Time Card Chart

The instinct is to just push harder, to chain yourself to your desk and force it. Instead, there are vast, dense tables of technical specifications: material, thread count, tensile strength, temperature tolerance, part numbers. A printed photograph, for example, occupies a different emotional space than an image in a digital gallery of thousands. But what happens when it needs to be placed on a dark background? Or a complex photograph? Or printed in black and white in a newspaper? I had to create reversed versions, monochrome versions, and define exactly when each should be used. We can perhaps hold a few attributes about two or three options in our mind at once, but as the number of items or the complexity of their features increases, our mental workspace becomes hopelessly cluttered. Our professor framed it not as a list of "don'ts," but as the creation of a brand's "voice and DNA.