Collaborative Social Design

COLLABORATIVE SOCIAL DESIGN Lauren P. Adams M.F.A. Graphic Design

Maryland Institute College of Art

collaborative social design Collaborative Social Design Lauren P. Adams M.F.A. Graphic Design

Maryland Institute College of Art Spring 2011 laurenpadams.com/thesis

contents Collaborative Social Design

05 Writing 21 Baltimarket 31 Photovoice 45 Calorie King 59 Exhibition 77 Process

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writing

A Chronology of Written Exercises

‘Collaborative Social Design’ combines three community projects, each exploring a different facet of Baltimore City’s food issue. Through these three collaborations with existing organizations, I explored how graphic design can influence the social problem of food access, distribution, education, and nutrition.

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c o l l a b o r at i o n a s a t h e s i s s t r at e gy

Thesis Essay April 18, 2011 In approximately 1500 words, write an essay about a specific design strategy you used in your thesis project. Explain the strategies, the potential concerns, and how you overcame them.

During their second year in graduate school, most graphic design M.F.A. students work independently on a selfinitiated thesis project with no outlined parameters, no art director, and no business partners. My experience was different. I embraced parameters and partners. I worked interdependently. I collaborated with community groups.

After a year of graduate study, I outlined the goals for my thesis project. I was undecided on its subject matter but confident that the project should be specific to Baltimore. I have always firmly supported community engagement, and my time in graduate school was no exception. I also craved a project with a purpose that realized a larger goal—an existence that did not end with my exhibition deinstallation. I wanted to create designs that informed and educated people, rather than an elaborate exhibit that showcased my skills to my peers.

I had recently participated in a project through MICA’s Center for Design Practice and the Baltimore City Health Department called the Virtual Supermarket. The program, now named Baltimarket, allows residents who live in food deserts—urban areas that lack sufficient access to healthy foods—to order groceries online at a local public library or school. The supermarket delivers the groceries to the ordering site the following day for no delivery charge to the customers.

Still inspired by my recent research and design for Baltimarket, I thought about exploring alternative solutions to access in food-desert neighborhoods.

That summer, I researched urban food environments. I continued my work with Baltimarket as a freelance designer. I won a scholarship to attend a conference about urban food issues. I read every public-health study, news article, and online blog I could find about food access. In the fall, I enlisted

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Collaboration as a Thesis Strategy | Writing

Laura Fox, the Program Coordinator of Baltimarket, as my thesis advisor. She could provide a perspective on public health that I would not be able to match at MICA. Ms. Fox connected me with several professionals in the field.

First I met with Sara Bleich, an Assistant Professor at Johns Hopkins University whose publication, The Publics’ Understanding of Daily Caloric Recommendations & Their Perceptions of Calorie Posting in Chain Restaurants heightened my interest in food Calories. The report examined whether or not Calorie postings in fast-food restaurants changed purchasing behavior. I was especially interested in topic’s timeliness. In March 2010, President Obama signed a federal law that requires all chain restaurants to post Calorie information on menus. My thesis project gained even more direction after meeting with Anne Palmer, director of Hopkins’ Center for a Livable Future.

Ms. Palmer encouraged me to address food demand rather than focus exclusively on access. She explained that healthy food access is futile if the community does not demand it.

After meeting with public-health professionals, I felt motivated and ready to narrow my project scope. I focused my energy on fast food for a few reasons. The chain restaurants had ample information like nutrition facts and a series of national advertising campaigns. Plus, fast-food businesses are rampant in Baltimore’s food deserts. I scrutinized McDonald’s menu, nutrition, and advertisements. I designed several concepts in response: a Calorie-education napkin campaign, redesigned food packaging, even an iPhone app of nutritionally color-coded menu options. But when I thought about how to execute these

ideas, I was discouraged. I wanted my project to have measurable impact and until this impediment, I assumed the project would be independently solvable. I quickly realized my concepts were too idealistic or expensive to create on my own and exist in Baltimore. I needed partners with analogous goals but unique strengths and resources. I needed collaborators.

Once I decided to collaborate, I found plenty of opportunities to do so. I had continued freelancing for Baltimarket and meeting regularly with Ms. Fox. I realized Baltimarket’s design process of seeking community feedback could not only inform my thesis project—it could be a part of it. Another contact from the Baltimore City Health Department, Ryan Petteway, invited me to co-teach a research project called Photovoice. The class taught photography basics to sixth-graders, all of whom lived in food-desert neighborhoods, at the Carmelo Anthony Youth Development Center in East Baltimore. The students were issued cameras to document their experience with food, and its lack, in their everyday life. The Photovoice project’s goals aligned nearly perfectly with my own, so I accepted the position.

Initially, I was concerned about maintaining design autonomy in these collaborations. As a thesis student, I still wanted to explore my own style and voice. While I wanted to work with partners on a community project, I could not adhere to the traditional client-designer relationship. I wanted to explore new ideas and unexpected solutions. Baltimarket had always provided me with design flexibility, so the thesis integration came easily.

Furthermore, MICA’s Center for Design Practice won a grant for fellow designer Aura Seltzer and me to address how Baltimarket

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can encourage healthful eating. I began to connect my previous Baltimarket strategy, designing with community feedback, to novel experimentation and techniques. Photovoice also freely transitioned into a thesis component. The collaboration benefitted both of our agendas. The opportunity provided additional material for my food environment research and I created lessons that enhanced the Photovoice curriculum.

Collaborative Social Design took shape. The thesis would The thesis would consist of three community projects, each addressing a consist of three different facet of Baltimore community projects, City’s food environment. each addressing a Through these three collaborations, I would explore how different facet of graphic design can increase Baltimore City’s food healthy food access and environment. nutrition education. But there was still a portion of the social issue that I had not yet addressed—creating demand for healthy food. I further pursued the McDonald’s menu and nutrition exploration but doubted that I could implement the concepts in a real restaurant. I needed a partner to transform the ideas into reality.

At Ms. Fox’s suggestion, I met with Ralph Loglisci, Director of the Johns Hopkins Healthy Monday Project. Mr. Loglisci expressed enthusiasm. He encouraged me to contact a nearby Burger King whose owner had dabbled with public-health projects in

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Collaboration as a Thesis Strategy | Writing

the past. I outlined an experiment that analyzed whether or not graphic design could increase the purchasing of healthier alternatives at a fast-food restaurant. I would survey community members to learn about buying patterns and health perceptions.

This feedback would inform designs for window-cling posters and advertisements that encouraged lower-Calorie options.

The campaign would run for a test period to gauge customer response. Afterwards, I would compare sales data both before and during my campaign and publish the results. I contacted the owner of the Burger King, Mr. Bob Diaz, to explain the project. To my surprise, he consented.

Mr. Diaz’ participation was crucial, but that was not the last obstacle. Each partner expressed an individual agenda. Mr. Diaz’ primary goal was to increase sales at Burger King. This particular restaurant—near the Hopkins School of Public Health—had struggled to stay in business. He intended to appeal to new customers at Johns Hopkins and even requested permission to advertise at the university. Mr. Loglisci of Hopkins’ Center for a Livable Future anticipated the prospect of Burger King participating in the Healthy Monday campaign. I relied on Burger King as a vehicle for my advertisements and Hopkins as a credible partner and funder for the production cost. Because the project was interdependent, many details superseded my control. It was tricky to navigate the choppy waters of Burger King’s corporate regulations, Hopkins’ institutional processes, and my own strict time line. To prevent failure, I drafted alternative strategies in case of a potential shift in partnership. I adjusted my time line as necessary but held others accountable with continual emails and phone calls.

But even my best effort as a project leader was not able to anticipate every change in plans. Mr. Loglisci admitted that Johns Hopkins needed to drop out of the project. Without the support of his staff, Mr. Loglisci was not able to follow through with his promises. While Mr. Loglisci graciously continued to personally advise the project, without the Johns Hopkins’ title and public health accreditation, I worried the project would flop. Furthermore, the break meant no $1500 grant. The production money for the window clings and exhibition material was instantly withdrawn.

Thankfully, everything worked out. I adjusted the project scope and exhibition design to accommodate my personal budget.

I scaled down the window cling sizes and cut my own vinyl captions instead of ordering professional transfer type. Mr. Loglisci introduced me to a nutritionist who helped further refine the advertising message. Luckily, Mr. Diaz was not fazed by the change in plans. The project commenced. In the end, sales of the items in my advertisements did actually rise by varying amounts. I even overheard passersby talking about the window clings when I visited Burger King. When the project thrived, I felt especially proud considering the potential pitfall. I initiated the collaboration, outlined a plan, and juggled multiple agendas.

Even with the change in partnership, the Calorie campaign produced pleasantly surprising results.

I love that your work is real. Many people say they’re going to do something but don’t follow through with their plans.

decision to work with community partners. In this case, every participant benefited from the collaboration.

But collaborations carry risk, too; interdependence requires flexibility. A collaborative designer cannot often simply work harder to solve a problem.

Instead, she must use the surprises to her advantage.

Unanticipated project twists can lead to a new perspective or a more rewarding conclusion. At times, my community collaboration was frustrating, complicated, discouraging, exhausting, and unpredictable, but ultimately, it was still worthwhile. Without partnerships, I would not have included Baltimarket in my thesis project and the virtual supermarket would not have encouraged healthful eating. Without Laura Fox as my thesis advisor, I never would have met Ralph Loglisci or approached Burger King. Bob Diaz would not have increased his sales, and a few people in East Baltimore would not have eaten a balanced meal. Collaborations can benefit every party involved, creating outcomes that are otherwise impossible. ■

At my thesis exhibition critique, guest designer Dmitri Siegel said, “I love that your work is real. Many people say they’re going to do something but don’t follow through with their plans.” The success of Collaborative Social Design was a direct result of the

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fo o d ac c e s s g l o s s a ry

Arabber: a group of small entrepreneurs who have hired horses and carts to carry a variety of food items to the neighborhoods of Baltimore. Arabber Preservation Society Food Access: a household’s ability to regularly acquire adequate amounts of food through a combination of its own home production and stocks, purchases, barter, gifts, borrowing or food aid.

World Food Program Food Security Assessment Glossary

Food Access Gap: a comparison of household food expenditure with the cost of a minimum food basket, taking into consideration the proportion of food that is not purchased, such as food coming from one’s own production.

World Food Program Food Security Assessment Glossary

Food Availability: the food that is physically present in the area of concern, through domestic production, commercial imports and food aid. World Food Program Food Security Assessment Glossary Food Consumption Gap: the gap between food consumption required to meet nutrition needs and actual food consumption.

World Food Program Food Security Assessment Glossary

Food Consumption Score (FCS): a proxy indicator that represents the energetic (Calories) and nutritional (macroand micronutrient content) value of the food that people eat.

It is calculated based on the type of foods and the frequency with which people consume them over a seven-day period.

World Food Program Food Security Assessment Glossary

Food Desert: an area that lack access to affordable fruits, vegetables, whole grains, low-fat milk, and other foods that make up the full range of a healthy diet. Center for Disease Control & Prevention

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Food Insecurity: whenever the availability of nutritionally adequate and safe foods or the ability to acquire acceptable foods in socially acceptable ways (e.g. without resorting to emergency food supplies, scavenging, stealing, or other coping strategies) is limited or uncertain. Life Sciences Research Office Food Security: when all people, at all times, have physical and economic access to sufficient, safe and nutritious food to meet their dietary needs, and food preferences for an active and healthy life. World Food Summit Food Utilization: i) households’ use of the food to which they have access, ii) individuals’ ability to absorb and metabolize the nutrients. World Food Program Food Security Assessment Glossary Gleaning: collecting food from a farm that was missed during the harvest. Gleaning has existed since humans began producing agricultural surplus thousands of years ago. Greg Strella, “Fresh Food Baltimore,” Baltimore Indypendent Reader, Spring 2007, Issue 4

Hunger: the uneasy or painful sensation caused by lack of food.

When we talk about hunger in the US, we refer to the ability of people to obtain sufficient food for their household. Some people may find themselves skipping meals or cutting back on the quality or quantity of food they purchase at the stores. “Food Research and Action Center,” Baltimore Indypendent Reader, Spring 2007, Issue 4

Urban Garden: an agricultural industry located within (intra-urban) or on the fringe (peri-urban) of a town, an urban centre, a city or metropolis, which grows or raises, processes and distributes a diversity of food and non-food products.

Canada’s Office of Urban Agriculture

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thesis frame

My thesis will not expose all the problems of food access in Baltimore City or point fingers of blame. Rather, it will acknowledge the existing problems and explore ways that graphic design can contribute to a solution.

My thesis will not be a silver bullet that solves the issue of food access entirely.

It may not be all encompassing, but it will be an important step toward a future solution. It will be successful if it educates or improves food access or eating behaviors for even a few families.

I will not rely on my own personal research initiatives to inform my design solutions but will instead curate information from other community organizations with aligning interest in eradicating food deserts. This will ensure greater accuracy and avoid redundancy.

opposite Personal Blog Entry October 04, 2010

Writing Exercise 1: Frame September 18, 2010 To frame a subject is to define a specific point of view, often in relation to a much broader range of concerns. In Âą 250 words, define the subject area of your thesis by explaining what you are not doing. Refer to standard or generic approaches to the subject in order to define your own position, or indicate the vastness of your topic in order to locate your own point of focus.

My thesis audience will not be limited to my peers, teachers, exhibition visitors, or even the design community. My audience will include all of the aforementioned plus the neighborhoods in Baltimore that can benefit from greater food access or education. Its vitality will exist in the Baltimore community.

My thesis will not be an obvious brochure or flyer to further clutter the already inundated communities. Instead, it will connect organizations and neighborhoods to a variety of food access resources through an accessible, comprehensive design solution. â–

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t h e s i s vo i c e

Writing Exercise 2: Voice October 02, 2010 Voice is the tone of address that a text assumes in relation to its reader, writer, or subject matter. Take one key idea from your thesis and restate it in each of the three persons.

Third person: Several neighborhoods in Baltimore City lack sufficient access to healthy and fresh food.

Second person: Even if you have access to healthy food, you have to want to buy it. You must be educated about nutrition facts, cost control, food preparation, and potential health consequences.

First person: I will use graphic design to create an educational and communicative tool that serves as a field guide to healthy eating in a food desert.

Third person: Baltimore City residents have been bombarded with temporary solutions that attempt to address the issue food access.

Second person: How can you be expected to change eating and buying habits through the availability of healthy food alone?

First person: I want to create an accessible, persuasive, and memorable campaign that teaches how to understand, afford, purchase, prepare, and value fresh food. â–

12 Thesis Voice and Thesis Vehicle | Writing

thesis vehicle

Step one in my thesis project scope is to research. I’ve read about countless solutions to food deserts with varying degrees of efficacy, both in Baltimore City and across the nation.

Writing Exercise 3: Vehicle October 09, 2010 In ± 250 words, make a case for the physical format for your thesis: book, installation, interaction design, product,

I went to conferences, read books, visited galleries, volunteered at urban farms, and met with multiple city organizations that share my concern about food access.

etc. Describe each of the elements you

Step two in my thesis project scope is to figure out the physical vehicle. What am I going to make? At this point in my research, I think my thesis will be most effective as a citywide campaign that focuses on the educational angle of food access. The campaign will have a central theme, like, Twenty Healthy Foods for Under $2 or Fifteen Healthy Foods You Can Find Near You. It will include components such as bus ads, billboards, flyers, newspaper ads, brochures, radio slots or even television commercials.

thesis is subject to change.

plan to produce. It is understood at this early stage that the final format of your

To make this campaign possible, I will apply for grants through several local organizations and I’ll seek donated marketing space. I hope to partner with existing grocery and corner stores to further advertise the initiative. For example, if the campaign is Twenty Healthy Foods for Under $2, I could put posters up in each corner store, pointing out which of the twenty suggested items were available at that particular location.

Some parts of this campaign will be specific to Baltimore City, like where to purchase healthy food near you. But most of the campaign will be universal to urban food deserts and could be replicable in other cities as well. ■

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u n d e r s ta n d i n g ca l o r i e s i n t h e fa s t - fo o d c o n t e x t ( i )

Thesis Abstract, Draft 1 November 08, 2010 Please prepare an approximately 300word abstract or summary of your thesis project. Your abstract must clearly define the parameters of the project, its depth and breadth, context, and contribution to the field you believe it will make. As we are still in the relatively early stages of the process, consider this abstract another thinking tool that combines frame, voice, and vehicle into a succinct and accessible overview of your project.

While attempting to define a graphic design thesis project that expands healthy food access in the food deserts of Baltimore City, I realized the issue is already being thoroughly addressed.

The city has a Food Policy Task Force, the health department’s Baltimarket initiative is expanding, and several urban gardens have cropped up, to name a few of the many initiatives. What receives less attention, however, is the creation of demand for this healthy food.

As early as 2011, all chain restaurants in the US with 20 or more outlets will be required to post Calorie information on their menus and drive-through signs.

Furthermore, in The Publics’ Understanding of Daily Caloric Recommendations and Their Perceptions of Caloric Posting in Chain Restaurants (March 2010), Johns Hopkins public health professor Sara Bleich concludes that Americans, especially those with high risk of obesity, do actually want to know this Calorie information. The public is divided about how to show the Caloric information that would best help them make a lower-Calorie decision (numerically, daily percentage, or exercise equivalency). With the impending Calorie posting mandate, it is crucial that Americans understand the value of a Calorie for the policy to be effective. My thesis project is two-fold: I will create information graphics to visually explain what a Calorie is and how our bodies use them; and, using Bleich’s research as a foundation, I will then reimagine a fast-food menu design that promotes healthier options.

My first step is to create diagrams that clearly explain energy balance and what our bodies do with Calories. The illustrations will teach the value of a Calorie through relevant visual comparisons of Caloric equivalency.

14 Understanding Calories in the Fast-food Context (I) | Writing

Next, using familiar labels such as green, yellow, and red, I will reimagine a fastfood menu designs, categorizing items by nutritional content. The hierarchy will encourage small steps towards healthful eating habits by empowering the public through clearly visualized information. If appropriate, my thesis may expand to include a similar design that uses common corner store inventory, or a website that compares fast-food restaurants’ menu items.

The vehicle for my thesis will include printed pieces that you would typically find in a fast-food setting, such as bags, cups, napkins, brochures, and posters.

Eventually, it may also include a corresponding web component. The voice will not be condescendingly simple or overly scientific, but will be approachable, conversational, and realistic.

Upon completion, my thesis project will contribute to the field of graphic design by visualizing a timely subject that has been relatively unaddressed by the sector.

More broadly, this project has potential to increase the demand for healthy food by empowering fast-food consumers with clear visual explanations. â–

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u n d e r s ta n d i n g ca l o r i e s i n t h e fa s t - fo o d c o n t e x t ( i i )

Thesis Abstract, Draft 2 December 12, 2010 Thanks to feedback from colleagues and professors, I made several refinements

Obesity is a real and severe problem in the United States and fast-food consumption has proven to be a significant factor in American weight gain.

to my thesis abstract. I realized I need to be clear about why I was doing this project and how it would create demand. It was helpful for me to think about it in logical steps (opposite).

Fortunately, obesity is also preventable, in part by maintaining an energy balance, or consuming and expending equivalent Calorie amounts. Stanford University concluded that when restaurants post Calorie counts, Americans consume less Calories per visit. This trend that began in New York City is about to become national law.

By early 2011, all chain restaurants in the US with 20 or more outlets will be required to post Calorie information on their menus and drive-through signs.

The mandate assumes that Calories will be posted numerically, but Johns Hopkins found that given the option, the public is divided between how they would want to view the Caloric information to help them make a lower-Calorie decision (numerically, percent of daily value, or exercise equivalency). With the impending Calorie posting mandate, it is crucial that Americans understand the value of a Calorie and that Caloric data is shown in a compelling way to ensure policy efficacy. My thesis project is two-fold: I will create a public campaign that explains what Calories are and how our bodies use them; and I will create a collection of work that reimagines fast-food design collateral to encourage lower-Calorie choices.

For the public campaign, I will create a series of expository visuals that explain Calories, energy balance, and why they matter. The designs will be drafted to exist in or near the fast-food environment, using surfaces like bus ads and billboards or napkins and tray liners.

16 Understanding Calories in the Fast-food Context (II) | Writing

Additionally, applying familiar labels such as green, yellow, and red, I will reinvent fast-food menus and packaging, categorizing items by Caloric content.

The inverted hierarchy will encourage small steps towards healthful eating habits by compelling the public through clearly visualized information. This portion of the thesis will likely live in a website, mobile application, or some other external outlet that compares fast-food restaurants’ menu items.

Upon completion, this thesis project will contribute to the field of graphic design by visualizing a timely subject that has been relatively unaddressed by the sector. More broadly, this project has potential to increase the demand for lower-Calorie food by empowering fast-food consumers with essential information and persuasive visuals. â–

Logic Outline i. Obesity is a real, severe, and preventable problem in Baltimore and the US. ii. People eat too much high-Calorie food, especially at fast-food restaurants. iii. People eat too much high-Calorie food, especially at fast-food restaurants, because they don’t know the appropriate Calorie information. iv. People would make lower-Calorie choices if they a) knew how many Calories were in the food, b) better understood the concept of energy balance, and c) experienced the Calorie information in a more compelling way. v. By 2011, all chain restaurants will be required to post Calorie information on their menus and drive-through signs.

Therefore, I designed a thesis project that a) creates a public campaign the educates about Calories and why they matter, and b) creates a body of work that reimagines fast-food design collateral to encourage lower-Calorie choices.

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a bird’s-eye view

creator A Bird’s-Eye View January 30, 2011 You will be writing this thesis essay for readers who do not know anything about your project. All they know is what you tell them in your thesis essay. So in this assignment, you are revisiting a bird’s-eye view of your project.

Here is a skeletal, chronological, fivestage breakdown of a design project: Creator > Creation > Production > Dissemination > Reception. For each stage, you will answer questions, such as who, how, and why?

Please write one or two complete sentences to answer each question.

Who is designing this project: a person, a collaboration, a team?

My thesis is composed of three smaller projects—all collaborations (Photovoice, Baltimarket, Calorie campaign). I am designing and curating the thesis project as a whole.

Why is it being designed by one person, a collaboration, a team?

My thesis addresses community food issues, so collaborations are essential to a project that exists outside of MICA. creation

How is this project being created (i.e., inspiration and process)?

Each supporting project addresses a different angle of Baltimore’s food issues.

The projects were chosen based on their topical relevance, realistic time frame, and potential for creative exploration.

Why is it being created this way?

I sought out community partners originally to serve as advisors to an independent thesis. As I progressed, I realized the partnerships were critical to getting anything accomplished. production

How is the final form of this project to be made ?

Baltimarket will exist as a community project and resource; my designs will take several formats, all aimed at promotion. Photovoice will display an exhibition of photographs and accompanying narratives in City Hall and MICA PLACE. The Calorie campaigns will exist as posters, flyers, and napkins, using screen and inkjet prints.

18 A Bird’s-Eye View | Writing

Why is it being made that way?

Baltimarket: I am bound to the Health Department’s production department.

Photovoice: A gallery show will formally present the students’ photo research and bring attention to policy makers. Calorie campaign: As a hypothetical campaign about Calories and fast-food, prints are the greatest visual explanation. dissemination

How is this project being disseminated?

My thesis will be disseminated through an exhibition, a book, and a website.

Additionally, Photovoice will be shown to policy makers in City Hall and exhibited at MICA PLACE, and Baltimarket’s materials will appear on bus ads, flyers, television clips, etc.

Why is it being disseminated that way?

These are the preset modes of dissemination as defined by MICA’s GD MFA program. Each individual project has its own dissemination tactic, since the projects are community-based and collaborative. ■

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baltimarket Designing with Community Feedback

Baltimarket is a virtual supermarket program of the Baltimore City Health Department. It allows residents of food desert neighborhoods—areas that lack sufficient access to healthy foods—to order groceries online at a nearby library or school. A local supermarket delivers the groceries to the ordering site the next day.

Working with MICA’s Center for Design Practice, I have collaborated with Baltimarket since its inception to develop the program’s name, identity, and advertisements. Each redesign incorporates feedback from the community.

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Poster Iterations These posters show the evolution of the Baltimarket brand and language. In the first poster, we used straightforward language.

The second poster raises awareness about food deserts. The third poster unveiled the Baltimarket name and logo. The fourth and most recent design broadened the language because Baltimarket expanded beyond its library locations.

Since ordering groceries at a library is an unfamiliar activity, we used simple, direct language.

Food and bag images reinforce the idea of grocery shopping.

We directly addressed Baltimore residents

The program would soon be able to accept EBT cards (Electronic Benefit Transfer/food stamps), but we could not advertise this yet.

Instead, we implied payment flexibility.

24 Poster Iterations | Baltimarket

Designed in collaboration with Chris McCampbell

to develop a sense of local ownership.

Many people did not understand why this service was being offered. We created this poster to raise awareness of the underlying problem.

Some customers reported being confused by the food imagery in the first poster, mistaking the virtual supermarket for a nutrition program. In this version, we used a local map instead.

We used the term food desert to empower

Designed in collaboration with Chris McCampbell

residents to discuss the issue.

After getting approval for EBT payment, we advertised it and other methods of payment.

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When the virtual supermarket program received grant support for another year of operation, it was ready for a stronger brand.

This logo combines imagery of fresh food, a paper bag, and a city skyline.

We surveyed several residents about naming the virtual supermarket program.

Baltimarket won because it is communityspecific. The descriptive tagline can be swapped out to represent neighborhoods.

This new system of imagery references the logo. The atypical pairing of food shelved with books attracts interest.

26 Poster Iterations | Baltimarket

When Baltimarket beyond its library locations, we broadened the language.

We also emphasized the free delivery over online ordering.

Since bookshelf imagery was no longer appropriate, we illustrated the bag to emphasize grocery delivery.

When Baltimarket expanded from two locations to four, the variety became a selling point.

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Insulated Bags right Some customers complained that frozen foods thawed on their walks home from the Baltimarket delivery site. In response, we printed reusable insulated bags and used them as an incentive to participate in the program.

Bus Advertisements below Poster iterations three and four became interior bus ads because Baltimarket’s service may appeal to frequent bus riders.

NEA Grant opposite The National Endowment for the Arts recently awarded a grant to MICA’s Center for Design Practice.

The grant enabled fellow designer Aura Seltzer and me to continue our work with Baltimore’s food access. We explored how to encourage demand for healthy food, both within the Baltimarket infrastructure and more broadly, within supermarkets in general.

We collaborated with Real Food Farm, an urban farm in Clifton Park. These photos show a Baltimarket pilot program, Food of the Month, where we provided weekly samples, recipes, and sales on greens.

28 Insulated Bags, Bus Advertisements, and NEA Grant | Baltimarket

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photovoice

Empowering Youth through Photography Photovoice is a research method that uses photography to create change around a social issue. Students take photographs, discuss and write about their experiences, and show the results to policy makers and community leaders.

I collaborated with the Baltimore City Health Department and the Carmelo Anthony Youth Development Center to teach a Photovoice class to sixth-graders.

The students all live in a food desert—an area that lacks access to healthy foods— in East Baltimore. The youth documented their experience with food, and its lack, in their everyday life. We reviewed the students’ photos in small groups and discussed both the art and the subject matter. The photographs and narratives were exhibited at City Hall and the Maryland Institute College of Art.

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Student Photography The bulk of each Photovoice session was dedicated to photo reviews. Students documented their daily experiences with food in their homes, schools, youth center, corner stores, and neighborhoods.

below Shatia age 12 opposite clockwise from top left Anthony age 11, Shatia age 12, Shawda age 13, Craig age 12

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below Sharhonda age 13 opposite clockwise from top right George age 12, Shawda age 13, Shatia age 12

36 Student Photography | Photovoice

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38 Class Activities | Photovoice

Class Activities In addition to photo reviews, each Photovoice session included a supplemental activity to enhance understanding of healthy food access. In this exercise, students clipped images of food from local grocery store circulars. One side of the plate shows food the student frequently eats; the other shows food the student likes, but rarely eats.

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Photo Narratives Each Photovoice participant selected five photographs about which to write.

Here, Shatia explained why she took each of her favorite photos and how they related to food access.

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40 Photo Narratives | Photovoice

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Evaluative Worksheets This worksheet prompted critical thinking about possible solutions to food deserts. In response to the last question, What could help your community have easier access to better food? London and Shawda offer creative suggestions like healthy corner stores, supermarket delivery, and improved public transportation.

42 Evaluative Worksheets | Photovoice

At the beginning of the Photovoice workshop, I taught basic photography techniques. Many students remembered multiple rules.

This question confirmed the obvious: even when offered healthy alternatives, students still enjoy junk food.

This prompt revealed whether or not the students understood the social issue of food access.

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calorie king Influencing Consumer Behavior

Efforts to increase access to healthy food are futile if residents do not demand it. People living in food deserts often have access to fast-food restaurants and corner stores but little else.

I designed this project to see if graphic design could increase purchases of healthier alternatives at a fast-food restaurant.

I collaborated with a local Burger King to encourage customers to choose lowerCalorie options at the restaurant. I surveyed community members to learn about their buying patterns and health perceptions. The campaign ran for a pilot period to gauge customer response. Afterwards, I compared sales data, both before and during my campaign. Results were encouraging—sales for almost all advertised food increased.

45

46

47

Community Survey Before designing the Burger King advertisements, I needed a message that would resonate with the audience. I surveyed 32 people in East Baltimore to find out more about their fast-food habits. Many responders said Calorie totals and doctors’ orders were influential. This feedback informed the content for the ads.

below Total tallies for the survey answers in East Baltimore right I received a wide variety of reactions to the strangers I approached on the street. In general, women were more reluctant to answer the survey than men.

48 Community Survey | Calorie King

Survey Reactions I eat fast food because it’s cheap and readily available. I’m actually a cook at a fast-food restaurant. But I do—I try to eat healthy. Man outside Orleans Library I definitely don’t need to see what would happen to me if I choose the unhealthy option. That’s what they make prescriptions for! Man on Morris Street Excuse me, Miss, I saw that exchange there. Show me what’s in your pocket.

Police Officer who accused me of buying drugs behind a school where I had just administered a survey. The policeman agreed to answer my questions.

I work downtown and that’s about all that’s available. It’s easier than bringing something back to work to eat. You have a hard job out here.

You’re the in the wrong neighborhood.

Man on Central Avenue What’s in it for me to answer your survey? You gonna give me bus fare?

Woman on Lexington Street I won’t be able to help you. I’m just a homeless woman waiting for the shuttle.

Woman on East Baltimore Street

Collaborative Social Design | Graphic Design Thesis Project

49

Burger King Vernacular To better blend in with the typical Burger King environment, I first researched their existing advertisements. I used similar colors, bursts, and gradients as these ads. I even used Memphis, Burger King’s signature slab serif typeface.

50 Burger King Vernacular | Calorie King

Collaborative Social Design | Graphic Design Thesis Project

51

Advertisement Designs In addition to feedback from the community surveys, nutritionist Monica Reinagel helped refine the advertisements’ message to ensure accuracy.

The food photography was a combination of BK Corporate stock photos and my own work.

¼

o your f daily vegg ies

ORIGINAL CHICKEN SANDWICH (NO MAYO) SIDE GARDEN SALAD WITH KEN’S LIGHT ITALIAN DRESSING WATER OR UNSWEETENED ICED TEA

52 Advertisement Designs | Calorie King

below The meal combinations in the ads were taken from this Burger King

¼ of

your dail fruit y

pamphlet. Using BK Corporate content assured that my advertisements did not conflict with Burger King’s message.

BIG FISH (NO TARTAR SAUCE) FRESH APPLE FRIES WATER OR UNSWEETENED ICED TEA

Collaborative Social Design | Graphic Design Thesis Project

53

While the original meals include a caramel sauce with the apple fries, I removed the sauce from the meals, since it adds no nutritional value. This further lowered the meals’ Calorie totals.

KRAFT MACARONI & CHEESE FRESH APPLE FRIES & FAT FREE MILK

54 Advertisement Designs | Calorie King

Several survey respondents claimed they would choose a lower-Calorie option if the Calories were displayed prominently or if doctors advocated the healthier food choice. I employed this language throughout the four designs.

While many fast-food choices contain protein, this nutrient is not usually lacking in the diet of fast-food customers. Instead, I highlighted the foods that often are under-consumed, like fruit, vegetables, fiber, and dairy.

TENDERGRILL CHICKEN GARDEN SALAD KEN’S LIGHT ITALIAN DRESSING FRESH APPLE FRIES & FAT FREE MILK

Collaborative Social Design | Graphic Design Thesis Project

55

Advertisement Installation I installed four clings in the windows of the Burger King in East Baltimore.

While I was adhering one cling, I overheard a woman exclaim to her friends, “No way! That’s only 480 Calories?” The sales data proved that the purchasing of most items I advertised increased during the two-week period.

56 Advertisement Installation | Calorie King

Collaborative Social Design | Graphic Design Thesis Project

57

58

exhibition Meyerhoff Gallery, MICA

Each student will present work in a format suitable to a gallery experience. Work must be prepared with respect for and coordination with other artists and designers participating in the exhibition.

Maryland Institute College of Art’s spring thesis exhibition season showcases the work of graduating students in MICA’s internationally renowned M.F.A. programs: Graphic Design, Hoffberger School of Painting, Mount Royal School of Art, Photographic & Electronic Media, and Rinehart School of Sculpture.

59

Exhibition Installation March 19–24, 2011

Materials •

3 gallons paint

•

2 rolls painters’ tape

•

3 plastic drop cloths

•

6 mounted posters

•

40 mirror clips

•

24 Ikea frames

•

24 photographs

•

128 plastic straws

•

4 sheets plexi-glass

•

4 window clings

•

1 roll carbon receipt tape

•

3 Ikea shelves

•

3 paper tents

•

250 Baltimarket notepads

•

300 Photovoice postcards

•

500 Calorie napkins

•

48 large-head nails

•

22 drywall screws

•

20 jumbo deck nails

•

1 threaded hook

•

1 jar rubber cement

•

1 tube Goo glue

•

8 yards vinyl lettering

•

6 yards application tape

Errands •

8 trips to Home Depot

•

4 different Home Depots

•

2 trips to Ikea

•

3 trips to Target

•

2 trips to JoAnn’s Fabrics

•

1 trip to Belle Hardware

60 Exhibition Installation and MFA Thesis Exhibition I | Exhibition

MFA Thesis Exhibition I March 25–April 03, 2011

Reception •

Friday, March 25, 5–7 PM

Gallery Talks •

Tuesday, March 29, 3–5 PM

•

Wednesday, March 30, 1–3 PM

Participating Artists •

Lauren P. Adams

•

Evan Boggess

•

Christopher Clark

•

Seok Han

•

Wilson Hill

•

Hector Leiva

•

Ann Liu

•

John McNeil

•

Sarah McNeil

•

Wendy Tai

•

Eli Walker

•

Supisa Wattanasansanee

•

Erin Zerbe

Collaborative Social Design | Graphic Design Thesis Project

61

62

63

64 Baltimarket Installation | Exhibition

Collaborative Social Design | Graphic Design Thesis Project

65

66

67

68 Photovoice Installation | Exhibition

Collaborative Social Design | Graphic Design Thesis Project

69

70

71

72 Calorie King Installation | Exhibition

Collaborative Social Design | Graphic Design Thesis Project

73

74 Exhibition Deinstallation | Exhibition

Exhibition Deinstallation April 04–05, 2011

Tools •

ladder

•

drill

•

screwdriver

•

hammer

•

tape measurer

•

ruler

•

level

•

paint roller

•

paint stirrers

•

paint can opener

•

bone folder

•

utility knife

•

x-acto knife

Collaborative Social Design | Graphic Design Thesis Project

75

76

process Early Explorations

Before ‘Collaborative Social Design’ became three community partnerships that addressed different facets of the food issue, it was a single independent project that attempted to encourage lower-Calorie choices.

While these designs were not exhibited in the gallery, the process and research informed the final outcome. Specifically, many ideas in this section were used in the Calorie King project. These early explorations focused on concept and content rather than aesthetic balance and typeface choices.

77

25 Thesis 1 Exhibition

25 Determine Vehicle

Thesis Project Scope

15 Thesis Review

22 Food Policy Summit

03 MICA Place Opening

Food Access in Baltimore City

September 10, 2010 This thesis scope time line details the various components of the project that combine to create the final outcome.

Each portion affects and informs the

September

rest of the work, creating an overlaid,

October

November

December

Januar y

Februar y

March

integrated pattern of activity. As with most collaborative design projects, I was not able to adhere to a strict time line. Instead, the process was a constant balance of planning and flexibility.

Photo Voice Project

+

Real Food & Great Kids Farms

+

Read & Research

+

Meet with Thesis Advisor

+

Print & Install

Thesis Project Scope Photo Voice Project In collaboration with the Baltimore City Health Department, I will work with high school students in an after-school program. After learning the basics of documentary photography, the students will photograph the food desert neighborhoods they live in. Results of the project will be exhibited in a gallery and then sent to appropriate policymakers.

Real Food & Great Kids Farms In collaboration with MICA’s Center for Design Practice, I will visit and research two of Baltimore’s thriving urban farms. Real Food Farm serves the neighborhoods surrounding Clifton Park, while Great Kids Farm helps educate Baltimore City Public School students.

Read & Research I have compiled an extensive list of information about food access solutions throughout the country. I will read all material and seek out current research.

Meet with Thesis Advisor I will meet regularly with Baltimore City Health Department’s Laura Fox to ensure my thesis research and potential outcome is in sync with the findings of the Food Policy Task Force.

Print & Install When I have finished designing, I will print the final collateral (if needed) and install the thesis exhibition.

Visual Design Throughout the year, I will continue to design material related to food access for potential final project use.

+

Visual Design

S

78 Thesis Project Scope and Calor-ometer | Process

O

N

D

J

F

M

Lauren P. Adams MFA Candidate 2011, graphic design Maryland Institute College of Art Fall 2010



Angus Bacon & Cheese Burger 79 cals

Double Quarter Pounder with Cheese 74 cals

 Chicken Selects Premium Breast Strips (5 pieces) 66 cals

Calor-ometer October 01, 2010

Premium Crispy Chicken Club Sandwich 63 cals

 high calorie + 

This was the first exploration I

Chocolate McCafe Shake 58 cals

created of the McDonald’s menu. I

Big Mac 54 cals

chose McDonald’s food as my initial

Quarter Punder with Cheese 51 cals

and its easily accessible nutrition

content because of its universality information. The Calorie category

Large Fries 50 cals

breakdown came from the FDA’s classification. The green, yellow, and

Cinnamon Melts 46 cals

red labels were carried out through

Premium Southwest Salad with Crispy Chicken (no dressing)43 cals



many of my early menu designs.

Filet O Fish 38 cals McChicken 36 cals

Large Coke 31 cals

medium calorie –



Cheeseburger 30 cals Chicken McNuggets (6 pieces) 28 cals Chipotle BBQ Snack Wrap with Grilled Chicken 26 cals Hamburger 25 cals Small Fries 23 cals Premium Caesar Salad with Grilled Chicken (no dressing) 220 cals

 Fruit & Yogurt Parfait 160 cals Vanilla Ice Cream Cone 150 cals Premium Southwest Salad (no chicken or dressing) 140 cals

low calorie –



Apple Dippers with Caramel 10 cals

Side Salad (no dressing) 2 cals



Calorie Content at McDonald’s Collaborative Social Design | Graphic Design Thesis Project

79

Public Calorie Campaign October 09, 2010 I created this series of expository visuals to explain Calories, energy balance, and why they matter. I drafted the designs to exist in or near the fast-food environment, using surfaces like bus ads and billboards or napkins and tray liners. I used relatively neutral language in hopes that a business would consent to using them in an actual restaurant.

What is a calorie anyway?

What makes up a calorie?

* A calorie is simply a unit of energy that your body uses for heat.

You need energy to pump blood, breathe, and move. You get this energy from food.

How many calories should you get?

That depends on a lot of things, like age, size, and gender.

Here is a rough guideline: 4–8 years

9–13 years

14–18 years

18 + years

1400 C

1800 C

2100 C

1900 C

1500 c

2100 c

2700 c

2400 c

80 Public Calorie Campaign | Process

Your body burns calories to create energy. Calories are made up of carbohydrates, protein, and fat.

Carbohydrates fuel your body, kind of like how gasoline fuels a car.

Proteins keep your muscles, organs, and immune system strong.

Fats help your body absorb vitamins.

How do you balance calories?

* If you eat more calories than your body burns, you gain weight. If you eat less, you lose it.

It’s okay to eat high-calorie foods occasionally if you balance it with low-calorie foods the rest of the day.

How much is in a high-calorie food?

0–40 c

40–400 c

Low-Calorie · rice · yogurt · beans · veggies · fruit · skim milk

0

100

Medium-Calorie · grilled chicken · eggs · wheat bread · french fries · crackers · turkey sandwich

200

300

400

400+ c

High-Calorie · fried chicken · pizza · ice cream · cheese · pies · hamburgers

500

600

700

How do you balance calories?

* If you eat more calories than your KNOW YOUR CALORIES

body burns, you gain weight. If you eat less, you lose it.

What makes up a calorie?

Your body burns calories to create energy. Calories are made up of carbohydrates, protein, and fat.

Carbohydrates fuel your body, kind of like how gasoline fuels a car.

Proteins keep your muscles, organs, and immune system strong.

It’s okay to eat high-calorie foods occasionally if you balance it with low-calorie foods the rest of the day.

Fats help your body absorb vitamins.

Collaborative Social Design | Graphic Design Thesis Project

81

Mapping the Menu October 21, 2010 This chart shows standard McDonald’s menu items reorganized by their Caloric content according to the FDA’s categories. I was surprised to see how many choices have reasonable Calorie counts. That is likely due to an increase in public demand for healthier options. Since, to an extent, the availability is there, choosing a lower-Calorie item should be easy.

McDonald’s Restaurant Menu low calorie

0–39

40–249 Sandwiches, Chicken, & Fries

Sandwiches, Chicken, & Fries Side Salad

20

Sauces & Dressing Ketchup Packet

15

90

Hamburger

Premium Southwest Salad (No Chicken)

140

Premium Bacon Ranch Salad (No Chicken)

140

Chicken McNuggets (4)

190

Snack Size Fruit and Walnut Salad

210

Premium Caesar Salad (Grilled Chicken)

220

Small Fries

230

Treats Kiddie Cone

45

Peanut Topping

45

Apple Dippers with Caramel

100

Oatmeal Raisin Cookie

150

Sugar Cookie

150

Vanilla Ice Cream Cone

150

Chocolate Chip Cookie

160

Fruit ‘n Yogurt Parfait

160

Sauces & Dressing

600 +

Sandwiches, Chicken, & Fries

Sandwiches, Chicken, & Fries

Premium Caesar Salad (No Chicken)

Sandwiches, Chicken, & Fries

Chicken Selects Premium Breast Strips (3)

400

Premium Crispy Chicken Club Sandwich

630

Honey Mustard Snack Wrap (Grilled Chicken) 260

Southern Style Crispy Chicken Sandwich

400

Chicken Selects Premium Breast Strips (6)

660

Chipotle BBQ Snack Wrap (Grilled Chicken)

Angus Deluxe Snack Wrap

410

Double Quarter Pounder with Cheese

740

Premium Bacon Ranch Salad (Grilled Chicken) 260

Premium Grilled Chicken Classic Sandwich

420

Angus Deluxe Burger

750

Ranch Snack Wrap (Grilled Chicken)

270

Premium Southwest Salad (Crispy Chicken)

430

Angus Mushroom with Swiss Burger

770

Chicken McNuggets (6)

280

Angus Mushroom & Swiss Snack Wrap

430

Angus Bacon with Cheese Burger

790

Cheeseburger

300

Double Cheeseburger

440

Premium Southwest Salad (Grilled Chicken)

320

Chicken McNuggets (10)

460

Mac Snack Wrap

330

Big ‘n Tasty Burger

250 260

460

Honey Mustard Snack Wrap (Crispy Chicken) 330

Premium Grilled Chicken Ranch BLT Sandwich 470

Chipotle BBQ Snack Wrap (Crispy Chicken)

330

McRib Sandwich

500

Premium Casear Salad (Crispy Chicken)

330

Large Fries

500

Ranch Snack Wrap (Crispy Chicken)

340

Quarter Pounder with Cheese

510

McChicken Sandwich

360

Big ‘n Tasty Burger with Cheese

510

Premium Bacon Ranch Salad (Crispy Chicken) 370

Premium Crispy Chicken Classic Sandwich

530

Filet o’ Fish Sandwich

380

Premium Grilled Chicken Club Sandwich

530

Medium Fries

380

Big Mac Burger

540

McDouble Burger

390

Premium Crispy Chicken Ranch BLT Sandwich 580

Angus Bacon & Cheese Snack Wrap

390

Treats

Low Fat Balsalmic Vinaigrette

40

BBQ Sauce

50

Honey

50

Sweet ‘n Sour Sauce

50

Hot Mustard Sauce

60

Spicy Buffalo Sauce

60

Tangy Honey Mustard Sauce

60

Chipotle BBQ Sauce

60

Butter Garlic Croutons

60

Low Fat Italian Dressing

60

Creamy Southwest Dressing

100

Ranch Dressing

170

Creamy Ranch Sauce

170

Creamy Caesar Dressing

190

82 Mapping the Menu and Meal Equivalencies | Process

400–599

250–399

Treats

Vanilla Triple Thick Shake (sm)

420

Baked Hot Apple Pie

250

Strawberry Triple Thick Shake (sm)

420

McDonaldland Cookies

260

Snack Size McFlurry with M&Ms

430

Strawberry Sundae

280

Chocolate Triple Thick Shake (sm)

440

Hot Fudge Sundae

330

Cinnamon Melts

460

Hot Caramel Sundae

340

Vanilla McCafe Shake (sm)

540

Snack Size McFlurry with Oreos

340

Vanilla Triple Thick Shake (md)

550

Strawberry Triple Thick Shake (md)

560

Strawberry McCafe Shake (sm)

570

Chocolate McCafe Shake (sm)

580

McFlurry with Oreos

580

Chocolate Triple Thick Shake (md)

580

Treats Vanilla McCafe Shake (md)

680

McFlurry with M&Ms

710

Strawberry McCafe Shake (md)

710

Chocolate McCafe Shake (md)

720

Strawberry Triple Thick Shake (lg)

740

Vanilla Triple Thick Shake (lg)

740

Chocolate Triple Thick Shake (lg)

770

Vanilla McCafe Shake (lg)

830

Strawberry McCafe Shake (lg)

860

Chocolate McCafe Shake (lg)

880

Strawberry Triple Thick Shake (xl)

1110

Vanilla Triple Thick Shake (xl)

1110

Chocolate Triple Thick Shake (xl)

1160

Meal Equivalencies November 08, 2010 This visualization compares two hypothetical meal combinations at McDonald’s. One meal totals 3450 Calories, nearly 175% of the average daily 2000-Calorie diet. The other meal totals 260 Calories, just 13% of the daily value. For the Caloric equivalency of the Angus burger, large fries, and chocolate shake, one could order 13.25 Caesar salads with chicken.

= Angus Bacon & Cheese Burger 790 500 Large Fries 1160 XL Chocolate McCafe Shake TOTAL CALORIES

3450

Premium Caesar Salad with Grilled Chicken Low Fat Balsalmic Vinaigrette Large Iced Tea (unsweetened)

McDonald’s Meal Equivalencies

TOTAL CALORIES

220 40 0

260

Collaborative Social Design | Graphic Design Thesis Project

83

McDonald’s Calorie Visualizations November 14, 2010 In this visualization, I wanted to prove that it is possible to eat a meal at McDonald’s with a reasonable Calorie total—about 700 Calories. I included a variety of foods in these hypothetical meal plans, ranging from the lowestCalorie Side Salad to the extreme-Calorie Angus Deluxe Burger. (With the latter, however, that I had to exclude cheese to get the Calorie count down to 700.) Where a drink was not included with the meal, the customer could purchase water or iced tea, since both have 0 Calories.

7 Meals for 700 Calories at McDonald’s 700 650

side salad

side salad

vanilla cone

chocolate chip cookie

apple dippers with caramel

creamy southwest dressing

snack size fruit n ’ walnut salad

kiddie cone

hot fudge sundae

side salad

medium fries

southern style crispy chicken sandwich

hot baked apple pie

600

angus deluxe burger ( no cheese )

strawberry sundae

550 500 450

lowfat 1% chocolate milk jug

400

apple dippers with caramel

350

honey mustard snack wrap

200

chicken selects premium breast strips ( 3 )

premium grilled chicken southwest salad

300 250

medium coke

chicken mcnuggets ( 6 )

150

calories

100 50 0

1

2

84 McDonald’s Calorie Visualizations | Process

3

4

5

6

7

In this second graph, I used the same

1550

variables/scale to plot seven McDonald’s

large coke

1500

Large Value Meals. To maintain

1450

consistency, each Value Meal includes

large coke

large coke

1400 1350

large Coke. The results are staggering— several value meals have more than

large coke

1300

a sandwich/chicken, large fries, and a

double my 700-Calorie meal options.

large coke

From these two graphs, I concluded

1250

that there were several combinations of

large fries

1200

large coke

food at McDonald’s that stayed within

1150

a standard Calorie meal range. The

large coke

large fries

large fries

1100

Large Value Meals, however, summed up to alarmingly high totals. Even more, I imagined that McDonald’s Value Meals

1050

are likely both the most popular and

large fries

1000

most heavily advertised products.

large fries

950 large fries

900

large fries

850 800 Large Value Meals at McDonald’s 750 double quarter pounder with cheese

700 650

chicken selects premium breast strips ( 6 )

600

premium crispy chicken club sandwich

550 big mac burger

500

quarter pounder with cheese

450

premium grilled chicken classic sandwich

400 350

filet o ’ fish

300 250 200 150

calories

100 50 0

1

2

3

4

5

6

7 Collaborative Social Design | Graphic Design Thesis Project

85

Calorie Cup November 16, 2010 This large drink cup design compared Calories of popular McDonald’s fountain drinks. Printing the information directly on the cup makes the consequence of a bever-

350

hi- c orange

300

coca- cola /sprite

age choice both relevant and tangible. Were these cups actually produced, I imagined there would be a spike in water orders.

250

calori es in a lar ge drin k

200

86 Calorie Cup and Mobile Application | Process

sweet tea iced coffee

powerade

150

100

50

0

water

Mobile Application November 16, 2010 An iPhone app was one way I thought my explorations could be actually produced.

In this app, users would choose a fast-food restaurant and see Calorie categories. They would select a Calorie range and scroll through the menu options until they found something to order. With this application, I imagined most people would not even browse the highest-Calorie foods on the menu.

Collaborative Social Design | Graphic Design Thesis Project

87

Bold Advertisements December 13, 2010 In these posters, I used language with a more obvious tone against high-Calorie food. I experimented with non-professional food images.

These explorations came from conversations with David Barringer and Kenneth Fitzgerald, who suggested making the campaign more gross and emotional.

You’d have to walk for

9 MILES

to burn off this milkshake.

Choose the lower-calorie option to prevent diabetes.

88 Bold Advertisements | Process

You’d have to exercise for

173%

4 HOURS

of your daily calories.

Better not eat tomorrow.

to burn off this burger.

Choose the lower-calorie option to prevent obesity.

Choose the lower-calorie option to prevent obesity.

880 Calories $

You’d have to walk across

24 FOOTBALL FIELDS to burn off this hamburger.

Choose the lower-calorie option for a healthy heart.

3.50

150 Calories $

1.00

Save calories.

SAVE MONEY. Choose the lower-calorie option to get more for your money.

Collaborative Social Design | Graphic Design Thesis Project

89

February 1, 2011

Burger King Letter

Mr. Bob Diaz Burger King 2001 East Monument Street Baltimore, MD 21205

February 01, 2011 After attempting to contact the owner of an East Baltimore Burger King multiple times in-store and by phone, I delivered this letter and an advertisement draft to the restaurant. Mr. Diaz called me the following day and we arranged a meeting time.

Dear Mr. Diaz: My name is Lauren Adams and I am a graphic design graduate student at the Maryland Institute College of Art (mica). I am currently working on my thesis project that explores how graphic design can play a role in solving Baltimore’s food issues. In addition to my professors at mica, Johns Hopkins’ Center for Livable Future is helping advise the project.

I would like to talk to you about participating in a portion of this project. I am fascinated by Burger King’s commitment to provide healthy menu options and I am curious to see if graphic design could help boost the sales of those foods in East Baltimore. I have included a few drafts of the designs I created. All of the content from these posters is taken from the bk Positive Steps portion of the nutrition poster in your restaurant and from Burger King’s website. (Please note that these poor quality photographs of the food are placeholders until I can get high resolution replacements.)

I would love to talk more with you about this short-term project. Please call my cell at 515 554 4771 or contact me at lauren.p.adams@gmail.com.

Thank you for your time,

Lauren P. Adams m.f.a. Graphic Design 2011 Maryland Institute College of Art

90 Burger King Letter and Burger King Advertisement Drafts | Process

Your doctor says, watch your calories.

G sou ood rc pro e of tein

520 Only ies! r Calo

Burger King Advertisement Drafts January 06–February 16, 2011 I created several drafts of Burger King advertisements before printing the final

Original Chicken Sandwich (no mayo)

clings. Prior to contacting BK Corporate

+ Side Garden Salad

for high-resolution product photographs,

+ Ken’s Light Italian Dressing + Water or Unsweetened Iced Tea

Only 580 Calories

ein Prot s build s cle mus

BIG FISH (NO TARTAR SAUCE) FRESH APPLE FRIES WITH CARAMEL WATER OR UNSWEETENED ICED TEA

I used online screen captures and then my own photography to compose the ads.

TENDERGRILL CHICKEN GARDEN SALAD KEN’S LIGHT ITALIAN DRESSING FRESH APPLE FRIES WITH CARAMEL & FAT FREE MILK

330 Only ies! r Calo

KRAFT MACARONI & CHEESE FRESH APPLE FRIES WITH CARAMEL & FAT FREE MILK

Collaborative Social Design | Graphic Design Thesis Project

91

92