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CREATIVE DIRECTION

PACKAGING

KEVIN BEUTELSPACHER

CREATIVE CONSTRUCTION

PRINT

IDENTITY

WEB


CREATIVE DIRECTION

PACKAGING

KEVIN BEUTELSPACHER

CREATIVE CONSTRUCTION

PRINT

IDENTITY

WEB


CREATIVE CONSTRUCTION

SPECIAL THANKS

Copyright Š 2012 Visually Persuasive

TO ALL THOSE WHO HAVE MADE THIS BOOK POSSIBLE

All content within this book is property of Visually Persuasive and may

I would like to thank my Grandmother Esther. Without her love and support I

not be distributed or reproduced without the express written permission

would not be here today. A special thanks to my parents Linda & Gerhard for

of Visually Persuasive. All rights reserved.

all their love, support, guidance, and patience throughout my life. I have no doubt that without you this book would not have been possible. Thanks to my

Printed in the U.S. Published by Visually Persuasive 1012 Echo Drive Los Altos Ca. 94024

Editor: Kevin Beutelspacher Writer: Kevin Beutelspacher Photographer: Kevin Beutelspacher Graphic Designer: Kevin Beutelspacher Model Fabrication: Kevin Beutelspacher

sister Desiree who motivated me to further my education. Also a special thanks to Brigitte & Nicole for their love and warmth. I wish you were both here today to see this book, you are truly missed.


In order to construct any successful design solution, you need to establish a clear plan and generate detailed research to lay down a solid foundation. CREATIVE CONSTRUCTION VISUALLY PERSUASIVE COMMUNICATION DESIGN SOLUTIONS

Over the course of my studies in graphic design, I have come to realize that creating successful visual communication solutions is very similar to building construction. In order to create an effective design solution you must have a detailed plan and solid foundation to build upon. It is essential to thoroughly immerse yourself in the subject matter you are designing for and also understand the unique characteristics of the individuals who compose the target audience. Only after conducting extensive research and creating a detailed design brief outlining all this information are you able to begin the creative process. Without generating this necessary information in the intitial stage of the design process, you can never truly design an effective and successful visual communication solution. Generating this detailed research gives you clear map of what areas to explore in the secondary exploration stage of the design process. If you do not have a map and do not know where you are going, you will be forced to aimlessly wander about, with little hope of ever arriving at the final design destination. Creative construction not only serves as a metaphor for the design process, it is also an area of design that I excel in. I have become very experienced in creating prototype mock-ups of brochures using a variety of binding methods, as well as fabricating packaging structures during the course of my studies. Throughout my life I have always been fascinated by experiences, literature, art, and photography that enables you to see the world or people around you from a different perspective. By continuously gaining these new and unique perspectives my visual communication skills continue to evolve and become more successful, allowing me to effectively communicate with more people. It excites me to think about the new perspectives I’ll gain in the years ahead, and how they will lead me to think about design in new unimaginable ways.


0.00

TABLE OF CONTENTS:

creative construction

PORTFOLIO:

kevin beutelspacher

ACADEMY OF ART:

AXIAL ARTS STORE BRAND CREATION IDENTITY, PACKAGING

ABERCROMBIE & FITCH ANNUAL REPORT PRINT

O’NEILL SPF SKIN CARE LINE PACKAGING

JOHN DEERE CSR PRINT, PACKAGING, WEB

SHAKESPEARE SILVERLINE BRANDING IDENTITY, PACKAGING

GRAPHIC DESIGN

1.02

2.28

3.42

4.60

5.76

SENIOR PORTFOLIO:

WINTER 2012

INTRUCTOR:

JEREMY STOUT

CATEGORIES:

COBRAM ESTATE REBRANDING IDENTITY, PACKAGING

POCKET BILLIARDS BOOK DESIGN PRINT

BLUE POSTER SERIES TYPOGRAPHY PRINT

409 NATURAL ORIGINS BRANDING IDENTITY, PACKAGING

FLAVOR FLUX MAGAZINE IDENTITY, PRINT

identity, print, packaging, web

6.94

7.106

8.122

9.140

10.154

0.01


AXIAL ARTS STORE BRAND CREATION PACKAGING


1.04

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS

PROJECT OBJECTIVES

CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.05

PASSIONATE PAINTERS DEMOGRAPHIC SEGMENTATION

To design a brand identity that embodies the essence of todays artist, and create packaging based on that identity for each product line. The brand name created for this high-end art store should be short, memorable and be easy to say. Any symbols or imagery created for the identity should also be created using a CMYK color palette to capture

PROFESSIONAL ARTISTS

PROFESSIONAL DESIGNERS

TALENTED AMATEURS

use products that are made with environmentally

fairly responsible with their personal finances. They

based on the quality and cost, but largely also its

are not to be categorized as cheap penny pinchers

friendly and or sustainable materials. These indivi-

though. When they find certain products, services,

Composed of young adults to adults (21-45) of

duals are often perceived as trend setters by the

or experiences that interest them, they have no

Generation X and Generation Y, who demand the

general public, wearing apparel products that are

problem spending the money.

highest quality art supplies. The professionals in

designed in the next new fashion trends, before

this segment works in fields which require them to

they become popular among masses. When they

use a variety of art supplies on regular basis, and

purchase any type of product (cleaning products,

Typically they live in the heart of large cities or

are very loyal to particular brands. While they are

food, clothing, cars, etc.), their decision is not only

in less populated industrial areas. A small portion

willing to pay higher prices for quality products,

design or its packaging design. They are generally

of this segment live in suburban areas that are

they do not feel that the majority of high-end art

drawn to products made by smaller companies,

located within a short driving distance from their

supply brands deliver consistent quality among

as apposed to large industry leading brand names

work. Those individuals living in suburban areas

all their products. They will rarely try new products

and companies. This also extends to the type of

often do so because they have a family with one

unless they have been recommended to them by

restaurants they prefer to eat at. When dinning out,

to two children. Their passion for the arts leads

other professionals. When possible, they prefer to

they prefer smaller establishments with an inti-

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

the essence of todays digital artists. Packaging designs should capture a modern minimal style capable of

GEOGRAPHIC SEGMENTATION

them to live in areas which are located near major

mate and unique atmosphere, that offer traditional

that purchase professional quality spray paints,

museums, theaters, and galleries. Often these

ethnic cuisine or dishes. They enjoy a very active

and there is higher percentage of females which

individuals will hold memberships, yearly passes,

social life and enjoy broadening their horizons with

purchase artisan hand crafted papers.

season tickets for those museums, theaters and

new experiences and activities. Individuals within

INCOME SEGMENTATION

cultural centers in their area.

visually communicate the superior professional quality of the products they house. The main portions of

this segment are more likely to see a documentary or independent film at a small theater, rather than

these structures and labels should be white, black or dark shades of gray in order to communicate the

This segment is typically well educated with at

going to large cineplexes to see the latest action

least one college degree, and as a result they make

blockbuster. This segment enjoys a wide variety

This segment requires the best quality products

a comfortable living doing what they love. This

sophistication and professionalism of their target audience. Materials used for these structures should use

of music types, and is not influenced by the level

available, and as a result are willing to pay higher

provides these individuals with a moderate level of

of popularity of the musical group or artist.

prices for them. Recognizing the advantages of

disposable income, which they enjoy spending on

using high quality art supplies, they are willing to

their hobbies and other interest. These individuals

purchase those products in smaller portions or

typically earn $50,000 to $100,000 a year since

quantities instead of lower quality bargain brands

It consists of 50% male and 50% female. Given

they are some of the best in their artistic fields. A

that offer larger portions or quantities at the same

the broad range of creative jobs these individuals

large percentage of this segment is not as mate-

price. These individuals realize the importance of

work in, the segmentation is equally split between

rialistic as other people their age. They often show

preserving our environment, and prefer to pur-

both genders. Certain art products or product lines

little interest in purchasing the latest new tech

chase products from companies and businesses

however are often favored more by one gender.

gadgets or products, which are highly popular and

that are environmentally responsible.

For example, there is a higher percentage of males

sought by the masses. As a result, they tend be

environmentally friendly and sustainable when ever possible.

GENDER SEGMENTATION

BENEFIT SEGMENTATION

ASPIRING ARTISTS DEMOGRAPHIC SEGMENTATION HIGH SCHOOL STUDENT ARTISTS & DESIGNERS

off campus in shared housing with other students

the vast majority of teens and young adults their

or young adults. Many of these schools have small

age, designer labels and brand names have almost

or medium sized museums or art centers which

The artist within this segment are teenagers in

no influence on the products they purchase. At

exhibit professional and or student art work.

their third or forth year of high school and young

times they’ll even avoid purchasing popular brand

adults attending college (16-21) who are part of

names, because they feel it can jeopardize their

Generation Y. The majority of young artists within

unique individuality. Individuals within this segment

Some the individuals within this group seek high

this segment are from middle class families with

also tend to exhibit a higher level of maturity than

quality art supplies because they have begun to

other people their age. A large portion have part

realize that the quality of the materials they use

AGE & LIFECYCLE SEGMENTATION

PASSIONATE PAINTERS

ASPIRING ARTISTS

THE RUN DOWN created in the same digital color palettes provided by their favorite

wider range of fields than the artists just twenty years ago. Mediums

computer programs in order to digitally or physically marry the

and success of their creations. Other individuals

by parents or other close family members. Given

within this segment, purchase these high quality

This segment is also equally split between both

that this segment is composed of the most tal-

art supplies simply because they’re acknowledge

genders, with 50% males and 50% females. Since

ented teens and young adults, they are very likely

the teens and young adults within this segment

to go on to achieve very successful careers in

are still trying to discover who they are and what

their creative fields, and earn higher than average

interests them, both genders purchase a variety

annual incomes.

such as oil paints, watercolors, and clay used for sculpture are now

two mediums seamlessly. With the needs of this target market of pro-

ducts or service they purchase for their children.

of art supplies, with no gender favoring a particular

considered to be traditional mediums. While many of today’s artists

fessional and amateur artists in mind, the Axial Arts brand and high

The teens and young adults in this segment have

artistic medium or product.

still work with these traditional mediums, there is an even larger

quality product line was created. This target market requires a wide

number who use more modern mediums such as graphic markers,

variety of professional high quality art supplies available in a in the same color palettes as their computer design programs in order to

individually, but together to create mixed medium works of art, which

seamlessly combine them together. Given their professional artistic

also use computers to create (pictorial, photographic, typographic)

abilities, they have a discerning eye for design, which dramatically

exhibited a natural talent for the creative fields they hope to pursue careers in, or as hobby they

for artistic endeavors directly affects the caliber studies through the financial assistance provided

parents who are very conscientious about the pro-

spray paint, and colored pencils. These mediums are often not used

BENEFIT SEGMENTATION

time jobs they work at when they’re not at school. GENDER SEGMENTATION

Today’s artists work with a much broader range of materials, in a

PASSIONATE AMATEUR ARTISTS

ality or the type of person they aspire to be. Unlike

RESEARCH ANALYSIS

TARGET AUDIENCE RESEARCH ANALYSIS

COLLEGE STUDENT ARTISTS & DESIGNERS

INCOME SEGMENTATION

GEOGRAPHIC SEGMENTATION The youngest portion of this group (high school teens) tend to live in homes, townhouses, or apart-

will pursue for the rest of their life. Recognizing

Young aspiring artists in this segment typically

ments with their parents in suburban areas. These

this, their parents are very willing to pay the higher

have moderate levels of disposable income. Many

areas are classified as middle to upper middle class

prices for top quality art supplies to support and

of these teens and young adults are only able to

neighborhoods. The majority of these areas are

nurture their children’s creative studies or passions.

locate in close proximity to major cities that have

These individuals are often not as interest in the

large museums, art galleries and music centers.

latest music and fashion trends as their friends and

Many of the teens within this segment have been

elements in unison with physical artistic mediums. There is growing

affects their purchasing decisions consciously and unconsciously.

peers are. They are more likely to be open to new

exposed to the arts by their parents who have

by professional artists or designers as the highest

The target market for these professional quality art supplies consists

taken them to these establishments multiple times

quality products available, despite the fact that

number of artists that work with traditional mediums and various

experiences, and are less judgmental than others their age. Their musical preference favors smaller

throughout their childhood. The older portion of

they are unable to notice the difference between

indie bands, artists and groups. When purchasing

this segment who are college students usually live

high quality and low quality products art supplies.

clothing or apparel accessories, they prefer to

on campus at the university or college they are

They choose to buy them simply because they are

purchase products they feel reflects their person-

attending. If not, they live in very close proximity

the choice of other professionals.

computer design programs. These artists demand art supplies that

of professional artists and designers, as well as aspiring teen and

are created with these needs in mind. They seek products that are

young adult amateur artists still attending high school or college.


1.06

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS

CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.07


1.08

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS

CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.09


1.12

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS

CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.13


1.14

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS

CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.15


1.20

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS

CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.21


1.22

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS

CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.23


1.24

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS

CLASS:

packaging 4

INTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.25


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

The identity solution that I created was designed to embody the modern sophisticated personality of today’s professional artists designers. I created the brand name Axial Arts because using only the best quality tools and materials are central in creating all successful works of art and design. It was important that not only the brand name effectively communicate this, but also that the identity mark’s graphic element and typography capture and communicate the digital world today’s artist works in. Abstracted symbol created for the identity symbolizes the overlapping mediums and tools used by professional artist’s, and how they can be seamlessly combined together or one on top of the other. Capturing and communicating the digital tools available and used by many artists today was accomplished through using colors that are the foundation of digital color palettes today, cyan, magenta, yellow, and black. To reinforce this concept of today’s digital artist and designer I explored a variety of typefaces that captured the structural framework of classic serf and san serif typefaces yet captured the digital world we live in. My exploration lead to me to use OCRA for the identity solution, which also visually communicate a sophisticated industrial and urban feel many artist’s and designer’s are able to identify with, due to the industrial and urban areas they work and live in. In order to maintain a sophisticate and modern style I used Gotham for other typographic elements of the packaging design. This selection worked well because it was able to provide contrast to the identity solution that I created, through its juxtaposition of smooth curves and flowing lines against the more rigid mechanical and computer based feel of the OCRA typeface. My designs maintained and reinforced that sophisticated modern feel by keeping the main portions of packaging structures and labels white and dark gray. Graphic elements were created using circles and elliptical shapes pulled from the identity’s graphic element I created and used to construct abstract digital style shapes and patterns that were used to visually communicate the color or colors of each particular product. The elliptical shape was also used to construct the abstract pattern used for the shopping bag and the cups used in the Orbital Café located in every Axial Arts


ABERCROMBIE & FITCH ANNUAL REPORT PRINT


2.30

CHAPTER 2:

fashionable financials

PROJECT:

annual report design

CLIENT:

ABERCROMBIE & FITCH

PROJECT OBJECTIVES

CLASS:

graphic design 2

INSTRUCTOR:

MARC ENGLISH

print

2.31

TRENDY TEENS DEMOGRAPHIC SEGMENTATION

To create an annual report design capturing the essence of the Abercrombie & Fitch brand, using the brands colors, style, and products.

FASHIONABLE FEMALE TEENAGERS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

FASHION CONSCIOUS MALE TEENAGERS

also are more concerned with their appearance

whose parents are unable to afford these high-end

ful of times throughout year. Regardless of the

and the social status associated with wearing the

apparel products, or just don’t believe these pro-

educational institutions they attend, they purchase

latest designer apparel products

ducts are worth the higher price. These teens will

Individuals in this segment are from Generation

Abercrombie & Fitch products because they are

Y ranging in age from their early to late teens. Over

designed in the latest fashion styles. They are also

75% attend public schools where they’re allowed

consciously and unconsciously drawn to these

to wear the clothing of their choice. The other 25%

“Casual Luxury” apparel products because of the

percent attend private schools that require them

status symbolism associated with them. All of the

of information graphics. In order to successfully communicate the type of products the company produces

The majority live in suburban areas within close driving distance to large metropolitan areas. Their parents often own homes, townhouses, or apartments in communities that would be classified as INCOME SEGMENTATION

games or surfing the web on their computer, and

The parents of these teens are well educated with

regularly communicating with friends on social

one or multiple college degrees, and possess jobs

networking sites and their cell phones.

that provide them with a moderate to high level

GENDER SEGMENTATION

of disposable income. As a result these parents are able cloth their children in the brands and styles

the design should incorporate the textures and color palettes of it’s most popular products. The annual reports body copy should use the same Adobe Garamond Semi Bold typeface used for their logo. Other elements of the design such as pull quotes, headlines, sub-heads, and page numbers should also be set in

additional level of contrast and create a clear visual hierarchy.

GEOGRAPHIC SEGMENTATION

life with large groups of friends who share their

The design should convey the brands vintage, urban, risqué identity through imagery and the design

sans serif typeface in medium to heavy weights. These elements should also be large in scale to create an

find ways to earn money to buy them themselves.

teens within this segment have a very active social

out at the mall, going to movies, playing video

this typeface, but in various weights. In order to create a contrast, the information graphics should use a

PARENTS WITH TEENAGE CHILDREN

to wear uniforms, except on free dress days a hand-

fashion sense. In their free time they enjoy hanging

This segment is composed of 60% female and

of their choice. These parents are able to provide

40% male. The reason it is composed of a higher

their children with an allowance or money for

percentage of females is because they are more

them to spend on products or activities of their

interested in the latest fashions than males. They

choice. There is a small portion of teens however,

FEMALE COLLEGE STUDENTS

MALE COLLEGE STUDENTS

RESEARCH ANALYSIS

Young adults who make up this segment are in their early twenties (Generation Y) to early thirties

YOUNG ADULTS

into the provocative “Casual Luxury” the apparel store it is today.

evolving into the company it is today. The company was established

Creating a successful design solution had to capture the essence of

in 1892 by David T. Abercrombie and Ezra H. Fitch, and initially sold

the company’s youthful “Casual Luxury” style seen in its products

high-end sporting goods and outdoor apparel products. Despite the

marketed towards its target audience of teens to young adults. For

stores success for over eighty years, it was forced to close and file

this project however, this target audience was actually an indirect

for bankruptcy in 1976 as a result of new younger competitors enter-

or secondary target audience. The primary target audience for the

ciated with them. These teens parents justify the higher price of the company’s products because it’s what their children desire, and want to provide them with the apparel products they want.

YOUNG BUSINESS PROFESSIONALS

is a small portion of this group that have full time

mature and feeling that they have out grown the

to part time jobs in order to pay for part of their

style of the company’s apparel products.

tuition, and provide them with financial means

The majority of young adults in this segment who

to purchase designer apparel products and other items they desire. GEOGRAPHIC SEGMENTATION

afford until recently. The oldest young adults in this

are still in college have access to a moderate level

such as attending concerts, school sporting events,

segment are still in the early stages of their profes-

of disposable income as a result of their parent’s

Individuals in this segment who are attending

weekend excursions or vacations, and going out

sional career, and are now discovering new interests,

financial assistance. Their parents are often able to

college live in dorms or live small homes or apart-

for drinks or meals with friends. Those individuals

activities, and hobbies, which is made possible

cover the complete cost of their tuition and other

ments that are located within walking distance of

in their late twenties to early thirties within this

by the increased level of disposable income.

their college. Young adults in their mid twenties to early thirties in this segment often live in large or

GENDER SEGMENTATION

small cities and towns.

the company produces, and are often able to wear

This group is composed of 45% female and 55%

this style of clothing to their jobs. A portion of

male. The lower percentage of females in this seg-

this group however is composed of young adults

ment is due to two reasons. Females within this

They purchase Abercrombie & Fitch apparel pro-

who have just recently obtained a moderate level

group often attend colleges located near cities or

ducts because they are designed in the latest styles

of disposable income, enabling them to purchase

metropolitan areas which offer a larger variety

and the status symbolism associated with them.

designer apparel products they were unable to

apparel stores (small boutiques, and large high-end

BENEFIT SEGMENTATION

STYLISH STOCKHOLDERS DEMOGRAPHIC SEGMENTATION FASHION CONSCIOUS YOUNG ADULTS

Abercrombie & Fitch has come a long way over the course of its life

latest fashion styles and status symbolism asso-

expenses. Like the previous target segment, there

be drawn to the “Casual Luxury” apparel products

THE RUN DOWN

apparel products because they’re designed in the

have a very active social life and enjoy activities

segment are young professionals who continue to

STYLISH STOCKHOLDERS

This segment purchases Abercrombie & Fitch

The second is attributed to them becoming more

INCOME SEGMENTATION

group are typically college students. They typically

FASHION AFICIONADOS

BENEFIT SEGMENTATION

department stores), providing them more options.

(Generation X). The youngest individuals in this

TARGET AUDIENCE RESEARCH ANALYSIS

upper middle class.

FASHION AFICIONADOS DEMOGRAPHIC SEGMENTATION

AGE & LIFECYCLE SEGMENTATION

TRENDY TEENS

CATEGORY:

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

ADULTS WITH FASHION CONSCIOUS CHILDREN

INTUITION INVESTORS

growing number of teens and young adults whose

because both genders see the potential for rising

These individuals would much rather take the risk

disposable income has steadily risen in recent

profitability in the future, given the rapidly growing

and invest their money in the stock market rather

years, they believe that Abercrombie & Fitch will

spending power of teens as well as young adults.

than depositing it in a bank account earning a low interest rate percentage.

This segment is composed of adults from the

continue expand its stores and operations which

Baby Boomer Generation and young adults from

will increase the company’s stock price. This group

Generation Y (28-45). They choose to invest in

of investors is more likely to invest in companies

companies that they or other family members or

that they believe will become more successful and

of fields. Their income level ranges from $70,000 to

Roughly 65% of this segment lives in suburban

friends purchase products from. Given the rapidly

profitable, as apposed to companies suggested

$120,000 annually. This provides them with the

areas that are classified as upper middle class. The

INCOME SEGMENTATION

GEOGRAPHIC SEGMENTATION They typically make comfortable living in a variety

by financial analysts and news organizations. They

other 35% live in large cities in apartments and are typically young adults who work near by.

in the sporting-goods industry. Recognizing the company’s strong

annual report was current investors in the company, as well as new

are very aware of the latest fashion trends, and

brand equity, Oshman’s Sporting Goods purchased the company’s

potential investors. A large portion of these investors would likely be

and accessories. When dining out, they seek the

brand identity and its extensive mailing list. Oshman’s then used

familiar with the brand through their own experiences, while some

the identity to market its own specialty hunting apparel and outdoor

would also be familiar with the brand from shopping at Abercrombie

accessories. It wasn’t until almost ten years later when Oshman’s

& Fitch for their children or teenagers. There might also be a smaller

sold the brand to The Limited that the company was transformed

portion of fashion conscious adults that are familiar with the brand.

are drawn to high-end designer apparel products BENEFIT SEGMENTATION

newest restaurants for the experience and atmos-

They invest companies like Abercrombie & Fitch

phere as much as the food they offer.

because they are familiar with the products they sell. They can also relate to wanting the latest

GENDER SEGMENTATION

designer fashions. They believe the company will The segment is composed of 50% male and 50%

financial means to make sizable investments in the

female. The gender segmentation is equally split

stock market and other investment opportunities.

become even more profitable in years to come.


2.32

CHAPTER 2:

fashionable financials

PROJECT:

annual report design

CLIENT:

ABERCROMBIE & FITCH

CLASS:

graphic design 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print

2.33


2.34

CHAPTER 2:

fashionable financials

PROJECT:

annual report design

CLIENT:

ABERCROMBIE & FITCH

CLASS:

graphic design 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print

2.35


2.36

CHAPTER 2:

fashionable financials

PROJECT:

annual report design

CLIENT:

ABERCROMBIE & FITCH

CLASS:

graphic design 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print

2.37


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

The completed design solution I created successfully communicated who the company’s direct target audience was by incorporating imagery of teens and young adults wearing the Abercrombie & Fitch’s “Casual Luxury” products and the products themselves. The design also reflected the company’s identity by using the same Garamond typeface and navy blue color used for its logo. Information graphics were designed using Helvetica Neue Lt Std in heavy weights and large point sizes, in order to create contrast against the smaller more delicate serif typeface used for the body copy. It was also important to communicate financial statistics and other information in the most positive light. To accomplish this, key statistics and information which indicated profit and growth over the past fiscal year the largest elements within the information graphics, and those which reflected any decreases or losses were the smallest elements. Given the large amounts of information contained in the reports body copy and information graphics, it was essential to create spreads that slowed the pace of the visual narrative and gave the reader a moment to pause. This was done in several spreads by using a full bleed image on one page and pairing it with pull a quote on the other page. Images used in the design were very carefully selected to echo the grid structure used for the design and the way the content was laid out on the apposing page. On the six spread of the annual report for example, the bold geometric structure of columns framing the entryway to an Abercrombie & Fitch store echo the vertical column structure of the list of new stores in each state. Another example is the image used in the eighth spread where the horizontal key line and sentence running across the lower portion of the page is complimented by the image of the girl sitting on the floor with her legs stretched to the side aligned to the same height.


O’NEILL SKIN CARE LINE PACKAGING


3.44

CHAPTER 3:

fun in the sun

PROJECT:

skin care line creation

CLIENT:

O’NEILL

PROJECT OBJECTIVES

CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

packaging

3.45

COASTAL CARVERS DEMOGRAPHIC SEGMENTATION

To create a skin care line that captures the “California Drift Heritage” style of O’Neill and

SURFERS

BEACH GOERS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Consisting of young teens to adults (13-45) from Generation X and Generation Y who enjoy surfing

OUTDOOR ATHLETES

OUTDOOR ENTHUSIASTS

ACTIVE TEENS & ADULTS

tance of taking care of our planet so that future

percentage only have a high school education, but

generations can enjoy the same outdoor activities

have gone onto establish successful careers in

they do. Alll individuals in this segment tend to

fields related to their passion for nature and out-

see themselves as hip and modern.

door activities where they can work outside . GEOGRAPHIC SEGMENTATION

GENDER SEGMENTATION

and or a beach lifestyle, and adults (45-60) from

provides full SPF protection for the active lifestyle of this target audience.

the Baby Boomer generation that continue to live

This segment is composed of 55% male and 45%

This segment often lives in areas within walking

an active lifestyle with a passion for the outdoors.

female. Males make up a larger percentage due to

distance to the beach, large open space areas, and

This segment purchase products not only based on

the fact that they are involved in more sports and

their design, performance, and price, but also for

outdoor activities. Both males and females of this

at while attending school. They have achieved

to three hours. They enjoy warm weather climates

their ability to function and endure their active and

segment participate in outdoor activities such as

or will go onto achieve a college degree, with some

but are not detoured from enjoying the outdoors

often rugged outdoor lifestyle. They enjoy sports

surfing, snowboarding, backpacking, rock climbing,

earing or going onto earn multiple degrees. The

in cold climates. Their passion for nature and out-

interact with the natural elements. This segment

and mountain biking. They often enjoy unconven-

adults within these segment have a broad range of

door activities heavily influences them when

is not as image conscious as others their age but

tional sports and outdoor activities apposed to the

income levels, ranging anywhere from $40,000

selecting and area to live in.

still like to look fashionable. They are often very

classic team sports like football, baseball, softball,

to $120,000 annually. These individuals work in a

environmentally conscious and realize the impor-

field hockey, and basketball.

BENEFIT SEGMENTATION

broad range of fields, including everything from

To create a line of skin care products that provides water resistant protection from the sun. The design is found in the design of the other products produced by the company. Since most people associate the company with surfing, the bottles or point of purchase display should be visually suggestive of the ocean.

engineers to artists, with many of them working in

They desire casual functional apparel for their

fields related to the environment or those which

active outdoor lifestyle that’s moderately priced,

Teens to young adults within this segment have

require them to work outdoors. These adults are

comfortable, and has a modern style. Realizing

a moderate to sometimes high level of disposable

high school graduates and have earned a college

the importance or preserving our environment they

income. This is either provided by their parents

degree (sometimes multiple degrees), but often

support companies and businesses that operate

or obtained on their own through a job they work

work in fields unrelated to their degrees. A small

a socially and environmentally responsible manner.

INCOME SEGMENTATION

should reflect the company’s surfing roots and also maintain the same “California Drift Heritage” style that

the mountains, or within a driving distance of two

MOUNTAIN MAVERICKS DEMOGRAPHIC SEGMENTATION

Given the wide age range of the target audience, the design should be clean and sophisticated like some types of cologne or perfume bottles that are able to successfully communicate to broad range of ages.

SNOWBOARDERS

SKIERS

RESEARCH ANALYSIS

ACTIVE OUTDOOR INDIVIDUALS

TEEN & YOUNG ADULT COLD CLIMATE INHABITANTS

its simply walking or something more active such

degrees as well. Adults in this segment earn a

as snowboarding. This segment was composed of

moderate income and are classified as middle to

higher percentage of males several years ago but

upper middle class. They are employed in variety

Composed of young teens to adults (13-45) of

has now evened out.

of fields, with a large percentage of jobs that allow

Generation X and Generation Y who enjoy skiing

INCOME SEGMENTATION

AGE & LIFECYCLE SEGMENTATION

and snowboarding. They purchase products and

them to work outdoors full or part time. Typically they posses a high school education and a college

clothing based on their performance and price, and

Teens and young adults in this segment have

degree. Those that possess a college degree will

are less influenced by the mainstream trends or

low to moderate levels of disposable income. They

often work in fields related to their college degree,

fads than others their age. This segment enjoys an

are high school graduates or go on to graduate,

earning $35,000 to $90,000 annually.

active lifestyle participating in variety of sports

with slightly over half going onto to earn college

GEOGRAPHIC SEGMENTATION

and other outdoor activities. While they are not as

TARGET AUDIENCE RESEARCH ANALYSIS COASTAL CARVERS

MOUNTAIN MAVERICKS

LAID’BACK LANDLUBBERS

enough for snow fall during the winter. They will

scious and realize the importance of taking care of

often live within driving distance of ski resorts and

our environment for future generations to come.

live close to or in mountainous regions. BENEFIT SEGMENTATION

concerned with skin care products that are able to

Composed of 50% male and 50% female. This

This segment desires casual functional apparel

sports. They realize the importance or preserving

segment is equally divided between both genders

and accessories for an outdoor lifestyle that’s mod-

our environment and favor those companies who

since both genders enjoy the outdoors, whether

erately priced and comfortable, and are equally

operate in an environmentally responsible manner.

LAID’BACK LANDLUBBERS DEMOGRAPHIC SEGMENTATION

These products include footwear, apparel, apparel accessories,

has changed substantially since it was started in 1952 by Jack O’Neill

skateboards, skateboard accessories, swimwear, surfboards, snow-

in a small garage off the great highway in San Francisco. In those

boards, and even a children’s apparel and accessories. As a result

early years of business, the target audience only consisted of avid

O’Neill’s target audience is substantially more diverse today. The main

handful of other surf accessories. Things dramatically changed when

have low temperatures during the fall and are cold

priced. They are often very environmentally con-

protect them during their outdoor activities and

The target market for O’Neill surf and sport apparel and products

that time O’Neill only offered hand shaped balsa surfboards and a

Individuals in this segment live in regions that

like to look fashionable, as long as it is reasonably

GENDER SEGMENTATION

THE RUN DOWN

amateur and professional surfers in the San Francisco Bay Area. At

image conscious as others of their age, they still

target audience includes active teens to adults who enjoy surfing and other various outdoor activities in warm weather climates, teens to adults who snowboard, ski and enjoy other outdoor activities

Jack invented the wet suit, enabling surfers to go out and stay in

made possible by cold weather climates, and teens to adults who

the water for much longer periods of time. This innovative product

enjoy a laid back lifestyle. In order to create a successful skin care

by O’Neill was credited with quickly popularizing the sport around

line, the needs and stylistic preferences of this target audience must

the world. It was also responsible for the success and rapid growth

be met. The design solution also has to effectively capture the

of the company. Today the company’s product offerings are much

“Californian Drift Heritage” style used in the company’s products,

more diverse with a much broader target audience.

and appeal to the wide age range of the target audiences.

EASY GOING TEENS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Consists of young teens to young adults (13-30) of Generation Y, enjoying a laid back casual lifestyle.

LOUNGE LOVING YOUNG ADULTS

LAID’BACK ADULTS

participate in sports or other outdoor activities.

locations that are not within driving distance of

Often they are very environmentally conscious and

oceans or mountainous regions with suitable snow

realize the importance of taking care of our envi-

fall levels for snowboarding or skiing.

ronment for future generations.

BENEFIT SEGMENTATION

GENDER SEGMENTATION This segment seeks clothing that is fashionable

They purchase products and clothing based on their price and fashion style. Occasionally they will

and comfortable, which is reasonably priced. They

This segment is composed of 35% male and 65%

dress in casual style clothing and are often drawn

female. The higher percentage of females is due to the company’s recent efforts to capture more of

obtain one. They also often have a college degree

to surf and skate clothing brands. This segment

the female teen and young adult apparel market.

or will go onto obtain one. Young adults in this

also realizes the importance or preserving our

segment earn $30,000 to $60,000 annually.

environment, supporting companies that support

INCOME SEGMENTATION

GEOGRAPHIC SEGMENTATION Teens and young adults of this segment have a low to medium low level of disposable income and

They live in a variety of areas around the world

possess a high school diploma or will go on to

in a broad range of climates. Typically they live in

and share that philosophy when possible. However they are not detoured from purchasing products from brands that do not.


3.46

CHAPTER 3:

fun in the sun

PROJECT:

skin care line creation

CLIENT:

O’NEILL

CLASS:

LASER CUT TOP

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

packaging

3.47


3.50

CHAPTER 3:

fun in the sun

PROJECT:

skin care line creation

CLIENT:

O’NEILL

CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

packaging

3.51


3.54

CHAPTER 3:

fun in the sun

PROJECT:

skin care line creation

CLIENT:

O’NEILL

CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

packaging

3.55


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

This projected presented many challenges throughout the design process and in the final stages of fabrication. After creating a detailed and thorough design brief examining the broad age range and different lifestyles of this target audience, the first challenge I faced was finding the right bottle structures for this new skin care line. I initially planned on finding existing bottle structures purchased from various retail stores to modify and paint. Although the different groupings I created with these various structures were only able to visually communicate with certain segments of this target audience. Some where ideal for the teens and young adults, but where certainly not as effective for the older adult portion of this segment who had been loyal O’Neill customers since the company began in 1952. This led me to design my own bottle structures capable of appealing to all portions of this target audience. After designing the basic bottle structures, I began to examine what the specific needs were for this type of product for all segments of this target audience. Realizing that many of the potential customers for these products would be using them when in situations where their hands would be damp (in the shower, at the beach, or while enjoying outdoor activities where they would likely be perspiring), I knew that any materials used for the structures and the finishes applied to them had to be easy to grip and open. The design and typographic treatments also had to appeal to young trendy teens and young adults, as well as the older adult portion of this segment. To accomplish this I created a clean minimal design using various weights of Helvetica and three bold icons that communicated the products lines main attributes. My design solution was also effectively able to communicate the company’s surfing roots through the blue color gradation used for the main portion of the bottles and the light color wood used for the tops which was visually suggestive of drift wood. Using wood for the tops not only worked to communicating the brands surfing roots, but also provided a material that could easily be grasped to open them even with damp hands. I also deiced to apply a thin clear frosting finish over the painted bottles in order to eliminate the materials slick surface when wet. Applying this clear frosting also softened the intensity of the colors and provided them with an appearance which is similar to looking into a clear structure filled with water, or when opening your eyes under water. The final stage of the design process for this project involved creating a point of purchase display that would continue to build upon and reaffirm the brands “California Drift Heritage.” I designed the point of purchase in an oval shape that was suggestive of the brands logo and created a smaller oval shaped recess in the center. Inside this center portion I designed an O’Neill logo that was made out of acrylic and painted in the same silver color as the thin bands between the bottle structures and tops. The top or face of the logo was cut at a slight angle and placed in the center oval recess of display where its base was hidden after filling the area with ultra fine sand. The finished design solution for this project was not only successful in visually communicating to all ages in this target audience, but also in creating structures which could be easily handled and opened with damp hands in the typical situations they would be used.


DEERE & COMPANY CSR PROJECT PRINT, PACKAGING & WEB DESIGN


4.62

CHAPTER 4:

citizenship

PROJECT:

corporate social responsibility

CLIENT:

JOHN DEERE

PROJECT OBJECTIVES

CLASS:

print 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print, packaging, web

4.63

CULTAVATORS & CARE TAKERS DEMOGRAPHIC SEGMENTATION

To create a brochure, packaging, and website design solution that effectively communicates and demonstrates John Deere’s commitment

RESIDENTIAL

AGRICULTURAL

COMMERCIAL

CONSTRUCTION

The design concept will visually communicate the company’s many years of experience of operating in a socially responsibility manner, as well as their awarded and praised philanthropy efforts and citizenship program. The brochure design should incorporate information graphics that clearly highlight some of the company’s environmentally responsible manufacturing practices and waste reduction efforts. It will also be essential that design of the brochure, website, and packaging maintain a clear visual congruency between

GOLF & SPORTS

times multiple college degrees. These individuals

for production and maintenance needs. Resulting

typically hold management or leadership positions

in future generations that continue to be loyal to

as a result and earn an estimated annual income

the same brands. While theses segment demands

This primary direct target market’s demographic

of $65,000 to $120,000. As a result, they have a

quality and durability in these products, they also

segmentation is composed of both young adults

moderate to high level of disposable income.

demand competitive prices. If other brands demon-

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

and adults (21-65) from the Baby Boomer Genera-

GEOGRPAPHIC SEGMENTATION

tion, Generation X, and Generation Y who typically work in blue collar or manual labor fields. They

Roughly 50% of this segment live in rural areas

enjoy outdoor adventurous activities and sporting

or in other areas on the outskirts of large suburbs.

establishments that would be classified as family restaurants and the occasional casual fine dinning

large cities within driving distance where largescale construction projects are being undertaken

75% male and 25% female. This audience tends to

for large industrial buildings. The remaining 25%

on price and the quality of the products, and are

consist of a higher percentage of males due to the

is split among those living in upscale suburbs and

very rarely influenced by brand names or designer

physical demands of the company’s products are

those who live and work very remote areas as a

labels. Due to the fields they work in, many of the

often used for.

result of their occupation.

apparel products their decisions are made based

individuals within this segment purchase and drive cars that are used for both work and recreation,

to try the products they produce.

large-scale development in the immediate area or

GENDER SEGMENTATION This segments gender segmentation consists of

restaurant for special occasions. When purchasing

strate a high value product they will not hesitate

Another 25% live in large suburbs where there is

events. When dinning out, the tend to frequent

to operating in a socially responsible manner.

FORESTRY

BENEFIT SEGMENTATION

INCOME SEGMENTATION

such as sport utility vehicles and trucks. Although

The majority of this segment typically has only

These individuals often demonstrate a high level

a sizable number from this segment enjoy working

a high school education and sometimes less. Their

of loyalty to a particular brand. This brand loyalty

on and restoring classic muscle and sports cars for

estimate annual income will range from $40,000

is sometimes the result of previous generations

recreation. They are often very family oriented and

to $65,000. This level of annual income results in

of family members or workers which have grown

usually have a minimum of 2 children.

a higher level of education, erning one or some-

attached to using a particular brand of machinery

GROSS GRAZERS DEMOGRAPHIC SEGMENTATION

them by using the same typeface pairings, color palettes, and basic grid structure. INDIVIDUALS

ANGLES

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

INVESTMENT TRUSTS

MUTUAL & HEDGE FUNDS

and designer apparel labels. When dinning out

and often more. They are employed in broad range

they typically choose fine dinning restaurants and

of fields, and are often very career oriented. This

those offer fusion cuisine or those offering dishes

provides them sizable level of disposable income.

This segment shares the same age segmentation

that demonstrate the latest molecular gastronomy

as the cultivators and caretakers, being composed

techniques. They often purchase high-end luxury

of young adults to adults (21-70) from the Baby

vehicles not simply for the quality and extravagant

Typically they live in large cites or suburbs, within

Boomer Generation, Generation X, and Generation

features, but because of the status symbolism it

driving distance of their work. They’re often drawn

Y. They do not share the same lifestyle segmen-

represents as well.

to areas with an active nightlife scene and offer

tation as the cultivators and care takers however.

TARGET AUDIENCE RESEARCH ANALYSIS

VENTURE CAPITALISTS

They are typically drawn to trends, popular brands,

GEOGRAPHIC SEGMENTATION

extensive dinning and cultural activities.

GENDER SEGMENTATION

BENEFIT SEGMENTATION

Currently this segment consists of 60% male and

CULTIVATORS & CARE TAKERS

GROSS GRAZERS

40% female. However this segment will be equally

CONSCIENTIOUS CRAFTSMEN

split between male and females in the near future

THE RUN DOWN Plows, tractors, and combines are often the first thing that comes

needed for continued global growth and development. It also in-

with the way the company operates and its envi-

are earning degrees that enable them to work and

than not, well educated with at least one college

ronmental impact. While they are very motivated by

become leaders in these related job fields. As well

degree. Often this segment has multiple degrees,

the potential profits of their investments they will

as the rapidly growing percentage of women in

which have often been obtained from Ivy League

not invest in companies demonstrating no regard

households that manage household spending and

Universities. As a result of being well educated

for operating in a socially responsible manner.

are responsible for a variety of investments.

they annually earn between $80,000 to $130,000,

since this company’s humble beginnings started in 1837, when black-

for such sports as golf, football, and baseball, as well as residential

smith John Deere created his first plow from a broken saw blade, in

customers who seek quality equipment for their landscaping needs.

CONSCIENTIOUS CRAFTSMEN DEMOGRAPHIC SEGMENTATION

While this segment was largest portion of the direct target market

SALES REPRESENTATIVES

grown significantly over 175 years to not only offer superior quality industrial equipment, but professional quality equipment for todays homeowners as well.

MANUFACTURERS

CORPORATE

effective communication design solution had to take into account all three of these direct target market segments. While each of these segments has a different relationship with the company as well as

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

ing and mechanical engineering have been male

due to the wide range of positions available within

products it produces. Although they also choose

dominated. However, this higher percentage will

the company, as well as the varying levels of com-

to work for John Deere because of the work envi-

likely decrease dramatically over the next several

pensation for those positions.

ronment provided and the environmentally and

Composed of young adults to adults (21-70) from

years, as more females enter these job fields. INCOME SEGMENTATION

GEOGRAPHIC SEGMENTATION

Creating an effective communication design solution for this CSR

different needs, they all care about the socially responsible manner

(Corporate Social Responsibility) project was centered around the

the company operates in. As a result, operating in a socially respon-

of employment within the company the lifestyle

Income segmentation for this group is again a mix

there is also a smaller percentage that lives much

segmentation for this group is blend lifestyle seg-

of both discussed in the previous target audiences

more rural areas (such as those individuals who

includes those working in the agricultural industry who are now facing the growing challenge of feeding the world’s growing population, those working in the forestry and mining industries who harvest and produce the raw materials that are need for those people working in the construction industry who develop the facilities and structures

CUSTOMER SERVICE REPRESENTATIVES

for this project, it also included investors and employees. Creating an

the Baby Boomer Generation, Generation X, and

Deere’s direct target market of customers. This very diverse group

potential for profitability, but are also concerned

The vast majority of this segment is more often

cludes those who maintain professional and recreational facilities

the tough American landscape. John Deere’s product offerings have

They invest in companies largely based on their

due to the steady growing number of women who

to mind when people hear the name John Deere. It’s not surprising

order to provide farmers with a more productive means to work

INCOME SEGMENTATION

sible manner directly affects their profitability and growth. In addition to Deere’s direct target market is their indirect target. This indirect target market is composed of environmental agencies the general public, the media, consumer watch groups, and other third party establishments who carry and distribute their products.

Most live in suburban or metropolitan areas, but

Generation Y. As a result of the varying positions

ments discussed for the cultivators & care takers

operate dealerships or carry John Deere products

and gross grazers.

at authorized retail locations, as well as sales rep-

GENDER SEGMENTATION

resentatives and repair technicians). BENEFIT SEGMENTATION

The segmentation of this segment consists of 65% male and 45% female. This group is composed

They work for Deere & Company as result of the

of a higher percentage of males, due to the fact

competitive compensation and the potential for

that traditionally job fields like electrical engineer-

growth within the company has as a result of the

socially and responsible manner they operate in.


4.66

CHAPTER 4:

citizenship

PROJECT:

corporate social responsibility

CLIENT:

JOHN DEERE

CLASS:

print 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print, packaging, web

4.67


4.68

CHAPTER 4:

citizenship

PROJECT:

corporate social responsibility

CLIENT:

JOHN DEERE

CLASS:

print 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print, packaging, web

4.69


4.70

CHAPTER 4:

citizenship

PROJECT:

corporate social responsibility

CLIENT:

JOHN DEERE

CLASS:

print 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print, packaging, web

4.71


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

The design solution I created to effectively communicate John Deere’s industry leading and awarded socially responsible practices was centered around their slogan, “Nothing Runs Like A Deere.” Due to the fact that not only do they produce products which have long been recognized for their superior quality but also for their durability. Even after many years of use, when the glossy sheen of their iconic green and yellow products has chipped, peeled and faded away, they are still capable of operating at the same high level of performance as when they were first purchased. The design created a juxtaposition between imagery of old weathered John Deere products and the body copy that addressed their continually evolving business practices and high level of social responsibility that has made them an industry leader world wide. Other imagery used in my design solution also focused on the agricultural production their products are often most commonly associated with. Agricultural production that provides nourishment for the worlds growing appetite and also a metaphorical reference to one of John Deere’s main philanthropy efforts of combating world hunger by providing low cost equipment such as irrigation equipment to farmers in areas like Kenya, Tanzania, and Mali. This effort to combat world hunger also inspired the concept for a new line of seeds, specifically designed to grow in some of the harshest environments and still provide bountiful and nourishing harvests. The exterior box of these five different seed varieties communicates the idea of growth with the horizontal type set in brown symbolizing the earth that nourishes these seeds, and green for its symbolic reference to life and environmental responsibility. The individual interior boxes vibrant primary colors communicate and symbolize the rich nourishment these small seedlings will soon provide.


SHAKESPEARE FISHING RE-BRANDING & SUB-BRAND PRODUCT LINE IDENTITY & PACKAGING


5.78

CHAPTER 5:

reeling in a new demographic

PROJECT:

re-branding & sub-brand product line creation

CLIENT:

SHAKESPEARE

PROJECT OBJECTIVES

CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

5.79

ELEMENTARY ANGLERS DEMOGRAPHIC SEGMENTATION

To create a new identity that communicates Shakespeare’s rich history and experience, with a new product line and sub-brand targeting

NOVICE ANGLERS

ANNUAL ANGLERS

homes are often located within driving distance

spend the money. Often times they will postpone

of nature preserves, national parks, or other large

purchasing products for a short time period if they

outdoor areas that are open to the general public.

Individuals in this segment are teens to adults

believe the product will be on sale or discounted

where they can enjoy activities like hiking, fishing,

(13-45) from Generation X and Generation Y who

soon. When dinning out these individuals typically

camping, and biking. Individuals who live in more

enjoy the great outdoors. They fish once to twice

frequent casual dinning restaurants with moder-

rural areas have three to four bedrooms homes

a year when on vacation or camping in areas that

ately priced dishes. This segment likes to do things

with large yards. Due to their larger sized property

have lakes or other medium sized bodies of water

for themselves, and will often take on small home

they often have a number of pets includes horses.

that are stocked with fish seasonally. This segment

improvement projects instead of hiring someone

enjoys outdoor activities such as camping, hiking,

to do it for them. They enjoy vacationing places

AGE & LIFECYCLE SEGMENTATION

the products they purchase be well made, durable,

destinations. Individuals in this segment favor cars

them for activities, entertainment and other small

and reasonably priced. They demonstrate a high

that are reliable and receive good gas millage,

purchases. A small portion though have earn their

level of loyalty to brands who produce products

and are less concerned with the styling are design.

own money through part time jobs. Most of the

that meet their needs. Generally this segment is

young adults in this segment have a high school

not quick to purchase new products just because

diploma as well as a college degree. They work

they’re popular among the general public. Given

This segment consists of 35% female and 65%

in variety of fields and earning between $40,000

that the individuals in this segment have limited

male. The reason males make up a larger portion

to $55,000. The adults in this segment have the

or no fishing experience, they purchase entry-

of this segment is because they typically enjoy

same level of education as young adults and work

level equipment that is reasonably priced and sold

skiing, snowboarding, and biking. While a there is

outdoor activities such as camping, hunting, and

in the same fields, although since they have been

at large discount retailers or sporting good stores.

a small portion of this segment that participates

fishing more than females. In the last five years

working for a longer period of time they are more

mainstream sports such as baseball, football, and

though, the percentage of females in this segment

experienced. As a result they will generally earn

basketball, the majority are just avid fans. When

has risen and will likely continue to. Within in the

between $50,000 to $70,000 annually.

purchasing apparel products they are more inter-

fifteen to twenty years this segment will consist

ested in their durability, quality and comfort as

of a more balanced split between both genders.

experienced anglers and new target audience of novice and amateur anglers. The new sub-brand identity

that is able to project sporty feel with a high level of contrast between colors to create a powerful sense

The individuals within this segment require that

in picturesque areas as apposed to major tourist

Create a new identity that successfully visually communicates the company’s years of experience with

are loyal Shakespeare customers. Packaging designs for this new product line should use a color palette

BENEFIT SEGMENTATION

that offer outdoor activities and accommodations

GENDER SEGMENTATION

appeal to this new target audience of primarily teens and young adults but also experienced anglers who

FIRST TIME FISHERMEN

service that meets their needs they are willing to

RESEARCH ANALYSIS

new novice & amateur anglers.

and packaging designs created for this new product line should have a vintage style which will not only

CASTING CAMPERS

apposed to their style. These individuals are very

INCOME SEGMENTATION

GEOGRAPHIC SEGMENTATION Individuals in this segment live in suburban areas or in areas just outside of them that typically have

careful consumers, and rarely purchase products they have not thoroughly researched or have not

Teens in this segment have access to low levels

large sized properties in more rural areas. Those

of shelf appeal. The packaging designs would also benefit from incorporating patterns or abstracted

been recommended to them by close friends or

of disposable income since the majority of them

who reside in suburban areas live in two to three

family. While their purchasing decisions are always

are full time students. Typically their parents will

bedroom homes that have small to medium sized

imagery that is suggestive of water or the movement of casting a fishing line.

influenced by price, when they find a product or

provide them with a weekly allowance or provide

backyards, and often have one to two pets. These

CAPABLE CASTERS & AMATEUR ANGLERS DEMOGRAPHIC SEGMENTATION TEENS WITH MODERATE EXPERIENCE

ADULTS INTERMEDIATE EXPERIENCE

AMATEUR TEEN TO ADULT ANGLERS

a higher percentage of males than the previous

RESEARCH ANALYSIS

segment because more males enjoyed their first

AGE & LIFECYCLE SEGMENTATION

fishing experiences and continue to fish throughout their adult lives.

This segment consists of teens to adults (15-45) from Generation X and Generation Y. They enjoy

INCOME SEGMENTATION

fishing several times a year and have a small to

TARGET AUDIENCE RESEARCH ANALYSIS

medium amount of fishing equipment they have

Teens within this segment have low to medium

purchased from large chain sporting good stores

levels of disposable income which is often provided

or large discount retailers like Walmart who carry

to them by their parents. A third to half of these

sporting goods. Typically they fish with friends

teens also have part time jobs they work at while

or other family members in lakes or small bodies

attending school or when on vacation. They also

of water near their homes and in larger bodies

tend to be more responsible with their money than

of water when on vacation. They often fish regularly

others their age, and are less likely to spend their

enough to purchase annual fishing licenses or

money on frivolous purchases. They will typically

permits. Teens and young adults in this segment

ELEMENTARY ANGLERS

CAPABLE CASTERS & AMATEUR ANGLERS

are often introduced to the sport through family members or friends who are experienced anglers. Adults in this segment are the most experienced,

THE RUN DOWN Loyal professional and avid amateur angler customers have relied

and have been casual fishermen throughout their lives. This segment enjoys an active lifestyle and

have not thoroughly researched. Their purchasing decisions are

on the innovative quality products Shakespeare produces for over

based on the price and quality of the product or service, and are

100 years. The goal for this project was to cast an even wider net

rarely influenced by brand names. Experienced anglers within this

frequently participates in a variety of sports and

other outdoor activities. A large percentage of these individuals participate in school or amateur sports leagues. They very rarely purchase new products that they have not thoroughly researched or have been recommended to them by family or friends. Brand names have little influence on their purchasing decisions. Any purchases they make are based on the price, quality, and durability of the product. When dinning out they frequent casual dinning establishments that are reasonably

to pursue the new growing and highly profitable target audience of

target audience purchase their fishing equipment from stores that

priced and serve good portion sizes. As a result

novice and intermediate anglers. This target audience enjoys being

specialize in fishing supplies and equipment, and sporting good

conscious about their diet than most people.

exposed to new experiences and outdoor activities. The individuals

stores as well. The other portion the target audience that has little

that make this new broader target market are careful consumers.

or no fishing experience purchases fishing equipment from large

They rarely purchase any products or services that have not been

discount retailers who have a sporting good section, or from local

recommended to them by friends and family members or that they

sporting goods stores that carry a wide variety fishing equipment.

of their active lifestyle, they tend to be more health

GENDER SEGMENTATION

go on to earn a high school diploma and college degree. Young adults in this segment have graduated high school and are attending college or have already graduate and are working full time. Those young adults in the early stages of their career earn between $40,000 to $60,000 annually Adults have the same level of education as the young adults, and work in a variety of fields where they earn between $55,000 to $75,000 annually.

GEOGRAPHIC SEGMENTATION This segment lives in suburban areas or on the outskirts of big cities or towns. They live in three to four bedroom homes that have medium sized yards where their children can play. Their homes are often located within a short driving distance of nature preserves, national parks, or other large outdoor areas open to the public for activities like hiking, fishing, camping, and biking. Close to half of this segment lives in more rural areas with larger sized properties. Due to their larger sized property they often have a number of pets which sometimes includes horses. BENEFIT SEGMENTATION This segment requires products they purchase to be well made, reliable and reasonably priced. They are very loyal to brands which meet their needs,

Composed of 70% male and 30% female. Males

and are not quick to try new products or services

make up a larger portion of this segment because

simply because they are popular or new. When

they generally enjoy activities like hunting and

purchasing any product, its design or styling has

fishing more than females. This segment contains

little influence on their decision.


5.82

CHAPTER 5:

reeling in a new demographic

PROJECT:

re-branding & sub-brand product line creation

CLIENT:

SHAKESPEARE

CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

5.83


5.86

CHAPTER 5:

reeling in a new demographic

PROJECT:

re-branding & sub-brand product line creation

CLIENT:

SHAKESPEARE

CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

5.87


5.90

CHAPTER 5:

reeling in a new demographic

PROJECT:

re-branding & sub-brand product line creation

CLIENT:

SHAKESPEARE

CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

5.91


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

In order to capture the attention of this new target audience I explored sub-brand names that were able to communicate a sense of experience and quality, yet were also catchy and memorable. My explorations led me to the name “Silverline” for the this new sub-brand. I used a script typeface since it beautifully suggested the fluid long flowing curves of a fishing line as it’s being cast into the water. I knew there needed to be a contrast between the typeface chosen for the re-branding and typeface used for the new subbrand that would always reside in close proximity to it. My explorations of typefaces that were able to effectively communicate the tradition, history and experience of the company lead me to chose the Rosewood Std. typeface. Wanting to maintain the visual imagery of the original script typeface, my explorations lead me to decide upon the Voluta Script Pro typeface. The very exaggerated capital “s” of this typeface family however was to vague and not immediately decipherable though. To solve this problem the it was hand modified to and slightly scaled down to create cohesive feel with the other letterforms. Recognizing the effective visual imagery of a fishing line be cast into the water the scripted typeface suggested, I designed the script style ornamentation to frame the re-branding and new sub-brand. By designing the lower ornamentation to be larger and visually support the elements above and designing the upper ornamentation to be smaller and visually lighter, I created a design that successfully communicated the superiority and tradition of Shakespeare with the way it resembled a crown. My final design incorporated a color palette that was able to communicate the company’s experience and history, with a brown that might be found in an old aged piece of wood on dock or pier. In order to contrast this colors mood and feel, I incorporated a brighter pastel color palette. Together these colors are able to effectively communicate Shakespeare’s rich history and experience, while at the same time giving the packaging desings a young, fresh and modern style voice to directly speak to this new target market.


COBRAM ESTATE PACKAGING DESIGN PACKAGING


6.96

CHAPTER 6:

aussie olive oil

PROJECT:

rebranding & package design

CLIENT:

COBRAM ESTATE

PROJECT OBJECTIVES

CLASS:

packaging 2

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

6.97

CONSCIENTIOUS COOKS DEMOGRAPHIC SEGMENTATION

To create a new packaging design for Cobram

FAMILIES

YOUNG ADULTS

CASUAL COOKS

families and are responsible for the grocery shop-

families walk or ride their bikes to school near by.

ping for their families. Those females which are

Young adults within this segment typically live

married or live with their partners also tend to be

in small two bedroom homes or apartments that

Composed of young adults to adults (28-70) of

the ones who primarily do the grocery shopping

are located in small cities within driving distance

Generation Y, Generation X, and the Baby Boomer

for their household. With the increasing interest in

of larger cities or metropolitan areas where they

Generation. They cook for themselves and their

home cooking brought on by television cooking

work. Adults with no children live in both these

products Australian origin, and their superior

family out of necessity and for enjoyment. Young

shows and television networks like Food Network,

types of areas in two to three bedroom homes or

adults within this segment are generally limited

the percentage of males is slowly rising.

apartments that are medium in size.

their busy work schedules. When they do cook

ages, and try to keep away from unhealthy snacks

quality and flavor.

though they prepare nutritious dishes in portions

and junk food. They typically purchase organic

Young adults in this segment are typically high

large enough to save smaller portions for meals

fruits & vegetables and free range poultry & meat

school graduates and have gone on to obtain an

later in the week. They are also very conscientious

whenever possible. Adults in households with no

associates degree or a bachelors degree. They

about their diet and try to eat healthy whenever

children enjoy cooking for themselves or for their

work in entry-level positions in a variety of fields

possible, although they often eat fast food or eat

spouse, family, and friends. The individuals within

directly related to their college degrees and earn

out at casual dinning restaurants that serve food

this segment are primarily concerned with quality

$35,000 to $45,000 annually. Adults within this

when purchasing products, and less concerned

segment are generally well educated with one to

with the price. They’re influenced by brand names

two college degrees and often work in leadership

when purchasing products and services, however

or management positions. As a result of having

they rarely purchase products simply base on the

worked in their positions for several years or their

brand name it carries. When purchasing apparel

leadership or management positions they earn

products and accessories for themselves and their

between $55,000 to $95,000 annually.

Estate olive oils that visual communicates the

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

to cooking two to three times a week because of

Create a packaging design that effectively communicates the company’s Australian heritage and origin of the products. The design should also convey the brands awarded and recognized superior quality and respected reputation it has gained. These designs would benefit by incorporating the

INCOME SEGMENTATION

families they generally shop at big name depart-

unique information graphics the company uses on its website to map the flavor attributes of each

ment stores that carry reasonably priced products.

BENEFIT SEGMENTATION

GEOGRAPHIC SEGMENTATION This segment purchases Cobram Estate olive oils

The young adults and adults in this segment who

The majority of this segment who have families

because of the superior quality achieved through

type of olive oil. In order to more effectively communicate the superior quality of brand’s products

which is not considered very healthy out of con-

don’t have children also occasionally shop at more

with children live in suburban areas in three to four

the traditional manufacturing process, and the

high-end department stores where they purchase

a new bottle with a more elegant and sophisticated shape should be used. To better establish this

venience. The majority of adults in this segment

bedroom homes with medium sized yards for

unique flavor the olives contain from the regions

are married with families where they have one to

designer apparel products and accessories.

their children to play in. These areas are generally

in Australia where they are grown. These people

located one to two hours driving distance away

also purchase Cobram Estate because it’s available

from major cities or metropolitan areas where the

in several different flavors and quality types for

three children. When cooking for their families

GENDER SEGMENTATION

elegance and sophistication the bottles could be frosted in a gradation from top to bottom, or a

they require quality ingredients and products that allow them to maintain a healthy well balanced

This segment consists of 65% female and 35%

majority of people living there also have families

different uses. Olive oil blends created specifically

mask could be applied to the bottles then frosted to create an image or pattern.

diet. Parents in these families try to provide their

male. Females make up a larger percentage of this

with children. Generally there is little vehicle traffic

for such uses as salad dressings, bread dipping,

children with healthy nutritious food and bever-

segment because a large portion of them have

or congestion, and many of the children in these

marinades, sautéing, and grilling.

CAPABLE COOKS DEMOGRAPHIC SEGMENTATION COOKING ENTHUSIASTS

in medium sized homes, townhouses, and apart-

they will often spend large portions of time on the

ments which have recently been remodeled or

weekend or on their days off cooking or baking

built. Often they will contain things such as built

Composed of adults (35-65) from Generation X

in the kitchen while listening to music or watching

in home theater systems, built in audio systems,

and the Baby Boomer Generation. These adults

television. The majority of these individuals are

remote security & electrical controls, solar panels,

have a passion for cooking and enjoy cooking

very open to trying unique foods and beverages

and digital control panels. They are often within

for themselves as well as their family, and friends

with unconventional flavors, and have a refined

close proximity to upscale shopping centers and

when entertaining. They have large to medium

flavor palette. As a result of their developed and

districts that feature bars, cafés, boutiques, and

sized kitchens that contain high-end appliances

refined flavor palette they also enjoy drinking a

fine dinning restaurants. The majority are within

along with a wide variety of high quality cooking

variety of wines that are often produced by small to the recent popularity of cooking and restaurant

areas that are home to museums, theaters, and music halls these individuals will regularly visit.

AGE & LIFECYCLE SEGMENTATION

CONSCIENTIOUS COOKS

CAPABLE COOKS

THE RUN DOWN

TALENTED AMATEUR CHEFS

cook is because they thoroughly enjoy it. Often

RESEARCH ANALYSIS

TARGET AUDIENCE RESEARCH ANALYSIS

DYNAMIC DABBLERS

driving distance of larger cities or metropolitan

Every year more and more people are realizing the importance of

been farmed. The individuals within this segment are influenced by

tools and cutlery. Their cooking skill level is higher

lesser known wineries, apposed to other cheaper mass produced lower quality brand name wines

review programs on television, and the growing

maintaining a healthy well balanced diet and using high quality food

brand names, although they will rarely purchase a product simply

than average and as a result they typically cook dishes that tend to be labor intensive and have a

(Charles Shaw and Kendall Jackson). Many have

number of gourmet groceries stores which have

and ingredients when cooking. These people are also discovering

based on the name it carries. When these individuals come across a

high level of difficulty. When purchasing grocer-

small wine coolers or medium to large sized wine

become very popular and continue open.

racks in their kitchens. Most of the individuals in

that many of these higher quality ingredients and foods have richer

new product that appeals to them while grocery shopping, they’ll

ies they typically shop at small specialty shops or large gourmet grocery stores which carry high

this segment are married or live with their partner,

more well rounded flavors. Individuals who realize the importance

carefully examine the back label or the portion of the package that

quality produce (often organic) and high quality

and have no children or no plans to in the future.

and benefits of using these higher quality ingredients make up the

contains the ingredient and nutritional information before deciding

farmed). They often are very loyal to smaller food

meat, fish, and poultry (often free range or not

GENDER SEGMENTATION

INCOME SEGMENTATION These individuals are well educated with one or multiple college degrees. They often work in very technical or advanced fields like electrical engi-

brands whose products are of a higher quality

Composed of 50% male and 50% female. This

neering, medicine, micro biology, marketing and

level than larger more well known brands. Given

segment is divided equally between both genders

computer programing. The majority work over

their culinary skill level, they’ll often make their

currently. Although less ten years ago this seg-

forty hours a week and often travel several times

own elements or ingredients required for recipes

ment consisted of a higher percentage of females.

throughout the year for work. As a result of the

instead of buying them (chicken stalk, pie crusts,

The rise in the percentage of males is attributed

fields they work in and the high number of hours

target audience for Cobram Estate olive oils. The company’s prod-

to purchase it. While these consumer are concerned with the price

ucts attract a variety of customers of different ages and lifestyles,

of the products they purchase, they are more concerned with the

who not only cook out of necessity but because they enjoy to. This

ingredients, quality, and nutritional information. All of the individuals

target audience favors shopping at grocery stores that carry higher

within this target audience have intermediate to advance culinary

salsa, and applesauce). These individuals will often

they regularly work, they earn between $70,000

The individuals within this segment purchase

to $150,000 annually. They are also very financially

than average quality products. These stores will typically feature a

skills they have acquired from watching cooking television programs

purchase produce and other goods from local

Cobram Estate olive oils because they are avail-

farmer markets where they are much more fresh.

responsible, regularly saving or investing large

able in variety of flavors and quality levels for

portions of their income.

all their cooking needs. They typically purchase

large selection of specialty products made by smaller companies or

and reading cookbooks or magazines. This target audience pur-

This segment typically has a large collection of

brands who are focused on producing smaller quantities of higher

chases Cobram Estate olive oils because they recognize the superior

food and wine magazines which have seasonal

quality products. They also often offer organic produce, free-range

quality and are available in a variety of flavors and different types

meat and poultry, and feature fresh caught seafood that has not

that have been carefully crafted for specific uses.

specialty cook books and subscribe to gourmet

GEOGRAPHIC SEGMENTATION

BENEFIT SEGMENTATION

the higher quality olive oils because their able to clearly taste the difference as a result of their

recipes, cooking tips, and product reviews. Many

The individuals within this segment live in small

sophisticated flavor palette. These individuals

of these individuals make a good living and do

cities and medium sized cities or towns that have

are very comfortable paying the higher price for

not need to cook out of necessity. The reason they

higher than average property values. They live

these products and believe it is well worth it.


6.98

CHAPTER 6:

aussie olive oil

PROJECT:

re-branding & package design

CLIENT:

COBRAM ESTATE

CLASS:

packaging 2

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

6.99


6.100

CHAPTER 6:

aussie olive oil

PROJECT:

re-branding & package design

CLIENT:

COBRAM ESTATE

CLASS:

packaging 2

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

6.100


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

In this rebranding and package project I created a design that was able to visually communicate the products Australian origin as well as its superior quality and specialty artisan blends with unique flavor attributes. Studying the company’s current branding and packaging, I felt they did little to communicate their products unique attributes to their target audience. After visiting a handful of grocery stores that carried the company’s products, I also realized that they lacked the necessary shelf appeal to visually stand out and communicate their superiority. In the rebranding solution I designed, I created an abstracted image of an olive branch where one of the olives housed their kangaroo logo. To communicate the quality and specialty artisan blends, the abstracted image incorporated subtle brush strokes on the outline of those shapes. I positioned this abstracted portion of the design on bottom of the front label due to its heavy visual weight and its ability to provide visual support for the other lighter elements above. It also suggested and provided a horizontal ground level for the olive tree illustration which leaned in from the right side. In order to visually communicate the products Australian origin, I used a color palette that was suggestive of the rocks, earth, and plant life found in that area. On the back label I incorporated the unique flavor web graphic used on the company’s website to communicate the particular flavor attributes of each blend of olive oil. I also successfully communicated the products superior quality through using an elegant tall tapered bottle structure that other products like premium top shelf spirits often have. The products superior quality was further visually established through cutting out masks with tree branch silhouettes for each bottle and then spraying them with a clear frosting that faded out towards the neck of the bottle just bellow the collar band.


THEOPENTABLE BOOK DESIGN PRINT


7.108

CHAPTER 7:

running the table

PROJECT:

book design

CLIENT:

POCKET BILLIARDS

PROJECT OBJECTIVES

CLASS:

typography 3

INSTRUCTOR:

LIAN NG

CATEGORY:

print

7.109

NOVICE NEWCOMERS DEMOGRAPHIC SEGMENTATION

To create a book design about billiards for novice and intermediate players that presents information about the game’s history, rules, and techniques in a visually engaging manner.

TEENAGE STUDENTS

today (would benefit from a time-line information graphic noting games important milestones and developments). Following this opening section the content will gradually move from basic rules and equipment to more advanced and complex topics. Information graphics will be created to help visually communicate text that discusses fundamental techniques and critical shots. These infor-

YOUNG ADULTS

the early stages of their career. In their spare time

they earn an hourly wage (most often minimum

coffee shops, and small stores or boutiques that

they enjoy going out to eat or grabbing a drink

wage). Young adult college students within this

they frequent. The young adults in this segment

with friends at local restaurants, bars, and clubs.

segment have access to low levels of disposable

still attending college live on campus in student

Composed of young teens and young adults

Often times these establishments will have one

income that they obtain through part time jobs

housing and dorms, or in small to medium homes

(15-30) from Generation Y who have little or no

or more pool tables where customers can play a

and apartments they share with other students

experience playing the game. Many these indiv-

game while waiting for a table or while having

that are located within walking distance of their

iduals have played the game a handful of times for

drinks and socializing with friends. The individuals

school. Teens within this segment who still live

fun with friends or family at a local pool hall or

within this segment are up to date with the latest

with their parents, live in three to four bedroom

other business has public pool tables. When they

fashion trends and dress in contemporary apparel.

homes in small to medium size cities or towns

play, these individuals often just shot to pocket

and accessories. They purchases these products

in suburban areas.

balls and don’t play by any strict rules since they

based on their style and quality, and are less influ-

are generally unfamiliar with exact rules of the

enced by the brand name they carry. As a result

or the financial assistance of their parents. Young

game. Teenagers within this segment are typically

of their very active social lives, they spend more

adults who have completed their education and

Individuals within this segment purchase books

in their third or forth year of high school or have

of their money on entertainment and activities

are just beginning their professional careers have

about subjects and activities they have recently

just recently graduated, and are still discovering

than they do material products.

a moderate level of disposable income. These

been introduced to because they want to learn

individuals spend large portions of their disposa-

more about them. They require the information to

ble income on entertainment and various other

be presented in an engaging easy to read format

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

new activities and experiences they enjoy. When

The book will open by looking at the games history and how it has evolved into the game it is

COLLEGE STUDENTS

GENDER SEGMENTATION

hanging out with friends, these individuals enjoy

BENEFIT SEGMENTATION

other casual activities like bowling and miniature

This segment consists of 40% female and 60%

activities. They work in entry level positions in jobs

golf where they can socialize with their friends at

male. Males make a larger portion of this segment

directly related to their college degree and earn

the same time. These teens typically have a very

because they are more attracted to recreational

between $35,000 and $55,000 annually. The vast

active social life and are in constant communica-

games or activities like billiards and bowling. The

majority of these young adults do not save any

tion with their friends through social networking

gender segmentation for this group is likely to

portion of their income regularly.

websites, instant messaging, text messaging, and

stay at these levels for sometime. Females within

talking on the phone. The other portion of this

this segment generally only play with groups of

segment is composed of young adults currently

friends that consist of males and females.

attending college or have graduated, and are in

INCOME SEGMENTATION

GEOGRAPHIC SEGMENTATION The young adults in this segment who are just beginning their professional careers live in large cities or metropolitan areas where their jobs are

mation graphics should incorporate a clear scale change between the different elements in order to

Teens in this segment have a low to moderate

located, or in smaller cities located within driving

create an effective visual hierarchy. The visual hierarchy established in these information graphics

level of disposable income that is often provided

distance. They live in small to medium two bed-

by their parents in the form of an allowance. A

room apartments and homes, or in larger three to

small portion of teens within this segment how-

four bedroom homes or apartments they share

with graphics and images that help communicate

will carry the reader from them back to the copy (or vise versa) by elements within them extending

ever have part time or seasonal jobs they work

with other young professionals. Many of them are

and explain the subject mater. These individuals

at after school or on vacation. Typically these jobs

located within walking distance of commercial

want the most for their money, and typically check

from one page to another. Given that many of these information graphics will contain small point

are in the retail and food service industry where

streets or areas with a variety of restaurants, bars,

several other stores to locate the lowest price.

sized text, the design should use a sans serif typeface for these elements and any image captions, and a serif typeface for the body copy of the book.

PASSIONATE PLAYERS & EXPERIENCED SHOOTERS DEMOGRAPHIC SEGMENTATION NOVICE NEWCOMERS

ADVANCED INTERMEDIATE YOUNG ADULTS

TALENTED ADULTS

within this segment generally work in leadership

in medium sized cities or towns with good school

or management positions these technical fields

districts for their children. They live in three to

and earn between $65,000 to $85,000 annually.

four bedroom homes in suburban areas that are

This segment consists of young adults to adults

The majority of these individuals are considered

primarily composed of other families. These areas

(35-55) from Generation X and the Baby Boomer

financially responsible and regularly save or invest

often have well maintained public parks or other

Generation. These individuals regularly play pool

portions of their income.

open space areas where people can walk, bike

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

with friends or family and sometimes participate

GEOGRAPHIC SEGMENTATION

in amateur leagues. Their skill level varies from intermediate to advanced intermediate. Most of these players have a thorough understanding of the basic rules, fundamental techniques, and strat-

TARGET AUDIENCE RESEARCH ANALYSIS

egies of the game. They enjoy playing because it is an activity they can play at a casual pace where they can socialize while playing. The majority of

NOVICE NEWCOMERS

PASSIONATE PLAYERS & EXPERIENCED SHOOTERS

this segment prefers activities or hobbies that are

offer traditional cultural experiences that are not considered mainstream tourist destinations or attractions. When shopping for apparel products, their purchasing decisions are based on quality, durability, and style. GENDER SEGMENTATION

In recent years, playing pool has become more popular among

with the game that play on a regular basis for fun with friends and

live in small to medium sized cities or towns that are also home to the companies or businesses they work for. These individuals live in small one to two bedroom homes or apartments that they often share with other young professionals their age. Many of them are located near commercial streets or areas that have a variety of restaurants,

not physically demanding and can be done in

THE RUN DOWN

Young adults in this segment live in this segment

the evening after work or anytime during the day.

Composed of 65% male and 35% female. Due to

coffee shops, bars and small stores or boutiques

They enjoy watching television programing that

the rising popularity of the game and increased

that they frequent. Adults in this segment typically

ride, and play sports. These homes are also closely

is both informative and entertaining, such as doc-

media coverage of professional tournament play

have families with one to two children and live

located to business areas or other cities where

umentaries and travel shows. Individuals within

in recent years, the percentage of females within

their jobs are located. A small percentage of these adults regularly commute forty to seventy miles

age of males can also be attributed to the sports

to their jobs in large cities or metropolitan areas.

people of all ages. Many teens and young adults play the game for

family or compete in amateur leagues at their local pool hall or sports

this segment is slowly rising. The higher percent-

fun while hanging out with friends at local pool halls or bars while

bar. These individuals have a thorough understanding of the rules

bar type environment of pool halls.

having drinks. Often these individuals are unfamiliar with the exact

of the game and have developed an intermediate to advanced inter-

rules of the game and just enjoy shooting to pocket balls. Some

mediate skill level. Many of these players look improve their skills

Individuals within this segment are typically well

type of book to brush up on the key fundamentals

find they enjoy the game enough to want to learn more the official

by learning new techniques and some of the most critical shots of

educated, possessing one or sometimes multiple

of the game and to study the most common and

rules and fundamental techniques of the game. In order to further

the game by purchasing books that provide this information. These

college degrees. They work in fields that are con-

critical shots in order to improve their game. They

this segment also enjoy visiting museums and art

sidered technical, such as computer programming

enjoy reading in their spare time, and will often

and electrical engineering. The young adults in

reread their favorite books multiple times. Many

BENEFIT SEGMENTATION

INCOME SEGMENTATION The individuals in this segment purchase this

their knowledge of the game, they purchase books that provide this

novice and intermediate skill level pool players make up the target

galleries, and attending theater performances or

information. There are also other individuals who are more familiar

audience for “pocketbilliards theopentable.”

concerts. When traveling, they prefer to travel to

this segment work in entry-level positions earning

of them have medium to large size book collec-

destinations that have historical significance or

between $40,000 to $65,000 annually. Adults

tions consisting of wide a variety of books.


7.110

CHAPTER 7:

running the table

PROJECT:

book design

CLIENT:

POCKET BILLIARDS

CLASS:

typography 3

INSTRUCTOR:

LIAN NG

CATEGORY:

print

7.111


7.114

CHAPTER 7:

running the table

PROJECT:

book design

CLIENT:

POCKET BILLIARDS

CLASS:

typography 3

INSTRUCTOR:

LIAN NG

CATEGORY:

print

7.115


7.116

CHAPTER 7:

running the table

PROJECT:

book design

CLIENT:

POCKET BILLIARDS

CLASS:

typography 3

INSTRUCTOR:

LIAN NG

CATEGORY:

print

7.117


7.118

CHAPTER 7:

running the table

PROJECT:

book design

CLIENT:

POCKET BILLIARDS

CLASS:

typography 3

INTSRUCTOR:

LIAN NG

CATEGORY:

print

7.119


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

The design solution that I created for this book on billiards successfully visually communicated the subject matter it addressed through the layout and design of typographic and graphic elements. In the first chapter of the book were it discussed the games origin and evolution I created a timeline information graphic that featured some of the most important events and moments in its history. I designed this information graphic to visually suggest a cue ball being struck by a cue stick and its movement after impact with the solid burgundy curved line on the left symbolizing the cue stick, and the radiating lines of text symbolizing the possible directions for its movement. The act of a cue stick striking the cue ball and its horizontal movement was further suggested in other typographic elements and page layouts throughout the book. This was achieved for pull quotes that appeared on pages with full bleed images by the staggered lines of text moving in from the left side and the solid white bars that visually pushed them across or into the page. On pages with long columns of copy extending from the top to the bottom of the page, pull quotes were designed to pierce the columns of copy and extend into the white space next to them or into the adjacent column of copy. The design I created also involved the creation of many diagrams illustrating the angles and velocity needed for critical shots and techniques. The different sizes and weights of objects and text used for these graphic elements worked to create a clear visual hierarchy leading the reader from one element to the next in the proper order, as well visually directing them to the next page or spread. The book logo that I designed for this project was also incorporated into the slipcase that I hand fabricated. I created an embossed version of it on the cover of the slipcase by creating a die cut of the design on a piece hundred pound matte paper in the same rectangular dimensions of the front panel, then spray mounting it to that panel before covering it with cloth. After covering it with cloth I carefully burnished the small intricate shapes using a small square shaped burnishing tool that I created out of balsa in the same dimensions as the small squares.


BLUE POSTER SERIES PRINT


8.124

CHAPTER 8:

feeling blue

PROJECT:

experimental typography poster series

CLIENT:

BLUE

PROJECT OBJECTIVES

CLASS:

typography 4

INSTRUCTOR:

LIAN NG

CATEGORY:

print

8.125

SOCIAL CAUSES & PUBLIC SERVICE ANNOUNCEMENTS DEMOGRAPHIC SEGMENTATION

To design a poster series using experimental typography, which are tied together by using

CHILDREN

TEENAGERS

YOUNG ADULTS

ADULTS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Composed of individuals of all ages (10-85) from Generation Y, Generation X, and the Baby Boomer

SENIORS

that pertain to or affect one gender more than the

ages and ethnicities, while others reside in much

other, there are so many issues and topics that

more rural areas where their nearest neighbor

they address that they equally balance out overall

might be miles away. As long as these individuals

between both males and females.

are exposed to basic forms of media like news-

INCOME SEGMENTATION

Generation. Individuals within this segment are

papers and television in the areas they reside in, are potential members of this target audience.

the target audience for a variety of purposes and

common for these teenagers and young adults to

This segment is composed of individuals of all

reasons. The goal of these posters for children

be more receptive to information or warnings

educational and income levels. Like the previous

and young teenagers is to introduce and educate

about this deadly act when it is addressed by a

gender segmentation analysis, there are certain

neutral third party and not their parents. The com-

The individuals in this segment are open to the

them about social causes and public services. It

social cause and public service announcements

munication goal for adults and seniors in this

information and messages contained in posters

is important to teach them about these particular

that pertain to or are directed at individuals of

segment when addressing these types of issues

which address various social causes and public

topics at their age because it will allow them to

specific educational levels or income levels. For

is to introduce, educate, and remind. There are

service announcements because they understand

example, some statistics suggest that individ-

social causes and public service announcements

the importance being introduced to new infor-

uals who have obtained a high school education

that address issues many adults and seniors may

and have attend college, are considered to be

be unaware of because they were not considered

well educated, making them much less likely to

issues or causes that were important enough to

participate in most types of criminal activities.

publicly address before. One topic that continues

Another example, is those individuals who have

to become increasingly important to address,

typographic solutions can be created in any manner or medium, just as long they are created using

experience financial struggles and currently live

develop good habits or an awareness that will not

is the growing number of people who are forced

in poverty or have lived in poverty for period of

to work for just a few cents an hour in foreign

unconventional, experimental, modified, abstract or interpretive letterforms that work towards

only rewards themselves, but others in their local

time in their lives, give more money to charities

community or around the world. For example, it’s

manufacturing facilities, producing clothing for

than those who are considered wealthy.

becoming increasingly important to inform and

popular apparel companies. While many seniors

teach these young individuals the importance of

and adults might be aware of these unfortunate

water conservation. The majority of teenagers

circumstances, they might not realize how wide-

and young adults are aware of the most common

spread this problem has become and how it will

social causes or topics and messages of public

continue to grow unless people become aware

service announcements already. So the communi-

of those companies who rely on exploiting these

cation goal for this segment is to remind them

workers for own benefit and financial gain.

a blue color theme. The subject matter for these posters is open to all topics, themes, or associations related to the color blue. Experimental typography will be created to visually communicate the subject matter, message, or personal interpretation of anything that can be associated with the color blue. These

communicating the focus or topic of each poster.

of these messages, and why they are important.

GEOGRAPHIC SEGMENTATION

BENEFIT SEGMENTATION

mation or the awareness they attempt to maintain.

Individuals in this segment live in wide variety

These individuals aren’t always open or receptive

of areas. Some reside in busy metropolitan areas

to the particular messages or topics they address

that are densely populated by individuals of all

due to a variety of reasons. These reasons can include their geographic segmentation, religious beliefs, economic status, social class, ethnicity, sexual preference, age, and ignorance. The vast

GENDER SEGMENTATION

of these individuals though, regardless of their

Most teens and young adults have been told by their parents or peers the dangers of drinking and

This diverse segment consists of equal portions

personal beliefs and feelings, clearly understand

driving many times before, yet it’s a topic that

of males and females. While there are particular

the basic underlying good intentions behind the

deserves to be continuously addressed. It is very

social causes and public service announcements

creation of these posters.

PERSONAL INTERPRETATIONS & SYMBOLIC REFERENCES DEMOGRAPHIC SEGMENTATION TEENAGERS

percentage of these individuals, there is a direct

the personal interpretation of the artist it cap-

popular among their peers, while others are able

correlation between their educational level and

tures. The one common characteristic that all of

to identify the symbolism and or messages they

income level, and the type or style of art they are

these individuals share is their appreciation for

Consisting of teenagers to adults (15-65) from

communicate. These different types of appreci-

attracted to. Those individuals in this segment

certain types of art for one reason or another.

Generation Y, Generation X, and the Baby Boomer

ation for artwork also applies to young adults and

who have achieved multiple college degrees and

Generation. Individuals in this segment have an

adults who are very often attracted to modern

work in high paying fields are often more likely

appreciation or for wide range of different types

minimalist abstract paintings or classic works of

to prefer the artwork of famous iconic classic or

Individuals within this segment live in a variety

of art for a variety of different reasons. Some of

art created by legendary greats. Some of these

contemporary artists such Claude Monet and

of areas and rent or own a broad range of homes

these individuals have an appreciation for certain

individuals appreciate artwork simply cause they

Mark Rothko. Another example would be those

or apartments. The areas they live in also often

types of art because they’re professional artists

find it visually appealing, and others consciously

individuals with only a high school diploma who

influence the types of artwork they are attracted

and designers who work with the same mediums

or unconsciously appreciate artwork because of

to or prefer. For example, individuals who grew

in similar styles, while other individuals simply

the affluence or social status that is associated

up and live in rural areas in the Midwest might be

have an appreciation for various types of artwork

with them. Regardless of their different taste and

drawn to or prefer classic Americana folk art,

because it is visually pleasing and or recognize

reasons for preferring certain types of artwork,

as result of primarily being exposed to this style

the skill, vision, and artistic interpretation of the

these individuals are the target audience for those

of artwork and not more traditional fine art that

artist. Teenagers for example typically have an

posters that demonstrate unique personal inter-

is typically found at large museums in major cities.

appreciation for modern style graphic design or

pretation or make symbolic references to a variety of subject, themes, or beliefs.

AGE & LIFECYCLE SEGMENTATION

SOCIAL CAUSES & PUBLIC SERVICE ANNOUNCEMENTS

PERSONAL INTERPRETATIONS & SYMBOLIC REFERENCES

THE RUN DOWN

ADULTS

teens appreciate this style of artwork because it’s

RESEARCH ANALYSIS

TARGET AUDIENCE RESEARCH ANALYSIS

YOUNG ADULTS

GEOGRAPHIC SEGMENTATION

BENEFIT SEGMENTATION

The target audience for this poster series focusing on social causes,

posters for this target audience is to introduce, inform, educate,

graffiti art because it is commonly seen in the

public service announcements, symbolic references, and personal

and remind them of certain topics or subjects. Those posters that

covers of popular music groups. Some of these

interpretation consists of a very wide range of individuals. Ranging

are created to communicate or demonstrate personal interpreta-

This segment is equally composed of females

make a symbolic reference to a variety themes,

and males. Like the previous gender segmentation

from children to adults of both genders, and people of all ethnicities,

tions and symbolic references to certain topics or subjects target

topics, or subjects because they have an appreci-

analysis, certain styles of artwork or the subject

ation for a variety of forms of artistic expression.

religions, lifestyles, and sexual orientations. Those individuals who

individuals who have an appreciation for a variety of art forms and

matter/messages they visually communicate are

Some of these individuals are attracted to artistic

make up the target audience for posters addressing social causes

artistic expressions. Some of these individuals are drawn to these

and creating public awareness are receptive or open to the infor-

posters primarily because they find the design, imagery, or artistic

mation they provide or topics they address because regardless of

style they contain aesthetically pleasing. Others are drawn to these

latest designer fashions trends and on the album

These individuals are attracted to posters which

GENDER SEGMENTATION

demonstrate a unique personal interpretation or

often more appealing to one gender.

works because they just find them aesthetically work in jobs with low annual salaries or are paid

pleasing and entertaining to look at. Others find

by the hour that prefer urban style graffiti art

themselves drawn to certain pieces of artwork

The individuals who compose this segment are

created by artists such as Banksy. This tends to

because of they are able to find deeper meanings

often well educated, with one or multiple college

be a broad generalization though, and certainly

within them, like an artist’s social commentary

does not apply to all individuals within this group.

or unique historical interpretation on a well-known

INCOME SEGMENTATION

their personal beliefs and feelings, they are able to understand the

types of posters because they find deeper meanings within them

degrees (teenagers who are still in high school typically go onto to attend college and earn one

For some the artistic style or medium used isn’t

event. For whatever reason, all individuals within

basic underlying good intentions behind them. The purpose of these

that speak to them on an intellectual or spiritual level.

or multiple college degrees as well). For large

as important as the message it communicates or

this target audience have an appreciation art.


8.126

CHAPTER 8:

feeling blue

PROJECT:

experimental typography poster series

CLIENT:

BLUE

CLASS:

typography 4

INSTRUCTOR:

LIAN NG

CATEGORY:

print

8.127


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

This project began by conducting extensive research and explorations into what the color blue is most commonly associated with and sybolizes. Many of the associations related to the color blue that I discovered or identified in the initial stages of the design process were very literal and basic. Most of these initial discoveries proved to lack the depth or sustenance for creating unique experimental typographic design solutions. They did however provide me with an invaluable starting point to build upon, and led me expand my explorations to areas I never initially considered. The more I pushed myself to find topics and subjects that were not most commonly associated with the color blue, the more I found unique possible experimental typographic design solution for the color blue. For example, when I discovered that blue ribbons and the color blue were commonly used to create awareness about child abuse prevention, it quickly lead to a variety of possible experimental typographic solutions. The solutions I explored were based upon the idea of which typefaces or forms visually captured or communicated the voice of a child subjected to abuse speaking or crying out for help. This led to deeper explorations of typographic forms that people would easily and instantly associate with children. One of the typographic forms I discovered which was most successful was the wooden alphabet blocks that many children have. I created the experimental typographic design for creating awareness about this topic by taking the necessary characters for the statement (and a few extra for the background) it would contain and removed the bright primary colors they were painted with by sanding off the paint and then applying a primer base coat of white paint. I then mixed four different shades of blue and hand painted each block with three coats for a rich a deep blue color. The name for the poster really created itself once the piece was constructed and photographed. This poster design was successful and effective at clearly and quickly communicating the message due to its simplicity. Another experimental typographic solution that worked very well at clearly visually communicating the subject matter or awareness message, was the poster for creating awareness about the real cost of denim. For this piece I created a designer style clothing tag which contained the awareness message using three distinct typefaces. In order to create an effective visual hierarchy and scale change between the different pieces of information, the text was set in various weights and colors for the main printed portion, and the word “ Denim� was created by making an embossing template and then embossing the word by hand. This project proved to be very challenging and time consuming for all the typographic forms that were hand fabricated, but was also very rewarding when seeing the finished pieces.


No. 409 NATURAL ORIGINS PACKAGING, IDENTITY


9.142

CHAPTER 9:

sustainable solutions

PROJECT:

sub-brand identity creation & packaging design

CLIENT:

CLOROX 409

PROJECT OBJECTIVES

CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

9.143

ENVIRONMENTALLY CONSCIOUS CONSUMERS DEMOGRAPHIC SEGMENTATION

To design a sub-brand identity & packaging system for a new natural eco-friendly cleaning product line for Clorox’s Formula 409.

FAMILY HOUSEHOLDS

franchises. Young adults in this segment live small one to two bedroom apartments or homes that

These responsible consumers always sort out all

are located in the same large cities or metropol-

Consists of young adults to adults (25-65) from

recyclable materials from their waste and often

itan areas where they work. Due to the fact that

Generation Y, Generation X, and the Baby Boomer

even sort out compostable materials also. Their

the majority of these individuals do not have any

Generation. These consumers are aware of the

concern for reducing waste motivates them to

children and are not married, the choose to live

growing importance and need for more products

do things like, refill a thermos or bottle instead of

which are made from sustainable materials and

buying large packs of small plastic water bottles

viduals work full time in a variety of fields and

they offer. These areas often have a wide variety

are able to minimize their environmental footprint

and bringing their own reusable shopping bags to

earn between $55,000 to $95,000 annually. This

of stores, retailers, and shopping centers that

the store when shopping. Those individuals who

provides them with low to moderate levels of

carry the latest products. They also have a large

are financially able have solar panels that produce

disposable income, and are generally responsible

number of restaurants, bars, clubs, theatres, and

all or the majority of their energy, energy effi-

with their finances. Adults with children often

performance centers they frequent.

cient instant hot water heaters, and other energy

regularly save small portions of their income for

efficient home appliances. Many individuals in

their children’s future college expenses. Young

this segment also own hybrid or electric cars, or

adults in this segment are well educated with one

Individuals in this segment purchase products

other cars that receive high gas millage which

or multiple college degrees and are in the early

that are made with natural and sustainable ingre-

enables them to dramatically reduce their carbon

stages of their professional careers. On average

dients because they recognize the importance

footprint. Their purchasing decisions are rarely

they earn between $35,000 and $60,000 annu-

preserving our environment. These individuals also

influenced by brand names or the popularity of

ally, and have a low level of disposable income.

actively attempt to reduce their environmental

AGE & LIFECYCLE SEGMENTATION

their homes regularly with a variety of cleaning

Products created for this new line will be made using natural ingredients with no harsh or abrasive

products for specific cleaning purposes (such as

chemicals. These products will be available in traditional applicators or bottles, but refills for those

toilet bowl cleaner, disinfectant, floor cleaner, etc.)

surface cleaner, window cleaner, dusting polish, This segment typically purchase their cleaning

items will be offered in reduced material packaging, such as cartons or refill containers. To visually differentiate these products from other 409 and Clorox cleaning products, the packaging designs

in these areas because the nightlife and activities

any particular product or service. GEOGRAPHIC SEGMENTATION GENDER SEGMENTATION

should use subdued earth tone or pastel colors and not the high contrast or complimentary colors

BENEFIT SEGMENTATION

footprint by purchasing products that are made from or packaged in sustainable and recyclable

Adults in this segment typically live in medium

materials. They want products which are able to

This segment is composed of 65% female and

homes with three to four bedrooms in suburban

meet these needs, but aren’t willing to purchase

35% male. Females make up a higher percentage

areas that are located in medium size cities or

these products if they cost considerably more.

supplies from grocery stores and large discount

of this segment because a large portion of this

towns which are primarily composed of families.

retailers while shopping for other goods. They

target audience segment is composed of family

Given the large percentage of adults who have

purchase cleaning products primarily based on

households, and they’re most often the person

families in this segment, these homes are typically

their effectiveness and performance, but based

who accomplishes the grocery shopping.

located in close proximity to metropolitan areas

typically used. This new product line could also differentiate itself from traditional cleaning products

clearly communicate the products natural sustainable ingredients and tie in with the brands name.

SMALL BUSINESSES

are on sale or until they find coupons for them.

for packaging to lower landfill waste. They clean

frequently found on the packaging or containers of cleaning products. The sub-brand name should

YOUNG ADULTS

postpone purchasing certain products until they

RESEARCH ANALYSIS

by using recyclable materials whenever possible

by using unique packaging structures and minimizing the large areas white colored negative space

ADULTS

their smell or fragrance. While they prefer and try

or large cities or where they work. These areas are

INCOME SEGMENTATION

classified as middle class neighborhoods that

to buy natural cleaning products, they are not willing to purchase those products if their price

All adults with families and single adults within

often have a few medium sized shopping centers

is significantly higher than traditional chemical

this segment have at least a high school diploma.

directly in the area with variety of major chain

based cleaning products. Individuals in this seg-

The majority are well educated, possessing one

stores and retailers. Generally restaurants that are

ment want the most for their money, and often

or multiple college degrees. Typically these indi-

located in these areas are also major chains or

CONSUMERS WITH SENSITIVE SENSES DEMOGRAPHIC SEGMENTATION PARENTS OF CHILDREN WITH SENSITIVE SENSES & ALLERGIES

INDIVIDUALS WITH CHEMICAL SENSITIVITY

positions where they’re paid and hourly wage and

cities and towns that are located within proximity

receive basic benefits such as health and dental

of larger cities or metropolitan areas where they

insurance. These positions are often in the retail

work. A small percentage are only able to live in

This segment consists of infants to adults (1-75)

and food service industries. Those Individuals

particular areas as a result of their medical con-

from Generation Y, Generation X, and the Baby

posses a one or multiple college degrees or work

ditions or the medical conditions of other family

Boomer Generation. Individuals in this segment

full time in a variety of fields and earn between

members. For example, those individuals with

require cleaning products that are made from nat-

$55,000 to $95,000 annually. They have low to

allergies or sensitivity issues are sometimes forced

moderate levels of disposable income, and are

to live cites or areas where there are less plant

generally responsible with their finances and have

allergens of or higher air quality. Or they may be

good credit ratings. Adults with children in this

required to live within close proximity of certain

segment frequently save portions of their monthly

medical specialists or hospitals.

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

ural ingredients due to medical conditions such as chemical sensitivity, chemical allergies, or as a result of having a sensitive sense of smell. The chemicals ingredients frequently found in many

TARGET AUDIENCE RESEARCH ANALYSIS

traditional cleaning products and solutions can cause these individuals moderate discomfort to severe life threatening allergic reactions. Others

ENVIRONMENTALLY CONSCIOUS CONSUMERS

CONSUMERS WITH SENSITIVE SENSES

in this segment who suffer from scent sensitivity, seek cleaning products that are unscented or mildly fragranced for their comfort (this includes

THE RUN DOWN

mothers with infants or small children). Due to

A growing number of consumers are becoming more concerned

recycling as much as possible. This influences them to try and pur-

with the ingredients used in home cleaning products they purchase.

chase products that are packaged using sustainable or recyclable

INDIVIDUALS WITH CHEMICAL ALLERGIES

are not packaged in those materials. Individuals in this segment are often very loyal to particular brands and products that meet their needs, and rarely try new brands or products unless they have been recommend by other individuals with similar conditions or medical professionals. To ensure they never run out of any of the products their conditions limit them to, they typically purchase two to five items at a time and never wait

income in preparation for their children’s college expenses. Those adults with children that suffer from the medical conditions discussed typically look for employment positions that not only provide competitive financial compensation, but

until they run out before purchasing more.

also provide extensive health insurance plans that

GENDER SEGMENTATION

cover the needs of their children.

these different conditions, they are restricted to a

GEOGRAPHIC SEGMENTATION

small selection of cleaning products which are

Composed of 50% and 50% female. Due to the

often not sold at major grocers and convenient

fact that these medical conditions and sensitivity

These individuals live in small to medium size

stores. When purchasing cleaning and personal

issues affect both genders equally. More adult

homes and apartments in a wide variety of areas.

hygiene products, these consumers demand pro-

women tend to purchase these type of products

A large portion of this segment shares the same

These consumers purchase cleaning products

however since a considerable portion of them

geographic segmentation as the last segment and

that are made with natural ingredients that meet

lives in suburban neighborhoods in medium size

their special needs, and are typically very loyal

BENEFIT SEGMENTATION

These individuals realize that many of the chemicals used in these

materials whenever possible. There is another segment of consumer

cleaning products are not only harsh and abrasive on their skin, but

who seek cleaning products made from natural ingredients that

ducts made from natural ingredients that are

are purchasing these products for their infants or

on the surface they clean as well. They also often have negative

are mildly fragranced due to chemical allergies or sensitivity issues.

scent free or mildly fragranced and are willing to pay higher prices for those products that meet

children who suffer from chemical allergies and

to certain brands or products. While individuals in

effects on the environment due to manufacturing methods used to

These conditions limit them to purchase cleaning and personal

these needs. Many individuals in this segment are

chemical sensitivity, or scent sensitivity issues.

this segment are concerned with the price of

produce them, and because they are not made from sustainable

hygiene products that meet these requirements. Together these

footprint, and like to purchase products that are

concerned with reducing their environmental

INCOME SEGMENTATION

natural cleaning products, they are willing to pay higher prices for those products that meet their

Individuals within this segment typically have at

needs. They also prefer to purchase products that

resources. Additionally many consumers are realizing the need to

two segments of consumers make up the target audience for

packaged in recyclable or sustainable materials

409 Natural Origin cleaning products.

least a high school diploma. Those who have not

are made from or packaged using sustainable

reduce their environmental footprint through waste reduction and

when possible. However, due to their conditions they are frequently forced to buy products that

attended college generally work in entry-level

and recyclable materials when possible.


9.146

CHAPTER 9:

sustainable solutions

PROJECT:

sub-brand identity creation & packaging design

CLIENT:

CLOROX 409

CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

9.147


9.150

CHAPTER 9:

sustainable solutions

PROJECT:

sub-brand identity creation & packaging design

CLIENT:

CLOROX 409

CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

9.151


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

The new sub-brand name I created for this project clearly communicated the products gentler sustainable ingredients, and also worked well as an add on to the 409 name through abbreviation. The sweeping flowing contour lines of the leaf created for this new identity mark also provided the same visual structural support for the number nine in the brand name just as the bottom curved line segment does in the original brand identity. In order to communicate this new product line’s advanced natural formula I explored graphic elements that incorporated the chemical structure of common natural ingredients used in other cleaning products. These explorations led me to the hexagon pattern which fades in on the front edges of the packaging and labels and extends around to the back. Wanting to clearly differentiate this new product line from other traditional cleaners I wanted to use unique packaging structures that were not used by any of those other products. The structures I selected were not only able to provide this differentiation, but also tied into the hexagon pattern incorporated into the design with their six panels. In order to further differentiate this new product line from traditional cleaners as well as visually communicate their sustainable ingredients and packaging materials, I decided to use a pastel color palette, as apposed to the vibrant primary artificial looking colors typically used for the packaging of traditional chemical based cleaning products. The subtle fade in gradation of the hexagon pattern also worked to effectively visually communicate the gentle yet effective nature of these new products.


FLAVOR FLUX MAGAZINE CONCEPT PRINT & IDENTITY


10.156

CHAPTER 10:

formulating a new flavor

PROJECT:

concept magazine creation

CLIENT:

FLAVOR FLUX

PROJECT OBJECTIVES

CLASS:

print 1

INSTRUCTOR:

CLAUDIA MIDDENDORF

CATEGORY:

identity & print

10.157

TRENDY TASTERS DEMOGRAPHIC SEGMENTATION

To create a new publication that focuses on the latest flavor trends and how they are being

FOODIES

COOKING ENTHUSIASTS

YOUNG ADULTS

CULINARY STUDENTS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Consists of young adults to adults (25-45) from Generation Y and Generation X. These individuals

interested in the latest food and flavor trends. The

is less responsible with their finances, electing to

percentage of males is likely to increase however

spend most of their income to enjoy themselves.

in the future, as more become interested in food

Some individuals in this segment have inherited

and the culinary industry.

or obtained sizable amounts of money through trusts provided for them by family members.

INCOME SEGMENTATION

frequently dine out at the latest new restaurants

GEOGRAPHIC SEGMENTATION

incorporated by chefs, and into new products

that serve the latest style cuisine or prepare dishes

These individuals are typically well educated with

using the latest culinary techniques and trends.

one or more college degrees. They work in a wide

Individuals in this segment reside in large cities

On special occasions or to treat themselves they

variety of professional fields and are very career

or in smaller cities and towns located just outside

will visit critically acclaimed or awarded establish-

oriented. As a result they make a good living earn-

of large metropolitan areas. They live in areas like

by the food and beverage industries.

ments, such as those who have received Michelin

frequently purchase designer apparel products

ing between $60,000 to $125,000 annually. This

these because they have a very active social life,

stars or are home to celebrity chiefs. Due to the

and accessories. The reason they purchase these

provides them a sizable disposable income which

frequently eating out, attending concerts, going to

frequency with which they dine out, they are very

products is because of their style and the status

enables them to purchase the high-end products

music clubs, visiting museums, and attending a

well informed of the latest flavor trends. One of

symbolism associate with them. This also extends

and services they prefer. The vast majority are very

variety of other social events. Individuals who live

the reasons they read this type of publication is to

to the type of cars they purchase, leading them

financially responsible, regularly saving portions

in cities typically own or rent an apartment, flat,

learn how to prepare new dishes incorporating

to purchase luxury sedans, sport utility vehicles or

of their income or investing it. A small percentage

or loft that is located in the center of the city. The

the latest flavor trends. Their love of all food and

sports cars. When vacationing these individuals

other portion of this segment that lives in smaller

beverages allows them to be more open to new

enjoy traveling to international destinations which

cities or towns in close proximity to large metro-

flavor experiences and gives them a more refined

offer unique cultural experiences and activities

politan areas own townhouses or small homes

flavor palette than other people. This segment is

or those that feature luxurious accommodations

that are designed in a modern architectural style.

also very update with the latest fashion styles, and

where they are able to pamper themselves with

This publication should focus on current flavor trends and also identify the next big flavor trends right around the corner. Feature stories should examine the characteristics of new flavors as well as any health benefits associated with the unique ingredients that contain these flavors. Editorials and other articles

BENEFIT SEGMENTATION

high quality service. This segment also tends to be very health conscious, eating a well balanced diet

should examine chefs who are already incorporating these flavors, and new food and beverages products

They subscribe or purchase this publication to be

and exercising regularly at a local gym or by parti-

up to date with the current flavor trends. Many of

cipating in recreational sports. Over fifty percent

that contain these flavors. Other topics or subjects will include recipes, reviews of new culinary tools used

the individuals in this segment pride themselves

of the households in this segment have no children

on being “trendsetters,” and often turn their friends

or no desire to in the future.

and family onto the latest food, beverage, flavor,

for cooking or creating drinks with those ingredients, and restaurant reviews. The visual style created for

and restaurant trends. They also read this publica-

GENDER SEGMENTATION

tion because they enjoy cooking and entertaining,

this publication should reflect the innovative, experimental, and contemporary subject matter it focuses

This segment is composed of 45% male and 55%

and it contains recipes that incorporate the latest

female. Females make a higher percentage of this

flavor trends, new culinary techniques, and new

on. This will be accomplished through the use of innovative typography and layouts that have a modern

segment because they generally tend to be more

products featuring the latest flavor trends.

flare, whose structure is inspired the type of lines and forms seen in modern architecture.

CULINARY CREATIVES & INDUSTRY INNOVATORS DEMOGRAPHIC SEGMENTATION CHEFS

RESTAURATEURS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

TARGET AUDIENCE RESEARCH ANALYSIS TRENDY TASTERS

CULINARY CREATIVES

INDUSTRY INNOVATORS

THE RUN DOWN With the steadily rising popularity of cooking and restaurant review

are anxiously looking for ways to stay informed. These culinary cre-

programs on channels such as the Food Network, there is a growing

atives, industry innovators, and foodies all enjoy frequently dining

market of foodies, chefs, restaurateurs, and business professionals

out, and have a preference for fine dinning and critically acclaimed

working in the food and beverage industry who are always actively looking for the next big flavor trend to capitalize on. As a result of

restaurants that feature tasting menus and molecular gastronomy the first to implement the latest flavor trends. Given their passion

new culinary trends and restaurants the average consumer is now

for food and beverages, its not surprising that the majority of these

SOMMELIERS

industries, where they are required to be aware of the next new flavor, food, and beverage flavor

the success of flavor trends and to find ways to

trends before the general public.

This segment consists of young adults to adults (25-65) from Generation Y, Generation X, and the

allows them to analyze the current movement in

These individuals are typically well educated with

at casual fine dinning to fine dinning restaurants

one or multiple college degrees in areas which are

as well as those which offer tasting menus and

directly related to the fields they work in. Given

molecular gastronomy menus. These individuals

that a large portion of this segment works in lead-

recognize the importance of being the first to

ership or management positions in their field or

implement these new trends into their menus and

industry, they have a higher than average income

products in order be able to quickly capture and

level. On average they earn between $60,000 to

capitalize on the lucrative market segment which

$150,000 annually. Individuals in management or

frequently dines out and purchases the latest

leadership positions in large food and beverage

new flavored products. Another reason that those

manufacturers or restaurant chains frequently earn

who work in the restaurant industry frequently

even more. These above average income levels

dines out is because it allows them to check out

provide this segment with a high level of disposable income, allowing them to purchase the high

other restaurants that they compete with. The individuals within this segment typically purchase

flavor trends to try and predict what the next new

quality products and service with little concern of

their groceries from gourmet grocery stores that

trend in flavors might be. Although this segment

their price. They are very financially responsible

frequently eats out, they enjoy cooking for them-

and often have less debt than the most people.

selves, family, and friends at home. Generally this segment aware of trends in other industries such as fashion, music, and architecture. They have a highlevel of disposable income allowing them to

individuals as enjoying cooking for themselves or for guests when

those people who work in the restaurant and food and beverage

entertaining. When they do, they prepare dishes and serve cocktails

and accessories produced by designer brands.

industries need to be able to identify the next new flavor trend even

(or other drinks) featuring these new flavor trends and often serve

more quickly in order to capitalize on it. It also means that those

wines which compliment those flavors. With this target audience in

tify the newest flavor trends before the rest of the general public

this target audiences well informed of the next big flavors trends.

INCOME SEGMENTATION

Baby Boomer Generation. They enjoy eating out

becoming more informed the latest developments. This means that

mind the concept for Flavor Flux Magazine was created to keep

FOOD & BEVERAGE MANUFACTURERS

subscribes or purchases this publication to gauge

purchase the latest products and services they

trend-setting foodies who pride themselves on being able to iden-

BAKERS

feature these latest flavor trends. This segment

to implement them. Reading the publication also

prepared well known or celebrity chefs who are typically some of

the increase in television programing and magazines that focus on

MIXOLOGISTS

desire. This segment purchases apparel products

GENDER SEGMENTATION

GEOGRAPHIC SEGMENTATION

a higher than average property value and are considered upper class neighborhoods. Those who live in small cities or towns own homes with four to five bedrooms and large well manicured yards, and often have children. These homes are located in good school districts close to larger cities or metropolitan areas a wide variety of restaurants, museums, and theaters. The other portion of this segment lives in the heart of these large cities or metropolitan areas where they own large sized apartments or lofts that are often in upscale highrise buildings. These individuals are very focused on their careers and as a result often don’t have children or plan to in the future. Most have very

Individuals in this segment live in areas that are

active social lives, going out three to four nights

located in close proximity to their jobs. They tend

a week to enjoy the city nightlife.

to own homes and apartments in areas that have BENEFIT SEGMENTATION They read this publication because the jobs they have require them to be up to date with the latest

carry higher quality products than the large supermarket chains like Safeway, Lucky, and Nob Hill.

This segment is composed of 65% male and 35%

flavor trends. Many of the individuals within this

They prefer gourmet grocery stores like Draeger’s,

female. Males make a larger percentage because

segment pride themselves on being “trendsetters,”

Adronico’s, and Whole Foods. These stores also

they work in more leadership or management

and often turn their friends and family members

tend to be the first to carry new products which

positions in the food service and manufacturing

onto the latest flavor trends.


10.160

CHAPTER 10:

formulating a new flavor

PROJECT:

concept magazine creation

CLIENT:

FLAVOR FLUX

CLASS:

print 1

INSTRUCTOR:

CLAUDIA MIDDENDORF

CATEGORY:

identity & print

10.161


10.164

CHAPTER 10:

formulating a new flavor

PROJECT:

concept magazine creation

CLIENT:

FLAVOR FLUX

CLASS:

print 1

INSTRUCTOR:

CLAUDIA MIDDENDORF

CATEGORY:

identity & print

10.165


10.166

CHAPTER 10:

formulating a new flavor

PROJECT:

concept magazine creation

CLIENT:

FLAVOR FLUX

CLASS:

print 1

INSTRUCTOR:

CLAUDIA MIDDENDORF

CATEGORY:

identity & print

10.167


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

The goal for this project was to create a new monthly publication about a a unique subject or topic that interested you which was not already offered. After brainstorming and generating a list of different topics, I decided on this topic due to my many years of working in the restaurant industry. Wanting to differentiate their business from others and be the first to offer new types of dishes featuring the latest popular ingredients and flavors, chefs and restaurateurs are always looking for ways to be ahead of the trend. With this in mind, I created Flavor Flux magazine. This monthly publication was created to identify the next flavor trends and provide a variety of different information like recipes, innovative chefs establishing those new trends, food and beverage products featuring those flavors, the possible health benefits of those ingredients or products, and where to obtain ingredients or products featuring those flavors. My initial research and target audience analysis led me to examine what other types of monthly publications this target audience might read, as well as other interests or preferences they might have. After thoroughly exploring those areas and identify key similarities between them, I was then able to begin creating and effective design solution. This theoretical target audience was generally very well informed about areas such as fashion trends, interior design, and architecture. Realizing these perspective readers had an eye for sophisticated modern style design, I looked at other types of publications they might read to identified typographic and stylistic elements that should be incorporated into the design. One of the first things I discovered in the many different publications I examined, was the regal and sophisticated feeling they achieved through using very selective color palettes and copy typically set in a traditional black on white background (unlike many of the food & beverage magazines found at the check out line of the grocery store which often set type over of full bleed images or background patterns). With this in mind the page designs I created incorporated ample white space with small images containing the kinds of color palettes you would likely to find in modern art. Outside of the color seen in the images that accompanied the stories, I used color very sparingly and always for a specific purpose, like to signify new paragraphs or to establish an effective visual hierarchy within the page layout. By keeping the design very clean and uncluttered with unnecessary elements I was successful in creating this sophisticated monthly publication concept design.


COLOPHON Typefaces: Gotham & Prestige Elite Paper: Neenah Classic Crest, Solar White 80lb Printed: Jungle Copy, Palo Alto Ca. Cover: Taurus Bindery, San Francisco Ca. Camera: Nikon D200 Software: CS6, Perfect Photo Suite 7, Sofortbild


CREATIVE DIRECTION

PACKAGING

KEVIN BEUTELSPACHER

CREATIVE CONSTRUCTION

PRINT

IDENTITY

WEB


CREATIVE CONSTRUCTION Copyright Š 2012 Visually Persuasive

All content within this book is property of Visually Persuasive and may not be distributed or reproduced without the express written permission of Visually Persuasive. All rights reserved. Printed in the U.S. Published by Visually Persuasive 1012 Echo Drive Los Altos Ca. 94024

Editor: Kevin Beutelspacher Writer: Kevin Beutelspacher Photographer: Kevin Beutelspacher Graphic Designer: Kevin Beutelspacher Model Fabrication: Kevin Beutelspacher


SPECIAL THANKS TO ALL THOSE WHO HAVE MADE THIS BOOK POSSIBLE

I would like to thank my Grandmother Esther. Without her love and support I would not be here today. A special thanks to my parents Linda & Gerhard for all their love, support, guidance, and patience throughout my life. I have no doubt that without you this book would not have been possible. Thanks to my sister Desiree who motivated me to further my education. Also a special thanks to Brigitte & Nicole for their love and warmth. I wish you were both here today to see this book, you are truly missed.


In order to construct any successful design solution, you need to establish a clear plan and generate detailed research to lay down a solid foundation. CREATIVE CONSTRUCTION VISUALLY PERSUASIVE COMMUNICATION DESIGN SOLUTIONS

Over the course of my studies in graphic design, I have come to realize that creating successful visual communication solutions is very similar to building construction. In order to create an effective design solution you must have a detailed plan and solid foundation to build upon. It is essential to thoroughly immerse yourself in the subject matter you are designing for and also understand the unique characteristics of the individuals who compose the target audience. Only after conducting extensive research and creating a detailed design brief outlining all this information are you able to begin the creative process. Without generating this necessary information in the intitial stage of the design process, you can never truly design an effective and successful visual communication solution. Generating this detailed research gives you clear map of what areas to explore in the secondary exploration stage of the design process. If you do not have a map and do not know where you are going, you will be forced to aimlessly wander about, with little hope of ever arriving at the final design destination. Creative construction not only serves as a metaphor for the design process, it is also an area of design that I excel in. I have become very experienced in creating prototype mock-ups of brochures using a variety of binding methods, as well as fabricating packaging structures during the course of my studies. Throughout my life I have always been fascinated by experiences, literature, art, and photography that enables you to see the world or people around you from a different perspective. By continuously gaining these new and unique perspectives my visual communication skills continue to evolve and become more successful, allowing me to effectively communicate with more people. It excites me to think about the new perspectives I’ll gain in the years ahead, and how they will lead me to think about design in new unimaginable ways.


0.00

TABLE OF CONTENTS:

creative construction

PORTFOLIO:

kevin beutelspacher

ACADEMY OF ART:

AXIAL ARTS STORE BRAND CREATION IDENTITY, PACKAGING

ABERCROMBIE & FITCH ANNUAL REPORT PRINT

O’NEILL SPF SKIN CARE LINE PACKAGING

JOHN DEERE CSR PRINT, PACKAGING, WEB

SHAKESPEARE SILVERLINE BRANDING IDENTITY, PACKAGING

GRAPHIC DESIGN

1.02

2.28

3.42

4.60

5.76


SENIOR PORTFOLIO:

WINTER 2012

INTRUCTOR:

JEREMY STOUT

CATEGORIES:

COBRAM ESTATE REBRANDING IDENTITY, PACKAGING

POCKET BILLIARDS BOOK DESIGN PRINT

BLUE POSTER SERIES TYPOGRAPHY PRINT

409 NATURAL ORIGINS BRANDING IDENTITY, PACKAGING

FLAVOR FLUX MAGAZINE IDENTITY, PRINT

identity, print, packaging, web

6.94

7.106

8.122

9.140

10.154

0.01


AXIAL ARTS STORE BRAND CREATION PACKAGING


1.04

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS

PROJECT OBJECTIVES

To design a brand identity that embodies the essence of todays artist, and create packaging based on that identity for each product line. The brand name created for this high-end art store should be short, memorable and be easy to say. Any symbols or imagery created for the identity should also be created using a CMYK color palette to capture the essence of todays digital artists. Packaging designs should capture a modern minimal style capable of visually communicate the superior professional quality of the products they house. The main portions of these structures and labels should be white, black or dark shades of gray in order to communicate the sophistication and professionalism of their target audience. Materials used for these structures should use environmentally friendly and sustainable when ever possible.

TARGET AUDIENCE RESEARCH ANALYSIS PASSIONATE PAINTERS

ASPIRING ARTISTS

THE RUN DOWN Today’s artists work with a much broader range of materials, in a

created in the same digital color palettes provided by their favorite

wider range of fields than the artists just twenty years ago. Mediums

computer programs in order to digitally or physically marry the

such as oil paints, watercolors, and clay used for sculpture are now

two mediums seamlessly. With the needs of this target market of pro-

considered to be traditional mediums. While many of today’s artists

fessional and amateur artists in mind, the Axial Arts brand and high

still work with these traditional mediums, there is an even larger

quality product line was created. This target market requires a wide

number who use more modern mediums such as graphic markers,

variety of professional high quality art supplies available in a in the

spray paint, and colored pencils. These mediums are often not used

same color palettes as their computer design programs in order to

individually, but together to create mixed medium works of art, which

seamlessly combine them together. Given their professional artistic

also use computers to create (pictorial, photographic, typographic)

abilities, they have a discerning eye for design, which dramatically

elements in unison with physical artistic mediums. There is growing

affects their purchasing decisions consciously and unconsciously.

number of artists that work with traditional mediums and various

The target market for these professional quality art supplies consists

computer design programs. These artists demand art supplies that

of professional artists and designers, as well as aspiring teen and

are created with these needs in mind. They seek products that are

young adult amateur artists still attending high school or college.


CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.05

PASSIONATE PAINTERS DEMOGRAPHIC SEGMENTATION PROFESSIONAL ARTISTS

PROFESSIONAL DESIGNERS

TALENTED AMATEURS

use products that are made with environmentally

fairly responsible with their personal finances. They

based on the quality and cost, but largely also its

are not to be categorized as cheap penny pinchers

friendly and or sustainable materials. These indivi-

though. When they find certain products, services,

Composed of young adults to adults (21-45) of

duals are often perceived as trend setters by the

or experiences that interest them, they have no

Generation X and Generation Y, who demand the

general public, wearing apparel products that are

problem spending the money.

highest quality art supplies. The professionals in

designed in the next new fashion trends, before

this segment works in fields which require them to

they become popular among masses. When they

use a variety of art supplies on regular basis, and

purchase any type of product (cleaning products,

Typically they live in the heart of large cities or

are very loyal to particular brands. While they are

food, clothing, cars, etc.), their decision is not only

in less populated industrial areas. A small portion

willing to pay higher prices for quality products,

design or its packaging design. They are generally

of this segment live in suburban areas that are

they do not feel that the majority of high-end art

drawn to products made by smaller companies,

located within a short driving distance from their

supply brands deliver consistent quality among

as apposed to large industry leading brand names

work. Those individuals living in suburban areas

all their products. They will rarely try new products

and companies. This also extends to the type of

often do so because they have a family with one

unless they have been recommended to them by

restaurants they prefer to eat at. When dinning out,

to two children. Their passion for the arts leads

other professionals. When possible, they prefer to

they prefer smaller establishments with an inti-

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

GEOGRAPHIC SEGMENTATION

them to live in areas which are located near major

mate and unique atmosphere, that offer traditional

that purchase professional quality spray paints,

museums, theaters, and galleries. Often these

ethnic cuisine or dishes. They enjoy a very active

and there is higher percentage of females which

individuals will hold memberships, yearly passes,

social life and enjoy broadening their horizons with

purchase artisan hand crafted papers.

season tickets for those museums, theaters and

new experiences and activities. Individuals within this segment are more likely to see a documentary

INCOME SEGMENTATION

cultural centers in their area. BENEFIT SEGMENTATION

or independent film at a small theater, rather than

This segment is typically well educated with at

going to large cineplexes to see the latest action

least one college degree, and as a result they make

blockbuster. This segment enjoys a wide variety

This segment requires the best quality products

a comfortable living doing what they love. This

of music types, and is not influenced by the level

available, and as a result are willing to pay higher

provides these individuals with a moderate level of

of popularity of the musical group or artist.

prices for them. Recognizing the advantages of

disposable income, which they enjoy spending on

using high quality art supplies, they are willing to

their hobbies and other interest. These individuals

purchase those products in smaller portions or

typically earn $50,000 to $100,000 a year since

quantities instead of lower quality bargain brands

It consists of 50% male and 50% female. Given

they are some of the best in their artistic fields. A

that offer larger portions or quantities at the same

the broad range of creative jobs these individuals

large percentage of this segment is not as mate-

price. These individuals realize the importance of

work in, the segmentation is equally split between

rialistic as other people their age. They often show

preserving our environment, and prefer to pur-

both genders. Certain art products or product lines

little interest in purchasing the latest new tech

chase products from companies and businesses

however are often favored more by one gender.

gadgets or products, which are highly popular and

that are environmentally responsible.

For example, there is a higher percentage of males

sought by the masses. As a result, they tend be

GENDER SEGMENTATION

ASPIRING ARTISTS DEMOGRAPHIC SEGMENTATION HIGH SCHOOL STUDENT ARTISTS & DESIGNERS

COLLEGE STUDENT ARTISTS & DESIGNERS

PASSIONATE AMATEUR ARTISTS

ality or the type of person they aspire to be. Unlike

off campus in shared housing with other students

the vast majority of teens and young adults their

or young adults. Many of these schools have small

age, designer labels and brand names have almost

or medium sized museums or art centers which

The artist within this segment are teenagers in

no influence on the products they purchase. At

exhibit professional and or student art work.

their third or forth year of high school and young

times they’ll even avoid purchasing popular brand

adults attending college (16-21) who are part of

names, because they feel it can jeopardize their

Generation Y. The majority of young artists within

unique individuality. Individuals within this segment

Some the individuals within this group seek high

this segment are from middle class families with

also tend to exhibit a higher level of maturity than

quality art supplies because they have begun to

other people their age. A large portion have part

realize that the quality of the materials they use

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

BENEFIT SEGMENTATION

time jobs they work at when they’re not at school.

for artistic endeavors directly affects the caliber studies through the financial assistance provided

and success of their creations. Other individuals

by parents or other close family members. Given

within this segment, purchase these high quality

This segment is also equally split between both

that this segment is composed of the most tal-

art supplies simply because they’re acknowledge

genders, with 50% males and 50% females. Since

ented teens and young adults, they are very likely

the teens and young adults within this segment

to go on to achieve very successful careers in

GENDER SEGMENTATION

are still trying to discover who they are and what

their creative fields, and earn higher than average

parents who are very conscientious about the pro-

interests them, both genders purchase a variety

annual incomes.

ducts or service they purchase for their children.

of art supplies, with no gender favoring a particular

The teens and young adults in this segment have

artistic medium or product.

exhibited a natural talent for the creative fields they hope to pursue careers in, or as hobby they

INCOME SEGMENTATION

GEOGRAPHIC SEGMENTATION The youngest portion of this group (high school teens) tend to live in homes, townhouses, or apart-

will pursue for the rest of their life. Recognizing

Young aspiring artists in this segment typically

ments with their parents in suburban areas. These

this, their parents are very willing to pay the higher

have moderate levels of disposable income. Many

areas are classified as middle to upper middle class

prices for top quality art supplies to support and

of these teens and young adults are only able to

neighborhoods. The majority of these areas are

nurture their children’s creative studies or passions.

locate in close proximity to major cities that have

These individuals are often not as interest in the

large museums, art galleries and music centers.

latest music and fashion trends as their friends and

Many of the teens within this segment have been

peers are. They are more likely to be open to new

exposed to the arts by their parents who have

by professional artists or designers as the highest

experiences, and are less judgmental than others

taken them to these establishments multiple times

quality products available, despite the fact that

their age. Their musical preference favors smaller

throughout their childhood. The older portion of

they are unable to notice the difference between

indie bands, artists and groups. When purchasing

this segment who are college students usually live

high quality and low quality products art supplies.

clothing or apparel accessories, they prefer to

on campus at the university or college they are

They choose to buy them simply because they are

purchase products they feel reflects their person-

attending. If not, they live in very close proximity

the choice of other professionals.


1.06

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS


CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.07


1.08

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS


CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.09


1.12

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS


CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.13


1.14

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS


CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.15


1.20

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS


CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.21


1.22

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS


CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.23


1.24

CHAPTER 1:

a new canvas

PROJECT:

brand & product line creation

CLIENT:

AXIAL ARTS


CLASS:

packaging 4

INTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

1.25


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

The identity solution that I created was designed to embody the modern sophisticated personality of today’s professional artists designers. I created the brand name Axial Arts because using only the best quality tools and materials are central in creating all successful works of art and design. It was important that not only the brand name effectively communicate this, but also that the identity mark’s graphic element and typography capture and communicate the digital world today’s artist works in. Abstracted symbol created for the identity symbolizes the overlapping mediums and tools used by professional artist’s, and how they can be seamlessly combined together or one on top of the other. Capturing and communicating the digital tools available and used by many artists today was accomplished through using colors that are the foundation of digital color palettes today, cyan, magenta, yellow, and black. To reinforce this concept of today’s digital artist and designer I explored a variety of typefaces that captured the structural framework of classic serf and san serif typefaces yet captured the digital world we live in. My exploration lead to me to use OCRA for the identity solution, which also visually communicate a sophisticated industrial and urban feel many artist’s and designer’s are able to identify with, due to the industrial and urban areas they work and live in. In order to maintain a sophisticate and modern style I used Gotham for other typographic elements of the packaging design. This selection worked well because it was able to provide contrast to the identity solution that I created, through its juxtaposition of smooth curves and flowing lines against the more rigid mechanical and computer based feel of the OCRA typeface. My designs maintained and reinforced that sophisticated modern feel by keeping the main portions of packaging structures and labels white and dark gray. Graphic elements were created using circles and elliptical shapes pulled from the identity’s graphic element I created and used to construct abstract digital style shapes and patterns that were used to visually communicate the color or colors of each particular product. The elliptical shape was also used to construct the abstract pattern used for the shopping bag and the cups used in the Orbital Café located in every Axial Arts


ABERCROMBIE & FITCH ANNUAL REPORT PRINT


2.30

CHAPTER 2:

fashionable financials

PROJECT:

annual report design

CLIENT:

ABERCROMBIE & FITCH

PROJECT OBJECTIVES

To create an annual report design capturing the essence of the Abercrombie & Fitch brand, using the brands colors, style, and products. The design should convey the brands vintage, urban, risqué identity through imagery and the design of information graphics. In order to successfully communicate the type of products the company produces the design should incorporate the textures and color palettes of it’s most popular products. The annual reports body copy should use the same Adobe Garamond Semi Bold typeface used for their logo. Other elements of the design such as pull quotes, headlines, sub-heads, and page numbers should also be set in this typeface, but in various weights. In order to create a contrast, the information graphics should use a sans serif typeface in medium to heavy weights. These elements should also be large in scale to create an additional level of contrast and create a clear visual hierarchy.

TARGET AUDIENCE RESEARCH ANALYSIS TRENDY TEENS

FASHION AFICIONADOS

STYLISH STOCKHOLDERS

THE RUN DOWN Abercrombie & Fitch has come a long way over the course of its life

into the provocative “Casual Luxury” the apparel store it is today.

evolving into the company it is today. The company was established

Creating a successful design solution had to capture the essence of

in 1892 by David T. Abercrombie and Ezra H. Fitch, and initially sold

the company’s youthful “Casual Luxury” style seen in its products

high-end sporting goods and outdoor apparel products. Despite the

marketed towards its target audience of teens to young adults. For

stores success for over eighty years, it was forced to close and file

this project however, this target audience was actually an indirect

for bankruptcy in 1976 as a result of new younger competitors enter-

or secondary target audience. The primary target audience for the

in the sporting-goods industry. Recognizing the company’s strong

annual report was current investors in the company, as well as new

brand equity, Oshman’s Sporting Goods purchased the company’s

potential investors. A large portion of these investors would likely be

brand identity and its extensive mailing list. Oshman’s then used

familiar with the brand through their own experiences, while some

the identity to market its own specialty hunting apparel and outdoor

would also be familiar with the brand from shopping at Abercrombie

accessories. It wasn’t until almost ten years later when Oshman’s

& Fitch for their children or teenagers. There might also be a smaller

sold the brand to The Limited that the company was transformed

portion of fashion conscious adults that are familiar with the brand.


CLASS:

graphic design 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print

2.31

TRENDY TEENS DEMOGRAPHIC SEGMENTATION FASHIONABLE FEMALE TEENAGERS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

FASHION CONSCIOUS MALE TEENAGERS

PARENTS WITH TEENAGE CHILDREN

to wear uniforms, except on free dress days a hand-

also are more concerned with their appearance

whose parents are unable to afford these high-end

ful of times throughout year. Regardless of the

and the social status associated with wearing the

apparel products, or just don’t believe these pro-

educational institutions they attend, they purchase

latest designer apparel products

ducts are worth the higher price. These teens will

Individuals in this segment are from Generation

Abercrombie & Fitch products because they are

Y ranging in age from their early to late teens. Over

designed in the latest fashion styles. They are also

75% attend public schools where they’re allowed

consciously and unconsciously drawn to these

to wear the clothing of their choice. The other 25%

“Casual Luxury” apparel products because of the

percent attend private schools that require them

status symbolism associated with them. All of the

find ways to earn money to buy them themselves. GEOGRAPHIC SEGMENTATION The majority live in suburban areas within close driving distance to large metropolitan areas. Their

teens within this segment have a very active social

parents often own homes, townhouses, or apart-

life with large groups of friends who share their fashion sense. In their free time they enjoy hanging out at the mall, going to movies, playing video

ments in communities that would be classified as INCOME SEGMENTATION

games or surfing the web on their computer, and

The parents of these teens are well educated with

regularly communicating with friends on social

one or multiple college degrees, and possess jobs

networking sites and their cell phones.

that provide them with a moderate to high level

GENDER SEGMENTATION

of disposable income. As a result these parents are able cloth their children in the brands and styles

This segment is composed of 60% female and

of their choice. These parents are able to provide

40% male. The reason it is composed of a higher

their children with an allowance or money for

percentage of females is because they are more

them to spend on products or activities of their

interested in the latest fashions than males. They

choice. There is a small portion of teens however,

upper middle class. BENEFIT SEGMENTATION This segment purchases Abercrombie & Fitch apparel products because they’re designed in the latest fashion styles and status symbolism associated with them. These teens parents justify the higher price of the company’s products because it’s what their children desire, and want to provide them with the apparel products they want.

FASHION AFICIONADOS DEMOGRAPHIC SEGMENTATION FEMALE COLLEGE STUDENTS

MALE COLLEGE STUDENTS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Young adults who make up this segment are in their early twenties (Generation Y) to early thirties

YOUNG ADULTS

department stores), providing them more options.

expenses. Like the previous target segment, there

The second is attributed to them becoming more

is a small portion of this group that have full time

mature and feeling that they have out grown the

to part time jobs in order to pay for part of their

style of the company’s apparel products.

tuition, and provide them with financial means

INCOME SEGMENTATION

(Generation X). The youngest individuals in this The majority of young adults in this segment who

group are typically college students. They typically

YOUNG BUSINESS PROFESSIONALS

to purchase designer apparel products and other items they desire. GEOGRAPHIC SEGMENTATION

have a very active social life and enjoy activities

afford until recently. The oldest young adults in this

are still in college have access to a moderate level

such as attending concerts, school sporting events,

segment are still in the early stages of their profes-

of disposable income as a result of their parent’s

Individuals in this segment who are attending

weekend excursions or vacations, and going out

sional career, and are now discovering new interests,

financial assistance. Their parents are often able to

college live in dorms or live small homes or apart-

for drinks or meals with friends. Those individuals

activities, and hobbies, which is made possible

cover the complete cost of their tuition and other

ments that are located within walking distance of

in their late twenties to early thirties within this

by the increased level of disposable income.

segment are young professionals who continue to

their college. Young adults in their mid twenties to early thirties in this segment often live in large or

GENDER SEGMENTATION

small cities and towns.

be drawn to the “Casual Luxury” apparel products the company produces, and are often able to wear

This group is composed of 45% female and 55%

this style of clothing to their jobs. A portion of

male. The lower percentage of females in this seg-

this group however is composed of young adults

ment is due to two reasons. Females within this

They purchase Abercrombie & Fitch apparel pro-

who have just recently obtained a moderate level

group often attend colleges located near cities or

ducts because they are designed in the latest styles

of disposable income, enabling them to purchase

metropolitan areas which offer a larger variety

and the status symbolism associated with them.

designer apparel products they were unable to

apparel stores (small boutiques, and large high-end

BENEFIT SEGMENTATION

STYLISH STOCKHOLDERS DEMOGRAPHIC SEGMENTATION FASHION CONSCIOUS YOUNG ADULTS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

ADULTS WITH FASHION CONSCIOUS CHILDREN

INTUITION INVESTORS

growing number of teens and young adults whose

because both genders see the potential for rising

These individuals would much rather take the risk

disposable income has steadily risen in recent

profitability in the future, given the rapidly growing

and invest their money in the stock market rather

years, they believe that Abercrombie & Fitch will

spending power of teens as well as young adults.

than depositing it in a bank account earning a low interest rate percentage.

This segment is composed of adults from the

continue expand its stores and operations which

Baby Boomer Generation and young adults from

will increase the company’s stock price. This group

Generation Y (28-45). They choose to invest in

of investors is more likely to invest in companies

companies that they or other family members or

that they believe will become more successful and

of fields. Their income level ranges from $70,000 to

Roughly 65% of this segment lives in suburban

friends purchase products from. Given the rapidly

profitable, as apposed to companies suggested

$120,000 annually. This provides them with the

areas that are classified as upper middle class. The

INCOME SEGMENTATION

GEOGRAPHIC SEGMENTATION They typically make comfortable living in a variety

by financial analysts and news organizations. They

other 35% live in large cities in apartments and

are very aware of the latest fashion trends, and

are typically young adults who work near by.

are drawn to high-end designer apparel products BENEFIT SEGMENTATION

and accessories. When dining out, they seek the newest restaurants for the experience and atmos-

They invest companies like Abercrombie & Fitch

phere as much as the food they offer.

because they are familiar with the products they sell. They can also relate to wanting the latest

GENDER SEGMENTATION

designer fashions. They believe the company will The segment is composed of 50% male and 50%

financial means to make sizable investments in the

female. The gender segmentation is equally split

stock market and other investment opportunities.

become even more profitable in years to come.


2.32

CHAPTER 2:

fashionable financials

PROJECT:

annual report design

CLIENT:

ABERCROMBIE & FITCH


CLASS:

graphic design 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print

2.33


2.34

CHAPTER 2:

fashionable financials

PROJECT:

annual report design

CLIENT:

ABERCROMBIE & FITCH


CLASS:

graphic design 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print

2.35


2.36

CHAPTER 2:

fashionable financials

PROJECT:

annual report design

CLIENT:

ABERCROMBIE & FITCH


CLASS:

graphic design 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print

2.37


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

The completed design solution I created successfully communicated who the company’s direct target audience was by incorporating imagery of teens and young adults wearing the Abercrombie & Fitch’s “Casual Luxury” products and the products themselves. The design also reflected the company’s identity by using the same Garamond typeface and navy blue color used for its logo. Information graphics were designed using Helvetica Neue Lt Std in heavy weights and large point sizes, in order to create contrast against the smaller more delicate serif typeface used for the body copy. It was also important to communicate financial statistics and other information in the most positive light. To accomplish this, key statistics and information which indicated profit and growth over the past fiscal year the largest elements within the information graphics, and those which reflected any decreases or losses were the smallest elements. Given the large amounts of information contained in the reports body copy and information graphics, it was essential to create spreads that slowed the pace of the visual narrative and gave the reader a moment to pause. This was done in several spreads by using a full bleed image on one page and pairing it with pull a quote on the other page. Images used in the design were very carefully selected to echo the grid structure used for the design and the way the content was laid out on the apposing page. On the six spread of the annual report for example, the bold geometric structure of columns framing the entryway to an Abercrombie & Fitch store echo the vertical column structure of the list of new stores in each state. Another example is the image used in the eighth spread where the horizontal key line and sentence running across the lower portion of the page is complimented by the image of the girl sitting on the floor with her legs stretched to the side aligned to the same height.


O’NEILL SKIN CARE LINE PACKAGING


3.44

CHAPTER 3:

fun in the sun

PROJECT:

skin care line creation

CLIENT:

O’NEILL

PROJECT OBJECTIVES

To create a skin care line that captures the “California Drift Heritage” style of O’Neill and provides full SPF protection for the active lifestyle of this target audience. To create a line of skin care products that provides water resistant protection from the sun. The design should reflect the company’s surfing roots and also maintain the same “California Drift Heritage” style that is found in the design of the other products produced by the company. Since most people associate the company with surfing, the bottles or point of purchase display should be visually suggestive of the ocean. Given the wide age range of the target audience, the design should be clean and sophisticated like some types of cologne or perfume bottles that are able to successfully communicate to broad range of ages.

TARGET AUDIENCE RESEARCH ANALYSIS COASTAL CARVERS

MOUNTAIN MAVERICKS

LAID’BACK LANDLUBBERS

THE RUN DOWN The target market for O’Neill surf and sport apparel and products

These products include footwear, apparel, apparel accessories,

has changed substantially since it was started in 1952 by Jack O’Neill

skateboards, skateboard accessories, swimwear, surfboards, snow-

in a small garage off the great highway in San Francisco. In those

boards, and even a children’s apparel and accessories. As a result

early years of business, the target audience only consisted of avid

O’Neill’s target audience is substantially more diverse today. The main

amateur and professional surfers in the San Francisco Bay Area. At

target audience includes active teens to adults who enjoy surfing

that time O’Neill only offered hand shaped balsa surfboards and a

and other various outdoor activities in warm weather climates, teens

handful of other surf accessories. Things dramatically changed when

to adults who snowboard, ski and enjoy other outdoor activities

Jack invented the wet suit, enabling surfers to go out and stay in

made possible by cold weather climates, and teens to adults who

the water for much longer periods of time. This innovative product

enjoy a laid back lifestyle. In order to create a successful skin care

by O’Neill was credited with quickly popularizing the sport around

line, the needs and stylistic preferences of this target audience must

the world. It was also responsible for the success and rapid growth

be met. The design solution also has to effectively capture the

of the company. Today the company’s product offerings are much

“Californian Drift Heritage” style used in the company’s products,

more diverse with a much broader target audience.

and appeal to the wide age range of the target audiences.


CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

packaging

3.45

COASTAL CARVERS DEMOGRAPHIC SEGMENTATION SURFERS

BEACH GOERS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Consisting of young teens to adults (13-45) from Generation X and Generation Y who enjoy surfing

OUTDOOR ATHLETES

OUTDOOR ENTHUSIASTS

ACTIVE TEENS & ADULTS

tance of taking care of our planet so that future

percentage only have a high school education, but

generations can enjoy the same outdoor activities

have gone onto establish successful careers in

they do. Alll individuals in this segment tend to

fields related to their passion for nature and out-

see themselves as hip and modern.

door activities where they can work outside . GEOGRAPHIC SEGMENTATION

GENDER SEGMENTATION

and or a beach lifestyle, and adults (45-60) from the Baby Boomer generation that continue to live

This segment is composed of 55% male and 45%

This segment often lives in areas within walking

an active lifestyle with a passion for the outdoors.

female. Males make up a larger percentage due to

distance to the beach, large open space areas, and

This segment purchase products not only based on

the fact that they are involved in more sports and

their design, performance, and price, but also for

outdoor activities. Both males and females of this

at while attending school. They have achieved

to three hours. They enjoy warm weather climates

their ability to function and endure their active and

segment participate in outdoor activities such as

or will go onto achieve a college degree, with some

but are not detoured from enjoying the outdoors

often rugged outdoor lifestyle. They enjoy sports

surfing, snowboarding, backpacking, rock climbing,

earing or going onto earn multiple degrees. The

in cold climates. Their passion for nature and out-

interact with the natural elements. This segment

and mountain biking. They often enjoy unconven-

adults within these segment have a broad range of

door activities heavily influences them when

is not as image conscious as others their age but

tional sports and outdoor activities apposed to the

income levels, ranging anywhere from $40,000

selecting and area to live in.

still like to look fashionable. They are often very

classic team sports like football, baseball, softball,

to $120,000 annually. These individuals work in a

environmentally conscious and realize the impor-

field hockey, and basketball.

BENEFIT SEGMENTATION

broad range of fields, including everything from

the mountains, or within a driving distance of two

engineers to artists, with many of them working in

They desire casual functional apparel for their

fields related to the environment or those which

active outdoor lifestyle that’s moderately priced,

Teens to young adults within this segment have

require them to work outdoors. These adults are

comfortable, and has a modern style. Realizing

a moderate to sometimes high level of disposable

high school graduates and have earned a college

the importance or preserving our environment they

income. This is either provided by their parents

degree (sometimes multiple degrees), but often

support companies and businesses that operate

or obtained on their own through a job they work

work in fields unrelated to their degrees. A small

a socially and environmentally responsible manner.

INCOME SEGMENTATION

MOUNTAIN MAVERICKS DEMOGRAPHIC SEGMENTATION SNOWBOARDERS

SKIERS

RESEARCH ANALYSIS

ACTIVE OUTDOOR INDIVIDUALS

TEEN & YOUNG ADULT COLD CLIMATE INHABITANTS

its simply walking or something more active such

degrees as well. Adults in this segment earn a

as snowboarding. This segment was composed of

moderate income and are classified as middle to

higher percentage of males several years ago but

upper middle class. They are employed in variety

Composed of young teens to adults (13-45) of

has now evened out.

of fields, with a large percentage of jobs that allow

Generation X and Generation Y who enjoy skiing

INCOME SEGMENTATION

AGE & LIFECYCLE SEGMENTATION

and snowboarding. They purchase products and

them to work outdoors full or part time. Typically they posses a high school education and a college

clothing based on their performance and price, and

Teens and young adults in this segment have

degree. Those that possess a college degree will

are less influenced by the mainstream trends or

low to moderate levels of disposable income. They

often work in fields related to their college degree,

fads than others their age. This segment enjoys an

are high school graduates or go on to graduate,

earning $35,000 to $90,000 annually.

active lifestyle participating in variety of sports

with slightly over half going onto to earn college

GEOGRAPHIC SEGMENTATION

and other outdoor activities. While they are not as image conscious as others of their age, they still

Individuals in this segment live in regions that

like to look fashionable, as long as it is reasonably

have low temperatures during the fall and are cold

priced. They are often very environmentally con-

enough for snow fall during the winter. They will

scious and realize the importance of taking care of

often live within driving distance of ski resorts and

our environment for future generations to come.

live close to or in mountainous regions. BENEFIT SEGMENTATION

GENDER SEGMENTATION

concerned with skin care products that are able to protect them during their outdoor activities and

Composed of 50% male and 50% female. This

This segment desires casual functional apparel

sports. They realize the importance or preserving

segment is equally divided between both genders

and accessories for an outdoor lifestyle that’s mod-

our environment and favor those companies who

since both genders enjoy the outdoors, whether

erately priced and comfortable, and are equally

operate in an environmentally responsible manner.

LAID’BACK LANDLUBBERS DEMOGRAPHIC SEGMENTATION EASY GOING TEENS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Consists of young teens to young adults (13-30) of Generation Y, enjoying a laid back casual lifestyle.

LOUNGE LOVING YOUNG ADULTS

LAID’BACK ADULTS

participate in sports or other outdoor activities.

locations that are not within driving distance of

Often they are very environmentally conscious and

oceans or mountainous regions with suitable snow

realize the importance of taking care of our envi-

fall levels for snowboarding or skiing.

ronment for future generations.

BENEFIT SEGMENTATION

GENDER SEGMENTATION This segment seeks clothing that is fashionable

They purchase products and clothing based on their price and fashion style. Occasionally they will

and comfortable, which is reasonably priced. They

This segment is composed of 35% male and 65%

dress in casual style clothing and are often drawn

female. The higher percentage of females is due to the company’s recent efforts to capture more of

obtain one. They also often have a college degree

to surf and skate clothing brands. This segment

the female teen and young adult apparel market.

or will go onto obtain one. Young adults in this

also realizes the importance or preserving our

segment earn $30,000 to $60,000 annually.

environment, supporting companies that support

INCOME SEGMENTATION

GEOGRAPHIC SEGMENTATION Teens and young adults of this segment have a low to medium low level of disposable income and

They live in a variety of areas around the world

possess a high school diploma or will go on to

in a broad range of climates. Typically they live in

and share that philosophy when possible. However they are not detoured from purchasing products from brands that do not.


3.46

CHAPTER 3:

fun in the sun

PROJECT:

skin care line creation

CLIENT:

O’NEILL

LASER CUT TOP


CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

packaging

3.47


3.50

CHAPTER 3:

fun in the sun

PROJECT:

skin care line creation

CLIENT:

O’NEILL


CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

packaging

3.51


3.54

CHAPTER 3:

fun in the sun

PROJECT:

skin care line creation

CLIENT:

O’NEILL


CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

packaging

3.55


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

This projected presented many challenges throughout the design process and in the final stages of fabrication. After creating a detailed and thorough design brief examining the broad age range and different lifestyles of this target audience, the first challenge I faced was finding the right bottle structures for this new skin care line. I initially planned on finding existing bottle structures purchased from various retail stores to modify and paint. Although the different groupings I created with these various structures were only able to visually communicate with certain segments of this target audience. Some where ideal for the teens and young adults, but where certainly not as effective for the older adult portion of this segment who had been loyal O’Neill customers since the company began in 1952. This led me to design my own bottle structures capable of appealing to all portions of this target audience. After designing the basic bottle structures, I began to examine what the specific needs were for this type of product for all segments of this target audience. Realizing that many of the potential customers for these products would be using them when in situations where their hands would be damp (in the shower, at the beach, or while enjoying outdoor activities where they would likely be perspiring), I knew that any materials used for the structures and the finishes applied to them had to be easy to grip and open. The design and typographic treatments also had to appeal to young trendy teens and young adults, as well as the older adult portion of this segment. To accomplish this I created a clean minimal design using various weights of Helvetica and three bold icons that communicated the products lines main attributes. My design solution was also effectively able to communicate the company’s surfing roots through the blue color gradation used for the main portion of the bottles and the light color wood used for the tops which was visually suggestive of drift wood. Using wood for the tops not only worked to communicating the brands surfing roots, but also provided a material that could easily be grasped to open them even with damp hands. I also deiced to apply a thin clear frosting finish over the painted bottles in order to eliminate the materials slick surface when wet. Applying this clear frosting also softened the intensity of the colors and provided them with an appearance which is similar to looking into a clear structure filled with water, or when opening your eyes under water. The final stage of the design process for this project involved creating a point of purchase display that would continue to build upon and reaffirm the brands “California Drift Heritage.” I designed the point of purchase in an oval shape that was suggestive of the brands logo and created a smaller oval shaped recess in the center. Inside this center portion I designed an O’Neill logo that was made out of acrylic and painted in the same silver color as the thin bands between the bottle structures and tops. The top or face of the logo was cut at a slight angle and placed in the center oval recess of display where its base was hidden after filling the area with ultra fine sand. The finished design solution for this project was not only successful in visually communicating to all ages in this target audience, but also in creating structures which could be easily handled and opened with damp hands in the typical situations they would be used.


DEERE & COMPANY CSR PROJECT PRINT, PACKAGING & WEB DESIGN


4.62

CHAPTER 4:

citizenship

PROJECT:

corporate social responsibility

CLIENT:

JOHN DEERE

PROJECT OBJECTIVES

To create a brochure, packaging, and website design solution that effectively communicates and demonstrates John Deere’s commitment to operating in a socially responsible manner. The design concept will visually communicate the company’s many years of experience of operating in a socially responsibility manner, as well as their awarded and praised philanthropy efforts and citizenship program. The brochure design should incorporate information graphics that clearly highlight some of the company’s environmentally responsible manufacturing practices and waste reduction efforts. It will also be essential that design of the brochure, website, and packaging maintain a clear visual congruency between them by using the same typeface pairings, color palettes, and basic grid structure.

TARGET AUDIENCE RESEARCH ANALYSIS CULTIVATORS & CARE TAKERS

GROSS GRAZERS

CONSCIENTIOUS CRAFTSMEN

THE RUN DOWN Plows, tractors, and combines are often the first thing that comes

needed for continued global growth and development. It also in-

to mind when people hear the name John Deere. It’s not surprising

cludes those who maintain professional and recreational facilities

since this company’s humble beginnings started in 1837, when black-

for such sports as golf, football, and baseball, as well as residential

smith John Deere created his first plow from a broken saw blade, in

customers who seek quality equipment for their landscaping needs.

order to provide farmers with a more productive means to work the tough American landscape. John Deere’s product offerings have grown significantly over 175 years to not only offer superior quality industrial equipment, but professional quality equipment for todays homeowners as well.

While this segment was largest portion of the direct target market for this project, it also included investors and employees. Creating an effective communication design solution had to take into account all three of these direct target market segments. While each of these segments has a different relationship with the company as well as

Creating an effective communication design solution for this CSR

different needs, they all care about the socially responsible manner

(Corporate Social Responsibility) project was centered around the

the company operates in. As a result, operating in a socially respon-

Deere’s direct target market of customers. This very diverse group

sible manner directly affects their profitability and growth.

includes those working in the agricultural industry who are now facing the growing challenge of feeding the world’s growing population, those working in the forestry and mining industries who harvest and produce the raw materials that are need for those people working in the construction industry who develop the facilities and structures

In addition to Deere’s direct target market is their indirect target. This indirect target market is composed of environmental agencies the general public, the media, consumer watch groups, and other third party establishments who carry and distribute their products.


CLASS:

print 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print, packaging, web

4.63

CULTAVATORS & CARE TAKERS DEMOGRAPHIC SEGMENTATION RESIDENTIAL

AGRICULTURAL

COMMERCIAL

CONSTRUCTION

FORESTRY

GOLF & SPORTS

times multiple college degrees. These individuals

for production and maintenance needs. Resulting

typically hold management or leadership positions

in future generations that continue to be loyal to

as a result and earn an estimated annual income

the same brands. While theses segment demands

This primary direct target market’s demographic

of $65,000 to $120,000. As a result, they have a

quality and durability in these products, they also

segmentation is composed of both young adults

moderate to high level of disposable income.

demand competitive prices. If other brands demon-

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

and adults (21-65) from the Baby Boomer Genera-

GEOGRPAPHIC SEGMENTATION

tion, Generation X, and Generation Y who typically work in blue collar or manual labor fields. They

Roughly 50% of this segment live in rural areas

enjoy outdoor adventurous activities and sporting

or in other areas on the outskirts of large suburbs.

restaurants and the occasional casual fine dinning

large-scale development in the immediate area or

GENDER SEGMENTATION

large cities within driving distance where largeThis segments gender segmentation consists of

scale construction projects are being undertaken

75% male and 25% female. This audience tends to

for large industrial buildings. The remaining 25%

on price and the quality of the products, and are

consist of a higher percentage of males due to the

is split among those living in upscale suburbs and

very rarely influenced by brand names or designer

physical demands of the company’s products are

those who live and work very remote areas as a

labels. Due to the fields they work in, many of the

often used for.

result of their occupation.

restaurant for special occasions. When purchasing apparel products their decisions are made based

individuals within this segment purchase and drive cars that are used for both work and recreation,

to try the products they produce.

Another 25% live in large suburbs where there is

events. When dinning out, the tend to frequent establishments that would be classified as family

strate a high value product they will not hesitate

BENEFIT SEGMENTATION

INCOME SEGMENTATION

such as sport utility vehicles and trucks. Although

The majority of this segment typically has only

These individuals often demonstrate a high level

a sizable number from this segment enjoy working

a high school education and sometimes less. Their

of loyalty to a particular brand. This brand loyalty

on and restoring classic muscle and sports cars for

estimate annual income will range from $40,000

is sometimes the result of previous generations

recreation. They are often very family oriented and

to $65,000. This level of annual income results in

of family members or workers which have grown

usually have a minimum of 2 children.

a higher level of education, erning one or some-

attached to using a particular brand of machinery

GROSS GRAZERS DEMOGRAPHIC SEGMENTATION INDIVIDUALS

ANGLES

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

VENTURE CAPITALISTS

INVESTMENT TRUSTS

MUTUAL & HEDGE FUNDS

and designer apparel labels. When dinning out

and often more. They are employed in broad range

they typically choose fine dinning restaurants and

of fields, and are often very career oriented. This

those offer fusion cuisine or those offering dishes

provides them sizable level of disposable income.

This segment shares the same age segmentation

that demonstrate the latest molecular gastronomy

as the cultivators and caretakers, being composed

techniques. They often purchase high-end luxury

of young adults to adults (21-70) from the Baby

vehicles not simply for the quality and extravagant

Typically they live in large cites or suburbs, within

Boomer Generation, Generation X, and Generation

features, but because of the status symbolism it

driving distance of their work. They’re often drawn

Y. They do not share the same lifestyle segmen-

represents as well.

to areas with an active nightlife scene and offer

tation as the cultivators and care takers however. They are typically drawn to trends, popular brands,

GEOGRAPHIC SEGMENTATION

extensive dinning and cultural activities.

GENDER SEGMENTATION

BENEFIT SEGMENTATION

Currently this segment consists of 60% male and 40% female. However this segment will be equally split between male and females in the near future

INCOME SEGMENTATION

They invest in companies largely based on their potential for profitability, but are also concerned

due to the steady growing number of women who

The vast majority of this segment is more often

with the way the company operates and its envi-

are earning degrees that enable them to work and

than not, well educated with at least one college

ronmental impact. While they are very motivated by

become leaders in these related job fields. As well

degree. Often this segment has multiple degrees,

the potential profits of their investments they will

as the rapidly growing percentage of women in

which have often been obtained from Ivy League

not invest in companies demonstrating no regard

households that manage household spending and

Universities. As a result of being well educated

for operating in a socially responsible manner.

are responsible for a variety of investments.

they annually earn between $80,000 to $130,000,

CONSCIENTIOUS CRAFTSMEN DEMOGRAPHIC SEGMENTATION SALES REPRESENTATIVES

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

MANUFACTURERS

CORPORATE

ing and mechanical engineering have been male

due to the wide range of positions available within

products it produces. Although they also choose

dominated. However, this higher percentage will

the company, as well as the varying levels of com-

to work for John Deere because of the work envi-

likely decrease dramatically over the next several

pensation for those positions.

ronment provided and the environmentally and

Composed of young adults to adults (21-70) from

years, as more females enter these job fields.

the Baby Boomer Generation, Generation X, and

INCOME SEGMENTATION

GEOGRAPHIC SEGMENTATION Most live in suburban or metropolitan areas, but

Generation Y. As a result of the varying positions of employment within the company the lifestyle

Income segmentation for this group is again a mix

there is also a smaller percentage that lives much

segmentation for this group is blend lifestyle seg-

of both discussed in the previous target audiences

more rural areas (such as those individuals who

ments discussed for the cultivators & care takers

operate dealerships or carry John Deere products

and gross grazers.

at authorized retail locations, as well as sales rep-

GENDER SEGMENTATION

CUSTOMER SERVICE REPRESENTATIVES

resentatives and repair technicians). BENEFIT SEGMENTATION

The segmentation of this segment consists of 65% male and 45% female. This group is composed

They work for Deere & Company as result of the

of a higher percentage of males, due to the fact

competitive compensation and the potential for

that traditionally job fields like electrical engineer-

growth within the company has as a result of the

socially and responsible manner they operate in.


4.66

CHAPTER 4:

citizenship

PROJECT:

corporate social responsibility

CLIENT:

JOHN DEERE


CLASS:

print 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print, packaging, web

4.67


4.68

CHAPTER 4:

citizenship

PROJECT:

corporate social responsibility

CLIENT:

JOHN DEERE


CLASS:

print 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print, packaging, web

4.69


4.70

CHAPTER 4:

citizenship

PROJECT:

corporate social responsibility

CLIENT:

JOHN DEERE


CLASS:

print 2

INSTRUCTOR:

MARC ENGLISH

CATEGORY:

print, packaging, web

4.71


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

The design solution I created to effectively communicate John Deere’s industry leading and awarded socially responsible practices was centered around their slogan, “Nothing Runs Like A Deere.” Due to the fact that not only do they produce products which have long been recognized for their superior quality but also for their durability. Even after many years of use, when the glossy sheen of their iconic green and yellow products has chipped, peeled and faded away, they are still capable of operating at the same high level of performance as when they were first purchased. The design created a juxtaposition between imagery of old weathered John Deere products and the body copy that addressed their continually evolving business practices and high level of social responsibility that has made them an industry leader world wide. Other imagery used in my design solution also focused on the agricultural production their products are often most commonly associated with. Agricultural production that provides nourishment for the worlds growing appetite and also a metaphorical reference to one of John Deere’s main philanthropy efforts of combating world hunger by providing low cost equipment such as irrigation equipment to farmers in areas like Kenya, Tanzania, and Mali. This effort to combat world hunger also inspired the concept for a new line of seeds, specifically designed to grow in some of the harshest environments and still provide bountiful and nourishing harvests. The exterior box of these five different seed varieties communicates the idea of growth with the horizontal type set in brown symbolizing the earth that nourishes these seeds, and green for its symbolic reference to life and environmental responsibility. The individual interior boxes vibrant primary colors communicate and symbolize the rich nourishment these small seedlings will soon provide.


SHAKESPEARE FISHING RE-BRANDING & SUB-BRAND PRODUCT LINE IDENTITY & PACKAGING


5.78

CHAPTER 5:

reeling in a new demographic

PROJECT:

re-branding & sub-brand product line creation

CLIENT:

SHAKESPEARE

PROJECT OBJECTIVES

To create a new identity that communicates Shakespeare’s rich history and experience, with a new product line and sub-brand targeting new novice & amateur anglers. Create a new identity that successfully visually communicates the company’s years of experience with experienced anglers and new target audience of novice and amateur anglers. The new sub-brand identity and packaging designs created for this new product line should have a vintage style which will not only appeal to this new target audience of primarily teens and young adults but also experienced anglers who are loyal Shakespeare customers. Packaging designs for this new product line should use a color palette that is able to project sporty feel with a high level of contrast between colors to create a powerful sense of shelf appeal. The packaging designs would also benefit from incorporating patterns or abstracted imagery that is suggestive of water or the movement of casting a fishing line.

TARGET AUDIENCE RESEARCH ANALYSIS ELEMENTARY ANGLERS

CAPABLE CASTERS & AMATEUR ANGLERS

THE RUN DOWN Loyal professional and avid amateur angler customers have relied

have not thoroughly researched. Their purchasing decisions are

on the innovative quality products Shakespeare produces for over

based on the price and quality of the product or service, and are

100 years. The goal for this project was to cast an even wider net

rarely influenced by brand names. Experienced anglers within this

to pursue the new growing and highly profitable target audience of

target audience purchase their fishing equipment from stores that

novice and intermediate anglers. This target audience enjoys being

specialize in fishing supplies and equipment, and sporting good

exposed to new experiences and outdoor activities. The individuals

stores as well. The other portion the target audience that has little

that make this new broader target market are careful consumers.

or no fishing experience purchases fishing equipment from large

They rarely purchase any products or services that have not been

discount retailers who have a sporting good section, or from local

recommended to them by friends and family members or that they

sporting goods stores that carry a wide variety fishing equipment.


CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

5.79

ELEMENTARY ANGLERS DEMOGRAPHIC SEGMENTATION NOVICE ANGLERS

ANNUAL ANGLERS

CASTING CAMPERS

FIRST TIME FISHERMEN

service that meets their needs they are willing to

homes are often located within driving distance

spend the money. Often times they will postpone

of nature preserves, national parks, or other large

purchasing products for a short time period if they

outdoor areas that are open to the general public.

Individuals in this segment are teens to adults

believe the product will be on sale or discounted

where they can enjoy activities like hiking, fishing,

(13-45) from Generation X and Generation Y who

soon. When dinning out these individuals typically

camping, and biking. Individuals who live in more

enjoy the great outdoors. They fish once to twice

frequent casual dinning restaurants with moder-

rural areas have three to four bedrooms homes

a year when on vacation or camping in areas that

ately priced dishes. This segment likes to do things

with large yards. Due to their larger sized property

have lakes or other medium sized bodies of water

for themselves, and will often take on small home

they often have a number of pets includes horses.

that are stocked with fish seasonally. This segment

improvement projects instead of hiring someone

enjoys outdoor activities such as camping, hiking,

to do it for them. They enjoy vacationing places

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

BENEFIT SEGMENTATION

that offer outdoor activities and accommodations

The individuals within this segment require that

in picturesque areas as apposed to major tourist

the products they purchase be well made, durable,

destinations. Individuals in this segment favor cars

them for activities, entertainment and other small

and reasonably priced. They demonstrate a high

that are reliable and receive good gas millage,

purchases. A small portion though have earn their

level of loyalty to brands who produce products

and are less concerned with the styling are design.

own money through part time jobs. Most of the

that meet their needs. Generally this segment is

young adults in this segment have a high school

not quick to purchase new products just because

diploma as well as a college degree. They work

they’re popular among the general public. Given

This segment consists of 35% female and 65%

in variety of fields and earning between $40,000

that the individuals in this segment have limited

male. The reason males make up a larger portion

to $55,000. The adults in this segment have the

or no fishing experience, they purchase entry-

of this segment is because they typically enjoy

same level of education as young adults and work

level equipment that is reasonably priced and sold

skiing, snowboarding, and biking. While a there is

outdoor activities such as camping, hunting, and

in the same fields, although since they have been

at large discount retailers or sporting good stores.

a small portion of this segment that participates

fishing more than females. In the last five years

working for a longer period of time they are more

mainstream sports such as baseball, football, and

though, the percentage of females in this segment

experienced. As a result they will generally earn

basketball, the majority are just avid fans. When

has risen and will likely continue to. Within in the

between $50,000 to $70,000 annually.

purchasing apparel products they are more inter-

fifteen to twenty years this segment will consist

ested in their durability, quality and comfort as

of a more balanced split between both genders.

GENDER SEGMENTATION

apposed to their style. These individuals are very

INCOME SEGMENTATION

GEOGRAPHIC SEGMENTATION Individuals in this segment live in suburban areas or in areas just outside of them that typically have

careful consumers, and rarely purchase products they have not thoroughly researched or have not

Teens in this segment have access to low levels

large sized properties in more rural areas. Those

been recommended to them by close friends or

of disposable income since the majority of them

who reside in suburban areas live in two to three

family. While their purchasing decisions are always

are full time students. Typically their parents will

bedroom homes that have small to medium sized

influenced by price, when they find a product or

provide them with a weekly allowance or provide

backyards, and often have one to two pets. These

CAPABLE CASTERS & AMATEUR ANGLERS DEMOGRAPHIC SEGMENTATION TEENS WITH MODERATE EXPERIENCE

ADULTS INTERMEDIATE EXPERIENCE

AMATEUR TEEN TO ADULT ANGLERS

a higher percentage of males than the previous

RESEARCH ANALYSIS

segment because more males enjoyed their first

AGE & LIFECYCLE SEGMENTATION

fishing experiences and continue to fish throughout their adult lives.

This segment consists of teens to adults (15-45) from Generation X and Generation Y. They enjoy

INCOME SEGMENTATION

fishing several times a year and have a small to medium amount of fishing equipment they have

Teens within this segment have low to medium

purchased from large chain sporting good stores

levels of disposable income which is often provided

or large discount retailers like Walmart who carry

to them by their parents. A third to half of these

sporting goods. Typically they fish with friends

teens also have part time jobs they work at while

or other family members in lakes or small bodies

attending school or when on vacation. They also

of water near their homes and in larger bodies

tend to be more responsible with their money than

of water when on vacation. They often fish regularly

others their age, and are less likely to spend their

enough to purchase annual fishing licenses or

money on frivolous purchases. They will typically

permits. Teens and young adults in this segment are often introduced to the sport through family members or friends who are experienced anglers. Adults in this segment are the most experienced, and have been casual fishermen throughout their lives. This segment enjoys an active lifestyle and frequently participates in a variety of sports and

other outdoor activities. A large percentage of these individuals participate in school or amateur sports leagues. They very rarely purchase new products that they have not thoroughly researched or have been recommended to them by family or friends. Brand names have little influence on their purchasing decisions. Any purchases they make are based on the price, quality, and durability of the product. When dinning out they frequent casual dinning establishments that are reasonably priced and serve good portion sizes. As a result of their active lifestyle, they tend to be more health conscious about their diet than most people. GENDER SEGMENTATION

go on to earn a high school diploma and college degree. Young adults in this segment have graduated high school and are attending college or have already graduate and are working full time. Those young adults in the early stages of their career earn between $40,000 to $60,000 annually Adults have the same level of education as the young adults, and work in a variety of fields where they earn between $55,000 to $75,000 annually.

GEOGRAPHIC SEGMENTATION This segment lives in suburban areas or on the outskirts of big cities or towns. They live in three to four bedroom homes that have medium sized yards where their children can play. Their homes are often located within a short driving distance of nature preserves, national parks, or other large outdoor areas open to the public for activities like hiking, fishing, camping, and biking. Close to half of this segment lives in more rural areas with larger sized properties. Due to their larger sized property they often have a number of pets which sometimes includes horses. BENEFIT SEGMENTATION This segment requires products they purchase to be well made, reliable and reasonably priced. They are very loyal to brands which meet their needs,

Composed of 70% male and 30% female. Males

and are not quick to try new products or services

make up a larger portion of this segment because

simply because they are popular or new. When

they generally enjoy activities like hunting and

purchasing any product, its design or styling has

fishing more than females. This segment contains

little influence on their decision.


5.82

CHAPTER 5:

reeling in a new demographic

PROJECT:

re-branding & sub-brand product line creation

CLIENT:

SHAKESPEARE


CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

5.83


5.86

CHAPTER 5:

reeling in a new demographic

PROJECT:

re-branding & sub-brand product line creation

CLIENT:

SHAKESPEARE


CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

5.87


5.90

CHAPTER 5:

reeling in a new demographic

PROJECT:

re-branding & sub-brand product line creation

CLIENT:

SHAKESPEARE


CLASS:

packaging 4

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

5.91


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

In order to capture the attention of this new target audience I explored sub-brand names that were able to communicate a sense of experience and quality, yet were also catchy and memorable. My explorations led me to the name “Silverline” for the this new sub-brand. I used a script typeface since it beautifully suggested the fluid long flowing curves of a fishing line as it’s being cast into the water. I knew there needed to be a contrast between the typeface chosen for the re-branding and typeface used for the new subbrand that would always reside in close proximity to it. My explorations of typefaces that were able to effectively communicate the tradition, history and experience of the company lead me to chose the Rosewood Std. typeface. Wanting to maintain the visual imagery of the original script typeface, my explorations lead me to decide upon the Voluta Script Pro typeface. The very exaggerated capital “s” of this typeface family however was to vague and not immediately decipherable though. To solve this problem the it was hand modified to and slightly scaled down to create cohesive feel with the other letterforms. Recognizing the effective visual imagery of a fishing line be cast into the water the scripted typeface suggested, I designed the script style ornamentation to frame the re-branding and new sub-brand. By designing the lower ornamentation to be larger and visually support the elements above and designing the upper ornamentation to be smaller and visually lighter, I created a design that successfully communicated the superiority and tradition of Shakespeare with the way it resembled a crown. My final design incorporated a color palette that was able to communicate the company’s experience and history, with a brown that might be found in an old aged piece of wood on dock or pier. In order to contrast this colors mood and feel, I incorporated a brighter pastel color palette. Together these colors are able to effectively communicate Shakespeare’s rich history and experience, while at the same time giving the packaging desings a young, fresh and modern style voice to directly speak to this new target market.


COBRAM ESTATE PACKAGING DESIGN PACKAGING


6.96

CHAPTER 6:

aussie olive oil

PROJECT:

rebranding & package design

CLIENT:

COBRAM ESTATE

PROJECT OBJECTIVES

To create a new packaging design for Cobram Estate olive oils that visual communicates the products Australian origin, and their superior quality and flavor. Create a packaging design that effectively communicates the company’s Australian heritage and origin of the products. The design should also convey the brands awarded and recognized superior quality and respected reputation it has gained. These designs would benefit by incorporating the unique information graphics the company uses on its website to map the flavor attributes of each type of olive oil. In order to more effectively communicate the superior quality of brand’s products a new bottle with a more elegant and sophisticated shape should be used. To better establish this elegance and sophistication the bottles could be frosted in a gradation from top to bottom, or a mask could be applied to the bottles then frosted to create an image or pattern.

TARGET AUDIENCE RESEARCH ANALYSIS CONSCIENTIOUS COOKS

CAPABLE COOKS

THE RUN DOWN Every year more and more people are realizing the importance of

been farmed. The individuals within this segment are influenced by

maintaining a healthy well balanced diet and using high quality food

brand names, although they will rarely purchase a product simply

and ingredients when cooking. These people are also discovering

based on the name it carries. When these individuals come across a

that many of these higher quality ingredients and foods have richer

new product that appeals to them while grocery shopping, they’ll

more well rounded flavors. Individuals who realize the importance

carefully examine the back label or the portion of the package that

and benefits of using these higher quality ingredients make up the

contains the ingredient and nutritional information before deciding

target audience for Cobram Estate olive oils. The company’s prod-

to purchase it. While these consumer are concerned with the price

ucts attract a variety of customers of different ages and lifestyles,

of the products they purchase, they are more concerned with the

who not only cook out of necessity but because they enjoy to. This

ingredients, quality, and nutritional information. All of the individuals

target audience favors shopping at grocery stores that carry higher

within this target audience have intermediate to advance culinary

than average quality products. These stores will typically feature a

skills they have acquired from watching cooking television programs

large selection of specialty products made by smaller companies or

and reading cookbooks or magazines. This target audience pur-

brands who are focused on producing smaller quantities of higher

chases Cobram Estate olive oils because they recognize the superior

quality products. They also often offer organic produce, free-range

quality and are available in a variety of flavors and different types

meat and poultry, and feature fresh caught seafood that has not

that have been carefully crafted for specific uses.


CLASS:

packaging 2

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

6.97

CONSCIENTIOUS COOKS DEMOGRAPHIC SEGMENTATION FAMILIES

YOUNG ADULTS

CASUAL COOKS

families and are responsible for the grocery shop-

families walk or ride their bikes to school near by.

ping for their families. Those females which are

Young adults within this segment typically live

married or live with their partners also tend to be

in small two bedroom homes or apartments that

Composed of young adults to adults (28-70) of

the ones who primarily do the grocery shopping

are located in small cities within driving distance

Generation Y, Generation X, and the Baby Boomer

for their household. With the increasing interest in

of larger cities or metropolitan areas where they

Generation. They cook for themselves and their

home cooking brought on by television cooking

work. Adults with no children live in both these

family out of necessity and for enjoyment. Young

shows and television networks like Food Network,

types of areas in two to three bedroom homes or

adults within this segment are generally limited

the percentage of males is slowly rising.

apartments that are medium in size.

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

to cooking two to three times a week because of

INCOME SEGMENTATION

their busy work schedules. When they do cook

ages, and try to keep away from unhealthy snacks

though they prepare nutritious dishes in portions

and junk food. They typically purchase organic

Young adults in this segment are typically high

large enough to save smaller portions for meals

fruits & vegetables and free range poultry & meat

school graduates and have gone on to obtain an

later in the week. They are also very conscientious

whenever possible. Adults in households with no

associates degree or a bachelors degree. They

about their diet and try to eat healthy whenever

children enjoy cooking for themselves or for their

work in entry-level positions in a variety of fields

possible, although they often eat fast food or eat

spouse, family, and friends. The individuals within

directly related to their college degrees and earn

out at casual dinning restaurants that serve food

this segment are primarily concerned with quality

$35,000 to $45,000 annually. Adults within this

when purchasing products, and less concerned

segment are generally well educated with one to

with the price. They’re influenced by brand names

two college degrees and often work in leadership

when purchasing products and services, however

or management positions. As a result of having

they rarely purchase products simply base on the

worked in their positions for several years or their

brand name it carries. When purchasing apparel

leadership or management positions they earn

products and accessories for themselves and their

between $55,000 to $95,000 annually.

families they generally shop at big name department stores that carry reasonably priced products.

BENEFIT SEGMENTATION

GEOGRAPHIC SEGMENTATION This segment purchases Cobram Estate olive oils

The young adults and adults in this segment who

The majority of this segment who have families

because of the superior quality achieved through

which is not considered very healthy out of con-

don’t have children also occasionally shop at more

with children live in suburban areas in three to four

the traditional manufacturing process, and the

venience. The majority of adults in this segment

high-end department stores where they purchase

bedroom homes with medium sized yards for

unique flavor the olives contain from the regions

are married with families where they have one to

designer apparel products and accessories.

their children to play in. These areas are generally

in Australia where they are grown. These people

located one to two hours driving distance away

also purchase Cobram Estate because it’s available

from major cities or metropolitan areas where the

in several different flavors and quality types for

three children. When cooking for their families

GENDER SEGMENTATION

they require quality ingredients and products that allow them to maintain a healthy well balanced

This segment consists of 65% female and 35%

majority of people living there also have families

different uses. Olive oil blends created specifically

diet. Parents in these families try to provide their

male. Females make up a larger percentage of this

with children. Generally there is little vehicle traffic

for such uses as salad dressings, bread dipping,

children with healthy nutritious food and bever-

segment because a large portion of them have

or congestion, and many of the children in these

marinades, sautéing, and grilling.

CAPABLE COOKS DEMOGRAPHIC SEGMENTATION COOKING ENTHUSIASTS

DYNAMIC DABBLERS

TALENTED AMATEUR CHEFS

cook is because they thoroughly enjoy it. Often

in medium sized homes, townhouses, and apart-

they will often spend large portions of time on the

ments which have recently been remodeled or

weekend or on their days off cooking or baking

built. Often they will contain things such as built

Composed of adults (35-65) from Generation X

in the kitchen while listening to music or watching

in home theater systems, built in audio systems,

and the Baby Boomer Generation. These adults

television. The majority of these individuals are

remote security & electrical controls, solar panels,

have a passion for cooking and enjoy cooking

very open to trying unique foods and beverages

and digital control panels. They are often within

for themselves as well as their family, and friends

with unconventional flavors, and have a refined

close proximity to upscale shopping centers and

when entertaining. They have large to medium

flavor palette. As a result of their developed and

districts that feature bars, cafés, boutiques, and

sized kitchens that contain high-end appliances

refined flavor palette they also enjoy drinking a

fine dinning restaurants. The majority are within

along with a wide variety of high quality cooking

variety of wines that are often produced by small

tools and cutlery. Their cooking skill level is higher

lesser known wineries, apposed to other cheaper

to the recent popularity of cooking and restaurant

areas that are home to museums, theaters, and

than average and as a result they typically cook

mass produced lower quality brand name wines

review programs on television, and the growing

music halls these individuals will regularly visit.

dishes that tend to be labor intensive and have a

(Charles Shaw and Kendall Jackson). Many have

number of gourmet groceries stores which have

high level of difficulty. When purchasing grocer-

small wine coolers or medium to large sized wine

become very popular and continue open.

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

ies they typically shop at small specialty shops or

racks in their kitchens. Most of the individuals in

large gourmet grocery stores which carry high

this segment are married or live with their partner,

quality produce (often organic) and high quality

and have no children or no plans to in the future.

meat, fish, and poultry (often free range or not

GENDER SEGMENTATION

farmed). They often are very loyal to smaller food

driving distance of larger cities or metropolitan

INCOME SEGMENTATION These individuals are well educated with one or multiple college degrees. They often work in very technical or advanced fields like electrical engi-

brands whose products are of a higher quality

Composed of 50% male and 50% female. This

neering, medicine, micro biology, marketing and

level than larger more well known brands. Given

segment is divided equally between both genders

computer programing. The majority work over

their culinary skill level, they’ll often make their

currently. Although less ten years ago this seg-

forty hours a week and often travel several times

own elements or ingredients required for recipes

ment consisted of a higher percentage of females.

throughout the year for work. As a result of the

instead of buying them (chicken stalk, pie crusts,

The rise in the percentage of males is attributed

fields they work in and the high number of hours

BENEFIT SEGMENTATION

salsa, and applesauce). These individuals will often

they regularly work, they earn between $70,000

The individuals within this segment purchase

purchase produce and other goods from local

to $150,000 annually. They are also very financially

Cobram Estate olive oils because they are avail-

farmer markets where they are much more fresh.

responsible, regularly saving or investing large

able in variety of flavors and quality levels for

This segment typically has a large collection of

portions of their income.

all their cooking needs. They typically purchase

specialty cook books and subscribe to gourmet

GEOGRAPHIC SEGMENTATION

the higher quality olive oils because their able to clearly taste the difference as a result of their

food and wine magazines which have seasonal recipes, cooking tips, and product reviews. Many

The individuals within this segment live in small

sophisticated flavor palette. These individuals

of these individuals make a good living and do

cities and medium sized cities or towns that have

are very comfortable paying the higher price for

not need to cook out of necessity. The reason they

higher than average property values. They live

these products and believe it is well worth it.


6.98

CHAPTER 6:

aussie olive oil

PROJECT:

re-branding & package design

CLIENT:

COBRAM ESTATE


CLASS:

packaging 2

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

6.99


6.100

CHAPTER 6:

aussie olive oil

PROJECT:

re-branding & package design

CLIENT:

COBRAM ESTATE


CLASS:

packaging 2

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

6.100


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

In this rebranding and package project I created a design that was able to visually communicate the products Australian origin as well as its superior quality and specialty artisan blends with unique flavor attributes. Studying the company’s current branding and packaging, I felt they did little to communicate their products unique attributes to their target audience. After visiting a handful of grocery stores that carried the company’s products, I also realized that they lacked the necessary shelf appeal to visually stand out and communicate their superiority. In the rebranding solution I designed, I created an abstracted image of an olive branch where one of the olives housed their kangaroo logo. To communicate the quality and specialty artisan blends, the abstracted image incorporated subtle brush strokes on the outline of those shapes. I positioned this abstracted portion of the design on bottom of the front label due to its heavy visual weight and its ability to provide visual support for the other lighter elements above. It also suggested and provided a horizontal ground level for the olive tree illustration which leaned in from the right side. In order to visually communicate the products Australian origin, I used a color palette that was suggestive of the rocks, earth, and plant life found in that area. On the back label I incorporated the unique flavor web graphic used on the company’s website to communicate the particular flavor attributes of each blend of olive oil. I also successfully communicated the products superior quality through using an elegant tall tapered bottle structure that other products like premium top shelf spirits often have. The products superior quality was further visually established through cutting out masks with tree branch silhouettes for each bottle and then spraying them with a clear frosting that faded out towards the neck of the bottle just bellow the collar band.


THEOPENTABLE BOOK DESIGN PRINT


7.108

CHAPTER 7:

running the table

PROJECT:

book design

CLIENT:

POCKET BILLIARDS

PROJECT OBJECTIVES

To create a book design about billiards for novice and intermediate players that presents information about the game’s history, rules, and techniques in a visually engaging manner. The book will open by looking at the games history and how it has evolved into the game it is today (would benefit from a time-line information graphic noting games important milestones and developments). Following this opening section the content will gradually move from basic rules and equipment to more advanced and complex topics. Information graphics will be created to help visually communicate text that discusses fundamental techniques and critical shots. These information graphics should incorporate a clear scale change between the different elements in order to create an effective visual hierarchy. The visual hierarchy established in these information graphics will carry the reader from them back to the copy (or vise versa) by elements within them extending from one page to another. Given that many of these information graphics will contain small point sized text, the design should use a sans serif typeface for these elements and any image captions, and a serif typeface for the body copy of the book.

TARGET AUDIENCE RESEARCH ANALYSIS NOVICE NEWCOMERS

PASSIONATE PLAYERS & EXPERIENCED SHOOTERS

THE RUN DOWN In recent years, playing pool has become more popular among

with the game that play on a regular basis for fun with friends and

people of all ages. Many teens and young adults play the game for

family or compete in amateur leagues at their local pool hall or sports

fun while hanging out with friends at local pool halls or bars while

bar. These individuals have a thorough understanding of the rules

having drinks. Often these individuals are unfamiliar with the exact

of the game and have developed an intermediate to advanced inter-

rules of the game and just enjoy shooting to pocket balls. Some

mediate skill level. Many of these players look improve their skills

find they enjoy the game enough to want to learn more the official

by learning new techniques and some of the most critical shots of

rules and fundamental techniques of the game. In order to further

the game by purchasing books that provide this information. These

their knowledge of the game, they purchase books that provide this

novice and intermediate skill level pool players make up the target

information. There are also other individuals who are more familiar

audience for “pocketbilliards theopentable.”


CLASS:

typography 3

INSTRUCTOR:

LIAN NG

CATEGORY:

print

7.109

NOVICE NEWCOMERS DEMOGRAPHIC SEGMENTATION TEENAGE STUDENTS

COLLEGE STUDENTS

YOUNG ADULTS

the early stages of their career. In their spare time

they earn an hourly wage (most often minimum

coffee shops, and small stores or boutiques that

they enjoy going out to eat or grabbing a drink

wage). Young adult college students within this

they frequent. The young adults in this segment

with friends at local restaurants, bars, and clubs.

segment have access to low levels of disposable

still attending college live on campus in student

Composed of young teens and young adults

Often times these establishments will have one

income that they obtain through part time jobs

housing and dorms, or in small to medium homes

(15-30) from Generation Y who have little or no

or more pool tables where customers can play a

and apartments they share with other students

experience playing the game. Many these indiv-

game while waiting for a table or while having

that are located within walking distance of their

iduals have played the game a handful of times for

drinks and socializing with friends. The individuals

school. Teens within this segment who still live

fun with friends or family at a local pool hall or

within this segment are up to date with the latest

with their parents, live in three to four bedroom

other business has public pool tables. When they

fashion trends and dress in contemporary apparel.

homes in small to medium size cities or towns

play, these individuals often just shot to pocket

and accessories. They purchases these products

in suburban areas.

balls and don’t play by any strict rules since they

based on their style and quality, and are less influ-

are generally unfamiliar with exact rules of the

enced by the brand name they carry. As a result

game. Teenagers within this segment are typically

of their very active social lives, they spend more

adults who have completed their education and

Individuals within this segment purchase books

in their third or forth year of high school or have

of their money on entertainment and activities

are just beginning their professional careers have

about subjects and activities they have recently

just recently graduated, and are still discovering

than they do material products.

a moderate level of disposable income. These

been introduced to because they want to learn

individuals spend large portions of their disposa-

more about them. They require the information to

ble income on entertainment and various other

be presented in an engaging easy to read format

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

new activities and experiences they enjoy. When

GENDER SEGMENTATION

hanging out with friends, these individuals enjoy

BENEFIT SEGMENTATION or the financial assistance of their parents. Young

other casual activities like bowling and miniature

This segment consists of 40% female and 60%

activities. They work in entry level positions in jobs

golf where they can socialize with their friends at

male. Males make a larger portion of this segment

directly related to their college degree and earn

the same time. These teens typically have a very

because they are more attracted to recreational

between $35,000 and $55,000 annually. The vast

active social life and are in constant communica-

games or activities like billiards and bowling. The

majority of these young adults do not save any

tion with their friends through social networking

gender segmentation for this group is likely to

portion of their income regularly.

websites, instant messaging, text messaging, and

stay at these levels for sometime. Females within

talking on the phone. The other portion of this

this segment generally only play with groups of

segment is composed of young adults currently

friends that consist of males and females.

attending college or have graduated, and are in

INCOME SEGMENTATION

GEOGRAPHIC SEGMENTATION The young adults in this segment who are just beginning their professional careers live in large cities or metropolitan areas where their jobs are

Teens in this segment have a low to moderate

located, or in smaller cities located within driving

level of disposable income that is often provided

distance. They live in small to medium two bed-

by their parents in the form of an allowance. A

room apartments and homes, or in larger three to

small portion of teens within this segment how-

four bedroom homes or apartments they share

with graphics and images that help communicate

ever have part time or seasonal jobs they work

with other young professionals. Many of them are

and explain the subject mater. These individuals

at after school or on vacation. Typically these jobs

located within walking distance of commercial

want the most for their money, and typically check

are in the retail and food service industry where

streets or areas with a variety of restaurants, bars,

several other stores to locate the lowest price.

PASSIONATE PLAYERS & EXPERIENCED SHOOTERS DEMOGRAPHIC SEGMENTATION NOVICE NEWCOMERS

ADVANCED INTERMEDIATE YOUNG ADULTS

TALENTED ADULTS

within this segment generally work in leadership

in medium sized cities or towns with good school

or management positions these technical fields

districts for their children. They live in three to

and earn between $65,000 to $85,000 annually.

four bedroom homes in suburban areas that are

This segment consists of young adults to adults

The majority of these individuals are considered

primarily composed of other families. These areas

(35-55) from Generation X and the Baby Boomer

financially responsible and regularly save or invest

often have well maintained public parks or other

Generation. These individuals regularly play pool

portions of their income.

open space areas where people can walk, bike

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

with friends or family and sometimes participate

GEOGRAPHIC SEGMENTATION

in amateur leagues. Their skill level varies from intermediate to advanced intermediate. Most of these players have a thorough understanding of the basic rules, fundamental techniques, and strategies of the game. They enjoy playing because it is an activity they can play at a casual pace where they can socialize while playing. The majority of this segment prefers activities or hobbies that are

offer traditional cultural experiences that are not considered mainstream tourist destinations or attractions. When shopping for apparel products, their purchasing decisions are based on quality, durability, and style. GENDER SEGMENTATION

Young adults in this segment live in this segment live in small to medium sized cities or towns that are also home to the companies or businesses they work for. These individuals live in small one to two bedroom homes or apartments that they often share with other young professionals their age. Many of them are located near commercial streets or areas that have a variety of restaurants,

not physically demanding and can be done in the evening after work or anytime during the day.

Composed of 65% male and 35% female. Due to

coffee shops, bars and small stores or boutiques

They enjoy watching television programing that

the rising popularity of the game and increased

that they frequent. Adults in this segment typically

ride, and play sports. These homes are also closely

is both informative and entertaining, such as doc-

media coverage of professional tournament play

have families with one to two children and live

located to business areas or other cities where

umentaries and travel shows. Individuals within

in recent years, the percentage of females within

their jobs are located. A small percentage of these

this segment is slowly rising. The higher percent-

adults regularly commute forty to seventy miles

age of males can also be attributed to the sports

to their jobs in large cities or metropolitan areas.

bar type environment of pool halls.

BENEFIT SEGMENTATION

INCOME SEGMENTATION The individuals in this segment purchase this Individuals within this segment are typically well

type of book to brush up on the key fundamentals

educated, possessing one or sometimes multiple

of the game and to study the most common and

college degrees. They work in fields that are con-

critical shots in order to improve their game. They

this segment also enjoy visiting museums and art

sidered technical, such as computer programming

enjoy reading in their spare time, and will often

galleries, and attending theater performances or

and electrical engineering. The young adults in

reread their favorite books multiple times. Many

concerts. When traveling, they prefer to travel to

this segment work in entry-level positions earning

of them have medium to large size book collec-

destinations that have historical significance or

between $40,000 to $65,000 annually. Adults

tions consisting of wide a variety of books.


7.110

CHAPTER 7:

running the table

PROJECT:

book design

CLIENT:

POCKET BILLIARDS


CLASS:

typography 3

INSTRUCTOR:

LIAN NG

CATEGORY:

print

7.111


7.114

CHAPTER 7:

running the table

PROJECT:

book design

CLIENT:

POCKET BILLIARDS


CLASS:

typography 3

INSTRUCTOR:

LIAN NG

CATEGORY:

print

7.115


7.116

CHAPTER 7:

running the table

PROJECT:

book design

CLIENT:

POCKET BILLIARDS


CLASS:

typography 3

INSTRUCTOR:

LIAN NG

CATEGORY:

print

7.117


7.118

CHAPTER 7:

running the table

PROJECT:

book design

CLIENT:

POCKET BILLIARDS


CLASS:

typography 3

INTSRUCTOR:

LIAN NG

CATEGORY:

print

7.119


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

The design solution that I created for this book on billiards successfully visually communicated the subject matter it addressed through the layout and design of typographic and graphic elements. In the first chapter of the book were it discussed the games origin and evolution I created a timeline information graphic that featured some of the most important events and moments in its history. I designed this information graphic to visually suggest a cue ball being struck by a cue stick and its movement after impact with the solid burgundy curved line on the left symbolizing the cue stick, and the radiating lines of text symbolizing the possible directions for its movement. The act of a cue stick striking the cue ball and its horizontal movement was further suggested in other typographic elements and page layouts throughout the book. This was achieved for pull quotes that appeared on pages with full bleed images by the staggered lines of text moving in from the left side and the solid white bars that visually pushed them across or into the page. On pages with long columns of copy extending from the top to the bottom of the page, pull quotes were designed to pierce the columns of copy and extend into the white space next to them or into the adjacent column of copy. The design I created also involved the creation of many diagrams illustrating the angles and velocity needed for critical shots and techniques. The different sizes and weights of objects and text used for these graphic elements worked to create a clear visual hierarchy leading the reader from one element to the next in the proper order, as well visually directing them to the next page or spread. The book logo that I designed for this project was also incorporated into the slipcase that I hand fabricated. I created an embossed version of it on the cover of the slipcase by creating a die cut of the design on a piece hundred pound matte paper in the same rectangular dimensions of the front panel, then spray mounting it to that panel before covering it with cloth. After covering it with cloth I carefully burnished the small intricate shapes using a small square shaped burnishing tool that I created out of balsa in the same dimensions as the small squares.


BLUE POSTER SERIES PRINT


8.124

CHAPTER 8:

feeling blue

PROJECT:

experimental typography poster series

CLIENT:

BLUE

PROJECT OBJECTIVES

To design a poster series using experimental typography, which are tied together by using a blue color theme. The subject matter for these posters is open to all topics, themes, or associations related to the color blue. Experimental typography will be created to visually communicate the subject matter, message, or personal interpretation of anything that can be associated with the color blue. These typographic solutions can be created in any manner or medium, just as long they are created using unconventional, experimental, modified, abstract or interpretive letterforms that work towards communicating the focus or topic of each poster.

TARGET AUDIENCE RESEARCH ANALYSIS SOCIAL CAUSES & PUBLIC SERVICE ANNOUNCEMENTS

PERSONAL INTERPRETATIONS & SYMBOLIC REFERENCES

THE RUN DOWN The target audience for this poster series focusing on social causes,

posters for this target audience is to introduce, inform, educate,

public service announcements, symbolic references, and personal

and remind them of certain topics or subjects. Those posters that

interpretation consists of a very wide range of individuals. Ranging

are created to communicate or demonstrate personal interpreta-

from children to adults of both genders, and people of all ethnicities,

tions and symbolic references to certain topics or subjects target

religions, lifestyles, and sexual orientations. Those individuals who

individuals who have an appreciation for a variety of art forms and

make up the target audience for posters addressing social causes

artistic expressions. Some of these individuals are drawn to these

and creating public awareness are receptive or open to the infor-

posters primarily because they find the design, imagery, or artistic

mation they provide or topics they address because regardless of

style they contain aesthetically pleasing. Others are drawn to these

their personal beliefs and feelings, they are able to understand the

types of posters because they find deeper meanings within them

basic underlying good intentions behind them. The purpose of these

that speak to them on an intellectual or spiritual level.


CLASS:

typography 4

INSTRUCTOR:

LIAN NG

CATEGORY:

print

8.125

SOCIAL CAUSES & PUBLIC SERVICE ANNOUNCEMENTS DEMOGRAPHIC SEGMENTATION CHILDREN

TEENAGERS

YOUNG ADULTS

ADULTS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Composed of individuals of all ages (10-85) from Generation Y, Generation X, and the Baby Boomer

SENIORS

that pertain to or affect one gender more than the

ages and ethnicities, while others reside in much

other, there are so many issues and topics that

more rural areas where their nearest neighbor

they address that they equally balance out overall

might be miles away. As long as these individuals

between both males and females.

are exposed to basic forms of media like news-

INCOME SEGMENTATION

Generation. Individuals within this segment are

papers and television in the areas they reside in, are potential members of this target audience.

the target audience for a variety of purposes and

common for these teenagers and young adults to

This segment is composed of individuals of all

reasons. The goal of these posters for children

be more receptive to information or warnings

educational and income levels. Like the previous

and young teenagers is to introduce and educate

about this deadly act when it is addressed by a

gender segmentation analysis, there are certain

neutral third party and not their parents. The com-

The individuals in this segment are open to the

them about social causes and public services. It

social cause and public service announcements

munication goal for adults and seniors in this

information and messages contained in posters

is important to teach them about these particular

that pertain to or are directed at individuals of

segment when addressing these types of issues

which address various social causes and public

topics at their age because it will allow them to

specific educational levels or income levels. For

is to introduce, educate, and remind. There are

service announcements because they understand

example, some statistics suggest that individ-

social causes and public service announcements

the importance being introduced to new infor-

uals who have obtained a high school education

that address issues many adults and seniors may

and have attend college, are considered to be

be unaware of because they were not considered

well educated, making them much less likely to

issues or causes that were important enough to

participate in most types of criminal activities.

publicly address before. One topic that continues

Another example, is those individuals who have

to become increasingly important to address,

experience financial struggles and currently live

develop good habits or an awareness that will not

is the growing number of people who are forced

in poverty or have lived in poverty for period of

only rewards themselves, but others in their local

to work for just a few cents an hour in foreign

time in their lives, give more money to charities

community or around the world. For example, it’s

manufacturing facilities, producing clothing for

than those who are considered wealthy.

becoming increasingly important to inform and

popular apparel companies. While many seniors

teach these young individuals the importance of

and adults might be aware of these unfortunate

water conservation. The majority of teenagers

circumstances, they might not realize how wide-

and young adults are aware of the most common

spread this problem has become and how it will

social causes or topics and messages of public

continue to grow unless people become aware

service announcements already. So the communi-

of those companies who rely on exploiting these

cation goal for this segment is to remind them

workers for own benefit and financial gain.

of these messages, and why they are important.

GEOGRAPHIC SEGMENTATION

BENEFIT SEGMENTATION

mation or the awareness they attempt to maintain.

Individuals in this segment live in wide variety

These individuals aren’t always open or receptive

of areas. Some reside in busy metropolitan areas

to the particular messages or topics they address

that are densely populated by individuals of all

due to a variety of reasons. These reasons can include their geographic segmentation, religious beliefs, economic status, social class, ethnicity, sexual preference, age, and ignorance. The vast

GENDER SEGMENTATION

of these individuals though, regardless of their

Most teens and young adults have been told by their parents or peers the dangers of drinking and

This diverse segment consists of equal portions

personal beliefs and feelings, clearly understand

driving many times before, yet it’s a topic that

of males and females. While there are particular

the basic underlying good intentions behind the

deserves to be continuously addressed. It is very

social causes and public service announcements

creation of these posters.

PERSONAL INTERPRETATIONS & SYMBOLIC REFERENCES DEMOGRAPHIC SEGMENTATION TEENAGERS

YOUNG ADULTS

ADULTS

teens appreciate this style of artwork because it’s

percentage of these individuals, there is a direct

the personal interpretation of the artist it cap-

popular among their peers, while others are able

correlation between their educational level and

tures. The one common characteristic that all of

to identify the symbolism and or messages they

income level, and the type or style of art they are

these individuals share is their appreciation for

Consisting of teenagers to adults (15-65) from

communicate. These different types of appreci-

attracted to. Those individuals in this segment

certain types of art for one reason or another.

Generation Y, Generation X, and the Baby Boomer

ation for artwork also applies to young adults and

who have achieved multiple college degrees and

Generation. Individuals in this segment have an

adults who are very often attracted to modern

work in high paying fields are often more likely

appreciation or for wide range of different types

minimalist abstract paintings or classic works of

to prefer the artwork of famous iconic classic or

Individuals within this segment live in a variety

of art for a variety of different reasons. Some of

art created by legendary greats. Some of these

contemporary artists such Claude Monet and

of areas and rent or own a broad range of homes

these individuals have an appreciation for certain

individuals appreciate artwork simply cause they

Mark Rothko. Another example would be those

or apartments. The areas they live in also often

types of art because they’re professional artists

find it visually appealing, and others consciously

individuals with only a high school diploma who

influence the types of artwork they are attracted

and designers who work with the same mediums

or unconsciously appreciate artwork because of

to or prefer. For example, individuals who grew

in similar styles, while other individuals simply

the affluence or social status that is associated

up and live in rural areas in the Midwest might be

have an appreciation for various types of artwork

with them. Regardless of their different taste and

drawn to or prefer classic Americana folk art,

because it is visually pleasing and or recognize

reasons for preferring certain types of artwork,

as result of primarily being exposed to this style

the skill, vision, and artistic interpretation of the

these individuals are the target audience for those

of artwork and not more traditional fine art that

artist. Teenagers for example typically have an

posters that demonstrate unique personal inter-

is typically found at large museums in major cities.

appreciation for modern style graphic design or

pretation or make symbolic references to a variety

graffiti art because it is commonly seen in the

of subject, themes, or beliefs.

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

latest designer fashions trends and on the album

GEOGRAPHIC SEGMENTATION

BENEFIT SEGMENTATION These individuals are attracted to posters which

GENDER SEGMENTATION

covers of popular music groups. Some of these

demonstrate a unique personal interpretation or This segment is equally composed of females

make a symbolic reference to a variety themes,

and males. Like the previous gender segmentation

topics, or subjects because they have an appreci-

analysis, certain styles of artwork or the subject

ation for a variety of forms of artistic expression.

matter/messages they visually communicate are

Some of these individuals are attracted to artistic

often more appealing to one gender.

works because they just find them aesthetically work in jobs with low annual salaries or are paid

pleasing and entertaining to look at. Others find

by the hour that prefer urban style graffiti art

themselves drawn to certain pieces of artwork

The individuals who compose this segment are

created by artists such as Banksy. This tends to

because of they are able to find deeper meanings

often well educated, with one or multiple college

be a broad generalization though, and certainly

within them, like an artist’s social commentary

degrees (teenagers who are still in high school

does not apply to all individuals within this group.

or unique historical interpretation on a well-known

typically go onto to attend college and earn one

For some the artistic style or medium used isn’t

event. For whatever reason, all individuals within

or multiple college degrees as well). For large

as important as the message it communicates or

this target audience have an appreciation art.

INCOME SEGMENTATION


8.126

CHAPTER 8:

feeling blue

PROJECT:

experimental typography poster series

CLIENT:

BLUE


CLASS:

typography 4

INSTRUCTOR:

LIAN NG

CATEGORY:

print

8.127


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

This project began by conducting extensive research and explorations into what the color blue is most commonly associated with and sybolizes. Many of the associations related to the color blue that I discovered or identified in the initial stages of the design process were very literal and basic. Most of these initial discoveries proved to lack the depth or sustenance for creating unique experimental typographic design solutions. They did however provide me with an invaluable starting point to build upon, and led me expand my explorations to areas I never initially considered. The more I pushed myself to find topics and subjects that were not most commonly associated with the color blue, the more I found unique possible experimental typographic design solution for the color blue. For example, when I discovered that blue ribbons and the color blue were commonly used to create awareness about child abuse prevention, it quickly lead to a variety of possible experimental typographic solutions. The solutions I explored were based upon the idea of which typefaces or forms visually captured or communicated the voice of a child subjected to abuse speaking or crying out for help. This led to deeper explorations of typographic forms that people would easily and instantly associate with children. One of the typographic forms I discovered which was most successful was the wooden alphabet blocks that many children have. I created the experimental typographic design for creating awareness about this topic by taking the necessary characters for the statement (and a few extra for the background) it would contain and removed the bright primary colors they were painted with by sanding off the paint and then applying a primer base coat of white paint. I then mixed four different shades of blue and hand painted each block with three coats for a rich a deep blue color. The name for the poster really created itself once the piece was constructed and photographed. This poster design was successful and effective at clearly and quickly communicating the message due to its simplicity. Another experimental typographic solution that worked very well at clearly visually communicating the subject matter or awareness message, was the poster for creating awareness about the real cost of denim. For this piece I created a designer style clothing tag which contained the awareness message using three distinct typefaces. In order to create an effective visual hierarchy and scale change between the different pieces of information, the text was set in various weights and colors for the main printed portion, and the word “ Denim� was created by making an embossing template and then embossing the word by hand. This project proved to be very challenging and time consuming for all the typographic forms that were hand fabricated, but was also very rewarding when seeing the finished pieces.


No. 409 NATURAL ORIGINS PACKAGING, IDENTITY


9.142

CHAPTER 9:

sustainable solutions

PROJECT:

sub-brand identity creation & packaging design

CLIENT:

CLOROX 409

PROJECT OBJECTIVES

To design a sub-brand identity & packaging system for a new natural eco-friendly cleaning product line for Clorox’s Formula 409. Products created for this new line will be made using natural ingredients with no harsh or abrasive chemicals. These products will be available in traditional applicators or bottles, but refills for those items will be offered in reduced material packaging, such as cartons or refill containers. To visually differentiate these products from other 409 and Clorox cleaning products, the packaging designs should use subdued earth tone or pastel colors and not the high contrast or complimentary colors typically used. This new product line could also differentiate itself from traditional cleaning products by using unique packaging structures and minimizing the large areas white colored negative space frequently found on the packaging or containers of cleaning products. The sub-brand name should clearly communicate the products natural sustainable ingredients and tie in with the brands name.

TARGET AUDIENCE RESEARCH ANALYSIS ENVIRONMENTALLY CONSCIOUS CONSUMERS

CONSUMERS WITH SENSITIVE SENSES

THE RUN DOWN A growing number of consumers are becoming more concerned

recycling as much as possible. This influences them to try and pur-

with the ingredients used in home cleaning products they purchase.

chase products that are packaged using sustainable or recyclable

These individuals realize that many of the chemicals used in these

materials whenever possible. There is another segment of consumer

cleaning products are not only harsh and abrasive on their skin, but

who seek cleaning products made from natural ingredients that

on the surface they clean as well. They also often have negative

are mildly fragranced due to chemical allergies or sensitivity issues.

effects on the environment due to manufacturing methods used to

These conditions limit them to purchase cleaning and personal

produce them, and because they are not made from sustainable

hygiene products that meet these requirements. Together these

resources. Additionally many consumers are realizing the need to

two segments of consumers make up the target audience for

reduce their environmental footprint through waste reduction and

409 Natural Origin cleaning products.


CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

9.143

ENVIRONMENTALLY CONSCIOUS CONSUMERS DEMOGRAPHIC SEGMENTATION FAMILY HOUSEHOLDS

ADULTS

YOUNG ADULTS

SMALL BUSINESSES

postpone purchasing certain products until they

franchises. Young adults in this segment live small

are on sale or until they find coupons for them.

one to two bedroom apartments or homes that

These responsible consumers always sort out all

are located in the same large cities or metropol-

Consists of young adults to adults (25-65) from

recyclable materials from their waste and often

itan areas where they work. Due to the fact that

Generation Y, Generation X, and the Baby Boomer

even sort out compostable materials also. Their

the majority of these individuals do not have any

Generation. These consumers are aware of the

concern for reducing waste motivates them to

children and are not married, the choose to live

growing importance and need for more products

do things like, refill a thermos or bottle instead of

which are made from sustainable materials and

buying large packs of small plastic water bottles

viduals work full time in a variety of fields and

they offer. These areas often have a wide variety

are able to minimize their environmental footprint

and bringing their own reusable shopping bags to

earn between $55,000 to $95,000 annually. This

of stores, retailers, and shopping centers that

the store when shopping. Those individuals who

provides them with low to moderate levels of

carry the latest products. They also have a large

are financially able have solar panels that produce

disposable income, and are generally responsible

number of restaurants, bars, clubs, theatres, and

all or the majority of their energy, energy effi-

with their finances. Adults with children often

performance centers they frequent.

cient instant hot water heaters, and other energy

regularly save small portions of their income for

efficient home appliances. Many individuals in

their children’s future college expenses. Young

this segment also own hybrid or electric cars, or

adults in this segment are well educated with one

Individuals in this segment purchase products

other cars that receive high gas millage which

or multiple college degrees and are in the early

that are made with natural and sustainable ingre-

enables them to dramatically reduce their carbon

stages of their professional careers. On average

dients because they recognize the importance

footprint. Their purchasing decisions are rarely

they earn between $35,000 and $60,000 annu-

preserving our environment. These individuals also

influenced by brand names or the popularity of

ally, and have a low level of disposable income.

actively attempt to reduce their environmental

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

by using recyclable materials whenever possible for packaging to lower landfill waste. They clean their homes regularly with a variety of cleaning products for specific cleaning purposes (such as surface cleaner, window cleaner, dusting polish, toilet bowl cleaner, disinfectant, floor cleaner, etc.) This segment typically purchase their cleaning

in these areas because the nightlife and activities

any particular product or service. GEOGRAPHIC SEGMENTATION GENDER SEGMENTATION

BENEFIT SEGMENTATION

footprint by purchasing products that are made from or packaged in sustainable and recyclable

Adults in this segment typically live in medium

materials. They want products which are able to

This segment is composed of 65% female and

homes with three to four bedrooms in suburban

meet these needs, but aren’t willing to purchase

35% male. Females make up a higher percentage

areas that are located in medium size cities or

these products if they cost considerably more.

supplies from grocery stores and large discount

of this segment because a large portion of this

towns which are primarily composed of families.

retailers while shopping for other goods. They

target audience segment is composed of family

Given the large percentage of adults who have

purchase cleaning products primarily based on

households, and they’re most often the person

families in this segment, these homes are typically

their effectiveness and performance, but based

who accomplishes the grocery shopping.

located in close proximity to metropolitan areas

their smell or fragrance. While they prefer and try

or large cities or where they work. These areas are

INCOME SEGMENTATION

classified as middle class neighborhoods that

to buy natural cleaning products, they are not willing to purchase those products if their price

All adults with families and single adults within

often have a few medium sized shopping centers

is significantly higher than traditional chemical

this segment have at least a high school diploma.

directly in the area with variety of major chain

based cleaning products. Individuals in this seg-

The majority are well educated, possessing one

stores and retailers. Generally restaurants that are

ment want the most for their money, and often

or multiple college degrees. Typically these indi-

located in these areas are also major chains or

CONSUMERS WITH SENSITIVE SENSES DEMOGRAPHIC SEGMENTATION PARENTS OF CHILDREN WITH SENSITIVE SENSES & ALLERGIES

INDIVIDUALS WITH CHEMICAL SENSITIVITY

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

INDIVIDUALS WITH CHEMICAL ALLERGIES

positions where they’re paid and hourly wage and

cities and towns that are located within proximity

receive basic benefits such as health and dental

of larger cities or metropolitan areas where they

insurance. These positions are often in the retail

work. A small percentage are only able to live in

This segment consists of infants to adults (1-75)

and food service industries. Those Individuals

particular areas as a result of their medical con-

from Generation Y, Generation X, and the Baby

posses a one or multiple college degrees or work

ditions or the medical conditions of other family

Boomer Generation. Individuals in this segment

full time in a variety of fields and earn between

members. For example, those individuals with

require cleaning products that are made from nat-

$55,000 to $95,000 annually. They have low to

allergies or sensitivity issues are sometimes forced

moderate levels of disposable income, and are

to live cites or areas where there are less plant

generally responsible with their finances and have

allergens of or higher air quality. Or they may be

good credit ratings. Adults with children in this

required to live within close proximity of certain

segment frequently save portions of their monthly

medical specialists or hospitals.

ural ingredients due to medical conditions such as chemical sensitivity, chemical allergies, or as a result of having a sensitive sense of smell. The chemicals ingredients frequently found in many traditional cleaning products and solutions can cause these individuals moderate discomfort to severe life threatening allergic reactions. Others in this segment who suffer from scent sensitivity, seek cleaning products that are unscented or mildly fragranced for their comfort (this includes mothers with infants or small children). Due to

are not packaged in those materials. Individuals in this segment are often very loyal to particular brands and products that meet their needs, and rarely try new brands or products unless they have been recommend by other individuals with similar conditions or medical professionals. To ensure they never run out of any of the products their conditions limit them to, they typically purchase two to five items at a time and never wait

income in preparation for their children’s college expenses. Those adults with children that suffer from the medical conditions discussed typically look for employment positions that not only provide competitive financial compensation, but

until they run out before purchasing more.

also provide extensive health insurance plans that

GENDER SEGMENTATION

cover the needs of their children.

these different conditions, they are restricted to a

GEOGRAPHIC SEGMENTATION

small selection of cleaning products which are

Composed of 50% and 50% female. Due to the

often not sold at major grocers and convenient

fact that these medical conditions and sensitivity

These individuals live in small to medium size

stores. When purchasing cleaning and personal

issues affect both genders equally. More adult

homes and apartments in a wide variety of areas.

hygiene products, these consumers demand pro-

women tend to purchase these type of products

A large portion of this segment shares the same

These consumers purchase cleaning products

ducts made from natural ingredients that are

however since a considerable portion of them

geographic segmentation as the last segment and

that are made with natural ingredients that meet

scent free or mildly fragranced and are willing to

are purchasing these products for their infants or

lives in suburban neighborhoods in medium size

their special needs, and are typically very loyal

pay higher prices for those products that meet

children who suffer from chemical allergies and

to certain brands or products. While individuals in

these needs. Many individuals in this segment are

chemical sensitivity, or scent sensitivity issues.

this segment are concerned with the price of

concerned with reducing their environmental

INCOME SEGMENTATION

BENEFIT SEGMENTATION

natural cleaning products, they are willing to pay higher prices for those products that meet their

footprint, and like to purchase products that are packaged in recyclable or sustainable materials

Individuals within this segment typically have at

needs. They also prefer to purchase products that

when possible. However, due to their conditions

least a high school diploma. Those who have not

are made from or packaged using sustainable

they are frequently forced to buy products that

attended college generally work in entry-level

and recyclable materials when possible.


9.146

CHAPTER 9:

sustainable solutions

PROJECT:

sub-brand identity creation & packaging design

CLIENT:

CLOROX 409


CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

9.147


9.150

CHAPTER 9:

sustainable solutions

PROJECT:

sub-brand identity creation & packaging design

CLIENT:

CLOROX 409


CLASS:

packaging 3

INSTRUCTOR:

THOMAS MCNULTY

CATEGORY:

identity & packaging

9.151


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

The new sub-brand name I created for this project clearly communicated the products gentler sustainable ingredients, and also worked well as an add on to the 409 name through abbreviation. The sweeping flowing contour lines of the leaf created for this new identity mark also provided the same visual structural support for the number nine in the brand name just as the bottom curved line segment does in the original brand identity. In order to communicate this new product line’s advanced natural formula I explored graphic elements that incorporated the chemical structure of common natural ingredients used in other cleaning products. These explorations led me to the hexagon pattern which fades in on the front edges of the packaging and labels and extends around to the back. Wanting to clearly differentiate this new product line from other traditional cleaners I wanted to use unique packaging structures that were not used by any of those other products. The structures I selected were not only able to provide this differentiation, but also tied into the hexagon pattern incorporated into the design with their six panels. In order to further differentiate this new product line from traditional cleaners as well as visually communicate their sustainable ingredients and packaging materials, I decided to use a pastel color palette, as apposed to the vibrant primary artificial looking colors typically used for the packaging of traditional chemical based cleaning products. The subtle fade in gradation of the hexagon pattern also worked to effectively visually communicate the gentle yet effective nature of these new products.


FLAVOR FLUX MAGAZINE CONCEPT PRINT & IDENTITY


10.156

CHAPTER 10:

formulating a new flavor

PROJECT:

concept magazine creation

CLIENT:

FLAVOR FLUX

PROJECT OBJECTIVES

To create a new publication that focuses on the latest flavor trends and how they are being incorporated by chefs, and into new products by the food and beverage industries. This publication should focus on current flavor trends and also identify the next big flavor trends right around the corner. Feature stories should examine the characteristics of new flavors as well as any health benefits associated with the unique ingredients that contain these flavors. Editorials and other articles should examine chefs who are already incorporating these flavors, and new food and beverages products that contain these flavors. Other topics or subjects will include recipes, reviews of new culinary tools used for cooking or creating drinks with those ingredients, and restaurant reviews. The visual style created for this publication should reflect the innovative, experimental, and contemporary subject matter it focuses on. This will be accomplished through the use of innovative typography and layouts that have a modern flare, whose structure is inspired the type of lines and forms seen in modern architecture.

TARGET AUDIENCE RESEARCH ANALYSIS TRENDY TASTERS

CULINARY CREATIVES

INDUSTRY INNOVATORS

THE RUN DOWN With the steadily rising popularity of cooking and restaurant review

are anxiously looking for ways to stay informed. These culinary cre-

programs on channels such as the Food Network, there is a growing

atives, industry innovators, and foodies all enjoy frequently dining

market of foodies, chefs, restaurateurs, and business professionals

out, and have a preference for fine dinning and critically acclaimed

working in the food and beverage industry who are always actively

restaurants that feature tasting menus and molecular gastronomy

looking for the next big flavor trend to capitalize on. As a result of

prepared well known or celebrity chefs who are typically some of

the increase in television programing and magazines that focus on

the first to implement the latest flavor trends. Given their passion

new culinary trends and restaurants the average consumer is now

for food and beverages, its not surprising that the majority of these

becoming more informed the latest developments. This means that

individuals as enjoying cooking for themselves or for guests when

those people who work in the restaurant and food and beverage

entertaining. When they do, they prepare dishes and serve cocktails

industries need to be able to identify the next new flavor trend even

(or other drinks) featuring these new flavor trends and often serve

more quickly in order to capitalize on it. It also means that those

wines which compliment those flavors. With this target audience in

trend-setting foodies who pride themselves on being able to iden-

mind the concept for Flavor Flux Magazine was created to keep

tify the newest flavor trends before the rest of the general public

this target audiences well informed of the next big flavors trends.


CLASS:

print 1

INSTRUCTOR:

CLAUDIA MIDDENDORF

CATEGORY:

identity & print

10.157

TRENDY TASTERS DEMOGRAPHIC SEGMENTATION FOODIES

COOKING ENTHUSIASTS

YOUNG ADULTS

CULINARY STUDENTS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION Consists of young adults to adults (25-45) from Generation Y and Generation X. These individuals

interested in the latest food and flavor trends. The

is less responsible with their finances, electing to

percentage of males is likely to increase however

spend most of their income to enjoy themselves.

in the future, as more become interested in food

Some individuals in this segment have inherited

and the culinary industry.

or obtained sizable amounts of money through trusts provided for them by family members.

INCOME SEGMENTATION

frequently dine out at the latest new restaurants

GEOGRAPHIC SEGMENTATION

that serve the latest style cuisine or prepare dishes

These individuals are typically well educated with

using the latest culinary techniques and trends.

one or more college degrees. They work in a wide

Individuals in this segment reside in large cities

On special occasions or to treat themselves they

variety of professional fields and are very career

or in smaller cities and towns located just outside

will visit critically acclaimed or awarded establish-

oriented. As a result they make a good living earn-

of large metropolitan areas. They live in areas like

ments, such as those who have received Michelin

frequently purchase designer apparel products

ing between $60,000 to $125,000 annually. This

these because they have a very active social life,

stars or are home to celebrity chiefs. Due to the

and accessories. The reason they purchase these

provides them a sizable disposable income which

frequently eating out, attending concerts, going to

frequency with which they dine out, they are very

products is because of their style and the status

enables them to purchase the high-end products

music clubs, visiting museums, and attending a

well informed of the latest flavor trends. One of

symbolism associate with them. This also extends

and services they prefer. The vast majority are very

variety of other social events. Individuals who live

the reasons they read this type of publication is to

to the type of cars they purchase, leading them

financially responsible, regularly saving portions

in cities typically own or rent an apartment, flat,

learn how to prepare new dishes incorporating

to purchase luxury sedans, sport utility vehicles or

of their income or investing it. A small percentage

or loft that is located in the center of the city. The

the latest flavor trends. Their love of all food and

sports cars. When vacationing these individuals

other portion of this segment that lives in smaller

beverages allows them to be more open to new

enjoy traveling to international destinations which

cities or towns in close proximity to large metro-

flavor experiences and gives them a more refined

offer unique cultural experiences and activities

politan areas own townhouses or small homes

flavor palette than other people. This segment is

or those that feature luxurious accommodations

that are designed in a modern architectural style.

also very update with the latest fashion styles, and

where they are able to pamper themselves with

BENEFIT SEGMENTATION

high quality service. This segment also tends to be very health conscious, eating a well balanced diet

They subscribe or purchase this publication to be

and exercising regularly at a local gym or by parti-

up to date with the current flavor trends. Many of

cipating in recreational sports. Over fifty percent

the individuals in this segment pride themselves

of the households in this segment have no children

on being “trendsetters,” and often turn their friends

or no desire to in the future.

and family onto the latest food, beverage, flavor, and restaurant trends. They also read this publica-

GENDER SEGMENTATION

tion because they enjoy cooking and entertaining, This segment is composed of 45% male and 55%

and it contains recipes that incorporate the latest

female. Females make a higher percentage of this

flavor trends, new culinary techniques, and new

segment because they generally tend to be more

products featuring the latest flavor trends.

CULINARY CREATIVES & INDUSTRY INNOVATORS DEMOGRAPHIC SEGMENTATION CHEFS

RESTAURATEURS

RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION

MIXOLOGISTS

SOMMELIERS

BAKERS

FOOD & BEVERAGE MANUFACTURERS

feature these latest flavor trends. This segment

industries, where they are required to be aware

subscribes or purchases this publication to gauge

of the next new flavor, food, and beverage flavor

the success of flavor trends and to find ways to

trends before the general public.

This segment consists of young adults to adults

to implement them. Reading the publication also

(25-65) from Generation Y, Generation X, and the

allows them to analyze the current movement in

INCOME SEGMENTATION

Baby Boomer Generation. They enjoy eating out

These individuals are typically well educated with

at casual fine dinning to fine dinning restaurants

one or multiple college degrees in areas which are

as well as those which offer tasting menus and

directly related to the fields they work in. Given

molecular gastronomy menus. These individuals

that a large portion of this segment works in lead-

recognize the importance of being the first to

ership or management positions in their field or

implement these new trends into their menus and

industry, they have a higher than average income

products in order be able to quickly capture and

level. On average they earn between $60,000 to

capitalize on the lucrative market segment which

$150,000 annually. Individuals in management or

frequently dines out and purchases the latest

leadership positions in large food and beverage

new flavored products. Another reason that those

manufacturers or restaurant chains frequently earn

who work in the restaurant industry frequently

even more. These above average income levels

dines out is because it allows them to check out

provide this segment with a high level of disposable income, allowing them to purchase the high

other restaurants that they compete with. The individuals within this segment typically purchase

flavor trends to try and predict what the next new

quality products and service with little concern of

their groceries from gourmet grocery stores that

trend in flavors might be. Although this segment

their price. They are very financially responsible

frequently eats out, they enjoy cooking for them-

and often have less debt than the most people.

selves, family, and friends at home. Generally this segment aware of trends in other industries such as fashion, music, and architecture. They have a highlevel of disposable income allowing them to purchase the latest products and services they desire. This segment purchases apparel products and accessories produced by designer brands. GENDER SEGMENTATION

GEOGRAPHIC SEGMENTATION

a higher than average property value and are considered upper class neighborhoods. Those who live in small cities or towns own homes with four to five bedrooms and large well manicured yards, and often have children. These homes are located in good school districts close to larger cities or metropolitan areas a wide variety of restaurants, museums, and theaters. The other portion of this segment lives in the heart of these large cities or metropolitan areas where they own large sized apartments or lofts that are often in upscale highrise buildings. These individuals are very focused on their careers and as a result often don’t have children or plan to in the future. Most have very

Individuals in this segment live in areas that are

active social lives, going out three to four nights

located in close proximity to their jobs. They tend

a week to enjoy the city nightlife.

to own homes and apartments in areas that have BENEFIT SEGMENTATION They read this publication because the jobs they have require them to be up to date with the latest

carry higher quality products than the large supermarket chains like Safeway, Lucky, and Nob Hill.

This segment is composed of 65% male and 35%

flavor trends. Many of the individuals within this

They prefer gourmet grocery stores like Draeger’s,

female. Males make a larger percentage because

segment pride themselves on being “trendsetters,”

Adronico’s, and Whole Foods. These stores also

they work in more leadership or management

and often turn their friends and family members

tend to be the first to carry new products which

positions in the food service and manufacturing

onto the latest flavor trends.


10.160

CHAPTER 10:

formulating a new flavor

PROJECT:

concept magazine creation

CLIENT:

FLAVOR FLUX


CLASS:

print 1

INSTRUCTOR:

CLAUDIA MIDDENDORF

CATEGORY:

identity & print

10.161


10.164

CHAPTER 10:

formulating a new flavor

PROJECT:

concept magazine creation

CLIENT:

FLAVOR FLUX


CLASS:

print 1

INSTRUCTOR:

CLAUDIA MIDDENDORF

CATEGORY:

identity & print

10.165


10.166

CHAPTER 10:

formulating a new flavor

PROJECT:

concept magazine creation

CLIENT:

FLAVOR FLUX


CLASS:

print 1

INSTRUCTOR:

CLAUDIA MIDDENDORF

CATEGORY:

identity & print

10.167


PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS

The goal for this project was to create a new monthly publication about a a unique subject or topic that interested you which was not already offered. After brainstorming and generating a list of different topics, I decided on this topic due to my many years of working in the restaurant industry. Wanting to differentiate their business from others and be the first to offer new types of dishes featuring the latest popular ingredients and flavors, chefs and restaurateurs are always looking for ways to be ahead of the trend. With this in mind, I created Flavor Flux magazine. This monthly publication was created to identify the next flavor trends and provide a variety of different information like recipes, innovative chefs establishing those new trends, food and beverage products featuring those flavors, the possible health benefits of those ingredients or products, and where to obtain ingredients or products featuring those flavors. My initial research and target audience analysis led me to examine what other types of monthly publications this target audience might read, as well as other interests or preferences they might have. After thoroughly exploring those areas and identify key similarities between them, I was then able to begin creating and effective design solution. This theoretical target audience was generally very well informed about areas such as fashion trends, interior design, and architecture. Realizing these perspective readers had an eye for sophisticated modern style design, I looked at other types of publications they might read to identified typographic and stylistic elements that should be incorporated into the design. One of the first things I discovered in the many different publications I examined, was the regal and sophisticated feeling they achieved through using very selective color palettes and copy typically set in a traditional black on white background (unlike many of the food & beverage magazines found at the check out line of the grocery store which often set type over of full bleed images or background patterns). With this in mind the page designs I created incorporated ample white space with small images containing the kinds of color palettes you would likely to find in modern art. Outside of the color seen in the images that accompanied the stories, I used color very sparingly and always for a specific purpose, like to signify new paragraphs or to establish an effective visual hierarchy within the page layout. By keeping the design very clean and uncluttered with unnecessary elements I was successful in creating this sophisticated monthly publication concept design.


COLOPHON Typefaces: Gotham & Prestige Elite Paper: Neenah Classic Crest, Solar White 80lb Printed: Jungle Copy, Palo Alto Ca. Cover: Taurus Bindery, San Francisco Ca. Camera: Nikon D200 Software: CS6, Perfect Photo Suite 7, Sofortbild


Profile for Kevin  Beutelspacher

Creative Construction  

Graphic Design Portfolio — print, packaging, identity, web, creative direction

Creative Construction  

Graphic Design Portfolio — print, packaging, identity, web, creative direction

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