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P R O C E S S B O O K : A R B O R DAY E V E N T

Cara Bevilacqua ART 228 B Design Methodologies Spring 2018


TABLE OF CONTENTS Page 1.........................................................Cover Page 2.........................................................Table of Contents Page 3.........................................................Defining the Problem Page 4.........................................................Sketches/Type Study Page 5.........................................................Comps Page 6.........................................................Final Logo Page 7.........................................................Final Flier Page 8.........................................................Final Banner Page 9.........................................................Final Program Page 10.......................................................Final Package Page 11.......................................................Reflection


Defining the Problem/ Goals/ Objectives The City of Saint Augustine Beach hosts an annual Arbor Day celebration each year. Their previous marketing tools included A 4 foot by 4 foot banner, which was displayed along the busy A1A highway, a flier a program that would be distributed the day of the event. Banner The banner seemed a little too crowded with information. The colors were high in contrast and while that may have captured people’s attention, it maybe have been a little too agressive and difficult to read, especially while trying to read at 45+ mph.

FREE EVENT CITY HALL

FRIDAY, APRIL 15TH 5:30-7PM

TREE GIVEAWAY • LIVE MUSIC Sea Creatures • Live Alligator • Bees Butterflies • Birds • Smokey The Bear Face Painting • Sea Turtle Patrol & More... Sponsored by: St. Augustine Civic Assoc. * Walmart * Southern Horticulture * Chick-Fil-A Rita’s * Home Depot * Salt Life Food Shack * Signs Now * FPL * Harbor Bank The Bailey Group * Land Title * Advanced Disposal * Beach 105.5

Flier 

The flier contained some heigherarchy of information, but was struggling colors and an attention grabbing element. Program The program contained images of local trees around Saint Augustine, which I thought could be a good idea, but was not executed effectively. All three of these elements needed attention in order to attract the target audience, which in this case, was families of elementary aged children, or anyone interested in living green.

CARA BEVILACQUA | PROCESS BOOK

   St. Johns FL Audubon County  NPS Mark Wheeler      Gail Duggin      Whitney Lab Anastasia State Park Noah's Ark St. Johns County Naturalist

       Advanced Disposal FPL



  

 Ice Cream 105.5 The Beach The Baily Group             Sebastian Middle School St. Augustine Beach City Commission Mayor Rich O’ Brien Vice Mayor Undine George Margaret England Andrea Samuels Gary Snodgrass

 Joan Mueller 

  

Tree Giveaway Free Snacks  PM  

Current Marketing

3


Sketches/ Type Study Arbor Day Celebration Type Study

Coming up with a logo that could be used across all three elements was challenging at first. I experiements with typographic logos and more illustrated logos. I tried to utilize simple elements that would not distract too much from the information that was going to be presented. I wanted a fun, simple type to be used throughout the elements because there was a lot of information to include on all of the designs.

Serif

Sans Serif

Aachen Std Bold

Abadi MT Condensed Extra Bold

Annual Arbor Day Celebration

Annual Arbor Day Celebration

Bauer Bodoni Std 12

ITC Kabel Std

Annual Arbor Day Celebration

Annual Arbor Day Celebration

Charter

Open Sans Condensed Bold

Annual Arbor Day Celebration

Annual Arbor Day Celebration

Bauer Bodoni Std 2 Black Condensed

Oswald

Annual Arbor Day Celebration

Annual Arbor Day Celebration

Nueva Std

Annual Arbor Day Celebration

Thonburi

Annual Arbor Day Celebration

TW Cen MT

Annual Arbor Day Celebration Ubuntu

Script

Annual Arbor Day Celebration

Lucida Calligraphy Italic

Tuffy Regular

Annual Arbor Day Celebration

Annual Arbor Day Celebration

Sign Painter

Oxygen

Annual Arbor Day Celebration

Annual Arbor Day Celebration

Monotype Corsiva

Annual Arbor Day Celebration

Antique Olive

Annual Arbor Day Celebration

Brush Script Std Medium

Seravek

Annual Arbor Day Celebration

Annual Arbor Day Celebration

Type Study

CARA BEVILACQUA | PROCESS BOOK 4 Logo Sketches


Comps

ARBOR

I chose my most effective sketches and converted them into vector images in Illustrator while adding and subtracting details along the way.

D A Y

celebration

As I was doing this I started to combine ideas and see where it took me.

D A Y

2018

R

A

RBO 2 018

CARA BEVILACQUA | PROCESS BOOK

Logo Comps

5


Final Logo The final logo design was a combination of ideas and took a lot of processing and editing to finally make a decision. The logo was never fully complete until the end of the project. I created my own letters using the pen tool and placed them inside the earth. The tree sticking out of thhe top was an illustration I created and felt added just enough interest to the final logo.

2018

I also placed small trees around the globe which signify the types of trees you might find in that area of the world. The butterflu in the top corner of the tree was a slight hint at the activities that would be present at the Arbor Day event.

Final Logo

CARA BEVILACQUA | PROCESS BOOK 6


FREE

Final Flier The flier came out to be the most succeful element of the package. There is a heigherachy of information at play. The date, time and location are three main elements that I wanted to stand out. The logo is the main centerpiece of the design and really ties the flier together. I added cloud elements to showcase important information such as “free event” and “tree giveaway”. I took out a lot of event information and only included the events I felt were attention-grabbers.

EVENT !

2018

Friday, April 20th 5:30-7:00

stine Beach City Hall, Saint Augu

2200 A1A S outh

Tree Giveaway Touch Tebow the Alligator

Sea Creature Touch Tank

CARA BEVILACQUA | PROCESS BOOK

Saint Augustine Civic Asoc. Southern Hortiulture

Final Flier

FPL

Home Depot

Face Painting

Butterfly Exhibit

Advance Disposal

Walmart

Salt Life Food Shack

Rita’s

Signs Now

7


Final Banner I designed the banner to be a 3 foot by 6 foot banner in stead of a 4 foot by 4 foot banner. I felt this would be more effeective than a square banner on the side of a road. I simplified a lot of the information included on the banner and tried to keep the colors light and fun to contrast the colors that may appear in the background. (Dark trees, buildings, etc).

FREE EVENT!

“Free Event” is bold, front and center because I believe that is something that people are most attracted too.

F r i d a y, A p r i l 2 0 t h 5 : 3 0 - 7: 0 0 2018

Saint Augustine Beach City Hall

Free Giveaways, and much more! Sponsored by Salt life Food Shack

Home Depot Southern Horticulture FPL

R i t a ’s S i g n s N o w

Walmar t

Advance Disposal

Saint Augustine Civis Asociation

Final Banner

CARA BEVILACQUA | PROCESS BOOK 8


Front Cover

Final Program The program organized all of the information the client wanted to include. It was a challenge to fit all of this information while also including a “fun fact” section to make the program a little more interactive and fun.

C The

f Sa in ity o

Back Cover

t Augustine Beach

Pres

Acknowledgements

ent

s

Donors

Presenters

Sea Turtle Patrol Florida Forest Service St. Johns FL Audubon County Book Mobile NPS Mark Wheeler UF?IFAS Extension Florida Sea Grant Agent GTM NERR Matanzas Riverkeeper Buterfly expert Gail Duggin Beekeeper Bo Strek Florida Fish and Wildlife Home Depot Advance Disposal Whitney Lab Anastasia State Park Noah’s Ark St. John’s County Naturalist

2018

I left space for the client to insert this year’s winners of the poem and poster contest.

St. Augustine Beach Civic Asoc. Walmart Signs Now Salt Life Food Shack Southern Horticulture Advance Disposal FPL Rita’s Ice Cream 105.5 The Beach The Bailey Group

St. Augustine Beach City Commission Mayor Rich O’Brien Vice Mayor Undine George Margaret England Andrea Samuels Gary Snodgrass

Tr e e B o a rd B e a u t i f i c a t i o n C o m m i tte e

F r i d a y, A p r i l 2 0 t h

tine Beach City Hal l Saint Augus

Ann Palmquist Joan Mueller Jeanette Smith LeaAnn Lombari Tanya Frantzen Craig Thomson Mary Beth Hutchinson

Final Program

Fu n F a c t s Did you know?

Poem

•There are about 2600 species of palm trees in the world. •The most common tree in the state of Florida is the Sand White Oak. •Trees are some of the oldest living oragnisms on the Earth (Some are estimated to live over 4,800 years!)

W h at’s h a p p e n i n g t o d a y ? COLOR GUARD............................................ Girl Scout Troop INTRODUCTION........................................LeaAnne Lombari WELCOME.......................................................Mayor O'Brien SMOKEY BEAR & FORESTRY DEPARTMENT..........Greg Dunn PRESENTATION OF AWARDS ...........LeaAnn Lombari

DOOR PRIZES...............Mary Beth Hutchinson CLOSING REMARKS.................LeaAnn Lombari RETIRING OF THE COLORS............. Girl Scout Troop

Tree Giveaway Free Snacks Pet Tebow the Alligator Smokey the Bear Butterfly Exhibit Sea Creature Touch Tank Fish and Wildlife Exhibits Live Baby Birds Home Depot Workshop Face Painting

Congrats to this year’s Poetry Contest winner:

Name Here

Poster

Co n g r at s to t h i s ye a r’s Poster Contest winner:

Name Here

CARA BEVILACQUA | PROCESS BOOK

Inside Cover

Inside Back Cover

9


FREE EVENT!

Final Package/ Presentation I believe I exectued what the client wanted well, while also keeping in mine the culture of the community I was creating work for.

F r i d a y, A p r i l 2 0 t h 5 : 3 0 - 7: 0 0 Saint Augustine Beach City Hall

2018

The full package works well together with coordination of colors, design elements and type.

Free Giveaways, and much more! Sponsored by Salt life Food Shack

Home Depot Southern Horticulture FPL

FREE

EVENT !

2018

R i t a ’s S i g n s N o w

C The

Walmar t

f Sa in ity o

Advance Disposal

t Augustine Beach

Pres

Saint Augustine Civis Asociation

Acknowledgements

ent

s

Donors

Presenters

Sea Turtle Patrol Florida Forest Service St. Johns FL Audubon County Book Mobile NPS Mark Wheeler UF?IFAS Extension Florida Sea Grant Agent GTM NERR Matanzas Riverkeeper Buterfly expert Gail Duggin Beekeeper Bo Strek Florida Fish and Wildlife Home Depot Advance Disposal Whitney Lab Anastasia State Park Noah’s Ark St. John’s County Naturalist

2018

St. Augustine Beach Civic Asoc. Walmart Signs Now Salt Life Food Shack Southern Horticulture Advance Disposal FPL Rita’s Ice Cream 105.5 The Beach The Bailey Group

St. Augustine Beach City Commission Mayor Rich O’Brien Vice Mayor Undine George Margaret England Andrea Samuels Gary Snodgrass

Tr e e B o a rd B e a u t i f i c a t i o n C o m m i tte e

F r i d a y, A p r i l 2 0 t h

tine Beach City Hal l Saint Augus

Fu n F a c t s

Friday, April 20th 5:30-7:00

stine Beach City Hall, Saint Augu

2200 A1A S outh

Touch Tebow the Alligator

CARA BEVILACQUA | PROCESS BOOK

Poem

•There are about 2600 species of palm trees in the world. •The most common tree in the state of Florida is the Sand White Oak.

Tree Giveaway

Sea Creature Touch Tank

Did you know?

•Trees are some of the oldest living oragnisms on the Earth (Some are estimated to live over 4,800 years!)

Face Painting

Butterfly Exhibit

Ann Palmquist Joan Mueller Jeanette Smith LeaAnn Lombari Tanya Frantzen Craig Thomson Mary Beth Hutchinson

W h at’s h a p p e n i n g t o d a y ? COLOR GUARD............................................ Girl Scout Troop INTRODUCTION........................................LeaAnne Lombari WELCOME.......................................................Mayor O'Brien SMOKEY BEAR & FORESTRY DEPARTMENT..........Greg Dunn PRESENTATION OF AWARDS ...........LeaAnn Lombari

DOOR PRIZES...............Mary Beth Hutchinson CLOSING REMARKS.................LeaAnn Lombari RETIRING OF THE COLORS............. Girl Scout Troop

Tree Giveaway Free Snacks Pet Tebow the Alligator Smokey the Bear Butterfly Exhibit Sea Creature Touch Tank Fish and Wildlife Exhibits Live Baby Birds Home Depot Workshop Face Painting

Congrats to this year’s Poetry Contest winner:

Name Here

Poster

Co n g r at s to t h i s ye a r’s Poster Contest winner:

Name Here Saint Augustine Civic Asoc. Southern Hortiulture

FPL

Home Depot

Advance Disposal

Walmart

Salt Life Food Shack

Final Package

Rita’s

Signs Now

10


Reflection

The experience of designing for a non-profit organization has been extremely advantageous to my growth as a designer. It has shown me what skills I need in order to be able to create for, and communicate with a client. I now have a greater understanding as to what questions I need to ask when it comes to determining what a client really needs in order to achieve their goals. I realized that graphic designers not only work to create something, they work to promote the event/product/ etc. in order to achieve a certain goal, which in this case was creating awareness in the Saint Augustine Beach community for an exciting Arbor Day event. I am so grateful for my professor Natalie Stephenson and the City of Saint Augustine Beach for providing us with this amazing opportunity to learn and grow as professionals. This assignment alone has brought the reality of life as a designer to the classroom and has provided me with the tools and research I needed in order to be prepared for what is to come in the future.

CARA BEVILACQUA | PROCESS BOOK 11

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