• An Exploration of the Importance of Design in Branding

      Hess, Ingrid; Turner, Claire; The College at Brockport (2014-05-15)
      The purpose of this thesis is to explore how good design is used to enhance and communicate a brand’s image. At its core, a brand is a personality. Thoughtful marketing and good design are tools that can effectively communicate that personality. The products, promotions, and experiences that your company presents should resonate with your target audience and illicit an emotional response that matches your brand. My thesis consists of two major sections. The first section is an accumulation of research and personal observations on how brands function in our society today. In this section I will define what a brand is, discuss the importance of design within a brand’s structure, and compare two existing brands to illustrate how design communicates different experiences for consumers. The second portion is an exercise where I have created the entire identity for my own fictitious brand. Using the ideas, concepts, and philosophies I researched in the first section, I created my brand, Beep, Beep! Sweets. Beep, Beep! Sweets is a innovative, fresh company that strives to bring naturally sweet cupcakes to its consumers with its new line of Cupcake Trucks. The design package includes a logo, office pieces, truck materials, promotions, and media platform designs. For each elements I have explained my design decisions.
    • Changing the Face of Beauty, Changing the Rules of Marketing: The Dove Campaign for Real Beauty

      Kaye, Kelly R.; Loria, Anna; The College at Brockport (2015-05-01)
      In September 2004, Dove® launched its Campaign for Real Beauty (CFRB) with the aim of establishing a more inclusive definition of beauty worldwide— one that would eradicate the narrow beauty ideals and standards that deliver a corrupt and self-damaging message to females while setting unrealistic expectations for their physical appearances. For the past 10 years, Dove has employed several phases of the CFRB in effort to pursue its mission of encouraging not only its customers, but the masses, to develop more positive relationships with their physical appearances, elevate their self-esteems, and recognize their self-worth. Over the years, Dove has implemented several phases as a part of the CFRB so as to fulfill its vision and mission associated with empowering women. These efforts include selecting a group of models to represent the brand that were made up of “real” women exhibiting a range of body types, creating and disseminating short films that discredit beauty ideals and promote self-esteem, partnering with nonprofit organizations (NPOs) in order to encourage women worldwide to support their mission, and establishing the Dove Self-Esteem fund to finance its efforts. Critics of the CFRB argue that Dove has been unsuccessful in fulfilling its intended mission, which could be consider demoralized because it is fundamentally motivated by corporate interests and profit gain. Some might consider Dove’s message flawed in the way that it parallels self-esteem with physical appearance, and is promoted by models that could be deemed objectively “physically attractive.” Dove’s parent company, Unilever, has also been accused of undermining the Dove mission through its sexist advertising of the Axe brand. However, this project argues that, despite what could be considered flaws in its execution, the campaign has attained success. Dove has encouraged and generated an ongoing, open, honest, and debatable conversation about females’ relationships with their bodies. The Campaign for 4 Real Beauty is productive in its intention to broaden the definition of beauty and depict “beautiful” as an attainable and unconstrained portrayal of all women, thus increasing self-esteem among female consumers, by encompassing a social mission that extends beyond the scope of advertising, product lines, and profits.