Derrick “DJ” Reed ART 448 RiseUp Recreational Therapy This project is branding a local therapeutic recreational company all staffed by seasoned, certified specialists that will also offer internships. The company will also promote and educate the medical benefits of therapeutic recreation both physical and psychological. Recreational therapy is a service designed to promote health and wellness as well as reduce or eliminate the activity limitations and restriction to participation in life situations caused by an illness or disabling condition. Recreational therapy is often not taken seriously as a profession. Most other professions create a false image and view it as playful in nature, “Oh, they are just ‘playing’ with the client”. Recreation therapists are often outsourced and work in various settings that are not fully informed on the major benefits that therapeutic recreation provides. While there are numerous organizations that support recreational therapy, actual brick-and-mortar recreational therapy companies staffed with certified and licensed specialists are few to non-existent…especially in Mississippi. The topic will require heavy and extensive research on the psychology of therapeutic recreation. It will also examine various types of psychological and medical information involving stress, anxiety, depressions, hypertension, strokes, neurological chemical reactions/releases, heart disease, autism, post-traumatic-stress-disorder, hypothalamus, happiness, other various disorders, etc. Also this project will expand upon the psychological impact specific activities, colors, textures, patterns, typography, and graphics have on individuals: what certain types of emotions are evoked. An example being, “Which color (s) or activity/activities offer a more soothing and calming effect versus ones that evoke agitation. `The project will consist of a brand identity system: logos (primary, secondary/tertiary), an infographic or two illustrating the positive effects that therapeutic recreation has to mental and physical health. There will be takeaways: cards providing additional information on therapeutic recreations such as The American Therapeutic Recreation Association (ATRA), other supporting organizations and sponsors, internships, and certification classes; stickers and buttons showcasing the company’s slogan and logos; and Web design will also be a component in this project: showcasing ideal games and other recreational activities, testimonies, and, optional donations. This project’s investigation will definitely have a positive growth for me as a designer. It will teach me to further demonstrate and stress my design ingenuity skills and balance the thin line between medical, psychological, and design ethics.
Obstacles that I foresee in this investigation are that I present the critical distinction between recreational workers and therapists; another is to consistently remember to use politically correct terminology. Another obstacle I foresee is to fully and successfully capture the adaptability and necessity of therapeutic recreation.
Schedule Mon – Jan 27
Proposal of Study Due/Group Meeting (Present Thematic Guide)
Wed – Jan 29:
Work on branding system and additional pieces roughs
Mon – Feb 3:
Group Meeting (Present roughs)
Wed – Feb 5:
Revise/Finalize roughs (possibly bring them into computer)
Mon – Feb 10:
First Project Review Meeting
Wed – Feb 12:
Bring everything into the computer
Mon – Feb 17:
Group Meeting (Present digitized roughs/semi-comps)
Wed – Feb 19:
Revise/Finalize semi-comps
Mon – Feb 24:
Production (Start Producing Pieces)
Wed – Feb 26:
Production
Mon – Mar 2:
Group Meeting (Present photographed pieces)
Wed – Mar 4:
Revise and Finalize and Produce
Mon – Mar 9:
Second Project Review Meeting
Wed – Mar 11:
Revise and Finalize and Produce
Mon – Mar 16:
Revise and Finalize and Produce
Wed – Mar 18:
Revise and Finalize and Produce
Mon – Mar 23:
Research Paper Due/Group Meeting
Wed – Mar 25:
Revise and Finalize and Produce
Mon – Mar 30:
Group Meeting (Present revised and finalized pieces)
Wed – Apr 1:
Revise and Finalize and Produce
Mon – Apr 6:
Final Presentation
Mon – Apr 13:
Print for Installation
Tues – Apr 14:
Print for Installation
Wed – Apr 15:
Print for Installation
Thurs – Apr 16:
Begin Installation
Thurs – Apr 23:
Opening Reception & Work Exhibited
Thurs – Apr 30:
Exhibition Removal
RiseUp: Recreational Therapy
Derrick “DJ” Reed ART 448: Senior Project March 23, 2020
Reed 1 Recreational therapy has the common misconception that it is nothing more but fun and games, often causing it to be looked down upon by traditional therapeutic professions. However, there is a purpose behind the activities that are specifically targeted to each patient. According to the American Therapeutic Recreation Association (ATRA), recreational therapy, also known as therapeutic recreation, is the systematic process utilizing recreation and other activity-based interventions addressing the specific needs of individuals with illnesses or disabling conditions1. It is also meant to reduce stress, anxiety, and depression in individuals and help them improve their overall well-being. Stress is the feeling of emotional or physical tension. It can stem from any trigger that may cause frustration, anger, or nervousness. It is also the body's natural reaction to said trigger. The emotional sensation flushes the body with the hormones adrenaline, cortisol, and noradrenaline in preparation to evade or confront danger…known as the “fight-or-flight or freeze” response2. Stress is natural, but left untreated it can significantly and often irreversibly damage your physical health and deteriorate your mental health. Untreated, chronic stress can evokes sensations of entrapment and hopelessness. Anxiety is an emotion characterized by feelings of tension, worried thoughts and physical changes. Like stress, it is a normal part of life to experience; however if it persists, then it can become a medical disorder that can interfere with daily life. Anxiety disorders are the most common mental illness in the United States, affecting 40 million adults 18 and older, or 18.1% of the population every year. Anxiety disorders are highly treatable, yet only 36.9% of those
NCTRC (National Council for Therapeutic Recreation Certification), About Recreational Therapy, www.nctrc.org/about-ncrtc/about-recreational-therapy/.
1
2
National Institute of Mental Health, Stress (U.S. Department of Health and Human Services, www.nimh.nih.gov/health/topics/depression/index.shtml.
Reed 2 suffering receive treatment3. Common disorders include: general anxiety disorder, social anxiety, post-traumatic-stress-disorder, panic disorder, and selective mutism. Depression, just like anxiety, is one of the most common mental disorders. The feelings of being sad, lonely, or scared are all natural. Like stress and anxiety, short bouts of depression are somewhat normal in life. However, like stress and anxiety, in the case of individuals who are diagnosed with depression as a psychiatric disorder, the manifestations of the low mood are much more severe and they tend to persist. The most commonly diagnosed form of depression is major depressive disorder. Depression is the leading cause of disability in the United States among people ages 15-444. As stated before, recreational therapy is often discounted as a profession. Most other professions create a false image and view it as playful in nature, “Oh, they are just ‘playing’ with the client”. When individuals are suffering from a physical injury, mental illness, or disability, they need help learning, not only how to live with their disability, but to enhance their quality of life. Sometimes traditional therapeutic practices prove ineffective towards some individuals. That is when and where recreational therapy enters in and offers its own benefits. The major implication of recreational therapy is that it aids for a client to function and “live in the here and now”. Specialists also help in the development of an acceptance and understanding attitude and atmosphere that can reduce a client’s feeling of loneliness and
3
National Institute of Mental Health, Anxiety
4
National Institute of Mental Health, Depression
Reed 3 worthlessness5. Clients also will have the drive to participate in activities and allow the expansion of social interactions and building meaningful relationships. While there are numerous organizations that support recreational therapy, actual brickand-mortar recreational therapy companies or centers staffed with certified and licensed specialists are few to non-existent…especially in Mississippi. When it came to envisioning RiseUp’s brand, an individual’s well-being was always the foundation. The overall, critical message that needed to be communicated was that this is a service where individuals of various ages and disabilities can relax, enjoy and participates in activities that assist them in “rising up” and improving their quality of life. To effectively communicate RiseUp’s brand identity and message, color was one aspect that needed to be successfully executed. Color is a primary, visual element of design and one of its most powerful. It can attract, enhance attitudes and emotions, provide visual energy, and reinforce an overall message6. Color can change the mood and perception of how an audience views a product or service. The human mind subconsciously assigns a certain feeling to every color on the color wheel. These specific emotions caused by a specific color upon sight is known as color psychology. Choosing the color palette for the brand was a difficult process. Majority of health-care and therapeutic services have an overall cool color scheme with blues, violets, and sometimes greens. While cool colors do evoke the sense of peace and reliability, just using cool colors would cause the RiseUp brand to become too stagnant. It would become too medical and lack the
Austin, David R, Therapeutic Recreation: Processes and Techniques 4th edition, (Sagamore Publishing Inc, 1999), 30 5
Poulin, Richard, The Language of Graphic Design: An Illustrated Handbook for Understanding Fundamental Design Principles, (Rockport Publishers, 2012), 58-60
6
Reed 4 energy and enjoyment that recreational therapy also offers. To incorporate all the intended emotions, the color scheme needed to be a combination of both and warm and cool colors. The color palette chosen consisted of red-orange, yellow-orange, light-blue, and blue. Red is a very, emotionally aggressive color. It evokes high energy and passion. Orange combines the energy of red and the happiness of yellow producing a warming color that attracts and stimulates. Red-orange takes the high energy of red and blends it with the softer tone of orange to produce a color that is still bright and exciting, but not as emotionally intense. Red-orange is engaging and associated with playfulness and physical energy. It can also be used to symbolize health and vitality. Yellow-orange takes both the positive aspects often associated with its two parent colors yellow and orange such as joy and happiness. Its vibrant appearance conveys a warmth, arouses cheerfulness, uplifts, and stimulates mental activity. The color can also inspire boldness and enthusiasm. The color blue is often associated with depth and stability. It also traditionally symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, and truth. Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness and if it is lightened in hue, these aspects are enhanced. Light blue is also associated with health, healing, and softness7. Just like color, type is a distinct principle in design because it has dual functions. Not only does typography has verbal meaning it has visual meaning as well. However, both verbal and visual need to mesh well in order for the overall design to be successful8. If type only works on the verbal level, it can lack visual impact giving the appearance that the type has no purpose and was just slapped onto the design. As does color, specific typefaces convey certain messages
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Canva, Color Meanings and Symbolism, www.canva.com/colors/color-meanings/.
8
Poulin, Richard, 246-7.
Reed 5 and meanings. Some appear calligraphic, conveying antiquity and formalness while others may be more geometric conveying modernity. The common typefaces for health-care and therapeutic services consists of serifs. Serif fonts have decorative lines or tapers at the beginning or end or a letterform’s stem called serifs. This is understandable, evoke senses of traditional professionalism, trust, and stability. However, serifs also evoke the feelings of being too sterile and uninviting. For RiseUp, the appropriate typeface to needed to be a sans-serif typeface. Sans-serif typefaces lack serifs, “sans means without”, and have a more modern, sophisticated feel while appearing more inviting and friendly. RiseUp’s specific typeface features Avenir Next. Avenir Next is geometric sans-serif typeface created by Adrian Frutiger. Frutiger felt that other geometric typefaces were too precise and rigid not offering any type of personality. In response to this stagnation, he created Avenir Next. Avenir Next has a slightly more organic, humanistic personality without comprising the clean, modern feel common in geometric typefaces. Avenir itself means “future” in French as this typeface is a new interpretation of what geometric, sans typefaces can be9. The “new, progressive” sense that Avenir Next produces work well of the overall purpose of RiseUp. Avenir Next is also legible and extremely versatile offering twenty-four different style variations. The typeface’s versatility allows for established typographical emphasis and hierarchy. This flexibility also allows for any design to be marketed for either formal or semiformal purposes. It is instantly successful in print and with its expanded range of characters and specific optimization, equally successful as an on-screen font. Many companies have adopted Avenir Next for use in official literature as well as logotype. Sans-serif typefaces with their
9
Osterer, Heidrun, Adrian Frutiger – Typefaces: The Complete Works, (Birkhäuser, 2014), 343
Reed 6 uniform widths and crisp, clean lines blend well with the minimalistic illustrations. The typefaces enhancing the aesthetics and overall minimalistic feel. With the color and typeface established, another visual element that needed to be implemented for the brand was the use of images. Color and type are all nice for design, but for a humane service, there needs to be some forms of images. An image is a potentially powerful element because it represents an emotional experience and be immediately understood by a viewer without a written narrative10. Images grab attention. RiseUp used the combination of both photographs and illustrations. The photographs feature actual individuals joyously interacting with specialists in the different programs that RiseUp has to offer. The photographs also showcase the realistic humane side of RiseUp. Illustrations are useful because they offer the tactic of customization. Unique illustration styles and color schemes can be better suited for a brand and promotional campaigns. Illustrations are easier to customize than manipulating photographs. An illustrations can also add to a photograph’s attention-grabbing capabilities11. Even though photographs are important, they can be and are often time overused. Also, it is possible to stumble upon copyrighted photos and face unnecessary and costly legal battles. But with illustrations, the risk of running into overused images that have become a “public uniform” is lowered. RiseUp’s illustrations also convey many unique features and characteristics. One is that the illustrations always seem to be in motion. They depict human motion and energy, and therefore create a sense of joy and connection. Another aspect is that the illustrations convey a
10
Poulin, Richard, 226-36.
Hall, Andrew, Central Saint Martins College of Art and Design, Illustration, (Laurence King Publishing, 2011), 62-64.
11
Reed 7 design of expression rather than individual identity. They are also ethnically non-specific. This is to represent diversity, anyone can see themselves reflected in the characters. The illustration style used for RiseUp is flat and minimalistic. The illustrations themselves are inspired by designers Tad Carpenter and Vera Voishvilo. The style is clean and simple, offering a slight level of sophistication without overwhelming viewers with intricate and complicated designs. The minimalism of the illustrations also make them versatile in various mediums. They can still be readable and legible on digital media as well as on print media12. The illustrations also allow for other elements of design to be exemplified. For example, they allow for the utilization of a wide spectrum of colors creating a visually appealing design. Type is another element that can be enriched. Symbolism is also an effective tool in design. If one looks closely, arrows can be found everywhere. They indicate direction, serve aesthetic purposes and have cultural meanings. In some cultures, the arrow can have specific meanings. The Native American for example, have a very serious relationship with the arrow. It is very important in their culture. Because hunting and gathering were so important in this culture, arrows had the strong symbolic and philosophical meaning of life13. Most arrows are used as directional symbols. The current simplified arrow was developed in the mid-1800s. At that time, the tail ornamentation was removed, keeping the triangular head or diagonal lines converging to a singular point. 14. This brought arrow depictions down to their
Tubik Studio, Flat Design. History, Benefits and Practice, (UX Planet, 2017), uxplanet.org/flat-design-historybenefits-and-practice 12
Messino, Gaby, and Scarlett Davis, Explaining Arrow Symbolism in Different Cultures, (New York Gal, 2019), https://nygal.com/arrow-symbolism-in-different-cultures/. 13
14
Messino, Gaby, and Scarlett Davis
Reed 8 essential form. English cartographer Emil Reich pioneered using arrow symbolism for analytic and teaching uses. In his book A New Student’s Atlas of English History, he used solid triangular arrows on curving lines to indicate English military campaigns’ movements across Europe15. This allowed lines with arrows to represent movement are a common symbology across cultures. Today, in some corporate logos, arrow symbolism reflects a specific concept. Within the RisUp logo the “u” and the “i” form an arrow. The symbol of the arrow goes back centuries in its meaning. This arrow is used to symbolize overcoming the negative aspects that such as depression, stress, and anxiety that people with disabilities may have. With all these elements designed and rooted, it was time to apply them towards mediums to make them effective in attracting the audience’s eyes. Posters designing has been prevalent since the first printing press was invented. They originally consisted of text only and were used to inform the public long before newspapers were published. Since the beginning, it has been crucial for posters to catch the eye of those they are meant to educate and inform16. The most important element is the main visual. Designers must take into account the type of audience the poster is supposed to target, the purpose of the poster, and whether or not to use a photograph, an illustration, or both. The next element that must be considered is the typography that will be used. The text should be easy to read and help draw the eye to the poster. Emphasis can be made through the use of color and the size of print. It is also important that the poster is viewable from a distance so that it will draw people to it.
15
Messino, Gaby, and Scarlett Davis
Kokemuller, Neil, What Are the Benefits of Posters for Advertising?, (Bizfluent, 2019), https://bizfluent.com/list6835227-benefits-posters-advertising-.html.
16
Reed 9 The interacting warm and cool color scheme of the illustration allows for a viewer to stop what he or she is doing and engaging with their surroundings along with the RiseUp brand. The versatile typeface of Avenir Next also grabs the attention by consciously implementing a call to action and encourage them to respond. The posters send a clear message that inspires people to be active. Another aspect of poster design is that a poster can be used to get the attention of a specific demographic that one is appealing to. With RiseUp, the posters are going to be displayed throughout the recreational center where the target audience is located, increasing the chance of a positive response. Another printed medium that has been prosperous for design are the use of brochures for a business. Brochures can be strategically placed in a wide variety of locations. This wide distribution allows for positive and accurate communication and information to more people and attract new audience members. They can also add personalization to a brand. As the target audience reads the brochure, a one-on-one communication atmosphere is established. True, they could get the information from the website; however, research shows that written materials are more effective by adding a personal touch17. One of RiseUp’s main focuses are to establish a beneficial, personal interaction and relationships between a client and a therapist. This personalization eventually leads to trust in a brand. Most companies, brands, and businesses include objectives and goals within a brochure. This information helps clients see the caring and devoted side of the brand. When clients read and mentally see how an organization cares, they trust it more18. A brochure also lets people know the seriousness of a brand with reliable credentials and dependable business practices. Many want to see evidence of experience
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Wills, Franz Hermann, Fundamentals of Layout for Newspaper and Magazine Advertising, for Page Design of Publications and for Brochures. New York: Dover Publications, 1972., 45
18
Wills, Franz Hermann, 47-48
Reed 10 before they do business with anyone. A sense of trust then established a brand’s authority. Printed sales literature sends the message of an established business. While business cards or letterheads offer credibility, a brochure shows the willingness of investing in people. People expect printed merchandise from a serious business. As stated before, RiseUp is a brand whose purpose is to help, maintain, and improve a person with a disability overall well-being. By including brochures within the brand’s design, it allows for that interaction to mentally seen and cause those to be interested within the brand. This interest can hopefully overall bring awareness to the seriousness and importance of the impact of recreational therapy has in the medical, psychological, and general community.
Reed 11
Works Cited “About Recreational Therapy.” NCTRC (National Council for Therapeutic Recreation Certification)), www.nctrc.org/about-ncrtc/about-recreational-therapy/.
Austin, David R. Therapeutic Recreation: Processes and Techniques. 4th ed., Sagamore Publishing Inc, 1999. “Color Meanings and Symbolism.” Canva, www.canva.com/colors/color-meanings/. “Depression.” National Institute of Mental Health, U.S. Department of Health and Human Services, www.nimh.nih.gov/health/topics/depression/index.shtml. Hall, Andrew, and London, England) Central Saint Martins College of Art and Design. Illustration. Laurence King Publishing, 2011. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=e000xna&AN=926123&site=ehostlive. Kokemuller, Neil. “What Are the Benefits of Posters for Advertising?” Bizfluent, March 11, 2019. https://bizfluent.com/list-6835227-benefits-posters-advertising-.html. Messino, Gaby, and Scarlett Davis. “Explaining Arrow Symbolism in Different Cultures.” New York Gal, August 5, 2019. https://nygal.com/arrow-symbolism-in-different-cultures/. Osterer, Hein, et al. Adrian Frutiger – Typefaces : The Complete Works. Birkhäuser, 2014. EBSCOhost,search.ebscohost.com/login.aspx?direct=true&db=e000xna&AN=809517&si te=ehost-live. Poulin, Richard. The Language of Graphic Design : An Illustrated Handbook for Understanding Fundamental Design Principles. Rockport Publishers, 2012. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=e000xna&AN=576532&site=ehostlive. Studio, Tubik. “Flat Design. History, Benefits and Practice.” Medium, UX Planet, 13 Jan. 2017, uxplanet.org/flat-design-history-benefits-and-practice-c2b092955f14.
Wills, Franz Hermann. Fundamentals of Layout for Newspaper and Magazine Advertising, for Page Design of Publications and for Brochures. New York: Dover Publications, 1972.
Image Inspirations
Colors
The cool colors represent calmness, relaxation, and stability The warm colors bring a sense of bright energy and motion
Type Selection: Avenir Next
Avenir Next: Regular Italic Ultra Light Ultra Light Italic Medium Medium Italic Demi Bold Demi Bold Italic Bold Bold Italic Heavy Heavy Italic
Extremely versatile and flexible. Geometric in nature with a more humanistic/personal feel. Clean, minimal, modern and friendly.
Illustration Inspiration Flat and minimalistic. Illustrations are always in motion Depict human motion and energy, and therefore joy and connection. They convey a design for expression, rather than individual identity.
Ethnically non-specific to represent diversity, anyone can see themselves reflected in the characters.
Type Inspiration Wanted to capture type interaction to signify movement The primary type for the logo was to be hand-rendered The secondary typefaces are sans-serif The logo still needed to have a professional look, but with that feeling of activity and enjoyment
Sketches
Logo Roughs
Finalized Logo
Sample Illustrations
Poster Rough Drafts Post-Traumatic-Stress Disorder (PTSD) When people who have suffered a major trauma in their lives continue experiencing persistent trauma and stress-related symptoms for more than six months.
Cerebral Palsey Is a blanket term describing the impairment or loss of body movement, muscle control, muscle coordination, muscle tone, reflex, posture and balance. It can also impact fine motor skills, gross motor skills and oral motor functioning.
Symptoms Re-experiencing the trauma through flashbacks, nightmares, and frightening thoughts Staying away from places, events, or objects that are reminders of the traumatic experience Being easily startled, and always feeling tense or “on edge”
Recreational Therapy and PTSD
Physical Benefits Improved physical adeptness Increased strength and flexibility Improved physical fitness and health Improved coordination
Recreational Therapy excels for body work because by externalizing difficult pieces of their trauma stories, clients begin to safely access their physical experiences and relearn that their bodies are a safe place.
PTSD recovery involves reclaiming the safety of the body. Many find themselves disconnected or dissociated from their bodies.
Improved athletic prowess
Psychological Benefits Decreased stress, anxiety, and depression Increased social skills Improved body image and confidence Improved well-being and relaxation
Finalized Posters
Pamphlet Inspiration
Each pamphlet is going to be indicated by one of my four color choices
Each color is going to represent dierent recreational activities and certification classes oered and information
Pamphlet Roughs
Outside
Inside
Outside
Inside
Pamphlet Roughs 2
Outside
Inside
Outside
Inside
Pamphlets Finalized
Outside
Inside
Outside
Inside
Outside
Inside
Outside
Inside
Ad Campaign Roughs
Finalized Ad Campaigns
Collateral
Website