Chazan, D. J., Pelletier, G. N., & Daniels, L. M. (2021). Achievement goal theory review: An application to school psychology. Canadian Journal of School Psychology, 37(1), 40–56. https://doi.org/10.1177/08295735211058319
This article discusses the application of Achievement Goal Theory (AGT), a widely used framework in motivation research, to the field of school psychology. Despite its extensive use in contexts like education, work, and sports, AGT has not been integrated into school psychology practices. The authors aim to review AGT’s theoretical foundations by exploring its evolving models and examining its impact on cognition, emotion, and behavior, while also introducing a multiple-goals perspective. By applying AGT principles to tasks such as assessment, intervention, and consultation, school psychology professionals can foster strategies that enhance self-improvement and interest among students, potentially leading to improved outcomes. The authors are professors at the University of Alberta and specialize in educational psychology. Chazan in particular has published over 60 papers that focus on developmental psychology, sociology, and pedagogy, among various other related subjects. The inherent biases of the authors center around the importance of a psychological approach to education. This journal helped to support the decision to focus on achievement as the main benefit the brand sought to fulfill. By citing case examples and statistics within the article, conclusions were drawn about the benefits of applying ATG to appeal to younger audiences’ needs.
Christie, M., & Carson, N. (2021, August 9). How to craft a powerful logo shape. Creative Bloq. https://www.creativebloq.com/logo-design/psychology-logo-shapes-8133918
This article explores the psychological impact of logo shapes and how they influence brand perception. It explains how different shapes convey distinct emotions and messages. The piece also briefly explains Gestalt theory, emphasizing how the brain processes visual elements to create meaning, and offers practical tips for designing effective logos, including simplicity, grid-based structure, and clever use of negative space. Additionally, it highlights real-world examples like Nike, WWF, and Amazon to illustrate how powerful logo design can shape brand identity. Nick Carson is a brand consultant who has worked with many agencies to help brands develop everything from voice and tone to creative campaign copy. He is also the founder and chair of judges for the Brand Impact Awards. Martin Christie is creative director at Logo Design London. He has over 20 years of experience in the field of graphic design and brand development. These authors biases are centered around conventional methods of logo design. They have developed their methodology over many years of real-world experience and likely do not deviate from those methods. This is not necessarily a bad thing, but it might color their perception on how to make a successful logo. This article is used to support design decisions made in the development of LOGiQ’s logo. The correlations and advice these authors provide helped to narrow down the best logo option for the brand.
Dordevic, B. (2025, February 3). 6 futuristic graphic design styles you should explore. Alpha Efficiency. https://alphaefficiency.com/futuristic-graphic-design#benefits
This article offers practical guidance for designers looking to create distinctive futuristic designs without falling into overused trends. It explores six emerging styles that can help modern designs stand out while maintaining originality. Beyond visual trends, the article emphasizes how futuristic design can strengthen branding, emotional connections, and user experience when combined with strategic thinking about digital profitability. Brian Dordevic is the CEO of Alpha Efficiency a business consulting service and has worked in the marketing industry for over 15 years. His inherent biases center around his sales and marketing background. This kind of bias may focus on design trends that may or may not be grounded in solid research. This article helped to provide examples and reasoning for the implementation of a blend of futurist design styles to synthesize an eco-futurist aesthetic.
French, K. (2024, August 21). 27 tips to make motion graphics that make an impact. Column Five. https://www.columnfivemedia.com/27-tips-to-make-motion-graphics-that-make-an-impact/
This article provides a guide to creating effective motion graphics, offering expert tips organized by key stages of production. It emphasizes the importance of clear goals, collaboration between writers and designers, and thoughtful audio choices to enhance storytelling. The piece also highlights common pitfalls to avoid, such as sloppy transitions or overcomplicated concepts, while encouraging simplicity and professional execution. Full of practical advice and real-world examples, it serves as a valuable resource for anyone looking to craft compelling motion graphics that resonate with audiences. Katy French is a Content Marketing Director at Column Five. She has worked as an editorial writer for over 10 years and before that as a marketer and copywriter. Her writing about motion graphics appears relatively unbiased and seeks only to educate other on what she knows. This article is used to support design decisions made in the development of the logo animation. The advice she gives in the article help to improve the initial iteration of the animation.
Ghouse, S. M., Shekhar, R., & Chaudhary, M. (2024). Sustainable choices of gen Y and gen Z: Exploring green horizons. Management & Sustainability: An Arab Review. https://doi.org/10.1108/msar-04-2024-0018
This study looks at how young people in India make environmentally friendly purchasing decisions. It uses a framework called the Theory of Planned Behavior to explore how factors like digital skills, eco-friendly habits, knowledge, attitudes, and social influences shape their choices. Based on a survey of 680 students from northern Indian cities, the study found that Gen Y is influenced by attitudes, digital literacy, and eco-friendly behavior, while Gen Z is also guided by environmental knowledge and social norms. The findings offer useful insights for creating strategies to encourage sustainable shopping habits and support global environmental goals. Dr. Suhail M. Ghouse, Associate Professor of Marketing & Entrepreneurship, specializes in sustainable business, green marketing, and rural entrepreneurship. Rishabh Shekhar is currently working as a designated Assistant Professor, in ICFAI University and his current area of research is mobile commerce and banking. Monica Chaudhary is PhD Associate Professor at Melbourne Institute of Technology. Her research focuses on consumer behavior and marketing. The inherent biases of the authors center around marketing sustainability to younger audiences. This study helped to support the establishment of eco-friendly and sustainable attributes of the brand as a focus for the brand’s design aesthetic. Since the main material product of the brand is wood, the decision to appeal to the target demographic (teens/young adults) by emphasizing sustainability and a green future was supported by the information in this study.
Gout, E. (2021, April 20). Emotional appeal: How art can inspire action on climate change | Lamont-Doherty Earth Observatory. Lamont-Doherty Earth Observatory Columbia Climate School. https://lamont.columbia.edu/news/emotional-appeal-how-art-can-inspire-action-climate-change
This article explores how art can serve as a powerful tool to inspire action on climate change by evoking emotional responses. It highlights how visual, musical, and performance art can communicate complex scientific concepts in accessible ways, fostering empathy and urgency among audiences. The piece features insights from researchers and artists who collaborate to bridge the gap between science and public engagement. By appealing to emotions rather than just facts, art can motivate people to care about and address the climate crisis more effectively. Elise Gout is currently the Special Advisor for Federal Initiatives. She holds a degree in Sustainable Development and Economics from Columbia University. This article helped to support the decision to utilize a design aesthetic that projected futurism and sustainability. The art direction of the brand was not only chosen project the values of the brand but also to inspire and engage the target audience.
Inspirit AI. (2024, October 9). 12 engineering project ideas for high school students. https://www.inspiritai.com/blogs/ai-blog/engineering-ideas
The article presents 12 hands-on engineering project ideas designed to help high school students explore fields like renewable energy, robotics, and sustainable design. Projects range from building DIY solar chargers and hydroponic systems to constructing Arduino-based home automation systems and 3D printers, each emphasizing practical skills in electronics, coding, and problem-solving. The piece highlights how these projects foster creativity, teamwork, and real-world applications of STEM concepts while preparing students for future academic or career paths in engineering. It also promotes Inspirit AI’s programs, which guide students in leveraging AI for interdisciplinary research and innovation. Inspirit AI is an educational program focusing on teaching pre-college students about AI technologies through project-based learning. Their inherent biases center around the importance of AI. This article supported the choice to target teens and young adults as the main consumer demographic.
McArdle, S. (2024, January 2). Psychology of color in Logo Design. The Logo Company. https://thelogocompany.net/psychology-of-color-in-logo-design/
The article explores the psychology of color in logo design, explaining how different hues evoke specific emotions and influence consumer perceptions. It analyzes how major brands strategically use colors to convey their brand identity and connect with audiences. The piece also presents a color emotion guide, showing how shades like optimistic orange, imaginative purple, and natural green each communicate distinct messages. By understanding these psychological associations, businesses can make intentional color choices to strengthen their branding and appeal to target customers. Simon McArdle is the Managing Director at The Logo Compnay. His inherent biases center around the western perception of color associations. This article provided support for the decisions on brand colors.
Mir, S. (2025, January 16). What is eco-futurism? designing a sustainable world. Avenir Developments. https://avenirdevelopments.com/world-of-eco-futurism/
This article explores the emerging concept of eco-futurism, which combines ecological sustainability with technological innovation to create a harmonious future. Inspired by Singapore’s Supertree Grove, the author examines how this philosophy is being implemented through green architecture, renewable energy, and sustainable urban planning in Pakistan and globally. The piece provides practical principles of eco-futurism, answers common questions about implementation, and offers expert tips for incorporating sustainable practices into daily life. Ultimately, it presents an optimistic vision for how individuals and societies can actively participate in building an environmentally conscious future through thoughtful design and technological solutions. Sarah Mir is a Karachi-based visual artist who completed her MA (Hons.) in Visual Arts from the National College of Arts, Lahore. Mir is also a part of a Karachi-based art collective called the Mandarjazail Collective. She presents no know biases related to the contents of the article other than an appreciation for sustainability. This article was used to define the concept of Eco-Futurism which is the basis for the theme of the brand. The brand values of optimism, ecology, and innovation are directly derived from the principles of eco-futurism.
Orcena, A., Vallas, M., Verma, S., Bloch, E., Tendler, L., & Johnston, M. (2024, November 23). Ten hobbies for teens that aren’t sports, computers, or gaming. Evolve. https://evolvetreatment.com/blog/hobbies-teens/
This article presents creative hobby ideas for teenagers looking for activities beyond typical sports, computers, or gaming. The list includes diverse options ranging from artistic pursuits like music, visual arts, and model building to outdoor activities like hiking, rock climbing, and horseback riding, along with practical skills like cooking, sewing, and language learning. Each suggested hobby includes a brief explanation of its benefits, from stress relief and creativity to physical fitness and community building. The article aims to help teens discover fulfilling ways to spend their free time while developing new skills and interests that can enrich their lives. The authors are educators and licensed family therapists. Their inherent biases center around behavioral health in developing youths. This article provided support for the decision to focus achievement as the main benefit of the brand. The section about model building and its benefits inspired the brand focus on achievement.
Perugu, S. V., & Sajanapwar, P. (2024, December). Understanding gen Z as consumers: A systematic literature review | request PDF. Research Gate. https://www.researchgate.net/publication/382272331_Understanding_Gen_Z_as_Consumers_A_Systematic_Literature_Review
This literature review explores how Generation Z shops and makes buying decisions. After reviewing numerous studies, the researchers found that Gen Z shoppers are very different from older generations – they grew up with technology, care deeply about social and environmental issues, and prefer buying from brands that share their values. These young consumers rely heavily on social media and online reviews when shopping, love personalized experiences, and would rather buy from companies that are authentic and eco-friendly. The study helps businesses understand how to better connect with this important new generation of shoppers, suggesting they focus on digital marketing, sustainability, and building genuine relationships with these young customers. Sai Vijetha Perugu is an Assistant Professor at Sri Balaji Society’s Balaji College of Arts, Commerce and Science, India. Her research focuses on brand management, consumer behavior, digital marketing, and Gen Z as consumers. Dr. Pallavi Sanjanapwar is the Dean of Academics and Research for Indira Global School of Business Pune. She has many years of experience in the marketing industry on top of her impressive academic background andhas written many research articles on topics such as marketing management, consumer behavior and services marketing. While both authors are based in India they have worked and studied across many different cultures around the world and likely have no strong cultural bias that would influence their research. This paper provided support to the decision to emphasize a design theme around sustainability and eco-friendliness. This design decision was made to appeal to the target demographic of teens/young adults.
Roberts, D. (2020, January 15). The hottest new thing in sustainable building is, uh, wood. Vox. https://www.vox.com/energy-and-environment/2020/1/15/21058051/climate-change-building-materials-mass-timber-cross-laminated-clt
This article explores how wood is making a comeback as a revolutionary sustainable building material, challenging traditional concrete and steel construction. The focus is on “mass timber” – engineered wood products like cross-laminated timber (CLT) that offer surprising strength, fire resistance, and environmental benefits. While wood buildings can reduce construction emissions by up to 26%, store carbon, and create jobs in struggling timber communities, the article cautions that these benefits depend on responsible forest management practices. Architects and builders are particularly excited by mass timber’s aesthetic appeal, faster construction times, and potential to help address both the housing crisis and climate change through smarter urban development. David Roberts is a writer and journalist who focuses on stories pertaining to climate change, environmentalism, sustainability, technology, and politics. He has written many articles for publications such as Vox, The Chicago Tribune, Gist.org and The Atlantic. He has also made several appearances on CNN and the Canadian Broadcasting Corporation. His inherent biases stem from his professional focus on climate and environmental issue. This article helped to position wood as a material that can have futuristic applications. This position was used to connect back to the brand’s product and values.
St Clair, K. (2017). The secret lives of colour. Penguin Books.
This book examines the cultural and historical significance of various colors through 75 concise essays. The book traces how specific shades were developed and used, and sometimes carried dangerous consequences. It connects color development to social and technological changes, from Renaissance art to industrial chemistry. Rather than presenting a linear history, the work functions as a series of discrete but interconnected investigations into pigments and dyes. Kassia St Clair is a writer, cultural historian, and color expert. She has written several books surveying little known histories of commonly overlooked subjects such as color and textiles. Her bias is centered around the historical perspective of different topics and is not particularly concerned with marketing or design. This book helped to provide some support for the certain brand color decisions.
Stanton, K. (2024, September). Color and emotions: How color impacts emotions and behaviors. 99 Designs. https://99designs.com/blog/tips/how-color-impacts-emotions-and-behaviors/
This article explores the psychological and cultural connections between colors and human emotions, examining how different hues can evoke specific feelings and associations. It categorizes colors and explains how each group tends to influence mood and perception differently. The piece also highlights how color meanings vary across cultures, with examples like white representing purity in Western contexts but mourning in some Asian traditions. While acknowledging universal tendencies in color psychology, the article emphasizes that individual and cultural differences significantly impact how people respond to colors in design, branding, and personal expression. Kate Stanton is a copywriter and journalist based in Melbourne, who’s written about many topics ranging from serious topics such as digital rights and water distribution politics, to more trivial subjects like Dolly Parton. Her writing can be found in many publications such as Frankie Magazine, The Guardian, and Sydney Morning Harold. Based on her broad scope of interests, she does not appear to project any notable biases. This article helped to support the establishment of certain brand colors. It was helpful in also giving a perspective that was not as centered in western cultural perspectives.
Tyson, A., Funk, C., & Kennedy, B. (2021, May 26). Gen Z, millennials stand out for climate change activism, social media engagement with issue. Pew Research Center. https://www.pewresearch.org/science/2021/05/26/gen-z-millennials-stand-out-for-climate-change-activism-social-media-engagement-with-issue/
This article highlights significant generational divides in climate change engagement, with Gen Z and Millennials showing markedly higher activism levels through social media engagement, protests, and political participation compared to older generations. The research reveals deep partisan splits on climate issues, though notable generational differences persist even within political parties, with younger Republicans more climate-conscious than their older counterparts. Alec Tyson is an associate director of research at Pew Research Center, where he studies public views of science and technology and the implications of science for society. He is an expert in U.S. survey research and has written about American public opinion on a range of topics including, climate and environmental issues. Brian Kennedy is a senior researcher at the Pew Research Center, where he focuses on science and society research. He is an expert on public opinion on a number of science-related topics and frequently writes about public views on climate and energy issues and public trust in science. Cary Funk is director of science and society research at Pew Research Center, where she leads the Center’s efforts to understand the implications of science for society. The three authors don’t appear to have any clear conflicting biases. The article helped to further support the decision to implement a design theme around sustainability and eco-futurism. It provides a comparison between generations and also supports the decision to focus on the teen and young adult demographic.
Wood, J. (2022, March 18). Gen Z cares about sustainability more than anyone else – and is starting to make others feel the same way. World Economic Forum. https://www.weforum.org/stories/2022/03/generation-z-sustainability-lifestyle-buying-decisions/
This research reveals Generation Z as sustainability leaders, with a large majority prioritizing eco-friendly purchases over brand names when shopping. Their values are influencing older generations like Gen X who have seen spending on sustainable products rise 24% since 2019. While many consumers have adopted greener habits like reducing single-use plastics, barriers remain including disinterest and cost concerns. The findings suggest brands embracing sustainability will be better positioned as environmental awareness grows across all age groups. Johnny Wood is a writer and journalist that has worked Asia, Europe, and the Middle East. He has written on a number of topics relating to climate change, environmentalism, and technology. This article provides useful statistical analysis that helped to further support the decision to implement a design theme around sustainability and eco-futurism.
NATHAN MILLER 