For this discussion I have chosen three projects to analyze.

My first choice is the Kai Kanani Sailing project book. I chose this book because I love sailing, I love Hawaii, and I love this book. The designer went to Hawaii and did a wonderful job of researching the company in person to get a feel for it. This is the kind of research that I want to do! The problem statement said that the previous marketing materials blended in with all of the other marketing materials in the tourist montage. There was nothing that stood out to set the sailing company apart from any of the other tourist attractions. This designer presented the company beautifully. His design has an authentic Hawaiian flavor. The photography is beautiful. The font style, and the use of the old style maps with the deckled edge give the feel of old-world sailing. The new brightly colored logo design is elegant in its simplicity, and it stands out. Kai Kanani Sailing Charters is a small, high end snorkeling and sailing company in Makena Hawaii. The target audience is upper middle class - adventurous families, retirees, and honeymooners. His use of organic textures and white space as well as the elegance of the design is effective in giving company the look of class.

Sugarsled, D (n.d.) http://issuu.com/mdmfa_dsr/docs/dtaylor_projectbook?viewMode=magazine&mode=embed

Secondly, I selected the Worrell Brand Book because of the visually appealing cover. The goal of the project was to present the beautiful artwork of Bill Worrell in a style that is representational and complementary of his stunning work. The designer created a clean bold design using brilliant combination of jewel tone and earth tone colors with beautiful photographs of the artists work. The target audience is affluent, educated, refined, creative world travelers aged 35-55. This demographic will be attracted to the interesting imagery and bold colors. Mr. Worrell’s work is effectively allowed to speak for itself.

Jimenez, G (n.d.) http://issuu.com/mdmfa_dsr/docs/jimenezg_11.4.3_8?e=1552580/2907869

My final selection is the Abode project book. I chose it initially because I liked the cover. I also like the concept of “the beauty of sustainability. “Abode is a spin-off company of Gensler & Associates. The company has a vast network of designers within a large range of industries and design practices. The biggest challenge for branding was to find a way to bring focus and visibility to the new line of earth friendly interior design products. There are two target audiences that need to be reached: to the trade, and retail. The brand is designed to appeal to both. The brand design is clean and high tech with a friendly vibe.  The designer used a nice combination of a high tech looking fonts and graphics with warm photography of do-it-yourselfers and natural elements. The color palette is effectively green.

Morrow, S (n.d.) http://issuu.com/mdmfa_dsr/docs/morrows_projectbook_1003?e=1552580/2641374