Cover art by Valerie Collymore
Tressa Randolph
TABLE OF CONTENTS
7 Overview 8 Target Audience 9 Requirements 11 Proposed Solution 12 Creative Brief 15 Research
Cary Jurriaans
16 Logo Development Joe MacKechnie
22 Logic Map 24 Initial Design Concept 25 Revised Design Concept 26 Proposed Slide-show 28 Final Website Design 29 Social Media Integration
Kathy Troyer
Frank Gaffney
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31 Image Citations
PSG Northwest Artists Process Book
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OVERVIEW
Eustace Ziegler was the preeminent painter in the region along with Sydney Laurence in 1928. Since Ziegler was involved with various art clubs and was a friend of philanthropist and SAM Founder Dr. Richard Fuller. Friends and students would gather at Zieg’s studio down on Pier 9 (now Pier 62) to show their work and critique each other’s paintings. These gatherings became regular enough that the founders determined that a self-sustaining association could be formed and Dr. Fuller and his business associates would help support the endeavor by attending an annual auction to bid on paintings donated by the membership. Gradually, the event acquired status among the city’s cultural and business leaders and once the proceeds exceeded the cost of production, the scholarship program began to grow and continues to this day. World War II During WW II the group made special funds available to G.I. Service groups and many past and present members have served in the military. Many other members met through the art departments at Boeing and the Art Department at UW and community college faculty. Rudolph Bundas Endowment A life member, Rudy Bundas [gave] a portion of his estate to the group in 2003, maintaining the non-profit objective of scholarship to foster and sustain the visual fine arts in the Pacific Northwest.
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PSG Northwest Artists Process Book
TARGET AUDIENCE
Mission The programs of exhibition and scholarship remain integral to the group’s success and the level of artistic achievement continues to be of the highest merit. Purpose The purpose of the project is to reach a more broadly diversified audience, different from the previously targeted, and design a website that is contemporary, informative and clearly reflects our mission and provenance as an organization in the Puget Sound.
Target Audience We are hoping to develop a website that reaches both supporting patrons as well as a younger generation of artists remaining mindful of the legacy members who continue to participate in this group. Our target is patrons that contribute to the fine arts here in the region and nationally as well as partnering with other fine art entities in Pacific Northwest.
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REQUIREMENTS
Our organization is looking for a framework that is modeled similarly after the California Art Club but with its own unique look. Home page with clear mission, event page to update events, links to calendar, member page for individual members to update their profile, scholarship, membership, patron, partnership and outreach, e-commerce to sell tickets for annual auction and accept donations and membership dues. Rotating artworks on front page, history page, scholarship, student, and member applications, news, newsletter with box to submit news for publication by individual members with prescribed word and image limits, workshops and lectures. Social media links, twitter, Pinterest, Facebook and mail link. What Do We Need From the Designer and When Do We Need It? We need a fresh new look, more contemporary, to reach a younger and more diverse audience. We have patrons, student members, professional women artists and sculptors. We need to scrap the very dated web presence and update it. This project is needed by the first week of December. Also request some follow up to train our web manager to make light adjustments to maintain and update images and events. Collateral media packet to support if possible.
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PSG Northwest Artists Process Book
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PROPOSED SOLUTION
After great discussion, it was agreed that the best solution for the Puget Sound Group of Northwest Artists is the creation of a responsive website hosted through a content management system such as Word Press. Using a customized template, it is possible to meet the e-commerce needs and requests of the client. The PSG brand can be refreshed through the creation of a new identity, including a new logo, designed to appeal to a younger, more tech savvy audience. Then, the new identity system can be extended through popular social media outlets to reach that audience.
John Ebner 11
PSG Northwest Artists Process Book
CREATIVE BRIEF
Logo
Logo Color
1” x 1” 72pt x 72pt Color
Logo may be used in its original color, Sugared Plum & White, or in Black & White.
Logo Size 1” x 1” 72pt x 72pt B&W
Minimum size permitted in both print and web is 1” x 1”. Larger sizes are permitted as long as the file format is .EPS or .PDF with no pixelization occurring. Logos in .JPEG or .PNG format must NOT be resized.
Typography
John Ebner 12
CREATIVE BRIEF
Color Palette
Word List Tradition History Story Growth Membership Balance Scholarship Education Opportunity Auction Events Donation Patronage Partners Honor Artists Artwork Social Painters Sculptors Teachers Color Life Balance Emotion Thought Instinct Light Weight Dimension
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PSG Northwest Artists Process Book
HISTORIC DOCUMENTATION
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RESEARCH
The California Art Club’s website was a major source of inspiration for the client. It was important to review the website for both functionality and tone in order to better understand the clients desired direction. Other web inspiration came from museum and gallery websites nationwide. The client also provided multiple documents and images which, when combined with additional research aided in the creation of both the identity and the overall feel of the new PSG Northwest Artists website.
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PSG Northwest Artists Process Book
ORIGINAL LOGO
While the original logo was exactingly hand drawn to create a mark which represented the elegance, history, & tradition of the Puget Sound Group, it does not achieve certain goals which the membership had for updating their look and feel. In addition to readability issues, the logo’s overly embellished script, while beautiful, is completely devoid of any memorable or iconic imagery. The script style is not identifiable from any long distance, and when placed against transparent backgrounds is almost completely invisible. There is also no visual association with the name or the purpose of the Puget Sound Group, art, or any other representative iconography which might aid audience recognition.
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REDESIGNED LOGO
The redesigned logo was intended to pay homage to the long history and tradition of the Puget Sound Group, and it’s previous identity, while honoring modern design standards and current trends within the fine arts community. Shortening the name “Puget Sound Group” into a monogram style graphic allows the audience to create visual memory cues for quick recall. Leaving the “Northwest Artists” portion of the logo spelled out, then allows an unfamiliar audience to quickly identify the type and location of the group. T h e rectangular frame o f the monogram mimics a shape very often found in, and associated with, fine art museums while the entire logo creates a perfect square. The overall design honors the two-thirds rule of the golden mean.
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PSG Northwest Artists Process Book
EVOLUTION OF A LOGO
west Artists
h Puget Sound Group of Nort
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EVOLUTION OF A LOGO
THE PUGET SOUND GROUP OF NORTHWEST ARTISTS
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PSG Northwest Artists Process Book
EVOLUTION OF A LOGO
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EVOLUTION OF A LOGO
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PSG Northwest Artists Process Book
LOGIC MAP
Home Social Media
Artists
Events
History
Contact Us
Calendar
Artist Gallery
Events Page
History Page
Contact Form
Calendar/Events
Artist Bio
Board Members
Member Login
About Us
Event Purchase
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Home
Logo Application
Purchase Tickets
Workshops/P.O’s
Scholarship & Ed.
Partners & Patrons
Featured Artist
Slideshow 1
Patron Form
Member Link
Part & Pat Page
Featured Artist Pg
Slideshow 2
Signature M. Form
Scholarship & Ed.
Mini Gallery
Slideshow 3 Slideshow 4
STudent Form
Slideshow 5 Slideshow 6 Slideshow 7
Patron Form
Signature M. Form
STudent Form
Scholarship Form
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PSG Northwest Artists Process Book
INITIAL DESIGN CONCEPT
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REVISED DESIGN CONCEPT
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PSG Northwest Artists Process Book
SLIDESHOW SLIDES (1-3)
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SLIDESHOW SLIDES (4-6)
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PSG Northwest Artists Process Book
FINAL WEBSITE DESIGN
The final website design was unveiled in March of 2013. The website was responsive and included multiple application forms, access to current and archived newsletters, newsletter submission area, a blog, an artists gallery for users to upload images of their work, and social media access. The PSGNW website was built on the WordPress Content Management System using “Responsive” Template framework which was customized to meet the client’s needs. The site made use of PHP and jQuery for certain interactive features such as forms and the responsive art gallery.
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SOCIAL MEDIA INTEGRATION
As part of their drive for increasing enrollment, PSG Northwest Artists were encouraged to explore multiple social media outlets. By using the new identity created for them as a way to establish brand recognition within the community and advertising via the amazing images produced from the artwork of the membership, PSG Northwests Artists are better able to reach a broader and younger audience. Focusing on social media outlets whose primary functionality is the sharing of images, events, and quick written interactions and feedback allows them to generate interest and increase communication.
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PSG Northwest Artists Process Book
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IMAGE CITATIONS
www.thinkstock.com www.californiaartclub.org www.fryemuseum.org www.metmuseum.org www.mfah.org www.mfa.org www.psgart.org
Archive Image www.psgart.org/ & https://ucaarchives.files. wordpress.com/2012/09/art-school.jpg Cary Jurriaans www.psgart.org/signatureprofiles/2014/6/23/cary-jurriaans Eric Richter www.psgart.org/signatureprofiles/2014/6/6/eric-richter Frank Gaffney www.psgart.org/signatureprofiles/2014/6/22/frankgaffney?rq=frank%20g Joe MacKechnie www.psgart.org/blog/2014/9/15/ joe-mac-kechnie-receives-signaturemember-status-with-the-pastel-society-ofamerica?rq=joe%20m John Ebner www.psgart.org/signatureprofiles/2014/7/19/john-ebner Katherine Troyer www.psgart.org/signatureprofiles/2014/5/25/katherine-troyer Valerie Collymore www.psgart.org/signatureprofiles/2014/9/17/valerie-collymore
Eric Richter 31
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