Why Narrative Matters3:10 with Devin O'Bryan
You aren’t just promoting your outputs—you’re promoting yourself! Let’s take some time to discuss how to best accentuate your brand.
Few storytellers can boast a near perfect box office record, but 0:00 Pixar seems to have truly figured out how to win the hearts of their viewers. 0:05 Back in 2011, one of their story artists tweeted out a series 0:10 of 22 rules of storytelling according to Pixar. 0:15 It's number 4 of those 22 that really stands out to me, and 0:19 it states the following. 0:23 Once upon a time there was blank. 0:26 Every day, blank. 0:28 One day, blank. 0:30 Because of that, blank. 0:31 Because of that, blank. 0:33 Until finally blank. 0:36 Now you don't have to flesh out an entire award-winning plot 0:40 to win your viewers over, like Pixar. 0:45 We're keeping it a little simpler over here. 0:48 You just need to build a little empathy with your viewers, like Pixar. 0:50 You need to develop your narrative. 0:54 We're defining narrative here as a written or spoken account of connected events. 0:58 Chances are, if you're showing off design or 1:04 development work, then you're more likely to have a written account of events. 1:08 And that written account needs to be crisp, concise, and 1:13 most importantly, it needs to address what you care about as a creator. 1:17 Because that's your personal brand. 1:22 That number four storytelling rule by Pixar, once upon a time there was blank. 1:26 Every day, blank. 1:30 One day, blank. 1:31 Because of that, blank. 1:32 Because of that, blank. 1:33 Until finally blank. 1:35 Yeah, it can easily be a format for you to create what you want to write for 1:37 your company, text for the entries in your portfolio. 1:42 But more importantly, you can address the bigger picture of what you 1:47 put in your portfolio and the overall lessons learned through your efforts. 1:52 For example, let's take a peek at Patrick Chu's Craft Con branding project. 1:59 There's a great story to follow, where he sets up this narrative of being trusted 2:04 to brand a one day conference for his fellow IBM designers. 2:09 He addresses his decisions he made visually, like colors and 2:14 shapes, all based off of the Post-It notes that adorn the walls and 2:19 windows of the IBM studio in Austin. 2:24 It was also important that nearly everything used was a repurposed 2:27 material to show the impact of the designer's touch. 2:31 Any time a potential employer sees a collection of work, 2:35 they'll notice themes and patterns found in how the work was created or 2:40 why certain decisions were made through the creative process. 2:45 You're in control of that exact narrative. 2:49 But only you will know how your personal brand fits within that narrative and 2:52 only you can tell that story. 2:58 We'll spend some time later in this course discussing the importance of setting goals 3:01 to achieve specific results in your portfolio. 3:06
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