Collaborative Design

Magazine Ad by: Amy Cotton

Our product, KlariNova, is a barrel with a pickup device preinstalled. It is intended to bridge acoustic and electric instruments and create ease while playing. Using the KlariNova, your clarinets deep dark rich tone is brought out, just like your friends in the rhythm section.

With the KlariNova, it's your time to be heard. Never again will someone tell you, "I saw your fingers moving, but I could not hear a thing." The power is in your hands.

The KlariNova is the genius of Josh Kaneversky who created a working prototype. He originally saw this idea on a YouTube video from Malaysia and had difficulty finding the product here in the United States - so he created his own!

Target Audience

● 25-35 years old
● Professional Jazz Style Musicians

 Persona

Anne is 27, and has just completed her Bachelors degree in her hometown. Anne is single and has recently moved to Seattle to begin work on her Masters program. She started playing the clarinet at the age of 8. She played in the concert band during her high school and undergraduate career. Since she was living in the same city with the same crowd, she felt as though she was stuck with the same old tunes. She is now ready to explore her new city of residence by expanding the possibilities of her talent and make her clarinet sing a whole new tune. Looking to fit into the Seattle grunge music scene, Anne feels left out because she can only play the clarinet and has no way to fit into non-classical style of music.
 
George is 30 and is lawyer at a prestigious law firm in New York City. He is married with 2 kids, ages 5 and 3. George is a professional jazz musician, and together with three of his college friends, they have a combo called “American Beauty”. They play almost every weekend at local coffee shops and jazz clubs. Due to his busy schedule and juggling a career, family and the fact he lives in New York, George is looking for equipment that is easy to move, fast to set up, and easily stored to protect his equipment from his kids.

Mark is 34, single, and owns his own real estate business in Atlanta. He is a member of a band called “3560”. Its popularity has allowed them to play up and down the eastern United States. Mark plays many solos on the clarinet and has experienced difficulty with the sound getting lost in the background due to his bandmates only using electric instruments because of cost and portability. Mark is tired of lugging around microphones, stands and chords with him and is looking for a more convenient way to create the needed volume.
  

Communication Objectives

● Bridge the gap between acoustic and electric sound
● Ease and portability
● Small Item – Big Sound – Infinite possibilities

 The Print Ad

My artifact is the print ad. To meet our communication objectives we needed to show the audience the function of the KlariNova - why they needed to have one.

This ad is meant to appeal to psychological side of the musician and their need "to stand out" and finally be heard. Culturally and socially clarinet players get lost in the background. Their instrument is difficult and cumbersome to mic and they lose out on solo pieces.

The focal plane in this photo is the front clarinet, the one that has the KlariNova attached. Using the rule of thirds, the entire KlariNova clarinet sits on the left cross points of the grid. In addition, the KlariNova itself is at an intersection point, and the graphic words are on the "thirds-line" as well. The index vector moves the eye from the front instrument, to the next and right out of the frame to the right. If I were to re-shoot this photo, I would put the piano at more of an angle to capture the diagonal rule and make the photo a bit more interesting. It seems so obvious, I don't know why it did not occur to me when I was actually taking the photo.

I created contrast by using figure ground relationship, position, size and color: the KlariNova clarinet (the figure) is in the front, it appears larger than the other instruments, is in focus and has more intensity than the other instruments which fade in the background.

The vertical line of the KlariNova clarinet, suggests a rising above the limitations previously known by the clarinet player.

The law of closure is evident in the KlariNova clarinet, the piano and saxophone. They all continue outside the photo but you don't need to see them to know they are there.

The logo creates brand recognition and the web address, moves people to a place where they can find out more information and purchase the product. They are necessary bits of information, yet small so they do not take away from the emotional appeal of the ad.

This design was inspired by Professor Young, who in addition to talking me through design ideas - showed me how to work the settings on my camera to achieve the desired effect.  

Our Team:

Emily Bills: Brochure
Brad Collins: Comerical
Amy Cotton: Print Design
Josh Kaneversky: Inventor/Packaging
Clint Post: Web