Table Of
CONTENTS
INTRODUCTION
Topic Exploration
4
Concept Exploration
8
BRAND DEVLOPMENT
Personas
10
Moodboards
14
Competitors
16
Logo Development
20
Creative Brief
24
APPLICATIONS
Posters
28
Narrative Design
36
Campaign Design
44
Application Design
54
CONCLUSION
60
4
Introduction
TOPIC EXPLORATION The topic exploration started from writing lists of ten things I liked, ten things I didn’t like, ten problems that I would like to see solved, ten problems that I do not think will be solved, and ten problems that could be better if communication were more clear. The exploration helped me to develop five potential topics to investigate.
6
Introduction
LOOKING FOR FURNITURE MADE OF SOLID WOOD Fact Furniture made of solid woods helps people to promote good health. Problem Nowadays, people have furniture made of plastic and fake woods. What I want to achieve I will investigate how to encourage people to use furniture made of solid woods and not to forget about the strength about it. YOGA Fact Yoga is one of the most effective exercises to relax body, physically and mentally. Problem Even though people are tired and nervous, they do not give time to themselves to be relaxed because of their busy lives. What I want to achieve I will investigate how much doing yoga everyday for a short time will improve the quality of lives, and how to encourage people about their own health of body.
INSOMNIA Fact Most people have experienced insomnia at some time of their lives. Not only because of getting too much stress, but also using wrong pillows also cause insomnia. Problem Many people do not know what kind of pillow they have to use. Insomnia due to the wrong pillow will create stress, and it will cause insomnia again. What I want to achieve I will investigate the reason why people have insomnia, and how much well fitted pillows are effective for deep sleeps. SMELL IN SAN FRANCISCO Fact Smell in the downtown in San Francisco is repulsive, and makes people feel upset because of it. Problem Homeless people and dogs pass their urine, and defecate on the streets. What I want to achieve I will investigate how to alert about environmental issues to homeless people and dog owners, who don’t take thier dog’s poops.
Introduction
7
I CHOSE... WALKING ON THE STREETS As a walker, I always have wanted to encourage people to walk because it is refreshing and brings serenity. Walking is one of the most effective and affordable ways to start mindfulness.
Fact Walking is known as a beneficial way to relieve stress. Problem Many people stay on the desk, and do everything with a computer because they think that they don’t have time to do something for relieving stress. This causes more anxiety and distress people. What I want to achieve I will investigate how to encourage people to go out, wander outside, and to be curious about what’s happening around them.
8
Introduction
CONCEPT EXPLORATION As a next stage after exploring the five topics, I made a brainstorming wall to find a concept behind the idea. I created a brainstorming wall using two pairs of opposite words in order to explore my idea with greater specificity. This stage helped me to get concrete concept that I could further explore for the semester. The two opposing word pairs I chose for my topic were together vs alone and urban vs natural. First, I started by writing down any words that came to mind associated with my topic to explore. And then, I had time to arrange them again to organize. At the end of the brainstorming process, I was able to come up with three well-rounded ideas.
IDEA 1. NOTIFICATION OF EVENTS AROUND PEOPLE Question If an interesting event is happening around me, Can I have notification by cell phone? Answer Participating in new events that I have not seen before will activate curiosity and creativity. Curiosity is always good start for exploring to have better life for all people. I plan people can get information about what is happening around them, and encourage them to participate alone or with friends and family. IDEA 2. MINDFULNESS Question Many people are living in too busy world. Could they meditate themselves by walking time only for them?
Answer It takes time to know about what kind of person I am, and what I really want to do. People need time to focus on themselves. My hope is to guide people to take a walk and to search for their own stability. IDEA 3. PAUSE FOR RELAX Question Many people are addicted to their careers. They say they can feel relax when their job is accomplished. Could they admit that relaxation by walk- ing hugely influence on accomplishments? Answer Human can’t keep running. People need to pause their work to achieve more in the future. I hope to create to promote awareness of how much walking with my people is crucial.
BRAINSTORMING WALL
DETAIL SHOTS
FINAL IDEA The strongest idea on the table was to create a guide to help people to find their own stability and serenity by walking. To make the idea more complete instead of focusing on just walking, I could also focus on the five senses people get while walking.
10
Brand Developmnet
PERSONAS So, I chose three representative people who would be interested in, and who is supportive for my topic, mindfulness walking. These three people describe not only each person, but also group of people. WORKING MOM The second group of persona that who get most benefits from my brand is working mom. The lives of working moms in these days are very hectic because they have to work and take care of their children at the same time. They know they need to balance their work and life, but they don’t have enough time to think about it. The only time that working moms are able to be relaxed is when they are commuting. My brand can help them to be relaxed and focus on themselves in the short time of walking. YOUNG CLERICAL WORKER The first group of persona is 20’s young clerical workers who just started working. This group of people don’t know how to balance their works and lives, and they feel that their mind goes on autopilot. My brand can support them to find their own life cycle and to feel more relaxed by walking. PERSONAL YOGA INSTRUCTOR The third group of persona is personal yoga instructors who operate a small studio. This group of people are professionals about mindfulness, but still have troubles due to many difficulties by running their own business, and having no time for outdoor activities. My brand can help them to have more effective time to refresh and feel peaceful by mindful walking.
Brand Developmnet
11
Name_ Linda Age_ 40’s Occupation_ Director, Working mom Income_ $7000 - $8000 / month Weight_ 160 IB Stress Level_
Exhaustion
TRAITS OF LINDA’S is too tired because she gets at least 50 business calls per a day. walks only when she goes to parking lot to go to work. Only goes to park with her children once a month. Wants to figure out how to balance her work and life. she takes care of the emotional health of the family. is willing to walk together when her husband walks with a dog. misses the old times when she used to enjoy exercising.
12
Brand Developmnet
Name_ Emma Age_ 25 - 35 Occupation_ Clerical Work Income_ $1800 - $2400 / month Weight_ 140IB Stress Level_
Exhaustion
TRAITS OF EMMA’S is stressed due to low income. is shocked because her doctor said she gained 20pounds for the recent 3 months. Stays on sofa for 5 hours everyday after come back from work until she fall asleep. Used to love walking in malls, now prefers internet shopping. walks only 10minutes per a day to go to work and to buy lunch. Always looks for which exercise is not too hard. feels that her mind goes on autopilot.
Brand Developmnet
13
Name_ Jessica Age_ 30’s Occupation_ Personal Yoga Instructor Income_ $3000 - $4000 / month Weight_ 120 IB Stress Level_ TRAITS OF JESSICA’S is sometimes tired of doing only indoor exercise. is curious about different styles of exercise. is tired to plan everything not only for herself, but also for her clients. is getting tired to make artificial smile to all clients. is stressed about operating her own business. Sometimes, she needs fresh air, but she thinks that she must stay in her position. Pushing people to work out harder is also pressure for her.
Fatigue
14
Brand Developmnet
KEYWORDS: SERENE, CALM AND SENSIBLE.
VISUAL AESTHETIC AND NAME I wanted my visual aesthetics to be cohesive and to feel serenity and calmness to describe mindfulness. I started by exploring imagery of plants, seed, sky, steps, and beach. Those images are all successful to depict serenity, calmness and sense. Among them, the image of dandelion seed, which has feelings of light and freedom, was strongly connected with my concept, sensing while walking. By creating moodboard, the visual aesthetic of my topic became concrete and clear. NAME : WALK AWARE Creating a name for my brand was difficult job, and took for a long time. At the first time, the options of the brand name were Wander Wonder, Wander Land, Mindfull, Mindpause. I chose mindfull, which has a meaning that our mind is full emotionally, for the first week.However, it sounded like our mind is full by distractions, and then I changed to mindpause for the second trial. Unfortunately, pause didn’t match with my topic. AFTER ALL, I DECIDED ON THE NAME WALK AWARE BECAUSE I THOUGHT THAT ‘AWARE’ IS CONNECTED TO ‘SENSE’, WHICH IS THE MESSAGE OF THE BRAND.
Brand Developmnet
15
16
Brand Developmnet
COMPETITORS BRAND COMPETITORS 1.Mindfulness Care Center This care center cares reweaving the mind and body connection towards health and emotional stability. Also, the center offers classes for 2 hours on weekdays, and 8-week programs in a group. Walk Aware is different since people don’t have to spend extra time to learn mindfulness, and are able to practice in the regular course of their daily lives.
2. Spirit Rock Meditation Center This meditation center cares the practice of mindful awareness, called insight meditation, dedicated to the teaching of the Buddha. Walk Aware is different because all people, who need a moment, can participate in practicing away from religion.
3. Won Dharma Center Won Dharma Center is located in New York, 2hours away from Manhattan by car. This center cares about creating a world free from suffering and creating an understanding of inner beauty based on the Buddhism. Walk Aware is different in that the location of event will be placed in downtown that represents busy world to make it more easily accessible for people.
Brand Developmnet
17
4.The Center for Contemplative Mind in Society
6. Midfulness Bristol
8. Mindfulness ar Work
5. Mindful Nest
7. Mindfulness-Based Relapse Prevention
9. The Stress Free Zone in Franklin & Marshall college
10. Minnesota Recovery Connection’s Third Annual Walk for Recovery
18
LOGO COMPETITORS
Brand Developmnet
Brand Developmnet
19
20
Brand Developmnet
LOGO DEVELOPMENT In the beginning stages of logo development, I explored both typographic and iconographic solution with my initial brand name Mind Full. For the iconographic solution, I wanted to describe dandelion seed that represents light movement and freedom. Also, for the typographic solution, I emphasized on one word ‘full’.
Brand Developmnet
21
22
LOGO VARIATIONS
Brand Developmnet
W ALK AWARE
WALK AWARE
FINAL LOGO After changing the name to Walk Aware, I focused on the typographic solution that is more simple, and delivers stronger idea for my brand. I connected two letters, which represents THE CONNECTION BET W E E N TH E 5S E N S E S A N D TH E MI N DS W HI LE WA L K I N G . Also, to depict light feeling, I moved the ‘A’ upward. After that, I made a circle, which means emotionally centered, but at the same time I stretched lines from the circle to describe FREEDOM AND VARIOUS DIRECTIONS PEOPLE CAN WALK. The typeface I used was Gotham Light.
Brand Developmnet
23
24
Brand Developmnet
CREATIVE BREIF BACKGROUND Walk Aware encourages people to walk to think about themselves when they are discontent to their lives and when they are experiencing too much stress. If they feel there are problems in their lives, walking will help them not only to be mindful, but also start to find the way to think about how to solve the problems. Walk Aware promotes a mentally healthy lifestyle for busy people who feel like they cannot pay extra amount of time for themselves to relieve stress and focus on their minds. I hope that people can feel serenity while walking by focusing on the feeling of the sun or wind on their faces.
SWOTS Strength Walk Aware is a guide for people to practice walking meditation and recognize thier feeling by themselves. People can save not only money by free events, but also time by walking daily. Weakness Because therapists are directly available only in events, it takes time for people to become aware of what is the mindfulness by themselves. Opportunities Free events will be held every month to help people. People can share their experiences and information with others. Also, therapist will open group counseling for free in the events. Threats There are other famous and well-organized care centers and clinics. Some people might prefer to visit them to get professional care periodically instead of walking, or prefers to get medicine.
Brand Developmnet
25
STAKEHOLDERS 1. CEO for companies According to the Stanford research in 2014, mindful walking is not only good personally, but also affects to many companies’ outputs. CEOs can be interested in Walk Aware to robust employee’s creativity outputs.
2. City planner City planners cared about the new concept of city for their career. Walk Aware can be interested for them to build a city that is peaceful and good for walking.
3. Professional Therapist The therapists want to help people who have difficulties to feel serene. However, they also want to promote their name as a therapist to obtain new customers.
26
Brand Developmnet
TONE
MESSAGES & DRIVERS
The tone of the project has SERENE, CALM AND SENSIBLE. I want the brand to convey sensory delight to audience by visual images, light typography and color palette. The brand describes sophisticated emotions that we sense in the moment while walking mindfully.
Walking is an easy and an affordable way to be healthier mentally. Walking is a moment that people can breathe and refresh their mind to relieve stress. Mindfulness walking also provides awareness of what is happening now around them, and sense the feeling while walking. I hope that as many people as possible find emotional stability through it.
KEYWORDS Refresh Walking is commonly known as an effective ways to refresh the mind. Getting fresh air allows people to dismiss worldly thoughts, and then people are able to take a moment for themselves, which controls emotions and brings life balance. Senses There are five senses people perceive. People can see, hear, smell, and touch while walking. Focusing what is happening around them right now leads people to relieve stress and to be mindful. Take a breath. Don’t rush to walk. Keep aware of myself. Peaceful People who have busy lives want to search for a way to drive themselves to be calm and to balance their lives. Peaceful and calm feelings are the final emotions the brand pursues. Once people aware of the needs to have a moment, this is already a half way to reach the emotions.
DELIVERABLES Brochure Design A narrative design is useful to let people know how to start mindfulness walking, and understand what people should do while walking, The purpose of this brochure is to guide people to start walking. Campaign Walk Aware brand can by promoted by a campaign collaborating with a shoe brand Toms, which is comfortable daily shoe brand. App design An application design interact with users and useful with many functions such as alarm, self-report, find many places nearby, Also, it can be promoted with a function, sharing experiences, by SNS.
SUMMARY Walk Aware is a project to encourage people to walk, focus on the senses of now, and find serenity for a moment while walking to relieve stress in daily lives. The brochure design supports the app and campaign by guiding mindfulness walking. Readers can know how to start, and what is their stage of stress level. Also, to support brochure, I designed stationary set to send for my stakeholder, CEO, and a small poster to convince them. Also, I planned a campaign by collaborating with TOMS brand, which is a suitable brand for Walk Aware brand. I designed shoe lines for my brand, shoe tag, box, shoe bag, discount coupon, interior signage and website promotion. Plus, I designed an app design. Users can set the alarm to walk, and get alarm in the halfway to realize time to go back. The users can check not only locations, but also different places they want to go. To make this app logical, I put a function, self-report. The users can test themselves easily and can feel the differences after their walk.
Brand Developmnet
27
28
Applications
POSTER Poster design was hard work for me because it was the first design trial with the aesthetic tone I chose. In the beginning of stage, I described footsteps such as upward movement, putting the foot down and pressing the foot against the ground. However, the meaning of each step was too abstract, so it was difficult to deliver the messages for the personas. On the next stage, I changed the direction a bit to make it clearer, and focused on the senses while walking and nature. This direction was more successful than other directions because it showed serenity and calmness.
INITIAL DESIGN
Applications
29
POSTER REFINEMENTS
30
Applications
FINAL POSTERS From the previous stage of poster, I refined them FOCUSING ON THE MEANING ‘SENSE’. I used the words of the 5 senses to guide people to what exactly they should do during mindful walking. ALSO, I ADDED LINES, WHICH MEANS CONNECTING MIND TO THE SENSES. THESE GRAPHIC ELEMENTS ARE CONNECTED AESTHETICALLY WITH ALL DELIVERABLES WAY TO MAKE THEM COHESIVE AS ONE BRAND.
34
Applications
36
Applications
Applications
37
NARRATIVE DESIGN I chose a brochure for the first deliverable because I thought that the brochure is useful to let people know how to start mindfulness walking, and understand what people should do while walking. The purpose of this brochure is to guide people to start walking. The contents start with the possible negative symptoms of readers, and it will drive people to be interested if they have any symptoms on the list. Also, in the brochure, people can understand what is the feeling of inner peace and serenity by reading it. After that, it guides people to start walking and practice little by little focusing on the senses while walking. The brochure supports a campaign, which is the second deliverable, and also supports an app, which is the third deliverable by call to action for downloading an app.
38
BROCHURE SPREADS
Applications
The brochure guides people to start walking and practice little by little focusing on their senses while walking. The graphic elements come from since the poster design, and they describe the connection we get between our minds and senses while walking.
I designed not only a brochure, but also a stationary set and a small poster for my stakeholder, CEOs. According to a Stanford study in 2014, mindful walking during working time increase a person’s creative output 60%. I designed a small poster with the content to convince CEOs to promotemindful walking at their companies, and encourage their employees to walk.
Dear Ms. Mayer, I would like to welcome you as a new client. I look forward to reading this attached brochure about mindfulness by walking, and I am sure that you will be extremely interested with the contents in the brochure. Mindful walking will be helpful for your employees’ better productivity. If you have any questions, please don’t hesitate to call. Yours truly, Walk Aware
ELIN KIM Campaign Organizer
Campaign Organizer
TEL 415 640 9060
Elin Kim
EMAIL mintlove0215@naver.com
39
Applications
STATIONARY SET & POSTER FOR STAKEHOLDER
40
Applications
Applications
41
42
DETAIL SHOTS Applications
44
Applications
Applications
45
CAMPAIGN DESIGN I planned a campaign to collaborate with TOMS shoe brand to reach to beginner walkers. I chose TOMS because they are comfortable daily shoes, and they are suitable for my brand. By this campaign, Walk Aware can be more promoted to whom is willing to walk. I designed a shoe line, a shoe tag, a shoe box, a shoe bag, a discount coupon, interior signage and a website promotion to make the customers to discover Walk Aware.
46
Applications
WALK AWARE SHOES LINE I created a shoe line for Walk Aware brand with my brand’s aesthetic. For the shoes, I designed with variations of color and scale.
NAME TAG
Applications
47
W
A
SHOE BOX
W A
DISCOUNT COUPON AND WRAPPING PAPER IN THE SHOE BOX The purpose of the vail in the box describes the emotion that we expect the new shoes when we open the paper.
Buy One, Get One
30% OFF From Our WALKAWARE Line
Sponsered by
Download a WALKAWARE App on the App Store
49
Applications
DISCOUNT COUPON
TOMS
FABRIC SHOE BAG
50
INTERIOR SIGNAGES
Applications
Little By Little
TOMS BY WA L K AWA R E
Walk Daily with TOMS
This is a promotion banner of Walk Aware shoes line on the TOMS’ website.
Little By Little. Walk Daily with TOMS
51
Applications
WEBSITE PROMOTION
52
Applications
Applications
53
54
Applications
MOBILE APP DESIGN I chose an app design as the third deliverable instead of a website because I think that an app can interact better with Walk Aware users and be useful for them. The hardest part of making app was to make it logical for users. To solve that problem, I focused on a few functions: The users can check where they are right now, and choose where to go next after mindful walking and how to go back.
My Location
12 9
3 6
Set Time
Self Report
Q Frequent Questions
Share Experience
Applications
55
My Location GPS
CALIFORNIA ST
>
GPS
CALIFORNIA ST
CALIFORNIA ST
Walk 10mins
Go Back
M
>
AR
KE
T
ST
M
IS
O SI
N
M
>>
ST
AR
KE
T
ST M
M
W HO
AR
D
IS
O SI
N
KE
T
ST
ST
ST
Find Places
AR
W HO
Muni S S I O I M 8mins AR
D
N
ST
ST H
OW
AR
D
ST
Taxi 3mins
>> GPS
>
GPS
CALIFORNIA ST
CALIFORNIA ST
Retaurants
Go Back
M
A
E RK
T
Cafes
ST
Gloceries
M
S IS
IO
Find Places
N
ST
Shopping Health & Medical
H
OW
AR
D
ST
>
M
AR
KE
T
ST
M
IS
SI
ON
ST
Beauty & Spa Arts & Entertainment Sights & Travel
W HO
AR
D
ST
56
Applications
12 9
3 6
Set Time
Timer
> How Long Will You Walk Today?
San Francisco Sunny
20
15 : 00
Timer
>>
>
>> >
10mins
15mins
20mins
30mins
40mins
Custom
Nice Weather Will you walk today?
Yes
No Alarm Get notification halfway?
>> Alarm
Also, the users can get notifications when it is nice weather to walk. If the users say ‘yes’, then the users can set the alarm to start walking, and thet can get notification halfway, so they’ll know when to go back.
>
Moreover, I added a ‘self-report’ function to check the users’ condition. They can indicate their mindfulness level before their walking, after walking, the users can report how long they walked today, what the weather was and what they discovered, etc.
It’s Time To Walk
12: 30
PM AM
Everyday
>
06: 30
PM AM
Everyday
08: 30 Sat and Sun
Edit
PM AM
Applications
57
Self Report
>
>
What’s your stress level for work?
Before Walk
How long did you sleep for the recent 3days?
Very Stressful Stressful
>
A bit stressful
After Walk
>
1 or 2
more than 9hours / night
>
More than 15mins/day Less than 30mins/day
Your Mindfulness Level is 3 of 10
Calm Laid Back
>
Neutral Tired Tensioned
3 or 4
Less than 1hour/day
All of them
More than 1hour/day
None of them
Less than 10mins/day
Overwhelmed, Loneliness and Isolation
>
Happy
What was your average walking time for the recent 10days?
Moodiness, Inability to Relax, Feel General Unhappiness or Depression
7 to 9hours / night
How many of these symtoms have you felt recently?
5 to 7hours / night
Neutral
>
3 to 5hours / night
>
>
>
Not at all
Fatigued Exhausted
Anxious Paniced, Angered Depressed
58
Applications
Self Report _ After Walk
>
>
What was the weather today?
How long did you walk today?
>
Will you walk today?
Clear Skies
Less than 10mins
YES
>
More than 15mins
>
Less than 30mins
No
Partly Cloudy
>
Cloudy
Less than 1hour
Dark skies
More than 1hour
light rain or snow
Q
>
>
Frequent Questions
>
Frequent Questions What kind of interesting things did you find while walking?
Very Stressful
Write your memory here
>
Q. I don’t feel any mindfulness while walking. Am I doing right?
After your walk, how do you feel about your stress level?
>
Stressful A bit stressful Neutral Happy
>
A. It comes slowly when you are not recognized. If you feel less stress after walking, it is mindfulness. Q. I don’t know what to do while walking alone. It feels awkward. A. If you feel bored, you can just pause, and find seats to take a rest. It is good way to start!
Q. What is the mindfulness feeling? A. The meaning of mindfulness is to get centered, which means that you can handle obstacles and
Applications
59
Share Experience
S AV E TO CA M E RA ROL L
FA CE BOOK
>>
>>
INS TA GRA M
TW ITTE R
E M A IL
PHOTO 1min
#walkaware #walkaware #fishermen’s #wharf Like
comment
Lastly, the users can ask questions and share experiences through social medias. The camera function can be accessed from the app, and when the users post images through the app, the name of Walk Aware’s watermark will be included on the corner of the posted images. This not only satisfies the users desire to show off by social mediaw, but also promotes Walk Aware.
60
Conclusion
Conclusion
61
CONCLUSION Many people have difficulty to get mindfulness in hectic society, People get tension, stress, and feel lonliness. In a very big way, people can realize that why they need mindfulness. There is a need to not just inform why walking is affordable way to start mindfulness, but more to encourage people to incoporate walking little by little into their daily lives and make it a habit. By framing the topic within a design context that aesthetically appeals to female personas delivers messages that awaring of what is happening now around them, and feeling of the five senses while walking. I believe that people are able to find emotional stability through it.
DESIGNER
Jeeseon Kim
CLASS
GR 620 Visual Thinking 2014 Fall INSTRUCTOR
Sandra Isla
TYPEFACE
Gotham Light 8/12 Gotham Bold 18pt
PAP ER
Redriver 32IB
SOFTWARE
Indesign CC, Illustrator CC, Photoshop CC