Disclaimer: Imagery used is for educational purposes only.
The Launchpad Cafe Logo Style Guide is the final piece of the campaign project. The website [http://tkflicek.wix.com/launchpadcafeguide] contains the final version of the marketing plan, the unique promotional item (UPI), assets, and the final logo design variations. The overall theme is based on the inspiration one feels by drinking an excellent brewed cup of coffee, while the style is set in 1920's prohibition era. The logo style guide contains pieces from each step of the project mixed with new, edited designs.
The Launchpad Cafe commercial is a collaboration of photoshop artistry and animation layers. The commercial sets the stage for the Guerrilla Marketing campaign in which the company would stage a coffee prohibition set in the 1920's style. The design uses the consumer's passion and rebellious nature for coffee to draw customers to the Launchpad Cafe, which would be based in Seattle, Washington. The characters in the commercial were designed using Adobe Fuse and then uploaded to Mixamo.com where I customized the animation. For the final animated rendering, I created animated layers in Photoshop then added the key characters. The final animation was transferred to iMovie where the music and written narrative were added then uploaded to Vimeo.
The above storyboard is a rough timeline for the final version of the commercial. At this stage of the development, I took great care to keep the target market at the forefront of the promotion concepts. Restrictions play havoc on human emotions especially to those with deep passions. To deny coffee lovers the rights to a rich, dark brew would spark a city-wide rebellion. The pacing is a rough idea of how best to convey the message.
As part of the guerilla marketing package, the Launchpad Cafe Radio commercial reinforces the rumors directed to the natives of Seattle, Washington. The voice actor used inspiration from old radio clips from the 1920's to deliver the tone of the commercial. The background static aids in delivering a convincing commercial while keeping with the theme of this project. Garage Band and Soundcloud were the main sources for this production.
This diagram is a visual representation of the process of events leading up the coffee prohibition and speakeasy. The consumer base will initially learn of the upcoming attraction through the TV ad which directs the viewer to the Launchpad Cafe website [ http://tkflicek.wix.com/bringonthecoffee]. At the website, customers will find a confirmation of the prohibition event, sponsored by Launchpad Cafe, via the radio commercial as well as learn how to attend the speakeasy. This diagram was created using Adobe Illustrator.
For the Launchpad campaign, the above images are the final versions of the logo. From left to right is the full-color logo, the black and white logo, and the no color logo all of which are set against a white background. The final design was chosen due to its strong 1920's style. The sleek design is reminiscent of the Art Deco era.
From the sketchbook for this logo design, I've chosen six versions of the almost completed logo design. Along with the designs are variations of the tagline.Through research and feedback, the approved logotype is "Launchpad Cafe: We brew inspiration," which appears in the final version as explained above. The key software used for this part of the project was Adobe Illustrator.
The above images are from my sketchbook for the Launchpad Cafe campaign. The designs were critiqued and voted on before coming to a final design. Sketching helped me rationalize the core of what the company stands for and who they represent. The inspiration behind the design variations includes the Art Deco era, college mascot, intelligence, sophistication, and urban coffee.
The Unique Promotional Item (UPI) and Guerrilla Marketing Plan lays out the overall design concept for the promotion of the proposed prohibition event. Included is the plans for the UPI, the radio commercial, the TV commercial and social media. For the compilation of this guide, I used Photoshop, Adobe InDesign, and Issuu to complete the plan book.
This video is the final version of the dynamic mood board. The video also includes the animated logo. The dynamic mood board gives the viewer a feel for the theme and style of the brand. Each element of the layout and design reinforces the Art Deco style. The software used includes Keynote animation, Photoshop, iMovie, and Vimeo.
This sketch is the timeline for the dynamic mood board. Not only does physically sketching allow the mind to freely conjure creative elements to better establish the mood of the campaign, but also adds clarity to the intent of the message.
This layout is the final version of the static mood board for Launchpad Cafe. The chosen theme for this campaign is sophistication set in the style of the 1920's. From the color choices to the font families, the Art Deco style flows from one to another. The final color palette reflects the richness and prosperity of the era as well as the robust flavor of the coffee brewed at Launchpad Cafe. The main source of software includes Photoshop and Adobe Illustrator.
The above mood boards are additional design concepts for Launchpad Cafe. On the left, the theme is Zen inspiration. The initial idea for the Zen theme was the tranquility of experiencing coffee that takes you to another existence. The design to the right is based on the western Steampunk style. The rustic and mechanical elements found in Steampunk create a modern appeal for hipster blends of style. Each board was designed using Photoshop and Adobe InDesign.
The initial step of this brand design campaign began with the development of the static mood board. The concept for Launchpad Cafe is the 1920's robust era with high-class societies and elegant designs. The Launchpad Cafe promotes the essence of sophistication, elegance, and education. As a college town, Seattle, Washington is a booming community filled with modern ideals but thirsting for the chic uniqueness of an era rich and prosperous. The layout of the board was created using Photoshop.
