#multiplatform delivery

Throughout the course Multi-Platform Delivery, the pace had increased in comparison to the entirety of the MFA Media Design program. At first, the decrease in time between assignments posed as a bit of a threat. Although, when it really came down to it, the pace was actually a challenge that was manageable due to the extent in which we learned about these steps in the design process. Critiquing and asking questions our first time going at the beginning stages of a brand design helped us to better understand and evaluate our own work for when critiquing isn’t as readily available.

This time around, the logo design process isn’t as free deciding as previously. Although the direction we are taking the logos, is actually a more realistic approach. Companies typically have to approve the logos to ensure it is conveying exactly what they mean and want. A variety of choices to choose from can some times be required. But starting off with many designs for UGTG and narrowing them down to just 5 was a bit tricky. Although, seeing the direction in which the survey’s will take us during the beginning of the next course will be rather interesting. Sometimes, when we are designing, we know exactly what we are trying to say with certain elements, but others may not get the message as clearly. Seeing which logo will be chosen could be a surprise, or maybe it is already obviously… Only research will tell.

Although the infographic was the first glance towards the direction in which the design process would take for UGTG, the Static Mood Board is the first step in defining  design elements that will be critical to the campaign. The mood board sets the mood and tone in which the company will reflect upon.

Instead of simply doing a dynamic mood board following the static, a real-world twist was thrown into the pot. Typically, company’s don’t hire a designer without seeing the direction in which they could take their brand visually. To be hired, pitches can be required to prove our abilities as a designer and for the brand. By giving as much information in a short amount of time to accurately meet the needs of the company can be a bit of a challenge, but rewarding when the deal is sealed!

Developing our narrative and market strategy based upon the research we have gained has enabled us to effectively design a branding campaign for our prospective companies. After gaining as much as we can from the research we began the beginning stages of our design process.

For Urban Gardens To-Go, the values and media mix have been defined well before any design elements have been established. Take the steps to evaluate the research and find core values to relate all design work to, is critically for consistency.