITICAL ANALYSIS PHASE 2 SESSION C: Text Draft Prepared Finalize Visual Design Layout Client feedback was provided for the text draft and final layout design. A series of practice writing assigments took place to prepare for finalized book text in a creative writing class. Deadlines were set for the remainder of the project and assigned to individual students.
SESSION C: Finalize Book Launch Build Book Project Portfolio Present Book at Launch
FINAL COLOR SCHEME
Though the printing of book and date of the event respected eachother’s timelines, original dates that were set in the summer conflicted with future events. Therefore, the book launch date was changed to avoid overlapping events.
SESSION A: Text Revisions Flair Book Launch Planning Photoshoot for Book Initially, once text was submitted to the client, there was some confusion with the story deveopment once translated from English. The English text flowed well but presented an issue once set in Italian. SESSION B: Complete Layout Finalize Text Photo Touchups At this stage, the text was reworked in Italian to translate better with the English text. During multiple visits, the client approved and edited elements during in-class sessions. At one meeting, there were issues with gathering and presenting all of the digital files in order before the client arrived, therefore, means to improve presentation to the client was enhanced for future meetings. FINAL FLATPLAN
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BOOK PROJECT - DIGITAL DIRECTION PROPOSAL Digital options exist due to the large market of mobile phone and tablet users. Current technology enables the transition of printed publications into digital, interactive formats, bringing more to the user experience. Due to the tactile experience created through the FLAIR book’s elements, an application is recommended to solve the inability to phyically present a book, instead, maintain an alternative interaction. BENEFITS There are benefits in creating an application based off of the printed book including increased awareness and interaction with the FLAIR brand. An application would enable those new to the brand to interact with and become familiar with FLAIR. This app would also act as a marketing tactic to sell the book itself.
cover for the app would approach a more visual experience. The same elements from the printed cover would be included in the digial application’s icon and a different experience would start as soon as the application is opened by the user. Once the application is started, the book cover would essentially construct itself before the eyes of the user. This idea stems from the “deconstruction” of FLAIR’s design aestethic and mix of natural materials with metals. So, the carboard cover would fall into the middle of the screen with the other elements surrounding the main image of the cover. One by one, each element would be added to complete the overall look of the printed cover.
PLATFORM The platform to digitize would be to develop an application available on the iTunes store (iPhone / iPad users) and Google’s Android Marketplace (Android mobile and tablet users). This platform is considered to reach the two largest mobile device sectors in pushing the FLAIR brand to as many users as possible. Applications also allow for additional interactive content over e-publishing, enabling more creativity. COVER ELEMENTS Since the physical cover of the printed book offers much of the sensory experience FLAIR provides, a cover of similar cover would need to be developed. Mobile application icons are unable to give off a tactile presence, therefore, the digital
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BOOK PROJECT - DIGITAL DIRECTION APPLICATION CONTENT The digital application would provide an interactive user experience. Since the FLAIR book is a larger format, evocative “coffee table” item, the digital experience would need to make up for the lack of being able to touch and hold the printed book. The app itself would give users inspiration and ideas based on the book’s visual content. More emphasis of the book’s images will be the focal point, whereas the text is expendable in app development. Users would be able to “flip” through the app as if it were a lookbook of the actual photos from the printed version. If the user likes the look or colors of a certain photo, all they would do is click on the photo to be presentd with a pre-arranged color palette based off the items found in the photo. Additionally, if photos of non-FLAIR items are clicked on, information related to design will accompany the photo. For instance, if a photo of a Paris structure is clicked on, information on when it was built, by who and the inspirations behind its creation or creations it has inspired will be included. A final interaction would enable the user to creat a mood board within the app and save it for later use. Example: a specific piece of furniture is selected within the app from an image, double click on the individual piece and it can be saved on an mood board, similar to a memo board, created by users. User would be presented with the table of contents of the printed book to offer instant access to users to jump to desired content.
COLOR PALETTE GENERATION Based on selected images found in the app from the FLAIR book, a color palette will generate that can be saved for users within the app itself.
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BOOK PROJECT - DIGITAL DIRECTION CONNECTIVE READING In order to connect the app users to the sources found in the book, if the user clicks on an image of an artist’s work or an image of a geographical location, when the design information is presented, links to the sources in the image will also be made available to connect the users to outside information related to the FLAIR book’s content.
EXTERNAL SOURCES Images of non FLAIR items will offer additional information about the image if selected. For instance, double tapping the image of the Pont Alexandre III in Paris, historical imforamtion will pop-up listing links of outside sources related to the image.
DIGITAL PROMOTION Introducing users to the digital content would be promoted in two ways. Individual promotion of the app would include the stores it is sold on, vetting users to write reviews and share it with their friends. The app would be sold for $2.99 and it would in itself promote the printed publication with a link to buy it directly within the app. Additionally, buyers of the printed book would come into contact of the promotion of the digital experience by having a code to purchase the app for free. A short video of the app could be used to promote the experience even further. The video could be played on the FLAIR website with a link to download the app as well. Other digital options to promote the application would include branded sites such as FLAIR’s Instagram, Facebook and Twitter feeds, utilizing a unique hashtag.
Pont Alexandre III
X
“It is made of a single leaf arch that spans the Seine in a great curve, although it is lowered so as not to obstruct the view of the Champs-Elysées or les Invalides. Built in only two years by the engineers Résal and Alby, the first stone was placed by Tsar Nicholas II, although the structure was opened at the 1900 Universal Exhibition. Critics of the time explained the heterogeneous character of the “Exhibition Bridge” by the fact that there were as many artists as there were ornaments. Amongst the decoration are four 17 metre high corner pillars, bearing the four gilded bronze equestrian groups which represent Pegasus held by Fame.” VISIT: http://www.paris.fr/english/heritage-and-sights/bridges
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BOOK PROJECT - PROJECT OUTCOME CONCLUSION The overall book production proved to consist of many different areas of knowledge and skills. The entire process provided an education on topics from art, history, design and photography to graphic design, text creation and editing, book printing and publishing communications. One of the greatest experiences was being able to collaborate with an entire team of individuals, from all different backgrounds, and produce a quality, cohesive final result. The goal to have the book printed in time for the launch event proved successful and the qulity of the final product exceeded expectations. PROFESSIONAL OUTLOOK The FLAIR book project was similar to a professional project assigned to an employee of an actual firm. The process featured a real world look into the publishing and graphic design industry. Many skills were attained by the end of the project that can be transitioned into many different types of professional work. All of the attributes of the project can be applied to many different industries including book publishing, editorial editing and design, literary marketing and PR as well as event planning and management.
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