Art from the chasm

Wednesday, June 15, 2011

Collateral design: Armed forces campaign

Navy Recruitment campaign, full page ad. InDesign

Navy Recruitment Campaign, brochure. InDesign

Navy Recruitment Campaign, half page ad. InDesign

Navy Recruitment Campaign, Poster 22x17". InDesign

Armed Forces Promotion & Recruitment Project Creative Brief

April 20, 2011

For my armed forces promotion & recruitment project, I have chosen the US Navy. They are an institution steeped in traditions and very proud of their past achievements and roles they have played in past conflicts and humanitarian actions. They have good reason to be proud. At the moment they are the largest naval force on the planet and command the largest seafaring tonnage. They have been instrumental in achieving victories and supporting other branches of the armed forces in their vital duties.

Their past however, also includes some less admirable facts. For the longest time, African American enlistees and later women and Hispanics, even though they were formally equal, found it very hard to move up in the ranks, and after Don’t Ask, Don’t Tell was established in 1994, it ranked first in the number of dismissals of Gay and Lesbian personnel.

At present, the Navy makes a concentrated effort to pursue a policy of equality and diversity, giving ample room for women, African Americans and Latinos to present themselves as proud members of the naval forces. Under Admiral G. Roughead the Navy has established an all-encompassing diversity policy that aims to correct those past wrongs and opens the way for a more open and tolerant future.

From the Navy Diversity Policy:

We must not be locked in time. As leaders, we must anticipate and embrace the demographic changes of tomorrow, and build a Navy that always reflects our Country’s make up. We must lead in ways that will continue to draw men and women to service to our Country and to our Navy. Diversity of thoughts, ideas, and competencies of our people, keeps our Navy strong, end empowers the protection of the very freedoms and opportunities we enjoy each and every day. the vast talent, diversity, and experience of our citizens will continue to be our strength, and will ensure our Navy's relevance and our Nation's security and prosperity.

Following the repeal of Don’t ask, Don’t tell, in 2010, I feel it is time for the Navy to follow through on their promise of diversity and start tapping the vast potential of well-educated and talented Gay and Lesbian men and women who want to contribute to the safety of their country and help others in need all around the world. I propose to design an understated campaign aimed at higher education level Gays and Lesbians with the purpose of recruiting them into leading officer positions. It will be based on the basic premise that they would be proud to serve, a word that resurfaces frequently in the Navy’s written communications.

The four pieces I propose to do are: two magazine ads, placed in publications such as The Advocate and Compete magazine. Secondly, a poster that will go together with a brochure that can be placed in universities and colleges that have an LGBT Student Resource Center, such as Penn State. The brochure could also be used as a handout at specific LGBT events, such as the OUTer Gay and Lesbian SciFi / Fantasy Film Festival in Austin, Texas. Lastly, I want to design small ads to be used on the web, both on the navy’s websites as well as targeted specifically to higher-education LGBT web users through the use of tracking cookies and Google Adwords.

The campaign as a whole should reflect the viability and benefits of a career in the Navy, as well as the talents and potential inherent in the LGBT community.

You may choose the Army, Navy, Air Force, Marine Corps or Coast Guard. Step one is to develop a creative brief defining who this "company" is, what challenges we have in promoting and recruiting for it, and how we can develop an effective public awareness and image. Explain how you would carry this campaign through, with a minimum of 4 pieces. (No more than 2 of these may be print ads, and each ad must be in a different publication and a different size.) Think in terms of carrying this through and reaching your audience: If you design an ad, where are those ads placed? If it's a kiosk poster, where? Radio spots, what station would it run on? Etc. Consider "off the wall" and creative solutions. Spending time on this part of the job will be crucial to developing an effective campaign.

Collateral design: Meyer Dairy Campaign

Meyer dairy magazine ad, Photoshop and InDesign

Meyer Dairy website home page, InDesign

Meyer Dairy promo poster, InDesign

Meyer Dairy Ice-cream carton, InDesign

Meyer Dairy milk carton, InDesign

Meyer Dairy ice-cream cartons product sample

Meyer Dairy milk cartons product sample

Taking the brand we have researched, let's introduce the word "design" to collateral design... this project may be a bit different for each of you. Taking the idea of the branding change/refocus you worked on in step one, carry this campaign out with a minimum of 4 pieces that reinforce what you are trying to accomplish here. Examples may include: magazine or newspaper ads, billboards, outdoor advertising, radio commercial scripts, advertising specialties, web site, etc. In other words, how will you effectively reach out to the audience you defined in step one of this project? Note: if you do, say, a magazine ad, you must identify what magazine... if you do a billboard, where would this be placed (ie northern interstates outside metro areas? on route 45? etc.)

Illustrator: Graphic Novel covers

Graphic Novel cover 1; Atlas Shrugged. Illustrator

Graphic Novel cover 2; The Fountainhead. Illustrator

Working entirely in Illustrator create a set of two related Graphic novel covers. Minimum size 9 x 12. Recreate logos, mastheads, etc. in Illustrator as needed (no pixely web grabs, please.) Work in the style you prefer as appropriate to your subject matter. 200 point project; 100 points design and meeting deadline, 100 points demonstrated knowledge and application of Adobe Illustrator (ie challenge yourself to do something really nice here.)

Illustrator: Retro warp ad

Retro warp ad, Luna Robot,
final version (top) and preliminary version. Photoshop and Illustrator

Using a combination of Illustrator and Photoshop, design a 9 x 12" ad promoting a newer technology-based product - ie iPad, iPod, removable hard drive, bluetooth device, mp3 player, etc. using the retro warp technique we will be reviewing in class. Shoot for a "60's feel" to the final project. Incorporate a stock photo from a source like istock.com or fotolia; you may need to buy a photo, acquire a print-quality image or do custom photography. Please put some time and thought into this project - explore color options, your wording, etc. If you finish this project in a day, you have not put enough thought into it.

Illustrator: Self portrait

Self-portrait, Illustrator

Using the tools and techniques we have covered in class, create a self-portrait... any style... cartoon, stylized, realistic, somewhat abstract, full body, cropped portrait, you decide! Finished portrait should demonstrate proficiency in the use of the drawing tools and techniques we have covered in class and in your exercises, as well as demonstrate application of some basic graphic design principles (ie is nice composition used, good color choice, good contrast where necessary, etc.)

Illustrator: Corporate identity package

Corporate identity stationery, Illustrator

Corporate identity business card back, Illustrator

Corporate identity business card front, Illustrator

Corporate identity envelope, Illustrator

Using the logo we created, we will now create a corporate identity package for the client. The file should consist of one Illustrator file with multiple artboards for:
1. Letterhead (typically 8.5 x 11) DESIGN 3 OPTIONS FOR THIS.
2. Envelope - which should be appropriate for size of letterhead
3. Business card front
4. Business card back

Illustrator: Corporate logo

Corporate logo, Illustrator

Using a symbol created entirely using a combination of simple geometric shapes in Illustrator, design a logo for a company based around your last name. The symbol is not intended to represent you as a designer, rather, think in terms of a global corporation. Incorporate some typography with your symbol.

Tuesday, June 14, 2011

Media & Design studies: Milestone designers

Pantheon of Graphic Artists, trading card. 8.5x11" InDesign

Pantheon of Graphic Artists, trading card. 8.5x11" InDesign and Illustrator

Pantheon of Graphic Artists, trading card. 8.5x11" InDesign

Pantheon of Graphic Artists, trading card. 8.5x11" InDesign and Illustrator

Pantheon of Graphic Artists, trading card. 8.5x11" InDesign

Using any media you choose, including the computer, create a series of 4 trading cards illustrating either some of the "heroes" of, or milestones in, graphic design. (examples might include Gutenberg; Herman Zapf; Aubrey Beardsley; the Bauhaus) Cards should be designed at 8.5 x 11 portrait format, and done in color. Use a unifying title or masthead on the cards to tie them together. Your cards will be two-sided, and should include some biographical or factual information about what made the person or development/idea important. (And please run a spell check or proofread before turning in...)

Media & Design studies: Personal Monogram

Personal Monogram,
pen, sharpie and ink on Illustration board, 6x6"

Using 2 or 3 initials of your name, design a monogram in the style of those on page 230 in our books. Render this by hand - no computer work, please. Your design will be graded based on overall design sense and aesthetic appeal, and quality of rendering. Finished size no larger than 6" square, with at least an inch border around all sides.

Media & Design studies: Poetry book

O where are you going? By W.H. Auden
Hand drawn illustration, 11x17" Illustrator and InDesign.

Choose a short poem, any author, any subject matter. Create two facing pages for book of poetry - one side should be an illustration representing the poem (any style, any media, just done by hand) and the facing page should be the text of the poem itself - done digitally, by hand or combination thereof. See p. 182 in our book for examples. Pay attention to your typography - line breaks, font choice, spacing, etc.

Media & Design studies: Family Circus Poster, Chromolithography style

Bodoni Circus poster, 11x17" Background and Images colored in Photoshop, type layout done in InDesign

Step one: Read Chapter Nine. Step Two: Design a poster for a traveling family circus using the feel of the chromolithography style discussed in our textbooks. Design may be rendered by hand, on the computer, or a combination thereof. Pay attention to the use of text around circles or on paths; sometimes overly-decorative text; the use of ornaments and banners, etc.

Media & Design studies: Illuminated Manuscript

David Lynch's Dune, Opening monologue and The Litany against fear (border)
Ink, watercolour and gold marker on parchment paper, 8.5x11"

Using song lyrics, a poem, biblical scriptures, what have you.... your goal is to design an opening page for an illuminated manuscript. The "feel" should be similar to the examples shown in chapter 4, but feel free to do additional research. Ideally, you will elegantly design your initial letter and then weave your other type and text around, creating an overall page. A page that allows the eye to easily follow along and is colorful and attractive. The overall style used to create the page should reflect the overall mood and style of the text you have choosen. For instance: If you were to pick a song that was "moving, emotional, or touching" then your colors, the style of lettering should reflect that mood. I don't want to specify a minimum number of characters/letters, but please choose something long enough to make this work (feel free to bounce your idea off me first.)

Specifics: Overall finished Manuscript Page size = 8.5"w X 11"h Full color, created by hand (no computer printouts.) Use illustration board, bristol board, watercolor paper, etc. but please pick a relatively STURDY working surface.

Grading: You will be graded on the following criteria 1) Design concept 2) Color Choice and balance 3) Typography (does it fit the style (mood)) 4) Detail/rendering (is your design clean and crisp)
Draftsmanship and skill in rendering will be taken into consideration as part of the grade.

Media & Design studies: Hieroglyphics

Hieroglyphic alphabet, 8.5x11", ink on paper.

Hieroglyphics, ink and gouache on photoprint, 11x17"

Minimum size 10x15". Create your name in hieroglyphics, using any hand-rendered medium... create symbols that represent you (don't just reproduce what comes off the translator.) For instance, one student did fencing related symbols several years ago. Please create a simple key identifying/explaining what your symbols are. We will present these upon completion. Medium: any hand-rendered, including mixed media, but must be rendered in color. (This is not a "computer project.")

Design Studio I: TV channel PhaT TV

Phat TV promotional blimp. Photoshop & InDesign
Logo by Chelsea Gahagan

Phat TV promotional balloon. Photoshop & InDesign
Logo by Chelsea Gahagan

Phat TV promotional blimp and balloon specs. Illustrator
Logo by Chelsea Gahagan

Your final group project for your TV channel should consist of a minimum of 5 pieces. Must include 1. Logo 2. Simulation of screen showing "bug" (we will discuss this in class) 3. A full page magazine ad promoting your channel Pieces 4 and 5 are up to you... think in terms of how you would reach your target audience, who they are, what would appeal to them. All team members get same feedback and grade.

Aiden Baumgardner
Daron Coine
Chelsea Gahagan
Justin Miller
Luciano Sormani

For our TV station we came up with PhaT, which is an acronym for Personal Health Awareness TV. This sounds kind of heavy, but what it actually is, is a platform for plus-sized entertainment. PhaT fills the space in today’s television for all those people who don’t fit the ultra-thin image usually portrayed by the major networks and Hollywood. At PhaT, we show programs in which normal people are happy, confident and successful, and yes a lot of the time, even funny.

Our line-up of programs is mostly light-hearted entertainment: comedies, movies, cooking and fashion oriented shows, with the occasional more serious documentaries that deal with keeping healthy and feeling comfortable in your own skin. There are many actors, performers and celebrities that don’t fit the so-called ‘normal’ image portrayed by the regular media, and they are the perfect spokespeople for us. Think of Jack Black, Mo’nique, Nick Frost, Dawn French, Queen Latifah, Beth Ditto, the list is almost endless. This great variety in content makes PhaT a ‘Larger than life’ channel. It’s bold, in your face, but never belligerent or accusatory, and our styling reflects that. Programs include those that are centered around plus-sized characters for instance: Fat Actress, Mike & Molly, and Drop Dead Diva to shows where one or more characters fall into this category, like Family guy or Modern Family. Cooking shows would focus not on dieting or losing weight, but on enjoyment and health. Fashion programs would focus on making average and plus-sizes look fabulous.

Our logo. Using rounded shapes, this fun little TV is simply bursting with cheer. Its bright colors show that PhaT is a fun place for viewers of all ages.

Bug: Our bug shows the Phat airship trailing a banner across the bottom of the screen and colliding with the logo on the right. On TV this would be animated.

Target audience. Even though PhaT is accessible and appealing to a wide variety of viewers, its main target audience is average to plus-sized men and women in their late teens till early 40’s, who enjoy well-made but light fare, the good things in life and variety in their entertainment. Communication towards our target audience would be bold and colorful, with a tongue-in-cheek feel reminiscent of Comedy Central, but less edgy.

Apart from regular printed media, our Campaign will consist of eye-catching and mobile platforms. First there will be a party bus that tours the country promoting PhaT in all-day events, including sumo wrestling contests, live music and special appearances. The bus can pop up in College campuses, malls and sports events that attract large crowds. Accompanying the bus will be either a hot air balloon or an airship that attracts attention to the event for miles. These can also be used on their own to advertise PhaT at concerts, sports events, beaches and other mass gatherings.

A website would be launched at a later time, but as it’s not live yet, we didn’t include it in this campaign.

For big tv, there’s only one way to go: Phat, go BIG or go home!