Minh Do Fall 2016 Víual Thinking Process book
She will be the unconditional love of your life! 她将一定是你的真爱! VISUAL THINKING |
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No one in this world can love a girl more than her father.
GR 620
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Let’s see Who we are & What we do...
TABLE OF CONTENTS
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Topic Exploration
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Research/Identity Development
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Visual Development/Identity Development
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Deliverables/Solution
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The reason why daught most is that there is at who will never hurt the
Topic Exploration
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ters love their Dads the least one man in world em VISUAL THINKING |
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How can we change Asian immigrants who are Baby Boomers and Generation X’s way of thinking about gender equality? They should learn to do not discriminate female, especially their daughters.
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How can we help some of the Asian immigrant parents in the United States change their mind about baby boys and girls, and they should learn to love their children equally regardless of their genders.
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Gender imbalance has become a problem in many countries, not only in some countries in Asian but also in U.S. Therefore, we want to investigate what can be done to raise awareness among our community, discouraging parents from carrying on this blind preference and learn to love their children equally regardless of their genders.
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Since the Immigration and Nationality Act of 1965, the US has seen a new wave of Asian immigration emerge. Among the Eastern cultural values that the immigrants carried with them, there is the long-standing preference toward boys/males. This mindset has to be changed. All kids should be born, raised and loved equally by their families. A baby girl is as precious as a baby boy, and should not be treated differently by her parents.
TOPIC | EXPLORATION
Final Topic Since the Immigration and Nationality Act of 1965, the US has seen a new wave of Asian immigration emerge. Among the Eastern cultural values that the immigrants carried with them, there is the long-standing preference toward boys/ males. This mindset has to be changed. All kids should be born, raised and loved equally by their families. A baby girl is as precious as a baby boy, and should not be treated differently by her parents.
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Brainstorming Wall
MINH DO
Through brainstorming, I could identify the relationship between daughter and father in some immigrant Asian families which are my target audience. Also, gender equality from society and family can have a bad influence on their daughters.
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TOPIC | EXPLORATION VISUAL THINKING | 11
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Cute
Kindly treated
Stable in population
Respected
Strengh
intro-
Fiction
Live
Lovely
International
Values
Greatest
Outgrow
Pregnancy
Equality
Balance
All kids sho born, raised loved equal families. A b as precious boy, and sh be treated d by her pare
OUTSIDE
MINH DO
GIRL
Dominating
Hungry
Intative
Imbalance
Discriminate
Country
Poor
Inequality
Distinction
Outside
Fact
Sad
Unrepected
Disappointed
BOY Stress
Similarity
Pride
unconditional
Importance
Hope
Future well
Lucky
Value
Modern
Daughter
Agree
Weak
Happy
Love
Treated fairly
Balance
ould be d and lly by their baby girl is s as a baby hould not differently ents.
TOPIC | EXPLORATION
Perception
INSIDE
Low level
Unstable
Young
Fun
Traditional
Maintain
Son
Passivity
Stress
Choose
Less
Taking care
Full
Reality
National
Hope
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2
Any fool can be a father, but it takes a real man to be a Daddy! MINH DO
—Philip Whitmore, Sr.
Research Identity Development
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General Information
MINH DO
Since the Immigration and Nationality Act of 1965, the US has seen a new wave of Asian immigration emerge. Among the Eastern cultural values that the immigrants carried with them, there is the long-standing preference toward boys/males. GEOUS (Gender Equality Organization of the United States) was founded with a vision to change such mindset. All kids should be born, raised and loved equally by their families. A baby girl is as precious as a baby boy, and should not be treated differently by her parents . (*) Sarah Starkweather. “US immigration legislation online�. University of Washington, Bothell Library. Retrieved Jan 1, 2012.
RESEARCH | IDENTITY DEVELOPMENT
SWOTs Strengths The organization is based in California, which is a big Asian hub in the US. Being closer to the community makes it easier to learn, reach and interact with them.
Opportunities GEOUS shares the same theme with the Feminism movement that has been gaining a lot of public attention in the US, hence getting media cover for its campaign will be easier.
Weaknesses It is hard to challenge a long-standing value among the Asian population. Some American Asians are not open, others feel awkward when they face strangers or something new.
Threats With such vision, it can be very time-consuming to see a slight result. Thus, the Organization will need to find sustainable resources (funding, people) for its long fight.
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Personas
MINH DO
My targeted audience is Asian Americans. Two of them are not treating their daughters as nicely as they should. The last one realizes the problem and is hoping to help change others’ mindsets.
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RESEARCH | IDENTITY DEVELOPMENT
Kenny
Age: 45 Occupation: Business man Income: $150,000/year American Chinese Married, has three kids
Kenny Tsang is a succesful business man. He has three kids: 2 girls and a baby boy. Kenny has always wanted a boy to carry on his family name — a common preference exist in many other Asian immigrant families. Since the boy was born, he became the favorite kid in the big family and receives much more care and attentions than his two sisters.
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Lee
Age: 30 Occupation: Computer Scientist Income: $100,000/year American Vietnamese Married, has no child
MINH DO
Lee is an American Vietnamese. He has a wife who is pregnant. After finding out that the baby is a girl, he is so dissapointed, just because he wants a boy. He believes that if they have a boy for the first time, it will bring good luck for his family. Moreover, when he gets older, the son can take care of him instead of daughter. The daughter will get married and she won’t live with him and his wife.
RESEARCH | IDENTITY DEVELOPMENT
James
Age: 50 Occupation: Office Manager Income: $140,000/year American Married, has a boy & a girl
James has a friend who is American Chinese. James’s friend has a daughter but he is not happy. He usually feel jealous and complains with James that he really need a son because the son will maintain the continuity of his family life. In Jame’s perspective, he really concern about his friend’s mindset, and he should help his friend to change that trouble.
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Stake Holders David is 21 years old, an American-born VIetnamese. He is a student and very open person. He likes to join in some volunteer activities. She knows that a lot of people just like baby boys instead of baby girls in China. Also, in some of Asian immigrant parents in U.S have the same trouble. So, he hopes he can join with our project to help people think about the baby girls are as precious as the baby boys, and should not be treated differently by her parents.
Laura is 18 years old, an American-born Chinese teenager. She always feels unconfident and not really happy when she talks about her family. Actually, Laura has not been got raised and loved equally by her parents. They just like her brother and treat him so well because they think her brother will live and take care of them when they get older. So, Laura hopes they can approach our project and after that, they realize their trouble and love her more.
MINH DO
Diana is ethnicity. She just got pregnant, and this baby will be her first child. After finding out that the baby is a girl, her husband is very dissapointed, because he only wants a boy. To Diana gender does not matter, she knows she will love them the same, but she does not feel has the courage to speak up and go against her husband’s will.
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RESEARCH | IDENTITY DEVELOPMENT
Competitors Main Competitors
UN Women is the global champion for gender equality, working to develop and uphold standards and create an environment in which every woman and girl can exercise her human rights and live up to her full potential. The difference between UN Women and us is GEOUS is focusing on the Asian immigrant parents in the United States while UN Women is focusing on women and people who are sexism around the world.
An international human rights organization dedicated to action for the civil, political, economic and social rights of girls and women. The difference between UN Women and us is GEOUS narrow down in the Asian immigrant parents in United States while Equality Now focuses on women’s human rights. GEOUS is just in U.S, and Equality Now is global.
AWID is an international, feminist, membership organization committed to achieving gender equality, sustainable development and women’s human rights. Like two organizations above, AWID is forcusing on women’s human rights in the world while GEOUS is just for Asian immigrant parents in U.S.
Potential Competitors
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Tone The brand GEOUS will be communicated through a casual, warm and loving tone and visuals. The belief is that all parents have an unconditional love for the kids, and the campaign builds on sincerity to envoke such love, reminding the parents of how precious it is to have a child regardless of the gender.
Key words Unconditional Love Being a parent is one of the biggest steps in one’s life. The moment the child is born, the unconditional love between parents and the child starts. This love does not see a baby girl any different from a baby boy. It is just pure love.
Joy Being a parent brings joy. Every moment spent is precious. As you raise your child, you see yourself grow too. The happiness such process brings is just incompabrable.
Future
MINH DO
A child is the building block of the future. A child that grows up with love from the parents and the society she is in, will define the future in a more positive way. It all starts from today.
RESEARCH | IDENTITY DEVELOPMENT
Messages and Drivers #1 Main Children should be loved equally by their parents as well as by the community they are in, regardless of their genders.
#1 Sub There should be no preference towards boys.
#2 Sub A child cannot choose his or her gender at birth. Parents cannot discrimiate against them for that.
#3 Sub In modern society, women and men are equally important. So are boys and girls.
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He values us. He loves us. Each daughter of God is beloved by Him and He desires to see us all success. —Sister Neill F.Marriott
Visual Development Identity Development
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Moodboard
MINH DO
According to my previous research and brand framework, the basic looking feel of my brand should be related with three key words Unconditional Love Joy Future.. So, visually I would like to introduce some bright color and clean images to emphasize the relationship between parents and their daughters. Also, I am going to use the san serif (Gotham) typeface because it looks serious, which matches GEOUS’s tone of voice greatly.
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VISUAL DEVELOPMENT | IDENTITY DEVELOPMENT
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Final logo The final logo shows the concept of GEOUS. The typeface of GEOUS and the tagline are San Serif. It looks strong and serious inside the frame. Also, the symbol expresses the gender. Last but not least, the small tagline under GEOUS explains the meaning of GEOUS.
VISUAL DEVELOPMENT | IDENTITY DEVELOPMENT
Logo
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Posters
MINH DO
Three final posters were created with three different ideas, such as images, messages and Chinese, Vietnamese subtitles and so on. We hope those posters can strongly bring the messages to the audience of GEOUS, which are all kids should be born, raised and loved equally by their families. A baby girl is as precious as a baby boy, and should not be treated differently by her parents. Moreover, the posters are placed in different positions where a lot of Asian Americans are living in San Francisco. GEOUS thinks that is a good idea to easier approach the audience.
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VISUAL DEVELOPMENT | IDENTITY DEVELOPMENT
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VISUAL DEVELOPMENT | IDENTITY DEVELOPMENT
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VISUAL DEVELOPMENT | IDENTITY DEVELOPMENT
Chinatown, San Francisco
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Richmond, San Francisco
VISUAL DEVELOPMENT | IDENTITY DEVELOPMENT
Pacific Primary School, San Francisco
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Dad, to the world you are just one man, but to me you are the world!
Deliverables Solution
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A father is his daughter’s first love
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DELIVERABLES | SOLUTION
Summary Deliverables are the important tools that allow GEOUS to reach its audience. There are 3 main deliverables: website, events and game show. Through these 3 deliverables, GEOUS believes that we can reach the goal and bring a positive change in the audience community.
#1 Website #2 Event #3 Game show
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Deliverable #1
Website
MINH DO
The purpose of the website is to provide essential information for the audience. In addition, it is the platform for the audience to subscribe to our newsletter or sign up for offline events. There is regularly updated content on nuturing the relationship between parents and children as well.
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DELIVERABLES | SOLUTION
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Homepage
MINH DO
The home page features highlighted articles from sub-pages. There are News, Media, Sign-up form, Video, etc. It also has the slide of banners on the top and some testimonials of member’s GEOUS at the bottom of the page.
The “About us” page is the story behind GEOUS, including its history, the purpose that it is driven by and the change it hopes to make for the community.
DELIVERABLES | SOLUTION
About us
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Event The “Event” page has the big banner on the top with some inspirational quotes on the relationship between father and daughter. At the bottom, there is the information about several events that was created by GEOUS. They can be the videos and images with the descriptions.
Media
MINH DO
The “Media” page feautures all media content that is related to GEOUS, including videos and images from its events. It also has highlights from Talkshows, Gameshows, TV Commercials of GEOUS.
News The “News� page features articles related to gender equality in families. Most of the articles are original content from GEOUS, but there are also articles about the organization from other media sites.
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News/Detail
MINH DO
The “News� detail page is the full article, including media content such as photos or videos.
DELIVERABLES | SOLUTION
Contact us The “Contact us” page is the last main page of GEOUS’s website, with contact details of the organization for people who are interested. .
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DELIVERABLES | SOLUTION
Deliverable #2
Event Events are organized among elementary schools, especially the ones with the majority of students are Asian American. The reason GEOUS chooses this demographic is that the organization aims to spread the message of an equal love for the children, fighting against the discrimination towards baby girls, especially among Asian dads. Through physical activities, engaging group game for the dads and the girls, we believe they can have an enjoyable and meaningful time together. From there, we hope to trigger the unconditional love and bond between the dads and their girls.
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1 1. Information Area 2. Playground 3. Conference room 4. Food Court and Rest Area
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MINH DO
1. Informartion Area Information Area is one of the most important areas for GEOUS to approach the audience. With the interesting pink which is GEOUS’s signature color, we hope the audience will be impressed. The standees, banners, brochures are showing GEOUS’s message to the audience. Also, the GEOUS’s staff are wearing ID cards will introduce the parents about GEOUS’s information and invite them to join the game with their children, especially fathers and daughters.
DELIVERABLES | SOLUTION
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Fathers and their daughter are invited to join GEOUS’s activities in the playground of the school. They will be given the uniform and grouped into teams to play the games. These activities help create an energetic, positive atmosphere for the events and make attendees feel more engaged.
DELIVERABLES | SOLUTION
2. Playground
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3. Food Court and Rest Area
MINH DO
The Food court and Rest area serves food and drinks for attendees in between activities. It also the common area where people can meet up, make connection and share their thoughts.
DELIVERABLES | SOLUTION
4. Conference Room Conference Room is a place where every parent can share their experiences with us about growing the children and something like that. We also broadcast game shows, talk shows and TV commercial about GEOUS to impress the audience in that room.
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DELIVERABLES | SOLUTION
*Special Gifts After an entire day joining with GEOUS, we have some special gifts which are Puzzles games for the parents and their children. It is a fun game that their family can play together and bond over. We hope by bringing home this special gift, attendees can retain the positive feeling they had at the event with GEOUS, feel more related to the message GEOUS wants to deliver.
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Deliverable #3
Game show
MINH DO
Daddy where Are We Going? is a reality show featuring five fathers and their daughters as they travel to rural places and go on camping missions. From that, they get to know each other a lot more, and GEOUS hopes the audience will see how important the father-daughter relationship is to the future success of girls.
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DELIVERABLES | SOLUTION
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#1 Screen This is the first screen of the game show describing a big title and an image of five teams. It is promising that the game show will be fascinating.
#2 Screen
MINH DO
The second screen of the game show depicts 5 teams with team numbers. The objects look interested in the game and are ready for the game to start.
The following screens introduces members in each team, including father and daughter.
DELIVERABLES | SOLUTION
#3 Screen
#4 Screen The next screen describes the game’s map and provides a sneak peak of missions, which the teams will have to accomplish and try to be as fast as they can in order to become the winner.
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#5 Screen This screen informs team 5 and their missions, along with the map so the audience can follow their journey easily.
#6 Screen
MINH DO
A moment of the father in team 5 being impressed by his daughter’s ability, which he has never had a chance to observe before.
DELIVERABLES | SOLUTION
#7 Screen
#8 Screen
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#9 Screen
MINH DO
The screens (7,8,9) capture missions which some teams have successfully accomplished.
DELIVERABLES | SOLUTION
#10 Screen The last screen shows Justin and Diana in team 2 have fully accomplished their mission with the shortest time, compared to other teams. This is also the audience’s most favorite team because of the hilarious dad and his adorable daughter.
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CONCLUSION
Conclusion Overall, the goal of GEOUS is to help the Asian immigrants community in the US change the long-standing biased mindset that has been influenced through generations. GEOUS intends to lesser the preference for boys and shows families that a baby girl is just as precious. Through our deliverables, parents will discover the value of their daughters.
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MINH DO
Behind every great daughter is a truly amazing dad.