MFA Thesis
The solution is a set of features urging legacy businesses to move away from treating design as a generic, cosmetic fix or an expensive, necessary evil, and instead embrace it as an essential, strategic business tool. This new mindset is put into action through a disciplined approach: by investing time in foundational research, consistently following simple design best practices focused on customer experience and accessibility, and ensuring that modernization respectfully honors and preserves the brand’s historical authenticity. By taking these intentional steps, the Check It! solution empowers legacy businesses to revitalize their visual identity, significantly enhance customer trust, and ultimately unlock substantial new growth potential in the modern, visually competitive marketplace.
Research
Literature Review
Legacy businesses face a pivotal opportunity to leverage graphic design to remain vibrant and competitive in today’s visually dynamic marketplace. These enduring, often family-owned enterprises, steeped in tradition and loyalty, possess unique strengths but frequently grapple with outdated aesthetics and reluctance to embrace modern design strategies. By thoughtfully integrating graphic design, through logos, branding, typography, and colors that resonate with audiences, these companies can revitalize their image, attract diverse customers, and solidify their market position. This review has demonstrated, through robust statistics and compelling examples, that design can enhance visibility, foster trust, and distinguish businesses in crowded markets. Research from Piktochart (2024) and McCullough (2014) reveals that customer-centric designs, like Business Seven’s heritage-driven black squirrel mark, can boost engagement and loyalty, while neglecting design risks alienating modern audiences. The review has explored the critical need for design to reflect brand heritage and evoke emotions such as pride and nostalgia, while addressing barriers like tool unfamiliarity, cost constraints, and designer communication challenges. Practical guidance, such as selecting legible fonts (serif for tradition, sans-serif for modernity), choosing emotionally resonant colors (blue for trust, green for growth), and prioritizing inclusivity for diverse demographics, offers actionable steps for effective design. However, the review cautions against overreliance on templates and AI-generated content, which can produce generic outputs, stifle originality, and invite legal complications, as evidenced by Canva’s restrictive licenses and U.S. Copyright Office policies on non-human works.
Visual Research
In this segment are three real-life stories of long-running businesses that managed to update their look without losing what made them special. Slate Magazine (started in 1996), Falconhurst Estate (family-owned since 1852), and Ruby Mills (founded in 1917) each faced the same problem: their old branding felt tired and no longer fit today’s customers. By looking at the before-and-after logos, colors, photos, and overall style, these case studies show simple, clear proof that a thoughtful refresh can bring more visitors, trust, and sales, while still feeling true to the company’s history. They give everyday family shops and older businesses a practical road-map for how to look fresh without throwing away their story.
The Solution
Check It! started with a simple goal: helping small, local shops in Lynchburg, Virginia, stay in business. During the pandemic, it became clear that many long-running family companies were struggling because their branding felt outdated. We asked a key question: how can these owners update their look without spending a fortune or losing their history? Emma Shanton realized that most people don't need a high-priced agency; they need a simple, legal, and affordable way to get professional results on their own. This led to the creation of Check It!, a brand that acts like 'autocorrect for design.' Along with informational posters, booklets, and cards, it would be a friendly tool that scans your marketing materials for common mistakes, such as messy spacing or fonts that don't match, and tells you exactly how to fix them. The name Check It! is both a fun 'look at this' and a literal way to verify your work. To make things even easier, Emma created a Targeted Typography Library. Instead of giving you thousands of confusing options, she provided three specific 'hero' fonts: Ollo for bold impact, Cables for a natural feel, and Providence for elegant styles. These aren't just random fonts; they are instant solutions designed to replace boring or weak text with something that truly stands out.