Hector Cavazos
Discovery Process
N O I S S I OUR M erstand d n u to n e m To educate c h a n g in g ir e h t t p e c c and a em to do th te a v ti o m d body an out it. something ab
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T P E C N T CO N E M P O L E V E D This is the how I developed the overall concept of the ageless project. 1. The first developmental step included a discovery phase. This was a fun exercise to explore various topics with specific directions. This generated dozens of topics all with valid needs for exploration. We narrowed it down to four, then finally one. 2. The second step was to research our sources. I didn’t do this assignment, so I don’t have documentation of it. I did however, do a lot of research on this topic. It included specialists in the field, some social media and even some of my colleagues. This became a very important step because I had to consistently keep looking things up to complete the remaining assignments. 3. The third step was to define our personas. We had to decide who was going to be the end user of our project. This really helped in the design of our projects. I eventualy decided to target men, so my colors were darker and research was a little more specific. 4. The final step of this part was to create the Creative Brief. It went through a couple of iterations, but eventually I developed one that I could work with. This too was a little fluid when it came time to actually develop my deliverables. For example, I ended up creating videos where I didn’t have that in my Brief.
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Discovery This is the assignment where he had to brainstorm a topic based on things we liked/disliked, things that motivated us, things that were mysterious and so on. My final topic came from my motivation to stay healthy.
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TOPICS FOR INVESTIGATION TOPIC SELECTION
The top-five topics I believe to have the most potential for investigation and exploration throughout the semester include: 1. Left-handedness 2. Good music 3. Punctuality 4. Getting older 5. Continuing education
1. Left-handedness
The history of being left-handed is filled with all kinds of mystery and misunderstanding. I believe being left-handed is a struggle that many people do not understand. The general public isn’t aware of the some of the daily challenges left-handed people face. I feel there should be more accommodations made throughout the world to make it easier to use both hands.
2. Good music
It’s hard to find good music these days. The problem is that there is no spirit or soul in the music. It used to be that the music makers were there to express a feeling or share a story. Now it feels like producers are manufacturing musicians and creating songs to sell. I feel musicians should definitely take advantage of technology and use it as another avenue for development, but don’t use it as a crutch.
3. Punctuality
People just aren’t on time any more. It is considered rude to keep people waiting. Especially if there is dinner or something that is dependent on people showing up on time to be fully enjoyed. I strive to be early, but my wife thinks otherwise. I think there needs to be some communication on why punctuality is important in social and professional meetings. Then maybe people would be more empathetic and make more of an effort to be punctual.
4. Getting older
I just turned 40 last month, so this has become a paramount topic. It’s seems like a perennial problem though. People in their twenties think it, even some kids think it. The problem lies when people don’t accept it and understand it. It would help to know that one person is not alone in aging. Others experience the same physical and mental changes, but handle it in various ways. More communication about this topic to a younger audience may help with the acceptance of the aging process.
5. Continuing education
I don’t see it as a problem for me or my wife, but I see a lot of people who are complacent in their career and rely on experience to get ahead. The biggest revelation people need to be made aware of is: You don’t know what you don’t know. People aren’t aware of what else is out there unless you search for it. That lies in education. If people would seek more education, then people would be more successful in their careers, thus spending more in the economy and making us a better country again.
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Define Personas This phase we were to refine our target audience. We had to discover who we would be the end user of our project. This was important to the design of the project and logo.
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CHARLES
38 years old Moderately physically active No children •
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46 years old Routinely physically active Father of middle school age kids
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Spends little money on fitness equipment
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He has a regular routine of yoga or gym classes every day
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He has read a lot about what to expect in older age
He compares himself to his friends and asks questions about new problems and aches
He has no kids, but has plenty of friends that are married with young kids
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Highly concerned about his health, with particular concern about his weight
His health is something that is a new concern and will take an occassional walk in the park with friends
Has spent hours in front of a screen while eating fried or fast-food
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Does not color hair or cover up any signs of aging
He is in the beginning stages of physically aging. A few wrinkles are discovered and the gray hair is a little more prominent.
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Has many friends who are sick or have gained serious weight
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Dresses pretty conservatively and has had some clothes for over 20 years
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Invests a moderate amount of money in anti-aging cremes and lotions
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Will experiment with fads like pills or powders to maintain his slim physique
JONATHAN
Initial Ideas
42 years old Physically active One young child
These included women and started at a much younger age. I would later develop my personas to focus only on men from 40 –60.
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He has been dealing with fighting aging by going to the gym and eating healthier. Even cut back on his coffee
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His friends are all following similar behaviors and share their new findings and research with one another
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He drives a nicer sports car or SUV
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Will spend a substantial amount of money on hygiene items that mask his age
He is very active with his son and is often seen at the park or doing other outdoor actvities
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He invests substantial money in the latest health equipment
Is still attracted to younger women and will dress in current fashion trends when he goes out
Hailey 28 years old Physically active No children •
She is in the beginning stages of physically aging. The first wrinkles are discovered and the first gray hair shows itself.
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She compares herself to her friends and asks questions about new sensations
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Her health is something that is a new concern and will take an occassional walk in the park with friends
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Spends little money on fitness equipment
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She has no kids, but has plenty of friends that are married with young kids
Marilyn Mother
Jonathan 34 years old Moderately physically active One young child •
He has been dealing with fighting aging by going to the gym and eating healthier. Even cut back on his coffee
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He drives a nicer sports car or SUV
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Will spend money on hygiene items that he didn’t before
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He invests substantial money in the latest health equipment
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His friends are all following similar behaviors and share their new findings and research with one another
Johnny Midlife 36 years old College graduate (Master’s) Married, one young child •
He has been dealing with fighting aging by going to the gym and eating healthier. Even cut back on his coffee
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He drives a nicer sports car or SUV
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Will spend money on hygiene items that he didn’t before
Hailey Graduate
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He has a good career and is in upper management
46 years old Mother of teens Midlevel manager for large corporation
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He invests money in the latest health trends like a Fitbit and elliptical machine
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His friends are all following similar behaviors and share their new findings and research with one another
She has a regular routine of yoga or gym classes every day
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She says things her teenage daughter would say and thinks she’s cool
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Will have a guy’s night every so often to relive the college days – just to regret it
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Reads a lot about what to expect in older age
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Highly concerned about her health, with particular concern about her weight
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Has many friends who are sick or have gained serious weight
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Looks to younger celebrities for fashion trends
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Invests lots of money in anti-aging cremes and lotions
37 years old Routinely physically active Mother of middle school age kids
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She has a regular routine of yoga or gym classes every day
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Reads a lot about what to expect in older age
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Highly concerned about her health, with particular concern about her weight
24 years old College graduate (Bachelor’s) Single, never married
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Has many friends who are sick or have gained serious weight
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Looks to younger celebrities for fashion trends
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Invests lots of money in anti-aging cremes and lotions
She is in the beginning stages of physically aging. The first wrinkles are discovered and the first gray hair shows itself.
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She compares herself to her friends and asks questions about new sensations
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Her health is something that is a new concern and will take an occassional walk in the park with friends
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Income is somewhat at a minimum.
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Here career is still in it’s beginning stages. Possibly an intern.
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Her parents are still supporting her, financially and providing a home
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She is single, no kids, with plenty of friends that are married
Marilyn Mother
Develop Creative Brief This is the phase that we developed our first Creative Brief. It outlined our audience, objectives, keywords and deliverables.
CREATIVE BRIEF PROJECT TITLE: Getting Older Designer: Hector Cavazos BACKGROUND:
DELIVERABLES:
Male adults have a hard time accepting getting older. The body and mind go through changes that affect their physical appearance, mental capability and overall health. A good majority of men are in denial about aging and go to extreme measures to conceal or prolong the aging process. This is not a healthy approach.
1. Website/Mobile App: A resource for men to read some facts about what their body and mind are going to go through. There will also be related games to play with high scores. A small section will be devoted to sharing information like workout tips or other helpful hints they may have picked up on the way. Another section will have small posters to print to post up on their gym/garage wall.
TARGET AUDIENCE: Male adults aged 34–48 who find themselves getting older and in need of some motivation to stay healthy and active for years to come.
OBJECTIVES: To provide men with facts about the the upcoming, inevitable changes to their body and mind and assist them in accepting and overcoming them.
SINGLE MINDED-PROPOSITION (SMP): Now is the time to get up.
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Water bottles/Hand Towels: The water bottles and towels would have motivational quotes about how important an active life is. They would also have the website listed on them. Gyms could give them out to new members or as promo items.
3. A handbook: The book would have room for a workout journal or any other pertinent notes. It will contain the stats, factual data about aging and other motivations to get going. Some activities will be spread out to keep the mind active as well. The activities would include puzzles, coloring pages and other mind stimulating games.
KEYWORDS: sharing, experience, change, wisdom, emotional, denial, conceal, acceptance, perservere, acceptance, embarrassment, achievement, capable, fatigue, reflection
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L A U S I V M E T SYS This is how I found inspiration and developed the overall visual system in the ageless project. 1. The first developmental step was the inspiration phase. We were to find visuals based on our keywords that inspired us to create a visual language for our project. We came up with several keywords, narrowed it down to three that best represented our project and found visuals that best represented them. 2. The second step was to establish a name for our project. There were several categories that were commonly used to create a name and we had to come up with several examples in each category. From all the list we had to come up with three, then one. 3. After we had a name, we had to establish a visual language for the project and create a poster. This paved the way for what constants we wanted to use throughout the project. What typeface, what shapes, the colors, etc. that made this a cohesive system. Out of three posters, I picked the one that showed a man working out with a bold statement next to him. 4. Finally, an identity had to be established. Several sketches were created using many different directions. After a couple of round of refinement we finally ended up with one.
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Inspiration (Moodboards) We were assigned to collect pulls and visual inspiration that align to the keywords or goals of the project, and that helps generate visual ideas.
Initial Keywords: sharing experience change wisdom emotional denial conceal acceptance perservere embarrassment achievement capable fatigue reflection
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Initial Naming The initial step was to get a bunch of relevant ideas out on the table and then refine and rework them until there are clear winners. There are a few categories of naming that are commonly used. These would guide us in the discovery of our name.
Founder Guess Hector’s Age Maturity with Hector Hector’s Helpful Hints Descriptive Older Bolder Keep Guessing Age Less Fabricated Speed Down Pick it Up Pace Up Metaphor Going Not Gone Turn the Page Conquer the Hill Acronym Get Real Or Wilt Achieve Greatness Everyday Get Rid Of Worry Magic Spell Aidge Meddle Age Azing Combinations Master Middle Age Age Rage Mature Age Gragefully Old Guess Process Gray
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Visual System We developed three posters as a way to begin to explore potential visual languages for the project. These posters were to utilize what we had previously explored with the keywords and moodboards. The Helvetica typeface, bold geometric shapes and dark blue hues were to be used from this point moving forward.
S I W NO E M I T E H T
You s et a goal ago t a lon hat m g tim ay se to ot e em me hers. aning It me to yo less ans s u. ometh ing GET U P.
IS THE TIME
TO GET UP You set a goal a long time ago that may seem meaningless to others. It means something to you. Get up. As you get older, it becomes even more important to remain active if you want to stay both physically and mentally healthy.
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NOW O IS THE TIME TIM You set a goal a long time ago that may seem meaningless to others. It means something to you. Get up. As you get older, it becomes even more
important to remain active if you want to stay both physically and mentally healthy.
AGE LESS
Learn the facts. Share the facts.
As you get older, it becomes even more important to remain active if you want to stay both physically and mentally healthy.
AGE LESS
Learn the facts. Share the facts.
AGE LESS
Learn the facts. Share the facts.
NOW IS THE TIME
TO GET UP
You set a goal a long time ago that may seem meaningless to others. It means something to you. Get Up.
Learn the facts. Share the facts.
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Y T I T N IDE T N E M E N I F E R This is how I had to go through several rounds to refine an identity for ageless. 1. The first step involved pencil and paper. We had to come up with an icon or symbol that represented our brand. 2. I had already established a visual language which made this part a little easier, just a little though. I kept straying from that established look and discovering new concepts and symbols that didn’t quite fit what was established. Funny enough, I ended up with something that fit perfectly within my visual system. 3. Received criticism and suggestions to refine the icon to include the less-than symbol within a skewed square. I found this showed some motion and went well with the project.
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Initial Identity We were to generate sketches for an identity based on our keywords and moodboards. We had to explore whate we were doing in the visual system and create an identity that was well-executed and presentable.
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Identity Refinement
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ageless ageless ageless ageless ageless
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L A FIN S E L B A R E V LI
This is how I developed the deliverables for the ageless project. This was by far the most difficult part of the project. I never had a clear understanding of what was being asked of me for this part of the project until last week. I worked overtime to get what I thought was a good product. I had some pretty humble beginnings with my deliverables. Every time I turned in something, it seemed like I had to do a 180 in the refinement stage. I learned a lot though. The project got much easier once I figured out the purpose of each deliverable. 1. My first deliverable is the app. This is the most robust of the deliverables. I first started with the color scheme and the naviagtion flow of the app. I decided on having a geometric slanted look throughout the app. Each button was a diagonal bar. It worked well, so I used it throughout all the deliverables. 2. The second deliverable is the brochure. This deliverable took awhile to get there though. I thought I could get away from doing some promotional products to get my message across. It quickly became apparent that was not going to work. I then developed a kit to include a brochure among the promo products. The final refinement was to not have a kit or promo products and focus solely on the brochure. Once I did that, I was able to get my message across clearly without any cheap promo products. 3. The final deliverable was my video. I decided to do a :30 commercial instead of training videos. I felt the content the training videos contained would be better suited for the app. So the commercial conveys the information in a brief manner and provides for an avenue the user can select to get further information. Overall, I feel these deliverable are successful on their own individual merit. Each deliverable stands on their own as well as supporting the other deliverables.
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Deliverable One: The app I know I wanted to use shapes throughout the app. I thought circles would be it. Turns out it wasn’t. I ended up using slanted rectangles. I felt this was more striking and masculine.
App Exploration Mobile App Exploration 2
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Mobile App Iteration 2
Deliverable One: The app
Mobile App Exploration 1
Mobile App Iteration 1
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Deliverable One: The app The colors were important to keep this app masculine. The dark silhouette and black and white images worked well throughout the app to keep the visual system consistent.
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Deliverable One: The app These were all some last minute ideas to refine the app. I put myself into the app and thought about what would keep me using the app. So, I included a reward program to provide some incentive and a forum section to keep the user connected to a community of other ageless users.
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Deliverable Two: The brochure It originally was going to be part of a kit. I felt it kind of got lost with all the other promotional products, so I decided to make the brochure stand on its own.
NOW is the time to get up.
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vit acti
d min ur k yo trac gress pro
tom cus outs work ts fac ging ut a abo
right side
left side
Package Design Sketches top
ageless.com
inside left
inside right
bottom
front
opened box
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Package Option One
Package Option Three
Cover
Deliverable Two: The brochure
The folded book is sized to fit in the kit. It is 3.5” x 6.5”.
Fact Section This section is going to share the facts about aging as it pertains to specific parts of the body. This example shows how aging affects the cardiovascular system. Other parts include: Testosterone, Eyes and Ears, Skin, Gastrointestinal and the Brain.
The Facts
Some age-related physical changes are obvious: an extra laugh line or two, graying hair, and additional weight around the midsection, for instance. But many changes, such as the gradual loss of bone tissue and the reduced resiliency of blood vessels, go unnoticed, even for decades. Even though you’re not aware of them, they’re happening, nevertheless. Knowing how and why your body changes with age will help you discourage alterations in cell, tissue, and organ function that slow you down. This knowledge will also help you take steps to stop the development of conditions such as diabetes and eye disease that are more common with advancing age.
NOW is the time to get up. Table of Contents
Cardiovascular Effects of Aging Aging brings on increased stiffness of the chest wall, diminished blood flow through the lungs, and a reduction in the strength of your heartbeat. (In fact, maximum heart rate per minute declines with each year and can be estimated by subtracting your age from 220.) Don’t worry too much about this, though. Your heart pumps more blood per beat to compensate for a diminishing heart rate. Older people take longer to recover from stress, a shock, or surprise. After exertion, such as exercise, more time passes before your body returns to its resting heart rate and blood pressure. Older people often feel colder than their younger counterparts, largely due to diminished circulation. Blood vessels change, too. Artery walls slowly thicken and become less elastic, increasing their vulnerability to normal wear and tear.
Journal Section 4
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This section is going to provide a space for the reader to document their workouts and keep track of their progress. The left page has room for notes to jot down what was done during the day. The right side keeps track of the progress with weights and repetitions.
Welcome to ageless. Our mission is to educate
ageless Program Handout
men to understand and accept their changing
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ageless Program Handout
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body and motivate them to do something about it.
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ageless Program Handout
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Deliverable Two: The brochure The ageless fact booklet contains an abundance of facts that pertain to aging and the body. It is broken down by parts of the body. This can be handed out at gyms and doctors offices. People will be mailed one when they register on the app as a member of the ageless community.
s e n o Horm Decreasing Testosterone It should come as no surprise that optimal physical and psychological health is mostly determined by our hormones. Unlike women, who tend to experience sudden drops in estrogen in their 40s, testosterone production in men tends to begin declining at the rate of 1% per year stating at the age of 30. Testosterone is the essence of masculinity. It is responsible for libido, sex drive, lean muscle mass, bone density, strength, energy, mood and ambition. Unfortunately for men, their environment, sedentary lifestyles, diet and exposure to certain chemicals can hinder testosterone production, causing men to lose virility faster than ever before.
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Because testosterone plays such an important role in male biology, the negative side effects of not keeping it at healthy levels aren’t pretty. Results of Low Testosterone • Depression
• Weight gain around the abdomen
• Low sex drive
• Difficulty in keeping or gaining lean muscle mass
• Weakness • Mood swings
How to Boost Testosterone: Eat more fat
Shorten your rest periods during workouts
Get more sleep
Stick with multi-joint movements in the gym
Consume more vitamin D
rone s to s te g, Fo r te rainin cific t e : p s g pa e ing Tu b e b oost u o Y s ele s our ser/Ag view u / m o be.c youtu 17
Deliverable Two: The brochure Each section breaks down the information in a positive way, so the reader will have the knowledge about not only aging, but how to best handle the changes. The mind section also contains a few puzzles to challenge the mind.
Mind Like the rest of your body, your brain changes with each passing year. From the time we are infants, our brains are adapting, learning, making memories and more. We become smarter and sharper, earning the wisdom that truly only comes with life experience. The less desirable effects of the march of time can certainly be felt, too. You may recognize them: An ever-lost set of keys, a to-do that never seems to stay top of mind, a name that’s on the tip of your tongue. Once we hit our late twenties, the brain’s aging process begins and we begin losing neurons—the cells that make up the brain and nervous system. By our sixties, our brains have literally begun to shrink. Though these brain changes may sound a bit scary, the process is natural and it happens to everyone.
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in ur br a l o f yo o r e a b o u t o r t n co n i n g m l i f e t i m e. Take y lea r b ou r h t l hea over y n o i t olu i t s ev
Late 20s to Early 30s Reasoning, spatial skills and speed of thought begin to decline around now. As you age, your brain goes through changes that can slow down your thinking: It loses volume, the fibers of your neurons begins to degrade, and your brain receptors don’t fire as quickly.
Mid 30s What was that woman’s name, again? In your 30s, memory begins to slip as the number of neurons in the brain decreases. It may take longer to learn new things or memorize words or names. This process continues in the decades ahead.
40s and 50s From your mid 40s to late 50s, your reasoning skills slow. You also experience fading sharpness in memory and verbal fluency—the ability to say words quickly. On the upside, other measures of cognition—such as moral decision-making, regulating emotions and reading social situations—have been shown to improve beginning with middle age.
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Information Booklet
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Deliverable Three: The Video I was all over the place with this deliverable. I wanted to put so much information that the message just got muddy. I ended up with a successful commercial that introduces the ageless project and explain the multiple ways to join.
Video One – Testosterone Click here to view this video.
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Deliverable Three: The Video Video Two – Heart Click here to view this video.
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Deliverable Three: The Video This video is 30 seconds and will be sold on various cable networks to promote the ageless app and provide the viewer with a brief preview of what the program is all about. It starts off with the simple exercise of doing a pushup. It then describes how it benefits the body and later promotes the app to get further information.
Click here to view the video on YouTube.
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Deliverable Three: The Video
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Deliverable Three: The Video
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