THE PROJECT The Good News Orlando Cachaito Lopez

1
THE PROJECTThe Good NewsOrlando Cachaito
Lopezs album Cachaito is a hit amongst world and
jazz music critics and afficianados.The Bad
News- Jazz sales make up 3 of the CD buying
market- World music sales account for even
less- World/jazz critics write for small
audiences and dont buy CDsThe
ConclusionCachaito must be moved to a wider
CD-buying audience
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 4.0 The
Solution
Suzette Chan Visual Design 4
2
THE BRIEFINGThe Old Design-
Bold design, suited to music- Yellow typical of
North American CD designs for Latin music- Focus
on instrument emphasizes technical
musicianship- List of guest stars assumes
familiarity- World Circuit tagline acts as stamp
of official approval
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 2.1 Old Design gt 2.2 New Audience 3.0
The Process 4.0 The Solution
Suzette Chan Visual Design 4
3
The New AudienceAge 24 to 40Gender Include
more womenCharacteristics Early adopters of
music trends Early adopters of technology (jazz
and classical CDs account for 31 of online
music sales) Hipsters Club goers Worldly,
outside of Latin community Not yet
well-traveled
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 2.1 Old Design 2.2 New Audience gt 3.0
The Process 4.0 The Solution
Suzette Chan Visual Design 4
4
THE PROCESSThe New TitleCurrent Cacha
itoNew Emphasis Embrace of rap, funk,
techno Accessibility, dance-ability Jazz
base Cuban flareNew Title Conversacion - A
conversation between musical genres - Close to
English and French words for conversation -
One-letter difference between English and
Spanish introduces exoticism, design
possibilities
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title gt 3.2
Type 3.3 Colours 3.4 Competition 3.5 Sketches 3.6
Photo Research 3.7 Comps 3.8 Virtual Focus
Group 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
5
Type Study
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type
gt 3.3 Colours 3.4 Competition 3.5 Sketches 3.6
Photo Research 3.7 Comps 3.8 Virtual Focus
Group 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
6
Colour Swatches
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3
Colours gt 3.4 Competition 3.5 Sketches 3.6 Photo
Research 3.7 Comps 3.8 Virtual Focus
Group 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
7
The Red, White and Blue
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3
Colours gt 3.4 Competition 3.5 Sketches 3.6 Photo
Research 3.7 Comps 3.8 Virtual Focus
Group 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
8
The Competition / Environmental
Study
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3
Colours 3.4 Competition gt 3.5 Sketches 3.6 Photo
Research 3.7 Comps 3.8 Virtual Focus
Group 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
9
SketchesThemes- Talking- Dancing-
Telephones
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3
Colours 3.4 Competition 3.5 Sketches gt 3.6 Photo
Research 3.7 Comps 3.8 Virtual Focus
Group 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
10
Photo Research
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3
Colours 3.4 Competition 3.5 Sketches 3.6 Photo
Researchgt 3.7 Comps 3.8 Virtual Focus
Group 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
11
The Comps
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3
Colours 3.4 Competition 3.5 Sketches 3.6 Photo
Research 3.7 Comps gt 3.8 Virtual Focus
Group 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
12
The Virtual Focus
GroupAge Early 20s Late 30sGender 50-50Char
acteristics Online general interest
community Early adopters of technology Musical
ly adventurous Hipsters, club
goers Multicultural College educatedNo
special promotion was used to attract attention
to the poll
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3
Colours 3.4 Competition 3.5 Sketches 3.6 Photo
Research 3.7 Comps 3.8 Virtual Focus Group
gt 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
13
The Virtual Focus Group Says- No
comments
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3
Colours 3.4 Competition 3.5 Sketches 3.6 Photo
Research 3.7 Comps 3.8 Virtual Focus Group
gt 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
14
The Virtual Focus Group Says-
Feels sensual to me- It just didn't catch my
attention
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3
Colours 3.4 Competition 3.5 Sketches 3.6 Photo
Research 3.7 Comps 3.8 Virtual Focus Group
gt 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
15
The Virtual Focus Group Says- I
like how you play with the typography, however
the thick border makes the composition seems
too centered and is a bit uninspired
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3
Colours 3.4 Competition 3.5 Sketches 3.6 Photo
Research 3.7 Comps 3.8 Virtual Focus Group
gt 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
16
The Virtual Focus Group
Says- I like the "stepping on his toes"
aspect- Really appealed to me even though I
don't like pointed toed shoes I can't explain
it- What attracted me the most was the little
bit of green showing in the top left corner a
tease a mystery, you want to know more- Reminds
me of the cover to Everything But the Girl's
Walking Wounded album
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3
Colours 3.4 Competition 3.5 Sketches 3.6 Photo
Research 3.7 Comps 3.8 Virtual Focus Group
gt 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
17
The Virtual Focus Group Alluded
ToEverything But the Girl's Walking Wounded
album- Exact target market- Photo tells a
story- Three-tone colour palette
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3
Colours 3.4 Competition 3.5 Sketches 3.6 Photo
Research 3.7 Comps 3.8 Virtual Focus Group
gt 3.9 Applying Type 4.0 The Solution
Suzette Chan Visual Design 4
18
Applying Type
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 3.1 Artist Name 3.2 New
Title 3.3 Colours 3.4 Sketches 3.5 Photo
Research 3.6 Comps 3.7 Virtual Focus
Group 3.8 Applying Type gt 4.0 The
Solution
Suzette Chan Visual Design 4
19
THE SOLUTION
CachaitoReSampled 1.0 The Project 2.0 The
Briefing 3.0 The Process 4.0 The
Solution
Suzette Chan Visual Design 4