Brand Identity for Rapid Creative

This is a branding design I created for my team’s fictional creative firm as a part of a class project for one of my public relations and advertising courses. The entire course is based around creating a campaign plan book for an actual, pre-determined client. Our first assignment was to come up with a name and brand image for our firm. We chose Rapid Creative because “Rapid” ties in with the city in which we operate (Grand Rapids) and suggests forward motion and advancement, which aligns with our mission of enabling our clients to excel. We went with “Creative” because alternatives such as “Public Relations Firm”, “Advertising Agency”, or “Marketing Agency” were too wordy and limited the perceived capabilities of our group to one function or another. We wanted a more ambiguous name that served as a statement that our abilities expand into all of these fields. As the self-appointed creative director, it was my job to design a logo that reflected our brand image.

For the graphic, I went with some muted blues to reflect water which aligns with “Rapid” in the natural sense. Likewise, the circular shape is meant to portray the churning of a rapid, as well as a wheel-like figure that is in motion. From this visual, we derived our slogan “Always moving forward”.

Logo

Business Card Front and Back

Business Card - Front Business Card - Back

Letterhead

Letterhead
Gallery

Versus Gallery of Fine Art – Logo and Ad Design

These designs were created for a class-wide group project in my Art 101 course. The logo is meant to represent a fictional art gallery and was the starting point of the marketing campaign to promote the gallery. I am in the marketing group and our contribution will serve as just one component to the overall project – the creation of an art gallery. Our class chose “Nature Vs. Technology” as theme of our gallery. The name “Versus” was chosen by the Building Design team.

The “V” featured in these designs is an inverted version of the “V”-shaped archway that will serve as an entrance to the gallery – as conceptualized by the Building Design team. In the primary versions of the logo, the design is meant to illustrate the contrast between nature (the leaf-like “V”) and technology (the modern chrome plate with rivets). The “V” is dividing the back plate into two halves, further reinforcing the idea of two separate art styles under one roof.

I also created sample advertisements for the campaign. These ads are very minimalist and pairs very short copy with bright, bold images. The side-by-side images are meant to reflect the “Nature Vs. Technology” by poising two things that possess the same purpose, and yet are shown in completely contrasting contexts. The copy encourages the audience to consider what they believe to be a better reflection of beauty or art, which is essentially the whole idea behind the gallery itself. These ads are meant to evoke curiosity through simplistic ambiguity.

I presented these logos  and advertisements to my class a week ago and received positive feedback.

My resumé evolution

[WARNING: This post is not nearly as funny as the last one.]

Ah the resumé. A single piece of paper that encompasses who you are and what you offer to a potential employer. I’ve had a resumé since my junior year of high school (thanks to a mandatory ‘Planning your future’ course) and over the years, my resume has expanded with my experiences and evolved with my design ability.

A few days ago, I redesigned my resumé. With the advent of Pinterest, I was constantly being bombarded with clever and creative resumé designs and formats. I could no longer take it. My resumé, though adequate, did not reflect my current style (which changes about every 6 months) as an amateur graphic designer. A redesign was in order. So, instead of doing homework, cleaning my house or anything else of truly immediate  importance, I worked through the night and stayed up until 4am redesigning my resumé. All of this was in spite of the fact that I am not currently seeking employment.

My resumé has been important to me ever since I was hired at Grand Valley’s Career Services office at the beginning of my freshman year. This office specializes in all types of career-related services such as helping students find jobs and internships, providing interview coaching and helping build resumé. Of course, I had no idea this was the office’s purpose when I applied, which makes the fact that I was hired all the more miraculous when considering how terrible my first resumé was (so long as I assume they weren’t trying to fill some diversity quota). Anyways, I thought it was appropriate topic for today since my PRSSA chapter is having a resumé workshop at tonight’s meeting. I didn’t know this was coming up when I did my redesign, but I’m grateful that I can show up with a newly revised document.

Okay now time for the resumé evolution. I will warn you right now that some of the resumés you are about to witness aren’t pretty. In fact, I despise them all save for my latest creation. Though, if you think about it, if I loved my first resumé design, there would have been no reason to change it in the first place. Anyways, though I’m constantly editing the content, I’ve only completely changed the design six times. And here we go: (you will need to click on the image to make it bigger. Also, I had to white-out my address so y’all don’t try to stalk me.)

1 Junior Year HS

This is from 2009-ish I believe, created during my junior year of high school. Built from a Microsoft template. I included my typing speed and the fact that I was on my JV soccer team. Who wouldn’t want to hire me, right?

2 End of Fresh

This redesign was from the end of my freshman year at Grand Valley. I used my favorite colors for this design which was created on Photoshop (my first taste of the Adobe Suite). I got a little creative with the inclusion of those wonderfully-random squares in the bottom corner. Also, my experience had expand significantly with my shiny-new jobs at the Lanthorn and Career Services.

3 End of Soph

This one literally makes me wince. Created near the end of my sophomore year, you can tell that I had finally discovered Illustrator and really wanted my resumé to stand out. Clearly, I got my wish. Note the addition of my GrandPR and Campus View positions, which knocked my high school jobs off and into the vortex of irrelevance.

4 End of SophThis one was made a few weeks after the previous one, thank god. Though still riddled with flaws [center alignment, swirly weird symbol thing, obnoxious contact info box, sooo many colors] I was finally starting to embrace all the functions of Illustrator.

5 Start of Jun

This redesign took place at the beginning of my junior year. I was beginning to understand simplicity but, looking at it now, all I see are words, words, words. It kinda looks like a written paper. I do like my little raindrop though. It’s not exactly professional, but it would definitely help people understand how to say my name! Another thing I don’t like is the amount of info I felt was necessary to include.

Present

This is my current resumé. I did away with the bulleted format, added some fun icons and found a way to better illustrate my skills to kind of steer away from seeming to wordy. Also, I’ve added my references…which isn’t usually recommended but honestly I had nothing else to add there. I still need to find time and comb through the content again. A project for another day!

Now I’m off to get this bad boy evaluated. Until next time!

A little story on never giving up.

This is a little anecdote about a small occurrence from this afternoon.

At precisely 3:59pm, my CAP 305 (Sports Promotion) professor emailed our class a message saying he was canceling our 6-8:50pm class that night due to illness. He ended his message with this:

Also, I will provide extra credit to the first student who goes to class and posts a sign on the door that says: “CAP 305 is cancelled 1/29/13 due to illness” and sends me a photo of it to my E-mail.

Since I was already in Lake Superior Hall for another class, I decided to accept the task. Plus, a little extra credit never hurt anyone, right? So I responded with:

I’ll post the sign since I’m here anyway!

Of course, the class I was currently in started at 4pm, so I wouldn’t be able to post the sign until after 5:15pm, but who would show up 45 minutes early to class anyway?? My professor quickly responds with:

Too late! Jordan beat you too it.

Now, I’m not typically and over-achiever, nor am I a teacher’s pet (especially in this class, since I’m not exactly fluent in “sports”….or any type of exercise for that matter). But, for whatever reason, I was a little put off by this “Jordan” character. I mean, clearly he is trying to show up the rest of the class by being the first one to respond. And he’s a guy! He can speak sports – what does he need the extra points for?! I know I should have been paying attention to the class I was in at the moment, but a fire had ignited, deep down in my soul.

Clearly, this Jordan-guy needed to be put in his place…but how?! I had no idea when he planned on hanging the sign, so interception (hey look, a sports term!) was unlikely. I couldn’t leave in the middle of this class just to make a door sign…could I? No. If I was going to do this, it had to be done right. I formulated my simple, yet brilliant plan and emailed my professor this response:

We will see about that…

I waited patiently (and painstakingly) an entire hour for my class to get out, all the while fantasizing about the design of my sign. What fonts should I use? Should it be in color? Maybe I could add some fun images! The sky’s the limit!

Finally, my class let out and I walked/jogged downstairs to the computer lab. I logged in on the Mac, in what was probably a record-time, and opened up Illustrator. While waiting for the program to load, another student sat right next to me. I looked from him, to my monitor, and back to him, wondering if he would think it was strange (or a waste of paper and color ink) to design an elaborate door sign. A part of me wanted him to ask about it so I could share my ambitions. I even toyed with the idea of bringing it up myself by using some quick-witted introduction line like, “Hi I’m Rane. I see you like computers. Me too! Wanna hear a story?” 

I quickly pushed these thoughts aside when I remembered why I was there in the first place. I was on a mission. This was war. Jordan could be standing in front of his sign at this very moment! All smug, waiting for that exclusive pat on the back… The fire in my soul was rekindled and roared with unbridled rage.

Illustrator finally was up and running. File. New. File name: hmmm…Rane’s winning door sign. Size: 8.5×11. Orientation: Landscape. And just a like that, a blank canvas lies before me. Like a newborn child, a blank slate with infinite potential. I glance at the clock. 5:25pm. Jordan was probably high-fiveing himself right now. After taking a photo and sending it to our professor, he probably posted to Facebook, too. “Hey guys. Check out this sign I hand-wrote in pen for my professor. It only took my 2 seconds – isn’t it sweet? I hope my professor personally acknowledges my efforts in front of the whole class next week because it will help me in my struggle for social validation from my peers…YOLO bros!”

I couldn’t let him get away with it. I typed up the sign copy, with a few minor enhancements, and scanned through the fonts for a suitable option. My old friend League Gothic was nowhere to be found, so I went with a different choice. I believe it was meant to resemble bold handwriting with a permanent marker. I went with it on a whim, which was difficult since, for me, choosing a font typically takes anywhere from 10 to 30 minutes. I found this font choice to be slightly ironic, considering I had just finished mocking an imaginary “Jordan” for handwriting his sign, but this realization only boosted my confidence in my final decision.

Bam. Printed. I skip over to the printer in my usual fashion and pick up the crisp, clean document. Step 2: tape. I scan the entire room about three times before determining that this lab simply lacked a key item in any office or classroom’s arsenal. I had no choice: I’d have to improvise. I rush back to my computer and said to the guy/stranger next to: “Heyyy, so, can you make sure no one steals my stuff??” (Referring to my backpack, wallet, keys, Macbook and iPad that were all scattered across the desk…on a mission, remember?). Before he could respond, I was out the door.

About one hallway and one flight of stairs later, I arrived at the classroom door. After catching my breath (it was a long ways!), I look up and, to my amusement, not one, but two signs were hanging to the left of the door frame, one on top of another. I took a moment and inspected the work of my foes.

The first (on the bottom) was a very poorly handwritten sign, in pen, of course. Jordan. Honestly, how hard would it have been to ask around for a marker? At least make bubble letters, for godsakes! After a long wince and an exaggerated shaking of the head, I dropped the top sign to evaluate my newest nemesis. Let’s call him Luke. No. Dave. Luke Skywalker single-handedly saved his name from being used in any negative context. Dave had also opted to take the typed-up route for his sign (kudos to him for remembering that we live in the digital age). However, the positive aspects of his design stop there. Calibri font. Centered. No size variation. No style changes. No witty additions. It was disgraceful. Fortunately, I had in my hands the solution. Only I still needed tape.

As luck would have it, our friend Dave apparently felt that his “masterpiece” required a 10-inch piece of tape, applied vertically, I might add. I ripped off an appropriate 3-inch piece and slapped my beautiful creation right on top of its inferior predecessors.

After a fist-pump, a quick photograph (see below) and a 15-second moment of silence to admire my hard work and bask in all it’s glory, I returned to the lab to begin packing up. The guy I had assigned to watch over my stuff made a comment to the likes of, “Some dude tired to steal your laptop but don’t worry, I fought him off.” …Clever. Of course, my naturally sarcastic instincts took over and I replied “Wow thanks man! I’m surprised he didn’t go for the iPad since it’s smaller…Go big or go home though, I guess.” And there is was. The introduction. This brief exchange was all I needed to start up a conversation. My dashed hopes of sharing my epic tale were suddenly brought back to life. And, after asking “so, do you wanna hear a story?”, share it I did.

Though he found my tale to be more comical than epic, he said he fully supported my decision to take matters into my own hands. Even though others may try to suppress my ambitions and stifle my dreams, I will choose to ignore these naysayers and pursue them anyways. As my mortal enemy Jordan would undoubtedly say, “you only live once”. And I intended on living in a world without fear of bold aspirations or careless sign-making.

I sent my professor this final message:

Three signs later and we’ve found ourselves a winner!
Rane – 1   Classmates – 0

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