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gskygroup · 6 years ago

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Final Mastery Journal

During this program, I learned about the importance and emphasis on Brand Identity, Effective Copy, Web Development, Motion Design, Brand Development, Design Ethics, Leadership, and Personal Development. The journey through the course focused on grasping how the knowledge learned translates into my career, and the professionalism required to be a Mastery Level media designer. The final demonstration of Mastery consisted of a Thesis and website portfolio to showcase my 12-month journey through the Media Design program.

In course one Personal Development and Leadership, I learned how to properly research and innovate my ideas. The thing learned in this course help me develop a successful thesis presentation and gain a strong sense of design principles and strategy.

In course two Defining Client Needs, I learned how to professional construct a tourism Brand Identity to promotion the city of Reykjavík, Iceland. The goal was to symbolize the following three areas of focus: geography, modern culture, and traditions. During this process, implementing research and illustrations of the city, I learned to create mind maps of concepts and ideas that included over 100 sketches of the three areas of focus. The research conducted showcased the understanding of the cities geography, modern culture, and traditions so that we could refine our design concepts.

In course three Brand Development, I learned how to develop a brand focusing on building out elements of Reykjavik, Iceland's three areas of focus to create a final logo and vision board. Using Adobe Illustrator and Adobe In-Design, the final concepts were transformed into professional designs for our final thesis.

In course four Effective Copy Writing, I learned how to communicate effectively through copywriting to a targeted audience. As a person new to copywriting, I found this course to be quite challenging. I learned how to develop targeted persona profiles for the non-profit Doctors of The World to develop a compelling advertising campaign. Before developing the advertisement, six testimonial sketches were created to brainstorm all my ideas to create a persuasive message. This included creating text hierarchy to establish a unique messaging that is relatability and clear.

After understanding the use of compelling copy in an advertisement, I learned the importance of creating value through the tone and language. Through effective research, a business can learn how to engage the target audience. This course taught how to identify a targeted audience using a tone that is clear and relatable to there needs. "Copywriters today are storytellers, conversation keepers, curators, and inventors. "As much as our communications are becoming electronic and ephemeral, the written word is still one of the chief ways that human beings communicate" (Lapedetino, 2013).

In course five Design Research, I focused on developing my vision boards and wireframe concepts. The primary focus during this month was on showing an understanding of the four design learning objective, which includes synthesizing, problem-solving, innovative thinking, and acquiring competencies. For the final vision board design project, we focused on the narrative of our brand concepts, which we have been working more the past several months.

Through the development of a wireframe mock-up, I focused on creating a prototype which showed the flow, usability, and design of my website concepts. As I build up my Reykjavik Brand campaign during this course, it was critical for me to focus on how my target market would perceive the brand, voice and tone, messaging, functionality, and, hierarchy.

In course six Organization Structures, I learned how to communicate my Reykjavik brands appeal of natural beauty and adventure using storyboarding, motion, and diegetic and non-diegetic sound, and motion. With the animation, you can feel that it’s hand-crafted. Otherwise, with just the one layer, you could see it but not really feel it” (Benyon, 2016).

In course seven Design Strategies and Motivations, I learned how to brand a place within our community, documenting what is around it that can bring the community together along with conducting a demographics study, SWOT, an elevator pitch for the specified area. For my community, I decided to brand the, which over the past fifteen years has been plagued with negative media of a community.

The problem I sought to solve was identifying where the community stands with the economic issues plaguing the community. The goal is to get more people involved in the process of speaking up for there community. After speaking to multiple persons from different category sets, I was able to gather data to present a clear picture of the types of people within the community and their concerns.

In course eight Design Integration, I created a vision board, dynamic vision board, and multiple marketing materials. The purpose of this was to show consistency throughout our brand messaging as communicate to our clients. “When your voice is strategic and aligned, it makes for much better content. It provides clear messages to audiences, not confusion. The more consistent a brand is with voice, the more likely messaging will be retained” (Brenner, 2018).

Following the design brief, I focused on developing copy and visual presentations of the brand to emotionally influence the audience’s feelings about our brand. Using the brand’s voice and tone, I created a static vision board and a dynamic video board represented as a promotional video for my location. Finally, there was the creation of marketing promotional materials to inform, promote, and engage the audience to focus on drawing attention to the unique aspects of our location.

In course nine Multi-Platform Delivery, I focused on developing my cities logos and brand assets. The research conducted in this course helped strengthen my understanding of branding and how to effectively communicate the personality of the brand. Through the use of multiple brand assets, the goals of the course were to show consistency in design and messaging when promoting our brands.

In course ten Measuring Design Effectiveness, I was required to develop a thesis presentation website focusing on what we have learned and design over the past 12 months. The focus was on how I effectively accomplished Mastery of connecting, synthesizing, transforming, communicating, solving problems, innovative thinking, and acquiring competencies throughout the program.

In the last month of this course, I learn a lot about pulling refining my design thinking to be able to communicate both through design and in writing effectively. The attention to detail and thought process needed to deliver a level of Mastery was challenging, resulting in the help from peers and the instructor.

In course eleven Presentation of Design Solution, I explained how I expertly communicated and wrote context that showed a Mastery of design.

In course twelve Experience Map, I was asked to chart and explain my experience throughout the Media Design program.

Reference:

Benyon, L (2016). A New Poster Movement: How the traditional format is evolving with an injection of animation. Retrieved by https://eyeondesign.aiga.org/a-new-poster-movement/

Lapedetino, T. (2013). Designing Words: 10 Strategies to Understanding Copy. Retrieved April 08, 2016, from http://www.howdesign.com/design-career/on-the-job/conquer-writing-fears/

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gskygroup · 6 years ago

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Measuring Design Effectiveness

For this final course, we were asked to develop a thesis presentation website focusing on what we have learned and design over the past 12 months. The focus was on how we effectively accomplished Mastery of connecting, synthesizing, transforming, communicating, solving problems, innovative thinking, and acquiring competencies throughout the program.

In the last month of this course, I learn a lot about pulling refining my design thinking to be able to effectively communicate both through design and in writing. The attention to detail and thought process needed to deliver a level of Mastery was challenging, resulting in the help from peers and the instructor.

Connecting/Synthesizing/Transforming — What research did you conduct and utilize to arrive at the design decisions you present. How did you connect the research to your design work? What information did you synthesize and pull from the research and how did you transform the information into what you’ve presented this month?

The research conduct focused on the rebranding of Edgewood, Maryland. The primary purpose for the rebranding of Edgewood was to reinvent and reintroduce the community of Edgewood, as a vibrant place despite negative perceptions due to typical crime and high foreclosure. The approach of rebranding Edgewood with a new image and clear brand narrative was imperative to promote the communities unique story, friendly people, and natural beauty. After developing the sketch concepts and selecting the most relevant preliminary ideas with the help of class peers and several community members, the final design and Pantone colors were selected. The logo brand design featured several distinctive elements found in Edgewood on any given summer day. The logo pays homage to the Army in a subtle way by using an army rocker shield worn with hints of a greenish brown tone that represents nature and the Army.

To test the effectiveness of the rebrand a carefully crafted survey in SurveyMonkey.com was developed to identify the community’s receptiveness to the project. The results of the survey questionnaire focused on how the study influenced customers perception, the relationship between brand loyalty and customer satisfaction using a comprehensive survey of ten questions. In the end, the findings of the survey showed a positive response to the questions, both online and in-person. The individuals surveyed expressed future interest in potential brand ideas and surveys

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? Restate your design problem to help explain this section.

The town of Edgewood is fighting the challenges of staying relevant and competitive countering negative brand perceptions associated with crime stats, foreclosures, and lack of community engagement for town leadership. These issues were addressed by using research, decision analysis, SWOT, and community engagement to foster interpersonal communications with community influencers. Completing this task, involved rejecting any preconceived perspective held about Edgewood instead of engaging prominent individuals within the community.

Since Edgewood has not developed a brand logo over the past 25 years, when searching online for an icon, image or identity for the town, what is found is a templated map generated image such as the one above comes up. This image design has been used to represent the community in the past serving as a poor representation for Edgewood. To help counter Edgewood's negative perceptions, a rebrand was developed. Through strategic planning and comprehensive research with members of the community for the first time in a long time, felt heard. This brand image can now serve as a positive change and reintroduction of Edgewood to its competitors.

After the completion of the survey questionnaire, the percentage of individuals who had a more positive outlook of their community in contrast to the competing surrounding communities rose. The survey data through SurveyMonkey.com and in-person revealed a successful design campaign for the rebranding of Edgewood. Involving the targeted audience in the research process identified patterns of individuals motivated for change. The positive experience piqued the interest of members of the community to take action now that they have witnessed a comprehensive plan for change. It is possible that by strengthens the brands messaging and leverage the communities support a future rollout of the rebrand is inevitable.

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?

As part of the assignment to develop a media asset, we were instructed to create an entrance sign to a business or place in our community. Willoughby Beach Park was chosen due to its lack of signage that communicates all of the beautiful recreation activities it offers. As a park that is frequently used by the community as a place of gathering on the Chesapeake Bay, it was identified as a place in need of rebranding. To show the innovation of design thinking, the signage for Willoughby Beach Park was compared and contrasted against the competitors' signage.

To claim innovative thinking, Edgewood's competitors' park entrance signage was analyzed to determine how effective they were at communicating its messaging to their target market. After comparing and contrasting each design to the Willoughby Beach Park mock-up, the design process began to determine how the signs relate to the audience. From the findings, it was observed that all three entry signage only used wood and paint, that they serviced different demographics, and failed to display images to identify what activities they supported. As a result, the competitors' designs did not support the claim of innovative thinking, unlike the Willougby Beach Park mock-up. The Willoughby Beach Parl mock-up included an in-depth approach taken to creatively communicate to the target market the type of park it is and its importance to the community. The steps to get to the final development of the design included visiting several sign makers in the area to look at mock-ups concepts to determine which designs would be most affordable and lasting. After speaking with several sign makers about the different materials and styles of the sign mock-ups, the idea of producing a simple wooden sign was not considered.

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

During the course on Planning for Motion, I learn many new competencies from storyboarding to website wireframing, yet the most challenging competency learned was using multiple software platforms to complete a task. With limited experience in After Effects and motion graphics, I had to use critical thinking for problem-solving a situation which required multiple fixes while pressed for time. Despite my frustration, I was able to learn how different functions of After Effects such as animating text with a mask layer and creating title designs. Since this experience, I have researched how to use more software in the Adobe Suite.

During this course, motion graphics was an area that piqued my interest. I found the many different aspects of telling a story through sound and images to be a powerful tool in communicating a brands voice and tone. The subtle sound in a movie or commercial was a new competency for me to learn since I had never imagined getting into motion graphics until the class. Now I understand how sound is more nuanced and importance to the overall aspects of commercials and movies. Motion for me now has levels of communication.

When it comes to journals, what was most exciting was how we were building story plots from everyday experiences, conversations, and experiences. I can say that the journal entries help me better shape my design narratives because my ideas have become more vivid and nuanced. I have begun to explore more ways to tell stories in a uniquely creative way.

In addition to demonstrating the above, reflect on your experiences in this course and state where you plan to go from here.

With the number of skills and new insight I have learned while in this program, I plan to use what I have learned with my clients. Additionally, I would like to do more with motion graphics and storytelling possibly taking additional courses in the near future. What I have learned in this course will serve as a valuable resource moving forward and will shape the way I communicate to my client and target market.

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gskygroup · 6 years ago

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Mastery Journal Reflection

There were 39 respondents who participated in this study both from social media and in-person surveys.

The methods used to conduct this comprehensive study consisted of ten questions focused on gathering relatable data which can strengthen the need for change. Moreover, part of the survey collected data from the surveyors to compare the new Edgewood brand to the other surrounding communities to determine if the brand will stand out in the crowd. This survey was conducted both as an online survey and in-person interview with community members at a local store.

In the beginning, I was very hesitant about the survey when only 14 people agreed to fill out the survey. After talking to my neighbor of 72 about elders not frequently using computers, I decided to pivot and print out the survey. Many of the older members of the community thanked him for taking the initiative to speak with them when some of them expressed not having their viewpoints heard. Despite the results, I was confident that people would be willing to answer the questions; what I was not expecting was how pessimistic people would be about change. Many of the individuals surveyed felt that despite the nice designs and ideas the people in the county will not change their negative perspective of the community of Edgewood. I do feel that with continued idea exchange with the community and surveying, the rebranding of Edgewood will eventually show great promise for change.

Questions & Responses:

1.) Do you think the redesigned logo represents Edgewood and how visually appealing is the brand logo?

100% of respondents said they felt the logo represented Edgewood. One respondent wrote, “Yes, I believe the redesigned logo represents Edgewood and the colors associated give it a positive and relaxing, beach-like vibe which is very appealing.

2.) Do you think the redesign brand stands will stand out from the competition?

92.30% (36) felt that the brand stands out from the competition, 7.69% (3)

3.) What are the strengths and weaknesses of the Crab & Clam Fest Brand Assets? Which assets appeals to you, what is your feelings about the color palette, and logo placement on the advertisements?

Total Positive Responses (36) No Responses (3)

Few Responses:

• I like the Crab; it represents Maryland. Not too sure on the clam. I like the colors. They’re subtle but classy

• Pop of color, love the color palette - love the placement

• Could use some improvement

• In my opinion, there were no weaknesses. A strength though was the way the Crab& Clam theme builds on the idea of Maryland pride. The color palette also gives it’s a relaxing beach like feel

• The Crab represents the culture around Maryland

• I like that it reminds you that Edgewood has water.

• It has a very good color scheme, and everything is placed well. The one thing I recommend adding is a crab. Maryland is the crab state and it’s very popular everywhere around here

• I like the Crab; it represents Maryland. Not too sure on the clam. I like the colors. They’re subtle but classy

4.) Which asset from the Crab & Clam Fest would you be more likely to draw your attention?

7.69% Responded to Flyer (3)

15.38% Responded to Poster (6)

28.20% Responded to Pole Banners (11)

43.58% Responded to Social Media/Blog (17)

5.128% Responded to Word of Mouth (2)

5.) How likely would you share a flyer, information obtained from a community blog or social media page, or attend a new business event in Edgewood?

25.64% Responded Very likely (10)

35.89% Responded Likely (14)

5.128% Responded Neither likely nor unlikely (2)

20.51% Responded Unlikely (8)

12.82 Responded Very unlikely Likely (5)

6.) How popular is the town of Edgewood compared to the surrounding town is the county?

30.76% Responded Better (12)

43.58% Responded About the same (17)

25.64% Responded Worse (10)

7.) Does the negative media sway your judgment about attending events in the community?

None at all (18)

20.51% Responded A little (8)

30.76% Responded A moderate amount (12)

2.564% Responded A lot (1)

0% Responded A great deal (0)

8.) When was the last time you saw a significant event or local business advertise in Edgewood?

Total Positive Responses (39) No Responses (0)

Few Responses:

• We see them at our local high school games

• I can’t recall the last time a very significant event happened in Edgewood.

• Valentine's Day

• In recent memory, I cannot remember the last time I’ve seen a business advertise in Edgewood.

• At the local church, driving pass it

• Summer

9.) Would you support a new entrance sign for Willoughby Beach Park?

76.92% Responded Strongly agree (30)

20.51% Responded Agree (8)

2.564% Responded Neither Agree nor Disagree (1)

0% Responded Disagree (0)

0% Responded Strongly Disagree (0)

10.) Would you like to see Edgewood t-shirts, hats, bumper sticker, etc. promoting the town brand?

100% Responded Yes

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gskygroup · 6 years ago

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Multi-Platform Delivery

During this course, we focused on developing our cities logos and brand assets. I truly enjoyed the Multi-Platform Delivery because it allowed me to build on several different brand assets for my community to express how I would implement them in a campaign. The research conducted this month helped me strengthen my understand of branding and how to effectively communicate the personality of the brand.

Connecting/Synthesizing/Transforming

Through the use of multiple brand assets, the goals of the course were to show consistency in design and messaging when promoting our brands. The rebranding of the town of Edgewood was a challenge, having to distinguish the town's brand for any other coastal town along the Chesapeake Bay. To best meet this challenge I focused on how I would depict the birds, vegetation, animals and human activity along the Chesapeake Bay region. The background colors used were consistent with the colors used in the Design Brief's color palette and represented the beautiful transition of color seen as the sunset.

" Color is so powerful that it can influence thinking, reactions, and stimulate bodily hormones. It holds an array of meanings that manifest in the natural world, a ton of meanings that you can write papers about it, as well as in the diverse cultures around the world" (Cass, J (2018).

The use of Script font shows a playful and emotional feel when experiencing life along the Chesapeake Bay, while the Sans Serif font is more contemporary and cleaner.

Problem Solving

In the beginning, there were issues with the detail of the images used when resized. The first design concept used thin lines that looked good as an art drawing but not as a logo, so pieces of the design had to be bolded to standout with resizing. "As much as you might want to see your work plastered across billboards, don’t forget your design may also need to accommodate smaller, yet necessary, applications, such as zipper pulls and clothing labels"(Airey, 2014). When it came to the color, I had difficulty selecting whether to use spot colors or a gradient of colors to represent the brand. Ultimately, with the help of my peers, I determined using a gradient color selection worked best to give the logo depth and emotion to help with it standing out from other Chesapeake Bay towns.

Innovative Thinking

When thinking about innovation, I focused on how to promote a local event using the construction of the parks newly design entrance sign where the event is held as a draw and buzz to get people excited about the event and the change happening in the community. "Construction projects are about more than building homes, roads, and commercial buildings. As with most things in life, that impact isn’t merely black and white. It sits in the gray area, meaning it has both a positive and negative impact on the community as a whole". (Burger, 2016). Additionally, the event will be a large scale promotion with a social media video, high glossy flyers, posters, pole banners, and blog on the community web page. The colors used to promote the event would be consistent with the colors used for the brand identity, entrance sign, and event assets.

Acquiring Competencies

One of the things that pushed me creatively was the developing of an entrance sign. I had never imagined creating a bold sign to represent a locations entrance sign. I had to research and think about the materials, colors, and sign design that best communicates the sites personality. This included considering several types of designs and ideas to make the entrance sign something that could be created at an affordable price point.

References:

Airey, D. (August 20, 2014) Logo Design Love, Annotated and Expanded Edition, Second Edition. Publisher: Peachpit Press. Retrieved from https://ce.safaribooksonline.com/book/branding/9780133812589

Burger, R (2016). The Community Impact of New Construction. [blog] Retrieved from https://blog.capterra.com/the-community-impact-of-new-construction/

Cass, J (2018). Color Psychology in Logo & Branding Explained, Retrieved from https://justcreative.com/2018/02/19/color-psychology-in-logo-design-branding-explained/

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gskygroup · 6 years ago

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Finalize Design Brief

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gskygroup · 6 years ago

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Design Integration

For the Design Integration, we expanded on our locations brand creating a vision board, dynamic vision board, and multiple marketing materials. The purpose of this was to show consistency throughout our brand messaging as communicate to our clients. "When your voice is strategic and aligned, it makes for much better content. It provides clear messages to audiences, not confusion. The more consistent a brand is with voice, the more likely messaging will be retained" (Brenner, 2018).

Following the design brief, we focused on developing our copy and visual presentations of the brand to emotionally influence the audience's feelings about our brand. Using our brand's voice and tone we create a static vision board and a dynamic video board represented as a promotional video for our location. Finally, there was the creation of marketing promotional materials to inform, promote, and engage our audience as we focused on drawing attention to the unique aspects of our location.

Some of the problems that I faced during the development of my brand dealing with staying consistent with the vision board and dynamic vision board. At times it was hard thinking about how the audience who relate to the messaging from print to video. Since Edgewood is a small town there is only a few things which would draw someone to the area, unlike its surrounding metropolitan suburban towns. This meant thinking outside of the box to identify creative ways to keep the audience connected to the larger messaging. It was important to stay consistent throughout the marketing materials, so to not bring confusion to the voice and tone of the brand.

"The first impression is when people first become aware of you, duh. But awareness is a process — it might take seeing you in their field of vision 15 times before they’re really super-awesomely aware".

So, it’s a matter of getting in front of those people a second, third or fifteenth time so you can prove to them you’re credible, trustworthy, and the best option from all the others they’re considering"(Taughnee, 2016).

When creating the brand voice and tone for the materials in this course, I researched the works of professional advertising agencies who have promoted and marketed cities competing for the Olympic bid. With this research, I was about to identify new ways to use video to emotional influence my audience. I looked at how the video was shot and framed, the music, colors and copy presented to celebrated why the particular city should be chosen. This insight helped me to formulate how I would present my brand and stay consistent with emotion and feel that could be duplicated over and over to the audience.

When it comes to my brand being innovative, I believe this was done by tying my video into one of the festivals in Edgewood. If I had only focused on visual landscapes, people in the community, the environment, and buildings the video would have fallen short because there are serval towns that have the look and feel of Edgewood along the Chesapeake. Adding the crab festival sends the message that Edgewood is a community that wants to celebrate its love for fellowship and crabs. "Something inherent in the way you do business – your product or service, your mission, and long-term vision, or your target customer – must be different. Identify those differences and make them an integral part of your message" (Guisbond, 2017).

During this month’s course, I learned how to effectively communicate my brand's voice and tone across multiple media material. Using an array of software from Adobe Premiere, Adobe Photoshop, and Adobe In-Design I was able to accomplish the production of several pieces of brand market materials. In the future, I plan to incorporate many of the things that I have learned to better communicate the tone and voice of my projects. Moving forward, I plan to use the processes and methods learned to rebrand myself as I venture into new areas of business with my company.

youtube

Reference

Brenner, M (2018). How to Create a Voice and Tone Brand Guide in 7 Steps. Retrieved from https://marketinginsidergroup.com/content-marketing/how-to-create-a-voice-and-tone-brand-guide-in-7-steps/

Guisbond, A (2017). How To Develop Brand Messaging That Crushes The Competition. Retrieved from https://www.forbes.com/sites/forbescommunicationscouncil/2017/10/12/how-to-develop-brand-messaging-that-crushes-the-competition/#2cc0d3393279

Taughnee (2016). The Psychological Reason Why Brand Consistency Is Important. [blog]. Retrieved from https://endeavorcreative.com/psychological-reason-brand-consistency-important/

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gskygroup · 6 years ago

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Design Strategies and Motivation

During this course, we learned how to brand a place within our community, documenting what is around it that can bring the community together along with conducting a demographics study, SWOT, an elevator pitch for the specified area. For my community, I decided to brand the entire community which over the past fifteen years has been plagued with negative media of a community to beware of. This could not be further from the truth, despite its issues it is a community of friendly people who work hard and love the area. It is community primarily made up of active duty military, veterans, government workers and contractors with the largest employer being the military. My community has survived multiple base closing and experiences the same issues as may military communities surrounding a base.

Client Name: Community of Edgewood/ Harford County District A Representative

Location: Edgewood, Maryland 21040

Client Description

The community of Edgewood is a village of approximately 26,000 people who are mostly active duty military, veterans and government workers. The community is a coastal village town which sits at the top of the Chesapeake Bay, just north of Baltimore. The largest industry is the military at Edgewood in the Aberdeen/ Edgewood Proving Ground where many of the resident work either as government employees of government contractors. For the past twelve to fifteen years, Edgewood has faced an economic downturn of business closures and housing foreclosures unlike any other of its surrounding towns.

Problem Statement

As a community which sits along two major highways, Harford County can dramatically impact the area with a further allocation of land for development. A plan to renegotiation rental rates with business landlords using taxes breaks incentives for struggling small businesses could help offset high overpriced rent many businesses are paying. With the loss of tax dollars from businesses and residents leaving Edgewood, the county must think long and hard about assisting the community in the development of a new industry, and land development.

Socioeconomic Information Edgewood is a small community in Northeast Maryland on the Upper Chesapeake Bay with a population of 26,303 with a population density of 1,479 (sq mi). It is a community which is very diverse with an overall median age of 34.5 an average single person median income of $56,414 and family income of $71,988. The rate of homeownership is 69% with 42% who are married with 2.81 individuals in the household. Over the past 12 years, there has been a decline in home ownership due to the housing market collapse and foreclosures in 2007. The trend in financial uncertainty has resulted in the unemployment of 6.8% and an educational poverty rate of 27.16% of individuals with a high school diploma or some college. The veteran community make-up of Edgewood is 12.3% with 5.7% under poverty and 20% listed as service-connect disabled veterans. As for active duty members in the community, their 38% in which 20% are civilians employed at the base.

Synthesized Interview Findings

With more than 75% of the community of Edgewood either employed by the government or working as contractors. The individuals surveyed are either furloughed or working without pay due to the government shutdown. Due to the sensitivity of many of these individuals’ jobs, they would not agree to be recorded or having their pictures taken but would participate in my study.

For Part One of the study, I visited several locations of the military base to interview service members who are stationed in the community of Edgewood for up to 5 years in their contracts. I wanted to get the perspective of a transit community of people who can give fresh insight about the community of Edgewood. Next, I will be visiting with my neighbors who are primarily veterans who have been living in the area for over 20 years. Finally, there will be a visit to the local Walmart where many of young, mostly non-military people shop since a majority of the military has its shopping facilities on base.

Personas

Based on the research conducted of four personas which represent the four categories of Edgewood residents being;

Category #1 Persona: Andre Williams – Government Contractor and Home Owner

Category #2 Persona: Margarita Cardona – Retired Military/ Veteran and Home Owner

Category #3 Persona: David Matthews Sr. – Lifetime Resident of Edgewood Community who is a Home Owner

Category #4 Persona: Veronica Ware – Lifetime Resident of Edgewood who Rented

Questions for Interviews of Personas

What is your full name?

Where were you born?

What is your age?

Are you married and do you have kids?

In what community do you live and how long have you lived there?

What is your educational level?

What is your income, and do you work in Edgewood?

What is your line of work and title?

What is your industry?

Are you a veteran and what branch?

Do you like the community of Edgewood?

What is your political party affiliation?

Are you in any organizations?

What are your hobbies?

What is your faith?

A statement to describe your values?

What do you do in your free time?

Tell me about your family?

Is there anything that upsets you about living in Edgewood?

What do you like about living in Edgewood?

What does Edgewood lack most?

Devos 4 W’s

Each perspective is based on their first-hand experience of the community and their most pressing concerns. By understanding the pressure points of these segments will provide a snapshot of the larger community. Using the four W’s presented by Devos, the problem can be synthesized to find focus and clarity to begin the steps of strategizing an effective plan moving forward.

Who: Community of Edgewood has the problem of;

What: Lack of Industry, Reinvestment, Housing Foreclosures

Where: Reinvestment in Edgewood Meadows business district, and multiple areas Edgewood could address many of the issues.

Why: The solution should be to highlight the years of neglect by the county, who has year after year made the decision that was not in the best interest of the community. The real-world impacts of the residents living in the community have been devastating as funds have been diverted from Edgewood and the smaller town to the more affluent areas in the county. Edgewood has not been represented as it should have been by its local leaders in the past. A disconnected community has been the result of having little to no voice.

“By asking four simple questions, everyone can put their own thoughts up and together synthesize the content to find focus and clarity” (Devos n.d.)

Through the development of a SWOT analysis it is important to consider the Strength, Weaknesses, Opportunities, and Threats to your business or theory. Focusing in on the data collected and evaluating the secondary data through interview and surveys, this information could be presented to the county planning committee or management team to establish a different perspective to move forward. In this briefing my SWOT covered the Community of Edgewood and the problems, solutions and outlook gathered while surveying and interviewing people in the community who have issues with the state of the community. “When the management team looks at the company’s weaknesses, it is not to assign blame for past shortfalls in performance. It is to identify the most critical areas that need to be improved in order for the business to more effectively compete”. (Hill 2018)

Through a community referendum, the people could vote for where the county invest its money in the community. This could be followed by a general meeting with local county officials, landlords, and small businesses to establish an economic stimulus to help businesses promote the needs for tax breaks and microloans. The goal would be to help businesses keep their door open through incentives such as tax breaks for hiring a veteran, helping veteran business with contract opportunities with local government and partnerships with local community colleges and university.

Lastly, the county is going to have to revisit its policies on growth through the county. Staying rural and isolated from the larger investments being made by the State in the surrounding counties could do great service to Edgewood and some of the smaller towns along Highway 95 and Highway 40. The community needs to pressure Harford County to petition the State for economic assistance to help attract new industry in the area. The county officials and the military should also be pressured to establish a plan to annex land for new industry and growth for the economically impacted area through the county.

In the past State and County elections, a small number of the residents in the community was able to engage the community to elect a local representative of the community to the district seat after eight years of failed promises by the last representative. With more people getting involved from within the community positive change at all levels can happen.

Reference

Bland, D. (2018). What Is an Empathy Map? Retrieved from https://www.solutionsiq.com/resource/blog-post/what-is-an-empathy-map/

Brown, J. (June 27, 2018) Empathy Mapping: A Guide to Getting Inside a User’s Head. Retrieved from: https://www.uxbooth.com/articles/empathy-mapping-a-guide-togetting-inside-a-users-head/

Devos, J. (N.d.) Design Problem Statements – What They Are and How to Frame Them. Retrieved from: https://www.toptal.com/designers/product-design/design-problem-statement

Harford County Government: 2017 Small Area Planning. [Proposal]. Retrieved from http://www.harfordcountymd.gov/DocumentCenter/View/10144/Edgewood-Small-Area-Study?bidId=

Hill, B (2018) Small Business Chron: Why Perform A SWOT. Retrieved from https://smallbusiness.chron.com/perform-swot-analysis-5050.html

World Population Review: Edgewood, Maryland, January 20, 2019, Retrieved from http://worldpopulationreview.com/us-cities/edgewood-md-population/

Suburban Stats: Edgewood, Maryland, January 20, 2019, Retrieved from https://suburbanstats.org/population/maryland/how-many-people-live-in-edgewood

Data USA: Edgewood, Maryland, January 20, 2019, Retrieved from https://datausa.io/profile/geo/edgewood-md/

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gskygroup · 7 years ago

Video

Motion In Context

Through the use of looping and blending of multiple layers, the 2D elements were able to be animated in a way that created motion. The feel and sound of the raging water and waterfalls evoke a feeling of kayaking on a raging river. The design takes the audience into a third-person perspective that allows them to view the experience just over the shoulder of the character as if they were experiencing the event also. "To immerse the player, some third person games use different techniques to make the player feel like he's watching a movie. Blood spatters onto the screen in Gears of War, shaky cam is used during intense moments in Uncharted, lens flare appears in Blood Stone when the player is facing a light and what is maybe the most original use of the third person perspective to this date, Dog Days makes it look like a cameraman is following you around" (Giant Bomb). The Motion Poster starts with raging water billowing over the edge of the waterfall. The animation fades in the logo just as you can hear the kayaker breathing hard as he gets to the edge of the waterfall before going over. The movement of the kayaker from left to right provides a feel as if the view is being jostled around by the waves.

Throughout the design, there are multiple raging streams of water that are animated to create a feeling of adventure. “With the animation, you can feel that it’s hand-crafted. Otherwise, with just the one layer, you could see it but not really feel it” (Benyon, 2016). Through the use of motion, the poster design allowed the audience to imagine themselves being there experiencing the moment. The 2D and 3D elements allow for the poster to tell a story without leaving anything to the imagination. The audience does not have to question what the message is. It is straightforward about what is about to happen next. The logo indicated Reykjavik, Iceland as the location to experience this type of activity while the action of the kayaking expresses the extreme adventure offered as the kayaker is about to go over the waterfall.

Reference

Giant Bomb (n.d). Third-Person Perspective. [blog post]. Retrieved on December 17, 2018, at https://www.giantbomb.com/third-person-perspective/3015-464/

Benyon, L (2016). A New Poster Movement: How the traditional format is evolving with an injection of animation. Retrieved by https://eyeondesign.aiga.org/a-new-poster-movement/

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gskygroup · 7 years ago

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Mastery Journal Process and Reflection

As a majestic place to visit Reykjavik’s appeal of natural beauty and adventure became the focus of this project, the research conducted consisted of understanding the allure of the aurora borealis and the winter months in Reykjavik. Focusing on the wonders of nature to promote discovery, the play on the Northern Lights and it is wonderous majestic which people hunt the skies to see is the draw with a young population of young American and European tourist who flock to the city for festivals, art, and fun. The cities luxury hotels and expanding growth can often dilute the adventure and exploration just footsteps from the city limits. The campaign synthesizes the two worlds of luxury and adventure by using the window as the translucence of transition, despite the wind, the weather, darkness or cold there is still adventure and discovery to be had. Using a voice and tone of fun and excitement the draw is to let the imagination run wild with the experiences available to tourist in Reykjavik. No matter the adventure, snowmobiling, hiking glaciers, whale watching, visiting a volcano or geothermal spa, it’s all about the discovery of incredible sights and sounds.

Target Audience

Focusing on the wonders of nature to promote discovery, the play on the Northern Lights and it is wonderous majestic which people hunt the skies to see is the draw with a young population of young American and European tourist who flock to the city for festivals, art, and fun. The cities luxury hotels and expanding growth can often dilute the adventure and exploration just footsteps from the city limits. The campaign synthesizes the two worlds of luxury and adventure by using the window as the translucence of transition, despite the wind, the weather, darkness or cold there is still adventure and discovery to be had. Using a voice and tone of fun and excitement the draw is to let the imagination run wild with the experiences available to tourist in Reykjavik. No matter the adventure, snowmobiling, hiking glaciers, whale watching, visiting a volcano or geothermal spa, it’s all about the discovery of incredible sights and sounds.

Benefit of Movement

The benefit of motion is instrumental in expanding the look and feel of the storyboard. It evokes an entirely different feeling moving from a 2 dimensional to a 3-dimensional space. In the first scene, the muffled voiced talking gives a feel as if you are in a room with conversations happening. The cut to a transition of a scaled static woman leaving the scene offers a feel of movement to something different. The movement of colors and wind let that audience feel as if they are outside looking at the Northern Lights in the winter. These are feelings that the 2-dimensions storyboard sketches failed to accomplish. “3D depth and motion is a great way to help people get oriented to where things are: what's behind what; what's in front of what. There's that whole spatial metaphor there” (Head, V and Bowles, C).

Design Problems

The design problem not considered until the development of the dynamic vision board was the incorporation of the cut-out style used in the vision board. To stay consistent in the communications elements such as the Reykjavik skyline cutout and the Iceland cutout was used as focal points. In the dynamic vision board, the use of a window was created to show the transition from one act to another. The extreme weather is the issue to unimaginable treasures just outside in nature being the solution. The design style selected does address the problem and allows for further expansion and use of additional cut-out elements.

During the development of dynamic vision board, there was some issue which included rendering resizing and the motion of elements. To create a smooth transition the original concept had to reworked multiple times. Despite the layering process within Adobe After Effect due to some of the design cutouts not blending and transitioning as envisioned, many of the issues were fixed in Adobe Premiere. “While you can certainly create motion design projects in other software, there is no single program more versatile and essential to a modern Motion Graphics workflow than After Effects” (Ward, 2018). For the final development of the design, there were issues with putting the flying birds behind the layer showing the woman looking outside of the window. As you can see in Example 1.0 of the first draft, the birds are displayed over the top of the woman. The problem was due to a blending issue where the fonts to highlight the color palette became distorted due to how the background and woman layers were rendered.

Example 1.0 First Draft (Problem) Example 1.1 Final (Solution)

How the issue of the birds flying in front of the woman solved was difficult at fixed. To solve the issue, the layer showing the birds were delayed entering the scene scaled out in size and the scaled-up moving them from right to left as the woman is seen leaving the scene. In the draft, the birds are placed in front of the woman layer scrolling from left to right across the screen. This fix would have been an easy fix if the birds had been planned in the beginning but were an afterthought after the rendering of the previous layers.

Action Principles

By using the solid drawing and secondary action principles within the dynamic vision board, the design concept was able to communicate a depth of motion effectively. By showing two-dimensional objects enhanced with the three-dimensional flow of movement from the stars and northern light video in the background. "A hot emerging trend in the motion design industry is that designers are exploring new ways to mix 2D with 3D animation and graphics to achieve a more graphic, stylized look and create complex visuals. This leads to a variety of new and interesting experiences to offer the viewer" (PixFlow, 2018).

Additionally, font motion thru masking and opacity is used to create an added movement to the presentation. "Using animated Fonts and Titles is a trendy way for gaining attention and keeping the audience invested while also conveying them a message, two birds with one stone! The designs range from simple moving characters all the way to paying homage to social heroes" (PixFlow, 2018). Using the Lynda and Adobe Tutorials to understand how two-dimensional presentations can show movement through the use of video help gain further insight into visual movement.

Audio Identity

Using diegetic sounds such as light music, wind, hovering of the character and the sounds of nature the presentation will give the audience a sense of going through the experience. “Diegetic sound can be either on screen or off screen depending on whatever its source is within the frame or outside the frame” (Film Sound.org, n.p).

The non-diegetic sound of transitional music and sound effects will help the audience keep pace with what is happening in the scene. It is essential for the dynamic vision board to express a sense of innovation by expressing a sense of comfort with the character sitting in a cozy luxury hotel room. “Non-diegetic sound is represented as coming from a source outside story space” (Film Sound.org, n.p).

Three Act Structure Breakdown

First character problem is she has to wait out the cold wind and temperature drop that is unpredictable in Iceland. While in the hotel sitting to wait out the cold, there is a growing awareness of wanting something different. This awareness expands upon the sight and beauty of the city’s skyline against the natural backdrop. “Act 1, should introduce your character(s), establish what they want, and also introduce a problem standing in the way of them getting what they want” (Blazer, 2015).

Next, the character works towards a solution to deal with boredom by escaping into nature while looking outside the window ignoring the other people within the room. The sight of seeing the Northern Lights for the first time hypnotizing her as she escapes into landscape just outside her window. “Act 2, is where the character attempts to overcome the problem. Here your character fully commits to solving their problem and comes up against all sorts of roadblocks that make solving it seems even less likely” (Blazer, 2015).

Finally, the character solves the problem by escaping into her imagination to reimagine all the things she could do outside of the city. The discover new experiences Iceland intrigues the woman as she recognizes that she does have to spend lots of money enjoying Reykjavik. When doing research much of what was talked about by the target audience in blogs and articles were experiencing Reykjavik staying in luxury. In these writings, the promotion of high-end hotels, restaurants, festivals, museums, the Blue Lagoon Spa, and luxury paid tours are the primary focus. There is so much more to Reykjavik such as natural resources, backpacking staying in hostels, horseback riding, ice fishing, kayaking, hunting, snorkeling, etc. For the target market, we are looking to reach we want them to see the city as a playground to experience the country. “Act 3, is the resolution. This act usually has fewer cards than Acts 1 and 2 because the character should now be facing their problem head-on, winding into an unexpected resolution” (Blazer, 2015).

Through the use of motion, the design concept has helped to connect the audience to the brand emotionally. The look and feel represent the brands messaging showcasing unique things to do while in Reykjavik. The motion graphics concept makes the brand’s message more engaging to a broader audience while the static design offers only a singular focused message. Both methods are similar in providing the audience with the brand's vision and message distinguishing itself from the competition.

Innovative Thinking

When faced with a project or software that you are not well versed in it is important to set goals and develop a strategy, but it is just as important to plan for the inevitable. Through research, it can be determined if others have had short-coming and failure. It can be a good point of reference to evaluate when faced with things that may or may not become problems. During this project, there were problems with masking and transitions. It took multiple hours and tutorials to understand what was being done wrong and how to fix it. When a solution was not found more research was done to solve the issue. To solve the solution required working with both Adobe After Effects and Adobe Premiere. By using multiple tools in such as transition swipes, scaling, making and blending effects the desired results were achieved.

Two of the most innovative elements of the design piece were used during this project one being the cut-out background with video and the masking of the Reykjavik created in After Effects. The first innovative design element can be found in the first couple of scenes where there are video elements operating behind a static cutout of the skyline of Reykjavik. The movement of the Northern Lights and moving stars are all separate video eliminates use color adjustments, white balances and effect blends. For the second innovative element, a mask was used to write Reykjavik twice in the presentation.

Motion in Context

For our final week of the Motion Media, the task was to create a design that showed Motion in Context. The lesson instructed the class to develop a story and message using one of the following methods: Animatic, Motion Poster, Kinetic Typography, Cinemagraph, or 2.5D Parallax Image, General Motion Design. The motion piece which was selected was the Motion Poster design due to its ability to expand the brand's messaging beyond traditional methods of print media.

When looking at the best way to use the Motion Poster for Reykjavik, it was determined that it would work best as a social media advertising for the online adventure tourism industry. With many of today's tourist websites advertising deals and excursions, what better way to use a Motion Poster to promote their adventures. This method would not only limit production over creating individual videos, but the cost alone would benefit the industry. Visitors would be able to experience a short animation of a 2D design to pique their interest in attending the activity. The development of Motion Posters would open up a new target market of individuals just by capturing their attention.

Reference Blazer, L (2015). Animated Storytelling: Simple Steps for Creating Animation and Motion Graphics. Retrieved from https://ce.safaribooksonline.com/book/animation-and-3d/9780134133812

Head, V and Bowles, C (n.d.). Motion and Meaning: Episode 10: Design problems animation can answer. November 28, 2018. [podcast] Retrieved from https://motionandmeaning.io/episode10.html

PixFlow, (2018). The Top 20 Motion Graphic Trends Of 2018. [blog post] Retrieved from https://pixflow.net/blog/top-motion-graphic-trends/

Film Sound.org (n.p.). the Art and Analyses of Film Sound Design. November 22, 2018. [blog post] Retrieved from http://filmsound.org/terminology/diegetic.htm

Giant Bomb (n.d). Third-Person Perspective. [blog post]. Retrieved on December 17, 2018, at https://www.giantbomb.com/third-person-perspective/3015-464/

Benyon, L (2016). A New Poster Movement: How the traditional format is evolving with an injection of animation. Retrieved by https://eyeondesign.aiga.org/a-new-poster-movement/

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gskygroup · 7 years ago

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Design Research

For the Design Research class this month, we focused on developing our vision boards and wireframe concepts. The primary focus during this month was on showing an understanding of the four design learning objective which includes synthesizing, problem-solving, innovative thinking and acquiring competencies. For the final vision board design project, we focused on the narrative of our brand concepts which we have been working more the past several months.

Through the development of a wireframe mock-up, we focused on creating a prototype which shows the flow, usability, and design of our website concepts. As I build up my Reykjavik Brand campaign during this Master's program, it is critical that I consider how my target market will perceive the brand, voice and tone, messaging, functionality and, hierarchy.

Problem-Solving

For my brand development of Reykjavik, I decided to create two vision boards out of concern that my original concept would have issues communication the brands messaging. My personal feelings about my original vision board were not founded in research but based on my feels and how the design consistency could be compromised when developed as a website. Looking at my target audience and how best to communicate a consistent brand vision, I felt the design fell short in presenting the voice, tone, and theme of the campaign. I later found through peer critiques that the redesigned vision board was not as strong as the original. That during peer critique, persuasive agreements and examples were made which resulted in the reevaluate of my decision to reconsider the original design. Ultimately, I believe the decision to change was a sound decision-based in research and not my personal feeling about my design.

Redesigned Visionboard Original Visionboard

"While problem-solving as an expertise is a must in any designer’s resume, it is not that easy practice by a solo designer. The design problems have become more ‘wicked’ as Horst Rittel, a design theorist once put it. Today as technology, competition, and user needs have become complex, the challenges for designers too have grown. Sometimes these multidimensional design requirements are in the tall order expected by clients from a designer. While a designer is expected to be a T shaped designer, he cannot be an expert in all aspects of design. This is why a team-based collaborative approach to design bringing all required skill sets around a table is important" ( Bharadwaj, 2018).

The tone of voice played a factor in my brand decision since the customer's perspective is vital to Reykjavik being seen as a "Playground for Adventure and Discovery" by the target market. If a brand message doesn’t speak to their needs, trust and interest may be lost. The tone and voice is not based on how a brand sees itself. It is how others perceive the brand.

Synthesizing

During the design process, a designer develops a number of concepts then identifies which concepts will best work with the campaign for further development. Understand the connection between the brand's message and consumers needs can leverage the brand's equity in the marketplace. During the wireframe development, a prototypical was designed to show the method in which the mock-up would be laid out highlighting the design flow and navigation scroll of the site. "Developers use wireframes to get a more tangible grasp of the site’s functionality. It gives the developer a clear picture of the elements that they will need to code" (Bannister, 2017).

Innovative Thinking

In the field of web design and development, high-density pixel images, with a ratio higher than 2 using Retina devices, and XHDPI has pushed the limits of size and performance. The first step to solving the challenge of standard images affecting page loading time was to "change the markup of embedded images on an HTML page" (Drew, 2012). By focusing on image formats that provide higher compression rate, "the image will have a smaller file size than the original, but will still be sharp on both normal and high-density screens" (Drew, 2012). Mobile devices have a completely different web format in how it processes, rules, behaviors, and capabilities, that is unlike desktop computers.

As a platform, the single page scroll responsive site format was selected so that users could enjoy their experience on both their mobile device and personal computer. Users will find the natural scroll process without clicking multiple links, usable and easy to navigate whether on a small mobile screen, tablet, or laptop.

Acquiring Competencies

During this month, there have been multiple acquiring competencies generated which includes: voice and tone, refining wireframing, and web development research. When it comes to developing an effective voice and tone, it will take repetition and study which will make me comfortable with copywriting. Having to learn not what you say, but how you say it, will take practice so that I am not confused by the two.

Since wireframing is becoming an effective way for user experience (UX) designer to communicate with there clients throughout the design processes, being proficient in using the competency would beneficial. As for the refining of wireframing, this is something that can be further developed in my upcoming projects. The researching of wireframing has helped me learn more about industry tools and software that is being developed to fuel the next significant process in web design. The web environment is not a primary area of focus, yet learning more about the platforms will have a profound effect on strengthening my design and creative skillsets.

As a novice in web development, further research of the subject matter is needed to fully understand the complete process of web design and not just the front-end design process. Moving forward I will include web development into my continual growth using lydna.com as a tutorial repository. I believe strengthing my web development skill will make me more competitive and more of a significant asset to my design team.

Once the final vision board and wireframe mockup were completed the refinement of my concept was created into an infographic. The infographic was established as a design guide explaining the rationale and thought process applied throughout my development phase.

References:

Bannister, C (2017). How to create wireframes as a UX Designer. Retrieved from https://blog.prototypr.io/how-to-create-wireframes-as-a-ux-designer-d1d3fcc2bbf1

Bharadwaj, H (2018). Rethink Design: Part Four. Think beyond process, products, and users as a designer. Retrieved from https://medium.com/@HemanSpeaks/rethink-design-part-four-think-beyond-process-products-and-users-as-a-designer-38db5afa0d64

Drew (2012). Design Process In The Responsive Age. Retrieved from https://www.smashingmagazine.com/2013/05/the-state-of-responsive-web-design/

Keller, K (2003). Journal of Consumer Research. Brand Synthesis: The Multidimensionality of Brand Knowledge, Vol. 29, No. 4 (March 2003), pp. 595-600 (6 pages). Retrieved from https://www.jstor.org/stable/10.1086/346254? seq=1#metadata_info_tab_contents

Krug, S. (December 24, 2013) Don’t Make Me Think, Revisited: A Common Sense Approach to Web Usability, Third Edition. Retrieved from: https://ce.safaribooksonline.com/book/web-design-and-development/9780133597271

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gskygroup · 7 years ago

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Mastery Journal Reflection - Effective Copywriting

As a person new to copywriting, I found this course to be quite challenging. For the class, Effective Copy Writing (MDM555) I was introduced to the importance of copy and how it is effectively used in business to impact a target audience. Copyright is a part of the design that is often overlooked, yet it is the most critical part of the design as it communicates the overall messaging and advertisement of the business. Without a cohesive message and copy the audience will be confused about what a company sells or promotes. Not only is copyright essential to print advertising but social media and website copy. Online businesses rely on a good copy to create engaging content that their audience will relate and respond too.

Personas Research

Targeted personas were created to highlight what a consumer looks like to better improve and understand how best to communicate to them. The target audience profiles were beneficial in identifying individuals who would be most susceptible to a Doctors of The World Advertising campaign. I think these profiles were useful in broadening my understanding of the target audience and how to reference and catalog them for further market researching. The fact that both individuals in the targeted personas were travelers, there experiences dealing with foreigner locals would be more relevant than individuals with limited to no travel abroad. These personas selected understand more of the hands-on problems people in economically depressed countries face, due to there type of travels.

Testimonial Sketches

First, I had to develop six testimonial sketches to brainstorm all the thoughts that I had to create a compelling message. The headlines selected were chosen to make a bold statement about an issue that affects all corners of the globe. The advocacy and human rights issue has become a boiling point throughout the world as global instability, war, and natural disaster effects billions of people. The six that were chosen were:

Medicine With No Boundaries - The sketch created highlights how Doctors of The World and its Army of volunteers are the first and the last on the scene during a disaster.

Remarkable Compassion - The sketch created highlights the compassion and advocacy of Doctors of The World towards the most vulnerable people during a disaster or war. They are an organization that works to build emergency and long-term healthcare infrastructure.

Power of Caring - The sketch created highlights the lengths Doctors of The World will go to advocating for Refugees and Migrants.

Humanity Lives In All of Us - The sketch created highlights how Doctors of The World fights to influence policies when it comes to global human rights, healthcare, and foreign aid.

Why Global Health Matters - The sketch created highlights how in America healthcare is politicized affecting woman and their reproductive systems.

Generational Health Care Changes Lives - The sketch created highlights how Generations of people are being affected due to lack of healthcare and education.

Initial Compositions

Final Compositions

Take Aways

During this class, I learned an in-depth understanding of how to create unique headline messaging that is relatability and clear. Through research, I was able to develop effective copy for my selected non-profit Doctors of The World. Using testimonial ads, I acted as a spokesperson creating advertisements that provided context and tone to influence their audience to action. This process included understanding how niche copy works and how it affects the customer's perception. After receiving feedback from my peers, the best copy taglines were selected to create an effective messaging campaign. A good copywriter must understand how to use copy hierarchy, taglines, and color to complement the chosen visuals through their content. Content is essential to the reflection of the brand's message through the use of tone, language, and relatability.

After understanding the use of effective copy in an advertisement, I learned the importance of creating value through the tone and language. Through effective research, a business can learn how to engage the target audience. This course taught how to identify a targeted audience using a tone that is clear and relatable to there needs. “Copywriters today are storytellers, conversation keepers, curators, and inventors. “As much as our communications are becoming electronic and ephemeral, the written word is still one of the chief ways that human beings communicate” (Lapedetino, 2013).

Since the audience's attention, spand is short the copy used must be impactful, memorable and niche. Copywriting is not about the company; it’s about the consumers and their needs. It gives the audience insight into the brand's mission, values, and desire to solve an issue. Overall, I think this course has shown me that there is much more to simple headlines and design. I believe that this copywriting course has a given me a solid grasp of both visual and verbal communication.

References

Felton, G. (20130805). Advertising: Concept and Copy (Third Edition), 3rd Edition. [VitalSource]. Retrieved from https://bookshelf.vitalsource.com/#/books/9780393733921/

Lapedetino, T. (2013). Designing Words: 10 Strategies to Understanding Copy. Retrieved April 08, 2016, from http://www.howdesign.com/design-career/on-the-job/conquer-writing-fears/

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