1. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 4.0 The Solution Suzette Chan Visual Design 4 THE PROJECT The Good News Orlando Cachaito Lopez’s album Cachaito is a hit amongst world and jazz music critics and afficianados. The Bad News - Jazz sales make up 3% of the CD buying market - World music sales account for even less - World/jazz critics write for small audiences and don’t buy CDs The Conclusion Cachaito must be moved to a wider CD-buying audience

2. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 2.1 Old Design > 2.2 New Audience 3.0 The Process 4.0 The Solution Suzette Chan Visual Design 4 THE BRIEFING The Old Design - Bold design, suited to music - Yellow typical of North American CD designs for Latin music - Focus on instrument emphasizes technical musicianship - List of guest stars assumes familiarity - World Circuit tagline acts as stamp of official approval

3. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 2.1 Old Design 2.2 New Audience > 3.0 The Process 4.0 The Solution Suzette Chan Visual Design 4 The New Audience Age24 to 40 GenderInclude more women CharacteristicsEarly adopters of music trends Early adopters of technology (jazz and classical CDs account for 31% of online music sales) Hipsters Club goers Worldly, outside of Latin community Not yet well-traveled

4. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title > 3.2 Type 3.3 Colours 3.4 Competition 3.5 Sketches 3.6 Photo Research 3.7 Comps 3.8 Virtual Focus Group 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 THE PROCESS The New Title CurrentCachaito New EmphasisEmbrace of rap, funk, techno Accessibility, dance-ability Jazz base Cuban flare New Title Conversacion - A conversation between musical genres - Close to English and French words for conversation - One-letter difference between English and Spanish introduces exoticism, design possibilities

5. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type > 3.3 Colours 3.4 Competition 3.5 Sketches 3.6 Photo Research 3.7 Comps 3.8 Virtual Focus Group 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 Type Study

6. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3 Colours > 3.4 Competition 3.5 Sketches 3.6 Photo Research 3.7 Comps 3.8 Virtual Focus Group 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 Colour Swatches

7. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3 Colours > 3.4 Competition 3.5 Sketches 3.6 Photo Research 3.7 Comps 3.8 Virtual Focus Group 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 The Red, White and Blue

8. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3 Colours 3.4 Competition > 3.5 Sketches 3.6 Photo Research 3.7 Comps 3.8 Virtual Focus Group 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 The Competition / Environmental Study

9. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3 Colours 3.4 Competition 3.5 Sketches > 3.6 Photo Research 3.7 Comps 3.8 Virtual Focus Group 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 Sketches Themes: - Talking - Dancing - Telephones

10. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3 Colours 3.4 Competition 3.5 Sketches 3.6 Photo Research> 3.7 Comps 3.8 Virtual Focus Group 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 Photo Research

11. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3 Colours 3.4 Competition 3.5 Sketches 3.6 Photo Research 3.7 Comps > 3.8 Virtual Focus Group 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 The Comps

12. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3 Colours 3.4 Competition 3.5 Sketches 3.6 Photo Research 3.7 Comps 3.8 Virtual Focus Group > 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 The Virtual Focus Group AgeEarly 20s – Late 30s Gender50-50 CharacteristicsOnline general interest community Early adopters of technology Musically adventurous Hipsters, club goers Multicultural College+ educated No special promotion was used to attract attention to the poll

13. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3 Colours 3.4 Competition 3.5 Sketches 3.6 Photo Research 3.7 Comps 3.8 Virtual Focus Group > 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 The Virtual Focus Group Says: - No comments

14. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3 Colours 3.4 Competition 3.5 Sketches 3.6 Photo Research 3.7 Comps 3.8 Virtual Focus Group > 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 The Virtual Focus Group Says: - Feels sensual to me - It just didn't catch my attention

15. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3 Colours 3.4 Competition 3.5 Sketches 3.6 Photo Research 3.7 Comps 3.8 Virtual Focus Group > 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 The Virtual Focus Group Says: - I like how you play with the typography, however the thick border makes the composition seems too centered and is a bit uninspired

16. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3 Colours 3.4 Competition 3.5 Sketches 3.6 Photo Research 3.7 Comps 3.8 Virtual Focus Group > 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 The Virtual Focus Group Says: - I like the "stepping on his toes" aspect - Really appealed to me even though I don't like pointed toed shoes – I can't explain it - What attracted me the most was the little bit of green showing in the top left corner … a tease …a mystery, you want to know more - Reminds me of the cover to Everything But the Girl's Walking Wounded album

17. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Title 3.2 Type 3.3 Colours 3.4 Competition 3.5 Sketches 3.6 Photo Research 3.7 Comps 3.8 Virtual Focus Group > 3.9 Applying Type 4.0 The Solution Suzette Chan Visual Design 4 The Virtual Focus Group Alluded To: Everything But the Girl's Walking Wounded album - Exact target market - Photo tells a story - Three-tone colour palette

18. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 3.1 Artist Name 3.2 New Title 3.3 Colours 3.4 Sketches 3.5 Photo Research 3.6 Comps 3.7 Virtual Focus Group 3.8 Applying Type > 4.0 The Solution Suzette Chan Visual Design 4 Applying Type

19. Cachaito ReSampled 1.0 The Project 2.0 The Briefing 3.0 The Process 4.0 The Solution Suzette Chan Visual Design 4 THE SOLUTION