COMPETENCIES
This page highlights the core competencies I developed throughout the Media Design MFA program, with a focus on how they shaped the No Strings thesis project. Each competency reflects both technical skill and creative strategy, showing how earlier coursework built the foundation for a cohesive brand identity and style.
1. Brand Identity Development
I learned how to create a complete brand system that feels both authentic and scalable. For No Strings, this meant blending rustic textures with pop-art elements to communicate rebellion, nostalgia, and craftsmanship. I acquired this skill through earlier projects where I built style guides and logo series, but the thesis gave me the opportunity to connect every element into a larger, cohesive identity. To grow the identity, I also considered trending elements in nostalgia, pop, and classic spaces while studying modern artists breaking into the art industry. The natural wood tones combined with vibrant colors and shapes common in the art toy industry, paired with nostalgic imagery, gave the brand a sense of rebellion and serious craftsmanship while carving out a unique market position.
2. Design Research & Strategy
Throughout the program, I became more intentional about using research to guide design. In No Strings, I relied on annotated bibliographies, peer-reviewed sources, and case studies to inform choices in typography, color, and audience targeting. Earlier assignments trained me to connect academic theory to design solutions, and this project solidified the practice. I also researched the expanding art toy market and explored growth potential in pivoting the brand from children’s toys to artistic expression. Being able to back up creative choices with strategy makes my work both reliable and professional.​
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3. Visual Storytelling
Storytelling has been at the center of every project I’ve worked on. For No Strings, the narrative of Pinocchio and “freedom from strings” helped define the visual style, from logo sketches to merchandise. Previous work, like festival campaigns and nonprofit ads, also gave me practice in tying emotional themes to design. Using popularized stories, I created a nostalgic mirror that highlights the craftsmanship of the toys, classic figures and materials presented with a twist. This competency matters because it allows me to turn visuals into stories people can connect with.
4. Logo Design & Iteration
Developing logos was one of the most rewarding parts of the thesis. I created multiple versions, from puppet skulls to whales to crickets, and refined them through sketching, critique, and iteration. Earlier courses taught me to value feedback loops and simplification, and this project pushed those skills further. The original logo concept leaned toward Disney’s Pinocchio with added elements to highlight the bare-bones nature of wood. From there, I dug deeper into the story, creating iterations of the whale, cricket, and puppet itself. I studied the art of puppetry and refined each logo using themes like sock, wood, and felt, materials central to the craft. This process showed me how logos can evolve from symbolic sketches into approachable, memorable identities.
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5. Motion Design & Animation
Working on the animated logo for No Strings gave me confidence in motion design. I used nostalgic rubber hose-style animation to highlight themes of rebellion and creativity while keeping the brand playful. My earlier A/V assignments, like the Chicago One Festival video, prepared me for blending sound, imagery, and movement into a story. The animated logo itself combined vector motion and stop motion, hand-drawn to showcase the sincerity of craft while highlighting sustainable and classic animation techniques. This skill will continue to be important as animation becomes more central in branding.
6. Typography & Layout Systems
I’ve grown comfortable building type systems and layouts that bring consistency to a project. For No Strings, I paired bold type with rustic textures to balance modernity with craft. Earlier assignments in style guide creation and festival branding helped me practice hierarchy and readability. The typography system was designed to be easily readable while still giving the brand a young, energetic feel. Typography is one of those subtle but powerful skills that makes every piece of design feel polished.
7. Color Theory & Application
Color choices defined the tone of No Strings. The mix of natural wood tones with bright, energetic pops of pink, cyan, and yellow created a bridge between tradition and pop art. I developed this competency through projects like Chicago One, where palettes had to align with cultural themes. For No Strings, the colors also reflected my personal style of modern whimsy, using CMYK basics with shifted tones to pay homage to both print culture and carnival aesthetics. Understanding color as both an emotional tool and a branding device continues to shape my work.
8. Product & Merchandise Design
Designing merchandise was a fun way to extend the No Strings brand. From apparel to wooden prototypes, each item carried the same visual identity as the logos and animations. Earlier coursework in campaign development taught me how to think about tangible brand extensions. For this project, I highlighted materials like wood and paint directly in the branding, using dripping textures and flexible imagery that could be adapted across merchandise. This competency showed me how to translate design into products people can physically hold and connect with.
9. Campaign Development
For No Strings, I designed billboards, social media assets, and merchandise that worked together as a campaign. This built on earlier projects where I created promotional strategies for nonprofits and festivals. It taught me to think beyond individual pieces and design systems that reach audiences consistently across platforms. Campaign development ensures a brand feels present, unified, and adaptable wherever it appears.
10. UX/UI & Web Design
Creating a website for No Strings allowed me to align user experience with brand identity. From navigation to imagery, the goal was to keep the site intuitive while still showcasing personality. Earlier coursework gave me practice with layout grids, prototyping, and design consistency. For this thesis project, I focused on placing imagery and products upfront while keeping navigation readable and simple. This competency matters because digital spaces often serve as the first impression of a brand.
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11. Project Planning & Time Management
Managing No Strings meant organizing multiple deliverables, logos, merchandise, website, video, within a structured timeline. Earlier courses helped me develop production schedules and break projects into phases. The timeline itself wasn’t overly difficult, but revisions required diligence and focus to ensure the best possible identity was created. This competency was critical for staying on track and producing quality results. Time management is what allowed the creative process to reach completion.
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12. Emotional & Cultural Design
Designing No Strings required me to think about how nostalgia, rebellion, and cultural references create emotional impact. This tied directly to my earlier research on novelty and emotional design theory. Using bright colors and expressive body language, I shaped visuals that resonate with familiar feelings while connecting to the growing culture of art toys and pop art. Understanding how people connect emotionally with design makes the difference between decoration and meaningful work.
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13. Sustainability in Design
I became more aware of how sustainability can be woven into brand identity. No Strings emphasized environmentally conscious storytelling as a key differentiator, showing that values matter in branding as much as aesthetics. Earlier research on consumer culture reinforced the importance of authenticity and responsibility. This competency matters because design doesn’t exist in a vacuum, it shapes both culture and accountability, and sustainability is a growing part of that conversation.
