Thesis 2021 Process Book
Executive summary My thesis focused on the concept of culture shock, a common experience among immigrants, travelers and international students. The objective of my thesis projects is to support international students who deal with cultural adaptation challenges. They need to understand that culture shock is a temporary transition and that they are not alone. This book shows the detailed process from the initial research to the final design solutions. Deliverables include an informative and self-analysis book about culture shock and a promo video of the book itself.
table of contents
BRIEF 8
VISUAL IDENTITY
Contract
52
Brand strategy
.
53
Wordmark components
RESEARCH SUMMARY
54
Wordmark sizes and clear space
14
Concept map
55
Wordmark misuses
16
Problem - Culture shock
56
Colour palette
20
Demographic study
58
Typography
24
Key insights
60
Tone of voice
26
Target audience and Persona
62
Illustrations
.
.
DESIGN PROCESS
FINAL PROJECTS
30
Mood boards
68
Book
34
Wordmark development
72
Video
38
Design development
TIME MANAGEMENT 78
My hours
PROJECT EVALUATION 82
My journey
84
References
Brief
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Contract Problem
Client
One of the most common challenges
COSTI is a community-based agency
faced by international students in
based in Toronto. Founded in 1952,
Canada is dealing with culture shock.
it provides employment, educational,
Culture shock is a normal reaction
settlement, and social services to
to a new and unknown environment.
all immigrant communities, new
International students experience a
Canadians, and individuals in need
range of emotions when adapting
of assistance. COSTI carries out a
to a foreign culture and culture shock
client-focused, proactive approach
causes a state of insecurity, anxiety,
in the planning, development, and
isolation and confusion that can lead
delivery of services, ensuring that
to depression and other significant
newcomers to Canada can use their
mental health issues. The reaction
existing skills, learn new skills, and
to culture shock differs from person
participate actively in all aspects of
to person. Everyone can experience
Canadian life, regardless of language
a different grade of severity and
or cultural barriers. COSTI provides
type of event.
services in more than 60 languages.
Contract
Brief
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To assist new and existing international students dealing with their cultural adaptation challenges to successfully integrate into Canadian society.
Target audience
Design challenge
The target audience of my thesis
The scope of this project is to help
includes international students, ages
international students to ease their
20-29, who are studying in Canada
cultural adaptation providing them
in post-secondary institutions. It is
information about culture shock
essential for them to adapt to their
and making them more conscious
new life and to retain their respect
of how it affects their lives through
for their culture and family traditions.
reflection and self-analysis.
Competition
Key insights
OCASI was formed in 1978 and their
The number of international students
mission is to act as a collective voice
in Canada has been significantly
for immigrant-serving agencies and
increased over the last decade, and
to coordinate responses to shared
it will continue to grow in the future.
needs and concerns. They promote
International students will need more
equal access in key areas such as
and more resources and tools to deal
employment, housing, health, youth.
with culture shock. It is a temporary
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phenomenon that affects everyone
Design deliverables
who travels. International students
The primary deliverable will be a
are more likely to have severe and debilitating reactions to this event.
Design approach
book containing information about culture shock: what it is, stages, causes, and symptoms, and tips on how to deal with it. It will also include
The design will be clear, organized
reflection exercises. The secondary
and engaging at the same time.
deliverable will be an informative
Although the seriousness of the topic,
and promotional video of the book.
illustrations will be included in the
It will be uploaded on the client’s
final design to make the projects
website and its Youtube account.
enjoyable and easy to understand.
Both primary and secondary projects
The final product will be accessible
will be fully illustrated.
at no cost to everyone interested in the topic and available in libraries and post-secondary institutions.
Contract
Brief
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RESEARCH SUMMARY
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Concept map My journey began with the creation of a concept map during the Design Research course. It helped me to determine the main topic I wanted to address, culture shock. Starting from the concept of immigration and developing its aspects, I identified culture shock as a serious problem that affects millions of people around the world. This map precedes a more in-depth analysis of culture shock data that is shown on the next page.
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Concept map
Research summary
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culture shock What is culture shock?
Culture shock stages
Culture shock is a psychophysical
According to the famous theory of
response that travelers immigrants
the Norwegian sociologist Sverre
and international students could
Lysgaard, culture shock is divided into
experience when dealing with a new
four stages. In the first one, called
and unfamiliar environment. This kind
“Honeymoon,” the new environment
of phenomenon is inevitable but
seems perfect. This vision completely
temporary, and each person reacts
changes when people enter the
in a different way. The major problem
“crisis” stage, which is characterized
occurs when culture shock symptoms
by feelings of anxiety, hostility, loss
persist for a long period and prevent
and confusion. In the “recovery” stage,
cultural adaptation. Moreover, if left
cultural differences are understood
untreated, they may lead to even
and accepted until cultural adaptation
more severe health problems, such
is finally reached.
as depression, insomnia, isolation, eating disorders and anxiety.
Problem
Research summary
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Experiences Exploration
People
New
Differences
Learning
Habits
culture
Integration
Acculturation
Immigration Respect
Empathy
Traditions
Travelling Changes Communication
shock Acceptance
Challenges Newcomer
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Demographic Study This section incudes statistical data
These data bring out the presence
on international students in Canada.
of a potential scenario of isolation
This category of people is among
for international students in Canada
the most affected by culture shock.
and reflect a condition of discomfort that may hinder the students in
The following charts show relevant
their cultural adaptation process.
information about the total number
The total number of international
of international students residing in
students is constantly increasing, so
Canada in 2019, how many of them
it is essential to make them feel part
graduated in 2017, overall and by
of society.
age group. Through other graphs, I could learn about the marital status of international students and their housing preferences.
Demographic study
Research summary
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International students living in Canada in 2019
642,480
International students in Canada graduated in 2017
76,233
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Number of international students in Canada who obtained a certificate, diploma or degree in 2017, classified by age 38,685
23,715
6,486 2,316 <20
20-24
25-29
30-34
2,703
2,322
35-39
>40
Marital status of international students in Canada, 2018
82%
18%
Single
Married, Common-law relationship
Demographic study
Research summary
23
Living arrangements of international students in Canada 2018, by accommodation type
7%
14%
32%
15%
32%
Room, apartment, or house that I am renting by myself Room, apartment, or house that I am renting with people who are not family members
University or college residence Room, apartment, or house that I am renting with members of my family Other
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Key insights
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Key insights
Research summary
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The number of international students will continue to grow in the future. They will need more resources and tools to deal with culture shock. While studying abroad, international students have to identify new sources of support to reach their goal of a full cultural adaptation. Every international student suffers from culture shock. What is different is the seriousness and the type of event that the student experience.
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Target audience and persona Target audience
Persona
A growing number of international
Raquel is a 21-year-old international
students are planning to come to
student from Spain who attends
Canada to study in pursuit of a new
George Brown College. She has been
and rewarding life. Most of them
living in Canada for one year, but she
are young people whose suitcases
is still facing adaptation challenges.
are full of hope and determination.
Raquel experiences strong feelings
Based on the demographic analysis
of homesickness, and she doesn’t
conducted previously, I decided to
know how to deal with them. She is
identify the target audience of my
determined to learn about her issues
thesis in the 20-29 age group since
and how to overcome them to fully
it’s the most representative among
adapt to Canadian society. Her main
others ranges. International students
goals are to graduate from college
face daily challenges and they need
and pursue a satisfying career that
to successfully adapt to a completely
ultimately allows her to be financially
new and unfamiliar environment.
independent of her family.
Target audience and Persona
Research summary
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“Life has not to be wasted. When you see the train is coming, jump on board”
Raquel Sáenz Age
Nationality
Occupation
Location
21
Spain
Student
Toronto, Canada
Gains
Pains
Achievement of graduation
Language barriers
Excellent academic performance
Relationships insecurities
Meeting new international people
High tuition fees
Improving her language skills
Lack of family support
DESIGN PROCESS
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Mood boards Initial mood boards The first step to define the visual language of my thesis was to create some mood boards. The first one is playful and vibrant. The second one has a minimalist style, while the third mood board is entirely based on geometric shapes. All three mood boards helped me to decide which direction to take. On the next page, I show the final mood board, which I used as inspiration for my thesis.
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Mood boards
Design process
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Final mood board This mood board fully represents the tone of voice I wanted to adopt for my thesis projects. I chose to show samples of illustrations and book design with a youthful and informal style, suitable for my target audience. The mood board has a friendly and colourful tone and communicates positivity to the viewers. It was also a valuable source of inspiration for the colour palette that I used later in my final projects.
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Mood boards
Design process
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wordmark development The design process of the wordmark
After several weeks, I chose the word
“LIKEHOME” consisted of several and
“LIKEHOME” as the wordmark and
essential steps. The first one was to
“Learn Reflect Live” as the tagline.
look for books’ titles about culture
In the following step, I have explored
shock and then list all the words that
typefaces and played with colours
came to mind about the argument.
and shapes. I decided to highlight
During this brainstorming process, I
the word “HOME” as it has a powerful
identified the concept of “Feels like
deep meaning in every person’s life,
home” as the most appropriate for
especially those who live abroad, far
the title of my thesis.
from their family and friends.
Wordmark development
Design process
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Wordmark brainstorming Existing book names Transitions Across Cultures: A Guide to Culture Shock for Travelers and Those Who Love Them
Words related to the topic Acculturation
Newcomer
Assimilation
Habits
Adaptation
Communication
Experience
Success
Beyond Blending In: An Immigrant
Mental health
Integration
Daughter’s Guide To Overcoming
Change
Temporary
Cultural Bonds For A Life Of
Exploration
Inevitable
Authenticity and Abundance
Travelling
Behaviour
The Emotionally Resilient Expat:
Understanding
Thoughts
Resilience
Reflect
Cultures
Culture
Analyse
At Home in the World : Reflections
Traditions
Challenges
New
Transition
Support
Abroad
Immigration
Learn
Engage, Adapt and Thrive Across
on Belonging While Wandering the Globe
Potential book titles and taglines AdaptatiON
No More Shocked
AcculturatiON
Integrated!
Learn Reflect Live
Across Boundaries
Feels like home
One step at a time
Blending Borders
Moving Forward
Learn & Reflect
Homelike
Homelike = Likehome
Wordmark: LIKEHOME Tagline: Learn Reflect Live
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likehome LEARN REFLECT LIVE
likehome LEARN REFLECT LIVE
likehome LEARN REFLECT LIVE
Wordmark exploration
Design process
likehome LEARN REFLECT LIVE
likehome LEARN REFLECT LIVE
likehome LEARN REFLECT LIVE
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Design development This section is dedicated to showing
On this page, it’s possible to see my
the design development of my two
first sketches and notes about both
thesis deliverables. In the case of my
design projects. Initially, I researched
primary deliverable, the book called
real-world theses and got inspiration
“LIKEHOME”, I decided to show both
from reliable websites like Ted-Ed.
the initial development of the project,
Although a book and a video are two
including the grid system and its
opposite types of projects, I wanted
final visual language.
to challenge myself working on different software. Both deliverables
In the section involving my second
include original illustrations that I
deliverable, a promotional video, I
created in a unique style, consistent
have included sketches created at an
with the tone of the brand. The next
early stage, accompanied by notes.
pages show a more detailed design
I also wanted to show the storyboard
development of the deliverables.
that I used to create the final video on After Effects.
Design development
Design process
Initial rough sketches and notes
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Book Book format and grid system Before I started developing the visual part of my book, I determined its format and grid system. The book has a rectangular shape, and its dimensions are 6 in x 9 in. It has wide margins, allowing the copy and the illustrations to breathe throughout the pages. The grid consists of four columns and eight rows, while the gutters have a size of 0.1667 in.
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Design development
Design process
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0.75 in
0.6875 in
0.6875 in
0.75 in
9 in Columns: 4
Rows: 8
Gutters: 0.1667 in
6 in
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Initial development Initially, I didn’t have a clear idea of how much text and illustrations I would include in the book. For this reason, I explored different types of layouts at this stage. Also, the colour palette was not yet well defined. With the professor’s help, I realized I had to include less text and focus more on showing my illustrations.
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Design development
Design process
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Developed visual language On this page, it’s possible to see the progression of the visual language of my book. At this stage, I redefined my colour palette, which is warmer and more vibrant, and the layout has also been modified to enhance the illustrations. The significantly shortened body copy appears lighter and less tiring to read.
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Design development
Design process
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Video Initial development
Technical specifications
The first step in developing the video,
Sound effects: The video will begin
my second deliverable, was to define
with an animation of the client’s logo.
all its technical specifications, such as
A sound effect will be applied to the
the presence of background music,
logo animation.
sound effects, typography, colour palette and special effects. Then I
Background music: Original music
created some quick sketches about
will be present in the video. I want
a potential sequence of scenes that I
people to feel comforted, curious,
could show in the video. At this stage,
optimistic, reassured, at ease, hopeful
I had to keep in mind that the goal of
while watching my video. The music
this project was to inform the public
will help the video to appear serious,
about culture shock and promote
youthful and interesting.
my book “LIKEHOME”. 2D look and feel: The video will be almost entirely 2D. 3D elements will
Design development
Design process
appear in the final frames during
Colour palette: Same as the one
the promotional phase. The book
used for the primary deliverable.
“LIKEHOME” will be created in 3D.
The colours, appropriate for a
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young audience, will fully reflect Typography: Handwritten for titles
the brand strategy.
and sans serif for smaller words. Text will not appear in every frame.
Special effects: The video will
A voice-over and original illustrations
include a variety of special effects
will be used for the whole video.
that will affect the appearance of objects, text and transitions from
Timing: Around 1 minute 30 seconds.
one frame to another. Position, scale,
The first half of the video will cover
rotation and opacity are just some
information about culture shock,
animation controls that I will often
while the second half will focus on
use throughout the video.
promoting the primary deliverable, the book “LIKEHOME.”
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Developed storyboard After I outlined all the specifications and initial sketches, I moved on to defining a clearer final storyboard. For example, I decided to include a quote at the beginning of the video to make the public more interested. In the following phase, I used this storyboard to build the whole video step by step using After Effects.
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Design development
Design process
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Visual identity
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brand strategy Why are we here?
Our ambition
LIKEHOME aims to help international
We want to assist new and existing
students to reach a complete cultural
international students dealing with
adaptation providing them essential
their cultural adaptation challenges.
information about culture shock and
They need to successfully adapt to
making them more aware of how it
Canadian society.
affects their lives with self-analysis.
What do we do, and how do we do it?
Our values Adaptability, appreciation, change, belonging, curiosity, determination,
We want to share information about
exploration, excitement, evolution,
culture shock and allow international
diversity, inspiration, motivation,
students to reflect on themselves
knowledge, understanding, personal
while they live abroad. We want to
development, resilience, reflection.
create a free book to be promoted online to draw more youth’s attention to the topic.
Brand guidelines
Visual identity
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LIKEHOME is not a place. It’s a sensation,
a person, a memory, a color, a taste, everything that makes you feel warmth.
Wordmark components
Wordmark
Tagline
About the final wordmark, I chose
Learn through information about
a handwritten typeface because it
culture shock. Reflect on yourself,
has an informal and friendly tone, but
your identity, feelings, experiences
it’s clear at the same time. The “O”
and coping strategies. Live your
represents a door, i.e. the house door.
journey to the best of your ability,
“Learn Reflect Live” is a significant
overcoming the critical phase of
tagline and those words represent
culture shock and adapting to the
the goals of the book “LIKEHOME”.
new environment.
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Wordmark + Tagline size
1.25 in
3 in
Clear space 1/2 X
1/2 X
X
1/2 X
1/2 X
Wordmark minimum size 1 in
Wordmark on book spine
Brand guidelines
Visual identity
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Wordmark misuses
Stretch the wordmark
Wordmark over photography
Outline the wordmark
Non official wordmark color
The logo plays a key role in any
clear space. On this page, I have
branding system. It must keep the
highlighted the prohibited uses of
right proportions and be fully legible
my wordmark. For instance, it is
on any application. On the left page,
forbidden to change its official
I included the size of the wordmark
colours, place it on top of pictures
used in my thesis projects. I have also
or stretch it.
determined its minimum size and
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COLOuR PALETTE The colour palette used in my thesis reflects a youthful and energetic visual style. Red represents strength, orange is optimism, yellow brings enthusiasm, pink is positive energy, light blue is trustworthiness, and blue conveys a sense of confidence. These colours are a combination of cool and warm tones. The contrast generated results in a balanced mix that is suitable for the target audience of my thesis. This colour palette is consistently applied for both primary and secondary deliverables.
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Brand guidelines
RGB 239 64 87 CMYK 0 90 59 0 HEX ef4057
RGB 247 151 80 CMYK 0 49 76 0 HEX f79750
RGB 249 241 125 CMYK 4 0 64 0 HEX f9f17d
RGB 253 219 203 CMYK 0 16 16 0 HEX fddbcb
RGB 206 222 242 CMYK 17 7 0 0 HEX cedef2
RGB 48 48 131 CMYK 100 100 12 2 HEX 303083
Visual identity
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Typography The typography used is an expression of the informal spirit of the content of my projects. For the headings, I adopted a handwritten typeface to communicate more effectively with the youth. The typeface used for the subheadings and body text is a rounded sans serif. It promotes a clear and smooth reading of the body text without being tiring to the reader’s eyes. The combination of both typefaces reinforces the strong message of affinity with the young target audience, greatly emphasizing the brand’s uniqueness.
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Brand guidelines
Visual identity
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Headings DK Lemon Yellow Sun, Regular
abcdefghijklmnopqrst uvwxyz 1234567890 Subheadings Gotham Rounded, Medium
Bold
ABCDEFGHIJKLMNOPQRSTU
ABCDEFGHIJKLMNOPQRSTU
VWXYZ abcdefghijklmnopqr
VWXYZ abcdefghijklmnopqr
stuvwxyz 1234567890
stuvwxyz 1234567890
Body text Gotham Rounded, Book
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
1234567890
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Friendly
tone of voice
You t
hfu
l
l
u f p
l e H
Warm Dete
rmin
ed
Brand guidelines
Visual identity
ly d r o W
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Adv e
ntu
g n i ar
C
rou s
n e p e
D
Resolute
Po
e v i t si
e
l b a d
Competent
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Illustrations The illustrations I created for my deliverables depict concepts related to culture shock and moving abroad. The main character often appears in the illustrations while performing daily activities in their international student life. Textures have been used in each artwork to further capture the attention of a young target audience. Each piece was hand-drawn, coloured and textured with Procreate and then edited with Photoshop.
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Brand guidelines
Visual identity
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Brand guidelines
Visual identity
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Final projects
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Book The book consists of 120 pages full of information, reflection exercises and illustrations to support international students during their tough cultural adaptation process. Easily accessible, the book “LIKEHOME” would serve as a real aid for anyone experiencing culture shock.
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Primary deliverable
Final projects
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Primary deliverable
Final projects
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Video The video created as a secondary deliverable of my thesis is meant to provide information on culture shock and promote the availability of the book “LIKEHOME”. The video can be freely viewed through the client’s official YouTube channel.
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Secondary deliverable
Final projects
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Secondary deliverable
Final projects
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Time management
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180h
160h
140h
my hours The graph on this page shows the
120h
100h
number of hours spent working on each task to complete the final thesis.
80h
From the analysis of the graph, it’s possible to see that the time spent on the primary deliverable is about
60h
half of the total hours. Keeping track of the tasks and hours, from week to week, has helped me improve my
40h
time management.
30h
20h
11h
Presentations
Meetings
My hours
Time management
170h Total hours:
408 105h
68h
24h
Primary
Secondary
Deliverable
Deliverable
Process Book
YES! and other tasks
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Project evaluation
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My journey The journey towards the completion
I feel I have challenged myself in
of my thesis was challenging but
many ways. One example was using
extremely satisfying. I have practiced
my voice to narrate the video I have
editorial design, motion graphics and
created as a secondary deliverable.
illustration skills, empowering myself as a graphic designer. Thanks to the
In conclusion, I would like to thank
feedback I received each week from
my parents, who are always with me
my professor, I have successfully
despite the thousands of kilometres
created my thesis projects. The most
between us. I am in Canada thanks
challenging aspect of the process
to them and their love. I would like
was balancing the workload and the
to thank Valerio, my life partner, who
time available. On the other hand, I
has been by my side along the whole
have enjoyed the whole experience
process and has constantly pushed
of research and development of my
me to move on. Finally, I thank myself
design thesis. I am extremely happy
for my determination. I am proud to
with my progress and results, even
be here and to have studied graphic
though English is not my language.
design at George Brown College.
My journey
Project evaluation
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references
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References
Project evaluation
Statistics
Client
“Table 37-10-0164-01 Postsecond-
http://www.costi.org/
ary Graduates, by International Standard Classification of Educa-
Mockups
tion, Institution Type, Classification
https://creativemarket.com/
of Instructional Programs, STEM
webandcat/3513768-Book-Mock-
and BHASE Groupings, Status of
up-Set
Student in Canada, Age Group and Gender.” Statistics Canada, 2017,
https://creativemarket.com/
www150.statcan.gc.ca/t1/tbl1/en/
Graphicbars/4185626-Multi-De-
tv.action?pid=3710016401.
vice-Mockup
Rudden, Jennifer. Accommodation
Mood boards
Type of International Students in Canada 2018. 26 Aug. 2019, www. statista.com/statistics/946404/ international-students-housing-canada/. “Canada Had Another Strong Year of Growth in 2019.” ICEF Monitor - Market Intelligence for International Student Recruitment, 26 Feb. 2020, monitor.icef.com/2020/02/ canada-had-another-strong-yearof-growth-in-2019/. “The Student’s Voice: National Results of the 2018 CBIE International Student Survey.” Canadian Bureau for International Education, 2018.
https://unsplash.com/ https://www.pexels.com/ https://pixabay.com/
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