While taking Graphic Design II at Kent State University, I was assigned to document a new event, journey, or experience through photography and typography in an exploratory visual narrative. The learning objectives included: representing narrative elements, using information to aid in communication, concept development, art direction, and execution.
I chose to attend the 47th Annual Stark County Gem and Mineral Show in Canton, Ohio for my new experience. Prior to attending the event , I conducted extensive research to learn more about what gem and mineral shows entail. I learned that they exist throughout the United States and occur year-round. I also discovered that during the shows, which usually last two days, there are many various aspects to the show such as a silent auction every 15 minutes, displays, lapidary supplies, rock and gem supplies, kids games, fluorescent mineral display that glows in the dark, demonstrations, rock and mineral specimens, jewelry makers, national dealers and vendors, gemstones, and education and information for everyone. The gemstone displays and collections particularly caught my eye as I was making my way to the different vendors. I happened to stay a little longer and talk with a gemstone vendor. He has been in the gemstone business for 14 years and travels to various gem and mineral shows throughout the United States to sell his gems to consumers or other vendors. He knows a lot about a variety of gemstones, and I was sure to ask him questions.
After speaking with him, I started thinking about who would be interested in his precious gems, and couples immediately came to my mind. I started brainstorming further, and I came up with the idea that couples hoping to be engaged in the near future could attend this event and pick out gems for their wedding rings here. This would not only save them money, but would create a unique experience from a traditional process. I started considering who would be included within my target market for such an opportunity, and I decided to include couples looking for customized, affordable wedding rings. I thought of naming my new jewelry company "perfect knot" and started designing collaterol pieces to accompany the idea.
_____________________________________________________________________________________
Logo
When considering typefaces and color palettes that would be successful for my company, I came across Optima Regular. I felt as though this typeface served a distinct purpose in my design pieces of having effective contrast, but still remained more casual that many other of my competitor’s type treatment. I also discovered Sofia Regular, which lended itself perfectly to my “knot” language that I was developing. Furthermore, I considered a natural color palette as to directly communicate the natural gems and minerals available to the couples. I also chose this color palette because it is unique for the jewelry industry and suggests that my company is more fun rather than expensive and intricate.
Catalog
I first developed a catalog for the perfect knot. It highlights the easy four step process of customization of an engagement ring, the partnerships of gem and mineral shows, and matching couples across the United States with a local jeweler.
After reaching step four in the catalog, I had to solve the problem of portraying the large gem selection in such a small space without creating a distraction from the rest of my design style that I had established in the catalog up until this point. I decided to create cards that would pull out of a pouch. My logic here was to allow the consumers to take their favorite cards along to the gem and mineral show in order to already have a base
to show their jeweler. This way, the process will become even more concise and simple. When considering the content that I wanted to convey on the cards, I researched what colors portray about a relationship. I therefore included this information on the front of the card.
Advertisement, Invitation, Business Cards, and Ring Box
After further researching my intended target market, I determined that I needed to increase the brand awareness of my new jewelery company as to effectively reach this new niche market. I created an advertisement that will be featured in Save Money Magazine, Real Simple, and Shop Smart as all three magazines are purchased by a younger demographic that lead a simple lifestyle and often look for ways to save money.
The invitation will be mailed to consumers who have completed steps one, two, and three of the perfect knot customization process. It will invite the consumer to join their jeweler at an upcoming gem and mineral show, local to the couples’ hometown. This will be arranged through the website. The invitation encourages the couple to contact the jeweler with any questions before attending the show as to ensure satisfaction.
The business cards will be available at perfect knot retail stores around the country and will include contact information of sales associates, jewelers, managers, and owners of each store. Consumers are encouraged to contact with any questions!
I created a ring box for the final ring to be presented in. After the couple completes the four step process, the ring will either be mailed or the couple can choose to pick up the ring in a local perfect knot retail store.
Retail Store
In order to effectively convey how my brand will be applied in a perfect knot retail store, I decided to implement my brand over top of standard retail store imagery. I chose to have a frosted glass look as to convey the elegance of my brand, but also included pops of my diamond pattern to portray how fun the customization process is. This store truly stands out from other jewelery store competitors, and serves as an eye-catching destination for consumers. The store will be featured in malls around the United States.
Website
After developing my printed pieces, I created a website for the consumers to be able to use to customize an engagement ring. This will be the main source of sales for the perfect knot as this is the most popular choice by my target market.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
