PROJECT BOOK

2

INTRODUCTION

3

What you’re about to read is the journey of how Titus International, a small, locally owned surf school, was transformed into Titus Surf, a highly recognized company known for their charitable efforts, friendly staff, and ability to teach anyone how to surf in a positive and uplifting environment.

4

TABLE OFCONTENTS

5

COMPANYRESEARCH

CREATIVEDEVELOPMENT

STYLE GUIDE

FINALDESIGNS

Who is Titus Surf?The GromlettesKey FindingsCampaign Goals

Creative BriefMood BoardsThe New Face of TitusWeb DevelopmentSocial NetworksPrint Development

Logo UsageTextures & BackgroundsColor PaletteTypographyImages

Print CollateralSocial NetworkingMerchandiseRadio AdvertisementWebsiteYouTube Channel

COMPANYRESEARCH

8

WHO IS TITUS SURF?

Troy

Smith“Meat Head”

According to Troy, “Titus is just a simple surf company. We love to surf and share the lifestyle and culture with others. Back in 1999, Titus started out as two boards and a smile, but here we are 14 years later still enjoying what we do best...helping people surf.”

Along with great camps and excellent staff, Titus Surf is known for their charitable efforts. 15% of all profit go to helping those in need. Efforts include community outreach, volunteer work, and international mission trips. This information will also be included in the brochures, on the website, and included with product packaging.

9

THE GROMLETTESTitus Surf’s campaign will be developed to appeal to middle class youth who are interested in surfing as a lifestyle, a culture, and a sport.

Location: South-Eastern coast of Virginia

Age: 8–16 years old

Gender: Male & Female

Interests: Surfing, Skating, Sports

Titus Surf is willing to teach anyone who is able to learn. Titus Surf understands that this audience cannot enroll and participate in these classes on their own. The campaign will also cater to the parents and guardians of their audience.

The target audience for Titus Surf consists mostly of young people. Titus Surf seeks to transform these children into groms, which is surfer slang for “young surfers”.

10

KEY FINDINGS

-Season runs from May 1st to October 1st

-Each instructor is CPR certified

-Titus dedicates 15% of profits to charity

-Titus’ current website is incomplete

-Titus takes missions trips to Costa Rica

-Prices for surf classes are cheaper than most

11

-Rebrand Titus’s identity as an easily identifiable surf company-Raise awareness of the company in their local community-Create platforms for Company/Customer interaction-Develop a clear target audience

CAMPAIGN GOALS

STYLEGUIDE

14

ACCEPTABLE USAGE OF THE TITUS SURF LOGO

PLACEMENT SPACING

COLOR VARIATIONS

VERTICAL

BLACKNORMAL WHITE

HORIZONTAL

STACKED

.5” Top & Bottom.75” Left & Right

.5” Top & Bottom

.75” Left & Right

15

UNACCEPTABLE USAGE OF THE TITUS SURF LOGO

PLACEMENT

COLOR VARIATIONS

VERTICAL

BLUEINVERSE ORANGE NON-BRAND

HORIZONTAL

16

TEXTURES & BACKGROUNDS

All textures and backgrounds must be clearly recognizable as something you would see at the beach such as waves, sand, and shells. The textures above are examples of sand. The examples below are acceptable images as backgrounds as they clearly portray the beach.

17

IMAGES

All images used should portray people having fun in a surfing environment. Children who are surfing should be shown with an instructor nearby in order to communicate safety. Images should be communicate the feel of Titus Surf which is energetic, positive, and fun.

18

COLOR PALETTE

R: 0G: 93B: 255

R: 242G: 126B: 47

R: 96G: 182B: 232

R: 250G: 164B: 28

Pantone7684 C

Pantone7684 C

Pantone2915 C

Pantone2915 C

C: 82M: 64Y: 0K: 0

C: 1M: 62Y: 93K: 0

C: 56M: 13Y: 0K: 0

C: 0M: 41Y: 99K: 0

These colors were chosen for the Titus Surf color palette because they not only express similar colors you see at the beach, but they also communicate Titus’ look and feel. They are soft, vibrant, and express fun, excitement, and positivity.

19

TYPOGRAPHY

These typefaces must be used whenever copy is displayed. Bauhaus 93 is used for Titus Surf’s logo type as well as headlines. Calibri will be used for taglines and general body copy. These typefaces were chosen because they are easy to read and have a styling that work well with Titus’ brand and market sector.

TYPOGRAPHY

20

CREATIVEDEVELOPMENT

21

22

23

FINALDESIGNS

Titus Surf Campaign Project Book

by Jaried Frogosa