WILD by jjoh1566

INDEX Sectiovn 1

Introduction.......................................................................... 1 Section 2

Research............................................................................... 2 Section 3

Personas............................................................................... 4 Section 4

Branding / Identity............................................................... 5 Section 5

Empowerment Design (app)................................................. 7 Section 6

Marketing / Poster Design................................................. 11 Section 7

Event Location.................................................................... 13

INTRODUCTION In this case study, the details of an extensive event project done for an out door retailer known as WILD inc. The CEO wishes to address a local problem that has the potential, not only to increase his business, but to get people outdoors and involved with high end wilderness adventure. The issue that the CEO (Jason Carson) wished to be addressed is the minor and critical injuries that have a high rate of occurrences in Washington specifically. Many activity that has the most accidents and fatalities is hiking, and the main cause of these events is due to poor judgment. It is Jason’s wish to remedy this problem with a outdoor education convention “WILDed.” The project will initial the design and creation of an app that assists anyone who has an interest in wilderness adventure of any kind. Marketing will also be involved, as well as the actual design of the event place and creating a consisting concept in branding through out every project.

RESEARCH In the begging stages of this project research was conducted to answer a few questions that would help hone in on the target audience and convey the desired message. The information shown are a few out of the many questions that were asked about this project. The answers found for these questions played a significant role in the development of this projects and all that it would initial. We found that the number one outdoor activity that people get injured the most in is hiking. Makes sense because most people, regardless of experience level, if they are going to do some sort of wilderness adventure, it is most likely going to be hiking. This helped us in making sure that hiking was the number one focus on safety and preparedness. The Ten essentials, water, sunscreen, extra food, flashlight, matches, extra warm cloths, pocket knife, first aid kit, and a map and compass, should always be with a hiker, which played a big role in latter designs for the marketing and promotion of this event put on by WILD inc.

What are the essential gear need whenever going into nature? Map, Compass/GPS, Sunglasses/Sunscreen, Extra clothing, Headlamp/ Flashlight, First aid Supplies, Fire starter (water proof matches) Repair kit, tools knife, Food (energizing)

What are some minor accidents that take place while hiking? Blisters, Sprained ankles / wrists, Illiotiable syndrom, achilles tendons, fatigue, giardia, skin chaffing, sunburn

What are some severe accidents that take place while hiking? 21% Poor Judgment 20% Poor Conditions 10% Lack of Experience 9% Falls

Which states have the most accidents while hiking? Washington, California, Wyoming, Colorado, and Alaska.

INTERVIEW Premiere Mountaineering Equipment Greg Johnson, Product and Store Manager

Background Interview with Greg COO GEAR:30

Doesn’t use apps, goes to mountainproject.com (climbing routs) likes to go online to use apps,

Education elements in the app (gear explanation, as to what the features are and what the benefits are as well) Information – break down of information, the (you enter in the information of what the activity is) Pros and cons list..

Features of Interest • • • • • •

Weather climate Trip reports Directions to the trail head Things he needs to avoid Images of the trail or routs Things to avoid/dangers

Dislikes

He hates it when ever he is caught off guard while he is outside doing some activity, particularly when he is forgets some gear that the activity requires. He also has a low tolerance for his kids or any one he is out with is careless and not responsible.

Flow / sites to reference

Location, Activity (provide the safety and gear list), Weather (prepare a temperature) Words are a bit ambiguous, Wild is good maybe rethink the word inclined. (wilderness Adventure app) Satellite GPS text and calls, Deep wilderness. Google search (backpacking) Alltrales.com

Luke Smith

Jason Carson

(Audience)

Background

Luke is 35 years old, who grew up in Spokane Washington and moved to Seattle to go to school, He graduated in 2007 and now works as Financial Advisor. He is married and has two kids.

Hobbies

When ever he gets the chance he loves to take his 5 year old son Jake, and his 2 year old daughter Sarah on nature walks or a little hikes. He also often takes his family camping, at times he feels more comfortable in the outdoors then he does indoors. When ever he gets the chance He loves to rock climb as well as mountain bike, He has grown up doing these types of activities and is very knowledgeable when it comes to safety in the outdoors.

Dislikes

Natalie Luis (Audience)

Background

Natalie (Nat) is a 23 year old was born in Phoenix Arizona and moved to Washington in 2002, and has stayed ever since, she currently attends Seattle University and studying Anthropology.

Hobbies

Nat, enjoys that Moves, and bike racing. She has done multiple relay races across Washington and even a couple out of state, she also loves to sing and play the piano. Being outside riding her bike is very enjoyable, and she quite frankly enjoys just bing out side, weather that be at the park, or on a ride or on the occasional hike, she loves nature, and to go places. She loves to venture far from home to see what is out in the world.

Dislikes

She doesnâ&#x20AC;&#x2122;t like it when people are uptight or cause drama. She also dislikes it when her friends and family are not clear in communication the more complicated things are the more she is unhappy.

PERSONAS

(Sender)

36 years old Born December 1st 1981, Grew up in Seattle Washington, graduated hight school in 1998. Went to the University of Washington and got his masters in business in 2008. He started his own outdoor retailer business two years latter, and has big plans for the industry.

Hobbies

Jason likes to be outdoors, he takes any opportunity to be somewhere in nature, weather that be hiking, backpacking, fishing, Hunting, biking, or snowshoeing, skiing, and sometimes spelunking. He also loves wood working and spends a good amount of time in his workshop.

Dislikes

One of his biggest pet peeves is people who arenâ&#x20AC;&#x2122;t dependable, he always makes sure that he is well and prepared for what ever thing it is that requires it. He also has a hard time with people being careless at inappropriate times. He is also not a fan of pizza, and clam chowder.

IDENTITY (ITERATIONS)

The concept that I wished to convey was to show the wildness that resides in everyone, including those who are active and love the out doors as well those that are less active and involved. This idea led me in my visual research to the image above that played a key role in development of the event identity, and in effect led to the identity of the company. What caught my eye was how the way the sticks were activating the sculpture. The way that the sticks interact with one another has a sense chaotic containment that I wanted to harness in the projects Identity. The first WILD draft that I made had the visual clarity of nature and wild, but it as a little too much in your face about it, I felt that it was more of a rock concert kind of wild, instead of the internal call TO the wild. The process eventually lead me to combining the crazy letters with a thick sans serif font (Ariel Black). Once this union was made the solutions became clear for the Final logo design.

(FINALS)

EMPOWERMENT DESIGN

The creation of an app was crucial to the success of this entire project, the target audience had been identified as young and active males and females, that had a wide range of outdoor experience. It would be as beneficial to a tenured mountain man as much as it would be to those who have never been camping on their own. This apps existence would now not only bring safety to the locals of Seattle Washington but now the entire world. The apps design would enable any user, no matter where they are or what activity they wish to venture in, to learn everything there is to know about it, (ie instructional videos / articles, reviews, recommendations, ideal weather conditions / predictions, maps, average precipitation / weather, and fellow users of the apps suggested highlights, and things to avoid, and an editable the gear needed list that shows the user what is required to safely go about the activity). Its Jasonâ&#x20AC;&#x2122;s hope that â&#x20AC;&#x153;everyone deserves to have a positive wilderness adventure, and this app is the great equalizer to helping educate those who are inexpedience, and providing updates and gear to those who are experienced.â&#x20AC;?

A Little Brief

INTRO

Design Project

Create an app that assists in the preparation for and outdoor adventure of any type. The app will primarily help in getting the proper gear for whatever venture is intended, weather that be a nature walk or a two week mountaineering trip, it will help with all degrees of adventuring.

Audience

Targeting both Male and Females ages 20 to 35 who are outdoor enthusiasts, but also those who are not too experienced but are interested.

Objective

To help everyone, no matter what their level of outdoor explorer, is well informed and well prepared for whatever their endeavor maybe.

Message

Everyone deserves to have a positive wilderness adventure, and this app is the great equalizer to helping educate those who are inexpedience, and providing updates and gear to those who are experienced

Thematic Statement

The more prepared you are the more positive your outdoor experience will be, regardless of experience.

New adventure Start the app flow Choose an Adventure Other users can publish their saved adventures so all other users can see what they’ve done and do it themselves if they wish. Adventure Log Where the user saves their progress in creating an adventure, or access passed adventures.

All “NEW ADVENTURE” files will begin the same, asking what activity you would like to plan for, or research.

Once the activity page has been completed you will now give the location that you desire to go to. This will generate logged suggestions of locations that are compatible with what activity was chosen.

Gear List All for the gear needed for chosen activity. Ed’s Tips Where all the information about chosen activity is given. Weather Yup,Weather

This list will show all of the gear necessary to perform the activity that has been chosen. The list can be edited, so items can be deleted or added. Each item also has three buttons; “Got it,” removes the item from the list and moves it to the “Got it Items” list. The “Go to Store” allows the user to obtain the item on the online store if they don’t have own it. The “Info” which gives a description of the item and how to use it

You can access all of the information about the activity here (ie, difficulty, reviews, highlights, pictures, warnings, an topical map and overview of the activity).

Not just the forecast, but also the average highs and lows throughout the year, same goes for precipitation, also giving the user the use of an NOAA radar (aka, storm radar).

Once completed the user can now Start their adventure! The way that the app has been designed is easy access to hat ever step the user desired to visit. The three steps at the top of the page will allow the user to go to what ever step they desire. They can also revisit any information that they would like to review once they have completed.

On every page you can hit the home icon at the bottom of each step page. If done so, this screen will appear. Save Draft If this button is hit the progress that has been completed and can be accessed in the users “Adventure Log.” Cancel Will allow the user to continue with planning an adventure.

In the development of this poster, there were many different concept sketches that were done, most of which were not really in line with the message and branding of WILD inc. And its event. I came to this solution because boot print in the mud has a much wider narrative then what I originally was designing. The why that it has been designed also shows what “unknown adventure” has probably has all of the equipment with them. There is no rational reason to assume this, only the syntax of merging the boot print and the gear into one object can give the idea that this individual is one with his gear, or in other words where he goes, they go. This poster was the main promotion to the event, And is one of the main features to that is displayed at the event. Both posters (WILD, and What Are Your Essentials) are hung on a 10’ 6”x 16’ 7” wall that sets the theme for the entire event.

The Banners

POSTERS The banners that were designed show A lot of what the billboards would have looked like. There would to have been some obvious adjustments but what they were used for instead was the title banners for each booth at the event. The actual billboards however, would not had the activity name with such great hierarchy, instead it would be replaced by the slogan.

& MARKETING

EVENT LOCATION

By far the most difficult aspect of this event, what designing the layout and incorporating concept into the location that the convention was taking place at. The area that was available was fortunately huge, room was about 84â&#x20AC;&#x2122;x 54â&#x20AC;&#x2122; with a max capacity of 60 people. This space had a lot of potential, and I began doing the layout of the booths and figuring out what demonstration and presentation went where and how big they should be. Even though this space was pretty big I knew that it would be very easy to run out of space. The whole Idea and concept of WILD inc is that a bit of wildness is inherent within each of us, and it has the potential to sometimes flow or burst out of us. With this idea of the wild within type deal, I designed the floor to look like a hiking trail along with incorporating appropriate geographical characteristics of each booth.

The Event Layout

The floor that was laid down is temporary, but it helps the attendant navigate through all the booths and eventually to the food trucks out side. As mentioned on the previous page the floor has been designed to look like a hiking trail along with appropriate geographical characteristics of each booth. This means when you get to the camping booth the floor looks like a camp ground, and when you get to the diving booth there is a mini lake with a dock. The most featured booth for this event is the hiking booth. The reason for this is because research shows that majority of outdoor accidents and casualties take place while hiking. This work out well because the hiking booth was placed on top of a sort of stage and in order to get to it you would have to literally â&#x20AC;&#x153;hikeâ&#x20AC;? up about four steps to get to the booth. This kept the consistency of the area concept and it being on a stage also automatically made it the most featured booth that was part of this event.