About two weeks ago I was surrounded by nature in South Lake Tahoe, California. A friend of mind mention Emerald bay and how beautiful it is to watch the sunrise. I find this image inspiring because it reminds me of new beginnings. Every day is a new day to start and continuing the journey we were meant to follow.

Lesson of Love

What makes the love?

More brave faithful and strong

Is nothing but words

Words that show passion

But can be complete with compassion

And to show it with action

Unforgettable simple action

The great everlasting love

And making it more strong

By adding more words

Including great passion

Not without compassion

The unforgettable feeling of compassion

That is shown with action

Make true love

Faithful and strong

Is full of words

Shows a great amount of passion

By: Lucia Mendez

Timeline_Mastery

Defining Client Needs_Week one takeaways

I have a few takeaways as I reflect back to this week’s material for Defining client needs class. The first one would be that a graphic designer is not just an artist, but a master of solutions. Master of solutions, because clients present designers with their parameters and the designers must use their skills to provide a product within those parameters. Communication is a skill to help the designer to better work with the client.

Other information that was gathered is that a design is considered to be about 80% of sales for a company, and that is why graphic design work is an essential skill to apply when creating a company’s image. Going back to what was covered in the class material, through the writing assignments I learned the importance of creating an abstract page. The abstract page will give the reader a window into the overall subject that will be addressed in the assignment. immersing ourselves into each project is also important for a better understanding and to gain more knowledge from it.

The instructor mentioned that it is essential to always start our research process early and not create a habit of doing things last minute. At the end of the day, it will hurt our learning process because we will not be utilizing our time properly as we go through the MDMFA program. Another important thing they mentioned was time management, it is a major factor to consider in order to become successful in this program. Organization with our work is also an essential skill that will make our experience more productive.

Live sessions made things clearer, because in order to be successful in the Media design program you must be disciplined with your time and materials. It is essential to immerge into the subject at hand and to give ourselves enough time to research the subject property. It is not about surviving the program, but to thrive as we go through it.

Action Plan

The vision I have for my near future in the MDMFA program is to grow at my current design skills then to explore and practice other ways to execute them. I have 3 expectations for this program: learn how to better communicate through my designs, brand knowledge and improve communication skills to better communicate with the client. Communication skills are essential for my design career to become successful.

I will maintain a high level of commitment while going through the MDMFA program, I made myself a promise when I was in high school that I would get my masters. It is time to take my design knowledge to the next level. I will dedicate the necessary time to not only go through the program, but to thrive in it. There are a few things I have set in place to make it a smoother process, one is setting a daily schedule, giving myself the time to rest in order to have a more productive schedule. It is essential to dedicate time to do the work, and research as required, but also just as important is giving ourselves time for rest in order to be more productive and focus on our work.

Professional Goals

My long-term goals as a designer is to develop my own line of clothing with a strong brand image and unique identity. As an apparel designer, gaining media design skills will boost my chances of meeting my future goals. At the end of the day design (regardless of the branch) is all about communication and I intend to learn as much as I can from the Media design program.

Inspirational Quote

“The brick walls are not there to keep us out. The brick walls are there to give us the chance to show how badly we want something” (Dr. Randy Pausch). Wise words, we all can relate to confronting at some point of our life’s some kind of obstacle.

Defining Client Needs_Reflection Post

Introduction

Defining client needs class on week one, based on what we learned this week here are the takeaways of the week. Also, the future actions needed to become successful in the Media design program and my future career. There are a many of factors that play into having a designing that will sell. The most important one is communication. After the live session we learned the importance of time management and organizational skills. Also, the instructor mentioned the importance of immersing ourselves into the subject at hand and to giving ourselves enough time to research the subject property. It is not about surviving the program, but to thrive as we go through it.

Project Documentation, Peer Review, and Reflection

This month kicked off with research. The process of coming up with any sketches started with this process. The research process itself has been the foundation for coming up with any ideas. As mentioned in this week’s reading from “A Designer’s Research Manual, “design is not a linear process even though plenty of research was found necessary throughout the concept development stage. The research has been the core of this current project.

Furthermore, the approach taken when handling each topic’s research; was to separate each category from having a well-organized sketch process. One example would be when it came to geography, and it was vital to show the different landmarks and other surrounding areas; some of those categories were land and sea nature, city buildings, and weather. It was essential to show all of the elements that qualified under the category of geography.

The stage currently is in concept development. Most of the research was previously done in the last few weeks, although we dedicated a week straight just for the research; it was necessary to go back and forth when coming up with new ideas for the sketching process. It helps to have more accuracy with the icons.

The creative part of the concept development process is currently present. Even though the findings seemed enough when it came to the research, it looks like it is not the end of it yet. The critique from the live session and classmates with help with the refinement of each piece. In this case, is the top nine logos will get the process going to the next stage.

The feedback from these past weeks has been an eye-opener when it comes to design. When it came to the research, all agreed that it was a work in progress. As designers, it was clear there will be many backs and forth, even in future stages—the main feedback on the sketching ideas and techniques used for these initial processes.

The initial techniques were close to the assignment’s goal at hand, although it will need further clarification. Some of the lines were too fine, and they will need to be more apparent to the viewer. The sketches will need to translate well into other types of lockups. The icons will need further work to make them able to stand on their own to make it successful. The work is in progress, and currently taking it as a learning curve. To conclude, I feel grateful for the instructor and classmate’s time taken to review the work.

PERSONAL SWOT ANALYSIS

Strengths

In creating the vision boards, the strength that helped the most was the fashion design background obtained previously, and it was easier to understand the concept of a mood board. It is common in fashion design when developing a new line to create a mood board for every collection before starting the design process. It was useful to have skills plus knowing all three adobe programs, illustrator, photoshop, and InDesign.

Weaknesses

The weakness faced during the process of creating the boards were mainly the lack of graphic design skills. It was hard when solving the problem of editing and finalizing the final brand logo for each. A significant part of the final decision relied on peer reviews and instructors. It is defiantly a skill that will need improvement.

Threats

Some of the students in the class do have strong graphic skills. They also understand the main factor of what it takes to make a logo or brand successful. Their previous experience in graphic design gives them a step ahead; meanwhile, currently in the learning process of these skills.

Opportunities

Based on creating and deciding the right logo to use and how to edit it, it will be an opportunity to practice that will help overcome the obstacles. At the moment, graphic skills may not be the strongest, but working on them can be overcome. It is the perfect opportunity to learn from the obstacles currently facing.

Brand Vision Boards

DESIGN RESEARCH

Connecting / Synthesizing / Transforming

1) This month, during research for the place branding project, a few different research methods were utilized. The original thought at the beginning of how the process was blacker and whiter, yet it was not. One example of these was when conducting the primary research process. The ordinal ideas were to create a few questions to gather as much information as possible. More facts were collected from past and present information about the selected location: the perspective change.

The empathy map made a difference when gathering the finding and selecting the questions that were going to be asked. There are different things to consider when elaborating the right questions to ask, depending on who will be the interviewee; not all interviewees were asked the same questions. The questions varied depending on the background of each person regarding the place selection. 2) When conducting this research, the main objective was to learn about what is not being discussed; due to covid restrictions, different approaches had to be taken; with the restrictions present, it was still possible to walk around the street to observe people, yet the volume of people was much less compared to how it used to be pre-covid.

3)Furthermore, during the primary research phase, there were two research connections, helpful from Andy Schwanbeck and Turi McKinley from frog company. Schwanbeck gave a good insight into how to take the designer away from the project properly and what kind of attitude to have when observing and conducting interviews, and McKinley, on the other hand, broke down the process into two phases; the emersion to help understand the company (secondary research) and then move into what they called the discovery phase (primary research).

The discovery phase is when the team goes out to the location to conduct interviews to get a clear insight into the company; mainly is to explore the physical space properly. 4) Both views were the key components when conducting the first and second research phase of the place branding project. One of the things that were pointed out by both was that it was never about personal thoughts about the place; it is about the overall look into what the public thinks of it. It is helpful to take the designer out of the equation to have a successful process.

5. As mentioned previously, the original concept was very black and white, yet it was not. As the information that was presented at the beginning, it changed the original idea of the process. When it came to the primary research phase, the questions were mortified based on who the interviewee was. The strategies that were taken with the interview process were to make it more organic and not so strict on asking specific questions to fit a format.

The interviews grew according to each interviewee's answer; one thing to keep in mind is that multiple questions were drafted after reviewing the information about the empathy map method. Moreover, at the final stage, questions were selected depending on the answers that were received.

6.

References:

Hvas Mortensen, D. (2020) Stage 1 in the design Thinking Process: Empathies with Your users. https://www.interaction-design.org/literature/article/stage-1-in-the-design-thinking- process-empathise-with-your-users

Webster, M (unknown) What’s the difference between ‘sympathy’ and ‘empathy’? https://www.merriam-webster.com/words-at-play/sympathy-empathy-difference

Acayo, P. Schwanbeck A. (2015) Learning Design Research, Chapter 2: Understanding Different Research Methods, https://www.linkedin.com/learning/learning-design- research/welcome?u=50813145

GLG (2016) frog Design's Turi McKinley on Problem Solving and Design Research: GLG Leading Learners, https://www.youtube.com/watch?v=h2jBP3oOJZM&feature=emb_title

Problem Solving

1. The main design problem faced in the design for the place branding project was covid restrictions. It was limited who could be interviewed because pre-covid would have been safe to walk up to anyone in the street and ask questions. 2. The solution to the restriction was to contact friends through social media and have the interview via phone or zoom meeting. Other options were to try to contact the business owner of Valencia Street or ask people in the street with a safe distance to help answer the questions. 3. The solution chosen was the safes test because even with the social distance, it is easy to notice that when people get comfortable or relax in a conversation, they tend to get closer. Even though covid restrictions made things a little more difficult, it was still manageable to contact people familiar with the street's culture and overall atmosphere.

4.

Innovative Thinking

Comparing the work done this month versus work done in the industry. They are several factors to consider; one more interview will be required to conduct, and two, it will take longer than a month. Design research when it comes to Place branding is important to understand just as a place is not built in a day, it works the same for the research and design portion.

1.Furthermore, when talking about a design style in this month’s process, it will be more about what kind of information will be collected. This month’s work is more about the style of research rather than a design esthetic. The first phase was secondary research which was more of a qualitative approach to collect various information from history to physical location statics. When it came to the primary research phase, it took a more qualitative style by looking for information about people’s individual experiences and feelings.

2. Moreover, when it came to collecting direct information from people who are familiar with the street of Valencia. Based on the research, it was best to let the interview flow when it came to the interview process rather than strictly to a particular order or specific questions; some questions were created on the spot. Two perfect examples will be the interview from Karen and Jacobo. Karen was familiar with the street ever since she moved to the city for college versus Jacobo been familiar since childhood. It was easier to go into more details about the culture with Jacobo versus Karen.

3. The one thing that will probably change if the opportunity was presented is to interview the business owners to gather information about feelings, include numbers, and see the same environment through different eyes.

4.

References

Acayo, P. Schwanbeck A. (2015) Learning Design Research. Understanding Different Research Methods. https://www.linkedin.com/learning/learning-design-research/welcome?u=50813145

Hvas Mortensen, D. (2020) Stage 1 in the design Thinking Process: Empathies with Your users. https://www.interaction-design.org/literature/article/stage-1-in-the-design-thinking- process-empathise-with-your-users

Webster, M (unknown) What’s the difference between ‘sympathy’ and ‘empathy’? https://www.merriam-webster.com/words-at-play/sympathy-empathy-difference

Acquiring Competencies

The skills learned were the several ways to conduct a proper research process, from finding sources to contacting people involved with the subject.

1.Design research is important because it helps with problem-solving, and it helps identify the right direction to go for a design concept. Occupational because is a process required in the professional field to create the best design for any client. Conceptional is a specific procedure divided into the separate steps required for a proper design journey.

2. Primary and Secondary are both just as important because it helps gather distinct types of information. Primary research allows gathering information firsthand, and secondarily helps collect information from other sources; it helps collect information about its history and foundation. This process applies to both academic and occupational because using this process is the way to best obtain information for school assignments. And occupational because it is a process necessary when starting a design process in a professional setting.

3.Generative and evaluative are important in research because they collect completely distinct kinds of information. Generative is what helps understand the problem in the initial design research phase, and evaluative is where testing takes place towards finding the best product. When it comes to categorizing it fits well with academic, occupational, technical, and conceptional, it will help in the research process in an academic and professional. Furthermore, technical because testing products and conceptual because these processes help give different perspectives of any topic.

4. Synthesis writing is important when communicating a message to any audience. It is the concept of putting various sources into one message. It helps when explaining a message more directly. Furthermore, it is more of an academic category because it is widely used in school assignments, yet it is also widely used in the industry. Moreover, conceptual because it helps combine different ideas and can give a new perspective.

5. Place Branding is another form of branding. It is a process for branding a specific physical location. It can be for a neighborhood, city, or country. The best categories for this topic are occupational and conceptional. It is a process that is mainly used for media design in the professional field and conceptional because it is all about giving a new perspective to a place.

6. Drafting an Interview is crucial to create when going through the primary phase of the research. It helps collect information from a direct source. Interviews apply to both academic and occupational because it is a process used by students to gather information when researching, and occupational because it is widely used in the industry. Technical because it requires practice and research to conduct a proper interview.

7. Differentiation is important because before, it helps know what sets a business apart from others. It is more of an occupational category because it is part of the research process in the industry. Conceptual because it will help give a distinct perspective.

8. Brand differentiation is crucial for any brand to know what makes them different from the rest. It is more of an occupational category because it is mainly used in the industry. Conceptual because it is a strategy that requires practice to make accurate as time goes.

9. Several ways to differentiate a brand are important, not just because it helps a company or brand stand out from the others. However, there are also diverse ways to tell a story, going at a slow pace and looking with a distinct perspective to find new results. Occupational because multiple brands and businesses are selling related products in today's market, they all face the challenge of finding their difference. Technical because it is a process that, with practice, it helps find added information.

10. Problem-solving is essential to any design process. Problem-solving helps set a solid foundation when creating an updated design idea. Occupational because even though it is widely used in a classroom setting, the industry needs to use it regularly. Conceptional applies to problem-solving because it requires looking at it from different perspectives.

11. Meaning behind a design is important to understand because when designing, it is vital to have a clear objective for any idea to become successful. Occupational because of the importance of clarity when creating an ad campaign for any product. Conceptional because it may have a specific procedure apply to it when creating.

12. Research process is important to help any product or company succeed in the industry. Occupational because is the base foundation for any innovative design ideas in the market. Technical because it requires specific techniques when going through it.

DESIGN CHALLENGE: PREMIERE PRO

MDM570_WEEK 1_MASTERY JOURNAL

Annotated Bibliography:

Banks, T. (2016, August) Freelance State of Mind: The real value in self-initiated work.

It states the way self-employment needs to be viewed when it comes to the initial work edicts. It is based on the benefits that can be gained by following freelance employment rather than going with the traditional way of seeking employment from an organization already established. When it comes to self-employment, it is essential to have self-motivation to handle the pressure that may come with every project that the designer may face. One of the benefits that the designer will benefit from is financial stability which will come with time. One major downside to this form of employment is the lack of stability at times. The main requirement to follow freelancing is to be focused and disciplined because it will require energy, talent, and time to get each job done on time due to its high demands. It is of high importance to keep deadlines to get paid and get future referrals.

Shipham, R. (2015, April) Is self-employment a variable option for design graduates?

Self-employment is not always recommended for recently graduate students due to their lack of experience. It is often recommended to the student to seek employment rather than going straight into self-employment. The main reason is that from theory to actual practice can be a significant difference. After graduation, most students have no idea of what needs to be done to get the job done, yet it is not impossible; there is a meager percentage of students who can get the job done. Even though it may not be recommended for someone coming out of an undergraduate degree, it is an option for someone getting a graduate degree. When deciding to go the self-employment route, it is vital to be a self-motivated individual. As a designer, it will require content research to keep up with what is going on with the industry, not just in new styles. It will require keeping up with technologies as they get updated in general.

Domeyer, D. (2018, March) Managing Design Career. Defining your career objective.

When working for an agency or in-housework, even though it is not self-employment, it will also be required to do some self-reflection. There are various things to consider when working for an organization, not just that a paycheck will come at the end of the week or month. There are questions to self-ask like, is the company a good fit for the individual? Or does the employer have a sense of empowerment? Are they positive engagement in the workplace? Ask yourself what the purpose of the work and vision of the company is? It is crucial for the designer to feel appreciated not just for him/herself but also for the company. If the employee does not feel appreciated, the work will not flow, and performance will lower as time goes. The employee's happiness is of high importance not just for the designer but also for the employer. As a designer, self-employment may not always be the answer; yet it may be necessary if the designer is not happy in the current company. In some cases, changing companies will be the answer. It will just require some research to find the right fit.

Morris, R. (2008, June) Creative Inspiration: Rick Morris, Motion Graphic Designer.

Motion design is an ongoing industry that is always dealing with change, not just in new styles but technology. The past year’s technology has provided a greater platform for motion artists to share their message much clearer. As a designer, Morris states the importance of creating a creative environment to help be more productive and creative, yet to help be happy. Morris explains the opportunities presented as a freelance designer; otherwise, it may not happen when working in-house. Morris clearly explains the importance of taking every opportunity that shows up in the process. AS a designer, Morris has taken every job possible, and it has opened many new opportunities. Furthermore, one main thing to consider is that freelance is not the stable route to go. On some occasions, it may be an overflow of financial means and others extremely low; it mainly happens between jobs. It is a subject that must be taken into consideration when deciding to go freelance.

Castillo, R. (unknown) In-house, agency, or freelance-what’s right for me?

Castillo explains the differences between working in-house versus freelance. They both have their benefits from gaining financial stability and security to freedom to work different hours. Even though that freelance may be looked at as work that fast pace, working in-house may also require the same performance speed, working in-house can be demanding at times versus employment. The demand comes directly from the client or the designer, depending on the pace they decide to implement. Moreover, Castillo states that working in-house can greatly benefit the designer by being a direct source of knowledge for a new designer, which helps the designer gain experience through different company opportunities. Experience is the best teacher to have when it comes to any field, not just design. Might while in freelance, it pushes the designer to gain control of their own learning and pace. Another thing to consider when working in-house that it does not closes the window for working for a agency or from doing freelance work.

OUTCOMES AND KNOWLEDGE

ABSTRACT: Week 1

Week one of organizational structures was full of beneficial information regarding understanding motion design and employment. When it came to the different forms of employment that were learned, it varied from working with an agency to working In-house to doing independent freelance work.

Furthermore, motion design is touch-based on multiple factors that help any film be successful; yet it also clearly explained how every scene has its own unique rhythm from slow, calm, and fast pace. In some cases, the way the actor’s breath can be a form of rhythm. Rhythm can also be used as a tool to help the director determined when to cut a scene. Beyond rhythm in a Motion design, there are other crucial factors to consider when sound. There are several types of sounds, from sounds that only the audience will hear but not the actors to sounds that the actor in the film will hear and the audience. These sounds are called diegetic, non-diegetic and internal diegetic. Diegetic sounds are those that the actor hears as the character as well as the audience. Non-diegetic sounds are those that the audience only hears but not the characters in the film. Internal diegetic sounds are sounds that both hear the audience as well as the character.

Connecting, Synthesizing, Transforming

This week it was learned about diverse types of employment when it comes to design. Moreover, the art behind motion pictures and the different variables that make a film unique and important. The motion picture was interesting to learn about how its rhythm identifies every scene. Moreover, how sound in each scene can vary from all involved means listening to the sound versus only the audience knowing about a particular sound. One example given was the movie JAWS, where the shark is about to attack someone in the water, but only the audience can hear the music in the background that indicated that the attack from the shark is about to happen. The character is unable to hear this sound; only the audience can. This sound is called non-diegetic.

1.) Motion pictures are one of the main subjects that stood out this week, from undemanding the concept to making a short clip using the program premiere pro; from learning about the film to using the tools by putting them to practice, there was a significant difference.

2.) Moreover, going back to sound Hanson clearly explains what non-diegetic sounds are and gives assorted examples from films. The main film explain for this style of sound was the movie JAWS, where the character is about to get an attack; the audience knows about it because of the music that is played as it leads to the moment of attack, yet the character is unaware.

3.) Hanson explained how sounds in a motion picture get classified from diegetic, non-diegetic, to internal diegetic. It helps connect these sound concepts when it came to the design challenge this week. 4.) The main reason was that when creating a short clip, there was no sound required to look for a sound that could help convey the rhythm of the coffee commercial. It helps understand the reason why it is important. The project's outcome helps to clearly understand the importance of the sound to help engage the audience in the message—this project mainly played with non-diegetic sounds.

Solving Problems

1.) This week's design problem was understanding what entails and how to handle rhythm in a motion picture. 2.) To solve this problem, besides the research found, it mainly relied on creativity. It is up to the artist to decide when to stop or contuse with the character's music or dialog. Unfortunately, this comes with experience. Which basically means practice and more practice. An artist just because they understand a concept does not mean that they should stop. There are always new things to learn as time goes when it comes to technique. 3.) Moreover, the problem was solved by creating a clip that flowed well. Then, a sound was found that matched with the current rhythm of the images displayed. This concept was mainly done by feel, not by following a particular technique. Another solution to this problem would be selecting a sound that best fitted with them match the images with the sound. 4.) When it comes to design and the artist, both solutions are correct; it is all up to the artist to decide what best fits the project.

6.) As mentioned previously, techniques can be improved with time and practice for any artist. This week's challenge, this short clip is explained, yet more techniques can be applied. Based on what was presented this week, it would have been useful to add text to the clip to explain the coffee shop further and extend the music search to see if there was another sound that could better fit the theme.

Innovative Thinking

When it comes to creating a short clip for the design challenge, it was innovative because it was a new concept learned. It will require more practice and research to become more familiar with the program's tools to make the final message more impactful. 1.) the main design styles use for this project was creativity. This project, even though it will be required to be learned about the software, will require practice. The practice is the best teacher in the field. 2.) Moreover, when it came to this project, the main message is present in the film; the one and mainly required to change is to gain more knowledge in the program. 3.) This project will require further exploration to be able to make it successful. Further work will be done from a new viewpoint; by learning more technical skills will help the main ideas come to life.

Acquiring Competencies

The main lesson learned from the research to practice part on the design challenge is that there is a significant difference between reading to practice. Furthermore, that it will require practice and research to become comfortable with creating further motion design assignments. Premiere pro was defiantly a new subject to be learned and a challenge to become comfortable with the software. Moreover, a few useful tools help when creating the short clip from the reach this week. It helps understand how to layer the clips and smooth transitions between them, not to make them look choppy.

1. Main concepts: Research, Motion Picture Design, Sound.

2.) Research besides that was useful to understand the subject at hand; further, it is considered not just for Academic yet for Occupational and conceptual. In this field, as a designer, the research process will never stop. Research helps understand the project further from its foundation to see the different options the project can take by conducting secondary research and primary research. One example of primary will be conducting interviews to see how the correct audience sees a particular subject to gain a more up-to-date perspective.

3.) Motion Picture Design helps put ideas from a director into reality. Technical is technical because it will require further knowledge in various programs. Occupational because it is used in the industry, yet it is learned at an academic level, preparing artists for the industry.

4.) Sound is applied for both Academic and occupational. Is an ongoing circle, student learn it to then apply in the industry. It is mainly conceptional because it is up to the artist to place and manipulate the sound in any motion design picture.

5). The main three areas that will be a major takeaway from this week's works will understand how sound works and helps a director share a message with the audience. Second, premiere pro ability to combine multiple videos and help layered with other items. Furthermore, final been able to share a strong message by utilizing the different techniques learned this week through sound and premiere pro software. It is a process that is not yet been finalized and will require further exploration.

References

Hanson, J. (2014, December) Diegetic and non-diegetic sound. https://www.youtube.com/watch?v=H_4hOY-9nKA

Harrington, R. (2019, December) Getting Started with Premiere Pro for Non- video Pro. Sequence Clips to Tell a story. https://www.linkedin.com/learning/getting-started-with-premiere-pro-for-the-non-video-pro/want-to-get-started-with-premiere-pro?u=50813145

Morris, R. (2008, June) Creative Inspiration: Rick Morris, Motion Graphic Designer. https://www.linkedin.com/learning/creative-inspirations-rick-morris-motion-graphics-designer/interview-with-lynda?u=50813145

Cox, J. Parvini, B. (2014, June) Motion Design Insigns: NAB 2014. https://www.linkedin.com/learning/motion-design-insights-nab-2014/motion-design-insights-with-jeremy-cox-and-brandon-parvini-nab-2014?u=50813145

DESIGN CHALLENGE: AFTER EFFECTS

MDM570_WEEK 2_MASTERY JOURNAL

Outcomes and Knowledge

Connecting, Synthesizing, Transforming

This week a few topics were covered, from how the feeling of meaning happens in the brain to the major differences between motion graphics and animation.

1. The brain and how humans create the feeling known as meaning. How do we humans find and process meaning in life? To start, the principal areas that help create meaning are three sections of the brain. Their names are the ventral stream, dorsal stream, and limbic system. The ventral stream helps recognized objects, the dorsal stream helps create a mental picture, and the limbic system helps create the feeling. All these three parts help process and create an emotional reaction (TED, 2009).

2. When it comes to the motion picture, as explained by Scirocco (2014), motion pictures are not so much about creating a beautiful piece. The focus of a design is connecting a message with a person (The creative Spark, 2014). The audience will create meaning in their brain, and if the design did the job well, it would transmit the intended message. Furthermore, as Kraner (2013) stated, motion design has the power to communicate through storytelling. “Motion is a universal language” (Kraner, 2013). Motion is one medium that does not need an extensive amount of content to create an impact. One perfect example of this is the ‘Nothing’ campaign done by the Rhode Island community food bank (Nothing, 2011).

3. The world of design is much more complex than what the views see and its impact on the audience. How humans create an emotional reaction in their brain (TED, 2019) to how motion pictures help give a more impactful message at a much faster rate than other methods, like print. Moreover, as mentioned by Kraner (2013), motion is a message within itself.

4. Design is about communicating what is inside our brains to the people outside and how it is done can make from little to a significant impact depending on how it is done. As a designer, it always depends on the type of message and to whom we speak when it comes to layout or medium to use. Motion design is a complex and useful tool to utilize; it has not been fully explored to give previous work examples. On the other hand, when it comes to print, there are a few options. Layout and copywriting can make or break a message. One major thing to consider is just like motion design; more content does not mean it will be more effective; in most cases, less makes a greater impact. Here is the perfect example of before and after of a campaign done for a non-profit organization.

Problem Solving

There were a few obstacles throughout the process of setting the best voice and tone for BOXPARK Sushi. As mentioned in the previous class, there is no black and white answer; setting the voice and tone is complex.

1.) Voice and tone were a problem to solve because they will reasonably determine the look and feel of every visual included in the creative brief. Starting with the color palette. After a long process of elimination, it came down to these terms: eco-friendly, Safety, convenient, fun. These words helped select the final color palette of the restaurant. The palette defiantly leans toward a simpler organic natural feel and the visual selection to have a fun, relaxing, layback feel.

2.) when it came to the final color palette, there was more than one route to go in. As mentioned, one of the main words to describe the restaurant's atmosphere is fun, and fun can be color interpreted in different ways; one can be bold and bright, yet there were other terms to consider as eco-friendly. 3.) Moreover, it fun and eco-friendly what color options can grow? Choices are many. The solution was more focused on eco-friendly and bright to be sure to embrace all terms at hand.

Innovative Thinking

When comparing current student work to working in the industry, the industry has enormous leverage. Mainly because, in a professional environment, the opportunity to interview clients, chefs, employees, and customers/locals will help find more and direct ways to design to help make the design more effective.

1.) As mentioned, having the leverage of interviewing those involved in the project can significantly impact the final result. It will help create a more specific voice and tone by visiting the city and neighborhood to get a realistic feel of how Boxpark Sushi can service the locals. Moreover, the dynamic vision board can exceptionally be influence by this information.

2.) The dynamic vision board was focus on target demographic needs and what Boxpark sushi can offer for them. As the images play, it is clear that Safety and care and eco-friendly and fun are what helps set the overall feel of the board. However, because there is room to try and experiment, in the end, there was a call to action. The main reason that was added was to test how it will all play out.

3.) If allowed to return and make changes to the dynamic vision board. Moreover, starting with clips about the people enjoying a meal at the park and inside the restaurant. Furthermore, change font size and color to help it read better and extend the time they are on the screen to deliver a more straightforward message.

Acquiring Competencies

One thing was clear in Design integration; the voice and tone of a brand help set the approach of a project. Along with knowing who the target market is, both of these subjects are crucial to know and understand to help the project be successful.

1.Storytelling in an advertisement: Storytelling is a series of events that happen over time (Felton, p.68). It is part of the emotion or feeling of an advertisement. People are moved by a story (VaynerMedia, 2021), as said by Dara Treseder.

Occupational: It is a tool widely used in design to help convey a more impactful message.

Conceptual: because it is based on someone's perspective and emotions.

2. Voice and Tone: This is what helps set the personality for the brand. Is the overall look and feel of it.

Occupational: It is a tool needed in the design industry to give brands a personality and better relate to the target.

Conceptual: It is based on the feel of a story and not specific data, yet data is needed to conclude.

3. Advertising (words vs. pictures): In print is essential to match the image with the words to share a story or concept with the target audience.

Occupational: It is a tool used in print advertisement and media in general to share the message with the audience.

Conceptual: because it helps share a story with the audience.

4. Importance of Mood boards: This is a tool in design that helps the client see and understand the image for the project.

Occupational: because it is a tool used in the industry to guide the client through the vision, yet it is learned at an academic level.

Technical: Mainly because it is a step that helps define the future outcome of a project.

5. Designer Vs. user are two perspectives to be considered when designing. The designer has the skills to execute a design, and the user's perspective can change that for the designer. The goal is always to pull a reaction from the user in order for it to be successful.

Occupational: because they are two perspectives carefully analyze in the industry.

Technical: because it requires data to be able to finally the results of a design.

6. Design and emotion: They are two subjects that work hand in hand. They play a role when it comes to storytelling.

Occupational: It is a tool used in storytelling to share emotions

Conceptual: It is based on visuals and emotion. It can also be technical if emotions were not involved.

7. Motion Design: Another tool used in design helps tell a message and advertise a product or service.

Occupational: because it is a tool widely used in the industry to advertise products.

Technical: because it requires technical skills in order to be able to edit and produce a motion design.

8. Marketing and Advertising: This is the primary tool used to expose a product and service in the industry.

Occupational: because it is the primary tool to expose the product to the audience.

Technical: because it requires skill and data to property display the advertising, a plan needs to be created for marketing strategies.

9. Effective Strategies: This is based on the different ways a marketing plan can be taken; it all depends on the client's needs and who the target demographic is.

Occupational: It requires a research process and data collection to find the correct strategy to take in the industry.

Technical: because it requires a process and research to find the correct strategy.

Final Reflection

Design integration has been an informative and productive experience for understanding the process of researching and the importance of having a voice and tone for a brand. Moreover, starting with week one, it was learned about the voice and tone and its differences. Voice is part of the constant behavior or direction a brand takes, and tone is more of something used in a moment or a specific advertisement campaign (Felton, p.103). In week one, a chart with the brand's voice breakdown was created to help understand the many parts a brand's personality has; to help clarify the direction of a brand.

However, in week two, a static vision board was created to help clarify how the voice and tone of Boxpark Sushi will look like when it comes to this step; it is vital for developing the brand's personality and direction. A static vision board is a tool to help communicate the direction with the client. A vision board is vital because it helps set the design direction (WDD STAFF, 2008). Moreover, on week three, to voice and tone of the brand were continued to help set a more precise visual image through a dynamic vision board. This board was challenging yet rewarding because it helped show moving part of the atmosphere of what is to be expected for guests who visit the restaurant. It is a vital source to clearly show a brand's voice and tone when it comes to video editing.

Furthermore, to conclude, every piece of information learned this month from voice and tone, storytelling, advertisement styles, and how to create a 'Creative Brief' plays a significant role in the industry. Every piece of information helps connect each of them; one example can be storytelling and advertisement and how they work together to make a more significant impact in a campaign. Felton clearly explained its importance in an ad campaign because it helps provide drama to the visual that is presented to the audience. Moreover, it provides entertainment and helps guide the audience into the product and its functions. One example of storytelling can be this range rover ad because it shares a strong message regarding the strength and power of the vehicle.

When it came to the image created about Boxpark Sushi through the static vision, there was more opportunity to introduce the brand's personality besides the dynamic board. The board helps set the color palette to the typography options along with visual images. In this case, the visuals help set the story behind the brand by providing clear images of how the restaurant's atmosphere will look like, and it helps share part of the story.

To conclude, when it comes to creating or refining a brand's personality, every part counts. Moreover, all the parts are vital to be included in the creative brief, a clear breakdown of how the brand new personality should go. However, the creative brief can make or break the deal, and that is a may reason to focus not just on the design of a brand; yet clear communication with the client is vital for the project to go as smooth as possible.

References:

Felton, G. (2013) Third edition, Advertising Concept, and Copy. 9. Words I: Establishing Voice.

Stukent, Inc (2018, May) Developing Your Brand Voice – Liza Dunning. https://www.youtube.com/watch?v=z9KRWgGYD8E

Professor Wolters (2020, January) Should You Advertise on TV, Radio, Newspaper, or Online? The Media Mix Explained. https://www.youtube.com/watch?v=CzksdLVD7iY

Norman, D. (2004) Designers, and users: Tow perspectives on emotion and design. http://projectsfinal.interactionivrea.org/2004-2005/SYMPOSIUM%202005/communication%20material/DESIGNERS%20AND%20USERS_Norman.pdf

VaynerMedia (2021, January) Peloton’s Dara Treseder joins GaryVee on the first #MarketingForTheNow of 2021! https://www.youtube.com/watch?v=8mTCrrSCBwg&list=PLezrk2ffoSZzzTgMDyDsu1hjRX4vEk2Bj

WDD STAFF (2008, December) WHY MOOD BOARDS MATTER. https://www.webdesignerdepot.com/2008/12/why-mood-boards-matter/

Felton, G. (2013) Third edition, Advertising Concept and Copy. 9. Words I: Establishing Voice.

Multi-Platform Delivery

Connecting / Synthesizing / Transforming

This month most of the research done was more based on layouts and overall presentation techniques to help effectively present the work done in the past few months.

1.) A few connections were made when it came to creating the logo for this version of Boxpark Sushi. First, the logo needed to reflect on the company's personality, which could have achieved in a series of logo parts. Moreover, the logo needed to remain simple to communicate its message and make it memorable (Airey, 2014).

2.) As Airey's explained, a logo must have the potential and ability to be transformed or resized. In addition, the logo has to have the ability to be clear to see and read from a small icon on letterhead to a billboard in a major street. Moreover, there are many factors to consider when it comes to creating one, yet one central point to keep in mind is to have the ability to be displayed in different sizes to say that it is a practical design (Airey, 2014).

3.) The connections that were found during the process of drafting and finalizing the logo were a few. In previous classes, it was stated that a logo does not necessarily have to reflect on elements of the restaurant; in this case, icons reflect on the restaurant as chopsticks or sushi rolls. Moreover, there is a possibility that if the logo ends up having an icon would have nothing to do with the restaurant. The main objective is to represent the brand's personality and be simple enough to be memorable.

4.) Some options had icons from items of the brand in the begging stages, yet they were not effective because there were not memorable. The main reason was that they have already done it in the past. Moreover, as the process continued, it helped reflect on the basic rules of logo design and one item. Furthermore, typography was the start of the second drafting idea, then came a pattern to help associate the brand with it, then lastly, an icon was added to emphasize and add detail.

5.) The outcome of the logo design helped connect with the brand's personality by including items that help convey a more vital message for the brand. In the beginning stages, the outcomes were unclear due to earlier failed attempts to represent the brand through icons as a sushi roll or chopsticks. The final draft focus on typography, then it grew from that point on. Moreover, taking a slower approach to creating the logo helped create a stronger identity. The logo helped provide icons and symbols to the brand to represent it better. The logo connected the brand's personality yet gave more to it.

6.) Visuals / Process and final work:

Problem Solving

1.) There was more than one design problem faced during the creation of the Boxpark sushi visual image. As mentioned previously, the logo went through different changes, and the process took longer than expected, yet there was another major problem to consider during this process. The layout was an unexpected design problem because that came about as the brand style guide was being developed.

2.) One of the main problems that were faced during the setting of pieces was the overuse of text. Moreover, it gave the necessary information, yet it needed to be consolidated to focus on the facts that needed to be said about the final design choices. Furthermore, the text was set at the center of the page, and it was not making things appealing to see or inspiration to be read. However, it was vital to keep things concise and straightforward to deliver the brand more effective delivery to the client. Moreover, besides the trimming of the information, it also needed to be placed in different places on the page. As McWade mentions, there are two types of layouts: grid and freeform (McWade, 2016). When it came to this project, the best route is to go freeform because it will have a more visual appeal and structure at the end.

3.) The final approach to the layout was best because it follows the principle guidelines to having a better final presentation and two to make things readable and more appealing, welcoming to read. In addition, the reduction of text and re-location will help deliver the message in a more effective way to the client.

4.) Visual example of Layout solution.

Innovative Thinking

When comparing the current work to the industry, it is clear that some information may not always need a professional setting because this has been my first experience with creating a brand style guide. However, it is vital to understand the process properly and when the time comes to know what may be asked.

1.) One of the standard design styles seen this month has been minimalistic and freeform for layout. The main reason has been that there has been a focus on keeping things simple to deliver a more concise message and be effective. However, the freeform layout has played a significant role because it also needs to be delivered creatively; there is a reason to have designers at the end.

2.) As the process of finalizing the brand guide has had a few starts over, as the logo. The personality of the brand has been clear and direct. There was no inspirational work-based, yet the guidelines for the presentation base on McWade layout guidelines and advice. The followed styles were freeform, leading to multiple trials and errors when doing for the first time. However, it is a process that helped present the work in the most effective way to the client.

3.) Moreover, for future projects, this current project will help set some templates. However, some of the layouts may need to be adjusted. The delivery may be similar, depending on the message or topic that may need to be conveyed to the audience. Furthermore, this project may help set a template; every project must handle individually because new ideas need to be born. It is not wise for a designer to create the same time of work year after year; there has to be an evolution in style or delivery to stay current.

4.) Layout examples

Acquiring Competencies

This month there was information that was informative and added value to previously learned subjects from previous classes. For example, in the multi-platform delivery class, a development brand guide was developed, and there were different perspectives to look into when creating. Moreover, one of them was understanding the difference between what a logo is versus a brand.

Logo vs. Brand

The main difference is that a logo is part of the visual presentation of a brand, yet multiple items go into creating a brand. Therefore, a brand is composed of multiple items and is a layered topic that cannot be defined just by one item.

Occupational: When it comes to logo and branding, it is learned, yet it is used in the industry as a tool.

Technical: It is technical than conceptional because it requires steps to deliver the result.

Brand Identity

When it comes to brand identity is composed of multiple factors as a visual image, personality. The personality of a brand is composed of voice and tone, and company beliefs, and foundation.

Occupational: because it is an essential tool for a company to identify in the industry.

Technical: The main reason is that branding is a process requiring a series of steps.

Freelance work

Freelance is a way of working in the industry; some designers choose to work under a company umbrella, and others independently or independently part-time.

Occupational: because it is an approach to work in the workforce.

Conceptual: because it is a different perspective versus working under a company's umbrella.

Post-mortem meetings

These meetings are part of the design process because they help define and understand what went well in the process, even though these meetings only occur at the end of the process to help future projects.

Occupational: because it is part of any design process in the industry to help the designer improve future projects.

Conceptual: because it is a process in which the results of a project get broken down to understand the good and bad processes that happened to either change or keep for future projects.

Evaluating Creative briefs

It is how the different elements that compose the creative brief get analyzed to determine its effectiveness. For example, a creative brief is composed of shapes, colors, and typography that reflect the company's voice and tone.

Occupational: because evaluating a creative brief is part of releasing to the client the brand's identity.

Conceptual: The main reason is that it requires a series of procedures and is part of the branding process in the industry.

Brand Style Guide

Brand style guides are the breakdown of every piece of information related to the brand from story, color, typography choices, and other visual elements that help clarify what the brand is and stands for.

Occupational: brand style guide is a significant part of the industry because it is a book that is given to the clients with all of the guidelines to keep a specific public image.

Conceptual: As with other process pieces, a style guide requires an extensive process to define a brand clearly.

Layout

The layout is a significant part when it comes to creating any visual material for a brand. It is a topic that is always in contend need of change as time goes on because styles change, or trends may apply. Careful attention to layout can make or break any design idea. There are two types of layouts: freeform and grid. The freeform is based on the image, and context gets added around its shapes, and the grid is more structural and stricter when it comes to placement.

Academic / Occupational: This is academic because it is a topic learned and practiced regularly yet is an essential tool for the industry.

Technical: It is technical because there are rules and guidelines for the two different layout options.

Elements of a Brand

There are essential pieces for a brand's complete image, and it is not just the visual elements that count, yet its story and beliefs that help define and set a brand's foundation.

Academic / Occupational: The elements of a brand apply to both. In a school setting, the elements get broken down and understood versus the industry, where they apply to the brand.

Technical: It is technical because it is a series of steps to find and understand each part of a brand.

Design strategy vs. business strategy

When it comes to strategy in the field of design is the same information; what makes it different is how it gets delivered and to whom. So, for example, in a large company, the way it gets presented to investors versus a marketing team has an entirely different approach to make the goal clear on both sides of the spectrum in a company.

Occupational: because it is a process created in the industry with specific goals to obtain a result for the company.

Technical: because, as with other processes, it requires steps to set a realistic strategy to obtain the goals desire correctly.

References:

Airey, D. (2014) Logo Design Love, annotated and expanded, Second Edition. Chapter 3. https://learning.oreilly.com/library/view/logo-design-love/9780133812589/ch03.html

McWade, J. (2016, October) Learning Graphic Design: Layouts. https://www.linkedin.com/learning/learning-graphic-design-layouts/welcome?u=50813145

MEASURING DESIGN EFFECTIVENESS

Connecting.Synthesizing.Transforming

This month it was learned how to measure the information collected from previous months and finding ways to measure the design method in which the brand Boxpark Sushi was created and presented. One way that was measured was by learning how to create a survey to have people who fit in the target demographic provide feedback for the version of Boxpark Sushi created.

1.) When it came to creating a survey, a few things were learned: how to come up with the best possible question to collect the essential data needed to provide and identify a pattern (Randall, 2018).

2.) Moreover, as stated by Randall and O’Grady, a survey helps collect a large amount of data concisely to obtain the best concise results. Surveys help identify a specific pattern of the audience to help the business or brand better serve and target them in a more direct manner (Randall, 2018). Moreover, understanding these patterns in human behaviors will help the brand have a more effective strategy when taking the best design strategy approach (O’Grady, 2009).

3.) When it came to developing the question that would form part of the survey, it was quick to learn that many points needed to be addressed. It required some focus and research to understand the information needed to have more direct questions to get straight to the point.

4.) When initially drafting the questions for the survey, it was challenging because there were months put into this version of Boxpark sushi that having it be in just a few questions seemed impossible at first. However, after a careful review, a few topics surface, as does the color palette work? Does the icon selected work with the overall logo? Would people be willing to post online for a discount? Or will they be willing or comfortable to order from a robot? The questions were created and sent to thirty people to give the possible ads to get as much data as possible from people who fit in the target demographic for Boxpark sushi.

5.) Moreover, thirty requests were sent, and twenty-one returned with data to be applied. When it came to evaluating the results of the color palette, it was found that it was considered to be calm by twenty-three percent, active and friendly, taking the lead. Calm, friendly were the initial goals when creating the color palette. This version of Boxpark sushi has been intended to be a place where people can come and relax after a long day at work and enjoy a friendly environment, where Eastside Milwaukee residents and people working in the area are welcomed. The results match the initial goal. It was a moment to enjoy as a designer because the initial response came close to the goals desired.

Problem Solving

1.) One of the main problems found in this class was not research or identifying what needed to be asked. However, the most considerable challenge was finding and reaching out to the people who fit in the Boxpark sushi target demographic categories. The finding and chasing process were the most challenging of all. Moreover, when designing the order in which the questions were set, it can provide support to obtain the most accurate, concise information for the potential success of Boxpark sushi.

2.) The solutions found for this problem of design order for the survey was when asking about the color palette, follow by icon and visual elements, then moving on to function as asking about ordering from a robot station.

3.) The choice was simple once all of the data was collected, the order was correct, yet some of the questions may need to be more amplified to help the audience understand what answer was seek from them. One of the questions was about what they thought the brand was about? Maybe with more description could have received more detail from the audience; after reviewing the last few questions, what do you think the brand is about when looking at color palette and icon?

Innovative Thinking

However, when looking back into the data collected from people who fit in the target demographic of Boxpark sushi. The basic guidelines were followed when creating and conduction the survey. Moreover, the data was intended to be carefully selected to create a concise infographic report.

1.) As the process began, it was vital to separate the information to provide more than one type of information as qualitative and quantitative information was collected. Quantitative been data based and qualitative been emotions based (O’Grady, 2013). Moreover, there are also complex and soft values. However, understanding more concepts will help better include the different types of information in the infographics report for a better representation of information that can easily be measured and the one that it is harder to do so, as data based on emotion (O’Grady, 2013).

2.) As the process of selecting data continued, it was vital to remained focus on keeping information that will help provide a report that will break down clearly what the audience feels and thinks about the brand of Boxpark sushi.

3.) In the original draft, multiple data research was presented, yet there were not the most indicated to set a goal for the brand. There was information for advertisement divided and needed to be combined because the topic was the same. However, when it came to the color palette, a closer breakdown of the information provided a more accurate brand report. In the final infographics, as shown below, removed information was kept with a better, more transparent presentation esthetic to help the viewer understand the concept faster.

Acquiring Competencies

In measuring the design effectiveness class, a large amount of data was consumed in a short period. Overall, this class's information was that design has to be done with a goal. Moreover, the more precise the goal is, the more straightforward or smoother the design process will go. One of the many research skills that were learned in this class was creating a survey, obtaining, collecting, and processing the data. Furthermore, it was learned the different ways to evaluate data through people who fit in the category for the target market for the restaurant of Boxpark sushi.

1. Qualitative vs. quantitative:

In researching the market, there are two types of information that can be collected: qualitative, which is based on information-driven by emotions. On the other hand, quantitative information is on numbers and data; no emotions attack it.

Academic / Occupational: It fits in both categories, because as a student, work is mostly about research, whether it is data or emotion-based. Moreover, occupational because the industry depends on these types of information in order to function.

Conceptual: It helps provide a new perspective into any topic based on how people feel about a product or brand or collecting numbers to see how a business revenue has grown.

2. Demographic vs. Psychographic information:

Demographic information is based on numbers as of their annual income or data as the size of an average household. It is the type of information collected on target market groups. Moreover, psychographics is more based on habits, which will help any brand understand the target market personally.

Occupational: when it comes to business, having a clear undemanding of the market, whether demographic or psychographic, helps any business succeed.

Conceptual: because it deals with understanding the process of researching the target market.

3. Basic Human needs:

When it comes to any brand, understanding what needs to be fulfilled through the product is vital for the brand. Human has basic needs as emotional, independence, security and more. The product or service can be more efficient if some of the basic human needs have been covered.

Occupational: It is more occupational because it is based on a subject that requires a process to identify the human needs that a brand can help fulfill for the market.

Technical: It can be technical because it may require an interview process by releasing a survey to the public to obtain the information needed to identify the needs.

4. Design Education:

Design is a complex subject within itself, and design education has undergone different changes in the last decade. The way people look at the design has evolved. The design has been able to solve complex subjects throughout the last decade.

Academic: because it is based on learning new ways of designing and solving problems differently.

Conceptual: It is a new perspective of looking into design techniques.

5. Survey as a design tool:

When designing and coming up with new concepts or knowing if a design is working, surveys play a significant role in helping to find data. It is the reason that they are considered to be a design tool.

Occupational: because it is a tool when it comes to design. It helps identify what works and what does not.

Technical: it is considered to be technical because it is a tool used for an interviewing process.

Conceptual: because it helps provide a new perspective for the designer.

6. Hard vs. Soft Values:

These are two different types of results gather from different types of methods. The information obtained can most likely land on complex values because they are easy to measure from online website traffic to followers. Soft value information is harder to measure because there is no exact number; it is based on emotions.

Occupational: It provides two types of information that help designers identify the different types of data obtained.

Conceptual: It helps provide different perspectives when it comes to a brand or product from the public.

7. Data and Humans:

Humans can absorb ninety percent of the information when visually presented to them. The way data is presented to humans can make or break a deal. It is where having a design perspective can change the outcome of the public's initial reaction.

Academic: because it is a topic that is learned in a classroom environment. It is part of understanding how in many ways, design can help.

Conceptual: It provides a new perspective when it comes to approaching humans with data.

8. Data Visualization:

As mentioned previously, the way data is presented to the public can make or break a deal. Moreover, presentation is the key, yet it needs to fulfill the following guidelines, it needs to be informative, efficient, and visually appealing.

Occupational: It fits on both categories of academic and occupational, yet it plays a more prominent role in the industry because it is based on how things are presented to the public that will help a project succeed.

Technical: because it goes through an editing process, and it sometimes requires a sketching process.

9. Infographics and who uses them?

Infographics is the presentation of the data collected in a concise, direct way visually to provide an efficient, informative, and visually appealing report.

Occupational: because a play a big role in informing the public or a company of the most vital data so that it will fast to remember.

Technical: because it requires a series or process to sketch layout for more transparent communication.

10. Know your audience:

knowing who is talked to plays a significant role when it comes to any brand process. The reason is that in order for any strategy, whether it is business or design, it needs a clear understanding of who the market is to be effective.

Occupational: because it is vital information designers need to know in the industry to continue with any process.

Conceptual: It helps provide a different perspective or provides different angles of how to best approach an audience.

11. Charts:

When it comes to data, it is vital to select the most crucial information that may need to be included in an infographics report, yet most impotently to be delivered appropriately. There are a few different types of charts, from maps, numbers, gauges, to pie charts. They help for better delivery of data.

Occupational: because it is a tool used for infographic reports in the industry today. There are multiple ways to deliver the information, yet it is vital to deliver the most accurate way for clearer undemanding from the viewer.

Technical: because it is a process that may require sketching and an organizational process.

12. Layout and Hierarchy:

Layout plays a significant role in visual presentation, and hierarchy helps identify when a topic starts and ends. It helps the viewer understand where to look and what is more important on a page.

Academic / Occupational: It applies to both because it is skilled in most cases learned in a school setting, yet it is used in the industry regularly when designers want to communicate with the audience.

Technical: because it is more technical than creative because when it comes to hierarchy is a set order to let the viewer know where it starts or ends.

Reflection

This month has been full of information to help understand what it takes for a design strategy to work—starting with the different types of research information about the target market; demographic and psychographic data. They both play an essential role in the design process—qualitative and quantitative research, based on emotions and the other on facts and data. Furthermore, qualitative research was utilized; to learn how to create a survey and obtain information from people who fit in the target market for Boxpark sushi restaurant. All of the information collected helped identify what worked for the design strategy taken towards the image of Boxpark sushi and what needed to change. The process of learning how to create a survey provided a clear insight into what questions are best to ask and which ones to avoid. It provided a clear window into what topics to stay focus on as; color palette, services, and other amenities provided by the restaurant.

At first, it was challenging to select because all of the information was important to identify whether the design strategy was heading in the right direction. Furthermore, as the data was collect, it became clear that the most critical data needed to be selected. As a result, the information was broken down into categories, and the top answers were select for each category: Color, service, and advertisement. The final infographic report displayed the answers to the top objectives of the design strategy.

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References:

O’Grady, V. & K. (2009) Design Research Manual. Tactic: Survey + Questionnaires. https://learning.oreilly.com/library/view/a-designers-research/9781592535576/chapter-16.html

Randall, F&E. (2018, April) Design Thinking: Data Intelligence. Data science and design. https://www.linkedin.com/learning/design-thinking-data-intelligence/data-science-and-design?u=50813145

O’Grady, V. & K. (2013) Design Currency. Chapter One: Understanding Market Conditions. https://learning.oreilly.com/library/view/design-currency-understand/9780133052862/ch01.html

Presentation of Design Solution

In this month’s work, multiple practices expanded on what storytelling is all about and its components. As a start beyond following the plotline of any story, a critical factor about storytelling could not be missed. Emotion plays a vital role mainly because emotion will help the story be more impactful for the audience. For a story to be successful, it needs to evoke emotion from the audience (Sykes et al., 2012). In the time duration of the program, there have been multiple projects that evoke a significant shift when it came to emotion. The project that stood out was the ‘I HAVE A NAME’ Campaign, it was a project that was not elaborated in the current class, yet it was one of the significant projects when it came to storytelling. They are short, concise stories, but what makes them different is that they are based on real people who went through the experience. This project was more than just another assignment. The focus of the project was to emerge into the need of the children. If the opportunity was presented, what would be the most important information that needed to be shared with the public to create a real impact in this country because the children are the future of the United States. This assignment was designed to provoke more engagement from the public through the tool of storytelling.

Here is an example of that work:

Moreover, there are multiple tools to be utilized in the creation of a story. One of them has been layout. The fluidity of every story can help or break the story, as Hampton-Smith (2020) suggested, as a step to keep in mind when drafting a story, going over some possible layout options that will help the story be more effective with the audience. It is good to draft a few layout options that will help portrait the story more effectively.

However, another tool was utilized throughout the process; visual story maps were another tool that helped when elaborating a story. A visual story map is a guide to help the creator keep the process to help get sidetracked, and it will help guide the story from a through z without an interruption (Sykes et al., 2012).

As a conclusion of storytelling, the real backbone is not the different acts on how a story can be divided or the actual stories, no matter how sad, funny they can be. What makes a tangible impact on the art of storytelling is the why. The why method goes through a series of questions into the different reasons a story needs to create: Why does customer satisfaction matter? Why does the story need to be told in the first place? Is it for awareness or to evoke a specific emotion to sell a product? There is a tool called the five why’s method created by Sakshi Toyota, developed at the Toyota Motor Corporation and helped create efficient stories in the storytelling. (Sykes et al., 2012).

Furthermore, the why method helps identify the reasoning behind every project decision. However, in other research done this month, a valuable piece of information was found about the topic of why. "I think if you can explain the why of things, then that makes a huge difference to people's motivation then they understand the purpose" Elon Musk (Elon Musk Zone, 2021,2:49). In conclusion, if the designer can explain the reasoning behind every design choice, story, and element of the process of a brand, more people would be committed to taking a project from beginning to end.

References:

Elon Musk Zone (2021, August) Elon Musk Destroys Education. 2:49. https://www.youtube.com/watch?v=EOMWKXGYLAM&t=307s

Hampton-smith, S. (2020, September) How to create balanced page layouts. https://www.creativebloq.com/netmag/create-balanced-page-layouts-7-pro-tips-121310009

Sykes, M., Malik,N.A. & West M.D.(2012, December) Stories that Move Mountains: Storytelling and Visual Design for Persuasive Presentations. Chp. 1 The Power of Stories. https://learning.oreilly.com/library/view/stories-that-move/9781118423998/10-chapter01.html

Sykes, M., Malik,N.A. & West M.D.(2012, December) Stories that Move Mountains: Storytelling and Visual Design for Persuasive Presentations. Chp. 13. Delivery Plan. https://learning.oreilly.com/library/view/stories-that-move/9781118423998/10-chapter01.html

Professional Practice

How each course of the MFA program courses will help contribute on a professional and personal level. Moreover, how they were applied to the final thesis project.

Semester 1

DEFINING CLIENT NEEDS

This class helped provide a good foundation for understanding how to work with clients and the different ways that can help answer the many questions clients may have when starting a project. The class helped provide a transparent platform for future classes, and it provided a window into what is to be expected during the time of the MFA program and upon graduation. The circumstances made many quit the program after this class, yet this was the best opportunity to ask, “How bad do you want this?” and here I am!

Define Client Needs / Thesis Project

The primary skills utilized in the thesis project are from the fundamentals of understanding clients’ needs to provide a precise message delivery. Moreover, another step learned during this class was the initial sketching process, where multiple ideas will be set in place to help release as many ideas as possible. In the thesis having this practice helped make the process smoother and less stressful by reducing the pressure to execute the thesis project.

EFFECTIVE COPYWRITING

There were multiple skills learned in this class that will help my personal and professional life be meaningful. In this class, words played a significant role; words can make or break any deal. As designers, the words we use play a significant role in any project. The class helped define the importance of words and synthesize powerful messages in a few words to make the impact desired. Moreover, the use of this new skill was utilized through advertisement ad campaigns. The skills learned in this class will go beyond professional life because it provides a more straightforward, synthesized way of communicating.

Effective Copy writing / Thesis Project

This class played a significant role in the final thesis project because all of the thesis projects focused on having a synthesis explication for each presented assignment. The use of words was of high importance in any project, not just on the thesis.

SEMESTER 2

DESIGN RESEARCH

This class contributions were vital for the program, and it will help from a professional and personal perspective. Two essential skills were learned and exercised; one was gaining knowledge on the different research methods and the different ways of information obtained through a research process. Secondly, there was a deeper focus on synthesizing writing rather than a reporting style. The skills and practices learned in this class helped enhance what previously learned in the Effective Copywriting class, and it helped set a solid foundation for the work that was coming ahead. However, these skills will help in a professional round and personally. The better an individual communicates, the chances of obtaining the desired results will have the most ads.

Design Research / Thesis project

This class was the foundation for the thesis because to execute the entire process; multiple research methods were performed from primary, secondary, or gathering qualitative or quantitative information. It is vital information that will go beyond these classes on a professional level and personal because understanding what kind of information is needed and how to obtain it will help in the future.

DESIGN INTEGRATION

This class provided the opportunity to have a deeper focus on developing a brand look and feel. However, gaining further knowledge about the different techniques of video editing will help further one career.

Design Integration / Thesis Project

This class helped identify all the visual elements representing the brand's identity based on the previous research. This class helped put all of the previous research together as an initial visual inspiration board to help set the look and feel of the brand—however, all of the chosen elements are based on research, just as the thesis project presentation. In the thesis, every project needed to have its own identity. However, understanding this concept helped put the layout together for the thesis project, yet the skill will go beyond schoolwork.

Semester 3

MULTI-PLATFORM DELIVERY

The class allowed all of the research and design skills to be applied to the final creative brief of a brand and brands strategy. As the brand development class, it was the class to apply previously learned presentation skills to strategy and technique. Once again, knowing is one crucial factor, yet placing information into practice will make a difference.

Multi-Platform Delivery / Thesis

The break it or make it result. This class helped prove whether the direction for the brand was leading in the right direction. It walked us through properly creating a survey that will be released to the public to identify if the current direction was the best. This process helped when it came to the confidence of each project on thesis because the results obtained were positive. This process could have easily provoked a significant revision right before the thesis. Furthermore, it provided confidence and assurance that the information presented on the thesis project was heading in the right direction. In conclusion, having these skills of understanding and doing a survey will help in future projects.

MEASURING DESIGN EFFECTIVENESS

Having the skills and understanding about branding and its strategies is excellent, yet not knowing how to put them to practice will make the deal. This class provided a skill that will help further any strategy or project by learning proper survey creation and ways to reach the market to gain feedback to determine if the strategic direction is heading in the right direction or if changes may need to be applied. Moreover, having this skill will help provide a strong backbone for any project.

Measuring Design effectiveness / Thesis presentation

The break it or make it result. This class helped prove whether the direction for the brand was leading in the right direction. It walked us through properly creating a survey that will be released to the public to identify if the current direction was the best. This process helped when it came to the confidence of each project on thesis because the results obtained were positive. This process could have easily provoked a significant revision right before the thesis. Furthermore, it provided confidence and assurance that the information presented on the thesis project was heading in the right direction. In conclusion, having these skills of understanding and doing a survey will help in future projects.

Presentation of Design solution

One of the primary skills learned was the power of storytelling and presentation techniques from layout to connect the material. In a professional atmosphere, the presentation will unquestionably help deliver any information to understand, and it will be visually appealing. Furthermore, storytelling is another story. People connect with stories, and it is one of the many ways people will remember each other. Many factors can change by the use of a good story. A professional atmosphere will play a significant role in all projects, and a person will help connect with other individuals.

MASTERY TIMELINE EXPERIENCE MAP

The Mastery personal timeline experience map was based on the journey of the MFA program. The experience map is divided into three sections doing, feeling, and thinking, which reflect on each class experience from a personal perspective. The section of feeling is the one that does not go in a straight line because it is based on a more human perspective. Humans are complex as feelings. On the map, it is clear to see that the underwater currents drag me around in some months, and in month six, it completely put me underwater. The journey of the program is represented from the bridge to bridge. The Bay Bridge has been the start, and the Golden Gate Bridge has been the end.

Furthermore, the Golden Gate bridge is the exit out of the San Francisco Bay area and the MFA program on month Twelve. Moreover, the program can also take me outside of San Francisco in general and the state of California. Many changes can happen after completing the program.