AMBER HALL PHOTOGR APHY GR APHIC IDENTIT Y

CAPSTONE FINAL REP ORT

DESIGNER | AIME KELSO

ADVISOR | BOBBI LONG

C ST 401 | SPRING 2017

TABLE OF CONTENTS

CLIENT PROP OSAL

PROJEC T CHANGES

TESTING

E VALUATION

FINAL DELIVER ABLES

CAPSTONE P OSTER

CAPSTONE PRESENTATION

ADVISOR SIGN- OFF

 CLIENT PROP OSAL


Aime Kelso
15233 Jenell St.
Poway, CA 92064
(858)
Aime386-9009
Kelso
akelso@csumb.edu
15233 Jenell St.
Poway, CA 92064
(858) 386-9009
akelso@csumb.edu

October 28, 2016

October 28, 2016

Amber Hall, Owner
Amber Hall Photography
Amber Hall, Owner
9500 East Via de Ventura,
Amber Hall Photography
Scottsdale, AZ 85256
9500 East Via de Ventura,
(406) 281-2611
Scottsdale, AZ 85256
amberw@sandiego.edu
(406) 281-2611
amberw@sandiego.edu
Amber Hall Photography Graphic Identity Proposal

Amber Hall Photography Graphic Identity Proposal

Mrs. Hall,

Mrs. Hall,
I am pleased to submit this proposal for your consideration.

I am pleased to submit this proposal for your consideration.

Overview
Amber Hall, owner of Amber Hall Photography, is in need of professional branding and an
Overview
engaging website to garner business and communicate with clientele. She offers a wide array of
Amber Hall, owner of Amber Hall Photography, is in need of professional branding and an
services from photography, to paintings, prints, and mixed media artwork. Her business is in need
engaging website to garner business and communicate with clientele. She offers a wide array of
of a distinct identity system which showcases these unique talents. The solution is a complete
services from photography, to paintings, prints, and mixed media artwork. Her business is in need
graphic identity package.
of a distinct identity system which showcases these unique talents. The solution is a complete
graphic identity package.
The designer, Aime Kelso, will create a Graphic Identity package including a logo, website, and
marketing materials. Amber Hall is responsible for providing all necessary text and images for
The designer, Aime Kelso, will create a Graphic Identity package including a logo, website, and
use in the creation of the website, and branding. The final delivery date is May 15th, 2017, with
marketing materials. Amber Hall is responsible for providing all necessary text and images for
subsequent deliverables being a logo, business cards and stationery, a watermark, thand an
use in the creation of the website, and branding. The final delivery date is May 15 , 2017, with
engaging website. Additionally, Amber Hall will be provided a graphic standards guide, and a
subsequent deliverables being a logo, business cards and stationery, a watermark, and an
CD/thumb drive of all digital files.
engaging website. Additionally, Amber Hall will be provided a graphic standards guide, and a
Amber Hall Photography Graphic ID Proposal 1
CD/thumb drive of all digital files.

Amber Hall Photography Graphic ID Proposal 1







Audience

Amber Hall Photography is an all-inclusive organization. As such, it caters to clients of all ages,
Audience
occupations, education
Amber Hall andiseconomic
Photography levels,
an all-inclusive and cultures/ethnic
organization. affiliations.
As such, it caters Amber
to clients of Hall
all ages,
Photography provides
occupations, high
education andquality photography
economic to anyone with
levels, and cultures/ethnic a needAmber
affiliations. for it,Hall
regardless of social
Photography provides high quality photography to anyone with a need for it, regardless of social
background.
background.

Features
Features
The Graphic Identity package will include the following:
The Graphic Identity package will include the following:
Logo
Logo
o o Illustrator
Illustrator filefile CMYK withoutlined
CMYK with outlined type
type
o Illustrator EPS file CMYK with outlined type
o Illustrator EPS file CMYK with outlined type
o Illustrator file RBG with outlined type
o Illustrator file RBG with outlined type
o 300dpi CMKY tiff file
o 300dpi CMKY tiff file
o 300dpi RGB jpg
o 300dpi RGB
o 300dpi jpg B&W tiff
Positive
o 300dpi Positive
o 300dpi B&W
Negative B&Wtiff
tiff
oWatermark
300dpi Negative B&W tiff
o Illustrator file CMYK with outlined type
Watermark
o Illustrator EPS file CMYK with outlined type
o Illustrator file CMYK with outlined type
Stationery
o Illustrator
o LetterheadEPS file CMYK
Illustrator with outlined type
& PDF files
Stationery
o Letterhead .DOC file

o o EnvelopeIllustrator
Letterhead Illustrator file
& PDF files
Business Cards
o Letterhead .DOC file
o Illustrator & PDF files
o Envelope Illustrator file
Website
BusinessoCards
Total of 6 pages including an e-commerce page to sell artwork & prints
o Illustrator
o Photoshop & PDF files
file with layers for each page

Website o Web folder with HTML & CSS files for all pages
o Total of 6 pages including an e-commerce page to sell artwork & prints
Resources
o Photoshop file with layers for each page
All necessary text and images will be provided by the client, Amber Hall. The designer will
outilize
Web folder
layout, with HTML
illustration, & CSS files
and typography skills for all pages
to create effective and engaging branding. The
Amber Hall Photography Graphic ID Proposal 2

Resources
All necessary text and images will be provided by the client, Amber Hall. The designer will
utilize layout, illustration, and typography skills to create effective and engaging branding. The
Amber Hall Photography Graphic ID Proposal 2





following software will be used for this project: Adobe Illustrator, Adobe Photoshop, Adobe
InDesign, and Microsoft Word. Hardware for this project will be provided by the designer and
Audience
will include a computer, and a printer for print materials. Testing will be conducted by the
Amber Hall Photography is an all-inclusive organization. As such, it caters to clients of all ages,
designer with a variety of different user groups including (but not limited to) the client (Amber
occupations, education and economic levels, and cultures/ethnic affiliations. Amber Hall
Hall),Photography
design students (20-30
provides year old
high quality age range),
photography and program
to anyone advisors
with a need (60+ ageofrange).
for it, regardless social The
research materials for this project include watercolor tutorials.
background.

Features
Designer
The Graphic Identity package will include the following:
The designer, Aime Kelso, is Communication Design senior with an emphasis in Visual Design
Logo
at California State University, Monterey Bay. She has proficient layout, illustration, typography,
o Illustrator file CMYK with outlined type
in addition
o toIllustrator
web scripting
EPS fileskills.
CMYK Shewith
hasoutlined
experience
type with Adobe Creative Suite design software
(Photoshop, Illustrator,
o Illustrator fileInDesign,
RBG withand Acrobat),
outlined type in addition to HTML, CSS, and JavaScript.
o 300dpi
Kelso is the CMKY
Graphic tiff file
Design Intern for NPR radio news station KAZU, which has provided her
o 300dpi RGB jpg
with experience in advertising design. Kelso has also designed logos for Monterey County Rape
o 300dpi Positive B&W tiff
Crisis Centers Together with Love run, and for Monterey Bays Startup and Hackathon
o 300dpi Negative B&W tiff
Weekends, which has given her formal practice with real design clients. Kelso can be contacted at
Watermark
(858) 386-9009 or byfile
o Illustrator e-mail at akelso@csumb.edu.
CMYK with outlined type
o Illustrator EPS file CMYK with outlined type

Schedule Stationery

Fall 2016o Milestones

Letterhead Illustrator & PDF files
o Letterhead .DOC file
Initial Research for Logotypes September 5th
o Envelope Illustrator file

o Concept Sketches September 9th
Business Cards
th
First set of logos
o Illustrator October
& PDF files 20
Websiteo Revisions November 5th
o Total
Client of 6 pages including an e-commerce page to sell artwork & prints
Meetings
o Photoshop file with layers for eachrdpage
o Meeting #1: September 3
o Web folder with HTML & CSS files for all pages
o Meeting #2: October 20th

Resources o Meeting #3: November 20th

All Prototype Presentation
necessary text November
and images will 4th by the client, Amber Hall. The designer will
be provided

utilize layout,
Client illustration,
sign-off and typography
proposal skills to November
& final designs create effective
20thand engaging branding. The
Amber Hall Photography Graphic ID Proposal 2

Spring 2017 Milestones

Client provides content for website January 20th
Present website mock-up February 20th
Amber Hall Photography Graphic ID Proposal 3




o Develop website and content March 20th

Website revisions April 3rd & April 15th
Audience
Client Meetings
Amber Hall Photography is an all-inclusive organization.
th As such, it caters to clients of all ages,
o Meeting #1: December 16
occupations, education and economic levels,
th
and cultures/ethnic affiliations. Amber Hall
o Meeting #2: February 20
Photography provides high quality photography to anyone with a need for it, regardless of social
th
o Meeting #3: March 20
background.
Website Testing April 7th
Features
Final deliverables to client May 15th
The Graphic Identity package
th will include the following:
Evaluation May 13
Logo
Documentation May 15th
o Illustrator file CMYK with outlined type
o Illustrator EPS file CMYK with outlined type
Budget o Illustrator file RBG with outlined type
o 300dpi &
Phase I Research CMKY tiff file20 hrs.
Planning:
o 300dpi RGB jpg
Phase II Design: 15 hrs.
o 300dpi Positive B&W tiff
Phase III Revisions: 10 hrs.
o 300dpi Negative B&W tiff
Phase IV Production: 20 hrs.
Watermark
Testing & Evaluation:
o Illustrator file CMYK 5 hrs.outlined type
with
o Illustrator EPS file5 hrs.
Communication: CMYK with outlined
(meetings, typee-mail)
phone,
Stationery
Total Hours @ $20/hr: 75 hrs.
o Letterhead Illustrator & PDF files
Resources Total: $1500.00
o Letterhead .DOC file
o
Hardware: $150.00
Envelope Illustrator file
Software: $600.00
Business Cards
o Materials/Travel:
Illustrator & PDF files $250.00
Website
Total Value: $2500.00
o Total of 6 pages including an e-commerce page to sell artwork & prints
Based on the estimated hours and out-of-pocket expenses, the estimated value of the product is
o Photoshop file with layers for each page
$2500.00. The fee is waived due to the client participation in the CSUMB School of Computing
o Web folder with HTML & CSS files for all pages
and Design Capstone Program.
Resources
All necessary
Creative Fee Valuetext and images will be provided by the client, Amber Hall. The designer will
utilize layout, illustration, and typography skills to create effective and engaging branding. The
The cost of a comparable comprehensive branding identity system (including comprehensive
Amber Hall Photography Graphic ID Proposal 2
research, consultation and design audit, design of an integrated identity system including links to
divisions and affiliates, presentation of 3 to 6 schematics; final applications to business papers
and other corporate formats; and implementation guidelines) designed by a professional ranges
anywhere from $5000 on the low end, to $50,000.
Amber Hall Photography Graphic ID Proposal 4







Risk Assessment
Audience
Events that may affect the completion of this project include:
Amber Hall Photography is an all-inclusive organization. As such, it caters to clients of all ages,
Underestimation of project scope
occupations, education and economic levels, and cultures/ethnic affiliations. Amber Hall
Technical Difficulties
Photography provides high quality photography to anyone with a need for it, regardless of social
o Corrupted files
background.
o Computer hardware or software issues
Features
Client Fails to Meet Obligations
The Graphic
o DoesIdentity
notpackage
providewill include thecontent
necessary following:
by specified deadlines
Logo
o Client does not communicate regularly with the designer
o Illustrator file CMYK with outlined type
o Client decides to drop out/abandon project
o Illustrator EPS file CMYK with outlined type
Illness or Emergency
o Illustrator file RBG with outlined type
Insufficient Resources
o 300dpi CMKY tiff file
o o300dpi RGB jpgcontent not provided (text/images for website, etc.)
Necessary
o 300dpi Positive B&W tiff
o 300dpi Negative B&W tiff
Terms and Conditions
Watermark
If the client does not meet the required for the collaboration (provide deliverables on time,
o Illustrator file CMYK with outlined type
participateo orIllustrator
communicate according to the schedule) the designer may discontinue the partnership.
EPS file CMYK with outlined type
The
designer may compete the project without further client collaboration in order to complete the
Stationery
project toograduate. TheIllustrator
Letterhead client will not files
& PDF have ownership nor receive any final products.
o Letterhead .DOC file
o Envelope Illustrator file
Rights Transferred:
Business Cards
The designer transfers to the client the following exclusive rights of usage:
o Illustrator & PDF files
Website
Amber Hall Photography
o Total of 6 pages including an e-commerce page to sell artwork & prints
Category oof Use (advertising,
Photoshop file with promotional)
layers for each page
Medium of
o Use
Web(web,
foldermagazine,
with HTMLapparel, merchandise)
& CSS files for all pages

Geographic Area (not applicable)

Resources
Time Period (not applicable)
All necessary text and images will be provided by the client, Amber Hall. The designer will
utilize layout, illustration, and typography skills to create effective and engaging branding. The
Any usage rights not exclusively transferred are reserved to the Designer. Usage beyond
Amber Hall Photography Graphic ID Proposal 2
that granted to the Client herein shall require payment of a mutually agreed-upon additional fee

Amber Hall Photography Graphic ID Proposal 5





subject to all terms. Any transfer of right is conditional upon receipt of full payment.


The client has read the conditions of this proposal and when signed, this document serves as a
subject
subject to
to all terms.
all terms. Any transfer
Any transfer of right
of right is conditional
is conditional upon
upon receiptin
receipt ofafull
of full payment. of
payment.
binding contract. Additional additions or changes will be addressed memorandum
understanding or a revised contract.
Audience
The client
The client
Amberhas
has read
read
Hall the conditions
the conditions
Photography of this
of this proposal
proposal
is an all-inclusive and when
and when
organization. signed,
signed,
As such, thistodocument
this
it caters document serves
serves
clients of all as aa
ages, as
binding
binding contract. Additional
contract.
occupations, Additional
education additions
andadditions or
economicor changes
changes
levels, will be
will be addressed
addressed
and cultures/ethnic in aa memorandum
in
affiliations. memorandum
Amber Hall of
of
Photography
understanding
understanding or aaprovides
or revisedhigh
revised quality photography to anyone with a need for it, regardless of social
contract.
contract.
_______________________________________________________________________________________
background.
Amber Hall, Amber Hall Photography Date
Features
The Graphic Identity package will include the following:
_______________________________________________________________________________________
_______________________________________________________________________________________
Logo
Amber Kelso,
Amber
Aime Hall, Amber
Hall, Amber Hall Photography
Hall
Designer Photography Date
Date
o Illustrator file CMYK with outlined type
o Illustrator EPS file CMYK with outlined type
_______________________________________________________________________________________
_______________________________________________________________________________________
o Illustrator file RBG with outlined type
Aime Kelso,
Aime Kelso, Designer
Designer
o 300dpi CMKY tiff file Date
Date

o 300dpi RGB jpg

o 300dpi Positive B&W tiff
o 300dpi Negative B&W tiff
Watermark
o Illustrator file CMYK with outlined type
o Illustrator EPS file CMYK with outlined type
Stationery
o Letterhead Illustrator & PDF files
o Letterhead .DOC file
o Envelope Illustrator file
Business Cards
o Illustrator & PDF files
Website
o Total of 6 pages including an e-commerce page to sell artwork & prints
o Photoshop file with layers for each page
o Web folder with HTML & CSS files for all pages

Resources
All necessary text and images will be provided by the client, Amber Hall. The designer will
utilize layout, illustration, and typography skills to create effective and engaging branding. The
Amber Hall Photography Graphic ID Proposal 2

Amber Hall Photography Graphic ID Proposal 6

Amber Hall
Amber Hall Photography
Photography Graphic
Graphic ID Proposal
ID Proposal 66
PROJEC T CHANGES

ORIGINAL RISK ASSESSMENT

Throughout the scope of this project, there were several issues which, if encountered,
would result in project incompletion. The largest of those potential risks was client failure
to provide the necessary materials (text, images, etc.). Other risks included: financial
loss, client abandoning the project, the client hiring another designer or changing the
direction of the project (resulting in delays), and continued revisions and adjustments
on behalf of the client. Additionally, the designer had to consider her own potential risks
such as equipment failure, software issues (corrupted files), and illness.

A | DID THE CLIENT MEET COMMITMENTS?

The client met all commitments, communicated effectively, and was a pleasure to work
with.

B | TECHNICAL DIFFICULTIES
The designer did not have any technical difficulties while completing the project.

C | PROJECT CREEP (UNEXPECTED WORK)

The first batch of final logos were not what the client had envisioned for her brand. In
order to please the client, the designer continued to design logos well into the second
phase of the project.

D | WHAT CAUSED DELAYS?

Logo redesigns and revisions during the second phase of the project added extra work
for the designer, and resulted in minor delays. However, the designer worked tirelessly
and was able to keep the project on track.

E | PROJECT MANAGEMENT ISSUES

There were no project management issues throughout the entirety of the project.

F | OTHER
No additional project changes arose based on the original risk assessment.
TESTING

A | TESTING THE PROJECT

Usability testing for Amber Hall Photographys website was conducted by users varying in
age, gender, and ethnicity. During the test, participants completed typical tasks while the
designer watched. The goal was to identify any usability problems, collect qualitative and
quantitative data, and determine the participants overall satisfaction with the website.

During the usability test, the designers goal was to:

Learn if participants were able to complete specified tasks successfully
Find out how satisfied participants were with the overall website
Identify changes required to improve user performance and satisfaction
Analyze the performance to see if it met the usability objectives
Test on multiple platforms and browsers to identify any technical issues

B | USER TESTING & COMMENTS

I love the

slideshow ! It s
unique and f un.

The website is
simple, clean, &
eas y to use.

The layout is
well- organize d &
ever y thing is eas y
to f ind!
TESTING

C | BROWSER TESTING
Browser testing was conducted on Chrome, Firefox, Safari, and Internet Explorer. It was
also completed on multiple platforms including Computer, iPhone, and iPad.

D | SUMMARY OF TESTING
Testing was an integral part in the development of the website. Through testing, I
received helpful feedback and suggestions to improve the functionality of the website.
This allowed me to correct inconsistencies such as the footer not being properly aligned
across all pages, and the slideshow being out of sync. I also added access to the
homepage through clicking the logo,
EVALUATION

FEATURES
The designer will provide the client with three unique logo concepts for the client to
choose from. The designer will create a standard logo for print and web use, as well as
logo variations for use on various marketing materials (mugs, pens, apparel, etc.). The final
logo design files will be shared with the client in the following formats:
.PSD
.AI
.EPS
.PDF
.PNG
These files will be provided in full color, grayscale, and black and white. The designer will
create custom stationery including a company letterhead, business cards, and envelopes.
Included will be a responsive website design with the possibility for future e-commerce
integration. The designer will also provide social media accounts and content following
the new brand guidelines. In order to keep the content cohesive, part of the final
deliverables will include a graphic standards guide along with all digital assets cataloged
and presented to the client through Google Drive, and on a flash drive.
FINAL DESIGNS

WORK PRODUCED
Below is a list of deliverables provided to the client upon completion of the project.

Logo in following formats:

.PSD
.AI
.EPS
.PDF
.PNG

Logo in following Color Modes:

Full Color
Grayscale
Solid Black
Reversed Out

Other:
Stationery (business cards, letterhead, envelope)
Marketing Materials (mug, pen, refrigerator magnet)
Social Media Accounts
Graphic Standards Guide
Website
Watermarks
CAPSTONE P OSTER
CAPSTONE PRESENTATION
ADVISOR SIGN- OFF

Capstone Advisor:
Capstone Directed Study

Student Name:

Capstone Project Title:

CST 496 Capstone Project Deliverables:

The project has been completed satisfactorily and I have received the Final Deliverables
listed below | Yes No
I expect to receive the completed project and Final Deliverables by the end of
Assessment week | Yes No
The client will receive the completed project and Final Deliverables by the end of
Assessment week | Yes No

The student will receive a passing grade in my Capstone Directed Study | Yes No
Comment:

Advisor Signature:
Date: