This project involved creating a brand within an existing product category. A brand and advertising campaign for EliteXpressions Sketch+ Premium Sketchbook were designed after research was completed and a target audience was determined.
The project included developing a physical mock-up of a turquoise leather-bound sketchbook with locking closure and tracing paper inserts. The leather-bound sketchbook was hand-crafted. Paper and tracing paper were cut to size, stitched, and bound. Leather was cut, shaped, and glued to the corkboard to provide a firm structure for the cover. Two leather straps were cut, shaped, and screwed to the leather cover. All pieces were then glued together. The unique product features of tracing paper inserts and a locking closure reinforce the company’s commitment to preserving the artist’s work. The tagline “Today’s expressions are tomorrow’s reflections” emphasizes the importance of protecting the artist’s work for future reflection.
Product Packaging
Logo & Secondary Logo
Advertisements
EliteXpressions will begin with a guerilla marketing campaign which will consist of posters placed in art supply stores and artistic communities in larger Canadian cities. A sheet of vellum will be placed over each poster with clear directions for viewers to “lift” the translucent sheet to view the information provided underneath it more clearly. Viewers will understand that this translucent sheet covering the poster protects it just like the tracing paper inserts within EliteXpressions’ SKETCH+ Sketchbook will preserve artwork.
Sketchbook Creation
Brand Guidelines
