Acquiring Competencies

Front Cover

Inside cover and page 1

Back Cover

Front Cover

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Step 1: 30 Sketches

Step 2: Reduced to 6 designs

Step 4: Final Logos

Step 1: 30 Sketches

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Bus Stop Mock-up 2

Bus Stop Mock-up 1

Team Swag 3

Bus Stop Mock-up 2

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Design Principles

Across all projects, the design principles lay the groundwork for each layout. While there are rules to follow, there are subsequently rules that can be broken to create different moods. To acquire the ability to arrange a layout to focus the viewers’ attention, and articulate the desired message was developed over time, and through practice. In the future of my career, creating an organized, or purposely unorganized, design, will allow clear messaging and communication.

Typography

To continue with clear messaging, a key aspect of communication is how the copy is presented to the viewer. By using typefaces that display the correct tone, the look of the information matches its tone. Additionally, type can lead and move eyes through typographic hierarchy which is created through having various typefaces or fonts to serve as a headline type, subheading type, and copy type. By pairing it into a style guide, designers are able to always know how the copy is to be presented.

Software

With nine years of continuous use of Adobe Photoshop, I learn more and more through practice and new projects. Through several projects in the MFA courses, I’ve had more use of the program including how to make and use mock-ups to place media assets in. Similarly, I’ve been using Adobe Illustrator for six years, and my previous knowledge led to being able to create and design assets including the icon and wordmark. By using Illustrator, the imagery as well as the type were able to be manipulated and developed into the iconography of the Las Vegas Enforcers brand. Likewise, six years of Adobe InDesign knowledge aided in the design and creation of the brand playbook, as well as other small projects. All three of these programs will have continued use in the future of my graphic design as I will create new layouts, create new logos, and work to create new identities for brands.

Logo Development

In the process of developing a logo, creativity and research is important, but so is self-assessment. While working on the designs for 4 weeks, I critiqued my work to focus the designs to what matter to the Las Vegas Enforcers brand identity. By regularly evaluating my work, I moved closer to finalizing the visual identity. While this project was focused on designing, it taught how valuable it is to refine, revise, and critique.

Multi-Platform Delivery – Media Assets

Acquiring the ability to create and deliver media assets was a new practice for me, but among the creation, the bigger picture was understood. While each individual asset must work in its own volution, they must work all together. For example, when building the social media sites, using the same logo icon as each profile picture builds consistency across the brand’s platforms. Additionally, by using motifs like photographs from the same photo shoot, can further connect assets. Looking toward the future, this is another tool to carry to further build brands in the future.

Presentation

Throughout the MFA courses, presenting information was a key aspect. Through practice with it, I have learned much about the visual and sonic aspects, as well as how to explain a point in few words for the visual aspects, while elaborating vocally. This also refers to the professionalism of a static image as well, by presenting work clearly, and without confusion, it is more likely to be well received. Presentations will not cease to exist after the degree program ends, in the futures of my career will continue to need to be presented to potential clients.

Research

By regular research, it has allowed me to understand strategies to create and make effective design decisions. Combing through books and academic sources has led to many long nights but it wasn’t all for naught. By backing effective design decisions with research and analytics, clients and stakeholders are more likely to understand how it will help the brand, and the process will be used in future projects of my career.

Collaboration

Criticism is not always liked, but that does not mean it is not needed. By collaborating and working with other designers to determine if a message is clear has changed the course of many projects. By listening to feedback given, I was able to determine what aspects needed focus, and subsequently decide if I was moving it the correct direction myself. Just as well, giving feedback and critiques to my fellow designers allowed me to understand how important every aspect, no matter how small, was to the overall end of the design. Collaboration and critiques will continue throughout my career, but by being able to understand their use and need is key for using it effectively.

Effective Copywriting

Copywriting refers to the words that are delivered to the audience, this can be through printed advertisements, or on radio and TV advertisements. Regardless of the direct medium, it is an opportunity to connect the audience to organizations’ message and draw in the target audience. Through this practice, I have gained experience for my career, and be able to deliver a larger variety of assets for a brand.

Branding

As a whole, branding captures the essence of a company or organization, and effective branding allows the audience to understand the core values of that organization. As a whole, branding it more than just a logo, it determines the typography, the lines used to break up areas of space, the voice and tone, the overall message, and much more. Branding determines every move that is made between the organization and its audience. This applies to every possible track I could take because I must brand myself as a strong designer.