Stephanie Schneider FLORENCE UNIVERSITY OF THE ARTS PUBLISHING CAREER PROGRAM FALL 2013
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SPRING 2014
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JSCHOOL
TABLE OF CONTENTS
THE
CONCEPT
1
THE RESEARCH 4 THE CONSTRUCTION 7 COMPETENCIES 11 PERSONAL CONTRIBUTION 12 BOOK PROMOTION 14 PROJECT OUTCOME 16 DIGITALIZED DIRECTION 17 CRITICAL ANALYSIS
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Stephanie Schneider
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Flair Book Project
THE Content
As students at Florence University of the Arts in the Publishing Career Program, we were commissioned to compose a book from start to finish for the client FLAIR, a luxury furniture store in Florence (with other locations in Milan, New York and Rome). The owners Alessandra Tabacchi Mariotti and Franco Mariotti, along with the guidance from the professors at FUA, students collaborated to carry out their vision. FLAIR wanted to produce a luxury coffee-table book that would depict their distinct and elegant style in an inspirational and artistic way. THE MESSAGE -timeless -detailed -abstract -beautiful -sensory experience
The book was intended to be a reflection of not only the FLAIR stores, but the curators themselves, as the purpose of this project would be to satisfy their personal dreams of making a book.
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
The Concept
Stephanie Schneider
2
Initial FLAIR Meetings The initial meetings consisted of discussion of the message and content of the book. Message: The purpose of the book would be to represent the creativity and stimulation of the FLAIR store in an abstract and artistic way in both text and images. Owners provided two books as reference: Dior Book, and Flair Book. Key points: -Not an average interior design book - Highlighting details and references from the store, and owner’s personal inspiration - Echoing the distinct FLAIR style Content: The content of the book would be text and images that mimicked the message. In the beginning steps, students focused on preparing the overall inspiration and ideas for an outline of book text from technical to creative. FLAIR provided references from books as well as visits to the store and interviews with the owners provided inspiration. Key Points: -Creative research for Images and Text -Frontmatter, Backmatter, Text Body, Number of Pages -Outline of themes, topics, ideas such as: Black And White, Classic, Fashion, Illustrations, Paris, Dreams, Visual vs. Sensory effect, Architecture, History, Interior Design,
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
The Concept
Stephanie Schneider
3
P RELI M I N AR Y
END
RE S U LT
A distinct profile of the book is determined using evident themes from FLAIR, depicting their style. Based loosely on the following topics: -Order and Chaos, Logic and Rigor, Design and Detail, Muses and Catalysts -Text would be developed in this series of four chapters, not too detailed, or heavy -Images were to reflect this feeling and idea, and be a main focus.
Challenges: Finding the right inspiration and trying to pinpoint the vision of the client that would fit their unique and particular tastes.
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
The Concept
Stephanie Schneider
4
RE S EARC H THE RESEARCH
As a group we narrowed down the necessary refer ences in order to produce the proper research and inspiration for the content of the book. The following methods began more vague, and then became more focused with further meetings and feedback from FLAIR. Challenges: After receiving feedback from client we tried to balance between what the commissioners desired and what the contributors could produce as far as both text and images. Research Methods I: Text: -analysis of interior design books vs. fashion (technical vs. artistic) -interviews and information gathering with clients (website/press analysis) -brainstorming and collective writing Images: -images on fashion, interiors, architecture, culture, cities of reference -books: design books, coffee-table books, fashion books -specific design research: Bauhaus, Art Deco, 50s etc.
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
The Research
Stephanie Schneider
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I N S P IRATIO N E V OCATI V E D E S CRI P TI V E
I N S P IRATO N
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
Inspiration
Stephanie Schneider
Research Methods II:
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RE S EARC H A N D I M A G E S
Accompanied by the initial research and feedback, material for the book became increasingly clear regarding the text and images. Text: Drafts had been returned and creative writing had begun for final text. Images: abstract and detailed photographs were taken by students at the FLAIR store as indicated by clients, as well as from cities, nature and other points of reference. Text: -final draft is compiled and prepared using finite themes -research on collective writing and writing short -collaborative and creative text writing Images -photographs begin taken at FLAIR store -multiple store visits, photos are abstract and detailed -preparation of mock book cover and chapter layouts presented
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
The Research
Stephanie Schneider
7
THE CONSTRUCTION Book measurements and layouts were defined and students worked with this approval to design mock spreads for the final book. Overall look and aesthetic had been determined, and technicals were then formed in place to accommodate this.
LA Y O U T A N D ARC H ITECT U RE
Layout: The general layout would be that photos were placed on the left page and text on the right. The four chapters that divided the book would include an image on the left, and color block page on the right including the chapter title. Pages would be either black or white to balance the elegant theme and sophisticated style of the book. The working number of pages in the book was between 160-200, and the final product was a total of 192 pages. A flatplan was created in order to organize the pages and was used as guide for the overall flow of the book. Text: - Typology Setting: text would be placed in a small boxes in the middle of page - measurements of the GRID that was followed: margins 10 mm: top-bottom-outside 15 mm inside 12 raws/10 columns Gutter 4 mm - Quotes were placed on two either full pages, or one page along with image on the other - Fonts: Chapter Titles: Verlag Light, 22 pt Italian Body Text: Apollo MT Reg, 11 pt English Body Text: Apollo MT Italic, 11 pt
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
The Construction
Stephanie Schneider
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Images: -photos on the left and text on the right -quote pages: two full pages, or image on left and quote on the right -pages that included double images would have one large image on one page and a small image on the other, in different sizes, sometimes including a border. Cover and Pages: Because FLAIR desired a coffee-table book that would be substantial and elegant, the cover was a very important element. After proposals were submitted that were developed by students, we had a clear idea of what the client wanted. The purpose of the cover was to evoke emotions, interest and elegance through the physical touch of a texture. It was decided that the cover would be covered in fabric, in a dark color, with the FLAIR logo appearing on it as the only text. In the initial stages FLAIR requested pages be of 25w/29h. The pages for the final book would be reduced 24 cm wide/ 29 cm in height as recommended by printer to optimize printing. -black fabric was chosen and wrapped around two 300 gram cardboards, to form the cover -the cardboard for the cover was 2mm thick, front and back -title on the front of book was printed in Dark Grey Color (CMYK) with Metallic Hot Print technique for glossy finish -'perfect binding' was the technique used to bring pages and cover together -pages were stitched together as to form the 'signature' (form of all of pages together) -paper for pages 170 grams
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
P A G E S
CO V ER
BOOK PROJECT
The Construction
Stephanie Schneider
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H I S TOR Y
Challenges: The collage pages were added near the end stages of the book production. After the second last meeting with FLAIR, the client decided that they would like more photographs in the book incorporated from their history. The issue was that the images they provided were not good quality for print. The collage was the best option for incorporating these photos to keep the look of the book professional. The final photographs that were chosen for the finished book were a combination of images from the store that looked unconventional (not like a commercial space), details of specific furniture shot in an artistic and visually interesting way and were often combined with photos that referenced the shape, design, feeling or muse of another.
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
The Construction
Stephanie Schneider
10
G U I D ELI N E S WRITING PROCESS
The writing process for the book was divided into two stages. The initial stage was to put together a rough layout of text involving the main topics and chapter divisions. The five students in the Publishing program prepared this collectively as a group, using the references and inspiration that was provided by the clients when the project began. The final rough editorial draft was then presented to FLAIR, and certain changes were decided regarding the content. The second stage of the writing process involved a more in depth and creative writing to produce the final text. Because the text in the book would be minimal, as the book was more image focused, it was important to write clearly and concisely. We prepared to write the final text through various activities such as practicing writing short and referencing interior design books for language and feeling. (Writing Short and Murani) The Introduction along with the Four Chapters of the book were divided amongst the two writing teams, based on their competencies and writing styles. The book would be translated in Italian, however the text by students was written in English.
D EA D LI N E S
RE F RE N CE S
Challenges: Collective writing posed a challenge as it usually effects the tone and voice of the overall work. Especially considering we (the students) all came from different backgrounds (America, Canada, Panama and Vietnam) that were not all native English speaking. The groups for assigned chapter writing were devised to accommodate this challenge. Some cuts were made to the final text regarding the “Dream� component that was eventually removed totally from the book. As well as the Italian translation was too literal, and lacked sense culturally, so this was later modified. The text was also decreased in length, however as far as content, not much was changed from the final editorial draft to what was placed in the book.
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
The Construction
Stephanie Schneider
11 COMPETENCIES
InTRO AND INTERMEDIATE Photography Knowledge Acquired: Point of View, Lighting and techniques, Color Management, Digital Photo Editing Tools and Software: Adobe Bridge, Adobe Photoshop, Photo Printing Process, Portfolio Development
Computer Graphics Knowledge Acquired: Branding Techniques, Detailed Project/Client Research, Shapes and Forms, Impact of Graphic Elements Tools and Software: Adobe Illustrator
Personal Skills Developed: Creative and Historical research, Enhancing Images, Visual direction, Focus and Effeciency
Personal Skills Developed: Facilitating Book Layout Design, Creating Shapes, Altering Images, Graphic Industry Tools and Understanding, Understanding Elements Vision/Market/Client
Publishing and Editing
Publishing PR/ Marketing
Knowledge Acquired: Industry Practices and Functions, Networking, Proposal Writing, Editorial Practices
Knowledge Acquired: Message Development, Industry Costs, Targeted Book Promotion, Ebook Publishing Market, Editorial Calendars, Digital Networking
Tools and Software: Client Interviews, E-book Creation, iBooks Author, Digital Collaboration (Google Drive) Personal Skills Developed: Working in Editorial Context, In-Depth Research, Personal Publishing Skills, Collaboration Creative Writing Knowledge Acquired: Writing Short, Style and Development, Collaborative Writing, Text Formatting, Style Development Tools and Software: Google Drive, Microsoft Word Personal Skills Developed: Creative Interpretation, Critical Thinking, Personal Style and Tone, Combining Works, Multitasking and Deadline Management
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
Tools and Software: Adobe InDesign Personal Skills Developed: Networking and Marketing, Targeting Angles, Publishing House Functions, Costs and Strategy for Book Production, Preparing a Press Kit and other Promotional Materials Book production Knowledge Acquired: Composition and flow of work, creating a book brief, spread creation, editing of graphics, printing process, book architecture, photo quality, following grid and flatplan, layout geometry Tools and Software: Adobe Photoshop, Adobe InDesign, Adobe Illustrator Personal Skills Developed: Organization and Deadline Management, Client Communication, Analysing Interpretation of Feedback, Book Layout and Design Process, File Management, Multitasking and Effeciency
BOOK PROJECT
Competencies
Stephanie Schneider
12 Personal Emphasis on Projects
B LE N D I N G
M A G A Z I N E
F ALL
2 0 1 3
Areas of Specialization: -
Business and Communication Degree Fashion Styling Publicity Management/Supervisory roles
Areas of Assistance: -
Writing/Editing Software Adobe Bridge, Photoshop, Illustrator, InDesign Networking Knowledge of the Publishing Industry
Learning Points and Satellite Projects: Magazine Course Fall 2013
- Edited Fashion and Social Sections for Blending Magazine - Wrote 2 Articles – Business of Blogging and Before the lights there was white - Modeled in Fashion Spread on the Renaissance - Designed article layout for Business of Blogging Article in cluding illustration. Magazine Course Spring 2014
- Attended Pitti Uomo event and interviewed Marketing Director of Antony Morato Menswear Label - Wrote/Edited full Article aboout Antony Morato, for Magazine - Designed magazine layout for articles: Antony Morato, Shrimp and Pineapple Recipe,and Yellow108 articles - Assisted styled Fashion Shoot with Jerry Ingram for Editorial - Designed fashion editorial layout for Fashion shoot, including text
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
Personal Contribution
Stephanie Schneider
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M A G A Z I N E
S P REA D S
The magazine courses provided a wide variety of knowledge and preparation that helped with the book production. Interview skills, as well as editing, and writing practice were used for producing the magazine. As well as gaining more familiarity with the software such as InDesign, file sharing and organizational skills.
Personal Knowledge and Skills Gained: - Creative Research Skills with art, history, architecture - Producing stylized references with images - Software: Adobe Photoshop, In Design, Illustrator, Adobe Bridge - Interviewing Skills - Client Communication and Organizational Skills - Publication functions/design – Magazines and Books
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
Personal Contribution
Stephanie Schneider
14 Event Analysis
FLAIR Book Presentation Party LOCATION: FLAIR Store GUESTS: 30-40 HOSTS: FLAIR and FUA CATERING:FUA APISCUS Culinary/Pastry Students, Chef Massimo Bocus TIME: 19.00 – 21.00, April, 10, 2014 The party was well planned in advance, and the venue was a perfect size for an event of this kind. If there had been more people, there would have been issues with the movement of the guests as the space would be tight. Also the possibility for damage would have increased. In conclusion I believe that the event went so successfully because it was well organized and communicated in advance, and the ratio between the guest number considering the location was a good balance
P ER S O N AL S A M P LE I N V ITATIO N
Highlights: - Event ran according to schedule with little interruption - Elegant menu of canapĂŠs was well received - Speeches were thoughtful and professional - Service was excellent - Positive guest and client feedback
ACT U AL Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
I N V ITATIO N Book Promotion
Stephanie Schneider
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Book Promotion and Launch
The ideal readers of FLAIR book in general, would be people in creative fields; such as design, architecture, fashion, interiors etc. FLAIR book could be shared through a variety of outlets, depending on client preference. In-store: - By displaying it naturally like they do other coffee table books, would be the best way to market it - Making it available to their clients/potential clients as a pro motional tool, as visionary look-book would be a good idea as well Outside Store: - Showcasing the book at a design week(Salone di Mobile in Milan), - In niche artistic bookstores and museums, would be a wise market ing tool as well - Another marketing angle would be to place the book in boutique or high-end hotels. Online: - Marketing could focus on their own website (www.flair.it), or tar get design websites/blogs (www.vogue.it) that share a similar vi sion to FLAIR.
F LAIR
B OOK
Target Market: FLAIR has a niche market because of the caliber of furniture that they curate, and the type of client that they attract. Still the book can be coveted and understood by anyone who appreciates beauty, art and history and design. The market to target for selling the book would be artistic people, also considering it’s price (retails for 35 euro), and there is a small window for purchase. FLAIR has a good base of clients around Europe and Russia. Some emerging markets to focus on for promotion would be luxury locations like Dubai, Abu Dhabi, Hong Kong, Sao Poalo, Buenos Aires.
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
I M M ER G I N G M ARKET S
BOOK PROJECT
Book Promotion
Stephanie Schneider
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T H E
P ART Y
PROJECT OUTCOME
Flair Book Project was an overall success. Most deadlines regarding the book were met and the organization and planning was well prepared ahead of time. Among the challenges were group colloboration, as five students were responsible for writing a unified text. Also a learning curve with regards to software due to first time use demanded more time and practice. Professional interactions with clients were strong. Most meetings went well, but the gretest challengs because this was a firt time projects also for them, was to capture exactly what they wanted. Perhaps more meetings and a clearer communication with the client regarding the final product would have assisted with this set-back. Photos had to be retaken and text changed and removed, but as all projects of this weight the overall outcome has been fantastic.
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
Project Outcome
Stephanie Schneider
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Digitalized Direction:
Touch is an important element for FLAIR book, as the intention is to provide the reader with a sensory experience and feeling. The vision for FLAIR book as a digital version would be best as an Application. The APP would be a compressed version of the book, eliminating text, besides the quotes. The purpose of the APP would be more like a lookbook and promotional tool to sell the book, and create interest. The APP could be sold on “Newstand� through Apple, where magazines online magazines/journals are purchased. The APP would indicate a link to the FLAIR website, and Ingorda/FUA website to indicate where book can be purchased and lead the viewer to more information. This APP would be to enhance awareness and promotion to FLAIR, in a well directed sector like magazines. It is also a luxury coffee table book so this maintains the image of FLAIR. COVER: A digital APP eliminates the fabric effect on the cover. A digital image that gives the illusion of richness and texture should be used as an alternative to mimic this effect as shown:
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
FLAIR A closer look inside
N E W S TA N D
D I G ITAL
A P P
CO V ER
BOOK PROJECT
Digitalized Direction
Stephanie Schneider
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PHASE 1
SESSION A: Book Proposal Photo Research / Ideas Trial Shooting SESSION B: Book Design Samples
TE N TATI V E S C H E D U LE
SESSION B: Complete Layout Finalize Text Photo Touchups For the most part we were 60-70% on track with the tentative schedule. Changes for text included some to the Italian translation. Some images had to be retaken for cities like Milan, Paris and Nature as well as photographs of the store to meet client needs. During the last few client meeting regarding proposal we could have been more prepared and organized for the presentation.
Elements were completed on time to present to clients. Pulled together draft from ideas and awaited feedback from client. This was done in a timely fashion and there was not that much changed from the initial proposal besides some Chapter Titles reworked, as well as some ideas regarding content. SESSION C: Finalize Book Launch Trial shooting went well and many photos were approved. Build Book Project Portfolio Present Book at Launch Phase 2 SESSION C: Text Draft Prepared Finalize Visual Design Layout
Book was prepared and printed on time for book launch. The official launch occured on April 10, 2014 which was earlier than forecasted. Overall the launch party was a success as well as the book.
Drafts and complete written content based on approved proposal was prepared, also on time for client to review. Visual layout for the book proposal was prepared and approved by client and fine tuned, regarding their preferences. There was not many changes regarding the Critical Analysis: content, besides the “dream� chapter being removed, and an issue with translation of Italian text. Clients wanted more Improvements for Future: photographs as opposed to text. The general layout was according to their taste. - Clearer/more communication between client and curators regarding overall details/aesthetic SESSION A: Text Revisions - More organization and preparation for client meetings Flair Book Launch Planning - Clearer understanding and vision presented to client as this Photoshoot for Book was their first time doing such a project
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
Critical Analysis
Stephanie Schneider
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P ER S O N AL F LAIR S P REA D S
Conclusion
In conclusion my personal experience in these collective projects have been truly rewarding. I gained an immense amount of knowledge from a creative standpoint, regarding creative research and expression. Some of the spreads I produced went into the book unchanged, and I am very proud of my ability to make artistic connections, designs and organize creative flow, as well as understand the client. My writing personal writing style has been devloped, and professional communication skills have been enhanced. I feel confident in my contribution to the book project. The tools and skills that I have gained through these projects can assist me in a variety if areas if work, whether it be in publishing or creative/design work. I have gained competence in many diverse areas and feel confident in my skills to manage a variety of professional fields.
Florence University of the Arts Career Publishing Program Fall 2013 // Spring 2014
BOOK PROJECT
Critical Analysis
SSFINE SSS.S