Visitors experience artist studios in San Francisco.

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GR 620 Visual Thinking

Ruoyu Wu

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TABLE OF CONTENTS

04 IDEATION

Topic selection Brainstorming Creative Brief

Background SWOT Analysis Messages

Keywords

Tone

Competitors

Personas Stake Holders

15 IDENTITY

Mood Board Logo Explorations

Typographic Iconographic

Posters

26 EXECUTION

Deliverable 1

Mobile Application

Deliverable 2

Interactive card game

Deliverable 3

Souvenir

38 CONCLUSION

04

IDEATION

This topic interested me most because small galleries are a part of cultural in San Francisco.

However, most visitors do not know where they are and how to experience them. I want to visitors pay more attention about art galleries and to experience them.

IDEATION

TOPIC SELECTION

The topic selection process began to write down ten things that I like, ten things that I do not like, ten problems I would like to see solved in the world, ten problems I thought had no solution and ten problems that might be better addressed with more efficient communication. Next, out of these fifty topics, I was asked to narrow my option down to five. Then, I choose one topic to go explore for the semester.

Possible topics for investigation _ Graphic designers are not aware that the design process have caused to the environment pollution. _ Most visitors do not know how to experience artist studios or gallery in san francisco. _ There are some confusing and unclear signage system for the San Francisco’s bus station. _ International students often have trouble becoming familiar with their surroundings and adapting

to their new environment. This will lead to many physical, mental health problems.

_ High school students do not know how to manage their time. This caused their less able to succeed.

Chosen Topic _ I chose to work with the topic of San Francisco’s galleries.

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IDEATION

IDEATION

BRAINSTORMING

After class critique about my topic, I should select one topic I were most interested in and do a brainstorming wall with it. I had to think about the wide range of possibilities within the topic and create pairs of opposing words to frame the flow of ideas.

Physical

Virtual

Regional

Local

pictures photos oil painting cave painting sculptures papers pastels pastel drawing color acrylic paint ink painting pencils gouache fresco brochure earphone watercolor

3D virtual art online gallery computer display screen projector flashcards visual image 3D glasses Scan images Net access Keynote Website Application Bluetooth Interactive art

Sunset District Mission District Chinatown South of Market Potrero Hill Russian Hill Pacific Heights Western Addition Richmond District Castro Marina District North Beach Financial District Portola Golden Gate Park Haight Ashbury Noe Valley Fisherman’s Wharf San Francisco downtown

Asian Arts Center Art People Gallery Christopher Clark Fine Art Dennis Rae Fine Art Highlight Gallery Martin Lawrence Galleries Natalie’s Gallery Patricia Sweetow Gallery Russeck Gallery Robert Koch Gallery San Francisco Art Exchange LLC Stephen Wirtz Gallery Tangent Contemporary Art The McLoughlin Gallery Weinstein Gallery

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IDEATION

LOCAL

REGIONAL

SAN FRANCISCO’S GALLERIES PHYSICAL

VIRTUAL

IDEATION

CREATIVE BRIEF

Background Throughout San Francisco,there are many small galleries at the different districts, few visitors are aware of the growing art scene. However, Most visitors do not know how to experience artist studios or galleries in san francisco. I would like to design a new branding service, and encourage visitors to experience each of galleries because it is a part of cultural in this city.

SWOT Analysis Strengths _ My service’s strength is helping visitors to experience art studios and find galleries more easily.

Right now, there is not a special service focus on small galleries.

Weaknesses _ My branding service is only focus on small galleries. Probably, this could be boring experience for foreign travelers.

Opportunities _ There is not a special service help visitors to experience art studios. San Francisco’s art studios need more publicity because it is a part of culture.

Threats _ There are many local travel agents in San Francisco. They have perfect travel plan and a good service for travelers.

Message and Drivers Main message _ The visitors become aware of the local art resources and experience because this is a part of culture in San Francisco

Sub message _ The gallery keeps audience well informed about the local culture and people’s thinking. _ The art students can get inspiration from art studios. _ The small gallery might help traveler to learn more local cultures.

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IDEATION

Keywords Surprise _ Throughout San Francisco, there are many small gallery, but most visitors do not know where they are or how to experience them.There are some secret streets and hidden gallery in San Francisco.

If traveler follow my services, they will into the totally unexpected Galleries.

Excitement _ When tours into the totally unexpected Galleries, they could see lots of local artists’ work. Probably, the visitors never see before go to the gallery. Such as pop illusionists. These artworks present the artists’ personal experiences, so it has different feeling than museums’ work.

Mystery _ From private art studios, there are some of artworks is filled with stories from artists’ life, so the work will be humorous and inspiring. The private art studios might makes audience feel mystery because they do not know any information about artists.

Tone _ Fresh _ Mystery _ Friendly _ Fun _ Easy to use.

IDEATION

Competitors There are two of famous museum in San Francisco. When travelers want to experience art museum in San Francisco. Both San Francisco Museum of Modern Art and de Young Museum are good choose. In addition, When traveler arrived at San francisco. They first thing could go to San Francisco Travel Central(SFTC) which has lots of official travel information and visitor’s guide book about San Francisco. The SFTC can presents perfect travel plan and a good service for travelers. However, my brand service is only focus on travel around the small gallery. This service could be boring for visitors.

Main Competitors

Sub Competitors

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IDEATION

PERSONAS

Ann is an art teacher and working at San Diego, she is 37 years old. She enjoys painting and tries to go to gallery at least once a week. After work, she enjoys reading books about art history. Also, She loves to write journal about her experience and what she learned. When she has a free time, she looks for events and places that the whole family could visit. Her work makes she should pay more attention on art.

IDEATION

Andy is a traveler. He comes from Atlanta and 31 years old. He interests in street art and enjoys reading book about street artists. When he has a free time, he enjoys going to public museum with his friends. Also, He enjoys language and culture. He enjoys hiking around the city and street arts, so he might interested in my project.

Emily is a college student who study at Berlin, she is 21 years old. She interests in American arts and enjoys drawing. Sometimes, she uses the Pinterest board to show her art collection. Probably, She interested in my project because she has visited San Francisco, and would like do study abroad program in America.

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IDEATION

STAKE HOLDERS

Jon is a college student and have an internship at gallery. He is 22 years old and comes from San Francisco. His internship includes greeting visitors, assisting with front desk duties, preparing exhibition–related materials, translation, and maintaining library. If he knows my project, he has more chance to work at other galleries.

Chelsea is an artist manager and work at gallery. He is 43 years old and come from New York. His team manage the careers of private artists.

They also produce and handle logistics for films, music videos, and large–scale events in the arts. They might creative an exhibition from famous local artists.

Martin is a Gallery Director. He 47 years old and come from Boston. He works at gallery. Sometimes the gallery has a show, he should find his contacting past clients to let them know about a new show. Also, his work is selling art, coming up with a marketing plan for an upcoming show and creating a budget for next years expenses.

IDENTITY

SURPRISE EXCITEMENT MYSTERY

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IDENTITY

MOOD BOARD

I came up with visual inspiration for my brand set up in a mood board, which would help me define the tone of the brand.

IDENTITY

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IDENTITY

TYPOGRAPHIC

I started with simple hand drawn for typographic solutions. Then, I tried to combine type with logo together because it present feeling of meaningful. However, After class critique about my typographic, my classmate told me that try to make simple. So, I decided to keep the traditional typesetting.

IDENTITY

ICONOGRAPHIC

As for iconographic solutions I also started with simple hand drawn. I tried to make the logo has meaningful which can present my idea directly. The idea is discovering gallery and presenting location. So, I tried to combine letter G with an arrow. The letter G means gallery, and an arrow means a location. Finally, I found using the simple graphic element to create logo which was the best solution. Such as rectangle, triangle.

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IDENTITY

Typographic Computer Comps

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Iconographic Computer Comps

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IDENTITY

Final Solution

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IDENTITY

POSTER

The over all goal of my poster series was to attract visitors to experience San Francisco’s small galleries. I wanted the posters to be surprised and excitement.

IDENTITY

Computer Comps

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IDENTITY

Refined I got the idea of using artwork and map outline to attract visitors.

These artworks I took picture from galleries, and try to use the map to present location. I felt combining artwork with map together which could make visitors pay more attention on my project and encourage their to experience. I also chose Avenir for the headlines because it clear, bold and friendly.

IDENTITY

Final Solution

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EXECUTION

APPLICATION CARD GAME SOUVENIR

EXECUTION

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EXECUTION

APPLICATION

My first deliverable is a mobile application because when people visit the San Francisco, the smartphone is more convenient than computer. In my App, it has three parts which include a district, a category and a schedule. The first part is a district which include both galleries location and contact information. The second part is a category which will present different art styles. Such as, watercolor, photography and oil painting. This will help visitors find galleries’s information quickly because different people have different hobbies. Also, I will mark an asterisk on some pages, and tell visitors this gallery has an interactive art cards. This will encourage visitors to join my second deliverable which is an interactive art cards game.

The third part is a schedule which include a timetable from Monday to Sunday, and each galleries’s information. The visitor can go to each galleries which depends on their travel schedule.

EXECUTION

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EXECUTION

EXECUTION

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EXECUTION

CARD GAME

My second deliverable is an interactive art card game. I decided hidden art card at different galleries, and encourage traveler follow the card’s information find them stashed around the city. For each card have two sides. The front is an completed artwork, the back side is an uncompleted artists information or artwork.

Some of card I add the location for souvenir. If the visitor find whole artwork and artist information, they will win souvenir from gallery. Moreover, I created a set of envelope which save each card at galleries.

Martin Lawrence Galleries, 366 Geary Street, San Francisco, CA 94102

word to describe this extraordinary artwork.

artist finds his voice, the results can be nothing short of masterful. And masterful is the best

Philippe Bertho. He has been a lumberjack, a warehouseman and more. But when a true

The back side

Sometimes it takes awhile for an artist to find himself. Such is the case with French–born,

The front side

Philippe Bertho

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The back side CK Contemporary

357 Geary Street

Ί This gallery has a souvenir.

San Francisco, CA 94102

Christopher Dydyk developed an interest in photography early on, when after picking up a camera at the age of thirteen, he began trying to capture the beauty of nature.

Christopher Dydyk

EXECUTION

The front side 33

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EXECUTION

Envelope

EXECUTION

SOUVENIR

My third deliverable is a card frame. The frame can help visitors organize and collect cards. Also, the frame is the way to show personal card collection from different galleries. Moreover, I created a set of card holder in frame. Each card holder has different background color and a few words to explain the card’s meaning.

The visitors can exchange different card holder by themselves. Also, I created a package for frame.

Card holder

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EXECUTION

Card holder and frame package

EXECUTION

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CONCLUSION

This project would increase the number of visitors experience art galleries in San Francisco.