Anna Magombe SVR

ARCADE ARTS: A Visual Research and Development Journal

ANNA MAGOMBE

THE BRIEF A practicing graphic designer creates and develops appropriate solutions for markets, users, environments and specific contexts, even those far outside their own realm of experience and knowledge.

This unit focuses on the exploration and development of a range of practical visual research methods useful to graphic design practice. These should be universal methods that can be applied whilst exploring and solving any communication design problem.

A group of 5 is formed. A dice is rolled to select project triggers from a list. Using our randomly selected project triggers, we worked with our ‘Problem-Based-Learning’ group to determine the exact nature and purpose of the ‘brief’. A blog is created to document our collaboration, http://svrpbl.tumblr.com.

CLIENT: CULTURAL ORGANISATION MESSAGE: APPRECIATE CULTURE TARGET AUDIENCE: 5-10 YEAR OLD SCHOOL CHILDREN

CONTENTS DISCOVERY

The design process can be described as or divided into a series of 5 steps – discover a problem, delve deeper into it, define your thinking and approach, develop ideas and prototypes and deliver proposals and outcomes. The stages do overlap, and some of the methods from earlier stages can be applied later in the design process.

4

Weeks 01 – 02: The trigger will allow you to investigate research methods that help designers discover design problems and opportunities for creative practice.

DELVING Weeks 03 – 04: The trigger will allow you to focus on research methods used to delve deeper into design problems to unearth possible routes and paths to follow.

DEFINITION

18 37

Weeks 05 – 06: In solving this problem you will look at methods and processes that help define ideas and thinking regarding design problems.

DEVELOPMENT

53

Weeks 07 – 08: These 2 weeks will provide a trigger that will allow you to look at the ways designers develop ideas into prototypes and proposals to answer design problems.

DELIVERY Weeks 09 – 10: The project for the final 2 weeks will enable you to look at how you can deliver ideas and proposals to stakeholders in more creative and successful ways.

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This document shows how graphic outcomes were reached by working in groups using Problem-Based-Learning. It also shows the exploration, both practically and theoretically, of a range of design research methods through a series of inter-related 2-week long mini-projects, each focusing on a supplied problem or trigger for 1 of the 5 different stages of the design process.

DISCOVERY finding a problem to solve

Consider All Factors (Kipling Method) “I have six honest serving men, they taught me all I knew.

I call them What and Where and When And How and Why and Who”

FACTS & INFORMATION With this thinking hat, you focus on the data available.

Look at the information you have, and see what you can learn from it. Look for gaps in your knowledge, and either try to fill them or take account of them.

Demographics/ Segmentation

WHO: 5-10 year old children

Psychographics

Gender Ethnicity Religious background Location

WHEN & WHERE Lifestyle Social class Activities and interests Attitudes and beliefs

‘When’ and ‘Where’ are factors that could be narrowed down when a brief is established.

It is generally easier to focus on a working on the brief and creating outcomes for a location and time that is near e.g. in London, in the present/very near future

Arts

music visual arts design dance performing arts broadcasting sports & recreation

What is culture? characteristics of a nation or period/era

Civilization

Teaching children about cultural diversity

behaviours and beliefs characteristic of a social/ ethnic/age group shared attitudes, values, goals, practices

Events/resources educating and exposing children to diverse cultures e.g. a festival/website promoting and exhibiting traditional dance, music, food etc.

Either representatives from different cultural groups combine forces to organise and inform event/resource OR Outcome is created by feedback and contributions from children themselves (user-centred design, easier on a smaller scale)

Encouraging children to appreciate their own cultural identity

Appreciating all cultures AND/OR Focus on one cultural group

Dominant Idea In most situations there is a dominant idea. In order to be creative one must find and escape from it.

To find out which cultural organisations already exist promoting the message ‘appreciate culture’ to 5-10 year old school children, I Googled ‘appreciate culture + children’ and explored the various results.

Ffotogallery

The results tended to fall into one of these categories: Encouraging children to appreciate diversity Encouraging children to appreciate their own culture/background Encouraging children to appreciate the Arts

I then looked at a few of the organisations in these categories to find out more about popular ideas of how to get this broad message across to the target audience.

Design Museum

Art for all – Boris Johnson champions role of visual arts in children's lives 12 JULY 2010

Children’s Art Day

Mayor joins Tracey Emin and Loyd Grossman in backing Children's Art Day

The Mayor of London is backing a national campaign to get children and young people interested and involved in the visual arts. The Mayor joins the likes of artist Tracey Emin, writer and broadcaster Loyd Grossman and Children's Laureate, illustrator Anthony Browne in urging youngsters to unleash their creative talents as this year's Children's Art Day begins.

Just a few events organised as part of Children’s Day 2010 in London: Happy Faces! - Museum of Croydon, Croydon Lewisham People’s Day - LB Lewisham, Hither Green Children’s Art Day Event at The William Morris Gallery - William Morris Gallery, London Drop-in Design: Fancy Fashion - Victoria & Albert Museum, London Lost Southwark - The Cuming Museum, London Tiny Tate - Tate Britain, London Balham Library Arts Club - Balham Library Arts Club, Wandsworth http://www.engage.org/projects/artworks.aspx

Catch a Vibe is an online magazine specifically focused on showcasing and providing information on black cultural events, arts and entertainment.

Black History Month is their headline for this month (October 2010). There is a page for youth events for BHM. Children’s Discovery Centre focuses on selling a service to schools. They do not target a specific demographic. They have a page promoting authors especially for BHM.

Just a few events organised as part of Black History Month 2010 in London:

Osun Arts can be booked for special occasions with a choice of services including creative workshops, visual arts, storytelling, dance and music.

Share your stories in pictures - South Norwood Library African-Caribbean storytelling - Peckham Library Black Youth Have Talent - St Martins Community Centre Creating short videos on black achievers - Downham Library Anansi Afternoon - Peckham Library

Looking for the PMI Plus - what you like about an idea, Minus - what you don’t like, Interesting - what you find interesting about it.

engage - Children’s Art Day

Catch a Vibe online magazine

Children’s Discovery Centre

Osun Arts

- Nationwide - Open and available to any demographic

- Targets and appeals to black people directly so marketing and promotion of events is at specific target market.

- Variety of cultural events are promoted

- Sell a service to schools so do not target specific demographic, although they are aware of cultural events e.g.

Black History Month so include these in their marketing strategy - Service directly works with children of all age groups and encourages them to appreciate books and storytelling - Offers book tours with authors and other literary artists

- Variety of african cultural, visual and performing arts workshops - Provision for people of all ages and different settings - Involves people from any background, not discriminative - Self-sustained

- Takes a lot of organisation, money, contacts etc.

- Relies on collaboration with many organisations and sponsors

- Targeted at black people primarily so may not directly encourage people of other backgrounds to appreciate the culture -Not specifically aimed at young people

- Narrow method of promoting cultural appreciation, although it could be effective - Charity organisation, relies on funding

- Not focused on one particular target

- Could be approached on a smaller scale (smaller organisations do participate in this event) but promotion and organisation would be very different on a local level

- There are similar online and printed magazines/newspapers that target specific culture/ethnicity, which are aimed at young people. However, many of the events that 5-10 year olds participate are probably organised by adults anyway

- Company needs to be aware of cultural events that could increase business, and adapt marketing to this - Suitable for literary festivals, and for secondary schools to invite primary schools as part of their Transition and Community outreach

- Flexible - Access to different artists/ performers/promoters etc.

Smaller organisations that participate in Children’s Art Day perform different functions and operate on different scales

- Based online - Does not organise activities/events, but does promote other organisations ones

Performances by authors, storytellers, poets and illustrators can be accompanied by music, live illustration, projection and theatre.

Option of additional creative writing, illustration or performance workshops

POSITIVE

MINUS

INTERESTING

Other Comments

Assessing the factors - Using PMI findings What kind of cultural organisation would be practical and interesting to work with?

After looking at the variety of organisations that fit to the brief, I realised I would have to narrow down the potential clients.

I did this by deciding on what kind of cultural organisation could benefit from design input and who I would be interested in working with. Some of the characteristics of an organisation I was looking for were those that: • Take art to children, introducing them to traditional arts and crafts and get them involved in making their own.

• Work closely in local communities to be able to effectively communicate with schools and youth organisations, and therefore have more of a benefit to the children who are its target audience.

• Are able to operate on a national level e.g. have branches in different localities, or have links with wider-reaching organisations.

• Employ expert individuals and organisations with knowledge of traditional arts and crafts of particular cultures.

Exploring variations and similar organisations

Museum in the school project from Fair Oak Junior School and Eastleigh Museum Pupils from Fair Oak Junior School present their museum in a school April 2010

Children Discovering Books Tour The Touring Programme of the Childrens Discovery Centre Performances for 4-12 and 13-16 year olds by children’s authors, storytellers, poets and illustrators.

Suitable for literary festivals and also for Secondary Schools to invite Primary Schools as part of their Transition and Community outreach. Each event has something extra, whether it is music, live illustration, projection, magic or theatre. Each performance offers one or two free additional optional creative writing, illustration or performance workshops. http://www.childrensdiscovery.org.uk/nationaltouring-programme/

http://www.culture24.org.uk/teachers/ideas+%26+resources/art77388

Exploring variations and similar organisations

Launched in 2000, this annual initiative has grown from 180 events in the UK to over 1500 worldwide.

The Campaign aims to use drawing to connect visitors with museum and gallery collections, urban and rural spaces – and the wider community – in new and enjoyable ways.

Photodocumentation Photographic documentation of my visit to the Big Draw Festival on Saturday 23rd October 2010.

a variety of child- (and adult-) friendly activities

a fun family day out which takes advantage of the spaces and attractions around the Thames

free sketchbooks to keep people drawing!

Photodocumentation Photographic documentation of my visit to the Big Draw Festival on Saturday 23rd October 2010.

•

Activities are creative and engaging but low-budget (art materials are sponsored by Daler-Rowney and Cass Art

•

People are encouraged to organise many themed and inspirational events through awards and cash prizes.

Resources, planning advice and publicity material is available online

•

Visitors can continue creative activities and drawing with freebies, and encouragement by enthusiasm of organisers and staff!

experts on hand to give tips and encourage participation

activities engage a range of skill levels

workshops are ongoing some tour the country!

Exploring variations and similar organisations

Osun Arts aims to bring children and all other people in Britain and throughout the world closer to African arts and culture; giving them the opportunity to use and inter-act with ceremonial art forms.

African Life Project To commemorate Black History Month (2004), AHEC sought to employ informal education methods and extra curricular activities, not only to help African children and young people to build their self-esteem and confidence through the celebration of their identity, but also to foster cross-cultural understanding and interethnic harmony in the predominantly diverse cultural environment prevalent in our schools and neighbourhoods.

Looking for the PMI Plus - what you like about an idea, Minus - what you don’t like, Interesting - what you find interesting about it.

POSITIVE

fair oak jr school museum

the big draw 2010

african life project (ahec)

arcade arts

- Successful collaboration with local museum - museum staff visited the school and shared artefacts for exhibition - Children encouraged, to find, collect, create and share their own interesting objects - Open to parents of pupils at the school

- Worldwide event, many events in different areas - Open to everyone, connects people to their community and local area, and to museums and galleries - Heavily sponsored, many free events for the public - Support and resources available for people/organisations/schools that want to organise Big Draw events

- Celebration of cultural identity, and enables cross-cultural understanding - Utilised to assist in resolving culture and diversity issues in Waltham Forest area - Informal educational methods - Adinkra printing workshops teach young people about african history and storytelling tradition, graphics and printing, and nonverbal communication - Run by the African Heritage and Education Centre with support from professionals in the community

- Aims to foster multiculturalism and inclusivity - Sharing traditional arts of tribal african cultures (sculptures, masks, artefacts etc) by allowing children to touch and investigate the objects, and participate in drawing workshops

MINUS

- One-off event - Depends on the type and availability of museums in the area

INTERESTING

- Can encourage exploration of various creative techniques to make objects for the in-school museum

Other Comments

Campaign for Museums (Culture24) advises on organising museums in schools

- Seems to be run by one person at the moment, and entire concept relies on her expertise and experience in the field - Was an outcome of a Diversity and Culture conference dealing with issues in the Waltham Forest area, but is applicable to other areas. Project was run in many schools

SO FAR...

I like the idea behind the African Life Project, and Arcade Arts - introducing traditional african arts and historical artefacts to children in schools, and getting them involved in related creative activites. This encourages and embraces multiculturalism and diversity, and gives children the opportunity to learn about african cultures and participate in traditional arts and crafts.

DELVING DIGGING DEEPER INTO DISCOVERIES

Alternatives, Possibilities, Choices Further explorations of organisations.

ARCADE ARTS Concept and objectives • • •

To foster a sense of multiculturalism and inclusivity in the children visited To show that the beliefs and lives of other peoples are not that dissimilar to our own For children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts

SCOPE Monika Wengraf-Hewitt has been involved with Tribal Art for more than 45 years and visiting schools since 1991. She has a varied collection of authentic traditional sculptures, masks and artefacts all of museum quality, which the children are allowed with supervision to touch and even wear some of the masks.

Her visit takes the form of a talk about the objects, their use and the tribal customs connected to them. The children then take part in drawing workshops, when they can examine the artefacts from close proximity. The act of drawing helps children to both remember objects and investigate their responses to them.

Alternatives, Possibilities, Choices Further explorations of organisations.

AFRICAN LIFE PROJECT THE CONCEPT AND OBJECTIVES

SCOPE

To commemorate the Black History Month, the Management Committee, staff and volunteers, the young members of the Club and other stakeholders held a series of meetings to deliberate on what contribution the African Children’s Club could make to mark the occasion. It was during these interactions that the “African Life Project” was conceptualised.

The African Children’s Club draws its membership mostly from the London boroughs of Waltham Forest and Newham. It was therefore decided to focus on schools and libraries in those areas. Following the receipt of enthusiastic responses, about twenty schools were involved in the project. Children expressed delight at and support for the suggestion that the African Children’s Club might put up a permanent African Cultural Centre where they can go after school and engage in some of the activities they had experienced, rather briefly, during the workshops. Other participants also used the opportunity to appeal to funding organisations to come to the support of such visionary organisations as the African Children’s Club.

The need to educate both Africans and non-Africans in the UK about some aspects of the rich African culture was identified as an essential tool: • • • • • •

To make African Children proud of their rich cultural heritage To boost the self-esteem and confidence of African children for a smoother integration in a multi-racial environment To create awareness and understanding of some African cultural practices to both Africans and non-Africans in the target area, To encourage inter-ethnic tolerance both in schools and in the communities within the target area To share ideas and identify the best practice in teaching culture as part of the National Curriculum, To acknowledge and celebrate the richness of the diverse cultures within schools and the local communities

THE PROJECT The project was made up of a series of workshops mainly held in schools, and a conference held at the Epicentre. Workshops included: “Adinkra” Printing, Naming Ceremonies and Meanings of Names and Story Telling. The ‘Diversity and Culture’ conference was aimed at providing a platform for professionals working in the fields of Education, Health, Youth, Social Services, and members of the BME communities in Waltham Forest, to examine and share ideas on best practice in service delivery on culture and diversity issues.

Evaluation Swapping briefs with the group - analysing and giving feedback on each others’ work.

positive • • • •

there seems to be no similar events happening soon in southwark there have been similar events in several boroughs of south london southwark arts forum provides a platform for networking and increasing the impact of arts on the community s.a.f. provides sponsorship and support for local arts

minus • • •

organising an arts festival would still require a lot of networking fundraising and additional sponsorship will still be required marketing and promotion will have to be considered to encourage parents to bring their children, and find ways to get children involved

interesting •

it will be necessary to research other similar events to find out how they promoted their festivals. You may have to use different methods of advertising e.g. posters, internet, flyers etc targeting the local community, in a way that encourages multiculturalism and celebration of diversity but still have a focus on being a fun day out for kids

Evaluation Swapping briefs with the group - analysing and giving feedback on each others’ work.

who By swapping our projects, we were able to understand each others’ projects better, and with the advice we gave each other we could also find ways of developing or own work.

I analysed Erwin’s brief and Julie did mine (next page).

what when where why how

is going to be involved in the festival organisation? is the target - the children, their parents, their schools...? can the organisation work in partenership with?

is the cost of running the festival? promotion, marketing and fundraising has already been done? can be done to improve the promotion, market and fundraising for the event? kind of people/demographic are likely to attend? can be done to appeal to this demographic? kinds of activities would be available at this festival?

is the best time to run the event? should the organisation start promoting it? have similar events taken place? would be a bad time to run the event?

would be the best place to have the festival? have similar events taken place? would be the best place to find contributers/participants/sponsors?

would this benefit the community? would people want to get involved? is this important? do you want to be involved in this event?

successful have similar events been? have similar events been promoted? can you get more people involved? does this event meet the needs of the community? can this event be beneficial to people in the long run? can you make the most out of this event?

MORE DELVING...

Marketing to children (and their parents) Researching marketing styles and strategies for the target audience.

‘Market Smart: The Best in Age and Lifestyle Specific Design’

by Daniel Acuff, David Bonner, Jim Gilmartin, Dave Siegel

Marketing to children (and their parents) Researching marketing styles and strategies for the target audience.

• Children recognise established brands, ask their parents for them and spend their own money on them • Children often have a say in what their parents buy • Younger children process information in a more visual, less verbal and logical way • Humour and excitement is important when marketing to children

Marketing to children (but mostly their teachers) Researching marketing styles and strategies for the target audience.

ARCADE ARTS PROMOTIONAL BOOKLET

WEBSITE

BLOG

Marketing to children (but mostly their teachers) Researching marketing styles and strategies for the target audience.

AFRICAN HERITAGE AND EDUCATION CENTRE WEBSITE

Alternatives, Possibilities, Choices Further explorations of organisations.

EXAMPLE OF SUCCESSFUL PROMOTION OF WORKSHOPS FOR CHILDREN:

OKIDO HALF-TERM WORKSHOPS

This stage in the research has raised more questions.

The next stage will attempt to answer these questions.

• • • • • • • • •

How are the organisations’ aims & objectives similar/different?

How ‘effective’/‘successful’ are they?

What has led to them starting up, and how has this affected the way they work or how successful they are in their aims?

How do they currently promote themselves or market their services?

What potential ‘problems’ might be associated with the way each organisation conveys it’s message and fulfills it’s aims?

Can these ‘problems’ be resolved or aided through visual communication methods? How? What can these organisations learn from each other?

Which other organisations successfully market their product/service/message to schools?

How can the organisations you are targeting improve their marketing techniques?

DEFINING CHOOSING A DESIGN PATH

THE BRIEF I have chosen Arcade Arts as the company to focus on as they fit the criteria for the kind of organisation I would like to work on (taking art to children and involving them in making their own, working closely in local communities, able to operate on a national level or have links with wider-reaching organisations, employing expert individuals and organisations with knowledge of traditional arts and crafts of particular cultures) and the potential of using design to increase the impact of their organisation.

How can arcade arts help children to continue to learn about culture beyond the workshops they provide?

The website

The service

Can learning be encouraged through website features?

The service is very specialised. Can it be expanded?

The target audience

The brand

Can their marketing be extended to parents and children?

Would this be useful to the company?

How can the brand be made more appealing to the schools they want to target, and more engaging to the children they want to educate?

Image analysis Visual audits of websites - how are similar organisations using the internet to appeal to their audiences?

AFRICAN LIFE PROJECT (AHEC)

ARCADE ARTS

FAIR OAK JR SCHOOL MUSEUM N.B. This was a project at a school, mentioned in a news article on www.culture24.org.uk

LOGO WEBSITE COLOURS TYPOGRAPHY

Sans serif fonts

Sans serif for body text, ‘classy’ rounded sans serif for headings

Consistent use of sans serifs for headings and body text. Clear hierarchy.

ILLUSTRATION STYLE

STYLE OF OTHER IMAGES

OTHER WEBSITE FEATURES

GENERAL STYLE

Informational pages about Engage and what they do: publications, resources, event info.

Pages include an ‘about’ section, gallery, feedback, FAQs, a link to an empty blog (!) and a brochure, and contact/price info page.

Lots of images, links and information about cultural events and goings-on e.g places to go, arts, heritage. There is also a teachers section. with ideas and resources. Engaging and informative.

Minimal and clear with colour palette representative of afro-caribbean colours.

Basic layout, predominantly text with relevant supporting photography.

Very simple and clear in layout and minimal use of dark hues to differentiate text.

Website clean but not particularly exciting or inviting.

Typical online news article style - use of various sizes, weights and italics for same font to create clear hierarchy. Half the page filled with adverts and links to cultural events, news and features.

http://okido.co.uk/games.php

http://okido.co.uk/blog.php Functional blog with professional photography, illustration, animated features

Image analysis Visual audits of websites - how are similar organisations using the internet to appeal to their audiences?

ENGAGE - CHILDREN’S ART DAY

THE BIG DRAW 2010

OKIDO

LOGO WEBSITE COLOURS TYPOGRAPHY

Arial (headers and body text)

Sans serif for body text, Seriffed headers and subheaders

Arial used for most text, other rounded friendly sans serifs used in images

ILLUSTRATION STYLE

STYLE OF OTHER IMAGES

OTHER WEBSITE FEATURES

GENERAL STYLE

Informational pages about Engage and what they do: publications, resources, event info.

Info about the Big Draw and events, Power Drawing, resources and information about organising drawing events and participation

Information about Okido magazine stockists, contributors etc. Blog, variety of children’s online games

Simplistic website. Unexciting yet informative, simple and consistent. More text than images. Limited colour and font use. Very adult-focused.

Colour palette has earthy feel, creating interest and variety in minimal use. Sketchy style of elements adds fun and inspiration to an adult, informative website.

Colourful with friendly rounded shapes and cute illustrations. Demonstrates style of magazine (child-targeted), but is very informative about the magazine and company for adults (who will buy).

http://www.teachingdrums.com/ School%20Activities.htm ‘TEACHING DRUMS’ African Activities for Schools (Examples from the website - a lot of resources found on this site)

Details o

f African

Resourc e Box Hir e T he c os t of hire is £100 fo two wee r one we ks ek hire a resource hire. For further nd £150 informati box plea for on or to se email hire the o r phone (01236 8 23869).

ulous st-pop of o m d O secon which is 6% a. t and ATION s M e g R km ² r d ar e O I NF ond-la 30.2 million he total lan f the c e s of t rld's %o er s the wo sia. It cov and 20.4% bout 14.72 ntries, is a a ic A a , ou r Afr ry t, af te sur face are ely 1 billion up of 54 c n e count in t t d l e a n a d t c on a la im o t x a is m r th's t main ppro . T he the Ea ulation is a lation. Afric the smalles nd countr y or th, p la u d o st is t he n The p human pop Sudan an smalle ean Sea to Peninsula e is h 's t y r ld t r is n n wo es ou r ra inai gest c e Seychell the Medite long the S and the r la e h th by aa st, bia. T n de d uthea ed Se is Gam nt is surrou and the R n to the so a e al contin Suez Can Indian Oce e e h t h ast, t both st. nor the to the we e h t n o t a ic Oce Atlant ICA N AFR

http://www.abantuarts.com/ sound-and-vision/ Videos, newsletters. adverts

Image analysis Visual audits of websites - how are similar organisations using the internet to appeal to their audiences?

TEACHING DRUMS WORKSHOPS

AFRICA EXPERIENCE

ABANTU ARTS

LOGO

WEBSITE COLOURS

TYPOGRAPHY

Sans serif fonts

Sans serif fonts

Sans serifs, handwriting style fonts

ILLUSTRATION STYLE

STYLE OF OTHER IMAGES

OTHER WEBSITE FEATURES

GENERAL STYLE

A lot of information about variety of workshops e.g. music and arts. Pages containing activities and resources for schools. Gallery, links, contacts etc.

Info on workshops, resources for sale and hire, links, and feedback from users.

Information about services and events with easy to navigate, considered layout, hierarchy and link system. More interactive feel with videos and photo slideshow. Well placed testimonials.

A lot of colours, photographs, and text.

A lot of visual and textual information.

All of it can be useful but may be an overload of info.

Simple, informative, and to the point. Sells services effectively with limited pages promoting services and resources.

Professional (classy web design, professional photography, well considered navigation), informative and interactive, adult-targeted.

Comparing marketing strategies Venn diagram showing main target audience of online marketing through analysis of websites including content, use of imagery, text, layout and main features of websites.

Workshops attempting to draw attention of parents tend to give a taste of the creativity and fun that may be involved in the events by using a wider variety of colour and imagery.

Art events that have a broad target range show some elements of this whilst maintaining a professional appearance.

Organisations selling services to schools or other organisations/individuals have a more corporate look - minimal, clear and informative.

school-appeal child-appeal parent-appeal

SO HOW CAN ARCADE ARTS UPDATE THEIR IMAGE?

Asking and listening Interview with Monika Wengraf-Hewitt (owner of Arcade Arts) on the 18th November 2010.

• How and why did you start up this organisation?

• Do you have many people working with you, or do you rely on your own expertise in this field?

• In what ways do you currently promote your organisation? e.g. internet, posters, flyers, word of mouth etc. Who is the target audience for each method of advertising? e.g schools, teachers, parents, children...

• What have you found to be the most effective method of advertising and promotion for your company?

• Do you employ a designer or marketing professional to help with marketing Arcade Arts, or done so in the past?

If so, has it made a difference to your business? If not, do you think it would be beneficial to your business?

• Do you collaborate with any schools/organisations/ individuals? What are the good and bad points of this?

Monika runs Arcade Arts in partnership with her brother. She takes traditional African Art pieces from her own collection to schools where she explains the history and meanings of the artefacts, and gets children to handle and draw the pieces to gain familiarity with them and remember them better. She now only visits schools in London, whilst her brother helps by covering schools outside the London area.

Aims and Goals of Arcade Arts If the government or other organisation could provide funding to pay for Arcade Arts to run, schools could have access to the service knowing that they wouldn't have to pay for each session. At the moment, it is a matter of luck since some schools see education about African Arts as important and are willing to allocate money to pay for Arcade Arts to come in, some schools are inconsistent in requiring these kinds of sessions and others don't see it as a priority at all. Monika has previously approached the Arts Council, a charity organisation and LEAs but found it difficult to convince them to provide funding. Expanding the business is not an option, as it is difficult to find people with the level of knowledge and experience necessary in order to be trained to do the same job that she takes great pride in being able to provide to a high level. Monika would like to be able to work with the schools doing frequent small class workshops and different age groups (particularly primary schools) rather than having to do workshops with big groups where there is less listening and learning taking place.

“That's part of their history, that's all that is left. It's so important to gather what one can because it's virtually gone. If they hadn't passed the stories down, it'd be gone and there is no written history, except by outsiders.�

“I feel that somebody holding a piece of paper in their hands and seeing it and having a solid thing that they can either put in their pocket or put on their wall is much better than an email, which can frequently be deleted by whoever gets it before they've even looked at it.�

Current promotion of Arcade Arts

Current provision of resources

There is the website, www.arcade-arts.com, which was created for Monika and which both her and her brother use. Monika has always sent out brochures. A PDF of the brochure is also available on the website. On the advice of a friend, they previously tried doing two mailshots by email to see if this would increase business but it was not very successful. Monika feels strongly that a piece of paper that can be held, looked at and held on to is a much more effective method of promotion. She always sends the brochures to the Headteachers of schools as they make major decisions about where money should be allocated, and having a theme of study would involve some funding and timetable changes. Monika has worked with a few schools regularly for more than 15 years, but gets new business mostly by sending out brochures or contacts through the website.

Monika's brother now provides a disk with that she thinks has all the objects on with a synopsis of them, but she thinks that providing these things may lead to people thinking it's not necessary for her to come in and talk about the objects herself. She suggested the possibility of providing resources online but it's not something Monika is concerned with doing, calling it 'a certain amount of laziness' on her part. Monika's greatest resource is her extensive knowledge and obvious passion for the arts, which is why schools ask her to come back year after year.

Her experience has shown that children remember her workshops, and do benefit from them. Monika believes that handling and drawing the pieces is important for this, and has extended workshops by using different media such as charcoal drawing and collaging. She also thinks that the children writing about what they have learnt could be beneficial.

Asking and listening Findings from the interview in relation to possible visual outcomes.

The website

The service

The website is simple and clear, and the textual content supports the quality of the service. However, the visual appearance of the website is not that enticing, exciting or engaging for the viewer. The website needs to maintain a professionalism that will appeal to the clients, but more importantly has to reflect the enthusiasm and excitement for African Arts, which Arcade Arts hopes to share with children.

The service is specialised simply because the business is based on Monika’s expertise in the field of African Arts. The business is not likely to expand, and the company is known for the service it provides. Any changes made would have to be additional to the service, and would need to be easy and cheap for Arcade Arts to provide.

The target audience

The brand

The target audience for promotional material are the clients – headteachers of schools. However, the aim of the company is to allow children to gain a familiarity with African art, explore, enjoy and connect with it. Therefore children are the target audience in terms of the service provided and continuous message that is to be conveyed.

The logo and typography should have a professional yet accessible feel, that attract clients and can be recognisable by parents and children for future reference. Company colours should be friendly and relevant to the message, and compatible with the possibility of childfriendly website content and printed resources.

POSSIBLE OUTCOMES

PLAN OF ACTION

REBRAND

1. Attract clients to the website and get them

interested in the service.

2. Attract children to the website and make them want to stay and learn.

• Logo • Brand Guidelines including colour usage • Typography for online and printed material

PRINTED RESOURCES • Brochure to send to headteachers of schools • Colouring-in/activity book for children

WEBSITE MAKEOVER • Separate area for clients (company info, testimonials etc.) and for children. Colour schemes/choice of typography may reflect this.

• Images of African art pieces (limited) with synopsis (brief history and geographic origin) • Interactive element – post your pics/videos related to traditional African arts and crafts/ games, puzzles or quizzes

Creating an image for the company that reflects the service, professionalism, and enthusiasm for African Arts that characterises Arcade Arts What other companies reflect professionalism, accessibility, and a flavour of Africa through their logo?

Making the website appealing and accessible to children as well as clients What are the most popular websites for children?

What features do these websites have?

What do the logos of these companies look like?

DEVELOPING creating and testing prototypes

Exploring variations and similar organisations

http://www.africandigitalart.com/2009/09/30african-logos/ Colours associated with African organisations tend to be earthy, warm, natural colours with reds, oranges and browns appearing frequently.

Exploring variations and similar organisations

Colours associated with organisations for children’s entertainment tend to be primary colours. Logos are bright, with some outlined in black. There is also heavy gender sterotyped colour usage, although most of the popular websites are gender neutral.

Colour and texture http://www.brandingstrategyinsider.com/branding_and_colors/ (Based on western cultural colour associations)

blue symbolises trust, reliability, belonging,coolness.

Blue is the most calming of the primary colors, followed closely by a lighter red. red symbolises excitement, strength, sex, passion, speed, danger.

Yellow evokes cheerfulness, warmth and happiness.

Houses with yellow trim or flower gardens sell faster. orange reflects playfulness, warmth and vibrancy. children prefer primary colours. Young children prefer these colors and respond more positively than they do to to pastels or muted blends. White is typically associated with cool, clean and fresh. white is also related to purity and youthfulness. black suggests sophistication, elegance, seduction and mystery. purple symbolises royalty, spirituality and diginity whereas pink connotes softness, sweetness, nurturing and security. green is related to nature, freshness, growth and abundance.

Image analysis Looking at African artforms in relation to modern art and culture.

Monika (Arcade Arts) emphasised that what she wanted to achieve was to help people become familiar with African artforms and realise that it is not only a part of the history of the world, but a relevant and influential force within modern art and culture.

Clockwise from left: Santana album ‘Shaman’, 2002; Darth Vader mask designed by Ralph McQuarrie, 1970s; Les Demoiselles d'Avignon by Pablo Picasso, 1907; Woman’s Head

by Amedeo Modigliani, 1912; Klingon appearance designed 1960s

Exploring variations and similar organisations

By combining clean and simple typography with African inspired, modern and attractive colour pallete and patterns, a professional look can be achieved that reflects the company’s aims and is appealing to a wider audience. The website for Southbank Centre’s Children’s Zone is used as an example as it uses some similar ideas.

Complementary colours helps text to stand out

Some illustration used, but limited use of imagery and lots of textual content suggests older target audience

Simple pattern adds interest to text

Differentiated type and size of text easily navigates children to relevant areas

Colour and texture Surveys to find out opinions on African-inspired colour pallettes.

I created colour palettes that combine secondary colours with browns, and some with brighter colours to give the earthy feel that was seen in the Africainspired logos. I wanted to test a mixture that I thought may work for a corporate website, and for a children’s website.

I asked people which colour palette they found most attractive, most ugly, and which they would associate with a children’s entertainment website and an educational service website. This could give me an idea of which colour combinations to use for the branding and website design.

1

2

3

4

5

6

7

8

9

10

11

12

VOTED THE MOST UGLY

CONSIDERED MOST LIKELY TO BE USED FOR A CHILDREN’S ENTERTAINMENT WEBSITE

VOTED THE FAVOURITES

CONSIDERED MOST LIKELY TO BE USED FOR AN EDUCATIONAL SERVICE WEBSITE

Colour and texture Results of surveys to find out opinions on African-inspired colour pallettes.

Here are some comments that explain the choices for someof the palettes. The strongest, most contrasting ones were least popular. Light blue was favoured about the greens. Combinations of colours selected as those that might be used for a children’s website were also considered the favourites aesthetically.

THE FAVOURITE: “I really like the brownish orange, although it does tend to dominate the other two colours (for that reason I also like 12).”

THE MOST UGLY: “Bright red and two types of green don't work for me, too much seperation.”

CHILDREN’S ENTERTAINMENT WEBSITE: “Obvious colour variety, kids like that.”

EDUCATIONAL SERVICE WEBSITE: “Subtle.”

Geert Schless, Artist and Art Teacher

I have chosen this colour palette based on the votes. It was chosen as a favourite more often than the others, and was seen as likely to be associated with both a children’s educational website and and educational service website. The colours are neutral, friendly and relaxing.

For more of an edge, a stronger variation of the palette (possibly the one voted most likely associated with a children’s website) may be used for children’s materials.

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Colour and texture Results of surveys to find out opinions on African-inspired colour pallettes.

A pattern could bring an element of the handcrafted and the feeling of African Art to a formal logo.

I looked at patterns from traditional African pieces from Monika’s personal collection to give authenticity to the choice of pattern.

ARCADE ARTS

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ARCADE ARTS

ARCADE ARTS

ARCADE ARTS

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ARCADE ARTS

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ARCADE ARTS

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LOGOTYPE: EXISTENCE UNICASE LIGHT

ARCADE ARTS

Web headers and buttons (main site): Existence Light

ARCADE ARTS

Website body text (main site): Verdana

ARCADE ARTS

Website body text (children’s site): Gill Sans

Print Titles and Headers (brochure): Edelsans Regular

Print Body Text (brochure): Mank Sans I wanted to design a logo that had a traditional yet uncomplicated look, that fits in with the African theme and works in black and white as well as colour.

After experimenting with different typefaces and images for the logo, I also worked out which fonts would compliment the logo, and image of the company. My choices for typography were also based on what would be most legible and practical to use in web design, and my own research into typographic design for children.

Print Text (children’s booklet): Helvetica Rounded Bold

Marketing to children Looking at the features of websites that appeal to children.

Nielsen Online (2008) • Fashion community site Stardoll has the highest percentage (32%) of children under 12 years old amongst its audience – making it the site with the greatest affinity with that age group

• Entertainment sites - including Nick, Cartoon Network, the BBC’s CBBC and CBeebies and Disney International dominate the sites with the greatest affinity with children under 12

Websites with the greatest percentage of under 12 audience Rank

Website

% of UK Unique Audience Under 12

UK Unique Audience Under 12 (000s)

Category

1

Stardoll

32%

108

Targeted Portals & Communities

2

Club Penguin

29%

196

Kids, Games, Toys

3

Nick

25%

76

Kids, Games, Toys

4

LEGO

25%

98

Kids, Games, Toys

5

Cartoon Network

24%

107

Kids, Games, Toys

6

BBC CBBC

24%

318

Kids, Games, Toys

7

BBC CBeebies

20%

293

Kids, Games, Toys

8

Disney International

19%

146

Multi-category Entertainment

9

RuneScape

16%

87

Online Games

MiniClip

15%

239

Online Games

10

The BAFTA Kids’ Vote 2009 In the 2009 BAFTA Kids’ Vote, children cast over 425,000 votes for their favourite Film, TV Show, Video Game and Website. http://www.bafta.org/awards/childrens/ bafta-kids-vote,149,BA.html

Website Category * WINNER: Club Penguin * CBBC * Cartoon Network * Disney Channel * Doctor Who

* GirlsGoGames * Mindjolt Games * Moshi Monsters * Neopets * Nick UK

The BAFTA Kid’s Vote 2010 Web Category Nominations * Cartoon Network * CBBC * Club Penguin * Disney.co.uk * GirlsGoGames

* LEGO * Miniclip * Moshi Monsters * Nick.co.uk * Stardoll

Internet marketing to children What are the features that can be found on children’s websites?

COMMERCIAL METHODS OF INVOLVING CHILDREN:

The creation of virtual environments that make kids feel as if they are entering an actual place.

Friendly, cartoon "spokescharacters" that encourage kids to identify with with products and companies.

http://www.media-awareness.ca/english/resources/educational/ handouts/internet/tv_versus_internet.cfm The Internet engages children interactively, allowing them to react to the content provided by the marketer and participate in online environments.

Interactive games and activities like colouring pages, crossword puzzles and word searches featuring brand-name products and their spokescharacters.

Downloadable screensavers featuring products and spokescharacters, or email "postcards" that can be sent to other kids via the commercial website.

Clubs that kids can join and contests they can enter to win prizes.

On the Internet, companies can build entire online environments to create associations with their own products, to establish their brand, and to collect information about their present and future customers.

Internet marketing is so blended into the content of a website that the lines are blurred between advertising, entertainment and information.

Website usability

Children’s Websites: Usability Issues in Designing for Kids http://www.useit.com/alertbox/children.html Age-Appropriate Design The biggest finding in both the new and old research is the need to target very narrow age groups when designing for children. young users reacted negatively to content designed for kids that were even one school grade below or above their own level. by understanding what attracts children’s attention, you can “bury” the links to service content for parents in places that kids are unlikely to click. Textonly footers worked well for this purpose.

Children

Adults

Goal in visiting websites

Entertainment

Getting things done, communication/community

First reactions

Quick to judge site (and to leave if no good)

Quick to judge site (and leave if no good)

Willingness to wait

Want instant gratification

Limited patience

Following UI (user interface) conventions

Preferred

Preferred

User control

Preferred

Preferred

Exploratory behaviour

Like to try many options, minesweeping the screen

Stick to main path

Multiple/redundant navigation

Very confusing

Slightly confusing

Back button

Not used (young kids) Relied on (older kids)

Relied on

Reading

Not at all (youngest kids) Tentative (young kids) Scanning (older kids)

Scanning

Readability level

Each user’s grade level

8th-10th grade text for broad consumer audiences

Real-life metaphors e.g. spatial navigation

Very helpful for pre-readers

Often distracting or clunky for online UI

Font size

14 point (young kids)≠≠ 12 point (older kids)

10 point (up to 14 point for senior)

Physical limitations

Slow typists Poor mouse control

None (unless disabled)

Scrolling

Avoid (young kids) Some (older kids)

Some

Animation and sound

Liked

Usually disliked

Advertising and promotions

Can’t distinguish from real content

Ads avoided (banner blindness)

Disclosing private info

Usually aware of issues: hesitant to enter info

Often recklessly willing to give out personal info

Age-targeted design

Crucial, with very fine-grained distinctions between age groups

Unimportant for most sites (except to accomodate seniors)

Search

Bigger reliance on bookmarks than search, but older kids do search

Main entry point to the web

ARCADE ARTS

About us

Gallery

Contact

FAQs

See what people say about us

ARCADE ARTS See what people say about us

OUR PURPOSE Taking Art to Children • I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

download our new brochure

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

What Arcade Arts Does

KIDZ ZONE

Arcade Arts © Monika Wengraf-Hewitt

download our new brochure

KIDZ ZONE

download our new brochure

ARCADE BLOG Gallery

Highgate Primary, London N6

“Your collection is wonderful and was the perfect way of helping children to understand and appreciate African art.”

St James’ and St Michael’s CE Primary School, London W2

Daniel, aged 14

Loseley Fields Primary School, Godalming Surrey

“After the visit we used the observational drawings to develop a wide range of high quality art work; including paintings, patterns for printing, pottery models and ‘mod roc’ masks” Chris McAdams, Loseley Primary, Surrey

Laura, aged 8

I saw the value and beauty of the art”

Gallery

See what people say about us

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

FAQs

Contact

Contact

KIDZ ZONE

Arcade Arts © Monika Wengraf-Hewitt

download our new brochure

KIDZ ZONE

See Hear Feel Share

Resources

FAQs

Semira, aged 7

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS About

About

TESTIMONIALS

“Drawing the artifacts really made my day africa@arcade-arts.com ....

Arcade Arts © Monika Wengraf-Hewitt email:

objects, their use and the tribal customs

See what people say about us

Contact

“I really enjoyed it when we were allowed to touch and try on the wonderful objects”

telephone: 020 8874 2982 or My020 visit8265 takes2564 the form of a talk about the

ARCADE ARTS

FAQs

“We very much enjoyed you bringing in the African artifacts. Looking, wearing and drawing the artifacts was very interesting.”

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum quality, which the children are allowed with supervision to touch and even wear some of the masks. email: africa@arcade-arts.com

Gallery

“Thank you for coming to our school and sharing your beatuiful models. And for sharing your joy.”

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

About us

KIDZ ZONE

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS

Taking Art to Children

African Tribal Sculpture

Z KI D E N ZO

ASSEMBLIES AND DRAWING WORKSHOPS

t! make i S MASK

ARCADE ARTS uncle explain s AFRIC A

e ut t h o k c C he more r o f ! it e we bs dve nture s la t riba

”It was a wonderful opportunity for the children to actually handle and draw objects that they would normally only see in museum cabinets.”

Chris McAdam, Losely Primary School, Surrey

www.arcade–arts.com Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

Colour and texture Taking inspiration for colour combinations from modern Africaninspired design to use for branding and website design.

Clockwise from top left: Wall hanging from Zanzibar; Acrylic painting, JoFo (2010); Wawa Aba football (2008 African Cup of Nations, Ghana); Zulu and Xhosa beadwork; Dresses by Tina Kalivas at LMFF (2010)

ARCADE ARTS

See what people say about us

download our new brochure

ARCADE ARTS

See what people say about us

download our new brochure

About

About

OUR PURPOSE

Gallery

Gallery

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

What Arcade Arts Does

KIDZ ZONE

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

FAQs Contact

KIDZ ZONE

download our new brochure

“Your collection is wonderful and was the perfect way of helping children to understand and appreciate African art.”

ARCADE BLOG

Gallery

KIDZ ZONE

“After the visit we used the observational drawings to develop a wide range of high quality art work; including paintings, patterns for printing, pottery models and ‘mod roc’ masks”

Laura, aged 8

I saw the value and beauty of the art”

Resources FAQs

Contact

Contact

download our new brochure

KIDZ ZONE

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

See Hear Feel Share

telephone: 020 8874 2982 or 020 8265 2564

See what people say about us

download our new brochure

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

ARCADE ARTS

See what people say about us

download our new brochure

OUR PURPOSE

Gallery

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

What Arcade Arts Does

KIDZ ZONE

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

FAQs Contact

KIDZ ZONE

download our new brochure

ARCADE BLOG

“Your collection is wonderful and was the perfect way of helping children to understand and appreciate African art.”

Laura, aged 8

I saw the value and beauty of the art”

ARCADE ARTS Gallery

Resources

Resources

FAQs

FAQs

Contact

Contact

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

download our new brochure

KIDZ ZONE

See Hear Feel Share

See what people say about us

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

download our new brochure

KIDZ ZONE

See Hear Feel Share

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

ARCADE ARTS

telephone: 020 8874 2982 or 020 8265 2564

See what people say about us

download our new brochure

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

ARCADE ARTS

telephone: 020 8874 2982 or 020 8265 2564

See what people say about us

download our new brochure

About

OUR PURPOSE

OUR PURPOSE

Gallery Resources

Taking Art to Children

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

What Arcade Arts Does

KIDZ ZONE

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

ARCADE ARTS

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

telephone: 020 8874 2982 or 020 8265 2564

See what people say about us

download our new brochure

About

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

ARCADE ARTS

telephone: 020 8874 2982 or 020 8265 2564

See what people say about us

download our new brochure

About

OUR PURPOSE

Gallery Resources

Taking Art to Children

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

OUR PURPOSE

Gallery Resources

Taking Art to Children

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

What Arcade Arts Does

KIDZ ZONE

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

Arcade Arts © Monika Wengraf-Hewitt

Semira, aged 7

telephone: 020 8874 2982 or 020 8265 2564

KIDZ ZONE

KIDZ ZONE

KIDZ ZONE

Laura, aged 8

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

Gallery

Contact

What Arcade Arts Does

KIDZ ZONE

“After the visit we used the observational drawings to develop a wide range of high quality art work; including paintings, patterns for printing, pottery models and ‘mod roc’ masks”

ARCADE ARTS

Contact

Semira, aged 7

See what people say about us

Loseley Fields Primary School, Godalming Surrey

I saw the value and beauty of the art”

FAQs

telephone: 020 8874 2982 or 020 8265 2564

Daniel, aged 14

“We very much enjoyed you bringing in the African artifacts. Looking, wearing and drawing the artifacts was very interesting.”

“I really enjoyed it when we were allowed to touch and try on the wonderful objects”

Resources

KIDZ ZONE

“After the visit we used the observational drawings to develop a wide range of high quality art work; including paintings, patterns for printing, pottery models and ‘mod roc’ masks”

“Your collection is wonderful and was the perfect way of helping children to understand and appreciate African art.”

“Drawing the artifacts really made my day africa@arcade-arts.com ....

Arcade Arts © Monika Wengraf-Hewitt email:

FAQs

What Arcade Arts Does

Loseley Fields Primary School, Godalming Surrey

Highgate Primary, London N6

Chris McAdams, Loseley Primary, Surrey

Resources

Contact

Daniel, aged 14

“We very much enjoyed you bringing in the African artifacts. Looking, wearing and drawing the artifacts was very interesting.”

“Drawing the artifacts really made my day africa@arcade-arts.com ....

Arcade Arts © Monika Wengraf-Hewitt email:

About

About

Gallery

ARCADE BLOG

FAQs

Highgate Primary, London N6

“Thank you for coming to our school and sharing your beatuiful models. And for sharing your joy.”

About

“I really enjoyed it when we were allowed to touch and try on the wonderful objects”

objects, their use and the tribal customs

See what people say about us

“Thank you for coming to our school and sharing your beatuiful models. And for sharing your joy.”

Chris McAdams, Loseley Primary, Surrey

email: africa@arcade-arts.com telephone: 020 of 8874 2982 or the 020 8265 2564 My visit takes the form a talk about

ARCADE ARTS

About

Gallery

Resources

St James’ and St Michael’s CE Primary School, London W2

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum quality, which the children are allowed with supervision to touch and even wear some of the masks.

Arcade Arts © Monika Wengraf-Hewitt

download our new brochure

Taking Art to Children

Taking Art to Children

FAQs

See what people say about us

Gallery

Resources

Resources

KIDZ ZONE

objects, their use and the tribal customs

About

TESTIMONIALS

download our new brochure

TESTIMONIALS

St James’ and St Michael’s CE Primary School, London W2

email: africa@arcade-arts.com telephone: 020 of 8874 2982 or the 020 8265 2564 My visit takes the form a talk about

ARCADE ARTS

telephone: 020 8874 2982 or 020 8265 2564

About

About

Gallery

Arcade Arts © Monika Wengraf-Hewitt

KIDZ ZONE

KIDZ ZONE

ARCADE ARTS

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

Semira, aged 7

See what people say about us

FAQs Contact

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum quality, which the children are allowed with supervision to touch and even wear some of the masks.

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS

FAQs

email: africa@arcade-arts.com

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

What Arcade Arts Does

Loseley Fields Primary School, Godalming Surrey

Gallery

KIDZ ZONE

Daniel, aged 14

“Drawing the artifacts really made my day africa@arcade-arts.com ....

Arcade Arts © Monika Wengraf-Hewitt email:

Resources

Arcade Arts © Monika Wengraf-Hewitt

Gallery

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

Contact

“We very much enjoyed you bringing in the African artifacts. Looking, wearing and drawing the artifacts was very interesting.”

About

About

FAQs

Highgate Primary, London N6

See what people say about us

Resources

“I really enjoyed it when we were allowed to touch and try on the wonderful objects”

objects, their use and the tribal customs

See what people say about us

“Thank you for coming to our school and sharing your beatuiful models. And for sharing your joy.”

Chris McAdams, Loseley Primary, Surrey

email: africa@arcade-arts.com telephone: 020 of 8874 2982 or the 020 8265 2564 My visit takes the form a talk about

ARCADE ARTS

ARCADE ARTS About

OUR PURPOSE

Gallery Resources

St James’ and St Michael’s CE Primary School, London W2

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum quality, which the children are allowed with supervision to touch and even wear some of the masks.

Arcade Arts © Monika Wengraf-Hewitt

download our new brochure

Taking Art to Children

Taking Art to Children

Contact

See what people say about us

About

TESTIMONIALS

Resources

Resources

ARCADE ARTS

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

1

Colour and texture

ARCADE ARTS

See what people say about us

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2

About

Gallery

Resources

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

What Arcade Arts Does

KIDZ ZONE

Contact

3

download our new brochure

Chris McAdams, Loseley Primary, Surrey

“Drawing the artifacts really made my day africa@arcade-arts.com ....

Arcade Arts © Monika Wengraf-Hewitt email: I saw the value and beauty of the art”

4

Resources

FAQs

FAQs

Contact

Contact

KIDZ ZONE

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

About

Gallery

FAQs Contact

See what people say about us

download our new brochure

7

Gallery

TESTIMONIALS

FAQs Contact

“Thank you for coming to our school and sharing your beatuiful models. And for sharing your joy.”

Highgate Primary, London N6

“Your collection is wonderful and was the perfect way of helping children to understand and appreciate African art.”

St James’ and St Michael’s CE Primary School, London W2

KIDZ ZONE

KIDZ ZONE

email: africa@arcade-arts.com

ARCADE ARTS

telephone: 020 8874 2982 or 020 8265 2564

See what people say about us

download our new brochure

Arcade Arts © Monika Wengraf-Hewitt

8

ARCADE BLOG

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS Resources

FAQs

FAQs

Contact

Contact

See Hear Feel Share

KIDZ ZONE

KIDZ ZONE

Loseley Fields Primary School, Godalming Surrey

“After the visit we used the observational drawings to develop a wide range of high quality art work; including paintings, patterns for printing, pottery models and ‘mod roc’ masks”

Laura, aged 8

download our new brochure

KIDZ ZONE

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

Gallery

Resources

See what people say about us

Daniel, aged 14

“We very much enjoyed you bringing in the African artifacts. Looking, wearing and drawing the artifacts was very interesting.”

Chris McAdams, Loseley Primary, Surrey

KIDZ ZONE

See Hear Feel Share

About

Gallery

Resources

download our new brochure

KIDZ ZONE

About

About

See Hear Feel Share

Resources

ARCADE ARTS

See what people say about us

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

Gallery

Resources

Arcade Arts © Monika Wengraf-Hewitt

6

Semira, aged 7

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS About

ARCADE BLOG

KIDZ ZONE

download our new brochure

Laura, aged 8

“I really enjoyed it when we were allowed to touch and try on the wonderful objects”

About

Gallery

Daniel, aged 14

“After the visit we used the observational drawings to develop a wide range of high quality art work; including paintings, patterns for printing, pottery models and ‘mod roc’ masks”

objects, their use and the tribal customs

See what people say about us

“Your collection is wonderful and was the perfect way of helping children to understand and appreciate African art.”

Loseley Fields Primary School, Godalming Surrey

email: africa@arcade-arts.com telephone: 020 of 8874 2982 or the 020 8265 2564 My visit takes the form a talk about

ARCADE ARTS

Highgate Primary, London N6

“We very much enjoyed you bringing in the African artifacts. Looking, wearing and drawing the artifacts was very interesting.”

KIDZ ZONE

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

Arcade Arts © Monika Wengraf-Hewitt

“Thank you for coming to our school and sharing your beatuiful models. And for sharing your joy.”

St James’ and St Michael’s CE Primary School, London W2

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum quality, which the children are allowed with supervision to touch and even wear some of the masks.

People were asked several questions that would help me to select a palette which could appeal to clients, and reflect an African-inspired theme. It would also give me ideas for a separate ‘Kids’ Zone’, which would have a more child-friendly look.

See what people say about us

TESTIMONIALS

Resources

Contact

ARCADE ARTS

download our new brochure

Taking Art to Children

FAQs

5

See what people say about us

About

OUR PURPOSE

Gallery

Conducting a colour survey to select a colour palette.

ARCADE ARTS

Semira, aged 7

“I really enjoyed it when we were allowed to touch and try on the wonderful objects” Arcade Arts © Monika Wengraf-Hewitt

9

email: africa@arcade-arts.com

ARCADE ARTS

“Drawing the artifacts really made my day africa@arcade-arts.com ....

Arcade Arts © Monika Wengraf-Hewitt email:

telephone: 020 8874 2982 or 020 8265 2564

See what people say about us

download our new brochure

I saw the value and beauty of the art”

10

ARCADE ARTS

See what people say about us

download our new brochure

OUR PURPOSE

OUR PURPOSE

Gallery

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

What Arcade Arts Does

KIDZ ZONE

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

What Arcade Arts Does

KIDZ ZONE

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

download our new brochure

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

12

email: africa@arcade-arts.com

ARCADE ARTS

telephone: 020 8874 2982 or 020 8265 2564

See what people say about us

download our new brochure

About

OUR PURPOSE

Gallery

Gallery Resources Taking Art to Children

Taking Art to Children

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

What Arcade Arts Does

KIDZ ZONE

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

What Arcade Arts Does

KIDZ ZONE

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

Arcade Arts © Monika Wengraf-Hewitt

See what people say about us

Taking Art to Children

Taking Art to Children

FAQs

ARCADE ARTS

Arcade Arts © Monika Wengraf-Hewitt

telephone: 020 8874 2982 or 020 8265 2564

Resources

Resources

Resources

11

email: africa@arcade-arts.com

About

About

About

Gallery

Arcade Arts © Monika Wengraf-Hewitt

telephone: 020 8874 2982 or 020 8265 2564

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

Which website mockup has a colour combination that would appeal to potential clients the least?

The results of the survey helped me to determine which colour schemes and layouts might be most effective for a website that could cater to clients, but could also be linked to a fun and informative site for children. I used information from interviews and previous research to work out what kind of content would be useful and engaging, and how this can be applied to a website in a way that is easily navigated.

I then used my judgement to create mockups of the website and printed materials that could be used for promotion and an additional way to promote interest and learning in the field of African art and culture.

10

ARCADE ARTS

See what people say about us

download our new brochure

9

ARCADE ARTS

About

OUR PURPOSE

Gallery

See what people say about us

About

Resources

OUR PURPOSE

Gallery Taking Art to Children

Resources

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

Taking Art to Children

FAQs

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

What Arcade Arts Does

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

KIDZ ZONE

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

What Arcade Arts Does

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

KIDZ ZONE

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

Arcade Arts © Monika Wengraf-Hewitt

7

ARCADE ARTS

email: africa@arcade-arts.com

See what people say about us

11

download our new brochure

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

ARCADE ARTS

See what people say about us

12

download our new brochure

ARCADE ARTS

About

ARCADE BLOG

Gallery

See what people say about us

Resources Taking Art to Children

Taking Art to Children

FAQs Contact

KIDZ ZONE

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

KIDZ ZONE

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

KIDZ ZONE

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

ARCADE ARTS

See what people say about us

Gallery

FAQs Contact

4

ARCADE ARTS

See what people say about us

Gallery

5

ARCADE ARTS

KIDZ ZONE

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

About

download our new brochure

FAQs Contact

Gallery

See Hear Feel Share

Resources FAQs Contact

KIDZ ZONE

See what people say about us

Arcade Arts © Monika Wengraf-Hewitt

telephone: 020 8874 2982 or 020 8265 2564

email: africa@arcade-arts.com

ARCADE BLOG

Gallery

Gallery

Resources

ARCADE ARTS

See what people say about us

download our new brochure

6

ARCADE ARTS

About

See what people say about us

download our new brochure

FAQs Contact

KIDZ ZONE

Gallery

TESTIMONIALS

Gallery Resources

Resources Taking Art to Children

FAQs

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

KIDZ ZONE

2

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

Contact

KIDZ ZONE

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

ARCADE ARTS

“Thank you for coming to our school and sharing your beatuiful models. And for sharing your joy.”

“Your collection is wonderful and was the perfect way of helping children to understand and appreciate African art.”

“We very much enjoyed you bringing in the African artifacts. Looking, wearing and drawing the artifacts was very interesting.”

ARCADE ARTS Gallery

“I really enjoyed it when we were allowed to touch and try on the wonderful objects”

My visit takes the form of a talk about the objects, their use and the tribal customs

“Drawing the artifacts really made my day ....

I saw the value and beauty of the art”

download our new brochure

7

Laura, aged 8

ARCADE ARTS

FAQs

download our new brochure

Contact

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

See what people say about us

download our new brochure

5

ARCADE ARTS Gallery

“Thank you for coming to our school and sharing your beatuiful models. And for sharing your joy.”

“Your collection is wonderful and was the perfect way of helping children to understand and appreciate African art.”

KIDZ ZONE

See Hear Feel Share

“After the visit we used the observational drawings to develop a wide range of high quality art work; including paintings, patterns for printing, pottery models and ‘mod roc’ masks”

Laura, aged 8

Gallery

FAQs Contact

Daniel, aged 14

KIDZ ZONE

KIDZ ZONE Laura, aged 8

Semira, aged 7

download our new brochure

KIDZ ZONE

See Hear Feel Share

FAQs Contact

Semira, aged 7

“Drawing the artifacts really made my day africa@arcade-arts.com ....

Arcade Arts © Monika Wengraf-Hewitt email: I saw the value and beauty of the art”

telephone: 020 8874 2982 or 020 8265 2564

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS Gallery

See what people say about us

download our new brochure

4

ARCADE ARTS About

OUR PURPOSE

Gallery Resources

FAQs

FAQs

Contact

Contact

See what people say about us

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

download our new brochure

KIDZ ZONE

See Hear Feel Share

7

ARCADE ARTS

See what people say about us

Arcade Arts © Monika Wengraf-Hewitt

Resources

download our new brochure

10

ARCADE ARTS

KIDZ ZONE

KIDZ ZONE

ARCADE BLOG

Gallery

OUR PURPOSE

Resources Taking Art to Children

FAQs

FAQs

Contact

Contact

KIDZ ZONE

See what people say about us

About

About

Gallery

Resources

FAQs Contact

ARCADE BLOG

About

Gallery Resources

Semira, aged 7

Resources

About

TESTIMONIALS

See what people say about us

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

“I really enjoyed it when we were allowed to touch and try on the wonderful objects”

Taking Art to Children

About

Gallery Resources

ARCADE ARTS

KIDZ ZONE

KIDZ ZONE

Loseley Fields Primary School, Godalming Surrey

Chris McAdams, Loseley Primary, Surrey

1 download our new brochure

Contact

Daniel, aged 14

“We very much enjoyed you bringing in the African artifacts. Looking, wearing and drawing the artifacts was very interesting.”

8

See Hear Feel Share

FAQs

Highgate Primary, London N6

download our new brochure

KIDZ ZONE

Resources

St James’ and St Michael’s CE Primary School, London W2

KIDZ ZONE

See what people say about us

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

About

TESTIMONIALS

About

See what people say about us

Semira, aged 7

Which website mockup has a colour combination that would appeal to potential clients the most?

KIDZ ZONE

“After the visit we used the observational drawings to develop a wide range of high quality art work; including paintings, patterns for printing, pottery models and ‘mod roc’ masks”

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum quality, which the children are allowed with supervision to touch and even wear some of the masks.

See what people say about us

FAQs Contact Daniel, aged 14

See what people say about us

Daniel, aged 14

KIDZ ZONE Laura, aged 8

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS About

About

OUR PURPOSE

Gallery Resources

8

download our new brochure

TESTIMONIALS

Resources

FAQs Contact

Resources

1

See what people say about us

About

About

email: africa@arcade-arts.com

ARCADE ARTS

About

KIDZ ZONE

2

KIDZ ZONE

Arcade Arts © Monika Wengraf-Hewitt

2

download our new brochure

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

download our new brochure

KIDZ ZONE

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

About

See Hear Feel Share

Resources

See what people say about us

ARCADE ARTS

See Hear Feel Share

Resources

Which website mockup has a colour combination that you think gives the best ‘flavour’ of Africa?

3

download our new brochure

KIDZ ZONE

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

About

download our new brochure

Gallery

Resources

FAQs Contact

telephone: 020 8874 2982 or 020 8265 2564

About

OUR PURPOSE

Gallery

Resources

email: africa@arcade-arts.com

Arcade Arts © Monika Wengraf-Hewitt

telephone: 020 8874 2982 or 020 8265 2564

About

5

download our new brochure

KIDZ ZONE

download our new brochure

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

Which website mockup has a colour combination that would appeal to children the most?

2

ARCADE ARTS

ARCADE ARTS About

Gallery

download our new brochure

FAQs

4

KIDZ ZONE

ARCADE ARTS

See Hear Feel Share

Resources FAQs Contact

See what people say about us

Gallery

FAQs

Highgate Primary, London N6

“Your collection is wonderful and was the perfect way of helping children to understand and appreciate African art.”

KIDZ ZONE

ARCADE ARTS

email: africa@arcade-arts.com

See what people say about us

1

download our new brochure

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS

See what people say about us

Arcade Arts © Monika Wengraf-Hewitt

download our new brochure

8

TESTIMONIALS

OUR PURPOSE

Gallery

Loseley Fields Primary School, Godalming Surrey

“After the visit we used the observational drawings to develop a wide range of high quality art work; including paintings, patterns for printing, pottery models and ‘mod roc’ masks” Chris McAdams, Loseley Primary, Surrey

About

Taking Art to Children

FAQs

FAQs Contact

Contact

Daniel, aged 14

KIDZ ZONE

Gallery

KIDZ ZONE Laura, aged 8

See what people say about us

I saw the value and beauty of the art”

download our new brochure

FAQs

See what people say about us

See Hear Feel Share

Resources FAQs Contact

KIDZ ZONE Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

Arcade Arts © Monika Wengraf-Hewitt

Which website mockup has a colour combination that would appeal to children the least?

ARCADE ARTS

See what people say about us

download our new brochure

ARCADE ARTS

OUR PURPOSE

See what people say about us

FAQs

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

KIDZ ZONE

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

See what people say about us

download our new brochure

12

ARCADE ARTS

OUR PURPOSE

KIDZ ZONE

8

download our new brochure

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

KIDZ ZONE

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

About

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

Contact

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

Gallery

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

See what people say about us

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

See what people say about us

About

Gallery

download our new brochure

3

ARCADE ARTS

See what people say about us

About

OUR PURPOSE

Resources Taking Art to Children

Gallery Resources

download our new brochure

8

Contact

ARCADE ARTS About

ARCADE BLOG

Gallery Resources

FAQs

FAQs

FAQs

Contact

Contact

Contact

KIDZ ZONE

KIDZ ZONE

See what people say about us

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

download our new brochure

KIDZ ZONE

See Hear Feel Share

download our new brochure

KIDZ ZONE

See Hear Feel Share

Resources

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

FAQs

ARCADE ARTS

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS

Taking Art to Children

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

Resources

Taking Art to Children

FAQs

See what people say about us

email: africa@arcade-arts.com

Gallery

Resources

Contact

Arcade Arts © Monika Wengraf-Hewitt

About

Gallery

Arcade Arts © Monika Wengraf-Hewitt

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum

telephone: 020 8874 2982 or 020 8265 2564

About

KIDZ ZONE

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

What Arcade Arts Does

I have been involved with Tribal Art for more than 45 years. I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

ARCADE ARTS

See Hear Feel Share

Contact

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

Contact

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

email: africa@arcade-arts.com

KIDZ ZONE

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

Taking Art to Children

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Arcade Arts © Monika Wengraf-Hewitt

download our new brochure

Resources

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

KIDZ ZONE

See what people say about us

Resources

OUR PURPOSE

Gallery

What Arcade Arts Does

telephone: 020 8874 2982 or 020 8265 2564

FAQs

Taking Art to Children

Contact

download our new brochure

email: africa@arcade-arts.com

ARCADE ARTS Gallery

About

Resources FAQs

5

About

9

About

Gallery

download our new brochure

KIDZ ZONE

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

About

KIDZ ZONE

1

Semira, aged 7

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS Gallery

See Hear Feel Share

Resources

Semira, aged 7

4

KIDZ ZONE

Contact

11

Laura, aged 8

“I really enjoyed it when we were allowed to touch and try on the wonderful objects” “Drawing the artifacts really made my day africa@arcade-arts.com ....

Arcade Arts © Monika Wengraf-Hewitt email:

telephone: 020 8874 2982 or 020 8265 2564

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

Resources

Resources

email: africa@arcade-arts.com

ARCADE ARTS

About

About

10

Daniel, aged 14

“We very much enjoyed you bringing in the African artifacts. Looking, wearing and drawing the artifacts was very interesting.”

KIDZ ZONE

Arcade Arts © Monika Wengraf-Hewitt

Gallery

“Thank you for coming to our school and sharing your beatuiful models. And for sharing your joy.”

St James’ and St Michael’s CE Primary School, London W2

See Hear Feel Share

Resources

KIDZ ZONE

Contact

download our new brochure

KIDZ ZONE

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

About

Contact

6

TESTIMONIALS

Resources

See what people say about us

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

download our new brochure

About

Gallery

5

See what people say about us

KIDZ ZONE

KIDZ ZONE Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

Asking and listening Interview with the parent of a 6 year old child.

As a parent, what would your expectations be of this kind of company?

I expect the company to provide cultural insights about African peoples, in a way that is interesting, playful, and easy to absorb for the kids. So the company's website should bring out these project characteristics. The workshops should be based on role plays, practical do-it-yourself exercises, additional info about African peoples and their cultures provided by facilitator, musical presentation, with children learning some African songs, etc.

What would you want your child to take away from this kind of workshop?

I expect him to come home with some valuable knowledge of African cultures, beliefs, spirituality, etc. I would like to see him trully excited about the workshop experience having taken part in interesting, exciting activities. I would love to hear him talk about the positive aspects of African cultures.

What kind of activities or resources would you say might help him want to continue learning about tribal art?

He needs to have a feel of the different masks (with explanations provided to him about the functions of these items e.g, what in ceremonies, celebrations they are used); musical instruments, which he should be allowed to play with during the workshop, for example small drums, etc; painting activities and parctical making of paper masks; photographs of ceremonies where such masks are used, and of the communities where they are from.

Has your child told you about any lessons at school that he particularly enjoyed - what was it about these lessons that was particularly engaging?

He enjoyed drumming sessions, and drama productions by visiting artists. They have also been reading some exciting books about African life, and he keeps talking about these.

Does your child use any websites or play online games? What are they?

There is a school website with play activities - run by the Council. I think it is called Fronter. There are games there, songs, activities for children to do.

Asking and listening Interview with a 6 year old child.

Muki is 6 years old. He was born in Malawi, and now goes to a primary school in South East London.

What is your favourite colour

I like red, blue, black, pink, golden, and silver. My favourite is golden.

What are your favourite TV shows?

I used to like Star Wars. I like my cartoons.

What is your favourite game?

I like some African games but I don’t really know what they are called.

Do you use the internet as well?

Yes, there’s a game I play on the internet. It’s from Malawi. You can play it with two people as well. There’s a skipping rope and you have to skip it, and you have to count it.

What lessons at school have you really enjoyed? What was special about them?

Once a teacher came in from Marigold and showed as objects from Africa. There was one from Malawi.

We got to create flags and paint them and they made a display with them. This was in year 1. I haven’t done anything like that before, only in year 1.

DELIVERING presenting final proposals and outcomes

ARCADE ARTS

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About

ARCADE ARTS

Gallery Resources

~ Taking Art to Children ~

FAQs Contact

African Tribal Sculpture ASSEMBLIES AND DRAWING WORKSHOPS

KIDZ ZONE

Arcade Arts Š Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS

CHECK OUT OUR BLOG

download our new brochure

About

About

Gallery

Contact

Taking Art to Children

FAQs

• I wish to foster a sense of multiculturalism and inclusivity in the children we visit.

• I try to show that the beliefs and lives of other peoples are not that dissimilar to our own.

Contact

What Arcade Arts Does

I have been involved with Tribal Art for more than 45 years.

I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture.

Laura, aged 8

email: africa@arcade-arts.com

ARCADE ARTS

Semira, aged 7

Daniel, aged 14

•

Make African musical instruments. Shakers: fill plastic cups or tin jars with rice or barley, seal and decorate with coloured electrical tape.

Make African tambourine, dumbek drum and djembe drum

•

Make African masks using cardboard, papiermâché or clay, using these mask templates

•

Make a model African village or compound. Use a large sheet of cardboard as the base, use papier-mâché to mould hills, rocks, river banks etc. Make huts as above and arrange in a small circle, join together with cardboard walls to make a compound. Include a well or borehole, washroom and toilet (pit-latrine). Make fence for the garden using corrugated cardboard and tissue for the vegetables. Make village accessories using coloured clay (or paint grey clay when dry), for example buckets, pots, fire wood, African drum, fruits and vegetables.

•

Make an African Tutsi basket

Arcade Arts © Monika Wengraf-Hewitt

telephone: 020 8874 2982 or 020 8265 2564

CHECK OUT OUR BLOG

download our new brochure

About

download our new brochure

Links

OUR BLOG

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS About

Gallery

Games

Make a string of African flags to hang across your classroom or school hall. Different classes could concentrate on West Africa, East Africa, North Africa, Central Africa and South Africa.

Colouring Book of Flags

KIDZ ZONE

I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum quality, which the children are allowed with supervision to touch and even wear some of the masks.

Arcade Arts © Monika Wengraf-Hewitt

Activities

•

Resources

• I want children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allow them to get up close and personal with the artefacts.

KIDZ ZONE

Worksheets

CHECK OUT OUR BLOG

Gallery

OUR PURPOSE

Resources FAQs

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Pick a character to explore Africa.

Gallery

Resources

Resources

FAQs

FAQs

Contact

Contact

KIDZ ZONE

Lulua

Yohure

Baule

Pende

Teke

Lwalwa

Biombo

Goma

download our new brochure

KIDZ ZONE See Hear Feel Share

KIDZ ZONE

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS

CHECK OUT OUR BLOG

KIDZ ZONE

Mukondi the mask is running late for his ceremony.

Click on the map to find out more.

About

Gallery

download our new brochure

Resources

See Hear Feel Share

FAQs Contact

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

ARCADE ARTS

Gallery

CHECK OUT OUR BLOG

download our new brochure

KIDZ ZONE

CLEAR PRINT

See Hear Feel Share

FAQs Contact

Resources

See Hear Feel Share

FAQs Contact

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

ARCADE ARTS About

Gallery Resources FAQs

S MASK

t! make i Show us how you made your masks and upload your masterpieces to the gallery

Contact

Arcade Arts © Monika Wengraf-Hewitt

Chalk size

email: africa@arcade-arts.com

Board col-

telephone: 020 8874 2982 or 020 8265 2564

share it!

KIDZ ZONE

Arcade Arts © Monika Wengraf-Hewitt

download our new brochure

KIDZ ZONE

Download templates to make tribal masks

Rachel, Blackheath Primary

Chalk col-

telephone: 020 8874 2982 or 020 8265 2564

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MASK OF THE WEEK

KIDZ ZONE

download our new brochure

KIDZ ZONE

Mukondi got to the village just in time. Everyone is still getting ready for the ceremony.

Click on a door to look inside.

About

telephone: 020 8874 2982 or 020 8265 2564

About

Resources

CHECK OUT OUR BLOG

KIDZ ZONE

KIDZ ZONE

Gallery

ARCADE ARTS

email: africa@arcade-arts.com

See Hear Feel Share

telephone: 020 8874 2982 or 020 8265 2564

Evaluation Feedback on the website redesign.

What do you think of the redesign, are there any other features you would include?

Parent of a 6 year old:

The redesign is superb - totally fascinating. There is new life injected in the project. The original mask on the old website was a bit scary for children. He doesn’t want anything scary - so he might have not wanted to enter the website. The mask looking ghostly. I would look for other cultural artefacts and images, which are bright coloured, exciting for children to look at, and also photographs or paintings showing African people in their cultural environments. This puts faces to the theoretical discourse. But, one has got to be careful not to put too much on the website. The simpler the better.

6 year old: I like the colours and where you can pick a character to explore Africa. The painting bit is good because you can paint on the internet and the colours are good.

Graphic Design student: I love the kids zone it’s great. Maybe instead off drawing you can make some illustrations mockups and they can use elements designed by you to create them own ones. I am not so keen on the colours. They are too dark I think but that is just my opinion. Maybe the first page you should change a little to pop put bit more, I am not so keen on the gradient. Logo I like - I would give a little bit more weight in to the letters because the African art is chunky made from strong wood and your type I think is maybe a little too delicate.

Arcade Arts Promotional Brochure The brochure shares the same colour scheme as the website.

Due to budget restrictions, full bleed prints may not be practical so variations of the brochure have been designed to allow for home printing in colour or greyscale.

ARCADE ARTS

ARCADE ARTS

Taking Art to Children

African Tribal Sculpture ASSEMBLIES AND DRAWING WORKSHOPS

Taking Art to Children

African Tribal Sculpture ASSEMBLIES AND DRAWING WORKSHOPS

ARCADE ARTS

Taking Art to Children

African Tribal Sculpture ”It was a wonderful opportunity for the children to actually handle and draw objects that they would normally only see in museum cabinets.”

ASSEMBLIES AND DRAWING WORKSHOPS

”It was a wonderful opportunity for the children to actually handle and draw objects that they would normally only see in museum cabinets.”

Chris McAdam, Losely Primary School, Surrey

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

”It was a wonderful opportunity for the children to actually handle and draw objects that they would normally only see in museum cabinets.”

Chris McAdam, Losely Primary School, Surrey

Chris McAdam, Losely Primary School, Surrey

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

Arcade Arts © Monika Wengraf-Hewitt

email: africa@arcade-arts.com

telephone: 020 8874 2982 or 020 8265 2564

ARCADE ARTS

ARCADE ARTS

African Art Workshops

FAQs

I My visit takes the form of a talk about the objects, their use and the tribal customs connected to them. I take in the history, kingdoms and tribes that populate this vast continent.

The children then take part in drawing workshops, when they can examine the artefacts from close proximity. The act of drawing helps children to both remember objects and investigate their responses to them.

OUR PURPOSE

Q. We are a small school with children from reception through to 6th year.

A. We can adapt the talk and drawing sessions to suit every age group.

Taking Art to Children

Q. The little ones would not be able to sit still for a full workshop.

A. We have found that with almost no exceptions, every child including reception has enjoyed the workshop and will sit enraptured when their imaginations are fired.

• Fostering a sense of multiculturalism and inclusivity in the children we visit.

• Show that the beliefs and lives of other peoples are not that dissimilar to our own.

Q. What do we need to provide?

A. We need almost nothing from the school except paper and pencils and oh yes, some children.

• Helping children to make a positive connection to the traditional arts of Tribal Cultures from Africa and allowing them to get up close and personal with the artefacts.

Q. We would like to talk to other schools you have visited.

A. We have an extensive list of schools. Please call for details.

“I have been involved with Tribal Art for more than 45 years.

I like to share my pleasure in the Art of Africa with adults and children especially those who have had little exposure in this area of culture. I have a varied collection of authentic traditional sculptures, masks and artefacts all of museum quality, which the children are allowed with supervision to touch and even wear some of the masks.”

Q. Are there any ‘hidden costs’?

A. Our prices are fully inclusive. There are no travel costs or other hidden expenses.

Find out more at www.arcade-arts.com

Monika Wengraf-Hewitt Children are able to touch and wear the artifacts; Learning about them helps promote concentration in drawing workshops.

Left: Palmwine cup, Nyamwezi Tanzania

ARCADE ARTS

Feedback

ARCADE ARTS

“Thank you for coming to our school and sharing your beautiful models. And for sharing your joy.”

Price and Contact Info

Highgate Primary, London N6

“We very much enjoyed you bringing in the African artifacts. Looking, wearing and drawing the artifacts was very interesting.”

Loseley Fields Primary School, Godalming Surrey

“After the visit we used the observational drawings to develop a wide range of high quality art work; including paintings, patterns for printing, pottery models and ‘mod roc’ masks”

Whole day visit £300

Chris McAdams, Loseley Primary, Surrey

“Your collection is wonderful and was the perfect way of helping children to understand and appreciate African art.”

St James’ & St Michael’s CE Primary School, London

“I really enjoyed it when we were allowed to touch and try on the wonderful objects” “Drawing the artifacts really made my day.... I saw the value and beauty of the art” Tooting

Space required, preferably on ground floor to display the objects.

Assistance required for transporting the objects from car to space.

For more information on recommendations or availability, please contact us either by phone or by email. We are also interested in hearing your feedback and suggestions on how we could enhance the workshops.

Address Monika Wengraf-Hewitt 25 West Hill Road London SW18 1LL Phone 020 8874 2982 020 8265 2564 Email africa@arcade-arts.com Web www.arcade-arts.com

Children’s Booklet This booklet can be given out to children after workshops, or available online for parents. It contains instructions and templates for creative activities and games, and factual yet fun information about Africa and its people, traditions, arts and crafts.

As with the brochure, full bleed prints may not be practical so variations of the brochure have been designed to allow for home printing in colour or greyscale.

Z KI D E N ZO

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ARCADE ARTS

Workshop

What do you remember?

Link the object to the correct fact by drawing a line. The first one is done for you.

t! make i S MASK

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Trace or draw the masks, or colour them in. You can make a whole set for your own African ceremony!

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lulua factfile

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Colour in and cut out to make your own Lulua mask

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make i MASK t!

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Use the template on the next page to make your own tribal mask

MAKE A...

TUTSI BASKET

The Lulua were famous for decorating their bodies with intricate scarification marks and tattoos.

They also applied these designs to their sculptures and masks. The masks, which are rare, are usually incised with geometric pattern and coloured with a reddish pigment. The pointed forms on the top of the head represent the Lulua hairstyle.The Lulua, previously called the Bena Lulua, are related to the Lwalwa and like them, the men hunt and the women farm.

The Lulua live around the Lulua River in the Democratic Republic of the Congo.

Make an African Tutsi Basket that resembles the grass baskets used by the Tutsi people of Africa.

What You'll Need: * 2 sheets 9x12-inch red construction paper * 3 sheets 9x12-inch beige construction paper * 5-inch plate * 9-inch plate Tools: * * * * *

Clear tape Ruler Pencil Scissors Craft glue

The Tutsi people make these baskets by coiling long strands of dried grass around and around, binding them together with thinner strands. The baskets have lids and are used to hold grain. Hold your own treasures in your own basket!

Follow these steps to create the African Tutsi Paper Basket.

Make the lid of the African Tutsi Paper Basket.

RESEARCH METHODS The methods behind the mockups

• • • • • • • • • • • • • • • • • • •

Kipling Method - 6 Thinking Hats Forensic Research Method Consider All factors Dominant Idea Stepping Stone Internet Research of children’s art campaigns/events/organisations Positive-Minus-Interesting Analysis of children’s art campaigns/ events/organisations Assessing the findings using PMI - Finding similar organisations that fit a description Photodocumentation and written analysis of children’s art event Reading up on details of specific children’s art organisations Swapping briefs - sharing ideas/PMIs with the group Reading books on marketing to specific audiences Comparing marketing strategy and branding of Arcade Arts to similar organisations Appeal analysis - visual audits of websites Venn diagram - comparing marketing strategies Interview with owner of Arcade Arts Transcribing and summarising interview to determine possible final outcomes African-inspired logo colour audit Top children’s websites’ logo colour audit

• • • • • • • • • •

Colour palette survey - aesthetic preferences Font readability tests Font exploring Secondary research into top children’s websites Top children’s websites’ features audit Modern African arts image collection - brand colours inspiration Web layout themed colour choice survey - designers only Interviewing the parent of a 6 year old Interviewing a 6 year old Website redesign feedback - interviewing a parent, a child, and a graphic design student

ARCADE ARTS REDESIGNED The ideas for a new Arcade Arts identity, website, promotional and educational booklets create the potential for future printed and online material. The new identity and brochure present a professional look with the character of Arcade Arts which was missing in the previous logotype. Monika Wengraf-Hewitt, who runs Arcade Arts, would like to have regular business at schools without having to mess about too much with technology and putting additional work into promotion. The specially designed printable/photocopiable brochures and children’s booklets suit this purpose.

The children’s booklets can be given out at workshops, sent out to teachers and parents, or downloaded online. They maintain interest in African arts and crafts through creative activities and games, and have information about the website where children can also go to find out more.

The website is also an important resource both for learning beyond the workshops and promotional purposes. There is the possibility of separate websites for clients and children, but I think an incorporated minisite is an easy way for parents and teachers to find information about Arcade Arts whilst also being able to access and download fun and educational activities for their children/students.

Working in a PBL group was useful because although we took on different approaches to the project triggers, we were still able to share ideas and resources such as internet links, books, and information gathered from visits to schools, museums and events. We were able to give each other informed and constructive critique and communicate well through email, social networking, face-to-face and through our group blog, http://svrpbl.tumblr.com.