DESIGNER

Aaron Seo

PROFILE/DESCRIPTION

Ifshin Violins is a local Bay Area string instrument store located in Berkeley. Started by Haide Lin and Jay Ifshin, Ifshins has continuously supplied the Bay Area with high quality string instruments including their own model known as “Jay Haide”.  They sell and rent from low end to professional level products. They also sell accessories such as bows, rosin, neck rests and more. 

GOALS

The goal of this ad is to demonstrate how Ifshin Violins uses experience and knowledge to create high quality instruments that take inspiration from traditional methods. People should feel that they're going to buy a high class luxury product.  Each poster will respectively have a sketch of a deconstructed violin, cello, and bow with labels for individuals parts. These sketches will be on a parchment paper background and the overall text and drawings will be faded to give an old feel. At the bottom, the model/name of the instrument will be written out. People should feel that they are getting a high quality instrument and that each individual part can be altered to their liking, hence the deconstruction visual. At the very bottom will be the address of the Ifshin Violins. 

 

Side notes about the bottom text:

• Jay Haide is a separate company, however their instruments are one of Ifshin's most sold and advertised products. The naming system of each instrument is generally: (instrument maker name/company) + (model name/# or year created). For example: Jay Haide Maggini Model. This system is fairly obvious to my target audience so I'm not concerned about people who may not understand this system. 
• Etienne Pajeot is an 18th-19th century Italian bow maker and similar to above, my target audience will be able to recognize "Etienne Pajeot 1835" is the bow maker's name and year it was created. 

TARGET AUDIENCE

Intermediate to advanced level string instrument players. Middle to upper class socioeconomic group, as these instruments will be in the $10,000 price range. One ad will be placed near the San Francisco Conservatory of Music (50 Oak Street, San Francisco CA) which is also directly across the street from Davies Symphony Hall where the San Francisco Symphony rehearses and performs, so much of my target audience will be within the general 3 block radius of the area. Another ad will be placed near the Crowden School of Music (1475 Rose St, Berkeley), a private school for 4th - 8th graders who wish to develop and hone their musical prowess. Most of these families who chose to attend this school are definitely upper class as tuition is around $35,0000. Again, the bottom text with the instrument name is a necessary graphic design choice that will be recognizable to my target audience. 

BRAND CHARACTER

Brand Advantages: 

• Well known within the community
• Negotiable price
• High quality

Brand Attributes

•  Made locally 
• Alterable parts
• Good reputation

Brand Experience: 

• Professional 
• Experienced
• Clean
• Traditional