PROCESS BOOK BY CHRISTINE LABRADOR
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TABLE OF CONTENTS Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Brainstorming. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Audience / Personas. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Mood Board. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Tone & Keywords. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Brand / Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Type Family & Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Message & Drivers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Posters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Deliverable 1 Product: T-shirt and Reusable Totes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Deliverable 2 Service: Onlline Organic Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Deliverable 3 Visual System: Universal Recycling Codes. . . . . . . . . . . . . . . . . . . . . . . 27 Deliverables In-Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
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INTRODUCTION Organic Circle is a brand that captures the essence of organic and all natural, with both vintage and fresh, modern elements. The concept of an “organic circle” is for consumers to ultimately create demand for organic everyday products that are developed with natural ingredients as well as produce that is grown naturally and all can be safely returned to nature after consumption and at disposal. This increase in demand will then encourage businesses and manufacturers to meet the growth towards organic by implementing sustainable practices throughout each stage of a typical product’s life cycle, starting with product design, then pre-manufacturing, then manufacturing, then packaging and distribution, to use/ reuse/maintenance, and lastly, waste management. To achieve an “organic circle,” consumers are encouraged to: STEP 1 ASK for organic STEP 2 BUY organic STEP 3 RENEW organic—RECYCLE the right way and COMPOST
BRAINSTORMING In developing “Organic Circle,� I realized that I needed a simple, yet powerful brand that allows consumers to confidently make a positive change that impacts all living things. The brand name and message needed to be easy to understand and become a part of, and the message itself needed to be effective enough to encourage and shift the daily practices of both consumers and businesses.
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AUDIENCE / PERSONAS Initial supporters include influential supporters that are environmentally conscious and health conscious consumers, such as celebrities, parents of young children, and college students or graduates. This “circle” strongly believes that we, the people, have the ability to encourage a shift in consumer purchasing behavior that will lead to a shift in business sustainability practices. CELEBRITIES are influential by stature and can motivate the masses to ask for and buy organic, and renew organic by recycling and composting. PARENTS OF YOUNG CHILDREN generally provide the “best” things for their children, whether it be produce, clothing, or other products. Passionate parents can contribute to a shift in their community quickly and effectively. COLLEGE STUDENTS AND GRADUATES are often the best at making waves through social networks on campus, online, and in the community. Young leaders can encourage change that will affect the lives of many and the future.
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MOOD BOARD
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TONE To capture the essense of organic and all-natural with both vintage and fresh, modern elements. A bit of word whimsy to capture the audience keeps it approachable and playful while encouraging a serious shift in consumer buying behavior.
KEYWORDS FROM THE EARTH. Understanding “organic” in a quick and easy phrase brings light to the core of the brand and the message. COMMUNITY. A “circle” or group with like-minds that works like a team to encourage and support the actions of those within, and engages and influences others to be part of their community. FUTURE. Simply put, we create our future and the choices we make each day can dramatically affect the direction of our future and the future of others that follow.
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BRAND / LOGO My overall goal is to create a brand that captures the essence of organic and all natural, with both vintage and fresh, modern elements. I’m trying to pull together the idea of an “organic circle,� which ultimately is to create demand for organic products that are developed with natural ingredients and can be safely returned to nature after consumption and at disposal.
SKETCHES & COMPUTER ROUGHS
CI R CLE
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COLOR PALETTE
TYPE FAMILY Helvetica Neue 45 Light 65 Medium 75 BOLD 77 BOLD CONDENSED 85 HEAVY
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FINAL LOGO
MESSAGE & DRIVERS ASK for and BUY organic, all-natural products and see how easy it is to RECYCLE and COMPOST and send it right back to nature. To achieve an “organic circle,” consumers are encouraged to: STEP 1 ASK for organic STEP 2 BUY organic STEP 3 RENEW organic—RECYCLE the right way and COMPOST
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POSTERS YOU ASKED FOR IT! poster speaks to celebrities that are influential by stature and can motivate the masses to ask for and buy organic, as well as to recycle and compost. IT’LL LOOK GOOD ON YOU! poster speaks to parents with children that generally provide the “best” things for their children, whether it be produce, clothing or other products. Passionate parents can contribute to a shift in their community quickly and effectively. HEADS OR TAILS? poster speaks to college students and graduates that are often the best at making waves through social networks on campus, online, and in the community. Young leaders can encourage change that will affect the lives of many and the future.
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DELIVERABLE 1 PRODUCTS: T-SHIRTS AND REUSABLE TOTES
In the U.S., celebrities play an important role in creating demand and starting trends. The organic buzz is growing, but it needs another big push. A campaign with like-mind sponsors and supporters that can speak positively about the movement for organic and the environment, and participation in PSAs and proudly wearing organic t-shirts and using reusable totes with bold messages or taglines will encourage increased consumer demand for organic products, and ultimately “force� businesses to strategically meet the demand for organic, all-natural and sustainable products.
OVERVIEW The focus is on the logo and message which is critical in the ability to see this through. Without a strong visual logo and attention grabbing brand message, the t-shirt will just be a t-shirt and the reusable tote, just a reusable tote. The people using the product is another area of focus. The more influential, the greater the chances that the brand message is transmitted.
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DELIVERABLE 2 SERVICE: ONLINE ORGANIC GUIDE
An online organic guide to help environmentally conscious consumers quickly and easily find, add, and review businesses that only offer organic, all-natural, sustainable products and services by creating an online interface to support the consumer demand for organic products and services. I reviewed yelp.com and created a similar interface to support the consumer demand for organic products and services.
ABOUT
SEARCH RESULTS
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PROFILE FRIENDS
PROFILE REVIEWS
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DELIVERABLE 3 UNIVERSAL RECYCLING CODES FOR CONSUMERS
Universal recycling codes as simple yet highly communicative and effective illustrations will help consumers easily separate recyclable and compostable products, which in turn ensures waste management receives the accurate separation, and ultimately increases the production, use and composting of organic, all-natural products.
RESEARCH & SKETCHES Like stop signs, traffic lights, pedestrian crossing signs, and restroom signs around the world, the illustrations are simple yet highly communicative and effective. I studied the current US industry recycling codes and explored several illustrations to help consumers separate recyclable from compostable products.
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PAPER
PLASTIC
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ALUMINUM
GREEN WASTE
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Š 2014 Christine Labrador Academy of Art University GR 620 Visual Thinking, Spring 2014 All images in this book have been reproduced. Every effort has been made to identify owners of copyright for credit. I apologize for any inaccuracies that may have occurred and will resolve inaccurate or missing information in a subsequent reprinting of the book. BOOK DESIGNER Christine Labrador
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