Page 1

ZoUP! CAMpAIGn

Project Book 1


Note From The Author

...FoR MY FAmILY... NoW I HAVE SoMeTHInG ElSe To sHOW FoR AFtEr ALl Of THeSe YEArS Of sCHoOlINg! 2


Table of Contents •  CHAPtEr 1: ReSeArCH –  ReSeArCH PApEr –  COmMUnICATIoNs AUDIT –  COmPeTItIVE AUDIT –  SWoT –  CReATIVe BrIEf –  DEmOgRApHICS

•  CHAPtEr 3: DEsIGn StANDArDS –  –  –  –  – 

COloR PAlEtTe TYpOgRApHY IMAgErY TeXtUReS LoGo gUIDElINeS

3.1 3.1 3.2 3.2 3.3

•  CHAPtEr 2: CReATIVe DEVeLoPmEnT –  –  –  – 

COmPeTItIVE SUrVeY DEsIGn ReSeArCH MoODboARD LoGo DEVeLoPmEnT

•  CHAPtEr 4: FInAL DEsIGnS –  FACeBoOK –  TWItTEr –  SmARt DEVICe APpLICAtIOn –  EmAILs –  MAIlINgS –  TeLeVISIoN

3


Chapter 3


Creative development


COloR PAlEtTe Orange = Seems to be one of the best attention grabber colors of today. I know when I see this color I automatically think warm climate and fun. I associate this with something new and exciting, and I would hope others would too. I would like to incorporate this into the logo of the project, but also in the interior design portion of the business. Yellow = Automatically makes me happy and think of the sun, as well as warmth. It is inviting, but a bold and powerful color that is also attention getting. It’s what I would use as an accent color in the interior design of the business. Light red = I suppose this could be considered to be closer to almost a pink shade, but I want this to be part of the interior design of the business and logo as well. I think it will really convey the passion and sensitivity to the brand and audience. Aqua = I chose this mainly because it is one of my favorite colors, and it’s not something I see every day. Trying to stick with the culture is also why I chose this color, because it stands for healing and protection. The culture is about Zen-like qualities, so I still want to tie this into the company, but I wanted to do it in a different way since the “normal" way is continuously repeated. I would use this in the interior design and logo as well. Lime green = This is another of my favorite colors, because it reminds me of Florida for some reason (I just love the state and Walt Disney World). Anyway, I chose this shade of green, because I feel like green has been used too frequently for this culture and today’s society since everyone is talking about being “green" all the time now. This would probably be used as an accent color in the interior design, but I would definitely use it for the logo. I think this color works best because it conveys how I would like the company to be seen: full of possibilities and prosperity. To add, I chose most of these fonts based on what I felt when I saw the fonts. I went with my gut, because it’s usually right. According to Bonneville, “Many times, a typeface just strikes you for some reason as appropriate. Your right brain knows it but your left brain can’t understand why" (March 24, 2011). I guess I usually do this when I’m just playing on the computer and creating scrapbooks, greeting cards or invitations really. If I see a font that seems to work well with the event, then I typically use it. I don’t usually use fonts that I don’t feel as though they convey the message I want to convey.

Design TYpOgRApHY Modern No. 20 This font was chosen since it is modern and fits with the Modern/Hip theme of the campaign. I chose this font because of the same reasons I chose “Neutra Text." I may not use this, however, because I feel this has been used too many times in today’s society. I like it, because it is another take on “Times" or “Times New Roman." I just feel like it is too casually used these days. Vaguely Fatal This was chosen since it was fresh and something that I have never seen before. I want to use something different that will easily be recognized as “that" brand, such as “Sharpie." To me this font is like a modern twist on the Zen culture. It appears relaxing to me. I feel that it is pleasing to the eye. Neutra Display – Drafting I chose this text based on looking over the “Fonts Used" link from our reading. I searched for modern fonts already in use, and this was one of them that really caught my eye. The other was “Modern No. 20." I like this because it is clean, bold, and easy to read. Sample taglines – Healthy and Fast Comfort Soups!

More soup varieties than never before! No nEeD To WAIt FoR COmFoRt fOoD ANYmOrE!

6


Standards T e X t U R e S

Centerpieces: I chose this because this portrays the “hip" and “modern" feel the client is looking for. I would not mind utilizing the flowers in the vases, because the color works well with the trendy notion of this project, but I would rather see colorful flowers such as roses. I think using flowers would help to evoke a feeling of warmth, security, and balance. According to whatsyoursign.com, “Some helpful key words pertaining to symbolic rose meaning: … balance… passion… devotion…" (2005-2011). The rose would help to portray my ideas for the company of passion and devotion, as well as balance, to still somewhat connect to its culture but also convey what the company is today and that it is here to stay.

The images below were chosen to help maintain the beliefs and values the company is about. All images correlate to the start of the company, and what Zoup! is really all about. Family, healthy and fresh must always be expressed by the company in order to retain the customer base while adding more to the group.

Frames: I chose this image for the design and colors. I think they really work well together, and going based off of my gut again according to Bonneville. The image creates a feel or mood of excitement, fun and youth. The Treehouse article states that color “can affect our moods so we surround ourselves in the colours that have a positive impact on our mood” (September 10, 2009). I suppose that is part of the reason why I chose these colors. I also like the abstractness of the photo. Using recycled picture frames that have been painted and hung on a wall in a fashion to create 3D art, may be a cool and effective way to gain the target audience’s attention. Wood Grain: I chose this as a texture or pattern, and also for the color. The inside of the Zoup! restaurant’s should express cleanliness, brightness and warmth. I was thinking more of a beach theme when I was redesigning Zoup!’s image. I would suggest only using textures and patterns that fit this notion to help maintain that type of atmosphere. There is no date or information of this image, since it was retrieved from my desktop photos.

7

I M A g E r Y


Logo

PrEVIoUS DEsIGn

DO’S BlACK AND WHITe

COloR

THe PrEVIoUS LoGo EmPlOYeD HUEs Of BroWN AND OrAnGe, AS WElL AS BlACK. IT DID NoT ReALlY COnVEY THe tRUe EsSeNCe Of THe COmPAnY. THIs PrOmpTeD A ReVAMp Of THe TrANsPArEnT LoGo. THe ReVAMp INClUDEs WARm, BrIGHt, HAPpY COloRs To EXpReSs THe FUn, MoDErN, AND FAmILY VAlUEs Of THe BrAND. THe NeW LoGo TrULY COnVEYs THe WHOlE EXpeRIeNCe AnD EsSeNCe THAt OnE WILl EnCOUnTeR AT ZoUP!. IT ReALlY EnGAgeS THe BeLIeFs AND VALUeS Of THe COmPAnY, BUt ALsO EnABleS COnSUmErs To EnJOY THoSe AsPeCTs Of THe BrAND. 8  


Guidelines VErTICAl

DOn’Ts

SQUIsH No BoRDer

StReTCH

9


Jessica MacKay 2013 Full Sail University

10 Â


Project Book ZoUP! CAMpAIGn

14


Note From The Author

...FoR MY FAmILY... NoW I HAVE SoMeTHInG ElSe To sHOW FoR AFtEr ALl Of THeSe YEArS Of sCHoOlINg! 15


Table of Contents •  CHAPtEr 1: ReSeArCH –  ReSeArCH PApEr –  COmMUnICATIoNs AUDIT –  COmPeTItIVE AUDIT –  SWoT –  CReATIVe BrIEf –  DEmOgRApHICS

•  CHAPtEr 3: DEsIGn StANDArDS –  –  –  –  – 

COloR PAlEtTe TYpOgRApHY IMAgErY TeXtUReS LoGo gUIDElINeS

3.1 3.1 3.2 3.2 3.3

•  CHAPtEr 2: CReATIVe DEVeLoPmEnT –  –  –  – 

COmPeTItIVE SUrVeY DEsIGn ReSeArCH MoODboARD LoGo DEVeLoPmEnT

•  CHAPtEr 4: FInAL DEsIGnS –  FACeBoOK –  TWItTEr –  SmARt DEVICe APpLICAtIOn –  EmAILs –  MAIlINgS –  TeLeVISIoN

16


Chapter 3


Creative development


COloR PAlEtTe Orange = Seems to be one of the best attention grabber colors of today. I know when I see this color I automatically think warm climate and fun. I associate this with something new and exciting, and I would hope others would too. I would like to incorporate this into the logo of the project, but also in the interior design portion of the business. Yellow = Automatically makes me happy and think of the sun, as well as warmth. It is inviting, but a bold and powerful color that is also attention getting. It’s what I would use as an accent color in the interior design of the business. Light red = I suppose this could be considered to be closer to almost a pink shade, but I want this to be part of the interior design of the business and logo as well. I think it will really convey the passion and sensitivity to the brand and audience. Aqua = I chose this mainly because it is one of my favorite colors, and it’s not something I see every day. Trying to stick with the culture is also why I chose this color, because it stands for healing and protection. The culture is about Zen-like qualities, so I still want to tie this into the company, but I wanted to do it in a different way since the “normal" way is continuously repeated. I would use this in the interior design and logo as well. Lime green = This is another of my favorite colors, because it reminds me of Florida for some reason (I just love the state and Walt Disney World). Anyway, I chose this shade of green, because I feel like green has been used too frequently for this culture and today’s society since everyone is talking about being “green" all the time now. This would probably be used as an accent color in the interior design, but I would definitely use it for the logo. I think this color works best because it conveys how I would like the company to be seen: full of possibilities and prosperity. To add, I chose most of these fonts based on what I felt when I saw the fonts. I went with my gut, because it’s usually right. According to Bonneville, “Many times, a typeface just strikes you for some reason as appropriate. Your right brain knows it but your left brain can’t understand why" (March 24, 2011). I guess I usually do this when I’m just playing on the computer and creating scrapbooks, greeting cards or invitations really. If I see a font that seems to work well with the event, then I typically use it. I don’t usually use fonts that I don’t feel as though they convey the message I want to convey.

Design TYpOgRApHY Modern No. 20 This font was chosen since it is modern and fits with the Modern/Hip theme of the campaign. I chose this font because of the same reasons I chose “Neutra Text." I may not use this, however, because I feel this has been used too many times in today’s society. I like it, because it is another take on “Times" or “Times New Roman." I just feel like it is too casually used these days. Vaguely Fatal This was chosen since it was fresh and something that I have never seen before. I want to use something different that will easily be recognized as “that" brand, such as “Sharpie." To me this font is like a modern twist on the Zen culture. It appears relaxing to me. I feel that it is pleasing to the eye. Neutra Display – Drafting I chose this text based on looking over the “Fonts Used" link from our reading. I searched for modern fonts already in use, and this was one of them that really caught my eye. The other was “Modern No. 20." I like this because it is clean, bold, and easy to read. Sample taglines – Healthy and Fast Comfort Soups!

More soup varieties than never before! No nEeD To WAIt FoR COmFoRt fOoD ANYmOrE!

19


Standards T e X t U R e S

Centerpieces: I chose this because this portrays the “hip" and “modern" feel the client is looking for. I would not mind utilizing the flowers in the vases, because the color works well with the trendy notion of this project, but I would rather see colorful flowers such as roses. I think using flowers would help to evoke a feeling of warmth, security, and balance. According to whatsyoursign.com, “Some helpful key words pertaining to symbolic rose meaning: … balance… passion… devotion…" (2005-2011). The rose would help to portray my ideas for the company of passion and devotion, as well as balance, to still somewhat connect to its culture but also convey what the company is today and that it is here to stay.

The images below were chosen to help maintain the beliefs and values the company is about. All images correlate to the start of the company, and what Zoup! is really all about. Family, healthy and fresh must always be expressed by the company in order to retain the customer base while adding more to the group.

Frames: I chose this image for the design and colors. I think they really work well together, and going based off of my gut again according to Bonneville. The image creates a feel or mood of excitement, fun and youth. The Treehouse article states that color “can affect our moods so we surround ourselves in the colours that have a positive impact on our mood” (September 10, 2009). I suppose that is part of the reason why I chose these colors. I also like the abstractness of the photo. Using recycled picture frames that have been painted and hung on a wall in a fashion to create 3D art, may be a cool and effective way to gain the target audience’s attention. Wood Grain: I chose this as a texture or pattern, and also for the color. The inside of the Zoup! restaurant’s should express cleanliness, brightness and warmth. I was thinking more of a beach theme when I was redesigning Zoup!’s image. I would suggest only using textures and patterns that fit this notion to help maintain that type of atmosphere. There is no date or information of this image, since it was retrieved from my desktop photos.

20

I M A g E r Y


Logo DO’S BlACK AND WHITe

COloR

THe PrEVIoUS LoGo EmPlOYeD HUEs Of BrOWn AND OrAnGe, AS WElL AS BlACK. IT DID NoT ReALlY COnVEY THe tRUe EsSeNCe Of THe COmPAnY. THIs PrOmpTeD A ReVAMp Of THe LoGo. THe ReVAMp INClUDEs WARm, BrIGHt, HAPpY COloRs To EXpReSs THe TrANsPArEnT FUn, MoDErN, AND FAmILY VALUeS Of THe BrAND. THe NeW LoGo TrULY COnVEYs THe WHOlE eXPeRIeNCe AnD EsSeNCe THAt OnE WILl EnCOUnTeR At ZoUP!. IT ReALlY EnGAgeS THe BeLIeFs AND VALUeS Of THe COmPAnY, BUt ALsO PrEVIoUS DEsIGn EnABleS COnsUMeRs To EnJOY THoSe AsPeCTs Of THe BrAND.

21


Guidelines VErTICAl

DOn’Ts SQUIsH No BoRDer

StReTCH

22


Jessica MacKay 2013 Full Sail University

23 Â

MacKay_10.1.1Final  
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