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THE MAIN: 03. The Variable: THEME 04. WHY IS IT HAPPENING? 05. The Variable: TARGET AUDIENCE 06. THE CLIENT 07. THE THEME 08. THE MESSAGE 09. THE PROCESS 10. DOMINANT IDEAS 11-27. A BETTER THINKING PROCESS 14. PRESENTATION A BETTER THINKING PROCESS: 12. REVERS 15. EXAGGERATE 16. DISTORT 17. WISHFUL THINKING 18. EXTRACT A PRINCIPLE 19. FOCUS ON THE DIFFERENCE 20. POSITIVE ASPECTS 21. SPECIAL CIRCUMSTANCES 22. USEFUL/INTERESTING ELEMENTS & PRINCIPLES 23. INSPIRATION 24. CONCEPT 01 25. CONCEPT 02 26. CONCEPT 03 27-30. FINAL IDEA USED TYPEFACES: Charcoal CY Regular Dekar Regular
The Variable: Theme
CLIMATE CHANGE What is that? “Climate change is a significant and lasting change in the statistical distribution of weather patterns over periods ranging from decades to millions of years. It may be a change in average weather conditions, or in the distribution of weather around the average conditions (i.e., more or fewer extreme weather events). Climate change is caused by factors that include oceanic processes (such as oceanic circulation), variations in solar radiation received by Earth, plate tectonics and volcanic eruptions, and human-induced alterations of the natural world; these latter effects are currently causing global warming, and “climate change” is often used to describe human-specific impacts.” http://en.wikipedia.org
Why is IT happening?
The full information about couses I’ve got from this site: http://www.climatechangechallenge.org After what I’ve selected the main factors which are aim reason for climate change. The main couses: - Changes in the Earth’s atmosphere - Processes in the environment - Human activities - Changes in solar radiation - Change of the orbit of the Earth - Etc.
The Variable: Target Audience
achievers 40-50 years old definition: A person who achieves a high or specified level of success. Succeeder, winner. I selected some phrases determining this type of the people in order to use them in the project. Some of them are already used as slogans. - I can! I will do! - I’m doing I will finish it! - I can! I will be a winner! - Do what you can & what you think is impossible! - Do what you can! - Just do it! (nike) - Etc... However, what can make them interested in the Climate Change? As I think all achievers are susceptible to competition. Accordingly to this, as I think, the best way to interest them is to make them belive in that if they do something it will be their the best decision. In addition it will make them better than they are. Or they can just win something while doing any action.
THE CLIENT
Department
of Energy and Climate Change. GOV.COM As it wroten on the gov.com site it is “The best place to find government services and information�. Perhaps I agree with this statement. I did research on the various organizations which dealing with the issue which is connected to the theme of the climate change and as I think the GOV.COM is the most informative and understandable organization. GOV.com is devided on several Departments which are consider different issues. I selected the Department of Energy and Climate Change (DECC) as the client because it the most fits to the theme of this project. Now I should think what I can make for my client in oreder to interest my target audience. Firstly I want to create some message for my target audience which will be the main idea in the creating of my final outcome. Then I will make a deeper research of my client and the theme of climate change which will help me combain all together - message, client and target audience. After what I want to create concepts of the idea in order to develope it in the future.
THE THEME
renewable energe Renewable energy is energy that comes from resources which are continually replenished such as sunlight, wind, rain, tides, waves and geothermal heat. Types of the renewable energy: - WIND POWER - HYDROPOWER - SOLAR ENERGY - BIOMASS - BIOFUEL - GEOTHERMAL ENERGY I decided to use the theme of the Renewable energy as the base of my project. Because there are so many ways of using it and I think not all people know it. Using of Renewable energy gives us not only the way of saving our money but also a safer method of energy consumption. This leads to the preservation of the climate that is safe for us and for the earth as a whole.
the Message
slogan Based on my reserch I decided to create several slogans as the message of my project, which I will use in order to create my outcome. Typical slogans: For a better future! The choice of the future! The highest point of your success! In harmony with nature! Save Your Future! Save the world! My world! My decisions! World insured! Slogans with humor (based on already existed slogans): Is your answer to heat! Renewable energy - just add water! Cleanliness in inaccessible places provide - Renewable Energy! I highlighted the most interesting slogans with the red color. I think that I will use them for my project. The aim idea is to show that if people will use it they will save world clean.
THe Process
In order to make my project more interesting, I decided to create an item in order to determine the scope of the design in which I will work. I was inspired by the method of selecting a theme and audience for the project. So I took as a basis the idea of dice. I do not have a name for this thing so I’m just going to call it a sphere. I did not have any sketches of how it should look like in the end. I just decided to start and you can see in the video and on photos what I have got at the end. Also you can see that sphere indicated that my scope of the design will be “Branding”.
DOMINANT IDEAS
BRand Accordingly to all research which I made I came to some ideas
REVERS
NORMAL: Clamate change leads to global disaster. Due to this, all living things can die. REVERSE: Clamate change it is normal action of the nature. And there’s nothing wrong with that. According to this I can see that Clamate change is the problem of all people in the world. And we should do something with it. However, I found a book «The Sceptical Environmentalist: Measures the Real State of the World» of Bjorn Lomborg. As he mentioned in his book there is nothing wrong with our world and he think that we can live normal without any sort of ecological technologies... The whole book is like a debate between environmentalists and Lomborg. For example: Industrial development and pollution have led to a deterioration in the health of the world population. According to Lomborg, in 1900 the average life expectancy in the world is about 30 years, now it has more than doubled to 67 years.
PRESENTATION
We were able to create the presentation about all research which we have made and with some ideas. But I did not have any idea at this moment, so I just put the information which I got from my research. Also I made logotype for my theme. Overall presentation was very messy because of me. I wanted to make a video, but all my group mates did not listen me and they did all as they like. So I did my part as a video and just append it to the rest. I liked the game part of the presentation which was made by all the band members. And it was not very pleased that my unit does not fit into the other. Next time I will try to participate in more adequate.
EXAGGERATE
DISTORT
WISHFUL THINKING
EXTRACT A PRINCIPLE
Dominant idea is to create a brand which wil interest achievers in using of renewable energy. The main point: Achievers want to do something and achieve the best results. So, the best way to interest them is to show that they will benefit from that. BENEFITS: - Save money - Best future for our children - Decreasing of the risk of the Climate change and ecological disaster. According to this I decided to create some advertisment which will show how the renewable energy work and its advantages. The first idea which came in my had was postcard with the small solar battary and picture of houses at night, with moon and stars which will be made with help of diodes. You can put it on the sun end then you will see how all picture will glow - windows, stars and moon. The second one is almost the same idea but it is a billboard which is working with help of wind power. Wind turns the windmill, which makes light billboard. In both ideas we can see how renewable energy works and how it can be used. So, achievers will see their benefits.
FOCUS ON THE DIFFERENCE
TANG ZHENGPING
Cascade terracotta
The vehicle runs on batteries and electric generators, which are re-charged by a large spinning fan in the front and two ‘solar energy wings’ on the back to support electricity generation.
Solar-powered terracotta cascade fountain is made of durable polymer.
The concept is amazing, but design should be developed. Not all countries can use this type of cars on their roads.
I like the idea but do not understand which benefits it has. just a beautiful toy.
The world’s smallest solar powered cinema- BBC report
Calculator runs on solar energy, size of a credit card.
The Sol Cinema is a micro movie house powered entirely by the Sun.
Power supply: solar energy, or light bulbs, the battery is not needed. There is an internal battery - battery.
I don’t see any minuses in this idea, only benefits. I think space could be expanded for more quantity of people.
Good idea and it has benefits. Here I think only one problem - design could be developed.
POSITIVE ASPECTS
1. More people will know More people will know how the renewable energy (RE) works. By spreading postcards with the small solar battary a lot of people can try the renewable energy by themselves. It not only a good chance to promote a brand but also an impressive way to show the RE in action.
2. More people will understand More people will understand the benefits of using the RE by seeing billboards with windmills.
3. People can help needy people Achievers can help needy people to switch on to the RE what will help them save their money on a more specific purpose in future. But how achievers will know about how they can help needy people? With help of new Brand.
SPECIAL CIRCUMSTANCES
The most crazy idea which came to my head is to put the billboard with the windmill in front of Parliament. Or on the other side of the Thames river. Or even to put two billboards on these places. Moreover, postcards can be spreaded in the building of the Parliament. All it can be done in order to attract attention of the government. The second idea is to put all possible advertisment with information about the brand in the most rich streets of London. Then it can be spreaded in other cities, or even though in other countries. I selected streets were the largest number of achievers can be found at the moment: South Kensington Chelsea Fulham Or the advertisment can be spreaded in all streets of the 1st and the 2nd zones of London.
USEFUL/INTERESTING ELEMENTS & PRINCIPLES
Accordingly to all my research I decided to create a brand and try to promote it with help of the using of different kinds of advertisment. In addition I decided to create some concepts of the advertisment which I came up with during the research. Moreover, I think that the idea of using the RE in the advertisment can be very useful for my brand. Also it can be developed and used in the identity of the company in order to attract more people. I think that it might be interesting not only for achievers but also for all people and they all can participate
In the beggining of the process of creating the brand I should create the uniqe name of the company. I started from the simple name which is “Renewable Energy” but I think that it is too big and not as simple as it seems. Hard to remember. After what I did some brainstorm and selected variations of name which I think very good. RE REENERGY RELIFE RENEW RESAVER But then I checked the information and found that almost all names have been taken apart “RESAVER”. That is why I decided to use it in order to create concepts for this project.
INSPIRATION
For the creating of this project I decided to find information about methods of transmission and receiving energy which have not been studied yet. At this moment I already knew about existence of such scientist as Nikola Tesla. But I decided to lern more about his life. Useful links: wikipedia teslasociety I was inspired by idea of Tesla about wireless power transmission and receiving the variable current from almost out of the air. Moreover his ideas are used even now, but the most part of them have not been studied yet. I decided to use the theme of the lightning in the creating of the identity for the brand as symbol of faith in idea Tesla about that every people can use energy which might be taken from environment.
CONCEPT 01
The original idea of this logo was made for my part of presentation. But I think that this logo is very interesting and it fits to the theme. I like how I create the composition of the typeface and icon of the lightning. Colours and sign looks empressive and strong. But of course it can be improved. Here I tryed to show that colour can be used in different ways. So, If client wants to change it will be possible. I think that this logo meets all the parameters of the created brand. Association: Clear Understandable Strong Strict
CONCEPT 02
This is the second version of the logo. Here I tryed to combain the idea of the lightning and a simple bulb. I think that I did it well. But the logo looks very messy and unreadable. Moreover, I think that it will be more appropriate to use this idea as name for a book for children. Association: UNREADABLE BRIGHT POSITIVE CHILDREN’S
CONCEPT 03
The third prototype as bright as previous. But it looks more strictly. But again it doesn’t fit to the idea of the lightning and to the company at all. It more fits for name of the ZOO or something like that. Association: READABLE Understandable BRIGHT POSITIVE CHILDREN’S ZOO’S
Final idea
Final idea
I decided to use the first concept and develope it futher. I did some examples of identity and concepts of advertisment which I mentioned before. Overall on the next page you will see example of the text about the company which is clearly discribe the idea of the brand. I think that it might be improved but it allready looks attractive for the client. I showed it to people which I think could be named as achievers and they liked the idea. But again I think that it is only the concept and it can be improved.
Final idea