For instance, rather than starting a project with a result, target, or focus in mind, I started the project without any context or guidelines.
I used paper, old acrylic ink, watercolor, and found imagery, and started experimenting within the deep, dark menu options of photoshop.
I presented the elements that resulted from this experimentation without context to a focus group and asked them to verbally express their understanding of the overall look and feel portrayed. Each group member gave one word to describe how the elements both separately and combined made them feel. From this research, a concept was born.
The final poster resulted in an awareness piece regarding Leukemia, a type of cancer that affects the blood and bone marrow. Leukemia begins in a cell in the bone marrow. The cell changes and becomes a type of leukemia cell. Once the marrow cell undergoes a leukemic change, the leukemia cells may grow and survive better than normal cells.
