Challenge 

 I work in the design industry . I deal with big organizations and/or creative agencies . The   company I work for is a service provider and helps clients express and translate their   brand values through typographic means such as custom font solutions . It is a highly   specialized niche service which needs a lot of explanation at the top and at the bottom of   a sales funnel : at the top because it is a quite pricy service and not all stakeholders   involved are aware of the necessity and power of custom typefaces in branding and at the   bottom because people involved in later stages of a ( re)design project are even less   familiar with branding / marketing topics , are on the execution side of things and try to   sustain the status quo against organizational pressure from the top ranks . Therefore I ’m   usually facing a multitude of challenges which includes a diverse group of stakeholders   and where a substantial part is ﬁnding common ground among decision makers and   executers throughout the entire process : from acquisition , to education , ideation ,   execution , delivery and implementation . The preferred method to achieve my goals is to   utilize the Design Thinking tool of Storytelling . 

 Selection 

 “ Every great product , every great service , every great institution has a story behind it .   Every great brand has a story and that story connects to the emotions , the characters ,   the values of the people that , that live that product every day . Storytelling 's always been a   part of business . ” – – Week 2 , Storytelling Tool 

 I could n’t agree more with the quote above . I ’m utilizing Storytelling because stories are   primal , fundamentally human and highly eﬀective vehicles to transcend profession , class ,   gender , age or any kind of social or geographical dialectics . The collective reception and   co - creation of stories unites stakeholders across organizational silos and helps to work   towards a common goal . 

 Application 

 In my latest project I had the opportunity to participate in a redesign of a major European   clothing retailer . My job was to custom ﬁt a typeface towards the needs of the clients –   both the responsible design agency and the retailer himself . I used to make use of   storytelling in previous projects but this time I tried to emphasize this design tool even   more . One of the reasons to do so was the surprisingly profound involvement of the   retailer which made me to multiply my eﬀorts in order to convince three parties at a time –   the retailer , the design agency and my design director . 

 I ﬁnd that one of the most overlooked tasks of a brand consultant or any kind of brand   service provider is simply listening to the client . Though it sounds so easy it is a diﬃcult   task which demands quite some grit . I experienced client meetings where the participants   were bewildered about this rather passive approach during the ﬁrst meeting . In order to   create a common story one has to listen what the other has to say . In my professional   environment it is usually the brand that speaks – or the brand manager on its behalf . My   job is quite simple : to help to articulate the essence of the brand with abstract means   such as a typeface . 

 In order to do so I carry out workshops with the client side to isolate certain brand values   that are important to emphasize and translate into a set of letters . If a brand is elegant 

 and feminine one would play with high - contrast serif typefaces and rather narrow   proportions . The opposite applies for rugged masculine brands . They ask for low- contrast , almost brutalist shapes . Of course this is just a brief and stratospheric view   since one can express certain characteristics through countless measures in a typefaces   such as : contrast , curve speed , weight , width , horizontal proportions , vertical proportions ,   and many more . 

 In this particular case I used storytelling elements to connect the contemporary means of   crafting garment and applied the processes metaphorically to a typeface . Repetition ,   uniformity , scale , resolution , details , materiality are factors that are relevant and were put   into consideration . The research and ideation part was presented as a in - person   presentation including details of the typeface contrasting details of modern day garment   and its production machinery . 

 Insight and Approach 

 To convey an emotional set of brand values or a brand story into abstract geometrical   shapes is an intimidating endeavor . I ’m intrigued though that through storytelling these   abstract shapes becomes relatable . We are all wired in a similar way . The hardest part is   not really the translation for me but the communication and presentation of my work .   Especially the educational part plays more and more a substantial part in my work since I   realize that the more I become a professional the bigger the gap of knowledge gets   between me and the client . Focusing more on visual sensitization through workshops ,   presentations and videos is something I spire to do for my next client . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Challenge 

 I work in the design industry . I deal with big organizations and/or creative agencies . The   company I work for is a service provider and helps clients express and translate their   brand values through typographic means such as custom font solutions . It is a highly   specialized niche service which needs a lot of explanation at the top and at the bottom of   a sales funnel : at the top because it is a quite pricy service and not all stakeholders   involved are aware of the necessity and power of custom typefaces in branding and at the   bottom because people involved in later stages of a ( re)design project are even less   familiar with branding / marketing topics , are on the execution side of things and try to   sustain the status quo against organizational pressure from the top ranks . Therefore I ’m   usually facing a multitude of challenges which includes a diverse group of stakeholders   and where a substantial part is ﬁnding common ground among decision makers and   executers throughout the entire process : from acquisition , to education , ideation ,   execution , delivery and implementation . The preferred method to achieve my goals is to   utilize the Design Thinking tool of Storytelling . 

 Selection 

 “ Every great product , every great service , every great institution has a story behind it .   Every great brand has a story and that story connects to the emotions , the characters ,   the values of the people that , that live that product every day . Storytelling 's always been a   part of business . ” – – Week 2 , Storytelling Tool 

 I could n’t agree more with the quote above . I ’m utilizing Storytelling because stories are   primal , fundamentally human and highly eﬀective vehicles to transcend profession , class ,   gender , age or any kind of social or geographical dialectics . The collective reception and   co - creation of stories unites stakeholders across organizational silos and helps to work   towards a common goal . 

 Application 

 In my latest project I had the opportunity to participate in a redesign of a major European   clothing retailer . My job was to custom ﬁt a typeface towards the needs of the clients –   both the responsible design agency and the retailer himself . I used to make use of   storytelling in previous projects but this time I tried to emphasize this design tool even   more . One of the reasons to do so was the surprisingly profound involvement of the   retailer which made me to multiply my eﬀorts in order to convince three parties at a time –   the retailer , the design agency and my design director . 

 I ﬁnd that one of the most overlooked tasks of a brand consultant or any kind of brand   service provider is simply listening to the client . Though it sounds so easy it is a diﬃcult   task which demands quite some grit . I experienced client meetings where the participants   were bewildered about this rather passive approach during the ﬁrst meeting . In order to   create a common story one has to listen what the other has to say . In my professional   environment it is usually the brand that speaks – or the brand manager on its behalf . My   job is quite simple : to help to articulate the essence of the brand with abstract means   such as a typeface . 

 In order to do so I carry out workshops with the client side to isolate certain brand values   that are important to emphasize and translate into a set of letters . If a brand is elegant 

 and feminine one would play with high - contrast serif typefaces and rather narrow   proportions . The opposite applies for rugged masculine brands . They ask for low- contrast , almost brutalist shapes . Of course this is just a brief and stratospheric view   since one can express certain characteristics through countless measures in a typefaces   such as : contrast , curve speed , weight , width , horizontal proportions , vertical proportions ,   and many more . 

 In this particular case I used storytelling elements to connect the contemporary means of   crafting garment and applied the processes metaphorically to a typeface . Repetition ,   uniformity , scale , resolution , details , materiality are factors that are relevant and were put   into consideration . The research and ideation part was presented as a in - person   presentation including details of the typeface contrasting details of modern day garment   and its production machinery . 

 Insight and Approach 

 To convey an emotional set of brand values or a brand story into abstract geometrical   shapes is an intimidating endeavor . I ’m intrigued though that through storytelling these   abstract shapes becomes relatable . We are all wired in a similar way . The hardest part is   not really the translation for me but the communication and presentation of my work .   Especially the educational part plays more and more a substantial part in my work since I   realize that the more I become a professional the bigger the gap of knowledge gets   between me and the client . Focusing more on visual sensitization through workshops ,   presentations and videos is something I spire to do for my next client .
### Output: 