GD Capstone 09

Firstly,  you will read an article: http://sustainability.aiga.org/resources/content/2/9/8/7/documents/sustainability_communication_arts.pdf

Sustainability and Graphic Design by Phil Hamlett
The issue of sustainability—in its various incarnations— has been appearing with increasing frequency wherever graphic design is discussed. Despite its relative importance, few designers have a clear under standing of what the word and its attendant concepts actually mean, while fewer still can relate it to their everyday business practice.

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LEARN: Cradle to Cradle

by William McDonough and Michael Braungart

1. Overview: 6 chapters will be read and presented by 6 teams. This is in order to save time while still studying each chapter in depth.
   • This book is not a tree
   • A question of design
   • Why being “Less bad” is no good
   • Eco-effectiveness
   • Waste equals food
   • Respect Diversity
   • Putting eco-effectiveness into practice

While reading, each team should be thinking about the following questions and after 2 weeks, the material should be fully understood, processed and posted on our course blog.

What are the main points?
What are the problems?
What are the solutions?
What did you learn?

1. Purpose: ‘Cradle to Cradle’ [C2C] is a comprehensive book which outlines many green issues, sustainable living solutions and eco-friendly innovations seen in the 21st century. Reading and digesting this material will assist you to form a strong foundation for your story, design and campaign.
2. Relation to final campaign: Find your source of inspiration for your design.
3. Know More of the Issues
   1. An inconvenient truth
   

   2. Design E2

   e2 design — China: From Red to Green
   

   e2 design — Deeper Shades of Green podcast
   

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RESEARCH: PLACE BRANDING AND CITY DUBAI

1. Overview: Research ‘Place Branding’ and research the essence of Dubai culture, history and heritage.
2. Purpose: To learn how to build the brand system and identify what makes Dubai unique.
3. Relation to final campaign: Discover and develop your own interpretation of what Dubai is and will be in terms of building a sustainable city [C2C].

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IMAGINE: CONCEPT

1. Overview: Understand the case study of St. Petersburg’s Place Brand System. Your concept must clearly present: keywords, key landmarks, and key emotions related to and describing the essence of Dubai[CASE STUDY] Saint Petersburg is Russia’s Window to the World.When Peter the Great founded Saint Petersburg at the banks of the Neva River in 1703, he created a distinctly Russian city that rivaled those in Europe. Three hundred years later, Saint Petersburg remains the cultural center of Russia. Having only regained its original name in 1991, Saint Petersburg has faced difficulty in finding a strong, unwavering identity. In a rapidly growing world where information crosses oceans and continents in seconds, Saint Petersburg has the potential to reclaim its original prominence and become Russia’s voice to the world.

2. Purpose: To develop a Dubai Place Brand system:

3. How the world views DubaiHow you see DubaiHow can you make others see how you see Dubai

4. Relation to final campaign: Develop a story, to be used as the essence for your campaign.

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CREATE: DUBAI PLACE BRAND SYSTEM

1. Structure:
   • Brand Platform
   • Aesthetics
   • Trademark
   • Color
   • TypographY
   • Imagery
   • Print
   • Screen-Based Media
   • Transportation
2. Purpose: To set up guidelines for your campaign and city development related applications, (i.e. signage, road systems, wayfinding, community development etc.)
3. Relation to final campaign: Your campaign will be entirely based upon 2 aspects: your story and your place brand system.

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BUILD CAPSTONE PROCESS WEBSITE

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IMAGINE: Campaign

1. Overview: Creating a Print/Poster and Media campaign to promote your Dubai place branding concept.
2. Purpose: To communicate with the world and public, as well as to promote awareness of building a sustainable Dubai.
3. Relation to final campaign: This is it

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DESIGN PROCESS

[BACKGROUND]: CRADLE TO CRADLE + RESEARCH
Students start with drawing their personal city maps with emotional statements. The maps will have 2 places recognized by them, both as a designer and as a resident. Students will write out a couple of points on each location; why they do and don’t like analyzing their feelings in terms of maintaining a sustainable life in Dubai. It could be psychological concerns such as loosing their identities. Then students will research on the general issues in sustainable design, which will lead them to identify their own interests in these various problems such as over-usage of plastic bags or packed road systems. They will choose any prospective projects named below according to their preference or identify their own project based on their research interests. Each project will start with heavy research on learning facts and identifying problems. Students may work by themselves or within a team as long as they present their cases strongly regarding an efficient way to manage the process.

[MESSAGE TO PUBLIC]: PROMOTIONAL VIDEO
This is a video narrative about sustainable living in Dubai as a part of the media campaign plan. Students will write a simple story, a storyboard, take photos, and then shoot the movie. The story could be anything related to their own project concerns addressing their perspectives, emotions, feelings, and suggestions for the improvement of the quality of city life. The movie can be used as a business promotion or just social messages/advertisement.

[DESIGN SOLUTION]: DUBAI RE-BRANDING SYSTEM + PROMOTIONAL PRINT MATERIALS
A project is defined in term of their personal research, business solutions, and campaign planning. The project should present research results, public input, design process, and final solutions. With their own problems identified and practical solutions defined, the design specifications are not limited, however students must receive the professor’s approval for their project scopes that reach an expected level of design planning and production quality. Their project can have many facets of collaborations with companies, organizations, or other capstone projects at ZU including animation or interior design projects with our faculty approval.

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STEP 1: WARMING-UP: OPENING YOUR MINDS TO THE REALITY

• You will read Cradle to Cradle to understand what problems are and suggested solutions can be.
• You will work on X-list, Gray-list, and P-list.
• You will choose an area of your interests in Dubai urban living such as food, fashion, architecture, religion, language, or media

STEP 2: IDEA GENERATION WITH MOOD-BOARDS: LISTENING TO YOUR VOICES

• You will build a mood-board on your choice of content in 3 areas; Tradition, Fusion, and Vision. Each board is A2 size illustration board. Vertical preferred.
  • Tradition: images, key words, research questions, facts, insights, C2C perspectives practiced
  • Fusion: images, key words, survey questions, facts, insights, C2C perspectives practiced
  • Vision: images, key words, C2C perspectives, suggestions
• Your First Design Direction:
  • Title:
  • Signature Image:
  • Emotional Statement:
  • Targeted Message:

STEP 3: RESEARCH AND DEVELOPMENT WITH COMMUNICATION-BOARDS: HOW TO TELL YOUR MESSAGES

• Research: What matters the most to you and supposedly to others
• The Message
  • What is your message?
  • Test
  • Develop the message
  • Test
  • Refine the message
  • Test

STEP 4: ART DIRECTION: BE A PROFESSIONAL VISUAL COMMUNICATOR

• Big Idea: What is so unique about your project?
• Style of visual expression
• Logo
• Tagline
• Typography
• Color Scheme
• Applications: media and print

Each project should have distinctive 5 sections to measure your professional design and development process:
—– Research [analytical problem finding + solution identifying] 15%
—– Concept + Sketch [idea development + creativity] 15%
—– Execution [problem finding + solution identifying] 20%
—– Presentation [preparation+ level of engagement + design document] 15%
—– Exhibition [display+print+media balance] 15%