The Infinite Challenge

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WELCOME TO THE NEXT LEVEL OF SEGA.



STIMULATE



CHALLENGE



ELEVATE



BECOME A PART OF THE NEXT LEVEL & GO BEYOND WHAT YOU THOUGHT WAS POSSIBLE.

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TA BLE OF CONTENTS

PR EVIEW

BEGIN

RESTART

FAST FORWARD

1.1

Press Start

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1.2

Where We Were

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1.3

Who We Want

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2.1

A Fresh Start

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2.2

The Details

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2.3

Keep In Touch

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3.1

Unlock The Levels

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3.2

Stimulate Your Mind

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3.3

Challenge Your Body

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3.4

Elevate Your Life

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3.5

Go Beyond

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BEGIN


SEGA : THE INFINITE CH A LLENGE

PRESS START TAKING THE CHALLENGE WITHIN TO THE NEXT LEVEL SEGA has always been about the challenge within. In the past, our focus was geared towards on-screen gaming and hypothetical challenges through virtual characters. After taking a hit at the start of the new millennium, we have restructured the company to be at the forefront of creating a higher level of individual challenges. SEGA has always been about the client (previously “gamers�), and now that relationship is stronger than ever. What was once just a recreational activity in a virtual world is now the leader in personal growth and development in the real world.


PR ESS STA RT

BEGIN : 1.2

GAMERS BECOME CLIENTS AS PREVIOUS VIRTUAL EXPERIENCES ARE BROUGHT INTO THE REAL WORLD, AND THE PAST BECOMES THE FUTURE. 015 / 113


SEGA : THE INFINITE CH A LLENGE

TAKING A LOOK BACK Going back in time to when SEGA was a leader in their industry helps to confirm our newest creative endeavors. Knowing the background of any company is relevant in order to make sure that the future progress is as flawless as possible. After all, what’s the point in getting to the next level if you haven’t learned anything from all the ups and downs of the ones that came before?


PR ESS STA RT

BEGIN : 1.2

STANDARD GAMES IS CONCEIVED IN HAWAII

1940

The early innovative company is developed by Raymond Lemaire and Richard Stewart, a mechanic and a salesman.

1951

COMPANY MOVES AND BECOMES “SERVICE GAMES” Standard Games is relocated to Tokyo in order to develop the newly available coin operated games and renames the company.

1953

SERVICE GAMES BEINGS IMPORTING TO THE U.S. American military bases throughout Japan were the first to receive the games, which were then moved to America.

1954

ROSEN ENTERPRISES IS LAUNCED American Air Force officer David Rosen gets his company Rosen Enterprises to start importing the coin-op games to Japan.

1965

SERVICE GAMES SHORTENED TO SEGA As Rosen Enterprises grows, Rosen takes advantage and merges with Service Games, creating the new company, SEGA.

1969

SEGA SOLD TO GULF & WESTERN INDUSTRIES Three years after this milestone, G&W made SEGA a subsidiary and took the company public.

1979

COMPANY BENEFITS FROM GAMING BOOM After the quick rise in popularity of arcade gaming, revenues reach over $100 million.

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SEGA : THE INFINITE CH A LLENGE

REVENUES FLUCTUATE DUE TO COMPETITION

1982

SEGA’s revenues grow to $214 mil, then only a year later drop to $136 mil due to the overabundance of arcade games.

1991

FIRST HOME CONSOLE SYSTEM RELEASED The wavering of market positions begins to lean in SEGA’s favor, leading to the release of their first home console, Super NES.

1998

LAUNCH OF DREAMCAST WITH INTERNAL MODEMS With the introduction of the Dreamcast console system, SEGA hoped to stay at the top with it’s innovative internal technology.

2001

MOVES TO THIRD PARTY SOFTWARE DEVELOPMENT The company makes the transition to “party-neutral” software development, creating games made for other systems.

2003

FIVE YEARS OF LOSSES PROMPTS MERGER ATTEMPTS Trying to take the company in as profitable a way as possible, Rosen talks with numerous other gaming companies.

2009

EXPANDS TO ONLINE GAMBLING FORUMS Online casinos and poker rooms are established, making a wider scope of services available for customers to enjoy.

2011

PUBLISHING CONTINUES FOR INDEPENDANT STUDIOS Making games and building potential franchises is attempted to put SEGA back on top, but progress remains to be seen.


PR ESS STA RT

2012

BEGIN : 1.2

THE NEXT LEVEL OF SEGA IS REVEALED.

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SEGA : THE INFINITE CH A LLENGE

HIGH PRICE

microsoft xbox360

sega dreamcast panasonic atari

LOW PRICE

VIRTUAL TO REALITY By examining Sega’s competitors in the old and new markets, it is possible to see the direction in which they’re headed. Starting off in the video game console market, Sega was already behind in it’s own industry. In order to reach success, we have transitioned from the home console market to real life challenges. These challenges range from light to extreme, and from mental and physical in each division. They have been ranked by various levels of mental and physical exertion. The new Sega will provide their clients with a higher level of both mental and physical challenges.

sony ps3

HIGH DESIRE

LOW DESIRE

nintendo wii


PR ESS STA RT

BEGIN 1.3

EXTREME MENTAL FOCUS

surgeon

professional gambler

NEW SEGA

executive chef

navy seal

EXTREME PHYSICAL ACTIVITY

LIGHT PHYSICAL ACTIVITY

triathlete stunt double

OLD SEGA

local gym goer

professional athlete

stamp collector

LIGHT MENTAL FOCUS

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SEGA : THE INFINITE CH A LLENGE

where we were LOOKING BACK IN ORDER TO MOVE FORWARD The public’s perception of the old SEGA is on the negative side, as most people see them as just “gamers.” While this is mostly true—and a lot of the stereotypes are accurate—that’s not all there is to see. Gamers love the challenge, and the thrill of beating the level and moving on to the next one. This is the mentality we have harnessed in our new brand direction. Even if the game itself disappears, the challenging spirit within does not.

IMAGES REPRESENT THE OLD SEGA POINT OF VIEW AS PERCEIVED BY THE GENERAL PUBLIC


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SEGA : THE INFINITE CH A LLENGE

By examining SEGA’s competitors in the old and new markets, it is possible to see the direction in which they’re headed. Starting off in the video game console market, SEGA was already behind in it’s own industry. In order to reach success, we have transitioned from the home console market to real life.



SEGA : THE INFINITE CH A LLENGE

WHO WE WANT SEGA MEMBERS HAVE A CERTAIN STATE OF MIND Everybody has their own goals and personal ways of motivation, but there are some that strive to go beyond what every one else is doing and take themselves further. These are the type of people we want. We want the person who is bored at work, the person who is already super fit but lacks the knowledge to get where they want to be. Or the opposite, someone who is extremely smart but lacks the drive to get in shape. Then there are those who thought they were happy until one day they decided good wasn’t good enough. Those are the people that SEGA invites to join our service—the people that are never satisfied with what they already have.


W HO W E WA NT

BEGIN : 1.4

WHILE WE DON’T DISCRIMINATE, WE DO CATER TO A CERTAIN TYPE OF PERSON—SOMEONE WHO IS NEVER QUITE SATISFIED WITH THE NORM. 027 / 113


SEGA : THE INFINITE CH A LLENGE

MARISSA

PRO GAMBLER Growing up near Vegas, Marissa, 31, realized early on that being able to outsmart people into giving her money was a skill, so she worked most of her life to hone it. Now that it’s her job, the addiction is worse than ever and she can never win enough.


W HO W E WA NT

BEGIN : 1.3

JACOB

REGISTERED NURSE After taking the fast track through nursing school, Jacob, 28, realized he might not be where he wants in life. He never thought he had what it took to be a doctor, but after his residency he’s reconsidering going back to school, but continues to make excuses.

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SEGA : THE INFINITE CH A LLENGE

JACKSON

TECH START-UP CEO Building a business from the ground up, Jackson, 32, exhausted his little black book of high powered contacts quickly. He feels everyone he’s met recently is a little fish, and he’s wondering where all the sharks went.


W HO W E WA NT

BEGIN : 1.3

WILL

EXECUTIVE CHEF After reaching success at an early age, Will, 29, is now bored at the top of the food chain. He has numerous friends and several business connections, but is not sure how to use his rolodex correctly in order to feel powerful again.

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SEGA : THE INFINITE CH A LLENGE

STEVEN

TRIATHLETE Not a day goes by without Stephen, 32, doing some kind of physical activity. He feels weak if he’s not burning calories and has participated in countless competitions. While his mental focus is strong in this sense, he lacks focus in the rest of his life.


W HO W E WA NT

BEGIN : 1.3

STACI

GOLD DIGGER Already on her third marriage, Staci, 26, has an affinity for really old rich men that love to spoil her. Since they keep dying she has inherited piles and piles of stuff, but it never seems to satisfy her. She’s looking for something else to fill this void in her life.

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NOW WE MOVE FORWARD TO AN INFINITELY MORE CHALLENGING FUTURE.

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RESTART


SEGA : THE INFINITE CH A LLENGE

A FRESH START MAKING THE TRANSITION TO THE NEXT LEVEL Coming from a background in gaming and virtual challenges, it wasn’t hard to imagine a world where those virtual challenges became a reality. In our mind, the challenges are more like tests of strength—mentally & physically. When restructuring SEGA, we chose to place emphasis on how to elevate the lives of our clients not only mentally and physically, but also their overall quality of life. This ensures that whoever decides to join the new SEGA will be provided the utmost care and personalized attention, so that we may uphold our renewed mission to be the leader in specifically targeted personal growth and development. We hope you’ll join us and begin our series of infinite challenges.


A FR ESH STA RT

R ESTA RT : 2.1

SEGA IS NOW THE INDUSTRY LEADER IN SPECIFIC PERSONAL GROWTH AND DEVELOPMENT.

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SEGA : THE INFINITE CH A LLENGE

THE NEW LOOK When looking towards the new direction of the company, we saw the need for a streamlined and uncomplicated touch—a complete departure from the busy logo of the past. The new wordmark is meant to be a presence on it’s own, as well as blend seamlessly into various environments and types of media.


A FR ESH STA RT

R ESTA RT : 2.1

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SEGA : THE INFINITE CH A LLENGE

HOW IT’S BUILT There are several characteristics that make our new logo specific to the improved direction of SEGA. The diagram to the right explains the intricacies of how it should be built, virtually or physically. The base typeface for the new wordmark is Knockout Featherweight—from the Hoefler&Frere-Jones foundry—and is used in keeping with the mindset that it’s a modern face that breaks away from it’s conformist sans serif predecessors. SEGA’s mission is all about challenging our clients to elevate themselves, so why wouldn’t we choose a typeface that was designed to do the same? Each letter is treated differently, yet still upholds a unified appearance. While the

“G” and “A” have only been altered slightly in parts (the “E” remains unchanged), the “S” has been significantly modified to create the resemblance to the infinity symbol, alluding to the “infinite” part of SEGA’s new mission to create infinite challenges and experiences for our clients. The triangle graphic and angled lines used throughout are derived directly from the negative space of the crossbar in the Infinite “S” mark at the start of the word. Refer to the following page for a more detailed diagram and demonstration of it’s use.


R ESTA RT : 2.1

A FR ESH STA RT

All diagonals are derived from the negative space created by the “X” in the middle section of the “S” part of the wordmark.

0.5X

0.375X

0.25X

0.5X 7X / 7.125X 1X

13.5X

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SEGA : THE INFINITE CH A LLENGE



SEGA : THE INFINITE CH A LLENGE

THE DETAILS MAINTAINING OUR NEW BRAND’S LOOK & FEEL Our creative team has put in many long hours trying to find the perfect way to express SEGA’s new direction and purpose in the personal growth and development industry. Each part of the wordmark and design elements for all printed and web based materials are to follow a strict set of guidelines, all of which will be explained in the following segments.


THE DETAILS

R ESTA RT : 2.2

OUR NEW IDENTITY IS NEAR AND DEAR TO OUR HEARTS. LET’S TRY & KEEP IT THAT WAY.

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SEGA : THE INFINITE CH A LLENGE

THE CORRECT WAY We take pride in how the world perceives our new brand, and the maintenance of it’s outward appearance is of the utmost importance. Along with the previously specified dimensions and placement of elements, we ask that you adhere to these configurations only.


THE DETAILS

R ESTA RT : 2.3

SOILD COLOR

KNOCKED OUT OF SOLID COLIR

INFINTE “S” ALONE (BLACK)

INFINTE “S” ALONE (COLOR)

IN THE BLACK VERSION THE CROSSBAR IS IN S-GREY

IN THE COLOR VERSION THE CROSSBAR IS IN 40% OPACITY OF THE COLOR

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SEGA : THE INFINITE CH A LLENGE

DO NOT ATTEMPT The following configurations have been shown specifically to demonstrate how NOT to use our logo. We do not want our brand misrepresented in any way, shape, or form, so if any of these configurations are seen in the real world please take a picture and send it to redflag@theinfinitechallenge.me.


THE DETAILS

R ESTA RT : 2.2

MULTICOLORED

COMPLETE OUTLINE

ROTATING ENTIRE LOGO

COLOR OUTLINE

ROTATING PARTS

STRETCHING

100% SOLID COLOR

RESIZING ANY PARTS

SKEWING

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SEGA : THE INFINITE CH A LLENGE

REFER TO THE PREVIOUS “HOW IT’S BUILT” SECTION FOR THE REASON KNOCKOUT IS USED

ALSO A H&FJ FACE, VITESSE IS USED FOR IT’S SMOOTH, ANGULAR NATURE & 21ST CENTURY MODERNISM

DESIGNED WITH THE MINDSET OF “THE DESIRE AND NEED TO EXPLORE,” HOMESTEAD KEEPS IN LINE WITH OUR MISSION

TYPE TREATMENTS Special care has been taken to make sure that the integrity of our brand is maintained. The typefaces below are to be used in the following ways only: TOP L / Vitesse Light — main body copy (7.5pt/11) & large quotes (35pt/42) TOP R / Vitesse Bold Italic — subheads (12pt/14) & captions/notes (6pt/9) BOTTOM L / Knockout Jr Featherweight — various headers (14pt & 25pt) BOTTOM R / Homestead Display (UPPER) & Inline (LOWER) — large display (80pt/66)


THE DETAILS

Ss ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*

R ESTA RT : 2.2

Ss

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*

Ss

s/s

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*

abcdefghijklMn opqrstuvwxyz 0123456789!@#$%^&* abcdefghijklMn opqrstuvwxyz 0123456789!@#$%^&*

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SEGA : THE INFINITE CH A LLENGE

WHITE 00 / 00 / 00 / 00 225 / 225 / 225 WHITE

S-GREY 00 / 00 / 00 / 37 173 / 175 / 178 PMS COOL GREY 7

S-RED 00 / 94 / 100 / 00 238 / 53 / 36 PMS 1795C

SEGA “S” COLORS In order to keep our brand intact, we have selected these colors (at right) to be used for any type of SEGA media and documents. The particular shades of red, green, and blue are to be used as seen fit depending on the type of information being prepared. S-Colors are specified in the following format: NAME C/M/Y/K R/G/B PMS PANTONE SOLID COATED

S-GREEN 29 / 00 / 100 / 00 193 / 216 / 47 PMS 382C

S-BLUE 75 / 00 / 07 / 00 00 / 188 / 228 PMS 306C

BLACK 100 / 100 / 100 / 100 00 / 00 / 00 BLACK


S—GREY

WHITE

S—RED

S—GREEN

BLACK

S—BLUE


SEGA : THE INFINITE CH A LLENGE

KEEP IN TOUCH WHEN A SIMPLE EMAIL JUST DOESN’T DO THE JOB Sometimes the need arises for correspondence that’s too important for an email, so we will send you our official SEGA letter for you to file away in your secret place that holds important documents. If you are already a member then you’ll have received a business card from your personal client representative, a sample of which is shown below.


K EEP IN TOUCH

R ESTA RT : 2.3

SEGA INDUSTRIES 11608 North Shoreline Boulevard Mountain View, California 94043

MOTIVATE STIMULATE>>CHALLENGE CHALLENGE > ELEVATE ELEVATE Mr. William Robinson 12832 Post Oak Drive Denver, Colorado 80204 August 24, 2012

Dear Mr. William Robinson:

Thank you for your interest in SEGA Industries. We are happy to provide you with the necessary tools guaranteed to take you to the next level in whatever stage of your life you wish to improve upon. We want to motivate, challenge, and elevate your personal game from all angles. There are several characteristics that make our new logo specific to the improved direction of SEGA. The diagram to the right explains the intricacies of how it should be built, virtually or physically. The base typeface for the new wordmark is Knockout Featherweight—from the Hoefler&Frere-Jones foundry—and is used in keeping with the mindset that it’s a modern face that breaks away from it’s conform ist sans serif predecessors. SEGA’s m ission is all about challenging our clients to elevate themselves, so why wouldn’t we choose a typeface that was designed to do the same. The triangle graphic and angled lines used throughout are derived directly from the negative space of the crossbar in the Infinite “S” mark at the start of the word. Refer to the following page for a more detailed diagram and demonstration of it’s use. We look forward to helping you elevate your game.

Sincerely,

KRISTEN LIBERO Director of Client Relations

kristen@theinfinitechallenge.me www.theinfinitechallenge.me 608.534.9849 / c 608.534.9245 / w

ST IM UL ATE > CH

ALL EN GE > ELE VAT

E

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FAST Forward


SEGA : THE INFINITE CH A LLENGE

unlock the levels BECOME A MEMBER & SEE HOW FAR YOU CAN GO In order to assist our clients with reaching their highest potential, we have divided our services into three sectors: mind (stimulate), body (challenge), and life (elevate). Our goal is to provide you with the opportunities to go beyond what you think you’re capable of, with the assistance of our targeted experiences and services.


UNLOCK THE LEV ELS

FAST FORWA R D : 3.1

JOINING SEGA WILL GRANT YOU ACCESS TO OUR 3 STAGES OF DEVELOPMENT, FURTHER ENHANCING YOUR NEW WAY OF LIFE.

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SEGA : THE INFINITE CH A LLENGE

LEVEL BREAKDOWN By becoming a member of SEGA, you are granted access to our database, which in turn grants you access to the previously mentioned three stages of personal development. Once you login, you are provided the option of choosing from any of the three stages, divided by color: RED : STIMULATE YOUR MIND GREEN : CHALLENGE YOUR BODY BLUE : ELEVATE YOUR LIFE Once you enter your level of choice, you will be presented with a variety of opportunities. If these options are satisfying to you, then we are pleased to have helped.If

not, you may apply to enter the restricted level, coded BLACK : GO BEYOND. These specific amenities are divided into the same general three categories of mind, body, and life, but with a bit more risk involved. We encourage you to apply, but with caution.


UNLOCK THE LEV ELS

MIND

FAST FORWA R D : 3.1

BODY

LIFE

BEYOND

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SEGA : THE INFINITE CH A LLENGE

MIND

BODY

LOGIC PUZZLES & GAMES

ATHLETIC PROGRAMS

LANGUAGE ANNEX

PERSONAL TRAINERS

CLASSES & SEMINARS

FITNESS APPAREL

LINE OF SUPPLEMENTS

NUTRITION CENTER

DAILY TASK TRACKER

EXCURSION CAMPS


UNLOCK THE LEV ELS

LIFE

FAST FORWA R D : 3.1

BEYOND

OUTDOOR MUSIC VENUE

PERSONAL HYPNOTIST —MIND

JOB PLACEMENT SERVICE

HORMONE TREATMENTS—BODY

TRAVEL AGENCY

24/7 PERSONAL ASSISTANT—LIFE

FASHION CONSULTANT RELOCATION SERVICES

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YOU ARE NOW ENTERING SEGA’S WORLD OF INFINITE EXPERIENCES.

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SEGA : THE INFINITE CH A LLENGE


STIMUL ATE YOUR MIND

FAST FORWA R D : 3.2

STIMULATE YOUR MIND LOGIC PUZZLES & GAMES LANGUAGE ANNEX CLASSES & SEMINARS LINE OF SUPPLEMENTS DAILY TASK TRACKER

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SEGA : THE INFINITE CH A LLENGE

LANGUAGE ANNEX


STIMUL ATE YOUR MIND

FAST FORWA R D : 3.2

IMMERSE YOURSELF IN ANOTHER LANGUAGE TO GAIN MENTAL AGILITY & FOCUS.

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SEGA : THE INFINITE CH A LLENGE


STIMUL ATE YOUR MIND

FAST FORWA R D : 3.2

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SEGA : THE INFINITE CH A LLENGE

LINE OF SUPPLEMENTS


STIMUL ATE YOUR MIND

FAST FORWA R D : 3.2

FROM ENERGY TO STRESS RELIEF, WE HAVE A PILL OR VITAMIN FOR YOUR EVERY NEED.

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SEGA : THE INFINITE CH A LLENGE


STIMUL ATE YOUR MIND

FAST FORWA R D : 3.2

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FAST FORWA R D : 3.3

CHALLENGE YOUR BODY ATHLETIC PROGRAMS PERSONAL TRAINERS FITNESS APPAREL NUTRITION CENTER EXCURSION CAMPS

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SEGA : THE INFINITE CH A LLENGE

EXCURSION CAMPS


CH A LLENGE YOUR BODY

FAST FORWA R D : 3.3

SIGN UP FOR OUR CAMP EXPERIENCE AND LEARN NEW WAYS OF REACHING A HIGHER LEVEL.

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SEGA : THE INFINITE CH A LLENGE


CH A LLENGE YOUR BODY

FAST FORWA R D : 3.3

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SEGA : THE INFINITE CH A LLENGE

FITNESS APPAREL


CH A LLENGE YOUR BODY

FAST FORWA R D : 3.3

OUR LINE OF SPECIALTY CLOTHES AND SHOES ARE DESIGNED TO PUT YOU AT YOUR BEST & KEEP YOU THERE.

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SEGA : THE INFINITE CH A LLENGE


CH A LLENGE YOUR BODY

FAST FORWA R D : 3.3

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FAST FORWA R D : 3.4

ELEVATE YOUR LIFE OUTDOOR MUSIC VENUE JOB PLACEMENT SERVICE TRAVEL AGENCY FASHION CONSULTANT RELOCATION SERVICES

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SEGA : THE INFINITE CH A LLENGE

OUTDOOR MUSIC VENUE


ELEVATE YOUR LIFE

FAST FORWA R D : 3.4

COME TO A SHOW & EXPERIENCE MUSIC AS IT WAS MEANT TO BE HEARD—WITH THOUSANDS OF FRIENDS AND FANS.

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SEGA : THE INFINITE CH A LLENGE


ELEVATE YOUR LIFE

FAST FORWA R D : 3.4

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SEGA : THE INFINITE CH A LLENGE

TRAVEL AGENCY


ELEVATE YOUR LIFE

FAST FORWA R D : 3.4

LET OUR AGENTS ASSIST YOU IN GETTING TO ANY DESTINATION YOU DESIRE, BY ANY MEANS OF TRAVEL.

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SEGA : THE INFINITE CH A LLENGE


ELEVATE YOUR LIFE

FAST FORWA R D : 3.4

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FAST FORWA R D : 3.5

GO BEYOND PERSONAL HYPNOTIST HORMONE TREATMENTS 24/7 PERSONAL ASSISTANT

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SEGA : THE INFINITE CH A LLENGE

PRIVATE HYPNOTIST


GO BEYOND

FAST FORWA R D : 3.5

PROVIDE US WITH YOUR HIGHEST GOALS AND OUR RESIDENT HYPNOTIST WILL ENTER YOUR MIND AND MAKE THEM REAL.

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SEGA : THE INFINITE CH A LLENGE


GO BEYOND

FAST FORWA R D : 3.5

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SEGA : THE INFINITE CH A LLENGE

HORMONE TREATMENTS


GO BEYOND

FAST FORWA R D : 3.5

REQUEST A SHIPMENT OF THESE CONTROVERSIAL DRUGS & SEE HOW MUCH FURTHER THEY CAN PUSH YOUR BODY.

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SEGA : THE INFINITE CH A LLENGE


GO BEYOND

FAST FORWA R D : 3.5

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24/7 PRIVATE ASSISTANT


GO BEYOND

FAST FORWA R D : 3.5

LET OUR SPECIAL STAFF CATER TO YOUR EVERY NEED AND WHIM窶年O REQUEST IS EVER OFF LIMITS.

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SEGA : THE INFINITE CH A LLENGE


GO BEYOND

FAST FORWA R D : 3.5

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WE HOPE THESE EXPERIENCES HELPED YOU REACH YOUR PERSONAL GOALS. WELCOME TO THE NEW YOU.

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THE INFINITE CHALLENGE Written & Designed by Kristen Libero Academy of Art University, 2012