Coles 10 2 1 final →

MDM640 Measuring Design Effectiveness
10.2.1 Project
Final Rationale

1 - Provide the Project summary.

Key goals:

  • Create a community or tribe around the brand
  • Build brand awareness
  • Increase the brand’s bottom line

Strategies:

  • Build on the brand’s established subcultural credibility.
  • clean up and sharpen the brand’s image for today’s target audience.
  • Create a strong web and social media presence.
  • Maintain local subcultural credibility.
  • Involvement in fun local surfing events like local beach cleanup events and festivals.

Key Tenets:

  • M. Nii is the only surf apparel brand that is legendary.
  • Design is pure and simple and made for true surfers.

M.Nii is focused on recreating the same quality as was had back in the 50’s staying true to the details.

Tagline:

  • You want some new clothes bro.
  • Surf. Chill. Repeat
  • Classic Aloha Style.

Target audience:

  • 25-45 years old
  • Traits: Easygoing, open minded, creative, generous, productive, professional, healthy
  • Values: Peace, integrity, family, spirituality, equality, life
  • Interests: Travel, history, water, entertainment, surfing, having fun

Differentiation:

M. Nii is the only surf apparel brand that is legendary, pure and simple and made for true surfers.

2 - What revisions have you have made? Be specific.

  • Front Cover – I changed the layout so that The Journey is at the top, and the logo is on the cover at the bottom (as was recommended by my peer Jennifer) rather than on the photo. I also added embossing to the lettering, to go with the leather book cover look.
  • TOC – I added the tiki, and updated the numbering.
  • Page 7 – I added the hula doll.
  • Pages 8-11 The pages were too heavy and needed some negative space, so I removed the sand texture background.
  • Pages 10-11 – I added the embossing to the graphics and made the colors a little brighter in the SWOT graphic to give it more weight.
  • Page 12 – I moved the text block to the center for balance.
  • Pages 16-23 – I changed the Research Paper text layout so that it would flow better.
  • Page 26 – I added Logo Development content.
  • Page 28 – I updated the Mood Boards, changing the 3rd one to be my final one.
  • Page 31 – I added some images.
  • Page 32 – I added the Logo Use content.
  • Page 34 – I added the Images and Textures content
  • Page 36 – I added the Color & Typography content.
  • Back Cover – I added some embossing and enlarged the logo.

3 - Why do you think the revisions improved the pages?

I think the revisions improved the pages because they look better now. The style is evolving into a deeper and more cohesive theme for the project.

4 - Why is this Final design more successful in presenting the media process, and the goals outlined for your campaign?

As I go forward with the project, I am constantly reorganizing and checking my project against the theme and the goals of the campaign.

5 - Are there any specific comments you would like from your Peers moving forward?

I have developed such a high regard and respect for my peers in this program. I am so grateful for all of the comments that I have gotten from them. They have been immensely helpful! I would like to welcome them to continue looking at my work from their unique and talented perspectives, with fresh eyes, and keep the comments coming.

6 - Make any additional comments and/or cite any references that may be relevant.

My favorite reference is Goggle Images.