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GEDALYA KRYCER | GRAPHIC DESIGNER
TABLE OF CONTENTS
3
Meet the Client
11
Website
4
Research
13
Client Reaction
5
Logo Design
14
Self Critique
7
Business Suite
15
Process Book Forms
9
Employee Shirts
16
Output Requests
MEET THE CLIENT Meet Jenae Hightower of European Flair Designs. She runs a high end interior design firm that specializes European/Modern interior designs. Her unique interior spaces can be found all over the country and even internationally, with many happy clients living in them.
The Problem The problem that Jenae started to notice was that it was getting hard to attract new clients. Everyone heard good things about her company, but not many people were following through and hiring her company for new jobs. The reason for this is that Jenae didn’t have a website that really featured EFD’s work. This of course dissuaded many potential customers from using her company’s services. If they can
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not see her past work in an easy and accessible way, then they would just move on. Her company also didn’t have a cohesive brand identity. The only identifying piece of collateral they had was a very generic Vista Print card. Nothing about it spoke to “Modern High End Design” or “Flair”.
The Research After meeting with Jenae, I did a lot of research on the interior design industry and European Flair Designs style. EFD’S provides a vast range of interior styles to their clientele, however they really specialize in Modern and European spaces. The modern influence can be seen in clean lines and minimalistic forms. The European influences speak out in elegant colors and forms that are still subtle and complement its modern counterpart. The competition’s identities seemed to really play off these themes with elegant and classic typography based logos. Many featured strong and regal serifs, or a mix of bold san serifs and light script in their word-marks. Fellow interior designers like Mary McDonald and Meridith Baer both feature simple type based logos. Their online portfolios promote their work first and follow up with only very brief descriptions. This really gave me a strong direction on how to design the look of EFD’s brand. There needed to be a harmony between simple and elegant lines, mixed with romantic and classic colors and forms. The work needed to be presented bold and upfront, with little distraction from copy.
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LOGO DESIGN Logo Comps The client also specified that she wanted a scripted monogram and a “goldish” brown color. Anything after that was up to me.
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Final Logo Design After receiving feedback from the client on the logo comps, I tweaked the colors and produced this final mark
FONTS Museo Sans Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Ww Zz 1 2 3 4 5 6 7 8 9 10
=
COLOR PALETTE
Black C0 M0 Y0 K 100
Grey C0 M0 Y0 K 85
Gold PMS 124 C C6 M 35 Y 100 K0
Spacing around the logo should not be less than one “O” that is in “European”.
Monogram can be used as a decorative element and as a favicon.
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BUSINESS SUITE Business Card Comps The front of the card was established with the client, leaving the back layout up to me. The overall design of the card would help dictate the look of the rest of the business suite.
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Final Business Suite After feedback from the client, we ended up with this minimal, yet elegant look for the stationery.
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EMPLOYEE SHIRTS Shirt Designs Both the female and male polo shirts feature; an embroidered logo, gold buttons and gold trim around the collar and sleeves
Female
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Male
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WEBSITE Portfolio Web Design Web layout that features the client’s portfolio in different categories, her bio and contact information.
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INTERNATIONAL
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PROCESS BOOK FORM Total Job Hours Additional Costs
32 hours 30 minutes Print Production Business card: $600 | 500 count | Gold Foil on 40pt cotton card stock Envelope: $370 | 500 count Letterhead: $160 | 500 count | Textured White Paper Employee Shirts: $200 | 4 Count Miscellaneous Website Hosting & Domain Fees: $96 annually
Delivery Type
Digital Dropbox link to the logo in a .jpg, .png and .pdf file formats. Access to the website’s Squarespace account. Print Business card, envelope, letterhead and employee shirts is shipped from the print house to the client’s address
Job Total Cost
File Names
Software Used
Font List
References Used
Type of Binding Process Book Size
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Production: $1,426 Design Fee: $1,950 Total: $3,346 EFD_logo.ai, EFD_f-Shirt.psd, EFD_m-Shirt.psd, BC_Front.ai, BC_Back.ai, Letterhead.ai, Envelope_Front.ai, Envelope_Back.ai Illustrator, Photoshop, InDesign, After Effects, Squarespace 7, Microsoft Word
Museo Sans 300/500/700, Avenir Next Condensed-Regular, Edwardian Script ITC Client Interviews, Pinterest, Creative Blog, MaryMcDonald.com, MeridithBaer.com, EllenDecor.com, Houzz.com, LushHome.com, Trendir.com, Flickr.com Loose Leaf Sleeve Binding 8.5” x 11”
OUTPUT REQUEST
Client Contact Information
Location Output Media Print Production Production Quantities
Jenae Hightower | Principle Designer | European Flair Designs (702) 528-8022 Jenaesgifts@cox.net www.EuropeanFlairDesigns.com Las Vegas, NV Digital Prints, Foil Stamping, Website, .jpg, .png, .pdf Crop Marks, Bleeds, Embroidery, PMS 124 C Business card: 500 count Envelope: 500 count Letterhead: 500 count Employee Shirts: 4 Count Website: 1 Count
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CLIENT REACTION
“
I want to thank you for your excellent execution on hitting and exceeding
everything I needed and wanted in my branding and the development of my website. Your advice has been greatly appreciated and I am so looking forward for the finish product.
I love how you brought two
worlds together with Modern and Traditional. I love my logo it’s so sophisticated yet so elegant. The polo shirts were really well thought out because I do high end design and I appreciate the more polished shirts good job on that! The letter heads and all the other items are just what I needed to make my business flourish. I really like the color palette and the new fonts for flair designs really consistent.
Thank you for your patience, and your advice, you are a very talented
”
artist and it has been a growing experience working with you because I have
learned so much on what it takes to build your logo and a website. I am truly happy with what you’ve created and cannot wait for the final results. I so appreciate your determination and your brilliant mind.
— Jenae Hightower, Principle Designer European Flair Designs
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SELF CRITIQUE
“
For this project I created a logo, business suite, employee shirt design
and a website. The overall experience was great and I believe I hit all the marks I was going for when developing and then creating this brand. The client had a pretty clear idea of what she wanted for her logo, which meant all I had to do was execute. It did go through a number of revisions, but the final product was well worth it.
Once I established the logo’s look and feel, the business suite sort of fit
right into place, really naturally. The minimalistic approach worked well with the very large knocked back monogram for contrast. Designing the t-shirts was a lot of fun as I could be as creative and subtle liked with them. The biggest
”
undertaking for me was the website. It has a lot of content and gathering all the pictures and descriptions was a challenge. However, I got it all done before my deadlines and the client is very happy with the look, so I am satisfied with it.
—Gedalya Krycer, Graphic Designer Gedalya Krycer Designs
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THANK YOU