eoc10: Dream job

Junior Art Director for Evolution Bureau in San Francisco CA

Assistant art directors often have graphic design and artistic responsibilities as well as coordination and managerial duties. They sometimes are referred to as junior art directors. Depending on the wishes of the individual art directors, assistant art directors might perform duties that are very similar to those of their bosses, or they might work in role that are more supportive.

Behind closed doors we gather, a brotherhood of storytellers, designers, interactive’ers, innovators, builders, tech-meisters, media gurus, forward thinkers, sideways thinkers and risk-takers. We cross borders and oceans to bring you the best talent, all handpicked and all with a hidden agenda, to make your message and your brand the utmost memorable. We’ll do it by starting the finest of conversations, breaking the best of rules and inspiring naysayers to participate, co-create and pass along. And behind all the digital tools, social currency, and viral talk, we’ll be busy committing new believers, fans, evangelists and customers every day.

We are EVB, San Francisco, Boulder and London. Seek refuge in our inner circle. 

Final: Tagline

My tagline would have to stand for what I believe in and who I am so my tagline is "As an illustrator I love to put emotion and a story on a page but as an advertiser I love to make that emotion and the story come to life." these are my words and they are something I live by. My tagline represents me and all that I have to offer and all that I am. No one ever put money down for something they know nothing about and that’s what an ad does it gives you info and shows you what it looks like and what you could look like in it, with it or wearing it. In the ad world all you have is your self to promote and in the ad world that’s all you need. Your name and reputation will always follow you because the ad world is a surprisingly small place. I will always devote my life to my work because my work is an extension of me and of who I am and what I represent. I stand for honesty, equality, kindness, compassion, treating people the way you want to be treated, and helping those in need.“Strategy cannot be developed in isolation from the creative, and the creative without a strategy will not work in the long term; this poses a different way of working for many clients” (page 199)

Final: tag-lines and key talents

“The journey must balance what the brand is trying to achieve with how the customer will connect with the brand and participate at different points – the design team are the ‘scriptwriters’ who can guide them through a journey” (page 169) My tagline would have to stand for what I believe in and who I am so my tagline is "As an illustrator I love to put emotion and a story on a page but as an advertiser I love to make that emotion and the story come to life." these are my words and they are something I live by. I am able to see things differently then others and Im never afraid to push the envelope and try something new. Me and my work are one of the same and I am proud to say so.You have to deliver the finite, the fleeting, the moment and impress upon your clients, employees, colleagues, etc and I believe I have what it takes to do so.I am an artist and genuine about what I feel passionate about.  Im the person that likes to be shoulder deep in my dedication for work. Because I feel so passionate for the work I do, I would never let a single piece of work leave my hands until I knew it couldn't be any better.“With a product brand you can spend 75 per cent of your time, money and energy trying to influence customers and 25 per cent on everything else, while with a service brand you have to spend at least 50 per cent of your time and money influencing your own people. In order to get an effective service brand, people have to be taught to live the brand they work with” (page 193)

Final: statement of your specialty

“The ‘own brand’ also offers a one-stop shop for the customer – if they trust the brand, they can buy all their goods under the same label” (page 147) My specialty is that Im creative, different and very passionate about my work. My creative work will always receive everything in me until it is perfect. I feel that me being different gives me an edge because I am able to see things differently then others and Im never afraid to push the envelope and try something new. I view my work as family as in I will always stand by my work and I will always support it and care deeply for it because its part of me. me and my work are one of the same. The implications for creative business are enormous.  Why?  Because ALL creative business is about the finite, the fleeting, the moment.  You are either creating the idea for the moment, building towards it or actually delivering it for your clients.  Your success is wholly dependent on moving through your process with requisite pressure on each step so that you can move easily and effectively to the next. You have to deliver the finite, the fleeting, the moment and impress upon your clients, employees, colleagues, etc. its value in the very face of infinite flexibility.  Hey, no one said it was going to be easy.  Then again, there is increasingly diminished satisfaction in knowing that you will never miss anything if you do not want to.  So showing the value of the finite, the fleeting, the moment, can and should be its own reward. “Personal branding is part of the greater trend that recognises and focuses on the individual, and encourages the person to take control”(page 149)

Final: Talents and top five

“Brands will use clever communications, rather than their identity, to express their character because people are more interested in the brand’s attitude and impression”(page 136) If I was to lay out what talents I thought possessed the list would contain talents like juggling but since this is a view of my talents in the professional word I would say that the one and only talent that would mean anything in the world of advertising would be that Im artist and genuine about what I feel passionate about.  Im the person that likes to be shoulder deep in my dedication for work. Because I feel so passionate for the work I do, I would never let a single piece of work leave my hands until I knew it couldn't be any better. “Simplicity is wisdom. Wisdom is simplicity”(page 132) Im the person who has actually experienced Stendhal Syndrome where one becomes completely overwhelmed with the beauty of a piece of work that you feel light headed and start to cry. Its something Im not ashamed of because its what separates me from other people, and I feel that it gives me an edge. “Brands will aim to take the dullness out of life’s administration: banks will have coffee bars and supermarket shopping will become fun”(page 137)

Final: Talents

Do you ever feel like your hand just won’t seem to do what your brain is telling it to? It wasn’t so long ago that I can remember being frustrated with almost anything that I wanted to draw because of that exact problem – I just couldn’t seem to get the pencil to move the way that I wanted it to. I have herd though exact words come from so many people. Well I can remember those kids in school I never had a problem with that brain to hand connection I was the kid in school who had other kids asking me to draw something for them. I never had a problem with doing it ether because it talent made me feel special and different from everyone else. I had a talent that not many have and that is still a huge motivator for me to always be working on all my different talents from tattooing to oil painting, silk screening and my skills with Illustrator and Photoshop. "Different writing specialisms require different talents – writing an ad requires different skills to writing a brochure, or developing brand names. Some agencies also have ‘content’ teams, which work closely with information architects to map the content of websites. One of the key roles of a writer is to help develop the narrative behind the brand – that is, the story of the journey the customer in contact with the brand takes. This area of writing and scripting is becoming more common in business."(page 203)

Final: Passions

"We wanted to foster a perception that we were more relevant and contemporary than perhaps some people thought we were. We are an ‘iconic’ brand and that means we need to work especially hard at proving relevancy and a contemporary attitude." (page 67) Ever since I was a kid I have always had a passion for the arts, it never really mattered what type of art form it was because I have a special place for all of them whether its spoken word or a beautiful sculpture. I can appreciate all forms for art. Through my years of being an active artist I have dabbled in everything from silk-screening to wood burning. But my one true passion will always be illustrating, whether its with charcoal or ink, it has always been the one think I could count on to get my point across. When I first started going to school I always thought I was going to be an illustrator. But when I started taking classes it quickly became apparent that I really couldn't stand being told what I could and couldn't draw. My work is very personal to me and it was my way out of reality or when it wasn't a way out of reality it was my way of working though problem and solving them. So I started trying other things and very thing and I happened to stumble upon advertising and thank god I did. Advertising gave me a way to still be personal but I still get to be impartial to what Im creating. "People do great creative work where they have supreme confidence and pressure of deadlines, but ideas can be killed off and watered down." (page 121)

Final: Core values

My core values are very personal to me and they hold a lot of meaning to me because I am my values. I do my very best to live by my values every day. Now because I'm a very straight forward person i have no problem listing them out so that there is no beating around the bush. I want to be clear and here are the values that I stand for. I stand for honesty, equality, kindness, compassion, treating people the way you want to be treated, and helping those in need. Those are values. That's what I stand for. I live by my own word everyday. I am very proud of the values I hold and try to pass them on to others as much as I can. As for my values inside of the work place I feel the ones that I posses are a strong work ethic, dependability and responsibility, possess a positive attitude, adaptability, honesty and integrity, self – motivated, motivated to grow and learn, strong self – confidence, professionalism and above all loyalty. "Brand building starts with a clear set of rules – a brand must define its positioning (where it sits in the market) and offer a clear proposition (how it presents itself) to its audience. This is supported by brandvalues that form the backbone of the character and behaviour of the brand."(page 73) 

Final: Primary "product"

My name is Shelby Kranz I am an illustrator with a passion for advertising. As an illustrator I love to put emotion and a story on a page but I found myself getting frustrated because there were never enough mediums to express how I felt about what I was drawing. That’s when I found advertising. Advertising is what some see as wasted time on the T.V or a pop up on their computer. I see it as a way to get to know people and tap in to their emotions and make them feel or see things in a different way. Getting to push a product to a certain age group or class intrigues me and satisfies my needs to always be learning something new. Coming to the Art Institute I hope to advance my skills and learn the ins and outs of my trait. In Advertising I can put music, a story and a message in to 3 minutes and change someone’s life forever. No one ever put money down for something they know nothing about and that’s what an ad does it gives you info and shows you what it looks like and what you could look like in it, with it or wearing it. "By the 1950s, brands were becoming common, helped by an economic boom and the advent of televisionadvertising."(page 2) 

In the ad world all you have is your self to promote and in the ad world thats all you need. your name and reputation will always follow you because the ad world is a surprisingly small place. "A clothing brand will have one tone for its adult range, compared to the kid’s range. Brands change tone when they want to attract a new market. HP and BMW have always had a strong business bias, but both brands have cleverly adapted a new tone through associations with the creative industry and noticeable, creative advertising." (page 86)

eoc 8: subliminal advertising

Some my call it a trick and some say its not fair but i call it good design. being in advertising i never really understood  when someone said that well designed ads were unfair, because if what i designed was in fact a subliminal ad then its something that wouldn't be seen by the normal viewer. Subliminal advertising placing fleeting or hidden images in commercial content in the hopes that viewers will process them unconsciously doesn't work. Recent research suggests that consumers do sometimes respond non-consciously to cues they aren't consciously aware are there. Nonetheless, people remain fascinated by allegedly subliminal messages in ads -- even though if something is truly subliminal you shouldn't be able to identify it, by definition. Most "subliminal" ads are happy accidents, or people seeing what they want to see. But some appear to be deliberate, or at least too good to be true.Subliminal advertising--hidden messages embedded in ads--is considered a deceptive business practice by the Federal Trade Commission. Yet a legal kind of "subliminal" persuasion happens every day. Shoppers are regularly encouraged to buy by appeals to their senses or unconscious assumptions. I recently carried out a series of research experiments to uncover the ways advertisers burrow beneath our rational minds to get us to pull out our wallets. Here are five techniques used to mess with our minds that you should know about. 

eoc week 7: pest

PEST is a technique that will prepare you for how to launch your product to its target market .

boc 7: largest retailers

so when it comes to all retailers the big number one of them is of course Wal-Mart. but you maybe wondering what are some of the other big retailers in different industries such as for food, closes and hardware. well i did some research and this is what i came up with, along with wal mart another huge brand is krogers. krogers is a umbrella corporation that has food 4 less, ralphs,smiths,quick stop and many many others. i found that the biggest store brand for hard wear is home depot. The U.S. companies ranked on this world’s largest list vary somewhat from the annual Fortune 500 list, which is generally focused on publicly traded U.S. retail companies. Included in this global ranking are privately-held companies, as well as government retail operations. Also, the 2013 Global Powers of Retailing report is based on 2011 revenue figures, so it lags behind the 2012 Retail Fortune 500 rankings. What the annual Global Powers reports do provide, however, is a global ranking number which provides comparative perspective on retailing's trend towards globally. While the global ranking of the largest U.S. retail chains remains relatively unchanged from year to year, there was an atypical number of shifts, and dramatic moves both up and down the global retailing ranks on the 2013 largest U.S. retailers list. 

eco 6: melons

When people go to the store to pick up there summer time melons they never really worry about wether or not its contaminated or not.i was always under the impression that you didn't have to wash you melon because you only eat the inside but apparently you have to.  Recently the Centers for Disease Control and Prevention late Wednesday identified Chamberlain Farms as a source of the outbreak, which has led to 62 hospitalizations and two deaths.Shelly Burgess, an FDA spokeswoman, said Thursday that the investigation is still in its early stages and that it is too early to say whether all the contaminated fruit could be traced back to the farm.Tim Chamberlain, who runs the 100-acre Chamberlain Farms, said it stopped producing and distributing cantaloupe on Aug. 16, when the FDA alerted him that the fruit could be tainted. so the article also quoted the manager of the farm stated that they have completely stopped production and are doing further investigation to insure that this never happens again."I think once a farm is identified they have an uphill climb ahead of them because there most likely be a lot of personal injury claims against them that they will need cash flow to settle. They're also going to have trouble marketing their produce,"

BOC 6: tylenol scare 1982

Some company’s fall apart after having there product being a cussed of killing not only one person but 8. So after Tylenol s product was accused of killing 8 people why didn’t they collapse. Well the answer is simple Tylenol was not going to lose there brand so they set out to do every thing in there power to fix it.  Following one of our guidelines of protecting people first and property second, McNeil Consumer Products, a subsidiary of Johnson & Johnson, conducted an immediate product recall from the entire country which amounted to about 31 million bottles and a loss of more than $100 million dollars. Additionally, they halted all advertisement for the product. Although Johnson & Johnson knew they were not responsible for the tampering of the product, they assumed responsibility by ensuring public safety first and recalled all of their capsules from the market. In fact, in February of 1986, when a woman was reported dead from cyanide poisoning in Tylenol capsules, Johnson & Johnson permanently removed all of the capsules from the market.so buy showing people how dedicated they were to helping people and how sorry they eventually shook the stigma and recovered. “Tylenol is one of thousands of companies who have faced a crisis that can be destructive to its company if not handled properly. In 1999, 17 years later, when Coca-Cola was faced with a crisis of its own, Nick Purdom of PR Week wrote that "the PR industry has an important role to play in helping companies identify and manage risks that could damage their reputation." 
While Tylenol succeeded in managing its crisis, the Exxon case was not as successful.” http://iml.jou.ufl.edu/projects/fall02/susi/tylenol.htm

EOC 5: Trend Predicting

speaking as someone who isn't particularly fashion forward its hard for me to understand way someone would pay 800 dollars for a pair of shoes only to wear them for or until the next season and then go and buy another pair of 800 dollar shoes, it seems crazy to me but what seems crazy to me means billions to others. yes, I'm talking about fashion. here in Las Vegas fashion has taken a whole new meaning. Las Vegas has quickly turned them selves into a very big, very successful fashion destination. now i know this seems crazy considering that very little made products come from Nevada but its because of big conferences like Magic that will be in town next week that have made Vegas a huge trading post. Trend Analysis is the practice of collecting information and attempting to spot a pattern, or trend, in the information. In some fields of study, the term "trend analysis" has more formally defined meanings.

Although trend analysis is often used to predict future events, it could be used to estimate uncertain events in the past, such as how many ancient kings probably ruled between two dates, based on data such as the average years which other known kings reigned. In , trend analysis often refers to techniques for extracting an underlying pattern of behaviour in a  which would otherwise be partly or nearly completely hidden by A simple description of these techniques is which can be undertaken within a formal.

EOC 4: Super Size Me

Super Size Me is a 2004 American documentary film directed by and starring Morgan Spurlock, an American independent filmmaker. Spurlock's film follows a 30-day period from February 1 to March 2, 2003 during which he ate only McDonald's food and if asked if he wanted to super size his meal he had to do so. through out the film the effects to eating all the fast food start to show and take hold. so if you have seen this movie your pronely wonder how McDonalds handled this news well his is what they did. 

The burger giant said it has begun phasing out Supersize fries and drinks in its more than 13,000 U.S. restaurants and will stop selling them altogether by year’s end, except in promotionsRichard Adams, a former McDonald’s franchising executive and now an independent consultant for franchisees, said health concerns no doubt factored into the decision. But he said the company has been promising to clear up some of the “clutter” on its menu since adding a slew of new products in the late 1990s when domestic sales were flat. “The reason for reducing the number of fry sizes is to simplify operations and enhance our ability to deliver better service to our guests,” the memo said, adding 

that the 7-ounce carton “will be eliminated as part of our healthy lifestyle initiative.”

EOC 3: RollingStone

Rolling stone magazine has been making big news lately with their new cover picture of Tsarnaev. This has started a lot of controversy surrounding the epic magazine brand.  So for me this sparked an interest in knowing about who this epic brand is."Rolling Stone was founded in San Francisco in 1967 by Jann Wenner, who is still editor and publisher, and music critic Ralph J. Gleason." Rolling stone is a U.S based magazine that is devoted to new and old music that will last through the ages. Along with there devotion to music the also like to publish things on upcoming politics and pop culture. Rolling Stone magazine got its name from the song Muddy Waters sang called, Rollin Stone created in 1950. The magazine was created in 1967 and was originally created for the hippie culture back in the 1960s. Many believe that Rolling Stone got their name from the band, which is not true. The band and the popular magazine; as you know got the name form the same song.

Today Rolling Stone magazine is aimed at the younger demographic that actually likes to read long articles about todays top pop culture as well as politics and new music.  Rolling Stone has taken a different demographic on what stories to publish as well as when to publish them. Most of the bigger stories that they publish come out after everyone else has had a chance to say what they wanted to say about the story that’s when Rolling Stone says what they what to say in detail apposed to other articles that only give you a small view of what happened.  

EOC 2: John Varvatos

John Varvatos is a designer who has made him self very well known in the fashion world. He has a self-labeled line but also has worked with other designers to come up with other smaller lines and designs. I would say (as well as others) that one of his biggest straights that he is an incredible designer and has a vision all his own. His style of clothing is very popular at this moment it takes a lot to look this rugged and expensive all at the same time. But john found a way. From my own point a view I love the style of clothing he creates. He does rugged yet clean better then ant other designer, also his designs say very American hipster. His clothing is in the lower high in value meant for everyday casual ware. The product I absolutely love that he designs is the Converse line that he created."continues to tap johns‘ creativity and we continue to love the level of quality that is produced." The line he created for Converse is so much different then what Converse has out. The line he has is cleaner and more stylish but style does come with a price tag, but if you ask me I would say its worth it."John Varvatos is a Greek American men’s sportswear designer who cut his teeth at Ralph Lauren and Calvin Klein."

EOC 1: My Voice

My name is Shelby I am an illustrator with a passion for advertising. As an illustrator I love to put emotion and a story on a page but I found myself getting frustrated because there were never enough mediums to express how I felt about what I was drawing. That’s when I found advertising. Advertising is what some see as wasted time on the T.V or a pop up on their computer. I see it as a way to get to know people and tap in to their emotions and make them feel or see things in a different way. Getting to push a product to a certain age group or class intrigues me and satisfies my needs to always be learning something new. Coming to the Art Institute I hope to advance my skills and learn the ins and outs of my trait. In Advertising I can put music, a story and a message in to 3 minutes and change someone’s life forever. No one ever put money down for something they know nothing about and that’s what an ad does it gives you info and shows you what it looks like and what you could look like in it, with it or wearing it.