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Mark
Designing for Change
VISC 520 Junior Studio | Project 1 | Project 2 | Resources | One Drive
 
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 Launch/Refresh in the form of a Brand Book (Strategy/Big Idea for Change) Presentation.


Schedule 

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WED/THU FEB 01
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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.

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

Thinking Ahead:
Begin :) you will want to “find” one “launch” idea and one “refresh” idea to share with the class. Make a short slide presentation (6 slides max for each idea) 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.


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WED/THU FEB 8-9
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Jeremy  Lecture “Mind Spaces, Zags & Other Frameworks That Help Us Look Brands”

Old recap recording HERE on Google Drive from covid era where I had shorter hair and less grey. :)

Homework:
Find one “launch” idea and one “refresh” idea to share with the class. Make a short slide presentation (6 slides max for each idea) 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?



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WED FEB 15 & THU FEB 16
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Refresh Presentations Due. Upload to One 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 

For Reference:
Here’s a nice resource on the Importance of a Brand’s Why
by 2008 KU Viscom Alum, Spencer Branham, who is a creative
director at Design Bridge in Chicago.

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. Collect user and/or customer feedback. See it. Use it if you can. Experience it. Have a “Mini-Blitz" In your room. Be Bold and continue to come up with wild ideas of what the future could look like, should look like. What’s right, wrong or could be better. Have a glass of wine. Think. 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.
Print it out to show in class.

How can you Map/Diagram/Model the problem and your idea for change?

Make it 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






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In Class:
Show your modeling. Quick Individual Meetings on project thus far.
Go over BRAND MIND SPACE section.
Introduce AUDIT & GRAPHING.

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

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

3. Using the insights you learned in your research write 2-3 “how might we” (hwm) questions or complete the “theory of change” worksheet. Or do both :)

• Learn how to write hmw questions here and a worksheet here.
• Theory of Change worksheet is here.

Resource:
Great Patagonia Example


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WED FEB 22 & THU FEB 23
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In Class:
Set up “BRAND CODE” from 4D_BRANDING.pdf


Homework:
1. Refinements to BRAND MIND SPACE and on AUDIT & GRAPHING.

2. Design your “BRAND CODE” from 4D_BRANDING.pdf. A brand code is the brand’s DNA. It’s the main idea driving everything this company/organization does. Everything will be derived or made from these words or phrase. Bring in a pdf to present to the class.

3. In four 11x17in documents design where you are at. Print out!
Using the diagrams, frameworks we have covered and whatever else you have found to illuminate “model what is”:

-focus+difference |trend diagram
-golden circle (how, what, why)
-the onliness statement
-empathy map
-journey map
-audience personas
-how might we questions 
-brand mind space
-graphing
-theory of change
-graphing the “competition”

Post to our one drive folder: PROJECT_TWO_BRAND CODE and MODELING


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MON FEB 27 & TUE FEB 28
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In Class:
Group Crits on BRAND CODE draft 1.0. Post to our one drive folder: PROJECT_TWO_BRAND CODE and MODELING

Homework: (for next Monday/Tuesday)
1. Create Naming “Lists” for those that need to re-name. 50 names. Naming Resources: Naming Styles & Names that Zag

2. Logo sketches (100 minimum) 10 per page (multiple concepts of how you will express the big idea, then explore versions of those concepts.) “Set” your names in different typefaces. Play with spacing. Trace. Redraw.

Consider Brand Architecture: https://jamesmattison.co.uk/what-is-brand-architecture/

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



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WED MAR 01 & THU MAR 02
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Optional Class. Workday. I will be in my office/classroom during class,
so come on by for any one-on-one feedback on progress: naming,
sketches, whatever you want to chat about!

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MON MAR 06 & TUE MAR 07
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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.) 

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.


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WED MAR 09 & THU MAR 08

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Optional Class. Workday. I will be in my office/classroom during class,
so come on by for any one-on-one feedback on progress.

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.

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?

Post to our one drive folder: PROJECT_TWO_FINAL LOGO_BRAND_PRESENTATION

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.

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WED MAR 13 & THU MAR 16

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No Classes. Spring Break

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MON MAR 20 & TUE MAR 21
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Inclass:
Look at Logos and Brand Presentations

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/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(s) 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

For next class create 2-3 rough ideas of how you think you should tell this story. What should the presentation of this work be like? A book, books, zines, giant brochure, posters, brosters, a scroll, a motion piece, an interactive piece?


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WED MAR 22 & THU MAR 23
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Review Brand Book Ideas and any Logo Presentations we didn’t get to last class.

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)

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MON MAR 27 & TUE MAR 28
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Review work to date printed and pinned up.

Homework:

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!)


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WED MAR 29 & THU MAR 30
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Review refinements to Applications and Identity and Brand Activation Ideas. Print out to be able to pin up/draw on.

Homework:
Create Brand “Book” version 1.0. for next class present a mockup of how you will tell the story of this design for change. You will have about 5-7 min to present then some time for feedback. Can be a “book or experience” to click through, scroll etc. Have it all roughed out, but some parts more refined so we can get and idea of the look and feel.

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MON APR 03 & TUE APR 04
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Review Brand “Book” 1.0. Place your file here: BRAND_BOOK_ROUND_ONE

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WED APR 05 & THU APR 06
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TBD

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MON APR 10 & TUE APR 11
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Design Week

I will have office hours all week in-person/online, so you can touch base
and keep your project moving forward.


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WED APR 12 & THU APR 13
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Design Week

I will have office hours all week in-person/online, so you can touch base
and keep your project moving forward.


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MON APR 17 & TUE APR 18
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Review Brand “Book” 2.0 in smaller group. BRAND BOOK ROUND TWO

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WED APR 19 & THU APR 20
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Individual Meetings. Sign up on doodle poll. See email.

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MON APR 24 & TUE APR 25
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Review Brand “Book” 3.0 (printed mockup for class to hold and flip through). 

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WED APR 26 & THU APR 27
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Individual Meetings. Sign up on doodle poll. See email.

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MON MAY 01 & TUE MAY 02
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Review Brand “Book” 4.0 (printed mockup for class to hold and flip through).

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WED MAY 03 and THUR MAY 04
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Optional Individual Meetings on Zoom or in my office!

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MONDAY MAY 08 at 12:30 in 312
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Final Project Due. Brand Book Due. Digital PDF and Physical Copy. 
Upload your pdf or url link here: BRAND_BOOK_FINAL

Prizes for: Best Story. Most Creative Format and/or Materials. Best use of Diagrams. Best Mock-ups/Applications. Best Typoography. Best Use of Imagery. Best Book Overall.