Design School Confidential

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project brief

Create an identity for a hypothetical product. If

your product is based on an existing consumer

product, target a new market segment and make

appropriate modifi cations to the product.

Identify your audience and develop an un-

derstanding of their needs. Use these insights to

shape your design decisions.

Analyze and evaluate the product and its

competitive context.

Identify the target consumer, their needs,

and their relationship to the product in a man-

ner that will allow you to fi nd them. If you can

fi nd them, you can reach them easily: This

means that your audience has already estab-

lished high-quality hubs, communication net-

works, etc. (If members of your target audience

are dog owners, for example, then you can fi nd

them through vets, pet stores, dog parks, dog

magazines, groomers, kennels, web zines, dog

shows, and dog trainers.)

Defi ne the core idea behind your product.

(A target + a problem = the core idea or product

niche.)

Identify the key problem(s) your product

addresses: Understanding your consumers’

problem is how you reach them emotionally.

Your ability to articulate the pain, needs, prob-

lems, and desires of your prospects is the center-

piece to how much they will trust you, your ability

to come up with irresistible offers and messages,

and whether or not you can even get their atten-

tion in the fi rst place. Techniques and tactics are

not the heart of great marketing.

Translate the core product idea into a

powerful and memorable product identity by

developing and executing the key product

identity elements such as product name, logo,

and packaging.

project goal

■

Demonstrate advanced research skills.

■

Demonstrate the ability to compile,

organize, and edit data.

■

Explore the relationship of brand

development to product.

■

Develop an understanding of a target

audience.

■

Develop an effective design strategy

related to consumer needs.

■

Demonstrate the ability to develop a

design strategy and create an integrated

product-identity program.

project outcome

■

Produce an identity program that includes

a minimum of the following components:

■

Logo/word mark

■

Package design

■

Promotion material and/or point-of-

purchase environment

■

Booklet that documents your process

■

The presentation must include a design

brief that outlines product evaluation,

consumer evaluation, and objectives

and strategy.

Class: Advanced Graphic Design I —

Product Identity

Level: Fourth Year

Faculty: Rik Zak

Duration of Project: One Semester

6

Alberta College of Art and Design

Calgary, Alberta, Canada

Product Identity

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Little Boy Identity

Student: Justin Tan

I wanted to take a line of retro Japanese sneak-

ers and make it a counterculture street product.

I created an identity based on Japanese post-

apocalyptic fi lm language, World War II refer-

ences, and Japanese kawaii culture. The logo

contrasts the seriousness of the expression

“little boy” with a smiling Buddha, referencing

Japanese culture in a tongue-in-cheek manner.

The use of “Engrish” gives the impression that

the product is intended for the Japanese and

has simply been imported.

the projects 45

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Î

Apostle Identity

Student: Rachel Rivera

Illustrations: Brennan Kelly

Create longboards for sophis-

ticated indie boarders that

refl ect their attitudes and al-

ternative lifestyles. Rebrand

Arbor’s series of elite carver-

style decks featuring custom

artwork by young contempo-

rary artists.

The objective is to cast

a different light on the long-

boarding lifestyle, veering

away from the thrasher or

punk aesthetic, to something

more enlightened and philo-

sophical.

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