][Working Title][

TABLE OF CONTENTS

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GEARING UP | Meet The Team

PREVIOUS DIVE EXCURSION | Winter 2011

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OPEN WATER DIVE | Persona Development

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THE DIVE ENVIRONMENT | Competitor Analysis

PLANNING OUR DIVE | Brand Identity

SPLASH!! | The Boom

BUBBLES!!! | Bloopers

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GEARING UP introducing this quarter’s Scuba Dive Team

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PREVIOUS DIVE EXCURSION Here’s what you missed

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woRKing title sYnopsis

WHO:

DMGT720 | Verena P | co-Founders Edition 1

WHAT:

Working Title

WHEN

: W2011

WHERE: Publishing Industry | Digital & Print Media WHY:

To develop a Design Management network with an emphasis on knowledge sharing an understanding.

DESIGN MANAGEMENT NETWORK

| KNOWLEDGE

SOURCING NETWORK

Design management is an ever changing and ever adapting discipline Design management should employ collaboration and embrace the diversity Serve students, practitioners, existing design networks and aspiring peers

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Exhibit and enable Design Management in motion (through transparency) Make the ďŹ eld approachable and relevant in order to create market value DeďŹ ne DMGT theory, DMGT players, and DMGT practice in an open forum

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WORKING TITLE immeRsion

CONTEXT Political • Informational network Influential network • Regulations of the web/how will that change?

• Copyright issues with posting work

Research and analysis through the 5 c’s method provided us with a holistic view of the challenges about to be faced in dgital media.

Economic • How will this network evolve and diffuse with the current state of the economy?

• Impact of globalization - sharing of knowledge/transparency issues change in the industry Social/cultural • Where does this fit in different social and cultural platforms?

• How do you communicate its importance on a global level?

• Is the design appropriate for several cultures? Is it understandable?

Technological • What else do you use besides a blog?

• How do you organize all of these platforms?

• How do you organize all of the “options”?

• How will this be updated as designs and information platforms change?

CUSTOMER • Going to be outside our environment (SCAD) • This is something both teams looked at, but not in-depth • What is the difference between students, professionals, professors, clients, people outside of design, etx.

• How do you cater to each one in a cohesive way?

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COMPANY • Defined by our SWOT Analysis • Who/How? is this going to continue to be maintained/updated?

• What is the brand? What does it look like?

• Who will it affect?

COMPETITION • Look at existing organizations: AIGA, IDSA, Pratt, Harvard Business Review, etc.

COLLABORATORS • We have existing people within SCAD, professionals, professors, and alumni • How do you get the word out to potential collaborators outside of SCAD?

STRENGTHS

WEAKNESSES User profiles are minimal/not clearly defined

Writing/articulation of ideas is very strong Articulation of what the end product should be is very clear Existing information and graphics are strong

OPPORTUNITIES Continuation of engagement and outreach Continue outreach with schools and institutions More organization on design Finding important collaborators/stakeholders

Are the users actual or only theoretical What was “the new research agenda” supposed to be?

The title or name of network needs to be defined Seems to be more incentive for students than professionals

THREATS Identity may “get lost” in all of these definitions and working definitions of DMGT Not needing to “define” it, but just describe it What is going to keep this going? what is the incentive?

Defining not “what it is” but “why it is” – VALUE

Utilization of the SWOT technique provided an understanding of existing strengths and weaknesses; thus identifying opportunities to be tackled in digital media.

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MATTER MAGAZINE

WHO: DMGT720 | Bob Fee | co-founders edition 1 WHAT:

Matter Magazine

WHEN:

W2011

WHERE:

publishing industry | print media

WHY:

to develop a design management publication to share inspiration and design opportunities

DESIGN MANAGEMENT NETWORK

| KNOWLEDGE SOURCING

NETWORK

Design management is an ever changing and ever adapting discipline Design management should employ collaboration and embrace the diversity Serve students, practitioners, existing design networks and aspiring peers

Exhibit and enable Design Management in motion (through transparency) Make the ďŹ eld approachable and relevant in order to create market value DeďŹ ne DMGT theory, DMGT players, and DMGT practice in an open forum 22

“think. feel. design.”

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MATTER immeRsion

Research and analysis through the 5 c’s method provided us with a holistic view of the challenges about to be faced in print media.

CONTEXT • Is $130.30 per year per person economically realistic?

• What are current trends in print publishing?

• Politics ad space for organizations building for a cause • Tecnology online and apps for phones, IT employee • Printing in-house vs. outsourcing • Community outreach • Is the magazine sutainable?

• FSC and SFI certification • What is considered post-consumer waste?

• “designer” is not specific enough not realistic to assume that all SCAD designers will buy the magazine CUSTOMER • Design community define through demographic research • How to appeal to architects, service design, furniture, industrial, etc • “lifestyle” must be innovative, socially conscious, and sustainable COMPANY • $7.17 to print one magazine??

• Who will be the printer?

• Where are the listed print costs coming from?

• Research costs for in-house printing • Explore the positives and negatives for in-house printing • Why change 5x print costs?

• What would the cost be for an unconventional size magazine?

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COMPETITION • DMI - ($610 online or print only), • Future Competitors publications in Europe, other locations?

• How have the other publications grown?

• How did other school publications gain audience trust and become successful?

• What are these numbers?

COLLABORATORS • Why no shareholders/investors?

• Since it is going to be user generated content, what designers can we ask to participate/submit an article?

• Generating more readers

STRENGTHS

WEAKNESSES

Niche market for higly specialized content Snippet with bar code systenm/ business plan will bridge digital community with print publication Different topics in the content On-demand printing & digital delivery Knowledge-sharing as opposed to knowledge distribution Matter’s use of design thinking in its business model will promote design management a valid area of expertise “Inspiration to action”: user generated content into actionable projects that benefit local communities Reciprocal feedback makes magazine unique Pay & Contribute

Branding is weak + have to rename the magazine who are we?

Inconsistency in layout Lack of ads Target audience vague – ”design” too broad Inconsistent info, website & blog should be represented in the magazine.

Provide links on magazine articles to continue dynamic – conver sation online Lack of reference to the different content sections in the current print magazine.

Free archives

OPPORTUNITIES

Use different layout, make more dynamic Stronger branding – use guerilla tactics to spread the word Holiday seasons increase magazine subscriptions Make ads design related Use snippet idea during start-up process? how?

Develop different topics in content specials for each edition contest feature design/er In-house printing allows use of different materials

THREATS Not being certified/ unsustainable FSC & JFI certification Magazine format is common, too generic will not stand out Magazine costs $32.58/quarter will subscribers pay this much?

We don’t know who will take over the management team All staff is volunteer based Management team consists of students with little to no publishing and entreprenial experience Numbers for potential buyers not realsitic, not all designers will buy/subscribe Quarterly launch party could drain funds

Utilization of the SWOT technique provided an understanding of existing strengths and weaknesses; thus identifying opportunities to be tackled in print media.

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THE NEW DIVE ENVIRONMENT Understanding the Competitive Landscape

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Field tRip What better than a ďŹ eld trip to Barnes & Noble immerse ourselves in the industry?

A Field trip to Barnes and Noble [and lunch of course] was a must to get started. Surrounding ourselves with print media; books, magazines, story-telling products, games, journals, anything and everything print, started the physical immersion into the print industry. An array of publications and creativity within exist - we were immediately inspired. Although we started with a broad overview, our focus moved towards design related content or those marketed to the design ďŹ eld. Anything with a sustainable reference, special texture, or having a unique element or quality made us silently squeal.

No kidding.

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This design publication entitled “INDESIGN” had another smaller start-up publication entitled “Boiling Point” inside of the cover in order to advertise itself.

These are examples some of the specialties we discovered that is occuring among print media today.

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competitoR mindmaps Of the hundreds and thousands of publications “out there”, we somehow agreed on about two dozen brands to actually analyze. So we did, looking at both a brand’s print publication and its digital network or website. Our objective was to determine who really would be our competitors. We asked ourselves the following questions [and anything else that came to mind] as we reviewed each:

WHAT DEFINES THE BRAND? WHAT DIFFERENTIATES THE BRAND? HOW DO THEY MARKET THEMSELVES? WHO IS THEIR TARGET AUDIENCE? WHAT IS THE CONTENT? DO THEY ADVERTISE?

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The process of Mind Mapping was utilized in this exercise, allowing us to visualize our thoughts and findings for interactive group discussions. Based upon our collection of research, we found that VISUAL, AUDIENCE, and CONTENT would be the three driving characteristics of what would be our network aspirations. We proceeded to map all those brands analyzed into a 2x2 for each driving characteristic. It was obvious where Working Title needed and wanted to be; at the top of course.

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competitive swot and

2 x 2s

These diagrams describe the strengths and weaknesses of the industry. The 2 x 2 diagrams plot where each network lands among each category and we placed our network within them where we would like it to belong.

Strengths Stimulating Topics Collections & Reports Brand Recognition Innovation Hub Executive Connections Content Variation

Weaknesses Student Focus Dull Demographics School Owned

Exclusive

Design Related Advertising Broad Audience Collaboration Professional Research & Case Studies Expert Connections E-learning Tools Student Community & Alumni Portfolio Presentation

Opportunities Opinion Pieces

Design Related Advertising

Strategic Resource Advantage

Exclusive Membership

Academic Community Mass Multi-Media Subscription Services

Community Collaboration

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Special Titles

Established

Online Vids

Design Management Defined Too Much News

Threats Brand Philosophy

Consistency In Branding

Client Leadership Articles

Community Trust

Open Authors Guide

Graphically Inclined

Employment Finder

Collector Items

Growing Companies

Entrepreneurial Guidance

Ms. International Blogs

Advice For All

Customized Collections Future Content Availability Noted Knowledge Partners Creative Consumers Industry Reviews

visual design

VISUAL

This 2 by 2 describes where each network is placed in relation to the characteristics of its visual design.

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taRget audience

This 2 by 2 describes where each network is placed in relation to the focus of its target audience.

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netwoRK content

This 2 by 2 describes where each network is placed in relation to the characteristics of its content.

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“tHe FouR” Now that we were “at the top”, we noticed a few other brands consistently having presence there as well. These are what Working Title considers to be the top competitors or having something about them that we wanted to achieve. Yep, we did the analyzing thing all over again! But this time, we went deep. The following pages outline our findings [including content and visual] for each of these brands.

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WIRED Reviews offer indepth reviews of products in technology categorized in areas such as automotive, desktops, and digital cameras.

Simplistic close-up detail of product along with rating number catches your immediate attention.

Shadow over with cursor allows quick reveal of manufacturer and price.

Simple Homepage | grid of visual images with short catch title allow quick review of desired topic. Click to open further write up of current topic. All articles are dated and timed.

Click on image to get further detail of product, as well as comparison of availability and price at various retailers.

Numerous categories may be overwhelming with too many drop down menus. Not enough white space | creating structured clutter.

BLOGS of various subject matter labeled with fun and youth: Geekdad, Gadget Lab and Danger Room.

“the first word on how ideas are changing the world” Sign up for the WIRED NEWSLETTER, which delivers links to the most popular articles, blogs, and multimedia features via e-mail to your inbox every month. News, blogs, and reviews chronicling technology and its impact on business, culture, science, and politics.

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Mission/Vision

WIRED is the first word on how ideas are changing the world.

Each month in the magazine and every day online, our WIRED is the first word on how editors deliver a glimpse into ideas are changing the world. the future of business, culture, Each month in the magazine innovation, and science. and everyday online, our editors deliver a glimpse into the future of business, culture, and science.

Marketing Methods

Marketing Methods

Benefits

Benefits

Differentiation

Differentiation

Size and Price

Size and Price

11.6 million unique users/month They market themselves It is a very open network so Wired taps into the areas of culture and science and not just 44.5 million page views/month through other companies and being a “subscriber” you are 66% male, 34% female only subscribing to a magazine. design, innovation, and businow through celebrities such as 55% graduated college Jimmy Fallon.

Where they make most of their ness.

11.6 million unique users/month WIRED markets itself through It is a very open network. When WIRED taps into the areas of Median Age: 39 money is via company’s adver44.5 million page views/month other companies and now you “subscribe” to WIRED you culture and science and not just Median HHI: $79,600 They market themsevles via tising.

They have a whole page AdWeek named WIRED to its 66% male, 34% female through celebrities such as are only subscribing to their design, innovation, and business. advertisements and other dedicated to their own personal 2011 Hot List and made WIRED 55% graduated college Jimmy Fallon. magazine. Where they make its first-ever “Magazine of theMedian Age: 39 networks. They also advertise most of marketing package a their money is via and comAdWeek named toItits their magazine heavily on their panies advertising. potential company’s advertising Decade”WIRED in 2010. was named Median HHI: $79,600 WIRED markets itself via adverThey have 2011 Hot List and made WIRED to Advertising Age’s A-List in website.

Their magazine prob- a whole campaign. tisements and other networks. page dedicated to their its first-ever “Magazine of the 2010, received three National ably advertise still generates lot of They also theira magaown personal marketing packDecade” in 2010. It was named to incomeon fortheir the network.

Magazine Awards for general zine heavily website. age and a potential company’s Advertising Age’s A-List in 2010, excellence in 2005, 2007, and marketing campaign.

Their magazine generates a lot received three National Magazine 2009, and was nominated for a of income through the online Awards for general excellence network.

National Magazine Award for in 2005, 2007, and 2009, and Magazine the Year in 2011. was nominated for of a National namedof 2009’s MagazineWired.com Award forwas Magazine Best Magazine Website the Year in 2011.

Wired.com was by AdWeek, News, Business named 2009’s BestBest Magazine & Finance Website in 2009 by Website by AdWeek, Best News, MPA Digital, Business & Finance Website in 2009 by MPA Digital.

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Great breakdown feature [wallpaper’s picks] for those desiring quick viewpoint direction leading to unique finds/interests. Clean, interactive, and attractive way to feature highlights.

Various category interests are consistently offered for direct movement to individual interests.

Opening page reveals large photos with simple caption.

Clicking on the image takes you to additional information.

Clean and minimalist design.

Breaking the grid creates more hierarchy by changing the size of thumbnail images.

Still not enough white space.

Wallpaper* offers a beautiful and clean Gallery | Slideshow concept in which large crisp photos are featured to grab attention; allowing a quick click to preview others in the series in a slideshow format.

Great method to maximize content on home page without creating clutter.

Further inspiration can be found by clicking on the link to reveal a full article. Minimal in design format and providing precise to the point information – no overload.

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Mission/ Vision

Mission/Vision

Marketing Methods

Marketing Methods

Fast Company is the world's leading progressive business media brand, with a unique editorial focus on innovation in WALLPAPER’S Mission and WALLPAPER markets itself technology, ethonomics (ethical Vision is unkown, however, they and via advertisements and other economics), leadership, do cater to a wide audience with design. Written for, by, and networks. They also advertise all of the categories theyprogressive feature their magazine heavily on their about the most in their publication and online website. Their magazine generbusiness leaders, Fast Comnetwork. ates a lot of income through the pany and FastCompany.com online network. inspire readers and users to think beyond traditional boundaries, lead conversations and create the future of business.

Benefits

Benefits

Differentiation

Differentiation

Size and Price

Size and Price

Aside from producing the It claims on average over It is a very open network so monthly magazine and website, 504,000 unique users per being a “subscriber” you are Wallpaper also publishes global month. only subscribing to a magazine.

Where they make most of their city guide books with Phaidon It is a very open network so Aside from producing the It claims on average over money is via company’s adverPress. There are 80 different being a “subscriber” you area whole page monthly magazine and website, 504,000 unique users per tising. They have cities currently available, and WALLPAPER also publishes only subscribing to a magazine. more are being publishedmonth later dedicated to their own personal Where theymarketing make most of their global city guide books with F package and a in the year. The city guides ULL are COLOR MONTHLY MAGAZINE money is via company’s adverPhaidon Press. There are 80 difP UBLISHED SINCE 1995 published in English and there potential company’s advertising tising. They have a whole page ferent cities currently available, campaign. are also editions availableAinRCHITECTURE | D ESIGN | A RT | dedicated to their own personal and more are being published French, Italian, Spanish, TRAVEL | LIFESTYLE MAGAZINE marketing package and a polater in the year. The city guides German, Portuguese, and Japatential company’s advertising are published in English and nese.

DAILY TECHNOLOGY NEWS WEBSITE campaign. there are also editions available LAUNCHED IN 2004 in French, Italian, Spanish, German, Portuguese, and Japanese.

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Fast Company is written for the innovative pioneers who are transcending the boundaries of normal business conventions and shaping the business world.

Fast Company showcases the individuals and companies who impact the world through creative ingenuity. With a unique focus on innovation, design and sustainability, Fast Company continues to advise and inform its readers in a way unlike any magazine. Fast Company is printed on 100% recycled paper, and is dedicated to the preservation of the environment and makes sustainability part of its core mission.

Visually inviting thumbnails with headline topic and short intro to story | numerous articles updated daily. Clicking on topic reveals in-depth coverage of story.

Fast Company magazine platform has a slightly different identity from the main website. It categorizes articles by FEATURES, NOW, and NEXT for quick scan of interest.

Side bar offers multiple options for Newsletters to ďŹ t individual preferences.

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Mission/Vision Marketing Methods Fast Company is the world's Fast Company set out to

Benefits

Benefits

Differentiation

Differentiation

Size and Price

Size and Price

Launched in November 1995 by Average Monthly Page Views: 13.4 million (up It is a very open network so chronicle how changing compabeing a “subscriber” you are Alan Webber and Bill Taylor, two 27% YOY)* leading progressive business Average Monthly Unique Visitors: 4.6 million nies create and compete, to only subscribing to a magazine. former Harvard Business media brand, with a unique (up 56% YOY)* highlight new business pracWhere they make most of their Review editors, Fast Company editorial focus on innovation in FAST COMPANY is the world’s FAST COMPANY to It is a very open network Launched in November 1995 Average Monthly Page Views: 13.4 magazine was founded on a Average Time Spent Per Visit: 6.75 minutes* technology, ethonomics (ethical tices, set and out to showcase the money is via so company’s adverbypage Alan Webber andpremise: Bill Taylor, leading progressive business chronicle how changing com- who being you are single A globalmillion revolu- (up 27% Executive economics), leadership, and teams and individuals are a “subscriber” tising. They have a whole YOY)* Editor: Noah Robischon panies create and compete, only subscribing to a magazine. two former Harvard Business media brand,design. with a Written uniquefor, by, and inventing the future and reindedicated to their own personal tion was changing business, Average Monthly Unique Visitors: editorial focus on innovation in to highlight new business Where they make mostpackage of their and aReview editors, Fast Company venting business. marketing and business was changing the about the most progressive 4.6 million (up 56% YOY)* technology, ethonomics (ethical practices, and to showcase the money is via company’s adver- advertising magazine wasworld. founded on a the old rules business leaders, Fast Compotential company’s Discarding Average Time Spent Per Visit: 6.75 economics), pany leadership, and teams and individuals whoKit are tising. They have a whole page single premise: global revoluand FastCompany.com Look at Media campaign. ofAbusiness. minutes* tion was changing business, design. Written for,readers by, andand users inventing thehttp://mediakit.fastcompany.co future and reindedicated to their own personal inspire to Executive Editor: Noah Robischon venting business. marketing package and a poand business was changing the about the most progressive think beyond traditional boundm/brandmap.php Co.Design is a vibrant, eye74% off for subscription to print business leaders, Company tential company’s advertising world. Discarding the old popping tour rules of the intersection aries, Fast lead conversations and magazine, it’s a one year offer of business. of business and creativity, and FastCompany.com inspire Media Kit: campaign. create the future of business. from Subscribe now, mail the next day readers and users to think http://mediakit.fastcompany. architecture to electronics, com/brandmap.php Co.Design is aconsumer vibrant, eyebeyond traditional boundaries, Publish 10 issues a year, $4.99 products to fashion. lead conversations and create popping tour of the intersection each Controversies are front and of business and creativity, from the future of business. center here, alongside great architecture to electronics, designers speaking their minds consumer products to fashion. in blog posts and comments -Controversies are front and and plenty of eye candy. center here, alongside great designers speaking their minds in blog posts and comments -and plenty of eye candy.

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Clean and minimalist design.

Break up the grid is better - creates more hierarchy not by creating different sections.

“strategic design is an everyday practice�

Category topics include Strategic Design, Inspiration, Competitions, Events, and Jobs.

Sub categories include Social Innovation, Tool Reviews, and Creative Economies.

Contributors include students and professors | they accept outside abstracts. Guest bloggers are invited to submit for approval.

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Mission/Vision Marketing Methods Fast Company is the world's Fast Company set out to

Benefits

Benefits

Differentiation

Differentiation

Size and Price

Size and Price

Launched in November 1995 by Average Monthly Page Views: 13.4 million (up It is a very open network so chronicle how changing compabeing a “subscriber” you are Alan Webber and Bill Taylor, two 27% YOY)* leading progressive business Average Monthly Unique Visitors: 4.6 million nies create and compete, to only subscribing to a magazine. former Harvard Business media brand, with a unique (up 56% YOY)* highlight new business pracWhere they make most of their Review editors, Fast Company editorial focus on innovation in The mission of CATALYST CATALYST markets is more of a closed network.

CATALYST encourages converEntitled

by Design: magazine was founded on a “BenignAverage TimeNYC,” Spent Per Visit: 6.75 minutes* technology, ethonomics (ethical tices, itself and tovia showcaseItthe money is via company’s advertherevolulaunch issueExecutive receivedEditor: over Noah Robischon sation among leaders design,A global Strategic Design Review is leadership, to the University of Pratt. am are not sure youtising. become single in premise: economics), and teams andThey individuals Iwho Theya have a whole page “friend of strategic design” business and social innovation 1700 visits from 61 countries durstimulate thinking and encourcontact professionals as well inventing the future and reindedicated to their own personal tion was changing business, design. Written for, by, and ing its the first four months and the age conversation about as professors to constribute to who the rolewas changing venting business. marketing package and a are interested andinbusiness about the the mostrole progressive of strategic design in creating CATALYST blog of strategic design in defi ning Fast the magazine. They also market We welcome and invite guest business leaders, Compotential company’s advertising world.

Discarding thecorresponding old rules and developingpany an economically, their magazineLook by featuring bloggers. If you are a friend of economic value, of advancing had nearly 4000 hits during the and FastCompany.com at Media it Kit campaign. business. eqsame time. Authors included a uity and assuring environmental socially and environmentally amongst the design website. strategic design and are interinspire readers and users to http://mediakit.fastcompany.co ested in participating by writing stewardship. CATALYST articles New sustainable future. also completely digitize think beyond traditionalThey boundm/brandmap.php Co.Design is a vibrant, eye-York Times Magazine contriband posts emphasizes the value utor and a respected Pentagram their magazine. a blog post or contributing an popping tour of the intersection aries, lead conversations and of applying the creative design designer. idea, please submit your idea to create the future of business. of business and creativity, from CATALYST received media attention from Design “We wish to express a special catalystsdr@gmail dot com to process to the solution of comarchitecture to electronics, be considered. plex challenges which are products often thank you to Mygazines. consumer toObserver, fashion. Core 77, Dexigner and considered outside the realm are of front others. com who kindly donated our Controversies and CATALYST was launched traditional design disciplines. subscription to their innovative, To be added to the Catalyst disin 2009. center here, alongside great tribution list email catalystsdr@ digital newsstand.” designers speaking their minds gmail dot com with “Subscripin blog posts and comments -tion Request” in the subject line. and plenty of eye candy.

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do’s and don’ts Based upon the latest discoveries and insights about these BIG brands, a list of DOs and DON’Ts was created. Things we knew right off the bat that we did or did not want Working Title to be.

• Connect to individual “FB” or twitter profiles | people • Overkill/ Too many categories • WEAK PHOTOGRAPHS OR VIDEOS • Organized Chaos • Too Many Images • Boring Taglines • Content Restrictions • Expensive • Allow Profiles • Allow Random, Open Blog Comments • • • • • • • • • • • • • • • • • • • • • 46

Eye Candy | Teasers Visual Organization | Cleanliness Customization | Community Fast | Easy | Simple | Intuitive | “Don’t make me think!”

Trust | Brand & Brand Consistency A complete brand signature [Logotype | Logomark Tagline] Sustainability “Walk the Talk” Magazine | Compilation of a Certain Time Period Concise Taglines | Time Stamp Included Consistency in Branding across Blogs An “About” Section Education Pages [Reviews | Info] | Useful and Concise Captivating Images Images should “speak” [Gallery style] Events Page Job Page Customized “News Feed” Connections to --> [ie Fast Co.] Showcase Student Work [Thesis Work] CURATION! Moderators Accessible | Approachable

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LEE FORD|3M

CHUCK CHEWNING DONGHIA BOB FEE

PLACEMENT AGENCIES

ALUMNI AT COMPANIES LAUREN & BECCA REEBOK

TOM HARDY

WHO CHRIS MILLER

WHO MIGHT BE INTERESTED IN OUR NETWORK?

LARGE SCALE RETAILERS TARGET

FRIENDS & FAMILY

SAVANNAH ECONO DEV AGENCY

P DM

PROFESSORS

GOVERNMENT

THE COMMUNITY

STUDENTS WHAT ARE VARIOUS BACKGROUNDS?

SA

DESIGNERS WHO DO OUTREACH

SC

MICHELLE WILDENHAUS

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LOCAL ACTIVISTS

COMPANIES IN SPONSORED PROJECTS

CREATIVE COAST

CH

HIGH SCHOOLS AND MIDDLE SCHOOLS

VICTOR EMO

JAKE HODES

ALUMNI

PARENTS

OPEN WATER DIVE

O CAN WE TALK TO?

Understanding user needs PERSONAS

PEOPLE IN MGT AT SCAD

COMMUNICATIONS DEPARTMENTS

PEOPLE IN THE DESIGN FIELD

INDUSTRIAL DESIGN

ARA JO

COTT B

HARISSE

FASHION GRAPHIC DESIGN FURNITURE DESIGN INTERIOR DESIGN

SH

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useR suRveY It was determined that questionaires would be developed catering speciďŹ cally to INDIVIDUALS, COMPANIES, and FACILITATORS in efforts to understand NETWORK QUESTIONNAIRE | COMPANIES behaviors and goals.

NETWORK QUESTIONNAIRE | COMPANIES What is the name of your Company?

How is the company classified?

Sole Proprietor Partnership Coporation

What year was the company founded?

What service and/or product does the company offer and/or provide?

How would you describe the company culture?

What extracurricular activities/interests does the company support or is involved?

50 https://docs.google.com/spreadsheet/viewform?hl=en_US&formkey=dGpJRF9PV1g3ejdBMTRNZENqQmhNRVE6MQ#gid=0[10/5/2011 7:34:36 AM]

NETWORK QUESTIONNAIRE | INDIVIDUALS

https://docs.google.com/spreadsheet/viewform?hl=en_US&for...

NETWORK QUESTIONNAIRE | INDIVIDUALS Please help us with our project!

In order to have our Design Management network come to successful fruition, we need help in gathering user research. Please take some time to fill out this survey. Thorough responses will better assist us in the development of both design and marketing strategies for the successful launch of our network. Please contribute and pass it on!

Thank you!

What is your age?

18 - 24 25 - 34 35 - 44 45 - 54 55 +

What is your gender?

Male Female

What is your ethnicity?

African American Asian Caucasian Hispanic Other:

What is your highest level of education?

High School Associate Degree (2 year program) Bachelor Degree Graduate Degree Doctorate Degree Other:

Which of the following applies to you?

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tHe wall By analyzing the data, we created user personas as outlined in the following pages.

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FacilitatoRs

Dee Fusion Female Age: 55 •Travels extensively •Higher level of education •Shares knowledge outside area of study •Attends conferences regularly

Wynn Champion Male Age: 65 Location: Georgia •Does not travel •Shares knowledge within community •Attends local meetings/conferences

aBout

dRiveRs

•Has a broad / diverse background •Constantly educating themselves

•Convenient •Accessible •Informative •Reliable •Efficiency •Multi-Discipline/ broad thinking

goals

•Pass along knowledge / inspiration •Continually educate themselves – different perspectives (driver/motivation)

cRiteRia

•Explicit respectful interaction •Needs intellectual discourse – Quarterly case studies,“Sunday new” information sharing – Discussion boards (Whiteboards – quick and dirty marker only & longterm include post its, make changes throughout •Authored post •Connecting to other sources and institutions – shown through student work (coins) – invite other institutions to be a part of discourse – share their resources •Company profiles – author profiles •Exclusive/curated •No inactive users! – No garbage dump •Must apply to start conversation/article – monitored, contracted

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new geneRation

Jen Newman Female Age: 29 Education Level: Graduate Degree

aBout

dRiveRs

•Wide range of interests – particularly in design and entrepreneurial endeavors •Likes quick convenient news – both online social networking sites and print publications that are easily transportable •Reads an average of 8hrs/wk •Frustrated by the cost of things

•Easily accessible •Good design & orgination •Relevant information •Minimal and nonbias •Networking capabilities •Global topics •Sustainability

goals

•Connect with the world around them •Passing along valuable and relevant information •Engage in conversation w/others •Promote/Market self

cRiteRia

•Current & honest info •Well designed/branded •Intellectual discourse •Cost effective •Sustainable •Discussion / whiteboards •Convenient & easily accessible •Diverse content •Searchable •Establish connections •Portfolio / showcase work

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pRactitioneRs

Harvey Wallabee Male Age: 23 •Establish self within field •Accumulate experience •Networking – understand your field, know who the players/big dogs are, get name in their radar •Global awareness

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Ester Thyme Female Age: 39 •Involved in activities with community to better their children’s educational experience and opportunities •Busy schedule •Continue education – stay abreast of licensing – competition with younge practitioner more updated in tech/tools •All over the place – want info condensed in one place •Maintain network and relationships – support each other

aBout

dRiveRs

• This group barely has any free time.

• Can not spend time surfing the web • Need relevant information condensed on one platform • Want to feel purpose within field and community as designers • “What’s the latest?”

• Seeking inspiration | Sharing knowledge to inspire • Knowledge/Progress within their field – updated • Different interpretations / viewpoints on same topics – richness of knowledge diverse mixture of members • “Daily quote” via email to absorb each day – could lead to articles on network • Can publish on out network – establish / promote self | get your voice out there

goals

cRiteRia

• Work/provide for families (or self) • Pay bills and loans • Establish self within • Promotion – Move up • More freedom and flexibility – Established and build trust with peers • Actively participate within field • Continue to contribute to company/ job/ field

• Intellectual & up to date content • Access to new generation’s thoughts – inspiring • Inspire visually – layout + photography • Dynamic – constantly updating : stay ahead of the news we;re talking about what’s about yo be “Always on the edge” • Announce / offer opportunities to get people involved in sustainable/social change -->underlying topic throughout

exploReRs

Bebee Randal Female • Age 40 •Very intelligent and successful individual •Has time to read, but only time for relevant information to their business •High level of education •Use networks to promote themselves and to educate themselves about other people/ businesses •Constantly staying up-to-date with current events

Name: Seth Modo Sex: Male •Well educated and holds a steady job with consistent hours •Constantly want to educate themselves because it feeds their curiosity •Quite a bit of time outside of their job so they use that time to read for please and to stay upto-date on current events •Value a lot of things, especially community outreach, so they volunteer their time

aBout

dRiveRs

• Education level – Bachelor’s degree • Quite a bit of free time on their hands as most of them have more than 10 hrs a week to read.

• Unlike the facilitators, this group spends most of their reading with books, magazines, and newspapers.

• They also check social media for updated news

• • • • • • •

goals

cRiteRia

• Continuing to educate themselces • Cares a lot about community outreach and educating children, they are most likely involved in volunteer programs • Educating themselves on technology, innovation, and business • Like the tactile and intimacy of print media • Want to network their business themselves • Keep up-to-date on current events

• Also needs an intellectual discourse • Must have a commitment to sustainable principles – care about this, promote it via student work – show how student projects make a difference • Must be consistently updated – every few days, daily if possible – curator updates – members cab directly email curator/ editor with current events, almost like tweeting • Must give relevant and unique info about who we are – an “about page” for just them – look at a university website (auburn for example) • Be inviting, not intimidating – well designed and well written website – feature strong imagery and articles

Well designed Likes constantly updated and relevant information A means of escape from their jobs or live Innovative Relevant/reliable Interesting (also with print!)

Multi-discipline / broad thinking

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PLANNING OUR DIVE Our Brand Identity After researching other networks, and ďŹ nding out where our network belongs within the competitive landscape, it is time to reveal our process in showing who we are.

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gement Network and Publication Project - Brandmarks Overview Wordmarks

literal through symbolic, from word-driven to driven, the world of brandmarks expands day. Designed with an almost infinite variety pes and personalities, brandmarks can be ned to a number of general categories .

BRand

Fall 2011 - Jacqueline Hershman

A wordmark is a freestanding word or words. It may

The designer’s process is to examine a range of be a company name or acronym. The best wordsolutions on both aspirational and funcmarksbased imbue legible word(s) with distinctive font tionalcharacteristics, criteria. The and designer will determine a design may integrate abstract elements approach that best serves the needs of the client or pictoral elements. and create a rationale for each distinct approach. stRategY oveRview

In order to create our brand strategy, we had to understand brand strategy.

We created diagramsLetterform about brandmarks strategy in order to

Naming a brand accurately is extremely important, es-

fully understand how to build a brand. These diagrams

pecially when pertaining to differentiation. Names have

each attribute that brands must cover. These attributes

because they need to span across cultures. Therefore

range from coherence to committment, from vision to

it is imperative that a name is chosen that is appropri-

value. Every brand must have these attributes in order

ate in several languages.

to survive in the market. The next diagrams cover

The final diagram goes through examples of logomarks,

brand touchpoints and the importance of giving your

logotypes, pictorial marks, abstract marks, emblems,

all the way through til the end of a tangible experience.

considered when building our brand logo.

The single letter is frequently used by designers as a start with describing what is brand is aidentity distinctive graphicand focal what point for brandmark. The to be creative and unique, but they also have to be able letter is always a unique and proprietary design that and then combining those terms together to define to be trademarked, whatever name is chosen, cannot is infused with significant personality and meaning.

The The letterform as was a mnemonic device. what “brand identity is. nextacts step to describe already exist in the same market. Names are also tricky

Pictorial marks

A pictorial mark uses a literal and recognizable brand the proper name.

Brand recognition startstowhen and characters. The items that are highlighted in yelimage.

The image itself may allude the name of the company or its may be symbolic of low indicate the brand mark type that we should have a potential user sees the shape of themission, logo. orItitcontinues a brand attribute.

720 Design Management Network and Publication Project - Brandmarks Ove

If a brand is successful, the recognition by the user will continue on into intangible experiences.

Source: Designing Brand Identity, 2nd Edition

From literal through symbolic, from word-driven to image driven, the world of brandmarks expands each day. Designed with an almost infinite variety An abstract mark uses visual form to convey a big of shapes and personalities, brandmarks can be idea or a brand attribute. These marks, by their to a number of general categories. nature, can provide strategic ambiguity, andassigned work

Abstract marks

effectively for large companies and numerous unrelated divisions. Abstract marks are especially effective for service based and technology companies; however, they are extremely difficult to design well.

Wordmarks A wordmark is a freestanding word or words. It may be a company name or acronym. The best wordEmblems marks imbue legible word(s) with distinctive font characteristics, andare may integrate abstract Emblems trademarks featuringelements a pictorial eleor pictoralment elements. inextricably connected to the name of the or-

60

ganization. The elements are never isolated. As mobile devices continue to shrink and multi-branding ads with one-sixth inch logos increase, the emblem presents the biggest legibility challenged when miniaturized.

Letterform marks

The designer’s process is to examine a ran solutions based on both aspirational and fu tional criteria. The designer will determine a approach that best serves the needs of the and create a rationale for each distinct app

Virtual

The best brand identity systems are:

Brand is not what you say it is.

It is what THEY say it is.

Differentiation is imperative.

Bottom line: good brands build companies. Ineffect brands undermine success.

There is substantial evidence that companies whose employees understand and embrace the brand are more successful.

The brand, especially the logo and the color palette must have the ability to have a successful appearence on multiple platforms. It must be able to stand alone on the web, on a mobile device, architectural signage, as well as in black and white.

An effective brand identity positions a company for change and growth in the future. It supports an evolving marketing strategy.

This the most important part of this project is how will this network be carried on? Who wil be committed to it? Our job will be to create an outline of objectives and orders of operation that will assist in the transition of management with the network and print media from new administrator to new administrator.

Organizations need to actively manage their assests, including the brand name, the trademarks, the integrated sales and marketing systems, and the standards.

committed

A value proposition of our goals for this creation of this brand is going to be imperative. The value must be translated to the users, studens and professionals alike, effectively. If that is accomplished successfullly, the communication of the trust of the network will be spread and more users will be involved in the network.

Building awareness, increasing recognition, communicating uniqueness and quality, and expressing a competative difference create measurable results.

valuable

We must keep in mind that this brand must exist across time frames.

It must maintain the ability to remain unchanged over time or have the ability to be adjusted without losing the original vision of the brand.

This is one of the most important aspects of building this brand. We are not only having to make sure the multiple platforms of the new brand are coherent (i.e. the network and the print publication) but we are also having to understand that this brand may exist within SCAD. We must create a brand that has the ability to communicate what it represents within seconds of it being viewed by any potential student, professional, professor, or curious internet browser.

flexible

Sustainability is the ability to have longevity in an environment in constant flux, characterized by future permutations that no one can predict.

Whenever a user experiences a brand, it must feel familiar and have the disired effect. Consistency does not need to be rigid or limiting in order to feel like one company.

sustainable

This new brand has to position itself within a market of other design, business, and management networks and publications. Our objective with this is to make sure this new brand is authentic with the meaning of design management.

Authenticity is not possible without an organization having clarity about its market, positioning, value proposition, and competative difference.

authentic

Brands always compete with each other within their business category, and at some level, compete with all brands that want our attention, our loyalty, and our money.

coherent

Our objective is to make this brand meaningful for all professional and student users. If the facilitators maintaining the network understand the meaning and vision behind the brand, they will have sense of pride in experiencing it.

We have acquired the desired vision for this new brand from the previous classes. Our job now is to translate that vision into tangible meaning with a brand, a digital network platform, and differentiate print media.

differentiated

The best brands stand for something - a big idea, a strategic position, a defined set of values, a voice that stands apart.

meaningful

Create an Integrated System - “We lack visual consistency and we need new brand architecture.”

Content - The brain takes more time to process language, so content is third in the sequence

Value as a symbol

ma ued by rketing Val gh legal p throu rot d ec e v er mitment is ongoi ti om lue as an a n sse Va t

Although the Michelin Man has been redrawn several times over his 100+ year lifespan, he still remains the brand icon of Michelin

we know who we are

core messages

targeted messages

look and feel

logo

When Companies Merge - “We want to send a clear message to our stakeholders that this is a merger of equals.”

Revitalize a Brand Identity - “We have 80 divisions and inconsistent nomenclature.”

We are all over the place.”

Name Change - ”Our name no longer fits who we are and the business we are in.“

New Company, New Product - “We need to raise venture capital, even though we do not have our first customer.”

Color - Color is second in the sequence. Color can trigger emotion and evoke a brand association

H&R BLOCK

Content

Revitalize a Brand - “We want to appeal to a new and more affluent market.”

Color

Shape - The brain acknowledges and remembers shapes first. Visual images can be remembered and recognized directly

Shape

When Is It Needed?

Every companly has a compelling need to be distinctive. Businesses have an evolving need for brand identity.

The Sequence of Cognition

Fall 2011 - Jacqueline Hershman

The management of perception through the integration of meaning and distinctive visual form

A compelling vision by an effective, articulate, and passionate leader is the foundation and the inspiration for the best brands.

visionary

Brand the PROMISE, the big idea, and the expectations that reside in each customer’s mind about a company

While brands speak to the mind and heart, brand identity is tangible and appeals to the senses. Brand identity is the visual and verbal expression of a brand

Brand Identity

the condition of being oneself or itself, and not another

Identity

Personal

Local

National

Global

Pr es C

Source: Designing Brand Identity, 2nd Edition

720 Design Management Network and Publication Project - Brand Ideals Overview

on

g

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The right name is timeless, is tireless, is easy to say and remember, stands for something, and facilitates brand extensions. Its sound has rhythm. It looks great in the text of an email and in the logo.

A well-chosen name is an essential brand asset.

Finding the right name that is legally available is a gargantuan challenge. Naming requires a creative, disciplined, strategic approach.

Names

Cultural insight is critical to anyone to who is building a brand. Naming, logo, design, image development, color, key messages, and retail space require the creative team to pay attention to connotation and the complexity of subtle cultural differences.

Cross cultures

Brand Awareness

Hearing about the network

+ actions

+ expression

+

Color

Naming

Visual It lends itself well to the graphic presentation in a logo, in text, and in brand architecture.

Positive It has positive connotations in the markets served.

Protectable It can be owned and trademarked. A domain is available.

Modular It enables the company to build brand extensions with ease.

Future - Oriented It positions the company for growth, change, and success.

Distinctive It is unique, as well as to remember, pronounce, and spell.

Symbols

Contradictions

How does it look/feel?

Active networking

Meaningful It communicates something about the essence of the brand.

Qualities of an effective name

Market niche

Print Experience

Diversity

Sustainable

Look and feel

Network Experience

Acknowledge that we live in a branded world

Fall 2011 - Jacqueline Hershman

Brand Awareness Continues

Netflix Citibank

Magic Spell Combination

Nike GIECO

Kodak Metaphor Acronym

Slumberland Fabricated

Ben & Jerry’s Descriptive

Founder

Types of Names

Be sensitive to nuance.

Identify experts to trust. Subtle cultural differences and trends are often invisible to outsiders and understood by the native inhabitant.

Research everything. Test everything. Observe everything.

Test it again.

Submerge your team in the culture(s) of your customers with native experts. Explore perceptions, values, behaviors and trends.

Identify and eliminate stereotypes and assumptions.

Assume nothing. “Hispanic,” “Asian,” or “Chinese” is not “a” market.

Fundamental Prinicples

Interaction with the community

The positioning idea is important to consider when concerning the brand with present networks and print media. The user must be recognized and the value extremely distinct in order to differentiate our brand and our offering from other networks.

Use brand identity to create sensory magnets to attract and retain customers

Identify touchpoints-places in which customers interface with the product or service

Understand the customers. Build on their perceptions, preferences, dreams, values, and lifestyles

Go beyond declaring a competative advantage.

Demonstrate it!

Communicate a strong brand idea over and over again

Seize every opportunity to position your company in your customer’s minds

Connection to the print media/ network

experience

Positioning statements are short, pithy, powerful drivers in brand strategy. They are more than marketing slogans since they summarize a promise to the customers. They also represent the company’s vision of the future: the big dream, the ultimate goal, the long-term possibilities

Positioning Statements

vision

Arriving at the network/ receiving the print media

Building loyalty and lifelong relationships at each point of contact. Every customer contact provides an opportunity to enhance an emotional connection.

Customer Experience

Positioning evolves to create openings in a market that is continually changing, a market in which consumers are saturated with products and messages.

Positioning takes advantage of changes in demographics, technology, marketing cycles, customer trends, and gaps in the market to find new ways of appealing to public.

Positioning

Effective brand strategy provides a central unifying idea around which all behavior, actions, and communications are aligned. Brand strategy defines positioning, differentiation, the competative advantage, and a unique value proposition.

Brand Strategy

Branding Imperatives

720 Design Management Network and Publication Project - Brand Strategy Source: Designing Brand Identity, 2nd Edition

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A character trademark is created to embody brand attributes or values, and is usually tied to a product-based brand. Characters quickly become central to advertising campaigns and trade shows.

While the ideas that drive the personification may be timeless and universal, characters rarely age well and usually need to be redrawn and dragged into contemporary culture.

Characters

Emblems are trademarks featuring a pictorial element inextricably connected to the name of the organization. The elements are never isolated. As mobile devices continue to shrink and multi-branding ads with one-sixth inch logos increase, the emblem presents the biggest legibility challenged when miniaturized.

Emblems

An abstract mark uses visual form to convey a big idea or a brand attribute. These marks, by their nature, can provide strategic ambiguity, and work effectively for large companies and numerous unrelated divisions. Abstract marks are especially effective for service based and technology companies; however, they are extremely difficult to design well.

Abstract marks

A pictorial mark uses a literal and recognizable image. The image itself may allude to the name of the company or its mission, or it may be symbolic of a brand attribute.

Pictorial marks

The single letter is frequently used by designers as a distinctive graphic focal point for a brandmark. The letter is always a unique and proprietary design that is infused with significant personality and meaning.

The letterform acts as a mnemonic device.

Letterform marks

A wordmark is a freestanding word or words. It may be a company name or acronym. The best wordmarks imbue legible word(s) with distinctive font characteristics, and may integrate abstract elements or pictoral elements.

Wordmarks

From literal through symbolic, from word-driven to image driven, the world of brandmarks expands each day. Designed with an almost infinite variety of shapes and personalities, brandmarks can be assigned to a number of general categories.

The designer’s process is to examine a range of solutions based on both aspirational and functional criteria. The designer will determine a design approach that best serves the needs of the client and create a rationale for each distinct approach.

720 Design Management Network and Publication Project - Brandmarks Overview Source: Designing Brand Identity, 2nd Edition

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Fall 2011 - Jacqueline Hershman

BRand stRategY ReseaRcH In order to create our brand strategy, we had to understand brand strategy.

We looked at examples from a brand strategy design firm out of Atlanta called, “Iconologic.”

Iconologic has done just about everything from educational programs to the olymic games, as well as rebranding several countries.

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Case study on the potential FIFA World Cup identity system for 2018 or 2022.

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Case study for the graphics and signage for the 2004 Torino Winter Olympic Games. They had to make it move and make it Italian!

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Case study for a new brand book celebrating and commemorating the 100th anniversary of the College of Architecture, Design, & Construction at Auburn University in Auburn, Alabama.

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Case study for a new brand identity for the U.S Virgin Islands. This new brand follows a folklore story told of how the Virgin Islands came to be.

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Case study for a new brand identity for the Republic of Trinidad and Tobago. These countries formed a republic and needed a new identity that separated themselves from their old identity of just being an oil exporting country.

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tHe wall These photos display our studies of magazine layouts and looking at their brand identities.

We took out pages of various magazines and put them all together on a pin-up board, to look somewhat like a mood board. We picked out layouts that were clean, bold, and unique. We combined what we found to form what our network and eventual future publication will look like.

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logo ideation We decided to keep the previous name of “Working Title” After we made that decision, we started working with different logo ideas. Some work with logotypes, some are logos, and some are abstract marks. The idea was to encompass this broad definition of design management.

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tYpe exploRation Along with our logo exploration, we worked on the type design language within the logo and the network. This shows a ccombination of logotypes, and logomarks.

Working Title

WT

WT

Working Title

WT

WT

Working Title Working Title Design Working Title Working Title Working Title 76

WTD WT D

[WORKING TITLE] [WORKING TITLE]

[WORKING TITLE] [WORKING TITLE]

[WORKING TITLE] [WORKING TITLE] [WORKING TITLE] [WORKING TITLE] [WORKING TITLE] [WORKING TITLE]

[WORKING TITLE] [WORKING TITLE] [WORKING TITLE] [WORKING TITLE] [WORKING TITLE] [WORKING TITLE]

[WORKING TITLE] [WORKING TITLE] 77

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semantic diFFeRentials In order to ďŹ nd our color palette, we decided to give a semantic differential test of several colors to potential audience member selected at random. The most successful colors were Pantones Blue 3115C, Brown 161C, Green 376C, and Yellow 108C

INSPIRED SPECIAL SMARTER CONNECTED RESPECTED

HOW WE WANT READERS TO

FEEL

BRAND ATTRIBUTES

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HEARD VALUED INVOLVED

81

Inspired Special Smarter

Discouraged Ordinary Dull

Inspired Special Smarter

Discouraged Ordinary Dull

Connected

Detached

Connected

Detached

Respected

Insulted

Respected

Insulted

Heard Valued Involved

Inspired Special Smarter

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Ignored Disregarded Excluded

Discouraged Ordinary Dull

Heard Valued Involved

Inspired Special Smarter

Ignored Disregarded Excluded

Discouraged Ordinary Dull

Connected

Detached

Connected

Detached

Respected

Insulted

Respected

Insulted

Heard Valued

Ignored Disregarded

Heard Valued

Ignored Disregarded

Inspired Special Smarter

Discouraged Ordinary Dull

Inspired Special Smarter

Discouraged Ordinary Dull

Connected

Detached

Connected

Detached

Respected

Insulted

Respected

Insulted

Heard Valued Involved

Inspired Special Smarter

Ignored Disregarded Excluded

Discouraged Ordinary Dull

Heard Valued Involved

Inspired Special Smarter

Ignored Disregarded Excluded

Discouraged Ordinary Dull

Connected

Detached

Connected

Detached

Respected

Insulted

Respected

Insulted

Heard

Ignored

Heard

Ignored

Valued Involved

Inspired Special Smarter

Disregarded Excluded

Disregarded Excluded

Discouraged Ordinary Dull

Connected

Detached

Respected

Insulted

Heard

Ignored

Valued

Valued Involved

Disregarded

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Final logo and coloRs The final logo was based on Professor Bob Fee’s handwriting and the type is in Gotham. The final colors were based on the results of our semantic differentials.

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376 C

161 C

108 C

3115 C

1545 C

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BRand guidelines

Brand Name:

brand attributes must be visible throughout the design.

The right name is timeless, is tireless, is easy to say and remember, stands for something, and facilitates brand extensions. Its sound has rhythm. It looks great in the text of an email and in the logo.

Brand Tagline:

woRKing title Working Title was originally a placeholder while the definition of Design Management was being worked on. However, while doing further research, Working Title came to be brand named that actually defined Design Management in the most accurate way. Design Management is a job title, hence “title” in the name. The “working” describes how Design Management’s definition and specificity is constantly evolving. This name is also not inappropriate in a language, so it is multicultural. We also would not have a difficult time trademarking this name.

Brand Attributes: Brand Attributes further describe the vision, meaning, differentiation, and value. Brand attributes help influence the brand building, architecture, and positioning. They are based on users’ aspirations and desires.

inspiRed. special. smaRteR. connected.

Respected. HeaRd. valued. involved.

These brand attributes were created based on user surveys, research, and persona construction. The aspirations and desires of the users was researched and we extrapolated these eight words that describe the new network as well as the whole brand. These 86

Taglines influence consumers’ behavior by evoking an emotional response. A tagline is a short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes the company from its competitors.

connect. Facilitate. pRomote. emeRge. This tagline has been positioned with Working Title to further its differentiation from other networks. Connect describes what the network will do to connect people, projects, and events together.

Facilitate describes the educational purpose that the network will foster. The education is not just directed towards students, this network is going to be an educational tool for facilitators, students, professionals, and the curious internet explorer. Promote describes the ability that this network will have to promote the ideas being generated by the subject of Design Management as well as other topics. It will also promote strong works coming from the users. It is not another portfolio posting site and should not be treated as such. Emerge describes the people, ideas, and design management emerging into industries, educational systems, and governments worldwide.

Brand Color Palette: Color within a brand is used to evoke emotion, express personality, and stimulate brand association. While some colors are used to unify an identity, other colors may be used functionally to clarify brand architecture.

color was chosen to bring attention to anything important, such as a link. The orange color was chosen because it still harmonized with the rest of the color palette, whereas a red color did not. The accent color should not be widely used among the brand.

Brand Typefaces:

pRimaRY coloR:

Typography is a core building block of an effective identity program.

Typography must support the positioning strategy and information hierarchy. The typeface needs to be exible and easy to use, and it must provide a wide range of expression. Clarity and legibility are the drivers.

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pRint and logo tYpeFaces:

secondaRY woRKing coloRs:

Handwriting (just for the logo) Gotham (sans serif) Didot (serif)

digital platFoRm tYpeFace: 161 C

3115 C

108 C

376 C

accent coloR:

180 C These colors were chosen based on semantic differential testing. The four secondary working colors received the most positive remarks from a wide range of potential users. The colors were then assigned to the respective user groups in order to give hierarchy to the information on the network. The primary color brand is what is used for continuous text and is also part of the logo. This is the color that should be utilized the most within the brand. The accent

Trebuchet MS The typography should bring the network, both online and digital to life. The typography was chosen based on the brand attributes.

We have chosen typography that has the same dynamics and qualities as the handwritten word not only because it is used in the logo, but also because the handwritten word is what describes an individual. This further enhances with the brand attribute of being special. We have also chosen a typeface that can be used on the digital platform that also harmonizes with the print typeface. Consistency among these typefaces is important to take note of. This will also translate into the brand language.

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SPLASH! Dive into the Network!

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MISSION

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Connect. Facilitate. Promote. Emerge CONNECTS disciplines through the integration of cultural diversity and discourse, thereby enabling objective authenticity.

• Interactive representation of player background / roots • Intellectual discourse available to players • commitment to sustainable principles FACILITATES creativity and collaboration through context and methodology utilized in design management and strategy.

• resources / connections to other sources or institutions • student endeavors (work) PROMOTE the emerging and critical role that design thinking presents through explore student endeavors and professional, intellectual insights.

• emphising the student voice (discourse) • engage professionals sharing of knowledge • creating job opportunities • building and establishing relationships • explicit, respectful interaction 91

VISION

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The world celebrates [Working Title]’s Revolution On October 25th, 2020 [Working Title] declared mission completed.

Our hard work has paid off and we are retreating with the comfort of having left a legacy.

Design managers are now recognized as world leaders and valuable facilitators.

The skills of the designer, so foreign and abstract when we began this endeavour, are widespread and introduced in educational, governmental systems and industries worldwide.

We trust in your ability to remain resilient, organic, and open to iteration. With a population of trained design thinkers, the world is prepared and well equipped.

We are done with REVOLUTION; We are ready for the EVOLUTION.

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ONLINESS

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Working Title is the only design network that translates Design Thinking into an intuitive language.

For people who crave active participation on a global level, cultivating mindfulness now.

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tHe wHiteBoaRd Creating an intellectual discourse on our network One of the most consistent requests we found from

ments, and it will allow site editors to contact mem-

all of our users was to create an intellectual discourse

bers who are being disrespectful on the site. After a

on the website. Users were tired of seeing the same

week, the quick and dirty discussions will be archived.

information across mulitple platforms, inappropriate

There is also the “long term” whiteboard. The long

comments being made on websites, and websites that

term whiteboard is for longterm discussions which

just became a portfolio posting site. We have created

also must be approved by site editors before they are

“the whiteboard” as our means of a discussion board.

published. These long term discussions are reserved

There are different levels for the whiteboard. There is

for final projects, thesis candidates, and the like. Not

the “quick and dirty” whiteboard which all members

everyone can be involved in the long term discussions,

can partake in. They are short, week long discussions.

you must be a regularly active participant on the net-

Members are allowed to put marker comments and

work in order to participate in the long term discus-

links to resources to the user that has posted the topic.

sions. These rules, along with the different whiteboard

The topic has to be approved before it is published on

discussions, will allow an intellectual discourse to take

the website. Member’s actual names will be displayed,

place on this network.

which will keep people from saying inappropriate com-

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THE WHITE BOARD promoting intellectual discourse Virtual & Interactive | Real Identities | Link on their user profile page | Defined by user color Topic: Originator:

Active Contributors Name Network Level Occupation Send a Message

Profile Picture

Name

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WORKING TITLE LOGO

Post-It Note

QUICK & DIRTY

Marker

Eraser

File Upload

Open to All Marker Only 1 Week Open Status Archived Simple Text Easy Chat

Link

Signature

LONGTERM

Advanced Diver + End Notes Post It Notes Apply for Open Status Archived Video Easy Chat

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content and toucHpoints Possible touchpoints and features of this network.

DESIGN TIME SUNDAY

MOTIF MONDAY

ACADEMIA TUESDAY

WORDLY WEDNESDAY

Featuring Design related and world news

Featuring winning entries from Thirsty Thursday

Featuring student school work ďŹ nished or in progress

Featuring current work and case studies from around the world

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THIRSTY THURSDAY

Weekly design challenge, napkin sketch

HANGOVER FRIDAY

Showcase all Thirsty Thursday entries, voting begins

TOUCHPOINTS ACTIVE CHAPTERS

CONFERENCES

SATELITES

CAMPGROUNDS

JOB SWAP

TRADE DESIGN JOBS

AND BEYOND

PASSIVE WORKSHOPS

TRAVEL TO YOU

COME TO US

DESIGN VACATION

WEBISTE

ONE WEEK

DESIGN HEAD QUARTERS

RADIO STATION

PUBLICATIONS

PODCASTS

NEWSLETTER

ONLINE

WEEKLY

MONTHLY

LIBRARY

COFFEE SHOP

QUARTERLY MAGAZINE

EATERY

BOOK STORE

YEARLY BOOK

DESIGN TRUCK

EDUCATE ON DESIGN

GPS LIVE STREAM

COMPANY ADS ON TRUCK

WHITE BOARD EXTERIOR

WORKSHOPS OCURR ON THE TRUCK | TRAVEL DESTINATION STOPS ARE FOR ENJOYMENT

ON THE ROAD

BROADCAST

VIDEO

AUDIO

MAGNETIC POST-ITS

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Diver Master

130ft

Rescue Diver

100ft

Advanced Diver

Diver 60ft

Orchestration Rights Facilitate Design Talk Recommendations Rights for Bus Privileges

Bus Privleges Sunday Design Times Academia Tuesday World Wednesday

Longterm Whiteboard Usage Thirsty Thursday Challenge

Quick & Dirty Whiteboard Usage Access to All Content Submit Content Voting Rights Submit Potential Diver Recommendations

Submit your application today Take a look the beneďŹ ts!

Dive Into Our Network

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You’ve Made it!

Submit Existing Article/ Case Studies/ Participation Reviews

12 approved entries

Submit 1 Authored Article/ Journal/ Graphic Submit 19 Existing Articles/ Journals/ Graphics with Summary

20 entries - Approval Not Neccessary

Submit Existing Article/ Journal/ Graphic Summary Reviews of Linked Content

Dive Master

Rescue Diver 130ft

Advanced Diver 100ft

Diver 30 approved entries 60ft

Entry Submissions Minimum 100 Words

Dive Deep

tHe dive Buddies Formation of the new teams for Winter Quarter Now it is time for us to hand over what we have done to establish this network and to have a new team of dive buddies to continue with launching this network!

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WEBSITE

RADIO STATION

TRUCK

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AKA BLOOPERS

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STRENGTH

WEAKNESS

Stimulating Topics Collections & Reports

Student Focus

Brand Recognition Innovation Hub

Dull Demographics School Owned

Executive Connections

Growing Companies

Entrepreneurial Guidance

Exclusive

Content Variation

Open Authors Guide Special Titles Online Vids

Broad Audience Collaboration Professional Research & Case Studies Expert Connections

Established Too Much News Design Management Defined

Student Community & Alumni E-learning Tools Portfolio Presentation Design Related Advertising

THE COMPETITION

OPPORTUNITY Opinion Pieces Graphically Inclined Employment Finder Design Related Advertising Client Leadership Articles Strategic Resource Advantage Academic Community Collector Items Mass Multi-Media Community Trust Subscription Services Community Collaboration

THREAT Brand Philosophy Consistency In Branding Ms. International Advice For All Blogs Customized Collections Future Content Availability Noted Knowledge Partners Creative Consumers Industry Reviews

Exclusive Membership

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Content is manifested from members of the Editorial Board into elements of the Network: Weekly, Monthly, Quarterly Components Features Material for Network from Network & Tree

Content

Structure is flexible enough to accommodate individuals taking a pass or requesting a timely theme and advancing their turn ( )

Established pattern of First responsibilities allows members to plan and develop themes in advance.

Rotation Pattern

Support for (FAE) Transitions on quarterly basis to maintain consistency, familiar with vendors, process and serve as a resource to keep network and publications running smoothly.

Delegation

Rotating primary responsibilities among leadership editorial board.

Thematic Development & Tiebreaker Organization & Coordination - assisted by Delegation ( ) Responsible for tone, follow up, driving each Quarter

First Among Equals

A Set of Equals Individuals with areas of expertise Capitalize on strengths for main responsibilities

Editorial Board Members

Member Responsibility

Teamwork

Framing Patterns Planning Risking Innovation

Fall 2011 Prof. Verena Paepcke-Hjeltness vpaepcke@scad.edu

DMGT720

Leadership Model

114 Business Plan Formal Statement, Set of Business Goals, Reasoning, Plan of Action, Team, Marketing Strategy, Branding

Organizational contacts Case studies & content compilation (specific source) External Content entering Network

Traditional organization for contribution and generation

Business Models Tree Customer Segments, Value Propositions, Channels, Services, Revenue, Resources, Activities, Partnerships, Cost Structure

Discussions Workshop & Conference Development Collaborative Challenges Internal DMGT content

Satellite group of contributors or consumers generate/involved in:

The Brief Network Project Statement, Scope of Work, Opportunity Statement, Deliverables, Budget, Timeline

Curation & Generation

Giselle - DMGT 720 February 22, 2011

Design Strategies/Methodologies User Profiles: Values, Lifestyle, Interests, Criteria Day in a Life: touchpoints w/ knowledge sharing, opportunities for future touchpoints Branding: Where does it fit in, what are the inspirations?

Levels: Aesthetic, Behavioral, Functional, Physical, Mental System Architecture: Connections, relationships, dependencies Patterns for Content

Synthesis Find patterns Overlappings, influences, influencers Target audience/users/stakeholders Identify opportunities

What type of knowledge are we concerned with How is knowledge shared Case studies of publishing business models, university press, open source, ...

History of book printing and publishing SWOT of publishing Mapping models of knowledge sharing Mapping history of knowledge sharing and distribution Mapping industrial development and affect on society Mapping information technology development Mapping how people share, obtain, exchange. have access to information nowadays

Framing the project Sighting existing material from DMGT 720 winter 2011 SWOT of material

house design management publications.

Developing new business entities for the knowledge sharing industry, focusing on in

Innovation in Networking and Publishing

Design Innovation Development and Marketing Strategies

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VALUE PROPOSITION For students, professionals (including professors and alumni), as well as the curious web browser who are seeking a network of shared, cross disciplinary knowledge inspired by the study of design management.

This network inspires action through user generated content and collaboration practices with the goal of launching cohesion within one brand.

Unlike other published networks, collaboration will be thoroughly implemented by continuously rotating its facilitators and administration; therefore, promoting ever evolving trust, transparency, and knowledge.

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WORKSHOP Information Gathering: Interactive Method APPROACH Interactive: User Experience - Develop various interactive stations to engage users.

Computer Station: The initial activity at this station will require the user to ďŹ ll out our online information gathering questionnaire.

Thereafter the user will engage in an interactive power-point presentation that proposes a varied selection of online platforms (i.e. websites, blogs, newsfeeds etc.). The user will select one of the provided options on each slide; this will link them to the platform in which the user will explore.

Print Station: This will consist of an array of magazine publications for the user to browse through.

Handheld Station: This station will require the user to utilize in handheld device design, management & magazine publication applications (i.e. android, iPhone, iPad applications)

Unobtrusive: One member of the team observes the user interaction at each station to monitor body & facial language, browsing habits, as well as initial, quick & hesitant selections.

Interview: Upon completion of each station, one member of the team will ask a series of open-ended questions. The responses should render likes, dislikes & frustrations; selection reasoning; and should help shape the content within the publication.

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Questionnaire Assumptions We assume that all design management students

SCAD. These students would be skeptical to give our

will want to subscribe to our publication/network.

network a chance. Primarily because they are tired of

The only limiting factor that we recognize thus far is

keeping up with publications, networks, subscriptions,

students not affording the subscription fees. However,

accounts, passwords, and so forth. But also because a

we believe that a strong campaign can convince any

lot of information is already available for free. It will be

student to invest in a source of knowledge like the

hard to convince them what we are offering is worth

publication we are offering.

their time, consideration and money.

One way of persuading this group of students is

In terms of other students within the SCAD commu-

proving to them our driving focus is students/student

nity, we are predicting that those that have been ex-

work. We will be a great platform for them to get their

posed to design management classes or collaborative

work published. Any design student knows published

projects will be more inclined to subscribe. Depending

work is a golden plus for a résumé.

on their experience with our field, they would want to use the network for educational purposes (discover

In the professional field, our first supporters will be

more of our strategies and toolkits) or as a means to

our own professors within the design management or

attract more cross-disciplinary collaborations (be-

perhaps even industrial design departments. Through

cause they understand our field/department is the

word of mouth, other professors directly involved with

hub of collaboration.)

our department will consider subscribing or perhaps give us a trial period during which they will decide if

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The next groups we are considering are other students

they want to commit with us.

within the school of design or within the design field at

These professors will be more attracted to what

students are involved in. There is little content that we can write that they don’t already know or can’t get somewhere else (more reliable or more experienced source.)

Also in the professional field, we are counting on clients from sponsored projects to be interested in our network. Most feedback from our clients that we know of has been positive. Some projects even turn into multiple new projects due client satisfaction and admiration. These clients, we think, will be interested in knowing and keeping track of what our students are doing and the general evolvement of our department/field.

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“and don’t stand on tHe cHaiRs in oRdeR to taKe pictuRes.” BOB FEE

The Business Model Canvas

Designed for:

On:

Designed by:

Iteration:

Key Partners

Key Activities

Value Propositions

Customer Relationships

Who are our Key Partners?

Who are our key suppliers?

Which Key Resources are we acquiring from partners?

Which Key Activities do partners perform?

What Key Activities do our Value Propositions require?

Our Distribution Channels?

Customer Relationships?

Revenue streams?

What value do we deliver to the customer?

Which one of our customer’s problems are we helping to solve?

What bundles of products and services are we offering to each Customer Segment?

Which customer needs are we satisfying?

motivations for partnerships: Optimization and economy Reduction of risk and uncertainty Acquisition of particular resources and activities

categories Production Problem Solving Platform/Network

characteristics Newness Performance Customization “Getting the Job Done” Design Brand/Status Price Cost Reduction Risk Reduction Accessibility Convenience/Usability

What type of relationship does each of our Customer Segments expect us to establish and maintain with them?

Which ones have we established?

How are they integrated with the rest of our business model?

How costly are they? examples Personal assistance Dedicated Personal Assistance Self-Service Automated Services Communities Co-creation

Key Resources

Channels

What Key Resources do our Value Propositions require?

Our Distribution Channels? Customer Relationships?

Revenue Streams?

Through which Channels do our Customer Segments want to be reached?

How are we reaching them now?

How are our Channels integrated?

Which ones work best?

Which ones are most cost-efficient?

How are we integrating them with customer routines?

types of resources Physical Intellectual (brand patents, copyrights, data) Human Financial

Customer Segments For whom are we creating value?

Who are our most important customers?

Mass Market Niche Market Segmented Diversified Multi-sided Platform

channel phases: 1. Awareness How do we raise awareness about our company’s products and services?

2. Evaluation How do we help customers evaluate our organization’s Value Proposition?

3. Purchase How do we allow customers to purchase specific products and services?

4. Delivery How do we deliver a Value Proposition to customers?

5. After sales How do we provide post-purchase customer support?

Cost Structure

Revenue Streams

What are the most important costs inherent in our business model?

Which Key Resources are most expensive?

Which Key Activities are most expensive?

For what value are our customers really willing to pay?

For what do they currently pay?

How are they currently paying?

How would they prefer to pay?

How much does each Revenue Stream contribute to overall revenues?

is your business more: Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing) Value Driven ( focused on value creation, premium value proposition) sample characteristics: Fixed Costs (salaries, rents, utilities) Variable costs Economies of scale Economies of scope

www.businessmodelgeneration.com

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Day

types: Asset sale Usage fee Subscription Fees Lending/Renting/Leasing Licensing Brokerage fees Advertising

fixed pricing List Price Product feature dependent Customer segment dependent Volume dependent

dynamic pricing Negotiation( bargaining) Yield Management Real-time-Market

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.

To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

Month

No.

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Final pResentation Breakfast with future and previous dive teams.

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