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Professional Practice April 2018

With each month throughout this entire design program, I could accomplish using a less conventional way of thinking, more so than I had ever done in my life. Most projects called for extensive research, iterations, exchange of ideas, critical feedback, writing and lots of encouragement to complete. As the last course in the MDMFA program, Professional Practice has allowed me to understand the importance of knowing to practice moral reasoning and ethics and further avoid legal confrontations. Essentially, understanding copyright and its purpose encouraged stronger skills in developing authenticity.

Here is a reflection of my experience throughout the program as an Experience Map. 

The theme for the project emphasized “Making Moves”  and allows viewers to connect with each up and down felt throughout the program all while making the literal transition from place to place.I have been through so many things all in the past year, yet to witness such blessings as I have all at the same time has been such a phenomenal transition in personal, intellectual, and physical growth. Moving forward in this career field, I can expect to use all the new skills obtained from each month beginning with personal development and emphasis on my writing skills.

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Presentation of Design Solutions  March 2018

Reflecting on this month’s work, it was understood how having a story to tell and knowing who the audience is can affect the outcome of a successful presentation. Much of the information covered within a time frame requires significant attention towards the desired reaction from the audience once their expectations are clear. Best (2006) and the authors of Stories That Move Mountains (2012), each agree on establishing who the audience is in preparing for a presentation has a huge impact on getting a message across successfully. It is clearly important because “Each person may require a different level of language, vocabulary, and formality” (Best, 2006). The use of the CAST model presented in Stories That Move Mountains supports this same idea in that the acronym uses Content, Audience, Story, and Tell as the main components to a successful presentation (Malik, 2012).

Three takeaways I would have to consider from the month overall are -

1.)  Knowing the audience is just as important to having relevant content and presenting a distinguished structure layout for order.

2.)  Preparing a good presentation involves time and dedication to provide a decent and well thought-out solution.

3.) Testing the effectiveness of the solution before final delivery of the presentation is always helpful to make necessary adjustments.

 Here is a portion of the thesis presentation submitted for the month. Each section of the thesis is presented as a learning outcome throughout the degree program along with its relevance to my success:

Connecting, Synthesizing, Transforming is the degree learning outcome, or DLO, that addresses the designer’s ability to research supportive practice and ideas from different sources in media design and connect them. With an emphasis on Best (2006) and Neumeier (2005), synthesizing the information together allowed a transformative action to take place creating the re-brand process for Rainy Day Toys (RDT).

The rebrand of RDT involved a new logo design and brand proposal submission which ‘zagged’ from competitors in the same field and position the brand to fulfill the mission to reach the target audience.

Innovative Thinking is another DLO of the degree program that focused on ways in which a project was completed by thinking beyond what is expected. The print ad displayed used a personification of the leaves from an orange tree. With this perspective, the viewer is invited into the subject’s existence and purpose with the organization. Evidence of innovation is shown by comparing the ad to another designer brand on the website page.

You can find the complete thesis here at my website presented by wix.com:

https://ldlewis5.wixsite.com/thesis-presentation

 References:

Best, K. (2006). Design Management [Safari Version]. Retrieved from http://ce.safaribooksonline.com/book/design/9782940439782

Malik, A., Sykes, M., & West, M. (2012). Stories that move mountains: Storytelling and visual design for persuasive presentations [Safari Version]. Retrieved from

http://ce.safaribooksonline.com/book/communications/presentations/9781118423998

Neumeier, M. (2005). The brand gap [Safari Version]. Retrieved from  http://ce.safaribooksonline.com/book/branding/0321348109

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Measuring Design Effectiveness February 2018

Questionnaire responses by day

Questionnaire style of questions displayed...

Statistical data for respondents... 

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Multi-Platform Delivery January 2018

This month’s focus on the journey to mastery began with defining what inspiration is and its importance to media designers. Scheuerer (n.d.) expressed on her Canva post regarding inspiration that too many influences, good or bad, “can leave [artists] feeling overwhelmed and uninspired”. Ironically, with research and timing that has come about for progress this month, Scheuerer’s statement has been precisely the outcome. As more opportunities became available for further exploration to expand on brand principles and goals, work that has been done to produce a successful brand name did not portray the brand in a way that was understood. Every alteration to previous designs or projects appeared to not represent the fictitious brand of RDT correctly, and as a result, pushed the likely hood of this brand succeeding in this direction slim to none.

To prevent further stress and keep the amount of will left to finish the program, it has been determined that more support and encouragement is required from within, no matter the pace. Many limitations came about over the last couple weeks of the month, even with the year starting off great. Remaining positive is key to look forward to success. Cabrera and Gladis (2013) reveal that when “[people] experience positive emotions…it leads to high-quality relationships at work, which are related to personal growth, creativity, motivation, and productivity”. Understanding this, it becomes easier to create artwork that allows designers to feel connected with their viewers and themselves.

Moving forward with the development of this brand, further research will be included sourced from what it takes to be a great designer and how some of the worst brand images become successful. Doing this will provide a visionary for the developing process not only for a great brand but to stand out amongst the rest as well.

References

Cabrera, B. and Gladis, S. (2013). How positivity leads to success. Retrieved 2018, January 24 from https://www.td.org/insights/how-positivity-leads-to-success.

Scheuerer, H. (n.d.). Feeding Creativity: How to find inspiration for your graphics. Retrieved from https://www.canva.com/learn/feeding-creativity-find-inspiration-graphics/

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Design Integration December 2017

For Design Integration, I was able to learn a significant amount of detail contributed towards brand development. As it should have been with my previous classes, I witnessed the feedback given to my peers from other peers and our instructor, and opened the ability for my work to be criticized in just the same way. For errors that I had not noticed on my colleague’s work to be addressed by someone else, helped me reconsider my own work on that topic in addition to the feedback already given to my own. Doing this, I could get double feedback for my brand revisions all while giving useful feedback to my peers as well.

Going into the month, I needed to revamp the Rainy Days Toys brand logo once again. After deciding on one style, it was still perceived as too cluttered. Understanding this and still wanting the brand attributes to be shown, I removed the logo’s book and window to make it more simplified. With the new logo created for the brand, I could now recreate the brand proposal presentation.

Goals for the presentation included connecting to the viewer by addressing the purpose of the brand and what it offers against competitors of the same field. Once it was finished, I was able to analyze what worked best visually for the brand and how I should change things that did not. Peer and instructor feedback on both the logo design and the proposal, focused on communicating the brand through narrative and verbal expression of the purpose and brand attributes, not just the visuals alone.

Essentially, this course has helped guide me on patience in brand deliverables even while facing deadlines.

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Design Strategies and Motivation September 2017

This month we were allowed to focus on the design process and explore the mindsets to create meaningful and effective designs as used by professional design creatives. With this, I was given the opportunity to revisit projects from earlier in the year and make adjustments for those projects using feedback from my instructors and peers, while observing the design process. I chose to redesign the Rainy Day Toys brand from the Brand Development course. Here are samples to the development of the old Rainy Day Toys logo design:

Typography choices 

Layout exploration 

Final Logo

By the end of the month, it was determined that the typography chosen lacked the ability to be transferable to stationary visuals and the logo also did not communicate the brand attributes as initially expected. From there, I chose to sketch new ideas to represent the brand fully. After developing these sketches and implementing peer feedback, it was followed by vector art for ones of potential brand representation.

Sketch Group#1

Sketch Group#2

Vector Art

After further peer and instructor review, there were a few adjustments made to explore the color palette and newest potential logo for the Rainy Day Toys Brand.

To reflect on the month overall, it was very informative for understanding the entire process of creating a logo from thinking of an idea and creating its prototype, empathizing with your client and target audience, as well as being optimistic. Moving forward, I will continue to develop the RDT brand by accepting and reviewing all critique and feedback that encourages this development, finalizing the logo choice down to one, and enhancing the rationale of each design decision for a clearer understanding of the brand’s initiatives and leading attributes.

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After the past couple of months behind not knowing what is next in store for my life, I’ve witnessed myself overcome mental barriers that seemed would never go away. I am truly amazed at where I am now, where I was, and where I aim to go next! This is the beginning of a new journey, and I am ready to discover what will unfold.

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Organizational Structures August 2017

Initially, in this course we were asked to create a logo that best resembled our brand created for the sea turtle awareness campaign from our Design Research course last month. Doing this gave me the opportunity to engage more with priority organization and evaluating every aspect of research given to me in order to create a successful logo, which also represented the brand and could mesh well visually with a promotional ad for the same campaign. Essentially, I made a few adjustments to branding goals for Jazz Jamboree in order to create a successful video advertisement in juncture with the same event and potential brand logo. Here are the initial sketches I created in the process:

I decided to use this as the final logo design:

To create a good motion graphic for the logo followed by a promotional video ad for the Jazz Jamboree concert, it was important for me to understand the different elements that go with creating such content. One topic in motion design is that of the 12 Principles of Animation. Professor James Pannafino described these 12 principles for modern designers with known wisdom from classic illustrators. In his research article (2015), Pannafino writes, “Understanding the grammar of what molds the craft and the reason why things are happening is key to creating a meaningful design”.  Designers must take into consideration how each sound piece should be placed over motion graphics to ensure the correct narrative is being expressed.

Overall, I’ve come to appreciate the different factors that build together in order to create a successful video in every aspect. Another important component to consider when delivering an engaging motion picture is sound. This element would include sound effects and music as important audio tracks for the entire piece. Including sound within a video piece allows the viewer to resonate with the information on the clip on a grand scale. Writer Evan Buist of Needajingle.com, expressed in his research that “With the advent of television, the ability to mix sound, music and language with images, colour and movement created an even more powerful memory bond” (Buist, 2014). Through his reasoning, designers and sound producers are given the opportunity to explore how well knit all three components combine to create a most intriguing product.

Moving forward with what I have learned, it is more easily relatable for me to understand what should be expected from different designs, motion elements and sound, which contribute to connecting with others on unique spectrums. I am more open to consider ways that will increase this connection point between creator and viewer, by increasing my research, exploring approaches from my peers and professional influencers, and following through with critique suggestions that open realms for successful change.

 References

Buist, E. (2014, July 1) Sound design, jingles and sound branding – The impact of audio. Retrieved from http://www.musicproducersforum.com/2014/07/01/sound-design-jingles-sound-branding-impact-audio/

Pannafino, J. (2015) 12 Basic principles of animation in motion design. Retrieved from http://www.howdesign.com/web-design-resources-technology/12-basic-principles-animation-motion-design/

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Design Research July 2017

This element of research is an essential segment to creating good web designs. Initially going into the class, I was required to research two existing, non-retail websites that are competitors to one another, and compare them. Doing this allowed me to see unique choices of design and layouts. While gaining a perspective of how to show narrative through a website, it was revealed to me the importance of the process to designing a beautiful website. The discovery, exploration, and implementation stages, are essential in ways that allow designers to prepare their ideas with construction and order.

Reading The Principles of Beautiful Web Design by authors Jason Beaird and James George, I learned that it is important to truly consider what is on the pages of a website in terms of its layout, and use of visuals. Steve Krug’s Don’t Make Me Think helped understand that if too much attention is used in the wrong direction, it can either be distracting or disheartening with the lack of content and beauty for the user. No webpage or site, should be too difficult to navigate or understand, and should engage the user as useful information that they did not have to try and figure out; it is simply given to them. My final project this month, geared towards endangered sea turtle awareness, is simple and to the point by allowing navigation directly to each page with necessary information to see with each click. Noted it is a fictitious concert event, but I could practice how to prepare a good website taking in each consideration of the user. I think in very literal terms, so taking the fundamental steps to draw and sketch out my ideas prior to illustration on the computer, helped simulate where everything should be placed.

Here are the moodboards I prepared before choosing an official theme for the concert.

When it came to choosing a Gospel, Rock or Jazz themed concert, I decided to go with a Jazz Jamboree for the final design composition, and official website.

Taking in critique from my classmates helped me see where I could benefit in using additional information in my research. In the reverse, I was able to examine my classmates’ perspective of the resources and how their approach to the project was created in ways that I had not thought about. For my design career in the future, I will allow myself to explore more ideas while sketching, before I hone in on a certain theme that could potentially have limited elements to itself. Considering the concepts of narration, design stages, and user experience expectations, I know to analyze all resources in multiple ways, and ask opinions on my ideas openly to make even more ideas become apparent.

 References

Beaird, J. and George J. (2014). The principles of beautiful web design [Safari Version].Retrieved from http://ce.safaribooksonline.com/book/web-design-and development/9781457174353

Krug, S. (2013). Don’t make me think [Safari Version]. Retrieved from http://ce.safaribooksonline.com/book/web-design-and-development/9780133597271/firstchapter

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Effective Copywriting June 2017

This month challenged my ability to write copy for ads that portray a voice relatable to target audiences for specific brands. From previous courses in the program, I was taught to develop thorough research for a potential client to develop a sincere knowledge of how best the brand will benefit from its future design or visual projects. Effective copywriting allowed me to really dive into what it means to research a brand, and put my findings to use.

 For good practice, I gained the opportunity to create a testimonial ad campaign for the Center for Ecoliteracy (CEL) in Berkeley, California. The purpose of my campaign was to promote awareness in CEL’s mission to encourage education for sustainable living. After I researched enough information on the non-profit org., I sketched a few concepts of awareness for CEL with what I learned on creating testimonial ads by means of creativity. George Felton is the author of Advertising Concept and Copy, and in the third edition he discusses how to be creative. In this chapter, he encourages effective ways to practice creativity with one such motive for testimonial ads is to ‘consider multiple points of view’. “What you’re selling becomes a different thing, depending on who’s looking and where from”, is Felton’s statement on how using different perspectives on one thing can create something new (Felton, 2013).

With this in mind, I was able to create three ads with different spokespersons who all had the same goal of awareness. The most interesting position for example, came from that of a small plant where in reality would not have been an actual perspective.

I then created two audience profiles who fit the ideal role in support of awareness in education for substantial living. Each profile is fictitious for educational and practice purposes, with different lifestyles portrayed to support the goal of the campaign.

  Three takeaways from this course would include:

 - Understanding consumer behavior, most importantly Robert Settle and Pamela Alreck’s 15 Catalog of Needs. This list of needs considers what consumers tend to buy or have the potential to use based on their needs of human nature.

 -Taking an idea and using other perspectives of that idea in a unique way, encourages motive for unique outcomes that are unlike to other ideas in the past. It also allows room for telling a story in a way that gains the interest of a target audience more spontaneously.

 -How something is said or seen in the audience’s eyes plays a huge role in whether the project at hand will be received. This pertains to the tone and voice of a campaign in which focus points could be lost if the words or visuals are not used in the correct way.

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Brand Development May 2017

Branding is a very small component of a company and yet, it is also a very large component of a company too. It helps promote a company as who they are and what they represent, and allows consumers to make a visual connection as to who the companies are as well. In essence, there are so many other elements that combine to make a company fully deliver on its mission to provide their services to consumers, that it makes it that much more important for designers and brand development teams to understand everything that their project company is. My class this month has opened my eyes to many different concepts that require further discovery to understand and use, that I have grown to appreciate the importance of research and what it offers.

Encouraging a brand to be visually developed with greater marketing potential is not achieved by one person alone. Most notably, senior management teams are assembled to help with producing better visual brand identities, and allow designers to come together to brainstorm for the next ‘big idea’ for a growing brand. Alina Wheeler draws attention to the maturity model for design management (Wheeler) in the 4th edition of Designing Brand Identity, to elaborate on structure in the brand development process. The model, developed by Cohen Miller Consulting, shows that “The design team’s level of growth is based on their ability to share knowledge through well- defined standards, training, and communication” (Wheeler, 2012). Essentially, becoming a part of a design team encourages team building skills, establishing creative thought exchanges amongst peers and professionals, and further gaining professional experience developing brands.

A great example of the maturity model is shown in Margo Chase’s excerpt and interview discussing the role of style guides in the developing process for a current brand. A style guide focuses on ‘dissecting’ the brand into its miniature elements to see what makes up the brand’s visual identity. Chase’s design team joined Starbuck’s maturity model by being the innovators of the bracket who are assigned to “serve as primary counsel to executive team and clients in developing branding initiatives” (Chase, 2008). Being a part of this design management team gives everyone the benefit from having worked in a group as a full design firm, whether being the innovators of the process, or of the external client’s company.

 Three take-aways I have gained from the class include: 

-Understanding the brand as simply a perception from the people. Being able to understand what will best benefit the brand and the consumer, from the consumer’s eyes, is what really shows a brand to be what it is– what they experience expresses what the brand represents to other consumers.

-Design management is most complex when considering what is most important for how clients can successfully portray their brand.

-It is important to be flexible and adaptable to change to understand a client and their demands easier, and to know the brand well enough to see their marketing flaws and where they can stand to improve in their business.  

References

Best, K. (2006). Design management. [Safari Version]. Retrieved from http://ce.safaribooksonline.com/book//9782940439782/knowledge/32?percentage=&reader=pf

Chase, M. (2008). Creative inspirations: style guides. Retrieved from https://www.lynda.com/Design-Documentaries-tutorials/Style-guides/685/38839-4.html

Wheeler, A. (2012). Designing brand identity: an essential guide for the whole branding team, 4th edition. John Wiley & Sons P&T. VitalBook file.

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Brand YOU Analysis

This review is presented to express myself as a brand acknowledging brand ideals, and how those are perceived of me through the eyes of others. Each section considers certain ideals of Lynnell and describes them the best way possible to represent how Lynnell will be a successful brand.

PART I

Authenticity – Lynnell demonstrates authenticity through her weird and quirky way of being that fits just right with her bright and curious personality. This authenticity stems from self-knowledge and the ability to address that self-knowledge in different ways.

Coherence – Lynnell demonstrates coherence by being a people person, likeable and easygoing. Coherence is important for being consistent throughout a brand so that others are familiar with the brand no matter the source of contact.

Sustainability – Lynnell demonstrates sustainability through her will to follow through and stand firm in what she values. With adaption, devotion and boldness, sustainability can be achieved and builds a sense of trust formed from social and professional encounters.

Meaning – Lynnell demonstrates meaning through her positivity and drive, which symbolize her originality and bright wit. This brand ideal defines the purpose or mission for the brands existence to keep thriving.

Commitment – Lynnell demonstrates commitment through her supportive nature, trustworthiness and dependability. Commitment helps to preserve the brand and encourages loyalty from its consumers as a result.

Vision – Lynnell demonstrates vision by seeing the details, being creative, and showing intrigue.  Vision is imagining what others cannot see and the tenacity to deliver what they believe is possible.

 PART II

Overall, how does your blend of brand ideals relate to Marty Neumeier’s 17-step process?

I believe these brand ideals combine to express exactly who I am, what I do, and how others perceive me in speech, and in my actions. “The key is to craft those experiences so they create delight for the people who determine the meaning and value of your brand--your customers” (Neumeier, 2007). Neumeier is describing what makes a brand, revolves around how that brand is accepted by its consumers. If I continue to improve my work ethics and sociability with these ideals in mind, brand Lynnell will succeed.

Referencing Neumeier and your personal and professional brand as perceived by others, what is your “onliness statement?” 

Lynnell Lewis is the only design consultant who develops creative illustrative imagery with visual elements through digital formats and styles.

“If you’re going to be a brand, you’ve got to become relentlessly focused on what you do that adds value, that you’re proud of, and most important, that you can shamelessly take credit for” (Peters, 1997).

“Brand expression must be appropriate to the organization’s unique mission, history, culture, values, and personality” (Wheeler, 2013).

Both quotes from authors Tom Peters and Alina Wheeler, are describing elements of brand ideals to ensure an inspired innovator creates a successful brand. Authenticity, coherence, and sustainability are just three of my own brand ideals that define the backbone to leading brands today.

 PART III

AUTHENTICITY

In the most general way to describe and consider, while Twix may be a part of the Mars brand, to help derive each candy bar from one another, they have very distinct differences that are found within the chocolate consumption itself. From the color scheme on the outside of the wrapper, to their separate content within the package, the two candy bars are branded in competition with one another. Shown in this way, the Twix candy bars are immersed together that express a form of unity, with its golden red tribe of intrigue. The Mars bar that is singled out and alone, is zagged not only in being isolated, but also in its dark and rich glow that stands bold on its surface.

one-against-all-1735568__480 (Munchen, 2016)

COHERENCE

This stair case flows effortlessly downward into was seems like never ending and abyss. The consistency with each step down and complimenting swirled railing, holds the same importance throughout brands to exhibit continuity within their company. Each source of contact for the brand should hold the same experience of the brand even if the customer is not at the company’s geographic location.

stairs-8443__480 (Braxmeier, 2011)

SUSTAINABILITY

A linked chain can withstand many obstacles and tension that is up against it. Alina Wheeler thoughtfully defined brand architecture as “..the marketing of any new product or service facilitated by an overarching logic to anticipate the future that is durable and flexible” (Wheeler, 2013). In this quote, Wheeler was referring to this term with the four brand ideals, flexibility, durability, meaning, and vision, to instill the importance of a structured company that can last and be held up against any test.

chain-690088_1280 (Unsplash, 2015)

References

Braxmeier, H. (2011). Stairs. [Online Image]. Retrieved May 2, 2017, from https://pixabay.com/en/stairs-spiral-staircase-emergence-8443/

Munchen, A. (2016). One against all. [Online Image]. Retrieved May 3, 2017, from https://pixabay.com/en/one-against-all-symbolic-candy-bar-1735568/

Neumeier, M. (2007). Zag: the number-one strategy of high-performance brands [Safari Version]. Retrieved from  http://ce.safaribooksonline.com/book/branding/0321426770

Peters, T. (1997). The brand called you. Fast Company. Retrieved from http://www.fastcompany.com/28905/brand-called-you

Unsplash (2015). Chain link. [Online Image]. Retrieved May 3, 2017, from https://pixabay.com/en/chain-link-metal-strong-connect-690088/

Wheeler, A. (2013). Designing brand identity. Hoboken, NJ: John Wiley & Sons, Inc. Retrieved from VitalSource Bookshelf file.

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This to me is courageously inspiring all due to so many scenarios in my life that has resorted to my setbacks or moving forward in my life. So long as I stay encouraged, committed, and willing, I know that I can finish whatever I begin. No matter how long it takes.

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Lynnell on Behance

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Defining Client Needs February 2017

For our final project in the course Defining Client Needs, I was required to create three posters of different genre types, that would advertise a Romeo and Juliet performance. For assignment purposes, the event does not exist, however, it was designed to allow my fellow classmates and I the ability to work with certain freedoms and restrictions as practice to design work for potential clients. The experience has been an amazing opportunity that will help me grow on my mastery journey, and for that I look forward to obtaining more knowledge in the field. 

Three take-aways I have gained from the class include: 

-the importance of the client's wants and expectations, and my ability as a designer to fulfill those wishes while properly using designer rules for typography, color and contrast, hierarchy, and relativity.

-the importance of effective communication with feedback from sketches and rough drafts can be key steps to obtaining a great final product for your client, while also allowing your own skills and creativity to be expressed within the work.

-the importance of research on each side of the project, starting with the client’s company or idea and its purpose, followed with information relating to the client’s goals that have been created in unique forms by other artists.

References

Adams, S. (2013, October 31). Retrieved February 20, 2017, from https://www.lynda.com/Design-tutorials/Foundations-Layout-Composition/135095-2.html

Chase, M. (2008, September 04). Retrieved February 20, 2017, from https://www.lynda.com/Typography-tutorials/margochasegraphicdesigner/685-2.html

French, N. (2009, March 13). Retrieved February 23, 2017, from https://www.lynda.com/Illustrator-tutorials/designing-an-event-poster-hands-on-workshop/741-2.html

O'Grady, J. V., & O'Grady, K. V. (2009). A Designer’s Research Manual: Succeed in design by knowing your clients and what they really need. Retrieved February 20, 2017.

Saltz, I. (2013, February 01). Retrieved February 3, 2017, from https://www.lynda.com/Design-Typography-tutorials/Foundations-Typography/106698-2.html

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Final Project: Romeo and Juliet

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Final Project: Romeo and Juliet