Design Project, In Tandem Design, Inc.

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In Tandem Design, Inc. is involved with many different projects and at various phases of those projects. Our role is determined by our client's objectives, who our client is, and who's expertise is being used for what. We recognize the need to allow the right person or company to do certain aspects of a project.

We are involved with some projects from the concept design phase through finished print-media, multimedia or internet media product. An example of a start-to-finish project was the packaging for software for the Reserve Component Automation System for the United States Army. We were a subcontractor to the printer, which was a subcontractor to Boeing, Inc., which was the primary contractor to the Army. Components of the design project included the package, book covers, CD ROM disks, and jewel case tray cards for the software and its manuals.

Phase I; Concept Design
Phase II; Refining the Concept
Phase III; Final Design
Phase IV; Production Artwork
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Some times are shown in the description below. These refer to actual design or production time. Calendar time was much longer, since there were periods during which we were awaiting information or source graphics from our clients, meetings were scheduled with the Army, proofs were being considered, and approvals were being sought at various levels of management for the project.

Phase I: Concept Design

The primary concern of our client was to create a look for the packaging and printed materials that was unique, commercial in nature, and interesting for the Reserve and National Guard personnel who would be receiving it. This is the first project of its kind where a concerted effort was made to step away from the drab, two color, text-only look of so many other government and military documents. There was a desire to have the personnel identify with this product as uniquely their own.

The objective of the Concept Design phase of the project was to present several designs, each quite different, to determine what overall direction the Army wanted to go with imagery. The printed pieces were the front covers of several books, the inserts for CD ROM "jewel cases," and the box in which they were to be shipped. The product was the software to be used by the Reserve Component of the Army for administration. The users would be Reserve and National Guard personnel. We set out to create the four designs shown below. Of note: all photographs of people and materiel were taken by members of the Army units represented. (15 days)

Poster-size proofs of these pieces of art, along with some ancillary logo and typography choices, were presented by iTD to a large meeting of relevent personnel of Custom Printing, Boeing, and the Army.

A survey had been designed so that those attending the meeting could make choices about the type of artwork and typography they liked best. The intent was to get a concensus opinion of a larger group, so that the military and corporate management could make an informed choice. This method was considered very useful; the survey was repeated to a larger group of Army personnel the next day.

The concensus of the survey and meetings was that the keyboard montage (fourth design above) was the most desirable piece of artwork. The groups also liked the design and lettering of the "Gateway" design. However, the group was not sure that the overall color scheme was what they wanted. Also, there was a negative reaction to the photo in the lower right corner.

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Phase II: Refining the Concept

In Tandem Design, Inc. then set out to combine the artwork chosen with the logo-type chosen, making changes to the imagery as requested. Another meeting was set to present the several color choices below, and to show a mock-up of the box and the books with some elements on them. These were all presented as press-accurate, digital proofs, so that the artwork was presented in a very accurate way. (5 days)

The Khaki color scheme was agreed upon at the next presentation.

Phase III: Final Design

The original intent was to have full-color imagery on the covers of the books only. However, the group was very happy with how things looked and requested that we provide full-color artwork to wrap the spine and back of the books. A final piece of artwork with all elements in place, and with art wrapping the spine and back of the books was created. Some of the elements of this final design include the seals of the several departments of the Army involved, which were provided by the client. Another press-accurate color proof of this was presented and approved. (3 days)

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Phase IV; Production Artwork

There were elements of the project which had been incomplete up to this time: total page counts (therefore, spine width); number of books; final box dimensions, etc. When all these were available, the final artwork was completed for each of the different-sized books, CD ROM covers, etc. (3 days)

Low resolution proofs were approved for type and content. Final art was imaged to film separations and film proofs were made. (3 days)

Below are several components of the final project.

Postscript

Throughout the project the only manual process was making mock-ups of the box, books, CD ROMs and jewel case tray inserts. These were made from digital proofs of computer artwork. Military imagery from the Army (the photos and the seals) was provided on CD ROM. The sunset was a scan from our own photo archives. Design work files were transformed directly into the finished artwork and incorporated into the final documents. This was a completely digital project from concept through final production.

In Tandem Design, Inc. can handle projects such as this for you. Or we can be involved in various steps along the way from concept design through production. Please, feel free to contact us about your next print-media, project. We might be a good resource for you to consider.

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