NM II Paper Research

Avenue A | Razorfish
Background
1. an "interactive services firm "
helps companies use internet to better their marketing and thus their business
2. resources = "data, insight-driven design, leading technologies and rigorous optimization"
3. created July 24, 2004 from a merge between:
-Razorfish which was "the largest interactive marketing and technology services firm" and
-Avenue A which was "the largest buyer of online media and search"
4. Clark Kokich = current CEO ("Razorfish's experienced leadership team is composed of senior-level executives in business development, advertising, direct-response marketing, technology consulting, and finance.")

Work
1. well known customers = visa, best buy, dell, ralph lauen, red bull, toyota, nike, microsoft, etc, etc, etc
2. Specific example company case study breakdowns, including challenges posed, how the company solved said challenge, and the impact it had for the company: Red Bull, Visa, Carnival
2. customer example work: Toyota
Pringles
JCPenney
4. 2008 involvement: Internet Advertising Competition, RxClub Awards, AdWeek's Top 5 Digital Design Blogs,AdWeek's Top 5 Digital Design Blogs, AdWeek's Top 5 Digital Design Blogs, Crain's NY Top Consultants, Inspire Awards

Creative Perspective
1. main goal is using their tools and resources to bring their client closer to their audience
2. philosophy = Customer Experience Journey, which consists of 6 sub philosophys:

1. The Internet is essential. 2. Channels must be integrated. 3. Understanding is key to success..

4. Users rule. 5. Creativity and technology must work together. 6. There is always room for improvement.

2. customer process:
-campaigns or sites reflect the knowledge accumulated on company's target audience.
-translate brand online using a "comprehensive team of media planners and buyers, search specialists, designers, rich interface developers, information architects and content strategists"

I'm a Blogger??? (Sam Godin Blog Review)

So one of the first posts I saw on Seth Godin's blog was titled "Where to Begin?" (posted on 3/31/08) and was all about being a blogger. Until class this semester I had not really been exposed to blogging since the inception of "LiveJournal" back when I was in like 9th grade. So of course I was interested in Seth's post about how bloggers tend to think, or at least, how he, as a blogger, tends to think. He explains how there is a dichotomy between loyal blog readers who may have kept up on every post for the past several years, and those "first-timers" who have just happened upon a blog for the first time. With this dichotomy comes the question of who do you write for?... Something quick and new for the loyal or something with history and depth for the first-timer. Reading this post got me thinking that there must be ever more levels and types of people to impress. For example, the "first-timer" could be someone like myself, discovering the world of blogging for literally the first time, or it could be a seasoned blogger who just happened upon one particular blog for the first time. Or it could be someone who followed one blog religiously, but then got a promotion, or a significant other, or something equally time consuming, thus causing them to miss a few months or more of blogging and now what kind of blog they're returning too. The millions of blogs and millions of people out there provide an endless supply of every kind of blogger.
So since this topic interested me I looked at another post, titled Write Like a Blogger (4/7/08), in which Seth gives 9 basic steps on how to successfully write a blog. Again, I was intrigued that there was actually a process to writing a blog, let alone one that someone thought to give instructions. On the other hand, with the amount of blogs out there, a good amount are definitely not written well. Seth brought up several good points, that although sometimes seemed obvious and basic, were well thought out and would contribute the success of one's blog overall. So from all of this reading and writing on, in, and about blogs I realized that I too am now a blogger. And despite the fact that this may be a short lived venture for class, I hav definitely rediscovered the world of bloggers and am now equipped to properly visit, rate, an enjoy any blog.

Review of "NussbaumOnDesign" Post

So I was sifting through the categories on Bruce Nussbaum's Business Week design blog, NussbaumOnDesign, trying to pick out a post, when one caught my eye. As a Target "Team Member" (a.k.a. employee) for 2 summers, I have always found the inner working of the the Target creative team intriguing; so I decided to investigate Nussbaum's category on target design. There was in fact only one post, titled Target is a great design innovator; in which Nussbaum discusses Target's ability to "really get design." He cites their commitment to reinventing and redesigning new products, specifically their improved medicine bottles. Although I have seen and handled their medicine bottles I never contemplated where they originated. Nussbaum informs his readers that the design came from a student at New York's School of Visual Arts, named Deborah Adler who was connected to Target through the AIGA. I have to agree with Nussbaum, who feels that Target's attention to students and new graphic designers is one thing that puts them ahead of the game. Corporation shouldn't discount students and young people just because of their lack of experience. Of course designers with age and experience are definitely valuable, but one might miss out on innovative ideas from new designers; after all, creativity isn't based on experience.

Beginning Logo Designs

This is the current logo for Zappos.com, the website I am redesigning.

This is my first, and most favorite idea. It's just a rough design using a web image and a regular font, but it conveys the direction I want to go towards.








After deciding that the first design was maybe a bit too sophisticated for the Screenager generation, I tried to go for a younger appeal. By incorporating shoelaces I thought I could get a younger look, while still maintaining the focus of the website.




After realizing that the shoelace design was not going easily read and was a little boring, I decided to still go with a younger look, but a bolder design. This is the final logo design I decided on. I think the bright, bold colors will attract the Screenager generation, but I was still able to incorporate the footprints to tie in the whole basis of the website.

Re-Design Reference Sites

Here are the five sites I chose to use as references for my Zappos.com website redesign:

Yahoo.com
When I asked my suitemate Michelle which site she enjoyed visiting, this is the one she chose. She said she liked this site because there was a wealth of information that was organized well.

CosmoGIRL.com
When I asked my other suitemate Alex which site she enjoyed visiting, she choose this one.
She said she liked all the bright colors and pictures because it make the site easier to navigate.


Nike.com
I chose this site because it is a shoe site that successfully appeals to both men and women. I especially liked that the site had a minimalist appeal with a large amount of graphics.

OldNavy.com
I chose this site because it has a clean, simple design accented by a basic color pallette. The OldNavy logo is subtled repeated in the muted gray-blue of the background, that also helps the bright blue and yellow stand out.

Fredflare.com
I really liked the multitude of bold, solid colors on this site. There's a lot of information and color, but by using colors of the same tone and only contrasting them with black and white it still appears organized.

Website Re-Design

I have chosen to re-design Zappos.com, to make it more appealing to today's demanding show shoppers. Zappos.com offers high-end shoes at a discounted price, but the website looks too "cheap" itself to properly attract avid buyers. I would like to give the over crowded, informal, unpolished site a cleaner, bolder, and more accessible appearance that will contribute to a better shopping experience.

Screenager/Gen. Y/ Gen-Next/Millenial/A What??

Prior to having to research the term "screenager" I had never realized my generation had a name, let alone had been given a description, and was being researched, discussed, and analyzed by the other generations at large.
Here are a few sites that give a general overview of what exactly "we" are:
Wikipedia's definition of a Screenager
Wikipedia's defintion of Generation Y
ScreenagerCentral.com's definition of a Screenager
TechEncyclopedia.com's defintion of a Screenager

Also, here are some articles analyzing and educating the masses on our generation:
USA Today: "Generation Y: They've arrived at work with a new attitude"
Business Week: "Generation Y"
NY Times: The Lives of Teenagers Now: Open Blogs, Not Locked Diaries

I have to say the the definitions are pretty accurate; citing our constant need to be connected to anything and everything is multiple ways, at multiple times. The articles also made me see that we are a new generation with different views, styles, needs, and opinions... and that since we seem determined for it all the be done our way, maybe the world is having trouble adapting to us.