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Advertising Design

Spring 2013

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Michelle Marcum Designer & Illustrator


Designer Bio Michelle Marcum is an illustrator & graphic designer who works in Mid-Missouri. She currently attends Stephens College as a Junior graphic design major. In this process book you will find a completation of her design work creating during her semester in advertsing design.


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Adv erti sing Is

Over the course of this semester, I have enjoyed working with advertising and branding. A few years ago, I felt the same way most people feel about advertising- they hate it. Well, hate might be too strong a word. Distaste is probably a better one. The distrust that most people think of with advertising is where this distaste comes from, making it hard for people to like it. Who wants to be deceived? Nobody. Now that I am educated on the process of advertising, I see it in a whole new way. As a problem solver you don’t see advertising as deception, but as communication. It’s businesses that false advertise which have given advertisers a bad name. As problem solvers, for that is truly what we are, we find truth in the product and then create a message which brands it. Also, we make sure the message is great, and not poorly constructed. There is no pride in bad advertising in order to get someone to notice. Nobody likes an obnoxious person - the same goes for an obnoxious brand...

Cover art and issuu design by Michelle Marcum


Emergence

6 Art in the Park

Project 1

Haven & Face It

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Table of Contents

Project 2

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Project 3


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¬Project 1 GDE 320

Project Project One one Emergence

Stephens Costume Collection Winter/Spring show Client Goal To create a campaign of materials that brand the show for Stephen College Costume Collection Museum. The main goal is to catch someone’s attention, announce the show, create a “must see” excitement, inform them about the details and draw them into the museum to experience the work. Second goal is to create a campaign of professional materials that reflect the high standards and ideals of Stephens College and its students. Project Goal To work through the creative process. Focus on exploring design and a range of design solutions while refining the student’s skills in the areas of: concept development, color, typography, eye flow, grid, hierarchy and strong unity of all elements for a strong finished product that is well branded, and promotes the event to the given target market. Explore a range of design solutions – 1. type focused, 2. image focused and 3. combination type/ image Each student will design three (mentioned above) different posters. All three will be due for presentation on 1/28 @9:00. They will be mounted to black boards for the presentation. The strongest design will be selected from the three and the student will then develop additional materials as requested below. Final campaign materials will be hung and displayed.

Phase one – items due Three Posters: 11x17 max. (one side) Design solutions must explore a range of design solutions – 1. type focused, 2. image focused and 3. combination type/image focused. Phase two – items due Based on the design selected make changes as suggested in critique and develop branded materials listed below: Invitations/postcards: 4 x 6 Colors: 4 color process/1(K) PDF Poster: Saved as print high quality in our class folder under Projects. Name your file as follows: YourNamePosterHigh Design specs Bleeds: none (poster and invites) Colors: Poster: 4 color process/none Invites: 4 color process/1 (K)


Due Dates Intake: 1/14 @ 9:30 Creative development materials due for review: 1/16 Open LAB for project review (no attendance taken): 1/21 Over the shoulder critique with client: 1/23 @9:30 Presentation and top design from each student selected– project due: 1/28 @ 9:00 Final selected art from each student (Phase Two materials) due and hung: 1/30 9:00-9:30 Client selects top design for production: 2/1 Final design (from the one student selected) work due to client: 2/6

The Objective Our first project in advertising design is to create a poster for the Costume Collections at Stephens College. We are all given the same type face and picture which we must use. The strict guidelines make this assignment very challenging. Regardless of the uniform structure, we all create work which is very different. My work, as well as several others, were displayed in a student showcase at the exhibit. Lily and Stacy were the finalists for this project. They used Stacy’s design for the main exhibit poster, and Lily’s work was used for promotion (school posters and postcards). Nea’s poster was used as an installation at the show.

Didot: Emergence Winter to Spring Shades

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Project One Intake


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Intake


S earch

Calendar Girl

Project One Research

Michelle Marcum

Edit B o ar d

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Creative Hands book, by Greystone

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Michelle Hunziker / Official 2011 website by Scozzese Design , via B ehance. I love the flow of this and how it scrolls.

Shells and Coral Wedding Invitation by ohmymia

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Calendar Girl by Scozzese Design

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Sketches


Project One Sketches


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Sketches


Project One Sketches


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Computer Play winter shades to spring

February 22 – May 5, 2013 Location: Historic Costume Gallery, Stephens College 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall) Gallery hours: Noon – 3 p.m. Saturday and Sunday, 5:30 – 8:30 p.m. on Thursday (or by appointment) For more information call 573-876-7220 stephens.edu/campuslife/researchlibrary

EMERGENCE Location: Historic Costume Gallery, Stephens College 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall)

Winter to Spring Shades

Gallery hours: Noon – 3 p.m. Saturday and Sunday, 5:30 – 8:30 p.m. on Thursday (or by appointment) For more information call 573-876-7220 stephens.edu/campuslife/researchlibrary

February 22 – May 5, 2013


EMERGENCE Project One Design

WINTER SHADES TO SPRING

February 22 – May 5, 2013 Historic Costume Gallery, Stephens College 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall) Noon – 3 p.m. Saturday and Sunday 5:30 – 8:30 p.m. on Thursday (or by appointment) For more information call 573-876-7220 stephens.edu/campuslife/researchlibrary


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Design

February 22 May 5, 2013

EMERGENCE WINTER SHADES TO SPRING

Historic Costume Gallery, Stephens College 6 N. College Ave. (mezzanine floor of Lela Raney Wood Hall) Noon – 3 p.m. Saturday and Sunday 5:30 – 8:30 p.m. on Thursday (or by appointment) For more information call 573-876-7220 stephens.edu/campuslife/researchlibrary


Project One Final Execution

EMERGENCE WINTER SHADES TO SPRING

February 22 – May 5, 2013 Location: Historic Costume Gallery Stephens College 6 N. College Ave.

Gallery Hours: Noon – 3 p.m. Saturday and Sunday 5:30 – 8:30 p.m. on Thursday

(mezzanine floor of Lela Raney Wood Hall)

(or by appointment)

For more information call 573-876-7220 stephens.edu/campuslife/researchlibrary

Designed by Michelle Marcum ‘14 Graphic Design major


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WINTER SHADES TO SPRING

EMERGENCE WINTER SHADES TO SPRING

February 22 – May 5, 2013 Location: Historic Costume Gallery Stephens College 6 N. College Ave.

(mezzanine floor of Lela Raney Wood Hall)

Gallery Hours: Noon – 3 p.m. Saturday and Sunday 5:30 – 8:30 p.m. on Thursday (or by appointment)

For more information call 573-876-7220 stephens.edu/campuslife/researchlibrary

Historic Costume Gallery Stephens College 6 N. College Ave. Columbia, MO 65203

Postcard

EMERGENCE


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Project Two

Art in the Park

Project 2 - Art in the Park 2013 Project Goals Main Create a campaign to promote Columbia Art League’s Art in the Park event. These materials need to create a “must see” or “not to be missed” feeling. The materials are targeted to the community and specifically families. Secondary Create awareness that Art in the Park is a Columbia Art League event Class

Goals 1.Create a campaign of materials based on a strong theme and are well branded 2.Design portfolio-quality materials 3.Refine design and creative problem solving skills 4.Work through every step of the creative process 5.Work together in a collaborative setting

Project materials 1.Poster a.Size: Max 11x17 (horizontal or vertical) b.Bleeds: none c.Colors: 4/color (CMYK) Note: all images need to be 300 dpi d.Givens: Space for sponsor, Art in the Park logo, Columbia art league logo, date time, location, web site, sell lines 2.T-shirt design Colors: 4/color process or 4 spot colors 3.Ad – information and get people to the event a.Colors: b/w b.Size: 6 ¼ (w) x 6 7/8 (t) c.Givens: Space for sponsor, Art in the Park logo, Columbia Art League logo, date time, location, web site, sell lines 4.Program cover a.Colors: 4/color (CMYK) Note: all images need to be 300 dpi b.Size: 8.5 (w) x 11 (t) Note: You will need 1/2-inch boarder or “live” zone around your art. So your design need to fit into a 8 (w) x 10.5 (t) space c.Givens: Space for sponsor, Art in the Park logo, Columbia art league logo, date time, location, web site, sell lines 5.Logo with graphic elements a.Colors: 4 color process b.Size: No more than 3 inches in any direction


25 6.E-invite: (Note will be attached to an email) a.900 x 600 pixels b.Colors: RGB c.Givens: Art in the Park general information invite. Needs to highlight the dates and location i.Copy from postcard ii.CAL and AIP Logo Presentation Materials 1-5 will be printed and mounted on black presentation boards. The students will present their ideas on 2/23 at 9:30. Business attire is mandatory. Post critique After the critique the students be allowed to redesign their layouts if needed. A redesigned printed copy of the poster will be needed for your process books. Also the final designs will be placed in the project’s digital template. Files will need to be saved as high and small file size pdf and placed in the appropriate folders as part of the process book requirements. A printed intake form/creative brief for the project and pencils for the poster and program cover will be due with your digital process books as well. Schedule Intake: 2/4 @ 10:30-11:30 (Fleming Studio) Over the Shoulder: 2/18 @ 9:00 - 11:50 (or in that time frame) (Fleming Studio). Presentation: 2/25 @ 9:00 (Fleming Studio) Final Selected Art - To Press: 3/6

The Objective

Our second project had an interesting element in our classroom environment because the class was split between two clients; Stephens College 2013 Fashion Show and Columbia Art League’s 2013 Art in the Park. We participated in intake for both clients and then chose which project we wanted to work on. I tried to complete both projects, but in the end I ran out of time. My first choice was Art in the Park. I had been looking forward to this project since my arrival at Stephens. My work was placed in 2nd, with Stacy’s design work used as the final logo. For the Fashion Show, Quinn’s work was used for the poster and print materials.


Project One Intake


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Art in the Park

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Edit B o ar d

Art in the Park

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Project Two Research

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Project Two Word Play


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Computer Play Project Two

JUNE

2013

1st & 2nd

Saturday

10am–5pm

Sunday

10am–4pm

Stephens

Lake

Park

JUNE

1st & 2nd

JUNE

2013 Saturday

10am–5pm

Sunday

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Stephens

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Magic nce the

Experie

Saturday

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Sunday

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Stephens

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Experie

JUNE

1st & 2nd

2013 Saturday

10am–5pm

Sunday

10am–4pm

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Magic nce the

Experie

2013 Saturday Sunday Stephens

10am–5pm

10am–4pm Lake

Park

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Magic nce the

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2013

JUNE

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JUNE

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35 PRESENTS

JUNE

Computer Play

1ST AND 2ND 2013 STEPHENS LAKE PARK

Saturday 10am–5pm & Sunday 10am–4pm

artintheparkcolumbia.org/573-443-8838

PRESENTS

JUNE

1ST AND 2ND 2013 STEPHENS LAKE PARK

Saturday 10am–5pm & Sunday 10am–4pm

artintheparkcolumbia.org/573-443-8838

PRESENTS

PRESENTS

JUNE

JUNE

1ST AND 2ND 2013 STEPHENS LAKE PARK

1ST & 2ND STEPHENS LAKE PARK

Saturday 10am–5pm & Sunday 10am–4pm

Saturday

artintheparkcolumbia.org/573-443-8838

Sunday –5pm &

10am

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e Magic

rience th

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Final Execution

PRESENTS

JUNE 1ST & 2ND

Project Two

STEPHENS LAKE PARK

am–5pm

y 10 Saturda

artintheparkcolumbia.org/573-443-8838

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Final Execution

PRESENTS

JUNE 1ST & 2ND

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STEPHENS LAKE PARK

Saturday 10am–5pm & Sunday 10am–4pm, 2013 Experience the Magic

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Final Execution

PRESENTS

JUNE 1ST & 2ND JUNE 1ST & 2ND PRESENTS

STEPHENS LAKE PARK

STEPHENS LAKE PARK

0am–5pm

Saturday 1

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& Sunday

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Haven & Face It Project Three

Project 3: FMM Brand and Ad Campaign Goal To create logos and then a campaign that effectively brands and conveys the essence of the new business you are working with for this project. Your main goal is to introduce the business to its target audience and promotes its unique aspects. Your professional-level design work needs to be finished and create “must see/buy” feeling. Each piece of the campaign must be well-branded and not only hold hands but be developed to convey a consistent message.

Copy You will need to write ALL your own copy for this assignment. That includes: headline, tagline (if not provided), ad copy etc. Campaign materials Logos Type of Logo: word mark, letter mark or combination mark ¬ _ Color: both black/white and 4/ color process and RBG. Targeted event marketing materials – Color: RBG or 1 color to 4/color process Create a promotion or event and promotional tool to advertise both the event/promotion and new business. This tool will help the business owner measure the success of a promotion or event. Tools can be: Print or digital; direct mailer, coupon, give away, invite to special event, T-shirt, electronic (website, blog, e-invite) or a “gorilla” tactic are just a few examples. The student will need to provide visuals for the targeted event marketing materials, a description of the event and how this tool will help the business owner track its success (event ideas –trunk show, social marketing event, meet the artist reception, wine tasting, home make over…). Remember - the more creative the better. Merchandise hang tag – Color: 1 to 4 color process a tag that will hang on the merchandise or be packaged with the merchandise once mailed. It will need to have a place for size (if it applies) and price. When you present I will need your intake form and description of your promotion or event for your store and a print of your design work even if they are “digital” designs. Due dates Intake 3/11 Creative development worksheet, research, educated pencils and computer execution (if ready) in small team review – 3/13 Studio time – 3/18 Over-the-shoulder with students/business owners to show designs - 3/20 Final logos to student/business owner (Email students/business owner’s logos -.eps and jpg) and placed in class folder - 3/21 Spring Break Studio time - 4/1 PRESENT OF COMPLETE CAMPAIGN (plus written materials and packaged files for hang tags class folder) - 4/3

NOTE: a portion of your grade will be awarded based on the quality of your files for press and your client’s evaluation of your work.


43 The Objective Project three was a joint project between Monica’s business capstone class and our advertising class, Our object was to take the capstone students business or product and make a logo. We did not have to create promotions or products for both students, I just choose to do so because I love branding so much! This project had to be my favorite semester project. I loved working with my clients (they were fabulous) and branding for them (my favorite type of design). I am very happy with how the work turned out and the experience I learned from it.

The Clients

Student: Jessica Banks Business: Haven Home Decor

Student: LaJoy Epperson Business: Face It Tagline: Chemicals are a sin


Face It Branding Project Three

natural cosmetics

CHEMICALS ARE A SIN


45

Product Info


Project Three

Product Info


47

Product Info


Project Three

Product Info


49

Word Play


Project Three Intake


51

Intake


4/10/13

Face It Repinned by Michelle Marcum Pinned from blog.whitneyenglish.com

Research

ict .t iffin .my zen .co .uk

wh o leliv in g .co m zs azs abellag io .blo g s p o t .co m

bear dedan dblack .t umblr .co m

marketing images

Pinned from ict.tiffin.myzen.co.uk

zan s aar .co m

color inspration

Pinned from wholeliving.com

Felt Applique Leaf Patterned Cushion Cover Repinned by Michelle Marcum

g o o g le.co m

marketing images

Repinned by LaJoy Anisse

color inspration/ marketing images Repinned by LaJoy Anisse

Repinned from LaJoy Anisse

Repinned by LaJoy Anisse

color inspiration

et s y .co m

Repinned by LaJoy Anisse

blin k deco r .co m

Pinned from bodylondon.com

Pinned from beardedandblack.tumblr.com

leaf pattern

Repinned by Michelle Marcum Pinned from google.com

Pinned from stylemepretty.com

by paperparasolpress

fo x o n t h er un .t umblr .co m

Pinned from etsy.com

peaches and warm orange. Repinned by LaJoy Anisse

Paper Parasol Press - Leaf Pattern Thank You Letterpress Card. $5.00, via Etsy.

Repinned by Michelle Marcum

s t y lemep r et t y .co m

marketing images

$5.00

Pinned from zsazsabellagio.blogspot.com

Pinned from zansaar.com

Project Three

Repinned by LaJoy Anisse

bo dy lo n do n .co m

des ig n s p ir at io n .n et

Leafs Pattern Repinned by Michelle Marcum Pinned from blinkdecor.com

plant type fr o mup n o r t h .co m

fo r t h elo v eo ft y p e.blo g s p o t .co m Repinned by Michelle Marcum Pinned from designspiration.net

des ig n s p ir at io n .n et

4/10/13

Face It Repinned by Michelle Marcum

Organic leaf pattern - can't stop staring at this.

the Holy Spirit

dr ibbble.co m Repinned by

dr ibbble.co m

Pinned from fromtheska.tumblr.com

fr o mt h es k a.t umblr .co m

Repinned by Michelle Marcum

Michelle Marcum

Pinned from foxontherun.tumblr.com

Lettering

Now comes the mystery dr ibbble.co m Repinned by Michelle Marcum

Pinned from designspiration.net

Pinned from fortheloveoftype.blogspot.com

des ig n s p ir at io n .n et

Lettering by Luke Ritchie

des ig n s p ir at io n .n et

pinterest.com/artchica83/face-it/ Repinned by

Evan Silver

Dirty

Pinned from dribbble.com

Pinned from dribbble.com

bir dcag ewalk .t umblr .co m

Take Action

Repinned by Michelle Marcum

Michelle Marcum

Repinned by Michelle Marcum Pinned from fromupnorth.com

2/4

Repinned by Michelle Marcum

Raen

Pinned from dribbble.com Repinned by Michelle Marcum

dafo n t .co m

my fo n t s .co m

o cean -br eeze-s ummer -p leas e.t …

Channel Font | dafont. com Pinned by Michelle Marcum Pinned from dafont.com

Faraday B icycles Repinned by Michelle Marcum Pinned from designspiration.net

love type and organic elements (in garden bed look) Repinned by Michelle Marcum Pinned from ocean-breeze-summer-please.tumblr…

s t udio n udg e.co m

Pinned from designspiration.net

Repinned by Michelle Marcum

nudge.

Mishka™ - Webfont & Desktop font « MyFonts

Pinned from birdcagewalk.tumblr.com

Repinned by Michelle Marcum

1 comment

Pinned from studionudge.com

Pinned by Michelle Marcum Pinned from myfonts.com

des ig n s p ir at io n .n et

p iccs y .co m

Mic h e lle Ma rc um What do you think of this font?

Add a comment...

lo ubo o s an ds h o es .blo g s p o t .co m

t h ep r ep p y ch icblo g .co m

Edge Painted Letterpress | B usiness Cards Observer

Typography by Ale Paul Repinned by Michelle Marcum Pinned from piccsy.com

I really enjoy this!

Repinned by Michelle Marcum Pinned by LaJoy Anisse

Pinned from designspiration.net

Pinned from louboosandshoes.blogspot.com

Pinned by LaJoy Anisse Pinned from thepreppychicblog.com

Liquor store sign in Los Angeles, shot on Kodak Trix-400 Repinned from LaJoy Anisse

pinterest.com/artchica83/face-it/

wood store sign Repinned from LaJoy Anisse

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Face It Edit B o ar d

Research

Face It fab.co m t h efr es h ex ch an g eblo g .co m

Add a pin t o r s o v er t ical-in s p ir at io n s .t umb umb‌ ‌

. 1 like

Element from amb erb create. com Repinned from Kaylyn Crane

y o ut h edes ig n er .co m

Announcing Wild Measure | The Fresh Exchange

Repinned by Michelle Marcum Pinned from fab.com

Repinned by Michelle Marcum Pinned from thefreshexchangeblog.com

blo g .wh it n ey en g lis h .co m

Torso Vertical - Inspirations The Art of Typographic Flourishes: Vintage Typography Design Inspiration

beh an ce.n et Repinned by Michelle Marcum

g et br aizen .co m

Pinned from torsovertical-inspirations.tumblr.com

Repinned by Michelle Marcum Pinned from youthedesigner.com

Volkswagen Print Design by Josiane Marquis by Josiane Marquis Repinned by Michelle Marcum

love the type

Pinned from behance.net

Repinned by Michelle Marcum Pinned from getbraizen.com

marketing images/ body Repinned from LaJoy Anisse

Holly Mathis Interiors by Whitney English

pinterest.com/artchica83/face-it/

1/4

4/10/13

Face It

t ag -co llect iv e.co m dr ibbble.co m ades ig n p o s t .co m

k las h er ber t .co m car g o co llect iv e.co m

brooklyn taco / tag collective. Repinned by Michelle Marcum Pinned from tag-collective.com

blo g .james t edmo n ds o n .co m

p in s p ir e.fr

window lettering / land. Repinned by Michelle Marcum

Repinned by Michelle Marcum Pinned from dribbble.com

Still Light by Klas Ernflo 1 like 1 comment

Pinned from adesignpost.com

confetti & co logo design by @minna so

signage. cr eat t ica.co m

Repinned by Michelle Marcum

the bird & the bees honey / james edmondson.

Repinned by Michelle Marcum Pinned from ffffo un d.co m cargocollective.com

#logotyp e #s crip t #lettering Repinned by Michelle Marcum Pinned from creattica.com

La J oy An is s e I LOVE this! And I LOVE this board! Mic h e lle Ma rc um I'm glad you like it :) Thanks for the tips. It makes my process so much easier. Please pin as many examples as you want to this board!

bir ch an dbir d.co m

La J oy An is s e This is probably one of my favorites!

Add a comment...

Pinned from pinspire.fr

Repinned by Michelle Marcum Pinned from blog.jamestedmondson.com

1 like 2 comments

Repinned by Michelle Marcum Pinned from klasherbert.com

B irch + B ird: Spruce Collective logo by Jessica MacDonald 1 like 1 comment

Leica #logotyp e #s crip t Repinned by Michelle Marcum Pinned from ffffound.com

Repinned by Michelle Marcum Pinned from birchandbird.com La J oy An is s e I like the leaves

Add a comment... Add a comment...

pinterest.com/artchica83/face-it/

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Project Three Sketches


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Project Three

Computer Play


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Computer Play


REWARDS To see program terms and details visit us at FaceItCosmetics.Blogspot.com.

FACE IT REWARDS CARD REWARDS CARD

Phone Email Address State Zi p Y N Sign me up for emails and mailings. Signature Date Name

FACE VALUE REWARDS CARD TERMS AND CONDITIONS. 1) POINTS CAN ONLY BE EARNED BY SHOPPING AT THE FACE IT STORE LOCATION AND ARE NOT TRANSFERABLE. 2) BY PROVIDING YOUR CONTACT INFORMATION, YOU AGREE TO RECEIVE MARKETING COMMUNICATIONS, INCLUDING OFFERS AND PROMOTIONAL MESSAGE FROM FACE IT. YOU MAY DISCONTINUE RECEIVING SUCH COMMUNICATIONS AT ANY TIME. 3) MEMBERSHIP IS LIMITED TO 1 ACCOUNT PER PERSON. REWARDS AND/OR MEMBERSHIP CARDS ARE UNIQUE ACCOUNT SPECIFIC AND NON-TRANSFERABLE. 4) ANY LOST OR STOLEN CARDS CAN NOT BE REPLACED OR REISSUED, AND REWARDS MUCH BE SURRENDERED AT TIME OF REDEMPTION. 5) FACE IT MAY TERMINATE, ALTER, LIMIT OR MODIFY THE REWARDS PROGRAM OFFERS AT ANY TIME WITHOUT NOTICE.

Project Three Final Execution

E x c l u s i v e cardholder savings throughout the year I n v i t a t i o n s to events at Face It L e a r n about new products and receive special discounts F R E E Rawbites gift on your birthday

PERKS Auberge du Soleil Spa retreat in Napa Valley, CA = Raw Bites samples package FREE 5 0 0 p o i n t s = Free one hour Face It skin care facial 1 0 0 0 p o i n t s = Enter to win a weekend tri p to 300 points

100 points

= 10% off your next purchase of $50 or more

$1 dollar spent = 1 point earned

REWARDS MADE WITH 20% RECYCLED PAPER FACE IT COPYRIGHT 2013. ALL RIGHTS RESERVED.


61

CHEMICALS ARE A SIN Front

natural cosmetics C HnE aMt IuCr Aa Ll S c oAsRmE e tAi c sS I N CHEMICALS ARE A SIN

LaJoy Epperson L a J o y o wE npepr e r s o n owner

816.665.0855 E m a i8l F1a6c. e6I6t @ 5 .g0m8a5i5l . c o m F a c Ee m I t aC iol sF ma ec et iI ct @ s . gB ml oagi sl .pcoot m .com L oFcaact ee dI t Co on s m t h ee t iCc os u. Bn tl royg sCpl uobt . cP ol amz a

CHEMICALS ARE A SIN

CHEMICALS ARE A SIN

Located on the Country Club Plaza

Final Execution

Side


Project Three Final Execution

natural skincare

CHEMICALS ARE A SIN


63 Final Execution natural cosmestics

CHEMICALS ARE A SIN


Haven Branding

D E C O R

Project Three

H O M E

H O M E

D E C O R


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Project Three Product Info


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Product Info


Project Three Intake


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Intake


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mar cus des ig n in c.blo g s p o t .co m

Add a pin

r eas o n s t o br eat h e.t umblr .co m h o me-s t y lin g .blo g s p o t .co m

bathrooms

clean

Repinned by Michelle Marcum Pinned from marcusdesigninc.blogspot.com

jo s s an dmain .co m

bev er ly wo r k man 5 .blo g s p o

Repinned by Michelle Marcum

simple but elegant home office

Pinned from reasonstobreathe.tumblr.com

Repinned by Michelle Marcum Pinned from home-styling.blogspot.com

bedroom... Repinned by Michelle Marcum

Pinned from beverlyworkman5.blogspot.com

aven

t y p efo r y o u.o r g

Gates Rug in Silver B lue h o us ein d.co m Repinned by Michelle Marcum Pinned from jossandmain.com

Haven

beh an ce.n et

Eight Hour Day 1 comment

This board is secret. Repinned by Michelle Marcum

Haven

Edit B oPinned ar d from

Repinned by Michelle Marcum Pinned from typeforyou.org

houseind.com

4/10/13

H a ve n H ome D e c or Really like the usage of pattern, would like to keep cohesive to logo font and such. For labels, I would

nice Repinned by Michelle Marcum Pinned from behance.net

really like something in shape..I can sketch a you what I'm looking f

pinterest.com/artchica83/haven/ jo s s an dmain .co m

h o me-s t y lin g .blo g s p o t .co m

et s y .co m

Add a comment...

bev er ly wo r k man 5 .blo g s p o t .co m

ombre logo example by ArtisanClassic

Transitions Harmony Rug Repinned by Michelle Marcum

3 comments

s h o p bo p .co m

Pinned from jossandmain.com

simple but elegant home office Repinned by Michelle Marcum Pinned from home-styling.blogspot.com

Repinned by Michelle Marcum

bar bes k ump e.c

Pinned from etsy.com

bedroom... J e s s ic a B a n ks really like this, even more dramatic an ombre is also great! def what I am looking for though!

Repinned by Michelle Marcum Pinned from beverlyworkman5.blogspot.com

g o o g le.co m

Mic h e lle Ma rc um Yes, I would like to do something like this in grey, using the color palette from the dress. I think I will use a san serif instead.

Love this dress- so pretty!! 3 comments

beh an ce.n et

Repinned by Michelle Marcum

H a ve n H ome D e c or I am really excited to see something like this.

like the little H as a house cool. Repinned by Haven Home Decor Pinned from barbeskumpe.com

Add a comment...

Pinned from shopbop.com

nice

patterns Repinned by Michelle Marcum

Pinned from behance.net

Repinned by Michelle Marcum Pinned from google.com

J e s s ic a B a n ks like this color scheme, the more dramatic shift/gradation the better. Like this alot.

up t o wn fur n it ur ean dflo r al.co m

zazzle.co m

Mic h e lle Ma rc um I love this color too. I saw this it reminded me of you! H a ve n H ome D e c or haha, at first I didn't realize what

home decor logo - Google Search

key logo - Google Search


71 Haven

Research

really like something in a house shape..I can sketch and send to you what I'm looking for.

Add a comment... ilo v et y p o g r ap h y .co m

bar bes k ump e.co m

I like Amazingly fine, Regulate 213 Pinned by Haven Home Decor

dafo n t .co m blo g .in v is iblecr eat ur e.co m

Pinned from ilovetypography.com

more dramatic at! def what I h!

o something g the color s. I think I will ad.

c or see something

like the little H as a house..kinda cool. Repinned by Haven Home Decor

s lack lin edes ig n .co m

s t o ck lo g o s .co m

Pinned from barbeskumpe.com

Tall Films Sparrow B uilders: Invisible Creature Speaks

.

interior design logo - Google Search 1 comment

zazzle.co m

flo r al.co m

Pinned by Michelle Marcum Pinned from slacklinedesign.com

Michelle Marcum

key logo - Google Search 1 comment

PinnedPinned from by Michelle Marcum blog.invisiblecreature.com Pinned from stocklogos.com

s t o ck lo g o s .co m

Add a comment...

Pinned by Michelle Marcum

mir abelp r es s .t y p ep ad.co m

Pinned from zazzle.com H a ve n H ome D e c or not sure how I feel about this key..possibly a more modern looking one? I just don't like the handle.

t

Pinned from dafont.com

H a ve n H ome D e c or like this font.

gle Search

.com

interiorRepinned design logo by - Google Search

Pinned by Michelle Marcum

Add a comment...

home decor logo - Google Search 3 comments Pinned by Michelle Marcum

g o o g le.co m

home decor logo - Google Search Pinned by Michelle Marcum Pinned from mirabelpress.typepad.com

Pinned from stocklogos.com H a ve n H ome D e c or Key idea could be another neat something to incorporate Mic h e lle Ma rc um Yes, I liked the font and the key. Not the tree though

2/3


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75 2a original

1a

HOME DECOR

D E C O R

2b H O M E

D E C O R

HOME DECOR 2c

1b

H O M E

H O M E

D E C O R

H O M E

D E C O R

D E C O R

2d

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HOME DECOR

D E C O R

4 3

HAVEN HOME DECOR

HAVEN HOME DECOR

Computer Play

H O M E


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Project Three Final Execution

DREAM HOME EVENT F e b r u a r y 7 th f r o m 6 - 9 p m

us Postage paid

8211 Clayton Road St. Louis, M0 63117

w w w. H av e n s t l . co m

SH APS R I N G SPRUNG Spring is here and now is the perfect time to begin spring organizing and redecorating with Haven!

come to our

Dream Home Event February 7th, 6pm-9pm Our valued customers will enjoy refreshments, home design ideas, and advice from an interior designer! We look forward to seeing you there!


79

Front

JESSI CA BANKS owner 31 4.566.520 4 JBanks@Havenstl.com 8211 Clayton Road, St. Louis, M0 63117

www.Havenstl.com

Final Execution

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Project Four

Stephens Life

Project 4 GDE 320 Stephens Life spring 2013 issue: promotion campaign Points: 100 Client Goal Advertise and promote the delivery of the new Stephens Life publication to Stephen College students. The main goal is to catch someone’s attention, “announce” the new publication and create a “can’t wait to see” excitement. Second goal is to create a campaign of professional materials that reflect the high standards and ideals of Stephens College and its students. Project Goal To work through the creative process. Focus on exploring new and unique design solutions while refining the student’s skills in the areas of: concept development, color, typography, eye flow, grid, hierarchy and strong unity of all elements for a strong finished product that is well branded, and promotes the event to the given target market.

Budget: none - however - printing expenses will be covered. After an intake session with Professor Nichol Caddy, the Ad Design students will work in teams of two to create an ad campaign that reaches the target audience. Professor Nichol Caddy will review the team ideas in small creative team review on 4/15 at 9:00. Then the campaigns will be “pitched” or presented on 4/22. Students will receive grades for this project as teams not individually. However, each member will be asked to evaluate their performance as well as their team member’s performance. Campaigns can incorporate any or all advertising strategies – for example: digital, print, gorilla, social media, interactive, etc. The strongest campaign will be selected and executed the week of 4/22. Givens Keep in mind budget limitations. Campaign must be easy and quick to execute. Have fun and play with this project! Others: to come from Professor Nichol Caddy. Due Dates Intake Project 4 and Digital Process Book TOC: 4/8 @ 9:00 Advising Day / NO CLASS: 4/10 Small Team Creative Review (Part of your Grade): 4/15 Open LAB for project and process book development (no attendance taken): 4/17 Presentation and top design selected – DUE DATE: 4/22 @ 9:00 Selected design, executed 4/22-4/25 Over the shoulder for Digital Process Books: 4/24 Final present Digital Process Books: April 30th – 12:30-2:30


83 The Objective For our last project in Advertising design we had a group project. Kate mentioned this was the only project she had ever assigned where two students would collaborate and create a design campaign together. I was actually glad that I had someone assigned to help me. So close to the end of the year is a busy time, so dividing the work made the process much easier. I felt that Kelli, my partner, and I worked well together. We both were open to each others ideas and I believe our project turned out really well. I focused on the social media and digital side of the project while Kelli worked on the posters and print side. I was very pleased with what her final project and am glad she was on my team!

Project Partner

Student: Kelli Ross


Project Four

Intake


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Project Four

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Research


89

C=8, M=0, Y=76, K=11 P 166-14 RGB=216/212/88

C=41, M=0, Y=22, K=0 P 125-2U RGB=148/220/207

C=1, M=36, Y=72, K=0 P10-8U RGB=247/174/93

C=65, M=12, Y=0, K=0 P 112-5U RGB=64/177/129

SELL LINES

SELL LINES

SELL LINES

SELL LINES

SELL LINES

SELL LINES

SELL LINES

STEPHENS LIFE

VOLUME 1 FALL 2012

Stephens Life Branding

SL

C=0, M=100, Y=0, K=0 P 73-16U RGB=236/0/140


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Computer Play


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GET THE NEW ISSUE OF STEPHENS LIFE OR

Visit our social media sites for more information & Stephens Life Memes!

SL I WILL POOP IN YOUR SHOES

STEPHENS LIFE

Facebook/StephensLifeMag Twitter/@stephens_life YouTube/stephens life

Finals Kelli Design

THE NEW ISSUE OF STEPHENS LIFE AVAILABLE APRIL 29TH, 2013

CHECK YOUR MAILBOX OR PICK UP A COPY FROM ROOM 115, HELIS COMMUNICATION CENTER


Kelli Design Project Four

SL STEPHENS LIFE

GET THE NEW

THE NEW ISSUE OF STEPHENS LIFE AVAILABLE APRIL 29TH, 2013 Check your mailbox or pick up a copy from Room 115, Helis Communication Center Visit our social media sites for more information & Stephens Life Memes!

ISSUE OF STEPHENS LIFE OR I WILL POOP IN YOUR SHOES

Facebook/StephensLifeMag Twitter/@stephens_life YouTube/stephens life


97

Visit our social media sites for more information & Stephens Life Memes

SL STEPHENS LIFE

Facebook/StephensLifeMag Twitter/@stephens_life YouTube/stephens life

Finals Kelli Design

THE NEW ISSUE OF STEPHENS LIFE AVAILABLE APRIL 29TH, 2013

CHECK YOUR MAILBOX OR PICK UP A COPY FROM ROOM 115, HELIS COMMUNICATION CENTER


Kelli Design Project Four

SL STEPHENS LIFE

THE NEW ISSUE OF STEPHENS LIFE AVAILABLE APRIL 29TH, 2013 Facebook/StephensLifeMag Twitter/@stephens_life YouTube/stephens life

Check your mailbox or pick up a copy from Room 115, Helis Communication Center Visit our social media sites for more information & Stephens Life Memes!


99 Finals Kelli Design

For a Great Mix of Women

@STEPHENS_LIFE


Kelli Design Project Four

For Women of Style and Creativity #STEPHENSLIFE


101 Finals Kelli Design

For Women of Intelligence & Independence

@STEPHENS_LIFE


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Logo Play – exercise GDE 320

Creative Play

Logo Play

Goal 1.Based on the item you will soon select, explore and play with creative ideas for a new busi ness or product with a unique selling advantage. 2. Work through the create process to create a logo and tagline for your new product or company that is unique, fresh and new. 3..Develop logo design skills to create a finished mark that is readable at any size (minimum size 1”x1”), all elements work together, can be developed for other branding uses and works in all mediums (print, web, silk screening etc.)

Instructions Part 1 1.Select an item from the bag 2.Write down your first ideas 3.Complete word palette. Look for unique and interesting combinations to develop your con cept and brand for the company or product 4.Research 5.Pencil ideas a.At least 30 logo ideas – can be word mark, letter mark or combination mark Total time: 1 hour Part 2 1.Meet in creative teams and review ideas 2.Select top idea/designs 3.Refine pencil sketch and bring refined drawing to class on Tuesday 3/6.

Logo terms Word mark A word mark, word mark or logotype is a standardized text logo or graphic representation of the name of a company, institution, or product name used for purposes of identification and branding. A word mark is usually a distinct text-only typographic treatment as can be found in the graphic identities. The organization name is incorporated as a simple graphic treatment to create a clear, visually memorable identity. The representation of the word becomes a visual symbol of the organization or product. Letter mark A letter mark is a type of logo consisting wholly of an abbreviation — usually a company’s initials. When building a brand, companies often do so using letter marks. Combination mark A combination mark is the combination of an image/icon and type or name of the company or product.


107 The Objective This project was really simple and so much fun! Our process was a little backward. Here we took an idea and made it into a product. Usually we take a product and find the idea! We all had to grab a stuff toy animal from a garbage bag. What ever animal we pulled would be our inspiration for a logo and company. I pulled a weird fire fish and was able to re-draw. The second time I got a black cat (a vast improvement). From there I was able to pull several ideas for my product. A makeup company called Cat’s Eye Cosmetics, Knitty Kitty, a knitting store, Lucky’s Milk Bar and Feline Wine. All four would use the cat for an identity. The first idea I came up with, and ultimately the one I would use was “Cats Eye Cosmetics”. This brand of eye products would be for women with a wilder side. The traditional mod look “cat’s eye” is coming back into style and a perfect brand for the trendy!

Toy inspiration


S earch

Cats Michelle Marcum

Edit B o ar d

Cats et s y .co m

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Dancing Kitty . She loves to dance and she secretly keeps her little dear fish friend in her pocket. If you want to, you can keep a little note for someone special :)

"Knitty" B y Miroslav Vujovic Graforidza brigette.b

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by dancingintherains

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Sam Wolfe Connelly: ‘The Docks’

The benefits of having a cat in your life... by whatkatiedoes

origami Siamese cat

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Creative Play

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Affiche. (by Georges Rogier)

Cat ballet...

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Cats Pinned from wherethelovelythingsare.com

space to show the cocktail glass. Logo designed for B lack Cat Lounge.

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happy cat logo. cant stop laughing.

Am purring at this cubist cat logo Viva cubism!

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Thinking about printing this and pinning it to the Starbucks logo on my apron atp work. I wonder how lo g o eo p le.blo g .co m many people will notice...

playing cat Pinned from shinzchang.blogspot.com

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B anjo Cat logo by Randyheil PINK CAT Double Concept #Logo #D es ign: ZombieCat | #b us ines s #identity #b randing #marketing #advertis ement

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from Flickr

mau cat logo

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Cats

Cats

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$7.00

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Double concept logo design: GentleCat

Cat logo

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YARN KITTY magnet by boygirlparty - unique, super strong illustrated cat magnet glass - gift for animal lover. $7.00, via Etsy.

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Smelly Cat Logo Designs Repinned from Rubber Cheese

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The Cat’s Dream eco-friendly high quality cards by Anne Hutchings (1943) Pinned from artcove.co.uk

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Research

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ElGatoGomez

Illustration

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Cat Got Your B rain

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Newberry B LACK CAT ASLEEP UNDER COVER 1940

Typo

Nice design

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Eighteen Cats . 8x10 Art Print from 3 crows etsy Pinned from etsy.com

Ninja, via Flickr. Chat à la manière de... Matisse

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Gina Picasso color by Tina's Art, via Flickr by Tina's Art Pinned from flickriver.com

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Les Perles de Pluie. Lucienne Fontannaz. (1975).

'Etienne Silhouette's Cats'. by Elizabeth Rosen.

kitty coin purse

by ElizabethRosenArt

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mimieux: (vía Illustration / Kitty Dots

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Cats embroidery pattern) Pinned from cubiclerefugee.tumblr.com

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Two Cats. (drawing by Rikke Asjboern).

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. vintage cat.

♥ ~

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Vintage Cat

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yarn font - Google Search

Cats Cats, cats, cats! Pinned from peaceofshell.tumblr.com

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Jellicle cats

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This is a bloody sexy logo by Jacob Weaver. Wonderful use of negative

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Sketches


Creative Play

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Logo Play Creative Play

WILD, BEAUTIFUL AND

BOLD

Lorem ipsum dolor sit amet, consectetur adipiscing elit? Donec a justo erat. Suspendisse hendrerit scelerisque velit, quis ultrices nunc condimentum eu. Suspendisse potenti. Praesent condimentum enim vitae augue luctus eu interdum sapien euismod. Aliquam erat volutpat. Vestibulum ac lectus vel nunc gravida aliquet non id ligula. Nulla eget massa nunc, sit amet pulvinar tortor. Maecenas elementum interdum porttitor. Curabitur aliquet accumsan tincidunt. Pellentesque aliquet consectetur leo, quis luctus sapien laoreet non. Mauris aliquet vehicula leo sed venenatis. Quisque congue ultricies ultricies. Nunc sodales lorem non nibh scelerisque interdum. m tortor libero sit amet eros. Nunc dignissim gravida odio.


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WILD, BEAUTIFUL, BOLD & FREE

Final Logo & Product

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Read & Report

Chapter 9

Branding

Oh what fun branding is! Also what a challenge. I think the evolution of branding, as highlighted in our book, is very fascinating. How exciting it must have been 70 years ago when branding was becoming it’s own, yet the idea was not completely created. I have had the opportunity to brand before, and I am currently working on a project where I am branding a new hire campaign for Subway. As I read through the chapter, I noticed that this would be a great resource as I complete my task. Subway already has a well established brand, and my task is to brand their hiring identity. From start to finish I have had to take into account our target audience, our store setting, and an overall message that would apply to many different uses and settings. This is not something that can be done overnight. It is a process that demands quality and thoughtful planning. Even

though it will have qualities of the Subway brand, it will also stand on it’s own identity, so it can better attract the target market. In the chapter, they did a case study on The Island of the Bahamas, which is

“There is an actuality of a brand, and then there is the audience’s perception of it.”

one of my favorite branding ever done. I have seen the marketing before, but I have never seen it broken down. Even though I found the process so fascinating and smart, I feel I already knew just about everything they told me. The brand

is so well designed, that I understood the concept without prior knowledge, only a visual. Overall, that is what we gain to learn from Ad Design. We must be able ti communicate to the audience in a second and surprise them with its wit or complexity.


119

At one point of time I really wanted to be an Art Director. That is until I found out all I really wanted to do is design. Yeah, I’m sure I could lead a group of people and direct them properly. But then again I’d probably make a better Creative Director, rather than an Art Director. Especially when I read in our reading that a great Art Director should be able to write copy. Well, so I wasn’t blessed with the gift of writing, but luckily in a traditional advertising agency I will be paired with a copy writer. I personally want to be the one to work with the design and get my hands all dirty. It doesn’t seem like either director really does any of the hands-on stuff. Another thing, which has always amused me, is the birth of electronic devices and the effect it has had on the creative world. I personally could care less about social media or creating websites, but that technology goes hand in hand with the software I rely so heavily on. Could I

be a designer if it weren’t for online school or Adobe products? Probably not. And even if I did acquire the skills, would there be a job waiting for me when I graduated? Yeah, that probably wouldn’t be so easy either.

“Memorable advertising and branding involves good brand storytelling...”

Advertising on the Internet is what will fuel my generation. Even though I love print more than anything, I can’t let myself take up arms against technology. Some say print is dead, but I think it will always be around, and never totally gone.

Chapter 13

Advertising


Art & Copy

Notes


121

before people know what they want

"

Art & Copy Type Poster

"

He knows want people want ...

Michelle Marcum Advertising Design Process Book 2013  

This publication is a process book created for Advertising Design at Stephens College in Columbia, MO. Included in this document is the crea...

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