"Effing the Ineffable."
ACT ONE- OVERVIEW
ACT ONE- OVERVIEW
THE HOOK – “BACKGROUND”
SUMMARY
SUMMARY
The brand image for Shadowmark Media is the Wheel of Fortune tarot card. It represents the rise to power and the fall from grace. We needed a memorable interpretation of this symbol, while also satisfying the definition of the name ‘shadow mark,’ features that are only visible from a certain perspective. The end result was a modern interpretation of the traditional Japanese tattoo motif, the upside-down face.
The brand image for Shadowmark Media is the Wheel of Fortune tarot card. It represents the rise to power and the fall from grace. We needed a memorable interpretation of this symbol, while also satisfying the definition of the name ‘shadow mark,’ features that are only visible from a certain perspective. The end result was a modern interpretation of the traditional Japanese tattoo motif, the upside-down face.
ROLE
ROLE
One man show
2023 -2024
2023 -2024
One man show
2023 -2024
2023 -2024
PROBLEM
PROBLEM
Effective logo design captures the essence of a brand’s name and image in a memorable way. In this case, the brand name was anchored to the phrase ‘Shadow Mark’: features that can only be seen from a different, or particular perspective. The brand image was the Wheel of Fortune tarot card. This card is not about balance, the wheel of fortune undoes balance and overturns systems.
My reference research led me back to the traditional East Asian tattoo motifs of the ‘upside-down-face.’ I was familiar with these designs from my years as a tattooist. The problem here was, unlike the original designs, we needed to emphasize the illusionary aspect so that the faces would be completely hidden when inverted. It would take me weeks of sketching hammer out this design.
The breakthrough came when I realized that I could essentially perform hallway usability tests while working. I was employed at a pie shop in a food hall. I brought the most recent version of the design with me and left it on the counter, inconspicuously placed. I’d wait until someone asked me about it first, and then I’d quiz them as to what worked about the design and what didn’t. After, I modified the design based on their feedback and then leave one or more versions on the counter – depending on how I felt about the prior edits.
My reference research led me back to the traditional East Asian tattoo motifs of the ‘upside-down-face.’ I was familiar with these designs from my years as a tattooist. The problem here was, unlike the original designs, we needed to emphasize the illusionary aspect so that the faces would be completely hidden when inverted. It would take me weeks of sketching hammer out this design.
The breakthrough came when I realized that I could essentially perform hallway usability tests while working. I was employed at a pie shop in a food hall. I brought the most recent version of the design with me and left it on the counter, inconspicuously placed. I’d wait until someone asked me about it first, and then I’d quiz them as to what worked about the design and what didn’t. After, I modified the design based on their feedback and then leave one or more versions on the counter – depending on how I felt about the prior edits.
Effective logo design captures the essence of a brand’s name and image in a memorable way. In this case, the brand name was anchored to the phrase ‘Shadow Mark’: features that can only be seen from a different, or particular perspective. The brand image was the Wheel of Fortune tarot card. This card is not about balance, the wheel of fortune undoes balance and overturns systems.
My reference research led me back to the traditional East Asian tattoo motifs of the ‘upside-down-face.’ I was familiar with these designs from my years as a tattooist. The problem here was, unlike the original designs, we needed to emphasize the illusionary aspect so that the faces would be completely hidden when inverted. It would take me weeks of sketching hammer out this design.
The breakthrough came when I realized that I could essentially perform hallway usability tests while working. I was employed at a pie shop in a food hall. I brought the most recent version of the design with me and left it on the counter, inconspicuously placed. I’d wait until someone asked me about it first, and then I’d quiz them as to what worked about the design and what didn’t. After, I modified the design based on their feedback and then leave one or more versions on the counter – depending on how I felt about the prior edits.
My reference research led me back to the traditional East Asian tattoo motifs of the ‘upside-down-face.’ I was familiar with these designs from my years as a tattooist. The problem here was, unlike the original designs, we needed to emphasize the illusionary aspect so that the faces would be completely hidden when inverted. It would take me weeks of sketching hammer out this design.
The breakthrough came when I realized that I could essentially perform hallway usability tests while working. I was employed at a pie shop in a food hall. I brought the most recent version of the design with me and left it on the counter, inconspicuously placed. I’d wait until someone asked me about it first, and then I’d quiz them as to what worked about the design and what didn’t. After, I modified the design based on their feedback and then leave one or more versions on the counter – depending on how I felt about the prior edits.
GOALS
GOALS
Begin stimulating a high-quality User Experience at the first instance of visual engagement with an interactive design.
Create a flawless optical illusion based on the ‘upside-down-face’ motif.
Capture the essence of our brand values as expressed in the Wheel of Fortune tarot card.
Pay homage to the ancestral lineage of the company founders.
Create a flawless optical illusion based on the ‘upside-down-face’ motif.
Capture the essence of our brand values as expressed in the Wheel of Fortune tarot card.
Pay homage to the ancestral lineage of the company founders.
Begin stimulating a high-quality User Experience at the first instance of visual engagement with an interactive design.
Create a flawless optical illusion based on the ‘upside-down-face’ motif.
Capture the essence of our brand values as expressed in the Wheel of Fortune tarot card.
Pay homage to the ancestral lineage of the company founders.
Create a flawless optical illusion based on the ‘upside-down-face’ motif.
Capture the essence of our brand values as expressed in the Wheel of Fortune tarot card.
Pay homage to the ancestral lineage of the company founders.
PLOT TURN ONE – “UNCOVERING PAIN POINTS”
FACTS
FACTS
I researched surrealism, the Tarot, a broad array of optical illusions (including the upside-down-faces), relevant cultural norms surrounding iconography, cultural signifiers (such as craftsmanship details), and ‘sciography’ (shadow patterns).
I researched surrealism, the Tarot, a broad array of optical illusions (including the upside-down-faces), relevant cultural norms surrounding iconography, cultural signifiers (such as craftsmanship details), and ‘sciography’ (shadow patterns).
FEELINGS
FEELINGS
Performed dozens upon dozens of hallway usability tests with random sample group.
Performed dozens upon dozens of hallway usability tests with random sample group.
INSIGHTS
INSIGHTS
Consolidated feedback into visual design solutions on tracing paper.
Consolidated feedback into visual design solutions on tracing paper.
SOLUTION
SOLUTION
Upside-down-faces have two areas that present difficulty when crafting a seamless solution. Most other times, the alternate face is readily apparent to encourage further exploration of the design. These areas of difficulty are the nose and the mouth.
While revisiting Salvador Dali’s work, I was appreciating his observations on the repetition of form throughout the human body. I realized that I could craft the nose to also be a rendition of the upper torso in a prostrated bow, once inverted. This led me to explore and experiment with the similarity of form between human anatomy and man-made objects. Resulting in an effective solution for each mouth.
While revisiting Salvador Dali’s work, I was appreciating his observations on the repetition of form throughout the human body. I realized that I could craft the nose to also be a rendition of the upper torso in a prostrated bow, once inverted. This led me to explore and experiment with the similarity of form between human anatomy and man-made objects. Resulting in an effective solution for each mouth.
Upside-down-faces have two areas that present difficulty when crafting a seamless solution. Most other times, the alternate face is readily apparent to encourage further exploration of the design. These areas of difficulty are the nose and the mouth.
While revisiting Salvador Dali’s work, I was appreciating his observations on the repetition of form throughout the human body. I realized that I could craft the nose to also be a rendition of the upper torso in a prostrated bow, once inverted. This led me to explore and experiment with the similarity of form between human anatomy and man-made objects. Resulting in an effective solution for each mouth.
While revisiting Salvador Dali’s work, I was appreciating his observations on the repetition of form throughout the human body. I realized that I could craft the nose to also be a rendition of the upper torso in a prostrated bow, once inverted. This led me to explore and experiment with the similarity of form between human anatomy and man-made objects. Resulting in an effective solution for each mouth.
ACT TWO – PROCESS
ACT TWO – PROCESS
PINCH ONE – “BRANDING ELEMENTS”
BRAND
ELEMENTS
BRAND
ELEMENTS
Name: Shadowamrk Media
Tagline: Effing the Ineffable
Mission statement: Explore the natural and unnatural obstacles in life.
Color: Violet
Animal: Sphynx
Song: 46 & 2
Symbol: Wheel of Fortune Tarot card
Tagline: Effing the Ineffable
Mission statement: Explore the natural and unnatural obstacles in life.
Color: Violet
Animal: Sphynx
Song: 46 & 2
Symbol: Wheel of Fortune Tarot card
Name: Shadowamrk Media
Tagline: Effing the Ineffable
Mission statement: Explore the natural and unnatural obstacles in life.
Color: Violet
Animal: Sphynx
Song: 46 & 2
Symbol: Wheel of Fortune Tarot card
Tagline: Effing the Ineffable
Mission statement: Explore the natural and unnatural obstacles in life.
Color: Violet
Animal: Sphynx
Song: 46 & 2
Symbol: Wheel of Fortune Tarot card
MIDPOINT – “BRAND IDENTITY”
BRAND
IDENTITY
BRAND
IDENTITY
Their presence can be exhilarating and disorienting, as they bring the energy of change. They embrace change with a philosophical outlook, seeing it as an integral part of life’s journey. Ultimately, this person makes you feel that life is full of possibilities. They encourage you to embrace life’s cycles. The challenge for this individual lies in finding life balance and not allowing their tendencies to lead them into excess or recklessness.
Their presence can be exhilarating and disorienting, as they bring the energy of change. They embrace change with a philosophical outlook, seeing it as an integral part of life’s journey. Ultimately, this person makes you feel that life is full of possibilities. They encourage you to embrace life’s cycles. The challenge for this individual lies in finding life balance and not allowing their tendencies to lead them into excess or recklessness.
PINCH TWO – “DESIGN STRATEGY”
PRODUCT
STRATEGY
PRODUCT
STRATEGY
Optical illusion
Psychological triggers
Comic Book aesthetics
Psychological triggers
Comic Book aesthetics
Optical illusion
Psychological triggers
Comic Book aesthetics
Psychological triggers
Comic Book aesthetics
MOCK UPS
MOCKUPS
Cut down on time wasted pursuing creator-biased design elements
Cut down on time wasted pursuing creator-biased design elements
DESIGN
STRATEGY
DESIGN
STRATEGY
Do not settle — Illusion must be seamless upon first glance. Each face must feel natural and complete on its own.
Be stylish — Create something you would wear.
Be stylish — Create something you would wear.
Do not settle — Illusion must be seamless upon first glance. Each face must feel natural and complete on its own.
Be stylish — Create something you would wear.
Be stylish — Create something you would wear.
ACT THREE – TAKEAWAYS
ACT THREE – TAKEAWAYS
PLOT TURN TWO – “VALIDATION”
TEST
ANALYZE
REITERATE
TEST
ANALYZE
REITERATE
Shadowmark Productions and Shadowmark Media have been using the design for several years.
Millions of random people have seen the design with a 100% success rate in terms of executing the illusion on first glance.
Millions of random people have seen the design with a 100% success rate in terms of executing the illusion on first glance.
Shadowmark Productions and Shadowmark Media have been using the design for several years.
Millions of random people have seen the design with a 100% success rate in terms of executing the illusion on first glance.
Millions of random people have seen the design with a 100% success rate in terms of executing the illusion on first glance.
RESULTS
RESULTS
User feedback was surprisingly effective at countering imposter syndrome and moments of discouragement.
User feedback was surprisingly effective at countering imposter syndrome and moments of discouragement.
RESOLUTION – “HI FI PROTOTYPE”
