How does it really feel?
by Toyota
on the inside..
hold your
breath
welcome :// To 2050
Touch to enter the database
:// Contents Research & Ideas
Pages 1-33
Design Thinking
Pages 34-75
Promotional Campaign Pages 76-136 Future Thinking
Pages 137-150
data entry success let’s begin...
here’s the thing
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:// Final Semester Within the final semester of my master’s degree, it was a time of reflection and a personal challenge within my creative capabilities.
Wearable technology markets are saturated, finding the right path is key for progression. The continous theme of the senses is throughout the work, with all aspects of the human experience being altered and transfixed to tailor to each consumer. The mission statement for the project is to reduce the mental health services by 50%.
Throughout the following body of work, you will see the full journey of my progression around mental health and technology, taking direct notes from Semester One and Semester Two. I hope the outcome of this project allows your mind to expand on the possibilities of wearable technology and how important mental health is to the future of society.
Tom Brown CEO of IDEO said at a recent conference “Data-driven intelligence will soon be embedded in nearly everything we see, touch, and do. Knowing that, it’s our duty to bring our humanity to it – to design it to be relevant, empathetic and soulful”. (Brown, 2018)
The idea took some time to capture the right moment, from looking across all areas of mental states including death, student pressures and smart home experiences. . Working towards developing a wearable that hasn’t hit the mainstream market yet, providing the end user with a solution to the biggest killer in the world: Mental health illness.
This one statement was the inspiration I needed to provide a solution to an everincreasing problem; Provide a technological product or service that combines empathy, immersive environments and medically sustainable to a growing illness. 2
image by Roberto Bratschi
:// Digital Attitude As touched on in Semester Two, the consumer is becoming emotionally intelligent and by 2050 the habits are going to continuously increase.
:// Male Suicide At New Low
Mental health is one of the most talked about topics around social media, yet consumers aren’t talking to their closest loved ones or medical professionals to receive the help they need. One social media post by Hattie Gladwell, writer for Cosmopolitan UK stated to her 21.9k followers “Please never feel guilty for having a mental illness. And never let anyone make you feel guilty, either. Like a broken leg, nobody asks for a mental illness. Nobody chooses it. It’s something we’re unfortunately handed. It’s out of your control. So please go easy on yourself”. With opening up to followers, as well as personal connections in person, the overall consumer shift is providing positive changes. 3
As of August 2018, male suicide rate is at a new low in the UK since 1981. “In 2017, there were 4383 male suicides and the rate was 15.5 per 100,00 men – Down from 20 in the late 1980s, date from the Office of National Statistics revealed”. Although this is an achievement, men still account for threequarters of suicides in the UK. (BBC, 2018) With new ways of speaking up, whether that’s online or speaking to a medical professional, the open minded and emotionally intelligent consumers are starting to decrease the stigma surrounding the illness. The research conducted evaluates the current state of the medical sector as it is now, allowing me to understand the predictions that need to be made for the remainder of the project, developing a future thinking world in 2050.
research 4
1. Cures & Vaccines
UNISEF predict that there will be a decline of up to 31 per 1,000 live births.
:// 2050
image by Roberto Bratschi
It’s a scary concept, the future. Yet with the quickest development rate in technology we can predict the happenings of the world in the year 2050. When you think about the people in our lives at this moment, 50% of those are going to be dead and the other 50% will have had children, giving birth to a whole new generation. In prediction by Business Insider on what trends are leading 2050 to shape up to be, they noted key elements that are important for product development. (Business Insider, 2018)
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3. Computer Brains
Artificial Intelligence
2. 2050 freely moving robots that outperform humans both physically and intellectually will run entire businesses by themselves.
Transferring human consciousness and brain functions to an artificial body by 2045.
5. Renewable Energy
4. Ultimate Translator
If the world invests enough in clean energy, we will be able to rely almost entirely on renewable energy by 2050.
Translation tools free from glitches by 2050 connecting the world more than before.
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World Internet
6. Smarter, Cleaner, Faster Driver-less cars will operate entirely without a human occupant’s control by 2035. Electric cars will also be widespread by 2050.
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Endeavors like Google’s Project Loon and Internet. org specifically focus on bringing the web to areas where people don’t yet have it.
image by Roberto Bratschi
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:// Economy Key statistics where released by PWC this year predicting different aspects of the economy that are crucial to product development for 2050. The global report has set growth projections, concentrating on 32 of the largest economies in the world. (PWC, 2018)
Future Trends :// Siemens global report on the year 2050: Sixth, trade between the E7 and the G7 should therefore be seen as a mutually beneficial process for economies and businesses: a win-win proposition, not a zero sum competitive game. This is certainly true for UK businesses, which should see this as an opportunity to rely less on trading with the US and the EU and more with the emerging economies.
• The world economy could more than double in size by 2050, far outstripping population growth, due to continued technology-driven productivity improvements • UK could be down to 10th place by 2050, France out of the top 10 and Italy out of the top 20 as they are overtaken by faster growing emerging economies like Mexico, Turkey and Vietnam respectively
At the same time, there will clearly be new competitive challenges from rising multinationals based in the E7 economies, so those UK or European companies that continue to rely only on their domestic markets could see their market share progressively eroded by emerging economy rivals. (Siemens, 2018)
• As emerging markets mature, they will become less attractive as low-cost manufacturing bases but more attractive as consumer and business-to-business (B2B) markets
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:// Technology and the The challenge is maintaining the quality of care as we explore the intersection between clinical science and tech entrepreneurship. Mental health consumers need to be especially savvy in a digital marketplace filled with apps that make tempting claims about reducing anxiety or improving memory, despite a dearth of hard science to support their effectiveness. A helpful rule of thumb is to look for apps developed in conjunction with major universities or centres of research excellence. Despite these challenges, research suggests that man and machine will meet the future of mental health arm-in-arm. As mental health researchers explore how technology can improve
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mental health, fascinating questions continue to emerge. For example, how do we help humans develop a therapeutic relationship with artificial intelligence? And conversely, if human consciousness does emerge from a machine, how can we encourage healthy cognitive development within a virtual mind? The real future of mental health likely involves caring for more than just human minds. (Baldwin, 2018) So, what are the consumers buying? Lets take a look: • E-Skin wearables • Mood detecting watches • Fitness trackers • Smart home accessories • Smart living utlities • Immersive experiences
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John Lennon - Double Fantasy, Liverpool (Museum of Liverpool, 2018)
Siemens, The Crystal, London 2018
:// Primary Research 11
John Lennon - Double Fantasy, Liverpool (Museum of Liverpool, 2018)
Siemens, The Crystal, London 2018
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New Designers, Dulux Colour Experience display, London 2018
Light Night 2018, Liverpool
:// Primary Research 13
Light Night 2018, Liverpool
Luke Jeram, The Mood World Tour, Liverpool 2018
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initial ideas
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From the beginning I knew I wanted to create a product that is futuristic and emulates the research undertaken in Semester Two. As a starting point I often start with WGSN and Trend Hunter to collectively gather products and consumer trends that are in the market right now, as well as future trends that could help me provide rationale for my ideas. The WGSN report that caught my attention was relating to the use of ‘Shy Tech’. The idea that we can still have devices that blend into the scenery
seamlessly. “Over the past few years, home electronics brands have worked hard to position products less as futuristic tech and more as accessible, friendly home accessories. Key to this approach is styling them to look very much at home. Look books, mood images and trade show booths show tech products nestled into soft fabrics, sitting nonchalantly among books on shelves or fitting right in next to contemporary furniture”. (WGSN, 2018) This trend of seamless technology is a huge factor in the direction I want to go with my product development.
:// Shy Tech 16
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:// Existing Products
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chosen brand
“In a future that is frankly upon us, where cars aren’t going to need drivers, it’s going to be all about the mobility and health experience.” - Fabio Casto, Saatchi (Live, 2018) 19
toyota
I have decided to provide a brand extension for Toyota, innovators in mobility and automobile technology. There was a divide between Toyota or Siemens with their sustainability and work ethos, but the settled brand was Toyota. This is because the research and development from Toyota and Toyota GB PLC is so in depth with high budgets to work with never seen before innovations. Their most recent campaign being self-driving cars at CES Las Vegas 2018. (CES, 2018) The brand also work towards mobility and wellness, providing the consumer with modern approaches to global issues.
at a glance Toyota / Toyota GB PLC Toyota is one of the world’s best known and most successful businesses, building cars and trucks in 28 countries for sale in more than 170 markets around the globe. Toyota has made investment in its UK operations to improve and update its production capabilities and efficiency, helping ensure the plants remain competitive. To date, around £2.75 billion has been committed.
Additional rationale comes in the form of empathy, the brand is named top 10 places to work for in the world (Toyota, 2018), which continues to be promoted with the brands campaign stories. Toyota capitalise on human stories and real issues within disability, providing sports and transport solution to the masses. Furthermore, the use of innovation and future thinking adds brand loyalty. Early adopters are first in queue at events and promote the brand visually online.
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:// Branding Brand name: Sante by Toyota. Sante means health in French, which the company have used in several reports. Rounded font to replicate the already comfortable font used within the consumer electronic industries. Alternatively, tall and computer style font to replicate a digital aesthetic.
Branding: When developing a brand identity for an already existing brand comes with quite a few challenges for them to look similar, but not completely identical. Initially I was looking at vibrant colours, but upon receiving feedback the idea was to use the existing neutrals and pastel shades that I used in my self-help box previously.
Branding elements consist of reflective surfaces, water and liquid art, smoke, powders and neutral colours that are psychologically to enhance your daily moods.
:// Alternative Aesthetics
1. Irridescent theme, too bright and will become outdated quickly. 2. Nude, classic - But could be too similar to major competitiors. 3. Similar to Sem2 design, complimented in feedback. Aesthetically pleasing. 4. Concept of getting fresh air, too green and natural looking for technology. 22
When looking into product development and how I can project my mission statement to the consumer without seeming intimidating I looked at the following solutions: • Chips into the skin • Teeth sensor • Removable tag
• Ear pieces
• Cream
• Smart Spray
• Smart Textiles
• Smart Ring
I also looked in the following device examples to accompany the product: • Alexa style device
• Glass object with moving elements
• Smart ambient lamp
• Shy tech object with fabric textures
• Futuristic acrylic object E.g. cube
• Satisfying trend E.g. Foam, slime
• Glass ball / stress ball
• Soothing blanket / self care kit
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Product Development
image by Roberto Bratschi
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Between weeks 1-3 of this project my focus was on the brand and product aesthetic, I knew I wanted it to look pleasing to the eye but still have the innovative benefits mentioned previously in this body of work. Now with the ideation mentioned previous, the product started to form shape with its brand identity.
the science bit When researching I came across a fascinating scientific discovery that could possibly be implemented into a product: Magnetic autonomous liquid also known as super fluid. :// Super Fluid: (Also known as colloidal robotics, colloids, liquid devices, liquid engineered systems, smart fluid systems) is a fluid whose properties (for example the viscosity) can be changed by applying an electric field or magnetic field. The most developed smart fluids today
are fluids whose viscosity increases when a magnetic field is applied. Small magnetic dipoles are suspended in a nonmagnetic fluid, and the applied magnetic field causes these small magnets to line up and form strings that increase the viscosity. The most current uses of the technology by Audi, where the road conditions can change to suit the weather. Others include reducing vibrations in washing machines, air conditioning compressors, earthquake shock absorbers and haptic feedback in touch systems. (Kumar, 2017) 25
Other smart fluids change their surface tension in the presence of an electric field. This has been used to produce very small controllable lenses, a drop of this fluid, captured in a small cylinder and surrounded by oil, serves as a lends whose shape can be changed by applying an electric field. This area of research was the scientific evidence I was looking for to underpin my research area accurately and realistically. The idea of using liquid as an aid within mental has so many capabilities, which is why I am not researching further to determine what my concept will involve. Soft robotics VS Colloidal robotics: Soft Robotics represents a well-established and fast-growing field of current research, where the robots are conceived as easily deformable objects, based on fluids, gels, and polymers that mimic the mechanical and rheological properties of their biologic counterparts achieving the required compliance matching. (Quadrelli, 2017) Analyses in the THz regime, which is capable of exceptional composition discrimination due to inherently compound dependent fingerprints exhibited in this bandwidth, could represent a potentially interesting approach to enable new science in the THz regime.61 (Quadrelli, 2017)
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more science
The collection and distribution of information within a SFS is fundamental to achieve autonomous behavior, mimicking the biological paths from the sensory afferent nerves to the brain and from the brain to the efferent motor nerves, in biological units. The following functionalities would be required of SFSs: (Quadrelli, 2017) • Information collection from embedded sensors and distribution to active areas, in particular for mobility, through specific communication channels (wired, wireless, depending on architectural choices).
• At the present time, Resistive Switching Devices (RSDs) are gaining significance mainly due to their prospective application in the field of digital memories. 66 RSD can be used to perform analog computing at digital speeds.
• Storage of information through distributed reactions (electrochemical, phase change, chemical reaction) or through functional particles embedded in the SFS, such as memristors/resistive switching devices (RSDs) or standard flash memory cells embedded in floating ICs.
Brands and innovations that are tapping into the technology already: :// Nano Textile: Fabric has been developed that when you feel stressed, it will start taking deep breaths. This aids the wearer to calm.
• Information elaboration/ computation, where learning could be introduced as an electrochemical or configurational state variation induced by a sequence of electrical stimuli or emotional reactions.
:// Liquid BioSensors: Ag-Al battery which is activated by liquids to optimise battery performance, the same could be developed for humans to track health and wellness.
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breathe in... breathe out... okay? let’s go.
image by Roberto Bratschi
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idea development The science is there, so what else can the product do? As a creative, scientific terminology doesn’t come easy to me – Therefore the focus is on getting a basic understanding of how this idea could come to fruition before gathering more ideas and development. The key element in this research is to understand exactly what the liquid will do and what else it can be partnered with to make it worth purchasing.
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“
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Upon reflection, I started to think about the limits of the liquid and second semester research within the home. Part of this research was the psychology of home and where you emotionally attach yourself to each room. E.g. The bedroom was a key area where people like to relax or release all the days emotions.
fluid
device
what is the aim
what is the aim
We know how the liquid could work accurately, but what will its aim be?
On this note I have decided to develop a smart home device that is woken when the liquid is used or if desired.
To provide those suffering with a mental illness a secure and effective treatment within the comfort of their home. This will include the following traits:
These will include the following traits: • Ambience within the home, using colour psychology to enhance the mood. • Immersive air purification so the home will adapt to the users preferred scent. • Projection mapping the room. E.g. Moving water, trees blowing in the wind, sunshine. • Sound will be a key element here including the use of music, ambient sounds, ASMR. • Device specific movement, if the person is sat next to the device full projection isn’t something that is needed. Therefore, the end user could place the device in their lap and watch the device move. • The device is portable, meaning it can be used anywhere at any time. • The internet cloud data will be a factor, linking to medical professionals and to keep record of your habits and mental state for future reference.
• Act as anti-depressant with immediate effect, no drugs or home remedies needed. • Relieve migraines, headaches and body aches. • Detect nerves and stress, instantly moving the liquid around the temples to psychologically distract the brain. • Track heart rate and anxiety levels through daily usage, keeping track through the cloud. • Signal a paired device that can adapt to the environment you are in.
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:// Final Branding 31
:// Three Dots: Resemble the droplets of water when forming a splash, used colours from branding profile and added grain for texture. :// Sante: No change of logo, will be stand alone or in conjunction with dots.
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design
sante 33
With all elements of the device considered using scientific breakthroughs, existing voice technology and internet cloud storage, I realised it was time to start thinking about what it would look like. This initially started with branding, which is where the first step in gaining traction began. The chosen brand is Toyota GB PLC, with rationale of their existing products and services being part of a large existing research and development quarter here in the UK, in Japan and their Sante research laboratory in the USA. This struck inspiration, with research in Sante the name was the perfect choice to develop the branding further, this also translates to ‘Health’ in the French language.
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:// Design Aesthetic
:// Theme
:// Fabric & Textures
:// Aesthetic
Following on from Second Semester the theme is still remaining the same, to be satisfying to look at and unique enough to be a stand out 2050 product. The overall colours to be pastel and calming, using colour psychol
As WGSN reports suggest, a trend prediction for 2025 was that shy tech and tactile fabrics are coming into play. Sustainability is also a huge factor within the modern market, these trends will only grow in the years to come.
I love the idea of movement - Water, waves crashing, powder spraying, flames flickering. I wish to allure the consumers senses into another dimension, meaning the aesthetic has to follow up this underlying message.
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:// Satisfying
:// Architecture
:// Transparency
Slime, foam, water, ASMR In the 2020’s we have seen it all. By 2050 I think that the underlining theme will still remain, only solely digital with a tactile element. The product in my concept will definitely have this element.
Wide, abstract and abnormal is the theme when I think about the overall branding message. The aesthetic needs to provide the viewer with a modern twist to the already pastel trends we are seeing now.
Much like Apple, transparency is key to developing a futuristic feel. This also replicates the look of digitisation within promotional techniques. Not a new idea but key to the consumers journey in the presentation.
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Innovation product design, Bluecoat Gallery, Liverpool
Innovation product design, Bluecoat Gallery, Liverpool
:// Primary Research 37
Innovation product design, Bluecoat Gallery, Liverpool
Innovation product design, Bluecoat Gallery, Liverpool
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Emotional Response, London Design Biennial, 2018
First initial label design on pipette, 2018
:// Primary Research 39
London Design Biennial, 2018
Innovation product design, Bluecoat Gallery, Liverpool
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:// Final Product Consideration
Where to begin when there are so many options out there? Initially the thought process for the design element of the product was to use a cream-based solution and have it in a tin or similar look. When reflecting on what seemed appropriate, and to not seem like it’s directly from a skin care brand I decided to focus on the sleek effect of a pipette bottle. This proved efficient when purchasing samples. Ethically this is also a good choice, as consumers are frequently moving away from the use of plastics and non-eco-friendly materials. Being sure that all products made are enviromentally friendly and 100% vegan too.
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Originally the bottle idea had a traditional black lid, but this appeared to look cheap and non-innovative for the release of 2050. Therefore, I thought about the colour palette and the continued use of grey and white, which initiated a purchase decision to go with silver. Immediately I was much happy with this decision, meaning I had a product under development. When designing labels, the thought process can vary to what the finished product could look like. I initially went for more vivid colour themes and processes, with the theme of smoke and water. This wasn’t the best solution to have as it distracted the sleek and minimalism that is so effective when you think of future trends and solutions.
I had a moment of clarity when processing new ideas, originally the lines on the side where to represent a ruler with a branding idea that the ruler could be part of the brand theme. That’s when the idea struck that this could be an indication of how much to fill the pipette bottle. This included bullet points, using the brand logo and colours. Each level of the device knowing when to fill the bottle was labelled ‘Mild Stress – Neutral’, ‘A little overwhelmed – Pink’ and ‘Urgent help – Blue’. I think using key indications like this will immediately draw together my promotional campaign ideas.
With mental health and anti-depressants, the liquid should still be taken with the same required cautions, too much of a good thing can be a negative solution. Therefore, a clear direction for use and safety label with guided ingredients that could cause a reaction are included. 42
The name of the device is Nesta, a direct anagram from the word Sante. This technique in design thinking is used frequently within technology and automobile brands, therefore this was a decision made to emulate a consistent brand message. In the first stages of finding a device that would suit the overall aesthetic I was going for, collaboration was the key element to my design thinking process. Although this proved difficult, with ceramic artists being busy with client work, budget was out of reach or MA designers where already focused on their own projects. Therefore, I made the decision to start searching for sculptures where I came across vintage paperweights online.
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:// Final Device Consideration
Immediately this seemed like the right decision to make, as the overall branding theme and product consistency was liquid based. I was torn between going for a colourful model or a classic white or other neutral palette. In the end I decided to go for white, as this was my background palette with all additional materials could be running under the same theme. The device looks like moving liquid, which can then represent the idea that device moves around for a more interactive feel. Personally, the decision to leave the product and device minimal and classic looking was deliberate, as when receiving additional feedback through Instagram stories and peers white got the overall vote.
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This was the most difficult element to the design development, proving that packaging was the most important of the whole aesthetic. I knew I wanted it to be vivid in colour to stand out in home environments yet be futuristic enough to appeal to the every day consumers of 2050. Initially this began with paper or plastic based packaging, when thinking about the ethical changes of the consumer environment I immediately decided against this. Through Semester Two this was a key topic that by the year 2050 consumers are moving away from plastic and non-ethically sourced papers.
This led to the development of using glass, firstly looking into box shapes and frosted glass that could have a nice effect when added to colour. I then found dome/bell shapes that worked significantly. This was because you could see the device through it, knowing what the product is inside is an important role of packaging to the future consumer. I then experimented with different aspects to this, by adding a lot of design techniques. These included glue, paint, ink and 3D textures. 45
As the experimentation started to develop into something I liked aesthetically, the idea of using glass ink was the path. I settled on blue tones as the pink began to make it look purple. This was then sealed with mod podge with a sponge to give the effect of water, adding drips with thick glue also added to the 3D dimensions. This was then blended with rubbing alcohol to create a gradient effect, so you could still the device through it.
:// Packaging Consideration 46
i feel like
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i’m so alone
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final :// Product :// Device :// Packaging
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:// user interface
The idea behing the UI/UX was to have the future feel at all time, while still being in the comfort of the users home with easy access. This would apply to smartphones and outdoor access areas to keep consistency. They keyboard would use a glass wall mounted screen with a keyboard using your fingers through augmented reality, from an already existing brand.
Moving forward from the welcome screen, Nesta would be collaborating your mood once you have placed the Super Fluid onto the skin. Using your hand you can rotate the sphere from here to see how you where days or weeks before, the text would change with matching dates. 55
Using the cloud server, the words of encouragement would come from your activity, meaning if you where having a really bad day, it would never critisise you or make you feel bad for having off days. Dates are accurate and results are automatically updated to the cloud.
When selecting a section of interest, the medical cloud connects to Nesta, allowing you access your medical records as well as educate you on the current state of your brain and mind. This will include tips on reducing the levels of cortisol (stress chemical) and include tutorials on acting confident in a socially anxious environment. 56
This is the screen that lets you know we are updating the cloud, meaning you can access your files at any time. You can do this by sitting at your smartphone or computer, speaking to Nesta or if it is an emergency Nesta will update it immediately and alert your GP or therapist.
This shop feature is to promote new products and services Sante by Toyota may want to offer, it can also include occassional car releases from Toyota GB PLC as part of their campaigns. These can be instantly purchased or pre-ordered with your details installed - these can be browsed through by turning your wrist or touching the screen. 57
always look up
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The growth of the wearables category as well as the interest in health and wellness monitoring offers brands a platform to create personalised healthcare management for the user. This in turn could promote a more proactive rather than reactive mentality in people in various categories such as cold/flu remedies as well as vitamins/supplements. The potential for predictive capabilities of wearable healthcare devices would be a significant milestone for the sector. The ability of the device to know that a person is unwell before they do could allow brands to bring personalised product recommendations straight to the user’s wrist. (Mintel, 2018)
:// wearable market
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• Google, Facebook, Apple, and others are adding features to their services that focus on digital health. The approach contrasts typical addictive-by-design software that encourages regular use. • 54% of Generation Z says they find it hard to take a break from being online. • 62% of 16-24-year-olds say their smartphone would be the device it would be the hardest to give up. • 100% of UK households with children have an internet connection (Source: ONS). • 48% of social network users have made some attempt at a “digital detox”. This includes taking a temporary break, deactivating accounts, or cutting down use.
People are becoming more self-aware of the time they are spending online and are pushing back against technology companies that might promote unhealthy tech behaviours. This has led to consumers choosing to actively remove themselves from technology or social networks, with almost half of social network users having done so in the last year. In addition, there is concern from parents whose children’s development may be influenced by a constant access to technology. Should this be a negative influence it can lead to imposed restrictions or removal of the child from technology entirely. 60
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digital detox 62
:// Digital Detox The concept of the ‘digital detox’ has been a growing phenomenon in recent years as people seek to limit the addictive appeal of smartphones and social media. This is primarily focused on boosting attention and mental health or saving time. With the big technology companies and social networks reluctant to reduce people’s usage, people have found their own solutions. This has ranged from disabling notifications and changing colour settings to greyscale (removing colour from the screen or apps to limit distraction), to simply putting the smartphone away for the evening. At 48%, the proportion of people feeling the need to reduce their time spent on social media is considerable. With ever rising smartphone use and an increasing number using social media platforms at work, the need to take a break from such activities could rise further in the future.
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While only one in 10 people have permanently deleted an account, this could increase following the impact of the Cambridge Analytica scandal. Younger demographics have grown up with social media and smartphones, making it an ingrained part of communication and leisure time. While 14% of 16-24year-olds have taken a temporary break from all social media, this rises to 18% of 35-44-year-olds. Of those reducing their social media use in the last year, 21% state they did so due to concerns over their mental health. While there has been concern over the impact of social media on mental health, leading charities such as Mind, Time to Change and The Mental Health Foundation have used it to spread awareness. This has included promoting Mental Health Awareness Week in May 2018 and sharing the stories and blogs of individuals coping with mental health issues.
The Royal Society for Public Health published a report in May 2017 linking social media use with increasing rates of anxiety, depression and sleep deprivation. The organisation called for increased regulation of social media among young people, stating that seven in 10 reported having experienced bullying online. The report ranked Instagram as the worst platform for young people’s mental health, while YouTube was deemed the most positive. (Mintel, Mental Health and Technology, 2018) The rising awareness of mental wellbeing has seen consumers become as preoccupied with their mental wellbeing as they are with their physical health, boosting interest in psychological treatments such as medication/ mindfulness, as well as traditional relaxing treatments such as massage and reflexology. At the end of March, there were 1,254,365
people in contact with services; the majority of these 1,012,781 were in adult mental health services. 280,613 new referrals were received into services during March and 1,705,404 care contacts were attended. (NHS, 2018)
14% of 16-24 year olds have taken a break from all social media, rising to 18% for 3544 year olds.
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com
pet itor s
:// Siemens: • Siemens AG, £37 billion • Electronics and engineering are the front of Siemens innovation, driving the new consumer electronics field each year. • Smart home and health care are now being developed, a major competitor with similar mission statements. 65
:// Nissan: • Nissan Automotive, £106 billion revenue • Innovating in the wearables space connecting the human body to a car • Investing in new technology within health, but not directly aiming at mental health meaning the competitive advantage is there.
:// Amazon Com Inc: • Amazon Com Inc, £193 billion • Innovating within the smart home environment, creating voice assistants for the consumers homes. • The future is still bright for Amazon, by 2050 they could have tapped into any industry innovating the space.
:// Philips: • Philips, £20 billion • Historically known for healthcare and lighting, Philips are innovating in smart home technologies. • Major competitor in the ambient field, but with voice assistant and mobility innovation we have advantage.
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TATE Liverpool, 2018
Siemens at The Crystal, London 2018
:// Primary Research 67
Light Night 2018, Liverpool
3 Network digital experiential campaign, 2018
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Liverpool Biennial, 2018
London Design Biennial, Somerset House
:// Primary Research 69
Uniform emotional intelligence, Catalyst Programme
Future of the living room, FACT Liverpool
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consumer overview
(See market report document for full consumer profiles including ACORN categories) 71
primary hello ciandra, Ciandra Kelly, 31 • Works full time as a teacher • Interest in research, homewear, new technology and cars • Diagnosed with social anxiety • Has few friends, is single
Professional adult 21 - 70 (working ages) All genders - Neutral Disposeable income
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secondary hello paul, Ciandra Kelly, 45 • Works full time as a nurse • Interest in family time, cooking, shopping and social media • Diagnosed with depression • Has a lot of friends, married
Buyers for private schools and healthcare To support patients/ students in specialist care
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tertiary
hello luna, Luna Kelly, 45 • Works full time as a nurse • Interest in family time, cooking, shopping and social media • Diagnosed with depression • Has a lot of friends, married
Buyers for private schools and healthcare To support patients/ students in specialist care
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My BA and past creative career has been specific to photography and imaging, meaning I have an extensive look and rounded experience in photographing my promotional ideas and projects. As an art director, this element came into play when developing promotional techniques and ideas for this project, this started with a mood board on what type of lighting I wanted and if there were any graphic design elements I may want to introduce.
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This shoot was to include a promotional campaign style photo shoot that emulated the water and fluidity theme within the human form, creating an abstract approach to a traditional demonstration of the product being used. The following mood board was sent to a carefully selected team to get the correct aesthetic for the overall branding. This team consisted of: Photography & Art Direction: Myself Assistant: Dean TJ Marshall Makeup Artist: Andrea Baines Models: Ivy Kusaloka. Eleanor Prestwich and Joe Matthew Zac The initial idea was to use ink, colour liquid matching the branding palette, powders and water to create splashes and interesting textures to the model’s skin. These images are then going to be used to put the product to market, in a creative promotional campaign. 76
The following mood board represents the more laidback and casual aesthetic to a promotional shoot, much like big brands Apple, Google and Amazon use in their video and still campaigns. The setting will take place in a hotel, with a male and female perspective of living their usual routines with the product and device in full effect of an everyday consumer. The initial idea for the shoot was to have emotional and responsive messaging throughout, with a realistic feel to what the product could look like in the consumers own home environments.
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:// The Year 2050 When developing a promotional campaign for 2050, the design thinking process comes with many obstacles as you are not only providing the consumer with future thinking ideas, but you are predicting the future.
• The Future Consumer:
In this case, the future of mental health, home and living situations as well as future technology within promotional landscapes will have changed drastically in the coming years.
Life expectancy is predicted to drop to 88, with a conscious consumer mindset. (Siemens, Globalisation of The Future) Consumers want all products to be ethical, sustainable and transparent at all times.
Upon entering The Crystal in London a lot of information was provided into the future of consumers, with a predicted 727 million of us resigning to Europe in 2050.
Furthermore, the overall ideas are to adapt to current changes at a higher scale with a focus on digitisation and urbanisation.
These are key drivers for developing a campaign plan that is innovative yet solves a key global issue in 2050. 80
Light Night, Liverpool
John Moores Painting Prize, Walker Art Gallery
:// Primary Research 81
Light Night 2018, Liverpool
TATE Liverpool
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/ Gain international traction / Aim to gain an emotional response, yet be abstract / Target potential customers in the spaces they use when they are feeling down. E.g. Taking a walk, exercising, drinking etc.
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Campaign aesthetic inspiration was ultimately the new Dramatically DIfferent campaign by Clinique. The brand used experiential activation and events as well as heavy creative imagery. The campaign had a strong internal message, yet was abstract and innovative.
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:// campaign aesthetic
:// Theme
:// Colour
:// Mission
As the product is a liquid based robotic, the idea is to keep this running through. As liquid splashes are aesthetically pleasing, this was ideal to the tones used throughout. This is also a creative outlet for a medical / tech product.
Consistent with the existing colour palette, the same will remain. Only with an additional theme of dark tones due to some images and ideas being showcased in the night time or in dark settings like a bedroom. 85
I want to stand out from the crowd, I want people to see the campaign and instantly want to find out more. I want the splashes to feel as if you can feel them too. I don’t want to provoke emotion too much as it’s a sensitive topic.
:// Emotion
:// Generation
:// Initial Idea
I want to provide a feeling of empathy and progression for the future while still remaining with Toyota’s tone of voice of individuality, motivational and positive. I think this would paint the topic in a whole new light.
With my target market being varied, different ads will be going in various places specific to that target market. I want 2050 to look like an upgrade version of the world we live in now, not flying cars and unrealistic sci-fi.
To empower those with mental health illnesses, providing the aid they need to survive without the help of medics.
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“Splashing thoughts� is the campaign name, with a narrative within.
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:// Price :// Primary:
:// Secondary:
Premuim Package
Standard Package
£69pm / £828 annual
Face oil & application accessories: £150
Access to all applications within the device, unlimited skill set additions, home device installed with regular check ins and maintence, Sante Care No fee to update to new device Consumers will have to be an existing customer of Sante by Toyota to upgrade.
Home device with set up included: £350 Home device without set up: £250 Online database / medical assistant: £300per year £50 fee to upgrade to new device
market report 101
These prices are what Toyota’s customers are provided with, extending brand loyalty. As the mobility services Toyota R&D usually develop is quite different to mental health services, the production budget has to be raised slightly to effectively test the usability and health and safety of the device and fluid, as to not put consumers in harm’s way and avoid future implications.
Toyota will not only be innovating the mental health industry but also adapting on innovation trends that provide a need for the device, increasing the company’s profit margin by a large amount. Trust will continue to grow throughout individuals, schools, medical professionals and technology brands.
Toyota production bracket: Toyota Research Institute: £1bn funding $100mil investment from partners Device budget: £90mil Testing / usability inspection: £10 mil Marketing budget: £25mil: - UK Marketing only: £5mil - Global marketing: £20mil (Toyota GB PLC, 2018)
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With innovation technology in the year 2050 being immediately advanced, it’s important that Sante (by Toyota) are always ten steps ahead. Adapting the future way of living through globalisation, urbanisation and ethical transformation the year 2050 is looking increasingly advanced, but not as you may think. In a recent personal survey conducted on The Future of Feeling, the questions on where individuals see human kind in the year 2050. Out of 121 responses, 57.8% of respondents said they see the future pretty similar to how it is now, only slightly more advanced (Apx. 1) Compared to the 9.1% who said they envisioned flying cars and solely digital world. Through this personalised research, the product is able to adapt to the current way of thinking allowing for a more realistic approach to placing the product within a saturated market. The products will be made in ‘Burnaston’, one of Toyota’s global eco-factories, placing a special focus on finding new ways of using sustainable energy, eliminating waste and reducing the impact of operations on the local environment. 103
:// Place Primarily the product will be launched in the UK, based on what market research is available and accurate pricing. Research and development would be in Silicion Valley, USA based in their R&D HQ. • The device will be launched in limited release online at www.sante.com in November 2049. • It will then be publically available from June 2050. • Devices will also be able to purchase at vending machines and pop up stores / vans / cars around the UK - Using touch ID to buy and activate.
• You will also be able to purchase through private healthcare and schools who have partnered with Sante by Toyota. The school will take a 10% commission of sales made my parents or the individual consumer. The school or doctor will not need to buy in house stock, they are able to purchase on demand. • Delivery: 1 hour drone delivery to premium users. 2 hour self driving van delivery to doctors etc 4 hour self driving car delivery to basic users.
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Toyota (GB) PLC is the company responsible for sales, marketing, after sales and customer relations for Toyota and Lexus in the UK, employing almost 300 people at a landmark headquarters building in Surrey. The sales performance in past years has consolidated the UK’s position as one of Toyota’s strongest European markets. It has regularly been listed in the Sunday Times 100 Best Companies to Work survey, achieving it’s highest ranking yet in 19th place in 2018. (Toyota UK, 2018) With a sensitive topic, comes a need to be as compassionate as you can be. With Toyota’s current employee base of 400 in the UK, Sante will open a HQ of 100 staff members,
which will be all trained in emergency mental health help and first aid. These 100 members of staff will be the only human interaction of the human kind consumers will interact with. These will include and are not limited to sales, marketing, direct customer service, emergency help line and medical affiliates. Staff members would need to have an interest in innovation, design and research within future development. Mobility and diversity is a key strength within Toyotas business, Sante will follow suit in aiming to be the top employers of the diversity act. All employees, consumers and brand extensions will be treated with the same respect.
:// People
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Artificial Intelligence: Any interaction and issues with the cloud will come from the programmed AI that is in the device Nesta. The voice activated home device will be the human form of interaction, while in the background there will be full service protection, usability inspections and firewall development to avoid any data harvests or virus.
Tone of voice: Human or not, their needs to be a softer element when dealing with all consumers of every level. Professional yet still humane enough to develop a realistic and transparent approach to make consumers feel at ease and happy to continue with the services of Sante.
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:// promotion Predicated for 2050 the promotion strategy of the promotion has undergone the relevant research to underpin where and why the future consumers will be in the places they will be. In an article by The Future Laboratory on what London will look like in 20 years, they touched on multiple subjects such as transport, tourism, restaurants and theatre. One particular subject was the high street “London’s unique streets, byways and thoroughfares date back, in parts, to Roman times, and have continued to grow and develop over the past 2,000 years. So, 20 years won’t really change the fabric of the city that much – unless, of course, we suffer another calamitous event such as
The Blitz. Retail will continue to dominate our high streets, and here it’s all about the plural. Expect to see smaller neighbourhood strips and clusters continue to develop as London becomes more diverse and new centres of creativity ferment in hitherto unpopular areas.” The article suggests that the world we live in will remain the same, just slightly more updated which is a key strategy point to developing a promotional technique without taking it too far out to 2100 instead of 2050. The following romotion techniques innovate the current trends and platforms that exist today.
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1/20
pre-release
Splashing Thoughts: The cards above are spread around key cities in the UK to tease the product before initial release. This is to spark interest and make societies days that little bit brighter. This idea is heavily inspired by the Random Acts of Kindness movement that still continues to thrive years on. 110
CES Vegas - Official live product testing Consumer Electronics Show is the biggest innovation technology exhibitions in the world, known for brands taking their new releases to excite technology fans and marketers globally. With this in mind, I have designed an experiential trade show stand, using the senses as a key engagement tool with a hands on yet relaxed approach. Including: • Project mapping rain • LED video play on all walls
• Home interior based, to give a sense of comfort where you can take a moment to sit and test the products.
• Floating ad campaign screen
initial release
• Scent from Nesta in the room
• Social engagement, using the experience economy to bring attendees attention to the stand, giving a lasting impression. CES Las Vegas takes place in January annually, meaning the initial release of Sante Super Fluid and Nesta devices will be January 2050. With consumer release in March 2050.
2/20
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March 2050 is the official campaign launch date, where consumers can preorder the product to be in their homes for April. The campaign starts with the modern newspaper, although many would say the format is dead - E-Ink has been developed to place digitial LED screens on national transport links that change daily.
splashing thoughts
The ad would be a paid advertorial introducing the product to a wider range of people who use the tube. Additionally to the first release advertorial, there will be the future of billboards and blimps. This consists of clear acrylic sheets floating in the sky that project video campaigns for advertisers. Target reach is over 1 million people in the UK over the 4 months the campaign is aired.
3/20
The videos and images would change, reacting to elements such as weather, current news etc, portraying messages. 115
4/20
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These billboards where designed by international architect Zaha Hadid in 2018, with an aim of changing the future of billboard design. I have used this as a more relevant and not too far fetched out of home campaign, using digital billboards that can change the campaig through day and night.
digital out of home
This reflects the nature of the human cycle, out and about in the day and sleeping in the night.
5/20
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6/20
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The overall mission statement for the promotional campaign is to target areas in a non threatening way to where individuals with mental health illnesses go to to relieve stress. Following on from the personal survey conducted, I found 45 out of 137 respondants like to eat or drink alcohol when they are under certain stresses.
digital out of home
As alcohol releases the stress chemical cortisol (NHS, 2016) I want the message to appear uplifting, rather than promoting alcoholism.
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Following on from first semester research, the focus was on experiential marketing and projection mapping. The idea is to have a motion graphic projection in theme of the water, attracting consumers in key cities across the UK. This will gain attention through media and future social media usage, with emphasis on holographic video and smart watch views.
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experiential
This campaign will lend itself to the developmenet of future thinking architecture, opening new paths for marketers to really play around with new structures. I hope to create a trend with this.
While future marketers will debate that television advertising isn’t working the way it used to, I think this is because it hasn’t been adapted to future use yet.
12/20
An existing product developed by Samsung is a TV image gallery, that can portray abstract images through when not in use. Using 3D holographic design graphics. Tapping into this existing technology by being the first brand to advertise in a personal space, the ads will be sensitive with a full video campaign aimed at using empathy as a driving tool for personal based leads.
future living
The video campaign will have the same liquid theme but with a more personal response, rather than abstract.
11/20
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Running through April the campaign will start to release pop shops that can be activated with AR for remote areas as an alternative shopping style. The pop up shops are in cars, designed by future marketing agency Space 10 Journal, who create new innovative practices to an already saturated area.
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The shops will be dedicated chill out areas, where consumers can try the product first hand before purchase, which can be done if you touch the side.
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13/20
In a survey conducted by Mintel we have found that 20% of the people asked, said they go to a monthly spa retreat to release any built up stress or tension they feel they have. As previously stated in Semester Two, yoga and saunas where the biggest trend of 2017, with new immersive experiences being developed each day. By 2050 I predict that personal and immersive spa’s could be the future of brand activations, using Sante technology we could be going to a spa with our records at hand.
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down time
Being able to update our current mood states to the cloud and interacting with others in a similar situation.
In 2018 we are all connected whether that be on our phones, computers or smart watches. With the future of wearable technology expected to rise to 60% by 2045 (Statista, 2018) you can clearly see a growing market for social media usage being implimented into the devices.
14/20
future social me
The campaign will run paid reach campaigns through social platforms, using augmented reality as the core innovation platform. The campaign will run off the Splashing Thoughts imagery.
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At CES Las Vegas 2018 Toyota unveiled their self driving car concepts to the public, including a collaboration with Pizza Hut with self driving delivery options. Sante is part of Toyota, so a promotional element seemed relevant to the research area of innovation technology. The idea below is that the individual will be approached by Sante to place a projection advert onto their car windows, whilst being paid for it.
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The self funded promotional technique has the ability to reach hundreds of people every day while on the road. The individual can choose between different advert packages upon agreement, such as 1 day for £100, 1 week for £800 or 2 weeks for £2000. Using a promotional techinque like this could improve the lives of many, as well as provide the economy with more funding towards future innovations in this space.
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15/20
Traditionally in cognetive therapy, the main activity to step back and take time to focus on your thoughts is talking a long walk in the park. Using this to it’s full advantage, the idea is to use innovative pods in public spaced with seating areas. Using digital technology these would be used not only for existing customers, but for new individuals to experience the benefits of sante in remote locations.
16/20
initial release
The pods feature digital stepping stone that you can follow to the pod, as well as touch technology on tables to interact with. These will play calming videos, usign scent and sound to provoke the senses.
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:// Facial Recogniton:
17/20
Since the release of facial mapping from Snapchat in 2016, brands have been tailoring experienced to target new opportunites. The aim of the facial recognition system is for the AI bots in the cloud determine a wide range of emotions, always learning new ways of interacting with humans. Basic interests, needs and mood states. 132
Sante has a core responsibility of always being aware of social changes of consumers at all times. One of the most stressful times for humans is commuting into work.
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18/20
Feeling like the world is on your shoulders is becoming increasingly harder to escape from when we are always connected to digital aspect of our lives. A key research area in this body of work was looking into technology brands and people taking part in digital detoxes. With this in mind, the campaign continues with an experiential and branded no phone zone, a full hotel enviroment where people can come to switch off.
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down time
All devices are taken from them, with Sante Super Fluid and Nesta devices in the rooms. Users are encouraged to interact with one another or simply relax in the comfort on their own rooms alone.
:// Soothing Shopping Although more often than not retail therapy does more harm than good, much like alcohol, it is also one of the key relaxation method in millennial purchasing culture. With trends such as ‘Crazy Plant Lady’ and Homesense and IKEA creating branded utensils with Virgil Alboh, the element of relaxation couldn’t be ignored for the campaign.
retail therapy
The utensils will be sold in department stores such as John Lewis and Debenhams to promote the brand, while being aesthetically pleasing to the eye.
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Although traditional usage of virtual reality will become outdated by 2050, the development of the technology will only improve. With new innovations such as digital contact lenses, we can get the world at your fingertips. To finalise the promotional campaign, an online interactive game will be released for those who interact with virtual reality. The game has lots of areas within the home to press and immerse yourself with the brand.
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campaign plan The following campaign plan is an overview of the marketing strategy that would be implimented from 2048 to 2051. With the nature of the product, a lot of time has been spent on research and development before releasing a skin based wearable to the market.
2048
2049
Research Product development Initial Testing Further development Device engineering Creative branding Usability inspection Teaser at conference Campaign production Pre-release cards are put out on transport Initial release at CES Las Vegas 2050 Splashing Thoughts campaign launches Pre-order for early adopters is released Testing pop ups are launched across UK Measureables and ideation for 2052 139
2050 (Jan)
Research & Development Initial launches Promotional campaign
2050 (Mar)
2050 (Apr)
2050 (May)
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media plan Focusing more in depth than the campaign plan, the following media plan is a summary of what specifics are happening when the campaign launches. This focuses on 2050 as a whole to be consistent with the budget plan, with a precise margin from Toyota.
2050
Jan
Feb
Pre-release cards 5x7 postcards 1 week on all tube stations CES Las Vegas 20ft x 20ft stand 3 days including set up E-Ink Newspaper A4 acrylic LED screens 2 months with x3 varied ads Floating billboards 2mx1m glass sheets, projector Full 4 months of campaign Zaha Hadid Billboard Full digital LED, Earl’s Court 3 months with reactive ads Chocolates - 10k bars Alcoholic drinks - 20k labels 1 week in selected areas Experiential projection 40ft x 30ft 2 weeks in selected areas Samsung LED TV frame 52� personalsied ads 2 weeks national Pop up interactive shops 15ft x15ft, staffing needed 4 weeks in selected areas Spa treatments Cloud server 30ft x 30ft, staff Full 4 months of campaign Social media AR watched Paid social 10x digital ads 3 weeks on campaign Personal car promotion LED player stickers 1m Run for 4 months, customer pays for time promoting Park time out pods 20ft x 20ft with floor decals Full 4 months of campaign Facial recogntion AI bots Cloud server, scanners 2 weeks in all train stations Reset areas - no phone zone 100ft area, full hotel, staff Full 4 months of campaign
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Mar
1 - 6 days 1 week 2 weeks - 4 months
Apr
May
Jun
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budget plan
Toyota UK marketing spend: £5 million
Below in an in depth budget plan for all promotional items, the total reflects the innovation valure and digitisation of the economy. From 2050 onwards we hope that the prices start to get lower the more mainstream certain areas become. £3 million of the budget has been deducted for research and development purposes, as well as testing in 2049.
Activity
Quantity
Price
Total
500
£180 per 100
£720
1 reserved stand 10 staff Experience design
£25,000 stand rental £700pp per day £10,000 design
£63,000
E-Ink Newspaper A4 acrylic LED screens 2 months with x3 varied ads
200
£120 per acrylic LED
£24,000
Floating billboards 2mx1m glass sheets, projector Full 4 months of campaign
100
£550 per glass sheet £400 per projector
£95,000
Zaha Hadid Billboard Full digital LED, Earl’s Court 3 months with reactive ads
1 per day (90)
JCDecaux £200,000
£600,000
Chocolates - 10k bars Alcoholic drinks - 20k labels 1 week in selected areas
10,000 bars 20,000 labels
£1.50 per bar £2 per label
£55,000
1
£10,000 projection project from outsourced agency
£10,000
Own home item - 10 ads
£1000 per ad £10,000 for routine weekly
£20,000
6 pop ups
£15,000 per pop up £250pp per day Staff work part time
£93,000
2 spas 10 staff Server engineer
£22,500 per spa £250pp per day Staff work part time
£54,000
10 pay per click ads £10.50 est. 10,000
£105,000
£315,000
Personal car promotion LED player stickers 1m Run for 4 months, customer pays for time promoting
500 LED smart stickers
£300 per sticker
£150,000
Park time out pods 20ft x 20ft with floor decals Full 4 months of campaign
6 pods Server engineer
£10,000 per pod
£60,000
Facial recogntion AI bots Cloud server, scanners 2 weeks in all train stations
2,563 stations
£20 per AI system £1000 cloud engineer
£52,260
Reset areas - no phone zone 100ft area, full hotel, staff Full 4 months of campaign
1 buliding 30 staff Interior design
£100,000 hotel £250pp per day £10,000 design
£122,000
Pre-release cards 5x7 digital postcards 1 week on all tube stations CES Las Vegas 20ft x 20ft stand 3 days including set up
Experiential projection 40ft x 30ft 2 weeks in selected areas Samsung LED TV frame 52” personalsied ads 2 weeks national Pop up interactive shops 15ft x15ft, staffing needed 4 weeks in selected areas Spa treatments Cloud server 30ft x 30ft, staff Full 4 months of campaign Social media AR watched Paid social 10x digital ads 3 weeks on campaign
Total: £1,713,980 143
dive in to a new you
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degree show In Semester One, I focused on the experiential and immersive arts industries and how they push the boundaries of storytelling through interactive displays to promote a brand. With this in mind, I started to develop a theme within my project that could interlace all of these research points and engage the viewer with my project. This began with my self help box in Semester Two, immersing the viewer to engage with each page with an activity in relation to the senses. While the senses are engaged, viewers are 85% more likely to be instantly loyal to the brand and engagement levels instantly strike, with key recolection of the event for weeks to come.
The finalised degree show idea: Initially with the mood board below, I wanted to use an interaction point that wouldn’t involve too much space. After some thought and reflecting on the research conducted in Semester Two I thought of involving the psychology of the home. Using comfort as the tool, bringing branded interaction with a sensitive subject area. The degree show will include: • Edible contents such as chocolate and mints. • An overhead box aimed for the viewer to take a moment to ‘step back’. This will include video, sound, smell and projection visuals.
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• Interaction elements from writing your thoughts and throwing them away, seeing the product first hand, listening to soundscapes, colouring, reading, playing a game and much more.
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The following body of work is a representation of the future and where innovation in a new field could take the human mind. Mindfulness isn’t new, yet the product is. With brand-new ideas comes a varied amount of challenges. Testing, collaboration and in-depth research is a key element to Toyota’s brand strategy. Therefore, the mission statement for this project is to develop a new way of dealing with mental health. No more waiting lists, a kinder and whole-hearted future is upon us if a product as such comes to fruition. We need to speak up, teach our children that it’s okay to not be okay and that no matter how stressed, the world will still be there tomorrow for a fresh start.
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future predictions
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The Future Is Kind: While current affairs would have some wanting a route to escape, I think with empowering influential people and innovations in the market place we could be on the way to a more empathetic world.
The Future Is Sustainable: With new developments in the area, eco-friendly and local sourced products are key to the future. With the new ban on straws and the consumers being aware of plastic packaging are only the beginning, I believe the more we innovate the less the world must pay for it. The Future Is Driven: With those barely getting by, homelessness and unemployment being problematic in our world today, I believe if we teach and communicate with one another in a new way, we could have a world of new business models and products that change the way we deal with issues. The Future Is Digital: Digitisation isn’t a new idea, with trend reports and brands tapping into this we are already seeing a significant difference to the way we live. Always being connected can only be a good thing, although detox movements are being made to take a step back, we will be able to communicate in ways we didn’t think possible in the future. The Future Is Female: Sexism and female empowerment has taken a new step up in today’s world, the #MeToo era and other campaigns are changing the elements of human interaction as we speak. In the future there will be more female CEO’s and other high-profile employers, equal rights and pay will be a problem of the past and new laws will develop to make sure it doesn’t happen again. 148
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conclusion The following body of work was in response to Semester One and Semester Two research, where I focused on experiential and immersive marketing techniques.
could innovate the future as we know it. The work produced in this body reflects a personal statement and interest that is applicable to the many, crossing critical analysis viewpoints and demonstrating the ability to justify an idea to realisation.
I then developed my design-based thinking to where the future of mental health meets technology, basing new ideas and concepts into an interactive self-help box to lure the reader with their senses. My development then progressed into a concept product that combined all these elements into a brand new, never seen idea.
This has then developed into an interactive exhibition display, using the senses as a key driver in understanding the message. Welcome to Sante by Toyota. Allure Your Senses.
Throughout this body of work, you have followed my path of development and related to the concept through my personal journey of answering a design brief.
All of the words cited are written by myself, Emma Louise Carney. All imagery that is not my own has been referenced and clearly stated. All views and criticial analysis are my own opinions, with emphasis on personal progression.
Through contemporary practices and in depth contextual studies, I believe I have tapped into a subject that isn’t new but put a fresh and appealing product that
MA Fashion and Lifestyle Promotion / 10,200 words. October 2018
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secondary Labratory, T. F. (2018). A nanomembrane patch that transforms human skin into a sound generating speaker. Labratory, T. F. (2018). Inspiren. Health startup reduces patient vulnerability with new tech. Live, C. (2018). Future Holds Connected Cars. Retrieved from Campaign Innovation: https://www.campaignlive.co.uk/article/future-holds-connected-cars-2017beyond/1442835 Minimal, M. (2016). The Happy Show at Moca. Retrieved from http://www.minimallyminimal.com/blog/the-happy-show-at-moca Mintel. (2018, July). Digital Health On Developers Minds. Retrieved from Mintel UK: http://academic.mintel.com/display/915632/?highlight Mintel. (2018). Mental Health and Technology. Retrieved from Mintel UK: http:// academic.mintel.com/display/894473/?highlight#hit1 Mintel. (2018, June). Wearables that can track when you are going to get sick. Retrieved from Mintel UK: http://academic.mintel.com/display/814971/?highlight NHS. (2018). NHS Key Statistics. Retrieved from NHS Mental Health Organisation: https://digital.nhs.uk/data-and-information/publications/statistical/ mental-health-services-monthly-statistics/mental-health-services-monthlystatistics-final-march-2018 PWC. (2018). The World in 2050. Retrieved from PWC Global: https://www.pwc.com/ gx/en/issues/economy/the-world-in-2050.html Quadrelli, A. C. (2017, July 4). Smart Fluid Systems: The Advent of Autonomous Liquid Robotics. Retrieved from US National Library of Medicine & National Institute of Health: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5515117/ Siemens. (2018, January). Global Economy Report January 2018. Retrieved from Siemens Technology: https://www.siemens.com/industryjournal/pool/02-2012/11_ study-pwc-world-in-2050-industryjournal-02-2012-en.pdf Swain, F. (2018, June). New Scientist. Retrieved from Nano Infused Black Goo: https://www.newscientist.com/article/2171782-nano-infused-black-goo-isincredibly-stretchy-and-self-repairs/ Toyota. (2018, July). Annual Company Background Report. Retrieved from Toyota GB PLC: http://media.toyota.co.uk/wp-content/files_mf/1526917964180412MCompanybackground.pdf
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survey overview Q1: Firstly, how old are you? A: 36.4% - 22-25, 36.4% - 26-39, 11.5% - 50+, 9.9% - 40-49 Q2: Can you tell me what you do? A: 71.9% - I am a professional in full time/part time work. 7.4% I am a student. 6.6% I am looking for work. 3% are casual/stay at home. Q3: Do you think there is a stigma attached to mental health issues in the UK? A: 96.7% said yes, 3.3% said no. Q4: Would you consider yourself to have a mental health illness? A: 53.7% said yes, 21.5% said no, 24.8% said they aren’t sure but they do get stressed sometimes. Q5: Have you ever had medical/professional support for your mental health? A: 56.2% said yes, 43.8% said no. Q6: Tick all those that relate to your support network: A: 62% said NHS, 89.3% said friends, 84.3% said family, 32.2% said therapy, 10% said organisation helplines. Q7: Do you get stressed at work, at home doing tasks or in school? A: 92.6% said yes Q8: What do you to relieve stress? A: 64.5% said friends, 45.5% said physical activity, 49.6% said a hobby, 44.6% said play a game. Misc include taking a nap, clean, drinking alcohol, restrict food, medication, read a book, smoke, meditation, family. Q9: Think about 2050, what is your vision of the future? A: 58.7% said pretty much the same, just an updated and more digital version. Q10: With the device I am offering, those suffering of mental health could decrease by 50% as well as cute the NHS costs/queues, is this an impact that would change your purchase decisions? A: 77.7% said yes, 22.3% said no. Q11: This devicde could change your life, for others you may just be interested in the technology. Which consumer are you? A: 42.1% said the one who genuinely needs the help, 21.5% said the one who thinks this may be a gimmick, 14% said the one who loves the technology, 12.4% said the one who would buy for a friend or family member.
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Emma Louise Carney MA Fashion and Lifestyle Promotion
