Top Banner
KEITH BLACKSHEAR SUMMER 2016 GUIDEBOOK
43

Internship Booklet2

Jan 22, 2018

Download

Documents

Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Internship Booklet2

KEITH BLACKSHEAR S U M M E R 2 0 1 6 G U I D E B O O K

Page 2: Internship Booklet2

CONTENTS | 1Summer 2016

TABLE OF CONTENTS

Social Media Flyers....................................................................................................................................... 2

Star of the Week Logo ................................................................................................................................ 12

Parkour Facilities ........................................................................................................................................ 14

Modern Parkour .......................................................................................................................................... 40

Wineries & Vineyards .................................................................................................................................. 51

PHLY Tumblr Page ....................................................................................................................................... 72

Page 3: Internship Booklet2

Summer 2016

Social Media Fliers

FLIERS | 3

Christmas4th of July

Customer Appreciation DayBest Friend Day

Page 4: Internship Booklet2

HalloweenEarth Day

Summer 2016

Social Media Fliers - (cont.)

FLIERS | 5

Independence DayEaster/Spring

Page 5: Internship Booklet2

Martin Luther King Jr. DayLabor Day

Summer 2016

Social Media Fliers - (cont.)

FLIERS | 7

New Year’sMemorial Day

Page 6: Internship Booklet2

Summer 2016

Social Media Fliers - (cont.)

FLIERS | 9

St. Patrick’s DayOpposite Day

Teacher Appreciation DayPresident’s Day

Page 7: Internship Booklet2

For my first project of the internship, I got a small taste of corporate brand identity and informational graphics. I designed a series of 8.25 x 11” holiday fliers. The only requirements were to avoid religious elements, incorporate elements of the brand identity ( colors and typefaces) and have the PHLY logo on every flier. From there, I was able to choose how to communicate the holidays that I chose. I decided to keep the designs as simplistic as possible for the most part, as there’s no clue who or how many will see it.

Valentine’s Day

Summer 2016

Social Media Fliers - (cont.)

FLIERS | 11

Thanksgiving

Page 8: Internship Booklet2

This logo was designed will be used recognize someone who went above and beyond the call of duty in the PHLY Marketing Department. Slightly confused on where to start, I began to incorporate elements of our Brand Identity, such as the bell and the PHLY acronym. But I began to lean towards a cleaner look, and decided against the bell. I also decreased from three shooting stars to one. I also experimented with the position of the star, as well as adding the word marketing.

1st Variations

2nd Variations

3rd Variations

Summer 2016

Star of the Week

STAR OF THE WEEK | 13Summer 2016

Page 9: Internship Booklet2

v

Parkour FacilitiesINSURANCE BRANDING

PARKOUR | 15Summer 2016

Page 10: Internship Booklet2

Summer 2016

Parkour

Parkour is a training discipline using movement that developed from military obstacle course training. Traceurs (those who practice parkour) aim to get from one point to another in any environment, without assisting equipment and in the fastest and most efficient way possible. Parkour includes running, climbing, swinging, vaulting, jumping, rolling, quadrupedal movement, and other movements as deemed most suitable for the situation. Its development from military training gives it some aspects of a non-combative martial art.

Parkour is an activity that can be practiced alone or with others and is usually—but not exclusively—carried out in urban spaces. Parkour involves seeing one’s environment in a new way (geopsychology), and imagining the potential for navigating it by movement around, across, through, over and under its features.

The purpose of this project was for me to design an insurance identity for a ‘what if’ product of Parkour Facilities (which I placed under the category of Health & Fitness). This insurance package would include facilities to train in the art of parkour, as well as obstacle courses and other participating events or fund-raisers.

Page 11: Internship Booklet2

Summer 2016

Marketing Materials

PARKOUR | 19

Page 12: Internship Booklet2

Summer 2016

Marketing Materials - (cont.)

PARKOUR | 21

Page 13: Internship Booklet2

Summer 2016

Marketing Materials - (cont.)

PARKOUR | 23

With every product insured by PHLY comes 3 documents: Product Highlights, a Brochure and 10 Reasons Why. So I took them and made them my own, tailoring them to a package suited for Parkour Facilities and all that comes with it. Using the same photography, I fit these documents to the identity.

Page 14: Internship Booklet2

Summer 2016

Pull-Up Banners

PARKOUR | 25

In addition to the marketing material, Pull Up Banners can be designed for visual purposes, should they get hung up in an office or shown at a PHLY booth. I designed three banners for the parkour facilities identity: one specifically for the package, one where I added the elements of the insurance package to the Health & Fitness category, and one that used elements from some of the other graphic examples. Together, they show the range of the entire identity.

Page 15: Internship Booklet2

Summer 2016

Ads

PARKOUR | 27

Because there are no strict rules or requirements for Parkour, there are almost infinite possibilities for Traceurs to move about their environment. And the risks involved could be just as innumerable. So I designed a series of PHLY ads so the company would be able to show Parkour Facilities that they would be as insured as possible. Because parkour isn’t commonly known, I used photography that would illustrate it as clearly as possible.

Page 16: Internship Booklet2

Like the ads, I designed the fliers with the purpose of reassuring agents and companies. But they also improve the digital representation of the product, and reach people on Facebook, Twitter, LinkedIn, and Tumblr.

Summer 2016

Social Media Flyers

PARKOUR | 29

Page 17: Internship Booklet2

Parkour in the Park 2016 is an event (one that PHLY could attend and have a booth at) that was made up in assistance with this project. It’s a fund-raiser for the Challenged Athletes Foundation, complete with free participation for all interested traceurs and free food for the public. I used an illustration with a rugged outline to emphasize the atmosphere of parkour. From there, I organized the information accordingly and separated it with elements that used the same texture.

Summer 2016

Poster

PARKOUR | 31

Page 18: Internship Booklet2

For the Parkour in the Park, I designed a postcard to show how the parkour marketing would look much smaller. I started by using a picture that clearly illustrated some of what parkour is. For the back, I included lines for naming and address information, while accommodating for the lack of space. I used an illustration with the same outline as the poster. I also used the same event information from the poster.

Summer 2016

Postcard

PARKOUR | 33

Page 19: Internship Booklet2

Every product of Philadelphia Insurance Companies has a web page for its documents and information. So I designed a mock-up of the PHLY website in relation to Parkour Facilities. This shows the documents of the insurance identity, and gives the product a digital presence, so the information is available to all who are interested in the insurance.

Summer 2016

PHLY Website Mock-up

PARKOUR | 35

Page 20: Internship Booklet2

Parkour is a very mobile and rough discipline. And our giveaways are meant to display that.

With all of the climbing, scaling and ledges in parkour, we have gloves to avoid traceurs from developing any unnecessary bruises/calluses. And the additional grip and protection will allow them to climb faster and longer.

The sling pack, a compact, triangular bag, is ideal for traceurs because it clings to a person’s back, so traceurs can carry what they need to and train as they see fit.

Lastly, I designed a shirt using the same imagery and color scheme as the poster. Clothes allow the same freedom and personal expression as parkour, so it was a practical giveaway.

Summer 2016

3-D Promotional Giveaways

PARKOUR | 37

Page 21: Internship Booklet2

A booth setup was designed to show how PHLY would present themselves in such an occasion. The Pantone 201 became the primary color for most of this project, so I also changed the tablecloth to the same color. It also included a flyer for free T-shirts, something I know many traceurs would like to have.

I also changed the backdrop of the layout to a brick wall, showing the realistic feel of parkour. And for the table, I included the 3-D giveaways to show our understanding of Traceurs and their interests.

Summer 2016

Booth Setup - Conventions

PARKOUR | 39

Page 22: Internship Booklet2

Modern ParkourBRANDING GUIDELINES

Summer 2016 MODERN PARKOUR | 41Summer 2016

Page 23: Internship Booklet2

Modern Parkour is a facility where interested parties can practice techniques, talk with fellow trainees, and enjoy a full-body workout. Keeping in mind the risky an underground atmosphere that parkour is known for, I began with hand lettering. From there, I experimented with a background and texture that allowed me to use a 2 color system appropriately. I then applied textures to both the lettering an background to relate the logo to the grungy/sketchy feel of parkour.

1st Variations

2nd Variations

3rd Variations

Summer 2016

Logo - Development

MODERN PARKOUR | 43Summer 2016

Page 24: Internship Booklet2

Summer 2016

Logo

Equal Distance

Letters extend past the circle

One continuous line

Brush Definition:Charcoal Soft

1"

Note:Embroidery and e-communication (web and e-flyer) applications may need a larger minimum size to accommodate reduced dots per inch (dpi).

Minimum Usable Print

Original Logo

MODERN PARKOUR | 45

The Modern Parkour logo is the face of the company’s brand identity. Proportional accuracy is the key to maintaining the identity among others. The hand lettering extend past its already grungy background to reflect the freedom that Parkour allows.

ElementsThe type of the logo is hand lettered, (both letters are made up of individual strokes - 6 strokes in total) and sits on a black circle. Also, both the circle and the letters of the logo have a soft charcoal brush effect to them.

Minimum Size RequirementsMinimum size requirements (1 inches tall) will be enforced so to provide clarity to all necessary elements of the logo.

Page 25: Internship Booklet2

Summer 2016

Brand Colors

Primary Color

Accent Colors

Pantone 7740 CR 54 | G 143 | B 63

C 81 | M 48 | Y 89 | K 60

Pantone 208 CR 139 | G 28 | B 64

C 32 | M 99 | Y 61 | K 26

Pantone 724 CR 149 | G 78 | B 14

C 30 | M 72 | Y 100 | K 24

Pantone 2768 CR 8 | G 30 | B 63

C 100 | M 87 | Y 42 | K 52

MODERN PARKOUR | 47

Green is the primary color for the Modern Parkour branding, with accents of red, gold, and blue. Colors are just as important as the design itself, and I chose colors that express the vibrancy of parkour. Modern Parkour chose PMS 7740 for the main color, while PMS 208, 724 and 2768 were adopted to compliment the green of the hand lettering.

Page 26: Internship Booklet2

Summer 2016

Typography

MODERN PARKOUR | 49

Formata (primarily use Light, Regular and Bold) is the main typography choice for headers and captions for marketing material. The sans serif font expresses the simplicity of parkour.

ITC Century font is used for body text in the Modern Parkour brand. It reinforces and compliments Formata and gives the identity a modernized feel.

Supporting Fonts: For most company-wide correspondence such as applications, letters, legal documents, Arial and Times New Roman are recommended as a default typeface when the primary fonts arenot available.

Formata RegularABCDEFGHIJKLMOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+:”<>?

Formata LightABCDEFGHIJKLMOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+:”<>?

ITC Century BookABCDEFGHIJKLMOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+:”<>?

Formata BoldABCDEFGHIJKLMOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+:”<>?

Page 27: Internship Booklet2

Wineries & VineyardsINSURANCE BRANDING

WINERIES | 51Summer 2016

Page 28: Internship Booklet2

Summer 2016

Wineries & Vineyards

A winery is a building or property that produces wine, or a business involved in the production of wine, such as a wine company. Some wine companies own many win-eries. Besides wine making equipment, larger wineries may also feature warehouses, bottling lines, laboratories, and large expanses of tanks known as tank farms. The old-est winery in the world found to date is a 6,000-year-old winery in the Areni region of Armenia, which is still a wine-making region today.

A vineyard is a plantation of grape-bearing vines, grown mainly for wine making, but also raisins, table grapes and non-alcoholic grape juice. The science, practice and study of vineyard production is known as viticulture.

Vineyards are often characterized by its terror, a French term loosely translating as “a sense of place” that refers to the specific geographical and geological characteristics of grapevine plantations, which may be imparted in the wine.

As part of the PHLY Summer Associates program, I became part of a team where we were tasked to either create a PHLY product’ insurance package, or recreate an exist-ing one. And my team and I decided on a package for Wineries & Vineyards (under the category Recreation & Entertainment). From Marketing to Underwriting, the team came together and researched to find out what would be necessary to properly insure a market like wineries.

Page 29: Internship Booklet2

Summer 2016

Presentation Slides

The biggest part of the Summer Associate group project is the presentation that we gave during the last week of the program.

Purple was an obious color theme, given the subject. For slide titles, I used Georgia, fitting the presentation with the typography of the PHLY Branding.

For the title page, I used an overall icon to summarize the product that we presented. And the overall master page for the slides included a footer (PHLY logo, Tagline, and icon from the title page), and an opaqued image of wine barrels.

As you can see above, some slides required the removal of certain elements. In most slides where content continued to the right of the slide. There were other slides where I removed the title page icon from the footer. And in few cases, both of these emelents were removed.

WINERIES | 55

Page 30: Internship Booklet2

Summer 2016

Marketing Materials

WINERIES | 57

Page 31: Internship Booklet2

Summer 2016

Marketing Materials - (cont.)

WINERIES | 59

Page 32: Internship Booklet2

With every product insured by PHLY comes 3 documents: Product Highlights, a Brochure and 10 Reasons Why. So I took them and made them my own, tailoring them to a package suited for Wineries & Vineyards and all that comes with it. Using the same photography, I fit these documents to the identity.

Summer 2016

Marketing Materials - (cont.)

WINERIES | 61

Page 33: Internship Booklet2

Summer 2016

Pull-Up Banners

WINERIES | 63

In addition to the marketing material, Pull Up Banners can be designed for visual purposes, should they get hung up in an office or shown at a PHLY booth. I designed two banners for the Wineries & Vineyards identity: one specifically for the package, and one where I added the elements of the package to the Recreation & Entertainment category. These show the basics of the insurance package, as well as how it fits in accordance to the rest of the PHLY markets.

Page 34: Internship Booklet2

Summer 2016

Ads

WINERIES | 65

Between caring for ingredients, transportations, crops and bottling there are many ways to lose money in the winery industry. So I designed 2 PHLY ads so the company would be able to show Wineries that they would be as insured as possible.

Page 35: Internship Booklet2

Summer 2016

3-D Promotional Giveaways

WINERIES | 67

Wine lovers tend to implement certain tools; certain glassware, certain tools, etc. And our giveaways are meant to display that. These three products are specifically giveaways, meant for the wine lovers and users instead of the winery owners themselves.

The coasters, cheese knives, and wine glasses are all items that my team and I thought wine lover would like to have and use. And because all of these items are often sold in sets, I created versions with the logo and the tagline on them. This way, I thought the wine customers would also get a feel for the face of quality insurance.

Page 36: Internship Booklet2

Summer 2016

3-D Internal Products

WINERIES | 69

Like wine lovers, winery employees use certain tools that aren’t incredibly common. In addition to the giveaway items, I had an idea to design some items for the owners, because PHLY doesn’t directly deal with customers anyway. So I designed a corkscrew and barrels so they have something to remember us by, even when they’re working.

Page 37: Internship Booklet2

Summer 2016

Handouts

WINERIES | 71

During one of our presentation rpactice runs, a member of the audience gave us the advice of having handouts for the executives. So after discussion the group decided that a handout would be the best option, 10 Reasons Why on one side and a summary of the presentation on the other side. I also printed and mounteded 4 sets of coasters, one for every executive. These handouts gave the audience a show of PHLY branding for Wineries and Vineyards and an example of our research results and marketing products.

Page 38: Internship Booklet2

PHLY Tumblr Page SOCIAL MEDIA GRAPHICS

TUMBLR | 73Summer 2016

Page 39: Internship Booklet2

Summer 2016

Page Header

TUMBLR | 75

An image collage was requested for the header of the PHLY Tumblr Blog ( phlysummerassociates.tumblr.com ). Given the images, as well as the dimensions (2560 x 300 pixels), I formatted them into a collage, keeping in mind to balance the pictures in terms of PHLY shirts and casual/business casual dresswear.

Page 40: Internship Booklet2

Summer 2016

Word Collage

TUMBLR | 77

From the question ‘Could you give us a word or phrase you would use to describe your summer at PHLY?’, about 26 answers were provided. From there, I established a sizing hierarchy based on which words/phrases fit the summer associate experience best. I made the word bubble PMS 281 and made the copy white, relating it to the PHLY bell. I lastly placed the question at the base of the word bubble, making the phrasy PHLY the same color as the word bubble. The rest of the question was set in black.

Page 41: Internship Booklet2

Summer 2016

Memory Bubbles

TUMBLR | 79

Page 42: Internship Booklet2

Summer 2016

Memory Bubbles

TUMBLR | 81

Several interns shared a paragrah of their experience. These selected few are to be uploaded and shown on the tumblir blog. So to start them off, I laid them out with the same color scheme as the word collage. And I placed the name of the submitee at the base, but in the PMS 299.

Page 43: Internship Booklet2

KEITH BLACKSHEARGraphic Design Intern

Summer 2016