ClearView Commercial

Final Commercial for ClearView Wipers
"one easy swipe for a clear view"

Commercial Evaluations

Commercial 1
The visual style of the commercial is the use of animation of hamsters and fighter machines.  The tone of the commercial when viewed for the first time is happy, funny, cute, and upbeat.  The product being displayed is the Kia Soul 2012.  The commercial is directed towards young adults, males and females ages 18-25.  Drivers who are concerned about the economic condition today and how their car performs and how well the mileage is on gas.  The ‘problem’ the product is solving is an upgraded version of their older model of the car, “a new way to roll.”  The car delivers more power and better fuel efficiency than ever before.  There is no narrator in this commercial.  The commercial is successful in grabbing and keeping the audience’s attention throughout the entire commercial.  I did not feel bored or distracted while watching it because the audience is familiar with the song as well as laughing at the animations being used.  

Commercial 2 
The Axe commercial’s visual style uses live action.  The commercial portrays a funny tone as well as a woman showing how much she enjoys the smell of Axe.  The product being sold is Axe body spray.  The commercial is directed toward teenagers, both males and females looking to smell fresh and feel good about themselves.  The females can see this commercial and will think about buying this for their significant other in order for them to smell how the guy in the commercial does.  The ‘problem’ that is being solved is body odor and the commercial shows its added “boom chicka wah wah” effect along with its new fragrance.  The narrator is a voice over towards the end saying how the product has improved.  The commercial is both successful and unsuccessful.  It is successful in that it clearly depicts how well the guy will smell when using the product, however, in reality, a woman will not act like that when smelling the product. 
  

Commercial 3
The visual style of the commercial is live action.  The commercial is educational as well as persuasive where after seeing the effects of the eye shadow; one will want to purchase the product, Almay eye makeup.  The target audience is woman ranging from 16-25 years of age who wear make-up for every day wear, as well as people who need guidance as to how to correctly apply make-up without it looking too heavy on the eyes.  The ‘problem’ the product is solving is creating the smoky eye look.  The product is a do-it-yourself kit that intensifies eye color, and talks you through in how to apply three different colors step by step.  Kate Hudson is a narrator as well as an off screen narrator discussing the steps.  The commercial is successful by using Kate Hudson to sell the product because she is a well-liked actress.  The commercial also shows how to use the product and is not dull at any point of watching it.

Commercial 4
The visual style of this clip is live action.  The tone of this Smirnoff commercial is fun, loud, a good time.  Their target audience is males and females who enjoy great nightlife ages 21-30.  The ‘problem’ being solved is Smirnoff has more fans and wants to obtain more fans by proving it is a higher quality and better taste than more expensive types of vodka.  They have a taste test and everyone chooses Smirnoff over the more expensive type.  The commercial shows all of Smirnoff’s fans dancing, drinking, and enjoying themselves.  There is an off screen narrator.  The commercial is successful in showing how drinking Smirnoff can make people enjoy their night.  The challenge is to obtain more fans.  

 Commercial 5 
The visual style to sell the Orbit gum being used is live action.  The tone used is funny and random.  The target audience is males and females any age who want to have clean, fresh breath.  The ‘problem’ being solved is cleaning up a dirty mouth.  This has two different meanings to it.  One is obvious in showing that chewing Orbit gum will give you fresh breath.  Another meaning is chewing the gum will fix your “dirty” mouth so you do not use swear words and take away your anger.  There are on screen characters as well as an off screen narrator.  The commercial is successful in creating play on words with the use of the word “dirty.”  It shows a funny way of how chewing Orbit gum can affect one positively.     

Brochure

I wanted my logo and slogan to be directly in the front and have my information on a different page in order for the company name to stand out.  I put two pages of testimonials because it is a new company, I wanted many people's opinions of the product.  I have a clear explanation of what my company is selling in three separate paragraphs.  The water droplets add the effect of rain as well as a border for the logo and explanation.  I used blue font for everything, except for the explanation because the product information is the most important part.  

Letterhead

When working on my letterhead, I wanted to do a simple design on the two corners in order for my logo to stand out the most.  I chose the navy blue color for the corner design to match my business card, which in the long run matches my logo.  The two diagonal lines helps separate the contact information, which also goes along with the lines on the business card. 

Business Card

I chose the navy and turquoise font color to resemble the feeling of water.  I wanted the "wave" line to divide part of my card so my logo stands out from everything else.  The slogan is typed on the path of the wave line to show a flowing effect.  I did a gradient effect on the back to spice the card up a little, but not be too dramatic and add it in the front too. 

Business Card Sketches

Questionaire

1) What is your business?

      We make windshield wipers.

2) Describe your business in one sentence

     We make windshield wipers that dry the car in one swipe with no left over residue.

 

3) Who is your target audience?

Drivers. Men and Women. Teenagers. Delivery People.

    Who are your competitors?
       AM Equipment and Rain-X

5) What makes them better/worse than your product/service?

Most windshield wiper companies are made from quality material; however, ClearView provides a windshield wiper that is able to dry any type of windshield in one full swipe. Our biggest competitor is Rain-X because they offer water-repellent technology, but do not clear wind sheild in one swipe. 

6) Do you currently have an identity? (This is more for companies that are already established and you’re just revamping the logo/corporate identity. If you have a new company or product, skip this question.)

         No.

7)  (If your answer to #6 is no, skip this question) What do you like about it and what don’t you like about it?

Why is this important? Even if you plan to change the logo entirely, it’s good to keep an inventory about what specifically worked and didn’t work about your previous design in order to inform the new one.

8) How do you want your image to be seen in two years?

 We want this product to have a well-known, positive feeling and customers be knowledgeable of what the product offers.

Why is this important? We want our product to succeed and one-up all of its competitors. 

9) If your company was an animal, what animal would it be and why?
       Sea star because they can absorb water in any extreme temperature.

10) If your company/brand was a person, who would it be and why?

Mary Anderson because she invented the windshield wiper

11) If your company/brand was an object, what would it be?

 A large, quick absorbing sponge.

12) If your customer was a cartoon character, who would it be?

 SpongeBob because he can soak up water quickly.

Lyrical Collage

Complex Illustration

Relaxation

I relied on the pen tool to create most of my image.  I used the gradient tool to create the light and dark shades of the ocean.  I lowered the transparency to create the shadow of the hammock and palm tree.

Final Logo Design Explanation

  I took the advice of my classmates to keep the C and the V in bold, but also worked off my original sketch to create the two words of the product to enhance the image.  I decided to leave out the windshield wiper because it took away from the simplicity of the logo. I wanted to add the two raindrops (different sizes) in order to emphasize the meaning of my product.  The raindrops are different sizes to show how the windshield wiper would work when using the product.  The dark blue coloring goes along with the theme of water.  I feel this would be a good logo for a business card because even though it is simple, it still gives a person a feel of what is being sold.    

Final Logo Design

Logo Critique

Apple: professional, serious, designed for students and business people, color is perfect due to its simplicity and ease of use for all products

Color use is bold, strong, fun script, easily recognizable, well-known, designed for everyone (no specific target market), immediately think of cold, fresh soda

Recently, this logo makes me think of Jersey Shore and more for people who want to express themselves through crazy designs on t-shirts, has become more well-known, not really directed for young kids; more teens, some of the designs are built off of tattos

If one is true to the brand, this logo is easily recognized on all the products, bold, luxurious, simple design, very appealing to the eyes, made for women and not kid directed, color is noticeable, however, makes me think of summer when the company sells high-end products directed for all seasons

 

When looking at this logo, I think of a small group of friends who act as family all with jobs where they help each other out.  Designed not for kids, but for men and women aging from 18-55.  The bold, lower-case font is easy to read and and very clear in presenting itself.  The color is perfect because black is clear to the point without using a color to express a certain meaning.  I think the star symbolizes how most episodes feature a guest start/celebrity who makes an appearance

Product Ideas

1- water bottle that gets cold after being shook once
2- UV contact lenses--once you step outside a UV protection forms over your lenses but cannot see the dark shade over them
3- windshield wipers that fully clear the front window without leaving a wet spot
4-flower pot w/ automatic hose detecting when the plants need to be watered
5-virtual closet--try-on clothes before making online purchases via internet information 

Intro

Hi! I'm Chelsea Kleinman from New York.  I'm a senior with a marketing major who wants to explore different fields of marketing before settling down into one specific one.  I am not familiar with using any of the programs for this class and am very interested in seeing what I can do in order to benefit my learning of each.