Matthew Stiel
VISUAL METAPHOR PROCESS BOOK
VISUAL METAPHORS
Assignment #4: Visual Metaphors
The goal of this assignment is to get you to visualize imagery that is not literal
but still communicates the brand’s benefit.
PART ONE
Make a list of ten objects that can stand for other things. For example, a theater
stage can represent the world; a cactus can represent rough, dry skin. Present
these examples in a creative way.
From the subjects you chose write a sentence for each that includes a metaphor
or a simile about love, for example, “My love for you is like a volcano.” Typeset it
big on 11” X 8.5.”
Research online car shopping, online job searching or online investing services.
Choose one and determine either a functional or emotional benefit.
PART TWO
Develop multiple advertising concepts (thumbnails) for one of the above services that
utilizes a visual metaphor to express the ad idea, for example, two cherries that are
joined together as one, or things that go together like spaghetti and meatballs.
Create a full-color print ad for a consumer magazine, including the visual and the sign-
off (which includes a product shot or logo).
Final Comp Size: 8 1⁄2” x 11” magazine print ad
PROJECT BRIEF
™
FEATURE: Real Representatives
FUNCTIONAL BENEFIT: Personal Connection (No encounters with complicated
phone menus or endless hold times, but a team of knowledgeable brokers who are
eager to help you get the most from your trading experience.)
IDEA
Problem: How to metaphorically show real representatives that offer a personal
connection.
Answer #1: Showing somebody playing the game called connect four, but
instead of having red and yellow playing chips there would be coins from around
the world and the United States. Its a metaphor for investing money while still
showing a personal connection between the customer and its money.
Answer #2: This idea would show a man putting a dollar ring on a womens finger
showing the metaphor for a personal connection and life time commitment that
Tradeking has to offer.
COMPANY RESEARCH
INSPIRATION
INSPIRATION
INSPIRATION
INSPIRATION
THUMBNAILS
THUMBNAILS
THUMBNAILS
FINAL THUMBNAILS
DSC_0002.JPG DSC_0003.JPG DSC_0004.JPG DSC_0005.JPG DSC_0018.JPG DSC_0019.JPG DSC_0020.JPG DSC_0021.JPG
DSC_0006.JPG DSC_0007.JPG DSC_0008.JPG DSC_0009.JPG DSC_0022.JPG DSC_0023.JPG DSC_0024.JPG DSC_0025.JPG
DSC_0010.JPG DSC_0011.JPG DSC_0012.JPG DSC_0013.JPG DSC_0026.JPG DSC_0027.JPG DSC_0028.JPG DSC_0029.JPG
DSC_0014.JPG DSC_0015.JPG DSC_0016.JPG DSC_0017.JPG DSC_0030.JPG DSC_0031.JPG DSC_0032.JPG DSC_0033.JPG
CONTACT SHEETS
DSC_0034.JPG DSC_0035.JPG DSC_0036.JPG DSC_0037.JPG DSC_0050.JPG DSC_0051.JPG DSC_0052.JPG DSC_0053.JPG
1.JPG
5.JPG DSC_0038.JPG DSC_0039.JPG DSC_0040.JPG DSC_0041.JPG DSC_0054.JPG DSC_0055.JPG DSC_0056.JPG DSC_0057.JPG
9.JPG DSC_0042.JPG DSC_0043.JPG DSC_0044.JPG DSC_0045.JPG DSC_0058.JPG DSC_0059.JPG DSC_0060.JPG DSC_0061.JPG
3.JPG DSC_0046.JPG DSC_0047.JPG DSC_0048.JPG DSC_0049.JPG DSC_0062.JPG DSC_0063.JPG DSC_0064.JPG DSC_0065.JPG
CONTACT SHEETS
DSC_0066.JPG DSC_0067.JPG DSC_0068.JPG DSC_0069.JPG DSC_0082.JPG DSC_0083.JPG DSC_0084.JPG DSC_0085.JPG
DSC_0070.JPG DSC_0071.JPG DSC_0072.JPG DSC_0073.JPG DSC_0086.JPG DSC_0087.JPG DSC_0088.JPG DSC_0089.JPG
DSC_0074.JPG DSC_0075.JPG DSC_0076.JPG DSC_0077.JPG DSC_0090.JPG DSC_0091.JPG DSC_0092.JPG DSC_0093.JPG
DSC_0078.JPG DSC_0079.JPG DSC_0080.JPG DSC_0081.JPG DSC_0094.JPG DSC_0095.JPG DSC_0096.JPG DSC_0097.JPG
CONTACT SHEETS
DSC_0001.JPG DSC_0002.JPG DSC_0003.JPG DSC_0004.JPG DSC_0017.JPG DSC_0018.JPG DSC_0019.JPG DSC_0020.JPG
DSC_0005.JPG DSC_0006.JPG DSC_0007.JPG DSC_0008.JPG DSC_0021.JPG DSC_0022.JPG DSC_0023.JPG DSC_0025.JPG
DSC_0009.JPG DSC_0010.JPG DSC_0011.JPG DSC_0012.JPG DSC_0026.JPG DSC_0027.JPG DSC_0028.JPG DSC_0029.JPG
DSC_0013.JPG DSC_0014.JPG DSC_0015.JPG DSC_0016.JPG DSC_0030.JPG DSC_0031.JPG DSC_0032.JPG DSC_0033.JPG
CONTACT SHEETS
DSC_0034.JPG DSC_0035.JPG DSC_0036.JPG DSC_0037.JPG DSC_0050.JPG
DSC_0038.JPG DSC_0039.JPG DSC_0040.JPG DSC_0041.JPG
DSC_0042.JPG DSC_0043.JPG DSC_0044.JPG DSC_0045.JPG
DSC_0046.JPG DSC_0047.JPG DSC_0048.JPG DSC_0049.JPG
CONTACT SHEETS
PHOTO TOUCH UPS
FINAL LAYOUTS
