2. CONTENTS | 1Summer 2016
TABLE OF CONTENTS
Social Media Flyers....................................................................................................................................... 2
Star of the Week Logo ................................................................................................................................. 12
Parkour Facilities......................................................................................................................................... 14
Modern Parkour........................................................................................................................................... 40
Wineries & Vineyards................................................................................................................................... 51
PHLY Tumblr Page........................................................................................................................................ 72
3. Summer 2016
Social Media Fliers
FLIERS | 3
Christmas4th
of July
Customer Appreciation DayBest Friend Day
5. Martin Luther King Jr. DayLabor Day
Summer 2016
Social Media Fliers - (cont.)
FLIERS | 7
New Year’sMemorial Day
6. Summer 2016
Social Media Fliers - (cont.)
FLIERS | 9
St. Patrick’s DayOpposite Day
Teacher Appreciation DayPresident’s Day
7. For my first project of the internship, I got a small taste of corporate brand identity and informational
graphics. I designed a series of 8.25 x 11” holiday fliers. The only requirements were to avoid religious
elements, incorporate elements of the brand identity ( colors and typefaces) and have the PHLY logo
on every flier. From there, I was able to choose how to communicate the holidays that I chose. I decided
to keep the designs as simplistic as possible for the most part, as there’s no clue who or how many
will see it.
Valentine’s Day
Summer 2016
Social Media Fliers - (cont.)
FLIERS | 11
Thanksgiving
8. This logo was designed will be used recognize someone who went above and
beyond the call of duty in the PHLY Marketing Department. Slightly confused on where
to start, I began to incorporate elements of our Brand Identity, such as the bell and the
PHLY acronym. But I began to lean towards a cleaner look, and decided against the
bell. I also decreased from three shooting stars to one. I also experimented with the
position of the star, as well as adding the word marketing.
1st
Variations
2nd
Variations
3rd
Variations
Summer 2016
Star of the Week
STAR OF THE WEEK | 13Summer 2016
10. Summer 2016
Parkour
Parkour is a training discipline using movement that developed from military obstacle
course training. Traceurs (those who practice parkour) aim to get from one point
to another in any environment, without assisting equipment and in the fastest and
most efficient way possible. Parkour includes running, climbing, swinging, vaulting,
jumping, rolling, quadrupedal movement, and other movements as deemed most
suitable for the situation. Its development from military training gives it some aspects
of a non-combative martial art.
Parkour is an activity that can be practiced alone or with others and is usually
—but not exclusively—carried out in urban spaces. Parkour involves seeing
one’s environment in a new way (geopsychology), and imagining the potential
for navigating it by movement around, across, through, over and under its features.
The purpose of this project was for me to design an insurance identity for a ‘what if’
product of Parkour Facilities (which I placed under the category of Health & Fitness).
This insurance package would include facilities to train in the art of parkour, as well
as obstacle courses and other participating events or fund-raisers.
13. Summer 2016
Marketing Materials - (cont.)
PARKOUR | 23
With every product insured by PHLY comes 3 documents: Product Highlights, a
Brochure and 10 Reasons Why. So I took them and made them my own, tailoring
them to a package suited for Parkour Facilities and all that comes with it. Using the
same photography, I fit these documents to the identity.
14. Summer 2016
Pull-Up Banners
PARKOUR | 25
In addition to the marketing material, Pull Up Banners can be designed for visual
purposes, should they get hung up in an office or shown at a PHLY booth. I designed
three banners for the parkour facilities identity: one specifically for the package,
one where I added the elements of the insurance package to the Health & Fitness
category, and one that used elements from some of the other graphic examples.
Together, they show the range of the entire identity.
15. Summer 2016
Ads
PARKOUR | 27
Because there are no strict rules or requirements for Parkour, there are almost
infinite possibilities for Traceurs to move about their environment. And the risks
involved could be just as innumerable. So I designed a series of PHLY ads so the
company would be able to show Parkour Facilities that they would be as insured
as possible. Because parkour isn’t commonly known, I used photography that would
illustrate it as clearly as possible.
16. Like the ads, I designed the fliers with the purpose of reassuring agents and
companies. But they also improve the digital representation of the product,
and reach people on Facebook, Twitter, LinkedIn, and Tumblr.
Summer 2016
Social Media Flyers
PARKOUR | 29
17. Parkour in the Park 2016 is an event (one that PHLY could attend and have a
booth at) that was made up in assistance with this project. It’s a fund-raiser for the
Challenged Athletes Foundation, complete with free participation for all interested
traceurs and free food for the public. I used an illustration with a rugged outline to
emphasize the atmosphere of parkour. From there, I organized the information
accordingly and separated it with elements that used the same texture.
Summer 2016
Poster
PARKOUR | 31
18. For the Parkour in the Park, I designed a postcard to show how the parkour marketing
would look much smaller. I started by using a picture that clearly illustrated some of
what parkour is. For the back, I included lines for naming and address information,
while accommodating for the lack of space. I used an illustration with the same outline
as the poster. I also used the same event information from the poster.
Summer 2016
Postcard
PARKOUR | 33
19. Every product of Philadelphia Insurance Companies has a web page for its
documents and information. So I designed a mock-up of the PHLY website in relation
to Parkour Facilities. This shows the documents of the insurance identity, and gives the
product a digital presence, so the information is available to all who are interested in
the insurance.
Summer 2016
PHLY Website Mock-up
PARKOUR | 35
20. Parkour is a very mobile and rough discipline. And our giveaways are meant to
display that.
With all of the climbing, scaling and ledges in parkour, we have gloves to avoid
traceurs from developing any unnecessary bruises/calluses. And the additional grip
and protection will allow them to climb faster and longer.
The sling pack, a compact, triangular bag, is ideal for traceurs because it clings to
a person’s back, so traceurs can carry what they need to and train as they see fit.
Lastly, I designed a shirt using the same imagery and color scheme as the poster.
Clothes allow the same freedom and personal expression as parkour, so it was a
practical giveaway.
Summer 2016
3-D Promotional Giveaways
PARKOUR | 37
21. A booth setup was designed to show how PHLY would present themselves in such an
occasion. The Pantone 201 became the primary color for most of this project, so I
also changed the tablecloth to the same color. It also included a flyer for free T-shirts,
something I know many traceurs would like to have.
I also changed the backdrop of the layout to a brick wall, showing the realistic feel of
parkour. And for the table, I included the 3-D giveaways to show our understanding of
Traceurs and their interests.
Summer 2016
Booth Setup - Conventions
PARKOUR | 39
23. Modern Parkour is a facility where interested parties can practice techniques, talk with fellow
trainees, and enjoy a full-body workout. Keeping in mind the risky an underground atmosphere
that parkour is known for, I began with hand lettering. From there, I experimented with a background
and texture that allowed me to use a 2 color system appropriately. I then applied textures to both the
lettering an background to relate the logo to the grungy/sketchy feel of parkour.
1st Variations
2nd Variations
3rd Variations
Summer 2016
Logo - Development
MODERN PARKOUR | 43Summer 2016
24. Summer 2016
Logo
Equal Distance
Letters extend
past the circle
One continuous line
Brush Definition:
Charcoal Soft
1"
Note:
Embroidery and e-communication (web and e-flyer) applications
may need a larger minimum size to accommodate reduced dots
per inch (dpi).
Minimum Usable Print
Original Logo
MODERN PARKOUR | 45
The Modern Parkour logo is the face of the company’s brand identity. Proportional accuracy is the key
to maintaining the identity among others. The hand lettering extend past its already grungy background
to reflect the freedom that Parkour allows.
Elements
The type of the logo is hand lettered, (both letters are made up of individual strokes - 6 strokes in total)
and sits on a black circle. Also, both the circle and the letters of the logo have a soft charcoal brush
effect to them.
Minimum Size Requirements
Minimum size requirements (1 inches tall) will be enforced so to provide clarity to all necessary
elements of the logo.
25. Summer 2016
Brand Colors
Primary Color
Accent Colors
Pantone 7740 C
R 54 | G 143 | B 63
C 81 | M 48 | Y 89 | K 60
Pantone 208 C
R 139 | G 28 | B 64
C 32 | M 99 | Y 61 | K 26
Pantone 724 C
R 149 | G 78 | B 14
C 30 | M 72 | Y 100 | K 24
Pantone 2768 C
R 8 | G 30 | B 63
C 100 | M 87 | Y 42 | K 52
MODERN PARKOUR | 47
Green is the primary color for the Modern Parkour branding, with accents of red, gold, and blue.
Colors are just as important as the design itself, and I chose colors that express the vibrancy of parkour.
Modern Parkour chose PMS 7740 for the main color, while PMS 208, 724 and 2768 were adopted to
compliment the green of the hand lettering.
26. Summer 2016
Typography
MODERN PARKOUR | 49
Formata (primarily use Light, Regular and Bold) is the main typography choice for headers and
captions for marketing material. The sans serif font expresses the simplicity of parkour.
ITC Century font is used for body text in the Modern Parkour brand. It reinforces and compliments
Formata and gives the identity a modernized feel.
Supporting Fonts:
For most company-wide correspondence such as applications, letters, legal documents, Arial
and Times New Roman are recommended as a default typeface when the primary fonts are
not available.
Formata Regular
ABCDEFGHIJKLMOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+:”<>?
Formata Light
ABCDEFGHIJKLMOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+:”<>?
ITC Century Book
ABCDEFGHIJKLMOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+:”<>?
Formata Bold
ABCDEFGHIJKLMOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+:”<>?
28. Summer 2016
Wineries & Vineyards
A winery is a building or property that produces wine, or a business involved in the
production of wine, such as a wine company. Some wine companies own many win-
eries. Besides wine making equipment, larger wineries may also feature warehouses,
bottling lines, laboratories, and large expanses of tanks known as tank farms. The old-
est winery in the world found to date is a 6,000-year-old winery in the Areni region of
Armenia, which is still a wine-making region today.
A vineyard is a plantation of grape-bearing vines, grown mainly for wine making, but
also raisins, table grapes and non-alcoholic grape juice. The science, practice and
study of vineyard production is known as viticulture.
Vineyards are often characterized by its terror, a French term loosely translating as “a
sense of place” that refers to the specific geographical and geological characteristics
of grapevine plantations, which may be imparted in the wine.
As part of the PHLY Summer Associates program, I became part of a team where we
were tasked to either create a PHLY product’ insurance package, or recreate an exist-
ing one. And my team and I decided on a package for Wineries & Vineyards (under
the category Recreation & Entertainment). From Marketing to Underwriting, the team
came together and researched to find out what would be necessary to properly insure
a market like wineries.
29. Summer 2016
Presentation Slides
The biggest part of the Summer Associate group project is the presentation that we
gave during the last week of the program.
Purple was an obious color theme, given the subject. For slide titles, I used Georgia,
fitting the presentation with the typography of the PHLY Branding.
For the title page, I used an overall icon to summarize the product that we presented.
And the overall master page for the slides included a footer (PHLY logo, Tagline, and
icon from the title page), and an opaqued image of wine barrels.
As you can see above, some slides required the removal of certain elements. In most
slides where content continued to the right of the slide. There were other slides where
I removed the title page icon from the footer. And in few cases, both of these emelents
were removed.
WINERIES | 55
32. With every product insured by PHLY comes 3 documents: Product Highlights, a
Brochure and 10 Reasons Why. So I took them and made them my own, tailoring
them to a package suited for Wineries & Vineyards and all that comes with it.
Using the same photography, I fit these documents to the identity.
Summer 2016
Marketing Materials - (cont.)
WINERIES | 61
33. Summer 2016
Pull-Up Banners
WINERIES | 63
In addition to the marketing material, Pull Up Banners can be designed for visual
purposes, should they get hung up in an office or shown at a PHLY booth. I designed
two banners for the Wineries & Vineyards identity: one specifically for the package,
and one where I added the elements of the package to the Recreation & Entertainment
category. These show the basics of the insurance package, as well as how it fits in
accordance to the rest of the PHLY markets.
34. Summer 2016
Ads
WINERIES | 65
Between caring for ingredients, transportations, crops and bottling there
are many ways to lose money in the winery industry. So I designed 2 PHLY
ads so the company would be able to show Wineries that they would be as
insured as possible.
35. Summer 2016
3-D Promotional Giveaways
WINERIES | 67
Wine lovers tend to implement certain tools; certain glassware, certain tools,
etc. And our giveaways are meant to display that. These three products are
specifically giveaways, meant for the wine lovers and users instead of the winery
owners themselves.
The coasters, cheese knives, and wine glasses are all items that my team and I thought
wine lover would like to have and use. And because all of these items are often sold
in sets, I created versions with the logo and the tagline on them. This way, I thought
the wine customers would also get a feel for the face of quality insurance.
36. Summer 2016
3-D Internal Products
WINERIES | 69
Like wine lovers, winery employees use certain tools that aren’t incredibly common.
In addition to the giveaway items, I had an idea to design some items for the owners,
because PHLY doesn’t directly deal with customers anyway. So I designed a corkscrew
and barrels so they have something to remember us by, even when they’re working.
37. Summer 2016
Handouts
WINERIES | 71
During one of our presentation rpactice runs, a member of the audience gave us the
advice of having handouts for the executives. So after discussion the group decided
that a handout would be the best option, 10 Reasons Why on one side and a
summary of the presentation on the other side. I also printed and mounteded 4 sets of
coasters, one for every executive. These handouts gave the audience a show of PHLY
branding for Wineries and Vineyards and an example of our research results and
marketing products.
39. Summer 2016
Page Header
TUMBLR | 75
An image collage was requested for the header of the PHLY Tumblr Blog
( phlysummerassociates.tumblr.com ). Given the images, as well as the dimensions
(2560 x 300 pixels), I formatted them into a collage, keeping in mind to balance the
pictures in terms of PHLY shirts and casual/business casual dresswear.
40. Summer 2016
Word Collage
TUMBLR | 77
From the question ‘Could you give us a word or phrase you would use to
describe your summer at PHLY?’, about 26 answers were provided. From there,
I established a sizing hierarchy based on which words/phrases fit the summer
associate experience best. I made the word bubble PMS 281 and made the copy
white, relating it to the PHLY bell. I lastly placed the question at the base of the word
bubble, making the phrasy PHLY the same color as the word bubble. The rest of the
question was set in black.
42. Summer 2016
Memory Bubbles
TUMBLR | 81
Several interns shared a paragrah of their experience. These selected few are to be
uploaded and shown on the tumblir blog. So to start them off, I laid them out with the
same color scheme as the word collage. And I placed the name of the submitee at the
base, but in the PMS 299.
