PROJECT BOOK
INTRO DUCTION 2
What you’re about to read is the journey of how Titus International, a small, locally owned surf school, was transformed into Titus Surf, a highly recognized company known for their charitable efforts, friendly staff, and ability to teach anyone how to surf in a positive and uplifting environment. 3
TABLE OF CONTENTS 4
COMPANY RESEARCH
CREATIVE DEVELOPMENT
Who is Titus Surf? The Gromlettes Key Findings Campaign Goals
Creative Brief Mood Boards The New Face of Titus Web Development Social Networks Print Development
STYLE GUIDE
FINAL DESIGNS
Logo Usage Textures & Backgrounds Color Palette Typography Images
Print Collateral Social Networking Merchandise Radio Advertisement Website YouTube Channel 5
COMPANY RESEARCH
WHO IS TITUS SURF? According to Troy, “Titus is just a simple surf company. We love to surf and share the lifestyle and culture with others. Back in 1999, Titus started out as two boards and a smile, but here we are 14 years later still enjoying what we do best...helping people surf.” Along with great camps and excellent staff, Titus Surf is known for their charitable efforts. 15% of all profit go to helping those in need. Efforts include community outreach, volunteer work, and international mission trips. This information will also be included in the brochures, on the website, and included with product packaging.
Troy “Meat Head” Smith 8
THE GROMLETTES Titus Surf’s campaign will be developed to appeal to middle class youth who are interested in surfing as a lifestyle, a culture, and a sport. Location: South-Eastern coast of Virginia Age: 8–16 years old Gender: Male & Female Interests: Surfing, Skating, Sports
The target audience for Titus Surf consists mostly of young people. Titus Surf seeks to transform these children into groms, which is surfer slang for “young surfers”.
Titus Surf is willing to teach anyone who is able to learn. Titus Surf understands that this audience cannot enroll and participate in these classes on their own. The campaign will also cater to the parents and guardians of their audience.
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KEY FINDINGS -Season runs from May 1st to October 1st -Each instructor is CPR certified -Titus dedicates 15% of profits to charity -Titus’ current website is incomplete -Titus takes missions trips to Costa Rica -Prices for surf classes are cheaper than most
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CAMPAIGN GOALS -Rebrand Titus’s identity as an easily identifiable surf company -Raise awareness of the company in their local community -Create platforms for Company/Customer interaction -Develop a clear target audience
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STYLE GUIDE
ACCEPTABLE USAGE OF THE TITUS SURF LOGO VERTICAL
PLACEMENT
HORIZONTAL
SPACING
STACKED .5” Top & Bottom .75” Left & Right
COLOR VARIATIONS NORMAL
BLACK
WHITE .5” Top & Bottom .75” Left & Right
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UNACCEPTABLE USAGE OF THE TITUS SURF LOGO PLACEMENT VERTICAL
HORIZONTAL
COLOR VARIATIONS INVERSE
BLUE
ORANGE
NON-BRAND
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TEXTURES & BACKGROUNDS
All textures and backgrounds must be clearly recognizable as something you would see at the beach such as waves, sand, and shells. The textures above are examples of sand. The examples below are acceptable images as backgrounds as they clearly portray the beach.
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IMAGES
All images used should portray people having fun in a surfing environment. Children who are surfing should be shown with an instructor nearby in order to communicate safety. Images should be communicate the feel of Titus Surf which is energetic, positive, and fun.
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COLOR PALETTE
R: 0 G: 93 B: 255 Pantone 7684 C
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C: 82 M: 64 Y: 0 K: 0
R: 96 G: 182 B: 232 Pantone 2915 C
C: 56 M: 13 Y: 0 K: 0
R: 242 G: 126 B: 47 Pantone 2915 C
C: 1 M: 62 Y: 93 K: 0
R: 250 G: 164 B: 28 Pantone 7684 C
C: 0 M: 41 Y: 99 K: 0
TYPOGRAPHY
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CREA TIVE DEVELOP MENT
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FINAL DESIGNS 23
Titus Surf Campaign Project Book by Jaried Frogosa