sun
wind water
earth
introduction
“Providing, meaning to a mass of unrelated needs, ideas, words and pictures - It is the designer’s job to select and fit this material together and make it interesting.”
— Paul Rand
Motivated. We are.
This is an idea less about evolution and more about
revolution
.
Umbrella’s Suck! They break, tear and turn inside out, so they are dumped in gutters and trash bins. If the umbrella has obvious structural flaws, then why haven’t they been fixed? Has it been so culturally rooted over the years that the potential for progress has been overlooked? How can the universal design evolve without perpetuating the same systematic problems?
research
"Innovation comes ultimately from a diversity of perspectives. So when you combine ideas from different industries or different cultures, that’s when you have the best sense of developing ground-breaking ideas."
— Frans Johansson
Aspiration. We feel. We have the desire
to turn this into
something more than we have today.
Who? Research is the answer to all of these questions. The What? team started here, using concrete understanding of the major problems as a foundation for the entire When? design system. In order to advance, we must start Where? at the most basic level. To create a better solution, Why? the wrong answers have to be analyzed.
The Traditional Umbrella
uses Rain Sun Snow
problems Invert Cheap and flimsy Break easily Not enough coverage Become disposable
Alternative Uses
As well as analyzing the uses and problems of the umbrella, we have researched other ways people have tried to fit the umbrella into their everyday activities; This includes products that already exist (the wheelchair umbrella, the golf caddy umbrella, the easel umbrella and the stroller umbrella) as well as makeshift solutions like attaching an umbrella to a backpack.
Existing Redesigns
The Leaf Umbrella (top left) was one of many designs submitted in The Sustainable Style Foundation: Umbrella Inside Out competition on TreeHugger.com. The Lotus 23 (top) is a retractable umbrella designed by Andy Wanna, a graduate of the University of Technology in Sydney. The Nubrella (left) has become a real product on the market with one of the most unconventional designs.
Additional Research
This diagram (top) illustrates the current terminology used to describe the umbrella. The Tulip Umbrella (top right) is made by a company called MDT-tex, it opens/closes using a hand crank system. They are available at www.mdt-tex.com. James Smith and Sons Umbrella Shop (right) was the first store dedicated to exclusively selling umbrellas. It was first established in 1830 and is located on New Oxford Street, London.
Parallel Strategies
Nintendo Wii Nintendo’s brand strategy was aimed at reviving the company’s diminishing gamer appeal. The company was once the market leader in the console business but had lost ground to rivals Sony and Microsoft. With a goal of enticing the non-gamer, the name was picked to sound like “we”, signifying that the console is for everybody not just hardcore gamers; the double " i " spelling is supposed to symbolize the controllers and the image of people gathering to play. The Nintendo Wii is a great example of generational marketing developed specifically for older people and women (in particular), but later was also marketed to younger consumers. Branding powerhouse Leo Burnett's primary success came with their appeal to parents and elders with the “Wii Would Like to Play” campaign; a message that Wii wasn’t just for kids. Leo Burnett's unconventional marketing strategy will forever change how the gaming industry communicates with consumers.
Focused on featuring it’s target audience, in a series of ads saying, "Wii Would Like To Play”, the product itself was hardly visible. Instead, the campaign focused on the joy brought to those engaged in using the product.
Method Method is unlike most other consumer product companies. New product ideas and product strategies are just as likely to come from the design department as they are the marketing department. Compared with bigger personal care companies, Method does no advertising. From the beginning, Method has approached advertising, differently. Their first, tiny budget went towards a booklet that told their story. They were giving soccer moms, and the sustainability focused an affordable product for personal care. They became invested in selling their story, and they had one to tell. The package has been the driving force behind Method’s success. Instead of adapting the “green� style from which the product originated, the company decided to focus on design. Method emphasizes Style + Substance. Although the package looks very Method, it does not scream the brand name. By design there are no labels shouting loud marketing messages. The result is a product that looks like nothing else on surrounding shelves.
Awareness of the Method brand originated around a single brochure that was included along with the product and made available in Point of Purchase displays. Variations of the original still exist in Method products sold today.
Apple Ask marketers and advertising experts why Mac users are so loyal and they all cite the same reason: Apple’s brand. Their branding strategy focuses on emotions. It is about simplicity and removing complexity from people’s lives. The Apple brand personality is about lifestyle: imagination, liberty regained, innovations, passion, hopes, dreams and aspirations. The result is a brand that is not just intimate with it’s customers, it is loved by them; there is a real sense of community among Apple users. The brand was born in April 1, 1976, and has been gaining strength ever since thanks to it’s iconic logo. It’s creator, Steve Jobs, had worked during the summer at an apple farm, and admired the Beatles’ record label "Apple". He also believed apples to be the most perfect fruit. He and Steve Wozniak decided if they couldn’t think of a better name by the end of the day, then they would choose Apple. From this point forward, the icon has been the driving force behind a powerful movement parallel to imagination, design, and innovation.
The “think different” campaign, led by Chiat/ Day, reversed apples failing marketing strategy by appealing to creative professionals. The only rule was that there be no products featured in the ads. Chiat/Day copywriter, Craig Tanimoto wrote a free-verse poem, “here’s to the crazy ones,” which was used extensively throughout the entire campaign.
Gap What does the word "gap" mean to you? If clothing comes to mind then the marketing team at Gap has done a good job. They have taken a simple word with a specific meaning and connotation transforming it into a brand. Using powerful and suggestive imagery, Gap has imprinted a specific look and feel in our minds. They have taken the name and broken it down into womens and mens, later expanding it to include sub brands such as babyGap, GapMaternity, Gapbody, GapKids, and Nursery & Gear; all of which work in harmony with the original brand. Gap has also branched off into Banana Republic and Old Navy. Gap was started in1969, by Donald and Doris Fisher with only a few employees. The name is based on the "generation gap" which refers to the intellectual, ethical, and social gap between younger and older generations. This is not evident when one thinks of the Gap brand now, through their consistent and bold marketing they have made quite the name for themselves.
The original Gap slogan was “For every generation there’s a Gap.” Founder Don Fisher says “I created Gap with a simple idea: to make it easier to find a pair of jeans. We remain committed to that basic principle.”
personas
“The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.”
— David Ogilvy
Listen. We do. We want to give people a chance
to
take back control of their lives
and permanently
change the way they live.
Personas focus on the three main groups of possible consumers in order to tailor the product in the most beneficial way for all. This simple exercise helped to break down a large group of users to a more individual level making their needs more accessible.
Target Markets
Targeting specific markets expands the Bohdi personas to a more complex range of lifestyle needs. Today’s consumer comes in all shapes, sizes and backgrounds; having a diverse product is useful for accomplishing mass appeal.
" Design thinking is about analyzing situations and becoming conscious." — Ellen Lupton
Mary Smith the family person Mary, her husband Joe, and her two kids have just arrived at one of their favorite camping spots near Boulder. The weather forecast said it should be sunny all weekend but then again Mary doesn’t always trust weather forecasts in Colorado. On the trip, she brought four collapsible umbrellas for the family. Mary doesn’t like to waste money on things. She loves to shop for deals but the items she buys usually end up being disposable. Even though it might not rain very much in Colorado, the collapsible umbrellas that the Smith family uses don’t last more than a season; they always seem to invert from heavy winds, tear easily, or break into pieces from getting caught in the car door.
Key Characteristics • 36 years old • Married, mother of two • Lives in Denver, Colorado • Enjoys picnics, camping and being outdoors with her family • Buys items that are inexpensive or on sale Needs • Family needs to be comfortable • Save money • Portability for busy lifestyle
The family is sitting around the picnic table having hamburgers, when suddenly it starts to rain. Everyone opens up their umbrellas. For a minute they are dry but their food is getting wet. Soon, it gets so bad they are forced to take refuge in the car. Mary would love to find a way to go camping and/or picnicking without always worrying about the weather and possibly still enjoy dinner even if it is raining.
Brian Jones the business person Brian leaves his apartment at 7:30am, with a mug of coffee. He walks outdoors, only to find it raining... again. He never leaves home without the large designer golf umbrella he bought for $200 last year. He knows that’s a lot of money to spend on an umbrella but with most things these days you get what you pay for. No one can afford to be stuck in the rain with a cheap umbrella, especially when he or she has to be clean and dry for a client meeting at 8:30. During the morning rush, there’s a crowd of people on the sidewalks going to work. Even though Brian likes that his large umbrella keeps him dry, he’s afraid of hitting or poking people in passing.
Key Characteristics • 28 years old • Insurance Broker • Lives in Seattle, Washington • Walks 8 blocks to work everyday • Eco-conscious and likes to save money where he can Needs • Quality, yet not too expensive • Sustainable product • Comfort, needs to get to work dry and on time
Walking down the street, a huge gust comes from between the buildings blowing Brian’s $200 umbrella inside out, practically taking it right out of his hands. Feeling defeated, he tries to fix his umbrella and finds that one of the ribs has torn right through the fabric. “This is ridiculous,” Brian says to himself, “I’m never paying that much money for an umbrella again!”
Ned Brooks the outdoors person It’s early summer and Ned is at Hot Springs, his favorite hiking spot. Knowing it could be either sunny or rainy, Ned brings a hat, a jacket, and an ordinary umbrella. Starting out on the hike, it’s sunny and excruciatingly hot. Ned’s hat is only covering the top of his head and a little of his forehead. He thinks about opening his umbrella for some shade but doesn’t feel like holding it up while hiking. Good thing he remembered sunblock.
Key Characteristics • 52 years old • Retired, used to own small business • Married, father of one • Lives in Asheville, North Carolina • Loves the outdoors: fishing, climbing, camping, but mostly hiking Needs • Comfort to enjoy outdoors • Portability and adaptability • Reliability, needs a quality product
A few hours go by and Ned notices some clouds starting to roll in. Still 3 hours away from his car, Ned realizes he’s about to get caught in the rain. He decides to open the umbrella and try to enjoy the rest of his hike but his backpack is getting soaked and when Ned holds the umbrella in his right hand, the left side of this body gets wet. “If only there were something to keep my whole body and backpack dry,” Ned thinks, “and it’d be great if I had both my hands free.” Ned doesn’t like wearing his jacket alone, even with the hood up water still leaks in and his backpack and legs still get wet. Ned would love to use some sort of umbrella that he could attach to his backpack and that would keep his whole body dry or cool depending on the weather.
mission attributes
"To say that something is designed means it has intentions that go beyond its function. Otherwise, it's just planning."
— Stephen Fry
Vision. Is our advantage.
We strive to
change the way
people experience the elements. A strong statement of our mission clearly asserts what we do as a company and for whom. Every time people see the new product we want our mission and core values to be represented. We, as the design team, are referencing these values and implementing them into every design. This ensures continuity in the overall design system, and will create a comfortable relationship between the consumer and product.
Our company is a revolutionary system of products that provide portable solutions for changing climates. Our goal is to enable a better quality of life for the global community.
attributes
Adaptable Sustainable Comfortable
identity
“ ...It is not surface, it is not the last thing that needs to be considered, it is the thing itself.”
— Stephen Fry
Leaders. We are.
Every decision we make
revolves around doing what is best. How should the consumer be able to identify Bohdi? The identity should tell anyone who sees it what our company is about, our values and attitude. It must leave a lasting impression and have the ability to be applied to any medium necessary. The design team approached the identity focusing on different aspects of the overall message including communications, products, relationships and interactions. The main goal of the naming process is putting the best foot forward; the company name is usually the consumer’s first interaction with a brand. A good name is essential to any company that wishes to be profitable with the least amount of effort.
Naming Process
myleaf multifacIt re:leaf
blade
bonsai ourshelter
bohdi Bohdi derived from a concept of biomimicry, think leaves with deep, strong structures. Phonetically, Bohdi carries a very personable feel “buddy”. Culturally, although harder to pronounce, the Bodhi tree is a symbol for wisdom, longevity and protection. Mother nature comes full circle providing shelter from all of her elements. It’s short, simple, to the point, easy to say, and catchy.
Logos
option a This option utilizes a simple type treatment to communicate the brand. The typeface used is Vag Rounded because its rounded corners communicate a friendly nature, while the straight, tall strokes of the letterforms emphasize the structure and durability of the product. The accent over the "o" serves a dual purpose; it is phonetically the word is said and also serves as a starting point for a complete language that could be developed for this symbolic form.
option b This option utilizes a simple type treatment to communicate the brand. The typeface used is Gill Sans because it has a mechanical look with a smooth quality. The logo emphasizes both the advanced engineering of the product and the personable nature of the brand; a marriage between perfect form and function.
option c This option incorporates an iconic element to communicate the brand. To strengthen the brand identity, the symbol could be placed (on products, packages, etc.) to support recognition of the Bohdi brand. The typeface used in this symbol is custom made. (Entire type family can be viewed on the proceeding page.) The rounded type style and smooth edges enable this mark to exude a friendly personality while the icon speaks to the sturdy structure offered by Bohdi.
option d This options utilizes a unique typeface, Dessau Pro, that has a very open look and feel while also having hard edges and corners similar to the Bohdi product. The negative spaces within the “b" and "d� look like a rain drop or a simplified leaf structure. The hard corners flow very well with the round transitions, giving a solid, structural look that applies perfectly to the product. This modern well crafted font would meet the requirements, aesthetics and legibility for the entire Bohdi product line.
Taglines
Bohdi's tagline represents our three attributes: comfortable, sustainable and adaptable. The most important thing for a tagline to accomplish is creating a friendly and comfortable feeling for the consumer. Our goal was to emphasize that everyday can be comfortable and beautiful with your bohdi, no matter what the weather is like. The tagline that best captured what we felt should be represented was “embrace the elements�. The elements of weather, life and everything around us that we sometimes miss out on.
Meet Bohdi. Embrace The Elements. Enjoy The Moment. Enjoy A Moment Everyday. Experience. Embrace. Enjoy. Engage. Embrace. Enjoy. Hand In Hand.
Logos & Taglines
embrace the elements
embrace the elements
embrace the elements
embrace the elements
branding
“Brands, like children, need to be fed and nurtured in order to grow.�
— Bart Crosby
Focused. Is how we think.
We tell a story that
transforms how people see their lives and causes them to listen.
Building a brand is a difficult undertaking. Successful brands have loyal customers who fully support them. The achievement is in connecting with the consumer on a personal level. The brand becomes a part of their lives and helps define who they are and what they value.
Brand Story
An individual’s journey through this life can be long and complicated. We are constantly being pulled in different directions; one searching for freedom and the other for comfort. For centuries, humans have relied on the Bodhi tree for both protection and wisdom. Now, you can enjoy the same adaptive qualities that the Bodhi tree brought our ancestors no matter where you are. We have turned mother nature full circle and brought it to you in a new . We invite you to stop and learn from mother earth again. Restart your life journey. This time, pause to embrace the peacefulness that the rain brings and the warmth that envelops you on a day in the sun. We believe life is meant to be enjoyed. After meeting your newest friend, we think you will agree.
The story emphasizes that Bohdi helps you to enjoy life in a whole new way. It explains how we took an element of nature and turned it around to create a product that can be taken anywhere. To emphasize this revolutionary change, the chosen logo should be incorporated in the location indicated above.
Color Palettes
palette option a This palette uses strong, bold colors that are supported by a natural tone. The darkest of the palette (you must have 1 dark to base text, etc.) is a deep brown with a red tint, suggestive of the tree trunk. Green is incorporated to again borrow from the tree while the blue is adopted from water. The orange and ocher offer good contrast. Tan acts as a paper base, warming the entire palette and further emphasizing the "comfort" value.
C 54
C0
C0
M 76
M 62
M 32
Y 74
Y 99
Y 89
K 79
K 36
K 26
C0
C9
C 50
M4
M0
M0
Y 30
Y 19
Y 85
K 12
K 31
K 20
palette option b C0
C 100
C 100
M0
M 60
M 15
Y0
Y0
Y0
K 100
K0
K0
C0
C 50
C0
M0
M0
M0
Y0
Y 70
Y 85
K0
K 10
K 15
This palette was based off the discussion we had with Rick regarding concerns on leaning too closely toward nature. This palette is based in black. The colors selected are bright and energetic with a dominant blue. Psychologically, blue has a calming effect. To further ground the palette, green and yellow are used, both of these further speaking to the comforting qualities that come from natural elements yet in a more optimistic manner. White serves as the paper base.
palette option c This palette known as Bohdi “Green�, adopts bright colors that communicate joyfulness. This palette was selected to represent the environmental roots of the product. Representative of the elements, these are bright colors found in nature. The first swatch, signifies the sun and is a warming orange. The green swatch symbolizes the grass and the life elements create. The snow is a light blue (rather than a solid white) to give more comfort to the product. Teal represents the rain, bringer of life. The darker blue is the sky, and the final swatch signifies the earth and stone. This palette carries the idea that the elements are here and to embrace them is okay.
C0
C 64
C 29
M 35
M0
M0
Y 85
Y 99
Y 10
K0
K0
K0
C 73
C 89
C0
M 13
M 75
M0
Y2
Y0
Y0
K0
K0
K 62
palette option d C 94
C 87
C1
M 68
M 44
M 33
Y 57
Y 49
Y 100
K 62
K 19
K0
C1
C 32
C0
M 66
M 94
M0
Y 100
Y 100
Y0
K0
K 46
K0
This palette offers bold, rich colors that feel warm and comforting. The palette's base is a deep blue, nearly black. Psychologically, blue is relaxing and the tones yellow and orange prompt a need for action. The red tone has a black base which speaks to a wholesome lifestyle. Positioning these tones against a bright white paper gives the palette a contemporary mood. This is a the perfect balance between what is found in nature and what is desired by our three personas.
palette option e This palette was chosen for the business person. It is based on contemporary business attire and picks up on three popular colors for suits; black, navy, and slate [bottom row]. The other colors represent the tie [top row]. Gold is a symbol for confidence and adds a nice contrast to the palette. Red, symbolizes power, solidifying the strong, successful businessman. The final color is light gray which compliments the other colors by playing a supporting role.
C2
C 10
C 15
M 20
M 100
M0
Y 94
Y 100
Y0
K0
K 30
K 60
C 100
C 30
C0
M 85
M0
M0
Y 35
Y0
Y0
K 30
K 90
K 100
palette option f C0
C 90
C 40
M 40
M 30
M 100
Y 100
Y 95
Y 60
K0
K 30
K 30
C 70
C 100
C0
M 15
M 85
M0
Y0
Y 35
Y0
K0
K 30
K 100
This palette was chosen for the athletic and sport oriented individual. These swatches are all borrowed from the stock colors for sports and team apparel. Having a color palette similar to sporting teams', the Bohdi could be matched with specific teams. The colors are also a blend of those chosen for the business and green focuses. This palette creates a healthy balance between business and pleasure.
Design Language
Our design language is an over-arching theme and style that emphasizes the personality of the Bohdi brand. The canopy of the Bohdi is called the leaf, which can be interchangeable to provide a different look. The stem and grip let a person firmly and comfortably hold the Bohdi. The jacket is a protective fitted bag for the Bohdi when folded up.
It is attached to the grip, and made of absorbent material. When the Bohdi is open, the jacket can easily be stuffed into the grip. These terms help communicate the various components that make up a Bohdi, as well as establish the overall style and feel.
" Great design is all about details. With innovative material selection, sensible construction techniques and modern aesthetics one can craft a unique design language that sets a new standard." — Roi James
Recycling Program
Recycling programs show that Bohdi has a sense of global responsibility. Their addition would tell the consumer that we care about what happens to our product and other products like it. Also, these programs are a direct way of involving the consumer and getting him or her excited about the brand. They create an opportunity for promotions, workshops and spin-off companies.
The recycling program will work on 2 levels:
1. Bohdi Action Team - Through our packaging, website and/or store promotions, we will encourage people to send in their old/broken umbrellas or Bohdis so that they can be reused. Bohdi Action Team will be responsible for making tents out of these broken umbrellas for the homeless and transient. Also, the team will send tents to the refugee resettlement program through The Joint Volunteer Agency to help those in need oversees. Locally, Bohdi Action Team will be involved in Openlands - a charity organization that contributes to community greening/ gardens, Habitat for Humanity, and local homeless shelters. This group of volunteers will work with the community wearing Bohdi hats or t-shirts to get out the message of our commitment to the global community. Through partnerships with companies like Target, we can offer simple incentives like gift cards in order to encourage people to get involved. The BAT can be as simple as a message board that posts weekly actions in order to minimize effort and cost.
2. Youtube community - Our brand channel on Youtube will hold contests for the best reuse of old/broken umbrellas encouraging participants to post videos demonstrating their technique. The winners will be used in ads, receive gifts or be featured on the website. This is in order to foster an online community to coincide with the real life community we are creating.
These 2 main levels will give Bohdi a strong recycling program that resonates with the earth/community conscious consumer. Also, it will help get the brand message out there on a global level without expending much effort.
design system
“Design is intelligence made visible.”
— Lou Danizer
Impression. Is what we leave.
flip conventional design on it’s head and create an experience that moves people. We
The design system is a market plan. Focusing on captivating the consumers, this strategic formula stresses what makes this product different from everything else on the market right now. To understand this, we had to consider interactions, relationships, accessories and communications. Design systems have to spark a connection between the consumer and the product through an innovative and creative way. The purpose of applications are also to keep the consumer engaged with the product, leave lasting impressions, and engineered interactivity. This step establishes how Bohdi will appeal visually across many mediums.
Design Platform
Product Development
recyclable materials Sustainability is important because consumers respond to a company’s understanding of global responsibility. The average consumer will seek out products associated with the green movement in order to minimize his or her impact on the world. One of the main issues with the umbrella is it’s disposability; more waste for our landfills. A revolution in the design of the umbrella would best be paired with new, sustainable materials.
The Bohdi will be constructed out of: EIP- Eco-intelligent polyester- A durable, waterproof fabric made from recycled polyester that can easily be reused or recycled Pure Steel - Unlike cheap and flimsy alloys, using pure steel is sustainable and long-lasting Hemp string - For stitching, hemp is an easily renewable source that is 4 times stronger than cotton and uses a significantly smaller amount of harmful chemicals during cultivation Also, packaging will be sustainable, reusable and/or recyclable. Advertisements and all collateral (such as business cards) will use recycled paper or local paper trees and soy inks.
BoClip concept Conceptual sketches of a possible clip designed for retrofitting your Bohdi to suit different everyday applications. The Boclip adds a significant diversity to the product by offering a convenient variety of uses.
Profile and open [side view]
Screw-base concept for attaching varying extensions to the BoClip.
the BoPack extension The BoPack provides shade and shelter for everyone, from the outdoor enthusiast to the student.
golf extension Providing relief from sunshine and light to moderate rain, the golf extension is quick, easy and lightweight.
stroller extension Stroller with BoClip.
bike extension Bike with BoClip for the casual bike rider.
beach & lounge chairs extension Beach Chair with Boclip.
Alternative oversized application for resort settings or outdoor poolside use.
Posters Posters are a vital tool for presenting a message to potential customers. These series' represent a range of visual communications for our message.
poster option a
SHARE A MOMENT TOGETHER
Adaptable. Sustainable. Comfortable. The brand new bohdi is all of these and then some. This portable solution to everyday weather concerns will add a new dimension to your experience of the outdoors. Life is meant to be enjoyed. After meeting your newest friend, we think you will agree.
poster option b
ode to nature
ode to nature
The mushroom was a gift from the rain, The fairy tale shelter to a frog named Cain.
The seedlings scattered blowing in the wind, As the single stalk slowly thinned.
The frog sat quietly beneath it’s cap, Waiting patiently for the rain to gap.
Flying through the air the seedlings had fun, Enjoying the day basking in the sun.
A Princess came along and discovered its bliss, Hoping for a Prince she gave it a kiss.
A few days later the Dandelion grew, Its petals were all shiny and new.
A dream came true, it couldn’t have happened faster, Bodhi gave them shelter and they got happily ever after.
Mother Nature is the treasure that quietly evolved, Bodhi is your gift, all your problems solved.
meet
ode to nature It was another beautiful fall day, Mother Nature was putting on quite the display. The wind picked up, the leaves began to fall, The tree stood strongly acting as a wall. A man beneath it took in it’s glory, As the tree began to shed its story. A place of shelter, a place of glee, This is your connection to the Bodhi tree.
Adaptable. Sustainable. Comfortable. The brand new bĹ?dhi is all of these and then some. This portable solution to everyday weather concerns will add a new dimension to your experience of the outdoors. Life is meant to be enjoyed. After meeting your newest friend, we think you will agree.
meet
poster option c
Adaptable. Sustainable. Comfortable. The brand new bohdi is all of these and then some. This portable solution to everyday weather concerns will add a new dimension to your experience of the outdoors. Life is meant to be enjoyed. After meeting your newest friend, we think you will agree.
poster option d | series 1
poster option d | series 2
Collateral
The collateral was based around the package system we created. We kept the color scheme simple yet comfortable. The business card folds in half creating a feeling of shelter once you set it down. The front has a straightforward logo and the back has our three attributes. Inside, we focused on the one attribute that makes the Bohdi different from any other product; adaptability. The letterhead and envelope are in a light blue-grey, with the logo and our tagline; This gives it a business feel maintaining a comfortable impression as well.
Point of Sale
point of sale option a
The purpose of this display is to draw people in with visual intrigue. Customers are able to walk all the way around the display. They are encouraged to try the Bohdis out, as there will be many hanging in the center post. Three round, revolving shelves at the bottom, hold the Bohdis available for purchase. The inspiration for this display was the idea of a tree with open Bohdis as the leaves branching out from a center trunk or stem. The materials would be recycled or refurbished wood. This Bohdi tree display would most likely fit best in large stores like R.E.I. or Dick’s Sporting Goods. This could even fit nicely into smaller stores like Target.
point of sale option b The leaf picture mark from one of our logos (shown below) was the inspiration for this Point of Sale display. This display would consist of modular 3D objects in the shape the leaf logo. These objects would be used as shelves to house the Bohdi product. Also, there could be Bohdis hanging on the side for customers to try out. These sculptural leaves are interchangeable and can be stacked [as shown], placed in a line for a counter display, or stacked in any pattern. This display emphasizes our attribute of “adaptable� because it is so versatile. Also, it would be made out of recycled or refurbished wood but could even be a material like cardboard. This display could be placed in travel/souvenir stores in train stations and airports and in gift shops like Brookstone.
point of sale option c Customers respond well to new products if they are presented in an interactive environment. I took this approach while making this point of sale concept. As the person walks by the store, splashes would appear and light up implying that they would need to seek shelter under the large scale Bohdi positioned outside the store's door.
A display could be positioned here as well inviting passers by to try the Bohdi out. Under the large scale replica, there would be a dry spot in the graphics with the Bohdi logo on the ground. This Point of Sale interaction could be implemented in any store with window displays.
point of sale option d Another interactive Point of Sale concept using sensors and projections, puddles or ripples would begin to appear within a certain area on the floor of the store. Once a person opens a Bohdi from a nearby display and is standing in the projected circle, the rain underneath the Bohdi would dry up. While the person is moving around, the circle underneath the Bohdi remains dry while the surrounding area stays "wet". This type of interaction brings the elements indoors and allows the customer to experience them in a contained and comfortable environment. Furthermore, such a display would attract all age ranges and help to boost Bohdi sales.
Icon System
comfortable | sustainable | adaptable
The icon system is based on our three attributes. The origin of the primary shape is the leaf icon in 'logo option c'. The circular shape gives the imagery an overall comfortable feel as well as provides continuity. Each icon has a 2D structure, which mimics the original shape in the logo. Such icons could appear on packaging, a website, or any Point of Purchase material. Ideally, they would initially be paired with the correlating word so that the consumer begins associating them with the icons. Sustainable is a word we easily pair with arrows arranged in a circular manner but comfortable and adaptable do not have visual precedence. The icons are versatile because they are able to be adapted to any color scheme and are a great way to visually represent the core values at the root of Bohdi.
color palette d
color palette e
Brochure
overview The brochure was created to be placed inside of the package system, giving the consumer a quick and efficient way of learning about their new Bohdi. Originally this information was going to be a simple tag tied around the Bohdi handle but was later changed so more information could be displayed. This 3.75 x 4.75 booklet focuses on our three attributes, the story, materials, accessories and our recycling program. Also, it would be used at the Point of Sale for people to read before buying. We created two different styles for this package system. The brochure is based on the first run through that focused on earthy tones and sustainability. Once the Bohdi team met with the client, we realized that we pushed the natural theme too far and forgot about other clientele. We decided to continue our focus on sustainability but not to the point of turning off other potential costumers. To accomplish this, we kept the content of the brochure but simplified our color palette giving it a fresh and bold look.
brochure content
brochure content
package option a redesign Customized wraps speak directly to each of the target personas: For the businessman or woman - a sophisticated look in either plain black or white For the woman that desires a more stylish look - a designer black pattern For the gadget focused male - a sleek metallic For the sustainability focused customers - a raw, recycled form For the customer looking for a gender neutral package - a blue square pattern
package option a redesign The revised packaging system offers customers a chance to personalize their experience. While the tube design captures the personas' attention, it also represents the diverse Bohdi leaf (canopy) options that are available. To ensure the interested consumer always sees the swatch, it will also be presented on the tube end.
package option a redesign This packaging system reduces waste and printing costs by placing the prepaid mailing label onto the reverse side of the product belly band. The prepaid shipping label will have adhesive strips to easily allow the band to be reversed and sealed for shipping. Since the telescoping tube is three pieces, the inner space of the tube can be adjusted for varied umbrella sizes.
package option a redesign With the change in the mailing label system, an adjustment had to be made to the accompanying communication system as well. A single card will be included in the package, providing instructions about how to participate in the Giving Back program, educating the Bohdi buyer . While the card is designed for the customer, the pre-printed mailing label tells Bohdi who the product came from for future marketing efforts.
gives back As a revolutionary company, we believe in life changing ideas. Be a part of the complete experience by helping give your unused umbrellas a new purpose. Use this tube to send us an umbrella you no longer want or use Turn your outside label inside out to reveal a prepaid shipping label Write your stats on the outside so we can send you an exclusive accessory for your donation and email to register your tracking number
Learn how your donation is being used
gives back Your donation tracking number is XXZZVV
Log-on to www.bohdi.com and click on the button “My Umbrella’s Second Life� Fill out the information required and enter your donation tracking number (listed above) Learn how your unwanted umbrella is helping others across the globe!
Thank you for helping us keep waste out of landfills and serving the needs of others.
package option a estimate 10,000 100% recycled custom mailing tubes with white removable end caps (for varying recycling requirements) wrapped in desired color 3 part labeling system printed on Touche paper with latex adhesive where needed (belly band, mailing label, swatch) UPC application & set-up 1 line of variable data (for customer tracking umbrella donations) Shipping to manufacturing facility for assembly
Estimate provided by Rastar Account Representative: Greg Wingert Estimate provided to Kaylene Thompson kaylenet@mac.com 303.968.6243 To reduce the costs of the per piece unit -Change mailing tube to standard, non- telescoping style -Change paper to standard, not Touche -Reduce colors used in packaging -Increase quantities being ordered -Produce all components at the same time to reduce set-up
10,000 units at $7.95 a piece* 5,000 units at $8.90 a piece*
*the change in the packaging system will significantly reduce the costs of this estimate as the required paper and inks for use in the label system have dramatically changed.
package option b This package was developed with the core values of sustainable and adaptable, as the primary focus. Korn plastic (which biodegrades after 1 year) was used for the outer package. Wrapping the package is a belly band which features the logo, story, icon, and a description of how the package can be reused to grow a Bohdi tree. The black base is a biodegradable cup housing seeds so you can “grow your own Bohdi“. The exterior package doubles as a terrarium creating an environment for your plant. Through the process of growing your own Bohdi, the client can learn to “embrace the elements” by experiencing first hand the benefits of a little weather.
Biodegradable cup houses seeds to “grow your own Bohdi”. Korn plastic container opens on top and doubles as a terrarium. Belly band wraps plastic to describe product and packaging.
Communication
e-blast Due to the limited marketing budget available for this new product, we gave some thought to inexpensive methods of announcing the features and availability of the new Bohdi. Email is an outstanding way to reach target customers with a new message. This e-blast declares the coming of a revolution.
after over
200 years, a revolution has arrived... interchangeable, eco-intelligent polyester that will not tear or leak
An email list could be purchased from a distribution house that focuses on one or more of the Bohdi target customers, for instance: business people between the ages of 24 - 62.
100% renewable materials used in construction and packaging.
Lightweight construction and compact style makes it convenient to carry.
durable, solid aluminum frame and hinge system that will hold up in wind up to 70 mph
strives to provide hassle-free tools that allow you to experience life at its fullest.
Easily accessible, super-absorbent dry-fit bag in its handle that traps water.
introducing embrace the elements
An individual’s journey through this life can be long and complicated. We are constantly being pulled in different directions; one searching for freedom and the other for comfort. For centuries, humans have relied on the Bodhi tree for both protection and wisdom. Now, you can enjoy the same adaptive qualities that the Bodhi tree brought our ancestors no matter where you are. We have turned Mother Nature full circle and brought it to you in a new and sustainable
share with a friend learn more
We invite you to stop and learn from mother earth again. Restart your life journey. This time, pause to embrace the peacefulness that the rain brings, and the warmth that envelops you on a day in the sun. We believe life is meant to be enjoyed.
After meeting your newest friend, we think you will agree. if you received this email from a friend and would like to subscribe, click here. | if you prefer not to receive promotional email messages from us, click here. to read about our privacy policy, click here. | copyright 2009 bohdi, 1600 pierce street, denver, co, 80214. all rights reserved.
targeted email Most retail outlets have highly loyal customers. One such outlet, is REI; one of the proposed locations for product launch.
a long awaited revolution is here...
introducing
strives to provide hassle-free tools that allow you to experience life at its fullest.
embrace the elements
features
REI (similar to other retail outlets with loyal consumer bases: Smith & Hawken, Red Envelope, West Elm, Pottery Barn, and even Target) sends out a weekly email publication to their "Co-Op owners" (glorified REI members).
interchangeable, eco-intelligent polyester that will not tear or break durable, solid aluminum frame and hinge system that will hold up in wind up to 70 mph easily accessible, superabsorbent dry-fit bag in handle that traps water learn more >>
learn more >>
This is a suggestion on how the Bohdi could be featured in the REI Gearmail publication, announcing it’s arrival and peaking interest among target consumers.
good magazine article Good Magazine is a collaboration of individuals, businesses, and nonprofits, pushing the world forward. With a product as revolutionary as Bohdi and a set of core values coinciding with the magazine's mission, there is an opportunity for Bohdi to be featured in an article.
Denver
BoHDI:: Embrace The Elements The alarm buzzes. We start our morning ritual. On our way out the door we check and recheck the doors. Then, we reach for our vital technology organ – our iPhone. It is one of those modern convieniences we have learned to not lgo anywhere without. Prepare to add your Bohdi to the list of things you should never leave home without. Bohdi is not just another new personal gadget. Instead, it promises to change how we live. Inspired by the protection offered by of Bodhi tree, the people at Bohdi turned the idea of mother nature full circle and brought to us an adaptable product that we can take with us anywhere. The purpose is to encourage Bodhi owners to restart their life journey; this time, pausing to embrace the elements that generate life. Bohdi’s refreshing take on the traditional umbrella— which by the way, hasn’t changed in over two hundred years — will leave you wondering why you ever wasted so much money on such a poorly made product. But, it’s not just the need for a far better product that makes Bohdi so revolutionary. Bohdi’s
28 GOOD SEPT/OCT 09 Look
design is completely sustainble, with integration of sustainable materials including eco-intelligent polyster and solid aluminium in the product design. The company recognized the growing concern for climate change and made a commitment to limiting their impact on our planet. You can bet the company is going above and beyond ordinary expectations to protect Mother Earth, afterall, it is experiencing all that she brings that the company so heavily promotes. While many companies are going “green”, it is Bohdi’s inventive recycling program that makes it truly stand out. The company promotes reducing waste in landfills through a reuseable package with prepaid postage for mailing used umbrellas back to the company for use in an innovative public assistance program. The Bohdi Action Team assembles donated umbrellas into temporary shelters. The shelters can then be used for the homeless, in times of crisis where temporary relief from the elements is needed, or even to set-up to give refugees internationally portable protection from the weather. As though the concept wasn’t reason enough to celebrate, donators are also able to track their donated umbrellas second life through an online tracking system. Now that is an idea that we can all feel good about!
Learn More bohdi.com Photo Stock
Viral Marketing A strong viral marketing campaign has the potential for huge results on a low budget. This marketing tool creates a buzz through ‘word of mouth' and file sharing over the internet. The idea is to infect one person or a small group with an idea and they in turn spread it like wild fire.
youtube Youtube connects billions of users around the world, therefore it is a great tool for marketing. “No Bohdi Blues” is a video [enclosed] made specifically for Youtube that creates consumer interest through the use of humor. It’s something people might add as a favorite video or send to colleagues, friends and family members, getting the Bohdi message out there with little to no effort expended. This short video shows the problem our team began with and tells the viewer that Bohdi has found a solution.
public performance As seen in the Antwerp video [enclosed], a solid choreographer and team of performers perhaps from a local performing arts school, could pull off an amazing advertising spectacle seen here in New York’s Central Park. With proper timing, during the busiest time of day or during spring rains, a dance team could bring Gene Kelly’s “Singing in the Rain” to life with the use of Bohdi products.
final thoughts
Completion of the
full design system
from naming to viral marketing ensures Bohdi will make a seamless transition into the marketplace.
Designing a revolution is no simple task but we feel significant leaps and bounds have been made on this new journey. Each team member added his or her own final thought at our project's close.
Design Team
"I greatly enjoyed working with everyone on our team. This design system is truly an achievement."
— Cody Sammons
"All experiences in life teach us something. If we step back, each moment gives us an opportunity to learn about ourselves. What we love and what we despise. For me, the last three months have been permeated with things other than this project; but it is the culmination of these events that have pushed me to acknowledge what I am passionate about. This experience allowed me to rediscover my love for branding. It is the blend of two longtime interests fusing together into the perfect balance of marketing and design. As this experience comes to a close, I leave it a more enlightened individual. Enriched by the chance to work on a project that pushed me to think beyond what was expected and into something that connected. While this project has come to an end, it marks the beginning of a pivotal moment in my life. For this is the time when I took ownership of my career and set out to pursue a lifetime of crafting memorable brands."
— Kaylene Thompson
"Thank you to the entire Bohdi team. It not only has been a great experience to work for an actual client, but working with my peers taught me many things about myself as a designer as well. I am proud to have worked with such a devoted, passionate group of people."
— Stacey Ginsburg
"I am thankful for having the opportunity to work on this project. It has helped me gain knowledge about everything from research to working on a team. I have faith that the system we have designed will help make Bohdi a reality."
— Laura Woodhouse
"Rough start for a short semester, this experience was based on teamwork, dedication and lots of questions. I couldn’t have asked to be in a better group. Everyone had a significant part and came through like a champ. The key to any successful relationship is communication and a couple of “F Bombs." — Jonathan Pastore
"I have greatly enjoyed working on the bohdi project and feel that our design system will be valuable to the further development of bohdi as a brand. I would like to thank you for the insightful feedback that pushed this project to the next level."
— Jocelyne Dittmer
"I would like to thank you for the opportunity to learn and help develop this project. I now look at the umbrella with a completely different light, and see what the future can bring."
— Jonathan Steinberg
CD Contents We have inlcuded a CD with this book that includes a version of this presentation book in PDF format, as well as all videos created for the bohdi design system.
Colophon Paper Hammermill Color Copy 32 lb text Cover Cougar Opaque Smooth 98 lb cover Typefaces Century Gothic Regular, Century Gothic Bold Designers Jocelyne Dittmer, Stacey Ginsburg, Jonathan Pastore, Jonathan Steinberg, Cody Sammons, Kaylene Thompson, Laura Woodhouse Instructor Fred Murrell Special Thanks Rick Robinson and John Cain Copyright 2009 Rocky Mountain College of Art & Design Design Systems, Summer 2009