Newell Rubbermaid: Sharpie Branded Murals
SCAD collaborated with Newell Rubbermaid to permanently capture the essence of its brands at the company's new Sharpie® brand headquarters and consumer marketing hub in Atlanta, Georgia.
Students were introduced to eight of Newell Rubbermaid's brands at an initial meeting with the brand managers. After conducting research to establish the appropriate look and feel for their brands, students pitched a series of two to three hand illustrations each. Following a few rounds of development between the students and their brand leaders, winning designs were chosen for further development and implementation.
Armed solely with Sharpie permanent markers — from original Fine Point to Neon and Metallic — 10 talented SCAD students began to brand walls as large as 9-by-14 feet with the spirit of eight of Newell Rubbermaid's consumer brands.
"SCAD's talent and curriculum are renowned for creativity, and we're excited about the ideas these students are bringing as they also get an interactive real-life experience to help prepare them for future careers."Adam DeLange | Director of brand activation for Sharpie at Newell Rubbermaid
Ten students worked in teams to incorporate their illustrations into Sharpie-inspired and rendered wall murals. Five of the participating students were hired to complete their murals. The spirit of Newell Rubbermaid's consumer brands, including Sharpie®, Paper Mate®, Calphalon®, Graco®, Goody®, Dymo® and Levolor®, were captured in permanent Sharpie ink on walls of the new consumer marketing hub at the company's global headquarters in Atlanta, Georgia.
Students learned the importance of research, as getting to know the philosophy of each brand was key to establishing an appropriate look for each mural. They learned how to design for large-scale spaces from gridded small-scale drawings; the average size of each mural was 9-by-11 feet.
The freshly redesigned marketing floor — and bold new murals — will encourage idea generation and sharing, and promote creativity and collaboration among the company's brands.
"It gives you a sense of confidence in your work, knowing that actual companies value your work. It also helps you understand how important collaboration between the client and the artist is."Mariel Cartin | M.F.A. illustration student, one of the five students hired by Newell Rubbermaid to complete murals