Art      Design     Teaching     About     News


Mark
Designing for Change
VISC 520 Junior & Studio Course |
Project 1 | Project 2 | Project 3 | Resources


L A U N C H
Choose an organization, business, audience, issue, student group, product, service, experience, campaign that needs a visual voice in this world.

A great idea that is trying to make itself be known. Something that has a great idea or mission, but people just don’t know about it. Care about it. Love it. Design the change it will be it wants to be. Visualize it…through branding and applying the brand to various touch points. Make it real. Design it some love.

or

R E F R E S H
Choose an established organization, business, service, experience or campaign that exists in this world but has lost touch, lost favor, is just part of the noise, lost direction with its mission or generally needs clarity, engagement or is a misread opportunity that could be better.

Design the change it could or should be. Visualize it…through branding, application of the brand to touch points and other visualization strategies.

Final Deliverables:
Brand Book (Strategy/Big Idea for Change and New Brand Standards)
Brand applied to atleast one application in each of the  following categories: Environmental - Signage or Wayfinding
Packaging - Display or Product
Social Media - posts, gifs, takeovers etc
Motion - animated logo, titles, bumpers etc.
Interaction - App, Kiosk, website, digital zines/books
Advertising -  Print, Outdoor Collateral - Matter, tickets, menus, maps, receipts, uniforms, vehicles etcPromotional - swag, totes, hats, keychains, cups etc


Schedule 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE JAN 21
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Course Intro. Complete the Creative Problem Solving Profile.

Inclass: Card Sort
Using the cards given right down whatever pops into your head when asked the following questions. The goal is to get a “pile” of words you can sift through, prioritize and say ye or ney to.


1. What is currently getting you stoked? What are you into?
2. What do you like to design/make?
3. What is going on in the world that you care about?
4. What is strongest in your portfolio? weakest? (types of projects/skills)
5. What part of the design process do you prefer?
6. What industry would you like to work in?


Homework:
Scan Theodore Levitt. Marketing Myopia,
Harvard Business Review | marketing_myopia.pdf

Read Thomas Gad. 4-D Branding: Cracking the Corporate Code of the Networked Economy. Prentice Hall, 2001| 4D_BRANDING.pdf. Especially the “Discovering New Dimensions” section.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU JAN 23
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Branding Lecture and Set up Weekend/Next Weeks work. Go over AUDIT & GRAPHING & BRAND MIND SPACE section.

Importance of a Brand’s Why by KU Alum Spencer Branham

Homework: Begin! Bring in a Launch and a Refresh idea to share with the class. Make a short slide presentation (10 slides max) that sets up the opportunity and communicate:

1. What the experience is currently (visuals!)

2. Why it needs refreshed or is a worthy new launch oportunity?     - What don’t they do very well? What could they do better?

3. How might you design for change? (what if?)  

4. Based on Zag reading....Fill out the F+D/T diagram for your project. What could be the focus? The difference? and how does that align with a trend that is happening in the world?

CHECK OUT: Fundraising decks from real startups https://attach.io/startup-pitch-decks/

Read: Marty Neumeier. Zag | | zag.pdf

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE JAN 28
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Refresh and Launch Presentations Due. Upload to server as pdf and be ready to present. Pay attention the the F+D/T diagram in ZAG...that really sums up the project opportunity and I really dig that diagram. Use it!




A simple search of trends and/or “edges” will reveal current research of topics that your brand might connect with.


Homework:
Start the AUDIT & POSITIONING GRAPHING & BRAND MIND SPACE. Design your graphs and brand mind space for next class. Print for us to look at and make notes on. 

What is?
Get out. Talk to 5, 10, 20 people about it. Document their stories. Search the inter-nets. Go to the source. See it. Use it. Experience it. Have a “Mini-Blitz" In your room. In your car. At a campsite. Make a meal, invite people to eat, drink and chat about what could be. Be Bold and come up with wild ideas of what the future could look like, should look like. What’s right, wrong or could be better. Report back to us. Visualize what’s going on. Make a model of what is? So we can look at it, talk about it, brainstorm and come up with more wild ideas.

Review: Zag (zag.pdf), journey maps, personas, storyboards (these are all great tools to show us What Is?) For next class, bring paper, markers, post its, markers and tools to visualize.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU JAN 30
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

What’s happening in your project space? Work on 3-5 ways to visualize the situation. We are in the “What is” part of the process.

Homework:
Present Research/Audit to date. 10 slides or 10 min. This needs to visual and you need to be able to share with the class. Place a copy on the server for me to grade.

Video Simon Dude Talks about Why?

Review: Map out Design Process as a Group and see where these tools, models and methods meet.

Mapping Lecture, by Rebecca Tegtmeyer

Review: Method Tools, IDEO Method Cards
and employ methods you see fit. Scenarios, Personas, Journey Maps and other ways to visually think through what if?

CHECK OUT:
Fundraising decks from real startups https://attach.io/startup-pitch-decks/

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE FEB 04
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Present Research/Audit to date. 10 slides or 10 min. This needs to visual and you need to be able to share with the class. Place a copy on the server for me to grade.

Ok. We have a general sense of what is going on. We are starting to make it visual and we are coming up with new ideas of what the change could/will be.

Let’s use some tools to communicate what the future might be like…

Homework:
Refinements to Research/Audit. Bring in the following printed out:
1. Complete “BRAND CODE
2. Make changes to “BRAND MIND SPACE
3. Update “POSITIONING GRAPHING” 
 
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU FEB 06
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


Review BRAND CODE, MIND SPACE and GRAPHING

Homework:
Refinements to BRAND CODE, MIND SPACE and GRAPHS and using these as a starting point....complete the following:

Homework Due for Tuesday:
1. Create Naming “Lists” 50 names.
Naming Resources: Naming Styles & Names that Zag

2.”Set” your names in different typefaces
How will this change you are designing live in the world. How will act? What will its voice be? It’s name can give it legitimacy, it can describe what it is, and what it stands for. Plus it can look great typographically. Upper case, lower case, kerning open, kerning tight, break up syllables, give different words hierarchy...


Homework Due for Next Thursday:
3.Logo/Logotype/Symbol sketches (150 minimum) 10 per page.
Multiple concepts of how you will express the big idea. Name the concepts.

Resources:

Alina Wheeler’s Brand Identity Methodology (Read the Designing Brand ID pdf, Especially section on Brand Architecture; Naming/Taglines; and The Big Idea )


Logo Workbook
by Sean Adams, Noreen Morioka

Flexible vs. Logo-Centric
2x4’s Brooklyn Museum Identity
Walker Art Center “Expanded” Identity

FLEXIBLE IDENTITIES on BrandNew

Flexible Identities often own a:
Relationship, Space, Movement, Angle, Color, Way of Framing something, Lens, Directio, System or Way of Doing Something or Organizing Something

Are they all played out?
http://sagmeisterwalsh.com/work/all/casa-da-musica/

http://sagmeisterwalsh.com/work/all/jewish-museum-identity/ http://sagmeisterwalsh.com/work/all/fugue-identity/ https://www.pentagram.com/work/the-baffler?rel=discipline&rel-id=10 http://www.hornallanderson.com/casestudy/give-local-love-a-national-stage

HALLMARK LECTURE — BRAD LACEY

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE FEB 11
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


Review: Names

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU FEB 13
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Big Day to Review Lots of Work!
Logo/Logotype/Symbol/Identity sketches (150 minimum) 10 per page (multiple concepts of how you will express the big idea. Name the concepts.)

If you are not decided on a name, that is ok.
Try a few and see how they look.


Design/print a simple page that has your Brand Code, F+D/T diagram and your “our blank is the only blank” statement from the zag.pdfso we have a framework in which to crit the concepts. You tell us the context in which to look at your concepts.

Homework:
1. Refinements to Brand Code, F+D/T diagram, Zag Statement, mapping the context and further connecting of the dots between between strategy, positioning and the problems of the organization.

2. Refinements to Logos (2-3 final directions). For each explore color variations, vertical signature, horizontal signature (other alternate versions as needed). Test how it is working big (4 inches) and small (1 inch).

3. Create Morphologies (a study of structure or form) for each of your directions. Morphologies are useful for studying a range of alternatives. In this way, we set up contexts for feedback. Name each direction and for each direction do the following:

Write an associative wordlist and keyword definitions to get the visual ball rolling. Begin by stating your design goals by writing… So write a  Design objectives (or to suggest list…) ex. to suggest __________. These words could come from your Brand Code “Style” section.

Then find inspiration and force connections through…

Color Studies
Develop color studies. Elements of color should be developed with a clear understanding of how they are to function within the system. This means color is conceptual, aligning itself with the nature of the product or service, and also functional.

Typography Studies
Develop type studies. Consider carefully the conceptual relationship of the typography as it expresses the meaning of the text. Evaluate the subtle possibilities of character relationship and structural references created by the text and the type. CONSIDER: certain typefaces are designed for certain uses. Think about appropriateness. NUANCE.

Image Studies
Develop a portfolio of images which relate to the subject or the visual concept. CAREFULLY consider the communicative qualities of your choice and how that meaning aligns with the voice of the brand. Think STYLE. COLORS. FOCUS. POV. LENS. DEPTH. MISE-EN-SCENE.


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE FEB 18
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Work in Progress Crits. (Names, Brand Codes, Logo Ideas...)

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU FEB 20
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Inclass:
Review 2-3 directions. Print out a couple pages. First page...have your logo versions...Second page have your visual morphologies: studies of possible type treatments, color palettes and imagery. For each direction name it and have a list of key words that express it. These words could be from the style section of your Brand Code.

Homework:
Refinements to final logo/identity. Bring in a printed identity board of your project at this point. Can be multiple smaller prints.

Include: Logos/Logotype, Color palette, Alternate marks, Typeface(s),
Brand Code, Zag Statement, keywords and simple applications (swag) to see it on stuff.


Listen to this short podcast on 6 Rules of Storytelling by Pixar


HALLMARK LECTURE — Alejandro Cartagena

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE FEB 25
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

1. Talk about Brand Books. Go over Brand Book Examples from previous semesters and how to present your new brand idea.

(12:30-2:20)
2. Review final logo/identity direction. Bring in a printed identity board of your project to get a snapshot of where you are at.

Include: Logos/Logotype, Color palette, Alternate marks, Typeface(s),
Brand Code, Zag Statement, keywords and simple applications (swag) to see it on stuff.


Homework:
Design an Brand Book for your Change. How will you set up your project, talk about it, what voice will it have? What visuals will you need to show the change that needs to happen? Create placeholder/wireframes/quick applications like (buttons, hats, shirts, stickers, flags, banners, etc) to test the identity (kit of parts) out, to play with pacing and create the wireframe of your book. At least 32 pages print and bind with binder clips use Jayhawk Ink if easier.

Use the visual research, diagramming, mapping and modeling we have done to set the context and to communicate the new brand concept you are proposing.

Include this type of stuff in the book:
Audit of Existing Business/Organization or Landscape (ex. Micro Loans)
Analysis of the Audit and statement of problem(s)
Graphing of Competition, Peer or Aspirational Brands
Brand Code
Zag Statement
F+D/T Diagram from the book Zag
User Path or Journeys
Scenarios
Personas or Audience Profiles
Brand Heroes
Your Brand’s Favorite Literary Passages or Quotes
Your Brand’s Personal Motto
What your Brand dreams at night?

Think about voice and how you can leader the reader through this opportunity by providing both overview and opportunity to dig deeper into the design choices and rationale you are putting forward.

Use the book to determine what things you want/need to make (applications) to tell the new brand story.

Examples:

Google Drive Folder of Past Student Books
New School Rebrand
ADC Rebrand
Experimental JetSet
US Army
VPA Brand Guidelines

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU FEB 27
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

TBD

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE MAR 03
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Brand Book Crit and Identity refinements.
Bring in updates to your Brand Board.

Examples: Google Drive Folder of Past Student Books

Homework:
Choose the most important application for your story for change. Design it for next class. Print out/mockup so we can interact with it.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU MAR 05
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Review Application prints/mockups and Brand books we didn’t get to on Tuesday.

Check it OUT: Radical New Approach to Campaign Branding



Check it OUT: Simon Sinek on a Brand’s Why/Purpose



Homework:
Refinements to Brand Book printed out. Bind with binder clips so we can play with pagination.

Interesting “Edges/Trends” Mapping research. Try and set up your zag and how it connects to a larger “why” or trend in culture.

HALLMARK LECTURE — Jeremy Spears

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE MAR 10 — 12
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

No Class — Spring Break

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE MAR 17
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Brand Book Crit Must bring in printed book (can be smaller size and binder clipped...
but we must be able to flip through)


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU MAR 19
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

TBD

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE MAR 24
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Final Deliverables Due and posted on server.