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YOU DON’T HAVE TO BE PERFECT TO BE SUCCESSFUL 15.1 Final Project GR 620 OL Visual Thinking Mary Disbrow

CHILDREN UNDER PRESSURE

YOU DON’T HAVE TO BE PERFECT TO BE SUCCESSFUL 14.1 MAJOR PROJECT / DEPLOY GR 620 OL VISUAL THINKING MARY DISBROW


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL

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Why is this campaign important and what will we be creating to push out our message?

CHILDREN UNDER PRESSURE CREATIVE BRIEF


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

CREATIVE BRIEF

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CHILDREN UNDER PRESSURE OBJECTIVE: Educate children that failure is a normal part of life and that their small successes can build to big success.

OUR MESSAGE: You don’t have to be perfect to be successful.

BACKGROUND: Children, especially teenagers, are going through so many changes at this age: social, academic, physical, etc. When added pressure and stress is put on children, the complications from these changes get exacerbated and can cause young people to act out in a negative way. Young people need to know that it is ok to have failures, but that we need to learn from those failures and move forward in a positive way. They also need to be told that the small successes should be celebrated as those successes build to the bigger successes.

TARGET AUDIENCE: Primary: Young people (12-18 years old) who are in their most impressionable years and are under a great amount of pressure and stress both emotionally and academically.

WORDS THAT CREATE OUR MOOD: Accomplished: Acknowledging small successes while learning from our mistakes/failures helps to create a well-rounded person. Encouragement: Young people need to feel encouraged even when they are having a hard time at a given part in their life. Celebrated: Acknowledging children’s small successes is just as important as celebrating the big successes. The small successes are what shape and mold us so we can have the bigger accomplishments.

Secondary: Parents of children as they are often one of the major reasons for a lot of the added stress in their kids’ lives. They want to make sure their kids are perfect and they are determined to do whatever it takes to get them ahead in life. Tertiary: Grandparents, educators, and friends that are in constant contact with children and have opinions to how they are being raised and what they are doing to get ahead in life. WHAT WE ARE CREATING: The Pressure Kit: Create a kit for young people to take with them that will help them to cope with their stressers. It should be a kit that can be easily carried in a backpack or a bag. Mobile App: This app would have information on how to deal with stress and have things like breathing exercises. It will also have a social aspect where people can share stories or connect with people that are going through similar issues. The Fun Day: This would be an event at schools where the students don’t have class for the day, but rather come to school to have a day of fun as well as to release some of the pressure.


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL

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How can we help solve the problems of our consumers so we deliver content that is relevant and useful?

CHILDREN UNDER PRESSURE CREATIVE BRIEF


MARY DISBROW GR 620 OL

PERSONA 1

15.1 CHILDREN UNDER PRESSURE

FINAL

“I love hanging out with my friends and drawing whatever I can imagine, but I don’t have much time for these things.”

DEMOGRAPHICS AGE: 12 Years Old OCCUPATION: Trying to make it through the eighth grade LOCATION: Honolulu, HI

LIFESTYLE • • • • • • •

Maintains a 4.0 GPU because her parents say that is how she gets into college. Dreams of working at Pixar, but it is not a “real” job like a doctor or lawyer. Has two younger siblings that she feels she has to be the perfect role-model. Started preparing for the SATS because those scores help determine colleges. Spends about three hours a day on homework so she won’t fall behind. Loves to dance the hula, but this does not help her to be successful in life. Sometimes struggles socially at school because she is not in the “cool” crowd.

PERSONAL TRAITS Energy Happy Tired Relaxed Stressed

ANNA NGUYEN

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MARY DISBROW GR 620 OL

PERSONA 2

15.1 CHILDREN UNDER PRESSURE

FINAL

“My kids are my world and there is nothing that I wouldn’t do for them to make sure they have the best life.”

DEMOGRAPHICS AGE: 33 Years Old OCCUPATION: Physical Therapist LOCATION: Davis, CA

LIFESTYLE • • • • • • •

Determined to get her twin boys into the best school for academic success. Introduced her boys to tennis so they have a sport for college applications. Lives in California so she is determined to have her boys learn Spanish. Tries to limit the amount of screen time because it stifles imagination. Buys only organic groceries because she read it is better for brain growth. Wishes she lived closer to her mom because she was a teacher for 35 years. Moved to Davis so her boys would have access to amazing public schools.

PERSONAL TRAITS Energy Happy Tired Relaxed Stressed

JENNIFER GALLARDO

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MARY DISBROW GR 620 OL

PERSONA 3

15.1 CHILDREN UNDER PRESSURE

FINAL

“Retirement has been amazing because I get to spend as much time as I want with my grand kids.”

DEMOGRAPHICS AGE: 64 Years Old OCCUPATION: Retired Educator LOCATION: Boston, MA

LIFESTYLE • • • • • • •

Thinks the education system only worries about scores and not development. Believes music helps to expand the mind for a more enriching life. Loves to take is grandkids on vacation because it exposes them to new cultures. Worried his special needs grandkid will not get the help he needs at school. Mentors his kids to make sure grandkids are meeting educational milestones. Makes his grandkids read a book a week because they don’t read enough. Doesn’t understand social media and worries it hinders social skills.

PERSONAL TRAITS Energy Happy Tired Relaxed Stressed

MICHAEL HENDRICKS

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL

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What is the mood of our campaign and how do we create assets that evoke that mood?

CHILDREN UNDER PRESSURE CREATIVE BRIEF


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

INITIAL MOOD BOARDS HAPPY

CELEBRATED

ENCOURAGMENT

INITIAL MOOD BOARDS

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15.1 CHILDREN UNDER PRESSURE

MARY DISBROW GR 620 OL

FINAL MOOD BOARD

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FINAL

FINAL MOOD BOARD The final mood for the campaign is something that is bright and cheerful in order to give off a feeling of encouragement to counter the strong emotions that come along with pressure.

Art

Layout

Objective Photography

Situational Photography

Color/Textures

Situational Photography

Color/Texture

Art

Objective Photography

Layout

Objective Photography

Art

Layout

Color/Texture

Situational Photography

Layout

Situational Photography

Color/Texture

Art

Objective Photography


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL

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What are the steps that were taken to create a logo that speaks to our objective?

CHILDREN UNDER PRESSURE LOGO DEVELOPMENT


15.1 CHILDREN UNDER PRESSURE

MARY DISBROW GR 620 OL

LOGO DEVELOPMENT

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LOGO DEVELOPMENT

Steps STEPS STEPS small

STEPS small

Steps mall

MALL

small

STEPS

Small T E P S

small STEPS

small STEPS

small STEPS

STEPS small

STEPS

STEPS

S P E T Small

small

STEPS small

small

smallsteps

small STEPS

small

mall

small

STEPS

steps

small

STEPS

small STEPS small STEPS

small STEPS small STEPS

small STEPS

small STEPS

small STEPS

small STEPS

small STEPS

small STEPS

small

STEPS

STEPS

small

small

STEPS

small small

mall

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STEPS small

STEPS

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small

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small

small

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STEPS

small

STEPS small

STEPS small

STEPS small

STEPS small

STEPS small

STEPS


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL

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What does this look like and how does this create the mood for the overall campaign?

CHILDREN UNDER PRESSURE FINAL LOGO


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL LOGO

FINAL

FINAL LOGO

SMALL STEPS: This name speaks more to the positive of what the project is trying to communicate. We want to move away from putting too much pressure on kids and celebrate the small successes or “small steps” in their growth.

COLOR OPTIONS:

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL

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What are the different elements that will be used across the different assets that are created?

CHILDREN UNDER PRESSURE ANNOTATED VISUAL SYSTEM


MARY DISBROW GR 620 OL

VISUAL SYSTEM

15.1 CHILDREN UNDER PRESSURE

LOGO:

TYPEFACES: Clean/simple logo that shows a step.

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HEADLINE:

AZO SANS BLACK

SUB-HEAD:

Titling Gothic Light

BODY COPY: Rogliano Light Color Options:

PHOTOS:

Show children happy and in a positive light in order for the customer to know that things can be encouraging even under pressure.

GRAPHIC ELEMENTS:

Use overlapping graphics to symbolize building blocks or small steps of encouragement.

COLORS:

C: 5

C: 35

C: 65

C: 60

C: 65

M: 40

M: 90

M: 35

M: 20

M: 60

Y: 70

Y: 35

Y: 0

Y: 90

Y: 60

K: 0

K: 0

K: 0

K: 0

K: 40

R: 213

R: 164

R: 97

R: 114

R: 76

G: 155

G: 67

G: 146

G: 144

G: 77

B: 104

B: 114

B: 201

B: 96

B: 77

PMS:

PMS:

PMS:

PMS:

PMS:

2432C

2055C

2135C

7489C

405C


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL

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How do a series of posters work within the system and also work together as well as individually?

CHILDREN UNDER PRESSURE POSTER SYSTEM


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

POSTER DEVELOPMENT:

POSTER DEVELOPMENT

FINAL

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL POSTER SYSTEM

FINAL

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL POSTER SYSTEM

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FINAL POSTERS:

The posters set the initial tone of the campaign. By using bold colors and blocky headline type, it is meant to give off the feeling of fun and to be a bit light-hearted. While the subject is dealing with too much pressure, the main message is that we need to celebrate the small stuff and enjoy the steps it takes to get to where we are going.


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL

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How can we create a toolkit that has all of the necessary information that can be easily carried?

CHILDREN UNDER PRESSURE DELIVERABLE 1 — TOOLKIT


MARY DISBROW GR 620 OL

TOOLKIT PIECES: FOLDER BOOKLET INFORMATION CARD

15.1 CHILDREN UNDER PRESSURE

FINAL TOOLKIT

FINAL

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

TOOLKIT FOLDER: FRONT FOLDER COVER

Alternative Front Covers

INSIDE FOLDER COVER

The folder is meant to be used and carried so people can refer to it’s contents when they are dealing with different pressure. The folder houses the booklet and the information card.

TOOLKIT FOLDER

FINAL

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

TOOLKIT INFORMATION CARD

FINAL

TOOLKIT INFORMATION CARD:

The information card is a simple card that is in the folder. There are three different cards with each one showcasing one of the main key words for the campaign. The cards lead the user to the app where they can find more information.

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MARY DISBROW GR 620 OL

TOOLKIT BOOKLET

15.1 CHILDREN UNDER PRESSURE

TOOLKIT BOOKLET INSERT:

FINAL

The booklet is in the folder and offers information on what too much pressure does to children as well as shares tips and tricks to deal with added pressure and stress in young people.

COVER:

INSIDE FRONT COVER:

TABLE OF CONTENTS:

SPREAD 1:

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MARY DISBROW GR 620 OL

TOOLKIT BOOKLET

15.1 CHILDREN UNDER PRESSURE

TOOLKIT BOOKLET INSERT CONTINUED:

SPREAD 2:

SPREAD 3:

SPREAD 4:

INSIDE BACK COVER:

FINAL

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL

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How can a mobile app help the consumer when dealing with pressure?

CHILDREN UNDER PRESSURE DELIVERABLE 2 — APP


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

MOBILE APP

FINAL

MOBILE APP LIVE:

The app further builds on the booklet and it is a place for people to go to get more resources on how to deal with pressure as well as how to help young children who are dealing with stress and anxiety. The app is a good source for information as well as a place where people can connect with other people to build a support community.

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

MOBILE APP

MOBILE APP HOME PAGE:

The opening page will open to a different screen with an encouraging word each time you open the app.

FINAL

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

APP

MOBILE APP PAGES:

The pages of the app are meant to be fun and be something light in a world that has a lot of pressure.

FINAL

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL

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How do we communicate our message at an event with different types of signage?


MARY DISBROW GR 620 OL

EVENT

15.1 CHILDREN UNDER PRESSURE

EVENT GRAPHICS:

FINAL

The event is meant to be a fun day where people can connect with other people dealing with stress in young children and it is also a place where people can go to learn as well as just have a day of fun.

OUTDOOR HANGING BANNERS BILLBOARD FLYER HANDOUT August 31 San Francisco

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

OUTDOOR HANGING BANNERS: The outdoor hanging banners will be used to build awareness for the event at the event location.

EVENT

FINAL

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

EVENT

FINAL

BILLBOARD:

August 31

San Francisco

The billboard is used to bring awareness about the event with signage that is not at the venue. This will be large signage that will have a quick read for the viewer where they will be able to learn about the event, date, and location.

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

EVENT

FINAL

FLYER HANDOUTS:

FLYER FRONT:

Alternative Fronts:

FLYER BACK:

The flyer will be used as a handout for participants when they enter the event. This will give a schedule of the different things happening during the day as well as the times and locations.

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MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL

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Too much pressure causes a lot of unecessary stress on young children. We want to show that life should be fun and that we need to learn to celebrate the small successes.


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

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SOURCES: IMAGES:

CONTENT SOURCES: Shutterstock Rawpixel.com Photo ID: 1051726577

Are children under too much pressure? https://www.debate.org/opinions/are-children-under-too-much-pressure The Dangers of Putting Too Much Pressure on Kids https://www.verywellfamily.com/the-dangers-of-putting-too-much-pressure-on-kids1094823e Reducing Academic Pressure May Help Children Succeed https://www.apa.org/news/press/releases/2012/03/academic-pressure

Shutterstock PR Image Factory Photo ID: 669080395

Under Pressure https://www.drlisadamour.com/under-pressure/ How to Quit the Quitting Habit: Why Kids Give Up Too Early and What To Do About It https://galileo-camps.com/why-galileo/blog/how-to-quit-the-quitting-habit-why-kidsgive-up-too-early-and-what-to-do-about-it/?utm_source=2019Email&utm_medium=email&utm_campaign=190723_quitquitting_regfams

Shutterstock Tatiana Chekryzhova Photo ID: 1383862793


MARY DISBROW GR 620 OL

15.1 CHILDREN UNDER PRESSURE

FINAL

YOU DON’T HAVE TO BE PERFECT TO BE SUCCESSFUL 15.1 Final Project GR 620 OL Visual Thinking Mary Disbrow

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Mary Disbrow GR 620 OL Final Project  

Small Steps Final Presentation for Academy of Art GR 620 OL

Mary Disbrow GR 620 OL Final Project  

Small Steps Final Presentation for Academy of Art GR 620 OL

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