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CASE STUDY

RACHEL FELL

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Contents

Brief Problem 5 Research 6 Audience 7 Competition 9 Mission 10 Strategy 12 Direction 16 Logo Identity 26 Stationary 30 Deliverables 37 Sources 3

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The Brief: Credibility of Eyewitness Testimony The human memory is not built for recollection. However, we continue to rely on our memory to determine history, especially in eyewitness testimony. Our memory is malleable; it has many holes. It is also susceptible to bias of the viewer when under pressure from the suspect. The viewers perceived notions of a suspect will overcome what the suspect actually looks likes. These are the reasons for the continued high number of exonerations due to false eyewitness testimony.

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Design Problem: The Power of Design As a team we researched our subject to distinguish current action being taken. Although there was an extensive amount of information on our subject matter, we found that there was a lack of design aesthetic and a need for eye catching designs.

Team Members:

Rachel Fell, Kyle Crowther & Masami Chin

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Research: A Deeper Understanding To better understand why eyewitness testimony is faulty, we conducted research into facts and stories of wrongly convicted criminals. We focussed our research into its flaws, the actions that are being taken, and reasonings into why eyewitness testimony is relied upon in court. Another important part of our research was into “Innocence Project,� an organization that focusses its efforts to exonerating wrongfully convicted individuals.

Inspiration: The US Innocence Project News websites and documentaries KONY 2012 To Write Love on Her Arms (TWLOHA)

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Audience: The campaign is meant to reach people who will sit on a jury. There is a select group of people who may not be chosen to serve on the jury because of their knowledge on the issue. However, the more people we make aware of the low credibility of eyewitness testimony, the more it becomes common knowledge.

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Competition: Part of our research included finding our competition. We did this by looking at current campaigns and what has previously been down to fight this issue. We found that “Innocence Project� was our competitor and helped us shape our campaign.

Challenges: As a team we worked together to build a successful campaign. During our process we came across several challenges that taught us how to collaborate as a team. In the early stages of the process we were challenged by the direction to take the subject matter. We all had separate ideas, but as a team we worked together to find the most effective direction to take our campaign.

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Our Mission: One issue that we face is the misconception of jurors about the credibility of eyewitness testimony. Currently, the only people actively learning about the issue are probably the ones that already have a basic understanding. Our goal is to make information about the incredibility of eyewitness testimony highly accessible, and unavoidable.

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Strategy: Reaching the Audience Although as a design team we had a series of posters to reach our audience, we needed something more to really make an effect. Individually we brainstormed ideas of how we were going to reach our broad audience. Furthermore, we had to choose the correct strategy that would efficiently effect our audience in the way that we wanted it to.

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Strategy: Concepts As a team we came up with concepts to further our campaign. 1. Interactive selection to identity patterns and stereotypes 2. Infographic that displays researched data 3. Blurred vision glasses 4. Real experience/testimonials posters, banners and image 5. Experiment into witnessing an event 6. Ironic icon signage

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Direction: Power of Design As a design team we collaborated our campaign ideas and concepts. We agreed on using real stories to shock the viewer enough to read further. Our goal behind our campaign was to use a design atheistic that is creative and would encourage our viewer to think. This was done through vectorized graphics combined with a strong visual of color and type.

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Direction: Step One To begin our campaign we had to come up with a name. We needed a name that would communicate our mission. To do this we brainstormed words that were related to our subject matter.

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Direction: Step Two The next step in defining our campaign was to decide on a color palette that would draw our audience to our campaign. We needed to catch the audiences attention, and through the use of color communicate the subject of Eyewitness testimony.

Dark Red C 11 M 94 Y 94 K 51

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Red C 15 M 100 Y 90 K 10

Blue C 85 M 50 Y0 K0

Gray C0 M0 Y0 K 30

Light Gray C0 M0 Y0 K 10


Direction: Step Three Once we had our colors for our campaign we had to decide on a font family to use. The use of typography is a powerful tool when communicating a message. We chose a bold and simple font that would be easily read and would draw attention.

Title:

Body Copy:

Gotham Bold

Gotham Book: Regular

abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 ,;:’”?!@#$%&*()

abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 ,;:’”?!@#$%&*()

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Logo Identity: To begin our logo process the design team began sketching ideas. We tried to think of two ideas related to the subject matter that would come together in a logo form. Our logo must be readable as small as 1� x 1 “ and capture the essence of our campaign.

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Logo Identity: Sketches For my logo sketches I focussed on the idea of vision and the misconception of eyewitness testimony. I also incorporated the hand because in our research we discovered a person’s DNA is vital verses the use of eyewitness testimony that has proved to be faulty.

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Logo Identity: Vectors One I had sketched my ideas I vectorized them to make my ideas clearer. Once they were vectorized I then added color to some of my logos.

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Logo Identity: Sketches Group Member KYLE CROWTHER Each group members ideas varied. Kyle used the helvetica man and an eye to communicate our campaign.

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Logo Identity: Vectors Group Member KYLE CROWTHER Kyle’s vectorized logos made his ideas clearer.

GUILTY 3183865

I

GU AL TY I NNO

EN

6”

6”

5”

5”

4”

4”

3”

3”

2”

2”

1”

1”

?

?

6” 5” 4” 3” 2” 1”

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INNOCENT 3183865

ICONIC I SUSPECT

?

? HELVETICA

SUSPECT

ICONIC SUSPECT

DOT SUSPECT

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Logo Identity: Sketches Group Member MASAMI CHIN Each group members ideas varied. Kyle used the helvetica man and an eye to communicate our campaign.

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Logo Identity: Sketches Group Member MASAMI CHIN Vecorizing her ideas, Masami succesfull visualized her logos that are communicated in a black and white form.

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Logo Identity: Final As a design group we collaborated our ideas and choose to use a letter mark as our logo. We replayed the dot of the ‘I’ with an eye vector to communicate “eyewitness.” We agreed that our final logo was clear, simple and clean.

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Stationary: I have designed a stationary set that includes a letter head, business card and envelope. Having these will help brand our campaign and represent it in a professional and recognizable way.

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Stationary:

Letterhead

Mr Smith 1 LMU Drive, Los Angeles, CA 90045

Dear Mr Smith, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. P hasellus viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue. Curabitur ullamcorper ultricies nisi. Nam eget dui. Etiam rhoncus. Maecenas tempus, tellus eget condimentum rhoncus, sem quam semper libero, sit amet adipiscing sem neque sed ipsum. Nam quam nunc, blandit vel, luctus pulvinar, hendrerit id, lorem. Maecenas nec odio et ante tincidunt tempus. Donec vitae sapien ut libero venenatis faucibus. Nullam quis ante. Etiam sit amet orci eget eros faucibus tincidunt. Duis leo. Sed fringilla mauris sit amet nibh. Donec sodales sagittis magna. Sed consequat, leo eget bibendum sodales, augue velit cursus nunc, Your sincerely, Rachel Fell

Los Angeles, CA 90045

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Stationary: Envelope

1 LMU Drive, Los Angeles, CA 90045

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Stationary: Business Card

Front

Back

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Deliverables: Poster Series The next stage of our campaign was to produce a series of three posters. The posers must communicate our mission using the characteristics we established including colors and type, The important aspect of our posters was the combination of images and text. After many revisions here are my final post series.

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Deliverables: Poster One

EYEWITNESS MISIDENTIFICATION =

I was inspired by the power of photography. After receiving feedback from my group members and classmates I found that using photographs verses vector art was more powerful. I combined the two and produced an image that replicates an eyeball being handcuffed. This is to resemble the power of one’s eye when it comes to eyewitness testimony.

WRONGFUL CONVICTIONS www.iwitness.org

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Deliverables: Poster Two Once again I choose to use the power of photography to communicate my message. I wanted the eye to appear blurred to represent the lack of clear vision, one of the reasons why eyewitness testimony is not reliable.

F A L S E CONVICTIONS

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IN PAST

www.iwitness.org

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YRS


Deliverables:

Poster Three Using a photograph of a closed eye I physically sewed ribbon through the printed image. I wanted to replicate an eye being sewed closed to communicate the need to abolish eyewitness testimony on the jury.

1 IN 4

EYEWITNESS IDENTIFICATIONS are

WRONG www.iwitness.org

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. . . . . . . case study Our memory has many holes........ 1 LMU Drive, Los Angeles, CA 90045

Our Mission:

Credibility of Eyewitness Testimony The human memory is not built for recollection. However, we continue to rely on our memory to determine history, especially in eyewitness testimony.

One issue that we face is the misconception of jurors about the credibility of eyewitness testimony. Currently, the only people actively learning about the issue are probably the ones that already have a basic understanding. Our goal is to make information about the incredibility of eyewitness testimony highly accessible, and unavoidable.

Our memory is malleable; it has many holes. It is also susceptible to bias of the viewer when under pressure from the suspect. The viewers perceived notions of a suspect will overcome what the suspect actually looks likes. These are the reasons for the continued high number of exonerations due to false eyewitness testimony.

Part of the process of making our campaign successful is advertising and informing. A way of doing this is producing a brochure that has enough information in to educate people about what we are doing and why. Deliverables: Brochure


Deliverables: Iphone Application I chose to design an Iphone application that would visually communicate the effects of eyewitness testimony. The application will display a number of crimes and the user must match the crime with the suspect. After it is all complete the application will display if the user has determined a stereotype. The aim for this application is for the user to realize that when asked to provide a description for a suspect, that our memory is deceived into what we assume rather than the truth. This is something that leads to false eyewitess testimony.

I swear by Almighty God that I will tell the truth, the whole truth and nothing but the truth

Your Age Range?

ARMED ROBBERY ACCEPT

DUI

DECLINE

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Deliverables: Bus Signs Whilst choosing a promotional ad campaign, I considered our mission and audience. With this in mind, we wanted to target a high number of people to make it common knowledge, that is why I chose bus signs to reach our audience.

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Sources:

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Case Study  

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