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MDMFA: FINAL REFLECTION

As an educator, I am pretty picky about my own education. I have been in programs before that were lacking. I felt disappointment in programs and degrees that didn’t push me enough or were too watered down. When I first discovered the MDMFA design program at Full Sail University I was quickly enticed by the online format. As a high school applied and visual arts teacher my schedule wouldn’t allow me to obtain an MFA easily–without dragging it out over multiple years and spending my summers on a far off campus. So I jumped on board with Full Sail, hesitant at first, venturing into the great unknown. From the very first course in month one, Mastery: Personal Development and Leadership, I knew I had made the correct decision. I knew the next year of my life would be a challenge but was confident I was up for the tasks set before me.

Looking back over the last twelve months I can say that each course was strategically placed to prepare and help me succeed as a professional media designer. I give kudos to the instructors who came together to develop this program. Each course built upon the last adding new challenges along the way. At times it was overwhelming but anyone who has worked in the design industry knows the feeling. I would recommend this program to anyone interested in pushing their career forward in the design field as I believe it has given me the confidence and inspired me to explore uncharted waters in my own life.

Each of the 12 courses over the last year introduced us to new concepts, techniques and theories necessary to successfully complete our Thesis Project for the MDMFA program. Not only did each course require us to push ourselves to learn new technical skills regarding design software but also challenged us to go beyond technical skill. We were pushed to develop our own ideas through research and managing branding campaigns for companies. This real world experience over the course of the program was essential for preparing us for our Thesis Project. This structure helped us to think much more like the client as opposed to ourselves. Without this ability I am confident I would not have been as successful on my final Thesis Project.  

Throughout this 12 month program I was faced with many challenges–some more daunting than others. Whether it be managing work and school or the challenge of a new baby or facing my own shortcomings I managed to prevail. No matter what set of obstacles were placed before me I came through on the other side stronger knowing I have the confidence and necessary skills to succeed. Each course provided me with personal triumph along the way.

Mastery: Personal Development and Leadership I remember this course vividly as it set the stage for the entire design program. I wrote a research paper on Leonardo Da Vinci. As I researched the “Renaissance man” I realized his story was much like mine. I realized my life also paralleled many other greats while reading Robert Greene’s book, Mastery. His book opened my mind’s eye to see the world differently. The book had so many examples of people who were not traditional and dared to go their own way no matter the pain and persecution they faced because of it. The world counted them out but now we revere these great contributors to modern society (John Coletrain, Thomas Edison, Benjamin Franklin, Mozart, etc.) The greatest triumph for me during month one was that I decided I was going to become a “Master” in my field. I decided in that moment that I would dig in and hone my craft. I learned mastery went beyond technical skill and was a way of seeing the world differently and valuing and learning from every setback along the way. I was going to define what it meant to master something and not let society or the world around me define who I am.  

Defining Client Needs This was the first course in which we looked at a case study. I remember being inspired by the simplicity of Margo Chase’s Chinese Laundry rebranding and realizing the power of ideas. Chase felt it was the designer’s job to educate the client with the research before scaring them or intimidating them with the “black art of creativity” (Chase, n.d.). The biggest triumph for me during this course was my design for a Romeo and Juliet poster. Shaun Adams made the statement “When making moves think big, work in broad strokes and big gestures” (Adams, n.d.). After hearing this, I wanted to push myself to try something bold for the project so I created my own hand drawn type and illustration. I was pretty happy with the end result as I used bold colors and used scale to make a big impact.

Brand Development During this course we read Marty Neumeier’s book, Zag, which had some really great points. The main point that stuck out was his idea of going beyond differentiation to radical differentiation and in turn becoming the only (Neumeier, 2007). The biggest triumph for me was realizing how I could apply this to my custom woodworking business. Finding ways to become the only and differentiating myself from the rest of the herd was crucial. I had never understood how to do so until this course. After this I looked to rebrand myself and really dig in to how I was unique and different.

Effective Copywriting I have always felt that I have a pretty good design sense. I am a nerd about design so typically know what makes a design strong. But I did not understand the power of design combined with great copy until this course. This course opened my eyes to what good copy consists of. My personal triumph for the course was designing a testimonial ad. All of the elements of design as well as copy fell perfectly into place to create a powerful ad. The knowledge gained from this course helped me to push to become a stronger and more effective writer. I have used the knowledge to help grow my own business.

Design Research This was the first course in which were really dug in with our design work. We were tasked with creating infographics and movie posters. It was great to get back into design but this was the first time that I had ever really researched in-depth before designing. It made a huge difference in the quality of my work. My design work was much more informed and stronger because of the research put into it. A personal triumph for me was conquering my first infographic. I had never designed an infographic and learned through research as well as trial and error. I remember my first attempt was lacking but with feedback from others ended up with a portfolio piece to be proud of.

Organizational Structures This course opened me up to new things. I had never dealt with moodboards before this course. Looking back my moodboard designs were not great but I learned a significant amount to apply towards my thesis project. This course challenged me more than any course throughout the year. We were pushed into Adobe AfterEffects which was not an area I was comfortable with. I remember being totally stressed feeling like I would never be able to accomplish the project goals. This was right around the time my son was born also so this new dynamic definitely added to the tension I felt building. My personal triumph for this course was realizing that life cannot always be perfect. Sometimes you have to let go and realize where your priorities lie. Ultimately, I chose my family over school this month and my grade suffered a bit but life went on. I continued to move forward and found myself at the end stronger because of it.

Design Strategies and Motivation We were tasked with doing a lot during this course. We had to develop brand logos (which was one of the highlights from the program for me) as well as create a style guide. My personal triumph was creating one of the most dynamic logos I have created to this point in my career. All elements fell into place to communicate exactly what the brand needed.

Design Integration Design Integration had us design a campaign for our companies. Being a visual and applied art teacher my mind immediately went down the rabbit trail thinking of big impact ideas. My personal triumph for this course had to do with executing ideas that were on brand for my company. I was extremely proud of my campaign work. My guerrilla idea as well as my UPI and TV ad were on point for the brand and made a big impact on my classmates and professor as well.  

Multi-Platform Delivery This course marked the beginning of our thesis work. At this point we were cranking out design work at twice the pace as before. We were assigned our companies and jumped right into the process. We learned to carry out campaigns for varying media. My personal triumph for this course was the fact that I came up with a branding strategy for my company that I would see through to the end.

Measuring Design Effectiveness My personal triumph for this course had to do with seeing beyond the grandeur of my own ideas. It is easy as a designer to fall in love with your own ideas. This course forced us to test out ideas collecting actual data from surveys. This research helped to better guide our campaigns and design work. For me this was a big eye opener and sent my campaign work in a direction I hadn't anticipated. I had to learn how to quickly adapt and consider valuable feedback from a target audience.

Thesis: Presentation of Design Solution This course is where everything came to a head. The biggest piece of this course was developing our campaign project books. These books were massive and required a great deal of time and effort. One would think that accomplishing this would be my greatest triumph but it actually was not. My biggest triumph for this course was designing my brand vision book. We had to use images to tell the brand’s story. This by far was one of my best design pieces for the year. I managed to design a vision book that relied almost solely on visuals but communicated the story of the brand perfectly.

Professional Practice This class was a great way to cap off our Master’s work. If it wasn’t for this class I would have  probably fallen off as a professional designer. I appreciated how we were required to get our portfolios in order and position ourselves for success in the industry whether it be full-time or freelance. My greatest triumph for the course was finishing off the program strong. I hit a few bumps during this class as the perfect storm of work and school hit but overall am happy with my work for the course and the program overall.

References

Adams, S. (n.d.). Foundations of Layout and Composition | Lynda.com Training. Retrieved October 25, 2015, from http://www.lynda.com/Design-tutorials/Foundations-Layout-Composition/135095-2.html

Chase, M. (n.d.). Creative Inspirations: Margo Chase, Graphic Designer | Lynda.com Training. Retrieved September 30, 2015 from http://www.lynda.com/Typography-tutorials/margochasegraphicdesigner/685-2.html

Neumeier, M. (2007). Zag: The number-one strategy of high-performance brands: A whiteboard overview. Berkeley, CA: AIGA.

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Final Reflection: Presentation of Design Solution (Part 3)

Realizing how close I am to finally completing this journey is beyond belief. It has finally sunk in that I have only one month left in this MDMFA program. This month challenged us to be professionals, giving us the freedom to manage our projects on a much grander scale. This course was about as close as we can get within the parameters of the MDMFA program to dealing with an actual client. 

Three takeaways from this class would be:

1) The importance of story. 

In previous months we had touched on the importance of narrative and it resonated with me then but this course took the idea of narrative to the next level. Having a great story is one thing but combining that with compelling visuals is where the magic happens. Right now we live in a world that craves authenticity and a good story. As we are exposed to more and more media, news, etc. we find ourselves having to constantly sort through loads of information to find the most compelling, reliable, and worthy substance. One of my favorite quotes from this month comes from Bill Baker, Chief Strategic Officer for Envisioning + Storytelling (E+S). Baker says, “Time and time again people witness the power of storytelling, having experienced how a good story well-told can literally get someone to see things in their minds, smell scents that are not present or hear sounds in silence” (2009, p. 80). Naturally we connect with a relatable story because we want to transport to another place away for the stress and responsibilities out busy lives require–even if for just a short moment. This month learned how utilizing great visuals can tell a story. In our Brand Vision Books as well as out Project Books we had to use visuals to take the viewer on a journey. Learning to tell a story using minimal type and mostly visuals visuals took some trial and error. But I quickly learned, “Remember to be systematic about the order in which you present your work” (Best, 2006, p. 145). Once I figured out how to build upon the previous piece the idea of visual storytelling became quite clear. 

2) Design clearly with intention.

Being intentional with my design has become much more clear as well. As a young designer you feel like you need all of the bells and whistles but as I read, Stories that Move Mountains: Storytelling and Visual Design for Persuasive Presentations, this idea slowly faded. Staying on point with the brand is much more important that the latest, greatest trends in design. “Icons, colors, and positioning all convey some kind of meaning. Choices here can subconsciously lead to a decision, or create a mental roadblock the audience must break through to receive your message” (Sykes, Malik, West, 2013 p. 194). Making sure a clearly designed delivery system is crucial. This can be observed in my Project Book. My design is simple and minimal leaving room for the brand ideals and story to come though. The book is layed out in a familiar way so that anyone who has navigated a website will feel at ease. 

3.) Knowing your audience. 

As I learned the ins and outs of visual storytelling I the came across the CAST model. (Sykes, Malik, West, 2013 p. 12) CAST stands for: Content, Audience, Story and Tell. Although all of of the pieces of CAST have value the one that  stuck out to me most was Audience. It is is easy to get caught designing for yourself to your own preferences. The most important thing to remember is that you are representing the brand and telling their story not your own story. Knowing the audience is the most important thing you can do as a designer for a brand. What is the target demographic of people the brand is trying to reach? Most often times you as the designer do not fall into that demographic. This is why knowing how to communicate the brand ideals in a way that connects to the target audience is imperative. Knowing the audience and the keys players’ preferences is crucial. Using a gothic style to communicate the story of a daycare won’t work because it is meant to be a warm and happy place. The same is true for rainbows and frills trying to communicate the ideals of a Biker Bar. This nugget of information will help me to set myself away from what I prefer and see the brand objectively.

References

Baker, B., & Boyle, C. (2009). The timeless power of storytelling. Journal Of Sponsorship, 3(1), 79-87.

Best, K. (2006). Design management: Managing design strategy, process and implementation. Switzerland: AVA Publishing.

Sykes, M. R., Malik, A. N., & West, M. D. (2013). Stories that move mountains: Storytelling and visual design for persuasive presentations. Hoboken, NJ: Wiley.

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Final Reflection: Presentation of Design Solution (Part 2)

Task two for this month had us focus on bringing everything together into one final presentation. All of the research and design work completed for our brands over the last 3 months had to be compiled and sythesized into a project book or video. I chose to work towards my strengths and develop a Project Book.

The project book for Tree Top Inn encompasses everything a client would want and need to see to make an informed decision on moving forward with the campaign. It includes all research, the creative development process, vision for the future and the final summation of the campaign. Below you will find some highlights from the book.

Cover

This excerpt by Robert Frost sets the tone for the book.

Simple and organic design communicates brand ideals for TTI.

Designing delivery systems that communicate clearly and efficiently is key.

Logo design process.

Vector graphics quickly communicate the 3 ways in which Tree Top Inn differs from the competition.

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Final Reflection: Presentation of Design Solution (Part 1)

Month eleven has been a great building block in the overall journey towards obtaining my MDMFA at Full Sail University. This month was the final summation of all of our previous campaign work for our brands. We were treated as professional designers managing a brand campaign. We created two main design projects this month which were incredible additions to our portfolios. The first project we were tasked with was a Brand Vision Book. Below are some of the main pages that tell the story for Tree Top Inn. To view the book in it’s entirety click the live link for Issue.

http://issuu.com/thadwallace/docs/tti_brand_vision_book_revised?e=24146921/37551645

This brand vision book for Tree Top Inn communicates the very essence of the brand. The progressive story was designed to take the viewer on a journey imparting brand ideals along the way.  

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Final Reflection: Measuring Design Effectiveness

10 months ago I started this journey towards mastery. At the time I had no idea the stress and trial I would face. Little did I know about the difficulty of maintaining a full-time career and pursuing a degree–not to mention the added dimension of throwing a baby in the mix. But as I reflect and look back the knowledge and practice I have gained has been invaluable. There have been bumps along the ways and times when it all felt like too much but I have prevailed. 

As I was reading over my reflection post from my “Journey to Mastery” class in month one, I pulled out these goals to evaluate my progress. 

become a master in my field

learn everything I can about the creative process

learn how to help others to identify and reach their goals

become a better leader

further my graphic design and media design skills

take risks

learn from my failures

As you can see I believe I have accomplished the above goals in one way or another. I know just because I have met the goal does not mean I have mastered them so I will continue to learn and improve throughout my career. 

Three things I have learned over the month in Measuring Design Effectiveness: 

Surveying / Market Research

Learning to conduct surveys to gather data and direction for my Tree Top Inn has proven invaluable. The data collected helped me to see beyond my own bias and learn what the potential customers had to say. By utilizing people of the target demographic I gained insight from new perspectives which guided future decisions in the campaign. For instance, I had such backlash with showing Disney in a negative light that I decide to scrap the posters all together.  They didn't work with the overall feel of the brand as they were rigid and too corporate. Another example is that many people thought I was highlighting the zip lining and adventure aspect too much and not the relaxing aspect. So I was intentional to down play the adventure aspect in some of the other assets.

Finding my Niche: Logo Design

The first two weeks of this course helped me find my niche. After designing another logo I realized how much I enjoy designing logos. They are a unique puzzle that have to be compact but communicate so much. I believe I will be pursuing logo design much more I'm my future. One thing that made this course different was the added aspect of utilizing feedback from potential customers. This really helped me narrow the focus which in turn provided me with the best possible logo for Tree Top In.

The importance of consistency of brand

As I have created assets for this course and campaign I have been made aware that potential customers can see any flaw or inconsistency right away. Again I can’t downplay the the feedback I received over the course. Consistency in a marketing campaign is essential. Any asset that doesn't fall in line with the brand ideals or narrative leave the viewers confused and most of the time enough to turn them off all together. This is why I began to trim the fat with my campaign. Quantity is nice but if it is hurting the brand more than helping then the wise move is to tweak or just scrap the design altogether. It is better to cut your losses with the time wasted than throw something inconsistent or off brand into the mix.

I will end with an excerpt quote from my reflection in month one because I still agree with this 10 months later.

“At a certain point, we move from student to practitioner. We try out our own ideas, gaining valuable feedback in the process. We use our expanding knowledge in ways that are increasingly creative. Instead of just learning how others do things, we bring our own style and individuality into play” (Greene, 11/2012, p. 3). 

Over these last ten months I believe I have moved from student to practitioner and I look forward to sharing my new found knowledge and skills with my own students in the classroom this coming August.

Resource:

Greene, R. (11/2012). Mastery [VitalSource Bookshelf version]. Retrieved from http://online.vitalsource.com/books/9781101601020

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The final 20 second radio spot will focus on the greater Orlando area. It is intentional to highlight the importance of getting away as a couple. The idea of relaxing as a couple was based on feedback that suggested I highlight the relaxing and fun as a couple without the zip lining and extreme sport aspect so I approached the ad from that angle.

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Here is the adapted 10 sec version of the ad for social media and Hulu.

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Above is the final animated ad for Tree Top Inn. Because of the necessity for the brand keeping things simple the ad is done with all vector animation as opposed to using photographs. Simple, clean graphics and type communicate the message while vivid colors scream fun. One of the main criticisms of the brand logo was the lack of showing couples reconnecting so it was deliberate in this ad. 

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THESIS WORK: Social Media Assets

For Tree Top Inn, a brand that has a target demographic of couples from 25-40 it was imperative to utilize social media ads and posts to communicate with potential customers. After receiving valuable feedback from surveys it was essential to promote couples. This was the main aspect of the brand people weren’t getting from the logo so promoting couples reconnecting and having fun together was intentional moving forward in the campaign.

Below you will see examples for Facebook, Instagram and Twitter.

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THESIS WORK: Logo Development

After tweaking my five final logo designs from the previous course I created a survey collecting data concerning the direction I should take for the final brand logo for Tree Top Inn. The feedback was eye opening and I after analyzing the data it was very apparent why this aspect of research is crucial when rebranding for a company. Target demographic participants were asked to read the brand narrative and ultimately decide which logo fir the ideals of the brand best. I say the results were eye opening because it showed how my own personal bent could get in the way of something that communicates best. Personally, I liked Logo C because of the simplicity and the fact that is a very clean logomark. But…I knew immediately it did not communicate enough about the brand and upon reviewing the data was correct. To make a long story short the majority felt strongly about A with E coming in close behind in many categories. Because these two were similar and each had aspects that worked the decision to combine the two left me with the final logo you see posted.

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Multi-Platform Delivery: Final Reflection

Throughout this course I have learned many things. All of these various pieces have been important and they all have worked together to strengthen my work ethic, skill and also my portfolio. But setting all of this aside I have learned about the power of ideas, the importance of a strong strategy and the importance of consistency in a brand’s deliverables.

One takeaway from this course would be the value of likeminded creatives. I am beginning to realize not everyone can generate ideas and I blessed to traveling through this process with some of the best idea generators from across the country. The old adage suggest that “Knowledge is power.” and that is true. I agree with this wholeheartedly as I am an educator of future citizens of this world. But more important than knowledge are ideas. I have come to know my cohorts fairly well and enjoy the time we spend critiquing each other’s work and suggesting ideas for improvement. Their ideas inspire me and I have come to realize my ideas are valuable also. 

Secondly, the importance of a strong strategy when running a campaign is crucial. I am very confident in the strategy of the “unVACATION” as I move forward with Tree Top Inn. It is just as Marty Neumeier suggests that to be successful one must zag when all others zig. It will be interesting to see how my strategy holds up as I move forward.

Lastly, remaining consistent in my designed deliverables is key. I believe I have if nothing else stayed consistent as I have done my design work for Tree Top Inn. Having directive words and staying true to the research is a huge factor in staying consistent with all designed media.   

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Thesis Work: Tree Top Inn: Final Logo Variations 

The above logos stemmed from an idea of an evergreen tree with a house in the top. These logos are variations of that concept. These logo utilize some aspect of a cabin whether more obvious or abstract. A couple of the logos take it a step further maximizing on the initials of the brand. The logos are simple and organic aligning with the brand ideals while communicating the idea of inn in a tree top.

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Above you will find my final pitch for Tree Top Inn. In this video I will explain what Tree Top Inn is all about and how I will market the brand by utilizing various media. 

#ditchdisney #thinktreetop

Reference

"Orlando Becomes First Destination to Surpass 60M Visitors." Orlando Business Journal. Ed. Cindy Barth. 09 Apr. 2015. Web. 15 May 2016. <http://www.bizjournals.com/orlando/blog/2015/04/orlando-becomes-first-destination-to-surpass-60m.html>.

Dineen, Caitlin. "Florida Sees Record Tourism Numbers in 2015." OrlandoSentinel.com. 18 Feb. 2016. Web. 15 May 2016. <http://www.orlandosentinel.com/business/consumer/os-florida-record-tourism-2015-20160218-story.html>.

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Tree Top Inn // Dynamic Moodboard

The dynamic moodboard takes the visual aspect of the original static moodboard a step further. A dynamic moodboard uses many of the same elements but adds movement, voice over, sound effects, and music. Considering the directive words for Tree Top Inn are simple, organic, reconnecting couples, relaxing and fun...you will see the above animation communicate these ideas.

Reference

[All audio used from the free music and sound effects YouTube audio library, Apple iMovie or original narration]

​https://www.youtube.com/audiolibrary/music

​https://www.youtube.com/audiolibrary/soundeffects

[All Flickr.com images were used under the Creative Commons license.]

Alberto. (2010, December 12). Carabiner Retrieved May 20, 2016, from

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https://www.flickr.com/photos/bwgtheatre/9566772500/in/photolist-fzodas-ciq7uh-abog2B-abkG29-8YfY95-oLc884-eppwqp-pP3nLs-ce5f1w-oH4BoC-9GqMto-eb7u4g-eNECeq-dqNZGi-anF3pE-4zTWXS-gQhRZo-cGaWYJ-cqxjm7-pBCfxX-9xkY1z-irPgN-cdDYU3-GyDqGV-8WnzHL-dm7mTC-9zZsCL-pAKBS3-qEpb4L-doj5gZ-gYBS7x-bX8sWL-njJdxu-aWT1ja-dk48wk-fyPhUs-fpR3Sd-jiXSgj-piv8gk-bBm63E-bzptMU-fAVTqp-dNCLaB-dE2bHP-ehFLn4-fJ5wZB-pW2iyu-oPwGJd-8PegMQ-bBMpPs

La Spada, Erica. (2010, November 6). 84/365. Retrieved May 17, 2016, from

https://www.flickr.com/photos/ealaspada/5305619806/in/photolist-nBgnoa-8zoULa-9DCMPG-95QFVy-9E6WFH-9DCMkb-9E9RiU-9E9RME-8zrNrY-8zrWgE-9E9R8s-8zrZKL-8zrWgf-9E9S4j-8zrWgw-9E6Xyt-9E9S1S-eH3rek-9E6X5z-8zrZKu-9E6XvB-8zrWgo-8zrWgJ-9DzSX4-8zrNrA-eH1ua2-8zrZLs-8zrNrE-6nSQwR-eEvqx7-eDEf5p-8zrNsd-8zrZKG-Q87bf-8zoULr-Q85W7-8zoULe-5XAp2f-8zrWgU-8zrZKy-8zrNrw-Q86Aw-eDLW3Y-eGE3QP-orZeVJ-v77oQC-va3Uzx-v9rAZ4-rHxudK-orZrj4'

Latremouille, M. (2014, August 24) Zip Line Engagement. Retrieved May 20, 2016, from

https://www.flickr.com/photos/marclatremouille/15072129665/in/photolist-oXSB3z-3pG1U7-ajJpmD-ajMfrm-63rKeW-ajMgcy-8dSxLH-cAeokw-9n82Wk-6Z7gZs-f7CMmi-dk9pz2-A1guig-eD8uKf-deEmud-5icpYa-oVchZh-q8xmoY-2o4hz-7T5xKT-goXJKm-2o3FE-dKWQq-5igJFu-5YoJR-4XB39g-5Qm3kV-dKSjji-nRrzCr-q8FWWt-gdK2V8-dTVQ8j-8NratD-74gyWC-9yQEWV-bad9ng-dTPY8n-4BmG47-p38YDu-6AmJaF-brAttH-aegG69-dHXDBc-p36TqY-8yHEu5-h5HkTZ-prKUin-32RcyB-8yHErw-peYALn

Oines, D. (2014, April 11). Untitled. Retrieved May 20, 2016, from

https://www.flickr.com/photos/dno1967b/13785572124/in/photolist-eb9qvv-akPeLD-nKLJQV-n1bEj1-nftkFf-qefxDJ-cLW73b-bMcqtP-dfwcDS-m3FiKp-dVGVab-m3Fd8H-dfwiTC-dWNgMw-gLstCH-o53wp6-jJ1Ykp-a8JtF4-dWHmSL-e8tcPv-bSWYD8-D3jJNo-AFed7y-mr9fgH-rZBe13-GebEfR-buZhyt

Robbins, J.R. (2008, Sep 1). Carter on the Zip-Line, Rigaud, Quebec. Retrieved May 17, 2016, from

https://www.flickr.com/photos/stjenna/2820034365/in/photolist-5icpYa-oVchZh-q8xmoY-2o4hz-7T5xKT-goXJKm-2o3FE-dKWQq-5igJFu-5YoJR-4XB39g-5Qm3kV-dKSjji-nRrzCr-q8FWWt-gdK2V8-dTVQ8j-8NratD-74gyWC-9yQEWV-bad9ng-dTPY8n-4BmG47-p38YDu-6AmJaF-brAttH-aegG69-dHXDBc-p36TqY-8yHEu5-h5HkTZ-prKUin-32RcyB-8yHErw-peYALn-gdJH7E-5icqvF-7HeRHT-rFGZp-cAepeS-f6Qm4g-67Jtug-74cCHr-qz6pB3-74cFHv-dEKQUt-9yTFsd-pGxjAh-mu1Cjk-qYdvtP

Sparkes, C. (2014, May 12). Purple Clouds. Retrieved May 17, 2016, from

https://www.flickr.com/photos/chad_sparkes/14150265256/in/photolist-nypNSC-doDhYD-bidvNg-dN5QPL-9E6Xfx-bidvXB-akh7u8-bidwdc-dMZhkg-5ydrNv-9E6XTg-bidvEH-bjG5EK-doDqdN-bjG586-6nSQqK-9DCNw7-bjG5Nn-9E6WM8-8zrNrN-9DCN4W-9DzUjT-nBgnoa-8zoULa-9DCMPG-95QFVy-9E6WFH-9DCMkb-9E9RiU-9E9RME-8zrNrY-8zrWgE-9E9R8s-8zrZKL-8zrWgf-9E9S4j-8zrWgw-9E6Xyt-9E9S1S-eH3rek-9E6X5z-8zrZKu-9E6XvB-8zrWgo-8zrWgJ-9DzSX4-8zrNrA-eH1ua2-8zrZLs-8zrNrE

Thomas. (2016, March 20). Long Pine Forest. Retrieved May 20, 2016, from

https://www.flickr.com/photos/photommo/26403464981/in/photolist-eb9qvv-akPeLD-nKLJQV-n1bEj1-nftkFf-qefxDJ-cLW73b-bMcqtP-dfwcDS-m3FiKp-dVGVab-m3Fd8H-dfwiTC-dWNgMw-gLstCH-o53wp6-jJ1Ykp-a8JtF4-dWHmSL-e8tcPv-bSWYD8-D3jJNo-AFed7y-mr9fgH-rZBe13-GebEfR-buZhyt

Zipline Safari at Florida Eco-Safaris. (2008, December 18). Retrieved May 17, 2016, from

https://www.flickr.com/photos/kissheartoffl/3328832986/in/photolist-65a95b-655Rm2-65a9cS-5K3D1W-f8JmUz-f8JmwV-faMSGk-e5LvFU-5FVAja-faMSL6-d9HtVH-bjG6x2-5ycHVv-dNoe4d-bjG6VD-dKYTeM-bjG6Ec-aTimNM-e5ETsP-dL5pr1-e5LvVh-aTimZi-dLrQt3-b2qW3k-6nSQz2-dKYSvF-9DCGjW-bA4UCL-b2qWxx-b2qYZv-8BtAk1-fb39uC-a7ryD9-bjG6Mz-9E6Y2Z-8BtAwy-dN5RtJ-bjG5tB-8zoULi-8BqtYB-65a98S-an78Td-Ef3B1F-9E9Rw3-DPN34D-8zrZLj-65a8JY-8zoULx-uNMpHm-9E6WQ8

[thadwallace-blog]

Tree Top Inn // Static Moodboard

The above moodboard gives a visual idea of where the campaign is headed. More so than an infographic this extremely visual display quickly communicates the overall voice and tone of the brand. It delves into more details like type, imagery, texture, shape, line, etc.

Reference

[All audio used from the free music and sound effects YouTube audio library, Apple iMovie or original narration]

​https://www.youtube.com/audiolibrary/music

​https://www.youtube.com/audiolibrary/soundeffects

[All Flickr.com images were used under the Creative Commons license.]

Alberto. (2010, December 12). Carabiner Retrieved May 20, 2016, from

https://www.flickr.com/photos/albertoalerigi/5255505129/in/photolist-91pQzp-58EBfA-5pBX6E-fQAT6N-jntom-6Q69FF-5YmWE-93ohBL-8v1Czi-pTPne-e31wqi-5cZNgT-8dQyKp-8dQyig-nZXD3m-anTicd-8n43oV-8hvM5f-bmVFsF-59Rrma-9rMDXK-9rQC7Q-8dQxMi-4Scnak-4ScncR-5wZP5A-93oic3-5wVr6t-93kcGF-93kgfk-93kfAa-93onjN-93ohVw-93keLV-93k96n-93ke3R-93kaVD-93on6u-ryDbrg-93ohmd-7MjoxS-qaGBC3-chn4T-8F5N7S-93ogjq-93kf2k-93okcu-93oenj-93kaG6-5wZNX7

Davis, A. (2012, April 6). Designs of Nature. Retrieved May 20, 2016, from

https://www.flickr.com/photos/anned/6905650912/in/photolist-rcQFwB-oX1W5t-snaGSm-9YYVJS-pSmG9C-puyLdt-jqQ9Pf-duH3BQ-dfwcDS-dVGVab-dfwiTC-a8JtF4-e9emdm-nG6TAT-fruPYt-herQGi-99iAaT-qwMF2U-9puQe5-rUyEkk-Cxcbpc-oxbuve-8QTHG4-aqSXxL-dWHmSL-rZBe13-yqvGV1-92KiQN-92GbSg-8QWFbW-7tMHj8-bwegqL-92GceP-a6Yy8i-d33AUw-d33A2J-92myih-o7Kziq-BVBLo1-s3YyAa-5oKhsR-5oKhPT-dsUCYy-4C6Fy-utdUL-d33A8L-d33ATb-d33A6U-d33A5h-d33A9Q

Griffin, B. (2013, August 21). IMG_0227. Retrieved May 17, 2016, from

https://www.flickr.com/photos/bwgtheatre/9566772500/in/photolist-fzodas-ciq7uh-abog2B-abkG29-8YfY95-oLc884-eppwqp-pP3nLs-ce5f1w-oH4BoC-9GqMto-eb7u4g-eNECeq-dqNZGi-anF3pE-4zTWXS-gQhRZo-cGaWYJ-cqxjm7-pBCfxX-9xkY1z-irPgN-cdDYU3-GyDqGV-8WnzHL-dm7mTC-9zZsCL-pAKBS3-qEpb4L-doj5gZ-gYBS7x-bX8sWL-njJdxu-aWT1ja-dk48wk-fyPhUs-fpR3Sd-jiXSgj-piv8gk-bBm63E-bzptMU-fAVTqp-dNCLaB-dE2bHP-ehFLn4-fJ5wZB-pW2iyu-oPwGJd-8PegMQ-bBMpPs

La Spada, Erica. (2010, November 6). 84/365. Retrieved May 17, 2016, from

https://www.flickr.com/photos/ealaspada/5305619806/in/photolist-nBgnoa-8zoULa-9DCMPG-95QFVy-9E6WFH-9DCMkb-9E9RiU-9E9RME-8zrNrY-8zrWgE-9E9R8s-8zrZKL-8zrWgf-9E9S4j-8zrWgw-9E6Xyt-9E9S1S-eH3rek-9E6X5z-8zrZKu-9E6XvB-8zrWgo-8zrWgJ-9DzSX4-8zrNrA-eH1ua2-8zrZLs-8zrNrE-6nSQwR-eEvqx7-eDEf5p-8zrNsd-8zrZKG-Q87bf-8zoULr-Q85W7-8zoULe-5XAp2f-8zrWgU-8zrZKy-8zrNrw-Q86Aw-eDLW3Y-eGE3QP-orZeVJ-v77oQC-va3Uzx-v9rAZ4-rHxudK-orZrj4'

Latremouille, M. (2014, August 24) Zip Line Engagement. Retrieved May 20, 2016, from

https://www.flickr.com/photos/marclatremouille/15072129665/in/photolist-oXSB3z-3pG1U7-ajJpmD-ajMfrm-63rKeW-ajMgcy-8dSxLH-cAeokw-9n82Wk-6Z7gZs-f7CMmi-dk9pz2-A1guig-eD8uKf-deEmud-5icpYa-oVchZh-q8xmoY-2o4hz-7T5xKT-goXJKm-2o3FE-dKWQq-5igJFu-5YoJR-4XB39g-5Qm3kV-dKSjji-nRrzCr-q8FWWt-gdK2V8-dTVQ8j-8NratD-74gyWC-9yQEWV-bad9ng-dTPY8n-4BmG47-p38YDu-6AmJaF-brAttH-aegG69-dHXDBc-p36TqY-8yHEu5-h5HkTZ-prKUin-32RcyB-8yHErw-peYALn

Oines, D. (2014, April 11). Untitled. Retrieved May 20, 2016, from

https://www.flickr.com/photos/dno1967b/13785572124/in/photolist-eb9qvv-akPeLD-nKLJQV-n1bEj1-nftkFf-qefxDJ-cLW73b-bMcqtP-dfwcDS-m3FiKp-dVGVab-m3Fd8H-dfwiTC-dWNgMw-gLstCH-o53wp6-jJ1Ykp-a8JtF4-dWHmSL-e8tcPv-bSWYD8-D3jJNo-AFed7y-mr9fgH-rZBe13-GebEfR-buZhyt

Robbins, J.R. (2008, Sep 1). Carter on the Zip-Line, Rigaud, Quebec. Retrieved May 17, 2016, from

https://www.flickr.com/photos/stjenna/2820034365/in/photolist-5icpYa-oVchZh-q8xmoY-2o4hz-7T5xKT-goXJKm-2o3FE-dKWQq-5igJFu-5YoJR-4XB39g-5Qm3kV-dKSjji-nRrzCr-q8FWWt-gdK2V8-dTVQ8j-8NratD-74gyWC-9yQEWV-bad9ng-dTPY8n-4BmG47-p38YDu-6AmJaF-brAttH-aegG69-dHXDBc-p36TqY-8yHEu5-h5HkTZ-prKUin-32RcyB-8yHErw-peYALn-gdJH7E-5icqvF-7HeRHT-rFGZp-cAepeS-f6Qm4g-67Jtug-74cCHr-qz6pB3-74cFHv-dEKQUt-9yTFsd-pGxjAh-mu1Cjk-qYdvtP

Sparkes, C. (2014, May 12). Purple Clouds. Retrieved May 17, 2016, from

https://www.flickr.com/photos/chad_sparkes/14150265256/in/photolist-nypNSC-doDhYD-bidvNg-dN5QPL-9E6Xfx-bidvXB-akh7u8-bidwdc-dMZhkg-5ydrNv-9E6XTg-bidvEH-bjG5EK-doDqdN-bjG586-6nSQqK-9DCNw7-bjG5Nn-9E6WM8-8zrNrN-9DCN4W-9DzUjT-nBgnoa-8zoULa-9DCMPG-95QFVy-9E6WFH-9DCMkb-9E9RiU-9E9RME-8zrNrY-8zrWgE-9E9R8s-8zrZKL-8zrWgf-9E9S4j-8zrWgw-9E6Xyt-9E9S1S-eH3rek-9E6X5z-8zrZKu-9E6XvB-8zrWgo-8zrWgJ-9DzSX4-8zrNrA-eH1ua2-8zrZLs-8zrNrE

Thomas. (2016, March 20). Long Pine Forest. Retrieved May 20, 2016, from

https://www.flickr.com/photos/photommo/26403464981/in/photolist-eb9qvv-akPeLD-nKLJQV-n1bEj1-nftkFf-qefxDJ-cLW73b-bMcqtP-dfwcDS-m3FiKp-dVGVab-m3Fd8H-dfwiTC-dWNgMw-gLstCH-o53wp6-jJ1Ykp-a8JtF4-dWHmSL-e8tcPv-bSWYD8-D3jJNo-AFed7y-mr9fgH-rZBe13-GebEfR-buZhyt

Zipline Safari at Florida Eco-Safaris. (2008, December 18). Retrieved May 17, 2016, from

https://www.flickr.com/photos/kissheartoffl/3328832986/in/photolist-65a95b-655Rm2-65a9cS-5K3D1W-f8JmUz-f8JmwV-faMSGk-e5LvFU-5FVAja-faMSL6-d9HtVH-bjG6x2-5ycHVv-dNoe4d-bjG6VD-dKYTeM-bjG6Ec-aTimNM-e5ETsP-dL5pr1-e5LvVh-aTimZi-dLrQt3-b2qW3k-6nSQz2-dKYSvF-9DCGjW-bA4UCL-b2qWxx-b2qYZv-8BtAk1-fb39uC-a7ryD9-bjG6Mz-9E6Y2Z-8BtAwy-dN5RtJ-bjG5tB-8zoULi-8BqtYB-65a98S-an78Td-Ef3B1F-9E9Rw3-DPN34D-8zrZLj-65a8JY-8zoULx-uNMpHm-9E6WQ8

[thadwallace-blog]

Tree Top Inn // Infographic

Above you will find the first product of my thesis work for my new fictional company Tree Top Inn. After researching competitors and developing a marketing plan we were tasked with simplifying all of our research into an easily digestible infographic that aligns with the voice and tone of the brand. This infographic breaks down the overall marketing strategy for the media campaign.  Read the brand narrative above to find out a little more about Tree Top Inn.

[thadwallace-blog]

Final Reflection: Design Integration

If you would have told young Thad that one day he would be designing campaigns for companies he would have thought you were crazy. Yeah, I know as part of this MFA program we are working with fictional companies but the very thought of taking on a transmedia campaign seemed crazy at first. I have to admit now that it’s over it did not seem so overwhelming.

As part of this Design Integration course we were tasked with designing a transmedia campaign. A transmedia campaign is simply this: a marketing campaign that stays consistent in branding but delivers different parts of the company story. It is multifaceted with each piece standing on its own but being stronger as a whole. There were 4 parts to this campaign. Part 1 was to come up with a Unique Promotional Item (UPI). The item I came up with was a biodegradable planter shaped like an MSH dwelling. Part 2 was to come up with a Guerrilla Marketing idea. My idea was to create an interactive art installation in the middle of a Portland green space. Part 3 consisted of a 20 second radio ad in which I transported listeners to a simpler stress free place. Part 4 focussed on a hand drawn Sharpie and paper drawing leading people to the website. *Look back through this blog to see each piece of the campaign with better visuals and explanation.

Overall, I am pretty pleased with my work for this course. I learned to push through the tough parts of an overall campaign. Their were times and parts that felt like they just weren’t coming together but after using instructor and peer feedback–with much tinkering–eventually things would become clear. I learned being consistent with the brand is crucial in a transmedia campaign. I had to come up with 4 great ideas but make sure they were consistent and still worked well together.