Publication Design & Graphics Creative Campaign Chelsea Collins Spring 2014

Campaign Background  Client: Sweet Shop  Business: A candy store located in West Omaha that has a vintage feel with a modern twist  Goal: To make people aware of this candy store and the grand opening that is happening on May 3 rd, 2014 while also showing off its family friendly image throughout the community  Target audience: Parents with children, but also appeals to the children as well

The Sweet Shop Message  Sweet Shop is a new candy store that is located in West Omaha that pairs together the old vintage feel of a candy store with the modern twist of the 21 st century  Family friendly environment  A welcoming and enthusiastic staff  Purchase one item or twenty, no matter what the customer will be getting the best experience every time

Message Cont.  The family friendly environment will be seen through customer newsletters and s/mail pieces informing customers on new candies and package deals  Design elements show bright, fun colors and relate to both the children and the parents  The Sweet Shop theme expresses the fun and creativity within the store’s style

Basics  A logo that featured the business name was created  Tagline (when needed): “Satisfy Your Sweet Tooth”  Contact information included on all the necessary items:  Website:  Phone number: 

Logo Created by: Chelsea Collins

Recurring Design Elements  The logo will be on all design pieces  Font: Always Together  Other common fonts: Pea Ashley Grace, Futura, Cheddar Jack, DK Visum, etc.  The lollipop graphic will always be replacing the “o” in Shop  The lollipop graphic will also be used throughout the various ads in different ways

Design Pieces  The majority of this campaign is designed around the grand opening of Sweet Shop  Wants to gain the attention of potential customers  Aided through coupons/different deals on some pieces

Newsletter – Page 1 Design Elements Contrast: Bright colors contrast with the white background Contrast: Bright colors contrast with the white background Repetition: Rainbow header at the top of the page ties into the colors within the repeating lollipop graphics, Titles and subtitles repeat throughout the publication Repetition: Rainbow header at the top of the page ties into the colors within the repeating lollipop graphics, Titles and subtitles repeat throughout the publication Alignment: Flush Left Alignment: Flush Left Proximity: All of the similar information is grouped together, such as titles/subtitles, stories, etc. Proximity: All of the similar information is grouped together, such as titles/subtitles, stories, etc.

Page 2 and 3 Design Elements : Contrast, Repetition, Alignment and Proximity elements that were previously stated continue onto these pages

Newsletter: Page 4 Design Elements: Contrast, Repetition, Alignment and Proximity elements are the same as the ones previously stated from page 1 Contrast, Repetition, Alignment and Proximity elements are the same as the ones previously stated from page 1 To be ed or mailed, it should be sent out to customers/employees on a monthly basis To be ed or mailed, it should be sent out to customers/employees on a monthly basis

Poster Design Elements Contrast: The black font and vibrant colors from the lollipop/picture pop from the opaque background Contrast: The black font and vibrant colors from the lollipop/picture pop from the opaque background Repetition: Lollipop graphics and the jellybean dispenser background Repetition: Lollipop graphics and the jellybean dispenser background Alignment: Centered and Flush Left Alignment: Centered and Flush Left Proximity: Store/Contact information, Location, Opening date, Headline is separate from other words Proximity: Store/Contact information, Location, Opening date, Headline is separate from other words Side Note: Place at different family friendly environments where the target audience can see them Side Note: Place at different family friendly environments where the target audience can see them

Direct Mail Design Elements Contrast: The white background that is directly next to the colored background/pictures, Pictures against a solid background Contrast: The white background that is directly next to the colored background/pictures, Pictures against a solid background Repetition: Poka Dots, Same color background Repetition: Poka Dots, Same color background Alignment: Centered and Flush Left Alignment: Centered and Flush Left Proximity: Coupon information, contact information, logo, some product teasers Proximity: Coupon information, contact information, logo, some product teasers Note: mailed to customers and handed out at grand opening Note: mailed to customers and handed out at grand opening

Print Ad Design Elements Contrast: Pink background contrasts with the bright focal point, also with the white font Contrast: Pink background contrasts with the bright focal point, also with the white font Repetition: Different candies to make the tooth and elements from other pieces Repetition: Different candies to make the tooth and elements from other pieces Alignment: Centered and Flush Right Alignment: Centered and Flush Right Proximity: Tagline, Logo, Information Proximity: Tagline, Logo, Information Note: placed in public printing publications Note: placed in public printing publications

Digital Ad Design Elements Contrast: Yellow contrasts with the black font Contrast: Yellow contrasts with the black font Repetition: Poka Dots, Fonts Repetition: Poka Dots, Fonts Alignment: Centered and Flush Right Alignment: Centered and Flush Right Proximity: Offering of coupons, location information, contact information Proximity: Offering of coupons, location information, contact information Note: to be placed on local business sites (Omaha Magazine, Omaha World Herald, etc.) Note: to be placed on local business sites (Omaha Magazine, Omaha World Herald, etc.)

Newspaper Ad Design Elements Contrast: Colored background/graphics will stick out in grey newspapers, logo, fonts Contrast: Colored background/graphics will stick out in grey newspapers, logo, fonts Repetition: Lollipop graphic & elements from the other designs Repetition: Lollipop graphic & elements from the other designs Alignment: Centered, Flush Left/Right Alignment: Centered, Flush Left/Right Proximity: Store location, Contact information, etc. Proximity: Store location, Contact information, etc. Note: This will go out a week after the grand opening, placed in Omaha World Heral Note: This will go out a week after the grand opening, placed in Omaha World Heral

Summary  Sweet Shop is opening its location in West Omaha on May 3 rd, 2014 and sells all different brands of candy while giving that retro candy store with a bit of modern in it  Grand Opening Event  Goal = get people to get there and create loyal customers  This will be achieved by various campaign pieces, especially the ones that contain coupons

Summary Cont.  Target Audience: Parents and their children  The Big Idea: Sweet Shop has the authentic old school candy store feel with a little bit of a modern twist. There will be different candies that will be at Sweet Shop and not everywhere else  Personal touch is gained by treating our customers like they are one of your own, but also with newsletters and fliers  The fun and friendly atmosphere/staff shows how much fun a place could be  Colors/Designs are bright and cheerful so Sweet Shop attracts more customers