P R O C ES S Process BOOK
Book
Visual Identity Miranda Le e ART 228 B Spring 2014
TABLE OF CONTENTS 2
Defining the Proble m ; G oal s & O bjec tives
PROCESS WORK
3 Sketche s 4 Mo odboard 5
Type Stu die s
6
Early Ve rsions
FINAL SOLUTION
7 Logo 8 Packaging 9 Poste r 10
Shirts
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Defining the Problem; Goals & Objectives
GOALS & OBJECTIVES Th e pr im a ry goal of this proje ct was to create a coh es ive an d con s is ten t vis ua l id e nt i t y for the artist that evoke s th e s pirit of h er mus ic an d pers on ality . This inclu d e s al b u m packaging (ou te r pa ckage, l y ric bo ok in s ert, an d CD l abel ) , a pos t e r d e s i gn ( fo r u se in promotion of even ts like con certs , an d to advertis e th e al bum ) , and s e parate de signs for me n’ s a n d women ’s s hirts .
CHALLENGES Th e cli e nt had no collate ral or promotion al material s to s peak of, s o bran din g a nd cre a t ing a n ide ntity from scratch was a ch all en ge. With n othin g to s tart from, it was a s t retch to narrow down the en dl es s pos s ibilities to on e cl ear ch oice th at fi t t h e im age of the artist.
BACKGROUND INFORMATION S a rah Ti ffany (le gal name Sarah DeMers ) is an in depen den t artis t from Bradento n, a s m a lli s h town in the Tampa Bay area of Fl orida. Th e daughter of a mus ic direc to r and g ui tarist/ songw rite r, Sarah grew up s in gin g an d performin g in s ch o ol an d a t ch u rch . Sh e plays both guitar and pian o. Her mus ic an d s ty l e can be des cribed a s pe rs o na l , vibrant, hone st, re sonan t, mel odic , s tory tellin g, mell ow, th ought-prov o king , s ince re , and balladlike . H e r li s t e ne r au die nce consists of primaril y high s ch o ol an d coll ege-age femal e s w h o li s t e n to othe r acou stic artis ts (s uch as Ed Sh e eran , Nin a Nes bitt) an d reg ul a r l y ke e p u p w ith “ cove r” artists on YouTube. A portion of h er fan bas e is al s o int e re s t e d in fe male pop artists with ps uedo-Ch ris tian ro ots (i.e. Bro oke Fras er , France s ca Battiste lli, etc. ). As a m u s i cian, Sarah se e k s to create beautiful mus ic th at in s pires an d tell s a sto ry. Sh e a s pire s to gain a gre ate r au d ien ce beyon d th at of h er YouTube ch ann el , and h o pe s to some day re le ase profe ss ion all y -produced al bums an d “make it big.”
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process work — Sketches
Cov e r
Package Con s truc tion
Po s t e r
Ly ric In s ert Pages 5
process work — moodboard
creative
Calm Clean
fresh
S oft wa t e rcolor illu strations and s pl as h es l en d th ems el ves to th e artis try an d cre a t i v i t y of the mu sic writte n an d performed by th e clien t. Bird imagery an d t h e allu s i o ns to flying that are lace d th rough out th e projec t hin t at th e al bum’s th em e and t i t l e : Longing. Co ol and bright col ors ke ep th e imagery from bein g to o s o m b e r o r d e pre s sing. M o s t of t he e le me nts inclu de d in th e mo odboard direc tl y tran s l ated to fin al pa rt s of t h e proje ct. Wate rcolor splashes an d s pl otch es , co ol col ors (like teal , blue, aq u a, t u rq u oise ), bird image ry, an d a watercol or portrait were all us ed in fin a l pro j e c t pi e ce s. Only two of the ty peface option s in th e mo odboard were ch os e n fo r pr im a ry u se in the proje ct.
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process work — type studies Th e cli e nt state d in initial me eting s th at h er s on gwritin g was influen ced by artis t s f ro m t h e 5 0 s — 70s, so e arly typ e s tudies in cluded a l ot of vin tage-retro in s pire d t y pefa ce options. Othe r options were ch os en bas ed on s implicity of lin es an d g e o m et r i c s t r uctu re . A w ide variety of s erif, s an s s erif, an d s cript, as well as uppe rca s e and mix e d-case typeface s were ch os en as option s for th e ty pe s tudies .
Sarah Tiffany
qumpellkaNo12
Sarah Tiffany
Sarah Tiffany
sarah tiffany
Sarah Ti any
Sarah Tiffany
quicksand
mohave semibold
blanch
mensch regular
mensch bold inline
Sarah Tiffany fenwick outline
Sarah Tiffany canter bold 3d
SARAH TIFFANY intro
sofia
bellota
Sarah Tiffany
Sarah Tiffany housegrind
Sarah Tiffany pacifico
Sarah Tiffany lobster 1.4
Sarah Tiffany
Sarah Tiffany
SARAH TIFFANY
Sarah Tiffany
telegrafico
flagship slab bold
Sarah Tiffany
novencento slab wide
marketing script
southern aire
Sarah Tiffany monoment
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process work — early versions
W hil e d e s iging cove r options, I quickl y determin ed th at th e vis ual iden tity s h ould h av e a wa rme r fe e l than the stark whiten es s of watercol or paper. Th e vis ual im age r y of the bird flying toward white s pace h ad a more s ignifican t meanin g tha n t h e t re e or the portrait of the artis t, an d al s o fit with th e al bum titl e: Lon gin g . Thi s f ro nt cov er option late r be came th e l y ric in s ert cover, an d guided th e images a nd s y m b o li s m for the re st of the pie ces of th e projec t. Earl y pos ter des ign s didn ’t s h are a s tron g en ough con n ec tion with th e al bum cover. Sin ce th e on e of th e goa l s of th e pos ter was to promote th e al bum rel eas e, I decided to go with a more direct tran s l ation of th e l y ric bo ok cov e r to th e pos ter forma t .
presenting her new EP
Longing youtube.com/sarahtiffany325
To o “g irly”
To o da r k
Wa n te d to in clu d e th e a r tist’ s n a m e
To o d a r k 8
Sarah SarahTiffany Tiffany
final solution — logo
Ear l y t y pe stu die s inclu de d a lot of vin tage-retro in s pired ty peface option s , but aft e r co ns ulting colle agu e s and t h e clien t, I decided th at it would be bes t to g o w i t h a m ore mode rn, cle an, and eas y -to-read ps eudo-s cript (Sofia) . This ch oice h ad a n a ir of fe mininity that many of th e s erif an d s an s -s erif option s l acked, a nd was m u ch e asie r to re ad and re cognize th an s ome of th e more el aborate s crip t o pt i o ns . I t also me she d ve ry w e ll with th e clien t’s s impl e, cl ean s oun d.
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final solution — package
FR O NT
BACK
Th e fin al outer package s olution wa s bas ed on a revers al of th e col ors of th e initial cover con cept. Th e res ul t wa s a more eye-catchin g, bold cover wit h bright col ors an d an even brighter ce ntral image. Th e bird/flight imagery ta ke s cen ter s tage on th e cover. A fl ock of birds alludes to bel on gin g an d th e idea of bein g a part of a greater wh ol e, an d tre es /growth are al s o an importan t parall el to th e al b um th eme an d con cept.
IN SIDE SPR EAD
LYRIC BOOK INSERT SPREADS
The origina l bird cover con cept was us ed as th e fin al l y r i c bo ok cove r. Th e in s ide pages were in termitten tl y s pl as h e d w ith wate rcol or an d images th at rel ate to th e th eme of t h e albu m. The lighter col ors of th e l y ric bo ok (compared to t h e ex te rior pa ckagin g) furth er s erve to lighten up th e packa g ing as a w h ol e, an d ke ep it from l o okin g to o dark or h e a vy.
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final solution — poster
Th e poste r was a large r tra n s l ation of th e l y ric in s ert cover, with out th e a l b u m title in the w ings of t h e bird. Th e artis t’s n ame was made much l arge r to cre ate inte re st and emph as ize importan ce. Th e al bum cover inclu de d in the low e r left corn er (al on g with a link to th e artis t’s YouTube pa ge ) re minds the viewe rs th at th e al bum is avail abl e for purch as e, an d to che ck ou t the re st of the artis t’s s on gs an d covers onlin e. 11
final solution — shirts
Th e fina l ve rsion of the wome n’s s hir t d e s ign inclu de d a few of t h e ce nt ra l e le me nts from the albu m cov e r and inse rt— broad swaths of blu e - gre e n wate rcolor, a flock of bird s , a nd the artist’ s name .
Th e fin al vers ion of th e men ’s s hirt deis gn featured a l arge vers ion of th e bird an d EP titl e (Lon gin g ) from th e l y ric bo ok cover. Th e col ors were darken ed an d s light l y des aturated to make th e l o ok a littl e more “mas culin e.”
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