The Branding Process Part 3: Print Advertising

Now that the logo was created to easily identify the brand/product, advertising is the next step. A company may have an awesome product with a fantastic logo, but without advertising no one would know about it. That doesn't help much, does it?

My thought process behind creating the print ad series was to create something approachable with plenty of open space to entice individuals to stop and take a look at the ad and encourage them to find out more. I made the cell characters to reflect the textual content included, the simplified way Promeaga works, and to make the ad welcoming as well as a bit humorous. I decided to have them as the main focus with lots of white space to keep the ad clean and in contrast from other ads (You have seen them. Many are so bright, content-filled, and busy to attract the consumers' eyes that they look like the many other ads and completely lose purpose because of this.). The logo is clean, modern, and a bit carefree so I wanted that to be expressed in the ad as well through the design and the colors used.

So there you have it. Full, half, and quarter page ads.

Promeaga ad series. Lindsey Pionek. 2009. Adobe Illustrator and InDesign CS4.

A Bothered Valentine's Day

Jimmy Fallon/Robert Pattinson/Edward Cullen have something to say about Valentine's Day. Take a look and you will get a bit of anatomy with it!

Happy Valentine's Day to singles and couples alike!

Video courtesy of hulu.com. Late Night with Jimmy Fallon "Bothered Valentine's Day" skit. 2010.

Tribute to McQueen

Alexander McQueen - Plato's Atlantis from SHOWstudio on Vimeo.

It came as quite a shock to me to hear about the death of (Lee) Alexander McQueen's death. He was one of my favorite designers, though I am unable to afford his work. His shock-and-awe factor and how he pushed the envelope in the fashion world, as well as his references in anatomy and Darwin's Origin of the Species, provided me with inspiration and appreciation for symbolism and the thought process behind creating art. So in ode of one creative genius, I provide you with a few anatomical designs by Alexander McQueen.





Photos courtesy of bagbliss.com, prmtvemag.blogspot.com, and thefashionmomma.com. Skull Knuckle Duster Whipsnake Clutch, Leather Toe Pump, and Signature Skull Scarf. Alexander McQueen.

The Branding Process: Part 2

Above is the logo chosen with the color and text choices that made the cut. I have a few reasons why I chose this logo above the others:

- The modern design reflects the characteristic of Promeaga be a "new" and revolutionary drug.
- The center ovals of the logo symbolize a cell with a nucleus which is the level that the drug performs at.
- The outer loop of the logo has a whimsical look. This was added to create an approachable and "take action" feel. It was made to look like someone took a marker and circled the cell; the way that Promeaga works. The negative space that interrupts this loop heightens this take action aura and creates interest.
- The logo looks like an abstract target, one of the key words and ways that Promeaga works in the body.

Adding the brand name to the logo was the next step. As you can see from the examples, I wanted to use a san-serif font to mimic the clean and modern feel of the logo. I ended up with a thin, rounded san-serif named VAG Rounded in title case which worked well with the roundness of the logo and the way the letters created even more circles in the brand name.

Lastly, color is added to the logo. Color is very important in the branding process. Colors aren't just chosen to make the logo pretty, there is a large amount of psychology and symbolism behind each and every color. I have always been interested in color psychology, so choosing colors was an enjoyable task. The orange-red gradient and the vibrant light blue were chosen with aesthetic and psychological purposes. The blue signifies a state of disease, yet the shade of blue does not look dangerous or grotesque. The orange is a very vibrant and active color, but after some more research, I found that the color orange stimulates the immune system. This works for this logo since Promeaga doesn't compromise the immune system, yet is able to rid the body of cancerous cells. In the end, the final logo is modern, optimistic and approachable; exactly what I wanted this pharmaceutical drug is to represent.



Logo color and typography concepts and final Promeaga logo design. 2009. Lindsey Pionek. Adobe Illustrator CS4.

The Branding Process: Part 1

In the process of (finally) presenting all of my work from the past semester, here is the first part of my branding assignments from my Advanced Graphic Design class with Donna Hughes. The first part of the branding process was logo development. A logo should embody an organization or product, therefore a designer should dedicate an ample amount of time in research. Donna taught us this by requiring us to complete a few forms, which included a product identity, as well as filling out a concepting matrix, which included word, image, and color association list. I decided to create a logo for an imaginary pharmaceutical drug, Promeaga. Why? I didn't want to mimic anything on the market, recreate present branding, and most importantly, I wanted to put myself in a real-life situation with creating a new logo. Let's take a look at the process with the Promeaga logo.

Product Identity
Name of product: Promeaga (Echinomycin doxorubictin)

What exactly does the product do?
Promeaga is a cancer suppressant pharmaceutical that successfully repairs the human p53 gene, the transcription factor that prevent genome mutation by initiating apoptosis (premeditated cell death). In most cancers this transcription factor is mutated, therefore Promeaga would be able to restore the function of apoptosis in cancer patients, providing a better chance of restoring normal function in cancer patients.

Describe the industry of which the product is a part.
Promeaga is part of the new findings and experimentation of Merck & Co. Merck & Co is a global research-driven pharmaceutical company dedicated to putting patients first. Established in 1891, Merck discovers, develops, manufactures and markets vaccines and medicines to address unmet medical needs. The Company devotes extensive e fforts to increase access to medicines through far-reaching programs that not only donate Merck medicines, but help deliver them to the people who need them.

How does the product fit in this industry? What is unique about it that sets it apart from others in the market? What is similar that keeps it competitive within the market?)
Promeaga is the first product to benefit cancer patients of all kinds without the negative e ffects of chemotherapy. This drug provides a step ahead towards the actual cure for cancer. Though this drug is not the cure-all, Promeaga targets the transcription factor that initiates apoptosis, which stops the mutated cells from multiplying and make the cancer deadly. With the death of cancer-causing cells, there is a better chance of survival normal functioning cells and the patient. This drug, as beneficial as it is, is one step closer to the cure for cancer, though it does not fully provide society with the cure for cancer. Therefore, there is a sufficient amount of research yet to be done by pharmaceutical companies to find the cure.

Audience Profile Who is the audience (end user) for the product? Describe their personality as a group.
The audience in for patients with all types of cancer that would like to see an alternative to treatment other than chemotherapy. They are likely very sick and exhausted from dealing with their cancer. The patients will most likely be happy to know that there is a better treatment option than chemotherapy, and one that could potentially cure many of numerous types of cancers. Cancer patients tend to be hopeful through their treatment and are more willing to try new procedures. They want to rid themselves of the cancer with as little pain and su ffering as possible.

What is the accepted/preferred visual language of the audience? Research example of what they are used to seeing and what is successful in communicating with them.
The visual language for cancer patients follows a positive outlook for curing cancer. Though the drugs and therapies are not highly advertised, organizations for all types of cancer show images of hope, love, family, strength, life. All imagery is active and positive. Though the audience is faced with the possibility of a shortened life, the advertising takes them away from this to keep them positive during their treatment and not willing to give up on their battle.

What is the primary message you want the audience to receive about the product? (This should be a simple, clear answer—one concise sentence.)
Promeaga provides cancer patients with more hope and promise than any other cancer treatment.

What is the secondary message you want the audience to receive about the product?
Promeaga gives cancer patients their lives back by providing a more comfortable treatment.



After product identity was in place, I was able to go to the concepting matrix. Though this matrix did not have to be followed, it is a fantastic tool for experimentation and spurring thought and creativity. Afterwards, I worked on thumbnails of possible logo ideas in black and white. Below are images of these worksheets as well as a my top choices for the final logo. Which one do you think I chose to finish?

Someone had a little too much fun with the Blur tool...

While taking a break and catching up on my latest celebrity gossip, I tripped over a slide show on the most shocking photo re-touching of celebrities from Newsweek. As mentioned in yesterday's post, Photoshop is an incredible tool for photographers. However, when you are pasting celebrities on the cover of fitness magazines and talking about body confidence or how they "never work out", and smooth away the bumps, lumps, and take off a dress size, how legit can that be? Everyday people try to attain this beauty and can't attain them even with hard work. Society has brought about this level of perfection, which seems isn't even able to be achieved by the celebrities themselves! Is is wrong for them to want people to see how they really are? Is it a career killer to have flaws like everyone else does?

Now don't get me wrong, I love Photoshop and I expect for there to be retouching in the media. Who wouldn't want some images of themselves touched up a bit to make themselves look better or even be put in better lighting? However, I think there is a line on what should be done when the individual is supposed to look natural and real. Glamour shots, artistic photo shoots, and advertising where fantasy is to be mimicked, I get it, understand it, appreciate it and yes, sometimes enjoy it for the image they they created, however does Faith Hill really have to have her arms thinned? Please take a look at the slide show to see even more blunders here.

Photo courtesy of TheBlueThing.com. Faith Hill Redbook Photoshop Before and After. Rebook magazine cover July 2007.

Birthday Suit

Happy birthday to me! Yep, today is my 24th birthday. Though I am choosing to be alone tonight in my apartment working on homework, don't fret, I had a great day. I was surprised at work today when my fellow co-workers came in with a personalized chocolate cake with a brownie and candles glowing on top. I was so surprised and it made my day. You guys are great and the cake was fantastic too (Especially since otherwise I wouldn't have had one. Buying a cake when you live alone doesn't last long!).

Today is the only the beginning. Tomorrow will be a celebration with friends new and old around Chicago. I have a new party dress and I'm going to rock it no matter how cold it is outside. Then the rest of the weekend my family is coming to the city. My entire immediate family are coming down: Mom, Dad, my brother and my cute, precious, funny little dogs, Molly and Duke, will be here. We don't have any concrete plans yet, but I know it will be fantastic. Let the birthday celebration begin!

In honor of my birthday, above is a Photoshop-manipulated image appropriately named Birthday Suit. This image was created by photographer Mike Stowe who took a beautiful image of the female body and manipulated it to create a interesting, stunning and shocking piece of art. It is wonderful to see how powerful Photoshop can be. Though it reminds me quite a bit of Ed Gein, a serial killer who lived in the town ten mere minutes away from my hometown, the image is well done and holds my attention; what art should be.

Photo courtesy of Photo.net. Birthday Suit. Mike Stowe. 2008. Photoshop.

My First Animation

After a blogging hiatus (I'm sorry everyone who follows!), here it is. That final animation. That animation that owned me for the entire semester. I worked hard, I am satisfied where it is compared to the concept sketch process, and had many nights where I would render one portion of the animation overnight and wake up to a section of the animation just to set up another scene to render. My poor computer was angry at me the last three weeks of the semester. I could hear it huff and puff to put all of its effort in what I was doing at the time. I, too, was at my wit's end at the close of the semester. I had some embarrassing incidents because of lack of sleep where my body would not get out of bed even though I had to, I had some public transportation issues where the one El line that was the only one I could take just stopped functioning. Nonetheless, I survived. I not only survived, but my hard work through the semester was rewarded and I am happy with the grades I received, though I am VERY happy for that semester to be over.

So here's the animation. If you have not been following from previous blog posts it illustrates the mode of action of Botulinum Toxin Type A. To most people this term is not understood. In other words, this is how Botox works. Yes, Botox is botulinum toxin (the deadliest toxin known to man) in small doses. So there you have it, learn something and enjoy!

Video courtesy of youtube.com. Botulinum Toxin Type A Mode of Action. 2009. Lindsey Pionek. 3Ds Max, Adobe Soundbooth, After Effects and Premier.

Disney Did Medical!

And I'm not talking about The Fantastic Voyage! I was listening to Chicago-based current events-based radio show, Wait Wait Don't Tell Me!, while working on my graphic design project and they stated that Disney created a short about the menstrual cycle years ago. Not gonna lie, I couldn't believe it! So what do I do when I want to find out something? That's right, google it! There it was: The Story of Menstruation. Made in 1946, this informative animated cartoon reminds me of Cinderella with the narration, the illustration, and the typical stereotype of women at that time. Some of the absurd taboos that were thought to be true, wow! Not taking a shower during the time?! Gross! Oh, and avoid constipation? Does anyone ever purposely get constipated?! Oh and the end reel, yeah, that doesn't always happen that way. I guess times have changed, you can totally see it through this video. You have to check it out to believe it; I personally thought it was hilarious. What do you think?

School has been interesting of course. I had great reviews on my logo design (I will post the finished piece next week), really need to work on my animation, and I have a Pathophysiology exam this Friday that I should probably be studying for now. So on that note, I'm out!

Video courtesy of youtube.com. The Story of Menstruation. Educational animation by Disney. 1946.

Flashy Halloween

Halloween, one of my favorite holidays, was fantastic this year in Chicago once again. Though there weren't as many crazy costumes in Wicker Park at there was in Boystown last year, it was still pretty entertaining. We had a quite the plethora of characters at our BVIS party though! Some characters from Law & Order SVU, My Little Pony, Rick James, a jockey, the wolf from Little Red Riding hood, a lobster, Dr. House, a knight, bumblebee, a pimp, Lady Gaga, a Black-Eyed Pea, Adam Lambert and some groupies is just an overview of everyone that attended. Of course, there was me of course as Lady Flash. I liked the costume because of all the red and it was one of the most covered costumes at the costume shop. I know Halloween is a time to skank it out, but newsflash: IT'S COLD IN CHICAGO! Plus, I just didn't want to do that since all of them are short.... don't quite have the thighs for that.... but I compensated with the costume by using hair extensions and hot rollers. Anyway, it was still a hit. I don't know what it is; I wasn't going for sexy at all, but it worked out that way. I'm not complaining at all, but still kinda unexpected for me that night. I have curves and I guess people like it.... I could probably make a potato sack hot. :D

I have to say my fave costume that night was Glambert as shown with me above. That took some effort and research and I think it turned out fantastic. I'm surprised that I didn't see any other Adam Lamberts that night, which makes it even more great. Great job dear! Gaga was pretty amazing too. Almost all of the costumes I saw were pretty much easily recognizable. It was great to hang out with almost everyone in my class since most of the time we just go to class and don't have time to hang out as much as we did last year. It must have been a good night though since I lost my phone... and accidentally left my camera at the party.

Yes, it was a good night, and I tend to have a little bit too much fun since I am not able to as much as I did before. Plus, it doesn't help when your tolerance is down at the same time. I didn't get sick and I didn't feel that bad the next day though, so that was nice. But now I'm on the quest for another phone, since that was a whole story in itself (someone found it in the leaves in front of my apartment and was supposed to drop it off with a friend of mine, but never did), but I have a Blackberry Tour in the mail right now and I can't wait to play with it! I wanted an iPhone, but being a very happy US Cellular customer, I did not want to cancel and go to AT&T which I heard has the worst calling, 3G, and customer service. We will see if I like it!

Photo courtesy from Jessica on Facebook.com. Adam Lambert, groupie and Lady Flash. October 2009.