Art      Design     Teaching     About     News


Mark
Designing for Change
VISC 520 Junior Studio | Project | Resources | Google Drive | Padlet | Covid


R E F R E S H – Kick Start or Launch a New Direction for a Brand


Choose an established organization, business, service, experience or campaign that exists in this world but has lost touch, is out of 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.

What or who could do better? With what is happening in our world socially, economically, politically, environmentally...what/who needs changing?

Be a Designer and design the change it could or should be. Come up with a compelling What if? Visualize it…through branding, application of the brand to touch points and other visualization strategies.

NOTE: Choose something your interested in. It’s your people or at least it is something you would look into anyway. Maybe you know someone into it, maybe you have a connection...if not, you don’t mind diving into it for the next 8 weeks either bugging people about it or obsessing about it. Also choose something that will offer opportunities to make stuff you want to make.

Students will create the following:

  1. A Compelling Story
  2. Visual Identity and Voice
  3. A Campaign to Get the Word Out
  4. Applications (Swag, Products, Collabs with other Brands, see list below)

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

Students will communicate their Refresh in the form of a Brand Book (Strategy/Big Idea for Change) Presentation.


Schedule 
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU OCT 15
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
On Zoom:
Course Introduction! Assignment Kickoff!

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

Read: Marty Neumeier. Zag | | zag.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.

Desinging Homework:
Begin :) Bring in two Refresh ideas to share with the class. Make a short slide presentation (6 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 is currently the focus? What could be the focus? The difference? Do they have one? & how does that align with a trend or some kind of change that is happening in the world?




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

Stuck on what Brand? Use 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?


Here is the recording of class for those that missed it.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE OCT 20
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Refresh Presentations Due. Upload to Google Drive 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!

Homework:
King Arthur Flour Redesign 

Watch Simon Canadian Dude Talk about a Brand’s Why?

For Reference:
Here’s a nice resource on the Importance of a Brand’s Why
by 2008 KU Viscom Alum, Spencer Branham.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU OCT 22
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

In Class:
Mind Spaces, Zags & Other Frameworks That Help Us Look Brands”
HERE on Google Drive.

Go over BRAND MIND SPACE section.

Homework:
What is? Get out. Talk to 5, 10, 20 people about it. Document their stories. Search the inter-nets. Go to reviews. Yelp. Message Boards. Go to the source. See it. Use it. Experience it. Have a “Mini-Blitz" In your room. 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.



Work on AUDIT & GRAPHING. Design your graphs and brand mind space for next class and include in your refresh presentation and post on Padlet.

Resource:
Great Patagonia Example

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE OCT 27
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Post pdfs to Padlet. Individual Meetings on project thus far.

Homework:
1. Refinements to Research/Audit based on feedback. 

2. Complete “BRAND CODE” from 4D_BRANDING.pdf

3. How else can you Map/Diagram/Visualize the problem and your idea for change? Make your problem/change visual (empathy map, journey map, diagram or something to set up the problem and the change that needs to happen) What will work best to set up your project?

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

Customer Journey Maps | How to

From Journey Maps to Action | IDEO

Mapping Lecture, by Rebecca Tegtmeyer




- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU OCT 29
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Review your Brand Codes.

Homework:

1. Refine your Brand Code based on feedback.

2. Create Naming “Lists” for those that need to re-name. 50 names. Naming Resources: Naming Styles & Names that Zag

3. “Set” your names in different typefaces. Play with spacing.

4. Logo sketches (100 minimum) 10 per page (multiple concepts of how you will express the big idea, then explore versions of those concepts.)

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


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE NOV 03
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Open class period to touch base on project and intial ideas,
naming, sketch, design, whatever you want to chat about!

Ideas to think about as you sketch:
Flexible Brand Identities
Flexible vs. Logo-Centric
Logo Centric, but flexible in how imagery works with it
https://2x4.org/work/12/brooklyn-museum/
Walker Expanded
How to mock up SpaceHere too. 

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


Think ahead to the Responsiveness of your logo/logotype.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU NOV 05
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Inclass:
Review Logo/logotype sketches (100 minimum) 10 per page (multiple concepts of how you will express the big idea, then explore versions of those concepts.) Print and/or scan/photograph (well) and post to padlet:https://kudesign.padlet.org/jeremyshellhorn/89lnjq0sxza5cega

Also please number your sketches if possible so we can easily give feedback!

Lots to look at! If you want to print and pin up in our classroom then feel free I will be in studio. 

Homework:
1. Refinements to Brand Code if needed 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 present in 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 Moodboards or Morphologies (a study of structure or form) for each. 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 key words you want to the brand’s look and feel to be. 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. CAREFULLY consider the communicative qualities of your choice and how that meaning aligns with the reality of the subject. Analyze the ability of the image to work large and small; in color and black and white. STYLE. POV. LENS. DEPTH. MISE-EN-SCENE.


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE NOV 10
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Individual meetings

Homework:
Put a presentation together that tightens up your final direction or directions. Set it up like this, this and this so you can walk us through the concept and how it connects to your big idea.

Also here are some examples of typographic voice and image style that can help you show the direction or show you how to make stuff that helps you decide which direction had the most potential. Sometimes you just need to make a thing.

Post to MURAL.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU NOV 12
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

What will it look like? How will the name live in the world? and How can we give it a unique and memorable brand identity that will resonate with people?

Inclass:
1. Go over Brand Book examples & how to present your new brand idea.
2. Look at logos & morphologies 

Homework:
1. Refinements to final logo/identity. Put a presentation together that tightens up your final direction or directions. Set it up like this, this and this so you can walk us through the concept and how it connects to your big idea. Post to MURAL.

Also here are some examples of typographic voice and image style that can help you show the direction or show you how to make stuff that helps you decide which direction had the most potential. Sometimes you just need to make a thing.

2. 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/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.

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.

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:
Previous Students
New School Rebrand
ADC Rebrand
Experimental JetSet
US Army
VPA Brand Guidelines


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE NOV 17
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Present final logo/identity direction to the group. Post Pdf to Padlet.

Homework:
1. Refinements to Final Brand Identity System

2. Begin Designing Brand Book with Final graphics (diagrams, graphs, journey maps, etc)

3. Design 1-2 sample applications for your brand to further refine how it will live in the world.(besides identifying applications: like swag, or signs or vehicle graphics think about applications that can also speak to the voice of the brand: ads, promos, posters, billboards...things that communicate messages)

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU NOV 19
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Individual Meetings on Brand Book/Presentation 

As you wait to touch base or after you share your work in breakout groups, work on the following brand activation ideas:

Brand activation refers to a campaign, event, or interaction through which your brand generates awareness and builds lasting connections with your target audience. Most brand activations are interactive, allowing audiences to engage directly with a brand and its products. – Beginners Guide to Brand Activation


The most common are Giveaways and Experiential Marketing. Which makes sense for the change you are designing?

1. Make a list of places, spaces or events where your audience is. (bus stops, parks, concerts, malls, parking lots, movies, sports events, grocery stores, farmers markets)  

2. Make a list of the what makes your brand unique? What do you need to say? (What do the do, How do they do it, Why do they do it?)

3. Choose a place, space or event. What is unique about the place?
(What objects are there? What are people doing? What might connect to what your brand is about?)

4. Brainstorm concepts of how to use that place, space or event to communicate or “activate” your brand or something about your brand.
(Work fast and sketch rough ideas! to post to MURAL by end of class)


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE NOV 24
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Review Sample Applications and Brand Activation Ideas.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU NOV 26
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

NO CLASS Giving Thanks Break

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
TUE DEC 01
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
STUDY WEEK — Optional Worktime and Check In

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
THU DEC 02
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
STUDY WEEK — Optional Worktime and Check In

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
MON DEC 06
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Final Brand Book Due and/or Scrolling Poster Presentation.
Upload to Google Drive.