Poseidon Project PROCESS

POSEIDON PROJECT

PROCESS

Rajesh Punjabi ID_03812304 GR620_Visual Thinking Summer_ 2013 Instructor_Hunter Wimmer

POSEIDON PROJECT

PROCESS

Contents

INTRODUCTION

06

BRANDING

14

CREATIVE BRIEF

30

DELIVERABLES

40

SUMMARY

86

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3.5 BILLION PEOPLE WILL NOT HAVE ENOUGH FRESH DRINKING WATER BY 2025.

—THE WORLD BANK

GLOBAL CONSUMPTION OF WATER IS DOUBLING EVERY 20 YEARS, MORE THAN TWICE THE RATE OF HUMAN POPULATION GROWTH...IF CURRENT TRENDS PERSIST, BY 2025 THE DEMAND FOR FRESH WATER I S EXPECTED TO RISE TO 56% ABOVE THE AMOUNT THAT IS CURRENTLY AVAILABLE. —MAUDE BARLOW AUTHOR OF “BLUE GOLD,” AND “BLUE COVENANT.”

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INTRODUCTION 7

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Brainstorming. 50 things I like/dislike. 25 motivations

Introduction

BRAINSTORM AND TOP 5 TOPICS

This project began with an exploration of several different topics by creating lists such as the things I like, things I do not like, problems I would like to see solved and what I was generally interested in. I was able to narrowed these lists down into five topics that I would investigate further for potential projects.

After reviewing those topics, I chose to pursue a project that deals with the global water crisis. Most people do not realize how serious this issue is and take the availability of water for granted. During my undergrad I studied Civil Engineering and led a volunteer group to design and build water systems in rural Honduras and Uganda. I saw first-hand what it is like to live without access to water. If we do not start taking the necessary steps now, then we may have a similar situation in the United States.

GLOBAL WATER CRISIS

MEDICATING

Over a billion people lack access to clean water today. As a result millions are dying from water-borne diseases and improper sanitation. Our population continues to rise and with it, demand for water. However, only 1% of the world’s water is fresh water suitable for drinking.

Medication has become a crutch of the modern lifestyle. With the pharmaceutical companies promoting all of their products through advertising and licensed medical professionals, the average American now fills 12 prescriptions a year. Instead of treating the root causes of stress, depression, energy levels, or weight, pills are the easiest “solution.”

I would like to provide a better understanding of how to use water in the developing world but also in developed countries.

We need to start conserving water before we run out of potable water. I can provide people with simple steps to help them use less water with very little effort.

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I want to explore ways of replacing pills with activities and encourage people to seek out more natural solutions such as lifestyle adjustments.

MOTIVATIONS/PA SSIONS (25) N AT URE LE A RNING DE SIGN CRE ATING THINGS V IDEO GA ME S COMIC S MOV IE S VOLUNTEERING MUSIC

BRINGING PEOPLE TOGE THER A R T/DR AW ING TENNIS FOOTBA LL CA R S

BIK ING MEE TING NE W PEOPLE FOOD TR AV EL TECHNOLOGY

TRY NE W THINGS

PHILOSOPH Y A ND P S YCHOLOGY

BEING OU TDOOR S

HELPING OTHER S

HIK ING

CONTINUING TO IMPROV E

GUN CONTROL

DEFORESTATION

Recent school shootings seemed like a rare and tragic event.

Although it remains tragic, school violence has continued to rise. The advancements in 3D printing technology and the currently available “printable” gun designs raise the threat levels further.

Deforestation has been an underlying cause for both global warming and endangering species. The proper techniques for maintaining land have been replaced by slash and burn.

Proper gun control begins at home and I would like to explore ways that to keep guns out of the reach of minors with a focus on the coming years as guns will become more readily available in the near future.

Proper awareness of alternative techniques can protect our forests and promote more growth for lumber industries in the long term. I would like to spread awareness and ways of introducing alternative practices.

DESIGN FOR THE OTHER 90% Only 10% of the world’s population live in first-world, developed countries. The other 90% live in developing countries plagued with poverty, lack of water, and a lack of proper education.

I would like to find ways to encourage more people to focus on designing to push these countries forward. Then we would have more people to help us tackle many of the worlds other problems. Perhaps one of our most valuable resources that is yet untapped is the potential of these people.

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Introduction

TOPIC After I choose the topic of the global water crisis I had a more focused brainstorming session where I thought about the situation in terms of two different scopes. The first was to think of the topic based on the factors that contributed or mitigated the water situation, and the second considered urban environments as opposed to rural. I created a brainstorming wall and organized the results into a chart. Upon analyzing the different aspects that arose, I derived three possible approaches towards a solution by developing theories and questions and speculations.

I decided to go forward with the idea of encouraging simple steps. Organizations that work towards such causes often push for major solutions however, often find that results are only seen in the form of small commitments. By primarily promoting small efforts, the idea becomes less overwhelming and would have a mass appeal.

SIMPLE STEPS

MAKING THE CONNECTION

Is it the size of the commitment or the responsibility that comes with supporting a cause that makes it difficult for people to help with little adjustments?

Would people be more willing to take action if there is a more direct connection between their future and the future of their water supply?

Small adjustments can help us conserve our water supply and have little to no effect in our daily lives. The approach would encourage our already common “distractions” with tips about methods for conserving water. For example, a playlist of songs which encourages us to listen to music with notifications that guide us to taking shorter showers.

It is easy for people to remain indifferent to a cause without some sense of concrete connection. The data and trends are there but it has not been presented in a way that makes people see who it effects them. Presenting facts about conditions in other countries is easy to ignore. The goal would be to relate this data to home, for example, how much of the world’s supply will be available to your kids with current rates of depletion and over population? What steps can you take today to ensure your family’s supply.

FILTR ATION DRIVES Is there a way for us to either donate our old filters or items that could be used to create filters?

Simple filters can be created from plastic, clay, and glass components among others. If a special container was available to donate items that could be used to product cheap filtration or rainwater harvesting systems, people may be willing to donate these materials similar to the more common food or clothing drives.

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BRANDING 15

Branding

PERSONAS Before addressing the actual look of the brand, I began to develop three types of people that would be interested and who I would have to appeal to. I approached this by thinking about the ideal type of audience along with people who care about the environment but are not taking any steps towards conservation. I created three archetypal personas to create a better understanding of my audience.

Persona cards: front

Persona cards: back

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THE ETHICAL FARMER A farmer uses a great deal of water, but it is also necessary in the agriculture and livestock industries. This person is concerned about the water situation but feels forced to use large amounts.

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THE ECO-GERMAPHOBE This type of personality uses a large amount of water each day for cleaning and personal hygiene. Cleanliness is valued over conservation, but only environmentally friendly products are acceptable because of the contamination effects of other chemical based products.

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THE INFORMED ACTIVIST This represents the ideal person that would be interested in a brand focused on the global water crisis. A person who is aware of the current water situation, probably putting in some effort towards conser vation, and likely spreading awareness on some level.

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Branding

VISUAL IDENTITY Every brand needs a logo, a symbol of what it represents, but first I needed a name. I wanted to emphasize how precious water is, while also providing some insight as towards the actual purpose of the brand. I found my inspiration in mythology. In ancient Greece, water was considered the sacred domain of Poseidon, the god of the seas. He is also a very recognizable figure through history, so I proceeded by naming the brand, Poseidon Project.

I also explored different iconographic and typographic solutions along with possible combinations to unite the two elements. I quickly realized that the most successful direction was the use of a trident. Poseidon was represented by his trident so I decided to leverage the symbol’s connection to water and worship.

Icongraphic sketches: concepts #1 & 2

Icongraphic sketches: concept #2

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Logotype sketches: concept #1

Logotype sketches: concept #2

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Branding

LOGO REFINEMENTS

T ON ON

I began working with the trident and realized that the negative space resembled mirroring letter “P”s, which would resonate with the title of Poseidon Project, and initially I tried to emphasize that in the logo.

The shape that was created felt incomplete until I realized that it would fit well in a shield shape. The shield, coupled with the trident and blue color, also helped strengthen the brands message by hinting towards protection of water supplies. However, in the negative space was then too distracting so instead I approached the next refinements by first adjusting the shape of the shield and then forming the trident to that shape. In the process I abandoned the idea of trying to use the “P” shapes and instead created a more dynamic shield and trident combination.

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sketches of logotype: Poseidon’s Trident

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FINAL LOGO

Final icongraphic: Poseidon’s Trident

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Branding

FINAL LOGOTYPE The final logo was re-constructed on a grid while the shield was adjusted, dimensions were finalized, and the relationship between the trident, negative space, and the shield was resolved. The typography was also adjusted to balance the shape. The typeface Gotham was selected for its clean, geometric shapes which offset the aggressiveness of the icon. However, the regular version was to lights and the bold version was to heavy. Ultimately I applied a stroke weight and expanded it around the type to create a false medium version of the type. The colors were also selected for the final version. A soft blue was paired with a cool gray but the logo also works well in the full blue, black, or white depending on the surrounding elements.

PMS Colors: Gray/P 179-11 U Blue/P 106-6 U Black/P Process Black U Displayed in the grid: Final logotype.

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LOGO VARIATIONS main logotype: for white and color backgrounds.

white variation: for dark and blue (PMS P 106-6 U) backgrounds.

horizontal variation: for web use only.

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CREATIVE BRIEF 31

Creative Brief

BACKGROUND The Poseidon Project focuses on promoting awareness of the water crisis in the world today. Overpopulation, contamination, and over use are depleting our water supplies in the developed world while about 800M people in the developing world do n ot have access to water. Non-profit organizations have always struggled to provoke action through awareness campaigns b ut have found success in encouraging small efforts.

The brand encourages water conservation by providing people with simple and easy ways to make minor adjustments that can save our water supplies for future generations.

STRENGTHS

WEAKNESSES

The world is becoming more environmentally conscious and people are beginning to be more aware of their own footprints.

Encouraging action built on an ethical or moral foundation has always been difficult.

Water is an essential resource that is necessary for life to exist in this planet. A global shortage would effect human health and the availability of food.

Individuals would need to be convinced that the situation is serious and that they can make an impact.

The importance of conservation will continue to become more important until these adjustments become requirements as the situation worsens.

OPPORTUNITIES

THREATS

Simple and quick adjustments are more likely to be adapted, as opposed to serious commitments that greatly affect a person’s lifestyles.

There are several other organizations addressing the water situations that mainly focus on providing access, proper hygiene, and adequate sanitation.

Addressing the situation in this way is unique and this issue is currently gaining traction.

People may or may not support this approach.

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COMPETITION The Poseidon Project encourages action at the individual level. The brand promotes conservation along with awareness, as opposed to addressing those who lack access to water. The mission is to raise awareness of the problem and also to suggest simple adjustments in daily life that can help maintain our water resources for the future. Building the brand on this foundation gives Poseidon Project a unique approach towards address the water crisis.

competitors: logos

DROP BY DROP Drop by Drop creates print advertisements that inspire others to preserve water, now and for future generations. Competitions call on Europeans to design material which inspires the European public. We will go beyond this scope, targeting people on an individual level and encouraging specific tasks to conserve.

ONE DROP One Drop is a non-profit organization established in 2007 by founder of Cirque du Soleil, Guy LalibertĂŠ. The organization strives to ensure that water is accessible to all, today and forever. While we share a common mentality, the Poseidon Project will put all of our efforts into protecting our resources in cities and other urban environments where water is used in excess.

WORLD WATER COUNCIL The World Water Council was established in 1996 in response to the ever increasing concern about world water issues from the global community. The council mainly promotes awareness by building political commitment. However, political change takes time, we focus on people.

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Creative Brief

AUDIENCE On the surface, younger generations would be representative of the main audience; those who are joining the working world, interested in volunteering, and/or attending college or high school. People who tend to be forward thinking, more interested in change, and who would be willing to put in some effort to make a

difference. Although we know everyone uses water and it is often those who are more used to doing things in certain ways that have less interest in adapting. Young and old, the project would target inhabitants of urbanized areas who often take access to water for granted.

ENVIRONMENTALISTS Those who hold protecting the environment with the upmost importance will be the ideal audience. These are advocates of preservation and they will be the driving force behind the Poseidon Project by adapting its suggestions and often spreading the message to their networks. Their only concern lies in wanting more action in more extreme measures to make sure they are doing as much as possible.

HOMEOWNERS The masses, people in control of their own destiny, and the ones that are responsible for their own actions are the main audience. Their numbers are strong and they are capable of great change if given the right cause. Though they are not easily persuaded, they may be able to be swayed into action if only small commitments are asked of them.

BUSINESS OWNERS The leaders and catalysts of this modern society, who have the power to set their own routines, and define the actions of their followers, would prove most useful in this initiative. To have them on our side would incur the most change; however, they are also set in their way. They are driven by profit and greed without regard for the consequences of their actions or the damage they cause.

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STAKEHOLDERS FAMILIES The ways in which we currently use our water can be partly attributed to habits that we have. Many of the opportunities to conserve can be found in parts of our daily routines. Our habits when brushing our teeth, showering, cleaning, or doing laundry are created at home. The Poseidon Project will be addressing areas such as these which should be adopted as house rules.

PUBLIC WATER SYSTEMS Fluctuations in water use effect inflows, outflows, supply, demand, the processes used for treatment. As water usage changes, the system that collects, treats, and distributes the water will need to adjust as well. Water systems are meticulously measured to maintain specific of pressures and safe levels of the minerals and contaminants. Also, if greywater systems were to be implemented, these would also require maintenance.

BOT TLED WATER COMPANIES Companies that bottle water such as Coke, Pepsi, and Nestle would see the effects of people who are more conscious will like to be more informed of the impacts that bottled water has on our environment. Not only does it require more water to produce, but these companies have been withdrawing large amounts of water and the bottles end up polluting other bodies of water. Transporting water into other ecological systems also effects the water cycle.

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Creative Brief

TONE The tone of the project is meant to be young and inspiring to target the younger generation who maybe more likely to make the necessar y changes. There is also an underlying sense of urgency to reflect the dire and damaged state of our current water situation.

KE Y WORDS

ESSENTIAL The lifeblood of the world as we know it, Water is essential for humans and most other lifeforms. For centuries civilizations have been created around access to water for personal use and agriculture. Without water, there is nothing; no food, no life, no future.

POWERFUL 71% of Earth’s surface is made up of oceans and seas. That water has provided life, the ability to raise crops, and made travel by the rivers and seas possible. However, the waves of water can bring about destruction as well. Tsunamis and hurricanes leave nothing behind in their wake. Water can be still, water can flow, and water can crash. Water conditions can change state and shift conditions suddenly.

MISHANDLED Contaminated and abused, our rivers and lakes have been reduced to trickles and sand. Droughts now plague lands that were lush and bountiful. Water has been drawn out of the rivers, oceans, and from beneath the ground yet we continue to overuse our supply without concern.

MESSAGES

We can improve our conservation efforts by making small changes daily.

Our water supplies are being depleted and contaminated.

Encouraging others to do their part can help us ensure water supplies for future generations.

Water is a precious resource that needs to be treated as such.

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VISUALS

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Creative Brief

OVERVIEW The Poseidon Project aims to encourage people to honor the great god of the seas by doing their part in conserving our water supplies in any way they can. By making small changes in our daily lives we can maintain our water supplies and perhaps even replenish some of resources. There are many ways to help ensure the availability of water but people need to know how and that is what we are here to do.

NARR ATIVE

MEDIA CHANNEL

Brochures can be produced to present data, report on the current situation, and what can be done. Part of the overall goal is to promote awareness and brochure can be used to suggest ways to save water. This type of deliverable can be very easily distributed at events as resources for information.

A website would be created to be a centralized resource of information providing new updates on the situation and events.

The website would also have a database of all the different ways in which you could conserve water. An mobile application based service could be provided, as an extension of the brand, to act as a service rather than a condensed version of the main website. The app may include reminders of how to conserve and perhaps link to calendars or daily activities. The primary function of this app would be to create a system that tracks water usage vs savings and offers tips based on your histor y.

Today’s generation is digital and technology driven. The new information can also be pushed through an application by delivering statistics, tips, and promote events. Gamification techniques could be implemented to encourage specific actions as many other have done recently with great results. An app encourages involvement with social media to increase exposure and awareness.

E VENT Non-profit organizations and other causes are commonly sponsoring events t o awareness. Pledges and drives would be appropriate. A walk to carr y water over a distance could be effective in showing people what it would be like to travel for water. Events and activities could be held in communities, schools, or universities, where large groups of people can targeted at one time.

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CREATIVE BRIEF

creative brief full set of flat spreads

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DELIVERABLES 41

Deliverables

POSTER SET A poster set would aid in raising awareness of the brand along with some preliminary conservation efforts.

These posters maintain a balance between being informative or persuasive by utilizing an infographic style but limiting the information to one quick fact. The intention was to help people recognize how much of an impact can be made with little effort.

As the first deliverable from the brand, the posters would serve as means to derive an aesthetic style. The initial approach was a very clean and direct style using very simple graphics, color, and type. However, not only does this aesthetic require a far greater attention to detail, it is also representative of styles used by competitors. The posters were refined with additional imagery and the application of textural elements resembling water damage. These visuals were more appealing and they also helped to emphasize the seriousness of the situation.

First sketches: posters

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INITI A L P OS TER S

P OS TER S REFINEMENT S

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Deliverables

FINAL POSTERS Keeping the visual imagery established in the refinements, the posters were then modified to fit the defined aesthetic system of the brand. The original icons, imagery, and content remained in the final versions.

The type was modified to follow the brand’s visual systems which utilizes weights of DIN as opposed to the previous slab-serif. Some of the colors and textures were also adjusted. The set was also applied to an outdoor setting to get a better sense of how the set would function outdoors.

FINAL POSTER SET

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Deliverables

NARRATIVE The narrative deliverable was executed as a brochure that would introduce people to the brand. The brochure is a small deliverable could be easily duplicated and mass distributed.

The narrative offers a medium that provides the ability offer more information about the water crisis and the brand.

One of the main purposes of the brand is to educate people about the different ways that they can save water. However, the unique approach of the Poseidon Project is to offer very simple, yet effective, ways to make an impact. This brochure promotes five easy ways to save by presenting the information in a light and direct style. The icon system makes the information more approachable and can also be used across different media.

There were three initial designs that were proposed for the narrative. The first was a simple, and standard, format that is typical for brochures of any kind. The second approach was to use a tri fold design, drawing further inspiration from the trident. the idea of the trident. The third concept was a set of cards that could handed out as quick tips about conservations.

First hand sketches: brochure

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The Poseidon Project aims to

For water. For life. Forever.

protect our water resources by showing people simple adjustments to save water. Only 1% of the world’s water is fresh water, ready for drinking. Here are five easy ways to save water and make sure we protect this resource for our future generations.

Here are Five Ways to Save

The Poseidon Project aims to protect our water resources by showing people simple adjustments to save water. Only 1% of the

Normal showerheads use between 5-7.5 gallons per minute. A low-flow shower head uses about 2.5 gpm, and can save up to 5 gallons per minute of showering.

Shorten your shower by just one minute and save between 2.5-7.5 gallons each day. That way you can save up to 60 gallons each month!

world’s water is fresh water, ready for drinking. Here are five easy ways to save water and make sure we protect this resource for our future generations.

People have a tendency to leave the water running when they brushing their teeth. By turning off the tap while you are brushing you can save up to 25 gallons each month!

Running the washer or the dishwasher when it is not full wastes water. wait until you wash full loads to get the most out of you water.

Normal showerheads use between 5-7.5 gallons per minute. A low-flow shower head uses about 2.5 gpm, and can save up to 5 gallons per minute of showering.

The Poseidon Project aims to protect

ONE

our water resources by showing people

FIVE WAYS TO SAVE

simple adjustments to save water.

Only 1% of the world’s water is fresh water, ready for drinking. Here are five easy ways to save water and make

LOW-FLOW SHOWER HEAD

Sketches: Concept #1, a trifold brochure (top). Concept #2, a 8 pages booklet (bottom left). Concept #3, collectible cards (bottom right).

x5

per minute

sure we protect this resource for our future generations.

Normal showerheads use between 5-7.5 gallons per minute. A low-flow shower head uses about 2.5 gpm, and can save up to 5 gallons per minute of showering.

Normal showerheads use between 5-7.5 gallons per minute. A low-flow shower head uses about 2.5 gpm, and can save up to 5 gallons per minute of showering.

For water. For life. Forever.

TWO

THREE

TAKE A SHORTHER SHOWER!

TURN OFF THE TAP WHEN BRUSHING YOUR TEETH

x60

per month

x25

per month

FOUR ONLY USE THE WASHER & DISHWASHER WHEN FULL x250

per month

FIVE ONLY USE THE WASHER & DISHWASHER WHEN FULL x250

per month

Shorten your shower by just one minute and save between

People have a tendency to leave the water running when

Let the dishes and laundry sit for a while. Running the

Normal showerheads use between 5-7.5 gallons per

2.5-7.5 gallons each day. That way you can save up to 60

they brushing their teeth. By turning off the tap while you

washer or the dishwasher when it is not full wastes water.

minute. A low-flow shower head uses about 2.5 gpm, and

gallons each month!

are brushing you can save up to 25 gallons each month!

wait until you wash full loads to get the most out of the

can save up to 5 gallons per minute of showering.

water that you use!

Shorten your shower by just one minute and save between 2.5-7.5 gallons each day. That way you can save up to 60 gallons each month!

People have a tendency to leave the water running when they brushing their teeth. By turning off the tap while you are brushing you can save up to 25 gallons each month!

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Deliverables

REFINED NARRATIVE The initial designs were ultimately combined in to a single brochure. Elements from the poster set were combined with an icon system to maintain an aesthetic that was very easy to browse. The icons were created to help the reader process the information and can be used through multiple deliverables. The design was revised to a different size and the inside pages were modified into a more intricate folding system. A combination of textures were applied initially but that made the brochure too busy and heavy as compared to the previous designs. A few other options for texture applications were also explored and the cover was changed from a large logo to a more interesting statement.

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

C OV E R

I N S I D E C OV E R

ONLY 1% OF THE WORLD’S WATER IS FRESH & READY FOR DRINKING.

B AC K W H E N F U L LY E X PA N D E D

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IMAGINE A WORLD WITHOUT WATER...

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

ONLY 1% OF THE WORLD’S WATER IS FRESH & READY FOR DRINKING.

PA R T I A L LY E X PA N D E D

IMAGINE A WORLD WITHOUT WATER...

For water. For life. Forever.

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

HOW YOU CAN HELP

1

2

3

4

5

LOW-FLOW SHOWER HEAD

SHORTHER SHOWERS

TURN OFF THE TAP WHEN BRUSHING YOUR TEETH

ONLY USE THE WASHER & DISHWASHER WHEN FULL

LOW-FLOW SHOWER HEAD

x5

per minute

x60

per month

x25

per month

x250

per month

x5

per minute

Normal showerheads use between 5-7.5 gallons

Shorten your shower by just one minute and save

People have a tendency to leave the water running

Let the dishes and laundry sit for a while. Running

Normal showerheads use between 5-7.5 gallons

per minute. A low-flow shower head uses about 2.5

between 2.5-7.5 gallons each day. That way you can

when they brushing their teeth. By turning off the

the washer or the dishwasher when it is not full

per minute. A low-flow shower head uses about 2.5

gpm, and can save up to 5 gallons per minute of

save up to 60 gallons each month.

tap while you are brushing you can save up to 25

wastes water. wait until you wash full loads to get

gpm, and can save up to 5 gallons per minute of

gallons each month.

the most out of the water that you use.

showering.

showering.

F U L LY E X PA N D E D

For water. For life. Forever.

B AC K

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Deliverables

TEXTURE EXPLORATIONS Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

T E X T U R E E VO LU T I O N : P H A S E 1

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

T E X T U R E E VO LU T I O N : P H A S E 2

54

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

T E X T U R E E VO LU T I O N : P H A S E 3

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

T E X T U R E E VO LU T I O N : P H A S E 4

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

Poseidon, brother of Zues, is the God of the seas according to Greek mythology. The Poseidon Project aims to protect our planet’s water resources by introducing people to simple adjustments that can help you conserve water.

Everyone needs to do their part, we are here to show you how.

IMAGINE A WORLD WITHOUT WATER...

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Deliverables

FINAL NARRATIVE The initial design was a simple, and standard, format that is typical for brochures. The design was then revised to a different size and the inside pages were modified into a more intricate folding system. The previous design was more complicated and would be difficult to print even from most printing vendors. A simpler fold was then applied to make it easier for the reader. This modification led to additional pages which were used to include more information about the water crisis in the form of statistics and quotes.

The website and app were included in the brochure to connect the system of deliverables and to promote the service of the app to aid in conservation efforts. A different texture was also applied to the brochure to create a different look within the aesthetic.

Brochure: Front (top). Open page “5 ways to save“ (next page left and top right). Closure spread (next page bottom right). Open brochure “5 ways to save“ (page 60). Back of the brochure (page 61).

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FRONT

1ST OPEN SPREAD

2ND OPEN SPREAD

OPEN BROCHURE

C LO S U R E S P R E A D

B AC K

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Deliverables

EVENT The second deliverable from the Poseidon Project is an event which would be a conference about the water crisis and a variety of conservation efforts in the Unites States. An event such as this would be very beneficial to an organization focused on the protection of the environment. The conference will also have several exhibits displayed from other water focused non-profit organizations, speakers to talk about the issues, and a set of workshops to aid people in their conservation efforts. This would unite people from around the country into one location working towards a solution.

Event: Banners (left). Poster (top right). Signage (bottom right). Signage (next page). Parking banner and navigation signage (following page left and right).

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I wanted to develop a feeling of the space for the event along with some promotional materials that would advertise the event. A poster, banners, and promotional cards would be used to let people know when the event is and what it is about. I also created signage that would inform the attendees of some of the actual logistics to aid in navigating. Upon registering, the attendees would receive a pocket schedule, business cards, and a glass reusable bottle with specially designed packaging for the event.

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Hand sketches: event informational materials (top left and right) and bottle package design (bottom left).

Finals: Business cards (left). Business card and promo card (top right). Promo cards, event schedule cards (bottom right).

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Deliverables

WEBSITE & APP The final deliverable was a media channel in the form of a website and application for smart phones. The website is meant to act as a resource for information that could be accessed globally. The site would store all of the information that is collected, provide updates on the water crisis, and list all the different ways in which you can conserve water. The design was kept simple to make navigation of the site very easy. The logo was modified into a web version and applied along with the previously designed icon system.

The app is meant to be a service that can be used to track your water usage and conservation efforts. The Poseidon Project app would allow you to create a profile and connect via social networks such as Facebook and Twitter. The connection to social media networks allowed me to introduce gamification in the design. Badges were created based on the icon system.

These would be awarded for certain actions such as amount saved. Leaderboards and feeds would keep you up to date on each others efforts.

Hand sketches: Website (left).

App (right).

Final website: About screen (right). Learn more screens (next pages).

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WEBSITE

For water. For life. Forever.

Search About

Learn More

Events

Contact Us

About LESS THAN 1%

The Poseidon Project aims to protect our water

OF THE WORLD’S

resources by showing people simple adjustments

WATER IS

that can save our water. The world continues to face a number of challenges; poverty and

FRESH WATER,

world hunger have remained major issues while

READY FOR

global warming and overpopulation have recently

DRINKING

become increasingly more significant. However, the presence of these problems has exacerbated the global water situation.

Water may cover 75% of Earth’s surface but less that 1% is fresh water that is drinkable.

Currently, over 780 million people lack access to clean drinking water and demand for water continues to rise as the population grows.

Unfortunately, there are many of us over use water while much of it gets polluted or contaminated. The world will soon come to face its greatest challenge with a global water crisis.

Our water resources are being depleted and if we do not begin to take the necessary steps now, we will endanger our future.

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WEBSITE

For water. For life. Forever.

Search About

Learn More

Events

Contact Us

Learn More The Water Crisis Resources

LOW FLOW SHOWER HEAD

How You Can Help Awareness Conser vation

x250

per month

Volunteer Donate

Normal showerheads use 5-7.5 gallons per minute. A low-flow shower head uses about 2.5 gpm, and can save up to 5 gallons per minute of showering.

Find out where you can get one here.

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For water. For life. Forever.

Search About

Learn More

Events

Contact Us

How You Can Help The Water Crisis Resources

TAKE A SHORTER SHOWER

How You Can Help Awareness

x60

per minute

Conservation Volunteer Donate

Shorten your shower by just one minute and save between 2.5-7.5 gallons each day. That way you can save up to 60 gallons each month. This is by far one of the easiest ways to conserve and one of the most effective. Save even more by also swtiching to a low flow shower head.

For water. For life. Forever.

Search About

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Events

Contact Us

Upcoming Events

January

REFILL August 15, 2013

February

Refill is an annual conference to spread

March

awareness of the ongoing water crisis while

2013

April

Location 1586 Main Street San Francisco, CA 94102

providing great information on how we can do our part. The one day conference includes

May

several exhibitions including water resource

June

activists, conservation technologies, and

July August

other workshops.

November December

9:00 - 10:00 am Registration 10:00 am - 2:00 pm Exhibits Open 12:00 - 12:45 pm Keynote Maude Barlow

Speakers

September October

Schedule

Maude Barlow Co-founder of the Blue Planet Project, an international foundation working for human rights to water. She is also the author of 16 books including, “Blue Gold: The Battle Against Corporate Theft of the World’s Water,” and “Blue Covenant: The Global Water Crisis and the Fight for the Right to Water.”

1:00 - 2:00 pm Conservation Workshop 2:30 - 5:00 pm Documentary Flow: For Love of Water 5:30 - 6:00 pm Closing General Session 8:00 - 11:00 pm REFILL Afterparty

For water. For life. Forever.

Search About

Learn More

Events

Contact Us

The Water Crisis The Water Crisis Water Facts

Only 3% of Earth’s water is fresh water. 97% of the water on Earth is salt water.

68.7% of the fresh water on Earth is trapped in glaciers, 30% is in the ground, & 1.7% of the world’s

Resources

water is frozen and therefore unusable.

How You Can Help

Water covers 70.9% of the Earth’s surface.

More than 25% of bottled water comes from a municipal water supply, the same place that tap water comes from. —Reader's Digest Approximately 400 billion gallons of water are used in the United States per day.

In one year, the average American residence uses over 100,000 gallons (indoors and outside).

American residents use about 100-150 gallons of water per day.

Americans use more water each day by flushing the toilet than they do by showering or any other activity. —Florida Water Environmental Association At 50 gallons per day, residential Europeans use about half of the water that residential Americans use. —World Water Council

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APP

HOME

SORT

Gallons Saved

ADD USAGE 1 SHOWER

aching

h area

vation

s.

3

ssible to

Roger P GALLONS SAV ED

ater you

4

Rajesh Punjabi

82

Playing music while in the shower

GALLONS USED 6,412

how long you shower. Try creating a

71

John Martin GALLONS SAV ED

59

47

Load More

HOME SCREEN

78

SHOWERS

437

FLUSHE S

1,102

BADGE S

Brad Gorman GALLONS SAV ED

GALLONS SAVED 2,408

playlist of just a few songs for your morning routine.

Max K. GALLONS SAV ED

use a number of songs to measure

OTHER 5

7/ 31/12

is not only entertaining, but you can

BOT TLE REFILL

rboards

Week

PROFILE

DAILY TIP #36 Member Since:

Heather Smith 2 GALLONS SAV ED 76 TOILET FLUSH

ffered in

HOME

LEADERBOARD

DAILY TIP SCREEN

PROFILE

HISTORY

PROFILE

Rajesh Punjabi Rajesh Punjabi Member Since: 7/Member 31/12 Since: 7/ 31/12

SAVED 4 GALLONS SAVED 4 GALLONS by taking a shor ter shower by taking (-4 0asec) shor ter shower (-4 0 sec) 10 m i n u t e s a g o

GALLONS USED GALLONS USED 6,412 6,412

HISTORY

10 m i n u t e s a g o

EARNED A BADGE EARNED A BADGE XPRE SS SHOWER GOLD XPRE (500 SSGallons) SHOWER GOLD (500 Gallons)

GALLONS SAVED GALLONS SAVED 2,408 2,408

10 m i n u t e s a g o

SHOWERS

437SHOWERS

437

by turning of f the tap by while turning brushing. of f the tap while brushing.

FLUSHE S

1,102 FLUSHE S

1,102

BADGE S

BADGE S

10 m i n u t e s a g o

SAVED 2 GALLONS SAVED 2 GALLONS Ye s t e r d a y

Ye s t e r d a y

LEVEL UP

LEVEL UP

V E TEREN WATER SAVVER E TEREN WATER SAV ER 2 Days ago

2 Days ago

#8 ON LEADERBOARD #8 ON LEADERBOARD you saved more than Alan you saved D more than Alan D 10 m i n u t e s a g o

PROFILE SCREEN

10 m i n u t e s a g o

ACCOUNT HISTORY SCREEN

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APP

TRACK USETRACK USE ACTION

GOAL

TRACK USETRACK USE SE T TINGS

SE T TINGS

Home Shower

Home Shower

Home Shower

7 Minutes

UNITS

Gallons UNITS

Gallons

FLOW (GPM)

2.6FLOW (GPM)

2.6

G ym Shower

G ym Shower

Shower ACTION

Shower

Home Shower 7 Minutes GOAL

L ast Shower 8:20 L ast Minutes Shower 8:20 Minutes 42 Gallons Used 42 Gallons Used 5 Gallons Saved 5 Gallons Saved

START START 0

Minutes 0

0

Gallons0 Used Gallons Used

0

Gallons0 Saved Gallons Saved

TR ACK USE SCREEN

80

Minutes

UNITS

Gallons UNITS

Gallons

FLOW (GPM)

5 FLOW (GPM)

5

add a shower

add a shower

TR ACK USE SET TINGS SCREEN

TRACK USE ACTION

Shower Home Shower

GOAL

7 Minutes

L ast Shower 8:20 Minutes 42 Gallons Used 5 Gallons Saved

STOP 7:34 Minutes 19

Gallons Used

17

Gallons Saved

TR ACK USE, SHOWER TR ACKING SCREEN

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APP

DASHBOARD DASHBOARD

DASHBOARD DASHBOARD

R ANGE

March R ANGE

March

R ANGE

March R ANGE

March

USAGE

Combined USAGE

Combined

USAGE

Combined USAGE

Combined

SHOWERS

42 SHOWERS

42

SHOWERS

42 SHOWERS

42

FLUSHE S

73 FLUSHE S

73

FLUSHE S

73 FLUSHE S

73

GALLONS USED GALLONS USED 578 578

GALLONS USED GALLONS USED 578 578

GALLONS SAVED GALLONS SAVED 311 311

GALLONS SAVED GALLONS SAVED SHARE SHARE 311 311

HISTORY OF USE HISTORY OF USE

HISTORY OF USE HISTORY OF USE

DA S H B OA R D S C R E E N : D I S P L AY S T H E H I S TO R Y O F U S E

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Facebook

Facebook

Twitter

Twitter

Google +

Google +

DA S H B OA R D - S H A R E S C R E E N : S H A R E F U N CT I O N

HOME

LEADERBOARD SORT

Gallons Saved

Week

DAILY TIP #36 1

Roger P GALLONS SAV ED

82

Playing music while in the shower is not only entertaining, but you can

2

Heather Smith GALLONS SAV ED

76

use a number of songs to measure how long you shower. Try creating a playlist of just a few songs for your

3

4

5

morning routine.

Max K. GALLONS SAV ED

71

John Martin GALLONS SAV ED

59

Brad Gorman GALLONS SAV ED

47

Load More

LE ADERBOARD SCREEN: DISPL AYS THE MOST “GALLONS SAVED“ USERS

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APP

YOUR BADGES YOUR BADGES

LEADERBOA LEADERBOARD

YOUR BADGES YOUR BADGES

SORT

THE PROTECTOR THE PROTECTOR

BADGES

Thank you for Welcome! Thank Welcome! you for yourwater pledge to save water your pledge to save

Badges are awarded for reaching Badges are awarded for reaching

Earned: 1 Year ago Earned: 1 Year ago

benchmarks in each area certain benchmarkscertain in each area opportunity for conservation with opportunity forwith conservation

XPRESS SHOWER XPRESS SHOWER GOLD (500 Gal) GOLD (500 Gal) For taking shor ter For taking shor ter showers showers Earned: 1 Year ago Earned: 1 Year ago

efforts.

Some badges are offered in efforts. Some badges are offered in

Stoping the tap while Stoping the tap while brushing your teeth brushing your teeth Earned: 1 Year ago Earned: 1 Year ago

ACHIE VEMENT SCREEN: DISPL AYS THE E ARNED BADGES

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Gallons Week S

1

2

Roger P 1

GALLONS SAV ED

Roger P

GALLONS SAV E 82

Heather 2 SmithHeather Sm

GALLONS SAV ED

76GALLONS SAV E

entry, silver, and gold levels. entry, silver, and gold levels.

Earn many badges as possible to Earn as many badges asas possible to

3

Max K. 3

GALLONS SAV ED

Max K.

GALLONS SAV E 71

raise your spot in the leaderboards raise your spot in the leaderboards and show how much water you and show off how much wateroff you

TAP AWARE TAP AWARE SILVER (100 Gal) SILVER (100 Gal)

GallonsSORT Saved

BADGES

have saved!

have saved!

4

5 Load More

BADGES SCREEN: DISPL AYS INFORMATION ABOUT BADGES

John 4Martin John Mart

GALLONS SAV ED

GALLONS SAV E 59

Brad 5Gorman Brad Gorm

GALLONS SAV ED

GALLONS SAV E 47

Load More

FEED Roger P E ARNED THE PROTECTOR BADGE 10 m i n u t e s a g o

Heather Smith SAV ED 12 GALLONS by shor tening her shower 2 minutes.

1 hour ago

Max K. Your Facebook Friend JOINED 1 hour ago

John Martin Climbed to #4 in the LE ADERBOARD Ye s t e r d a y

Brad Gorman SAV ED 3 GALLONS by turning of f the tap while brushing his teeth.

DA S H B OA R D - S H A R E S C R E E N : S H A R E F U N CT I O N

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SUMMARY 87

Summary

FINAL COLLECTION By utilizing an aesthetic system which incorporated some constants and variables, the collection of deliverables came together as a set. The media channel also fits in with the printed deliverables but each component has its own variation of the system. The aesthetic makes use of textures, icons, and the imagery in different ways without straying far from the visual essence of the brand. The trident logo has an appeal which has a certain pop in every use. The final collection really seems to produce an effective approach for raising awareness

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and persuading people to take part in conservation. The idea of promoting simple conservation efforts along with the concept for an icon set not only brought the deliverables together, but also embodied the core messages of the brand.

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Summary

SUMMARY The global water crisis is threatens life as know it on this planet. The situation continues to get worse every day as we continue to over use and contaminate our supplies. Our water resources are depleting but they can be replenished if we begin to take responsibility and treat our water as precious as we know it to be.

The Poseidon Project aims to encourage the population to come together in the effort to restore our water supplies by reducing usage in any way possible. By providing several different options for areas to conserve, and by stressing the simplest ways, every person can do their part with ease. The deliverables of the project embody these core beliefs by offering utilizing an appealing and approachable aesthetic to present information.

A set of posters raise awareness and make use of a simple infographic style to introduce how simple adjustments could have major impacts on your water use. The narrative is a brochure which offers more insights about the brand and

water situation while offering additional ways to save water.

The event is a conference that would offer workshops and unite people who are passionate about the cause in one central location to address options and possible solutions. A website was created to provide global access to a resource with the capability to update regularly and store all the information on the water crisis and conservation efforts. A mobile application acts a service to track your usage and savings while making use of popular gamification methods to promote conservation on a social platform.

The brand, along with the collection of deliverables, aims to make show people how easy it is to protect our water resources to ensure future availability. The information provided by the brand will be essential in the years to come. As the situation continues to gain traction in environmental and political forums throughout the world, the Poseidon Project will be assisting the people in their conservation efforts.

Finals: Poseidon Project app, example of app in use

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PHOTO CREDITS PERSONAS flickr/Janet Beasley = JLB Creatives http://umdieteticinternship.blogspot.com/2012_11_01_ archive.html flickr/linzi.sheldon

POSTERS http://dirtygentlemen.deviantart.com

NARRATIVE flickr/Kent Budge Photography

EVENT http://healthprotalk.com/wp-content/uploads/2012/07/ glass-water-32.jpg http://sarahgabb.com/wp-content/uploads/2013/01/waterglass1.jpg flickr/Kent Budge Photography

WEB http://cdn.park.wallpaperzip.com/2880x1800/water/water_ images_56.jpg

PROCESS BOOK

flickr/Chica eifica flickr/unfocused mike flickr/Michelle in Ireland flickr/Ze Eduardo flickr/Maxi del Campo flickr/petitillusion http://dirtygentlemen.deviantart.com

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