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California State University Monterey Bay

School of Computing and Design

CST 401 Capstone Lab

Capstone Final Report

Walk the Plank LLC. Graphic Identity
Mariel Calande & Joseph Connolly

Table of Contents:
Executive Summary --------------------------------------------------------- ​2
Problem Description -------------------------------------------------------- ​3-5
Project Background ----------------------------------------------------------------- 3
Problem Description ---------------------------------------------------------------- 4
Target Audience --------------------------------------------------------------------- 4
Environmental Scan ---------------------------------------------------------------- 4-5
Solution Description -------------------------------------------------------- ​6
Project Description ------------------------------------------------------------------ 6
Project Goals ------------------------------------------------------------------------- 6
Project Solutions and Problem --------------------------------------------------- 6
Methodology ------------------------------------------------------------------​ 7-11
Implementation Plan ---------------------------------------------------------------- 7-10
Resources ----------------------------------------------------------------------------- 10
Expertise and Skills ----------------------------------------------------------------- 10
Risk Analysis ------------------------------------------------------------------------- 10-11
Changes in the Project ---------------------------------------------------- ​11
Description of Project Deliverables ------------------------------------ ​12-15
Budget ------------------------------------------------------------------------- ​15
Timeline ----------------------------------------------------------------------- ​15
Evaluation -------------------------------------------------------------------- ​15-16
Collaboration Statement -------------------------------------------------- ​16-18
Final Documentation ------------------------------------------------------- ​19-24

Executive Summary
Walk The Plank LLC., was founded by Aron Cartes in 2017. Walk The Plank
began from Aron Cartes’ passion to share the amazing underwater experience
in the waters of Oahu, Hawaii. To share this amazing underwater experience that
Oahu, Hawaii waters has to offer he needed to provide people with professional
snorkeling and scuba diving guide services. The snorkeling and scuba diving
services what Aron Cartes has provided to his customers has made Walk The
Plank the company it is today. The company of Walk The Plank LLC. were in
need of a new graphic identity to help improve the company's visual
professionalism and credibility and to improve the company's overall exposure for
possible future expansion. We the designers took on this task with the guidance
of our Capstone instructor and our education provided by California State
University of Monterey to improve the graphic identity of Walk The Plank LLC.
The growth of our clients company will fall on our shoulders to provide our client
with the best professional design services which will performed by our creativity,
skills, teamwork and our ability to execute great design. We started first by
brainstorming, drafting, and then finalizing designs for each deliverable, all while
testing the efficiency of the designs. The deliverables included a new logo, a
graphic standards guide, a business card design, stationery, a brochure, a new
website, an improved Instagram and Twitter account, a content video, and sticker
designs. There were some changes made to the project as time went on, as
discussions were had with the client. We followed a timeline with deadlines set
by our Gantt chart created at the beginning of the project. Each designer had
different tasks that we fulfilled with testing and assistance from others. In
conclusion, we created nine different deliverables to satisfy our clients needs and
the requirements for the Communication Design capstone for the School of
Computing and Design.

Problem Description

Project Background

Walk the Plank LLC. was created by Aron Crates in Month/Year. Walk the Plank
LLC is a scuba snorkel instructional and guide service with the addition of
wedding, wedding vow renewal services. WTP (Walk the Plank LLC.) is based in
Hawaii on the beautiful island of Oahu. Aron Crates is in need of a graphic
design service to improve his business and its presences in this industry of scuba
and snorkeling. Aron is currently operating his business and its services through
Facebook and by telephone. The other asset of his company is his current logo
for the company.
Walk The Plank’s old logo:

Walk the Plank’s old Facebook page:


Problem Description
The main problem is the lack of online and visual presence. Walk the Plank LLC
had a very minimal web presence only consisting of a business facebook page.
In terms of print materials, there was none available for customers, as well as a
lack of digital and printed business stationery. Since Walk The Plank LLC is a
new company, they were also lacking in branding, branding guidelines and an
overall their graphic identity.

Target Audience
The audience of the services to be provided to Walk The Plank LLC., are of the
following of any who can partake in the provided services of Walk The Plank
LLC. The services provided by the design team are to attract the attention of both
the local population of Oahu Hawaii and tourists visiting the island that would
participate in the following services of Walk The Plank LLC.: guided snorkeling
excursions, guided scuba excursions, and underwater wedding services.

Environmental Scan
At the time of our project the time we have invested into research has returned
with a variety of results of businesses that provide the same services as Walk
The Plank LLC., of guided snorkeling and guided scuba services. The additional
services provided by Walk The Plank LLC. of underwater wedding services is a
new field of exploration of enterprise. The return of results of underwater wedding
services provided in the Oahu Hawaii region were very minimal. The market of
underwater weddings on the island of Oahu in Hawaii are an agreement of an
arrangement to provide the services of matrimony that partake in a subaqueous

Research on similar companies and related logos designs


Solution Description

Project Description
The project was about creating a graphic identity and a better web experience for
its customers and future customers. As the designers, we created a new Walk
The Plank logo and graphic identity in order to enhance their professionalism. By
doing this we had intentions on improving their marketing effectiveness and
presences with social media. We also created a video based on clips the client
has provided for us to use in order to demonstrate the services of Walk The
Plank and to add more to their social media. All of these actions are done with
the intentions that it will establish Walk The Plank in the local and tourist scuba,
snorkeling, and underwater wedding industry.

Project Goals
The goals of the project are to go above and beyond creating a professional,
well-crafted graphic identity, and to create an improved web and social media
experience for Walk The Plank clients. For this project we also want clear and
punctual communication between the client and designers.

Project Solutions
For this project, the solutions are broken down into the deliverables we find to be
important for the client to possess. Firstly, a redesigned logo was created, one
that fits the spirit of the company but also is appealing to the target customers.
The logo will be part of the branding of the company, which appears on the
needed business materials like business cards, business stationery, brochure,
customer invoice templates, and stickers. Lastly, a new website with modern and
intuitive design was created for the client, along with creating an instagram and
Twitter account for Walk The Plank LLC.


Implementation Plan

Task 1, Logo Design: ​We have categorized the work to be performed for the
development of rebranding of Walk The Plank LLC., into eight separate tasks.
The first task of redesigning the logo of our client’s company will be
accomplished with the education that the California University of Monterey Bay
has provided for us in the graphic design field. We will complete this task using
the following tools: paper, pencil, Adobe Photoshop, Adobe Illustrator, and Adobe
Acrobat. The use of paper and pencil with be for the concept development of the
logo design. The effectiveness of using paper and pencil is that it is immediately
available, time efficient, and cheap. We were able to establish a method of
design to produce strong well designed designs for our client with this method.
Developing the logo further required the use of the software tools, which is
generously supplied by California State University of Monterey Bay, of Adobe
Photoshop and Adobe Illustrator. The use of Adobe Photoshop and Adobe
Illustrator will be based on the experience of the design using these tools for
what task we wanted to accomplish. Based on the designers experience the
design will have the freedom to further develop the logo from sketches in either
Adobe Photoshop, Adobe Illustrator, or both. After the concept design of the logo
was established, the software Adobe Illustrator was used to develop the logo into
digital format. We provided our client with digital proofs of the logo in its
development process and we used the application of Adobe Acrobat to help
provide the format so that the client will be able to view the designs in a
professional manner. The logo was selected by the client and we were able to
move forward with the final design.

Task 2, Branding Guide: ​The second task of providing a branding guide was
completed by our knowledge on how branding is effective and the dos and don’ts
of using the new logo. These concepts were derived from knowledge that was
acquired from courses taken at California State University of Monterey Bay. To
create this branding guide could be completed with the use of the web services
of Google Docs to produce the professional level of quality of the guide.

Task 3, Business Cards: ​The third task of the design and development of the
business cards required the use of software and hardware devices. The design
of the business card was based on the designer’s preference of Adobe Illustrator.
Once the design of the business card was completed and the digital format of the
proofs were approved by our client a printed version was created by a local print
shop in the Monterey Peninsula area.

Task 4, Stationery:​ The fourth task of this project will require the use of the
Google Suite and Google Docs. Google Docs was a perfect tool to develop page
formatting such documents for business stationary. Proofs of such designed
stationary will be sent to client in .PDF format for clients feedback and approval.
Specific versions of the stationary that have been developed for print were
printed for proof at a local print shop in the Monterey Peninsula area.

Task 5, Brochure: ​The fifth task will be accomplished with using the software
Adobe InDesign. This task was accomplished with Adobe InDesign and its ability
to format page layout. The task was also completed by the designer’s experience
of use with this software in creating a brochure. The brochure design when
completed will be formatted for a .PDF file for use of the client. Proofs of this
brochure will be printed at a local print shop of the Monterey Peninsula area.

Task 6, Website: ​Task six was creating and the developing of the responsive
web 2.0 website for our client. The designer developed this website by using a
template Content Management Services or CMS web service provider Weebly.
The designer utilized their experience with this CMS system to develop the client
an easy to use professional website. Original graphics for the website were
developed using Adobe Photoshop and Adobe Illustrator. Photos and video were
created and provided by the client to be used on the client’s website. We also
addressed the functionality of the website to meet the needs of our client and his

Task 7, Social Media: ​Task seven was to embarked on to establish a social

media connection for the client in creating an Instagram and Twitter account to
help promote exposure for the company and its services will possible clients.
THe designer helped implement trending social media methods to help improve
the company’s involvement with the effective tools of social media. This action
will be performed by our research and our effectiveness to translate our research
to our client.

Task 8, Content Video:​ The eighth task will require the use of the Adobe
Premiere and Adobe After Effects software. The task was a challenge for our
team since both designers had little experience before the task was completed in
creating original video content. The video was created for the client in digital
format. The video was uploaded for use on social media platforms of Instagram
and YouTube. The video would be ready to be viewed on the client’s website as

Task 9, Stickers: ​The ninth task of souvenir stickers was developed by the
designer with the software Adobe Illustrator. We the designers researched where
we can turn our designs into a commodity for our client to producing quality

stickers. The development of the stickers was the result of our research into the
sticker making industry and its services.

Software that was used for the process includes Adobe InDesign, Adobe
Photoshop, Adobe Illustrator, Adobe After Effects, Adobe Premiere, Google
Drive, and Google Docs. The website was created with the web Content
Management System Weebly. Teachers and faculty staff were considered as
resources for knowledge and advice. Various online and in-person stores for
printing and sticker making was also considered.

Expertise and Skills

The designers current skills include primarily the ability to design documents in
Adobe InDesign, while integrating text and photos in order to be effective. At
California State University of Monterey Bay, the designers took several courses
that helped solidified their knowledge and skill in digital design, such as the
following: CST 201: Media Tools, CST 328: Digital Art and Design, CST 304:
Publication Design, CST 351: Web Design, and CST 404: Publication Workshop.
Design skills as well as basic web and print design are required for this project,
which the designer is capable of.
The designers needed to acquire knowledge and expertise on publishing
physical documents, specifically using services to use to print materials. The
designers performed tasks of user testing by seeking feedback from design
drafts and checking with his and her peers.

Risk Analysis
Some events that may have occurred that would have caused the project to not
be completed by the end of the CST 401 course would include: not receiving the
text and photos from the client in time, not receiving concrete client feedback for

the deliverables in time, lack of time or budget for possible resources,

cancellation of the project by the client, sickness of the client or designer, and
unexpected physical or digital accidents involving the client or designer.

Changes in the Project

The project overall had very few changed made. One change was the switch
from Facebook to Twitter when our client decided to delete the business’s
Facebook page and created a Twitter account instead. This allowed us to focus
on the new Twitter account and the Instagram account that the client had
previously. Another change was the removal of customer invoice templates for
email. This was removed because the client saw no need for it at the time.
Another change was the switch from a trifold brochure to a single-paged flyer
design. Initially we thought the trifold would be perfect to fit a lot of information
about the company and its services, however it became apparent that the client
didn’t have enough content to fill the trifold. We felt with our page layout design
for the single-paged flyer would be better suited for the smaller amount of
content, so we went with a document that was 3.75” x 8.25” and double sided.
The content video was also tweaked after discussions with the client. We thought
it would have more information about services and would show actual footage of
these services and an underwater wedding, but this was changed after we found
our client didn’t have footage of those services and would prefer the video to be
short and only give contact information.

Description of Project Deliverables

Responsive web 2.0 website:
We created a responsive website design for our clients which was created with
an web content management service and hosting services, Weebly. The use of
the content management system will provide an ease usability for the client to
maintain their company’s website after our services are rendered.
We also provided the client with demonstrations on how to edit the websites
content and how to maintain a day to day presence with the website and
provided demonstration for website upkeep.
At the time of the projects completion the client will inherit all work that has been
developed for the website and all of its content. The client will be given the login
information, as well as a Maintenance Guide. At this time our client will take over
full responsibility and ownership of the website and its function.

Improved Social Media:

We developed an improved social enriched environment for our clients using the
social media networks of Instagram and Twitter. The client will be instructed on
the functionality of these social media networks to help improve and endorse the
business of Walk The Plank LLC. At the end of the project the user account
access will be inherited by our clients and will prompted to change the account
password to protect the accounts security and control. With the account transition
from designers to client, the client will take over the full responsibility and
ownership of the social media accounts developed for the client and its functions.

Redesigned Logo:
As designers we provided the client with a professional original design for the
company’s logo. This will include that all artwork developed and its ownership
rights of the logo to Walk The Plank LLC. The developed logo will provide the
company with a professional identity.

Graphics Standards Guide:

We created and provide our client with a Graphic Standards Guide. The Graphic
Standards Guide that is concise on how to use the new logo for our client. This
guide will be clear and cohesive that will ensure consistency of the brand with
everything to be developed after our services are complete. The guide includes
instructions on how not to display the logo, what fonts to use, the colors to use
for branding, etc. The client will provide this standards guide to establish
understanding of how to effectively use the guide for future design developments
and marketing material.

Content Video:
The video was created for the client’s use to help show footage of scuba diving
by Walk The Plank LLC. to their customers. The client provided the video clips to
be used in the content video. All of the content used in the video and its
ownership of rights of the video are given over to the client.

Business Cards:
With our design services for our client of Walk The Plank LLC., we provided the
client with a business card design. The business card will provide a physical
object that the client can distribute of tangible information. The business card will
also provide a physical device that possible customers, partners, or investors can

take with them. The content that is found on the business card provided Walk
The Plank’s information that is vital for the receiver of the business card to get
into contact with the client. The business card contained the clients business
name, the business owners name, phone number of the business, and a place
for digital connection of the company.

Business Stationery:
Our design efforts towards this graphic identity project provided Walk The Plank
with a professional business stationery that will follow the Graphic Standards
Guide provided for the client. The business stationery will includes items such as
invoices, information documents, and letterheads. The printed version of these
documents will provide the company with the credibility and professionalism
needed for its customers and clients. The template includes the client’s contact
information as well as the company logo in the letterhead. There are versions in
color and for black and white printing.

We designed and developed our client a brochure for his business. The brochure
caters to the client and provides vital information of the services that are provided
by Walk The Plank LLC. The brochure also contains contact information and
additional information that retains to the company to promote his services. The
brochure was formatted to the dimensions of 3.75” x 8.25” paper and are in color,
as well as double sided. These brochures are intended as marketing promotional

A sticker design was created that retains the identity of our client’s company. The
stickers were developed for promotional marketing material. The stickers were
created in a business professional format that will create an easy format for the

client to create the stickers using suggested services that create such content.
The sticker includes the company name, logo, and the client’s email contact.

Budget and working time are divided by each deliverable. The hours of work per
day can be estimated to be between 4-6 hours. Some deliverables took between
2 to 3 days, while other larger deliverables took somewhere between 5 to 9 days
to complete. If the hourly wage is $20/hr, then the work designing the
deliverables can be at the minimum $1,040. Cost of print materials will vary, but
can be between $30 to $100 depending on the service and resources available.


We learned from our testing throughout the project that some design aspects had
to be changed according to the needs of the client and how they appeared when
printed or put on a website or social media account. We learned that since the
client did not have much to start with, we had to create designs from scratch that
our client approved of. We also learned that some choices had to be made in
order to balance professionalism and the adventurous nature of the company. In
our testing we also found that there were some issues with the website that were
due to the fact that it was made with Weebly. Weebly does not allow editing of

the site for the mobile version, since it is a responsive website that automatically
changes to fit mobile devices. This became apparent only later on when we were
testing the site for how it looked on mobile devices, but the main problems with
text on the homepage was fixed. Overall, it would have been more ideal if we had
completed each deliverable quicker so we had more time to test each one to
make sure it appeared correct on print or digital platforms.

Collaboration Statement
Mariel Calande
The beginning of the project involved collaborating and drafting of thumbnail
designs for the logo. I drafted two pages of thumbnails, and from that I picked
two designs to focus on. I created two first drafts for the logo, and the final color
and black and white logo, as well as a few alternate versions with different text
placement and dark backgrounds. I also created the Graphic Standards Guide,
which included all the versions of the logo, images of the stationery, the color
palette, the typography and fonts used, a guide on photo correction, and a
section on improper usage of the logo. I created three business card designs,
where one became the finalized the design. I then created a card template from
that design and a guide on how to create new business cards from the template.
While Joseph and I both created sketched drafts for the brochure, Joseph
created digital drafts that I then used to create the final brochure design. I then
created the website in Weebly and added all the pages and content to it, with
feedback from our client. After the website was complete, I created a
maintenance guide so our client would be able to easily update and maintain the
website in the future by teaching how to edit pages with Weebly’s drag-and-drop
system. At the same time, I looked into the social media accounts and updated
the username, avatar, biography, and added posts about the improved website
and company logo. I then created the content video in Adobe After Effects to be

uploaded to youtube, the social media accounts, and on the website. Lastly I
created the sticker after discussing with our client what he was looking for,
including the company name, logo, and client’s email address.

Joseph Connolly
The project of a new graphic identity for Walk The Plank started with
brainstorming on a design for the new logo. Learning from Logo Design with
instructor Bobbi Long, I was able to utilize the lessons learned from the course. I
created concept sketches that were a part of the projects logo development
process. As a team we decided to stay nautical with our concept sketches, so I
applied paper and pencil for these fresh new concepts for the logo design. Later
on I was able to create a digital version of the logo in Adobe Illustrator.
After the logo was designed by Mariel and approved by our client we moved
forward with other tasks. I was assigned to produce a brochure for Walk The
Plank. Working with different ideas of design for the brochure I ran into trouble
with how to design the brochure and the deliverable of the brochure was stalled.
Mariel picked up on one of my design ideas for the brochure and went forward
with creating the brochure, designing both front and back.
The next task that I was assigned to was to design and create a letterhead for
our client. I researched other letterheads on the internet to inspire my creativity to
help develop ideas for page layout for the letterhead. After researching possible
design ideas, I went forward and used Google Docs to create a professional
layout and format for the letterhead.
Aron Cartes
Our client Aron Cartes helped make this project possible by working with us to
make sure we had the content that was required to complete certain deliverables.
Aron provided the photos used for the graphic standards guide, the brochure,
and the website. Aron also provided the text used for the brochure and the
website’s services page. Aron was the one who first owned and set up the social

media accounts as well. Lastly, Aron provided all of the footage used in the
content video.
Classmates and Faculty
Various classmates and faculty helped us with testing throughout the project. We
received feedback and design advice from classmates Valerie Balanon, Alisah
Vasquez, Nathan Nakao, and Nichole Bloch. We also received technical help
from Kevin Cahill.

Final Documentation
Final Logo:

Business Card:

Front Back


Standards Guide:

Content Video:


Social Media: