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.

 

Kirkland’s and IMC

This week in Digital Imagery in Web Design, we learned all about Integrated Marketing Communication, or IMC. I had never heard of the term before this week (I have a science background, so I’ll be honest and admit most class content is completely foreign), but I learned that in summary, it is when a company has consistent messaging and advertising along all communication channels. I learned that I’ve been unknowingly enjoying IMC for quite some time through my personal social media channels, mailings, and TV advertisements. I actually enjoy when a company hypes a new product line this way, because I see it so constantly in different media, it strikes my interest.

football-turkey
Be honest: could you resist this face?

One company that always keeps me coming back for more is perhaps my favorite home store, Kirkland’s! I recently purchased my first house this past summer, and it was where I bought knick-knacks to turn my house into a home. If you’ve never stepped foot in a Kirkland’s, don’t. I’m serious, you will never want to go anywhere else for inexpensive decor. I’m not proud to admit that Kirkland’s all but forced me buy an NFL-themed turkey this year… in July, in 95-degree weather, the week it came out..

But I digress. Kirkland’s integrates their marketing year-round; I’m at the point where I look forward to their cover photo changing so I can see the new set of products. I follow Kirkland’s on Facebook, Twitter, and Pinterest, in addition to receiving an e-mail (and coupons) almost every day. When I received this assignment to create an additional image to match with their IMC campaign, I immediately thought of Kirkland’s and dove into their different social platforms. Here’s what I found:

screenshot-kirklands
An autumn-inspired advertisement from Kirklands.com.
pumpkins-fb
Pumpkins featured in their Facebook cover photo.
screenshot-dealoftheday
“Deal of the Day” screenshot from Kirkland’s website.
screenshot-twitter
Screenshot of their fall-inspired bg photo on Twitter.

I really love their “Deal of the Day” section and wanted to focus on that in my assignment a) because it changes everyday and b) they post about it on every channel. So, I started by opening the screenshot of the DotD in PS, and copied the stamp-looking image and pasted it into my document. At first I used the lasso tool to try and erase the box in the background, but I thought it looked too harsh, so instead I used the eraser tool with the hardness set at 40% to eliminate the crisp edge. I also did not like how the top part of the circle in DotD looked as though it had been cut off, so I selected another part of the circle, copy and pasted it onto a new layer, and turned it until I was satisfied with the way it fit. Then I softly erased some of the edges again to make it less harsh and blend easier. Next, I wanted to recreate the background rectangular box. Using the eyedropper tool, I selected the color from the screenshot and created a rectangle similar to the one seen in the original. I added a stroke (within layer styles) on the box.

Progress on my design.
Progress on my design.

The original also has a light, basket weave-like pattern. To mimic this, I selected the pattern stamp tool and looked through some of the styles offered. I chose the style group called “Artists Brushes Canvas” and selected the second one from the right. After creating a new layer, I then selected the inside of the rectangle (not including the stroke), and stamped everything inside this selection. Since the pattern was in black and white, I changed the layer mode to “Soft Light” which laid the pattern nicely over the color of the rectangle beneath. I’m actually surprised by how similar it looks to the original.

I chose which graphic I wanted to make my Deal of the Day: a cute Polka Dot Boo Wooden Sign. The photo had a background, so I added a mask to the pasted image and  painted the background black (this took forever, but it was a requirement to use a mask). From there I added a layer style, a drop shadow, to make the wooden image stand out more. The deals of the day always have a cute pun, followed by the details of the product. I chose “Fall into Halloween!” and then added the details of the sign and the price. The original photo has the text the same color as the circle in Deal of the Day, so I used the eyedropper tool to pick that up. Then I pasted in the Kirkland’s logo on the bottom so consumers would know where to buy the Deal of the Day.

showcase5Above you will see my final version! I’m very pleased with the way it came out and personally feel that it looks like something Kirkland’s could easily integrate on their website.

Thanks for stopping by, and please feel free to leave a comment or suggestion!

Disclaimer: I am no way affiliated with Kirkland’s, this was an educational exercise and I’m simply a fan of their merchandise.