Masters Thesis For MDMFA by Gillian Salit

Incorporating eco-fashion Into the ELLE brand

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Introduction W E L L E AWA R E

Incorporating eco-fashion Into the ELLE brand

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researching fun and interesting. This zest for the unknown definitely showed through her work at Circle One Marketing in East Norwalk, CT and also at Lunchbox LLC in Culver City, CA. Gillian successfully created promotional programs, advertisements, packaging concepts, branding initiatives, radio scripts, television commercials, and more both individually and on teams. She was also given the opportunity to shine as a team player in some instances and team leader in others.

Even today, Gillian Salit doesn’t define herself as a graphic designer. When asked, she says that she is a communications designer, a creative conceptor, a professional problem solver, an idea generator. Born and raised in a small suburban town in Connecticut, Gillian had an unsatiated hunger for information. Always asking questions, perhaps this quest is what pushed her to graduate magna cum laude from Syracuse University’s College of Visual and Performing Arts with a concentration in Communications Design in 2005. The constant need to learn made working and 4

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She has participated in internal critiques, presentation preparation, and brainstorming sessions. She has interacted extensively with clients by giving formal presentations of the creative team’s work. She managing photo shoots, interactive development and recording radio sessions. Some of her clients include Tasty Baking Company, Sunoco, Inc., and Kobrand Wines and Spirits, Walmart, Unilever, Massimo Zannetti Beverage Company, Cadbury Schweppes America’s Beverages, Campbell’s Soup Company, Duracell, Gillette, to name a few. Gillian has an exciting and creative future ahead of her and she can’t wait to see what is in store.

Research

Strategy

Standards 40

Solution

I n i ti a l r e search “...Sustainable fashion is no longer attached to the hippy tie-dyed stereotype of the past”

Process taken What is the process used when undertaking this type of project? Why is it necessary?

P ri n t See the final execution of the magazine advertisement to be displayed in an issue of ELLE magazine.

C o m pa n y Prof iles Learn about ELLE Magazine and Fashion Delivers Charitable Foundation, Inc.

Mo ti o n g r a p hi c See the final execution of the “fatboy” expandable banner advertisement to be displayed on ELLE. com.

I n t e r a c ti v e See the final execution of the program’s promotional microsite.

C r e ati v e Br ief Learn about the objectives and project goals for this corporate initiative.

Mood Board See how chosen elements up to this point function together in a creative setting.

P ri n t s ta n d a r d s Learn how each print element will evoke the same emotion and visual connection, further the overall creation and build of the WELLE AWARE brand.

Ta r g e t A ud ience Who will identify with the WELLE AWARE sub-brand? What is her personality profile?

Type & color dec ision 30 Why were certain type faces and colors chosen? What made them appropriate for this project and this subbrand?

B r a n d s ta n d a r d s Learn about the essence of a brand: everything that the WELLE AWARE stands for in an icon, symbol, typeface, color, or image.

Re s e a r c h Paper “...Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”

Init ial Concept ing See the original ideas for this program and how they have progressed and evolved through the project’s development. Print Magazine Ad

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M otion Graphic Banner Ad

Interact ive Promotional Microsite

I n t e r a c ti v e s ta n d a r d s The interactive graphics for the WELLE AWARE brand will be displayed online. These specific graphics have been created for a temporary microsite so each component is permanent. Mo ti o n g r a p hi c S ta n d a r d s Learn about all the contributing components to the motion graphic element of the WELLE AWARE sub-brand.

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RESEARCH

Eco

is the future of fashion

Strategy P ro c e s s Ta k e n

Sustainability

Materials

At its core, “eco-fashion is about making clothes that take into account

There are many factors when considering the sustainability of a material. The renewability and source of a fiber, the process of how a raw fiber is turned into a textile, the working conditions of the people producing the materials, and the materials total carbon footprint.

the environment, the health of consumers and the working conditions of people in the fashion industry” (The Sustainable Technology Education Project, n.d.). These clothes are made using organic raw materials, don’t involve the use of harmful chemicals and bleaches to color fabrics, and are often made from recycled and reused textiles. High-quality garments can be made from second-hand clothes and even recycled plastic bottles. Eco fashions, or sustainable clothing, are made to last, so that people keep them for longer and reuse them. Until recently, many clothing companies were focusing their attentions on final product and the profits it would bring the corporation. Just like numerous other industries, the bottom line and its affect on only the immediate corporation was the main concern. By-products of creating said product, such as carbon emissions into the atmosphere, loss of jobs, waste of natural resources, etc. just weren’t issues. “Production was outsourced to sweat shops with unethical business practices, fabrics were often treated with high levels of pesticides and other chemicals, and the creation of green house gases during the processing were rarely given second thought” (Vecchiarelli, 2010). Just like many other areas in popular culture, design is another field that is starting to go green. We are witnessing an experimentation within the fashion industry with the materials in which pieces are created. Organic cotton, silk, hemp, and even bamboo are all alternative sustainable materials being used in the fashion industry. These are all resistant to bacteria and mold, they are easy to grow, easy to maintain, and improve the quality of the environment. Additionally, animal fibers such as wool, alpaca and cashmere are becoming more popular, while the even the method in which these materials are died are now more conducive to a safer environment.

Natural fibers fibers which are found in nature and are not petroleum-based. Natural fibers can be categorized into two main groups, cellulose or plant fiber and protein or animal fiber Cellulose one of the most widely grown and chemicalintensive crops in the world. Conventionally grown cotton uses approximately 25% of the worlds insecticides and more than 10% of the worlds pesticides. Protein Wool, Silk, Angora, Camel, Alpaca, Lama, Vicuna, Cashmere, Mohair Manufactured From natural materials: Lyocell, Polylactic acid or PLA (Corn Polymer) Recycled Fibres Are made from scraps of fabrics collected from clothing factories, which are processed back into short fibres for spinning into a new yarn.

Research I n i t i a l R e s e a rc h

“Sustainable fashion is no longer attached to the hippy tie-dyed stereotype of the past.” - Courtni Vecchiarelli

Criteria Vegan Products made without the use of leather or animal tissue products. (ex. shoes and bags made from “vegetal leather” using Amazonian rubber).

crafted using artisan skills such as embroidery, which preserve the perpetuation of ancestral traditions.

Ethically Produced Fashion that has been produced with respect for people and the environment.

Custom Also called demi-couture or made-to-order. This is a way of encouraging quality and “slow fashion” over mass-produced disposable fashion.

Craft/ artisan Products that have been

Fair trade An organized movement

that promotes standards for international labor, environmentalism, and social policy in areas related to production of goods.

Recycled Anything that has been made from already existing materials, fabrics, metals or fibers.

Organic Natural fibers that have been grown without any pesticides and other toxic materials, preserving the health of humans and the environment. The process of organic growth can be certified by various organizations.

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“ELLE continues to strut its stuff From the airwaves to retail chains... When it comes to brand development, ELLE really knows how to work it” —Adweek 10/16/08

Strategy P ro c e s s Ta k e n

is an award-winning international publication providing

On a larger, more long-term scale,

progressive advice and inspiration for the design and

ELLE hopes to increase its overall

apparel industry. Known widely in the fashion community,

profit and increase awareness

ELLE Magazine is seeking to make strategic improvements.

across its entire brand portfolio.

Objectively, because more and more publications are available online, ELLE wants to boost magazine sales.

Awards & honors FIF I AWARDS A p r 2 0 0 9 The Fragrance Foundation presented two 2009 FiFi Awards to ELLE for Editorial Excellence in Fragrance Coverage— Women’s Scent Bite, for “Advanced Chemistry” in the October 2008 issue, and Men’s Coverage, for “This Year’s Model” in the December 2008 issue. Since 2005, ELLE has won nine FiFi Awards, more than any other magazine. MOST ENGAGED MED IA BRANDS A p r 2 0 0 9 Selected ELLE as one of the 2009 “Most Engaged Media Brands.” Recognized ELLE as “the voice of style that carries everywhere: the legendary brand is fully accessible to women everywhere: in print, online, on mobile, on-air and in stores.” HOT L IST Ma r 2 0 0 9 ELLE was #2 on the 2009 Hot List. Adweek recognized the magazine for its “good mix of aspiration and affordability” [making] it “right for the times,” while “integrated deals lock in pages,” and noting, “Beauty, non-endemic strong in ‘08. Sixth straight year of growth.” B EST PERFORMERS IN CIRCULAT I ON ELLE was among the Top 10 on Capell’s “Best Performers in Circulation” List of 2008.

Jan 2009

MAGAZI NE PU BLISHER OF THE YEAR The Delaney Report names Carol Smith Magazine Publisher of the Year: “For maintaining the advertising page momentum for a monthly women’s fashion magazine during a time when the women’s fashion category has been under duress due to the weakened economy. For making ELLE a stalwart competitor to market leader Vogue. For not letting up.”

Jan 2009

FOUR GOLD TR IANGLE AWARDS D e c 2 0 0 8 The American Academy of Dermatology awarded ELLE four 2009 Gold Triangle Awards, the most of any women’s magazine. ELLE was honored for articles “Color Code” from the October 2007 issue, “Gloves Off” from the February 2008 issue, “Gone, Baby, Gone” from the March 2008 issue, and “Something New Under the Sun” from the June 2008 issue. BRAND LEADERS LIST Oc t 2 0 0 8 For the second time in three years, ELLE made AdWeek’s Brand Leaders List. AdWeek recognized ELLE for its stable of successful brand extensions, including the CW’s Stylista, the launch of “Joe A to Zee”, and the latest book, Women in Hollywood.

Originally founded in France in 1945, ELLE was launched in 1988 in the United States by publishing giant, Hachette Filipacchi. Now, the world’s largest fashion magazine, ELLE has succeeded by “suggesting but never prescribing; by offering a rich mix of high and low; and above all by leading the reader to discover her personal style” (“About Us”, 2009). ELLE’s mission statement is as unique as the fashions featured on its pages. Even though everything in the world is destined to change, ELLE pledges and promises to “never lose our intelligence, our wit, our cool, and our ability to be just a little ahead of the times” (“About Us”, 2009).

Research C o m p a ny P ro fi l e s

Mission statement: ELLE pledges that even while we change—as every living thing must—we will never lose our intelligence, our wit, our cool, and our ability to be just a little ahead of the times.

E XECUT IVE OF THE YEAR Oc t 2 0 0 8 Advertising Age named Carol Smith the 2008 Executive of the Year. Since joining ELLE in 2002, Ms. Smith has overseen increased ad page growth each year and capitalized on brand extensions to gain market share among the competition. W e l l e awa r e C a m p a i g n B o o k

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Because giving is always in fashion... ®

Strategy P ro c e s s Ta k e n

PRESS COVERAGE: FASHION DELIVERS HOPE TO HAITI

Charitable Foundation, inc.

THE HUFFINGTON POST, JANUARY 15, 2010 HAITI CLOTHING DONATIONS: FIND OUT WHERE TO SEND SUPPLIES

NEW YORK DAILY NEWS DECEMBER 5, 2006

FASHION DELIVERS is asking businesses, individuals, and shops to send excess unused socks, underwear, sheets, lightweight clothing, shorts, blankets or throws, sneakers, t-shirts, and sandals. According to Refinery29. com, products will begin arriving in Haiti by early next week. Call 212-629-6700 or email carla@fashiondelivers.org for drop-off information.

THE PIPELINE, JANUARY 14, 2010

J a n u a ry 1 5 , 2 0 10

A tiny break from our regular programming: Please join us in taking some time to help out with Haiti’s earthquake disaster relief. Hundreds of thousands of people have lost their lives and many more are in dire need of medical care, shelter, and basic necessities. There are many charities available to help deliver your money and resources as efficiently as possible. But here are our top options for the day: Fashion Delivers Business and shops, please consider sending your excess unused socks, underwear, sheets, blankets or throws, lightweight clothing, shorts, tshirts, sneakers, and sandals to Fashion Delivers. Products will begin arriving in Haiti by early next week so please call 212-629-6700 or email carla@fashiondelivers.org for drop-off information.

www.fashiondelivers.org

212-629-6700

info@fashiondelivers.org

Sending aid after disasters can boost a company’s public image and employee morale. Wal-Mart Stores Inc. won praise for its swift response to 2005’s Hurricane Katrina, which included mini-stores for storm victims and $20 million in aid right after the storm. Wal-Mart said it will provide $600,000 in relief for Haiti.

December 5, 2006

PEREZ HILTON, COCO PEREZ, FEBRUARY 24, 2010

COMPANIES SEND AID TO HAITI

U.S. companies pledged more than $43 million within the first 72 hours after the quake struck, said Stephen Jordan, executive director of the U.S. Chamber of Commerce’s Business Civic Leadership Center. Twenty-two firms, including Microsoft Corp., Lowe’s Cos. and Abbott Laboratories, had pledged $1 million of assistance or more as of Friday afternoon, the chamber said.

NEW YORK MAGAZINE - THE CUT, JANUARY 14, 2010 FASHION DELIVERS TO RALLY STORES, DESIGNERS FOR HAITIAN EARTHQUAKE RELIEF

PRESS COVERAGE: FASHION DELIVERS HOPE TO HAITI

THE WALL STREET JOURNAL, JANUARY 19, 2010 Corporations rushed to send millions of dollars in aid and supplies to Haiti as the quake’s death toll climbed Friday.

The fashion world may be a judgmental community, but let it never be said that it is an uncaring one. Fashion Delivers, the four-year-old relief charitable foundation that distributes excess clothing to needy individuals and families all around the globe, is issuing a massive open call to designers and stores to donate “lightweight apparel” for men, women, and children in response to the epic catastrophe still unfolding in Haiti. The group is also calling for “underwear, socks, sheets (all sizes) and throws or lightweight blankets as well as baseball caps, sneakers, sandals, and sleepwear” — basically anything and everything the people of the island nation will need over the coming days, weeks, and years to stay clothed. Already Brooklyn-based retailer Bird has pledged to donate clothes on sale and 10 percent of all its sales this weekend to the cause. While the team is still working on other arrangements with boutiques and producers, with people like Sean Combs, Russell Simmons, and others on their board of directors, more high-profile campaigns should be coming soon.

5 AWESOME WAYS TO GIVE TO HAITI’S EARTHQUAKE DISASTER RELIEF

PRESS COVERAGE: FASHION DELIVERS HOPE TO HAITI

company is waiting to hear more details on the extent of the infrastructure damage before sending the team in. Alcatel-Lucent is working with Jamaica-based operator Digicel, whose services in the area have been damaged. Digicel, Haiti’s leading wireless phone provider, promised $5 million and said it would work to restore infrastructure. Ericsson, at the request of the United Nations, will deploy a small team of telecom experts to help establish mobile communication areas where disaster struck. Emergency response telecommunications nonprofit Telecoms Sans Frontieres, which is funded by telecom companies, sent two teams of responders to Haiti on Wednesday from Nicaragua and France. Paul Margie, a U.S. representative with the nonprofit, says the communication system in Haiti was damaged and overloaded. Teams are looking to set up as many access points as possible but transportation and security are major obstacles.

FASHION DELIVERS RAISES $20 MILLION FOR HAITI PUR water-purification powder packets arrived in Haiti yesterday. Package handler UPS Inc. said it would donate $1 million to relief efforts through its charitable arm, and the union that represents the shipping giant’s pilots said it would volunteer to fly aid shipments to Haiti for free. And though U.S. airlines have suspended commercial flights to Haiti, AMR Corp.’s American Airlines and Spirit Airlines have agreed to send aid to the country. Clorox Co., of Oakland, Calif., said it has pledged $125,000 to the American Red Cross and also plans to donate its Glad trash bags, Clorox bleach and other disinfectant products to the organization when it is ready to accept shipments. Retailer Lowe’s pledged $1 million to the American Red Cross International Response Fund on Wednesday and set up donation centers at stores. It’s considering sending supplies to Haiti but is awaiting word from relief organizations. “Relief agencies are saying the biggest need now is for cash,” a spokeswoman says.

January 19, 2010 Other companies pledged money, water services, clothing, medicine and engineers to repair the country’s battered infrastructure. Logistical problems, including airport access, complicated efforts.

On Thursday General Electric Co. wired $1 million to the Red Cross and $500,000 to UNICEF to help the relief efforts, says Bob Corcoran, vice president corporate citizenship for GE. This weekend GE is making 10 solar-powered water-purification units to send to Haiti once it gets clearance from the Port-au-Prince airport. It’s working with government and airport contacts to get a slot to land there, but doesn’t know when that will be.

Other companies are sending water relief. Coca-Cola Co. is donating $1 million to the American Red Cross and said it would provide water and other drinks through its bottler in the neighboring Dominican Republic. The PepsiCo Foundation said it would give $1 million to the relief effort and would allocate bottled water and Gatorade to disaster victims through its bottlers in Florida and the Dominican Republic. Nestle Waters North America pledged $1 million in bottled water products, most of which will also be shipped over from nearby islands in the Caribbean.

Telecom equipment maker Alcatel-Lucent has a team of engineers ready to send to Haiti, a spokeswoman said. The French

Procter & Gamble Co., working with several humanitarian relief agencies to donate funds and supplies, said its initial shipments of

www.fashiondelivers.org

212-629-6700

Amazing! The fashion industry really came together for Haiti during their time in need. Companies including American Apparel, Armani Exchange, Forever 21, Hanes, LEI & Rocawear donated over $20 million in apparel and home furnishings for the earthquake struck country. Chairman of Fashion Delivers, Allan Ellinger, gives praise to all those who donated to the cause, saying “Companies of all sizes, big and small, retailers and vendors, have been magnanimous in their generosity.” However, they still need help. The organization hopes to raise another $5 million and more before they finish their efforts. Right now, they’re in need of lightweight men’s and women’s apparel as well as basic items such as underwear, socks, sheets, towels and blankets. Based on the great response, we have no doubt they’ll exceed their goal.

February 24, 201 0

Allan Ellinger, chairman of Fashion Delivers, a non-profit organization that sends clothing and home furnishings to disaster-ravaged areas, emailed manufacturers on Tuesday after the earthquake and received over 100 responses in a matter of hours. Contributors thus far include well-known brands such as Aeropostale Inc. and Polo Ralph Lauren Corp., and donations of items including shoes, t-shirts, jeans, lightweight jackets and socks are already “starting to come in,” says Mr. Ellinger.

info@fashiondelivers.org

www.fashiondelivers.org

212-629-6700

info@fashiondelivers.org

Unifies the men’s and women’s apparel and home

thousand local agencies that

industries to donate new product in order to aid victims

it has coordinated with in the

of disasters and individuals in need throughout the year.

donation and delivery of excess products. While the organization

It matches need with availability of product coming from

provides aid to those in need,

both wholesale and retail fashion industry vendors-

it also provides economic and

some of the biggest names in the fashion and home

philanthropic alternatives for

industries. Fashion Delivers™ Charitable Foundation,

companies disposing of their

Inc. has structured a global network of more than one

excess inventory.

On September 15, 2005, thirty fashion industry leaders came together to provide relief to the victims of Hurricanes Katrina and Rita. Under the leadership of Allan Ellinger, over $4.5 million worth of product was collected and channeled directly to victims suffering from the devastation. What began as a vision from the fashion industry, has turned into an incredible charitable endeavor to provide hope to those in need all over the world. Fashion Delivers Charitable Foundation, Inc. mobilizes the fashion community to reach out and affect the world through their donations. Our donations provide relief and dignity to men, women, families and survivors of natural disasters.

Research C o m p a ny P ro fi l e s

Fashion Delivers has distributed over $55 million in product donations since 2005!

Mission statement:

PRESS COVERAGE: FASHION DELIVERS HOPE TO HAITI

Charitable Foundation, Inc.

ABC, The View from The Bay MONDAY, JUNE 8, 2009

NBC NEW YORK- THE THREAD, FEBRUARY 24, 2010 FASHION DELIVERS RAISES $20M IN PRODUCTS FOR HAITI Fashion Delivers for Haiti raised $20 million in apparel and homewares for the earthquake-ravaged country, hoping to exceed $25 million in total. Items still needed: lightweight men’s and women’s apparel and basics like socks and underwear. The organization, which was created after Hurricane Katrina, tailors its efforts to supply necessities to countries torn apart by natural disaster. Several companies participated in donating the goods, including American Apparel, Hanes, Forever 21, Free People, Perry Ellis and others. Overall, the fashion community has been pretty impressive in raising product and funds for Haiti, between Fashion Delivers and Naomi Campbell’s highly-publicized runway show.

The mission of Fashion Delivers™ Charitable Foundation, Inc. is to mobilize the fashion community to reach out and affect the world through their donations of new products from the men’s, women’s and home industries. Our donations provide relief and dignity to women, men, families and survivors of natural disasters.

The private sector is getting help from the government in their efforts to bolster the country’s garment industry, which in 2009 was a half-billion-dollar industry, prior to the earthquake. The recently announced Plus One for Haiti initiative encourages companies to shift 1% of production to Haiti, while the Haitian Hemispheric Opportunity Partnership Encouragement Act (HOPE), gives apparel manufactured in Haiti duty-exempt status to the U.S. market. To donate to Fashion Delivers for Haiti, visit fashiondelivers.org and click on a banner, or call 212-629-6700, ext. 221 to request a donation form.

Feb r u a ry 2 4 , 2 0 1 0

June 8, 2009 About Fashion on the Square: www.fashiononthesquare.com June 13, 2009: 9 am - 5 pm Open model call for children and teens ages 5 - 17 right on Union Square. Go to www.fashiononthesquare.com for details. No modeling experience needed. $25 donation - proceeds benefit Wardrobe for Opportunity, K.I.D.S. (Kids In Distressed Situations) and Fashion Delivers.

www.fashiondelivers.org

212-629-6700

info@fashiondelivers.org

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Target Audience Strategy P ro c e s s Ta k e n

“Our readers are young enough to think about life as an adventure and old enough

Magazine Readers Based on Spring 2009 sales, total readers

5,171,000

to have the means to live it,”

Based on Spring 2009 sales, total FEMALE readers 4,638,000 (90%)

- Robbie Myers, editor in chief.

Personality traits often include:

Subscriptions account for 73 percent of readers. With the remaining 27 percent purchasing single issues, Elle is the only fashion magazine to have increased its newsstand sales in the past five years, most notably with an 18 percent increase in the first half of 2006. There are 27 Elle websites globally, which collectively attract over 1 million visitors and 26 million page views per month. Elle reaches over 4.8 million readers.

multifaceted,

Positive/

optimistic

Never satisfied

Curious

Expressive

She is SOCIALLY ACTIVE [within her own social scene].

Median age

33.2 years old

% of readers

54.0%

*within the range of age 18-34 years

% of readers

52.0%

*within the range of age 25-49 years

Median household income reported

$71,894.00

Household income reported $75,000+

47.7%

% of readers who have college educations

71.1%

% of readers who are employed

68.4%

% of readers who are single

57.9%

4.87 readers/ 1 copy sold.

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Strategy P ro c e s s Ta k e n

Fashion Diva

Music Savvy

Website browsers Average number of unique visits per month

47% Shopped for entertainment

2,103,900

Based on Spring 2009 sales, total FEMALE readers 4,638,000

(90%)

Personality traits often include:

Engaged

Responsive

Trendsetting

Multifaceted

Tech Savvy

Curious

Expressive

Socially active

Average age

31.7 years old

Household income reported $75,000+

41%

% of visitors who have college edu.

88%

% of visitors who are employed

69%

90% Shopped Online for apparel

Jet Setters 54% Made travel arrangements

Beauty Buffs In the know

72% Shopped Online for beauty

40% Read or Wrote blogs

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Creative Brief

Research C re a t i v e B r i e f

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Creative brief Objective I am developing a fashion event consisting of a runway show benefitting a fashion related charity. The event will exhibit up-and-coming fashion talent and will be marketed towards ELLE’s current female audience, ages 18-34. (Though ELLE’s demographic will not be in attendance, the event’s coverage will peak interests). Competition Other fashion-focused publications (Harper’s Bazaar, InStyle, Vogue, W, Allure). Project Goals To increase brand awareness for the ELLE brand. To see ELLE as a source of information not only for fashion, but also for information on how to put fashion towards a good cause generating more interest in the Fashion Delivers charity. To boost magazine sales at shelf. Target Message Combining the spirit of giving with our culture’s love of beauty, shopping and entertainment to benefit those in need. Target audience Readers: Female, age 18 – 34 yrs., median household income is $71,894.00. 71.1% of ELLE’s readers have college educations. 68.4% of ELLE’s readers are employed. 57.9% of its (female) readers are single. 4.87 readers/ 1 copy sold. Website Visitors: Female, socially active, a professional go-getter, positive, and never satisfied 88% of ELLE’s readers have college educations. 69% of ELLE’s readers are employed. The average age was 31.7 years. HHI $75K+ 41%

The color palette will be bold and bright. Using primary colors and jeweled tones together with a wide range of textures will convey “fashion“ in terms of the look and feel. Copy Message Headline: Share the Flare. (in interactive /URL instances, Share the fashion flare) Medium #1 Print advertisement campaign to be seen in ELLE magazine. This will publicize about the Lifetime Television Network’s coverage of the event. Each print ad will incorporate a watch-and-win styled donation scheme which will also serve as a measurement strategy vehicle. Medium #2 Motion graphic incorporated banner advertisement to be featured on Elle.com. The banner will be a medium rectangle / “Fatboy” (rollover expandable) style. Success will be determined based on clicks and analytics. Medium #3 Microsite activated by the expandable banner advertisement. This will be a temporary (promotional) website that will eventually live as a much smaller section on ELLE.com.

Research C re a t i v e B r i e f

Throughout the entire site map, the viewer will be able to register for WELLE AWARE news about the new brand as well as event info about Share the Fashion Flair. She will also be about to share or follow WELLE AWARE via social media portals at any point during her web visit. The microsite’s dimensions are 800 px x 600 px

Key Tenets of the brand Sophisticated, bold, stylish Design style, tone, color palette, font The branding will be reminiscent of ELLE’s branding. Similar to the style of ELLE Magazine, the tone that best suits my concept is modern, sophisticated, trendy, fashionable, up-to-date, whimsical and stylish. The design style that I will be delivering will be sophisticated and stylish while also informative and uplifting. Elle’s audience already recognizes and accepts the brand’s look and feel.

Client Company:

Not For Profit Company:

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Word usage

Research Paper Welle Aware A Proposal for a Corporate Partnership Between ELLE Magazine And the Charity Fashion Delivers

Strategy P ro c e s s Ta k e n

Abstract The ELLE brand is losing ground in the marketplace, which may be partly attributed to the fact that ELLE has no visible permanent connection to any kind of social cause; and, as a result, it is becoming undifferentiated with all other fashion magazines suffering from the same problem. After researching the competition though online sources, industry sources, and printed magazines, it can be deduced that, in order to solve this issue, ELLE would be making a strategic move by publicly and permanently partnering with a fashion-focused charity such as Fashion Delivers. In doing so, it would successfully combine the moral need to make a difference with our cultureâ&#x20AC;&#x2122;s love of beauty, shopping and entertainment in order to directly benefit those in need. Branding this collaboration as a freestanding entity will strengthen both Fashion Delivers and ELLE as well as the resulting partnership. The effect would include ELLE benefitting the brand by publicly kicking of a new partnership with the Charity, Fashion Delivers, through a largescale event, which would draw a lot of positive public relations attention to the brand, increasing the overall awareness of the ELLE brand, and reintroducing ELLE not only as a fashion brand, but also as a socially responsible, charitable, fashion brand to the public.

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Fashion has changed from being an interest or a hobby to becoming a culture in itself. This is especially evident in the last several decades. According to the Apparel, Textiles & Fashions Statistics, as of 2008, U.S. retail sales of the “Clothing and Accessories Stores” category brought in over $172.6 billion (“Apparel, Textiles & Fashions Statistics,” 2010). It can only be concluded that the fashion industry has become a major player in our country’s economy as well as the international marketplace. However, because of the fashion industry’s burst in popularity, some of the contributors have lost their edge. Even though it has such an historical presence and long heritage in fashion culture, the ELLE brand, in particular, is losing ground in the marketplace. This may be attributed to the fact that the ELLE brand has no visible current connection to any kind of social cause and, as a result, it is becoming undifferentiated with all other fashion magazines suffering from the same problem. Since environmental responsibility has become so popular, a solution to this problem could be to join efforts to show ELLE’s social and environmental accountability by partnering with a charity such as Fashion Delivers: this successfully combines the spirit of giving with our culture’s love of beauty, shopping and entertainment to directly benefit those in need. To effectively achieve this, I am developing a fashion-focused ELLE event benefiting Fashion Delivers, a charity that stands for and strives to promote social and environmental awareness. Exhibiting up-and-coming fashion talent, the event will be marketed towards ELLE’s current female audience. She will be able to watch the event live on the Lifetime Network hosted by Style icon Tim Gunn. After announcing the partnership of ELLE and Fashion Delivers, the goals of the event such as increasing the overall awareness of the ELLE brand, reintroducing ELLE not only as a fashion brand, but as a socially responsible, charitable fashion brand and publicly kicking off a new partnership with the charity, Fashion Delivers, will be accomplished. All of these will create a new genre in ELLE’s “eco-fashionably” yet socially responsible audience. The collaboration of ELLE and Fashion Delivers will become an ongoing partnership of the two entities known as WELLE AWARE, and the branding of WELLE AWARE will, in turn, strengthen both partnering parties’ branding in the process. Thorough research on the ELLE consumer reveals that the ELLE reader/online browser is a levelheaded career woman whose plans for the future in her daily routine. She is environmentally and socially conscious. When she can, she helps those in need. Because designer purchases may be unrealistic for her means, following fashion trends and fashion culture may serve as a portal to another, more indulgent lifestyle. While she doesn’t have much free time, for fashion, she will spare a few minutes. Fashion is emotional and brings a sense of happiness and pleasure. By bringing ELLE together with the Fashion Delivers charity, ELLE will bring its consumers information on two areas of interest instead of one- fashion culture and social responsibility. One of the main goals of this initiative is to increase the overall awareness of the ELLE brand. Linking with The Weinstein Company brand, Lifetime Networks, ELLE will be able to build up and tease the public in multiple media-saturated areas in addition to Lifetime, ELLE, and through its subsidiaries. Through The Weinstein Company, advertising for ELLE’s partnership with the Fashion Delivers charity and its fashion focused celebratory event will potentially be able to be shown on other The Weinstein Company brands including TWC, Hubbard Media Group, Ovation TV, Sony Pictures Home Entertainment, and MGM. By joining together with a Weinstein Company brand, ELLE Magazine will be able to use the company’s publishers, Perseus Book Group and Miramax Books, to create more brand awareness. Any of these areas offer potential future crosspromotional opportunities. Due to contractual agreements with The Weinstein Company, each network will automatically be able to have

“encore” showings of the event and have the usage rights to use media taken from the event with the stipulation that it is marked with the ELLE brand mark. By doing that, the ELLE name will circulate as fast as the latest trend that emerges as a result of the event. Awareness of the ELLE brand will increase through the use of host Tim Gunn during the LIVE telecast to be shown on the Lifetime Network. Already a style and fashion icon, Tim Gunn has a very loyal following dating back to 1983 when he joined the staff of the famed Parsons The New School for Design in New York City (Parsons The New School for Design, 2010). Since then, he has truly proven his eye for fashion by covering the red carpet at the Academy Awards, Emmy Awards and Golden Globes in 2006, 2007 and 2008 as a fashion correspondent for The Today Show and Entertainment Tonight. Tim Gunn continues to stay on top of upcoming trends by being a contributing writer to ELLE, Seventeen, People, and US Weekly (People. com, 2010; Teen Hairstyles, Games, Dating Advice, and Fashion - Seventeen.com, 2010; Us Weekly’s Hot Celebrity News, Photos and Video from Usmagazine.com, 2010). In addition to having an impressive background in the fashion field, Gunn is a recognizable face. Gunn is a mentor and fashion expert on “Project Runway,” a nationally syndicated reality television series hosted by international super model Heidi Klum. Further connecting the ELLE brand to the Lifetime Networks and the Weinstein Company is a strategic venture because ELLE Magazine fashion director Nina Garcia served as the reality television show’s regular judge for the first five seasons before it moved to the Lifetime Network. ELLE Magazine is already familiar and connected to the Tim Gunn through the Project Runway experience. Using Tim Gunn as the spokesperson will connect the ELLE brand to everything that his audience associates him with including high fashion, style, and refinement. In addition to the use of a spokesperson and multiple media network outlets, awareness of the ELLE brand will increase through acquiring exclusive content at the event. Because the event will be produced by ELLE and all media created as a result of the event will be property of ELLE, the ELLE brand will have ownership rights to content including celebrity and designer interviews, sound bites, photography, video clips, and much more. Fashion and entertainment events have always been known attract media attention, but because all media is the brand’s property, this will be another area in which the ELLE name will be connected with anything from the event. ELLE will have the flexibility to use this media obtained at any point in any format after the event. Since it was created

Research R e s e a rc h P a p e r

W e l l e awa r e C a m p a i g n B o o k

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The resulting ELLE brand-Fashion Delivers collaboration, WELLE AWARE, would appeal to a new “eco-fashion” yet socially responsible audience.

Research R e s e a rc h P a p e r

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W e l l e awa r e C a m p a i g n B o o k

by the ELLE brand (unless contractually stipulated by one of the designers), there wouldn’t be any time constraint or limitation as to when photography or videography could be used. After the event has concluded, it will have released major trends to be followed and emulated. Soon, there will be images and people modeling the designers’ vision but until then, it is ELLE’s property. Each design was first photographed at the ELLE event. Therefore, it is exclusive branded content. Since ELLE will have the first images of those trends, it will be ahead of its competition. Linking with the Lifetime Network, a Weinstein Company brand, and utilizing its network of media outlets, by using Tim Gunn as a spokesperson and gaining his current fan base, and by acquiring media produced at the event as exclusive content would dramatically increase awareness of the ELLE brand. Especially during the days leading up to the event, by utilizing these methods of brand penetration, the demographic would in fact have a difficult time not encountering ELLE brand placement. Another goal of this initiative is to reintroduce ELLE not only as a fashion brand, but instead as a socially responsible, charitable fashion brand to the public. ELLE has a rich history that dates back to 1945 where Pierre Lazareff and his wife Hélène Gordon founded the brand in France. Decades later in 1981, the ELLE brand, along with the rest of Hachette magazines’ portfolio, was purchased by Daniel Filipacchi and Jean-Luc Lagardère. Although ELLE was struggling at the time, this venture now has made ELLE the world’s largest fashion magazine with 39 international editions in over 60 countries today (ELLE (magazine) -, 2010). The brand has become its own fashion network consisting of more than 20 fashion-related websites including ELLE, ELLE Décor, ELLEgirl, and Pointclickhome. com (Marketing, 2010). According to Robbie Myers, ELLE’s editor in chief, “Our readers are young enough to think about life as an adventure and old enough to have the means to live it” (ELLE (magazine)-, 2010). Of these readers, both online and in print, 5,456,000 of 5,942.000 (92%) are women. There is a median age of 32.9; 55.1% of readers are between the ages of 18 and 34; 48.4% of readers are between the ages of 25 and 49. The median household income is $77,039 and 51.2% have a household income of more than $75,000; 73.8% of readers have attended and/or completed college; 66.4% are employed, and 60.6% are single (Marketing, 2010). The average reader is level headed and plans for the future financially as well as physically including exercise into her daily routine. Designer purchases may be foremost in her mind yet

unrealistic for her way of living. Following fashion trends and fashion culture may serve as a portal to another more indulgent lifestyle. ELLE’s consumer may read or browse online in between doing other things. She reads ELLE at the gym, in line at the grocery store, while waiting at the dentist, or after clicking on an email-blast link. While she doesn’t have much free time, for fashion, she will spare a few minutes. Fashion is emotional and brings a sense of happiness and pleasure. From ELLE’s history and its current content, the ELLE brand is definitely seen as a resource for fashion information. This is an identifiable trait that keeps ELLE’s readers returning to ELLE for more and more information. The ELLE reader is, however, interested in more. Fashion is a great source of happiness, but it isn’t the only area where she finds fulfillment. Social responsibility, charity, and environmental awareness are large areas of interest of the ELLE demographic that the brand isn’t currently capitalizing upon. The ELLE brand is connected with multiple charitable organizations. Each fits the ELLE reader who is interested in Hollywood glam, luxury, and high fashion. ELLE takes part in the Film Independent Spirit Awards for an annual event held on its Santa Monica Beach property. This is considered the “see-and-be-seen spot for Hollywood’s hip, emerging talent” (Marketing, 2010). ELLE’s own IntELLEgentsia event celebrates successful women in their respectful fields. This annual event also attracts the elite of New York’s social circles. Green is a “VIP, celebrity-filled party for the planet” held annually in Los Angeles. Finally, Women in Hollywood is a tribute to women in film and holds an annual event held in Los Angeles. These are all very noteworthy causes that raise a large amount of money for each charity or cause. Even though ELLE has these affiliations, it isn’t known as a charitable brand because the public isn’t aware of these organizations’ connection with ELLE. There isn’t a permanent presence between each charity and ELLE. Because many charitable contributions are visible at one-time events, it is difficult for ELLE readers to identify the constant interaction between ELLE and each charity. These do not fulfill the readers’ interest in helping others, giving back to the community or being socially and environmentally responsible human beings. Because each event is reported as fashion news during the corresponding issue of ELLE, there is little distinction between fashion news and ELLE fashion news. Ultimately, readers will realize that there are other fashion publications that offer the reader information about both fashion and social activism and how the two topics work together.

Word usage

By forming a corporate partnership with Fashion Delivers, the resulting ELLE brand-Fashion Delivers collaboration, WELLE AWARE, would appeal to a new “eco-fashion” yet socially responsible audience. Eco-fashion is just one very specific example that social and environmental responsibility really does affect all areas of our culture. Directly related to ELLE’s subject matter and target audience, Fashion Delivers’ confronts poverty and the effects of natural disasters by supporting international relief agencies and shelters. It provides support through new clothing, shoes, books and other home essentials donations. “Through the support of the world’s major men’s, women’s and home furnishings industries, combined with an unparalleled network of more than 1,200 local agencies across the country, Fashion Delivers coordinates the delivery of excess new product to individuals in need throughout the year”

(CHARITY OF CHOICE, n.d.). To those concerned with living an environmentally sustainable lifestyle, fashion may not be a high priority. Areas that are of concern include transportation (cutting back on fuel emissions, carpooling, riding bikes), energy (solar panels, fuel cells, buildingintegrated wind turbines, using energy efficient light bulbs, installing timers for appliances, properly insulating your home), water (the scarcity of clean drinking water, the energy necessary to purify), food (buying from local farms, the price and fuel consumption needed to ship food from far areas, toxins and preservatives that are damaging to us and the planet that are used as pesticides), waste (recycling, energy necessary to manufacture), and many more. Truly environmentally conscious people understand that all plants, including those that create our clothing may be sprayed with dangerous toxins and chemicals. “Cotton is, in fact, one

of the most heavily sprayed crops on the planet, so it stands to reason that our choice of clothing can have a major ecological impact” (Top Back to Basics Tips: Planet Green, 2010). To these people, eco-fashion isn’t about the style or design; it is about ecological impact on the environment. Garments that fall into the eco-fashion category use fabrics that come from plants not treated with harmful chemicals. These fabrics usually include organic cotton, hemp, flax, and bamboo. Eco-fashion is the connecting route between ELLE magazine and social and environmental issues. By linking to retailers and online markets that specialize in this type of fashion, ELLE will gain new exposure. Some areas similar to this include Ecouterre.com, Eco-chick. com, and Ecorazzi.com (Eco-Chick • Fabulously Green, n.d.; Eco-fashion is more than a passing trend, 2010; Ecorazzi.com, 2009). ELLE will also have the opportunity to work with

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smaller eco-fashion brands, potentially linking even more brands to the Fashion Delivers charity, which could raise more money. Building on this topic within ELLE magazine will draw a more eco-fashion forward audience in addition to ELLE’s current audience. At this point, ELLE would be seen by new people in a new light; as a socially responsible charitable fashion brand. The third objective of this initiative is to publicly kick of a new partnership with the Charity, Fashion Delivers. The branding of the partnership would be instrumental in strengthening both parties market presence. Even though ELLE is currently affiliated with four charities (Film Independent Spirit Awards, IntELLEgentsia, Green, and Women in Hollywood), the public audience cannot see the connection between each group. If the reader doesn’t know that the affiliation exists, its marketable benefit is questionable. In this case, ELLE wants to change the public’s perception of ELLE. Therefore, a stronger, more visible connection needs to be made. By

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creating a large-scale event to announce a long-term, public partnership, many of the above issues will be solved. Directly following the event, readers will be aware of its existence and will know to look for new informational pieces in each ELLE edition that relate to social awareness. Specially themed events and fund-raisers will be held that would correspond with the partnership between ELLE and Fashion Delivers as well as with information inside each edition. The charity’s cause would be prevalent in the publication. Because the public announcement of the partnership between ELLE and Fashion Delivers would be done in such a memorable, celebratory way, the ELLE brand will be positively associated with social responsibility. In order to accomplish these objectives and to strongly establish the new collaborative brand known as WELLE AWARE, this campaign will be carried out through the means of three formats so that the highest number of viewers will be aware of this initiative. The three formats are print, motion graphics, and

interactive. Since ELLE’s demographic is browsing both online and in print, it is appropriate to advertise and announce information about the event through these outlets. Even more so, the interactive world is growing at such a rapid speed, it is strategically sound to create to different digital campaign vehicles to announce the partnership initiative: motion graphics and interactive. Using branding elements and design cues from ELLE’s current branding, the proposal is meant to evoke a feeling of elite style and bold attitude. Across the entire campaign, the main focus is of images with similar compositions and styles of fashion photography. They are very high in contrast, black and white, and striking. With a bold color palette of jewel tones, gray and black, the concept conveys a sleek sense of sophistication and self-confidence in which the bright hues provide clear focal points demanding attention. The typography is meant to be bold and eye catching but not distracting from the overall fashion-focus of the campaign. Even though the subject

Eco-fashion is the connecting route between ELLE magazine and social and environmental issues.

and purpose of this partnership is social responsibility and environmental activism through charity, it is important that the style of the campaign emulates that of ELLE’s current branding so that it feels as if it belongs within the ELLE family. The print format will be 1 page, four-color advertisement for Lifetime’s coverage of the event (Hosted by Tim Gunn) to be printed in an issue of ELLE Magazine. This will publicize about the Lifetime’s network coverage and of Tim Gunn as host of the event. A full-page ad in ELLE Magazine has a bleed of 8.25” x 11.125” and a trim of 8” x 10.875”. It is important to put an ad for this event inside of ELLE Magazine itself because ELLE’s current readers will also serve as live advertisements. If they understand what is happening in terms of a corporate partnership between ELLE and Fashion Delivers, they will be more inclined to spread the word. The motion graphic will be a motion incorporated banner advertisement created in the “Fatboy”

(rollover expandable) style at 300 px x 250 px. It will highlight the importance of fashion culture in our lives because of the significant benefit it provides those in need. This will be represented by the way the ad affects the rest of the entry web page. Upon visiting the web page, elle.com will be completely void of color; this will represent those in need. After selecting the ad, which will be in color, motion will begin and color will begin to saturate the rest of the page as if it was growing from the ad. This will create the metaphor that fashion provides aid to those in need. Ultimately, the motion graphic will lead the viewer to the third medium, which is an interactive microsite. The microsite will provide more detailed information on the partnership between ELLE and Fashion Delivers, background on Fashion Delivers, event information, a bio of Tim Gunn, a schedule of when to watch the event coverage on television, and more. The microsite will be temporary and will only live for the period leading up to the event and

for a short time after the event. There will be a link from the microsite to elle. com where, after the event, there will be a permanent section devoted to concepts relating to Fashion Delivers. Conversely, there will be a link to both the event microsite and elle. com on fashiondelivers.org. Both the motion graphic and the microsite are essential because the online viewer is familiar with digital media. She is comfortable with online advertisements and information incorporating motion. It is important that the campaign fit into the language that she speaks. All elements of this campaign will use graphic elements including simple geometric shapes and growing swirls as a connecting point among the media. They will be colorful and will add to the black and white, highly saturated photography that will create the imagery. These graphics will represent the inherent qualities of nature when introducing topics about environmental activism and social responsibility.

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Word usage

Strategy P ro c e s s Ta k e n

needs to strategically contribute to this

co-brand, WELLE AWARE, introduced at a

not something that exists in dresses only.

movement before the brand is left behind

major kick-off event, would be beneficial to

Fashion is in the sky, in the street, fashion

by its competitors. By forming a long-term

both parties involved in this initiative.

has to do with ideas, the way we live, what

partnership with Fashion Delivers, it would

is happening” (Chanel, 2010). Today, the

successfully combine the spirit of giving

way we live is largely impacted by our

with our culture’s love of beauty, shopping

thoughts on sustainability, social awareness,

and entertainment to directly benefit those

and environmental responsibility. In

in need.

the past, the ELLE brand has done a

phenomenal job finding the latest trends

a strategic and beneficial marketing move

and showing the public what it has found.

to benefit the brand. It would be publicly

What if the latest trend has nothing to do

kicking of a new partnership with the

with fashion? What if the latest trend is

Charity, Fashion Delivers through a large-

about helping each other and the planet

scale event, which would draw PR attention

in times of need? ELLE has never had

to the brand. It would definitely increase

a problem translating cultural trends into

the overall awareness of the ELLE brand.

fashion trends, so using the public’s new

Additionally, it would reintroduce ELLE not

moral position in the fashion world should

only as a fashion brand, but instead as

be a challenge that the ELLE brand would

a socially responsible, charitable fashion

want to embrace. More importantly, ELLE

brand to the public. The newly established

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Coco Chanel once said, “Fashion is

W e l l e awa r e C a m p a i g n B o o k

In the process, ELLE would be making

Word usage

“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion

has to do with ideas, the way we live, what is happening.” - Coco Chanel

References

Eco-Chick • Fabulously Green. (n.d.). Retrieved March 14, 2010, from http:// eco-chick.com/

Rocchio, C., & Rogers, S. (2008, April 7). Lifetime signs deal to grab ‘Project Runway’ from Bravo, NBCU sues - Reality TV World - News, information, episode summaries, message boards, chat and games for unscripted television programs. Retrieved March 28, 2010, from http://www.realitytvworld.com/ news/lifetime-signs-deal-grab-project-runway-from-bravo-nbcu-sues-6881.php

Eco-fashion is more than a passing trend. (2010). Retrieved March 14, 2010, from http://www.ecouterre.com/

Teen Hairstyles, Games, Dating Advice, and Fashion - Seventeen.com. (2010). Retrieved March 14, 2010, from http://www.seventeen.com/

Ecorazzi.com. (2009). Retrieved March 22, 2010, from http://www.ecorazzi. com/ Elle (magazine) -. (2010, February 26). Retrieved March 14, 2010, from http:// en.wikipedia.org/wiki/Elle_%28magazine%29

The Associated Press. (2009, April 1). ‘Project Runway’ is cleared for move to Lifetime from Bravo. Retrieved March 28, 2010, from http://www.nydailynews. com/entertainment/tv/2009/04/02/2009-04-02_project_runway_is_cleared_ for_move_to_li.html

Fashion - Women’s Fashion Magazine -ELLE.com. (2008). Retrieved March 14, 2010, from http://www.elle.com/

The Green Shows Eco Fashion Week Rock New York City With Sustainable Innovation. (2009). Retrieved March 14, 2010, from http://www.ecorazzi. com/2010/02/18/the-green-shows-eco-fashion-week-rock-new-york-city-withsustainable-innovation/

Chanel, C. (2010). Coco Chanel quotes. Retrieved March 28, 2010, from http://thinkexist.com/quotes/coco_chanel/

Marketing. (2010). Retrieved March 14, 2010, from http://www.hfmus.com/ hfmus/media_kits/fashion_beauty_design/elle/marketing Parsons The New School for Design. (2010). Retrieved March 14, 2010, from http://www.newschool.edu/parsons/ People.com. (2010). Retrieved March 14, 2010, from http://www.people.com/ people/ Project Runway | Bravo TV Official Site. (2010). Retrieved March 14, 2010, from http://www.bravotv.com/project-runway

The Weinstein Company. (2010). Retrieved March 28, 2010, from http://www. weinsteinco.com/#/home Tim Gunn | myLifetime.com. (2010). Retrieved March 14, 2010, from http:// www.mylifetime.com/shows/project-runway/project-runway-judges/tim-gunn Us Weekly’s Hot Celebrity News, Photos and Video from Usmagazine.com. (2010). Retrieved March 14, 2010, from http://www.usmagazine.com/

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Strategy

Process Taken Process, by its very definition, suggests streamlined, effective, no questions asked, time-saving, routine-like actions that repeat over and over. With this perception of “process”, is this concept something that can ever coexist with creativity? Creativity eat, sleeps, and breaths differences, the unknown, exhileration, adrenaline, excitement, fervor, and the occasional agitation. The successful creative is flexible where process is anything but that.

Strategy P ro c e s s Ta k e n

Keeping this in mind, the creative needs a structured process. If creativity knows no bounds, it surely won’t know when to stop even if a fastly approaching deadline appears. Process serves as gentle guidance that is absolutely necessary if creativity is to be effective. Though the concept of structure and process varies from designer to designer or even between creative places of business, the general idea remains the same at it’s core. There needs to be a consistent framework of milestones, events, or checkpoints in order for creative thinking and production to be effectively developed.

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W e l l e awa r e C a m p a i g n B o o k

Interview

Research

The interview, or briefing, is the initial part of the design process that is the most crucial to an effective, efficient, and operational design structure. This is when the client and the creative/ strategic team meet to discuss the project at hand. In order to completely understand what is needed and expected, all questions and concerns need to be asked and voiced.

At this point, it is necessary to educate oneself in all matters related to the program being developed in order to create successful, strategic platforms. Research can come in any form and come from anywhere. It can be found or experienced, but it should always be documented.

Strategy P ro c e s s Ta k e n

Concept

Design

Execute

Evaluate

During this stage of development, the research found is applied to the goals and objectives yet to be achieved. The outcome will be strong, conceptually sound ideas that will strategically deliver results.

Graphic elements are brought to the digital level. At this stage, there can conceivably be multiple rounds of feedback both internally and externally before moving on to the next stage.

Components are created at the finalized level. Now, there are rarely large, conceptual changes being requested to be made.

The point in which the programâ&#x20AC;&#x2122;s success is measured. Did the program achieve its goals? Were the objectives met? Are there changes to be made?

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â&#x20AC;˘

Typography While deciding what type or

important to take certain things into

Researching different typographic families, I determined that I needed my type combination to express simple yet bold information while at the same time exhibiting classic sophistication.

consideration. The one ultimately

The quick brown fox jumps over the lazy dog

making such decisions needs to

The quick brown fox jumps over the lazy dog

combination of type sets to use for any given project, it is

think about where the final product will be displayed, what medium it

Bell Gothic Std Bold

Calibri

The quick brown fox jumps over the lazy dog Century Gothic Regular

will take, [relating to that] on what

The quick brown fox jumps over the lazy dog

substrate the final piece will be

The quick brown fox jumps over the lazy dog

produced, the overall tonality of the concept, and legibility.

Corbel Regular

Futura Medium

The quick brown fox jumps over the lazy dog I T C Av a n t G a r d e G o t h i c E x t r a L i g h t

The quick brown fox jumps over the lazy dog I T C Av a n t G a r d e G o t h i c B o l d

While developing the over arching look and The quick brown fox jumps over the lazy dog feel for the WELLE AWARE sub brand, I Helvetica Neue (T1) 25 Ultra Light wanted to create a specific feeling through The quick brown fox jumps over the lazy dog typography. There will be instances when M y r i a d P r o R e g u l a r the logo mark and brand typography will The quick brown fox jumps over the lazy dog represent the brand without the assistance N e w s G o t h i c M T B o l d of color or imagery.

Strategy Ty p o g ra p h y / C o l o r

Color Color choice for any creative project is exceptionally important. It not only attracts attention but can enhance any emotion or mood both positively or negatively. While choosing colors, I wanted to reinforce the the natural, “green” idea that is reinforced by the partnership with social activist/aid charity fashion delivers. Combining a natural feeling through different greens and blues with sleek grays and black will blend the sleek fashion world with that of the up-andcoming world of eco-fashion. BLUE

Is associated with trust, loyalty, wisdom, intelligence, expertise, confidence, stability and depth. It creates a calming effect, suppresses appetite and has been considered to be beneficial to both body and mind.

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W e l l e awa r e C a m p a i g n B o o k

GREEN

Is the color of nature. It symbolizes growth, hope, freshness, and fertility. Green is associated with healing, stability, endurance, harmony, safety. life, and well being. BLACK

Is associated with power, elegance, formality, death, evil, and mystery. It denotes strength and authority, is seen as formal and elegant, and brings forth feelings of fear and the unknown. GRAY

The color of sorrow, detachment, and isolation. It connotes responsibility and conservative practicality. It’s a neutral color and creates a noninvasive feeling. It’s associated with security, maturity, and dependability.

Strategy Ty p o g ra p h y / C o l o r

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Mood board Composition A visual Communication tool

Strategy M o o d b o a rd

Mood boards help convey the overall style for a project or campaign to someone other than the designer.

can be a tool to visually describe the look and feel of a project in terms of simplest form: actually showing the viewer what elements the designer intends on using in some of the following areas:

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Typography

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Photography

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Colors

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Textures

It can also serve to show the designer what elements function well together and which do not. Using branding elements and design cues from ELLE’s current branding, the proposal is meant to evoke a feeling of elite style and bold attitude. With a bold color palette of cool jewel tones, gray and black, the concept conveys a sleek sense of sophistication and self-confidence in which the bright hues provide clear focal points demanding attention. The typography is meant to be bold and eye catching but not distracting from the overall fashion-focus of the campaign.

212/255/15 RGB

5/200/255 RGB

84/168/20 RGB

19/97/99 RGB

206/238/248 RGB

102/102/102 RGB

18/3/3 RGB

22/0/100/0 CMYK

63/0/0/0 CMYK

71/9/100/1 CMYK

89/45/54/24 CMYK

18/0/2/0 CMYK

60/51/51/20 CMYK

67/70/66/85 CMYK

D4FF0F HEX

05C8FF HEX

54A814 HEX

136163 HEX

CEEEF8 HEX

666666 HEX

120303 HEX

W e l l e awa r e C a m p a i g n B o o k

Sample Photography

Sample typography ITC Avant Garde Bold Capital Case ITC Ava n t Garde Gothic Ext ra Light Helvetica Neue (T1) 25 Ultra Light Helvetica Neue (T1) 35 Thin

Strategy M o o d b o a rd

Sample textures

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Word usage

Initial concepting Preliminary thought Explorations

Strategy Initial Concepting

Initial concepts are sketches or diagrams that exemplify

Initial concepts were created for the following campaign elements:

the design’s conceptual cohesiveness. These will show the project’s progression over time. The end result will probably have strayed from the initial concept, but it is important to refer to all initial documents,

Print component Magazine Advertisement

sketches, and creative thoughts to ensure that the project hasn’t veered off its course. The following initial concepts illustrate beginning thoughts for the WELLE AWARE campaign’s program elements. These helped to determine whether the elements fit into the campaign cohesively and if the individual element met the campaign’s set objectives. As with all of the steps in the design process, each needs to be meticulously compared to the creative brief to determine if it is suitable for the program being created.

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Motion graphic component Banner Advertisement

Interactive Component Program Microsite

In iti al c o nce pt, R ound 1 Emphas i s o n Tim Gunn o n Fashion Ev ent hos t, v ery little E LLE brandi ng

In i t i al c o nce p t, r o un d 2 Re ad d r e sse d co mm u n i cat i o n h i e rar c h y t h r o u g h imag e ry, a d d e d ph o t o o f m o d e l. L ay o u t was d ev e l o pe d d i g i tally, b u t was r e evalu at e d t h r o u g h sk e tc h i n g.

Strategy

SHARE THE FASHION FLARE OCT 2010 BECAUSE ELLE GANCE SHOULD BE FOR ALL

Initial Concepting

BECAUSE

ELLEgance SHOULD BE FOR ALL

See what ’s hot and what ’s not with Style Expert , Tim Gunn , as he hosts ELLE Magazine’s

See what’s hot and what’s not with Style Expert,

ELLEgance for all.

Tim Gunn, as he hosts ELLE Magazine’s Fashion Charity Event

Proceeds benefit

Proceeds from the event benefit Fashion Delivers , a charity that donates new product in order to aid victims

a charity that donates new product in order to

of disasters and individuals in need throughout the year .

aid victims of disasters and individuals in need throughout the year.

only on

Thurs. oct 29 th 9PM est / 10PM pac Salit_Thesis_Wk2_DSR.indd 1

SPECIFICATIONS: file name: safety:

Prel i mi nary layout, rou nd 1 More atte ntion pa id to ty pographic s tyle an d c olor choi c e, re arranging e lements to highlight different w ord s i n body c opy.

trim: non-bleed: 7“ x 10” bleed:

G_Salit_printad_thesis.ai .25” from all TRIM edges. .125”–.1875” from each side of spread center (for type) 8” x 10.875” 8.25” x 11.125”

12/6/09 8:35 PM

P r el i m i nary Lay o u t, Ro u n d 2 R e fi n e d t y po g r aph y, c o l o r ch o i c e , f i g u r e / g r o und r e lat i o nsh i p of el e m en ts i n lay o u t. Final Final Spcifications:

ACCEPTABLE MEDIA: Cd or Mass Transit Ftp FTP guest instructions will be emailed to you upon request. NOTE: A contract proof must follow the next business day. Ink specifications: 4/C process. Match colors available. Binding specifications: Perfect bound; jog to foot. Printing method: Web offset.

PROOF SPECIFICATIONS: Kodak Approval; or any other SWOP certified contract proof. All contract proofs must be made according to SWOP standards including color bars. Proofs that do not meet SWOP criteria will be used for color break only. SWOP #3 coated proof profile is available at www. idealliance.org. In addition, please supply two content (laser) proofs which are an identical match to the furnished file.

A r rang e d e l e m e nt s t o hav e mo r e o f a v i su al fl o w, a nat u ral m o t i on w h en r e ad i ng t h e i nf o rmat i o n.

W e l l e awa r e C a m p a i g n B o o k

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Motion graphic component Preliminary Sketch

Strategy

Pre li mi na ry sketc h 1 “ho w fas hio n can help ” high ly i nter activ e, s howing pap er do lls, v ie wer was to man ip ulate the do lls with c orresponding outf its depe ndi ng o n the w eather pattern shown o n the sc reen.

Initial Concepting

Preliminary sk e tch 2 “Tim Gunn ” Illu strates t h e si mpli c i t y an d b ol d p o we r o f fash i o n c u lt u r e t h r o u g h t h e fas hion men t o r ic o n, T i m G unn.

Motion graphic component Concept Sketch Fr am e 1

Fram e 2

F rame 3

Upo n vis iti ng elle.com:

“Sh ar e ” is t h e h o tspo t t o b e g in ani mat i o n :

W h e n “ S har e ” is cl i c k e d, flo u r ish e s g r o w fr o m bann e r t o t h e r es t of t h e w e b pa g e .

En tire w eb page is de saturated exc ept for the b anner.

When m o u se r olls ov e r t h e w o r d, i t ch ang e s to t h e li g h t g r ay co l o r . F lou r ish e s appe a r ar o u n d mo d e l .

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W e l l e awa r e C a m p a i g n B o o k

*T h e b anne r is s h ar i n g i t s flai r w i t h t h e r e st o f t h e pag e .

Pre l im i nary s ketch 3 “ Ra i nbo w” Uti lizi n g the gr ap hic elements as a method to tr ans ition fro m f ram e to fr ame as we ll as engage the v iew er. Ill us tr ati ng the i mpac t of g lam and g litz i nvo lv ed with all thi ngs fas hion.

Strategy Initial Concepting

Pre liminary ske t c h 4 “Papa r azzi” Illu str ating th e impact t h at fash i o n h as o n t h e c o mm u n i t y an d h ow t h at can h ave a pos itiv e effec t on t h e e nv i r onm e n t an d t h o s e l i vi n g i n i t.

F rame 4

Fram e 5

F rame 6

A s a re s u lt o f the fl ouri s hes “growing”, c ol or i s retur ni ng to the web pa ge around t h e b anner.

Color re ac hes t h e r est o f t h e pa g e .

[ E x t e rnal] Fl o u r is h e s h av e d isappe ar e d “ Cl i c k h e r e t o l e a r n m o r e ” appea rs i n co rn e r * S inc e t h e cli c k act i o n e nable d t h e b anne r s mo t i o n, ano t h e r b u t t on h ad t o b e ad d e d t o p r omp t t h e m i c r o si t e t o o pe n. W e l l e awa r e C a m p a i g n B o o k

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Interactive component

P r el i m i nary sk e tc h e s, p r om o t i o nal m i c r osi t e Each s k e tch h i g h l i g h ts t h e m o d e l’ s i mag e b u t d isplays t h e c o mm un icati n g t y po g raph y in d i ffe r en t way s and w e i g h t s.

Strategy Initial Concepting

HOME

Fashion Delivers

ELLE Link: www.elle.com

Event Info

About WELLE AWARE

Event Specifics

terms and conditions

donate via paypal

share/follow

Twitter

Google Buzz

Ticket Info

Facebook

Share This

Digg

Blogger

Link: www.paypal.com

StumbleUpon

Link: www.hfmus.com/

single pop up with links to

W e l l e awa r e C a m p a i g n B o o k

Alba Link: www.albabotanica.

Mayu Link: www.shopmayu.

Lifetime TeleLink: www.mylifetime.vision

TRU Link: www.truvodka.com/

Soyjoy Link: www.soyjoy.com/

Method Link: www.methodhome.

Project Runway Link: www.mylifetime.com/shows/project-

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ReMade USA Link: www.remadeusa.

Sephora Link: http://sephora.com/

Contributors

Eco cheat sheet

Link: www.fashiondeliv-

Presenting Designers

Ticket info

Pauline Siu Link: floraandfauna.ca

Sonja den Link: www.thieves.caElzen

Andrew Link: www.turkandtaylor.

Gretchen Jones Link: www.mothlove.com/

Meadow Compton Link: http://bymeadow.

Elena Garcia Link: www.elenagarciastudio.

Shawna Robinson & Natalie Link: www.seenolabel.

Mark Liu Link: www.stique.com/

Tristan Gribbin & Marion Link: www.getsust.com/

Ecco Eco Link: www.eccoeco.

Domiknitrix Link: www.domiknitrix.

Fashionista

Link: www.ethicalfashEthical

Link: www.ecochick.ca

Eco Chick (.ca)

Be Green Link: pocketchange.

Be Ecochic Link: www.ecofabulous. Link: www.beecochic.com Eco Fabulous

Eco Chick Link: www.theecodiva. The Eco Diva Link: www.eco-chick.com

Eco Chic Weddings link:www.emeraldmarket. Link: www.ecochicwedEmerald Market

link: www.ecoshoesource. Eco Shoe Source

link: www.ecoseek.net Eco Seek

The Chic Ecologist link: www.ecofashionjunkEco Fashion Link: www.thechicecoloJunkies Commerce with a Conscience Link: http://commercelink: www.ecomama. Eco Mama

P ro c e s s Ta k e n

Strategy

Co nc ept layout, pro motional mic rosite

Deve l oped the s tructure o f e ach pa ge w ithin the micro site’s s i t e map (s e e be l o w).

The interactive component of the

WELLE AWARE campaign is a microsite

that will provide more information

about the WELLE AWARE sub-brand,

background information about eco-fashion

and the Fashion Delivers charity, and the

Share the Fashion Flair event. When

prompted, the microsite will pop-up over

the user’s browser window in a new

window of its own. The dimensions are

800 px x 600 px.

W e l l e awa r e C a m p a i g n B o o k

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standards

Word usage

brand Standards Preliminary thought Explorations

Standards B ra n d S t a n d a rd s

Mission

Corporate Partners Competition

To combine the philanthropic spirit of compassion and care for our planet and the people living on it with our culture’s love of beauty, shopping and entertainment to directly benefit those in need.

Project Runway (a) A reality television show focusing on fashion design that is hosted by model Heidi Klum. The contestants compete with each other to create the best clothes and are usually restricted in time, materials, and theme. Their designs are judged and one or more designers are eliminated each week. http://www.mylifetime.com/shows/ project-runway

Cosmopolitan Published by Hearst Magazines, Cosmopolitan has 58 international editions, is printed in 34 languages and is distributed in more than 100 countries

Fashion Delivers (B) A charitable foundation that mobilizes the fashion community to reach out and affect the world through their donations. Donations provide relief and dignity to men, women, families and survivors of natural disasters. http://www. fashiondelivers.org

Harper’s Bazaar Published by NatMag

Positioning

For the environmentally and socially conscious fashionista who wants/needs to be fashionable yet green, ELLE and Fashion Delivers brings WELLE AWARE: a new section of a publication that provides knowledge and education. Unlike all the other fashion magazines, the ELLE and WELLE AWARE provides this AND the years of fashion heritage and culture the ELLE name carries. (a)

(c)

(b)

(D)

Lifetime Network (C) A television network devoted to movies, sitcoms and dramas, all of which are either geared toward women or feature women in lead roles. The network is owned by A&E Television Networks. http://www. mylifetime.com

Vogue Published in 18 countries + Latin America by Condé Nast Publications. Each month, Vogue publishes a magazine addressing topics of fashion, life and design.

Glamour A women’s magazine published by Condé Nast Publications In Style A monthly women’s fashion magazine, published in the United States by Time Inc. Vanity Fair An American magazine of pop culture, fashion, and politics published by Condé Nast Publications. Marie Claire A monthly women’s magazine providing the reader with health, beauty, and fashion information in each issue. It is published by the Hearst Corporation. W A monthly American fashion magazine published by Condé Nast Publications

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W e l l e awa r e C a m p a i g n B o o k

Logo usage & position The logo has two formats: horizontal and vertical. The WELLE AWARE logo may only be reproduced in black or reversed out on white over a background within the graphic standards. The logo has been created by using ITC Avant Garde, but only the supplied .eps file should be used to represent the brand mark.

0.5”

The logo is to be prominently displayed on all visual pieces branded with WELLE AWARE mark. Preferred placement should be at least 0.5 inches from all text, edges of paper, gutter, border, or visual.

Standards

Incorrect logo usage

B ra n d S t a n d a rd s

Logo appearing in the wrong color

Logo distorted

Breaking apart the logo

Covering the logo

Lorem Ipsum

Drop Shadow

Special Effects

W e l l e awa r e C a m p a i g n B o o k

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Color palette & graphic elements 212/255/15 RGB

22/0/100/0 CMYK

D4FF0F HEX

5/200/255 RGB

63/0/0/0 CMYK

05C8FF HEX

84/168/20 RGB

71/9/100/1 CMYK

54A814 HEX

19/97/99 RGB

89/45/54/24 CMYK

136163 HEX

206/238/248 RGB

18/0/2/0 CMYK

CEEEF8 HEX

102/102/102 RGB

60/51/51/20 CMYK

666666 HEX

18/3/3 RGB

67/70/66/85 CMYK

B ra n d S t a n d a rd s

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120303 HEX

Standards

Color choice for any creative project is exceptionally important. It not only attracts attention but can enhance any emotion or mood both positively or negatively. Soothing colors can make consumers and viewers reminisce about good memories or things from the past. While bold, contrasting colors may be striking and gain attention, they may cause viewers to think of other intrusive things such as the blue and red light of a police siren or the neon yellow and black on caution tape.

W e l l e awa r e C a m p a i g n B o o k

photography

Word usage

Strategy P ro c e s s Ta k e n

Print Standards

Strategy P ro c e s s Ta k e n

See what’s hot and what’s not with

Style Expert, Tim Gunn, as he hosts ELLE Magazine’s Share the Fashion Flair.

Proceeds from the Fashion

Delivers,

event

benefit

charity

that

donates new product in order to aid victims of disasters and individuals in need throughout the year.

Text “FSNDLVRS” to 37160 during the event to Share the Flair and donate $10 and visit sharethefashionflair.com/texttowin 46

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W e l l e awa r e C a m p a i g n B o o k

for more information.

NO PURCHASE NECESSARY. HOW TO DONATE BY MOBILE MESSAGE – MOBILE

Logo treatment & placement b le e d trim S af e t y

P r imary l o g o ar ran g e me nt

0.50”

se co n d a ry l o g o ar rang e m e n t

0.50”

For consistency among print elements, the WELLE AWARE logo should be placed in the bottom or right 20% of each piece. The primary logo format is the stacked vertical arrangement. When this absolutely cannot be used because of the background and the surrounding layout, the secondary horizontal arrangement may be used.

Type Treatment Typographic standards follow the guidelines set in the Visual ID section. Should specific typographic rules break standards set in the previously mentioned section, they will be clearly mentioned in this section.

Head l i ne s

Headlines in print pieces using the WELLE AWARE logo or other brand elements must use ITC Avant Garde Gothic BOLD in all capital letters. Point sizes vary according to the specifications of each piece. The point size of the typography should be 20% larger than the leading point size. The kerning point size should be 93% less than the typography’s point size. These proportions should carry throughout all print elements.

Standards

Share the fashion Flair Oct 2010 e xample h e ad l i n e t y po g r aph y

See what’s hot and what’s not with Style

Body Copy

Typography reserved for body copy must be set in ITC Avant Garde Gothic Book with normal sentence capitalization. Point sizes vary according to the specifications of each piece. The point size of the typography should be 40% larger than the leading point size. The kerning point size should be 17% more than the typography’s point size. These proportions should carry throughout all print elements. In most cases, body copy should only be printed in black. Do not apply photo effects to typography.

Expert, Tim Gunn, as he hosts ELLE Magazine’s Share the Fashion Flair.

Proceeds from the event benefit Fashion Delivers, a charity that donates new product in order to aid victims of disasters and individuals in need throughout the year.

e xample b o d y c o py t y po g r aph y

P r i n t S t a n d a rd s

Typography WELLE AWARE uses the typeface families ITC Avant Garde Gothic *(10/12/25 pt. ratio) and Helvetica Neue (Ti) *(10/12/75 pt. ratio).

ITC Avant Garde Gothic Extra Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 ITC Avant Garde Gothic Extra Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 ITC Avant Garde Gothic Book Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 ITC Avant Garde Gothic Medium Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 ITC Avant Garde Gothic Demi Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 ITC Avant Garde Gothic Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 Strategy P ro c e s s Ta k e n

Helvetica Neue (T1) 35 Thin Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 Helvetica Neue (T1) 55 Thin Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 Helvetica Neue (T1) 55 Thin Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 Helvetica Neue (T1) 55 Thin Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

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W e l l e awa r e C a m p a i g n B o o k

Word usage Word Usage A large part of the WELLE AWARE’s brand development and consistency of style is word and grammar usage. Not only is it imperative to use correct language but it is also important to use the same literary style as is set in the WELLE AWARE brand style guide. Please refer to The Associated Press Stylebook for basic elements of grammatical style and for terms and spelling, use Merriam-Webster’s dictionary.

Abbreviations

ELLE’s environmentalism and socialism initiative is called WELLE AWARE. In headline format, it may be referred to as “ELLE’s WELLE AWARE”. After first mention, it may be referred to as “WELLE AWARE” to the public. The public is NEVER to see the words: ADVERTISING, MARKETING, FINANCE, or CORPORATE.

Capitalization

Use capital case when displaying the The WELLE AWARE brand name without using the logo mark. (Using typography instead of the logo mark is only permissible when the typographic point size is under 10 point).

Dates

Dates are to be expressed as Day of the Week, Month Date, Year (ex. Tuesday, March 9, 2010) Dates can also be expressed numerically as two digits for the month followed by a period, two digits for the date followed by a period, and four digits for the year (ex. MM. DD. YY).

Times

Time should always be expressed with the fewest amount of characters as possible. Do not insert a space between the digit denoting the hour and “pm” or “am” (ex. 6pm). Additionally, when a timespan needs to be represented, do not insert spaces between the “am” or “pm” and the hyphen character (ex. 6pm-9pm).

Web

For all URLs and email addresses, use lowercase typography. If a URL or email address is used in body copy, use italics. (ex. www.sharethefashionflair.com or gilliansalit@sharetheflair. com).

Contact

The contact information will always be expressed on as few lines as possible.

When a normal line break would occur

within USPS standards, use a period and two spaces to denote a new line. When expressing a telephone or fax number, leave spaces instead of using hyphens. Don not use parentheses to encapsulate the area code. To denote whether a number is a telephone number, a cellphone number, or a fax number, use a single letter. (ex.123 Street Road, Cityname, St 98765. t 800.123.4567. www.sharethefashionflair.com. info@sharetheflair.com)

Strategy P ro c e s s Ta k e n

Word usage

Strategy P ro c e s s Ta k e n

Layout sections 4

PRINTED ON RECYCLED PAPER

5 6

See what’s hot and what’s not with Style Expert, Tim Gunn, as he hosts ELLE

Magazine’s Share the Fashion Flair.

Proceeds from the Fashion

Delivers,

event

benefit

charity

that

donates new product in order to aid victims of disasters and individuals in need throughout the year.

Text “FSNDLVRS” to 37160 during the event

to Share the Flair and donate $10 and visit sharethefashionflair.com/texttowin

Standards

for more information.

NO PURCHASE NECESSARY. HOW TO DONATE BY MOBILE MESSAGE – MOBILE PHONE: To enter the mobile messaging program via your mobile device during the Entry Period. Text “FSNDLVRS” to 37160 or visit http://www.sharethefashionflair. com/texttowin. Standard Msg&data rates may apply.

P r i n t S t a n d a rd s

Mag az i ne A dver t i seme n t s

Logo The WELLE AWARE logo should be placed in

Hea d line Treatment

• Four Color

the approved lower right corner of the layout.

7. Type: ITC Avant Garde Bold

• Full Bleed

It should be ≈1.25” x ≈.64”.

8. Size:

• Bleed: 8.25 x 11.125 • Trim: 8 x 10.875 • SAFETY: Leave .25” from all TRIM edges. Gutter safety for TYPE: .125”–.1875” from each side of spread center. • Format:PDF-X1a—which means that it

1. The logo is reversed out of a dark background (image) 2. The logo is located within the safety corner of the layout

• Output resolution of 2400 dpi

Gr i d

• CMYK Composite

3. Layout is arranged in a three-column

gray scale images is 300 dpi; resolution for monochrome images is 1200 dpi;

grid. Body copy lies in the first of three

Ad consists of a large gray scale image with selected colored areas. The body copy is set in 7.75 pt. ITC Avant Garde Gothic Book with 20 pt. leading and spacing and

11. Kerning: -20 pts. 12. Typography Horizontal Proportion: 97%

Ty pog rap hy ITC Avant Garde Book Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

columns 4. There is an invisible diagonal grid line reaching from the upper right corner to

B o dy Co py

10. Leading: 81.39 pts.

guideline on the lower right

conforms to PDF version 1.3 (Acrobat 4);

• Zip compression; resolution for color and

102.85 pt.

9. Left Justified

the lower left corner creating the space for the bold headline. 5. The headline takes up approximately 50% of the layout 6. The headline is on the top 50% if the page

ITC Avant Garde Demi Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 Helvetica Neue 37 Thin Condensed Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

30 pt. tracking/kerning. The body copy in a magazine advertisement should never exceed two short paragraphs.

W e l l e awa r e C a m p a i g n B o o k

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Color palette & graphic elements 212/255/15 RGB

22/0/100/0 CMYK

D4FF0F HEX

5/200/255 RGB

63/0/0/0 CMYK

05C8FF HEX

84/168/20 RGB

71/9/100/1 CMYK

54A814 HEX

19/97/99 RGB

89/45/54/24 CMYK

136163 HEX

206/238/248 RGB

18/0/2/0 CMYK

CEEEF8 HEX

102/102/102 RGB

60/51/51/20 CMYK

666666 HEX

18/3/3 RGB

67/70/66/85 CMYK

While choosing colors, I wanted to reinforce the natural, “green” idea that is reinforced by the partnership with social activist/aid charity fashion delivers. Combining a natural feeling through different greens and blues with sleek grays and black will blend the sleek fashion world with that of the up-and-coming world of eco-fashion. The photography used in the print elements of the WELLE AWARE campaign are to be taken from approved images within this guide. The main, large image is a gray scale image of a model with predetermined areas highlighted in color. The secondary image is also a gray scale image. It is an image of Tim Gunn and this will be provided.

120303 HEX

Standards P r i n t S t a n d a rd s

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W e l l e awa r e C a m p a i g n B o o k

Photography

Word usage

Interactive Standards Standards

Logo Treatment

Photography

Depending on the image background presented, the WELLE AWARE logo should go in the same general location as it was for all print advertising created. The logo is to be placed in the lower right corner of the piece created. Because leaving a 0.5” safety gutter space around the logo isn’t always feasible for interactive media, leave enough space around the logo so that the background behind the logo is presented in the same color and extends outside the logo’s area for at least 7 pixels.

The photography used in any interactive elements of the WELLE AWARE campaign is to be approved before the proof stage of campaign publication. Because of the extensive nature of interactive elements, Images within this guide serve as frame of reference.

I n t e ra c t i v e S t a n d a rd s

In interactive layouts, the stacked vertical format of the logo is the primary logo arrangement and the horizontal format is the secondary arrangement. Typographic standards follow the guidelines set in the Visual ID section. Should specific typographic rules break standards set in the previously mentioned section, they will be clearly mentioned in this section. Logo e d g e 7 px fr o m e d g e of lo g o

P r ima ry l ogo a rran geme nt

S e co nd ary logo a rran gement

W e l l e awa r e C a m p a i g n B o o k

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Type treatment

Color

Hea d l i n e s

B o dy C o py

Headlines in interactive pieces using the WELLE AWARE logo or other brand elements must use ITC Avant Garde Gothic BOLD in all capital letters. Point sizes vary according to the specifications of each piece. The point size of the typography should be 20% larger than the leading point size. The kerning point size should be 93% less than the typography’s point size. These proportions should carry throughout all interactive elements in all locations.

Typography reserved for body copy must be set in

Share the fashion Flair Oct 2010

Arial Regular with normal sentence capitalization with working in an interactive medium. Though monitor size does vary and will change the way each page is viewed, the type size of body copy should always be set the same. It is 8.5 pt.; the kerning is at 11 pt.; the leading is at 20 pt.

ELLE pledges that even while we change—as every living thing must—we will never lose our intelligence, our wit, our cool, and our ability to be just a little ahead of the times. In order to do this, it is imperative to fully understand and appreciate the environment in which we live and the people with whom we share it.

Example int e ract i v e b o d y c o p y

In addition to the guidelines for color found in this section, the color palette for branded Web and screen items adheres to the color palette guidelines set forth in the Visual ID section of this guide. Where to two sections contradict, Web color guidelines must be followed first and foremost above those guidelines set in the Visual ID section.

212/255/15 RGB

D4FF0F HEX

5/200/255 RGB

05C8FF HEX

84/168/20 RGB

54A814 HEX

19/97/99 RGB

136163 HEX

206/238/248 RGB

CEEEF8 HEX

102/102/102 RGB

666666 HEX

18/3/3 RGB

120303 HEX

E xample i nter activ e Headline

Standards I n t e ra c t i v e S t a n d a rd s

Word Usage A large part of the WELLE AWARE’s brand development and consistency of style is word and grammar usage. Not only is it imperative to use correct language but it is also important to use the same literary style as is set in the WELLE AWARE brand style guide. Please refer to The Associated Press Stylebook for basic elements of grammatical style and for terms and spelling, use Merriam-Webster’s dictionary.

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Abbreviations

Capitalization

Dates

Times

Web

For all URLs and email addresses, use lowercase typography. If a URL or email address is used in body copy, use italics. (ex. www. sharethefashionflair.com or gilliansalit@sharetheflair.com).

Contact

The contact information will always be expressed on as few lines as possible. When a normal line break would occur within USPS standards, use a period and two spaces to denote a new line. When expressing a telephone or fax number, leave spaces instead of using hyphens. Don not use parentheses to encapsulate the area code. To denote whether a number is a telephone number, a cellphone number, or a fax number, use a single letter. (ex.123 Street Road, Cityname, St 98765. t 800.123.4567. www.sharethefashionflair.com. info@ sharetheflair.com).

Layout sections

1 3

2 4 5 6

8 10

11 13

Standards I n t e ra c t i v e S t a n d a rd s

The interactive graphics for the WELLE AWARE brand will be displayed online. These specific graphics have been created for a temporary microsite so each component is permanent. All interactive elements will illustrate the same overall look and feel. By doing this, each interactive piece will evoke the same emotional and visual connection, and therefore further the overall creation and build of the WELLE AWARE brand.

1. STAGE

8. SUBSECTION HEADLINE

800 px x 600 px 2. HEADLINE

Type: ITC Avant Garde Bold Size:

21 pt.

Type: ITC Avant Garde Bold

Leading: 25.2 pts.

Size:

Kerning: 0 pts.

49.566 pt.

Left Justified

Typography Vertical Proportion: 97%

Leading: 65.887 pts.

9. SECONDARY SECTION

Kerning: -40 pts.

10. TERTIARY SECTION

Typography Vertical Proportion: 97% 3. SUB BRAND LOGO White (#FFFFFF)

Does not change 11. SECTION CAPTION Type: Arial Regular

4. PRIMARY NAVIGATION

Size:

5. SECONDARY NAVIGATION

Leading: 11 pts.

6. SECTION HEADING

Kerning: 20 pts.

Type: ITC Avant Garde Bold Size:

37 pt.

8.5 pt.

Typography Vertical Proportion: 100% 12. LEGAL INFO/SECTION NAVIGATION

Leading: 29 pts.

Type: Arial Regular

Kerning: -25 pts.

Size:

Typography Vertical Proportion: 97%

Leading: 9.6 pts.

7. BODY COPY Type: Arial Regular Size:

8.5 pt.

Leading: 11 pts.

8 pt.

Kerning: 0 pts. Typography Vertical Proportion: 100% Color: 50% Black (#000000) 13. SOCIAL LINKS

Kerning: 20 pts. Typography Vertical Proportion: 100%

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Word usage

Motion Graphic Standards

Standards M o t i o n G ra p h i c S t a n d a rd s

Logo Treatment

Typographic Treatment

Typographic standards follow the guidelines set in the Visual ID section. Should specific typographic rules break standards set in the previously mentioned section, they will be clearly mentioned in this section.

Pri ma ry l ogo a rran gement

Se co nd ary logo arrangement

A large part of the WELLE AWARE’s brand development and consistency of style is word and grammar usage. Not only is it imperative to use correct language but it is also important to use the same literary style as is set in the WELLE AWARE brand style guide. Please refer to The Associated Press Stylebook for basic elements of grammatical style and for terms and spelling, use Merriam-Webster’s dictionary.

Logo edge 7 px from e d g e

Headlines

Share the fashion Flair Oct 2010 E xample M o t i on G raph i c He ad l i n e

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W e l l e awa r e C a m p a i g n B o o k

Word usage A large part of the WELLE AWARE’s brand

also important to use the same literary style

style and for terms and spelling, use

development and consistency of style is

as is set in the WELLE AWARE brand style

Merriam-Webster’s dictionary.

word and grammar usage. Not only is it

guide. Please refer to The Associated Press

imperative to use correct language but it is

Stylebook for basic elements of grammatical

Abbreviations

Capitalization

Dates

Times

Web

For all URLs and email addresses, use lowercase typography. If a URL or email address is used in body copy, use italics. (ex. www.sharethefashionflair.com or gilliansalit@sharetheflair.com).

Contact

Photography

Standards

Color

M o t i o n G ra p h i c S t a n d a rd s

The photography used in the motion

In addition to the guidelines for color

graphic elements of the WELLE AWARE

found in this section, the color palette for

campaign are to be taken from approved

branded Web and screen items adheres

images within this guide. The main, large

to the color palette guidelines set forth in

image is a gray scale image of a model

the Visual ID section of this guide. Where

with predetermined areas highlighted in

to two sections contradict, Web color

color.

guidelines must be followed first and foremost above those guidelines set in the Visual ID section.

212/255/15 RGB

D4FF0F HEX

5/200/255 RGB

05C8FF HEX

84/168/20 RGB

54A814 HEX

19/97/99 RGB

136163 HEX

206/238/248 RGB

CEEEF8 HEX

102/102/102 RGB

666666 HEX

18/3/3 RGB

120303 HEX

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Layout specifics

Standards M o t i o n G ra p h i c S t a n d a rd s

The motion graphics for the WELL AWARE brand will be displayed online. All components will illustrate the same overall look and feel. By doing this, each interactive element will evoke the same emotion and visual

Typo g raph y

Type: ITC Avant Garde Demi Size: 47 pt. Left Justified Leading: 36 pts. Kerning: -50 pts. Typography Horizontal Proportion: 97% Capital Case Black type

connection, therefore further the overall creation and build of the well aware brand.

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Logo placement

Link style

Type: ITC Avant Garde Bold Size: 15 pt. Left Justified Leading: 36 pts. Kerning: -5 pts. Typography Horizontal Proportion: 97% Capital Case Before state: type color R:223 G:0 B:160 Hover state: type color R:255 G:18 B:0

Word usage

Strategy P ro c e s s Ta k e n

solution

PRINTED ON RECYCLED PAPER

See what’s hot and what’s not with Style Expert, Tim Gunn, as he hosts ELLE

Solution

Magazine’s Share the Fashion Flair.

Print Proceeds from the Fashion

Delivers,

event

benefit

charity

that

donates new product in order to aid victims of disasters and individuals in need throughout the year.

Text “FSNDLVRS” to 37160 during the event to Share the Flair and donate $10 and visit sharethefashionflair.com/texttowin for more information. NO PURCHASE NECESSARY. HOW TO DONATE BY MOBILE MESSAGE – MOBILE PHONE: To enter the mobile messaging program via your mobile device during the Entry Period. Text “FSNDLVRS” to 37160 or visit http://www.sharethefashionflair. com/texttowin. Standard Msg&data rates may apply.

Salit_Thesis_Wk2_DSR.indd 1

SPECIFICATIONS: file name: safety:

trim: non-bleed: 7“ x 10” bleed:

G_Salit_printad_thesis.ai .25” from all TRIM edges. .125”–.1875” from each side of spread center (for type) 8” x 10.875” 8.25” x 11.125”

Final Final Spcifications: ACCEPTABLE MEDIA: Cd or Mass Transit Ftp FTP guest instructions will be emailed to you upon request. NOTE: A contract proof must follow the next business day. Ink specifications: 4/C process. Match colors available. Binding specifications: Perfect bound; jog to foot. Printing method: Web offset.

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5/20/10 1:18 PM

ACCEPTABLE FILE FORMAT: PDF-X1a—which means that it conforms to PDF version 1.3 (Acrobat 4); it has an output resolution of 2400 dpi; it is composite CMYK; it uses high-quality JPEG or lossless Zip compression; resolution for color and grayscale images is 300 dpi; resolution for monochrome images is 1200 dpi; and fonts are embedded and subsetted 100%; as well as other characteristics. This format is acceptable for full or partial pages. Trapping is the responsibility of the file provider. Further information about PDF-X1a can be found at www.pdf-x.com. PROOF SPECIFICATIONS: Kodak Approval; or any other SWOP certified contract proof. All contract proofs must be made according to SWOP standards including color bars. Proofs that do not meet SWOP criteria will be used for color break only. SWOP #3 coated proof profile is available at www. idealliance.org. In addition, please supply two content (laser) proofs which are an identical match to the furnished file.

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Strategy P ro c e s s Ta k e n

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Solution Interactive

M i cr o si t e: “ho me” page

M i cr o si t e: “a bout” page

M i c r o si t e : “ e v en t ov e rv i e w” pag e

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Mi cro site: “e v ent sp ecifics ” pa ge

M i c r o si t e : “ T i m ’ s b i o ” pag e

Mi cro site: “e v ent contributor s” pa ge

M i c r o si t e : “ e ve n t c o n t r i b u t o rs ” pag e

Solution I n t e ra c t i v e

w i t h h ov e r in g m o u se

Mi cro s ite: “ pri vac y p olicy” pa ge

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M i c r o si t e : “ e c o c h e at sh e e t ” pag e

M i c r o si t e: “ pre se nting de sig ne r s” pa ge

M i c r osi t e : “ pr e se n t i n g d esi g n e r s” pag e w i t h h ov e r i ng m o u se

Solution I n t e ra c t i v e

M i c r o si t e : “ti cket i nfo ( and p urchas ing)” pag e

M i cr o si t e : “ t e rms and c o n d i t i o ns” pag e

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Motio n gr aphi c: f ram e 1

M o t i o n g raph i c : fr ame 2

Solution M o t i o n G ra p h i c

Motion gr aphi c : frame 3

M o t i o n g raph i c : fr ame 4

Motio n gr aphi c: fr ame 5

M o t i o n g raph i c : fr ame 6

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MDMFA

Media Design Master of Fine Arts Brand Development Design Strategy Production Workflow Campus: 800.226.7625 | Online: 888.993.7338 3300 University Boulevard | Winter Park, Florida 32792

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