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F R A N K E N S TO RY L A B S A graphic design MFA thesis project
Written and Designed by Aaron-Harper Lee
Academy of Art University Graphic Design Graduate Dept. 79 New Montgomery, 5F San Francisco, CA 94108, USA
Find out more on the web at: www.frankenstorylabs.com
View more work by Aaron-Harper Lee at www.aaronharperlee.com
For inquiries, please email
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aaronharperlee@gmail.com
Graphic Design Department Chair_Mary Scott Department Director_Phil Hamlett Associate Dept. Director_Hunter Wimmer
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GRADUATE THESIS Aaron-Harper Lee www.frankenstorylabs.com
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frankenstory [frang-kuhn-stohr-ee] noun A creation produced through imagination, personalization, storytelling.
a note_ 7
This is my journey to enable children of all shapes, sizes and ages to build their own stories, bring them to life, and of course, share them with loved ones.
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this is for you mom, dad, grandma and grandpa
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When parents sp quality time with their children ar to succeed. 窶年ew York Times
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pend highh their children, re more likely 11
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T is for table of contents n.
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pg 14
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beginning pg 24
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researching pg 92
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exploring pg 114
branding pg 136
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testing pg 158
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delivering pg 196
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envisioning
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chapter 01
B is for beginning v.
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Genuine beginnings begin within us, even when they are brought to our attention by external opportunities.
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ďż˝ WILLIAM THROSBY BRIDGES
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I grew up exercising my motor skills with dirt streaked across my nose as I rode my bike as fast as I could, thinking I if I pedaled fast enough, I could travel into the future. When the sun went down, my imagination ran wild as my lego villains duked it out with Optimus Prime. But at the end of some nights, my mother tucked me in bed as she made up random stories that continued from the previous night.
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And those nights were the best nights as I drifted off into vivid dreaming.
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Some storytelling_
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Storytelling, imagination and an appetite for creativity have been such an integral part of my life that to this day, they influence how I approach design. I still have fond memories of my father showing me how to fix or build things and my mother’s bedtime stories sagas over the years. These memories were so strong that I wondered in our ever-changing society today, do children still grow up with the luxury of time and common interests?
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My thesis began when I observed the rise in digital toys for children as tablets such as the iPad became increasingly popular in middleclass families. Countless articles today delineate as well, the rise of dual-income families. More parents seem to be pressed for time, juggling life, family and work.
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So I decided to do a little searching to gain insight on how I improve quality family time through play. I believe that no matter how big, small, young or old you are, there’s always time for adventure and family time.
ways me for 22
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FI G 0 1 _ B A p o ste r to exe rcis e h ow to exp re s s h ow I fe lt initially ab o ut my th e s is to p ic in its c o n c e ptio n .
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An anecdote_
The poster on the left is based on a story my mother told me about a mother’s adventure with her child, riding on a paper sailboat into the horizon. Her creativity in storytelling was influenced by my grandfather’s knack for silly stories made up on the fly. Personally, this is an example of how important creativity and quality-time is, that it is passed down to the third generation. I consider myself a good storyteller because of my roots. 23
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C is for curiosity n.
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Research is formalized curiosity. It is poking and prying with a purpose.
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ďż˝ ZORA NEALE HURSTON
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Compared to just about two decades ago, dual-income families have increased by almost two-fold and stands at over 55% today. Although the modern parent is much busier, both mothers and fathers are spending more time with their children than they did in 1975; Yet, 85% of all parents still think they don’t spend enough time with their little ones.
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background stats_
Families today are multi-taskers, juggling personal time with work, chores, and family. According to the surveys I conducted and the articles I have read throughout my research, parents desire tools that help them deliver creative ways to interact with their children in the time that they do spend together—and without comprising their schedules. A fulfilling parent-child relationship depends on the quality of time spent together, not quantity. And part of that are simply the fundamentals of playing together. Creative parenting is not intuitive and if activities can cater to both parent and child, then improving quality time together can be facilitated.
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creative tools / balance compromise quality time 29
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first things first. asking the right questions.
01 why don’t parents feel like they spend enough time
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with their children?_
Parents actually are spending at least as many hours caring for their children as parents did four decades ago. It seems contradictory as parents complain about feeling rushed and not having enough quality time with their children. This is a guilt phenomenon, but what is really happening is a gap between a parent’s self-evaluation and today’s high cultural expectations with parenting.
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02 how are parents actually spending time with their _ child or children?_
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There are four primary time use components in what researchers call, “total child care.� There is the basic care, which is time spent on basic needs such as feeding, putting to bed, grooming and medical care. The second category is educational, which is any time spent reading, teaching and attending school meetings. Recreational care is another category which involves play, a child’s sporting events and dance recitals, walks and small trips. The final time use is travel childcare which involves transporting a child to the doctor, to events, and also daily trips to school.
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03 is it assumed there are usually positive outcomes of healthy parental interaction?_
In addition, research shows that children tend to have better health, earn higher grades, have better social skills and are more likely to continue on to higher education. Because they are more socially competent, they have better communication skills since their parents become more in tune to their needs and emotions. Statistics show that children are less likely to grow up to be teens who resort to violence and drug-use.
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Parent-child interaction is fundamental to the growth and development of young, who inherently learn through contextual influences. Play interaction within a home environment contributes to a greater understanding of which social contexts allow children to grow in their “zone of proximal development,� which is an understanding of what a child can do with help and what can be done without guidance. Interaction also helps prepare them for future challenges.
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keywords
working social / single comfort / work life-balance mobile / digital single / modern traditional
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personas anticipating audience
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Making personas is a way to understand your potential users.
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f lashcard vernacular?_
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Making flashcards alludes to learning subjects through elementary methods and early memories of ABC’s. Here, I identified the types of people I may run into for interviews about how they spend time with their children. This helps to anticipate the audience and to help prepare for asking the right questions.
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keywords
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apps/ time legos / traditional ipad / worry mobile / books modern
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findings distilling surveys
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a survey of 50 participants: 3 methods
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forum discussions
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phone interviews
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in-person interviews
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you are cordially invited_
Snail mail and electronic invites are always a great way to formally invite participants. Although I did not have a formal visual system developed, I still wanted to stick to a kid and parent-friendly theme. Usually, bright colors do just the trick.
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hello
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adam
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dede
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robb
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01 do you let your child use tablets or apps?
Absolutely not Yes, but only with a parent
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Yes, I alllow them to use alone
02 why do you worry about the quality
1_not enough time
of time you spend with your child(ren)?
2_not enough time 3_too tired 4_lack of engagement 5_I don’t worry
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6_peer pressure
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03 how do you feel about apps for parents + children?
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Facilitates bonding Still looking for more Too many Should not be used
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04 what would you like to spend more time doing? communicating educating reading playing
05 how often do you use traditional books and toys? 65
Sometimes Less thank I would like Often
06 how many hours do you have with your child(ren) on the average weekday??
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distilling the findings in vernacular_
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After personally interviewing parents and taking surveys, I compiled all the information into an app. This was a way to see if I could make a social platform for parenting resources.
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takeaways
01_ Apps are acceptable, as long as their child is at a certain age and if they are used with the parent. 02_ Parents with a little more time on their hands worry less about how they raise their child, yet they would still like to play more.
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05_ Traditional toys and books are still most accessible and preferred. 06_ Slightly older children have less daily time with parents due to school, so a solution should consider how working parents and older toddlers interact.
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03_ Although there are many apps available, there probably arenâ&#x20AC;&#x2122;t many that parents find stimulating for both themselves and their child.
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keywords
work / time apps / traditional tactile / comfort life-balance mobile / digital modern
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8 top insights distilling more findings
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insight_
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Older children (ages preschool and up) have less time with their parents, but they are more articulate.
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as soon as my daughter got old enough to go to daycare, she'd start telling me about what she did all day. —dede s. 77
when my son started preschool, he started asking me more questions—some, i didn't even know how to answer or where to begin! —adam s.
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i look for something that they can take apart and remake or reassemble into something different which builds their imagination.
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â&#x20AC;&#x201D; Dr. Kathy Hirsh-Pasek, author
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insight_ Parents and children enjoy tactile activities like traditional building blocks and legos because they are more engaging.
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03 insight_
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Toys that are constructive like legos or building blocks are traditional and still preferred today by both parents and children.
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2006
2013 81
According to Bloomberg, Lego revenue has increased by 106% since 2006.
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one way I like to combine chores and not having to clean up after playing is making forts out of sheets and blankets the night before laundry day. â&#x20AC;&#x201D; Patrick
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insight_
Playing pretend is a popular pastime, but requires time and effort like the inconvenience of clean-up.
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insight_
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Many apps do not engage parents or require their participation.
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At least 3 out of 4 parents will say that they end up watching their children play with apps.
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insight_
The focus of many activities or apps does not include evolving the interaction between parent and child over time.
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VS
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Typically, websites or other digital interfaces cater to either the parent or child, but not to both.
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The strategy chart. Solutions.
note_
After compiling insights, strategies addressed insights as deliverables embodied prospects.
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topic
outcome
audience
Enriching the dynamics of
To increase the quality of
Busy parents of children
parent-child interaction
parent-child interaction
ages 5 and up.
Typically, websites or other digital inter faces cater to either the parent or child, but not to both.
Toys that are constructive are traditional and still preferred today by both parents and children.
insight Create common interfaces with components that engage both parent and child.
insight Using building blocks, have parent and child construct something together. 91
strategy
strategy _TOYS, APP & WEBSITE
A companion app to a kit of lego -like components that enables parent and child to design and build toys that interact with the app.
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E is for exploring v.
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Exploring the unknown requires tolerating uncertainty.
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ďż˝ BRIAN GREENE
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Process and exploration are two of the most important aspects of how I approach design. This was also a great opportunity for me to exercise illustration skills and to establish a strong visual identity.
exploring
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There was a first time for lots of things in this stageâ&#x20AC;&#x201D;learning to illustrate in a different style, and beginning to think in 3D in disciplines beyond packaging. This also included how to think like an industrial designer, collaborate with others, ask the right questions, leave room for errors and of course, plan well.
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keywords
intuitive simple / colorful profile / read friendly flow
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app exploration explorations
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the first app prototype_
iPad
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Lorenzo goes on a doughnut day
dASHBOARD lab stories shop
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FAVES share f settings Y labc
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COLOR INSIDES
HEAD ARMS LEGS EXTRA
77% FRANKINEERING
15% iPad
iPad
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a PICK AN ADVENTURE
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PICK AN ADVENTURE
labora-Story
lorenzo
NAME 2:
choose
VERB 1:
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VERB 2:
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ADJECTIVE:
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ONCE UPON A TIME THERE WAS A THINGAMABOB NAMED LORENZO LIVED IN A SHOEBOX AND ATE CA BALLOONS IN THE LAND OF SUITC
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oops.
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And on the 400th day, Franco was born as the official mascot of Frankenstory Labs. It is never specified what exactly he isâ&#x20AC;&#x201D;it is up to your imagination.
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Franco succeeded many a round of robots, samurai gorillas and nonsensical creatures. It is based on Lorenzo, an ape-like creature, who seemed like it could not be efficiently manufactured. Who knew after a semester, the design of Lorenzo would be revisited and simplified into a working form.
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B is for branding n.
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Entrepreneur, either your brand is distinct or your brand is distant.
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â&#x20AC;&#x2022; ONYI ANYADO
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The challenge is branding Frankenstory Labs is to design something that appeals to two audiencesâ&#x20AC;&#x201D;children and their parents. I wanted to create something bold, colorful, exciting, silly, memorable, and packed with a whole lot of personality.
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identity sketches_
I wanted to create logotype that felt nostalgic and familiar with a human touch to it. I looked to script for inspiration. But it wasnâ&#x20AC;&#x2122;t until I explored other options that I came to the realization that using script was an option. At first, I focused on sans serif type, something that matched my first type system. The sketches on the left are merely a glimpse of the beginnings of logo exploration.
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However, most explorations started with the idea of a lightning bolt as a symbol of building stories and bringing it to life.
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logo type X
X .5X
X
.5X
X
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logo clear space_
The x-height of the logo type is exactly the width and height of the â&#x20AC;&#x153;oâ&#x20AC;? in the logotype. The z-height is exactly 3 squares tall of the logo mark. is Clearspace allows the logo to breathe and stand out on its own. These logo type specs should never be violated. logo minimum size_
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The minimum size of the logo type should never be smaller than .25 inches in height and in width proportion to the height. This also applies to the logo mark. This ensures that the logotype remains readable at all times. Do not place on busy backgrounds.
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logo mark vs. logo type
The logo mark is secondary, but can be used in place of the logo type when the brand has already been emphasized or if further simplicity is desired. Do not place any logos on busy backgrounds.
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logo mark Z 5Z Z
4Z
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typography
PUBLICO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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0123456789
GRAPHIK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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typography use_
Graphik is appropriate for body copy, captions and areas needing clean type. Use only regular for large body copy and extralight for smaller body. There should never be a need for bold Graphik as Publico should serve for that purpose of contrast and hierarchy.
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Publico is used for titles and quotes or in any event needed to call attention to copy. It should never be used for body copy and should not intentionally overwhelm a viewer.
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color usage_
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These colors are the primary colors used for Frankenstory Labs. Any tint can be used as long as there is solid readability and contrast. Do not pair colors that do not compliment images or type. Solid backgrounds behind large type is encouraged.
The trademarks gradient is also encouraged but content should be placed sparingly on it, such as logomark placement.
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candy colors
coco
choco
lorenzo
poco
flaco
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darko
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illustration style_
Whimsical and nonsensical is the theme of Frankenstory Labsâ&#x20AC;&#x201D;that creativity and imagination should be giggle-inducing. Inspired by Spanish illustration, artwork must be vibrant, organic and silly. Juxtaposing is encouraged since combining different things together relates to the mad-libs concept of storytelling. For example, who would have thought of antlers on a fish? Or walking sushi? 133
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T is for testing v.
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The main thing is that everything become simple, easy enough for a child to understand.
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ďż˝ ALBERT CAMUS
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Great ideas cannot be great until ideas are shown to users for feedback. After researching, branding, and prototyping, it was time to reveal to my audience what my thesis was about.
The app, website and toy rendering was shown to parents and children under the ages of 9. The feedback and testing results? Excellent. 139
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an app a website
a toy rendering
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my sons, andrew and thomas want to see this become the real thing! â&#x20AC;&#x201D; ELITA, MOTHER
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heâ&#x20AC;&#x2122;s so silly. i like him. you should make him have machine guns! â&#x20AC;&#x201D; WESLEY, AGE 7
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we would totally use this with both our kids! â&#x20AC;&#x201D; DAN, FATHER
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i like how you can make the thing and it becomes part of the story! â&#x20AC;&#x201D; THOMAS, AGE 7
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this can encourage reading! â&#x20AC;&#x201D; JING, MOTHER
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my favorite part is the storytelling!
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â&#x20AC;&#x201D; ZACH, AGE 5
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D is for delivering v.
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The main thing is that everything become simple, easy enough for a child to understand.
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ďż˝ ALBERT CAMUS
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I started this journey with no idea how far it would get. I did not know how to render, make toys and had little knowledge about parenting. But today, I am glad I tried something different and followed my curiosity/instincts.
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The future of Frankenstory Labs is bright. As it embarks on the road to startup-hood, there is more that lies in store for our mascot, Franco.
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Children want the same things we want. To laugh, to be challenged, to be entertained, and delighted.
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ďż˝ DR. SEUSS
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how it works_
01_build your frankenfriend 02_bring it to life, mad-libs style 03_3D print your frankenfriend 04_print your story
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The presentation and packaging is everything.
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ďż˝ ERIC DAVIS
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chapter chapter0607
for FPisisfor potential future v.adj.
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Passion is one great force that unleashes creativity, because if you’re passionate about something, then you’re more willing to take risks.
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� YO-YO MA
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Frankenstory Labs definitely has a conceivable future with a place in the market. My dream is to see it become a reality, a real start-up and to continue research. I am excited just imagining the potential collaboration with other talents in other interdisciplinary designs. I am excited to have the opporutnity to make an impact and remain true to the founding intentâ&#x20AC;&#x201D;to improve quality time between parents and children and of course to make people laugh and share stories that they can call their own.
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My primary goal as a designer is to make an impact. To take my thesis to another level, I hope to someday attend Y-Combinatorâ&#x20AC;&#x2122;s startup school and to of course, continuing learning how I can design and communicate better. For the immediate future, I would like to figure out how to make a more robust business model. I will also work to make my toy more interactive and customizable in addition to leveraging resources and creating real partnerships with Shapeways and Blurb.
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VISIT gofundme.com/frankenstorylabs
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In order to bring my toy to life, there were many complications that stood in the wayâ&#x20AC;&#x201D; the most important one, being funds which was the main hurdle to clear. Determined to execute idea and to demonstrate my thesis better, I used crowdfunding to kickstart the beginnings of my thesis. I have raised over $2,300 to this day and plan to continue raising more as I take my thesis beyond its existence as only a thesis. 205
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As my thesis was broadcast into the social media realm, traction picked up. Garnering funds from people who truly believed in my thesis, my thesis was published, documenting the benefits of crowdfunding to help bring an idea from conception to execution. And I was super stoked about the recognition because it demonstrated the potential of how powerful an idea can be if communicated in the right way. 207
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http://blogs.academyart.edu/newspaper/ http://www.79nm.com/ aaron-harper-lees-frankenstory2015/04/graphic_design_stude.html project-aims-to-bring-families-closer/
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VISIT http://blogs.academyart.edu/newspaper/ 2015/04/graphic_design_stude.html
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VISIT http://www.academyart.edu/about-us/ news-events/news/2015/april/student_ s-thesis-project-brings-families-closer
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v
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The plan is to continue to leverage 3D printing as the technology improves. Customization of the toy and storytelling can be taken a step further by allowing parents and children to build interchangeable parts and components to the toy as if they were a reimagined Mr. Potatoe Head. The toy would have built-in chips or sensors to integrate better interactivity with the iPad app.
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thank you_
Thank you to everyone who helped make this happen. Without your support, Frankenstory Labs would never have gotten this for. For my teachers, friends, classmates, my best friend and of course, my family. Thank you!
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AARON-HARPER LEE
SCHOOL
3D WORK
415.633.6989
Academy of Art University School of Graphic Design, MFA
Aaron-Harper Lee
aaronharperlee@gmail.com aaronharperlee.com
Pong Ko Ruben Martin
Academy of Art University
INSTRUCTORS
Shapeways
Spring 2015
Phil Hamlett Jeremy Stout Instructors/Bob Slote Phil HamlettHunter Wimmer
FONTS Publico Graphik
Jeremy Stout Bob Slote COURSES
SOFTWARE
Thesis I,II,III Hunter Wimmer
Adobe CC 2014
PRINTER & BINDER blurb.com
Cinema 4D Blender Maya COPYRIGHT
PHOTOGRAPHY
Š 2015 All rights reserved.
Kamin Jaroensuk
No part of this publication can be
Aaron-Harper Lee
reproduced without express permission from Aaron-Harper Lee
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