L
na / PROCESS BOOK / Y I H A N H S I A 2 014 S U M M E R
/ CONTENT /
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Concept Development 50 Things / 5 Topics Brainstorming Idea & Message Personas Competitors Moodboards / Typeboards
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Logo Development Name Exploration/ Sketches Logo Explorations in Images Logo Explorations in Typeface Final Logo
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Deliverables Posters Booklet Website Drawing kits
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CONCEPT
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/ E X P L OR AT IONS : 50 THINGS /
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/ FIVE TOPICS /
Don‘t let eating become a anxiety. Modern people care about their body shape more than ever before. In order to keep it fit and slim, they are concerned about eating a lot. These people usually feel insecure about their appearance. However it may cause anxiety which leads to Bulimia and Anorexia. Eating disorder became a common mental disease now and a lot of people don’t even know they have the symptom. I want to let people gain awareness about this issue and be confident about themselves not based on their looking.
If there is no wild animal on the planet. Over 20,000 African elephants be killed in 2013. Although the U.S. government just pass the law of banning trade of ivory goods from Africa (National Strategy for Combating Wildlife Trafficking), the smuggling problem still going on. In Asia, the problem is even worse. Ivory is cherish decoration which stands for statue since long time ago. It is also taken as traditional medicine in some Asia area. Illegal Poaching is definitely the issue needs everyone’s attention.
Overwork. We pay more than we get. Overwork has been a serious problem in Asia. It cause health problem, kids-care problem, low working efficiency and family relationship problem. Whether overworking is really helpful to enterprise is still a question. Actually it is likely to higher social cost than go home on time. More serious problem is that many over-workers enjoying their situation, they think they work more because of passionate toward jobs and they should be praised by the long time they spend on works.
We make them, eat half and dump another half. According to statistics, people waste 2.3 billion tons of food every year. Almost half of the amount of the all food produced. Most of them are vegetable and fruits. For a instant convenience, people over produce and consume food. Developed countries even waste more than developing countries. Producing food and cleaning food waste both cost a lot of money and resources. I hope I can make people understand the fact and change their consuming habits of food.
When Hola and Ni-hao meet each other. San Francisco includes many different language speakers. The idea is a platform for people who want to learn or practice foreign languages with native speakers without paying expensive tuition exchange their language skills. Chinese who wants to learn Korean can exchange with Korean who wants to learn Chinese. Through interactions, they can understand each cultures in a flexible way.
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/ Brainstorming /
Skinny Model
Unique
Peer Evaluation
Shame
Comparison
Unrealistic Figure (Barbie)
Differences Anxiety
Unhappy
Eating Disorder
Recover
Real Body Mass Media
Appearance
the Beauty Industry
Body Image
Insecure
Redefine
ă„?Rebuild
Body Dysmorphic
Arts
SEL F- ES T EEM
Confidence
Achievement
Abilities
Hobbies
Face & Looks
Learning New Things
Sports
Cook
Encourage
Work & Salary School Grade
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/ Idea & Message /
IDEA
An organization helping women rebuild their confidence about their body images. This group would cooperate with local art studios to open art class only for women. The artworks they make will be focusing on women topics such as real body portrait, emotional expression and nature sculpture. First, We want to create a space which is comfortable and quiet, in which these females can talk to themselves and relax. Through the process of making artworks, they can slow down their steps also gain accomplishment from their works. Second, when they taking class such as figure drawing, these females gets chance to see what is realistic body image of women, not the one showed on TV or magazine. Getting rid of the unrealistic impression of beauty taught by the mass media is also important step to rebuild the confidence.
MESSAGE
All of us are beautiful no matter what shape we are. Differences make us more beautiful. Be proud of our bodies and love them. We are born our true selves, and that is the best part of us.
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/ Competitors /
MYSTICMAMMA
NATIONAL EATING DISORDERS ASSOCIATION
MENTAL HEALTH AMERICA
NATIONAL INSTITUTE OF MENTAL HEALTH
WOMAN STUDIO WORKSHOP
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/ Personas / “Personas consolidate archetypal descriptions of user behavior patterns into representative profiles, to humanize design focus,test scenarios, and aid design communication.”
Every design works need a target audience, we can also call it Personas. There are too many kinds people in the world. Who would be the people see our designs? Do they understand what we want to communicate? How do we get their attentions? These questions won’t be answered if we don’t have a imaginary audience. Personas describe how a person think ,act and his or her life style and attitude. Once we narrow down our readers, the communication would more likely success. Persona is the term to describe a lifestyle and likeness of a person. To be more precise, we needs to be a stalker of our audience to probe their life tracks and define what are their persona. In this way we get the direction to develop our concept, ideas and even the visual pattern.
* Introduction from <Universal Methods of Design: 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions>
01 Zoey 22 Graduate Student Runner
/ Work out almost everyday / Knows many correct knowledges about eating habit and try to follow it / Uses Facebook or other social media rarely / Not easy to show her emotions on face / Merely shows her shortcoming in front of people / Wants to be special and like non-mainstream things / Does good job in studying, working, basically a perfectionist
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02 Joan 33 Worker Computer Engineer
/ Doesnâ&#x20AC;&#x2122;t work out at all / Her house is her favorite space to stay / Loves to watch South Park / Takes the medicine of avoiding high cholesterol / Has no close friends, her best friend is his turtle, Gracie / Tends to eat alone / Doesnâ&#x20AC;&#x2122;t like to walk because her knees hurt so much
/ Loves to read fashion magazines / Is popular in school and has many girlâ&#x20AC;&#x2122;s buddies / Uses Facebook or other social media A LOT! / Goes on weight machine after waking up every morning / Eats low-calorie food, no matter they are healthy or not / Good at English and History / Her friends are mostly skinny and pretty
03 Deena 16 High School Student Cheerleader
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/ Moodborad /
C=2 M=0 Y=0 K=2
C=46 M=10 Y=14 K=0
C=0 M=0 Y=0 K=50
C=5 M=24 Y=15 K=0
C=27 M= Y=64 K=33
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/ Type Inspiration /
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02
IDENTITY
/ Name Exploration / Embrace
Re Depict
Light the Dark
Dawn
Sense
rebirth
Candle
Bright
HER
ReDefine
Inner
Sunrise
Breathe
RE-
Eternal
La luna/ Luna
SELF
Moon
herself MYSELF
DESCRIPTION
Luna, a female name in Spanish, means moon. Since ancient world, Moon has been used as the symbol of woman. The changing moon is particularly associated with women because its regular twenty-eight day cycle so closely matches the cycle of menstruation. Our English words for month (derived from AngloSaxon month, akin to mona, “moon”) and for menses (from the Latin mensis, “month”) are related to ancient words for moon because of their close association with the cycles of women’s bleeding. Therefore, the moon’s identification with blood was deep and incontrovertible. Moon wanes just like woman differs. It is always beautiful with any shape, so do us. Each of us is a unique luna.
/ Sketches /
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S
T
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I
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La Luna.
La Luna.
L A L U NA S
/ Logo Exploration /
T
U
D
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La Luna.
La Lun a S
T
U
D
I
O
La Luna.
L a Lu n a S
T
U
D
I
O
S
La Luna.
T
U
D
I
LA LU
O
S
La Luna.
S
U
D
D
I
O
I
T
U
D
I
O
La Luna.
La Luna
La Luna T
U
D
L A L U NA
La Luna.
S
T
U
LA LUNA STUDIO
L A L U NA S
T
LA LUNA
O
LA LUNA ST UD IO
L A LU NA S
T
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D
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La Luna.
S
L TA LUU N AD S IT U DOI O
L A LU NA
L A L U NA S
T
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D
I
O
L A LU
LA LA LUNA LUNA . .
LA LA LUNA LUNA
L LAA LLUNA ALUNA LA . . LUNA . . LUNA
LA LUNA.
ART STUDIO
L A L U N ALL A.A LLAUURNNTAA.S. T AUARDTRI TOS TSUT DUIDO I O LA LUNA.
ART STUDIO
A S SAAT US D I OT U D I O T U DD I O IO A ST UDIO
LLa a LLaLL uun a na a LsutsLtnuuuadndi ao io s t sutdui o dio
UN LA L N L UU UN LLAA UL LN A L L LA
A
L LAA NNAA L LALU LU A L SUSTLN AD TU IO UU NDIAO S T SUTDUI D OI O
LA LUNA L A L LAU N L UAN A A NL A UNA L A LL U
L A L ULNA A L US TN UA DSI TOU D I O L A LLUA N LA U SN TAU DS TI OU D I O LA LUNA STUDIO
L A LLAU LNUAN AS T SUTDU IDOI O L A L LUAN AL USNT AU DS ITOU D I O LA LUNA STUDIO
L LAA LLUNA ALUNA LA LUNA LUNA
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la luna
AA RR TT
SS TT UU DD II OO Lovelo Black
LUNA Black
Lovelo Black
Neo Sans Bold
Neo Sans Bold Neutraface
L u na L u na
L u na L u na Lu n a
Lu n a
Edwardian Script ITC Avenir Next Bold Rockwell Bodoni MT Italic
FFAD Matro Stencil Syntax LT Std URWClarendonTOT
Sabon Bold Italic Apple Chancery Franklin Gothic Demi Italic Snell Roundhand
L un a L un a
Edwardian Script ITC Rockwell Apple Chancery Britannic Bold
L u na L u na
DIN Stencil Albatross Didot
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/ Final version /
L = Young Gallant U = moon icon N = Uni Sans Light A = Sabon Regular
To convey the message of “Differences make us more special,” this idea is using various fonts and moon icon on each letters in “Luna.” Even these four letters are in different shapes, each of them represents different characters, styles, looks, and personalities. Even that, they are still beautiful and has their own identities.
L
na
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03
DELIVERABLES
/ Posters /
version one
version t wo
version three
version four
l ay o u t e x p l o r a t i o n s
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/ Final Posters /
Title : MrsEaves Italic Body text: Trade Gothic Light
Nature elements are unique in any organic shapes. Hand drawing illustrations are used to bring artistic feeling. Colors were used to tie nature elements and key words together and emphasize the uniqueness.
Deliverables
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/ Environment /
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/ Booklet / version one
Those mannequins are creepy and scary. Image is distractive in p.2. More variety in typesetting. The whole feeling doesnâ&#x20AC;&#x2122;t go together with the posters. Bring the illustrations into the booklet. Maybe create a story.
version t wo
Most page are awfully blank. Still keep the content, you can have 2 voice lines. Embrace colors Add some graphic elements to create harmony.
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/ Script / We have been told to become beautiful since we were little girls. But no one told us what beautiful is.
We followed the “pretty rules” made by the beauty industry and mass media. We thought that is what we want.
Those rules blinded us. We couldn’t see our true selves and tried so hard to be “pretty” but failed again and again.
We were unhappy. The truth is that we would never become like those unrealistic images. What we should do is change the way of looking at ourselves instead of changing our outside looks.
All of us were unique,and that is the best part of us.
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/ Final Booklet / goal
/ To convey the message / To gain audiencesâ&#x20AC;&#x2122; awareness. / To interest people to this organization
concept & approaches
Two voices for two different contents lines. The soliloquy is a girl telling the change of her thought about body image. Another content line is the description of the issue. Mrs Eaves, a graceful typeface is used for the soliloquy which brings a sensitive and private atmosphere. Trade Gothic, a clean font is used for educating the audiences. Simple infographics described some statistic facts about the body image issue. Call-to-Action in last page motivates audience to get more information about luna.
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/ Website / goal
To provide the audiences on-line information and resource. The shop for audiences to purchase products. To interact with audiences.
concept & approach
Introduction is placed on the first page clearly. Audiences can read about it when they open the website. Big and pleasing images catch audienceâ&#x20AC;&#x2122;s eyes. Have the tone and feeling tied with booklets and posters.
homepage
stories
shop
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/ Drawing Kits / goal
To make the audiences want to use those tools to practice skill and create art works. Through selling the products to balance the finance of this organization.
concept & approach
White background makes a clean and pure look. No more decorations makes people focus on the logo and the product itself. Three natural elements represent three different drawing tools, leaves for watercolor pencils, stones for charcoal set and flowers for sketchbook. A Tote Bag with black and white options can hold the kits and make them unified.
tote bags
We are beautiful no matter what size we are.
sketchbook
back
front
wat e r c o l o r p en cil s
/
noir charcoal set
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wat e r c o l o r p en cil s
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/ LUNA PROJECT /
YIHAN HSIA 2 014 S U M M E R VISUAL THINKING