Issuu on Google+


2


IntroDUCTION ZoeMurphy

promotes the idea of ‘Loving what

belongs to you’ by printing onto recycled furniture and textiles using imagery inspired by her seaside hometown. Zoe uses Margate, with its gaudy unpolished potential, to reflect her core values. It is a place and thing that with loving attention and good design can be brought back to be something beautiful, desired and respected. I wanted to bring the dynamics of Murphy’s product as well as herself as a designer to life with this project. By polishing her brand and creating a look and feel that is sustainable and effective communicates her brand essence it would bring Murphy’s full potential to light. Throughout this project the research, and development of this rebranding will be outlined in detail, showing that every change was made with purpose.


TABLE of CONTENTS RESEARCH . . . . . . . . . . . . . . . . . . 1.0 1.1 . . . . . . . . . . . . . . research paper 1.2 . . . . . . . . . . . . . target audience 1.4 . . . . . . . . . . . . . SWOT 1.5 . . . . . . . . . . . . . brand features

CREATIVE DEVELOPMENT . . . . . . . 2.0 2.1 . . . . . . . . . . . . . logo 2.2 . . . . . . . . . . . . swipe file 2.3 . . . . . . . . . . . . moodboard&toolbox 2.4 . . . . . . . . . . . . print media 2.6 . . . . . . . . . . . . web media 2.7 . . . . . . . . . . . . infographic

4


STYLE GUIDE . . . . . . . . . . . . . . . . 3.0 3.1 . . . . . . . . . . . . . . logo standards 3.2 . . . . . . . . . . . . . . logo guidelines 3.3 . . . . . . . . . . . . . . print collateral 3.4 . . . . . . . . . . . . . . color palette 3.5 . . . . . . . . . . . . . . font choices 3.6 . . . . . . . . . . . . . . texture and imagery 3.7 . . . . . . . . . . . . . . interative media FINAL DESIGNS . . . . . . . . . . . . . . . 4.0 4.1 . . . . . . . . . . . . . print 4.2 . . . . . . . . . . . . digital connection


REsearch 1.1 researchPAPER 1.2 targetAUDIENCE 1.4 swotANALYSIS 1.5 brandFEATURES

6


Abstract This paper will explore the history of Zoe Murphy as a designer and the process in which her company will be rebranded to provide a more sustainable place in the market. As well as the type of product she offers and the precise changes that will be made in her company rebranding. Through further examination of the current environmentally aware social climate and the available products that are in the marketplace, specifically focused on recycled furniture, the value of Zoe Murphy’s products are exemplified. Along with reference to the evolved ideology that functionality is no longer the basis in which the consumer chooses one product over another; the consumer wants to have an emotional connection with the product, especially if it goes in his or her home. Zoe Murphy takes on the established “go green” culture by making all her furniture and textiles out of recycled materials. However, what sets her apart is her ability to put herself into her work, by using imagery inspired from her childhood hometown. This creates a sense of connection and relatability that the 8

consumer craves for. It goes above and beyond the carnal needs of utility and speaks to the higher senses of ourselves as human beings. People want to feel that they are doing right with their purchases, especially in this global economic recession. Zoe Murphy’s eco- friendly products take away the buyers guilt as they feel they are not only buying what they need, but they are helping the environment in some way. She further creates value by making her work truly unique thus appealing to not only the environmentalist, but also the art seeker, or trendsetter. The duality of function and design is clear in Zoe Murphy’s work and my campaign will bring that duality to light, it essentially gives you more bang for you buck, which in this competitive marketplace is vital. Zoe work

Murphy’s bases her on the statement:

“Loving what belongs to you.”

Mass production has become a common staple of society, as it is economical and accessible. However, as the social climate moves towards originality and environmental awareness, it goes directly goes against the ideology of mass production. People want to be individuals, to stand out amongst the masses, and thus, custom work and

designs are gaining new ground in every sense. Furthermore, beyond the need to have individual appeal, the need to have social morality is becoming of greater importance. In both upper and lower classes, being environmentally conscious is considered a necessity; and those that do not adhere to this evolution of ideology are often ostracized. Therefore, being environmentally friendly has become a social fundamental of society. When environmental awareness first became a topic of social and economic discussion, many of the individuals and groups that were advocates of “going green” were seen as extremists and were widely ridiculed by the general public. Since organic and natural products were initially much more expensive and seen as a commodity and not as a necessity. However, as further research emerged that chemicals and contamination were a real and substantial problem,


truthinvalue

researchPAPER

1.1

“Trend power is increased when a brand rides more than one t r e n d a t a t i m e ” ( N e u m e i e r, 2 0 0 7 p g . 5 0 ) W h a t m a k e s Z o e Murphy’s work so profound is the duality of value in all her work. Not only is each piece one of a kind, but the style itself is something that cannot be seen in any other retail store and most importantly it provides the social value of being environmentally conscious.


1

the green movement no longer was seen as extreme and was adopted as an essential aspect of current society. There is only one inhabitable planet in our solar system that we know of, and in order to maintain the lifestyle and comfort that western culture has become accustomed to, it needs to be protected and nurtured. Natural and organic products range from cosmetic to cleaning supplies to furniture. The social climate is perfect for the products that Zoe Murphy offers, as long as it’s branded to appeal to the masses. Through Murphy’s re-use of mid twentieth century furniture pieces and patterns inspired by Formica clad sea-side cafes, her work takes on an appropriate nod to the fifties. Bright colors and optimistic images are printed onto re-veneered drawers, footstools, side tables, and Formica wall pieces.

ough University in 2008 with a first class degree in Printed Textiles. Having always been fascinated by the potential of re-use and rejuvenation of unwanted items, she works closely with the idea of encouraging others

Since the recycled products that Zoe Murphy produces are easily sought out in the current social climate, the question then becomes what sets her apart from the other companies that provide a similar product? The answer is who Zoe Murphy is as an individual, and that she puts all of herself into every piece of design she does. Murphy graduated from Loughbor-

to consume more carefully and with more responsibility. The graphics and images that she uses are drawn from her childhood seaside hometown in Margate, Kent. It truly is herself that she is selling in every product, and that takes a high level of gumption. Jim Jarmusch states that, “Authenticity is invaluable, originality is non-existent.” (Horberry, 2009). Although the

0

concept of “one man’s trash is another man’s treasure” was first brought about in the 1500’s and then later coined by Paul Simon in 1927, it speaks true to the fact that what Zoe Murphy does is utterly unoriginal, yet her authenticity is what makes her products unique. What further sets Zoe Murphy apart from her competitors is that she works to order. Thus ensuring that any piece that you obtain is yours and yours alone. A consumer that purchases one of her products will never walk into another loft and see the same piece that they have chosen to dwell in their home. As similar products have become more readily available to the consumer, the relevance of individuality has become increasingly more important. Each person wants to feel that they are special and different in some sense, especially when it comes to his or her dwellings. Bigger cities such as New York or Boston thrive on authenticity, and this is the market that Zoe Murphy’s work would easily thrive in. However, her work also has a mass appeal, to not only the big city trendsetter, but also the college student, or graphic designer working from home in a small town in Florida or Tennessee.


Ultimately is comes down to the fact that the consumer has access to almost anything their heart desires, at a varying price range. People want to get more bang for their buck. Zoe Murphy offers that by making consumers feel unique as well as socially and environmentally responsible by choosing recycled materials over the mass-produced readily available, environmentally detrimental product. The current branding that Zoe Murphy utilizes is eye catching with bright colors and a fun emotional appeal. However, her collateral along with her web design and logo is targeted mostly to the young female artist-type, which limits her ability to approach the mass appeal that her product has the ability to attract. According to Marty Neumeier, “the first step in building a brand is to look inside and see where the raw energy will come from” (Neumeier, 2007 p.47). Zoe Murphy’s raw energy comes from her originality (her Zag) and her use of eco friendly materials along with Murphy’s personalized touch in each piece. This combination ultimately has the potential to appeal to a very wide spectrum of consumers. The rebranding will focus on reworking her logo to fit a broader consumer base. The current logo consists of a bright pink circle containing a highly stylized typography with her


name in the center. This design sends a message of femininity and unassuming appeal. This may be representative of Murphy as an individual, however, in actuality; her work is bold, powerful and innovative. “It’s surprisingly easy to forget your audience and justify it by waving the flags of “innovation” and “self-expression” (Hillman, 2011 p. 19). Her color palette needs to remain bold and defined, yet also have a mass appeal. Most male consumers will shy away from a product that is represented by a bright pink logo, if not for any other reason than the societal differentiation of the color. By choosing a more gender-neutral color palette that is indicative of her material use (recycled and eco-friendly), it will allow the first time consumer to seek further into her work rather than shy away from her bold individualistic expression in her branding. “Green is no longer just a color. It’s now the symbol of ecology and a verb.” (colormatters.com) I plan on using the color green as the main theme to make the clear association of her products and recycled materials she uses to create them. “Trend power is increased when a brand rides more than one trend at a time” (Neumeier, 2007 pg. 50) What makes Zoe Murphy ’s work so profound is the duality of value in 1

2


all her work. Not only is each piece one of a kind, but the style itself is something that cannot be seen in any other retail store and most importantly it provides the social value of being environmentally conscious. Her current branding focuses more on Zoe Murphy as an individual and less on her product. The main page on her website begins with current events of what Zoe Murphy is newly involved in socially and quotes from other designers or industry professionals that are singing her praises. This creates value for Zoe Murphy as an individual and a designer, however it does not speak necessarily to the value of the product itself. This approach only adds relevance to the product after the product has been recognized as valuable in and of itself. Zoe Murphy’s skills and accomplishments should be a secondary message to the consumer, not a principal one. The primary message of the new campaign will be her environmental awareness of using recycled materials, with a secondary message of the one of a kind nature of each and every product, thus putting the main focus on the product, which is what the consumer is buying, not Murphy herself. Her skills

and story become a tertiary added value that should seal the deal when it comes to making a final decision of choosing her product over another. The website falls in suit with the style of her logo, with rainbow colored tabs and feminine typography. I plan on using a more androgynous font that is modern and easier to read, it can still

have a stylistic flare, but it needs to be less feminine. Her current copy further targets a small niche market, as even if a consumer were willing to look past the initial logo and further research the company, they would be faced with a webpage with the same stylization as

her current logo and image. The website needs to be clean, simplified and exemplify more of her work. The bright banners and tabs she uses take away from the product itself. The products are bright and colorful on their own, and although it is evident the direction the media design was attempting subsisted to fall in line with her work, it ultimately becomes distracting, as the viewer’s eyes have nowhere to rest. Lastly, Zoe is a British designer and is based out of Margate, Kent. Her work has such a global appeal, that the goal is to create a universal campaign both in print as well as social media and internet. When a consumer Google’s “recycled furniture” she is not even in the first 100 pages. By spending the minor additional expense at sponsoring her site under that search will greatly affect her client base and allow her company to grow in the marketplace. In conclusion, my rebranding campaign will focus on creating a brand that is more appealing to a broader spectrum of consumers, as the products that Zoe Murphy provides have the potential for mass global appeal.


TARGET audience

1

4


brandyGAURNIER

targetaudience

1.2

location: central florida age: 24 gender: female education level: BS income: 40k occupation: dental hygenist family: single social life: surfer, art lover, herbalist personal value’s: health is wealth cultural: loves music, festivals and conventions

herSTORY Brandy is an orphan that was raised by a Christian family that took her in and helped her find herself and supported her through her education. She suffered from anxirty her whole life and was reliant on self medication. Her adoptive family introduced her herbs and natural teas that helped ease her turmoil. This family was originally from former Yugoslavia and had also suffered a great amount of strain and thad adopted a holistic lifestyle to remedy the emotional stress caused from their survival of the Bosnian war. Through her experience with this family, she gained an affinity for natural cures and living in tune with nature and the peace that it can bring. Her adoptive family was also very eclectic as their biological daughter was an artist and thier son an engineer. With the influence of natural living and appreciation for art and science, Brandy would be a perfect persona for Zoe Murphy. She appreciates hard work and individuality, as well as being enviromentally concious and is attracted to “natural” and “recycled” materials. She also takes into consideration the technical ability that it take sto create the type of work that Zoe Murphy creates. Furthermore, having gained a strong connection with her aboptive siblings, she gained much respect for artistic creativity and technical ability.


positioningandVALUEPROPOSITION

Z o e M u r p hy s t a n d s o u t v i s u a l l y a n d i n h e r p e r s o n al involvement in the designs. Since all her work is custom made, it creates a higher level of value.

strategyforPROMOTINGtheBRAND

I plan on using Zoe’s history and originality in her work to create a memorable story that the consumer can reflect on and relate to.

strengths

Unique Recognizable Personal

opportunities

Custom Design Trendy Daring 1

6

weaknesses

Niche market Small Company Single Designer

threats

Market Changes Economy Material Availability

1.4

Brands are a promise, since Zoe Murphy is directly involved in the creation and production of all her work, providing the promise of quality.

swotanalysis

sustainableCOMPETITIVEadvantage


100%recycledMATERIALS

brandfeatures

1.5

Enviromental conciousness is not longer considered a passe fascination. It has become a staple of modern society in which most individuals will choose going green over the competition. All of Zoe Murphy’s work originates from only recycled materials making her work not only aesthetically beautiful, but socially responsible as well.

100%handMADE Zoe hand crafts all of her pieces from beginning to end. Therefore the consumer can rest assure that they are not only obtaining a beautiful addition to their dwellings, but that much effort, consideration and love went into their favorite home furnishing.

100%onlyYOURS Each work of art that Murphy creates is one of a kind. Nothing is mass produced and since the material is 100% recycled, no two pieces are the same. It gives the consumer the sense of idivuality they are seeking in the flooded marketplace.


CREATIVE development 2.1 logoDEVELOPMENT 2.2 swipeFILE 2.3 infoGRAPHIC 2.4 moodboards&TOOLBOX

1

8


2 0

2.1

logodevelopment

theINSPIRATIONS


out with the old...

E K

in with the new...

C T

H

S E


2

2

2.2

Zoe Murphy ’s origional logo is simple and easy to incorporate on a small scale, making it technically an effective logo. However, it does lack relevance to her work as well as distinction. The pink circle with the highly stylized typography is not indicative of her diverse and unique work. It does not visually “ jump out at me”, which is contrar y to the products she creates. It is also not timeless, her logo has a ver y youthful feel, however, the type of font used could easily become outdated. It also only appeals to a small spectrum of consumers, most men would shy away at her further investigating her products based on the feminine nature of her logo.

swipefile

evaluationSUMMARY


2

4


2.3infographic


theme Zoe Murphy’s work falls in the line with the current social climate of environmental consciousness by using only recycled materials for all her designs. She adds her own personal color and flair to all of her pieces inspired from her childhood beachside home. She sets herself apart by her bold design aesthetic as well as her personal lifestyle that is clearly depicted in all her work.

relevence I chose imagery that built upon one another. In order for the client to understand my frame of thought I found it necessary to show the core of my message in the rebranding, the ZAG. So I began with the most relatable topic, the eco-friendly aspect of her design, to the production, which is all hand made, to the eclectic nature of her design aesthetic from texture, to color to typography.

dynamics Bright, cheerful imges open the dynamic mood board to bring out the light, playful nature in Murphy’s designs. Also, I wanted to take the most relatable value of the product, the eco-friendly nature of her products built by 100% recycled materials. From there I wanted to transition into show how each of her products are not only forward thinking in terms of design and environmentalism, but that each piece is truly unique. The unfinished wood and paint brush background, is visually indicative of hand made process Murphy uses for all her work. Then the typography and color palettes Segway into a collage of herself and installations of her work to close is the new typography I plan on using for her re-brand. 2

6


moodboards&toolbox

2.4


STYLEguide 3.1 logoSTANDARDS 3.2 logodisplayGUIDELINES 3.3 printCOLLATERAL 3.4 colorPALETTE 3.5 fontCHOICES 3.6 texturesANDimagery 3.7 interactiveMEDIA

2

8


3 0

3.1

standards

logoDESIGNLOVE


The current logo for Zoe Murphy was very gender specific and did not appeal to the possible broad spectrum of consumers in the market. The redesign focuses on the “green” aspect of her work as well as the many patterns and bold design style that she creates.

theLOGOusages

The logo can function at various sizes, even at a minimum of 1 inch or smaller. It is important for the logo to maintain the various patterns as they are indicative of her work. The logo cannot be warped, however may be slip apart or rotated per layout necessity.

unacceptableUSAGES

theLOGO

acceptableUSAGES

Zoe Murphy is in Industrial Fashion and Design sector with a sub-sector of recycled furniture. Zoe Murphy’s work falls in the line with the current social climate of environmental consciousness by using only recycled materials for all her designs. She adds her own personal color and flair to all of her pieces inspired from her childhood beachside home. She sets herself apart by her bold design aesthetic as well as her personal lifestyle that is clearly depicted in all her work.


Various opacities and colors are all acceptable, however the pattern must always be visible and the shapes can be rotated but cannot be warped.

3

2

displayguidelines

The logo can be split up and does not need to appear together on all occasions. However, when the logo is complete and stacked it must follow this guideline. Also if the typography and logo are not stacked then the space between the typgraphy and the graphic will also follow the “x” guide.

3.2

The logo redesign for Zoe Murphy was meant to be placed and sized with ease as it uses the same repeating proportions and even manipulation of the main size shown as “X”. For spacing around the logo, there needs to be a minimum of the given main proportion as well all the way around. the edges


printcollateral 3.3


R: 255 G: 110 B: 140 C: 2 M: 71 Y: 24 K: 0

R: 112 G: 142 B: 59 C: 60 M: 27 Y: 100 K: 9

R: 229 G: 96 B: 42 C:6 M: 77 Y: 96 K: 0

R: 157 G: 169 B: 57 C: 43 M: 21 Y: 100 K:2

R: 243 G: 159 B: 100 C: 2 M: 44 Y: 66 K: 0

R: 186 G: 183 B: 51 C: 32 M: 18 Y: 100

R: 82 G: 194 B: 186 C: 6 M: 30 Y:33 K: 0

R: 150 G: 203 B: 101 C: 45 M: 0 Y: 79 K:0

R: 93 G: 199 B: 210 C: 5 M: 80 Y: 19 K: 0

R: 173 G: 203 B: 100 C: 36 M: 4 Y: 72 K:0

R: 32 G: 168 B: 172 R: 222 G: 229 B: 109 C: 76 M: 12 Y: 35 K: 0 C: 12 M: 0 Y: 72 K:0

R: 116 G: 81 B: 55 R: 241 G: 238 B: 129 C: 42 M: 62 Y: 78 K: 34 C: 7 M: 0 Y: 62 K: 0

3

4

R: 65 G: 44 B: 26 R: 244 G: 244 B: 185 C: 52 M: 67 Y: 81 K: 85 C: 5 M: 0 Y: 34 K:0

colorpallette

R: 83 G: 122 B: 55 C: 70 M: 32 Y: 100 K:18

3.4

R: 231 G: 51 B:89 C: 3 M: 96 Y: 56 K: 0


headings:

Bellerose fontselection

3.5

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz bodycopy:

Caviar Dreams Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz feature:

HandwritingDraft Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz


3 6

textureandimagery 3.6


motiongraphics

3.7

interactivemedia storyboard


FINALdesigns 4.1 printDESIGN 4.2 digitalCONNECTION

3

8


4 0

4.1

printdesign

finalDESTINATION


4

2


4

4

moreprint

Magazines are a incredibly effective avenue to reach a broad spectrum of consumers that would specifically benefit my rebranding project. Many people look to magazines when looking for inspiration on interior design. Home and garden magazine’s are often top sellers in the market. Zoe Murphy also extends her reach by being designed based and eco friendly making her advertising in print media appropriate for a variety of magazines and print. 

4.1

Print is an important tool as individuals have access to different sources of media at different times. Furthermore, there are those that prefer tangible visual advertisements that stand apart from the wide array of digital media that is available in the current social climate. Zoe Murphy also extends her reach by being designed based and eco friendly making her advertising in print media appropriate for a variety of magazines and print.


digitalconnection

4.2

Web and social media are the most widely used mediums of interaction by both consumers and companies worldwide. Not only is it cost effective, it is also a powerful communication tool. With the ability to reach millions of users, properly placed and directed events, tweets and blogs can attract new consumers and maintain their interest with ease. Social media is a great way to jump start awareness of the brand as most of the world utilizes at least one form of these social networking sites. Information spreads quickly through the web of interaction designed on this platform, and reaches a largely varied consumer base. There are more that 1.11 billion facebook users worldwide, even having a minute access to this amount of consumers can bring about growth in a company if used effectively. Twitter has been growing in numbers as well, reaching 500 million registered users. Blogs are also useful to read comments by other consumers of the product and also gain a more in depth feel for the product and company.


4

smartREFERENCES

6


Wheeler, A. (2013) Designing brand identity: An essential guide for the whole branding team. Hoboken, NJ: John Wiley & Sons.   Levens, M. (2010). Marketing: Defined, explained, applied. Upper Saddle River, NJ: Pearson Education, Inc. American Research Group Inc. (2012). Ten Rules for More Effective Advertising. Retrieved from; http://americanresearchgroup.com/ adrules/.  Saffer, Dan. Designing for Interaction: Creating Innovative Applications and Devices, 2/e Vitalsource eBook for Full Sail University. Sagemiester, Stefan. Obessions Make My Life Worse and My Work Better. Retrieved from: http://www.youtube.com/watch?v=av4mLRiCAxo Green Leaf Branch; Retrieved from, http://www.pptback.com/bark-of-a-tree-pleasant-green-leaves-pptbackground.html Modern Tree Image; Retrieved from,http://wallpaper.metalship.org/walls/a-flying-tree.jpg Eco-Bubble; Retrieved from;http://lerablog.org/technology/green-tech/the-dangers-of-pesticides-and-eco-friendly-pest-control-alternatives-2/ Recycle; Retrieved from,http://www.picstopin.com/1440/greenpeace-recycle-symbol-wallpaper-11544-open-walls/http:%7C%7Copenwalls*com%7Cimage%7C11544%7Cgreenpeace_recycle_symbol_1440x900*jpg/ Images of Zoe Murphy; Retreived from www.zoemuprhy.com Hillman, C. (2002). Mtiv process, inspiration and practice for the new media. Berkeley, California. Neumeier, M. (2007) ZAG: The #1 Strategy of High-Performance Brands. Pearson Learning Solutions. Retreived from vbk: 9781256504863. The Meanings of Green. Retrieved from: http://colormatters.com/green. Vasile, C. (2011). Graphic Design Basics Part 2: Design Principles. Retrieved September 25, 2013 fromhttp://www.1stwebdesigner.com/ design/graphic-design-basics-design-principles/ Wagner, M. (2008). Why Mood Boards Matter. Retrieved September 25, 2013 from http://www.webdesignerdepot.com/2008/12/whymood-boards-matter/ Horberry, Roger. Brilliant Copywriting: How to craft the most interesting and effective copy imaginable, VitalSource for Full Sail University. Pearson Learning Solutions. <vbk:9781269218078#outline(10.4.6)>.  


LOVEwhat BELONGS toYOU 4

8


Zoemurphy rebranding10