Ukids_Design process book

You & Your kid s

© Yung Jou Chen GR620 Visual Thinking

Academy of Art University Summer 2 016 Instructor_David Hake

You & Your kids

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“PARENTS ARE NOT THE PEOPLE YOU COME FROM. THEY ARE THE PEOPLE YOU WANT TO BE, WHEN YOU GROW UP.“

– Jodi Picoult

CONTENT

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TOPIC SELECTION 5 problems in the US Brainstorming wall 3 issues Final topic

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BRANDING Background Audience Competitors Brand Development Tone & Keywords Moodboard

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DELIVERABLES Branding posters Website + Brochure Product // Card Game Ukids Event

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TOPIC SELECTION

5 problems in the US Brainstorming wall 3 issues Final topic

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TOPIC INVESTIGATION In the first step, I made a list of 10 things that I like and dislike.

This helps me figure out a number of good aspect to develop ideas and topics. And second step is using the word I select to find out problems that related to the US society.

LIKE_

DISLIKE_

Movie

Fight

Pray

Snails

Pancake

Distance

Blueberry

DIRTY

Avenir

Mean

White

Selfish

CATS

Bossy

Shopping

Stinky

LAUGH

Cheat

Relax

3C

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5 PROBLEMS IN UNITED STATES After investigating social problems in the United States, I selected five topics that interested me the most.

TOPIC 01_

More and more kids are starting to use tablets.

TOPIC 02_

Nowadays, people spend a lot of time on screen.

TOPIC 03_

KIDS LEARN FROM IMITATING THEIR PARENTS. TOPIC 04_

There is a lot of trash in our surroundings.

TOPIC 05_

Many stray dogs and cats are sent to animal shelters nationwide every year.

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BRAINSTORMING WALL Thinking about the wide range of possibilities about my selected topic, I created pairs of opposing words to frame how I will brainstorm ideas. After that, I used post-it notes to create my brainstorming wall.

PAIRS OF OPPOSING WORDS_

I picked the term"good behavior v.s bad behavior"and"speech

Physical

Virtual

2D

3D

v.s action� for the two sides of my brainstorming wall. In the first 30 minutes, I wrote down anything that could possibly be relevant to my topic, and

Immediate

Long-term

GOOD BEHAVIOR

BAD BEHAVIOR

Static

Active

Kids

Parents

Present

Future

SPEECH

ACTION

placed the Post-it in the quadrant most suited to the idea.

In total, there were two rounds of brainstorming.

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3 ISSUE The result of my brainstorming process yielded several ideas within a single topic. I selected three of those ideas.

ISSUE 01_

Behavior is more important than words Parents often tell their kids not to do this or that, but do parents also follow their own words?

ISSUE 02_

BEHAVIOR IMITATES LIFE How can I encourage parents to lead by example to educate their kids to have good behavior?

ISSUE 03_

Family Time Kids spend most of their time with their parents. How can parents use this precious time to make it valuable and not waste it?

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FINAL TOPIC After the critique in class, I picked Behavior Imitates Life for my topic..

FACT Kids learn from imitating their parents. They imitate how their parents talk and act. Kids don't really fully understand what they say and do and they just copy and follow their parents.

PROBLEM Whatever parents do or say, kids follow and learn. For example, when a mother breaks a glass, and if she says sorry, the kid will learn that when he breaks something next time, he should say sorry. But if a father says a dirty word in front of the kid, the kid will follow his behavior and use the same word. So this is a considerable problem.

GOAL Thus, behavior is more important than words. I want to encourage parents to behave well, to be role models not only for their kids but also for themselves. I decided to create an interactive material that parents and kids can learn together with.

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BRANDING

Background Audience Competitors Brand Development Tone & Keywords Moodboard

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BACKGROUND I investigated the reasons why and how kids imitate their parents.

I also used the 5W1H process to clarify how I developed my brand.

IT’S A BIG RESPONSIBILITY knowing how much we are

5W1H_

influencing our kids, even when we are not consciously trying to. Children at age two to five become more aware of the fact that they will grow up to be a woman or man. So, they will attempt to follow their parents' footsteps, for instance: paying attention to loved ones and friends, displaying appropriate attitudes towards work, house chores and responsibilities.

It is a common scene for children to copy their parents' dressing style and learn to express various human emotions such as love, fear, anger, grief and happiness.

When: Kids spend most of the time with their parents.

HOW DO KIDS IMITATE? Most children love to pretend play at home. They are constantly observing their parents or other adult family members at home.Parents have to set good examples by being more mature, watching their language and not showing unhealthy behavior. Burping, digging noses, scratching unexpected parts of the body and using foul language are not appropriate forms of behavior in front of innocent children. When adults demonstrate good behavior and attitudes, it will leave a strong impression on the child's mind.

Who: Kids from 2 to 5 (preschool, early childhood), and their parents.

Where: When kids are this young, parents prefer to keep them at home rather than take them outside. I they do, they will take them to restaurants and parks.

Why: Kids spend most of their time with their parents.

As a result, parents can influence them the most.

What: The behavior of parents easily impacts their children.

How: Kids follow their parents’ behavior, such as how their parents talk, act, etc.

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AUDIENCE

Parents who care about their kids hope they can learn good behavior and grow up polite.

For this brand, I classified the audience into three types of parents:

Stay-at-home Mom New Father Working Mom

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TYPE 01_

STAY-AT-HOME MOM

Karen, 34 A new mom with a 5 year old boy.

Occupation : Housewife Residence : Berkeley, California

Being a new mom, she has no experience educating her son.

She spend most of her time staying at home with her son.

She like to use the computer and smartphone to search for any information she needs.

Willing to try new things.

Very familiar with computers.

Her husband is a professor.

She loves kids and wants to have a second child.

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TYPE 02_

NEW FATHER

John, 35 John just got married and his wife is pregnant.

Occupation : Owner of a startup Residence : Sab Francisco, California

John has a good relationship with his parents, so he wants his child to have the same experience.

John checks his email everyday.

He is willing to try new things.

John and his wife bought a lot of books and toys about parental learning.

Very familiar with computers.

Often visits online stores.

John loves to participate in all sorts of activities.

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TYPE 03_

WORKING MOM

Jill, 30 Jill has a 2 year old daughter and a 3 year old son.

Occupation : Therapist Residence : New York, New York

Jill is a busy therapist, but she treasures every moment of her time with her kids.

Jill's husband is a doctor.

Jill likes to shop online.

Her kids fight a lot when she is not at home.

Jill and her husband pay a lot of attention to their kids' behavior.

They want to improve their relationship with their kids.

Jill and her husband are busy during the weekdays and free on the .

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STAKEHOLDERS

GRANDPARENTS_ They also care about their grandchildren, they care about their health and emotion, Also they wish their grandchildren could behave well. What’s more, grandparents are willing to spend time with them.

TEACHERS_ The issue of kids imitates parents is not only for parnets only, teachers also pay attention about this. When kids grow up and start entering school, how kids behave will show immediately. Thus, teachers are also an important model.

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COMPETITORS

ABCMOUSE.COM_ It's a global education initiative of Age of Learning, Inc. Their goal is to help children build a strong foundation for future academic success by providing a comprehensive and also help engaging online curriculum to greatly assist early learners to succeed in pre-k, kindergarten, and early elementary school programs.

BABYTV_ Their main focus is to develop high quality series that are designed to promote learning, activity and interaction in a fun environment.

CURIOUS WORLD_ Curious World is brought to you by Houghton Mifflin Harcourt, the world’s largest provider of educational products and solutions for pre-K–12.

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BRAND DEVELOPMENT

NAME: Ukids

Potential Names:

CATEGORY: Educational

InterLearn Using an interactive way for you and your kids to learn.

LOCATION: Website PURPOSE: Through our educational products, parents and their kids can not only learn together but also imprvoe their relarionship.

SCOPE: For English speaking families.

COMPETITION+INSPIRATION: The research I did shows that there are many exsiting companies and organizations that help kids or adults learn through the internet. There are good online educational games but I have not found a company that targets both kids and parents.

GENERAL INFORMATION: I will keep looking for more information, and I will interview parents and ask them questions about how they and their kids interact at home, and whether they have any problems.

FunEd Education can be fun, attracting kids to learn.

Uteach You teach your kids an interactive way! Parents will be the role model.

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INITIAL VISUAL IDENTITY

For the brand logo, I chose two concepts–mirror reflection and using the letter U to be the visual focus. I tried both typographic and icongraphic solutions.

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INITIAL SKETCHES

TYPEPOGRAPHIC SOLUTIONS_

ICONGRAPHIC SOLUTIONS_

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VISUAL IDENTITY DEVELOPMENT I chose an icongraphic solution based on the mirror reflection concept which indicates that kids are just like a mirror and they imitate what parents do.

FINAL SOLUTION_ I tried different perspectives of the shape and also the word.

Eventually, the first one had the best balance and legibility.

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COMPETITOR LOGOS Existing logos with a similar look.

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FINAL LOGO + IDENTITY Typeface_Gill Sans, Regular

The asymmetrical shape represents the mirror.

The diamond shape also represents the mirror.

Lineale Humanist typeface to match my topic.

The reverse of the letter U signifies that kids are like mirrors and reflect what their parents do.

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TONE & KEYWORDS

TONE_ My brand is about child education, so the overall goal is to create a colorful, playful and friendly visual system. The graphic elements are cute and simple illustrations. And the typographic elements will use a bold slab serif and sans serif typefaces to

represent the energy and joy that children have.

KEYWORDS_

FUN ENCOURAGING COLORFUL

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MOODBOARD For my moodboard, I selected colorful, playful images to represent my tone and style.

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DELIVERABLES

Branding posters Brochure + Website Product // Card Game Ukids Event

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BRANDING POSTERS

POSTER CONCEPT_ For the poster series I chose a persuasive direction.

Through my posters, I want to show that kids imitate their parents and convey a message of what parents can do.

I used friendly illustration to be the main visual for each poster. There are both parents and kids in the posters, and they all have the same pose. To encourage parents to be role models of their kids, this is the best way to teach their kids good behavior.

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About

Service

Contact

YOUR KIDS WILL IMITATE YOU — YOUR BEHAVIOR CREATES AN IMPACT. Copyright © 2016 Ukids Company. All rights reserved.

So You can have an improved family relationship and your kids will also behave better!

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WEBSITE + BROCHURE

WEBSITE CONCEPT_ The third deliverable is a website and it is an expanded brochure. On the website, there is more information and it also introduces an event.

BROCHURE CONCEPT_ The second deliverable is a brochure. I designed three brochures with the same content but with different covers and slightly different illustration for the content of each one. As a result, you can choose anyone you like, they all have a window on the cover and it makes the audience curious about what is inside. The content not only has information about the brand but also the brochure and it shows why and how kids imitates their parents.

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WEBSITE PAGES_ There are three links on the website: about, service and contact.

I used three colors and illustration to be the main visual.

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Brochure Series_ Different cover with colorful illustrations and great informations in it.

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BROCHURE PAGES_ I used a clean and clear layout to give viewers a better reading feeling. And agian, the content not only has information about the brand but also the brochure and it shows why and how kids imitates their parents.

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Brochure 1_

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Brochure 2_

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Brochure 3_

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GAME CARD

GAME CARD CONCEPT_ The fourth deliverable is game card, It's an interactive game for parents and their kids.

The game purpose is to teach children what is good behavior and also encourage parents to be the role modle with good behavior.

HOW TO PLAY_ 1) Follow the image on the card, and explain the meaning of it.

2) Imitate the action on the card and then ask your kid to follow you.

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Left_ Overall packaging Top Right_ Overall look of the card game, one pack have ten cards.

Bottom Right_ Backside of the packaging and also cards.

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EVENT An educational event that helps parents to learn more about kids behavior.

In the event, there are activities such as interactive game for parents and kids, and a speech for parents.

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Left_ Event poster Top Right_ Outside view Bottom Right_ Direction poster

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Left_ Name tags for Staffs and visitors For visitors, they can write their name by themselves.

Top Right and Bottom Right_ Souvenirs // Bag, t-shirt

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Left_ Flyer for the event.

Right_ Flyer with bookmark.

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"At the end of the day, the most overwhelming key to a child's success is the positive involvement of parents." –Jane D. Hull

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© Yung Jou Chen yungjouchen@gmail.com +1 415 837 8245