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Welcome to Thomas Murphy, IV’s Graphic Design Portfolio. TMIV Design offers Multimedia services in Print, Web, Audio & Video. Want to see more? Contact Thomas Murphy, IV at 1-717-333-1690 or by filling out the Contact Form.

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Branding &

Visual Identity

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Creating a Branding and Visual Identity strategy is creating your appearance and personality. A brand is formed by a company’s goals, values, and reputation. Visual Identity is relative, because it helps establish the company’s personality. Although, unlike branding it is completely controlled. Elements like logos, taglines, color theory, typography, imagery, and more, are combined to create a company’s Visual Identity. The key goal is to create a Brand and Visual Identity that is memorable, as well as reputable.

A mnemonic to follow – SLAM:

Simple – Just Enough Detail

Legible – Easy to Read and Understand

Appropriate – Triple Checked to Avoid Misconceptions

Memorable – Sticking Out from the Competition

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Advertising

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Advertising is an effective way to communicate with  your customers and target audience. The strategy behind this marketing tool depends on your company’s business plan and current stage. However, most designers like to view advertising as solving consumer problems. In order to enjoy the best ROI, thorough research on your target market is a crucial part of an advertising budget. Things you may find in advertisements are product placement, brand placement, unique selling proposition (USP), and a call-to-action (CTA).

A mnemonic to follow – AIDA:

Awareness – Gather attention through aesthetics or message

Interest – Create a business persona

Desire – Solve problems using your USP

Action – Give direction to finding your products

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Campaigns &

Multi-Media

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Campaign Advertising is the most effective strategy when it comes to marketing your brand. Creating unity through various multi-media platforms such as print, web, television, and radio. Campaign Advertisements assist with adding onto your Brand’s Visual Identity, or reinstating the concept behind your company. Depending on the size of your audience, you may benefit from running multiple campaign ads. Running several Campaigns allows a company to target a diverse audience and draw them into your products and services.

A mnemonic to avoid – The Mnemonic Effect

The Mnemonic Effect occurs when a consumer finds their problem through an ad (like hunger) but chooses to go to a competitor to solve this problem. Campaign Advertisements create a persona for the company and are targeted towards a specific audience to avoid this effect.

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Publication &

Layout Design

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Publication and Layout Design are used to display content in an aesthetic manner that is “easy on the eyes” of the consumer. Many forms of Graphic Design can be considered as Publication Design; such as Advertising, CD/Movie/Book Covers, Menus, Newspapers and more. At times these projects may include a large amount of content which make the Design look cluttered, busy or disturbing. Through the use of proper Hierarchy and Layout, the content gets broken up and placed into their appropriate areas. Doing this allows the viewer to find all the information they need without overwhelming their eyes.

A mnemonic to follow (CRAP):

Contrast – Creating Hierarchy through the use of Typography, Colors, Imagery, etc.

Repetition – Repeating elements to allow viewers to easily find the information they need.

Alignment – Using a Layout Grid to keep things nice and organized.

Proximity – Adding balance to the design with a grid and proper placement.

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