CREATIVE DIRECTION
PACKAGING
KEVIN BEUTELSPACHER
CREATIVE CONSTRUCTION
IDENTITY
WEB
CREATIVE DIRECTION
PACKAGING
KEVIN BEUTELSPACHER
CREATIVE CONSTRUCTION
IDENTITY
WEB
CREATIVE CONSTRUCTION
SPECIAL THANKS
Copyright Š 2012 Visually Persuasive
TO ALL THOSE WHO HAVE MADE THIS BOOK POSSIBLE
All content within this book is property of Visually Persuasive and may
I would like to thank my Grandmother Esther. Without her love and support I
not be distributed or reproduced without the express written permission
would not be here today. A special thanks to my parents Linda & Gerhard for
of Visually Persuasive. All rights reserved.
all their love, support, guidance, and patience throughout my life. I have no doubt that without you this book would not have been possible. Thanks to my
Printed in the U.S. Published by Visually Persuasive 1012 Echo Drive Los Altos Ca. 94024
Editor: Kevin Beutelspacher Writer: Kevin Beutelspacher Photographer: Kevin Beutelspacher Graphic Designer: Kevin Beutelspacher Model Fabrication: Kevin Beutelspacher
sister Desiree who motivated me to further my education. Also a special thanks to Brigitte & Nicole for their love and warmth. I wish you were both here today to see this book, you are truly missed.
In order to construct any successful design solution, you need to establish a clear plan and generate detailed research to lay down a solid foundation. CREATIVE CONSTRUCTION VISUALLY PERSUASIVE COMMUNICATION DESIGN SOLUTIONS
Over the course of my studies in graphic design, I have come to realize that creating successful visual communication solutions is very similar to building construction. In order to create an effective design solution you must have a detailed plan and solid foundation to build upon. It is essential to thoroughly immerse yourself in the subject matter you are designing for and also understand the unique characteristics of the individuals who compose the target audience. Only after conducting extensive research and creating a detailed design brief outlining all this information are you able to begin the creative process. Without generating this necessary information in the intitial stage of the design process, you can never truly design an effective and successful visual communication solution. Generating this detailed research gives you clear map of what areas to explore in the secondary exploration stage of the design process. If you do not have a map and do not know where you are going, you will be forced to aimlessly wander about, with little hope of ever arriving at the final design destination. Creative construction not only serves as a metaphor for the design process, it is also an area of design that I excel in. I have become very experienced in creating prototype mock-ups of brochures using a variety of binding methods, as well as fabricating packaging structures during the course of my studies. Throughout my life I have always been fascinated by experiences, literature, art, and photography that enables you to see the world or people around you from a different perspective. By continuously gaining these new and unique perspectives my visual communication skills continue to evolve and become more successful, allowing me to effectively communicate with more people. It excites me to think about the new perspectives I’ll gain in the years ahead, and how they will lead me to think about design in new unimaginable ways.
0.00
TABLE OF CONTENTS:
creative construction
PORTFOLIO:
kevin beutelspacher
ACADEMY OF ART:
AXIAL ARTS STORE BRAND CREATION IDENTITY, PACKAGING
ABERCROMBIE & FITCH ANNUAL REPORT PRINT
O’NEILL SPF SKIN CARE LINE PACKAGING
JOHN DEERE CSR PRINT, PACKAGING, WEB
SHAKESPEARE SILVERLINE BRANDING IDENTITY, PACKAGING
GRAPHIC DESIGN
1.02
2.28
3.42
4.60
5.76
SENIOR PORTFOLIO:
WINTER 2012
INTRUCTOR:
JEREMY STOUT
CATEGORIES:
COBRAM ESTATE REBRANDING IDENTITY, PACKAGING
POCKET BILLIARDS BOOK DESIGN PRINT
BLUE POSTER SERIES TYPOGRAPHY PRINT
409 NATURAL ORIGINS BRANDING IDENTITY, PACKAGING
FLAVOR FLUX MAGAZINE IDENTITY, PRINT
identity, print, packaging, web
6.94
7.106
8.122
9.140
10.154
0.01
AXIAL ARTS STORE BRAND CREATION PACKAGING
1.04
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
PROJECT OBJECTIVES
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.05
PASSIONATE PAINTERS DEMOGRAPHIC SEGMENTATION
To design a brand identity that embodies the essence of todays artist, and create packaging based on that identity for each product line. The brand name created for this high-end art store should be short, memorable and be easy to say. Any symbols or imagery created for the identity should also be created using a CMYK color palette to capture
PROFESSIONAL ARTISTS
PROFESSIONAL DESIGNERS
TALENTED AMATEURS
use products that are made with environmentally
fairly responsible with their personal finances. They
based on the quality and cost, but largely also its
are not to be categorized as cheap penny pinchers
friendly and or sustainable materials. These indivi-
though. When they find certain products, services,
Composed of young adults to adults (21-45) of
duals are often perceived as trend setters by the
or experiences that interest them, they have no
Generation X and Generation Y, who demand the
general public, wearing apparel products that are
problem spending the money.
highest quality art supplies. The professionals in
designed in the next new fashion trends, before
this segment works in fields which require them to
they become popular among masses. When they
use a variety of art supplies on regular basis, and
purchase any type of product (cleaning products,
Typically they live in the heart of large cities or
are very loyal to particular brands. While they are
food, clothing, cars, etc.), their decision is not only
in less populated industrial areas. A small portion
willing to pay higher prices for quality products,
design or its packaging design. They are generally
of this segment live in suburban areas that are
they do not feel that the majority of high-end art
drawn to products made by smaller companies,
located within a short driving distance from their
supply brands deliver consistent quality among
as apposed to large industry leading brand names
work. Those individuals living in suburban areas
all their products. They will rarely try new products
and companies. This also extends to the type of
often do so because they have a family with one
unless they have been recommended to them by
restaurants they prefer to eat at. When dinning out,
to two children. Their passion for the arts leads
other professionals. When possible, they prefer to
they prefer smaller establishments with an inti-
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
the essence of todays digital artists. Packaging designs should capture a modern minimal style capable of
GEOGRAPHIC SEGMENTATION
them to live in areas which are located near major
mate and unique atmosphere, that offer traditional
that purchase professional quality spray paints,
museums, theaters, and galleries. Often these
ethnic cuisine or dishes. They enjoy a very active
and there is higher percentage of females which
individuals will hold memberships, yearly passes,
social life and enjoy broadening their horizons with
purchase artisan hand crafted papers.
season tickets for those museums, theaters and
new experiences and activities. Individuals within
INCOME SEGMENTATION
cultural centers in their area.
visually communicate the superior professional quality of the products they house. The main portions of
this segment are more likely to see a documentary or independent film at a small theater, rather than
these structures and labels should be white, black or dark shades of gray in order to communicate the
This segment is typically well educated with at
going to large cineplexes to see the latest action
least one college degree, and as a result they make
blockbuster. This segment enjoys a wide variety
This segment requires the best quality products
a comfortable living doing what they love. This
sophistication and professionalism of their target audience. Materials used for these structures should use
of music types, and is not influenced by the level
available, and as a result are willing to pay higher
provides these individuals with a moderate level of
of popularity of the musical group or artist.
prices for them. Recognizing the advantages of
disposable income, which they enjoy spending on
using high quality art supplies, they are willing to
their hobbies and other interest. These individuals
purchase those products in smaller portions or
typically earn $50,000 to $100,000 a year since
quantities instead of lower quality bargain brands
It consists of 50% male and 50% female. Given
they are some of the best in their artistic fields. A
that offer larger portions or quantities at the same
the broad range of creative jobs these individuals
large percentage of this segment is not as mate-
price. These individuals realize the importance of
work in, the segmentation is equally split between
rialistic as other people their age. They often show
preserving our environment, and prefer to pur-
both genders. Certain art products or product lines
little interest in purchasing the latest new tech
chase products from companies and businesses
however are often favored more by one gender.
gadgets or products, which are highly popular and
that are environmentally responsible.
For example, there is a higher percentage of males
sought by the masses. As a result, they tend be
environmentally friendly and sustainable when ever possible.
GENDER SEGMENTATION
BENEFIT SEGMENTATION
ASPIRING ARTISTS DEMOGRAPHIC SEGMENTATION HIGH SCHOOL STUDENT ARTISTS & DESIGNERS
off campus in shared housing with other students
the vast majority of teens and young adults their
or young adults. Many of these schools have small
age, designer labels and brand names have almost
or medium sized museums or art centers which
The artist within this segment are teenagers in
no influence on the products they purchase. At
exhibit professional and or student art work.
their third or forth year of high school and young
times they’ll even avoid purchasing popular brand
adults attending college (16-21) who are part of
names, because they feel it can jeopardize their
Generation Y. The majority of young artists within
unique individuality. Individuals within this segment
Some the individuals within this group seek high
this segment are from middle class families with
also tend to exhibit a higher level of maturity than
quality art supplies because they have begun to
other people their age. A large portion have part
realize that the quality of the materials they use
AGE & LIFECYCLE SEGMENTATION
PASSIONATE PAINTERS
ASPIRING ARTISTS
THE RUN DOWN created in the same digital color palettes provided by their favorite
wider range of fields than the artists just twenty years ago. Mediums
computer programs in order to digitally or physically marry the
and success of their creations. Other individuals
by parents or other close family members. Given
within this segment, purchase these high quality
This segment is also equally split between both
that this segment is composed of the most tal-
art supplies simply because they’re acknowledge
genders, with 50% males and 50% females. Since
ented teens and young adults, they are very likely
the teens and young adults within this segment
to go on to achieve very successful careers in
are still trying to discover who they are and what
their creative fields, and earn higher than average
interests them, both genders purchase a variety
annual incomes.
such as oil paints, watercolors, and clay used for sculpture are now
two mediums seamlessly. With the needs of this target market of pro-
ducts or service they purchase for their children.
of art supplies, with no gender favoring a particular
considered to be traditional mediums. While many of today’s artists
fessional and amateur artists in mind, the Axial Arts brand and high
The teens and young adults in this segment have
artistic medium or product.
still work with these traditional mediums, there is an even larger
quality product line was created. This target market requires a wide
number who use more modern mediums such as graphic markers,
variety of professional high quality art supplies available in a in the same color palettes as their computer design programs in order to
individually, but together to create mixed medium works of art, which
seamlessly combine them together. Given their professional artistic
also use computers to create (pictorial, photographic, typographic)
abilities, they have a discerning eye for design, which dramatically
exhibited a natural talent for the creative fields they hope to pursue careers in, or as hobby they
for artistic endeavors directly affects the caliber studies through the financial assistance provided
parents who are very conscientious about the pro-
spray paint, and colored pencils. These mediums are often not used
BENEFIT SEGMENTATION
time jobs they work at when they’re not at school. GENDER SEGMENTATION
Today’s artists work with a much broader range of materials, in a
PASSIONATE AMATEUR ARTISTS
ality or the type of person they aspire to be. Unlike
RESEARCH ANALYSIS
TARGET AUDIENCE RESEARCH ANALYSIS
COLLEGE STUDENT ARTISTS & DESIGNERS
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION The youngest portion of this group (high school teens) tend to live in homes, townhouses, or apart-
will pursue for the rest of their life. Recognizing
Young aspiring artists in this segment typically
ments with their parents in suburban areas. These
this, their parents are very willing to pay the higher
have moderate levels of disposable income. Many
areas are classified as middle to upper middle class
prices for top quality art supplies to support and
of these teens and young adults are only able to
neighborhoods. The majority of these areas are
nurture their children’s creative studies or passions.
locate in close proximity to major cities that have
These individuals are often not as interest in the
large museums, art galleries and music centers.
latest music and fashion trends as their friends and
Many of the teens within this segment have been
elements in unison with physical artistic mediums. There is growing
affects their purchasing decisions consciously and unconsciously.
peers are. They are more likely to be open to new
exposed to the arts by their parents who have
by professional artists or designers as the highest
The target market for these professional quality art supplies consists
taken them to these establishments multiple times
quality products available, despite the fact that
number of artists that work with traditional mediums and various
experiences, and are less judgmental than others their age. Their musical preference favors smaller
throughout their childhood. The older portion of
they are unable to notice the difference between
indie bands, artists and groups. When purchasing
this segment who are college students usually live
high quality and low quality products art supplies.
clothing or apparel accessories, they prefer to
on campus at the university or college they are
They choose to buy them simply because they are
purchase products they feel reflects their person-
attending. If not, they live in very close proximity
the choice of other professionals.
computer design programs. These artists demand art supplies that
of professional artists and designers, as well as aspiring teen and
are created with these needs in mind. They seek products that are
young adult amateur artists still attending high school or college.
1.06
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.07
1.08
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.09
1.12
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.13
1.14
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.15
1.20
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.21
1.22
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.23
1.24
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.25
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
The identity solution that I created was designed to embody the modern sophisticated personality of today’s professional artists designers. I created the brand name Axial Arts because using only the best quality tools and materials are central in creating all successful works of art and design. It was important that not only the brand name effectively communicate this, but also that the identity mark’s graphic element and typography capture and communicate the digital world today’s artist works in. Abstracted symbol created for the identity symbolizes the overlapping mediums and tools used by professional artist’s, and how they can be seamlessly combined together or one on top of the other. Capturing and communicating the digital tools available and used by many artists today was accomplished through using colors that are the foundation of digital color palettes today, cyan, magenta, yellow, and black. To reinforce this concept of today’s digital artist and designer I explored a variety of typefaces that captured the structural framework of classic serf and san serif typefaces yet captured the digital world we live in. My exploration lead to me to use OCRA for the identity solution, which also visually communicate a sophisticated industrial and urban feel many artist’s and designer’s are able to identify with, due to the industrial and urban areas they work and live in. In order to maintain a sophisticate and modern style I used Gotham for other typographic elements of the packaging design. This selection worked well because it was able to provide contrast to the identity solution that I created, through its juxtaposition of smooth curves and flowing lines against the more rigid mechanical and computer based feel of the OCRA typeface. My designs maintained and reinforced that sophisticated modern feel by keeping the main portions of packaging structures and labels white and dark gray. Graphic elements were created using circles and elliptical shapes pulled from the identity’s graphic element I created and used to construct abstract digital style shapes and patterns that were used to visually communicate the color or colors of each particular product. The elliptical shape was also used to construct the abstract pattern used for the shopping bag and the cups used in the Orbital Café located in every Axial Arts
ABERCROMBIE & FITCH ANNUAL REPORT PRINT
2.30
CHAPTER 2:
fashionable financials
PROJECT:
annual report design
CLIENT:
ABERCROMBIE & FITCH
PROJECT OBJECTIVES
CLASS:
graphic design 2
INSTRUCTOR:
MARC ENGLISH
2.31
TRENDY TEENS DEMOGRAPHIC SEGMENTATION
To create an annual report design capturing the essence of the Abercrombie & Fitch brand, using the brands colors, style, and products.
FASHIONABLE FEMALE TEENAGERS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
FASHION CONSCIOUS MALE TEENAGERS
also are more concerned with their appearance
whose parents are unable to afford these high-end
ful of times throughout year. Regardless of the
and the social status associated with wearing the
apparel products, or just don’t believe these pro-
educational institutions they attend, they purchase
latest designer apparel products
ducts are worth the higher price. These teens will
Individuals in this segment are from Generation
Abercrombie & Fitch products because they are
Y ranging in age from their early to late teens. Over
designed in the latest fashion styles. They are also
75% attend public schools where they’re allowed
consciously and unconsciously drawn to these
to wear the clothing of their choice. The other 25%
“Casual Luxury” apparel products because of the
percent attend private schools that require them
status symbolism associated with them. All of the
of information graphics. In order to successfully communicate the type of products the company produces
The majority live in suburban areas within close driving distance to large metropolitan areas. Their parents often own homes, townhouses, or apartments in communities that would be classified as INCOME SEGMENTATION
games or surfing the web on their computer, and
The parents of these teens are well educated with
regularly communicating with friends on social
one or multiple college degrees, and possess jobs
networking sites and their cell phones.
that provide them with a moderate to high level
GENDER SEGMENTATION
of disposable income. As a result these parents are able cloth their children in the brands and styles
the design should incorporate the textures and color palettes of it’s most popular products. The annual reports body copy should use the same Adobe Garamond Semi Bold typeface used for their logo. Other elements of the design such as pull quotes, headlines, sub-heads, and page numbers should also be set in
additional level of contrast and create a clear visual hierarchy.
GEOGRAPHIC SEGMENTATION
life with large groups of friends who share their
The design should convey the brands vintage, urban, risqué identity through imagery and the design
sans serif typeface in medium to heavy weights. These elements should also be large in scale to create an
find ways to earn money to buy them themselves.
teens within this segment have a very active social
out at the mall, going to movies, playing video
this typeface, but in various weights. In order to create a contrast, the information graphics should use a
PARENTS WITH TEENAGE CHILDREN
to wear uniforms, except on free dress days a hand-
fashion sense. In their free time they enjoy hanging
This segment is composed of 60% female and
of their choice. These parents are able to provide
40% male. The reason it is composed of a higher
their children with an allowance or money for
percentage of females is because they are more
them to spend on products or activities of their
interested in the latest fashions than males. They
choice. There is a small portion of teens however,
FEMALE COLLEGE STUDENTS
MALE COLLEGE STUDENTS
RESEARCH ANALYSIS
Young adults who make up this segment are in their early twenties (Generation Y) to early thirties
YOUNG ADULTS
into the provocative “Casual Luxury” the apparel store it is today.
evolving into the company it is today. The company was established
Creating a successful design solution had to capture the essence of
in 1892 by David T. Abercrombie and Ezra H. Fitch, and initially sold
the company’s youthful “Casual Luxury” style seen in its products
high-end sporting goods and outdoor apparel products. Despite the
marketed towards its target audience of teens to young adults. For
stores success for over eighty years, it was forced to close and file
this project however, this target audience was actually an indirect
for bankruptcy in 1976 as a result of new younger competitors enter-
or secondary target audience. The primary target audience for the
ciated with them. These teens parents justify the higher price of the company’s products because it’s what their children desire, and want to provide them with the apparel products they want.
YOUNG BUSINESS PROFESSIONALS
is a small portion of this group that have full time
mature and feeling that they have out grown the
to part time jobs in order to pay for part of their
style of the company’s apparel products.
tuition, and provide them with financial means
The majority of young adults in this segment who
to purchase designer apparel products and other items they desire. GEOGRAPHIC SEGMENTATION
afford until recently. The oldest young adults in this
are still in college have access to a moderate level
such as attending concerts, school sporting events,
segment are still in the early stages of their profes-
of disposable income as a result of their parent’s
Individuals in this segment who are attending
weekend excursions or vacations, and going out
sional career, and are now discovering new interests,
financial assistance. Their parents are often able to
college live in dorms or live small homes or apart-
for drinks or meals with friends. Those individuals
activities, and hobbies, which is made possible
cover the complete cost of their tuition and other
ments that are located within walking distance of
in their late twenties to early thirties within this
by the increased level of disposable income.
their college. Young adults in their mid twenties to early thirties in this segment often live in large or
GENDER SEGMENTATION
small cities and towns.
the company produces, and are often able to wear
This group is composed of 45% female and 55%
this style of clothing to their jobs. A portion of
male. The lower percentage of females in this seg-
this group however is composed of young adults
ment is due to two reasons. Females within this
They purchase Abercrombie & Fitch apparel pro-
who have just recently obtained a moderate level
group often attend colleges located near cities or
ducts because they are designed in the latest styles
of disposable income, enabling them to purchase
metropolitan areas which offer a larger variety
and the status symbolism associated with them.
designer apparel products they were unable to
apparel stores (small boutiques, and large high-end
BENEFIT SEGMENTATION
STYLISH STOCKHOLDERS DEMOGRAPHIC SEGMENTATION FASHION CONSCIOUS YOUNG ADULTS
Abercrombie & Fitch has come a long way over the course of its life
latest fashion styles and status symbolism asso-
expenses. Like the previous target segment, there
be drawn to the “Casual Luxury” apparel products
THE RUN DOWN
apparel products because they’re designed in the
have a very active social life and enjoy activities
segment are young professionals who continue to
STYLISH STOCKHOLDERS
This segment purchases Abercrombie & Fitch
The second is attributed to them becoming more
INCOME SEGMENTATION
group are typically college students. They typically
FASHION AFICIONADOS
BENEFIT SEGMENTATION
department stores), providing them more options.
(Generation X). The youngest individuals in this
TARGET AUDIENCE RESEARCH ANALYSIS
upper middle class.
FASHION AFICIONADOS DEMOGRAPHIC SEGMENTATION
AGE & LIFECYCLE SEGMENTATION
TRENDY TEENS
CATEGORY:
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
ADULTS WITH FASHION CONSCIOUS CHILDREN
INTUITION INVESTORS
growing number of teens and young adults whose
because both genders see the potential for rising
These individuals would much rather take the risk
disposable income has steadily risen in recent
profitability in the future, given the rapidly growing
and invest their money in the stock market rather
years, they believe that Abercrombie & Fitch will
spending power of teens as well as young adults.
than depositing it in a bank account earning a low interest rate percentage.
This segment is composed of adults from the
continue expand its stores and operations which
Baby Boomer Generation and young adults from
will increase the company’s stock price. This group
Generation Y (28-45). They choose to invest in
of investors is more likely to invest in companies
companies that they or other family members or
that they believe will become more successful and
of fields. Their income level ranges from $70,000 to
Roughly 65% of this segment lives in suburban
friends purchase products from. Given the rapidly
profitable, as apposed to companies suggested
$120,000 annually. This provides them with the
areas that are classified as upper middle class. The
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION They typically make comfortable living in a variety
by financial analysts and news organizations. They
other 35% live in large cities in apartments and are typically young adults who work near by.
in the sporting-goods industry. Recognizing the company’s strong
annual report was current investors in the company, as well as new
are very aware of the latest fashion trends, and
brand equity, Oshman’s Sporting Goods purchased the company’s
potential investors. A large portion of these investors would likely be
and accessories. When dining out, they seek the
brand identity and its extensive mailing list. Oshman’s then used
familiar with the brand through their own experiences, while some
the identity to market its own specialty hunting apparel and outdoor
would also be familiar with the brand from shopping at Abercrombie
accessories. It wasn’t until almost ten years later when Oshman’s
& Fitch for their children or teenagers. There might also be a smaller
sold the brand to The Limited that the company was transformed
portion of fashion conscious adults that are familiar with the brand.
are drawn to high-end designer apparel products BENEFIT SEGMENTATION
newest restaurants for the experience and atmos-
They invest companies like Abercrombie & Fitch
phere as much as the food they offer.
because they are familiar with the products they sell. They can also relate to wanting the latest
GENDER SEGMENTATION
designer fashions. They believe the company will The segment is composed of 50% male and 50%
financial means to make sizable investments in the
female. The gender segmentation is equally split
stock market and other investment opportunities.
become even more profitable in years to come.
2.32
CHAPTER 2:
fashionable financials
PROJECT:
annual report design
CLIENT:
ABERCROMBIE & FITCH
CLASS:
graphic design 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
2.33
2.34
CHAPTER 2:
fashionable financials
PROJECT:
annual report design
CLIENT:
ABERCROMBIE & FITCH
CLASS:
graphic design 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
2.35
2.36
CHAPTER 2:
fashionable financials
PROJECT:
annual report design
CLIENT:
ABERCROMBIE & FITCH
CLASS:
graphic design 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
2.37
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
The completed design solution I created successfully communicated who the company’s direct target audience was by incorporating imagery of teens and young adults wearing the Abercrombie & Fitch’s “Casual Luxury” products and the products themselves. The design also reflected the company’s identity by using the same Garamond typeface and navy blue color used for its logo. Information graphics were designed using Helvetica Neue Lt Std in heavy weights and large point sizes, in order to create contrast against the smaller more delicate serif typeface used for the body copy. It was also important to communicate financial statistics and other information in the most positive light. To accomplish this, key statistics and information which indicated profit and growth over the past fiscal year the largest elements within the information graphics, and those which reflected any decreases or losses were the smallest elements. Given the large amounts of information contained in the reports body copy and information graphics, it was essential to create spreads that slowed the pace of the visual narrative and gave the reader a moment to pause. This was done in several spreads by using a full bleed image on one page and pairing it with pull a quote on the other page. Images used in the design were very carefully selected to echo the grid structure used for the design and the way the content was laid out on the apposing page. On the six spread of the annual report for example, the bold geometric structure of columns framing the entryway to an Abercrombie & Fitch store echo the vertical column structure of the list of new stores in each state. Another example is the image used in the eighth spread where the horizontal key line and sentence running across the lower portion of the page is complimented by the image of the girl sitting on the floor with her legs stretched to the side aligned to the same height.
O’NEILL SKIN CARE LINE PACKAGING
3.44
CHAPTER 3:
fun in the sun
PROJECT:
skin care line creation
CLIENT:
O’NEILL
PROJECT OBJECTIVES
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
packaging
3.45
COASTAL CARVERS DEMOGRAPHIC SEGMENTATION
To create a skin care line that captures the “California Drift Heritage” style of O’Neill and
SURFERS
BEACH GOERS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Consisting of young teens to adults (13-45) from Generation X and Generation Y who enjoy surfing
OUTDOOR ATHLETES
OUTDOOR ENTHUSIASTS
ACTIVE TEENS & ADULTS
tance of taking care of our planet so that future
percentage only have a high school education, but
generations can enjoy the same outdoor activities
have gone onto establish successful careers in
they do. Alll individuals in this segment tend to
fields related to their passion for nature and out-
see themselves as hip and modern.
door activities where they can work outside . GEOGRAPHIC SEGMENTATION
GENDER SEGMENTATION
and or a beach lifestyle, and adults (45-60) from
provides full SPF protection for the active lifestyle of this target audience.
the Baby Boomer generation that continue to live
This segment is composed of 55% male and 45%
This segment often lives in areas within walking
an active lifestyle with a passion for the outdoors.
female. Males make up a larger percentage due to
distance to the beach, large open space areas, and
This segment purchase products not only based on
the fact that they are involved in more sports and
their design, performance, and price, but also for
outdoor activities. Both males and females of this
at while attending school. They have achieved
to three hours. They enjoy warm weather climates
their ability to function and endure their active and
segment participate in outdoor activities such as
or will go onto achieve a college degree, with some
but are not detoured from enjoying the outdoors
often rugged outdoor lifestyle. They enjoy sports
surfing, snowboarding, backpacking, rock climbing,
earing or going onto earn multiple degrees. The
in cold climates. Their passion for nature and out-
interact with the natural elements. This segment
and mountain biking. They often enjoy unconven-
adults within these segment have a broad range of
door activities heavily influences them when
is not as image conscious as others their age but
tional sports and outdoor activities apposed to the
income levels, ranging anywhere from $40,000
selecting and area to live in.
still like to look fashionable. They are often very
classic team sports like football, baseball, softball,
to $120,000 annually. These individuals work in a
environmentally conscious and realize the impor-
field hockey, and basketball.
BENEFIT SEGMENTATION
broad range of fields, including everything from
To create a line of skin care products that provides water resistant protection from the sun. The design is found in the design of the other products produced by the company. Since most people associate the company with surfing, the bottles or point of purchase display should be visually suggestive of the ocean.
engineers to artists, with many of them working in
They desire casual functional apparel for their
fields related to the environment or those which
active outdoor lifestyle that’s moderately priced,
Teens to young adults within this segment have
require them to work outdoors. These adults are
comfortable, and has a modern style. Realizing
a moderate to sometimes high level of disposable
high school graduates and have earned a college
the importance or preserving our environment they
income. This is either provided by their parents
degree (sometimes multiple degrees), but often
support companies and businesses that operate
or obtained on their own through a job they work
work in fields unrelated to their degrees. A small
a socially and environmentally responsible manner.
INCOME SEGMENTATION
should reflect the company’s surfing roots and also maintain the same “California Drift Heritage” style that
the mountains, or within a driving distance of two
MOUNTAIN MAVERICKS DEMOGRAPHIC SEGMENTATION
Given the wide age range of the target audience, the design should be clean and sophisticated like some types of cologne or perfume bottles that are able to successfully communicate to broad range of ages.
SNOWBOARDERS
SKIERS
RESEARCH ANALYSIS
ACTIVE OUTDOOR INDIVIDUALS
TEEN & YOUNG ADULT COLD CLIMATE INHABITANTS
its simply walking or something more active such
degrees as well. Adults in this segment earn a
as snowboarding. This segment was composed of
moderate income and are classified as middle to
higher percentage of males several years ago but
upper middle class. They are employed in variety
Composed of young teens to adults (13-45) of
has now evened out.
of fields, with a large percentage of jobs that allow
Generation X and Generation Y who enjoy skiing
INCOME SEGMENTATION
AGE & LIFECYCLE SEGMENTATION
and snowboarding. They purchase products and
them to work outdoors full or part time. Typically they posses a high school education and a college
clothing based on their performance and price, and
Teens and young adults in this segment have
degree. Those that possess a college degree will
are less influenced by the mainstream trends or
low to moderate levels of disposable income. They
often work in fields related to their college degree,
fads than others their age. This segment enjoys an
are high school graduates or go on to graduate,
earning $35,000 to $90,000 annually.
active lifestyle participating in variety of sports
with slightly over half going onto to earn college
GEOGRAPHIC SEGMENTATION
and other outdoor activities. While they are not as
TARGET AUDIENCE RESEARCH ANALYSIS COASTAL CARVERS
MOUNTAIN MAVERICKS
LAID’BACK LANDLUBBERS
enough for snow fall during the winter. They will
scious and realize the importance of taking care of
often live within driving distance of ski resorts and
our environment for future generations to come.
live close to or in mountainous regions. BENEFIT SEGMENTATION
concerned with skin care products that are able to
Composed of 50% male and 50% female. This
This segment desires casual functional apparel
sports. They realize the importance or preserving
segment is equally divided between both genders
and accessories for an outdoor lifestyle that’s mod-
our environment and favor those companies who
since both genders enjoy the outdoors, whether
erately priced and comfortable, and are equally
operate in an environmentally responsible manner.
LAID’BACK LANDLUBBERS DEMOGRAPHIC SEGMENTATION
These products include footwear, apparel, apparel accessories,
has changed substantially since it was started in 1952 by Jack O’Neill
skateboards, skateboard accessories, swimwear, surfboards, snow-
in a small garage off the great highway in San Francisco. In those
boards, and even a children’s apparel and accessories. As a result
early years of business, the target audience only consisted of avid
O’Neill’s target audience is substantially more diverse today. The main
handful of other surf accessories. Things dramatically changed when
have low temperatures during the fall and are cold
priced. They are often very environmentally con-
protect them during their outdoor activities and
The target market for O’Neill surf and sport apparel and products
that time O’Neill only offered hand shaped balsa surfboards and a
Individuals in this segment live in regions that
like to look fashionable, as long as it is reasonably
GENDER SEGMENTATION
THE RUN DOWN
amateur and professional surfers in the San Francisco Bay Area. At
image conscious as others of their age, they still
target audience includes active teens to adults who enjoy surfing and other various outdoor activities in warm weather climates, teens to adults who snowboard, ski and enjoy other outdoor activities
Jack invented the wet suit, enabling surfers to go out and stay in
made possible by cold weather climates, and teens to adults who
the water for much longer periods of time. This innovative product
enjoy a laid back lifestyle. In order to create a successful skin care
by O’Neill was credited with quickly popularizing the sport around
line, the needs and stylistic preferences of this target audience must
the world. It was also responsible for the success and rapid growth
be met. The design solution also has to effectively capture the
of the company. Today the company’s product offerings are much
“Californian Drift Heritage” style used in the company’s products,
more diverse with a much broader target audience.
and appeal to the wide age range of the target audiences.
EASY GOING TEENS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Consists of young teens to young adults (13-30) of Generation Y, enjoying a laid back casual lifestyle.
LOUNGE LOVING YOUNG ADULTS
LAID’BACK ADULTS
participate in sports or other outdoor activities.
locations that are not within driving distance of
Often they are very environmentally conscious and
oceans or mountainous regions with suitable snow
realize the importance of taking care of our envi-
fall levels for snowboarding or skiing.
ronment for future generations.
BENEFIT SEGMENTATION
GENDER SEGMENTATION This segment seeks clothing that is fashionable
They purchase products and clothing based on their price and fashion style. Occasionally they will
and comfortable, which is reasonably priced. They
This segment is composed of 35% male and 65%
dress in casual style clothing and are often drawn
female. The higher percentage of females is due to the company’s recent efforts to capture more of
obtain one. They also often have a college degree
to surf and skate clothing brands. This segment
the female teen and young adult apparel market.
or will go onto obtain one. Young adults in this
also realizes the importance or preserving our
segment earn $30,000 to $60,000 annually.
environment, supporting companies that support
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION Teens and young adults of this segment have a low to medium low level of disposable income and
They live in a variety of areas around the world
possess a high school diploma or will go on to
in a broad range of climates. Typically they live in
and share that philosophy when possible. However they are not detoured from purchasing products from brands that do not.
3.46
CHAPTER 3:
fun in the sun
PROJECT:
skin care line creation
CLIENT:
O’NEILL
CLASS:
LASER CUT TOP
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
packaging
3.47
3.50
CHAPTER 3:
fun in the sun
PROJECT:
skin care line creation
CLIENT:
O’NEILL
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
packaging
3.51
3.54
CHAPTER 3:
fun in the sun
PROJECT:
skin care line creation
CLIENT:
O’NEILL
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
packaging
3.55
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
This projected presented many challenges throughout the design process and in the final stages of fabrication. After creating a detailed and thorough design brief examining the broad age range and different lifestyles of this target audience, the first challenge I faced was finding the right bottle structures for this new skin care line. I initially planned on finding existing bottle structures purchased from various retail stores to modify and paint. Although the different groupings I created with these various structures were only able to visually communicate with certain segments of this target audience. Some where ideal for the teens and young adults, but where certainly not as effective for the older adult portion of this segment who had been loyal O’Neill customers since the company began in 1952. This led me to design my own bottle structures capable of appealing to all portions of this target audience. After designing the basic bottle structures, I began to examine what the specific needs were for this type of product for all segments of this target audience. Realizing that many of the potential customers for these products would be using them when in situations where their hands would be damp (in the shower, at the beach, or while enjoying outdoor activities where they would likely be perspiring), I knew that any materials used for the structures and the finishes applied to them had to be easy to grip and open. The design and typographic treatments also had to appeal to young trendy teens and young adults, as well as the older adult portion of this segment. To accomplish this I created a clean minimal design using various weights of Helvetica and three bold icons that communicated the products lines main attributes. My design solution was also effectively able to communicate the company’s surfing roots through the blue color gradation used for the main portion of the bottles and the light color wood used for the tops which was visually suggestive of drift wood. Using wood for the tops not only worked to communicating the brands surfing roots, but also provided a material that could easily be grasped to open them even with damp hands. I also deiced to apply a thin clear frosting finish over the painted bottles in order to eliminate the materials slick surface when wet. Applying this clear frosting also softened the intensity of the colors and provided them with an appearance which is similar to looking into a clear structure filled with water, or when opening your eyes under water. The final stage of the design process for this project involved creating a point of purchase display that would continue to build upon and reaffirm the brands “California Drift Heritage.” I designed the point of purchase in an oval shape that was suggestive of the brands logo and created a smaller oval shaped recess in the center. Inside this center portion I designed an O’Neill logo that was made out of acrylic and painted in the same silver color as the thin bands between the bottle structures and tops. The top or face of the logo was cut at a slight angle and placed in the center oval recess of display where its base was hidden after filling the area with ultra fine sand. The finished design solution for this project was not only successful in visually communicating to all ages in this target audience, but also in creating structures which could be easily handled and opened with damp hands in the typical situations they would be used.
DEERE & COMPANY CSR PROJECT PRINT, PACKAGING & WEB DESIGN
4.62
CHAPTER 4:
citizenship
PROJECT:
corporate social responsibility
CLIENT:
JOHN DEERE
PROJECT OBJECTIVES
CLASS:
print 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
print, packaging, web
4.63
CULTAVATORS & CARE TAKERS DEMOGRAPHIC SEGMENTATION
To create a brochure, packaging, and website design solution that effectively communicates and demonstrates John Deere’s commitment
RESIDENTIAL
AGRICULTURAL
COMMERCIAL
CONSTRUCTION
The design concept will visually communicate the company’s many years of experience of operating in a socially responsibility manner, as well as their awarded and praised philanthropy efforts and citizenship program. The brochure design should incorporate information graphics that clearly highlight some of the company’s environmentally responsible manufacturing practices and waste reduction efforts. It will also be essential that design of the brochure, website, and packaging maintain a clear visual congruency between
GOLF & SPORTS
times multiple college degrees. These individuals
for production and maintenance needs. Resulting
typically hold management or leadership positions
in future generations that continue to be loyal to
as a result and earn an estimated annual income
the same brands. While theses segment demands
This primary direct target market’s demographic
of $65,000 to $120,000. As a result, they have a
quality and durability in these products, they also
segmentation is composed of both young adults
moderate to high level of disposable income.
demand competitive prices. If other brands demon-
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
and adults (21-65) from the Baby Boomer Genera-
GEOGRPAPHIC SEGMENTATION
tion, Generation X, and Generation Y who typically work in blue collar or manual labor fields. They
Roughly 50% of this segment live in rural areas
enjoy outdoor adventurous activities and sporting
or in other areas on the outskirts of large suburbs.
establishments that would be classified as family restaurants and the occasional casual fine dinning
large cities within driving distance where largescale construction projects are being undertaken
75% male and 25% female. This audience tends to
for large industrial buildings. The remaining 25%
on price and the quality of the products, and are
consist of a higher percentage of males due to the
is split among those living in upscale suburbs and
very rarely influenced by brand names or designer
physical demands of the company’s products are
those who live and work very remote areas as a
labels. Due to the fields they work in, many of the
often used for.
result of their occupation.
apparel products their decisions are made based
individuals within this segment purchase and drive cars that are used for both work and recreation,
to try the products they produce.
large-scale development in the immediate area or
GENDER SEGMENTATION This segments gender segmentation consists of
restaurant for special occasions. When purchasing
strate a high value product they will not hesitate
Another 25% live in large suburbs where there is
events. When dinning out, the tend to frequent
to operating in a socially responsible manner.
FORESTRY
BENEFIT SEGMENTATION
INCOME SEGMENTATION
such as sport utility vehicles and trucks. Although
The majority of this segment typically has only
These individuals often demonstrate a high level
a sizable number from this segment enjoy working
a high school education and sometimes less. Their
of loyalty to a particular brand. This brand loyalty
on and restoring classic muscle and sports cars for
estimate annual income will range from $40,000
is sometimes the result of previous generations
recreation. They are often very family oriented and
to $65,000. This level of annual income results in
of family members or workers which have grown
usually have a minimum of 2 children.
a higher level of education, erning one or some-
attached to using a particular brand of machinery
GROSS GRAZERS DEMOGRAPHIC SEGMENTATION
them by using the same typeface pairings, color palettes, and basic grid structure. INDIVIDUALS
ANGLES
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
INVESTMENT TRUSTS
MUTUAL & HEDGE FUNDS
and designer apparel labels. When dinning out
and often more. They are employed in broad range
they typically choose fine dinning restaurants and
of fields, and are often very career oriented. This
those offer fusion cuisine or those offering dishes
provides them sizable level of disposable income.
This segment shares the same age segmentation
that demonstrate the latest molecular gastronomy
as the cultivators and caretakers, being composed
techniques. They often purchase high-end luxury
of young adults to adults (21-70) from the Baby
vehicles not simply for the quality and extravagant
Typically they live in large cites or suburbs, within
Boomer Generation, Generation X, and Generation
features, but because of the status symbolism it
driving distance of their work. They’re often drawn
Y. They do not share the same lifestyle segmen-
represents as well.
to areas with an active nightlife scene and offer
tation as the cultivators and care takers however.
TARGET AUDIENCE RESEARCH ANALYSIS
VENTURE CAPITALISTS
They are typically drawn to trends, popular brands,
GEOGRAPHIC SEGMENTATION
extensive dinning and cultural activities.
GENDER SEGMENTATION
BENEFIT SEGMENTATION
Currently this segment consists of 60% male and
CULTIVATORS & CARE TAKERS
GROSS GRAZERS
40% female. However this segment will be equally
CONSCIENTIOUS CRAFTSMEN
split between male and females in the near future
THE RUN DOWN Plows, tractors, and combines are often the first thing that comes
needed for continued global growth and development. It also in-
with the way the company operates and its envi-
are earning degrees that enable them to work and
than not, well educated with at least one college
ronmental impact. While they are very motivated by
become leaders in these related job fields. As well
degree. Often this segment has multiple degrees,
the potential profits of their investments they will
as the rapidly growing percentage of women in
which have often been obtained from Ivy League
not invest in companies demonstrating no regard
households that manage household spending and
Universities. As a result of being well educated
for operating in a socially responsible manner.
are responsible for a variety of investments.
they annually earn between $80,000 to $130,000,
since this company’s humble beginnings started in 1837, when black-
for such sports as golf, football, and baseball, as well as residential
smith John Deere created his first plow from a broken saw blade, in
customers who seek quality equipment for their landscaping needs.
CONSCIENTIOUS CRAFTSMEN DEMOGRAPHIC SEGMENTATION
While this segment was largest portion of the direct target market
SALES REPRESENTATIVES
grown significantly over 175 years to not only offer superior quality industrial equipment, but professional quality equipment for todays homeowners as well.
MANUFACTURERS
CORPORATE
effective communication design solution had to take into account all three of these direct target market segments. While each of these segments has a different relationship with the company as well as
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
ing and mechanical engineering have been male
due to the wide range of positions available within
products it produces. Although they also choose
dominated. However, this higher percentage will
the company, as well as the varying levels of com-
to work for John Deere because of the work envi-
likely decrease dramatically over the next several
pensation for those positions.
ronment provided and the environmentally and
Composed of young adults to adults (21-70) from
years, as more females enter these job fields. INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION
Creating an effective communication design solution for this CSR
different needs, they all care about the socially responsible manner
(Corporate Social Responsibility) project was centered around the
the company operates in. As a result, operating in a socially respon-
of employment within the company the lifestyle
Income segmentation for this group is again a mix
there is also a smaller percentage that lives much
segmentation for this group is blend lifestyle seg-
of both discussed in the previous target audiences
more rural areas (such as those individuals who
includes those working in the agricultural industry who are now facing the growing challenge of feeding the world’s growing population, those working in the forestry and mining industries who harvest and produce the raw materials that are need for those people working in the construction industry who develop the facilities and structures
CUSTOMER SERVICE REPRESENTATIVES
for this project, it also included investors and employees. Creating an
the Baby Boomer Generation, Generation X, and
Deere’s direct target market of customers. This very diverse group
potential for profitability, but are also concerned
The vast majority of this segment is more often
cludes those who maintain professional and recreational facilities
the tough American landscape. John Deere’s product offerings have
They invest in companies largely based on their
due to the steady growing number of women who
to mind when people hear the name John Deere. It’s not surprising
order to provide farmers with a more productive means to work
INCOME SEGMENTATION
sible manner directly affects their profitability and growth. In addition to Deere’s direct target market is their indirect target. This indirect target market is composed of environmental agencies the general public, the media, consumer watch groups, and other third party establishments who carry and distribute their products.
Most live in suburban or metropolitan areas, but
Generation Y. As a result of the varying positions
ments discussed for the cultivators & care takers
operate dealerships or carry John Deere products
and gross grazers.
at authorized retail locations, as well as sales rep-
GENDER SEGMENTATION
resentatives and repair technicians). BENEFIT SEGMENTATION
The segmentation of this segment consists of 65% male and 45% female. This group is composed
They work for Deere & Company as result of the
of a higher percentage of males, due to the fact
competitive compensation and the potential for
that traditionally job fields like electrical engineer-
growth within the company has as a result of the
socially and responsible manner they operate in.
4.66
CHAPTER 4:
citizenship
PROJECT:
corporate social responsibility
CLIENT:
JOHN DEERE
CLASS:
print 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
print, packaging, web
4.67
4.68
CHAPTER 4:
citizenship
PROJECT:
corporate social responsibility
CLIENT:
JOHN DEERE
CLASS:
print 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
print, packaging, web
4.69
4.70
CHAPTER 4:
citizenship
PROJECT:
corporate social responsibility
CLIENT:
JOHN DEERE
CLASS:
print 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
print, packaging, web
4.71
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
The design solution I created to effectively communicate John Deere’s industry leading and awarded socially responsible practices was centered around their slogan, “Nothing Runs Like A Deere.” Due to the fact that not only do they produce products which have long been recognized for their superior quality but also for their durability. Even after many years of use, when the glossy sheen of their iconic green and yellow products has chipped, peeled and faded away, they are still capable of operating at the same high level of performance as when they were first purchased. The design created a juxtaposition between imagery of old weathered John Deere products and the body copy that addressed their continually evolving business practices and high level of social responsibility that has made them an industry leader world wide. Other imagery used in my design solution also focused on the agricultural production their products are often most commonly associated with. Agricultural production that provides nourishment for the worlds growing appetite and also a metaphorical reference to one of John Deere’s main philanthropy efforts of combating world hunger by providing low cost equipment such as irrigation equipment to farmers in areas like Kenya, Tanzania, and Mali. This effort to combat world hunger also inspired the concept for a new line of seeds, specifically designed to grow in some of the harshest environments and still provide bountiful and nourishing harvests. The exterior box of these five different seed varieties communicates the idea of growth with the horizontal type set in brown symbolizing the earth that nourishes these seeds, and green for its symbolic reference to life and environmental responsibility. The individual interior boxes vibrant primary colors communicate and symbolize the rich nourishment these small seedlings will soon provide.
SHAKESPEARE FISHING RE-BRANDING & SUB-BRAND PRODUCT LINE IDENTITY & PACKAGING
5.78
CHAPTER 5:
reeling in a new demographic
PROJECT:
re-branding & sub-brand product line creation
CLIENT:
SHAKESPEARE
PROJECT OBJECTIVES
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
5.79
ELEMENTARY ANGLERS DEMOGRAPHIC SEGMENTATION
To create a new identity that communicates Shakespeare’s rich history and experience, with a new product line and sub-brand targeting
NOVICE ANGLERS
ANNUAL ANGLERS
homes are often located within driving distance
spend the money. Often times they will postpone
of nature preserves, national parks, or other large
purchasing products for a short time period if they
outdoor areas that are open to the general public.
Individuals in this segment are teens to adults
believe the product will be on sale or discounted
where they can enjoy activities like hiking, fishing,
(13-45) from Generation X and Generation Y who
soon. When dinning out these individuals typically
camping, and biking. Individuals who live in more
enjoy the great outdoors. They fish once to twice
frequent casual dinning restaurants with moder-
rural areas have three to four bedrooms homes
a year when on vacation or camping in areas that
ately priced dishes. This segment likes to do things
with large yards. Due to their larger sized property
have lakes or other medium sized bodies of water
for themselves, and will often take on small home
they often have a number of pets includes horses.
that are stocked with fish seasonally. This segment
improvement projects instead of hiring someone
enjoys outdoor activities such as camping, hiking,
to do it for them. They enjoy vacationing places
AGE & LIFECYCLE SEGMENTATION
the products they purchase be well made, durable,
destinations. Individuals in this segment favor cars
them for activities, entertainment and other small
and reasonably priced. They demonstrate a high
that are reliable and receive good gas millage,
purchases. A small portion though have earn their
level of loyalty to brands who produce products
and are less concerned with the styling are design.
own money through part time jobs. Most of the
that meet their needs. Generally this segment is
young adults in this segment have a high school
not quick to purchase new products just because
diploma as well as a college degree. They work
they’re popular among the general public. Given
This segment consists of 35% female and 65%
in variety of fields and earning between $40,000
that the individuals in this segment have limited
male. The reason males make up a larger portion
to $55,000. The adults in this segment have the
or no fishing experience, they purchase entry-
of this segment is because they typically enjoy
same level of education as young adults and work
level equipment that is reasonably priced and sold
skiing, snowboarding, and biking. While a there is
outdoor activities such as camping, hunting, and
in the same fields, although since they have been
at large discount retailers or sporting good stores.
a small portion of this segment that participates
fishing more than females. In the last five years
working for a longer period of time they are more
mainstream sports such as baseball, football, and
though, the percentage of females in this segment
experienced. As a result they will generally earn
basketball, the majority are just avid fans. When
has risen and will likely continue to. Within in the
between $50,000 to $70,000 annually.
purchasing apparel products they are more inter-
fifteen to twenty years this segment will consist
ested in their durability, quality and comfort as
of a more balanced split between both genders.
experienced anglers and new target audience of novice and amateur anglers. The new sub-brand identity
that is able to project sporty feel with a high level of contrast between colors to create a powerful sense
The individuals within this segment require that
in picturesque areas as apposed to major tourist
Create a new identity that successfully visually communicates the company’s years of experience with
are loyal Shakespeare customers. Packaging designs for this new product line should use a color palette
BENEFIT SEGMENTATION
that offer outdoor activities and accommodations
GENDER SEGMENTATION
appeal to this new target audience of primarily teens and young adults but also experienced anglers who
FIRST TIME FISHERMEN
service that meets their needs they are willing to
RESEARCH ANALYSIS
new novice & amateur anglers.
and packaging designs created for this new product line should have a vintage style which will not only
CASTING CAMPERS
apposed to their style. These individuals are very
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION Individuals in this segment live in suburban areas or in areas just outside of them that typically have
careful consumers, and rarely purchase products they have not thoroughly researched or have not
Teens in this segment have access to low levels
large sized properties in more rural areas. Those
of shelf appeal. The packaging designs would also benefit from incorporating patterns or abstracted
been recommended to them by close friends or
of disposable income since the majority of them
who reside in suburban areas live in two to three
family. While their purchasing decisions are always
are full time students. Typically their parents will
bedroom homes that have small to medium sized
imagery that is suggestive of water or the movement of casting a fishing line.
influenced by price, when they find a product or
provide them with a weekly allowance or provide
backyards, and often have one to two pets. These
CAPABLE CASTERS & AMATEUR ANGLERS DEMOGRAPHIC SEGMENTATION TEENS WITH MODERATE EXPERIENCE
ADULTS INTERMEDIATE EXPERIENCE
AMATEUR TEEN TO ADULT ANGLERS
a higher percentage of males than the previous
RESEARCH ANALYSIS
segment because more males enjoyed their first
AGE & LIFECYCLE SEGMENTATION
fishing experiences and continue to fish throughout their adult lives.
This segment consists of teens to adults (15-45) from Generation X and Generation Y. They enjoy
INCOME SEGMENTATION
fishing several times a year and have a small to
TARGET AUDIENCE RESEARCH ANALYSIS
medium amount of fishing equipment they have
Teens within this segment have low to medium
purchased from large chain sporting good stores
levels of disposable income which is often provided
or large discount retailers like Walmart who carry
to them by their parents. A third to half of these
sporting goods. Typically they fish with friends
teens also have part time jobs they work at while
or other family members in lakes or small bodies
attending school or when on vacation. They also
of water near their homes and in larger bodies
tend to be more responsible with their money than
of water when on vacation. They often fish regularly
others their age, and are less likely to spend their
enough to purchase annual fishing licenses or
money on frivolous purchases. They will typically
permits. Teens and young adults in this segment
ELEMENTARY ANGLERS
CAPABLE CASTERS & AMATEUR ANGLERS
are often introduced to the sport through family members or friends who are experienced anglers. Adults in this segment are the most experienced,
THE RUN DOWN Loyal professional and avid amateur angler customers have relied
and have been casual fishermen throughout their lives. This segment enjoys an active lifestyle and
have not thoroughly researched. Their purchasing decisions are
on the innovative quality products Shakespeare produces for over
based on the price and quality of the product or service, and are
100 years. The goal for this project was to cast an even wider net
rarely influenced by brand names. Experienced anglers within this
frequently participates in a variety of sports and
other outdoor activities. A large percentage of these individuals participate in school or amateur sports leagues. They very rarely purchase new products that they have not thoroughly researched or have been recommended to them by family or friends. Brand names have little influence on their purchasing decisions. Any purchases they make are based on the price, quality, and durability of the product. When dinning out they frequent casual dinning establishments that are reasonably
to pursue the new growing and highly profitable target audience of
target audience purchase their fishing equipment from stores that
priced and serve good portion sizes. As a result
novice and intermediate anglers. This target audience enjoys being
specialize in fishing supplies and equipment, and sporting good
conscious about their diet than most people.
exposed to new experiences and outdoor activities. The individuals
stores as well. The other portion the target audience that has little
that make this new broader target market are careful consumers.
or no fishing experience purchases fishing equipment from large
They rarely purchase any products or services that have not been
discount retailers who have a sporting good section, or from local
recommended to them by friends and family members or that they
sporting goods stores that carry a wide variety fishing equipment.
of their active lifestyle, they tend to be more health
GENDER SEGMENTATION
go on to earn a high school diploma and college degree. Young adults in this segment have graduated high school and are attending college or have already graduate and are working full time. Those young adults in the early stages of their career earn between $40,000 to $60,000 annually Adults have the same level of education as the young adults, and work in a variety of fields where they earn between $55,000 to $75,000 annually.
GEOGRAPHIC SEGMENTATION This segment lives in suburban areas or on the outskirts of big cities or towns. They live in three to four bedroom homes that have medium sized yards where their children can play. Their homes are often located within a short driving distance of nature preserves, national parks, or other large outdoor areas open to the public for activities like hiking, fishing, camping, and biking. Close to half of this segment lives in more rural areas with larger sized properties. Due to their larger sized property they often have a number of pets which sometimes includes horses. BENEFIT SEGMENTATION This segment requires products they purchase to be well made, reliable and reasonably priced. They are very loyal to brands which meet their needs,
Composed of 70% male and 30% female. Males
and are not quick to try new products or services
make up a larger portion of this segment because
simply because they are popular or new. When
they generally enjoy activities like hunting and
purchasing any product, its design or styling has
fishing more than females. This segment contains
little influence on their decision.
5.82
CHAPTER 5:
reeling in a new demographic
PROJECT:
re-branding & sub-brand product line creation
CLIENT:
SHAKESPEARE
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
5.83
5.86
CHAPTER 5:
reeling in a new demographic
PROJECT:
re-branding & sub-brand product line creation
CLIENT:
SHAKESPEARE
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
5.87
5.90
CHAPTER 5:
reeling in a new demographic
PROJECT:
re-branding & sub-brand product line creation
CLIENT:
SHAKESPEARE
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
5.91
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
In order to capture the attention of this new target audience I explored sub-brand names that were able to communicate a sense of experience and quality, yet were also catchy and memorable. My explorations led me to the name “Silverline” for the this new sub-brand. I used a script typeface since it beautifully suggested the fluid long flowing curves of a fishing line as it’s being cast into the water. I knew there needed to be a contrast between the typeface chosen for the re-branding and typeface used for the new subbrand that would always reside in close proximity to it. My explorations of typefaces that were able to effectively communicate the tradition, history and experience of the company lead me to chose the Rosewood Std. typeface. Wanting to maintain the visual imagery of the original script typeface, my explorations lead me to decide upon the Voluta Script Pro typeface. The very exaggerated capital “s” of this typeface family however was to vague and not immediately decipherable though. To solve this problem the it was hand modified to and slightly scaled down to create cohesive feel with the other letterforms. Recognizing the effective visual imagery of a fishing line be cast into the water the scripted typeface suggested, I designed the script style ornamentation to frame the re-branding and new sub-brand. By designing the lower ornamentation to be larger and visually support the elements above and designing the upper ornamentation to be smaller and visually lighter, I created a design that successfully communicated the superiority and tradition of Shakespeare with the way it resembled a crown. My final design incorporated a color palette that was able to communicate the company’s experience and history, with a brown that might be found in an old aged piece of wood on dock or pier. In order to contrast this colors mood and feel, I incorporated a brighter pastel color palette. Together these colors are able to effectively communicate Shakespeare’s rich history and experience, while at the same time giving the packaging desings a young, fresh and modern style voice to directly speak to this new target market.
COBRAM ESTATE PACKAGING DESIGN PACKAGING
6.96
CHAPTER 6:
aussie olive oil
PROJECT:
rebranding & package design
CLIENT:
COBRAM ESTATE
PROJECT OBJECTIVES
CLASS:
packaging 2
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
6.97
CONSCIENTIOUS COOKS DEMOGRAPHIC SEGMENTATION
To create a new packaging design for Cobram
FAMILIES
YOUNG ADULTS
CASUAL COOKS
families and are responsible for the grocery shop-
families walk or ride their bikes to school near by.
ping for their families. Those females which are
Young adults within this segment typically live
married or live with their partners also tend to be
in small two bedroom homes or apartments that
Composed of young adults to adults (28-70) of
the ones who primarily do the grocery shopping
are located in small cities within driving distance
Generation Y, Generation X, and the Baby Boomer
for their household. With the increasing interest in
of larger cities or metropolitan areas where they
Generation. They cook for themselves and their
home cooking brought on by television cooking
work. Adults with no children live in both these
products Australian origin, and their superior
family out of necessity and for enjoyment. Young
shows and television networks like Food Network,
types of areas in two to three bedroom homes or
adults within this segment are generally limited
the percentage of males is slowly rising.
apartments that are medium in size.
their busy work schedules. When they do cook
ages, and try to keep away from unhealthy snacks
quality and flavor.
though they prepare nutritious dishes in portions
and junk food. They typically purchase organic
Young adults in this segment are typically high
large enough to save smaller portions for meals
fruits & vegetables and free range poultry & meat
school graduates and have gone on to obtain an
later in the week. They are also very conscientious
whenever possible. Adults in households with no
associates degree or a bachelors degree. They
about their diet and try to eat healthy whenever
children enjoy cooking for themselves or for their
work in entry-level positions in a variety of fields
possible, although they often eat fast food or eat
spouse, family, and friends. The individuals within
directly related to their college degrees and earn
out at casual dinning restaurants that serve food
this segment are primarily concerned with quality
$35,000 to $45,000 annually. Adults within this
when purchasing products, and less concerned
segment are generally well educated with one to
with the price. They’re influenced by brand names
two college degrees and often work in leadership
when purchasing products and services, however
or management positions. As a result of having
they rarely purchase products simply base on the
worked in their positions for several years or their
brand name it carries. When purchasing apparel
leadership or management positions they earn
products and accessories for themselves and their
between $55,000 to $95,000 annually.
Estate olive oils that visual communicates the
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
to cooking two to three times a week because of
Create a packaging design that effectively communicates the company’s Australian heritage and origin of the products. The design should also convey the brands awarded and recognized superior quality and respected reputation it has gained. These designs would benefit by incorporating the
INCOME SEGMENTATION
families they generally shop at big name depart-
unique information graphics the company uses on its website to map the flavor attributes of each
ment stores that carry reasonably priced products.
BENEFIT SEGMENTATION
GEOGRAPHIC SEGMENTATION This segment purchases Cobram Estate olive oils
The young adults and adults in this segment who
The majority of this segment who have families
because of the superior quality achieved through
type of olive oil. In order to more effectively communicate the superior quality of brand’s products
which is not considered very healthy out of con-
don’t have children also occasionally shop at more
with children live in suburban areas in three to four
the traditional manufacturing process, and the
high-end department stores where they purchase
a new bottle with a more elegant and sophisticated shape should be used. To better establish this
venience. The majority of adults in this segment
bedroom homes with medium sized yards for
unique flavor the olives contain from the regions
are married with families where they have one to
designer apparel products and accessories.
their children to play in. These areas are generally
in Australia where they are grown. These people
located one to two hours driving distance away
also purchase Cobram Estate because it’s available
from major cities or metropolitan areas where the
in several different flavors and quality types for
three children. When cooking for their families
GENDER SEGMENTATION
elegance and sophistication the bottles could be frosted in a gradation from top to bottom, or a
they require quality ingredients and products that allow them to maintain a healthy well balanced
This segment consists of 65% female and 35%
majority of people living there also have families
different uses. Olive oil blends created specifically
mask could be applied to the bottles then frosted to create an image or pattern.
diet. Parents in these families try to provide their
male. Females make up a larger percentage of this
with children. Generally there is little vehicle traffic
for such uses as salad dressings, bread dipping,
children with healthy nutritious food and bever-
segment because a large portion of them have
or congestion, and many of the children in these
marinades, sautéing, and grilling.
CAPABLE COOKS DEMOGRAPHIC SEGMENTATION COOKING ENTHUSIASTS
in medium sized homes, townhouses, and apart-
they will often spend large portions of time on the
ments which have recently been remodeled or
weekend or on their days off cooking or baking
built. Often they will contain things such as built
Composed of adults (35-65) from Generation X
in the kitchen while listening to music or watching
in home theater systems, built in audio systems,
and the Baby Boomer Generation. These adults
television. The majority of these individuals are
remote security & electrical controls, solar panels,
have a passion for cooking and enjoy cooking
very open to trying unique foods and beverages
and digital control panels. They are often within
for themselves as well as their family, and friends
with unconventional flavors, and have a refined
close proximity to upscale shopping centers and
when entertaining. They have large to medium
flavor palette. As a result of their developed and
districts that feature bars, cafés, boutiques, and
sized kitchens that contain high-end appliances
refined flavor palette they also enjoy drinking a
fine dinning restaurants. The majority are within
along with a wide variety of high quality cooking
variety of wines that are often produced by small to the recent popularity of cooking and restaurant
areas that are home to museums, theaters, and music halls these individuals will regularly visit.
AGE & LIFECYCLE SEGMENTATION
CONSCIENTIOUS COOKS
CAPABLE COOKS
THE RUN DOWN
TALENTED AMATEUR CHEFS
cook is because they thoroughly enjoy it. Often
RESEARCH ANALYSIS
TARGET AUDIENCE RESEARCH ANALYSIS
DYNAMIC DABBLERS
driving distance of larger cities or metropolitan
Every year more and more people are realizing the importance of
been farmed. The individuals within this segment are influenced by
tools and cutlery. Their cooking skill level is higher
lesser known wineries, apposed to other cheaper mass produced lower quality brand name wines
review programs on television, and the growing
maintaining a healthy well balanced diet and using high quality food
brand names, although they will rarely purchase a product simply
than average and as a result they typically cook dishes that tend to be labor intensive and have a
(Charles Shaw and Kendall Jackson). Many have
number of gourmet groceries stores which have
and ingredients when cooking. These people are also discovering
based on the name it carries. When these individuals come across a
high level of difficulty. When purchasing grocer-
small wine coolers or medium to large sized wine
become very popular and continue open.
racks in their kitchens. Most of the individuals in
that many of these higher quality ingredients and foods have richer
new product that appeals to them while grocery shopping, they’ll
ies they typically shop at small specialty shops or large gourmet grocery stores which carry high
this segment are married or live with their partner,
more well rounded flavors. Individuals who realize the importance
carefully examine the back label or the portion of the package that
quality produce (often organic) and high quality
and have no children or no plans to in the future.
and benefits of using these higher quality ingredients make up the
contains the ingredient and nutritional information before deciding
farmed). They often are very loyal to smaller food
meat, fish, and poultry (often free range or not
GENDER SEGMENTATION
INCOME SEGMENTATION These individuals are well educated with one or multiple college degrees. They often work in very technical or advanced fields like electrical engi-
brands whose products are of a higher quality
Composed of 50% male and 50% female. This
neering, medicine, micro biology, marketing and
level than larger more well known brands. Given
segment is divided equally between both genders
computer programing. The majority work over
their culinary skill level, they’ll often make their
currently. Although less ten years ago this seg-
forty hours a week and often travel several times
own elements or ingredients required for recipes
ment consisted of a higher percentage of females.
throughout the year for work. As a result of the
instead of buying them (chicken stalk, pie crusts,
The rise in the percentage of males is attributed
fields they work in and the high number of hours
target audience for Cobram Estate olive oils. The company’s prod-
to purchase it. While these consumer are concerned with the price
ucts attract a variety of customers of different ages and lifestyles,
of the products they purchase, they are more concerned with the
who not only cook out of necessity but because they enjoy to. This
ingredients, quality, and nutritional information. All of the individuals
target audience favors shopping at grocery stores that carry higher
within this target audience have intermediate to advance culinary
salsa, and applesauce). These individuals will often
they regularly work, they earn between $70,000
The individuals within this segment purchase
to $150,000 annually. They are also very financially
than average quality products. These stores will typically feature a
skills they have acquired from watching cooking television programs
purchase produce and other goods from local
Cobram Estate olive oils because they are avail-
farmer markets where they are much more fresh.
responsible, regularly saving or investing large
able in variety of flavors and quality levels for
portions of their income.
all their cooking needs. They typically purchase
large selection of specialty products made by smaller companies or
and reading cookbooks or magazines. This target audience pur-
This segment typically has a large collection of
brands who are focused on producing smaller quantities of higher
chases Cobram Estate olive oils because they recognize the superior
food and wine magazines which have seasonal
quality products. They also often offer organic produce, free-range
quality and are available in a variety of flavors and different types
meat and poultry, and feature fresh caught seafood that has not
that have been carefully crafted for specific uses.
specialty cook books and subscribe to gourmet
GEOGRAPHIC SEGMENTATION
BENEFIT SEGMENTATION
the higher quality olive oils because their able to clearly taste the difference as a result of their
recipes, cooking tips, and product reviews. Many
The individuals within this segment live in small
sophisticated flavor palette. These individuals
of these individuals make a good living and do
cities and medium sized cities or towns that have
are very comfortable paying the higher price for
not need to cook out of necessity. The reason they
higher than average property values. They live
these products and believe it is well worth it.
6.98
CHAPTER 6:
aussie olive oil
PROJECT:
re-branding & package design
CLIENT:
COBRAM ESTATE
CLASS:
packaging 2
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
6.99
6.100
CHAPTER 6:
aussie olive oil
PROJECT:
re-branding & package design
CLIENT:
COBRAM ESTATE
CLASS:
packaging 2
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
6.100
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
In this rebranding and package project I created a design that was able to visually communicate the products Australian origin as well as its superior quality and specialty artisan blends with unique flavor attributes. Studying the company’s current branding and packaging, I felt they did little to communicate their products unique attributes to their target audience. After visiting a handful of grocery stores that carried the company’s products, I also realized that they lacked the necessary shelf appeal to visually stand out and communicate their superiority. In the rebranding solution I designed, I created an abstracted image of an olive branch where one of the olives housed their kangaroo logo. To communicate the quality and specialty artisan blends, the abstracted image incorporated subtle brush strokes on the outline of those shapes. I positioned this abstracted portion of the design on bottom of the front label due to its heavy visual weight and its ability to provide visual support for the other lighter elements above. It also suggested and provided a horizontal ground level for the olive tree illustration which leaned in from the right side. In order to visually communicate the products Australian origin, I used a color palette that was suggestive of the rocks, earth, and plant life found in that area. On the back label I incorporated the unique flavor web graphic used on the company’s website to communicate the particular flavor attributes of each blend of olive oil. I also successfully communicated the products superior quality through using an elegant tall tapered bottle structure that other products like premium top shelf spirits often have. The products superior quality was further visually established through cutting out masks with tree branch silhouettes for each bottle and then spraying them with a clear frosting that faded out towards the neck of the bottle just bellow the collar band.
THEOPENTABLE BOOK DESIGN PRINT
7.108
CHAPTER 7:
running the table
PROJECT:
book design
CLIENT:
POCKET BILLIARDS
PROJECT OBJECTIVES
CLASS:
typography 3
INSTRUCTOR:
LIAN NG
CATEGORY:
7.109
NOVICE NEWCOMERS DEMOGRAPHIC SEGMENTATION
To create a book design about billiards for novice and intermediate players that presents information about the game’s history, rules, and techniques in a visually engaging manner.
TEENAGE STUDENTS
today (would benefit from a time-line information graphic noting games important milestones and developments). Following this opening section the content will gradually move from basic rules and equipment to more advanced and complex topics. Information graphics will be created to help visually communicate text that discusses fundamental techniques and critical shots. These infor-
YOUNG ADULTS
the early stages of their career. In their spare time
they earn an hourly wage (most often minimum
coffee shops, and small stores or boutiques that
they enjoy going out to eat or grabbing a drink
wage). Young adult college students within this
they frequent. The young adults in this segment
with friends at local restaurants, bars, and clubs.
segment have access to low levels of disposable
still attending college live on campus in student
Composed of young teens and young adults
Often times these establishments will have one
income that they obtain through part time jobs
housing and dorms, or in small to medium homes
(15-30) from Generation Y who have little or no
or more pool tables where customers can play a
and apartments they share with other students
experience playing the game. Many these indiv-
game while waiting for a table or while having
that are located within walking distance of their
iduals have played the game a handful of times for
drinks and socializing with friends. The individuals
school. Teens within this segment who still live
fun with friends or family at a local pool hall or
within this segment are up to date with the latest
with their parents, live in three to four bedroom
other business has public pool tables. When they
fashion trends and dress in contemporary apparel.
homes in small to medium size cities or towns
play, these individuals often just shot to pocket
and accessories. They purchases these products
in suburban areas.
balls and don’t play by any strict rules since they
based on their style and quality, and are less influ-
are generally unfamiliar with exact rules of the
enced by the brand name they carry. As a result
or the financial assistance of their parents. Young
game. Teenagers within this segment are typically
of their very active social lives, they spend more
adults who have completed their education and
Individuals within this segment purchase books
in their third or forth year of high school or have
of their money on entertainment and activities
are just beginning their professional careers have
about subjects and activities they have recently
just recently graduated, and are still discovering
than they do material products.
a moderate level of disposable income. These
been introduced to because they want to learn
individuals spend large portions of their disposa-
more about them. They require the information to
ble income on entertainment and various other
be presented in an engaging easy to read format
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
new activities and experiences they enjoy. When
The book will open by looking at the games history and how it has evolved into the game it is
COLLEGE STUDENTS
GENDER SEGMENTATION
hanging out with friends, these individuals enjoy
BENEFIT SEGMENTATION
other casual activities like bowling and miniature
This segment consists of 40% female and 60%
activities. They work in entry level positions in jobs
golf where they can socialize with their friends at
male. Males make a larger portion of this segment
directly related to their college degree and earn
the same time. These teens typically have a very
because they are more attracted to recreational
between $35,000 and $55,000 annually. The vast
active social life and are in constant communica-
games or activities like billiards and bowling. The
majority of these young adults do not save any
tion with their friends through social networking
gender segmentation for this group is likely to
portion of their income regularly.
websites, instant messaging, text messaging, and
stay at these levels for sometime. Females within
talking on the phone. The other portion of this
this segment generally only play with groups of
segment is composed of young adults currently
friends that consist of males and females.
attending college or have graduated, and are in
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION The young adults in this segment who are just beginning their professional careers live in large cities or metropolitan areas where their jobs are
mation graphics should incorporate a clear scale change between the different elements in order to
Teens in this segment have a low to moderate
located, or in smaller cities located within driving
create an effective visual hierarchy. The visual hierarchy established in these information graphics
level of disposable income that is often provided
distance. They live in small to medium two bed-
by their parents in the form of an allowance. A
room apartments and homes, or in larger three to
small portion of teens within this segment how-
four bedroom homes or apartments they share
with graphics and images that help communicate
will carry the reader from them back to the copy (or vise versa) by elements within them extending
ever have part time or seasonal jobs they work
with other young professionals. Many of them are
and explain the subject mater. These individuals
at after school or on vacation. Typically these jobs
located within walking distance of commercial
want the most for their money, and typically check
from one page to another. Given that many of these information graphics will contain small point
are in the retail and food service industry where
streets or areas with a variety of restaurants, bars,
several other stores to locate the lowest price.
sized text, the design should use a sans serif typeface for these elements and any image captions, and a serif typeface for the body copy of the book.
PASSIONATE PLAYERS & EXPERIENCED SHOOTERS DEMOGRAPHIC SEGMENTATION NOVICE NEWCOMERS
ADVANCED INTERMEDIATE YOUNG ADULTS
TALENTED ADULTS
within this segment generally work in leadership
in medium sized cities or towns with good school
or management positions these technical fields
districts for their children. They live in three to
and earn between $65,000 to $85,000 annually.
four bedroom homes in suburban areas that are
This segment consists of young adults to adults
The majority of these individuals are considered
primarily composed of other families. These areas
(35-55) from Generation X and the Baby Boomer
financially responsible and regularly save or invest
often have well maintained public parks or other
Generation. These individuals regularly play pool
portions of their income.
open space areas where people can walk, bike
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
with friends or family and sometimes participate
GEOGRAPHIC SEGMENTATION
in amateur leagues. Their skill level varies from intermediate to advanced intermediate. Most of these players have a thorough understanding of the basic rules, fundamental techniques, and strat-
TARGET AUDIENCE RESEARCH ANALYSIS
egies of the game. They enjoy playing because it is an activity they can play at a casual pace where they can socialize while playing. The majority of
NOVICE NEWCOMERS
PASSIONATE PLAYERS & EXPERIENCED SHOOTERS
this segment prefers activities or hobbies that are
offer traditional cultural experiences that are not considered mainstream tourist destinations or attractions. When shopping for apparel products, their purchasing decisions are based on quality, durability, and style. GENDER SEGMENTATION
In recent years, playing pool has become more popular among
with the game that play on a regular basis for fun with friends and
live in small to medium sized cities or towns that are also home to the companies or businesses they work for. These individuals live in small one to two bedroom homes or apartments that they often share with other young professionals their age. Many of them are located near commercial streets or areas that have a variety of restaurants,
not physically demanding and can be done in
THE RUN DOWN
Young adults in this segment live in this segment
the evening after work or anytime during the day.
Composed of 65% male and 35% female. Due to
coffee shops, bars and small stores or boutiques
They enjoy watching television programing that
the rising popularity of the game and increased
that they frequent. Adults in this segment typically
ride, and play sports. These homes are also closely
is both informative and entertaining, such as doc-
media coverage of professional tournament play
have families with one to two children and live
located to business areas or other cities where
umentaries and travel shows. Individuals within
in recent years, the percentage of females within
their jobs are located. A small percentage of these adults regularly commute forty to seventy miles
age of males can also be attributed to the sports
to their jobs in large cities or metropolitan areas.
people of all ages. Many teens and young adults play the game for
family or compete in amateur leagues at their local pool hall or sports
this segment is slowly rising. The higher percent-
fun while hanging out with friends at local pool halls or bars while
bar. These individuals have a thorough understanding of the rules
bar type environment of pool halls.
having drinks. Often these individuals are unfamiliar with the exact
of the game and have developed an intermediate to advanced inter-
rules of the game and just enjoy shooting to pocket balls. Some
mediate skill level. Many of these players look improve their skills
Individuals within this segment are typically well
type of book to brush up on the key fundamentals
find they enjoy the game enough to want to learn more the official
by learning new techniques and some of the most critical shots of
educated, possessing one or sometimes multiple
of the game and to study the most common and
rules and fundamental techniques of the game. In order to further
the game by purchasing books that provide this information. These
college degrees. They work in fields that are con-
critical shots in order to improve their game. They
this segment also enjoy visiting museums and art
sidered technical, such as computer programming
enjoy reading in their spare time, and will often
and electrical engineering. The young adults in
reread their favorite books multiple times. Many
BENEFIT SEGMENTATION
INCOME SEGMENTATION The individuals in this segment purchase this
their knowledge of the game, they purchase books that provide this
novice and intermediate skill level pool players make up the target
galleries, and attending theater performances or
information. There are also other individuals who are more familiar
audience for “pocketbilliards theopentable.”
concerts. When traveling, they prefer to travel to
this segment work in entry-level positions earning
of them have medium to large size book collec-
destinations that have historical significance or
between $40,000 to $65,000 annually. Adults
tions consisting of wide a variety of books.
7.110
CHAPTER 7:
running the table
PROJECT:
book design
CLIENT:
POCKET BILLIARDS
CLASS:
typography 3
INSTRUCTOR:
LIAN NG
CATEGORY:
7.111
7.114
CHAPTER 7:
running the table
PROJECT:
book design
CLIENT:
POCKET BILLIARDS
CLASS:
typography 3
INSTRUCTOR:
LIAN NG
CATEGORY:
7.115
7.116
CHAPTER 7:
running the table
PROJECT:
book design
CLIENT:
POCKET BILLIARDS
CLASS:
typography 3
INSTRUCTOR:
LIAN NG
CATEGORY:
7.117
7.118
CHAPTER 7:
running the table
PROJECT:
book design
CLIENT:
POCKET BILLIARDS
CLASS:
typography 3
INTSRUCTOR:
LIAN NG
CATEGORY:
7.119
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
The design solution that I created for this book on billiards successfully visually communicated the subject matter it addressed through the layout and design of typographic and graphic elements. In the first chapter of the book were it discussed the games origin and evolution I created a timeline information graphic that featured some of the most important events and moments in its history. I designed this information graphic to visually suggest a cue ball being struck by a cue stick and its movement after impact with the solid burgundy curved line on the left symbolizing the cue stick, and the radiating lines of text symbolizing the possible directions for its movement. The act of a cue stick striking the cue ball and its horizontal movement was further suggested in other typographic elements and page layouts throughout the book. This was achieved for pull quotes that appeared on pages with full bleed images by the staggered lines of text moving in from the left side and the solid white bars that visually pushed them across or into the page. On pages with long columns of copy extending from the top to the bottom of the page, pull quotes were designed to pierce the columns of copy and extend into the white space next to them or into the adjacent column of copy. The design I created also involved the creation of many diagrams illustrating the angles and velocity needed for critical shots and techniques. The different sizes and weights of objects and text used for these graphic elements worked to create a clear visual hierarchy leading the reader from one element to the next in the proper order, as well visually directing them to the next page or spread. The book logo that I designed for this project was also incorporated into the slipcase that I hand fabricated. I created an embossed version of it on the cover of the slipcase by creating a die cut of the design on a piece hundred pound matte paper in the same rectangular dimensions of the front panel, then spray mounting it to that panel before covering it with cloth. After covering it with cloth I carefully burnished the small intricate shapes using a small square shaped burnishing tool that I created out of balsa in the same dimensions as the small squares.
BLUE POSTER SERIES PRINT
8.124
CHAPTER 8:
feeling blue
PROJECT:
experimental typography poster series
CLIENT:
BLUE
PROJECT OBJECTIVES
CLASS:
typography 4
INSTRUCTOR:
LIAN NG
CATEGORY:
8.125
SOCIAL CAUSES & PUBLIC SERVICE ANNOUNCEMENTS DEMOGRAPHIC SEGMENTATION
To design a poster series using experimental typography, which are tied together by using
CHILDREN
TEENAGERS
YOUNG ADULTS
ADULTS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Composed of individuals of all ages (10-85) from Generation Y, Generation X, and the Baby Boomer
SENIORS
that pertain to or affect one gender more than the
ages and ethnicities, while others reside in much
other, there are so many issues and topics that
more rural areas where their nearest neighbor
they address that they equally balance out overall
might be miles away. As long as these individuals
between both males and females.
are exposed to basic forms of media like news-
INCOME SEGMENTATION
Generation. Individuals within this segment are
papers and television in the areas they reside in, are potential members of this target audience.
the target audience for a variety of purposes and
common for these teenagers and young adults to
This segment is composed of individuals of all
reasons. The goal of these posters for children
be more receptive to information or warnings
educational and income levels. Like the previous
and young teenagers is to introduce and educate
about this deadly act when it is addressed by a
gender segmentation analysis, there are certain
neutral third party and not their parents. The com-
The individuals in this segment are open to the
them about social causes and public services. It
social cause and public service announcements
munication goal for adults and seniors in this
information and messages contained in posters
is important to teach them about these particular
that pertain to or are directed at individuals of
segment when addressing these types of issues
which address various social causes and public
topics at their age because it will allow them to
specific educational levels or income levels. For
is to introduce, educate, and remind. There are
service announcements because they understand
example, some statistics suggest that individ-
social causes and public service announcements
the importance being introduced to new infor-
uals who have obtained a high school education
that address issues many adults and seniors may
and have attend college, are considered to be
be unaware of because they were not considered
well educated, making them much less likely to
issues or causes that were important enough to
participate in most types of criminal activities.
publicly address before. One topic that continues
Another example, is those individuals who have
to become increasingly important to address,
typographic solutions can be created in any manner or medium, just as long they are created using
experience financial struggles and currently live
develop good habits or an awareness that will not
is the growing number of people who are forced
in poverty or have lived in poverty for period of
to work for just a few cents an hour in foreign
unconventional, experimental, modified, abstract or interpretive letterforms that work towards
only rewards themselves, but others in their local
time in their lives, give more money to charities
community or around the world. For example, it’s
manufacturing facilities, producing clothing for
than those who are considered wealthy.
becoming increasingly important to inform and
popular apparel companies. While many seniors
teach these young individuals the importance of
and adults might be aware of these unfortunate
water conservation. The majority of teenagers
circumstances, they might not realize how wide-
and young adults are aware of the most common
spread this problem has become and how it will
social causes or topics and messages of public
continue to grow unless people become aware
service announcements already. So the communi-
of those companies who rely on exploiting these
cation goal for this segment is to remind them
workers for own benefit and financial gain.
a blue color theme. The subject matter for these posters is open to all topics, themes, or associations related to the color blue. Experimental typography will be created to visually communicate the subject matter, message, or personal interpretation of anything that can be associated with the color blue. These
communicating the focus or topic of each poster.
of these messages, and why they are important.
GEOGRAPHIC SEGMENTATION
BENEFIT SEGMENTATION
mation or the awareness they attempt to maintain.
Individuals in this segment live in wide variety
These individuals aren’t always open or receptive
of areas. Some reside in busy metropolitan areas
to the particular messages or topics they address
that are densely populated by individuals of all
due to a variety of reasons. These reasons can include their geographic segmentation, religious beliefs, economic status, social class, ethnicity, sexual preference, age, and ignorance. The vast
GENDER SEGMENTATION
of these individuals though, regardless of their
Most teens and young adults have been told by their parents or peers the dangers of drinking and
This diverse segment consists of equal portions
personal beliefs and feelings, clearly understand
driving many times before, yet it’s a topic that
of males and females. While there are particular
the basic underlying good intentions behind the
deserves to be continuously addressed. It is very
social causes and public service announcements
creation of these posters.
PERSONAL INTERPRETATIONS & SYMBOLIC REFERENCES DEMOGRAPHIC SEGMENTATION TEENAGERS
percentage of these individuals, there is a direct
the personal interpretation of the artist it cap-
popular among their peers, while others are able
correlation between their educational level and
tures. The one common characteristic that all of
to identify the symbolism and or messages they
income level, and the type or style of art they are
these individuals share is their appreciation for
Consisting of teenagers to adults (15-65) from
communicate. These different types of appreci-
attracted to. Those individuals in this segment
certain types of art for one reason or another.
Generation Y, Generation X, and the Baby Boomer
ation for artwork also applies to young adults and
who have achieved multiple college degrees and
Generation. Individuals in this segment have an
adults who are very often attracted to modern
work in high paying fields are often more likely
appreciation or for wide range of different types
minimalist abstract paintings or classic works of
to prefer the artwork of famous iconic classic or
Individuals within this segment live in a variety
of art for a variety of different reasons. Some of
art created by legendary greats. Some of these
contemporary artists such Claude Monet and
of areas and rent or own a broad range of homes
these individuals have an appreciation for certain
individuals appreciate artwork simply cause they
Mark Rothko. Another example would be those
or apartments. The areas they live in also often
types of art because they’re professional artists
find it visually appealing, and others consciously
individuals with only a high school diploma who
influence the types of artwork they are attracted
and designers who work with the same mediums
or unconsciously appreciate artwork because of
to or prefer. For example, individuals who grew
in similar styles, while other individuals simply
the affluence or social status that is associated
up and live in rural areas in the Midwest might be
have an appreciation for various types of artwork
with them. Regardless of their different taste and
drawn to or prefer classic Americana folk art,
because it is visually pleasing and or recognize
reasons for preferring certain types of artwork,
as result of primarily being exposed to this style
the skill, vision, and artistic interpretation of the
these individuals are the target audience for those
of artwork and not more traditional fine art that
artist. Teenagers for example typically have an
posters that demonstrate unique personal inter-
is typically found at large museums in major cities.
appreciation for modern style graphic design or
pretation or make symbolic references to a variety of subject, themes, or beliefs.
AGE & LIFECYCLE SEGMENTATION
SOCIAL CAUSES & PUBLIC SERVICE ANNOUNCEMENTS
PERSONAL INTERPRETATIONS & SYMBOLIC REFERENCES
THE RUN DOWN
ADULTS
teens appreciate this style of artwork because it’s
RESEARCH ANALYSIS
TARGET AUDIENCE RESEARCH ANALYSIS
YOUNG ADULTS
GEOGRAPHIC SEGMENTATION
BENEFIT SEGMENTATION
The target audience for this poster series focusing on social causes,
posters for this target audience is to introduce, inform, educate,
graffiti art because it is commonly seen in the
public service announcements, symbolic references, and personal
and remind them of certain topics or subjects. Those posters that
covers of popular music groups. Some of these
interpretation consists of a very wide range of individuals. Ranging
are created to communicate or demonstrate personal interpreta-
This segment is equally composed of females
make a symbolic reference to a variety themes,
and males. Like the previous gender segmentation
from children to adults of both genders, and people of all ethnicities,
tions and symbolic references to certain topics or subjects target
topics, or subjects because they have an appreci-
analysis, certain styles of artwork or the subject
ation for a variety of forms of artistic expression.
religions, lifestyles, and sexual orientations. Those individuals who
individuals who have an appreciation for a variety of art forms and
matter/messages they visually communicate are
Some of these individuals are attracted to artistic
make up the target audience for posters addressing social causes
artistic expressions. Some of these individuals are drawn to these
and creating public awareness are receptive or open to the infor-
posters primarily because they find the design, imagery, or artistic
mation they provide or topics they address because regardless of
style they contain aesthetically pleasing. Others are drawn to these
latest designer fashions trends and on the album
These individuals are attracted to posters which
GENDER SEGMENTATION
demonstrate a unique personal interpretation or
often more appealing to one gender.
works because they just find them aesthetically work in jobs with low annual salaries or are paid
pleasing and entertaining to look at. Others find
by the hour that prefer urban style graffiti art
themselves drawn to certain pieces of artwork
The individuals who compose this segment are
created by artists such as Banksy. This tends to
because of they are able to find deeper meanings
often well educated, with one or multiple college
be a broad generalization though, and certainly
within them, like an artist’s social commentary
does not apply to all individuals within this group.
or unique historical interpretation on a well-known
INCOME SEGMENTATION
their personal beliefs and feelings, they are able to understand the
types of posters because they find deeper meanings within them
degrees (teenagers who are still in high school typically go onto to attend college and earn one
For some the artistic style or medium used isn’t
event. For whatever reason, all individuals within
basic underlying good intentions behind them. The purpose of these
that speak to them on an intellectual or spiritual level.
or multiple college degrees as well). For large
as important as the message it communicates or
this target audience have an appreciation art.
8.126
CHAPTER 8:
feeling blue
PROJECT:
experimental typography poster series
CLIENT:
BLUE
CLASS:
typography 4
INSTRUCTOR:
LIAN NG
CATEGORY:
8.127
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
This project began by conducting extensive research and explorations into what the color blue is most commonly associated with and sybolizes. Many of the associations related to the color blue that I discovered or identified in the initial stages of the design process were very literal and basic. Most of these initial discoveries proved to lack the depth or sustenance for creating unique experimental typographic design solutions. They did however provide me with an invaluable starting point to build upon, and led me expand my explorations to areas I never initially considered. The more I pushed myself to find topics and subjects that were not most commonly associated with the color blue, the more I found unique possible experimental typographic design solution for the color blue. For example, when I discovered that blue ribbons and the color blue were commonly used to create awareness about child abuse prevention, it quickly lead to a variety of possible experimental typographic solutions. The solutions I explored were based upon the idea of which typefaces or forms visually captured or communicated the voice of a child subjected to abuse speaking or crying out for help. This led to deeper explorations of typographic forms that people would easily and instantly associate with children. One of the typographic forms I discovered which was most successful was the wooden alphabet blocks that many children have. I created the experimental typographic design for creating awareness about this topic by taking the necessary characters for the statement (and a few extra for the background) it would contain and removed the bright primary colors they were painted with by sanding off the paint and then applying a primer base coat of white paint. I then mixed four different shades of blue and hand painted each block with three coats for a rich a deep blue color. The name for the poster really created itself once the piece was constructed and photographed. This poster design was successful and effective at clearly and quickly communicating the message due to its simplicity. Another experimental typographic solution that worked very well at clearly visually communicating the subject matter or awareness message, was the poster for creating awareness about the real cost of denim. For this piece I created a designer style clothing tag which contained the awareness message using three distinct typefaces. In order to create an effective visual hierarchy and scale change between the different pieces of information, the text was set in various weights and colors for the main printed portion, and the word “ Denim� was created by making an embossing template and then embossing the word by hand. This project proved to be very challenging and time consuming for all the typographic forms that were hand fabricated, but was also very rewarding when seeing the finished pieces.
No. 409 NATURAL ORIGINS PACKAGING, IDENTITY
9.142
CHAPTER 9:
sustainable solutions
PROJECT:
sub-brand identity creation & packaging design
CLIENT:
CLOROX 409
PROJECT OBJECTIVES
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
9.143
ENVIRONMENTALLY CONSCIOUS CONSUMERS DEMOGRAPHIC SEGMENTATION
To design a sub-brand identity & packaging system for a new natural eco-friendly cleaning product line for Clorox’s Formula 409.
FAMILY HOUSEHOLDS
franchises. Young adults in this segment live small one to two bedroom apartments or homes that
These responsible consumers always sort out all
are located in the same large cities or metropol-
Consists of young adults to adults (25-65) from
recyclable materials from their waste and often
itan areas where they work. Due to the fact that
Generation Y, Generation X, and the Baby Boomer
even sort out compostable materials also. Their
the majority of these individuals do not have any
Generation. These consumers are aware of the
concern for reducing waste motivates them to
children and are not married, the choose to live
growing importance and need for more products
do things like, refill a thermos or bottle instead of
which are made from sustainable materials and
buying large packs of small plastic water bottles
viduals work full time in a variety of fields and
they offer. These areas often have a wide variety
are able to minimize their environmental footprint
and bringing their own reusable shopping bags to
earn between $55,000 to $95,000 annually. This
of stores, retailers, and shopping centers that
the store when shopping. Those individuals who
provides them with low to moderate levels of
carry the latest products. They also have a large
are financially able have solar panels that produce
disposable income, and are generally responsible
number of restaurants, bars, clubs, theatres, and
all or the majority of their energy, energy effi-
with their finances. Adults with children often
performance centers they frequent.
cient instant hot water heaters, and other energy
regularly save small portions of their income for
efficient home appliances. Many individuals in
their children’s future college expenses. Young
this segment also own hybrid or electric cars, or
adults in this segment are well educated with one
Individuals in this segment purchase products
other cars that receive high gas millage which
or multiple college degrees and are in the early
that are made with natural and sustainable ingre-
enables them to dramatically reduce their carbon
stages of their professional careers. On average
dients because they recognize the importance
footprint. Their purchasing decisions are rarely
they earn between $35,000 and $60,000 annu-
preserving our environment. These individuals also
influenced by brand names or the popularity of
ally, and have a low level of disposable income.
actively attempt to reduce their environmental
AGE & LIFECYCLE SEGMENTATION
their homes regularly with a variety of cleaning
Products created for this new line will be made using natural ingredients with no harsh or abrasive
products for specific cleaning purposes (such as
chemicals. These products will be available in traditional applicators or bottles, but refills for those
toilet bowl cleaner, disinfectant, floor cleaner, etc.)
surface cleaner, window cleaner, dusting polish, This segment typically purchase their cleaning
items will be offered in reduced material packaging, such as cartons or refill containers. To visually differentiate these products from other 409 and Clorox cleaning products, the packaging designs
in these areas because the nightlife and activities
any particular product or service. GEOGRAPHIC SEGMENTATION GENDER SEGMENTATION
should use subdued earth tone or pastel colors and not the high contrast or complimentary colors
BENEFIT SEGMENTATION
footprint by purchasing products that are made from or packaged in sustainable and recyclable
Adults in this segment typically live in medium
materials. They want products which are able to
This segment is composed of 65% female and
homes with three to four bedrooms in suburban
meet these needs, but aren’t willing to purchase
35% male. Females make up a higher percentage
areas that are located in medium size cities or
these products if they cost considerably more.
supplies from grocery stores and large discount
of this segment because a large portion of this
towns which are primarily composed of families.
retailers while shopping for other goods. They
target audience segment is composed of family
Given the large percentage of adults who have
purchase cleaning products primarily based on
households, and they’re most often the person
families in this segment, these homes are typically
their effectiveness and performance, but based
who accomplishes the grocery shopping.
located in close proximity to metropolitan areas
typically used. This new product line could also differentiate itself from traditional cleaning products
clearly communicate the products natural sustainable ingredients and tie in with the brands name.
SMALL BUSINESSES
are on sale or until they find coupons for them.
for packaging to lower landfill waste. They clean
frequently found on the packaging or containers of cleaning products. The sub-brand name should
YOUNG ADULTS
postpone purchasing certain products until they
RESEARCH ANALYSIS
by using recyclable materials whenever possible
by using unique packaging structures and minimizing the large areas white colored negative space
ADULTS
their smell or fragrance. While they prefer and try
or large cities or where they work. These areas are
INCOME SEGMENTATION
classified as middle class neighborhoods that
to buy natural cleaning products, they are not willing to purchase those products if their price
All adults with families and single adults within
often have a few medium sized shopping centers
is significantly higher than traditional chemical
this segment have at least a high school diploma.
directly in the area with variety of major chain
based cleaning products. Individuals in this seg-
The majority are well educated, possessing one
stores and retailers. Generally restaurants that are
ment want the most for their money, and often
or multiple college degrees. Typically these indi-
located in these areas are also major chains or
CONSUMERS WITH SENSITIVE SENSES DEMOGRAPHIC SEGMENTATION PARENTS OF CHILDREN WITH SENSITIVE SENSES & ALLERGIES
INDIVIDUALS WITH CHEMICAL SENSITIVITY
positions where they’re paid and hourly wage and
cities and towns that are located within proximity
receive basic benefits such as health and dental
of larger cities or metropolitan areas where they
insurance. These positions are often in the retail
work. A small percentage are only able to live in
This segment consists of infants to adults (1-75)
and food service industries. Those Individuals
particular areas as a result of their medical con-
from Generation Y, Generation X, and the Baby
posses a one or multiple college degrees or work
ditions or the medical conditions of other family
Boomer Generation. Individuals in this segment
full time in a variety of fields and earn between
members. For example, those individuals with
require cleaning products that are made from nat-
$55,000 to $95,000 annually. They have low to
allergies or sensitivity issues are sometimes forced
moderate levels of disposable income, and are
to live cites or areas where there are less plant
generally responsible with their finances and have
allergens of or higher air quality. Or they may be
good credit ratings. Adults with children in this
required to live within close proximity of certain
segment frequently save portions of their monthly
medical specialists or hospitals.
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
ural ingredients due to medical conditions such as chemical sensitivity, chemical allergies, or as a result of having a sensitive sense of smell. The chemicals ingredients frequently found in many
TARGET AUDIENCE RESEARCH ANALYSIS
traditional cleaning products and solutions can cause these individuals moderate discomfort to severe life threatening allergic reactions. Others
ENVIRONMENTALLY CONSCIOUS CONSUMERS
CONSUMERS WITH SENSITIVE SENSES
in this segment who suffer from scent sensitivity, seek cleaning products that are unscented or mildly fragranced for their comfort (this includes
THE RUN DOWN
mothers with infants or small children). Due to
A growing number of consumers are becoming more concerned
recycling as much as possible. This influences them to try and pur-
with the ingredients used in home cleaning products they purchase.
chase products that are packaged using sustainable or recyclable
INDIVIDUALS WITH CHEMICAL ALLERGIES
are not packaged in those materials. Individuals in this segment are often very loyal to particular brands and products that meet their needs, and rarely try new brands or products unless they have been recommend by other individuals with similar conditions or medical professionals. To ensure they never run out of any of the products their conditions limit them to, they typically purchase two to five items at a time and never wait
income in preparation for their children’s college expenses. Those adults with children that suffer from the medical conditions discussed typically look for employment positions that not only provide competitive financial compensation, but
until they run out before purchasing more.
also provide extensive health insurance plans that
GENDER SEGMENTATION
cover the needs of their children.
these different conditions, they are restricted to a
GEOGRAPHIC SEGMENTATION
small selection of cleaning products which are
Composed of 50% and 50% female. Due to the
often not sold at major grocers and convenient
fact that these medical conditions and sensitivity
These individuals live in small to medium size
stores. When purchasing cleaning and personal
issues affect both genders equally. More adult
homes and apartments in a wide variety of areas.
hygiene products, these consumers demand pro-
women tend to purchase these type of products
A large portion of this segment shares the same
These consumers purchase cleaning products
however since a considerable portion of them
geographic segmentation as the last segment and
that are made with natural ingredients that meet
lives in suburban neighborhoods in medium size
their special needs, and are typically very loyal
BENEFIT SEGMENTATION
These individuals realize that many of the chemicals used in these
materials whenever possible. There is another segment of consumer
cleaning products are not only harsh and abrasive on their skin, but
who seek cleaning products made from natural ingredients that
ducts made from natural ingredients that are
are purchasing these products for their infants or
on the surface they clean as well. They also often have negative
are mildly fragranced due to chemical allergies or sensitivity issues.
scent free or mildly fragranced and are willing to pay higher prices for those products that meet
children who suffer from chemical allergies and
to certain brands or products. While individuals in
effects on the environment due to manufacturing methods used to
These conditions limit them to purchase cleaning and personal
these needs. Many individuals in this segment are
chemical sensitivity, or scent sensitivity issues.
this segment are concerned with the price of
produce them, and because they are not made from sustainable
hygiene products that meet these requirements. Together these
footprint, and like to purchase products that are
concerned with reducing their environmental
INCOME SEGMENTATION
natural cleaning products, they are willing to pay higher prices for those products that meet their
Individuals within this segment typically have at
needs. They also prefer to purchase products that
resources. Additionally many consumers are realizing the need to
two segments of consumers make up the target audience for
packaged in recyclable or sustainable materials
409 Natural Origin cleaning products.
least a high school diploma. Those who have not
are made from or packaged using sustainable
reduce their environmental footprint through waste reduction and
when possible. However, due to their conditions they are frequently forced to buy products that
attended college generally work in entry-level
and recyclable materials when possible.
9.146
CHAPTER 9:
sustainable solutions
PROJECT:
sub-brand identity creation & packaging design
CLIENT:
CLOROX 409
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
9.147
9.150
CHAPTER 9:
sustainable solutions
PROJECT:
sub-brand identity creation & packaging design
CLIENT:
CLOROX 409
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
9.151
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
The new sub-brand name I created for this project clearly communicated the products gentler sustainable ingredients, and also worked well as an add on to the 409 name through abbreviation. The sweeping flowing contour lines of the leaf created for this new identity mark also provided the same visual structural support for the number nine in the brand name just as the bottom curved line segment does in the original brand identity. In order to communicate this new product line’s advanced natural formula I explored graphic elements that incorporated the chemical structure of common natural ingredients used in other cleaning products. These explorations led me to the hexagon pattern which fades in on the front edges of the packaging and labels and extends around to the back. Wanting to clearly differentiate this new product line from other traditional cleaners I wanted to use unique packaging structures that were not used by any of those other products. The structures I selected were not only able to provide this differentiation, but also tied into the hexagon pattern incorporated into the design with their six panels. In order to further differentiate this new product line from traditional cleaners as well as visually communicate their sustainable ingredients and packaging materials, I decided to use a pastel color palette, as apposed to the vibrant primary artificial looking colors typically used for the packaging of traditional chemical based cleaning products. The subtle fade in gradation of the hexagon pattern also worked to effectively visually communicate the gentle yet effective nature of these new products.
FLAVOR FLUX MAGAZINE CONCEPT PRINT & IDENTITY
10.156
CHAPTER 10:
formulating a new flavor
PROJECT:
concept magazine creation
CLIENT:
FLAVOR FLUX
PROJECT OBJECTIVES
CLASS:
print 1
INSTRUCTOR:
CLAUDIA MIDDENDORF
CATEGORY:
identity & print
10.157
TRENDY TASTERS DEMOGRAPHIC SEGMENTATION
To create a new publication that focuses on the latest flavor trends and how they are being
FOODIES
COOKING ENTHUSIASTS
YOUNG ADULTS
CULINARY STUDENTS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Consists of young adults to adults (25-45) from Generation Y and Generation X. These individuals
interested in the latest food and flavor trends. The
is less responsible with their finances, electing to
percentage of males is likely to increase however
spend most of their income to enjoy themselves.
in the future, as more become interested in food
Some individuals in this segment have inherited
and the culinary industry.
or obtained sizable amounts of money through trusts provided for them by family members.
INCOME SEGMENTATION
frequently dine out at the latest new restaurants
GEOGRAPHIC SEGMENTATION
incorporated by chefs, and into new products
that serve the latest style cuisine or prepare dishes
These individuals are typically well educated with
using the latest culinary techniques and trends.
one or more college degrees. They work in a wide
Individuals in this segment reside in large cities
On special occasions or to treat themselves they
variety of professional fields and are very career
or in smaller cities and towns located just outside
will visit critically acclaimed or awarded establish-
oriented. As a result they make a good living earn-
of large metropolitan areas. They live in areas like
by the food and beverage industries.
ments, such as those who have received Michelin
frequently purchase designer apparel products
ing between $60,000 to $125,000 annually. This
these because they have a very active social life,
stars or are home to celebrity chiefs. Due to the
and accessories. The reason they purchase these
provides them a sizable disposable income which
frequently eating out, attending concerts, going to
frequency with which they dine out, they are very
products is because of their style and the status
enables them to purchase the high-end products
music clubs, visiting museums, and attending a
well informed of the latest flavor trends. One of
symbolism associate with them. This also extends
and services they prefer. The vast majority are very
variety of other social events. Individuals who live
the reasons they read this type of publication is to
to the type of cars they purchase, leading them
financially responsible, regularly saving portions
in cities typically own or rent an apartment, flat,
learn how to prepare new dishes incorporating
to purchase luxury sedans, sport utility vehicles or
of their income or investing it. A small percentage
or loft that is located in the center of the city. The
the latest flavor trends. Their love of all food and
sports cars. When vacationing these individuals
other portion of this segment that lives in smaller
beverages allows them to be more open to new
enjoy traveling to international destinations which
cities or towns in close proximity to large metro-
flavor experiences and gives them a more refined
offer unique cultural experiences and activities
politan areas own townhouses or small homes
flavor palette than other people. This segment is
or those that feature luxurious accommodations
that are designed in a modern architectural style.
also very update with the latest fashion styles, and
where they are able to pamper themselves with
This publication should focus on current flavor trends and also identify the next big flavor trends right around the corner. Feature stories should examine the characteristics of new flavors as well as any health benefits associated with the unique ingredients that contain these flavors. Editorials and other articles
BENEFIT SEGMENTATION
high quality service. This segment also tends to be very health conscious, eating a well balanced diet
should examine chefs who are already incorporating these flavors, and new food and beverages products
They subscribe or purchase this publication to be
and exercising regularly at a local gym or by parti-
up to date with the current flavor trends. Many of
cipating in recreational sports. Over fifty percent
that contain these flavors. Other topics or subjects will include recipes, reviews of new culinary tools used
the individuals in this segment pride themselves
of the households in this segment have no children
on being “trendsetters,” and often turn their friends
or no desire to in the future.
and family onto the latest food, beverage, flavor,
for cooking or creating drinks with those ingredients, and restaurant reviews. The visual style created for
and restaurant trends. They also read this publica-
GENDER SEGMENTATION
tion because they enjoy cooking and entertaining,
this publication should reflect the innovative, experimental, and contemporary subject matter it focuses
This segment is composed of 45% male and 55%
and it contains recipes that incorporate the latest
female. Females make a higher percentage of this
flavor trends, new culinary techniques, and new
on. This will be accomplished through the use of innovative typography and layouts that have a modern
segment because they generally tend to be more
products featuring the latest flavor trends.
flare, whose structure is inspired the type of lines and forms seen in modern architecture.
CULINARY CREATIVES & INDUSTRY INNOVATORS DEMOGRAPHIC SEGMENTATION CHEFS
RESTAURATEURS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
TARGET AUDIENCE RESEARCH ANALYSIS TRENDY TASTERS
CULINARY CREATIVES
INDUSTRY INNOVATORS
THE RUN DOWN With the steadily rising popularity of cooking and restaurant review
are anxiously looking for ways to stay informed. These culinary cre-
programs on channels such as the Food Network, there is a growing
atives, industry innovators, and foodies all enjoy frequently dining
market of foodies, chefs, restaurateurs, and business professionals
out, and have a preference for fine dinning and critically acclaimed
working in the food and beverage industry who are always actively looking for the next big flavor trend to capitalize on. As a result of
restaurants that feature tasting menus and molecular gastronomy the first to implement the latest flavor trends. Given their passion
new culinary trends and restaurants the average consumer is now
for food and beverages, its not surprising that the majority of these
SOMMELIERS
industries, where they are required to be aware of the next new flavor, food, and beverage flavor
the success of flavor trends and to find ways to
trends before the general public.
This segment consists of young adults to adults (25-65) from Generation Y, Generation X, and the
allows them to analyze the current movement in
These individuals are typically well educated with
at casual fine dinning to fine dinning restaurants
one or multiple college degrees in areas which are
as well as those which offer tasting menus and
directly related to the fields they work in. Given
molecular gastronomy menus. These individuals
that a large portion of this segment works in lead-
recognize the importance of being the first to
ership or management positions in their field or
implement these new trends into their menus and
industry, they have a higher than average income
products in order be able to quickly capture and
level. On average they earn between $60,000 to
capitalize on the lucrative market segment which
$150,000 annually. Individuals in management or
frequently dines out and purchases the latest
leadership positions in large food and beverage
new flavored products. Another reason that those
manufacturers or restaurant chains frequently earn
who work in the restaurant industry frequently
even more. These above average income levels
dines out is because it allows them to check out
provide this segment with a high level of disposable income, allowing them to purchase the high
other restaurants that they compete with. The individuals within this segment typically purchase
flavor trends to try and predict what the next new
quality products and service with little concern of
their groceries from gourmet grocery stores that
trend in flavors might be. Although this segment
their price. They are very financially responsible
frequently eats out, they enjoy cooking for them-
and often have less debt than the most people.
selves, family, and friends at home. Generally this segment aware of trends in other industries such as fashion, music, and architecture. They have a highlevel of disposable income allowing them to
individuals as enjoying cooking for themselves or for guests when
those people who work in the restaurant and food and beverage
entertaining. When they do, they prepare dishes and serve cocktails
and accessories produced by designer brands.
industries need to be able to identify the next new flavor trend even
(or other drinks) featuring these new flavor trends and often serve
more quickly in order to capitalize on it. It also means that those
wines which compliment those flavors. With this target audience in
tify the newest flavor trends before the rest of the general public
this target audiences well informed of the next big flavors trends.
INCOME SEGMENTATION
Baby Boomer Generation. They enjoy eating out
becoming more informed the latest developments. This means that
mind the concept for Flavor Flux Magazine was created to keep
FOOD & BEVERAGE MANUFACTURERS
subscribes or purchases this publication to gauge
purchase the latest products and services they
trend-setting foodies who pride themselves on being able to iden-
BAKERS
feature these latest flavor trends. This segment
to implement them. Reading the publication also
prepared well known or celebrity chefs who are typically some of
the increase in television programing and magazines that focus on
MIXOLOGISTS
desire. This segment purchases apparel products
GENDER SEGMENTATION
GEOGRAPHIC SEGMENTATION
a higher than average property value and are considered upper class neighborhoods. Those who live in small cities or towns own homes with four to five bedrooms and large well manicured yards, and often have children. These homes are located in good school districts close to larger cities or metropolitan areas a wide variety of restaurants, museums, and theaters. The other portion of this segment lives in the heart of these large cities or metropolitan areas where they own large sized apartments or lofts that are often in upscale highrise buildings. These individuals are very focused on their careers and as a result often don’t have children or plan to in the future. Most have very
Individuals in this segment live in areas that are
active social lives, going out three to four nights
located in close proximity to their jobs. They tend
a week to enjoy the city nightlife.
to own homes and apartments in areas that have BENEFIT SEGMENTATION They read this publication because the jobs they have require them to be up to date with the latest
carry higher quality products than the large supermarket chains like Safeway, Lucky, and Nob Hill.
This segment is composed of 65% male and 35%
flavor trends. Many of the individuals within this
They prefer gourmet grocery stores like Draeger’s,
female. Males make a larger percentage because
segment pride themselves on being “trendsetters,”
Adronico’s, and Whole Foods. These stores also
they work in more leadership or management
and often turn their friends and family members
tend to be the first to carry new products which
positions in the food service and manufacturing
onto the latest flavor trends.
10.160
CHAPTER 10:
formulating a new flavor
PROJECT:
concept magazine creation
CLIENT:
FLAVOR FLUX
CLASS:
print 1
INSTRUCTOR:
CLAUDIA MIDDENDORF
CATEGORY:
identity & print
10.161
10.164
CHAPTER 10:
formulating a new flavor
PROJECT:
concept magazine creation
CLIENT:
FLAVOR FLUX
CLASS:
print 1
INSTRUCTOR:
CLAUDIA MIDDENDORF
CATEGORY:
identity & print
10.165
10.166
CHAPTER 10:
formulating a new flavor
PROJECT:
concept magazine creation
CLIENT:
FLAVOR FLUX
CLASS:
print 1
INSTRUCTOR:
CLAUDIA MIDDENDORF
CATEGORY:
identity & print
10.167
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
The goal for this project was to create a new monthly publication about a a unique subject or topic that interested you which was not already offered. After brainstorming and generating a list of different topics, I decided on this topic due to my many years of working in the restaurant industry. Wanting to differentiate their business from others and be the first to offer new types of dishes featuring the latest popular ingredients and flavors, chefs and restaurateurs are always looking for ways to be ahead of the trend. With this in mind, I created Flavor Flux magazine. This monthly publication was created to identify the next flavor trends and provide a variety of different information like recipes, innovative chefs establishing those new trends, food and beverage products featuring those flavors, the possible health benefits of those ingredients or products, and where to obtain ingredients or products featuring those flavors. My initial research and target audience analysis led me to examine what other types of monthly publications this target audience might read, as well as other interests or preferences they might have. After thoroughly exploring those areas and identify key similarities between them, I was then able to begin creating and effective design solution. This theoretical target audience was generally very well informed about areas such as fashion trends, interior design, and architecture. Realizing these perspective readers had an eye for sophisticated modern style design, I looked at other types of publications they might read to identified typographic and stylistic elements that should be incorporated into the design. One of the first things I discovered in the many different publications I examined, was the regal and sophisticated feeling they achieved through using very selective color palettes and copy typically set in a traditional black on white background (unlike many of the food & beverage magazines found at the check out line of the grocery store which often set type over of full bleed images or background patterns). With this in mind the page designs I created incorporated ample white space with small images containing the kinds of color palettes you would likely to find in modern art. Outside of the color seen in the images that accompanied the stories, I used color very sparingly and always for a specific purpose, like to signify new paragraphs or to establish an effective visual hierarchy within the page layout. By keeping the design very clean and uncluttered with unnecessary elements I was successful in creating this sophisticated monthly publication concept design.
COLOPHON Typefaces: Gotham & Prestige Elite Paper: Neenah Classic Crest, Solar White 80lb Printed: Jungle Copy, Palo Alto Ca. Cover: Taurus Bindery, San Francisco Ca. Camera: Nikon D200 Software: CS6, Perfect Photo Suite 7, Sofortbild
CREATIVE DIRECTION
PACKAGING
KEVIN BEUTELSPACHER
CREATIVE CONSTRUCTION
IDENTITY
WEB
CREATIVE CONSTRUCTION Copyright Š 2012 Visually Persuasive
All content within this book is property of Visually Persuasive and may not be distributed or reproduced without the express written permission of Visually Persuasive. All rights reserved. Printed in the U.S. Published by Visually Persuasive 1012 Echo Drive Los Altos Ca. 94024
Editor: Kevin Beutelspacher Writer: Kevin Beutelspacher Photographer: Kevin Beutelspacher Graphic Designer: Kevin Beutelspacher Model Fabrication: Kevin Beutelspacher
SPECIAL THANKS TO ALL THOSE WHO HAVE MADE THIS BOOK POSSIBLE
I would like to thank my Grandmother Esther. Without her love and support I would not be here today. A special thanks to my parents Linda & Gerhard for all their love, support, guidance, and patience throughout my life. I have no doubt that without you this book would not have been possible. Thanks to my sister Desiree who motivated me to further my education. Also a special thanks to Brigitte & Nicole for their love and warmth. I wish you were both here today to see this book, you are truly missed.
In order to construct any successful design solution, you need to establish a clear plan and generate detailed research to lay down a solid foundation. CREATIVE CONSTRUCTION VISUALLY PERSUASIVE COMMUNICATION DESIGN SOLUTIONS
Over the course of my studies in graphic design, I have come to realize that creating successful visual communication solutions is very similar to building construction. In order to create an effective design solution you must have a detailed plan and solid foundation to build upon. It is essential to thoroughly immerse yourself in the subject matter you are designing for and also understand the unique characteristics of the individuals who compose the target audience. Only after conducting extensive research and creating a detailed design brief outlining all this information are you able to begin the creative process. Without generating this necessary information in the intitial stage of the design process, you can never truly design an effective and successful visual communication solution. Generating this detailed research gives you clear map of what areas to explore in the secondary exploration stage of the design process. If you do not have a map and do not know where you are going, you will be forced to aimlessly wander about, with little hope of ever arriving at the final design destination. Creative construction not only serves as a metaphor for the design process, it is also an area of design that I excel in. I have become very experienced in creating prototype mock-ups of brochures using a variety of binding methods, as well as fabricating packaging structures during the course of my studies. Throughout my life I have always been fascinated by experiences, literature, art, and photography that enables you to see the world or people around you from a different perspective. By continuously gaining these new and unique perspectives my visual communication skills continue to evolve and become more successful, allowing me to effectively communicate with more people. It excites me to think about the new perspectives I’ll gain in the years ahead, and how they will lead me to think about design in new unimaginable ways.
0.00
TABLE OF CONTENTS:
creative construction
PORTFOLIO:
kevin beutelspacher
ACADEMY OF ART:
AXIAL ARTS STORE BRAND CREATION IDENTITY, PACKAGING
ABERCROMBIE & FITCH ANNUAL REPORT PRINT
O’NEILL SPF SKIN CARE LINE PACKAGING
JOHN DEERE CSR PRINT, PACKAGING, WEB
SHAKESPEARE SILVERLINE BRANDING IDENTITY, PACKAGING
GRAPHIC DESIGN
1.02
2.28
3.42
4.60
5.76
SENIOR PORTFOLIO:
WINTER 2012
INTRUCTOR:
JEREMY STOUT
CATEGORIES:
COBRAM ESTATE REBRANDING IDENTITY, PACKAGING
POCKET BILLIARDS BOOK DESIGN PRINT
BLUE POSTER SERIES TYPOGRAPHY PRINT
409 NATURAL ORIGINS BRANDING IDENTITY, PACKAGING
FLAVOR FLUX MAGAZINE IDENTITY, PRINT
identity, print, packaging, web
6.94
7.106
8.122
9.140
10.154
0.01
AXIAL ARTS STORE BRAND CREATION PACKAGING
1.04
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
PROJECT OBJECTIVES
To design a brand identity that embodies the essence of todays artist, and create packaging based on that identity for each product line. The brand name created for this high-end art store should be short, memorable and be easy to say. Any symbols or imagery created for the identity should also be created using a CMYK color palette to capture the essence of todays digital artists. Packaging designs should capture a modern minimal style capable of visually communicate the superior professional quality of the products they house. The main portions of these structures and labels should be white, black or dark shades of gray in order to communicate the sophistication and professionalism of their target audience. Materials used for these structures should use environmentally friendly and sustainable when ever possible.
TARGET AUDIENCE RESEARCH ANALYSIS PASSIONATE PAINTERS
ASPIRING ARTISTS
THE RUN DOWN Today’s artists work with a much broader range of materials, in a
created in the same digital color palettes provided by their favorite
wider range of fields than the artists just twenty years ago. Mediums
computer programs in order to digitally or physically marry the
such as oil paints, watercolors, and clay used for sculpture are now
two mediums seamlessly. With the needs of this target market of pro-
considered to be traditional mediums. While many of today’s artists
fessional and amateur artists in mind, the Axial Arts brand and high
still work with these traditional mediums, there is an even larger
quality product line was created. This target market requires a wide
number who use more modern mediums such as graphic markers,
variety of professional high quality art supplies available in a in the
spray paint, and colored pencils. These mediums are often not used
same color palettes as their computer design programs in order to
individually, but together to create mixed medium works of art, which
seamlessly combine them together. Given their professional artistic
also use computers to create (pictorial, photographic, typographic)
abilities, they have a discerning eye for design, which dramatically
elements in unison with physical artistic mediums. There is growing
affects their purchasing decisions consciously and unconsciously.
number of artists that work with traditional mediums and various
The target market for these professional quality art supplies consists
computer design programs. These artists demand art supplies that
of professional artists and designers, as well as aspiring teen and
are created with these needs in mind. They seek products that are
young adult amateur artists still attending high school or college.
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.05
PASSIONATE PAINTERS DEMOGRAPHIC SEGMENTATION PROFESSIONAL ARTISTS
PROFESSIONAL DESIGNERS
TALENTED AMATEURS
use products that are made with environmentally
fairly responsible with their personal finances. They
based on the quality and cost, but largely also its
are not to be categorized as cheap penny pinchers
friendly and or sustainable materials. These indivi-
though. When they find certain products, services,
Composed of young adults to adults (21-45) of
duals are often perceived as trend setters by the
or experiences that interest them, they have no
Generation X and Generation Y, who demand the
general public, wearing apparel products that are
problem spending the money.
highest quality art supplies. The professionals in
designed in the next new fashion trends, before
this segment works in fields which require them to
they become popular among masses. When they
use a variety of art supplies on regular basis, and
purchase any type of product (cleaning products,
Typically they live in the heart of large cities or
are very loyal to particular brands. While they are
food, clothing, cars, etc.), their decision is not only
in less populated industrial areas. A small portion
willing to pay higher prices for quality products,
design or its packaging design. They are generally
of this segment live in suburban areas that are
they do not feel that the majority of high-end art
drawn to products made by smaller companies,
located within a short driving distance from their
supply brands deliver consistent quality among
as apposed to large industry leading brand names
work. Those individuals living in suburban areas
all their products. They will rarely try new products
and companies. This also extends to the type of
often do so because they have a family with one
unless they have been recommended to them by
restaurants they prefer to eat at. When dinning out,
to two children. Their passion for the arts leads
other professionals. When possible, they prefer to
they prefer smaller establishments with an inti-
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
GEOGRAPHIC SEGMENTATION
them to live in areas which are located near major
mate and unique atmosphere, that offer traditional
that purchase professional quality spray paints,
museums, theaters, and galleries. Often these
ethnic cuisine or dishes. They enjoy a very active
and there is higher percentage of females which
individuals will hold memberships, yearly passes,
social life and enjoy broadening their horizons with
purchase artisan hand crafted papers.
season tickets for those museums, theaters and
new experiences and activities. Individuals within this segment are more likely to see a documentary
INCOME SEGMENTATION
cultural centers in their area. BENEFIT SEGMENTATION
or independent film at a small theater, rather than
This segment is typically well educated with at
going to large cineplexes to see the latest action
least one college degree, and as a result they make
blockbuster. This segment enjoys a wide variety
This segment requires the best quality products
a comfortable living doing what they love. This
of music types, and is not influenced by the level
available, and as a result are willing to pay higher
provides these individuals with a moderate level of
of popularity of the musical group or artist.
prices for them. Recognizing the advantages of
disposable income, which they enjoy spending on
using high quality art supplies, they are willing to
their hobbies and other interest. These individuals
purchase those products in smaller portions or
typically earn $50,000 to $100,000 a year since
quantities instead of lower quality bargain brands
It consists of 50% male and 50% female. Given
they are some of the best in their artistic fields. A
that offer larger portions or quantities at the same
the broad range of creative jobs these individuals
large percentage of this segment is not as mate-
price. These individuals realize the importance of
work in, the segmentation is equally split between
rialistic as other people their age. They often show
preserving our environment, and prefer to pur-
both genders. Certain art products or product lines
little interest in purchasing the latest new tech
chase products from companies and businesses
however are often favored more by one gender.
gadgets or products, which are highly popular and
that are environmentally responsible.
For example, there is a higher percentage of males
sought by the masses. As a result, they tend be
GENDER SEGMENTATION
ASPIRING ARTISTS DEMOGRAPHIC SEGMENTATION HIGH SCHOOL STUDENT ARTISTS & DESIGNERS
COLLEGE STUDENT ARTISTS & DESIGNERS
PASSIONATE AMATEUR ARTISTS
ality or the type of person they aspire to be. Unlike
off campus in shared housing with other students
the vast majority of teens and young adults their
or young adults. Many of these schools have small
age, designer labels and brand names have almost
or medium sized museums or art centers which
The artist within this segment are teenagers in
no influence on the products they purchase. At
exhibit professional and or student art work.
their third or forth year of high school and young
times they’ll even avoid purchasing popular brand
adults attending college (16-21) who are part of
names, because they feel it can jeopardize their
Generation Y. The majority of young artists within
unique individuality. Individuals within this segment
Some the individuals within this group seek high
this segment are from middle class families with
also tend to exhibit a higher level of maturity than
quality art supplies because they have begun to
other people their age. A large portion have part
realize that the quality of the materials they use
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
BENEFIT SEGMENTATION
time jobs they work at when they’re not at school.
for artistic endeavors directly affects the caliber studies through the financial assistance provided
and success of their creations. Other individuals
by parents or other close family members. Given
within this segment, purchase these high quality
This segment is also equally split between both
that this segment is composed of the most tal-
art supplies simply because they’re acknowledge
genders, with 50% males and 50% females. Since
ented teens and young adults, they are very likely
the teens and young adults within this segment
to go on to achieve very successful careers in
GENDER SEGMENTATION
are still trying to discover who they are and what
their creative fields, and earn higher than average
parents who are very conscientious about the pro-
interests them, both genders purchase a variety
annual incomes.
ducts or service they purchase for their children.
of art supplies, with no gender favoring a particular
The teens and young adults in this segment have
artistic medium or product.
exhibited a natural talent for the creative fields they hope to pursue careers in, or as hobby they
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION The youngest portion of this group (high school teens) tend to live in homes, townhouses, or apart-
will pursue for the rest of their life. Recognizing
Young aspiring artists in this segment typically
ments with their parents in suburban areas. These
this, their parents are very willing to pay the higher
have moderate levels of disposable income. Many
areas are classified as middle to upper middle class
prices for top quality art supplies to support and
of these teens and young adults are only able to
neighborhoods. The majority of these areas are
nurture their children’s creative studies or passions.
locate in close proximity to major cities that have
These individuals are often not as interest in the
large museums, art galleries and music centers.
latest music and fashion trends as their friends and
Many of the teens within this segment have been
peers are. They are more likely to be open to new
exposed to the arts by their parents who have
by professional artists or designers as the highest
experiences, and are less judgmental than others
taken them to these establishments multiple times
quality products available, despite the fact that
their age. Their musical preference favors smaller
throughout their childhood. The older portion of
they are unable to notice the difference between
indie bands, artists and groups. When purchasing
this segment who are college students usually live
high quality and low quality products art supplies.
clothing or apparel accessories, they prefer to
on campus at the university or college they are
They choose to buy them simply because they are
purchase products they feel reflects their person-
attending. If not, they live in very close proximity
the choice of other professionals.
1.06
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.07
1.08
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.09
1.12
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.13
1.14
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.15
1.20
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.21
1.22
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.23
1.24
CHAPTER 1:
a new canvas
PROJECT:
brand & product line creation
CLIENT:
AXIAL ARTS
CLASS:
packaging 4
INTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
1.25
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
The identity solution that I created was designed to embody the modern sophisticated personality of today’s professional artists designers. I created the brand name Axial Arts because using only the best quality tools and materials are central in creating all successful works of art and design. It was important that not only the brand name effectively communicate this, but also that the identity mark’s graphic element and typography capture and communicate the digital world today’s artist works in. Abstracted symbol created for the identity symbolizes the overlapping mediums and tools used by professional artist’s, and how they can be seamlessly combined together or one on top of the other. Capturing and communicating the digital tools available and used by many artists today was accomplished through using colors that are the foundation of digital color palettes today, cyan, magenta, yellow, and black. To reinforce this concept of today’s digital artist and designer I explored a variety of typefaces that captured the structural framework of classic serf and san serif typefaces yet captured the digital world we live in. My exploration lead to me to use OCRA for the identity solution, which also visually communicate a sophisticated industrial and urban feel many artist’s and designer’s are able to identify with, due to the industrial and urban areas they work and live in. In order to maintain a sophisticate and modern style I used Gotham for other typographic elements of the packaging design. This selection worked well because it was able to provide contrast to the identity solution that I created, through its juxtaposition of smooth curves and flowing lines against the more rigid mechanical and computer based feel of the OCRA typeface. My designs maintained and reinforced that sophisticated modern feel by keeping the main portions of packaging structures and labels white and dark gray. Graphic elements were created using circles and elliptical shapes pulled from the identity’s graphic element I created and used to construct abstract digital style shapes and patterns that were used to visually communicate the color or colors of each particular product. The elliptical shape was also used to construct the abstract pattern used for the shopping bag and the cups used in the Orbital Café located in every Axial Arts
ABERCROMBIE & FITCH ANNUAL REPORT PRINT
2.30
CHAPTER 2:
fashionable financials
PROJECT:
annual report design
CLIENT:
ABERCROMBIE & FITCH
PROJECT OBJECTIVES
To create an annual report design capturing the essence of the Abercrombie & Fitch brand, using the brands colors, style, and products. The design should convey the brands vintage, urban, risqué identity through imagery and the design of information graphics. In order to successfully communicate the type of products the company produces the design should incorporate the textures and color palettes of it’s most popular products. The annual reports body copy should use the same Adobe Garamond Semi Bold typeface used for their logo. Other elements of the design such as pull quotes, headlines, sub-heads, and page numbers should also be set in this typeface, but in various weights. In order to create a contrast, the information graphics should use a sans serif typeface in medium to heavy weights. These elements should also be large in scale to create an additional level of contrast and create a clear visual hierarchy.
TARGET AUDIENCE RESEARCH ANALYSIS TRENDY TEENS
FASHION AFICIONADOS
STYLISH STOCKHOLDERS
THE RUN DOWN Abercrombie & Fitch has come a long way over the course of its life
into the provocative “Casual Luxury” the apparel store it is today.
evolving into the company it is today. The company was established
Creating a successful design solution had to capture the essence of
in 1892 by David T. Abercrombie and Ezra H. Fitch, and initially sold
the company’s youthful “Casual Luxury” style seen in its products
high-end sporting goods and outdoor apparel products. Despite the
marketed towards its target audience of teens to young adults. For
stores success for over eighty years, it was forced to close and file
this project however, this target audience was actually an indirect
for bankruptcy in 1976 as a result of new younger competitors enter-
or secondary target audience. The primary target audience for the
in the sporting-goods industry. Recognizing the company’s strong
annual report was current investors in the company, as well as new
brand equity, Oshman’s Sporting Goods purchased the company’s
potential investors. A large portion of these investors would likely be
brand identity and its extensive mailing list. Oshman’s then used
familiar with the brand through their own experiences, while some
the identity to market its own specialty hunting apparel and outdoor
would also be familiar with the brand from shopping at Abercrombie
accessories. It wasn’t until almost ten years later when Oshman’s
& Fitch for their children or teenagers. There might also be a smaller
sold the brand to The Limited that the company was transformed
portion of fashion conscious adults that are familiar with the brand.
CLASS:
graphic design 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
2.31
TRENDY TEENS DEMOGRAPHIC SEGMENTATION FASHIONABLE FEMALE TEENAGERS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
FASHION CONSCIOUS MALE TEENAGERS
PARENTS WITH TEENAGE CHILDREN
to wear uniforms, except on free dress days a hand-
also are more concerned with their appearance
whose parents are unable to afford these high-end
ful of times throughout year. Regardless of the
and the social status associated with wearing the
apparel products, or just don’t believe these pro-
educational institutions they attend, they purchase
latest designer apparel products
ducts are worth the higher price. These teens will
Individuals in this segment are from Generation
Abercrombie & Fitch products because they are
Y ranging in age from their early to late teens. Over
designed in the latest fashion styles. They are also
75% attend public schools where they’re allowed
consciously and unconsciously drawn to these
to wear the clothing of their choice. The other 25%
“Casual Luxury” apparel products because of the
percent attend private schools that require them
status symbolism associated with them. All of the
find ways to earn money to buy them themselves. GEOGRAPHIC SEGMENTATION The majority live in suburban areas within close driving distance to large metropolitan areas. Their
teens within this segment have a very active social
parents often own homes, townhouses, or apart-
life with large groups of friends who share their fashion sense. In their free time they enjoy hanging out at the mall, going to movies, playing video
ments in communities that would be classified as INCOME SEGMENTATION
games or surfing the web on their computer, and
The parents of these teens are well educated with
regularly communicating with friends on social
one or multiple college degrees, and possess jobs
networking sites and their cell phones.
that provide them with a moderate to high level
GENDER SEGMENTATION
of disposable income. As a result these parents are able cloth their children in the brands and styles
This segment is composed of 60% female and
of their choice. These parents are able to provide
40% male. The reason it is composed of a higher
their children with an allowance or money for
percentage of females is because they are more
them to spend on products or activities of their
interested in the latest fashions than males. They
choice. There is a small portion of teens however,
upper middle class. BENEFIT SEGMENTATION This segment purchases Abercrombie & Fitch apparel products because they’re designed in the latest fashion styles and status symbolism associated with them. These teens parents justify the higher price of the company’s products because it’s what their children desire, and want to provide them with the apparel products they want.
FASHION AFICIONADOS DEMOGRAPHIC SEGMENTATION FEMALE COLLEGE STUDENTS
MALE COLLEGE STUDENTS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Young adults who make up this segment are in their early twenties (Generation Y) to early thirties
YOUNG ADULTS
department stores), providing them more options.
expenses. Like the previous target segment, there
The second is attributed to them becoming more
is a small portion of this group that have full time
mature and feeling that they have out grown the
to part time jobs in order to pay for part of their
style of the company’s apparel products.
tuition, and provide them with financial means
INCOME SEGMENTATION
(Generation X). The youngest individuals in this The majority of young adults in this segment who
group are typically college students. They typically
YOUNG BUSINESS PROFESSIONALS
to purchase designer apparel products and other items they desire. GEOGRAPHIC SEGMENTATION
have a very active social life and enjoy activities
afford until recently. The oldest young adults in this
are still in college have access to a moderate level
such as attending concerts, school sporting events,
segment are still in the early stages of their profes-
of disposable income as a result of their parent’s
Individuals in this segment who are attending
weekend excursions or vacations, and going out
sional career, and are now discovering new interests,
financial assistance. Their parents are often able to
college live in dorms or live small homes or apart-
for drinks or meals with friends. Those individuals
activities, and hobbies, which is made possible
cover the complete cost of their tuition and other
ments that are located within walking distance of
in their late twenties to early thirties within this
by the increased level of disposable income.
segment are young professionals who continue to
their college. Young adults in their mid twenties to early thirties in this segment often live in large or
GENDER SEGMENTATION
small cities and towns.
be drawn to the “Casual Luxury” apparel products the company produces, and are often able to wear
This group is composed of 45% female and 55%
this style of clothing to their jobs. A portion of
male. The lower percentage of females in this seg-
this group however is composed of young adults
ment is due to two reasons. Females within this
They purchase Abercrombie & Fitch apparel pro-
who have just recently obtained a moderate level
group often attend colleges located near cities or
ducts because they are designed in the latest styles
of disposable income, enabling them to purchase
metropolitan areas which offer a larger variety
and the status symbolism associated with them.
designer apparel products they were unable to
apparel stores (small boutiques, and large high-end
BENEFIT SEGMENTATION
STYLISH STOCKHOLDERS DEMOGRAPHIC SEGMENTATION FASHION CONSCIOUS YOUNG ADULTS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
ADULTS WITH FASHION CONSCIOUS CHILDREN
INTUITION INVESTORS
growing number of teens and young adults whose
because both genders see the potential for rising
These individuals would much rather take the risk
disposable income has steadily risen in recent
profitability in the future, given the rapidly growing
and invest their money in the stock market rather
years, they believe that Abercrombie & Fitch will
spending power of teens as well as young adults.
than depositing it in a bank account earning a low interest rate percentage.
This segment is composed of adults from the
continue expand its stores and operations which
Baby Boomer Generation and young adults from
will increase the company’s stock price. This group
Generation Y (28-45). They choose to invest in
of investors is more likely to invest in companies
companies that they or other family members or
that they believe will become more successful and
of fields. Their income level ranges from $70,000 to
Roughly 65% of this segment lives in suburban
friends purchase products from. Given the rapidly
profitable, as apposed to companies suggested
$120,000 annually. This provides them with the
areas that are classified as upper middle class. The
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION They typically make comfortable living in a variety
by financial analysts and news organizations. They
other 35% live in large cities in apartments and
are very aware of the latest fashion trends, and
are typically young adults who work near by.
are drawn to high-end designer apparel products BENEFIT SEGMENTATION
and accessories. When dining out, they seek the newest restaurants for the experience and atmos-
They invest companies like Abercrombie & Fitch
phere as much as the food they offer.
because they are familiar with the products they sell. They can also relate to wanting the latest
GENDER SEGMENTATION
designer fashions. They believe the company will The segment is composed of 50% male and 50%
financial means to make sizable investments in the
female. The gender segmentation is equally split
stock market and other investment opportunities.
become even more profitable in years to come.
2.32
CHAPTER 2:
fashionable financials
PROJECT:
annual report design
CLIENT:
ABERCROMBIE & FITCH
CLASS:
graphic design 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
2.33
2.34
CHAPTER 2:
fashionable financials
PROJECT:
annual report design
CLIENT:
ABERCROMBIE & FITCH
CLASS:
graphic design 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
2.35
2.36
CHAPTER 2:
fashionable financials
PROJECT:
annual report design
CLIENT:
ABERCROMBIE & FITCH
CLASS:
graphic design 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
2.37
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
The completed design solution I created successfully communicated who the company’s direct target audience was by incorporating imagery of teens and young adults wearing the Abercrombie & Fitch’s “Casual Luxury” products and the products themselves. The design also reflected the company’s identity by using the same Garamond typeface and navy blue color used for its logo. Information graphics were designed using Helvetica Neue Lt Std in heavy weights and large point sizes, in order to create contrast against the smaller more delicate serif typeface used for the body copy. It was also important to communicate financial statistics and other information in the most positive light. To accomplish this, key statistics and information which indicated profit and growth over the past fiscal year the largest elements within the information graphics, and those which reflected any decreases or losses were the smallest elements. Given the large amounts of information contained in the reports body copy and information graphics, it was essential to create spreads that slowed the pace of the visual narrative and gave the reader a moment to pause. This was done in several spreads by using a full bleed image on one page and pairing it with pull a quote on the other page. Images used in the design were very carefully selected to echo the grid structure used for the design and the way the content was laid out on the apposing page. On the six spread of the annual report for example, the bold geometric structure of columns framing the entryway to an Abercrombie & Fitch store echo the vertical column structure of the list of new stores in each state. Another example is the image used in the eighth spread where the horizontal key line and sentence running across the lower portion of the page is complimented by the image of the girl sitting on the floor with her legs stretched to the side aligned to the same height.
O’NEILL SKIN CARE LINE PACKAGING
3.44
CHAPTER 3:
fun in the sun
PROJECT:
skin care line creation
CLIENT:
O’NEILL
PROJECT OBJECTIVES
To create a skin care line that captures the “California Drift Heritage” style of O’Neill and provides full SPF protection for the active lifestyle of this target audience. To create a line of skin care products that provides water resistant protection from the sun. The design should reflect the company’s surfing roots and also maintain the same “California Drift Heritage” style that is found in the design of the other products produced by the company. Since most people associate the company with surfing, the bottles or point of purchase display should be visually suggestive of the ocean. Given the wide age range of the target audience, the design should be clean and sophisticated like some types of cologne or perfume bottles that are able to successfully communicate to broad range of ages.
TARGET AUDIENCE RESEARCH ANALYSIS COASTAL CARVERS
MOUNTAIN MAVERICKS
LAID’BACK LANDLUBBERS
THE RUN DOWN The target market for O’Neill surf and sport apparel and products
These products include footwear, apparel, apparel accessories,
has changed substantially since it was started in 1952 by Jack O’Neill
skateboards, skateboard accessories, swimwear, surfboards, snow-
in a small garage off the great highway in San Francisco. In those
boards, and even a children’s apparel and accessories. As a result
early years of business, the target audience only consisted of avid
O’Neill’s target audience is substantially more diverse today. The main
amateur and professional surfers in the San Francisco Bay Area. At
target audience includes active teens to adults who enjoy surfing
that time O’Neill only offered hand shaped balsa surfboards and a
and other various outdoor activities in warm weather climates, teens
handful of other surf accessories. Things dramatically changed when
to adults who snowboard, ski and enjoy other outdoor activities
Jack invented the wet suit, enabling surfers to go out and stay in
made possible by cold weather climates, and teens to adults who
the water for much longer periods of time. This innovative product
enjoy a laid back lifestyle. In order to create a successful skin care
by O’Neill was credited with quickly popularizing the sport around
line, the needs and stylistic preferences of this target audience must
the world. It was also responsible for the success and rapid growth
be met. The design solution also has to effectively capture the
of the company. Today the company’s product offerings are much
“Californian Drift Heritage” style used in the company’s products,
more diverse with a much broader target audience.
and appeal to the wide age range of the target audiences.
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
packaging
3.45
COASTAL CARVERS DEMOGRAPHIC SEGMENTATION SURFERS
BEACH GOERS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Consisting of young teens to adults (13-45) from Generation X and Generation Y who enjoy surfing
OUTDOOR ATHLETES
OUTDOOR ENTHUSIASTS
ACTIVE TEENS & ADULTS
tance of taking care of our planet so that future
percentage only have a high school education, but
generations can enjoy the same outdoor activities
have gone onto establish successful careers in
they do. Alll individuals in this segment tend to
fields related to their passion for nature and out-
see themselves as hip and modern.
door activities where they can work outside . GEOGRAPHIC SEGMENTATION
GENDER SEGMENTATION
and or a beach lifestyle, and adults (45-60) from the Baby Boomer generation that continue to live
This segment is composed of 55% male and 45%
This segment often lives in areas within walking
an active lifestyle with a passion for the outdoors.
female. Males make up a larger percentage due to
distance to the beach, large open space areas, and
This segment purchase products not only based on
the fact that they are involved in more sports and
their design, performance, and price, but also for
outdoor activities. Both males and females of this
at while attending school. They have achieved
to three hours. They enjoy warm weather climates
their ability to function and endure their active and
segment participate in outdoor activities such as
or will go onto achieve a college degree, with some
but are not detoured from enjoying the outdoors
often rugged outdoor lifestyle. They enjoy sports
surfing, snowboarding, backpacking, rock climbing,
earing or going onto earn multiple degrees. The
in cold climates. Their passion for nature and out-
interact with the natural elements. This segment
and mountain biking. They often enjoy unconven-
adults within these segment have a broad range of
door activities heavily influences them when
is not as image conscious as others their age but
tional sports and outdoor activities apposed to the
income levels, ranging anywhere from $40,000
selecting and area to live in.
still like to look fashionable. They are often very
classic team sports like football, baseball, softball,
to $120,000 annually. These individuals work in a
environmentally conscious and realize the impor-
field hockey, and basketball.
BENEFIT SEGMENTATION
broad range of fields, including everything from
the mountains, or within a driving distance of two
engineers to artists, with many of them working in
They desire casual functional apparel for their
fields related to the environment or those which
active outdoor lifestyle that’s moderately priced,
Teens to young adults within this segment have
require them to work outdoors. These adults are
comfortable, and has a modern style. Realizing
a moderate to sometimes high level of disposable
high school graduates and have earned a college
the importance or preserving our environment they
income. This is either provided by their parents
degree (sometimes multiple degrees), but often
support companies and businesses that operate
or obtained on their own through a job they work
work in fields unrelated to their degrees. A small
a socially and environmentally responsible manner.
INCOME SEGMENTATION
MOUNTAIN MAVERICKS DEMOGRAPHIC SEGMENTATION SNOWBOARDERS
SKIERS
RESEARCH ANALYSIS
ACTIVE OUTDOOR INDIVIDUALS
TEEN & YOUNG ADULT COLD CLIMATE INHABITANTS
its simply walking or something more active such
degrees as well. Adults in this segment earn a
as snowboarding. This segment was composed of
moderate income and are classified as middle to
higher percentage of males several years ago but
upper middle class. They are employed in variety
Composed of young teens to adults (13-45) of
has now evened out.
of fields, with a large percentage of jobs that allow
Generation X and Generation Y who enjoy skiing
INCOME SEGMENTATION
AGE & LIFECYCLE SEGMENTATION
and snowboarding. They purchase products and
them to work outdoors full or part time. Typically they posses a high school education and a college
clothing based on their performance and price, and
Teens and young adults in this segment have
degree. Those that possess a college degree will
are less influenced by the mainstream trends or
low to moderate levels of disposable income. They
often work in fields related to their college degree,
fads than others their age. This segment enjoys an
are high school graduates or go on to graduate,
earning $35,000 to $90,000 annually.
active lifestyle participating in variety of sports
with slightly over half going onto to earn college
GEOGRAPHIC SEGMENTATION
and other outdoor activities. While they are not as image conscious as others of their age, they still
Individuals in this segment live in regions that
like to look fashionable, as long as it is reasonably
have low temperatures during the fall and are cold
priced. They are often very environmentally con-
enough for snow fall during the winter. They will
scious and realize the importance of taking care of
often live within driving distance of ski resorts and
our environment for future generations to come.
live close to or in mountainous regions. BENEFIT SEGMENTATION
GENDER SEGMENTATION
concerned with skin care products that are able to protect them during their outdoor activities and
Composed of 50% male and 50% female. This
This segment desires casual functional apparel
sports. They realize the importance or preserving
segment is equally divided between both genders
and accessories for an outdoor lifestyle that’s mod-
our environment and favor those companies who
since both genders enjoy the outdoors, whether
erately priced and comfortable, and are equally
operate in an environmentally responsible manner.
LAID’BACK LANDLUBBERS DEMOGRAPHIC SEGMENTATION EASY GOING TEENS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Consists of young teens to young adults (13-30) of Generation Y, enjoying a laid back casual lifestyle.
LOUNGE LOVING YOUNG ADULTS
LAID’BACK ADULTS
participate in sports or other outdoor activities.
locations that are not within driving distance of
Often they are very environmentally conscious and
oceans or mountainous regions with suitable snow
realize the importance of taking care of our envi-
fall levels for snowboarding or skiing.
ronment for future generations.
BENEFIT SEGMENTATION
GENDER SEGMENTATION This segment seeks clothing that is fashionable
They purchase products and clothing based on their price and fashion style. Occasionally they will
and comfortable, which is reasonably priced. They
This segment is composed of 35% male and 65%
dress in casual style clothing and are often drawn
female. The higher percentage of females is due to the company’s recent efforts to capture more of
obtain one. They also often have a college degree
to surf and skate clothing brands. This segment
the female teen and young adult apparel market.
or will go onto obtain one. Young adults in this
also realizes the importance or preserving our
segment earn $30,000 to $60,000 annually.
environment, supporting companies that support
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION Teens and young adults of this segment have a low to medium low level of disposable income and
They live in a variety of areas around the world
possess a high school diploma or will go on to
in a broad range of climates. Typically they live in
and share that philosophy when possible. However they are not detoured from purchasing products from brands that do not.
3.46
CHAPTER 3:
fun in the sun
PROJECT:
skin care line creation
CLIENT:
O’NEILL
LASER CUT TOP
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
packaging
3.47
3.50
CHAPTER 3:
fun in the sun
PROJECT:
skin care line creation
CLIENT:
O’NEILL
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
packaging
3.51
3.54
CHAPTER 3:
fun in the sun
PROJECT:
skin care line creation
CLIENT:
O’NEILL
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
packaging
3.55
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
This projected presented many challenges throughout the design process and in the final stages of fabrication. After creating a detailed and thorough design brief examining the broad age range and different lifestyles of this target audience, the first challenge I faced was finding the right bottle structures for this new skin care line. I initially planned on finding existing bottle structures purchased from various retail stores to modify and paint. Although the different groupings I created with these various structures were only able to visually communicate with certain segments of this target audience. Some where ideal for the teens and young adults, but where certainly not as effective for the older adult portion of this segment who had been loyal O’Neill customers since the company began in 1952. This led me to design my own bottle structures capable of appealing to all portions of this target audience. After designing the basic bottle structures, I began to examine what the specific needs were for this type of product for all segments of this target audience. Realizing that many of the potential customers for these products would be using them when in situations where their hands would be damp (in the shower, at the beach, or while enjoying outdoor activities where they would likely be perspiring), I knew that any materials used for the structures and the finishes applied to them had to be easy to grip and open. The design and typographic treatments also had to appeal to young trendy teens and young adults, as well as the older adult portion of this segment. To accomplish this I created a clean minimal design using various weights of Helvetica and three bold icons that communicated the products lines main attributes. My design solution was also effectively able to communicate the company’s surfing roots through the blue color gradation used for the main portion of the bottles and the light color wood used for the tops which was visually suggestive of drift wood. Using wood for the tops not only worked to communicating the brands surfing roots, but also provided a material that could easily be grasped to open them even with damp hands. I also deiced to apply a thin clear frosting finish over the painted bottles in order to eliminate the materials slick surface when wet. Applying this clear frosting also softened the intensity of the colors and provided them with an appearance which is similar to looking into a clear structure filled with water, or when opening your eyes under water. The final stage of the design process for this project involved creating a point of purchase display that would continue to build upon and reaffirm the brands “California Drift Heritage.” I designed the point of purchase in an oval shape that was suggestive of the brands logo and created a smaller oval shaped recess in the center. Inside this center portion I designed an O’Neill logo that was made out of acrylic and painted in the same silver color as the thin bands between the bottle structures and tops. The top or face of the logo was cut at a slight angle and placed in the center oval recess of display where its base was hidden after filling the area with ultra fine sand. The finished design solution for this project was not only successful in visually communicating to all ages in this target audience, but also in creating structures which could be easily handled and opened with damp hands in the typical situations they would be used.
DEERE & COMPANY CSR PROJECT PRINT, PACKAGING & WEB DESIGN
4.62
CHAPTER 4:
citizenship
PROJECT:
corporate social responsibility
CLIENT:
JOHN DEERE
PROJECT OBJECTIVES
To create a brochure, packaging, and website design solution that effectively communicates and demonstrates John Deere’s commitment to operating in a socially responsible manner. The design concept will visually communicate the company’s many years of experience of operating in a socially responsibility manner, as well as their awarded and praised philanthropy efforts and citizenship program. The brochure design should incorporate information graphics that clearly highlight some of the company’s environmentally responsible manufacturing practices and waste reduction efforts. It will also be essential that design of the brochure, website, and packaging maintain a clear visual congruency between them by using the same typeface pairings, color palettes, and basic grid structure.
TARGET AUDIENCE RESEARCH ANALYSIS CULTIVATORS & CARE TAKERS
GROSS GRAZERS
CONSCIENTIOUS CRAFTSMEN
THE RUN DOWN Plows, tractors, and combines are often the first thing that comes
needed for continued global growth and development. It also in-
to mind when people hear the name John Deere. It’s not surprising
cludes those who maintain professional and recreational facilities
since this company’s humble beginnings started in 1837, when black-
for such sports as golf, football, and baseball, as well as residential
smith John Deere created his first plow from a broken saw blade, in
customers who seek quality equipment for their landscaping needs.
order to provide farmers with a more productive means to work the tough American landscape. John Deere’s product offerings have grown significantly over 175 years to not only offer superior quality industrial equipment, but professional quality equipment for todays homeowners as well.
While this segment was largest portion of the direct target market for this project, it also included investors and employees. Creating an effective communication design solution had to take into account all three of these direct target market segments. While each of these segments has a different relationship with the company as well as
Creating an effective communication design solution for this CSR
different needs, they all care about the socially responsible manner
(Corporate Social Responsibility) project was centered around the
the company operates in. As a result, operating in a socially respon-
Deere’s direct target market of customers. This very diverse group
sible manner directly affects their profitability and growth.
includes those working in the agricultural industry who are now facing the growing challenge of feeding the world’s growing population, those working in the forestry and mining industries who harvest and produce the raw materials that are need for those people working in the construction industry who develop the facilities and structures
In addition to Deere’s direct target market is their indirect target. This indirect target market is composed of environmental agencies the general public, the media, consumer watch groups, and other third party establishments who carry and distribute their products.
CLASS:
print 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
print, packaging, web
4.63
CULTAVATORS & CARE TAKERS DEMOGRAPHIC SEGMENTATION RESIDENTIAL
AGRICULTURAL
COMMERCIAL
CONSTRUCTION
FORESTRY
GOLF & SPORTS
times multiple college degrees. These individuals
for production and maintenance needs. Resulting
typically hold management or leadership positions
in future generations that continue to be loyal to
as a result and earn an estimated annual income
the same brands. While theses segment demands
This primary direct target market’s demographic
of $65,000 to $120,000. As a result, they have a
quality and durability in these products, they also
segmentation is composed of both young adults
moderate to high level of disposable income.
demand competitive prices. If other brands demon-
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
and adults (21-65) from the Baby Boomer Genera-
GEOGRPAPHIC SEGMENTATION
tion, Generation X, and Generation Y who typically work in blue collar or manual labor fields. They
Roughly 50% of this segment live in rural areas
enjoy outdoor adventurous activities and sporting
or in other areas on the outskirts of large suburbs.
restaurants and the occasional casual fine dinning
large-scale development in the immediate area or
GENDER SEGMENTATION
large cities within driving distance where largeThis segments gender segmentation consists of
scale construction projects are being undertaken
75% male and 25% female. This audience tends to
for large industrial buildings. The remaining 25%
on price and the quality of the products, and are
consist of a higher percentage of males due to the
is split among those living in upscale suburbs and
very rarely influenced by brand names or designer
physical demands of the company’s products are
those who live and work very remote areas as a
labels. Due to the fields they work in, many of the
often used for.
result of their occupation.
restaurant for special occasions. When purchasing apparel products their decisions are made based
individuals within this segment purchase and drive cars that are used for both work and recreation,
to try the products they produce.
Another 25% live in large suburbs where there is
events. When dinning out, the tend to frequent establishments that would be classified as family
strate a high value product they will not hesitate
BENEFIT SEGMENTATION
INCOME SEGMENTATION
such as sport utility vehicles and trucks. Although
The majority of this segment typically has only
These individuals often demonstrate a high level
a sizable number from this segment enjoy working
a high school education and sometimes less. Their
of loyalty to a particular brand. This brand loyalty
on and restoring classic muscle and sports cars for
estimate annual income will range from $40,000
is sometimes the result of previous generations
recreation. They are often very family oriented and
to $65,000. This level of annual income results in
of family members or workers which have grown
usually have a minimum of 2 children.
a higher level of education, erning one or some-
attached to using a particular brand of machinery
GROSS GRAZERS DEMOGRAPHIC SEGMENTATION INDIVIDUALS
ANGLES
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
VENTURE CAPITALISTS
INVESTMENT TRUSTS
MUTUAL & HEDGE FUNDS
and designer apparel labels. When dinning out
and often more. They are employed in broad range
they typically choose fine dinning restaurants and
of fields, and are often very career oriented. This
those offer fusion cuisine or those offering dishes
provides them sizable level of disposable income.
This segment shares the same age segmentation
that demonstrate the latest molecular gastronomy
as the cultivators and caretakers, being composed
techniques. They often purchase high-end luxury
of young adults to adults (21-70) from the Baby
vehicles not simply for the quality and extravagant
Typically they live in large cites or suburbs, within
Boomer Generation, Generation X, and Generation
features, but because of the status symbolism it
driving distance of their work. They’re often drawn
Y. They do not share the same lifestyle segmen-
represents as well.
to areas with an active nightlife scene and offer
tation as the cultivators and care takers however. They are typically drawn to trends, popular brands,
GEOGRAPHIC SEGMENTATION
extensive dinning and cultural activities.
GENDER SEGMENTATION
BENEFIT SEGMENTATION
Currently this segment consists of 60% male and 40% female. However this segment will be equally split between male and females in the near future
INCOME SEGMENTATION
They invest in companies largely based on their potential for profitability, but are also concerned
due to the steady growing number of women who
The vast majority of this segment is more often
with the way the company operates and its envi-
are earning degrees that enable them to work and
than not, well educated with at least one college
ronmental impact. While they are very motivated by
become leaders in these related job fields. As well
degree. Often this segment has multiple degrees,
the potential profits of their investments they will
as the rapidly growing percentage of women in
which have often been obtained from Ivy League
not invest in companies demonstrating no regard
households that manage household spending and
Universities. As a result of being well educated
for operating in a socially responsible manner.
are responsible for a variety of investments.
they annually earn between $80,000 to $130,000,
CONSCIENTIOUS CRAFTSMEN DEMOGRAPHIC SEGMENTATION SALES REPRESENTATIVES
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
MANUFACTURERS
CORPORATE
ing and mechanical engineering have been male
due to the wide range of positions available within
products it produces. Although they also choose
dominated. However, this higher percentage will
the company, as well as the varying levels of com-
to work for John Deere because of the work envi-
likely decrease dramatically over the next several
pensation for those positions.
ronment provided and the environmentally and
Composed of young adults to adults (21-70) from
years, as more females enter these job fields.
the Baby Boomer Generation, Generation X, and
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION Most live in suburban or metropolitan areas, but
Generation Y. As a result of the varying positions of employment within the company the lifestyle
Income segmentation for this group is again a mix
there is also a smaller percentage that lives much
segmentation for this group is blend lifestyle seg-
of both discussed in the previous target audiences
more rural areas (such as those individuals who
ments discussed for the cultivators & care takers
operate dealerships or carry John Deere products
and gross grazers.
at authorized retail locations, as well as sales rep-
GENDER SEGMENTATION
CUSTOMER SERVICE REPRESENTATIVES
resentatives and repair technicians). BENEFIT SEGMENTATION
The segmentation of this segment consists of 65% male and 45% female. This group is composed
They work for Deere & Company as result of the
of a higher percentage of males, due to the fact
competitive compensation and the potential for
that traditionally job fields like electrical engineer-
growth within the company has as a result of the
socially and responsible manner they operate in.
4.66
CHAPTER 4:
citizenship
PROJECT:
corporate social responsibility
CLIENT:
JOHN DEERE
CLASS:
print 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
print, packaging, web
4.67
4.68
CHAPTER 4:
citizenship
PROJECT:
corporate social responsibility
CLIENT:
JOHN DEERE
CLASS:
print 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
print, packaging, web
4.69
4.70
CHAPTER 4:
citizenship
PROJECT:
corporate social responsibility
CLIENT:
JOHN DEERE
CLASS:
print 2
INSTRUCTOR:
MARC ENGLISH
CATEGORY:
print, packaging, web
4.71
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
The design solution I created to effectively communicate John Deere’s industry leading and awarded socially responsible practices was centered around their slogan, “Nothing Runs Like A Deere.” Due to the fact that not only do they produce products which have long been recognized for their superior quality but also for their durability. Even after many years of use, when the glossy sheen of their iconic green and yellow products has chipped, peeled and faded away, they are still capable of operating at the same high level of performance as when they were first purchased. The design created a juxtaposition between imagery of old weathered John Deere products and the body copy that addressed their continually evolving business practices and high level of social responsibility that has made them an industry leader world wide. Other imagery used in my design solution also focused on the agricultural production their products are often most commonly associated with. Agricultural production that provides nourishment for the worlds growing appetite and also a metaphorical reference to one of John Deere’s main philanthropy efforts of combating world hunger by providing low cost equipment such as irrigation equipment to farmers in areas like Kenya, Tanzania, and Mali. This effort to combat world hunger also inspired the concept for a new line of seeds, specifically designed to grow in some of the harshest environments and still provide bountiful and nourishing harvests. The exterior box of these five different seed varieties communicates the idea of growth with the horizontal type set in brown symbolizing the earth that nourishes these seeds, and green for its symbolic reference to life and environmental responsibility. The individual interior boxes vibrant primary colors communicate and symbolize the rich nourishment these small seedlings will soon provide.
SHAKESPEARE FISHING RE-BRANDING & SUB-BRAND PRODUCT LINE IDENTITY & PACKAGING
5.78
CHAPTER 5:
reeling in a new demographic
PROJECT:
re-branding & sub-brand product line creation
CLIENT:
SHAKESPEARE
PROJECT OBJECTIVES
To create a new identity that communicates Shakespeare’s rich history and experience, with a new product line and sub-brand targeting new novice & amateur anglers. Create a new identity that successfully visually communicates the company’s years of experience with experienced anglers and new target audience of novice and amateur anglers. The new sub-brand identity and packaging designs created for this new product line should have a vintage style which will not only appeal to this new target audience of primarily teens and young adults but also experienced anglers who are loyal Shakespeare customers. Packaging designs for this new product line should use a color palette that is able to project sporty feel with a high level of contrast between colors to create a powerful sense of shelf appeal. The packaging designs would also benefit from incorporating patterns or abstracted imagery that is suggestive of water or the movement of casting a fishing line.
TARGET AUDIENCE RESEARCH ANALYSIS ELEMENTARY ANGLERS
CAPABLE CASTERS & AMATEUR ANGLERS
THE RUN DOWN Loyal professional and avid amateur angler customers have relied
have not thoroughly researched. Their purchasing decisions are
on the innovative quality products Shakespeare produces for over
based on the price and quality of the product or service, and are
100 years. The goal for this project was to cast an even wider net
rarely influenced by brand names. Experienced anglers within this
to pursue the new growing and highly profitable target audience of
target audience purchase their fishing equipment from stores that
novice and intermediate anglers. This target audience enjoys being
specialize in fishing supplies and equipment, and sporting good
exposed to new experiences and outdoor activities. The individuals
stores as well. The other portion the target audience that has little
that make this new broader target market are careful consumers.
or no fishing experience purchases fishing equipment from large
They rarely purchase any products or services that have not been
discount retailers who have a sporting good section, or from local
recommended to them by friends and family members or that they
sporting goods stores that carry a wide variety fishing equipment.
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
5.79
ELEMENTARY ANGLERS DEMOGRAPHIC SEGMENTATION NOVICE ANGLERS
ANNUAL ANGLERS
CASTING CAMPERS
FIRST TIME FISHERMEN
service that meets their needs they are willing to
homes are often located within driving distance
spend the money. Often times they will postpone
of nature preserves, national parks, or other large
purchasing products for a short time period if they
outdoor areas that are open to the general public.
Individuals in this segment are teens to adults
believe the product will be on sale or discounted
where they can enjoy activities like hiking, fishing,
(13-45) from Generation X and Generation Y who
soon. When dinning out these individuals typically
camping, and biking. Individuals who live in more
enjoy the great outdoors. They fish once to twice
frequent casual dinning restaurants with moder-
rural areas have three to four bedrooms homes
a year when on vacation or camping in areas that
ately priced dishes. This segment likes to do things
with large yards. Due to their larger sized property
have lakes or other medium sized bodies of water
for themselves, and will often take on small home
they often have a number of pets includes horses.
that are stocked with fish seasonally. This segment
improvement projects instead of hiring someone
enjoys outdoor activities such as camping, hiking,
to do it for them. They enjoy vacationing places
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
BENEFIT SEGMENTATION
that offer outdoor activities and accommodations
The individuals within this segment require that
in picturesque areas as apposed to major tourist
the products they purchase be well made, durable,
destinations. Individuals in this segment favor cars
them for activities, entertainment and other small
and reasonably priced. They demonstrate a high
that are reliable and receive good gas millage,
purchases. A small portion though have earn their
level of loyalty to brands who produce products
and are less concerned with the styling are design.
own money through part time jobs. Most of the
that meet their needs. Generally this segment is
young adults in this segment have a high school
not quick to purchase new products just because
diploma as well as a college degree. They work
they’re popular among the general public. Given
This segment consists of 35% female and 65%
in variety of fields and earning between $40,000
that the individuals in this segment have limited
male. The reason males make up a larger portion
to $55,000. The adults in this segment have the
or no fishing experience, they purchase entry-
of this segment is because they typically enjoy
same level of education as young adults and work
level equipment that is reasonably priced and sold
skiing, snowboarding, and biking. While a there is
outdoor activities such as camping, hunting, and
in the same fields, although since they have been
at large discount retailers or sporting good stores.
a small portion of this segment that participates
fishing more than females. In the last five years
working for a longer period of time they are more
mainstream sports such as baseball, football, and
though, the percentage of females in this segment
experienced. As a result they will generally earn
basketball, the majority are just avid fans. When
has risen and will likely continue to. Within in the
between $50,000 to $70,000 annually.
purchasing apparel products they are more inter-
fifteen to twenty years this segment will consist
ested in their durability, quality and comfort as
of a more balanced split between both genders.
GENDER SEGMENTATION
apposed to their style. These individuals are very
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION Individuals in this segment live in suburban areas or in areas just outside of them that typically have
careful consumers, and rarely purchase products they have not thoroughly researched or have not
Teens in this segment have access to low levels
large sized properties in more rural areas. Those
been recommended to them by close friends or
of disposable income since the majority of them
who reside in suburban areas live in two to three
family. While their purchasing decisions are always
are full time students. Typically their parents will
bedroom homes that have small to medium sized
influenced by price, when they find a product or
provide them with a weekly allowance or provide
backyards, and often have one to two pets. These
CAPABLE CASTERS & AMATEUR ANGLERS DEMOGRAPHIC SEGMENTATION TEENS WITH MODERATE EXPERIENCE
ADULTS INTERMEDIATE EXPERIENCE
AMATEUR TEEN TO ADULT ANGLERS
a higher percentage of males than the previous
RESEARCH ANALYSIS
segment because more males enjoyed their first
AGE & LIFECYCLE SEGMENTATION
fishing experiences and continue to fish throughout their adult lives.
This segment consists of teens to adults (15-45) from Generation X and Generation Y. They enjoy
INCOME SEGMENTATION
fishing several times a year and have a small to medium amount of fishing equipment they have
Teens within this segment have low to medium
purchased from large chain sporting good stores
levels of disposable income which is often provided
or large discount retailers like Walmart who carry
to them by their parents. A third to half of these
sporting goods. Typically they fish with friends
teens also have part time jobs they work at while
or other family members in lakes or small bodies
attending school or when on vacation. They also
of water near their homes and in larger bodies
tend to be more responsible with their money than
of water when on vacation. They often fish regularly
others their age, and are less likely to spend their
enough to purchase annual fishing licenses or
money on frivolous purchases. They will typically
permits. Teens and young adults in this segment are often introduced to the sport through family members or friends who are experienced anglers. Adults in this segment are the most experienced, and have been casual fishermen throughout their lives. This segment enjoys an active lifestyle and frequently participates in a variety of sports and
other outdoor activities. A large percentage of these individuals participate in school or amateur sports leagues. They very rarely purchase new products that they have not thoroughly researched or have been recommended to them by family or friends. Brand names have little influence on their purchasing decisions. Any purchases they make are based on the price, quality, and durability of the product. When dinning out they frequent casual dinning establishments that are reasonably priced and serve good portion sizes. As a result of their active lifestyle, they tend to be more health conscious about their diet than most people. GENDER SEGMENTATION
go on to earn a high school diploma and college degree. Young adults in this segment have graduated high school and are attending college or have already graduate and are working full time. Those young adults in the early stages of their career earn between $40,000 to $60,000 annually Adults have the same level of education as the young adults, and work in a variety of fields where they earn between $55,000 to $75,000 annually.
GEOGRAPHIC SEGMENTATION This segment lives in suburban areas or on the outskirts of big cities or towns. They live in three to four bedroom homes that have medium sized yards where their children can play. Their homes are often located within a short driving distance of nature preserves, national parks, or other large outdoor areas open to the public for activities like hiking, fishing, camping, and biking. Close to half of this segment lives in more rural areas with larger sized properties. Due to their larger sized property they often have a number of pets which sometimes includes horses. BENEFIT SEGMENTATION This segment requires products they purchase to be well made, reliable and reasonably priced. They are very loyal to brands which meet their needs,
Composed of 70% male and 30% female. Males
and are not quick to try new products or services
make up a larger portion of this segment because
simply because they are popular or new. When
they generally enjoy activities like hunting and
purchasing any product, its design or styling has
fishing more than females. This segment contains
little influence on their decision.
5.82
CHAPTER 5:
reeling in a new demographic
PROJECT:
re-branding & sub-brand product line creation
CLIENT:
SHAKESPEARE
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
5.83
5.86
CHAPTER 5:
reeling in a new demographic
PROJECT:
re-branding & sub-brand product line creation
CLIENT:
SHAKESPEARE
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
5.87
5.90
CHAPTER 5:
reeling in a new demographic
PROJECT:
re-branding & sub-brand product line creation
CLIENT:
SHAKESPEARE
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
5.91
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
In order to capture the attention of this new target audience I explored sub-brand names that were able to communicate a sense of experience and quality, yet were also catchy and memorable. My explorations led me to the name “Silverline” for the this new sub-brand. I used a script typeface since it beautifully suggested the fluid long flowing curves of a fishing line as it’s being cast into the water. I knew there needed to be a contrast between the typeface chosen for the re-branding and typeface used for the new subbrand that would always reside in close proximity to it. My explorations of typefaces that were able to effectively communicate the tradition, history and experience of the company lead me to chose the Rosewood Std. typeface. Wanting to maintain the visual imagery of the original script typeface, my explorations lead me to decide upon the Voluta Script Pro typeface. The very exaggerated capital “s” of this typeface family however was to vague and not immediately decipherable though. To solve this problem the it was hand modified to and slightly scaled down to create cohesive feel with the other letterforms. Recognizing the effective visual imagery of a fishing line be cast into the water the scripted typeface suggested, I designed the script style ornamentation to frame the re-branding and new sub-brand. By designing the lower ornamentation to be larger and visually support the elements above and designing the upper ornamentation to be smaller and visually lighter, I created a design that successfully communicated the superiority and tradition of Shakespeare with the way it resembled a crown. My final design incorporated a color palette that was able to communicate the company’s experience and history, with a brown that might be found in an old aged piece of wood on dock or pier. In order to contrast this colors mood and feel, I incorporated a brighter pastel color palette. Together these colors are able to effectively communicate Shakespeare’s rich history and experience, while at the same time giving the packaging desings a young, fresh and modern style voice to directly speak to this new target market.
COBRAM ESTATE PACKAGING DESIGN PACKAGING
6.96
CHAPTER 6:
aussie olive oil
PROJECT:
rebranding & package design
CLIENT:
COBRAM ESTATE
PROJECT OBJECTIVES
To create a new packaging design for Cobram Estate olive oils that visual communicates the products Australian origin, and their superior quality and flavor. Create a packaging design that effectively communicates the company’s Australian heritage and origin of the products. The design should also convey the brands awarded and recognized superior quality and respected reputation it has gained. These designs would benefit by incorporating the unique information graphics the company uses on its website to map the flavor attributes of each type of olive oil. In order to more effectively communicate the superior quality of brand’s products a new bottle with a more elegant and sophisticated shape should be used. To better establish this elegance and sophistication the bottles could be frosted in a gradation from top to bottom, or a mask could be applied to the bottles then frosted to create an image or pattern.
TARGET AUDIENCE RESEARCH ANALYSIS CONSCIENTIOUS COOKS
CAPABLE COOKS
THE RUN DOWN Every year more and more people are realizing the importance of
been farmed. The individuals within this segment are influenced by
maintaining a healthy well balanced diet and using high quality food
brand names, although they will rarely purchase a product simply
and ingredients when cooking. These people are also discovering
based on the name it carries. When these individuals come across a
that many of these higher quality ingredients and foods have richer
new product that appeals to them while grocery shopping, they’ll
more well rounded flavors. Individuals who realize the importance
carefully examine the back label or the portion of the package that
and benefits of using these higher quality ingredients make up the
contains the ingredient and nutritional information before deciding
target audience for Cobram Estate olive oils. The company’s prod-
to purchase it. While these consumer are concerned with the price
ucts attract a variety of customers of different ages and lifestyles,
of the products they purchase, they are more concerned with the
who not only cook out of necessity but because they enjoy to. This
ingredients, quality, and nutritional information. All of the individuals
target audience favors shopping at grocery stores that carry higher
within this target audience have intermediate to advance culinary
than average quality products. These stores will typically feature a
skills they have acquired from watching cooking television programs
large selection of specialty products made by smaller companies or
and reading cookbooks or magazines. This target audience pur-
brands who are focused on producing smaller quantities of higher
chases Cobram Estate olive oils because they recognize the superior
quality products. They also often offer organic produce, free-range
quality and are available in a variety of flavors and different types
meat and poultry, and feature fresh caught seafood that has not
that have been carefully crafted for specific uses.
CLASS:
packaging 2
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
6.97
CONSCIENTIOUS COOKS DEMOGRAPHIC SEGMENTATION FAMILIES
YOUNG ADULTS
CASUAL COOKS
families and are responsible for the grocery shop-
families walk or ride their bikes to school near by.
ping for their families. Those females which are
Young adults within this segment typically live
married or live with their partners also tend to be
in small two bedroom homes or apartments that
Composed of young adults to adults (28-70) of
the ones who primarily do the grocery shopping
are located in small cities within driving distance
Generation Y, Generation X, and the Baby Boomer
for their household. With the increasing interest in
of larger cities or metropolitan areas where they
Generation. They cook for themselves and their
home cooking brought on by television cooking
work. Adults with no children live in both these
family out of necessity and for enjoyment. Young
shows and television networks like Food Network,
types of areas in two to three bedroom homes or
adults within this segment are generally limited
the percentage of males is slowly rising.
apartments that are medium in size.
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
to cooking two to three times a week because of
INCOME SEGMENTATION
their busy work schedules. When they do cook
ages, and try to keep away from unhealthy snacks
though they prepare nutritious dishes in portions
and junk food. They typically purchase organic
Young adults in this segment are typically high
large enough to save smaller portions for meals
fruits & vegetables and free range poultry & meat
school graduates and have gone on to obtain an
later in the week. They are also very conscientious
whenever possible. Adults in households with no
associates degree or a bachelors degree. They
about their diet and try to eat healthy whenever
children enjoy cooking for themselves or for their
work in entry-level positions in a variety of fields
possible, although they often eat fast food or eat
spouse, family, and friends. The individuals within
directly related to their college degrees and earn
out at casual dinning restaurants that serve food
this segment are primarily concerned with quality
$35,000 to $45,000 annually. Adults within this
when purchasing products, and less concerned
segment are generally well educated with one to
with the price. They’re influenced by brand names
two college degrees and often work in leadership
when purchasing products and services, however
or management positions. As a result of having
they rarely purchase products simply base on the
worked in their positions for several years or their
brand name it carries. When purchasing apparel
leadership or management positions they earn
products and accessories for themselves and their
between $55,000 to $95,000 annually.
families they generally shop at big name department stores that carry reasonably priced products.
BENEFIT SEGMENTATION
GEOGRAPHIC SEGMENTATION This segment purchases Cobram Estate olive oils
The young adults and adults in this segment who
The majority of this segment who have families
because of the superior quality achieved through
which is not considered very healthy out of con-
don’t have children also occasionally shop at more
with children live in suburban areas in three to four
the traditional manufacturing process, and the
venience. The majority of adults in this segment
high-end department stores where they purchase
bedroom homes with medium sized yards for
unique flavor the olives contain from the regions
are married with families where they have one to
designer apparel products and accessories.
their children to play in. These areas are generally
in Australia where they are grown. These people
located one to two hours driving distance away
also purchase Cobram Estate because it’s available
from major cities or metropolitan areas where the
in several different flavors and quality types for
three children. When cooking for their families
GENDER SEGMENTATION
they require quality ingredients and products that allow them to maintain a healthy well balanced
This segment consists of 65% female and 35%
majority of people living there also have families
different uses. Olive oil blends created specifically
diet. Parents in these families try to provide their
male. Females make up a larger percentage of this
with children. Generally there is little vehicle traffic
for such uses as salad dressings, bread dipping,
children with healthy nutritious food and bever-
segment because a large portion of them have
or congestion, and many of the children in these
marinades, sautéing, and grilling.
CAPABLE COOKS DEMOGRAPHIC SEGMENTATION COOKING ENTHUSIASTS
DYNAMIC DABBLERS
TALENTED AMATEUR CHEFS
cook is because they thoroughly enjoy it. Often
in medium sized homes, townhouses, and apart-
they will often spend large portions of time on the
ments which have recently been remodeled or
weekend or on their days off cooking or baking
built. Often they will contain things such as built
Composed of adults (35-65) from Generation X
in the kitchen while listening to music or watching
in home theater systems, built in audio systems,
and the Baby Boomer Generation. These adults
television. The majority of these individuals are
remote security & electrical controls, solar panels,
have a passion for cooking and enjoy cooking
very open to trying unique foods and beverages
and digital control panels. They are often within
for themselves as well as their family, and friends
with unconventional flavors, and have a refined
close proximity to upscale shopping centers and
when entertaining. They have large to medium
flavor palette. As a result of their developed and
districts that feature bars, cafés, boutiques, and
sized kitchens that contain high-end appliances
refined flavor palette they also enjoy drinking a
fine dinning restaurants. The majority are within
along with a wide variety of high quality cooking
variety of wines that are often produced by small
tools and cutlery. Their cooking skill level is higher
lesser known wineries, apposed to other cheaper
to the recent popularity of cooking and restaurant
areas that are home to museums, theaters, and
than average and as a result they typically cook
mass produced lower quality brand name wines
review programs on television, and the growing
music halls these individuals will regularly visit.
dishes that tend to be labor intensive and have a
(Charles Shaw and Kendall Jackson). Many have
number of gourmet groceries stores which have
high level of difficulty. When purchasing grocer-
small wine coolers or medium to large sized wine
become very popular and continue open.
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
ies they typically shop at small specialty shops or
racks in their kitchens. Most of the individuals in
large gourmet grocery stores which carry high
this segment are married or live with their partner,
quality produce (often organic) and high quality
and have no children or no plans to in the future.
meat, fish, and poultry (often free range or not
GENDER SEGMENTATION
farmed). They often are very loyal to smaller food
driving distance of larger cities or metropolitan
INCOME SEGMENTATION These individuals are well educated with one or multiple college degrees. They often work in very technical or advanced fields like electrical engi-
brands whose products are of a higher quality
Composed of 50% male and 50% female. This
neering, medicine, micro biology, marketing and
level than larger more well known brands. Given
segment is divided equally between both genders
computer programing. The majority work over
their culinary skill level, they’ll often make their
currently. Although less ten years ago this seg-
forty hours a week and often travel several times
own elements or ingredients required for recipes
ment consisted of a higher percentage of females.
throughout the year for work. As a result of the
instead of buying them (chicken stalk, pie crusts,
The rise in the percentage of males is attributed
fields they work in and the high number of hours
BENEFIT SEGMENTATION
salsa, and applesauce). These individuals will often
they regularly work, they earn between $70,000
The individuals within this segment purchase
purchase produce and other goods from local
to $150,000 annually. They are also very financially
Cobram Estate olive oils because they are avail-
farmer markets where they are much more fresh.
responsible, regularly saving or investing large
able in variety of flavors and quality levels for
This segment typically has a large collection of
portions of their income.
all their cooking needs. They typically purchase
specialty cook books and subscribe to gourmet
GEOGRAPHIC SEGMENTATION
the higher quality olive oils because their able to clearly taste the difference as a result of their
food and wine magazines which have seasonal recipes, cooking tips, and product reviews. Many
The individuals within this segment live in small
sophisticated flavor palette. These individuals
of these individuals make a good living and do
cities and medium sized cities or towns that have
are very comfortable paying the higher price for
not need to cook out of necessity. The reason they
higher than average property values. They live
these products and believe it is well worth it.
6.98
CHAPTER 6:
aussie olive oil
PROJECT:
re-branding & package design
CLIENT:
COBRAM ESTATE
CLASS:
packaging 2
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
6.99
6.100
CHAPTER 6:
aussie olive oil
PROJECT:
re-branding & package design
CLIENT:
COBRAM ESTATE
CLASS:
packaging 2
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
6.100
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
In this rebranding and package project I created a design that was able to visually communicate the products Australian origin as well as its superior quality and specialty artisan blends with unique flavor attributes. Studying the company’s current branding and packaging, I felt they did little to communicate their products unique attributes to their target audience. After visiting a handful of grocery stores that carried the company’s products, I also realized that they lacked the necessary shelf appeal to visually stand out and communicate their superiority. In the rebranding solution I designed, I created an abstracted image of an olive branch where one of the olives housed their kangaroo logo. To communicate the quality and specialty artisan blends, the abstracted image incorporated subtle brush strokes on the outline of those shapes. I positioned this abstracted portion of the design on bottom of the front label due to its heavy visual weight and its ability to provide visual support for the other lighter elements above. It also suggested and provided a horizontal ground level for the olive tree illustration which leaned in from the right side. In order to visually communicate the products Australian origin, I used a color palette that was suggestive of the rocks, earth, and plant life found in that area. On the back label I incorporated the unique flavor web graphic used on the company’s website to communicate the particular flavor attributes of each blend of olive oil. I also successfully communicated the products superior quality through using an elegant tall tapered bottle structure that other products like premium top shelf spirits often have. The products superior quality was further visually established through cutting out masks with tree branch silhouettes for each bottle and then spraying them with a clear frosting that faded out towards the neck of the bottle just bellow the collar band.
THEOPENTABLE BOOK DESIGN PRINT
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CHAPTER 7:
running the table
PROJECT:
book design
CLIENT:
POCKET BILLIARDS
PROJECT OBJECTIVES
To create a book design about billiards for novice and intermediate players that presents information about the game’s history, rules, and techniques in a visually engaging manner. The book will open by looking at the games history and how it has evolved into the game it is today (would benefit from a time-line information graphic noting games important milestones and developments). Following this opening section the content will gradually move from basic rules and equipment to more advanced and complex topics. Information graphics will be created to help visually communicate text that discusses fundamental techniques and critical shots. These information graphics should incorporate a clear scale change between the different elements in order to create an effective visual hierarchy. The visual hierarchy established in these information graphics will carry the reader from them back to the copy (or vise versa) by elements within them extending from one page to another. Given that many of these information graphics will contain small point sized text, the design should use a sans serif typeface for these elements and any image captions, and a serif typeface for the body copy of the book.
TARGET AUDIENCE RESEARCH ANALYSIS NOVICE NEWCOMERS
PASSIONATE PLAYERS & EXPERIENCED SHOOTERS
THE RUN DOWN In recent years, playing pool has become more popular among
with the game that play on a regular basis for fun with friends and
people of all ages. Many teens and young adults play the game for
family or compete in amateur leagues at their local pool hall or sports
fun while hanging out with friends at local pool halls or bars while
bar. These individuals have a thorough understanding of the rules
having drinks. Often these individuals are unfamiliar with the exact
of the game and have developed an intermediate to advanced inter-
rules of the game and just enjoy shooting to pocket balls. Some
mediate skill level. Many of these players look improve their skills
find they enjoy the game enough to want to learn more the official
by learning new techniques and some of the most critical shots of
rules and fundamental techniques of the game. In order to further
the game by purchasing books that provide this information. These
their knowledge of the game, they purchase books that provide this
novice and intermediate skill level pool players make up the target
information. There are also other individuals who are more familiar
audience for “pocketbilliards theopentable.”
CLASS:
typography 3
INSTRUCTOR:
LIAN NG
CATEGORY:
7.109
NOVICE NEWCOMERS DEMOGRAPHIC SEGMENTATION TEENAGE STUDENTS
COLLEGE STUDENTS
YOUNG ADULTS
the early stages of their career. In their spare time
they earn an hourly wage (most often minimum
coffee shops, and small stores or boutiques that
they enjoy going out to eat or grabbing a drink
wage). Young adult college students within this
they frequent. The young adults in this segment
with friends at local restaurants, bars, and clubs.
segment have access to low levels of disposable
still attending college live on campus in student
Composed of young teens and young adults
Often times these establishments will have one
income that they obtain through part time jobs
housing and dorms, or in small to medium homes
(15-30) from Generation Y who have little or no
or more pool tables where customers can play a
and apartments they share with other students
experience playing the game. Many these indiv-
game while waiting for a table or while having
that are located within walking distance of their
iduals have played the game a handful of times for
drinks and socializing with friends. The individuals
school. Teens within this segment who still live
fun with friends or family at a local pool hall or
within this segment are up to date with the latest
with their parents, live in three to four bedroom
other business has public pool tables. When they
fashion trends and dress in contemporary apparel.
homes in small to medium size cities or towns
play, these individuals often just shot to pocket
and accessories. They purchases these products
in suburban areas.
balls and don’t play by any strict rules since they
based on their style and quality, and are less influ-
are generally unfamiliar with exact rules of the
enced by the brand name they carry. As a result
game. Teenagers within this segment are typically
of their very active social lives, they spend more
adults who have completed their education and
Individuals within this segment purchase books
in their third or forth year of high school or have
of their money on entertainment and activities
are just beginning their professional careers have
about subjects and activities they have recently
just recently graduated, and are still discovering
than they do material products.
a moderate level of disposable income. These
been introduced to because they want to learn
individuals spend large portions of their disposa-
more about them. They require the information to
ble income on entertainment and various other
be presented in an engaging easy to read format
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
new activities and experiences they enjoy. When
GENDER SEGMENTATION
hanging out with friends, these individuals enjoy
BENEFIT SEGMENTATION or the financial assistance of their parents. Young
other casual activities like bowling and miniature
This segment consists of 40% female and 60%
activities. They work in entry level positions in jobs
golf where they can socialize with their friends at
male. Males make a larger portion of this segment
directly related to their college degree and earn
the same time. These teens typically have a very
because they are more attracted to recreational
between $35,000 and $55,000 annually. The vast
active social life and are in constant communica-
games or activities like billiards and bowling. The
majority of these young adults do not save any
tion with their friends through social networking
gender segmentation for this group is likely to
portion of their income regularly.
websites, instant messaging, text messaging, and
stay at these levels for sometime. Females within
talking on the phone. The other portion of this
this segment generally only play with groups of
segment is composed of young adults currently
friends that consist of males and females.
attending college or have graduated, and are in
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION The young adults in this segment who are just beginning their professional careers live in large cities or metropolitan areas where their jobs are
Teens in this segment have a low to moderate
located, or in smaller cities located within driving
level of disposable income that is often provided
distance. They live in small to medium two bed-
by their parents in the form of an allowance. A
room apartments and homes, or in larger three to
small portion of teens within this segment how-
four bedroom homes or apartments they share
with graphics and images that help communicate
ever have part time or seasonal jobs they work
with other young professionals. Many of them are
and explain the subject mater. These individuals
at after school or on vacation. Typically these jobs
located within walking distance of commercial
want the most for their money, and typically check
are in the retail and food service industry where
streets or areas with a variety of restaurants, bars,
several other stores to locate the lowest price.
PASSIONATE PLAYERS & EXPERIENCED SHOOTERS DEMOGRAPHIC SEGMENTATION NOVICE NEWCOMERS
ADVANCED INTERMEDIATE YOUNG ADULTS
TALENTED ADULTS
within this segment generally work in leadership
in medium sized cities or towns with good school
or management positions these technical fields
districts for their children. They live in three to
and earn between $65,000 to $85,000 annually.
four bedroom homes in suburban areas that are
This segment consists of young adults to adults
The majority of these individuals are considered
primarily composed of other families. These areas
(35-55) from Generation X and the Baby Boomer
financially responsible and regularly save or invest
often have well maintained public parks or other
Generation. These individuals regularly play pool
portions of their income.
open space areas where people can walk, bike
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
with friends or family and sometimes participate
GEOGRAPHIC SEGMENTATION
in amateur leagues. Their skill level varies from intermediate to advanced intermediate. Most of these players have a thorough understanding of the basic rules, fundamental techniques, and strategies of the game. They enjoy playing because it is an activity they can play at a casual pace where they can socialize while playing. The majority of this segment prefers activities or hobbies that are
offer traditional cultural experiences that are not considered mainstream tourist destinations or attractions. When shopping for apparel products, their purchasing decisions are based on quality, durability, and style. GENDER SEGMENTATION
Young adults in this segment live in this segment live in small to medium sized cities or towns that are also home to the companies or businesses they work for. These individuals live in small one to two bedroom homes or apartments that they often share with other young professionals their age. Many of them are located near commercial streets or areas that have a variety of restaurants,
not physically demanding and can be done in the evening after work or anytime during the day.
Composed of 65% male and 35% female. Due to
coffee shops, bars and small stores or boutiques
They enjoy watching television programing that
the rising popularity of the game and increased
that they frequent. Adults in this segment typically
ride, and play sports. These homes are also closely
is both informative and entertaining, such as doc-
media coverage of professional tournament play
have families with one to two children and live
located to business areas or other cities where
umentaries and travel shows. Individuals within
in recent years, the percentage of females within
their jobs are located. A small percentage of these
this segment is slowly rising. The higher percent-
adults regularly commute forty to seventy miles
age of males can also be attributed to the sports
to their jobs in large cities or metropolitan areas.
bar type environment of pool halls.
BENEFIT SEGMENTATION
INCOME SEGMENTATION The individuals in this segment purchase this Individuals within this segment are typically well
type of book to brush up on the key fundamentals
educated, possessing one or sometimes multiple
of the game and to study the most common and
college degrees. They work in fields that are con-
critical shots in order to improve their game. They
this segment also enjoy visiting museums and art
sidered technical, such as computer programming
enjoy reading in their spare time, and will often
galleries, and attending theater performances or
and electrical engineering. The young adults in
reread their favorite books multiple times. Many
concerts. When traveling, they prefer to travel to
this segment work in entry-level positions earning
of them have medium to large size book collec-
destinations that have historical significance or
between $40,000 to $65,000 annually. Adults
tions consisting of wide a variety of books.
7.110
CHAPTER 7:
running the table
PROJECT:
book design
CLIENT:
POCKET BILLIARDS
CLASS:
typography 3
INSTRUCTOR:
LIAN NG
CATEGORY:
7.111
7.114
CHAPTER 7:
running the table
PROJECT:
book design
CLIENT:
POCKET BILLIARDS
CLASS:
typography 3
INSTRUCTOR:
LIAN NG
CATEGORY:
7.115
7.116
CHAPTER 7:
running the table
PROJECT:
book design
CLIENT:
POCKET BILLIARDS
CLASS:
typography 3
INSTRUCTOR:
LIAN NG
CATEGORY:
7.117
7.118
CHAPTER 7:
running the table
PROJECT:
book design
CLIENT:
POCKET BILLIARDS
CLASS:
typography 3
INTSRUCTOR:
LIAN NG
CATEGORY:
7.119
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
The design solution that I created for this book on billiards successfully visually communicated the subject matter it addressed through the layout and design of typographic and graphic elements. In the first chapter of the book were it discussed the games origin and evolution I created a timeline information graphic that featured some of the most important events and moments in its history. I designed this information graphic to visually suggest a cue ball being struck by a cue stick and its movement after impact with the solid burgundy curved line on the left symbolizing the cue stick, and the radiating lines of text symbolizing the possible directions for its movement. The act of a cue stick striking the cue ball and its horizontal movement was further suggested in other typographic elements and page layouts throughout the book. This was achieved for pull quotes that appeared on pages with full bleed images by the staggered lines of text moving in from the left side and the solid white bars that visually pushed them across or into the page. On pages with long columns of copy extending from the top to the bottom of the page, pull quotes were designed to pierce the columns of copy and extend into the white space next to them or into the adjacent column of copy. The design I created also involved the creation of many diagrams illustrating the angles and velocity needed for critical shots and techniques. The different sizes and weights of objects and text used for these graphic elements worked to create a clear visual hierarchy leading the reader from one element to the next in the proper order, as well visually directing them to the next page or spread. The book logo that I designed for this project was also incorporated into the slipcase that I hand fabricated. I created an embossed version of it on the cover of the slipcase by creating a die cut of the design on a piece hundred pound matte paper in the same rectangular dimensions of the front panel, then spray mounting it to that panel before covering it with cloth. After covering it with cloth I carefully burnished the small intricate shapes using a small square shaped burnishing tool that I created out of balsa in the same dimensions as the small squares.
BLUE POSTER SERIES PRINT
8.124
CHAPTER 8:
feeling blue
PROJECT:
experimental typography poster series
CLIENT:
BLUE
PROJECT OBJECTIVES
To design a poster series using experimental typography, which are tied together by using a blue color theme. The subject matter for these posters is open to all topics, themes, or associations related to the color blue. Experimental typography will be created to visually communicate the subject matter, message, or personal interpretation of anything that can be associated with the color blue. These typographic solutions can be created in any manner or medium, just as long they are created using unconventional, experimental, modified, abstract or interpretive letterforms that work towards communicating the focus or topic of each poster.
TARGET AUDIENCE RESEARCH ANALYSIS SOCIAL CAUSES & PUBLIC SERVICE ANNOUNCEMENTS
PERSONAL INTERPRETATIONS & SYMBOLIC REFERENCES
THE RUN DOWN The target audience for this poster series focusing on social causes,
posters for this target audience is to introduce, inform, educate,
public service announcements, symbolic references, and personal
and remind them of certain topics or subjects. Those posters that
interpretation consists of a very wide range of individuals. Ranging
are created to communicate or demonstrate personal interpreta-
from children to adults of both genders, and people of all ethnicities,
tions and symbolic references to certain topics or subjects target
religions, lifestyles, and sexual orientations. Those individuals who
individuals who have an appreciation for a variety of art forms and
make up the target audience for posters addressing social causes
artistic expressions. Some of these individuals are drawn to these
and creating public awareness are receptive or open to the infor-
posters primarily because they find the design, imagery, or artistic
mation they provide or topics they address because regardless of
style they contain aesthetically pleasing. Others are drawn to these
their personal beliefs and feelings, they are able to understand the
types of posters because they find deeper meanings within them
basic underlying good intentions behind them. The purpose of these
that speak to them on an intellectual or spiritual level.
CLASS:
typography 4
INSTRUCTOR:
LIAN NG
CATEGORY:
8.125
SOCIAL CAUSES & PUBLIC SERVICE ANNOUNCEMENTS DEMOGRAPHIC SEGMENTATION CHILDREN
TEENAGERS
YOUNG ADULTS
ADULTS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Composed of individuals of all ages (10-85) from Generation Y, Generation X, and the Baby Boomer
SENIORS
that pertain to or affect one gender more than the
ages and ethnicities, while others reside in much
other, there are so many issues and topics that
more rural areas where their nearest neighbor
they address that they equally balance out overall
might be miles away. As long as these individuals
between both males and females.
are exposed to basic forms of media like news-
INCOME SEGMENTATION
Generation. Individuals within this segment are
papers and television in the areas they reside in, are potential members of this target audience.
the target audience for a variety of purposes and
common for these teenagers and young adults to
This segment is composed of individuals of all
reasons. The goal of these posters for children
be more receptive to information or warnings
educational and income levels. Like the previous
and young teenagers is to introduce and educate
about this deadly act when it is addressed by a
gender segmentation analysis, there are certain
neutral third party and not their parents. The com-
The individuals in this segment are open to the
them about social causes and public services. It
social cause and public service announcements
munication goal for adults and seniors in this
information and messages contained in posters
is important to teach them about these particular
that pertain to or are directed at individuals of
segment when addressing these types of issues
which address various social causes and public
topics at their age because it will allow them to
specific educational levels or income levels. For
is to introduce, educate, and remind. There are
service announcements because they understand
example, some statistics suggest that individ-
social causes and public service announcements
the importance being introduced to new infor-
uals who have obtained a high school education
that address issues many adults and seniors may
and have attend college, are considered to be
be unaware of because they were not considered
well educated, making them much less likely to
issues or causes that were important enough to
participate in most types of criminal activities.
publicly address before. One topic that continues
Another example, is those individuals who have
to become increasingly important to address,
experience financial struggles and currently live
develop good habits or an awareness that will not
is the growing number of people who are forced
in poverty or have lived in poverty for period of
only rewards themselves, but others in their local
to work for just a few cents an hour in foreign
time in their lives, give more money to charities
community or around the world. For example, it’s
manufacturing facilities, producing clothing for
than those who are considered wealthy.
becoming increasingly important to inform and
popular apparel companies. While many seniors
teach these young individuals the importance of
and adults might be aware of these unfortunate
water conservation. The majority of teenagers
circumstances, they might not realize how wide-
and young adults are aware of the most common
spread this problem has become and how it will
social causes or topics and messages of public
continue to grow unless people become aware
service announcements already. So the communi-
of those companies who rely on exploiting these
cation goal for this segment is to remind them
workers for own benefit and financial gain.
of these messages, and why they are important.
GEOGRAPHIC SEGMENTATION
BENEFIT SEGMENTATION
mation or the awareness they attempt to maintain.
Individuals in this segment live in wide variety
These individuals aren’t always open or receptive
of areas. Some reside in busy metropolitan areas
to the particular messages or topics they address
that are densely populated by individuals of all
due to a variety of reasons. These reasons can include their geographic segmentation, religious beliefs, economic status, social class, ethnicity, sexual preference, age, and ignorance. The vast
GENDER SEGMENTATION
of these individuals though, regardless of their
Most teens and young adults have been told by their parents or peers the dangers of drinking and
This diverse segment consists of equal portions
personal beliefs and feelings, clearly understand
driving many times before, yet it’s a topic that
of males and females. While there are particular
the basic underlying good intentions behind the
deserves to be continuously addressed. It is very
social causes and public service announcements
creation of these posters.
PERSONAL INTERPRETATIONS & SYMBOLIC REFERENCES DEMOGRAPHIC SEGMENTATION TEENAGERS
YOUNG ADULTS
ADULTS
teens appreciate this style of artwork because it’s
percentage of these individuals, there is a direct
the personal interpretation of the artist it cap-
popular among their peers, while others are able
correlation between their educational level and
tures. The one common characteristic that all of
to identify the symbolism and or messages they
income level, and the type or style of art they are
these individuals share is their appreciation for
Consisting of teenagers to adults (15-65) from
communicate. These different types of appreci-
attracted to. Those individuals in this segment
certain types of art for one reason or another.
Generation Y, Generation X, and the Baby Boomer
ation for artwork also applies to young adults and
who have achieved multiple college degrees and
Generation. Individuals in this segment have an
adults who are very often attracted to modern
work in high paying fields are often more likely
appreciation or for wide range of different types
minimalist abstract paintings or classic works of
to prefer the artwork of famous iconic classic or
Individuals within this segment live in a variety
of art for a variety of different reasons. Some of
art created by legendary greats. Some of these
contemporary artists such Claude Monet and
of areas and rent or own a broad range of homes
these individuals have an appreciation for certain
individuals appreciate artwork simply cause they
Mark Rothko. Another example would be those
or apartments. The areas they live in also often
types of art because they’re professional artists
find it visually appealing, and others consciously
individuals with only a high school diploma who
influence the types of artwork they are attracted
and designers who work with the same mediums
or unconsciously appreciate artwork because of
to or prefer. For example, individuals who grew
in similar styles, while other individuals simply
the affluence or social status that is associated
up and live in rural areas in the Midwest might be
have an appreciation for various types of artwork
with them. Regardless of their different taste and
drawn to or prefer classic Americana folk art,
because it is visually pleasing and or recognize
reasons for preferring certain types of artwork,
as result of primarily being exposed to this style
the skill, vision, and artistic interpretation of the
these individuals are the target audience for those
of artwork and not more traditional fine art that
artist. Teenagers for example typically have an
posters that demonstrate unique personal inter-
is typically found at large museums in major cities.
appreciation for modern style graphic design or
pretation or make symbolic references to a variety
graffiti art because it is commonly seen in the
of subject, themes, or beliefs.
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
latest designer fashions trends and on the album
GEOGRAPHIC SEGMENTATION
BENEFIT SEGMENTATION These individuals are attracted to posters which
GENDER SEGMENTATION
covers of popular music groups. Some of these
demonstrate a unique personal interpretation or This segment is equally composed of females
make a symbolic reference to a variety themes,
and males. Like the previous gender segmentation
topics, or subjects because they have an appreci-
analysis, certain styles of artwork or the subject
ation for a variety of forms of artistic expression.
matter/messages they visually communicate are
Some of these individuals are attracted to artistic
often more appealing to one gender.
works because they just find them aesthetically work in jobs with low annual salaries or are paid
pleasing and entertaining to look at. Others find
by the hour that prefer urban style graffiti art
themselves drawn to certain pieces of artwork
The individuals who compose this segment are
created by artists such as Banksy. This tends to
because of they are able to find deeper meanings
often well educated, with one or multiple college
be a broad generalization though, and certainly
within them, like an artist’s social commentary
degrees (teenagers who are still in high school
does not apply to all individuals within this group.
or unique historical interpretation on a well-known
typically go onto to attend college and earn one
For some the artistic style or medium used isn’t
event. For whatever reason, all individuals within
or multiple college degrees as well). For large
as important as the message it communicates or
this target audience have an appreciation art.
INCOME SEGMENTATION
8.126
CHAPTER 8:
feeling blue
PROJECT:
experimental typography poster series
CLIENT:
BLUE
CLASS:
typography 4
INSTRUCTOR:
LIAN NG
CATEGORY:
8.127
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
This project began by conducting extensive research and explorations into what the color blue is most commonly associated with and sybolizes. Many of the associations related to the color blue that I discovered or identified in the initial stages of the design process were very literal and basic. Most of these initial discoveries proved to lack the depth or sustenance for creating unique experimental typographic design solutions. They did however provide me with an invaluable starting point to build upon, and led me expand my explorations to areas I never initially considered. The more I pushed myself to find topics and subjects that were not most commonly associated with the color blue, the more I found unique possible experimental typographic design solution for the color blue. For example, when I discovered that blue ribbons and the color blue were commonly used to create awareness about child abuse prevention, it quickly lead to a variety of possible experimental typographic solutions. The solutions I explored were based upon the idea of which typefaces or forms visually captured or communicated the voice of a child subjected to abuse speaking or crying out for help. This led to deeper explorations of typographic forms that people would easily and instantly associate with children. One of the typographic forms I discovered which was most successful was the wooden alphabet blocks that many children have. I created the experimental typographic design for creating awareness about this topic by taking the necessary characters for the statement (and a few extra for the background) it would contain and removed the bright primary colors they were painted with by sanding off the paint and then applying a primer base coat of white paint. I then mixed four different shades of blue and hand painted each block with three coats for a rich a deep blue color. The name for the poster really created itself once the piece was constructed and photographed. This poster design was successful and effective at clearly and quickly communicating the message due to its simplicity. Another experimental typographic solution that worked very well at clearly visually communicating the subject matter or awareness message, was the poster for creating awareness about the real cost of denim. For this piece I created a designer style clothing tag which contained the awareness message using three distinct typefaces. In order to create an effective visual hierarchy and scale change between the different pieces of information, the text was set in various weights and colors for the main printed portion, and the word “ Denim� was created by making an embossing template and then embossing the word by hand. This project proved to be very challenging and time consuming for all the typographic forms that were hand fabricated, but was also very rewarding when seeing the finished pieces.
No. 409 NATURAL ORIGINS PACKAGING, IDENTITY
9.142
CHAPTER 9:
sustainable solutions
PROJECT:
sub-brand identity creation & packaging design
CLIENT:
CLOROX 409
PROJECT OBJECTIVES
To design a sub-brand identity & packaging system for a new natural eco-friendly cleaning product line for Clorox’s Formula 409. Products created for this new line will be made using natural ingredients with no harsh or abrasive chemicals. These products will be available in traditional applicators or bottles, but refills for those items will be offered in reduced material packaging, such as cartons or refill containers. To visually differentiate these products from other 409 and Clorox cleaning products, the packaging designs should use subdued earth tone or pastel colors and not the high contrast or complimentary colors typically used. This new product line could also differentiate itself from traditional cleaning products by using unique packaging structures and minimizing the large areas white colored negative space frequently found on the packaging or containers of cleaning products. The sub-brand name should clearly communicate the products natural sustainable ingredients and tie in with the brands name.
TARGET AUDIENCE RESEARCH ANALYSIS ENVIRONMENTALLY CONSCIOUS CONSUMERS
CONSUMERS WITH SENSITIVE SENSES
THE RUN DOWN A growing number of consumers are becoming more concerned
recycling as much as possible. This influences them to try and pur-
with the ingredients used in home cleaning products they purchase.
chase products that are packaged using sustainable or recyclable
These individuals realize that many of the chemicals used in these
materials whenever possible. There is another segment of consumer
cleaning products are not only harsh and abrasive on their skin, but
who seek cleaning products made from natural ingredients that
on the surface they clean as well. They also often have negative
are mildly fragranced due to chemical allergies or sensitivity issues.
effects on the environment due to manufacturing methods used to
These conditions limit them to purchase cleaning and personal
produce them, and because they are not made from sustainable
hygiene products that meet these requirements. Together these
resources. Additionally many consumers are realizing the need to
two segments of consumers make up the target audience for
reduce their environmental footprint through waste reduction and
409 Natural Origin cleaning products.
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
9.143
ENVIRONMENTALLY CONSCIOUS CONSUMERS DEMOGRAPHIC SEGMENTATION FAMILY HOUSEHOLDS
ADULTS
YOUNG ADULTS
SMALL BUSINESSES
postpone purchasing certain products until they
franchises. Young adults in this segment live small
are on sale or until they find coupons for them.
one to two bedroom apartments or homes that
These responsible consumers always sort out all
are located in the same large cities or metropol-
Consists of young adults to adults (25-65) from
recyclable materials from their waste and often
itan areas where they work. Due to the fact that
Generation Y, Generation X, and the Baby Boomer
even sort out compostable materials also. Their
the majority of these individuals do not have any
Generation. These consumers are aware of the
concern for reducing waste motivates them to
children and are not married, the choose to live
growing importance and need for more products
do things like, refill a thermos or bottle instead of
which are made from sustainable materials and
buying large packs of small plastic water bottles
viduals work full time in a variety of fields and
they offer. These areas often have a wide variety
are able to minimize their environmental footprint
and bringing their own reusable shopping bags to
earn between $55,000 to $95,000 annually. This
of stores, retailers, and shopping centers that
the store when shopping. Those individuals who
provides them with low to moderate levels of
carry the latest products. They also have a large
are financially able have solar panels that produce
disposable income, and are generally responsible
number of restaurants, bars, clubs, theatres, and
all or the majority of their energy, energy effi-
with their finances. Adults with children often
performance centers they frequent.
cient instant hot water heaters, and other energy
regularly save small portions of their income for
efficient home appliances. Many individuals in
their children’s future college expenses. Young
this segment also own hybrid or electric cars, or
adults in this segment are well educated with one
Individuals in this segment purchase products
other cars that receive high gas millage which
or multiple college degrees and are in the early
that are made with natural and sustainable ingre-
enables them to dramatically reduce their carbon
stages of their professional careers. On average
dients because they recognize the importance
footprint. Their purchasing decisions are rarely
they earn between $35,000 and $60,000 annu-
preserving our environment. These individuals also
influenced by brand names or the popularity of
ally, and have a low level of disposable income.
actively attempt to reduce their environmental
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
by using recyclable materials whenever possible for packaging to lower landfill waste. They clean their homes regularly with a variety of cleaning products for specific cleaning purposes (such as surface cleaner, window cleaner, dusting polish, toilet bowl cleaner, disinfectant, floor cleaner, etc.) This segment typically purchase their cleaning
in these areas because the nightlife and activities
any particular product or service. GEOGRAPHIC SEGMENTATION GENDER SEGMENTATION
BENEFIT SEGMENTATION
footprint by purchasing products that are made from or packaged in sustainable and recyclable
Adults in this segment typically live in medium
materials. They want products which are able to
This segment is composed of 65% female and
homes with three to four bedrooms in suburban
meet these needs, but aren’t willing to purchase
35% male. Females make up a higher percentage
areas that are located in medium size cities or
these products if they cost considerably more.
supplies from grocery stores and large discount
of this segment because a large portion of this
towns which are primarily composed of families.
retailers while shopping for other goods. They
target audience segment is composed of family
Given the large percentage of adults who have
purchase cleaning products primarily based on
households, and they’re most often the person
families in this segment, these homes are typically
their effectiveness and performance, but based
who accomplishes the grocery shopping.
located in close proximity to metropolitan areas
their smell or fragrance. While they prefer and try
or large cities or where they work. These areas are
INCOME SEGMENTATION
classified as middle class neighborhoods that
to buy natural cleaning products, they are not willing to purchase those products if their price
All adults with families and single adults within
often have a few medium sized shopping centers
is significantly higher than traditional chemical
this segment have at least a high school diploma.
directly in the area with variety of major chain
based cleaning products. Individuals in this seg-
The majority are well educated, possessing one
stores and retailers. Generally restaurants that are
ment want the most for their money, and often
or multiple college degrees. Typically these indi-
located in these areas are also major chains or
CONSUMERS WITH SENSITIVE SENSES DEMOGRAPHIC SEGMENTATION PARENTS OF CHILDREN WITH SENSITIVE SENSES & ALLERGIES
INDIVIDUALS WITH CHEMICAL SENSITIVITY
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
INDIVIDUALS WITH CHEMICAL ALLERGIES
positions where they’re paid and hourly wage and
cities and towns that are located within proximity
receive basic benefits such as health and dental
of larger cities or metropolitan areas where they
insurance. These positions are often in the retail
work. A small percentage are only able to live in
This segment consists of infants to adults (1-75)
and food service industries. Those Individuals
particular areas as a result of their medical con-
from Generation Y, Generation X, and the Baby
posses a one or multiple college degrees or work
ditions or the medical conditions of other family
Boomer Generation. Individuals in this segment
full time in a variety of fields and earn between
members. For example, those individuals with
require cleaning products that are made from nat-
$55,000 to $95,000 annually. They have low to
allergies or sensitivity issues are sometimes forced
moderate levels of disposable income, and are
to live cites or areas where there are less plant
generally responsible with their finances and have
allergens of or higher air quality. Or they may be
good credit ratings. Adults with children in this
required to live within close proximity of certain
segment frequently save portions of their monthly
medical specialists or hospitals.
ural ingredients due to medical conditions such as chemical sensitivity, chemical allergies, or as a result of having a sensitive sense of smell. The chemicals ingredients frequently found in many traditional cleaning products and solutions can cause these individuals moderate discomfort to severe life threatening allergic reactions. Others in this segment who suffer from scent sensitivity, seek cleaning products that are unscented or mildly fragranced for their comfort (this includes mothers with infants or small children). Due to
are not packaged in those materials. Individuals in this segment are often very loyal to particular brands and products that meet their needs, and rarely try new brands or products unless they have been recommend by other individuals with similar conditions or medical professionals. To ensure they never run out of any of the products their conditions limit them to, they typically purchase two to five items at a time and never wait
income in preparation for their children’s college expenses. Those adults with children that suffer from the medical conditions discussed typically look for employment positions that not only provide competitive financial compensation, but
until they run out before purchasing more.
also provide extensive health insurance plans that
GENDER SEGMENTATION
cover the needs of their children.
these different conditions, they are restricted to a
GEOGRAPHIC SEGMENTATION
small selection of cleaning products which are
Composed of 50% and 50% female. Due to the
often not sold at major grocers and convenient
fact that these medical conditions and sensitivity
These individuals live in small to medium size
stores. When purchasing cleaning and personal
issues affect both genders equally. More adult
homes and apartments in a wide variety of areas.
hygiene products, these consumers demand pro-
women tend to purchase these type of products
A large portion of this segment shares the same
These consumers purchase cleaning products
ducts made from natural ingredients that are
however since a considerable portion of them
geographic segmentation as the last segment and
that are made with natural ingredients that meet
scent free or mildly fragranced and are willing to
are purchasing these products for their infants or
lives in suburban neighborhoods in medium size
their special needs, and are typically very loyal
pay higher prices for those products that meet
children who suffer from chemical allergies and
to certain brands or products. While individuals in
these needs. Many individuals in this segment are
chemical sensitivity, or scent sensitivity issues.
this segment are concerned with the price of
concerned with reducing their environmental
INCOME SEGMENTATION
BENEFIT SEGMENTATION
natural cleaning products, they are willing to pay higher prices for those products that meet their
footprint, and like to purchase products that are packaged in recyclable or sustainable materials
Individuals within this segment typically have at
needs. They also prefer to purchase products that
when possible. However, due to their conditions
least a high school diploma. Those who have not
are made from or packaged using sustainable
they are frequently forced to buy products that
attended college generally work in entry-level
and recyclable materials when possible.
9.146
CHAPTER 9:
sustainable solutions
PROJECT:
sub-brand identity creation & packaging design
CLIENT:
CLOROX 409
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
9.147
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CHAPTER 9:
sustainable solutions
PROJECT:
sub-brand identity creation & packaging design
CLIENT:
CLOROX 409
CLASS:
packaging 3
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
9.151
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
The new sub-brand name I created for this project clearly communicated the products gentler sustainable ingredients, and also worked well as an add on to the 409 name through abbreviation. The sweeping flowing contour lines of the leaf created for this new identity mark also provided the same visual structural support for the number nine in the brand name just as the bottom curved line segment does in the original brand identity. In order to communicate this new product line’s advanced natural formula I explored graphic elements that incorporated the chemical structure of common natural ingredients used in other cleaning products. These explorations led me to the hexagon pattern which fades in on the front edges of the packaging and labels and extends around to the back. Wanting to clearly differentiate this new product line from other traditional cleaners I wanted to use unique packaging structures that were not used by any of those other products. The structures I selected were not only able to provide this differentiation, but also tied into the hexagon pattern incorporated into the design with their six panels. In order to further differentiate this new product line from traditional cleaners as well as visually communicate their sustainable ingredients and packaging materials, I decided to use a pastel color palette, as apposed to the vibrant primary artificial looking colors typically used for the packaging of traditional chemical based cleaning products. The subtle fade in gradation of the hexagon pattern also worked to effectively visually communicate the gentle yet effective nature of these new products.
FLAVOR FLUX MAGAZINE CONCEPT PRINT & IDENTITY
10.156
CHAPTER 10:
formulating a new flavor
PROJECT:
concept magazine creation
CLIENT:
FLAVOR FLUX
PROJECT OBJECTIVES
To create a new publication that focuses on the latest flavor trends and how they are being incorporated by chefs, and into new products by the food and beverage industries. This publication should focus on current flavor trends and also identify the next big flavor trends right around the corner. Feature stories should examine the characteristics of new flavors as well as any health benefits associated with the unique ingredients that contain these flavors. Editorials and other articles should examine chefs who are already incorporating these flavors, and new food and beverages products that contain these flavors. Other topics or subjects will include recipes, reviews of new culinary tools used for cooking or creating drinks with those ingredients, and restaurant reviews. The visual style created for this publication should reflect the innovative, experimental, and contemporary subject matter it focuses on. This will be accomplished through the use of innovative typography and layouts that have a modern flare, whose structure is inspired the type of lines and forms seen in modern architecture.
TARGET AUDIENCE RESEARCH ANALYSIS TRENDY TASTERS
CULINARY CREATIVES
INDUSTRY INNOVATORS
THE RUN DOWN With the steadily rising popularity of cooking and restaurant review
are anxiously looking for ways to stay informed. These culinary cre-
programs on channels such as the Food Network, there is a growing
atives, industry innovators, and foodies all enjoy frequently dining
market of foodies, chefs, restaurateurs, and business professionals
out, and have a preference for fine dinning and critically acclaimed
working in the food and beverage industry who are always actively
restaurants that feature tasting menus and molecular gastronomy
looking for the next big flavor trend to capitalize on. As a result of
prepared well known or celebrity chefs who are typically some of
the increase in television programing and magazines that focus on
the first to implement the latest flavor trends. Given their passion
new culinary trends and restaurants the average consumer is now
for food and beverages, its not surprising that the majority of these
becoming more informed the latest developments. This means that
individuals as enjoying cooking for themselves or for guests when
those people who work in the restaurant and food and beverage
entertaining. When they do, they prepare dishes and serve cocktails
industries need to be able to identify the next new flavor trend even
(or other drinks) featuring these new flavor trends and often serve
more quickly in order to capitalize on it. It also means that those
wines which compliment those flavors. With this target audience in
trend-setting foodies who pride themselves on being able to iden-
mind the concept for Flavor Flux Magazine was created to keep
tify the newest flavor trends before the rest of the general public
this target audiences well informed of the next big flavors trends.
CLASS:
print 1
INSTRUCTOR:
CLAUDIA MIDDENDORF
CATEGORY:
identity & print
10.157
TRENDY TASTERS DEMOGRAPHIC SEGMENTATION FOODIES
COOKING ENTHUSIASTS
YOUNG ADULTS
CULINARY STUDENTS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Consists of young adults to adults (25-45) from Generation Y and Generation X. These individuals
interested in the latest food and flavor trends. The
is less responsible with their finances, electing to
percentage of males is likely to increase however
spend most of their income to enjoy themselves.
in the future, as more become interested in food
Some individuals in this segment have inherited
and the culinary industry.
or obtained sizable amounts of money through trusts provided for them by family members.
INCOME SEGMENTATION
frequently dine out at the latest new restaurants
GEOGRAPHIC SEGMENTATION
that serve the latest style cuisine or prepare dishes
These individuals are typically well educated with
using the latest culinary techniques and trends.
one or more college degrees. They work in a wide
Individuals in this segment reside in large cities
On special occasions or to treat themselves they
variety of professional fields and are very career
or in smaller cities and towns located just outside
will visit critically acclaimed or awarded establish-
oriented. As a result they make a good living earn-
of large metropolitan areas. They live in areas like
ments, such as those who have received Michelin
frequently purchase designer apparel products
ing between $60,000 to $125,000 annually. This
these because they have a very active social life,
stars or are home to celebrity chiefs. Due to the
and accessories. The reason they purchase these
provides them a sizable disposable income which
frequently eating out, attending concerts, going to
frequency with which they dine out, they are very
products is because of their style and the status
enables them to purchase the high-end products
music clubs, visiting museums, and attending a
well informed of the latest flavor trends. One of
symbolism associate with them. This also extends
and services they prefer. The vast majority are very
variety of other social events. Individuals who live
the reasons they read this type of publication is to
to the type of cars they purchase, leading them
financially responsible, regularly saving portions
in cities typically own or rent an apartment, flat,
learn how to prepare new dishes incorporating
to purchase luxury sedans, sport utility vehicles or
of their income or investing it. A small percentage
or loft that is located in the center of the city. The
the latest flavor trends. Their love of all food and
sports cars. When vacationing these individuals
other portion of this segment that lives in smaller
beverages allows them to be more open to new
enjoy traveling to international destinations which
cities or towns in close proximity to large metro-
flavor experiences and gives them a more refined
offer unique cultural experiences and activities
politan areas own townhouses or small homes
flavor palette than other people. This segment is
or those that feature luxurious accommodations
that are designed in a modern architectural style.
also very update with the latest fashion styles, and
where they are able to pamper themselves with
BENEFIT SEGMENTATION
high quality service. This segment also tends to be very health conscious, eating a well balanced diet
They subscribe or purchase this publication to be
and exercising regularly at a local gym or by parti-
up to date with the current flavor trends. Many of
cipating in recreational sports. Over fifty percent
the individuals in this segment pride themselves
of the households in this segment have no children
on being “trendsetters,” and often turn their friends
or no desire to in the future.
and family onto the latest food, beverage, flavor, and restaurant trends. They also read this publica-
GENDER SEGMENTATION
tion because they enjoy cooking and entertaining, This segment is composed of 45% male and 55%
and it contains recipes that incorporate the latest
female. Females make a higher percentage of this
flavor trends, new culinary techniques, and new
segment because they generally tend to be more
products featuring the latest flavor trends.
CULINARY CREATIVES & INDUSTRY INNOVATORS DEMOGRAPHIC SEGMENTATION CHEFS
RESTAURATEURS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
MIXOLOGISTS
SOMMELIERS
BAKERS
FOOD & BEVERAGE MANUFACTURERS
feature these latest flavor trends. This segment
industries, where they are required to be aware
subscribes or purchases this publication to gauge
of the next new flavor, food, and beverage flavor
the success of flavor trends and to find ways to
trends before the general public.
This segment consists of young adults to adults
to implement them. Reading the publication also
(25-65) from Generation Y, Generation X, and the
allows them to analyze the current movement in
INCOME SEGMENTATION
Baby Boomer Generation. They enjoy eating out
These individuals are typically well educated with
at casual fine dinning to fine dinning restaurants
one or multiple college degrees in areas which are
as well as those which offer tasting menus and
directly related to the fields they work in. Given
molecular gastronomy menus. These individuals
that a large portion of this segment works in lead-
recognize the importance of being the first to
ership or management positions in their field or
implement these new trends into their menus and
industry, they have a higher than average income
products in order be able to quickly capture and
level. On average they earn between $60,000 to
capitalize on the lucrative market segment which
$150,000 annually. Individuals in management or
frequently dines out and purchases the latest
leadership positions in large food and beverage
new flavored products. Another reason that those
manufacturers or restaurant chains frequently earn
who work in the restaurant industry frequently
even more. These above average income levels
dines out is because it allows them to check out
provide this segment with a high level of disposable income, allowing them to purchase the high
other restaurants that they compete with. The individuals within this segment typically purchase
flavor trends to try and predict what the next new
quality products and service with little concern of
their groceries from gourmet grocery stores that
trend in flavors might be. Although this segment
their price. They are very financially responsible
frequently eats out, they enjoy cooking for them-
and often have less debt than the most people.
selves, family, and friends at home. Generally this segment aware of trends in other industries such as fashion, music, and architecture. They have a highlevel of disposable income allowing them to purchase the latest products and services they desire. This segment purchases apparel products and accessories produced by designer brands. GENDER SEGMENTATION
GEOGRAPHIC SEGMENTATION
a higher than average property value and are considered upper class neighborhoods. Those who live in small cities or towns own homes with four to five bedrooms and large well manicured yards, and often have children. These homes are located in good school districts close to larger cities or metropolitan areas a wide variety of restaurants, museums, and theaters. The other portion of this segment lives in the heart of these large cities or metropolitan areas where they own large sized apartments or lofts that are often in upscale highrise buildings. These individuals are very focused on their careers and as a result often don’t have children or plan to in the future. Most have very
Individuals in this segment live in areas that are
active social lives, going out three to four nights
located in close proximity to their jobs. They tend
a week to enjoy the city nightlife.
to own homes and apartments in areas that have BENEFIT SEGMENTATION They read this publication because the jobs they have require them to be up to date with the latest
carry higher quality products than the large supermarket chains like Safeway, Lucky, and Nob Hill.
This segment is composed of 65% male and 35%
flavor trends. Many of the individuals within this
They prefer gourmet grocery stores like Draeger’s,
female. Males make a larger percentage because
segment pride themselves on being “trendsetters,”
Adronico’s, and Whole Foods. These stores also
they work in more leadership or management
and often turn their friends and family members
tend to be the first to carry new products which
positions in the food service and manufacturing
onto the latest flavor trends.
10.160
CHAPTER 10:
formulating a new flavor
PROJECT:
concept magazine creation
CLIENT:
FLAVOR FLUX
CLASS:
print 1
INSTRUCTOR:
CLAUDIA MIDDENDORF
CATEGORY:
identity & print
10.161
10.164
CHAPTER 10:
formulating a new flavor
PROJECT:
concept magazine creation
CLIENT:
FLAVOR FLUX
CLASS:
print 1
INSTRUCTOR:
CLAUDIA MIDDENDORF
CATEGORY:
identity & print
10.165
10.166
CHAPTER 10:
formulating a new flavor
PROJECT:
concept magazine creation
CLIENT:
FLAVOR FLUX
CLASS:
print 1
INSTRUCTOR:
CLAUDIA MIDDENDORF
CATEGORY:
identity & print
10.167
PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
The goal for this project was to create a new monthly publication about a a unique subject or topic that interested you which was not already offered. After brainstorming and generating a list of different topics, I decided on this topic due to my many years of working in the restaurant industry. Wanting to differentiate their business from others and be the first to offer new types of dishes featuring the latest popular ingredients and flavors, chefs and restaurateurs are always looking for ways to be ahead of the trend. With this in mind, I created Flavor Flux magazine. This monthly publication was created to identify the next flavor trends and provide a variety of different information like recipes, innovative chefs establishing those new trends, food and beverage products featuring those flavors, the possible health benefits of those ingredients or products, and where to obtain ingredients or products featuring those flavors. My initial research and target audience analysis led me to examine what other types of monthly publications this target audience might read, as well as other interests or preferences they might have. After thoroughly exploring those areas and identify key similarities between them, I was then able to begin creating and effective design solution. This theoretical target audience was generally very well informed about areas such as fashion trends, interior design, and architecture. Realizing these perspective readers had an eye for sophisticated modern style design, I looked at other types of publications they might read to identified typographic and stylistic elements that should be incorporated into the design. One of the first things I discovered in the many different publications I examined, was the regal and sophisticated feeling they achieved through using very selective color palettes and copy typically set in a traditional black on white background (unlike many of the food & beverage magazines found at the check out line of the grocery store which often set type over of full bleed images or background patterns). With this in mind the page designs I created incorporated ample white space with small images containing the kinds of color palettes you would likely to find in modern art. Outside of the color seen in the images that accompanied the stories, I used color very sparingly and always for a specific purpose, like to signify new paragraphs or to establish an effective visual hierarchy within the page layout. By keeping the design very clean and uncluttered with unnecessary elements I was successful in creating this sophisticated monthly publication concept design.
COLOPHON Typefaces: Gotham & Prestige Elite Paper: Neenah Classic Crest, Solar White 80lb Printed: Jungle Copy, Palo Alto Ca. Cover: Taurus Bindery, San Francisco Ca. Camera: Nikon D200 Software: CS6, Perfect Photo Suite 7, Sofortbild