COLLABORATION
Improving Through Perspectives
Recognizing the invaluable contributions of Gen X women and their often-overlooked perspectives (Shoenthal, 2022; World Economic Forum, n.d.), the Mandy Madison ECHO Tour identified this demographic as its target consumers.
In the live session discussion, classmates questioned this focus on a female demographic. They explored the pros and cons of limiting the demographic to females. Some brands, including musical acts, tailor their marketing messages to target a predominantly female demographic without excluding males to hone their messaging and brand strategies.
However, Mancini (2024) points out that Gen X women are the top income earners when compared with other age ranges, yet frequently find themselves neglected by both brands and broader societal narratives (Avenue, 2017).
Despite their significant purchasing power and influence, Gen X women have historically been underrepresented in marketing and media. The ECHO Tour is a response to this gap, creating a platform that not only celebrates their achievements but also amplifies their stories, ensuring they receive the attention they deserve.
Based on research cited and instructor feedback, and 15+ years of industry experience in marketing and public relations, the decision to target Gen X women for the ECHO Tour remains unchanged. Trusting the studies, articles, personal experience in marketing and public relations, and the instructor is the right decision.
In analyzing the target market's needs, Felton's Array of Needs (2013) determines the most relevant needs of target consumers. It is essential to recognize that older women must be perceived as sexually relevant (Peterson, 2024). Maslow's Hierarchy of Needs and Robert Settle and Pamela Alreck's comprehensive list of consumer needs acknowledge the need for sexuality.
Settle and Alreck elaborate on "Sexuality" as the necessity to establish and develop one's sexual identity and to feel sexually attractive. This need emphasizes the importance of recognizing and addressing the sexual relevance of older women in marketing and societal contexts.
However, in the weekly live session, this was further explored. In working through the research and rationale, referring to Felton, the instructor felt that relevance was a better fit than sexuality.
The instructor's recommendation was weighed and reinvestigated through the lens of research. Relevance, as defined by Felton (2013), is ultimately a better choice for the brand, and the need statement was reworked to focus on the need for "Recognition" that fuels the desire to be seen as attractive as one ages (Shoenthal, 2022). The consumer does not want to be defined by her age but by her relevance (Avenue, 2017).
The original Onlyness Statement for the tour was:
The Mandy Madison Echo Tour is the only nationwide crossover concert tour provider celebrating Gen X women's powerful voices and unique experiences. Gen X women navigated the shifting landscapes of culture, technology, and society, yet other generations often overlook or overshadow them. Gen X women will enjoy empowerment and regard as they identify with and embrace the tour's theme. Through music, storytelling, and shared experiences, the Echo Tour aims to give Gen X women the recognition and relevance they deserve. It is a space where their voices can echo loudly and proudly, resonating with authenticity and empowerment.
During the live session, the instructor noted that the content could have been more marketing-focused and verbose. The directive was to simplify the language and eliminate the promotional tone.
The revised Onlyness Statement based on feedback is:
The Mandy Madison ECHO Tour is the premier nationwide crossover concert series celebrating Gen X women's powerful voices and unique experiences. Through a blend of music, storytelling, and shared experiences, the ECHO Tour aims to give Gen X women the recognition and relevance they deserve.
A series of taglines were suggested as possibilities to capture the essence of the brand:
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Live Loud
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Be Heard
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You…Only Louder
Among these, "You…Only Louder" was discussed during a live session as having significant potential. It was noted that this tagline could be versatile, quickly adapting to various aspects of the brand, such as "You…Only Smarter," "You…Only Bolder," and more. This adaptability makes it a strong candidate for encapsulating the brand's mission to amplify the individuality and strengths of its audience.
However, a classmate proposed "Get Loud" as an alternative, which resonated more with the 1980s personality and brand voice. Using a simple imperative statement, "Get Loud" embodies a sense of empowerment and action. This tagline is not only direct and impactful but also flexible in its application, capable of being interpreted in multiple tones—whether sarcastic, commanding, triumphant, or otherwise. This versatility ensures it can engage and inspire the audience in various contexts, making it a robust choice for the brand's messaging.
The initial texture elements included wood, leaves, and concrete. However, during the live discussion, classmates and the instructor agreed that these elements did not align with the brand's identity. The simplicity of neon was identified as a crucial element, serving as a bridge between the 1980s and modernity (Gokcen, 2024), and thus, it was retained.
Additionally, there was consideration of incorporating greenery as a pattern into the brand as a modernizing touch. However, this idea was abandoned upon further self-evaluation as it strayed too far from the era's aesthetic. The final decision was to maintain a cohesive and authentic representation of the brand's 1980s influence while ensuring it resonates with contemporary audiences.
Feedback from the instructor led to using AI to create an image of Mandy during the mood board development for the Mandy Madison ECHO Tour. Initially, the mood board was deemed detailed and vibrant but needed more breathing room. Peers noted that this lack of breathing room made the design feel cluttered. After carefully considering this feedback, adjustments were made to enhance the overall layout.
More negative space was added around the central image, creating a balanced and visually appealing composition. These changes improved the aesthetic and aligned more closely with the desired look and feel of the tour's branding, ensuring that the Mood Board effectively conveyed the essence of Mandy Madison and her tour.
The design brief predetermined that the logo must include the full name of the tour and the artist. Work was done considering best practices for wordmarks combined with an image. The sketched logos developed were tested informally with fifty Gen X women using social media. Respondents selected the top three designs that best fit a concert tour covering 1980s hits. These results added designs 7, 14,
and 26 to the list for further refinement and exploration.
Comments from this survey noted the appreciation for designs that
were easy to read and had solid geometric elements.
The review commenced of the sketched logos during the live sessions with peers and the instructor. In this critique, there was agreement on designs 7 and 14 having potential for further refinement. The group discussed designs 10 and 26 as potentially problematic regarding scalability. Peers suggested working with varying line thicknesses in these designs, and we also raised the question of whether these lines matched the mood board lines identified for the brand.
The review commenced of the sketched logos during the live sessions with peers and the instructor. In this critique, there was agreement on designs 7 and 14 having potential for further refinement. The group discussed designs 10 and 26 as potentially problematic regarding scalability. Peers suggested working with varying line thicknesses in these designs, and we also raised the question of whether these lines matched the mood board lines identified for the brand.
The logo sketches underwent a thorough assessment following an extensive review of research sources, peer feedback, and insights from focus groups. During this self-assessment phase, each sketch was re-evaluated meticulously. Paget (2020) outlines five critical tips for logo refinement and development, which were rigorously applied to determine the most promising designs to advance. Additionally, Shukla (2023) emphasized the importance of considering potential color applications early in the design process, a recommendation that was integrated into our evaluation criteria.
Ultimately, each logo was scrutinized for its versatility, ensuring it could adapt seamlessly across various brand assets to maintain cohesive brand representation. The conversion of logos to vector format was a critical step, facilitating more effortless scalability and expanded color options. This vectorization process also allowed for the refinement and correction of sketched lines and weights, ensuring the final designs were polished and professional.
Three logos emerged from the six sketches for further refinement and consideration. Each was created in Adobe Illustrator and Photoshop during vector production. These programs provided different ways to manipulate the vectors to determine a series of refinements that would create balance, hierarchy, and overall visual interest. Peer feedback was instrumental in guiding these refinements, ensuring the designs met the
desired standards.
In developing "What is in a Name," multiple iterations were created to achieve a layered effect for the artist's name. The tour name was illustrated in various weights, positions, and perspectives (Paget, 2020). Peer feedback highlighted issues with readability, which print tests confirmed could only be successfully achieved with full color. While this effect may work for stage elements or promotional materials, it proved ineffective as a logo.
In working with "Neon Light," iterations were attempted to move the M's closer together and tighten the circle. Peer feedback pointed out that these changes did not allow space for the design to breathe, and the M's came to resemble teeth. Based on these observations, this logo was removed from consideration.
For "Dimensions," the scalability challenge was addressed by refining the logo (BrandVillage, 2023). Several lines were removed, and the line weights were adjusted to give energy and a sense of motion. Peer feedback played a crucial role in these adjustments, especially in working though the refinement of the rotating triangle. Ultimately, peer and instructor feedback led to the commitment to refine this logo for final logo.
The final logo represents the best of each design iteration and removes unnecessary elements. The outer triangles were given rounded edges to match the rounded neon tubes in the Kosan font, a change recommended by the instructor that adds femininity and complements the font. The inner triangles retained sharp edges to add visual interest and harken back to the 1980s aesthetic. Peer feedback highlighted the effectiveness of this contrast, as the triangles echo one another to visually represent the tour name and have a rotation to add energy and movement. Using retro typography and color has proven successful (Arvin, 2024), evoking memories and creating strong consumer bonds.
Based on peer suggestions, a secondary logo was created without the text to be used when the brand name appears elsewhere on the asset.
The Dimensions logo uses various line weights and angles to craft a unique brand identity. Instructor and peer feedback were integral in refining the design. The triangles were detached and manipulated at different angles until a cohesive design emerged. Transitioning the innermost triangles to solid fills rather than outlines solidified the final look.
Referencing 1980s art, which both peers and the instructor suggested, reinforced the choice to use a mix of solid and outlined triangles, incorporating the four primary brand colors in the full-color version of the logo.
In self-evaluation, the tertiary logo "snap" was developed for instances when the primary logo was too large to be used, ensuring versatility across different formats and sizes.
In designing the business assets, the elements of 1980s culture were incorporated. The business cards were designed to resemble cassette tapes, folders were crafted to look like VHS tape covers, and Trapper Keepers inspired the envelopes. These nostalgic designs aimed to evoke a sense of nostalgia and capture the vibrant essence of the era. The feedback was overwhelmingly positive upon presenting these designs to peers and the instructor. However, concerns were raised regarding potential copyright issues with the Trapper Keeper design and the practical challenge of addressing envelopes with a heavily saturated background.
These concerns were valid and prompted a thoughtful redesign. The design mimicked the Trapper Keeper font, and the name was changed to "Triangle Keeper" to address the copyright issue. Additionally, they relocated the primary design from the front to the back of the envelope. This adjustment allowed the front of the envelope to remain uncluttered and suitable for addressing. Meanwhile, the back featured the iconic design, enhanced with additional nostalgic elements like stickers, further enriching the 1980s theme. These changes ensured the designs were legally sound and functionally practical while maintaining their retro appeal.
In developing the Brand Playbook, section names were selected from song titles to align with the brand's musical theme. When these selections were presented to peers and the instructor, a discussion arose about the rationale behind choosing these specific song titles. It became evident that the connection to music alone was insufficient to justify their inclusion. This feedback prompted a deeper consideration of how the tour and the brand could integrate song titles more meaningfully.
The song selections were re-evaluated to create a more cohesive narrative. The modifications to the tour description feature songs Mandy would cover on her upcoming album. This approach drew inspiration from Dolly Parton's recent "Rockstar" album (Young, 2024), where iconic 1980s hit songs were reimagined. The tour gained a more precise thematic direction by focusing on 1980s songs that fit the overall brand. This adjustment strengthened the connection between the song titles and the brand. It enriched the storytelling aspect of Mandy's ECHO Tour, creating a more engaging and coherent experience for the audience.
When presenting the first draft of the Brand Playbook during the live session, peers recommended modifying the Liner Notes/Brand Story section by knocking out the text from the singing Mandy Madison image—this suggestion aimed to create a cleaner, more visually appealing layout. Additionally, the instructor advised using a full-bleed design to achieve a more professional and polished look. These recommendations were carefully considered and implemented in the subsequent revisions.
The development process of the Mandy Madison ECHO Tour's branding assets underscored the immense value of collaboration. By integrating feedback from peers and instructors, the project benefited from diverse perspectives and expertise, leading to more refined and impactful outcomes. Collaborative efforts ensured that every design decision was carefully considered and improved upon, from the intricate details of the logo refinements to the broader thematic connections in the Brand Playbook. This collective approach enhanced the quality and coherence of the final deliverables and fostered a creative environment where ideas could flourish. Ultimately, the collaboration demonstrated that combining different viewpoints and skills results in a stronger, more compelling brand identity.
References:
Arvin, L. (2024, June 22). Logo design trend: Nostalgia and historical-inspired logos. Kreafolk.https://kreafolk.com/blogs/articles/logo-design-trend-nostalgia
Avenue, N. (2017, November 7). How marketers badly misunderstand older female consumers. Forbes. https://www.forbes.com/sites/nextavenue/2017/11/07/how-marketers-badly-misunderstand-older-female-consumers/?sh=56a952a4a2fa
BrandVillage. (2023, December 24). Importance of scalability in logo design. https://brandvillage.com.au/importance-of-scalability-in-logo-design/#:~:text=Scalability%20is%20one%20of%20the,your%20presence%20in%20the%
Dodhia, Z. (2024, January 17). Do's and don'ts of wordmark logos. DesignMantic. https://www.designmantic.com/blog/dos-donts-of-wordmark-logos/
Felton, G. (2013). Advertising concept and copy (3rd ed., pp. 26-31). W.W. Norton & Company
Forstall, M. (2021, June 17). Marketing to Gen X women - it's not that complicated! GenXWoman. https://igenxwoman.com/marketing-to-gen-x-women-its-not-that-complicated/
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Gokcen, S. (2024, February 7). Neon colors: illuminating fashion trends. Fashion Trendsetter. https://www.fashiontrendsetter.com/v2/2024/01/07/neon-colors-illuminating-fashiontrends/#google_vignette
Kay, K. (2019, September 5). Proper self-evaluation of your design projects. Yourstory.com. Retrieved July 9, 2024, from https://yourstory.com/mystory/proper-self-evaluation-of-your-design-projects
Mancini, J. (2024, May 22). Gen X, dubbed 'America's forgotten middle child,' boasts highest household income. Yahoo Finance. https://finance.yahoo.com/news/gen-x-dubbed-americas-forgotten-171511088.html
Paget, I. (2020, October 21). 5 tips for refining, perfecting & finessing a logo. Logo Geek. https://logogeek.uk/logo-design-tips/refining-perfecting-finessing/
Peterson, B. (2024, January 16). Brands find a new way to reach many consumers: Older women. MSN. https://www.msn.com/en-us/news/technology/brands-find-a-new-way-to-reach-many-consumers-older-women/ar-AA1n33mS
Shoenthal, A. (2022, November 9). Why Gen-X women will not be aging quietly. Forbes. https://www.forbes.com/sites/amyschoenberger/2021/10/07/why-gen-x-women-will-not-be-aging-quietly/?sh=6891e14c2b6b
Shukla, H. (2023, September 8). The psychology of color in design: A comprehensive guide. Medium. https://harshshukla12.medium.com/the-psychology-of-color-in-design-a-comprehensive-guide-28ed352a2a0b
Young, A. (2023, May 9). Dolly Parton’s Rockstar: Insane Tracklist, Cover Art Revealed. Consequence. https://consequence.net/2023/05/dolly-parton-rockstar-tracklist-release/