Over the course of the last eleven months I developed the research tools, skills, and methodologies necessary to stay on the cutting edge of the graphic design industry. I conducted a case study and implemented mind maps as a graphic organizer to correlate research with new ideas. This allowed me to build a foundation for ideation of logo development. I researched and explored the purpose of a logo, how to sustain a successful brand over time, and how to develop a brand toolbox. I developed target audience personas and learned to write with them in mind. I wrote headlines that inspire, and taglines that tantalize. I evaluated design options, investigated methods for text handling and layout, and translated the concepts into effective visual communications. I created dynamic media by first planning for motion through story boarding, and then communicated the voice and tone of my brand through motion. I created a range of imagery to promote my concepts and ideas through photo and video and gained critical skills through the exploration of various design options and strategies. I delved deeper into defining and articulating design solutions, further honed an understanding of brand voice & vision, and further conveyed my brand’s characteristics through dynamic media. I planned media assets that best communicate my brand to the target audience and developed various types of media for a variety of platforms to create a unified multi-media community identity campaign. I then examined metrics and marketing strategies as well as how they are implemented in the industry as I learned to refine my presentation skills.​

Upon completion of this program I will be able to deliver professional quality deliverables and unified multi-media campaigns to my clients. Through critical thinking, problem-solving, research and application I strive to create innovative work that instills wonder and inspires others.

The Journey So Far:

Month 1: Mastery:

Personal & Professional Development:

This course contributed to my development by establishing the pace required not only for this program, but professionally. What used to take me days to do, not only takes a number of hours. Also, the readings for the course allowed me to re-frame my thinking regarding my love of design. Ultimately, while we all strive to work in the industry and to make a living, it is not all about the money. It’s about passion, the desire to master one’s craft, and a love for design that borders on the religious. I used to wonder, “Why is no one hiring me? I deserve x, y, z.” Now, after much growth and reflection, I know better. I have to earn it, and this course allowed me to gain that perspective.

Acquired Techniques:

1. Gained a comprehensive understanding of mastery

2. Learned to write and cite in APA format

3. Developed a mastery timeline using Power Point

Personal Triumph:

I worked through my emotional struggles and completed my first (of many) finals weeks to come. At this point in the program it took me roughly forty hours to complete the mastery timeline, and I thought that was a lot of time and a lot of work. Having gained positive feedback on that final project from Professor McClung, gave me the confidence I needed to continue pushing myself through each course down the long road ahead.

Month 2: Defining Client Needs:

Personal & Professional Development:

I remember thinking, “You want how many logo sketches in a week?”. When I reflect on that sentiment now, I laugh because that challenge forced me to realize the benefits of trying and trying again and again. Angle it this way. Consider this other approach. Keep on ideating. Why stop at ten when you can do one-hundred? Why stop there? The first few concepts are rarely, if ever the end all be all approach that I should take.

Acquired Techniques:

1. Conducted case studies

2. Utilized mind maps as a graphic organizer

3. Sketched for logo ideation and development

4. Developed an action plan for the MDMFA program

Personal Triumph:

Learning the processes for logo ideation and development was a huge triumph in that before this program I used to spend hours on Pinterest and Behance clueless as to how effective logos were developed or why they worked. Having a foundation for logo ideation not only streamlines the process, but allows me to develop logos that stay away from cliches, and are unexpected.

Month 3: Brand Development:

Personal & Professional Development:

During my four weeks of Brand Development I explored the history and processes of brand development through case studies and applications to creative projects. During that time I researched and explored the purpose of a logo, why a brand is not a logo, what a brand is, and how to sustain a successful brand over time. As well as the processes and procedures to develop a brand toolbox and what elements that toolbox should showcase. I learned to conduct a critical self-analysis using the SWOT method to discern what areas I can improve upon and what areas I have grown in my skill sets.

This was the first course that I started to feel truly confident in my growing design capabilities. As further logo refinement ensued, and several distinct brand identities were developed, I began to feel emboldened to continue experimenting with my designs.

Acquired Techniques:

1. Conducted typographic and color studies

2. Learned the purpose of a logo

3. Learned the purpose of a brand and how to sustain it over time

4. Learned how to build a brand toolbox

5. Learned how to conduct a SWOT

Personal Triumph:

I keep making jokes about the text alignments issues I had to overcome on one of my brand boards from this course, but it was a struggle. One of my brand boards featured text that was left aligned with a ragged right, and centered text. Not only that, but some of the text was angle and some of it was not. Along with overcoming that issue, based on peer review and feedback as well as feedback from Professor Kratz, I was informed that the final brand board were distinct and bold approaches to each unique brand concept. Hearing this positive feedback further bolstered my desires to continue pushing my skills beyond my original comfort zone.

Month 4: Effective Copy Writing:

Personal & Professional Development:

During my four weeks of Effective Copy Writing, I worked to refine my persuasive writing techniques and bolster the nuances of my writing for advertising and corporate communications. I learned the power of a clear and compelling verbal message, gained a deeper understanding of developing target audience personas and writing with them in mind. I also explored and designed comprehensive layouts and worked to write headlines that inspire, and taglines that tantalize.

Acquired Techniques:

1. Developed target personas

2. Learned to write persuasive taglines

3. Developed testimonial ads

4. Further refined writing skills

Personal Triumph:

Not only did revising my final ads provide added confidence in my ability to rapidly overhaul a concept, but winning the Course Director Award for this course showed me that I can indeed write with the audience in mind.

Month 5: Design Research:

Personal & Professional Development:

During my four weeks of Design Research I was tasked with digging deeper into my research to explore and evaluate design options, investigate methods for text handling and layout, utilize critical thinking skills, and to translate the concepts into effective visual communications. 

Acquired Techniques:

1. Explored text handling and layout

2. Learned to establish brand voice & tone

Personal Triumph:

Month five was admittedly an emotional roller coaster. At one point Professor Argo claimed I used a template for one iteration of my vision board, and then spent the following two weeks of the course picking apart my work in real time during live sessions. Guess who stopped attending live sessions? The important parts of this experience is that, again I can quickly overhaul and completely re-work a concept. Also, my ego as an aside I can appreciate that he was striving to continue to push me further and further so as not to settle for concepts similar to what hundreds of others are doing.

Month 6: Organizational Structures:

During my four weeks of Organizational Structures I was tasked with organizing, processing, and evaluating concepts obtained from my research and learning to create dynamic media with motion design. By first planning for motion through story boarding I began to understand how to translate static design elements into dynamic motion media. From there I worked to communicate the voice and tone of my brand through motion design. Ultimately, I explored a plethora of animation styles and techniques that enhanced my understanding of motion design which will allow me to create more impactful dynamic media moving forward.

Personal & Professional Development:

Acquired Techniques:

1. Explored various animation styles

2. Played with animation concepts

3. Coordinated group discussions

4. Planned for motion via story boarding

Personal Triumph:

I had a lot of fun exploring various animations styles and playing with animation concepts. For the motion poster concept, getting the various flowers and petals to bloom, grow, and fade turned out just how I envisioned and hoped.

Month 7: Design Strategies & Motivation:

Personal & Professional Development:

During my four weeks of Design Strategies and Motivation, I was tasked with refining previously developed concepts in order to maximize the impact and effect of my work. By synthesizing research and creative resources I worked to create a range of imagery to promote my concepts and ideas through photo and video. I gained critical skills through the exploration of various design options and strategies along with an understanding of how best to implement and apply them.

Acquired Techniques:

1. Conducted demographic research

2. Learned how to develop a design brief

3. Learned how to pitch

Personal Triumph:

Sadly, I went into this course still salty from month five. My personal triumph was not quitting the program, overcoming the burnout, and reminding myself that the goal of graduating was not far away. I had too much to learn to simply give up.

Month 8: Design Integration:

Personal & Professional Development:

During my four weeks of Design Integration, I was tasked with exploring new directions in my designs so I can proceed with a solid foundation to prepare for the ever-changing landscape of the media design profession. I further expanded my capabilities and refined my work through the integration of new ideas and methods and further implementation of research. I delved deeper into defining and articulating design solutions, further honed an understanding of brand voice & vision, and worked to further convey my brand’s characteristics through sound and motion. I also begin to determine the media assets that will best communicate my brand to the target audience.

Acquired Techniques:

1. Honed brand voice & vision

2. Learned principles for design thinking

3. Developed static and dynamic vision boards

4. Developed a media plan

5. Finalized a client-ready design brief

Personal Triumph:

As I learned to hone voice & vision, the community identity brand I had developed for Myrtle St. was starting to come together. The more I developed this identity the more confident I would become in my ability to do this professionally.

Month 9: Multi-Platform Delivery:

Personal & Professional Development:

During my four weeks of Multi-Platform Delivery I was tasked with planning and then developing various types of media. I learned to create professional-quality deliverables from the research and exploration I conducted in my previous courses. I designed for a variety of platforms with the goal of developing a unified multi-media campaign for my developed Myrtle St. identity brand. I then refined those assets through critique and further development in preparation for its presentation.

Acquired Techniques:

1. Honed logo development

2. Developed assets for a variety of platforms

3. Developed a brand guide

Personal Triumph:

As Professor Kratz might say, I was able to put “some stank” on my final assets and develop roll-out assets that effectively welcome the target demographic to the brand. From playing with PSD mock-ups to pushing my editing skills for the motion graphic, to date the Myrtle St. brand is the most thorough and developed project I’ve done.

Month 10: Measuring Design Effectiveness:

Personal & Professional Development:

During my four weeks of Measuring Design Effectiveness I was tasked with exploring the various ways to measure the success of my design solutions, in an effort to gain a better understanding of how my designs are perceived and interpreted by target audiences. I examined metrics and marketing strategies as well as how they are implemented in the industry as I learned to refine my presentation skills.

Acquired Techniques:

1. Developed a survey

2. Launched survey

3. Developed an info graphic based on survey results

Personal Triumph:

I was able to test the efficacy of the Myrtle St. brand and found it was successful. Folks really dig it, and that feels good!

Month 11: Presentation of a Design Solution (Thesis):

Personal & Professional Development:

During my four weeks of Presentation of Design Solution I was tasked with making an online presentation of my thesis to showcase to a panel of industry professionals. I presented various projects completed in the program to explain how my research explorations and applications of principles, concepts, and frameworks contributed to the process used to implement research-driven design.

Acquired Techniques:

1. Explored layout grids

2. Created thesis presentation site

3. Made a rough timeline to organize the plethora of information, concepts, etc.

4. Learned how far I can push myself

Personal Triumph:

I survived it. My day job has been grossly short-staffed these days so I couldn’t take time off or get a shift swapped to buy myself more time. Since I work full-time, I knew I’d just have to shut up and do it. Truly, I don’t remember the last time I slept less over a two-week period. As the carpal tunnel got worse and the caffeine addiction ramped up, the deadline crept ever closer. Yet in the end, I got a 100. I’ll never forget Professor McClung’s first line of feedback, “Holy cow Sarah (Elissa)! I don’t think I have ever had to scroll so much for any previous student’s presentation in this program (and I love it).” I laughed out loud, re-read it, got a little teary-eyed and then continued my readings for the first week of month twelve.

Month 12: Professional Practice:

Personal & Professional Development:

During my four weeks of Personal & Professional Development I worked to articulate and manage processes, understand legal and ethical issues on a global scale, and worked to be able to present myself at the highest level of professionalism. I honed the tools to achieve these goals, and look forward to taking the next steps to navigate the pathways to success as I move forward in my career.

Experience Map:

The MDMFA program, is certainly not the final frontier, but it did make for quite a journey professionally, personally, and academically. This experience map documents the chronicles of my thinking, feeling, and do-ings throughout this program. After graduation, I am tempted to make this map into a small animation of sorts for fun and to showcase on my portfolio my ability to both make an experience map, but also present the information in a variety of ways.

Personal Triumph: