davidbrun
designreport
WHO Downtown Dayton, Ohio
February 2013
LOCATION DOB WHO
UPART helps start urban community based art collaboratives with local artists and young people through an educational experience and the intentional use of upcycled materials.
EMPLOYMENT
UPART will begin small in employment and utilize the local volunteer network, schools and other non profit organizations to sustain the programs.
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WHAT MISSION
UPART’s mission is to create art installations based on the community’s wants and passions using materials that would otherwise be considered trash as the main components of the installation. The installations will be placed in close proximity to the urban area, hopefully establishing a sense of ownership and pride in the community. UPART also brings in artists that will help teach the community members about art through workshops and the installations created. This continuing education will give lower income children a different perspective on art and trash.
CHALLENGES
UPART will face challenges at first with gathering volunteer support and participants as well as all the challenges faced with starting a new company. The Dayton area has a growing population of young and new, but the network of communication informing Daytonians of these great groups is inhibiting their full growth. The brand will need to stand out as something that is collaborative, creative, educational, sustainable and recognizable.
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HOW HOW
UPART’s main method of operation is to arrive at the install site in a mobile workstation, bringing the supplies and workshops to the location. Collaborating with organizations like Big Brothers/Big Sisters, neighborhood schools, and after school programs like East End, school curriculum, weekend workshops, seasonal large scale projects, summer programs, and installation locations like the Metro Parks will provide UPART with the support and audience to which it is aiming.
AUDIENCE
UPARTs audience will include elementary to college age students, environmental artists, volunteer networks, community programs, art venues, metro parks and the art starved.
PUBLICITY
To reach the most people, UPART will publicize using a mobile bus, the installations, volunteer networks, artist communities, community members, schools, business papers and their website.
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BRANDING TIME-FRAME
A basic timeline for accomplishing this branding project is create roughs of TM, finalize TM, work brand into business papers, 2D collateral, 3D packaging, web and/or display.
DESCRIPTORS
Creative, energetic, warm, all encompassing, fresh, bold, playful, artsy, green, recycle, community, environment, educational, creative, urban, togetherness, sharing, partnering
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IDENTITY Primary—bright, bold, RYBOGP, Secondary—muted tints of Primary
transitional serif
open light san serif
UPART Bulmer MT Std UPART ITC New Baskerville Std UPART Diotima LT Std
UPART Folio Std UPART Helvetica Neue LT Std UPART Univers LT Std
Rough sketches
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COLOR
TYPEFACES
LOGO