DESIGNER

Maya Chin

PROFILE/DESCRIPTION

Sharpie is a world-wide marker brand that is known for their permanent markers. They have a wide range of products that come in all different colors. They say that Sharpies are a way for people to express themselves and leave their mark on the world. Their tagline is "Uncap what's inside," which encompasses the idea that with Sharpies the possibilities are endless. Sharpie is a household name and have been used by all sorts of people for many generations. Their versatility gives them a wide range of users from art students to mothers. My target demographic is people between the ages of 10 and 35, of the middle and upper class, living in urban and suburban areas. Sharpie is the type of product that can be used by everyone but I want my ads to appeal to a younger group to keep the Sharpie "culture" alive in the next generation. Older people (parents and grandparents) most likely already buy and use Sharpies. I want the younger generation to understand that sharpies can be used for more than just labeling lunch boxes. I would want my ads to placed in cities like Oakland and San Francisco near colleges and art schools. So in Oakland I would want them near CCA (94618) and in SF near the Academy of Art (94105). My concept for these ads uses Sharpie's tagline "Uncap what's inside" both literally and figuratively. Each image will have a photo of a Sharpie being uncapped and something "cool" coming out. Each Sharpie will be a different style and color and the "cool thing" coming out will be drawn in that color in to the environment of the photograph.

GOALS

Create a concept to advertise Sharpie in a way that promotes its variety, freedom of self expression, and leaving your mark. I want people to see that with a Sharpie the possibilities are endless.