It has been just under three weeks since we received our first assignment; redsign Elvis Presley’s Graceland logo. We had a week to complete it before presenting at the opening ceremony of the AIGA Make/Think Conference in Memphis, TN.
I really immersed myself into all things Elvis, doing tons of research before even jumping onto my computer. These are the sketches of my initial direction.
Once I felt like I was in a good place (the day before taking off) I sent my logo around for feedback. All critiques were valued, regardless of whether or not I actually had time to make changes. Big thanks to my mentors at People Design and IDEO, as well as Michael Vanderbyl and Mark Fox for their advice.
This was my final solution. Chip Kidd, who created a reputation for being a harsh critic, picked up his microphone and announced that he had two words for me. I was shaking in my boots, but prepared, at this point, for anything.
“Love-it” he said. Phew! My logo ended up winning judges choice for that round, which made me very happy and boosted my ego as Michael Beirut promised it would. It also advanced me onto the second round; redesign Captain Crunch cereal and target it toward adults.
The five remaining contestants were off to our design workstation where computers, boxes of Cap’n Crunch, and an audience of interested spectators were waiting for us.
Below are some additional photos from the first day on stage.
