GROWIN APP An MFA Thesis in Graphic Design BY MARY KATE LOWE
G R OWI N A P P
An M FA Th e s i s i n G rap h i c D e si g n
BY M A RY K ATE LOWE
Wri tte n a n d d e s i g n e d b y: Ma r y Ka te L o w e
Ma st e r s o f Fi n e Ar ts Gr aph ic Design Gr a d u ate s tu d e nt o f th e Academy of Art Univ ersit y 7 9 Ne w Mo ntg o m e r y Street 5 t h Fl o o r Sa n Fr an c i s c o , Ca l i f o r n i a 9 410 8 U S A
Fi nd Ma r y Kate on t h e web at w w w.m ar y ka te l o w e . c o m To c o nt a ct , pl e a se se n d a n o te to : mklowe 1 3 @ g m a i l . c o m Cop y r i g ht Š 201 4 b y Mar y Kat e L owe
EVERYONE HAS A PLAN UNTIL THEY GET PUNCHED IN THE FACE. mike tyson
* BECAUSE GROWIN’ UP JUST AIN’T THAT EASY THESE DAYS. Th i s i s t h e story of a gir l (well, a woma n) (okay, well older tha n a gir l, but a little less “a du lt” t h an a wom an) wh o took a look a round a nd saw that she wa sn’t the only one who felt a littl e , and som e t i m e s eve n a lot , lost on the path to a dulthood. And that she wa sn’t rea lly sure what t h e h e ll “adult h ood” even mea nt a nymore. I t i s t h e story of a generation of people full of br ight idea s, hope, a nd a bla zing desire to be, and do, som e t h i ng great . Th i s i s t h e story of the development of a n intera c tive tool to help those twenty somethings wh o are lost , wander ing a nd stuc k. It is the stor y of G ro win App.
CONTENTS 01 04
BACKGROUND Pa g e s 002–013
SOLUTION Pa g e s 064–131
02 05
RESEARCH Pa g e s 014–043
RESPONSE Pa g e s 132–147
03 06
E X P LO R AT I O N Pa g e s 044–063
THANKS Pa g e s 148–153
M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
01
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PAGE 002
B ACKGRO U ND ,
BACKGROUND
CHAPTER 01 02 03 04 05 06
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BACKGROUND
TO BE A YOUNG AMERICAN TODAY IS TO EXPERIENCE BOTH EXCITEMENT AND UNCERTAINTY, WIDE-OPEN P OSSIBILITY AND CONFUSION, NEW FREEDOMS AND NEW FEARS. JEFFREY JENSEN ARNETT
CHAPTER 01 02 03 04 05 06
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P h o t o s : A n d r e a s L a s z l o Ko n r a t h
M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
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BACKGROUND
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E ¤ M FA T h e s i s G R O W I N A P P
WAIT, WHAT IS THIS? DEFINING A MASTER’S THESIS I get asked this question A LOT. Wait, what is a graphic design thesis? Do you write a paper about design or something? The thing is, what we do can get a little confusing since, technically we can do whatever we want. Find a problem, then solve it using graphic design. It seems cut and dry, and sometimes it is, but finding just the right problem and the best possible solution (as a graphic designer) just isn’t always the most straightforward process. Thankfully, we have a lot of time to explore the world around us, and what we want to say as designers living in it.
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BACKGROUND
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
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BACKGROUND
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I used to call myself an artist, back when I was just a young buck. This was such an exciting time in my life—being in college, finding myself as an artist and exploring different mediums, techniques and ways I could express myself as a young woman.
OKAY, AND WHO ARE YOU AGAIN? WHERE I CAME FROM When I got to college the only thing I knew for sure was that I would be playing water polo and at some point would need to figure out the whole class thing. I LOVE learning, but at that point I really had no idea what I wanted to do, or who I wanted to be. (And I would high five any 18 yr old that actually does.) My first year a teammate and I decided to take a drawing class together. I have always been drawn to the arts, and have always loved creating, but didn’t know what exactly I could do with a bunch of art classes. Having both parents work in the medical industry—a stable, clear career path, didn’t exactly help. And let’s be real, the thought of telling my parents I wanted to be an art major was less than desirable. Thankfully, I did it anyway and I have amazing parents who let me be whatever it was I wanted to be. There began a four year exploration of graphite, charcoal, oils, acrylics, screen printing and any other technique I could get my hands on. It was a love affair, the second greatest of my life, and I put the question of where it would all lead in the back of my mind.
CHAPTER 01 02 03 04 05 06
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THE ONLY THING I KNEW WAS WHAT I DIDN�T WANT TO DO, WHICH IS A SCARY PLACE TO BE AT 22. PAGE 012
BACKGROUND
WHERE I’M GOING As my senior year came to a close, that nagging feeling of “the real world” started to become less and less suppressible. I had NO idea what I wanted to do, but I did know I wasn’t interested in teaching, not yet at least, and just being an artist was not enough stability for me. The same friend who took that first drawing class with me had taken a different route in school, choosing instead to enroll in the graphic design program. I had been watching her progress peripherally, and at the end of my college career I thought that I had, perhaps, found my next pursuit. As a Fine Art major, Communications minor I realized that all of the things I like to do can be smushed together in the perfect career. So at 22 I decided to change directions and focus on this new thing called graphic design. I had to move back home and live with the ‘rents for a year while I worked, saved money and put together a portfolio. My parents were so supportive, but the fact that I was back home, getting ready to go back to school at 23, and had no romantic relationship to speak of was a bit worrisome, to say the least.
,,
I k n e w I w a n t e d t o d o s o m e t h i n g m o r e t h a n a r t , b u t I d i d n’ t k n o w what that was. Then I learned all about type and grids and started c a l l i n g m y s e l f a g r a p h i c d e s i g n e r a n d I h a v e n' t l o o k e d b a c k s i n c e .
CHAPTER 01 02 03 04 05 06
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02 ,,,
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RESEA RCH ,
RESEARCH
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
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RESEARCH
SO YEAH, WE’VE GOTTEN
A LITTLE
LOST ALONG THE WAY. CHAPTER 01 02 03 04 05 06
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M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
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RESEARCH
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E ¤ M FA T h e s i s G R O W I N A P P
THE FIVE MILESTONES OF ADULTHOOD *
H STAR T HER E
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1
* Denni s P. Ho g a n , a p ro f essor of sociol ogy and popu l at ion st u d i e s a t Bro w n Un i v e r s it y h as been at t ribu t ed wit h f irst d ef i nin g th e f i v e m i l e s to nes of adu l t h ood in h is seminal p a p er “ Th e Tr an s i ti o n to Adu l t h ood” in 1 9 8 6 . It h as since b een c i te d i n n u m e ro u s sociol ogical st u dies and art icl es. PAGE 020
Step One
LE AV E H O M E 18 years old
)
2
S t e p Tw o
FIN IS H S CH OOL 2 2 –2 4 y e a r s o l d
RESEARCH
$ j
3
Step Three
G A IN F IN AN C I AL IN D EPEN D E N C E 1 8 –2 4 y e a r s o l d
4
S t e p Fo u r
GE T MA R R IE D 1 8 –2 5 y e a r s o l d
5
Step Five
H AV E BA BIES 1 8 –3 0 y e a r s o l d
CO N GR ATUL ATIO N S! ! Yo u a r e n o w a n a d u l t ! E n j o y t h e next 70 years of doing the same o l ’ s h i t — i f y o u ’r e l u c ky !
CHAPTER 01 02 03 04 05 06
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RESEARCH
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E ¤ M FA T h e s i s G R O W I N A P P
WHAT’S THE DEAL? DEFINING THE THESIS PROBLEM The design isn’t the only part of a thesis that requires thought and refinement. In all actuality, choosing this area to focus on was really easy, but trying to figure out what specifically I was going to address in my thesis and how I wanted to focus on the big issue took a great deal of time and web surfing. It’s pretty apparent that twenty somethings today aren’t growing up the way their parents did, or they way our society might like them to be doing it either. Why that is happening, who or what is to blame, whether or not the problem is in expectations or actions, and how to fix it were all questions I began to ask myself. There are a whole lot of opinions out there about my generation, and not a whole lot of them have any definitive explanations for the who, what and why’s I was looking for. What I knew for sure was the traditional milestones and their linear timetable defining the path to adulthood felt extremely out dated and ill-fitting. I decided to focus my attention around those “markers of success” and the timeline with which twenty somethings are supposed to be gliding along that path.
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A c c o r d i n g t o d a t a f r o m t h e Un i t e d S t a t e s Census Bureau, 77% of women and 65% of men had passed all 5 traditional milestones marking adulthood. By the year 2000, less than 50% of women and 33% of men had managed to pass all 5.
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RESEARCH
MILESTONES PASSED* 1960 W
75%
M
65% 2000
W
<50%
M
33%
* BY 30 YEARS OLD CHAPTER 01 02 03 04 05 06
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M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
PAGE 026
RESEARCH
IF ITâ&#x20AC;&#x2122;S BROKEâ&#x20AC;Ś THE BAD NEWS The traditionally recognized path to adulthood has broken, it has become in many regards irrelevant and unfamiliar to this generation of twenty somethings. W H AT N E E D S TO H A P P E N Twenty somethings need a resource, a tool, to help guide them along a path to adulthood of their own defining. This is not a black or white situation, and such a solution will not suffice. This young generation wants to make a difference, they want to feel as if they have made a positive mark on the world and most importantly that they have made the choices that lead them to where they hope to be. They want to make their own rules, but they are also searching for a little guidance. It is important to keep in mind twenty somethings today are smart; they are intelligent, creative and eager people. They are familiar with technology, they live a very fast paced life and they expect immediate, real-time responses.
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E ¤ M FA T h e s i s G R O W I N A P P
THE TRUTH ABOUT 20 SOMETHINGS COLLEGE SENIORS MOVING BACK HOME TO THEIR OL� TWIN BEDS AND TIGER BEAT POSTERS
,,
65%
S t a t i s t i c s t a k e n f r o m N e w Yo r k T i m e s M a g a z i n e a r t i c l e " W h a t I s I t A b o u t 2 0 - s o m e t h i n g s? "
A 50% increase in the number of young adults living at home with their parents since the 1970s.
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RESEARCH
STUDENTS GRADUATING WITH “UNMANAGEABLE DEBT” Un m a n a g e a bl e De b t m e a n s l o a n p a y m e n t s t h a t a r e m o r e t h a n 8 % o f their monthly income.
200K THE NUMBER OF CHILDREN BORN TO T H I S G E N E R AT I O N H A S D R O P P E D B Y 200,000 BABIES
39%
j M A R R I AG E R AT E I S AT A N ALL-TIME LOW
1 IN 5
YO U N G A D U LT S I S L I V I N G B E L O W T H E P O V E R T Y L I N E .
$100,000 S A L A R Y LO S T OV E R T H E C O U R S E O F 2 D E C A D E S W H E N G R A D UAT E S E N T E R THE WORK FORCE DURING A RECESSION CHAPTER 01 02 03 04 05 06
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RESEARCH
CHAPTER 01 02 03 04 05 06
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RESEARCH
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Books on books on books. I could not believe there was SO much literature out there about this topic, mostly because it still feels s o n e w . I t w a s n i c e t o k n o w t h a t I w a s nâ&#x20AC;&#x2122; t t h e o n l y p e r s o n w h o f e l t like this was a topic worth serious thought and consideration.
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E ¤ M FA T h e s i s G R O W I N A P P
NO H
STAR T H ER E
PAGE 034
,,
1
Step One
LE AV E H O ME 18 years old
)
2
S t e p Tw o
FIN IS H S CH OOL 2 2 –2 4 y e a r s o l d
RESEARCH
OPE $ j
3
Step Three
G A IN F IN AN C I AL IN D EPEN D E N C E 1 8 –2 4 y e a r s o l d
4
S t e p Fo u r
GE T M A RRIE D 1 8 –2 5 y e a r s o l d
5
Step Five
H AV E BA BIES 1 8 –3 0 y e a r s o l d
CO N GR ATUL ATIO N S! ! Yo u a r e n o w a n a d u l t ! E n j o y t h e next 70 years of doing the same o l ’ s h i t — i f y o u ’r e l u c ky !
CHAPTER 01 02 03 04 05 06
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PAGE 036
RESEARCH
STUCK, YES. LOST, DEFINITELY. BUT LAZY, BORED, OR WORTHLESS? NO. 20 SOMETHINGS ARE PASSIONATE, CURIOUS, AND READY TO TAKE ON THE WORLD. CHAPTER 01 02 03 04 05 06
PAGE 037
DEFINE MY LIFE HAVE A GOOD TIME FEEL ALIVE LIVE IN THE MOMENT LIVE HONESTLY L AUGH EXPLORE NEW PL ACES REGRET NOTHING BE BRAVE DO SOMETHING NEW MAKE MISTAKES LEARN FROM THEM CONNECT BE SUCCESSFUL NEVER CONFORM WORK HARD LIVE EVERY DAY PL AY HARDER NEVER GIVE UP LOOK AT ART MAKE MONEY LOVE BE BET TER THAN CHALLENGE MYSELF M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
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RESEARCH
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E ¤ M FA T h e s i s G R O W I N A P P
THE GROWIN APP USER BETWEEN THE AGES OF 18–29 SOMEWHERE IN BETWEEN GEN X AND GEN Y H A S N OT Y E T PA S S E D A L L 5 M I L E S TO N E S O F A D U LT H O O D M AY O R M AY N O T B E A W A R E W H A T T H E 5 M I L E S T O N E S A R E S C E P T I C A L O F T H E L I F E PAT H O F T H E I R PA R E N T S WANTS AUTONOMY OVER THEIR LIFE H O P E S TO M A K E A P O S I T I V E I M PA C T B E L I E V E S T H E Y W I L L B E S U C C E S S F U L AT S O M E P O I N T LOOKING FOR GUIDANCE VA L U E S R E L AT I O N S H I P S I N T H E I R L I F E ENJOYS SARCASM MALE OR FEMALE OR SOMEWHERE IN BETWEEN THOSE CONFUSED, CONFLICTED, AND/OR ANXIOUS UNSURE OF THEIR “PURPOSE” HAS TROUBLE MAKING DECISIONS FEELS OVERWHELMED BY THE POSSIBILITIES SEEKING CONNECTIONS TO THE WORLD AROUND THEM U N A F R A I D O F TA K I N G O N A C H A L L E N G E W I L L I N G TO M A K E M I S TA K E S , O R O P E N TO T R Y I N G USES TECHNOLOGY W A N T S T O G R O W U P, A T S O M E P O I N T HAS BIG DREAMS AND PLANS TO MAKE THEM A REALITY A P P R E C I AT E S G O O D D E S I G N SCARED TO MAKE THE WRONG DECISION WANTS TO KNOW MORE SEES CHANGE AS BOTH EXCITING AND TERRIFYING HAS FRIENDS IN A SIMILAR STUCK PHASE N E E D S A S M A L L O R L A R G E K I C K I N T H E PA N T S
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RESEARCH
THEY WANT TO BE BETTER, DO MORE AND MAKE REAL, POSITIVE CHANGE. THEY JUST AREN�T SURE WHERE OR HOW TO START.
CHAPTER 01 02 03 04 05 06
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PAGE 042
RESEARCH
THIS IS A REAL CONCERN FOR 20 SOMETHINGS ALL OVER THE NATION, FROM A VARYING DEGREE OF SOCIO-ECONOMIC BACKGROUNDS AND STUCK IN A VARIETY OF THE MILESTONES. CHAPTER 01 02 03 04 05 06
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03 ,,,
PAGE 044
E XPLO RATIO N ,
EXPLORATION
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
THIS IS YO SHAPE IT O SOMEONE E
PAGE 046
EXPLORATION
UR WORLD. OR ELSE WILL. GARY LEW
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E ¤ M FA T h e s i s G R O W I N A P P
FINDING A VOICE DEVELOPING THE VISUAL ST YLE One of the most exciting phases of design is the exploration of visual styles. It is a moment when your concept is coming to life, when the possibilities are endless, and the thing in which you’ve seen only in your mind is taking shape. I felt as though it was imperative to not only find a visual voice that would drive the concept behind my objective, but a style that would speak honestly to my audience. It wouldn’t matter how amazing the content of my thesis is if no one wants to use it, and there is no better way than to attract an audience than beautiful, engaging, user-driven visuals. Luckily, I am in my own audience so it wasn’t too difficult to get in touch with my people, and I had a lot of friends around to tell me when they did or didn’t like something I was doing. Colors, typefaces and photography are absolutely integral to the development of a design style, but this was also a matter of my searching for the right way to package the thesis itself. The vehicle to drive my thesis took some time to show itself, and a great deal of my visual exploration involved finding the best platform to engage my audience, and how to make that look like nothing else on the market.
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EXPLORATION
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
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EXPLORATION
CHAPTER 01 02 03 04 05 06
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EXPLORATION
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Fo r a h o t m i n u t e I w a s c o n s i d e r i n g m a k i n g a game board, which I was really excited about doing, but I realized in speaking with my audience, that they needed something portable, and a tool they could keep on themselves at all times.
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
FUN
$
MONEY $
MONEY
PLAY
PAGE 054
EXPLORATION
CAREER #
MONEY
HOME
PLAY
SCHOOL MONEY $
RELATIONSHIPS
FAMILY CHAPTER 01 02 03 04 05 06
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M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
PAGE 056
EXPLORATION
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
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By the time I began working, in earnest, on this last iteration of my thesis, I had been developing my visual voice over the course of several weeks, if not months. At this point in time, I knew that I wanted to use an arrow in some capacity because it symbolized forward movement as well as protection and guidance. I also think arrows can be a beautiful and functional graphic element.
PAGE 058
EXPLORATION
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
PAGE 060
EXPLORATION
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
PAGE 062
EXPLORATION
CHAPTER 01 02 03 04 05 06
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04 ,,,
PAGE 064
SO LU TIO N ,
SOLUTION
CHAPTER 01 02 03 04 05 06
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SOLUTION
HELL, THERE ARE NO RULES HERE—WE’RE TRYING TO ACCOMPLISH SOMETHING. THOMAS A. EDISON
CHAPTER 01 02 03 04 05 06
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M A R Y LO W E ¤ M FA T h e s i s G R O W I N A P P
INTO THE WORLD FROM RESEARCH TO REALITY The “what” of my thesis, the vehicle to drive it, went through a few changes, but in speaking with my audience and gaining an understanding of what they wanted and needed from this tool, it became clear that my thesis should be an app. An app would allow my audience the autonomy they desired to make decisions that best suited their life, versus how they were working for some one else, it created a great deal of flexibility in when and where they could use it, and it also created unique opportunities for the creation of a community. While they seek independence, it is also extremely important for these young men and women to feel connected, and the app allowed that. Once my logo and visual aesthetic came together, the design of the app itself became a matter of fitting the right puzzle pieces together. As I went through design iterations, quick polls of my audience helped me to see if the design was working on both a functional and conceptual level. I worked hard to strike a good balance between pushing myself to find new ways to design an app, while still having the app itself easy to use. The result is Growin App, an interactive tool for twenty somethings.
,,
Even among the most intimate of friends, in one of the worlds most beautiful settings, there is an electronic within arms reach. It’s just the way this generation has evolved with technology.
PAGE 068
SOLUTION
WORKING WITH MY AUDIENCE AND GAINING AN UNDERSTANDING OF THEIR WANTS AND NEEDS, REVEALED THE NECESSITY OF AN APP TO CALL THEIR OWN. CHAPTER 01 02 03 04 05 06
PAGE 069
M A R Y LO W E ¤ M FA T h e s i s G R O W I N A P P
BUILDING A BRAND
LOGO GUIDELINES 2x
2x .5x x 3x
2x
Minimum size is .25" in height. .25" 2.75"
.25" .45"
Each mark may be placed independently of each other. The longer wordmark serves as a header on the app and functions in horizontal spaces, or when the entire brand name must appear. The icon may be used as a “seal of approval,” or as a proprietary seal.
PAGE 070
.5x
SOLUTION
BRAND TYPE AND LOGO COLORS B RAN D O N G ROTE S QU E
C 0 M 60 Y 100 K 0
C 40 M 100 Y 5 K 0
R 245 G 130 B 32
R 164 G 35 B 136
C 60 M 0 Y 25 K 0
C 60 M 5 Y 100 K 0
R 88 G 197 B 99
R 116 G 183 B 67
a bcd e f g h i j k l mn o p q rst uvwxyz
C 5 M 100 Y 98 K 0
C 0 M 100 Y 10 K 0
0 1234 5 6 78 9
R 227 G 31 B 40
R 237 G 0 B 128
a bcdefghi jk lmn op q rstuv wx y z
C 70 M 0 Y 40 K 0
C 15 M 0 Y 100 K 0
0 1 2 3 4 5 6789
R 50 G 188 B 173
R 226 G 228 B 26
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0213456789
SENTI N EL AB CDE FG H I J KLM N O P QRSTUVWXYZ
A B C D E FGH I J K LM NO P QRSTUVWXYZ
CHAPTER 01 02 03 04 05 06
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DEVELOPING AN IDEA
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SOLUTION
CHAPTER 01 02 03 04 05 06
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SOLUTION
THE ARCHITECTURE B U I L D I N G T H E F O U N DAT I O N It begins with knowing what the “thing ” is about, and then you define content. I think of it similar as if I were writing a story. Where do you begin, how does the reader progress, who are the characters and how are they introduced? Once I knew what I wanted my app to be about I did a lot of research to extract the content. That, I realized, was only the beginning. Unlike a book, however, (well most books) there is not one way of interacting with an app. You may think you know how a user will engage with what you’ve created, but people surprise you. And so I had to not only define what the content was and how it would be organized within the app, but in what ways someone might explore Growin App once they’ve logged in.
CHAPTER 01 02 03 04 05 06
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HIGH LEVEL SITE FLOW SPL ASH
S CH OOL
VIDEO
LO G I N OR SI G N U P
S IGN UP
LO G IN
HOM E
WORK
PR OFILE
S E A RCH
FIND FR IE NDS
AT H O M E
DA R E YA
DA RE YA
DA RE YA
R EA L TA L K
REAL TA LK
REAL TA LK
WIS E WOR D S YO
WIS E WO R DS YO
WIS E WO R DS YO
B R A IN S QUAT S
BRA IN S QUATS
BRA IN S QUATS
R EA D S OM E S HIT
READ SOME S H IT
RE A D SOME S H IT
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SOLUTION
VIDEO
FEED BAC K
DO
P L AY
GE T
MON E Y
S TORE
CON TACT
SE T TINGS
LOVE
DA R E YA
DA R E YA
DA RE YA
R EA L TA LK
RE A L TA LK
RE A L TA LK
WIS E WOR D S YO
WIS E WO RDS YO
WIS E WO RDS YO
B R A IN S QUAT S
BR A IN S QUATS
BR A IN S QUATS
R EA D S OM E S H IT
RE A D SOME S H IT
RE A D S O ME S H IT
CHAPTER 01 02 03 04 05 06
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SPL ASH
VIDEO
LO G IN OR S IGN UP
LO G IN
S IGN UP
HOME
HOM E WITH TIM E LIN E
S CH O O L HOME
DARE YA DESCRIPTION
REAL TALK DESCRIPTION
WISE WORDS DESCRIPTION
DARE YA MAIN PAGE
REAL TALK SEARCH SCREEN
SCREEN
DARE YA CHALLENGE
REAL TALK POST FEED
SCREEN
REAL TALK USER PROFILE
SCREEN
REAL TALK CHAT SCREEN
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A CLOSER LOOK
HOM E WIT H M EN U
PROFILE
S E A R CH
WOR K HOM E
AT H O M E HOME
PL AY H O ME
MO N E Y HOME
BRAIN SQUATS DESCRIPTION
READ DESCRIPTION
EXERCISE ONE
READ MAIN PAGE
EXERCISE ONE WITH KEYBOARD
BOOK PROFILE
LOVE HOME
EXERCISE TWO
EXERCISE THREE
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BUILDING WIREFRAMES
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EXPLORATION A TIME TO LET THE MIND FREE Once the general architecture of the app has been layed out, the task of building out the screens begins. It is a daunting and yet exciting time as a designer, when you have that white canvas in front of you. Whatâ&#x20AC;&#x2122;s nice about starting with the site flow is that you have some structure, some idea of what piece belongs where. It is important, though, at this stage to be open to the possibilities of design, to allow yourself to explore everything. I sometimes struggle with this part, this first step of building the visual identity. A world of choices. I was advised to leave my critics hat at the door and let my mind wander. This was the time for me to be free, to explore and play. The time to refine would come, but at this stage it was important to let go.
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AN APP IS BORN
When I was working on the logo I knew I would need a button for the app, and this logomark was made for just such a thing. It is c o m p a c t , w i t h a t o n o f p e r s o n a l i t y . I t d o e s n’ t n e e d t o s a y e v e r y t h i n g , b u t i t s h o u l d s t a n d o u t o n s o m e o n e ’ s i Pa d s c r e e n .
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LIKE AT FIRST SIGHT THE HOME SCREEN The first interaction with the app is just like a blind date; the first impression is based almost entirely on how attractive that person (or, you know, homescreen) is. Sure, later on you can find out whether or not they have a good personality, but let’s be real with one another, if that first impression doesn’t go well their personality probably won’t make up for it. The home screen is clean, bright and straight forward. I wanted the user to know what to do even if they had never been to the app before, but I also needed it to be something they would like to look at every day.
,,
Each of the six main sections are based upon the five milestones of adulthood. These were the most significant areas I identified in my user research of what twenty something’s felt they needed help with. Each main section has the five secondary categories, the content and visuals of which are tailored to the page in which they represent.
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+
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GETTING PERSONAL YOUR PROFILE + THOSE SWEET BADGES Growin App keeps track of how long you have been an active member, as well as how many days in a row youâ&#x20AC;&#x2122;ve visited the app. By continually engaging in the app and our community, Growin App users are building better, healthy life habits and becoming active participants in their own live choices. Plus, people like winning things. Okay, maybe not every human alive, but most of them. To help incentivize participation, users are awarded badges for their continued use of the app, and for completing any number of built-in activities. The fun thing is this additional incentive, even being just a colorful little badge, helps motivate real-life positive change.
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IT�S LIKE TRUTH OR DARE, MINUS THE TRUTH. DARE YA Recalling the beloved game of Truth or Dare, Dare Ya is meant to challenge the user. They are the quests that force the user to get up, get out and go do something! Sometimes they are big, sometimes they are small, either way, it helps give that little push (or maybe a slightly more aggressive “kick in the pants”) to get someone moving. Each Dare Ya comes with instructions for what to do, and how to post your efforts to the app, and of course, rewards the user with a new badge!
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,,
The app can be on the text heavy when required. One of those times is when it needs to give instructions for how the user must c o m p l e t e t h e i r D a r e Ya c h a l l e n g e . To k e e p t h i n g s v i s u a l l y e n g a g i n g a n d ( a s a l w a y s ) s k i m m a b l e , t h e use of icons are employed throughout the app. And, of course, there are lots of pretty pictures.
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IT GETS REAL UP IN HERE Y�ALL. REAL TALK Real Talk is just like it sounds, it is the people who know you best, your people, speaking about REAL issues you are trying to work out every day. Whether it is grad school or fixing up a crappy apartment or even just how to find the best bar in your neighborhood, this is where it’s at. Even better, if you see someone who seems funny, smart, cute or a combination of many things, go check out their profile. From there you can connect, send messages, and even have a video chat with them all within the app. Growin App believes friends make the world go round, so of course we built in a friend finding feature to keep you from feeling like you are the only one in the world feeling all of those feelings.
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CHILL OUT, TAKE A BREATHER. WISE WORDS, YO Wise Words, Yo doesn’t take a lot of brain power (YAY!), but they are useful indeed. It doesn’t take anymore effort than to scroll through wise, funny, sincere, and of course, sarcastic words from people who are good with words.
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LIKE JANE FONDA, FOR THE BRAIN. BRAIN SQUATS Growin App is your older sibling (when you’ve gotten to that age when you don’t hate each other any more), your mentor or maybe even a coach who inspires you. And while sometimes it’s just fun and games and good advice thrown your way, that person asks you to take some time to reflect on those things you are struggling with. Brain Squats is that reflection time. We understand that some people like to work out their stuff in different ways so we’ve provided exercises that use drawing, writing, talking and reading. Just like Growin App believes it is your job to define adulthood however it works for you, we think you should pave that path by whatever means help you move forward.
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READ FUN STUFF, WRITE THINGS, DRAW PICTURES, TALK TO PEOPLE, RECORD THAT BEAUTIFUL VOICE AND ALL KINDS OF COOL STUFF.
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BECAUSE, IT IS GOOD FOR YOU. READ SOME SHIT This is another section that provides a great deal of knowledge and wisdom without a great deal of effort. Yes, this is a unique generation of young people working in an unusual and in many regards, unfortunate set of circumstances, but that does not mean there aren’t great resources out in the world that would help alleviate a single, or multiple areas within the users life. Some of the books are highly practical, GRE practice exams for instance, and some of them are a little less so. It is truly amazing how relevant the words of Dr. Seuss remain through one’s life, and sometimes when you have a problem to sort out that isn’t so straightforward, the answer isn’t either.
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,,
G r o w i n A p p d o e s n’ t j u s t t h r o w a b o o k a t y o u a n d t e l l y o u t o r e a d it, although if it did you would probably think pretty seriously about doing it…anyway, every book we recommend comes with a description of that book along with why we think it’s useful. We h a v e i n - a p p f u n c t i o n a l i t y t o n o t o n l y c h e c k t h e s e b o o k s o u t to see whether or not you dig it, but also to buy it! Growin App d o e s n’ t w a n t t o k i c k y o u o u t t o g o b u y t h a t b o o k , s o w e w o n’ t .
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DON�T CALL IT A WEBSITE! WELL, NO DO ACTUALLY BECAUSE THAT�S WHAT IT IS.
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IF YOU BUILD IT, THEY MAY OR MAY NOT COME. THAT IS WHY WE HAVE SOME CLEAN, FUN AND ENGAGING PROMO MATERIAL TO FIND ‘EM AND KEEP ‘EM COMING. PAGE 124
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LET�S BE REAL FOR A HOT SECOND. THESE ARE TWENTY SOMETHINGS, AND THEY WANT THEIR KOOZIES.
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THE GOOD GOOD KNOW. YOUR. AUDIENCE. It may seem silly or too simple, but one of the best ways for a brand to get recognition from an audience of 20 somethings is to make a good looking shirt/hat/sunglasses/koozie, put it on a fun person, and send that person out into the world. Preferably with some friends and to a busy place that other 20 somethings frequent. Seeing a cool logo or bright, shiny thing on someone else makes you wonder what itâ&#x20AC;&#x2122;s for and how that person found out about it. And most importantly, how you can get in on it. So yes, while a koozie is perhaps not how a luxury car company is going to promote their new line of vehicles, throw some of those in a crowded park on a warm Saturday and you have just purchased a Super Bowl halftime commerical for 20 somethings who are thirsty, in a good mood, and ready to play.
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MOVING FORWARD
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WHEN YOU GET TO A FORK IN THE ROAD, TAKE IT. YOGI BERRA CHAPTER 01 02 03 04 05 06
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IT IS MORE THAN THE THING ITSELF, IT IS THE LIFE IT TAKES ON ONCE THE CLASSES HAVE ENDED AND THE PROJECT IS OVER. IT IS WHAT HAPPENS WHEN YOU LET GO. PAGE 136
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ASSESSING IMPACT W H AT D E F I N E S S U C C E S S ? It isn’t enough to just create a deliverable and then call it day, the thesis project requires some thought of the future. What kind of impact do you hope to make and how will you define the successes you sought after? Every project, just like in the real world, has it’s own unique set of success metrics, some of these are easier to quantify than others, but all of them together work to provide a target to reach for. While Growin App has already begun to engage it’s enthusiastic audience, there are both short and long term goals with which we could define as the metrics of success. The future of Growin App is bright, and the opportunities ahead are boundless.
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1
Metric One
E N GAGE A N AUDIE N CE spark an interest
Growin App has begun to peak interest, gain enthusiasm and generate attention. These are what bring an audience to the table, what sparks the curiosity of the minds of my audience and ignites the momentum forward. Being where the people are is so important for this step, and Growin App has been there, done that.
2
M e t r i c Tw o
BUILD A CO MM UN IT Y create a faithful audience
Building on the initial spark is the establishment of a Growin App community. While my audience is looking for autonomy, they are also seeking comfort, guidance and support. That is exactly what the Growin App community can offer. A group of people united in their effort to make an impact, to change their world and to, of course, grow up.
3
Metric Three
BR A N D AWA RE N E S S develop recognition
You never want to forget about the people who were with you from the beginning, but you also want to continue growing and building your audience. The more people who know about and use Growin App, the more people who can receive itâ&#x20AC;&#x2122;s guidance, knowledge and community. Establishing brand recognition will help keep the community tight, while widening the span of twenty somethings with which Growin App can reach.
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4
M e t r i c Fo u r
CO N TIN UA L GROWTH A N D DE V E LO PME N T stay relevant
The great thing about apps are the allowance for continual improvement and growth and any successful business knows that the work is never done. While Growin App has a full, and well-thought-out tank of content, the ability to continue to generate new and relevant content will keep Growin App on the minds and in the hands of itâ&#x20AC;&#x2122;s audience.
5
Metric Five
R E A L LIFE IM PACT
inspire real, positive change
Of course, the most important metric of success, and the basis for the creation of Growin App is to inspire and help create the real and positive changes twenty somethings are seeking for themselves. What those are exactly varies for each user, but to have helped someone find their path and begin moving towards their adulthood is the most important thing to Growin App.
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THEY LIKE IT, THEY REALLY LIKE IT! DON�T JUST TAKE MY WORD FOR IT, TAKE THEIRS.
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USER RESPONSE W H A T M Y A U D I E N C E H A S T O S AY The positive feedback I’ve been receiving from my peers has been absolutely overwhelming and amazing. After struggling to find the right thesis topic to even focus on, discovering that I had tapped into a concern that was so real and so relevant to my peers felt really rewarding. It seemed as if every time I was asked about my thesis or how it was coming along, I had made another potential user. What is unique in a way about my project is how specific and yet how broad my audience actually is. This is not a West Coast issue, or a grad student issue, or a female issue—this is a very real concern for twenty somethings all over the nation, from a varying degree of socio-economic backgrounds and stuck in a variety of the milestones. Success can be measured in a number of ways using qualitative and quantitative results. It can be based solely on monetary gain or the possession of things. There are a number of ways in which this thesis could determine it’s success, but to have the support of my audience, my peers, my friends, and strangers has been a marker of success I am the most proud of.
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ENTREPRENUER
GRAD STUDENT
CHARLIE WRIGHT, 25, SAN FRANCISCO
K AT I E WA R D, 2 8 , C O LO R A D O
I went way off the path—like, I demolished the path. It just was
Oh my lord, so yup 28 and still in school. My parents are always
not made for me, and I didn’t feel like I should have to take a
on me about when I’m going to get a job, but to get a job I have
bunch of steps in life I didn’t believe in. So I left college after a
to have the education. And everyone goes to college, so that’s
year to join a start up. I mean, I did grow up in San Francisco so
basically worthless at this point. Well, okay, I mean it’s not, but
it’s not the craziest thing, but it felt like it sometimes.
it feels like it sometimes.
Although I know I made the right decision for myself, and I am
Growin App helps me remember that I’m not the only one, I’m
so glad I decided to leave college when I did, I still have those
not the only person who is trying to do all of the things to get to
moments where it’s like what am I supposed to do now? There
where I want to go and feeling like this isn’t going the way I
is no path for me to follow and I don’t know what the next step
thought it would. Like, it is taking so long or there are so many
is which can be really scary. So having something like Growin
more steps or all of the steps are out of order. Just to know I am
App, where it’s not necessarily telling me what to do, but just
not the only one who feels completely overwhelmed by what I
helping me figure out how to make those decisions is great. I
still have to do to get to where I thought I would be by 25,
don’t want to be told what to do, but I would take some advice.
which is such a joke now that I think about it.
And the community part is great, it’s so telling to see that I’m not the only one on this journey and that we are all out there sort of navigating this world not totally sure what we are doing, but doing it anyway.
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Also, the quotes! Agh, so pretty and yet actually really great. I could look at those all day.
MOVING FORWARD
“I NEED THIS IN MY LIFE. LIKE, RIGHT NOW. HOW DOES THIS THING NOT EXIST ALREADY?!”
—Ashley Elizabeth Potter 28, Miami, PhD Student
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JUST YES OMG THAT'S BRILLIANT HOLY SHIT OH YEAH, YES I NEED THAT SO BAD WHAT A GREAT IDEA! HAHAHAHA WHEN CAN I GET IT? HOW IS THAT NOT A THING ALREADY? I WANT IT THAT IS SO SMART HA, SO I'M NOT ALONE THANK GOD WHEN WILL IT BE READY? THAT IS SO RIGHT ON BRILLIANT, SERIOUSLY I KNOW PEOPLE WHO NEED THAT BADLY THE QUOTES ARE AWESOME MAD LIBS!! THIS IS SO COOL I AM RIGHT THERE DEFINITELY, SO NECESSARY M A R Y LO W E 造 M FA T h e s i s G R O W I N A P P
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“WHEN CAN I BUY THIS BECAUSE I ALREADY KNOW I�M GOING TO USE IT AND I�M GOING TO RECOMMEND IT TO EVERYONE I KNOW. TRULY.”
—Marli O'Brien 26, San Francisco, Professional
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TEACHER
PROFESSIONAL
JULIE STEPHENSON, 27, BUSAN, S. KOREA
AARON JOHNSTONE, 23, SAN FRANCISCO
So I had no idea when I was growing up that I would decide to
I did the whole college thing, I have a good job, I’m definitely
randomly take this teaching opportunity in South Korea and
not ready for the marriage or family thing so I feel pretty good
then love it and stay for 4 years after I graduated from college,
about where I’m at. I still feel a little like I’m in college though
but here I am. Obviously, I believe in the education system and
because of the way people live here. Like, you know we work
I am so grateful for this opportunity, but sometimes I am so
really hard during the week and then play really hard on the
scared of what life will be like when I go back.
weekend. Which is awesome, and why I stayed in the Bay Area,
I think the exercises are great for me, because I totally believe in, and understand the value of doing brain exercises, and yet I would never just do these without the app. You know? It is the same as having a trainer help you workout. It is not that you
but also sometimes I get worried that I could keep doing this for another 10 years (and I work with dudes who have been doing this for 10+ years) and then I’ll wake up and be kind of old and still in the same place I am now.
aren’t capable of doing this on your own, but having someone
So, for me, being able to use the app is great because I can do it
else there to push you, motivate you and help you push yourself
on my own and it is my own thing. I earn rewards which is fun
farther than you could on your own is so vital to growth. Plus,
and it makes me want to keep using it. And it’s all stuff I care
there are a variety of ways in which I can finish them, and I
about, but don’t necessarily want to talk about when I’m out at
really appreciate that capability.
a bar with my boys. So I get to start working out how I want to set up my life the next couple of years and find people who are in the same place, but I do it on my own time, at my own pace and in my own way. There’s not really anything else like that.
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THA NKS ,
THANKS
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RESOURCES Arnett, Jeffrey Jensen. Emerging Adulthood: The Winding Road from the Late Teens through the Twenties. New York: Oxford UP, 2004. Print. Blake, Jenny. Life After College: The Complete Guide to Getting What You Want. Philadelphia: Running Book, 2011. Print. Hassler, Christine. 20 Something Manifesto: Quarter-lifers Speak out about Who They Are, What They Want, and How to Get It. Novato, CA: New World Library, 2008. Print. Heath, Chip, and Dan Heath. Made to Stick: Why Some Ideas Survive and Others Die. New York: Random House, 2007. Print. Jay, Meg. The Defining Decade: Why Your Twenties Matter and How to Make the Most of Them Now. New York: Twelve, 2012. Print. Pink, Daniel H. A Whole New Mind: Why Right-brainers Will Rule the Future. New York: Riverhead, 2006. Print. Robbins, Alexandra. Conquering Your Quarterlife Crisis: Advice from Twentysomethings Who Have Been There and Survived. New York: Perigee Book, 2004. Print. Settersten, Richard A., and Barbara Ray. Not Quite Adults: Why 20-somethings Are Choosing a Slower Path to Adulthood, and Why It's Good for Everyone. New York: Bantam Trade Paperbacks, 2010. Print. Wilner, Abby, and Catherine Stocker. The Quarterlifer's Companion: How to Get on the Right Career Path, Control Your Finances, and Find the Support Network You Need to Thrive. New York: McGraw-Hill, 2005. Print.
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THANKS
THANK YOU! T O M Y FA M I LY
TO MY INSTRUCTORS
I can’t believe it. You can’t believe it, but I finally made it! I am
You literally taught me everything I know, and thankfully I now
finally here, writing down (well, typing, but you know what I
know Microsoft Word is not a design tool and DPI is important.
mean) the last few lines for my very last project in school. I, of
And okay yeah, I admit there were times when you weren’t my
course, would not be writing these lines, attending this school,
favorite, and I have NO doubt you felt the same. However, you
living in this city or basically doing much of anything with my
all shaped me into a designer, into an adult, and into the woman
life without your endless love, support and guidance. Momma,
I am today.
you are my rock, my guiding star, and my true home. Dad, you get me, you have always been the one who knew what to say and I am so thankful I get to call you dad. We’ve been through some tough shit together, but it has only made us stronger. Matt and Patty Horn, you are my favorite, and I love you.
Mary Scott, Phil Hamlett, and of course, Hunter Wimmer, you have changed my life forever. You have imparted on me some of your great skill and wisdom, and I hope to make you proud as I go out into the world as a representation of you. It will be odd not to see you in the hallways of New Montgomery, and I can honestly say I will miss you.
TO MY FRIENDS My home away from home, my surrogate family, my true loves.
Hunter, considering you teach about 75,000 classes it’s surely
If my parents built the foundation that got me here, my friends
no surprise that you had a great impact on my life. I wasn’t so
were the guard rails that kept me from falling. I honestly will
sure about you at the start, but I have come to my final decision
never be able to express how much you all mean to me, and how
and it is that you are just the best. And I thank you.
profound your role was in my life over the last four years. A special and sincere thanks to Katie Rumford, Emily Brock, Laura Donaldson, Ashley Greenwood, Mike and Marli Jones. You are all the most amazing, unreal and wonderful friends a
Also, a special thanks to Michele Ronsen, Stan Zienka, Bob Slote, Carolina de Bartolo, and Gaston Yagmourian. Thank you all, I’ll never forget it.
girl could ask for. A quick shout out to Morgan Sterns, Ana Marcela Corea, Whitney Clark, Holly Leach, Dara Weinberg, Emily Shields, Joel Hawkins, Alaine Anhalt and yes, even you Ashley Gustafson.
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GR OWI N A P P
An MFA Th e s i s i n G rap h i c D e si g n
Ac a d e my o f Ar t Un i v e r s it y 7 9 Ne w Mo ntg o m e r y Street 5 t h Fl o o r Sa n Fr an c i s c o , Ca l i f o r n i a 9410 8 U S A
Department Chair Ma r y Sc o tt Department Director Ph i l Ham l e tt Associate Department Director Hu nt e r Wi m m e r Artwork Ma r y Ka te L o w e Photography Ma r y Ka te L o w e , Fl i c k r Pa p e r Mohawk 100# Pre m i u m Mat t e Ty p e f a c e s Sent i n e l , Br a n d o n Gro te squ e Printing Blur b Binding Blur b
BY M A RY K ATE LOWE