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(13.7 MB, 4:19)
Branding has become something that I love about visual communication. The first semester of
my senior year at Herron came with the toughest project I would ever work on, and also
became the project I was most proud of in the end. It was THE project that got me thinking
about where I fit in as a designer.
The project called for me to select a company who I felt was at one point in time, the
leader of their particular audience; however, at some point in time had fallen out of the
race for one reason or another. After selecting a company (which was a huge challenge in
and of itself) I had to propose a hypothetical re-positioning of their brand personality,
that would give the company the boost it needed to become competitive within their market again.
The company I selcted was Blue Note Records, the Jazz record label that was in it's prime in
the 1950's.
The most interesting thing about this project is that I was not to actually re-design any
of their materials. The focus of the project was to get at the core of what the brand
personality could and should be. The aim was to create a visual narrative that would educate
the boardmembers/owners of the chosen company as to what personality their brand should have.
In the end I decided to create a short movie that would take the audience captive and
visually narrate the story of the Blue Note Personality. In addition, a soundtrack was compiled
and an accompanying booklet, all presented in a handmade, one-of-a-kind package.
In addition, this project was submitted to the AIGA 365 competition at the suuggestion of
several of my professors. An additional text document was written to accompany the video.
Given the nature of this project, aside from the video, there is not much to look at. The
three months I spent on this project was mostly dedicated to research and writing.
To be honest, I made the video, the soundtrack, the booklet, and the packaging in about a
week, The other eleven weeks were spent collecting images, researching, and writing.
Therefore, I suggest that any interested parties take a look at the PDF of the document
that I sent to the AIGA.
-->Download the Quicktime file of the Video (13.7 MB, 4:19)
The video is to be viewed using Apple's
Free Quicktime Player. If you don't already have it, click the link to go to Apple's
website and get the free download.
-->Download the PDF of the AIGA submission document
If you don't already have it, You will need the free Adobe Acrobat reader to view the PDF file.
Created Fall 2002.