2013/14 VISUAL CENTER CREATION
2013/14 VISUAL DIRECTION GOALS: + Evolve the look and feel of the brand
a) Evolution should be re-energizing to the a viewer acquainted with our brands look and feel b) Evolution should be similar enough to not make Blair uncomfortable c) Evolution should be as successful as current VC
+ Maintain same family of fonts + MAINTAIN PHOTO AS FOCUS OF VC
a) Allow for room for PHOTOGRAPHY DIRECTION to evolve separately as needed b) Consider how one to multiple images will work within structure
+ Present this order of message, maybe as a lock-up: WMGDB / SCRIPT LOGO / AUTHENTIC SINCE 1965 + MAINTAIN TEMPLATE (TEMPLATE TO HAVE MULTIPLE VARIATIONS) + ROOM FOR EVOLUTION OF SMITH OPTICS TO SMITH ___________? + NEED TO TELL STORIES TO NON-CORE + ABILITY TO TELL TECHNICAL & PRODUCT STORIES + FOCUS ON BALANCE OF PEOPLE AND PRODUCT STORY TELLING + CONVEY THE PASSION OF THE BRAND + BE ABLE TO TUNE-UP / TUNE-DOWN SOPHISTICATION + KEEP STRUCTURE RELATIVELY CLEAN AND ORGANIZED (We still need Europe to have the ability to create their own Ads / POP) + HOW WILL WE RE-INTERPRET FOR WEB, VIDEO, AND CATALOGS?
EVENTUAL DELIVERABLES 1) SPREAD AD LIFESTYLE 2) SINGLE PAGE AD LIFESTYLE 3) PRODUCT BASED AD SPREAD 4) PRODUCT BASED AD SINGLE 5) POP CARD 6) CATALOG SPREAD 7) WEB BANNER AD 8) VIDEO 9) FLASH BANNER AD (MOVING GIF WE DISCUSSED)
WE MAKE GREAT DAYS BETTER / LOGO / AUTHENTIC SINCE 1965 LOCK-UP + The challenge here is creating a lock-up that’s clean enough to make sure the important sentiments of the brand are conveyed clearly but interesting enough to cross all COTs + It’s not a given that these statements need to be in the Antenna font family; recommended yes, but required? no. + I do like how the quik skate lock-up is clean, but can be textured to give it a little attitude in the right space. + We should avoid the woven label look like Vans and Sanuk. + While these examples are mostly rectangles it could be in a circle or another shape. + The message cant be lost in design. Readability is key.
PICTURE IN PICTURE + Challenge: how do we make propreitary? + How do we make this as interesting as the double exposure? + How does this work for catalogs? Could get repetitive... + Keep the main image the focal point. + Play with scale. + Our use of transparency has been a cool feature...consider how we would continue this. + Important to recognize that too many rules about how to handle the treatment of an image (like the image must be shot in a studio on white, etc) could be limiting.
TYPE CALL-OUT + Antenna Family (reference lens stickers and packaging as pre-existing and maintaining font use) + Need this to be a significant call out and convey important brand messages. + Feel free to make the type require more typography work than in the past, but remember how it is designing in the crunch. Work laods are not getting lighter... + Diagonals? Transparency? Texture? + Text block should be able to move around the space. + The underline was a powerful connector between seasons and COTs - does it evolve? Or are there other design elements (like the black bars) that could also be included here.
COLOR TUNE-UP/TUNE-DOWN The larger challenge here is the introduction of a new element that we havent really had this past year. Is this a large color block? Is it just a small geometric shape in the corner? Is it a graphic element? A repurpose of a photo? Is it the type? Is a small color block or a tint to an edge of the space? How does this carry-over from ads to catalog? The use of color should be an effective tool to further tie together everything we produce over the next year.
OTHER THINGS TO CONSIDER: ADDITIONAL INFORMATION
Where does technical or extra information go in the ad space?
ADDITIONAL ICON USE
Where does something like the blackout logo or the prospecting idaho logo go?
PHOTO TREATMENT
How do we tune up photos so that photos from many sources feel familial?
COLOR PRESO MOCKUPS
LOGO LOCKUP PRESO MOCKUPS
1 SINGLE AD LIFESTYLE MOCKUPS + Single page ads that display action only + Single page ads that display lifestyle only + Combination of both action and lifestlye + Branding + Graphic callouts + Color incporporation
1 SINGLE AD PRODUCT MOCKUPS + Combination of both product and lifestlye + Branding + Graphic callouts + Color incporporation
2 SPREAD AD MOCKUPS + Combination of both action and lifestlye + Branding + Graphic callouts + Color incorporation + SURF + WOMENS
2013/14 VISUAL CENTER CREATION