Competencies

MDMFA Thesis

Video Synopsis

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Competencies

1. Pen Tool

Each design challenge was focused on accuracy and problem-solving by re-creating Alexander Girard's prints as vector images. Using the pen tool and color swatches in Adobe Illustrator, I traced various line structures and added the color palette to mimic those of Alexander Girard’s JPG images that were uploaded into Illustrator.

While much of the work was done using Adobe Illustrator, a program I am familiar with, I had to watch tutorials and use critiques from my instructor and peers to create designs using some tools that I was not familiar with. What I learned and applied to the designs helped push me to work on my accuracy. These techniques will help me in my career when faced with design challenges and when overcoming obstacles.

2. Brand Vision Video Creation

The Brand Vision Video is a story guide for the restaurant Harvest, whose identity is focused on locavorism. Using the Adobe program InDesign and provided assets, an 18-by-9-inch 12-page document was created and later exported into an MP4 video using Adobe Premiere Pro.

When building a brand, the visual aspect of the brand's identity is an important factor when creating a connection with the intended audience and setting the voice and tone of the brand. Becoming proficient in using Adobe InDesign and Premiere Pro will be a great asset when creating multipage documents and videos.

3. Advertising Copywriting

Lucky Dog Rescue Orlando is a fictional non-profit dog rescue organization located in the Central Florida area. I created a print-ready advertising copy where I wrote the call-to-action, body copy, and headline for the copy brief for Lucky Dog Rescue Orlando. Photoshop and InDesign were used to develop the advertisement copy; only one of the four platforms was used for delivery.

Understanding the various platforms that can be used to communicate a brand's message can be used to promote the needs of a client. I learned how to use different tools in InDesign, such as how to adjust the gutter space between the two-column layout. This is a vital skill that can be used to create future print-ready documents.

4. Motion

The pen tool in Illustrator was used to re-create Alexander Girard’s signature in vector form, and then an animation was created using Adobe After Effects. It was beneficial that I was knowledgeable of Illustrator and had some practice with After Effects.

Creating the motion graphic has made me a stronger designer by working harder on my accuracy and using a multi-platform delivery system to deliver an animation. I have always enjoyed seeing animated logos in film and television, and look forward to turning this skill into a career.

5. Creating Cinemagraphs

Three holidays were chosen to create cinemagraphs from three images that were layered to tell the story of an event that would take place for each holiday function. Each image was required to have one motion that is cohesive with the layered imagery. I was challenged with turning the static designs into dynamic designs using Motion in Photoshop.

I learned how to layer my images and mask the selected imagery for movement, and how to set the timer and key frames to adjust when the movement would occur. I look forward to furthering my skills and continuing to improve on working with motion graphics in the future as a Media Designer.

6. Brand Sonification

Images for a concert for Juneteenth, a festival for Halloween, and a recycling event for New Year’s Day were chosen, and sound was added that is representational of each event. Music and sounds were combined in Adobe Audition to create the audio file, and the images were edited using Adobe Premiere. The audio and imagery were then imported into Adobe After Effects.

This assignment helped me further understand how audio can be used to build an emotional connection with an intended audience and a specific place. This knowledge will be used to build a strong brand identity that is effective and memorable, and can be shared on various platforms.

7. Design Strategy Components

The Logo Animation Story Board uses six keyframes that outline the intended dynamic motion of my logo animation. Each movement of the logo communicates the dynamic, energetic mood of the brand, where emphasis was placed on the text in the logo as the tagline will appear to fade into frame, beginning with the acronym using a gravel effect. The hat portion of the logo with signify the environment of the concert, an outdoor event, where the hat will demonstrate the effect of blowing in the wind until the final motion rests in the center frame.

Creating a storyboard prior to executing the animation of the logo gives a clear view of my intentions and is a vital step in the preparation stage. Having a predetermined documentation shows my dedication to planning and effective design reasoning, a needed trait in the Media Design career field.

8. Media Asset Selection

Three light pole designs were created as promotional platforms for the three selected holidays on a 12-inch by 18-inch document in Photoshop that states the call-to-action, event title, quote, date, and logo. Each composition was set up in Photoshop and designed using a 6-inch by 18-inch document in InDesign.

Working on a different-sized canvas challenged me to design a layout that is visually appealing and contains the necessary information, that is informal and legible, and challenged me as a designer. Understanding hierarchy was a key factor in the development of the pole banners, as well as for a future job.

9. Production Scheduling

To maintain productive time management, a production schedule was created to complete six media assets for the Mandy Madison Southern Soul Tour. When creating my schedule I had to take into consideration unexpected and expected occurrences that I would be faced with, such as my families and educational needs.

Even when I was unable to maintain certain times that were allotted for the completion of a particular task, I was able to update my schedule and keep production by making the necessary adjustments. This is a great time management resource that will benefit the company that I work for, and myself when deadlines need to be kept.

10. Research

When creating the brands identities and setting the voice and tone of the brands research was conducted to understand the client and intended audiences using demographics and psychographics, and researching competitors. That research led to the development of the color palettes, typography, shapes, textures, imagery, and lines choices that are associated with brands identity.

Conducting research has allowed me to create brand strategies that tell compelling stories that are memorable and recognizable. Bringing the asset of understanding a clients brand message with me to a business or client will be a profitable benefit.

11. Collaboration

Feedback from my instructors and peers aided in my design decisions to communicate efficient brand messages and brand identities. Each source was valuable when making the necessary edits to each asset during the design process.

Understanding how to give and receive constructive critique strengthened my ability to effectively collaborate with others. Listening to a client is the best form of communication that will help me deliver a successful design.

12. Logo Development

Six out of 30 sketches were chosen for the Mandy Madison Southern Soul Tour, then vectorized in Adobe Illustrator, where the final logo was chosen to be an extension of the brand's identity. The transition from paper and pencil to vector allowed me to create a clean and precise rendition of the silhouette logo that is recognisable.

The sketches gave me more freedom to explore different styles. Creating multivariations of potential logo designs will allow me to gain a better understanding of a client's needs and who they are.

13. Radio Advertising

After developing the brand's persona, I was able to create a tagline, imagery, and radio advertisement that effectively communicated the brand's message to receive donations and set up adoptions to help stray dogs in the Central Florida area. I used Adobe Audition to record my audio, and for the imagery, I used Adobe Photoshop, where I edited a photo of my rescue dog Rocky into the image, and Illustrator to design the text and shapes. For the commercial ad, I gathered stock images that I placed together in Adobe After Effects. I combined the imagery and audio in Adobe Premiere.

Each platform is unique and offers a client the opportunity to be seen or heard across various media. This project allowed me to utilize and become familiar with multiple Adobe programs that strengthened my skills as a designer.

14. Typography

I choose to mix different font styles to create typographic art using the three holidays, Halloween, Juneteenth, and New Year's Day. The typography had to be representative of each holiday, standing alone without any other forms of media. Famous quotes were chosen where I researched the persona of the speaker and found the appropriate fonts to write the quotes. After choosing the typography, I used the different styles to create imagery, only using text to express each holiday.

Typography is an art form that is expressive and helps tell the story of a brand or client. Understanding typography and the power it holds to tell a cohesive story is an essential job skill that will help me when working with different media formats and clients.

15. Taglines

Lucky Dog Rescue Orlando needed a memorable tagline that would help build brand trust with their targeted audience. Ten potential taglines were chosen that set the voice and tone of the brand, which are informative, inviting, and memorable.

The best taglines are short, memorable, and clever. Understanding who the client is and what they represent allows a designer to create a tagline that is unique to the brand.

Tag Lines: Lucky Dog Rescue Orlando

Give a dog the gift of family!

Americans spend an average of 7 hours daily using screen time. A dog only needs about 2.
Screens receive an average of 7 hours daily.
A dog only needs 2.
Imagine what could be…
Family and shelter…Now that’s a Lucky Dog!
Belly rubs and doggy hugs
Time lost, is time wasted.
Rescue. Rehabilitate. Recover.
Rescue. Rehabilitate. Rehome.