Pacifica Inc. THE PROJECT Introduction My previous work THE BRIEFING Current Target THE PROCESS Environmental Scan Basic Elements Logo Design Considerations

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget

THE PROCESSEnvironmental

ScanBasic Elements

Logo DesignConsiderations of

Format

THE SOLUTION

PostcardsMagazine Ad

BillboardBus Shelter Ad

Web Banner Ads

THE PROJECT Introduction

Structure a major re-branding and advertising campaign for Pacifica Inc.

Based on the personality and quality of my previous work

SUZETTE CHANVisual Design 4

Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE PROJECT Previous work

Greeting Cards


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads


Profiler (before)


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads


Profiler (revised)


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads


Album ReSample


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE BRIEFING Current

Pacifica is:

A bookstore specializing in antique, rare, short-run, valuable books A large for a store of its kind (43,000+ volumes in inventory) Off-site inventory Membership in continental antiquarian and similar booksellers organizations Dabbling with online sales

A store with a close family feel serving a niche market Labelled as conservative, though it is not Named in honour of original owner’s dream to have stores along the coast

Without a standard logo, corporate colour or typeface – no visual identity system


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE BRIEFING Target Pacifica wants:

Wider demographic group: add younger, retain current demo, up to retired professors People who know the value of books, people willing to be educated about value of books Tagline reflecting what Pacifica does, its service values Visual identity which better represents its fresh, expert approach Serve wider area without expanding facility

First steps: new faces in the store, 10% sales online, extend reach to BC and Saskatchewan


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE PROCESS Environmental Scan

Models Service model based on Greenwoods, Audreys Inventory content similar to Edmonton Bookstore, Bjarne’s (high quality, rare) Web presence as helpful and easily accessible as http://www.abebooks.com

Not Models Wee Books Inn – rummage-sale service, presentation and inventory Chapters/Indigo – too large, impersonal, inexpert, too much non-book emphasis Alibris.com – reliant on nostalgia, too specific in advertising


Final Project

http://www.abebooks.com/

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE PROCESS Basic Elements

Colour Avoid blues and greens – do not want to suggest specialty in books about Pacific region Avoid browns and golds – do not want to suggest old, fussy bookstore image Avoid colours that are trendy – do not want to alienate current customers

Typeface Be bold, but not cold Not too cute Not too serious

Images Photos of people can be too specific or generic Choose images of books that are being constantly discovered by new generations, e.g. the Beats (Burroughs, Ginsburg, etc.), Sylvia Plath, William Gibson, Thomas Pynchon, Margaret Atwood, Anne of Green Gables, Zen and the Art of Motorcycle Maintenance, etc.

Language Emphasize love of books Emphasize specialty in rare, out-of-print books that are monetarily and emotionally valued Avoid fusty or junky terms like antiquarian, old books, used books, resales, second-hand Avoid cute or generic terms like treasures, finds, valuablesSUZETTE CHAN

Visual Design 4Final Project

SloganSecond-hand/rare book buyers love the hunt, but many are pragmatic about where and howthey buy their books:

Ebay and sites like Alibris, ABE and Biblion have been filling a lot of my OOP book needs, but I love-love-loveused bookstores. Whenever I travel, as soon as I'm in the hotel room, I pull out the local Yellow Pages andlook up all the area used bookstores (and comic shops) and fit as many into my trip as possible.

I hardly ever use Alibris or other online sources, preferring to hunt for my prizes in person. When I was a teenager living in Buffalo me and my friends used to make special trips up to Toronto just to hit used book stores. I'd prefer first going to a physical store, and use the internet if that's unsuccessful. I've been doing more internet book-buying recentlysince my current location has less of a used book store presence than my earlier homes. Back in the mid '70s we lived in Rio de Janeiro, Brazil. My mom read a book while we lived there called Drum and Candle about Macumba,the Brazilian strand of Voodoo. Many years later, after we'd returned to America, she tried to buy the book only to find it had goneout of print.[...] Whenever I'd visit a used bookstore I'd check to see if they had it in stock. No success. For years I looked for this book.Then one day when I lived in Champaign I was in the used bookstore downtown and asked the lady behind the counter if they had it. A voice behind me said, "Drum and Candle? We got that in last week."

We had a 1926 edition [of The Singing World] when I was a child and our mom used to read out of it to us, and we used to argue over whowould get the book when we grew up and moved away. Being the first one to do so, I set out to collect enough editions of the book thateach of us could have one, plus one for our mom. It took a couple years of haunting Ebay, but I've done it.

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE PROCESS Basic Elements


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE PROCESS Logo Design

Sketches 1 – “Books” is needed


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads


Sketches 2


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads


Sketches 3


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads


Comps

< Go ahead

< Too boring

< Too cuteSUZETTE CHAN


Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads


Applying Colour


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads


Adjusting Type

< Too cold

< Too bold

< Too wispy

< Go aheadSUZETTE CHAN


Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads


Final Logo


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE PROCESS Considerations of Format

Format Demographic (core groups)

Exposure

Postcards 20+(Target 20s to 40s)

Minutes to hours

Magazine Ad 35+(Target 40s up)

Minutes to hours

Web Teens+(Target 20s to 60s)

Seconds to minutes

Billboards 30+(Target 30s to 50s)

Seconds


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE SOLUTION Postcards

First Iteration


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads


Final Postcards (front)


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads


Final Postcards (back)About the book and >its value

About Pacifica Books >


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE SOLUTION Magazine Ad

Reaching Professionals


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE SOLUTION Billboard

Reaching Suburban and Out-of-Town Target Markets


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE SOLUTION Bus Shelter Ad

Reaching Urban Target Customers


Final Project

Pacifica Inc.THE

PROJECTIntroduction

My previous work

THE BRIEFING

CurrentTarget


ScanBasic Elements


Format

THE SOLUTION



Web Banner Ads

THE SOLUTION Web Banner Ads

Going Global


Final Project

Documents

Pacifica Inc. THE PROJECT Introduction My previous work THE BRIEFING Current Target THE PROCESS Environmental Scan Basic Elements Logo Design Considerations