The Transformation of Vernacular Communication focused on the intentions of a particular message. For instance, businesses put on advertisements or signs in its store to convey a sale or clearance. The project involved the selection of a sign created by a company as long as the sign contained more than three levels of intention. The project evaluated a sign from a local vinyl store, and through its content and context its core message was determined through the hierarchy on the sign. Completion of the project involved generating a brand new verbal and visual identity and visual system that combined the design elements together.