Capstone Project | Graphic Design | Department Head: Joss Parsey

Your client: Britewash laundry powder

In your Graphic Design program, you began to develop the technical and creative skills that are essential for professional graphic design work. This capstone project tests your ability to meet the program standards in a single client project.

Your client Britewash, Inc. needs a full suite of design work to prepare a product debut for its laundry powder product. The company will need a logo, brochure, and a package design, all based on a fully researched and developed concept.

This is a three-stage project. You will present your research and concept for initial feedback, then you will prepare images, colors, and typography based on the concept and submit them for additional feedback. Finally, you will proceed to your final deliverables: a polished logo, brochure, and package design. You are expected to present your final work professionally and write a final presentation that details your thought process and design techniques.

Department head Joss Parsey will provide feedback at each of three stages of the project.

This document is broken up into the following sections. We recommend that you begin by thoroughly reading the entire document. Then as you work on each stage of the project, you can easily jump to a specific section using these links:

STAGE ONE

Project Brief Introduction to the Client: Britewash, Inc. Deliverables Downloads Researching and Conceptualizing Researching Design Concepts and Styles Developing Your Concept Submitting Your Research and Concept

STAGE TWO

Preparing the Design Developing a Color Palette Developing and Editing Images Choosing Typefaces Submitting Your Design Elements

STAGE THREE

Creating Your Final Deliverables Designing the Logo Laying Out the Brochure Creating the Package Design Summarizing and Submitting Your Final Deliverables Writing Your Final Presentation Submitting Your Final Project

Throughout this project, you will find references to Graphic Design standards that you are expected to meet. The project is designed to test your expertise in specific areas of proficiency you have been developing during your program. Your instructor will provide constructive feedback at each stage of the project. After your final presentation, your instructor will comment on the extent to which you have met each standard.

Take a moment to view the slide show below for a visual overview of each standard:

Click to review the program standards tested in this capstone project.

Project Brief
Introduction to the Client: Britewash, Inc.

Britewash is a biodegradable laundry powder that gets clothes clean without any environmental toxins or other harsh chemicals. This brand new product will debut in organic markets around the country this summer and will come packaged in a standard, six-sided cardboard box. Potential customers will be captivated by the product packaging and informed by brochures that will be displayed in organic markets, laundromats, and eco-friendly clothing stores.

Since there are many eco-friendly laundry products on the market, the Britewash team would like to distinguish the product by communicating to younger people, both men and women, in order to develop lifelong customers. This target group may include college students, city dwellers in their first apartments, and first-time homeowners.

After careful review of portfolios and pitches, the client has decided that you're the designer to bring the right creative touch to Britewash. The package, brochure, and any other marketing pieces the company may create for new product, will be tied together with your logo design, color palette, typography, and imagery.

Deliverables

The client expects to see the following deliverables:

	Color palette Contact sheet of images Typeface(s) Logo design Four-page brochure Six-sided package (standard fold-up box) Final presentation

The client has not placed any limitations on budget, colors, or sizes—they are eager to see creative ways of communicating the product to potential customers.

Downloads

The client has supplied three photos for you to use in the brochure and package designs. You are required to use at least two of these, and you are welcome to create and include any number of your own photos or graphics as appropriate.

The images you'll find in the client downloads.

Additionally, full text for the brochure and package are provided. You should not edit the text, but you are expected to manipulate its presentation for appropriate readability, hierarchy, and so on as it applies to each piece.

Download the files here.

Researching and Conceptualizing
Researching Design Concepts and Styles

In this project, the research and preparation of the concept for the client is almost as important as the actual production of artwork. You are expected to spend time researching companies and products in related genres, design trends in those areas, and other design work that may influence the direction of your concept.

You can do some of your research online, but your best research will be at locations where a product like Britewash would be sold. Identify the packages that catch your attention first, notice how eco-friendly and young adult-oriented products are presented, and get your hands on brochures of all kinds. Additionally, look at other products and media that cater to Britewash's audience and determine what design elements, colors, and typefaces are most effective.

Developing Your Concept

Your research should influence the direction of your design in terms of style, color, attitude, and approach, but the concept should be all your own. Consider this unique product's audience and goals to help find a direction for your concept. 

Use brainstorming, sketches, tear sheets, mood boards, and any other methods of your choice to form a solid design message that you can later translate into the required deliverables for the client.

Submitting Your Research and Concept

Before you continue on to preparing the design, you are expected to present your research and concept to your department head for feedback.

How to Post

In the Stage One Drop box, briefly explain how you feel your concept will help communicate the attitude of the product and how you plan to implement the concept on the various design pieces required by the client. Include your mood board, sketch, or other rough visual demonstration of your concept. Additionally, name at least five of your research items (companies, Web sites, and so on) and briefly describe how these influenced your concept.

While waiting for feedback, you can begin pulling together items for the next stage of the project, such as colors and typefaces.

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Preparing the Design
Developing a Color Palette

To further develop your concept, you'll need to create a color palette that will be woven throughout the design pieces. Use your research, as well as your color theory skills, to come up with the right scheme for your concept.

Demonstrate this color palette in a JPEG file with swatches of each main color in the scheme. You may also include some variations of the main swatches if applicable to your concept.

Name your file 1_colorpalette.jpg.

This project deliverable tests your ability to meet the following standard:

Color

You will develop distinctive color palettes based on the principles of color harmony. Your work will exhibit a sophisticated use of color and contrast, the ability to research colors and make choices that are appropriate for each client and project.

Developing and Editing Images

The client has provided three photos that you may use in the brochure and package designs. It is up to you, the designer, to decide which images are suitable for your concept, and to edit them for use. This may involve color correction, retouching, silhouetting, collage, or other techniques depending on your concept.

Additionally, you may choose to source and/or create and develop additional images for the design pieces that are not part of the client's initial set. These may be vector illustrations, photographs, or other visuals.

Create a contact sheet (in either JPEG or PDF format) that clearly presents the edited versions of the images you have decided to use for your project. Name your contact sheet 2_contactsheet.jpg or 2_contactsheet.pdf.

This project deliverable tests your ability to meet the following standard:

Digital Imaging

Your work will demonstrate entry-level professional Photo shop skills and effective decisions in selecting and editing images. You will be able to improve images for professional publication by retouching and correction, and create realistic or imaginative images by com positing or collage.

Choosing Typefaces

The typeface(s) you use for your logo, brochure, and package design should be presented in a single JPEG file named 3_typesamples.jpg. Be sure to include the variations of the typeface(s) you plan to use, and illustrate your intended usage for each.  For example, "Helvetica Bold 18pt – Brochure Headlines." Your type sample should show a block of body text for a brochure or package. Finally, it is recommended that you present some initial concepts for your logo design, for example, three logo concepts in black and white.

This project deliverable tests your ability to meet the following standard:

Typography

You will be able to research and select appropriate typefaces and design typography to support the branding or communication goal of a particular client or project. You will demonstrate the ability to organize text into a clear, readable information hierarchy in page layouts while using display type for impact and expression.

Submitting Your Design Elements

Before you continue on to the final deliverables, you are expected to present your design elements to your department head for feedback.

How to Post

In the Stage Two Drop box, include your color palette, contact sheet, and typeface files. Briefly describe how you feel these best work for your concept, and how your choices have evolved from research and feedback. Additionally, it is recommended that you include some initial thoughts on the logo design, for example, three logo concepts in black and white.

While waiting for feedback, you can begin preparation for your final deliverables, such as building the templates for your brochure and package.

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Creating Your Final Deliverables
Designing the Logo

The client requires a logo design that can be used in the brochure and package design and may be used in other applications in the future, such as business cards, Web sites, and billboards. 

Your design must be created in Illustrator, entirely with vector artwork, and include an icon design as well as typography. The logo is expected to reflect your research, your overall design concept, your color scheme, and your type choices. It is recommended that you present the logo in grayscale as well as color.

Save a JPEG or GIF version of your logo named 4_logodesign.jpg or 4_logodesign.gif.

This project deliverable tests your ability to meet the following standards:

Vector Art

You will develop entry-level professional skills in creating vector art illustrations in Illustrator, using shape drawing and freehand drawing tools, Pen tool, type tools, and basic effects. You will be able to create simple, stylized logos, icons, and illustrations for effective visual communication.

Logo Design

You will be able to use a professional, iterative design process to develop a logo design that meets client goals. You are able to apply an understanding of branding and typography to create simple, graphically appealing logo/identity designs.

Laying Out the Brochure

The client requires a four-page brochure that presents the product to potential customers. This brochure would be found in organic markets, laundromats, and eco-friendly clothing stores. The layout is expected to present text and images in a logical hierarchy and readable format that will engage the potential customer and communicate effectively.

Your layout must be created in In Design and contain your logo design, the edited images you wish to include, and all of the text supplied by the client.

Save a PDF of your brochure and name it 5_brochure.pdf.

This project deliverable tests your ability to meet the following standards:

Composition

You will be able to create engaging and readable layout designs that blend text and imagery using fundamental design and composition techniques. You can create a professional-quality poster, print ad, or cover design that attracts the eye and guides the viewer through your layout.

Page Layout

You will be able to create consistent, engaging, and readable layouts in In Design for multi-page documents using master pages to control the style and positioning of text and graphics. Your page layout work will demonstrate proficiency in designing information for print publications such as newsletters and brochures.

Creating the Package Design

The client requires a six-sided fold-up carton to package the product. This package will be found on organic market shelves and is expected to stand out amongst competing projects. 

You may use either Photo shop or Illustrator to create the package design which must include your logo design, the edited images you wish to include, and all of the text supplied by the client. You are expected to present a flat design showing all six sides of the box as well as a 3D version. These should be presented in a single JPEG file named 6_package.jpg.

This project deliverable tests your ability to meet the following standard:

Graphic Design

Your work will exhibit professional competence in various print design genres including poster design, logo/branding design, magazine layouts, cover design, and packaging. Your design work will show evidence of in-depth research in order to produce a striking, memorable, and creative solution.

Summarizing and Submitting Your Final Deliverables
Writing Your Your Presentation

You are expected to write a 1-2 page (approximately 500 words) professional presentation to accompany your visuals. This piece should clearly and completely describe your entire creative process and the choices you made. Your presentation should be directed at the client.

Use the following outline to guide your written presentation:

	1. Abstract An overview of the project with an explanation of how your work solves the design challenge. 2. Approach to research and deliverables A comprehensive description of your work at each phase of the project. Explain your creative choices, the techniques you used, and how each deliverable evolved from your research and initial concept. Be sure to cover each of the following: a. Research (include reference list) b. Concept c. Color palette d. Typography e. Imaging f. Logo g. Brochure h. Package 3. Feedback and critique A description of the feedback you received at each stage and an account of how the feedback figured into subsequent work in the project. 4. Project achievements A description of how each final deliverable will positively impact the client's current and future goals. Be sure to cover each of the following: a. Logo b. Brochure c. Package

Save your written presentation as a PDF file named 7_presentation.

Submitting Your Final Project

To complete your capstone project, you are expected to provide all final project files including your professionally written presentation.

How to Post

Compile all of your files into a single ZIP file to upload to the Stage Three Drop box. You should have a total of seven files: color palette, contact sheet, typefaces, logo, brochure, package, and written presentation.

Note that your initial design deliverables, such as the color palette, may have changed after you received feedback—be sure to include the latest versions of all files.

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