Remedi | Thesis Process Book

Bachelor of Fine Arts Thesis Process Book | Designed and Written by Carly Dutch-Greene

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This project is dedicated with immeasurable love and gratitude to the individuals whom have supported me and guided me along the way: my mother, who is my rock and provides me with endless inspiration and love; my father, who grounds me and gives me unconditional support; my brother, who makes me laugh like no one else, and encourages me to grow; my step-father, who for the last few years has become an integral part of my journey; and my dear friend Eliana, who has stood by my side through this entire process. For you all I am eternally grateful.

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Foreword

Preface

Introduction

by Dr. Niraj Nijhawan, M.D.

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Design Question

Proposal & Goals

Design Theory

Subject Matter

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The Expert

The Brand

Remedi

Success

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About Me

Thank You

References

Dr. Niraj Nijhawan, M.D.

Carly Dutch-Greene

and Inspiration

The Name The Logo

Consonance & Dissonance Color Theory Emotional Branding

Design Breakdown Deliverables

The Mind & Body Connection

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These are both exciting and disconcerting times. Never has there been more opportunity though conversely, there are more feelings of anxiety and insecurity about what the future holds for most people. The anticipatory stress results in poor engagement in the workplace and a multitude of physical and mental health problems. This anxiety and insecurity is caused by a combination of excessive interaction with technology and an overall rapid pace of innovation and change. This phenomenon is unique to our development and is unlike any other in human history.

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Despite these setbacks, a series of critical revolutions in neuroscience and the mind-body connection can further our understanding of the human condition.

Harnessing this knowledge can help people not only survive, but thrive in this very dynamic time period. Unfortunately, this scientific understanding is an intellectual proposition which is difficult for most people to resonate with.

The work done by Carly Dutch-Greene is an essential component in the understanding of the mind-body connection. It harnesses the tools of digital design, marketing, and the newfound knowledge of this human development to tell a story that is both intriguing and inspiring for people to enter into this life-changing realm.

- Dr. Niraj Nijhawan, M.D.

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September of 2012 marked the beginning of the most prominent event in my life. I began experiencing severe physical symptoms. Months of doctor visits, tests and pills ceased to remedy this disease. I was living in fear, agony and could not understand why I was going through such suffering. Through family and friends, I was connected with Niraj, a highly esteemed doctor. At the time I was not fully aware of his prestige. I called him, as a human being seeking insight and guidance from another.

After hearing my story, he asked me to try to recall any past events that I considered to be unresolved. I immediately thought of an incident with a former friend, a painful falling out that was never reconciled, nor forgiven.

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Through this remembrance, I came to realize: the emotional and spiritual pain I was avoiding had manifested itself in the form of disease and intense physical suffering. In addition to my revelation, Niraj provided me with information that was truly the answer to my (seemingly) unsolvable problem.

At my lowest point, someone provided me with the tools that allowed me to heal myself. By virtue of this experience, I want to share the knowledge that guided me to a healed life with individuals who may be suffering in their own right. The process book you are about to read explores the development of my senior thesis design project. This project conveys information about how the mind and body are perpetually connected.

I am happy to say that after much self-work and forgiveness, I have been in complete remission since the Fall of 2013.

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The sole purpose of life is to be happy and healthy. As a Digital Design student, I have been taught to use design to communicate strong messages and solve problems. My Bachelor of Fine Arts thesis focuses on the connection between the mind and body. This process book explores how design methodology can facilitate promotion of health and happiness within people.

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Examining bodies of work with similar subject matter was essential in procuring a successful thesis project. From exceptional understanding of subject matter and clear vision of design concept, a full brand campaign that incorporates print collateral and an interactive website experience has been developed to substantiate my thesis query.

Use of design theories such as: consonance/dissonance, color theory, and emotional branding are mentioned in this book. These theories have greatly impacted the results of my thesis project, and were an integral part of my research and development process. The intent of this book is to show the process of a distinctly unique design approach through a balance of scholarly research and original thought.

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Thesis question brainstorm

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How can brand strategy & visual design raise awareness about the mind and body connection?

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THE GOAL OF THIS THESIS IS TO: Provide people with information on the mind and body connection that may otherwise be unattainable.

Create an advertising campaign that resonates with individuals and generates new consumers.

Utilize said advertising campaign to generate website traffic.

Provide viewers with information necessary to successfully communicate the brand message.

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PROPOSAL & INSPIRATION The overall objective of my thesis project is to focus on the development of a successful brand. This brand, titled Remedi, will bring forth information on the interconnection between the human mind and body. The chakra system which is tens of thousands of years old, has been a source of inspiration for the project. Building the brand based off of this time tested system will require immense innovation.

The chakra system is associated with new age spirituality and is often the main reason why many people turn away from the information it presents. Important content about the mind and body association is delineated in the chakra system. It has been proven that the human body can be remedied based on balance and healing of the mind and emotions.

As a means of providing insight into this truth, I propose that the most effective way will be by creating a brand advertising campaign. This campaign will guide people to the brand’s website, which will provide further information on the mind and body connection as well as tools to assist people in their healing process.

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CONSONANCE & DISSONANCE Through my research I have come across a design and communication technique called dissonance. Developing an understanding of consonance is necessary to understand the technique. Consonance is the feeling of being secure with one’s personal beliefs and a feeling of peace is present within one’s life. In contrast, dissonance is the disruption of one’s consonance, it urges feelings of discomfort and challenges one’s beliefs. The concept of (cognitive) dissonance is based on the hypotheses of Leon Festinger and are as follows:

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1. The existence of dissonance, being psychologically uncomfortable, will motivate a person to try to reduce dissonance and achieve consonance.

2. When dissonance is present, in addition to trying to reduce it, the person will actively avoid situations which would likely increase the dissonance.1 By utilizing dissonance to challenge audiences beliefs, a designer can then propose their product or campaign as a means of reestablishing consonance.2 This thesis project has exercised this technique, specifically through the brand advertising campaign.

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COLOR THEORY Color theory or color branding is much more than what it may seem. It is not simply about how a brand looks. The use of color theory when developing a brand, or any visual campaign, is more about portraying the proper message to the audience. The natural human response to color is purely scientific.

Colors trigger a reaction in the cerebral cortex, activating thoughts and memories within individuals.3 By embracing this inevitable reaction, I was able to tailor the colors utilized in my thesis brand to support the intended mood and message.

Colors of the Remedi Brand

WORD ASSOCIATIONS

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BLUE

GREEN

YELLOW

ORANGE

Loyalty Security Freedom Tranquility Peacefulness

Health Serenity Calmness Prosperity New beginnings

Positivity Awareness Happiness Motivation Enlightenment

Vitality Courage Optimism Friendliness Courage

EMOTIONAL BRANDING Marc GobĂŠ was the co-founder and former CEO of Desgrippes GobĂŠ (now called BrandImage) which is ranked as one of the top ten branding firms in the world. In his book, Emotional Branding: The new paradigm for connecting brands to people, he speaks of emotional branding as the new key to success for brands and marketing. He explains that emotional represents how brands engage consumers through their senses and emotions and as a result; how the brand comes alive and puts in place lasting, meaningful connections.

Emotional branding is a technique that focuses on the development humans and their newfound desire to move beyond material fulfillment in order to experience emotional satisfaction. By applying the fundamentals of emotional branding to my thesis project, the development of my brands trustworthiness will be greatly impacted. 4

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THE MIND & BODY CONNECTION To clearly communicate the importance of mind and body connection, it is paramount to discuss the chakras (or chakra system). To fully understand the system, one must realize that the human body is made entirely of energy.

Just as all matter in the universe, the body is no exception. Neurobiologist Candace Pert states that “emotionally-charged thoughts and experiences cause the body to manufacture different neuropeptides, chemicals triggered by emotions.”5 In other words, emotional experiences become literally encoded in the cell tissue of the human body.

The chakras are a set of points in the (energy) body that, when open, allow energy to flow in and out. When this occurs, body, mind and spirit are all completely harmonious. As a means of navigating our holistic bodies on an energetic level, the chakra system contains points that “regulate, maintain, and manage physical, emotional, mental, and spiritual aspects of our being”. 6 22

Speaking about the chakra system can be, for lack of a better word, intimidating.

This “new age” spirituality jargon is a total turn off for a lot of people. It is imperative that people become aware of the importance of the this system that defines connection between the mind and body.

“Every thought and experience you’ve ever had in your life gets filtered through these chakra databases. Each event is recorded into your cells. In other words, ‘ your biography becomes your biology.’ When chakra energy is blocked or misdirected, emotional and physical illness can arise.”

- Caroline Myss, Ph.D.. 7 People must begin shifting their awareness. Making a conscious decision to be present and function from one’s higher brain. To simply exist, letting life just happen, is not what we are meant to do. So many of us suffer on a daily basis. Whether it is from mild stomach aches and headaches, or cancer and heart disease. People spend a significant amount of their time complaining. If one makes a conscious effort to heal one’s mind (and spirit) first, one’s body will follow suit.

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My subject matter expert is Dr. Niraj Nijhawan, he is a board certified anesthesiologist and author of the book “Modern Medicine is Killing You�. He integrates eastern medicine practices into his western medicine profession. He has provided me with immense insight on the subject of not only chakras and spiritual healing, but also the importance of the mind and body connection within human beings.

He has helped me to realize that providing alternative approaches to physical suffering, such as the chakra system, may provide new insight, hope and results to those who are suffering.

Dr. Niraj Nijhawan, M.D.

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THE NAME REMEDI Derived from the word “remedy” (n.)

something that cures or relieves a disease or bodily disorder; a healing medicine, application, or treatment. something that corrects or removes an evil of any kind.

(v.)

to cure, relieve, or heal. to restore to the natural or proper condition; put right. to counteract or remove: to remedy an evil.

Taken directly from Latin remedium “a cure, remedy, medicine, antidote, that which restores health.” 8

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Word mapping

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THE LOGO The logo design for Remedi is akin to the chrysalis (or cocoon) of a butterfly. This came to me completely without intention. After exploring this creative revelation, I have found a significant amount of information on the symbology of the chrysalis: Psychē is a Greek word that can be translated into both the words soul and butterfly. In order to take flight, a butterfly must transition from a caterpillar and break out of the chrysalis that has been created to catalyze its transformation.

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Through the butterfly’s individual strength, it moves through a tiny opening in the chrysalis and emerges, a fully transformed being.

The soul must experience a process similar to that of the journey from caterpillar to butterfly. Human beings must advance through the barely visible passages that life leaves in the midst of pain and chaos. Like the butterfly, we must take authority and initiate our transformative process in order to create permanent healing. 9

Logo sketches

Monarch butterfly chrysalis

The Remedi logo is separated into six individual logos, all of which correlate with particular areas of the human body. Each of the logo iterations shown below will be utilized throughout the brand campaign to represent their respective mind and body associations.

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DESIGN BREAKDOWN Just as the ancient chakra system associates various body parts with emotions, Remedi communicates the same information. Each shape, symbol and color combination found in the brands logo is associated with areas of the body and elements of the mind. The diagram on the left illustrates these relationships.

THE DELIVERABLES This project utilizes a cohesive brand identity and message throughout a poster driven advertising campaign. The objective of this campaign is to encourage the audience to visit the corresponding website and gain insight through the detailed information on the mind and body connection.

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MIND

BODY

MIND

BODY

Wisdom Intuition Imagination Sense of purpose

Eye strain Ear aches Headaches Sleep problems

Honesty Purpose Integrity Creativity Self-expression Communication

Stiff neck Sore throat Mouth ulcers Swollen glands Tooth/gum problems Thyroid dysfunctions

MIND

BODY

MIND

BODY

Love Devotion Gratitude Forgiveness Compassion

Asthma Lung disease Heart conditions Circulation issues Shallow breathing

Anxiety Balance Ambition Indecision Self-esteem

Ulcers Arthritis Diabetes Stomach pain Adrenal issues

MIND

BODY

MIND

BODY

Energy Passion Intimacy Openness Sensuality Relationships

Back pain Pelvic pain Low sex drive Urinary issues Sleep disorders Digestive issues

Fear Anger Instinct Security Survival Structure Family life

Depression Foot/Leg pain Lack of energy Bone disorders Lower back pain Eating disorders Immune disorders

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My Bachelor of Fine Arts thesis project has evolved rapidly throughout the past semester, but has been a developing idea for years. By taking my personal experiences and combining them with great design knowledge, research and input from mentors, I have been able to create what I view to be a successful project.

Oprah Winfrey is strong and successful woman, the following statement is how she views success: “I’ve come to believe that each of us has a personal calling that’s as unique as a fingerprint - and that the best way to succeed is to discover what you love and then find a way to offer it to others in the form of service, working hard, and also allowing the energy of the universe to lead you.” 10 For me, my personal calling is design, and through design I have found an avenue with which to communicate important messages to others.

The development of the overall brand identity of Remedi, and the usability of the website prove to be successful through my integration of skill and understanding of purpose.

The thesis question “How can brand strategy and visual design raise awareness about the mind and body connection? ” has been answered through the evolution of this project.

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Website wireframes

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Carly Dutch-Greene Graphic & Web Designer carlydg.com

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I was born and raised in Madison, Wisconsin. It was there that I began my journey and where I found my passion for design. Creating things is the only thing that has consistently made sense in my life, and let’s just say that after MySpace came out in 2003- I knew what I was meant to do.

My designs incorporate vibrant colors, religious use of the grid, and focus significantly on typography. My personal creative process begins with research. I find photos, inspiration and even music that helps to get my creative energy flowing.

I take great pride in my attention to detail and problem-solving ability. As a designer, I transcend boundaries by creating art and design that shares the positive energy I put into every single piece. I am versed in all aspects of the digital design, however I focus on branding and front end web development.

As a digital designer, it is imperative to develop and maintain skill sets that can accomplish any project. My education as a Digital Design major at the University of Colorado Denver has provided me with those skills. My inherent ability to understand client needs and creativity puts me at the forefront for design projects.

I like to spend my free time hip-hop dancing, skiing and expressing my creativity through various other outlets. I am driven by my personal spirituality and dedication to a balanced and enlightened life.

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MENTORS

SUPPORT

Niraj Nijhawan Michael Mages Ray Sams Michelle Carpenter Brian DeLevie Jason Bowers Bryan Leister Travis Vermilye

Shelly Dutch Peter Greene Alex Dutch-Greene Charles Callendar Eliana Guillen Sterling Walston Tom Thliveris Tamara Schlessinger

THANK YOU TO MY DIGITAL DESIGN FAMILY !

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WORKS CITED 1. Festinger, Leon, A Theory of Cognitive Dissonance (Stanford, CA: Stanford University Press, 1962).

2. Fry, Tad, “Design With Dissonance - Smashing Magazine,” Smashing Magazine, October 13, 2011, Accessed February 19, 2015. http://www.smashingmagazine.com/2011/10/13/design-with-dissonance/.

3. Gobé, Marc, Emotional Branding: The New Paradigm for Connecting Brands to People (New York, NY: Allworth Press, 2010), 79-83.

4. Gobé, Marc, Emotional Branding: The New Paradigm for Connecting Brands to People (New York, NY: Allworth Press, 2010).

5. Pert, Candace B., Molecules of Emotion: The Science Behind Mind-Body Medicine (USA: Simon and Schuster, 2010).

6. Dale, Cyndi, The Complete Book of Chakra Healing: Activate the Transformative Power of Your Energy Centers (Woodbury, MN: Llewellyn Publications, 2009), 23.

7. Myss, Caroline, Anatomy of the Spirit: The Seven Stages of Power & Healing (New York, NY: Harmony Books, 1996).

8. Remedy, Dictionary.com. Random House, Inc., Accessed April 2, 2015. http://dictionary.reference.com/browse/remedy.

9. Canfield, Cheryl, Profound Healing: The Power of Acceptance on the Path to Wellness (Rochester, VT: Healing Arts Press, 2003), 144-146.

10. Winfrey, Oprah, O Magazine (September, 2002), Accessed April 3, 2015. http://www.goodreads.com/author/ quotes/3518.Oprah_Winfrey.

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