Module 5 · Your Own Brand

Your Brand Step 1: Client and Name

Objectives

1. 5.1 Formulate a business name and design brief for a client using the word-association process. (Course Competency 4; Create)

This assignment measures Module Objective 5.1, which supports Course Competency 4.

Overview

Module 4 asked you to work inside someone else’s rules. Now you write the rules. Choose a client, name the business, and build its identity from hand sketches to a finished mark, a business card and a campaign.

• A. A city zoo. Audience all ages, 75 percent under 18. Goals: fun, playful, a great day out; the best giraffe exhibit in the country.
• B. A multicultural, gender-neutral makeup company. Audience any age, primarily 13 to 21. Goals: healthy products good for teen skin, more color and more current options than traditional brands.
• C. A technology service for people 50 to 100. Goals: help them feel comfortable with smartwatches, fitness trackers, smartphones and social media to improve quality of life.
• D. A snack company for children 2 to 12. Goals: fun, environmentally friendly packaging that encourages healthy snacking.
• E. A car repair company employing people who have difficulty finding work. You choose the group: people on probation, neurodiverse people, people in addiction recovery, or veterans. Goals: affordable repair while employees gain skills and steady employment.

Instructions

1. Choose one client. Restate the brief in your own words: audience, goals and what the business must feel like.
2. Name the business using word association: write the client’s core idea in the center of a page, branch out at least 30 associated words by hand, then combine and test at least ten candidate names. Circle your choice. The Module 5 video works the process live on one client.
3. Gemini may suggest additional associations after you have written your own 30; record that in your AI-use log and mark which words came from Gemini.

Turning it in

1. Post your work to #avc183-graphic-design-1 on Discord as PNG or JPG, with alt text, by noon the day before the due date.
2. Comment on three classmates’ posts. Each comment names one design principle (or, in Module 4, one brand rule) and points to where it appears in the work.
3. Screenshot your post and your three comments and compile them on one Miro board.
4. Submit the Miro screenshot and a photograph of your word-association page to Canvas by noon on the due date.

AI use

Optional: Gemini may extend your word list after your first 30. Log it and mark Gemini’s words. The name you choose and the brief restatement are yours. Record every use in your AI-use log. Gemini is used only with your Maricopa account.

How it is scored

Due