GD Capstone 09

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.