GD Capstone 09

TABLE OF CONTENT

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BACKGROUND

1. 09 CAPSTONE BRIEF
2. GENERAL SUSTAINABLE DESIGN RESEARCH
3. EMOTIONAL STATEMENT
4. INSPIRATION (S)

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RESEARCH

1. PROJECT SPECIFIC RESEARCH: PROBLEMS
2. CASE STUDY PROJECT (S): SOLUTIONS
3. DESIGNER (S)
4. VISUAL COMMUNICATION STYLE (S)
5. SURVEY: QUESTIONS AND RESULTS

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ART DIRECTION

1. CONCEPT (BIG IDEA)
2. BRANDING: NAMING, LOGO, SYMBOL, TAG-LINE
3. STYLE (LOOK AND FEEL)
4. TYPOGRAPHY
5. COLOR

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DESIGN AND DEVELOPMENT (FROM SKETCHES TO FINAL)

1. SKETCHES
2. ELECTRONIC VERSIONS (1-3 STAGES)
3. FINAL VERSION

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CAMPAIGN APPLICATIONS

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. Other (Inspirations)
4. CAMPAIGN EVENT
* WHAT AND WHY
* WHEN
* WHO
* WHERE
* HOW

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EPILOGUE (REFLECTION SUMMARY)

BACKGROUND

1. 09 CAPSTONE BRIEF

Have you ever stopped and asked yourself: What happens to the waste you produce at home? Where does it all go? For most of us, waste is not something that demands much thought. We unwrap, use, and throw. And that’s the end of it. But what if we were asked to take a minute and think about how our waste is managed? Images of landfills far, far away come to mind. Magical places where all of our garbage disappears so we never have to see it or think about it again. Unfortunately these places are anything but magical. They are not as far away as we imagine; and they create more problems than they solve.

Dubai place/people branding is a project that purposes promoting the sustainable thinking and lifestyle in Dubai.
However it is a great opportunity to send messages and awareness of what is happening and what could happen in the future. It also re-defines, who we are as an image of Dubai.
No matter what nationality you have or what your beliefs are, as long as you are a citizen of Dubai you should take care of it as if it is the mother. Be excited with the development, yet at the same time also be frustrated with the overwhelming outcomes accompanied by series of ecological problems of these changes brought to their personal city life such as increased noises, traffics, pollutions, as well as loss of water, lands and habitats.

2. GENERAL SUSTAINABLE DESIGN RESEARCH

With the city’s rapid growth and urbanization, waste generation has increased dramatically. Total waste collected in 2005 was 11.3 million tons compared to 6.6 million tons in 2003.

However, in the last 10 years Dubai has made some efforts to deal with the unnecessary amounts of waste generated in the city. Recent developments have emphasized waste minimization and recycling. In 2005, 46, 000 tons of recyclable material representing only 3% of total general waste, were collected from 42 recycling centers around the city set up by Dubai Municipality and by private companies. Compared to other emirates, Dubai has the most recycling centers, but not enough residents are making use of them.

More efforts need to be made by the government to promote recycling but this is made difficult by the fact that a large percentage of the city’s residents represent a ‘floating population’. People living in Dubai usually leave after only a few years and are in the UAE only temporarily. This makes creating awareness even more difficult than it already is.

Recently, Emirate has installed recycling systems in different service stations and encourages their use through their ‘recycle and win’ campaign. Every time an individual utilizes these units, he automatically obtains coupons that would entitle him to participate in special offers and receive discounts for products at Emirate’s retail outlets. Dubai also held the first exhibition of waste management technologies in November 2006 entitled ‘Reduce, Reuse, and Recycle’.

3. EMOTIONAL STATEMENT

Why destroy the image of our environment, over use things, and throw them away, and where do they go? You never know!!
Many people choose the easy ways now a day, instead of washing the mug, use disposable cups and other materials like plastic, cans, paper…etc
This is our country, if we emaraties don’t treat it good and reduce or clean the waste out of it; then how can we expect from citizens to do so!

4. INSPIRATIONS

RESEARCH

1. PROJECT SPECIFIC RESEARCH: PROBLEMS

Problems

One of the major waste problems in Dubai is cans, over use of can products and sodas. Majority of people use can products and throw them away, not realizing where these used cans go?
Stacks of cans in the garbage found in restaurants, schools, universities, houses, and companies. For example, restaurants have the opportunity to reduce use of cans and have a soda machine instead of over using of cans. Lots of solutions are there to reduce the amount of cans, but unfortunately people are lazy to make a step or change. However, this major problem could cause many negative points, for example, animals in the desert find these waste and get curious try to bite and goes to their stomach, which leads them to death. Another cause is pollution issues and bad smell results, our city image is destroyed as well.

2. CASE STUDY PROJECT (S): SOLUTIONS

Solution
Ways to solve the cans issue: reduce use of can products and sodas, use big bottle of soda instead of many small cans, reuse-redesign used cans in a beautiful ways.
Design boxes and provide them in different places for cans collection, encourage people from all kinds to collect cans or reduce the use of it.
Another solution could be, having a contract meaning, the company distributor of soda cans have an agreement documents while giving out their product to a certain restaurants or universities, the ones receiving should sign a contract to have return the same amount of cans back to the distributor, and in return they award them in many ways, for example, vouchers, credits, and many other rewards that encourage them to participate in the recycling process.

Case study
Reduce, reuse and recycle

We live in a throwaway society. Why wash a coffee mug when disposable plastic cups are readily available? Why bother reusing paper bags when plastic bags can be used and thrown away? The increasing use of disposable items in our day-to-day lives is a clear indication of our lack of concern towards conservation of natural resources.

However, Dubai Municipality’s efforts towards recycling are a step in this direction. It conducts awareness and education campaigns for youth and holds lectures and workshops. As well encourage people to participate in many eventful campaigns.

“The municipality has also recently inaugurated the largest Materials Recovery Facility (MRF) in the GCC. The MRF, being operated by a private company called Tadweer, is a state-of-the-art facility situated in Warsan that can process about 60 per cent of the domestic waste collected daily in Dubai,” says Alradhi.
“Tadweer is one of the biggest recycling plants in the world with a capacity to treat up to 4,000 tones of waste every day. Using modern equipment, the waste is segregated here into major components such as food waste, paper, metals, plastic, glass, etc. The food waste is composted to produce high quality soil amendments such as fertilizers, while paper, plastic, glass and other components are recycled within the plant or sold to other waste recycling companies,” explains Lina Chaaban, EnviroCare Manager, Tadweer.

Just like the Tadweer facility, the municipality is intense on involving the private sector in addressing the solid waste concerns of Dubai. Al Marashi of EEG also stresses the importance of private participation in recycling. Darren Smith, Manager Retail Marketing Support, Emarat, agrees, “The need to protect the environment is everybody’s responsibility and not just of the municipality. It’s very convenient to think that it’s somebody else’s problem. After all, the products turned into waste are produced by the private sector and consumed by everyone.”

On the other hand, Emarat, as part of its contribution to a cleaner, better environment, has installed 32 Reverse Vending Machines at 16 selected service stations. The RVMs have the capacity to sort, recycle and process 25 tones of waste a year. Also, there’s encouragement for all those who recycle their waste material at the RVMs. The machines automatically give out raffle coupons to users, entitling them to win prizes. It’s Emarat’s way of rewarding people who care for the environment.

Like Emarat, there are several other private companies who are contributing in various ways to make a difference. Spinney’s, have been a set up in providing its customers with facilities for recycling. Three of its outlets - Spinney’s Ramada, Spinney’s Trade Centre Road and Spinney’s Umm Suqueim - provide separate bins for paper, aluminum cans and plastic bottles. The bins are managed by Coastal Waste Management, which recycles most of the waste or exports it as appropriate.

Tips to Recycle

Sort to save the earth
Unlike in the West, waste in this part of the world is not sorted before it reaches the bins. However, sorting garbage or separation of waste is one of the most important aspects of recycling. It does not only saves resources but also reduces environmental pollution and slows the build-up of landfills. So here are a few tips to sort your waste if you want to dispose of garbage and recyclables separately.

-The easiest way is to have two buckets, one for household waste and one for recyclable materials. Then you can sort the recyclable waste separately.
- Separate all multi-material packaging except metal tubes with plastic corks (for instance mustard or mayonnaise). They can be disposed of whole in the bin for metal recyclables.
- Rinse or wash sticky packaging such as milk or juice cartons.
-Fold or flatten small and large cardboard boxes. Open cans at both ends and flatten them. This will save a lot of space.
- Do not mix clear and colored glass. The container for clear glass is for uncolored glass only. Glass with the slightest tint of brown, green or light blue must be disposed of in the container for colored glass.
- Tie and dispose of your trash bags properly.

3. DESIGNER

Andy Warhol
In 1928 Andrew Warhol was born in Pittsburgh (Pennsylvania), his parents’ Slovak immigrants to America in 1921. In 1933 he began his schooling at the Elementary School. In 1942 his father died after 3 years of illness. He finished his schooling in 1945, with the graduation of the High School.

Between 1945 and 1949, he studied at Carnegie Institute of Technology where he earned the title of Bachelor of Fine Arts. It was during these studies it adopts the technique of drawing stamped. After graduation he moved to New York in 1949. That same year he began working as a commercial illustrator for Vogue and Harper’s Bazaar and creates his first sketches for the shoe manufacturer I. Miller. He also decorates showcases for the Bronwit Teller department store. It transforms the name Andrew Warhola in Andy Warhol.

It takes place in 1952 his first exhibition at the Hugo Gallery (New York). Between 1953 and 1955 Andy becomes creative costumes in a theater. He then s’affuble a platinum wig who feature. He continues to lead this double life: “I started as a commercial artist and I want to finish as an artist business,” he said. In 1954 his first exhibition at the Loft Gallery in New York takes place. In 1955 he directed many commercials and will even make Christmas cards for various stores like Tiffany’s. Some of these Christmas cards are available in the book Greetings from Andy (Warhol) Christmas at Tiffany’s.

In 1956 an exhibition exclusively takes place at the Bodley Gallery, plus it also sets in the Madison Avenue. During the same year he made a tour of the world. It’s advertising for Miller won the medal of “Thirty Fifth Annual Art Director’s Club Award’s”. In 1957 he won another award for its advertisements: the “Art Director’s Club medal.” He founded during the same year a company managing the advertising orders.

In 1960, he produced his first paintings inspired by comics at the same time as Roy Lichtenstein. In 1962 Warhol involved with Roy Lichtenstein and French artists (Klein, Niki de Saint Phalle) to a major exhibition of Pop Art and New Realism named The New Realists in New York. He painted his first boxes of Campbell’s soups and Dollars, and also composed his first silkscreen on American stars. Irving Blum, director of a Los Angeles gallery, describes the 36 boxes of soups and buys all. His first exhibition was at the Gallery Eleanor Wards Stable in New York.

The artist begins its series on death and disaster. Warhol Opens Factory in 1963 in a disused factory. It is a kind of artistic used simultaneously recording studio for his films. It is in this place that is often the rock group The Velvet Underground that is the producer. It was also at the Factory that turned several experimental films, no subject or scenario, largely improvised. In the manner of his paintings, these sequences are actually only repeated hundreds of times, for example, in this sequence called Sleep where we see the same man sleep for 20 minutes and this piece is repeated 18 times to form a film of 6 hours. In 1964 the first exclusive exhibition was in Europe. For the Universal Exhibition in New York, Warhol created the mural Thirteen Most Wanted Men, work to be covered with paint because at the time, this work representative criminal shocked. He started his serigraphs by reproducing 3D boxes of Heinz ketchup or the laundry Brillo.

Later on, in 1965 he officially announces he abandoned painting for films. It never stops. Between 1966 and 1968 a huge film production combined with support for the Velvet Underground, make him an artist hands-on, Factory exchange walls. On 3 June 1968, Valerie Solanas fired three pistol shots on Warhol at the entrance to the Factory. The first two shots lacking its target, but the third bullet pierced the lung, spleen, stomach, liver and esophagus. Solanas shot while on the art critic and companion of Warhol, Mario Amaya also tried to kill Warhol impresario, Fred Hughes, but his weapon unravel. Steeped in both the middle and VIP underground at the time, in 1969 he published the first copies of his magazine interview with illustrated articles on celebrities of the moment. During the années1969 and 1972, Warhol performs some works on orders for friends, or directors of galleries.

In 1972 he made a return to painting with silk-screened portraits, like those of Mao Zedong, paintings touched a very gestures while performing works of abstract art and using paint to oxidation. Warhol is then flooded with orders. The series Skulls, and Still Life (hammers and sickles) are produced in 1976. Between 1979 and 1980, Warhol began large show series, sets out the reasons best known of his work (Campbell’s Soup, U.S. dollar signs, flowers). In the year 1980, Warhol produces video clips and opens the cable television channel TV Andy Warhol. It also appear POPsim the book, The Warhol’s 60s.

Between 1982 and 1986, Latest series of works showing very famous, like Birth of Venus Boticelli, or the Supper Vinci. In 1986, last Selfportrait, and series of portraits of Lenin. Andy Warhol died in New York on 22 February 1987.

In the early 1960s, Andy Warhol was an advertising illustrator recognized. In his drawings advertising, Andy Warhol used a direct technical: he drew his designs on waterproof paper, ironing the contours of ink, ironing the contours still wet on sheets of absorbent paper on the principle of blotting. Although during this period many artists worked as illustrators for advertising companies, all did so quietly. Warhol was, however, if recognized as a draftsman advertising as the rest of his artistic work was not taken seriously.

To tonic this, he tried to explain some of his works, using its techniques in a gallery but it was a failure. At this time he rethought his commercial work and the rest of his art. Rather than the opposition, he thought of the meet. He then tried to make popular culture and trade limited, which created the Pop Art.

The Pop Art was a form that many experimental artists s’approprièrent independently of each other. Among the pioneers, we can see Roy Lichtenstein and Jasper Johns. But his contemporaries will later regard Andy Warhol as “the Pope of Pop “.

In 1963 he adopted the technique he uses for his most famous photograph is postponed screened on canvas. The photographs used are black and white, it colors the bottom of the canvas, and then prints the subject, the face of Marilyn Monroe for example, with only a few details to make it more neutral, to reproduce screen. Often it is a matter, which will be reproduced several times on the canvas. This is the stereotype of Pop Art.

His favorite figures are either trademarks filed, the sign of dollar or visages of celebrities. The tone is both popular and iconoclastic, based on popular culture. First interested in Comics, this issue is already taken by the painter Roy Lichtenstein which makes its visual tool. That of typography is used by Jasper Johns. To distinguish itself, Warhol understands that it must find a slot that will become its main subject matter. His friends suggest painting the thing he loves more than anything. So for his first major exhibition, he painted the famous Campbell’s Soup cans. This work is still regarded as his trademark.

The themes are among Warhol image, its power in the consumer society and its relationship with death. At Warhol, repeating the figure refers often to his exhaustion. The choice of subjects is related to this obsession with death, including his famous paintings of Marilyn Monroe (painted after his suicide) or Liz Taylor (painted while the actress was seriously ill). In the last years of his work, Warhol becomes almost a painter Court, applying its style to many portraits of command, while continuing to expand its reflection on the painting with its series Shadows, Oxidation paintings, and the collection of paintings by Botticelli and Leonardo da Vinci. As a result of an Andy Warhol died on February 22 1987.

“I do not think it will soon be the end of Pop Art. People are paying attention and buy again, but I cannot tell you what its like Pop Art is too complicated. It is to take what is outside and put it in, or take the inside and put it outside, to introduce the ordinary objects in people “(Andy Warhol).

4. VISUAL COMMUNICATION STYLE

My visual communication is through illustrations which I have choose the style of Pop Art, however building the statue is visual as well, and including students to participate in building it, is a way of communication.

5. SURVEY: QUESTIONS AND RESULTS

1) How many cans of soft drinks you drink a day?
2per week/5-7 a day/3 a day/ 1 a day/1 a day/1 per week/1 a day

2) Do u think we have a waste issue? Why?
Yes (10)

(Because we don’t care about recycling as much as other countries/ over consumption/most definitely and littering and toxic wastes being dumped in the sea are issues we need to be resolved for human benefits/ if we didn’t get rid of waste we will have global warming/result of ignorance, less knowledge/sewage system did not develop as fast as the city did/not disposed of properly/majority don’t recycle paper & plastic)

3) What do u think of collecting cans and reusing it by making products of cans? Is it valuable?
Valuable (5)
(No time? /prefer buying it/ good idea/ its nice & different than what we usually see/perfect idea/recycling is always good/great idea and that you make use of the millions of cans that r thrown out/interested & encourage it)

4) Have u bought any recycled products before?
Yes (10)

5) When u hear trash talk what comes to your mind?
(Useless/recycle/Dubai/low class & low self esteem/ Dubai trash issue/bad smell/campaign/how younger generation r developing dirtier mouths/I imagine trash being collected in a very innovative way and makes me curious to know what it is/garbage bins)

6) After knowing that we have over use of can products will u be collecting them from now on?
Yes (7)

Would collect it if I knew a place where I could send it and make use of it.

7) Will u be interested in participating in an event to build up a piece out of used cans?
Yes (8)

ART DIRECTION

1. CONCEPT (BIG IDEA)

Raising a Trash Talk campaign to change people’s habits and Spread the awareness of the environmental issues, and guide them for a better life. Placing posters, spreading the talk, giving out badges to support the campaign, and encourage people to participate in this campaign. My main goals are to encourage people to separate, recycle, reuse. I will be placing boxes with posters in Zayed University, for students and staff to start collecting cans, and then will have an event day to build up a huge statue made from the cans that had been collected. This is a way to make people visualize the art of cans that can be done with, or motivate them to start separating the waste starting from their homes. I’m aiming for this campaign to be continuous, maybe in the future expand and place boxes in shopping malls, and make people to build statues from cans. My targeted audience should include all people, indirect audience every member in the society.

Targeted Goals:
* Wearing the promotional items to define us as a green member of the society.
* Change the people negative consumption habits.
* Get people in action; make a change in their lives.

Design research: providing 3 creative solutions.
*Collect cans.
*Drink less soda or use bigger cans rather than too many small.
*Reuse and design cans in beautiful ways.

2. BRANDING: NAMING, LOGO, SYMBOL, TAG-LINE

For my logo I have chosen the title as TRASH TALK, in expression of the trash as if its talking and saying enough waste, stop mixing waste in me. Lots of waste thrown in one trash, which makes it full to the top and hard to recycles. I also, designed the open lips and placed it instead of the “a” in talk, as if it’s talking. My logo as it is shown still in the process its not finalized yet.

3. STYLE (LOOK AND FEEL)
For the look I made it simple clear and illustrated. I want people to have the feel of Pop Art in my design and be interested in looking at it.

4. TYPOGRAPHY
For my logo I have chosen Frutiger for the font, it is simple and readable font type which makes my logo look stronger, specifically it is Frutiger condensed.

5. COLOR
As I referred previously I want my logo to have the look of Pop Art, so based on that I’m choosing red and grey with yellow for the logo, or dark green whit yellow, red and grey, however the colors are not finalized yet.

DESIGN AND DEVELOPMENT (FROM SKETCHES TO FINAL)
1. SKETCHES
2. ELECTRONIC VERSIONS (1-3 STAGES)
3. FINAL VERSION

Logo

Story Board

CAMPAIGN APPLICATIONS

1. POSTERS
* ART DIRECTION
Pop Art, Andy Warhol.

* DESIGN DEVELOPMENT
In my posters design I’m trying to follow the Pop Art direction, as the movement, and colors of Pop Art inspire me.

* FINAL 3 POSTERS

2. MEDIA: PROMOTIONAL CAMPAIGN ADVERTISEMENT
* STORY
Drinking 1 can of soda, 1 house 10 cans of soda, 1 week 50 cans of soda, later an earthquake of soda cans from lots of can use, separate collect cans and build a statue out of soda cans.

* ART DIRECTION
Taking shots of soda cans expulsion then, getting build up and make a Video of the images and movement.

* FINAL SCREEN SHOTS 3-6 IMAGES

3. Other (Inspirations)

4. CAMPAIGN EVENT

* WHAT AND WHY
TRASH Talk campaign, placing boxes for cans collection, to build up a statue out of cans.
* WHEN
May 12, 2009.
* WHO
Zayed University students and faculty.
* WHERE
Zayed University, atrium
* HOW
Connecting cans use glue or nails.

EPILOGUE (REFLECTION SUMMARY)

Researching, having the big idea, collect information, having peoples thoughts, feedback, over all it was an interesting experience and new to me, I got lost in the begging and realized it was ok to get lost, later on things got better and better, this project helped me a lot in learning new aspects and way of managing time and process. However, new medias came to the knowledge as well, for example, video making was my first time to produce a video and learn the techniques of it.
Stress, overwhelming, nearly giving up, things I’ve been through so far, but at the end I’m proud of my self and happy of the outcomes I came to so far.
After all we all love our city and all would like to participate to make our city a better place for living.

References

- McDonough, Willam and braungart , Micheal. Cradle to Cradle. New York: North Point P, 2002. 77.

-Middle East Business Information, Dubai’s was against waste, October 2007, (http://www.zawya.com)

-Middle East Waste Summit 2009,26th - 28th May 2009 | Dubai Airport Expo Centre (http://www.wastesummit.com/home/about-dubai/)

-Arabian business center, Dubai’s construction waste up 163%
By Talak MalikThis, Monday, 12 May 2008 (http://www.arabianbusiness.com/519084-dubais-construction-waste-up-163)