Design 451 Process Book

RACHEL LANDRITHfall 2011

one SELF-PORTRAIT

SELF-PORTRAIT INSPIRATION

THUMBNAILS

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two SELF-PORTRAIT SPREADS

TIME is of the essence...

TIME is of the essence...

Over the past few years I’ve developed this phobia of wasting time. I’m not exactly sure how it got to be such an obsession but it’s something that has truly started to affect every aspect of my life. Maybe it’s a re-sult of being exposed to some events in my own life that are a reminder of how precious life is. Like right before my senior year of high school when one of my friends was killed in a car crash. In one way, it’s a good thing because it keeps me driven and motivated toward accomplishing the dreams and goals that I have for myself. However, it’s an obsession that can be crippling in a lot of ways. I’ve got to calm down. I mean, what person is actually going to be able to make the most of every single mo-ment that we live here on earth? Time is never going to stop moving forward. But we don’t have the capacity to always be moving forward. Sometimes it’s okay to not have any ideas. It’s okay to not have a pre-determined plan. It’s all apart of the process. So, the phobia has got to go. It’s a little ridiculous and I’m learning that all I can do is make fun of myself for it. I can’t take myself so seriously because if I do, I’ll miss out on the momentary things in life that are important. I think if I learn to let go a little bit, I’ll discover that I’m actually able to accomplish more and think more clearly about the realistic goals and dreams that I have.

❂No, from a sane point of view, there is no escape.

three MANIFESTO

I will constantly evaluate my priorities when taking on a project.I will let the struggle become part of the process.I will create in order to change.I will strive to have a vision behind every idea and body of work I create.I will not let fear cripple me.I will not stop researching and being educated on issues that are occurring.I will strive to not only be apart of a movement, but to create one.There will always be people who don’t care about the issues in our world. Those people are my target audience.

Posters with this statement were posted at each of the entrance to the University of Tennessee’s Art & Architecture Building. People who connected with this statement were given the opportunity to take a poster and post it up somewhere on campus.

I WILL STRIVE TO NOT ONLY BE APART OF A MOVEMENT,

BUT CREATE

ONE

A movement is all about getting people involved.Each person is the design 451 class was given a different word of this particular statement and they were to write it out any way they choose.

four A TAXONOMY OF LOGOS

20 LOGOS

8 FISHCategory: AnimalLOGO FOR SUSHI RESTAURANTPLAYS WITH NEGATIVE AND POSITIVE SPACEICONICTHE TEXT, “8 FISH” IS THE ALPHASIGNALTHE IMAGE OF THE 8 FISH IS THE PARASIGNAL

Antarctic VoiceCategory: Geometric Shapesa project that aims to express the voice, the silence and the magic of the unattainable continent, Antarctica.Completed by Astronaut DesignColor: BlueAV symbolizes mountains & glaciers. This is the index.Minimal. Clean. Blue is an index for cool temperatures, ice

Camp Luxe is a young Australian online store that ranges luxury outdoor & camping products. We are a 100% family owned company, full of avid campers and lovers of the outdoors. While we love the ad-venture of far-reaching destinations, we are also not ashamed to admit we sometimes like the indulgence of glamping (luxury camping).

Target Audience: Upper Class, people who love the outdoorsTriangle is an icon for mountain.Circle an icon for sun. Mountain is an index for outdoors / natureGreen-Nature

NorthEdge ConstructionCategory: NatureConstruction company in Canada.Use of negative space.The combination of the two objects create a successful whole.Tree is an index for forestHouse is an index for home.Minimal.

Caribou CoffeeCategory: AnimalIn 1990, on a trip to Denali National Park in Alaska, Caribou Coffee was imagined by newlyweds John and Kim Puckett. The couple raised money to start the first Caribou Coffee shop in Edina, Minnesota, a suburb of Minneapolis, in 1992. Following several years of mixed performance, the Pucketts sold their controlling interest in the company in 1998 for $120 million to Atlanta-based Crescent Capital, which has since changed its name to Arcapita. The company continues to hold a majority of the common stock of Caribou.Rustic. Coffee shops look like old lodgehouses.

OLD LOGO

FirefoxCategory: Animal / Geometric ShapeAs of August 2011, Firefox is the second most widely used browser, with approximately 30% of worldwide usage share of web browsers.Firefox is another name for the “Red Panda.” However, the creators didn’t think that would be a successful name for the web browser.

Use of negative space.Speech bubbles are an index for communication / thoughts.

TrueNorthCategory: TypeIn the process of creating a new kind of nut snacking experience, we found our all-consuming passion our one true north. By naming our nut snacks TrueNorth®, we hope to celebrate our passion for nuts and inspire other people to find their own true north.Logo-typeIncorporating the package to emphasize the brand.The “N” is symbolic for North that one would see on a map or compass.Arrow pointing upward is symbolic for direction, NColors: neutral

East VillageCategory: Type / Geometric ShapesThe East Village isn’t your average mixed-use building on the East side of Austin. It’s a striking piece of art designed and built by renowned architects Bercy Chen Studio, nestled proudly within a historic, thriving, vibrant, rapidly growing community, harmoniously mixing the old with the bold new, all within a few blocks of Downtown. Developer Michael Casias approached SGNL to create a brand identity for The East Village. A challenge we were happy to take on. The focus was clean and modern. We created a word mark using distinct characteristics of the building itself. We believe that, in the simplest way, it represents the very essence of this unique structure in East Austin.E makes the shape of a bulding.

TwitterCategory: AnimalSimon Oxley, the Japan-based Brit who licensed the bird graphic to Twitter for the price of a sandwich, through iStockphoto, sits somewhere in the middle.

A symbol of communication.

Horror FilmsCategory: Geometric ShapesThe film reel is mimicking the look of a ghost or skeleton, which is symbolic for fear.Film reel is symbolic for movies.Black & White.

IAVACategory: Type / Geometric ShapesIAVA is the country’s first and largest nonprofit, nonpartisan organization for veterans of the wars in Iraq and Afghanistan and has more than 200,000 Member Veterans and civilian supporters nationwide.We are a 21st Century veterans’ organization dedicated to standing with the veterans of Iraq and Afghanistan from their first day home through the rest of their lives. We strive to build an empowered generation of veterans who provide sustainable leadership for our country and their communities.Use of negative spaceSpells the intials either way, in each color.Dimensional lettering.

HeightCategory: TypeUse of negative space.Clever. Clean.Arrows are an index for distance, direction

Sustainable Forestry InitiativeCategory: NatureVoluntary third-party forest certification began in the 1990s in response to market concerns about forest management and illegal logging, primarily in developing countries.

The SFI program was launched in 1994 as one of the U.S. forest sector’s contributions to the vision of sustainable development established by the 1992 United Nations Conference on Environment and Development. Its original principles and implementation guidelines began in 1995, and it evolved as the first SFI national standard backed by third-party audits in 1998.

Today, SFI Inc. is an independent, non-profit organization responsible for maintaining, overseeing and improving a sustainable forestry certification program that is internationally recognized and is the largest single forest standard in the world.

IssuuExplore a world of publications by people and publishers alike. Collect, share and publish in a format designed to make your documents look their very best.Category: Geometric Shapes / Abstract ShapesColors: Red / Orange

Coldwater Prawns of NorwayCategory: Geometric Shapes / Abstract Shapes

Coldwater prawns - or Pandalus borealis as they are called in Latin - are unique. “Borealis” means northern and refers to the prevalence of these prawns in far northern waters where sea temperatures are between 1 and 6 degrees Celsius.

Shape the circles make as a whole are an index of a shrimp.Abstract shape of shrimp.

Hope for African Children InitiativeCategory: Abstract ShapesThe Hope for African Children Initiative (HACI) is a pan-African effort created to address the enor-mous challenges faced by millions of African children who have either been orphaned by AIDS or live with parents who are sick or dying from AIDS-related illnesses.Use of negative space.Colors of Africa.

AT&TCategory: Geometric ShapesThe globe symbol symbolizes a world circled by electronic communications. More specifically, the symbol is made up of very carefully delineated ‘highlight’ and ‘shadow’ elements. As a result, the symbol may be reproduced to give the impression of a three-dimensional sphere that is lighted from a distance source.”

MioCategory: Type / Abstract ShapesPackaging mimics the water drop.MiO was created to abolish the anguish and boredom of passive beverage drinking. Because, you know, stuff is better when it’s yours. Why, then, do people settle for one-size-fits-all drinks? We couldn’t answer that question, so we created MiO.

MiO liquid water enhancer lets you make up to 24* drinks however you want. Simply add as much or as little MiO as you wish and create your dream bever-age. Then, chug and repeat. You may wonder where we’ve been all your life. That’s a normal reaction.The packaging imitates the liquid drop

AnthropologieCategory: TypeTypeface: Filosofia Small CapsTarget Audience: Women 18-30Decorative element connects with the target audience.Hand crafted. Original..Decorative elements are an index for feminity and an eclectic vibe.“it presumes that everyone aspires to a kind of global eclecticism — and a love of the handmade.”

five BRANDING PROJECT

CHECKPOINTS 1-6 (ZAG)

1 // WHO ARE YOU.

We have a passion for helping those in need in our world and want to do this and get others involved through a unique shopping experience.

2 // WHAT DO YOU DO.

We give people the opportunity to be a part of something greater through shopping.

3 // WHAT’S YOUR VISION.

To create unique and eclectic products that young men and women will admire and respect. We will focus on one need in one country for one year and give 1/2 of the profits for that year toward that cause. The country of focus will inspire the products for that year.

4 // TRENDS

Intersection of charity and commercePhilanthropyGivingSocial entrepreneurship

5 // WHO SHARES THE BRANDSCAPE.

TOMSWorld Of Good by EbayAnthropologieUrban Outfitters

6 // THE ONLY.

Our brand is the only for-profit company that gives 1/2 of all money made through purchases to a different cause every year.

THE DESIGN BRIEF

DESCRIPTION OF BUSINESS We are a for-profit retail company that focuses on one need in one country for one year and creates inspired products for that with the intention of giving 1/2 the profit to meet that need.

PURPOSE We help meet specific needs through giving the public an opportunity to get involved through shopping.

VISION I want to see at least one store open in every state. I want to see both customers and employees engaging in conversations about what we are doing and who we are helping. I want to see people leaving the stores different than when they came in because of the experience they had while there. I want to see our stores become a gateway for people to get involved and help others.

POSITION Eclectic Clothing / Philanthropy / Social consciousness / Intersection of charity and commerce.

PROMISE We promise to show you our passion for helping those in need through engaging and inspiring you through the experience of our stores and providing you with products that you will not only trust, but become intrigued and excited about.

TARGET AUDIENCEYoung men and women (18-35)Interested in cultures, art and fashion.Show an interest in social consciousness.Middle to Upper class.

PRODUCTSApparel / Accessories / Home Decor / Art & Decorative items

THE BIG IDEAWe give 1/2 of our profit to a different cause every year.

TONE AND PERSONALITYExciting / Passionate / Daring / Inspiring / Unique / Trustworthy

TAGLINE“One need. One country. One year.”

POSSIBLE APPLICATIONSLogo.Zine.Product tags.Layout of store experience.Shopping bags.

CALL TO ACTIONWe want people’s lives to be changed both throughout the world and in our store.

TOMS

TOMS is a for-profit shoe company. The business operates around the idea of for every pair of shoes they sell, they donate a pair to a child in need in a developing country.They do not own their own retail stores but rather sell their shoes through major companies such as Nordstrom, Urban Outfitters, and Bloomingdale’s. They also have an online site where people can purchase their products.

Their message is simple. Easy to understand. You buy a pair a shoes, they give a pair shoes. People feel good about buying their products. They are willing to spend the $70 for a pair shoes because they know that they are also helping a child receive a pair as well.They have not had to spend hardly any money on advertising because they have relied on people’s word of mouth. When people get excited about something, they will take care of the advertising for you. They will be your biggest advocates.

Target Audience: charitable people who want to make a differenceMarketing: One for One. Buy a pair of shoes, we give a pair of shoes.Various events. “One Day Without Shoes.”Weakness: You don’t get any follow up after you purchase your shoes. It would be nice to get some kind of information regarding the shoes that you provided for a child.

World of Good by Ebay

World of Good Inc. is a U.S. based importer and reseller that brings handcrafted products from cooperatives, NGOs and nonprofits in developing coun-tries to the US market with the aim of promoting fair trade. According to the company, World of Good donates 10% of its profits towards its sister fair trade organization World of Good: Development organization, a 501 non-profit that attempts to build a stronger fair trade crafts movement in the United States. In September 2008, eBay licensed the “World of Good” name and partnered with the company to develop an online fixed price store, WorldofGood.com. The store allows customers to find out more about the seller of an item. To distinguish the products World of Good inc. actually imports it re-branded its product line as “Original Good”.Target Audience: People interested in charitable causes and free trade productsMarketing: Online. Ebay.Weaknesses: Only an online presence.

RACHEL LANDRITHBRAND // Competitive Audit

Anthropologie

“Anthropologie is a lifestyle brand that imparts a sense of beauty, optimism and discovery to our customer. For her, Anthropologie is an escape from the everyday; it is a source of inspiration and delight, where innovative merchandising, customer centricity and a curated array of products come together to create an unimagined experience.Anthropologie products are an expression of our customer’s appreciation for artfulness and good design. To that end, our buyers and designers travel the world to uncover special products and to collaborate with talented artisans. Our assortment includes clothing, accessories, shoes, beauty, home furnishings, found objects, gifts

and décor that exhibit influences ranging from vintage to global.”

Anthropologie is a chain of retail stores that sells women’s apparel and accessories, home furnishings, imitation found objects and an array of gifts and decorative items. Anthropologie currently operates over 135 retail stores in the United States, while orders from its website and catalog ship to over 30 countries worldwide. The products are eclectic and unique, imitating styles and patterns from all over the world. They create an experience through their stores. They draw on the senses and emotions. Everything is distinct. Everything is special. Everything is of value. Every product, every marketing strategy has been thoughtfully processed.

Target audience: WomenMarketing: They create an aesthetic experience. Every piece of decoration you see in the store was created by hand. Whether it be signage, a sculp-ture of some sort, hanging decoration, and window decorations.Weakness: Expensive prices.

Urban Outfitters

Urban Outfitters has been described as selling hip, kitschy, and ironic merchandise, for example, T-shirts emblazoned with the words “Jive Turkey” or “Atari”. They are known for catering to “hipster” culture and fashion, which incorporates an influence from past decades. According to their website, Urban Outfitters’ “estab-lished ability to understand our customers and connect with them on an emotional level is the reason for our success.” The site says that “the reason for this success is that our brands... are both compelling and distinct. Each brand chooses a particular customer segment, and once chosen, sets out to create sustainable points of distinction with that segment” and that “the emphasis is on creativity. Our goal is to offer a product assortment and an environment so compelling and distinctive that the customer feels an empathetic connection to the brand and is persuaded to buy.”Urban outfitters seek to create “a differential shopping experience, which creates an emotional bond with the 18 to 30 year old target customer we serve.”

They create an aesthetic and unique experience through their stores. Everything is distinct and unique. They know their target audience and engage with them well through tools such as social media.

Target Audience: 18-30 year oldsMarketing: “Be where the customers are.”

six DEVELOPING THE NAME AND LOGO

NE

NENE

NE

NE

NENE

NE

NENE

NE

NE1NE

ne

ne

NENE

ONE

ONE

ONE NEED I ONE COUNTRY I ONE YEAR.

❂

❅ ✳ ❈ ❈ohOH

ONE HEARTone heart

ohOHone heart

OHoh

✳one / heart

1

❂

❂

ONE

HEART

ONEHEART

ONEHEART

ONEHEART

ONEHEART

ONEHEART

ONEHEART

ONEHEART

{ deep breath }

the colors within the heart could change from year to year, based upon that country’s national colors.

{cambodia}

{cambodia} {india} {indonesia}

{cambodia}{india} {indonesia}

{cambodia}

{cambodia}

: cambodia

cambodia

: cambodia

: india

oneheart : japan

oneheart : cambodiaoneheart : australiaoneheart : brazil

oneheart : nicaraguaoneheart : nicaragua

oneheart : braziloneheart : australiaoneheart : cambodia oneheart : nicaragua

oneheart : nicaragua



oneheart : nicaragua oneheart : england oneheart : thailand oneheart : ethiopia

oneheart : cambodia oneheart : greece oneheart : spain oneheart : morocco

The logo will have the option to shift in perspective from year to year.

The country of focus and cause will be in the foreground for much of the branding.Colors will be chosen based on that particular country.

seven STATIONARY SYSTEM

THE LETTERHEADS

3847 MAIN STREET NASHVILLE TENNESSEE 37021 615-385-3975 ONEHEARTINFO.COM

ONE NEED. ONE COUNTRY. ONE YEAR.

3847 MAIN STREET NASHVILLE, TENNESSEE 37021 615-385-3975 ONEHEARTINFO.COM

ONE NEED. ONE COUNTRY. ONE YEAR.2014 : UGANDA : MEDICAL CARE

3847 MAIN STREET NASHVILLE, TENNESSEE 37021 615-385-3975 ONEHEARTINFO.COM

ONE NEED. ONE COUNTRY. ONE YEAR.2014 : CHINA : BUILDING SCHOOLS


3847 MAIN STREET NASHVILLE, TENNESSEE 37021 615-385-3975 ONEHEARTINFO.COM 3847 MAIN STREET NASHVILLE, TENNESSEE 37021 615-385-3975 ONEHEARTINFO.COM

ONE NEED. ONE COUNTRY. ONE YEAR.2014 : INDIA : CLEAN WATER

THE ENVELOPES

THE BUSINESS CARD

RACHEL LANDRITHPresident & CEO615-487-9586ONEHEARTINFO.COM

eight THE BOOKLET

The booklet will serve as a take away for customers that come into the store that will educate them more on the company as a whole as well as the area of focus for that year.

CHINA BUILDINGSCHOOLS

In 2012, we will be focusing our attention on China and raising money to build schools for children living in rural areas of the southwest region. All of the products that you will find in our store are inspired by different aspects of the Chinese culture and country.

picpic

Oneheart exists to meet one need in one country for one year through creating unique and inspir-ing proucts. We give half of our profit for that year

toward meeting that need.

Our hope is that our store will provide an experience that will leave a lasting impact not only on the people

we are helping, but on you as the customer.Join us as we embark on this new journey for 2012.

THE PROBLEM / 50.3% of China’s mainland population live in rural areas & the majority of these people are living in remote poverty. Most children have to walk long and dangerous distances to the nearest school in order to receive an education.

THE SOLUTION / Schools need to be built in these rural areas so that more children will be able to receive an education.

THE GOAL / Raise at least $35,000 to build 10 schools in 10 different cities of rural southwest China by the end of 2012.

1 SCHOOL = $3,500

10 SCHOOLS = $35,000

Let the experience begin.

www.oneheartinfo.com

nine PRODUCT TAGGING

The product tags will serve as informational as far as what the product was inspired from, as well as conveying the price and bar code.

ONE CARDIGAN.ONE NEED. ONE COUNTRY. ONE YEAR.

ONE QUILT.ONE NEED. ONE COUNTRY. ONE YEAR.

ONE BOOK.ONE NEED. ONE COUNTRY. ONE YEAR.

ONE WALLET.ONE NEED. ONE COUNTRY. ONE YEAR.

ONE DRESS.ONE NEED. ONE COUNTRY. ONE YEAR.

ONE JACKET.ONE NEED. ONE COUNTRY. ONE YEAR.

ONE SATCHEL.ONE NEED. ONE COUNTRY. ONE YEAR.

ONE JOURNAL.ONE NEED. ONE COUNTRY. ONE YEAR.

ONE PAIR OF SHOESONE NEED. ONE COUNTRY. ONE YEAR.

ONE PILLOW.ONE NEED. ONE COUNTRY. ONE YEAR.


Chinese interiors are identifiable through highly-stylized or carved furnishings featuring handpainted designs on lacquered finishes, brightly-colored accessories and ornaments or statues of animals or mythical creatures. Red is used abundantly as a

symbol of good luck.

ONE PILLOW.ONE NEED. ONE COUNTRY. ONE YEAR.

ONE JOURNAL.ONE NEED. ONE COUNTRY. ONE YEAR.

These journals were created using the “Butterfly binding” which was developed around 1000 AD in China with the advent

of printing. Each printed sheet was folded in half with the printed pages facing each other, the sheets were then pasted

together at the fold.

ONE DRESS.ONE NEED. ONE COUNTRY. ONE YEAR.

This dress was created through the inspiration of traditional Chinese culture. Darker colors were favored over lighter ones in traditional Chinese clothing. They were dark while bright, elaborate tapestry designs accented. The Chinese are said to have a fully developed system of matching, coordinating, and

contrasting colors and shades of light and dark in apparel.

ONE CARDIGAN.ONE NEED. ONE COUNTRY. ONE YEAR.

This cardigan was created through the inspiration of traditional Chinese colors and patterns. Each adornment was inspired by

ancient Chinese culture and symbols.

the end

Design 451 Process Book

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