Collaborations
MDMFA Thesis
Video Synopsis
Synopsis Summary
It is important for a designer to remember to design for others and not theirselves. There are many different ways to ensure that a brand is reaching the appropriate audience, such as testing a designs effectiveness by focusing on the clients and intended audiences needs. For the Mandy Madison’s Southern Soul Tour, feedback was a vital part in the design process that consisted of peer and instructor critiques, and self-assessments.
Feedback
1. Evaluate, Revise, Refine
The development of the logo went through various refinements and revisions until the definitive version was created to add cohesiveness and an effective communication of the brands message and identity. The logo was refined based on David Airey’s 7 elements of iconic design (Full Sail Online, 2025), with focus being placed on keeping the design simple, relevant, and distinct.
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An insightful suggestion that was acquired was to keep the artists’ name and the tagline together so that the logo is unified. While the logo begins with open space to demonstrate the freedom of the outdoor space of the event, the logo ends with parts of the silhouette protruding outside of a box to emphasize the intended audiences need for diversion by stepping outside of an indoor workspace to an outdoor environment.
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Per the instructors' comments focus was placed on a single tagline that was less cliche and sticks to one brand message that is consistent (Andrea Kratz, 2025). The tagline Southern Soul Tour was chosen because it is a more effective expression of the brands identity. The brands' name should be relevant, memorable, and differential from the brands’ competitors' (Kohli & LaBahn, 1995). By incorporating the artist’s full name in the title, the audience can identify the purpose of the event. The Southern Soul Tour portion of the logo is a way for the audience to create an emotional connection with the event and other fans of the tour, describing the need of diversion from being confined in a building during the work week.
2. Tagline
A tagline was created that is used with the silhouette icon to add clarity to the brands identity and message. In previous designs both taglines were used on various platforms that made the logo confusing. A method that was helpful was utilizing Graham Wallas’s creative process, Preparation, Incubation, Illumination/Ideation, and finally Verification (Muller-Roterberg, n.d.). By understanding the technique of each process, it was easier to decide which tagline would work cohesively with the rest of the design.
3. Visual Hierarchy
The Mandy Madison brand message is about movement and entertainment and the best way to communicate this idea effectively is with Lines of Force, lines that visually guide the attention of the viewer from one design element to the other to create motion (Hooks, 2018). The different diagonal lines in the images and other elements create hierarchy in the design and layout of the Brand Vision Board. Each element directly speaks to the intended audiences need for diversion through the earth tone color palette of warm and cool colors, the fun and mature typography, and the friendly and inviting imagery. According to David Airey (2025) it is important to learn about the client and the brand’s identity (Airey, n.d). By researching competitors designs and communication methods was a vital step in choosing the preferred platforms that would create a connection with the intended audience.
In a class meeting it was mentioned that the vision board had too many images that made the brand message confusing and difficult to follow due to the lack of hierarchy. The updated brand visual board is more focused and communicates the look and feel of the brand because of the new color palette, removal of certain images, and layout of the design. Also, the logo was added and the onlyness statement was updated to speak directly to the intended audiences' needs. The feedback that was received from family members were positive and aided in the final choice of the assets that were chosen.
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4. Contrasting Typography
Contrast plays a pivotal role in the design process. According to Jack Gernsheimer (2010), once images are imported on a computer screen it is important to remember that the sizes and colors will differ from the designs being printed out on paper and material. Color and value are relative, based on the context it will be used (Hibit, 2022). To maintain the focus of viewer’s it was important to utilize the power of color theory in each asset.
A major learning moment was advice received during this week’s milestone review about being more attentive to contrast used in each design asset. For a darker background it is more appropriate to use lighter typography and darker typography against a lighter background so that the font is legible to viewers.
The identity of the animation communicates the dynamic and energetic mood of the brand. Rhythm and Pacing were used to develop Selective Attention to the tagline of the animated logo. Editors use rhythm, pacing, and transitional elements to dictate how an audience’s attention will be guided (Full Sail Online, 2024). By using the method of continuity after cuts a continuous perception was created by adjusting the color, lighting, movements, and placement of objects. Each component is used to create the appropriate emotions needed to convey the intended message of the brand.
5. Editing, Rhythm, Pacing
Pertaining to the original animation, constructive feedback was given from an instructor that there was too much happening in the short 5 minute timeframe of the video. After meticulous modifications it was decided that the main concept remain the same and the length of the video would be longer.
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SELF-ASSESSMENT
6. Typography
7. Layout
8. Brand Cohesion
The decision to use the Southern Demo and Souvenir typography was based on readability and the voice and tone of the brand. There was always the assumption that a bold sans-serif font would be utilized that could be masked or decorated on a need basis.
There was not much feedback received about the design not working for the brand, so it has remained the same throughout the designing process.
The layout of each asset was a challenge throughout the design process. It is important that there is visual hierachy that is not confusing, and captures and retains the attention of viewer’s.
Each refinement led to a simpler design layout that acts as a guide from one element to another that can be seen on every platform.
Designing a brand that is consistent and easily recognizable required a lot of revising and refining. Those decisions led to the results of the finalized Vision Board and Brand Playbook designs. The key repeating elements that are incorporating are the textured lines and the Sky background that emphasizes the environment of an outdoor event that is both inviting and entertaining.
By adding the textured lines more frequently throughout the designs on the various platforms ensured the brand would be recognized by the intended audience.
References
Airey, D. (n.d.). Logo Design Love, Annotated and Expanded Edition, Second Edition. O’Reilly Online Learning. https://learning.oreilly.com/library/view/logo-design-love/9780133812589/ch04.html#ch04lev1sec1
Full Sail Online (2024). 2.2 Lecture: Interpretation. Intellect. Intuition. In Organizational Structures. Full Sail University. Retrieved November 07, 2024, from https://online.fullsail.edu/class_sections/194612/modules/791219/activities/4549460
Full Sail Online (2025). 1.2 It Starts with the sketch. In Design Intergration. Full Sail University. Retrieved March 13, 2025, from https://online.fullsail.edu/class_sections/222719/modules/833889/activities/4786210
Gernsheimer, J. (2010). Designing logos: The process of creating symbols that endure. Simon and Schuster.
Hibit, E. (2022, September). Color theory for dummies. O’Reilly Online Learning. https://learning.oreilly.com/library/view/color-theory-for/9781119892274/cover.xhtml
Hooks, R. (2018, December 11). The illusion of movement in graphic design. 99designs. https://99designs.com/blog/tips/movement-in-graphic-design/
Kratz,, A. (2025, March). 1.6 Mastery Journal. In Finalize Brand and Plan Media. Full Sail University Online. Retrieved April 13, 2025, fromhttps://online.fullsail.edu/class_sections/222733/modules/845072/activities/4848556
Kohli, C., & LaBahn, D. W. (1995, June 13). Observations-creating-effective-brand-names-a-study-of- ... https://www.researchgate.net/profile/Chiranjeev-Kohli/publication/228542871_Observations_Creating_effective_brand_names_A_study_of_the_naming_process/links/542613110cf2e4ce9406fa94/Observations-Creating-effective-brand-names-A-study-of-the-naming-process.pdf
Muller-Roterberg. (n.d.). Design thinking for dummies. O’Reilly Online Learning. https://learning.oreilly.com/library/view/design-thinking-for/9781119593928/c10.xhtml#h2-2