Nikki Ajmera // Summer 16
Process Book Nikki Ajmera // Summer 2016
Adventure Club
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inspiring young adventurers
content
topic selection 8 Topics for investigation 11 Brainstorming Wall 12 4 Ideas 13 Final Topic
branding 16 Background 17 Audience 18 Stakeholders 19 Competitors 20 Brand Development 29 Moodboards
deliverables 32
Branding Posters
39
Mobile App & Website
44
Environment
47
Brochure
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Products
51
Conclusion
Nikki Ajmera // Summer 16
topic selection Topics for investigation Brainstorming Wall 4 Ideas Final Topic
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topics of investigation In the following section, I investigated various topics ranging from environment concerns to health-related issues. Some of these issues are my own growing concerns, while some of them are problems that I have noticed in my environment. For my final topic I chose to explore the idea of combine topic 6 and 7.
Topic 1
Topic 3
Consumer behaviors and it adverse effects
Educate young children between the age-group
on the environment and how to effect those
6-10 years, about how to keep ocean front clean
behaviors to make them more eco-friendly.
and not throw waste into the ocean.
Topic 2
Topic 4
Students’ eating habits and how they might be
Food wastage in restaurants and agencies that
intimidated by the task of cooking, which results
provide food for the needy and the homeless.
in higher consumption of unhealthy food.
Topic 5
Topic 7
Effects of mobile addiction/use before bed-
Reconnecting with the inner child as a method
time on sleep deprivation.
of relaxing and de-stress.
Topic 6 Children’s addiction to mobile cause of unhealthy lifestyle and habits.
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brainstorming wall In this phase of the process, I tried to explore various connections to my topic. I tried to analyze the topic through related words and created a mind map. Physical
Virtual
Relaxation
Stress
Go to a park
Connection
Yoga
Work & Life Balance
Exercise
Fear of Missing Out
Time-off
Deadlines
Playing games
Sleep
Too much Screen time
Hide & Seek
Video Games
Meditation
Competition
Running
Mobile Phones
Fun Activities
Pressure
Healthy Lifestyle
Addiction
Making Art
Anxiety
Walk a pet
Unhealthy Lifestyle
Music
Lack of sleep
Serotonin Release
Laziness
Walking
Depression
Good for Mental
Unreal
Travel
Health Problems
Health
Anti-Social
Hugs
Bad Dietary Habits
Playground
Instant Gratification
Happiness
Eye Strain
Childhood Games
Peer Pressure
Relief
Time Constraints
Toys & Board Games
Money
Spending time with loved ones
Bills
Nature
Responsibility
Healthy Eating
Peer Pressure
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4 ideas Poste r for Id ea Ge n e rat i o n
In this section of the process, I distilled my brainstorming wall into 4 ideas to further narrow down to my final topic.
Idea 1
Idea 3
Promote the idea of connecting with the inner
Playground activities for adults as a fun way to
child as a method to de-stress at home.
exercise and spend time outdoors.
Idea 2
Idea 4
Playing childhood games as a way to bring fam-
Influence children to play more outdoors for a
ilies closer and strengthen family values.
healthier and happier lifestyle.
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final topic Inspire children to do more activities and explore the great outdoors.
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branding Background Audience Stakeholders Competitors Brand Development Moodboards
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background The percentage of children aged 6–11 years in the United States who were obese increased from 7% in 1980 to nearly 18% in 2012. One of the leading causes for this problem is the lack of physical activity that the children are exposed to. Hence, I wanted to solve this problem by creating a service that inspires children to do more outdoor activities and explore the world, using a digital platform that they love to use.
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audiences
Amy and Julie
Brady
Catherine and Jack
7 and 8 years-old girls
10 year-old boy
32 and 34 years-old couple
They are very imaginative and love to play fairy-like fantasy games together.
He loves to play video-games and sports-related applications. He does not play outside much because he likes to spend time mostly on his tablet.
They want their kids to play outside more often. They often try to take them to the parks and play- grounds. They feel that their children only play video games and that it is unhealthy for them.
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stakeholders
Boy Scouts and Girl Scouts
Parents
Disney
These associations are educational
Parents of children in the age group
The Walt Disney Company is a mass-
and help teach children values such
6-10 years will b e most interested
media and entertainment company
as responsible citizenship, character
and invested in this program to work.
aimed at children. They like to inspire
development, and self-reliance through
They will be able to do activities and
creativity and values such as respect,
participation in a wide range of
teach children to enjoy the outdoors
love and sense of adventures with their
outdoor activities and educational
using this service. They would be able
channel, movies and mobile apps.
programs. These programs are made
to supervise their children, and pro-
for children from age-group of 6
vide a safe environment. This service
years and onwards.
will also provide an experience for parents to bond with their children.
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competitors
Out-A-Bout
EA Games
Nintendo
Out-A-Bout is a game app designed
EA Games is a video game developing,
Nintendo is a Japanese electronics and
to encourage physical a ctivity, outdoor
publishing and distributing company.
software company, that is known to be
play, early literacy, and parent-child
The company is one of the largest video
the largest video game company by reve-
interaction, for children ages 3 to 5.
game developer and distributors, they
nue. The company has created some of
Children are prompted to perform certain
are also creators of m obile game apps.
the most well k nown and best-selling
outdoor, physical activities (e.g., run-
Their games are often addictive and
video game franchises in the industry,
often geared towards children from 10
such as Mario, The Legend of Zelda and
years and onwards.
more recently Pokemon Go.
ning, jumping, climbing). Using the phone, parents take still photographs of their children engaged in the activities.
other competitors
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brand development In this section of the process, I began working on detailing out the brand by creating a list of 3 potential names and creating a visual identity.
Initial Naming
Scope
The Tiny Traveller
Local > National > International
Adventure Club Explorer’s World
Competition & Inspiration Disney Nature Explore
Category
Out-A-Bout
Commercial Brand
Khoya
Location Digital Platform (website & app) Local Campsites Purpose The aim of this brand is to inspire children to participate in outdoor activities and explore the world outside of the screens.
Gro-Garden The Lorax Garden
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intial visual identity At this stage of the process, I took my idea for the brand further and created an iconographic solution. My approach was to create icons that are associated with adventures and explorers like maps, binoculars,magnifying glass, etc.
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name change The name of the brand required a change as the young children may not like being referred to as tiny. Therefore, I changed the name to Adventure Club, to reflect a stronger spirit and a sense of action.
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initial visual identity 2 With the new name I redesigned the logo keeping the sense of adventure and exploration in mind.
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visual identity development I created iconographic solutions for the new name and then, further developed the logo inspired from a compass.
Following the logo inspired from a compass, I refined it further to simplify the logo mark.
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typographic options
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typeface Neutra Text: Light & Bold
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Keywords: Playful//Outdoors
moodboard The goal of the overall look and feel is to be
I would like to use simple shapes and easy to
child-friendly, and pleasing to the aesthetics of
recognize forms to create the elements of the
a child between the age of 6–10 years. The col-
project, keeping in my mind the young audience.
ors used would be bold and vibrant, the would call for immediate attention and eye-catching.
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setting up camp...
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deliverables Branding Posters Mobile App & Website Environment Brochure Products Conclusion
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branding poster The poster series aims to attract children
The typography has been made very expressive
through its use of bold color and parents through
and playful to keep up with visual aesthetics of
the message.
children between the age group of 6-10 year olds.
This series will introduce the service to prospective users and intrigue them to find out more about the brand.
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mobile app The mobile app aims is an interactive way for
can earn a badge. They can further share their
children to learn about different activities that
achievements with friends and also, see how
they can do outdoors.
many badges their friends have collected. These
The app has multiple features, children can choose the kind of activity they wish to learn and on successful completion of the activity they
badges can then be redeemed at the Adventure Clubhouse for real badges, that will be rewarded at the monthly meetings.
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Nikki Ajmera // Summer 16
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website The website is an informative tool to promote the mobile app and the Adventure Clubhouse. It shares details about the workshops and events held at the Clubhouse, as well the location and other ways to contact the Adventure Club team.
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adventureclub.com/clubhouse
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adventureclub.com/clubhouse
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environment Adventure Clubhouse believes that the great
We want to bring their curiosity out into the real
outdoors is a platform for health, happiness and
world. Inspire their imagination and creativity
learning. Many of us as adults were fortunate to
through a range of outdoor activities that the
spend our time after school and in the summer
children can perform with other children, parents
outdoors with our friends- climbing trees, meet-
and even experts.
ing friends, collecting frogs, playing football or soccer or baseball, or making mud pies in the rain; but our children are getting addicted to the digital media.
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A depiction of Adventure Clubhouse features and amenities, such as playground, wood cabins and fun-houses.
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brochure The brochure is aimed towards visitors to the
feature for kids to play while they are visiting
Adventure Clubhouse, which is a campsite for
which asks children to explore the environment
monthly workshops and expert-lead activities
and collect stamps.
to be held for children. This brochure is an informative guide about the Adventure Club as a brand, the Clubhouse campsite and the app. There is a small playful
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products The products I have created are t-shirts and badges for the children who are members of the adventure club. The badges are awards that the children receive at the monthly meetings of the Adventure Clubhouse on successful completion of tasks in the mobile app. Whereas, the t-shirts are merchandise products that can be bought in store.
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conclusion With these deliverables, I hope that I can inspire children to go outdoors and be more involved with activities outside of computer screens and digital media. I even hope that this projects helps parents get more involved with their children and helps families have adventures together.
Nikki Ajmera GR 620 Visual Thinking Instructor David Hake Summer 2016