GD Capstone 09

Background
09 Graphic Design Capstone Project Brief

PROJECT TITLE: Alternatives
Reflecting on who we are and who we are not in this hot, flat and crowded planet.

We are living in a place and time that imperatively requires the most urgent care for our planet, nations, and cities due to Climate Change. The UAE has the highest ecological footprint according to Living Planet Report 2006. This complex and discomforting news is a call for designers to exercise their social responsibilities. We designers have done much horrific harm to the planet with toxic materials, structures, processes, and developments that are not eco-friendly or harmful to both humans and nature alike. It’s time to examine the problems surmounted in front of us and to ponder potential solutions; in order to initiate positive changes in our lives. A promising solution, and perhaps the most vital, is to begin by educating the public with a creative communication of addressing these issues; whether they be immense or trivial.

This project focuses on redefining sustainable living and reflecting a current brand image of Dubai. Currently Dubai images have been established by a diverse range of people and perspectives; this project grants a chance for young Emirati designers to take ownership of shaping Dubai branding and envision a scenario of holistic city lifestyles covering various aspects of Dubai culture and urban living. It is a process of actively engaging in our duties as designers as we understand and exam contemporary definitions of Tradition, Fusion, and Vision of Dubai as a place and people.

This project aims 1) to understand sustainability problems and solutions 2) to envision city images and formulate customized solutions to address environmental issues specifically in Dubai from an Emirati perspective 3) to develop a campaign interacting with the public to participate in proposed campaign activities.

A design solution can be a campaign poster series as well as a media campaign to raise the awareness of the problems, or a more complex systematic design process. The final products include branding, promotional media and/or print products. Students will exercise their creativity, research skills, execution capacities, time management, and responsibilities through their unique stories and designs reflecting their creative solutions as a graphic designer.

General sustainable design research

Our general research started with an eye-opening provocative book called “cradle to cradle” by Wiliam McDononough and Michael Braungart. The book is based on the principle of food equals wastes, and the book carry on going by opening the reader’s eye to the guide that would lead to that principle. It uses the nature as a role model, that the reader should fallow its path in making things, in which we should function not in wasteful way, yet beautiful, safe, and highly effective.

What really hit me as I was reading the book is the theory that the writers came up with, which says “being less bad is a failure!”; they meant that even though we are trying  to do the right things, and avoid the bad things somehow, yet we are living in an ignorance phase, where we are accepting the things the way they are, poorly designed, and dishonorable. Bottom line, destructive systems are the best human can do! We need to be 100% good, for that we will need a difference, and we will make a change. From here I can see the green light that is calling me to take its path, and I realized the red light that keeps on disturbing me, yet it is not any light but a red that we all together should stop at, to face the truth, and turn the wheel to right direction.

For a better future, we all aim.

Emotional statement (my story)

My story begins when I received that simple, light, bluish designed ring, which perfectly fitted into my little thumb at that time. As I was growing older, the ring kept on moving from one finger to the other where it would fit properly, until it settled finally into my little finger today, leaving a long story behind that ties-up a great decade of memories and precious advice. I got this ring from my grandma, it was her mom’s ring, who had a passionate heart that appreciate beauty, she warmly placed the ring in my hand, and covered it tightly with my fingers, as she whispered in my ear “don’t ever be like a fish knife, that what my mom always used to say.”

I didn’t really get what she meant at that time, but I knew that this ring is so valuable to her, and she didn’t hand it to me for no reason, I took a very good care of it, as if it was my owns. The years passed, and the memories engraved, until that day that mom called me “fish knife”! That term sounds very familiar although I didn’t understand what she meant, it all started flashing back, and all what I can see was that ring moving between my fingers, and my grandma’s whisper was replaying over and over in my ears. This was my chance to ask, to understand, and realized what my grandma meant that day. My mom laughed at this time, and she was like “its what my grandma used to call me when I don’t wear a pendant around my neck”, she continued explaining how my great grandma used to value gold, and appreciate the beauty it reflects on females, no matter how old or young they were, she was known by gold.

There must be something that gold hides, there must be a great legend behind it, there should be, I believe. That’s all because I really believe that old people always speak with wisdom, based on their experience in life, so there got to be something that made my great grandma appreciate gold that much.

Here where my research journey started, and my story goes on.

Inspiration

Images:

Other sources of inspiration (facts and ideas, stories, etc)

Identity issue:
“The UAE identity has been lost. We have to know what we have to build on it; not only by conserving sites and buildings, but by reflecting the spirit of traditional architecture and local character in contemporary architecture and planning.”

“we are our people, and if we don’t do anything to save our cultures and beliefs THEN WHO WILL!?
Every day there is a new article coming in the papers about EMARATY IDENTITY, but it hasn’t been the BUZZ for us young nationals, were too busy shopping, playing computer games in internet cafes to actually do something.
We need to make a difference as the new young generation of our time. We need to make a difference not for others, but for ourselves.”

Facts:

Gold
“It has been estimated that there is enough gold sitting in bank vaults to sustain the demands of the fine jewelry industry for a few decades.”

“There is enough gold above ground (already mined) to satisfy all demands of the jewelry industry for the next 50 years. Much of it sits in bank vaults and in the form of old and unused jewelry.”

Metal content in e-waste
“The Falconbridge Ltd estimated that, in 1 metric ton of obsolete cell phones (exclusive of batteries), the average copper content was 140 kilograms; silver, 3.14 kilograms; gold, 300 grams; palladium, 130 grams; and platinum, 3 grams”

Based on all of these inspirations, I wanted my master senior project to use the skills I have gained to highlight the existing issues, to touch different aspects of my city. I have always aimed for a talent that would serve my identity, my culture, my people, my society, and my land, so yes that is my vision; it is the image I want my project to cast back for me as a designer.

I studied my city, Dubai from various angles, I wanted a strong area to reflect my concept from, I want an audience who would passionately address my message and support my idea. In the same time, I wanted to work in an area that I am spirited in, where I can put my heart into it and work hard to give my best. Therefore, I had settled in the fashion sector, where I wish I would slog in passionately perfect.

The fashion industry in Dubai covers a massive area in the local market, which is significantly strong and active, and I believe it’s a rich powerful angle of the city to address my message from. Its audience has difference age groups, yet women dominate the greatest piece of the customers’ pie. Nevertheless, the fashion area is very westernized by its trend, and it doesn’t reflect any of the local cultural traits or heritage, which has a great influence in building a gap between a nation and its own identity. Our outfits and appearance define us, reflect out personalities, and address our beliefs, what we wear is who we are!

Therefore, I had chosen to design a jewelry line, targeting the women of our society, our today’s and tomorrow’s mothers, our generation raiser, to be the ones who I chose to adorn by the artistry of our mother language, to be the ones who support my idea, send my message, and create a positive impact on our society.

Through my plan, as from a global prospective, I would like to consider the economic crisis that we are facing, along with the environmental issues that keep on rising.  As from local prospective, I would like mainly to consider the issue of lost identity that we are facing nowadays, with the uncontrollable invasion of the westernized wind into our societies. Last but not least, I would like to support the new movement of green business, and enlighten people of the environmental issues. For all of the above, I decided to design Hams Al Bareeq (Glare’s Whisper) jewelry line.

Capstone brief

Hams Al Bareeq is a green jewelry line that is based on gold mined from e-wastes.  It is planned to be design using the elements of Arabic calligraphy to introduce the Arabic look to the modern trends of fashion, and reflect its artistry, through healthy and eco-friendly context.

Not like any of the existing jewelry lines, I aim to promote my line within four different incorporated promotional key points, starting with:

1) Environmental aspect:

I would like to redesign a jewelry line that is more ecological, a green jewelry line from a different prospect. There are a lot of hidden precious metals in the e-wastes, in which e-waste landfills are richer in gold than the ore from mines; an average of 8 – 10 ounces of gold can be derived from just one ton of e-waste, while an average of 6 ounces of gold can be derived from 1 ton of ore from mine!  I want to bring these valuable resources back to the market, back to the economy through my new approach of green jewelry line.  Moreover there is enough gold above ground (already mined) to satisfy all demands of the jewelry industry for the next 50 years, so let’s make use of it for our health, society, and habitat!

2) Civilizing Aspect:
From this aspect, I would like to embed bold messages within my jewelry design, which would strengthen it by strong concept along the usage of the Arabic calligraphy.  My direct aim behind those messages is to offer the costumers the opportunities to define themselves, reflect their culture, and own identity. On the other hand, my indirect aim behind those messages is to have positive civilizing impact on the society, and especially on the youth generation. In addition to that, I would like also to give the customer the chance to customize their own messages, because I believe a synergistic interactive process would serve the business, in adapting, involving and spreading its concept.

3) Heath aspect:
As from the health aspect, I have chosen the gold to be my element in design, to widely aware women about its benefits. Gold is one of the highest and most beautiful means of adorning in form of jewelry, not only that but it also has great effect on person’s wellbeing. More than 5000 years ago, our ancestors had discovered gold on the beds of the rivers, and they believed that it has magical healing properties. Nevertheless, today’s recent studies approved that gold help to energize your body’s electromagnetic field by attracting energy to it.  And every day, the unique qualities of gold are helping millions of people to live longer, healthier and more productive lives.  As for women in particular, recent studies approved that wearing gold has shown great effects on increase the feminine hormone level, no wonder why Islam had forbidden men to wear gold.

4) Economical aspect:

I also considered the economical crisis that the world is facing today; therefore, the collection design is based on multifunctional pieces of jewelry, that can be worn as more that one piece based on the customer’s occasion and taste. In which, any piece of the collection can be worn as hairpiece, pendant, brooch, or even a dangling purse accessory. Moreover, the pieces will come in different sizes that would perfectly suit customers budget. Last but not least, by wearing any of the jewelries that is designed by Hams al Bareeq line, you are taking care of yourself, your people, and your earth, lets pledge to make an effort in carrying the social and ecological responsibility together.

Together we make a difference!

Research

Project specific research problems

1)    Wastes
Wastes is one of the biggest issues that the world is facing today, with the rapid local development of Dubai, the city accumulates an average of 10 hills that are 270 meter high, and a football field base wide per year. This huge amount of waste that the city is facing has been a nightmare that is hunting down the bright view of our future, worrying us all. The city has been trying to deal with this issue for a decade, by emphasizing on reducing the amount of waste and recycle it. On 2005, the municipality has successfully recycled 46 thousand tons of waste, and brings it bake to use. On 2006, Dubai holds the first exhibition on wastes management technologies, which was under the title of “reduce, reuse, and recycle”. And the sequence of carrying the responsibility of waste accumulation is still going on, yet we all should cooperate hand to hand, the municipality can’t deal with this massive issue independently.

2)    Loss of the national identity

The loss of the national identity is another issue that Dubai has been battling against it. The Emiratis are so concerned about this issue; the youth generation has grown apart from its own culture and heritage. This rapid increase of foreigners’ number in the city left the nationals a minority on their motherland.  We will never be afraid of foreigners; they will always be welcomed in their second home, yet it is our identity that we are afraid to lose. By losing our identity, we will eventually lose the sense of belonging to this country, and everything relating to it. This is a major issue that we have to face it whether we like it or not, nevertheless the main concerns are focused on the new generation.

Case study project

In terms of green business, I found a good number of green jewelry businesses existing around, each with quite interesting approach. They all fall under one umbrella, in terms of motivating the existing businesses to consider the choice of eco-friendly approach; that would benefit them in first place, by cutting down a lot of costs, starting by electricity and water bills, on the other hands, being a part in carrying the social and ecological responsibility, because together we can make a difference. Moreover, It was so heartbreaking to know that our daily actions, our lifestyle and decisions, including our careers and businesses, that have been going in ignorance phase for god knows how long, while the Stern report urged world governments to take action against global warming that we have been together causing, or else the global economy could shrink by 20%, and that’s not a small percent to ignore in anyways.

Here are few green jewelry businesses that inspired me the most, starting with:

greenKarat

GreenKarat seeks for a change behind its big idea, it aims to push the people to carry together the ecological and social responsibilities, it believes that together we can make a difference.  It visions the customers as being part of the permanent solution, to help in a small way, and create an impact. Therefore greenKarat jewelry line based its mission on the concept of changing the customers purchasing decisions within the demand of recycled, reused, and donated gold.

Along with a plan in conjunction with campaigns highlighting the ecologically and socially unpleasant mining, which aims to have a potential change effect. With this principle methodology, greenkarat visions a bright sustainable change.

Love Earth

Love, Earth® is a responsible business that aims to contribute to the environmental communities, and grain a positive impact in protecting and taking care of earth, within a distinctive jewelry line approach.

Love, Earth® jewelry line gives the customers the opportunity to trace down their piece of jewelry from mine to store through their website. Their collection is all made of used gold, silver, and diamonds, that comes from mines and manufactures that meets the criteria and standards of environmentally friendly sourcing, along with human rights and community issues and working conditions.

Love, Earth® believes that they will create a great change in the jewelry industries with the jewelry they produce, they are aiming to continue this journey with business and civil society leaders to guide build accountability into our supply chain toward a net positive effect on the environment, by demonstrating the mining and manufacturing industries.

Precious Earth Jewelry

Precious Earth Jewelry is another sustainable business that aims for a bright future, and help to preserve the earth’s natural resources. This jewelry line aims for an inner and outer bright quality, which is based on the beauty of sustainable approach, creating a social conscious customer. Moreover, they pledge to utilize with all guarantees only 100% recycled metals, which comes from well-respected companies that contribute environmental responsibility. Mainly, they want to start a new move in the jewelry industries, and indirectly the want people to be responsible, and make an effort in living green for a healthy habitat to live in. From a social angle, they also has their own Namibian diamond cutting factory, that is welling to offer thousands of jobs and empower a generation of people, with socially responsible products and services, and create another positive impact on the job market.

Designers
Through my research, there are two designers, green designers indeed, who enlightened me with their approach in the design field, along with deep concepts that is reflected by their pieces, and their prosperous success so far; starting with:

Ross Lovegrove
He is an American industrial designer, who has worked for many big companies, such as Sony, Apple, and Knoll international. H e also became an author for the highly successful Alessandria office system, not only that but he is also one of the consultants group in Louis Vuitton, Hermes, and Dupont.
I liked the way he defined his design approach with in the context of organic essentialism, which means “using nothing more - nothing less than is needed.” * This minimalist approach in design field emphasizes in using minimum amount of resources, yet stretch it to the maximum length of civilizing effects. All his projects was based more into the meaning of the product, and the season behind producing it, within the context of reducing the mass and material, nevertheless his projects always reflect the joy of existence, as he describe.

John Hardy

John Hardy is a Canadian jewelry designer, who works under the key concept of “sustainable luxury”, and he says:

“Our jewelry is about more than looking good. It’s about feeling good and doing good while doing well in business. This is sustainable luxury.”2

He believes in green business success, a success along a warm heart that respects the mother nature, cares for human environment, and protects the future generations. His handmade jewelry line is one of a kind that, that is spirited with the warmth of the designer, its not just the quality and the craftsmanship, it’s the feeling of well-being.  And as Dernoncourt quoted that  “Being green is really part of our brand DNA”3, so if we are not living green, then we are probably walking against the wind, that seems to be a breeze for us right now, but tomorrow we would feel its hit.

Visual communication style(s)

a) Jewelry Promo That Sticks
This was a guerrilla marketing campaign for Natan Jewelry Shop in Brazil.  The company did a great job in marketing their jewelry line by promotional stickers, which are tapped on mirrors of ladies only washrooms around the city. This interactive idea of advertising gave the customers the chance to have a sense on how those pieces of the jewelry are going to look on them, it’s the same idea as spraying the new fragrance on passersby, where you have a chance to try the product.

b) Mirror campaign for Motorola cell phones

c) Lux  Campaign

Lux has utilized the assistance of washroom advertising; to promote the new range of soap and body-wash in the form of delectably designed Mirror Decals in ladies only washrooms in 22 malls throughout South Africa’s major metropolitan areas. The campaign aims to create maximum awareness and offer the client minimal advertising wastage by being able to focus on women only.

Survey: Question & result (what I learnt)
As soon as I came up with my plan, I wanted to get people’s feedbacks and opinions, so that I can alter and reshape my plan accordingly.

So, this is my survey results:

Hams Al-Bareeq Survey
1. Gender:
Female         96.77%
Male         3.23%

2. Your age group:
Under 18         3.23%
18 – 25         77.42%
25 – 30         6.45%
30+         12.90%

3. Is your mother language valuable to you?
Yes         100.00%
No         0.00%

4. Are you attached to it?
Yes         96.77%
No         3.23%

5. Are you aware that what you wear defines you?
Yes         87.10%
No         12.90%

6. Do you know that wearing gold is energizing?
Yes         19.35%
No         80.65%

7. Do you know that wearing gold helps to increase feminine hormone level?
Yes         32.26%
No         67.74%

8. Would you like to wear gold with Arabic calligraphy design?
Yes         90.32%    28
No         9.68%    3

9. Would you like it to have it with a message?
Yes         77.42%    24
No         22.58%    7

10. Do you know that there is enough gold above ground to satisfy all demands for the next 50 years?
Yes         3.23%    1
No         96.77%    30

11. Would you like to see the rise of eco-friendly business in the jewelry industries?
Yes         100.00%    31
No         0.00%    0

12. Hams Al Bareeq is a jewelry line that I planned to design using the beauty of our Arabic calligraphy, with bold conceptual messages. The business plan would be based on eco-friendly approach, so everything would be recyclable, and will not harm our planet. I have chosen the gold to be my element in design, to widely aware ladies about its benefits, in which recent studies approved that wearing gold is energizing, not only that; but it also increase the feminine hormone level. How do u find the plan? Is there anything that you would like to add or improve?  100% supporting feedbacks.
1.  seems great!
2.     its fine, good luck
3.     good luck dear
4.     I really appreciate this important note you passed me about gold. Wish you a very prosperous result for your project.
5.     مشروع جميل وناجح بإذن الله
6.     no
7.     great ! but what is eco-friendly !!
8.     that the conceptual message in the Arabic calligraphy can further emphasize this feminine energy. Good luck!
9.     its newinformation to mr
10.     excited to see the final outcome Good luck dear       11.     good luck =)
12.     no
13.     I think its a great idea, its new, eco-friendly and there is a market for it =)
14.     It is a great bussiness plan and I personaly think that this kind of art attracts a large number of costumers
15.     Looking forward to knowing the results of this survey as well as actions taken after that..
16.     I think its really interesting to have Arabic calligraphy in the Jewelry design because its represent our identity. besides its really cool to know that when wearing gold is energizing. amazing idea keep going
17.     No, everything is very clear, I really liked ur plan it encourages young girls and women to wear gold with a sense of heritage to it.
18.     It is a great plan
19.     I think it is a wonderful idea…good luck
20.     Mashalla Amna, I think it’s great! well done & wish you all the best. ^^
21.     Good plan, that can contain our culture
22.     Great survey questions. Good luck to you! cheers, yun*
23.     i say , that its a good plan because lots of women dont know the functions of gold to skin as well its relation to hormones as well as having an arabic design with a message i cant imagine but i feel its beautiful and would love to see how it looks Wish u all the best , thank u
24.     maybe ask your customers of the message they want to have in their jewelry and have that designed especially for them.
25.     Very nice =)) Good luck
26.     Personalizing the messages would be a great idea. Also having nice quotations. Looking forward to seeing your work. Good luck : )
27.     Great .. Adding some jewels will make it look fabulous..
28.     Good Luck ,, every thing sound good
29.     I think it is a great idea. I really hope that your style and your aesthetic for this project is distinctive from other existing jewelry lines. Specially now, wearing jewelry with arabic letters and calligraphy is the new trend. I really hope that yours would be different and that it really pops out!!! good luck
30.     Thank you because you thought about something which is very intresting and have a touch from our tradition I liked your idea and i think you will do well keep going
31.     No. I liked the idea of your business and I learnt few things about gold that I didn’t know. Wish you luck!

What I Learnt?

Based on the survey, I noticed that people are not aware of gold benefits and its positive effects on women wellbeing; therefore I chose to start the buzz of the jewelry line from the health aspect, because I believe it would be the hit point to get them through the whole frame view of my concept.

Art direction

Concept (big idea)

My big idea lies under the concept of my emotional message which says, listen to your reflection.  The reflections I’m illustrating are based on the 3 approaches I am highlighting; Arabic, health, and environmental element. Through the Arabic frame, I would like to address the issue of identity loss, while for the health I would spot out the gold benefits, and as for the environment angle I would like to address the theme of green jewelry line in the mean of its source and direction.

The posters will be screen-printed on mirrors, so as the passersby stand in front of the mirror, the poster will be reflected on them as if they are living that scene, which I am trying to guide people to live in, for a better future, habitat, and health!

Barcode
Mirroring, reflection
(to be edited as I finalize my project )

Branding: Naming, logo, symbol, tag-line

Hams Al Bareeq  -  new sustainable jewelry

Style (look & feel)

Arabic / Feminine / environmental

Typography

Color

Design & Development
1.    Sketches
2.    Electronic versions (1-3stages)
3.    Final version

Campaign applications
1.    Posters
2.    Media: promotional campaign ad
3.    Others
4.    Campaign event
a)    What  - mirror promotional campaign
b)    Why – allow the audience to live the scene you’re the company trying to picture.
c)    When - one month before introducing the jewelry line to the market
d)    Who – ladies only.
e)    Where  - clinics, spas, saloons, and ladies only washroom; to minimize advertising wastage by being able to focus on women only.
f)    How -  screen printing the promotional poster on the mirrors.

Epilogue (summary)