fortpolio volume 1.1
fortpolio volume 1.1
1. We believe challenges are best tackled with upside-down thinking. 2. We believe designing for the greater good is our biggest challenge. 3. We believe the best solutions are beautiful to look at. Paragon Design Group â€“ take a look.
To design is to communicate clearly by whatever means you can control or master. Milton Glaser (Graphic Designer)
Design is in everything we make, but it’s also between those things. It’s a mix of craft, science, storytelling, propaganda, and philosophy. Erik Adigard (Graphic Designer and Artist)
It’s not what you look at that matters, it’s what you see. Henry David Thoreau (Author, naturalist, transcendentalist, tax resister, development critic, sage writer and philosopher)
Good design is the most important way to differentiate ourselves from our competitors. Yun Jong Yong (Samsung CEO)
Good design begins with honesty, asks tough questions, comes from collaboration and from trusting your intuition. Freeman Thomas (Automobile designer and Director of the Ford Advanced Engineering Design Studio)
Creativity is allowing yo make mistakes. Art is k which ones to keep. Scott Adams (Creator of the comic strip Dilbert)
Design is so critical it should be on the agenda of every meeting in every single department. Tom Peters (Writer on business management practices, best known for co-authoring In Search of Excellence)
Design, in its broadest sense, is the enabler of the digital era - it’s a process that creates order out of chaos, that renders technology usable to business. Design means being good, not just looking good. Clement Mok (Designer, digital pioneer, software publisher/developer, author, and design patent holder)
Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’
The details are not the details. They make the design.
Jeff I. Richards (Professor, Advertising Department at The University of Texas)
Charles Eames (Industrial designer, furniture designer, artist, graphic designer, filmmaker and architect)
ourself to knowing
I’ve been amazed at how often those outside the discipline of design assume that what designers do is decoration. Good design is problem solving. Jeffery Veen (Founding partner of Adaptive Path and author of The Art & Science of Web Design)
Copyright 2009 by the author of this book, Paragon Design Group LLC, who retains sole copyright to its contributions to this book. Translation: If you plagiarize our content, weâ€™ll toilet paper your house. Really.
Now and then itâ€™s good to pause in our pursuit of happiness and just be happy. Guillaume Apollinaire (French poet, writer and art critic)
For the last eight years we’ve been creating smart broadcast, web and print designs for the evolving brands of clients all over the world. We’ve leveraged simple, beautiful and purposeful design to create awardwinning solutions. Along the way we’ve gained quite a lot of experience in a few niche areas including the entertainment, economic development, e-commerce, sustainability and non-profit industries. In Fortpolio Volume 1.1 (don’t worry, that’s not a typo), we’re giving you a quick peek into our world, showing you a few of the projects we’ve been working on and revealing a little something about our approach to design. We really enjoy what we do and having fun is important to our process, but when it comes to dedication and design, we couldn’t be more serious. When we started our company in 2001, we knew we wanted to use our creative mojo for clients who were as passionate about what they do as we are about design. But we also wanted to change the world. We cannot even begin to express our thanks to our clients, many of whom have become close friends along the way. What we’re proudest of however, is that they’ve helped us grow to a place where we can now help others. For that, we are truly grateful.
enough about us
10 Specialties 11 Entertainment 12 Economic Development 13 E-Commerce 14 Sustainability 15 Non-Profit
16 Broadcast 18 24
Case Study 1: The Weather Channel Inc. broadcast samples
32 Web 34 38
Case Study 2: The Creative Coast Alliance web samples
Case Study 3: Savannah Economic Development Authority print samples
62 Logo Roundup
66 Method to Madness 68 70 72
tricks of the trade color temperature color palettes
74 Testimonials 76 Index page 9
As you flip through our Fortpolio, youâ€™ll see a broad range of projects, spanning various mediums. Even though every new project comes with its own design challenges, there are certain areas that have become familiar terrain over time. The next couple of pages give you a taste of what weâ€™ve done within the following industries: Entertainment, Economic development, Sustainability, E-commerce and Non-profit.
Entertainment Brand identity development. Trailers. Teasers. Promos. TV spots. Show packages. Motion graphics. Print campaigns. Motion picture key art. Packaging. Website design and development. Online advertising and rich media applications. Custom applications. FLASH games and animation.
Economic Development Campaign concepting. Brand identity development. TV spots and promotional videos. Presentation graphics and sales materials. Booth and event design. Outdoor advertising. Advertising campaigns. Holiday mailer campaigns. Annual Reports. Brochures. Gift concepts and packaging. Website design and development. Online advertising and rich media applications. FLASH animation. Emailers.
E-commerce Online storefront design. Email templates. Product promos. User experience design.
Sustainability Campaign concepts. Brand identity development. TV spots and promotional videos. Presentation graphics and sales materials. Outdoor advertising. Advertising campaigns. Brochures. Newsletters. Package design. Website design and development. Mini-sites. Online advertising. Custom applications. FLASH games and animation. E-commerce site design. Social media strategies. Emailers.
Non-Profit Brand identity development. Fundraising campaign concepts. TV spots and PSAs. Outdoor advertising. Advertising campaigns. Annual Reports. Brochures.Newsletters. Website design and development. Custom applications. Social media strategies. E-commerce sites. Email campaigns.
If you begin to think youâ€™re changing the culture of the world, just ask your mom what she thinks you do for a living. - Jurgen Stringenz
Case Study 1: The Weather Channel Inc. When The Weather Channel (TWC) announced the launch of their new High Definition (HD) programming, they needed to implement new HD show graphics to take advantage of the higher resolution format. The idea was to create show packages that relied more on graphic treatments than video elements and stock footage. When we were selected to refresh a show package for the weekday show, Day Planner, we got to work on a tasty blend of 3D elements and motion graphics. Our goal was to create a visual structure to guide audiences through the show. We created an overall treatment of rich colors, radiant images, graceful transitions and familiar icons like globes and clocks, while creating a user experience complimentary to TWC’s brand values. Following the success of Day Planner, we were then tasked with the branding and show package design for a new series, Cantore Stories. This new series would tell the compelling stories of people who choose to live in areas of extreme weather conditions. Our job was to simulate these conditions in our graphics; from frozen landscapes to arid deserts and tropical rain forests and swamps. The final result was a series of treatments that included elements of weather conditions as well as footage of the show’s host and guests.
Weather forecast: lookin’ good!
Case Study 1: The WeATher Channel Inc.
1. - 3. Dayplanner animated backgrounds. 4. Opening animation for Storm Watch segment.
Case Study 1: The WeATher Channel Inc. page 22
1. Stills from the Cantore Stories Show Open. 2. Title Cards for two of the showâ€™s episodes.
1. We created and composited animated elements for these two TV spots for the Savannah Development and Renewal Authority. 2. Show Open for Ajaco, a Caribbean youth-centered TV Show.
broadcast samples This just in: slap-your-mamma-good motion graphics determine the channel changing eagerness of your typical TV viewer 100% of the time. Ok, so we made that up, but if you think about it, it’s not far from the truth. As you scan the channels at a thumb-numbing pace, are you searching for something you’ve seen before, or rather, something so new and exciting that it gives you a sugar high without the calories? Uh, huh, see, even made-up statistics can be very thought provoking or, at the very least, paint a graphic picture. Sometimes it’s a tantalizing arrangement of vibrant colors that stops us in mid-flip. Other times, it’s the simplicity of white space that draws us in. Either way, the secret to successful broadcast design is knowing your audience, knowing what works, and having the ability to hit both, right on the head (we’re not saying to actually hit your audience in the head. That technology doesn’t exist...yet.)
Thirty second TV spot for the 1st annual Savannah Urban Arts Festival.
SCAD 2009 Orientation Video.
Good designers can create normalcy out of chaos; they can clearly communicate ideas through the organizing and manipulating of words and pictures. page 27
Jeffery Veen ( Author of The Art and Science of Web Design )
Closing credits for the movie “Action Hero’s Guide to Saving Lives.”
3. 1. - 2. Bee transition and Home ECOnomics segment open for Farmersâ€™ Almanac TV. 3. Thirty second spot for the Savannah / Hilton Head International Airport.
True interactivity is not about clicking on icons or downloading files, itâ€™s about encouraging communication. - Ed Scholssberg (Designer, Author and Artist. Founder and Principle of ESI Design)
Case Study 2: TCCa Whoâ€™s fun, quirky, cool and the best resource in Savannah for knowledgebased businesses and fresh talent? Why that would be The Creative Coast Alliance (TCCa) of course! TCCa needed to take their personality, resources and community involvement to the world-wide-interweb. Starting with a palette of bright blues and greens (to reflect the downtown landscape and coastline) and building on the sleek, contemporary feel of their logo, we created a look that was business-casual-semi-cocktail (think business on the left and part-ay on the right). The over-arching objective was to strike a balance between a large volume of data, resources and functionality in a very user-friendly interface. Once that big-daddy of a website was underway, we hopped on the task of achieving similar branding goals for the organizationâ€™s blog and MySpace pages. Because we wanted to attract the same community that supported TCCa events in Savannah, it was crucial that their highly recognizable brand have a strong presence in both of these as well. The final accessory was a template for their email blasts, that yes...you guessed it, further reinforced their brand colors and fun, fresh personality.
Case Study 2: TCCa page 36
1. 2008 remixed Site design. 2. Email newsletter templates. 3. Blog design. 4. MySpace page design. 5. Actions Speak UI design.
web samples That’s web design in a nutshell.... ...if your website’s copyright date is circa 1996. Today, websites are all grown up and users are demanding more, faster, better and sexier than ever before. Gone are the days of sites based on the mundane home, about us, and contact format with a little smoke and mirrors thrown in. Content that’s always fresh, intense interactivity, streaming media, desktop widgets and social networking have become some of the current must-haves for a site to survive the competition. That’s the other thing, survival. Today’s technology is tomorrow’s Commodore 64 (you do remember those, right?). It changes every second of every day and users depend on the web to keep up. Which means we have to keep up, too. Thankfully, we tied our running shoes in a double knot – no sweat.
Coffaro’s Baking Co.’s online store.
1. SEDA Homepage design. 2. “Action Hero’s Gudie to Saving Lives” Homepage. 3. Crud USA e-commerce web design.
Farmer D Organics Website design and Emailer design & development.
To dismiss front-end design as mere ‘icing’ is to jeopardize the success of any site.
— Curt Cloninger (Author of Hot-Wiring Your Creative Process and Fresh Styles for Web Designers)
1. Ditalia, home of gourmet Italian foods and wines. 2. Paula Deen, queen of the deep-fried South, online store design. 3. Sedafrance online gift store design. 4. Earth to Table, organic catering companyâ€™s website. 4.
5. AWOL (All Walks of Life) youth-centered non-profit organization.
High-end hosiery and lingerie storefront for Secrets in Lace.
Ecommerce design for Olive and Cocoa.
Design is easy. All you do is stare at the screen until drops of blood form on your forehead.
- Marty Neumeier (Author of The Brand Gap; paraphrasing Gene Fowler)
Case Study 3: SEDA When the Savannah Economic Development Authority (SEDA) decided to update their brand, Paragon stepped in and put a new spin on their existing logo. The goal was to build on the brand, making it more contemporary using a few simple, design-kung-fu moves. With the logo done, the next task was to whip up a fresh batch of corporate collateral, capable of turning heads and generating cat-calls, while looking good in a suit. We designed their entire identity package on 100% PCW (Post Consumer Waste) paper without breaking a sweat. Drunk on that success, we’ve followed up with holiday mailers that offer an element of surprise, along with annual reports and a handful of other marketing materials, all with a fresh, sophisticated and planet-friendly take on economic development marketing. One of our favorite things about SEDA’s marketing team is that they are open to fun ideas. Collaborating with them is as tasty as a fried peanut butter and banana sandwich.
Whether it’s an ad campaign promoting Savannah in the pages of Inc. Magazine, the look of their online presence or any of the countless projects we’ve done for them, the goal is always to communicate SEDA’s professionalism, experience and progressive spirit along with the numerous business opportunities and quality of life offered in Savannah.
Case Study 3: SEDA page 50
Fun St. Pat’s Day mailer consisting of a folding chair accompanied by suggestions of great places to “sit” in Savannah.
Tasty card for Thanksgiving featuring a pecan pie with rotating pie server highlighting the “ingredients” that make Savannah a great place to live well and prosper.
The following year the theme was “Feather in our cap” using an actual Turkey feather as part of the card.
Case Study 3: SEDA page 52
SEDAâ€™s 2008 and 2009 Annual Reports.
Hourglass Weight Loss and Fitnessâ€™ brochure, designed to encourage employers to offer the fresh food and fitness program to employees.
Barnes Family Reunion II, CD and DVD packaging.
print samples Print collateral is a staple of marketing materials. Corporate ID packages, annual reports, brochures, product packaging, magazine ads, you name it, we’ve designed it. We love the flow, the feel, the weight, the fold outs, the paper cuts – well maybe not those – but everything else is rockstar-cool. Everything that is, except when those beautiful paper designs pass their expiration date and find a place at the bottom of a bin. It’s sad to say, but designers are responsible for creating roughly 40% of the solid waste paper in North America and even worse 90% of their work is ultimately thrown away.
But there is good news – really. We’re helping our clients significantly reduce their impact by using Post Consumer Waste Paper, Soy-based inks, reducing print waste and printing on presses that run on 100% hamster power*. Best of all, they’re printing exactly what they need, only IF they need it. There are a number of alternate distribution channels out there (like the web) and we know how to wrangle those too! But we digress... The point is, we’re graphic designers, and we love designing print pieces that are innovative, drop-dead gorgeous and still respect our planet in the morning.
* Please note that this is intended to be a joke. The hamsters were unfortunately notorious for not showing up for work on time and we had to “let them go.”
And just in case you were wondering about our printing an entire BOOK, please check out page 79 for a sort of “what were we thinking?” explanation.
When I am working on a problem, I never think about beauty but when I have finished, if the solution is not beautiful, I know it is wrong.
-R. Buckminster Fuller (Architect, Designer, Futurist, Inventor, Visionary)
1. Marketing collateral for Sunkissed , a Lily Pulitzer® signature store. 2. Halo Models and Talent Group brochure. 3. City of Laurel, MS brochure. 4. Euclid Gray CD packaging.
Label design and illustration for the Savannah Cinnamon and Cookie Company flavored mixes.
Our 2008 Holiday mailer to friends and clients was borne out of our thought that since we couldnâ€™t actually be with them in person, they might appreciate at least some version of us.
1. Marketing collateral for The Creative Coast Alliance including their Annual Report, a wirebound brochure, Creative Coasters, and business cards. 2. Newsletter for one of our favorite non-profits, CAVU (Clean Air Visibility Unlimited). 3. Print ad campaign concept for Cora Bett Thomas Realty & Associates.
( Simple. Beautiful. Excellent )
Client: AWOL Project: 2000 Strong Logo Date: 11.04.09
220 E. Hall St. Savannah, Georgia 31401 www.iamparagon.com www.paragonblog.com p: 912.238.1991 f: 912.544.1850
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Making the simple complicated is commonplace; making the complicated simple,...that's creativity.
â€”Charles Mingus (American jazz bassist, composer, bandleader, pianist and civil right activist)
( Simple. Beautiful. Excellent )
Client: Express Cafe & Bakery Project: Goosefeathers logo Date: 08.18.09
220 E. Hall St. Savannah, Georgia 31401 www.iamparagon.com www.paragonblog.com p: 912.238.1991 f: 912.544.1850
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Design is the art of gradually applying constraints until only one solution remains. - Unknown
Method to Madness While you’ll often hear riotous laughter coming from our offices, and sometimes the scribbles on the white-board seem to make no sense to the casual observer, the truth is there is in fact a method to our creative madness. There’s a delicate relationship between creativity and structure. When all is said and done, we know we’ve got to hand over designs to our clients and we’ve got a system to deliver the goods. So sure it may look a bit loosey-goosey at first glance. But take a closer look. This train is on the track and it’s pulling into the station. All Aboard!
tricks of the trade Since we’re sharing, we figured we should share a few design principles that never go out of style. We highly recommend learning the phrases and their meanings and then tossing them around at cocktail parties to impress people you’ll never see again. You can say things like “These hors d’oeuvres are total C.R.A.P” or “Hey hotpants. How about you and I get a lil’ bit more analogous?”
If you get slapped...keep trying...you’re not doing it right.
High contrast = liveliness and energy. Examples: 1. Savannah Cinnamon packaging - selective contrast used to direct attention 2. Coastal Market Graphics website - highest contrast in the logo then the staff pictures.
Repeating geometric shapes keeps multiple elements organized. Example: Hourglass Weight Loss and Fitness brochure.
Examples: 1. Brochure for Halo Models and Talent Group used pyramid formation to anchor logo and direct attention 2. Centered alignment on SEDA Annual Report = stability and elegance.
Example: Savannah / Hilton Head International Airport TV spot - placement of actress to graphics balances composition. Because of relative sizes, if graphics were any closer, then the left side of the screen would seem too busy and composition lop-sided.
color temperature Warm Examples: Orange, Red, Yellow, Brown. Can convey personality, richness, charm, tradition,
nostalgia, earthiness, love, passion, heat, power, extravagance and happiness.
Cool Examples: Grey, Blue, Green, White. Can be used to imply strength, importance, seriousness, technology, cleanliness, peacefulness, openness, growth, health and harmony.
color palettes Monochromatic Tints and shades of one color. Not as visually dynamic as a palette of multiple colors, but perfect for conserving inks (and cutting back on costs) for print.
Analogous Colors that are side-by-side on the color wheel. More vibrant than monochromatic since there are more hues to work with, but not as vibrant as complementary since the contrast between hues is minimal.
Complementary Colors on the opposite end of the color wheel. Great for drawing attention to an object via contrasting a dominant hue with its complementary hue as an accent.
Paragon has worked with the Savannah Economic Development Authority on a wide range of projects from developing, producing and packaging concepts for targeted specialty gift mailings to the design of our latest annual report. They are more than just professional, which is a basic expectation; they are also pleasant to work with. Their creative is always fresh and polished. You could not find higher quality design work, or higher quality people. Brynn Grant and Katie Freeman Marketing - Savannah Economic Development Authority
Thanks so much for the wonderful work on our website! Ya’ll did an extraordinary job with wonderful attention to detail. Paragon has impressed us very much and we’ll strongly recommend you to anyone. Ya’ll are very kind and I look forward to working with you again in the future. Thanks again! William Lattimore, III Coastal Market graphics
CommerceV3 uses Paragon exclusively to design our clients’ websites. I think the best quality that you possess is the ability to listen. Our clients explain what they want and you provide it without fail. All of the designers we have used in the past prefer to argue with the client to impose their “superior design skill” on the clients. With Paragon I know that my clients will be happy when the process is finished.
Nathan Focht President - CommerceV3
Paragon rocks (and rolls too!)
Some fail Most fall far short
Chris Miller Creative Cities Consulting
Testimonials We could not be more pleased with the quality and appeal of our updated website (www.christepiscopalsavannah.org). We have received an unprecedented number of “raving” reviews from throughout The Episcopal Church and even thoughout the world. Our hit rate has exceeded every expectation.
Michael White Rector, Christ Church Episocopal of Savannah
PARAGON Reaches parts other design companies can’t reach! Murray Wilson TPS Consulting
I’m not only a member; I’m president of the fan club. No joke. These guys are the real deal. Passionate, professional, talented, creative, borderline insane, extremely likable, everything you could possibly want from a design group you’ll find at Paragon. I’ve had the pleasure of working with Paragon for more than seven years and can gladly, wholeheartedly say there’s no end in sight. They continue to astound me with their innovation and imagination, boldly taking concepts where no concept has gone before, always with a smile. It’s an honor to know and work with them and every opportunity we have to collaborate is a true privilege. Heather Thompson Grant President - HT Creative
A Action Hero’s Guide to Saving Lives Logo, Posters, DVD Packaging 28, 29 End Credits 10, 11 Ajiaco Show Open 25, 70 AWOL (All Walks of Life) 2K Strong logo 62 Website 43 Savannah Urban Arts Festival TV spot 15, 26
B Bajan Market Logo Design 64 Barnes Family Reunion II CD & DVD Packaging 11, 54, 55 Birdie Logo 62 Boot Headquarters Logo 62
C Cane River Website design 70 Cantore Stories Show Package 19, 22, 23 Clean Air Visibility Unlimited (CAVU) Newsletter 15, 61 Christ Church Episcopal Website 15 Coastal Market Graphics Website 69
Coastal Outdoor Designs Logo 65 Coffaro’s Website design 13, 38 CommerceV3 Logo 64 Cora Bett Thomas Realty & Associates Ad Concepts 61, 71 Crud USA Website design 13, 40
D Ditalia Website 42, 73 Logo 62
E Earth to Table Website 14, 43 Logo 62 Euclid Gray CD Packaging 11, 57
F Farmer D Website, Email template design 14, 41 Farmers’ Almanac TV Bee Transition 30, 31 Home ECOnomics Segment Open 14, 30, 31, 70
G Georgia mass Choir Album design 11 GooseFeathers Logo 64
H Halo Models and Talent Group Brochure 57, 69 Logo 62 Hourglass Weight Loss and Fitness Employer Brochure 54, 69 Hunter Maclean Logo Concept 65
L Laurel, Mississippi Brochure 57, 72 LeDiet Logo 64, 71
M Madgenius Inc Logo design 64
N NationLogic Logo 65
Index O Olive and Cocoa Website design 13, 45
P Paragon Holiday Mailer 59 Paula Deen Website design 42, 70
R Retreats by Design Logo 64
T Territorial Seed Website 13 The Creative Coast Alliance Actions Speak UI 40 Annual Report 60 Logo 65 Innovation Awards logo 62 Wirebound Brochure 60 Creative Coasters 60 Business Cards 60 Website 12, 34, 35, 72 Blog 35, 37 Email Templates 35, 36, 37 MySpace Page 37 The Weather Channel, Inc Cantore Stories 18, 19, 22, 23 Day Planner Show Package 11, 18, 19-21, 71, 73 Notify Logo 62 Tiny Treasures Baby Website design 70 page 77
Savannah Cinnamon and Cookie Company Label Design 58, 59 Illustration 59 Savannah Economic Development Authority Thanksgiving Card 48, 51 Marketing Collateral 48 Annual Reports 11, 49, 52, 53, 69, 71 St. Patâ€™s Day Mailer 49, 50 Inc. Magazine Ad 49 Website 40 Savannah / Hilton Head International Airport TV Spot 31, 69, 71 SCAD Orientation video 27 SDRA TV spots 12, 24
Secrets in Lace Website 44 Logo 65 Stefanas Properties Logo 65 Sunkissed Marketing Collateral 56
If you think it's expensive to hire a professional to do the job, wait until you hire an amateur. Red Adair (Oil field firefighter)
Your products run for election every day and good design is critical to winning the campaign. A.G. Lafley (Procter & Gamble CEO)
Form follows failure. Henry Petroski (Civil engineering professor at Duke University and Author)
Design is intelligence made visible. Don Newgren (Professor Emeritus, York Univeristy)
When people talk about innovation in this decade, they really mean design. Bruce Nussbaum (BusinessWeek Editor)
Questions about whether design is necessary or affordable are quite beside the point: design is inevitable. The alternative to good design is bad design, not no design at all. Douglas Martin (Type setter and Book Designer. Author of Book Design: A Practical Introduction)
Nothing is more dangerous than an idea when it’s the only one you have. Emile Chartier (French essayist and philosopher)
Client wants: 1. Good, 2. Fast, 3. Cheap. Designer replies: Pick two. Hugh Dubberly (Dubberly Design Office)
It works better if you plug it in. SATTINGER’s Law
what were we thinking? We’re glad you asked... We happen to love books. And we happen to love design. We REALLY love books about design. So we decided to make our own. Sure we could have made a few brochures, but the chances of those brochures ending up in the trash are much higher than we’d like. Now that we’ve put together this book, we think you’ll be much less inclined to discard it. This book is meant to inspire you, so hopefully you’ll want to hang on to it. Just in case you need ‘em however, here are a few suggestions of alternate uses for Fortpolio Volume 1. And in the event that you must get rid of it, shoot us an email (at firstname.lastname@example.org) with your mailing address. We’ll send you a self-addressed envelope complete with postage, so that you can return it to us with no hassle.
1. Really Big Coaster 2. Fly Swatter 3. Paper Weight 4. Straight edge 5. Table Prop 6. Wrapping Paper 7. Cutting Board page 79
fortpolio volume 1.1
ÂŠ Copyright 2009 Paragon Design Group LLC 220 East Hall Street Savannah, GA 31401 www.iamparagon.com www.paragonblog.com