Background:
Considered a “mad scientist” by the end of his career
as an inventor, electrical and mechanical engineer, Nikola Tesla led a prolific
life that provided significant contributions to the 2nd Industrial
Revolution. His inventions were often
misunderstood or overshadowed by Thomas Edison at the time. However, his discovery of alternating current
(AC) became the North American standard in the early 20th century
because of its presented fewer risks and was more efficient than the
alternative direct current (DC). I want to create a typographic portrait of
Tesla to shed light on one of the world’s brilliant minds that has been gaining due credit
over the past couple of decades. My
image could be sold as a promotional poster to American utility companies to
acknowledge the use of alternating current, as opposed to direct current, the
European standard. Such clients could be
PacifiCorp, Puget Sound Energy, Seattle City Light and many other local or
national electric companies.
Target Audiences:
Primary audiences for my Tesla
portrait would be utility companies, homeowners and property owners. The iconic
Tesla image should catch the attention of power company owners seeking an
innovative and successful appearance for their brand. The image should also
influence utility customers on a specific company they would want to use if
they have a choice.
Objectives:
After seeing the Tesla
portrait promoting alternating current, power companies should feel patriotic
and want a strong symbolic image of a successful American engineer to represent
their company. Additionally, customers should identify with an American that
represents achievement and innovation and remember that company over the
competition.
Obstacles:
At the conclusion of his
life, Tesla was considered incredibly esoteric by the mainstream. He symbolized
an alternative to Thomas Edison and was also born in modern day Croatia. This may deem as un-American to older
generations and cause them to be hesitant to buy electricity from a company
that favors the image of Tesla over Edison.
Key Benefit:
Although Tesla was a
Serbian-American, he still provided the cornerstones for alternating current
that soon became the North American standard for the transmission of
electricity. And like many ambitious immigrants that acquired American
citizenship, he contributed to the framework of modern-day America. The audience should associate Tesla’s image with a feeling of
patriotism and strength in American engineering.
Support Statements/ Reasons Why:
As Tesla’s background and career
becomes more widely acknowledged and appreciated by the masses, he won’t be considered secondary
to Edison, but simply another contributing genius that helped develop America
into what it is today. He will be
celebrated as one of the dominant minds in American industries and with
presence of the Internet to spread information, his many U.S. patents and
inventions will be appreciated by the mainstream.
Tone:
The Tesla text portrait will
have a powerful, direct, proud tone.
Media:
The Tesla image will be for a
promotional poster, flyer or webpage image that provides the utility company
with an iconic visual aid.
Creative Considerations:
Since this Tesla image will
be a type portrait and not just a reproduction of his face, the text that
creates the piece will consist of Tesla’s theories, quotations and biological background with
a focus on alternating current and modern-day American engineering. It will be a unique visual for a power
company and help them stand out from the competition.
