process book · who we are and how we define ourselves is closely tied to outside influences, like...

BRANDING YOUTED2021PROCESS BOOK

Matthew Furber03.19.2019

3 PROPOSAL

PROPOSAL........................................... 3MOOD EXPERIENCE............................ 6PERSONAS.......................................... 14LOGO DESIGN...................................18BROCHURE DESIGN..........................23TICKET DESIGN..................................28BADGE DESIGN..................................31WEB DESIGN......................................34CONVENTION SPACE........................39

PROPOSAL 1

4

PROPOSAL

PROPOSAL

PREMISE Whoweareandhowwedefineourselvesiscloselytiedtooutsideinfluences,likethethingswewear,thecarswedrive,and the sports teamswe love. It defines us on an individuallevel, and on a group/societal level. These influences are allcarefullycraftedbydesign/marketingmethodologiesofcorpo-ratebrands.Iproposeaconferencethatfurtherexploresthisre-lationshipbetweenhowweseeourselvesandhowthatrelatestothebrandswemostcloselyidentifywith.Thisconferencewillexplorethisthroughsevenwell-definedsections:

• How we represent our identity as a society,during the Cold War the unique ways Cap-italism and Communism was influenced bybranding.IncludingtheAbstractExpressionismexhibit that traveledEasternEuropeandwasfundedbytheCIA.Also,howJacksonPollockwas representative of American exceptional-ism.Youthgeneration in theWarsawPact forLevisandBeatlesalbumshelpedthefalloftheSovietUnion.

• Then,focusingonhowwhatyouwearandhowit representsyou.Butasweseek tobemoreindividual,areweactuallyjustfreeadvertisingwithbrandlogosonourapparel,andadsbeingcarefullytailoredtous.Howdosociallyinfluen-tial individuals(proathletes,musicians,realityTVstars)makecertainbrandsmoredesirabletous.

• Thisdesirabilitycanhavetheeffectofmakingcertainbrandsanewtypeoftribalism.Modernbranding is replacing ceremonial masks and

LOCATION The conferencewill take place in Portland,Oregon.Thisdynamicandmodernmetropolisisuniquelysituatedforthis conference as it is the home of Nike,AdidasAmerica(whichhousestheirglobalmarketingdepartments),WacomofAmerica, Intel, andmany satellite offices for brands likeUnderArmour,Microsoft,Amazon,etc.TherearealsoworldfamousadvertisingfirmslikeWieden+KennedyinPortland.

otherritualistictotemsinthemodernworld.Ex-amplesofthis,isinthe1990stheL.A.Raidersbecomesasymbolofyouthculturethroughitstiestogangsterrapartists.

• Thisconsumerismfueledbrandingnowstretch-es across the world. Opportunity for successmanytimes isrepresented in thirdworldmar-kets.Manytimescorporationspricetheirprod-ucts slightly out of median income range tomakethemevenmoredesirable.

• The inflated price of products, the scarcity ofcertainproducts,andthewantofthebrandcanleadtoviolence.

AUDIENCE A relatively small population with a disproportionateamountofindividualsaretiedtotheexecutionofdesignandmarketingforsomeofthemostvisibleandinfluentialbrands

5

PROPOSAL

PROPOSAL

DEMOGRAPHICS

The initially targeted demographic would be youngprofessionalsandcreativesinthisfield,witharelativelyhighlevelofeducationandmiddleclassandaboveincomelevels.Othersdemographicswouldbepeoplethatareinterestedinsocialmanipulationtoolsandstrategies,andindividualsthatlovethesespecificbrands.

HUMAN NEED Howweseeourselvesislargelycraftedbybrandiden-tifiers,andwhatweconsideras individualchoice isheavilyinfluencedbyoutsideinfluencers.Thepressureoftheindivid-ualtobeacertainway,tospendmoney,towantnewthingsisanintegralpartofourcapitalistsociety,andhastransmutedgloballyeven tohistoricallycommunistcountries likeChinaandRussia.

RESEARCH METHODOLOGY Weshouldbeginby lookingathistoricalmaterial forreference,takingapagefromthepastsowecanbetterun-

intheworld.Thisistheperfectaudienceforthisconference,astheyareprofessionalswithexposuretotheinnerworkingofbrandstrategy.Thatsaid,thedynamicsofunderstandingsocial and human identity through branding will appeal topeopleofallagesandbackgrounds; influencers,socialsci-entists,psychologists,andthegeneralpublicatlarge.

derstand thepresent.Thiswill includedvariousbooks, articles,andvisualmaterials.Thenwe’llmoveintosalientpresentdayma-terials,especiallyonsocialplatformsandwithnewmediainfluenc-ers.Studyingdocumentaryfilmsonthesubjectmatter,andbrand-ingassetslikecommercialsandads.Therealsoisalotinterestingacademicresearchbasedonthepervasivenessofbrandingandadvertising.

COMMUNICATION STRATEGY

Theconferencewillbebrokendownintowelldefinedsections,eachwithakeynotespeakerandpresentation,ad-ditionalsupportworkshops,anddisplaysallcenteredaroundthat specific section. These sections will then be visuallytranslatedindistinctlandingpagesontheconferencemicro-site,andthiswillbereplicatedintheeventbrochure.Anex-ampleofthespeakerswillbeLynnMerrit,formerNikeexec-utiveandpartofLeBronJames’sinnercircle.

COMMUNICATION GOALS Howweseeourselvesislargelycraftedbybrandiden-tifiers,andwhatweconsideras individualchoice isheavilyinfluencedbyoutsideinfluencers.Thepressureoftheindivid-ualtobeacertainway,tospendmoney,towantnewthingsisanintegralpartofourcapitalistsociety,andhastransmutedgloballyeven tohistoricallycommunistcountries likeChinaandRussia.

MOOD EXPERIENCE 2

MOOD EXPERIENCE

8TYPOGRAPHY

color flow

gradient swatches

accent colors

WithmycolorsIwanttoreallystayfocusedonastrongblacktowhitegradationandthemusecoolandhot(blues,andreds)asawaytopoptheblackandwhite.I’musinglenticular3DandVHScolorseparationasaninspiration.ThenI’mgoingtoaddsoearth-tonesinthecolorgradingofthephotos.Finally,I’mgoingtopopcertainelementsandtypewithaccentcolors,tojustgiveastrongoutlinetokeyelements.

COLOR THEORY

CD3327

D9E857

FFFFFF BEBEBE 747474 414141 414141

MOOD EXPERIENCE

9ACTION WORDS

CollageImprint

Texture

OrganicGeometry

IwantedtofindandapplysomespecificwordstothewayinwhichIwilldesignthebrandingforthisconference.Thesewillhelpguidemethrougheachstageofthedesignprocess.Texture:Tostayawayfromflatcolorshapeswheneverpossibleand incorporateprints (JacksonPollockpaintings,EleJordanTexture)Collage:Usethehumanisticqualityofcollageasawaytocon-veyidentity.Imprint:Makeastrongfirstimpressionwiththedesigns.OrganicGeometry:Makegeometricshapesaccentuatehumanandnaturalshapes.

Push the envelope and commit design faux pas

ACTION WORDS

PERSONAS 3

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PERSONAS

AGE

OCCUPATION

STATUS

LOCATION

Motivations Personality

TechnologyGoals

Bio

Extrovert Introvert

Sensing Intuition

Thinking Feeling

Judging Perceiving

Computer & Internet

Software

Mobile Apps

Social Networks

Needs

Power

Social

Growth

Achievement

Fear

Incentive

29Shoe DesignerSinglePortland, OR

Growing up David loved to draw and create. He went and studied design in college in his hometown of Houston, and decided to focus on shoe design. While at university he did an internship at Adidas in Portland. After finishing his degree he moved to Adidas to work as a designer, and has been going strong ever since. He’s interested in branching out, and looking into marketing etc.

• Understand how what he designs is important to others.

• Meet people that are also into shoe culture.

• Meet professionals, like other designers, and learn from them about their fields and how that is directly related to what he does.

To become more connected to designers like himself, and also others who are in different creative fields.

DAVID K.

LOGO DESIGN 4

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LOGO DESIGN

FINAL

BROCHURE DESIGNAfterconsiderabletrimmingIlandedontheseasthefinalmock-ups.Theemblemwillneverbepartoftheothertwo.

VECTOR & MOTION MOCKUPS

TED LOGO

CONFERENCE LOGO

2121TED

YOUYOU

BROCHURE DESIGN 5

25

BROCHURE DESIGN

FINAL DESIGN: BIFOLD

With thefinalversion I fixedsome registrationerrorsandtriedtofindahappymediumbetweentheblackandwhitedesignandcolorelements.

BIFOLD DESIGN: FINAL PRINT

26

BROCHURE DESIGN

FINAL DESIGN: BIFOLD

BROCHURE DESIGN

27

BROCHURE DESIGN

FINAL DESIGN: BIFOLD

SamplesNotePrintedatfull-sizeandreducedatlettersize(8.5inx11in).Paperstockisa32#semi-gloss80weighttreated.

TICKET DESIGN 6 TICKET DESIGN

30

TICKET DESIGN

FINAL DESIGN

BADGE DESIGN

SideA

SideB

WEB DESIGN 8 WEB DESIGN

35

WEB DESIGN

GRID

Iwantedtobuildmywebsiteprototypetomatchmyactionwords.For‘impact’Idecidedonfullcolorbackgroundsandparallaxscroll-ingtext.Ialsowantedtokeepit“boldinB&W”.ThentogiveitacraftedlookIkeptnavigationsimple.Ibuilttheimagesfirstandwentfromthere.

CONCEPT

BackdropAssets

36

WEB DESIGN

GRID

WEB DESIGN

The grid was developed inAdobe XDwith12columnsat1080pixelsacross.

GRID SET UP

The landing pagewas built with aloopingvideoshowingthebedroomofaHongKong20somethingyrold.

ViewPrototypeHere

37

WEB DESIGN

FINAL DESIGN

HomePage

38

WEB DESIGN

FINAL DESIGN

CONVENTION SPACESpeakerPage

CONVENTION SPACE 9

40

CONVENTION SPACE

POSTERS

CONVENTION SPACE

ForthespaceIwantedtomixB&Wimagerywithcolorimagerysimilartothecolorseparationprocessinprinting.Iwantedtofocusinonuniqueindividualsandpersons.Istartedwithlargevinyls.

CONCEPT

VinylPoster1 VinylPoster2

VinylPoster3

41

CONVENTION SPACE

POSTERS

Iwantedtokeepthebrandingminimalandfocusonthe image.Iaddedageometricelementtotieitbacktotheothermaterials.Theseposterswouldpopulatethespace,hangingfromtheceiling,onthewalls.

VINYL POSTERS

VinylPoster4

Mock-upinspace.

42REGISTRATION DESK

CONVENTION SPACE CONVENTION SPACE

Image

FortheregistrationdeskIrepeatedtheimagefortheoutsidefacadeandbanneredthewholedeskelementandwallbehind.Ithenaddedatricolorposterforasplashofcolor.

REGISTRATION DESK

Mock-upinspace.

43STANDEE DESIGNS

CONVENTION SPACE

Iwantedtheretobeclearplasticstandeeswithsemi=transparentim-agesthatpopulatethehallwaysinsuchawaythatattherightanglethethreecoloredimageswouldblendtogethertogivetheimpressionofoneimage.

STANDEE CONCEPT

ImageA ImageB Mock-upinspace.

44BALLROOM

CONVENTION SPACE CONVENTION SPACE

ForthepresentationsIimaginedthreeindependentscreensonstageandthenholographicscreensintheaisles,eachilluminatedbyprojectors.

BALLROOM CONCEPT

Mock-upinspace.

45EXTERIOR

CONVENTION SPACE

For the building exterior I repeated the imagery of the registrationpieceasadot-printedvinylthatdoesn’tobstructtheinsideviewfromthewindows.Ialsoaddedthetricolorimagesforasplashofcoloronbannersbythesidewalk.

EXTERIOR CONCEPT

Mock-upinspace.

matthewfurber.art@gmail.com