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Red Eye Crow Brand
Cole Robbins
ITCD Capstone Proposal
Capstone Advisor: Bobbi Long
Table of Contents
Executive Summary 3
Introduction 4
Problem Description 5
Solution Description 6
Deliverables 7
Methodology 8
Budget 10
Timeline 11
Appendixes 12
Advisor Signoff 16
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Executive Summary
This project is an amazing opportunity to be able to build something from the ground
up; especially while in school. My client, Rich Debos, is a good friend of my father and one of
exciting moment. Rich shared the portfolio he had been putting put together for Red Eye Crow
and had me critique each design. Due to Rich’s medical history he has had to switch from one
dominate side to the other and has had to relearn how to produce graphics. Due to this issue
he has been using prefabricated clipart and wanted my help to redesign the brand.
Over this past semester I have only laid the foundation of the structure I plan to build. I
have already begun to design for the brand and have had some great outcomes. I am nearly
half-way complete with the direction of the main logo; whether to use a type-heavy or icon-
based logo. I have also begun to sketch design silhouettes, making use of the location of the
graphic then of the design itself. For me it is very important to create personal inspiration to
During winter break, I plan to produce as many designs as I can ultimately to give myself
a head start on next semester. This includes copyrighting the selected designs collected and
finally to obtain my business license. Once the designed are filed can I begin to promote the
brand across multiple social media platforms; possibly making an advertisement for each
demographic to increase interest from multiple age groups. It is extremely important for me to
make this brand, Red Eye Crow, appealing to more than just one type of folk, and I believe I will
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Introduction
collaborating on apparel brand. Rich had been developing a brand called Red Eye Crow (REC)
for some time and was now looking for assistance to push this concept into the real world. As
he handed me a stack of designs; he explained to me that most of the branding he had put
together for REC was made up of clipart, which needed to be redesigned. We went through
each design, noting changes to be made if they were picked to be recreated. After we finished
our mark-ups for each of Rich’s designs, we began to discuss the brand further.
Rich was encouraging me to illustrate my own graphics that would be within the same
themes he had already established for the brand. The main theme is quite dark and sinister,
which I find to be intriguing. Besides the overall theme, Rich had established a few different
ideas for the branding, including labels and packaging for rat poison, cigarettes, a funeral home,
and a phonograph company. Rich also created a couple designs resembling tarot cards, so we
discussed for some time over the topic; deciding to create our own deck with packaging based
Aside from the branding, Rich had not currently secured social media platforms or a
website domain. I took it upon myself to create the social media accounts and he informed me
that he would be securing a domain soon. Rich also mentioned he would be creating official
emails for both of us, including an information email (info@recrow.com) to place on our social
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Problem Description
About five years ago, Rich suffered from multiple strokes leaving his dominate side
paralyzed for the time being. Over the years with physical therapy he regained most of his
mobility but has lost decades of design experience. Unfortunately, like most of us, Rich wasn’t
ambidextrous and had to switch from his dominate (right) hand to his non-dominant (left)
hand. Being that he had his creative freedom stripped from him; he is unable to execute
original illustrations. He still managed to create designs through mostly typefaces and clipart,
which is how he had orchestrated the designs for REC and its overall theme. Due to the clip art
issue, Rich wasn’t able to publish or launch the brand without running into legal issues. Those
designs clearly weren’t a total loss of time for the brand because Rich had created the theme.
With our dark and sinister theme established, it would be easy to speculate that we will
only be catering to a specific target audience, but I believe we create a broader interest group
than expected. Although I believe this, I want our main focus to be placed on adults from 18 to
Due to the unique situation of this project, I can look through other CSUMB projects
who have fully rebranded their client’s companies to get inspired. Those inspirational projects
might spark new and more creative ideas that I may miss without taking the time to look over
similar situations. The task ahead is a challenging and eye-opening opportunity for me to gain
real world experience with an actual client while still in school. I am lucky to have found a client
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that believes in my capability to rebrand their company while fully backing all the funds
Solution Description
The launch and startup of the proposed apparel brand, Red Eye Crow (REC) will be
broken down into steps. To help solve the issue of originality of my client’s designs, I will be
selecting the appropriate designs to be recreated. I’m also planning to create original concept
designs that will be later approved by the client. Rich will be stepping back completely from the
overall design and is giving me the necessary freedom with the illustrations I plan to create.
Although, I will be throwing out some designs Rich has put together; I’ll be sure to store the
captions he had made for future projects relating to REC. Once I create over ten unique designs,
I will begin to select ten specific ones to be REC’s first line of copyrighted matter. California law
limit designers and brands from submitting more than ten designs per copyright application.
obtain my business license to ensure the legitimacy of our intention. It is extremely important
for me to take the necessary steps to avoid having no ground if someone is to fraudulently use
our graphics; if no action is taken it could be detrimental to our brand. This amount of
importance is the same with securing our social media platforms and website’s domain.
Besides the design aspect of the brands physical production, I will also be helping my
client with the launch of the brands e-commerce site. Making sure that the site is consistent
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Deliverables
I need to orchestrate designs based off the established theme, including type/graphic
logos, illustrations, and silhouettes. A select amount of these designs will be filed and placed to
be copyrighted in California. After I complete the majority of the silhouette designs, I will be
then producing my tarot card designs and their packaging. Once a majority of the designs are
made I can then work on the physical tech-packs to organize our production. With the proper
tech-pack information I can determine realistic cost/line sheets to then start the production of
physical protos and samples. Using those protos and samples, we will be able to promote the
brand through our social media platforms while building up our e-commerce site for the launch.
It is extremely important for us to test our website’s usability to make sure our future
customers have no issues browsing or buying products. Before launching our products on our
website, it is going to be necessary to create financials like profit and loss, to ensure that we
aren’t over producing or overspending. It is also going to essential for us to create a system to
test the interest of our consumers and which designs will do more likely to be bought. It would
be a disaster for both my client’s investment if we made product we couldn’t sell. If it does
With that it is easy to see that this project isn’t going to easy, but with my clients help
and knowledge I have faith in myself to complete such a task within the time given. Rich has
given me complete freedom to take each step day by day and isn’t pressuring me to complete
these goals in strict timely manner. To stay on schedule, I have made our required Gantt chart
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Methodology
Implementation Plan
With help from my Gantt chart I will be sure to stay on track. As stated earlier, I need to
obtain my business license because I won’t only be working for my client; I will be an
owner of the company. Additionally, I need to create my design bundle to be
copyrighted in California, which will include our final main logo. Once those main
designs are established and up for copyright can I then work on the other deliverables
like the tarot cards. Again, as stated earlier, I will be sure to test designs and silhouettes
with our consumers to avoid over production or underappreciated designs.
Resources
The resources that I will be using for this project are primarily surrounding me at all
times, from the technology I have to the technical help I can get from Rich or my father
(who is an established project manager of retail/apparel brands, like Nike, Asics, and
Mitchell & Ness). With technology, their help, and my overall skills/knowledge I should
be able to accomplish every goal set for this project within the timeline established.
Expertise
I have an assortment of skills that are necessary to orchestrate each and every outcome
of the project: extensive experience with graphic design and illustration;
intermediate skills involving HTML and web design; a strong foundation in digital and
analog print layout/process; a heavy interest in apparel design and construction.
Risk Analysis
There are a few risks to be considered that have been both previously stated and not.
The main risk to face would be not turning a profit but is unlikely if the proper steps are
taken. Another risk would be over producing products, which again can be avoided if we
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figure an estimated amount to produce. Lastly, it is very unlikely, but the risk of Rich
passing before the brand’s official launch and start date needs to be addressed.
Functional Testing
For any company it is important to note and document the feedback received from
social media posts before officially launching the intended product. Without publicly
testing the functionality of a product, it is a great loss of otherwise very important data.
Public feedback can roughly determine the amount of product a producer should invest
in; helping to secure the profit and to avoid unnecessary loss. We plan to implement
this very process to ensure there is real interest when producing merchandise and
create a profitable margin.
Usability Testing
When producing any product, it is crucial to make sure it works for their intended use. It
is also important to test your product for imperfections to avoid failure after use (or
while in use); producing quality over quantity. These same principles can be applied to
e-commerce or any other website. As stated earlier, it is very essential to test the
website’s usability to make sure future customers have no issues while browsing or
buying products. Including accessibility features are an easy step to increase the
usability of the site. This includes voice search optimization, adjustable text sizes, and
monochromatic layouts with high contrast.
Evaluation Plan
I will know if the project is successful based upon profit and public interest. Without
profit it would be a great loss of time and opportunity. With no public interest it would
also be a total loss that could have potentially been avoided.
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Budget
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Timeline
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Appendixes
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COLE J. ROBBINS
2819 Saratoga Court
Marina, California, 93933
+1 (714) 244 7082
colerobbins10@gmail.com
A seasonal Swim Coach, Lifeguard, and State Park Employee with 3+ years of excellent
customer service experience. An enrolled student at Cal State University of Monterey Bay and is
obtaining a B.S. in Communication Design. Looking to use current knowledge of customer
service and register experience to branch out into retail.
EXPERIENCE
BLUERAY AQUATICS Irvine,
CA
Swim Coach and Lifeguard May 2015 - Present
EDUCATION
HUNTINGTON BEACH HIGH SCHOOL Huntington Beach, CA
Graduate August 2010 - June 2014
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