NetObjects

The overview of NetObjects Fusion project was straight to the point and I felt that it was a success straight from the get go. The goal was to create a tool that could put web development into the hands of businesses that couldn’t afford the expense of hiring a programmer to develop their site. While reading through this I could imagine the issue they were working on, and the resulting product that they came up with, fusion, sounded like a masterful solution.

I think this is a good example of a case study because it was just easy enough to read and grasp the process, but it also included the right amount of technical information to educate the reader of the complexity of the problem.

AT&T

So, I looked at the case study for the AT&T company and was very disappointed. Maybe because the logo is so established, or there was a lack of interest but the study seemed very skimpy. So because the company was being merged with another communication company they figured they needed to illustrate their new dynamic. The in-house design team seemed to get brushed off and so another team was hired in to make sure the relaunch went smooth.

Essentially the study was just about the brand logo and how it would be used. I couldn't access any more steps so the only thing that I could investigate was the logo. I was under the impression that there should be more background information about the history of the logo and the process of why it was created. In addition there was no real information about the use of the logo other than it held most of the brand's equity. The realization of the helped the internal team with their future development, however left me with more questions.

Rockin it Out

Georgetown Law University is one of the most prestigious universities teaching law to hopeful young adults. Studies from the law university have shown that during economic downturns, applicants to various schools actually increases. Georgetown wanted to seize this opportunity and design a "viewbook" that entices students more than other schools that they have been excepted to.
This case study was very effective in defining the problem and revealing the process of execution. First they gathered data from the area surrounding the school's campus. They wanted to know where most students would likely go once they get to school. Where they would hang out, do homework, and spend most of their free time. Then they wanted to showcase this information inside of the "viewbook."
After participants have gathered information, they execute the design of this viewbook. Many drafts and drawings are created. Many revisions. Until finally the final product is a neat little booklet that not only provides future students with information about the school they are attending, but also excites them with all of the fun activities that they will be doing once they arrive.
The final product featured, newspapers, key chains, elegant pictures of restaurants and hang out spots, top 10 lists of stores, bars, magazines, etc. , calendar of events both in the school and the surrounding area, maps of the area, various shuttle schedules, and much much more! OOOOOO
Overall, this study was great at specifically defining a problem and showing us exactly how they executed. The study keeps us engaged with pictures of the process and tells us of the deliberation that forced the great outcome.

Case Studies

The Via Motif case study was very interesting. The steps that were taken to update this brand's identity were outlined very clearly, and even though it was a long process, it was worth it to the company in the end. A lot of research went into each step, such as creating the look and feel of the brand, researching product categories, and finally implementing the goals for the new identity. At the end of their re-branding they had an updated logo, a clear inventory for the website, and a style guide. Each step of design process was carefully considered and executed to create a successful re-brand of a small company.

NetObjects was another interesting case study. They essentially started from the ground up, and because they had a clear outline of how to build their brand, they were successful. They went through many iterations of their ideas, including getting their ideas out using pen and paper. They enlisted the help of people with many different backgrounds, but all who could help them create the software they had envisioned. Like Via Motif, they followed each step of the design process to a successful conclusion.

BNIM

BNIM is an arcchitectual firm that was among the first to successfully work with and produce sustainable design.

Their goal was to create a brand identity that represented them as a leader in creating responsible, sustainable design for the future

In doing this they used steps 5, 6, and 9.

Step 5.- BNIM researched global trends in sustainable design and renewable energy.

Step 6.- From this research a brand vision was created to reflect their findings. They then began work on creating ways to differentiate their 5 smaller branches within the larger umbrella brand.

Step 9.- Through their research BNIM discovered that they could adopt new positioning within their market as the leaders in sustainable design. Their approach to their designs was simple, flexible, and adaptable. Each one of the smaller branches was assigned a different color so they could stand on their own but still be seen as part of the overall brand.

Erin's Case Studies

Hallmark Flowers took a unique approach to targeting the “encounters” of the Hallmark shoppers. The brand need to be translated across multiple locations, online, in the store, or through the floral deliveries. The main focus was the impact of the brand promise. Through color and photographic concepts Hallmark achieved this goal in five weeks to better position themselves in the market as an expert source for home delivery services.

Sawaya and Moroni took on the task of interpreting furniture as a visual experience for the 2003 Paris International Furniture Fair in one month. With three dimensional modeling programs and communication of plans through the web, the outcome was an “unorthodox use of visuals.”

The Olympic Bid Theme took on a poster design series with a four-month duration to design a theme logotype and implement the poster program. The program was a series of exhibitions, fund-raising events, and press conferences that ended up getting the Olympic nod as the US Candidate City so now all the posters are collectors items.

AIGA Case Study - Hallmark Flowers

(seeking insight to inform the prototyping of the the solution - step 5)
The goal of Hallmark Flowers was to position itself as the expert source in the home delivery floral category. Their brand strategy was to deliver the Hallmark "message" at each consumer touch point. The touch points that people encounter at Hallmark are the actual Hallmark stores, online, through direct marketing and beautiful packaging & user product experience.

(this case study also includes step 9 - choosing best solution and activating it)
A range of customer "experiences" were developed to reinforce the "sharing and caring" of Hallmark's brand. The identity needed to be simple and emotionally powerful. To achieve this, packaging and product experience was the main focus.

To help visualize the Hallmark Flowers brand, they made a style guide that consisted of the following images

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