Get Your Family Back
for
Ting who is always kind and brave
the Fold
CONTENTS
CONTENTS
Concept Development
Inspiration Brainstorming Wall Brand Exploration Goal
04 06 11 17
Creative Brief
Background SWOTS Audience & Stakeholders Competitors Tone & Keywords Moodboard Messages & Drivers
18 21 22 27 29 30 33
Posters
Refinements Final
35 38
Deliverables
Environmental Graphic Short Video Application
47 56 65
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1/4
of women who are in their 40s and 50s have been prescribed antidepressants.
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PREFACE
PREFACE
I noticed something when I went to a pharmacy one day, and it was regarding the communication between a doctor and patient. Many patients have concerns when talking to their doctors, for example, they worry about being labeled. The unbalance of knowledge between the patient and doctor about medical conditions makes communication difficult. According to a report released by the National Center for Health Statistics (NCHS), 23 percent of women in their 40s and 50s take antidepressants, and 60 percent of Americans have taken antidepressant medications for two years or longer.
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CONCEPT DEVELOPMENT
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CONCEPT DEVELOPMENT
This chapter provides the process of how I come across the idea of The Fold.
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INSPIRATION
Problems that might be better than they are now if communication were more clear divorce the noise from upstair during midnight the communication between doctor and patient next year salary medical advice water conservation language translate difference table manner myopia return and refund
Considering the communication between doctors and patients, I think about the difficulty that the patients deal with. Doctors and patients use different language, so they think in different ways. To most of the patients, doctors are strangers, so how can they comfortably talk about their personal health conditions to a stranger? The situation seems to get more awkward when talking about mental health. Since it is private and serious, a close friend might be a good choice to talk about the topic, but even better that, a family member can have an even stronger connection with the patient. People share their lives with their family, and I would like to help people improve that connection while developing this project.
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CONCEPT DEVELOPMENT
“The key to an understanding of the patient’s agenda is the physician’s receptivity to cues offered by the patient, and behaviour which encourages him to express his expectations, feelings and fears.” -Oxford Journals of The Patient-Centred Clinical Method
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BRAINSTORMING WALL
BRAINSTORMING WALL
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Depression is about
feeling.
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BRAINSTORMING WALL
BRAINSTORMING WALL
While considering the problems of inefficient communication between doctors and patients, I realize that most of the elements which affect it could be mental related. As people think about the conditions they have to make decisions, what other opinions might become their concern? There are three questions that came to mind while exploring this topic:
Most people who have depression cannot accept the fact that they have an illness. How can they be encouraged to communicate more with others? As a friend or family member of a depressed individual, what can be done to help relieve or improve the conditions? Patients need to have motivation to stay positive in order to face the illness. How can the idea of patient centered care be promoted?
Depression is a mental condition that affects both patients and those who take care of them. Factors that cause depression are complicated and can be difficult to determine. The middle-aged have the highest rate of depression, which includes mothers or fathers. Depression is not an illness that can be controlled easily by taking medications alone. It also takes interaction with other people.
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BRAND EXPLORATION
BRAND EXPLORATION Building Bridges > The Fold
From simply talking to communicating efficiently.
The brands focus is on improving communication, so I came up with the idea of building bridges between family members and patients. After evaluating further, I started to consider how do family members and patients communicate. What are some efficient ways to make communication go smoothly? The answer I came up with was “the fold;� thinking about the fastest way to cross the bridge. Imagine a bridge as the two sides of a piece of paper; dealing with depression seems like lingering on a bridge and hesitating, as if one is unsure to cross it or not. I expect the brand could assist family members and the patients to face depression.
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THE FOLD
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BRAND EXPLORATION
THE
FOLD
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BRAND EXPLORATION
Get Your Family Back
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THE GOAL
THE GOAL I believe that improving communication will help to relieve the stress of dealing with depression or being a family member of the patients.
Family members trying to support the patients but they resisted it. I am beginning to understand that after people learn more about depression, they might fear that one day they will have it since you’re not able to act like yourself. Also, people who have depression might not admit that they have it, but the fact is that it changes your thoughts toward things and the way you act. I think this is the difficult part since family and friends have to convince themselves that the patients will be healed. I believe that improving communication will help to relieve the stress of dealing with depression or being a family member of the patients.
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BACKGROUND The Fold aims to support family members of individuals who are clinically depressed.
The Fold will focus on family members as well as the patients of depression. Its goal is to help family members to face depression and dwarf the difficulty of communication with the patients. Depression is a mental condition that affects both patients and those who take care of them. Factors that cause depression are complicated and can be difficult to determine. The middle-aged have the highest rate of depression, which includes mothers or fathers. Depression is not an illness that can be controlled easily by taking medications alone. It also takes interaction with other people. The Fold will focus on how to improve the communication between families and patients.
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CREATIVE BRIEF
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SWOTS
SWOTS
Strengths
The strength of The Fold is its focus on communication with family instead of concentrating on dealing with the awkward situation of depression. The amount of families that need to deal with depression is increasing. The Fold could be a powerful tool to improve their lives.
Weaknesses
Depression is part of certain people’s personalities. It is hard to target the exact causes of depression and minimize symptoms that can lead to chronic depression. Open communication in the family is jeopardized if the depression isn’t treated in a timely manner.
Opportunities
Communication is one of the essential parts in our life. Since depression is a mental issue which cannot be controlled exclusively through medication, the communication between family and the patient becomes crucial. The Fold focuses on relieving symptoms of depression, creating better communication between families dealing with this issue, as well as minimizing the stress of each individual.
Threats
Right now there are several medications to treat depression, however, those are not always effective. If new solutions come out for curing depression in the future, communication might not be the primary key.
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AUDIENCE
Kathy / Age 33 / Housewife / Concerned that she might have depression / Married / 2 kids, Jack & Joan / Income $91,000 She is concerned about whether or not she has depression since her husband beats her frequently when they’re having fights. Their two kids also have difficulty communicating with both of their parents because of their situation. Both Jack and Joan left home and went to college last year Dessert lover, who loves to cook Usually has arguments with her husband and he even beats her sometimes. She is afraid that she has depression but she doesn’t know what to do about it Prepares lunch box for her husband, but he complains quite a bit Has never go to work in her life Cares about aging and goes to the beauty salon every Tuesday Taking care of her 77 year old sick mother
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AUDIENCE & STAKEHOLDERS
Tammy / Age 26 / Student / Mother has been diagnosed with depression / Single / Income $10,000 Her mother has been diagnosed with depression but is not willing to take medications regularly. She is a student who has limited time to spend with her mother. She is always arguing with her mother, which doesn’t do any good to the situation. Has a brother four years younger who needs attention Cannot tolerate dirty and stinky fumes, so she cleans up the kitchen with Palmolive everyday Rents a studio in downtown Has one cat & one dog and her mom complains about them almost everyday Parents have been divorced for five years and lives with her mother Her mother has been diagnosed with depression but is not willing to take medication regularly Has fights with her mom everyday Both she and her mom love frozen foods
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Rob / / / /
Age 40 Office manager Married Wife suffers from depressed / 1 kid / Income $42,000 He has been taking care of his depressed wife for a period of time, and wants to improve their communication to relieve his wife’s symptoms. He feels stressed when his wife has a seizure and it makes him frustrated when he doesn’t know what to do. Has been dealing with his wife’s depression since they got married His wife wants to stay in shape, so he grabs her a low fat milk latte in Starbucks before going to work Reads Stephen King’s horror series while taking public transportation, he feels sad about the world every time after he finishes one Their 16 year old kid seldom talks to his mother Feels upset because he had tried everything he can for this family His wife gets mad at him due to getting tired of cutting meat and washing vegetables before cooking There are more than 20 sheets of notes on his office desk He drinks a dozen of Stella Artois every Friday night
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AUDIENCE & STAKEHOLDERS
STAKEHOLDERS
The Patients
The patients whose families do not directly take care of them. Usually, they can sense their illness. They kind of know they are going in a wrong direction but they cannot control it. It makes them feel bad about themselves and feel sorry for their families, which makes communication even worse.
The Doctors
Doctors want patients to get better. A better communication could benefit the healing of depression. combining the medications with better communication could be a more efficient way of treating it.
Patients without family support
They either do not have a family or they live without their families. However, they suffer the same illness and they also want to know if communication could lead to improvements of their depression.
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COMPETITORS
COMPETITORS BeyondBlue
It focuses on depression issues that are understood, acknowledged, and addressed by the wider community instead of that from a mental health.
WebMD
The WebMD is a multi-focus nonprofit organization, which supports not only people suffering from depression but their families. In addition, the organization also provides depression education program.
Depression Alliance
Depression Alliance is a UK philanthropic organization that helps people with depression. The organization supports patients by gathering them to share their experiences. It focuses on raising the awareness of depression among the public as well.
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friendly
The language of The Fold is less medical and more friendly, since depression is a serious issue and I want the audience acknowledge about it. Everyone has the chance to get it and also to deal with it. It’s an illness that chains people around you.
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TONE & KEYWORDS
TONE & KEYWORDS Less Medical More Friendly
Link
Depression could affect everyone in the family. It’s not only about the patient himself/herself but also about the others. In daily life, there is something wrong about the patient and the other family members can feel it and somehow it affects them through both the patient’s reaction and their behavior.
Patience
Both communication and medication treatments take time. It is a long-term fight and people also need to be patient when talking or doing things with the patient. It would be best to start with family members’ trusting the patient, which gives both of the patient and family time to try to communicate, and eventually they will have a better chance to help the patient overcome the illness.
Communication
It is the main point of The Fold. Human community is developed by communication. People discuss problems for solutions, and if people stop doing so, the problems will not be solved. Depression is a mental problem, which needs to be talked through by people. However, it is not shameful to have depression, which is also another point I want people to understand.
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MOODBOARD
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MOODBOARD
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MESSAGES & DRIVERS
MESSAGES & DRIVERS Main Message
Through better communication, families can face depression together.
Sub Messages 1: Family members share their lives together. It is important for family to support you through the difficulties of your life. Sub Messages 2: Depression affects everyone surrounding them. Sub Messages 3: Be open-minded and have faith when facing depression.
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REFINEMENTS & FINAL
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POSTERS
POSTERS Visual Thinking
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POSTERS REFINEMENTS
POSTERS REFINEMENTS
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POSTERS FINAL
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POSTERS FINAL
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POSTERS FINAL
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DELIVERABLES
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DELIVERABLES
Environmental Graphic A half open-space of a hospital for families and patients. Short video Shoot a short film about the story of family members of how they have been through depression, which is meant to be encouraging and to help people understand depression more. Application An app for family members and the patients to record and share life and experiences, while improving their relationship and connection, communication will get improved too.
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Lobby
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DELIVERABLES
ENVIRONMENTAL GRAPHIC Hallway Lobby
Depression affects everyone surrounding them. Use the environment to show the film and to build a place for families and patients to stay together. Sometimes they feel like they have no where to go, and there it is. There are communication starters on every table of the space which patients and family members can use to start conversations easily instead of thinking of what to talk about.
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Hallway Design
Family...a group experence of love and support. -Marianne Williamson 10’ 8�
Hallway Design
We share joys and face difficulties. Through family, we gain strength, which helps us weather the storm. -The Fold.
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DELIVERABLES
Family...a group experence of love and support. -Marianne Williamson We share joys and face difficulties. Through family, we gain strength, which helps us weather the storm. -The Fold.
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10’ 8” Grace Zoe Which activities make you lose track of time? Candy
What makes you feel secure?
Ryan
10’ 8”
Agnes Kayla
What was the most defining moment in your life during this past year? Allen
Ken
What do you need to spend more time doing? Willy
Lobby Wall Design
Kelly
Frank
Nancy
What fascinates you? John
Justin
Gary
Michelle Nick
Louis
What would you do differently if you knew nobody would judge you? Craig
Nick
When you think of ‘home,’ what, specifically, do you think of?
Raymond Rick
Steven
Sally
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DELIVERABLES
Floor Plan
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Lobby
Lobby & Hallway
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DELIVERABLES
Lobby
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Hallway
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DELIVERABLES
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The Fold presents
Fade out
SHORT VIDEO Be open-minded and have faith when facing depression. Compared to a booklet, a movie can draw much more attention to the audience and to show them the good of having support from family. This short video will be played in the environment designed by The Fold.
Autumn
Fade in
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DELIVERABLES
Dandelion fade in “Flaw” split
Fade out
Fade in
Fade out
Fade in
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Depression made the sisters become distant
Fade out
Memory fading
Fade in
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DELIVERABLES
Feeling dissociate
Fade out
Fade in
Fade out
Fade in
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Hesitation
Fade out
Depression is like fog
Fade in
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Branch shadow fade in
Fade out
DELIVERABLES
Branch shadow fade out, the bird comes in
Fade in
Fade out
Fade in
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Family can help
Fade out
Depression has changed her but not her love for you
Fade in
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Have faith
Fade out
DELIVERABLES
the lights fade in
Fade in
Fade out
Fade in
The end
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DELIVERABLES
APPLICATION Family members share their lives together.
There are many ways to communicate; through smartphones people can connect with others quite easily, and people will choose to be together with others who have a similar condition. In addition, the application can be used to share daily life experiences with family members in order to build a stronger relationship through journal entries, photos, and videos.
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DELIVERABLES
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Special thanks to: Gary Hsu Raymond Monsada
GR620 Visual Thinking Fall 2014 Instructor Sandra Isla