(Click thumbs for better color quality) For my advertising class, we were told to pick a company or brand and create new advertising campaign for them. I decided to choose Five Guys Burgers and Fries. I've always been impressed with them. Beside having amazing burgers, they also have a great philosophy behind the way they operate. Everything is served fresh- they have no freezers- and the know exactly where the potatoes they use for fries came from and are proud to say so. They use peanut oil for frying- so there's no trans fats- and 100% USDA beef. There is very little branding in the store- you're served your meal in paper bags and Styrofoam cups, with a side of napkins that probably came in an industrial pack from BJ's- and no national advertising campaign despite having franchises in numerous states.
For my campaign, I decided to focus on the food. To be honest, Five Guys is not the most convenient fast food joint - no drive thru, a sometimes long wait because nothing is prepared ahead of time, and peanut served in open containers- but the food is amazing. I noticed Five Guys customers were the kind of people that appreciated a good hearty meal- college kids, middle aged men, and high school boys (including a whole football team. Whoaa).
The great thing about Five Guys is that they offer 15 different toppings that you can add to your burger- for free. You can get as many or as little as you want, even doubling up on them, and they don't charge you for it. That's something you can't get anywhere else. Do a little math and these 15 toppings on any of Five Guys burgers lend themselves to 250,000 different combination. Damn, son.
I used this information to consult some people from Five Guys target audience- male college kids- and asked them for THEIR Five Guys burger combos (the title's were theirs too). I picked the 5 best combinations and created personality profiles for each burger, asking "What kind of guy would eat this burger?" I showed that personality on the wrists and arms of the person holding the burger, a different personality for each burger. These wonderful first-person perspective "hey, can't you just picture yourself eating these burgers?" photos were taken by the lovely Emily Bogle.
Behind each burger, screened on the background, is the name of the burger, the combo number (out of a possible 250,000), and the ingredients in the burger. The idea is to really hit home the fact that there are so many different ways to make a burger at Five Guys and everyone can find a combo that's right for them. And if the burger you see sparks your curiosity, the ingredient list is right there for you to take with you to your next Five Guys visit. The type is done in an action-movie-poster-esque way to catch the eye of that male demographic.
I will say, it was a lot of fun to put together these images with all the symbolism that went into them. It was certainly the first and last time I will ever spend $30 on burgers (or try to shoot fresh food- after 3 hours in a wrapper, no burgers is appetizing).
To go along with the 5 print Ads (get it? 5 ads, 5 guys. Oh yeah, I went there), I mocked up a website "burger builder" and a guerrilla marketing campaign. The burger builder is designed to go along with Five Guys current online look and act as a way to create combos virtually, then either save to share with the online Five Guys community or print them out to take with you to the store. The types of burgers go across the top, the toppings on the side, and each selected topping shows up on a replica of the 5 guys receipt (a distinctive feature) to complete the experience.
The guerrilla marketing campaign acts sort of in the same way, where you can create and share your combos but in a physical setting. Replicas of the Five Guys receipts, with blank spaces for you to write in your choices, can be torn off, filled in, and pinned to the fan board (another Five Guys signature feature). Meant to be posted in a public hub such as a downtown area, passer-bys can pull other people's combos off the board and take it with them if they should feel moved to do so.
I think this is the longest entry I've ever written on the blog. But this is probably the most in-depth project I've had yet. Thanks for actually reading it all!
Editorial Design is a class where a designer is paired up with a photographer and given the challenge of designing a spread covering either a positive or negative subject or viewpoint.
For our first editorial spread, I worked with Jackie Allen and we chose to showcase the poem "fa|ll|n's ", a litteral (spelled with two t's) poetics poem from the collection "+|'me'S-pace". Litteral Poetics is a division of psycholinguistics and a method for studying psychic structure in the English tongue from the viewpoint of poetry. The litteral perspective sees language not as a tool, but as an organ that has it's own vital function. The belief behind litteral poetics is that a variety of words can be explained as the different arrangements of a set of atomic characters.
Because the poem is so abstract in it's meaning, we decided we wanted to portray it's mood in our imagery and type. The poem has a feeling of isolation and frustration, which is compounded in the reader when they try to understand the poem. With so many of the alphabetic letters converted into punctuation and symbols, one has to go over the poem many times before they can grasp what is going on. The photo is composed of a bird's nest-like image filled with letters to further reflect the entanglement of meaning and type. It's a cluttered mess at first sight but the message becomes clear when light is poured through it. An excerpt of our poem is arranged to reflect the wispy look of the nest's tendrils, with an explanation of what litteral poetics is on the neighboring page. The whole composition comes together to produce a study of space and type, much as the poem itself does.
The Joey Diabetes Care Kit is a fully-stocked kit designed to provide newly diagnosed Type One diabetics with everything they need to master their disease in the first few days of their diagnosis.
Because Type One diabetes is experienced mainly by children and teenagers, this kit is also intended to be useful to their parents, teachers, or other caretakers.
What you see below is just a prototype. My hope is to someday turn this into an actual product that can help other Type One diabetics and make their lives easier.
The Joey- Inside view
(All images can be clicked to view in a bigger size)
The case has a zipper going around three sides. Once open, the inside contains several pockets. Each pocket is for a specific diabetes supply and has been produced to fit that supply exactly.The inside is made of a durable fabric that resists needle tears, can be wiped down, and is in a dark color to disguise any testing pricks gone wrong.
Inside- Left side
Inside- Right Side
The pockets hold: an apple juice box, a granola bar, a small bag of peanuts, testing strips, testing meter, lancet device, alcohol wipes, ketone strips, glucagon shot, and an insulin vial. In addition to that, there is a zippered case for lancets, a velcro pouch for syringes, and a removable zippered pouch for disposables (removable so you can just hold it over wherever container you use to dispose of needles so you don't have to touch them and get pricked).
Inside- Close Up
Supplies are divided into 5 categories (highs, lows, treatment, testing, emergency) and each pocket contains a color-coded label on it to show what category that supply belongs to. These labels will correspond to the instructional poster that goes with the case.
Inside- Alternative Use
Several of the pockets are multi-use (the pocket for needles can hold syringes, pen tips, omnipods, etc; the pocket for insulin can hold vials or pens; the pocket for the meter can also hold a pump) so the case can continue to be used into the future when the diabetic's treatment regime changes.
Removable Disposables Pouch
The Joey is a fabric case that 9inches by 11inches when zipped closed. It has a velcro pocket on the front to hold papers (which I've included pictures of below). The outside fabric is a fun pattern that appeals to kids and adults alike, in a durable fabric usually meant for outside furniture so it will hold up against wear and tear.
On the back, 4 small rings are sewn on so one can attach handles or straps for the case to become a backpack that the child to take to school, sleepovers, etc or the family can take on outings, trips, etc.
Size (for reference)
Included with the Joey is a fold-up guide to all the contents in the kit. All items are pointed out and briefly explained. This can be especially useful for people unfamiliar with diabetes, such as babysitters or neighbors. Once folded, this poster fits perfectly in the front pocket of the Joey.
High-Low Care Card
Because of the urgency in treating high and low blood sugar, a separate double-sided card is also included that explains each of these conditions and tells how to treat them. The bottom of the "high" side includes space to write down doctor information. This card also fits in the front pocket of the Joey.
**If you are reading this as part of my plea for feedback, please answer to your best ability the questions included with the link to this post. You can either answer them in the comments section here or on the forum where you originally found them. It would be incredibly helpful. Thanks!
Stefan Sagmeister came to our college October 5th. Before he arrived, he issued a challenge- "Touch someone's heart with design." We decided to take up his challenge in Concepts class. Our design had to touch someone in any way- make them happy, sad, moved, or angry, etc.- but it had to be someone at RIT.
I worked with a group involving myself, Sarah Pelz, Christina McAndrew, and Rachel Poulin. Our solution was to address the "creeper" problem at RIT. Due to being a tech school and having a large male-dominated population, every female student has a story about someone exhibiting creepy or socially unacceptable behavior - aka "creepin' "- towards then freshman year. Most of this is unintentional- the "creeper" just doesn't realize they are doing something wrong. In order to make these "creepers" understand what's what, we decided to create a campaign with the goal of creeping people out. By exhibiting creepy behavior ourselves, people viewing the campaign would understand what exactly is creepy and would avoid doing it to others.
We decided to take a humorous approach as "creepin' " is not as serious as outright stalking, more like mild awkward behavior. For that reason, we chose the slogan "don't be a creeper". We created our character, "The creeper", and positioned him so he is creepin' over our message. This logo became the basis for most of our campaign.
The most successful part of our campaign was on facebook. We found that facebook was involved in most of the "creeper" stories we heard from other female students. So we created a profile for our creeper, which you can view here, and then went around exhibiting the creepiest behaviour we could think of. The reactions were amazing.
While the people in on the joke (our classmates) found it hilarious, we got anger and confusion from people who had no idea what was going on. We truly creeped them out.
To back up our online campaign, we created stickers to place around the dorms- our target location as most of the "creepin' " goes on freshman year, while people are still figuring things out. These stickers were to remind people to not be a creeper and were clear so they could be placed anywhere.
To go along with the stickers, we created a poster to hang in the common areas of the dorms (lounge, elevator, etc). This way, people who see the stickers would be able to make the connection to the poster and read up more on what our message was. The poster contained a list called "You might be a creeper if....", humorously explaining behavior that is actually really creepy and shouldn't be done.
The poster also contains the contact information for a woman's organization on campus that can help you if you are really being stalked.
We also created cards to place under dorm doors and out on the quarter mile. The cards had one "you might be a creeper if..." fact and the contact information for the on-campus woman's organization. The guerrilla marketing part of our campaign involved placing "The creeper", without his message, in unexpected places to creep people out. We did this with small clear stickers and larger paper cut-outs. We placed these all over the art building the night before Sagmeister visited. People are still finding them.
We also placed information at the computer labs to remind people not to be a creeper when they go online.
We were later told that Sagmeister enjoyed our project and even jokingly nudged our teacher while she explained the concept of personal space. Excellent.
Kicking us off in identity design (my fav), Q Financial. This financial planning company was being started by a 20-something professional looking to catch the interest of more 20-something professionals and young married couples. However, Q Financial faced a few difficulties- for one, it was not the only finance-related company named Q. It was also beginning it's life in the middle of the worst banking crisis in American history, a time when people weren't trusting financial institutions. For that reasons, I chose to go with a more modern logo to appeal to a younger crowd, to set it apart from similarly-named groups, and to distance the company from the traditional, failing banks. Stationary. Very minimalistic. Two versions of business cards- one that would be a bit pricey to print (curved), the other more affordable but still interesting with it's color contrast. Logo for Buffalo CarShare (Environmental Class Project). Rochester Rapid Logo. Simple logo that can be understood by everyone, regardless of age or education level. Also conveys speed and the fact that this is a bus service. The colors chosen are refreshing, clean, and the blue, a staple of the transportation industry, further emphasizes that this is a bus service.
Space Flamingo. Logo done as part of an illustration class, for a lovely friend's film/animation identity. The type was provided by her. I chose to go with a retro feel to accompany the type and to keep the flamingo whimsical to accompany my friend. Llama Queen. Pure fun, pure nonsense. Dutchess County Rail Trail. Designed this in the style of other New York public works logos. The train tracks transition into a dirt trail as they disappear into the happy sunset.
Environmental Graphic Design. The best and worst class of my life. Never ever let your class be the "hey, lets try something new!" class. 3 detailed, research-heavy, full projects in 6 weeks = 3 all-nighters, ten years off your life, and a serious caffeine addiction. But the sun is pretty when it rises.
First up, Buffalo CarShare. Challenge: create environmental designs for a car sharing program in Buffalo, New York. Program had no logo or general identity, so a logo design was created (see above). The logo is based off an illustration the company has used in the past. I refined the idea and made it usable for professional purposes. Also needed to make a system map that could translate from posted boards to folded paper maps. Could only use black, white, and highway-sign green for this project. The shape of the sign- the angle- was chosen to distinguish these signs from other official road signs of the same color scheme. Created signage for car "hubs" (where the cars could be picked up), for both parking lots and parallel parking curbs. Also created signage to place at bus stops, metro stations, and along pedestrian routes- the areas car sharing users would most likely be. The metro stations had a full scale map while the bus stations were given signs with close-up view of the overall map as the bus stops were within walking distance of the hubs while metro stations were still a considerable distance away. FREITAG- the name nobody could pronounce (save the German minor girl). Mission: Create a scrim for designer bag company FREITAG that not only works with the building- 137 Greene St, a SoHo studio building from the early 20th century with a cast iron facade- but one that also shows off FREITAG's philosophy and style. Process work. My scrim was inspired by the architecture of 137 Greene Street and the architecture of FREITAG. Their philosophy is to reuse industrial items- tarps for their bags, shipping containers for their stores- so I decided to reuse 137 Greene street's facade on the scrim. The white boxes resting on the facade echo their store interior. The bags are actual FREITAG bags and the panels were designed to be removal should they want to change the bags with the seasons.
We had the joy of doing technical drawings off of google images and phone calls to the Realtor. Rochester Rapid. Like Buffalo CarShare, this transportation program needed an identity, a map, and environmental signage. However, Rochester Rapid had a broader audience so it needed to be universally designed as well. Special consideration was taken when designing the stop shelter and the main stop signage- a board with the timetable, map, and electronic times- to make it accessible to everyone. As a Deaf individual, Universal Design is close to my heart because I know what it's like to be excluded from an environment so I enjoyed this challenge. Timetable and Map. Very Tricky. Rochester Rapid Shelter. Following the project, we had to poll non-design students and professionals to see how effective our designs were. We then visually represented that data. Information Design:
Rate of Unnatural Deaths in Sunnydale, California. Letting my geek flag fly- this is based off the TV show "Buffy the Vampire Slayer". With the help of the Internet, I compiled the number of individuals that died over the course of the 7 seasonsBTVS was on the air. I graphed this above for humans and non-humans, one graph for the overall number of deaths over the 7 years and the other for key years. Again with the help of the Internet, I tracked down several proposed maps of this make-believe town and used them to create one large one, which I then graphed the location of unnatural deaths, for both humans and non-humans. So. Much. Fun.
Wayfinding. NTID's LBJ building is one of the most confusing buildings you will ever meet. The 3rd floor is a square that never ends, so I chose to map this is an abstract way that was still efficient. The area being depicted on the map is different for each hallway- hence, 4 maps. Symbols are used for key areas and purple/yellow was chosen to go with the building's design theme.
Welcome to the design blog of a graphic designer trying to make her way through the world. What you see are the results thus far. No color wheels were harmed in the making of these pieces.
Want to talk? MClegg08 at gmail dot com.
(All work copyright Megan Clegg 2009. Do not use without permission.)