BRAND X Ross McIntosh
BRAND X
The Home of the Future Type: Duration: Core Staff: Group Members:
Introduction
In this project, we were asked to work in small teams to develop a proposition for a new brand, whose focus will serve the needs or wishes of a particular market in the near future. This hypothetical brand proposition should respond to emerging and predicted social, cultural, technological, political and economic trends; anticipating new desires to reveal a viable business opportunity. Having identified a credible opportunity, as a group we will establish a brand from which to develop our opportunity, our brand will feature a set of core values that will underpin our brand, visual identity and semantic ‘DNA’ to create a compelling brand narrative. We are then individually asked to create a product for our brand which together will become a family of ‘signature’ products that will be presented at an exhibition at the culmination of the project to ‘launch’ our brand.
Group & Individual 5 weeks Mil Stricevic & Bob McCaffrey Amalie Kvistgaard Mai Watanabe Braden Tinline Ross McIntosh
Contents
5//Research 6//Brand Values 7//Manifesto 8//Brand Archaeology 9//Brand Comparison 10//Brand Identity 12//Brand Refinement 13//Field Research 14//Identify Opportunities 16//Brand Development 17//Product Development 18//Our Brand 20//My Product 22//Branded Products 24//Preparation 28//Exhibition 31//Reflection
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Research
What is ‘work’? and what will ‘work’ be like in the future? After being briefed on the project, as a class we discussed likely domestic scenarios through the lens of the future using the given themes as stimuli for encouraging creative speculation. By discussing the themes as a class, we allowed the societal trends of the themes to manifest and present opportunities for development of new brands and products within the context of ‘home’ in the near future. This provided a foundation from which we could research a given theme in greater depth. Once we had analysed all the themes, we were split into groups and assigned a theme to further research. Our group were assigned the theme of ‘Work’ within the ‘Home of the Future’… Within our group, we had two home students and two exchange students. The prospect of working with the exchange students was exciting due to the wealth of knowledge and experience they bring and I was eager to enrich myself within their culture and explore new methodologies.
From the initial class discussion on the future of ‘work’, we were given lots of data and ideas to work with but as a group we wanted to decipher what ‘work’ meant to us and how would we approach this topic. From undertaking desktop research, we quickly realised that work was a very ubiquitous term and has a very complex structure to identify and source when people are working and when we are not. We sought to use this conundrum by investigating the duality of work and play as-well as trying to understand why the distinction between these two concepts continue to blur. By discovering potential design ‘drivers’ for our brand and through more in depth critical thinking, we started to define our target market and develop a range of possible directions for our brand. We then presented our brand direction and target market and define how our concepts could respond to their needs, desires and aspirations.
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Brand Values Who are the target market? What do they need from a brand?
At the end of the first week, we were asked to establish a set of core values that will underpin our brand. In order to do this, we had to define our target market; from our desk research, it was clear that work is everywhere and will only become more pervasive in the future. We are at the dawn of a digital age were everybody is connected and technology is evolving at an exponential rate; it is becoming ever harder to escape these norms and temptations to upgrade. While the world is developing at a faster rate than ever before and it uncertain where we will end up next, because of this we are abandoning our roots and traditions
FRICTION
which provide us with a solid and stable foundation. From this insight, we discussed some key values that we analysed during our research into the ‘work’ stimulus that related to these themes and trends within the current market and selected values that showed potential to create new and innovative concepts from which we could build our brand. We picked four values which we four considered important when looking at ‘work’ in a future context and explored these values in depth to see what possible design opportunities and concepts we could evoke from them.
SLOW
Our target market are people who go dare to go against the current and become indigenous to themselves in a society that gets swept away by the tidal wave of technology and consumerism.
In a world that is developing ever more faster than ever before, we can never catch up; these consequences effect our nature. We value slow because it allows us to focus our mind and find ourselves
PIONEER
FAMILIAR
Our brand will aim to target the pioneers in our society who embrace change and conform against trends. We seek the survivors who strive to succeed by envisioning a better future.
With the current rate of change, we can feel lost at times. As everything around us evolves and develops, we struggle to find a sense of home. We intend to evolve with our consumers.
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Manifesto
Our brand states our intentions and motivations to our target market
“Where currents flows in opposition, pioneers are born.
This potential must be cultivated, we believe innovation is a result of concentration, which should not pressure but consider the needs of man.We support the people who dare to go against the current. In a society we become indigenous to ourselves, friction is created. Overcoming friction is about taking it slow and being aware and cautious.We support the people who dare to go against the current.Valuing the loyalty to yourself and expression as an individual are paramount. By working smarter and prioritizing balance.We believe that slow and steady will win the race. Determination to conform against to external trends. Courage to branding yourself. A survivor with a strong sense of bravery and sacrifice Striving to succeed envisioning a better future.Taking pleasure from the presence of gentle change.We make pioneering familiar. Work. Re-worked.�
We then drafted our first manifesto from our brand values we established. By incorporating all four values into the context of a manifesto, we began to get the feeling of our brand and who it reaches out to. I believe this was a positive start to the project although the manifesto could be more clear and concise. I intend to simplify and rework this manifesto further into the process but was pleased about this manifesto laying down the foundations from which we can now build a brand; there was many interesting opportunities and ideas that arose from the manifesto.
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Brand Archaeology
A week-long workshop with Pedro Almeida to understand how brand’s are structured and apply these theories to our own Before creating our own brand, we must understand how to structure a brand by developing a DNA for our brand. Through understanding how existing brand’s have been built from the inside out, we will create our own using the same methodology and structure to establish a brand. To discover how brands work, we had a weeklong workshop with Pedro Almeida who is an expert in the archaeology of brands, his presentation was very insightful and made me think more about brand structure/identity. Over the course of this week we were to develop an understanding of the principles surrounding the visual representation of brands, and then apply this to our own brand; by the end of this week we are to build a visual language and identity for our own brand.
Key questions:
What does it our brand stand for? How do you want people to describe it? What are its defining characteristics?
Brand Comparison How do brand’s differentiate themselves from each other? Why do we choose one brand over another? To help us understand how existing brands are structured, we were given the task of comparing two existing brands and analysing the differences between them and how these affect their target consumer. Our group were assigned to compare the brands ‘Kiehls’ and ‘The Body Shop’.
To compare these brands we were to analyse the visual language and identity of these brands and evaluate why their brand characteristics appeal to their designated target markets. We discovered insights as to how these brands are structured and why they appeal to their respective target markets.
Identity Structure:
Name Symbol Typeface Colours 5th Element Brand Essence Corporate Structure
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Brand Identity After our workshop with Pedro, we were to apply the identity structure we learned with him to our own prospective brand
After we learned to identify a brands identity structure, we were to apply this method to our own brand to help establish the feeling of our brand in a visual context. We did this by creating a mood board as a group by focusing on our brands key values to create the brand DNA. This was a very hard task to do as we didn’t have the visual aid of an existing brand to work with like the brand comparison task, instead we were to imagine our brand through use of a semantic mood-board. This method helped us as we progressed as we could visualise our design opportunities in the form of photos, sketches to deeper convey our brand.
From this exercise, we could tell our brand was natural through the photos of plants and earth (FAMILIAR), timeless through the use of landscapes and iconic design (SLOW), resilient from imagery of obsolete technology in use (FRICTION) and was very different from the other mood-boards featured in the class (PIONEER). Through analysing our mood-board to discover our brand values; we could visualise possibilities and applications for design. By capturing our design opportunities visually, we could then define/ clarify what exactly our brand was responding to and this would help us engage with our target market.
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Brand Refinement
Does our brand’s core values and manifesto changed since learning about ‘brand archaeology’? After our brand archaeology workshop, we decided as a group to revisit some of the founding principals of our brand to evaluate whether they remain true anymore or need further refining and development. From the previous exercise, we found that our brand’s core values are strong and well communicated though use of the semantic mood-board but our manifesto needed to be more clear and concise. To progress, we began to develop the aesthetic
and social properties of the brand that align our vision and allow us to materialise our concept. To begin this process, we wanted the manifesto to be more punchy and to do this we needed to identify a name and a slogan for users to relate to and engage with. We also wanted to establish a name that will evoke ‘meaning’ and ‘feeling’ of the brand, from which we can connect with our target market on a more intrinsic and deeper level.
“Where currents flow in opposition, pioneers are born.We
believe innovation is a human instinct, which should not pressure but consider the needs of man.When we become indigenous to ourselves, we begin to understand nothing in life is mandatory, we have the freedom to express ourselves outwith normality.We reach out to the survivor state of mind.The diverse individuals who interpret work as opportunity to sculpt a better future. By breaking down the mundane structures in everyday life, we aim to create natural familiarities to provide man with an organic feeling of home.
A portable sense of comfort.”
“Hygge” (n.) a complete absence of anything annoying or emotionally overwhelming; taking pleasure from the presence of gentle, soothing things.
We refined the manifesto even more to evoke a slogan from which we can communicate with our target market. From refining the brand, we also discovered that we had lost the concept of the project; what will work be like in the HOME of the future. We became so engrossed with discovering the meaning of ‘work’ that we had overshadowed the understanding of ‘home’. To emphasise the content of the project to the market, we choose to name the brand “Hygge” which in Danish has a very unique meaning that relates to our context of ‘home’. To further understand our associations with ‘home’ we thought to conduct field research to find out when users feel at ‘home’ when away from home.
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Field Research How can people feel at ‘home’ when away from home?
Observations
To help us understand more about people’s intrinsic feeling of home, we decided to conduct some field research and testing to help us decipher the triggers and touch-points where and when users feel at ‘home’. We decided to do some field observations to see where users are visually relaxed and comfortable when not at home, by capturing visual cues of ‘home’, we could then translate these into design opportunities and prototype them on the public to test whether the feeling of ‘home’ can be portable. The results were very ambiguous as users struggled to define their status when we observed them. This demonstrates how blurred ‘work’ and ‘home’ have become, should we endorse this integration or segregate the two concepts?
Stressed
Relaxed
Happy
Are they at ‘work’ or at ‘home’?
User Journeys We also done some user testing by asking a sample to record their day and get them to visually document how they feel To understand more about people’s feeling, we asked professionals to send us 3 pictures. Each picture representing one of the following words:
- Stressed - Relaxed - Happy The results were surprising as when we got the users to think about their work status, they could define the triggers and touchpoints more easily; many users for example felt that when they had a break for a cup of coffee they were feeling relaxed and at ‘home’ , while others thought that sitting at a desk signalled that they were in ‘work’ mode. Other visual triggers often included spacial composition; cluttered is associated with ‘work’, clear is associated with ‘home’.
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Identify Opportunities From the insights identified in the field research, which credible opportunities that should be explored further? From our field research, we gathered our insights we identified and discussed as a group which opportunities we should select for further development into a viable brand concepts. Many of the insights, we each identified were similar to others, so we affinitised all the moments we captured and categorised them into four different categories, one for each team member to analyse in
depth and create a product from a design opportunity. I was assigned, “Getting in the Zone�. I approached this by creating user scenarios from my field research which illustrates the triggers for people getting stressed and overwhelmed at work and I explored a range of possible solutions to various problems with focus and attention in the workplace.
Our group’s four opportunities identified were;
Creating personal space without barriers Signalling that you are working Getting in the zone Rewards
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Brand Development Creation of a brand narrative to translate across a family of ‘signature’ products that we each individually design and make From the four opportunities identified, we realised shortly after that without a framework, each topic blends into the other and that we required a design domain to continue developing our brand. I designed a framework that would cover a user’s working day holistically where a prospectful target market would use all of our products throughout their working day. In order to cover the full spectrum, we assigned more broad design opportunities that covered a wide range of possible design outcomes. By doing this we can evaluate which products have most potential:
Our group’s four new design opportunities identified were; Ross - Starting to Work/Stimulating Users to Work/Getting in the Zone Mai - During Work/Signalling/ Motivating Users to Work Amalie - Finishing Work/Blocking Distractions/ Zoning out of Work/ User Sedatives Braden - Rewards/Users Incentives to Work/Employee Satisfaction
We defined more in depth the purpose of our brand by defining what value it will bring to our consumers... Why? The number of people working independently out of the office is increasing. This means that the place of work is no longer a physical place you enter but a mental place. People now have more freedom and ability to choose how and where they work but it also requires a lot of discipline as you easily get distracted or even end up working around the clock never knowing when its time for leisure. What? Hyo aims to provide their users with products that helps them gain structure and concentration in the mental workspace you need. We will help you enter this work state of mind, maintain your concentration, avoid getting distracted and also exit so that you are aware when you are off work. How? As the world changes we aim to create familiarities through an analogue and organic feel within the products to provide the users with a sense of home in their mental workspace. But it requires a lot of discipline, as you easily get disturbed and distracted. Working like this you might loose sight of leisure as you can access your workspace around the clock.
Product Development Creation of a product to accompany our brand to give insight into what the brand does and who it is aimed for.
My product creation took a bit of time to get started due to many conflicting opinions within the group. To make our individual products, we each went away and devised our own products and came back for discussions about our product’s viability in our brand. We discussed as a group many different possibilities for products and we were undecided as a group on many occasions. Everyone’s products did not match when we put them together and the team had each gone off on their on tangent. This was difficult to fully resolve but as a team at this point we were confused as to what we would like to make as products. After many meeting we quickly made products we believe would fit our brand and we would present these products together at an ‘expo’ at the finale of the project. My product consists of a custom desk that uses analogue technology to record your thoughts and ideas, so your mind can be clutter free and more efficient.
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Our Brand Cumulatively, we constructed our brand ‘Hyo’ by giving it a visual identity and DNA from which we can develop products.
Name/Logo
We got inspiration for our name from the Danish word “hygge” for our brand, which at the time conveyed what our brand intentions were going to do but many struggled to pronounce it. We decided on ‘Hyo’, which is derived from “hygge” and “go” (symbolising the portable nature of our products and the products emphasis of action and physical working). Then we created a logo for one of our earlier experiments of paper cutting to create a natural and organic logo.
Brand Values
Throughout this project, we have been reluctant to change the brand values as we expected them to be the foundation from which the brand is built, we have learned that creating a brand is a dynamic process and nothing should remain static. We have emphasised new values that will appeal more towards our intended target market and exert more value.
Analogue Natural
Familiarity Comfort
19 Manifesto
As a group we have made many versions of our brand manifesto, with each iteration we reduce clutter and aim for a clear and concise message that holistically describes who we are as a brand and what we intend to do. We have condensed our original manifesto down by half to convey a more simple and effective statement about our brand
“The office is becoming a place of the past. People are now working in various places, which means that the workspace is now a state of mind. This provides people with freedom and the ability to sculpt the place in which they work the best. On the other hand the border between leisure and work are disappearing and this causes distractions and stress.� Visual Identity
To ensure our brand appears cohesive, we aimed to stick to use of similar materials for creating our products and promotional advertisement. Use of a set semantic visual identity allows us to have a style across our product range that links well together. Our inspiration was inspired by natural materials such as wood grain and pebbles to enhance the natural and analogue nature of our brand and to establish a sense of familiarity and comfort.
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My Product
Once we had established a strong brand narrative, I created a ‘signature’ product to exhibit at the ‘launch’ of the brand
‘Scribe’ desk In this increasingly demanding world we live in, workspaces become less structured as the balance between work and home begin to blur. Hyo helps improve working at home through use of analogue and raw materials that create a sense of comfort and familiarity by conforming against technological advancements and trends. With technology advancing at an exponential rate, our mind simply cannot cope anymore with so much information and data we need to process. Hyo Scribe is a tool to help you record all the small items you write down once but intend to forget tomorrow. The ‘Scribe’ desk helps maintain your mental
workspace by allowing you to de-clutter by using the dynamic paper tabletop as an expansive sketchbook where you can store and recall all your ideas and memos. Hyo ‘Scribe’ encourages use of analogue tools to complete your work and allows you more creative freedom to expand and explore. Our desk is made to last and is solidly build to withstand even the toughest of treatment, the natural materials our products are made from will age elegantly over time and provide consistent performance throughout its lifetime.
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Hyo ‘Scribe’ is designed with the home office in mind. With technology becoming ever more pervasive in our lives. There is a need to escape digital and experience the simplicity and familiarity of the analogue way of working. With omnipresent portable technology, ‘Scribe’ assigns work to a particular area in the home, allowing your to relax when not at your desk. Hyo ‘Scribe’ features an expansive paper tabletop design with storage for all your notes and memos with an easy to use manual mechanism to control the saving and recalling of information and data. These paper rolls are sturdy and can record years worth of ideas and notes; freeing your mind to focus on the more important things in life.
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Branded Products From our brand narrative, we created a family of ‘signature’ products to present at the launch of our brand - ‘Hyo’
‘Scribe’ desk
Are you always forgetting useful ideas? Are you someone who is always losing important information? Hyo ‘Scribe’ is a tool to help you record all the small items you write down once, but intend to forget tomorrow. There are a hundreds of little things that we don’t try to remember; by recording these items on the Scribe desktop, your mental workspace will be relieved and de-cluttered - allowing you to concentrate on the more important things in life.
‘Flow’ bag We live in a world where we cannot define the space in which we work. Hyo ‘Flow’ helps create a sense of space where you can separate your work life, and leisure life. The natural materials help introduce an idea of origin that stimulates the working mind. The ability to set up and take away your workspace, whenever, wherever you are gives you freedom. This freedom of work space provides you with a platform from which you can build a structure to you day
23 ‘Activate’ stool
Are you fidgeting while working? Are you clicking your pen? Hyo ‘Activate’ is a stool designed to activate your body when you are seated. As the stool is slightly out of balance it requires you to activate your core and leg muscles. When your body is active it allows you to focus better as you don’t get distracted by your desire to move. The small tension and movement you feel when you sit on the Hyo ‘Activate’ helps you stay focused while working.
‘Notify’ clock
People will work more independently in the future and it will be more common to work collaboratively - even when distance, time zones and user routines are different. When working in a group, it is important to know other colleagues’ status to gauge your productivity but this can also make you distracted and anxious. Hyo ‘Notify’ shows other people’s status of work via rotation speed of the ‘notificator’s’ hand, to make you feel more familiar even from a distance.
‘Family’ of Products I believe the Hyo range of ‘signature’ products work well together and are semantically similar to suggest cohesiveness when placed together. However, these products function very differently and lack a consistent structure. For example; all the products except the Hyo ‘Notify’ do not use electricity. This was supposed to be a brand feature but now a product features electricity, we can’t claim our brand is electricity free. Also, the Hyo ‘Flow’ was designed for a laptop in mind,
while our brand originally was to entice users to work manually and be less reliant on technology. Although those products do not quite confide to the manifesto, the Hyo ‘Scribe’ and ‘Activator’ fit well within the brand and the products are also reliant on each other to experience full benefits. When presenting Hyo, I will classify the user journey of a prospective consumer to use or brand on a broad scale rather than just the home.
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Preparation After we created our brand and family of ‘signature’ products, we were to set up an exhibition to ‘launch’ our brand and products. In order to do this, we need to create a promotional poster and leaflets to help ‘sell’ our brand.
Leaflets To help ‘sell’ our family of products at the exhibition, we made some leaflets to individually communicate the uniqueness of each product but kept the leaflets coherent through use of a similar graphic layout and style. These leaflets aim to demonstrate the value of each product proposal through a user journey annotated on each of the leaflets to appeal to our intended market. Through the graphic elements and tactile paper choice, we communicated the natural feeling of our brand, which users can feel when they interact with the leaflet and products.
The office is becoming a place of the past.
Poster In addition to the individual leaflets, we choose to create a printed promotional backdrop for our exhibition which clearly demonstrates the name, visual identity, values and context in which our brand operates. To emphasise the simplicity of our brand, we choose to omit much clutter from the poster and use the bare elements of the brand to communicate our message. The backdrop contrasts beautifully with the light wooden nature of our products and the dark wood grain is also used in the leaflets for coherency and structure to our exhibition.
We need to take a step back and look at our origins in order to move forward in this increasingly demanding world we live in. hyo helps you find your mental workspace by providing you with the analog tools to naturally sculpt the place in which you work.
27 Exhibition Set-Up We will present out final outcome in the form of an exhibition at the end of the project. This was our first time setting up an external exhibition. We wanted to treat the space like an ‘expo’ from which users can look into the future of home design and innovation. We exhibited out work alongside the eight other competing brands and we each will have our chance to make a presentation to persuade an audience to invest in their products/brand.
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Exhibition
For the finale of the project, we set up an ‘expo’ in which we focus on the ‘point of sale’ to which we will be pitching to potential consumers of our products. For the cumulative of this project, we were to set up an exhibition that features our brand and family of ‘signature’ products. Prior to the exhibition, we are to give a stand alone presentation about the outcome of my project as a ‘point of sale’ pitch for an imaginary ‘expo’ which focuses on how well we can articulate the value of our brand proposition. To convey our message to the audience, we focused on our ‘point of sale’ (POS) and how we could convey and perform this during the expo. Visually, as a group we all dressed in work attire with shirts but wore casual jeans and loose ties to convey the less serious and corporate nature of our brand. This relaxed approach to our dress sense also carried onto our verbal pitch, we wanted to keep our pitch very short and snappy as the brand ‘Hyo’ endorses quality over quantity and not over exerting yourself. We practised our pitch prior to the set up. During the ‘expo’, we presented our brands to our classmates and tutors alongside some students in other year groups who came along too. Originally, I was rather nervous but plucked up some courage when it came to my groups turn to present. We introduced ourselves, the brand and individually gave
Brand X Exhibition 2015 Barras Art and Design Centre Sat 31st Oct - Sun 1st Nov 10am-4pm
a synopsis and demonstration of our products. We aimed to finish with a very slick finale of me rolling a large printed ‘Hyo’ logo from my ‘Scribe’ desk, unfortunately one of the handles fell off during the presentation; this was very embarrassing, especially considering they have never feel off before! With regards to our presentation, we received some positive feedback. In particular, from most of the questions and feedback we received, my model seemed to gain the most interest and attention. Much of the feedback we got as a group was about the lack of technology within a soon to be technologically advanced world, we received lots of feedback regarding how we could integrate technology into our products and still maintain our natural feel and aesthetic. Overall, the presentations went well and was the result of a lot of hard work and team effort. This is our first exhibition that will be open to the public, I believe we should have thought about external advertisement and marketing a lot more than we should have, although the Barras was teaming with punters for the weekend stall sales, we didn’t receive many visitors at all, this was disappointing consider the amount of effort we all put into making it.
Reflection
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Looking back on how well I performed during this project and what I have learnt from the process and outcome As with all group projects the main difficulty is finding effective avenues of communication that lead to a strong team dynamic. This was especially important this project because we had two exchange students in our project, one of which was not a native English speaker. One of the exchange students was from Japan and initially really struggled to understand group conversions and the project process, as we were in a team, I devoted my time to ensure she was understood what was happening and bridge our communication gaps. However my main issue was working with an exchange student from Denmark, who throughout the project, was very bossy and stubborn about what directions we should follow for the project. We constantly knocked heads on opinion and direction. This was put down to cultural differences, but we disagreed on a lot more. From the very start, we have both been very stubborn on our ideas and direction for the brand, as our ideas are polar opposites to each other, we struggled to make common ground and there was many battles to be hard. For the sake of this project however, I did back down for the team to progress and allowed her to have her way. Although frustrating at times to hold my tongue, I did this as the group progression was at stake, the main aim of this project was to create a cohesive and consistent brand and that can only be achieved through good communication and inter-relationships with your team. I feel I did learn to be more restrained within group work due to being overpowered by another group member, this was a positive attribute as by backing down, I did what was best for the team. On the day of the exhibition, it was a little chaotic getting all our models down to the exhibition space at the Barras Art And Design centre (BAAD). My model was rather large and bulky to manoeuvre, I did not consider long distance transportation when I was making my model. Luckily though we managed to get it there in one piece. Once we got there, we realised how small the space was in situ. We managed to get a nice spot to set up our brand products and promotional advertisement. As a class this was our first outhouse exhibition from GSA, normally we get to
set up in advance of a deadline to ensure everything is up in time but we all got stuck in to ensure the exhibition was ready for the deadline. Our exhibition set up was rather simple in style and appearance, this sits in line with our brand identity as ‘Hyo’ aims to free you from clutter and distraction. We helped others out who had more elaborate displays and helped prepare finishing touches for the exhibition later in the day. Even more better was the verbal feedback from the exhibition were many of the audience seemed to agree that technology should be integrated into ‘working’ in the future. That being said, although I was stubborn myself at the start of the project, I did warm to designing and making an all natural product with no electricity. I felt this was a great outcome and it seemed to be popular during the presentation discussion which means the concept is interesting and if that was a real ‘expo’ then I would of been very successful. Aside from team dynamics, I felt that I learnt a great deal in both this area of group work and in brand building generally. From lots of disagreement in our group, we were lagging behind and was rushing our models at the end. That being said this project did lead to a outcome that I was really happy with. Our brand showed real potential for a future market and our products features some real innovative ideas and concepts. In this increasingly demanding world we live in, workspaces become less structured as the balance between work and home begin to blur. Hyo helps improve working at home through use of analogue and raw materials that create a sense of comfort and familiarity by conforming against technological advancements and trends. As a class, I feel we have learned so much from setting up our first outhouse exhibition. It was an interesting experience to set up our work outside of GSA and especially for public eyes. I feel our exhibition space was presented very well but it was unfortunate that we didn’t have many visitors to our first exhibition. I would very much like to work with Brand again, we have a lot more control and flexibility to create something very innovative and unique when you develop the brand from the ground up, unlike in some previous ‘live’ projects.