“There are three responses to a piece of design – yes, no, and WOW! Wow is the one to aim for.” – Milton Glaser
The brief given to us states “A small independent book shop is opening soon in Worcester. It doesn’t have a name or a brand, and therefore no retail concept. It must compete with Waterstones and WHSmith, which are both in its vicinity and so needs a unique concept to draw in customers. The client doesn’t mind if it has a niche audience, or a wide audience, but it must draw in footfall and therefore sales. Your job as creative designer, is to come up with a concept, a name, a brand and then an identity. You will be branding up the shop, its contents and advertising it via traditional print methods and social media.”
From this, as designers, we must create a vast range of prints, “across a spectrum of printed media.” Such outputs include:
- A Mood Board
- External Shop Graphics
- Shop Apparel
- A Large Format Advertising Poster
- A Small Press Advert
- A Leaflet or Brochure
- A Social Media Campaign
As well as all the above, a 1500 word essay must also be submitted, along with the updated Learning Journal or Blog.
The given brief allows us to easily show off and excel our skills in such a vast range of design ideas, through the use of different techniques and creative ideas. All of which will come together to form the advertising and retail concept for our independent book store.
The bookshop’s main competitors are those such as well known high street brands, for example; WHSmith, Waterstones and The Works. With such stores opening over 200 years ago, this new bookshop must live up to customer expectations, and competitor stylings.
Formerly known as W.H.Smith & Son, as WHSmith, is a well know high street retailer, based within the United Kingdom.
With shops operating throughout such locations as railways, hospitals, airports, service stations and much more, WHSmith was the first chain of store to open within Britain.
Gross revenue of this retailer stands at £1,178 million as of 2015.
Another popular bookstore chain is the British retailer Waterstones.
Opening back in 1982, the chain now offers over 275 stores throughout the United Kingdom and Europe.
Gross revenue of Waterstones shows a 6% increase from £390 million (in 2014), to £392 million as of April 2015.
Only opening a year before Waterstones, back in 1981, The Works now offers customers the chance to shop at any of it’s 360 stores throughout Britain and Ireland.
Stocking an extensive range of discounted books, crafts, stationary and more, The Works raked in a total of £157 million in revenue back in 2015.
Competitor Primary Photography and Conclusion
In order to get a sense of the style and theme of shop I am after, as well as see the type of competitors my store will be up against, I took a trip to my local Waterstones.
Here, I was able to capture a few simple shots of both the interior and the exterior of the store, as well as a vast range of the Point Of Sales they have on display, and how they style their shelving, along with a floor plan/layout. By getting primary photography of a main competitor, I can see, first hand, where the current store excels, and where my store will be able to work upon, thus making it the place people will choose.
Within the store, you can see that each genre of books are clearly labelled and sectioned, using colour coded tags at the top of the shelves. This allows the customers to easily see which genre they are looking at, as well as being able to identify them from far away, without having to read the text.
As well as book, this particular store sells a vast range of book-related merchandise, such as figurines, badges, games, notepads and more. Within my store, I would like to include some extra merchandise for the customers to buy, but will not go as far as Waterstones do. Personally, I feel that the store is becoming a book and gift shop, because of the vast amount of merchandise that they sell along side their books. However, I aim for my store to be seen as just a book shop (and cafe), not a gift store as well.
Logo Sketch Ideas
Now, a brand must be designed for the store. To link in with my stylings, I have gone for a all round natural, welcoming, animal friendly theme.
Here, to symbolise the Hufflepuff background context, I have used the European Badger as the shop’s ‘mascot’. With a name such as ‘Badger Books’, people can almost start to tell the production behind it’s creation.
The logo design which I decided upon was my fifth initial design idea.
Here, a simple circle concept hold the badger’s face, with the use of contrasting tones allowing the design to stand out and grab the attention of passing people. The yellow ring of the logo uses multiple different tones from #FFF75C to #FFD400, all layered above each other using a majority of different opacities and brush sizes.
The colouring of the badger contrasts against the layered, watercolour-like outline, as a more simple, block styling has been used to fill in the mascot. Here, the dark tones of the grey pigment, #727272, reflect the lighter colourings of the off white tone #EDEDED. However, each section is brought together via the bold, black outlines and finer detailing.
After reading back on my desired theme for my book store, I decided that my previous logo designs (shown above), did not fit the stylings I was after. Because of this, I begun to experiment with a few different logo styles.
Here, I have shown a stronger Art Nouveau inspired look within the newly designed concepts, with the use of floral stylings, elegant shapes and natural designs. From this, I can start to design a final logo which will easily fit in with the earthy and decorative art style in which I am looking for.
The logo in which I decided to use as my final design, is an improved concept taken from my third initial idea.
I feel that this logo is filled with depth, definition, style and elegance, making it perfect for the Art Nouveau stylings of my book store.
Above now shows my final developed logo idea. Here, I have used to new Art Nouveau styled outline, and completed the concept with a similarly designed type face. The chosen font is Rivanna, by Nick Frost (can be found here) – this style of type expresses the clear floralelements of the Art Nouveau style, with rounded stylings, long lettering and curved features, allowing the final logo design to flow perfectly, as well as being attractive to the eye.
Now, after completing the new finished logo design (pictured above), I begun to think more into the name of the store. Whereas Badger Books is very relevant to the Harry Potter Hufflepuff house theme I was heading after, thus linking in the vast floral, natural and earthy tones, I felt that this theme should be secondary in relation to the Art Nouveau stylings of the store.
Because of this, I begun to experiment with different meanings, names and languages. From this, a range of names such as Book-Bosomed, Bibliobibuli, Bibliophile, Tsundoku and Liberwere thoroughly thought about. However, the name which stood out the most to me was Bibliophagist. Collins Dictionary describes a bibliophagist as…
a person who devours books
From this, I once again change my logo design to fit this uniquely named meaning.
Personally, I feel that this newly named logo shows a stronger relation to the Art Nouveau stylings I’m after. The letterings consists of a range of curved, rounded shapes, with floral-like themes running through. As well, the new name adds a sense of depth, definition and intelligence to the store, making it seem almost magical and mysterious.
To help get a rough idea of what sort of architecture I would like my external shop to have, I took a trip to Glasgow. From here, I visited a vast range of different buildings, taking in the fine architectural designs and man-made stylings. Locations such as The Lighthouse, Glasgow School of Art, Kelvingrove Art Gallery and Museum and House for an Art Lover were amongst the few places photographed.
I decided to visit these specific buildings, due to their one common factor – they were all designed by Art Nouveau architect Charles Rennie Mackintosh.
Mackintosh was highly influential during the Art Nouveau design period of 1890 till 1914, with many of his designs becoming world wide famous throughout the years later. The style of art features strong and prominent floral shapes and designs, with natural tones and earthy pigments. Inspired by natural forms, and the curved features of plants and flowers, Art Nouveau can be found throughout any and all art styles from graphic art to textiles, and utensils to jewellery.
Here, a few initial sketch ideas were designed to help ‘give a face’ to the shop front. Items such as doors, windows, POS displays and other external features have been composed, in order to help the store ‘come alive’.
To fit the ongoing theme, I have stuck with a very natural, earthy and floral layout, with an Art Nouveau-style of architecture. Such a design will allow the store to standout well and contrast against all the other shops, cafes, restaurants etc on the street, thus producing a warm and inviting look, along with a memorable and unique style.
Now, after producing the range of pencil sketches, I once again took to Adobe Illustrator and begun rendering up my designs on the computer.
External Shop Developments
From all eight previous external designs, I decided to develop External Concept C. I decided upon this design, as I felt the style of architecture used fitted the Art Nouveau–stylings in which I was after, as well as showing strong points of a very natural, earthy and floral layout, perfect for my book store.
Above shows the new external design for my bookstore. The previous concept has been improved via the use of floral decorative features, added windows, a natural door design and the logo to the right of the shop.
Now because the final shop name was changed, this meant the store front had to be improved as well. In comparison to the previous design, the new logo has been added, and the floral pattern on the door has been changed. Here, the same stylings as the top of the store have been used as the door design, allowing the whole shop to flow well together. Such stylings shall be layered onto stained glass, to add to the overall Art Nouveau theme. As well, the dome at the top of the store has been turned into a window, allowing extra light to enter the building, thus making it more inviting and welcoming.
External Development 2
Again, I have begun to develop the external shop further. Now, a stronger bohemian-style, along with the Art Nouveau influences will be shown throughout the external design.
Materials such as recycled wood, glass, and metal, will all be used within the development of the shop. Located on the top of the building will be a green roof, which will act as a growing medium for plants. By using such a roof, the shop will be able to supply it’s own water, along with added insulation to the building, and a place for wildlife to be safe from harm. As well, a green roof not only reduces the amount of carbon dioxide in the air, by filtering it through the plants grown, but it has been tested and stated by the University of Toronto, that “green roofs can help reduce heat loss and energy consumption during cold months.”
The newly developed external shop, takes strong influence from the image on the left. Captured and posted on Pinterest, the picture clearly shows a bohemian-styled bustling, complete with fairy lights and plants. This is the style in which the external shop will take form of, as shown in the Adobe Illustrator design on the right.
Tags & Bags
To help decide the ‘theme’ of the shop, quick sketches were done to give a simple idea of how certain specifics will look.
Here, the main focus was take and bags; specifically price tags and carrier bags. Throughout the store a recycled, earthy theme will be projected, via the use of recycled card for tags, string instead of glue and/or adhesives, paper carrier bags or recycled tote bags.
By using such items, the natural and eco-friendly stylings of the bookstore will be easily seen and worked upon. All items will be made from recycled materials and can thus be recycled and/or reused afterwards.
To begin with, I took a few of my original design ideas and produced them in Adobe Illustrator. Here, with the use of my chosen logo, I have created a few simple concepts which would work with both the bags and the tags.
First, the recycled tote bag shows the badger’s face on the front, and it’s back on the reverse side. The paper bag follows the same design, with both logos taking up the majority of the bag’s surface. In contrast to the imagery, no text has been added to either of the carriers.
As for the tags, all three use recycled paper and the same yellow print from the logos. Bubble-like text stands out and contrasts against the darker background, allowing the customers to easily see prices, offers and more.
All of the designs fit the desired theme for the shop, with the yellow tones bringing in the Hufflepuff related stylings, and the use of such recycled materials, allowing the natural and earthy flow to be found within the store.
Above are a few label designs made by Artist and Bookbinder The Altered Diaries. Her handmade concepts follow a very unique and individual style, with an art nouveau theme and earthy, floral pigments. Warm colours and cool tones are used to compliment each other, via the highly saturated effects layered above each shade. A vast amount of different yellow pigments can be seen, which allow the tags to correspond to the Hufflepuff-like style I am going for.
Romance and nostalgia implied via these designs allow the viewers to focus on the nature of each design, as well as the strong, curved lines of each pattern and the contrasting flat, abstract backgrounds used by all Art Nouveau designers alike.
After finding much inspiration from The Altered Diaries personal concepts, I have thus begun designing my own uniquely styled tags and labels.
For this, I took a vast range of materials, including recycled card, coloured buttons, sketches, stamps, photographs and much more and begun layering each component above, or below, each other. Such a way of design allowed me to create an interesting, yet attractive piece of art.
Such designs will fit in perfectly with the earthy and natural theme of the bookstore, allowing the stylings to flow throughout each element of the shop.
Like with my tag designs, I have begun to design and develop new concept layouts for the carrier bags used within the store.
Taken from my first initial idea, the bags will still be fully recyclable and reusable, complete with recycled paper, and no colour. By using such materials, the price of producing each bag will be kept to a minimum, as well as allowing more to be printed per minute, due to the lack of colour. As well, by keeping to a black and white theme, it will allow the bags to be easily recycled and once again reused.
In addition to the newly designed logo, I have begun to add extra detail such as imagery and more complex designs, to add a sense of depth and definition to the overall final design.
Here, I have explored the use of a few different Art Nouveau styled designs, with a strong influence coming from the natural flora and fauna place of life. Creatures such as bees and cats, as well as a vast range of different plants can be seen within the bag designs, allowing the Art Nouveau stylings to flow throughout each element of the store.
Now, after producing a few simple hand rendered designs, I decided to take the concepts into Adobe Illustrator.
Below show the four designs which I have thus developed. Here, my first idea features the tote bag design, with a simple, yet effective layout. Featured on this bag will be a range of different literary-related quotes (one quote per bag). For example, quotes such as these would be included:
I cannot fix on the hour, or the spot, or the look or the words, which laid the foundation. It is too long ago. I was in the middle before I knew that I had begun. – Jane Austen, Pride & Prejudice
As he read, I fell in love the way you fall asleep: slowly, and then all at once. – John Green, The Fault in our Stars
How wonderful it is that nobody need wait a single moment before starting to improve the world. – Anne Frank, The Diary of a Young Girl
We’ve all got both light and dark inside us. What matters is the part we choose to act on. That’s who we really are. – J.K.Rowling, Harry Potter and the Order of the Phoenix
Only connect – E.M. Foster, Howard’s End
As for the second concept, the design moves on from a typographical layout, to a more imagery based design. Here, The previously designed Art Nouveau bee concept has been added to the centre of the page. Above this will sit the store’s logo and name. The contrast between text and imagery will create an aesthetically pleasing design, which will thus draw you in and capture your attention.
Designs three and four contrast vastly from the first two ideas, due to their imagery-heavy layouts. Here, the Art Nouveau designs from before (both the cat and the bee), have been used as the main design for the tote bag. Not only does this create an attractive and eye catching concept, but it also allows the white space of the bag to contrast well against the colour and image sections of the piece, creating an aesthetically pleasing finish.
The design in which I decided upon to be used as the final bag concept, is the developed design of my third and fourth initial sketch ideas.
Here, like with my previous Illustrator design, I have used both the Art Nouveau cat and the Art Nouveau bee sketches as the main imagery. The top of the bag has been detailed with natural shaping, and floral designs, too add to the given theme, and, to set the design, the store’s name has been embroidered all along the handles of the bag.
As before, the tote will be made from recycled materials and no coloured ink. By doing such a thing, it will allow for a renewable product to be made, thus reducing the amount of materials thrown into landfills, but, at the same time, it will also cut production costs and time, thus saving the company money, and allowing more bags to be produced in a short amount of time.
Large Format Advertising Poster
Each design keeps to a minimal colour palette, with up to three main colours been used. Within these tones, a vast variety of different pigments have been applied to create a fully flowing, and aesthetically pleasing design.
From this, I shall take such ideas as contrasting typefaces, minimal colour tones, yet, a vast range of different colour pigments, as well as natural and earthy styles, patterns and designs, to help me create an eye catching and attractive piece of design.
Here, I have begun to simply hand render a few Art Nouveau-inspired poster designs. As shown within my sketches, the floral and natural patterns and tones have been transferred into my ideas, through the use of curved lines, rounded shapes and flowing text.
I have shown strong influence from the existing designs within my concepts, via the contrasting typefaces, simple, yet relevant imagery, and the minimalistic, yet effective layouts. The final designs show a well packed concept, yet, the use of minimal white space creates an eye catching effect. The block white sections contrast well against the compact detailed designs, creating an aesthetically pleasing look.
To keep all the advertising materials separate, I decided to use the Art Nouveau cat design for the poster concepts, and the Art Nouveau bee design for further ideas. By doing this the audience to simple make the contrast between the store’s advertising poster and the other marketing materials available.
Again, I have begun to simple render up my initial sketch ideas in Adobe Photoshop. Here, the sharp, black outlines contrast against the white background, creating a design which will draw you in from far away.
For these designs, I have first kept to a minimalistic layout, with no text or small details, allowing that to be added in later on. Yet, the ‘shell’ of the poster has thus been created. Each layout follows the initial sketch idea design, with the strong natural and floral tones of the Art Nouveau design movement, allowing for an aesthetically pleasing design to be created.
Finally, I have taken my first and fourth Illustrator designs and thus developed them further.
Here, I have begun to add extra detail to the concepts, as well as the store’s name and logo. The typography used (Rivanna, by Nick’s Fonts), is the same typeface used for the shop’s logo, thus creating two well linked pieces of design. Here, the long lettering and curved styles give a strong Art Nouveau feel to the finished concept, allowing the store’s theme to be shown, and felt, throughout the poster as well.
The use of contrasting text (as shown in the bottom developed concept), allows both typefaces to stand out, thus creating an eye catching effect. By using two different fonts, for example Rivanna and Bebas Neue, the audience can easily see the difference between the primary and the secondary text – here, the primary text being the shop’s name, and the secondary text being the address at the bottom.
The extra detail, such as circular shapes and curving designs, add to the Art Nouveau-inspired theme, by allowing a stronger connection to the floral and natural tones of the design movement. The stained glass effect (as shown in the bottom concept), uses white space to contrast against the more dense side designs, allowing for the given tones to create an aesthetically pleasing and eye catching design.
The large format advertising poster will be used to advertise on such places as bus shelters, ad shells, hoardings and more. Because of this, the final design shall be either screen printed, or printed via offset lithography, if a large quantity is needed, or via digital UV Inkjet, with an added lamination, to prevent moisture seeking in. If the poster is to be double sided, reverse printing shall be used in order to reduce the amount of paper needed. For a bus shelter, the average sizing of the poster is roughly 68.5″ in height, by 47.5″ in width. The inks used within the given printing methods are all weather/waterproof, due to the UV sealant added, thus meaning no ink will smudge or fade due to wear from the weather.
Small Press Advert
Niche marketing is the focus of primarily aiming concentration on a specific target audience.
It is said that, “Niches do not ‘exist’ but are ‘created’”, by marketing organisations to fill the requirements and desires of a specific segment of the population. Also known as micromarketing, such a technique allows the service being offered to specialise in the needs of the target audience.
As a whole, niche marketing is seen as being a ‘big fish in a small pond’, where the marketing team focuses on a particular audience, in comparison to wider target group.
Above shows a vast range of different niche magazines, from Japanese Football, to Emusand Chickens.
What makes each of these magazines niche, is the fact that they are specifically targeted to certain group of people, for instance Kpop fans and Chicken owners. As you can tell, each individual magazine has it’s own style of design and layout, all of which is relevant to the desired topic of choice.
For example the Kpop Merlito magazine (first image). Here, the magazine is solely based on, and advertised towards, Kpop (Korean Pop Music) fans. The design features G-Dragon, from the Kpop boy band BIGBANG, complete with complementary colour schemes and range of typefaces. The chosen colours relate to the items of clothing G-Dragon is wearing, with the black tones being taken from his shirt, the white pigments from his hair, and the burst of red from the prop he is holding.
As there are five members of the boy band, each separate cover has been designed and styled the exact same, however, the colour scheme changes depending on what each member is wearing.
Like the Kpop Merlito magazine, both the Fancy Fowl and Emu Today & Tomorrow stick to a relevant and complementary colour scheme, thus allowing the final design to be eye catching, attractive and aesthetically pleasing to it’s target audience.
Now, to help with the development of my small press advert, I have begun to look at existing niche magazines, both those relevant and irrelevant to my desired topic.
As shown above, I came across an Art Nouveau-styled poster/magazine layout designed by Graphic Designer and Illustrator Julianna K Costello. Here, Costello looks at the styles of typography, layout and design all used within the specific design era.
She focuses on the use of soft, earthy tones, complete with natural shapes and symmetrical stylings. Contrasting typefaces are used to easily separate the headers from the text body, as well as allowing the vast paragraphs of text to be legible and readable by the audience. Costello uses very few harsh tones, with the majority being used within the existing imagery, allowing the pastel pigments to create a flowing, aesthetically pleasing finish.
Above is the final design for the small press advert. Here, specifically for people interested within the Art Nouveau design movement, the magazine layout features a simple, yet effective design.
Page one consists of a poem. Here, the layout of the store, it’s location and the theme it holds, have all been written in poem form. Personally, I feel that by doing this, it not only adds an extra sense of depth and definition to the store, but it also keeps the readers interested, as well as drawing in their attention.
The poem goes –
Deep in the forest, not known to man, lies a wee old shop, all mossy and tan.
Filled to brim with books galore, from crime, to romance, and even folklore.
Inside the plants grow and grow, with the wind chimes singing through the window. The sunlight beats down upon, whilst the creatures inside read from dawn.
Shining through the coloured glass, the coal from the fireplace turns to ash. As the cat cosies up in front, the harsh sounds from life are gone; Gone from the air and gone from the ground, the only thing heard is rain on the ground. Falling down from the sky above, like little droplets filled with love. Love that waters the plants and more, why not come visit our little bookstore?
Down a windy lane surrounded by trees, is where you’ll find us….just follow the fairies. With coffee filling the air throughout, this little bookstore will be your favourite hideout. With coffee filling the air throughout, this little bookstore will be your favourite hideout. Within you’ll find works from all, such as Agatha Christie, Charles Dickens, and Margaret Mitchell. Explore the worlds far away; visit Narnia and Hogwarts just for the day. Take home the joy that each story holds, but keep on reading to see what unfolds.
Release the universe that lives inside, let it shine bright in front of your eyes. For your imagination holds the key, the key that lets the magic free. No matter your age, gender or height, a book is for you, believe me, I’m right.
So come down to our store, where you’ll find Mother Nature and more, for the fauna of the Earth loves to stay, as the world outside is their place to play. Bibliophagist is our name, and expanding your imagination is our game, opening your world to excitement and more, come and visit us at our little bookstore.
To contrast against the stylings of the main text, a simple, yet relatable image has been added above. Here, the clear stylings of the Art Nouveau design movement can be seen through the floral stylings, curved features and natural tones found within the image. To add to the aesthetics of the layout, a handful of contrasting typefaces have been included. Fonts such as Rivanna (by Nick’s Fonts) and FloralCapsNouveau (by George Williams) both show strong influence to the desired design moment, this adding to the flow of the page. To help break up the main body text from the headers, a simple Cambria-style typeface has been used. The specific serif font is plain and natural, in comparison to the other typefaces used, allowing the main body text to standout and be legible.
As well, a second page has been quickly designed, to add to the spread. Here, the final poster design has been blown up and placed directly in the centre of the page. With the opacity lowered to 30%, a different Art Nouveau-styled image is layered above. Again, this layer is reduced to an opacity of 70%, to allow the image below to be seen. Finally, the same poster image has been layered above, yet this time it has been placed slightly off-centre. By doing this, a simple, yet desirable 3D effect can be created. The uniqueness of the 3D-styled poster contrasts against the flatness of the poem, thus creating an aesthetically pleasing final design.
In conjunction with the advertising poster and press advert, the brief also asks for a leaflet or brochure to be produced as well.
Now, like before, I have begun to look at existing designs created by other artists. From this, I found Forge22 Design. Forge22 is a freelance Graphic Designer and Artist located in Chicago, America. Within his vast range of works and extensive portfolio, I came across his design for the French Vaudeville Show, as shown below. His final flyer concept features a heavy Art Nouveau theme, complete with contrasting type faces, minimal colours, and relevant imagery. Keeping in touch with the floral stylings, spherical shapes and flowing lines are used to portray the natural botanical theme from the Art Nouveau era.
All of the colour tones used to create this piece of design compliment each other well, with the light brown background contrasting against the darker red overlay, and the yellow text standing out well, it draws in your eye from afar. Minimal typefaces have been used, and the two chosen work well together. The text can be seen from far away, but still keeps the majestic, Art Nouveau stylings.
From this, I shall work with minimal and complementary tones, as well as contrasting typefaces and floral-like shapes, all of which will help me create an eye catching and aesthetically please, if not, informative piece of design.
Like with my previous poster designs, I decided to use one of the Art Nouveau animal sketches for the main imagery within the leaflet concepts. However, here, I decided upon using the bee design, in contrast to the cat drawing used for the poster. By using two different imagery designs, the audience will be able to easily tell the difference between the poster concept and the leaflet design.
Again, I have taken strong influence from the existing pieces of design, showing a strong connection to the use of circular stylings, flowing lines and eye catching imagery. All of these features will allow my leaflet design to strong the strong connection to the Art Nouveautheme within the store.
To separate the poster designs from the leaflet and brochure concepts, the latter will thus contain more information on the store, unlike the larger advertisement. Here, such information as opening and closing times, location of the shop, the facilities that it holds, and all that can be found within the store, will be added to the back of the brochure, thus giving the audience the relevant information needed for them to come and visit.
Like before, I have begun to develop my initial sketch ideas further within the design software; Adobe Illustrator. Here, the finer details and shape outlines can be clearly seen, thus allowing the audience to get a simple preview of how the brochure will look.
In comparison to the initial sketch ideas, the Illustrator designs include a change of design, with such details as the circular designs changing place and shape, to allow the final design to have a stronger connection to the Art Nouveau design movement, as well as the store’s theme, thus creating an overall flowing set of advertisement pieces and merchandise.
Now, I have created the final leaflet and brochure design, with developments made to my second and third Adobe Illustrator designs.
Here, I have developed two of my initial designs, to create one whole brochure concept. The design at the top shows the front of the brochure, with the store’s name clearly located at the top, as well as the Art Nouveau-styled bee sketch below. The front cover features the vast use of floral stylings and curved shapes, to show the specific design movement in which I am after. When turned over, the leaflet clearly shows the Art Nouveau cat design in a mirror-like shape, complete with a few empty lines.
The lines placed on the back of the leaflet will be used for the store information to sit upon, thus allowing the words to flow neatly and clearly. Here, such information as the opening and closing times of the store, the facilities which the shop has, how to get to the store, and much more, will be included. By having such information on the back, it allows for the audience to get the details they need in order for them to come and visit.
The final leaflet design shall be printed on 130gsm Eco Kraft Paper. Such a material strongly emphasises the use of organic and natural elements of the item being advertised. Printed in a standard A5 sizing, the design shall easily standout and contrast against all the other leaflets posted through your door. The use of Eco Kraft Paper, not only reduces the cost for production, but will also mean the manufacture will not produce so much chemical waste during production, thus making it better for the environment in the long run.
Social Media Campaign
To finish off the advertising section of the brief, a social media campaign must be created. BigCommerce.com states that the definition of a social media campaign is a “coordinated marketing effort to reinforce or assist with a business goal, using one or more social media platforms.”
There are five main points to focus on when building such a campaign, these are:
- Getting both positive and negative feedback from users.
- Increasing traffic on the online site, and foot traffic within the store.
- Increasing sales.
- Improving how users engage with the company, e.g. Facebook, Twitter, email.
- To build email lists for marketing products and more.
By sticking to these common goals a strong and reliable campaign can be created, to thus improve the sales and reputation of the store, both online and offline.
To get some initial ideas on where to start with the social media campaign, I began to look at existing marketing techniques. From here, I came across a few different ideas used by the marketing team for the 2015 MARVEL film, Deadpool.
The superhero movie is based on the antihero Wade Wilson, AKA Deadpool. Unlike any other hero, or villain, Deadpool is unique to both the MARVEL and DC universes. With such characteristics, the marketing team for the film were able to expand their designs and create never before seen advertisement.
As shown above, the team created a vast range of advertisements to cover each and every social media app, from Tinder to iPhone emojis. As well as keeping to up-to-date advertising methods, the team also kept it simple with an ‘old school’ platforms, such as billboards and newsletters. The vast range of different marketing methods meant the film would be advertised to a wider audience, not just that of their target.
Chatbooks is a relatively new, family-orientated company. Based in Utah, United States of America, Chatbooks allows the working parent to easily create life long memories in the form of photo books.
To help advertise their company globally, the marketing team took to YouTube and created a four-minute long video. Emphasising the life of a busy parent, the company settled on a ‘cool mum persona’, and follows the hectic life of the parent, along with the eccentric behaviour of their ever-growing children.
Within the video, the marketing team included a vast range of humour, in the form of both visual and auditory, to keep the audience interested, as well as staying very clear of a dull, infomercial-like tone. To keep the company up-to-date, the video can be viewed on a smartphone, with the views being able to easily download the app with the click of a button. Such simple tasks, makes the product more appealing to the customers, as little time and effort is needed.
Before I Die is a globally recognised project, which allows people of all cultures, backgrounds and race to reflect on their lives, and share their personal aspirations for the future.
The idea was thought up by Artist Candy Chang, after suffering from depression due to the loss of a loved one. She began by creating an interactive chalkboard on an abandoned building in her neighbourhood. Change decided that this would help “restore perspective and share intimately with neighbours.”
It is said that after the first wall was created in New Orleans, Chang received hundreds of messages asking for walls to be created within different communities. As of today, over 1000 walls have been created throughout 70 different countries and in 35 different languages. Amongst the vast range of countries such as China, Haiti, Argentina, South Africa, USA and Denmark, the project has inspired people share their private goals and wishes with the community.
“One of the most creative community projects ever.” – The Atlantic
After researching a vast range of different social media campaigns, I have come up with a few distinct ideas myself. These include:
- Book Reading – over a period of two points, the readers have to fully complete as many books as they can, recording their thoughts at the end. A prize such as gift cards, trips, bundles and more, may be received by the winner.
- My Favourite Book – Taken from the Before I Die campaign idea, a handful of chalkboards will be placed around the world, in top locations, as well as secret, less travelled places, with the title ‘My Favourite Book’. Here, the audience must use the given chalk to write their all-time favourite novel on the board, along with everyone else’s chosen book, in order to show that a community of different book lovers, can all come together at Bibliophilist. Below, will be coordinates and a post code address of the store.
- Light The Way. All along the main town where the store in located, will be visible fairy lights, lighting up the way to the store. These lights will be powered by sunlight, thus allowing them to glow without needing to be connected to a power source. The audience will have to follow the lights, which will lead them through the town and to the store front.
- Find and Return. Within the town, a handful of small statues will be placed, with the words “Found me? Return me.” around their neck. On the opposite side of the label, will be directions to the book store, where the audience will thus receive a prize in exchange for the statue.
For the social media campaign, I have decided to go with the fairy lights idea.
Here, all throughout London, where the store is located, there will be a vast range of solar powered fairy lights hanging from place to place. Attached to the lights will be arrows pointing in the direction of the store. When the audience begin to follow the lights, it will take them on a journey through the town and towards the shop. As they get closer, more and more lights will be placed on trees and plants around the store front, to light up the entrance, thus drawing people in.
The fairy lights used will be a simple, colourless glow, as to symbolise the natural light from the sun, and shall be a range of different shapes and sizes. The lights will be solar powered, allowing them to be lit 24/7, without the use of electricity and power supplies.
The images above show the style of lighting that will be used, with various extras such as jars, pots and plants being utilised in order for them to light the way as well. Such an effect, adds to the mystical stylings of the store, tying in with the natural and earthy theme that runs throughout.
To allow the design to fit in with the social media campaign side of the advertisement, selected members of the public will be videoed following the lights all the way to the store. Along the way, the camera will pan round the trail, to reveal the vast range of flora and fauna around.
Now, after producing all the need elements of the store I moved on to conducting a peer questionnaire.
Within this, a vast diversity of people were asked to fill out the form, with clients ranging from men to women and from to adults to teenagers. Such a wide taggert audience was used, as the store itself has a vast clientele, thus allowing a diverse range of answers to be collected.
The questionnaire was taken by twenty individual people, all from different age ranges, genders and locations, thus allowing for a vast range of varied results.
The given answers proved that most readers would not prefer an eBook over a physical copy, as many liked to hold the book in hand whilst reading. The feel of the pages, and the scent of the paper gives off a sense of relaxation and calmness, in comparison to the cold, rigid feeling of an eBook. On average, it was said that each people reads roughly 1-2 books per month, not including comics and/or magazines. Out of all the given authors, J.K. Rowling, writer of the Harry Potter and Cormoran Strike series, was the most popular. This is due to the fact the J.K. Rowling‘s fanbase has a vast range of diverse members, put down to her lovable characters, catching storylines and magical settings. Again, J.K. Rowling appeared to be one of the most popular answers, with her quote;
“You’re a wizard, Harry.” – Rubeus Hagrid, Harry Potter and the Philosopher’s Stone
Being most well known within the results. The most popular choice of genre proved to be a mixture of fantasy, mystery and teen fiction.
As for the store itself, many people said the natural stylings of the shop drew in their attention, and the uniqueness of it’s location and design allowed it to compare to the current, existing book stores. Because of it’s individual and distinct theme, it was said that the store would easily compete against shops such as Waterstones and WHSmiths, as the relaxed nature of it’s design allows for a calm and compared reading environment.
Finally, the over all store design was rated an eight of out ten, with the colour scheme reaching nine points. The store’s stylings received a top ten out of ten, whereas the typeface and logo concepts were given an eight.