Process book Red Backpack

THE RED BACKPACK Process book

Chapter 1 _ Introduction _ 1/2

RB red backpack

Nandita Rajan GR620 // Visual Thinking Academy of Art University Fall 2015 Instructor // David Hake

AND THEN I REALIZED ADVENTURES ARE THE BEST WAY TO LEARN. THE RED BACKPACK

GR_620_Visual Thinking

CONTENTS

1 2 3 4

TOPIC DEVELOPMENT BRAND DEVELOPMENT VISUAL SYSTEM DELIVERABLES

Chapter 1 _ Introduction _ 1/2

TOPIC DEVELOPMENT 1.1 // Topic Investigation 1.2 // Top 4 Shortlisted topic

Topic Investigation

The Process of starting this project began with writing down different idea in a sketch book.

I wrote down 10 things that I like and 10 things I hate and 5 things I find mysterious. I also wrote down the 1o problems that can be solved, 10 problems that cant be solved and problems that can be solved with better communication. After this I shortlisted 15 passionate topics from which I chose 4 Topics for further investigation. The 15 passionate topics I shortlisted are listed below and the 4 topics that I chose for further investigation is highlighted - Dance - Get Fit - Shoes - Alcohol Mixers - Materialism - Corruption - Gay rights - Growing up too soon - Student Loan - Traveling Cheap - Need for Vaccination - Racism - Cultural Education - Corruption - Disabilities Studies

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Chapter 1 _ Topic Development _ 8/9

Top 4 Shortlisted Topic

DANCE THERAPY

GET FIT

Dance/movement therapy, usually referred to simply

Get Fit would launch as a campaign to help men and

as dance therapy, is a type of therapy that uses

women lead a healthier life and lose weight effectively.

movement to help individuals achieve emotional,

So many magazines and websites promote unhealthy

cognitive, physical, and social integration. Beneficial

weight loss and I hope to change that unhealthy body

for both physical and mental health, dance therapy

image.

can be used for stress reduction, disease prevention, and mood management. Dance/movement therapy can be used with all populations and with individuals, couples, families, or groups. In general, dance therapy promotes self-awareness, self-esteem, and a safe space for the expression of feelings.

I propose to bring awareness of dance movement

I propose to host events to educate them on leading a healthier life and change their unhealthy habits. I want them to be able to access this information easily and reach them faster and more effectively. The events would also have workout methods and workout workshops that will help them diet carefully and follow a workout regime.

therapy involving them in day to day activities of young adults and hosting events to bring awareness to family members to include their children in such activities.

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CULTURAL EDUCATION

STUDENT TRAVELLING

Cultural education will promote people to be able

Being a student I’m always on a budget even

to understand the culture of various countries.

though I love traveling its really hard to travel on a

This would help resolve the cultural stigmas and

budget these days. The cost always adds up. Being an

stereotypes that surround certain cultures. I’ve seen

international student here I travel alone and would

many times how you can easily offend someone with a

love some company from time to time.

stereotype about their culture.

I propose to start a company to allow students to

I propose to make an exciting visual campaign to allow

travel easily and make better use of their money. It will

people to explore other cultures and help understand

facilitate group trips and allow you to meet students

them. There would be interactive sessions and events

across the country. It will be educational and fun which

to get to know various other cultures and indulge in

will be a perfect blend for students to enjoy their trip.

them.

Chapter 1 _ Topic Development _ 10/11

BRAND DEVELOPMENT 2.1 // Topic Research 2.2 // Creative Brief 2.3 // Persona 2.4 // Brand Competition THE RED BACKPACK

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Chapter 1 _ Introduction _ 1/2

Topic Research

As I started to look into the topic I realized how not many hotels or airlines offer a student discount which is so unfortunate. There are many organizations that are supposed to help students who love traveling but they don’t seem to be effective. My aim was to establish a brand that would be able to cater to the needs of the students and travel as much as they can and connect with people around the country. Being a student I’ve noticed how hard it ts to travel on a budget and I would love if there was an easier way to travel without it being too hard on the wallet, and here comes Red Backpack a student travel organization that helps students to travel on a budget.

“I’m going on an Adventure!” – Bilbo Baggins, The Hobbit: An Unexpected Journey The one thing that we young adults always look for as soon as we start growing up is Adventure! We all want to leave our homes, see new places, experience new cultures and feel the world around us. Being students ourselves, we understand the thrill and exhilaration that comes with exploring new countries and cities, but we also understand the cost and other factors which discourage a lot of people from travelling. Which is why we at Red Backpack, have made it our mission to help our fellow students plan their vacations, and help them to discover new places while minimizing the cost and effort. Travelling in groups reduces costs, while at the same time it can help us make new friends and connect with other students from different backgrounds. We help students from across the country who have the same destination in mind, to get in contact with each other, and make travel plans. We strive to get the best deals exclusively for students, right from discounted flight tickets to lower cost of accommodation. We help to fit the trip within the student’s budget, while ensuring a great travel experience. At Red Backpack, we also help you plan an optimal route, ensuring you explore as much as possible in minimum time and with minimum cost. After all we are only young once, so we want to make sure we take care of planning the details, while letting the students focus on their dreams of discovery and exploration.

THE RED BACKPACK

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Chapter 1 _ Brand Development _ 14/15

Creative Brief

BRAND NAME: The Red Backpack LOCATION: San Francisco

KEYWORDS: Students Fun

BACKGROUND: Students love traveling

Adventure

to experience different cultures and its not

Vacation

always the cheapest. Its hard to find good trav-

Backpacking

eling options or good company to travel with

Culture

AUDIENCE: Students from the age of 16.

Communication Thrill

OUTCOME: Allow students to travel at

Dream

affordable rates, meet new students and share

Discover

common interests.

Escape

SINGLE MINDED PROPOSITION: Adventures are the best way to learn.

Road Explore

We travel not to escape life but for life to not

DELIVERABLES:

escape us.

-Book series

To Travel is to Live.

-Website

Lets go on an adventure.

To allow students to sign up and start their

Explore, Dream and Discover.

journey, to allow them to communicate with

You only live once.

other student travelers -Phone Application Easier for students to use on the go -Branding Guide To allow more students to join and support the organization.

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Persona

NAME: Ryan AGE: 29 PROFESSION: PhD student Ryan is overworked at school and never seems to get time for himself. He hasn’t been able to save enough money to travel and relax as he is paying off his student loan. He loves collecting small mementos of the fun things he does in life. Ryan may be stressed with studying but he is socially active and loves meting new people. Being stuck inside studying all the time he misses the outdoors and hiking especially. He likes writing in his spare time and manges to keep a journal.

He loves collecting postcards and has his own shot glass collection consisting of the 30 places hes traveled to.

Chapter 1 _ Brand Development _ 16/17

Personas Persona

NAME: Maria AGE: 27 PROFESSION: Graduate Student Maria is an excellent athlete and is currently earning her masters in sports. She loves the outdoors and enjoys getting some fresh air. She’s loves extreme sports and her adrenaline rush. Her strict routine keeps her occupied and doesn’t leave much space for spontaneous activities. Her training requires her to be on a strict diet and even though she’s a health buff Maria loves her cheat meals and junk food. She’s such a foodie and enjoys trying out different cuisines. Every cheat meal she has she makes sure she experiments and her life goal is to travel to every part off the world on a food trip.

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NAME: Krishna AGE: 23 PROFESSION: Under Graduate student Krishnan a Tech savvy Indian boy followed his dreams to the city where he knew all the technology magic was happening, The silicon Valley. He was so excited to be in the city of his dreams but found it hard to find his place is class. He was always a quiet and shy student and was socially awkward. He wanted to be able to mingle and make friends. Being quiet he found himself often looking at people and studying them this developed his love for street photography. He loves taking images of people to shoot their story and express their emotions.

His photography was a way to express his emotions.

Chapter 1 _ Brand Development _ 18/19

Brand Competition

THE RED BACKPACK

Nine years ago, EF College Break was created to bring

STA Travel has more than 35 years of experience as the

college travel to the EF world—the perfect alternative to

youth travel expert enabling students and young adults

backpacking through Europe. Our goal is to get college

to explore the world by creating experiences filled with

students to travel at the most affordable price possible.

adventure, discovery and personal growth. We offer a

We have travel dates that fit college students’ busy

unique range of products with exclusive discounts on

schedules and the perfect balance of group activities

airfare, accommodations, tours, rail passes and more.

and free time. Every year on our college trips, thousands

Globally, we are present in 60 countries with 200 retail

of students see new places, make new friends, and get a

locations, sending more than 6 million travelers away

whole new perspective on the world.

each year.

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KILROY is a company specialized in offering prod-

SYTA is the non-profit, professional trade association

ucts and services tailor made for youth and students.

that promotes student & youth travel and seeks to foster

We help students and young people EXPLORE LIFE.

integrity and professionalism among student and youth

Whether it comes to travel the world or education

travel service providers. SYTA is “The Voice of Student

abroad our goal is to fulfill your dreams. KILROY

and Youth Travel. SYTA is a dynamic partnership of

Foundation is a non-profit organization set up in 2013

dedicated professionals passionate in promoting and

to improve education opportunities throughout the

providing travel experiences for student and youth

world. The foundation does this through aid projects

which enhance their social cultural, and educational

related to education as well as handing out student

growth.

grants in the Nordics, Netherlands and Belgium.

Chapter 1 _ Brand Development _ 20/21

VISUAL SYSTEM 3.1 // Moodboard 3.2 // Keyword 3.3 // Brand Name 3.4 // Logo Development 3.5 // Final Logo 3.6 // Typeface 3.7 // Color Palette

Moodboard

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Keywords

KEYWORDS

1. ESCAPE The Purpose of this brand is to allow students to travel and escape stress and take a break to explore culture and have some fun

2. CULTURE It is very important to immerse yourself in culture and be inspired. Getting out and exploring different cities and being around new people is an amazing experience to be a part of.

3. EXPLORE Working endlessly for college is important but traveling is to, it helps find yourself and also gives you a break. Sometimes traveling is the best break you can take and rejuvenate.

TONE The tone of the brand would be bright and inviting appealing to young adults, to make travel more approachable and fun. The idea of traveling is to make it more approachable and fun. The colours I chose to make it bright and vibrate and appealing.

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Brand Name

NAME Choosing the name for my brand was extremely hard and it look a while to pick one.

DESCRIPTIVE Wandering Trek Navigation Movement Excursion Backpacking Wayfaring Touring Expedition Tour Sightseeing Ride Trip Cruising Hop Globe trotting Direction Arrived Way Roundabout Departure Knapsack Leisure Depart Flight Keepsake Exploring Guide Pavement Find Take off Boot Spot

THE RED BACKPACK

Locate Uncover Unearth Invent Devise Contrive Keepsake Exploring Guide Visit Baggage Highway Carry-on Currency Passport Embark Explore Photographs Guide Hiatus Journey Itinerary Passage Recreation Postcard Relax Scenery Souvenir Voyage Vacation Visit Unpack Transport

Budding New Youthful Adolescent Blooming Blossoming Crude Developing Growing Junior Juvenile mordern Punk Recent Tender Childish Childlike Early Fresh Newish Pubescent Undeveloped Pupil Novice Observer Skill Disciple Docent Learner Scholar

NAMES Dérive/Drift off Discover Cultures Travel Bug Travel Pavements Chasing Pavement Miles Away Travel - gasm Travel Buff Pop the Passport Dash Chase Chasing Life Scholarly Travels Pick your spot Thats my Spot Scholastic Universe Boot It Wanderer Green Passport Red Backpack Stripped Passport Trek America Binge Traveling American Odyssey New Directions Adven/sure Whimsical Voyager Check in Yellow submarine American-Get -A-Way Ride a Bull Wanderlust Carpe diem

Route Planner Escape Weekenders GO fish. Go travel Eat.Travel.Love Young.Travel.

Love Buy a ticket, never returm.

Wanderinghomies Gone travelling Off the face NEWT (New Entertaining work and travel) Runaway student Monkey business Out of the world student break breakthetension Breakthrough Break free Breakingfree Infinity Globetrotter Wingspan Térra(Earth) Téllus(Earth) Zoom City Dash Smash Bolt Up in the air Unchartered Caravan Wonder-lust

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Logo Development

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R D BACKPACK RED BACKPAC Red backpac R D BACKPACK R D BACKPACK R d Backpack THE RED BACKPACK

symbol of independence, freedom (African Symbol) From the expression: Fawodhodie ene obre na enam. Literal translation: Independence comes with its responsibilities.

Wolf-Celtic Knot of Free Spirit- Native American Wolf Spirit Totem GR_620_Visual Thinking

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Chapter 1 _ Introduction _ 1/2

Final Logo

The Red Backpack logo uses the Font serifa a sturdy Slab Serif that worked really well.

The bright pink is used for the logo reinforcing the Red BackpackNo other competitive design element can be positioned within this space. We must always ensure that the logo is recognizable and readable. It is best to reinforce the brand colors whenever possible, Readability should never be compromised. At any point when the bright pink cannot be used for the logo, then any other color from the brand can be used without having legibility or readability issues. For most applications the logo should be used in full color on a light background. The logo could be used just as in or with a text block mentioning red backpack. The text color must always match the logo color.

RB RB RB RB RB red backpack

GRADUATE STUDENTS FIND IT HARDER TO SOCIALIZE WITH WORKLOAD Chapter 1 _ Introduction _ 1/2

Typeface

The typeface we used for the company’s branding is very important as it ties the visual system. We use a combination of Verlag and Archer, we chose Verlag as this sans serif developed into its own family of versatile typefaces in order to suit the needs of a modern identity program. From the rationalist geometric designs of the Bauhaus school, such as Futura (1927) and Erbar (1929), Verlag gets its crispness and its meticulous planning. Sweet but not saccharine, earnest but not grave, Archer is designed to hit just the right notes of forthrightness, credibility, and charm and pairs perfectly with Verlag. Archer is easy to work with, and inviting to read.

Verlag ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890

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THE RED BACKPACK

ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890

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GR_620_Visual Thinking

ARCHER ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890

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HOW CAN BROKE STUDENTS TRAVEL THROUGH VARIOUS CULTURES? THE RED BACKPACK

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Color palette

The color palette we use is tranquil, grounded and young. The pink bright color is energetic and will appeal to a younger audience. The teal is a soothing color that it presents as a friendly and happy color enjoying life. It radiates the peace, calm and tranquility of blue and the balance and growth of green with the uplifting energy of yellow. The Deep Sherpa blue is to promote communication, honestly, peace and calm. The off white symbolizes new beginning as we launch this company.

APPLICATION & DELIVERABLES 4.1 // Poster Series 4.2 // Booklet Series 4.3 // Website 4.4 // Branding book 4.5 // Phone App

Poster

The Poster series is intended to look like a luggage tag and played off those elements. They are meant to intrigue the students to take a second look at them.

The primary intention of my poster was to communicate the various places that the red backpack plans with. The poster plays off the luggage tag and the color palette brings together the system.

THE RED BACKPACK

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RB

DEN

red backpack

LET YOUR JOURNEY BEGIN WITH US

RED BACKPACK.COM Chapter 1 _ Introduction _ 1/2

THE RED BACKPACK

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Booklet Series

The booklet series was meant to be send out to the students who enroll with us, every time they sign up for an adventure with us they will receive a booklet about the place which will come in handy. The booklet would compromise of places to visit, things to do and amazing food and drinks there. The booklet would be an easy way to navigate throughout the city and easy to carry. The shape of the booklet is the same as the tag to carry forth the system

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Rocky Mountains

The Rocky Mountain National Park

THE RED BACKPACK

Rocky Mountain National Park is a

Rocky Mountain National Park is

You must have a backcountry permit

national park located in the Front

a high elevation park. If you live

to camp overnight in the backcoun-

Range of the Rocky Mountains, in

at sea level, it will take you several

try of Rocky Mountain National

the north-central region of the U.S.

days to become acclimated to this

Park. You can pick one up at the

state of Colorado. It features majes-

elevation. Most trails begin above

Headquarters Backcountry Office

tic mountain views, mountain lakes,

7,000 feet (2,000 meters) and climb

(beside the Beaver Meadows Visitor

a variety of wildlife, varied climates

abruptly higher. If you are not accli-

Center on Highway 36 west of Estes

and environments—from wooded

mated, you can get high altitude

Park, CO) or at the Kawuneeche

forests to mountain tundra—and

sickness. Rangers recommend that

Visitor Center (Highway 34, north of

easy access to back-country trails

you spend at least one night at 7,000

Grand Lake, CO).

and campsites. The park is located

or 8,000 feet (2,000 or 2,500 meters)

northwest of Boulder, Colorado, and

prior to setting out. This will allow

includes the Continental Divide and

your body to begin to adjust to the

headwaters of the Colorado River.

elevation of the mountains.

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Operating Hours & Seasons

Rocky Mountain National Park is

-Keep in mind that during the fall,

open 24 hours a day, 365 days a

winter, and spring, conditions can

year.

change quickly in the mountains.

-Summer and fall are the busiest

Check the weather forecast when

seasons in the park. Parking lots

planning your visit.

can be full and roads congested.

-Park visitor center hours also vary

Arriving early or coming into the

with the season.

park in the late afternoon can help.

-Be sure to check the status of

-During the summer and fall free

park roads, as some roads close

park shuttle buses operate to help

seasonally during the winter.

you get around the Bear Lake Road.

-If you are planning to camp overnight in the park, you must be in one of the designated campgrounds or a backcountry campsite.

Camping reservations are strongly recommended during the summer and fall.

Starting October 1, 2015, Rocky Mountain National Park increased entrance fees in order to fund important maintenance and improvement projects within the park. Because of Rocky’s proximity to the populated Colorado Front Range, the park will be adding a single day pass to the existing option of fees. This “Day Use Pass” will be $20 while the weekly pass will increase to $30 for those

Fee Free Days in 2015:

January 19: Martin Luther King Jr. Day February 14 - 16: Presidents’ Day weekend

visitors who intend to enjoy the

April 18 - 19: National Park

park for multiple days. The annual

Week’s opening weekend

park pass will increase to $50 and eventually increase to $60 by 2017.

Campground fees will increase to $18 a night for winter rates and $26 a night for summer rates.

August 25: National Park Service’s Birthday September 26: National Public Lands Day November 11: Veterans Day

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Statue of Liberty A stirring symbol of freedom, the

Places To Visit

Statue of Liberty has been a beacon in New York Harbor since 1886.

A gift from the people of France, the Statue was designed by Frédéric Auguste Bartholdi and built by

Empire State Building No visit to New York City would be complete without a stop at this

Gustave Eiffel. Free National Park Service tours fill in the details about the copper-sheeted masterpiece.

American Museum of Natural History At the American Museum of

masterpiece of Art Deco design, and

Natural History, more than 32

the most famous office building in

million specimens and cultural

the world. The 80th floor is home to

artifacts await exploration. Catch

the Dare to Dream exhibit, featuring

a show in the Hayden Planetarium

original documents, sketches,

and explore the rest of the Rose

reproduction photos that capture

Center for Earth and Space to learn

the building’s history.

more about the 13-billion-year history of the universe.

9/11 Memorial sitting in the footprints of the Twin

Top of the Rock Observation Deck & Rockefeller Center

Towers that are each nearly an

With three floors of indoor and

Visit the twin reflecting pools

acre in size. Take time to wander

outdoor observation decks you’ll

around the 110,000-square feet of

have great views of many of New

exhibition space in the museum.

York’s sights, especially if you use

Some large artifacts include the “Survivor’s Stairs” and help tell the story of what happened on that day.

the sightseeing binoculars. On the

The Metropolitan Museum of Art Known simply as the MET, This museum offers an unparalleled view

67th floor you can see the Radiance Wall, a wall of glass panels, blown glass, crystal clusters, and the fiber-optic lighting by Swarovski.

of the world, all under one roof.

Enjoy its wide-ranging collection including Greek and Roman art, European and Asian paintings and sculptures, artifacts from Africa and the Americas.

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Central Park Offering a welcome respite from the hustle and bustle of the city streets that surround it on all sides, the park is a refreshing year-round sanctuary. Central Park has been featured in 300

Intrepid Sea, Air & Space Museum

different films.

Times Square Located in Midtown Manhattan

See more than two dozen

at the intersection of Broadway

restored aircraft, including the

and Seventh Avenue, Times

world’s fastest military jet and

Square has often been referred

spy plane - the A-12 Blackbird.

to as The Crossroads of the

In the Space Shuttle Pavilion

World. Full of bright lights and

you can get an inside look at the

billboards, it also serves as the

space shuttle Enterprise, the

hub of the Theater District.

Places to Drink

prototype NASA shuttle.

1.Death & Company-They

3.Sake Bar Decibel-This sake

make the best martinis ever—so

bar in a basement serves hundreds

bar with good drink specials and

smooth, it’s like drinking water.

of different kinds of sake (and

darts. It’s a great, laid-back bar to

If you’re looking for high-quality

some basic Japanese appetizers).

go to with friends for after-work

cocktails, there’s no other place

It’s tiny, cozy, and a little too warm.

drinks. Watch out for game nights

to visit.

240 E 9th St

as the place gets packed, though

433 E 6th St

New York, NY 10003.

once the game is over, people leave

4.The Back Room- Located

pretty quickly .

New York, NY 10009.

2.The Gin Palace-Located

down an alley and, literally,

5.Triona’s on Third-A sports

192 3rd Ave New York, NY 10003.

down the street from Death & Co,

through a back entrance, this

you tend to spend time here while

Prohibition-style bar features

you wait to get into there. They

drinks served in teacups in a

is your typical college bar with

have a dozen types of gin and

library-style room. It’s a popular

dollar beer on Tuesday nights. If you want to get drunk on cheap

6.The Thirteenth Step-This

tonic mixes, and they’re able to

late-night spot on the weekends.

whip up some interesting twists

102 Norfolk St

beer, this is the place to do it.

on the traditional drink and they

New York, NY 10002.

Dollar beers are a rarity here in NYC.

sometimes have bands playing.

149 2nd Ave

95 Ave A

New York, NY 10003.

New York, NY 10009.

Chapter 1 _ Visual System _ 44/45

Website

The website function would help the students enroll with us and share their experience. The website will feature the plans and packages offered by the company and allow you to book tickets and enroll with us. The Website will also feature stories shared by other members and reviews and images to help each other get a better understanding of the place and what it has to offer.

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Chapter 1 _ Introduction _ 1/2

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Phone App

The phone application was inteneted for the members to use when they arrive at the location. It would quickly help navigate through whats nice around the area and also have reviews from other members. The app would be helpfull to them as they use their phone on the go and it could quickly help them with places to visit .The app also allows you to manage your profile and make it personal with images and you can add people and talk to them before you visit a certain place.

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Branding Guide

The branding guide was done to encourage the students to join us in an attempt to make traveling easier and more fun. The brand guide allows us to establish the visual system and help others undertsnad our visual sytem. It helps us establish the brand and convey it to various others as the brand is new and looking for more investment / help. The brand guide is a quick run about the things you need to know about the brand.

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Chapter 1 _ Introduction _ 1/2