Sit. Stay. Read.
This book is dedicated to all the people who have made this past year possible. ◊ To L, for your inspiration and friendship. Without it I am not sure where I would be today. ◊ A very special thanks to my family who have supported and encouraged me through a very difficult year, helping me to achieve a major accomplishment that will improve my future. ◊ Thanks to all my friends who have also provided encouragement, patience, and understanding as I follow my dream. ◊ Thanks to the faculty at Full Sail University for sharing your knowledge, providing guidance, and keeping me accountable. ◊ Additional thanks to all my classmates for providing valuable feedback and forming new friendships as we have supported each other in our endeavor to create an accomplishment that we should all be proud of.
ii
Fun with Lulu Sit. Stay. Read. Media Design Campaign Project Book Concept and Guidelines Š 2011 Studio di Mare Panama City, Florida
Designer’s Intro Hi, this is Stephanie. On these pages you will find the designs and evolution of my MFA thesis campaign in Media Design. This program at Full Sail University teaches branding, design, and marketing strategies for products and businesses. I decided to focus my campaign on a yet to be born business. I created a brand called Fun with Lulu. What started off as a book turned into a series of books. In the end, I not only created a branding campaign, I created a new business. This book shows you more than just the design processes that I learned. It also presents the concept of this new business venture and introduces you to some of the characters planned for the books.
- Stephanie
iv
Table of Contents Dedication Title Page Designer’s Intro 1 - Research Lulu’s character profile • Creative Brief - Introducing Lulu, Concept, Share-A-Pet, Pawsitive Reading, Objective, Target Audience, Key Tenets, Brand Benefits, Competition • SWOT Analysis • Research Paper - Abstract, Conclusion, 2 - Creative Development Nubi’s character profile • Design Research - Logo Development, Moodboards, Designer’s Toolbox • Creative Processes - Print Advertising,
2
ii iii iv 4-21 6-17
18-19 20-21 22-41
Website Wireframes, Storyboards, Project Book 3 - Style Guide Splash’s character profile • Synopsis • Voice - Headlines & Taglines • Typography • Color - Logo Palette, Brand Palette • Logo - Inspiration, Logotype, Structure, Clear Space, Variations, Colors, Standards, Violations, Alterations • Stationery • Imagery
24-29 4 - Final Design Calvin’s character profile 30-41 • Social Media
42-65 44 45 46-47 48-49 50-62
63 64-65 66-75 68
• • • •
Advertising Website Video Books - Dog Training Book, Children’s Books • Products
69 70 71 72-73
5 - Appendix Loki’s character profile • Research Paper References • Storybook Ending by Lulu • Photography Credits • Designer Info
76-83
74-75
78 79 80-81 82-83
Research
Lulu:
Main character of Fun with Lulu. A friendly and intelligent female German Shepherd who can read. Originally abandoned near the Everglades, she was rescued at approximately 8 months old. Occupation: Herds cats - Calvin & Splash. Protector of the house, the Jeep, and her mom. Loves to play with nearly everyone and all animals. Enjoys the beach, the dog park, riding in the Jeep, and going on adventures with her mom.
Creative Brief Introducing Lulu Concept Share-A-Pet Pawsitive Reading Objective Target Audience Key Tenets Brand Benefits Competition SWOT Analysis Research Paper Abstract Conclusion
6-17 6 8 10 11 12 13 14 15 16 18-19 20-21 20 21
Introducing Lulu
Cre a ti v e B ri e f
Hi, I’m Lulu. I am a German Shepherd and the picture on the left is of me and my mom. She adopted me in August 2009 after I was found at the edge of the Everglades by a really nice lady that was not able to keep me. One day when she was on the computer, she saw my picture when a friend of hers posted it on Facebook to help find me a new home. She came to see me the next day and that weekend I moved to my new home with her and my new brothers, Calvin and Splash. They are black cats. It took a while for Splash to start liking me. Calvin still doesn’t like be but I don’t care. I play with him anyway until Mom tells me to stop. Mom decided to go back to school so she could go to work doing something she loves. Doing schoolwork made Mom stay very busy on the computer and we didn’t get to play as much. I got bored. I tried to make her take breaks. Since it wasn’t always nice outside or it was too late to
go somewhere she created a new game for us to play inside. She taught me to READ. I am really smart and I can read a bunch of words now. Because of this and her big project at school, she decided to make me the star of the new books we are writing of our adventures. We call it Fun with Lulu. Mom wanted me to be a therapy dog because I am so nice to everybody I meet. She began training me for Share-A-Pet. My reading game helped me with practicing commands for my test. We moved out of town before I got certified to be a therapy dog. Mom still wants to support ShareA-Pet. Our books will help their special reading program called Pawsitive Reading where kids read to therapy dogs. The books will be designed for kids and dogs to read together. A portion of the sales will help fund the program too. She’s written more about it in this book.
-Lulu
7
Concept The concept of Fun with Lulu came about during the beginning of Stephanie’s MFA program in Media Design at Full Sail University. At a loss for what to focus her campaign on when the deadline for a selection came due, she went to bed that night praying for inspiration to come to her with an answer in the morning. That next morning she was awakened with puppy kisses from her then one and a half-year old German Shepherd, Lulu. It was at that moment that her answer came. Lulu needed attention and she had recently
begun to teach her how to read the words of her training commands by using flashcards as she trained her. This activity started after a conversation she had with a friend about how babies were learning to read by recognizing the whole word instead of by using the traditional methods of teaching in school and it reminded her of a pet trick she saw on David Letterman one night of a dog that could read. It was on this morning that Stephanie then thought about creating a book that would teach dogs to read as a product for her campaign.
She quickly jumped out of bed and searched the Internet to see if anyone had already done this. She found several training books for dogs, a book that discusses the benefits of dogs being able to read, and a set of flashcards to teach commands with cute illustrations but none actually was written to teach a dog to read. Encouraged to tie the campaign to an environmental or social cause, Stephanie had wanted to focus on something artistic that would support the environment. Several months earlier she had begun to clean up litter in her neighborhood every time she took Lulu out for a walk. They had also participated in an organized clean up event
Cre a ti v e B ri e f
at a state run wildlife management area with a group from a local club of which she was an officer. These activities with Lulu had already inspired her to re-create an antilitter campaign slogan from her childhood. Stephanie came up with a design for the old slogan accompanied with footprints and pawprints and placed them on some products in her CafĂŠPress store online. However, she wanted to do more than only encourage and set positive examples to the children that lived in her neighborhood. She needed a better way to reach more children. Stephanie thought about her adventures with Lulu and how she could create a series of
children’s books that would teach positive lessons to children. She wanted to reach children at the age when they are most impressionable and were developing habits and views about how to behave and learn skills that would help them in life.
All of these ideas came together with one final piece. An organization called Share-A-Pet has a program called Pawsitive Reading that helps children with learning challenges. Stephanie thought Lulu would be an excellent therapy dog.
Lulu was tested prior to Stephanie beginning the MFA program while she was still in a young puppy stage. Lulu needed a little more work on a couple of her obedience skills before she could pass and become certified as a therapy dog. Creating books that would work specifically for this program and others like it would allow her to reach the audience of children that she wanted to teach special life skills to and also how to be environmentally responsible. Using Lulu as a spokesperson made perfect sense as she already attracted
plenty of attention from the children in her neighborhood as they went for their daily walks. It was during this time with her that she continued to be inspired during their adventures together. Since she was teaching Lulu to read, she thought it would be fun to have Lulu tell the stories from her perspective. The Fun with Lulu brand was then born. Its evolvement developed during the research and design process of Stephanie’s classes taken during the Media Design Master of Fine Arts program at Full Sail University.
Lulu wearing her dogshirt with the antilitter campaign slogan.
9
Share-A-Pet Share-A-Pet is one of four national pet-assisted therapy programs and was founded in South Florida. Pet therapy programs traditionally bring the unconditional love of qualified pets to the elderly and others confined to nursing homes, retirement facilities, hospitals, children’s centers, and other such venues. This positive, life-changing activity helps to fill a void in the lives of the patients. It is Share-A-Pet’s mission to change the way these patients live and function each day. Pet-assisted therapy has a variety of benefits. Providing joy to patients is one obvious benefit as many are reminded of pets they once had. Breaking up a boring routine in their confined lifestyle helps to relieve boredom and depression, reducing the need for medication. Pet-assisted therapy also gets patients to move and stretch out to reach and pet the animals when no other method can evoke a response.
Cre a ti v e B ri e f
Pawsitive Reading The Share-A-Pet organization also uses therapy dogs as a method for assisting children with learning disabilities to help them with their reading skills. By providing a positive setting for learning and practice, the organization’s Pawsitive Reading program uses basic strategies to help children develop and improve their reading abilities. (http://shareapet.org/ pawsitive-reading-program) This similar approach to positive learning is what Fun with Lulu would like to support. Part of the inspiration for this product has been because of Lulu’s own training to become a therapy dog for their programs. Therefore, a portion of all sales from the Fun with Lulu products is intended to support the Share-A-Pet organization.
11
Objective The new company, Fun with Lulu, would like to create a series of books that focuses on teaching in a fun and positive way. The initial creative product for this company will introduce teaching dogs to read as a fun activity that can be learned through positive reinforcement. The learning process will be taught in a manner that can involve a family with children by also teaching them the fundamentals of dog training.
Cre a ti v e B ri e f
Target Audience The Fun with Lulu products are created for dog owners, parents of young children, and families with both young children and dogs. They can be male or female, parents are generally in their 20s-40s, live anywhere in the U.S., families loves and owns dogs, would purchase books on dog training and activities to play with their dog and children’s books to encourage reading for their kids, they would be well educated and want their children to succeed, and their culture is one that regards their dog as a member of the family rather than as just a pet, social status symbol, or home protection. Therefore, the marketing campaign focuses on attracting dog owners, parents, and children. As the star of the brand, Lulu will often be the voice for the brand and it will match the voice that is used in writing the children’s books.
13
Key Tenets Positive Focusing on positive reinforcement learning as this produces the best results and provides a good foundation for healthy habits and development
Fun Create fun activities and products for the consumer
Educational Learning should come as a by-product of having fun
Cre a ti v e B ri e f
Brand Benefits I can read and perform many of my commands like SIT, DOWN, STAY, and BELLY RUB. I really getting like doing Belly Rub. I get a treat and Mom rubs my belly. Did you know that I also can tell the difference between the word CAT and DOG?
teaches values and positive habits
kid friendly dog friendly
obedience skills training
entertaining
Mom asks me questions like, “Lulu, are you a cat or a dog?” and “Is Splash a cat or a dog?” I use my paw to show her my answer from the words she is holding up on a card. She tells me I am a good girl and gives me a treat.
environmentally friendly products promotes recycling
-Lulu
15
Competition Dog training books are part of the competition for Fun with Lulu. Some simply teach basic obedience and tricks while others discuss the benefits of teaching reading or other advanced communication skills with your dog.
Cre a ti v e B ri e f
Classic and popular children’s books are also part of the competition for Fun with Lulu books. The images here are some from the author’s childhood. The books on these two pages are not only considered the competition, they are also a source of research and inspiration.
17
Strengths • Has a social media presence • Has a web presence • Children & dogs - combines two markets • Positive: values, training methods, outcomes • Lulu - Iconic character, GSD is an intelligent dog breed, protection, K9 or police dog – polices bad habits and bad behaviors • Color palette comprised of primary and secondary colors often found in children’s books • Type font is simple, easy to read for both dogs & kids
Opportunities • Additional children’s books planned with beautiful illustrations and thoughtful messages or lessons • Additional products such as doggie fashion or children’s toys • Organization to benefit: Share-A-Pet • Use of recycled or sustainable products • Teaches about conservation and other social responsibilities • It is a partnership of two different book markets working together
SW O T A n a l y s i s
Weaknesses • DIY – Do It Yourself types could easily make their own • Outer space – “Too Out There” conceptually • Author has no credentials in dog training, other authors in market do and would be regarded as experts • Puppies in training – Lulu has no known formal training experience, consumers may elect this method instead • Lab – Still in development and testing phase • Keyboard – No prior book writing experience means it may be hard to convince consumers of credibility for the first product
Threats • Kindle/iPad – Digital or eBooks are beginning to replace many traditional books • Dog training books – Competition has a lot of titles out there for teaching tricks to dogs
19
Abstract As the busy mother of a sweet and intelligent German Shepherd trained her dog for becoming a Share-A-Pet therapy dog, she created a training exercise to give her dog some cognitive stimulation hoping to satisfy her dog’s demanding attention needs. After quick success with her own dog, she then realized this exercise could be made into a product to train other dogs. Further thought and research continued, along with ideas of producing a series of children’s books, and this resulted into a concept for a new brand to be born. Fun with Lulu was conceived to bring together two beneficiaries – dogs and children – in a manner not likely to have been paired before. As a unifying cause, Share-A-Pet’s Pawsitive Reading program bridges the gap between this pairing. The campaign focuses first on developing a training set to teach a dog how to read. More than just a trick worthy of a few dog biscuits, Reading Fun for Dogs: Training Activities for
the Whole Family teaches that this skill proves to be very useful in many applications. Focusing next on the primary application of the dog reading as a fun trick is using the dog’s reading skills to encourage children, sometimes with learning disabilities, to overcome their personal blocks to reading. Children’s books planned under the Fun with Lulu brand will feature special words learned by dogs using the book Reading Fun for Dogs: Training Activities for the Whole Family. When paired together, you end up with a fun brand that encourages positive learning techniques that benefit the whole family. Success of this brand also benefits the Share-A-Pet organization through a pledged portion of profits made.
Research Paper References are located in the Appendix.
R es e a r c h Pa p e r
Conclusion The Fun with Lulu brand is an exciting new concept to engage people and dogs in a way that has not been done before for the mass public. By encouraging positive and fun learning techniques, reading time and learning becomes a reward for both dogs and children. It is these principle ideas that Fun with Lulu wishes to be known. As a concept that may be too unconventional for some users, a strong focus is being placed on Reading Fun for
Dogs as being a support tool for training techniques already known by the user and creating a stronger bond between owner and pet. As a brand, Fun with Lulu places emphasis on creating products that are family friendly and fun. Marketing techniques are planned to emphasize these values through the use of humor and child-like perspectives of the animals featured in the brand’s advertising. Through additional marketing efforts, Fun with Lulu would like to raise awareness of the Share-APet Pawsitive Reading program and to encourage its growth into more schools and communities. In communities where similar reading programs already exist, Fun with Lulu would like to help participate in their success by adding new excitement from our products to the therapy program volunteers so they can gain more recognition in those communities by showing off their therapy dog’s special talent.
“More than just a trick worthy of a few dog biscuits” 21
Creative Development
Nubi:
Lulu’s best dog friend. A male mixed breed who is very smart and agile. Rescued from the local animal shelter at 6 months old. Occupation: Companion dog to Lulu’s granddad. A quick little dog who will steal expensive shoes and chew them the moment you turn away. Never leave them laying around in his presence. Enjoys the dog park, playing in the water, going for walks with his dad during his photo expeditions, and playing with Lulu.
Design Research 24-29 Logo Development 24 Moodboards 26 Designer’s Toolbox 28 Creative Processes 30-41 Print Advertising 30 Website Wireframes 33 Storyboards 36 Project Book 38
Logo Development The Fun with Lulu logo went through several iterations before a final design was settled upon. Although a pawprint was considered, the image of Lulu’s face was the obvious answer for choosing an object to focus the design around. The second element was that of the card upon which the logotype is written. The card is a reference to the training cards used to teach Lulu how to read. Early iterations of the logo included two cards overlapping with Lulu’s face at an angle placed over the top of one of the cards. The type was later condensed onto one card with a more direct approach from Lulu as she stares right at the reader as if to say, “Come play with me.”
D es i g n R e s e a rc h
25
Moodboards Moodboards helped to explore the tone of not only the campaign but also the development of this new brand. Three main qualities were considered - family connections, a classical style, and playfulness. The first concept focuses on the family and the connection between the family members and the family pet. Strong bonds are formed as they work together through the positive methods that Fun with Lulu teaches. The second concept focuses on a classic, illustrative style that implies a level of sophistication that comes with those who are well-educated. The illustrations planned for Fun with Lulu will use an elegant sort of design style rather than a whimsical style found in many children’s books today.
Des i g n R e s e a rc h
The third concept focuses on playfulness and having fun. The color palette here is based on primary and secondary colors that are bright and cheerful and are often the first colors learned by children. The final mood chosen is a combination from all three concepts with most of the weight from Style Concept 3. The color palette was selected from the this concept, varying the colors by adding different levels of saturations. Images used are a mix from all three concepts and the tone and brand attributes combine a bit of playful humor with a focus on the family connection.
Style Concept 1 - Family and Connection
Style Concept 2 - Classical and Cultured
Style Concept 3 - Playful and Fun 27
Designer’s Toolbox
The Designer’s Toolbox is a collection of images, colors, fonts, textures, and other materials used frequently throughout the design process.
An early version of the Designer’s Toolbox shows the choice of the Style Concept 2 from the previous moodboards. As the campaign evolved, the blending of the other moodboard concepts became apparent in the elements shown in this latest revision of the Designer’s Toolbox.
Des i g n R e s e a rc h
29
Print Advertising
Cr e a ti v e Pro c e s se s
31
In this last sample, the photography has been updated with images of Lulu and her friend Ella in place of the final design’s stock photos.
Cr e a ti v e Pro c e s se s
Website Wireframes
33
Designing a layout for the Fun with Lulu website pages was based on a familiarity of using WordPress to build websites from customized blogging templates. Most of
the development process focused on selecting just the right color combination for the site and working out the features of the navigation menu bar.
Cr e a ti v e Pro c e s se s
A secondary dropdown navigation bar was designed for the final version. A pawprint next to the menu item indicates your selection.
35
Storyboards Since using the Internet and Social Media are considered the main mediums of the marketing plan for the Fun with Lulu campaign, a YouTube channel is planned to feature shorts - mini-webisodes that will show Lulu in action. These shorts are to also be embedded on the website where the most recent short is showing on the homepage. The viewer can select to view the webisode when prompted and will be taken to the YouTube channel were other webisodes will be available. This storyboard features the first planned webisode that will introduce viewers to Lulu and her special talent of reading as she answers the question about being a cat or a dog.
Cr e a ti v e Pro c e s se s
37
Project Book
Cr e a ti v e Pro c e s se s
The first major design change to the project book in the final month of the Media Design MFA program was the book dimensions. It was decided that changing to a standard size publishing format of 10” x 8” rather than 14” x 8.5” would work better on bookshelves when considering future books for Fun with Lulu.
39
Pawprints theme cover set sample.
On the second major design change for the final project book nearly selected this set. The soothing images of the beach with the colorful circles gave a light, fun feel that was meant to reflect the tone of the Fun with Lulu books. The quotes of positive encouragement would hint at the philosophy and the lessons to be learned in the children’s stories.
Cr e a ti v e Pro c e s se s
Going for a Walk theme cover set sample.
On the third and final major design change in the project book during the last week of the Media Design MFA program, this set was deemed as being the most inviting to read and gave some reference to the children’s books that will feature Lulu’s adventures by showing her in settings at the beach where she often goes for a walk and by featuring some of the other characters in her life on the section dividers.
41
Style Guide
Splash:
Lulu’s best cat friend. A male black cat. Occupation: Mouser. The younger of two cats who live with Lulu. Rescued by his mom from the waters of a shipyard at 6 weeks old, this once ferel kitten is sweet once he gets to know you but he likes to maintain his independence. Enjoys exploring the wooded lot near home, watching squirrels from the deck with Lulu, and climbing on the roof for a nap.
Synopsis 44 Voice 45 Headlines & Taglines 45 Typography 46-47 Color 48-49 logo Color Palette 48 Brand Color Palette 49 logo 50-62 Inspiration 50 Logotype 51 Structure 51 Clear Space 52 Variations 53 Colors 54 Standards 56 violations Alterations Stationery Imagery
56 62 63 64-65
Fun with Lulu is a new brand of book products designed using the principles of positive reinforcement. This line of books is targeted to dog owners and parents of young children to teach both dogs and children reading skills that can work together or separately. By encouraging positive learning techniques through reading to dogs, children develop confidence and improve their reading skills as it is done in pet therapy programs such as Pawsitive Reading. Teaching a dog to read engages the dog in mind stimulating activities that teaches and reinforces basic obedience skills. Additional tricks teaches useful vocabulary that can help an owner communicate with their pet. Such activities relieve boredom and improves the pet-owner relationship. Fun with Lulu supports Pawsitive Reading programs and the Share-A-Pet dog therapy organization practicing this program in the South Florida area.
Synops i s
The overall tone of Fun with Lulu should be lighthearted and fun. Since the products are meant to be educational and teach positive messages, the voice should be grammatically correct yet not too formal. Copy should be easy to read and comprehend for the targeted audience of the publication. When speaking as Lulu, the voice should be portrayed as if she were a precocious and happy child. Body copy written outside of her persona shall be that of an adult with a neutral or positive tone. Other animal characters will have different personalities than Lulu in the Fun with Lulu stories. If they are used in media campaigns then their voice will reflect their personality. Subtle wit and humor are acceptable when using headlines and taglines.
Headlines and Taglines Sit. Stay. Read. Reading. It’s what smart dogs want to do. They don’t teach this in obedience school. Teach your dog useful tricks. More than just fun and games. Homeschooling... for your dog. Life’s an adventure. Enjoy the journey.
Vo i c e
45
Fun with Lulu uses many typefaces. The following fonts are used according to the situations listed.
Georgia
Trajan Pro
Regular
Logotype, titles, major headlines
Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Main body copy, headlines and taglines opposite of sans serif body copy, stationery
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bradley Hand
Headlines, main weblinks, taglines, signatures
Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Typ ogr ap h y
Century Gothic Body copy for Lulu’s voice, secondary weblinks
Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica
Alternate text, headlines and titles opposite of serif body copy, secondary headlines, image caption text
Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Oblique
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold Oblique
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
47
Logo Color Palette Fun with Lulu has two color palattes. The first is based on the colors used to create the logo. The second is based on the primary and secondary colors of the color wheel. Most of these colors were chosen as they are the foundation when learning about color.
Eye color, contour lines on nose
Inside of ears, card area
RGB - 96, 57, 19 CMYK - 40, 70, 100, 50 HTML - 603913 Pantone - 463 PC
RGB - 196, 154, 108 CMYK - 25, 40, 65, 0 HTML - c49a6c Pantone - 465 PC
Nose, ears, forehead blaze
Upper head area
RGB - 60, 36, 21 CMYK - 50, 70, 80, 70 HTML - 3c2415 Pantone - 7533 PC
RGB - 139, 94, 60 CMYK - 35, 60, 80, 25 HTML - 8b5e3c Pantone - 4635 PC
C olo r
Brand Color Palette RGB - 247, 148, 30 CMYK - 0, 50, 100, 0 HTML - f7941d Pantone - 138 PC
RGB - 237, 28, 36 CMYK - 0, 100, 100, 0 HTML - ed1c24 Pantone - 485 PC
RGB - 0, 166, 81 CMYK - 100, 0, 100, 0 HTML - 00a651 Pantone - 355 PC
RGB - 46, 49, 146 CMYK - 100, 100, 0, 0 HTML - 2e3192 Pantone - 2746 EC
RGB - 130, 202, 156 CMYK - 50, 0, 50, 0 HTML - 82ca9c Pantone - 359 PC
RGB - 109, 207, 246 CMYK - 50, 0, 0, 0 HTML - 6ecff6 Pantone - 297 PC 49
The Logo Inspiration Creation of the Fun with Lulu logo has developed an illustration style that is planned for use in the Fun with Lulu children’s books. The illustration was created from an actual photograph of Lulu. The planned illustrations for the stories will be a mix of the illustrations with photographs. The design of the logo was inspired by the reading cards first used to teach Lulu how to read. The placement of Lulu’s face peering over a card (3” x 5” index cards were the first cards that were used) is typical of how Lulu would approach someone for attention by placing her large nose over an arm or object being held - such as a book. The card shape keeps the same proportions as the index cards first used.
L og o
Logotype
Logo Structure
The font used for the logotype is Trajan Pro. The “F” in Fun and the first “L” in Lulu are capitalized so that the letter height is larger than the remainder of the word lettering. This font was selected because of its all capital lettering appearance. When creating the first reading cards for Lulu all caps were used in the hand lettering for the words taught.
The space to the top, bottom, and left of the logotype is equidistant from the edge of the card-shaped background. The right side of Lulu’s face begins at twice the spacing from the top right edge of the card than the logotype begins on the left side. The left side of her face is space three times away from the “n” in Fun.
The font height of the words “Fun” and “Lulu” are the same. The height of the word “with” is half the height of the words “Fun” and “Lulu”. The words are all stacked and left aligned. The tracking is adjusted in each word so that the word “with” ends at the same spot between the “n” in Fun and the second “l” in Lulu. The second “u” in Lulu ends at the vertical centerline of Lulu’s face.
Lulu’s face is placed so that the change in color from the nose area to the head is aligned with the top edge of the card. There is a drop shadow on Lulu’s face. The shadow is offset by 0.1 in on both the X and Y axis and is set at 75% opacity.
51
Logo Clear Space A minimum clear space must be maintained around the logo at all times. The distance required is equal to one capital letter width from the larger font size in the logotype to either side of the logo. This distance from one side to the other creates the overall width and shall also be used as the overall height to form a square area in which the logo is centered. The space to from the top or bottom is also approximately 1/2 the size of the lowercase lettering in the smaller font size of the logotype. This square block can then be used easily for avatars used in social media applications. No graphic elements or other typography shall impede the clear space area. Whenever possible, keep a larger clear space area.
L og o
Example of some text surrounding the logo with the minimum amount of clear space required. Example of some text surrounding the logo with the minimum amount of clear space required. Example of some text surrounding the logo with the minimum amount of clear space required. Example of some text surrounding the logo with the minimum amount of clear space required. Example of some text surrounding the logo with the minimum amount of clear space required.
Logo Variations
The logo should be shown on a solid color or subtly gradient background, white is the preferred choice for solid colors. The logo image (Lulu’s face) may be shown alone or the typography only shown without the card background. If used as separate images on the same publication there should be ample space between the two elements so they appear to be separated. (One example is shown in the header of this book.)
53
Logo Colors The colors of the logo are made up of shades from Lulu’s coloring. This has been broken down into four shades of brown, black, and white. At no time shall the colors be changed except when a grayscale or black and white version is needed. Following are examples of the logo in color, grayscale, and black & white versions.
L og o
Whenever possible the full color version is preferred.
When color is not an option, the grayscale version is the next preferred version.
If black and white is the only option available then this version may be used.
55
Logo Standards
Logo Violations
Here are some specific rules to maintain consistency when using the Fun with Lulu logo. • You may enlarge or reduce the logo as a whole but do not alter the relationship between the elements. • The logo must always appear on a solid color background, white is preferred. • Other colored backgrounds must compliment the color logo. • Exceptions on backgrounds may include clothing or jewelry. • Do not screen the logo or reverse it out of a color background. • Only the logo image (Lulu’s face) may be used on other patterns or designs, with permission granted. (Please allow for up to 7 days for approval.)
L og o
Following are samples of how not to use the Fun with Lulu logo. If you are unsure if your design is in compliance with the Fun with Lulu standards, please email admin@funwithlulu.com.
Do not alter the logo by resizing separate elements or removing Lulu’s face.
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Do not add type or images within the clear space area of the logo.
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Do not alter the logo by stacking the logo image of Lulu’s face above or below the logotype. If both are used on the same publication, the elements need to be clearly separated. Although the logo image and logotype can be used alone, do not alter the logo by placing the logo image of Lulu’s face to the left or right of the logotype to create a new logo arrangement.
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Do not alter the logotype.
Do not use multi-colored, radial gradients, or busy patterned backgrounds in the clear space area.
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Do not alter the colors of the logo.
Do not remove the card background from behind the logotype.
Do not use background colors that are the same as used in the logo. There needs to be a contrast so that all of the elements will show clearly.
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Logo Alterations The full logo can be adapted for use on media and products by removing the Fun with Lulu logotype and using keywords on the card in its place. An example is shown on the product below. It is only on these kinds of alterations that the location of Lulu’s face can be moved to the center or left side or that the color or size of the card may be changed. Placement of the keywords should be justified opposite of where Lulu’s face is located and visually centered across the card without overlapping Lulu’s face. When using Lulu’s face in the center, the keyword text should be centered below with ample clear space around the word. The font used for keywords is Trajan Pro. If an alternate font is needed, use Georgia.
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Text Sample
Two-Sided Business Card Coversheet and Secondary Page Letterhead Envelope
Sta ti o n e ry
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Im a ge r y
Images of dogs and children should depict happiness, learning, and interest. All should reflect a positive tone and be non-threatening.
Images of Lulu feature her activities with her mom, reading with children, or appears friendly either alone or when playing with other dogs. 65
Final designs
Calvin:
Tolerates Lulu but is not a big fan of the large dog that shares his house. Adopted as a small kitten at 6 weeks old, he is a male black tabby who is the senior animal at home. Occupation: Momma’s boy. An older, gregarious cat who generally likes people and gets along with Splash. He does not care for Lulu or the other dogs and is not afraid to say so. Lulu is still protective of Calvin regardless. Enjoys staying inside and cuddling with his mom. This of course makes Lulu wish that she could be a lap dog.
Social Media 68 Advertising 69 Website 70 Video 71 Books 72-73 Dog Training Book 72 Children’s Books 73 Products 74-75
Before Fun with Lulu was even conceived as a brand, Lulu already had a social media presence and a page devoted to her on her mother’s website. She and her feline brothers had Twitter accounts that they would all sometimes post their thoughts on or share links. Since the Fun with Lulu concept was created, Lulu’s name was updated and a Facebook fan page was also created. Giving life to the brand before the products were created helped to get feedback regarding the concept and to have a marketing audience already in place when the time comes to launch products.
Soc i a l M e d i a
Advertising such as in this ad gives Lulu an opportunity to speak out in unlikely ways. On the surface it appears to be an ad about illiteracy, but once you read the copy you realize that Lulu the dog is talking about how she learned to read instead of the implied model sitting next to her. Toying with the audience in this way is meant to be thought provoking enough to grab their attention so they will want to find out more about this unique line of books. A call to action directs the viewer to purchase the books and gives the website address.
A dv e r tis i n g
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We bs i te
Stills from the first Webisode planned for the Fun with Lulu YouTube channel. This episode introduces the Reading Fun for Dogs book and shows how Lulu can read answering a question between CAT and DOG. • Opening scenes questions the behavior of your dog. • The live action demonstrates Lulu’s ability to read. • The book is introduced and is suggested to be of help for dogs with troublesome behavioral issues. • Final scenes give a call to action to visit the website.
Vid e o
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Dog Training Book Reading Fun for Dogs is the first book scheduled for production of the Fun with Lulu brand. This book set will contain training flashcards and instructions on how to teach your dog basic obedience commands and other tricks. Each card will be written with the command on the front, basic instructions on teaching the command on the back, and in some cases an illustrated corresponding hand signal for the command. Instructions for the commands will be easy to read so that young children can participate and be encouraged to help train the family dog. An accompanying manual will explain in further detail the process for training your dog to read and how to encourage children to work with the family dog.
Boo k s
Children’s Books Children’s books such as this sample on display will feature stories that teach positive life lessons and will be written and designed so that a child and dog who have both trained to read can work together while enjoying Lulu’s fun tales of adventure.
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Fun with Lulu Vehicle Sticker
Fun with Lulu Book Bag
Fun with Lulu Pajamas with the featured word “SLEEP.”
Pr o duc t s
Additional Fun with Lulu branded dog products could include: Dog shampoo Leashes & Collars Dog ID tags Potty Waste Bag holder - a container to carry used plastic grocery bags for recycling into pet waste clean-up bags
Fun with Lulu Stainless and Ceramic Coffee Mugs
Fun with Lulu pet food bowls. Teach your dog the difference between FOOD and WATER and you can ask her what she wants.
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Appendix
Loki:
Lulu’s cousin. A male Rottweiler. Occupation: Thief. This big guy loves to get attention. He will steal the other dog’s toys or any object that he shouldn’t have in order to get you to “trade” for a treat or to get your attention. Watch out when you ask for a hug as he will leap into your arms and if you are not prepared for this 120 pounds of love, then he may just knock you over with his enthusiasm.
Research Paper References 78 lulu’s Storybook Ending 79 Photography Credits 80-81 Designer Info 82-83
References Chronicle Books. (n.d.). Marketing and Publicity. Retrieved October 16, 2010, from http://www. chroniclebooks.com/authorresourcecenter/ marketingpublicity/index.php
Signals. Whole Dog Journal. Retrieved October 10, 2010, from http://www.whole-dog-journal.com/ issues/12_2/features/Dog-Training-With-HandSignals_16101-1.html
Hardin, T. (2009). Online Growing, But Planners Prefer In-Person Networking. Meeting News, 33(8), 8. Retrieved from Business Source Premier database.
Puotinen, C. J. (2006, October). Teaching Your Dog To Read. Whole Dog Journal. Retrieved October 10, 2010, from http://www.whole-dog-journal.com/ issues/9_10/features/Dog_Training_15849-1.html
Kjos Ministries (no date given). Symbols and Their Meaning. Retrieved October 24, 2010, from http:// www.crossroad.to/Books/symbols1.html#celt Lim, R. (no date given). Hand Signals On Dog Obedience Training. Ezine Articles. Retrieved October 10, 2010, from http://ezinearticles.com/?HandSignals-On-Dog-Obedience-Training&id=712514 Miller, P. (2009, February). Dog Training With Hand
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Share-A-Pet. (2010). Pawsitive Reading Program. Retrieved October 10, 2010 from http://www. shareapet.org/pawsitive.php Watts, D., & Peretti, J. (2007). Viral Marketing for the Real World. Harvard Business Review, 85(5), 22-23. Retrieved from Business Source Premier database
I’m so glad that Mom’s done with her degree at school. This means we get to go on more adventures, we’ll play at the beach more often, I can learn some new words, and we can start writing our books. Life’s an adventure. Enjoy the journey.
-Lulu
Photography Credits Many of the images used in this project book were taken by the designer, Stephanie Miles. Some were taken by her father, Jim Miles, and used with his permission. While other photographs were taken by other professional photographers during photoshoots with Stephanie as the model (known as Smiles). As the model, she has a model’s release that allows her to use the photographs for personal promotion. In the event that those images are used for publication in the Fun with Lulu books she will obtain an additional release or license to use those images. The images and logo for Share-A-Pet were obtained from their website and newsletters. A written release to use their media will be obtained before publication purposes beyond this book. The following is a list of stock images obtained for educational purposes during this campaign. A license shall be purchased for any images that will be used for actual publication.
The following images are available at Getty Images (gettyimages.com): 1. The picture named “girl and her dog.” Copyright owner: RubberBall Productions. Getty Images #104304350. 2. The picture named “Woman with dog in heath land.” Copyright owner: Dougal Waters. Getty Images #103737927. 3. The picture named “Young girl (7-8) lying on bedroom floor reading book.” Copyright owner: Andy Sacks. Getty Images #961129-003. 4. The picture named “Dog watching mixed race teenager read book.” Copyright owner: Blend Images. Getty Images #103742225. 5. The illustration named “Drink McLaughlin’s CoffeeThe Students, Chicago Trade Cards.” Copyright owner: SuperStock. Getty Images #102068198. 6. The illustration named “Naughty Boy or Compulsory Education.” Copyright owner: Briton Riviere. Getty Images #013406. 7. The picture named “Bull Terrier Reading Newspaper.” Copyright owner: Tomonori Taniguchi. Getty Images #0558-001137.
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8. The picture named “happy dog.” Copyright owner: Comstock Images. Getty Images #89880703. 9. The picture named “Girl hugging dog.” Copyright owner: Daly and Newton. Getty Images #103332852. 10. The picture named “Black Labrador Retriever Dog with Demolished High Heel Shoes.” Copyright owner: Diane Diederich. Getty Images #108220524. The following images and clips are available at iStock Photo (istockphoto.com): 1. The illustration named “Chasing Tail.” Copyright owner: Stay Media Productions. iStock image #10836751. 2. The audio clip named “HappyHappyHappy LOOP1 (guitar only).” Copyright owner: piccadillyCircus Sound Design. iStock track #11693189. 3. The audio clip named “Tender Bright Keys Stinger#3 (underscore e.piano only).” Copyright owner: piccadillyCircus Sound Design. iStock track #12630070.
Designer Info
Stephanie Miles is the creator and designer of Fun with Lulu. Lulu is her dog. Together, Stephanie hopes to leave a positive mark in the world. Children and animals have always been attracted to Stephanie. She enjoys both and so it is natural for her to have created a brand that would involve them together. Stephanie has a unique and interesting background. She has followed a non-traditional path in life, gaining her knowledge through various experiences, a variety of educational opportunities, by researching many sources, and taking risks from which many would shy away. She maintains a passion for sharing positive experiences and lessons with others in hopes that what she has learned can be of benefit. She enjoys writing, designing, art modeling, traveling, and many activities at the beach and in nature. She takes Lulu anywhere that she can.
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Educational & Employment Highlights 2011
MFA in Media Design Full Sail University
1995
BFA in Metal & Jewelry Design Savannah College of Art & Design
Over 15 years of experience in office and hospitality management including special projects and events Several years of designing for construction and electrical industries Over 10 years of experience working with children and students at elementary and college levels Many years spent working and volunteering in artistic and gallery settings
More examples of Stephanie’s work can be found on the following sites: StudiodiMare.com - blogging & creative info sm-gallery.com - design work portfolio SmilesfortheCamera.com - modeling portfolio
Studio di Mare Stephanie Miles 850.774.6369 smiles@studiodimare.com