Internship Portfolio by Gabriel Valdivia

INTERNSH I P P O R T F O L I O Clear Channel Outdoor | Gabriel Valdivia

Clear Channel Outdoor Media Plan Design | Graphic Designer

problem

process

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Clear Channel Outdoor needed to have specific pages from their Media Plan redesigned to match their corporate identity. Their three most efficient pages in their Plan were poorly designed and did not follow the corporate identity parameters. Because the design was outsourced, they sticked out like a sore thumb. The images where outdated, low resolution and poorly displayed. Also, the information was layed out in a unorganized matter. I was assigned a redesigned of the three pages in order to get acquainted with Clear Channel Outdoorâ&#x20AC;&#x2122;s brand and effectively improve their Media Plan.

I was provided with a Corporate Identity Standards Manual for reference which I needed to study and get acquainted with. I also studied the already existing Media Kit, because I was required to match the identity with the new pages to be added. I researched the companyâ&#x20AC;&#x2122;s stock image library and gathered a series of updated pictures for the Media Plan. I developed a series of sketches for possible layouts for the media kit. After studying the already existing Media Kit, I developed a grid system that would be faithful to the original document while also expanding on it.

I developed new vector graphics to replace the low resolution images. I rearranged the layout of the pages to match the grid system employed in the Media Kit, therefore keeping a consistent brand identity across their marketing materials. Also, as part of the redesign, I replaced all imagery with up-to-date images gathered from Clear Channel Outdoorâ&#x20AC;&#x2122;s stock library. I created a template that was consistent with the already existing layout in the Media Kit.

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Pinch A Penny

Ad Campaign | Graphic Designer

problem

process

solution

Clear Channel Outdoor needed to develop a booklet highlighting the benefits of outdoor advertisement. This was attempted in 2003 but failed to convince the client because of its poor design and ineffective targeted delivery of information. I was also instructed to develop a proposed advertising campaign that would feature three of the most popular outdoor packages: a bulletin board, poster board and transit shelter design.

As part of the developing process for the proposal campaign, I worked with the marketing expert in researching the necessary information to include in the booklet. Furthermore, after carefuly studying Pinch A Penny’s consumer’s demographics I discovered most pool owners are between the agest of 35 to 40 years old and do not have children. Marketing research also demonstrated that most Pinch A Penny employees where middle class, older men who did not have children. This was a common mistake in the previous proposal, where all imagery was focused on children and did not appeal to Pinch A Penny’s customers.

As a result of all the extensive research, I developed a campaign that would take into consideration the current economic situation where Americans find themselves struggling to vacation outside the U.S. Instead, Americans can vacation “in the comfort of their own home“ by buying a pool with the folks from Pinch A Penny. I also developed a layout template for the proposal booklet, which focused in a more sofisticated approach in order to appeal to the older audience of both employees and consumers of Pinch A Penny.

G R 4770 INTERNSHIP PORTFOLIO | 2010 | GABRIEL VALDIVIA The work presented in this book was done while completing an internship for Clear Channel Outdoor. This book was created for educational purposes only and all rights reserved.