The Crucible Book Jacket
Graphic Design • Branding • Collateral
Suzan Elliott
Marital Status:
Married with Adult kids
Archetype:
Moderate Alzheimer's
Suzan is a mother of 3 who used to work for a real estate agency. The work was fast paced and fun, and the risk was high but that's what she enjoyed the most. Since being diagnosed with Alzheimer’s she has had to slow down and think things through more than she is used too, causing some frustrations. She has outbursts of frustration, but can usually calm herself down with some deep breaths.
- wants to be self-regulated
- engaging her brain
- doesn’t want to be a burden to her family
Frustrations
- cheaters
- knockoffs or illegal replicas
- whiners
"
Alzheimer's is a journey, not a destination. We walk it together, one step at a time.
Reagan Solace
Reagan loves to embrace her wild side and is constantly seeking for new and real expression of life. Recently broken up, she needs to find a new hub for creativity. She loves poetry and scones.
- passion for the arts
- new growth and ideas
- independence
Frustrations
- the mundane and repetitive
- coffee shops that don’t cater to real people
- Instagrammers
"
The best coffees are the ones that taste like a conversation.
Savanna Segal
Savanna has been working from home for years and growing plants was first a hobby that has now turned into a passion. Recently she has been wanting to harvest her vegetables but doesn’t have any new or fresh recipes.
- passion for growing
- wanting to be self-sufficient
- new and fresh recipe ideas
Frustrations
- all the recipes are similar
- unhealthy recipes
- recipes that don’t actually use vegetables
"
Knowledge is knowing that a tomato is a fruit. Wisdom is not putting it in a fruit salad.
Ariana Fernsby
Marital Status:
Married with kids
Archetype:
Dedicated Mother
Ariana just recently lost her job of 9 years and all the health benefits causing her and her family to be dropped by their health provider. Recently, Jimmy, her son, developed a cough and a fever. After an expensive doctor’s visit, Ariana finds out her son had a common cold that quickly turned into walking pneumonia, but without health insurance Ariana cannot afford to get Jimmy treated.
- being productive
- her family’s safety and well-being
Frustrations
- slow responses
- lack of sympathy and communication
"
Kindness is the language which the deaf can hear and the blind can see.
Andrew Wilson
Marital Status:
Married with kids
Occupation:
Brand Executive
Andrew is an adventurous thrill seeking individual who wants to get away from it all by discovering the outdoors. He and his family of four love to travel and are passionate advocates of nature. He's constantly seeking out new information to stay well informed and keep his family active.
- to treat his family with the best hidden gems of Florida
- experience something different than the typical Orlando theme parks
- enjoy the beauty of nature and save the planet
Frustrations
- slow responses
- lack of sympathy and communication
- lack of sympathy and communication
"
A marsh is a whole world within a world, a different world, with a life of its own
Persona 2
Zach Johnson
Marital Status:
Married with Adult kids
Occupation:
Financial Assistant
Zach Johnson just became a full-time caretaker for his mom who has mild Alzheimer’s. There was no one else to support her full time and felt that the best support would be from himself than personal care. However, since he is new to being a full-time caretaker, he feels disconnected to others and cannot fi nd the support he needs to bring balance to his life. Therefore, he has become burnt out.
- find support for his mom
- more organized
- connected to help
Frustrations
- Overwhelmed
- difficult to find support
- cannot find effective tools for Alzheimer disease
"
Time is precious, especially for those with Alzheimer's. Let's make the most of every moment.
Persona 2
James Wolfe
Occupation:
Content Creator
James is a motivated individual who loves to find new adventures and share them with this social media network. He loves being the first to know about something so he can let his following and other influencers know right away.
- the vlog and keep people informed
- educate others about climate change
- share his adventures and golden gems
Frustrations
- hindered by social norms
- people who lack knowledge of global warming
- non-personailzed experiences
"
The marsh did not confine them but defined them and, like any sacred ground, kept their secrets deep.
Target Audience
Marital Status:
60% Married
30% Divorced
10% Single
Gender:
60% Female
40% Male
Target Audience
Education:
High School & A.A.
Gender:
60% Female
40% Male
Needs:
A space for creativity and good coffee
Target Audience
Education:
Associates & Higher
Marital Status:
40% single
30% dating
30% married
Gender:
60% Female
40% Male
Needs:
Easy, quick, and simple recipes that utilize the home grown garden harvests.
Target Audience
Needs:
Safe Outdoor Experience
Interviews & Survey Results
The Inspiration
“Everybody’s Alzheimer’s is different, so everybody has different experiences with it [...] you have to have like a lot of teamwork with it.”
-Taylor Packey worked in assisted living home caring for 10 people at once with Alzheimer’s and Dementia
Surrealism emerged in the 1920s as a response to the Dada movement, aiming to merge the unconscious and conscious mind by blending dreams with reality. Led by André Breton, this movement rejected logical representation in favor of psychological depth, emphasizing illogical object placement and dreamlike imagery. Originating in France, surrealism influenced later movements like Abstract Expressionism and Postmodernism, leaving a lasting impact on the art world.
"Growing your own food is like printing your own money."
"No act of kindness, no matter how small, is ever wasted."
"My favorite thing about Air-boating is that no two tours are the same. Every time is an adventure"
“A lot of people need more understanding and patience with people who have dementia [...] a lot of people just don’t realize how hard it is to take care of someone who has dementia”
-Angel Rodriguez, main caregiver for grandmother with Dementia
“[episodes for patients] can happen at any given moment [or] they wake up with episodes, so caretakers have to do a lot of acting”
-Michael Atkinson, Chef at retirement home with daily interaction with patients
“Sometimes they would be your best friend, other times they would yell and scream”
-Heather Cole, CNA in dementia unit & two family member with Dementia
“They really like music … that’s something that I found when working with them. Since they really engaged with music [and] dancing, every week we would do that. Music is a good resource”
-Melody Dove, worked in memory care unit with assisted living facility & grandmother with Alzheimer's
“It’s very important to have someone that will come on a regular basis to relieve you so that you can make your plans”
-Sandy Preston, sole caregiver for husband with Alzheimer
“The government does not really provide assistance until it is shown that this person [...] is a threat or this person is a danger to himself or the environment, and what they classify as a danger to the environment varies greatly”
-Christian Crawford, stepfather with Alzheimer's & grandfather with Dementia
The Branding
clean • accessible • clear • simple • versatile • fun
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The Branding
passionate • spunky • inspired • open • skillful • odd
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The Branding
fresh • simple • colorful • healthy • tasty • fun
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The Branding
loving • practical • tangible • respectful • mindful • compassionate
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25th Anniverary Logo
The Branding
Family-Friendly • Natural • Educational • Exciting • Informative • Creative
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Thank you
If you have any questions please don't hesitate to contact me.
I look forward to speaking with you.
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