ACQUIRING COMPETENCIES

ALL COMPETENCIES

Setting Goals
Using Illustrator Tools
Design Research
Manipulating Bezier Curves
Recreating Preexisting Designs
Defining Client Needs
Benefits vs Features
Creating Personas
Writing Ad Copy
Brand Voice and Tone
Brand Look and Feel
Giving and Receiving Professional Critique
Refine Based on Critique
Defining Brand Personality
Creating Brand Vision Boards
Creating Taglines
Creating Brand Commercials
Establishing a Brand Strategy
Defining a Brand
Importance of Collaboration
Exploring Font Differentiation
Create Expressive Typography
Typography Layout
Making Design Decisions
Using Visual Hierarchy
The Ideation Process
Logo Creation Process
Planning and Creating Marketing Media
Using Appropriate Imagery

Scheduling Media Production
Using Presets in Adobe After Effects
Creating Motion Graphics in After Effects
Creating a Brand Campaign
Choosing the Appropriate Media
Applying Self-Evaluation
Creating Brand Style Guides
Creating Brand Playbooks
UX/UI Design Principles
A/B Testing Application
Competitive Analysis
Story Telling Using Designs
Establishing Brand Trust
Using and Creating Design Briefs
Brand Differentiation
Font Relationships
Image Compositions
Creating Outdoor Signage
Creating Branded Flyers
Using Sound in Branding
Video Editing in Premier Pro
Using Premier Pro Effects
Rhythm and Pacing in Video
Selective Attention in Video
Animation vs. Motion Graphics
Establishing a Brand’s Theme
Using Wix Templates
Website Design

TOP COMPETENCIES

Using Illustrator Tools
Writing Ad Copy
Typography Layout
Using and Creating Design Briefs
Benefits vs Features
Creating Brand Style Guides
Creating Brand Vision Boards
Creating Taglines

Logo Creation Process
Planning and Creating Marketing Media
Creating Outdoor Signage
Creating Motion Graphics in After Effects
Image Compositions
Creating Brand Commercials
Using Premier Pro Effects
Using Appropriate Imagery

COMPETENCIES EXPLAINED

USING ILLUSTRATOR TOOLS

When I began the master's program, my experience with Adobe Illustrator was limited to a few instances. Throughout the duration of the program, I had the opportunity to refine my skills by utilizing the various tools available within Illustrator. One such tool, the pen tool, is notoriously challenging to master. However, after applying it to several assignments, I have developed the ability to manipulate the tool with precision and confidence. Adobe Illustrator will be an indispensable tool in my future career as a media designer, as it is the industry standard for creating vector graphics.

WRITING AD COPY

Crafting compelling ad copy is a skill many individuals find challenging to master. However, after completing the advanced mastery course, I have gained the ability to confidently create effective copy for advertisements and billboards. This was done by creating multiple pieces that contained ad copy. This proficiency is essential for my future career, as the primary purpose of most designs is to promote or sell a product or service. Integrating well-crafted text into the design is often necessary to enhance its impact and effectiveness.

TYPOGROPHY LAYOUT

Implementing hierarchical typography is crucial for guiding the audience's attention and facilitating readability. Distinctive formatting for headings, subheadings, and body text ensures that readers can easily navigate and locate the information they need. As a media designer, strategically using typography has been a fundamental aspect of my work for years and will be a fundamental aspect of it in the future. Whether designing websites, advertisements, flyers, or any text-centric medium, a clear and compelling hierarchical layout is essential to creating visually engaging and accessible content.

CREATING AND USING DESIGN BRIEFS

When clients request designs, it is essential to create a design brief to clearly communicate their needs and the problem that needs to be solved to the design team. This design brief will accompany the project at every stage, ensuring that the client's requirements are consistently met. When I began the master's program, I had only used a design brief once. However, throughout the program, I have made it a practice to use a design brief for every project I undertake. If one is not provided, I always create one myself. As a media designer, I will utilize design briefs for every project I work on. Consistent with my practice over the past few months, if a design brief is not provided, I will create one to ensure the project stays on track and meets the client's expectations.

BENEFITS vs FEATURES

Eleven months ago, I struggled to distinguish between the benefits and features of a company. Today, I can confidently say that I have mastered this crucial differentiation after research and practice listing them out for a new company. In evaluating a product or service, it is essential to separate its features from the benefits it offers. Features provide factual information about the product or service, while benefits explicitly address the question, "What's in it for me?" This distinction is critical in my career, as it enables me to communicate the value of my clients' offerings effectively. Utilizing both benefits and features in ad copy helps the target audience understand and appreciate what is being presented to them.

CREATING A BRAND STYLE GUIDE

Before the mastery program, I had never created a style guide. However, after developing the one for Zeditate, I have come to understand its significance. A style guide ensures that designers maintain brand consistency and efficiency through clear guidelines, protection of the brand’s visual identity, and the projection of professionalism. As a future media designer, I aim to develop distinctive branding for various companies. Creating a style guide will ensure that these businesses maintain their brand identity, even if they choose to work with different designers in the future.

CREATING A BRAND VISION BOARDS

I have created vision boards a few times in the past, but the mastery program allowed me to refine my skills significantly. Receiving feedback on my vision boards provided valuable insights into their proper structure and purpose. As a media designer, creating vision boards for major design projects will effectively communicate my intentions to clients and ensure that all design decisions align with the overall vision.

CREATING TAGLINES

Before the mastery class, I had never created a tagline for a brand. I used to think they were merely short descriptions made up on the fly. However, I have learned to distinguish between effective and ineffective taglines through research and professional feedback. A tagline must be concise and impactful. As a media designer, my goal is to develop innovative branding for companies, and creating an effective tagline will be a valuable addition to my services. Many companies do not utilize taglines, so offering this will differentiate me from others in the field.

LOGO CREATION PROCESS

The logo creation process is a skill I previously approached with shortcuts, often skipping steps from thumbnail sketches directly to vector creation. In the mastery program, I learned the importance of each phase, including taking detailed notes on thumbnail sketches, refining the top choices, and vectorizing several options. This comprehensive approach highlighted the critical role of sketching and refinement in developing a logo tailored to the intended brand. As I aim to develop branding for companies, creating logos will be a key component of my work. This newly acquired mastery will be invaluable in ensuring the success and distinctiveness of the brands I help create.

CHOOSING THE CORRECT MARKETING MEDIA

Before the master's program, I had yet to consider the potential pitfalls of choosing the wrong media type for a company. The program emphasized the importance of understanding a brand’s target audience and its products or services before making such decisions. Through creating a letterhead package, social media package, website, and outdoor signage, coupled with thorough research, I have honed this skill. Moving forward as a media designer, I am confident in my ability to assess any brand and determine the most effective marketing strategies to reach its intended audience.

CREATING OUTDOOR SIGNAGE

Creating outdoor signage differs significantly from other design types, a realization I came to during the master’s program. Through extensive research and designing various outdoor signs, I learned the key elements of effective outdoor signage. Such signs need to be predominantly visual with minimal text, as they are typically viewed by individuals driving by. Clear and rapid communication is essential. This includes billboards, highway signs, and pole signs. As a media designer, I will frequently develop these communication tools, given that many target audiences spend considerable time in their cars.

CREATING MOTION GRAPHICS

Before the master’s program, I was unfamiliar with After Effects and had never considered creating motion graphics. Throughout the program, I had the opportunity to create several motion graphics and quickly acquired the necessary skills. Additionally, I applied these skills outside the academic setting by creating motion graphics for my church's digital presentations. This extensive practice has significantly refined my abilities, enabling me to create motion graphics for future clients, such as logo animations.

IMAGE COMPOSITIONS

I have had the opportunity to use Photoshop to create compositions a few times in the past, though the results were only sometimes satisfactory. The additional projects undertaken during the mastery program have significantly refined my skills, enabling me to utilize Photoshop's tools more efficiently and effectively. As a media designer, I will frequently incorporate compositions into my designs. Creating compositions that resonate with my client's target audience will be essential for successful marketing across various outlets.

CREATING COMMERCIALS

This year, I acquired the new skill of creating commercials. While I had previously made videos using photos or compiling footage, I had never done so for advertising purposes. My first commercial project for Lucky Dog Rescue came naturally to me, although I faced challenges with the voice-over due to my strong country accent, which I really needed a voice actor for. Creating television or social media ads will be highly beneficial in my future work with various brands. A thirty-second video, for instance, is ideal for social media reels, allowing widespread visibility on mobile devices.

USING ADOBE PREMIER PRO

Before this year, I had limited experience with Premiere Pro, but the master's program allowed me to apply and hone my skills with this software extensively. As demonstrated above, I have created numerous videos with multiple layers and have also produced videos for my church, incorporating overlaid text and altered graphics. A new insight I gained was the availability of effects in Premiere Pro that function similarly to those in Photoshop but for video editing. Mastering this skill will greatly benefit my future clients as a media designer, enabling me to create versatile videos for various purposes, including branded commercials and educational content.

Video I created for The Oasis Church

USING APPROPRIATE IMAGES

Selecting appropriate images is a vital skill for anyone in the graphic design field. Throughout this program, I have honed my ability to choose images that effectively represent the product or service while resonating with the target audience. Understanding that the target audience is as important as the product itself helps in selecting images that enhance the appeal and investment in the brand. As a media designer, I will need to choose suitable images for every project I undertake, making the mastery of this skill essential for my professional success.