The Project

Developing from a local society to an international online society, EYES needs to maintain certain values while promoting others. I proposed a plan of action, which I called “The Stratagem” and included the following:
1. Positioning as a brand
2. New Naming
3. Re-structure web-page, and communication strategy
4. New Branding to help possibilitate growth.
5. Application of new branding across all mediums

The New Logo

EYES is an international society with different chapters. It is growing rapidly and needed a brand which would grow with it.

T-Shirts

Soft Book*

EYES mock up book

Presentation Applications

4Proposals

I have almost made up my mind, but I'd reaaally appreciate it if you could tell me which one (at first glance) seems the most appropriate for you. Thanx!

Construction Work

See how this wall finishes at the end of the week...!!

POD for Final Year Sow

Graphisms

EYES Map2

EYES platform, the world!

Set Backs..

I read this book at the beginning
of the year, and since then i've referenced back to it quite alot,
it is so full of truths!

A must for all designers..!

Specially relevant the chapter on clients, "How to spot a time waster."

First Contact with Video Conferencing

Only way of showing each others sketches...

Instances of the Logo

Imagery for the spirit of the Project

Imagery has to comply with the values behind the society, evoking inspiration. Portraying people that have excelled, thought out of the box and persued their dreams. The images have to appeal to our sense of adventurism, the eternal interest for the farther away; flying and the first reaching to the moon are great examples of all this. These layouts are to be revised, and an incorporation of a quote, on the subject of entrpreneurs or leaders, is going to accompany the image.

Typology of the Logo Symbol

Exploring the forms, and a study of ways of animating.

Snail Logo

Snails logo comes from the idea that the circle in the middle is an EYES member. That member is enveloped by EYES and the 3 swoosh's are the 3principal values behind the society: inspire, create, excel. The symbol also has hidden the form of the world and the swooshes make the world turn. However the most obvious of its similarities with the brand is the use of the low cap 'e' which represents 'emerging' 'entrepreneurs' which is really all the society is about. Keeping the 'e' low cap wants to imply these are young people involved.

I can see this one moving on the web and interacting with all types of images, so I guess though it's not finished and hasn't been approved, in my opinion, here we have a winner!!

Umbrella Variations

The story behind this logo fits perfectly with the society. The use of low caps is intentional to relate to young people. The umbrella is the society which acts as such for them towards the outside business world, and the society has a strictly "clicking" policy when admitting new candidates, so the almost merging of the two ee's works in that dimension. Colour-wise, keeping the green, but playing around with non-flat colours to maintain a 3d feel. It may not be the definitive, but it's almost there.... Only problem with this one is that it has a static feel to it. That might change though... and I still have another one in the hat which could work.

Umbrella Logo

ABC for the stratagem.

EYES Map

Brand Analysis (part of book that goes at the end)

I have problems naming... i'm trying to give the parts a nice title so people will be more inclined to read it. However with this first part it's quite difficult. It's the boring part of investigating the brand in its environment, identifying strengths and weaknesses, and how it stands as opposed to similar ones. Where the game starts, with the Branding, I intend to use a story-telling methodology.

Computer Versions

Working on Branding

I'm still working on branding, and at the same on gathering together all the parts to my project. These are crops of the last sketches I've done, computer versions are on their way.

Translation to the Post Underneath

"This this the logo that I had done previous to the one underneath, and I wasn't happy with it. It runs along the lines of what you wanted (refering to the client)... what you want is a coca cola brand and your brand is not equiped to support that. I propose something much simpler, yet wittier. No floweries, no crazy animations. Visual game, with an enduring visual impact. The logo underneathb (refering to the one underneath the one just below) is not finished and it has a long way to go, but its the start of something that can last."
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I have to add that he ended up giving me the benefit of the doubt. He doesn't want me to leave him out of the progress and understood this is my fmp. He has given me alot of his time; giving me all the necessary things to complete this project accordingly.

The Brand II

Es el logo que habia hecho previo al de debajo, y no me quedé nada contenta. Seguia por la linea de lo que habiamos hablado... tu lo que quieres es una marca coca cola y tu marca no esta preparada para sostenerlo. Yo propongo algo mas sencillo pero a la vez mas intelligente. Para la vista entrenada. Nada de floriponcios ni animaciones raras. Juego visual, a la antigua si quieres, pero mucho mas duradera para cualquier vista. El logo de debajo no esta acabado y le queda bastante, pero es el comienzo de algo que puede perdurar.

The Brand

What the logo has to evoke:
1. Young, Ambitious future Leaders
2. Platform for Interaction & Umbrella towards the outside world.
3. Members that Click (soc. for like-minded/spirited people).

Print & Screen Coated Pantones

2hrs // 3 People Conference Call

1st time but definately not the last. We didn't use the video option. I was terribly nervous at the beginning but everything went fine. Its funny how two people (both my clients) can have such different opinions on the same thing. I absorbed both opinions and decided: I'm the expert!

Two things very useful from the call: they are using in their logo a licenced typeface which they are not paying for, and people often go up to them to ask them about their 'green' environmentalist group.

The Issue of Complexity

With 3weeks to go this project only seems to go uphill, yesterday's meeting complicated things for me just A BIT more....

And the Winners Are....

after popular acclamation LOGOS + DESCRIPTION OF REASONING + NUMBERING, so any comments can be addressed accordingly.

Winners Go on to > the Next Stage

Its nice to be feeling like a designer again... I was starting to get worried with the lack of creativity in this project. I have two problems in mind: illustrating INSPIRE, CREATE, EXCEL. And transmitting in the logo that this society is about ambitious, intelligent, leaders, without loosing the HUMAN factor in it. Meeting this noon...

Big Day Tomorrow... 1st Meeting with EYES

Up until now it's all been over the phone and on internet (a few comments on the blog, and emails). I'm not sure what I should start with. He is arriving 11'ish and meeting's 12noon: Liverpool St.

On Friday we're having a conference call to discuss QUESTIONS aroused, with the IT manager (person in charge of all WEB issues in the society) and maybe also the General Director of EYES... (scaryyy)

I think the best way to proceed is to have the schematic representation of my ideas, in a diagramatic way with straight forward statements of what I want to change & taster of logo's paths that have been created. By now I know my reasoning by memory so it shouldn't be difficult to back up any decisions.

With feedback, I will be better capable of moving forwards.

Dreary Start

Its a dreary start but I need to get a clear view of what elements are going to go on each page to proceed on creating a template that can work throughout. This is only the page in WEB1, or guests web. With the template, I want to integrate very smooth animations that will make the page much more dynamic.

I am using similar templates in guests&members WEBS, but the design in the members pages will evoke a warmer feeling of belonging. I want to have a strong grid behind all that is done because it's what will give consistency in the pages with alot of information. This grid hopefully will work in all print work too.

I have to decide on a type to use in the web page and all the print applications (powerpoint, word, etc.). This (or these) type has to be free and easily accessed for any computer, whilst working well on screen and type.

By the end of this week I intend on having quite a lot decided and done. Time is really running!!!!!!!!

Statistics!!

Just as I thought things couldn't get more complicated I received a bunch of statics for the current web-page. I have actually been waiting for these for some time now because its the only thing missing for me to really understand how the web page is used. But these graphs are difficult to understand and there are many I'm not sure what they're for.

Others have been very useful; depth of visits (how long a person spend on the page); top exit points!!(where they might get bored...); connection speed (incase I was thinking about doing an over heavy flash presentation); visitor recency; visitor loyalty... even a map from where people connect.

In between the networks used, was The London Institute!! Thats me/us!! I'm probably all of the high points for these statistics in the past month...

I have also realized this is going to be a great way of proving if my changes make a difference. I'll have to go back towards the end of this year, say december, and print out the new statistics.

WEB BASICS

General decison making, which is being further developed to represent specific development objectives. At this stage client input is essential and they haven't gotten back to me with the statistics of the current web page!!!! But I'm not posting eye candy till decisions are taken.

Current Template

Final Outcome

EYES needs a Style or Brand Book, explaining all the uses of the indentity for the brand. However for them it is most useful just to have a pdf style presentation in a digital format and I'm not happy with that being the final outcome for my FMP.

So... I have decided I want to do an extended longer version of a Brand Book which I am going to call "EYES Stratagem" and where all the parts of the project are going to be recollected. In a brand book the changes would not be explained, and I doubt I should go into details of what I changed... I'm a bit stuck... don't want to go into writing a diary of EYES makeover, but I would like to explain my reasoning behind for example the use of certain animation in the web page, or the programation needed to get the notice boards to change, or where those notice boards should go in the web.



I have still to write out the exact chapters to the book but I'm going to have a similar problem with that of the creamfields book, there are various sections to the branding, and for the book to be functional (in an ideal world where the client would use it physically) the different sections should be able to be taken apart.

BRANDING

COMMUNICATION STRATEGY

SAMPLE IMAGES APPLIED TO WEB PAGE

Initial Brand Id's

My initial, very rough trials to not alter the original logo and yet convey some of the values intended to communicate. I got a bit carried away with some of them, but I'm back on track and have the sonar logo as a reference. I will continue from the one which is underlined. Clients have asked not to change logo, but welcome proposals... and "extremely important to consider that any proposed initiative requires minimal workload to implement".


We are looking towards having a customizable brand. The brand has 2 chapters to it; Americas and Europe; and has events which will take part in different times of the year. These are examples of customizable brands. Elements considered would be from basic forms, dynamic patterns to colours.


This is an example of a great communication strategy!! Communicates wonderfully the brands values.

Identity Research

Narrowing down initial research

Yet another event in LDN

http://www.eflondon.org/conference2007/

London Challenge

http://www.londonentrepreneurschallenge.com/

Progress with Briefing

This is part of the upgrade I have received from the client. I have a mediator in the organization at the moment working to set this brief properly, he initially sent me a brief, we discussed it and set more points to it. Many members of EYES will be receiving this brief and further adding or correcting. The next step is for myself to organize my schedule and set deadlines within the time left.