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ADVANCED
CARBON
SYSTEMS
DESIGN PROPOSAL
presented by
.net
dragonfly
design studios
Madeline Meeker, Designer
Prepared for VCD468-0605A-01 Senior Project
Professor: Grace Dai
American InterContinental University
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
December 8, 2006
Dragonfly Design Studios
94 John Shults Rd
Saugerties, NY 12477
Advanced Carbon Systems
304 Blue Mountain Road
Saugerties, NY 12474
Dear Roger:
Attached please find a comprehensive proposal of deliverables for your company, Advanced
Carbon Systems.
We are confident that you will find this plan to include everything necessary to increase brand
awareness in your community and in the odor control industry.
The purpose of this proposal is to give you a detailed and thorough layout of our plan for the
design of your logo, web site, stationery (letterhead/envelopes/business cards), magazine ads and
merchandising products promoting your latest products. You can feel confident in your decision
to hire Dragonfly Design Studios to fulfill all your company’s graphic design needs.
Please feel free to contact us at any time if you have questions.
Sincerely,
Madeline Meeker
Dragonfly Design Studios
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
PROJECT PROPOSAL
Advanced Carbon Systems specializes in the design and manufacture of carbon based odor
control systems. With over 12 years experience in the odor control industry, they have steadily
grown and expanded their products. They pride themselves on the ability to handle any odor
control need, from the smallest residential septic vent pipe to the largest sewage treatment plant.
Some of the other areas of odor control that Advanced Carbon Systems works toward eliminating
is at lift stations or pump stations, industrial facilities, landfills, and food processing plants.
Unlike most carbon companies, their primary business is not the sale of bulk carbon. Their focus
is on the design and manufacture of quality systems that feature low total cost of ownership. All
ACS Systems are designed to maximize carbon life and minimize energy consumption.
They achieve this by engineering each system to operate at low superficial velocity, which
minimizes pressure drop. This results in significant energy savings over the life of the product.
ACS incorporates pre-filters, when necessary, to eliminate contaminants such as grease aerosol,
water droplets and dust from the air stream prior to entering the carbon filter. This maximizes
carbon life and saves money.
They specialize in odor control applications. This is their focus and area of expertise. They offer
comprehensive on-site testing and evaluation prior to the installation, and they will customize the
design to best meet any particular needs.
Advanced Carbon Systems currently manufactures four different models of their carbon based
systems:
•
•
•
•
P-series
F-series
Nodor manhole odor eliminators
Vent pipe filter
They also offer integrated systems that combine the best that they have to offer to handle high
concentration applications.
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
COMPETITION
The competition is strong but not overwhelming in the field of Odor Control Technologies.
Carbtrol Corp, http://www.carbtrol.com/odor_control.html, is one of the competitors who
also specializes in carbon based systems, their focus being on some of the same areas as ACS,
for removing hydrogen sulfide, VOC’s and other unwanted odors at some of the same types of
facilities. Calgon Carbon Corporation, http://www.calgoncarbon.com/products/engineered/odor.
html, is another of their competitors. Advanced Carbon Systems would like to set themselves
apart from the rest of the industry. They focus more on the systems that they manufacture instead
of just the sale of bulk carbon and they are building a strong customer base with their strong
environmentally friendly philosophy.
In order do continue their growth in the field and set themselves apart from the competition,
Advanced Carbon Systems would hire Dragonfly Design Studios to develop a strong visual
identity and launch a campaign that would achieve their goals.
We will launch a website that will show off the best that Advanced Carbon Systems has to offer.
The strong identity will be incorporated in every aspect of its design and advertising. We will
design a logo and color palette that will be synonymous with ACS. The full color magazine
advertisement will be visible to the target market that will be identified. To make this identity
reach the highest possible numbers, we will also create a design to be used on merchandising
products to give away at trade shows and at presentation meetings.
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
TARGET MARKET
In New York State, the Department of Environmental Protection, DEP, runs 14 sewage treatment
plants that together treat around 1.3 billion gallons of sewage each day, and the agency also
employs a fleet of boats that are used to monitor the waters and the shoreline for water quality
and sources of pollution.
This is just one area where there is a need for the products and services that Advanced Carbon
System provides. The list is long and as long as there are offensive odors there will be a need to
control them.
Advanced Carbon Systems target demographic is anywhere that there is a need for odor control,
be it large scale sewage treatment plants or single family residential homes., and anywhere there
is a manhole cover emitting offensive odors in the vicinity of a person to smell it. In other words,
they have a product that is in demand. Anyone living near a sewage treatment plant would benefit
from their products and services.
With a effective quality product and a strong corporate identity, they will continue to grow in the
field of Odor Control Technology.
Building a strong Corporate identity is where Dragonfly Design Studios steps in. Their experience
and talent in the graphic design industry will ensure success for the identity development of
Advanced Carbon Systems. Utilizing multiple personnel and all the necessary tools available,
DDS will meet all design needs within this proposal within the budget outlined in the business
plan.
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
DESIGN COMPONENTS
The following components will be included in the development of Advanced Carbon Systems
visual identity:
LOGO
The logo design will include a full color version whose color palette will be used for
consistency in web design and any color documentation.
HEAVY COMPONENT
•
Web Site (with six working pages)
. Home page: including a short description of what type of company Advanced
Carbon Systems is.
. Products page: this will include a picture and brief description of each product
offered by ACS.
3. P-Series page: detailed description of the P-Series system
4. F-Series page: detailed description of the F-Series system
. Manhole cover page: detailed description of the manhole cover
6. Vent Pipe Cover page: detailed description of the vent pipe cover
7. System Integration page
8. Contact Us page
LIGHT COMPONENTS
•
•
•
Stationery system - Will include letterhead, envelopes and business cards that will have a
consistent design theme based on the logo design and color scheme chosen.
Full color advertisement (magazine) - This ad will be in full color and designed for full
page advertisement in specialty magazines
Merchandising products - Tote bags and coffee mugs will be designed for giveaways at
trade shows and presentations. A company T-shirt and hat will also be designed.
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
TIMELINE
Week one:
•
Meet with representative of Advanced Carbon Systems and discuss the clients needs. Go
over design challenges.
•
Perform an in depth research of the market and define the target audience
•
Define design components to solve clients design challenges
•
Prepare a comprehensive design proposal and business plan based on research findings
•
Develop a realistic timeline
•
Present client with comprehensive proposal and business plan including contracts
•
Meet with client to discuss proposal and business plan and sign contract
•
Receive initial payment for services, which will amount to 1/3 of total project cost
•
Schedule and meet with personnel to go over plan
•
Start the brainstorming process
Week two:
•
Develop logo/color palette/font choice for client
•
Submit multiple logo versions for clients review
•
Make any changes to logo design based on clients input and suggestions
•
Finalize logo design
•
Submit initial web design concepts
•
Schedule photographer to take photos of existing odor control systems on site
•
Schedule print shop to work on stationery/brochures/t-shirts and merchandising items
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
Week three:
•
Submit revised web design pages
•
Submit initial design concepts for stationery
•
Make revisions to designs as per client, if necessary
•
Submit final stationery design to printer
•
Submit initial design concept for full page magazine ad
Week four:
•
Work on merchandising products (t-shirts, coffee mugs, pens, etc)
•
Schedule photographer for magazine ad photo shoot, on location at vendor sites
•
Meet with client to review photos from photo shoot
•
Submit proof of magazine ad to client for review
•
Finalize magazine ad
•
Review stationery proofs from printer
•
Approve final proof of stationery
Week five:
•
Final inspection on all printed materials, making changes where necessary
•
Confirm printing schedule
•
Finalize Web design
•
Publish web site
•
Receive final payment from client
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
PERSONNEL
The following personnel are required to complete this project within the timeline and budget
needs:
•
ART DIRECTOR - needed to work with client, develop design style and oversee the
developmental process in all areas of the design project
•
ASSISTANT TO THE ART DIRECTOR - Work closely with Art Director to keep
communication with vendors. Reports directly to Art Director.
•
WEBSITE DESIGNER - This individual will work closely with the Art Director and be
responsible for the design and publishing of the website.
•
GRAPHIC DESIGNER/ILLUSTRATOR - Responsibilities include finalizing
approved sketches and design concepts for the brochure, magazine advertisement and
merchandising materials.
•
COPYWRITER - Will work with design team and client to write the necessary copy for
the full page magazine advertisement and future brochures.
•
PHOTOGRAPHER - Will go on location to sites that have clients systems already
installed to take photographs for brochure and magazine ad.
MATERIALS
The production materials needed for this project will include but may not be limited to the
following:
•
•
•
17 “ MacBook Pro
Adobe Creative Suite CS2
Macromedia Studio 8
Other materials necessary will be provided by vendors hired for the printing of brochures,
advertisements and merchandising. These materials will be inspected by Dragonfly Design
Studios for quality.
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
BUDGET
Personnel/Service
Cost
Art Director
$65/hr x 100 hrs
$6500.00
Assistant to the Art Director
$25/hr x 100 hrs
$2500.00
Graphic Designer/Illustrator
$60/hr x 150 hrs
$9000.00
Copywriter
$35/hr x 80 hrs
$2800.00
Photographer
$3200/day plus expenses
$3800.00
Models
for magazine ad, national
campaign, purchase rights
$3500.00
Logo design
$3000.00
Stationery System
Letterhead/envelopes/cards
$8000.00
Web site design
Design and publishing
$20000.00
Magazine Advertisement
Full page, special interest,
1 yr, national campaign
$10000.00
Merchandising products
T-Shirts (1000 - 3 color 1 side) $1000.00
Pens, buttons, bags (for trade $3000.00
show handouts)
Brochure
design and printing fees for
1000 copies, 3 color, 4 panel
$12000.00
Total Project Cost
$85,100.00
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
10
DESIGN STYLE
After a considerable amount of research and brainstorming, the design style that I feel best suites
the image that Advanced Carbon Systems would like to convey is a combination of contemporary
styles. The company is in the technology field, so a fresh, modern look to inspire a sense of clean
air is what we’re after.
Advanced Carbon Systems focus is on the odor control technology industry and is welcomed in
the community. They are an environmentally friendly company with a desire to strongly convey
that in their logo and all designs to follow.
Dragonfly Design Studios will work diligently to take all the wishes of the client into
consideration during the design process.
INSPIRATION
During my research I came across the following logos with the look and feel of the style I am
looking for in Advanced Carbon Systems.
The color blue in this
logo successfully conveys
the fresh look we are
searching for.
I like the lines in this
logo,
I like the way the font
and the size of the
company name stands
out.
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
11
COLOR PALETTE
c: 77 m: 32 y: 1 k: 1
c: 63 m: 57 y: 56 k: 33
c: 70 m: 68 y: 64 k: 75
TYPEFACES
Logo font - Bank Gothic Medium BT
Stationery font
• bodycopy - Minion pro
• headers - Myriad
TAGLINES/SLOGANS
Putting a lid on offensive odors
Eliminating odors big and small
Breathing never felt so good
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
12
LOGO DESIGN
Ultimately, we felt that emphasizing the main focus of the company, which is carbon, to
successfully convey the essence of who they are. Taking the squares from the manhole cover and
placing them into the letter O in carbon would add the technical and contemporary look that we
are after. The lines tie the name together and the colors successfully give it the fresh, clean look.
We feel that this is the most successful design and would be successful for Advanced Carbon
Systems in their pursuit of a strong identity.
ADVANCED
CARBON
SYSTEMS
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
13
BUSINESS STATIONERY
ADVANCED
CARBON
CARBON
ADVANCED
304 Blue Mountain Road
Saugerties NY 12477
[email protected]
p (555) 555-5555
f (555) 555-5555
SYSTEMS
SYSTEMS
ADVANCED
CARBON
SYSTEMS
123 Main Street Saugerties NY 12477
Roger Rekeem, President
[email protected]
p (555) 555-5555
f (555) 555-5555
business card
304 Blue Mountain Road Saugerties NY 12477 • [email protected] • p (555) 555-5555 • f (555) 555-5555
letterhead
ADVANCED
CARBON
SYSTEMS
1 2 3 M a i n St re e t S a u g e r t i e s, N Y 1 2 4 7 7
B re a t h i n g n eve r f e l t s o g o o d
envelopes
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
14
FULL PAGE ADVERTISEMENT (trade magazines)
ADVANCED
CARBON
SYSTEMS
Call 555-555-5555 today for a free consultation
and learn how you can make the air around you
breathable again.
Be sure to visit us at www.acs.com
Breathing never felt so good
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
15
WEB SITE (home page)
Home page
Go to the following link to see the web site live...
http://www.dragonflydesignstudios.net/ACS/index.html
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
16
WEB SITE (products page)
Products page
Go to the following link to see the web site live...
http://www.dragonflydesignstudios.net/ACS/Products.html
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
17
WEB SITE (P-Series page)
P-Series page
Go to the following link to see the web site live...
http://www.dragonflydesignstudios.net/ACS/Pseries.html
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
18
WEB SITE (F-Series page)
F-Series page
Go to the following link to see the web site live...
http://www.dragonflydesignstudios.net/ACS/Fseries.html
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
19
WEB SITE (NØDOR page)
NODØR page
Go to the following link to see the web site live...
http://www.dragonflydesignstudios.net/ACS/Nodor.html
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
20
WEB SITE (Vent pipe page)
Vent pipe page
Go to the following link to see the web site live...
http://www.dragonflydesignstudios.net/ACS/Ventpipe.html
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
21
WEB SITE (Contact Us page)
Contact Us page
Go to the following link to see the web site live...
http://www.dragonflydesignstudios.net/ACS/Contactus.html
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
22
MERCHANDISING PRODUCTS
ADVANC
CARBON
ED
SYSTEM
S
ADVANCED
CARBON
ADVANCED
CARBON
SYSTEMS
SYSTEMS
ADVAN
CARB
ON
CED
SYSTEM
S
ADVANCED
CARBON
SYSTEMS
Avalable in a variety of colors
ADVANCED
CARBON
SYSTEMS
ADVANCED
CARBON
SYSTEMS
ADVANCED
CARBON
SYSTEMS
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
23
BROCHURE (4 panel 11 x 17 tablet) - preliminary stage
ADVANCED
CARBON
SYSTEMS
Advanced Carbon Systems
304 Blue Mountain Road
Saugerties, NY 12477
Tel (866) 834-5674
Fax (845) 247-0441
Back cover
Front cover
F-Series
NØDOR
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Ex eugue dit nibh elit inibh euipsumsan ut dolesenit augiam
acilit veril inisisi.
Ut nonulla facing exero od dit veliqui psustrud magna aliquis
nulla facidui psuscin vent ut wis eugue min henit ut ex ecte
velenim zzrillandit ad min volorpe rcipsusci esequat. Ut nonsequam zzriurem eu feuipit ut augiamet dolobore modolobor
suscini atinim inim dolessed euis nim volortio commolorerit
prat.
Quat er aliquat augiam nim dolortie mincinci tin henismodo
euguerit ad essi blamet ipissenim uatio dolis lit vendignis am,
cor susto od tat nonsed dolorper sum quam exeraesto
odionulla at del ulluptat alit at. Ut eliquat, cortie molorper alisl
utpat. Bor sequatis nulput incing et irillaor sismodolum zzrit la
Duisciduis euisit, quisi.
Ex eugue dit nibh elit inibh euipsumsan ut dolesenit augiam
acilit veril inisisi.
Ut nonulla facing exero od dit veliqui psustrud magna aliquis
nulla facidui psuscin vent ut wis eugue min henit ut ex ecte
velenim zzrillandit ad min volorpe rcipsusci esequat. Ut nonsequam zzriurem eu feuipit ut augiamet dolobore modolobor
suscini atinim inim dolessed euis nim volortio commolorerit
prat.
Quat er aliquat augiam nim dolortie mincinci tin henismodo
euguerit ad Duisciduis euisit, quisi.
Ex eugue dit nibh elit inibh euipsumsan ut dolesenit augiam
acilit veril inisisi.
Ut nonulla facing exero od dit veliqui psustrud magna aliquis
nulla facidui psuscin vent ut wis eugue min henit ut ex ecte
velenim zzrillandit ad min volorpe rcipsusci esequat. Ut nonsequam zzriurem eu feuipit ut augiamet dolobore modolobor
P-Series
acilis num nit nim venis eugue tatie er ipit,
veliquatie mincidu iscinci liquip etue
minciduipit eros alit eugait atumsan henim
endio dolum irit veliquat nullupt atumsa
euguerit ad essi blamet ipissenim uatio
dolis lit vendignis am, cor susto od tat
nonsed dolorper sum quam exeraesto
odionulla at del ulluptat alit at. Ut eliquat,
cortie molorper alisl utpat. Bor sequatis
nulput incing et irillaor sismodolum zzrit la
Inside left
Vent Pipe
Duisciduis euisit, quisi.
Ex eugue dit nibh elit inibh euipsumsan ut dolesenit
augiam acilit veril inisisi.
Ut nonulla facing exero od dit veliqui psustrud magna
aliquis nulla facidui psuscin vent ut wis eugue min henit ut
ex ecte velenim zzrillandit ad min volorpe rcipsusci
esequat. Ut nonsequam zzriurem eu feuipit ut augiamet
dolobore modolobor suscini atinim inim dolessed euis nim
volortio commolorerit prat.
Quat er aliquat augiam nim dolortie mincinci tin henismodo euguerit ad aliquis nulla facidui psuscin vent ut wis
eugue min henit ut ex ecte velenim zzrillandit ad min
Inside right
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
24
Proposal and Business Plan Acceptance Contract
Client:
Advanced Carbon Systems
304 Blue Mountain Rd
Saugerties, NY 12477
Designer:
Dragonfly Design Studios
Main Street
Paris, TN
Advanced Carbon Systems accepts this proposal and business plan for designing and delivering
the components outlined in this plan and agree to pay Dragonfly Design Studios $85,100.00 in
two installments. The first payment of one-third the total amount will be due at the time the final
contracts are signed. The remainder of total amount due will be paid upon completion of the
project by the end of the fifth week.
Signature: _______________________________________________ Date: ______________
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
25
REFERENCES:
Love, S (2003). Graphical Artists Guild Handbook of Pricing & Ethical Guidelines. New York, NY:
Graphical Artists Guild, Inc.
(2006). Carbtrol. Retrieved November 18, 2006, from Odor Control Systems Web site: http://
www.carbtrol.com/odor_control.html
(2006). Engineered Systems. Retrieved November 16, 2006, from Calgon Carbon Corporation
Web site: http://www.calgoncarbon.com/products/engineered/odor.html
(2006). Wastewater treatment. Retrieved November 16, 2006, from Department of Environmental
Protection Web site: http://www.nyc.gov/html/dep/html/wastewater.html
(2006). Siemens AG. Retrieved November 18, 2006, from Siemens Web site: http://www.siemens.
com/index.jsp
(2006). Bio Web Map. Retrieved November 18, 2006, from Biorem Web site: http://www.biorem.
biz/
http://www.advancedcarbonsystems.com/home.html
http://www.providertarife.de/bilder/3997-4767.gif
http://www.insidersportsreport.com/images/reliant-logo3.jpg
http://www.biz-logo.com/logo-examples.shtml
Additional photos for ACS website from the personal collection of Madeline Meeker and Roger
Heuckeroth
© 2006 The entire contents of this document are the exclusive property of Dragonfly Design Studios
26