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Making Happy Campaign for the redesign of Duke Energy as they merge with Progress Energy.
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Progress Energy is now Duke Energy. The Making Happy campaign will achieve national
brand awareness among the target audience as Progress Energy merges with Duke
Energy. Success will be measured via achieved status as number one utility company
in America for customer service, operations and sales. This campaign will prospectively
increase revenue by 10% over the next 5 years; as measured in a P & L Statement.
1.0 Research...................................................................1 - 21.1 Overview......................................................................................................................3 - 4
1.2 S.W.O.T Analysis..........................................................................................................5 - 6
1.3 Demographics..............................................................................................................7 - 8
1.4 Target Audience.........................................................................................................9 - 10
1.5 Research Paper........................................................................................................11 - 12
1.6 Campaign Project Brief..............................................................................................13 - 14
2.0 Style guide...........................................................15 - 162.1 Logo.......................................................................................................................17 - 18
2.2 Color & Typography...................................................................................................19 - 20
2.3 Imagery....................................................................................................................21 - 22
2.4 Business Cards........................................................................................................23 - 24
2.5 Letterhead & Envelopes.............................................................................................25 - 26
2.6 Advertisement..........................................................................................................27 - 28
2.7 Online Communication..............................................................................................29 - 30
2.8 Website...................................................................................................................31 - 36
2.9 Motion Graphic.........................................................................................................37 - 40
Table of Contents
3.0 Creative Development......................................41 - 423.1 Moodboard..............................................................................................................43 - 44
3.2 Logo.......................................................................................................................45 - 50
3.3 Print Media Sketches................................................................................................51 - 52
3.4 Website Development...............................................................................................53 - 56
3.5 Motion Graphic.........................................................................................................57 - 58
4.0 Final Designs.......................................................59 - 604.1 Communication........................................................................................................61 - 62
4.2 Advertising...............................................................................................................63 - 68
4.3 Website...................................................................................................................69 - 70
4.4 iPad Application........................................................................................................71 - 72
4.5 Motion Graphic.........................................................................................................73 - 74
5.0 Credits..................................................................75 - 765.1 References..............................................................................................................77 - 78
5.2 Image References....................................................................................................79 - 82
1 Duke Energy
1.0 research
2
1.0 research
3 Duke Energy
1.1 research
4
Progress Energy and Duke Energy are two leading
utility companies targeted to merge by the end of
2011 under the name Duke Energy. This merger
has come about in the best interest of shareholders
and customers as it will result in creating the largest
regulated utility company in the United States.
The transformation will enable Duke Energy to
invest in abundant new technologies as they enter
a building phase to reduce environmental footprints
and become more efficient (Duke Energy, 2011). A
merger will make growth possible by combining and
increasing financial assets. Reduced consumption
of fuel along with a joint dispatch of energy services
will translate into immediate customer savings. What
this denotes is that Duke Energy is headed in a fresh
direction energized by a new business strategy.
In order to ensure that Duke Energy’s brand reflects
their current values, the company must rebrand
to create one unified identity which will mirror the
change in direction that the merger will bring about.
According to Kathryn Best, author of Design
Management, “A corporate identity expresses the
values and beliefs that an organization stands for,
and these values and beliefs will be outlined in the
company’s brand and mission statement” (Best,
2006).
Launching a rebranding campaign will benefit Duke
Energy in the following ways: it will preserve brand
positioning within the marketplace, serve to inform
customers and shareholders of the merger, invoke
confidence from the target audience, and additionally
elude current fears of using nuclear energy due to
bad press regarding the recent nuclear disaster
in Japan. The campaign will accomplish all of the
above via the target message: “Duke Energy is a
safe energy provider that will put your mind at ease
so you can enjoy life.”
The design strategy will use imagery and graphics
for storytelling; styled in a retro and contemporary
fashion.
REBRANDINGThe Merger Between Progress Energy and Duke Energy
5 Duke Energy
1.2 research
• Great customer service
• Diversified portfolio
• Operational Excellence
• 57 gigawatts of energy production capacity
• Largest nuclear fleet
• Community involvement
Strengths• Limited financial access
• Limited territorial coverage
• Safety
• Aging structures
WeaknessesS W
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• Increasing demand for energy
• Energy efficiency initiatives
• Investment in new technology
• Trend moving towards sustainable, clean energy
• Increase brand awareness nationally
Opportunities• Weather conditions
• Environmental regulations
• Fluctuations in commodity prices
• Negative press about nuclear energy due
to Japan disaster
ThreatsO T
7 Duke Energy
1.3 research
BRAND ATTRIBUTES
DEMOGRAPHICSclean
progressive
diverse
technological
green
affordable
safe
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TARGET MARKET
ages 24 - 65
median income
any marital status
post secondary education
blue collar / white collar
south west u.s.a.
gender neutral
families
green minded
bargain shoppers
technology enthusiasts
business & industry
community activists
go getters
9 Duke Energy
1.4 researchName: Jacqueline WebbGeographic Location: Jacksonville, Florida
Personal InformationAge: 26Gender: FemaleEducation Level: 2yr DegreeIncome: $22,253Occupation: Hair Dresser
Target Demographics
Family: Married with three children; two boys (ages 7 and 5) and one girl (age 3)Social Life: Community BBQs, basketball, park, bike riding, primarily cooks homemade mealsSocial Media: Facebook, iPhoneCultural: Jazz, singing in choir, fashion lover, cookingPolitical: Democrat; Obama supporterEthnicity: African AmericanPersonal Values: Safety of family, affordable medical careClubs / Tribes: Smartphone user, coupon cutter, gossip queen
Target Attributes
Jacqueline is a strong woman. She became pregnant while in Cosmetology School but made it through with support from her husband and parents. She married young to her high school sweetheart. Early on they struggled with finances but they are now becoming more stable. Jacqueline’s husband was a football player in high school, though he did not obtain enough scholarships to afford college so he is employed as a delivery driver. Jacqueline’s husband hopes to one day return back to school. They must both work to maintain a middle class income. Jacqueline’s husband helps out around the house to ease her workload.
The Webb’s just purchased their first home. Jacqueline and her husband chose to reside in the area which they grew up because a close family is important to Jacqueline. She keeps her family healthy by playing sports on the weekends including basketball and bike riding. She contributes to their education through bedtime stories and flash cards. Her children are well behaved. Her daughter is somewhat shy though the boys are tough and love to roughhouse.
Jacqueline loves working at the Hair Salon because she has a very social personality. Her friends include the women she works with, her clients, and church community. Grandparents and neighbors help watch over the children when both Jacqueline and her husband are at work.
PersonasAge: 26Gender: FemaleEducation Level: 2yr DegreeIncome: $22,253Occupation: Hair Dresser
Target Demographics
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Age: 34Gender: MaleEducation Level: High SchoolIncome: $33,137Occupation: Metal Fitter
Target DemographicsName: Dan ParkerGeographic Location: Raleigh, North Carolina
Personal Information
Family: Divorced, one daughter (6 years old)Social Life: Hanging out with buddies from work, online video gamesSocial Media: Facebook, Xbox LIVECultural: Reads science fiction, movie loverPolitical: Republican, doesn’t voteEthnicity: White; primarily Irish heritagePersonal Values: Selfless to friends in need, believes that if you do good to others than good will happen to youClubs / Tribes: NASCAR enthusiast, local bar patronFaith / Religious Beliefs: Atheist
Target Attributes
Dan has never been good with women. He overworks himself and then comes home tired and just wants to relax. This means that he does not have enough energy left over to really give a lover the attention they need. That is why his ex wife left him. Dan only gets to spend time with his daughter every other weekend plus Tuesdays. He makes the most of the time he gets with his daughter and wishes he could be a better father to her. Dan’s environment is usually messy. He lives in a two bedroom apartment. Dan does a quick cleanup every weekend so that his ex won’t think he’s a slob when she drops off Kelsey.
Dan spends most of his evenings eating processed foods, and playing video games. For fun he goes out drinking with the boys and watches NASCAR. He enjoys reading science fiction, especially the Ender’s Game series because he longs for adventure and a break in daily routine. Dan is hopeful that good fortune will eventually come his way, though he puts in little effort for change outside of his daily routine. He has a savings fund for his daughter so that she can have a chance at education that he was never given.
11 Duke Energy
1.5 research
Progress Energy and Duke Energy plan to merge by the
end of 2011. This merger has brought about a need
for a revised brand image which will encompass the
values and vision of the resulting fused company. The
campaign will rejuvenate public views of nuclear energy
as well as inform customers and shareholders of the
company merger. The “Making Happy” campaign will
find commonalities between Progress Energy and Duke
Energy in history, current goals and vision for the new
direction of what will be Duke Energy. The campaign
will utilize the three key tenants: clean, progressive,
and diverse to build a message that tugs at audience
emotions by way of lifestyle advertising (a type of
advertising which sells a lifestyle rather than a product).
Research PaperAbstract
The advertising strategy will target parents and humanize
the company by using the voice of a father talking
about his child for body copy. Duke Energy’s advertising
problem will first be solved by means of rebranding
the company image. This will include the creation
of a new logo and tag line, as well as an updated
company appearance. The new brand image will use
color and typography to create a relaxed feeling which
will tie into the emotional aspect of lifestyle advertising.
Avenues of advertising will include daily operational
components such as internal-use forms and templates
for communication; print material, online advertising via
website and social media, billboards, magazines and
commercials. The problem will furthermore be resolved
by educating the target audience by way of facts
applied to body copy in advertising materials.
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Even though atomic energy has been studied and
developed for over 100 years, people still do not trust
it. In the early days mistakes were made and public
faith was lost. Natural disasters, blown out of proportion
by the media, have not helped nuclear energy in
regaining the confidence of the public. Nuclear power
and its operators today are stringently regulated and
supervised. Radiation protection has vastly improved.
Many changes have been made for the better to ensure
public safety. Every energy source has its risks, but
these risks are being kept at a minimum via policy,
regulations, and improved technologies. Still, people
are afraid of that which they do not understand; thus
the “Making Happy” campaign must educate the public
so that they will grow to trust nuclear energy as a safe
reliable power. It is resolved that the “Making Happy”
campaign will support the birth of one unified company
from the merger of Progress Energy and Duke Energy.
The campaign will do so via print material, online, and
commercials. The reexamined brand image will reinforce
Duke Energy’s standing as the largest utility company in
the United States.
Findings
13 Duke Energy
1.6 research
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Campaign Project Brief
Progress Energy is merging with Duke Energy under the name Duke Energy. Products and services include energy generation and transmission by way of coal, gas, oil, nuclear, hydro, wind and biomass.
Duke Energy is the only utility company that utilizes research and technology to put sustainability and affordability above immediate profitability for penny pinching parents mostly in the United States who need dependable energy in an era of increasing technology dependence.
Our goal is to achieve national brand awareness among the target group as Progress Energy merges with Duke Energy.
We have a broad audience including adults living in the Carolinas, Florida, Indiana, Kentucky, and Ohio. The target audience includes Blue Collar and White Collar workers of a median income; many of which are parents on a tight budget.
We envision a world with sustainable clean energy that is safe and will not leave behind waste and pollution for future generations. We want to become the largest utility company in the United States.
Power to serve. Power to save.Change the earth with change to spare.
Change PowerSafe CalmingTechnological CleanProgressive EstablishedNoble ReliableGreen HappyWhimsical
Synopsis
Unique Selling Proposition
Goal
Target Customer
Vision
Taglines
Visual Criteria
15 Duke Energy
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2.0 style guide
17 Duke Energy
2.1 style guide
The FULL COLOR LOGO is the
regular version. It is to be used in all full
color and offset printing materials, online
communication, advertising and motion
graphics.
The GREY SCALE LOGO is to be used
in everyday black and white printing. Such
documents include memos and forms.
There are six approved versions of the Duke
Energy logo. Included are three logos with
the tagline as well as three without.
Logo
The TWO COLOR LOGO is meant for
thermographic printing. For this process
green is Pantone 338U and grey is printed
with silver foil. The two color logo will be
used in formal printing such as invitations.
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Minimum Size: .5” x 2”
Clear Space: .25” around entire logo
Do use the logo on a white background
Do use the logo on a black background
Do use the logo on a Pantone Black 4 U background
Do not change the logo font
Do not use background colors other than those designated
Do not set the logo over an image
Do not adjust X and Y coordinates of logo independently
Do not degrade quality of the logo through photocopying copies
Do not use logo if it looks pixilated
Usage guidelines are established to ensure the brand is not
tarnished unintentionally. Acceptable Duke Energy logo files are
located on the DVD which accompanies this Style Guide.
Do use the logo with a stoked rectangle for colored background
Do not change the logo colors Do not apply a stroke to the logo
19 Duke Energy
2.2 style guide Color
PANTONE338 U
CCE33B
R: 204 G: 227 B: 59
C: 24 M: 0 Y: 91 K: 0
PANTONE130 UF99A1A
R: 249 G: 154 B: 26
C: 0 M: 46 Y: 99 K: 0
PANTONEHexachrome Magenta U
FC4690
R: 245 G: 78 B: 150
C: 0 M: 84 Y: 5 K: 0
PANTONE556 U659BE
R: 101 G: 155 B: 142
C: 63 M: 24 Y: 47 K: 2
PANTONE331
A1E7CF
R: 161 G: 231 B: 207
C: 34 M: 0 Y: 25 K: 0
PANTONECool Gray 5 U
ACADAE
R: 172 G: 173 B: 174
C: 34 M: 27 Y: 26 K: 0
PANTONE13954 UA97C50
R: 169 G: 124 B: 8
C: 30 M: 50 Y: 75 K: 9
PANTONEBlack 5 U685956
R: 104 G: 89 B: 91
C: 56 M: 59 Y: 53 K: 26
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VoiceFatherly. Wise. Inspiring.
The voice of Duke Energy is optimistic and
inspiring. It is warm and caring like that of a
parent and wise with experience. Wording
should be slightly formal. Do not use slangs
or a colloquial voice.
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CHANGE THE EARTHwith Change to SpareWhat will you leave behind for the next generation?Every parent wants their child to have opportunities they never had...
CHANGE THE EARTHwith Change to SpareWhat will you leave behind for the next generation?Every parent wants their child to have opportunities they never had...
Heading: Denigan (Horizontal Scale: 120 / All Caps)(OR)Heading: Denigan (Horizontal Scale: 120 / Caps & Lower)Subheading: Aovel Sans RoundedBody: Aovel Sans Light
Heading: Gill Sans Bold (All Caps)Subheading: Gill Sans Bold (Caps & Lower)Body: Aovel Sans Rounded
Typography
21 Duke Energy
2.3 style guide ImageryIllustrated imagery builds the mood of the
Duke Energy Campaign. It acts as borders,
backgrounds, and key components in page
layouts to help tell the story of Duke Energy.
Lines represent wind power. Flowers which
border the bottoms of pages represent
different types of energy including wind,
biomass, nuclear, solar, and gas. The floating
shapes and particles are another symbol of
nuclear power.
Photographs help to show the lifestyle of
Duke Energy. They are fun, energetic and
bright. Photographs must not be faded or lack
saturation. Photos with plenty of white are ideal
to create the mood of Duke Energy. Gradients
may be applied to photos in order to blend
them with the background of a page.
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Air . Water . Fire . Earth
The icon for Duke Energy is comprised of elements from which
energy is derived. Air creates wind power, water facilitates
hydropower, fire represents the heated energies such as coal
and earth is the soil that forms oil and biomass.
23 Duke Energy
2.4 style guide
Business cards will be ordered through the Corporate
website to ensure that all aspects of the business
card are consistent including color, weight and
layout. Additionally a editable Illustrator template will
be included in the Style Guide package for temporary
cards.
Business cards are run offset utilizing a CMYK
template with exact PMS colors listed on page 19
of the Style Guide. The paper is 14 point gloss with
a UV coating on both sides. If temporary cards are
needed, they may be run inhouse with an 8-up
template on 100 pound cover stock. This template is
provided, though it is discouraged to obtain business
cards this way due to inconsistencies in printing
quality. Do not recreate the business card if the
template is lost. In such instance please download a
new one off of the corporate website.
Business Cards
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25 Duke Energy
2.5 style guide
Top Margin: 2”
Left Margin: 1”
Right Margin: 1”
Bottom Margin: 1/2”
Letterhead and 2nd
pages will be ordered
through the corporate
website utilizing the online
template. Letterhead is
printed on 32 pound Silk
stock with a full bleed.
Printing is done offset
using a CMYK template
with the PMS colors
noted on page 19 of the
Style Guide.
Two templates have
been provided with the
Style Guide. One with
a full bleed for printing
temporary letterhead
inhouse and the second
for typing letters directly
on the letterhead to be
printed without a bleed.
This is only to be used in
temporary situations.
Do not recreate the
letterhead. If you have lost
the template then please
download a new one from
the corporate website.
Letterhead
26
Envelopes will be ordered from
the corporate website utilizing
the online template. Envelopes
are printed offset with a CMYK
template of the PMS colors from
page 19 of the Style Guide.
Paper is 24# cotton. An Avery
5160 label template has been
provided with the style guide for
printing address labels inhouse.
Blank stock may also be ordered
through the website or obtained
locally through major office
supply stores.
EnvelopesLetterhead
27 Duke Energy
2.6 style guide
Print advertisements are sized
for 8.5 x 11 paper. They are
produced either offset using a
CMYK template on 35# Silk
paper or within the specifications
of magazine publications for
purchased advertising space.
28
Text is placed within the white
space of the advertisement as
specified in the Typestyle Style
Guide. The Logo is placed in
the advertisement within design
specifications. Imagery is overlaid
with drawn energy designs.
Advertisement
29 Duke Energy
2.7 style guide
The email signature should
closely match the business card
so that the Duke Energy identity
is harmonious through all means
of communication. A template
is included in the Style Guide to
cut and paste into Outlook.
The Duke Energy website was built with usability in mind.
There are five main navigations: Log In, Residential, Business,
Our Company, and Contact. From the main menu there are
submenus which lead visitors to the information they are in
search of. Visitors can either select from menu options at
the top of the Duke Energy website or from a quick list at the
bottom. Navigation is the first priority of the website. Visitors
must be able to find what they are in search of within 60
seconds of entering the site. Buttons are clearly labeled with
a font that is readable and all caps. The background colors
of buttons are differentiated from the background of the
website. Headings state what visitors will find on the page
they have just clicked on. Text is placed with enough contrast
to easily stand out from the background to be readable. Font
size is large enough for older audiences to navigate the site.
Online Communication
Website
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31 Duke Energy
2.8 style guide
The Home Page of the Duke Energy website is the center of
communication from which all information branches out. There is an
introduction video at the center of the screen. To the right Top News
Stories are listed. This is were visitors have direct access to the most
current information that they need to know. The Log In button is
located at the top right of the page so that customers can directly log
into their personal Duke Energy account. To the left is a search bar so
that visitors may choose to search by topic instead of navigating the
menu buttons.
Website
32
Website
33 Duke Energy
2.9 style guide
The Log In page is where customers can either sign
up for a new account or log into an existing account
to access their personal account information.
The E-Bill page informs customers how to view and
pay bills through the website.
34
Join the Discussion is where visitors can contribute
to current discussion boards, ask questions, and find
answers. They can search by topic or use the general
forum. Customers must be logged into an account in order
to participate in discussion.
The View Account page is where customers may view their
account summery and history so see what has been paid
as well as what balances are currently owing.
35 Duke Energy
2.10 style guide
What We Are Doing is a page that is setup much like
a news homepage. Each story has a heading and
brief description to draw in reader interest. If a reader
wants to learn more, they can click onto Read More
to see the full story.
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37 Duke Energy
2.11 style guide
The motion graphic is filmed as a commercial to air
on family channels during peak hours. It is created to
gain brand awareness, elicit trust in Duke Energy and
raise curiosity so that the viewer wants to learn more
about Duke Energy.
Motion graphics may be used in introductory
marketing materials for new clients and on the home
page of the Duke Energy website.
New motion graphics should follow guidelines as
previously stated in the style guide for logo and text
requirements as well as color, imagery and brand
voice.
Motion Graphic
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39 Duke Energy
2.12 style guide
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41 Duke Energy
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3.0 creative development
43 Duke Energy
3.1 Creative Moodboard
44
Moodboard Mood Imagery
45 Duke Energy
3.2 Creative Logo Inspirations
Industry Logos
Inspirational Logos
Before the design process could
begin, I had to first see what types
of logos were currently in the field of
Energy Generation so that I would
be sure Duke Energy’s redesigned
logo would stand out from the
competition.
Next I looked at inspiring logos,
some of which were from outside the
industry, to see how I could tackle
the task of incorporating many types
of energy into one logo.
Logo Inspirations
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47 Duke Energy
3.2 Creative
48
Choosing the correct typestyle can
make or break a logo. Typestyle
gives a logo personality. It may
read as being elegant, fun, or
professional. The voice of Duke
Energy needed to look modern and
technological yet personable.
Text
The challenge of branding two
companies which have merged is
carrying over the essence of each
company into a new brand identity.
The original logos for both Progress
Energy and Duke Energy use bold
San Serif fonts with energetic icons
which create movement around the
firmly grounded text. The overall feel
is masculine and powerful.
Planning
Sketching is the most crucial step
in any design process. It is where
ideas come alive. Development of
the Duke Energy logo began with
over 50 drawings. From those a
select few were chosen to further
explore.
Sketching
Logo
49 Duke Energy
3.2 Creative
50
51 Duke Energy
3.3 Creative Print Media Sketches
52
Print Media Sketches
The ProcessThe planning stage of an
advertisement begins with the
copy. Before addressing layout,
a designer must decide what the
message will be and write the body
copy complete with a call to action.
Once I had a solid plan for the ad
verbiage, I began thinking about
how to visually tell the story through
imagery and layout. This process
entailed sketching out rough ideas
on graphing paper. At this point
the design was then laid out in
Photoshop utilizing tools from the
Moodboard to ensure branding
was consistent. After peer review
and a second look at the design,
further refinement was made to the
advertisements.
53 Duke Energy
3.4 Creative
54
Website Development
55 Duke Energy
3.4 Creative
56
Website Development
The ProcessPlanning a website not only involves
visual and textual communication, it
also requires usability and interaction.
The process began with rough
sketches of the homepage layout.
Next a list of necessary pages
helped to guide the creation of a site
map. Further research on where to
place buttons and menus lead to
wire frame drawings of main web
pages. Next, a series of drafts were
produced in Photoshop to establish
the final layout for the web pages.
Lastly, the final designs are used
to create a functional website with
HTML coding.
57 Duke Energy
3.5 Creative Motion Graphic
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59 Duke Energy
4.0 final designs
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4.0 final designs
61 Duke Energy
4.1 final design Email Blast
Email Blasts are designed to
be interactive. When the viewer
clicks on “Go Eco” the link will
take them to Duke Energy’s
SunSense web page where
customers can learn about
incentives and resources for
installing Solar Panels.
Email Blast
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Stationary
63 Duke Energy
4.2 final design
64
Signage must be able to be seen from long distances through all weather conditions in a matter of seconds. Text
must be bright and readable; additionally copy has to be concise and to the point. The Billboard basically boils
down content from the print advertisement to what is really important. A person passing by will have less time to
read the content than if they were skimming through a magazine and therefore can only process at maximum
one sentence of information.
Signage
Print advertisements target parents, grandparents,
and adults who are beginning to think about children.
They are geared to evoke a caring emotional
response.
The “Making happy memories one kilowatt at a time”
ad describes a boy who decorates the house with
Christmas ornaments for Santa. It ties the 40 watts of
energy in with what children are learning in school as
a result of Duke Energy’s work in the local community
and school system.
The “Change the earth with change to spare” ad
asks the question, “What will you leave behind for
the next generation?” This advertisement gives facts
which enable the reader to visualize just how much
waste is created through different types of energy
consumption.
65 Duke Energy
4.2 final design Advertising
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Advertising
67 Duke Energy
4.3 final design Vehicle Wrap
In the 1960’s “flower power” advocated peace and
love. In the Duke Energy campaign flower power
takes on a whole different meaning. Flower designs
represent different types of energy. The flowers shown
on the T-shirt design began as a nuclear symbol and
then morphed into something more. Curving lines
represent power lines bringing energy to the public.
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Apparel
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4.3 final design
Website
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4.4 final design
Sludge Monster
Power City
Bio Wind Nuclear Gas Tree Power Lines
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iPad Application
The concept for an iPad Application is that it will draw
in interest from a younger crowd through game play.
The object of the game is to provide power from
Duke Energy to the city. Players must build power
lines across the screen as a giant sludge monster
spews bouncing balls of sludge which eat away the
power lines. Planting trees builds a blockade which
temporarily stops the sludge balls until they eat their
way past. Planting flowers (which represent different
energy sources) makes the sludge monster shrink in
size until he is defeated. The iPad Application is meant
for a touchscreen. To play a person first touches a
white button at the bottom of the screen and then
touches the location on the screen where they want
to plant that item. There are a series of levels that start
out simple and grow more complicated as the player
advances to the next level.
73 Duke Energy
4.5 final design
74
Motion Graphic
The motion graphic begins by showing scenes from
daily life through the eyes of a woman as she wakes
up, gets ready for work and comes home. Screen
shots change to the sound of a heart beat. In the
background music begins to build. A narrator reads:
“On average the human body expends 10,000 joules
of energy per minute at a heart rate of 90 beats per
minute.” The camera shot of the woman unzipping
her jacket reveals a switch to animation as a beating
heart morphs into a wind turbine which pulls the
logo in. Narration reads: “Even in a state of rest your
body never stops working; neither do we. Take 60
seconds, 90 heartbeats, or 10,000 joules of energy
to go online and see how Duke Energy can work for
you.” The scene closes with the Duke energy logo
breaking apart to reveal the website address.
75 Duke Energy
5.0 credits
76
5.0 credits
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5.1 credits References
References
78
Best, K. (2006) Design Management. Switzerland: AVA Publishing SA
Cravens, G. (2008) Power to Save the World. Alfred A. Knope, New York.
Dictionary (2011) Duke. Retrieved on July 22, 2011 from http://dictionary.reference.com/browse/Duke
Duke Energy (2011) FAQs. Retrieved on June 30, 2011 from http://www.duke-energy.com/progress-energy-merger/faqs.asp
Felton, G. (2006) Advertising Concept and Copy. W. W. Norton & Company, New York.
Lupton, E. (2004) Thinking With Type. Princeton Architectural Press, New York.
Pantone (2011) How Does Color Affect Us? Retrieved on July 21, 2011 from http://www.pantone.com/pages/pantone/Pantone.
aspx?pg=19382&ca=29
Progress Energy (2011) Our Company. Retrieved on June 30, 2011 from http://www.progress-energy.com/index.asp
79 Duke Energy
5.2 credits Image References
Anderson, C. (2011) “Digital Composite of Asian Woman’s Face on Robot” (Photograph) Retrieved from http://www.gettyimages.com
Associated Press (January 10, 2011) Duke Energy buying Progress Energy for over $13 Billion. Retrieved from http:// www.cleveland.com/
business/index.ssf/2011/01/duke_energy_buying_progress_en.html
B2M Productions (2012) Portrait of Scientist in Laboratory. Retrieved on February 8, 2012 from http://gettyimages.com
Barraud, M. (2012) Four People Placing Hands Over Each Other’s, Overhead View. Retrieved on January 22, 2012 from http://gettyimages.com
Barwick, T. (2012) Female Designer at Desk in Office Head Turned. Retrieved on January 31, 2012 from http://gettyimages.com
Berry, D. (2011) “Hispanic Construction Worker Looking out Window at Power Lines” Retrieved from http://www.gettyimages.com
Brand X Pictures (2011) Sharpened Pencil. Retrieved from http://www.gettyimages.com
Breakey, A. (2012) Girl Imagining She is a Super Hero. Retrieved on January 31, 2012 from http://gettyimages.com
Brookbank, J. (2011) “Young girl running though flower field” Retrieved from http://www.gettyimages.com
Burke, L. (2011) “Green Leaf with Water Droplets” Retrieved from http://www.gettyimages.com
Casson, S. (2012) Portrait of One Year Old Baby Boy Looking Up. Retrieved on February 14, 2012 from http://gettyimages.com
Cheong, D. (2011) “Dubai Jumeira Beach Residence” (Photograph) Retrieved from http://www.gettyimages.com
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Commercial Eye (2012) Girl Watching TV with Father. Retrieved on January 24, 2012 from http://gettyimages.com
Doyle, G. (2012) Tungsten Film Strip of a Female Ballet Dancer Performing. Retrieved on February 15, 2012 from http://www.gettyimages.com
Errico, S. (2012) Pregnant Woman Hugging Teddy Bear. Retrieved on January 30th, 2012 from http://gettyimages.com
Fischinger, M. (2011) Man with Shirt and Jeans in Studio. Retrieved from http://gettyimages.com
Graybill, P. (2012) Young Girl Dancing. Retrieved on February 14, 2012 from http://gettyimages.com
Green, A. (2011) “Two Girls (6-8) Walking Hand in Hand through Poppy Field, Close-up” Retrieved from http://www.gettyimages.com
Grill, J. (2011) “Young Girl Smiling, close-up” Retrieved from http://www.gettyimages.com
Hill, N. (2012) Girl (6-7) Jumping Against White Background. Retrieved on February 14, 2012 from http://gettyimages.com
Hood, E. (2011) “Young Woman Lounging in Living Room on Couch with Laptop” Retrieved from http://www.gettyimages.com
http://freeuganda.com/?p=128
http://njmonthly.com/articles/lifestyle/people/nonstop-nonagenarian.html
http://www.popcrunch.com/demi-lovato-pictures/
http://www.realjock.com/gayforums/766874/?forumpage=7
81 Duke Energy
5.2 credits Image References
Isakson, E. (2011) “Boy Running with Kite on Wind Farm” (Photograph) Retrieved from http://www.gettyimages.com
Jacobs, L. & D. (2011) “Engineer Checking Solar Panels” Retrieved from http://www.gettyimages.com
Kindersley, P. (2012) Woman Using Digital Tablet Outside. Retrieved on February 16, 2012 from http://gettyimages.com
Lang, B. (2011) “Businessman Holding Windmill” Retrieved from http://www.gettyimages.com
Latham, B. (2011) Duke Energy and Progress Energy to Merge. Retrieved from http://citrusdaily.com/duke-energy-and-progress-energy-
merge/2011/01/10/65126.html
Long, T. (2011) Duke Energy CEO Jim Rogers and Progress Energy CEO Bill Johnson. Retrieved from http://www.dispatch.com/content/stories/
business/2011/02/03/cutting-out-ties.html
Malan, D. (2012) Man at Home E-Communicating with a Friend. Retrieved on February 16, 2012 from http://gettyimages.com
Malan, D. (2012) Reference Material Laid Out Before a Decorator. Retrieved on January 22, 2012 from http://gettyimages.com
McAulay, A. (2007) Bus Stop with Blank Billboard. Retrieved from http://www.123rf.com/photo_7271589_an-image-of-a-bus-stop-with-a-blank-
bilboard-for-your-advertising-situated-in-the-swedish-city-of-ma.html
Mieth, Guido (2011) Young woman with curly hair listen to music. Retrieved from http://gettyimages.com
Photolibrary (2011) Man Reading Magazine. Retrieved from http://www.gettyimages.com
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REB Images (2011) “100 Dollar Bills Growing in Grass” Retrieved from http://www.gettyimages.com
Ruler. Retrieved on January 11, 2012 from http://aluminumrulers.com/lsquares.htm
Sozaijiten (2012) Boy Pointing. Retrieved on February 14, 2012 from http://gettyimages.com
Sun, S. (2012) Girl with Archives. Retrieved on January 22,2012 from http://gettyimages.com Tooga (2012) Interior Design Rendering with
Swatches. Retrieved on January 31, 2012 from http://gettyimages.com
Unknown (2011) Bucket Truck. Retrieved from http://ncsc.ncsu.edu/index.php/clean-transportation/get-started/clean-cities-coalitions/
Unknown (February, 2011) Electric Vehicles Showcase: Progress Energy and Buffalo Wings. Retrieved from http://www.
pluginrecharge.com/2011/01/three-opportuniites-to-drive-new-evs-in.html
The U.S. National Archive (2011) Federal Regulators Conditionally Approve Duke Energy and Progress Energy Merger. Retrieved from http://www.
energyboom.com/emerging/federal-regulators-conditionally-approve-duke-energy-and-progress-energy-merger
Walter, A. (2012) Girl Sitting on Mother’s Shoulders, Laughing. Retrieved from http://gettyimages.com
Whitney, Frank (2011) Billboard, Route 22, New York State. Retrieved from http://www.gettyimages.com
Wolfin, G. (2011) “Mixed Race Girls Smelling Flowers” Retrieved from http://www.gettyimages.com
