Client Overview:

Pursue Care, a groundbreaking app designed to assist individuals recovering from opioid addiction or facing mental health challenges, provides a discreet platform for connecting users with therapists, doctors, and psychologists for prescription support. Recognizing the sensitivity surrounding opioid addiction, Pursue Care sought to expand its reach into the college demographic and engaged students to create an engaging card game as part of an innovative expo booth strategy.

Project Scope:

The project aimed to target college students and break down barriers related to seeking support for opioid addiction and mental health. The focal points included:

1. Demographic Expansion:

   • Tailor Pursue Care's services and messaging to resonate with the college demographic.
   • Address the unique challenges and stigma associated with mental health within the college community.

2. Expo Booth Engagement:

   • Devise a creative and interactive strategy to attract college students to the Pursue Care expo booth.
   • Develop a captivating card game that not only entertains but also educates attendees about the app's services.

Approach:

1. Demographic Research:

   • Conducted thorough research on the college demographic, understanding their attitudes toward mental health and potential barriers to seeking support.
   • Gathered insights from focus groups and surveys to inform the creation of targeted messaging.

2. Card Game Development:

   • Collaborated with Pursue Care to understand their brand messaging and desired outcomes for the card game.
   • Brainstormed and developed a card game concept that seamlessly integrated education about Pursue Care's services with an engaging and enjoyable gameplay experience.

3. Design and Branding:

   • Designed the card game with attention to the visual identity and branding elements of Pursue Care.
   • Ensured the game's aesthetics aligned with the overall messaging of destigmatizing mental health support.

4. Expo Booth Execution:

   • Worked closely with Pursue Care to create an expo booth layout that maximized visibility and engagement.
   • Integrated the card game as a centerpiece of the booth, encouraging students to participate and learn more about Pursue Care.

Outcomes:

• Successfully expanded Pursue Care's reach into the college demographic, fostering awareness and engagement.
• Created an interactive card game that not only entertained expo attendees but also effectively communicated the app's mission and benefits.
• Received positive feedback from students, breaking down stigma and encouraging open conversations about mental health.

Visit the Laughing Fork Farm website!

Client Overview:

Laughing Fork Farm, nestled in the serene landscapes of upstate New York, is a sustainable organic farm dedicated to fostering eco-friendly agricultural practices. The project aimed to revolutionize Laughing Fork Farm's digital presence through an extensive digital marketing plan encompassing social media, website enhancement, reshaped icons, and a comprehensive overhaul of the brand's visual identity, including a new logo and branding strategy.

Project Scope:

The primary objective was to elevate Laughing Fork Farm's visibility in the digital sphere, aligning its online presence with the values of sustainability, organic farming, and the unique charm of upstate New York. Key components of the project included:

1. Social Media Strategy:

   • Develop a robust social media plan tailored to Laughing Fork Farm's audience.
   • Generate engaging content showcasing sustainable farming practices, community involvement, and the farm's natural beauty.
   • Foster a sense of connection with followers through interactive posts, stories, and behind-the-scenes glimpses.

2. Website Enhancement:

   • Redesign and optimize Laughing Fork Farm's website for a more intuitive user experience.
   • Highlight the farm's story, values, and products through visually appealing and informative content.
   • Implement e-commerce capabilities to facilitate online sales and product promotion.

3. Reshaped Icons:

   • Create reshaped icons that visually represent Laughing Fork Farm's commitment to sustainability, organic farming, and community.
   • Ensure the icons align with the overall brand aesthetic and effectively convey key messages.

4. New Logo:

   • Design a new logo that encapsulates the essence of Laughing Fork Farm.
   • Incorporate elements symbolizing sustainability, organic farming, and the unique character of upstate New York.
   • Ensure the logo is versatile and suitable for various digital and print applications.

5. New Branding:

   • Develop a comprehensive branding strategy that extends beyond the logo to encompass a unified visual identity.
   • Establish a consistent color palette, typography, and imagery that reflect Laughing Fork Farm's values and resonate with the target audience.
   • Apply the new branding across various touchpoints, including digital and print materials.

Approach:

• Conducted in-depth research on Laughing Fork Farm's target audience, industry trends, and competitor landscape.
• Collaborated closely with the client to understand the farm's unique story, values, and goals.
• Engaged in iterative feedback loops to refine and tailor design elements to meet Laughing Fork Farm's vision.

Outcomes:

• Launched a cohesive and engaging social media presence, fostering a growing online community around Laughing Fork Farm.
• Redesigned and optimized the farm's website, providing visitors with an immersive and informative online experience.
• Introduced reshaped icons that visually communicate the farm's commitment to sustainability and organic practices.
• Unveiled a new logo that serves as a visual anchor for Laughing Fork Farm's brand identity.
• Implemented a comprehensive branding strategy, ensuring consistency across all digital and print materials.

Conclusion:

The Laughing Fork Farm Digital Marketing Transformation successfully rejuvenated the farm's online presence, positioning it as a beacon of sustainable agriculture in upstate New York. Through thoughtful design, strategic planning, and a focus on authenticity, Laughing Fork Farm now stands poised to connect with a broader audience, sharing its story and values with the world.

Visit SmartSeal's website!

Client Overview:

SmartSeal, a groundbreaking NFT company based in Manchester, CT specializes in integrating NFT tags onto clothing and artwork. These digital tokens empower creators and consumers by enabling them to scan the tags, facilitating a range of activities, from trading and selling to purchasing and accessing exclusive content like movies or documentaries.

Project Scope:

The primary focus of this project was to market SmartSeal's innovative product in the digital realm. Key areas of attention included crafting a compelling marketing strategy, establishing a robust online presence through website development, and implementing an effective social media strategy to enhance brand visibility.

Objectives:

1. Product Marketing:

   • Develop a comprehensive marketing plan to highlight the unique benefits of Smartseal's NFT tags.
   • Showcase the ease of trading, selling, buying, and accessing exclusive content through the digital tags.

2. Website Development:

   • Build a user-friendly and visually appealing website that reflects the innovation and sophistication of Smartseal's NFT offerings.
   • Ensure seamless navigation for users interested in learning about and engaging with the product.

3. Social Media Strategy:

   • Create and execute a social media strategy to establish Smartseal as a prominent player in the NFT space.
   • Generate engaging content to foster a community around Smartseal, encouraging interaction and brand advocacy.

Approach:

1. Product Marketing:

   • Conducted market research to understand the target audience and tailor marketing messages accordingly.
   • Developed compelling narratives emphasizing the transformative impact of Smartseal's NFT tags on the fashion and art industries.
   • Highlighted the versatility of the product, showcasing its applications in trading, selling, buying, and exclusive content access.

2. Website Development:

   • Collaborated with SmartSeal to design and build a visually appealing website that aligns with the brand's identity.
   • Implemented user-friendly features and intuitive navigation to enhance the overall user experience.
   • Ensured the website effectively communicates the value proposition of Smartseal's NFT tags and provides easy access to essential information.

3. Social Media Strategy:

   • Identified key social media platforms for SmartSeal's target audience.
   • Developed a content calendar with a mix of promotional content, educational material about NFTs, and behind-the-scenes glimpses of SmartSeal's operations.
   • Utilized engaging visuals, including images and videos, to create a dynamic and captivating social media presence.
   • Encouraged user-generated content and interaction to foster a sense of community around the SmartSeal brand.

Outcomes:

• Successfully launched SmartSeal's digital marketing campaign, generating awareness and interest in their NFT products.
• Established an aesthetically pleasing and user-friendly website that serves as a central hub for information and engagement.
• Implemented a social media strategy that resulted in increased brand visibility, audience engagement, and community building within the NFT space.

Conclusion:

The SmartSeal Marketing and Branding project effectively positioned the company as an innovative player in the NFT ecosystem. By focusing on strategic marketing, website development, and a dynamic social media strategy, the project contributed to the growth and success of SmartSeal, ensuring they stand out in the competitive landscape of digital fashion and art.

Potential Initiatives

1. Stylescapes & Focus Group:
   • Conducted initial research and generated stylescapes.
   • Adapted to changes by eliminating the need for a focus group.
2. Create Logo and Refine Brand Identity:
   • Developed a primary logo and secondary logos/badges.
   • Maintained brand consistency through color usage guidelines.
3. Posters, Flyers, Digital Signage:
   • Created engaging visual assets for promotional materials.
   • Adapted the timeline to address changes in deliverables.
4. Animated Bumper:
   • Produced an animated bumper for enhanced brand recognition.
5. Film Reel & Title Card:
   • Adapted to changes by dropping the idea of a film reel.
   • Developed a title card for consistency across platforms.
6. Social Media Templates:
   • Created templates for consistent branding on social media.
   • Adapted to feedback and changing requirements.
7. Website Assets:
   • Initially planned to design a website shell but dropped the idea.
   • Adapted to changes in assets and requirements.

Challenges & Opportunities

Challenges:

• Building a brand from scratch.
• Lack of tangible assets for the non-existent brand.
• Competition with film companies with substantial COVID-era marketing resources.
• Crafting a memorable identity with easy name recognition.

Opportunities:

• No pre-existing identity allows creative freedom.
• Unique position as the only public college human rights film series.
• Exploiting new opportunities presented by COVID for wider audience reach.
• Connecting diverse audiences through collaboration with different departments.

Adapting to Change:

• Eliminated the focus group due to similar client reactions.
• Reduced workload by dropping the film reel and website shell.
• Incorporated feedback into deliverables through email and Zoom communication.
• Adjusted the timeline as assets and requirements evolved.

Process

Moodboard:

• Captures the essence of the UConn Human Rights Film+ Series.
• Passionate, humanitarian, and contemporary vibes.
• Blends light and dark contrasts for a striking presence.
• Main colors and aesthetics inspired by the unique imagery of the films.

Logo and Brand Identity:

• Primary logo combines modern style with classical film iconography.
• Utilizes bold shapes, bright colors, and a flame-like design.
• Secondary logos and badges serve as peripheral identifiers.
• Emphasizes consistency in usage, color, and presentation.

Drafts: Final and Secondary:   Color Palette:

• Limited to five colors representing different entities within the Film+ Series.
• Gray, yellow, orange, green, and navy blue convey warmth, maturity, and energy.
• Consistent use reinforces the brand's identity and emotional impact.

Typography:

• Consistent use of Gotham and Clarendon typefaces.
• Reflects the modern and energetic feel of the series.
• Predominantly used for advertisements, posters, and promotional material.

Posters:

• Developed visually engaging poster designs for film promotions.

Social Media Content:

• Created assets for consistent branding on social media platforms.

Facebook Headers:

• Designed headers for Facebook to enhance brand visibility.

Animation:

• Produced an animated bumper for dynamic brand representation.

View the animation

Title Card:

• Developed a title card for uniformity across various platforms.

View the title card

Overview

Good Deed Entertainment (GDE) entrusted us with a unique challenge – effectively market the innovative film "Summertime" to a younger audience. Focused on spoken word poetry and rap, the film required an immersive campaign targeting 18-30-year-olds, primarily university students, globally. The objective was to cultivate an engaged viewer base and transform them into dedicated fans.

Process

1. Research - TikTok Demographics: Conducted comprehensive research on TikTok demographics, emphasizing users aged 18-24 who form 42% of the platform's audience. Emphasized TikTok's vitality, with 16% of videos tied to hashtag challenges, and noted that positive emotions triggered virality.
2. Brainstorming Ideas: Collaboratively generated innovative ideas for a TikTok-centric campaign, considering the film's themes and target audience's preferences.
3. Virtual Events, Lyric Videos, and TikTok Campaign:
   • Hosted virtual events for college students globally.
   • Created engaging lyric videos of poems used in the movie.
   • Initiated a TikTok campaign featuring snippets, challenges, and fan interactions.

TikTok Campaign:

• Content:
  • Utilized scenarios with and without actors.
  • Shared snippets of songs/poems, clips from the movie, and encouraged fan interaction.
  • Leveraged TikTok trends and challenges.
• Campaign Calendar:
  • Scheduled postings strategically.
  • Developed a variety of content to maintain audience interest.
• TikTok Concepts:
  • Introduced hashtag challenges, duets, and engaging scenarios related to the film's themes.
  • Utilized popular trends like #CrucialCatch, #ILoveMyMama, and others to enhance visibility.

Team

• Tiffany (Project Manager):
  • Facilitated communication with the client and actors.
  • Ensured approval before posting videos.
• Liam (Video Editor):
  • Edited clips from the movie for TikTok.
• Jenny (TikTok Manager):
  • Managed TikTok editing, posting, and engagement.
  • Collaborated with influencers.
• Rose (Secretary):
  • Documented meeting notes for future reference.

Achievements

• Grew TikTok account significantly.
• Created engaging content and achieved viral success.
• Increased followers, likes, comments, and views.
  • 5135% follower growth
  • 9938% likes growth
  • 4291% views growth
• Reached out to micro-influencers in the poetry realm, receiving positive feedback.

Skills Used

• Video editing
• Communication
• Organization
• Time management
• Social media
• Research

What We Learned

• Insights into the entertainment industry's workings.
• Coordinating between talent and executives.
• Professional communication practices.
• Effective execution of a social media campaign.

Challenges

• Scheduling and obtaining deliverables from talent.
• Building an audience from scratch.
• Challenges in executing specific challenges.

Tiffany Terilli

Liam McNeece

Jenny Pehota

Rosalie Garcia

Objectives & Target Market

The primary goal of this project was to breathe life into Talkwalker's AI voice, Tobin, through an animated caricature. Tobin, envisioned as a mid-30s, approachable, and encouraging professional, serves as the visual representation of Talkwalker's international marketplace. The target audience consists of business professionals seeking certification in the Talkwalker program, requiring Tobin to be relatable and reflective of the current workplace dynamics influenced by the COVID-19 environment.

Process

The project was executed through a collaborative effort within the team:

• Christina, Emilee, and Ryan contributed insights into the Talkwalker program, guiding the development of Tobin's character based on their extensive knowledge.
• Nicole and Jonathon took charge of Tobin's creation, meticulously designing character sheets and ensuring Tobin's overall visual representation aligns with the project's objectives.

Schedule

The team adhered to a structured schedule, meeting in class every Tuesday and Thursday. Additional bi-weekly sessions with Talkwalker facilitated ongoing communication and ensured alignment with their expectations.

Challenges

Several challenges were encountered throughout the project:

• Difficulties in obtaining timely approval from the higher-ups at Talkwalker.
• Periods of limited feedback due to Talkwalker's busy schedule.

Sketches & First Draft

Second Draft & Redesign

Character Sheets

Reactions from the Client

Client feedback played a pivotal role in shaping Tobin's final design:

• The team maintained regular communication with the client through weekly meetings and email exchanges.
• Client reactions were overall positive, leading to a successful collaboration and a design that aligned with their vision for Tobin.
• A mid-semester redesign was implemented to enhance Tobin's fit with the desired vision, demonstrating the team's adaptability and commitment to client satisfaction.
• The client expressed extreme satisfaction with the final Tobin design.

Skills Used and Lessons Learned

The project honed various skills and provided valuable lessons:

Skills:

• Advanced character design skills were expanded and refined.
• Understanding the intricacies and timelines involved in comprehensive character design.
• Enhanced communication skills, crucial for effective teamwork and client interaction in a virtual environment.

Lessons:

• Consideration of client review time is essential for successful project management.
• Clear identification of key decision-makers within the client team is crucial for efficient approvals and feedback incorporation.

The Tobin project not only enhanced the team's design capabilities but also demonstrated the importance of effective communication and adaptability in delivering a successful client project within the unique context of a virtual environment.

Team members:

Christina

Emilee

Jonathon

Nicole

Ryan

Visit the Pequot Museum Website

The collaborative efforts with the Mashantucket Pequot Museum and Research Center encompassed the successful execution of three significant projects aimed at enhancing visitor experiences and promoting safety. These projects included a website redesign, a COVID safety video, and the creation of a 2D map wayfinding design.

Website Redesign

The website redesign project sought to revitalize the online presence of the Mashantucket Pequot Museum and Research Center. The objectives included:

• A comprehensive overhaul of the existing website to reflect a contemporary and user-friendly design.
• Improved navigation and accessibility, ensuring visitors can easily access information about the museum's exhibitions, collections, events, and educational programs.
• Integration of multimedia elements to enrich the user experience and provide a compelling virtual tour of the museum.
• Streamlined content management and a fresh layout, all optimized for mobile devices to accommodate a wide range of visitors.

COVID Safety Video

In response to the unique challenges posed by the COVID-19 pandemic, a safety video was developed to ensure the well-being of museum visitors and staff. Key project highlights include:

• Creation of a detailed safety video highlighting essential health and safety measures, such as mask-wearing and social distancing.
• Clear communication of the museum's commitment to ensuring a safe and enjoyable visit.
• Production of visually engaging content that educates visitors on the protocols in place and fosters a sense of security.

2D Map Wayfinding Design

The 2D map wayfinding design project was initiated to enhance the visitor experience within the museum. Project objectives included:

• Development of a clear and user-friendly 2D map guiding visitors through the museum's diverse exhibitions, galleries, and amenities.
• Integration of intuitive wayfinding elements to facilitate navigation and maximize visitors' exploration of the museum.
• Creation of a visually appealing map that aligns with the museum's branding and identity.

Conclusion

Through these three major projects, the collaboration with the Mashantucket Pequot Museum and Research Center has significantly improved the visitor experience. The website redesign, COVID safety video, and 2D map wayfinding design collectively contribute to the museum's commitment to education, safety, and engagement. These projects serve to enrich the cultural and historical journey for all who visit the museum, both in person and virtually.

Team:

Student Project Manager: Jon Pico

Harrison Burr

Matthew Gatchalian

Jonathan Pico

Dana Santillana

What is Diverse Perspectives

Based on the inequities that have historically shaped digital media content, fields, and careers, the UConn Digital Media & Design department created the Diverse Perspectives Speaker Series. The series welcomes industry professionals, artists, and scholars from film, game, design, cultural and other sectors to discuss how issues of equity manifest in their work, creative processes, and professions. This series allows us to reflect on how our own practice can support greater equity, diversity, and inclusion.

The Objective

To drive awareness and engagement for a wide array of talented and diverse digital creators through a brand-new speaker series, hosted by the Digital Media and Design Department, in a fully virtual setting. In addition, to grow the overall DMD following across social with an emphasis on Youtube and Instagram. 

Target Audience

Primary	Secondary
UConn Students UConn Alumni UConn professors and staff current and future filmmakers directors people in the industry potential students	University students on a larger scale parents of students

 

Team

Jenny Pehota

Project manager, asset creator, GDE Liaison

Bridget Sweeney

Website planner, asset creator, logo designer

Caleb White

Asset Creator, logo designer

Destin Brown

Asset creator, logo designer

The team:

Julia Padget

Emily Saleski

Katelyn Jepsen

Marcella Vertefeuille