Monthly Archives:
March 2016

The Golden Ratio represents the perfectly symmetrical relationship between two proportions.

Its most famous application is the golden rectangle, which can be split into a perfect square, and a smaller rectangle that has the same aspect ratio as the initial one.

It is claimed that the designs following the golden ratio are the most pleasing layouts to the eye. The golden ratio has earned a tremendous reputation: The Pyramids of Giza, Da Vinci’s Mona Lisa, Twitter and Pepsi logos are all said to be designed using the Golden Ratio.

However, many designers do not follow the Golden Mean and identify it as a myth, arguing that the Golden Ratio is always going to be a little off.

Without picking sides, we at FEER McQUEEN worked on a project that allowed us to explore the golden ratio, and we are proud to announce that it was featured in Visual Harmony: Proportions in Graphic Design; a globally published book that elaborates on the knowledge and information involving proportions and showcases outstanding graphic design works influenced by the golden ratio.

The book was also carried to the Frankfurt Book Fair held in October in Germany.

You can check out the publication on the link below:

www.behance.net/gallery/32211219/Visual-Harmony-New-Publication

How to draw a golden rectangle:

More about the project:
Artland is a Saudi Based Company operating in the field of Design, General Contracting and Furniture. The company’s capability of executing  turn-key projects with the utmost precision and finishing was reflected with the ideal proportions.

Rebecca Mourani
Associate Creative Director

Many businesses fail to promote their product the right way and may lack the ability to connect with their customers emotionally. Simply because, they fail to understand the core essence of their brand: its personality.

How does a brand have a personality?

A brand personality is a set of attributes that describes a brand’s characteristics and creates a deep connection with its consumers.

How to define a Brand personality?

Consumers tend to make purchases based on how they identify with a brand: how it makes them feel and sometimes how it makes them look.

At our Creative house we help our clients understand the character of their brand by drawing its analogy with a car. By asking them what car is your brand, we are in fact asking them to define its origins, performance, attributes and future.

Why is this exercise an essential practice for them?

For the same reason(s) that drives a buyer to purchase an Audi A4 over a Kia Rio, and the same reason he/she chooses its color or any special upgrades in it. We all opt for the car that represents us best. We end up buying the car we are most comfortable with: the one that sums up our personality just by sitting behind its wheel.

From a picture of the car in their mind we can start defining their brand’s adjectives: Is it trendy or conservative? Is it vintage? Luxurious? Or is it sporty?

We can translate every emotion it evokes in the most appropriate representation: the brand’s logo, color, typography, imagery and all other collaterals.

So what kind of car are you?

Rebecca Mourani
Associate Creative Director

Recently, as some of you might have noticed, we launched our 5-year anniversary campaign on Facebook and Instagram. For this occasion, we hit the food delivery notes, supplier receipts, and each other, to decide on the top 5 names we have been miss-called during the last 5 years, and the results were hilarious.

And the Oscars go to:

1. FARMAQUEEN (FAR.MA.QUEEN) A farm that produces organic products for monarchies. YES we brought a real chicken to the studio, and NO animals were harmed during the making of this shoot.
2. FITAMRID (FITA.MRID) A design house whose talented members can no longer relate to the real world. This definition and its interpretation show how much our own are dedicated and committed to the campaign and the company. Thank you Edline.
3. PHARMAQUEEN (PHAR.MA.QUEEN) A drugstore that sells exclusive designer medicines. We cannot survive without our pills!
4. FEEL MY QUEEN (FEEL.MY.QUEEN) Used by a guy to describe his hot desirable body. No comment here.
5. FIRMAQUEE7 (FIR.MA.QUEE7) The new form of the famous “zouzou ebba”. Some weird props and flashbacks have been made alive for this set, we would like to keep questions to a minimum.

To present to you our lovely nicknames, we went out and about, creating the most awkward set designs (trust me on this), and this how we did it:

Art direction: our super talented Senior Art Director Zeina Baaklini (AKA the pharmacist) manually prepared each set with extra care and love for craftsmanship. Here are the prescriptions:

• You should always start with a defined color palette that covers clothes, backgrounds and props.
• Draw sketches for each composition and do not leave anything to the last minute. Improvising on set can be lethal!
• Make sure to have the make-up and hairstyles chosen ahead. Try to have as many references between your hands as possible.
• And most importantly pick a photography style that goes with your theme. Choose your lighting and the effects that suit your set and desired end-result.

And I will add one myself:

• Get interestingly and funny weird models to chip in and it will guarantee you very promising results!

Happy 5^th anniversary FEER McQUEEN!

Rebecca Mourani
Associate Creative Director

Zeina Baaklini
Senior Art Director