Media Design MFA Program Strategy Development Phase
Creative Development Phase
Presentation Phase
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
MDM 510 Designing Success
MDM 525 Defining Client Needs
MDM 530 Brand Development
MDM 555 Effective Copywriting
MDM 565 Design Research
MDM 570 Organizational Structures
MDM 615 Design Strategies and Motivation
MDM 620 Design Integration
MDM 650 Multi-Platform Deilivery
MDM 640 Measuring Design Effectiveness
MDM 690 Presentation of Design Solution
MDM 645 Ethics of Design
In the Designing Success course, students receive an introduction to the design industry and its practices. This initial course also provides an overview of the Media Design program, preparing students to create their own multimedia campaign, a project that will be developed during subsequent courses. During the course, students explore guidelines, resources, examples, and technology that will help them be successful throughout the program.
The Defining Client Needs course helps students develop the skills necessary to acquire and keep a client in the competitive landscape of the design industry. In this course, students learn industry proven research techniques that allow them to create solid strategic foundation for clients. Students also review client etiquette, practice evaluating a current design style, complete a client profile template and a client checklist, and develop their presentation skills.
Course Outline • Introduction and Overview of Program • Review Finished Thesis (Project Book) Examples • Identify Resources Including Books and Materials • Review Course Schedules and Work Plan
Course Outline • Working with Clients • Defining Goals and Objectives • Understand Design Research • Understand Industry Trends
Deliverables • Computer & Tech set up • Exercises using the FSO platform, Lynda.com, iMovie, Wimba, and email • Exercises in time management, APA, and legal issues • PDF Portfolio set-up
Concepts Covered/Deliverables • Proposals for multi-media advertising campaign (thesis project) • Client profile • Analysis of selected company’s competitors • Research templates
The Brand Development course explores the process of structuring the values of an entity and then making sure that all materials support and further those values. Students examine the process and complexity of brand development and learn how to create their own personal brand. In this course, students also explore the process of SWOT (Strength, Weakness, Threat, Opportunity) analysis, giving additional insights into their research and contributing to strategic knowledge building for their design projects. The SWOT Analysis is also a major factor in developing an effective creative brief and will help to identify opportunities for creative solutions. Course Outline • Brand Development Issues • Supporting the Strategic Message • Conduct a SWOT Analysis • Introduction to the Creative Brief Deliverables • Brand Attributes Presentation for the Campaign Project. • A SWOT Objective statement, Analysis and Action Plan draft • A SWOT Moodboard with summary. • A brand brief about the project company or idea.
The Effective Copywriting course helps students learn to create copy that produces results. Students also begin developing their creative brief, which documents prior research, SWOT Analysis, and other strategic details developed in previous courses. The creative brief acts as a guideline for developing creative ideas; students learn how to rely on this information as a valuable resource for creative ideas and as a tool for measuring the effectiveness of various creative solutions. Throughout this course students will be required to polish their writing skills in order to extend the power of their design and craft effective communication. Course Outline • Write Research Paper • Write Copy for the Design Projects Deliverables • Research Paper (APA Style) • Taglines • Personas • Creative Copywriting for Campaign Project
In the Design Research course, students learn how to think about the big picture when working on a design solution, as they begin to implement the techniques of researching for design. This is the first of the four primary design courses in the Media Design program: in this course, students begin to visually interpret the strategic building blocks developed in earlier classes to create a wide range of visual solutions. Numerous creative resources will be used to fuel this creative process. Course Outline • Research Implementation (Images, Typography, Color • Preliminary Design Sketches • 2-D Applications Deliverables • Graphic Toolbox • Print Applications
In the Organizational Structures course, students explore the professional workflow and organization of a media design firm. Understanding the roles and goals of each position of a successful media design operation puts students in a position of greater value to their employer. Secondly, all of the students’ creative work is brought to a professional level of style, rendering, and innovation. Every possible source of creative expression will be utilized in order to make sure that students’ work will have the greatest impact and impression. Course Outline Organization of Design Firms Logo Development Website Concepts Deliverables • Completed logo • Logo applications • Preliminary website map • Preliminary sketches for website Home page • Preliminary rendered website Home page created with elements from the toolbox
The Design Strategies and Motivation course focuses on the refinement of the concepts developed in the Design Research course. In this course, students refine their creative ideas with an eye towards maximizing the impact and effect of their communications. Utilizing the rendering power of the computer, along with online creative resources, students are asked to create a range of professional visualizations of their concepts and ideas. This exploration of different design strategies and how best to employ them in the service of the overall message teaches critical skills needed in the design industry.
In the Design Integration course, topics such as the role and techniques of innovation are explored as students further refine ideas for their multimedia campaign. Research into design luminaries and their techniques, past and present, help give students a solid foundation from which to proceed with their own design work. In this course, students also document all of their previous work and then incorporate everything into a process manual format. The process manual contains the entire project history, from initial research to developing the strategic positioning to hand drawn concepts and finally the design application system.
Course Outline • Refine the Application System (Website Development) • Design Personal Website
Course Outline • Digital Storytelling in Space and Time
Deliverables • Completed website map • Wireframes • Completed, rendered website Home page and a minimum of five rendered frames from the site map • Personal portfolio website layout
Deliverables • Preliminary sketches for storyboard sequences • Completed, rendered storyboard • Prototype motion graphic
The Multi-Platform Delivery course helps students polish their professional quality deliverables across a variety of possible platforms. This class is the opportunity for students to create the most effective professional quality presentation possible. They will be working on finishing their campaign, making sure that all the issues defined in the creative brief have been addressed effectively and with professional polish. Course Outline • Finish Design of Campaign • Review and Update Research Paper • Effective Presentation Techniques Deliverables • Mindmap and book map for Project Book • Project Book page layouts • Additional Applications
In the Measuring Design Effectiveness course, students explore the different ways to measure the success of media design. To capture a holistic perspective of the media design experience, students are encourages to examine multiple points of view, outside research, and critical thinking, through a variety of assignments and discussions. Basic concepts regarding metrics such as R.O.I. and marketing strategies are also introduced. In this course, students also learn to effectively use words, audio, and visuals in conjunction with sound reasoning to create persuasive and compelling presentations. This course challenges students to aggregate information from previous courses with the goal of creating a professional presentation and furthering the completion of their multimedia campaign.
In the Presentation of Design Solution course, students simulate the conditions of a professional environment in which they are required to make an online presentation of their work. In addition, students deliver all their design work and process pieces, academic research and presentation for review. The entire Media Design Course Director staff will critique this presentation and design work. The results will represent the student’s final grade and evaluation.
The Ethics of Design course provides students with a broad view of the media design industries, exploring areas such as the licensing of media and fonts, contracts, copyright and trademark protection, and ethical responsibilities when dealing with commercial interests. Students also explore the power of intellectual property and its effects on shaping the world’s opinions and buying decisions, and some of the consequences of bad design.
Course Outline • Delivery of All Work • Presentation of Multimedia Campaign
This course also provides an opportunity for students to complete many of the items worked on throughout the program, as they begin to finalize their multimedia campaign, which will be presented in the final month. Students also begin designing materials to leave behind with the client after they deliver their multimedia campaign, including branded contact items and the final deliverable.
Deliverables • Finalized Project Book • Research Paper Completion
Course Outline • Style Guide Concepts • Final Preparation of Deliverables
Course Outline • Ethical Decision Making • The Designer’s Role in Protecting Intellectual Property • Design Leave Behind
Deliverables • Finalized Syle Guide section of Project Book • Additional Applications
Deliverables • Presentation video • Personal portfolio website • Résumé and cover letter
Completed Student Project Book Selections Pages 2–9 (Introduction): Rebranding the Smallest Scooter Company in America; Scooter Culture; Mission Statement and Campaign Vision
Pages 12–19 (Brand Research) Brand Attributes; Demographics & Target Market; Brand Benefits & Unique Selling Position; Assessing the Brand’s S.W.O.T.; Style Boards
Pages 2–9 (Introduction) Pages 34–35 (Brand Voice) Pages 56–57 (User Personas)
Pages 30–31 (Color Palette) Pages 32–33 (Typography) Pages 36–37 (Imagery) Pages 38–39 (Textures) Pages 44–47 (Print Applications)
Pages 22–23 (Brand Logo) Pages 52–53 (Site Map)
Pages 52–53 (Site Map) Pages 30–31 (Wireframes) Pages 50–57 (Website Design)
Pages 58–61 (Motion Graphic)
Initial Project Book Planning and Layouts; Additional Applications
Pages 22–41 Style Guide Section (Brand Development); Additional Applications
Additional Applications; Completed Project Book
Presentation Video
Pages 5–6 (Research Abstract)
Page 17 (Communication Audit) Page 18 (Demographics) Page 19–20 (Creative Brief) Page 23 (SWOT Analysis)
Pages 5–6 (Abstract) Pages 7–15 (Research)
Page 24 (Design Research) Page 25 (Mood Boards) Page 33 (Color) Page 34 (Photography) Page 39–42; 49 (Print Media)
Page 26 (Logo Development) Page 43; 47 (Stationery) Pages 62–63 (Website Development)
Page 44; 48 (Website Design)
Pages 51–52 (Motion Graphic)
Initial Project Book Planning and Layouts; Additional Applications
Pages 29–44 (Style Guide Section); Additional Applications
Additional Applications; Completed Project Book
Presentation Video
Pages 6–7 (Letter From the Designer) Pages 7–8 (Design: The Process)
Pages 24–29 (Brand Research) USP; Key Tenets; Call to Action; Target Audience Pages 46–47 (SWOT Moodboard)
Pages 12–23 (Research Paper) Pages 28–29 (Demographics) Page 89 (Voice) Pages 7–15 (Research)
Pages 32–43 (Competitive Survey) Logos; Websites Page 25 (Mood Boards) Initial Ideas; Investigations Page 52 (Graphic Toolbox) Pages 56–61; 104–107 (Print Ads)
Pages 54–55 (Logo Development) Pages 62–63 (Website Development) Pages 92–93; 102–103 (Stationery)
Pages 64–65 (Website Sitemap and Wireframes) Pages 96–97 (Website Specifications—Rendered Frames) Pages 108–111 (Website Design— Rendered Frames)
Pages 66–67 (Motion Graphics Development—Storyboards; Rendered Frames) Pages 112–113 (Motion Graphic— Specifications and Rendered Storyboard)
Initial Project Book Planning and Layouts; Additional Applications
Pages 70–99 (Style Guide Section); Additional Applications
Additional Applications; Completed Project Book
Presentation Video
Inside Front Cover (Designer Notes)
Pages 11; 14–25 (Brand Research) Unique Selling Proposition; Target Demographics; Client Brief; Brand Features; SWOT Analysis; Brand Mission; Creative Brief; Call to Action
Pages 8–13 (Research Paper) Page 14 (Target Demographics) Pages 64–65 (Brand Voice)
Pages 30–31 (Design Research) Pages 32-33 (Mood Board and Toolbox) Pages 34–35 (Print Concepts) Pages 68–69 (Print Solutions— Ads)
Pages 28–29 (Logo Concepts & Sketches) Pages 38–39 (Web Concepts) Page 50 (Stationery)
Pages 38–39 (Web Concepts) Pages 60–61 (Web Guidelines) Pages 72–73 (Digital Solutions)
Pages 40–41 (Motion Graphic Initial Sketches and Storyboards) Pages 62–63 (Motion Graphic)
Initial Project Book Planning and Layouts; Additional Applications
Pages 44–65 (Style Guide Section); Additional Applications
Additional Applications; Completed Project Book
Presentation Video
Page 8 (Introduction)
Pages 10–16 (Research— Company Overview; Demographics; SWOT Analysis; Creative Brief)
Pages 8–16 (Research) Page 12 (Demographics)
Pages 19–20 (Mood Boards) Pages 43–46 (Images) Pages 21-22; 49-50 (Print Ad Preliminaries and finished Print Ads)
Pages 27–28 (Logo Sketches) Page 32 (Completed Logos) Pages 47–48 (Home Page) Pages 51–52 (Stationery)
Pages 23–24 (Website Site Map and Wireframes) Pages 47–48 (Home Page) Pages 59–60 (Website)
Pages 25–26 (Motion Graphic Initial Sketches and Storyboards) Pages 57–58 (Motion Graphic)
Initial Project Book Planning and Layouts; Additional Applications
Pages 31–52 (Style Guide Section); Additional Applications
Additional Applications; Completed Project Book
Presentation Video
Page 4 (Introduction)
Pages 8–9 (Research— Company Overview; Locavorism)
Pages 8–13 (Research Paper Abstract and References) Pages 16–17 (Demographics)
Pages 20–23 (Competition; Design Research; Designer Toolbox) Page 25; 47; 54–55 (Print Ad Preliminaries and finished Print Ads)
Page 24 (Logo Sketches; Completed Logos) Pages 26–27 (Web Home Page) Page 44 (Stationery)
Pages 26–27 (Website Site Map and Wireframes) Pages 56–59 (Website)
Pages 28–29 (Motion Graphic Initial Sketches and Storyboards) Pages 60–63 (Motion Graphic)
Initial Project Book Planning and Layouts; Additional Applications
Pages 32–51 (Style Guide Section); Additional Applications
Additional Applications; Completed Project Book
Presentation Video