Branding.

BRANDING. Luke Goldstraw

Published in 2021 by Laurence King Publishing 361-373 City Road London EC1V 1LR Tel +44 20 7841 6900 Fax +44 20841 6910 Email: enquiries@laurenceking.com © 2021 Laurence King Publishing Ltd Luke Goldstraw has asserted her right under the Copyright, Design and Patent Act 1988, to be identified as the author of this work All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any system storage and retrieval system, without prior permission in writing from the publisher.

A catalogue record of this book is available from the British Library ISBN: 978-3-16-148410-0 Printed in the UK

BRANDING.

Contents

01

Contents Introduction

6 8

Manifesto

10

Visual Learner Personal Aesthetic Design Inspiration Design elements: Font Design elements: Colour Design elements: Imagery Design Heroes 5 Core Concepts My Manifesto Creating A Mindmap Mindmap Development Colour Experimentation Screen Printing Manifesto Poster Manifesto Poster Development Final Manifesto Poster

12 14 16 18 20 22 24 44 50 52 54 56 58 60 62 64

02 03

Brand Communication

66

Picking An Issue Researching the issue Audience Profile Brand Analysis Brand Case Studies Design Brief Naming My Brand Logo Development Brand Application

68 72 78 82 92 96 100 104 118

Interactive Branding

124

Project Overview Audience/Supporter Needs Interactive Inspiration Interactive Design Brief Low Res Wire Frame Final Site

126 128 130 142 144 164

Bibliography

190

Introduction Brands surround us everywhere We look from large well known brands that everyone can recognise at a glance to smaller more independent brands.

The one thing all brands have in common is how they create an identity forming a set of values, aims and ideals that the brand holds themselves to.

Within this book I will explore my journey of creating a brand beginning with branding myself and the way I work as a designer with my own personal manifesto before going on to developing a static outcome for a ‘not for profit’ charity brand.

Using these outcomes I then explore how to create an interactive user centered experience that captures the values and aims of the ‘not for profit’.

Manifesto In the first section I will explore and analyse what inspires me as a designer looking into what influences feed into my own practice leasing towards the creation of my personal manifesto

01

012

Visual learner I draw in inspiration from the world around me by looking at objects Sketch booking and note taking helps me collect and organise my ideas Images inspire me and my work I greatly enjoy art and capturing the world in paints and ink the way I visualise it I learn best from being demonstrated how to do a task and then I can remember it I work through experimentation to see what design looks right

Positive

013

I can get easily distracted looking out of my window, at the room around me and glancing at down my phone I find it difficult to remember something without linking it to a visual image inside of my head I prefer letting my work speak for me and find it difficult to present my work to a large group I am easily distracted by noises around me so I need music to separate myself from my surroundings and focus on what I am looking at

Negative

014

Personal Aesthetic Here I have presented images which reflect my interests and what I love.

One of my biggest past times is playing video games, I particularly find the post apocalyptic setting and dystopian future of ‘The Outer Worlds’ and the Fallout series intriguing. In particular the Retrofutureism style of the in game corporations is especially of interest to me as the use of bold colours in its art style and type is reminiscent of Cold War nuclear propaganda. I also enjoy the beauty and geometry of natural formations especially unique stone formations and water reflections in lakes and the sea.

015

Poster from The Outer Worlds by Obsidian Entertainment

Vault Tec posters from Fallout games by Bethesda Studios

The Lone Wanderer and Dogmeat from Fallout 4

Photograph of Giant’s Causeway from The Independent

016

Design Inspiration I am inspired by Noma Bar and his clever use of negative space in his practice to generate forms and shape using black and white for it’s strong contrast with a single accent colour drawing in the viewers attention and creating areas of detail. I also really enjoy silhouette art styles particularly when the designer uses layers of different shades of a colour as it gives the illusion of depth within the piece.

Paper finishes being incorporated into the design is very interesting to me using various techniques to enhance the graphics and make pieces more interactive to the user.

017

Dynamic lighting for Alto’s Adventure by Harry Nesbitt

Front cover of ‘Negative Space’ by Noma Bar

Embossed, debossed, foil block and spot varnished card

Layered silhouette art style from Firewatch by Campo Santo

018

Design Elements: Font I prefer to use sans fonts for body copy text in my work as certain sans serif fonts I find difficult to read and follow when they are at smaller sizes. In the New Atten typeface I especially love the form of the lower case ‘t’ and how the ascender is built from a simple geometric triangle. In addition I also love type being brought into the real world using 3D effects such as paper folds, layering and cast shadows to enhance type with anew found level of depth. Incorporating type into imagery is also intriguing with designers like Ji Lee exploring onomatopoeia within type.

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‘Here is Real Magic’ front cover by Nate Staniforth

The Rift comic, cover by Nicholas Ely

Ji Lee, Word as Image project

020

Design Elements: Colour Through my work I am drawn to the colours I see within nature particularly the colour of the sky and how this dynamically affects the colour of the landscape as well as how these tones can be portrayed graphically. I like exploring using tones and tints of a single colour to display information within my design. On top of dynamic lighting I am also interested in using strong contrast with my colours in combination with negative space to create images out of shapes of bold colour. This effect can be seen in the Kill Bill poster where the hand defines the katana handle.

021

Firewatch dynamic wallpaper screenshots

Kill Bill Vol. 1 poster

022

Design Elements: Imagery I find that when images interact with the page and the type the outcome has a more sophisticated finish as all elements on the page add to one another helping with clearer communication. The layout of image and type in a grid with one of the columns being left empty balances the page making the information more digestible and visually appeasing. I am a very practical person who enjoys using paints and inks on to a variety of materials using different textures.

Moving forward I would love to find ways in combining my love for art with my passion for graphics.

023

Tempera on Cardboard piece by Valery Koshlyakov

Water stream reflection, Oil on canvas by Luke Goldstraw

Awareness can save the earth by Fulvio G.m. Vignapiano

024

Design Heroes I am attracted to Olly Moss’ work due to his ability to combine image, colour and negative space together in a way that communicates the themes and narrative details of the subject he is portraying.

Moss’ projects often relate to pop culture, video game art, poster prints for movies including Harry Potter and Star Wars as well as book covers.

His design philosophy of using layers of bold strong coloured silhouettes that are built from flat strong shapes with abstracted smaller details generates an immersive illusion of depth within his work from layers of 2D silhouettes. What I find fascinating about his work is the level of detail in the imagery such as capturing the scene of Mowgli talking to Kaa the snake within the tigers stripes.

Olly Moss

025

Olly Moss’ designed posters for ‘The Jungle Book’ and the game ‘Firewatch’

want to pitch you the “ Iweird thing. I will send

you a sketch that will take me eight hours to think of and five minutes to do.

- Olly Moss

028

Noma Bars use of negative space in his work is exceptional as his pieces usually consist of no more than three colours. Two colours to define the positive and negative space generating imagery within both spaces that interact with one another while the third colour is bright and bold used to emphasise detail. His use of negative space communicates meaning without the need for type.

Noma Bar is an Israel-born graphic designer, illustrator and artist currently working in the UK. I especially love his piece ‘Which Came First’ where he graphically posses the age old question ‘which came first, the chicken or the egg?’ using the contours and curves of the question mark as the chickens head with the dot as the egg.

Noma Bar

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Negative space work by Noma Bar

it comes to my art “ When work I would say that

I am a perfectionist, although my sketchbook, and my process, is a mess.

-Noma Bar

032

Looking at Paula’s work you can see that every element has been carefully and deliberately placed to both capture the essence of the subject the graphic is of as well as clearly communicating the intended meaning to the viewer through her use of type.

She has been working as a partner at Pentagon in New York since 1991.

I especially love her streamlining of ‘The Public Theater’ branding by giving it a single iconic and accessible identity through clever use of typography altering the width of the letters in ‘public’.

It is this idea of identity and meaning behind type beyond the written words which fascinates me about Scher’s work as type communicates feelings.

Paula Scher

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Cover of book for Paula Scher’s maps project along with ‘The Public Theater’ logo which Paula re branded

through mistakes that “ It’s you actually can grow.

You have to get bad in order to get good.

-Paula Scher

036

Ji Lee’s project ‘Word As Image’ where he explores and creates calligrams to capture the meaning of various words as an image utilising only the typographic elements of the word to display this meaning.

His work reminds me of onomatopoeia but with sight rather than sound is the meaning portrayed, some of his transformations are elegantly simple such as rotating ‘ill’ 90° clockwise revealing a figure laying down on a bed recovering from being ‘ill’ and extending the ends of the ‘c’ to enclose ‘condom’.

It is inspiring as his work made me have a greater appreciation of how kerning, scaling, positioning and orientation of type can enhance the texts meaning.

Ji Lee

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Selection of images from Ji Lee’s ‘word as image’ project

you give something, “ When just for the joy of creating, it always comes back on a much larger scale.

-Ji Lee

040

When I first stumbled across Eiko’s work I admired his patience, craftsmanship and level of detail he has with a craft knife to create these paper layered silhouettes where every layer communicates a different colour.

However, I then discovered him to be a master of deception and illusion...

Eiko Ojala’s work doesn’t consist of layered paper but instead of digital illustrations with nearly every shadow and highlight being digitally rendered along with the incorporation of photographic elements.

This discovery about Eiko’s work greatly intrigues me how you can recreate physical media on a digital platform.

Eiko Ojala

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Computer illustrated designs made to look like paper cut art by Eiko Ojala

enjoy producing “ Ithereally real world on my computer screen, It’s a bit like painting.

-Eiko Ojala

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5 Core Concepts Here I have explored the five concepts in design which are at the core of my own personal design practice.

Within my work I use these concepts and experiences to feed into my development and final piece.

When condensing everything that inspires me into five key points it made me reflect on my own personal creative journey and what parts of my design approach is most successful.

This way of breaking down my work has allowed me to discover for myself what type of designer I am.

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Negative Space

I find negative space in design generates images in which the viewer has to unravel like a puzzle and read deeper into like a good story. The viewer first sees the foreground of the image containing the most important information but as they look closer, forms, shapes and new information emerge to the surface from the negative space forming a natural and exploratory hierarchy of information.

I also love how broad negative spaces scope can be being used within images, layout design, typography and illustrations like that of Noma Bar’s beautiful imagery of interconnected shapes where the form of the positive space also captures an image in the negative space.

A good example of negative space in type is the font ‘Rig Shaded Bold Extrude’ which I have used for the heading of this page. I like how the areas of black appear behind the type captured in the negative space giving the illusion of a shadow being cast as if the letterforms had been cut from the page with a craft knife and lifted from the page like a hinge to cast the shadows. It is this varied, considered and elegant use of negative space which attracts me.

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Silhouette

Silhouettes are beautiful to me as the present the subject or object in its purist most simplistic form removing all distractions of texture allowing the viewer to see in greater depth it’s form. As a designer working with silhouettes you have the creative liberty of deciding what elements of the form you will keep in the positive space of the silhouette and what details to remove moving those areas into the negative space of the image.

This controlled depth in imagery reminds me of layered paper when I see silhouettes as it is as if you are looking through a hole cut with a craft knife revealing whats behind the image.

One designer who specialises his practice on the three dimensional depth created from layered silhouettes is Eiko Ojala and his digital illustrations of layered silhouettes that he carefully adds highlights and shadows to in order to give his designs the appearance of layered paper beautifully cut out and placed on top of each other. Silhouettes are also a large part of Olly Moss’ design work where he uses layers of colour shades as silhouettes to give his illustrated imagery great depth using block colours as well as dynamic lighting giving a strong sense of distance in his work.

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Nature Walks

I find walking through nature both calming and inspiring as it allows you to have time in peace on your own free from technology which bombards modern culture surrounding us everywhere we look. It is this momentary escape from technology that allows me to appreciate the beauty in the colours and forms of natural objects.

I am particularly interested in the wide range of shapes, colours and patterns which can be seen within skylines.

Depending on the weather, time of day and season the sky could be a swirl of vivid oranges and yellows, capture the purples and navy blues of the galaxy beyond or be a blank endless slate of white and grey. I enjoy finding ways of using these vivid colour schemes within my designs.

Another inspiring aspect of nature is bodies of water and how they reflect a distorted version of reality within them. This naturally occurring filter on the world is fascinating to me with its endless possible appearances.

My favorite season is Autumn as I can see the changing colours of leaves paving all the ground as skeletons of trees rise.

048

Texture

Exploration of materials is a large part of my creative process. I enjoy working with a variety of materials as they all have different texture and feels to them when you hold them. I especially love the varying textures of different paper and card and how the choice of paper can completely change the designs context and appearance giving it new meaning.

I also am fascinated with how you can apply finishes to different paper to create areas of varying texture such as embossing and debossing paper to generate three dimensional shape emerging from the surface of the page.

Spot varnishing and foil blocking can also be used to enhance specific areas of a design.

With paper I also enjoy using tools such as a craft knife and cutting out shapes with a laser cutter to take away from the page allowing me to create depth within my designs as I can use layers to make 3D graphical objects.

With these created 3D forms I also enjoy exploring shadows cast from objects and the textures that can be seen through these shadows as they can be hard edge and defined or soft and delicate.

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Colour

Colour in design is extremely important to me, I enjoy using both natural colours seen in untreated cardboard, leaves and the sky alongside colours that have a strong contrast in my work. I find that limiting my own colour pallet to a handful of colours greatly helps me communicate better as I find a wide range of colour within a piece of design can often confuse the meaning of the design if not executed properly forming distractions on the page.

To create greater depth on the page exploring the use of analogous colours is helpful as colours next to each other on the colour wheel used together gives an impression of a scale such as darker shades of blue being used to represent deep water while light blues mean shallow water on maps generating a hierarchy and meaning to variation in tones.

This Idea of colour creating meaning is demonstrated beautifully within information design and infographics like those seen in David McCandless’ book ‘Information Is Beautiful’ where in many of his designs, colour is effectively used in the communication of information to the viewer to differentiate visually the data that he presents to the viewer.

My Manifesto I am a visual translator. I enjoy translating the real into the digital by exploring the textures and material of objects finding ways in which I can rebuild my surrounding in my work. My approach to design is both considered and experimentational with a love to explore new ways of working.

Experimenting with different medias and materials is a large part of my creative process as I greatly enjoy painting, printmaking, paper cutting to create 3D graphical objects and 3D printing exploring how these elements interact with one another to create a final outcome. I revel in bringing my passion for fine art into my design work incorporating traditional medias within my digital designs.

In my work I love exploring the use of negative space and silhouettes within my imagery, typography and page layout to give my compositions greater balance. I find negative space in design so imperative to me as it generates images that the viewer must unravel like a puzzle and read deeper into like a good story. The viewer first sees the foreground of the image containing the most important information but as they look closer, forms, shapes and new information emerge to the surface from the negative space forming a natural and exploratory hierarchy of information. It is this feeling of exploration I aim to capture within my practice.

Silhouettes are beautiful to me as the present the subject in its purist most simplistic form removing all distractions of texture allowing the viewer to see in greater depth it’s shape. As a designer working with silhouettes, you have the creative liberty

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of deciding what elements of the form you will keep in the positive space of the silhouette and what details to remove moving those areas into the negative space of the image. This controlled depth in imagery reminds me of layered paper. One designer who specialises his practice on the three dimensional depth created from layered silhouettes is Eiko Ojala and his digital illustrations of layered silhouettes that he carefully adds highlights and shadows to in order to give his designs the appearance of layered paper beautifully cut out. I greatly relate to Eiko’s design philosophy of bringing material textures from the world into my own work.

“I really enjoy producing the real world on my computer screen, It’s a bit like painting.” Eiko Ojala I am primarily a visual learner who draws in inspiration from my surroundings, I love walking through nature taking in the various colours and forms around me to influence my work. I also explore different worlds and scenery through video games drawing inspiration from their varying art styles in particular Olly Moss’s beautiful, layered silhouette art within Firewatch. The work of Olly Moss inspires me due to his ability to combine image, colour and negative space together in a way that communicates the themes and narrative details of the subject he is portraying in which I strive to achieve through my own design.

I am a graphic designer to communicate the meaning in the world surrounding me to people in the people in the world around me.

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Creating a Mindmap Bringing together all my research into the five core concepts, my design heroes and my design inspiration I went on to develop a illustrated mind map capturing these values together in one piece that reflects me and my personal practice.

The piece is built up several coloured silhouette forming a profile of my face.

Each layers going deeper inside my mind captures the different ways in which I work and explore the world around me through walks in nature, design on my computer and my own art and practical design.

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My personal mind map using my own profile with the elements of how I like to work seen inside my head in colour layers

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Mindmap Development From the original flat layers of colour, I took inspiration from Eiko Ojala’s beautiful layered paper cut illustrations so I decided to develop the piece in Photoshop using the dodge and burn tool to create a 3D texture synonymous with layered sheets of cut paper. This addition has enhanced the mindmap greatly creating depth in the figures as if they are actually walking around inside the different layers of my mind.

Furthermore, the colour pallet of the design with the crimson sun set inside my head creates the image of a sunset with the varying warm shades of the sky. I greatly enjoyed playing with the negative space around the layers and how they interact with one another as in the full piece, the white strands form my beard on my chin but in the bellow layer it becomes a field of tall grass I am walking through giving multiple meanings.

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Using the dodge and burn tool in Photoshop to create a layered paper cut out effect

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Colour Experimentation I experimented with how the textured mind map would look like in a cold spectrum of colours varying from deep blues and purples to shades of teal and light blue. I find the power which colour choice has over the psychological meaning behind the piece as in a cool pallet, the pieces communicate a more peaceful, tranquil feeling compared to the energetic, feeling of joy captured with the warm yellows and oranges

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Colour variation experiments using cold colours instead of warm

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Screen Printing I was very excited to try screen printing for the first time for this project experimenting with exposing the various layers of stencils for each colour on to the screen, mixing up the right shades of inks and then running the ink through the screen with a squeegee on the print bed.

For the some of the birds and the cloud I wanted to keep the white of the background emerging through the other layers so In each layer I mage sure the screen blocked ink passing through these areas to preserve the white page underneath. It is this in depth, practical problem solving with the screen printing process which I enjoy the most.

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The final print outcome from my screen printing experimentation

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Manifesto Poster I find the creation of low res wire frame sketches for all my initial layout ideas allows me to see what layouts work successful in creating a strong composition where both type and imagery interact with one another in harmony to form a single piece.

From these sketches I was then able to develop my ideas further into InDesign using the assets.

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Sketches of potential manifesto poster layouts of type and image

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Manifesto Poster Development In the development of my poster I chose to use the typeface Rig Shaded Bold Extruded for the poster title as I had an idea of how to use the negative space in the type which only contained the extruded shadow of the letter forms as the positive shape.

I first coloured the type the same dark orange as the top layer of the mindmap image before going in with the burn tool in Photoshop to create a shadow at the edge of the type. This created the illusion that the type had been cut out of the poster the same way that the mindmap image had making the type and image interact with one another.

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Page layout sketches for the A2 manifesto posters layout to get a better understanding of composition

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Final Manifesto Poster In the final manifesto posters design, I have flipped the mindmap illustration and cropped it off the left hand side of the page with my manifesto text nicely laid out in a justified column to the right. This positioning of elements works well as within the hierarchy of the page, I am looking into my own manifesto guiding people to read about the way I work.

With the header I altered the text to say ‘What’s inside my head?’ rather than using the word mind because the piece covers my entire head and not just my mind so the wording was more appropriate at capturing the message I am trying to communicate with my personal manifesto.

Brand Communication In this section I have explored the design and research process to create static brand outcomes for a ‘not for profit’ charity brand

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Picking an Issue The first stage of this project was to brainstorm an issue in the current world to base my not for profit brand around. To do this I created a mindmap of all the large issues that I am passionate about boiling them down to three main issues to chose from being the issue of social isolation through national lock downs as a result of Covid-19, global warming leading to the ice caps melting leading to the endangerment of many species or a brand on protecting people from vaccine misinformation encouraging them to get vaccinated especially in light of the world wide vaccination effort to protect people from Corona Virus through immunisation.

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Due to Covid-19 governments across the globe have enforced national lock downs to reduce the spread of Corona Virus. As a result of this people have spent the majority of the year 2020 at home without any social interaction with people outside of their household. The experiences of this social isolation differs from person to person with some of the more vulnerable in our society being incarcerated in their own home for the entire year. This has led to increased feeling of loneness new found anxiety and in some cases depression.

Social isolation through lock down

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Global warming is an unprecedented worldwide issue that effects everyone on earth. In recent years, the increase to the atmospheres temperature has led to the attic ice caps to start melting along with ice beds becoming significantly thinner and in areas completely disappearing. These drastic changes to the landscape of the Arctic landscape have had a profound impact on the polar ecosystem in particular Polar Bears have been negatively effected. The ice caps melting means that the Polar Bears feeding grounds gets smaller as each year passes.

Global warming leading to ice caps melting

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Through initial research I have discovered that the largest platform for misinformation and disinformation surrounding Vaccinations originates from social media platforms.

This is because false information can be published by anyone without following regulations set out by WHO (World Health Organisation) leading to viewers to become confused about what they read being credible or not potentially coming to misinformed conclusions on the subject of vaccination due to their research stopping at social media platforms compared to trusted sites.

Protecting against vaccine misinformation

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Researching The Issue Following research around the three potential issues for my non profit brand to be based around I have chosen to go with the problem of how to protect against misinformation and disinformation surrounding vaccination particularly present on social media. I discovered from my initial research that in a report from Center for Countering Digital Hate (CCDH) that since Covid-19 there has been a growth in the anti-vaxx audience across all social media sites due to the platforms inaction. This motivated me to center my brand on the issue of protecting people from vaccine misinformation.

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When the information presented is false but was not released with the intention to cause harm or damage.

Misinformation

When false information is deliberately published with the malicious intention to cause harm and damage.

Disinformation

When genuine information is used with a distorted or missing context intended on causing harm.

Malinformation

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In a report from the University of Pennsylvania looking at how trust in medical professionals and a persons use of media are linked to their acceptance of common misinformed claims around vaccines.

In the sample of 2,500 people part of the report they discovered that users of traditional media are less likely to be misinformed about vaccines than social media users.

Another discovery from the survey that an individual’s level of trust in medical experts affects the likelihood that a person’s beliefs about vaccination will change. Those with a lower level of trust are more unlikely to change their opinion on vaccines.

Interestingly the report also looked into the percentage of people in the sample who were at least somewhat misinformed about vaccines allowing the research team to highlight the most common vaccine misinformation and the percentage of people who share this belief.

Vaccine misinformation study

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15%

18%

Vaccines cause autism

20%

Vaccines are full of toxins

19%

No difference if parents choose to delay vaccination of their children

It’s better to develop natural immunity to the disease

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How do vaccines work?

Vaccines contain a modified form of a virus or bacteria that is inactive and doesn’t cause the diseases but instead when administered to the body causes an immune response causing your body to produce antibodies to fight of the intrusion the same way it fights off other bacteria and viruses.

These specialist antibodies are remembered by the vaccinated persons body so if they were to become infected by the real virus or bacteria, these specialist antibodies are rapidly produced by the body to destroy the infection before it has a chance to make the person sick.

In the case of some diseases, multiple doses of the vaccine and booster shots are required to ensure lasting protection from the disease.

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What is herd immunity?

Herd immunity refers to when a population has stopped the spread of a disease through vaccination as enough people have been vaccinated against the bacteria or virus that the small percentage of people without the vaccine are protected from the disease as well ensuring all members in society are safe. The threshold to achieve herd immunity for the large majority of diseases is a 90-95% vaccinated population dependent on how infectious it is.

Why is it important that children are vaccinated if they can be protected through herd immunity?

For many diseases children, and in particular young children, are at the highest risk of the disease and also have the most severe illness. The best way to protect someone against a disease is to vaccinate them directly, rather than rely on indirect protection through herd immunity. If someone who is unvaccinated does become infected with the disease they will be completely susceptible. Furthermore, refusal of vaccinating children for this reason leaves children who are too young to be vaccinated or have a weakened immune system at risk.

No immunity

Some immunity

Herd immunity

Infected Susceptible Vaccinated

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Audience Profile When reviewing my research I have identified a specific issue surrounding parents and vaccination as within the UK approval from parents is needed to vaccinate children up to the age of 16 but parents who don’t get vaccinated are not only putting themselves at risk but also their child.

The parent and guardians number one priority is the safety of their children.

Parents searching for information surrounding vaccines often first stop is by looking on social media. The problem comes for the parent in knowing what information is accurate and credible.

Most importantly of all parents identify trust as a fundamental part of the vaccine decision making process. They want to be able to seek accurate information from health care professionals.

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Brand Values Family Protection Trust Security Safety Better future

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Brand Analysis When researching into different brands surrounding protecting against misinformation around vaccines I ran into the obstacle of sites such as Pinterest censoring and blocking posts mentioning vaccines in an attempt to limit the spread of misinformation across their platform.

To overcome this problem I decided to split my brand competition analysis down into two categories. The first being brands around protecting against misinformation generally and the second looking into the branding of major healthcare and vaccine research organisations.

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Colour From colour picking the logos of medical organisations I have found that contrasting form the misinformation protection brands, they all use cold colours in their pallet with the predominant use of different shades of blue.

This use of blue in the logos colour pallet is linked to the psychology of colours and their perceived association. In Western cultures, the colour blue often has clinical and medical connotations having been adopted by many medical and hospital brands through all their published media.

In conclusion I have learnt that if I want my brand to have a medical/ clinical aesthetic to it then the use of cold colours, in particular blue, is a great way to create a subconscious association to health for the viewer of the brand.

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Interestingly the colour pallet for misinformation protection brands are quite varied in their colour choice with the use of both cool and warm colour pallets. Breaking down the logos, these brands primarily use black and white within their logo particularly within their type with the use of no more than three accent colours in their icons.

It is these accent colour which is very bright in nature to stand out from the darker tones in the logo.

The predominant use of black in these logos could be to allow for more versatility in use being able to used both in print and online.

In conclusion, what I like about these brands is there use of black in the brand with a single spot colour as it allows the brand to create more meaning from the one colour such as in the case of ‘common sense media’ where the tick is surrounded by a green circle emphasizing the idea of confirmation and approval.

Logo Type With health organisation logos, the logo type is often the defining aesthetic of the brands logo as seen in the case of the ‘NHS’ logo. The logo is recognisable for its italic bold type cut out of a blue rectangle.

In the UK the acronym of NHS is nationally recognisable as the National Health Service without the need for any icons or strap lines connected to their brand.

Contrasting to the other brands, the ‘IDSA’ type is very thin and delicate with the brand also utilising a serif typeface.

In conclusion, I have found that health organisation brands often use all caps in their type which I can take into my own brand to demonstrate importance. However, brands that use title cases instead of all caps such as ‘Gavi’ and ‘The Health Foundation’ still present importance but in a softer more friendlier tone of speech when reading them.

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In the logo type, italics and the slanting of typographic elements, such as the crossbar in the ADL logo, are commonly used to indicate motion and the idea of moving forward with positive change.

In addition, the Type used throughout are sans serif fonts giving a modern, clear aesthetic to the type but some of the brands have then went on to manipulate their fonts to capture their brands aesthetic and meaning. One example of this is the ‘GDI’ logo where the top half of the ‘D’ is shifted right giving a glitching effect indicating the problem of disinformation and misinformation on the Internet.

In conclusion, I can see that sans serif typefaces are commonly used within misinformation protection brands which could be because serif fonts often have a more classical context in their use so by using sans serif fonts it allows their brands to be more contemporary in the view of their target market.

Iconography Icons for health organisations often have the aesthetic of a badge in the case of Public Health England and WHO to represent the countries the brand covers within the logo.

Interestingly other brands such as abpi have incorporated the icon of a tree into their ‘i’ to represent growth and how they give newfound life through new medicine. Gavi have a similar approach in their icon by having the entire world captured within a droplet of a vaccine which is being guarded and shielded to promote safety and security vaccines bring to the world.

In conclusion, from my research on vaccine information, the majority of reliable information promoted all have links to a major health organisation causing their icons to become seals of approval on information confirming its accurate.

Furthermore, I particularly like ‘The Health Foundation’ red circle as it refers to a how they are on target.

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From the majority of misinformation protection brands they utilize icons that relate to browsing the Internet and the safe searching of trusted information with their choice of imagery such as moz://a using ’://’ seen in web a address clearly communicating a digital focus.

Through iconography, themes of safety, protection, justice, safeguarding and trust are prevalent utilizing ticks, outlines of shields and a clenched fist representing unity within the brands logos.

In conclusion, I have learnt that icons can be used within my own brand to aid in the brands immediate communication of their aims as in the case of ‘Stop Hate For Profit’ and their snapped phone in orange and black cleverly links to the only orange word ‘Hate’. This creates an immediate link between mobile phones and hate to the viewer without researching the brand is about stopping social media platforms promoting hate material for profit.

Strap Line The majority of health organisations I looked at didn’t use a strap line as their names are acronyms of the brands full title.

The brands with strap lines utilised ideas of banding together for the common good using words such as ‘alliance’ presenting the information that we all need to do our part for vaccines to work.

The other key theme is the emphasis on words like ‘health’ and ‘life’ presenting positive imagery on how vaccines save lives and allow people to stay healthy.

In conclusion, the use of a strap line can be imperative to properly communicating your brands meaning and aims as in the case of ‘Gave’ which is a neologism the brand is given meaning through its strap line ‘The Vaccine Alliance’. When creating my brand I will make sure to effectively use the tool of a strap line to make my message more clear for my brand identity.

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From isolating the strap line of misinformation protection brands one common theme is to ‘stop hate’ as well as ‘fighting hate’. These strap lines clearly communicate the brands intention to their viewers of preventing the spread of hateful articles, posts and information.

Furthermore, the use of a hashtag within the Stop Hate For Profit campaign effectively communicates to its audience of social media users giving them an accessible way to take action by sharing the hashtag of the campaign on their social medias to spread the brands message.

In conclusion, I have learnt that if the audience for my brand is online based particularly linked to social media it is very smart to create your strap line as a hashtag so your audience can promote your brand very easily for free.

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Brand Case Studies To get a greater insight into the audience, aims and USP of these brands I picked a selection to analyse in greater depth so I can understand a gap in the current market for my not for profit brand to cover and focus on in supporting parents to get themselves and their family vaccinated protecting them from harm.

Researching these brands also greatly helped guide my inspiration for my own charity brand.

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Case Study 1: NHS

Focus As the National Health Service of the UK their focus is on providing trusted and reliable facts, information and advice from trusted medical professionals in the field surrounding the subject of vaccines.

Supporter People who support the NHS are all tax paying British citizens but the information on vaccines is aimed to be accessible by as many people as possible but the delivery of information is geared more towards adults and a mature audience.

Offer They offer unbiased and up to date information surrounding disease symptoms, medication, treatment, testing and vaccine roll out details from a purely medical perspective USP The NHS is both a government and public funded organisation to subsidies healthcare in the UK. A large majority of the UK’s medical professionals and medical researchers from a range of fields have links to the NHS meaning they have access to a plethora of accurate, well researched information on medical topics.

Case Study 2: Centre For Countering Digital Hate

Focus The CCDH are a UK/US non-profit that disrupts the spread of digital hate and misinformation online. Recently they have created several reports on the spread of misinformation surrounding vaccines on social media platforms highlighting the methods in which Anti-Vaxx activists take to sow doubt around vaccines as well as presenting evidence of the platforms inactions of preventing misinformation on their sites.

USP They specifically targets online social media hate and dangerous speech using research, data and examples to support claims.

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Supporter The CCDH targets their reports towards the social media platforms directly as well as to the users of said platforms to correctly inform people of dangers.

Offer By revealing the messages and strategies anti-vaxxers are using to exploit the pandemic and disrupt the rollout of the Covid vaccine as well as giving detailed recommendations on how to counter anti-vaxxer narratives they provide the necessary tools for people online to slow the spread of misinformation.

Case Study 3: Stop Hate For Profit

Supporter Supporters of the brand include a long list of not for profits linked to stopping hate speech, the spread of misinformation and preventing misrepresentation who have partnered with the campaign. In addition, many brands such as Coca Cola. Ford, ext have boycotted advertising on Facebook until they stop promoting hate. They have the support of over 1,200 businesses and non-profits and countless consumers also support the campaign.

USP Brand identity is a hashtag to make it widely spreadable across the platforms they aim to make change on.

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Focus #StopHateForProfit is an ongoing campaign to hold social media companies accountable for hate on their platforms. They aim to get social media platforms to focus on people rather than profit from promoting hate with a particular focus on Facebook being the biggest culprit.

Offer They offer people a chance to stand up to large social media companies to bring about positive change across their platforms stopping them profiting from racism, violence, hate and election misinformation.

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Design Brief Intro In the midst of a global pandemic, there has never been a more important time for people to get vaccinated against Covid-19. However, since 2019 the global online followers of anti-vaxx material has grown to 22.6 million followers promoting the spread of misinformation and disinformation surrounding vaccines.

With this brand I aim to promote the safety and health benefits of vaccination aimed specifically at parents as parents who don’t vaccinate due to misinformation are not only endangering themselves but also the future of their children who can not make informed health decisions for themselves.

Audience Research The brand is unisex targeting specifically parents and guardians with children aged 15 and under who are skeptical around the safety of vaccines for their children as vaccines under the age of 16 require consent from parents in the UK.

Statistics on growth of anti-vaxx audiences on social media

A mother with her two children

The brand is important to them as vaccination protect their child’s future ensuring they don’t fall sick or pass away from a completely preventable ailment. To successfully reach out to my target audience my brand will focus in on the idea of protecting families from harm.

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Data Analysis From carrying out case study research into the brands I found that the CCDH has made reports with statistics and examples highlighting the growth of the anti-vaxx movement I discovered you can achieve a clinical on social media and how the platforms are profiting from the spread of association to the brand through the use of the colour blue as the majority misinformation giving advice on how to effectively identify and counteract of health organisations use a cool the anti-vaxx movement online. With colour pallet. Furthermore, I will take a different focus and approach, the forward into my brand the idea of NHS brand focuses on medically word association between type and approved public health advice giving icon using colour as demonstrated in the Stop Hate For Profit brand where accurate and up to date information both ‘Hate’ and the cracked phone are on the Corona Virus. orange making them synonymous with one another.

Existing Brand Analysis When researching competition I split my research into two main areas, protection from misinformation brands and health organisation brands.

Logos from my brand analysis

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My Brands Aim For my personal Not For Profit brand on the subject of preventing misinformation surrounding vaccines I didn’t find any brand with the sole focus of giving parents the correct information they need to make an informed decision about vaccinating not only themselves but their children.

I will promote vaccines ability to save lives with my brand ideals of family, protection, trust, security, safety and better future It is incredibly important that the brand appears unbiased and truthful presenting the risk of side effects from vaccines but also stating how this risk far outweighs the disease itself as by doing this there will be a build up of trust between parents and the brand helping promote the message.

A nurse giving a vaccine to a child in a family

Design Inspiration With my brand, the use of cold colours such as blue or teal captures the aesthetic of my brand ideals as I would like to capture as teal combines both the calming quality, and clinical context of blue with the renewal, relaxing quality of green. A good example of the use of teal are the family guardian brands below which both present a feeling of trust and safety which is imperative my brand gets across to the target audience.

Furthermore, I am inspired by the type interacting with the icon and creating an enforced joint meaning such as Safespaces which uses coloured circles for a playful approach demonstrating the brand being aimed at children but also creating circular spaces of safety within the brand. I would like to achieve this with my icon and type.

Brand inspiration logos of existing brands

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Design Process For my design process I will take a iterative design approach when developing my brand meaning after creating a design I will receive feedback on the design, analyze what is successful and what needs improvement, make modifications and then repeat until a final design is achieved. At all stages of this process, I will carry out any necessary feedback to feed into the design process.

For my brand I would like to focus on the interaction between type and icon and how these two elements can cleverly be used in conjunction with one another to enhance the brand meaning and ability to communicate my brands values.

The iterative design process

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Naming My Brand To begin my brand I began by brainstorming a name using lists of what my brand is about, who my brand is for and how my brand will help these people. After creating these lists of words synonymous to the brand aims I began combining them to create possible names.

I then went on to explore various strap lines that support the chosen brand title aiding in the communication of my brands aims

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Brand Name What Vaccine Jab Medicine Protect Trust Future Bubble Shield Guard Dose Misinformation Disinformation Falsity Anti-Vaxx Combination Vaccine Aid Family Bubble Community Bubble Safe Space Safe Zone Trust Bubble Vaxx Vaccine Aware Vaccinated Future Household Bubble Vaccinate Trust Vaccine Trust Family Guarding Guarding Family Future Family Guardian

How Vaccinate Awareness Campaign Information Protection Inform Educate Understanding Information Guarding Shielding Trusting Aid Safety

Who Family Children Alliance Baby Parents Mother Farther Guardian Kids Household Folk Group Community Society

Conclusion I have chosen the name ‘Family Guardian’ for my brand as the term ‘guardian’ embodies multiple of my brands ideals presenting ideas of trust, protection, security and safety to the viewer making it particularly successful in communicating the right tone of voice.

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Strap Line Potential Strap Lines Trust Vaccines Vaccinate for a better future Security Trust Vaccinate Vaccinate for your future Vaccinate for our future Vaccinate for you families future Protect against vaccine misinformation Protection from vaccine misinformation Protect your children’s future Protect your family future Vaccines save lives Conclusion For the brand to successfully communicate the meaning and aims behind my brand my strap line must include a term relating to vaccines or vaccinations as the brand name of ‘Family Guardian’ doesn’t inform the viewer of what the brand specifically does In conclusion I have chosen to use the strap line ‘Vaccinate For Our Future’ in my brand as it communicates the importance of vaccines which is especially prevalent in modern times with global roll out of the Corona Virus vaccine.

Furthermore, the choice of the word ‘our’ is deliberate to communicate how everyone needs to collectively get vaccinated to ensure a better future, we are all in it together.

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Font Choice

Vaccinate For Our Future

Family Guardian

Allerta Regular

Vaccinate For Our Future

Family Guardian

Amaranth Bold

Vaccinate For Our Future

Family Guardian

Andika New Basic Bold

Vaccinate For Our Future

Family Guardian

Fredoka One Regular

Vaccinate For Our Future

Family Guardian

Fugaz One Regular

Vaccinate For Our Future

Family Guardian

Oxygen Bold

Vaccinate For Our Future

Family Guardian

Reem Kufi Regular

Vaccinate For Our Future

Family Guardian

Righteous Regular

Vaccinate For Our Future

Family Guardian

Signika Bold

Vaccinate For Our Future

Family Guardian

Viga Regular

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Logo Development From my list of typefaces I selected three which I thought embodied my brand ideals. From my initial sketches I wanted to develop forward the idea of connecting the ‘y’ in family to the ‘G’ in Guardian to see how this idea works in practice.

I like the slanted look of the Fugaz One type however from my brand research, italic text is most commonly found within the strap lines of brands compared to the brand name itself.

Between the Righteous and Fredoka One type I liked elements of each so I will test these in combination with the other elements of the logo.

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Family Guardian

Family Guardian

Fugaz One Regular

Righteous Regular

Fredoka One Regular

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Design 1 I experimented with the idea of having the ‘F’ in Family become the icon of the brand taking on the figure of a person. I was inspired to do this as a common thread between other child protection brands in my research was the inclusion of abstract dynamic shapes forming figures.

I began with a wedge shape with the crossbar of the ‘F’ becoming two arms and the top hook becoming the hair of the figure flowing loosly.

To make the figure more human I then played with adding a circular shape for the head and altering the weights of the arms to make the shape more natural but still representing an ‘F’ to be used in the type.

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Vaccinate For Our Future

Vaccinate For Our Future

Vaccinate For Our Future

Feedback From client feedback I found out that people like the typographic connection between the ‘y’ and ‘G’. However, they these elements being connected don’t meaningfully contribute to the brand identity.

The choice of the typeface Fredoka One aims the brand towards a younger audience. In the feedback people stated how the strap line in particular was successfully communicating the brands message.

Another issue identified was with the icon or ‘F’ in family. The wide base of the ‘F’ looks like a dress with the character appearing to have long hair making the figure look feminine in appearance. This doesn’t work for my brand as my target audience is aimed at parents and is unisex.

Furthermore, the brand is about family yet there is only a single figure in the icon.

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Design 2

Family Guardian

Righteous Regular

From my reflection on my previous logo, I have decided to swap the typeface I am using to Righteous as it is better suited to my target audience of parents. To better tie in my icon to my design I have decided to utilize letter forms in the type and edit them into an icon that will sit separate from the type rather than incorporate the Icon into a letter of the brands name as I previously did with the capital F. To communicate the idea of vaccination within the icon of my brand someone gave me the idea of replacing the counter of the ‘a’ letter form with a droplet as the droplet relates to a drop of the vaccine. I was intrigued how combining elements of type with icons could then develop into a brand identity so I began experimenting.

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Here I rotated the ‘a’ 90 degrees and replaced the counter with the droplet shape with the intention of this shape becoming the head of the figures in the icon. This shape of the head is more successful than the previous figures head as the shape is unisex not targeting any specific gender which better fits the aim of my brand as its aimed at parents.

From the comments on the previous logos design on how multiple figures should be present within the logo to properly communicate the brand values of family and trust. Although when both of the heads overlap they merge into one shape which detracts from me trying to capture two figure within the icon if they can’t be distinguished from each other.

To differentiate the two heads as two distinct figures I have changed the tint of the back head to be lighter than the front head. I really like the effect created from this layering process.

Furthermore, the use of varying tones generates a sense of depth within the logo while keeping the design simple.

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Brand Icon To develop the heads created in the previous board to become figures I decided to only include a abstract stroke shape which represents the arms of the figures. Within this first variation of the icon I adjusted the secondary figure to have a smaller head size giving a sense of hierarchy and the impression that it is a younger child. With the strokes, I had the left figure stretching their arms around the right figure in a protective hug.

In this second variation of the icon, I have altered the positioning of the strokes to make it appear as if the two figures are holding hands with one another. In addition, within the negative space between the arms of the figures a heart shape is created.

To properly decide which of the two icons I will choose for my brand I will first place the icons alongside the other elements of the brand including the strap line and the brands name.

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Brand Colours

C 100 M 93 Y 14 K2

R 26 G 50 B 137

#1a3289

C 75 M 68 Y 67 K 90 #000000

C 68 M 51 Y0 K0

R 92 G 122 B 204

#5c7acc

R0 G0 B0

C0 M0 Y0 K 61 #7e8082

C 22 M 88 Y0 K0

R 204 G 58 B 166

#cc3aa6

R 126 G 128 B 130

C 30 M 24 Y 24 K0 #b5b5b5

R 181 G 181 B 181

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Final Logo I have ranged the brand name right to allow for the icon to comfortably sit in the gap giving a nice amount of negative space surrounding the icon.

The top logo contain the first variation of the icon with the arms wrapped around each other while the bottom has the hands of the figures forming a heart shaped icon.

Seeing the two icon variants side by side incorporated into the logo with the brand name and strap line draws me towards the bottom icon where the two figures holding hands forms a heart within the negative space as this communicates the idea of family bond and trust which are important two of the key brand values.

Furthermore, when reviewing these logo variations I noticed that the shortened descender on the ‘y’ in family sits uncomfortably on the page so I will edit the type to make the ‘y’ more balanced.

A secondary problem which is effecting the balance of the logo is the sizing and spacing around the icon which needs tweaking.

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Vaccinate For Our Future

Vaccinate For Our Future

Vaccinate For Our Future

Vaccinate For Our Future

Brand Application For my first brand application I applied the brand logo and icon onto face masks using the two logo colour variations for both designs. I chose to display the brand on face masks as they are very relevant to my brands message and values on protecting people, in particular families, from life threatening diseases that are preventable through vaccines. With the recent global Corona Virus pandemic, face masks have become a crucial part of everyday living in order to protect yourself and others from the spread of Covid-19.

Along with promoting the ‘Family Guardian’ brand, wearing the face mask also protects the user and those around them from spreading diseases which echos our brands values making it a suitable application.

Face Masks

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Brand Application of athe brands logo and icon on face masks in varying brand colours

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The third brand application is a large scale poster on the side of a bus stop.

I chose the setting of a suburban bus stop as I am aware that despite the other applications being appropriate to the brand, they both require the viewer to actively seek information on vaccines or be at the doctors which during the Corona Virus pandemic, many people are hesitant to go to. My target audience also includes parents who have worries or who are skeptical about vaccines and their safety.

This is why I chose the application of the brand on a public bus stop so that parents will be made aware of the brand when walking out in public.

Bus Stop

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Brand Application of an advertisement in a bus stop sign

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With the second application, I have created a mock up cover for a doctors office leaflet about the family guardian brand. While making the mock up I made sure to follow the brand style guide for the type, colour, logo clearance and positioning of elements on the page.

The mock up is in a suitable environment as if parents visit the doctors they would be able to receive reliable information on vaccines in a friendly and approachable fashion through the leaflet.

Furthermore, seeing the brand in application beyond just the logo allows me to see how the brand could be developed further into the interactive website in the next part of the project.

Doctors Leaflet

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Brand Application of a doctors information leaflet publication

Interactive Branding For the final section of the project I explored how I can take my static outcomes from my not for profit ‘Family Guardian’ brand and create an interactive user experience website using Adobe XD

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Project Overview In the previous section of the project I developed my static outcome and brand application of my brand ‘Family Guardian’. The final outcome of the logo communicates the brand values of trust and security very effectively as through all my brand applications, I followed the brand style guide which created a consistent appearance for the brand. I will aim to translate this consistent appearance achieved in my static outcomes within my interactive design for the website.

Out of the static brand applications I particularly like the doctors leaflet as the combination of type and imagery used with the colour white gives a very clean positive appearance to the brand with the use of bright colours.

I would like to explore this colour pallet option further within pages of my website where communicating a positive message about vaccines is particularly important such as the about page where I will discuss the brands values and the aim to help parents in making informed decisions.

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Key Brand Messages Through my Adobe XD interactive website it is important that the values of the brands are properly represented and communicated ensuring the sense of trust, family and protection previously captured within the brands logo are translated into the websites user experience.

Audience It is imperative that the interactive experience captures the serious message of the brand to the parental audience about the importance of getting their children vaccinated while also being laid out in a way that is interactive for kids if the parent was to show the site to their children.

Project Brief In the brief, five pages are required for the XD website. These include:

Achieving this balance can be done through keeping with the strongly defined brand colours of the brands blue and pink which stand strong by themselves communicating the severity of the issue through the boldness of colour. To bring in the family friendly aspect of the brand I am aiming to implement interaction animations for various elements within my Adobe XD design.

Home page About page Call to action Contacts page Merchandising Across all the pages the brands aesthetic must be cohesive. I would like to achieve a consistent experience when the user is navigating the page which is ergonomic to use for parents.

Audience/Supporter Needs From feedback on my last project, people mentioned how my audience profile only covered parents with babies and toddlers but my brand is aimed at parents/guardians caring for children of ages 15 and younger. To resemble this in my website, images of families used must include a range of children ages as well as a diversity in race and genders as demonstrated on the right. This ensures that the brand is inclusive of all family structures because the message on vaccination is important for every human being to hear regardless of race, gender or sexual orientation.

From my research into my audience I have discovered that parents are looking for truthful and reliable information on vaccines including information on the ingredients, side effects, safety concerns and with how they work. It is important for the brand to be both informative but also interactive as it is likely that the parents would use the website to teach their children about vaccines.

For communication directed towards children I will use the Atten New Round typeface to soften the edges of the type making it more child friendly while keeping the brands aesthetic.

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Interactive Inspiration

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Hello Monday Audience The users of the site are potential clients and companies looking to hire a design agency to do work for them. Because of this the website is designed to demonstrate the studios capability with the interactions on the page. The intention of the site is to promote the studios capability and work to their clients in which Hello Monday has achieved.

Image Choice The choice of images is a mixture of photography demonstrating the studios portfolio of work and a hand drawn style of black and white illustrations used to represent the companies values and what they do. With the portfolio images Hello Monday has used the liquidising mouse tracking discussed previously to allow the user of the site to explore drawing them into wanting to click into their work. This use of psychology in interaction is incredibly interesting to me and I would like to explore within my own site how certain animations on the site would present a meaning and an emotional response that reflects my brand values. An example of this is if when the user hovers over an element on the site,

if that element then shrinks it is pulling back becoming more distant creating a feeling of isolation.

Colour Use The site utilises the strong contrast between black and white with their hamburger menu navigation being black while the site pages are white. The use of white on the site pages brings forward the images as well as removing any noise in the communication of their work giving the user a more clean experience when navigating the site.

Interactive Design Hello Monday’s interactivity is incredibly fluid using smooth curves within page transitions to create a great sense of space when the user is navigating the site as the hamburger menu appears as a pop out on the right when the user moves the mouse to that side of the screen. When clicked the menu pushes left creating the impression that the menu is alway sitting just off screen to the right. In my own site, I will consider how the direction of transitions on the page influences the users perspective of the websites layout and virtual space.

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Hello Monday website and low res wire frame of site

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The Guardian Audience In the Guardians own about page on their website they state how they aim to ‘published honest and fearless journalism, free from commercial or political interference’. They aim their reports at their audience of news seekers looking for reports on topics presented truthfully without bias.

Typography Within the article to the right on the guardians site, Their positioning and use of type is very effective with their use of key pull quotes overlaying images/videos of the people who said the quote. This text fades in over the image as the user scrolls through the page creating a narrative for the user as they reveal more information on the page when scrolling. This small micro interaction on the page also gives the impression of the person in the image speaking to the users of the site. On my site I would like to create a strong narrative hierarchy through the composition of text and images as well as how the user interacts with them through micro interactions to communicate the brands story and aim of protecting families.

Interactive Design At the beginning of this page, there is a full bleed gif video with large text introducing the article and describing the images in the video bellow. As the user scrolls down, the video transitions to a different video and new text appears on the screen.

This combination of interactions also effectively tells a narrative in a very visual way.

Layout When looking at the low res wire frame for the sites article, certain images and quotes extend out beyond the central column of body copy text. This subtle sizing difference of these elements generates a hierarchy of information on the page. For my own ‘Family Guardian’ website I will consider sizing of images and their positioning in relation to the text in order to create a hierarchy on my site.

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The Guardian website and low res wire frame of site

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The NHS Audience The NHS site aims to present accurate, up to date medical information and medical services for the UK public so the audience of the site can be anyone who is looking for either information or access to theses services. For this reason it is important for the NHS website to be clear, accessible and understandable for people to use.

link to a service the site provides such as booking a vaccine. In my site I aim to make the pages accessible.

Colour Use In the NHS site they use a small selection of colours in which I have previously analysed within the second unit of the project looking into the NHS’s static brand communication.

Within the interactive design, they mainly use the brands blue as blue is Typography a sophisticated claming colour often To cater for this broad target audience associated with medical and clinical and range of people using the site practice throughout multiple medical the NHS uses the Frutiger font in all brands allowing the user to easily communications as it was designed to associate any communication using be clear and easy to read at a distance this blue as being medical related and in small sizes making it accessible generated the denoted meaning of for a large number of people. This is trust through the brands colour. The aided by the sites simplistic layout site also uses a strong yellow which with a lot of negative space around contrasts the blue exclusively in a text as to not overwhelm the user of banner to communicate important the site and keep all communication medical updates that effect a majority concise and legible. of the nation such as information on the Covid-19 vaccine roll out and how Interactive Design to book an appointment or a test. This The NHS has a large quantity of pages spot colour used sparingly is effective and information to display so they at highlighting important info to their differentiate the different tyupes of audience through a strong hierarchy as information through the use of icons. yellow is synonymous with warnings If a small green circle with an arrow aimed to quickly grab attention. appears before text it means that is a

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The NHS website and low res wire frame of site

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In Pieces Audience The site ‘In Pieces’ is a personal project made by designer Bryan James to highlight and draw attention to 30 species in the world who are endangered or on the brink of extinction to raise awareness through a purely interactive and engaging experience. The site was designed to invoke thought and educate its audience with the aim to bring positive change for the 30 species.

values of trust and family. One idea I had was having the two figures in my brands icon to lean into one another to present this.

Colour Use The colour use within the site varies depending on what area of the site the user finds themselves. Within the pages where the pieces take on the form of the animals, the background is a bright tone giving the site a fun interactive feel allowing people to Image Choice be engaged with the interactivity of The site centers around 30 triangular the site. However, when the ‘what’s shapes to represent the 30 species the threat?’ button is pressed the using CSS polygons which animate pieces of the animal shatter and the and move around the page changing background changes to a black with colour and form to create the different the text turning white and key words animals. When the user scrolls or in red to draw the users attention to clicks the arrows the page transitions the dire issue at hand. to the next animal with the shapes seamlessly moving into place to form Interactive Design the next animal. When the user clicks For this site I love how the entire site on the ‘Whats the threat?’ button, is captured within one frame with the pieces in the image shatter the 30 pieces and the background communicating the fragility of these changing before the user to go to the species and how their survival is quite different ‘pages’ of the site. All the literally laying in pieces. It would be elements of the site are displayed good to create an animation within my to the user from the start and are own website possibly in the form of a manipulated to communicate new loading screen for the site or a page messages creating a very strong transition which communicates the narrative to the sites audience.

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In Pieces website and low res wire frame of site

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The Yogscast Audience The Yogscast are a UK based group of streamers and content creators with a focus on playing video games. This site is the Yogscasts merch store targeting fans of their content to either support them by buying their products or encourage fans to buy merch of their favorite Yogscast member containing references to the content they create.

Image Choice The imagery on the Yogscast site features the various products in which they have for sale photographed appropriately for the products use such as clothing being seen in use being worn. With the images I especially like their interactivity as when the user hovers over them, an alternate perspective of the product is displayed showing either a different variation, angle or framing of the product so that the user can achieve a better understanding of the product without even clicking into it.

For my own website I plan on utilising this hover over feature within my own merchandising page. An example of how I will use this is with my face mask brand applications for my brand, when hovering over the image it will display a different colour of the mask.

Layout Looking at the low res layout of the page, the grid structure used within the site allows for the various products on sale to be clearly and consistently laid out. This grid allows for the product name and price to be displayed in the same position under the image so that the user does not need to search for any piece of information as it is consistent.

Furthermore, there is a full bleed banner at the top of the page that scrolls through the top promoted products on the site at the time so that they are the first thing the user sees when on the site.

Interactive Design When hovering over the images in addition to the images changing, a quick view button also appears.

When clicked, an overlay comes over the screen with a gallery of all the product images with a description of the product and an option to add a quantity into the cart. All of these features are available in an overlay on the page without the user having to switch pages. For my XD website I will experiment with how to use overlays to create a store page for my branded products in the site.

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The Yogscast website and low res wire frame of site

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MS Society Audience The audience for the MS Society’s can be split down into people diagnosed with MS and their families; people looking to donate to MS research and volunteers for the MS society. On all of the site pages their are call to action links to donate money, get in contact, find support for MS in your local area and to discover more.

and values. I also like how they have used a very light grey alongside the white to create subtle differentiation of information and separate them.

Image Choice The choice of imagery on the MS site is deliberately bright and positive in nature using bright backgrounds in the framing of the photo with natural lighting where possible. These brand Typography & Colour values in their photography are also Reading through the MS brand used within serious topics on the guidelines they use the DSari website in order to keep the brands typeface as their primary font for its values consistent in all imagery. For accessibility and clarity in use. They my own websites imagery I plan on state how the font for online use must using brightly lit photos of families go no smaller than 14pt so that the together alongside similarly brightly font is legible on a screen for their lit photos of lab staff, nurses and audience who have difficulties seeing. families receiving the vaccine creating Within the guidelines they state a synonymous connection between what colour combinations of type on imagery on the site being positive. backgrounds is acceptable using both their primary orange and purple with The psychological connection of bright their secondary colours making sure family imagery on the homepage will that all of their type is accessible and connect with brightly lit images of easy to read. For my family guardian children getting vaccinated creating brand I plan on looking at colour a predetermined positive connection combinations and sizing of elements around vaccines even to more to make sure they are legible as well as skeptical parents and users of the site. keeping faithful to the brands colours

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MS Society website and low res wire frame of site

Interactive Design Brief Brand Message The message which the brand is communicating is to both educate parents on the misinformation surrounding vaccines and then using that information to encourage the parents to get both themselves and their children vaccinated as they are able to make an informed decision with their worries addressed.

For the brands message to be communicated effectively, all the pages of the site must be consistent with the brands aesthetic using the type and colours specified in the brand guidelines. In particular imagery will be important in the website. The image choice should all be brightly lit and positive in nature preferably with a white background and should also feature families as to present a sense of trust to capture the brand values.

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Audience To properly cater to my target audience of parents and guardians it is important that I effectively keep my audience engaged to the website so that they are inclined to read the information the brand is presenting to them on vaccines to achieve the brands aim of encouraging parents to get themselves and their children vaccinated and protect them from vaccine misinformation seen online.

In addition to the parents, a possible user of the site would be the children of the parents using the site as an education tool to learn about vaccines and vaccination. For this reason the interactive elements of the site are especially important to improve the user experience for children under the age of 15.

Family Protection Trust Security Safety Better Future Image of brands audience looking over an iPad

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Interactive Inspiration When looking into the interactivity of other websites for inspiration, I especially enjoyed the interactive user interface present within the ‘Hello Monday’ site. Although some of the interactive elements such as the mouse tracking causing a liquidizing effect on the images within the site is not currently possible within XD, elements such as having the hamburger menu pop out from the screen edge when the user hovers over the pages edge can be achieved with hidden interaction points in XD. I will experiment with using this feature within my brands interactive website.

I was also inspired by their display of their brand values in their about page where if the user clicks on the text, a drop down appears containing a small illustration and body copy explaining the value in depth.

Hello Monday sites hamburger menu

User Experience To improve the user experience it is a priority to make the site map and site structure very clear to use and navigate for the user. Every page should have several ways of returning to the homepage/ accessing the different pages so that the user doesn’t become lost or frustrated with the site and loose attention.

To do this I will use the page header to allow for the primary navigation between the five pages at the top of the page with the ‘Family Guardian’ logo in the header returning the user to the home page when clicked no matter what page they are on. I will also introduce the pop out hamburger menu discussed in the interactive inspiration to access a separate site navigation page even when the user is scrolled down the page so that they do not need to scroll back to the top of the page to navigate the site.

Within the ‘call to action’ page, I will be presenting the information on vaccines and information as a long scroll page. To aid navigation of this page I will have a separate drop down menu displaying the secondary navigations to the various topics.

These buttons when clicked would scroll the user to the selected topic.

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Low Res Wire Frame Here I have created a flow diagram demonstrating the site structure of my website and how all five pages plus the hamburger menu are connected to one another. This site map demonstrates how no matter what page you are on, there will be two different ways to navigate to any of the other pages in the site with no page being more than two clicks away. I plan on having the hamburger menu pop out from the side of the screen with the auto scroll function selected on the hamburger menu in XD meaning that even if the page is a scroll page, the menu will always be in the same spot on the page allowing the user to easily locate the menu as it will consistently be in the same spot on the page creating a better user experience while on the site.

Site Structure

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Flow chart of site structure

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Site Navigation As outlined in my personal brief for the interactive website, I would like to include multiple ways in which the user is able to navigate around the various pages of the site no matter where they are on the site map or on the particular page. With the inclusion of the hamburger menu as a pop out at the side of the web page it means that the user can navigate to any page on the site in just two clicks without the need of scrolling to the top or bottom of the page but the page header still remains an option for site navigation.

Within the sketches to the right, I have created a low res mock up of the hover interaction connected to the pop out hamburger menu. If the cursor is on the right of the screen, the hamburger menu will animate out which when clicked transports you to the menu screen.

I have created three variations of the hamburger menus screens design, the first and second may be over complicated for their function as the pop out feature is used again for the ‘X’ button to return to the previous page. The user may not find the exit button with ease in these layouts.

However, I like the third design as the ‘X’ button is clearly presented on the screen so the user is able to navigate out of the menu. Furthermore, the layout of the logo and main navigation text sits more comfortably and balanced on the page without leaving large areas of negative space making the page appear barren.

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Hand sketches of hamburger menu

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From my inspiration website research I was inspired by the interactive animations seen within the ‘In Pieces’ site and wanted my site to include an appropriate interactive animation of my own that captures the brand.

To create this animation I decided to add in a loading screen to my site that contains a micro interaction involving the heads of the two figures in my bran icon leaning in towards each other when the user of the site hovers over the screen.

Loading Screen

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Interactive Brand icon that has a small hover animation when the user moves their mouse over the page

Small instructional text saying ‘click to continue’ so the user doesn’t get stuck on the loading page

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I wanted the home page to set the mood and tone of the site as being a positive place where parents can find information on vaccines to protect their family. To do this the use of imagery is very important which is why in my low res wire frame I have included a full bleed rotating image switching between pictures displaying families of a range of races and sexualities as the brand is inclusive of all families.

Within the home page there are several interactive elements which will make the site interactive for the target audience as well as communicating to the user what they can click to navigate around the site.

Home Page

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Main site navigation found in the page header of the page

Full bleed gif cycling between a diverse range of photos of happy families together Bold pull text overlaying image to give users an idea what the brand is about on the home page Variation of logo that is not full colour to match the footers aesthetic

Brand logo links to home page

Hamburger menu pop out button Call to action link to the vaccine information page where users can parents can learn more about vaccines and vaccine misinformation Footer containing the main site navigations again with a ‘Back to top’ button

Links to the brands socials as icons

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The hamburger menu that pops out from the right hand side of the screen after clicking the hamburger button present on all five of the site pages at the right of the screen. For the menus layout I wanted to keep the design fairly minimalistic and functional using micro interactions on the buttons to indicate interactivity.

On the page I will have the main site navigation links which will move the text right when they are hovered over.

Hamburger Menu

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Brand logo will be displayed here that links back to the home page when clicked Site main navigation to the other pages. The text will move right when hovered over to indicate interactivity to the user of the site

‘X’ button that returns user to previous page by sliding the menu back right.

When hovering over it the ‘X’ will shrink and change colour indicating interactivity.

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On the about us page the layout includes a description of the Family Guardian brands aims and what the brand does to support parents with information on vaccines and how to protect from vaccine misinformation seen online.

On top of this, I have also incorporated the brand values into the design of the site after analysing the design agency ‘Hello Monday’s’ about us page from my design inspiration research. Including the brand values gives the sites audience a greater insight into what the brand stands for as well as presenting themselves to be transparent to their audience.

About Us Page

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Brief introduction to the brands aims and what the brand does for parents in protecting them from vaccine misinformation Here is a laid out list of the brand values in which when clicked drop down to reveal a small piece of text explaining how the brand follows the value

Here will place an image of a child and parent forming a heart with a nurse to reflect the brand aims and values in the image

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Here is the main call to action page for the website that contains the links to the various information sauces the brand provides laid out in a clean grid pattern that includes images following the brands style for bright, positive imagery.

I would develop this page so that the links to the information take the user to a new site page which contains the information on that topic similar to how the MS Society from my inspiration research handles their site navigation with such a large amount of topics and information that they cover on their site.

Vaccines Page/ Call To Action

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Full bleed image of child getting a vaccine that will have a white gradient leading the user downwards to the info links

Site map links in grid pattern which would take the user to further information on vaccines and vaccine misinformation with info on how to protect their family online

The hamburger menu pop out will be accessible from every site page so that the user can navigate easily around the site

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Within the contact/ get in touch page of my site to give my brand a greater sense of realism in current times I have added in a Covid-19 notice explaining to the audience how they should contact the brand via email or phone calls rather than sending in mail due to the Corona Virus pandemic.

The page will use icons for the socials, address book, email and phone number to aid in communication to the user what each piece of information on the page is.

Contact Us Page

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Text encouraging site users to get in touch with any questions outlining what they can contact the brand about A Covid-19 update notice explaining how mail will be held at the post office and people should call or email instead for staff safety Brand email, phone number, office address and link to socials

Image of an employee at Family Guardian happily taking a call

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With the shop page I took inspiration from the layout of the Yogscast merch store using a nicely laid out grid pattern for the items being sold.

Furthermore, when the user hovers over the image of the product the picture changes to an alternate colour or perspective of the product as well as revealing a closer look button that brings up an overlay of the product purchase page (discussed further in the next board).

Store Page

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Text stating that 100% of profit goes back into raising awareness of vaccines for parents explaining how the users of the site can support other families Images of the various products in the site store which will have a hover animation that displays a different perspective or colour of the product with a ‘Closer look button that takes the user to the product overlay page

Product name and product price

Brand information booklet mailing list information box and sign up link

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When the user clicks into a product on the store page, the product overlay screen will pop up which displays the full gallery of images connected to the product with the option to switch what photo you are viewing at the larger scale by clicking on each image.

As discussed in the annotations on the right, this overlay will have options to select the product colour, chose quantity and add the product to the shopping cart.

Overlay Shop

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Product name and the price in GBP as it is a UK based brand Gray background that will have 75%opacity so you can still see the site underneath the overlay but it will be darkened

‘X’ button returns the user to previous page by closing the menu.

When hovering over it the ‘X’ will shrink and change colour

Larger image of the product which can be swapped with the smaller product images by clicking on them

Product colour selection circles which when clicked highlights the chosen colour and deselects the other

Smaller images of alternate product colours or the product in use

Quantity selection button with a text box in the center where the user can type in the desired number or alternately ‘+’ and ‘-’ buttons to change the quantity of product A ‘add to cart’ button which is the brand blue when the user hovers over the button it will change to pink to indicate interactivity

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Final Site Within the structure of the site, when the user first enters the site they will be brought to the loading screen containing an animation that reveals the home page. From the home page, the user should have multiple methods of navigating to all pages part of the main navigation through the footer, top bar and hamburger pop out menu with the aim of every page in the site taking no more than two clicks for the user to navigate to for increased accessibility and usability.

On the store of the site there are overlay screens linked to each product when clicked into showing the product in closer detail as well as giving all the necessary purchasing options linked to the products.

Site Structure

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Secondary Navigation Primary Navigation Overlays

Final site structure page flow diagram

Loading Transition

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The final outcome of the loading screen turned out to be very smooth but I planed on having a multi step loading animation that had several sequential motions with a single click however I struggled with the limitations presented with XD so instead went with a hover animation that tilts the heads of the two figures in the icon into one another.

This simple motion of two shapes is completely appropriate to my brand in communicating that close family bond between parent and child.

When the page is then clicked the screen rises upwards revealing the home page below. Through the combined use of a hover and tap animation I was able to achieve the two step animation of a loading screen that also has an interactive quality for the audience of the site.

Loading Screen

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Using white text against the dark blue because as stated in my brand guidelines, the contrast between the blue and the white enhances the type as well as making it more legible

I have inserted the white and blue variation of my brand icon onto the dark blue background

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The final outcome of the loading screen turned out to be very smooth but I planed on having a multi step loading animation that had several sequential motions with a single click however I struggled with the limitations presented with XD so instead went with a hover animation that tilts the heads of the two figures in the icon into one another.

This simple motion of two shapes is completely appropriate to my brand in communicating that close family bond between parent and child.

When the page is then clicked the screen rises upwards revealing the home page below. Through the combined use of a hover and tap animation I was able to achieve the two step animation of a loading screen that also has an interactive quality for the audience of the site.

Loading Screen

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I created a white gradient overlay to go over the rotating images to achieve a smoother transition from the full bleed image to the large pull text and interactive ‘Discover more’ button.

From feedback in the interim review I have moved the retracted hamburger menu slightly onto the page so that ti is visible to the user at all times on the page and they no longer need to discover it by chance From the low res model I have developed the call to action button to include an arrow which when hovered over expands the arrow to the right along with moving the text to incentivize the user to click in to the call to action page of the site

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When people come to the about us page of a website they are looking for information on what the brand stands for as well as what they do. To aid in communicating the brands aim and story I have included an image of a mother and child forming a heart with a nurse with them all in face masks as it accurately communicates all six of my brand values explained on the same page within a single image.

About Us Page

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When developing the about us page it was important to capture the brands goals and tone of voice as this is the place where the brands audience will first look to get a better sense of what the brand can offer them.

Because of this I kept the ‘What we do’ paragraph reasonably short and positively optimistic in tone to make it more engaging to the audience

After making the subtle hover animation of the icon figures leaning into one another I decided to add this same animation as a hover animation for my sites logo in the top bar Here I have added in the six core brand values of Family Guardian using page furniture as an aid to both comfortably place the type onto the page in a clean grid structure as well as to separate each value from one another

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To expand upon the site, I would develop and design each of the individual information pages of information on vaccines and how families can protect themselves from vaccine misinformation following the guidelines set out within the brands style guide to ensure that all communication linked to the brand is consistent as well as reflecting the brands aesthetic and tone of voice.

To indicate that the various information pages are intractable I created a hover animation that enlarges the image and text box, these same pages can also be seen within the drop down menu under the vaccine button making them accessible from any page within the site with a single click to improve the navigation around the site if they are looking for a particular topic.

Vaccines Page/ Call To Action

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All of the imagery I have chosen for the brands website follows the brand style guide of being positively framed with the subject of the image being central within the image along with the image itself being brightly lit to give off a positive impression The page layout is positioned so that when the user arrives on the page they are greeted with the full bleed image with the gradient leasing them to scroll down to discover and reveal the information links the brand provides

Within the call to action page are the links where the various information sources about vaccines and vaccine misinformation the brand provides can be found. As the brand covers a large range of important information, I focused on organising the info into categories laid out in a grid inspired by the MS Societies grid structure approach to sorting their wide range of MS info pages. This allows the user to quickly find and choose their desired page

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The first secondary navigation information page on the site that is accessible both through the ‘Vaccines’ page directly as well as the drop down menu in the header is title ‘How do vaccines work?’

The aim of this page is to educate both parents and their children of how vaccines work in introducing a dead/inactive form of the disease in which is harmless but the white blood cells in the body begin an immune response to the invading virus creating antibodies to fight the disease that stay in the body to protect you.

On top of how vaccines work, I have also included information on how vaccines can lead to herd immunity within a population allowing those who can’t be vaccinated to still have a strong protection from the disease by breaking the transmission chain.

This also includes an answer to the question of why parents should get their kids vaccinated even though herd immunity exists.

How Do Vaccines Work?

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I felt it was important for the brand to outline how vaccines actually work and protect people from diseases so that families and parents can learn how they function and understand vaccines which removes a lot of potential worries surrounding vaccines Leading on from how vaccines work, I also added in information on how herd immunity works in relation to vaccines and why despite herd immunity protecting people it is still essential that they get their children vaccinated to protect themselves and others

An inclusion of a scientist working on the page gives a look into the behind the scenes of how vaccines are made, tested and researched creating a stronger trust between the audience and medical professionals working with vaccines. This will encourage users to feel more secure with vaccines knowing where they come from

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For many parents the vaccination process for their children is filled with uncertainty and worry about what will happen, the side effects and the long term impacts of vaccines. On this page in the site I have aimed to outline to parents what they should and should not do when taking their child to get vaccinated so that users of the site will get a better understanding of what to expect from the vaccination process so that there are no surprises and a large amount of their worries can be put at ease in turn creating a more enjoyable stress free experience.

The page also includes details of the side effects in children which are expected after receiving a vaccination and how to handle each one in turn.

This level of transparency is important to build a strong trust between the audience, the brand and vaccines.

Child Vaccination

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A clear list laid out with the do’s and don’ts of what to do when taking their baby, toddler or child to get a vaccine so that they know what to expect when they get there meaning that nothing is a surprise so some of their worries can be put at ease. To differentiate the do and don’t points I colour coded the bullet points I decided that the leaflet brand application from the static branding section would be appropriate for the website in the form of an information booklet mailing list with up to date information on vaccines for parents

The imagery of a parent supporting her children as they get vaccinated echoes the advice outlined on this page of the site for how the parent should prepare and support their child.

Furthermore, the use of natural lighting in the image also follows the brands guidelines for photography

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As well as providing information on vaccines, the brands second main focus is also informing parents of the harmful misinformation surrounding vaccines in the world around us as well as explaining how this can be potentially dangerous to the lives of people who base their beliefs on vaccines around misinformation sources. The aim of this page as well as outlining the issue of vaccine misinformation is to also discuss how vaccines are researched and go through extensive testing so that parents can be set at ease about the level of testing that goes into vaccines before they are approved for use.

This page contains information on a university study into the link between peoples trust in medical professionals and their view on vaccines while also gathering data on how people are most commonly misinformed about vaccines. I have taken the data from the report and created an infographic demonstrating the results so that the audience of the Family Guardian site can understand the results.

Vaccine Misinformation

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An introduction to the page discussing the extent of the problem of online misinformation as well as explaining to parents how vaccines are rigorously tested for safety and effectiveness by medical professionals Here is a study report looking into the link between medical professional trust and view on vaccines as well as exploring the most common misconceptions about vaccines. I found the report intriguing to place in the site as it is within the secondary navigation of the site for people looking for greater depth on the topic of misinformation.

I also included a section explaining to parents why each misconception is wrong

I have included infographics charts demonstrating the research data on vaccine misinformation discussed in the paragraph on the left hand side of the screen to make the data more visual to the audience. For the charts I have used the brands secondary blue to keep the brands appearance and communication consistent

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Leading on from the previous page on vaccine misinformation, this page in the site looks into ways that the audience can protect themselves and their family from dangerous vaccine misinformation while browsing the online web. The best way for people to be safe from misinformation is to learn about vaccines from official trusted sources and medical professionals so that you will be able to identify what is true and whats not.

To help parents in finding this information I have listed several trusted sides that have a plethora of information on all the different vaccines with their own advice for people. These organisations include; NHS, World Health Organisation, GOV.UK, Public Health England Leading on from this, I have also included a call to action section giving advice on how parents can use this information to promote vaccines and protect others both online and close around them from misinformation seen online.

Protecting Yourself Online

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Information to parent and their family listing out several trusted sites in which they should use to get information on vaccines about instead of from online sources on social media which may be incredible or even misinformed Advice from the Center of Countering Digital Hate (CCDH) from my brand research on how to handle anti-vaxx information seen online while also protecting people from misinformation

This image contains a mother with her toddler and baby looking at an iPad to represent a family browsing the information together. This is effective as the image both follows the brand guidelines of having the subject focus being on families while also getting across the idea of searching online

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Within the final information page, I have included an update on the Covid-19 vaccine as Corona Virus is the most prevalent disease currently and a global crisis affecting everyone in the world so in a site on vaccine information parents would be looking specifically for information on the Covid-19 vaccine.

I began this section by outlining in bold how the vaccine is safe and effective so that within the hierarchy on the page, it is one of the first things the user reads as it is a very important message to communicate. I have included an up to date summary as of when I created the prototype site on the roll out of the vaccine in the UK discussing the priority groups which are currently able to book an appointment for a vaccine within the UK. I have also added onto this page an update into the current progress of clinical trials for the Covid-19 vaccine on under 18 year olds to see the effectiveness and side effects at that age range.

Covid-19 Vaccine

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A bold message outlining how the Covid-19 vaccine is safe and effective followed by information of the current priority groups the vaccine is being rolled out to in the UK. This page would be constantly updated with the current Covid-19 situation An explanation and update on the Covid-19 vaccine being moved into clinical trials for under 18’s to test it’s safety and effectiveness within younger generations of people

Image of a virus to represent Covid-19 but through a family appropriate image that is also educational of what viruses look like close up

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With the contact page I felt as if it was especially important as to humanize the contact process as much as possible. The aim of the brand is to inform parents of vaccine information so it is important that the tone of voice used encourages parents to get in touch with the difficult questions and worries in which they may have about vaccines and how they will impact the future of their family.

It is because of this reason that I have added in a wide range of ways to contact the brand as for many parents a email may be to formal for such a serious topic so they would be more comfortable contacting the brand through social media.

Contact Us Page

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One thing in common with multiple of the inspiration sites I visited was how they have updated in some way how their brand and site functions in response to Covid-19 in an effort to protect both their staff and the audience of the site. To reflect current times within my own brand I have decided to add in a Corona Virus update on how to get in contact with the brand. In addition, Covid-19 is especially relevant to my brand on vaccine information

I included an image of an employee of Family Guardian as to humanize the contact page communicating to the audience of the site who they would be speaking to as from my research I found some contact pages made me feel disconnected and as if any contact I would send to the brand would end up sorted into a spreadsheet rather than answered with care by a person

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I like how the elements of this page sit together with the use of a grid to cleanly lay out the products. The same product grid in place could also be easily repeated downwards if the brand was to expand their product range in the future making the design both strong and future proof for when the brand gets bigger.

Furthermore, the inclusion of the information booklet mailing list is an appropriate use of my previous brand application as well as demonstrating on my website how the brand expands into print on top of interactive design.

Store Page

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At the top of the merchandising page I have included a description stating where all the profits from product sales will go to give an added layer of transparency to the brand further helping to build upon the brand value of trust I decided that the leaflet brand application from the static branding section would be appropriate for the website in the form of an information booklet mailing list with up to date information on vaccines for parents

The store page has an additional banner placed underneath the top bar containing the shopping cart.

There is a second duplicate of this banner placed underneath the top bar at the top of the screen with scroll lock on so that when the user scrolls down, the shopping cart is always accessible at the top of the screen allowing for easy navigation on the store page For my merchandising page I have created two additional brand applications on top of the outcomes from the static branding section of the unit as of the original three applications not all were suitable to sell such as the bus stop sign. For the new applications I created a mug and bottle of hand sanitizer which both contain the brands icon and are appropriate to the brand values

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Displayed to the right is the four overlays which are layered on top of the store page when the user clicks into the particular product on the store page. the grey background is set to 75% opacity so when it overlays the page in XD the store page can still be seen in the background but it is darkened as to draw the users attention to the pop up store in the center.

Looking at the store pages on the Yogscast website from my inspiration research I picked out the key information and consumer choices to display on my own site which was a switchable gallery of photos displaying all variations of the product, the nape plus retail price, an option to select colour where applicable, a quantity selection method and finally the important add to cart button so that they can complete their transaction.

Shop Overlay

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Product overlay screens on the sites store page

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Stecula, D. A. et al. (2020) ‘How Trust in Experts and Media Use Affect Acceptance of Common AntiVaccination Claims’ In: Harvard Kennedy School Misinformation Review At: https://misinforeview.hks. harvard.edu/article/users-of-social-media-more-likely-to-be-misinformed-about-vaccines/ (Accessed 30/12/2020).

Stop Hate for Profit (2020) Stop Hate for Profit Campaign. At: https://www.stophateforprofit.org/ (Accessed 02/12/2020).

The Yogscast (2021) The Yogscast Official Merchandise Store. At: https://store.yogscast.com/ (Accessed 24/02/2021).

World Health Organisation (2012) Information for health care professionals Talking with parents about vaccines for children Strategies for health care professionals. (s.l.): At: https://www.euro.who.int/__ data/assets/pdf_file/0006/160755/Talking-with-parents_EN_WHO_WEB.pdf (Accessed 28/12/2020).

World Health Organisation (2018) Vaccines and immunization: What is vaccination? At: https:// www.who.int/news-room/q-a-detail/vaccines-and-immunization-what-is-vaccination?adgrou psurvey={adgroupsurvey}&gclid=Cj0KCQiAh4j-BRCsARIsAGeV12AKL1-x1flTHdg2IYKt3iYsH_ jG2IgzE5pguu1RQjG6TMFa_JyPBCIaAuHcEALw_wcB (Accessed 28/11/2020).

Branding.

In this book I have explored three different specialist ways of working on creating a brand identity. I explore how I brand myself as a designer looking into my personal practice, creating several static outcomes for a ‘not for profit’ charity brand and then developing this brand to create an interactive user experience.