process
book
Jacquie Shaw ~ DESN 420 ~ April. 17. 2014
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II
I n
T h i s
B o o k
1.0 Introd uction 2.0 Narritives 3.0 Preliminary Research 4 .0 Directions 5.0 Iterations 6.0 Semester Overview 7. 0 L o go D e v e l o p m e n t 8.0 Brand Development 9.0 Engagement Wall 10.0 The Space 11.0 Concept Video 12.0 Final Maquette 13.0 Notes For Implementation Fo r O t h e r A c t i v i s t To p i c s 14.0 Final Notes + Acknowledgments
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F I R S S E M E T E R 2
T S -
I N
T H I S
S E C T I O N
1.0 Introd uction 2.0 Narritives 3.0 Preliminary Research 4 .0 Directions 5.0 Iterations
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S E C T I O N ~ 1 introduction
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I N
T H I S
S E C T I O N
1.0 1.1 1.2 1.3
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Problem Space Design Opportunity Design Objectives Thesis Statement
1.0
Problem Space
~
The current portrayal of marijuana in North American culture does not accurately reflect all of its users, and damages the conversation around legislation and appropriate use. Not only does the visual language of current marijuana culture misrepresent a large demographic of marijuana users promote a style of use that is excessive but also appeals to a young audience, it additionally creates and feeds into stigmas and stereotypes that are detrimental to any positive conversation about marijuana. By examining the problems in marijuana visual culture, comparing presidents and researching and referencing linearly to cultures that are successful I hope to create a brand and design campaign that works to deconstruct the current stigmas and stereotypes surrounding marijuana.
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1.1 Design Opportunity
~ Originally I thought the opportunity afforded by this problem is to evaluate current marijuana culture and create a ‘new’ marijuana culture that neutralizes the audience, removes current stereotypes,promotes adult usage and enables rational discussion and education around marijuana.
But through research as well as conversations with peers and others involved in marijuana culture I realized the ‘new’ culture I wanted to create already existed. This moved my opportunity instead to promoting a culture that already existed but is often over looked due to the current depiction of marijuana culture.
1.2 Design Objectives
~ The objective of this project is to create a visual brand that leads to a new conversation around marijuana, and find a way to attach it to marijuana culture. This new brand an conversation is one that moves away from the political and medical conversations that
currently monopolize the discourse around marijuana and represents a more realistic demographic of marijuana user. This new brand surrounds a three tiered system of brand, discourse and education.
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1.3 Thesis Statement
~
Through brand, discourse + education I want to promote a culture that engages in and enables a reasonable conversation around marijuana that deconstructs current stereotypes and stigmas Throughout the process of research and design iterations my thesis changed. Originally the thesis included this project being about creating a new culture, but as I continued research and conversations much like the project opportunity my thesis evolved to speak to the fact that the culture I wanted to create already existed.
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S E C T I O N ~ 2 narratives
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I N
T H I S
S E C T I O N
2.0 Audience
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2.0 Audience
~
From my narratives, original objectives and talking with peers I decided that the audience for my project would be people who engage with marijuana but do not engage with current marijuana culture. The secondary audience are those who don’t often engage with marijuana or marijuana culture and the mainstream.
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2
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3
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S E C T I O N ~ 3 preliminary research
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I N
T H I S
S E C T I O N
3.0 Summary 3.1 Precedents 3. 2 Language Survey 3. 3 Word Drivers
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3.0
Summary
~
Through my previous research I defined the problem space of current marijuana visual culture’s effect on the stigmas and stereotypes created and perpetuated in mainstream culture and society. From this I moved onto looking at current marijuana culture and the conversations taking place surrounding marijuana and its use. Currently most of the dialogue around marijuana is politicized or is about the medicinal benefits of marijuana use. I looked at how visual culture is being used to accompany these topics, but still found that the visual culture still referred heavily back to current marijuana iconography. I started to research laterally looking at cultures that parallel the audience I wanted to create a representation for and have begun looking at coffee, foodie, drinking and tobacco culture for both visuals, traditions and associated behaviours to integrate into my branding strategy for a new marijuana culture.
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3.1
Precedents
~
C u r r e n t C u lt u r e The current visual culture of marijuana is influenced by and saturated with “trippy� hallucinogenic imagery influenced by the 60s and 70s, childlike cartoon imagery, and culturally appropriative imagery derived from Rastafarian culture.
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political + Medical marijuana More recently there has been design applied to the medical and political conversation surrounding marijuana. Although many of these are executed well they still rely heavily on existing iconography which carry the current stigmas of marijuana
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d r i n k i n g C u lt u r e While looking at the concept of rebranding marijuana I thought that creating packaging would be a way to grow a visual brand. I looked at the precedent of current alcohol packaging and how it contrasted with any packaging of marijuana products for medicinal use. A main point of contrast between alcohol packaging and marijuana packaging that I noticed is that most marijuana packaging often includes marijuana iconography which I felt is counter productive to the cause of making marijuana a respected medicine.
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3.2
Language Survey
~
The purpose of this language survey was to provide some insight into the language used surrounding marijuana and marijuana culture. There was a series of questions asking participants to select words they use while talking about marijuana (the substance + the consumption), if marijuana should be given a new name, what words they use while talking about marijuana users and what words best describe marijuana culture + users. From this I found that more people had positive feelings towards more informal language surrounding marijuana, felt it was something mainstream and that it didn’t need a new name, just a new image.
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3.3
Word Drivers
~
From the language survey and talking to peers I picked out words that I felt related to my audience and how they perceive marijuana culture and how they feel it needs to be perceived by the mainstream
fun
creative
laid-back
approachable
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S E C T I O N ~ 4 directions
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I N
T H I S
S E C T I O N
4.0 Publication 4 .1 Environment + Experience
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4.0
Publication
~
lifestyle gathering celebrity many interests culture well defined audience
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different themes each issue interest around lifestyle exposure through essays + photos events + meet-ups able to relate marijuana to everyday
toc: issue gatherings
letter introducing issue focus
importance of gathering
how to plan an event
style + community
photo essay: spending time with friends
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recipes
4.1
Environment + Experience
~
TASTING ROOMS
NICHE MARKETS
experience while teaching; refinement
novelty
established culture + traditions
niche market draws in large audiences
socially engaging STARBUCKS/COFFEE SHOPS appropriates from other’s success creates accessibility becomes everyday
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Initially my idea for a space was a retail + hang-out space that sold collateral about marijuana and that facilitated educational events. My initial sketches tried to integrate the retail space and the hangout space. But through further sketching and exploration I found the hangout + retail space wasn’t totally fulfilling my requirement to be educational, and did not feel different enough from the spaces similar that already exist in marijuana culture.
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S E C T I O N ~ 5 iterations
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I N
T H I S
S E C T I O N
5.0The Space 5 .1 The Brand 5.2 Secondary Colours
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5.0
The Space
~
I wanted to create a space that both had a niche market feel to it but also created an environment of collaboration. I looked at spaces in Vancouver that were appealing and inviting as well as spaces that promoted collaboration and participation with people who come into the space, such as Portland’s Publication Studio.
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foam core model
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5.1 The Brand
~
Logos
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visual directions
L a b e l s + Sc i e n c e JOINT
JOINT
Bold Graphic
h e r i tag e (gastown special)
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c o l l at e r a l
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S E C O N D S E M E T E R 40
I N
T H I S
S E C T I O N
S -
6.0 Semester Overview 7. 0 L o go D e v e l o p m e n t 8.0 Brand Development 9.0 Engagement Wall 10.0 The Space 11.0 Concept Video 12.0 Final Maquette 13.0 Notes For Implementation Fo r O t h e r A c t i v i s t To p i c s 14.0 Final Notes + Acknowledgments
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S E C T I O N ~ 6 semester overview
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I N
T H I S
S E C T I O N
6.0 Semester Overview
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6.0 Semester Overview
~
For second semester my energies have started to focus towards the production of The Joint to be shown in the grad show. Since The Joint is a hypothetical space I’ve decided to move forward with creating a video that will show the functions and mood of the space. The creation of the video is dependent on the development of both the brand and space, which created a platform for realizing all the collateral and assets that would need to be created and shown.
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Video
brand
space
language
Interior specs.
brand philosophy space philosophy
collateral promotional totes tshirts office supplies social media
educational pamphlets blog infographics
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engagement wall infographics
S E C T I O N ~ 7 logo development
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I N
T H I S
S E C T I O N
7. 0 L o go D e v e l o p m e n t 7.1 F i n a l L o go
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7.0
Logo Development
~
mood board
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sketches
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7.1 Final Logo
~
For most applications the stacked logo is the main logo used for visual communications at The Joint. The stacked logo uses Letter Gothic as the primary typeface with “the” being typeset in medium and “joint” along with the tilde are typeset in bold. The tilde is only used as a graphic element in the stacked logo and should not be translated into the writing of the name of The Joint. The logo can appear in any of the primary colours with a reversed out logo appearing on darker backgrounds. The logo can be combined with a tagline to complete a logotagline system.
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S E C T I O N ~ 8 brand development
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I N
T H I S
S E C T I O N
8.0 Brand Language 8.1 Colour 8.2 Typography 8.3 Collateral
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8.0 Brand Language
~
Brand Mot to The Joint is a community hub that facilitates a new conversation around marijuana and marijuana culture. It is our aim to cut through the haze of the current view of marijuana in favour of promoting a new, more sophisticated and modern understanding. We aim to promote our view of marijuana through creating an experience that sparks engaging discourse, collaboration, and education.
space mot to The Joint is one part co-working environment, one part educational hub and one part activist headquarters. The space works to create an environment where people feel comfortable sharing their ideas and visions for a new perception of pot, as well as a space where people can work on their own ideas and projects. The space is designed to encourage participation and allow discussion to happen even when you’re not here. Sit down and get some work done, or meander the space and strike up a conversation.
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Tone of Voice The Joint follows a tone of voice that is
be shared on a give and take basis. Instead
casual, accessible, inclusive and encour-
of preaching one idea promote the potential
aging. The aim is to create an atmosphere
for open and constructive discussion be-
where people feel comfortable sharing their
tween others.
points of view. The use of puns is encouraged to add a Avoid Preaching: The Joint is about
light hearted humour to the language used
promoting conversations not just one single
in The Joint. Puns should be used fairly
idea. The audience, visitors and patrons of
sparingly but are found in the brand mot-
The Joint should not feel pressured to engage
toes, names of sessions and can be used in
in a one sided conversations. Opinions are to
the title themes of each month.
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name The name of The Joint plays with marijuana language and signifiers as well as plays on the idea of a gathering place. The double entendre of the name aims to demonstrate a casual and approachable brand.
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tag l i n e s The taglines for The Joint both follow the
clear the distractions of the visual language
brand language use of puns to portray the
and stereotypes associated with marijuana
casual nature of the space.
to create space for a new discussion.
Primary Tagline:
Due to it’s more casual and playful tone
Spark an Idea
“Burning Through the Haze” is not meant
The primary tagline of “Spark and Idea”
to be used on professional communication
expresses the goal of The Joint to create a
collateral but can be used on promotional
space of idea generation, productivity that
collateral.
aims to shift the current views of marijauana culture and those who engage with the
Tagline stylization:
culture.
When taglines are included on collateral materials they should be stylized to be a
Spark and Idea is the tag line that is to be
part of the logo system (see section logo ta-
included on all communications materials.
glines). The taglines can be typeset on their own using the guidelines below:
Secondary Tagline:
Typeface: Letter Gothic
Burning Through the Haze
Tracking: 300
The secondary tagline of “Burning Through
Set in all lowercase (NO sentence case,
the Haze” expresses the goal of The Joint to
NO upper case)
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8.1
Colours
~
White CMYK: 0 0 0 0 RGB: 255 255 255 HEX: #ffffff
Dark Grey CMYK: 70 60 60 65 RGB: 43 47 46 HEX: #404040
Rich Black CMYK: 50 40 40 100 RGB: 12 10 13 HEX: #0c0a0d
The intent of keeping the brand in a monochromatic scheme is to create a sense of cleanliness and elegance which is quite counter the the current visual culture and perceptions of marijuana
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8.2
Typography let ter gothic Letter Gothic is used for the logo type,
Medium
taglines, titles and for emphasis within the
ABCDEFGHIJKLMNOPQ RSTUVWXYZ&!?1234567890 abcdefghijklmnopqrstuvwxyz
brand system of The Joint. Letter Gothic Std was chosen to reflect a designerly feel that would fit into the neighborhood proposed for The Joint
Bold
The medium and bold weights of the
ABCDEFGHIJKLMNOPQ RSTUVWXYZ&!?1234567890 abcdefghijklmnopqrstuvwxyz
typeface are used. (Slanted version of the typeface should never be used) Designed by: Roger Roberson Distributed by: Adobe
n at i o n a l Light National is used for all body copy and any
A B CD EFGH IJKL MNO P Q RST UV WX YZ& ! ?12 3456 7890 a b c d ef g hijkl mno p q rst u v w xy z
lengths of text that are longer than a couple sentences long. Designed by: Kris Sowersby
Book
Distributed by: Klim Type Foundry
A B C D E FG H IJK LMNO PQ R S T UV WXY Z&!?1 2 3456789 0 a bcd e f g hi j kl m no p q rstuvw x yz
National is used as a work horse typeface due to it’s complementary form as a typeface based in the traditional gothic typeface
Semi Bold
traditions but with a lighter and softer
A B CDEFGHIJK L MN OPQ RS TUV WXYZ&!? 12 345 6 789 0 a b c d ef gh ijkl mn o p q rs t u v wx yz
personality.
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8.3
Collateral
~
The collateral created and distributed out from The Joint is a strategic part of the communications system to create interest in The Joint through simple collateral that fits into both professional and casual environments. There are two main types of collateral, communications collateral (Section 6.1) and promotional collateral (section 6.2)
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c o mm u n i c a t i o n c o l l a t e r a l Communications collateral is used to promote and communicate the purpose and goals of The Joint in more professional or formal settings.
Business Cards
J O I N T
T H E
320 W Cordova St. Vancouver, BC V6B 1E6
Logo size 1.5�
(778) 327-9376 thejointvan.ca
~
spark an idea
actual size type size: 6 pt leading: 10pt typeface: Letter Gothic 61
Letter Head
1.125"
3.66"
3.75"
Main Logo
.5"
Contact info type: 6.5pt leading: 10pt
T H E
J O I N T
420 Cordova St. Vancouver, BC V4L 2A0
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam placerat, orci id sollicitudin tristique, risus lacus adipiscing lacus, eget vestibulum leo ante eu ligula. Proin non mi id erat vestibulum consectetur id sit amet mi. Maecenas tempus odio est, a lacinia velit tristique non. Vestibulum sit amet mauris sed tellus adipiscing mollis quis molestie lorem. Nunc eget sapien lectus. Curabitur vulputate vitae sem ut
(778) 555-9376
imperdiet. Vestibulum mollis enim quis ante sagittis, quis aliquam augue condimentum. Curabitur viverra orci libero, quis elementum nisi posuere a. Vivamus laoreet nisi lorem, sed cursus enim
thejointvan.ca
ornare sed. Suspendisse potenti. Proin non mi id erat vestibulum consectetur id sit amet mi. Maecenas tempus odio est, a lacinia velit tristique non. Vestibulum sit amet mauris sed tellus adipiscing mollis quis molestie lorem. Nunc eget sapien lectus. Curabitur vulputate vitae sem ut imperdiet. Vestibulum mollis enim quis ante sagittis, quis aliquam augue condimentum. Curabitur viverra orci libero, quis elementum nisi posuere a. Vivamus laoreet nisi lorem, sed cursus enim ornare sed. Suspendisse potenti.
Body Copy type: 9pt leading: 14pt
Proin non mi id erat vestibulum consectetur id sit amet mi. Maecenas tempus odio est, a lacinia velit tristique non. Vestibulum sit amet mauris sed tellus adipiscing mollis quis molestie lorem. Nunc eget sapien lectus. Curabitur vulputate vitae sem ut imperdiet. Vestibulum mollis enim quis ante sagittis, quis aliquam augue condimentum. Curabitur viverra orci libero, quis elementum nisi posuere a. Vivamus laoreet nisi lorem, sed cursus enim ornare sed. Suspendisse potenti.
2.25" Regards, Jacquie Shaw
3.75"
~ spark an idea
.6"
40% actual size T H E
J O I N T
420 Cordova St. Vancouver, BC V4L 2A0
(778) 555-9376
thejointvan.ca
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P r o m ot i o n a l C o l l at e r a l
Promotional collateral is used to promote the visual identity of The Joint, this aims to change the perception of what a visual language associated with marijuana could look like.
Notepads Notepads are both a part of promotional collateral and collateral used within The Joint on the engagement wall.
s p a r k
a n
i d e a
5"
4"
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Notebooks
Notebooks come in various sizes. Either dark covers with the reversed out logo or on white covers with the main logo in the brand colour’s dark grey.
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Rolling Paper Rolling paper packaging have on the front one of the two tag lines of The Joint and on the back the main logo and the brand motto.
60% actual size
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Stickers
2"
2"
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Apparel
Apparel choices for The Joint should be appropriate to wear in creative business situations. All apparel must uphold the reputation of the brand. Solid or subtlety textured coloured grey, black, white or canvas surfaces should be used. The secondary brand colours can be used but only for limited runs of apparel items.
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S E C T I O N ~ 9 engagement
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wall
I N
T H I S
S E C T I O N
9.0 Engagement Wall 9.1 Conceptualizing 9.2 Final Iteration
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~
~
Do y ou think the langua ge surr ounding mariajauan needs to chang e?
Add to the conver sation. Mark other ’s posts with the flags . ~ Positive This is r elevan t Super inte resting! ~ Negative This is damaging! I di sa gree
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9.0 Engagement Wall
~
The engagement wall is designed to be set up at a low cost and easily interchangeable with each new theme. The Engagement wall is a modular system that can be implemented easily in other spaces for pop up engagements (see pop-up shop engagement section 9.0) as well as easily translatable to other topics outside of marijuana activism (see section 12.0 Guidelines for other topics) The engagement wall is built upon three sections to engage the user. Read, React, Share. This system is built upon the idea of informing, short form engagement (1 –5 minutes) and long form engagement (10 – 15 minutes)
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9.0 Conceptualizing
~
The main feature of The Joint is the engagement wall which works to both educate and create discourse. The engagement wall is made of three sections to guide the user through a discussion topic relating to marijuana which would change monthly. Section 1: infographic Section 2: quick discussion Section 3: free discussion Each section aims to accommodate users who have different comfort levels and commitment levels while engaging in the conversation surrounding the discussion topic. The engagement wall would be visible to those walking by The Joint in order to show that The Joint space was not just a working space, but a place where discussions are constantly happening.
F i r s t I t e r at i o n
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s e c o n d i t e r at i o n
e l e vat i o n v i e w
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infographics
quick engagement
Infographics act as a preliminary and low commitment discussion tool. The infographics stand to fulfill the goal of education, and give further background to the discussion topic.
The quick discussion is a low commitment discussion section. The user will read and answer a question using provided materials, in a ‘fill in the blank’ style.
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Free discussion
events
The free discussion is a moderate commitment. Users are encouraged to leave their own opinions in relation to the discussion theme. Along with writing on notepads provided users can pin other materials they find relevant to the discussion (ex. news articles)
a list of events at The Joint. Events act as a designated time and place to further their conversations on the discussion topics.
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infographics For the engagement wall, along with educational collateral infographics to create visual interest and incite discussion on the walls of the space. These infographics can also be distributed as promotional collateral on printed materials or online.
Once again I aim to move the visuals of The Joint away from current marijuana visual language and to something more sophisticated and design minded.
data ag g r e g at i o n For the final prototype of The Joint I needed to find a theme for the engagement wall. I decided to go back to my preliminary research and release a second version of the language survey. The second language survey was released online via visimojo and had 60 participants.
The questions posed will act as if the question was posed in the physical space of The Joint. Data aggregation for the infographics on the engagement wall of The Joint would be collected through online surveys and in house surveys taken each month.
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current visuals
V i s u a l I n s p i r at i o n
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infographics used for mockup 78
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9.2 Final Iteration
~
The engagement wall layout in it’s basic configuration should follow the plans and measurements highlighted above. Note: Because of the nature of the wall being a modular system for different topics or events the wall can be moved and reconfigured, but should still use the elements of Read, React and Share.
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1. Read The read board acts as a point of education within The Joint. Using the surveys from the previous month (Section 7.2 Surveys), infographics are to be designed in house and displayed on the read board. This creates a point of visual interest and education. Because the read board is a point of high visual interest the board should always be placed closest to a window to draw attention from walkers by.
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2. react The React board is set up to prompt a low time commitment interaction with the board. The board should be set up with a prompt question that is displayed in vinyl next to the board and marking implements such as tacks, string, sticker, etc. should be supplied so users can place their actions on the board. The react board’s engagement should take no longer than 1 – 5 minutes.
3. engage The Share board is set up to prompt a larger conversation within The Joint. Taking posting traditions of bulletin boards and online forums the share board is a place where users can write and share their opinions and thoughts so that they can continue their discussions around the monthly theme or topic even when they are not present in The Joint. Other users of the share board can quickly rate other’s posts using the flagging system outlined in Section 8.5 Along with written notes users of the share board are encouraged to bring in other materials to share such as relevant news articles and points of community engagement.
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flagging system Negative Flagging:
Flag pins are used on the Share cork board to show other’s engagement with the
Red-Orange flags mark materials that are
content shared on the board.
relevant to the conversation but are not Positive Flagging:
agreeable to the original discussion.
White flags mark content that is relevant
Black flags mark information other users find
and agreeable to the conversation.
irrelevant or damaging to creating a healthy and progressive dialogue around marijuana.
Green flags mark materials and that should be highlighted for potential conversations
Flags are shaped like an extended letter
during sessions or even taken into consider-
Gothic tilde to continue the use of the tilde
ation for a monthly theme.
as a graphic element within The Joint brand. Flags can be assembled by printing flag sheets (flag sheet file name) and cutting the flags out or through dye cutting.
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S E C T I O N ~ 10 the
space
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I N
T H I S
S E C T I O N
10.0 The Space 10.1 Pop-up Engagements 10.2 Interior Specifications
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10.0
The Space
~
As stated in The space Moto (Section 2.3), The Joint is a multipurpose, multiuse space. The Joint aims to enable an environment for discussion as well as a place of productivity. Part of the function of the space is to act as a gathering place for those who are engaging within the discourse of marijuana culture and shifting it from current perceptions. The main features of the space that facilitate these funcitons is the engagement wall which allows visitors and patrons of The Joint to contribute to a discussion through participation and education and the monthly themes and surveys that inform the engagement wall.
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Themes and Topics Each month The Joint works to prompt conversation and education by addressing a topic or theme of interest in relation to marijuana and marijuana culture. Themes can range from political, medical or recreational topics. With each theme the engagement wall (section 8.0) is refreshed to support the theme.
Surveys In the month before a new theme and topic
The surveys can ask qualitative questions or
surveys are conducted to collect data from
more emotive quantitative questions.
the patrons and visitors of The Joint to create relevant and participatory materials
All information received from surveys is
for the engagement wall.
to be kept anonymous, this is to encourage honest and open answers and discussions
Part of the goal of The Joint is to show the
as well as protect the identities of
different and personal experiences that are
survey participants.
related to marijuana, or encounters with marijuana culture.
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10.1 Pop-up Engagements
~
The system of The Joint was created keeping in mind the possibilities of pop-up shop endeavors. Pop - up engagements can be set up in one of two ways: A resetting up of The Joint in a separate location using new boards to create a satellite location of The Joint Or way two: Creating a satellite engagement location by transporting the engagement wall boards of The Joint to a Pop-up location.
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N e w P o p - u p Lo c at i o n Creating a new pop-up location is to be implemented for longer term off-site engagements of The Joint. These engagements can typically last the duration of one to two weeks. The system of the engagement wall and the creation of the branding standards system for The Joint make the creation of a whole new pop-up location for The Joint fairly easy. By following the guidelines in this branding booklet for a fairly low cost a satellite location of The Joint can be set up. Collateral for this location can be created on it’s own or taken from the flagship location of The Joint.
T r a n s p o r t e d Lo c at i o n The transported pop-up location is for shorter term off-site engagements of The Joint. These engagements should last the duration of a few hours to one day. The system of the transported pop-up location works by taking the engagement wall boards from the flagship location of The Joint and placing them in a different public space. This system works to create a new place of open discussion or for planned community workshops.
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10.2 Interior Specifications
~
The interior specifications for The Joint are implemented to continue the communication of the brand ideals throughout the space. The goal of The Joint inteirior specifications is to continue to protray a bright, clean, casual and engaging environment that is inviting not just to our primary audience but for other potential patrons walking by.
At m o s p h e r e The Joint aims to promote an open
physical barrier that creates an easier
and accessible atmosphere. We aim to
flow into the space for those who
promote a transparency of our space
are interested.
and those who engage in it. Anyone working at The Joint should Some guidelines to follow in creating
acknowledge people entering and try
an inviting atmosphere are as follows:
to start a simple casual conversation, keeping in mind the goals of education
When weather permits the front door
and discussion.
should remain open, this removes a
Colours Colours used within The Joint should follow brand colour guide lines along with the use of light wood and cork for interior details is acceptable.
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Signage
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10.3 Sessions
~
Sessions at The Joint work to create semi-structured event and environment that encourage further discussion and action in relation to monthly themes and topics at The Joint.
Budding Ideas Budding Ideas encourages people to hold
Discussion prompts should be organized a
open discussions and debates in relation to
head of time by the session organizer using
the month’s topic or theme. Budding ideas
imput from green flagged topics on the
works to engage participants in education
share board from the engagement wall, and
through discussion and sharing of personal
other posts on the share board that have
experience.
been heaviliy flagged.
Each Budding Ideas session should last
Description for Budding Ideas:
around 2 hours. In the two hours people are
Want to share your thoughts on marijuana
welcome to sit in a round table format or to
or this month’s theme with a larger audi-
meander around in smaller groups.
ence. Round table is the opportunity to chat with others at The Joint.
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Trail Blazing An aim of The Joint is to create an accessi-
At the end of the idea generation session of
ble activist space where anyone interested
30 – 90 minutes each group is to present
feels as if they can contribute no matter
their evening’s work in a brief 5 – 7 minute
their level of knowledge on the topic.
presentation. At the end of the evening par-
Trail Blazing works off of the concept of
ticipants are welcomed and encouraged to
idea jamming where groups are made for
return to The Joint during regular operating
the length of the event and within a short
hours to further develop their plans and
amount of time (30 minutes – 90 minutes)
ideas.
they discuss a topic of interest and generate ideas and action plans around how to create
Description for Trail Blazing :
better awareness or steps of action of
Join us for our monthly brainstorming
the topic.
and action creating sessions. Share your thoughts on this month’s topic, use your
Each Trail Blazing sessions should open
skills and combine them with others to
with 45 minutes of introduction to the
generate ideas and action plans, to spread
monthly theme or topic, and a brief as to
your ideas.
which activities can assist in idea generation.
Other Sessions Outside of the regular sessions of trail blaze and budding ideas there is opportunity to hold different seminars or events. These special events or sessions do not need to follow the monthly topics or themes, but should instead work to bring in a larger audience, or reinforce other topics which The Joint works to engage in.
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S E C T I O N ~ 11 concept video
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S E C T I O N
11.0 Concept Video
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11.0
Concept Video
~
The final video for The Joint will be shot to show not just the function, but also the aesthetics of The Joint. I had the intention of creating a full set, building two walls, one to host the engagement wall. The aim of the video is to show discussion happening, users engaging with the wall and the working environment of The Joint. For the video I created the collateral and a mock-up of the engagementwall. In the end the video wasn’t final but rather acted as a process step and user testing. After the video was completed I received feedback from participants and modified the engagement wall and the ideas of the space.
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story boarding
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S E C T I O N ~ 12 Final
Maquette
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S E C T I O N
12.0 Final Maquette
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12.0
Final Maquette
~
Originally for the final exhibition of this thesis project for The Show at ECU I wanted to set up a pilot space of The Joint. But due to space restrictions my space moved towards showing three parts of the project. Explaining the original thesis, showing the collateral and process books and explaining the space and then a sample engagement board for viewers of the show to participate in a vingette of The Joint interactions.
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S E C T I O N ~ 13 Guidelines for other topics
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S E C T I O N
13.0 Notes For Implementation Fo r O t h e r A c t i v i s t To p i c s
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13.0 Notes For Implementation For Other Activist Topics
~ On a macro level outside of changing the
The Joint’s original system pillars and goals
conversation surrounding marijuana and
were to create a better understanding of
marijuana culture The Joint is a prototype
marijuana and marijuana culture that re-
system which ideally could be applied to
moves itself from the usual activist rhetoric
other taboo or activist topics which feel
or immature visual language portrayed in
closed off and inaccessible to start dis-
the media.
course and spread education about. Using the system of the engagement wall A large problem in moving towards a more
and by creating neutral and casual visual
progressive view and control of marijuana is
and communicative language strategies
the lack of education and the abundance of
other topics ranging from heavier more ta-
misinformation that is formed through dam-
boo topics regarding systemic oppressions
aging stereotypes or inaccessible activist or
(racism, poverty, sexisms, human rights vi-
educational spaces. This is a problem that
olations, etc), sustainability (local farming,
is pervasive around many topics that need
climate change, etc.) or other topics that
to be addressed due to taboos or misin-
there are active activism cultures around
formed preconceived understandings.
could be assisted by implementing a system similar to The Joint.
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S E C T I O N ~ 14 Acknowledgments and Final Notes
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S E C T I O N
14.0 Final Notes 14 .1 Acknowledgments
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14.0
Final Notes
~
Throughout the last eight months working on this project I’ve really learned a lot about my own design process and what in communication design interests me. In the future I hope to work more with understanding user experience outside of just 2-dimensional participation and work more with environmental design, and topics relating to shifting ways of thinking and accessibility and engaging with information.
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14.1
Acknowledgments
~
A thanks to those who helped me throughout the process of The Pot Project: My Peers: Jean Chisholm (for joining in the original conception of the pot project), Seth Parker, Charlotte Kennedy, John McLeod, Janine Merkl, Katie Dixon, Emanuel Ilagan, Alejandro Quinteros, Romney Shipway, Daniel Rubin, and the rest of my beautiful, talented and supportive peers who gave me feedback along the way. Instructors Tak Yukawa and Don Wililams for pushing conceptualization and facilitating group critiques in the first phase of the project. Katherine Gillieson for overseeing the refinements of The Joint. All the participants of surveys and research
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