Month 7 Organizational Structure – Medellin Coffee was a new concept that did not exist. The project started with organizational design emphasizing its aspects like holistic phenomenon, technical-structural rules, and the creation of new work environments.

Topics discussed included the theories that bridge between design and organization structure; evolution towards a human-centered view of the design discipline; and the five Human-Centered Organization Design (HCD) concerns such as identity and identification, interactivity, quality of service, effectuation, heuristics and normativity. It also mentions about the need to improve the quality of organizational life by balancing the coordination and management in corporations. So what exactly is so inventive about a Coffee bean grown in the mountains of Medellin? Actually, nothing!

What is innovative is the research and technology that will create a fictitious coffee bean company from scratch. Here’s how.

To be unique and different Medellin Coffee took on a holistic phenomenon. Characters and actors with a unique voice over and the applied use of motion graphics compiled with advanced film editing helped the project breath life. Medellin Coffee was no longer a static brand but became a story that was able to create the idea of new environments rather than being shaped by the preexisting environment.

A great example of innovation is the editing. Some cuts play into fast motion then ramp time to slow. This effect draws your eye in then relaxes the muscles with slow motion causing a viewer’s response to be one of intrigue. The unique voice over is another example of creating mysticism within the project. Element 3D was also used to create a 3D coffee cup in Adobe After Effects. The design elements and logo brand are simple and clean portraying the history behind Medellin Coffee. Come and try a cup and experience Medellin, the coffee you won’t have to ask twice for.



The following examples of a 60 second, 30 second and 15 second video commercial were assigned to students so that they could be story boarded, research and development, software integration using Adobe Premiere and Adobe After Effects as well as refinements and critiques. The course covered research and visual exploration with a clear direction and rationale valuating case studies and extending the design to other options, teamwork, and peer review, evaluating and implementing feedback from critiques, making clear and a persuasive presentation.


Shotlister, Adobe Photoshop, Adobe Illustrator, Adobe After Effects, Adobe Premiere

In the end, the design problem was discovered by researching Medellin Columbia and discovering they needed a Coffee brand that was holistic and presented a global world solution by inserting characters within the project that were genuine and trust worthy.  The approach worked to orchestrate instructional design as well as tell a creative story.

(Magalhaes) “Topics discussed include the theories that bridge between design and organization structure; evolution towards a human-centered view of the design discipline; and the five Human-Centered Organization Design (HCD) concerns such as identity and identification, interactivity, quality of service, effectuate and heuristics and normative. It also mention about the need to improve the quality of organizational life by balancing the coordination and management in corporations.”

Medellin Coffee 60 Second Commercial

Medellin Coffee 30 Second Commercial


During the development of the Medellin brand and commercial story telling, case studies were done to show other processes and their effectiveness. Neilson, L., Estupinan, J.,Sethi, B. (2015) 10 Principles of Organization Design – Organizations & People – Issue 79 The authors, researchers performed a case study on global manufactures that lived in a state of constant re-organization. Examples of shifting product-based business models to customer-centric models was not an easy task. The process required more re-organizing and shifting internal responsibilities from labor-based modeling to cloud based modeling.

Medelling Coffee 15 Seconds

Because of the never ending need to stay competitive against competing brands the process can sometimes become a life or death scenario to either conform, change and meet consumer expectations or die a slow ancient death from lack of internal and external design methods. Without deviling into each of the 10 Topics in great detailed they are as follows: 1) Declare amnesty for the past. 2) Design with DNA 3) Fix the structure last, not first 4) Make the most of top talent 5) Focus on what you can control 6) Promote accountability 7) Benchmark sparingly, if at all 8) Let the “lines and boxes” fit your company’s purpose 9) Accentuate the informal 10) Build on your strengths


Google Docs



Creating a synthesized media matrix allowed for the storing and combining of multiple motion and video design examples. These examples were used to create visual story telling examples with the Medellin commercial by story boarding the appropriate characters and implementing 3D animation into the project.




Story boarding is essential to any project less video editing and pre-planed productions. Following the format and suggestion of (Stories that Move) states,

“No matter which formats you’re going to create to present your story, and you may have many, START BY CREATING A ONE-PAGE VISUAL STORY AS A RICH PICTURE, combining images and text in a concise presentation.”

Putting the pieces to the puzzle together can be scene in the screen sharing presentation below for further use case.

The story boarding sketches in the example to the right are not supposed to be works of art! They are merely ideas on the direction the scenes were to be placed and used as a white board for creative editing thoughts.

Medellin Commercial Sketches


Pen and Paper

Medellin Coffe Logo



The Medellin Coffee company needed a logo that was vector based and could be easily animated onto a coffee cup. Choosing a distinct character that portrayed a worker in the fields of Medellin, Columbia the vector logo was then inserted into Adobe After Effects and Element 3D, a plugin designed by Andrew Kramer from videocopilot was used to animate the object. This new technology was an innovative advancement in delivering a stellar looking commercial with 3D elements that made the production pop with a wow factor!


Adobe Illustrator, Adobe Photoshop, Adobe After Effects, Element 3D



Integrating the logo concept onto a makeshift coffee package was another step in the process to create innovation and bring an idea to fruition. Clients want to see a finished product. You can convince them that the research you did prior to the design integration was perfect but delivering a story that holds true to the visual design is most important.

have parts: plot, charac- ters, setting, theme, symbols, style, and point of view. Each can play a role in the meaning of your brand; each can prove instrumental in how your brand enters consumers’ minds and stays there.”

– George Felton –
Medellin Coffee



Another Adobe After Effects project that was learned was to design an animation that would take viewers to different social media mediums. Animating a finger pointing to different channels associated with the Medellin social media channels is another example of innovation that will help the brand grow and bring viewer retention.



The Element 3D plugin inside Adobe After Effects allows for environment control and texture mapping. It allows particles to appear as 3D modeling elements that can shortcut your learning curve within the 3D world. This type of functionality can save a production thousands of dollars bypassing a very expensive well lit photo shoot. It can also speed up your animation learning curve by bypassing applications such as Cinema 4D and or 3D Max. The application supports .obj file importing, yes… even a coffee cup.


Magalhães (2018) Design Discourse for Organization Design: Foundations in Human-Centered Design

Estupinan, Sethi, B. (2015) 10 Principles of Organization Design – Organizations & People – Issue 79a

Felton, G. (2013). Advertising: Concept and Copy (Third Edition), 3rd Edition. p. 68)
[VitalSource Bookshelf 9.4.3]. Retrieved from vbk://9780393733921

Kramer, A. (2012) Element 3D – Videcopilot