WE CAN TURN TRASH INTO TREASURE
Process Book
GR620 Visual Thinking
Reimagine Repurpose Reuse
WE CAN TURN TRASH INTO TREASURE
Process Book
GR620 Visual Thinking
Reimagine Repurpose Reuse
1
07–14
Topic Development Inspirations Topics for Investigation Final Topic Brainstorming
CONTE
2
17– 28
3
31– 38
Brand Research
Brand Development
Framework Personas Stakeholder Competitors Creative Brief Mood board
Name Logo Inspirations Visual Identity
NTS
4
41– 62
Deliverables Posters Environment Brochure Products Website App
TOPIC DEVELO 1
PMENT
Topic Development Inspirations Topics for Investigation Final Topic Brainstorming
We created a successful topic for investigating. I recorded my dislikes and likes as well as the local problems. Initially, the determined topics included healthy work environment, food waste, saving water and upcycling. There are three steps, including searching for facts, identifying the problem and refining it. In the process, I decided to choose upcycling to explore more.
GR620 Visual Thinking
1
07/08
Things that I like
Problems that are solvable
Game Quite Sleep Museum Reuse Sport Music Food Travel Sea Relax
Food waste Pollution Upcycling Lack of health School bullies Transportation Saving water Homelessness Public utilities Social media Smoking
Things that I don’t like
Problems that can’t be solved
Get up early Homework Crowded Dirty Tired Noisy Reading Waste Late Violence
Waste materials Plastic pollution Energy conservation Terrorist Wars Water crisis Cancer Climate change Religious conflict Traffic jam
Topic Development Inspirations Topics for Investigation Final Topic Brainstorming
Saving water I prefer to make a water conservation program aimed at helping Californians reduce their everyday water use. I will offer ideas and inspiration for emergency water reduction use—regardless of whether California is in a drought or not.
Keeping plastic out of the Pacific I will advocate for people to not use plastic bags. I should make a significant progress winning local bans and educating the public on the harmful effects of plastic. And also, protecting the ocean while protecting marine life is equal to protecting ourselves.
Upcycling I will investigate how to raise people’s interest in upcycled creations, through taking something old and creating something new of equal or more value, to reduce waste pollution.
Healthy work environment I will advocate for a healthy working environment and raise the awareness of workers about health. I hope to provide a more ergonomic environment for employees.
Homemade food express GR620 Visual Thinking
1
09/10
I will create a platform for home chefs to showcase their unique culinary skills to the world. For someone craving homemade delicacies, there are more chances to choose different yummy food.
Topic Development Inspirations Topics for Investigation Final Topic Brainstorming
UPCYCLING Fact: More than half the world’s population does not have access to regular trash collection, a grim statistic given the amount of garbage produced globally. Some experts say the globe’s trash troubles are at a crisis level.
Problem: Garbage collection is a good way to reduce waste pollution, but through upcycling, much of garbage can create value.
What you want to achieve: I will investigate how to raise people’s interest in upcycled creations, through taking something old and creating something new of equal or more value, to reduce waste pollution.
GR620 Visual Thinking
1
11/12
Idea 1:
Creating a green life
Question:
People think they have no idea how to reuse and create old stuff. How can they develop imagination for upcycling?
Summary:
People always have no idea about the old stuff and throw it away as trash. I want to create a platform where people can share their ideas and teach relevant knowledge for them to upcycling.
Idea 2:
From trash to treasure
Question:
How can I promote the idea of upcycling to help people to make value from waste?
Summary:
People always ignore something used. They don’t understand that the old things are valuable for reuse. I want people to realize that upcycling is the best way to reuse materials.
Idea 3:
Make wonderful stuff without making waste
Question:
People feel that there are not enough materials and tools to create something new from waste. How can they safely make wonderful stuff and save useful materials?
Summary:
People are used to fast-paced and safe lifestyles. I will develop a place where people can recycle and sort items, provide reliable tools and professional mentors. The safe and convenient environment for people to do upcycling.
Topic Development Inspirations Topics for Investigation Final Topic Brainstorming
GR620 Visual Thinking
1
13/14
BRAND RE 2
SEARCH
Brand Research Framework Personas Stakeholder Competitors Creative Brief Moodboard
GR620 Visual Thinking
2
17/18
Name: Category: Location: Scope:
Re Service San Francisco International
Purpose:
Our mission is to inspire as many people as possible to upcycle. By creatively reimagining, repurposing and reusing, we can turn trash into treasure.
Competition:
The Upcycle Movement, Upcycle That, Upcycle Vancouver
General Information:
Recycling is good, but upcycling is better! Recycling is turning what we normally throw away into something we can use again either, in its current form or as something else. Upcycling is taking something we normally recycle and transforming it into something more valuable. We create too much waste, and upcycling is a fun way to reduce the amount of garbage we generate.
01 Frankie Lee Industrial Design Student
Age | 22 Occupation | Student Education | Bachelor Degree Income | N/A Residence | Daly City Hobbies | Design, Drawing, DIY. Live Situation | Alone
He often visits different art galleries and museums. He likes to design stuff by himself. He often participates in artistic activities. He tries to design Eco-friendly products.
Brand Research Framework Personas Stakeholder Competitors Creative Brief Moodboard
02 Evan Smith Senior High School Student
Age | 16 Occupation | Student Education | Senior High School Income | N/A Residence | Oakland Hobbies | Sports, Music, Collection, Travel. Live Situation | Alone
GR620 Visual Thinking
2
19/20
He likes to collect old items. He loves playing basketball. He joins in a protective environment activity. He often makes small gifts to his family and friends.
03 Amy Morris Freelance Artist
Age | 32 Occupation | Freelance Artist Education | Master Degree Income | $38,000 per year Residence | San Francisco Hobbies | Arts and Design, Upcycling, Travel Live Situation | Married
She does DIY with her kids at home on the weekend. She set up her design studio. She always uses trash into her works. She is a big fan of upcycling.
Brand Research Framework Personas Stakeholder Competitors Creative Brief Moodboard
Goodwill works to enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.
The Richmond Art Center is the largest visual arts center in the East Bay, and it deliver exciting arts experiences to young and old alike who reflect the diverse richness of our community.
GR620 Visual Thinking
2
21/22
Upcycle Vancouver is a non-profit project that came together through the collaboration of a number of partners including the Vancouver Economic Commission and Projects.
It makes fertilizer and feeds people sustainably while protecting the earth’s ecosystems. Sustainable agriculture is about completing our consumption cycle, shortening the supply chain for raw materials and offering priced products.
Upcycle That is curated by Judy Rom, a lover of design, sustainability and home decor. It’s impossible for her to walk past a thrift shop without feeling pulled to explore the treasures within. Upcycle That is an international website.
Upcycle Studio opened its online doors in May 2013. Proudly Australian Owned & Operated, Upcycle Studio is operated by a team of people who are as passionate about good design as they are about our planet.
Restoration is essential to our live-well attitude. Spa-like settings, private showers, and complimentary bath products rejuvenate you post-workout Fitness is about consistency.
Brand Research Framework Personas Stakeholder Competitors Creative Brief Moodboard
BACKGROUND Re is a non-profit project that was created to inspire as many people as possible to upcycle. By reimagining, repurposing and reusing, we can turn trash into treasure.
GR620 Visual Thinking
2
23/24
The increased awareness of environmental responsibility and a slow economy has led to a major increase in upcycling. So, what do we do? We provide workshops and connect the community to better foster our collective power to create an upcycling movement. We engage people around the importance of topics related to reuse, upcycling, and smart design. And we showcase the versatility and breadth possible in upcycling design through social media to sell products that we have upcycled to support our project, and also, share ideas and teach how to upcycle.
MESSAGES AND DRIVERS About messages and drivers, we should develop one main message and three sub-messages based on what the brand aims to deliver.
Main Message: Most people don’t know much about upcycling. Re can provide a premium and convenient platform to engage people in green living and help them turn trash into treasure.
Sub Message 1: The workshop not only can recycle materials and old things, but also can provide many high-quality tools, and the mentors to teach people to create something more valuable safely and efficiently.
Sub Message 2: The website can introduce our brand. Here we can promote new stuff that has been created in the workshop, and showcase related videos and information.
Sub Message 3: The app helps people to find a nearby donation bin, and make friends who are interested in upcycling. People also can share ideas and relevant personal experiences.
Brand Research Framework Personas Stakeholder Competitors Creative Brief Moodboard
TONE
GR620 Visual Thinking
2
25/26
The topic intends to bring out feelings of creative, lively and friendly. Regarding color, green, red and purple are favored to express a sense of trust and aesthetic so that people feel more motivated to do the green thing. We will keep the formats in the visual system and use the elements of moving bars to show more variety. The bold san serif Avenir draws attention, and that is good pair with serif Serifa for body text.
SWOTs Strengths: Re is a non-profit agency. We have three parts, a workshop, website, and App. Our community provides a good way to recycle old stuff and reduce waste, and also, we provide a safe and efficient environment to engage people in creating something more valuable than its original state. Our website promotes cheaper nice stuff that created at the workshop for someone’s needs. And people can use the App to search nearby workshops to donate old stuff, not waste.
Weaknesses: There are almost no similar organizations or companies in San Francisco that will be a big challenge to our project. People may not trust our brand, because they are not familiar with upcycling.
Opportunities: The non-profit agency can appeal more to people interested in upcycling. We help people reduce waste and create something new from trash. The agency will also cooperate with other organizations, such as environmental protection organizations, to host green events to promote young people’s awareness and consciousness of our environment and life.
Threats: We don’t have sufficient competitors. To improve efficiency and innovation without waste, it would be helpful to network or collaborate with other groups that do upcycling.
Brand Research Framework Personas Stakeholder Competitors Creative Brief Moodboard
GR620 Visual Thinking
2
27/28
DEVELO 3
BRAND OPMENT
Brand Development Name Logo Inspirations Visual Identity
Founder
Descriptive
Nicole McGee Judy Rom Joe’s Upcycle. Co
Upcycling Upcycle It Reimagine/Repurpose/Reuse
Fabricated
Metaphor
Upcycle+ Upcycle+Unique Up-cycle
To Do Green Thing Eco-Friendly Future Friendly
Acronym
Combinations
SFUS UCSF UCC
Re+Design Reimagine+Repurpose+Reuse Upcycle Design
Magic Spell Re Re3 3Re Eco-up
GR620 Visual Thinking
3
31/32
Brand Development Name Logo Inspirations Visual Identity
Reimagine+ Repurpose+ Reuse= Upcycle
Upcycle
REIMAGINE REPURPOSE REUSE
GR620 Visual Thinking
3
33/34
Reimagine Repurpose Reuse
RE IMAGINE REPURPOSE REUS E
Brand Development Name Logo Inspirations Visual Identity
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3
35/36
Brand Development Name Logo Inspirations Visual Identity
FINAL LOGO
GR620 Visual Thinking
3
37/38
TYPOGRAPHIC Avenir Avenir, Light, Book, Roman, Medium, Black, ALL CAPS, and lower/upper case.
Serifa Serifa, light, Roman, bold, Black, ALL CAPS, and lower/upper case.
COLORS PMS
165
299
810
White
Black
C
0
33
60
0
0
M
66
51
0
0
0
Y
43
0
48
0
0
K
0
0
0
0
100
R
243
172
99
255
0
G
121
135
194
255
0
B
120
189
160
255
0
ELEMENTS
DELIVER 4
ABLES
Deliverables Posters Environment Brochure Products Website App
INITIAL POSTERS
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Deliverables Posters Environment Brochure Products Website App
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4
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Deliverables Posters Environment Brochure Products Website App
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4
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Deliverables Posters Environment Brochure Products Website App
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4
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Deliverables Posters Environment Brochure Products Website App
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4
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Deliverables Posters Environment Brochure Products Website App
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4
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Deliverables Posters Environment Brochure Products Website App
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Deliverables Posters Environment Brochure Products Website App
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4
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Deliverables Posters Environment Brochure Products Website App
GR620 Visual Thinking
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TYPEFACES: Avenir, Serifa SOFTWARE: Id, Ai, Ps, Xd INSTRUCTOR: David Hake COURSE: Visual Thinking DESIGNER: Zhe Fang (Joe)