Our Master’s “thesis” at Full Sail University was to create a Project Campaign book for the major rebrand we performed on a company of our choosing throughout the course of the year. I chose Korean tourism for a number of reasons:
- I felt that Korea had a lot to offer and was getting a bad rap in the US thanks to the antics of the Northern dictators (whenever I said, “I live in Korea” people back home would ask, “*gasp*, North Korea?”)
- I felt that Korea was wildly misunderstood in the US (LG was thought to be a US company and Samsung and Hyundai were thought to be Japanese by a majority of college students in a number of surveys I read)
- I felt that Korea was largely misrepresented by the brand campaign when I arrived in 2006 (“Korea, Sparkling” – what did that mean? Sparkling water?)
- And the brand campaign of 2010 was no better (“Korea, Inspiring!” looked like a combination of their previous brand + Incredible India’s tourism brand)
Clearly, Korean tourism branding needed some serious work – at least from a Western perspective and for a Western audience. So, I set about to rebrand Korean tourism with those things in mind.
The Blurb book was mostly just a way for me to have a beautiful hard copy of my 1-year rebrand project. I’ve enjoyed leafing through its 122 pages and showing it off to my friends.
I was also recently pleased to hear (from my former instructors) that my Project Book is still being used as an example for students to follow in the program now.
See the complete Style Guide here →
Creating the Project Book
I made these very small thumbnailed bookmaps because I wanted to be able to view the book “as a whole.”
The following designs are a handful of those created that were ultimately eliminated from the Project Book but helped me to work out the design style I wanted to go with.
Official Final Design Samples
Rejected Cover Designs
The book cover was one of the most important and the most difficult designs I did for this project. My professor had me work up 3-5 different designs EACH week for 3 weeks before finally settling on the final design that was submitted and printed.
Final Cover Design
Again, the complete Project Book is available in two formats if you want to read the whole thing: