This is the creative brief for the Minneapolis College of Art and Design's Bachelor of Science: Visualization program's 10 year anniversary Creating Context exhibition

1. Lauren Schaefer
2009
Minneapolis College of Art and Design
Bachelor of Science: Visualization
Creating Context Exhibition

2. Minneapolis College of Art and Design
Bachelor of Science: Visualization
Creating Context Exhibition
Table of Contents Pages
Project Description 1
Goals & Objectives 2
Target Audience 3
Character Attributes 4
Single Minded Proposition 5
Mandatory Inclusions 6
Success Metrics 7
Stakeholders 8
Appendix: User Profiles 9-10
Appendix: Inspiration Board 11
Appendix: Semantic Differentials 12
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3. Project Description
The Minneapolis College of Art and Design’s Bachelor of Science:
Visualization program is celebrating its 10 year anniversary with an
exhibition displaying team projects of current and recent students and
case studies of alumni. The exhibition opens on Thursday March 26 and
runs through Saturday April 4th.
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4. Goals & Objectives
The goal is to create a visual resume of the development and successes
of the program through a dynamic and educational exhibition which will
utilize the strengths of the projects and displays included. This is
necessary to revamp the branding and mitigate the uncertain defintion
of the program. Clarity should be generated by summing up the past ten
years with text and images.
The objectives are to lessen the ambiguity that negatively impacts the
program. Prospective students should understand the type of education
they will receive with a degree in Visualization. Prospective employeers
will know the range of abilities a BS alumni will have in the work
environment.
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5. Target Audience
The primary target audience is prospective employers and MCAD
alumni, who may benefit current students with various opportunities.
Exposure of a BS student’s abilities to local companies and organiza-
tions could result in interships, externships, interviews or employment.
The secondary audience is prospective students, whose interest in the
BS program may increase after viewing the exhibition. Attending the
show will be a more immersive way to understand the program than a
typical prospective student tour.
The BS program stuggles with ambiguity because of the wide range of
talents students have and the copious fields alumni enter. Our goal is to
clarify the process and accomplishments of the program.
See profiles on pages 9-10
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6. Character Attributes
Comprehensive
Progress
Communicative
Current
Partnerships
Breakthrough
See Inspiration Boards on page 11
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7. Single Minded Proposition
Bachelor of Science: Visualization- Ready for the next 10 years
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8. Mandatory Inclusions
In the the relatively small exhibition space allocated for the show, there
will be about a dozen projects which will show the importance of process
and the dynamic work accomplished in the program. The projects are
from current and recent students. There will also be material explaining
the development, successes and future of the
program.
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9. Success Metrics
Before the commencement of the exhibition, we will have metrics set to
determine the success of the project. For one, we will survey students,
alumni, faculty and nonmembers of the MCAD community on
Semantic Differentials. We will have a guest book at the event so that we
may send brief surveys to the names and emails we receive. We may
also get numbers of applicants and students interested in the BS
program before and after the exhibition from Admissions. In addition, we
can inquire within Career Services, current students and alumni on the
number of companies contacting BS students about work.
See Semantic Differentials on page 12
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10. Stakeholders
The stakeholders in the exhibition include the BS department faculty,
such as the BS chair Jerry Allan. Also, the current BS students,
particularly the BS exhibition team will be impacted by the success of the
project. In addition, the exhibition will impact Alumni of the BS program
who are already in their respective fields.
Alumni Relations, Comunications, MCAD itself are also relying on this
exhibition.
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11. User Profile #1
Meet James Vonnegut
-Born: 1982
-James was born in Albert Lea, Minnesota. He moved to
Minneapolis to attend the Minneapolis College of Art and
Design. Since graduation, he has been residing in St. Paul.
-James received a Bachelor of Science in Visualization from the Minneapolis College
of Art and Design and his focus was project management. He was also on the Stu-
dent Advisory Council and involved in Film Club.
His mother is an Avon representative and his father is a postal worker and James’
career field is a first in the family.
-James now project manages at an ad agency in St. Paul called Purple Box Ad. He
works with a small team to produce work for local companies, which mostly consists
of interactive web
projects.
-James has been in a relationship with his girlfriend Beth for a few years and would
like her to move in, but he wants a better place first. He wants to settle down, get
married and have a dog with a yard.
- He would also like to have his own business, where he could manage the projects.
He wants the work to be aimed at sustainability. He has project proposals and is
meeting with eco-companies around the twin cities. His only problem is he needs
employees who are knowledgable about team projects, ad design and sustainability.
He wants to try using the resources at the Minneapolis College of Art and Design,
but he is not sure if the Bachelor of Science updated on the green movement. He is
wondering how he can start a dialogue with current students and recent graduates.
-He just received an invitation to the BS program’s Creating Context exhibition and
now he wonders if he can start accomplishing his goals...to be continued...
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12. User Profile #2
Meet Anna Heller
-Born: 1993
-Anna was born in Memphis, Tennessee. She has lived in the same neighborhood
her entire life.
-Anna attends George Washington High School. She has maintained a 3.75 GPA
and is in Academic Club. She enjoys art and has taken all the photography and
graphic design classes that her school offers. She would like to have a career in the
arts industry, but her conservative family prefers for her to go into a field they believe
will giver her more success.
-Anna will be graduating in the spring of 2010 and is hoping to narrow down her
school choices. She wants to move far away to chanllenge herself and not allow her
parents to have such an influence on her choices. She has applied for some notable
state universities in the Midwest and Southwest. She has also applied to a few art
colleges despite her family’s requests. Anna would like to have her choices narrowed
down to 3 by the end of this school year so that she can prepare finacially and have
time for the application requirements.
-Anna is visiting her family in St. Paul, Minnesota for her spring break. She always
looks forward to visiting Minnesota. She has heard about the reputation the Twin
Cities has in the design industry. Her cousin has told her that they can visit the local
art schools during the break. Particularly, she has found out about MCAD’s BS pro-
gram’s Creating Context exhibition and wonders if it could be the answer.
-Anna wonders what she will walk away from the exhibit with to help her decide... to
be continued...
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13. Xxxxx Arial Board14/16.8 pt
Inspiration Bold
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14. Xxxxx Arial Bold 14/16.8 pt
Semantic Differentials
BS Exhibtion
Semantic
Differentials
Very Somewhat Neither Somewhat Very
Individual teams
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process results
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creative technical
rough draft completion
abstract concrete
cold inviting
clarity obscurity
thoughts vacancy
clean ragged
comprehensive selective
innovation tradition
exciting uninspiring
art business
predictable unpredictable
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