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Process Book made to register the design of a poster that promote an organization called Cultivo, that help brazilians to invest their taxes. Made for the class Art of Poster Design - SCAD - Fall 2012, Professor Jorge Montero
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[ project 03 ][ beatriz tati nóbrega ][ assigned 01 ][ beatriz tati nóbrega ]
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
SOCIAL AWARENESS
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
BRAZIL
SOCIAL AWARENESS
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
BRAZIL
SOCIAL AWARENESS
“Para que tantos impostos?”“Why so many taxes?”
- Silvia Cintra Franco
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
BRAZIL
SOCIAL AWARENESS
“Para que tantos impostos?”“Why so many taxes?”
- Silvia Cintra Franco
• compared with other countries brazilians pay more taxes
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
BRAZIL
SOCIAL AWARENESS
“Para que tantos impostos?”“Why so many taxes?”
- Silvia Cintra Franco
• brazilians do not know where their taxes go
• compared with other countries brazilians pay more taxes
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
BRAZIL
SOCIAL AWARENESS
Law Rouanet
The Rouanet Law is a Brazilian law that encourages cultural investments that can be used by firms and citizens to help finance cultural projects. This law makes possible to deduct a certain percentage of the investment off the Income Tax
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
BRAZIL
SOCIAL AWARENESS
Law Rouanet
This law is being of enourmous benefits to Brazilian culture; tax payers loose nothing by helping cultural projects, and have much to gain, by associating their names with the projects
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
BRAZIL
SOCIAL AWARENESS
Law Rouanet
This law is being of enourmous benefits to Brazilian culture; tax payers loose nothing by helping cultural projects, and have much to gain, by associating their names with the projects
• this law is not disclosed to individuals, only for companies
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
THEN THIS YEAR CAME THIS WEBSITE
www.cultivo.cc
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
www.cultivo.cc
THEN THIS YEAR CAME THIS WEBSITE The Cultuvo is the first network for collective funding of projects (crowdfunding) associated with incentive laws of Brazil. The plat-form provides the approved pro-jects meeting between these laws and supporters, who may obtain tax benefits by contributing to the realization of projects.There, companies and individu-als can exercise their right to work by investing in initiatives inspiring, deducting that amount of income tax due to the government, just like you already do with your medical expenses, dental, among others.
At the time they receive the ap-proved projects in laws Rouanet, Audiovisual Sport and Law.
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
NOW YOU CAN CHOOSE WHERE YOU ARE GOING TO INVEST YOUR TAXES
invest in culture or sports
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
CHOOSE WHERE YOU ARE GOING TO INVEST YOUR TAXES
invest in culture or sports
my topic:
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
CHOOSE WHERE YOU ARE GOING TO INVEST YOUR TAXES
invest in culture or sports STRATEGYI made an research of typographic posters because I thought this would be a good approach since this message “invest your taxes” is really exciting and poweful, but I was questioned about why not using images.
And in another day some of my colleagues said me that would be a good idea if I used some images of the culture of my country. They also said about the street art that is really strong there.
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
Experimental Jetset
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
Rejane Dal Bello
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
Max Bill Waaitt Ill-Studio
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
Johnson Banks Demian Conrad Design Ton Eckersley
WEEK 01 - Process Book Project 01 / Beatriz Nóbrega
Jacqueline Casey David Mamie &Nicola Todeschini
Kieler-Woche
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
SKETCHES
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
REVISED CONCEPT
At this point the professor said to us that the poster should be metaphorical, give us a class about gestalt and said about similarity, proximity, closure, continuation...
So that, I tried to look with other eyes to the approach that I’d like to use in my poster.
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
REVISED CONCEPT
At the same day we did an exercise in class to conceptualise the poster that helped me a lot to understand what should be my approach.
TOPIC VERY PRECISE PHRASE STATEMENT KEYWORDS MESSAGE
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
• TOPIC
• STATEMENT
• KEYWORDS
very precise phrase: INVEST YOUR TAXES
something good that I want to promote: “NOW YOU KNOW WHERE YOUR TAXES ARE GOING TO”
KNOW / TAXES / GOING
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
choose / be aware / inquiry / be sure about / be certain about / recognize / be familiar / have a personal experi-ence/ be informed
KNOW GOINGTAXES
money / invest / contri-bution / demands/ duty / cost / tribute/ impost/ obligation / dues / impo-sition / expense / tariff / sponsored
where / particular purpose / get / make/ make for / be there / attend
• WORDS ASSOCIATIONS
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
choose / be aware / inquiry / be sure about / be certain about / recognize / be familiar / have a personal experi-ence/ be informed
KNOW GOINGTAXES
money / invest / contri-bution / demands/ duty / cost / tribute/ impost/ obligation / dues / impo-sition / expense / tariff / sponsored
where / particular purpose / get / make/ make for / be there / attend
represent this words
• WORDS ASSOCIATIONS
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
- choose: hand, arrow- be sure about: people looking to the result- recognize:- money: cash notes, coins, $- invest: something completing- contribution: a lot of people join something - make for
represent this words
• WORDS ASSOCIATIONS
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
- choose where to invest- be sure about what you are making for- recognize yours contribution (image in the background could change, diferents possibi-lites, people identify themselves)- choose to invest in a (particular, the image could change) purpose- be certain about where you are investing- recognize where you are investing
• POSSIBILITIES FOR HEADLINE
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
“STRONG CONCEPT IS ABOUT THE IDEA”
phrase spoken in class
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
A + C = B
“MOST GOOD IDEAS ARE THE COMBINATION OF 2 or most concepts that most of the
time don’t have anything to do with each others”
phrase spoken in class
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
• NEW HEADLINES
When I showed my headlines to the professor he ask me to work more on that, and I undestant that the headline could be more meta-phorical. He gave me this example: “keeping them alive”.
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
• NEW HEADLINES Headlines that I chose to work:
“RECOGNIZE YOUR MONEY”“SEE YOUR TAXES”
I prefered the first one, because I think that this one has three deferent meanings.
The first is that you can see and under-stand what happend with your money, the second is that you can identify your money because you chose where it goes to, and the third is that now you can see the value of your money.
But I didn’t know if I was thinking the meaning of this word in portuguese, and that’s why it fited so well, but I was trying to make the headline before working in my layouts.
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
• NEW HEADLINES
At this moment the professor cames with another options of headlines:
- YOUR TAXES MAKING THE DIFFERENCE- YOUR TAXES IN ACTION- DIRECT YOUR TAXES- AIM AND SHOOT. YOUR TAXES- PUT YOUR TAXES WHERE IT’S NEEDED
And I really like the “your taxes in action” because it resembled the mes-sage “recognize you money” but this one suggested a action, what is really good for a poster.
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
IMAGE SEARCH
J.R.
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
IMAGE SEARCH
thiago tarm
coletivo muda
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
IMAGE SEARCH
project: favela vila flávia project: jungle house
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
IMAGE SEARCH
project: temporada de concertos
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
IMAGE SEARCH
drawings
istockphoto
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
ROUGHTS ON COMPUTER
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
your taxes in action
YOUR TAXES IN ACTION
This was an attempt to focus on the action of the photo
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
YOUR TAXES IN ACTION
This square has been dropped because it reminds the logo of national geographic
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
YOUR TAXES IN ACTION
This was an attempt to remind a coin
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
YOUR TAXES IN ACTION
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES
IN ACTION
This was an attempt to show that the reader has the power to act
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
YOUR
TAXE
S IN
ACTION
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR
TAXE
S IN
ACTION
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
$ $
www.cultivo.cc
$
www.cultivo.cc
YOUR TAXES IN ACTION
This was an attempt to do something more comic
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
$ $ $
www.cultivo.cc
YOUR TAXES IN ACTION
$
www.cultivo.cc
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
$
YOUR TAXES IN ACTION
$
This was an attempt to remind a coin and remit the idea of a collective, crowdfunding
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
YOUR TAXES IN ACTION
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
YOUR TAXES IN ACTION
This photo has been dropped because it is not clear what the people are doing
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
YOUR TAXES IN ACTION
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
YOUR TAXES IN ACTION
WEEK 02 - Process Book Project 01 / Beatriz Nóbrega
ROUGHTS ON COMPUTER
YOUR TAXES IN ACTION
Among the roughts, this was the one that was chosen to be further elaborated
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
$
$
$
$$
$
$
$
$
$
$
YOUR TAXES IN ACTION
$
$
$
$$
$
$
$
$
$
$
Ways to display the image of the coins; with effects and photography
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION
$
$
$
$$
$
$
$
$
$
$
WWW.CULTIVO.CC
WHERE
YOU WANT
YOUR TAXES IN ACTION
Studies of the content layout /Sense of depth with the coins, “3D”
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
WWW.CULTIVO.CC
YOUR TAXES IN ACTION
WWW.CULTIVO.CC
WHERE YOU WANT
YOUR TAXES IN ACTION
YOUR TAXES IN ACTION WHERE
YOU WANT:CULTIVO.CC
YOUR TAXES IN ACTION
I chose to use only photos that are really projects from the website cultivo
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION WHERE
YOU WANT:CULTIVO.CC
YOUR TAXES IN ACTION
WHERE YOU WANT:CULTIVO.CC
YOUR TAXES IN ACTION
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
WHERE YOU WANT:CULTIVO.CC
YOUR TAXES IN ACTION
YOUR TAXES IN ACTION
WWW.CULTIVO.CC
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
WWW.CULTIVO.CC
YOUR TAXES IN ACTION YOUR TAXES IN ACTIONWWW.CULTIVO.CC
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION WHERE
YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
YOUR TAXES IN ACTION WHERE
YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
Typography studies
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTIONWHERE
YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
YOUR TAXES IN ACTION WHERE
YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTION WHERE
YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
YOUR TAXES IN ACTION WHERE
YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
YOUR TAXES IN ACTIONWHERE
YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
ROUGHTS ON COMPUTER
Adjustments:- put brand cultivo - reduce photo- adjust white spaces- add the name of this project- kerning
YOUR TAXES IN ACTIONWHERE
YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
LAST LAYOUT
WHERE YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
PROJ
ECT:
THE
MOV
IE V
ILA
FLÁV
IA
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
REFLECTIONS
WHERE YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
PROJ
ECT:
THE
MOV
IE V
ILA
FLÁV
IA
Composition makes a triangle
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
REFLECTIONS
Focused on the ball, which has the same format of the coins
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
REFLECTIONS
Same approach
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
STUDIES FOR A COLLECTION
WHERE YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
PROJ
ECT:
THE
MOV
IE V
ILA
FLÁV
IA
WHERE YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
PROJ
ECT:
TEM
PORA
DA D
E CO
NCER
TOS
WHERE YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
PROJ
ECT:
THE
JUNG
LE H
OUSE
Hard to understand this image
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
WHERE YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
PROJ
ECT:
THE
MOV
IE V
ILA
FLÁV
IA
WHERE YOU WANT:WWW.CULTIVO.CC
YOUR TAXES IN ACTION
PROJ
ECT:
TEM
PORA
DA D
E CO
NCER
TOS
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
SIMULATION
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
WEEK 03 - Process Book Project 01 / Beatriz Nóbrega
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