I wrote Arietta in 1999 as a creative writing assignment in college. Though the assignment recieved an “A”, I decided to re-read, re-write and improve on the story and language. The result is a revival of the tale, now named: Arietta: A Savage Fairytale.
In late 2010 I called on my friend Nicolàs Giacondino to create six iconic illustrations that would portray the story of Arietta perfectly.
Apart from those six illustrations, I have designed every aspect of Arietta, from start to finish. From the the marketing campaign materials, website and even the books themselves, he has had a touch and voice in every aspect of the project.
This project has came together over the span of six months, starting in November 2010 and ending in April 2011 when I self published Arietta through LuLu.
The marketing materials for this project was created under a strict budget of $750 and I feel that I was able to create a rich promo-kit and marketing materials despite the limited budget.
In late 2010 I called on my friend Nicolàs Giacondino to create six iconic illustrations that would portray the story of Arietta perfectly.
Apart from those six illustrations, I have designed every aspect of Arietta, from start to finish. From the the marketing campaign materials, website and even the books themselves, he has had a touch and voice in every aspect of the project.
This project has came together over the span of six months, starting in November 2010 and ending in April 2011 when I self published Arietta through LuLu.
The marketing materials for this project was created under a strict budget of $750 and I feel that I was able to create a rich promo-kit and marketing materials despite the limited budget.
About Arietta
Arietta has been a labor of love for nearly 12 years. I have tried on multiple occasions to publish Arietta in that time and each time it failed. The cover and logo that is on the book was created nearly 6 years ago and hasn't changed since then.
When I decided to publish and promote the book myself, I did a lot of research and also thought about what I would like to accompany and offer when a book was released. Arietta and the materials are both a product and a statement on how I think books should be marketed.
Arietta has been a labor of love for nearly 12 years. I have tried on multiple occasions to publish Arietta in that time and each time it failed. The cover and logo that is on the book was created nearly 6 years ago and hasn't changed since then.
When I decided to publish and promote the book myself, I did a lot of research and also thought about what I would like to accompany and offer when a book was released. Arietta and the materials are both a product and a statement on how I think books should be marketed.
Arietta Book Design
I designed the entire book from cover to cover and everything in-between. Below show the cover on the book, the title page and page layout with illustration. The font used throughout the book is buttButterbrotpapier.
I designed the entire book from cover to cover and everything in-between. Below show the cover on the book, the title page and page layout with illustration. The font used throughout the book is buttButterbrotpapier.
The actual book cover
Arietta Title Page featuring the Blood Leaf Logo
Arietta Sample Page Layout with Illustration
Arietta, A Savage Fairytale Cover
This is the final cover design, it is a graphic representation of the story tagline "Blood is on the Leaves". The logo for Arietta was created in 2006 and the rest of the cover images were bought through stock photo sites the same year. The Blood Leaf on the back is the icon for this story and is featured on almost all marketing material.
This is the final cover design, it is a graphic representation of the story tagline "Blood is on the Leaves". The logo for Arietta was created in 2006 and the rest of the cover images were bought through stock photo sites the same year. The Blood Leaf on the back is the icon for this story and is featured on almost all marketing material.
Arietta, A Savage Fairytale:
Website Exclusive Alternate Covers
These three alternate cover designs were offered as free downloads on the Arietta website to give the reader the option to personalize their book. They would have to download it and print it themselves, I admit it is a small chore, but I have never seen this done on for a book before.
Personally, I really like the first one with the illustration worked into the cover best...well almost, I still think my original cover is the best of these designs.
Website Exclusive Alternate Covers
These three alternate cover designs were offered as free downloads on the Arietta website to give the reader the option to personalize their book. They would have to download it and print it themselves, I admit it is a small chore, but I have never seen this done on for a book before.
Personally, I really like the first one with the illustration worked into the cover best...well almost, I still think my original cover is the best of these designs.
The Book Wraps
Originally the book wrap was meant to be a 4” x 13” brown butcher paper wrap with the Blood Leaf icon stamped on it in black and red ink blood drops distributed randomly, producing a unique splatter pattern each piece.
However, upon using the stamp it was decided that it didn’t produce the desired outcome and a new wrap had to be created.
These three wraps were designed as a result and since all three could stand on their own individually, so I decided to use all three and randomly wrap the hardcovers.
The idea of the wrap will be repeated with all my books in this series.
Originally the book wrap was meant to be a 4” x 13” brown butcher paper wrap with the Blood Leaf icon stamped on it in black and red ink blood drops distributed randomly, producing a unique splatter pattern each piece.
However, upon using the stamp it was decided that it didn’t produce the desired outcome and a new wrap had to be created.
These three wraps were designed as a result and since all three could stand on their own individually, so I decided to use all three and randomly wrap the hardcovers.
The idea of the wrap will be repeated with all my books in this series.
The Thank You Card
As a way to show my appreciation to everyone who bought a copy of Arietta, I included a hand signed Thank You card into every book purchased from the Arietta website.
As a way to show my appreciation to everyone who bought a copy of Arietta, I included a hand signed Thank You card into every book purchased from the Arietta website.
The Arietta Promo-Kit
This was created to generate interest in Arietta. I bought many promotion design books, all geared towards product designs. In my search, I never came across a Promo-Kit for a book release. Most books are released with a press release and nothing more.
I designed the Promo-Kit with the primary goal of directing interest at the Arietta website. It worked in announcing the book’s release, but what surprised me most was how the Pin became the center of the Arietta Facebook Page.
This was created to generate interest in Arietta. I bought many promotion design books, all geared towards product designs. In my search, I never came across a Promo-Kit for a book release. Most books are released with a press release and nothing more.
I designed the Promo-Kit with the primary goal of directing interest at the Arietta website. It worked in announcing the book’s release, but what surprised me most was how the Pin became the center of the Arietta Facebook Page.
The Thank You Letter & Business Card
Every Promo-Kit had a black envelope with a hand-signed letter from myself, personally thanking the recipient for their support.
The business card was among the first items created in the process of getting Arietta printed. Designed to make a lasting impression, it utilizes a heavy matte stock with a spot varnish on the blood leaf, creating the illusion that it is bleeding.
Every Promo-Kit had a black envelope with a hand-signed letter from myself, personally thanking the recipient for their support.
The business card was among the first items created in the process of getting Arietta printed. Designed to make a lasting impression, it utilizes a heavy matte stock with a spot varnish on the blood leaf, creating the illusion that it is bleeding.
Craft Box & Blood Leaf Pin
When opening the Promo-Kit, easily the most striking piece is the black craft box with the wrap featuring the book's tagline "Blood is on the Leaves" with the website address beneath it. When the box was opened, on a bed of cotton is the Blood Leaf pin.
Though there are many parts to the Arietta Promo-Kit, the Blood Leaf pin turned into the center of the Arietta Facebook Marketing Campaign.
By wearing their Blood Leaf Pin, readers showed their support fot the project, which later became a contest on Facebook, the person with the most creative pin wearing picture would recieve a framed illustration print.
When opening the Promo-Kit, easily the most striking piece is the black craft box with the wrap featuring the book's tagline "Blood is on the Leaves" with the website address beneath it. When the box was opened, on a bed of cotton is the Blood Leaf pin.
Though there are many parts to the Arietta Promo-Kit, the Blood Leaf pin turned into the center of the Arietta Facebook Marketing Campaign.
By wearing their Blood Leaf Pin, readers showed their support fot the project, which later became a contest on Facebook, the person with the most creative pin wearing picture would recieve a framed illustration print.
Bookmark
The bookmark is a departure from the established design by adding transparent leaf elements to the back.
The bookmark is a departure from the established design by adding transparent leaf elements to the back.
8" x 10" Promotional Poster
This original design, was based primarily on the Alternate Book Cover, later in the design process the book’s catch-phrase “Blood is on the Leaves” was added.
The promotional poster was part of the original Promo-Package and has been used in stores and additional establishments to further promote Arietta.
This original design, was based primarily on the Alternate Book Cover, later in the design process the book’s catch-phrase “Blood is on the Leaves” was added.
The promotional poster was part of the original Promo-Package and has been used in stores and additional establishments to further promote Arietta.
The Sticker
Before coming to this final design, there were nearly 25 alternative sticker designs. This sticker is the first piece to don the final catch phrase, but it also donned the first:
“Why is the Leaf Bleeding?”
My wife Alison felt that this catch-phrase wasn’t strong enough and so I reworked it and decided to go with the now established catch-phrase:
“Blood is on the Leaves”
Before coming to this final design, there were nearly 25 alternative sticker designs. This sticker is the first piece to don the final catch phrase, but it also donned the first:
“Why is the Leaf Bleeding?”
My wife Alison felt that this catch-phrase wasn’t strong enough and so I reworked it and decided to go with the now established catch-phrase:
“Blood is on the Leaves”
The Announcement Card & Second Pin
When the launch date was set, this announcement card was created featuring the first illustration in Arietta and affixed with the second pin featuring the book’s catchphrase. This was mailed to everyone who signed up for the mailing list.
When the launch date was set, this announcement card was created featuring the first illustration in Arietta and affixed with the second pin featuring the book’s catchphrase. This was mailed to everyone who signed up for the mailing list.
Release Party Materials
To mark the release of Arietta, I rented out The Cortland, an excellent beer hall and invited friends, family and local newspaper reporters. There were a few pieces made specifically for this event...
To mark the release of Arietta, I rented out The Cortland, an excellent beer hall and invited friends, family and local newspaper reporters. There were a few pieces made specifically for this event...
Arietta Release Party Invitation
This 4' x 6' invitation was printed and mailed out in blood red envelopes. I wanted to invitation to be a good representation of the previous materials as well as be a slightly more dynamic in design.
This 4' x 6' invitation was printed and mailed out in blood red envelopes. I wanted to invitation to be a good representation of the previous materials as well as be a slightly more dynamic in design.
Anne Announcement Poster
This 11x17 Poster was created to announce that my second book Anne was in the works. It features the first illustration of the Doll by Nicolas.
This 11x17 Poster was created to announce that my second book Anne was in the works. It features the first illustration of the Doll by Nicolas.
