Thesis Presentation
The Masters in Media Design course has raised the standards of my profession, Graphic Designer/Illustrator by culminating in the development and creation of an online thesis presentation project consisting of the various different projects that have been created throughout the course. This thesis presentation will be presented to a panel of various artists, industry leaders, and professionals. The thesis presentation covers the following four Degree Learning Objectives (DLO’s):
1. Connecting, Synthesizing and Transforming
2. Solving Problems
3. Innovative Thinking
4. Acquiring Competencies
Connecting, Synthesizing, Transforming
National Fallen Firefighter Foundation
I chose to use the National Fallen Firefighter Foundation for the testimonial ad campaign. This organization is invaluable to the thousands of fallen firefighter families and loved ones who are left behind after a tragedy. The foundation’s magazine ads were in need of an overhaul and facelift. The new ad campaign was designed to reach out to viewers, and most of all, to retain viewers, donors and supporters. The campaign was designed to tap into the target audience/viewers emotions and feelings. The initial campaign testimonial ads scratched the surface of being able to grab the viewers the emotions. The message was there but initially there were issues with images, type face, text and fonts. From helpful suggestions and critique from fellow classmates and faculty, several of the components were revised and changed in a few rounds of revisions. In the end, numerous changes helped to make the campaign ads evolve and morph into a campaign ad that had the “wow” affect. The changes often were subtle, such as a drop shadow on the text. Different fonts were used and applied until one was found from extensive research that seemed to fit the overall theme of the campaign. Images were blurred and softened to have a more emotional pull to emphasize the tragic conditions that first responders often find themselves in. Graphic elements and text were changed around, images were swapped out and laid out differently, etc. The whole concept was to create in the end an ad campaign that was poignant and direct. Each testimonial ad was created to tie together with one common goal – to garner the emotional and financial support through the different elements (images, text, etc.) of the ads. The ads were improved with the copywriting, image rationale and composition changes to create a more cohesive and innovative design to deliver the message to the target audience with more power, emotion and more eye-popping layout.
Final Designs
These final designs were created to connect fellow fire fighters and anyone whose life was touched by the action of a fire fighter. The testimonial ads were created to synthesize the emotions that come with being a firefighter and then convey those feelings with the viewers. The designs also created a trademark for the foundation with the black band that was in each of the ads that could be used in other collateral and marketing materials. The layout and design was meant to change the way any viewer would feel towards a firefighter and ultimately, attract and retain supporters and donors.
Initial Designs
A Firefighter Story
"On September 12, 2001 and for several days following Brother Steve worked 12-hour shifts alongside other firefighters digging and sifting through the rubble from the World Trade Center looking for survivors. "Very few photographs and no interviews exist because he declined them. He wasn't there for the publicity." Buscemi remained tight lipped at the time, doing what he could to stay out of the limelight for the brave action. When it was revealed three years ago, the actor spoke out about his efforts and described it as "a privilege". He said: "It was a privilege to be able to do it. It was great to connect with the firehouse I used to work with and with some of the guys I worked alongside. "And it was enormously helpful for me because while I was working, I didn’t really think about it as much, feel it as much."
Solving Problems
In this brand presentation, a small toy company, Rain Day Toys was looking to change their brand logo to keep up with current viewers and customers. The company wanted to retain their authentic product and their core values to create toys that would ignite the imaginations of the children who played with them and excite the adults that bought them. The company focused on creating high quality wooden toys with play value. The play on words with the company name, Rainy Day Toys refers to a time in the past when toys were designed to be played with inside when outside was not possible. The wooden toys concept refers back to a time when digital and electronic devices were not even developed. The goal of the presentation was to sell the client on the concept of how to change the branding, logo and advertising to entice and attract new customers. The logo was developed to enhance the images of the toys and play upon the wording in the company name, Rainy Day Toys. A whimsical duck and an umbrella incorporated with an actual wooden toy was developed along with different logo applications. After an initial presentation, suggestions and critique were solicited from classmates, Design Committee and faculty. Many offered invaluable suggestions and observations of the presentation. Taking many of the suggestions, advice and critique (i.e. – slow speech down, less verbatim reading from the slide) from the Design Committee’s review, I was able to implement the suggestions and create a powerful presentation. The revisions from the suggestions greatly improved the outcome of the presentation. Implementing the changes and revisions created a much more cohesive and innovative presentation and allowing the tying in of the brand and logo with the product.
Logo Development
Logo design and development is a problem-solving cycle. It is a trial and error, trouble shooting process. One idea is tried and then revisions and changes occur until the desired design look is achieved. The ideas can come from research, client interaction and analysis of the client’s competition. The end design needs to not only be aesthetically pleasing it has to represent the core values of the client. The final logo is the first impression that the audience will receive and it can win or lose their attention.
Innovative Thinking
The Save the Shells benefit concert campaign was the most complex and rewarding of the assignments. This one covered the full gambit of graphic design. Including mood board, logo design, website development, motion graphic and promotional video. This project required the most extensive research and learning of new skills and software. This assignment used various different software including Photoshop, Illustrator, InDesign, After Effects and Premiere Pro. I also took on the challenge of learning a new program, Adobe Muse creating a parallax website. In learning this new software program, Adobe Muse, I not only raised the bar on my skill level but was able to create an innovative and technologically advanced website for the assignment. The parallax web design is currently very popular in website design. More than ever, I was able to go outside of my comfort zone. The effects of being able to do this were amazing to me personally, academically and professionally. The critique of classmates as well as the professors were what enabled me to reach new heights of my graphic design ability. Even though not all the suggestions were utilized, they all played a part in making the revisions and changes. One of the most effective and innovative elements was the development of a survey to discern whether the technical aspect of the design was meeting the goal as defined in the very beginning of the project. The survey was crucial in the final analysis of whether the different design elements were effective in creating an innovative and most importantly, a relevant and memorable enough project to be shared within a peer group. I will be using all of the new skills I have acquired from this project, as well as soliciting additional critiques and suggestions, in my professional career projects.
Motion Graphic First Draft
Motion Graphic for the Event Final
Promotional Video for the Event Final
In creating the motion graphics and promotional video, I used my 20+ years of professional experience in this field to create an innovative motion graphic design.
This is my passion and what I personally enjoy doing the most. Creating a story with motion. One of the greatest honors from this course was when a professor asked permission to use one of my motion graphics as an example for future classes.
Thinking innovatively and going beyond my comfort zone is the only way to advance creativity and skill level as a designer.
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Acquiring Competencies
The Save the Shells benefit concert website was by far the most challenging of assignments.
It required the most research and skill level to be able to deliver an innovative and state of the art website for the concert. To be able to produce a high quality and expertly designed website, new unique and innovative design had to be developed. In order to deliver such a piece, expansive research, new knowledge and skills had to be acquired. A new higher level of thinking and inspiration had to be used to come up with new fresh ideas. The Save the Shells benefit assignment was a 3-day event that was geared towards raising awareness and monetary donations for the cause of the sea turtles. The feel of the event with its choice of musical performers, the beach theme and tone was to create an awareness of education, conservation and preservation of this beautiful but endangered creature. In order to create a website for the event that would be innovative and compelling enough for the viewer to want to share the website, a survey/questionnaire was developed. The questionnaire was designed to determine if the technical skill used in creating the website conveyed the purpose of raising awareness for the turtles enough to make the viewer to make the viewer want to share it with “their tribe.” The other purpose of the questionnaire was to determine if the project reflected effectively, innovatively, clearly and concisely the purpose of education, conservation and preservation of the sea turtles.
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