KIRA LAUREN PHOTOGRAPHY a creative brief
Designer: Joel Felix (209) 423-4903 info@joelfelix.com www.joelfelix.com Client: Kira Bautista (916) 743–2250 kiralaurenphoto@gmail.com www.kiralaurenphoto.com
KIRA LAUREN PHOTOGRAPHY (03) Problem Statement (05) Parameters / Application (07) Research Tactics (08) Demographics / Psychographics (09) Competitor Analysis (10) Visual Anthropology (15) Typography (17) Plan of Approach (20) The Concepts (36) The Approved (39) The Right Mark (41) Refinement (43) Final Product (45) Identity Guidelines (47) Design Elements (48) Expanded Color Palette
PROBLEM STATEMENT
Kira Lauren Photography is a wedding photography studio based in the Sacramento area. Established by Kira Bautista and
By establishing Kira Lauren Pho-
her husband Desmond, Kira Lauren
tography as a brand over time, we
Photography aims to “capture the
will allow it to compete with other
love, emotion, and true personality
larger well known named photogra-
of a couple through blending con-
phers, both locally and eventually
temporary and photo-journalistic
on a national level.
styles of photography.”
Together with Kira’s inspiration
Because Kira Lauren Photography is
and guidance we seek to develop an
a start up business still developing
identity that speaks to her target
its client list, it is imperative that
audience and engages them on a
a proper brand identity be estab-
personal level allowing KLP to play
lished in order to aid in attracting
an integral role in their wedding
its preferred clientele.
planning.
Mission: “To capture the love, emotion, and true personality of a couple by blending both contemporary and photo-journalisitc styles of photography.”
03 / 04
* Identity aspirations What a new identity can do Express the kind of organization you are. Reassure the public that you are who you say you are. Connect your company to images and ideas. Serve as the thread for equity building over time. Provide consistency over communication channels.
What a new identity cannot do Make people act. Change people’s minds. Make new friends. Embody every message for everybody. Respond to current events.
* developed by Sylvia Harris, information design strategist.
PAR AMETERS/APPLICATION
There are particular variables that must be accounted for within the design process. The identity for KLP must work across multiple forms of communications. The following are what you the client have informed me of what you imagine to be produced or work in conjunction with. (01) Blog (02) Website
Within the realm of the web, any identity
(03) Greeting cards
developed should work well as an icon/pro-
(04) Business cards
file image for social networking sites such as, facebook, twitter, etc.
(05) Pricing booklet (06) Packaging labels (07) CD labels Likewise the means of producing these pieces are left open for creative interpretation under limited budget restraints. Web applications are inexpensive & easily produced, but some methods of printing and production materials will be explored in order to save on cost. (01) D.I.Y. Letterpress (02) Silkscreening (03) Rubber Stamping (04) Stickers/Labels (05) Kraft paper (06) Galvanized Tin (07) Ribbon
05 / 06
WEB
= SUCCESS
RESEARCH TACTICS
Certain tactics of research have been employed to determine which directions are relevant. Listed below are some tactics that I have employed to aid in the decision making process. This research is gathered to help both the client and the designer be sure that whatever design solutions we pursue are relevant to effectively communicate to your preferred client.
Demographics/Psychographics A gathering of generalized statistical data for the target audiences that are in need of this style of wedding photography. Demographics describe who they are and Psychographics describe their interests, activities & opinions.
Competitor/Inspiration Analysis By analyzing what your competitors (or photographers you are inspired by) are doing to speak to their audience, we can better understand how to position Kira Lauren Photography from a strategic marketing point of view.
Visual Anthropology Gathering of images, posters, advertisements, materials, etc. that capture the voice and mood of your desired brand identity.
07 / 08
DEMOGR APHICS/PSYCHOGR APHICS
Demographics:
Age: 26–32
Average age of a bride in the US is 25.3 Average age of a groom is 26.9
Gender: Female
Brides are respectively the primary planner for their own wedding.
Ethnicity: Any
Relative to the location of primary operation of your business.
Education: College
College level education with a minimum of a Bachelors degree.
Psychographics:
Couch and a movie not Up in da club Anthropologie not Juicy Couture Vintage not Louis Vuitton Romance not Drama Novels not Tabloids Audi not Toyota Mac not PC
Qualitative research dealing with subjective assumptions.
COMPETITOR ANALYSIS
Jasmine Star www.jasmine-star.com Jasmine Star blogs honestly and
What Works
openly about her life, both personal
Her mark (j*) directly relates to her
and professional. Her blog readers
name which is easy for her because
and clients already know if they
it is an identifiable object (namely
want to book her before she even
a star). Her site is a blend of image
speaks to them. Her target clients
galleries, flash and video and even
come to her, so she doesn’t have to
playing off of printing layout of
waste time or money marketing to
a magazine in her blog. Her large
clients that are a good fit.
images allow for maximum impact
The result for her is booking weddings and taking photos that are consistent to her style and brand.
for the viewer. Video also allows her to show her personality and her process in the way she works.
09 / 10
VISUAL ANTHROPOLOGY
Gathering images & techniques that capture the essence of your desired brand identity. In the following pages you’ll see a gallery of images that you and I have collected that showcase what the personality and qualities we would like to see come to life in the brand. I’ve divided the images into three main categories that I feel we should focus on blending together.
Illustrated This technique is quite fun and can capture the quirky feel your looking for if done right. It will also work well with printing/letter-pressing/or even silk-screening.
The Sun The sun as a theme or a concept is full of meaning, like hope, warmth, lifesource and relates to what you mentioned in our initial meeting about it translating into your name. It als offers a beautiful palette of colors to draw from with sunrises and sunsets.
Vintage There is something nostalgic and personal about anything vintage. I think of clothing lines like Anthropologie and Free People that brand themselves as modern/urban vintage. I’d also like to incorporate color combinations from this style as well.
VISUAL ANTHROPOLOGY
11 / 12
Illustrated
VISUAL ANTHROPOLOGY
The Sun
VISUAL ANTHROPOLOGY
Vintage
13 / 14
T YPOGR APHY
“Typography is what language looks like.”
—Ellen Lupton
Each typeface has it’s own unique characteristics and personality to it. Choosing the right one that communicates your brand voice effectively is crucial. The logo-type must be able to stand on its own without a mark but must also compliment a mark should you choose to have one. There are also things to consider such as choosing a well designed typeface and paying for its licensing or finding a not so well designed typeface for free. While cost may be an issue for you, you’ll save yourself a headache of fixing improper kerning and misproportioned letterforms if you make the decision to make an investment in a quality typeface upfront.
Desired typographic style (01) Script (02) Handwriting (03) Caligraphy (04) Flourished (05) Ornamental (06) Sans Serif compliment
15 / 16
Coral Regular
Lavendar Script Pro
Genial
Recherche
Silken
Swing Dancer
Lobster
* This list of typefaces were provided by you and will serve as a starting point when exploring type options.
PL AN OF APPROACH
So—in short— what were looking for is an Illustrated vintage sun/character with a quirky personality, and some scripty typeface that also works well with a sans-serif type, which speaks to young college educated females who prefer reading tabloids—not novels & which can easily be translated across web and print.
17 / 18
NO PROBLEM.
THE CONCEPTS
The Concepts
In the following pages you’ll see some examples/concepts, that I felt were strong enough to pursue and different enough to provide you with options on how to solve this design problem. The color has not been fully worked out yet but I some palettes that were evocative of a vintage sunset/sunrise and also a very “Californian” color with oranges and blue compliments.
As you can see on the right I explored a lot of variations on the “sun” concept and you’ll see some paired with type in the next few pages. I’ve tried to keep in mind our discussed printing methods and also how these might look potentially as a patterns. For future reference, and just for fun I’ve named the concepts, and they are as follows:
(01) The Eloquent (02) The Classy (03) The Californian (04) The Regal (05) The Dainty
21 / 22
THE SUN
CONCEPT // 01 “The Eloquent”
T YPE:
23 / 24
Raniscript
ABCDEFGHIJK LM NOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 T YPE:
Mr. Eaves
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
CONCEPT // 02 “The Classy”
T YPE:
Mrs. Eaves
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 T YPE:
Mr. Eaves
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
25 / 26
CONCEPT // 03 “The Californian”
T YPE:
27 / 28
Sign Painter House Script
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 T YPE:
Tarzana
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
CONCEPT // 04 “The Regal”
T YPE:
29 / 30
Eames
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 T YPE:
Knockout
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
CONCEPT // 05 “The Dainty”
T YPE:
Adine Kirnberg Script
ABCDEFGHIJKLM NOPQRSTUV W XYZ
abcdefghijklmnopqrstuvwxyz 0123456789 T YPE:
MR. Eaves
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
31 / 32
The Concepts
The Concepts
33 / 34
So—in short— what were looking for is an Illustrated vintage sun/character with a quirky personality, and some scripty typeface that also works well with a sans-serif type, which speaks to young college educated females who prefer reading tabloids—not novels & which can easily be translated across web and print.
THE APPROVED
Approved Concept
37 / 38
Approved Concept
The logo on the left has been approved by both you (the client) and I (the designer), to be further refined. The next phase of revisions will focus on pairing the logo–type (Raniscript & Mr. Eaves) with the proper “sun” mark, as well as exploring color variations. The mentioned typefaces are agreed to be licensed for use and will be invoiced to the client.
Refined Focus (01) Find the right Mark (02) Explore Color Variations (03) License necessary fonts
Raniscript ($60) www.myfonts.com Mr. Eaves ($95) www.emigre.com
Find The Right Mark
A
B
C
D
39 / 40
E
F
G
H
REFINEMENT
Refine mark with higher thick-to-
Fix instance of capital “K” and the
thin stroke contrast to increase
flourish looking like the letter “H.”
play on negative space. Also explore variations without the center circle to emphasize “sun–shape” within the white space.
* Also explore the option of making a Monogram as an alternate version of the logo and that might also work within the mark.
41 / 42
REFINEMENT
* Before
* After
* Before
* After
FINAL PRODUCT
Primary Logo
SPECIAL VARIATIONS
Secondary / Alternate Logo Versions
43 / 44
IDENTIT Y GUIDELINES
primary logo
Blue Indicates Clear Space
Magenta Indicates type element
The blue area must be kept free from
alignment and boundaries.
other elements. Grey padding indicates Safe Zone. *The minimum required clear space is defined by the measurement ‘X’ equal to the height of the lower-case letters, known as the ‘x-height.’
COLOR PALETTE
PMS 3248
PMS 7408
PMS 405
*These colors shown here may not accuratley reflect the pantone standard matching system. For best result please refer to a PMS swatch book.
45 / 46
IDENTIT Y GUIDELINES
ALTERNATE logo VERSIONS
Logo Only
Monogram
Minimum size requirement is equal to 他 or 0.75 inches.
Social Profile Images
Website Favicon
T ypography
The quick brown fox jumps over the lazy dog. 0123456789 AaBbCcDdEeFfGgHhIiJjKk Raniscript
The quick brown fox jumps over the lazy dog. 0123456789 AaBbCcDdEeFfGgHhIiJjKk Mr. Eaves
DESIGN ELEMENTS
As a resource I’ve included some design elements to aid in the development of your identity. The Raniscript font includes beautiful borders that can be used across media and collateral. The logo itself also provides a wonderful element that can be used to create another border.
This border made from single element of the logo.
These borders come included as glyphs in the Raniscript font family.
47 / 48
Expanded Color Palette
The expanded color palette is intended to add diversity to the brand while maintaining a consistent look and feel. These colors can be used to accent or differentiate information.
RGB
CMYK
HEX
PMS
212-236-232
16-00-90-00
D4ECE8
62-164-53
72-14-45-01
3EA499
57-83-79
76-50-60-35
39534F
00-57-90
100-19-00-75
0039FA
547C
255-236-199
00-06-23-00
FFECC7
7408C
128-98-39
42-53-100-26
806227
63-50-21
56-62-91-62
3F3215
137-49-01
00-79-100-52
893101
180-161-128
31-33-53-01
B4A180
88-81-69
00-07-24-80
585145
59-55-52
00-03-09-92
383734
175-189-34
23-00-100-17
AFBD22
583C
217-84-30
00-79-100-11
D9541E
180C
491C
Digital Files
Included Files (01) Logos (B/ W & Color) (02) Secondary Logos & Social Profile Images (03) ASE. Color Files
www.joelfelix.com