Write an onlyness statement for your thesis project by finding the appropriate components within the research information provided in one of the Brand Profiles below.
Brand Profile: Las Vegas Enforcers
Step 1: Thesis Application
The assignment this week is to create some Voice and Tone assets that reflect the messaging elements from the Onlyness Statement and the chosen theme. Create and present the following in this order:
Update the Onlyness Statement for your project for better specificity (if necessary).
Identify a theme to help focus the messaging.
Represent the brand personality through an is/isn’t list. (3 minimum)
Create 3 potential taglines that reflect the messaging.
Write a short positioning statement (narrative) using appropriate voice and tone. Make sure that you include the following information:
Whom you serve (Target Audience)
What is being offered to them (Benefit)
How it is being offered (Features)
How does it compare to others (Differentiation)
Structure
Onlyness Statement:
Theme:
Brand Personality is / isn’t
1.
2.
3.
Potential Taglines:
1.
2.
3.
Positioning Statement (Narrative):
Step 2: Design Rationale
In a minimum of 300 words, write a rationale for your design decisions that defines the design problems to be solved, explains how the design solution (your submission to Step 1 of this assignment) was developed, and convincingly explains the reason why the decisions made effectively solve the design problem.
Rationale is crucial to differentiate yourself in the industry. This assignment’s purpose is to help you speak about your design thinking and rationalize the design decisions you make. It is not intended to be a report nor a journal entry. It is meant to demonstrate your critical thinking.
Use the prompts below to guide your rationale writing:
Introduce the project. What is it? Who is it for? How will it be used?
Define the design problem. This can be done in a single sentence.
Note: A design problem is not a personal problem (e.g. Illustrator crashed or “This was hard”), nor is the lack of a thing the design problem (e.g. “the brand didn’t have a defined voice”). Instead, it is the problem that the designer set out to solve, such as better identifying the target audience, more clearly defining the brand purpose, or increasing the audience appeal of the brand.
Briefly explain each design decision made in the development of the solution presented in Step 1 of this assignment. Cite the sources of information that helped you arrive at this design solution.
Include at least one visual aid that helps to illustrate the design decisions made. Don’t just include a screenshot of a webpage that offered information about the design problem (e.g. a webpage that explains what an Onlyness Statement is). Instead include imagery that is visually indicative of the reason you made the design decisions you did. To take a screenshot, press Command+Shift+3 on your keyboard. Use Illustrator or Photoshop to crop, combine, or otherwise edit the visual to ensure professional presentation of the visual.
Finally, explain why the Step 1 content effectively solves the defined design problem.
Be persuasive. There’s no room for weak statements or unsurety. Using professional language, convince the reader that this design solution is the best possible for the brand.
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