Giselle’s Weblog

On entering the explorative process of my thesis, I sought
to find a focal point that would drive the design. Good
Shepherd Center offered the resources I needed. 
I identified the girls at Good Shepherd Center as
the driving force for my thesis but photographs
of these girls were not allowed as federal law
protects their images and their identities needed
to remain confidential. Instead, their voices, their words,
their ideas are the focal point of the design. I began
by meeting with a group of seven girls. I talked
a little about myself and then presented the project’s
concept to the group, in an attempt to build some
sense of trust and openness where an honest forum
could develop. The girls listened as I talked about
my work as a designer, my studies at MICA and
the concept of their words being used to represent
the image of Good Shepherd Center. We then
dived into the questions.

How long have you been at Good Shepherd Center?
Why do you think you needed to come to Good Shepherd Center?
What's different about Good Shepherd Center?
Describe Good Shepherd Center?
What do you like to do here?
What you would change about Good Shepherd Center?
Who is your personal role model?

Some filled both sides of a full sheet with answers to
these questions while others seemed to refrain from
expanding on their answers. After a few days I returned
to these sheets that the girls had handed back to me so
that I could read through them with a fresh mind. On her
sheet, one of the young ladies questioned why I was
trying to focus on the image of Good Shepherd Center
to the public and not trying to change what happens on
the inside. To that I respond by saying that by promoting
a better awareness of Good Shepherd Center in the public
arena, more donors and volunteers will make themselves
more available. With more resources of aid more things
can change and improve, giving the girls more of what
they need to overcome the challenges that brought them
to Good Shepherd Center.

I transferred their written words to the digital
screen, capturing every stroke of every word they
wrote. The objective now was to find the most compelling
vehicle for their voice. Through a series of trials I have
settled on a series of posters and a book titled We Are. 
Both are utilizing the handwritten words of these girls
and the girls I will interview in the weeks to come. 
Each chapter of the book will focus on a characteristic
that each girl shares whether they know it or not—we are
strong, we are troubled, we are hopeful. Through their
honest testimonials they will brand this non-profit organization.

My thesis addresses the question of how can design help the Good Shepherd Center build a strong community of staff members, supporters and students.  The Good Shepherd Center is the focus of my thesis and the resulting design items will answer the needs of the center and its residents.  “Love-in-Action” is the mission that drives this non-profit organization to take in young girls in order to foster their development into empowered leaders of the future.  My thesis will serve this organization and its residents by first producing an identity system. A strong and unified identity will promote the reputation, esteem and relevance of the organization, attracting supporters and students that can aid in the growth of the community.  Brand guidelines, letterhead, business cards, annual report, and website will constitute the physical form of the identity system.

Secondly, but in no way less important, my thesis will address the residents of the Good Shepherd Center directly.  The Good Shepherd Center houses adolescent girls who range in age from thirteen to twenty-one years of age and are experiencing emotional/behavioral difficulties of a psychiatric nature.  I have not determined the exact physical form of the items that the residents will interact with.  A few of the young girls that reside at this facility will answer a list of questions this coming week.  The questions will help me identify their dreams, their goals and the materials that they need to be successful in achieving them.

I have been researching the subject of social and political empowerment of women in an attempt to tighten the framework of my thesis and I have been able to identify some parameters that should help in defining my thesis.  My thesis is not a carbon copy of the campaigns that already exist. This project will build on the structure that exists in family development shelters in Baltimore.  This project will not only target women but also young girls. 

This is not a textbook study or a step-by-step guide of how to build a sustainable brand.  Instead I will investigate the needs and fill the gap that exists in the material and also improve on design and functionality.  I plan to focus this venture in the Greater Baltimore Area and I am interested in partnering with a local organization that works to inform and aid in social and political development as well as towards fostering women in leadership.  My thesis shares this goal with these organizations.

This thesis is not an advertising campaign for women’s rights but rather a collaborative design initiative that will bring more awareness to the social and political empowerment of women. Many of the organizations that seek to empower women, lack a strong presence in the Baltimore community.  The services and facilities available to those that are challenged by social and political issues seem so hidden from potential investors and the people that could benefit from their services.

Feels great to be back at MICA in the Graphic Design MFA program.  More to come.