CESA Process Book

CESA

PROCESS BOOK Sydney Gahr

CONTENTS 02 Proposal 03 Creative Brief 04 COVID-19 Impact 05 Company Name 06 Logo 12 Infographics 20 Outdoor Advertising 24 Swag 26 Social Media 32 Clickable Prototype Website 36 Works Cited CESA PROCESS BOOK 1

Proposal My design project proposal subject is critically endangered animals as of 2019.

I will develop a nonprofit wildlife protection company that just focuses on critically endangered animals that might become extinct within the next year through designing a logo and coming up with a name. Some critically endangered animals I had in mind were Amur Leopard, Black Rhino, Bornean Orangutan, Cross River Gorilla, Hawksbill Turtle, Malayan Tiger, and Sumatran Elephant.

My project will include a social media marketing campaign, swag, outdoor advertising, infographic poster, email design, clickable prototype website, and blog posts.

The Swag My nonprofit receives funds through donations. Therefore, I will develop promotional incentives to donate to the cause. The incentives will all be eco-friendly swag like t-shirts, reusable water bottles, reusable straws, cloth tote bags, and plant-seed bookmarks.

If people donate X amount, then they will receive the promotional items that will be advertised through my social media marketing campaign.

2 SPRING 2020

Social Media Marketing Campaign My social media marketing campaign will be applied to multiple social media platforms like Facebook, Twitter, and Instagram to reach a wide variety of audiences and show versatility in my designs. I will have two social media marketing campaigns: promotional and informative. For the first campaign, I will choose between 3 and 5 critically endangered animals and design the post image for each. The second campaign, I will promote donating through posting of the swag. For example, donate X amount to amount to receive the t-shirt in the mail. To showcase my social media marketing campaign, I will make fake accounts with the company name and logo to post my designs.

Please note, if I make fake accounts instead of doing mockups to showcase my marketing campaign, I will have a discloser in the bios stating it is for a senior design project. At the show, I was thinking to provide QR codes to scan that go to each social media platform.

Outdoor Advertising and Infographic Posters The outdoor advertisement series will be an expansion of my social media informative post. The posters would be displayed in public areas like bus shelters, bus posters, and billboards.

The infographic posters will cover facts about the animals that makes people want to save them and how the animal became critically endangered to begin with: loss of habitat, pollution, poachers, natural disasters. Also, how many of that animal is left in the wild. I will design the infographic posters for print and for web. The print poster will be designed for a typical poster like 11 by 17 to be used for inside advertising. The web poster will be at max 600 pixels and will be used on a website or emails.

I was envisioning displaying the print infographic posters on the wall above the desktop computer.

Blog Post I will be designing a blog post for each critically endangered animal. The content of the blog post will be aligned with the infographic posters and will serve to further educate people. The blog post will have its own page on my prototype website and can be attached to the social media post through a link.

Email I will design emails that people will receive when they subscribe to my company’s email. The email content will be of the blog, infographics, and promotional items. The email will serve as an update on the critically endangered animals and what we are doing as a company to help. As a company, we may advertise we help rebuild habitats or protect reserve land with the donations we receive.

Prototype Website I will design a clickable prototype website with a homepage, a page that shows all the critically endangered animals that will link to each animal own page, and a blog page that will link to each individual blog that is responsive. So, I will design my website for the phone, tablet, desktop, and laptop. The prototype will be made through high fidelity wireframes in Adobe XD. I was envisioning at the show a computer being part of my display, so guest can click through my prototype.

Process Book As part of senior project, I will design and showcase a process book. The process book will show the development of the company’s logo, social media marketing campaign, swag, outdoor advertising, infographic poster, email, clickable prototype website, and blog post.

Creative Brief Goals:

First Stage:

Budget:

Our goal is to decrease the number of animals on the critically endangered list.

We want to educate the public on what they can go to help prevent extinction, which starts with donating to our cause.

We want these critically endangered around for many generations to come.

The first stage will take up the first two weeks of the project for research and brand development. A visual audit of similar companies will be the first on the list along with coming up with a name and designing a logo. While developing a logo, the research and beginning stages of designing the infographics will occur.

• T-shirts: $20 • Water Bottle:$25 • Reusable Straws: TBD • Tote Bag: $10 • Plant-seed bookmarks: $6 • Infographic Posters: $20 • Process Book: $30 • Total: $111

Objective: The goal of the project is to increase brand awareness and donations through social media marketing and advertising, while educating the public. We want people to believe in the cause.

Target Audience: We are aiming to reach the audience from young adults to adults in their mid 50’s. We want followers to believe in our cause and spread the word to their friends and family about what they believe in. Also, we want to target people that have the means to donate and be proactive about changing the world around them.

Deliverables: • Swag Items • Social Media Posts • Clickable Protype Website with Blog • Outdoor Advertisement • Infographic posters (3) • Email Design • Process book

Second Stage: Now that the branding is on its way, it time to apply it to the swag items and finalizing the infographic posters. The wireframes of the website will start to be built along with the designing of the social media post and outdoor advertisement. This stage will take no longer than three weeks.

Third Stage: The last stage will be finalizing the clickable prototype website, designing emails, and putting together the process book. Also, I will be putting finishing touches of any deliverable that are not complete yet. I am estimating for about a week for this stage.

CESA PROCESS BOOK 3

COVID-19 Impact My project was impacted by COVID-19 in multiple ways. Due to the adjustment of having in class in person to completely online, I decided to scale down my project. I took out designing a email from my project, so I had more time to focus on my infographics. And the clickable prototype website portion of my project. Furthermore, I designed two fewer swag items due to limitation on producing mock ups to show online.

I originally was going to have all my swag items printed to have physical material to showcase at the exhibit.

Lastly, for my clickable prototype website I only did one information page and blog for a critically endangered animal instead of all three species I chose due to time constraint.

4 SPRING 2020

Another factor to consider due to COVID-19 was critique of my project suffered. Having class in person allowed for critique of my project twice a week and the switch to online class meant I only got feedback once a week. Also, online critique takes longer and the quality went down. It was a challenge for my fellow classmates to give feedback when they could not see a design up close and computers lagged.

With that said, I believe my project turned out good and all of my designs work despite the circumstance.

Company Name Before I designed my logo, I needed a name for my company. I knew I wanted the name to include critically endangered, since that was the core of the company. In the end, it came down to which name when said out loud sounded the best and which abbreviation was not already taken. So, I went with Critically Endangered Species Association (CESA).

Wildlife Critically Endangered Society (WCES) Wildlife Critically Endangered Association (WCEA) Critically Endangered Wildlife Society (CEWS) Critically Endangered Wildlife Association(CEWA) Critically Endangered Wildlife Foundation (CEWF) Critically Endangered Species Society (CESS) Critically Endangered Species Association (CESA) Critically Endangered Species Organization (CESO) Critically Endangered Species Foundation (CESF) CESA PROCESS BOOK 5

Visual Audit My visual audit consisted of researching potential competitors who also protect critically endangered species. The visual audit revealed that my competitors tend to use animals as their mark to symbolize their brand and the colors black, blue, green, and orange were prominent.

Therefore, I knew what to stay away from when designing my logo in order to stand out including certain type faces.

6 SPRING 2020

Logo Sketches After I completed a visual audit of potential competitors, I began sketching. My sketch phase was not long. I discovered that I knew I wanted to develop a mark using my company’s initials, and I did not have much success sketching my vision.

So, I switched to vectorizing my ideas instead as you will see on the next page.

CESA PROCESS BOOK 7

Vectorization Throughout my exploration with vectorizing my logo ideas , I wanted my mark to represent a home or shield in order to concatenate protecting critically endangered wildlife. I chose to go with the shield after considering that a mark of a home can be received as a home improvement or real estate company.

As my mark evolved I went with more of a recognizable shield shape by changing the angle of the top of the shield and got rid of the border.

8 SPRING 2020

Color When I began choosing a color for my logo, I was leaning toward blue and green, but those two colors together did not stand out from my competitors that well. So, I landed on using green and grey. I chose green for the mark because the blue or grey seemed cold and defensive instead of inviting.

CESA PROCESS BOOK 9

Finishing Touches My mark did not truly come together until I used one point perspective to get the angle just right on the letter crossbars and rounded the edges.

10 SPRING 2020

Final Lockups My final lockups consist of a vertical and horizontal version, so there is a versatility in placement of the logo within designs. One of the biggest changes in my logo was the logotype going from a monotype to a sans font.

CRITICALLY ENDANGERED SPECIES ASSOCIATION CRITICALLY ENDANGERED SPECIES ASSOCIATION

CRITICALLY ENDANGERED SPECIES ASSOCIATION CRITICALLY ENDANGERED SPECIES ASSOCIATION

CESA PROCESS BOOK 11

Infographic I began the design of my infographics through sketches in order to have a rough idea of layout before I went digital. The sketches helped flesh out layouts that were not that successful.

12 SPRING 2020

CESA PROCESS BOOK 13

Initial Layouts My initial digital designs of my layout had a few design flaws. But, I was still gathering all of the content and deciding on images to use to show the animal.

One of the biggest issues was the flow of information and the use of white space through out.

ASIAN PANGOLINS: NUMBERS UNKNOWN

Philippine

Chinese

28

TONS OF SCALES

72

=

THOUSAND

Indian

95%

POPULATION DECLINE

$600

PER KILOGRAM

80

160

240

14 SPRING 2020

It was estimated that between 1980 and 2018 there was a population decline of 95% on the north and 85% on the south side of Palawan Island.

Poachers can now receive up to US $600 per kilogram for a pangolin compared to $14 in the 1990s.

320

An estimated of 300 pangolins are killed every day by poachers seeking scales, skin, blood, and meat.

The scales are often used in traditional medicine.

CRITICALLY ENDANGERED SPECIES ASSOCIATION

Sunda

All 4 Asian species of pangolins are critically endangered: Philippine, Chinese, Sunda, and Indian.

28.2 tons of pangolins scales were seized by Singapore between two shipment busts in April 2019. The 28.2 tons of scales were estimated to come from over 72,000 pangolins.

Tens of thousands of pangolins are trafficked in one year, which makes them the most trafficked non-human mammal in the world.

KORDOFAN & NUBIAN GIRAFFES: CRITIICALLY ENDANGERED

RHINO RAYS: THE WORLD’S MOST THREATENED MARINE FISH

90%

POPULATION DECLINE

Nubian

The Kordofan giraffe has lost 90% of its population since the last 1980s with numbers as low as 2,000.

Similarly, the Nubian giraffe has lost 98% of its populations and only lives on protected lands.

Kordofan

Reticulated

There are nine subspecies of giraffes with 3 species being considered critically endangered: Kordofan, Nubian, and Reticulated. The other 6 species of giraffes are the Thornicroft’s, West African, Rothschild's, Angolan, Masai, and South African .

15 Rhino Rays species were added to the Red List's critically endangered cateory in 2019. There are 6 species of giant guitarfishes and 10 species of wedgefishes making only 1 species of wedgefishes that is not critically endangered.

1989

114,416 2015

Giraffes bones are becoming the new ivory.

There were 21,400 bone carvings, 4,789 bones, and 1,903 bone pieces imported to the U.S. between 2006 and 2015.

1 KG FIN 80%

POPULATION DECLINE

The Rhino Rays population has delcined 80% over the past 40 years with the population being down 86% in the past 5 years. Wedgefishes and guitarfishes are now the most threatened marine fish in the world.

CRITICALLY ENDANGERED SPECIES ASSOCIATION

=

68,293

2019

47,600

Mature giraffes’ numbers declined by 40% in the last 30 years. Also, there are less than 100,000 total giraffes left in the wild today, which means there are more wild elephants in Africa than giraffes.

$1,000 USD

One large Rhino Ray fin can fetch up to US $1,000 for shark fin soup, which weighs about 1 kilogram.

Wedgefishes have two dorosal fins and a large tail lobe that are used in the soup.

800 1600 2400 3200 4000

Only about 17% of the international shark fin trade is regulated, which makes it easy for wedgefishes and giant guitarfishes to be illegally overfished. With that said, two wedgefishes species may already be extinct: clown wedgefish and false shark ray.

Giraffes are sought after by trophy hunters in Africa.

Between 2006 and 2015, U.S. hunters imported 3,744 dead giraffes, since they are not protected under the law.

CRITICALLY ENDANGERED SPECIES ASSOCIATION

CESA PROCESS BOOK 15

Midway Progress As I continued to work on my infographic posters, I needed to address several issues. The image of the critically endangered animal needed to be better incorporated into the design along with having a better flow of information. At this stage, the content and graphics on the infographic were finalized.

ASIAN PANGOLINS: THE MOST TRAFFICKED, NON-HUMAN MAMMAL IN THE WORLD

4

667 PANGOLINS

All 4 Asian species of pangolins are critically endangered: Philippine, Chinese, Sunda, and Indian.

Tens of thousands of pangolins are trafficked every year. 667 pangolins were seized in 39 wildlife trafficking busts from 2001 to 2017.

95%

POPULATION DECLINE

It was estimated that between 1980 and 2018 there was a population decline of 95% on the north and 85% on the south side of Palawan Island.

CRICKETS

TERMITES

Philippine

PANGOLIN DEFENSE When threatened Pangolins roll up in a ball to use its scales as a shield, which makes it is easy for poachers to catch them in the wild.

ANTS

One adult pangolin can eat up to 70 million insects in one years, whcih means they play the important role of pest control in their ecosystem.

Indian

= 16

Chinese

$600

PER KILOGRAM

Sunda Poachers can now receive up to USD $600 per kilogram for a pangolin compared to $14 in the 1990s.

28

TONS OF SCALES

80

160

240

An estimated 300 pangolins are killed every day by poachers seeking scales, skin, blood, and meat. The scales are often used in traditional medicine.

16 SPRING 2020

320

28.2 tons of pangolins scales were seized by Singapore between two shipment busts in April 2019. The 28.2 tons of scales were estimated to come from over 72,000 pangolins.

26,000

SEIZED IMPORTS FROM 2004 T0 2013

We need to ensure the U.S. market for pangolin products is zero by supporting the pangolins protected under the Endangered Species Act.

GIRAFFES SUBSPECIES SILENT EXINCTION: KORDOFAN & NUBIAN

RHINO RAYS: THE WORLD’S MOST THREATENED MARINE FISH

15

99%

OF RANGE COUNTRIES DO NOT PROTECT RHINO RAYS

15 Rhino Rays species were added to the Red List's critically endangered category in 2019: 6 species of Giant guitarfishes and 9 species of Wedgefishes.

80%

POPULATION DECLINE

The Rhino Rays population has declined 80% over the past 40 years, and has decreased 86% in the past 5 years. Australia is the only safe haven for 4 species.

Blackchin Guitarfish

Sharpnose Guitarfish

Only 8 out of 88 countries that are part of the Rhino Rays range have specific conservation measures to protect them. We need to support local trade regulations before they go extinct.

79%

TaiwaneseWedgefish

Whitespotted Wedgefish

Kordofan

The Kordofan giraffe has lost 90% of its population since the 1980s, with numbers as low as 2,000.

Similarly, the Nubian giraffe has lost 98% of its population and only lives on protected lands.

Bottlenose Wedgefish Giant Guitarfish

4,0000

Bowmouth Guitarfish

Nubian

Giraffes bones are becoming the new ivory.

Between 2006 and 2015, there were 21,400 bone carvings, 4,789 bones, and 1,903 bone pieces imported to the U.S. legally.

= 200

Clown Wedgefish Widenose Guitarfish

SmoothnoseWedgefish

125

Halavi Guitarfish

In 2019, CITES moved to regulate trade in giraffes and thier body parts and was approved by a vote of 106 in favor, 21 voted against, and 7 abscentions in Africa.

90%

Clubnose Guitarfish

African Wedgefish

OF AFRICA COUNTRIES VOTED IN FAVOR TO REGULATE TRADE

POPULATION DECLINE

28,092 BONE IMPORTS

Broadnose Wedgefish False Shark Ray

3

There are nine subspecies of giraffes with 2 species considered critically endangered: Kordofan and Nubian. The other 7 species of giraffes are the Reticulated, Thornicroft’s, West African, Rothschild's, Angolan, Masai, and South African .

ACACIA TREE

In Mauritanie, the number of small fishing boats went from 125 in 1950 to almost 4,000 in 2005. There has been no recent sighting of the False shark ray that lives off of Mauritania.

800 1600 2400 3200 4000 Giraffes are sought after by trophy hunters in Africa.

Between 2006 and 2015, U.S. hunters imported 3,744 dead giraffes where their parts are traded legally and largely untracked in the U.S..

STINGRAYS CRABS SHRIMP Rhino Rays are bottom feeders of the ocean that they inhabitat. They mostly eat shrimp, crab, and shellfish (although scientist have recently discovered that their diet includes stingrays).

17% REGULATED Only about 17% of the international shark fin trade is regulated, which lead to illegal overfishing of Rhino Rays. Two wedgefish species may be extinct: the Clown wedgefish and the False shark ray.

$1,000 USD One kilogram of large Rhino Ray fin can fetch up to $1,000 USD. This fin, along with the dorsal fin and tail lobe of Wedgefishes is used in shark fin soup.

Acacia trees are giraffe main food source, but the numbers of trees are decling forcing Giraffe to overbrowse. When Acacia tress are overbrowsed, they release a toxic chemical called Tannin through the leaves , which in return hurts the Giraffes digestive.

1989

NO PROTECTION

Currently, the U.S. does not recognize as Giraffe as endangered, even though, they do qualify under the Endangered Species Act that protects any species that is in danger of becoming extinct.

2015

114,416

68,293

2019

47,600

Mature giraffes’ numbers declined by 40% in the last 30 years. Also, there are less than 100,000 total giraffes left in the wild today, which means there are more wild elephants in Africa than giraffes.

CESA PROCESS BOOK 17

Final Design When finalizing my design of my nfographics, I still needed to resolve minor issues: margins, footer color, and title hierarchy. Once I corrected those design flaws, my last step was mocking up the infographics for the online senior exhibition.

ASIAN PANGOLINS: THE MOST TRAFFICKED, NON-HUMAN MAMMAL IN THE WORLD

4

95%

667 PANGOLINS

POPULATION DECLINE

All 4 Asian species of pangolins are critically endangered: Philippine, Chinese, Sunda, and Indian.

Tens of thousands of pangolins are trafficked every year. 667 pangolins were seized in 39 wildlife trafficking busts from 2001 to 2017.

It was estimated that between 1980 and 2018 there was a population decline of 95% on the North and 85% on the South side of Palawan Island.

CRICKETS

Philippine

PANGOLIN DEFENSE

When threatened pangolins roll up in a ball to use their scales as a shield, which makes it easy for poachers to catch them in the wild.

TERMITES

ANTS

Pangolins play the important role of pest control in their ecosystems.

One adult pangolin can eat up to 70 million insects in one year.

Chinese Indian

600

= 20 DEAD

USD PER KILOGRAM

Sunda Poachers can now receive up to 600 USD per kilogram for a pangolin compared to 14 USD in the 1990s.

28

TONS OF SCALES

80

160

240

320

An estimated 300 pangolins are killed every day by poachers seeking scales, skin, blood, and meat. The scales are often used in traditional medicine.

CRITICALLY ENDANGERED SPECIES ASSOCIATION

18 SPRING 2020

28.2 tons of pangolin scales were seized by Singapore between two shipment busts in April 2019. The 28.2 tons of scales were estimated to come from over 72,000 pangolins.

26,000 SEIZED IMPORTS

We need to ensure the U.S. market for pangolin products is zero by supporting the protection of pangolins under the Endangered Species Act.

https://www.iucnredlist.org/species/136497/123586862 • https://www.nationalgeographic. com/animals/mammals/group/pangolins/ • https://news.mongabay.com/2019/04/theextinction-clock-ticks-for-the-little-known-philippine-pangolin/ • https://www.independent. co.uk/environment/pangolins-world-day-most-trafficked-mammal-scales-meat-china-africawwf-a8214726.html • https://www.savepangolins.org/what-is-a-pangolin

GIRAFFE SUBSPECIES: KORDOFAN & NUBIAN SILENT EXINCTION

RHINO RAYS: THE WORLD’S MOST THREATENED MARINE FISH

15

80%

POPULATION DECLINE

15 Rhino Rays species were listed as critically endangered in 2019: 6 species of giant guitarfishes and 9 species of wedgefishes.

Blackchin Guitarfish

The Rhino Rays population has declined 80% over the past 40 years, and has decreased 86% in the past 5 years. Australia is the only safe haven for 4 of the species.

Sharpnose Guitarfish

99%

OF RANGE COUNTRIES DO NOT PROTECT RHINO RAYS

Only 8 out of 88 countries that are part of the Rhino Rays range have specific conservation measures to protect them. We need to support local trade regulations before they go extinct.

Clubnose Guitarfish

Halavi Guitarfish

4,0000 125

African Wedgefish

CRITICALLY ENDANGERED SPECIES ASSOCIATION

28,092 BONE IMPORTS Giraffe bones are becoming the new ivory.

Between 2006 and 2015, there were 21,400 bone carvings, 4,789 bones, and 1,903 bone pieces imported to the U.S. legally.

The Kordofan giraffe has lost 90% of its population since the 1980s, with numbers as low as 2,000. Similarly, the Nubian giraffe has lost 98% of its population and only lives on protected lands.

Kordofan

ACACIA TREE

800 1600 2400 3200 4000 Giraffes are sought after by trophy hunters in Africa. Between 2006 and 2015, U.S. hunters imported 3,744 dead giraffes. Their parts were traded legally and largely untracked in the U.S..

STINGRAYS

SHRIMP Rhino Rays are bottom feeders of the ocean that they inhabit. They mostly eat shrimp, crab, and shellfish (although scientists have recently discovered that their diet includes stingrays).

90%

POPULATION DECLINE

Giant Guitarfish

2005 In Mauritania, the number of small fishing boats went from 125 in 1950 to almost 4,000 in 2005. There has been no recent sighting of the false shark ray that lives off of Mauritania.

CRABS

In 2019, CITES moved to regulate trade in giraffes and their body parts and was approved by a vote of 106 in favor, 21 against, and 7 abscentions in Africa.

Bottlenose Wedgefish

Whitespotted Wedgefish Bowmouth Guitarfish

There are nine subspecies of giraffe with 2 species considered critically endangered: Kordofan and Nubian. The other 7 species of giraffes are the Reticulated, Thornicroft’s, West African, Rothschild's, Angolan, Masai, and South African .

= 200 DEAD

Clown Wedgefish Widenose Guitarfish

Smoothnose Wedgefish

1950

79%

OF AFRICAN COUNTRIES VOTED TO REGULATE TRADE

Nubian Taiwanese Wedgefish

Broadnose Wedgefish False Shark Ray

9

17% REGULATED Only about 17% of the international shark fin trade is regulated, which led to illegal overfishing of Rhino Rays. Two wedgefish species may be extinct: the clown wedgefish and the false shark ray.

1,000 USD

One kilogram of large Rhino Ray fin can fetch up to 1,000 USD. This fin, along with the dorsal fin and tail lobe of Wedgefishes is used in shark fin soup.

https://www.iucnssg.org/press.html • https://www.wavetribe.com/blogs/eco/rhino-raysand-the-latest-extinction-list • https://www.independent.co.uk/environment/wedgefish-guitarfish-rhinos-of-the-ocean-extinct-conservation-illegal-fishing-a9077286.html • https://www. forbes.com/sites/melissacristinamarquez/2019/07/23/do-you-know-the-most-endangeredsharks-chances-are-no/#601b512b3648 • https://www.bbc.com/news/world-49466717 • https://theconversation.com/more-than-28-000-species-are-officially-threatened-with-morelikely-to-come-120430

Acacia trees are giraffes' main food source, but the numbers of trees is declining, forcing giraffes to overbrowse. When Acacia tress are overbrowsed, they release a toxic chemical called Tannin, which in return hurts their digestive system.

1989

2015

NO PROTECTION

2019

114,416 68,293 47,600 Currently, the U.S. does not recognize Giraffes as endangered, even though they qualify under the Endangered Species Act that protects any species that is in danger of becoming extinct.

CRITICALLY ENDANGERED SPECIES ASSOCIATION

Mature giraffes’ numbers declined by 40% in the last 30 years. Also, there are less than 100,000 total giraffes left in the wild today, which means there are more wild elephants in Africa than giraffes.

https://www.iucnredlist.org/species/88420742/88420817• https://www.bornfree.org.uk/ news/giraffe-critically-endangered • https://www.nrdc.org/stories/are-giraffes-endangered • https://www.cnn.com/travel/article/giraffe-us-endangered-petition/index.html • https:// www.biosphereonline.com/2017/01/30/giraffes-are-vulnerable-to-change/ • https://giraffeconservation.org/2018/11/14/giraffe-subspecies-update/

CESA PROCESS BOOK 19

Outdoor Advertising My initial outdoor advertising design was not consistent and needed a lot of work. But, I discovered what was working , which was using the shape of my mark to showcase the animal.

I also decided to find better mock ups for my final designs that did not contain harsh glares and angles.

20 SPRING 2020

Final Designs On the following pages, you will see my final designs. I used my mark shape throughout along with the same image and background. The final mock ups of my designs are clean and are squared for the online senior exhibition.

CESA PROCESS BOOK 21

22 SPRING 2020

CESA PROCESS BOOK 23

Swag My swag designs focused on my logo and company colors. In the beginning, I tried several mock ups to see which ones did my designs justice. I later decided to find a mock up that showed my swag items in a scene instead of a blank background.

24 SPRING 2020

Final Designs My final designs of my swag items came together in a scene and showcased my logo well. I chose to make the mock up square in order for all the final mock ups of my project to look cohesive online.

CESA PROCESS BOOK 25

Instagram My roughs for my Instagram designs had three major flaws: logo on the photo, rectangle shape, and text had no hierarchy. The logo on the photo was not needed because my Instagram profile picture is the logo. I decided on a square shape, so the post shape on the Instagram feed and my page matched.

26 SPRING 2020

Final Designs The final designs of my Instagram post came together quickly. My promotional post with my swag items was easily accomplished since I already a polished scene mock up that I just had to adjust minorly for two posts. The post for the animals went by fast too. I was able to pull the stock photos, color, and information from the infographics.

The biggest change was having the last image of the post pop by having it be a white background and colored text.

CESA PROCESS BOOK 27

28 SPRING 2020

CESA PROCESS BOOK 29

30 SPRING 2020

CESA PROCESS BOOK 31

Website I began designing my clickable prototype website though the use of a free Material Design UI Adobe XD kit. By using the kit as a starting point, I was able to design my website under the time constraint and unpredictable circumstance of COVID-19. My process included customizing the kit that matched CESA’s branding that I already developed through out my project.

For example, I changed the typography, color, and roundness of elements to match my logo. Furthermore, the kit did not include all the pages of the website that I wanted to include in my own clickable prototype website. The pages I added were designed from scratch from preexisting elements used on the provided pages to form a cohesive responsive website. Even though, I did take out designing a desktop size.

Another major change was making the donation form a pop up window instead of its own separate page for better usability for users. https://www.adobe.com/products/xd/ resources.html#panel-3

32 SPRING 2020

CESA PROCESS BOOK 33

Final Designs Once I finalized the design of the responsive website, it was time to make it a clickable prototype by connecting all of the wireframes. I built my website in Adobe XD, so I used the prototype tool to make it clickable. In the following image, the grey lines shows all the paths a user has from the phone homepage of the website based on the pages and donation pop up I built.

34 SPRING 2020

CESA PROCESS BOOK 35

Works Cited Weston , Phoebe. “‘Rhinos of the Ocean’ Will Go Extinct without Urgent Protection, Conservationists Warn.” The Independent, Independent Digital News and Media, 24 Aug. 2019, www.independent.co.uk/environment/wedgefish-guitarfish-rhi nos-of-the-ocean-extinct-conservation-illegal-fishing-a9077286.html.

Márquez, Melissa Cristina. “Do You Know The Most Endangered Sharks? Chances Are, No.” Forbes, Forbes Magazine, 24 July 2019, www.forbes.com/sites/melissac ristinamarquez/2019/07/23/do-you-know-the-most-endangered-sharkschances-are-no/#5ba7bc233648.

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36 SPRING 2020

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