Multi-Platform Delivery Reflection
During the Multi-Platform Delivery course, I set out to enhance the brand characteristics of my fictional sea turtle charity event, Loggerhead Cove. One of the first things that I wanted to do, was to create a series of advertisements. The idea for these advertisements was sparked from a desire to make a powerful statement through my use of copywriting. Because sea turtles are often negatively affected by the abundance of ocean pollution, I wanted to experiment with the topic of “talking trash.”
I chose three variations of advertisements for this project. “I Talk Trash...It Saves Lives,” “We Talk Trash...It Saves Lives,” and “Let’s Talk Trash...It Saves Lives.” This decision was multifaceted. On the one hand, the idea of “talking trash” is presented as a pun and references the importance of addressing the issue of ocean pollution. On the other, utilizing the different introductions (I/We/Let’s talk trash) was intended to be all inclusive. For the targeted audience, this choice was a representation of any and everyone associated with the event. It represented the headlining bands included, those behind the orchestration of the event, and anyone supportive of sea turtle relief efforts. It also aids in helping the viewer see themselves as a part of the change that is needed.
Initially, I felt as if the words were so strong, that they should stand alone. The following images are of my first revision.
In designing these advertisements, I chose to highlight various bands in order to not only symbolize the headlining bands performing, but to also contribute to the alternative vibe that I wanted to convey with the copywriting and font choices.
I utilized the color scheme of the brand by overlaying the images with an opaque color selected from my mood board color palette. The use of the “Rockout” font heavily contributes to the alternative mood that the copy is intended to convey as well.
Upon receiving feedback for this round of revisions, it was suggested that I incorporate some type of informational blurb that explained the subject matter of the event, the importance of helping sea turtles, and how this event (and headlining bands) are significant. I was told that these looked a bit too much like posters, and didn’t necessarily come off as the type of advertisements that I intended for them to be. It was also suggested that I adjust the position of the logo and add a call to action.
In order to solve these design problems, I set out to create advertisements that were more functional. So in my next revision, I included a section at the bottom of the image that explained the subject matter and the event relevance. It also includes a strong call to action by encouraging viewers to take the pledge at the website. Additionally, I placed the brand logo at the bottom of the advertisement. The following images are of the final revisions.
My next goal in enhancing the brand characteristics for Loggerhead Cove was to address the promotional video that I had initially created. When I first created a promotional video, I had little knowledge of using Adobe Premiere Pro. My first revision was also intended to be indicative of the original Sip and Paint event that I had created with this event. The brand, the message, and its characteristics were not cohesive. On a design level, the video also wasn’t an accurate depiction of professional skill. The text and information was a bit too fast, the message was unclear, and it lacked a call to action.
In order to solve this design problem, I set out to make the promotional video as representative of the brand as possible. At the same time, I wanted to highlight the headlining bands, but also illuminate the importance of the subject matter: sea turtles. I chose to utilize the relevant colors included in the mood board as backdrop images and the saturation choices. I also chose images and videos of bands and sea turtles that seemed relevant to the brand. I slowed the text down and eliminated the areas where the information was too wordy. I also added a few effects in order to enhance the quality and visual appearance of the video. With this revision, one of the most important things that elevated this promotional video to a professional level was the inclusion of the new, effective logo and a call to action. The final video is below.
Connecting, Synthesizing, & Transforming:
During this course, I utilized prior resource material provided in past courses. For example, one of research papers involved an in depth look at inspiration for the media designer. In the process of researching and gathering information for this project, two things were further reiterated: the often non-linear design process, and the notion that designers merely receive information already presented, and reinterpret and innovate it. For this paper, I used inspiration from Margo Chase’s Creative Inspirations interview on Lynda. Writing this paper helped set my plan for this course in motion. Through utilizing past resources, I was able to grasp a deeper understanding of the media designer and his or her duty to their clients. In doing so, I set out to transform my design solutions in order to elevate them to professional levels. One of the main ways I needed to achieve this was by revising my projects so that they could be more cohesive. I wanted to have my entire branding consistent and effective.
Aside from taking inspiration and innovating it, the problem solving needed in this course was in relation to my fictional charity event, Loggerhead Cove. In my prior course, I had changed the name and event type. I made this decision in order to make it easier to have a cohesive and effective brand. Before, the idea of a sip and paint was not only translating well through my design solutions, but it also took away from the bands and subject matter. Therefore, in eliminating this aspect, I was able to focus solely on the sea turtles, and how this event intends to benefit them.
While in this course, I solved the problems of coherency, clarity, effectiveness, including a strong call to action, illuminating the cause, and having a fluid brand. Not only were my design solutions indicative of my mood board, but they also effectively representing the Loggerhead Cove brand overall.
I solved problems with my advertisements and took them from mere posters to effective functional ads. I also solved problems within my promotional video and took it from being inconsistent to a strong representation of my event and brand overall.
The research paper sparked my desire to further my innovative thinking. During this course, I wanted to take this innovative thinking to another level. In prior courses, I had chosen to create strong branding characteristics through my use of copywriting within my advertisements. Specifically, I exhibited innovation by taking the idea of “talking trash,” relating it to my brand characteristic of the “alternative style,” and using it to promote the idea of eliminating ocean pollution.
This course has been one of the strongest for me. Although it was a course in which I wasn’t given any new assignments, the process is one that I will carry with me throughout my entire design career. I have acquired competencies through maintaining the diligence and passion to get to know the software. At times, I had to put in hours outside of the classroom in order to teach myself how to bring the visions I had to life. I also learned not to be afraid to fail. Most importantly, I learned the value of reiterating my work. This is one of the things I initially feared when starting this program. In life, at times, I may have been too sensitive and taken feedback personally. In this course, and this program overall, I have amazed myself at my abilities to receive and incorporate feedback. This is one quality that all designers must possess. Being that I will be creating solutions for clients, I have to be able to absorb feedback at all times. Not only that, but I must also be able to apply it.
This course has taught me the value of continuously reiterating my work. I have truly learned that the design process is often nonlinear. As I receive feedback and new inspirations, it is always possible to revisit design solutions and try out new things. This is particularly important to realize as Media designers who aspire to work within the professional media and design industry. This course has given me a first-hand look at what it might be like to work one on one with potential clients. It’s also given me the courage to not be afraid to fail, to see successes as failures, and to constantly search for new answers.
As I continue on my journey as a media designer, I will continue to be brave in my pursuits. I plan to increase my knowledge of the software and tools that have been presented, but I also plan to constantly revisit some of my design solutions in times where I may have been re-inspired.
I see the value in designers like Margo Chase and her Chase Design Group. I appreciate their insight, their design process, and their diligence to pass the torch and keep the exciting world in which right and wrong answers cease to exist alive.
Chase, M. (2008, September 04). Creative Inspirations: Margo Chase, Graphic Designer. Retrieved from https://www.lynda.com/Typography-tutorials/margochasegraphicdesigner/685-2.html
