Oaseas

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Oaseas Process Book


“ No water, no life. No blue, no green.” —Sylvia Earle

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Contents

1.

4

2.

Topic Exploration

Topic Development

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Topic Investigation

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Brand Background

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Narrow Topic

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SWOT Analysis

10 Brainstorm Process

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Personas

16 Three Ideas

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Stakeholders

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Competitors

Oaseas Process Book


3.

4.

Brand Development

Deliverables

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Moodboard

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Exhibition

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Initial Naming

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App

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Logo Development

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Packaging kits

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Color And Typeface

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Brand Poster Series

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Chapter 1

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Oaseas Process Book

Ch.01 Topic Exploration


Topic investigation Brainstorm process Narrow topic Three Ideas

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Topic Investigation

Car break-ins in SF FACT: A stunning 50 cars were broken into Wednesday night, after authorities initially believed that 30 cars, which were confined to a parking lot at Gibson Drive and Roseville Parkway, had been hit. As the day went on, additional calls rolled

At first class Sandra asked us to wrote ten things we like and ten things we don’t like, ten problems in the world

in about “clusters” of 20 other car breakins in several other areas of the city.

that could be solved, ten problems in the world that will never be solved, ten communication problems, and twenty-five things we are passionate about. The exploration helped me to develop five topics to investigate.

Ocean pollution FACT: Storm water is the largest source of pollution to San Francisco Bay. When it rains, pollution like trash, oil, pesticides, fertilizers, household chemicals, and legacy toxic pollutants are washed into the Bay without being treated or filtered.

Procrastination FACT: Procrastination is defined as the

habitual/intentional delay of starting or finishing a task despite its negative consequences. About 20% of adults claim to be chronic procrastinators, based on research by Joseph Ferrari. Some studies suggest the rate among college students may be as high as 70%.

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Ch.01 Topic Exploration


Global warming

Ocean pollution

FACT: The average surface temperature has increased more than one degree Fahrenheit since the late 1800s. Most of that increase has occurred over just the past three decades.

FACT:

Storm water is the largest source of pollution to San Francisco Bay. When it rains, pollution like trash, oil, pesticides, fertilizers, household chemicals, and legacy toxic pollutants are washed into the Bay without being treated or filtered.

Problem:

• Many Bay Area creeks cannot support healthy fish populations because of pesticide contamination. • Fertilizers contribute to growth of algae and reduced oxygen in the Bay. • Bay fish are unsafe to eat because of high PCBs and mercury concentrations. • Copper causes salmon to lose their ability to find their spawning streams. • Nickel is lethal to shorebirds. • Oil and grease are toxic to the hearts of fish. • Bacteria and other pathogens make waterways unsafe for recreational activities like boating and swimming.

Obesity FACT: Obesity has continued to grow within the United States. Two of every three American men are considered to be overweight or obese, but the rates for women are far higher. 15% percent of children aged six to 19 are considered overweight. Over 60 percent of adults

• Dirt from construction zones and eroded creeks clouds the water, destroying habitat and impeding healthy plant growth. • Trash such as plastic bags and bottles clogs waterways and can suffocate and disable wildlife. Cigarette butt filters release toxic chemicals and become lodged in the digestive tracts of seals, birds, and many sea creatures.

Achieve:

To suggest cities meet new standards to clean up storm water(reduce pesticide use in parks, city-own lands).

are considered overweight or obese. The United States contains one of the highest percentage of obese people in the world.

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Brainstorm

At this stage, I separated ocean pollution into four-part. Invisible pollution, visible pollution, impact on plants and impact on creatures. Then I explored different pollution in every part. I extracted three ideas from this brainstorm wall eventually, noise pollution, fertilizers, and pesticides pollution and plastic pollution.

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Oaseas Process Book

Ch.01 Topic Exploration


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Oaseas Process Book

Ch.01 Topic Exploration


My three ideas basically came from these three ideas. The seismic survey cause noise pollution, plastic container cause plastic pollution, and gardening cause lawn chemical pollution,

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Oaseas Process Book

Ch.01 Topic Exploration

Toxic chemical

SONAR

Invisible

For Creatures

Single-use grocery bags

Drinking Straw

Leftover

Plastic container

Wind-blown debris

LITTERING

Farming

Tourist industry

Synthetic clothes

MEDICAL WASTE

Off-shore industry

FISHING NETS

Leakages from landfills

Plastic “Six-pack” holder

Sewerage

Detergent & Bleaches

Cruise ship

Ship ballast water

Acid mine

Gardening

Agriculture runoff

Storm water

Terrestrial animal waste

Eutrophication

Accidental oil leakage

Pesticides

Fertilizer runoff

OIL SPILLS

Visible


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Deep Sea Mining

Leakage from sewer lines

Drainage from land

Contamination of food chain

Medicine

Hydraulic pumps and bucket system

For Plants

Toxic Metal

Abandoned boat

Construction debris

OCEAN POLLUTION

Burning Fossil Fuel

ACIDIFICATION

Acid rain

Religious waste

Global warming

Pesticides waste

Plastic beads

Cellar drains or septic tanks

Dust

Groundwater contaminated

Radioactive waste

Urban development

Man-made Chemical

Seismic survey

Disease of animal waste

Military activities

Dirty air

Waring sounds

Increasing motor boat and commercial shipping

Coastal jet and ski traffic

Microfiber


Three Ideas

Idea 1: Be Quiet Question: How can I reduce the noise pollution? I didn’t yell to the ocean.

Summary: You might produce ocean noise pollution uncousiously. First, you can buy locally, reduce the times of buying import products. Then the noise of international commerce shipping will be lessen. If you are boat owner, be sure to regularly clean your propeller as this has a great effect on the amount of underwater sound emitted.

Idea 2: Be Natural Question: Seems like fertilizer pollution and pesticides pollution in the ocean are very far from me, how can I relieve the status?

Summary: If people have a garden and they are using pesticides and fertilizer to manager their plants. I will educate them how to keep pesticides out of water and how to clean the pesticides container before them throw it.

Idea 3: Be Friendly Question: It’s really hard to get rid of using plastic, how can we reduce the damage as much as possible.

Summary: I will demonstrate how horrible the ocean plastic pollution to people and how this pollution impact ocean wildlife tremendously. I want people can reduce, recycle and reuse those plastic products and make them to notice those details which is really important to ocean creatures. For instance, cut those plastic loop before throw them away.

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Oaseas Process Book

Ch.01 Topic Exploration


-One of the top priority in the Bay area is pesticides. -78 million households in the U.S. use home and garden pesticides in the home and garden sector with over 90 million pounds applied on lawns and gardens per year. -Suburban lawns and gardens receive more pesticide applications per acre than agriculture. -More than 94,000 square miles of ocean is dead zone because of algae bloom, which caused by fertilizer.

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Chapter 2

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Oaseas Process Book

Ch.02 Topic Development


Brand background SWOT analysis Personas Stakeholders Competitors

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Brand Background

Name: Oaseas Category: Non-profit brand Location: San Francisco Purpose: Help people to reduce the use of lawn chemical Scope: Local Organization Inspiration: Baykeeper General information: Our organization is focused on lawn chemical pollution for the ocean which is an area people usually cannot realize. Most people and society pay emphasis on plastic or landfill pollution a lot, but people don’t know how severe pesticide pollution is. Is not only damages the ocean ecosystem, but also reflect back to ourselves. That’s why this brand here. To tell, to verify, to save the ocean.

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Ch.02 Topic Development


SWOT Analysis

Strength: Our strength is currently there are is a rare focus on pesticide and fertilizer pollution in society, so less competition.

Weaknesses: Most people will still use chemicals because using chemical is convenient and have instant effects. So even though they know about the damage, they still don’t have long-term vision.

Opportunities: My opportunity is that a lot people own lawns and gardens in the U.S. So my target audience is a big group.

Threats: Those industries will release new “non-toxic� pesticides and fertilizers to convince people to use.

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Personas

James Age: 42 Status: Married with two kids Occupation: Teacher of USF Income: $60k–70k Location: San Francisco, CA Archetype: Responsible, Outdoor, healthy Goals: Work in earnest to provide a better life for family

TRAITS 1. He is a responsible person, so he looks after his family member’s health. 2. He read morning newspaper every day after breakfast and he especially interested in the article which related to health and environment because he concerns about the health problem about his family 3. He spends most of his spare time accompany his family 4. His family has outdoor activity once a week for health and family relationship building 5. He live in a coastal city which affected by ocean pollution the most 6. He and his wife like seafood so the ocean pollution really impact their health 7. He is a biology teacher, so ocean pollution is an attractive topic for him

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Ch.02 Topic Development


Kiko

Breno

Age: 31

Age: 22

Status: Married

Status: Single

Occupation: Manager of an offshore apartment

Occupation: Student of UC Berkeley

Income: $55k–65k

Income: None

Location: Daly City

Location: Berkeley, CA

Archetype: Workaholic, warm heart, Neat Freak

Archetype: Confidence, adventure, leadership

Goals: To be the chief manager in her workplace

Goals: To be the best ever president of Surfrider foundation

TRAITS

TRAITS

1. Because she works as a manager of an offshore apart-

1. Breno started to surf since he was eight

ment, ocean pollution effect their environment directly

2. He is the presidents of Surfrider foundation right now

2. She is a warm-hearted person

3. He doesn’t know much about ocean pollution but he is a

3. She always did her best on her work

curious people

4. She likes animal, so she feel sorrow about marine life

4. He and his team member go surfing and swimming very

5. She treats people very friendly and addresses residents

often. After ocean polluted, they don’t have place to go.

problem immediately

5. Every time run into trouble, he is always the first person

6. At her spare time, she cooks and bakes often or have

to address problems

brunch with friends

6. He has confidence that he can address problem well

7. She and her husband always live in ordered, hate dirty

7. He has good leadership ability

and mess

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Stakeholders

Fisherman might be concerned this topic even though people aware of this problem, they chose to stop eat seafood rather than stop use chemicals. Their business might be influenced.

Lawn chemical industry will be the direct object that be effected. So they really care about the legislation law and my topic.

Government might care about this problem because they want to reduce the pollution too. They can establish corresponding legislation.

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Ch.02 Topic Development


Competitors

Since 1989, Baykeeper has advocated for the health of San Francisco Bay. We use science and clean water laws to improve habitats and communities reliant on a thriving Bay ecosystem.

The Ocean Cleanup is a non-profit organization, developing advanced technologies to rid the world’s oceans of plastic.

NRDC works to preserve the Yosemites and Serengetis of the ocean—and the diverse ecosystems within them. We promote key conservation methods, including the first U.S. law to create a network of marine protected areas.

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Chapter 3

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Oaseas Process Book

Ch.03 Brand Development


Moodboard Initial naming Logo development Color and typeface Brand poster series

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Moodboard

/Natural /Clean /Mild For this project, I don’t want to use a high saturation color. Because ocean pollution is not a hilarious topic. It is a relatively serious and sorrow disaster for marine life. I want to use those mild color to convey the sadness of the ocean somehow. And also state the pure and silence feeling of an unpolluted ocean.

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Ch.03 Brand Development


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Initial Naming We started our naming from 7 different angles. After consideration, I decided to use Oaseas as my brand name. I combined oasis and sea together. The original word oasis represents ideal garden which people want to build, so I hope people can treat the sea as careful as they treat their oasis.

Founder: Lansea, Land sea, SeaLand

Descriptive: Aquatic, Undersea, Oceanic, Blue

Fabricated: Aquaticare, Oxseagen, Seaya, Seall, Seacides, Yousea

Metaphor: Green ocean, Whale guard, Ocean guard, Underneath, Ocean cleaner, Marine soldier

Acronym: BOE(Blue ocean eco), SSSF(Sea shepherd San Francisco), OUS(Ocean union society), OSSF

Magic spell: Toxseac, Oaseas, Sea-cide

Combination: Blue heart, Marine hero, Ocean tear, The ocean guardian

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Oaseas Process Book

Ch.03 Brand Development


Logo Development In the beginning, I designed the typographic and iconic logo. For both of these two directions, I used green and blue to represent lawn and ocean, to make the connection between this two items. To inspire people to come up with lawn and ocean when they look at this logo at first glance.

Typographic logo

Iconic logo

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Final logo

Logo in Color

Black on white

White on color

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Ch.03 Brand Development


Color and typeface

Color I chose these three color to represent pure, ocean and plant. I thought these color can convey the natural and pure feeling.

C 35 M 20 Y5 K0

Typeface I chose Din pro because it has multiple weights I can use. And it has a slightly severe look but not too serious which is appropriate for my series information poster, so I chose Din pro.

C 95 M 90 Y 10 K0

C 50 M 30 Y 85 K 10

Din pro Light/ Regular/ Medium/ Bold/ Black Light italic/ Italic/ Medium italic/ Bold italic/ Black italic Condensed light/ Condensed regular/ Condensed medium/ Condensed bold/ Condensed black Condensed light italic/ Condensed italic/ Condensed medium italic Condensed bold italic/ Condensed black italic

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Poster series

I chose the information format to convey my idea because I thought this is the most appropriate way to demonstrate those enormous data to people thus to cause people’s

Suburban lawns and gardens receive more pesticide applications per acre

(3.2–9.8lbs)

than agriculture

attention and concern on the ocean.

90 million pounds

pesticide applied on lawns and gardens per year Pesticide sales by the chemical industry average

$9.3 billion. Annual sales of the landscape industry are over $35 billion

78 million Households in the U.S. use home and garden pesticides There are totally more than 94,000 square miles of dead zone in ocean, just because of algal bloom. One such dead zone in the Gulf of Mexico is roughly the size of New Jersey, and is continues to grow.

A 2004 national survey reveals that 5 million homeowners use only organic lawn pesticides and 35 million people use both toxic and non-toxic materials

•NITROGEN •PHOSPHORUS •POTASSIUM

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90 million pounds pesticide applied on lawns and gardens per year

million

78 million

•BIFENTHRIN

Households in the U.S. use

Households in the U.S. use home and garden pesticides

home and garden pesticides

A 2004 national survey reveals that

5 million homeowners

Suburban lawns and gardens receive more pesticide applications per acre

use only organic lawn pesticides and 35 million people use both toxic and non-toxic materials

(3.2–9.8lbs)

than agriculture •NITROGEN

•PHOSPHORUS

•PHOSPHORUS

Suburban lawns and gardens receive more pesticide applications per acre

•POTASSIUM

(3.2–9.8lbs)

than agriculture

Pesticide sales by the chemical industry average There are totally more than

94,000 square miles of dead zone in ocean, just because of algal bloom. One such dead zone in the Gulf of Mexico is roughly the size of New Jersey, and is continues to grow.

$9.3 billion. Annual sales of the landscape industry are over $35 billion

There are totally more than

94,000 square miles of

dead zone in ocean, just A 2004 national survey reveals that 5

million homeowners use only organic lawn pesticides and 35

million people use both

because of algal bloom. One such dead zone in the Gulf of Mexico is roughly the size of New Jersey, and is continues to grow.

toxic and non-toxic materials

90 million pounds pesticide applied on lawns and gardens per year

•CYPERMETHRIN

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Ch.03 Brand Development


Poster refinement

At first, I reduce the amount of information because normally people can only rare information just at one glance.

There are more than

I add the “polluted water” and marine life on the back-

94,000 square miles

ground to corresponding my topic.

just because of fertilizer overuse.

Less information help audience to remember. And also

of dead zone in ocean, One such dead zone in the Gulf of Mexico is roughly the size of New Jersey, and is continues to grow.

•NITROGEN •PHOSPHORUS •POTASSIUM

78 million

Households in the U.S. use home and garden pesticides

90 million pounds pesticide

applied on lawns and gardens per year

Pesticide sales by the chemical industry average $9.3 billion. Annual sales of the landscape industry are over $35 billion.

Suburban lawns receive more pesticide applications than agriculture.

•BIFENTHRIN

•BIFENTHRIN

•CYPERMETHRIN

•CYPERMETHRIN

•PERMETHRIN

•PERMETHRIN

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Final poster 1

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Ch.03 Brand Development


I showed the number of dead zone area on this one. So I chose to put this poster beside the ocean to make it more corresponding with the information.

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Final poster 2

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Ch.03 Brand Development


I showed the data of how many people use pesticides in the U.S. on this poster and I chose the environment where the near suburban residential area in order to educate more target audience.

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Final poster 3

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Ch.03 Brand Development


I chose similar environment with second poster but different information towards to exhibit different data.

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Chapter 4

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Ch.04 Deliverables


Exhibition App Packaging kits

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Exhibition

Message and drivers To demonstrate the process of lawn chemical pollution in the ocean and how this pollution impacts human health too.

Summary This exhibition is the most direct and vivid expression to give people memorable expression. I want to hold an exhibit to educate people what is lawn chemical pollution to the ocean and why it happened and how this pollution damages human health. In this part, I will not only show images but also use interactive design to let people feel participation.

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Ch.04 Deliverables


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I choose to hold this exhibition at the California Academy of Science. Here is an appropriate feeling to hold this exhibition because they posses aquarium which connect to the ocean and this museum is an educational place.

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TICK ETS

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Ch.04 Deliverables


$35.5

$35.5

55 Music Concourse Drive Golden Gate Park San Francisco, California

12–15 NOV, 2018

ADMIT ONE

www.calacademy.org

www.calacademy.org

GENERAL ADMISSION

3 DAY PASS

55 Music Concourse Drive Golden Gate Park San Francisco, California

GENERAL ADMISSION

ADMIT ONE

55 Music Concourse Drive Golden Gate Park San Francisco, California www.calacademy.org

www.calacademy.org

12–15 NOV, 2018

55 Music Concourse Drive Golden Gate Park San Francisco, California

3 DAY PASS

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This name badge uses 100% renewable material instead of plastic.

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Ch.04 Deliverables


This three information stand respectively show floor plan, aquarium program, and Oaseas exhibition program. Oaseas suggests people go to the aquarium first and then back to Oaseas exhibition. People go through this trip from unpolluted ocean to polluted ocean, to feel the contrast.

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This booth technically shows the detailed information of ocean pollution, so people can take a close look at it.

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Ch.04 Deliverables


This chemical wall shows various common lawn chemical that people use. This part is in order to educate people, even though some chemical said they are organic, they still harmful to the ocean.

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This interactive kiosk is the first step of pollution process. People use fertilizer and pesticide to build their lawn. That chemical will run into the ocean eventually.

This section shows the process of lawn chemical pollute the ocean and then how it affects human health. Those are all slide show, give people the most intuitive feeling of lawn chemical pollution.

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App

Message and drivers To help people to reduce lawn chemical pollution by giving them methods to reduce chemical use.

Summary This App provides people with alternative ways to treat their garden. To use chemicals properly or choose the natural method instead of using a chemical. Also they can use this App to discover various useful ways from sharing section. In addition, users can record their activities in this App.

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Wireframe This wireframe help people to understand the flow of this App.

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Ch.04 Deliverables


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Landing Page This is basically login page. As a user, you should login in or sign up first. Then you can start your trip.

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Before starting to use this App, users need to set up these three steps. This recording will show up in the video and article section. The system will automatically select video and article which users interested in the most.

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Main Function Page This page use illustration simply introduces how this App works, and users can swipe the image to see the different marine creature. I use those photos to cooperating with my brand.

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After users start their own plan, they will choose the problematic plant. If users don’t sure about what the plant is, they can use scan function to scan their plant.

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And then users will choose what problem they have. Those pictures help people to identify.

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After analysis, the system will give people two choices. One is using a synthetic method and the another is natural. If users choose synthetic, this App will give them the dosage which according to the ground area. Then even though they choose a synthetic way, at least people will not overuse. And also offer the link which people can get it from other websites.

And if people pick the natural way, it will jump to this page to show what gradients people need to make natural garden compost and also supply the how-to video.

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Calendar This function is to recording your gardening activities. I use four colors to represent different activity, users just select a day and just click the day to recording.

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Discover People can watch various video and article to enrich their gardening knowledge. And they can write the comment under the video to share experience too.

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Time to make natural compost in your backyard. Remember to check out the ingredient list. You can grab some ingredient from your yard too.

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Green material

Time to compost

Brown material

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Packaging kits

Message and drivers To provide specific products to help people accomplish the method which can reduce chemical use.

Summary In this deliverable, I designed two packaging kits, one is the vermicomposting kit and one is ladybugs kit. These two kits are all useful and natural tools instead of chemical.

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Test soil moisture, pH value and sunlight level of plant with our meter, quickly helps you specialize in grasping when you need to water your plant, control the pH value in the soil and know about whether it gets adequate sunlight.

These two tools are for the aeration in the compost bin, users need to use this two tools to move around the material in the bin once a week or every other week.

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Gift box, to place all stuffs in there

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Worms can do it /red wigglers Package dimension: 7x6x6 inches Items weight: 3 pounds Manufacturer: Oaseas

Scan here to get from our website Or you can just go to our website Oaseas/wigglers.com

Wigglers package, including fabric bag and tag. The fabric has good air permeability, so we can guarantee the survival rate of wigglers. And there is detailed information about this product.

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The illustration which shows how wigglers work in the vermicomposting process.

This list teaches people what food wigglers can digest well, and which food is harmful to wigglers.

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Tight-fitting lid can contains odors.

Two trays provide plenty of room for worms to work.

This illustration shows the function of each layer of the compost bin. And there are multiple tips for solving problems. If people need natural and unpolluted soil, they can also purchase good quality soil starter from Oaseas.

Filter layer

Spigot on the bottom lets you collect nutrient-rich “compost tea.�

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Holds up to 33% more water than native soil

Pest and infest free, 100% healthy soil

Made from 100% renewable resources

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Ladybugs kit This ladybug kit is supposed to instead pesticide somehow. It is well-known that ladybugs are good bugs, they eat aphids which harmful for the garden. So I create a kit which includes ladybugs, ladybugs house, cotton ball, herb seeds, and nectar powder.

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I still use illustration in this introduction to help people understand how ladybugs work. And this introduction tells those tips which can help people to keep ladybugs.

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Those fabric lids have air permeability, ladybugs can breathe just as well as they do at the outside.

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Cotton balls and nectar powder If you want to keep ladybugs, you need to offer food and water in your garden which can supply ideal habitats for ladybugs. But if you just put a container with water in it, ladybugs are easy to fall in and die. Or you spray the water on the plant, it will be absorbed by plants. So just put the wet cotton ball near the plant which you want to keep ladybugs around.

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Ladybugs like those nectar powder. Sprinkle the powder on the plant, ladybugs will be attracted by this.

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This kit also sells various herb seeds. For long-term vision, grow those plants can help to build a ladybugs friendly garden.

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This ladybugs is made out of bamboo, so it has good waterproof features. And those little pipe supply a dark and safe room for ladybugs.

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Oceans are sick Don’t make it darker 86

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Conclusion

At the very beginning, I was very struggling with the logical thing. I decided to do ocean pollution, I thought the general topic would be easy to deal with, but I was wrong. When the topic became big, you can’t focus on the details. So I narrow the topic into lawn chemical area. Actually, I can’t convince myself to trust that this problem really matters at the first time. But after some investigation, I found this problem really exists and rare people realize that just like I did. I started to think about how can I relieve current status from the graphic design angle. Then I figured out. I separated into three steps and used three deliverables to convey my idea. The first deliverable is to educate people, to let people know what is lawn chemical pollution. The second one is to provide users with alternative choices in order to reduce chemical usage. The third one is assisted with the second one. Users can get chemical substitute goods from our brand. By using our brand, I can’t say it will have a distinct change in the ocean. But for a long-term goal, it helps to build healthy and clean ocean and also contribute to human health. That’s why this brand here. To tell, to verify, to save the ocean.

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Credits

Research information ipm.ucanr.edu beyondpesticides.org baykeeper.org compostinstructions.com thisoldhouse.com rubiconglobal.com

Images pinterest.com behance.com mrmockup.com graphicpear.com mockupworld.co nationalgeographic.com

Book design by Lanting Luo( Klorysa) Printing and binding by Lanting Luo (Klorysa) Email: Klorysabb@gmail.com

GR 620 Visual Thinking Instructor: Sandra Isla Fall 2018 Oaseas process book

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