Kamal B. Nirmul MASTERY JOURNAL - FULL SAIL UNIVERSITY | Media Design - MFA | 2024

"Listen to my story. This may be our last chance."

Titus. (2001). Listen to my story. This...[Intro]. Final Fantasy X (PlayStation 2). Square-Enix.

DJ Mixes @ www.mixcloud.com/sunlotus

A Lotus DJ History

Kamal’s journey as a Disc Jockey began in 1991, rooted in Montville Township, New Jersey. It all started in the high school cafeteria, equipped with a Sony D-88 mini-CD player and battery-powered speakers from Radio Shack. As an active skateboarder, Kamal, along with friends, was drawn into the New York underground rave scene of the early ’90s. During that time, Kamal became a “comped” promoter in NYC and NJ, taking on roles as a guest list promoter and DJ for iconic clubs like Limelight, Tunnel, Shelter, Vinyl, Twilo, Spirit, and Save The Robots After Party, among many others.

Since 1993, Kamal has been part of countless American psy-trance, house, techno, and rave EDM events across the Northeast and beyond. Kamal has had the privilege of collaborating with influential New York City music promoters, including Allen Sanctuary of Bliss, Scott Osman (DJ Scotto) of N.A.S.A., John Trepp of ESP Sun Rec, Carlos and DJ Soul Slinger of Liquid Sky Design & Music, Scott Richmond of Satellite/Smile Records, John Emanuel Gartman of Tsunami Trance, and Gille Clemens of Synthetic Sadus, among many others.

In 1996, Kamal teamed up with John Emanuel Gartman of Tsunami Trance in NYC to promote Goa Trance, collaborating with Return to the Source (R.T.T.S.) and Tsunami Massive Productions. By 2001, Kamal had become an international headliner DJ through Tsunami in NYC, serving as the lead promoter and resident DJ for JEG (RIP 2020). Dragontribe eventually evolved into Kamal’s own crew and collective, continuing to represent Tsunami Trance today at the forefront of American and global Goa Psytrance culture.

As a multi-platform artist, Kamal has embraced the global village culture, art, and music of Burning Man throughout the USA. He was honored to receive the Burning Man “Green Man 2007” Scholarship Golden Ticket for his contributions to Goa Trance and Burner DJ culture. Kamal has also performed as a DJ under the name Dragonlotus and various other monikers, delivering exciting live shows at private events and music festivals, including for non-profit organizations.

As a Skate Boarder, an Electronic Musician, Digital Designer, a DJ, a Technical Writer, a Project Manager, and Senior Signage Graphic Designer, Kamal's creativity knows no bounds. A driving force of creativity in the digital arts and the Music Industry., An organizer and promoter of events. With brands such as Dragontribe Records, Lotus Grafx Industries, Lotus Grafx LLC, and the new Lotus Paws Rescue Mission non-profit.

Armed with three design degrees, Kamal remains dedicated to continuous learning in the arts. His creative spark ignites at the crossroads of culture and music. Running two growing companies, Kamal delivers personalized, one-to-one services, ensuring that each client’s distinct vision and aspirations are brought to vibrant life through his work.

Graphic Design, Branding, Marketing, Signage, Printing, Apparel, Business Management or Consulting, Multimedia, UX/UI, Front End Web Design, Application Development, Project Management, Operations Management, DJ Services/Music Production, Event Management, or Networking, A go-to professional.

To sum it up: Kamal B. Nirmul is a skilled professional American artist rooted in Graphic Design and Music. Fueled with innovative capabilities of Apple computers and Second Generation video games. With a rich background in digital design and extensive experience as a signage professional on both global and national scales within the USA, Kamal brings a wealth of experience and expertise to his craft.

My Intentions

This was written with the intention of my expression and desire to attend Full Sail University since my early adult hood. The Master of Fine Arts in Media Design program at Full Sail University is the perfect graduate programmer me especially after finishing my Bachelors of Applied Science in Graphic Information Technology on December 11th 2023 at Arizona State University. With a comprehensive background in graphic design and a strong commitment to continuous learning and excellence, I am eager to contribute to and benefit from the immersive and challenging year-long experience that this program offers. With my 26 years of work experience and 3 degrees in Graphic Design it only seems proper to pursue an MFA in Media Design with Full Sail.

Understanding that the Media Design MFA program demands a high level of self-motivation and a professional work ethic, I am confident in my ability to bring valuable qualities to the table. With a foundation of three design degrees and extensive experience as a signage professional on a global and national scale, I am accustomed to thriving in dynamic and demanding creative environments. My dedication to learning in the arts aligns with the program's objectives, and I am prepared to invest the necessary effort to excel in this transformative experience.

My grasp of research, writing, graphic design fundamentals, design software, and understanding of the marketplace positions me as a strong candidate for this program. Throughout my career, I have consistently demonstrated the ability to integrate these skills to create impactful and innovative multimedia solutions. I am excited about the prospect of refining these abilities within the context of a business setting, further developing my problem-solving skills through research, application, critical analysis, and peer review.

One of my strengths lies in my ability to enhance team dynamics through special skills such as effective communication, collaboration, and adaptability. I firmly believe that collaboration is the key to successful design outcomes, and I look forward to contributing positively to the diverse and dynamic teams within the Media Design program.

Pursuing a Master of Fine Arts in Media Design aligns with my career aspirations and goals. I am confident that this degree will provide me with the specialized tools and knowledge required to sustain a long and productive career in the media design industry. My career intentions include leveraging the program's emphasis on multi-media applications in a business context to create innovative solutions that address complex communication problems. I long term goal is to continue to make a meaningful impact in the creative services field and contribute to the evolving landscape of media design.

With confidence in my skills, experiences, and dedication to continuous improvement, I aim to align seamlessly with learning while constantly advancing my career as a designer and existing business owner.

Inspired By:

“Be — Don't Try To Become.” - Osho

Osho is an Indian spiritualist, a Yogi that is similar to Sadh Guru. it is amazing how much can learn and unlearn from real people and not made up constructs of so called knowledge.

Chandigarh, K. B. (2019, October 21). Some eye-opening Osho quotes that will grow your wisdom. YourStory.com. https://yourstory.com/mystory/osho-quotes-grow-your-wisdom

Sadguru quotes - "human potential has no limit; it can go as far as you have the desire or courage to walk. unleashing human potential is not about reaching the peak – it is a trajectory."

Official Website of Sadhguru, Isha Foundation. (2024b, January 12). https://isha.sadhguru.org/en/wisdom/quotes/date/january-13-2024

Lotus Grafx Start Up Presentation.

Networking.

HEY LISTEN!

- "Sari" - The Legend Of Zelda Nintendo Ocarina of Time

Mastery Timeline Presentation

Six Timeline Goals

1. Strategic Career

2. Design Software Mastery

3. Real-world Design Experience

4. Industry Insights & Trends

5. Academic & Professional Fusion

6. Collaborative Creativity & Brand Building

Lotus Grafx Vision

Entrepreneurial Visionary Graphic Designer

I have been an artist since my birth and my journey in graphic design began in 1998, evolving through diverse experiences ranging from freelance projects to leadership roles in business management and operations. As a versatile life leader, I've honed skills in architectural signage, graphics, brand development, promotional strategies, marketing solutions, product design, music production, and distinctive skateboarding apparel.

Educational Versatility and Expertise

Armed with a trio of college degrees—a Technical Diploma in Multimedia, an Associate of Applied Science (AAS) in Graphic Design, and a Bachelor of Applied Science (BAS) in Graphic Information Technology—I possess a comprehensive understanding of both the artistic and technical facets of my craft. My educational foundation is solid, complemented by a commitment to continuous learning.

Decades of Diverse Creative Experience

With a robust 26-year career spanning small and large retail businesses, from franchises to privately owned enterprises, I've assumed roles such as Graphic Designer, Technical Writer, Marketing Manager, Project Manager, Operations Manager, and Art Director. I've overseen designer-style architectural signage projects globally and managed the operations of a national sign factory and retail sign shops, including franchisees. My recent roles include National and Global Project Manager and Senior Signage Graphic Designer.

Harmonizing Music & Artistry

My passion for the arts extends across various mediums, inspired by my father's musical influence. From being a DJ for Mix Masters in Dover, NJ, to working as a Marketing Technical Writer DJ for Gemini Sound Products, my 33-plus years of DJ experience have evolved into shows, stage performances, and many engagements at various events. My musical interests intertwine with artistic pursuits in photography, videos, gaming, multimedia, origami, painting, and handcrafted jewelry.

Embracing Cultural Unity, Fusion, and Education

Rooted in a blend of Northern India and Durban, South Africa, I've traversed the Far East and the Near West. As a weekend New Yorker who lived over three decades in New Jersey. Ventured into Nanjing China to teach English in 2010, furthering my cultural awareness. Proud son of Chef Bisram Nirmul, my upbringing includes Indian cooking skills from our family restaurant, "The Golden Peacock."

Seeker of Knowledge & Wisdom

A recipient of awards, scholarships, grants, and business opportunities, I actively pursue knowledge and wisdom. My commitment to growth, technology, and innovation propels my contributions to creative community initiatives.

Savvy Self-Made Entrepreneur & Philanthropist

Balancing education and business, I've ventured into philanthropy with "Lotus Paws," a non-profit rescue initiative. My love for humanity & nature coexists with a perpetual learning mindset, exploring nature, the arts, and technological resources for collective success within the creative industry.

Vedic Holistic Approach to Life & Art

Beyond creativity and entrepreneurship, I'm a spiritual practitioner of meditation, devoted to Indian prayer and chant. Embracing Vedic knowledge, I adopt a holistic approach to life and art, incorporating Indian wellness principles that bridge East and West in a Renaissance of cultural wisdom.

How Do You Hold Those In Question, Accountable?

Accountability | Action | Adventure | Authenticity | Balance | Boldness | Calmness | Community | Consistency | Courage | Creativity | Dependability | Diversity | Enthusiasm Fairness | Faith | Freedom | Frugality | Generosity | Honesty | Humor | Individuality | Innovation | Integrity | Intelligence | Intuition | Kindness | Longevity | Modesty | Open-Mindedness | Optimism | Originality | Peace | Professionalism | Resilience | Respect | Sincerity | Tradition | Wealth |Wisdom

Focus = Love.

MDM525

MDM525 Week 1

My name is Kamal Nirmul, and I believe the most ideal description of my vision is as follows:

Vision, Values, and Mission.

My name is Kamal Nirmul, and I believe the most ideal description of my vision is as follows:

"My mission is to seamlessly blend artistic creativity with technical expertise, leveraging over two decades of diverse experience to deliver innovative graphic design solutions. Through continuous learning and cultural fusion, I aim to inspire unity, foster community growth, and make meaningful contributions to both the creative industry and philanthropic endeavors.

In a year's time:

During the first three months, I'll establish foundations and plan by reflecting on past experiences, setting specific goals, researching industry trends, and developing a strategic plan.

From months four to six, I'll focus on skill enhancement and networking, enrolling in relevant courses, attending conferences, and collaborating with professionals to gain new perspectives.

During months seven to nine, I'll implement and execute projects identified in my strategic plan, ensuring high-quality design solutions and maintaining client satisfaction.

And in the final months, I'll evaluate project success, identify areas for improvement, and update my strategic plan, while continuing to nurture relationships and balance work, personal development, and philanthropic endeavors.

Pillars

These actions align with the pillars of my mission, emphasizing artistic creativity, continuous learning, cultural fusion, philanthropy, and a holistic approach to life and art. Together, they guide my journey as an entrepreneurial visionary graphic designer."

Exploring Art & Business Values - Visionary Leaders: Alex Grey, Leo Villareal, and Spot Draves

Alex Grey: The Visionary Artist of Spiritual Realism. COSM / ALEXGREY.COM

Alex Grey is renowned for his transcendental art, which seamlessly blends spiritual themes with intricate anatomical depictions. His works often explore the realms of consciousness, spirituality, and interconnectedness. Grey's art delves into the depths of human experience, offering viewers a visual journey into the essence of existence.

Artistic Values: Alex Grey's art is characterized by its intricate detail and spiritual symbolism. He meticulously portrays the human body, often incorporating elements of transcendental experiences and spiritual awakening. Grey's visionary art aims to provoke introspection and contemplation, inviting viewers to explore the interconnectedness of all beings.

Business Values: Grey's success as an artist is not only attributed to his profound artistic vision but also his entrepreneurial spirit. He has effectively marketed his artwork through various channels, including galleries, exhibitions, and merchandise sales. Additionally, Grey has leveraged digital platforms to reach a wider audience, further expanding his brand and impact.

Leo Villareal: The Light Sculptor Redefining Urban Landscapes. Leo Villareal.net / Cosmic Reef

Leo Villareal is a pioneering light artist renowned for his mesmerizing light installations that transform urban landscapes into captivating works of art. His innovative use of LED technology creates immersive experiences that engage and inspire audiences worldwide.

Artistic Values: Villareal's art revolves around the manipulation of light to create dynamic and immersive environments. His installations often incorporate algorithms and computer programming to generate patterns and sequences that evolve over time. Through his work, Villareal explores the intersection of art, technology, and perception, challenging viewers to reconsider their relationship with the surrounding environment.

Business Values: As a leading figure in the field of light art, Villareal has established a successful career by forging partnerships with institutions, corporations, and public spaces. He has collaborated with architects and urban planners to integrate his installations into architectural designs, further enhancing their impact and visibility. Villareal's ability to navigate both the art world and the corporate sphere has contributed to his sustained success as an artist.

Spot Draves: The Digital Artist Pushing the Boundaries of Generative Art. SPOT / Electric Sheep

Spot Draves is a pioneering digital artist known for his groundbreaking work in generative art and software development. His creations explore the concept of emergence, where complex patterns and structures arise from simple rules and interactions.

Artistic Values: Draves' art is rooted in the principles of generative systems and computational aesthetics. He develops software algorithms that autonomously generate intricate visual compositions, often characterized by their organic complexity and fluidity. Draves' work challenges traditional notions of authorship and creativity, blurring the boundaries between human intention and algorithmic emergence.

Business Values: Draves' innovative approach to art has garnered attention from both the art world and the tech industry. He has collaborated with major corporations and institutions to integrate generative art into various applications, including advertising campaigns, interactive installations, and virtual reality experiences. Draves' entrepreneurial endeavors extend beyond traditional art markets, showcasing the commercial potential of generative systems in diverse sectors.

In summary, Alex Grey, Leo Villareal, and Spot Draves each exemplify unique artistic visions and entrepreneurial acumen, shaping their respective fields while navigating the intersection of art and commerce. Their contributions reflect the diversity and dynamism of contemporary art practices, inspiring audiences and challenging conventional norms along the way.

Design Challenge One

A great exercise in using lines in illustrator with precision.

MDM525 Week 2.

Design Journal

Design research plays a pivotal role in informing and guiding the practice of design across various disciplines. Understanding the principles associated with research in the context of design is essential for professionals and scholars alike to develop innovative solutions, address complex challenges, and create meaningful experiences for users. This essay explores the significance and impact of design research, its principles, and its application in professional design, drawing insights from key sources in the field.

Principles Associated with Research in Design

In the realm of design, research serves as a foundation for informed decision-making and problem-solving. According to Tan (2022), research design in graphic design involves a systematic process of inquiry aimed at understanding the context, audience, and objectives of a project. It encompasses various methodologies, including qualitative and quantitative approaches, to gather relevant data and insights. Lupton and Phillips (2021) emphasize the importance of fundamental design principles such as form, grid, and typography, which provide a framework for organizing information and creating visual compositions. Additionally, Heller and Anderson (2023) stress the critical role of critical thinking and reflection in design research, encouraging designers to question conventions, explore diverse perspectives, and engage with complex socio-cultural issues.

Importance of Design Research in Professional Practice

The principles associated with design research are integral to professional design practice as they inform every stage of the design process, from conceptualization to implementation. Smith (2023) highlights the significance of data-driven approaches in graphic design, where designers leverage coding and visualization techniques to communicate complex information effectively. By conducting research, designers can gain insights into user needs, preferences, and behaviors, enabling them to create user-centered solutions that resonate with their audience (Yang, 2024). Moreover, design research empowers designers to anticipate future trends, anticipate challenges, and innovate new methods and technologies (Heller & Anderson, 2023).

Example of Research Application in Professional Design

One example of how research is applied in professional design is in the field of environmental graphic design (EGD). EGD involves the integration of visual communication with the built environment to create immersive and memorable experiences for users. In a case study presented by Lupton and Phillips (2021), a design firm specializing in EGD was tasked with developing a way-finding system for a large urban campus. The designers conducted extensive research, including site visits, user interviews, and analysis of spatial data, to understand the navigation needs of diverse stakeholders, such as students, faculty, and visitors. Based on their findings, the designers devised a comprehensive way-finding strategy that incorporated signage, landmarks, and digital interfaces to guide users seamlessly through the campus. The resulting solution not only improved navigation efficiency but also enhanced the overall user experience, demonstrating the transformative impact of design research in professional practice.

In conclusion, design research plays a crucial role in shaping the theory and practice of design across various domains. By adhering to principles such as systematic inquiry, critical thinking, and user-centeredness, designers can leverage research to create innovative solutions, address complex challenges, and positively impact society. Through examples like environmental graphic design, we see how research informs every aspect of the design process, from understanding user needs to implementing effective solutions.

Design research is key to a properly executed design. It is not just a a graphic design but a whole process involving many steps toward success. Humanity has developed extensive technology in the history of design, as computers and the internet has developed so fast so has the design world, that has become ever expansive. As design continues to evolve in response to technological advancements and societal changes, the principles of research remain essential in guiding designers towards creating meaningful and impactful experiences for users. (Wong, 2024)

References

Lupton, E., & Phillips, J. C. (2021). Graphic design: The new basics. Princeton Architectural Press

Tan, D. (2022). Research design in graphic design: A practical guide for creative projects. Bloomsbury Visual Arts.

Heller, S., & Anderson, G. (2023). Graphic design rants and raves: Bon mots on persuasion, entertainment, education, culture, and practice. Rockport Publishers.

Yang, E. (2024). Designing for happiness: The art of graphic design and positive psychology. Chronicle Books.

Smith, P. (2023). Data-driven graphic design: Creative coding for visual communication. Thames & Hudson.

Wong, J. H., & Bierut, M. (2024). How to use graphic design to sell things, explain things, make things look better, make people laugh, make people cry, and (every once in a while) change the world. Thames & Hudson.

Design Challenge 2

This design challenge is a hefty pen tool exercise and is also an Adobe Illustrator coloring book assignment. It was very time consuming and challenging. It was not my favorite, however is is still a challenging exercise using the Penn tool and color matching. The truth is if I had to do mine over I would and I did. Adobe Illustrator can be used to make serious money and graphics. Here is what I call my rough draft followed by the finished piece..

MDM525 Week 3

Client Needs Mastery Journal Essay 2

The realm of graphic design is rich and multifaceted, blending artistic creativity with a deep understanding of client objectives. Today, it demands proficiency in utilizing advanced technology and innovative software tools. This essay delves into the complexities of client engagement, focusing on Margo Chase's design philosophy and her approach to branding. Chase's emphasis on creativity and innovation, while simultaneously meeting client needs. This serves as a guiding principle in the graphic design process (Chase, 2008).

By examining notable works and practical case studies, this discourse aims to uncover the importance of defining client requirements, navigating effective communication, and ultimately, exceeding client expectations. Drawing insights from industry luminaries such as Margo Chase, Massimo Vignelli, Munari, Lupton, and Michael Bierut, this illuminates the symbiotic relationship between designer and client. It explores their endeavors and ideologies to elucidate the pathways toward impactful design solutions that harmonize artistic vision with commercial objectives.

Defining Client Needs

In order to understand the definition of the needs of a client. We must understand the process of design solutions to achieve the mastery of understanding what the client needs in terms of graphic design and similar creative thinking. It Involves a deep analysis of their requirements, preferences, and objectives for a particular project. Every customer has different needs. Clients need to have problems or issues solved. These issues are usually communication or visual. It entails identifying the target audience, discerning the desired message, and grasping the overall goals the client aims to achieve through the design work.

In the case study the research is proven by success. In the video, Chase emphasizes conducting thorough research, holding in-depth discussions with clients, and interpreting their vision to deliver designs that exceed expectations (Chase, 2008). Conversely, "Design Thinking For Dummies" advocates for an empathetic approach to understanding client needs within the framework of design thinking (Muller-Roterberg, 2020).

Evaluation: Defining client needs is foundational for successful design projects, ensuring alignment between the designer's output and the client's objectives (Heller, 2016). However, challenges such as miscommunication and scope creep may arise if client needs are not clearly understood and documented (Muller-Roterberg, 2020). Additionally, accurately gauging client needs can be complex, requiring designers to navigate diverse stakeholder perspectives and evolving project requirements (Chase, 2008).

Client Communication

Definition: Client communication encompasses the exchange of information, ideas, and feedback between designers and clients throughout the project lifecycle (Lupton, 2019).

Case Study Comparison: In Margo Chase's projects, effective client communication involves establishing open and transparent channels for dialogue. Chase may utilize various mediums such as in-person meetings, video conferences, and project management tools to keep clients informed and engaged (Chase, 2008). Conversely, a different design agency may adopt alternative communication strategies tailored to their specific client base and project requirements (Bierut, 2015).

Evaluation: Effective client communication is fundamental to project success, as it promotes clarity, trust, and minimizes misunderstandings (Lupton, 2019). However, communication barriers such as language differences or technological limitations may hinder effective collaboration (Bierut, 2015). Moreover, managing client feedback and expectations requires finesse, as designers must strike a balance between accommodating client preferences and adhering to design principles (Vignelli, 2007).

Meeting Client Needs

Definition: Meeting client needs involves the proactive identification, prioritization, and fulfillment of client requirements throughout the design process (Muller-Roterberg, 2020).

Case Study Comparison: In Margo Chase's projects, meeting client needs is a collaborative endeavor that involves iterative refinement based on client feedback and validation (Chase, 2008). Chase and her team may employ techniques such as mood boards, prototypes, and design presentations to solicit client input and ensure alignment with project goals (Chase, 2008). Conversely, a different design agency may adopt a more structured approach, leveraging project management methodologies and quality assurance processes to ensure deliverables meet predefined criteria according to Beirut (Bierut, 2015).

Evaluation: Successfully meeting client needs is essential for building long-lasting client relationships and repeat business (Heller, 2016). However, challenges such as conflicting requirements, resource constraints, and shifting project priorities may complicate the process (Muller-Roterberg, 2020). Designers must remain flexible, adaptive, and client-focused to navigate these challenges effectively and deliver value-driven design solutions (Chase, 2008).

Lastly in Munari’s discussion client needs and graphic design requirements, reenforcing Chases perspective, Munari (2008). He emphasizes the importance of aligning aesthetic considerations with practical requirements, advocating for a holistic approach that serves both artistic expression and utilitarian purposes. He contends that understanding client needs entails a thoughtful balance between form and function, facilitating the creation of design solutions that effectively meet client objectives.

References:

Video:

Chase, M. (2008). Branding [Video]. Creative inspirations: Margo Chase, graphic designer. LinkedIn. https://www.linkedin.com/learning/creative- inspirations-margo-chase-graphic-designer/branding

Online Library:

Muller-Roterberg, C. (July, 6th 2020). Design thinking for dummies. Wiley. https:// learning.oreilly.com/library/view/design-thinking-for/9781119593928/

Books:

Heller, S. (2016). Graphic design rants and raves: bon mots on persuasion, entertainment, education, culture, and practice. Allworth.

Vignelli, M. (2007). The vignelli canon. Lars Müller Publishers.

Bierut, M. (2015). How to use graphic design to sell things, explain things, make things look better, make people laugh, make people cry, and (every once in a while) change the world. Harper Design.

Lupton, E. (2019). Design is storytelling. Cooper Hewitt, Smithsonian Design Museum.

Munari, B. (2008). Design as art. Penguin Books.

Design Challenge 3

Great exercise in working with curves and the pen tool again, and also manipulating strokes and using points and anchors as well as the pathfinder function.

MDM525 Week 4

This week was a great opportunity to refine and remake some assignments, my updates are up above as noted. This video is the result of understanding client needs even better and also the concept of understanding and not giving up even when you are drawing against the currents we swim.

MDM530

MDM530 Week 1

The Dynamics of Branding: Forging Connections and Projection of Personality

Let us take a journey and explore the multifaceted world of branding, especially through the lenses of visual perception. The process of attraction and attention, why we forge human connections, and the crafting of distinct brand personalities. With a deep dive into a variety of expert analyses and real-world applications. Insights from renowned sources like Kingsley's comprehensive overview on branding essentials, alongside Meggs and Purvis's detailed history of graphic design, all lay a strong foundational understanding of how visual elements play a crucial role in brand recognition and customer engagement.

Additionally, the practical case study of Southwest Airlines, enriched by Monotype and Lippincott's rebranding strategies. With additional illumination by Kamal B. Nirmul's firsthand project management experience with big brands offers a tangible look at how these concepts come to life in business contexts. This integrated approach underscores the complexity and dynamism of branding, highlighting its significance in connecting with audiences on both a cognitive and emotional level, thereby shaping the overall perception and success of a brand and the branding process.

In analyzing the concepts of branding for attention, human connection, and the projection of brand personality through the case study of Southwest Airlines, it's crucial to integrate insights from multiple sources, including Kingsley's discussion on branding strategies, Meggs and Purvis's exploration of graphic design's evolution, and real-world applications by Monotype and Lippincott in Southwest's rebranding, complemented by practical professional experiences shared by Kamal B. Nirmul in his signage and graphic design projects.

Branding for Attention:

Branding for attention, as defined by Kingsley, revolves around creating memorable brand experiences through distinct visual and verbal elements (Kingsley, 2023). Meggs and Purvis (2016) complement this by illustrating graphic design's role in capturing audience attention through innovative typography and compelling imagery. Nirmul's work with Burberry exemplifies practical project management applications for a luxury brand name client, where attention to detail in typography and design directly impacts business and a big brand’s identity and iconic recognition. However, while it is effective in distinguishing a brand, this approach can encounter difficulties in oversaturated markets where only quality and consistency equate for long-term engagement.

Brand for Human Connection:

The concept of human connection in branding emphasizes emotional engagement and relatability to ensure strong, enduring relationships between brands and their audiences (Kingsley, 2023). This is echoed in Ambrose, Harris, and Theodosiou's (2020) emphasis on typography's role in conveying brand identity and values. Typography and meaningful graphic design work hand in hand in rebranding a big name like Southwest Airlines. Southwest Airlines' focus on an individualized touch and warmth in their rebranding efforts, as detailed by Lippincott, exemplifies this approach (Lippincott, n.d.). The challenge here lies in genuinely connecting with diverse audiences without appearing insincere or opportunistic.

Projection of Brand Personality: Case Study of Southwest Airlines:

Brand personality involves imbuing a brand with human-like traits to make it relatable and distinctive (Kingsley, 2023). Southwest Airlines’ use of the heart symbol and a revamped visual identity aimed to project values of freedom, equality, and a people-first philosophy, enhancing its appeal (Monotype, n.d.; Lippincott, n.d.). Comparatively, Nirmul’s work on the Golden Peacock Indian Restaurant’s rebranding reflects similar objectives in a different context, aiming to align visual identity with the brand’s cultural and family-oriented values (Nirmul, 2024). While projecting a strong brand personality can significantly enhance customer loyalty and brand differentiation, it requires consistent effort to maintain authenticity and adapt to changing consumer expectations.

The essence of branding, particularly through typography and marketing, alongside visual elements like architectural signage, is a testament to the power of typographical design in shaping consumer perceptions and experiences. As highlighted by Ambrose, Harris, and Theodosiou (2020), the strategic use of typography not only enhances brand recognition but also strengthens the emotional connection with the audience. Similarly, the practical insights from Nirmul (2024) on managing large-scale projects further illustrate the impact of visual branding in creating a memorable identity for brands, underlining the indispensable role of design in effective marketing strategies.

In conclusion, branding for attention, fostering human connections, and projecting a strong brand personality are interrelated strategies that, when executed effectively, can significantly enhance a brand's market position. Each concept comes with its set of benefits, such as increased recognition, deeper customer relationships, and a unique brand identity, but also challenges, including the need for continuous innovation and the risk of misalignment with consumer perceptions. The case of Southwest Airlines, supported by theoretical insights and other practical examples, illustrates the nuanced balance between these strategies in building a successful brand (Kingsley, 2023).

References

Ambrose, G., Harris, P., & Theodosiou, S. (2020). The fundamentals of typography* (3rd ed.). Bloomsbury Visual Arts.

Kingsley, M. (2023). Universal principles of branding. Rockport Publishers. Retrieved from https://learning.oreilly.com/library/view/universal-principles-of/9780760378212/

Lippincott. (n.d.). Southwest Airlines: Getting to the heart of a beloved brand. Retrieved March 10, 2024, from https://lippincott.com/work/southwest-airlines/

Meggs, P. B., & Purvis, A. W. (2016). Meggs' history of graphic design (6th ed.). John Wiley & Sons.

Monotype. (n.d.). Type with heart for Southwest Airlines. Monotype. Retrieved March 10, 2024, from https://www.monotype.com/resources/case-studies/type-with-heart-for-southwest-airlines

Nirmul, K. B. (2024, January 11). Lotus Grafx, Big brands and branding. YouTube. https://youtu.be/U4kupOVQAhU

Design Challenge 1

In this design challenge, we utilized Adobe Indesign with a provided example. It was an exemplary industry-standard experience. Typically, design projects do not mandate the inclusion of every object, image, and instruction—often, it's necessary to independently discern requirements and source graphics or images. I found this task to be both entertaining and instructive, offering a practical application of layout and design principles, enhanced by the interactive capabilities of Adobe Indesign with Adobe Photoshop image clipping standards incorporated. Ironically in my intial submission, I forgot to release the bleed.

MDM530 Week 2

Branding Development: Essay

Branding serves as the cornerstone of modern business strategy, transcending traditional notions of product presentation to encapsulate a holistic approach towards consumer engagement, emotional resonance, and market differentiation. In this annotated bibliography, we explore a myriad of scholarly and practical insights into the multifaceted realm of branding development, drawing from case studies, academic discourse, and industry perspectives. Through an examination of works ranging from comprehensive brand case analyses to seminal treatises on strategic brand management, we unravel the intricate layers of brand development, emphasizing its pivotal role in shaping consumer perceptions, fostering loyalty, and continues to drive business with success in today's competitive landscape.

Branding goes beyond aesthetics, the process when done write establishes emotional connections with consumers, as experienced by the case studies of Pepperidge Farm and Ralph Lauren. These brands showcase the profound impact of understanding and addressing the emotional and aspirational needs of their audience to cultivate loyalty and preference (Full Sail University, 2024). This essay delves into the strategic interplay among brand identity, consumer perception, and emotional engagement, emphasizing the importance of an authentic and emotionally resonant branding approach in today's competitive market.

Understanding the Essence of Branding:

Branding, as we've come to understand, extends far beyond the realm of logos and visual aesthetics. At its core, branding is about crafting compelling narratives, fostering emotional connections, and imbuing products and services with distinctive value propositions that resonate with consumers. The case studies of Pepperidge Farm and Ralph Lauren, explored in depth by Full Sail University (2024), offer poignant illustrations of the transformative power of effective branding. These brands have mastered the art of understanding and addressing the emotional and aspirational needs of their target audience, thereby cultivating enduring loyalty and preference.

Pepperidge Farm's commitment to quality and Ralph Lauren's embodiment of timeless American style exemplify the essence of brand identity and values. Both brands have ingrained themselves in the collective consciousness of consumers, not merely as purveyors of products but as symbols of lifestyle, aspiration, and identity. By aligning their brand narratives with consumer expectations and aspirations, Pepperidge Farm and Ralph Lauren have transcended the realm of commodities, positioning themselves as iconic cultural artifacts that evoke nostalgia, prestige, and authenticity.

Strategic Imperatives in Brand Development:

The strategic imperatives underlying successful brand development are manifold, encompassing everything from market research and consumer segmentation to brand positioning and messaging. Lucid Advertising's (2024) elucidation on brand development underscores the importance of strategic alignment between a company's image and its overarching business objectives. Through meticulous market analysis and consumer insights, businesses can decipher the intricate nuances of consumer behavior, preferences, and purchase motivations, thereby sculpting brand narratives that resonate with their target audience.

Budelmann and Kim (2019) advocate for the integration of intellectual property with branding strategies, this is crucial for introducing the concept of a Brand Identity Framework. This framework posits that a brand's identity is not merely a static emblem but a dynamic entity that evolves in tandem with consumer perceptions, market trends, and competitive dynamics. By leveraging intellectual property assets such as trademarks, patents, and copyrights, brands can fortify their market position, safeguard their unique value propositions, and foster innovation and differentiation in an increasingly crowded marketplace.

The Role of Emotional Engagement in Brand Loyalty

At the heart of successful brand development lies the ability to forge authentic emotional connections with consumers. Pepperidge Farm's emotive marketing campaigns and Nike's inspirational messaging serve as compelling testaments to the enduring power of emotional engagement in fostering brand loyalty. However, as cautioned by Full Sail University (2024), there exists a fine line between genuine emotional resonance and contrived sentimentality. Brands must tread carefully, ensuring that their messaging is authentic, relevant, and empathetic to the diverse array of consumer experiences and perspectives.

Neumeier's (2005) exploration of the brand gap further elucidates the symbiotic relationship between business strategy and design in bridging the divide between consumer expectations and brand experiences. By infusing creativity and intuition into branding endeavors, businesses can transcend the constraints of rational thinking, driving innovation and differentiation in an increasingly commoditized marketplace. Through seamless integration of strategic intent and creative execution, brands can craft narratives that captivate, inspire, and resonate with consumers on a profound emotional level.

In conclusion, the journey of brand development is one fraught with complexity, nuance, and strategic imperatives. Through a synthesis of case studies, academic discourse, and industry insights, we've embarked on a comprehensive exploration of the transformative power of branding in shaping consumer perceptions, fostering loyalty, and driving business success. From the timeless elegance of Ralph Lauren to the wholesome simplicity of Pepperidge Farm, brands serve as conduits of culture, aspiration, and identity, transcending the boundaries of products and services to become symbols of collective meaning and value.

Moving forward, businesses must heed the lessons gleaned from other successful businesses and how they came to life with their own brands. The case studies and scholarly insights embracing authenticity and innovation combines with empathy serve as guiding principles in their branding endeavors. The process of forging authentic emotional connections, aligning brand narratives with consumer aspirations, and infusing creativity into every facet of brand development, businesses can transcend the constraints of commoditization, differentiation, and market saturation. In doing so, they can carve out a distinct identity, foster enduring loyalty, and thrive amidst the ever-evolving currents of the global marketplace. A brand is more than just a logo.

Works Cited:

Full Sail University. (2024). 2.5 Case Study: Pepperidge Farm & Ralph Lauren. Full Sail

Online. Retrieved From https://online.fullsail.edu/class_sections/194526/modules/698628/activities/4035887

Chasser, A. H., & Wolfe, J. C. (2010). Brand rewired: connecting intellectual property,

Branding, and creativity strategy. Wiley. Retrieved from https://learning.oreilly.com/library/view/brandrewiredconnecting/9780470575420/

Budelmann, K., & Kim, Y. (2019). Brand identity essentials, revised and expanded.

Rockport Publishing. Retrieved from https://learning.oreilly.com/library/view/brand- identity-essentials/9781631597091/xhtml/intro.xhtml

Lucid Advertising. (2024). What is brand development? Retrieved from https://www.lucidadvertising.com/what-is-brand-development/

Lalaounis, S. T. (2020). Strategic brand management and development: creating and marketing successful brands. Routledge. Retrieved from

https://learning.oreilly.com/library/view/strategic-brand-management/9781000298185/

Neumeier, M. (2005). The brand gap: how to bridge the distance between business strategy and design. new riders. Retrieved from https://learning.oreilly.com/library/view/the-brand-gap/0321348109/

Week 2 Required Assignment

This assignment was a great layout and style composition with an interesting size of a square in 8 1/2 x 8 1/2". We used logo, text, elements, and images to make an interesting style guide composition of 10 pages. Overall, I felt it was a well-balanced document and I can actually use this layout in future for some other projects and replace it with my own imagery and logo. It's simple enough and to works, it could be part of a branding guide.

MDM530 Week 3

Branding Strategy: Essay By: Kamal B. Nirmul

Thesis

In the dynamic realm of marketing, the symbiosis between strategic planning, collaborative efforts, and adaptive strategies creates effective brand development management. This thesis aims to dissect the integral role of strategy in branding, the multifaceted nature of collaboration within the branding process, and the necessity for brands to continually adjust strategies in response to audience feedback and market trends. Firstly, drawing upon the insights of Neumeier (2005; 2007) who underscores the need to bridge the gap between business strategy and design, alongside the empirical analysis provided by Full Sail Online (2024) through the Kinecta “Nix” case study. This discussion will elucidate how strategic pivots and understanding are essential for maintaining relevance and connection with target audiences. Meggs & Purvis (2016) also provides a historical perspective on the evolution of graphic design and its impact on brand identity, reinforcing the importance of cohesive visual strategies within the overarching brand narrative. Finally, incorporating the practical frameworks and examples of successful brand collaborations highlighted by Kenan (2023), this thesis will explore how partnerships can amplify brand reach and resonance, leveraging shared values and market segments. Through this comprehensive exploration, underscored by the theoretical and practical insights of Williams (2022) and Keller (2020), this discussion seeks to offer a nuanced understanding of how strategic foresight, collaboration, and adaptability underpin the successful navigation and growth of brands in a competitive and ever-changing marketplace.

When discussing branding the case study of the Kinecta rebranding of Nix Check Cashing offers a profound impactful insight into the complexities and nuances of brand strategy, showcasing how strategic adjustments can profoundly charge brand perception and customer engagement. Initially, Nix Check Cashing played a pivotal role in serving underserved communities, a mission that Kinecta Federal Credit Union sought to continue and expand upon through its acquisition and subsequent rebranding efforts. However, the transition towards a more traditional banking model inadvertently distanced the original clientele, highlighting the critical importance of understanding and aligning with the target audience's needs and expectations (Full Sail Online, 2024).

By understanding this scenario, clarity of brand vision is possible by seeing how it underscores the essence of brand strategy as more than just the superficial elements of name, logo, and product offerings. The success of this brand was enabled by a comprehensive plan that guides all interactions and communications with customers. It aims to create a positive and consistent brand experience. The Kinecta case illustrates how a well-intentioned strategy can misstep if it fails to consider the audience's perceptions and needs, emphasizing the need for continuous strategy evaluation and the flexibility to make necessary adjustments (Full Sail Online, 2024).

The successful correction of Kinecta's strategy, through rebranding, service extension, education, and community outreach, demonstrates the transformative power of a brand strategy that is responsive and adaptive to its audience. By realigning its offerings to better meet the needs of its customers, Kinecta was able to rejuvenate its connection with the community, showcasing the potential of strategic brand adjustments to foster loyalty and support long-term success. This case study not only highlights the vital role of strategy in branding but also the significance of collaboration and audience understanding in achieving a brand's mission and message. (Full Sail Online, 2024).

Strategy:

The strategic role of branding within business practices has evolved significantly, becoming a cornerstone of how companies communicate their essence, values, and offerings to their target audiences. Full Sail Online's (2024) case study on Kinecta's rebranding of Nix Check Cashing tells the story of the multifaceted nature of brand strategy, highlighting the importance of understanding and aligning with consumer needs and market environments. This approach is mirrored in Neumeier's (2005) discussion in The Brand Gap, where he stresses the necessity of bridging the divide between strategic intent and creative execution to foster compelling and coherent brand identities. Similarly, Keller (2020) in Strategic Brand Management delves into the complexities of building, measuring, and managing brand equity, underlining the strategic planning required to navigate competitive landscapes effectively.

Collaboration:

Collaboration in the branding process emerges as a pivotal theme across various discourses, underscoring the synergetic potential between brands, designers, and marketers in crafting resonant brand narratives. Neumeier's (2007) Zag advocates for differentiation in crowded markets, suggesting that collaborative innovation can lead to unique brand positions that captivate audience attention. Meggs & Purvis (2016) further explore this concept through the lens of graphic design history, demonstrating how visual elements and brand messaging developed in tandem can significantly impact brand perception. Kenan (2023) highlights strategic brand collaborations, offering insights into the mechanics and benefits of co-branding and co-marketing efforts, thus showcasing the power of partnership in expanding brand reach and enhancing consumer engagement.

Adaptation:

Adapting strategy to align with audience expectations is a critical aspect of sustaining brand relevance and engagement. The Kinecta case study provided by Full Sail Online (2024) exemplifies the necessity of agility in brand strategy, illustrating how a shift in business model without considering consumer perceptions can alienate the intended audience. This need for strategic flexibility is explained in Williams's (2022) Brand Strategy 101, which outlines essential elements of a branding plan that includes adjusting strategies based on audience feedback and market trends. Through these diverse perspectives, it becomes clear that a dynamic, informed approach to brand strategy, enriched by collaboration and responsive to audience needs, is crucial for the long-term success and resilience of a brand in the contemporary market landscape.

Conclusion:

In the journey of brand development and management, the fluid integration of strategy, collaboration, and audience adaptation emerges as a mix of success. The journey from the foundational insights offered by Neumeier (2005; 2007) reveres the symbiotic relationship between business strategy and design, to the compelling narrative of Kinecta's strategic evolution (Full Sail Online, 2024), encapsulates the essence of strategic foresight in branding. The case of Kinecta’s rebranding underscores the pivotal role of understanding and aligning with consumer expectations, a lesson mirrored in the strategic depth provided by Keller (2020) and the historical perspective of graphic design’s impact on brand identity by Meggs & Purvis (2016).

Collaboration, as explored through Neumeier’s advocacy for differentiation (2007) and Kenan’s (2023) insights into strategic brand partnerships, serves as the linchpin in the creation of resonant and dynamic brand narratives. This process is not just about the meeting of minds but also about leveraging the unique strengths and market segments of each partner to amplify brand reach and engagement. The historical interplay between graphic design and branding strategies, detailed by Meggs & Purvis (2016), further illustrates how collaborative creativity can significantly elevate brand perception and market presence.

The agility to adapt strategies in response to shifting audience landscapes, as demonstrated by Kinecta’s strategic recalibration (Full Sail Online, 2024), highlights the importance of flexibility and responsiveness in maintaining brand relevance. Williams (2022) reinforces this notion, offering a framework for brand strategy that anticipates and adjusts to market trends and feedback. Thus, the synthesis of insights from across the spectrum of branding literature and case studies illuminates a comprehensive approach to brand strategy that is predicated on strategic planning, collaborative innovation, and adaptive evolution. Together, these elements forge a path toward enduring brand success in a competitive and ever-changing marketplace.

Citations:

Full Sail Online. (2024). 3.5 Case Study: Adjusting Strategy. Full Sail University. Retrieved March 24, 2024, from https://online.fullsail.edu/class_sections/194526/modules/698629/ activities/4035895

Neumeier, M. (2005). The brand gap. New riders. https://learning.oreilly.com/library/view/the-brand-gap/0321348109/

Neumeier, M. (2007). Zag. New riders. https://learning.oreilly.com/library/view/zag-the-number-one/0321426770/

Meggs, P. B., & Purvis, A. W. (2016). Meggs' history of graphic design (6th ed.). John Wiley & Sons.

Williams, C. (2022, April 8). Brand Strategy 101: 7 Important elements of a company branding plan. HubSpot Blog. Retrieved March 24, 2024, from https://blog.hubspot.com/ marketing/ brand-strategy

Keller, K. L. (2020). Strategic brand management., 5th Edition. Pearson.

Kenan, J. (2023, November 13). Strategic brand collaborations. Sprout Social. Retrieved March 24, 2024, https://sproutsocial.com/insights/brand-collaborations/

Design Challenge 3

This adobe premier design challenge was interesting and easy. I learned how to do an extended cross dissolve, which will be useful and future presentations and videos. The lesson also included a refresher on how to package in adobe premiere project. The video effects that were built into the clips that represented appeared to be done, and after effects similar to the lesson that we learned in last months class, which made sense completely.

MDM530 Week 4

Week 4 Design Challenge Remixes:

For my week for design challenge, I was able to clean up my design artwork and also clean up my video presentation that we did with the six clips. I thoroughly enjoyed this class and thought it was a good refresher with Indesign and a dash of Premier, the branding content and knowledge was well worth four weeks and I wish this class could've been another month longer. Our teacher was very knowledgeable and a great guide.

MDM555

MDM555 WEEK 1

Effective Copywriting: Features & Benefits. Essay - 04/14/2024

By: Kamal B. Nirmul

Full Sail University - MDM555-O • Effective Copy Writing - Online

Professor - Dr. Elena Maria Rogalle

Features & Benefits Annotated Essay:

In this discussion, we will explore the dynamic interplay that exists between innovation in advertising and strategic copywriting in the context of marketing. Our particular focus is on vehicle manufacturer Volkswagen, whose groundbreaking approaches to branding and advertising over the decades has left a legacy and impactful story.

This collection of sources delves into various aspects of marketing communications, from the foundational strategies in copywriting to the execution of brand recovery during crises, demonstrating how innovative advertising and effective communication are pivotal in shaping consumer perception and brand identity.

Volkswagen, a stalwart in the automotive industry, has consistently utilized high-profile platforms such as the Super Bowl to showcase its brand narrative and connect with a broad audience. In their recent 2024 Super Bowl commercial, "An American Love Story," exemplifies how Volkswagen leverages this major event to reinforce its longstanding relationship with American consumers and to highlight the evolution of its brand from the classic Beetle to modern models. This strategic use of a nostalgic yet contemporary advertising approach during one of the most-watched events in the United States underscores Volkswagen's mastery of combining cultural relevance with brand history to strengthen consumer engagement and loyalty. (Volkswagen USA, 2024) Let us look at copywriting and the effects it may have on advertisements and ad copy. Why does the reader get engaged with their content? It is not just about football advertisements; Volkswagen has an iconic message and a distinctive style that come in a story that they share with their audiences.

Starting with Hernández's detailed exploration of copywriting as a craft, the sources outline the importance of understanding and engaging an audience through carefully crafted messages that resonate on both an emotional and practical level (Hernández, 2017). This is further explored in Horberry and Lingwood's emphasis on audience-centric communications, which aligns closely with Volkswagen's historical advertising strategies, particularly those that broke away from traditional norms to forge a deeper connection with consumers through humor and simplicity (Horberry & Lingwood, 2014).

Our narrative now shifts toward more specific marketing challenges and strategies as discussed by Post, who provides insights into managing brand communication during crises and the critical role of choosing the right spokesperson to realign brand perception (Post, 2012). Friedmann’s examination of the evolution of advertising in visual media offers a broader context, illustrating how technological advancements and media changes have influenced advertising practices (Friedmann, 2014).

Looking at Volkswagen, In the examples from Volkswagen’s advertising campaigns, including Volkswagen's 2024 Super Bowl ad and analysis by Molnar. We see how the company has consistently leveraged innovative copy and cultural trends to maintain a strong brand presence and loyalty among consumers. These campaigns not only highlight creative excellence but also underscore the brand's ability to adapt and evolve its messaging to meet changing consumer expectations and cultural shifts (Molnar, 2020; Volkswagen USA, 2024).

By comparing these sources from research, we can realize how they contribute to the experience and understanding of how strategic communication and creative innovation in copywriting that are essential for successful marketing. Through analysis and prediction, we can collectively highlight the necessity of integrating creative direction with an in-depth understanding of target audiences, media platforms, and cultural contexts to craft marketing messages that not only inform and persuade but also endure. This synthesis of advertising history, strategy, and practice provides valuable lessons for marketers, advertisers, and brand managers aiming to foster lasting connections with their audiences (Parker, 2006; Volkswagen USA, 2024).

Let’s explore three essential marketing concepts: “Benefits versus Features,” “Personas,” and “Writing Ad Copy that Sells", so we can reveal how they individually and collectively contribute to effective marketing.

Benefits versus Features:

The "Benefits versus Features" strategy in marketing distinguishes between describing what a product can do (features) and how it can improve a customer's life (benefits). When comparing and contrasting Volkswagen’s advertising campaigns, such as those highlighted by Molnar (2020), they tend to focus more on the benefits, like reliability and heritage, rather than on technical specifications. This contrasts with technology products where specific features are often emphasized. Apple, for instance, often highlights the capabilities of its products like processor speed but also links these features to user benefits like better photography (Parker, 2006).

The final evaluation is that this approach can enhance customer engagement and sales by connecting with the customer’s emotions and practical needs. However, the challenge lies in accurately conveying benefits without undermining important product features, which may be crucial to some buyers (Hernández, 2017).

Personas:

Personas are fictional, detailed profiles based on user research intended to represent different segments of a brand’s target market. In comparison, the Volkswagen Beetle campaign targeted broad demographics by tapping into nostalgia and reliability, appealing to a wide range of customers (Molnar, 2020). In contrast, Tesla targets a niche market that values sustainability, advanced technology, and innovation, showing a focused approach toward more environmentally conscious consumers (Horberry & Lingwood, 2014).

Personas are used because they help craft more targeted and effective marketing strategies. However, creating and using personas requires significant research and resources, and inaccuracies can lead to ineffective marketing that fails to resonate with the intended audience (Post, 2012).

Writing Ad Copy that Sells:

Writers need to do this because writing amazing ad copy is what sells and is the source of crafting persuasive messages designed to grab attention, inform potential customers, and compel them to take action.

Main purposes:

A Headline: Grabs attention with engaging and concise language.

The Body Copy: Provides a detailed explanation of the product’s benefits and features, addressing potential customer queries.

A Call to Action (CTA): Directly invites customers to engage further, whether through making a purchase, signing up for more information, or another form of interaction.

In the vintage ad called "Think Small" by Volkswagen, the headline immediately captures attention with its unconventional message, while the body copy further explains the benefits of owning a smaller car. This call to action subtly encourages the audience to consider the practicality and appeal of the Beetle (Molnar, 2020; Volkswagen USA, 2024). The appeal of this car has always been its size and main selling point. Creating compelling ad copy is crucial for converting interest into sales. However, the challenge lies in balancing creative appeal with clarity and precision to ensure the message is effective across diverse consumer bases (Friedmann, 2014).

Looking at the 2024 Super Bowl ad we can see how far Volkswagen's iconology has come in the present day. Their brand has remained solid in style and story. The commercial not only capitalizes on the emotional pull of Neil Diamond's iconic song "I Am... I Said," but also visually narrates the journey of Volkswagen vehicles through the decades, integrating black and white footage of early Beetles with vibrant, contemporary scenes of newer models. This blending of the old and new illustrates the brand's enduring legacy and adaptability—a key message that resonates deeply during the emotionally charged atmosphere of the Super Bowl. By invoking a sense of nostalgia while showcasing modern advancements, Volkswagen successfully appeals to a diverse demographic, from long-time brand loyalists to potential new customers attracted by innovative design and technology (Volkswagen USA, 2024).

In summary and tuning into the insights gleaned from our research, it becomes evident how crucial innovation and strategic copywriting are within the realm of marketing, particularly when viewed through the lens of Volkswagen's extensive history in advertising. This exploration has unpacked various dimensions of marketing communications, ranging from the essence of compelling copywriting to the intricacies of brand recovery during crises. Each element, dissected through our scholarly sources, reinforces the notion that innovative advertising and astute communication are indispensable in sculpting consumer perceptions and establishing a robust brand identity.

The case study on Volkswagen, particularly its utilization of events like the Super Bowl to broadcast its narrative, illustrates its prowess in melding cultural relevance with a rich brand history to bolster consumer engagement and loyalty (Volkswagen USA, 2024). This strategy not only highlights the brand's adaptability but also its commitment to maintaining relevance in a rapidly evolving market landscape. The transition from the iconic Beetle to contemporary models in their adverts underscores a legacy of innovation that continues to appeal to both longstanding and new consumers.

Moreover, the foundational concepts of "Benefits versus Features," "Personas," and "Writing Ad Copy that Sells" are explored in depth, providing a framework that underscores the necessity of understanding and engaging target audiences effectively (Hernández, 2017; Horberry & Lingwood, 2014; Molnar, 2020). The strategic use of personas and targeted ad copy plays a pivotal role in how Volkswagen has consistently managed to captivate and maintain its market share.

Through this analytical journey of Writing and Ad copy, we have tapped into various scholarly resources that enrich our understanding of how strategic communication and creative copywriting are critical for successful marketing. These discussions highlight the imperative of integrating creative direction with a profound understanding of target audiences and market dynamics to craft enduring marketing messages (Friedmann, 2014; Parker, 2006; Post, 2012). Ultimately, the synthesis of advertising history, strategy, and practice gleaned from these discussions offers invaluable lessons for marketers, advertisers, and brand managers aiming to forge lasting connections with their audiences. This comprehensive analysis not only illuminates the pathways for effective brand communication but also sets a benchmark for future endeavors in the ever-evolving domain of marketing.

References:

Hernández, E. (2017). The art of copywriting. Leading creative teams (Chapter 9). O'Reilly

Media. https://learning.oreilly.com/library/view/leading-creative-teams/9781484220566/A417288_1_En_9_Chapter.html

Horberry, R., & Lingwood, G. (2014). It's all about the audience. Read me (Chapter 5). Laurence

King Publishing. https://learning.oreilly.com/library/view/read-me/9781780676807/11_chapter-title-5.html

Friedmann, A. (2014). Ads and PSAs: Copywriting for Visual Media. Writing for visual media,

4th ed. (Chapter 5). Routledge.

Molnar, C. (2020, July 12). Pitch perfect: Volkswagen’s best ads through history. Driving.

https://driving.ca/features/feature-story/pitch-perfect-volkswagens-best-ads-through-history

Parker, R. C. (2006). Crafting messages that clients and prospects will want to read. Design to

sell (Chapter 4). O'Reilly Online Learning: https://www.oreilly.com/library/view/design-to-sell/0735622604/

Post, K. (2012). Game changer 1: Take responsibility. Brand turnaround. (Chapter 4, Section 6).

McGraw-Hill. https://learning.oreilly.com/library/view/brand-turnaround-how/9780071775281/ch04lev1sec6.html

Volkswagen USA. (2024, February 9). An American love story | Volkswagen | Big Game Spot

(Extended Cut) [Video]. YouTube. https://www.youtube.com/watch?v=BjLzH8qj0gQ

Design Challenge Uno

MDM555 Week 2

Voice of Volkswagen Essay:

In an ever-evolving landscape of automotive industry marketing, considering the enduring influence of historical events and innovative advertising strategies on a brand its perception and consumer engagement are profoundly exemplified by “Volkswagen”.

From its controversial inception under Nazi Germany to becoming a global symbol of practicality and resilience, Volkswagen's journey encapsulates the complex interplay between history, brand image, and marketing effectiveness. The origins of Volkswagen, marked by its association with Adolf Hitler and the Nazi party, reveal a brand that was once a symbol of national policy and is now a testament to transformation and redemption (History.com, 2021; Kanungo, 2023). This duality offers a unique case study of how historical ties impact brand identity and consumer perception in the modern market.

Additionally, Volkswagen's advertising strategies, particularly those developed by Doyle Dane Bernbach in the 1960s, revolutionized automotive marketing by emphasizing the car's unique features and leveraging a distinctive brand voice that resonated with a broad audience (Periscope Film, 2020). This approach not only differentiated Volkswagen from its competitors but also cultivated a charming and relatable image that contributed significantly to its success in the American market. The controversial yet impactful South African campaign by Ogilvy, which used the metaphor of a stalker in an amusing way to highlight the car’s safety features, further illustrates how Volkswagen has consistently pushed the boundaries of advertising to maintain consumer interest and cultural relevance (Ads of the World, 2024).

The strategic management of creative teams and the articulation of marketing messages play a crucial role in shaping how a brand like Volkswagen communicates with its target audience. Hernández (2017) provides insights into the leadership and creative processes that lead successful marketing campaigns, emphasizing the importance of understanding audience dynamics and employing effective copywriting frameworks. Meanwhile, Rogalle (2024) discusses the nuances of brand voice, an integral aspect of maintaining consistency and authenticity in a brand's marketing efforts across various platforms.

Let us take a comprehensive view of how historical context, creative advertising strategies, and management practices influence consumer perceptions and the overall success of a brand in the competitive automotive industry. This thesis aims to explore these dynamics, focusing particularly on Volkswagen, to understand the broader implications of their marketing strategies in the automotive sector.

The Voice of Volkswagen.

Volkswagen's brand voice has evolved significantly from its origins during Nazi Germany, where it was conceived to provide affordable cars like the iconic Beetle for the masses. This historical context set the foundation for its focus on accessibility and mass appeal (History.com, 2021).

Volkswagen's brand voice was initially influenced by Nazi propaganda, serving Adolf Hitler's vision of providing affordable cars to Germans (History.com, 2021). Post-WWII, Volkswagen successfully rebranded, Volkswagen's brand voice was initially influenced by Nazi propaganda, serving Adolf Hitler's vision of providing affordable cars to Germans (History.com, 2021). Post-WWII, Volkswagen successfully rebranded, especially in the 1960s in the United States, adopting a humorous and self-deprecating voice that contrasted sharply with its earlier authoritarian tone (Kanungo, 2023). This rebranding highlighted the car’s unique features and positioned it as an attractive alternative to larger American cars, resonating with the 1960s counterculture.

While the rebranded voice helped Volkswagen stand out and engage consumers, shedding its negative historical associations posed significant challenges. The shift required substantial effort, risking failure if not for the effective execution by DDB and the cultural context that welcomed authenticity. This evolution from a Nazi propaganda tool to a model of witty advertising highlights the impact of cultural understanding and adaptation in branding.

In sum, while Volkswagen has managed to completely rebrand itself since post-World War II into a symbol of quality and innovation, it continues to navigate the fine line between engaging consumers and maintaining ethical advertising standards. This balance is crucial for sustaining its integrity and customer trust in a competitive market.

Writing for Radio

Writing for radio focuses on the art of effective communication through audio. Using effective scripts that engage listeners through interesting storytelling and captivating sounds, that emphasize clarity and emotion without visual support.

A Comparison and Contrast of Volkswagen Broadcasted Ads:

In the 2017 "Stalker" ad by Volkswagen, it contrasts with the brand’s 1960s and 1970s ads by Doyle Dane Bernbach (DDB) featured by Periscope Films. The "Stalker" ad uses a controversial metaphor linking a coworker stalker's uncontrollable behavior to the car's Brake Assist feature, aiming to be memorable but can risk possible backlash due to the sensitive theme (Ads of the World, 2024). The vintage ads, however, use humor and self-deprecation to highlight the cars' unique features in a light-hearted and engaging manner (Periscope Film, 2020).

Brand’s Voice and Consistency:

The "Stalker" ad's serious and provocative tone deviates from Volkswagen's typical upbeat and witty brand voice, risking a misalignment with expected brand communication. The vintage ads align better with the traditional Volkswagen voice, using humor and charm to promote the cars' benefits.

Sticking to the Brand:

While effective in emphasizing the vehicles safety, the "Stalker" ad does not fully resonate with Volkswagen’s traditional brand voice and might not align with consumer expectations for positive and charming communication. In contrast, the vintage ads maintain the brand's identity and appeal through their creative and engaging approach (Ads of the World, 2024; Periscope Film, 2020). This contrast highlights the importance of aligning ad content with established brand identity to maintain consumer trust and loyalty.

Brand Tone Defined:

A brand tone reflects the consistent style and voice of a company's communications, it is crucial for shaping brands perception and voice, distinguishing it from competitors.

A Comparison of Brand Tone in a present-day Volkswagen Ad Compared to the Past:

The brand tone reflects the emotional style and inflection in a brand's communication, highlighting its personality. Effective brand tone, discussed by Hernández (2017) and Rogalle (2024), involves using strategy across multiple brand communication platforms to enhance consumer engagement and maintain consistency.

According to Hernández (2017), effective marketing communication involves using various copywriting frameworks that match the brand’s tone to engage and motivate audiences. This aligns with the broader principles of maintaining a consistent brand tone that reflects the established brand voice. While Rogalle’s case study (Rogalle 2024) discusses how maintaining a consistent brand tone across various platforms can enhance consumer engagement and brand loyalty. Rogalle emphasizes the strategic use of brand voice to ensure it resonates across different contexts, keeping the brand’s personality consistent.

Through an analysis of Volkswagen’s Radio Ads: We can determine the "Stalker" ad by Volkswagen uses a serious and controversial tone to highlight the Golf 7's Brake Assist, a stark contrast to the lighter, witty classic tone of Volkswagen’s vintage ads, which use humor to promote car features (Ads of the World, 2024; Periscope Film, 2020).

The benefits and drawbacks of tone variability include Adaptability and Attention. Adjusting the tone can help the brand appeal to new demographics or markets. Attention-grabbing can make a unique tone that can make the brand's message stand out.

The drawback is “Brand Confusion” when a tone that strays too far from the established voice can confuse customers. The loss of loyalty is a risk that deviates from the expected tone loyal customers are used to.

Consistency in brand tone builds a reliable and recognizable identity. Which is crucial for long-term customer trust and loyalty. While adopting a solid tone for new target audiences, maintaining alignment with the brand's established voice helps in retaining customer loyalty and satisfaction (Rogalle 2024).

Volkswagen's brand has gone through a voice evolution, clearly evident how historical context and innovative advertising strategies have significantly shaped its perception and consumer engagement. From its origins under Nazi Germany to its transformation into a symbol of resilience, Volkswagen's journey reflects a nuanced interplay between history and brand identity. The pioneering advertising strategies of the 1960s by Doyle Dane Bernbach capitalized on Volkswagen’s unique features, employing a distinctive, relatable brand voice that profoundly impacted American consumers (Periscope Film, 2020). Additionally, the humorous and controversial compelling South African campaign by Ogilvy, using the "Stalker" metaphor, further underscores Volkswagen's enduring penchant for boundary-pushing advertising to maintain relevance and consumer interest in the vehicle features (Ads of the World, 2024).

Conclusion:

The strategic management of creative teams, discussed by Hernández (2017) and Rogalle (2024) offers many insights into maintaining a consistent brand voice and highlights the critical role of thoughtful marketing leadership in navigating the challenges of brand communication across various platforms. Volkswagen's ability to adapt its voice from one tied to authoritarian propaganda to one that embraces humor and self-deprecation illustrates a dynamic approach to maintaining brand integrity and customer loyalty in a competitive landscape.

Ultimately, Volkswagen’s long experience underscores the importance of adaptability and ethical consideration in branding, ensuring that its voice continues to engage consumers while respecting its complex historical backdrop and the diverse sensibilities of its global audience.

References:

Ads of the World. (2024, August). Volkswagen

stalker.https://www.adsoftheworld.com/media/audio/volkswagen_stalker

History.com (2021, August 3). Volkswagen is founded. A&E Television Networks.

https://www.history.com/this-day-in-history/volkswagen-is-founded

Hernández, E. (2017). Leading creative teams: management career paths for designers,

developers, and copywriters (Chapter 9). Apress.https://learning.oreilly.com/library/view/leading-creative-teams/9781484220566/A417288_1_En_9_Chapter.html

Kanungo, P. (2023, April 21). Popular car brand Volkswagen and hitler's nazi party: is there a

connect? Hindustan Times School. Retrieved from https://htschool.hindustantimes.com/editorsdesk/knowledge-vine/popular-car-brand-volkswagen-and-hitlers-nazi-party-is-there-a-connect

Periscope Film. (2020, April 13). Vinatge VW Volkswagen TV commercials VW bug beetle

microbus karman gia XD13824. YouTube. https://www.youtube.com/watch?v=XD13824

Rogalle, E. (2024). 2.5 Case study: brand voice. Full Sail Online.

https://online.fullsail.edu/class_sections/194579/modules/702533/activities/701935

Design Challenge 3: Writing Advertising Copy for Audio

Created verbal at copy as well as imagery to go along with a Spotify Digital Ad. The copy was recored in a relatively short time of 30 seconds, influenced by the creative brief. Used Adobe Audition to assemble the final Ad, while using Photoshop for the imagery and also using GarageBand to make the beats and dog sound effects for the creating sounds of the hip hop beat and melody.

Companion Image:

Recording:

https://soundcloud.com/sunlotus/nirmulk-mdm555-wk2-reqdc

MDM555 Week 3

Effective Copywriting

BRAND TRUST/WRITING TAGLINES: ESSAY

In an ever-evolving landscape of marketing and communication stories, we can perceive the construct of what makes brand trust, taglines, and public service announcements so important and why they play a pivotal role in shaping consumer perceptions and behaviors. Brand trust has emerged as the fundamental pillar that influences loyalty and consumer decision-making. Establishing a foundation of reliability and integrity is necessary.

The parallel is that taglines serve as powerful extensions of a brand's identity and values, crafting memorable impressions that can stand the test of time in competitive markets. Public service announcements (PSAs), on the other hand, leverage similar strategies to inform and influence the public on critical social issues, using the art of persuasion to achieve societal goals.

Let us explore the interplay between these elements, examining how they contribute to effective communication strategies in both commercial and non-commercial contexts and their impact on public engagement and trust. Through this analysis, we will unveil how strategic messaging embedded in taglines and PSAs can enhance or diminish brand trust, thereby affecting broader marketing outcomes and societal welfare.

Brand Trust:

Brand trust, defined as the confidence consumers place in the reliability and integrity of a brand is the foundation of trust. It is essential in present-day markets, especially modern ones. The choices abound and consumers seek decision-making simplicity (Dusted Design Partners, 2023). Trust facilitates quicker purchases and fosters long-term loyalty, forming a basis for sustainable business relationships.

Dusted Design Partners (2023) highlights that brand trust ensures reliability and prompt issue resolution, especially in global business contexts. Trust is cultivated through superior product quality, excellent customer service, and effective social media engagement but can quickly erode with failures in these areas.

Also, Vincent in "Brand Real" discusses brand trust with brand narrative and voice, suggesting that consistent storytelling enhances trust by building familiarity (Vincent, 2012). For example, the consistent narrative of the "Twilight" saga across various media played a crucial role in building trust among its audience.

The benefits of brand trust include enhanced customer loyalty and advocacy. However, the bottom line is maintaining trust, it is challenging and requires an ongoing commitment to aligning brand actions with its values. Dusted Design Partners and Vincent show that while brand trust is crucial for business success, its cultivation demands meticulous attention to the narrative and the consistency of operational excellence (Dusted, 2023, Vincent 2012).

In further examining the concept of brand trust, it's illuminating to consider real-world examples such as Volkswagen's journey. In 2015, Volkswagen faced a significant trust crisis when it was revealed that the company had manipulated emissions tests, severely damaging its reputation for reliability and integrity (Dans, 2015). This scandal resulted in a substantial loss of trust among consumers worldwide. However, Volkswagen took decisive steps to address the issue, including CEO resignations, public apologies, and substantial financial settlements.

Additionally, the company implemented rigorous internal reforms and committed to a massive investment in electric vehicles, signaling a renewed dedication to sustainability and transparency (Dans, 2015). Over time, Volkswagen managed to regain some of the lost trust by demonstrating tangible efforts to rectify past mistakes and rebuild credibility through consistent actions aligned with its brand values (Dans, 2015). This example explains how delicate trust can be in the face of corporate misconduct, but also highlights the potential for redemption through genuine accountability and meaningful change.

Taglines:

Taglines focus on the power of a brand’s identity and mission; they are designed to be memorable and long-lasting. A central part of a brand’s marketing strategy is to remain on top of the minds of the consumers. Cox and Robinson’s articles both discuss the impact of taglines with many companies such as Apple's "Think Different" and Nike's "Just Do It" slogans as examples (Cox, 2023; Robinson, 2020). These taglines effectively convey the core values of their brands: Apple encourages breaking away from convention, while Nike promotes the pursuit of athletic excellence.

Cox (2023) highlights the importance of emotional appeal and simplicity in making taglines effective. Robinson (2020) agrees, noting that taglines not only shape consumer perceptions but also justify significant advertising expenditures by keeping the brand prominent in consumer minds.

The primary benefit of a well-crafted tagline is its ability to communicate a brand's unique value proposition succinctly and memorably, thereby enhancing market differentiation and consumer recall. However, the creation of such taglines is not without challenges. Crafting a phrase that is both memorable and effectively communicates the brand's core message requires deep insight into the brand's identity and consumer expectations. The tagline must also be versatile enough to withstand changes in the market and consumer attitudes without losing its impact or relevance.

In conclusion, effective taglines like those of Apple and Nike showcase the brand's philosophy and play a crucial role in strategic branding, enhancing market differentiation and consumer recall (Cox, 2023; Robinson, 2020).

Public Service Announcements (PSA):

Public Service Announcements (PSAs) are a cornerstone of nonprofit communication strategies, designed to inform the public about significant social issues and encourage engagement or action. They are distinct from traditional advertising in that they aim to modify public attitudes and behavior rather than sell a product or service. PSAs are crafted to be impactful, often utilizing emotional and narrative elements to connect with audiences and convey their messages within a concise timeframe (Friedmann, 2014).

Comparing the PSA efforts of two distinct nonprofit organizations, the American Association of Retired Persons (AARP) and Reading Is Fundamental (RIF), reveals the nuanced approaches taken by different entities to reflect their unique missions. The AARP PSA focuses on the economic challenges that women face in retirement, emphasizing a statistical likelihood of poverty and linking it to societal norms that discourage open discussions about money (Ad Council, n.d.). This directly ties to AARP's broader goal of empowering individuals to lead better lives as they age, with a clear call to action for changing societal attitudes and increasing financial literacy among women.

On the other hand, RIF's "READ" PSA, led by Tracey Beeker, champions children's literacy, aiming to inspire young readers and grow their imaginations through books. This effort was in celebration of RIF's 50th anniversary, underscoring their long-term commitment to children's education and literacy. The call to action here is more implicit, encouraging engagement with RIF's resources to foster a culture of reading (Beeker, n.d.).

Both PSAs surely embody their organizations' missions through their messaging. AARP's PSA urges an actionable response to a significant social concern—financial insecurity among retiring women. The stark visual and textual elements are designed to provoke thought and motivate change, aligning with AARP's focus on improving the quality of life for older adults. RIF's PSA, with its creative and multimedia outreach, reflects its mission of literacy and learning, prompting viewers to recognize the joy and value of reading in a child's life.

In summary, PSAs are a powerful tool for nonprofits to advance their causes and mobilize the public. Whether addressing gender-based financial inequity or advocating for children's literacy, organizations like AARP and RIF both demonstrate that PSAs can effectively mirror the mission of the nonprofit and create a resonance that compels the audience to take notice and act.

Conclusion:

In conclusion, this journey of writing and analysis brings to light the intricate dynamics of brand trust, taglines, and public service announcements, as pivotal elements of effective communication. While distinct in their function they collaborate to forge meaningful connections with audiences, building trust and driving engagement. It becomes evident that brand trust is a dynamic and proven asset, shaped continually by every interaction. Successful brands like Volkswagen, Apple, and Nike illustrate the ongoing efforts required to maintain and recover trust, proving that even established trust can be vulnerable and must be nurtured consistently (Dans, 2015; Cox, 2023; Robinson, 2020).

Taglines, in their concise and impactful nature, play a crucial role in streamlining a brand’s identity and values, leaving lasting impressions that enhance brand recall and differentiation in long-lasting memories. Similarly, public service announcements demonstrate the power of communication in not only raising awareness but also prompting action on significant societal issues, as seen in the initiatives by AARP and RIF (Friedmann, 2014; Ad Council, n.d.; Beeker, n.d.).

Effective communication can transcend the mere delivery of a message; while creating an ongoing dialogue that resonates, persuades, and ultimately, fosters a trustworthy relationship between the brand and its consumers. This exploration is the key importance of strategic messaging and the ethical responsibilities of communicators to use their platforms for positive impact, ensuring that each message not only reaches but also enriches its audience.

Taglines, in their concise and impactful nature, play a crucial role in streamlining a brand’s identity and values, leaving lasting impressions that enhance brand recall and differentiation in long lasting memories. Similarly, public service announcements demonstrate the power of communication in not only raising awareness but also prompting action on significant societal issues, as seen in the initiatives by AARP and RIF (Friedmann, 2014; Ad Council, n.d.; Beeker, n.d.).

Effective communication can transcend the mere delivery of a message; while creating an ongoing dialogue that resonates, persuades, and ultimately, fosters a trustworthy relationship between the brand and its consumers. This exploration is the key importance of strategic messaging and the ethical responsibilities of communicators to use their platforms for positive impact, ensuring that each message not only reaches but also enriches its audience.

References:

Ad Council. (n.d.). Talking about money is in poor taste. [PDF]. AARP.

https://www.adcouncil.org/asset/talking-about-money/204078667

Beeker, T. (n.d.). RIF, Reading is fundamental. The shorty awards.

https://shortyawards.com/1st-socialgood/reading-is-fundamental-read-psa

Cox, L. K. (2023, August 17). 31 Companies with really catchy slogans & brand taglines.

HubSpot. https://blog.hubspot.com/marketing/brand-slogans-and-taglines

Dans, E. (2015, September 27). Volkswagen and the failure of corporate social responsibility.

Forbes. https://www.forbes.com/sites/enriquedans/2015/09/27/ volkswagen-and-the-failure-of-corporate-social-responsibility/?sh=46e919d54405

Dusted Design Partners (DDP). (2023, Sep. 8). Why brand trust is so important. Dusted.

https://www.dusted.com/insights/why-brand-trust-is-so-important

Friedmann, A. (2014). Ads and PSAs: Copywriting for Visual Media. In Writing for Visual

Media (4th ed., Chapter 5). Routledge. Retrieved from https://learning.oreilly.com/ library/view/writing-for-visual/9780240812359/11_Chapter5.html

Robinson, R. (2020, February 5). 30 Companies with famous brand slogans & taglines. Adobe

Express. https://www.adobe.com/express/learn/blog/30-companies-with-famous-brand-slogans-taglines

Vincent, L. (2012). Expressing the promise: brand narrative, brand voice, and communications

strategy. Brand Real (Chapter 7). AMACOM. https://learning.oreilly.com/library/view/ brand-real-how/9780814416761/xhtml/ch07.html

Design Challenge 3

This weeks design challenge was important as it was an extension of last weeks assignment, which was fun to make, and so was this one. This time around I focused on making it more plain and ordinary, due to the nature of the exercise. Different generations may have different appeals or taste in what they wish to hear or see when it comes down to the sensitive nature of non-profit or animal rescuing for that matter. So making these Ads in a simple fashion will help them become visually and audibly appealing so the message will be clearer to a wider audience. Made with Adobe Premier, Garage Band, Adobe Audition, Adobe Illustrator, and Adobe Photoshop.

Reflection Video Presentation

Additional Design Challenge:

https://soundcloud.com/sunlotus/15-sec-spotify-mixdown

MDM565

MDM565 Week 1.

Typography Choices Essay:

X-Height

In Type Rules! and Universal Principles of Typography, both books emphasize the critical role of x-height in typography. Firstly Strizver (2010) describes x-height as the height of the lowercase letters, such as the letter 'x', highlighting its significant impact on typeface readability, especially in continuous text. She argues that typefaces with a taller x-height appear larger and clearer at smaller sizes, which enhances legibility and visual appeal, essential for effective communication (Strizver, 2010).

Similarly, Stocks and Lupton (2024) also discuss x-height as a crucial element that affects readability, advocating for typefaces with larger x-heights to improve legibility and aesthetic appeal, particularly on digital displays where clarity is crucial (Stocks & Lupton, 2024). They guide readers in selecting typefaces that balance aesthetic preferences with functional clarity, emphasizing the importance of x-height in making typographic choices that enhance text visibility and reader engagement.

We can visually understand the concept of X-Height by looking at this image above These discussions are visually supported by the "Typography Line Terms" image from a Wiki on X-Height. It labels the key typographic measurements. The X-height is easy to locate and grasp in this practical illustration. (Wikipedia contributors, April 2024.). The diagram serves as an educational tool that enhances the understanding of type anatomy by supporting the practical applications of typography discussed by authors Strizver and Stocks & Lupton.

Font Families:

In Chapter 6 Strizver explores the use of font families to convey emphasis in written communication. She emphasizes the role of true-drawn italics and boldface (Strizver, 2024). Strizver highlights that true-drawn italics, which are uniquely designed to complement their Roman counterparts, effectively draw attention subtly, while obliques, being merely slanted versions, offer less contrast. She also discusses the strategic use of boldface for strong emphasis in key text areas like headlines, advising against the use of computer-generated styles due to their poor quality and impact on design integrity. Overall, Strizver's insights stress the importance of using professional typographic techniques from font families to enhance readability and engage viewers effectively.

Furthermore, Wilson-Blackwell also explores the evolution of typography, tracing its origins from the Song Dynasty's movable type to contemporary digital fonts (Wilson-Blackwell, 2023). She differentiates between 'font' and 'typeface,' clarifying terminology as she compares key historical type milestones such as Bi Sheng's innovations and Gutenberg's printing press. Wilson-Blackwell emphasizes the significant role of fonts in modern design, particularly their impact on branding and digital interfaces, highlighting how typographic choices shape communication and user interaction today (Wilson-Blackwell, 2023). Her insights into the functional and aesthetic aspects of font families underline their importance in creating effective visual identities in various media.

Medina's typographic choices for the Field Museum series exemplify the impactful use of font families and negative space (Full Sail University, 2024). By selecting Gotham Bold for the museum's logo, Medina leverages its clean and heavy attributes to echo the museum's stately architecture, ensuring that the type remains highly legible. This choice effectively utilizes negative space, particularly notable in the clever design of a T-Rex head within the letter "E," which not only captivates a younger audience but also subtly communicates the museum's focus on natural history. The integration of textured colors representing animal skins further enhances the visual narrative, allowing the logo to convey the museum's theme of natural history and artistry without overt textual explanations. Medina's design demonstrates how well-considered font choices and the strategic use of negative space can create a compelling and functional visual identity (Full Sail University, 2024).

Expressive Typography

Wilson-Blackwell's provides further perspectives by defining the history of typography, her deep appreciation for the evolution of typography is a crucial tool in communication and design. This article underscores "expressive typography," by describing the process in which expressive type has an impact on typographic development by using enhanced written communication and the aesthetics of visual identity. Wilson-Blackwell highlights the transition from physical to digital fonts and the implications for modern design, pointing to the role of fonts in branding and creating engaging digital experiences. Her narrative suggests that as typography has evolved, so has its capacity to convey more than just literal text, playing a key role in brand personality and user interaction (Wilson-Blackwell, 2023). Her view acknowledges the importance of typography in creating expressive and impactful designs.

In Type Rules!, the author outlines the type’s historical development and the pivotal role of technological advancements in shaping its evolution. Strizver describes how typography transitioned from primitive cave drawings, which represented the earliest attempts at visual communication, to the sophisticated digital typefaces of today, emphasizing that this progression reflects humanity's ongoing quest to enhance communication (Strizver, 2010). She highlights how expressive typography, which aims to convey not just textual information but also emotions and contextual subtleties, gained significant momentum with Gutenberg's invention of movable type. This innovation revolutionized printing, facilitating widespread literature distribution and diversifying typographic expression. Further advancements in typesetting technology expanded the tools available to typographers, enabling unprecedented creativity and experimentation in text design and layout, thus enriching the expressive potential of typography (Strizver, 2010).

Medina's logo for the Field Museum series exemplifies a brilliant use of expressive typography. Outlined in the case study from Full Sail University, "Artists at the Field" employs Gotham Bold, a typeface that is both stately and legible, glorifying the museum's famous architecture ("Full Sail University," 2024). The typographic choices extend beyond mere legibility to incorporate vibrant imagery within the letters themselves, each depicting different textures representative of animal skins. This not only connects directly to the museum’s focus on natural history but also makes the type itself, a visual storytelling tool. The inventive integration of a T-Rex head into the negative space of the letter "E" specifically targets and captivates a younger audience, enhancing the educational appeal of the museum. Medina’s design cleverly uses expressive typography to communicate the museum’s themes of art and natural history without the need for additional textual explanations, showcasing how typography can be employed creatively to engage and inform viewers effectively.

References:

Full Sail University. (2024, May). Artists at the field museum.

https://online.fullsail.edu/class_sections/194593/modules/722164/activities/4166792

Medina, F. (2016, May 5). Artists at the field museum. logo image. Behance.

https://www.behance.net/gallery/36870075/Artists-at-the-Field-Museum

Strizver, I. (2010). Type rules!: the designer's guide to professional typography (3rd ed.).

Wiley.

Stocks, E. J., & Lupton, E. (2024). Universal principles of typography. Rockport Publishers.

https://learning.oreilly.com/library/view/universal-principles-of/9780760383391

Wikipedia contributors. (2024, April ). *Typography line terms*. Wikimedia Commons.**

https://en.wikipedia.org/wiki/Xheight#/media/File:Typography_Line_Terms.svg

Wilson-Blackwell, S. (2023, February 22). A brief history of fonts. Sufio.

Design Challenge Uno:

This week's design challenge was a fun and interesting exercise in typography with design choices. The designs had to be determined by festive seasons and also design style mainly in the field of typography. An important part of the challenge in my opinion wasn't a design one but rather a technical concern. When installing Fonts, you have to make sure they work, depending on the source of the font. If the fonts are not installed correctly this can cause problems later but if validated they will work fine. This was a great exercise, and would have been more interesting to talk to the others in my group for the planned zoom meeting, however they missed the meeting and the chance to discuss this challenge.

MDM565 Week 2.

Good Design Choices. By: Kamal B. Nirmul

In this discussion, we will explore several key concepts in design, including "art vs. design," the process behind successful "design decisions", and examples of "visual hierarchy." Although art and design share some similarities, they are fundamentally different. Art is a personal medium that embraces diverse forms of expression, visual stimulation, emotional connections, and varying interpretations. In contrast, design is conceptual and involves a structured process that delivers a specific outcome or product within a defined criteria or formula. Many designers may fail when they let their artistic tendencies overshadow their design principles, resulting in ineffective outcomes. While some people identify strictly as artists or designers, others can find a balance, incorporating elements of both disciplines into their work using the design process through decisions and proper usage of visual hierarchy.

Art Vs Design:

Let's look at two different perspectives on art and design. In, the History of Graphic Design a detailed examination of the distinctions and overlapping between art and design is clear. The authors highlight that while both disciplines share visual and creative elements, they serve fundamentally different purposes. Art has always been described and regarded as a personal medium for expression, often open to multiple interpretations and emotional or critical responses (Meggs & Purvis, 2016). Art prioritizes the artist's vision and the evocation of emotions. Design in contrast is portrayed as scientific or a problem-solving process that focuses on clear communication and functionality. Designers must adhere to specific goals, often dictated by client needs and user expectations, making design a more structured and objective practice (Meggs & Purvis, 2016). Effective design requires a balance between creativity and practicality, ensuring that aesthetic appeal does not compromise the message's clarity or functionality. Meggs and Purvis provide a comprehensive understanding of how art and design influence and complement each other, and yet remain true to their objectives and methodologies in graphic design historically. (Meggs & Purvis, 2016).

From Graphic Icons, Clifford explores the distinctive differences between art and design. While both fields involve creative processes, Clifford highlights the key distinctions that set them apart. Art is often more subjective and expressive, focusing on personal interpretation and emotional impact. In contrast, design is typically goal-oriented, aiming to solve specific problems and communicate clear messages effectively for example the concept of "form follows function." (Clifford, 2014). He discusses how designers like Josef Müller-Brockmann used grid systems to create order and clarity in the structure and readability of design. This approach contrasts with Art’s fluid and interpretive nature (Clifford, 2014). He explains that design must adapt to various constraints and requirements, such as client needs and audience expectations, which is less commonly a concern in the art world.

When comparing art and design, art often leans towards chaos, randomness, and emotional expression, while design emphasizes logic, clarity, communication, and order. The image taken from Eden Gallery exemplifies these contrasting concepts. A colorful piece of art on the building showcases the power of artistic expression. The home or structure is a product of a technical and meticulous design, merging aesthetic appeal with functional intent. The contrasting colors create a striking visual counterpoint, highlighting the balance between art and design (Eden Gallery, 2021).

Design Choices:

In the design process, creative choices are also very important and necessary for the best work to succeed. Here are two different views on this process. In "Storytelling in Design", (Dahlström 2019). The emphasis is that design decisions are deeply connected to understanding the user's journey and context. Every product must be viewed as a product experience story. Modern user experiences are non-linear and multifaceted, requiring designers to consider diverse paths and user nuances. Custom experience maps are crucial for integrating various interactions into a cohesive narrative, enhancing personalization and context awareness. Dahlström advises focusing on understanding the main audience and their variations, which leads to more informed and impactful design choices. By comprehending users' contexts and problems upfront, designers can make decisions that resonate more effectively with individual users.

In Drawing for Graphic Design, Samara provides a comprehensive guide for design students and professionals explaining the importance of integrating the drawing process into their design practice (Samara, 2012). He emphasizes that drawing is also a critical tool for problem-solving. Combined with visual communication it is an essential component in the design process. Through detailed case studies and practical examples, Samara demonstrates how drawing can be utilized to develop conceptual principles and create effective design solutions. He covers various techniques with narrative creation and the integration of drawing with modern digital tools. He explains how drawing can enhance the creative process further and result in more thoughtful and impactful designs. By highlighting the importance of drawing within the design workflow, Samara provides valuable insights and methods that significantly enhance a designer's choices and skill set. (Samara, 2012).

An interesting design decision example is the Rabbit R1 portable AI computer device, like an iPod in terms of simplicity. The design decisions behind the Rabbit R1 reflect a focus on fun, whimsy, and unique user experience. Priced at $200, the R1's vibrant orange color, swiveling camera, and MP3 player-like design emphasize a playful aesthetic. Its compact form and simple interface cater to casual, on-the-go usage. Despite lacking advanced features, its AI capabilities for basic tasks and charming design elements have gained popularity so fast that the demand for production currently cannot be met. The device's distinctiveness, combined with Teenage Engineering's reputation for creative design, contributes to its appeal and consumer interest.

Comparing Visual Hierarchy

In Visual Design Solutions, Malamed emphasizes the importance of visual hierarchy in design to guide the viewer's attention and enhance comprehension. Visual hierarchy involves arranging elements that signify importance and direct the viewer through the content. Malamed discusses various techniques to achieve this, such as using contrast in size, color, and typography. She explains how larger, bolder elements naturally draw attention first, while strategic use of whitespace and alignment can create a flow that leads the viewer's eye through the information in a logical sequence (Malamed, 2015).

Munzner emphasizes the critical role of visual hierarchy in Visualization Analysis and Design. She uses visual hierarchy to create effective visualizations and argues that visual hierarchy is essential for guiding the viewer's attention through logical visualization (Munzner, 2014). Establishing a clear visual hierarchy involves prioritizing elements based on their importance and the viewer's needs, enhancing comprehension and engagement. Munzner explains that larger and more prominent elements naturally draw the viewer's eye first, while strategic use of color and contrast can further highlight key information. She also discusses how alignment and grouping can help structure the information logically, making it easier for the viewer to follow and understand the data. A well-executed visual hierarchy improves aesthetic appeal and the effectiveness of the visualization by making it more intuitive and accessible to the audience. Munzner provides practical examples and a detailed framework for implementing visual hierarchy in visualization design, ensuring effortless navigation and quick interpretation of complex data (Munzner, 2014).

Finally, let's talk about some examples of Visual Hierarchy: In our case study, we analyzed three movie posters for films titled "Blind," each representing a different genre: Documentary, Romantic Comedy, and Science Fiction (Full Sail University, 2024). The Documentary poster uses a serif font and a stark contrast between dark and bright colors to emphasize a serious, transformative theme, reinforced by film festival laurels that add credibility. The Romantic Comedy poster features playful typography and bright colors to convey a light-hearted, humorous narrative, with a central image of a stylish woman looking into a rearview mirror. The Science Fiction poster employs a minimalist design with cool tones and an abstract eye, suggesting futuristic technology, with the title in braille to add mystery. Each poster’s visual hierarchy effectively guides the viewer’s attention: titles are prominent, central images are eye-catching, and supporting text provides context. These design choices reflect the story and engage the target audience, demonstrating the importance of visual communication in film marketing. This case study highlights how different design elements and visual hierarchy can convey distinct genres and attract specific audiences (Full Sail University, 2024).

Design cannot function or exist with these and many other similar design processes, these concepts can make it more of a science and further away from the art world, although Design and Art are constantly paired with or against each other.

References:

Clifford, J. (2014). Graphic icons: visionaries who shaped modern graphic design.

Peachpit Press. https://learning.oreilly.com/library/view/graphic-icons- visionaries/9780133156195/

Dahlström, A. (2019). Storytelling in design. O'Reilly Media.

https://learning.oreilly.com/library/view/storytelling-in-design/9781491959411/

Full Sail University. (2024). 2.4 Case Study. MDM565-O Term C202405 Section 01.

https://online.fullsail.edu/class_sections/194593/modules/722165/activities/4166799

Malamed, C. (2015). Visual design solutions: principles and creative inspiration for

learning professionals. Wiley. https://learning.oreilly.com/library/view/visual-design-solutions/9781118864043/

Meggs, P. B., & Purvis, A. W. (2016). Meggs' history of graphic design (6th ed.). John

Wiley & Sons.

Munzner, T. (2014). Visualization analysis and design. A K Peters/CRC Press.

https://learning.oreilly.com/library/view/visualization-analysis-and/9781466508910/

Pierce, D. (2024, April 24). A morning with the rabbit R1: a fun, funky, unfinished AI

gadget. The Verge. https://www.theverge.com/24138746/rabbit-r1-hands-on-ai-gadget-chatgpt

Samara, T. (2012). Drawing for graphic design: Understanding conceptual principles

and practical techniques to create unique, effective design solutions. Rockport Publishers. https://learning.oreilly.com/library/view/drawing-for-graphic/9781592537815/

Visual Citation Examples:

Eden Gallery. (2021, July 7). Modern house with colorful wall art.

https://d11kvfv4kxw5s4.cloudfront.net/wpcontent/uploads/sites/15/2021/07/01084053/5ac70dac-fe35-4ec3-b1f3-126ba961877c_1_105_c-1.jpeg

Rabbit.tech. (2024). *Rabbit R1*. https://www.rabbit.tech/rabbit-r1

Full Sail University. (2024). 2.4 Case Study (Graphic 1). MDM565-O Term C202405 Section

01. https://online.fullsail.edu/class_sections/194593/modules/722165/activities/4166799

Design Challenge 2:

A unique and fun challenge, I enjoyed using Photoshop to express these holidays for various events in my mind. Yes, I thought about the designs and did not just throw them together to flex my photoshop skill levels. I did not use any thing but Adobe stock images, no graphics were used in the process just images and they were all made with non destructible editing..

MDM565 Week 3

Design & Style Essay:

This essay is a discussion on the research of design and style about “typography used with imagery”, the elements of visual design”, and “lastly the principles of design”. Let us look at some author's perspectives and a few images in context to the subject matter.

Type & Text:

In "Graphic Design, Referenced," the authors emphasize the importance of effectively combining text and images to enhance communication and visual appeal. They also highlight that the integration of these elements must be done with careful consideration of balance, hierarchy, alignment, and contrast. By focusing on these principles, designers can create layouts that guide the viewer's eye and emphasize key messages. The authors discuss the significance of ensuring readability and accessibility, particularly when overlaying text on images, which may involve adjusting text size, and weight, or using text boxes to maintain clarity (Vit & Gomez Palacio, 2009). This comprehensive approach to combining type and imagery underscores the book's commitment to providing a foundational understanding of graphic design principles that govern effective visual communication.

Now on the other hand, "Type, Image, Message: A Graphic Design Layout Workshop" takes a more hands-on approach, offering practical techniques for merging type and image in design projects. They explore four main strategies: separation, fusion, fragmentation, and inversion. Each strategy presents a unique way to balance and juxtapose text and imagery, creating dynamic compositions that communicate effectively (Skolos & Wedell, 2006). For instance, fusion involves merging text and images into a single cohesive entity, while fragmentation displaces these elements to create tension and interest. By deconstructing complex layouts and providing step-by-step guidance, the authors equip designers with the tools to experiment and innovate in their work. This workshop-style approach makes the book a valuable resource for designers looking to enhance their skills in integrating type and imagery effectively.

This festival poster for the 10th Jazzdor Festival in Strasbourg and Berlin creatively combines bold typography and vibrant abstract imagery to produce a visually striking and effective design. The repetitive, flowing arrangement of the text mirrors the curving shapes in the background, creating a sense of movement and rhythm that reflects the musical theme of the event. The bold, sans-serif typeface ensures legibility, while the bright colors enhance visibility and impact. The abstract shapes evoke the energy and vibrancy of jazz music, seamlessly integrating with the typography to form a cohesive, eye-catching, and informative design that captures the festival's dynamic spirit Type-01. (n.d.).

Visual Design:

Meggs' offers a historical and comprehensive perspective on visual design. This book emphasizes the evolution of design principles and how they have been shaped by cultural, technological, and artistic developments over time (Meggs & Purvis, 2016). Meggs and Purvis highlight the role of visual hierarchy in guiding the viewer's eye and enhancing the communication of a design. With key elements such as typography, color, imagery, and layout, they show how these components work together to create effective visual communication. Historical and contemporary examples of design explain how they utilize these elements to achieve clarity, emphasis, and aesthetic appeal. With historical context, learners and readers may understand the foundational principles of visual design and their application across different periods and styles (Meggs & Purvis, 2016).

In contrast, "The Fundamentals of Typography" focuses mainly on the principles and practical applications of typography within the broader context of visual design. The main focus is on the technical aspects of type, including typefaces, fonts, and the anatomy of type, and how these elements contribute to visual hierarchy and readability (Ambrose, Harris, & Theodosiou, 2020). Providing practical guidance on using typographic elements to create effective and aesthetically pleasing designs, supported by numerous case studies and examples from contemporary practitioners. The authors address modern challenges such as digital and kinetic typography, offering strategies for adapting traditional typographic principles to new media. They also refer to historical influences, “Fundamentals.”, places a strong emphasis on the practical implementation of design principles in real-world contexts, for both students and professionals seeking hands-on experience and insights into contemporary typographic practices (Ambrose, Harris, & Theodosiou, 2020).

The second concert poster seen in the case study, "the Go-Go's" concert poster from 1994 exemplifies the effective use of visual design elements to create an engaging and dynamic composition. This poster utilizes vibrant colors, bold patterns, and striking silhouettes of dancers to draw attention and convey a lively, energetic atmosphere (Full Sail University, 2024). The text, while present, is integrated seamlessly into the overall design, ensuring that the necessary information is still accessible. Key elements such as line, color, shape, and texture are used strategically to create a psychedelic, retro-themed aesthetic that captures the viewer's interest. The use of complementary colors, diagonal lines, and varied typography all contribute to the poster's visual appeal, effectively communicating the event's energetic vibe through well-executed design elements (Full Sail University, 2024).

Principles of Design:

Malamed is a master of the essential design principles of alignment, contrast, repetition, and proximity, she emphasizes their vital role in crafting effective visual communication within educational settings. By integrating these principles, instructional designers and e-learning professionals can create visuals that not only capture attention but also enhance comprehension (Malamed, 2015). Her practical approach, enriched with clear examples and sensible advice, simplifies the design process, making it accessible even to those without a graphic design background. Malamed’s work highlights the importance of these foundational principles in developing visually engaging and pedagogically effective learning materials.

Clifford explores the evolution of design principles through the contributions of influential designers like Paul Rand and Saul Bass. He also emphasizes how their innovative approaches to simplicity, clarity, and functionality have shaped modern graphic design (Clifford, 2014). Clifford highlights the continued relevance of principles such as balance, contrast, and alignment in enhancing communication and user experience. Exploring these visionary designers' works, seekers may gain a deeper understanding of how foundational design principles have been applied and adapted over time, underscoring their lasting impact on contemporary design practices.

The third concert poster for the Go-Go's concert in 1982 effectively applies the principles of design to create a balanced and visually appealing composition. This poster uses balance, contrast, emphasis, movement, and harmony to convey a cheerful and festive atmosphere (Full Sail University, 2024). The balance is achieved through the symmetrical arrangement of text and images, while the colorful vertical stripes and pennants add contrast and visual interest. Emphasis is placed on the band's name and the concert details, ensuring they stand out against the playful background. The imagery of the band members dressed as aquacade skiers adds a humorous and whimsical touch, creating a sense of movement and liveliness. Harmony is achieved through the cohesive use of colors and patterns, which tie the various elements together into a unified design. This poster demonstrates how the principles of design can be used to create an effective and visually engaging communication tool (Full Sail University, 2024).

In summary, all the elements and principles used in design are vital for proper design functionality. Typography is a major tool in functional design, playing a crucial role in readability, hierarchy, and overall aesthetic appeal. The careful selection and arrangement of type can significantly impact how information is perceived and understood, making it an integral component of effective visual communication. By combining these elements and principles with thoughtful typography, designers can create cohesive and impactful designs that effectively convey their intended messages.

References:

Ambrose, G., Harris, P., & Theodosiou, S. (2020). The fundamentals of typography (3rd ed.).

Bloomsbury Visual Arts.

Clifford, J. (2014). Graphic icons: visionaries who shaped modern graphic design. Peachpit

Press. https://learning.oreilly.com/library/view/graphic-icons-visionaries/9780133156195/

Full Sail University. (2024). 3.5 Case study (stylization).

https://online.fullsail.edu/class_sections/194593/modules/ 722166/activities/4166807

Malamed, C. (2015). Visual design solutions: principles and creative inspiration for learning

professionals. Wiley. https://learning.oreilly.com/library/view/visual-design-solutions/9781118864043/

Meggs, P. B., & Purvis, A. W. (2016). Meggs' history of graphic design (6th ed.). John Wiley &

Sons.

Skolos, N., & Wedell, T. (2006). Type, image, message: a graphic design layout workshop.

Rockport Publishers. https://learning.oreilly.com/library/view/type-image-message/9781592531899/

Vit, A., & Gomez Palacio, B. (2009). Graphic design, referenced. Rockport Publishers.

https://learning.oreilly.com/library/view/graphic-design-referenced/9781592534470/

Visual Citation References:

Type-01. (n.d.). 10. Festival Jazzdor Strasbourg Berlin poster. https://type-01.com/type-posters-

top-30-studios-designers-projects-for-type-inspiration/

Full Sail University. (2024). 3.5 Case Study (Stylization).

https://online.fullsail.edu/class_sections/194593/modules/722166/activities/4166807

Design Challenge 3:

These were an interesting take on what we have been doing in this class. I found the setting up the files a little ridiculous, I suppose that is to teach how to deal with crazy bosses and assignments with too many instructions. So it was a mix of photoshop and indesign, I used photoshop to do all the graphics and text etc. and then I used Indesign as instructed to make the pole banner sign layout art. I am a signage professional so this was sort of a treat for me. This is not how we set up production files in the real world of signage by the way. Design wise, I think I could tune up all three a little more time after our critique, along with the other three projects from this class. Good stuff, - Kamal

MDM 565 WEEK 4

The Remixes:

The challenge waste not go to crazy wit the designs, but also still using some real world experience.

MDM570

MDM570 Week 1

Sonic Science Essay

Sonic Branding

Sonic branding is the strategic use of sound to establish and enhance a brand's identity. This involves creating audio elements like jingles, sound logos, and specific auditory cues that help consumers instantly recognize and emotionally connect with the brand.

Perspective 1:

From a marketing standpoint, sonic branding is crucial for distinguishing a brand in a competitive market. Sounds can create immediate recognition and reinforce brand messages across various platforms. For example, Intel’s iconic five-note sound logo not only ensures brand recall but also communicates the brand's technological prowess and reliability (Lidwell, Holden, & Butler, 2023).

Perspective 2:

From a production and composition perspective, sonic branding involves meticulous technical preparation and creative execution. Composers must synchronize audio elements with visual media to create a cohesive and impactful experience. This involves understanding frame rates, timecodes, and the use of specific audio cues like risers and stingers to emphasize key moments, thereby enhancing the overall emotional impact of the media (Hannan, 2023).

Comparison and Synthesis:

Philips’ synthesis with Massive Music to create a unique sonic brand identity highlights the integration of humans and technology, aligning with its values of innovation and customer-centric experiences (Full Sail University, 2024). The marketing perspective emphasizes sonic branding as a tool for brand differentiation and consumer recall, while the production perspective focuses on the technical process of crafting these audio elements. Synthesizing these views, sonic branding merges strategic marketing with precise audio production to create a unified, emotionally resonant brand identity. Additionally, from a consumer behavior perspective, the effectiveness of sonic branding lies in its ability to trigger emotional responses and create lasting memories, highlighting the importance of a comprehensive approach that ensures both recognition and deep emotional connection (Full Sail University, 2024). An example of a sonic brand example is the Philips CD-I videogame console intro, Obsolete Gaming. (2013, July 27).

Three Categories of Sound

In film and media, sound is categorized into three main types: music, speech, and sound effects. These sounds are further divided into diegetic and non-diegetic categories. Diegetic sound originates from within the film's world and is audible to the characters, such as dialogue, footsteps, or ambient noises (Nick, 2016). Non-diegetic sound, on the other hand, is not heard by the characters and includes background music, voiceovers, and sound effects added for dramatic emphasis (The Los Angeles Film School, n.d.). Meta-diegetic sound represents sounds that are imagined or hallucinated by a character within the film's world.

Perspective from The Artifice

According to Nick (2016), diegetic and non-diegetic sounds play crucial roles in storytelling and emotional engagement. In "One Week," non-diegetic narration and music are used to underscore the protagonist's emotional journey, creating a mood that aligns with the narrative's themes of reflection and impending loss. In contrast, "Jurassic Park" employs non-diegetic music to build suspense and excitement, particularly during action sequences involving the T-Rex. These examples illustrate how sound design can enhance a film's emotional and narrative impact.

Perspective from The Los Angeles Film School

The Los Angeles Film School (n.d.) emphasizes the technical importance of sound in achieving realism and immersion in films, music production, and video games. High-quality sound, including asynchronous sound effects that do not directly correlate with on-screen action, is crucial for creating a believable environment. This perspective highlights the need for precise sound design to avoid distractions and ensure that the audio matches the visual elements, thereby enhancing the overall quality of the production.

Comparison and Synthesis:

While Nick (2016) focuses on the narrative and emotional functions of sound, The Los Angeles Film School (n.d.) stresses the technical aspects and realism that sound brings to various forms of media. Synthesizing these perspectives reveals that effective sound design is a blend of artistic and technical skills. Sound not only enhances storytelling and emotional engagement but also ensures a realistic and immersive experience. High-quality sound design, therefore, requires balancing these elements to create a compelling and believable world for the audience. Now Philips’ collaboration with Massive Music to create a unique sonic brand identity highlights the integration of humans and technology, aligning with its values of innovation and customer-centric experiences (Full Sail University, 2024). The marketing perspective emphasizes sonic branding as a tool for brand differentiation and consumer recall, while the production perspective focuses on the technical process of crafting these audio elements. Synthesizing these views, sonic branding merges strategic marketing with precise audio production to create a unified, emotionally resonant brand identity. Additionally, from a consumer behavior perspective, the effectiveness of sonic branding lies in its ability to trigger emotional responses and create lasting memories, this is the importance of a comprehensive approach that ensures lasting recognition and deep emotional connections (Full Sail University, 2024).

For this audio example, the opening scene for Jurassic Park is a great example of the use of both

diegetic and non-diegetic sounds, Movieclips. (2023, June).

Audio Logos:

An audio logo, also known as a sonic logo, it is a brief, distinctive sound or musical phrase associated with a brand, just like a visual logo but experienced through the ears. The sounds are designed to be easily recognized and create a strong, memorable association with the brand they represent. Audio logos tap into the brain's echoic memory, enabling quick recall and strong emotional connections with a brand.

Perspective 1: Emotional Connection and Brand Recognition

Rios, says audio logos effectively forge emotional connections with consumers by leveraging the brain's ability to recall sound patterns with minimal exposure Rios (2022). The familiarity and emotional resonance of audio logos make them a powerful marketing tool. An example is The "ba-da-ba-ba-ba, I'm lovin' it" jingle by McDonald's that evokes immediate brand recognition and positive feelings, with the effectiveness of how an audio logo should create a lasting impression.

Perspective 2: Evolution and Versatility of Audio Logos

Sonic Minds (2023), discusses the evolution of audio logos from simple jingles to comprehensive audio identities. Modern audio logos, such as Intel's five-note sequence, go beyond mere brand recall by creating a holistic and adaptable soundscape that can be modified to fit various contexts and platforms. Having flexibility allows a brand to maintain consistency while appealing to different regional and cultural audiences.

Comparison and Synthesis

Both perspectives emphasize the importance of audio logos in branding, yet they highlight different aspects. Rios (2022) focuses on the emotional and mnemonic impact of audio logos, underscoring their ability to create instant recognition and positive associations. Sonic Minds (2023), on the other hand, stresses the adaptability and evolving nature of audio logos, illustrating how they can be integrated into a broader audio branding strategy. A successful audio logo must both evoke strong emotional responses and be versatile enough to adapt to various media and cultural contexts. Using a dual approach ensures that the audio logo remains relevant and effective across different touchpoints, enhancing the overall brand experience. Here is an iconic audio logo, the Intel iconic five-note audio logo, this audio clip is instantly recognizable and has become synonymous with the brand. It exemplifies how a simple, memorable tune can effectively convey a brand's identity and values across different platforms and over time.

References:

Full Sail University. (2024). The sound of Philips.

https://online.fullsail.edu/class_sections/194607/modules/731670/activities/4219321

Hannan, M. (2023). Scoring for Short-Form Media. In the craft of music composition for film, TV, and games.

Taylor & Francis. https://learning.oreilly.com/library/view/the-craft-of/9781317396864/

Lidwell, W., Holden, K., & Butler, J. (2023). Sonic branding, in universal principles of design, revised and

updated. Rockport Publishers. https://learning.oreilly.com/library/view/universal-principles-of/9780760378212/xhtml/086_Chapter081.xhtml

Nick. (2016, May 8). Importance of diegetic and non-diegetic sounds in film. The Artifice. https:// the-

artifice.com/importance-of-diegetic-and-non-diegetic-sounds-in-film/

Rios, R. (2022, August 1). Audio logos: what they are, why they work, and how to use them.

https://webflow.com/blog/audio-logos

Sonic Minds. (2023, August 24). Here are the sound logos you won’t forget – find out why.

https://sonicminds.dk/here-are-the-sound-logos-you-wont-forget/

The Los Angeles Film School. (n.d.). The importance of sound. the Los Angeles film school.

https://www.lafilm.edu/blog/the-importance-of-sound/

Audio Citations:

Obsolete Gaming. (2013, July 27). Philips Cdi console start up. YouTube.

https://www.youtube.com/watch?v=DT_GjFCsNRo

Movieclips. (2023, June). Jurassic Park (1993) - welcome to Jurassic Park scene. YouTube.

https://www.youtube.com/watch?v=E8WaFvwtphY

Intel. (2015, March 13). Intel - sound logo. YouTube. https://www.youtube.com/watch?v=-ihRPi4wcBY

Design Challenge 1

I made these three jingles using GarageBand with proprietary loops that were provided from GarageBand by downloading the extensive sound audio libraries that come with these programs for free. Some of them are shared by the Logic Pro audio libraries. Apple Loops are pretty good for a starting point in audio compositions. In this case I was using GarageBand and imported my AIff file into Adobe Audition and used that to export my MP3s, which I could have all did in GarageBand, but since the assignment is required to use Audition, It made sense to do it this way. Each was piece was created with the intent of personifying the events that go with the banners from last class final assignment. The Halloween is for kids, goofy, a tiny bit creepy, and kind of a circus in terms of sound. Now the Kwanzaa piece is tribal and African, and has African animals in the background of excitement and a little bit of a beat. Finally the Earth Day one is a psychological and female earth vibe, but also represents the earth and life from the Earth and Alien.

MDM570 Week 2.

Making the Cut. Essay By: Kamal B. Nirmul

Selective Attention

Selective attention in video editing refers to the editor's ability to direct the viewer's focus to specific elements within a scene or sequence, thereby enhancing the narrative or emotional impact of the content. This technique involves making deliberate choices about which visual and auditory components to emphasize or downplay, ensuring that the audience pays attention to the most critical aspects of the story at any given moment.

First Perspective:

In "Film Editing” the emphasis is that the role of rhythm and pacing in film editing are pivotal elements that contribute to effective storytelling and establishing a film’s stylistic feel (Avid, 2018). Dulaimy draws an analogy between editing and musical composition, suggesting that just as music relies on beats per minute to create tempo, film editing relies on the timing of cuts to create rhythm. This perspective highlights the instinctive nature of editing, where good decisions are often felt rather than analytically determined. Through examples from "Moneyball" and personal experiences, Dulaimy illustrates how strategic cuts and pacing can enhance the emotional impact and engagement of the audience.

Second Perspective:

Kendra Cherry, from Very Well Mind, delves into the psychological concept of selective attention, describing it as the process by which individuals focus on specific stimuli while filtering out irrelevant information (Cherry, 2023). Cherry explains selective attention through the "spotlight" and "zoom lens" models, which highlight how attention can be focused narrowly or broadly to manage sensory information. This perspective provides a cognitive framework for understanding how selective attention operates both visually and auditorily, enabling individuals to prioritize certain elements of their environment while ignoring others. Cherry’s exploration includes various theories and practical implications, making it a comprehensive resource for understanding the mechanisms behind attention and its impact on perception and behavior.

Comparison and Third Perspective:

Both Dulaimy’s and Cherry’s perspectives emphasize the importance of focusing on critical elements while managing the less relevant ones, albeit in different contexts. Dulaimy’s focus is on the artistic and instinctive aspects of film editing, where selective attention manifests in the form of rhythmic and paced cuts that guide the viewer’s experience (Avid, 2018). In contrast, Cherry’s approach is more scientific, explaining the cognitive processes that allow individuals to filter information and concentrate on important stimuli (Cherry, 2023).

A third perspective is provided by the Full Sail University case study on advertising strategies, which underscores the practical application of selective attention in marketing campaigns (Full Sail University, 2024). The case study highlights how campaigns like Dove’s "Real Beauty" and Old Spice’s "The Man Your Man Could Smell Like" successfully captured audience attention by focusing on relatable, emotionally resonant content while disregarding conventional, less engaging advertising techniques. This application of selective attention in advertising demonstrates its power in transforming audience interaction and emphasizes the blend of intuition and intellect in creating impactful campaigns.

Visual Example:

A selective attention test where a ball is passed around by cups, is a pretty good example of how the mind and eyes can be tricked.

https://youtu.be/_bnnmWYI0lM

Rhythm:

Rhythm in video editing refers to the deliberate pacing and timing of cuts and transitions to create a cohesive and engaging narrative flow. It is akin to the rhythm in music, where the editor must intuitively decide when to cut or extend a shot to maintain viewer interest and emotional impact. This involves understanding the natural tempo of scenes, which can vary depending on the context and desired effect. For instance, fast cuts can heighten tension and excitement, while slower pacing allows for deeper emotional engagement and reflection. By effectively managing rhythm, editors can guide the audience's attention, evoke specific emotions, and enhance the overall storytelling experience, making the film or video more compelling and dynamic.

First Perspective:

Professor Dr. Adam Baldowski, in his lecture "How an Editor Thinks and Feels," emphasizes balancing intuition with technical skills in editing. He highlights rhythm as crucial for narrative flow and audience engagement, explaining that it involves instinctively knowing when to cut and transition between shots (Baldowski, 2024).

Second Perspective:

Walter Murch, in his BAFTA Guru interview, compares editing rhythm to dance and timing jokes. He discusses how precise timing and digital tools enhance narrative and emotional impact, emphasizing rhythm’s role in maintaining audience engagement (BAFTA Guru, 2013).

Comparison and Third Perspective:

Baldowski focuses on the intuitive feel of rhythm in storytelling, while Murch emphasizes timing and digital advancements. The Full Sail University case study on advertising strategies illustrates the practical application of rhythm in successful professional marketing campaigns like Dove’s "Real Beauty" and Old Spice’s "The Man Your Man Could Smell Like." These campaigns consistently show how rhythm and pacing can create engaging and emotionally resonant advertisements (Full Sail University, 2024).

Example:

In this short visual poly rhythm video, the cues emphasize the overall rhythm of the video by animating to the sound and visual rhythm. https://youtu.be/mIyJHC4DWU4

Pacing:

Pacing in video editing refers to the speed and rhythm at which scenes and shots are sequenced, affecting the overall flow and emotional impact of the narrative. It involves determining the duration of each shot and the timing of transitions to create a dynamic and engaging viewing experience.

First Perspective:

Film Editing Pro’s video on pacing provides practical tips for maintaining appropriate pacing in video editing. The video emphasizes adjusting the speed of cuts to match modern audience expectations and attention spans, suggesting that faster cuts are generally more effective. However, it also stresses the importance of allowing significant emotional moments or events to breathe, achieving a balanced edit that keeps viewers engaged (Film Editing Pro, 2019).

Second Perspective

Jay Lippman’s video on rhythm in video editing also touches on pacing, highlighting its significance in creating compelling and engaging footage. Lippman explains that rhythm in film is achieved through techniques such as average shot duration and strategic cutting. Using Alfred Hitchcock's "Psycho" as a case study, he demonstrates how the pacing of cuts contributes to the overall impact of a scene, particularly the famous shower scene. This perspective underscores the role of pacing in enhancing storytelling by maintaining viewer interest and emotional engagement (Lippman, 2020).

Comparison and Third Perspective:

Both perspectives emphasize the importance of pacing in creating engaging content but approach it differently. Film Editing Pro focuses on matching the pacing to audience expectations, advocating for faster cuts while allowing emotional moments to linger (Film Editing Pro, 2019). Lippman, on the other hand, highlights the strategic use of shot duration and cuts to create rhythm and impact, demonstrating this with a classic film example (Lippman, 2020). Once again our case studies campaigns effectively used pacing to engage audiences. These campaigns balanced fast cuts with moments that allowed key messages to resonate, illustrating the practical application of pacing in creating impactful and emotional advertisements (Full Sail University, 2024).

Visual Example:

A classic film visual example of effective pacing can be seen in Alfred Hitchcock's "Psycho," particularly the shower scene. The rapid cuts combined with moments of stillness create a rhythm that heightens tension and horror, demonstrating the powerful impact of pacing on the audience’s emotional response.

https://youtu.be/BYnPGS9Ev8w?si=jCpUTiyNUWnsgWf7

References:

Avid. (2018, August 5). Film editing: the importance of rhythm and pace. Avid. https://www.avid.com/

resource-center/film-editing-the-importance-of-rhythm-and-pace

Baldowski, A. (2024). How an editor thinks and feels [Lecture]. Full Sail University, MDM570-O.

https://online.fullsail.edu/class_sections/194607/modules/731671/activities/4219326

BAFTA Guru. (2013, September 20). Walter Murch: On editing.

https://www.youtube.com/watch?v=WcBpXLNmS3Q

Cherry, K. (2023, December 18). How we use selective attention to filter information and focus. Very well

mind. https://www.verywellmind.com/what-is-selective-attention-2795022

Film editing pro. (2019, April 19). Video editing pacing tips. YouTube.

https://www.youtube.com/watch?v=IG683SXcal4

Full Sail University. (2024). Week 2: Interpretation. Intellect. Intuition. MDM570-O.

https://online.fullsail.edu/class_sections/194607/modules/731671/activities/4219329

Lippman, J. (2020, September 6). What is rhythm in video editing? | How to cut footage like a pro.

https://www.youtube.com/watch?v=43BJA3eYQc0

Visual/Audio Citations:

Universal Pictures. (2019, October 16). Psycho | The Shower Scene [Video]. YouTube.

https://youtu.be/BYnPGS9Ev8w?si=jCpUTiyNUWnsgWf7

Webb, M. (2018, January 11). Selective attention test [Video]. YouTube. https://youtu.be/_bnnmWYI0lM

PCC Free Space. (2023, February 2). 2023 best animated polyrhythm [Video]. https://youtu.be/mIyJHC4DWU4

Design Challenge 2

This issue with this design challenge was just thinking about trying to figure out what I was gonna do that was going to work. The first three clips are gifs of the three holidays. I made the later which were, experiments before I finalized my thoughts on what I was going to try achieve in this lesson. My approach was to make them different. First the way we were shown and then I tried to think outside the box or outside the cup. I should say I think it subtractive way is unique but also in an additive way it is it is good too. You can make a lot of cool special effects exporting video masks with Gif files in Adobe premiere but it took a lot of time to export it, more than expected. I was surprised it took so much processing for M1 mini for an M1 mini. Otherwise, I tried to create the flavor and the feeling of each holiday in each piece. One was non-text, and the other two were animated motion poster and flyer.

MDM570 Week 3

Methods of Motion

Essay by Kamal B. Nirmul

Motion graphics are animated computer graphics, they are usually simpler than full-on animations, although they might have a dash of animation involved and often much shorter in time compared. Motion graphics tend to be text or graphic-based. Since the advent of motion graphics for film, movies, TV, the internet, and other media, they have revolutionized how visual storytelling and communication are executed.

Motion graphics are used extensively in opening title sequences, commercials, information graphics (infographics), and broadcast graphics. They are an essential tool for modern media, allowing creators to convey messages and tell stories in a visually engaging way. This type of graphic design combines elements of typography, illustration, and video to create compelling visuals that capture and maintain the viewer's attention.

The growth of digital technology has further expanded the possibilities of motion graphics, making them an integral part of contemporary media production and design. From simple text animations to complex visual effects, motion graphics continue to evolve, offering endless creative opportunities for designers and storytellers.

Perspectives on Motion Graphics

Krasner's perspective on motion graphics is that it is a multifaceted and dynamic field that requires a deep understanding of both theoretical principles and practical applications. In his comprehensive guide, Krasner emphasizes the importance of mastering various software tools and techniques to create engaging and effective motion graphics (Krasner, 2013). He believes that motion graphics are not just about creating visually appealing animations but also about conveying meaningful messages and enhancing the overall branding and communication efforts of a project. Through detailed illustrations and real-world examples, such as TV network branding projects and advertising campaigns, Krasner demonstrates how theoretical concepts can be applied in practical, real-world scenarios (Krasner, 2013). His approach highlights the need for designers to be versatile and well-versed in both the creative and technical aspects of motion graphic design.

Wikipedia’s article on motion graphics provides a varied broad approach and detailed perspective on the field, emphasizing its historical development, technological advancements, and diverse applications. Diving into motion graphics as the combination of animation and digital footage to create the illusion of motion, often enhanced with audio (Wikipedia, 2024). It traces the origins of motion graphics to early 20th-century experimental films by artists such as Walther Ruttmann and Hans Richter, and highlights the pioneering contributions of John Whitney and Saul Bass (Wikipedia, 2024). The evolution of computer-generated motion graphics is mentioned, noting the important significant impact of digital software tools like Adobe After Effects and Cinema 4D or similar, in making motion graphics more accessible and sophisticated (Wikipedia, 2024). Various animation methods are acknowledged by notable figures in the industry, providing comprehensive insight into the creative processes and historical context that define motion graphics (Wikipedia, 2024). This resource portrays motion graphics as an ever-evolving art form, deeply intertwined with technological progress and creative innovation.

It becomes evident that while Krasner emphasizes the practical and versatile application of motion graphics in enhancing branding and communication, the Wikipedia article provides a historical and technological context for the evolution of the field. Krasner’s approach is rooted in the contemporary usage and skill development required for motion graphic designers, focusing on the blend of creativity and technical expertise needed to succeed (Krasner, 2013). In contrast, the Wikipedia article offers a comprehensive overview of the field’s development, acknowledging both historical pioneers and modern advancements (Wikipedia, 2024). Combining these views, it can be argued that a successful motion graphics designer must not only be proficient in current software and techniques, as Krasner suggests but also have an appreciation for the historical and technological evolution of the field. This integrated perspective highlights the importance of both practical skills and a deep understanding of the field’s rich history, enabling designers to create more innovative and contextually informed motion graphics. A great example of a modern motion graphic is the “Nintendo Switch motion logo” graphic. Simple yet powerful with a sound that is very distinguishable to the brand. https://www.youtube.com/watch?v=KH8VsFxbi24.

Perspectives on the Difference between Animation and Motion Graphics

Blazer explores the relationship between animation and motion graphics, emphasizing their distinct yet complementary nature. Traditionally, animation has been associated with filmmaking, focusing on experimental and character-driven narratives for television, movies, and video games. On the other hand, motion graphics have been rooted in graphic design, concentrating on branding, content promotion, and applications in advertisements, broadcast graphics, and film titles (Blazer, 2015). Blazer argues that despite their different origins, the two forms share significant commonalities and can greatly benefit from each other. Animators can adopt the discipline and deadline-oriented approach of motion graphics, while motion graphics artists can incorporate animation’s experimental storytelling techniques. Blazer’s holistic approach encourages practitioners to draw from both disciplines to enhance their storytelling abilities, thereby creating more innovative and engaging animated content. This integrated perspective not only enriches the creative process but also expands the potential for compelling animated stories (Blazer, 2015).

Looking at a second view, Hladkyi asserts that the primary distinction between motion graphics and animation lies in their respective applications and storytelling capacities. He notes that motion graphics involve animating static design elements to visually explain information and enhance user engagement, whereas animation encompasses broader storytelling techniques, utilizing cinematic effects to narrate complex stories and evoke emotions (Hladkyi, 2024). He further elaborates that motion graphics are typically used to illustrate ideas or simplify complex concepts, while animation is more suited for creating compelling narratives that build strong connections with audiences (Hladkyi, 2024).

With both viewpoints it is understood that it becomes clear that while Blazer and Hladkyi acknowledge the differences in origins and applications of animation and motion graphics, they both see value in blending the strengths of each discipline. Blazer’s perspective is more integrative, encouraging a cross-disciplinary approach to enhance creative output, while Hladkyi focuses on the practical applications and storytelling capacities of each form. Combining these views, one can argue that leveraging the explanatory power of motion graphics with the emotive storytelling of animation can lead to more impactful and versatile content. This synthesis suggests that practitioners should not view motion graphics and animation as mutually exclusive but rather as complementary tools that, when used together, can enrich the narrative and visual appeal of digital media. This next video showcases the differences mentioned: “Is there a difference between Motion Graphics vs. animation?” By Motion by Videopost ca. https://www.youtube.com/watch?v=V0m6v_UW7sQ

Perspectives on the Language of Motion Graphics

Christiansen’s perspective on the language of motion graphics emphasizes its multifaceted nature, encompassing a variety of visual elements and techniques to convey messages and evoke emotions. He describes motion graphics as an art form that involves animating still images, video, 3D animation, type, and abstract elements. The language of motion graphics includes various styles, from informative infographics to highly conceptual works, highlighting the importance of animation, design, storytelling, illustration, and visual effects (Christiansen, 2020). Christiansen distinguishes visual effects, which focus on realism and live-action footage, from motion graphics, which often blend different media types to create dynamic and engaging content. He explains key terms and techniques used in motion graphics, such as green screen, rotoscoping, motion tracking, color correction, and compositing, illustrating how these elements contribute to the creation of complex and polished final products (Christiansen, 2020). His perspective underscores the intricate and specialized nature of motion graphics, with each technique representing a potential career path and a skill set essential for mastering After Effects (Christiansen, 2020).

Cone however views the language of motion graphics as a transformative tool that elevates graphic design by adding a dynamic element. He believes that motion design redefines traditional graphic design skills, expanding them into new areas such as cinematography and animation. Cone emphasizes the importance of simplicity in motion design to manage cognitive load, making it easier for viewers to grasp complex concepts. He sees motion design as a powerful means to engage audiences, convey intricate messages, and bridge the gap between consumer desires and product offerings, ultimately creating a more profound connection between the viewer and the content (Cone, 2014).

The language of motion graphics merges technical precision with creative storytelling, transforming graphic design elements into dynamic visual narratives. Justin Cone emphasizes motion design’s evolution, integrating color theory, photography, and typography into animation and cinematography (Cone, 2014). Mark Christiansen focuses on essential technical skills like green screen and rotoscoping, crucial for mastering Adobe After Effects (Christiansen, 2020). Looking at a third perspective such as the case study from Full Sail University, we can take a look at an iconic brand’s evolution. This case study showcases the interplay between visual and auditory elements and the adaptability of the iconic peacock logo through technological advances and cultural shifts (Full Sail University, 2024). This synthesis illustrates motion graphics as a field where technical expertise, creative innovation, and adaptable branding converge to create compelling visual content. The NBC logo has evolved and grown from a mere motion graphic amazing animated visual animations and concepts with their peacock logo, even sometimes funny. Here are some great examples of modern-day motion designs and logos from very progressive companies and organizations.”2D Motion Graphics Examples and Motion Design Inspirations” by Yum Yum Videos. https://www.youtube.com/watch?v=uAHigp4iNpI

References:

Blazer, L. (2015). Animated storytelling: simple steps for creating animation and motion graphics. Peachpit

Press. https://learning.oreilly.com/library/view/animated-storytelling-simple/9780134133812/

Christiansen, M. (2020). After effects 2021 essential training: the basics. Linked In Learning.

https://www.linkedin.com/learning/after-effects-2021-essential-training-the-basics/the-language-of-motion-graphics-and-effects?resume=false&u=50813145

Cone, J. (2014, January 6). Discover the language of motion design. Creative Bloq.

https://www.creativebloq.com/graphic-design/discover-language-motion-design-11410269

Full Sail University. (2024). Case study: NBC branding evolution.

https://online.fullsail.edu/class_sections/194607/modules/731672/activities/4219337

Hladkyi, D. (2024). Motion Graphics vs. Animation: Is There a Difference? Fireart Studio.

https://fireart.studio/blog/motion-graphics-vs-animation-is-there-a-difference/

Krasner, J. (2013). Motion graphic design (3rd ed.). Routledge.

https://learning.oreilly.com/library/view/motion-graphic-design/9780240821139/

Wikipedia. (2024). Motion graphics (Article). https://en.wikipedia.org/wiki/Motion_graphics

Motion Examples:

ThatOneArgentinianGamer. (2018, January 16). Nintendo Switch animated ‘click’ logo at 120 FPS template, YouTube.

Motion by Videopost ca. (2020, October 17). Is there a difference between motion graphics vs animation?

[Video]. YouTube. https://www.youtube.com/watch?v=V0m6v_UW7sQ

Yum Yum Videos. (2023, November 10). 2D motion graphics examples and motion design inspirations

[Video]. YouTube. https://www.youtube.com/watch?v=uAHigp4iNpI

Design Challenge 3

The joy of this assignment was in re-creating holiday logos into something presentable and animating one of them. While I considered animating a second logo, I decided to focus my energy on the first one. This exercise involved transforming a vector-based graphic into assets and then animating those assets in After Effects.

Although I could have applied more complexity to creating the graphic, I opted for a straightforward approach. By breaking the process into simple steps and organizing the layout in a way that made sense to me, I aimed to elevate the visual presentation. My goal was to create a holistic Earthdance logo that was vibrant, had some movement, and incorporated earth tones. This approach helped produce the desired effect, adding necessary action and emotion to the logo. I even added audio to my logo to complete the feeling.

MDM570 Week 4.

Reflection Video

Design Challenges Remakes:

Holiday Audio Jingle Sounds

Halloween Cinema Graph

Audio Motion Logo

In my design journey, I have always faced numerous design challenges, and here at Full lSail it is no different, being a professional graphic designer for over 26 years will sharpen you like the master sword of legend of Zelda which you will find in my art work. There is always criteria and thought engineered into the work in proper design scenarios. I love to learn things that help me expand my knowledge. After receiving my peer review and constructive criticism from the teacher. I remade my designs and significantly improved them. I continue to refine my work, driven by a passion for the ongoing art form of graphic design and multimedia. Each project presents an opportunity for slight improvements, and I relish the process of continuously enhancing my artwork.

MDM615

MDM615 Week 1: Brand Messaging

Thesis Application

Step 1: Core Message Strategy

The Company: A small wooden cat toy manufacturing company from Madison, WI.

The Focus: Sustainability and bamboo products. (Feire & Wiedemann, 2010)

The Core Message:

• Benefit being promised: Sustainability. (Feire & Wiedemann, 2010)

• To whom is it being promised: Environmentally conscious cat owners who prioritize eco-friendly products for their pets.

• Why should they believe you: The toys are made from sustainable bamboo, ensuring both environmental benefits and safe play for cats.

Psychographic and Features

Psychographic:

• Environmentally conscious cat owners.

• Values eco-friendly products.

• Seeks sustainable and safe toys for their pets.

Features:

• Toys made from sustainable bamboo.

• Durable and safe for cats.

• Environmentally friendly production process.

• Recyclable.

• 1 Time Product replacement plan, cats can be self-destructive, with extended protection plan offering.

Need Identification:

Nurturance

Reasoning:

• Nurturance addresses the need to care for and protect pets while also caring for the environment.

• Cat owners who value sustainability are likely to seek products that align with their environmental ethics and provide safe, nurturing play for their pets.

Step 2: Design Rationale

Need Identified: Nurturance

1. Definition of Nurturance:

Nurturance is the act of caring for and encouraging the growth or development of someone or something. In the context of consumer behavior, it relates to products and services that provide safety, comfort, and care, especially those intended for pets. Nurturance is about meeting the physical and emotional needs of pets through products that promote well-being and development. This need is crucial for pet owners who are dedicated to providing the best for their pets, ensuring their safety, health, and overall happiness. (Felton, 2013)

2. Connection to Psychographic:

Nurturance connects directly with the psychographics of environmentally conscious cat owners. These pet owners are deeply invested in providing not only physical but also emotional and ethical care for their pets. By choosing sustainable bamboo cat toys, these owners are aligning their purchasing decisions with their values of environmental responsibility and pet safety. The emphasis on nurturance appeals to their desire to offer products that foster a healthy, safe, and nurturing environment for their cats, while also contributing positively to the planet’s well-being. This alignment reinforces their self-identity as responsible and caring individuals. (Felton, 2013)

3. Connection to Features:

The features of the sustainable bamboo cat toys logically support the need for nurturance. Bamboo is a highly sustainable material, growing quickly and requiring minimal resources, which ensures the environmental aspect of nurturance. The durability and safety of bamboo toys address the cat owners’ concern for providing long-lasting and safe play options for their pets. The production process of these toys, which minimizes environmental impact, further reinforces the brand’s commitment to sustainability and care. By choosing these toys, cat owners can trust that they are making a responsible choice that nurtures their pets and protects the environment, creating a holistic approach to care.

(Feire & Wiedemann, 2010)

Visual Aid:

Figure 1: Bamboo - Cat Toy - Durable and Sustainable

Criteria for Design Reasoning:

1. Product-based Reasoning: The use of bamboo as a sustainable material ensures that the product is environmentally friendly and safe for cats and people.

2. Consumer-based Reasoning: The focus on environmentally conscious cat owners highlights the importance of aligning product features with the values and needs of the target audience.

3. Effect-based Reasoning: The positive impact on both the environment and the pet’s safety ensures that the product meets the nurturing needs of the consumers. (Felton, 2013)

References:

Felton, G. (2013). Advertising: concept and copy. W.W. Norton & Company.

Feire, D., & Wiedemann, J. (Ed.). (2010). Product design in the sustainable era. Taschen.

MDM615 Week 2: Voice and Tone.

Thesis Application:

Brand Name: Puss'N Bamboots

Feline Toys & Play Furniture

Core Message:

What benefit is being promised?

Nurturance

To whom is it being promised?

Environmentally conscious cat owners who prioritize eco-friendly products for their pets. Nurturance involves caring for and encouraging the growth or development of someone or something. It encompasses providing safety, comfort, and care and can extend to the environment in which one lives. In the case of environmentally conscious products, sustainability is a key component of nurturance because:

1. Caring for Pets and the Environment: Safe and Sustainable products show commitment to pets by providing fun and healthy options. They are conscious of the environment and have functional designs with eco-friendly materials that reduce harm and promote long-term ecological health.

2. Long-Term Well-Being: Sustainability and use of natural materials, ensure the long-term availability and health of natural resources, contributing to the overall well-being of current and future generations.

3. Ethical Responsibility: Choosing sustainable products aligns with the values of consumers who prioritize ethical responsibility and environmental stewardship, which are aspects of nurturance.

By offering safe and fun sustainable bamboo cat toys, the brand nurtures the pets with security for the owner and the pet. Safe and enjoyable products that nurture the environment by promoting sustainability and reducing ecological impact.

Why should they believe you?

The toys are made from a known sustainable plant the the bamboo plant, they are handmade with care and quality, with intelligent durable designs and non-toxic materials, ensuring both environmental benefits and safe play for cats.

Theme / Style:

Asian Bamboo Jungle with Puss In Boots fairytale references.

Brand Personality is/isn't:

1. Puss In Bamboots is: Green.

2. Puss In Bamboots is: Daring.

3. Puss In Bamboots is: Resourceful.

4. Puss In Bamboots isn't: Wasteful.

5. Puss In Bamboots isn't: Negligent.

6. Puss In Bamboots isn't: Ordinary.

Potential Taglines:

1. "Warning Jealous Pandas"

2. "Eco-Friendly Feline Fun"

3. "Sustainable Cats @ Play."

Synthesis of Potential Taglines:

The taglines reflect the brand’s core message and theme. Taglines incorporate elements of sustainability and nurturance, aligning with the psychographics of environmentally conscious cat owners. These taglines effectively communicate the brand's promise and appeal to the target audience's values (Felton, 2013).

Positioning Statement (Narrative):

Puss In Bamboots serves environmentally conscious cat owners who prioritize eco-friendly products for their pets. By offering sustainable and safe bamboo cat toys, we ensure that pet owners can provide nurturing and environmentally responsible play options. Our toys are crafted from durable, eco-conscious materials and are designed to meet the highest standards of safety and sustainability. Choose Puss'N Bam Bootz to nurture both your pet and the planet.

Design Rationale

1. Synthesis of the Chosen Name:

The name "Puss In Bamboots" was chosen to reflect the core message and theme of the brand by using sustainability and creativity. The use of "Puss In Boots" nods to the sly and clever character from the story "Puss in Boots," while "Bamboots" is a direct reference to the story and the material. The words highlight the eco-friendly bamboo plant used as the main source of inspiration. This combination ensures the brand name communicates the values of sustainability, creativity, and care, while also adding a whimsical touch that appeals to cat owners (Feire & Wiedemann, 2010; Felton, 2013), (Perrault, C. (2011).

References:

AliExpress. (2024). Bamboo Woven Cat Scratcher Sofa Mats Board Cat Scratch for Sharpen Nails Scraper Cats Tree Toys Chair Sofa Furniture Protector*. AliExpress. https://www.aliexpress.us/item/3256804268314952.html?src=google&gatewayAdapt=glo2usa

Felton, G. (2013). *Advertising: concept and copy*. W.W. Norton & Company.

Feire, D., & Wiedemann, J. (Ed.). (2010). *Product design in the sustainable era*. Taschen.

Perrault, C. (2011). Puss in Boots (1967). Square Fish.

OpenAI. (2024). A black cat dressed like Puss in Boots, standing in a heroic stance with an outstretched bamboo sword [Digital image

MDMDM615 Week 3: Look and Feel.M

Design Rationale

Color Palette

The color palette for Puss N Bamboots was chosen to reflect the core message and theme of the intended brand. The primary colors, including Bamboo Green (#8FBC8F) and Dark Bamboo Leaf Green (#2C5234), are directly inspired by the natural bamboo environment that the products are sourced from. These colors symbolize sustainability and a connection to nature, which is crucial for an eco-friendly brand (Feire & Wiedemann, 2010). The secondary colors, such as Soft Earthy Brown (#A67C52) and Bamboo Yellow (#D1B700), complement the primary hues and evoke a sense of warmth and earthiness, further emphasizing the brand’s commitment to natural, non-toxic materials.

The chosen simple colors also align with the brand’s “Cat Buddha Ninja Bamboo Forest” theme, creating a harmonious visual identity that speaks to tranquility and agility. The Bamboo Yellow, reminiscent of bamboo stalks, and the Dark Bamboo Leaf Green, representing the foliage, create a balanced and cohesive aesthetic that mirrors the brand’s dual focus on playfulness and mindfulness. This color strategy enhances the visual appeal and reinforces the brand’s values and message of nurturing through sustainability (Felton, 2013).

The color palette was designed to appeal to environmentally conscious cat owners with the use of natural and earthy tones that communicate the eco-friendly and handmade nature of the products. Visually calming and inviting brand images encourage humor and play. The colors ensure that the brand’s visual identity is attractive and aligned with its core values, helping to differentiate Puss N Bamboots in the competitive market of pet products (Shavrina, 2024).

Line Quality

The line quality used in the branding of Puss N Bamboots is reflective of the brand’s messaging and theme. Natural and organic lines, such as curved and wavy lines, are utilized to evoke a sense of softness and natural flow. These lines mimic the shapes of bamboo and rattan, adding to the natural aesthetic of the brand. The gentle waves and curves also suggest tranquility and calm, aligning with the Cat Buddha theme (Felton, 2013).

In addition to natural lines, bold and dynamic lines are incorporated to convey the agility and strength associated with the ninja aspect of the brand. Thick, bold lines are used sparingly to highlight important elements and communicate the durability of the products. Diagonal lines add a sense of movement and action, representing the playful and energetic nature of the cat toys. This combination of line qualities creates a dynamic yet harmonious visual identity that encapsulates the brand’s multifaceted theme (Feire & Wiedemann, 2010).

Playful and whimsical bamboo lines and Japanese sword edges add sharp curvy lines, an element of fun and creativity to the brand’s visual language. These lines are used in decorative elements and illustrations, enhancing the playful narrative of cats using bamboo products while pandas look on with envy. This playful approach not only makes the brand visually engaging but also reinforces its commitment to providing fun and nurturing products for pets. The thoughtful use of line quality helps to create a cohesive and appealing brand image that resonates with the target audience (Amazon, 2024).

Imagery

The imagery chosen in the branding of Puss N Bamboots has been selected to reflect the brand’s messaging and theme. Images of lush bamboo forests and the eco-friendly manufacturing processes of Bamboo highlight the brand’s commitment to sustainability and natural materials. These images create a strong visual connection to the brand’s core values and reinforce the message of nurturing through eco-friendly practices (Feire & Wiedemann, 2010).

Illustrations of cats in meditative poses and ninja stances are used to convey the Cat Buddha Ninja theme. These images emphasize the tranquility and agility that the brand aims to associate with its products. The meditative cat images align with the nurturing and mindful aspect of the brand, while the ninja cat illustrations add a playful and energetic dimension. This blend of imagery helps to create a rich and engaging narrative that captures the essence of the brand’s theme and appeals to environmentally conscious cat owners (Felton, 2013).

Finally, the inclusion of comical illustrations of angry Kung Fu pandas will add a unique and whimsical twist to the brand’s visual identity. These pandas, depicted as jealous of the cats’ innovative use of bamboo, add an element of humor and playfulness. This makes the brand more relatable and memorable and highlights the uniqueness of caring mindful nature products. The brand’s philosophy is a combination of nurturance supported by sustainability, and mindfulness. Puss N Bamboots' goal is to be unique and add culture with playfulness setting it apart from others in the marketplace (Shavrina, 2024).

Visual Reference:

References

Felton, G. (2013). Advertising: concept and copy. W.W. Norton & Company.

Feire, D., & Wiedemann, J. (Ed.). (2010). Product design in the sustainable era. Taschen.

Shavrina, O. (2024, June 2). Eco-friendly cat toys: How to make a cat happy while saving money. planet-friendly choices. https://www.planetfriendlychoices.com/post/eco-friendly-cat-toys-how-to-make-a-cat-happy-while-saving-money

Adobe Stock. (2024). [Image of AdobeStock_169436796.jpeg]. Retrieved from https://stock.adobe.com

MDM615 Week 4: Vision Board Presentation

Puss Zen Bamboots Vision Board

Reflection Video

MDM690

MDM690 Week 1

REFLECTION

Thinking:

Throughout the process of developing the research section of my thesis presentation, I initially thought this would primarily be a design project. However, after discussions with my peers and instructors, it became clear that the focus needed to be on crafting strong, research-backed content. This shift in focus was eye-opening, as it highlighted the importance of substantiating design choices with a solid foundation of evidence and rationale. As I worked through this stage, I discovered new ways to connect research insights with the brand’s purpose, ensuring that the design of Puss Zen Bamboots was not only visually appealing but also deeply aligned with its eco-conscious mission.

Feeling:

At first, I felt a mix of surprise and slight apprehension about how much writing was required, as I had anticipated concentrating more on the visual elements of the webpage. Yet, this evolved into a sense of fulfillment as I saw how the research added depth to my design choices. These emotions helped me stay motivated, pushing me to dig deeper into the research and ensuring that every design aspect was well-justified. This emotional journey also taught me the importance of adaptability in creative work, a lesson that will influence the continued development of my thesis presentation.

Doing:

To complete this stage professionally, I carefully planned and organized my approach. This included extensive research to understand the environmental and aesthetic elements central to the brand, followed by writing that seamlessly integrated these findings with the design concept. I incorporated previous graphics to maintain brand continuity while adding fresh visual elements and a polished video presentation. Additionally, the nearly 2,000-word research essay strengthened the brand’s message, explaining not just the “what” of the design but the “why” behind it, enhancing the depth and professionalism of my final presentation.

MDM690 Week 2

Reflection Problem Solving

Thinking

My thought process throughout this stage of thesis development was focused on clarifying the core client problem and crafting a distinct brand identity. I aimed to create a design that would resonate with eco-conscious pet owners and emphasize sustainability, Zen aesthetics, and playfulness. This approach encouraged me to explore new ideas around eco-friendly branding, minimalism, and Zen philosophy in design. As I worked through these ideas, I gained a deeper understanding of how powerful simplicity and targeted visual elements can be in shaping brand perception and engagement.

Feeling

I experienced a mix of excitement and a bit of anxiety as I navigated the creative and technical aspects of the brand identity. The excitement of developing a unique concept was motivating, while the pressure to ensure it aligned with sustainable values added some tension. These emotions sharpened my focus on detail and motivated me to ensure each decision contributed to a coherent, professional presentation. I anticipate that maintaining this emotional balance will continue to guide me, helping me remain grounded in the brand’s purpose as the project progresses.

Doing

To ensure this stage of development was completed professionally, I adhered to a structured process that included thorough research, iterative design, and refinement. I documented each step and sought feedback to make sure the design effectively conveyed the intended brand message. Completing this stage required patience and commitment to detail, particularly in balancing the aesthetic elements with the client problem. By staying organized and dedicated to the project’s objectives, I ensured the design solutions were both visually compelling and aligned with the brand’s ethos of mindfulness and environmental responsibility.

MDM690 Week 3

Thinking

This week, my thought process centered on collaboration and refinement. The iterative steps of ideation, sketching, testing, and refinement helped solidify the core visual identity for the thesis. Each phase highlighted the interplay between creative exploration and analytical feedback, revealing how crucial collaboration is in honing the brand’s messaging and visual appeal. Aligning these elements with the project’s mission reinforced the importance of consistency and clarity across all design components.

Feeling

I experienced a mix of excitement and determination. The collaborative nature of this stage brought a sense of accomplishment as the designs evolved through feedback and adjustments. At times, anxiety arose when decisions required balancing artistic creativity with functional goals. These emotions, however, drove me to approach the work with greater focus and intention, enhancing the final results.

Doing

To maintain professionalism, I relied heavily on collaboration and testing. Gathering feedback from peers and revisiting earlier sketches allowed me to refine and elevate the designs. Consistent communication and a structured timeline ensured that every stage—sketching, AB testing, and iteration—was completed with precision. Using Adobe tools for both visual and narrative development helped create a cohesive and polished presentation that reflects the project’s goals.

MDM690 Week 4

Rave Reviews

Design Integration - Online

Kamal,

Very nice work on your guide. You have included some great information and are presenting the rules on how to use the designs.

I do have a few notes to help as you move forward.

For the TOC page, I would suggest moving the contents under the word contents. It currently looks like the directive words are meant to be the contents. It could also be helpful to move these directive words to another page and let the contents be front and center of the content page.

A review of text handling will be helpful to clean up some of the text over the backgrounds. For example, the red text over the blue sky background is causing the text to buzz and be difficult to read.

You are presenting a good amount of information. There is a word included that I am not sure what it means. You have "Selective Disregard" presented on the theme page, but it is not clear what this means. Consider moving the different words to the same side so it is made clear these are mean to be directive words over parts of the paragraph.

There are five versions of the logo presented, but not enough information presented to explain when each should be used. When you have this many designs, or options, it could become cumbersome to know when each should be used. You may want to pair down to two or three to simplify.

For the restrictions, offer some explanation for what is presented on the page instead of just drawing an X. This will help the user know exactly, or as close to exact as you want, in what not to do. Try not to leave things up for interpretation.

Overall, the theme is coming across well. The zen look and feel is presented through the visuals and organic shapes.

Overall, this is a good final look at the design work you have been evolving since the start of the class.

Keep moving forward.

Dr. B

Multi-Platform Delivery - Online

Kamal, an inventive project from start to fabulous finish! The required parts of this assignment were completed accurately and on-time, with the last of the six required Media Assets initiated, rendered and completed into a fine, cohesive Brand presentation.

Your work progressed strikingly during the short four weeks of development in this course! You grasped right from the beginning what the “big picture” of branding is about, and how to pull all the strings together to weave one cohesive but highly differentiated idea. This developmental thinking takes time and a deeply thoughtful understanding of the complexities of branding – it’s a necessary process that you embraced enthusiastically. You should be proud of the effort it took to galvanize and reflect that realization, and of the time and progress needed to get there. Congratulations on your fantastic, imaginative achievement! Keep developing your outstanding brand and manifesting great work as a media professional!

I hope that you and yours will be safe as Milton approaches.

WebSITES

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