awakethesisproject

[awakethesisproject]

GR830 - M3 + M4

During the past few weeks, I spent time doing the following: Securing on screen talent for my PSAs and photoshoots, refining my Awake logo, and refining my PSA storyboards.

I am very pleased with the 6 different options that I’ve created for my 11x17 poster advertisements. Some of my ideas utilize digital illustrations, which are being created inside of Adobe Illustrator. Other poster ideas will require previously taken photos, as well as photos from upcoming photoshoots. I’ve already secured models to pose for these new photos. Once I am done with my photoshoot(s), I will then edit the best photos so that they are in alignment with my visual system. 

After reading feedback from William Culpepper, I agree that it would be a good idea to make minor adjustments to my Awake logo. It was suggested that I utilized closed counters on some of my letters, and not all. Also, it was brought to my attention that my logo needed some kerning. Once I made those adjustments, I did see some improvements in the look of my logo. 

As it relates to my PSAs, I made adjustments in two areas: (1) Refined my illustrations and (2) Added time markers to my storyboard. 

[awakethesisproject]

GR 830 - M2

Week of 9-14-21

11x17 Poster Explorations + PSAs Development

This week, I will focus on the following:

Implementing feedback from William Culpepper from the previous week

Continuing to do poster explorations and development

Development ideas for my PSAs, including determining length and format

Implementing feedback from William Culpepper from the previous week

Continuing to do poster explorations and development

Development ideas for my PSAs, including determining length and format

PSA Development A portion of my thesis content will be delivered in the form of Public Service Announcements. In my personal experiences, I’ve found that videos are a great way to deliver content to consumers. History shows that my target audience has had a tendency to be fascinated with short, interesting videos. In my upload for this week, I will include details for possible video content, format, length, transitions, etc.

PSA Idea #1 - Memory Loss Format: 20 second Public Service Announcement

Content Overview: Side Effects of Alcohol Abuse

Genre/Style: Educational Comedy, Humor Influences: Geico Commercial, State Farm

Placement: TikTok and Instagram, which gives you the option to send out targeted advertisements to a specific demographic

Audio/Voiceover: Did you know? Alcohol abuse can lead to memory loss. I’m sure that at your age, you probably play Madden on your brand new Xbox or Playstation. Imagine getting home from school on a beautiful Friday afternoon, and then forgetting where you placed your Xbox controller. That would be horrible since you’re competing for a $1 million cash prize in a gaming tournament that starts in 5 minutes. Don’t drink because Alcohol can lead to memory loss.

PSA Idea #2 - Memory Loss Format: 20 second Public Service Announcement

Content Overview: Side Effects of Alcohol Abuse

Genre/Style: Educational Comedy, Humor Influences: Geico Commercial, State Farm

Placement: TikTok and Instagram, which gives you the option to send out targeted advertisements to a specific demographic

Audio/Voiceover: Did you know? Alcohol abuse can lead to memory loss. I’m pretty sure that you have a crush on someone in your class. Imagine them sharing their TikTok username with you, and then telling you to follow them. When you get home, you realize that you don’t remember their name or social media handle. This is what happens when you drink alcohol. It kills your brain cells. Don’t drink because alcohol abuse can lead to memory loss. 

PSA Idea #3 - Impaired Vision Format: 20 second Public Service Announcement

Content Overview: Side Effects of Alcohol Abuse

Genre/Style: Serious/ Dramatic Influences: Geico Commercial, State Farm

Placement: TikTok and Instagram, which gives you the option to send out targeted advertisements to a specific demographic

Audio/Voiceover: One major side effect of drinking alcohol is impaired vision. This essentially  means that you will not be able to see things clearly. Visual impairment is a term experts use to describe any kind of vision loss, whether it's someone who cannot see at all or someone who has partial vision loss. Some people are completely blind, but many others have what's called legal blindness. Visual Impairment caused by alcohol consumption cannot be fixed with glasses, contacts, or lasik surgery. (More Info)

PSA Idea #4 - Awake Man (Corny SuperHero) Format: 20 second Public Service Announcement

Content Overview: Side Effects of Alcohol Abuse

Genre/Style: Comedy, Superhero sound effects Influences: Inspired by Blankman (Damon Wayans)

Placement: TikTok and Instagram, which gives you the option to send out targeted advertisements to a specific demographic

Audio/Voiceover: 

PSA Idea #5 - Utilizing Split Image from Poster Option 6 Format: 20 second Public Service Announcement

Content Overview: Side Effects of Alcohol Abuse

Genre/Style: Influences: 

Placement: TikTok and Instagram, which gives you the option to send out targeted advertisements to a specific demographic

Audio/Voiceover: 

PSA Idea #6 - Real-Time Side Effects of Drinking (Impaired Vision + Dysarthria) Format: 20 second Public Service Announcement

Content Overview: Immediate Side Effects of Alcohol Abuse The PSA will open up with clear audio and video, but will transition to blurred images and slurred speech (dysarthria). The idea is to simulate or demonstrate what happens to your brain and eyes when you drink alcohol. Since this will be a 20 second video, I think that it would be a good idea to split the frames up into 5 second increments. I will find a way, using either graphics, sound effects or transitions, to indicate that every 5 seconds symbolizes that a person has taken another shot or drink of alcohol. By the end of the video, the speech in the voice over will be completely slurred. Also, by this time, the on screen graphics, photos, and video will be completely blurred and unrecognizable.

Genre/Style: Serious Tone Influences: PSAs from police departments “Sober or Slammer Campaigns”

Placement: TikTok and Instagram, which gives you the option to send out targeted advertisements to a specific demographic

Audio/Voiceover: According to the National Institute on Alcohol Abuse and Alcoholism, alcohol enters your bloodstream as soon as you take your first sip. You may soon realize that it doesn’t take long for you to feel it in your system. Depending on the type of alcohol that enters your system, you may feel the side effects faster than others. Once you are drunk, you may be blindsided by nausea, blurred vision and muffled speech. 

PSA Idea #7 - Long Term Side Effects of Drinking (Addiction) Format: 20 second Public Service Announcement

Content Overview: Long Term Side Effects of Alcohol Abuse Genre/Style: Satire /  Comedy Influences: State Farm, Geico, Aflac, Liberty Mutual

Placement: TikTok and Instagram, which gives you the option to send out targeted advertisements to a specific demographic

Audio/Voiceover: Meet John Doe. He’s preparing for a very special day in his life. For the past 10 years, he’s dedicated his time, money, and thoughts to a very special person. Everyday that John wakes up, he thinks about this special person. After many years of ups and downs, gains and loses, trials and tribulations, he’s finally ready to make it official. 

While the voiceover is playing, the camera will show John Doe preparing for this very special moment in his life. There will be various shots of him purchasing a ring, suit, and shopping for various other essential items. The video will end with John Doe walking down the isle to greet a bottle standing at the alter. There will be a quick record scratch - audio powering down effect. John Doe’s friend says “DUDE! You’re in love with alcohol???? What the bleep dude? You’re in love in liquor?”

The video ends with a final statement: Alcohol abuse can lead to addiction.  

[awakethesisproject]

GR 830 M1 - Research Methods

Research Methods

I've identified 3 research methods that I've previously used while working on my thesis project. I will list them below.

Interviews I think that this method has delivered some very good results in the past. Interviewing my target audience (African American teens, as well as parents and care providers), has and will continue to deliver valuable information. To be more specific, teenagers have a tendency to be brutally honest when responding to questions.

Focus Groups A focus group will always deliver interesting information. Since this topic is very sensitive to many, gathering those that have similar experiences and interests will almost certainly give me the information that I am looking for.

A/B Testing I've recently began to do some explorations on my deliverables and visual system. This research method will give me insight into which design direction is better suited for my thesis project.

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Awake

So, I’m working on a restart to my magazine layout. I started by studying some prominent African American designers and also looking at some popular, current magazines. By doing this, I was able to see what I was doing right and what I was doing wrong. I noticed the underlying grid that was used in most of the magazines. I was also able to see how each magazine was tied together with the use of consistent styles and placement of text. I have 6 to 7 possible new directions to go in for my magazine design.

[awakethesisproject]

Research Methods (GR 830 Spr 16)

1. Interviews

Over the past few semesters, I’ve doing smaller interviews with my target audience. I’ve found that teens, ages 12 - 16, educators and moms have all been very useful and honest with answering questions. Teens have a tendency to be brutally honest when giving feedback. Educators are great because this is their life. They are really concerned about the future of the next generation. And of course moms give great feedback because it’s their children that are involved.

2. Photo Studies

Photo studies are good, in my opinion, because many people really gravitate towards strong visuals. This particular deliverable, a magazine, depends heavily on photography. Seeing that my project has a unique and distinct photography style (black and white candid shots of African American teens), it’s great to see and pull inspiration from others.

3. Focus Groups

I’ve also done some focus groups in the past few semesters. However, I’m not sure if I did the best job at setting them up or collecting the most useful data. By having focus groups, I am able to observe and pull relevant info. I’ve also seen certain situations where focus groups lead to new discoveries and took the project in a totally different direction. Focus groups also allow for the participants to start their own internal conversations that may lead to new ideas.

[awakethesisproject]

830 Final Presentation

Final Presentation

This semester, I agreed to complete my Logo, Visual System, Business System (Letterhead, Business Card and Envelope), and Brochure. In addition to these items, I agreed to complete two Awake Magazines. By Module 12 of this semester, I was required to complete and doing user testing on my business system and brochure. By Module 15, I agreed to complete all items listed above.

This semester, I actually had the opportunity to work on and complete all items listed in my contract. Over the course of this semester, I got advice, feedback, direction and ideas from multiple sources, which was very helpful. However, I faced challenges deciding which bits and pieces of information were the most beneficial to the outcome of my project. At times, I felt that I was going in multiple directions and at other times, I felt as if I was moving horizontally, rather than vertically. It was very challenging trying to decide what was needed or not needed in my visual system. All of the work didn’t come out as expected but I am satisfied with progress. I was hoping to nail down an icon system but I realized that those were not needed, and took up too much time. Overall, I juggled many different ideas that produced different feedback. This threw me off at times so I ended up including two finals for some of my deliverables. For example, some like the images on the back of the business cards, as this direction ties the business cards to the ads and brochures. Others, felt that the images were not needed on the business cards. In other examples, some like magazine ads that look more like magazine ads, while others like the ads that carry my visual system.

Now that I have had a chance to look at everything that I’ve done semester, I see a few things that I can work on during the break. I need to work on hierarchy in some of my deliverables to make the text really tell the story. My goal is to complete my thesis process book over the winter break and then leave open slots for my final deliverable, which is my website. I will continue to work on my last deliverable during the break and present my ideas, sketches and roughs once school restarts. Also, during the winter break, I will have an opportunity to take everything in, without the distraction of other courses and work. I’m looking forward to being able to try a few ideas without having to rush my thought process. This break will give me time to reflect and concentrate.

I will finishing compiling a story board for final presentation video, and then begin collecting video and sound.

[awakethesisproject]

GR 830 Wrap Up

During my user testing I got mixed reviews and feedback. I've been taking in feedback from classmates, user testing groups, the professor and the online director. One common consensus is that the idea of "Awake" is clever and much needed, but the magazines and ads, and some of the visuals are not quite there. From what I gathered, the ads have potential but they need more work to give them that "umph" factor. As far as the current magazine layout, it's not there yet. I came to the realization that designing an effective magazine, may require some more research and practice. I have some new directions prepared for my ads, which I think may take my project to the next level.

Adjustments My images are too dark so I plan to adjust levels to make them pop more. The text in my brochure and magazine, both need adjustments to hierarchy. The text in the brochure needs adjustments to grammar. Currently, it sounds more like I'm talking about my thesis, versus talking about a company that will solve a problem.

Materials Matrix, Timeline and Contract According to my contract for this class, I am required to complete the following by Module 15:

- Awake Business System - Information Brochure - Educational Materials (Magazines) - Visual System Guidelines

My Business System, Visual System and Information Brochure can be updated and completed by Module 15. Realistically, if my next upload of magazine ads are going in the right direction, which I think they will be, I'll be able to complete those by Module 15. I'm almost certain that my two magazine layouts will not be completed (and up to standards by Module 15), but I will give it my best shot!

According to my timeline, if successfully completed, my website is my last deliverable that has to be completed before presenting next semester.

Strategy Once I nail down a successful ad direction, I will create more than the required 6 ads, and I will also turn the ads into a poster campaign, which will hopefully give me more points. I also plan to create a back-to-school package, including (pens, pencils, t-shirt, bookmark, ruler, etc.) to get some additional points. I would like to get approval to adjust my contract for this class. Having winter break to work on my magazine layouts, would give me more time to create something that is up to standards. I've been researching other magazines and taking in advice but just haven't had the time to implement my changes.

What are the procedures for adjusting the contract for this course?

[awakethesisproject]

Final Visual System

Over the course of the past 3 to 4 semesters, my visual system has transformed and morphed many times. Often, my system has taken some steps forward but ended up taking a few steps backwards. One thing has remained constant through development, and that is the “blur” effect that has been applied to my logo. The blur is meant to symbolize teens been asleep and then jolted awake by my deliverables. In earlier stages, I wanted to add more to my system in order to drive home my concept to the audience. But, after reviewing feedback from peers and instructors, I came to realize that I was further along in my development than I had planned to be. Early in the semester, a comment from the instructor stuck out to me. I was too that I might’ve oven developed my system so I decided to eliminate some unnecessary elements. In the end, I finalized my visual system to include some of the following elements:

- Myriad Pro - Black and white photography of playful African American teens - Blue, Magenta, Black and White color palette

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Visual System Explorations and Icon Roughs

I've uploaded my work from the past two weeks. I played around with typeface, color and placement. I also tried some new visual systems and worked on an icon system. My icon system is very "rough" but I would love to hear some feedback before I proceed.

Based on feedback, I will used the best direction to create my brochure.

Here is a PDF upload on my work from the past 2 weeks:

Week 4 Explorations PDF

[awakethesisproject]

GR 830 - Module 1

1. Interviews

Over the past few semesters, I've doing smaller interviews with my target audience. I've found that teens, ages 12 - 16, educators and moms have all been very useful and honest with answering questions. Teens have a tendency to be brutally honest when giving feedback. Educators are great because this is their life. They are really concerned about the future of the next generation. And of course moms give great feedback because it's their children that are involved.

2. Photo Studies

Photo studies are always good. Seeing that my project has a unique and distinct photography style (black and white candid shots of African American teens), it's great to see inspiration I can pull from looking photos from others.

3. Focus Groups

I've also done some focus groups in the past few semesters. However, I'm not sure if I did the best job at setting them up or collecting the most useful data. By having focus groups, one is able to observe and pull relevant info. I've also seen certain situations where focus groups lead to new discoveries and took the project in a totally different direction.

[awakethesisproject]

Semester Wrap Up GR 802

As this semester comes to an end, I want to reflect on the progress and changes that I have made. This semester went as expected. There weren’t too many changes to my thesis project. I did expect things to shift just a bit, as this always happens when experimenting with anything. The feedback was very helpful. One of the major things that shifted a bit this semester was the handling of my photographs. Coming into this semester, I knew that I would be using black and white photographs of African American teens but I wasn’t quite sure the direction that I would be moving in. My first steps involved gathering photographs from my archive, just to see if anything there would fit the concept of my project. I pulled together some good photos but they all used different lighting techniques and carried different emotions. So, I gathered participants and did two different photo shoots. Most of the photos came out good and were very usable.

This semester, I also worked on refining my logo further. I tried several different methods to get the desired effect. In some of my experiments, I used spray paint and a straw, but in other experiments, I did them digitally with Illustrator and Photoshop. After doing a second set of logo explorations, and reviewing feedback, I decided that the hand painted logos came out better. What I ended up with at the end of the semester is a logo that is not too far removed from what I started with. I went far away from what I had in the beginning but ended almost where I began. I am looking forward to moving forward because I think that I am going in the right direction. There is still some tweaking to do. For the most part, I have laid a foundation and now I must refine and continue to build.

It was a bit of a challenge to take in all of the feedback from peers and professors and determine what to use and what to disregard. I received some good information and ideas this semester. Some of the ideas would have lead me in a different direction and some feedback, that I actually used, allowed me to tweak my visuals while maintaining the look that I wanted. Around week 4, I experimented with a paint splatter effect. It worked really well but it took me away from my original concept. I attempted to blend the blur and splatter effect but that didn’t work so well. I eventually went back to the original blurred concept. Moving forward in my life and career, I will learn to make decisions on when to adjust my visuals and when to stand strong in what i believe will work best.

Perhaps, my toughest challenge is balancing working full-time at a University, being a father and husband, and focusing on turning in my best work at the Academy of Art. It has been a balancing act but it has forced me to be really focused throughout my time here. At times, I’m mentally and physically drained but I just keep going because I think this project is very important and personal. I really look forward to this summer, where I will have time to brainstorm and gather information for the next stage of my thesis process.

[awakethesisproject]

Logo Explorations

This week, I worked on my logo, the "A". I printed out the letter and did some explorations with black spray paint. I did it about 10 to 15 times and selected the best ones for upload. I also went back to the computer and recreated the "A" in photoshop. I think that I really like the results of my digital explorations more than the spray painted ones. I tried a different technique in photoshop and it gave me some really good results. I was able to have more control over the blur effect. I took the best digital logo and placed in on my best business card design from week 5. I also picked the most useful photos from the batch that I uploaded in week 7. I used some of those in my business card layout. I tried about 12 to 15 business cards variations. Going forward, I will use the selected photos or the same style of photography for all of my deliverables. I thinking that if these photos don't work, I will take more pictures, using the same lighting. On the flipside, I really like how spontaneous and unplanned these look. I haven't done my user testing yet. I would love to get at least the business card done before I go out. Once I get that done, I will transfer those designs to envelope, letterhead and brochure.

Logo Explorations PDF

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Module 7

I've uploaded my work for this week. According to feedback from my Independent Study Instructor, my goals for this week, were to continue to work on my logo. The goal was to try to find a way to combine the "splatter" and "blur" effect. We talked about a few different possibilities and some things that I could try, such as making the counter of the "A" a splatter. I also tried one with the counter as an blur. We also talked about photography. We narrowed it down to two possibilities: Going with the playful candid photos or going with serious intense headshots of African American teens. I am in the process of planning photoshoots for spring break next week. At this time, I don't have any updated photos. Also, I am working on seeing how the ones that have already, work with my deliverables.

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Awake M6 Updates

I focused on selecting photographs to be included in my visual system. I'm looking either using random, candid shots of African American teens, but cropped to create interesting compositions or I'm looking at using high contrast headshots of African American teens. All of the images that I have provided are my own personal images. Depending on the feedback that I receive, I will go out next week and take some more photographs or either look through my hardrive to utilize what I already have.

Also, I worked on refining the logo. The goal was to create a hybrid of the original "blur effect" and the new "splatter effect". I worked on both the computer and by hand. I purchased black spray paint, a stray and black and white print outs. Some of the effects are very similar. I'm sure how successful these experiments were but maybe I came up with something useful. I'm eager to hear feedback.

Logo + Photos Updates

Pictures (Candids)

Pics (Headshots)

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AWAKE Progress

In this weeks work, I got rid of the blur effect, at least for now. Most of the feedback told me that the splatter effect is working better. I think the blur works well but it's less exciting the splatter, which gives me a "jolt" or "shock" to wake up. I updated the logo with three different splatter effects. I chose just one of them to apply to my explorations but it can be interchanged easily.

I worked on my business card, using feedback that I received from peers and instructors. I still trying to determine the actual content for my photos. I could use some input on whether to use photos of liquor bottle and cups, photos of happy, gullable African American teens or photos of African American teens with cups and bottles. Or could all three ideas work? Initially, I thought about placing objects and people in the foreground and blurring the background, but now I'm seeing the closely cropped images are working pretty well. Input?

For now, I'm sticking with a pink/magenta, blue, black and white color palette. This may change later.

I am also working on transferring the business card ideas to an envelope. My next step will be to create a letterhead.

[awakethesisproject]

AWAKE

I am in the process of refining my logo, working on my business system and visual system. I think I have a good start with a logo direction. According to feedback from Anitra, my Independent Study Advisor and myself, we all agreed that the blur/ spray paint effect is good foundation.

Logo I'm thinking of ways to enhance what I have so far. I chose two different techniques to create my logo. My initial logo was done in photoshop. I set the letter in a typeface and then painted the left side of it with a paintbrush. It came out okay but I think it can be redone to look better. In my second attempt, I used Illustrator to create it. I layered two different versions of the letter. On the bottom layer, I left as is but on the second layer I blurred it. I think combined the two layers using a gradient mask, which gave me the effect that I wanted. Currently, I recreating it a third time in Illustrator, using graphiti brushes, which will give me that spray paint effect that I'm looking for.

Color Palette On last semester, I narrowed my color palette down to pink/magenta, orange, black and white. My Directed Study Advisor suggested trying a new color to replace the orange so I'm working on blues, teals, and greens. I know that my final color palette needs to be bright neon colors. I'm for sure that the pink/magenta needs to stay. Initially, I thought about just two colors combined with black and white but now I'm considering an array of bright neons. I've attached the ideas that Anitra sent me and I pulling some ideas from there.

Business System I've attached some ideas for my business card. Once I decide on the direction that I'm going with it, I will adapt that to my envelope and letterhead.

Typefaces Currently, I using a bold sans serif similar to the typefaces used in popular urban magazines. Here is a list of new typefaces that I am using to write "AWAKE" Cheltenham Franklin Gothic Korinna Machine Mendoza Officina Souvenir Gotham Poplar Montara Monaco Menlo Century Gothic Casual Avenir

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Visual System