Design Practice - Assessment 1: Journal Entry 1 Seb Thalis


The first work towards my Innovative Diary Design Assessment has been in the first class of the day, where we were tasked to start work on an infographic progress timetable in Adobe InDesign which is to be included with the first journal entry submission.

In the following Design Practice class, it was recommended that a few charity organisations that had a strong meaning to us should be considered for the assessment.

My choices were the following:

  • WWF (World Wildlife Fund)
  • RSPCA (Royal Society for the Prevention of Cruelty to Animals)
  • Wildlife Alliance
  • The Nature Conservancy Australia

These charities are all ones I’ve either donated to and/or have personal significance to me in animal or environmental preservation, a theme I will consider for design inspiration.

The best options for the assessment appear to be WWF and RSPCA, as their organisation size, recognisability and established commendation would have broader appeal to purchasers of the diary.

Of the two, I have decided on RSPCA as it has a large and historical establishment in Australia, giving me an advantage in appealing to the national demographic, and I feel the pre-existing organisation's designs and interfaces are more diverse in use of colours (white, blues, greens) compared to WWF’s primarily darker shades.

RSPCA's logo, source:


Today I have started researching my chosen charity organisation’s website for inspiration based on the considerations of their public appearance, demographic, services etc. as a hypothetical client.

Screenshot of the RSPCA national website, source: (taken 25/03/2017)

RSPCA makes its message clear its motto: “For all creatures great and small”. Their aim is to assist in the wellbeing of all animals by protecting their habitats, organising animal rescue and refuge, veterinary treatment and citizen’s adoption if domesticated.

They have a well-regarded image as being professional and ethical amongst the general public, even licensing seals of approval for Australian goods providing they meet their standards.

The target demographic for RSPCA donations and services are, amongst the public, families and animal lovers for adoption and the latter for donations as well. They also encourage getting a career with them through course integration for their rescues and charity events such as dog shows.

The products RSPCA offers, aside from their animal adoptions and pet insurance, are quite indirect often promoting related goods of their corporate sponsors such as pet food and accessories. It has some officially branded designs on postcards, calendars, portraits etc. that is available for delivery or in their shelters, and also manage their own news media exclusively focusing on animal events and issues.

From a browser search for current RSPCA diaries, their products seem to focus on the interests and values of the potential consumer.

Their audience is, once again, the animal lover and pet owner. They include a surface designed with a non-animal deriving material and the diary content includes many professionally photographed animals for the owner to gawk at and pages exclusively for writing they and their pet's activities.

Screenshot of the RSPCA online merchandise distributor. Source: (taken 25/3)

Internal diary design tailored to animal lover's an their pet's activities. Source:

More diary contents. Source:

Inspirational Diary Cover - Timeline planner

End Presentation.

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