On the opposite side of the spectrum there are times when we
are presented with a project we could spend hours on and feel like we have
gotten nowhere. For me this project was a billboard sign for Most Home. While I
had tons of ideas for the for the company my sources were limited. The company
was determined to only use a set of 4 pictures. While they weren’t bad images
they were bad selections for the campaign they wanted to show.
The company was wanted a campaign to sell their new smart
lock. The images they had focused on the technology and the smart lock features.
However, the community they are using the billboard in didn’t have a large
community of tech lovers. The community valued family and community connection.
So as a designer it was very difficult to figure out how to put these two
pieces together. How do you use tech images to reach a not so tech community?
I decided trying to effect the emotions would be a great way
to sell this product. Since family is what the community valued I wanted to
make a campaign that effected that. Choosing a tag line like “is your family
safe?” was a good way to do this. I wanted people to question their families safety
and have a need for something that would offer a solution to this fear.
To help push the fear factor a tiny bit more I wanted to use
an alarming color that contrasted with the blue of images they provide. Which I
selected an orange, it’s an eye catching color that causes alarm and contrast
well the blue. With the colors and scare line I felt this was a great way to
connect or get the attention of the community.
While the community is not as interested in tech, by making the tech something that would be needed to protect something they truly care about. This was a great tactic to get the product marketed but it wasn’t easy getting to it. Sometimes an artist take on project that go against their strongest skills. However the best skill a designer can have is to always keep learning. Don’t be afraid to try new things and take on challenges in your career. You never know what you can achieve until you try!
On the complexly other side of the spectrum, sometimes
clients will bring you project that you just click with! As they explain what
they want you can’t help flood your mind with ideas. I was presented with the
task of designing a logo, symbol, and
pattern for a tea company called Steep.
Steep is a tea company based in Richmond, Virginia. They
pride themselves on providing the highest quality black, green, and herbal teas
in the state of Virginia. Using the best ingredients from around the world,
Steep has created a variety of unique custom tea blends. Steep is looking to
develop a set of subscription boxes that will deliver tea, cookies, and travel
mugs to people across the country and around the world.
After reading the keywords I knew exactly what direction to
take this project. I drew inspiration from old Japanese tea traditions and
kimono patterns. Kimonos are beautiful works of art. Often depicting mysterious
or tranquil stories of the past. Not to mention the well-known Japanese tea rituals
that are commonly practiced in japan.
With this knowledge in hand I focuses in on the traditional tea
cup most commonly used in japan which I created using the two E’s in the
company name. Referencing Japans love
for technology and advancement I picked a font that was both modern but not
over powering. It has enough sedulity to allow the cup to be the main focus
without making the work completely unreadable.
Once I narrowed down the shape I wanted I turned it into a
repeating pattern that replicated the feeling of a kimono pattern. Giving the
company a gentle earthly tones of green, brown and tan to help with that natural
and calming feeling.
I knew right away what direction I was going with this
project. Sometimes your strengths pull your through right away and bring out a
wonderful design. With this project the keyword really narrowed in my focus. To
me they just screamed Japanese tea traditions! I’m so proud of how this design