Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011 Katherine Carberry Ron Cortez Derek Long Nancy Palm Mike Theodoran Ken Zinser Sam Shelton faculty John Carmody faculty
Contents Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
Introduction, Audience Mission Strategies & Tactics Brand Elements Discover Oakmulgee Campaign
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Introduction Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
Design Ignites Change, founded by WorldStudio, is a program engaging students in multidisciplinary design and architecture projects that address pressing social issues. Participants are encouraged to apply design thinking to problems that exist in their own communities. Tied to our instructor’s participation in the Aspen Design Summit and the resulting Alabama Innovation Engine, the Corcoran College of Art + Design’s Junior Graphic Design Studio has developed a project to heighten awareness of Alabama’s Talladega National Forest, Oakmulgee Ranger District, and combat Nature Deficit Disorder.
Audience Our primary audience is comprised of visitors to the Talladega National Forest, Oakmulgee Ranger District. Our secondary audience includes local residents in communities surrounding the forest. The primary audience is divided into two categories: the current visitor and the potential visitor. Within those two categories there are specific interest types, which are further classified by their characteristics, skills and knowledge. The audience member, at whatever level of experience or specific interest, has the potential to become an evangelist: Someone whose experience in the forest is so meaningful that they share this experience with others, potentially increasing the number of visitors to the forest. Specific interest types: students, explorers, enthusiasts, embedded experts, converts. Levels are as follows: novice, competent, proficient, expert.
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Mission Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
Our mission is to establish a community invested in Alabama’s Talladega National Forest, Oakmulgee Ranger District. Through engagement, exploration and education, we will create lasting and meaningful relationships between visitors and the forest, resulting in shared experiences and return visits.
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Mission Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Expanded Mission Oakmulgee Forestworks is focused on creating a community that celebrates Alabama’s Talladega National Forest, Oakmulgee Ranger District. We want to change current attitudes and perceptions to make the Oakmulgee Ranger District a place of discovery and pride. By combining storytelling with today’s existing communication channels, we are working on ways to create memorable experiences that visitors will want to share with family, friends, and the general public. By providing information through consistent messaging using print collateral and digital media, we will help the visitor get the most from their experience, whether it’s a visit to the shooting range, a quiet day on the lake, or hiking through the Longleaf pines. We will also emphasize the story of Oakmulgee District’s heritage and the reforestation efforts currently underway. Our overall goal is for the visitor to become an evangelist, of sorts: someone whose experience in the forest is so meaningful that they share it with others, potentially increasing the number of visitors to the forest.
Strategies and Tactics Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Encourage and increase individual and group volunteerism
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Utilize Oakmulgee District as a venue for events
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Educate visitors about the longleaf pine, reforestation and sustainable forestry
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Reinforce connections between like-minded organizations, local businesses and the Oakmulgee District
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Increase opportunities for recreation and activities
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Streamline visitor access to information
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Encourage visitors to share experiences of the forest
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Strategies and Tactics Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Encourage and increase individual and group volunteerism
1.1 Tour guide bootcamps Train tour guides about the forest, how to share its qualities and unique characteristics with the public. Possible topics: How to identify the longleaf pine and loblolly; how to identify forest plants; what to watch for; what does a healthy forest look like; etc.
1.2 Volunteer process forms Help facilitate the volunteer process by having groups fill out forms to better match skill sets and interests with existing needs.
1.3 Oakmulgee Twitter news manager Create an online community that keeps volunteers in the loop about what’s happening at the Oakmulgee. Members can get the word out about volunteer dates and times, post information about volunteer days, share ideas on how to help, share links about other volunteer campaigns and more.
1.4 Litter clean-up day Create a community and foster pride in the Oakmulgee District by having a litter clean-up day. Offer drinks, T-shirts and activities such as Frisbee and bocce ball.
1.5 Adopt-a-trail or adopt-a-tree A way to create a personal connection with the forest. This allows for volunteers to have a presence in the reforestation process. Those who adopt a trail are encouraged to participate in trail maintenance. Those adopting a tree are encouraged to share information about the tree’s species and history via social media.
Strategies and Tactics Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Utilize Oakmulgee District as a venue for events
2.1 Venue map Create a map that shows what areas and amenities of the forest can be used as an event venue. Also include usage guidelines.
2.2 Vendor list Contact local event planners and vendors and inform them of the Oakmulgee’s potential as an event venue. Additionally, those holding an event can receive a list of the planners and vendors who are aware of the Oakmulgee event guidelines.
2.3 Longleaf festival Host a festival about the longleaf pine and the reforestation process. The festival could feature the following: guided hikes identifying characteristics of the longleaf; a visual timeline of the reforestation process; an environmental touch exhibition showcasing the forest’s varied characteristics; games for kids and adults; kiosks for volunteers and local groups/organizations; and lectures from embedded leaders.
2.4 Environmental touch exhibition Specimens on display, such as pine cones, mushrooms, etc. Once a month, embedded experts would teach visitors about the forest and its varied characteristics. The pavilion would be a good location for such an event.
Strategies and Tactics Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Educate visitors about the longleaf pine, reforestation and sustainable forestry
3.1 Logging/controlled burning signage Educate the visitor driving through the Oakmulgee with signs explaining what is going on in areas of logging/ control burning.
3.2 Driving tour Take visitors on an educational driving tour that shows them areas where reforestation is underway. Tour can also show them how the forest is being maintained. Information can provided via an app, signage and/or printed materials.
3.3 Lecture series Educate visitors and raise awareness with a lecture series by embedded experts. Lectures can also be part of the next tactic.
3.4 Podcasts Create a monthly podcast featuring embedded experts talking about their field of expertise. For instance, Paul Johnson can talk about the Aquatic Biodiversity Center; Paula Fancher can discuss the efforts of Friends of Cahaba River; and Myrtle Jones can talk about Coke Oven Park. Podcasts could also include a listener Q&A, where listeners call in with questions about the forest. Each podcast can feature current news and information. For instance, information about NEON and its work within the forest.
3.5 Visual timeline Show the history of the Oakmulgee and current reforestation efforts through a visual timeline. This timeline can be shown through an installation of panels that can be broken down and moved from location to location, making it ideal for festivals and other events. Timeline can also be shown through wall-mounted panels at the Ranger Station and via an interactive display online.
3.6 Nature kits Create a nature kit that visitors can take home to learn more about the forest. Kit can include a sapling with care instructions. Encourage users to post updates about their tree and to spread the word.
Strategies and Tactics Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Reinforce connections between like-minded organizations, local businesses and the Oakmulgee District
4.1 Podcasts Reach out to local organizations and businesses to spread the word about their causes in connection with the Oakmulgee District. Educate listeners about community news and events.
4.2 Window displays Use local Chamber of Commerce offices to display informational posters.
4.3 Shopping/tote bags Spread the word about the Oakmulgee District by offering local businesses shopping bags made from environmentally friendly material. Bags can be given away to promote the forest. Tote bags can be given away at festivals, Chamber of Commerce locations and at like-minded organizations/businesses.
4.4 T-shirts Organizations sponsoring events can have their logos put on Oakmulgee T-shirts.
4.5 Discounts/coupons Make a purchase from a gas station or other local business and receive a coupon to enter the forest. Or present your forest entrance receipt and receive a discount from participating businesses.
4.6 Networking event An event for forest evangelists to gather and learn new ways of getting the word out to the community.
4.7 Special interest breakfast Restaurants can revive the past and connect with customers by bringing back the restaurant potluck. One month could feature a hikers’ breakfast. Another month could feature a birders’ breakfast. By rotating groups, restaurants connect with a variety of forest visitors. And diners can plan their day, share stories and get a good meal before heading out.
Strategies and Tactics Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Increase opportunities for recreation and activities
5.1 Driving tour photo spots Engage visitors by offering photo stops along the driving tour. Signage lets drivers know where to stop. Photo stops can also be available on Google Maps and an Oakmulgee app. Visitors can then upload and share their photos via Facebook.
5.2 Geocaching, treasure hunt Experience that can be shared or done individually at a leisurely pace. Can utilize smartphone technology to create a dynamic experience.
5.3 Special interest potluck Offer a potluck at the Payne Lake pavilion for groups such as hikers, birders and campers This lets families and friends gather for a day of conversation, fun and good food.
5.4 Virtual hikes Experience the Oakmulgee from your home by taking a virtual hike through the forest. This allows visitors to preview trails and get excited about their upcoming visit. It also encourages visitors to videotape their own hikes and share those videos with friends and family.
5.5 Campground events Bring campers together with a night of Bingo. A trivia chalenge, geared toward campers, this trivia challenge lets participants match wits about the forest’s characteristics. Make your own hat: Get creative and spread the word about the Oakmulgee by crafting your own hat/lid.
5.6 Antique car festival Share your ride with other enthusiasts at this festival. Learn about antique cars, see how others have altered their cars and enjoy food provided by sponsors.
5.7 Marathons Let the Oakmulgee be a venue for hiking, biking or running marathons. Encourages sponsorships and gets more visitors into the forest.
Strategies and Tactics Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Improve visitor access to information
6.1 Trail marking painted on trees Use a stencil and paint on trees to create a wayfinding system that can be used by hikers and along driving tours. Create companion signage that educates the hiker about flora and fauna along trail routes.
6.2 Field Guide/QR code Educate visitors about the Oakmulgee with this field guide containing information ranging from forest hours to how to identify a longleaf pine. Guide can be downloaded via a QR code or viewed at the website.
6.3 Ranger station signboard Streamline Ranger Station signboard. Add QR code so visitors can download information from the station instantly.
6.4 Seasonal tours Educate the visitor about the changing forest with these seasonal tours led by expert guides.
6.5 Photo tours/walk Learn about the forest and your camera on this photo tour led by area photographers. Capture frame-worthy shots while also getting to know this natural resource.
6.6 Camping spot tweets Offer visitors a way to learn about what campsites are available. Campsite hosts can tweet about what spots are available, how many spots are left and when the sites becomes full.
6.7 Online trip planner Find out what you’ll need for your trip, schedule your day around activities in the forest and nearby, and find local businesses via this trip planner. Find suggestions, view other itineraries and share your own.
6.8 Specialized maps Hunters, birders and fishers can make use of maps tailored to their interests. For instance, birders can see what birds frequent the area and where they have been spotted.
Strategies and Tactics Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Encourage visitors to share experiences of the forest
7.1 Social media Use Facebook and Flickr to share experiences with friends and family. Create an Oakmulgee Facebook page where people can become a fan and visitors can find updates and photos. Also create a Flickr page and invite users to tag and share their photos. Can also sponsor a photo contest through Flickr by creating special groups.
7.2 “Share your story” page Create a page on the website where visitors can share their memories of the Oakmulgee.
7.3 Online guestbook Guests can comment on their experiences, make suggestions and share where they are from. Creates a national community where visitors can see how the forest attracts a wide audience.
7.4 Online comments Guests can share their experiences and make suggestions via online comments. Information can be used to better experiences and learn about who’s visiting the forest.
Brand Elements Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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The Name
Oakmulgee Forestworks Name Concept The name of our organization, Oakmulgee Forestworks, was inspired by the vernacular of the New Deal, which was the genesis of the National Forest Service. Oakmulgee Forestworks emphasizes both the role the forest plays in our ecosystem and the work we need to do in order to maintain a healthy forest. Oakmulgee Forestworks strives to represent a community of responsible, engaged citizens who view the forest as a point of local pride.
The Logo
Logo Concept The Oakmulgee Forestworks logo establishes our organization as a strong community invested in both the maintenance and utilization of the forest. The word Oakmulgee is set in the Emigre font Brothers, designed by John Downer in 1999. Brothers was inspired by the signage used by the Cole Brothers’ traveling circus shows around the turn of the century. It also speaks to the hand-lettered signage often seen in the rural Alabama region. The spikes on either side of the word Oakmulgee help reinforce this connection and underscore the stability provided by the National Forest Service. The word Forestworks is set in Trade Gothic, a clean sansserif typeface originally designed by Jackson Burke in 1948. The curved baseline of the word Forestworks was inspired by the hills of the Oakmulgee Ranger District and stands as a visual representation of the growth of our nation’s forests.
Discover Oakmulgee Campaign Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
The Discover Oakmulgee campaign centers around a collection of six trails, each focusing on an aspect of the Oakmulgee Ranger District or the area surrounding it: reforestation, sustainable forestry, wildlife, recreation and activities, photo ops, and points of interest. With a robust digital platform and supporting print media, visitors will be encouraged to explore the forest and share their discoveries with others.
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Discover Oakmulgee Campaign Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Tree Stencil Wayfinding The Discover Oakmulgee campaign features a collection of trails and driving tours highlighting various points of interest throughout the Oakmulgee Ranger District. Because the selected points are widespread and often located within the forest, it was necessary to develop a consistent signage system that would be highly visible from a distance. Supporting materials alert visitors to the wayfinding system and demonstrate what to look for. When a visitor comes accross any of these markings they’ll have an opportunity to look through their field guide and learn about what’s going on at any particular location. Other important considerations included existing systems of tree markings and a tendency for hunters to shoot down signs and postings. To resolve these issues we created tree stencils that can be spray-chalked onto trees near corresponding points of interest, indicating to visitors that they’ve discovered a point along the trail. This solution builds on existing techniques and prevents hunters from shooting down signs, while remaining cost- and time-effective.
Discover Oakmulgee Campaign Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Supporting Print Collateral Field Guide, Brochure For each driving trail there is an accompanying field guide containing detailed descriptions and imagery about points of interest along the trail. Included in each field guide is a detailed map highlighting points of interest and general information. Visitors can use the field guide, not only to orient themselves while driving through the forest, but to learn about what they’re seeing as well.
15žin x 18in
Discover Oakmulgee Campaign Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
Poster Small posters distributed to local businesses (shops, restaurants, gas stations) will promote the Discover Oakmulgee driving trails and the organization in general, while also driving traffic to our website. By reaching out to local business we can spread the word about Oakmulgee Forestworks and spark an interest in local communities.
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Discover Oakmulgee Campaign Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Storefront Banner From our experience driving through the region, there are many empty or abandoned storefronts in the small towns surrounding the Oakmulgee District. We can utilize these vacant spaces by installing attractive storefront banners that promote Discover Oakmulgee, and spark general interest in Forestworks. The banners are made of see-through, perforated vinyl. Local chambers of commerce would also be candidates for installation. Banners would orient visitors to their proximity to the forest, contain useful information for finding the driving trails, drive traffic to our website, and promote the organization.
Discover Oakmulgee Campaign Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Website Discover Oakmulgee’s digital platform combines social media outlets with an interactive map, allowing users to learn about points of interest and view rich media contributed by others. Users can filter points on the map based on existing trails and various categories, customizing the flow of information to suit their interests. Info panes allow users to view or upload Flickr photos and YouTube videos related to a specific spot, or connect with other users through Facebook. The website offers information to users that will help them plan a visit, and gives them a place to go afterwards to share their experience; and because the content is user-generated, there will be a constant stream of new media, inviting return visits.
http://oakmulgee-forestworks.org/
Discover Oakmulgee Campaign Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011
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Pocket Guide, Mobile App Users can enrich their experience by downloading a mobile app to their smart phone. Much like the website, the pocket guide includes an interactive map, allowing users to view points of interest along existing trails. GPS-powered phones can track your location in proximity to points of interest along the trails. Users could download the app through QR codes included on posters and signage before entering the forest. Once downloaded, the app provides all the same information as the printed field guides without needing cellphone reception or internet access.
Corcoran College of Art + Design Junior Graphic Design Studio Spring 2011