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MOOD AID PROCESS BOOK

Beibei An GR 602 CO N T EVisual N T | MThinking o o d A i d Pr o c e s s Instructor David Hake

Book

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CONTENTS

01 Topics for Investigation (TFI) 01  5 Topics 02  Brainstorming Wall 03  3 ideas Generated 04  Final Topic

02 Branding

04 Conclusion

01  Background

05  SWOTS

02  Brand Frame Work

06  Competitors

03  Audience Persona

07  Tone

04  Stack Holders

08  Moodboard

03 Deliverables 01  Branding Posters

05  Mood Aid Kit

02  Brochure

06  Event

03  App

07  Branding Booklet

04  Website

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01 T  opics for Investigation (TFI)

01  5 TOPICS 02  BRAINSTORMING WALL 03  3 IDEAS GENERATED 04  FINAL TOPIC


5 TOPICS

TOPIC 1

TOPIC 2

A New Standard Of Beauty

To Live A Minimal Life Style

Problem: Many people are not living up to the standard of beauty. But everyone is different, and everyone should feel that they are beautiful in their own unique way.

Problem: This kind of lifestyle costs us more money, time and energy to deal with the extra stuffs that sometimes burden us.

Result: I want to rise the awareness that we should all look within ourselves to find beauty, and be proud of who we are.

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Result: I want to advocate a lifestyle that em- braces less is more. And to focus on the more important things in life such as health, rela- tionships, passion, growth, and contributions.


TOPIC 3

TOPIC 4

TOPIC 5

Go To PsychoTherapy

Asian Guy’s Image

Eat More Fruits And Vegetables

Problem: The ignorance of the mental hygiene could cause more troublesome mental illnesses in the future and also influence our family, work, and society.

Problems: This stereotype of Chinese Guys or Asian guys are posting negative impressions towards the whole image of Asian male. To many, it’s not respectful even degrading, and not fair.

Problems: The consequences of this pattern are serious: There’s a strong relationship between diets low in fruits and vegetables and obesity and diabetes—two chronic diseases that now rank among the nation’s gravest health concerns.

Result: Inform people that mental hygiene is critical to our well-being, and encourage them to go to psychotherapy and take care of their emotional hygiene.

Outcomes: I will conclude some positive traits of Asian males and sexy marketing them to break the stereotype for Asian guys in United States.

Results: I want to start campaigns that pro- mote the image of fruit and vegetable. Make them look sexy and appealing.

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B R AINSTOR M ING WAL L

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3 IDE AS GENERATED

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+IDEA 1

Young Woman Drinking Problem In U.S.

How can I address the cause and influence of psychological injuries on young woman’s binge-drinking problem, and offer the step-by-step self-help instructions that they want to use?

+IDEA 2

+IDEA 3

Practice Emotional Hygiene As a Daily Routine

Make Millennial Less Stressful

How can I inform people of the harm of unattended daily psychological injuries, and to arm them with the step by step methods to relief and heal the wounds as a common sense?

How can I make people to understand the real cause of stress and anxiety, and how to apply methods to relief emotional pains and anxieties for a more happy and productive life?

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FINAL TOPIC

Practice Emotional Hygiene As a Daily Routine How can I inform people of the harm of unattended daily psychological injuries, and to arm them with the step by step methods to relief and heal the wounds as a common sense? People confront with psychological injuries all the time, unlike the physical wounds, we don’t try to heal them or

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protecting them from getting worse, but simply do nothing about them. I want to inform people with the psychological first aid as a common sense, and arm them with the procedures with which they can heal the scrapes of the mental body.


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02 Branding

01  BACKGROUND

05  SWOTS

02  BRAND FRAME WORK

06  COMPETITORS

03  AUDIENCE PERSONA

07  TONE

04  STACK HOLDERS

08  MOODBOARD


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BACKGROUND

Millions of Americans are affected by mental health conditions every year. Approximately 1 in 5 adults in the U.S.— 43.8 million, or 18.5%—experiences mental illness in a given year. Large number of people are suffering from mental issues that not quiet serious enough to see a therapist. Many people simply

choose to ignore their own emotional problems, or even if they do, they often times lack of tools and knowledges to address the issue. So I attempt to solve this problem by offering people the authorized knowledge and self-help guides to practice emotional hygiene. 

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BRAND FRAMWORK

NAME

Mood Aid

The brand could serve the local San Francisco as well as the whole world. This is for everyone.

The book Emotional First Aid and it’s Author Guy Winch is the first place where I get the idea. I’m very convinced by his talk on TED and I want to bring this topic on a bigger platform and make more people to know about it and eventually practice it. Many mental health organizations are my potential competitors, like Mental Health Foundation.

PURPOSE

GENERAL INFORMATION

The purpose of the brand is to communicate the compelling need for people to practice emotional hygiene, and also educate people what’s the problem of overlooking mental health and the result of the adopting the habit.

This brand concludes everything from product to promotion to educate.

LOCATION

San Francisco, Online SCOPE

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COMPETITION + INSPIRATION


AUDIENCE

People who’s going through some mild mental conditions, such as constantly nervous, stressful, and anxious, which could be eased by emotional healing methods. According to the researches: Half of mental health conditions begin by age 14, and 75% of mental health conditions develop by age 24. Based on this fact, I created 3 persona, respectively aged 14, 24 and 26.

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14 Persona 1

AGE 14 years old

OCCUPATION Student

PERSONALIT Y Sensitive LIFE STAGE Just entered her puberty

PERSONALIT Y TRAITS

+ She’s moody. If she’s happy, she would be really excited, but if she’s sad, she would be really down.

+ She often feels shy and insecure in front of her peers.

+ She’s secretly liking a guy from her school. But never has the courage to talk to him.

+ She cares too much about her appearances. She’s self-conscious in most occasions.

+ S he seems disconnected from her social circle, and act in a way that’s concerning her parents.

+ She’s a little bit shy. + No one sit with her at lunch.

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EMILY

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23 Persona 2

AGE 23 years old

OCCUPATION Graduated from college for a year

MENTAL STATUS Lack of motivation, easily frustrated LIFE STAGE Constantly quitting jobs and looking for jobs

+ He has just moved to a big city looking for job.

+ He’s single, but he wants a girlfriend. + T he failures in looking for jobs made him very easy to be frustrated, and he gradually lost the motivation.

+ H e questions a lot about the future, about who he is, and what he wants.

+ He doesn’t have many support in the city. + He’s not happy. + H e tends to drinks to release his pressure and anxiety.

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DAN

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27 Persona 3

AGE 27 years old

OCCUPATION 3 years employee in a financial company MENTAL STATUS Anxious, and not satisfied LIFE STAGE Looking for promotions

+ She stays up late often due to her stress. + She’s anxious about the promotion, because people who came in later than her seems to get promoted, so she’s worried.

+ She’s very active on social media, but she seldom get the chance to see her close friends and have meaningful conversations.

+ Drinking too much coffee. + S he always question herself where she’s going in life.

+ S he’s trying to finish paying her student loan debt.

+ She has a mild eating disorder.

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SARA

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STAKEHOLDERS

PSYCHOLOGISTS

FRIENDS AND FAMILY

NAMI

Mental health social workers, psychologists and psychiatrists are largely concerned about the well-being of the people they study. They did researches and gathered huge amount of informations on the psychological hygiene issues. They are eager to share with general public.

If one person has some degree of mental disorders, it’s very likely that his/her relationship with others would be disrupted.

The National Alliance On Mental Illness (NAMI) is a nationwide grassroots advocacy group, representing families and people affected by mental disorders in the United States.

But the lack of efficient communication and the social bias, messages didn’t get across very well. That’s why they need the third party enterprises to promote the idea of practice emotional hygiene.

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Concerning friends and families may not be the direct user of the brand and product, but they are crucial intermediate person, which connected to the people who are in need of the service.

NAMI provides psychoeducation research and support for people and their families impacted by mental illness through various public education and awareness activities. Mood Aid could be a very efficient education tool for their purpose.


COMPETITORS

AMERICAN PSYCHIATRIC ASSOCIATION

PSYCHOLOGY TODAY

WEBMD MENTAL HEALTH

The American Psychiatric Association is an organization of psychiatrists working together to ensure humane care and effective treatment for all persons with mental illness, including substance use disorders. It is the voice and conscience of modern psychiatry.

Founded in 1967 by Nicolas Charney, Ph.D, its intent is to make psychology literature more accessible to the general public.

WebMD is an American corporation known primarily as an online publisher of news and information pertaining to human health and well-being.

The magazine focuses on behavior and covers a range of topics including psychology, neuroscience, relationships, sexuality, parenting, health (including from the perspectives of alternative medicine), work, and the psychological aspects of current affairs.

It was founded in 1996 by James H. Clark and Pavan Nigam as Healthscape, later Healtheon, and then it acquired WebMD in 1999 to form Healtheon/WebMD. The name was later shortened to WebMD.

Its vision is a society that has available, accessible quality psychiatric diagnosis and treatment.

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SWOTS

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Strength

Weaknesses

Mood Aid focuses on the practice and step-by-step instructions of psychological health. More importantly, it’s selfadministered, and accessible to everyone.

People generally ignore their mental conditions until it gets really worse. They don’t know that it is preventable and emotional hygiene needs to be practiced.

Opportunities

Threats

It’s a chance to raise the awareness of psychological health among general public, and educate the knowledge of emotional hygiene.

People tends to consult psychiatrist and friends then to seek for help from third party services. But we can cooperate with psychiatrists so that they can recommend our service to their patients.


TONES AND KEYWORDS

Tone Healing, comforting in a modern medical style.

Emotional First Aid is a new idea among psychotherapy field, just like everything was new and exciting and innovating during the turn of the 2oth century. That’s why I want to adopt the feel and look into my design. Especially the look from the drug store and packaging. It brings out a interesting contrast between old and new.

Key Words SIMPLE

MODERN

MEDICAL

SIMPLE Clean and minimal style bring people calmness which is an important aesthetic concern for my project.

MODERN Psychological issues are relatively new and ahead of time to be addressed. So I invited a sense of modernism to the design to emphasis the “new”.

MEDICAL I want people to take psychological health as important as physical health. So by using the vernacular of the modern medicine, the design could brings people a clinical feeling.

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NAMING

Initial Naming FEEL ALRIGHT

MENTALRIGHT

PEH (PRACTICE

PSYCHE TREAT

BEI TO CURE

EMOTIONAL HYGIENE)

PSYDICINE

GUY’S FIRST AID

EFA (EMOTIONAL

SANEKEEPER

MIND-AID

FIRST AID)

EMOSOOTH

BB’S SOUL HEAL

MWB (MENTAL

MINDPILL

PSYCHECKED

WELL-BEING)

SICKMIND

PSYCHEAL CALMIND

Final Name:

Mind-Aid

Mood Aid

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SKETCHES

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INITIAL IDENTITY

T YPOGRAPHIC

ICONOGRAPHICS

mood-aid

mind-aid

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IDENTITY DEVELOPMENT Original

I employed several typefaces to see the over-all look and feel of logo. I tried to give it a more clinical feeling by putting curves and lines into the logo. But considering the audiences, I finally made the edge of the logo seems more clean and modern.

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FINAL IDENTITY

Healing & friendly curve

Clean and modern edge Same thickness strokes

Round edges

T YPEFACE

DIN BLACK

CMYK 0, 75, 61, 0 0, 0, 0, 70 0, 0, 0, 0 0, 0, 0, 20

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MOODBOARD

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MESSAGE AND DRIVERS

Practice emotional hygiene is a necessary step for well-being a fulfilling life.

Emotional wounds can be treated and soothed for preventing it becoming worse. Apply psychological aid as soon as the incident happened can effectively ease the pain and change the mood. Self-administered emotional healing process is the most efficient way to prevent the development of mental illness.

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03 Deliverables

01  BRAND POSTERS

05  MOOD AID KIT

02  BROCHURE

06  EVENT

03  APP

07  BRANDING BOOKLET

04  WEBSITE


BRAND POSTERS

In the posters, I used negative facial images with monotone to present the abnormal emotional status. The colors brings out a sense of curing, gentleness, and calmness to support my main message: emotional injuries should be take cared of and the pain it caused can be eased.

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All posters used positive results that people can get from curing psychological wounds, as the title, to respond to my audiences’ concerns.


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POSTER 1 This poster is placed at downtown San Francisco. People from all walk of life could be informed with our message, or even interested, intrigued by the poster and could delve deeper into the topic.

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POSTER 2 This poster is placed at the subway station. Working professionals and students are most likely to be exposed to my poster. The purpose of the poster is to catch their eyes and make them stop and think on their way home or work.

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POSTER 3 This poster is placed at the public park. Since park is the place people go to relax and reflect, it’s a perfect spot for our posters to get messages cross.

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BROCHURE

This booklet extended the function of the branding posters, continuing emphasis on the importance of practicing emotional hygiene, as well as provider audiences more information on the psychological facts in the U.S. and why they should start the practice as soon as possible.

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The close shots of the booklet printout.

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MOOD AID APP

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MOOD AID APP serves the function as a

digital version of emotional medicine cabinet, only faster and easier to get access of and to be used. It asks your emotional status when you open the APP, and guiding you to find the possible reasons, finally brings you to the page of the healing process. It also allows you to save your therapy sessions for you to review later.

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By providing current disturbing emotions, users can find out what caused the issue and how to resolve the bad feelings at the moment.

Detailed information about the psychological injuries are provided in the app so that people can be educated at the same time when they solving the problem.

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The APP will automatically preserve the information user entered and build cases around it for the convenience of revisiting the solutions.

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WEBSITE

MOODAID.COM is the website that provides

Also, our discussion section invites users to

more detailed information on healing psychologi-

discuss their experiences on some trendy and

cal injuries. Users can find a coach around

more concerned topics. Through a deeper inter-

where they live to get deeper help on the healing

action on the topic, people can gain a better

process. They can also go through the blog

understanding on the problem they are trying

section to find the topics they are interested in

to solve.

and educate themselves on the issue.

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Find a Coach section

Blog section

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Topic section

Discussion section

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MOOD AID KIT

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MOOD AID KIT is a product of our brand that serves as a psychological injury medicine cabinet, which is a box that contains healing processes from seven different psychological injuries that was drew from Dr. Guy Winch’s Emotional First Aid. On each card, it contains step by step instructions on how to overcome the injury you are going through, and by practicing it, the recovering and healing process is on the way.

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Front and back of the “Medicine” card.

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CONCLUSION

From this project, I have learned a lot about psychological health­—a topic I have never set my eyes on, and I have realized how important it is to our health and happiness. Through the deliverables I resented in this book, I hope people can relate to the problem and see how emotional wounds would affect our relationships, our success, our outlooks toward the world. And finally be inspired to take action and start practice emotional hygiene, or help their friends and family to practice and spread the love.

Spread Love

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MOOD AID PROCESS BOOK Desinger Beibei An Instructor David Hake Typefaces Dada Grotesk Light, Book, Medium, Heavy Paper Moab Entrada Summer 2016 GR 620 Visual Thinking Phone 415 827 8637 Email bebe.an.719@gmail.com

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Mood Aid Process Book  

A process book about a brand that aims to raise the psychological health awareness and offers several solutions on the topic.

Mood Aid Process Book  

A process book about a brand that aims to raise the psychological health awareness and offers several solutions on the topic.

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