Learning Launch Tool - Geodesic Sciences Department case

Challenge

When I was at University, in my final project, my challenge was to provide a brand

identity in a post-graduate course called Geodesic Sciences, which is traditional to the

academic society. The project scope included the department of Geodesic Sciences with more

than 20 Ph.D. professors and several students from various countries, divided into three major

fields. The project was limited to a low budget and to deliver the solution in twelve months.

Selection

Based on bibliographic references and interviews with senior professors, master

students from several countries, and other employees, I could've drawn prototypes (potential

options) to try the learning launch tool with each one. In summary, the learning launch tool

composes of quick idea tests to experiment it.

Application

This time, I had to show the options to the target audience. In other words, use the

learning launch tool to identify the best potential prototype. First of all, I've drawn a clean Brand,

which follows a modern design without much detail through the lines and with fewer elements.

That's because the Brand and the Visual Identity needs to send a clear message to the target

audience and to make it memorable. The second version was a Brand with all the three major

fields together in the same Logo. The Visual Identity would be mixed elements to make a rich

composition, telling the target audience that Geodesic Sciences is a huge academic

organization.

The learning launch tool was a survey and an interview with professors, students, and

employees of Geodesic Sciences through simple questions (recorded) about each of the

options and showing them the versions built. That's because the goal was to cause a visual

experience with the interviewed. The questions were simple but important to extract

spontaneous opinions for the target audience.

Insight

During the tests, I was able to observe that the target audience had a hard time to

identify correctly the first option of the Brand, which was the opposite attitude I expected. The

results showed that the first option was ambiguous and inconsistent with the identity of

Geodesic Sciences. However, the second version reached a much better result, being identified

easier by the public. The message sent was clean and objective, turning this option a potential

prototype to compose the Visual Identity of the Brand.

Approach

The better way to reach a solution was by using the learning launch tool. It was

consistent with the goal and easy to apply in various situations. The tool also helped me to

organize the ideas and show appropriately to the target audience, to extract better answers.

A correct Brand and Visual Identity is fundamental to any organization, company,

business to start the very first conversation visually with people. The Brand itself has to

represent the tradition, apply to the present, and aim to the future and the learning launch tool

was a crucial tool to find a solution.

