Here is a collection of my master’s work at design akademie berlin. It was an enriching experience and I learned a deeper understanding about design thinking and understanding the user’s needs through my course work.
In the first semester I developed a brand for whiskey, based on the personality of a television character, Daryl Dixon from The Walking Dead, through background research.
I created a mission, vision, and values for the brand through research.
Mission: With passion, love, and triumph, we create the best tasting, fairly-traded
and sustainable, whiskeys that exceed our customer‘s expectations.
Vision: Our distillery will change the way you think about whiskey. We will become
the most valued brand to whiskey drinkers, by delighting and opening
our customers mind through our aromatic, flavorful whiskeys.
Values: We value the determined, southern spirit; reflecting it in our hand-crafted,
Georgia-made whiskeys. Through heart, fierceness, and honesty, we
accomplish this and deliver distinctive tasting whiskeys to our customers.
I designed a logo with several touchpoints, a flask, a jug, a whiskey bottle, and letterhead to reflect the mission, vision, and values of the brand and television character.
In the second semester I designed a logo and an augmented reality app for main and obscure landmarks, translation, and train ticket purchases in Berlin after researching quantitatively and quantitatively.
Also in the second semester I created an identity and touchpoints for a self driving car service. I used extensive research with design thinking tools, such as desk research to understand, making personas, determining potential target groups, and creating a day in the life in order to empathise with the user, as well as mind maps, and brain writing.
The curve in the logo represents the brand essence, harmony, like a music wave. The letters merge together reflecting the seamless value of the brand. A bold turquoise was chosen showing our value: vibrant. A blue gray was used as a secondary color so the turquoise would stand out. The “i” signifies someone being carried. There is an open space on the “d” to make it legible.
The visual identity then led to the invitation card, complementing the identity and logo.
The brand identity wheel reflects the brand core with 3 values and 3 words describing each value with visual representations.
In the third semester, my challenge was interconnecting technolgy with people who feel homesick, giving them a sense of purpose. Through creating personas, interviewing and using design thinking tools, my solution was intense activity = forced relaxation. I designed a boot camp app to bring homesick expats together. Users are rewarded with a bead each meeting to form a bracelet. The user chooses the color of the bead corresponding to their mood after the session.
Pastel blue and purple were chosen for the logo to invoke a soothing and calming mood. The circles and flower represent the feeling of being balanced and centered after the user completes an activity or a boot camp session. The logo is similar to the ying-yang symbol. A simplistic sans serif font, Avenir, complements the form of the logo.
Users can choose from six different trainers, talk to a trainer for advice, and set their mood to a color. Other options are measuring the user’s fitness level by asking them questions and a point system that transfers to beads. There are also links to video demonstrations of the exercise when the trainer suggests an activity to do based on mood. The user will also hit a button after each exercise for confirmation. They can also find users nearby and join an activity such as meeting for coffee or a picnic. Also, there is a messaging function where users chat with each other about their problems showing empathy and users can search for an activity. There will be a weekly meet up for a bootcamp and users receive a bead that they choose of the color of their mood after each session for motivation.
For my thesis I created a brand identity and an exercise to help autistic children cope with their disorder better by incorporating art therapy through research, interviews, and using design thinking tools such as personas, POV, Venn Diagrams and a User Journey Wheel.
I created a minimalistic, multi-colored, geometric logo to reflect the different colors associated with the different senses and the simplification of the feeling of being overwhelmed by the senses. The geometric shapes of paralelograms and triangles into a building block reflect the creation process of the figures.
In the exercise, in the first step, there will be a choice of three types of music to listen to, classical, pop, and rock. This selection was based on my interviews with music therapists that autistic children like classical music because the music rhythm matches their body rhythm of their heartbeat. And children prefered pop and rock also in my interviews.
The second step will explain the activity with visuals
drawn on the board for examples. Next, they will paint the box that contains all the art supplies for the activity to their preference so the children will have something they can take away and store their treasures in. Then there will be a 10 minute movement break before the children sculpt figures from the five senses or as needed.
There will be a song of the steps for sculpting to help the children remember. The children will be given a small amount of material and told it must fit in this small box in order for the figures to fit on the keychain, necklace, or bracelet.
‘Close your eyes.
Think of a fun time with sight.
What do you see?
Make what you see.’
And repeated for sound, taste, touch, and smell.
Each sense will have a different color to help the child remember which figure corresponds to which sense.
The colors are chosen to represent each sense based on red for the tongue for taste, blue for eyes for sight, orange for a strong sound, pink for a nose for smell, and green for touching the grass.
After they make the figures representing the senses, the child chooses a keyring, a necklace, or a bracelet. Then it is set to the type of music chosen and a song to remember how to use the figures.
There will be another 10 minute movement break as needed and then the teacher will teach the children the song of how to use the keyring, necklace, or bracelet.
When you feel upset, think of sight, sound, taste, touch, and smell.
What is the strongest?
Touch the figure, look at it.
Play the sound.
Everything is ok.
Lastly, after the song there will be a reflection on what they did. The order of the instructions will be mixed up, and the child will put them in order to help reinforce the activity and remember it.