DGAP

Developmental Genome
Anatomy Project

Process Book:

Developmental Genome Anatomy Project
Brigham and Women’s Hospital

PRESENTED BY:

Studio 5
Simmons College
300 The Fenway,
Boston, MA 02115

TEAM MEMBERS:

Kristen Cipriano
kristen.cipriano@simmons.edu
Simone Coleman
simone.coleman@simmons.edu
Mariclare Rethore
mariclare.rethore@simmons.edu
Allison Saffiotti
allison.saffiotti@simmons.edu

Table of Contents

PROJECT PROPOSAL 04
GANTT CHART 09
WEEKLY UPDATES 10
DELIVERABLES 11
LOGO REDEISGN 12
BUSINESS FLYER 13
VIDEO SCREENSHOTS 14
TIME TRACKING REPORT 15
REFLECTION 18

DGAP

Developmental Genome
Anatomy Project

Project Proposal:

Developmental Genome Anatomy Project
Brigham and Women’s Hospital

PREPARED BY:

Studio 5
Simmons College
300 The Fenway,
Boston, MA 02115

TEAM MEMBERS:

Kristen Cipriano
kristen.cipriano@simmons.edu
Simone Coleman
simone.coleman@simmons.edu
Mariclare Rethore
mariclare.rethore@simmons.edu
Allison Saffiotti
allison.saffiotti@simmons.edu

PREPARED FOR:

Tammy Kammin
Brigham and Women’s Hospital
Developmental Genome Anatomy Project (DGAP)
Linda Johnson
Brigham and Women’s Hospital
Developmental Genome Anatomy Project (DGAP)

05

SITUATION ANALYSIS:

The Developmental Genome Anatomy Project (DGAP) is a fifteen year
research study affiliated with Brigham and Women’s and Harvard Medical School. The study uses genome sequencing to better understand
genes of importance in human development. Participants from around
the world with genetic abnormalities have taken part of this study.
As stated on their website, DGAP’s objective is to “identify apparently
balanced chromosomal rearrangements in patients with multiple congenital anomalies and then to use these chromosomal rearrangements
to map and identify genes that are disrupted or regulated in critical
stages of human development.”
This study offers technologies, which are more sophisticated than most
other clinics, making it unique in the field. For patients it can provide
greater insight into genetic abnormalities that other studies cannot
provide.
DGAP has hired Studio 5 to create promotional collateral such as a
brochure and/or an informational video that describes who they are and
what they do. This might include images from the three different labs
and their employees. The target audience for the promotional material is
for those who would partake in this research or those who would like to
learn more about what they do. Ideally, these materials will focus on
describing the processes in the study and the benefits participants will
receive from being a part of this research. However, we must use caution
as not to coerce potential patients into the study.

THE PLAN:

Using existing informational materials about the study, the extensive
knowledge of our clients and access to laboratories we will update and
improve the informational materials of this study. For our studio 5
project, we will create the following materials:
LOGO REDESIGN
Our goal is to modernize the brand image because it is fifteen years
old and could use some improvement. However, it is important to maintain elements of the existing image, so that the brand is still recognizable
to patients. We also need to keep in mind the work of an outside agency
who is creating a new website for DGAP. We want to make sure all
designs align and are cohesive.
LEAFLET
The purpose of this is to create recruitment material that can be used
for conferences or when potential patients seek basic information of the
study. An existing leaflet is currently being used, so we would like to
create a new one using the rebranding of the study.
INFORMATIONAL VIDEO
Our clients have agreed to write a script for a 1-2 minute informational
video that will explain in simplified terms the work of DGAP. We have
been granted access to the various laboratories and building used by this
study for filming purposes.

TIMETABLE:

9/25

Initial team meeting w/clients. Goal is to learn more about the study
and our clients needs to reach a mutually agreed upon plan for
project proposal

10/5

Secondary meeting w/ clients. Brought roughs of logo and video
treatment to seek approval and gain feedback. Also discussed what
we need from our client to make our project successful

10/12

Work on logo revisions to prep for client meeting the following week

10/19

Bring all collateral to meeting to discuss any changes

10/26

Work on revisions of logo and collateral based on client meeting. Start
working on video treatment and fathering B-roll

11/2

Finalize video treatment and begin editing B-roll

11/9

Gather interview footage on-sight. Work on drafting new flyer

11/16

Work on editing video footage and schedule second filming session
on-sight. Based on the feedback from client make appropriate
changes to the flyer. Finalize logo design

11/23

Finalize footage and start to edited video including interview and
B-roll. Finalize copy for flyer.

12/1

12/10

Logo is finalized and flyer is finalized. Continue to work on the video
editing project.
Final client presentation in class

07

PROPOSAL BENEFITS:

DGAP will receive a redesign of the logo, an updated leaflet and informational video. If time allows we will updated business cards for our clients
featuring our new logo, creating a cohesive brand. This will provide the
study with informational tools to give to prospective participants or
others interested in learning about the study.

NEXT STEPS:

Once we receive approval of initial design ideas, the Studio 5 team will
move forward with the creation of the logo re-design, leaflet and informational video

SIGNATURES:

Agreement
Name: __________________________________ Date: _______________
Name: __________________________________ Date: _______________
Name: __________________________________ Date: _______________
Name: __________________________________ Date: _______________
Name: __________________________________ Date: _______________
Name: __________________________________ Date: _______________
By approving and signing this proposal, you agree to work with Studio 5
team members to accomplish the proposal goals within the agreed upon
time frame given the needs of the project. All time frames note are
estimates and will be mutually adjusted when necessary as the project
evolves. Studio 5 team members are pleased to have this opportunity to
work with your organization.
In order to defray the costs associated with your project, there is a
modest fee of $200, which is due within 30 days after approving this
proposal. Please make the check payable to Studio 5 and mail to:
Simmons College
Department of Communications
300 The Fenway
Boston, MA 02115

TEAM MEMBERS:
ALLISON SAFFIOTTI — PROJECT MANAGER
Allison is a senior at Simmons College studying Marketing and Public
Relations. Through previous internship experiences, she has sharpened
her skills in client relations, writing, social media and market research.
Currently, she is interning at Marlo Marketing Communications where she
is gaining hands-on experience in the public relations field. Allison also
serves as Co-President of the Public Relations Student Society of America,
where she assists with the planning and implementation of events for the
Simmons College Communications Department.

KRISTEN CIPRIANO — CLIENT LIAISON
Kristen Cipriano is a senior at Simmons College pursuing a double major
in Public Relations/Marketing Communications and Psychology. She has a
passion for creativity and is eager to strengthen her design skills. She has
worked on social media marketing campaigns in the hospitality industry,
working closely with diverse clientele and campaign management. Kristen
also enjoys volunteering with nonprofits in her free time. In the future,
Kristen is highly interested in pursuing communication work for hospitals
and corporate fashion brands.

SIMONE COLEMAN — CREATIVE
Simone Coleman is a senior at Simmons College studying Media Arts
with a double minor in East Asian Studies and English. Simone has always
been considered a very creative person, and much of her passions lie
with video editing, film, art, and writing. In addition to her classes, Simone
has honed her skills during her two work study jobs. She hopes that after
graduation she will be able to work with an animation or a film studio.

MARICLARE RETHORE — CREATIVE
Mariclare Rethore is a junior at Simmons College studying Graphic Design
and Art History. Mariclare has strong typography skills, a passion for
Minimalist design, Swiss Style grid systems, and a close eye on the latest
web trends. Her work experience has included design internships at both
Harvard Medical School and Slainte Media Group where she has had great
success applying her expertise for a diverse clientele. Ultimately, Mariclare
wants to use her skills to elevate brand messages through all forms of
visual communication online and in print.

Edit video

Secondary video interview

Initial video interview

Gather B-roll fotage

Edit script copy

Inital video treatment

Leaflet revsioins

Finalize leaflet deisgn

Initial leaflet deisgn

Finalize logo design

Logo revsions

Inital logo design

DGAP Gantt Chart

Sep. 6th-12th

Sep. 13th-19th

Sep. 20-26th

Sep. 27th-3rd

Oct. 4th-10th

Oct. 11th-17th

Oct. 18th-24th

Oct. 25th-31st

Nov. 1st-7th

Nov. 8th-14th

Nov. 15th-21st

Nov. 22nd-28th

09

GANTT CHART:

WEEKLY UPDATES:

Week 1

The team picked their roles for the project based on strengths and
personal interests. Allison was the project manager, Kristen was the
client contact and Simone and Mariclare were the creative team.
The team met with the client to learn more about the study and
discuss options for a project. Initially, the team was only going to
complete an updated brochure and logo.

Week 2

The project proposal was started and continued to be written during
the rest of the semester.

Week 3

The team was tasked with also completing a 3-5 minute informational
video for DGAP.
The project proposal and schedule were edited to include this added
task.

Week 4

The creative team began preparing roughs of designs and video
treatment to be sent to the client for approval. The team asked our
client to complete a script to be used for the video, highlighting all
crucial information. This would be due by the end of October to allow
for adequate filming time.

Week 5

Creative team began continued meetings with the client regarding
projects to ensure approval. B-roll shooting began as well as a test
interview with the client.

Week 6

Client sent script to Studio 5 team, where edits were made to condense content. More b-roll was being shot as well as interviews.
Designs were submitted for approval.

Week 7

First draft of video was complete and viewed by team to see what
other changes needed to be made. Brochure completed and sent to
client for approval.

Week 8

Deadline for completed brochure, logo and video. Team would begin
final process book and client presentation.
DELIVERABLES: UPDATED LOGO

11
CREATIVE LOGO DESIGN:

Developmental Genome
Anatomy Project

Developmental Genome
Anatomy Project

Developmental Genome
Anatomy Project

CREATIVE LOGO DESIGN:

DGAP

DGAP

Developmental Genome
Anatomy Project

Developmental Genome
Anatomy Project

DGAP

Developmental Genome
Anatomy Project

DGAP

Developmental Genome
Anatomy Project

DGAP

Developmental Genome
Anatomy Project

13
CREATIVE BUSINESS FLYER DESIGN:

CREATIVE VIDEO SCREENSHOTS:

15
TIME TRACKING REPORT:
These screenshots from BaseCamp show all our project house for DGAP categorized by date. Our
total hour count for this project was 59.30 hours.
Hours count by individual team member
Allison Saffiotti: 4.00
Kristen Cipriano: 10.20
Simone Coleman: 17.60
Mariclare Rethore: 27.50
Brigham Hospital--DGAP Study > Time tracking

12/9/15, 8:40 PM

Brigham Hospital--DGAP Study Studio5

| Back to the full time log

Time tracking report
Everyone’s hours from Sep 17 to today
Dec
09

Mariclare
Rethore

1.00

Final revisions of the flyer

Dec
08

Kristen
Cipriano

0.15

Communication with client for meeting and flyer update

Dec
07

Simone
Coleman

2.00

Finished editing video

Dec
07

Mariclare
Rethore

2.00

Packaging flyer and logo for client's use

Dec
06

Kristen
Cipriano

0.15

Communication with client for added copy, relayed to Mariclare

Dec
05

Simone
Coleman

0.30

Final filming of B-Roll of Brigham Hospital location

Dec
04

Kristen
Cipriano

0.20

Communication with client for flyer copy approval

Dec
04

Mariclare
Rethore

2.00

Finalization of flyer

Dec
03

Simone
Coleman

2.00

Editing and making final touches to final version of video

Dec
02

Mariclare
Rethore

3.00

Formatting process book and proposal for submission

Dec
02

Simone
Coleman

1.00

Film review of the rough cut and discussion of flyer with client

Dec
02

Mariclare
Rethore

1.00

Film review with client to talk about the rough cut of the video and
the flyer

Nov
22

Mariclare
Rethore

1.50

Flyer revisions

Nov
19

Simone
Coleman

2.00

Editing first and second rough cut of video

Nov
16

Mariclare
Rethore

1.00

Communication with client about flyer and revisions

Nov
12

Simone
Coleman

1.30

Editing first rough cut of video

Nov
12

Kristen
Cipriano

0.30

Communication with client on flyer drafts/revisions to relay to
Mariclare

Nov

Simone

2.00

Final filming of informational video with Tammy, Allison, and

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TIME TRACKING REPORT:

Brigham Hospital--DGAP Study > Time tracking

12/9/15, 8:40 PM

10

Coleman

2.00

Kristen

Nov
10

Kristen
Cipriano

2.00

Filmed informational video with Tammy, Allison, Simone

Nov
04

Simone
Coleman

1.00

Filming session of interview with Tammy and B-Roll

Nov
03

Simone
Coleman

2.00

Filming B-Roll at DGAP monthly meeting

Nov
03

Kristen
Cipriano

0.20

Communication with client for meeting and video information

Nov
03

Kristen
Cipriano

2.00

Filming B-role at monthly meeting

Nov
01

Mariclare
Rethore

2.00

Original photograph for flyer and revisions for new flyer

Oct
29

Mariclare
Rethore

3.00

Drafting new flyer

Oct
28

Simone
Coleman

1.00

Filming on-sight with Mariclare, Tammy and Linda

Oct
28

Mariclare
Rethore

1.00

Filming on-sight w/Simone, Tammy, & Linda

Oct
22

Kristen
Cipriano

0.30

Edited Video Script

Oct
20

Kristen
Cipriano

0.20

Communication with client and script draft

Oct
07

Mariclare
Rethore

2.00

Second meeting on site with Tammy & Linda

Oct
06

Allison
Saffiotti

2.00

Proposal and weekly update

Oct
05

Kristen
Cipriano

0.15

Follow-up Email with website discussion

Oct
05

Simone
Coleman

2.00

Secondary meeting with Tammy & Linda

Oct
05

Kristen
Cipriano

2.00

Secondary meeting with Tammy & Linda

Oct
04

Mariclare
Rethore

1.00

Meeting with teammates to discuss final proposal and project details

Oct
01

Mariclare
Rethore

2.00

Second meeting with Tammy & Linda

Oct
01

Mariclare
Rethore

3.00

Design roughs and digital mockups of new logo for DGAP research
project

Oct
01

Mariclare
Rethore

2.00

Initial Meeting with Tammy & Linda on site

Oct
01

Simone
Coleman

1.00

Video Treatment

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17
TIME TRACKING REPORT:

Brigham Hospital--DGAP Study > Time tracking

12/9/15, 8:41 PM

Sep
28

Kristen
Cipriano

0.20

Communication with client for project and meeting

Sep
18

Kristen
Cipriano

0.20

Follow-up Email and logo communication

Sep
18

Kristen
Cipriano

2.00

Initial Meeting with Tammy & Linda on site and group member
meeting afterward

Sep
18

Allison
Saffiotti

2.00

Initial meeting with client on site and studio 5 team meeting to
discuss actions post meeting

Sep
17

Kristen
Cipriano

0.15

Initial Communication with client

TOTAL

59.30

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REFLECTION:

Throughout the semester, our team has learned many things while working with our client, the
Developmental Genome Anatomy Project, particularly managing multiple design projects at once.
Our team was tasked with designing an updated logo, creating an informational brochure as well as
a short video for recruitment for the study. Through this, we learned how to create and present
new ideas to clients, to work through the confines of deadlines and to accommodate client needs.
However, one of the most notable things we learned was how to adapt to changes, particularly with
project scope and expectations. Initially, we were only creating an updated logo and brochure for
DGAP, when we were asked to also provide a video. We were able to complete this deliverable in a
short amount of time by reorganizing our project schedule and staying on task.
Overall, this experience was extremely beneficial and each team member felt they were able to
grow their skills. We look forward to applying these skills to projects in the future.