Foog “o” Tahat

Designer: Noora Dakhan
ID: 200524711
Course: ART 499 Graphic Capstone
Instructor: Yunsun Chung-Shin

TABLE OF CONTENT
Background
1.    09 Capstone Brief
2.  General Sustainable Design Research
•    Reading “ Cradle to Cradle”
•    Green design (solar energy & technology)
•    Environmental campaigns and projects
3. Inspiration

Capstone brief (300 words)
Research
1.    Project general research
2.    Project specific research: problems
3.    Emotional statement
4.    Brainstorming
•    Tradition: Past overview
•    Fusion: Present overview
•    Vision:  Future overview
5.    Case study project: solutions
6.    Designers
7.    Visual communication styles
8.    Survey:
•    Question
•    Result
•    Considered survey suggestions

Art direction
1.    Concept (big idea)
2.    Branding: naming, logo, symbol, and tag-line.
3.    Style (look and feel)
4.    Typography
5.    Color   

Design and development
1.  Sketches
2.  Electronic versions (1-3 stages)
3.  Final versions

Campaign Application
1. Posters
•    Art direction
•    Design development
•    Final 3 posters
2.    Media: promotional campaign advertisement
•    Story
•    Art direction
•    Design development
•    Final screen shots 3-6 images
3.    Others
4.    Campaign event
•    What and why
•    When
•    Who
•    Where
•    How

Epilogue (reflection summary)
——————————————————————

Background

09 Capstone 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.”

General sustainable design research

One phase of my capstone project was to learn and explore more about green design. Process I followed is as listed below:
•  Reading “Cradle to cradle”
This book is addressing the idea of “remaking the way we make things” from different aspects to maintain a sustainable live.  It discusses the concept of good design that is inspired by nature by integrating science in design. Reading “cradle to cradle” helped me more to understand the idea of the environmentally friendly design. When creating new inventions we should be aware whether it could affect our life and health. Therefore, it urges us to maintain a healthy life style that is reflected in our creation of new environmentally designs, as it states “ Nature doesn’t have a design problem people do”. Hence, incorporating natural resources in our design is essential and could solve a lot of problems.

•    Green design projects (solar energy & technology)
Researching various green design projects such as creative solar energy projects.

•  Environmental campaigns and projects
I came across interesting environment campaigns and projects while I was researching about environmental issues. Some of the campaigns I found were “Heroes of UAE” campaign  and Middle East Waste Summit 2009. Moreover, an example of a successful environmental project is Tadweer. Its main action is “manufacturing a sorting and recycling facility one of its kind”.  Another example was Environment Agency Abu Dhabi that aims for “protecting and conserving the environment as well as promoting sustainable development”.

Inspiration

Inspiring Quotation
1.    “Why should man expect his prayer for mercy to be heard by What is above him when he shows no mercy to what is under him?” ~Pierre Troubetzkoy

2.    There is a sufficiency in the world for man’s need but not for man’s greed.  ~Mohandas K. Gandhi

3.    Because we don’t think about future generations, they will never forget us.  ~Henrik Tikkanen

4.    We do not inherit the earth from our ancestors, we borrow it from our children.  ~Native American Proverb

Images
New projects such man made islands inspires me to explore the consequences of the new projects on the marine environment. Therefore, I focused my research on the marine problems in the UAE. On the other hand, the old boats also were another inspiring element to project because it arises the question of the new modern boat building that uses fuel engines and new component that is harmful to the sea environment.

Capstone brief

Promoting an awareness campaign to protect Hammour fish. This will be achieved by raising awareness to the overfishing problem of the Hammour fish in the UAE through maintaining a sustainable and clean marine life. In order to support the idea of showing the Hammour problem, the idea will be addressed creatively through the fish perspective under the sea and how it is affected.  Therefore, the name Foog “o” Tahta was chosen to show the contrast of the above world comparing it to the under world and to show people’s ignorance in acknowledging the truth.
Based on the research, in the next five years the number of Hammour population will decline due to overfishing issue and as we know Hammour is considered the best kind of fish in this region. The main goal is to address the problem to the community to show them that Hammour fish is suffering from human actions that lead to the decreased amount of Hammour reproduction. Moreover, people should understand that Human activities create destruction in the marine life stability. Many other issues that affected the Hammour growth due to human actions such as the sea pollution by dumping sewage and wastes in the sea those factors that makes the problem worse. Our beliefs and religion encourages the fact of caring about the animals and the environment. Therefore, our mission is to save the Hammour fish from extinction in order to live a sustainable marine environment with healthy productive Hammour fish. To support the idea of this current problem people should know the activities done in the past compared to the present. In the past people cared about the environment and lived sustainable life through their daily actions. People cared about the sea and their fishing activities they considered the fish cycle by giving the fish their time to reproduce and increase. They were satisfied with the small amount of fish they catch and do not overfish. Moreover, they build wooden boats that were used for fishing, pearling and trade. Those boats considered safe for the environment because of its natural components. However, the opposite situation is happening in the present day, where people create destruction to the marine life.

Project General Research

Introduction:
Fishing played an important role in this region especially to people living on the coast. As a coastal country UAE had a strong relationship with the sea as a source of food, trade and hobby. Not only fishing played important role in thriving UAE economically but also pearling had great impact in UAE’s market. Hence, UAE has a strong bond to the sea. For that it is essential to study the problem of the marine life.
After hearing and reading about marine life problems motivated me to gain knowledge about the marine life problems and explore more about it in order help solve the problem. In addition, it is very interesting to lean about the environment under the sea and how species live.

Marine general issues
The marine life is affected by the new projects and human bad behavior.
(Add more for research facts)

Project specific research

Focusing on Hammour
“Imagine a plate of chunky fat golden chips, crispy on the outside and fluffy as a cloud in the middle, seasoned with cracked black pepper, sea salt and a dash of vinegar. Now try to picture those very same chips without the white, firm and moist flesh of the Hammour by their side. It’s a bit like an unpleasant dream. Yet if the UAE’s favourite fish continues to be consumed with such voracity, it might be a nightmare that you’ll have to get used to. Our infatuation with the versatile and flavoursome Hammour (or orange-spotted grouper, as it is also known) has prompted warnings of overfishing.”

Hammour fish is considered the most demanded fish in the UAE market. Not only that but also the smaller Hammour is being targeted as it meet the restaurants demand.  There are various articles that indicate the fact of Hammour overfishing problem.

A good sense of Hammour
“All the world wants them, Mohammed Marzouqi said as he priced and auctioned off a load at Mina Zayed. The restaurants like the smaller ones because they’re so good.

Fisheries are under siege from fleet expansions and increased vessel-fishing power that have resulted in the over-exploitation of a substantial component of our fisheries resources,” Dr Thabit Zahran al Abdessalaam, the director of marine biodiversity at EAD, said last month at a marine symposium in Abu Dhabi.”
Strong regulation to preserve Hammour

“EAD is looking for hammour spawning grounds to impose bans on fishing during their reproductive cycle, said Dr al Abdessalaam. A study is to begin early next year.

Hammour spawn in April and May. A blanket ban on all fishing during those months is not practicable because that is the most productive fishing time in the year. So any regulation will have to be site-specific, he said.”

“A study carried out in 2001-2002 showed that for the hammour, the figure was only 1.9 per cent. Data from 2005-2006 showed a slight increase to three per cent.

The improvement is a result of measures introduced by EAD which include changes in the mesh size of the gargour and an introduction of an escape panel allowing trapped fish to escape from discarded gargour. In addition, the amount of fishing licences in the emirate was curbed to 1,100, while only traditional wooden abras, rather then faster-moving speed boats, have been allowed to fish with gargour.”

Emotional statement:
In the next five years, the number of Hammour population will decline due to the overfishing issue. Hammour fish is suffering from human actions that lead to decreasing the amount of Hammour reproduction. Human activities create destruction in the marine life stability. Destruction can be in the form of sea pollution that is caused by dumping sewage and wastes in the sea.
Our beliefs and religion encourages the fact of caring about the animals and the environment. Therefore, our mission is to save the Hammour fish from extinction in order to have a sustainable marine environment with healthy productive Hammour fish.

Research

To strengthen and support the research of marine life and fishing behaviors we should compare past activities with the present to find the possible solutions. I believe past activities were more environmentally friendly, whereas in the present it is more artificial and carless about the environment. Problem that affects the sea varies from pollution, coral reef destruction, and overfishing.

“We cherish our environment because it is an integral part of our country, our history and our heritage. On land and in the sea, our forefathers lived and survived in this environment. They were able to do so only because they recognized the need to conserve it, to take from it only what they needed to live, and to preserve it for succeeding generations. With God’s will, we shall continue to work to protect our environment and our wildlife, as did our forefathers before us. It is a duty and, if we fail, our children, rightly, will reproach us for squandering an essential part of their inheritance, and of our heritage.”
Sheikh Zayed bin Sultan Al Nahyan,The late President of the UAE

Tradition
Past overview:
In the past people cared about the environment and lived sustainable life through their daily activities. People were rational about their fishing activities and consider the fish cycle by giving the fish their time to reproduce and increase. They were satisfied with the small amount of fish they catch and do not overfish. Moreover, they build wooden boats that were used for fishing, pearling and trade. Those boats considered safe for the environment because of its natural components.

Fusion
Present overview:
Today’s new developments and activities lead us to many problems that were discovered lately. One of the main problems is overfishing that causes the Hammour fish number to decline and eventually extinct if the problem was not controlled.  Another factor that causes harm to Hammour fish is the sewage, wastes, plastic bags and garbage dumped in the sea. In addition, to the invention of the new kinds of boats engines that are also affecting the marine life species and pollute its environment. Man mad islands also have a great impact to the coral reef and the decline number of fish population.

Hammour overfishing problem is increasing and it is clearly mentioned in this article that the “Stocks of Hammour are declining due to overfishing off the coast of Ajman, the Ministry of Environment and Water has warned. The ministry’s Water Creatures Research Centre conducted a study of around 15,000 fish in the waters of the UAE. The study was launched following concerns the fish were being caught illegally. Landing Hammour is banned unless the fish are greater than 45 centimetres in length.There can be a decline of up to 70 per cent of hammour population in the next five years if the current situation continues”.

Vision
Future overview:
Humankind actions are rising and affected all living things on earth. The terrible actions affected the balance of nature and destroyed its beauty. Distortion of species habitat is crime committed against nature stability. Nevertheless, it not too late to solve the damages that humankind created. Instead, there is a chance for us to stop affecting the species and take action to solve the problem. One the problems that I am focusing on is the marine life.  The Goal is to stop the cruel actions toward Hammour fish. Hence, creating an awareness campaign to educate and enlighten people about the problem of overfishing Hammour. To attract people attention to this problem I am aiming to address the problem creatively from the fish perspective and to convince them by showing the serious problem.

Case study
Solution

Overfishing problem is found in different countries around the worlds. Scientist and environmentalist are studying this problem and aiming to find solutions. Many solutions has been studied and practiced. One of the solutions that possibly can aid this problem was the genetically modified farm

GM ‘ solution’ to over-fishing
“ 70% of the world’s fisheries are threatened by over-fishing
Genetically modified farmed-fish will feed the world by the year 2025 as global catches decline, predicts a US scientist.

GM fish farms will be the only way to supply enough seafood amid the continuing collapse of commercial marine fisheries, believes Professor Yonathan Zohar, of the University of Maryland Biotechnology Institute.

He says biotechnology will lead to stronger, faster-growing, more nutritious fish that can reproduce all year round.

But critics argue that GM fish may offer a temporary solution to providing food but will not address the problem of over-exploitation of our seas and oceans.

Declining stocks
The United Nations Food and Agricultural Organization reports that 60% to 70% of fisheries in the world’s oceans are threatened by over-fishing.

The agency estimates that at some point between 2015 and 2025, half of all fish consumed in the world will be farmed.

New molecular and biotechnology tools will be required to bring fish farming on a par with farming of other livestock, says Professor Zohar.

Whereas people have improved the genetics, health, nutrition and reproduction of other livestock through centuries of husbandry and science, time may be far shorter for improving seafood crops, he told the International Marine Biotechnology Conference in Queensland, Australia.

‘Unproven science’
But environmental campaign group World Wide Fund for Nature, WWF, says GM fish are a distraction from the pressing issues that face our oceans today.

“GM fish may offer a solution to fish as a food resource, though the science is far from certain on this matter, but it will not address the unsustainable and catastrophic exploitation of our seas and oceans,” said a spokesperson.

WWF says it is working on solutions that, in 20 years’ time, will see wild fish stocks rising, bringing benefits to communities dependent on the marine environment.

“Now everyone can see the problems facing our seas it’s a question of getting the political will to enact legislation providing the protection they need to ensure the recovery and improvement of fisheries,” the spokesperson added.

GM salmon
The first genetically modified fish, salmon that grow up to 10 times faster than normal, could be cleared for human consumption within a year.

A US firm - AF Protein - is developing the GM fish on Prince Edward Island, Canada.

The Massachusetts-based company has inserted two sets of fish genes into Atlantic salmon.”

The first are growth hormone genes and the second, from a different fish, activate them.”

Designers
Mixed media Graphic designer Marek Okon
“ A recent graduate from the York Univeristy/ Sheridan College Joint Program In Design in Toronto, Marek Okon worked as a motion and print based designer for both Canadian and international studios.”
Marek Okon’s work is really interesting the way he blends different elements together.

Visual Communications styles
Absolute campaign
Poster presented in an iconic way therefore I want to associate the Hammour fish as the main element as an iconic element in the design.

Survey

1.Gender
Female (96.77%    30 respondent)
Male     (3.23%    1 respondents)

2. Age
18-29 (83.87%    26 respondent)
29-30 (0.00%     0 respondents)
30-39 (16.13%    5 respondents)

3. Do you eat Hammour fish?
Yes (67.74%    21 respondents)
No   (32.26%    10 respondents)

4. Do you care about the Hammour fish exctiction?
Yes (90.32%    28 respondents)
No  (9.68%    3 respondents)

5. Do you know that Hammour fish population is declining?
Yes (45.16%    14 respondents)
No  (54.84%    17 respondents)

6. Are you aware of the Hammour overfishing?
Yes (51.61%    16 respondents)
No  (48.39%    15 respondents)

7. Are you aware of the problem (waste and sewage) in the sea that affects the Hammour?
Yes (58.06%    18 respondents)
No  (41.94%    13 respondents)

8. Foog “o” Tahat is an awareness campaign aims to protect the Hammour fish in the marine life. This will be achieved by raising awareness to the overfishing issue of the Hammour fish in the UAE through maintaining a suitable and clean marine life. In order to support the idea of showing the issue of the Hammour problem the idea will be addressed creatively through the fish perspective under the sea and how it is affected. Based on the research, in the next five years the number of Hammour population will decline due to overfishing issue and as we know Hammour is considered the best kind of fish in this region so it will be so sad to keep this precious fish to disappear. Our beliefs and religion encourages the fact of caring about the animals and the environment. Therefore, our mission is to save the Hammour fish from extinction in order to live a sustainable marine environment with healthy productive Hammour fish. Do you think the campaign’s concept and mission is important? why? Do you have any suggestion to improve it? Do you think the name ” Foog “o” Tahat” is a good name for this campaign? why?

Feedback

1.i really liked the name, this name is not only good for the fish campaign but for the environment campaign in general.

2.i don’t

3.I liked the name of the campaign a lot.. Very creative.. And the campaign is very important, because I can tell that many people don’t know about the declining numbers of Hammour.. to improve this campaign I think you should focus on the advertising part, because not a lot of people know about this..

4. Yes, it’s important… because it affects directly human life…

5. A campaign name should be creative catchy interesting and relevant to the purpose. (Marine life) in this case. i don’t really see how fog o ta7at is any of those, i really don’t like the name.

6.no I think its not a serious name, it does not show how serious is your cause.

7. 1- Yes, its important. 2- No suggestion. 3- the foog o tahat awesome!

8. Maybe if you included some more water creatures that are affected from today’s development it will be better.. don’t be too specific or too general and you should have a strong belief.. or else people will know from your work or from your presentation good luck! i think you are doing well

9. I like the name of the campaign - and I think the mission is important. I think it should be incorporated into all school curriculum - either in Islamic studies - which I believe should be very practical and not just theoretical - and memorizing - like it usually is. - or in science classes. There should be animated cartoons for children on tv and the internet to create awareness. the idea should also be presented to the lawmakers, so they can pass laws to protect the hamour. Here in Irvine, there is a law that the nests of birds cannot be moved or tampered with - anyone caught fiddling with a bird’s nest will be fined. I think for some people knowledge is not enough and they need to have a fear of being fined - others will learn though correct education - inshallah. Good luck with your campaign. BTW my age is above 40 - but there is no section for that : )

10. it’s important, because those who care about Hammor could not find any few years later! About the name, i still don’t get it..!and what foog, what tahat.. and how it describes the problem..?

11. Yes its good name…………..government can be useful………….

12. I do think this is an important mission, because people don’t realize the importance of anything , unless it is already gone. The name is interesting , but i think the relationship of the name to the mission is lacking some clarity

13. i think its good that someone is thinking about marine life

14.The name is in Arabic, but I would assume that many people who eat hammour are not Arabs. Perhaps a term that has hammour in the title or is balanced with English would be better. The idea seems warm and fuzzy to me. I think it should be based on data/science, not perceptions.

15. The company needs a name that can be attached to people and also need something that inspire them

16. Marine life is important for most of us because most of people eat sea food and we all should care about this problem and tried to fine a suitable solution I liked the name but i don’t think people will get it until you support it with a good and clear logo keep going

17. I do like the concept of your campaign, specially that hamour is a very popular fish in this region. Hamour is also an important fish to us, so i think people need to realize what risks the fish is facing. i like the name. It has a positive and humorous approach. I think concept wise you do see the link between over and under (foog w ta7at)

18. I think the concept of saving any animal life from extinction is very importannt -not just Hamour. However the depletion of stocksof Hamour are a very big cause for concern for both the environment, and to our traditional way of life. This campaign is one which will help to do this, but there are many other things that need to be done - like limiting the size of fish that can be caught ( anything under this size must be returned to the sea )- spawning femailes must be returned to the sea; a limit on the fishing season during which they can be caught. Limiting the number of licences that can actually fish for hamour ( eg only local fisherman allowed- no others) Also fish farms could help by repopulating the ocean. I think it needs to have a more specific name mentioning Hamour or at least fish- like “Hamour Protection not Desecration.” “Hamour Sublime -Not Decline” - “Save our Precious Fish Species”

19. Yes

20. i think it’s important and good luck with it ^^

21. yes its important, to save the hammour fish from extinction and to aware fisherman about this issue.

22. I am not suer

23.yes it is important

24. Its a nice idae, however, didnt like the name of this compaign.

25. yes the campaign’s concept and mission is important because Hammour is an important type of fish here in the gulf and by making it disappear we lose something important and valuable here. So I totally support the campaign and will do whatever it needs to help Hammour. Make the campaign widely everywhere, in TVs, radios, internet, and newspapers. advertisments and tv ads. posters..everywhere. i don’t really understand the meaning of foog o tahat…you might want to explain it more. But it’s good so far.
26. Sorry but no “up & down” doesn’t relate to the sea.

27. This will be helpful, i hope that people will care about this beautiful creature. good luck my dear yaya hareb
28.    Yes.

30. nice dear u know me liky ^^

31. I guess you can target the restaurants, this would reach the ppl widely! gr7 idea good luck dear

9. Can you stop eating Hammour fish until its population increase?
Yes (96.77%    30 respondents)
No   (3.23%    1 respondents)

10. Are you willing to save the Hammour?
Yes (93.55%    29 respondents)
No  (6.45%    2 respondents)

11. Are you interested to participating in feeding the Hammour day?
Yes (70.97%    22 respondents)
No  (29.03%    9 respondents)

12. Are you interested in cleaning the sea day?
Yes (70.97%    22 respondents)
No  (29.03%    9 respondents)

Survey suggestions that are helpful to be added in my campaign

1.Targeting the restaurant to reach people
2. Make the campaign widely everywhere, in TVs, radios, Internet, and newspapers. Advertisements.
3. Focus on aware people of the facts such as limiting the size of fish that can be caught, spawning femailes must be returned to the sea; a limit on the fishing season during which they can be caught. Limiting the number of licences that can actually fish for hamour, and fish farms could help by repopulating the ocean.
4. Including it in school curriculum and idea should also be presented to the lawmakers, so they can pass laws to protect the hamour.

Art direction

Concept (big idea)

Raising an awareness campaign about the Hammour overfishing. The goal of this mission is to educate people about this problem by representing it in an interesting way to grab their attention. The problem of the Hammour overfishing will be addressed creatively through the fish perspective under the sea and how it is affected.  Therefore, the name Foog “o” Tahta was chosen to show the contrast of the above world comparing it to the under world and to show people’s ignorance in acknowledging the truth. The design elements will show the contrast between the above and under. Elements that are used in the sea will be used creatively in demonstrating the idea. Such as the sail material and shape will be used for design purposes. Moreover, to expand the campaign mission it will be spread in the restaurant by printing messages on plates to send the message in a powerful way to grab people attention.

Branding

Naming: Foog “o” Tahat (above & under)
•    Foog that mean above is to indicate the danger coming from above that is human action of overfishing Hammour.
•    Tahat that means under is to indicate the reality under the sea and that is threatened by the un controlled overfishing problem.

Other suggestion:
Save Hammour, Hammour under, marine life sustainability, sustainable marine environment and save it know to live peacefully tomorrow.

Logo:
I sketched many ideas in representing the logo. One of the ideas was to use an
illustration of the Hammour in the logo and represent the action of catching the Hammour form above. Other idea was representing the logo in typography that shows arrows for above and under as an indication of showing the idea.

Symbol: Hammour outline is used as symbol for the logo.

Tagline:

1. The world above the truth under
2. Danger world Vs peaceful world
3. Above is ignorance and under is reality

Style:
•    Overall style is represented through creating a strong contrast to design
(Above & under).
•    Simple and bold design

Typography:
Color:
Blue, red and other colors might be added
Blue: Represent the calming and peaceful sea
Red: Representing the danger, violence and grab the attention

Design and development

Sketches
Electronic versions
Final version

Campaign application

1. Posters

•    Art Direction
Using different medium (mixed media) in representing posters because different medium blend together to send different feelings (mood).

•    Design development
Different posters idea:
1. Message printed on a plate: sending a message by including a drawing or      statement on the restaurants plate to make people aware of Hammour. overfishing in an indirect way.
2. Using silkscreen printing to represent the sea such as the t-shit that are used by fishermen or using the fishing net as mixing different media.

•    Final 3 posters

2. Media: Promotional campaign Advertisement
•    Story
1.
2.
3.
•    Art direction
•    Design development
•    Final screen shots 3-6 images

3. Others
4. Campaign event
•    What and why
•    When
•    Who
•    Where
•    How

Epilogue (reflection summary)