Process Book By Louisa Ramirez
Copyright Š 2020 by Louisa Ramirez All rights reserved. No part of this book may be used or reproduced without written permission from the author. For information, contact Louisa Ramirez louisa.m.ramirez@gmail.com
Table of Contents
01 Formal Proposal 1.1 Proposal
05 Typography 2
02 Research 2.1 Problem 2.2 Solution 2.3 Company Name
4 5 5
03 Brand Overview 3.1 3.2 3.3 3.4
Mission Statement Target Audience Tagline Tone
8 9 9 10
04 Logo 4.1 4.2 4.3 4.4 4.5 4.6 4.7
Logo Sketches Revisions Logotype Logo Color Signature & Minimum Size Safety Area Incorrect Usage
13 15 17 19 21 22 23
5.1 Typography Palette 5.2 Sample Setting
26 28
06 Stationery 6.1 Stationery Set
31
07 Collateral 7.1 Merchandise Items
35
08 Marketing 8.1 Digital Marketing
38
09 Website 9.1 Idea 9.2 Low Fidelity 9.3 High Fidelity
43 43 45
10 Graphic Standard Guide 10.1 Grid 10.2 Design Approach
51 52
11 Acknowledgments 11.1 Thank you
54
01
Prosposal
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For my senior capstone, I wanted to create a company that will bring a new approach in conducting business for the creative sector online. Moms, event planners, friends and families use these inspiration websites to help them conceptualize a plan for parties, themes, products.
We are all going through a tough situation with the pandemic and there are new protocols to take, to ensure that we all do not contract covid-19. So, if we can’t meet face to face, why not create a space where you can still be inspired and see the vision come into play in your vision board online?
Additionally, I have heard from many of my friends who are non-creators say phrases like “I can’t make that cake,” or “I am too busy to decorate my child’s party”. Then, they go out and research who can replicate their idea and have a hard time describing their vision.
I propose the company Sisu, a visual discovery tool with in-house market shopping. Consumers can search for their desired inspirations and create mood boards that will provide them the opportunity to connect with local vendors ,with-in their budget, to help them re-create selected inspiration. Not only will they have the best options, but they will be supporting their creative community.
On the other hand of this issue are the creators. I worked with an event specialist to create a logo for her company to make her brand become better known in her home area. After our collaboration, I came up with an idea on how I could make small party companies grow and make life easier for non-creators.
As a designer I will utilize my experience in branding to generate a logo, corporate standard guide booklet, stationery, website mock-up and digital web ads.
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02
Research 2.1 Problem 2.2 Solution 2.3 Company Name
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2.1
Problem In the creative community there are great visual discovery engines out there to find inspiration for an event but sometimes users feel that they are not artist and cannot re-create what they see on-line. It is hard for them to imagine the creation in real-time. A mom may feel that she is not talented enough to recreate that special decoration that can make their son or daughters day even more special. To add many vendors that show case beautiful work can be out of there price point or if you are interested you must request a free quote. This can lead to many users feeling no longer in control. On the other hand, small party planners are looking to be known but because of algorithms in social media they are not always on the top of the list.
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2.2
Solution Sisu brings a new approach to bringing your vision to life and building a community by connecting dreamers and creators in the event industry. Here consumers will have the opportunity to collect inspiration for their desired event and the capability of putting in a budget if they want to look for local vendors to assist them on their inspiration. Users get a chance to preview how it will look at their exact location. Vendors will see the support through their community by all the outreach from consumers.
2.3
Company Name Origin Sisu is a Finnish word meaning the following: The extraordinary and indomitable Finnish spirit to never quit and go beyond all limitations especially in the face of extreme adversity. Upon reading the meaning and viewing how everyone has become resilient to our current situation with the pandemic it perfectly embodies all elements to describe the user and the designer.
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03
Brand Overview 3.1 3.2 3.3 3.4
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Mission Statement Target Audience Tagline Tone
3.1
Mission Statement For modern creators and dreamers looking for inspiration to create a special vision for an event within their budget, Sisu brings you a catalog of creative designs that can illuminate your space all while giving you the encouraging support from your creative community.
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3.2
Target Audience The market for Sisu users age ranges from 18 and above. The individual can be anyone, an event planner, busy mom, or a family with a common theme of bring creators.
3.3
Tagline
Lets De
Toget
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esign
ther.
3.4
Tone Informative, friendly, partnership, exciting, creative and community.
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04
The Logo 4.1 4.2 4.3 4.4 4.5 4.6
Logo Sketches Revisions Logotype Color Signature & Minimum Size Safety Area
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4.1
Sketches The beginning stages of creating a logo for Sisu seemed very disconnected. I only wanted a wordmark, I believed that simplicity of no mark would showcase modern, relaxed and inviting and Sisu was strong enough on its own. However, I began to think about tape, yes tape that you used to wrap presents. It was part of the element where users would apply a piece of tape to collect images for their mood boards.
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After review and being rejected on the idea, I had to start from scratch again. I began to explore how to connect descriptive words that came to mind during my brand overview and from that sketched how unity, bond, community, hold, embrace, balance, space, dreamers, creators could look like as my company mark.
This page Second round of new sketches for my mark. Previous page Rough draft of first sketches ideas for Sisu.
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4.2
1
2
3
4
8
9
10
14
15
16
20
21
22
26
27
28
Revisions In my first round of digital format, I worked on the mark. Here I came up with using the idea of the letter S, people, community. Design is shown through how the mark is depicted. I am looking to create a company with a tone that is soft, hope, partnership and exciting. When the user is on this website, they are looking for a joy of collaboration or a joy of being inspired. I worked with different style of logotypes to see which worked best together.
7
13
19
25
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4
5
6
10
11
12
16
17
18
22
23
24
28
29
30
After much deliberation I narrowed it down to four marks to further explore how I can bring SISU to life. Each of them carried the tone for my company but there were disconnections in the weight size in the lines and proportions. The strongest of the group was number 28, the style was simple and yet powering because of the symbolism of people, idea, community.
Facing page and this page My second round of sketches created into digitalized marks. This page, top No. 28 selected mark that embodied Sisu brand. The circle is the community, the head represents people, and the loop represents the link of ideas.
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4.3
Logotype In this case I had to work on finding the perfect logotype for my mark. I wanted to look at both Serif and San Serif style. I knew that it had to carry character with it to embody the company. I considered two typefaces Quinlee Sans and Simplicite extb regular and I picked the modern san serif.
sisu Gotham bold
SISU
sisu
Trade Gothic Next SR pro bold compressed
Sisu
Highfield regular
SISU
Brandon grotestque
Aperta extra bold
sisu
sisu
Filson soft regular
Le Havre Bold
SISU
sisu
Galano grotesque bold
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sisu
Trade Gothic Next SR pro bold compressed
Filson soft bold
sisu
UKUW
Quinlee sans
5KORNKEKVG GZVD TGIWNCT
Quinlee Sans
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4.4
Color SISU’s brand personality is creative, fun and caring. I took in consideration of color association among competitors. I went with the following colors that evoke the emotions of inviting, happy, and sense of calm because looking for inspiration and the right items for you should always feel comfortable and never in a rush.
Opposite page Sisu has two strong color choices, Pantone 486 U has additional tints that can be used. The following are 75%, 65%, 50%, 20% and 10%
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Pantone 486 U CMYK 16% 60% 57% 1% RGB 207 123 105 HEX #Cf7b69
Pantone CMYK RGB HEX
2965 U 80% 62% 43% 26% 60 81 100 #3C5164
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4.5
Lockup & Minimum Size Final Logo selection creates a clean and modern signature with intention to showcase symbolism of unified link of ideas and creations that come together through their community. The signature may be no smaller than 0.9838� high.
logomark
logotype
0.9838 in
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4.6
Safety Area
The Sisu logo should always have a safety area to ensure the integrity of the brand is free from clutter. The letter U of the logotype is used to demonstrate the safety area of the logo from other elements such as images, type, and illustrations to maintain a strong appearance.
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4.7
Incorrect Usage It is important to uphold the visual form of the Sisu logo to deliver an effective brand identity. The following are the incorrect usage.
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Don’t alter logo font.
Don’t not distort the logo.
Don’t alter the logo.
Don’t add colors to individual elements, only use primary brand color.
Don’t rotate the identity.
Don’t not distort the logo.
Don’t use drop shadows, or other visual effects.
Don’t create a 3-d version.
Don’t reposition mark.
Don’t alter the placement or scale of the elements.
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05
Typography 5.1 Typography Palette 5.2 Sample Settings
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5.1
Typographic Palette Typography is an important component for our brand to communicate clear messages and create an effective emotion. Here are our selected typefaces. The primary typography is Quinlee Sans. It brings character to the signature and it is used in the logotype. With a strong presence that embodies the Sisu's brand of effortless and design, it should be used in all titles and headings. The best secondary typeface that brings a sense of character to Sisu is Open Sans.
Primary typeface
Quinlee Sans The quick brown fox jumps over the lazy dog 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 12345678910 !@#$%^&*()?><":{}[] Sisu Process Book | 26
Secondary typeface
Open Sans Sphinx of black quartz, judge my vow.
Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 12345678910 !@#$%^&*()?><":{}[]
Semibold
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Italic
Styles The following styles from Opens Sans are available to be use additional substitute for sub-headers, pullout quotes.
Bold Bold Italic ExtraBold Regular ExtraBold Regular
5.2
Sample Setting HEADLINE Quinlee Sans Regular Size: 36pt Leading: 32pt Kerning: Optical SUBHEAD Open Sans Bold Size: 16pt Leading: 19pt Kerning: Optical PULL QUOTE Open Sans Bold Size: 14pt Leading: 16pt Kerning: Optical BODY Open Sans Bold Size: 10pt Leading: 13pt Kerning: Optical
ET HICTUM REIUM REM CONSEDITET ULLABORISI AUT EATUR SINT QUAECEA DOLLECTUS MO DOLUM. “Parchil laboressit eossequi accus, ex comnimin poreritibus sa nus que corem quam, comnis peditem eumque.” Et officte preheneste prerrum aritatibus dipsamusam fugiaerovit ium untibus, sum aut ommoluptam aut adit fugiata verendam num quuntempost laturerum ea verro volorum numquo everita epeliquat harum hillora duciatis. Deseque eum quiaspererum sitatur mosa dia dessequi il est, eatesen itionse num cusapictem et volorem porepro conet velent res dolut imusdae aut ut et ulparum velecto essum ut autem hil mo consercides eosandae voluptas ad.
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06
Stationery 6.1 Stationery Set
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Lets Design
Together.
Ashley Henderson CEO Tel: +1 804 748 7345 Email: henderson@sisu.com Web: sisu.com
Lets Design
Together.
Ashley Henderson CEO +1 804 748 7345 henderson@sisu.com sisu.com
Ashley Henderson CEO +1 804 748 7345 henderson@sisu.com sisu.com
Lets Design
Together.
Lets Design
Lets Design Together
Together.
Ashley Henderson
p: +1 804 748 7
e: henderson@sisu.com
w: sisu.com
Ashley Henderson
Chief Executive Officer +1 804 748 7345 henderson@sisu.com sisu.com
Ashley Henderson CEO
+1 804 748 7345 henderson@sisu.com
6.1
6737 W. Cary street Richmond, VA 23221
Sisu's Stationery Samantha Rios 200 N N Arthur Ashe Blvd Richmond, VA 23220
I put a log of thought into what elements to add into my stationery system. One of my ideas was to make a pattern with the mark, but it ended up looking like a pretzel. Then I focused on Sisuâ&#x20AC;&#x2122;s tone and the word partnership stood out. I designed a simple stationery. By adding two circles that come from the mark which represents the two people that talk in this correspondence. The color palette adds great appeal of excitement for a future partnership.
Lets Design
Together.
Lets Design
Together. Ashley Henderson CEO
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+1 804 748 7345 henderson@sisu.com sisu.com
To: Samanatha Rios Creative Director 200 NArthur Ashe Blvd Richmond, VA 23220
October 15, 2020 200 N Ashe Blvd Richmond, VA 23220
Dear Mrs. Rios, Maximodi ipit escim sapieni moluptas ad eicae experio. Uciat por ressequam fugia aliquia sum quias con rero bea qui dolore quas nem qui quosseque velit, quidelenim faccupit dionsed maior re nobis non conse quibusa ntibus exerro ea pra dit voluptatis illaut volo mi, sus, te sitis voluptatem facidel isquas coreraepro blatemodis dolorep udictem et verum quides abo. Erspernam atiaero ipsus et eos a quam quis andelen demporibus etus min cor as inisi re et quatque inum audi acilige ndenihil illabor emporitatio blanit, to et pre nimet ius audaectatur simet et aliciet at. Dellupta idebitium qui veniti voluptaquat es aut litis repedit landa vellorepe porro molupta con nos es autae pa cor anto optatis il eatusaepro vero vero intibus apidigente labo. Epernat vero venda voluptio ipsae demporum reperum lacea volorerum illaut aspe aliquia quidest aut lanis nis serupta eperupt aturis magnient invelit delit enderitatur? Faccum evel mo ipsa dus. Od untiorum facea sundem ercipis dunt plantiatis ut officte mporem quiam sequo beatur molut autem qui doluptat autat eatur, culpariores maio officit acipsa id et harum aut quiate vidus eum nis est, isciis modireicaereprae rem eatem doluptatis et, nonsequis aut ut evelestem veni offictia cullatur molum que dio berferum qui te pe pro blabo. Ficiur sollandae. Geni quia que quat et audi to venihil iquunt, adisi acit doluptis as etur? Em quis magnimoles doluptat. Et veliciam que porerum quia consent. Best Regards,
+1 804 748 7345 6737 W. Cary street Richmond, VA 23221 henderson@sisu.com sisu.com
Ashley Henderson CEO
Lets Design
Together.
Previous Page Envelopes and business card. This page, top Front and back cover letter.
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7.1
Merchandise Items
07
Collateral 7.1 Merchandise Items
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I was thinking about items that would be helpful not only every day but when it comes time for planning an event. I wanted to use the logo and tagline through out the collateral. Also, I created fun icons for the creators such as bakers, cookie designers, calligraphers, balloon artist, set decorators and more.
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08
Marketing 8.1 Digital Marketing
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8.1
Digital Marketing Digital marketing is very important aspect in the branding world. I created a design for both userâ&#x20AC;&#x2122;s of Sisu. The first set of images show a vision brought to life for a soon to be busy mom. She used Sisu to find the right items to cater for her event, making her day even more special. The second design is for the artist, designer, or dreamer who wants to make what he or she loves into a career. This ads shows a creative member of Sisu receiving an image of a clientâ&#x20AC;&#x2122;s special day she helped designed.
Instagram 1080 x 1080 px
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Digital Web Banners Mobile leader board 320 x 50 px Half page 360 x 600 px
Leader board 728 x 90 px
Large rectangle 336 x 280 px Medium rectangle 300 x 250 px
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Mobile leader board 320 x 50 px Half page 360 x 600 px
Leader board 728 x 90 px
Large rectangle 336 x 280 px Medium rectangle 300 x 250 px
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09
Website 9.1 Idea 9.2 Low Fidelity 9.3 High Fidelity
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9.1
Idea I looked at similar websites that hosted inspiration blogs. While everything had similar features such as the like, save and sharing button. I focused on showing how the user will connect with the creator. My goal was to make the user feel comfortable navigating the site. Provide them the necessary tools to make their search easier.
9.2
Low Fidelity After sketching out my block frames I went into Adobe XD to create a low fidelity. I used an Adobe UI kit that I picked elements that fit my sketches to create my page layout for the homepage, search page, picture card, and creator section.
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Previous Page Home Page This Page Section Page, Photo Card, Creator Section.
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9.3
High Fidelity When it came time to move my low fidelity to high fidelity, I made sure to take in consideration of Sisuâ&#x20AC;&#x2122;s brand colors. These two colors give the necessary pop on the buttons and typography. The web page had to feel simple and not overwhelming with so many elements everywhere. When the user is on this site it should feel trouble-free to use from start to the end. In the user flow for my prototype, the user wants to find someone who can make her a cake. From the homepage she clicks on the cake section. Here, she finds a cake that she wants. Hovering she has the option to like or save. Clicking on the image, she discovers that she can enter her zip code to find someone who can make this. User seeâ&#x20AC;&#x2122;s creator profiles. She can save them or message them directly.
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Previous Page Web 1920 - Home Page This Page Web 1920- Section Page, Top are UI elements for search bar, hovering, and the gradient hover for the images, icons, price range and input section.
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This Page Web 1920 - Image Card & Creator Card
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10
Graphic Standard Guide 10.1 Grid 10.2 Design Approach
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10.1 Grid
To display my graphic standard guide I used a 8x6 page. Margins were set to 0.5 in top and inside and 0.75 inches for the bottom and outside margin. I used a 12 column grid throughout my booklet to showcase my work cohesively.
0.5 in
0.5 in
8x6in Horizontal
0.75 in 0.75 in
This Page Example of Grid system displayed on Imagery section of Sisu Standard Guide booklet.
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10.2
Design Approach When it came to designing my graphic standard guide, I used Sisuâ&#x20AC;&#x2122;s brand color palette. The colors played well with one another creating new sections. For opening sections I use mockup images to display elements in use. Also, I focused on demonstrating the important practices of the visual assets to help eliminate mistakes for potential client use.
This Page Starting from the top, displayed are the cover and back page. Opening section and mockup for stationery section.
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11
Acknowledgments 11.1 Thank You
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11.1
Thank You This journey was not one I expected for my final semester. I wanted everything to go back as it was before. This project was important to me because I wanted to show what my years at George Mason instilled in me. My project Sisu is possible and the excitement of getting it created made me want to finish this project. So, even when it felt like times were tough, I knew I owe it to myself to finish Sisu. I hope you all enjoy it. To the staff of George Mason University, thank you for mentoring, encouraging and supporting me. This was my second chance to learn and follow my passion for the arts and every class I took here really played an important role in shaping me to become a better designer. To my family, friends and partner thank you for the support through out the years. You all knew that my creativity would take me far.
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