January 27, 2013Comments are off for this post.

Design Criticism

Cassie McDaniel states in her article Design Criticism and the Creative Process the critique of a design project assists the designer and project by ensuring that the work that is being developed is on target for fulfilling the project’s ultimate goal.  Beyond this there are many benefits to the designer and the design process in general that goes beyond the on target completion of a single project.  This is an opportunity to have others become invested in the project, to have the designer and the design process seen not as a necessary evil, but as an integral part of the development process.  I have found this to be especially true in, in-house design departments where co-workers are pushed to use the team’s services, but have not been educated on the actual benefits of strong and cohesive design on the success of the end produce.  Early critiques also help to eliminate the amount of change orders that result when the project is “not quite right” by allowing for micro, or macro, changes throughout the design process.


McDaniel, Cassie (January 11, 2011). Design criticism and the creative process. Graphic design, creativity.  A list apart.  Retrieved on January 26, 2013 from http://alistapart.com/article/design-criticism-creative-process

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January 21, 2013Comments are off for this post.

Style Guides and Infographics

During this past week we delved deeper into the study of style guides and infographics.  I explored the style guides of Cunard, Think Brick, Channel 4, and compared what these guides included with that of Transfield Services, the organization that I worked at for six years.  Through this comparison I was able to identify some elements that were included in all of the guides as well as some elements which were in some and not others, but that I saw the inclusion of  to be beneficial .  The following items were included as standard elements: color, typography, logo (layout, correct and incorrect usage, and required clear space surrounding the logo), layout and application usage sample for the logo/brand mark, and images that would adhere the brand standard.  Items that were not included in all guides but would be beneficial to be included in a style guide include: copy-writing samples, tone of voice,  a more comprehensive explanation of the included images and what elements need to be present to ensure additional items would maintain the brand standard, layout grids (if applicable), and organizational history, values, goals, or missions statements.

 I worked on the development of an infographic for the campaign project this week.  I developed three wireframes with the start of a comprehensive style specifications section.

Version 1       Version 2                                                        Style Specifications                        


Version 3

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January 12, 2013Comments are off for this post.

Additional Research & Expanded Ideas

After examining the materials from this past week I have found the review and exploration of case studies both within the projects sector as well as looking at those in different industries can bring a great deal of insight as to how to approach a campaign issue.  I read through quite a few of the non-profit case studies during this week and have found some ideas on how to improve the deliverables for my campaign so that I can better meet the need of my client.

The organization needs to improve is new membership and member retention numbers.  After reviewing a number of case studies it is clear that a benefit focused marketing piece needs to be developed that can show potential members why they should join the organization (Red Rooster Group, Aug 10 2010). I have also been looking into utilizing a brand family with PRISMS to separate their educational material from the research and community services.  Looking at the implementation done by for the Grafton school helped to solidify some of the concepts that I’ve been considering (Red Rooster Group, April 5 2010). Although the organization is PRISMS is an acronym and the full name is found beside or below the existing acronym logo, I want to separate them.  The full descriptive name: Parents and Researchers Interested in Smith-Magenis Syndrome from the acronym PRISMS, allowing it to stand on its own.  I’m then wanting to color code the SMS of the logo to correlate with the service tag making a clear visual distinction for each section of the site.


Red Rooster Group. (August 10, 2010). How a nonprofit association improved its membership appeal. Retrieved on January 12, 2013 from http://www.redroostergroup.com/2010/08/10/how-a-nonprofit-association-improved-its-membership-appeal/

Red Rooster Group. (April 5, 2010). Updated brand unifies social service organization with three locations. Retrieved on January 12, 2013 from http://www.redroostergroup.com/2010/04/05/grafton/

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January 2, 2013Comments are off for this post.

TV Commercial…expanding target audience

I was watching television last night and saw a new commercial for Breathe Right strips. As I tend to live in branding and marketing land, it struck me how easily they had expanded their target audience. I was accustom to thinking of this product as a relief for snoring or other chronic breathing disorders, but this time its use was associated with colds. As a current sufferer of that particular malady it struck me as inspired. It’s a wonderful way of expanding their market place to all of us who would not normally purchase their product, but now would consider it when those dreaded seasonal colds made their appearance. I’m currently on the tail end of this cold, but I will keep this in mind when the next cold arrives at my door.

December 31, 2012Comments are off for this post.

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