Art Out
CASE STUDY
Visual Design | Branding | Wireframes| Poster Design
ArtOut is a non-profit that connects children and art with field-trips, presentations and hands-on activities to local art museums, ceramics/pottery studios, arts and crafts workshops, outdoor painting locations, and more....
PROBLEM
Public school funding is very limited in California and other states. Arts programs are at a high risk of being canceled. In addition, children are too busy with homework and after-school activities to be able to carve out time to engage in creative endeavors. Often, parents have long hours and demanding workload to be able to find opportunities for their kids to learn and practice art or to accompany them to places that showcase art. Steep home prices and competitive environment here lead to mostly both working parents or in case of a single-earner households, few extra dollars may be left for additional enrichment for the kids.
SOLUTION
Why ArtOut? What we do...We ensure that kids do not miss out on having the right start and have creative arts in their young life. To inspire, enrich and expand young minds, we expose children to various creative experiences. Studies have shown that young children gain numerous valuable benefits by participating in artistic activities and going on field-trips. We are a non-profit that connects children and art with field-trips, presentations and hands-on activities to local art museums, ceramics/pottery studios, arts and crafts workshops, outdoor painting locations, and more...
RESEARCH
I researched online to find specifics on the benefits and availability of arts and related field-trips to children. My research included data on per-pupil art spending and access to art education. I also spoke to elementary school teachers and friends who are parents of school-age children. Lastly, I compared similar non-profits to ArtOut to differentiate and help define its functionality.
Link to Detail Research
Key Recommendations
* Engage community resources to build strong, systemic arts education programs for students throughout our state.
* Support arts teachers and general classroom teachers.
* Prioritize Arts Education:
Resource allocation for arts education has been greatly impacted. These are important precursors to building high quality arts education opportunities for students. Examples include dollars to purchase crayons and paper or time allocated to teach the arts.
Budget Allocation - 50% of schools reported having no budget allocated for curricular support materials and supplies for arts education.
Target Audience
Based upon the observations from the research and my conversations, I defined the primary and secondary target audience as follows:
Primary Target Audience
PARENTS - Adult: M/F, Age 30-45
skilled, married with children,
working-class from upper-middle-class suburban household
Secondary Target Audience
YOUTH: M/F, Age 6-9
from upper-middle-class suburban household
Information Architecture
User Persona | Moodboard | Color Studies | Wireframes
Finalized Logo
MICROSITE DESIGN
Link to Microsite
Arts and Crafts activities: Rangoli Art, Sand Art, Jewelary Making, Ceramics and Pottery, Oil-pastels, Paper Mache..
ArtOut microsite is a simple and colorful one page scrolling site that is informational, easy to and understand and use. It is designed to help parents and young children alike know, which activities and field trips are offered and also support ArtOut by volunteering, donating to or advocating for the arts.
ADVERTISING CAMPAIGN
Design graphic ADs to be placed in Pinterest, Instagram and Magazines for parents. Pick three or more values or skills that children acquire from learning art such as Focus, Collaboration and Perseverance. Depict them pictorially and tie the message into the ArtOut campaign.
“There are three responses to a piece of design....yes, no, and WOW! Wow is the one to aim for.” - Milton Glaser
Kimaya Firodia Kelkar is a talented and driven UI / UX and graphic designer based in the lovely San Francisco bay area. She strives to make her designs unique, usable and ones that convey the essence of the content.
Kimaya believes that creativity can be expressed in many forms and programming is one of them. She spent early years in her career designing algorithms and creating code!
She always loved all things art and likes to spend her free time composing Ikebana arrangements, taking photos, sketching, paiting, listenign to music, reading and traveling. She feels that using new media to achieve delightful visual communication is the key to successful design.
She looks forward to hearing from you!
hello@kimayafirodia.com