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b r a n d i n g c a m p a i g n p r o j e c t b o o k
U r b a n Smarts
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e v e r y a r t i s t w a s f i r s t a n a m a t e u r .
“”- R a l p h W a l d o E m e r s o n
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p r o j e c t i n t r o d u c t i o n
T h i s j o u r n e y h a s t a u g h t m e s o m u c h a b o u t m e d i a d e s i g n , m a r k e t i n g a n d b r a n d i n g . O n t o p o f a l l t h a t , I ’ v e g r o w n t o l o v e t h e U r b a n S m a r t s p r o g r a m . I t ’s i n c r e d i b l e b e c a u s e i t n o t o n l y s e r v e s a t - r i s k y o u t h b u t i t t e a c h e s t h e m c r e a t i v e s k i l l s a n d d e l i v e r s a p o s i t i v e o u t l e t f o r t h e s t u d e n t s . T h i s p r o g r a m s u p p o r t s t h o s e i n t h e S a n A n t o n i o , T X a r e a , b u t I s a w t h a t i t h a d m u c h m o r e p o t e n t i a l . M y v i s i o n i n t h i s r e -b r a n d i n g e f f o r t w a s t o e v o k e t h e p r o g r a m ’ s s t r e n g t h ’ s a n d s h o w t h e w o r l d e x a c t l y h o w r e m a r k a b l e
U r b a n S m a r t s r e a l l y i s .
- T.
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0408 client brief12 swot analysis14 creative brief 16 research paper18 target audience
36 color 40 typography42 tone + imagery46 logo
24 mood boards26 logo development28 preliminary designs
52 connections54 logo56 electronic60 social64 print70 video72 green graffiti74 infographic76 summary
co
nte
nts Strategy
Process
Standards
Solutions
05 References
79 in text80 images
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08 client brief12 swot analysis14 creative brief16 research paper18 target audience
Strategy
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r e s e a r c h a n d s t r a t e g y
A f t e r c h o o s i n g U r b a n S m a r t s a s t h e c o m p a n y f o r t h e b r a n d i n g c a m p a i g n , t h e r e w a s e x t e n s i v e r e s e a r c h t o d i s c o v e r a n d d e v e l o p . T h i s r e s e a r c h b r o u g h t f o r t h m e t h o d s a n d s t r a t e g i e s t o u n d e r s t a n d i n g t h e c l i e n t a n d t h e c l i e n t ’s n e e d s . W i t h o u t t h e i n t i a l r e s e a r c h s t a g e s , t h e f i n a l p r o d u c t w o u l d s u f f e r . W i t h o u t k n o w i n g w h a t a c o m p a n y i s , w h a t t h e y s t a n d f o r , w h o t h e y s e r v e a n d h o w t h e y c a n i m p r o v e , a n y f i n a l d e s i g n s
w o u l d n ’ t b e e f f e c t i v e .
- T.
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clientbrief
T h e c l i e n t b r i e f p r o v i d e s d e t a i l s a b o u t t h e U r b a n S m a r t s p r o g r a m r e g a r d i n g c o m p a n y b a c k g r o u n d , g o a l s a n d v i s i o n . I n o r d e r t o u n d e r s t a n d a c l i e n t a n d c l i e n t n e e d s , i t ’s r e q u i r e d t h a t a d e s i g n e r r e s e a r c h t h e c o m p a n y p r o f i l e . T h e f o l l o w i n g i n f o r m a t i o n a l l o w s f o r f u r t h e r u n d e r s t a n d i n g o f t h e
b r a n d ’s v a l u e s a n d p r o m i s e s .
- T.
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a b o u t u r b a n s m a r t s
c u r r e n t m a r k e t s e c t o rAt-risk youth, according to ‘At Risk Youth’, are “children/youth who are more likely to drop out of school due to a variety of demographic, socioeconomic, and institutional characteristics.” Various programs are designed to assist these children with developing better decision making skills and lower the risk of dropping out of school, joining gangs or making other choices that threaten their livelihood. The specific sector included in the action plan above is At-Risk youth programs that use artistic expression as a learning module. The biggest issue these programs are facing right now is a lack of understanding for the demographic and target audience.
Urban Smarts was put together to “divert elementary and middle school students in urban risk areas away from gangs, drugs, and contact with the Juvenile Justice system”(Urban Smarts).Funded by the Department of Community Initiates, Urban Smarts offers a tuition-free program where students can learn from actual professional artists and work along-side interns to gain inspiration in the fields of art and creativity. This is important because “youths [are] able to gain a sense of self-efficacy through the acquisition of new skills and the accomplishment of multiple goals” (Stinson, A., 2009).
b r a n d p r o m i s e
“to inspire every chi ld to use their imaginat ion and show that c reat i v i t y i s a
form of intel l igence”
b r a n d v a l u e s
1. fun2. creativity3. safety4. confidence5. friendships
The programs need to push forward in a way that conveys the potential of the participants instead of conveying the mistakes they’ve made in the past or the idea outsiders may have of them.
i t al l started in 1993..Through creating and counselor support, the program inspires the participants to discover wonder within and comfort in expressing repressed feelings. Students connect with their inner selves through life-skill building workshops, which then apply to fine arts projects. They find confidence through learning that being creative also means they are being smart.
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c u r r e n t c o m p e t i t i o n
A r t i n A c t i o nw w w . a r t i n a c t i o n . o r g
Similarit ies:Meaning: Art as an out letAuthent ic i ty : Knows target marketValue: Youth empowerment
Differences:
Susta inabi l i ty
Celebrat ing 30 successfu l yearsAnnual Fund-ra isers
Onl ine program w/ wor ldwide serv icesOffer Adul t Classes
A R e a s o n t o S u r v i v ew w w . a r e a s o n t o s u r v i v e . o r g
Similarit ies:Meaning: Art as an out letAuthent ic i ty : Knows target marketValue: Youth empowerment
Differences:
Target Audience: Teenagers
Focus on Heal ing
Offers Col lege Readiness programs
Yo u t h A r t sy o u t h a r t s . a r t s u s a . o r g
Similarit ies:Meaning: Art as an out letAuthent ic i ty : Knows target marketValue: Youth empowerment
Differences:
Commitment
Open l y desc r ibes the i r f i e ld scans , interv iews and focus groups to show act ive research
O f f e r s v i d e o a n d p r i n t ‘ t o o l k i t ’ o f successfu l act iv i t ies
I n c l u d e s t e a m t r a i n i n g t i p s f o r vo lunteers/ instructors
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h o w i s u r b a n s m a r t s d i f f e r e n t ?
professional artists
Professional artists and student interns inspire youths to push themselves in the field of arts and consider moving forward in the area in their professional and collegiate futures.
caseworker counseling
These caseworkers are indivually assigned to the participants to counsel and teach life skills including dealing with changes, better decision making and how to set future goals.
focus on intelligence
By giving students a goal and encouraging them to plan their future they are able to see how art and intelligence coincide. They are able to see that being smart can be achieved through creativity.
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swotanalysis
A c c o r d i n g t o L e v e n s , “ S W O T a n a l y s i s i s a t o o l t h a t h e l p s i d e n t i f y b u s i n e s s s t r e n g t h s , w e a k n e s s e s , o p p o r t u n i t i e s , a n d t h r e a t s . ” I n o r d e r t o f u l l y u n d e r s t a n d t h e c l i e n t ’ s n e e d s a n d t h e d i r e c t i o n o f t h e r e - b r a n d i n g c a m p a i g n , t h e p r o g r a m h a d t o b e a n a l y z e d . T h i s a n a l y s i s p i n p o i n t s t h e i n t e r n a l c h a r a c t e r i s t i c s o f t h e p r o g r a m a n d w e i g h t s t h e m a g a i n s t t h e e x t e r n a l
c h a r a c t e r i s t i c s .
- T.
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The Urban Smarts brand’s current strengths include the caseworker support, professional artists and the facility. The caseworkers benefit the program because they encourage the students to face emotional issues and provide council. These caseworkers assess each student and provide them with like skills training including “dealing with feelings, dreams/goal settings, healthy choices, and life changes”(Urban Smarts). The program uses one professional artist and two art interns per school. These individuals
a highly effective course, but at such a short interval, the impact is lesser.
F u t u r e o p p o r t u n i t i e s i n c l u d e expansion to more schools, increased funding and longer program terms. The expansion is limitless if the program evokes its strengths. Not only could the program expand to more schools in the San Antonio area, but the program could spread out of the state as well. If the program can evoke a stronger brand image, the funding could be increased. This would continue to assist in program expansion regarding both locations and curriculum. The program also has the opportunity to run for terms longer than eight weeks. The program would succeed as a yearlong program after school program and over the summer.
T h e t h r e a t s t h e p r o g r a m f a c e sare competing after school activities a lack of student interest and participants and a lack of volunteers including caseworkers and artists. The student participants are those who have an interest or wonder about art and creativity but the program faces competition of programs, such as theatre, that promote similar ideals as well as programs, such a sport activities, that promote different ideals entirely. In order to maintain interest in students and volunteers the re branding efforts are necessary.
teach the students based on personal knowledge from life experiences and schooling. They inspire the students by showing them that art and creativity can be transformed into a career path. The facilities act as a benefit because the program is held after school at various public schools. This eliminates issues of location cost, transportation and parental trust in program legitimacy. This also allows for the program to be held at various schools simultaneously.
The cur rent weaknesses include a lack of brand image, a lack of social media and the length of the program term. The brand image currently relies on the logo. The website is the only form of visual collateral supporting the program and
while it provides information, there is no design or visual feeling. The logo is outdated and confused. The program’s image isn’t reflecting it’s potential. The social media that is lacking is detrimental in today’s day and age. Connection to social media allows a consumer to feel personally connected with a brand and legitimized the program. Without social media, the program will not thrive. The Urban Smarts program is only run for eight weeks per year. The students are enrolled in
s w o t a n a l y s i s
caseworker supportprofessional artist teachersopen & public facility
area expansion increased fundinglonger program term
lack of brand imagelack of social mediashort-term program
other after school activitieslack of student interestlack of volunteers
strengths
weaknesses
opportunities
threats
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creativebrief
B e s t s t a t e s t h a t “ t h e d e s i g n b r i e f t a k e s i n t o a c c o u n t b o t h t h e ‘ b u s i n e s s ’ a n d t h e ‘ d e s i g n ’ p o i n t o f v i e w , a n d f l e s h e s o u t i n m o r e d e t a i l h o w t h e c l i e n t a n d t h e d e s i g n c o n s u l t a n c y w i l l w o r k t o g e t h e r . ” T h i s i n c l u d e s t h e c l i e n t ’ s n e e d s a s w e l l a s c a m p a i g n g o a l s a n d s t r a t e g i e s . T h e U S P i s i n c l u d e d t o d e m o n s t r a t e w h e r e t h e f o c u s o f t h e c a m p a i g n w i l l b e s u p p o r t e d .
- T.
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Urban Smarts is the only non-p ro f i t a t r i s k you th p rog ram t h a t n o t o n l y e n c o u r a g e s creat iv i ty, but a lso assoc iates
creat iv i ty wi th inte l l igence.
campaign objectiveThe ob jec t i ve o f t he b rand ing c a m p a i g n i s t o i n c r e a s e awareness of the Urban Smarts p r o g r a m . T h r o u g h i n c r e a s e s a w a r e n e s s , t h e i n c r e a s e o f p a r t i c i p a n t s , v o l u n t e e r s a n d d o n o r s w i l l f o l l o w. W i t h t h e increase of these three factors, the program wi l l then have the proper resources to expand to other regions.
1. Increase a.awareness - student paricipants - volunteers
campaign strategy- Research Client Needs c l ient br ie f swot analys is target audience creat ive br ie f
- Re-Design Logo bra instorm sketching development
- Init iate Mult i-Media Campaign research develop e lectronic media develop pr int media develop socia l media develop v ideo media implement guerr i l la market ing
client needsA b r a n d i m a g e i s l a c k i n g en t i re l y. The logo and webs i te a r e o u t d a t e d . I n o r d e r t o increase interest in the program and inst i l l t rust in the guardians o f t h o s e p a r t i c i p a t i n g , t h e program needs a redes ign that evokes fun whi le mainta in ing a leve l of sophist icat ion.
1. professional image2. sophistication3. following4. brand trust5. growth potential
c r e a t i v e b r i e fcu
rrent
bra
nd im
age u n i q u e
s e l l i n g p o i n t
usp
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researchpaper
I n c l u d e d i s t h e a b s t r a c t o f t h e r e s e a r c h p a p e r d e v e l o p e d i n t h e b e g i n n i n g s t a g e s o f t h e c a m p a i g n . T h e p a p e r a l l o w e d f o r f u r t h e r d e v e l o p m e n t o f c l i e n t n e e d s a n d c l i e n t u n d e r s t a n d i n g . I t d e v e l o p e d t h e m a r k e t s e c t o r , d e m o g r a p h i c s a n d f u t u r e p l a n s f o r t h e c a m p a i g n .
- T.
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Urban Smarts is an at-risk youth program that focuses on artistic expression of the student participants. This paper explores the history of the program, the current problems with the brand and offers a new design and marketing solutions.
In exploring this paper one will learn what an at-risk youth is and who the specific target audiences are for this program. The Urban Smarts program is a unique client because of the division of target audiences included in the demographic. These individuals, including potential participants, potential volunteers, parents of potential participants and donors, all require different methods of marketing and branding to find appeal in Urban Smarts. This paper details these methods and why they are effective.
One will also discover the history of the program and the current branding used, or lack thereof. Included in the paper is also detail of competing at-risk youth programs and why they are successful. Through the understanding of the program’s current standing, one will then journey into a detailed branding effort. This branding campaign includes thinking outside the box and avoiding cliché’s often used in youth targeted branding. By avoiding the cliché look and feel, the design is able to appeal to each division in the target audience.
The multi-media campaign will explore various advertising mediums and ways to push the program further. Methods include electronic, social, print and video media. Also included will be implementation of guerrilla marketing efforts. The guerrilla marketing will solidify the “out of the box” methods and ideals that Urban Smarts holds within its values.
By the end of this paper one will understand the exact steps that will be taken to work towards the program’s branding as well as new marketing efforts and how they will result in benefiting said program.
r e s e a r c h p a p e r a b s t r a c t
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target audience
I n r e s e a r c h i n g t h e t a r g e t a u d i e n c e w e d e v e l o p e d s p e c i f i c s . M a r g o C h a s e a n d C h r i s L o w e r y i n t r o d u c e d t h e p r o c e s s o f c r e a t i n g t a r g e t a u d i e n c e p e r s o n a s . B y c r e a t i n g a c t u a l p e r s o n a l i t i e s , t h e d e s i g n w o r k i s p i n p o i n t e d . W h e n a d e s i g n a p p e a l s t o a s p e c i f i c c h a r a c t e r , i t w i l l a l s o a p p e a l t o t h e o t h e r s i n t h e s a m e t a r g e t a u d i e n c e d i v i s i o n .
- T.
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male & femaleAge 5-18
lower/middle classlive in urban area
interest in art
male & femalehave child age 5+lower/middle classlive in urban area
interest in art
male & femaleage 20+
background in artprofessionals
college students
male & femaleage 20+
business ownersconcerned citizensmiddle/upper class
students parents
volunteers donors
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3 4
t a r g e t a u d i e n c e d i v i s i o n s
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p r i m a r y p e r s o n a d e v e l o p m e n t
Bio:Hometown: San JoseHobbies: Photography, Drawing
Maria is an at-risk youth based on the difficulty she has recently had handling life changes and her parents divorce.
Bio:Hometown: HoustonHobbies: Coloring, Sports, Cars, Cartoons
Stephan Smith is an at-risk youth based on his lack of attention in school. His young age and attention def ic i t put him in this category.
Bio:Hometown: San AntonioHobbies: Drawing, Sports, Movies, Video Games
Marcus is an at-risk youth based on his location. HIs family’s home is located in a neighborhood known for gang related violence.
1 Maria SanchezAge: 14
Stephan SmithAge: 5
Marcus FieldsAge: 8
1 1
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s e c o n d a r y p e r s o n a d e v e l o p m e n t
Bio:Hometown: Nuevo LoredoCareer: Stay at home momKids: 3
Rachel loved art when she was younger and wants a program or after school activity to encourage her children to be creative.
Bio:Hometown: HoustonCareer: StudentKids: 0
Brittany is an art student in her last year of college. She wants an internship or volunteer work to gain experience in the arts before graduation.
Bio:Hometown: San AntonioCareer: Entrepreneur Kids: 4, Grandchildren: 2
Richard is looking to invest in a program that will benefit his grandchildren and as well as show his and his businesses philanthropy.
2 Rachel WoodsAge: 38
Brittany WhiteAge: 23
Richard HartAge: 52
3 4
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24 mood boards26 logo development28 preliminary designs
Process
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d e s i g n p r o c e s s
T h e d e v e l o p i n g o f d e s i g n s w o u l d n e v e r h a v e b e e n a s u c c e s s f u l s t a g e i n t h e c a m p a i g n w i t h o u t s p e c i f i c p l a n n i n g a n d p r o c e s s i n g o f t h e r e s e a r c h m a t e r i a l . A n y d e s i g n e r c a n c r e a t e a n a t t r a c t i v e l o g o . I t ’s c r e a t i n g e f f e c t i v e d e s i g n s t h a t w a s l e a r n e d a l o n g w i t h t h e p r o c e s s s t a g e . M o o d b o a r d d e v e l o p m e n t a n d s k e t c h i n g p i n p o i n t e d t h e d i r e c t i o n o f t h e d e s i g n a n d s a v e d
d e v e l o p m e n t t i m e o v e r a l l .
- T.
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02
.pro
ce
ss mood boards
D e v e l o p i n g m o o d b o a r d s a l l o w e d f o r e s t a b l i s h m e n t o f a g e n e r a l l o o k a n d f e e l p r i o r t o s t a r t i n g a n y f i n a l d e s i g n w o r k . T h r e e m o o d b o a r d s w e r e d e v e l o p e d , w i t h t h e t h i r d m e a n t t o p u s h t h e b o u n d a r i e s a n d b e c o m p i l e d a s a n ‘ o u t o f t h e b o x ’ o p t i o n . T h i s t h i r d d e s i g n , u t i l i z i n g m i n i m a l i s m a n d a m o n o c h r o m a t i c c o l o r s c h e m e , w a s t h e m o s t s u c c e s s f u l a n d a l t h o u g h e l e m e n t s w e r e a d j u s t e d p r i o r t o s t a r t i n g t h e f i n a l d e s i g n s , t h e l o o k a n d f e e l
r e m a i n s t h e s a m e .
- T.
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m o o d b o a r d d e v e l o p m e n t
Adjusted Elements:
What has evolved in the process of design is the new use of color photos inc luded in the des igns. The imagery st i l l evokes the same fee l ing - however i t was determined that b lack and whi te photos on ly d id not encourage c rea t i v i t y and imag ina t ion as wel l as color photos could.
The f ina l co lor cho ice was a lso ad justed to a green with a s l ight ly more yel low tone - hex code #d7df21
Fina l font choices remain the same us ing he lvet ica neue in l ight , bo ld and regu lar. I n a d d i t i o n t o t h i s , t h e l o g o t y p e f o n t t reatment ‘ run’ is a lso inc luded.
Direct ive words remain the same with the except ion to “wonder,” which is rep laced b y i n n o v a t i o n b e c a u s e i t h a s a m o re posi t ive, act ion based connotat ion
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logodevelopment
S k e t c h i n g t h e l o g o w a s d o n e i n t h r e e s t a g e s . T h e f i r s t r o u n d i n c l u d e d v a r i a t i o n s a n d i d e a s t h a t w e r e m o r e s c a t t e r e d . T h i s a l l o w e d f o r m o r e b r a i n s t o r m i n g a n d d i f f e r e n t i d e a s t o b e c r e a t e d q u i c k l y . T h e s e c o n d r o u n d a l l o w e d f o r r e f i n e m e n t o f t h e m o s t s u c e s s f u l e l e m e n t s f r o m t h e f i r s t . T h e c h a r a c t e r w i t h g l a s s e s w a s t h e e l e m e n t c h o s e n t o d e v e l o p . T h e f i n a l l o g o w a s t h e n e d i t e d a n d
t h e n c r e a t e d a s a v e c t o r i m a g e .
- T.
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l o g o s k e t c h i n g
1st Round
2nd Round Final
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prel iminary designs
I n i t i a l p r o t o t y p e s w e r e c r e a t e d i n t h e b e g i n i n g s t a g e s o f t h e m u l t i -m e d i a c a m p a i g n d e v e l o p m e n t . T h e s e w e r e t h e n e x p a n d e d t o n o t s i m p l y d e m o n s t r a t e a v i s u a l d i s p l a y b u t t o s h o w t h e c o n n e c t i o n p o s s i b i l i t i e s . E a c h s k e t c h w a s t h e n d e v e l o p e d i n t o a w i r e f r a m e w h i c h
i s i n c l u d e d i n t h e p r o j e c t b o o k .
- T.
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i n i t i a l s k e t c h e s
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w e b s i t e w i r e f r a m e
home about events gallery contact press donate
content
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m o b i l e a p p l i c a t i o n w i r e f r a m e
contact information
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum
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what have you created lately?share it and win a free t-shirt!
CHALLENGE TITLE
Rules & Details
Introduction
CHALLENGE TITLE
logo/image
Rules & Details
logo/image
CHALLENGE TITLE
Rules & Details
Introduction
s o c i a l m e d i a c o n t e n t w i r e f r a m e s
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p r i n t m e d i a w i r e f r a m e s
logo
slogan
website
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36 color 40 typography42 imagery + tone46 logo
Standards
03
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d e s i g n s t a n d a r d s
T h e i m p o r t a n c e o f d e s i g n s t a n d a r d s g o e s b e y o n d d e f i n i n g t h e b r a n d ’ s n e w i m a g e . T h e s e s p e c i f i c a t i o n s a c t a s g u i d e l i n e s f o r t h o s e i n v o l v e d i n f u t u r e d e s i g n a n d b r a n d i n g e f f o r t s . M a i n t a i n i n g t h e b r a n d i m a g e i s d e p e n d e n t o n u s i n g d e s i g n e l e m e n t s i n a s p e c i f i c m a n n e r. E v e r y t h i n g f r o m i m a g e r y t o t h e t o n e i n t e x t u a l f a c e t s r e f l e c t s w h a t t h e U r b a n S m a r t s b r a n d i s
a n d w h a t i t s t a n d s f o r .
- T.
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color0
3.s
tan
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C h a p m a n s t a t e s t h a t w h i t e “ c a n h e l p t o c o n v e y c l e a n l i n e s s a n d s i m p l i c i t y . . . a n d i s p o p u l a r i n m i n i m a l i s t d e s i g n s . ” A m i n i m a l i s t a p p r o a c h g i v e s t h e b r a n d s o p h i s t i c a t i o n t h e r e f o r , w h i t e i s t h e p r i m a r y c o l o r u s e d . T h e g r e e n c o l o r i s b r i g h t a n d f u n e n o u g h t o d r a w i n t h e a t t e n t i o n o f a y o u n g e r a u d i e n c e w i t h o u t g i v i n g t h e b r a n d
a n u n p r o f e s s i o n a l l o o k .
- T.
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p r i m a r y b r a n d c o l o r s
#d7df21#ffffff #000000
R 215 G 223 B 33C 20 M 0 Y 99 K 0
R 255 G 255 B 255C 0 M 0 Y 0 K 0
R 0 G 0 B 0C 75 M 68 Y 87 K 90
Vivid Yellow GreenWhite Black
*shades and t ints acceptable only as smal l accents.
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c o l o r u s a g e
acceptable: backgrounds, headline copy with background filledunacceptable: body copy, caption copy
acceptable: headline copy, background w/headline copyunacceptable: background w/body copy, captions copy, body copy
acceptable: body copy, headline copy, caption copyunacceptable: background
w h i t e
v i v i d y e l l o w g r e e n
b l a c k
s h a d e s / t i n t s
acceptable: borders, background graphicsunacceptable: copy, backround, fills
l o g o c o l o r v a r i a t i o n s
acceptable: 1 color logo, 2 color logounacceptable: copy, backround, fills, graphics
39
#f299ad
R 242G 153B 173
C 1Y 49M 13K 0
#f15a22
R 241G90B 34
C 0M 80
Y 100K 0
#209500
R 32G 149
B 0
C 83M 16Y 100K 4
#ea0000
R 234G 0B 0
C 2M 100Y 100K 0
#20c4f4
R 32G 196B 244
C 65M 0Y 0K 0
*used only for hol idays, char i ty events or promot ional per iods*color var iat ions are to be used in the logo only
a p p r o v e d l o g o c o l o r v a r i a t i o n s
40
typography0
3.s
tan
da
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T h e f o l l o w i n g f o n t s w e r e c h o s e n s p e c i f i c a l l y t o a d h e r e t o a m i n i m a l i s t l o o k a n d f e e l . B y u s i n g m i n i m a l i s m , t h e b r a n d e v o k e s s o p h i s t i c a t i o n e n o u g h t o i n s t i l l t r u s t w i t h i n t h e g u a r d i a n s o f t h e p r o g r a m p a r t i c i p a n t s . I n o r d e r t o k e e p t h e t y p o g r a p h y c h o i c e s i n l i n e w i t h t h e f u n , y o u t h f u l a s p e c t o f t h e c o m p a n y a l l p r i m a r y h e a d l i n e s
w i l l b e i n l o w e r c a s e f o r m a t .
- T.
41
a p p r o v e d b r a n d f o n t s
p r i m a r y h e a d l i n e sh e l v e t i c a n e u e l i g h t l o w e r c a s e k e r n i n g + 2 0 0a b c d e f g h i j k l m n o p q r s t u v w x y z | 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $ % ^ & * ( ) _ + | } { : ” ? > <
Secondary Headlinesh e l v e t i c a n e u e b o l d k e r n i n g + 1 0 0a b c d e f g h i j k l m n o p q r s t u v w x y z | 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $ % ^ & * ( ) _ + | } { : ” ? >A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
capt ionshelvet ica neue l ight kern ing +100abcdefghi jk lmnopqrstuvwxyz | ABCDEFGHIJKLMNOPQRSTUVWXYZ | 1234567890~!@#$%^&*( )_+|}{ :”?><
body copyhelvetica neue lightabcdefghijklmnopqrstuvwxyz | ABCDEFGHIJKLMNOPQRSTUVWXYZ | 1234567890~!@#$%^&*()_+|}{:”?><
Logo and Accentsrun medium lowercaseabcdefghijklmnopqrstuvwxyz numbers and symbols unavailable
42
tone &imagery
03
.sta
nd
ard
s
R o g e r H o r b e r r y d e f i n e s a b r a n d t o n e a s “ p e r s o n a l i t y i n p r i n t . ” I n o r d e r t o c o n v e y t h e b r a n d ’ s p e r s o n a l a s p e c t s a d e f i n e d s e t o f a c c e p t a b l e a n d u n a c c e p t a b l e w o r d s a r e i n c l u d e d . T h e b r a n d i m a g e r y i s a n i m m e d i a t e g l i m p s e i n t o t h e p e r s o n a l i t y a n d m e a n i n g o f t h e b r a n d . T h e i m a g e s i n c l u d e d i n a l l m e d i a s m u s t a d h e r e t o a s t a n d a r d i n o r d e r t o c o n v e y t h e
b r a n d i m a g e e f f e c t i v e l y .
- T.
43
b r a n d t o n e
Copy: The tone is always fun and lively. Promotion of creativity and intelligence is to be highlighted. Words to be avoided would be words that are too sophisticated to connect with a target audience 5-18 and words with a negative connotation.
Acceptable
WonderAweImaginat ionExci tementProgressGrowthSmartLearnFunHappy
Unacceptable
Uninspir ingMonotonousTediousEvolut ionAugmentat ionBor ingSadLame
innovation creation imagination
Example : “Hey there! Thanks for visiting the Urban Smarts website. If you haven’t had a chance to look around and learn a bit about us and the program, what are you waiting for?!”
Tagline: What have you created lately?
Connections: The Urban Smarts brand image relys on connecting the viewer to other aspects of media. When possible copy should promote connection, action and include hash tags.
44
b r a n d i m a g e r y
AcceptableHappy Chi ldrenArtworkPaintPaint BrushesArt Suppl iesCanvasTeenagers LaughingGlassesInquis i t ive faces
UnacceptableUnhappy Chi ldrenBored StudentsEdgy imageryDark imagery
Children/Teens Art/Supplies Textures/Graphics
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Unacceptable Image TreatmentsDrop shadowInner or outer g lowBevel/embossBorders Exceeding 1px
i m a g e t r e a t m e n t
Acceptable Border Colors
Size : Minimum 150dpi- 300dpi preffered Color: Ful l co lor preffered, b lack and whi te acceptableShape: Squares, rectangles & c i r lces acceptable. No addi t ional geometr ic or organic shapes
46
logo0
3.s
tan
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L o g o s t a n d a r d s i n c l u d e t h e l o g o a n a t o m y a n d f o r m a t v a r i a t i o n s . A l s o i n c l u d e d a r e c l e a r s p a c e r e q u i r e m e n t s a n d m i n i m u m s i z e s p e c i f i c a t i o n s . A c c e p t a b l e a n d u n a c c e p t a b l e v a r i a t i o n s a r e i n c l u d e d t o d e m o n s t r a t e m e t h o d s o f a d j u s t m e n t t h a t c o n t i n u e t o m a i n t a i n t h e d e f i n e d b r a n d i m a g e .
- T.
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n e w b r a n d l o g o
Acceptable Black and White Color
Transparency Shown Horizontal Format
Logo Anatomy
Logo Graphic
Logo Type
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l o g o s p e c i f i c a t i o n s & a c c e p t a b l e v a r i a t i o n s
Minimal Scale:Picas - 9p1.25 x 9p1.25Inches - 1.5174 x 1.5174Cent imeters - 3.8541 x 3.8541Pixe ls - 109.25 x 109.25Maximum Scale:No Limit
Clear Space - Def ined by s ize of “ r” re lat ive to scal ing. Clear space may exceed shown boundar ies but ne ighbor ing graphics are not to cross into the c lear space. Appl ies to hor izonta l format
Acceptable Variations -
Graphic OnlyType Only (can be used in a l l whi te & a l l whi te low opaci ty )Graphic Part ia l inc luding smi le ( i f logo is present e lsewhere)Graphic Part ia l inc luding smi le low opaci ty ( i f logo is present e lsewhere)1 or 2 Color inc lus ion for Hol idays and Events (main type remain ing b lack)
49
u n a c c e p t a b l e l o g o v a r i a t i o n s
Unacceptable Variations -
Glow, inner or outerDrop Shadow on logo type or logo graphicLogo in wi th Grey colorat ionOut l ine or Stroke
Stretching out of proport ion3+ Color Adapt ionBr ight BackgroundNonuni form Scal ingSkewing/Shear ing
50
52 connections54 logo56 electronic60 social64 print70 video72 green graffiti74 infographic76 summary
Solutions
04
51
d e s i g n s o l u t i o n s
T h e m o s t i n t e n s e a n d e x c i t i n g p o r t i o n o f t h i s c a m p a i g n p r o j e c t w a s c r e a t i n g t h e s o l u t i o n s . T h e p l a n n i n g w a s a l l s e t f o r t h , w h i c h s a v e d t i m e o v e r a l l . H o w e v e r , I b e l i e v e i t w a s t h i s p o r t i o n t h a t p u s h e d m y s k i l l s a s a d e s i g n e r . I s a y t h i s n o t b e c a u s e t h e c o u r s e i n c r e a s e d m y s k i l l l e v e l w i t h i n t h e s o f t w a r e , b u t b e c a u s e i t t a u g h t m e u n d e r s t a n d i n g o f a c l i e n t a n d a p r o j e c t b e f o r e j u m p i n g d i r e c t l y i n t o c r e a t i n g . M o s t o f a l l I l o v e d i m p l e m e n t i n g m a r k e t i n g a s p e c t s a n d c o n n e c t i o n s w i t h i n e a c h a s s e t
t h a t i s i n c l u d e d .
- T.
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connections0
4.s
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tio
ns
T h e m o d e l u s e d i n o u r r e s e a r c h s h o w e d d i f f e r e n t f o r m s o f m e d i a a n d s h a r i n g o u t w a r d t h r o u g h t h e u s e o f d i f f e r e n t f o r m s o f m e d i a . I n t h e U r b a n S m a r t s c a m p a i g n m e d i a i s i n s t e a d c o n t i n u i n g t h e s t o r y a n d s h a r i n g f r o m i n i t i a l m e d i a t o a s e c o n d a r y m e d i a . C o n n e c t i o n s p r o m o t e a c t i o n s , k e e p i n g t h e
v i e w e r i n v o l v e d i n t h e b r a n d .
- T.
53
c o n n e c t i n g m e d i a t o m e d i a
A c c o rd i n g t o D re a m f i re , “ t h e i m p e r a t i v e i s to c rea te a more i n teg ra ted campa ign a c ro s s c h a n n e l s , a n d i t c o u l d r e v o l v e a ro u n d a n y n u m b e r o f t r a d i t i o n a l , n o n -t rad i t iona l med ia , soc ia l ne twork ing s i tes or o ther venues.” In order to ach ieve th is integrat ion,the Urban Smarts campaign wi l l focus on each media l ink ing the consumer to ano the r med ia i n the m ix . Th i s keeps t h e c o n s u m e r c o n s t a n t l y i n v o l v e d a n d interested in how the company is growing, and improv ing and what they are do ing to bene f i t t he consumer. Eve ry th ing w i l l be based on act ion and do ing someth ing for bene f i t . The ta rge t aud ience w i l l see the pos i t i ve act ions Urban Smar ts i s car ry ing out and want to fo l low sui t . Th is grows the company base as wel l as reputat ion.
m e d i a l i n k i n g
54
logo0
4.s
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tio
ns
T h e n e w b r a n d l o g o w a s d e v e l o p e d w i t h t h e t h r e e d i f f e r e n t i a t i n g f a c t o r s i n m i n d . T h e p a i n t b r u s h r e p r e s e n t s t h e a r t p r o f e s s i o n a l s a n d i n t e r n s t h a t v o l u n t e e r t h e i r t i m e t o i n s p i r e t h e s t u d e n t p a r t i c i p a n t s . T h e s m i l e r e p r e s e n t s t h e c a s e w o r k e r s t h a t w o r k a l o n g s i d e e a c h s t u d e n t a s a c o u n s e l o r . L a s t l y , t h e g l a s s e s r e p r e s e n t t h a t e a c h s t u d e n t i s i n t e l l i g e n t b e c a u s e
o f t h e i r c r e a t i v i t y .
- T.
55
n e w b r a n d l o g o
Standard Logo | Horizontal Format | Graphic Only
Approved Logo Color Variations
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electronic0
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E l e c t r o n i c m e d i a w o r k s t o e v o k e a p r o f e s s i o n a l , s o p h i s t i c a t e d b r a n d i m a g e . E a c h e l e m e n t o f e l e c t r o n i c m e d i a u s e s f l a t d e s i g n t o m a i n t a i n t h e m i n i m a l l o o k a n d f e e l . T h e c o m p l e t e d a s s e t s c o n n e c t t o a n o t h e r f o r m o f m e d i a , p r o m o t i n g
a c t i o n a n d i n t e r a c t i o n .
- T.
57
According to Gavin Cooper, “a website i s a l i v ing , b rea th ing brand too l tha t n e e d t o b e c a r e d f o r o v e r t i m e . ” S imply p lac ing the new logo onto the e x i s t i n g w e b s i t e w i l l n o t a d h e re t o brand s tandards . The webs i te needs a n u p d a t e d l o o k a n d f e e l b u t a l s o i s necessa r y t o a l l ow f o r cus tome r connect ion to each socia l media.
r e d e s i g n e d w e b s i t e
u p d a t i n g t h e l o o k
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m o b i l e w e b s i t e
W h e e l e r s t a t e d t h a t “ w e b s i t e s l e a d t h e t o p o f t h e b r a n d necess i ty l is t—no longer ens l aved to the desk top , t h e y m i g r a t e t o w h e r e v e r the consumer is , on her iPad or her smartphone, to the mal l , on a h ike , or under her p i l low. Webs i tes have made eve ry bus iness a g loba l bus iness access ib le by a lmost anyone anywhere”.
o n t h e g o
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m o b i l e a p p l i c a t i o n
A c c o r d i n g t o H o w B u s i n e s s e s U s e M o b i l e A p p s , “ a m o b i l e a p p shou ld so l ve a p rob lem fo r a bus i ness o r a cus tomer. I d e a l l y i t w i l l a l l o w t h e m t o d o s o m e t h i n g o n t h e m o v e r a t h e r t h a n o n t h e i r computer or in person”. The S k e t c h S m a r t A p p w o u l d al low the students to quickly sketch out ideas to br ing to the program at any t ime. The app a lso wi l l a lways inc lude the fu l l name Sketch Smar t by Urban Smarts so that any user in t roduced to the app b e f o re t h e a c t u a l p ro g r a m can make the connect ion.
s k e t c h s m a r t b y u r b a n s m a r t s
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socialmedia
04
.so
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on
sS o c i a l m e d i a i s u s e d t o p r o m o t e t h e b r a n d a n d i l l u s t r a t e t h e b r a n d ’s p e r s o n a l c o n n e c t t o t h e p a r t i c i p a n t s a n d t h e c o m m u n i t y . E a c h m e d i a a c t s a s a t o o l t o p r o m o t e t h e v i e w e r t o t a k e a c t i o n a n d c o n t i n u e t h e c o n n e c t i o n . T h i s i s d o n e t h r o u g h h a s h t a g s , s h a r i n g a n d p r o m o t i o n a l c o n t e t s t s . W h e n U r b a n S m a r t s s h o w s u s e r s t h e u p d a t e d w e b p r e s e n c e a n d p a i r s i t w i t h p e r s o n a l i t y a n d f u n t h e b r a n d
i s a b l e t o t h r i v e .
- T.
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f a c e b o o k
Accord ing to Shed lon, “brands are mov ing further away f rom di rect advert is ing, whose m e t r i c s t h a t a re h a rd t o c a l c u l a t e , a n d i n to o r i g i na l v i deo con ten t - - con ten t t ha t i s c rea ted not to se l l bu t to engage. They te l l a s tory and they create brand loya l ty” . B e c a u s e o f t h i s – F a c e b o o k w i l l n o t b e s u c c e s s f u l w i t h s i m p l y t h e d a i l y u p d a t e o f what ’s happen ing . The v iewers need to be engrossed in someth ing. The Facebook page wi l l be used for event and advert is ing purposes, but wi l l avo id mundane updates. The updates wi l l be pr imar i ly those that l ink v i ewers to ano the r fo rm in the med ia m ix (Ex. Youtube, Twi t ter, Instagram, Google+) . Each announcement wi l l prompt the v iewer to take further act ion and branch off onto a new source of media.
f a c e b o o k a d s & c o n t e s t s
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i n s t a g r a m
Not only wi l l the Instagram page inc lude images of student work but i t wi l l a lso be another aspect o f t he med i a m i x t ha t w i l l encou rage ac t i on . T h e I n s t a g r a m b l o g i n c l u d e s m a n y b e n e f i t s o f us ing Ins tag ram fo r b rand ing and bus iness
pu rposes . I t sugges t s one “ i n s p i r e a c t i o n . S t a r t a m o v e m e n t a r o u n d y o u r brand, whether that means insp i r ing people to capture p h o t o s w h i l e r u n n i n g l i k e the #runfree campaign f rom @ n i k e r u n n i n g . ” I n o r d e r t o a c h i e v e t h i s d i f f e r e n t h a s h t a g s w i l l b e c re a t e d a n d u s e d w i t h i n t h e a p p . These wi l l inc lude contests o r c h a l l e n g e s t o c r e a t e o r c a p t u r e a n i m a g e o f s o m e t h i n g s p e c i f i c . B y i n s t i g a t i n g a c h a l l e n g e , more users w i l l be inc l ined to part ic ipate.
i n s t a g r a m c o n t e s t s
63
a d d i t i o n a l s o c i a l m e d i a p l a t f o r m s
L i n k e d I n w i l l b e u s e d f o r t h e p ro fess iona l s ide o f the p rogram. I t wi l l feature in format ion regarding h o w t h e p r o g r a m b e n e f i t s t h e s tuden ts bu t a l so a l l ow fo r those i n t e r e s t e d i n v o l u n t e e r i n g t o c o n n e c t w i t h t h e p ro g r a m . T h i s w i l l s o l i d i f y t h e l e g i t i m a c y a n d pro fess iona l i sm of the program. I t wi l l a lso be used in network ing wi l l o t he r compan i es . J . Kev i n Wo l f e s t a t e d t h a t “ o n c e y o u r c a u s e i s l i s ted, key p layers at corporat ions who donate to you wi l l l i ke ly want to show the i r support by fo l lowing y o u r n o n - p ro f i t . T h i s g i v e s y o u r non-pro f i t c lou t , spurs popu la r i t y and can lead to fu r ther donat ions and i nvo l vemen t . ” By connec t i ng w i t h o t h e r c o m p a n i e s a s w e l l , U r b a n S m a r t s w i l l g a i n a h i g h e r f o l l o w i n g , r e c e i v e m o re f u n d i n g and cont inue to g row and spread to other communit ies.
“ Tw i t t e r g i v e s y o u a p o r t a l t o b r i ng va l uab l e i n f o rma t i on abou t y o u r c o m p a n y t o o t h e r s — y o u r i n fo rmat ion can po ten t i a l l y reach t housands o f peop l e . ” I t c rea tes a p e r s o n a l c o n n e c t i o n a l l o w i n g consumers to converse wi th Urban Smarts at any t ime. I t wi l l increase l e g i t i m a c y b y g e t t i n g t h e b r a n d out and a l low people to ta lk about U rban Smar t s t h rough hash t ags and @UrbanSmartsorg
“ 9 7 % o f c o n s u m e r s s e a r c h f o r l o c a l b u s i n e s s e s o n l i n e . Yo u r loca l Goog le+ page connects you w i th cus tomers on Sea rch , Maps a n d G o o g l e + , n o m a t t e r w h a t dev ice they are us ing.” Toms uses Google+ as part of the i r market ing m ix . Accord ing to Goog le “TOMS p u s h e d t h e l i m i t s f o r h o w t h e i r f ans i n t e rac t w i t h t he i r b rand by h o s t i n g a 6 d a y H a n g o u t O n A i r w i th loca l a r t i s ts who cus tomized shoes on the spot . ” The Hangout On A i r fea tu re o f Goog le+ can be i m p l e m e n t e d f o r l o c a l a r t i s t s t o d iscuss the program. These v ideos can then be recorded and p laced f o r l a t e r v i ew ing on t he You tube Channel .
l i n k e d i n t w i t t e r g o o g l e +
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print0
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tio
ns
T h e u s e o f p r i n t m e d i a i l l u s t r a t e s b r a n d p r o f e s s i o n a l i s m a n d l e g i t i m a c y . I d e n t i t y d e s i g n a n d b r o c h u r e d e s i g n p r o v i d e t h e t a r g e t a u d i e n c e w i t h t a n g i b l e s o u r c e s f o r b o t h c o r r e s p o n d e n c e a n d i n f o r m a t i o n . M a g a z i n e s a n d p o s t e r s a l l o w f o r d i r e c t t a r g e t e d m a r k e t i n g . E a c h p r i n t m e d i a t h e n c a r r i e s w i t h i t a n d e v o k e s t h e
s p e c i f i c b r a n d i m a g e .
- T.
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s t a t i o n e r y
l e t t e r h e a d s
Wheeler states, “a l though emai ls and text ing have become the most wide ly used form of communicat ion, le t terheads are not ye t obso le te . ” In o rder to ma in ta in p ro fess iona l i sm a l l p r in t and emai l cor respondence wi l l fea ture a spec i f ic le t te rhead inc luding the redesigned logo.
b u s i n e s s c a r d s
S o m e t h i n g t a n g i b l e i s n e e d e d t o c o n t i n u e w i t h t h e brand’s persona l connect ion aspect . “Regard less o f the a l l techno logy in everyday l i f e , the re i s s t i l l a need fo r add ing a persona l touch, such as a bus iness card , to your network ing strategy.”
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i n f o r m a t i o n a l b r o c h u r e
Informat ional des ign, such as brochures leg i t imizes the program for a skept ica l v iewer. Having tangib le in format ion in hand that evokes the brand image, vo ice and ideals can show a customer the brand is t rustworthy. Having sa id means avai lable te l ls the customer the brand cares about them and wants to prov ide a l l necessary in format ion in a c lear format.
w h y i n c l u d e b r o c h u r e s ?
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m a g a z i n e a d v e r t i s i n g
Accord ing to Levens, “magaz ines and newspapers are the two most f r e q u e n t l y u s e d f o r m s o f p r i n t a d v e r t i s i n g . ” M a g a z i n e s a d s w i l l be imp l emen ted t o i n sp i re creat iv i ty in the target audience. “Magazines a lso have fa i r ly long l i v e s ; m o n t h l i e s m a y b e k e p t around and read for 30 days or longer.”
w h y u s e m a g a z i n e s ?
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p o s t e r d e s i g n
Out of home advert is ing, specif ical ly t h rough pos t e r s w i l l be e f f ec t i v e b e c a u s e “ i t c a n r e s u l t i n h i g h message f requency among peop le w h o o f t e n t r a v e l t h e s a m e ro u t e p a s t a n o u t d o o r b o a rd o r t r a n s i t ad.” This use of pr int media wi l l a l low for the de l i very o f a “shor t message that needs to be exposed to a broad audience.”
w h y u s e p o s t e r s ?
69
m e r c h a n d i s e
Nove l ty merchand ise i s a fun way f o r c u r re n t p a r t i c i p a n t s t o s h o w pr ide i n the Urban Smar ts b rand . T h e T- S h i r t s a c t a s a w e a r a b l e b i l lboard, adver t i s ing the program whe reve r t he owne r t r a ve l s . The nove l t y g l asses ac t as a toy tha t pa r t i c i pan t s can wea r and sha re images o f t hem wea r i ng t h rough the socia l media plat forms included in the campaign.
n o v e l t y m e r c h a n d i s e
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video
04
.so
luti
on
sV i d e o m e d i a i s u s e d t o c r e a t e c o n n e c t i o n s o n a m o r e p e r s o n a l l e v e l . W h a t ’s s o e f f e c t i v e a b o u t u s i n g v i d e o “ i s t h a t i t a l l o w s y o u t o c o n n e c t w i t h y o u r c u s t o m e r s f a c e - t o - f a c e . T h e y g e t t o k n o w y o u b e t t e r , a s a r e a l l i v e p e r s o n , w h i c h r e s u l t s i n a m o r e p r o f o u n d
c o n n e c t i o n . ”
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v i d e o n e w s l e t t e r
YouTube i s used to c rea te pe rsona l connect ions between the v iewer and the s tuden t . The v ideos w i l l i nc lude s h o r t i n t e r v i e w s w i t h s t u d e n t s , t e a c h e r s , a r t i s t s a n d c o o rd i n a t o r s . Acco rd i ng to 4 Reasons You r Sma l l Business Needs to be on Youtube,“the e m o t i o n a l c h o r d s t h a t v i d e o s c a n s t r i ng a re much more power fu l t han t e x t o r p i c t u r e s . ” Yo u t u b e i s a l s o used because o f access ib i l i t y. “The v ideos on the s i t e can be sha red o r v iewed by a lmost every smar t phone on the market , and now by most new te lev is ions that are so ld. People have the abi l i ty to access the s i te when they want and where they want.”
w h y u s e y o u t u b e ?
72
greengraff it i
04
.so
luti
on
s“ M o s s g r a f f i t i , a l s o c a l l e d e c o -g r a f f i t i o r g r e e n g r a f f i t i , r e p l a c e s s p r a y p a i n t , p a i n t - m a r k e r s o r o t h e r s u c h t o x i c c h e m i c a l s a n d p a i n t s w i t h a p a i n t b r u s h a n d a m o s s “ p a i n t ” t h a t c a n g r o w o n i t s o w n . ” T h i s w i l l s h o w a t - r i s k y o u t h t h a t a r t c a n b e p a s s i v e a n d d o e s n ’ t n e e d t o b e d a m a g i n g t o
o u r s u r r o u n d i n g s .
- T
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g u e r r i l l a m a r k e t i n g w i t h g r e e n g r a f f i t i
B y u s i n g g r a f f i t i i n a n e n v i ro n m e n t a l l y f r i e nd l y ( and l ega l ) way, t he campa ign m e s s a g e c a n b e s p re a d o n t h e s t re e t a n d i m p l e m e n t t h e i d e a o f c r e a t i o n , and imag ina t i on . “G reen g ra f f i t i f o rges a s t rong connec t ion be tween the u rban ne ighborhood and na tu re” and i t shows U r b a n S m a r t s f i n d i n g a s o l u t i o n t h a t a l l ows you ths t o s t a y c rea t i v e w i t hou t being destruct ive.
w h y u s e g r e e n g r a f f i t i ?
74
infographic
04
.so
luti
on
s
A n i n f o g r a p h i c w a s d e v e l o p e d t o d e m o n o s t r a t e a b i l i t y t o t e l l t h e m e d i a d e s i g n s t o r y u s i n g m i n i m a l t e x t u a l c o n t e n t a n d i m a g e r y . E m p h a s i s w a s p l a c e d o n s h o w i n g a v i e w e r i n f o r m a t i o n b e f o r e
a t t e m p t i n g t o t e l l t h e s t o r y .
- T
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i n f o g r a p h i c
76
p r o j e c t s u m m a r y
I n c o n c l u s i o n t h e U r b a n S m a r t s c a m p a i g n i n c l u d e s r e s e a r c h , p l a n n i n g , g u i d e l i n e c r e a t i o n a n d s o l u t i o n d e s i g n s . T h e l e v e l o f u n d e r s t a n d i n g t h a t w e n t i n t o t h i s p r o c e s s w a s d e p e n d e n t o n t h e p r o c e s s i n w h o l e . W i t h o u t t h e i n i t i a l r e s e a r c h , t h e f i n a l i z e d s o l u t i o n s w o u l d n ’ t b e e f f e c t i v e o r p u s h t h e l i m i t s o f s t a n d a r d d e s i g n . d e v e l o p m e n t o f m a s t e r y i n m e d i a
d e s i g n
- T.
77
a r t i s n o t a t h i n g , i t i s a w a y.
“”- E l b e r t H u b b a r d
78
05
77 in text78 image
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Designer : T ina NiemynskiFor: Urban Smartst inaniemynski@ic loud.com
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