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January 6, 2014 I made a decision to jump. To jump into the world at Full Sail University to gain my MFA in Media Design. I wasn’t sure what the journey would entail but I had a gut feeling that this was something I needed to do.
My gut was right.
As I’m bringing my MDMFA to a close, I’m opening doors to the reinvention of Alyssa Banks as a designer. There were many takeaways from this journey but the most pivotal piece of advice I gained was to RESEARCH any project before jumping into it head first. Learn the why, how, and what of a project before putting your everything into it. Being aware of these things will allow you to create/design the most amazing version of the product.
Aside from that major piece of information, I also learned that when I work with a client, I must have a rationale for every design choice. I can’t ever make a design choice and not be able to explain why I did it. That makes me unprofessional as a designer, and I will probably lose more clients that I’ll gain.
The last piece of information I gained was to be myself as a designer! I can never compromise my work ethic or who I am. This mastery journey has taught me a lot, and I look forward to being taught many more life lessons throughout my endeavors.
Follow me on my journey www.adesicardesigns.com
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Measuring Design Effectiveness
The feedback has been great over the last few weeks. The most vital piece of feedback was for me to explain what Dixie’s newfound freedom was and then for me to space out my information for my style guide. In my mind, it made perfect sense what Dixie Madison’s freedom was but without explaining it to my potential client, it lets uncertainty creep in. Uncertainty doesn’t allow the client to go with you on the journey of discovering what the brand could be. Further developing that aspect will be able to build confidence in my media campaign.
The other piece of feedback concerning my style guide allowed me to add space to my information instead of overwhelming my audience with information. A style guide includes a lot of information in order to establish and maintain the guidelines of the media campaign. My job as the designer is to make the style guide easy on the eyes and enjoyable to read.
Every piece of feedback was necessary and informative for me to move forward in the process of becoming a master designer. The journey has been an interesting journey but well worth every stage that I’ve gone through. ALMOST TO THE FINISH LINE!
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Established logo for the Dixie Madison Heart of America Tour
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Updated Design Brief
Title of Thesis Project:
Heart of America Tour
Project Synopsis:
The drive of this design project is to create a media plan for Dixie Madison’s Heart of America Tour. The object of the project is to unveil Dixie Madison’s American sweetheart personality by creating a visual connection between the newfound freedom of Dixie Madison and her country girl patriotism to America.
Primary Product(s) or Service(s) of Company/Organization:
Music tour
Primary Competition:
1989 World tour – This is the 4th world tour of Taylor Swift that covers 48 European and North American cities following the release of her 1989 album.
Burn It Down Tour – This is the second leg of Jason Aldean’s Burn it Down tour, exploring 23 U.S. cities, following the release of his Old Boots, New Dirt album.
Certified Platinum – This is Miranda Lambert’s 28 North American cities tour following the release of her Platinum Album.
Unique Selling Proposition (USP) or Differentiation:
The Heart of America Tour is the only American music tour that holds a concert in one city in every state and features a country artist that plays both the fiddle and mandolin, following the release of Dixie Madison’s American Sweetheart album.
Goals:
To create a media plan for Dixie Madison that will include and engage Dixie Madison’s audience as part of the act in a new and innovative way
To create designs that can cover merchandise to on-stage media packages
Target Audience(s):
Ages 16-30, woman, high school/college student or Full time job, enjoy hanging out, experiencing the reality of growing up, nostalgic, enjoys the outdoors, enjoys country music, attends musical concerts
Brand Essence:
Dixie Madison is a hometown sweetheart from Nashville Tennessee that expresses the sentiments of her life through song as she grows up. Life doesn’t always deal you the best hand, but Dixie Madison is a firm believer that finding out who you are is the key to living this life freely.
Vision/Theme:
Vision: Coming of age celebration
Theme: Patriotism and Freedom
Image Criteria:
Imagery: fireworks, cowboy boots, denim, designs with clean lines
The use of photography will have a significant bias to the fans because Dixie Madison doesn’t want this tour to be all about her. Although pictures of Dixie Madison will be present, it won’t overpower the media plan.
Color palette: red, white, and blue
Other Relevant Information or Criteria:
Two additional Media Choices:
Backstage VIP passes are appropriate for the Heart of America Tour because Dixie Madison’s biggest desire is to include her fans. What better way to include the fans than to give them VIP passes to the Heart of America Tour
Stage Backdrop--Before they see Dixie, they’ll see the stage and it needs to speak for her.
Before the concert starts: Upon entering the concert venue, there will be a compilation of Dixie Madison’s encounters with fan from the guerilla marketing tactic (explained below)
Start of the concert: a video of Dixie’s parents will play on the stage backdrop introducing her to her fans.
During the actual concert: the backdrop will have a slideshow of photos of different stages of Dixie Madison’s life to coincide with each song that Dixie has recorded on her album.
During the intermission: More videos from the guerilla marketing tactic
When there are not videos playing, her logo will be displayed
Guerrilla-Marketing Tactic
The guerilla-marketing tactic I would like to implement will involve Dixie Madison visiting each city that she is to tour a day before each show. A large box will be dropped off in the busiest part of every town. In that box, will be Dixie Madison, but she will be hidden. As people gather around to see exactly what is going on, she begins to play her fiddle and sing from inside the box. After about 30 seconds of singing/playing, Dixie Madison is revealed and performs a song or two then meets and greets the crowd. A camera crew will be videotaping this encounter in each town. A video will be compiled of Dixie with her fans and played at the show the next day as people fill the venue.
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Multi-Platform Delivery
I am very excited to be further developing my thesis project! During this month’s Multi-Platform Delivery class, I learned a lot about the reasons behind being a graphic designer. Making certain that I have rationale for my design decisions is vitally important to having a successful design project. I received feedback to make a clear distinction between goals, brand essence, vision, personas, and target audience. I had these a little mixed up in my design brief. In order to reach my brand essence, I had to remember that Dixie Madison is the brand and the tour is just a media campaign to establish her public face. Goals are different from the vision, as the vision is the creative picture that I create to give life to all the ideas.
Another major piece of feedback that I gained was to incorporate the young and “newly free” areas into my design pieces. I established these guidelines within my design brief but I missed including them in some of my pieces. Consistency throughout every piece I design needs to be maintained in order to successfully create the Dixie Madison brand.
Keeping consistency throughout my media plan will be something that I will always take with me as a designer. It is honestly the most crucial piece of feedback that I’ve received. I look forward to implanting this feedback as I continue on my journey to mastery of media design.
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Thesis Project Begins...
I have to say, I was a little nervous about starting my thesis. With a new baby, I was worried that my time may not have been available but I started a thesis project that I am happy to begin. Take a look inside the world of Dixie Madison:
Title of Thesis Project:
Heart of America Tour
Project Synopsis:
The drive of this design project is to create a media plan for Dixie Madison’s Heart of America Tour. The object of the project is to unveil Dixie Madison’s American sweetheart personality by creating a visual connection between the newfound freedom of Dixie Madison and her country girl patriotism to America.
Primary Product(s) or Service(s) of Company/Organization:
Music tour
Primary Competition:
1989 World tour – This is the 4th world tour of Taylor Swift that covers 48 European and North American cities following the release of her 1989 album.
Burn It Down Tour – This is the second leg of Jason Aldean’s Burn it Down tour, exploring 23 U.S. cities, following the release of his Old Boots, New Dirt album.
Certified Platinum – This is Miranda Lambert’s 28 North American cities tour following the release of her Platinum Album.
Unique Selling Proposition (USP) or Differentiation:
The Heart of America Tour is the only American music tour that holds a concert in one city in every state and features a country artist that plays both the fiddle and mandolin, following the release of Dixie Madison’s American Sweetheart album.
Goals:
To create a media plan for Dixie Madision that will include and engage Dixie Madison’s audience as part of the act in a new and innovative way
To create designs that can cover merchandise to on-stage media packages
Target Audience:
Persona #1: age: 16-30, woman, high school/college student or Full time job, enjoy hanging out, experiencing the reality of growing up, nostalgic, enjoys the outdoors, enjoys country music, attends musical concerts
Brand Essence:
The Heart of America tour pulls on the heartstrings of Dixie Madison’s fans through the nostalgic experience at each concert. Each city will be a different experience that will leave each audience member leaving the tour proud to be an American and free to be themselves.
Vision/Theme:
The vision for this project is to create a media plan that will make people look at Dixie Madison in a new light and encourage them to both celebrate her freedom and join in. Every aspect of this tour will grab the audience’s attention first, then their ears, and eventually their pockets.
Proposed Style:
This freedom that the Heart of America Tour encompasses will be displayed in a contemporary patriotic theme. The contemporary patriotism will celebrate the freedom of Dixie Madison to be herself, as she celebrates the freedom of being an American. The typical patriotic theme is being altered in this campaign to bring patriotism to 2014 in a manner than can bring together all people, from all different walks of life.
Image Criteria:
Imagery: fireworks, cowboy boots, denim, designs with clean lines
The use of photography will have a significant bias to the fans because Dixie Madison doesn’t want this tour to be all about her. Although pictures of Dixie Madison will be present, it won’t overpower the media plan.
Color palette: red, white, and blue
Two additional Media Choices:
Backstage VIP passes are appropriate for the Heart of America Tour because Dixie Madison’s biggest desire is to include her fans. What better way to include the fans than to give them VIP passes to the Heart of America Tour
Stage Backdrop--Before they see Dixie, they’ll see the stage and it needs to speak for her.
Before the concert starts: Upon entering the concert venue, there will be a compilation of Dixie Madison’s encounters with fan from the guerilla marketing tactic (explained below)
Start of the concert: a video of Dixie’s parents will play on the stage backdrop introducing her to her fans.
During the actual concert: the backdrop will have a slideshow of photos of different stages of Dixie Madison’s life to coincide with each song that Dixie has recorded on her album.
During the intermission: More videos from the guerilla marketing tactic
When there are not videos playing, her logo will be displayed
Other Relevant Information or Criteria:
The guerilla marketing tactic I would like to implement will involve Dixie Madison visiting each city that she is to tour a day before each show. A large box will be dropped off in the busiest part of every town. In that box, will be Dixie Madison, but she will be hidden. As people gather around to see exactly what is going on, she begins to play her fiddle and sing from inside the box. After about 30 seconds of singing/playing, Dixie Madison is revealed and performs a song or two then meets and greets the crowd. A camera crew will be videotaping this encounter in each town. A video will be compiled of Dixie with her fans and played at the show the next day as people fill the venue.
Why I chose Dixie Madison:
One of the greatest challenges for a graphic designer is to be given the task of creating an entire brand based on an idea. Dixie Madison represents more than just a talented country singer/musician; she represents the idea that as you journey through life, you should take people on that journey with you. Through this media plan, I have the opportunity to work on multiple platforms, to explore the music industry for research, and to find an effective and profound way to visual convey a life lesson. As a designer, I can only put forth my best effort when I feel like there is something to be learned in the process. This thesis project gives me the opportunity to further develop my typography skills—as I simply and creatively create a contemporary patriotic logo—as well as my multimedia/transmedia skills—as I create an effective media plan. During my mastery journey, I like a challenge and Dixie Madison is a challenge.
References
Miranda Lambert. (2014). Retrieved from http://mirandalambert.com
Sparkart Group, Inc. (2014). 2014 Burn It Down Tour. Retrieved from http://www.jasonaldean.com/tour
St8mnt. (2014). Taylor Swift. Retrieved from http://taylorswift.com
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Radio Spot. This was fun too. I got the chance to learn how to use GarageBand, which was interesting. I didn't know that my computer was capable of producing some things, but the more assignments that I'm given, the more I get to tap into different programs! Keep it coming professors!
Also check out my Transmedia Campaign for Minute Man in PDF form.
http://issuu.com/alyssacartwright/docs/minutemantransmediacampaign/1
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TV Spot for Minute Man
Although this was different for me, I ended up liking it a lot more than I thought I would. The entire process of creating a video in After Effects is extremely TEDIOUS but it well worth it when you finish.
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Month 8 on my Mastery Journey
After FINALLY returning to school after having a baby, I'd have to say that this month was interesting. What was most amazing though? The journey to mastery of media design picked up where it left off. It was awesome to get back into the swing of things.
The most interesting thing I learned this month was that I have to effectively explain what I am trying to say through my design. I can not leave any stone unturned. Most of the time, one can gather from bits and pieces here and there what I mean as a designer, but I need to go above and beyond to make sure that I don't leave room for confusion.
One thing I will take with me: A multimedia campaign is the same narrative presented different ways. A transmedia campaign is a different narrative presented different ways. Thanks Mr. Argo for that:)
Here I journey on!
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My complete Minute Man Style Guide. It was fun experience, yet it was extremely hard work. Something that I am definitely proud of!
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After months of research, including a mood board, a dynamic mood board, and a logo creation, the next step was a style guide. Here is the skeleton of what I thought of when I sat down to brainstorm about my style guide.
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The logo for Minute Man.
This logo serves as the primary source of identification for Minute Man. The Minute Man logo consists of a lighthouse on top of an anchor, which serves as the ‘t’ in Minute Man.
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The first stage of the Design Motivation and Strategies class was to design a logo. Here are some sketches in my brainstorming process. It was a long process, but fun to say the least!
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Design Motivations and Strategies Reflection Post
Even though I've been dealing with a lot, I can honestly say that this class taught me much about further explaining my design choices. As a designer, it's important to not only design with a purpose, but to also design with the ability to explain your designs choices so that any designer can come behind me and complete a design that is coherent with previous designs.
Designing a style guide, at first, was intimidating because it looked like a lot of information. After doing research about style guides, I realized that there is no “correct” way to design a style guide. As Professor B stated in the instructions for this last assignment, “style guides help to formalize the elements and to ensure consistency, so that the brand identity is carried through and maintained by whoever implements the various media, both now and in the future.” So from Week 1 to Week 4, designing a logo and implementing that design process into designing a style guide, I learned most how to accurately and efficiently present my design choices in a manner that is both concrete and justifiable.
Another month under my belt around on this journey to mastery!
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My dynamic mood board. It took many issues with the "fx" button in After Effects causing issues with type color distortion and learning how to effectively fade music out BUT I'm satisfied with my final piece.
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