Research Generation Z Consumer Profiles The Movement The Big Idea Creative outcomes
When looking at physical making today, many may look to overseas, where blue-collar workers coop into darkly lit factories in China and India, working for pittance on 24hour production lines. Or perhaps those glued to garage workbenches, surrounded by rusting tools and hopeful prototypes. In reality, this modern ‘Maker’ spreads far wider than garage lone-engineers and dirty overalls. “The factory of the future may be at the bedside, in the home, in the field, in the office and on the battlefield” (the future of manufacturing, 2013) and all thanks to the injection of community, personal computing and the World Wide Web.
the makers lounge : research
In today’s society, as generations grow as digital natives and technology becomes more and more dormant in every day culture, one does not need to be an engineer, computer scientist or digi-nerd to be up-to-date on tech-knowledge and how-to’s. With conscious effort from companies such as Raspberry Pi and the introduction of coding into the curriculum post summer 2014, this will become another fundamental life skill, sat alongside knowing how to sew a button, or how to re-wire a plug for example. The question however, remains with the distinction between the virtual and physical. How can we teach these digitally native and code-savvy individuals to use such skills and embark in the act of ‘make?’
To many, the tech-boom is seen negatively. Labelled the DIY trend, this ultra-nostalgic, authentic combo often eradicates technology and futurism, as cultural uncertainties flourish from corrupt capitalism and our rapid- paced society. A simple search of Pinterest or Google images under ‘DIY’ shows streams of cupcakes, stitching techniques and nail art, partnered with tie-dye tutorials and kitsch home wear. Although many hanker this hand-made and the crafted lifestyle, the art of ‘Make’ is not solely for this digital opposition, and neither is merely ‘doing it yourself.’ The emerging Maker Movement, coined as ‘The New Industrial Revolution’ (Anderson, 2012), is regularly flagged as a somewhat new ‘counter culture’, with many in belief that “personal manufacturing will undermine the clout of large corporations” (Morozov, 2014) as “now, with the tools available, anyone can change the world.” (Hatch, 2014) Combined with infinite access to sources online, it has never been easier to create and distribute projects, ideas and inventions. With this Maker Movement, has brought Maker Spaces (or Hacker Spaces)- hives of innovation and unique community - (Altman, 2012) somewhat modern stand-ins for the home or garage workshop. (Kurutz, 2013)
the makers lounge : research
“... a combination of 3-D-printing enthusiasts who like making their own toys, instruments, and weapons; tinkerers and mechanics who like to customize household objects by outfitting them with sensors and Internet connectivity; and appreciators of craft who prefer to design their own objects and then have them manufactured on demand.�(Morosov, 2014)
With over 500 active Hacker Spaces world wide (hackerspaces.org), like art collectives, Hacker Spaces simply consist of individuals who share similar interests; a communal space of creativity and technological innovation. Such spaces however, are not always specific to the ultra-tech individual. In essence we are all makers. As Anderson explains – “its not just about workshops, garages and mancaves. If you love to cook, you’re a kitchen Maker and your stove is your workbench. If you love to plant, you’re a garden Maker. Knitting and sewing, scrapbooking, beading, and cross-stitching – all making.” (Anderson, 2012) Hackers (or Makers) are people who push the boundaries of their form and art, in whichever discipline that is. (Fried, 2013) We can hack anything; computers and electronics of course but also art, craft, math, science, you can hack yourself, society and the planet. (Altman, 2012)
the makers lounge : research
Hacker Spaces connect to a wide, varied audience by providing “ two very deep universal needs community and creative expression. (Altman, 2012), as well as providing the basis to teach, learn and share together as a community. Although, “The new personal factories may seem like crude toys for only the most die-hard D.I.Y’ers - they are talked about as a looming revolution that could change the way people work and create new opportunities for millions.” (Giridharadas, 2011) Situated comfortably in many communities across the country - in cities such as Nottingham, Birmingham, Oxford and Bristol - such spaces provide a fundamental addition – local. As more and more people are keen to support local businesses here in the UK - with 76% of people being more likely to buy something if it were made in Britain (See appendix 3) – “people, especially younger adults, are more likely to trust neighbours, friends and peers than institutions” therefore, revealing that localized goods and manufacturers remain key to targeting such consumers. (Mack, undated)
“Manufacturing local to your consumers to deliver exceptional value is a trend we already see in the food and drink sector. Understanding the complete value chain (e.g. from farm to fork) will enable businesses to deliver increased value to customers and consumers� - Richard Martin, Chief Engineer, Nestle UK & IR
the makers lounge : research Thanks to revolutionary tools such as CAD and 3D printers, the make process can spark from our very desktops, allowing elements of personalisation and the production unique niche goods. MIT physicist Neil Gershenfeld imagines “a consumer of the near future downloading a design for a mobile phone through an iTunes-like portal; buying an add-on from another firm that tweaks the design; and having it printed at a neighbourhood shop in a plastic shell of your choice.� (Gershenfeld, Giridharadas, 2011)
This impacting Maker Movement is around “people adapting artefacts in their own contexts of use”shining light on how technology can have a positive impression on individuals and communities. By blurring lines between what is local and what is global, many can “learn through solving their own problems with the support of a worldwide community” (Lockton, 2013) as online sharing and open sourcing creates windows of opportunity that stem into future projects and businesses. Thanks to exposure and crowd funding from the likes of KickStarter, the process of make is made public, for the world to support and be part of.
“If more of us understand how the systems of everyday life work — from technology to government — we will be empowered to change them, with confidence gained from tackling our own problems. This is where the wider sustainability impact could come: not just through making products that last longer, but also through building our understanding and confidence to change the world for the better.” - Lockton, 2013.
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As products, information, news and (most importantly) conversation, are available on demand, many Gen Z teens spend up to 11 hours a day interacting with technology (McCrindle, 2013) sharing, searching and streaming. With this, this generation feels no restraint in terms of geography, as technology provides ‘real time’ experiences and interactions.
the makers lounge : consumer
For many brands, the ‘millennial’ generation remain the most important and key market to target. Born roughly between the early eighties and mid- nineties, this generation consists of 80million people in the US alone - the biggest generation to date (McCrindle, 2013) However, post millennial generation, steps Generation Z – the digital natives. Born between 1995 and 2009, this generation has no pre-tech recollection unlike their millennial counterparts. As technology continues to blur the lines of work and social, of study and entertainment, of private and public, (McCrindle, 2013) this is considered the most social and connected generation.
But what about their future careers, their interests and their hobbies? As a generation bent on accumulating real world experience, many Gen Z teens – 76% in fact – wish to have a hobby that would turn into a full-time job, with 60% wanting a career that has an impact on the world. (Wartzman, 2014) This therefore, means a changing system in terms of how many companies and brands interact with such consumers, not only in terms of product but also employment. Forecasting giant WGSN identifies this consumer as The Adapter; “ambitious consumers who are keen to seize opportunities, but are also aware of their impact on the world around them, and are determined to make a difference.” (Lohan, WGSN, 2013)
“For employers hoping one day to recruit and retain the cream of Gen Z, a real chance exists to develop a whole new model of lifelong learning a combination of hands-on experience, training and mentoring� - Peter Drucker, Wartzman 2014.
As visual learners – with many opting to watch a video to summarize an issue rather than reading an article and discussing it – (McCrindle, 2013) this amplifies the value of hands-on, image-based education, especially with teen Z’s. In terms of The Maker Movement, this generation becomes key. The combination of traits such as being ‘ultra-techsavvy’ and ‘new-age-hobbyists,’ provides a perfect opportunity for Maker/Hacker Spaces to establish a relationship with a youthful and entrepreneurial audience. This, in essence, paving the way to a more creative, hands on future; altering perceptions towards technology, make and manufacture. However, the essential element of stimulating this generation and those of the future, remains in how to provide more than how to simply ‘use’ our everyday products. Thanks to throwaway culture and mass production, many are disconnected from the art of make, aswell as once fundamental skills, such as maintenance and repair. With this, Generation Z holds the opportunity for a new wave of entrepreneurs, with a global, worldly mindset when considering the ‘make’ of the things around us. This idea is the key to the future workforce, with this ‘cando’ culture encouraging many to ‘make’ their own jobs and careers.
the makers lounge : consumer
“Products should be designed to use fewer resources from the start and with longer lifetimes, repair and reuse in mind� Cooper, 2014 the makers lounge : consumer
When compared to the millennial generation, Gen Z consider earning an advanced degree a less important life goal (dropping from 70% to 64%), in result to many figuring out what they want to do, much younger. This is considered a generational reaction to endless stories of unemployment, underemployed university graduates, and the increase of studentloans. (Senderoff and Gutfreund, Wartzman 2014) With this, the introduction of The Maker Movement (through workshops, tutorials and Maker Spaces where the free exchange of ideas, skills, and knowledge are encouraged) to this generation much sooner, could stimulate positive change, when looking at many cultural, social and economic issues from unemployment to the decrease in local communities. Welcome, the Make Generation.
THE MAKERS To gain insight into Generation Z, 3 consumers within the specified age group (born between 1995-2009) were profiled on the subject of make, and pictured with something they had made, or something they consider their maker tool. (See appendix 4) The answer featured here follows the question ‘What does make mean to you?’
the makers lounge : makers
“I guess, doing something. Building something on minecraft or Lego? You can make cards and draw stuff too. I made a book at school that I wrote and drew myself. I prefer building stuff though.” Kyle, Aged 9
the makers lounge : makers
THE CONSTRUCTIONIST
THE VISIONAIRE “Making something? So like, making a cake or making a picture on a computer. I made this today from one of my bead kits... I’m making one for everyone in my family. I make them all the time. The ones I made before were made out of string” April, Aged 10
the makers lounge : makers
THE EDUCATOR
Shanice, Aged 16
the makers lounge : makers
“Arty stuff? Like painting and drawing. I guess you can make cakes and cupcakes and stuff like that too. I’ve made these things out of paper at Guides, but because i’m the Guide Leader, I help everyone else most of the time. I want to work at PGL where they do canoeing and rock climbing on these camps for kids. I quite like the idea of teaching stuff like that- fun all the time! They do other things there like building with wood and making rafts - it’s so good. I couldn’t do a job where i’m stuck inside all the time. I prefer to be outside doing stuff.”
THE MOVEMENT The overarching driving force behind much of the Maker Movement lies with MAKE magazine (launched 2005) – the maker’s bible – and its partner The Maker Faire (2006.) Part of Maker Media - a “global platform for connecting makers with each other, with products and services and with their partners” (makermedia.com) - the company provides a platform for the growing community of makers, who bring a DIY mindset to everything from electronics and science, to craft, design and art. MAKE identifies makers as anyone from tech enthusiasts, to crafters to homesteaders, to scientists to garage tinkerers. Here in the UK, Maker Faires have taken place in cities such as Manchester and (more recently) Newcastle; allowing visitors to explore and create with other makers, enjoy playful installations, drop-in workshops and interesting speakers. (Makerfaireuk.com)
the makers lounge : the movement
“Whether as hobbyists or professionals, makers are creative, resourceful and curious, developing projects that demonstrate how they can interact with the world around them.” – Maker Media, 2013
the makers lounge : the movement
THE BRANDS Today, many sectors have discovered the importance of encouraging and connecting with makers, forming a trend amongst many brands from clothing to lifestyle. Through methods such as brand workshops and promotional campaigns, “the unsung heroes who make things with their hands, one at a time� (Levi’s Makers online, 2013) are celebrated. As more and more brands embrace the movement, this can only mean their consumers are doing so too.
ASOS STITCHING ACADEMY In 2013, Online UK retailer ASOS and Fashion Capital joined together to unveil The ASOS stitching academy - a wide-reaching extension of the UK’s first ever National Apprenticeship in Fashion and Textiles Apparel (Fashion Capital online, 2013.) The scheme allows students to complete with a qualification in stitch, as well as gaining skills in sewing, machinery operation, inspecting and measuring, and health and safety after completion of a six-week internship. Producing up to 7,000 garments per week, the London based academy (supported by grant funding from the department of work and pensions) hopes to encourage and drive British Manufacturing by young people. “I’m determined to give young people all the help they need to kick-start their careers, so it’s good news ASOS are on board to give them a hand in learning the vital skills they need to get a job. British fashion is world-famous, so this is a great opportunity for aspirational young people to get their foot in the door of an exciting industry.” Minister for Employment, Mark Hoban.
the makers lounge : the movement
LEVI’S STATION TO STATION Levi’s are the key innovator in terms of the promotion of makers and creativity. The brand’s #MakeOurMark Campaign “looked to inspire and activate participants around the world to engage in global creative collaboration and make a creative impact in the world around them.” (Hypebeast staff, 2013) With this, brought Station to station - a public art project by Doug Aitken in September 2013, made possible by the brand. The tour/train travelled from New York City to San Francisco, connecting “leading figures and underground creators from the world of art, music, food, literature and film for a series of cultural interventions and site specific happenings.” (Stationtostation.com, 2013) Stopping at 9 other cities across the country, the train was filled with vintage implements reengineered as digital tools, including a 1901 Underwood No. 5 Typewriter linked to Twitter, a 1939 Graflex Speed Graphic camera, a 1953 Bolex B-8 Video Camera linked to Instagram and a Sound Cloud-enabled 1953 Gibson ES-125 Guitar, providing a comprehensive multimedia platform for creative figures. (Hype beast staff, 2013) This provided one of Levi’s lesser-known initiatives ‘The Makers Project’ which works with international artisans worldwide to create unique, handcrafted products (bags, shoes, rugs) as well as the customization of classic denim jackets. (Bradley, 2013)
“We have this craft platform where we highlight and celebrate small makers who create everything by hand, tell their story, put their product in our stores. It’s a great talking point for us and it really interesting because I think it is helpful for getting small folks off the ground and it inspires others to pick up something.” – Jay Carroll, Another 2013
the makers lounge : the movement
Through a series of online videos, the brand ‘celebrated’ such makers, saying, “Our Makers goods are born of resourcefulness, skill and a dedicationto-work that is fast becoming endangered in this world. These are the artists who still put their minds and hearts to their hands—thoughtfully crafting products of quality and beauty. We’re here to tell their stories.” These beautifully composed videos for makers including Forestbound bags, Slowpoke Leather Goods and The Levi’s Tailor Shop, together, have collected just under 10,000 hits on You Tube, as they take a “soulful view of the designers and their handiwork”. This “maker connection clicks with the company’s efforts to focus on its authenticity and its roots to working clothes” (Voight, 2014)- a true, honest reflection of the ‘maker ethos’.
the makers lounge : the movement
NEW BALANCE EXCELLENT MAKERS In 2012, lifestyle brand New Balance revealed their global Excellent Makers Campaign; a celebration for makers, craftsmen, athletes, artists and musicians, by sharing their common passion for what they do. (Newbalance.com, 2012) As a brand that prides themselves on heritage and craftsmanship, the campaign formed its consumer connection through their aim of supporting those of similar excellence. Six branded videos showcasing the talents of a baseball player, hip-hop artist, shoe craftsmen, eco designer, screen printer and the brand’s own UK shoe makers - were launched through social media (Facebook/Twitter) alongside in-store campaigns. With the brands global market, Makers from across the world were featured and profiled as part of campaign. Similar to that of Levi’s, this connection to the public through the ‘Makers Approach’ fits to the brands ethos of ‘craftsmanship’ and the celebration of human talent and skill. Although the link to music makers, or ‘hip-hop’ artists, has no direct connection to the brand itself, targeting makers as a whole creates a sense of ‘community’ - a key ingredient to establishing brand loyalty and consumer engagement.
the makers lounge : the movement
Embracing The Maker Movement, has evidently had a positive impact for brands. Exploring this different avenue of consumer engagement – through the appeal of makers, skills and talents - creates a positive impression around what it is to be a Maker, manufacturer, artist, designer or craftsman. For consumers, brands forming this appeal to maker culture will encourage and inspire the next generation of Makers across the world, by making ‘making’ culturally cool.
“Makers tap into an American admiration for self-reliance and combine that with opensource learning, contemporary design and powerful personal technology like 3-D printers. The creations, born in cluttered local workshops and bedroom offices, stir the imaginations of consumers numbed by generic, massproduced, made-in–China merchandise� - Voight, 2014
Connecting and marketing to younger demographic has became increasing popular with brands across the globe. With the age group (generation Z) spanning between 5-18 - many of these, in terms of consumption, are led by their parents. With this, many brands, companies and organisations, successfully approach this generation through the art of make.
the makers lounge : the movement
CONNECTING WITH GEN Z
Rival computer giants Apple and Microsoft have approached this younger consumer market through the approach of free summer camps. Targeting kids between 8 and 12 - with Apple’s ‘Apple Camp’ and Microsoft’s ‘Youth Spark’ – kids are taught everything from shooting footage and editing in iMovie, to games design and digital photo editing. With handson instruction, these free workshops provide this demographic with the tools and equipment to create projects and learn new skills. Microsoft’s ‘Youth Spark’ – part of corporate citizenship - provides global programs to “help young people around the world capture and seize opportunities” (Microsoft, 2013) Recently, British home improvement company B&Q have began their ‘You Can Do it’ workshops, as well as their ‘Kids Can Do It’ workshops, where parents and their children (aged between 7 and 11) can make together. With 15 workshops to choose from, supplying the opportunity to make everything from cup holders, to bird boxes, these workshops encourage the creation of something from scratch, whilst learning new skills from their DIY experts (diy.com, 2013.) Alongside this, the company’s site provides downloadable how-to guides for makers to view and work from at home. Open sourcing for kids.
the makers lounge : the movement
In terms of creative locations, many galleries host workshops and creative classes for kids and their families. At London’s Design Museum, the ‘Get into’ workshops (for children aged between 12 and 16) deliver knowledge into everything from graphic, interactive and product design to footwear design, by creating briefs, prototypes and facing design challenges. (designmuseum.org) Similarly at The National Gallery, participants can embark in drawing and sculpture workshops, whilst being inspired by the surrounding paintings and artwork. (Thenationalgallery.org.uk) At this year’s Cheltenham Design Festival, workshops for ‘the designers of the future’ were hosted for children from aged 7 upwards. The workshops gave children an insight into “how leading organisations in space exploration and engineering use creative thinking to change the world” as well as “the discovery of their artistic powers in fun events on drawing and photography.” The workshops became not only a space for “budding inventors to learn how to harness their brain power and come up with the next big idea” but also a way to experience and interact with successful creatives, such as designer and author John Ingledew, host of ‘Creative Juice’ a studio workshop for 12-16 year olds. (cheltenhamdesignfestival.com)
From the examples highlighted, it is clear to identify the importance of connecting with such a generation. Post millennialism and the hype surrounding such a generation, brings forth the age of Gen Z – entrepreneurial, individualistic and experience seeking. This generation will be the next workforce - the creators, the inventors and the most vital consumer group. With this, it is the roll of ‘us’ to stimulate the minds of such individuals, and in this instance, through the art of make.
THE BIG IDEA
By providing a space for this generation to build, make and mend– working with materials of all kinds, from technology, to printing through to cooking, textile and woodwork – members will have complete creative freedom, working with many tools not readily available to them. The space will be equipped with a large range of machinery - from 3D printers through to CNC machines, print presses and laser cutters – as well as handheld tools such as spanners, screw drivers, soldering irons etc. A core aim of the makers lounge follows the importance of exposing younger generations to such machines, skills and tools, which are vital for the future. By removing the cultural disconnection between make, manufacture and purchase, the hope is to stem positive change with issues such as throwaway culture, as many currently lack in skills such as fix, make and mend.
the makers lounge : the big idea
‘The Makers Lounge’ is a branded ‘maker space’ (or spaces) which, in this instance, is primarily aimed at Gen Z. The space aims to encourage such a generation to connect with the art of make – experiencing, first hand, the potential and positives of becoming skilled in making, mending and craftsmanship for future careers and entrepreneurship.
WHY? HOW IS IT DIFFERENT? Outside of education or a workplace, there are limited resources and space for various age groups to “just make, experiment and get messy with materials.” (Survey - See appendix 3) “I think people have no where to make stuff, or they do but want to make with others, or collaborate” – Tom Newsom, South London Hacker Space, 2014 (See appendix 4) Indeed, Hacker Spaces are popping up across the world catering to such needs however, they are still niche; specific to small groups of individuals who know about The Maker Movement, Make Magazine or more obviously, other hacker spaces. Of those asked within a survey, 100% were unaware of the term ‘hacker/maker space’ combined with 100% of those wanting a space available to innovate. (See Appendix 3) With this, the aim of The Makers Lounge is to ‘promote’, and somewhat ‘popularise’ the hacker space ideal and ethic. Growing them from small niche workspaces, into ‘community workshops’ that people are aware of. (Newsom, 2014) (See appendix 4) By forming this platform - where younger generations can work together side by side with other and older creative minds – communities can learn collectively, sharing skills, ideas and knowledge.
HOW? FUNDING/INVESTMENT
The Makers Lounge will be run on a membership style basis (similar to that of the US Techshop.) Members will pay a small fee each month, helping support the staff and the growth and maintenance of the space. To promote, The Makers Lounge will offer free workshop days for members of the public, raising awareness of the possibilities that stem from ‘making’ as well as the business as a whole, to encourage membership sign-ups.
the makers lounge : the big idea
From the opening and success of the first makers lounge (like many businesses) this will determine the expansion of the company. However, as Makers Lounges are community creative hubs, it seems viable that they are supported via the community. With local donations, investments and sponsorships from surrounding businesses and councils, this can form the basis to the growth of a makers lounge. For example, the UK government offer large amounts of support and funding for young entrepreneurs (between 18-30) and new business owners. The required funding will provide the space and the materials needed for a Makers Lounge. Alongside this, donations of tools and materials are encouraged, bringing together the ‘community workshop’ ethos.
WHERE? A large role of The Makers Lounge is to help with the regeneration of local communities, with this, the company hopes to fill empty shops presented in many UK high streets. With 1 in 8 shops lying vacant in the UK (Rankin, 2013) the opening of a Makers Lounge not only provide opportunities for new local businesses and creative innovation, but also reduces the possibility of multi-chain companies - such as pay day lenders and betting shops - filling vacant yet valuable space.
TEACHING/LEARNING Within The Makers Lounge, opportunities will be available for individuals with specific skills, trades or ideas, to present and teach fellow members, by offering workshops and tutorials (No PGCE required.) The Makers Lounge will also connect directly with local businesses and companies to offer inspirational talks, tutorials and workshops with members.
GROWTH
the makers lounge : the big idea
The Makers Lounge aims to grow on a franchise style basis – one of the most successful methods of business in today’s marketplace (Daszkowski, undated.) Acting as the franchisor, future communities will be able to open a Makers Lounge as a franchisee, therefore obtaining The Makers Lounge identity and business model. Working this way offers communities a higher likelihood of success (due to an already established product and model) as well as offering entrepreneurs the format and basis of starting and growing a business – key to The Makers Lounge ethos. Once becoming a franchisee, The Makers Lounge will supply necessary training services and workshops in how to present and run a successful Makers Lounge.
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BRAND IDENTITY
When researching successful branding and trends in terms of lettering, it became apparent that many brands have opted for lower case, apposed to tall, traditional capitals. The two case styles each represent a different voice to the consumer, with capitalization often relating “to the look and feel of the corporate business, whereas all-lowercase text can signify a casual, reposed environment.� (Fine, undated) Many recent examples include, EBay, Facebook, Bing, Amazon and HTC.
the makers lounge : the creative idea
In terms of creating a mark for The Makers Lounge brand, the aim was to present something modern, yet simple and bold. The initial stages of development began looking at the name itself, working with lettering and how this itself could become a statement mark.
“We write everything lower case in order to save time. And besides, why two alphabets when one will do? Why use capital letters if we don’t use them when we speak?” – Herbert Bayer, 1925
the makers lounge : the creative idea
This more ‘conversational’ appeal has led from many movements in design history - the most impacting being that of the Bauhaus and the work of Herbert Bayer in 1925. With a combination of forms from both lower and uppercase, Bayer revealed an “idealistic typeface” (type.nu) named ‘Universal.’
the makers lounge the makers lounge the makers lounge the makers lounge the makers lounge the makers lounge the makers lounge the makers lounge
A range of typefaces and lettering positions were tested for the 3 words, whilst still trying to keep the bold, simple styling. The sample below - including popular faces such Arial, Minion Pro and Brandon Grotesque - were considered, however, did not carry the words as strongly when stacked.
Chosen font: DIN Category : Sans-Serif Designer : Albert - Jan Pool Foundry: FontFont Release: 1995
Font weight:
Aa Qq Rr Aa Qq Rr
the makers lounge The chosen font, DIN, will be used ‘black’ against the brand’s logo. Arranged in a stacked format, the font will always be presented in lower case.
the makers lounge : the creative idea
the makers lounge the makers lounge the makers lounge the makers lounge the makers lounge
When considering The Makers Lounge brand in terms of an icon, current trends in graphic design and branding highlight the use of line-art - simple vector style images that portray a brand’s house style and essence, without creative chaos.
the makers lounge : the creative idea
With this in mind, a series of different line-art styles were constructed, using the ‘M’ and ‘L’ from the brand name as a prominent feature. During this process, it was not only important to consider how such icons would sit next to ‘The Makers Lounge’ lower case lettering, but also the strength of the icon itself when placed alone. Like many current popular brands, their specific logos/marks can be recognised without the title of the brand, this therefore became a core factor when designing the icon.
This selection of logo designs were constructed using the the pen tool - a feature of Adobe illustrator. This tool was used to mould and shape lines according to the brand’s lettering.
This icon design will be used on all official posters, advertisements and merchandise for The Makers Lounge brand. Whether set beside the brand’s lower case title, or simply placed alone, the icon will be a recognisable representation of the brand.
POSTERS/ADVERTISEMENTS As a brand with creativity in mind, the styling of the posters aims to capture this core element. Inspired by the works of Paul Rand, Saul Bass and Tom Eckersley, this timeless, modernist styling projects the bold personality of the brand, represented through clean lines, flat shapes and a vast colour palette.
Paul Rand (1981)
Paul Rand (1968)
the makers lounge : the creative idea
Tom Eckersley (1976)
Tom Eckersley (1983)
the makers lounge : the creative idea
Saul Bass (1959)
Saul Bass (1955)
The posters will be used to creatively advertise, promote and represent The Makers Lounge brand. Whether visualising a specific workshop, speaker or maker, each poster will follow the same specific house style, (taking inspiration from the likes of Paul Rand and Saul Bass) with variations of colour and image. Printed onto newsprint, the posters will be placed in the window of The Makers Lounge, as well as many public places/spaces where possible. With their strong visual reference and a striking colour palette, the posters will be used to attract Generation Z - as well as new custom and members to The Makers Lounge.
the makers lounge : the creative idea
the makers lounge : the creative idea
the makers lounge : the creative idea
LOCAL NEWSPAPER ADVERTISEMENTS Following a similar styling the posters, advertisements will be placed in local newspapers and publications. As a community based project – a core part of the brand’s manifesto – such advertisements will promote the brand, and the makers involved, through supporting imagery and copy. Incorporating the localised feel follows many blossoming trends of ‘buying local’ and supporting local businesses. With hardware giant IBM predicting that buying local will beat online in 5 years for example (research, IBM.com), although the brand will be considered a chain, each ‘lounge will hold its own specific community feel, depending on its location. With this in mind, each advertisement will be tailored to each location – where possible, with reference to specific locations, speakers, street names etc. Here, using Gloucestershire’s ‘Echo’, the advertisements have been placed in a mock-up. The advert on the front page will act like a wrap, visible on both the front and the back, acting as a double, full page spread. Inside, full-page adverts will be used throughout - in keeping with the key Makers Lounge style - with smaller filler adverts acting as visual reminders for the reader.
AMBIENT ADVERTISEMENTS Alongside traditional media formats, The Makers Lounge will use the methods of ambient advertising. As a successful and commonly creative communication tool, ambient advertisements effectively convey a message, often making the public respond differently to a place or thing. (Lum, 2012) Using various public places and objects to generate consumer to brand engagement, each advertisement will represent The Makers Lounge brand, and its key message. The aim is to promote not only the brand, but also the campaign of ‘make’ and ‘becoming a maker.’ Targeted at Generation Z - a generation characterised by their needs of imagery, interaction and hands on participation. (Generationz.com.au) – This method provides just this, by providing various avenues of consumer interaction and connection to the brand in reality and off screen. Image 1 shows a set of lift doors. With the doors closed, the text overlayed on top of the brain image, reads ‘take your ideas.’
When the lift doors open, inside reads ‘to the next level’ and the brand’s website URL. The play on words with ‘the next level’ being the levels in the lift, also works depending on which level the individual chooses - i.e. going to Level 10 meaning the ideas being taken to a higher level than those going to level 2 recreating a well known game-style level system. Image 2 shows a shop window. On the window, are vinyl outlines of frames, with text reading ‘This is what a maker looks like.’ By connecting to the human action of looking into a shop window to see your reflection, the frames will be used to represent a mirror. With this, individuals are encouraged to take a ‘selfie’ when looking at their reflection – another very humanised action – and share it to social media, under the hash tag #iamamaker. This not only creates interaction between the public and the brand, but also informs the public of The Makers Lounge and its personality.
the makers lounge : the creative idea
CASE: AMBIENT ADVERTISING - MINI Mini is at the forefront of guerrilla marketing. From commercials, to outdoor stunts, the car brand have shown no restraint in terms of creative freedom. With clever ideas and unique approaches, the brand has established a global name as the ambient advertising pioneers, promoting the company’s ‘cool’ personality as well as the car’s forms and functions. As part of the 2013 ‘mininotnormal’ campaign, the brand used digital billboards with professional spotters and camera to spot and engage with MINI drivers. With personalised messaging and rewards, the campaign promoted the ‘not normal’ connection a MINI driver has to their vehicle. This campaign follows many other globally successful advertisements, from yoyos and car size christmas packaging to vending machines.
the makers lounge : the creative idea
WEBSITE The site design will again reference the style and work of modernist designers such as Paul Rand and Saul Bass. Flat Design – coined the no. 1 website trend for 2014 (99designs.com)– combines simplicity, with bold colour, and easy navigation. With minimalism and negative space, the viewer’s attention is focussed to the correct information, as this absence of visual clutter generates promises a straightforward, user-friendly experience With this 2D graphical styling, the page can be displayed on a series of digital devices – perfect for a generation of mobile. In addition to this, a parallax scrolling style will be used to create movement to the site. Often combined with flat design, parallax generates an illusion of depth and distance to 2D web pages. This web style will be part of a fluent, consistent style between all promotion and branding material for The Makers Lounge. With this strong visual identity, the brand can be recognisable to the consumer at all times.
Site Drop (2014)
The brand website will be used as an online informational and promotion tool for The Makers Lounge brand. The site will contain relevant information needed for consumers, such as workshops, tutorials and speakers, plus opening hours, news and updates. As a predominately visual site, video and image content will be used to share information about the brand and its members. Such video content will allow members to follow ‘make’ tutorials online (via the tutorials link), and share them accordingly. This follows the success of ‘howto’ tutorials from sites such as YouTube, where millions of people go to learn how to make and mend from home. The home page of the site (right) will provide navigation to the maker profile, tutorials, courses and contact page. The images shown - presented as a slider – are clear representations of the brand’s promotional material showing visual consistency.
www.themakerslounge.co.uk
the makers lounge : the creative idea
The site will contain a ‘my profile’ section in which members can obtain a profile of themselves, with an image and supporting information such as their maker skills, specific location and examples of their work. This will be laid out like a conventional online profile. The profile will allow members to not only join sign up workshops for example, but also have the ability to post out information and comments to the sites message board. The site’s message board or ‘online communal’ area will allow members to connect together, sharing and posting ideas and messages about projects and ideas.
This ‘community’ element remains an important feature to brand and its connection to the consumer, Generation Z. With this, members can share projects, ideas and images through to social media sites including Facebook and Twitter, as well as online portfolio sites such as Behance. This creates a link between the brand site and popular sites that appeal to this ‘share’ generation Z. The brand itself will use Facebook, Twitter and Instagram as another tool to establish The Makers Lounge community. This will allow consumers to connect to the brand directly, as well as being up-to-date with content and information. Consumers will also be able to share images via the #iamamaker hash tag - linked with the brand’s ambient advertisements.
online sharing and mobile compatible. perfect for Gen Z.
The space will be available from 11-7 everyday, with the addition of specific workshops running into the late evening. On weekends, the space will be open from 10am-8pm depending on staff. With the addition of the website, consumers can learn from The Makers Lounge outside of site hours, using the sites message board and video content.
the makers lounge : the creative idea
The Makers Lounge itself will be set up as a workspace, full with work surfaces, computer systems, tools and a communal area. On entering the space, an information desk will supply all relevant details of The Makers Lounge brand plus supporting merchandise. Here, people can become members, and find out about specific workshops available at this particular site. From here, the workspace will be in full view.
the makers lounge : the creative idea
workshop style: Sope Studio, Cheltenham (own images)
BA FCP3 SCHOOL OF ART&DESIGN Declaration Form 2013/14 Module: Negotiated Project Stage 2 Module Leader: Matt Gill Ref. no: FASH30002 I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations on assessment contained in its handbook. signed ................................................................................................... date ....................................................................................................... WORD COUNT: 4,574 WORD COUNT WITH CASES/QUOTES: 6132
www.themakerslounge.co.uk