TABLE OF
CONTENTS
01 TOPIC DEVELOPMENT TOPIC EXPLORATION BRAINSTORMING NARROWING TOPIC FINAL TOPIC
02 BRAND RESEARCH FRAMEWORK PERSONAS SWOT ANALYSIS BRAND COMPETITORS
03 BRAND DEVELOPMENT VISUAL VERVE LOGO AND IDENTITY CREATIVE BRIEF
04 DELIVERABLES POSTERS KICK OFF EVENT MOBILE APPLICATION WEBSITE
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TOPIC DEVELOPMENT TOPIC EXPLORATION BRAINSTORMING NARROWING TOPIC FINAL TOPIC
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TOPIC EXPLORATION
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CONNECT PEOPLE WITH DISABILITIES AND THE COMMUNITY I will investigate a way to increase and encourage more relationships and friendships between people with disabilities and other community members. REDUCE CIGARETTE BUTTS ON THE GROUND I will investigate a way to communicate that smokers are welcome to smoke, however dispose all their butts responsibly. REDUCE THE NUMBER OF ABANDONED ANIMALS
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I will investigate a way that could help and connect abandoned animal to new homes that will protect and love those animals. Also connect those who want to contribute to shelters with any kind of help.
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BETTER WAY FOR FOOD WASTE I will investigate a way that surplus food could be donate and delivered to homeless shelters or directly to poor people on streets of the Bay Area. THE RIGHT DISCART FOR SPECIAL TRASH I will investigate a way that people could have total acess to companies and organizations that can give the right destination to special trash waste.
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NARROW THE TOPIC ACCORDING TO THE BRAINSTORMING
TOPIC: CONNECT PEOPLE WITH DISABILITIES AND THE COMMUNITY IDEA 01: A MEANINGFUL CONNECTION AMONG PEOPLE Question: How can I increase and encourage community members in a neighborhood to have friendships with individuals with some sort disabilities? Summary: Relationships are probably the most important aspect of our lives. Although individuals with disabilities are living in their communities and sometimes not participating in community activities, they often do not have the opportunities to build relationships. IDEA 02: ALL EMBRACING THE SAME CAUSE Question: How could I develop groups of people that could support people with disabilities to establish friendships and relationship with non-disabled people? Summary: Relationships are probably the most important aspect of our lives. Often persons with disabilities have no real best friend, or their relationships are limited to their immediate family, human service staff, and other people with disabilities. I want to assist people with disabilities in being more a part of their communities. IDEA 02: A TOTALLY INDIVIDUALIZED FOCUS Question: Each of a person has his or her own interests and things that they like to do. How could I fit the individual’s personality, strengths, interests and preferences into social programs head by community members? Summary: People with disabilities are hungry for relationships and they have particular tastes about a specific thing. Moreover you feel much better doing something that you are pleased. So I want to widen the person’s circle of relationships with both non-disabled or disable people based on shared activities, meetings and things in common. 09
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FINAL MOOD BOARD
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Each friend represents a world in us, a world not born until they arrive, and it is only by this meeting that a new world is born — Anais Nin
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FINAL TOPIC
INCRE ASE AND ENCOUR AGE ALL COMMUNIT Y MEMBERS NE ARBY TO ESTABLISH FRIENDSHIPS WITH INDIVIDUAL S WITH SOME SORT DISABILIT Y THROUGH SPORTS AND AC TIVITIES INTERESTS. Relationships are probably the most important aspect of our lives. Although individuals with disabilities are living in their communities and sometimes not participating in community activities, they often do not have the opportunities to build relationships.
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BRAND RESEARCH FRAMEWORK PERSONAS SWOT ANALYSIS BRAND COMPETITORS
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BRAND FRAMEWORK
NAME geTTogether CATEGORY Combination LOCATION San Francisco - CA PURPOSE The purpose of my brand is to show the essence of the project, it will differentiate us from competition giving feeling of encouragement, support and exceeding people’s expectations. SCOPE Initially it is a local brand that will be embracing individual in San Francisco and surround areas, however it has potential to be expanded to a national project or even a worldwide cause. COMPETITORS There some volunteer groups around Bay Area that focused on many different paths. Although the KEEN (Kids Enjoy Exercise Now) is one of them that focus on kids, sports activities and it does an inspiring job. GENERAL INFORMATION The brand will show self-esteem, inclusiveness, youth, strength, education and provide support for families and possible network.
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PERSONAS
The target audience for this brand are people with any kind of mental and/or mental disability, parents, families and relatives of people with disability and all people involved and interested on sports and activities. GROUP 1 Most of the times people with disabilities have lack of friendship and connections with others outside their circle of relatives, for example parents and family. GROUP 2 Parents and family of a person with disability have the wish to participate and engage more with their children in activity as well with other parents. GROUP 3 Sometimes some people lack of partners to practice activities and sports, so they will have chance to find new partners and meet new friends.
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01 CHRIS
WILLIAMS AGE // 21 GENDER // MALE ETHNICITY // ASIAN AMERICAN OCCUPATION // STUDENT INCOME // $5.000 MARITAL STATUS // SINGLE EDUCATION LEVEL // HIGH SCHOOL LOCATION // DALY CITY - CA
SPORTS
FRIENDLY
TECH GUY
TRAVEL
FOODIE
FRIENDS
Super fan of sports especially basketball, and h is favorite team is Golden State Warriors. He has visited many places around the world w ith his parents. He has down syndrome, however he studies and has an internship on a supermarket. A foodie person that basically loves all kinds o f food, but respecting his diet. Always ahead of technology, and cannot live w ithout his smartphone. Between coffee and tea he has no preference, h e likes both especially coffee with milk. Almost all of his friends are from his school or f amily, he does not have many friendships outside. 17
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02 MARCUS
STEVENS AGE // 58 GENDER // MALE ETHNICITY // WHITE AMERICAN OCCUPATION // REAL STATE AGENT INCOME // $52,000 MARITAL STATUS // MARRIED EDUCATION LEVEL // MASTER DEGREE LOCATION // SAN FRANCISCO - CA
SPORTS
FAMILY
CONNECTED
TRAVEL
FATHER
FRIENDS
He always treat his family as better as he can. He has 2 daughters and 1 son who has down syndrome. He is a very active father who participates all the time at school and social projects. He is passionate for sports specially football, he does not miss one game. He is connected father who has social medias and has engagement with other families. One of his hobbies is travel twice a year, as now he is retired he has plenty of time. He really likes to have a good time with friends and family members. 18
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03 BARBARA ROBINS AGE // 19 GENDER // FEMALE ETHNICITY // AFRO-AMERICAN OCCUPATION // STUDENT INCOME // $0 MARITAL STATUS // SINGLE EDUCATION LEVEL // COLLEGE LOCATION // SAN RAFAEL - CA
ACTIVITIES
STUDENT
FAMILY
VOLUNTEER
TRAVEL
FRIENDS
She has one acquaintance with a motor disability. She speaks three different languages, which are English, Spanish and Chinese. She really cares about human being. She practices outdoor activities, and she really likes pilates and yoga. She is interested in participate to social projects. She is a kind person that is always down to help others. She really likes to have a good time with friends and family members. 19
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SWOT ANALYSIS
STRENGTHS • Outstanding network system • Strong commitment to the community well being • Innovative way to bring people together • Excellent location and geography • High level of competitive advantages • Face-to-face interation
S
W
WEAKNESS • Brand new project • Lack of participants and network • Limited range of activities and sports covered • Lack of capital and reputation
OPPORTUNITIES • Real oppotunity for quick expansion • Focused on niche target • Unfulfilled users and people’s need • Build a genuine community • Increase variety of users and people involved
O
THREATS • Reduced barriers and discrimination • Saturated market of social networking websites/apps • Increased awareness for disability area • Provider new networks • Gap between people with disabilities and community
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BRAND COMPETITORS
COMPETITOR 1 KEEN (Kids Enjoy Exercise Now) is one of the main competitors that has been launched in 2006. KEEN focus on kids, sports activities and it does an inspiring job empowering youth with disabilities by providing free, non-competitive one-to-one programs of exercise, fitness and fun, led by volunteer coaches.
COMPETITOR 2 Support for Families of Children with Disabilities (SFCD) is the second competitor, however it focus on a different segment. It is around since 1982, it has offered information, education, and parent-to-parent support free of charge to families and professionals of children with any kind of disability or special health care need in San Francisco.
COMPETITOR 3 The Arc San Francisco is the third competitor that focus a lot about developmental disabilities helping them to achieve their dreams either at life or professional. For over 65 years they approach the power of individuals then supporting success at their own pace at work, at life even in love.
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STAKEHOLDERS
SCHOOL
STAKEHOLDER 1 One of the starkeholders is all schools and centers that deal with people with some sort of disability that can be a place to reiforce and spread the project’s ideals, estimulate more people to participate and communicate directly with the primary target audience that is the majority on those places.
STAKEHOLDER 2 Another possible stakeholders are all community centers spread out throughout the Bay Area and surrounding areas that are likely places to have families and people from all differente places and ages. Moreover community centers will be one of the places where users can meet for social, educational, or recreational activities through the project.
STAKEHOLDER 3 The other possible stakeholders are many volunteer groups that have actions throughout Bay Are and surrounding areas could be potencial ways to spread out the project ideals and goals. As also companies that are into social causes for people with disabilities, for example providing work positions and internships.
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Friendship is the source of the greatest pleasures, and without friends even the most agreeable pursuits become tedious. — Thomas Aquinas
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BRAND DEVELOPMENT VISUAL VERVE LOGO AND IDENTITY CREATIVE BRIEF
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MOODBOARD
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LOGO PROCESS INITIAL SKETCHES
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LOGO PROCESS FIRST ATTEMPT
TYPOGRAPHIC SOLUTION
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ICONOGRAPHY SOLUTION
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LOGO PROCESS REFINEMENTS
TYPOGRAPHIC SOLUTION
ICONOGRAPHY SOLUTION
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FINAL LOGO
TYPOGRAPHIC SOLUTION
ICONOGRAPHY SOLUTION
The logotype and icon solution give the feeling of encouragement, support and friendship. Thus showing self-esteem, inclusiveness, youth, strength, and education for families and all possible people involved on this network.
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I cannot even imagine where I would be today were it not for that handful of friends who have given me a heart full of joy. Let’s face it, friends make life a lot more fun. — Charles R. Swindoll
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BRAND IDENTITY
The brand will explore a strong and cheerful elements as its outstanding identity that consists in a color palette with electric orange and purple followed with connection shapes and appealing images, thus expressing the essence and principles of the brand through the communication.
COLOR PALLETE
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PMS
527C
166C
White
Black
C
70
0
0
0
M
100
62
0
0
Y
16
100
0
0
K
0
0
0
100
R
107
245
255
0
G
40
126
255
0
B
121
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255
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TYPEFACES Avenir Regular
Connecting people with disabilities and the community Avenir Demi
Connecting people with disabilities and the community Avenir Bold
Connecting people with disabilities and the community Avenir Heavy
Connecting people with disabilities and the community
DESIGN ELEMENTS geometric shapes showing connection and duotone effect will be applied to pictures to have a vibrant and bright colors as background.
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BRAND IDENTITY
TONE Our tone of communication will be used to influence and persuade people. The personality shown in our brand is totally honest, joyful, friendly and principled. Morever friendship and connection are the essence of the brand, thus users can feel confident and close to our principles that will be express throughout our communication.
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KEYWORDS
INSPIRATIONAL Inspirational is one of the keywords on the project proving the act of influencing others with dissability as well as the whole community that surrounds them. Thus through the actions and power of the project people will realize and get intereted on it because the project works on people’s emotions and perception to the topic.
INCLUSION As a community everyone has rights to be part of it no matter what. So the act of including happens when something is physically and socially included as a part of something else, so in this particular case the whole is the community where the individual or even a group is trying to be more active.
SUPPORTIVE Supportive is another keyword of te project that means giving encouragement and approval for an individual or even a group to do something. Also support is consider actively giving help to someone who needs it, so in this case mostly of people with disabilities have needs to feel more confident and part of the community.
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MAIN MESSAGE Inclusiveness can be much more fun when it happens among friends.
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DRIVERS
DELIVERABLES
SUB 1 By doing what you love you automatically are inspiring and awaking the heart of others.
MOBILE APLICATION The choice of the mobile application as one of the online deliverables is pretty solid and it is the main deliverable on this project where everything will happen till the physical interaction of individuals that is the last part of the entire process. All the lastest tecnologies of cellphones and resources will be used to amplify at most the user experience.
SUB 2 Being supportive you are providing encouragement and emotional help to others unawares.
EVENT The choice of a kick off event is to reinforce, show and spread out the project’s ideals, goals and purpose. Besides the disclose of the project the event will work as first interactions among the participants, gather more interested people and above all meet new people and have fun with friends.
SUB 3 Friendship connections are one of the most important thing on our lives.
WEBSITE The choice of the website as third deliverable is to cover all the project background, objectives, incoming events and all possible information to guide interested people to get to know more about and how to act. The website will work linked with the series of poster as well as a direct connection to download the mobile application where everything will take place.
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Find a group of people who challenge and inspire you; spend a lot of time with them, and it will change your life. — Amy Poehler
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04
DELIVERABLES POSTERS The series of posters will spread out the idea of the project on strategical points where the target audience likely will be. Thus people will get to know about the project visiting the website, register an account and then at last download the mobile application.
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INITIAL DESIGN
The design criteria is to convey connection, friendly and a helpful ideals through all elements, for example a handwritten typeface expressing a feeling of human, organic and relation. Also images explicitly showing an activity or a sport action with overlapping vibrant gradient colors.
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POSTER DEVELOPMENT
On the next stage of thinking the end results was a small change on the range of activities and on the focus of the project, which is now only for sports and some group activities that ended changing the pictures.
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FINAL DESIGN
For the final stage on the series of poster the design suffered some noticeable changes which consist in a different and unique color palette, an element that symbolize connections and different pictures.
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DELIVERABLES MOBILE APP The mobile application is the main deliverable where mostly all the action will happen. Users will have the chance to create their account, customize their profile and start looking for new people around based on their interests to get together and go to next events.
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MOBILE APP
WALKTHROUGH
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NEW USER LOGIN
REGISTERED USER LOGIN
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At first the users will face standard screens to create an account or just login. More detailed information will be collected later on when users upload the profile.
SIGN UP
ACCOUNT VERIFICATION
REGISTRATION COMPLETED
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MOBILE APP
WELCOME SCREEN
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HOME SCREEN
SLIDE MENU
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The first time users will have the welcome page and the possibility to take a tour throughout the app and learn more about it, otherwise just go straight to the home page and access the menu with all tabs.
AROUND ME SCREEEN
PEOPLE NEARBY
USER PROFILE
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MOBILE APP
EVENTS NEARBY
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EVENTS FILTER
EVENT SCREEN
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The application has a clear and intuitive navigation that allows users to flow throughout the app and its functions.
INVITE FRIENDS SCREEN
FRIENDS SCREEN
EVENTS SCREEN
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MOBILE APP
CREATE A GROUP
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MESSAGES SCREEN
CHAT SCREEN
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Moreover the user interface gives a feeling of friendly and welcomed, thus allowing all users to feel comfortable and trustworthy with our app.
NOTIFICATION SCREEN
SETTINGS SCREEN
EDIT PROFILE
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MOBILE APP
TUTORIAL SCREEN
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TUTORIAL SCREEN
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At the end of the tutorial the app offers the opportunity to setup a secondary access to a user’s account, for example giving access for a parent or caregiver.
TUTORIAL SCREEN
SECONDARY ACESS
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SITE MAP
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The site map demonstrates all screens and functionalities of the entire application, also it shows how fluid and clean is the navigation through it.
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04
DELIVERABLES EVENT The kick off event will be the first opportunity to all users, parents and people interested on the project to establish connections and do some activities throughout the whole day. The event will take place on a recreation center that can hold many activities at the same time. All people who attend will have the chance to get to know better about our ideals and receive the exclusive giveaway pack.
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The event will be fulfilled with entertainments for all people involved either people with disability or people interested on sports. Everything will be guided with organizers and people that are heading the project. Users will receive the event guide to know exactly the schedule for whole day as well as our unique kit that contains t-shirt, cap, badges and much more.
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Friendly and joyful are the main objectives of our project, thus our event will cover all tastes and above all share our passion with sports and activities.
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04
DELIVERABLES WEBSITE The choice of a website as a deliverable is to cover all the project background, objectives, incoming events and all possible information to guide interested people to get to know more about and how to act. The website will work linked with the series of poster as well as a directly with the mobile application where everything will take place.
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LOGIN
ABOUT US PAGE
SIGN IN
CONTACT PAGE
The land page will contain every information and link to guide the user to know about the project, upcoming events, download the app, sign up to be a user or even to be a volunteer, as well have the chance to get in touch with us.
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APLICATION PAGE
Throughout the website users will experience and feel our ideals and the real essence of our project. The communication will be friendly and joyful to embrace all people beside all differences.
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USER PANEL INTERFACE
The website will have two admins modes which are one from the user to manage the account, events, chat, find friends and so on. The other admin will be exclusively for organizers and people that take care of events and activities, where they can create, edit and operate all website and app functions.
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SUMMARY While there has been tremendous progress in the area of disability rights, people with disabilities still face a number of barriers put in place by society, not by their own will or personality. The geTTogether is a project that encourage and support people go out and make connections with people with disability as well as connecting them with others who share the same interests. The main ideals of the project is self-esteem, inclusiveness, personal strength, inspiration and education to people on the community and all possible people involved on this network. Either individuals or groups that participate on this project will have opportunities to meet and establish real friendships based on their experiences and interests that will match and bring them together. As deliverables we are exploring four different options which are a series of posters for the brand itself, a mobile application that is the mail deliverable and where everything will take place, another deliverable is a kick off event for the project, and the last one is a website where people can get to know more about the project, create and manage their accounts, chat with friends and some other functions.
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COLOPHON
TYPEFACE AVENIR DESIGNED BY ADRIAN FRUTIGER PUBLISHED IN 1988
SOFTWARE ADOBE CREATIVE CLOUD INDESIGN, ILLUSTRATOR AND PHOTOSHOP
DESIGNER JEFERSON ROBERTO MARCELINO
ABOUT THIS IS ONLY FOR SCHOOL PURPOSES. NON OF THE CONTENT HERE DISPLAYED IS FOR COMERCIALIZATION.
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CopyrightŠ 2017 Academy of Art University All rights reserved. No part of this publication may be reproduced, stored in retrieval system, or transmitted in any means eletronic, mechanical, photocopying, recording or otherwise without permission of copy right holder.
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