Visual Campaign for Orlando Harpist Christine MacPhail

Table of Contents

A. Company Analysis
B. Banner Ad Designs
C. Social Media
D. Email Design
E. Wireframe
F. Web Page
G. Misc Graphics
H. Summary

A. Company Analysis

Christine MacPhail is a well-established, professional harpist in the Orlando, Florida area. As a small business, she mainly provides harp music for corporate and other specialty events and weddings, ranging from ceremonial music to reception. Besides viewing her current website and Facebook page, I found Christine MacPhail very easily on theknot.com, with an impressive 5-star rating out of a whopping 83 votes. It’s clear from the voters that she is very talented and has a tremendous relationship with her clients. I feel very fortunate to have the opportunity to redesign the campaign.

For the past four months, the importance of an Integrated Marketing Communication (IMC) has been absolutely drilled into me. In summary, having a brand with an IMC means that your messages along all communication channels will be consistent and clear. Doing this will help your brand appear unified, and will help potential clients remember your brand. I have learned that it is especially important to achieve ubiquity in a campaign because it takes “7 different touches” for someone to notice or respond to a brand; being consistent in the ways that a client may come in contact with your campaign (through different sources of media) will create that recognition and trust you need to drive traffic. To learn more about the importance of IMC campaigns, feel free to click here.

Christine’s main clientele are 20-something women planning their weddings. Even though I have never been married and have no personal experience in wedding-planning, these women were my main inspiration for the way I designed her campaign. Because Christine’s business resides in Central Florida, a hotspot for destination weddings and just a beautiful, scenic area in general, I definitely wanted to take advantage of color to attract soon-to-be brides. Elegance, beauty, and romantic: three words every woman wants to exude on her wedding day; three words that could easily apply to the sound of a harp. It was my mission to create imagery that gave off that vibe.

B. Banner Ad Designs

I designed four banner ads for this campaign. I chose to do the same large image throughout of a bouquet with a bridge in groom blurred in the background. I think this imagery would easily catch the eye of a young woman surfing around for wedding inspiration and ideas. I chose the same slogan, “You found your prince, now find your song,” throughout every ad. I purposely used this slogan to market the company for what it is. More than a wedding advertisement, it has to advertise music. You also get a preview of my logo design as well. You can view them below.

Leaderboard
Leaderboard design.
enhancedleaderboard
Enhanced leaderboard design.
Cube
Cube design.
Button
Button design.
bannergif
Animated leaderboard.

Finally, I also designed an animated version of one of the banner ads. I chose to use the leaderboard, because I thought it most visually interesting.

C. Social Media

Social media is such an integral part of a campaign. You can never underestimate the value of reaching out to potential clients through all different channels and giving your clientele the option of how to connect with you. Below you will see that I developed three Facebook cover options, one Facebook timeline image, one Twitter cover option, and one overlay for Instagram. You can view them below.

fboption1
Facebook Cover Option #1
fboption2
Facebook Cover Option #2
fboption3
Facebook Cover Option #3
timeline
Timeline cover photo.
twitteroption
Twitter cover photo.
instagramexample
An example of how the instagram overlay would look on an actual image.

 

As you can see, I decided to continue with the blurred, mostly green, outdoor theme. Because the business is centralized in beautiful sunny Florida, I thought what better way to showcase what a typical wedding could actually look like. I also mimicked the same overlay banner in white with a lowered opacity, with the same font as in the banner ads, Raleway, in a variety of weights. You can clearly see the similarities between the social media and designs and the banner ads, this goes back to the “integrated” part of the campaign. 🙂

D. Email Design

Next, I created a “Dedicated Email” style e-mail. This means that the email was styled toward someone with a specific purpose: to get them to respond to a call to action. As you can see from this email design, I continued to use wedding-inspired imagery. However, I also wanted to integrate the colors of your new logo design into the email. You can see that I included a promotion to contact you for an event the new person may be interested in. I also added a small tidbit on the bottom for people who may be interested, but have no experience in classical instruments. The result is below.

email.jpg
Potential email design for a new subscriber.

E. Wireframe

From the e-mail design, I dove into the wireframe. This is simply a mock-up of how I envisioned your website to look. It gives you a basic foundation of the concept.

wireframe.jpg
Wireframe for the homepage of the website.

F. Web Page

Following the wireframe, I constructed the actual home page. As you can see more easily, I decided to have a rolling image gallery of photos of you in action, Christine. Your current website has many images of you, and I think it helps to connect potential clientele to a real person instead of a business title. For that reason, I decided to showcase you playing the harp at various venues.

As for everything else, I thought a simplistic, clean design in the logo colors would work best. Of course, I also wanted a music player on the homepage to give clients a taste of your work. (Side note: I love Jason Mraz, so I had to put him first!)

webpage
Web page design.

G. Logo Design

Finally, we get to my favorite part: your new logo! I designed this image as a vector, which means it can be transformed to any size without pixelation. I know that you requested a “flowy harp” image, and so I designed a harp in one of Pantone’s new Color of the Years, Serenity, a tranquil blue-purple. I thought it was such a beautiful color and would work perfectly in the music and wedding industry. As I mentioned in my company overview, when I think of a harp, I think of elegance, beauty, and romance. I chose Serenity because it embraces all of that and more.

The secondary color I chose is a beautiful orange-yellow. On the color wheel, orange mirrors blue and purple mirrors yellow, so to offset Serenity I chose this color. Because it is an inviting, warm color, they pair nicely together. They are both vibrant and eye-catching, and I know that any bride-to-be will be drawn to them.

I decided to make your name in a script font called Daydreamer. I was drawn to it for many reasons, but I think it works well again because it looks like an actual signature. I wanted your webpage to feel like an extension of you and your work, and to feel cozy and intimate to invite young women to contact you for your services. “Orlando Harpist” is in the same font used throughout the entire campaign: Raleway, in a variety of weights.

An optional slogan can also be included: “Fairytale music for your happily ever after!”

logo1
Original logo without slogan.
logooriginal
Original logo, with slogan.
logoreverse
Inverse logo option.
logograyscale
Greyscale logo option.

 

H. Summary

For additional ideas to promote your integrated marketing campaign, I would highly suggest continuing to utilize your social media on a weekly basis (at the bare minimum). Utilize your channels like Instagram and Youtube with new music.

Many believe that print is a dying media, but I advise you to consider mail and flyers. People like to see things in person, and there are many ways to capture a person’s attention. You could attend bridal shows with goodies, like magnets, pens, or stickers.

This about wraps it up on my end. I hope you enjoyed this potential new design for your business. I sincerely appreciate the opportunity to create this campaign for you.

 

Email Design for Dunkin’ Donuts

Phew, this week sure was a doozy! In class we learned about company e-mails and how important they are for marketing. Did you know that 91% of people check their e-mail at least once per day, and that the average person receives 416 e-mails in a single month? I know that I receive at least that many from all the companies I have subscribed to. Emails are a very popular and useful way to market a brand, when done correctly. This week my class learned tips and tricks to create the most effective design for e-mails, and how the slice tool in Photoshop makes it that much easier to translate graphics to HTML and CSS.

This week, my class was given the task to create a promotional e-mail based on the company we chose last week for the banner ad assignment. I had chosen Dunkin’ Donuts and did a holiday inspired theme based on their holiday coffee flavors, so some work was already done for me! The logo and coffee bag image was easily accessible, and I had already downloaded a variation of the Dunkin font, so that made my assignment easier already.. but don’t let it fool you, this was probably one of my most time-consuming projects yet.

We had various criteria to meet, including displaying at least three photos, the company logo, a navigation bar, a footer, three social media icons, a clear promotion, a call-to-action, contact information, a way to unsubscribe, a way to share with a friend, and a way to view in a browser. Basically we needed to include all the tiny background elements you often forget are even in an e-mail!

My banner ads had an orange background, but I decided not to translate to the e-mail literally. So, I simply gave the white e-mail a thick orange border. Next, I placed the logo image and created the navigation bar. You can see from my final that I set the navigation behind the logo to make it stand out, and added various links to different pages of their website. I copied the navigation bar and pasted it as my footer at the bottom, but of course altered the content. The social media icons on the footer took a long time to perfect; I could see what I wanted in my mind’s eye but couldn’t figure out a simple way to reproduce it!

Next I placed the coffee bag images (with drop shadows) and set them all side-by-side. I decided to create a banner image by using different rectangular shapes, altering them using the direct selection tool and free transform, turning the whole into a smart object, and warping it (specifically with arc at 15%) through free transform again. This took me about 30 minutes to really perfect because it had many layers, but ultimately I think it makes my design that much more interesting. I did this banner in a magenta color drawn from the Dunkin’ Donuts logo, and set white promotional text on it. The rest of the text of that promotion was done on a magenta button, which had a bevel and emboss effect to give it more dimension. I decided on a 40% off coupon for “our loyal subscribers” because it promotes e-mail and brand loyalty, in the form of a coupon. 🙂 I basically copied this process for my second promotion, the gift card. However, instead of all the text being on the button, I set the text in Dunkin’ orange and made a smaller button with “Click here.” Who doesn’t love gift cards, right?

Even though my design isn’t totally the same as my banner ads, the ideas are still identical. For example, in both I used the magenta color to draw your eye to the most important elements: the header and the call to action.

Below you can see my final image. I emphasize final because I cannot stress how many times I uploaded my image here, noticed something I didn’t like, changed it in Photoshop, and had to re-upload it again. (Hint: the answer is an embarrassingly high number.) Anyway, from here I could easily slice pieces of the image to then translate to the e-mail. I hope you enjoy it as much as I do.

design10

DISCLAIMER: I am in no way affiliated with Dunkin’ Donuts. This was an educational exercise, and I’m simply a long-time patron.

Dunkin’ Donuts Holiday Banner Ads

Happy Sunday, everyone! This past week in Digital Imagery, we discussed banner ads as a form of advertisement. Banner ads are pretty interesting way to market to consumers without them being able to just toss it aside (like the ads you find in your mailbox… does anyone look at those?). They are those sneaky little boxes you find as you browse random websites (CNN, Facebook, etc); they can be stagnate or animated, but most offer some kind of reward for clicking the ad and going to the advertiser’s page. They normally are pretty straightforward, too, containing the company logo, a simple promotion, and a button to link you to their page. They don’t always even need a picture! Most come in a standard size, such as “leaderboard,” “skyscraper,” or “button,” but there are others, as well.

This week I was assigned to make a banner ad series for a company in its fourth quarter (October, November, December). This is definitely my favorite quarter of the year, so it was hard for me to decide exactly which company to pick! 🙂 As an avid coffee drinker, I decided to go with a company that celebrates the seasons as much as me: Dunkin’ Donuts. We needed to make banner ads in the following sizes:

  1. Leaderboard: 728 x 90
  2. Rectangle: 300 x 250
  3. Skyscraper: 160 x 600
  4. Button: 320 x 75

So, the first thing I did was look for some photos I could easily edit. I found a nice large image with three differently flavored coffee bags and a nice large Dunkin’ Donuts logo. Using the magic wand tool, I deleted the white backgrounds around the coffee bags. Since Dunkin’ Donuts uses bright orange and pink as their colors, I decided to make the background of all of my banner ads a gradient of a bright orange to a slightly lighter orange. I started in the rectangle (it seemed like it would be easiest because of its nearly-square shape) and placed the Gingerbread coffee bag and the logo inside. I managed to find a similar-looking “Dunkin” font on dafont.com, so next I added the type “Introducing… All new HOLIDDAY flavors!” in white with the double “d” in “holiday.” As an avid consumer, I know that Dunkin’ Donuts likes to add the second letter, since it’s their alternate logo. I then created a pink button using the rounded rectangle tool, and added a 3pt stroke. Beneath the button I added a “Limited time only” caption because holiday flavors only last through the end of January (if I remember correctly). Finally, I added a drop shadow to all of the main promotional type and the coffee bag to give the image some depth, and a 1pt black stroke around the entire image.

For the other three banner ads, I did a variation of this advertisement. The size was quite constrictive of how many coffee bags I could use in each advertisement, how detailed I could get with the promotion, and of course placement for the logos, images, and type.

Here is my final ad series:

rectangle
Rectangle ad.
leaderboard
Leaderboard ad.
skyscraper
Skyscraper ad.
button
Button ad.

Last but not least, I was challenged to turn one of my banner ads into an animation. I chose to do the skyscraper because I thought it was the most interesting. I opened the timeline panel from Window tab, and set up five frames at 2 seconds with .2 second tweening between each. Finally, I set up a 3x loop. You can see my final product below.

ddanimation2
Skyscraper ad animation.

Thanks for stopping by, see you next week!

Disclaimer: I am in no way affiliated with Dunkin Donuts, I’m simply a consumer who enjoys their products and this was an educational exercise. 🙂