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MDM691-Professional Practice Reflection

This course helped me extremely to utilize copyright issues before going into a contract with a client. This course also reminded me how important it is to get everything in writing before beginning a project with a clients. Lastly, this course brought me full circle as a designer. I found clarity in my the direction that I am going.  

It is extremely important that the media designer pays attention to copyright. According to AGIA, Expression of style, combined shapes, utilitarian objects along with motifs, computer programs and imagery created through them may all be considered copyrightable. (AIGA, 2017) These are all areas that were cloudy before for me. This course has redirected me and opened up my eyes about the incredible responsibility that a Media Designer holds. Conversing with my peers has given me the opportunity to grow in ways that I didn’t realize were possible. Constructive critiques were extremely for me to reevaluate my thinking and design decisions.

Above: before and after of experience map.

The experience map gave me the opportunity to think about everything that I have learned throughout the course of the 12 months. At the beginning of this entire experience, I thought I had an idea of what I wanted to do with my degree. Since, my journey has completely changed. I am looking into incorporating everything that I have learned within this program into my teaching or seeking out an adjunct position at a local college or university. I could not be more thankful for all guidance that I have received from each and every one of my professors and peers. I feel much more confident about my ability to digitally create and use the programs within Adobe.

Overall, I am so grateful that I have had the opportunity to complete this program.

References:

AIGA. (2009). Design Business and Ethics. Retrieved August 09, 2017, from http://www.aiga.org /design-business-and-ethics .

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MDM690 Presentation of Design Solution: Reflection

Throughout the Presentation of Design solutions there were many breakthroughs. As an artist, I officially took on the title of media designer with confidence.  All of the knowledge was being used together as one, visuals, copy and media all through the compelling story that was presented. This presentation encompassed several design learning objectives.  Showing how they were used throughout the courses of the Media Design Program.

The Audience: In Design Management, Best tells us,“ Identify your audience. Who exactly are they?” (2006). Examining this question, along with the particular audience using the CAST model was key. The connection to the rationale was extremely important, rather than having a “sales pitch.” Understanding the differences of presentation persuasion and a sales pitch requires confidence in your learning. This idea is very important as a media designer, it reminds us to keep things simple and direct for the audience. The questions that we ask before a presentation are just as important if not more important, than the questions being asked at the end.

The Story: Sykes, Malik, & West speak of the story and its basis as the most persuasive piece of evidence that you can have for a client. “It is a proven, simple, effective technique for communicating an idea in such a compelling way that your audience will want to act on it” (2013). The rationale that we provide as designers needs to encompass how we arrived at that point. The process needs to be shown visually, through copy and through rationale. Innovation and creativity are communicated through good story telling. With no story, there is no connection with the audience.

Professionalism: Lastly, this course reminded me that demonstrating professional expertise is vital to being taken seriously as a designer. The pieces that are left without resolve or less than your best will reflect on ability and success. The DLO’s force us to dig deep and provide nothing but our best work. Professionalism doesn’t only encompass your design but also entails grammar, attitude and your all around work ethic and voice. This is something that I strived very hard to focus on this month. 

Overall, This course provided a valuable and beneficial learning experience . The encouragement that I received from Professor Kratz pushed me to do my best. If failure occurs, don’t take it as a set back but as a way to represent myself in the best possible, professional light. I look forward to the opportunities that the coming month will bring.

Above: In progress and final views of this months thesis presentation.

References:

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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MDM 640 Reflection

This month was an eye opener, as a designer I have always known it is important to get relevant feedback from the target audience. Now I feel confident in understanding how to effectively do that. Using the principles of evaluating and measuring design effectiveness a questionnaire was crafted for the target audience.  

Although these responses were somewhat discouraging. I had to step back and really take the feedback for what it was. This is something that I believed was necessary to hear in order to progress forward. I started this program as a painter and art educator. I knew the basic in's and out's of design programs such as photoshop and illustrator. Other than that I had what I would call an eye for design but not much practice. With that being said, I have used this feedback to push push me, rather than discourage. Below are the before and after images of Behance backgrounds. I changed images to create more of an infographic.  

Above: Final Infographic and Background            Above: Previous Design

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MDM-650

Revisions based upon Degree Learning Outcomes

This month I finalized a majority of my revisions, many of my goals were met. There are a few final  infographics that will be finished up this week for Behance pages. The work was previously critiqued based upon Degree Learning Outcomes. When adjusting and revising my work, Degree Learning Outcomes were noted and applied within the designs.

Previously, Degree Learning Outcome 1, fell within a level 1 range. The work was described as, “competent, it is not able to provide evidence of connecting various research concepts on its own. It is difficult to determine your synthesis of design principles without some understanding of your process.” (Design Committee Review, March 3, 2017). The goal was to work towards DLO level 4, “expert connections...between the instructional materials and the solution.”(Full Sail University, 2016)

The Design Committee stated that Degree Learning Outcome 2 need to have, “a clearer understanding of what design problem you were trying to solve and what concepts you applied to solve it.” (Design Committee Review, March 3, 2017). Previously, the project rationale had no mention of the process or visuals that lead up to the design solution.

Previously, Degree Learning Outcome 3, fell within a level 3 range. As stated by The Full Sail University Mastery Rubric, “a unique solution, without drawing from existing ideas or examples, that meets the project expectations but requires some further development.” (Full Sail University, 2016). Explanations were provided on the Behance portfolio for each project, stating where the inspiration came from and how the work differentiated itself from original material. Now, if you look at project rationale and compare it to DLO 2 and 3, the process and inspiration is very clear. Sketches were provided along with rationale stating why the solution at hand works. The inspiration is in the form of design rationale.

Above: Sketches added for Seaside Truths Campaign to show inspiration and process. 

Degree Learning Outcome 4, is the last area that was reviewed. This outcome fell within a level 4 range. The review committee of Full Sail University explains, “The website development section of your Behance indicates a need for final polish.”(Design Committee Review, March 3, 2017). Design Criteria for each project was reviewed within the work. The Behance page is currently being updated to combine text and imagery to create infographics that communicate process and highlights my design decisions. This is my final goal going into this week, I want the work to be presented using the best possible solution.

Above: New and improved project imagery.

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Design Integration

Mastery Journal Reflection

This course proved to add a much needed push to the preliminary work. The process of the past two courses are very independent. This is something that has pushed me to research on my own more. In conclusion, this course provided many opportunities to grow in design research as well as the design process. This plan was based upon the Design Committee Review that was provided based upon the work thus far. The Design Committee stated that they were not able to see the “process” of the work shown. There was not enough explaining and rationale for the solution at hand. The goal was to rework the rationale, with the design concept sketches and finalized work to present the entire process. All of this is intended to help future clients better understand my process and how I arrived to the finalized concept solutions.

For this first round of revisions, the focus was The Rainy Day Toy Company. The focus was to improve the overall organization and design of the Rainy Day Toy presentation and process on all platforms that supports brand ideals and attributes. Specifically focusing on logos, word marks, icons color palettes, and mockup slides.

The second round of revisions focused on The Seaside Truths Campaign. The focus was to create consistency among all design elements within the concert series mood board, web comps and promotional video. In a way that will increase awareness about the depletion of the sea turtle population and promote a concert to raise funds and awareness for the cause. Specifically focusing on revamping the logo to match the concert aesthetic. Revisions to the web comps would completed, specifically changing the “prolific use of text boxes.”  (Design Committee Review, March 3, 2017).

References:

George, Saijo. The Startup: Epic Form and Input Field Design Trends. June, 2015. Retrieved April 28th, 2017.

IDEO.org. (2015). Design Kit: The Field Guide to Human-Centered Design. Retrieved April 27th, 2017, from https://www.ideo.com/work/human-centered-design-toolkit/

Saltz, I. (2013, February 1). Foundations of Typography | Lynda.com. Retrieved April 28, 2017, from https://www.lynda.com/Design-Typography-tutorials/FoundationsTypography/ 106698-2.html

Paulson, Elizabeth, 2017. Direct correspondence, retrieved from Full Sail University Org Sync, 04/12/2017.

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Design Strategies and Motivation | Reflection

This course was my favorite so far. It felt very self guided and that allowed me to push myself further, developing my own work. At the beginning of the course a plan was developed for the upcoming months. This plan allowed structured goals for work revisions.  This plan was based upon the Design Committee Review that was provided based upon the work thus far. The Design Committee stated that they were not able to see the “process” of the work shown. There was not enough explaining and rationale for the solution at hand. The goal was to rework the rationale, with the design concept sketches and finalized work to present the entire process. All of this is intended to help future clients better understand my process and how I arrived to the finalized concept solutions.

For this first round of revisions, the focus was The National Park Foundation testimonial ads. The focus areas were margins, hierarchy, text as imagery. Below you will find a summary of revisions developed during this course.

Revision 1 - (Wednesday of Week 3)1. Revisions and research for previous testimonials  

Revision 2 - (Sunday of Week 3) 1.Sketches based upon feedback 2. Final revisions to previous testimonials.

Revision 3- (Wednesday of Week 4)1. Preliminary comp for new testimonial concept. 2. Begin rationale pieces for Behance, show progress. 3. Begin Mockups, show progress.

Revision 4 - (Sunday of Week 4)1. Finalized versions of all testimonials. 2. Mockups and Rationale added to Behance site.

The GoTo meetings provided so much valuable feedback, as well as peer reviews. These reviews have been saved to look back upon later. The resources were extremely helpful, reviews created a sense of professional community. One big piece of advice I took away from Chris Garrett, a resource found among critiques this month. “Don’t over-edit. Testimonials work best when they are in “real” language. Those small grammar and language quirks help the reader connect and demonstrate they are real.”(Garrett, 2007) This reminded me to focus on the project at hand, take constructive advice and don’t go overboard.

Another piece that was used for rationale was from Felton. Felton reminds us of the importance of who, why and how. ”Ads and ad campaigns really have two parts: what you’re saying and how you’re saying it. The “what” is your strategy—the plan of attack, the big idea, the selling argument. The “how” is the execution of that strategy—the particular form it takes: the images, lan- guage, and media that you use" (Felton 8). This is something that a classmate reminded me of during revisions and it proved to be extremely helpful. It guided thoughts through the rationale and process of the project.

I have grown greatly in Adobe Illustrator and Indesign. I am feeling much more confident, although I know there is so much more to learn. Next up, the Rainy Day Toy Company. The revisions will include rationale, mockups and slide revisions within Keynote. I am looking forward to diving into this project, as I am feeling much more confident in my experiences as a designer.

Resources:

Felton, George. Advertising: Concept and Copy (Third Edition), 3rd Edition. W. W. Norton & Company, 08/2013. VitalBook file.

Garrett, Chris. Copyblogger: 5 Tips for Knockout Testimonials. August, 2007. Retrieved March 10, 2017. www.copyblogger.com/testimonials.

Swartz, E. (2006). Wag the Tagline: The Rhetoric of Brand Messaging. NHFA's Home Furnishings Retailer. Retrieved from Wag the Tagline: The Rhetoric of Br

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MDM570- Organizational Structures Reflection

This course has taught me the importance of sound, motion graphics and visual information. It challenged me to the point of frustration with the new programs. Now, I am at a point where I feel much better about Adobe After Effects in conjunction with iMovie, Photoshop and Illustrator. It allowed me to grow my previous projects into something I am able to be proud of. 

I now understand the different basics of film media and what it takes to make a video go viral. One of my favorite take aways, “to create a social object from video, you have to tell a story.” (Schreiber, 2012). This is something that can be used across all forms of media, rather it is film or copy. 

 Above: Screenshots of logo mockups and finalized vector designs. This vector was used to create branding for 30 second ad that was created for the Seaside Truths concert. A continuation of a design project for the previous course. 

References:

Hensel, A. (2015) 3 Branding Tips from the Top 10 Viral Videos. Retrieved from http://www.inc.com/anna-hensel/lessons-from-the-top-10-viral-videos-of-the-year.html

Park, J. (2013, October 29). 5 Types of Brand Videos. Retrieved from http://contentmarketinginstitute.com/2013/10/thriving-video-content-scene-types-brand-videos/

Schreiber, C. (2012, April 4). 5 Best Practices for Creating Viral Branded Videos. Retrieved from http://mashable.com/2012/04/04/viral-brand-videos-how-to/#y9DEQQZHdOqG

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The Seaside Truth concert series raises awareness to sustain efforts necessary in stopping the decline of sea turtles and to support the recovery of the species. The images above are the design comps that I created for The Seaside Truth campaign. 

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MDM565 Design Research Reflection

This months course took me through the web design process. I now understand the overall process of design implementation from start to finish for the creative process of web design. I had the chance to create initial moodboards, wireframes, comps and final renditions of the Seaside Truths concept. I would like to end up in the position of web design from a creative director standpoint. Although, in order to be successful as a creative director, I need to fully understand the software applications used in web design. In my research, I have found that web designers need to have creative ideas, technical expertise and need to be involved in all phases of a project’s lifecycle, to completion. This is something that requires a substantial amount of practice and experience. Building my portfolio and seeking opportunities to gain quality experience is my current goal.

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This is ad 3 of 3, for The National Park Foundation.

These ads were designed to explore and develop multiple concepts for copy for testimonial ads. The goal was to gain a better understanding of how to communicate a clear and compelling message, while establishing a brand voice. The research below was used to design the campaign.

Spokesperson: The wrong person - “a couch potato” 

End Goal: Raise Awareness 

Concept: This ad uses the wrong person, the coach potato to speak for their campaign. Giving the us the idea that speaks volumes, an example of wasted time. This ad places the viewers feet on a mountain top rather than in front of a television. 

Principles and Guidelines Incorporated: “There's a balance that needs to be maintained between the attention-grabbing part, and the message part.” (Smallish, 2014) This ad is balanced with the attention and the message. The two are intertwined. The visuals represent the message. 

Smallish, C. (Narrator). (2014). Designing a Print Ad [Online video]. lynda.com. Retrieved December 2, 2016

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This is ad 2 of 3, for The National Park Foundation.

These ads were designed to explore and develop multiple concepts for copy for testimonial ads. The goal was to gain a better understanding of how to communicate a clear and compelling message, while establishing a brand voice. The research below was used to design the campaign.

Spokesperson: Just plain folks 

End Goal: Raise Money

Concept: This concept takes on a very relevant tone. It brings up the wildfires that struck the homes of many families, animals and businesses in Gatlinburg last week. This ad is asking for people to donate, symbolizing the light through the smoke of the fires. This ad incorporates a mans face who is struggling in the midst of the disaster. 

Principles and Guidelines Incorporated: “Testimonials from real people, unbought and unscripted, have become part of all brands that choose to involve their customers,” (Felton 246) This ad focuses on real people and the devastation that they are facing. Viewers are more likely to donate when they connect their empathy to real life, current situations. 

Felton, George. Advertising: Concept and Copy (Third Edition), Retrieved December 2, 2016 3rd Edition.W. W. Norton & Company, 08/2013. VitalBook file. 

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This is ad 1 of 3, for The National Park Foundation. 

These ads were designed to explore and develop multiple concepts for copy for testimonial ads. The goal was to gain a better understanding of how to communicate a clear and compelling message, while establishing a brand voice. The research below was used to design the campaign. 

Spokesperson: Extreme User- Extreme Backpacker/Hiker/ Explorer End Goal: Get people to come visit the parks. 

Concept: The spokesperson chosen for this ad was the extreme user, in the form of a backpacker. He hikes the trails, has been everywhere or so he thinks. This ad is to give the viewer the idea that there are still so many places to explore. They don’t have to travel to another continent for the adventure, these places are right under their noses, within our nations National Parks. 

Principles and Guidelines Incorporated: “The strong concept and image tied directly back to the client and the product. And, that is absolutely key, if we want our ad message to come through clearly.” (Smallish, 2014) This ad concept and image is tied directly back to the client, the explorer. Asking them to “Think Again”

Smallish, C. (Narrator). (2014). Designing a Print Ad [Online video]. lynda.com. Retrieved December 2, 2016

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MDM 555 Effective Copywriting Reflection

Three takeaways that I will apply going forward are; words are powerful, proofread and keep thoughts simple. This class was extremely beneficial for me, probably the most yet. I was faced with some challenges that I normally don’t encounter. I am usually working on the design or concept of something instead of the copy. After this course, I feel much more confident in moving forward with copy.

Words are powerful, what you put in your copy matters. Take the time to expand your vocabulary or seek other options. In his book, Advertising Concept and Copy, Felton describes it this way, “Find the best word, not just the most available one. Not “good” chocolate if “seductive” chocolate does more. Not “fabric” if it’s “wool.” (Felton 116) I have learned that it is important to draw up a variety of preliminary options, rather than going with the first choice.  

Proofread, Proofread, Proofread! Proofreading seems as though it is something that would come naturally but it doesn’t for me. Within the world of social media and texting, it is easy to hold onto bad habits. As designers, we may not be quick to recognize them. Our audience will be the first to recognize our grammar and spelling mistakes. This is an easy fix that only takes moments yet, if left without correction it can be detrimental to a campaign. These errors make us look less reputable as company and product representatives.

Don’t overthink, lower your standards. Felton explains it like this, “When I feel blocked, I realize that I’m often trying too hard to get that invisible A. So I reduce my expectations.”  (Felton 193) This part of Felton’s Book really resonated with me. My entire life, I have focused soley on a grade. This adds stress to my thinking, it adds a certain type of pressure that blocks any form of creative thought. I am able to create great work when there is not a grade attached. I have had a few failures in this class and it has genuinely taught me to stop and think about my thinking. Focus on the process and the outcome, solving the problem rather than the looming grade.

Felton,  George. Advertising: Concept and Copy (Third Edition),  3rd Edition. W. W. Norton & Company, 08/2013. VitalBook file.

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MDM530 Brand Development Takeaways

Margo was focused on taking a brand essence and putting it into visual statements, that doesn’t necessarily include the logo. When Margo was asked to be on this team I am sure they didn’t want someone with only design experience. Starbucks needed someone to understand what the brand stands for in the first place. This is extremely important when you reverse the identity for a consumer product.   Margo’s explained, “it’s taking the logo and saying, what are the parts of the logo that we could work with and then, if we were going to work with those, what kind of styles could we explore? So, can we take something that's part of the core logo and re-express it in a different style.” (Chase, 2008)

As designers, we're used to being able to make the final project, we have to be able to present that in a way that others can take those ideas and run with it. With a Media Design career we may be in more of a position to create the ideas and have others make the product. Knowing the importance of your clients core is extremely important. “In-house design studios are the future of successful branding because you and the client are one.” (Wheeler 114) Lastly, Brand is not the logo, Neumeier taught us that brand is everything. As designer’s of the future we must understand the essence of a brand and how to create that, rather it is a style guide, poster, presentation or product. 

Chase, M. (2008, September 04). Style guides. In Lynda.com - Creative Inspirations: Margo Chase, Graphic Designer. Retrieved November 20, 2016, from https://www.lynda.com/Design-Documentaries-tutorials/Style-guides/685/38839-4.html

Wheeler, A. (2013). Designing brand identity: An essential guide for the whole branding team (4th ed.) [VitalSource BookShelf]. Hoboken, NJ: John Wiley & Sons.

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Brand Development Projects

This is a visual representation that connects with and supports the guiding brand attributes and brand ideals of Rainy Day Toy Company.

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This critique checklist was created for MDM525 at Full Sail University. The client was Hanging Moss Studios. The focus was to design guiding prompts as a short series of checklists to be used by studio staff in future project evaluation meetings.

References:

Alexander, A(2016). Forest Art Watercolor: Photograph. Etsy.com. https://www.etsy.com/listing/82684472/forest-art-watercolor-earth-large-moss

Best, K. (2006). Design management: Managing design strategy, process and implementation. Case Postale, Switzerland: AVA Publishing SA. Available from Safari Books Online.

Cheng, K. (2013, March 4). How to survive a critique: A guide to giving and receiving feedback. InAIGA. Retrieved from http://www.aiga.org/how-to-survive-a-critique/

McDaniel, C. (2011, January 11). Design criticism and the creative process. In A List Apart. Retrieved from http://alistapart.com/article/design-criticism-creative-process

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This was a Romeo and Juliet inspired poster, a custom design of my own created for MDM525 at Full Sail University.