Project Two: Branding as Feedback Loop
Using what you've learned through Wizard-of-Oz-ing an interactive experience that provokes prolonged use through a feedback loop, construct an experience using the same form that works as a pitch for a new brand.
In essence, you'll be making a dynamic "moodboard."
Your final Wizard-of-Oz-ed prototype should function as a way to "sell" a new brand concept to potential investors, or to explain the concept to designers who would then move forward to develop marketing collateral, video promotion, marks and logos, etc. Please be prepared to pitch your concept through a combination of narration/performance and user-experience.
To that end, unity of design (through color, sound, texture, etc.) is NOT as important here - what's most important is that your experience be compelling as a feedback loop, so as to embody just what a unique and energetic mash-up of experiences your concept will be.
You may use any sounds, images, videos, props, colors, music that you like - your brand may or may not include a logo or mark, and you may also incorporate existing brands into your designed experience.
The most important part of this project is that your "pitch" for a new brand provoke prolonged, interactive interest.
In preparation for this project, you should watch the Frontline documentary "The Persuaders" to learn about how branding-concepts function, before they ever reach the designer's office. Watch online here, or look for it in the Undergrad Library on DVD (not reserved), or at That's Rentertainment video rental in campustown.
For other research into this area, you might look around at this great blog on re-branding. Pay particular interest to some of the design briefs published there, the elaborate ways in which these concepts are pitched.
Consider:
- By creating a short transition in imovie, you can go between two images or colors, then scrub the playhead in quicktime to create your changes.
- Audio can establish mood not only through associations created by specific musics, but by creating "sonic brands." Think of the opening tone of a Mac,PC, or gaming system.
You might also consider how the pop mash-up functions in the same way as an effective and new branding strategy, combining the familiars to make a new strange that "works". The 2 Many Djs series of compilations on Soulwax were among the first to popularize this approach. Check this track out:
SCHEDULE:
Thurs 2/26 - no class meeting (Kevin away). please use time to meet and plan!!
Tues 3/3 - bring your idea(s) for a pitch, and PLENTY of source materials, to class. we'll spend the first half of class working on these, the second half presenting them.
Thurs 3/5 - back in the Lab for tech session
Tues 3/10 - final versions of Project Two due as edited videos presenting the concept.