MDM640 Measuring Design Effectiveness
10.1.1 Project
Pre-submittal Rationale
1. Provide a Summary of your Project determinations or a brief.
My project creates a new brand identity for a surf apparel brand that has an interesting history and a unique story. The company is currently using a brand that I feel is not the best identity for this brand. The current brand has a very hipster feel. My goal is to create a new brand that has a fun, fresh, clean, and exciting look and feel. My goal is to appeal to an older, more sophisticated group than the other surf apparel brands appeal to.
2. What references did you use for researching your design concept?
I looked at the examples of the past project books, and a lot of Google images. As I was lying awake last night, unable to sleep, it occurred to me that I want to make the book have the feel of a travel journal.
3. How does the design convey the “unique brand essence” of your campaign?
My brand campaign is very exotic, playful and colorful.
4. What elements did you use from your Moodboard, Toolbox or any previous campaign work to develop these designs?
I will use all of the assets from my moodboard, toolbox and previous campaign work in the book. This will include the textures of bamboo, sky, water and sand, the photographic images of people at the beach, the old Hawaii post cards and posters and the images I created of the target audience and the other research graphs.
5. Why do you think this design will be successful in communicating with viewers of your presentation?
I think the design is fun. It makes me happy.
6. Is there anything else you want to say to explain your choices or justify your designs?
I have a lot more work to do!