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PROCESS BOOK MATINNAE M. MILLER ADVERTISING DESIGN


WHAT IS AD DESIGN TO ME?

to me...advertising design is the persuasion behind the product. the creators of advertisments are the masterminds of persuasion. without it, or us... most the world would be lost.

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TABLE OF CONTENTS.

Projects Project 1 – Emergence 4 Project 2 – “The Collections” Stephens College Fashion Show 12 Project 3 – FMM Capstone Brand & Ad Campaign 25 Project 4 – Stephens Life Promotion Campaign 37 Exercises WOW Research 46 Creative Play 49 Read, Reflect and report Chapter 9 51 Chapter 13 52 Art & Copy Quote 53

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EMERGENCE PROJECT ONE PROJECT DESCRIPTION INTAKE. PENCILS EXECUTION. GRADE

4


INTAKE.

5


INTAKE. PENCILS.

6


CREATIVE DEVELOPMENT WORKSHEET

7


CREATIVE DEVELOPMENT WORKSHEET

8


EXECUTION.

9


FINAL EXECUTION.

+CHOSEN FOR PRODUCTION. DISPLAYED AS A 3 X 4 POSTER IN COSTUME EXHIBIT.

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GRADE.

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THE COLLECTIONS PROJECT TWO PROJECT DESCRIPTION INTAKE. PENCILS EXECUTION. GRADE

12


INTAKE.

13


CREATIVE DEVELOPMENT WORKSHEET.

14


CREATIVE DEVELOPMENT WORKSHEET.

15


CREATIVE DEVELOPMENT WORKSHEET.

16


RESEARCH.

17


PENCILS.

thecollections thecollections thecollections thecollections thecollections

thecollections thecollections thecollections 18


collections collections

Saturday, April 20, 2012

the

thecollections

69th Annual Stephens College Student Designer Fashion Show

the

the

Show times: 12:00, 2:30, 5:00, 7:00 p.m. Stephens College Windsor Auditorium 1405 E. Broadway, Columbia MO 65215 Awards presentation following 7:00 p.m. performance General admission: $15.00 For more information call 573-876-7233 or fashion@stephens.edu

69th Annual Stephens College Student Designer Fashion Show

Saturday, April 20, 2012 Show times: 12:00, 2:30, 5:00, 7:00 p.m. Awards presentation following 7:00 p.m. performance Stephens College Windsor Auditorium 1405 E. Broadway, Columbia MO 65215 General admission: $15.00 For more information call 573-876-7233 or fashion@stephens.edu Tickets available at stephensfashion.eventbrite.com

the

69th Annual Stephens College Student Designer Fashion Show

collections

Tickets: stephensfashion. eventbrite.com

Saturday, April 20, 2012

collections

FIRST DRAFTS.

Stephens College Windsor Auditorium 1405 E. Broadway, Columbia MO 65215 Show times: 12:00, 2:30, 5:00, 7:00 p.m. Awards presentation following 7:00 p.m. performance General admission: $15.00 For more information call 573-876-7233 e-mail fashion@stephens.edu Tickets available at stephensfashion.eventbrite.com

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20

Saturday, April 20, 2012 Show times: 12:00, 2:30, 5:00, 7:00 p.m. Awards presentation following 7:00 p.m. performance Stephens College Windsor Auditorium 1405 E. Broadway, Columbia MO 65215 General admission: $15.00 For more information call 573-876-7233 or fashion@stephens.edu Tickets available at stephensfashion.eventbrite.com

THECOLLECTIONS

69th Annual Stephens College Student Designer Fashion Show Saturday, April 20, 2012 Show times: 12:00, 2:30, 5:00, 7:00 p.m. Awards presentation following 7:00 p.m. performance Stephens College Windsor Auditorium 1405 E. Broadway, Columbia MO 65215 General admission: $15.00 For more information call 573-876-7233 or fashion@stephens.edu Tickets available at stephensfashion.eventbrite.com

THECOLLECTIONS

Saturday, April 20, 2012 Show times: 12:00, 2:30, 5:00, 7:00 p.m. Awards presentation following 7:00 p.m. performance Stephens College Windsor Auditorium 1405 E. Broadway, Columbia MO 65215 General admission: $15.00 For more information call 573-876-7233 or fashion@stephens.edu Tickets available at stephensfashion.eventbrite.com

THECOLLECTIONS

thecollections

Saturday, April 20, 2012

collections

the

FIRST DRAFTS.

THECOLLECTIONS


SECOND DRAFTS.

69th Annual Student Designer Fashion Show

Saturday, April 20, 2012

Show times: 12:00, 2:30, 5:00, 7:00 p.m. Stephens College Windsor Auditorium 1405 E. Broadway, Columbia MO 65215 Awards presentation following 7:00 p.m. performance General admission: $15.00 For more information call 573-876-7233 or fashion@stephens.edu Tickets available at stephensfashion.eventbrite.com

the c o l l e c t i o n s

t

the c o l l e c t i o n s

69th Annual Stephens College Student Designer Fashion Show Saturday, April 20, 2012 Show times: 2:00, 4:00, 7:00 p.m. Stephens College Windsor Auditorium 1405 E. Broadway, Columbia MO 65215 Awards presentation following 7:00 p.m. performance General admission: $15.00 For more information call 573-876-7233 or fashion@stephens.edu

Tickets available at stephensfashion.eventbrite.com

21


the c o l l e c t i o n s

69th Annual Stephens College Student Designer Fashion Show

22

69th Annual Student Designer Fashion Show

Saturday, April 20, 2013

Show times: 12:00, 2:30, 5:00, 7:00 p.m. Stephens College Windsor Auditorium 1405 E. Broadway, Columbia MO 65215 Awards presentation following 7:00 p.m. performance General admission: $15.00 For more information call 573-876-7233 or fashion@stephens.edu Tickets available at stephensfashion.eventbrite.com

the c o l l e c t i o n s

Saturday, April 20, 2013 |

2:00 | 4:00 | 7:00

69th Annual Student Designer Fashion Show

Saturday, April 20, 2012

the c o l l e c t i o n s

EXECUTION.


EXECUTION. t

t

the c o l l e c t i o n s

the c o l l e c t i o n s

Saturday, April 20, 2013

69th Annual Stephens College Student Designer Fashion Show

69th Annual Stephens College Student Designer Fashion Show

Saturday, April 20, 2012 Show times: 12:00, 2:30, 5:00, 7:00 p.m. Stephens College Windsor Auditorium 1405 E. Broadway, Columbia MO 65215 Awards presentation following 7:00 p.m. performance General admission: $15.00 For more information call 573-876-7233 or fashion@stephens.edu

Show times: 2:00, 4:00, 7:00 p.m. Stephens College Windsor Auditorium 1405 E. Broadway, Columbia MO 65215 Awards presentation following 7:00 p.m. performance General admission: $15.00 For more information call 573-876-7233 or fashion@stephens.edu

Tickets available at stephensfashion.eventbrite.com

Tickets available at stephensfashion.eventbrite.com

thec o l l e c t i o n s

the c o l l e c t i o n s

the c o l l e c t i o n s

Saturday, April 20, 2012

69th Annual Stephens College Student Designer Fashion Show Saturday, April 20, 2012

2:00

4:00

7:00

+RECOGNIZED AS SECOND RUNNER UP BY STEPHENS COLLEGE STUDENTS & FASHION DEPARTMENT STAFF.

t

t

ThankYou

t

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FEEDBACK.

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CAPSTONE LOGO PROJECT THREE PROJECT DESCRIPTION INTAKE. PENCILS EXECUTION. GRADE

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INTAKE. SWBL.

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INTAKE. SWBL.

27


INTAKE. SWBL.

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CREATIVE DEVELOPMENT WORKSHEET. SWBL.

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EXECUTION. SWBL LOGO.

She Wil l Be Loved

SHE

She Wil l Be Loved

LOVED SHE WILL BE LOVED

VED

WILL BE

She Wil l Be Loved

She Wil l Be Loved she will be

LO ED

She Wil l Be Loved

she will be

L VED

She Wil l Be Loved

She Wil l Be Loved

shewillbe

LO E D she will be

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LO E D

She Wil l Be Loved

She Wil l Be Loved


INTAKE. CLOSET 215.

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INTAKE. CLOSET 215.

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CREATIVE DEVELOPMENT WORKSHEET. CLOSET 215.

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FINAL EXECUTION. CLOSET 215 LOGO. Closet

215

215

Closet

Closet

215

215

Closet

Closet

shop. Chill. KC.

215 Shop. Chill. KC.

Closet

215

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Closet

shop. Chill. KC.

215 Shop. Chill. KC.

Closet

215


FINAL EXECUTION. CLOSET 215 CAMPAIGN. yo u ’ r e

215 creations

dope

Closet

we admit it

Come visit us so we can show you just how dope you are!

Thank

YoU

& bring this card with you

Closet 215 fam

from Closet 215. KC.

a HUGE thanks from us at the Closet. Bring this card in for 15% off a single item on your next visit.

Closet

215 Shop. Chill. KC.

See you soon!

Burton - Beeracuda

One Size

$23.00

Thank

YoU from Closet 215. KC.

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FEEDBACK.

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STEPHENS LIFE PROJECT FOUR PROJECT DESCRIPTION INTAKE. PENCILS EXECUTION. GRADE

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INTAKE.

38


INTAKE. PENCILS.

39


PENCILS.

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PENCILS.

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EXECUTION.

4/29 4/29 4/29 Up to this date, dUring this school year...

there have been

pieces of bacon served at stamper. cast your vote on social media today!

sl stephens liFe

Up to this date, dUring this school year... students have spent

hours studying for finals. cast your vote on social media today!

sl stephens liFe

Up to this date, dUring this school year... president lynch has worn red shoes

times.

cast your vote on social media today!

sl stephens liFe

42


FINAL EXECUTION.

4/29 4/29 NOW 4/29 4/29 Up to this date, dUring this school year...

Up to this date, dUring this school year...

cast your vote on social media today!

cast your vote on social media today!

We’ve had

cm of snow

students have spent

hours studying for finals.

sl

sl

stephens liFe

stephens liFe

4/29

StephenS Life Magazine iS reveaLed...

pick yours up at helis Communication Center room 115!

SL StephenS Life

Up to this date, dUring this school year...

Up to this date, dUring this school year...

cast your vote on social media today!

cast your vote on social media today!

there have been

pieces of bacon served at stamper.

sl stephens liFe

president lynch has worn red shoes

times.

sl stephens liFe

+CHOSEN FOR PRODUCTION. PARTNERED WITH COLLEAGUE FOR CONCEPTION, EXECUTION & DISTRIBUTION.

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FEEDBACK.

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EXERCISES

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WOW Research Section. Wolda Professional awards! Best of Spain! Logo name: Free Falling Projects
 Nation: Spain
 Agency: lifting consulting Co" Designer(s): Josep Gaspar " Client: Free Falling Projects" Description: Free Falling Projects is an investment company on entrepreneur and Start-Up projects. The company shareʼs both passion and risk on every investment and wanted to transmit these values on its corporative identity. Naming was created by Lifting Consulting Company." Score: 404 "" I chose this design because I actually said WOW when I found it. This is a designed logo that I have some what of an idea as to what it does but am not absolutely sure. It intrigued me because of the potential thought that went into the design. The figure, placing that specific pattern in the figure, the choice of the font, stacking the words so closely and even placing them under the umbrella. This was a really cool logo."

• 

2012 Regional Design Annual!

• 

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The actual design wraps around the streets of New York. I never really paid attention to this brand but I really like designs showcased in public that make me want to see the rest. If I started on 5th Ave, I would know what the brand is but I am drawn in and may go around the corner to see the rest although that is not the way I was going in the first place."

Uniqlo New York City construction barricade (Page 171) by Open: Kashiwa Sato, Todd Waterbury (creative directors); Scott Stowell (art director/designer); Naz Shin, Ericka Lee, Yoshie Hozumi (designers); Heather Larimer (writer); not closed.com"


.

WOW Research Section.

2012$Regional$Design$Annual$ $Client:$Harvard Innovation Lab identity by Shepley Bulfinch (Boston): Dan

Vlahos (creative director/designer); Erin Deeley (designer); Roll, Barresi & Associates (signage consultant); Harvard Business School (client)
 I found this to be a WOW design because it is something so simple yet very much so impacts people that see it. The “Hi” stands for Harvard Innovation but gives a welcoming feel because “Hi” is a common welcome/greeting among people."

•  • 

Cannes Lion Festival: Self-promotional T-shirt for Canadian Personal Trainer Roland Semprie by GJP Advertising. " This is just a cool design. Itʼs motivational, itʼs memorable and itʼs innovative. Iʼm sure people that donʼt like to sweat would buy this shirt just to measure their productivity during work outs."

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WOW Research.

• 

• 

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Business cards for Glammer Education Institute of Hair Design by Y&R Thailand. The card allows for shapes to be cut out with scissors, creating unique hair styles." This is a WOW design because its memorable! Personally, it applies to me because this is an environment that Iʼve been raised in and it is something that I have never seen before in the cosmetology world."


Creative Play: Stuffed Animal Logo.

NIGHT NIGHT NIGHTWL NIGHT WL

WL BOWLING NIGHT NIGHT WL BOWLING WL BOWLING BOWLING Can You Bowl In The Dark?

an You Bowl In The Dark?

Can You Bowl In The Dark?

Can You Bowl In The Dark?

WL BOWLING NIGHT NIGHT WL BOWLING WL BOWLING BOWLING Can You Bowl In The Dark?

Can You Bowl In The Dark?

Can You Bowl In The Dark?

Can You Bowl In The Dark?

NIGHT NIGHT NIGHTWL NIGHTWL

WL BOWLING NIGHT NIGHT WL BOWLING WL BOWLING BOWLING Can You Bowl In The Dark?

an You Bowl In The Dark?

Can You Bowl In The Dark?

Can You Bowl In The Dark?

WL BOWLING NIGHT NIGHT WL BOWLING WL BOWLING BOWLING Can You Bowl In The Dark?

Can You Bowl In The Dark?

Can You Bowl In The Dark?

Can You Bowl In The Dark?

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don’t stop until you reach your goals. never look back. full speed ahead. keep going. just do it. there is a light at the end of the tunnel. chaching!!!

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I J

C

run

walk no

CREATIVE PLAY.


RRR CH. 9.

Branding is used in our everyday lives. We can tell if a brand has

successfully been done if you remember it at the end of the day, the next day or a week from now. Branding is the defining of a business of any kind. Drinks, restaurants, retailers, airlines and telephone companies to name a few are the types of establishments that brand themselves and are recognized everyday. When coming up with a brand a strategy is important. This is because it is the groundwork or the foundation for everything else that will be built. The strategy is the first portion of the process. The brand must be constructed and must take a position within the industry. This will help with distinguishing the brands positioning when choosing a name and taking any further steps.

When creating a brand it is also important to differentiate it from other

brands. Another cola company branding itself probably would not want to use red and script in their branding materials because it may be mistaken for CocaCola. However, like Coca-Cola the brand should be memorable, timeless and consistent through all materials, which the branding will be placed on.

Branding is absolutely everywhere and there is a plethora of ways to gain

familiarity with the consumer of your brand as long as they see it. These include, commercials (TV or radio), print materials, advertisements, logos being placed on any and everything that has to do with the company, sponsoring, creating a buzz, events and the internet (advertising on social media sites is huge because people spend so much time on these sites these days).

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RRR CH. 13.

Chapter thirteen was all about advertising. The first two words you see

when beginning the reading is “Advertising Matters.” In essence it really does because like branding in chapter nine was discussed, advertising is also a daily battle every one faces. I call it a battle because it is everywhere. It is a battle for both the consumer and the creator of the advertisements.

There are a number of different types of advertisements. These include

those to the consumer, those from one business to another and trade ads, which are directed to a specific group of people. One thing that I found interesting about these ads is that they all have a common goal of selling something. In order to accomplish that goal they must go through the same creative process as anything else. This process starts with the orientation – then goes to the analysis – a concept is birthed – the ad is design – after design it is implemented for everyone to see.

Advertising is successfully done usually with things that people connect

with. It can be humor, emotion, utility or other ways of connecting with the audience but there is typically some type of connection. “Create an interaction between our brand and our customers.” – Robert Rasmussen. That is the goal of most brands now is to connect with their customer on a ground level. They want to get through all of the noise that the customer encounters on the day-to-day basis. They do this by adjusting to what the consumer is using, who they are and what they are doing. One thing that is being noticed is that people are spending a lot more time on the Internet. Viral campaigns, Internet advertisement, advertising using cookies are ways that this is being done. It certainly is a way to distract a user from what they were probably doing on the Internet in the first place. Visuals are something that has not changed within advertisements. These visuals can be driven by imagery, text or a combination of both.

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ART & COPY QUOTE.

Matinnae Miller

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Advertising Design Process Book