Thumbnail Sketches for Thesis Site

Image Selection:

CST_Images  PS_Images  IT_Images  AC_Images



Layout 01

This type of layout uses a simple, centered design. The strength of this layout is that the text blocks create a focal point to help lead the reader through the page. Using a “strong visual can provide a powerful way to lead the reader…and also supplies a useful structural element around which to arrange the remaining content” (Hampton-Smith, 2018). The text will act as an over arcing block that will provide a container for the rest of the page. There will be a section of the written thesis followed by imagery that illustrates the points that are being discussed. By setting up the information this way, it provides both a written explanation and a visual to demonstrate a mastery in both the conceptual and the application. The images break from the single block setup to create separation from the text and create variation. By combining two types of grids it allows for mix matching which leads to a more dynamic but structured look (George, 2013). By placing the text in a larger block than the images it helps draw the reader to the text first. As they read, it will guide them to the related set of images. Then the next big block of text will bring the reader back to the next point. The way the Solving Problems page is set up is to reflect the design process. The first image shows an illustration of the development process with each image underneath it being an illustration of each stage being applied to the project. The Innovative Thinking page has the images set up so that a visual comparison can be made between the competitors’ work and the solutions designed to improve on those designs.



Layout 02

This one uses a two-column layout. Adding variation to the grouping of the images and text creates a rhythm that the eye can follow. By using variation in the columns “the voids between paragraphs, columns, and images help to establish the eye’s movement through the material, as do the textural mass of the words they surround” (Samara, 2005, pg. 22). The thinner columns also help to fit the images into the layout better. The text can make very solid blocks no matter the width of the column. The smaller columns help the images stay in line with the text by working with their portrait orientations. This eliminates space which will tie the topics to the imagery better. It allows for the text to explain the concepts then lead into a visual example. Then it will lead into an explanation of how this visual shows the concepts and transitions into the next topic. Using this approach helps with space in the Acquiring Competencies page. This needs to impart a lot of information without making it look like a massive wall of text. Pacing makes the difference for sustaining interest in a piece. It can be created “from variation in sizes and positions of images and typography as well as the amount of margin around each image” (Tondreau, 2019). By using an alteration of text to image and image to text it creates pacing for the page. This creates interest which makes it easier to get through the information. This principle is also used in the other pages because it helps break up the information with visuals.



Layout 03

This utilizes a three-column layout. This type of layout helps to separate out information and visuals but keeps it as a cohesive page. By focusing on the grid as a whole it creates a flexible template that can be used across the entire website. Grids help to maintain cohesion throughout layouts in multi-page projects without being the same (Tonge, 2018). The layout uses the audience’s natural instinct to read left to right. Columns are used to break up the information, but everything is kept in the same rows. This makes it easy for the eye to move across the row and move onto the next without confusing it with the information above. Adjusting the size of modules creates emphasis on information and creates a hierarchy (PR Newswire, 2015). This can especially be seen in the Innovative Thinking page. While the text is given the most real estate to explain the research and the concepts, the images are given a prominent spot on the page. This is to make it easy for the reader to compare the solution with the industry standards. On the Connecting, Synthesizing, and Transforming page, images 001-003 are meant to show how the color palette is extracted from the environment. So, these modules are given less space since the colors are more important than the details. This will show mastery because it surrounds the text with images that illustrate the concepts it is explaining without breaking up sentences too much. The images can also be used as a framing device like in the Solving Problems page. The framing separates the overarching ideas from the more individual arguments.



Layout 04

This uses a five-column layout to provide flexibility. It creates the most visual interest without losing organization. The position of elements creates a connection between them by using a structural reference that the reader can use (Hampton-Smith, 2018). Images and text are placed on the same rows to help tie them together. The variation in the image placement also helps to create pacing. The eye does not get bored going over the piece. It all uses a similar logic though, so the variation does not cause the reader to get lost and confused. This uses a combination of text and images to show mastery by not including superfluous images. The images chosen are either referred to specifically in the text or it uses a concept that is referred to. Captions will help illustrate this. For the Solving Problems page, it includes an image from an outside source. This is to visually demonstrate the design process and how iteration changes the flow. The rest of the images are from a project and illustrate each individual step and how iteration changed the designs. The Innovative Thinking features work from competitors. This is to visually establish the industry norm and provide a comparison for the solutions provided to the client. Using this grid also helps with the layout for the Acquiring Competencies page. A multi-column grid system “permits a designer to lay out enormous amounts of information…in substantially less time because many design considerations have been addressed in building the grid’s structure” (Samara, 2005, pg. 21). This structure allows for more competencies to be added if the mastery needs to be proven better.



George, J. (2013, January 15). Grid-Based Layouts 101 – DesignFestival. Retrieved from

Hampton-Smith, S. (2018, September 26). How to create balanced page layouts. Retrieved from

PR Newswire. (2015, March 20). Avatar New York Introduces the Top-4 Website Layout Trends in 2015. PR Newswire US. Retrieved from

Samara, T. (2005). Making and Breaking the Grid: A Graphic Design Layout Workshop. Gloucester, MA: Rockport.

Tondreau, B. (2019). Layout essentials: 100 design principles for using grids. Beverly, MA, USA: Rockport.

Tonge, L. (2018, September 25). 14 best-practice rules for striking editorial design. Retrieved from


Initial Questionnaire

Does having a calendar on the inside cover make this more appealing?

Definitely yes Kind of No opinion Not really Definitely not

This question was chosen because it asks the user about the importance of an element in the asset. This will help decide if the calendar is worth the extra $1.50 in the production cost.


Does this design give you a sense of the district?

Definitely yes Kind of No opinion Not really Definitely not

This helps gauge the effectiveness of the notebook’s design. It also explores whether the photos work to portray the district.


Would you use this item on a regular basis in your life?

Definitely yes Kind of No opinion Not really Definitely not

The benefit of the tote bag is that it can advertise the district in the surrounding areas. This only works if people are willing to use it though. The question helps gauge the usability.


Check 1-3 places you’d be likely to use this.

  • Grocery store
  • Farmers market
  • Garage sales
  • School
  • My workplace
  • My home
  • Other
  • I would not use this item

This also helps measure the effectiveness of the tote bag. By finding out where people will use the asset it will help give an idea of how often it will be seen.


Does combining a stylus into this pen make it more appealing?

Definitely yes Kind of No opinion Not really Definitely not

Picking a pen that doubles as a stylus helps incorporate the characteristic dynamic and gives the promotional item an edge. But again, it is an added cost and the design can be applied to a regular pen. This question helps gauge if the added cost is worth it.


Would you use this pen on a regular basis?

Definitely yes Kind of No opinion Not really Definitely not

This measures how often the pen will be used and therefore how much value it would have to the owner. The more value the more likely it will be kept around.


Do you like to decorate your gear with stickers/magnets (i.e. car bumper, bag, fridge, computer)?

Definitely yes Maybe No opinion Probably not Definitely not

This helps establish if the target audience is the type to decorate their belongings. By figuring this out, it will show whether assets like stickers and magnets would be effective.


Which two assets would you prefer to have the most?

  • Bumper Sticker/Magnet
  • Tote Bag
  • Pen
  • Notebook

This helps figure out which assets would be the most popular. This will help provide the client with insight about which assets to stock more of.


Do the asset designs seem to portray a friendly environment overall?

Definitely yes Kind of No opinion Not really Definitely not

This will help to identify if the designs used on all the assets are conveying the type of image the brand needs. If it isn’t then tweaks can be made.


Briefly describe what type(s) of feelings these designs seem to convey?



This also helps nail down whether the designs are portraying the type of community that the brand is. Since this is an open-ended question though, it opens it up to more perceptions I may not be aware of.

Research for Questionnaire

Target Group:

Ideal areas: Wichita, Andover, Rose Hill, Augusta

Enjoys being outside.

Enjoys walking or biking through urban areas.

Likes locally owned businesses.

Likes locally produced products.


Purpose of project:

The purpose of this project was to create a series of assets to help promote the identity of the Andover Strip. The Andover Strip is a district created along Andover Road that has a large concentration of businesses and residential areas. On top of having many locally owned shops, the Strip also hosts a lot of tent sales, festivals, farmers markets, etc. We created a billboard for the entrances to the area, pole banners, a bumper sticker/magnet, a pen, a tote bag, and a notebook. The assets need to look cohesive and convey the district’s identity.





Pole Banners



Bumper Sticker/Magnet



Notebook (5in x 8in)






Tote Bag


  1. Would you want to receive this notebook as a freebie?
Definitely yes Kind of No opinion Not really Definitely not

This is one of the more expensive items and will take up the most inventory space. This product will also only do its job of advertising the area if people want to keep it around. Personally, I am always excited to get a free notebook because I am constantly jotting down notes or drawing. But as Stone (2013) states, “[g]ood design is not about personal preference, yours or your clients…[designers] must reach past their own personal likes and dislikes to tap into what the target audience prefers”. This question measures how successful the notebook will be and give the client an idea about how many they should order.


  1. Does having a calendar on the inside cover make this more appealing?
Definitely yes Kind of No opinion Not really Definitely not

Adding a calendar to the inside cover will be an extra cost to production. So, before the client has ordered, it will be worth it to gauge if users even want it in there. J. O’Grady and K. O’Grady (2009) explain that surveys and questionnaires can help measure the users’ satisfaction with new products or features (p. 48). This question will gauge how successful the calendars can be. If the results show that people do not like the calendars or they don’t care either way, the client may consider leaving off the calendar and saving money on production.


  1. Does this design give you a sense of the district?
Definitely yes Kind of No opinion Not really Definitely not

The ultimate purpose is to get the notebook to remind people of the district. The road texture and the logo are meant to show the design identity of the Strip. The photos help to showcase the actual area. This way when they drive by/through people will see these same landmarks and be reminded of the brand. A questionnaire helps to “deepen the understanding of the product’s strengths and weaknesses” (Chisnell, Rubin, & Spool, 2008). By adding this question, it helps establish whether the imagery is helping build onto the identity.


  1. Would you use this item on a regular basis in your life?
Definitely yes Kind of No opinion Not really Definitely not

One of the reasons this asset was chosen was because of its sphere of influence. The idea is that after people receive this product, they will use it in other aspects of their lives. Including a question like this helps to gauge the users’ feelings and expectations about the product (Chisnell, Rubin, & Spool, 2008). By finding out how often this product will be used with help estimate the impact it will have in the surrounding communities.


  1. Check 1-3 places you’d be likely to use this.
  • Grocery store
  • Farmers market
  • Garage sales
  • School
  • My workplace
  • My home
  • Other
  • I would not use this item

The point of this question is to figure where and how often someone might use this product. Depending on where they use the tote bag may indicate how often they will use it and how often it will be seen by others. By structuring it into a checkbox answer it helps provide flexibility. As Martin (2017) explains “[o]pen-ended questions provide opportunity for depth of response, whereas closed-ended questions are easier to numerically analyze and communicate”. This system allows the best of both. By having users check 1-3 answers, it gives them some flexibility to answer this question according to the context of their own life. But because it uses a set number of possible answers it helps collect data in a way that is easy to measure. It is easy to calculate how many people checked Grocery store as one of their answers. It will take time to have people comb through a textbox to find out what people wrote.


  1. Does combining a stylus into this pen make it more appealing?
Definitely yes Kind of No opinion Not really Definitely not

The stylus/pen combo was to help give this promotional product an edge. Again though, this is an added cost and the client may want to use the design on a cheaper product. By using a Likert Scale, it helps to gauge the users’ excitement for this type of product. Harrison (2008) explains that providing a range for even single answer questions helps to eliminate confusion for people that may be on the fence. By having a scale that can show if people really like having the stylus, don’t care either way, kind of like having, etc. it can give the client an idea about whether the extra cost is worth it.


  1. Would you use this pen on a regular basis?
Definitely yes Kind of No opinion Not really Definitely not

Finding a design and product that people will use on a regular basis will help with exposure for the brand. Adding this type of question can help to establish not just the users’ first impression but how much value they put into the potential functionality of the product (Chisnell, Rubin, & Spool, 2008). Understanding this is especially important since pens are a common promotional item. By establishing how much the user would value this product, it could be indicative into how often they will use it compared to their other pens.


  1. Do you like to decorate your gear with stickers/magnets (i.e. car bumper, bag, fridge, computer)?
Definitely yes Maybe No opinion Probably not Definitely not

This is to measure how likely people are to use this product. It is important to understand not only the usability of the product but the desire to preform said task (Chisnell, Rubin, & Spool, 2008). If the group shows that they do not like to use these types of products, then it won’t be worth putting money into the asset past the mailing campaign. If they do, then investing in products that let them customize their gear would be a good option.


  1. Do you think this design fits in with the design of the other assets?
Definitely yes Kind of No opinion Not really Definitely not

This question is meant to figure out if this asset is cohesive with the rest of the assets. The position of this question is meant to be at the end of the assets that people can take home. This gives them an idea of what the rest of the collection looks like and if it seems like a piece that would fit in with the other products around their home. The Likert scale is good “for measuring opinions, attitudes, and beliefs, and consequently they are widely used for evaluating user satisfaction with products” (Preece, Rogers, & Sharp, 2011). This makes it a good scale to measure an answer that is more than yes or no.


  1. Which two assets would you prefer to have the most?
  • Bumper Sticker/Magnet
  • Tote Bag
  • Pen
  • Notebook

This is meant to indicate which assets would be more popular and where the client should focus production costs. This plays into understanding not only the appeal of the product but the desire to actually use said products (Chisnell, Rubin, & Spool, 2008). By figuring out which products would be more popular, the Strip can figure out how much to stock. This can also set up which assets to update as the brand evolves in the future.


  1. Do you think these banners would add a higher quality to the area?
Definitely yes Kind of No opinion Not really Definitely not

Since these will be displayed throughout the district it is important to understand if these add to the district or hurt it. Establishing the first impressions can help to prime the group for the usability stage (Chisnell, Rubin, & Spool, 2008). This is important since the questionnaire will be targeted at people who live in the area and are likely to come to the district.


  1. Would this sign catch your eye while driving or stuck at a light?
Definitely yes Kind of No opinion Not really Definitely not

This is to establish how well this sign would work to catch attention. It also measures how interesting they find it. This particular asset went through a lot of redesigns so checking effectiveness is important. A questionnaire can help clarify, confirm, and shine a light on potential issues (Parker & Rea, 2014). This question will hopefully show if this design still has issues.



  1. Do the asset designs seem to portray a friendly environment overall?
Definitely yes Kind of No opinion Not really Definitely not

I added questions about the designs of all the products after having the user examine each one to help establish their understanding. Earlier questions can influence later questions (Preece, Rogers, & Sharp, 2011). By having users analyze each individual asset first they now have an idea of their impact and interest. This will help them analyze how they work together better.


  1. Do these assets seem like they come from the same type of community?
Definitely yes Kind of No opinion Not really Definitely not

This is to test the overall look of the collection. Now that the user has looked at each individual piece, they can better analyze how they all fit together. Having this set up as a closed question helps to establish clarity. Parker and Rea (2014) explain that “[a]nother advantage is that the fixed list of response possibilities tends to make the question clearer to the respondent”. So, this will help the user narrow down their thoughts.


  1. Briefly describe what type(s) of feelings these designs seem to convey?

I picked this type of question because it allows for a wider range of responses. And as it is stated in Learning Design Research open ended questions “give users the ability to elaborate or respond in a way that we might not have predicted” (Acayo & Schwanbeck, 2015). This will help make me aware of any perceptions that I did not anticipate. I only included one open ended question so that participants don’t feel over worked and so it won’t take as much time to analyze the data.



Acayo, P., & Schwanbeck, A. (2015, February). Learning Design Research. Retrieved from

Chisnell, D., Rubin, J., & Spool, J. M. (2008). Handbook of usability testing: how to plan, design, and conduct effective tests. Indianapolis: Wiley. Retrieved from

Harrison, C. (2008, November 3). Harvard University Program on Survey Research. Retrieved from

Martin, B. (2017). Pocket universal methods of design – 100 ways to research complex problems. Rockport Publishers Inc. Retrieved from

O’Grady, J. V., & O’Grady, K. (2009). Designers Research Manual: Succeed in Design by Knowing Your Clients and What They Really Need. Rockport Publishers. Retrieved from

Parker, R. A., & Rea, L. M. (2014). Designing and conducting survey research: a comprehensive guide. San Francisco: Jossey-Bass. Retrieved from

Preece, J., Rogers, Y., & Sharp, H. (2011). Interaction design: beyond human-computer interaction [3rd Edition]. Chichester, West Sussex, U.K.: Wiley. Retrieved from

Stone, T. L. (2013, September). Running a Design Business: Creative Briefs. Retrieved from


Andover Strip Debrief

What was the original Problem to be solved by creating new identity branding? Has the purpose of the brand been met in your materials?

The original problem was that Andover needed an identifiable district that would pull more of the through traffic into the businesses. Previously, Andover was only seen as a suburb of Wichita. Its biggest pulls were that it’s one of the best places for home ownership and the school district does well. These are good benefits for permanent residents but there wasn’t a lot to pull in people moving through the area. By creating the Andover Strip, it creates a place that will persuade people to stop by. The city has the amphitheater but that can only be used a few times during the warmer months. The YMCA is also a big pull but the range of people it appeals to is limited. The Andover Strip creates something that can be promoted and utilized all year round and it gets the local businesses involved because more people coming to the area means more customers. The purpose is met in the materials because one: it introduces the district to people and two: assets like the billboard and notebook can actively show images of the area and its amenities.


Will the brand identity and asset designs be perceived as appropriate to the brand attributes? What aspect(s) of the design, specifically, make it so?

The designs play on warm by using bright colors and imagery of the sun. Familiar and authentic is shown by using images or graphics showing the community. Dynamic is shown through use of the strip itself and using lines and shapes that resemble a strip of road. All the assets also stick closely to the color palette which helps establish a visual identity.


Does the design convey the intended message? If so, explain how. If not, how might this be corrected?

The designs convey the intended message that this district is a warm and friendly place. One way this is done is through the imagery of the logo. The sun portrays warmth and the rising sun creates an uplifting feeling. The other design elements used in the assets make sure to use saturated colors to make the pieces bright and colorful.


Are the media choices effective in sharing the community’s brand? Explain how the design leads to increased interest or better visibility.

The signs are effective because they use bright colors to grab attention as people drive down the streets. The rest of the assets are objects that will be highly visible outside the community or will change hands. Items like the bag and the sticker will be seen by the owner’s sphere of influence when they use the bag at the market or drive around with the sticker on their car. The pen and the notebook serve as a constant reminder of the district as they are kept on a desk or carried around for notes. A pen is also something that is shared or borrowed. The designs use the name of the district and the logo in prominent places to help build recognition.


Is the design expected or unexpected? Is that good or bad? Explain why.

The design is a bit unexpected. The core of the brand has remained fairly consistent in that it focuses on promoting the compassion and empathy that the businesses and people have for their community. How it evolved visually was unexpected though. Originally to tie in the fact that the area promoted movement and that it was dynamic, I was going to incorporate more curves into designs. During a brainstorming session though, I came across a logo design that looked good but used straight lines. This meant I had to adjust the visual identity accordingly. This is good because these are what the early stages are meant for. The first idea is rarely the best. So better if solutions are found during the development stages they should be implemented. It is better to experiment now rather than after the assets have been implemented.


Is there anything about the design that should be finessed, adjusted, or reconsidered?

I would add a wider range of custom graphics. Using photos works well to familiarize people with the area. Custom graphics though work for projects that need simplicity or good contrast. I would also incorporate more simplicity into designing the assets. I would try to use space more effectively and keep design to one or two elements rather than just trying to stuff the canvas.

Andover Strip Media Assets Draft 01

Bumper Sticker/Magnet


This uses the characteristics warm and authentic. It is warm by using the sun as the focal point. It also does this by making the tagline a prominent part of the design. The tagline implies that the Andover Strip is the center for business. But the heart can also imply that it is the emotional or more caring side of business. It is a warm and friendly place. They care so business owners will be authentic and up front.

The visual identity of this asset is compliant with the brand because of the form and color. The form is kept consistent with the brand fonts and with the use of similar shapes (like the sun). The colors also help tie it in because it is able to utilize the full color palette.

This asset is similar to the tote bag, the pen, and the notebook. Because of the limit on space it was important to just put the most important aspects of the brand on display. This provides the logo, the tagline, the number to the information center, and a general location. Due to their small size and manufacturing cost, these would be an ideal item to include in a mailing campaign to introduce the area. Since the brand will have little recognition power at first it is important to provide information that people can quickly deduce about the location. And since this can be printed in full color like the notebook the brand color palette can be incorporated.

Using these kinds of assets are a benefit because they are often cheap to make and can be mailed out. Near the launch of the brand it would be beneficial to mail residents in the surrounding area about the new district. This would bring attention to the area and act as an introduction. In an article written by Ott she states that “[a]dding a reasonably priced promotional product to a direct mail promotion usually generates far greater response rates, which reduces the cost per unit of the mailing and increases your success”. Adding a tangible item like the bumper sticker or magnet would help give the start of the brand a bigger impact.



This asset promotes the characteristic dynamic. This design can be applied to any pen product but the pen I have picked out here also doubles as a stylus. It not only adds to the usefulness of the asset, but this represents how dynamic the Strip can be.

After looking at various sites that make custom promotional items, the pens only allow the use of one kind of ink. So, I had to convey the visual identity through shapes and forms. By picking a blue pen, it will still stay in the color palette. Space is also limited on this item, so it is important to get the point across. This item promotes the logo, the name, and the tagline. Since this is not an established brand yet, it is also important to give people a way to find out more. The number will connect them with the information center in Andover where they can learn about the district.

The pen is visually similar to the tote bag, the notebook, and the bumper sticker/magnet. All these assets had limited space. So, they all feature similar arrangements of the important information for the brand.

This pen can be paired with the notebooks or handed out on their own. The article, The Pros and Cons of Promotional Products states that pens are often shared so they are passed around between many hands (Richard, 2017). This helps with exposure which will help the brand get on its feet within the surrounding communities. Pens are also one of the cheaper promotional items to make so it will be easy to make a large amount.


Pole Banners

These banners stick to the brand by employing the familiar and warm characteristics. It shows that the strip is a place of business, but Family is put in a different color to give it importance. Yes, the Strip wants your business but it also values family, so owners won’t screw you over just to make a buck. It also uses dynamic because of the winding road. It implies movement and that there are places to go.

One way they stick to the visual identity is through their focus on business. The left side uses imagery of the businesses. The right talks out how there are shops and there are restaurants to spend your time at. Another way is that they tie in characteristics of the road itself. They have the road winding through the image and the logo plays as a focal point.

The pole banners are closely related to the signage. Since the pole banners and the signage had a chance of being displayed close together, it was important they shared a similar visual identity. They use gradients and the same road motifs.

This type of asset is handy because once the hardware is set up, they can become places to advertise dedicated to the district. At the start these banners can be used to map out the district so people know how far into Andover the district stretches. This will help people understand the district. And since the hardware is installed the banners can easily be switched to be a highly visible advertisement for special events, tent sales, or individual business (AMI Graphics, 2017). This type of flexibility will allow the advertising to change as the brand changes. For these particular designs they would act as an introduction to the brand/area. They can either be displayed together or the green one can be displayed on its own. The green one acts as a “Hello my name is…” and the orange one explains the strengths of the area.




The characteristic warm is shown through the use of the bright coloring and the emphasis on family in the word set. Familiar plays a part by using images of the area so that you already have an idea of the districts look before you get there. The winding road plays on dynamic by implying motion.

This communicates the visual identity by its use of color and the imagery. The colors are bright and warm. It also uses the road motif and the asphalt texture to help tie in the strip of road. The images of the area focus mostly on the business part of the community.

The billboard most resembles the pole banners and the notebook. The banners both use the road motif. It is similar to the notebook because they use the same background and they both incorporate images from the area to help with recognition.

Signage like a billboard has the ability to advertise to people while they are one the move or while they are stuck at a light. The way this advertising works differently from other forms though is that creativity is not enough. A study found that because the viewer’s attention can easily be focused somewhere else, the signage needs to also be conspicuous (Wilson, Baack, & Till, 2015, p. 255). This design does this by using a bright yellow to draw the eye.


Tote Bag

The tote bag shows the brand characteristics authentic and familiar. Again, this design can be applied to any bag but the bag I have chosen for the example (and often the cheaper of the options without losing quality) is a canvas bag. Using quality fibers helps promote the idea that the district deals in authentic, natural products. It plays on familiar by offering a service where it can. It can be used for events in the Andover Strip but it can also be used in other aspects in people’s lives.

This stays within the visual identity of the brand by using fonts and forms that are used throughout other design elements. Since space was limited, and this is an item that will have a lot of exposure, it uses the logo in a prominent place to help give the logo exposure and eventually recognition.

This item is visually related to the pen, the notebook, and the bumper sticker/magnet. It is mostly closely related to the pen because they share similar limitations. Both can only be printed in one ink color. But since this asset’s dominate color is white, this imagery is a reverse of the pen which has blue as the dominate color.

Andover Strip offers many events like festivals, tent sales, farmers markets, etc. Individual stalls will sometimes offer their own bags but by the end of an event, you can be left carrying over a dozen of bags. This tote bag solves this problem by providing a single vessel to carry all these products. It is also a popular freebie item because people have use for them in other parts of their life. This is especially true in states that are getting rid of plastic bags. Alderton (2010) writes that the tote bag is such an effective branding opportunity because people use them so often at other events/meetings or as everyday briefcases. This leads to other people seeing the brand outside of the district. This then leads to better exposure.



This asset promotes the characteristic of dynamic and familiar. The inside cover of this notebook can have a calendar printed on it. So not only does the journal part have dynamic uses but it can also double as a calendar where they can mark special dates. In an ideal situation, they would use the calendar to mark special dates for events happening in the Strip. It uses the characteristic familiar by keeping notes for the user and by being an asset that is used often.

This asset is able to be printed in a full color so is it is able to incorporate the full brand color palette. It also incorporates images that promote the business side of the area. The asphalt texture and the banding helps incorporate imagery of the strip of road.

This asset is visually similar to the pen, the bumper sticker/magnet, and the tote bag in the arrangements of the logo, tagline, and number. But this asset does not have the same printing limitations as the other products. This product allows for full color printing. So, I was able to incorporate elements from the other assets. It is able to tie in the gradients and textured backgrounds.

The advantage of the notebook is that it combines traditional advertising with functionality. McMarthy and Fram (2008) conducted a study where promotional items that integrated traditional print advertising into their forms had increased brand engagement and retention. The cover of the notebook features images of the area with an emphasis on the businesses. So, it acts as an advertisement and a visual reminder of those areas. Another benefit is that it incorporates a calendar into the cover. The problem with promoting a calendar on its own is that it only has a certain window of usefulness. By putting it into a notebook, even if the calendar expires the notebook can still be used. This will cut down on wastage in case they do not unload the items quickly.



Alderton, M. (2010). Conference Bags Top List of Promotional Items at Events. Successful Meetings59(8), 8. Retrieved from

AMI Graphics. (2017, March 16). Practical Branding with Pole Banners. Retrieved from

McCarthy, M., & Fram, E. (2008). Synergies of Promotional Products and Print Advertising in Building Brand Equity for a New Brand. Journal of Promotion Management14(1/2), 3–15.

Ott, B. (2001). Keep Your Name out Front. On Wall Street11(2), 62. Retrieved from

Richard. (2017, August 17). The Pros and Cons of Promotional Products. Retrieved from

Wilson, R. T., Baack, D. W., & Till, B. D. (2015). Creativity, attention and the memory for brands: an outdoor advertising field study. International Journal of Advertising34(2), 232–261.

Andover Strip Logo Refinements



LogoDev 009

09 Rationale

This logo was chosen because it ties the district to Andover. Airey (2015) explains that making a logo relevant is important for creating connections to the client and differentiating it from competitors. The city of Andover uses a sun as the main part of its logo. By combining the sun with the strip of road it helps to establish the connection between the road and the city. Even if the words are removed the imagery still has the Andover sun raising over Andover Road. So, the design is not dependent on having the title there to explain the location. It also uses Airey’s (2015) concepts of thinking small and keeping it simple. Since this logo will be reproduced over a variety of products it still needs to be recognizable at different scales. The way that the road is set up, it is meant to also double as another set of rays for the sun. So even if it is scaled down, the overall shape still stays intact and does not get muddled. It also uses simple shapes to not over complicate the piece. This way it is easy to reproduce. And as Airey (2015) explains simplicity helps with recognition and gives the design a better chance at enduring quality. This logo communicates the brand characteristic warm by using the sun. By having the sun peaking over the road, it helps create the sense of new beginnings. It also helps the characteristic of being dynamic by adding the road. This implies movement and that there are places to travel. In Essential Elements for Brand Identity: 100 Principles for designing logos and Building Brands it explains how “the overall shape of a logo becomes a recognizable identifier for a brand” (Budelmann, Kim, & Wozniak, p. 32). Logos in Wichita primarily use circular logos. The logo for Andover though and many businesses in the district use rectangular logos. So, by using a logo that uses more of a diamond shape, it helps tie it to the area. The three competencies I used for this project include using simple shapes for communicating ideas, how to use primary external shapes to tie in the brand identity, and how to make a logo relevant to not only the community in the district but to the community in the city.


LogoDev 011

11 Rationale

This logo focuses on the district. The A is there to tie in the identity, Andover Strip. The strip of road is drawn so that when combined with the A is looks like an R. Both the imagery and the abbreviation of Andover Road help tie in the location. This set up helps with supporting one of Airey’s design guidelines, commit to memory. By tying in the location visual and with the abbreviation it helps the viewer remember not only the brand but the location of the brand. The simple shapes also help the viewer remember the logo and it focuses on one thing, the physical attributes of the area, to avoid confusing the viewer (Airey, 2015). It promotes the characteristic of being dynamic by using curves and a winding road. The curves help move the viewers eye through the piece and the road helps to imply movement. This logo combines using an icon and a wordmark to help combine abstract imagery with a descriptive medium. As Adams (2015) states in his lecture the goal of combing icons and wordmarks is to create “a unified logo that feels harmonious and connected”. The icon uses imagery to help promote the brand as stated before. The wordmark continues this by using similar shapes and curving lines to imply motion in a similar way that the imagery does. So, not only do they both comply with the brand, but they are also cohesive with each other. This logo stays distinctive from other logos in the area by depicting the area without using a frame. In both Wichita’s Old Town logo and the logo for the city of Andover they use frames to create a type of crest look. The Old Town logo draws the area inside a circle. The Andover logo uses a trapezoid to frame in the sun and cloud. This depicts the road by incorporating it into the overall silhouette. This creates more of a unique silhouette that will not be confused with other areas. The three competencies I practiced in this logo was how to combine the old identity (Andover Road) with the new one, how to incorporate icons and wordmarks in a cohesive fashion, and how to use silhouettes to the logo’s advantage.


LogoDev 037

37 Rationale

In many of the interviews conducted, one of the common reasons people came to the area was for the human factor. This was reflected in other research like online reviews for the local businesses. If someone forgot their wallet sometimes a business would take an IOU. In another case, a customer spoke about how they enjoy the craft store because it offers workshops where they can socialize with other crafters. Other reviews mention how they enjoy certain restaurants because it is close to the local YMCA. So, after working out with their friends they can then go get lunch or coffee together. This logo was chosen because it incorporates the compassion in the area. Müller (1996) writes that through a “handling of visual input it is possible to convey enormous amounts of information in a very condensed space by distributing it on conceptually and visually different levels” (p. 9). It represents the name by having the A and the S. The way that the A and the S are connected though helps to create a heart shape. This promotes the brand characteristics that show the district is warm, familiar, and authentic. The people here care. By representing these characteristics with a heart, it keeps the logo flexible so that if the types of businesses change or if a new one comes in, they can be incorporated into the brand. All businesses want to have good customer service so by targeting the logo on compassion it makes it so community businesses don’t have to change their own identities to be cohesive with the district’s brand. It also ties in the characteristic of dynamic by using curving lines and using the combination of shapes to convey three things at once. Poulin (2018) explains how the use of curves can lead the viewer’s eye through the piece. So, using curves in the logo and the font help create this dynamically. This logo uses Airey’s principle by keeping it simple, being distinct, and making it relevant. The logo only uses lines to create simple shapes that will be easy for viewers to remember. It is also distinct because it communicates compassion and togetherness without using a circle as the primary shape. In the lecture Branding for Designers, it explains that almost everyone wants to communicate community and interconnectivity, because of this an over saturation of merging circle logos have emerged in logo design (Adams, 2015). This logo is able to communicate the idea of a caring community by using a line that weaves into itself. This primary shape also stays consistent with the primary shape for the city of Andover. This keeps the logo relevant. By keeping these two consistent it helps give the city a sense of ownership over the area. Yes, the Andover Strip needs to be a distinct district but at the end of the day it is the city and the surrounding area that needs to promote the identity. The Strip itself won’t have the budget or the power to do it by themselves. The three main competencies I practiced in this assignment was being able to use design as a short hand for communicating many concepts, being able to communicate a common brand characteristic without being repetitive, and keeping the brand flexible by using an incorporeal value.



Adams, S. (2015, March 27). Branding For Designers. Lecture. Retrieved from

Airey, D. (2015). Logo design love: A guide to creating iconic brand identities. Berkeley, Ca.: New Riders.

Budelmann, K., Kim, Y., & Wozniak, C. (2010). Essential elements for brand identity: 100 principles for designing logos and building brands. Beverly: Rockport.

Müller, P. (1996). Communication through Graphic Design. Cross-cultural Communications. Retrieved from

Poulin, R. (2018). The language of graphic design: An illustrated handbook for understanding fundamental design principles. Beverly, MA, USA: Rockport.

Andover Strip Logo Concept Sketches


In what ways did your research inform this ideation process?

The first decision to make was where to focus the design. In an article titled How to Design the Perfect Logo for Your Company, the authors explain how conceptualizing can be helped by writing down a list of associations related to the brand (Morgan & Chavez, 2017). So, the associations I focused on were the directive words, the road, the road’s name, the city of Andover, the district name, and the businesses. After I had topics to base designs on, I tried to keep the designs simple and played with shapes that could convey the ideas. I tried to stay with these simple designs because as van Grinsven and Das (2016) states, logos with simple designs have better brand recognition in the start of its life (p. 261). This equalizes out for complex logos with repeated exposure, but repeated exposure could be an issue due to budget restraints. So, while a few logos experiment with complexity, most use simplicity.


In what ways can you be confident that the selected logos will effectively communicate the brand identity?

The logo designs focus on either ideas integral to the district or physical representations that are recognizable. One of the biggest appeals of the area was the human factor that people experienced while shopping here. Owners and employees got to know their customers and they did what they could to help them, even if it meant sending the business to somewhere else or taking an IOU. This familiarity and warmth is shown in number twelve with the shaking hands and the heart/letter combo of designs thirty-three through thirty-seven. These designs were meant to promote the human aspect of the area. As Airey (2015) explains making a design relevant does not always mean explicitly picturing what they do so using these incorporeal aspects help communicate values and feelings. Business is also a strong part of the district’s identity so some designs (fifteen, twenty-five, and twenty-six) focus on this aspect. The designs also use physical representations to help with recognition like the road or using elements of the Andover logo to help tie it to the community. The area has been called Minneha and Cloud City in the past, so these have also been used as design aspects. This is shown in the cloud designs and the drop of water design in number 40 (Minneha means laughing water).


In what ways are your solutions unique, or innovative, by comparison to existing logos found through research that represent near and competing locations?

While the Andover Strip is part of Andover it is still important to set up an identity different enough so that the two are not confused. While some of the logos incorporate elements like the sun or the clouds, it stays away from similar arrangements or shapes. It also incorporates the strip of road so that the location is always tied into the visuals.

Andover Logo
Andover City welcome monument with logo

It differs from Old Town and from Bradley Fair because the Andover Strip logo designs aim for simplicity. The area will be at a disadvantage budget wise compared to Old Town and Bradley Fair so these logos need simple designs that can be picked up quickly. The business development expert Karl Talbot was quoted as saying, “[a] memorable logo might be deceptively easy…[s]imple is easy to recognize and remember” (PR Newswire 2013). By using simplicity in the designs, it helps give the Andover Strip an edge against these competitors. The Old Town and Bradley Fair logos try to communicate a celebratory feeling with the confetti and bright colors. These brands focus on the livelier aspects of socializing. The Andover Strip logos focus on more relaxed and familiar tones.


What difficulties did you encounter within this concept sketching process?

The main difficulty with designing concepts was deciding whether to base the designs on values or physical attributes. Basing a design on what the district values or main concepts about the area helps promote what they stand for or how they will treat visitors. With a new brand though, recognition can be an issue so using physical attributes like the name and land marks can help with recognition. With designs that use incorporeal topics like familiarity and business, I tried to incorporate the strip of road to help tie the idea to the area. Another difficulty was trying to incorporate Andover into the logo without making it look like a logo for the city of Andover. Again, I tried to incorporate the road or the street name into the design so that the logo stays focused on the area rather than the city.



Airey, D. (2015). Logo design love: A guide to creating iconic brand identities. Berkeley, Ca.: New Riders.

AndoverKS. (n.d.). Andover Monument [Monument of Andover, Kansas welcome sign]. Retrieved from

Bradley Fair. (n.d.). Bradley Fair Logo [Logo for the Bradley Fair area]. Retrieved from×300.png

Morgan, D., & Chavez, A. (2017). How to Design the Perfect Logo for Your Company. SDM: Security Distributing & Marketing47(5), 50. Retrieved from

Old Town Logo [Logo for the downtown area Old Town]. (n.d.). Retrieved from

PR Newswire. (2013, May 29). Logo Design is Vital to Brand Recognition and Marketing Strategy in Today’s Market, Karl Talbot Offers Tips. PR Newswire US. Retrieved from

van Grinsven, B., & Das, E. (2016). Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude. Journal of Marketing Communications22(3), 256–270.

Storyboard for Dynamic Vision Board


Static Vision Board:


This is a vision board for Riga, Latvia using the theme Cultural Crossroads. The idea of the theme is opposing or changing ideas, coming together. A balance between differences. The layout shows this by using lines to section off the board and lead them towards the center. By using a modular grid, these sections are broken up further. With the textures and images, they are given their own “crossroads” that meet. These lines also work to lead the viewer through the piece to the titles. As Czarnechi (2018) states, “[o]ften, the focal point is implied by the text, but you can pronounce it with a graphic. You can also use simple shapes and rules to draw attention to the text or balance the page”. This is shown with the shapes that spiral inward. The colors were chosen to reflect the crossroads theme because of how they can be played off each other. The blue-green color has enough green in it that it can complement the red-orange. It also has enough blue in it that it can also compliment the yellow-orange. By using near compliments, it plays on the idea of opposing ideas working in a cohesive scheme. It also provides contrast and as Krause (2016) explains, “[c]lear value differences between a layout’s components are what allows them to stand apart from each other”. The shapes chosen are aspects that reflect Riga’s older visual identity and its newer one. The elements are meant to be combined to be a balance of heritage meeting modern.



It opens with Riga on a decorative circle. The rings rotating in opposite directions. This then flies into the sky with rays radiating out from it. Clouds come in from the sides but do not interfere. As the rays rotate, they reveal significant words for the campaign and an aspect of the city that reflects these sentiments. It goes through Harmony with the National Opera and Ballet House. Then Proficient and Free come to meet with The Academy of Science and the Freedom monument under them. On the next rotation Heritage with the Railway Bridge and Metropolis with the Vanšu Bridge meet. From there, the viewer travels down the river. As they go down the water morphs into cobblestones. The road flies by and the font choices float next to the path for a moment. Eventually the path comes to meet three others creating a crossroad. From this crossroad, four frames spring out and show the differing aesthetics and ideas that exist cohesively in the city. They then travel on with the path building itself further forward. The path meets again with three others creating a roundabout. The colors that represent the campaign swirl together in the center. After a moment the center flips like a coin and decorative frames come towards the center. The center then shows a circle with Riga written at the center. It is similar to the first except modified with different embellishments.


Voice and Tone

Metropolis, Heritage, Proficient, Free, Harmony

NOT Urban, Ancient, Competent, Frivolous, Amicable


Riga has been the center for travel and trade for a multitude of centuries. This has created an identity that is Latvian culture with a foreign flare. The voice and tone should be a reflection of the city’s collaborative and transformative nature. We have a long heritage, but this should be treated as an entity that is alive and thrives today. It is not a dry history book. Buildings like Jacob’s Barracks and St. Peter’s Church have transformed from their original purposes and become part of the city’s modern heartbeat. The history is a heritage that lives through the people and their work. Our culture and skills have brought us to the world stage. The language should be grand and glamorous like the opera. Evoke the same graceful elegance as the ballet or the Jugendstil styled architecture. All the ethnicities and art forms that have blended over the centuries have created a freedom of expression that was hard won. The tone should not be rigid and filled with pomp. It needs to allow for a certain flow and creativity. Like Riga all these elements and backgrounds should combine and mingle to create a harmonious voice that balances it all. A meeting of ideas and styles.


Thematic Statement

The central theme of this campaign is Cultural Crossroads. Heritage meets metropolis, old traditions meet new innovations, opposing ideas meet to create a new balanced creation.


Week 1

Storyboard Rationale


Connecting, Synthesizing, and Transforming

The main style I am using for the Dynamic Vision Board is a simplified cartoon graphic. I will only use photos as supports and to demonstrate what the imagery will look like. As Wisslar (2012) describes, “[a]bstract imagery focuses on form, shape, and color, often with the intent of purely conveying mood or visual interest”. The theme is about crossroads which plays on the visuals of a roads. This uses clean lines which will transfer best to a simpler style that relies heavily on lines. It is important to tie the visual style to the theme to create the rules for the style. Blazer (2015) suggests that creating a set of rules for the design will help make scene look cohesive. This will also help form a fingerprint that viewers can tie to the campaign.

Problem Solving

A design problem with this project was portraying the idea of a crossroads without sticking to one radial layout. The problem was solved by thinking of the ideas traveling on a path and changing the perspective. The first shot starts and ends with the radial layout. Then the ideas are put on a path and the viewer sees them meet by coming in from the sides. Then the view moves to a top down view. All of these show ideas coming together but by changing the perspective, it changes the layout.

Innovative Thinking

This animation is different because it uses the theme of Cultural Crossroads and follows along a path to these crossroads rather than using a fixed viewpoint. In the animation done by Giant Ant for Men’s Health, scenes move around, and the bean goes on a “journey” but the camera still feels very fixed. This animation will focus on motion and the feeling of coming to a waypoint.

Audio Identity

The audio identity will be more of a classical type of music. This will incorporate elements of the opera because song is such an important part to Riga’s identity. Also, if it is combined with modern looking graphics, it will help enforce the theme.



Blazer, L. (2015, November 19). Animated Storytelling: Simple Steps For Creating Animation and Motion Graphics. Retrieved from

Czarnecki, L. (2018, November 26). 7 Essential Typographic Layout Systems – Type365 Lucas Czarnecki. Retrieved from

Giant Ant, & Philpott, C. (2019, May 06). Retrieved from

Krause, J. (2016, February 10.). Color for Design and Art. Lecture. Retrieved from

Wisslar, V. (2012, July 24). Illuminated Pixels. Retrieved from