design + marketing + strategy
AN MFA THESIS PROJECT BY KRISTIN RIGER ACADEMY OF ART UNIVERSITY
“Design drives innovation; innovation powers brand; brand builds loyalty; and loyalty sustains profits.” —Marty Neumeier
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AN MFA THESIS BY KRISTIN RIGER
INDEX
04
THESIS SUMMARY
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OBJECTIVE
26
MATERIALS
Topic Background
OGST Diagram Timeline
Materials Matrix Deliverable Breakdown
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RESOURCES
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3 HABITS
36
MOVING FORWARD
References & Contacts
Secrets to Success
Possible Futures About the Author
BRANDING ALLIANCE THESIS OVERVIEW
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AN MFA THESIS BY KRISTIN RIGER
2012 marked one of the worst years for small business profitability since the beginning of the economic downturn. Cash flow, capital spending, and hiring are all due to decrease in the next year, leaving business owners little room to invest in long-term branding strategies. —Wells Fargo Small Business Index, November 2012
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BRANDING ALLIANCE THESIS OVERVIEW
THE FACES OF SMALL BUSINESS A small business owner faces a list of struggles every day just to stay in business. Without the deep resources large corporations have, small businesses find themselves working hard to generate revenue and make a profit. According the the November 2012 Wells Fargo/Gallup Small Business Index, small businesses are on the whole uncertain about their future operating environment, causing them to hold back on capital expenditures. Design, marketing and advertising are essential tools for any business to reach new clients, and with a limited marketing budget it can be a struggle for a small business to reach its target audience. Advertising can be expensive; and even with the many forms of free marketing available on the Internet (social networking websites, blogs, company websites), it is still difficult to reach a target audience without investing in other communication vehicles that require an investment.
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BRANDING ALLIANCE THESIS OVERVIEW
The resources of small businesses are not as extensive as those found in larger corporations. Their teams are missing the design and marketing expertise needed to execute an effective branding strategy.
Business Owner
Sales Manager
Marketing Director
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AN MFA THESIS BY KRISTIN RIGER
Controller
Operations Manager
Account Manager
Office Assistant
Marketing Assistant
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BRANDING ALLIANCE THESIS OVERVIEW
DESIGN TOOLS COULD HELP SMALL BUSINESS, BUT NO VIABLE OPTIONS EXIST. 1. When conducting an Internet search for graphic design and branding resources, many of the results reveal poorly designed blogs, lists of resources with no guidance on where to start, or graphic design firms marketing their own services or expertise.
2. With the plethora of online resources available, it is hard to determine what is viable and what is not, especially for professionals without prior design experience.
3. Despite the amount of both online and print resources, viable or not, most are not specifically targeted towards small businesses, as well as marketing teams that have limited formal education in graphic design.
4. Most available resources do not specifically address the need to unify the marketing, branding and graphic design related functions within a business or provide a portal to help these parties communicate more effectively.
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BRANDING ALLIANCE THESIS OVERVIEW
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AN MFA THESIS BY KRISTIN RIGER
IN 2010, APPROXIMATELY 5% OF PROFESSIONALS IN MARKETING-RELATED POSITIONS HAD A FORMAL DESIGN EDUCATION. — Bureau of Labor Statistics
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BRANDING ALLIANCE THESIS OVERVIEW
DANIELLE, STORAGE COMPANY Danielle has been working for a self-storage company, for almost three years now. She works with outside vendors for their website by giving them input on what they need in terms of content and designs brochure and flyers. She also works on social media websites. She has a budget to be spent on marketing materials, and but very little, as the company tries to save as much as they can. She believes that, in her industry, spending a lot of money on design isn’t necessary, but may be interested in tool on the internet to help her learn more to do her job better.
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AN MFA THESIS BY KRISTIN RIGER
ADAM, CONSULTING BUSINESS Adam has served as a Marketing Manager for a management consulting business for about five years. When he came on board, the company was much smaller, and he was responsible for managing all the marketing material for the business. As the company has grown, Adam’s has hired new members to his team, all of whom have marketing backgrounds but little knowledge of graphic design. As his company does all of their promotional items in-house, he constantly struggles when trying to find a reliable candidate to produce promotional material.
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BRANDING ALLIANCE THESIS OVERVIEW
DESIGNERS AND MARKETERS SPEAK THE SAME LANGUAGE. Marketing is a framework for a delivery of experiences designed to achieve a particular response or action. Within a business context, this framework is typically grounded in research, both qualitative and quantitative, and driven by a measurable goal or desired outcome. Behind all marketing plans is a point of view that drives the message through various channels to inform the user of the message and deliver a meaningful experience. If marketing is a framework for the organized delivery of an experience,then design is the act of building the delivery mechanism for that particular experience. Within the marketing framework lives a set of constraints that inform the strategy, delivery and design of a particular experience. The relationship between design and marketing is like two sides of the same coin: what binds them together is the primary focus of understanding of their audience. Both designers and marketers undergo extensive consumer research in order to determine how to communicate with their audience through words and image. Because upfront strategic activities in both the marketing and design disciplines are similar, there is tremendous value when both disciplines bring their viewpoint to the discussion table.
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Design without marketing is arbitrary. Since the marketing framework includes a research component built to uncover unmet needs or desires, design should be driven by a strategy or intent to meet these needs in a meaningful way. — Michael Funk, CEO & Consultant
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BRANDING ALLIANCE THESIS OVERVIEW
WHAT IF SMALL BUSINESSES HAD THE TOOLS THEY NEEDED TO USE GRAPHIC DESIGN EFFECTIVELY?
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AN MFA THESIS BY KRISTIN RIGER
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BRANDING ALLIANCE THESIS OVERVIEW
THE OBJECTIVE: Help small business branding teams use graphic design effectively.
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AN MFA THESIS BY KRISTIN RIGER
ACHIEVING THE OBJECTIVE In order to successfully help small business branding teams use graphic design more effectively, I have further broken down my objective into goals, strategies and tactics on the following page. Known as the OGST breakdown, breaking my objective into measurable results will help refine what steps I need to take to finish my thesis as noted in timeline. The breakdown divides the task list into measurable deadlines for success so I can stay on top of my task list and monitor progress according to my timeline and discussions with advisors. As my project progresses, these strategies may change as my research and develpment continues.
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BRANDING ALLIANCE OBJECTIVE
OGST BREAKDOWN OBJECTIVE
Help small business branding teams use graphic design effectively
GOAL
GOAL
Make it easier for design
Make it easier for marketing teams
teams to communicate with
to communicate with designers
marketing teams
STRATEGY
STRATEGY
STRATEGY
Teach small businesses on
Educate marketing teams
Help designers communicate
design management principles
on design vocabulary
concepts to clients effectively
TACTIC
TACTIC
Work with a financial planner
Interview designers, printers
to develop budgeting practice
and marketers to determine main communication barriers
TACTIC Develop decision-making infographics for hiring designers
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AN MFA THESIS BY KRISTIN RIGER
TACTIC
TACTIC
Create step-by-step guides on
Create guides on marketing
design concepts on website
concepts on website
TACTIC
TACTIC
Create short videos on
Develop downloadable print
featured design concepts
reference guides
GOAL Make quality design resources accessible for small businesses
STRATEGY
STRATEGY
Determine what specific resources
Promote thesis project with an
are lacking in small businesses
emphasis on the value of design
TACTIC
TACTIC
Work with a developer in the
Create case studies on small busi-
creation of the resource website
nesses and their design process
TACTIC
TACTIC
Develop print reference toolkit
Distribute promo materials that
for both marketers and designers
advocate why good design matters
TACTIC
TACTIC
Compile a list of reputable external
Maintain project blog that gener-
resources to include on website
ates interest in design & branding
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BRANDING ALLIANCE OBJECTIVE
TIMELINE A
Establish criteria for target audience. Create project name, graphic standards and list of deliverables. Set up thesis website and blog.
B
Finalize deliverable structure, logo and branding standards. Complete market research and continue content and design execution.
C
Complete content development and print materials. Begin to finalize website presence. Seek feedback on usability from target audience.
D
Measure variables of success. Present completed project for final review.
FALL 2012 1
2
3
INTERSESSION 4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
Determine target audience
SPRING 2013 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 Conduct target audience interviews
Develop research methods
Synthesize research findings
Determine deliverables Project name Develop promotions Set up project website
Document process through project website Develop identity Develop print materials Develop web presence Distribute promotional materials Execute print materials Execute website Identity refinement Select directed study Finish portfolio, apply for internship GLA 676: Professional Practices
GR 604: Nature of Identity
GR 800: Directed Study
GR 801: Thesis Refinement
WNM 249: Web Design
A
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  AN MFA THESIS BY KRISTIN RIGER
COLOR KEY Research Strategic Development Design Execution Marketing & Promotion Project Refinement Graduate Education Project Milestone
INTERSESSION
SUMMER 2013
INTERSESSION
FALL 2013
35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67
Seek business partners
Finalize deliverables Refinement of print deliverables
Measure usability with target audience sample Refinement of web deliverables
GR 800: Directed Study GR 800: Directed Study
B
GLA 676; Professional Practices
C
D
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BRANDING ALLIANCE MATERIALS
MATERIALS MATRIX
PROMOTIONS
SOCIAL MEDIA
PRINT MATERIALS
VIDEOS
PROMOTIONS
VIDEOS
Visual Materials: posters, cards
Supplemental material to
Social Media: Twitter, blog
design toolkit
CONTENT: Self-researched insights
CONTENT: Financial planner and
PHOTOGRAPHY: Self and found INFOGRAPICS: Self PRINTING: Self
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AN MFA THESIS BY KRISTIN RIGER
marketing manager for design mgmt VECTOR ILLUSTRATION: Self ANIMATION: Motion graphics designers or self-created
BOOKS
DESIGN TOOLKIT
FINAL BOOK
WEBSITE
CASE STUDIES
LINKS TO RESOURCES
BOOKS
PROMOTIONS
Final thesis book
Central hub for all materials
Design toolkit
Case studies on small businesses
CONTENT: Financial planner for design
CONTENT: Self-researched insights
budgeting, self-researched insights
VISUALS: Self-created photography
PHOTOGRAPHY: Self and found
and infographics
INFOGRAPHICS: Self
DEVELOPER: AAU developer or other
PRINTING: Key or Taurus
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BRANDING ALLIANCE MATERIALS
EXECUTING THE DELIVERABLES The development process for each deliverable in this project is dependent on one another. A step-by-step, structured approach has been developed moving forward to stay on track with timelines and strategic development.
1.
Develop project website blog to document development process and serve as a exemplary tool for small businesses and other industry professionals to review my design process.
2.
Source and create small business case studies that showcase how different organizations utilize design and marketing.
3.
Use these case studies to determine where specific resources are needed in small business environments, as well as how these differ across industries and business sizes.
4.
Based on these findings, create printable tool guides on these subjects for small businesses.
5.
Use the information in the printable tool to form the basis for the website resource’s content.
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AN MFA THESIS BY KRISTIN RIGER
Blog
1. Branding
Promotions Company Profiles
Instructional Guidance Industry Links
2. Website Community
Forum
3. Books Case Studies Final Thesis Book Toolkit Effective Branding
Design Management
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BRANDING ALLIANCE MATERIALS
THE BRANDING ALLIANCE PROJECT SITE
1.
Documents project development to showcase design process to audience. Since my thesis project is a branding exercise within itself, it is important that I document my design process. Each project milestone will be documented as a blog post to establish credibility with small businesses and branding professionals.
2.
Profiles small businesses in the form of case studies to generate interest. Case studies will play a large role in both the research and narrative aspect of my project. I plan to collect case studies on small businesses and their approach to the branding process and add these to my blog throughout the year. My findings will determine the direction of my deliverables and serve as a marketing tool to generate interest.
3.
Provides resources and insight on relevant articles and industry references. As an interim resource prior to my final web deliverable launch, I have provided reputable, external links on design resources. In addition, when reading relevant reference materials, such as The Brand Gap, I include sound bites of the points that I find interesting.
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BRANDING ALLIANCE RESOURCES
REFERENCE LIST ACADEMIC
INDUSTRY
PERSONAL
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NAME
ORGANIZATION
LOCATION
CONTACT
NOTES
Sandra Isla
Advisor, Academy of Art
San Francisco
10/11/12
Similar thesis proposal
Shel Perkins
AAU Instructor
San Francisco
spring 2013
Involved with AIGA
Michele Ronsen
AAU Instructor
San Francisco
spring 2013
Business experience
In-House Alumni
tbd
all locations
spring 2013
Phil Hamlett
Program Director, AAU
San Francisco
In class
Caitlin McLeod
Student
North Carolina spring 2013
tbd
School of Advertising
San Francisco
NAME
ORGANIZATION
JOINED?
Thesis development Thesis process
spring 2013
CONTACT
NOTES
Pat Christensen
SF Small Business Network
No
spring 2013
Small business contacts
Tony Sousa
American Marketing Association
Yes
spring 2013
Small business contacts
tbd
Council of District Merchants
n/a
spring 2013
Small business contacts
tbd
Small Business Administration
n/a
spring 2013
Small business contacts
Shel Perkins
AIGA
Yes
spring 2013
Patricia Olshan
Design Management Institute
Yes
spring 2013
Get involved with events
Marty Neumeier
Author, Brand Gap & Zag
n/a
spring 2013
Potential intro from Phil
tbd
SF Small Bus Assistance Center
No
spring 2013
Nicole Lange
Chamber of Commerce
No
spring 2013
Small business contacts
CONTACT
NOTES
NAME
TITLE & ORGANIZATION
LOCATION
Brooke Maynard
Mktg Manager, Sage Software
Tampa
10/11/12
Inhouse
Katrina Secrest
Mktg Manager, Power Design
St. Petersburg
10/3/12
Inhouse
Michelle Tupps
President, Event Resource
Safety Harbor
11/8/12
Outsources
Nick Hancock
Social Media, Storage Specialists
Detroit
11/1/12
Does all design work
Abby Albaum
Owner, Dance Classes & Artisan
St. Petersburg
10/15/12
Outsources
Deborah Kaldunski
Marketing Director, ISIS Services
San Carlos
10/18/12
Low resources
Brian Diethorne
Sales Manager, ISIS Services
San Carlos
10/18/12
Low resources
Rachael Michael
Marketing Manager, Focus
Chicago
11/2/12
Does all design work
Julie Benjamin
Executive Assistant, Focus
Chicago
10/4/12
Some design work
AN MFA THESIS BY KRISTIN RIGER
REFERENCES
CONFERENCES
REFERENCE NAME
SUBJECT
REVIEWED
NOTES
The Brand Gap, Marty Neumeier
Branding
Yes
Zag, Marty Neumeier
Branding
Yes
Revelant to thesis brand and for educating marketing teams
Typography for Lawyers, Garner
Type website
Yes
Very targeted product
Small Business Administration
Small business resources
Yes
Small bus classifications
Made to Stick, Dan Heath
Making ideas memorable
Yes
Designing Brand Identity, Wheeler
Brands, design
Yes
HTML & CSS, Jon Duckett
Web design, usability
No
Universal Principles of Design
Lidwell, Holden, Butler
Yes
What is Graphic Design For?
Alice Twenkow
Yes
Steve Jobs, Walter Isaacson
Biography
Yes
A Designer’s Research Manual
Design process
No
A Whole New Mind, Daniel Pink
Demand for design
No
Massive Change, Bruce Mau
Use design to persuade
No
Visual Research, Noble & Bestley
Design process
No
Design Observer
Online industry news
Yes
Great resources & usability
Lynda.com
Tutorials
Yes
Inspiration for design tutorial
NAME
ORGANIZATION
WHEN
NOTES
Inhowse Managers Conference
HOW
June 23-26
Inhouse designers
In-House Initiative Workshops
AIGA
tbd
Inhouse designers
Mastering Your Brand
AMA SF
Nov 20
Branding techniques
SF Small Business Week
Wells Fargo & SBA
May 2013
A variety of events
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BRANDING ALLIANCE THESIS OVERVIEW
3 HABITS The following is a short list of tips that resonated with me when reviewing Plazm’s “100 Habits of Successful Graphic Designers: Insider Secrets of Working Smart and Staying Creative.”
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AN MFA THESIS BY KRISTIN RIGER
1.
Collaborate with someone whose skills complement your own. In order to execute all the elements that I feel are necessary for this project’s completion, I will need to seek out industry experts and fellow designers to assist me. Without the expertise of an experienced web developer, for example, I do not feel my product will have the professionalism that it needs to be a successful and useful tool.
2.
Read it all, forget it, and do your own thing. After completing extensive research on the relationship between design and marketing in small businesses, I have encountered many industry professionals with strong opinions on how marketing and design should be handled within a business operation based on their own experience. While I value all input on this endeavor, my hope is that my project will change opinions on the accessibility of design and the ability of creative and marketing teams to work together.
3.
Look at the everyday world for inspiration. I cannot only work off of my own experience to create a valuable final product for this project. Looking at the the everyday world for inspiration, including business environments and beyond, will help me find creative ways to tell the stories of small business owners.
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AN MFA THESIS BY KRISTIN RIGER
MY STORY The beginnings of my MFA thesis project originated in 2004, when I started my professional career with a financial consulting business. As the marketing assistant, and eventually the Marketing Director, I was tasked to execute strategic campaigns in which graphic design was a major component. Despite the fact that I held a Marketing degree, I felt handicapped in my position with my lack of knowledge in graphic design. I knew nothing about typography. I was clueless on how to create and manage the development of marketing material. Communicating with printing companies seemed like a foreign language to me. And I didn’t know the first thing to look for when hiring graphic designers. My search for reliable resources to help me with my continuous questions was frustrating and often unsuccessful. This experience created a newfound passion and interest in graphic design that eventually lead me to pursue a graduate education. Now equipped with an understanding of design principles and the industry, I have dedicated the next 18 months of my directed studies to finding solutions that will help marketing professionals in the same position that I was.
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BRANDING ALLIANCE MOVING FORWARD
POSSIBLE FUTURES
1.
Become an asset to design studios and increase my marketability for freelance work. I would like my final product to showcase my design capabilities and attract the attention of studios in San Francisco. My hope is that the focus of my project, and my understanding of how marketers think about branding, will uniquely position me as a designer that can effectively communicate with clients. I also aim for this project to position myself as an attractive candidate for freelance work as someone who understands both sides of the branding effort. I admire the work of Hybrid Studios, as well as other studios who diversify their portfolio across a wide range of design services.
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2.
Serve as an in-house designer that can effectively communicate with the marketing and creative teams.
3.
Sell my final product to a small business resource or serve as a consultant to small businesses.
After grad school, I am looking for a position where I
My utlimate goal is to leave the Academy with my proj-
can combine my experiences in design and marketing,
ect actively helping marketing teams make better design
as I have a continuing interest in both disciplines. I
decisions, not just with the potential to help them.
envision this might happen working in-house for a
Through the success of the project, I see potential in my
corporation, where I may be able to serve as a liason to
final deliverable rolled up into a small business service
both the creative and marketing team as a design direc-
offering with organizations such as AmEx Small Busi-
tor or creative manager. My hope is that this positions
ness, the Small Business Administration or the Council
me as a designer that be an effective team player in
of District Merchants. I am also interested in serving as
executing branding strategies working in-house for an
a consultant to small businesses, where I can provide
organization. Full-services branding agencies such as
design insight to marketing teams.
Liquid or Landor are also of interest.
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BRANDING ALLIANCE
COLOPHON Name
Kristin Riger
ID Number
02594374
Course
GR801 | Thesis Development
Professor
Phil Hamlett
Semester
Fall 2012
Typefaces
Proxima Nova FF Tisa
Photography
Courtesy of Flickr.com
Paper
Red River
Printer
Epson Stylus Pro 3880 Inkjet Printer
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www.brandingalliance.com