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Efdot Studio

SightShift

The SightShift Paradigm

Introduction

Sightshift is a catalyst for leaders to organize their internal world so they can lead in their external world. The main underlying concept of "Reframing Everything" goes through the cycle of four stages:

1. Pay attention (aware)
2. Notice pain (lean in)
3. Position yourself to change (flip)
4. Relax (flow)

After going through the initial 12-week coaching program myself, I was tasked with designing a graphic to represent this process.

The 12-week coaching program in book form

The 12-week coaching program in book form

The original diagram

The original diagram

Sketching

After exploring a number of different directions, I determined that the most successful concepts were the ones that were self-contained in a shape. This type of layout allowed each phase of the diagram to flow directly into the next one, leaving less for confusion. 

A nice consequence of this layout was that the word "Flip" got flipped upside down.

Rough thumbnail sketches

Rough thumbnail sketches

More refined concept using the analogy of each phase being like a season.

More refined concept using the analogy of each phase being like a season.

Design skeleton, showing all of the proportions and parts


Design skeleton, showing all of the proportions and parts

Refinement

After scanning the sketches into the computer, I began laying out the type and experimenting with different typefaces.

In the end, Brandon Grotesque felt the clearest and most appropriate, since it also matched the typography in Figure that Shift Out.

It felt natural for the design to surround an illustration of a compass, since this process of Reframing Everything is the guiding principle behind SightShift. I finessed each point to be a rounded curve to match the aesthetic of Brandon Grotesque.

Some lines were used to show depth and others to create movement throughout the piece. Getting those details right was key. Each line needed to serve a purpose and be carefully considered.

 

Final Product

The final image carries quite a bit of weight, since it takes up a healthy amount of black space. It feels both timeless and of-the-moment, with a balance of a minimal black & white design that shows some depth.

This keychain will serve as a great keepsake from Coach Chris, and will surely spark a conversation or two with friends.

Leather keychain mockup

Leather keychain mockup