Sue Helen Johnson's Mastery Journal

Month 1 – Mastery Personal Development and Leadership

            This course contributed to my personal and professional development as a media designer through prepping me to be in a more analytic mindset. The first class involved a lot of research. Research conducted was rather general, as a research paper was written on a designer of choice. However, after not writing an essay for 4 years, and not using sources, the class served as a necessary step to reenter the analytic thinking required for the master’s program. The mindset entered during this class remained consistent throughout the program, reaching new levels of analysis each month. This course also served to introduce me to APA format.

 For thesis writing, this course was revisited to view the methods of writing once more. I was struggling with APA format for a while, had never asked the professors for assistance, and could not see where my formatting had errors. However, revisiting month 1, I was able to refine my APA formatting to a point that all that was missing (once discussed with Professor McClung) was a few punctuation marks as well as italics. The most outstanding personal triumph during this month was starting school once more. Pursuing a master’s degree in graphic design is a topic that many designers would argue is unnecessary. However, after my undergraduate degree learning, I never felt that I understood enough about my profession. In joining this fast-paced degree program, I felt that I was making strides towards a better understanding of the design field.

Month 2 – Defining Client Needs

            Defining client needs focused on place branding, beginning with the research aspect. Similar to the previous month, analytic thinking was utilized throughout the month to arrive at word maps that highlighted important aspects of Kyoto, Japan. Word maps were then used to create connections between the findings, leading to logo design. The logo design process involved multiple iterations and refinements of the original logo sketches which resulted in a minimum of 75 different sketches for 3 final logos. Defining Client Needs contributed to my personal and professional development as a media designer throughout the class. The research was used to take inspiration and sketch out as many logos as possible before refining them through sketch, before finally digitizing. The logo iteration process can be an everyday task for a media designer. This course provided me with the ability to sketch quickly to push out ideas, then think about stylization. Professional and notable media designers utilize the process of refinement often.

In terms of thesis, Defining Client Needs became most essential for demonstrating problem solving skills. The different steps in the logo design process were laid out and given brief description to give proof of understanding of problem solving.

Month 3 – Brand Development

            Brand development was the first instance of truly stretching my design knowledge in practice and application. Rather than taking a focus on research, the finalized 3 logo sketches were taken, digitized, first in black and white before exploring color palettes. Throughout this month, along with David Airey’s elements of iconic logo design, color theory was explored and utilized in order to arrive at a vision board. This class is essential in my career as a media designer as it reminded me of elements of logo design long forgotten. David Airey’s Logo Design Love proved to be an essential resource throughout the program as it allowed for logo design that is memorable and sizeable to be made. Paired with the Airey readings, peer reviews from classmates were essential as they helped to further refine the final product.

In terms of thesis, this project was, again, essential in proving that problem-solving skills were applied. Multiple iterations of the project were shown to demonstrate that a wide variety of approaches were considered before arriving at the final 3 presented.

Month 4 – Effective Copy Writing

            Month 4’s main focus was voice, tone, and creating a connection with the consumers through taglines and copy. Creating an engaging tagline that can command the attention of the target audience can be possible, especially when utilizing Settle and Alreck’s Shopping list of needs. By reformatting potential needs as potential benefits and pairing the benefits with an appropriate voice and tone, an approach could be taken towards creating an engaging editorial piece. This course was essential to my career as a professional media designer as presenting consumer needs as potential benefits is a technique that was used in each course following month 4. Presenting the needs as benefits can work towards creating consumer loyalty. In terms of thesis, Effective Copy Writing, as mentioned before, was utilized in each class following this course.

 Settle and Alreck’s shopping list of needs were consistently referenced throughout the final thesis project. My most outstanding personal triumph in this class was creating 3 posters for a nonprofit that speaks about serious topics through humor as their target audience are youth groups. Using research, it was understood that the nonprofit valued humor as an approach to interact with students but doing so in a way that is educational.

Month 5 – Design Research

            Month 5 involved diving back into research for place branding. Selecting the location where I grew up allowed for a personal connection to be made to the location, leading to a need to brand the location appropriately. This course showed how differentiating is essential in building a brand. By comparing Washington Heights to two very similar and surrounding neighborhoods, aspects where the location thrives more so than its competitors were able to be highlighted, creating a distinct feel. With reference to the contribution to my professional career, as the mastery program progressed, differentiation became exceedingly more valued. With distinction, two very similar brands can be marketed differently, attracting different groups of people, having different values, and more.

Differentiation was heavily utilized in my thesis project, within the Innovative Thinking section, where BoxPark Sushi was compared to its competitors in order to showcase how BoxPark Sushi offers better benefits to its consumers. My most outstanding personal triumph in this course was capturing the feel of a neighborhood within New York City that does not feel at all like New York City. Outsiders think of New York City, knowing it has a brand already, leading to assumptions that do not fit each of New York City’s neighborhoods.

Month 6 – Organizational Structures

            Month 6 utilized the research conducted through month 5 and allowed me to create connections, to create points where the static vision board can come alive through video. Keeping the decided upon voice and tone for Washington Heights, a video that has movement dance, and energy, all while utilizing static imagery, was created. Month 6’s teachings were essential in my development as a professional media designer as it provided me with the opportunity to learn video editing, storyboarding, and sound association through Lynda.com as well as YouTube. Learning how to create and edit a video allows for a more expansive range to be presented within my portfolio as well as more benefits being offered to companies that may be interested in hiring. Video work also allows for a different way of thinking, as not only was video explored, but also the art behind cinemographs, a popular trend in use within the fashion industry.

 The techniques in this course were able to be utilized in my thesis project, not by showcasing the work created here, but allowing for comparison to be made. Throughout the mastery journey, 2 videos were created for the year. The second showed significant improvement, showcasing a wider skillset than the first did. My personal triumph during this course was the motion graphics work. Having never worked with motion (aside from flash animation), the video editing done allowed for a new skillset to be included within my repertoire.

Month 7 – Design Strategies and Motivation

            Month 7, while being once again a research-based class, still presented me with new teachings. The BoxPark Sushi project was a multi-tiered research project, where all the research could be connected to arrive at a final brand. The choices made within each step had direct impact with the next, allowing for decisions to be analyzed on a deeper level. Overall, this course contributed to my development as a professional media designer as it utilized the teachings from month 4, taking the needs of the consumer and presenting them as benefits. The needs to the location, the target audience, and the structure were taken into account in order to inspire the final restaurant concept, a sustainable sushi restaurant.

This project was referenced multiple times throughout my thesis as it once again used differentiation to create distinction in an area where there is an abundance of sushi restaurants. The research once again showed multiple routes of development to arrive at a final logo concept. From there, throughout the next 2 classes, the logo concept was further refined in order to arrive at a final. My greatest personal triumph this month was taking such a large amount of research, each stating a wide variety of different things, and finding connections to arrive at a final restaurant concept that could thrive within the area. The creation of personas was also a personal triumph as the level of detail included allowed for a specific target audience to be marketed towards.

Month 8 – Design Integration

            Design Integration refined the previous static vision board, arriving at a final design solution, while also practicing exploring dynamics and sound through the creation of a video. This course was once again essential to my development as a professional media designer as it allowed for the opportunity to further refine my understanding of movement. The video development during this month showed smoother movements, utilizing transitions as well as sound to further portray the voice and tone of the brand.

The concepts learned in this course were utilized in the creation of the thesis project. The refinement of the final vision boards allowed for a creative brief to be made, different from a design strategy and brand guide. The creative brief created a set of rules that utilize the voice and tone, showing understanding of the concept and need for a voice and tone in branding, and showing usage in the connecting, synthesizing, and transforming section as well as the innovative thinking section of my thesis. My personal triumph within this course was learning tracking in video. Tracking allows for a different range of effects to be introduced, being used to reveal words within the video. I found tracking to be very similar to creating cinemographs.

Month 9 – Multi-Platform Delivery

            Month 9’s teachings was definitely a favorite of mine as I got to practice what I do for work currently. Month 9 allowed me to practice what I know and feel comfortable with, while also teaching me a multitude of concepts such as the creation and consideration of a media matrix and assets. Each brand has different needs, and for a brand rollout, information about the brand is not promotional, rather introductory. The teachings from this course are ones I am utilizing now in my professional design career, where my manager has already reported improvement in consideration of placement, needs, and taking initiative to create signage before it is requested.

 With reference to my thesis, these signs were used as support of understanding of the implementation of the creative brief created, along with the voice and tone, to arrive at media assets. My most outstanding triumph within this course was creating signage that fit the brand, following the standards set within the creative brief, and also creating a brand guide. This is the first brand guide I’ve created and had conducted research on what should be included within for an effective brand guide.

Month 10 – Measuring Design Effectiveness

            Month 10 was another month where I felt I was within my comfort zone, yet still learned a lot. Before month 10, I had never conducted a survey. Infographic creation is a process that I am comfortable with, yet I found myself unsure how to proceed with open answer questions. Different methods of presentation that would work with the infographic style were conducted in order to arrive at a final Infographic piece. The course contributed to my development as a professional media designer through teaching the process of creating and conducting surveys. Survey results allow for insight on many essential aspects of the design process. If utilizing only the target audience, a survey can be utilized more effectively, potentially yielding similar results.

            With reference to my thesis, the teachings of this course were utilized in order to layout open answer questions in a way that would allow for reading ease. The survey is a form of research that was also discussed within the connecting, synthesizing, and transforming section to showcase connections that were made prior to moving forward with the design process. The largest triumph from my time in this course was coming up with a creative solution to showcase open answer questions, rather than showcasing a poster that would break the layout.

Month 11 – Presentation of Design Solution

            Month 11 allowed me to revisit each of the previous months to see where I had improved, what competencies I had acquired, and how to utilize them throughout my professional career as a media designer. While revisiting each month, research on layout was also conducted with consideration to web usage in order to arrive at 4 unique web layouts that would best showcase the 4 Degree Learning Outcomes of the program. The technique throughout this course can be utilized throughout my professional career as web design was explored. While it was not explored on a coding and programming basis, understanding of balanced web layouts is the first step to creating clean web layouts. Month 11 was a personal triumph in the creation of web design as I was never comfortable with web design. However, WIX is a program that is simple enough to use to begin the process of creating websites that are functional, thus being the largest takeaway for month 11.

Month 12 – Professional Practice

Month 11 of the MDMFA program involved reviewing all the work done thus far in order to build a thesis with claims that are well substantiated that support proof of mastery in the 4 DLOs. Proving usage, understanding, and mastery in the four degree learning outcomes began with review of each of the past works, and seeing how each of the DLOs were applied. Upon revisiting each project, with the knowledge gained during later courses, opportunity for improvement was seen in the older works, further showing understanding of new concepts and application of them. Throughout the previous month, the three concepts that were acquired were how to properly substantiate all claims, visual storytelling, and how to create a balanced webpage.

Properly Substantiating All Claims

The largest takeaway over the past month’s coursework is how to properly substantiate claims. Proper APA formatting was refined and utilized throughout the thesis writing process. In terms of in text citation, there was only a slight formatting issue. The reference page however had many formatting issues. After a video from the professor as well as OWL Purdue’s APA website, the APA reference pages were reworked to the appropriate standard. APA format was used throughout the thesis to properly cite sources. Sources were carefully read and used to support claims for design decisions. While each page of the thesis utilized citations, the page that required the most was the Connecting, Synthesizing, and Transforming page, where proof of conducting research, creating connections, and arriving at a final unique design solution was shown. Research used many secondary resources, utilizing books, journals, articles and webpages in order to arrive at finalized design decisions. Each claim that was supported with quotes or a rephrasing was given an explanation to further demonstrate understanding of the concept and design decision.

Web Layouts

Creating balanced web pages was a step by step process that began with sketches. The sketches that were created were used to explore how different layouts could best display each of the DLOs. For Connecting, Synthesizing, and Transforming, the web layout utilized a grid to help lead the eye farther down the site, keeping a traditional technique. According to Hampton-Smith, “by using a grid to inform the position of different elements on a page, you’ll create a connection between the different elements that make up your page. This can help provide a sense of order to your layout, providing the reader with a clear structural reference to fall back on” (Hampton-Smith, 2018). The larger images at the top give insight as to the process at arriving at the final project. The layout worked best for the first DLO as it allowed for explanation of the research between each stage of development in the process. The second layout incorporates more white space, using larger elements to highlight hierarchal structures. White space allows for breathing room, and “providing plenty of breathing room around elements can help make the layout feel composed and balanced” (Hampton-Smith, 2018). Hierarchy also helps create importance in certain aspects of the website. Layout 2 was utilized for Solving Problems as it allowed for large design decisions to be highlighted through use of focal points. Layout 3 in its original design was able to clearly highlight differences between brands, in order to show differentiation and areas of where the client brand excels in comparison to the competitors. However, upon digitizing, the first design was not able to portray a unified understanding of the three brands. It displayed the differences in divorced concepts. After reformatting, the concepts are able to be compared in an organized way that display the differences and similarities between each brand in sections. The reformatted grid was utilized for the Innovative Thinking section, a section where differentiation is highlighted. The fourth layout displayed competencies acquired in a road map style, highlighting what was learned in each month and moving down the list. The layout utilizes white space as well as grid structures to show progression in mastery. The grid layout utilizes anchor points as well as headers to create a clean grid, using tradition to allow for an easy read down the webpage. Between the sketch process and digitization, techniques were used to create as balanced a page layout as possible. Before images were imported to the website, they were reformatted on photoshop to allow for similar image sizing throughout the webpage, keeping a clean grid through anchor point utilization. Afterwards, keeping each element on the webpage as a separate live text paragraph rather than a full listing of all the information allows for more flow of white space as well as easier formatting. This technique was utilized upon looking into how different internet services portray the website. Keeping consideration between Safari, Google Chrome, and Mozilla Firefox allowed for the best rendition of the website to be created.

Visual Storytelling

            The CAST system was used to illustrate a visual story throughout the thesis. Content was elaborated on through explanation of what and how. Audience was referenced by explaining who, as well as what teachings influenced the design decisions. Structure as well as delivery plans were addressed throughout the retelling of the process, as was the design. The final webpages were read throughout to see if there were any points where elaboration could be made in order to strengthen the argument towards mastery. The process of writing the thesis began as a Visual Story Map, where the major points were listed and later reorganized to create an organized story that retells the design work. Guided by a visual story map, the final webpage was engaging and well structured, allowing for complete understanding of what was being shared. After the story telling process was completed, rereading the story to edit and reformat it was practiced multiple times to make sure that the story was clear. The story was also reviewed backwards, both in the visual story map and the final product. According to West, Sykes & Malik, “going through the steps in reverse order breaks the normal thought processes and helps to undercover assumptions and different perspectives” (West, Sykes & Malik, 2012). Rereading the final thesis and moving through the story backwards assisted in keeping an academic tone throughout the piece. Moving backwards also assisted in keeping the images in an order that show the progression of the projects in each webpage.

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Overall, throughout the thesis writing, while reminiscing upon the past projects was a large part of the process, new competencies were acquired through extensive research. Problem solving as well as innovative thinking was displayed throughout the web layout process as each webpage had its own demands for formatting that would lead to different reading experiences. The writing process further allowed for demonstration of understanding of the DLO’s as research had to be conducted in previous projects.

References

Hampton-Smith, S. (2018). How to Create Balanced Page Layouts [Article]. Retrieved from https://www.creativebloq.com/netmag/create-balanced-page-layouts-7-pro-tips-121310009

West, M. Malik, & N. Sykes, M. (2012). Stories that Move Mountains: Storytelling and Visual Design for Persuasive Presentations. Wiley

https://shjohnson56.wixsite.com/thesis-presentation

Connecting/Synthesizing/Transforming

This past month was comprised of research conducted surrounding the subject of surveys and how they are conducted as well as infographics and what elements go into their creation. Articles used were taken from a wide range of sources. Most were written by other designers, but different fields were taken into consideration. The User Experience Design world provided a wider variety of sources that were used to take into consideration how a survey or questionnaire can be more user friendly as well as how an infographic can have a more seamless flow upon interaction. For example, week 1 of the course provided helpful readings from Jenn + Ken Visocky O’Grady, where they shared what a survey is, what a questionnaire is, the difference between the two, and why they are good to use. Visocky O’Grady’s A Designer’s Research Manual states “surveys and questionnaires can be used to collect information about the opinions and preferences of a defined group, or to collect factual information, such as a census report” (Visocky O’Grady (2009)). Depending on what questions are asked, a survey or questionnaire can gather quantitative or qualitative data. Quantitative data is fact based, whereas qualitative data is opinion based. Quantitative data is good for census, where data on demographics is looked at, whereas qualitative data gives insight on psychographics of a certain group. Qualitative data can be essential in testing out the product in the market using the target audience. Week 2 of the course was used to create a survey online and test the survey within the target audience. Results were gathered throughout the course of a week and were then compiled into a simple PDF having the results from surveys. Week 3 provided a variety of teachings through a multitude of articles on the data visualization, infographics and the difference between the two. Rosemary Radich’s Big Data For Humans: The Importance of Data Visualization states “visualization is the means by which humans understand complex analytics and is often the most crucial and overlooked step in the analytics process” (Radich (2017)). Data Visualization is the graph used for the information. It is flexible in its complexity, adapting to meet the needs of the information provided. Josh Ritchie’s What is an Infographic? What They Are and Why They’re Useful states “an infographic is a form of visual communication meant to capture attention and enhance comprehension” (Ritchie (2019)). In other words, an infographic is the way that the data is displayed in order to create a complete story that captures the attention of the audience and helps the information be processed in a way that is more understandable. Each of these readings were essential in the creation of the final infographic for the month as they changed the output of the infographic from being just a multitude of graphs to being paired with a small explanation of the information to ease the comprehension of it. Each of the readings this month were in support of each other, but not in an obvious way. The readings were in an order to move into the next step in the process of creating an infographic. Each reading set up the learning concepts for the next reading. Overall however, each of the readings were essential in providing insight of the process of creating an infographic from the research phase, the data collection phase, the data design and display phase to the consideration of flow and comprehension. With the information gathered from each readings, the process leading up to the final infographic was rather seamless. The main debates ended up appearing in deciding how to display a certain type of information. The concept of a sushi restaurant that values sustainability and is trying to decrease the carbon footprint through consideration of food waste and using reusable materials is rather innovative, and the graphics paired with it should show the same. Wanting to steer away from the typical bar graphs and pie charts, different methods of how the overall look can be changed to create a look that works well with the brand of BoxPark Sushi became the main goal.

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Problem Solving

Throughout the course this month, two main issues were encountered. One was in the beginning of the month, during the survey-creation phase, and the other in the end of the month during the infographic creation phase. The first issue resulted from a usability issue with SurveyMonkey. SurveyMonkey counts image inclusion as questions, making the inclusion of images more difficult as the basic survey allotted on SurveyMonkey has a 10-question maximum. The survey was at first created on SurveyMonkey just to meet the deadline for the night, but it was recreated on Google Forms as google forms is more user friendly, does not have a question limit and has the ability to include images without them being considered as questions. The issue met at the end of the month as with the creation of a data visualization for questions that were open ended. How does one create a graph for a question that has over 20 different answers? They style guide included rounded forms, leading to the inclusion of the opinions and responses being included as rounded forms. This solution was the better option than the one originally chosen as it includes the opinions in a way that does not break from the infographic. The first draft displayed the infographic as a 3 poster work, showing having the opinions constrained to one poster, where they were listed. The most up to date infographic displays the opinions in a way that is seamless with the design and brand.

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Innovative Thinking

The final infographic is comparable to others in the industry as it uses common data visualizations and restructures them to work with the brand guide, resulting in original applications. Common data visualizations such as pie charts, bar graphs and maps are restyled and reinterpreted to work well with the brand, using elements listed in the style guide. The infographic created for BoxPark Sushi can be comparable in style to other infographics that implement vector artwork and gradients. However, BoxPark Sushi’s infographic develops a style of its own, introducing custom rounded artwork and implementing them throughout, along with the texture of BoxPark Sushi’s brand guide to create a unified look. The blending of custom iconography with traditional graphs create a look that is known through knowledge of function, but new through design style, and implementation. The inclusion of two open answer questions forced unique thinking in order to create a unique but branded design for what can easily just be listed. Innovative thinking was applied to those questions to arrive at a solution that works well with the brand. Type on a path is a simple solution, but effective. In this case, it is used to surround a custom illustration of the earth, complete with trees and waves.

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Acquiring Competencies

New techniques were acquired throughout this process in terms of survey creation, survey conducting, and infographic creation. Each of these were created with consideration to the brand guide, keeping in theme with the color palette as well as the typography. While more imagery is added and edited, the overall feel is consistent throughout, keeping the voice and tone in mind throughout. New techniques were learned through SurveyMonkey and google forms, both free programs that are available for conducting surveys and collecting and conducting market research in order to gauge the opinions of the target audience. These skills can be actively implemented in day to day applications in reference to testing out new brands with the target audience to see if their needs are fulfilled and what can be changed in order to meet the needs of the target audience better or how the brand can be improved. Each of the acquired skills can be categorized as occupational and technical. While technique was not improved, consideration and application were in order to create a final product that is innovative.

References

O’Grady, K. Visocky O’Grady, J. (2009) A Designer’s Research Manual [Book] Rockport Publishers

O’Grady, K. Visocky O’Grady, J. (2013) Design Currency: Understand, Define, and Promote the Value of your Design Work [Book] New Riders

Radich, R. (2017) Big Data for Humans: The Importance of Data Visualization [Article] Retrieved from https://dataconomy.com/2017/05/big-data-data-visualization/

Ritchie, J. (2019) What is an Infographic? What They Are and Why They’re Useful [Article] Retrieved from https://www.columnfivemedia.com/infographic

Reflection

Throughout the course, new concepts, practices and applications were taken into consideration. Before taking this course, a survey had never been conducted and demographic and psychographic data had never been collected on a first-hand basis. Data is usually collected through research on the area. However, here, the data was acquired through interviews and questionnaires that resulted in a collection of data that then had to be redesigned and applied to the final infographic. My skills in the creation of an infographic were improved. Infographics are nothing new to me, but creating an infographic that goes according to brand standards and depict open question answers rather than being confined to just multiple choice questions. How to create a data visualization out of an open-answer question set was a challenge that was worked on throughout the past week and a half in order to arrive at the final design. As for software, exploration with Google Forms became the preferred method for conducting surveys, a lesson that will be applied in future professional practice as their system is more user friendly when including images.

            With the knowledge acquired this month, each of the takeaways from the live sessions, the readings, and the applications can follow me to my professional career and can be implemented throughout. The difference between data visualization and infographics can be constantly used to change data from an office worksheet to a story unveiling data. I hope to have the opportunity to create more infographics throughout my career as a designer as I found them to be enjoyable and they provided me with the opportunity to sharpen my illustration skills as well as my branding skills.

Connecting/Synthesizing/Transforming

The research utilized to arrive at this work came from a multitude of articles written by designers. Normally articles found are used to support design techniques and skill, however over the past month, most of the articles sought after were about advertising and mediums, effectiveness, placement, and proper usage. For example, Clear Channel Direct wrote “Bus Shelter Advertising and Why You Should Use It” (Clear Channel Direct (2018)), an article about the reach that bus shelter advertising has, how the placement of such bus shelters can reach different groups of people and more. This resource proved to be valuable as it was taken into consideration with market research previously conducted on EastSide Milwaukee, which had results stating that most of the residents of the neighborhood used public transportation, bicycles, and cars and carpool to get to their destinations. Knowing that a large volume of potential consumers use bus shelters to travel, placing advertising at a bus shelter is both effective in reaching the target audience and can be a sustainable practice as bus shelter advertisements when printed are used for lengthy amounts of time, and when digital eliminates the need for paper. Another article that was used over the past month as a deciding factor on what other medium can be effective for a brand that values sustainability “The Purpose of A Billboard” (Jiwa (2015)). “The Purpose of A Billboard” discusses what billboards are used for, how they can be effective, and what things to take into consideration when creating a billboard. Billboards can be effective in having a good reach for a brand that values sustainability as they have the power to reach out to other neighborhoods as well as having longevity in use. Again, if the billboard is to be printed, the design will be up for months, and can then be repurposed into tote bags and other material. If the billboard is digital, it would share the space with other advertisements and would not result in any extra resources that would have to be repurposed. Shaffer’s Advertising Strategies. How to Create a Social Media Plan to Boost Your Brand in 2019 and Beyond (2019) is a periodical that was constantly referenced, providing essential information about social media advertising strategies, the varieties available, and what the strategies would entail. This periodical reveled that Facebook has two ways to boost sponsored posts and Instagram does as well. It also discussed the ways that each post can reach consumers depending on time and placement of post (both offer story posts vs. timeline posts). This resource offered insight on the effects each post can have on reach to potential consumers.  This information can be used both during school for the assignment, but also serves as essential knowledge that can be used in future design work and social media marketing.

Problem Solving

One design problem that needed to be solved over the month was creating distinction for BoxPark Sushi. BoxPark Sushi’s location in EastSide Milwaukee makes it open to intense competition as EastSide Milwaukee has a large variety of sushi restaurants, each offering different things, but all promising fresh food. Creating a distinct brand and image for BoxPark Sushi became a task that was doable but daunting in some parts as constant consideration of the competition had to be taken. Once the concept, characteristics and values were decided upon, the task became slightly easier, as the value of sustainability became the leading differentiator between the BoxPark Sushi brand and its competition. Soon, the thought process changed to “how can BoxPark Sushi show its values”. The assets created became assets made to be presented as two. One set to represent earth, the other to represent the sea. This allowed for two distinct assets to be created, each with its own separate focus, but both presenting the same overall value of sustainability, clean eating, repurposing, and more.

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Innovative Thinking

When comparing the design for BoxPark Sushi to that of other sushi restaurants, the branding and design is completely different. Rather than focusing on the food, showcasing the plating and that art that is sushi roll making, BoxPark Sushi’s assets focus on what the brand values and what it works towards. The result is then an inclusion of natural elements that showcase the beauty that can be with sustainable practices. However, when comparing to other restaurants that value sustainable practices, such as BareBurger, BoxPark Sushi still manages to be its own separate entity. Research was conducted on how a restaurant can be sustainable, and it was learned that there is a multitude of ways that considerations towards sustainability can be taken. One way is where the ingredients are sourced from. Just in choosing farmers and fishers that practice sustainability, the carbon footprint can be decreased. BareBurger’s brand showcases vector style art, showcasing its ingredients. Keeping its mission statement in mind, it is easy to see that the ingredients are organic or sourced responsibly. BoxPark Sushi’s assets showcase a blend of nature and sushi, leading to create an idea of a blend, as sustainability can lead to a cycle. Sourcing responsibly results in cleaner, fresher food, and reducing on waste can lead to an earth that is taken care of. The work may be altered in the future to showcase a better blend of nature and the food, perhaps showing a larger focus on the sushi and sashimi rather than the beauty of the environment.

Acquiring Competencies

New techniques were acquired throughout this process in terms of logo production, implementation, and application. Along with logo production, the creation of a brand guide was another skill that was honed and applied to the final project for BoxPark Sushi. Brand guides can showcase how the assets should not be applied, and they go into detail about design considerations for a brand. They are effective in helping future designers execute new advertisements for the brand while keeping the original look and feel in mind. Consistency in appearance leads to brand loyalty within consumers. Week 1 offered knowledge on the Know Your Brand Chart, which can help designers keep on track when they begin the design process. It is a list of the top values, characteristics, and ways to differentiate the brand from its competition. Week 1 also offered a breakdown on the importance of differentiation, which allows designers to highlight and create signage and branding assets based on what sets the client apart from the competition. The third concept gained from week 1 was a deeper understanding of the logo creation process. The logo must always work in black and white first before it can function in color. Week 2 offered lessons on the importance of concept. A good concept can lead to successful logo design that can easily be differentiated from its competition. Week 2 also offered an understanding of the difference between brand roll out and marketing. A brand roll out is an introduction of the brand for the consumers, rather than an advertisement set of a certain promotion within BoxPark Sushi. The importance of staying true to the brand was emphasized as well during week 2, stressing the importance of research and funneling the research into the final set of values and characteristics. Week 3 covered brand consistency, asset focus, and project reviews. It is important to not deviate from the brand standards, keeping the brand in mind should always be the first consideration. Assets that are created must support the brand, which is why BoxPark Sushi does not use flyers and media that could be thrown away after one use. The reviews of ongoing projects are always essential as they offer perspective and understanding from others in order to better the ongoing work. Week 4 offered understanding of post mortems, brand guides, and simplicity. Post mortems give designers a chance to reexamine the process in its entirety, reflecting on what worked, what didn’t, and what can be applied in future projects. Brand guides are an owners manual on how to understand and follow through with the brand. Simplicity should be considered during the creation of the brand guide, as brand guides can be lengthy and packed with information. It is not the same as a creative brief or a design brief. Each takeaway from the past month can be considered academic as they are being used during this process, but each is essential in future branding projects and can thus be considered occupational. Most of these concepts are conceptual. Technique was not improved in terms of software usage, but synthesis, terminology and perspectives were constantly considered throughout the month.

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References

Clear Channel Direct (2018) Bus Shelter Advertising and Why You Should Use it.

Jiwa, B. (2015) The Purpose of a Billboard [Article] Thestoryoftelling.com

Joseph, C. (2019) Importance of Signage in a Business [Article] Smallbusiness.chron.com

Mandelkern, I. (2018) How light pole banners took over U.S. cities [Article] Curbed.com

Shaffer, L. (2019) Advertising Strategies. How to create a social media plan to boost your brand in 2019 and beyond. [Periodical] Handmade Business [Article] BioMed Central

Reflection

Throughout this course, new concepts and practices had to be taken into consideration. I had never created billboards and pole banners before. Research was a constant as not only usage was researched but proper execution was as well. My skills in creating a brand guide were sharpened, as they had not been exercised since 2015, resulting in more research on the usage, proper execution, and understanding of contents within. Creating the assets allowed for practice using Photoshop and InDesign. Throughout my time as a graphic designer, I’ve used Illustrator as my main software for the designs I create. The course resulted in the largest project I’ve made using photography to date. Skills were sharpened and new techniques were learned and applied throughout the process.

            With the knowledge acquired this month, it is evident that there are many takeaways that will follow me throughout my professional career. The Know Your Brand chart was constantly referenced throughout and will continue to be used in any signage created for other brands. I hope to have the opportunity to create more brand guides in the future, as I found them to be essential in understanding the brand once more, and a good opportunity for other to understand the brand in its entirety.

Connecting/Synthesizing/Transforming

A culmination of research was utilized to arrive at the final work. First and foremost, both Shaffer’s Advertising Strategies (2019) and Stone’s Managing the Design Process-Concept Development: An Essential Manual for the Working Designer (2010) provided information on mediums for advertisements. Shaffer’s advertising Strategies discussed the world of social media and broke down the three main platforms used for advertising: Facebook, Instagram, and Pinterest. Each platform has it’s own plans that they offer companies to advertise, whether it be through posts on their own pages, sponsored posts, boosted posts, or posting on stories, each is designed to garner a certain level of attention from a certain audience. However, not all consumers within the target audience use social media as a means to gather information. Stone’s Managing the Design Process-Concept Development: An essential Manual for the Working Designer (2010) provided insight on 3 other means of advertising: print, environmental, and on-air. Print advertisements include posters, direct mail, and other printed matter. Environmental signage was comprised of billboards, bus shelters, pole banners, and more that consumers can find randomly commuting from one place to another. The third medium, on-air advertisements, comprise of Tv and radio usage to deliver the intended message. TV and radio can use audio along with the visual to present consumers with a strong sense of the voice and tone of the brand. The viewpoints presented by both Stone and Shaffer can be used together to create a media plan for a client that is thorough and can garner a wide audience. Creating the media matrix allowed for deeper consideration to be taken about the target audience and their habits. For example, while on-air advertising is effective, the younger groups do not watch live TV anymore. They watch streaming services which do not present advertisements. On-air advertising for BoxPark Sushi would not be a good contender for an advertising medium as the target audience for BoxPark Sushi are men and women between ages 18 and 30. Older crowds can be reached with the on-air advertisements, but are not the intended crowd. A constant takeaway of the past few months has been designing for one specific group rather than trying to design for everyone, as designing for everyone can quickly lose meaning and lose the interest of all groups. The research was synthesized and applied to the media design plan, where it is explained why Bus shelters, billboards, and social media are good start points for BoxPark Sushi advertising as they allow for the target audience to be reached in a way that they can understand. Calls to action can to used to increase traffic to BoxPark Sushi, whether it be digitally or in person by adding contact information of bus shelters and billboards.

Problem Solving:

A design problem that was found was how to display the amount of information being provided in the design brief in a way that did not minimize the information. Adding too many design elements at this phase can distract from the intentions for the brand. Having created both a static and dynamic vision board, a strong sense of the design can be gathered. The design brief is the area where the details of the considerations taken and the strategies for further design can be discussed and described. In presenting a client with both the design brief, a large vision board, and the dynamic vision board, an understanding can be reached on what the final strategy is for the work. Week 3 taught about how audio can further deliver the understanding of the voice and tone of a brand, and was implemented into a dynamic vision board

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Innovative Thinking:

The design brief compares to others in the industry as it provides the same information other companies use to guide designers. A variety of design briefs were looked into. Some were as simple as just containing typography and the color palette, and others as detailed as providing an understanding of what the voice of the brand should never entail and other rules. The design style is similar in the sense that the design brief is usually about the information rather than the design. The design is used to create an overall cohesive look to the information presented. However, a good understanding and feel of the vision for the brand can be best presented with a vision board. Unique thinking was forced with the layout, as the design brief displayed a wide variety of information. Hierarchy was played with and practiced throughout to find the best combination that accented the typographic considerations that were discussed in the vision board.

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Acquiring Competencies:

Throughout this process, a new way of thinking was developed. Rather than thinking just as a designer, thinking as an advertising strategist became a frequented route, as possibilities for presentation of ads were considered, as well as perspectives from consumers and the perfect way to engage with the target audience. Week 1 was used to discuss the voice and tone of a brand. The difference between the two and how each impact the brand differently was discussed. The voice of the brand is the personality, and the tone of the brand is how the message is being said. Week 1 also was used to discuss translating strategy into design. Keeping unbiased is essential throughout the design process. Week 2 was used to discuss vision boards. Vision boards double as mood boards and help create a deeper understanding between the client and the vision the designers have for the brand. Textures can create experiences within a brand as well, appearing in different environments and mediums to further support the brand. Week 2 also covered how to draw people into the brand through experience and consideration. Creating interesting juxtapositions can entice people to accept the brand more. Week 4 discussed media agnostics, media matrix, and physical delivery vs screen delivery. Each of these can help decide on what collateral should be used to advertise to specific target audience groups.

BoxPark Sushi’s design brief is full of information with descriptions providing examples to give a clear image of the intended design and the media it will appear on. Throughout the design brief, the three primary colors appear to accent the brief in a way that does not take away from the information presented. The line style from the logo (varying in width) makes a reappearance in the Empathy Map to tie the design back into the logo. The overall style stayed true to that of the static vision board. The wording was complimented by images that were framed to match the vision board. The flow of information progressed in order from important information such as brand values and characteristics, down to research on each aspect of BoxPark Sushi, down to the empathy map. The empathy map transitions into the voice and tone, where taglines are introduced, and then the design is introduced with the vision boards. Once the design was introduced with the typography and color palette highlighted, the media matrix was discussed in detail. The design brief ends with a list of references to show where the information was collected for the research conducted for the project.

            The research process was comprised of a combination of both last month’s research and this month’s research. Articles were collected from EbscoHost, and articles on the internet to support the reasons for making a certain choice. When conducting research for the media delivery plan, inspiration was taken from past work experience as well as articles from EbscoHost. As the brand is to value sustainability, options that resulted in less waste were considered, leaving mainly a world of digital options to use. However, many traditionally print mediums are transitioning to digital screens, making digital bus shelters available to use as well as digital billboards for the media delivery plan. Social media alone cannot drive a brand to success as consumers would need to directly search for the client on social media (Shaffer, L. (2019)). However, a collection of advertising mediums may bring the exposure that is needed through considerations of placement and the habits and preferences of the target audience. The research conducted over the previous two months was used throughout this process.

            The three strongest takeaways to this point are the media matrix plan. Shaffer’s article was extremely helpful as it provided a breakdown of the ways that social media can be used to advertise in 2019, discussing the media plans each platform has. Another takeaway was the strengthening of the current understanding of empathy maps. Constant practice in creating empathy maps opens up different perceptions and considerations that should be taken before jumping into the design process. It can help create specific targeted media in an ad campaign for a client. The final takeaway was the process of writing taglines. Research from month 4 was utilized to strengthen the understanding of how to write taglines that can stick, and why they are more memorable than others. Each of these takeaways are essential in developing a brand as a designer as they strengthen strategies for the brand as well as teach about multiple aspects of a project that each have certain impact in design. For example, BoxPark Sushi. For the BoxPark Sushi project, thus far, three main considerations are always active, what is sushi, what is BoxPark, and what is EastSide Milwaukee. The driving force for this design is that BoxPark Sushi exists in an unconventional space, that is repurposed.

            Overall, BoxPark Sushi thus far has been a project that has given a multitude of lessons, varying greatly from all past projects, while also being a culmination of each of the previous projects. The experiences in the creation of the vision boards and the consideration of the media matrix are real world considerations that can be carried into work in the professional world.

Overall, the past month had a variety of lessons that could each be used to further the design process. The lessons also helped further the thinking, rather than being from just a design stand point to focus on advertising and perception as well.

References

Shaffer, L. (2019) Advertising Strategies. How to create a social media plan to boost your brand in 2019 and beyond. [Periodical] Handmade Business [Article] BioMed Central

Stone, T. (2010) Managing the Design Process-Concept Development: An Essential Manual for the Working Designer [Book] Rockport Publishers

Connecting/Synthesizing/Transforming

The final creative brief had a range of research put into it. What originally began as a concept for a restaurant that focuses on just good sushi and shared knowledge evolved into a concept that separates BoxPark Sushi from the other sushi restaurants in EastSide Milwaukee. Each restaurant in East Milwaukee that is considered competition for BoxPark Sushi promises fresh ingredients for their sushi as well as good sushi. None however speak about the ways they may practice sustainability. Existing within a shipping container, BoxPark Sushi can advertise itself as a restaurant that reuses and recycles, targeting themselves to the millennials and those who also care for their environmental impact. The evolution from the original concept to the final was encouraged by constant research as well as consideration of the locale. Demographics provided the creative brief with research on the location such as the gender, the age range, race, religion and more. The psychographics provided the creative brief with information on attitudes, activities consumers may engage in, values and more. While researching these qualities, the authors of the articles used were unbiased in their reporting, just providing the information. Upon researching sushi, how it is made, and the history behind it, the research was also found to be unbiased, reporting on facts gathered. However, primary research was conducted as sushi restaurants were visited multiple times to experience sushi eating firsthand. Being a first-time sushi eater, I was able to report on an unbiased basis, providing both a consumer and research driven aspect. However, I also bought friends along for the first experience, who are frequent sushi eaters, in order to also get opinions from avid sushi fans. Viewpoints were not contrasting between experiences. While there were different variables, in terms of past experiences with sushi, the research conducted complimented each other as it was more information about the product as well as experiences and opinions brought into the process. The research conducted aligned well as what was being researched was specific. There were few conflicting details regarding the origin of sushi, however, the experiences of sushi eaters as well as the research on the EastSide Milwaukee community allowed for connections to be made and synthesized. A few of the connections made and synthesized include that the residents of Eastside Milwaukee are a younger group of people who lead active lives. EastSide Milwaukee has many sushi restaurants within, giving the impression that many of the residents within are fans of the meal. The residents are also active within the community, keeping fit and taking classes. Another connection made and synthesized are that since the average age within EastSide Milwaukee is 29, the residents may have concerns that align with those of hipsters and environmental activists, keeping an eye on their environmental impact and their contributions to the world’s recycling problem. BoxPark Sushi’s unconventional architecture may attract more people that are considered millennials as they may be attracted to the idea of eating in a location that values repurposing.

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Problem Solving

A design problem that was found and worked towards rectifying is how to advertise BoxPark Sushi as an experience that differs from all of the other sushi options offered within EastSide Milwaukee. Innovation became a goal to work towards, and what defines innovation in a sushi restaurant. Another design problem was empathy mapping. Primary research was slightly limited as EastSide Milwaukee could not be visited for firsthand experiences. While empathetic research was able to be performed for sushi, the same could not be done for the location. Another design problem is the focusing on a sole objective. It is easy to try and cater to all needs and wants, however, that is not possible and can result in an advertising campaign with no clear messaging. Creating an innovative sushi restaurant in a neighborhood with many other options can be solved by looking into what the competition offers. Is there any benefit that they are lacking or anything they can offer that they didn’t capitalize on? By asking these questions, we can exercise USP (unique selling proposition) to create a distinction between the client and the competition. The solution for the lack of complete empathy mapping came from looking at yelp reviews and travel blogs to see the opinions of people who have visited and those who live within the area. The final design problem of a lack of focus was shifted during the revamping of the creative brief, where the shift was focused from transparency to sustainability. The solutions chosen provided for a focused, well rounded design brief to be created with a variety of information within.

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Innovative Thinking

Most of the sushi restaurants in EastSide Milwaukee put their focus on advertising themselves as having a variety of foods, each fresh, and sourced locally. With those being the main options offered within most of the competition restaurants, there were many other ways that BoxPark Sushi could be marketed. For example, none capitalized on the opportunity to socialize, or learn about the tradition. However, in taking advantage of the structure of the BoxPark Sushi, the route of sustainability was taken. Common design styles throughout the marketplace involve dark tones with reds, to further promote sustainability, BoxPark Sushi shall use green. The work presented shows innovation through consideration of locale, the creation of unique selling propositions, and research on psychographics to create a sushi restaurant that presents itself as innovative in what its objective is and what it offers. The work process may be altered in the future by actually visiting the location and the competition to gain insight through first-hand experience. By visiting the location, new features and benefits can be focused on to create more unique selling propositions and expand on the brand image. Within the images above, the dark theme used in some of the competitors sushi bars can be seen. BoxPark Sushi will try to use lighter theme, keeping with green tones throughout.

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Acquiring Competencies

This past month’s learnings provided knowledge that is new and can be used towards creative briefs and brand imaging in future projects. Main takeaways involve the use of Settle and Alreck’s shopping list of needs, the use of USP (unique selling proposition) to target features and benefits that the competition does not, and how exactly to create a brand that can have its own standing in the marketplace. Concepts gained from week 1 include Strategy versus execution, which is the difference between what is being said and how it is being said, and the process of creating a strategy. When creating a strategy, 3 categories must be considered: the product, the consumer, and the marketplace. The consumer allows for designers to gain information on who they are advertising to. Who Is the target audience? The product is what the client offers, what features they have and how they can offer benefits to the target audience. The marketplace is knowing where the product and brand fit into the market. More concepts gained during week 1 include becoming an expert in the product, which involves using it, wearing the product, consuming it, and testing what the product can do to have firsthand experience on everything the product can offer, and how the features can be translated into benefits. The topic of understanding the competition was also learned in order to gain insight on why consumers may choose products from the competition rather than from the client. Week 2 provided an understanding of Maslow’s Hierarchy of Needs, which is a list of 5 needs ranging from physical to psychological and varying in complexity what consumers work towards fulfilling. However, Maslow’s Hierarchy of needs proves to be broad, and Advertising Concept and Copy showcases Settle and Alreck’s Shopping List of Needs, splitting the 5 needs into 15 specific aspirations that influence customer shopping. Chapter 4 of Felton’s Advertising Concept and Copy (2013) provided insight on demographics, which are physical attributes that define the market, as well as psychographics, which focus on people’s attitude, opinions, personalities, lifestyles, and more. It also dives into buying behavior and how times of year, events, and holidays impact how a consumer may use a product. Week 3 included teachings on the difference between product-oriented advertising strategies and consumer-oriented advertising strategies. Product oriented strategies include generic claims (which are used in most advertising styles, and require strong executions), product features (which involve using the differences between brands to advertise the client), Unique Selling Propositions (which tell customers that if they want this specific feature or benefit, the only place they can get it from is from the client) and Positioning (the perception consumers have of the product relative to its competition). Consumer-oriented advertising includes brand imaging (the selling of the objects aura and personality), lifestyle advertising (which showcases a desirable way of living with the product) as well as attitude advertising (which places value in tone of voice, where the tone of voice becomes what is for sale, for example, Wendy’s advertising with a sassy voice throughout social media). This past months teachings can be split into 4 categories throughout 2 separate charts

Academic

Occupational

Everything learned throughout this past month can be utilized in real world practices.

Strategy Vs Execution Creating a Strategy Becoming an expert in the product Attitude advertising Translating features into benefits Understanding the Competition Maslow’s Hierarchy of Needs Settle and Alreck’s Shopping List of Needs Demographics Psychographics Buying Behavior Generic Claims Product Features Unique Selling Proposition Positioning Brand Imaging Lifestyle Advertising Attitude Advertising

Technical	Conceptual
Strategy Vs Execution Creating a Strategy Becoming an expert in the product Translating features into benefits Understanding the Competition Demographics Buying Behavior Generic Claims Product Features Brand Imaging Lifestyle Advertising	Maslow’s Hierarchy of Needs Settle and Alreck’s Shopping List of Needs Psychographics Unique Selling Proposition Positioning Attitude Advertising

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Keeping the current theme of conversational chunks, this week’s journal entries are once again parts of conversations heard throughout the week. Rather than transferring to a sketchpad this week like I had done in weeks 1 and 2, the illustrations were done on scene, in a small notepad I usually carry. I decided I would illustrate these sentences with the first image that appears in my head. Also, in keeping the artistic style, the illustrations were also created with heavy ink and thin lining, lacking color. Crosshatching was also implemented to add texture and shadow.

The first illustration included was overheard at home. My sisters were speaking about a date one was supposed to go on, and her date arrived to pick her up hours late. The second image was derived from a something I overheard in the hallways at work. A female was constantly repeating “ow”, however, she was not visible. The sound came from one of the many offices. The third illustration was derived from hearing my sister recite her biology textbook. However, she kept repeating the term Kilo-Calorie, and thus the term made it into the story journal, with a twist! The fourth illustration emerged from the news of Freeform’s 30 nights of Halloween listing, where they announced they would play Hocus Pocus 27 times throughout the month of October. Sounds like a good Halloween to me. The final illustration was inspired by an experience in a bar on a Thursday night. The DJ was playing old Disney Classics, beginning with Lizzie McGuire. While many were excited to hear the song, many were just as confused as to the decision to play that song.

The common theme in the final week’s story journal is perhaps a creepy twist or a more negative perception of the words. The black inkiness gives light things like Lizzie McGuire’s blonde hair a dark look, creating a Goth Lizzie. These illustrations appear to be in prep for the spooky season.

The story journal could be a story of a Killa-Calorie, living in a human body. The pain it causes in killing live cells result in many Ows. Perhaps it decides to go on killing sprees each time it feels its host body get emotional. Maybe the Killa-Calorie is training for Halloween, and is planning a good cell killing each time Hocus Pocus plays. Or perhaps it chooses to take a break throughout the month of Halloween as it enjoys Halloween just as much as it’s host’s body does. Perhaps it can also hear everything the host body hears, and listens to Lizzie McGuire in a bar.

Stringing these bits and pieces of several different conversations this week results in an outrageous story, where there is logic, but it is almost like a game of Ad-Libs. Separately, each conversational piece makes sense and is easy to get each separate tale. However, in piecing the stories together, an outrageous story emerges.

Resources – Connection and Synthesis

Adeniji, J. (2011) A Methodology for the Effective Design of IEC Materials for Health Communication Campaign Messages. [Academic Journal] Retrieved from EbscoHost

Adeniji’s academic journal explores important aspects to consider in the design process and how they can create better design within the health industry. She touches upon considering who is sending the messages, who is receiving the messages, where they receive it, the response to the messages received and how the language used has an overall impact. This research was used in Week 4’s process as it provided insight to how design must be implemented differently across different industries. The research connects to the industry today as it provides a reminder that not all industries require the same design style thoughout. Some may focus more on image and iconography to get their message across, while others heavily rely on text and typography manipulation. This research serves as a reminder to cater the design styles to each industry differently.

Albright, J. (2012) How to Make a Storyboard! [Article] Retrieved from EbscoHost

How to Make a Storyboard was used as a basis for the storyboard process, providing detailed explanation and examples of different ways to storyboard, separating the image from the description, including the timing and providing an overall understanding of different camera shots and image composition. This article proved useful in the understanding of how placement can give the work a different feel, an aspect that was played with in the storyboard process as well as the animation process. Zooms and Pans were also used throughout the animated Vision Board to create more compelling shots and tell a story. The research connected to the industry as the storyboard process is often the basis of motion graphics. One should have a master plan before jumping in to the animation process as it can create a more seamless and organized work process. An organized animated story creates a more enjoyable experience for the client and audience.

AVIDS (2017) 20 Creative Branding Examples Using Motion Graphics [Blog] Retrieved from https://blog.advids.co/20-creative-branding-examples-using-motion-graphics/

            This collection of motion graphics videos were created and used by large name brand companies such as Apple and Heineken. While simple, this resource provides a chance for the viewers to practice and look for the 12 basic principles of animation in motion design, and how each principle is exercised to create completely different videos. This article works mainly as an example of vectorized motion graphics, but also provides actively in use industry examples. The animated Vision Board plays with motion graphics and vector work in both the text animation as well as the demonstration of color. While seemingly simple designs, the snow cones are a valued treat on hot summer days in Washington Heights. The motion graphics allows a deeper connection to residents of the Washington Heights area as it also displays fast paced motion, connecting to the area.

Belluso, D (2015) Animate Still Images with Parallax [Article] Retrieved from https://davidsonbelluso.com/animate-parallax/

This blog post explains to the readers what parallax is. It is the manipulation of foreground, middle ground, and background through the change of viewpoint. Elements move at different speeds and change in scale as well. The foreground usually moves faster than the background does as it exponentially sizes up in comparison to the slow increase of the background. This article heavily related to todays industry as this motion style is often used in travel design work, creating interesting focuses through pans and view point manipulation. It is a design style that is favorable to use as it is relatively simple but can have create compelling relationships between the viewer and the work.

Blazer, L. (2015) Animated Storytelling: Simple Steps For Creating Animation and Motion Graphics [Book] Peachpit Press.

Blazer breaks down the process of animation across different chapters, beginning with the organizational process, preproduction, and storyboarding, all the way to incorporating sound and technique to result in a final animation. Blazer provides details in how to compose shots to create more interesting stories, how pans can eliminate unnecessary information, and how sounds can affect the animation. This book was used mostly in the storyboard process as it covered different camera shots, points of views, and how the storyboard process can lead to a compelling and organized animated sequence. It was revisited during the animation process as it also discussed how motion can stimulate different emotion, creating connections with viewers. It also discusses how audio affects the tone and voice of the motion piece. The research connects to the industry as it provides valuable insight to different qualities of the motion graphics design process. It also offers insight on how different methods of motion and considerations can create more compelling connections with viewers. The research was avidly implemented throughout the month’s work.

Cousins, C. (2015) Kinetic Typography: An introductory Guide. Retrieved from https://designshack.net/articles/typography/kinetic-typography-an-introductory-guide/

            This blog post gives a brief and understandable description of kinetic typography, including a list of tutorials as well. It offers a brief history, as well as examples of where kinetic typography has been used thus far. Kinetic typography can be used to create emotional content, characters, and capture attention as it offers a dynamic way of reading. This motion style is used often throughout many industries, including the music industry, fashion, and film. It is often used to create emotion from the viewer, creating a deeper relationship between the client of the brand. It is versatile and can be used across different industries to convey messages, whether informational or emotional.

Dima, M, Coyne, R & Wright, M (2012) Designing for Audience Engagement [Article] Workshop Proceedings NordiCHI 2012

This Research Journal offers a deep understanding in different things to consider in the design process, which attribute to audience engagement. It covers simple topics such as time and how it can affect the audience’s attention, as well as the audience involvement, and how they are supposed to interact with the design through different mediums, including touch screen. This research article tells of how audience engagement depends on a variety of factors in the design process. It connects through the industry as audience engagement is an aspect that should be considered across all design styles, whether they be print, film, motion graphics or others, there are considerations which can drastically change how clients and the audience can perceive a design work. It is an aspect that is considered throughout the design process already and is often the reason why new pieces are shared with audience members to perceive reactions and take note of the connections they may or may not feel with the work.

Falcon, A. (2018) Cinemagraph: 28 Still Photos with Subtle Motion [Article] Retrieved from https://www.hongkiat.com/blog/cinemagraph/

This blog post functions as a compilation of different cinemagraphs and how images that are already compelling can be made even more so through the inclusion of video. This article was used and considered in the process of creating a cinemagraph. The photos served as inspiration as well as motivation for what type of motion style to pursue. The research connects to the industry as cinemagraphs are often saught after and used by industry professionals, students, and bloggers. It is a style that is not only compelling, but accessible.

Kitney, A. (2018) 40 must-see examples of kinetic typography. Retrieved from https://www.creativebloq.com/typography/examples-kinetic-typography-11121304

This blog post functions as a hub of different examples of kinetic typography, and how kinetic typography is used to create emotion within the audience. Kinetic Typography tells a story through motion, which may include, photography, video, or illustration. This blog post served as inspiration for the different ways kinetic typography can be implemented in the design world, across different industries. The articles provides examples of the use of Kinetic typography in today’s design world. While not used in this week’s process, it is definitely a style that should be used going forward, not only to expand upon knowledge base but also to see how the motion style can connect with viewers.

McGregor, L. (2017) Bring Your Film Marketing to Life with a Motion Poster [Blog Post] Retrieved from https://www.premiumbeat.com/blog/create-marketing-motion-poster/

Motion Posters are introduced as animated motion within a still photograph. It differs from cinemagraphs as they can sometimes be elemental aspects added to photographs such as dusts flying across. Using Element Overlays helps establish a foreground, midground, and a background as well, and helps create a more compelling connection with audiences. The article also briefly discusses the Parallax motion style, including tutorials. This post connects to the industry as it offers advice from industry professionals as well as examples and tutorials of how to properly implement the motion styles in design work. The lessons from the cinemagraph section were considered and used to create what appears to be a simple animated graphic, but proved to be more challenging that originally anticipated. The result of the use of this style was as casual look at the nightlife in Washington Heights and basics of what to expect.

Mevorah, V. (2017) What is a Cinemagraph? [article] Retrieved from https://www.widewalls.ch/cinemagraph/

This short article explains the concept of Cinemagraphs and what they are. Cinemagraphs are a blend of photograph and video in order to create a still image that displays small sections that are moving. Better known as the “animated Gif” after being unveiled in the fashion world, cinemagraphs quickly became popular in blog posts on Tumblr and across other brands. This article also includes a tutorial on how to create a cinemagraph using Peter McKinnon’s expertise on YouTube. The cinemagraph is often used across the design industry, creating an aesthetic that is highly sought after. The article was used in this week’s work as inspiration and reference for the work process.  A Cinemagraph connects to the client best as is can show the energy in the Washington Heights Area.

Pannafino, J. (2018) 12 Basic Principles of Animation in Motion Design [Article] Retrieved from https://www.howdesign.com/web-design-resources-technology/12-basic-principles-animation-motion-design/

            This article’s core ideas are the explanation for the 12 basic principles of animation in motion design. Each principle is discussed both in text and in video to create a clear understanding for readers. Principles like Squash and Stretch, Staging, Straight Ahead Action & Pose to Pose, Slow In and Slow Out, Arc, and Secondary Action are each covered and are paired with a video that repeats the motion graphic. The article also covers the principles of Timing, Solid Drawing, and Appeal, which are once again paired with video to truly emphasize the use of each principle in video work. The topics presented are a great basis for motion design. This article was one of the main works used in the research process. The effect it had on the design process was large as my motion graphics include preemptive motions that create a more dynamic look. Before scaling an object down, the object would slightly increase in size. Before moving an object left with a motion blur, it would be slightly moved right, without motion blur, to create a more compelling movement. The research connects to the industry as these 12 principles are often used throughout the motion graphics process today. The principles were heavily practiced in the animated Vision Board and created a better understanding and connection to Washington Heights to viewers experiencing the area for the first time, and to residents living within the area, who felt they were well represented.

Smith, K, Hanover, D (2016) Experiential Marketing: Secrets, Strategies, and Success Stories from the Greatest Brands. [Book] Retrieved from ebscoHost

This book offers an in depth insight as to what creates engagement between brands and consumers. It discusses the core values of purchase decisions and what compels consumers to use a brand. Experiential Marketing speaks about loyalty, and the relationships created through loyalty, and how those relationships drive purchases, performance, and service. The book goes further to discuss the experiential pillars that have a presence in the marketing. Aspects such as “memorable” “believable” and “personal” are mentioned, but also include topics such as shareable, remarkable, connectable, flexible and more. In total, there are 11 pillars that are discussed that affect experiential marketing. This research can be used moving forward as it directly relates to experiential design and how audience connection to the design should be considered through each step of the design process. This book favors the audience as it reminds designers of methods and considerations to implement in the design process to create lasting connections with viewers.

Studiobinder (2019) How to Make a Storyboard for Video and Film: The Definitive Guide. [blog] Retrieved from https://www.studiobinder.com/blog/how-to-make-storyboard/

Studiobinder’s blog post illustrates storyboarding using pop culture references to show how big production movies use storyboards still. Their storyboarding process closely cover how camera angles, close ups, and pans can help create more compelling scenes. The post goes further to discuss the addition of backgrounds as well as depicting motion through the use of arrows. This storyboard method heavily inspired the method used for this months work, as the separation through the use of index cards allowed for reorganization later on in case one sequence proved to make more sense than another. The real world example also proved to create a memorable resource. The use of index cards and arrows can better help the client communicate with the designer in terms that they can understand easily, providing inclusion throughout the design process.

Tom May (2019) 50 After Effects tutorials to sharpen your motion skills [Blog Post] Retrieved from https://www.creativebloq.com/after-effects/tutorials-1232661

This resource is a collection of many different After Effects tutorials. The tutorials range from beginner introduction to the program, all the way to advanced motion graphics work. The resource proves to be effective in reminding the user of basic concepts learned years ago, as well as offering the opportunity to learn new tools and methods of motion graphics animation. This blog post was often referred to as it provided many different techniques and principles to play with in and implement in the design process. It allowed an opportunity to work while also sharpening knowledge and skill. This research connects with the industry as it is an open source that provides free knowledge to students to learn the best methods or potential methods of motion design from industry professionals. The use of these tutorials allowed for sharper manipulation of After Effects as well as more compelling design.

Verissimo, J. (2017) Keep Your Communication Flowing With Motion Design [Article] Retrieved from https://medium.com/bythewayhi/keep-your-communication-flowing-with-motion-design-ca3fe8769f44

This resource provides a more in-depth review of motion graphics, the different kinds of motion graphics that exist, and how they are integrated within everyday life. The main topics that are discussed within this article is the difference between Flat Stroke Animation, Rigging Animation, and 3D Animation. These design principles were played with in the animated Vision Board, as they were used to emphasize images that were plain and provide more motion to a sequence that seemed motionless. This article connects with the industry as the flat stroke method, rigging animation and 3D animation are actively used today. The methods were used as inspiration throughout the design process as they helped give keep the sequences in motion. The client could also relate to these methods as they are often used in the design industry, and they are methods known to them.

Problem Solving

What design problem were you solving? What design problem does the medium you designed for solve according to the industry? How did you solve the problem? (***Remember – a design problem is not the same as a technical problem***)

The research above functions as a knowledge base to improve design skills drastically. It teaches new design methods as well as real world applications and how they are responded to by audiences. The design problem that is tackled above through the use of the research is the implementation of motion graphics, the consideration of what graphics work best in what situations, as well as the organizational process in order to optimize on the motion graphics created. According to the industry, this week’s cinemagraph provides a casual aesthetic that is sought after across many different industries. It allows for an understanding of a blend of photography and video, as well as a demonstration of the feeling of the Washington Heights Area.

Innovative Thinking

How does your work compare to others in the industry? How did you approach the subject of innovation? How is your work innovative?

The cinemagraph presented displays a more casual example of the Washington Heights district. Often, cinemagraphs are used in advertising, displaying luxury products or foods. However, the use in the cinemagraph created is to convey an emotion of the energy that still exists in the nightlife of the district. The subject was approached through the use of a variety of tutorials and examples to create a distinct look. The work presented, shows technique towards masking as well as understanding of the cinemagraph style.

Acquiring Competencies

What did you learn overall throughout this process? Any new software? Techniques? Skills? Explain.

The process of blending photography and video was learned in this week’s work. Masking and using keyframes was exercised throughout to create motion and stillness in a very busy cross-section. Along with the understanding of cinemagraphs, the process of creating parallax imagery as well as kinetic typography was learned. Higher understanding of the capabilities of both adobe Photoshop and After Effects was achieved.

Reflection

This month’s class began as an experience I was already familiar with, creating a vision board for a location I chose and researched last month. While it began in familiar territory, it quickly moved to unfamiliar territory as storyboarding was explored, followed by the implementation of motion graphics design, as well as exploring different styles of motion graphics. Overall, a variety of lessons were achieved throughout this month. While I am not new to using motion graphics, they are a skillset that hasn’t been exercised for over four years. At this point, many of the techniques and applications were relearned, but were quickly picked up and implemented. The storyboard process proved to be one of the most favorable parts of the overall process. In using index cards, I was able to create a dynamic storyboard that was open to change to better suit the voice and tone. The storyboard, while not in a completely established order, provided the opportunity for organization in storytelling as well as a full collection of thoughts, which were organized at a later time.             The following week, the process of creating an animated vision board, while daunting, had a layout to start working with. What made the task daunting was the lack of knowledge in After Effects. However, that issue was quickly resolved with an array of YouTube Videos, where the basics as well as different techniques within the program were picked up. Week 4’s cinemagraph was created through the use of Photoshop. I was unaware of Photoshop’s video editing capabilities and was surprised at how user friendly it was. The original video obtained of the location involved many cars zooming past the main subject. However, the focus was to only be on the man and the neon sign in the background. Masking each aspect proved to be a difficult process. However, the final product was a compilation of different techniques learned throughout the week and utilized to create the final cinemagraph. Provided are the cinemagraph as well as examples of the original video, where cars are seen zooming by.

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The ongoing theme of my story journal so far has been and will hopefully continue to be bits and pieces of conversations. When put out of context, these conversations can seem extreme, but the descriptions gives context to each. Patching together a story out of these distinct narratives has become something of a fun exercise, as sometimes the stories can get dark. They can also sometimes be really lighthearted. This week, I really tried to dive into sketching into my small journal that I carry around rather than consolidating notes and then sketching in a large sketchbook. This week, as sketches were done on the go, they seem slightly messier, and simpler. I also kept with the inky style once more as I want that to be the theme for the rest of the time.

The first sketch was based on a conversation heard at a dog park. Two dog parents were watching their pups play and were sharing sour patch kids. One jokingly mentioned the lack of hallucinogenic, and the other seemed downtrodden. The situation was odd and humorous as it was such a casual conversation. The second image was derived from a conversation in my workplace, between the IT guy and the coworker next door. Last week was a busy week for the IT department, many changes were made, and many problems arose from the situation. IT had to provide assistance to each employee almost every day last week. It was mentioned that a coworker was out on vacation and he was not experiencing these changes with the rest of the people, and the statement was said. The third illustration was based on bad joke said at a dinner party. The fourth illustration was a story told by my sister about her morning commute.

The common theme I’ve noticed so far for this week may be extremes. Whether the comments be extreme in passing or the situation be extreme, the theme of extremes is prevalent.  With that theme, a story could be patched. Perhaps Umami was a confident woman, who handled everything well when Udaddy left. Perhaps Udaddy learned to rely on hallucinogenic to get by, becoming more reliant as the days went past. Perhaps the stress of work also began to take effect and drove him to a final decision of jumping in front of a train. While extreme, the story can be stitched together this way.

However, stringing these bits and pieces of several different conversations is becoming a fun exercise to wrap up the week.

My journal entries this week revolved once again around sections of different conversations overheard during the week. The locations of these conversation tidbits include my home, phone calls, and things overheard on a hike. Again, my small journal that I carry in my small backpack proved to be a helpful tool as I often reached out for it and added the tidbits throughout the week. I was better about keeping to paper this week, and only used my phone once to jot down an idea for an illustration later. After liking last week’s style of illustration, which appeared to have heavy ink, I decided to once again keep to a more inky look with fine lines to compliment the piece. So far, I am enjoying not using color for these illustrations, as I worry that color may take away from the line work and crosshatch.

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The first conversation tidbit “America’s Favorite Ice Cream” was derived from a conversation heard at an ice cream factory, where a man swore that chocolate chip mint is the all time favorite ice cream in the united states. He voiced the opinion strongly and earned the spot in my journal, as it is a great argumentative point that could be kept light, but could also escalate quickly. Personally, I prefer cookie dough. Is chocolate chip mint the favorite Ice Cream of America? By who’s standards?

The second image is derived from an experience I had working a concert this past week. I worked as an usher and had a fairly slender woman compliment me. While I was not having fun as an usher, her comment truly made my day, and it stuck with me through the rest of the week. In today’s day and age, where the media heavily influences whether a human body can be accepted and to what degree, females complimenting each other is quickly becoming a force of good, providing empowerment and strength rather than judgement.

The third illustration was overheard in my home. My mother got back from a flight overseas and while we were catching up, I left the room for a few minutes. My sister took the opportunity to report to my mother that she felt a demonic entity in her room, scaring her, which resulted in my mother, two sisters and I all sharing her bedroom that night.

The fourth illustration was a scene that played out on a hike i took. The couple ahead of me had an adorable dog who was excited and zooming back and forth. They did not have the dog on a leash and the dog disappeared for a minute, and emerged on the path holding a rabbit between its teeth. The owners then scrambled to free the rabbit from the dogs teeth.

The last illustration was inspired by a conversation overheard during an airport pick up, where the person who had arrived was not dressed in an appropriate manner. She was greeted by her friends who immediately told her to cover up, as nobody wanted to see that.

The emerging story journal could be a story of a couple who had ice cream in the morning, with their dog, and had a debate on the best ice cream flavor in America. Perhaps while eating ice cream, the couple got a compliment from a stranger, complimenting their body types. From there, the couple decided to go on a hike to work off the calories from the ice cream treat and their dog had a bunny in its grips. Perhaps the surrounding people were shocked and in horror, someone may have screamed “nobody wants to see that”. As for the demonic entity in the room, perhaps the dog is normally mild mannered, and the want for bloodshed was derived from a potential possession.

Putting these stories together once again results in a wild story that has moments of calmness as well as moments of action. The demonic possession is something that the audience could know of but the couple is not aware of, similar to how Shakespeare tells his audience that Oedipus is the son of the Queen in the beginning, but Oedipus is not aware. While the story is outrageous, this week it is possible to be pieced together.