GONZALO GODINEZ Mash & Brew Ltd. Arcade / Brewery December 3rd 2020
GONZALO GODINEZ Senior Project Book December 3rd 2020
Bachelor of Technology in Visual Communications Visual Communications: Art + Graphic Farmingdale State College, State University of New York
Table of Contents
UNIQUE VALUE COMPETITION
INTRODUCTION Mash & Brew was created after recognizing a need for a socially acceptable atmosphere for video gamers to interact and engage outside of their comfort zones. The concept and brand Mash & Brew is the product of a series of events, research, and project development over Gonzaloâ&#x20AC;&#x2122;s senior year of college. Gonzalo has dealt with personal anxiety and social development issues since his childhood. He has used video games as a place for both solace and stress release to escape the issues in his everyday life. Playing games with friends in person, rather than just online, and taking the first steps to trying new experiences has helped him come out of his shell and develop into the social person he is today. Mash & Brew is a place for people like Gonzalo to break out of their routines, take comfort in the games they love, and try a few beers with new friends.
My Story Gonzalo has had trouble socializing in large groups. That’s not to say he doesn’t get along with people, he does enjoy socializing with known friends and family. However, when he’s put in a situation that requires him to be around a lot of people he doesn’t know very well, he tends to clam up and anxiety sets in. What is he supposed to say? How can he make small talk? Maybe he shouldn’t say anything at all? All of these questions begin to swirl in his mind before he opens his mouth to introduce himself. This feeling leaves him, and others like him, uncomfortable, anxious, and often reluctant to go out. Instead,
he often turns to video games to relieve stress in a way that feels more comfortable for him rather than going out for a drink or meeting up at a club. While playing games is fun and relaxing, it doesn’t exactly create the same social opportunities that going to a bar would do. Gonzalo’s brain is constantly fighting itself: he wants to go out and meet new people, but also want to stay home and play games. Staying home feels like the safer solution. Gamers in general feel much more at ease in environments they are accustomed to, both in real life and virtually. Habits are essential in video games: getting the proper combination of buttons memorized and timed right can make all the difference for players. When those habits are changed or broken, the anxiety sets in.
Gonzalo’s brain is constantly fighting itself : he wants to go out and meet new people, but also want to stay home and play games
Sometimes it’s easier to adjust to the change if it allows for some kind of personal benefit. Advancements in technology have allowed gamers to become more social together without having to meet face to face. Meeting people through online gaming via text and voice chat is certainly an easier experience because there is no awkward introduction or direct physical contact with other people. The people you are meeting online clearly have a common goal as well, which is to play the game at hand and coordinate appropriately to win. They speak the same ‘language’ and there is a feeling of camaraderie in playing the same games together. When people who play the same games meet together in real life, there can be a lot of hesitation and anxiety at first. However, with the rise of meet- ups like Comic Con, people are coming together in larger and larger groups to and feeling more comfortable to let their ‘geek’ shine through and meet on common ground. This begs the question, what can Gonzalo do to create a similar type of environment that would encourage gamers to go out, meet friends both old and new, and still feel comfortable?
My Story - Part II This bring us to the second part and solution of this project. While Gonzalo has a strong passion for video games and their history, he also has recently developed a passion for beer, the brewing process, and micro brewery culture. Over the last few years heâ&#x20AC;&#x2122;s noticed that micro breweries are becoming extremely trendy amongst the young adult crowd and have become a new way of socializing, rather than going to club or bars. The quality and variety of beer that a single micro brewery can produce is amazing and much more exciting than getting your standard ale poured from a bottle at an ordinary bar. Employees are happy to educate customers on the different varieties as well to help engage with customers and find
them their perfect fit, whether it be a lager, ale, IPA, stout, or even a hard seltzer. The variety accommodates all styles of people and taste buds. The experience and atmosphere created by micro breweries has been what has amazed him most, as it is really very relaxing and he gets that familiar feeling of camaraderie with the people he meets there. This similar feeling got Gonzalo thinking: what if he puts his love for games together with his new love for micro breweries? This could be the comfortable and safe environment needed to allow gamers to go out and socialize, without feeling overwhelmed if the location was geared towards their known habits.
What if he puts his love for games together with his new love for micro breweries?
Arcades used to play a large role in Gonzaloâ&#x20AC;&#x2122;s socializing experience when he was younger. Gonzalo was able to get out of the house and go to an arcade with friends where we would attempt to out-score each other in different games or simply hang out and have fun together. As an adult, getting to hang out at an arcade again would definitely bring back some nostalgic memories. Add craft beer to the mix, and you have Mash & Brew. Gonzaloâ&#x20AC;&#x2122;s proposed solution is to create a micro brewery within an arcade. The arcade would have games that could be played alone, and others that encourage socializing and being played with friends. Gamers would have their comfortable, known space with games they are already familiar with or can adjust to. They have an opportunity to meet new people and get to enjoy and learn about the craft beer world. The same is true for the beer drinkers - they would be drawn to the brewery to check out the latest brews in an environment they are familiar with, but now also have an opportunity to learn about video games and gaming culture. This mix of two very different worlds could be an excellent combination for fun in a safe and non- anxiety inducing place.
PRODUCT Mash & Brew provides the services of a brewery that is built within a fully functional arcade. There are several different areas for gaming including a classic stand up arcade stage in the center and a competition platform that can be seen from the entire facility. The brewery will have a bar area for individuals and seating section for larger groups to gather and relax. Mash & Brew provides these services as well as an overall atmosphere to its clients. Aside from the services of providing beer and games, Mash & Brew will also offer a unique product line of merch. Items would include branded products typical of both a brewery and an arcade, like pint glasses, t-shirts, coasters, and other accessories.
PRODUCT Mash & Brew is a brewery that is built within a fully functional arcade. They brew their own beer on a daily basis while maintaining a classic 80’s style open floor game room with a small kitchen for bar bites and lounge area for guests. Mash & Brew is creating an atmosphere that brings people together to enjoy the nostalgia, socialization, and fresh beer. This is a place for people to come and socialize without the scrutiny of fitting in or being a part of a ‘normal’ social construct. It is a place for gamers to feel comfortable, break away from their anxiety, and have a place to go on a Friday night. Mash & Brew customers can be themselves and meet new people that they normally would not while playing games alone at home.
Mash & Brew is creating an atmosphere that brings people together to enjoy the nostalgia, socialization, and fresh beer.
Mash & Brew will produce its own drinks both on tap and in cans for take-out. The arcade games will be chosen specifically to bring in that young adult crowd that will have memories of playing some of these games as kids and maybe still play them at home today. The atmosphere will have a modern twist on retro gaming. It would be the perfect environment to feel relaxed and meet up with friends to stay for a short round of Pac-Man or for a flight of the latest brews.
PRODUCT Mash & Brew will also have a small merch section for customers to purchase branded goods. Created branded merchandise will allow consumers to spread the word and advertise for Mash & Brew while also allowing them to feel like they are part of the community even when they are outside of the building. There is a main line of products including t-shirts, stickers, and glassware. Other seasonal items will be created and sold on a need-to basis such as beanies, snap-back hats, sweatshirts, as well as others. Team members who work for Mash & Brew will also be wearing these shirts as part of their uniform as well.
UNIQUE VALUE Mash & Brew is a unique solution to the problem of bringing adult gamers aged 21+ out of their homes while breaking free from their social anxiety and enjoying a fresh beer. The new brews will draw craft beer enthusiasts and bring them together with video game players to form new friendships in a relaxing and judgement free environment.
CURRENT PROBLEM ‘Grown ups’ are expected to be able to go out and socialize at bars, clubs, or other locations that revolve around large crowds. However, not everyone is fit for this particular type of social lifestyle. Instead, a lot of people with social anxiety turn towards gaming and staying home to do so. Even if they wanted to try going out on the town, there is not a place for people to come and socialize without the scrutiny of fitting in or being a part of a ‘normal’ social construct.
A lot of people with social anxiety turn towards gaming and staying home to do so.
People surveyed prefer to stay home over going out.
Consumers prefer craft beer over big brand beer.
Consumers would travel to a video game themed brewery.
UNIQUE VALUE PROPOSITION Mash & Brew offers an exceptionally valuable experience to craft beer enthusiasts, video gamers new and experienced, as well as those looking to engage in social activities in a safe environment. Anyone looking to relax and enjoy themselves has something to gain and benefit from here, as there is no shortage of activities or a lack of variety in brews. Video gamers with general anxiety that are looking to find a way to socialize with other fellow gamers would benefit the most from Mash & Brew.
COMPETITION No other business out there right now provides this specific type of entertainment and socially accepting environment. Mash & Brew is a unique solution to the problem of bringing gamers out of their homes while breaking free from their social anxiety and enjoying a fresh beer. There are several similar businesses that provide arcade and video games as entertainment or a space to fresh enjoy craft beer, but no space allows for both simultaneously.
PRIMARY COMPETITION The primary competitor business to Mash & Brew is a small chain of arcade bars called Barcade located in New York City. At Barcade, one could sit and enjoy a brew from their extensive beer list at the bar or play one of dozens of classic stand-up arcade machines. While this establishment may have similar features to Mash & Brew, there is one very distinct difference between the two establishments. Mash & Brew will be producing their own beers on site. Stills will be located within the building so that customers will actually be able to see the manufacturing process of their beverages being made. Canning and take-away growlers will also be available to take fresh beer to go. Barcade does not produce their own beverages on site. They focus more on importing beers from breweries across New York and in the general
Customers will actually be able to see the manufacturing process of their beverages being made
Being able to produce fresh, original brews at Mash & Brew will attract the craft beer customers we are looking for as well as the gamers. Barcade has many different classic arcade games available for customers to use while enjoying a beer, but they do not have a lot of space or areas that encourage socialization. Mash & Brew has a specific lounge area for people to take a break, relax, and hang out in larger groups, as well as having plenty of games that require multiple players. The majority of games available at Barcade are only single or two player games, which do not push the same amount of socialization that Mash & Brew does.
SECONDARY COMPETITION Mash & Brew does face competition from the large family style gaming business with bars and restaurants inside of them. There are a few of these chains in the New York area, but for the purposes of this assignment, Dave & Busterâ&#x20AC;&#x2122;s will be used as a more specific example. Dave & Busterâ&#x20AC;&#x2122;s is a large facility that hosts adults and their families who are looking to play games, have fun, and eat a meal together. They also hold birthday parties and corporate events for visitors looking to gather and celebrate a special occasion together with games, drinks, and food. There are some classic arcade machines, but the majority of the games lean towards something normally found at a carnival or game center. For example, they have skee-ball machines, beer pong simulators, basketball, billiards, and even bowling. Most of their games are geared towards sports and physical activities with a team.
There are some classic arcade machines, but the majority of the games lean towards something normally found at a carnival or game center.
Mash & Brew is certainly going to be a place for social interaction, but it will go about this in a very different way. The games will be more classic arcade style with a modern twist for all games, online games, and competitions. Mash & Brew will not be about physically participating in a sport. Generally speaking, most video game players are not attracted to sports as others are, which is what keeps them inside in front of a screen in the first place.
Mash & Brew will be an adult 21+ establishment that will not be filled with children running around and distracting some of the more serious gamers.
The lack of these games will actually draw the specific crowd intended for Mash & Brew because they will be more comfortable with gaming styles more familiar to them. Mash & Brew will be an adult 21+ establishment that will not be filled with children running around and distracting some of the more serious gamers. Corporate events and adult birthdays will absolutely be available and encouraged, but of course not for children. Bar bites and small plates of food will be available to share from a small kitchen on premise at Mash & Brew, but it will not be the same full sit-down restaurant that is offered at Dave & Busterâ&#x20AC;&#x2122;s.
OTHER COMPETITION Other competitors to consider for Mash & Brew are the hundreds of craft breweries that seem to be popping up regularly across the United States right now. Craft beer is trending and there seem to be new locations with new themes popping up in every neighborhood. With competition like that, Mash & Brew will have to ensure and enforce strict brew standards to keep up with local competition. Flavor profiles in new beers will have to be familiar enough to have a solid foundation that will attract craft beer fans in the beginning, without being afraid to experiment and branch out with time. Gamers may not be used to the variety available in the beer world, so a strong foundation line will be important for them as well.
Seasonal drinks and experimental flavors based on local ingredient availability will have to be well thought out and changed frequently. Limited availability will encourage customers to come in sooner rather than later in order to try a brew that may not be around for too long and was created in limited supply. This will also always guarantee fresh beer, as something new is always on the way. Having an arcade will very obviously allow Mash & Brew to stand out from other breweries in the area, but so will the process of being able to create new brews more frequently on site.
Cr a ft Brewer y
A rc a de Tap & Barrel
Having an arcade will very obviously allow Mash & Brew to stand out from other breweries in the area, but so will the process of being able to create new brews more frequently on site.
Ba r St yl e
TARGET AUDIENCE There are three specific personas that would make up the ideal audience for Mash & Brew. The audience that Mash & Brew expects to attract will be introverted video gamers, craft beer enthusiasts, and perhaps the type of person that is into a little of both and just looking to have a good time with friends. These personas are the ideal candidates for customers of Mash & Brew and make up the target audience for this business.
Silent Gamer Personality Introvert Extrovert Gamer
Miles is doing just fine with the way things are going in his life, he does wish that things could be easier for him when socializing in person.
Demographics Job: Location: Hobbies: Family:
Accountant Long Island suburbs Online gaming Single no roommate
Goals He yearns for a group of buddies that share his passion for games that he can unwind with after a long day at the office, or even to feel comfortable finding a partner to go out with somewhere.
About Miles Miles Stevens is a 28 year old accountant at a local accounting firm not far from where he lives in the suburbs. He makes a reasonable salary for his position and has very little living expenses, aside from his bills and online gaming subscriptions. He has his own apartment and lives alone without a roommate or partner. Miles was bullied and picked on a lot during his school years, which has caused a lot of anxiety and doubts of depression during his life. He feels very much alone in the world, even in a large room surrounded by others.
He is very used to doing every day activities alone because this is how it has been for him for most of his life.
Gaming is more than a hobby to Miles; it is a passion. He loves that he can break free of his normal social anxiety and talk with people who have a common interest online so easily.
Miles has never had a serious romantic partner and while he wishes he could become more involved with someone, he finds breaking the ice with someone new to be extremely tedious and anxiety inducing
Crushable Craft Crusader Personality Introvert Extrovert Gamer
Scott is very happy with himself and his social life, but his passion for craft beers is beginning to hit a stalemate.
Demographics Job: Location: Hobbies: Family:
Advertising Designer Lives in NYC Loves to travel Single, with room mates
Goals He is a huge craft beer enthusiast that loves exploring New York City and all of the entertainment and nightlife it has to offer
Home habits Hangs out with room mates light work from home, likes reading catching up on Netflix series, and plans trips with his roomies
About Scott Scott Oâ&#x20AC;&#x2122;Malley is a 27 year old advertising designer that appreciates good art and good beer. Scott has always been a social butterfly and has always flourished in settings that can put him at the center of attention. He started drinking while away in college but could not explore his taste preferences since he was still underage at the time. After turning 21, Scott began going to craft breweries and found that he really enjoyed learning about the variety of beer available, getting to taste everything and recognizing the differences, and relaxing in the usually laid-back atmosphere offered by a brewery. Whenever Scott is planning a business trip or vacation, he is sure to find a new brew along the way.
Scott enjoys bike riding and often plans weekend trips all over New England to ride bike trails with friends and hit up the local brewery in the neighborhood he is visiting.
Craft breweries are very trendy right now and after a certain point, they are all beginning to look the same to him 42
Life of the Party Personality Introvert Extrovert Gamer
She enjoys socializing but is starting to feel like going out is more of a chore than an event.
Demographics Job: Social Media Content Creator Location: New York City Hobbies: Experiencing new things Family: Single
She works from home when ever she is able to, hangs out with friends
Angela is a 26 year old social media content creator for a firm in New York. The agency she works for creates content for a number of large corporations and she enjoys using her creative talents and marketing skills every day. Angela grew up in the suburbs of the city and continues to do so now. She works in the office and works from home when the schedule allows. Angela played a few video games when she was younger, specifically on an original NES system that she shared with her siblings. When it comes to going out, Angela is not afraid to strike up a conversation with strangers and try new drinks that appeal to her. She enjoys socializing but is starting to feel like going out is more of a chore than an event.
Angela enjoys her small group of friends from work and will occasionally go out for a drink or two when invited.
The â&#x20AC;&#x2DC;sceneâ&#x20AC;&#x2122; in the city and the bars in the suburbs are all beginning to look the same to her. There is a lack of diversity.
Goals Moving up within her company, and continues to stay up to date with current trends. She would love to expand her social group, and explore some of those nostalgic feelings when she plays old games
CULTURAL RELEVANCE In order for Mash & Brew to be a successful business enterprise, Mash & Brew had to define the culture they are targeting. They did this by interviewing many young adults at least 21 years of age that would be considered ideal customers of Mash & Brew. These individuals were found online through Google Surveys, social media posts, at gaming conventions, at breweries, and even at local bars across Long Island. All of the responses were considered as to how they could help cultivate the environment Mash & Brew is meant to embody. Questions during the interview process ranged from what a potential customer likes to do for fun, to how far they would be willing to travel to find a new hang out, and even asked if they ever felt uncomfortable going out because of social anxiety. Finding about how potential customers prefer to spend their time would allow Mash & Brew to create an accepting environment in the community for everyone and create events that would attract a regular crowd.
CULTURAL RELEVANCE Craft Brewery + Social Arcade ? When interviewing individuals about Social Anxiety in gamers. An overwhelming 90% of respondents agreed that, an 80’s/90’s arcade coupled with a craft brewery experience themed around video gaming. Would
be the perfect setting for people suffering from social anxiety. They would come out for games which would also allow for better interaction around a general crowd.
I haven’t tried craft beer but if given the opportunity I would. I enjoy arcade games, they have a special place in my heart. I would like to be able to visit a place like that where there are arcade games but its more geared towards adults then kids and the video game theme definitely makes it special. Dave & Buster’s are for kids and parents. I have visited arcades. I would definitely see myself going to a place that has a theme after video games which also produces their own brand of craft beer and would travel to get there.
Retail dollar sales of craft beer increased 6%, up to $29.3 billion, and now account for more than 25% of the $116.0 billion U.S. beer market.
Billions 35 30 25 20 15 10 5 0
Retail dollar sales of craft beer in the United States from 2011 to 2019
19.6 10.1 11.8
2011 2012 2013 2014 2015 2016 2017 2018 2019
Gamers play their games with a friend, either cooperatively or competitively online
VISUAL STRATEGY Mash & Brew is all about creating a fun and nostalgic atmosphere for beer fans and gamers alike. It has a classic 80â&#x20AC;&#x2122;s arcade style with a modern twist that can be seen in everything from the branding to the layout and design of the building. Mash & Brew is meant to be synonymous with the idea of energy and an electric safe haven for those looking for a judgement-free socialization experience. The logotype, illustrations, images, and other branding elements truly reflect the intentions of Mash & Brew and the environment they are maintaining.
VISUAL TOOLKIT PRIMARY LOGO AND MARK
The logo for Mash & Brew was created to mimic the bright and attractive neon lights of a classic 80â&#x20AC;&#x2122;s arcade. The soft glow around the edges is also reminiscent to neon signs seen in bars and restaurants from those times as well. The look is a modern take on old school style. The original logos have evolved tremendously since their creation, working from an enclosed box style look to the more dynamic final version seen now. Color variations for black and white purposes do not need to use the glow effect seen in the color versions. This slight variation is still consistent with the overall branding style, but creates a much cleaner look for specific printing and legibility purposes.
Final Logo & Mark
VISUAL TOOLKIT BRAND COLORS
The colors selected for Mash & Brew are very important to the overall brand persona. Color will fundamentally affect how the brand is perceived by potential customers, therefore making its selection extremely valuable and precise. Consistency is also just as important across all branding materials as well. The bright and exciting colors chosen are meant to be eye catching and make someone want to participate in the fun Mash & Brew has to offer.
CMYK % 46 % 100 % 47 % 44
RGB 100 0 59
CMYK % 83 % 38 %8 %0
RGB 0 133 187
CMYK % 36 % 100 % 36 %9
RGB 158 31 99
CMYK % 100 % 99 % 31 % 22
RGB 40 37 97
CMYK %0 % 88 % 23 %0
RGB 239 68 126
CMYK %6 % 97 % 99 %0
RGB 224 40 38
CMYK %0 % 65 %0 %0
RGB 241 125 177
CMYK % 57 % 50 % 12 %0
RGB 123 126 172
CMYK %7 % 38 % 100 %0
RGB 234 165 27
CMYK %1 % 13 % 100 %0
RGB 255 214 2
The typography for Mash & Brew was also specifically selected to communicate the brand style and energy to potential consumers. There are several approved typefaces used throughout Mash & Brewâ&#x20AC;&#x2122;s branding in order to communicate different messages and establish hierarchy in their advertisements. The main typeface used for advertisements and large headlines Neon Future, which can also be seen in the Mash & Brew logo. This font is only to be used as a display typeface. The Avenir Next family is used in a few areas depending on the need. It is used as the body copy typeface and the bold headline. This clean font allows for easy reading of larger blocks of text with consistent headlines. Screaming Neon is also used for occasional sub headlines as well to create contrast.
Brand Font - Neon Future
Aa A G N T
B C D E F H I J K L M O P Q R S U V W X Y Z
Headings - Avenir
Aa ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 12345678790
Others - Screaming Neon
Aa ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1 2 3 4 5 6 7 87 9 0
VISUAL TOOLKIT PHOTOGRAPHY
Photography used in several different areas within Mash & Brew branding and advertisements. These images must all appear to be consistent with the branding and lifestyle that Mash & Brew has created. Acceptable images typically are taken in full color at a dynamic angle and use high contrast lighting and color correction.
MARKETING STRATEGY The success of Mash & Brew is, of course, reliant on customers coming in the building, playing games, and sticking around for a few drinks. Therefore, proper marketing is imperative. Mash & Brew is looking to market themselves to adults young and old 21 years of age and up. Each ideal persona group is going to need to be marketed towards specifically in order to reach them and bring them in.
MARKETING STRATEGY How is it used for each persona
Social Anxiety Gamer - Market campaign Gamers with social anxiety: People who enjoy gaming but have a hard time being in social situations. They are very into only what they know and do not like breaking out of their comfort zone.
Gaming Stores (local) Ads/ Flyers promoting gaming Events/Cross promoting (brought to you by East end Gaming, Bohemia) Facebook Gaming Groups (local) Long Island Gamers United NYC Comicon Badge Holders Gaming Subscription Services
Gaming Podcast (local) Craft beer Consumers People who love the craft brewery scene. They enjoy going out trying new styles and flavors of beer. These consumers know what they like and are exploratory by nature.
CAGCast - Live events through Twitch, Youtube.
Craft beer consumer - Market campaign Social media (local) Twitter, Facebook local beer scene groups. Youtube channel. Instagram with stories on our beer making progress. Upcoming craft brew - styles, labels and designs. Craft beer shows/festivals Select beer tasting presentations along with new experimental editions un-released at our location. Driving curiosity from current and future consumers. Kiosk design created with the aesthetics of Mash & Brew.
General Consumer - Market campaign General interest in craft beer General interest in video games Social Media Multi-sided platforms Consumers interested In: Arcade gaming or craft beer consumption
Includes all social media clubs and groups for people who have an active socializing life style. Active Living Groups whom search new kinds of experiences and share information with each other.
Promoting via our Youtube and Twitch channels, of upcoming events, competitions, concerts and 80’s theme Karaoke night.
News Updates - E-mail Newsletter Blast
Seasonal craft beer news about upcoming styles and flavors 3 weeks ahead of release.
Seasonal theme nights during special weeks all year round. Including but not limited to Holidays, New Years Eve, Halloween, 80’s and 90’s Decades gaming system or popular game release events.
Restaurant Facebook Groups
M&B SWAG Drink ware
Mash & Brew Key Rings
Mash & Brew Tokens
Mash & Brew Theme Coasters
Mash & Brew Embroidered Poloâ&#x20AC;&#x2122;s
CRAFT BEER LABELS
ADVERTISING Social Media ads
Outdoor Mass Transit ad
Long Islandâ&#x20AC;&#x2122;s only Arcade/Brewery
Acknowledgments I would like to open with this quote
Life Begins at the end of your Comfort Zone
This past year has certainly been one to talk about for years to come. The adventure which I embarked on has definitely shattered my comfort zone. I am glad I did it, wasnâ&#x20AC;&#x2122;t easy and could not have been possible without all of you. You who have helped me along in one way or another, I am forever grateful. Thank you Meaghan for your unyielding support, wisdom and steadiness. You became my pillar of strength. Thanks for all of the sleepless nights, helping each other out in our projects, learning from each other and working as a perfect team, through all the madness. It really means the world to me. Thank you to my children, for understanding my temporary absence from the fun stuff, and allowing me time away from distractions. Thank you to Professor Thwing, you always were able to give me the hope to see the brighter side of my infinite stacking stress. The positive side of things, your wisdom and poise is really unremarkable, you really saw something in me which I couldnâ&#x20AC;&#x2122;t experience until now. I
would also wish to thank Professor Klaess for your unreal organizational approach to your teachings. They have certainly made a profound change in the way I think out my ideas and analyze my design compositions. I will never look at Typography as I do now thanks to you sir, plus Kraftwerk is an acquired taste but it lead me to others that are more my thing, so thanks for that. In all honesty, thank you to all of my professors for your knowledge. Thanks for pushing me past the threshold of sanity, and making my tireless nights mean more then insomniac gaps of time and space. To all of my classmates through these insane semesters, thank you for all of the productive chats, and the support we gave one another, that was invaluable to me. Lastly but not least to my parents, especially my mom who chose to make her own adventure with my sister and I. Bringing us to this land of opportunity I love you very much. Thanks to all from the bottom of my heart. - G3
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I m a g e r y Us e d S e r n a d a s P i c a h t t p s : //u n s p l a s h .c o m /p h o to s /1p m j B b U3 c 3 o We s l e y T i n g e y h t t p s : //u n s p l a s h .c o m /p h o to s /mv Ly H P R G LC s S i g m u n d h t t p s : //u n s p l a s h .c o m /p h o to s / 2 S9 P N B _ P DZ s B e r m i x St u d i o h t t p s : //u n s p l a s h .c o m /p h o to s / 3 _ ko U - n H Q p E D r e w Fa r w e l l h t t p s : //u n s p l a s h .c o m /p h o to s / 9 R L k3 Z p u l U k S o m e o f t h e i m a g e s u s e d i n t h i s E b o o k a r e u s e d p u r e l y fo r a e s t h e t i c p u r p o s e s , w i t h n o i n te n t fo r p r o f i t . A r c a d e p o s te r by Ke l s e y S m i t h