ACQUIRING COMPETENCIES
Introduced to InDesign and Illustrator
Throughout the program, I used Adobe InDesign and Illustrator to create several projects. I used the pen tool and other functions to create different visuals and compositions for assignments. Though my skills in the programs are not mastery, I was introduced to a program I have not used previously. Learning how to use Illustrator and InDesign for a professional career is important because it's well known and commonly used. It is also an effective program to help execute design goals that will be transferable and adjustable in post-production.
Strategizing a Brand Development
At the start of the program, I researched brand strategy and why it is essential. Along with utilizing it to develop a self-made brand. Developing a brand personality, the brand target audience, and the brand features and benefits. Referencing another brand to get an understanding of a strong brand personality and strategy. Strategy is a plan created and used to execute a design process. It is essential because it helps reach the end goals of a design production. Creating an effective strategy will be used in the professional design field to eliminate any possible obstacles and problems before they happen.
Scheduling
Before the program, I did not have a structured schedule for tasks. One of the assignments had us create a production schedule for the assets of my brand. The schedule helps create milestones for each asset, factoring in other due dates and events occurring. Keeping to the schedule allowed me to focus on the details of each asset. It is benefitial to schedule projects in the professional field and life overall because it will help create structure. Creating appropriate production time for projects' due dates and expectations. Factoring in other responsibilities like projects, meetings, appointments, and other scheduled events.
Developing a proper brand look and feel
At the beginning of the program, I studied the look and feel of the brand Locavore. Exploring how to create a proper brand look and feel that visually captures the brand personality and messaging. I utilized these skills to create a look and feel for my brand. Elements like typography, color, shape, line quality, and texture to gauge an understanding of the look and feel. The elements together help create a vision board for the brand. This will be important for a professional design career because it creates an understanding of the proper visual communication of a brand’s values. Utilizing it to create designs that reflect the brand’s messaging.
Creating a Brand Personality
At the start of the brand development, I created a personality for the brand that resonates with values that would appeal to the target audience and reflect the brand's service. Creating a personality that is active, social, imaginative, and connective. Understanding how to construct a proper brand personality is essential in professional design because it is the foundation of a brand's design decisions. The brand personality is the characteristic of a brand that remains consistent throughout all the elements of the brand. It is utilized to properly connect with the audience and increase attraction towards the brand.
Expressive Typography
Throughout the program projects, I explored expressive typography for holidays and for the self-made brand. Typography is a form of visual communication similar to graphic imagery. It helps support the visuals presented to push the visual storytelling of the brand’s messaging and personality. Understanding this concept for professional design is essential because body copy should also reflect the brand values visually. In the professional field, there is more to design than just creating graphics of visuals or compiling imagery together. Typography can capture emotion and capture attention.
Marketing and Connecting with a Target Audience
One of the factors I studied throughout the program is the importance of a brand’s audience. And how to properly market to the target audience based on psychographics rather than demographics. For the brand that I developed towards the end of the program, I studied the target audience and used the research to create a brand that would resonate with them effectively. A service that would appeal to them and visuals that would attract them to the brand. Understanding how a target audience thinks and how to market to them is the ultimate goal of brands in the professional field. Resulting in more people using the service the brand provides and a spread of brand awareness.
Professional Logo Creation
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Before entering the program, I had little experience properly creating a logo or visuals for a brand. I studied different brands and understood the elements that their logo uses have a purpose. I understand the visual elements of design and the vital factors of logo creation. This skill is essential in the professional field because I will be able to create logos or designs for a project that communicate proper brand messaging. Creating logos through simplification and without color. Exploring visual communication without the dependency of color for brand recognition. Logos need to be memorable while communicating the values of the brand.
Creating an animated logo and 2D Animation
Though I had computer animation previously, I only had a general understanding of animation. It was my first time creating a 2D animation. For the logo animation, I utilized Procreate's animation function to create it. I drew in each frame, adjusting the graphics for the logo to create the animation. Drawing effects like a puff of smoke and action lines. This skill is reasonable for the professional design field because it can be utilized to create dynamic graphics for a brand. Eye-catching imagery that tells a story through the animation created. Expanding the visual communication and giving personality and emotion to the animated graphics.
Choosing proper sound effects for a motion graphic, understanding types of sound
I had no previous skill in auditory design, only visual design work. One of the assignments was researching the different types of sounds and using them appropriately. The types of sound are background music, narration, and sound effects. Using it for the motion graphics created for holidays and the logo animation of the self-made brand. It is essential to understand the types of sound and when to use them properly to assist in the design process. Even if it’s not a task given to me specifically, the sound of a graphic is considered. Then the motion graphic can appropriately capture the visual messaging.
Importance of Self-assessments
Throughout the program, I was given critique from peers and the instructors. However, I did not consider the value of assessing my projects thoroughly. One of the assignments had me evaluate the brand playbook created for the self-made brand. Measuring the effectiveness of the brand look and feel, voice and tone, visual hierarchy, consistency, and typography. Each section allows me to gauge the strengths and weaknesses of the work created so far based on an example. Understanding where to improve and what to work on during the project development. Self-assessment is essential in the professional field because often there won’t be a precheck critique from a supervisor to catch mistakes before the final turn-in for projects. This means it depends on self-assessing the project to spot the oversights or weaker points and improve them.
The skills outlined and more acquired during the program will become beneficial to understand because they can be utilized in the professional field of design. Utilizing the skills to make design decisions, create a more organized process, and create an effective rational for a direction.