Master of Fine Arts Thesis Project Process
Client: Greener Day Toys
The design process is represented here.
Onlyness Statement v1.0
Greener Day Toys is the only children’s toy online retailer that provides sustainably sourced toys like the ones parents grew up playing with. Greener Day Toys loves to serve adventuring outdoorsy families. Bring nature indoors with Greener Day Toys that last longer, are clean without phthalates and microplastics, and biodegrade instead of cluttering up landfills.
The client needed a statement that would set it apart from other brands. This could have been done through a comparative analysis with other brands, but an onlyness statement is more direct - a distillation of the unique characteristics of Greener Day Toys. An onlyness statement is a succinct combination of the elements that were provided in the creative brief. To achieve succinctness, decisions were made on things to include or disclude based on the relative perceived importance of each component. That is, the most compelling product-based reason would be included over a less-compelling one - such as the toys lasting longer and being clean of phthalates; and likewise with the most compelling consumer-based reason - such as providing toys that are like the ones parents played with.
Onlyness Statement v2.0
Greener Day Toys is the only toy manufacturer and online retailer from Madison, WI that exclusively sells sustainably crafted toys. We’ve selected toys that children love while letting their parents rest easy in the knowledge that all Greener Day Toys play well with the environment. When toys don’t meet our expectations, we build our own, prioritizing materials grown in the great northern woods around our home in Madison, WI.
At the time the second version was created, this was the rationale: an onlyness statement sets apart a business, product, or service from competitors. This statement should apply ‘only’ to the business, product, or service and no other competitor should be able to claim it. Here, the focus is on the environmentally friendly aspect of the business along with the fact that the business is based in Madison, WI. One way to approach crafting an onlyness statement is by thinking about the different facets of the business as a funnel. There are perhaps millions of online retailers, but only a few of them sell exclusively toys, and fewer still sell sustainably-sourced toys. A small subset of them also make their own toys, but only one within that subset is based in Madison, WI. This onlyness statement was polished by the designer from the previous week’s assignment.
Voice / Tone / Theme
Theme v1.0
Earth-conscious play
This theme was created from the creative brief and only after the second version of the onlyness statement was crafted. At the time, the thinking was that an onlyness statement that is produced using the funnel theory will require a theme to further hone down into the brand’s identity. The theme defines the essential elements of the brand identity. While all aspects of an onlyness statement set the brand apart, a theme essentializes the onlyness statement so that it can act as an easier guide for the designer. Here, the theme of ‘earth-conscious play’ is a distillation from the onlyness statement. Though the theme need not always be such a one-to-one fit with the onlyness statement, here it is successful because they play well together.
Taglines v1.0
Play with your eco-friends
Building greener blocks
Toys for totally green tots
Taglines are clever phrases that say something about the brand’s personality while promising to meet a need of the target audience. The tagline ‘play with your eco-friends’ is a play on the word ‘eco-friendly’, and paints a picture for parents of their kid enjoying these toys with others, while keeping out any feelings of shame or guilt for buying toys that are not eco-friendly. The second tagline, ‘building greener blocks’ is a statement about Greener Day Toys as a green manufacturer, but also a statement about what Greener Day Toys sells with the wordplay of the phrase ‘building blocks’. Finally, ‘toys for totally green tots’ is a play on the phrase ‘toys for tots’, adding in the ‘totally green’ phrase to illustrate that these toys are eco-friendly.
Positioning Statement (Narrative)
First Draft: You get home from an outing to the park, dazed from the cold air and sunshine. Your four-year-old played hard. You help him take off his jacket and shoes, then walk with him towards the kitchen. He starts quietly playing with his tiny wooden kitchen set next to the sofa while you put on a cup of coffee to warm up and perk up. He puts on a tiny kettle and starts making you a three-course meal of green luscious-looking wooden broccoli cut in half but connected with a magnet, a steak the color of a red barn, and eggs made from painted white and yellow wood circles put one inside the other. He sets plates and wooden ware on his little play table and invites you to sit and eat his feast. He takes a ‘bite’, touching the non-toxic painted wooden toys to his lips and pretending to chew. Later when he is in bed, you go to the Greener Day Toys online store and buy more wooden broccoli and some asparagus for the next meal. You feel good knowing that all Greener Day Toys are sourced sustainably from down the road in Madison, WI, and won’t clutter landfills for generations when your little one is done with them. He’ll remember days like this, and you will always cherish these memories.
A positioning statement is a short story or narrative about the end user experiencing the business/product/service. It was chosen to be a creative writing exercise that was guided by all the information gathered thus far, paying special attention to the onlyness statement and the theme. According to Ricardo de Oliveira Junior, et al (2022), there are three positive things that a story can do for a brand, “[f]irst, storytelling stimulates the consumer's identification with the brand. Second, storytelling allows consumers to experience emotional value. Third, storytelling supports engagement behaviors.” Writing from the perspective of the parent was a deliberate choice because the children who play with Greener Day Toys are too young to have much input into the toys their parents/aunts/uncles/grandparents/friends buy for them. The story increases parent identification with the brand. The story further aligns the audience with acts of imaginative play, which are empathic acts of co-creation. This in turn pulls the audience in on an emotional level. The broccoli in the story is lifelike not only because the parent is imagining it to be real broccoli, but also because it is a great product. The message is that Greener Day Toys sells great products that are also sustainable, from Madison, WI, and that will make kids and parents happy. The short story connects parents to the Greener Day Toys brand.
Look / Feel
Taglines v2.0
Sustainably Nostalgic
A theme ties together the disparate elements of a design, and guides further thought of the designer. Further design choices will be made in a way that incorporates the theme. Here, the theme was refined from ‘Nostalgic by Nature’ to ‘Naturally Nostalgic’ and then finally ‘Sustainably Nostalgic’. As a result of the theme, the audience will be aware that being green is both new and old. The old way of being green was living from the land, but the amount of driving and footprint of services that rural life requires has made it a choice that is far less efficient. Now, a way to be green is through being a conscientious consumer; to consume ethically, efficiently, and sustainably. When it comes to nostalgia, then, it must be green nostalgia. People are not nostalgic for a return to 1970s emission standards or toxic chemical processes, but a return to their childhood, to laying in green grass and watching the clouds go by. The word ‘nostalgia’, then, is aspirational. Parents want to maximize the amount of great and memorable experiences that their children have during childhood. Parents remember playing with toys that had a certain character, smell, and feel, and that looked a certain way. In focusing on nostalgia, the brand will be bringing up wonderful memories, so that parents can make sure that by buying these toys their own children will also make wonderful memories.
Typography v1.0
Heading: Trade Gothic Next Lt Pro
Subheading: Annai MD Regular
Body Copy: Helvetica light
Typography is the study of the shape of letters. Typography is important for a design because each typeface has a different character. A typeface is used to impart emotional messages to the reader (Fussell, 2020). Here, all three typefaces are sans-serif, because the script needed to be both easier to read than a script or decorative typeface, and less formal than a serif typeface. Ease of reading and avoiding formality were important to invoke childhood, a time when people typically learn to read. A low-weight font was chosen for headings because it is economical - a big gaudy heading is not in line with the theme ‘sustainably nostalgic’. The subheading was chosen to look almost as if it were written by the hand of a child. Helvetica was chosen for the body copy because it is one of the most easily read sans-serif fonts, and it is classic. Furthermore, Greener Day Toys is a startup, so the use of such a classic typeface as Helvetica lends credibility to the brand.
Color v1.0
Green: R131G173B163, C51M19Y37K0
Purple: R163G140B170, C38M46Y19K0
Yellow: R223G197B172, C9M20Y48K0
Color is an incredibly important component of design because colors prime the emotional register of the viewer, subtly telling the audience how the brand feels. The violet color is a connection to the state of Wisconsin’s designated flower, the common blue violet. Yellow was chosen to reflect the word ‘Day’ in ‘Greener Day Toys’. While the yellow here is not a sunshine yellow, it still invokes daylight, and also friendship. Green was chosen to reflect the ‘Greener’ part of ‘Greener Day Toys’. All three colors are a bit more muted and dusty, to look more nostalgic, but also to reflect what customers expect in a more green company.
Line v1.0
The choice of line type is important for designers because lines instantly convey the character of the brand. A squiggly brand is different from a boxy one. Straight flat lines were chosen because they stretch from horizon to horizon as if the new day is dawning. This is an homage to nature and childhood newness. Wavy lines were chosen for their silliness, which is an homage to imaginative play that is common during childhood and an important part of development.
Patterns v1.0
Polka Dots
Patterns convey more information to the audience about the brand. A flannel pattern conveys a different message from a polka dot. In this case, polka dots were chosen because they represent innocence and sweetness. Polka Dots are also nostalgic because they were high fashion in the 1950s and 1960s, being associated with Minnie Mouse and Marilyn Monroe (Adhav, 2020).
Shape v1.0
Acorn
Wood Violet
Tree Ring wood cut
The shape is important in design because it gives the audience more visual information. A simple shape is useful to show simplicity, economy, or value in the brand, while a complex shape is used to show sophistication, handwork, expertise, or complexity in the brand. Here, a round wood block is used to show simplicity. Nothing is more simple than a circle, and yet the circle has rough edges, which shows the interesting visual information that this brand has some complexity, too. Wood violets are used as another shape. These are almost like stars or butterflies. They are mostly symmetrical but have some variation, showing that the brand produces unique products, but does it beautifully. An oak twig holding two acorns and a leaf is a complex shape that looks almost like the suit ‘clubs’ on a playing card. The edges are soft. So, while the shape speaks of expertise at the brand, it softens into value. The products are supposed to last as long as an oak tree.
Textures v1.0
Hardwoods
Wood violet cluster
Textures can relay information about a brand that encourages customers to reach out and touch the brand to see how it feels. Here, stacked wood was chosen to show the sustainability aspect of the brand, the unevenness of the wood stack shows quality without mimicry. A smooth block cut of wood is another texture. Looking at it, the audience will feel smoothness and will want to run their hand on it. The subtle message is that they will want to hold these toys in their hands. The final texture is a picture of flowers of two different types. The flowers convey a very soft silkiness as if the audience can trust this brand with their children.
Vision Board
Vision Board v1.0
A Vision Board provides the roadmap for further design decisions. This is a good deliverable with which a designer can solicit feedback from the company.
At this stage in the process, the onlyness statement was finalized. The onlyness statement on this deliverable is much shorter than the first two options because space was limited. This constraint resulted in a better onlyness statement overall, because as Bowers (n.d., title) argues, “constraints are not restraints - they stoke creativity.”
In the top left, the first logo also appears as an amoeba-like violet wildflower character. This began as a doodle and was supported by some ad hoc market research; children were asked how to improve a doodle design and came up with this particular doodle that incorporated the flower's anatomy - a stamen or pistil - that also could look like eyes and a mouth. The friendly flower is almost waving at the audience, drawing them in.
Onlyness Statement Finalized
"Greener Day Toys is the only toy manufacturer and online retailer from Madison Wisconsin exclusively selling crafted toys that kids love to play with and that play well with the environment."
This final version was more streamlined than either of the previous versions. The first and second versions focused more on the target audience than on the business itself. The final version introduces the business to the audience without trying to hypothesize about what the audience wants. This is more successful because it gets right to the point in a matter-of-fact way. As the creator of the onlyness statement framework, Marty Neumeier (n.d., What Makes Your Brand The “Only” In Its Category? Section), stated: “One way to approach it is to think about why your brand matters. At Liquid, we take our clients through a series of steps to discover what makes them the only, which is nothing less than a journey to the core of their business. Remember, you can’t advertise your way to onlyness—you have to start with it.”
Attributes & Keywords
Attributes
A mind map is a great tool to associate concepts and words that apply to the brand. It is a brainstorming tool that expands outward from the central concept through the use of the adjacent possible. As Björneborn (2020, Second Paragraph) stated, “[a]djacent, i.e., nearby, possibilities constantly emerge in a multitude of settings for a multitude of entities. When these possibilities are explored, yet new possibilities emerge…. The concept of the ‘adjacent possible’ is useful for understanding how new possibilities emerge, and how they are constrained, discovered, explored, actualized, developed, reconfigured, designed, and so on, in an interplay between what is actual and what is possible for specific entities in specific settings.”
Keywords
Logo Development Process
30 Brainstormed Logo Ideas
A brand logo “is a symbol, a graphic and visual sign which plays an important role into [sic] the communication structure of a company” (Adîr, 2012, 650). According to Adîr (2012, 651), the hallmarks of a good logo are legibility, coherence, adaptability, reproducibility, memorability, timelessness, and simplicity. These attributes should be present in every good logo. Machado (2015) found that “naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, [their] research indicates that, within natural logos, organic designs are favored over cultural designs.” With these guiding principles in mind, designs were crafted with pencil on paper for the Madison, WI toymaker and retailer, Greener Day Toys.
Choosing Six Options for Investigation
The six strongest of the 30 Logo Ideas were chosen for further study and analysis, including the Caterpillar design No. 19, the Seasonal Toys design No. 14, the Wood Violet design no. 3, the Fishing Pole design no. 5, and the Woodland Creatures design No. 6. This process was partially a process of elimination, with the weakest designs crossed off immediately. In all cases, designs were checked for: an organic look or feel, to draw the audience in; a graphic nature, so that the design would look great on t-shirts and other media; relevance to the creative brief, so that the design would accurately represent the brand, and; fractal intricacy, so that the design was not overly complicated and was coherent from a distance and from up close.
Re-interating the Six
The six strongest designs were manipulated and re-iterated on paper with a pencil. Iterating through different versions of the same design allows for a winnowing down into the essence of the design, with unsuccessful elements left off and successful elements moved and played with. A piece of paper is a beach, with castles built from good ideas and the bad ideas washed away by the waves.
Logo Color Palette Finalized
For the final color palette, a fourth color was incorporated. Blue was required by the logo, which without blue would have had three colors for four petals - each with a different story. In keeping with the theme, the blue that was chosen is another dusty and muted color. The colors tell a story. Greener Day Toys is green like the friendly plants in the garden, yellow like the warmth of a sunny day, grayish blue like the feathers of a blue jay, and violet like the tiny flowers on the forest floor near Madison, WI. Again, storytelling - even about branding color decisions - draws the audience in and increases engagement with the brand.
Logo Concept Finalized
Two Logo Concept Finalists
Of the six options, the two strongest were selected for further analysis and iteration using Adobe Illustrator. These were chosen because they were interesting, iconic, and conveyed important information about the brand.
These logo options are an integral aspect of the overall branding of the new toy company. A logo is important because it: 1) reveals your identity, 2) invites new customers to get to know you, 3) distinguishes you from the competition, 4) facilitates brand loyalty, and 5) can be anywhere (Decker, 2017). Here, Greener Day Toys is a new and energetic company that needs a full brand package with a great logo to give the company a running start with its audience. However, given that Greener Day Toys relies so heavily on nostalgia, the goal is not to brand the company as a new company, but rather to brand the company as if it has been around for decades. A truly iconic logo is required. To wade through the design choices adequately, a black/white color scheme was initially adopted to test for visual comprehensibility, before moving on to incorporating color (Baldowski, 2023).
The first logo invokes Wisconsin’s wood violets, which is a flower that grows along the forest floor in Greener Day Toys’ home state. The petals are shaped partway between a raindrop and a flower while keeping in mind the polka dots referenced from the vision board. Soft edges were required to reflect the idealized gentle sweetness of children. An oval shape is more magical and creative - “[c]ircles, ovals and ellipses tend to project a positive emotional message. Using a circle in a logo can suggest community, friendship, love, relationships and unity” (Carson, 2022, Section 01). The typeface has “soft, rounded letters [to] give a youthful appeal” (Carson, 2022, Section 01). The simplicity of this logo makes it iconic. This logo is reminiscent of the Hape logo.
The fishing rod logo was chosen and refined in Adobe Illustrator as a separate option from the wood violet. The Fishing rod is a wooden toy with a magnet attached to the end of a line. The magnet is attached to a wooden toy cloud. This logo tells a dynamic story using simple elements. The audience places themselves in the story, holding the fishing rod, and then having the power to make rainy days go away by lifting the clouds away. All lines and types in this design end in rounded edges to maintain the softness and gentle nature of the brand. This logo is reminiscent of the Dreamworks logo.
Final Logo Concept Chosen
The Wood Violet was chosen for its versatility and recognizability. The four colors were incorporated into the logo. A sun was chosen to show ‘day’, the grass chosen to represent ‘greener’, the clouds were chosen as a juxtaposition to the sun to reinforce ‘day’, and so was the rainbow - as the rainbow comes out when the clouds clear and the rain is gone. The logo is not necessarily about toys, but it does convey the emotional information of the brand.
The first version was tightened-up, with the words brought more in line with the logo above it. Sun rays were thickened and negative space was incorporated into the rainbow.
Typography Finalized
Typography was changed to the final version that used Domus Titling Bold for the header, Domus Titling Medium for the subheader, and Helvetica Light for the body copy. The only change was to jettison the previous subheader in favor of one that is closer to the header. This was to make the branding more seamless and consistent and include typography that matched the softness and innocence of children playing quietly.
Brand Voice - The Innocent
The 12 Business Archetypes
After brainstorming and designing, it was discovered that some of the keywords that apply to Greener Day Toys are nostalgia, softness, groundedness, and wonder. According to Cass and Martin (2019), a brand can take on an archetype that allows it to connect with its audience on a more emotional level. These keywords were important guideposts to finding the archetype that applies to Greener Day Toys.
The Innocent Archetype Is Chosen
Greener Day Toys is the innocent archetype. This archetype fits because of the association of the brand with children of a very young age, and the joys of childhood. Innocents value simplicity, elegance, and purity. They are optimistic, humble, and honest. The Innocent looks at the big wide world with wonder and awe. The innocent will notice the little things and put them in their pocket for later. They love to wiggle and dance and run around in circles before collapsing on the ground - just to feel new ways of experiencing the world.
The Brand Story in the Innocent Voice
“Greener Day Toys is a new company. We are growing up really fast between two lakes that we love to swim in, nestled in the great green forests near Madison, WI. We want to run through the trees, smell the moss, pick the tiny pretty flowers, and protect the forests we love by making and selling only sustainably-made toys. The wood for our toys comes from the birch trees with white paper bark, and the maple trees that give us maple syrup for pancakes. We plant new trees where the old ones were cut, so that our forests stay healthy. Old wooden toys are our favorites - when it looks like it was made with love and care by elves in Santa’s Workshop, that’s a toy we want to share with all the other kids. So we decided to build the toys that we love and share them with you!”
Vision Board Finalized
The vision board was revised to incorporate all of the elements that had to that point been finalized, including the addition of the blue color, and the new logo design. It is important to update deliverables as the elements change.
Theme Finalized
‘Sustainably Nostalgic’ is too intellectual for the brand archetype of the innocent. To make the theme softer and more youthful, and to capture the wisdom of the grandparents filling the easter baskets, the theme was changed to ‘Renewed Wonder’.
Brand Marketing Assets
30-Second Radio Advertisement
Greener Day Toys Radio Commercial Script: "Remember the rainy days when you splashed in puddles and then ran inside to warm up? You played with your toys while waiting for hot cocoa, building castles from blocks and knocking them down with earth-shattering fights between knights and dragons. Greener Day Toys is bringing those days back. And, all our toys are wonderfully made with sustainable and non-toxic materials, so you can feel safe - protecting your child’s imagination. Go online to see our store at Greener Day Toys dot com."
The radio advertisement relied heavily on the new theme and tagline of ‘renewed wonder’, by sampling a song by M83 called “Raconte moi un histoire”. This song features a child telling a story about a frog, along with soaring harmonies, that together capture a feeling of childhood wonder. The narrator’s voice is deliberately soft and welcoming, without being too breathy. The script is written to crisply move the story along, and let the audience fill in the gaps with their own imagination.
The revisions of the visuals were established for a thumbnail that would remain the visual throughout the duration of the radio ad audio.
Logo Animation
Logo Animation - the letters were to grow up from the ground, like grass. Once the words are in place, the wood violet flower logo grows up out of the words and into place. The sound is homemade, from a home keyboard. The sound was created while the logo was being animated, and the two influenced each other in timing and movement.
Logo Finalized
This is the final version of the logo, which required a surprising amount of work. Where the old logo had complicated shapes that were combined and then masked behind the flowers, the new logo is far cleaner, without any combined shapes or masking. The flower petals were moved closer together. The choice to make the logo more streamlined is something a company would appreciate when they go to disseminate their logo. The choice to move the petals closer together was stylistic, but also more clearly defines the negative space in the center as a circle.
Letterhead Finalized
The letterhead design relies on a polka dot texture - a style that associates closely with childhood. The logo was used to represent the brand.
Patterns Finalized
The Cloud Pattern takes the cloud shape from the final revision of the Greener Day Toys flower logo top right cloud and repeats it in a pattern. The effects were slightly randomized so that the clouds look like they are floating across the page.
The Polka Dot pattern was finalized, with two different-sized dots. The different sizes and low amount of space between the dots make the pattern interesting for the eye.
Instagram
Instagram was chosen to reach parents, but not exactly grandparents, with the largest cohort of users by age on Instagram in the 25-34 year cohort at 27.7% (Dixon, 2023b). Grandparents, over 55, represent only 11.5% of Instagram users.
The images were chosen from the bevy of images that were already approved in prior decisions. The logo without the words was chosen because ‘Greener Day Toys’ will be displayed in the username.
Facebook
Facebook was chosen to reach parents and grandparents. The largest cohort of users by age on Facebook is the 25-34-year-old cohort (Dixon, 2023a), which coincides with parenting age. 55+ is another 22.2% (Dixon, 2023a), which is grandparent age.
The header is an image of a child playing with wooden toys, along with the signature polka dots of the brand.
Billboard
A Billboard was created, incorporating the look and feel of the brand. On billboards, the elements need to be large enough that a person can read them while driving by at 70 mph. The look and feel of the brand needs to be imparted in split seconds. The child playing with wooden toys shows what the brand is about - renewed wonder. The tagline and website were included so the audience knows where to go to find out more.
Brand Marketing Assets
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Baldowski, A. (2023). MDM620-O: 3.4 Case Study. Full Sail University Online. https://online.fullsail.edu/class_sections/164152/modules/557271/activities/3255017
Bowers, M. (n.d.). Design Constraints Are Not Restraints – They Stoke Creativity. Toptal.
Björneborn, L. (2020). Adjacent possible, In V. P Glaveanu (Ed.), The Palgrave encyclopedia of the Possible (pp. 1-12). Springer. https://doi.org/10.1007/978-3-319-98390-5_100-1
Carson, N. & Christie, M. (2022, March 20). How to Craft a Powerful Logo Shape. Creative Bloq. https://www.creativebloq.com/logo-design/psychology-logo-shapes-8133918
Decker, C. (2017). The Importance of a Logo - 5 Reasons You Must Have One. 99Designs. https://99designs.com/blog/tips/logo-importance/
Dixon, S. (2023a). Share of Facebook users in the United States as of March 2023, by age group [graph]. https://www.statista.com/statistics/187549/facebook-distribution-of-users-age-group-usa/
Dixon, S. (2023b). Share of Instagram users in the United States as of March 2023, by age group [graph]. https://www.statista.com/statistics/398166/us-instagram-user-age-distribution/
DreamWorks Animation SKG for DreamWorks Animation (n.d.). DreamWorks Logo [Logo]. https://en.wikipedia.org/wiki/DreamWorks_Animation#/media/File:DreamWorks_Animation_SKG_logo_with_fishing_boy.svg
Fussell, G. (2023, February 16). The Psychology of Fonts (Fonts that Evoke Emotion). EnvatoTuts+. https://design.tutsplus.com/articles/the-psychology-of-fonts--cms-34943
Hape Holding AG. Hape Logo [Logo]. (n.d.). https://toys.hape.com/
Machado, J.C., de Carvalho, L.V., Torres, A. and Costa, P. (2015). Brand logo design: examining consumer response to naturalness. Journal of Product & Brand Management, 24(1), pp. 78-87. https://doi.org/10.1108/JPBM-05-2014-0609
Neumeier, M. (n.d.). The Onlyness Test. MartyNeumeier. https://www.martyneumeier.com/the-onlyness-test
Ricardo de Oliveira Júnior, J., Limongi, R., Marc Lim, W., Eastman, J., Kumar, S. (2022). A story to sell: The influence of storytelling on consumers' purchasing behavior. Psychology & Marketing, 40(2), 239-261. https://doi.org/10.1002/mar.21758
Speigel, J., (2013, October 29). The Pixar Perspective on The Pixar Moment in ‘Up’. The Pixar Times. https://pixartimes.com/2013/10/29/the-pixar-perspective-on-the-pixar-moment-in-up/
