Graphic Design 4 :: Editorial Design

In class, we were given an assignment to create an editorial spread in InDesign.

Copywriting 3 :: Taglines

Taglines should be unique and connect on an emotional level

If you left our business card somewhere, can someone tell at a glance what your business is about?
Would your tagline work if your competitors used it?
It should speak to your audience
Communicate your unique selling point

We've got the goods
Nothing's gonna get in the way of our sweet next day delivery

Tagline methods


Link a product feature with an abstract need: "A Diamond is Forever"De Beers

Make a promise: "The World on Time"
Single words (always good in threes) as benefits: "Soothes. Cleanses. Refreshes."
Suggest risk of not using product: "Because So Much is Riding on your Tires"
Tie tagline to logo: "Get a Piece of the Rock"Prudential

Here's a good list of taglines: http://www.taglineguru.com/sloganlist.html

Tagline exercises
Navy: Strength. Boldness. Respect.
Army: Dare to Lead
Air Force: Soaring to New Heights
Singapore Airlines: Where Luxury Takes Flight
Tiger Airways: Your Sweet Escape
Virgin Atlantic:

Graphic Design 3 :: Typography

We lea

Copywriting 2 :: Copywriting

Graphic Design 2 :: Color Theory

Graphic Design 1 :: Principles of Graphic Design

Copywriting 1 :: Branding

In our first class, we were asked to come up with three brand names for 1. a cafe serving coffee and pastries, 2. a fine dining french restaurant and 3. a sandwich kiosk.

Here's what I came up with:

1. Tiffin - when I thought of coffee and pastries, the first thing I thought about was delicious, bitter, jet- black coffee and warm, fresh out of the oven, hand made from scratch cakes, pies and puffs with gooey, chunky citrus jams. The hand made notion was what I wanted to convey, and after having a think, I came up with Tiffin. The look and feel would be reminiscent of the 1950's or 60's. Typography-led with intricate details  and patterns from that era.

2. Lavender - when I thought about France, the first image that came to mind was fields of lush, purple lavender.

3. freshh!

We were also shown a couple of cool local brands, which made me think of my own list.

Skinny Pizza & Stripped // In house, Creative Director Jerry DeSouza
P.S. Cafe // Interior by Sacha & Tan
Alldressedup // In house, The Link Group
Raoul // In house, FJ Benjamin
Loysel's Toys // Design by Foreign Policy
Wanderlust // Design by Foreign Policy
Food for Thought // Design by Yong, Somewhere Else
Kith Cafe // Design by Hjgher

Soon Lee & Rockstar // In house

SIFR // In house