Farm to Fork Campaign

FARM to FORK Jamie Turpin . Portfolio Design

[index]

ESTABLISH

SCHEMATIC

DESIGN

define problem research strategy

brainstorming inspiration thumbnails

define concepts studies feedback

CONSTRUCT

ACCOMPLISH

digital development mock up & analysis

final design execution final prints & images

Figure 1: Local farmer with the support of two females freshly prepare produce for their dinner table.

[design brief] establish define problem . project scope

design brief

project scope

Design a body of work that aims to create public dialog regarding a specific social issue of your choosing. Your final solutions can be in any format, provided it is appropriate to the subject matter: a series of posters, a magazine, a Web site, informational mailers, or any combination thereof.

The rationale for choosing the construct should be validated by your choice of topic and target audience.

The topic can be as general [domestic violence] or as specific [child abuse in rural areas] as you wish. You must determine your target audience and your tenor immediately. Will you use humor? Satire? Shock?

An appeal to intellect? Only then can you determine what elements will be best fitted to the project. The objective is to communicate the desired message to the desired target audience in as effective a fashion as possible.

Due at the end of Unit 2 in PDF format. The design brief should include the following components: introduction, research methodology, target audience, geographic scope [regional, national, etc], a description of the strategy, and objectives that defined your design decisions.

research & process component

Your topic must be thoroughly researched before you begin any serious design work. Subject matter that focuses on divisive issues must include research on the opposing viewpoint as well as the viewpoint to which you adhere. You must fully understand the scope of the issue before you can hope to address it in an informed fashion. Research should also include examples [in visual and written form] of past design work done for the same cause. Download visuals as you run across them, and save URLs in a file for future reference. This research should be compiled neatly in a project binder for your own reference.

design component

Design a substantial body of work that aims to create public dialog regarding a specific social issue of your choosing. Your final solutions can be in any format, provided the format is appropriate to the subject matter. If print work is a component of the project, the work should be comped in a professional manner. The objective is to communicate the desired message to the desired target audience in an effective fashion as possible.

discussion/critique component

You are required to post a proposal for your initial research for class discussion by Unit 2. Roughs for Design Project 1, in PDF format, will posted for class discussion in Unit 3. On this date, you must submit accomplished explorations with numerous typographic, compositional and color variations.

Other areas of process include written brainstorming, thumbnail sketches, and computer developed roughs. Word association brainstorming with a pen and paper is an excellent way to discover unique solutions. Once you have completed your research, write down any key words from your research, and begin writing other words that are in any way associated. Such an exercise may help facilitate your creative explorations. Thumbnails should show evidence of extensive exploration.

.01 ©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

design brief

.01

[design brief] establish define problem . objective + goals

introduction

Growing up on a farm in the Midwest, I’ve seen many challenges that my father has encountered. He passionately starts each day at 5 a.m. while the rest of the world is sleeping and ends his day when the sun sets. His days range from intense manual labor, to planting or harvesting the fields, to chasing cattle or fixing fences, or making sure his animals are fed organic food before they go to the market.

Today Americans thrive on fresh, healthy food and want to support the environment as much as they can.

In order to succeed at this, they need to understand the value that farmers bring to their table, the farmers market, and to the sustainable future. Many farms and ranches are rapidly disappearing because this message is not being communicated to them in a successful manner. Many say that they want to eat local food, but do they really know what this means?

objective + goals

The campaign FARM to FORK objective is to communicate the importance of supporting the local farmers and the benefits it provides for the target audiences health, monthly budget, and environment.

So how do I plan on doing this?

01

By convincing locals to shop the farmers market to purchase fresh, healthy food instead of the corporate supermarkets that sell hidden GMO, genetically modified organisms, food that entail health risks.

02

As well of motivating the consumers to cut the middleman out and buy direct from the farmers, as a result this will benefit the consumers’ monthly budget and keep their food dollars within the community. .02

03

Last, to raise awareness in local communities and inner cities by providing a clear, cohesive message to start supporting the local farmers due to them slowly disappearing as a result of the locals neglecting to support the local farmers and this affects our environment also.

Figure 2: The value farmers bring to consumers table.

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

design brief

.02

[design brief] establish research methodology

establishing the campaign 01

research methodology

The first phase of my process entails the majority of my research development. The second phase utilizes different research methods such as brainstorming and gathering inspirational images to help ignite ideas for my campaign.

My third phase approaches research through the usage of forming aesthetic studies for my campaign, FARM to FORK.

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

During the first phase of developing the campaign FARM to FORK, the creative brief defines the objective as the need to communicate the importance of supporting the local farmers and the benefits it provides the target audiences health, monthly budget, and environment. I formed my objective and goals through first hand knowledge on farmers and farmland needing local consumer support. I also spoke with my father about the challenges he faces on a daily basis by keeping up with the cycle of producing organic food, striving to receive local support, and how the environment affects his farmland. My father also provided knowledge on how local farms are slowly fading away and it’s due to not receiving the support from the locals in their community and the neighboring towns and cities.

Some farmers sell their farm fresh produce or organic beef to grocery store corporations; in return the grocers mark up the farmers food and sell to the consumers. The farmers in return receive a small amount from the sell and the money received from the consumer ends up padding the wallets of the corporations’ executives - while the farmers struggle to pay their bills and put food on their own table. Receiving support from local consumers will allow the farmers to expand their businesses and get more income for their products. At the same time, it will make a difference across a range of environmental issues/carbon footprint and ensure a more sustainable food supply for the demands of a growing global population.

02

schematic development for the campaign

After establishing the program for the campaign FARM to FORK, the focus of my design process shifts from what the farmers’ problems are to how to solve their problems. During this phase, I focus on creating a coherent solution that encompasses the project as a whole. I begin my exploration by generating a brain dump of words that relate to local farmers, fresh healthy farm produce, organic practices, and sustainable benefits on the environment. The outcome of the word lists direct the gathering of inspirational images that influence the formation of my thumbnail sketches. After creating sketches that tell the story of farming, support, and environment I focus in on few of the ideas that I transform into one strong concept for my campaign.

03campaign design direction

The conceptual design intent for supporting local farmers visually communicates the message through the usage of visual aesthetics of color, typography, and imagery that emotional connects to the target audience that provides the overall tone of the campaign FARM to FORK. When developing the visual aesthetics for the concept, I provide explorative studies of color, typography, and materials that lead to unexpected results that strongly support and exemplify the image of the campaign. The aesthetic studies influence the development of the campaigns slogan, which visually expresses the message in a convincing tone that inspires and motivates the target audience to support the local farmers which results with them improving their health, monthly budget and environment.

04

constructing to form the campaign

In this phase I provide a smooth transition from my conceptual design illustration to digitally forming the design. The overall tone and image that visually communicates the color palette, typography, and imagery shapes the digital design transformation.

Next a mock up is created to observe the design in actual size and format on sustainable materials that articulates the tone of the campaign. From the mock up, an analysis is formed to verify the execution is in sync with the tone and mood board, the initial defined concept of supporting local farmers, exploited at a superior level of detail, and provides a convincing message that engages the target audience into the benefits of supporting local farmers. As a result of the analysis, I call out and receive insights on possible areas that could provide further details or be redefined.

05

accomplishing the campaign message

The strategy for the campaign FARM to FORK is to form a convincing message that’s directed to the target audience that lists the importance of supporting the local farmers. This informative message will be exemplified on visual posters at the Farmers Market, communicated on green sustainable bags to utilize while shopping at the local grocery stores, promoted on bus stop posters throughout the city, and included on the menus at the independent restaurants. During this last phase, the final design is executed to visually communicate and connect to the target audience in an engaging tone that fulfills the design .03 intent and provides the overall feel of the campaign FARM to FORK.

design brief

.03

[design brief] establish research . target audience

psychographics

target audience

attitude

consumers Urban adults ought to be reminded to support the local farmers and community and not corporations.

They need to understand the importance of supporting local farmers and the unfortunate results when they do not. They should ditch the supermarkets and buy direct from the farmers at the market so they comprehend they are consuming actual organic, farm fresh food.

The locals tend to drive vs. bike everywhere in an urban setting because of their busy schedules and trying to be efficient with their time. They recycle some products that they utilize in their household.

They live a fast-paced life and makes choices for convenience and time.

The target consumers are local working professionals, both men and women, who are somewhat health conscious, remember to recycle every once in awhile, and dine out on a weekly basis.

These local, successful professionals dine at independent restaurants on a weekly basis and purchase fresh produce from the supermarket but do not realize it has been injected with GMOs, genetically modified organisms

geographic scope

The geographic scope of this social awareness issue is spread across all 50 states. However, I plan to focus solely on the urban setting of Kansas City due to my awareness on this from my father and the challenges he faces with this issue.

habits

hobbies

Works-out in the morning before work, reads magazines over books, and enjoys hanging out with friends either at home or on their rooftop.

demographics AGE

27- 45

SEX

Female & Male

EDUCATION

College Educated

PROFESSION

Successful Career

[source: areavibes.com/kansas+city-mo] MEDIAN INCOME $49,101

LOCATION

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

Urban Setting of Kansas City

design brief

.04

[design brief] establish visual research

visual research

Gathered images exemplifying the farmers lifestyle from dawn to dust and per season. Each image shows the hard work involved, the responsibility of taking care of loads of animals, and having the passion to keep going.

.05

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

design brief

.05

[design brief] establish visual research

visual research

These images express the outcome on what farmers produce for our health, tables, budget, and gives back to the environment.

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

design brief

.06

[design brief] establish [positive] visual research

visual research

[positive expression]

relieved, proud, excited, relationships, quality, healthy, energetic, fresh smell, motivated, feel great, social, support, beneficial, clean air

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

design brief

.07

[design brief] establish [negative] visual research

visual research

[negative consequences]

GMO- harmful, unhealthy, high risk, weight gain, increases carbon footprint; supporting corporate grocers overspend, stressful, worried, hopeless; affects on the environment farmlands fade away, soil dries up, plants die, limited source of food.

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

.08

design brief

.08

[design brief] establish strategy

strategy

The strategy for the campaign FARM to FORK is to express a convincing message that’s directed to the target audience that communicates the importance of supporting the local farmers and the benefits the consumers receive. The final designs will exemplify the overall campaign image and tone on visual posters at the local Farmers Market, green sustainable grocer bags to utilize at the market, bus stop posters throughout the city, and highlighted on the menus at independent restaurants. As well as on gym towels for the consumers to utilize while working out and be reminded to support the local farmers.

The goal is to visually motivate the message throughout the urban setting of Kansas City Missouri, at local farmers markets, the consumers’ gym, and on independent restaurant menus to inform the locals of what the farmers bring them so they can start supporting the farmers in return. The campaign visuals will cleverly exemplify engaging communicative graphics while utilizing eco-friendly materials to support the farmers’ passion and the future of the sustainable land.

Figure 3: From the FARM to FORK.

.09

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

design brief

.09

[process book] schematic brainstorming

brainstorming

Brainstorming is a step that contributes to the schematic phase of my design process. Literally, this step allows me to generate a brain dump of words that tell the story of farming, explain the farmers work ethic, express the fresh produce that comes from their farm, mention their organic practices, and describe how farmland sustains the environment for the future. Brainstorming, word lists, and mind mapping provide direction for researching inspirational images and contribute to my thumbnail sketches.

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.10

[process book] farmers’ market and bus stop

explorative

hierarchy tell a story

folklore

expression

schematic inspiration

vibrant color dramatic scale ©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.11

[process book] schematic inspiration

unity texture

organic

form

eco friendly grocer bags and gym towels

grid structure

rhythm

dynamic ©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

visual aesthetics

process book

.12

[process book] schematic inspiration

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

iconographics

process book

.13

[process book] schematic thumbnails

thumbnails

The design intent is to visually communicate my campaign; FARM to FORK through the usage of expression, dynamic illustrations, and by telling a story about the importance it is to support local farmers. These thumbnails exemplify the big idea; my concepts will break down the big idea into supporting components that explain the benefits of consumers’ health, their monthly budget, and sustaining the environment.

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.14

[process book] schematic thumbnails

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.15

[process book] schematic thumbnails

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.16

[process book] schematic thumbnails

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.17

[process book] schematic mood board

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.18

[process book] design concept 1

concept 1

The design intent behind this illustration expresses FARM to FORK by exemplifying the story of an over scaled fork pitching into fresh healthy organic food of a local farmland.

In return this folklore communicates support local farmers, the benefits of eating fresh organic food, and the cycle that contributes to a sustainable environment.

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.19

[process book] design concept 2

concept 2

The design thought for this concept is intermingle a corn stalk and a silverware fork that exemplifies the importance of the campaign, FARM to FORK. Also adding another dynamic to the illustration by having four farm products at the tip of the fork to articulate support the farmers, eat healthy organic food, and sustain the future. Concept 2 will also have an eco grocer’s bag and gym towel similar to concept 1, but with concept 2’s expression.

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.20

[process book] design studies . iconographics

iconographics

Exemplified is exploration for my iconographies. The intent is to have an icon that represents the brand identity for my campaign, FARM to FORK, that provides a consistent personality that communicates the overall feel of the campaign.

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.21

[process book] design studies . iconographics

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.22

[process book] design studies . color

red organic, eco-friendly, vintage modern, dynamic, agressive, powerful

485C

1795C

C8 M97 Y100 K1 R220 G41 B30 #dc291e

C11 M99 Y86 K2 R211 G34 B42 #d3222a

1805C C23 M100 Y100 K16 R169 G31 B35 #af2626

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.23

[process book] design studies . color

green color of nature, freshness, powerful energies, growth, harmony

369C C69 M24 Y100 K8 R90 G142 B34 #5a8e22

584C C23 M4 Y86 K0 R206 G213 B75 #ced54b

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.24

[process book] design studies . color

brown natural, organic, simplicity, wholesomeness, earthiness, timeless, geometric

874C C38 M51 Y73 K17 R143 G111 B77 #8f6f4d

1405C C43 M64 Y100 K43 R102 G68 B20 #664414

447C C68 M62 Y58 K46 R65 G64 B66 #003AE7

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.25

[process book] design studies . color

yellow energy, dominant, vintage, organic, structural, positive

107C C3 M6 Y95 K0 R252 G225 B34 #fce122

101C C6 M1 Y78 K0 R246 G236 B90 #f6ec5a

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.26

[process book] design studies . color

blue calming, cool, constant, true, transparent, vintage, classic

2727C

563C

C83 M52 Y0 K0 R0 G117 B212 #0075d4

C52 M7 Y23 K0 R119 G190 B195 #77bec3

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.27

[process book] design studies . typography

helvetica neue

[Realist Sans Serif]

intent usage: display + body copy

absent grotesque

[Sans Serif]

intent usage: display

ubuntu

[Sans Serif]

intent usage: display + body copy

THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG

THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG

THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

designer: Michael Cina and YouWorkForThem

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog designer: D. Stempel AG

Helvetica became very popular in the 1960s and 1970s, in which this led to more exploratory versions of the family. In the early 1980s, Linotype decided to redraw the entire Helvetica family due to the original families differences in alignment, inconsistency in subtle features from one face to the other, and the weights and widths weren’t designed proportionally to identity the family. This new typeface, Neue Helvetica, German for New Helvetica, incorporates an easy-to use numbering system to identify an assortment of styles and weights.

source: adobe.com/type

YWFT Absent Grotesque was created to be an imperfect typeface, exploring ideas found in Univers and Helvetica without the serious attitude and over-marketing. The result is a powerful, beautifully flawed open type masterpiece of alternates and unique type design.

YWFT Absent Grotesque has been in the Top Five sellers on YWFT since 2008, and has been used by numerous American magazines.

designer: Dalton Maag

THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG

The Ubuntu Font is a unique, custom designed font that has a very distinctive look and feel. The Ubuntu Font Family are a set of matching new libre/open fonts. Both the final font true type/ open type files and the design files used to produce the font family are distributed under an open licence and you are expressly encouraged to experiment, modify, share and improve. The typeface is sans-serif, uses open type features and is manually hinted for clarity on desktop and mobile computing screens. The scope of the Ubuntu Font Family includes all the languages used by the various Ubuntu users around the world in tune with Ubuntu’s philosophy which states that every user should be able to use their software in the language of their choice. So the Ubuntu Font Family project will be extended to cover many more written languages.

The quick brown fox jumps over the lazy dog

source: font.ubuntu.com

source: youworkforthem.com

whitney

[Gothic + Humanist]

intent usage: display

The quick brown fox jumps over the lazy dog designer: Tobias Frere-Jones

A type family originally developed for New York’s Whitney Museum.

source: typography.com

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.28

[process book] design studies . material

material studies

I plan to incorporate a material that the farmers utilize on a regular basis and that is environmentally friendly.

bark cloth

kraft paper

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

burlap [aka gunny feed sacks]

neenah environment papers

wood veneer

twine

chalkboard

chipboard

process book

.29

[process book] design feedback

mary lufty states: 04/15/2012

“Jamie, I enjoyed reading your process book and really love your sketches. Each one is a little piece of art in itself. Your concepts are strong, but one thing I would suggest is to work on creating your brand: logo, identity, color, etc. Farm to Fork is a great name that rolls off the tongue when spoken. I do like the imagery you created on the top of one pages that arcs over a plate with a knife and a fork. This could be a great icon for your cause.

I look forward to seeing you progress further!”

allison rinehart states:

professor montero states:

04/17/2012 “Dear Jamie...

I think you are on a great track!...

I attached your recentest sketch here... with a couple of suggestions.

I think you don’t need the fork on the barn... Incorporate a cow, Maybe more elements... Maybe combining food with farms’ components on the plate.

Are you going to use photography or illustrations?...”

professor montero states: “Dear Jamie...

Here I am sending my suggestions:

04/19/2012

1- Make the corners and ends of the logo’s shapes rounded.

Those sharp shapes are less friendly.

2.- Make “TO” bigger and the line thicker. Other wise when you use the logo on very small size they would disappear.

3.- The circle shows the idea of the plate better. That is a possibility... up to you!... :)

04/15/2012

4.- The bottom line seems not necessary.

“Jamie, Wowww, your sketches and initial mock up are outrageously good! I love page 20, I could totally see out on the wall somewhere, like Whole Foods, as is and would stop to read it.

The illustration style you have and hand lettering is great. The only thing I could crit would be possibly the scale of the cow on the bottom left, seems a bit weighty and competing with the main imagery (same scale as pig). But really, awesome job!!!”

See the attached image.”

david meyer states:

04/15/2012 “Amazing Sketches! I really like the Farm to Fork, its catchy, short and it sticks. I think my preferences are any of sketches from the 2nd page, I think those are the strongest.”

professor montero states:

04/17/2012 “Dear Jamie...

When I saw your screenshot with those sketches the idea of the fork into the barn doesn’t look that wrong to me now.... mostly when you have it on the bag because that represent the action of eating on a table, the plate and so on. But at the same time it could be understood as “eating the farms”. What do you think?...

I am not sure about it... maybe I am wrong. Maybe it would be more iconographic if you use a less detailed illustration and you make it as a symbol. Something more like a pictograph.”

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

TA, sunny bonnell states:

04/18/2012 “Hi Jamie, This is becoming very exciting - your development is very thorough and I can see how you’ve arrived at these conceptuals.

If you are going to use the barn and fork as the identity, I agree with Montero that it should be more iconic, but I think it should be roughened up a bit. It needs texture, like a farm feel. Perhaps laying a gritty, stamp like texture on it would make it more authentic. The other explorations I could see being incorporated into campaign directions, all pulled together with the Farm to Fork logo to tie the brand together. So far you’ve done a great job and I’m excited to see how you scale it.”

mary lufty states:

04/20/2012 “Jamie, Maybe your identity could offer two versions of the logo to be used depending on the medium, color usage, etc.: one “rough” and one very much black and white. Can I ask how you intend to add that rough, letterpress-type texture to a vector fie? Is this something you will do in Photoshop? If so, how? I had considered this for one of my earlier logo ideas, but since the idea was abandoned, I didn’t research the production process. However, I would like to know for future reference.”

process book

.30

[process book] construct composition development

FARMERS MARKET

SUPPORT YOUR LOCAL FARMERS EAT FRESH HEALTHY + ORGANIC FOODS SAY NO TO GMOS icon

message

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.31

[process book] construct composition development

FARM FRESH

SAY NO TO GMO’s SAY YES TO FARMLANDS

icon

message

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.32

[process book] construct feedback

professor montero states: “Dear Jamie...

TA, sunny bonnell states:

04/26/2012

“Hi, Jamie,

Here I am sending what I think is your best shot so far...

04/27/2012

First, let me say thank you for joining my presentation earlier this week. It was so wonderful to have you there.

This is my feedback:

I love your development so far - your mood boards are so incredible and your color studies are superb. I personally prefer the b/w logo on page 24 bottom right corner. It feels more authentic and has some personality. It feels very farm-like to me for some reason. With your poster studies, my only concern is that it feels too polished. Even though you see a good bit of sophisticated design with farm to table like Blackberry Farms, there’s still a touch of artisan, story, texture and handcraftedness that I’m not seeing in this final execution. I’d like to see some warmer, sophisticated typefaces like Archer or some more serifs.

Not that you cannot include some contrast with a sans family, but it needs roughened up a bit. Call it slight imperfection, I think it would be a more powerful design if it had some additional texture.”

- The text hierarchy is wrong. We need a textual hook as a header.

Something catchy and straight… direct. Something witty… not a formal boring advice… something to remember. It is like selling a product… a sort of very short slogan… a clever statement that convinces our audience.

- The illustration is not that good. I know it is a sketch… but make it ore interesting in terms of the design of the character (the pig, the rooster, etc…)… A simple but maybe more iconic style.

Something like the sketches you showed to me before. It could be something naïve… Check the style of the French poster designer Raymond Savignac…. Or even Tomi Ungerer. They used very sketchy illustrations but impacting and appealing.

Maybe you can create a photomontage… Using picture from the Internet but making them your by transforming them to halftone images, for example… Maybe a halftone photo made of lines.. or big dots?...

- Remember that the project is not just a matter of designing posters. You have to create multiple items adapted to your target audience’s habits and everyday life to achieve their attention.

- Take a look at the attached image. I just used that phrase as example of hierarchy... That is not a suggestion for a final phrase...

It takes time to find a great solution for the header.

sunny’s icon suggesstion

Go for it!...

Thank you for being such a great student!....”

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

professor montero’s suggesstion

process book

.33

[process book] construct digital development

brian memmott states:

04/28/2012 “Jamie, it looks like you’ve got all the right elements. My guess is that to improve this piece you will want to clarify hierarchy.

The headline, illustration, sub head are all demanding similar amounts of attention. The barn wins because it is the darkest thing on the poster. But it might need a bit more help. What if you really increased the size of the illustration? The fork could bleed off the side of the poster and still easily read as a fork.

The barn could fill much more space. This would make it the undisputed king in attention getting. Another way might be to push the headline and sub head back in value and scale.

Another option might be to use a different type treatment for the headline. Right now it’s trying to upstage the illustration with all that rendered goodness.

Hopefully, something in here is helpful to you.”

professor montero states: “Dear Jamie...

04/28/2012

Thank you for your hard work and persistence!... That is the spirit!...

I have made some variations of the poster for you. See the attached image.

I would select option “a”.

Remember that the project is not just about posters. You need to create a whole campaign that includes multiple items based on your knowledge of your target audience’s habits and everyday life. What kinds of items would you include?.. Maybe, shopping fabric bags?... Aprons?... coasters?...”

TA, sunny bonnell states:

04/28/2012 “So I mocked this up really, really fast and basically cut and pieced it together, but I think what’s happening with your version is the “Eat your heart out” and the text in the ribbon feel so separate. By bringing them together, your eye follows the train of thought, first the image, then the content, then how to learn more by visiting the website. I hope I showed you my intent.

Let me know what you think... I also posted this via email.”

mary lufty states:

04/29/2012

“Jamie, I love your illustration. it really tells us a story and gives the essence of fresh tasting food that is good for you. I have two suggestions: 1. Add a short paragraph of what GMOs are why it is healthier to buy farm fresh, 2. Increase the size of your logo a tad. It is a great logo, but I get the feeling that it is a bit lost within the poster. It shouldn’t be the focal point, but I think it could go up in percentage size a tad.”

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.34

[process book] construct digital development - round 2

final icon + messaging

out!

your absent grotesque 107C

447C

485C

1805C

SUPPORT YOUR LOCAL FARMERS absent grotesque 447C

SHOP YOUR LOCAL FARMERS’ MARKET TO ENSURE YOU ARE EATING FRESH HEALTHY + ORGANIC FOODS. SAY NO TO GMO’S, SAY YES TO FARMLANDS.

helvetica neue ©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

447C

icon process book

.35

[process book] accomplish final deliverables

poster illustrations

poster illustration [1]

your

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

out!

ERS M R A F L A C O L PPORT YOUR

SU

VISIT YOUR LOCAL FARMERS’ MARKET TO ENSURE YOU ARE EATING FRESH HEALTHY AND ORGANIC FOODS. SAY NO TO GMO’S, SAY YES TO FARMLANDS.

SUPPORT YOUR LOCAL FARMERS poster illustration [2]

Exemplified are 2 styles of the poster design.

1] For inner city Famers’’ Market 2] For inner city Bus Shelters

FARMTOFORK.COM

process book

.36

[process book]

farmers’ market - downtown Kansas City, MO

accomplish final design execution

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.37

[process book]

chalkboard signage at farmers’ market

accomplish final design execution

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.38

[process book]

food crates for farmers’ market

accomplish final design execution

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.39

[process book]

bus shelter - Crowne Plaza Kansas City, MO

accomplish final design execution

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.40

[process book]

burlap eco friend

ly bags

accomplish final design execution

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.41

[process book]

burlap eco friendly bag - local market

accomplish final design execution

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.42

[process book] accomplish final words

final words

In closing, my campaign Farm to Fork has been an exceptional learning experience for me. This is the first campaign that I’ve designed and developed and I’ve really enjoyed it since the subject matter supports my father. Throughout this project, I’ve learned the importance of placing the header, message, and icon in their hierarchy placements. The importance it is of having a witty header to grab the audience and strong visuals to support the campaigns intent.

Overall, I’ve really enjoyed this project and I look forward to the next social awareness campaign project.

©Jamie Turpin, 2012 . Portfolio Design . Social Awareness

process book

.43