Grand Old Hypocrosy by Gavin MacPherson

Grand Old Hypocrisy Subversive Platform Fall 2015 Gavin MacPherson

Creative Summary Risk Assessment Audience Assessment Competitive Analysis Inspiration Mood Board & Direction Concept Development Logo Process Style Guide Deliverables Collateral Process

Gavin MacPherson | Index

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Project Statement Designâ€™s capacity for subversion against centralized power within our visual culture. My project will be a political satirical website that aggregates empirical data on political figures of the 2016 elections. This empirical data will be incorporated into a system of memes that inform, educate, and link the target audience to facts about 2016 candidates. This project will use subversive strategies and techniques of meme warfare, culture hacking, political satire, and social commentary to draw audiences into conversations on social media platforms. The call to action will be to share facts and counter misinformation and obfuscation within political campaigns as they occur.

Who

The target audience consists of progressive, liberal, politically active members.

What

Political Satirical Website

When

2015 - 2016 Election Season

Where

To be used in conjunction with social media sites.

Why

To counter misinformation and encourage the most positive outcome for the 2016 elections

How

A system of memes that inform, educate, and link the target audience to facts about 2016 candidates that counter misinformation and obfuscation within political campaigns.

Tone

Subversive, Savvy, and Angry.

Gavin MacPherson | GOH | Creative Summary

Deliverables

26 Letters & Subjects

Primary (Must-haves)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

Website Social Media Memes Social Media Political Cartoon Alphabet book Secondary (Hopefuls) Hard portfolio copy Digital portfolio copy Caricature Busts Campaign Tertiary (If I can) Coffee Mugs T-shirts Coloring book Poster Coffee mug Bumper stickers Stencils Hats Buttons Balloons

A - Atlas, Abortion, B - Bush, brother, Bridgegate, C - corporate, corporations, D - dissemble E - equivocate F - Fiorina, FICO G - Green Eggs and Ham H - hypocrisy, Huckabee, Haggard I - ignorance, ignominy J - Jindal, judgement, K - Kasich, L - lying, labor, lubricant (frothy mix), M - Mike, mendacious, minority N - nuance O - opthamologist, Obamacare, P - Paul, Perry, Plagiarism, Palin Q - Queer, Queen, qualified, R - Rubio, Rape, S - Santorum, sycophant, Sarah T - Teddy, terror, torment, U - unions V - values W - Walker, Wisconsin, welfare, X - xenophobe, Y - you Z - zealot, zealous,

Correspondents Jeb Bush Ben Carson Chris Christie Ted Cruz Carly Fiorina Lindsey Graham Mike Huckabee Bobby Jindal John Kasich

Gavin MacPherson | GOH | Risk Assessment

George Pataki Rand Paul Rick Perry Marco Rubio Rick Santorum Donald J. Trump Scott Walker Sara Palin Trey Radel

John Boehner Larry Craig Glenn Beck Rush Limbaugh Ted Haggard Todd Akin Bill Oâ€™Reilly

Target Audience

Stephen Colbert

Jon Stewart

Bill Maher

People who are active on social media sites, are politically knowledgeable and engaged, progressive, and angry.

Aven An 32 year old woman, who is a low-income, progressive, and politically active graduate student. She interacts on social media sites where she enjoys correcting misleading information and disrupting obfuscation of the willfully ignorant. • hates lazy, ignorant liars. • loves calling them out.

Byl A 38 year old man, who is a professional researcher, progressive, politically active college graduate. He interacts on social media sites by updating and sharing scientific knowledge, political ideas, and enjoys educating others on-line. • hates environmental abuse and selfish people. • loves to help people find sustainable habits.

Patty A 60 year old woman, who is a retired nurse, progressive, politically active college graduate. She interacts on social media sites by sharing political stories, satirical opinions, and engaging others in social commentary.

transgenderlawcenter.org “I stand by this man. I stand by this man because he stands for things. Not only for things, he stands on things. Things like aircraft carriers and rubble and recently flooded city squares. And that sends a strong message, that no matter what happens to America, she will always rebound – with the most powerfully staged photo ops in the world.”

hollywoodreporter.com

rbpconcerts.com

“The Internet is just a world passing around notes in a classroom. That’s all it is. All those media companies say, We’re going to make a killing here. You won’t because it’s still only as good as the content.”

“I’m saying that doubt is the only appropriate response for human beings.” —Sunday Times Interview

—Wired Interview

—Satirized George W. Bush Administration and the White House Press Corps.

• hates ignorant, regressive people. • loves to expose hypocrites.

Gavin MacPherson | GOH | Audience Assessment

Despair.com

Cracked.com

Despair, Inc is a company based in Austin, Texas, that produces posters and souvenirs that satirize the motivational indoctrination common in corporate environments.

Cracked.com is a humor website, with over 300 million monthly page views. The site was founded in 2005 by Jack O’Brien and is currently a property under Demand Media. It grew in prominence after merging with another popular humor website, Pointless Waste of Time.

They are known for their cynical and ironic “Demotivator” items, which parody the grandiose imagery and solemn language of Successories, a range of motivational products.

Gavin MacPherson | GOH | Competitive Analysis

Pinterest Pinterest is a web and mobile application company, which operates an eponymous photo sharing website. Registration is required for use. The site was founded by Ben Silbermann, Paul Sciarra and Evan Sharp. It is managed by Cold Brew Labs and funded by a small group of entrepreneurs and investors.

Gavin MacPherson | GOH | Competitive Analysis

Reddit Reddit is an entertainment, social networking, and news website where registered community members can submit content, such as text posts or direct links, making it essentially an online bulletin board system. Registered users can then vote submissions up or down to organize the posts and determine their position on the siteâ€™s pages. Content entries are organized by areas of interest called â€œsubreddits.â€? The subreddit topics include news, gaming, movies, music, books, fitness, food, and photosharing, among others.

Kevin Kallaugher Political Satirical Illustrator In his celebrated career with The Economist, Kevin Kal Kallaugher has created over 4000 editorial cartoons and 140 covers. Kal has pointed his keen eye and sharp pen at the important world events from the past 35 years. You will find cartoons lampooning international leaders from Ronald Reagan and Margaret Thatcher to Barack Obama and Angela Merkel.

Gavin MacPherson | GOH | Inspiration

Spinfluence By Nicholas McFarlane Spinfluence will appeal to crooked politicians, media manipulators and corporate big-wigs alike, in fact anyone interested in how to exploit people for profit or power. Covering fun techniques and tactics such as emotional hijacking, brainwashing and hysteria harnessing - Spinfluence is a glorious and insightful read about how to bend the truth and subvert the will of the herd.

Gavin MacPherson | GOH | Inspiration

The Onion Political Satirical News Source The Onion is an American digital media company and news satire organization. The publicationâ€™s origins are rooted in its distribution as a weekly college print publication beginning in 1988, but in the spring of 1996 The Onion put its content online in the form of a website featuring satirical articles reporting on international, national, and local news. Starting in 2007, the organization began publishing satirical news audio and video online, as the Onion News Network. In 2013, the publication ceased publishing the print edition and launched Onion Labs, an advertising agency.

Gavin MacPherson | GOH | Inspiration

The Dangerous Alphabet By Neil Gaiman Illustrated by Gris Grimly A cacophony of an alphabet book, from A to Z. Be prepared for a riot of action, art and words! An alphabet book with a story about two children and their pet gazelle who head off, treasure map in hand, on an underground journey into a place where monsters and pirates roam. Will they find the treasure? Will they get out alive? Will the alphabet ever be the same again?

Gavin MacPherson | GOH | Inspiration

Initial Direction These illustrations are part of what inspired me to create an alphabet book for the 2016 elections. From this concept on the left I was able to pull multiple elements to define a functional brand identity.

Gavin MacPherson | GOH | Moodboard & Direction

Definition

is for Hypocrisy

Hypocrisy - the practice of claiming to have moral standards or beliefs to which one’s own behavior does not conform; pretense. Origin Middle English: from Old French ypocrisie, via ecclesiastical Latin, from Greek hupokrisis ‘acting of a theatrical part,’ from hupokrinesthai ‘play a part, pretend,’ from hupo ‘under’ + krinein ‘decide, judge.’

Word Play mask dove / snake people pope jealous play-acting

H is for Hypocrisy

Agency FB - Bold

Bodoni MT - Bold

H is for Hypocrisy

Cooper Black

Century Gothic

H is for Hypocrisy

Adobe Caslon Pro - Bold

ITC Cheltenham Std - Bold

coward theatre counterfeit fingers crossed red “x” wolf in sheep clothing black and white stamp

Gavin MacPherson | GOH | Concept Development

Gavin MacPherson | GOH | Logo Process | Sketches

is for ypocrisy

Gavin MacPherson | GOH | Logo Process | Sketches

Gavin MacPherson | GOH | Logo Process | Final

Clear Zone

The minimum required clear space around the logo must be equal to the height of the elephant body within the logo.

Minimum Size

The minimum size of the logo must be no smaller than 500 px, or 1 inch wide on printed material. 500 px or 1 inch

Title - Gill Sans MT - Bold hex: #1c3e71 websafe: #333366 rgb: 28 62 113 hsl: 216 60 28 hsb: 216 75 44 cmyk: 75 45 0 56

Gavin MacPherson | GOH | Style Guide

hex: #e11f26 websafe: #cc3333 rgb: r:225, g:31, b:38, hsl: 358 76 50 hsb: 358 86 88 cmyk: 0 86 83 12

Header - Futura ICG - Bold - 15 pt Subheader - Futura Medium - Medium - 12 pt Body - Futura-Normal - Regular - 9 pt Caption - Futura ICG - LightOblique - 9 pt Folio - FuturaICG - Book Oblique - 9 pt

Target Audience (T.A.) Socio-behavioral Flowchart

Deliverables Primary (Must-haves)

Tertiary (If I can)

Website A political satirical website that aggregates empirical data, and visualizes the political spectrum on political figures of the 2016 elections with citable, linkable sources.

Coffee Mugs T-shirts Coloring book Poster Coffee mug Bumper stickers Stencils Hats Buttons Balloons

Social Media Political Cartoon A responsive, adaptive meme comprised of a satirical illustration of the target candidate accompanied by a link to the corresponding webpage containing cited empirical evidence. Alphabet book An adult alphabet book to be used as design collateral that will be sold as collectorsâ€™ item for 2016 elections. Secondary (Hopefuls) Hard portfolio copy An artifact concept brief containing research, process and design execution of Grand Old Hypocrisy project. Digital portfolio copy A digital format of the concept brief embedded within online digital platform Issuu. Caricature Busts 3D printed caricatures of political candidates that double as utility items such as a toilet paper, condom, and tampon dispenser.. Campaign Marketing campaign with digital and print advertisement, book signing publicity collateral. 38

Gavin MacPherson | GOH | Deliverables

Socially Networked T.A. Peer

T.A.

User Action Content Social Effect

This flowchart showcases how the websiteâ€™s infrastructure will encourage demarginilization porportionally to the website exposer to social networks.

Buy

PRO GOP Candidate Comment Converstation

Informed

Self

Notice

Appreciate

Gift

GOH Website

GOP specific counter info

Meme Share Valid Counter

Special Offer: Buy 1 Alphabet book for any of the 6 Candidates, recieve 1/2 off second book.

Visit

Notice Appreciate

Demarginalization

Oppressor Agitation

Exposure

Element List Website • • • •

Animated Splash Logo Web Ready Logo Welcome and Intro Copy Jumbotron Ready Images (Candidates & Products) • Candidates (x17) • Office Mailing Address • Office Phone Number • Primary Illustration • Illustrated Icon • Illustrated Banner Title • Social Issue Summary Comment • Link to Site (URL Source) • Social Issue Icons (x13) • Product Copy (x11) • Product Purchase Link (x11) • Product Icon (x11) • Social Icons (x10) • Format Requirements • Face Book • Linkedin • Google+ • Youtube • Pintrest • Instragram • Tumblr • Flickr • Reddit

Splash

Home

Splash

Home

Example of Candidate Page

Logo

• Home

• Menu • Candidates • Social Issues • Store • Share

• Menu • Share • Candidates • Menu • Social Issues • Candidates • Store • Social Issues • Share • Store

Welcome & Intro

Jumbotron Gallery

Candidate Illustrations & Products

Example of Candidate Page

• Perry • Santorum • Gilmore • Jindal • Pataki • Graham

• Perry Office Number • Santorum • Form Link • Gilmore • Jindal Illustration • Pataki • Graham

Example of Social Issue Page Logo • Home • Share • Menu • Candidates • Social Issues • Store

• Home • Share • Menu • Candidates • Social Issues • Store

• Home KEY Page

• Button

• Share • Menu • Candidates Page • Button Content • Social Issues Direct-content link • Store KEY

Content

Direct-content link Multi-content link

Multi-content link

• Citation Link

Example of Social Issue Page

URL Source

Example of Social Issue Page

Logo

Logo Summary Comment Summary Comment Illustrated Candidate BTN Illustrated Candidate BTN Candidate Candidate • Home • Home • Home • Citation Link URL Source • Citation Link • Trump • Trump • Gay rights • Share • Gay rights • Share • Share • Carson • Carson • US Citizen Surveillance • US Citizen Surveillance • Menu • Menu • Menu • Bush • Bush • Patriot Act • Patriot Act • Candidates • Candidates • Candidates • Cruz • Cruz • Snowden “NSA” Whistleblowing • Snowden “NSA” Whistleblowing • Social Issues • Social Issues • Social Issues • Rubio • Rubio • Women Rights • Women Rights • Store • Store • Store • Huckabee • Huckabee • Vote on Wars: Libya, Iraq, • Vote on Wars: Libya, Iraq, • Walker • Walker Afghanistan, Syria Afghanistan, Syria ISSUE ICON ISSUE ICON • Fiorina • For Profit Prisons: Excessive Incarceration • For Profit Prisons: Excessive Incarceration • Fiorina • Kasich • Kasich • Regulation of Wall Street • Regulation of Wall Street • Paul • Paul • TPP, NAFTA, and Offshoring Jobs • TPP, NAFTA, and Offshoring Jobs • Christie • Christie • Campaign Finance • Campaign Finance • Perry • Perry • Reform-Citizens United, Super PACs • Reform-Citizens United, Super PACs • Santorum • Santorum • Climate Change • Climate Change • Gilmore • Gilmore • Keystone – XL Pipeline • Keystone – XL Pipeline • Jindal • Jindal • Pataki • Pataki • Graham • Graham

Example of Store Page Logo

Summary Comment

Illustration

Example of Social Issue Page

Logo

URL Source

Example of Store Page

Collateral Collateral Logo Item Description • Adult • Adult Alphabet Coffeetable Book • Alphabet Home Coffeetable Book Purchase Link • Utility Caricature Busts • Utility Caricature•Busts • Coffee Mug • Coffee Mug • Share • T-shirts • T-shirts • Menu Jumbotron Gallery • Coloring book • Coloring book • Candidates • Poster • Poster Products • Social Issues • Bumper stickers • Bumper stickers • Store • Stencils • Stencils • Hats • Hats • Buttons • Buttons • Balloons • Balloons

Example of Social Network Page

Gavin MacPherson | GOH | Website | Sitemap & Low Fidelity

Example of Candidate Page

Summary Comment Stances onLogo Issues Stances on Issues Home • Gay•rights • Gay rights • Citation Link • US Citizen Surveillance • US Citizen Surveillance • Share • Patriot Act • Patriot Act • Menu • Snowden “NSA” Whistleblowing • Snowden “NSA” Whistleblowing • Candidates • Women Rights • Women Rights • Social Issues • Vote on Wars: Libya, Iraq, • Vote on Wars: Libya, Iraq, • Store Afghanistan, Syria Afghanistan, Syria • Contact Info • For Profit Prisons: Excessive Incarceration • For Profit Prisons: Excessive Incarceration • Regulation ofMailing Wall Street • Regulation of Wall Street Address • TPP, NAFTA, and Offshoring Jobs • TPP, NAFTA, and Offshoring Jobs • Form Link • Campaign Finance • Campaign Finance • Reform-Citizens United, Super PACs • Reform-Citizens United, Super PACs Office Number • Climate Change • Form Link • Climate Change • Keystone – XL Pipeline • Keystone – XL Pipeline

URL Source

Logo

Example of Candidate Page

Logo Logo Candidate Candidate • Trump • Home • Trump • Home • Carson • Share • Carson • Share • Bush • Menu • Bush • Menu • Cruz • Cruz • Candidates • Candidates • Rubio • Rubio • Social Issues • Social• Issues • Huckabee Huckabee • Store • Store • Walker • Walker • Contact Info • Fiorina • Fiorina • Kasich • Kasich Mailing Address • Paul • Paul • Form Link • Christie • Christie

Item Description URL Source

• Purchase Link

URL Source

Jumbotron Gallery Products

Example of Social Network Page

Logo Embed Share EmailShare • Facebook• Home • Facebook • Twitter • Twitter • Linkedin • Share • Linkedin • Google+ • Menu • Google+ • Candidates • YouTube • YouTube • Social Issues • Pintrest • Pintrest • Store • Instagram • Instagram • Tumblr • Tumblr • Flickr • Flickr • Reddit • Reddit

Embed

Gavin MacPherson | GOH | Website | Low Fidelity

Gavin MacPherson | GOH | Section

Gavin MacPherson | GOH | Website | Low Fidelity

Gavin MacPherson | GOH | Website | High Fidelity

https://en.wikipedia.org/wiki/Modern_liberalism_in_the_United_States http://www.socialmediaexaminer.com/design-social-media-images-for-brand-recognition/ http://www.socialmediaexaminer.com/optimize-images-across-social-networks/ http://smallbiztrends.com/2015/05/create-brand-memes-social-media-marketing.html http://www.autreplanete.com/ap-social-media-image-maker/#google http://www.adweek.com/socialtimes/twitter-image-tips/495698 http://havecamerawilltravel.com/photographer/images-photos-facebook-sizes-dimensions-types http://sproutsocial.com/insights/social-media-image-sizes-guide/ http://www.omnicoreagency.com/essential-social-media-design-sizing-cheat-sheet/?utm_ content=bufferbb0b2&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer http://postcron.com/en/blog/social-media-image-dimensions-sizes/ https://simplesharingbuttons.com/

Gavin MacPherson | GOH | Bibliography