ZIJIAN KEN LI
The Great Beyond
ZIJIAN KEN LI 01
THE GREAT BEYOND THESIS DEVELOPMENT
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The Great Beyond
THE GREAT BEYOND THEGREATBEYONDPROJECT.COM ZIJIAN KEN LI 415 419 3295 LI.ZIJIAN.X@GMAIL.COM
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Table of Contents
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Never Stop Dreaming
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We Don’t See it
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But It’s Still Important
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Make You Feel it
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OGST
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Material Matrix
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Hurry Up
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Three Habits
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Beyond Academy
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The Resources
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About Me
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50% of Americans agreed that the money spent for the space shuttle program should be spent elsewhere. Data from a 2010 CNN/ORC poll about space Exploration
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In a 2009 Gallup poll, the percentage of Americans who believe the U.S. space program should be scrapped jumped four points: From 4% to 8% in an 11–year period (1998–2009)
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Never Stop Dreaming We Must Care The Future of Space Exploration
A half-century ago, when U.S. President John F. Kennedy said, “We choose to go to the Moon in this decade and do the other things, not because they are easy, but because they are hard.” It is a story about dreaming. Start from zero, we have sent thousands satellites into space, we can travel to space and safely back to the earth, and we have the ability to land on the Moon and Mars. It is such a wonderful feel when we see a new spacecraft was launched, or watch the videos and images were taken from outer space. Now is 2012, the situation was changed. There is no space shuttle, there is no space plane, and even NASA’s budget was cut. The slow decay of space program has affected our society broadly. It is all about stop dreaming tomorrow because we only focus on the current benefit. Nowadays we drop the interest in space science. To solve this problem, we must pay more attention on adults, the large group of people who can quickly make changes to this society. If we still put all the hope to the youth generation, it will be too late. In this thesis project, I will not only inspiring public interest in space exploration, and also provide an experience to help people learn from space exploration.
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No one imagined in 1897 what the electron would do, or how it would change humanity. But it led to the proliferation of electricity, which changed everything about life on Earth.
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We Don’t See it The Problem I Found From The Standpoint of Public
Back to the 60s and 70s, when People just entered the space age. At the time period, people have great passion and interest on space exploration. Our space science growing real fast at that time. But in today’s world, situation is changing. People is losing interest and attention on space, a lot of space exploration plans were canceled, and even the budget was cut. There are many reasons to cause public lose interest on space, but one main reason is there is not more space race. Without the government motive, people can not feel the relevance between them and space exploration, although the fact is people rely on the space exploration and related technology. In a simplify way to sat, the public can’t feel the relation between them and space exploration.
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I think the public is interested in space, but what’s there is pragmatic—they need to feel that space exploration has direct relevance to them.
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But It’s Still Important Our Future Relate to The Future of Space Exploration
Our life has close relation with the space exploration and relate technology. Everyone who live in the modern society has received benefit for space exploration for year. For example, the GPS, satellite TV, weather forecast, and emergency response operation, there are all benefit our life. All these above technology that we familiar about were developed with space exploration plans. When we look forward, there is a large number of science and technology that are using in future space project will benefit our future life. The new medical treatment, new materials, 3-D printing, space travel, and close ecosystem, all these technology which will be used in space exploration will benefit our future life. There are so many space science subject matters can be used to make our life better. I think the public is interested in space, but what’s there is pragmatic– they need to feel that space exploration has direct relevance to them. Talk of technological spin-offs and biomedical knowledge probably doesn’t resonate with many of them, because it’s difficult to see direct evidence of its benefits.
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Promote Science Education The Apollo missions inspired a whole generation of kids who wanted to grow up to be astronauts, rocket scientists, and engineers. We all know that science education has been slightly lacking in the United States as of late. Don’t you think that NASA’s return to the moon, or more importantly the much anticipated manned mission to Mars will again inspire a whole new generation to reach for the stars so to speak? I do. It is never too late to promote the science education to everyone.
Environmental Research NASA does a lot of good environmental research while they are up there looking down at all of us. NASA is not only sending rockets and satellites into outer space, it has done a lot of work in studying air quality, climate change, alternative energy, and near earth objects. All these work help us learning and protecting our home, the earth.
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The Future Technology Space exploration requires lot of technology to support it. Although all these types of technology are invented to help activities in outer space, they can be used to benefit our daily life on earth. For example, the 3-D printing, enclosed ecosystem, new medical treatment, and new materials will surely benefit our life quality.
Put Ourselves into Perspective From space earth is really small, from space earth is really fragile. Sometimes I think it would be a important thing to put our place in the universe into perspective. We as the human species have been hurting to our own home the earth for quite a while now. If we start seeing how small and fragile we are out there floating in space, maybe we will not be so prone to abusing our one true home in the future.
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Make You Feel it How I Solve The Problem
To solve this problem, the key point is connect the public with the space science. The reason of public lost interset of space is the lack of relevance. If people can’t feel the exist space science, how can they care of it? The core of my thesis project is making people feel the importance of space science. Only when people realize the space science will affect their life and the world, they will support it. To catch their attention, I should find a direction to inspire them, to convince them. Here comes the challenge–find the right story and proper way to connect people with space exploration. I think from a certain perspective, the public is still interested in space, but they need to feel that space exploration has direct relevance to them. As a designer, my task is making the abstract science ideas become visible.
Who is The Audience • Adults who will get benefit from the space exploration • Adults who care about the future of our society • Adults who not realize the importance of space science
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Thesis Objective
Inspiring public interest in space science to increase the public enthusiasm and support for space exploration.
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OGST Objective, Goals, Strategy and Tactics
The OGST means objective, goals, strategy and tactics. The OGST diagram directly show the structure of the entire project. My thesis project comes with one obvious objective, in a sample way to say, make people care about space exploration again. With this objective, the project substantiated by twos goals which were divided by purposes. In each goal, there has two strategies which were supported by numbers of tactics. All this elements support each other and construct the whole thesis project.
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Objective
Never Stop Dreaming Inspiring public interest in space science to increase the public enthusiasm and support for space exploration.
Goals
Learning
Awareness Increase funding for NASA.
Inspiring Provide an experience to help people learn from space exploration.
Strategy
Tactics
Take advantage of technology platform, use interactive media to enhance learning experience.
Promote greater understanding and respect to space science and exploration plan.
Become the best source of space science knowledge to attract the most audiences.
A petition campaign for NASA to increase its funding
Interactive Platform
Visual Campaign
Educational tablet App, smartphone App, digital book and web site
Poster series, advertisements and pamphlets
Learning Set
Interactive Platform
Packages of a set of equipment which let people feel the amazing of astronomy
Campaign web site
Brands Identity and branding Exhibition Environment graphic and exhibition web site
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Material Matrix The Possible deliverables
Learning
Awareness
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Interactive Platform
Tablet & Smartphone APP
Web Site
Learning Set
Learning Book & Card
Package
Campaign
Outdoor AD
Poster
Exhibition
Environment Graphic and Web Site
Web Site
Brands
Identity and Branding
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Hurry Up Time is Important
In this one-person project, time is very sensitive. A good schedule will be used to make my project to become much easier to follow. Each step of the project progress can be easily found and located in the timeline. Allow the timeline looks fixed, it is flexible. Because of the design, the timeline can be easily adjusted and updated.
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Key THESIS PRODUCT COURSE
2012 September
October
November
December
Research Thesis Concept Develop Thesis Story
GR801 Book
GR801 Thesis Development GR604 Natura of Identity GR800 Directed Study
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2013 January
February
March
April
May
June
Research Develop Thesis Story Interview / Survey / Museum Experience
Campaign
Branding
Exhibition
App and Website Learning Set
The Story
Research Report Branding
R800 Directed Study / One on Four R800 Directed Study / Package Design 2 R800 Directed Study
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Key THESIS PRODUCT COURSE
2013 July
August
September
October
November
December
Final Thesis Portfolio
App
Campaign
Thesis Book
Portfolio
Exhibit Learning Set Internship
GR650(899) Portfolio Final Review
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Three Habits
Habits can be extremely useful and it would be impossible to run our lives without them. Habits are not only work on our daily life, but also in our career life. As a designer, good habits serve to create better solution and future of our design career, and also help us maintain our design mind.
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Read a Good Book We derives a lot of creative inspiration from reading. Books are good source of new ideas and inspirations. As a designer, we are asked to solve all kinds of different problem, yet our experience are often too limited to provide is with the insights to do this well. By reading book, we broadens our horizons and knowledge.
Partner With Civic Organizations Working for civic organizations means the concept of the audience remain broad. When work with civic organizations, designers are putted in touch with broader audience that than they would normally reach. It also means the designers are in a different position than a commercial work, so designer should consider the concern of public and their elected representatives.
Let The Work Speak For Itself It is impossible to speak for your work every time. Your work will be reviewed and seem by different people in different place, and of course you can’t be there. So when you design your works, you have to make sure your works have the ability to speak for itself. The work like that are not only promote themselves, they will help promote you, the designer, at the same time. Every time you make design, make sure you work delivery all information by themselves.
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Beyond Academy The Possible Futures
This thesis project is the largest and most complex project in my portfolio, but it is not the end. This thesis project represents a job expectance in a specific field of practice or with a certain type of firm. And in a higher level, this project is an entity in and of itselfan artifact or marketing proposal for a product or service that is destined for life beyond the Academy way.
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Interactive The large part of future Graphic Design will goes to digital form. The interactive design is a important part of my thesis project. Take the advantage of mobile devices, a app and a website can be noticed by a large group of people. The well designed app and website can move forward to encourage people to use it more. I believe the use of Graphic Design will help the technology becomes more effective. After I finish this thesis project, I hope my experience on the interactive design will help me find a job in studio which focus on interactive design area, so I can use my skill to make good interactive design.
Exhibit Another important part of my thesis project is event design. Although the future of Graphic Design will goes to digital form, some of the physical designs can’t be replaced. Events like exhibition should still have its place in the real world. A impressive event must get audiences the most direct visual impact. The exhibition design of my thesis project will be a effect way to catch public’s attention on space exploration. I hope my design will be noticed by design firms which focus on oversees business management. I also hope I can work with science organization to make my thesis comes true.
Branding Behind the interactive design and exhibition, there is a idea of branding. The whole thesis project is about a brand of science education. A brand has its power to make people want to be part of it. I want brand thesis project deliver a message to people. When people see it, they will know this brand is about exciting science story. I hope my design will be interested by design forms which focus on identity and branding, and offer me a job to work in the branding world.
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The Resources People to talk to, books to read, places to go and things to understand
Book List • America in Space: Nasa’s First Fifty Years by Robert Jacobs • The book A History of Space Exploration by Tim Furniss • Space Chronicles: Facing the Ultimate Frontier by Neil deGrasse Tyson and Avis Lang • First Space Encyclopedia by Caroline Bingham • Entering Space: Creating a Spacefaring Civilization by Robert Zubrin • Space Exploration For Dummies by Cynthia Phillips PhD and Shana Priwer • My Book of Space by Ian Graham • Packing for Mars: The Curious Science of Life in the Void • Introduction to Space: The Science of Spaceflight by Thomas Damon • Physics of the Future: How Science Will Shape Human Destiny and Our Daily Lives by the Year 2100 by Michio Kaku
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Museum List • California Academy of Science - San Francisco, CA • Exploratorium -San Francisco, CA • Reuben H. Fleet Science Center - San Diego, CA • California Science Center - Los Angeles, CA
Contact List • Institute for the Future 124 University Avenue Palo Alto, CA 94301 (650) 854-6322 www.iftf.org info@iftf.org • Space Foundation 4425 Arrowswest Drive, Colorado Springs, CO 80907 (719)576-8000 www.spacefoundation.org • Penny4NASA www.penny4nasa.org admin@penny4nasa.org
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About Me
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I am Ken, a 26-year-old graphic designer in San Francisco. Born and raised in China. When I was a child, I were dreaming to become a scientist. In my memory, I spent a lot of time at reading science fiction story and encyclopedia in my childhood. Although I grew up and became a designer, I still have a passion on science and Sci-fi objects. I think in a place of my heart, I still keep my childhood dream. After I moved to United States, I have more chance to read to the latest science news and to watch the latest sci-fi movies. In an occasional case, I noticed that the number of Sci-fi movies and TV series are dramatically reduced. In 2011, after I read the news about the last flight of the space shuttle, I think I have to find out what was happening. After my research, I realize the space dream is slowly out of the public gaze. My childhood dream jumped out at that moment. I thought I should make actions to realize my childhood dream, even I am not a scientist. As a graphic designer, I can’t write the science story to people, but I can catch people’s attention on science. So there comes the inspiration for my thesis project.
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Never Stop Dreaming
DESIGNED AND WRITTEN BY ZIJIAN KEN LI ACADEMY OF ART UNIVERSIT Y 2012
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