Community of Practice 08 | Portfolio by Roberta Lor

2019 - 2020 CENTRAL SAINT MARTINS GRAPHIC COMMUNICATION DESIGN

COMMUNITY OF PRACTICE 08

COMMUNITY OF PRACTICE MY POSITION AS A GRAPHIC DESIGNER

Above: This image shows the manitfesto and constellation of our Community of Practice group.

MY POSITION AS A GRAPHIC DESIGNER Throughout my three-year practice at CSM, my position as a graphic communication design student is to tackle problems in a creative, aesthetic and user-friendly way. First of all, we solve problems. We design with foresight. We tackle wicked problems. We make changes and improve current solutions. Secondly, we deliver messages efficiently. We design with universal languages that go beyond words. We explore 2

UNIT 10: COMMUNITY OF PRACTIC 08 | OVERVIEW

different methods and mediums to create an impressive user experience. Thirdly, we create meaningful and sustainable design. We design with conscious. We care about people and things around us. We look beyond aesthetic. We consider both social, environmental and economic aspects. In this unit, I want to develop my knowledge and communication skills in both social and cultural design practices. My ambition is to create a better design that integrates into people's lives.

EXPLORING MY PRACTICE THE RELATIONSHIP BETWEEN MY WORK AND CRITICAL REPORT

Above: This image shows the mapping of my practice

RESEARCH QUESTION How might social innovation through digital technology tackle issues of the ageing population?

KEYWORDS Inclusive Design / Social Design / Social Innovation Design that can be accessed and used by as many people as possible, regardless of age, gender and disability. Social

design is a practice of design where the primary motivation is to promote positive changes for a better lifestyle for society. (Resnick, 2019) Whereas, social innovation is a mindset, an approach and a way of doing social-oriented projects. In my third year of studies, I would like to focus on social design and social innovation-related projects. As a design student, it is important for us to consider the designerâ&#x20AC;&#x2122;s responsibilities and how to make changes for the better of society. I intend to merge commercial and social-oriented projects innovatively. UNIT 10: COMMUNITY OF PRACTIC 08 | OVERVIEW

PROJECTS:

DESIGN FOR THE FUTURE SELF

REDESIGN A WAYFINDING SYSTEM

VISUALISING FUTURE A.I. SCENARIOS

D&AD MARTINI

D&AD HSBC

An investigation into ageing issues and understanding how it relates to us, intending to develop an extension for the human body.

An investigation into inclusive spatial design, to design a wayfinding system for the London Underground that considers people who are in need.

Speculating about the adoption and implementation of artificial intelligence in UK professional firms.

Encourage people to choose time for friends during MARTINI TIME

Illustrate HSBC’s brand promise ‘Together we thrive’

UNIT 10: COMMUNITY OF PRACTIC 08 | OVERVIEW

05 UNIT 10: COMMUNITY OF PRACTIC 08 | OVERVIEW

Sketch Book:

Final Outcome:

https://issuu.com/robertalor/

https://vimeo.com/

docs/cop08_sketchbook01

431169080

PART ONE: DESIGN FOR THE FUTURE SELF

An investigation into ageing issues and understanding how it relates to us, intending to develop an extension for the human body.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

ABOUT MY PROJECT PROJECT OVERVIEW STATEMENT

Above: This image shows the mindmap and ideas of self-directed one

I designed my portfolio to demonstrate my learning process, project development and individual viewpoint. My portfolio reflected my thinking as a designer and showed my interpretation towards different topics. My first brief was “Design for the future self”, which is about imagining myself in 50 years and creating a body extension design that can improve elderly’s late life, such as solving the problem of fragile bones because of enhanced risks of falling. When we talk about old age, we usually associate it with physical and psychological issues, such as hearing loss and social isolation. During my research process, I found out that one of the major reasons why the elderly lack

confidence is because of their body limitations, for example, walking and communication difficulty resulting from hearing loss or any other related physical disabilities. The existing design for seniors is mainly focused on its functionality instead of aesthetically . I wonder how user friendly and visually appealing design can improve elderly’s self confidence. In the past decade, the average human life expectancy has risen to 79 years old and the birthrate declined to the lowest point. Ageing has become a serious issue that many countries are facing.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

PRIMARY RESEARCH

INTERVIEW | OBSERVATION | LOOKING INTO PAST, PRESENT AND FUTURE

Above: This image shows drawing of my observation of the elderly on street and a photography series about past and present Left: This image shows the interview with my grandparents

UNDERSTANDING A TARGET GROUP In “Design, When Everybody Designs: An Introduction to Design for Social Innovation” by Ezio Manzini, it reminded me to consider the participatory design and how to get my audience involved in my project. Thus, I interviewed my grandma and tried to put myself in her shoes for a better understanding of how to live as an elderly person and their daily struggles.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

PRIMARY RESEARCH

IMAGINE YOURSELF IN 50 YEARS | LOOKING INTO PAST, PRESENT & FUTURE

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

Below: This image shows how CSM students imagine themself in 50 years, the interview was held in the school library

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

EXPERIMENTATION IMAGINE THE FUTURE SELF | LATE LIFE EYE VISION

Above: This image shows the possibile eyes problem of elderlyâ&#x20AC;&#x2122;s late life Left: This image shows my experiment of experience a elderly routine

LOOKING INTO PAST, PRESENT AND FUTURE After interviewing my grandparents and students my age, I dressed up and acted like an elderly person for a day to experience an elderly routine. Imagination, innovation and foresight are important for designers. It is valuable to imagine how the future could be, because the future we imagine will be the future we get.

In the past decade, the average human life expectancy has increased to 79 years old. Women in Asian cities like Hong Kong even raise to over 87 years old on average. Everyone will get old, the ageing issue seems not far from us. I would question myself, how could we participant in the development of the future world.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

SECONDARY RESEARCH

CASE STUDIES | MUSEUM: BODY BIOLOGY | INSPIRATION FOR BODY EXTENSION

Left: This image shows the casestudies of how digital technology affecting elderly’s late life

Above: This image shows my secondary research about body extension, human biology and inspiration

Additionally, I studied how body extension can help people who are in need to improve their life. By creating a technological body extension, users can go beyond their limitations. Take Neil Harbisson as an example, he was born completely colour blind, a device attached to his head turns colour into audible frequencies. This device helped him to receive information and improve the experience of seeing. Instead of seeing a world in grayscale, Harbisson can hear a symphony of colour and even paintings in shades of colors. He inspired me to think of how we can extend our body and senses with technology.

NEIL HARBISSON QUOTE “We should all think that knowledge comes from our senses, so if we extend our senses, we will consequently extend our knowledge. I think life will be much more exciting when we stop creating applications for mobile phones and we start creating applications for our own body. I think this will be a big, big change that we will see during this century.”

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

PROTOTYPING

ORIGAMI | PAPER ENGINEERING | BODY EXTENSION IDEAS DEVELOPMENT

Above: The images show the working process of my project

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

Above: The images show the working process of my project

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

PROTOTYPING

ORIGAMI | PAPER ENGINEERING | BODY EXTENSION IDEAS DEVELOPMENT

Above: The images show the working process of my project

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

IDEAS DEVELOPMENT ORIGAMI | PAPER ENGINEERING | BODY EXTENSION

Above: The images show the working process of different folding ideas, including testing on the flexibility of paper, developing a folding pattern and expending the scale of origami.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

IDEAS DEVELOPMENT ORIGAMI | PAPER ENGINEERING | BODY EXTENSION

Above: The images show the working process of selected folding ideas. During my testing, I found paper is not durable and some parts of my work was broken.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

MATERIALS

REFINING MY IDEA | VISITING TEXTILE COMPANY | CHOOSING FABRIC

Above: I went to few textile companies and wanted to buy some polypropylene material. However, it was not avaliable. Thus, I decided to get a plain fabric for the final production.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

MATERIAL TESTING

FABRIC | DESIGNED FOLDING PATTERN | ORIGAMI IDEA | FORMING AND SHAPING

Above: The images show the material testing process of selected material.

During my fabric purchasing process, I talked with the shop owner about my ideas of folding with fabric. I asked her for advice about how to make the fabric easier to fold and shape. She recommended me to mix cornstarch with water and spray on fabric before I iron and sew, and that was working very well. I found talking with experienced people is important because as a design student we donâ&#x20AC;&#x2122;t know much about the production method from the industry. I found that talking with experienced people can be helpful when developing my ideas. 28

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

FINAL PRODUCTION

3 METER FABRIC | HOMEMADE LARGE-SCALE PRODUCTION | DRAWING FOLDING PATTERN

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

FINAL PRODUCTION

3 METER FABRIC | HOMEMADE LARGE-SCALE PRODUCTION | DRAWING FOLDING PATTERN

Above: The images show the making process of the protective wings.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

ARMS PROTECTION

SKETCHES | EXPLAINING HOW IT WORKS | DEMONSTRATION

Above: The image shows the sketches of arms protection

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

Above: The images show different perspectives of the arms protection.

Above: The images show the possibilities of the arms protection.

Above: The images show how does it open.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

PROTECTIVE WINGS

BODY PROTECTIION | SKETCHES | EXPLAINING HOW IT WORKS | DEMONSTRATION

Above: The images show the sketches of the protective wings and my testing process.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

FINAL OUTCOME

DESIGN FOR THE FUTURE SELF | VIDEO DOCUMENTION | PHOTOGRAPHS

Above: The images show the final outcome.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART ONE

Sketch Book:

Final Outcome:

https://issuu.com/robertalor/

docs/cop08_sketchbook02

docs/cop08_finaloutcome02

PART TWO: REDESIGN A WAYFINDING SYSTEM

An investigation into inclusive spatial design, to design a wayfinding system for the London Underground that considers people who are in need.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

ABOUT MY PROJECT PROJECT OVERVIEW STATEMENT

Above: This image shows how the blind traveller way the way out

My project aims to study the difference between designer-oriented approach and user-oriented approach. My second project is to redesign an inclusive wayfinding system for the London Underground. A design that can be accessed and used by as many people as possible, regardless of age, gender and disability. The London Underground is the world's first underground railway system. Londonâ&#x20AC;&#x2122;s first underground railway line was the Metropolitan line, which began in 1863. It connected the main-line railway termini at Paddington, Euston, and King's Cross to the City.

In this project, I selected King's Cross St Pancras Station as my main focus, one of the oldest and busiest stations in London. My objective is to improve the current wayfinding system and increase the accessibility of the London Underground station by applying an accessible graphic design technique with a multi-sensory approach. Such as improving help point design by giving an audio signal to the blind traveller, redesigning maps and guides with Braille signage and tactile touch, considering user experience and suggest a better solution for the current audio guide, designing a set of universal visual language for the platform and improving station safety, etc. UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

ABOUT MY PROJECT

PROJECT OVERVIEW | DESIGNER ORIENTATED | USER ORIENTATED | BUSINESS ORIENTATED

Above: This image shows the road map of my practice

ROAD MAP Looking back to my practice, the most relevant approach and way of working are systematic. My work develops through a list of procedures, including defining, researching, analysing, designing, implementing, testing, executing and documentation. My motivation and intention are to understand how people receive information. I would like to deconstruct the information, digest and give a new definition of it. I would like to experiment with multi-sensory elements in my 38

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

project and explore different methodologies in experience design. My thematic interests are social design, social innovation and design for the future. In the second part of my community of practice, I am moving from a designer-orientated approach to a user-orientated approach. In the following projects, I would like to further explore future A.I. scenarios and business-orientated brief. Ultimately, it is important to explore different fields and do not limit oneself in one area because we will never know which one is the best for us without trying.

PRIMARY RESEARCH

TALKING WITH BILLY | A BLIND TEACHER FROM MY HIGH SCHOOL

Above, Right: This image shows how Billy teacher students at school and a record of our interview

Moving on to my second project, I began the project by conducting an in-depth interview with a blind teacher from my high school. Billy suffers from optic nerve atrophy and lost his sight at the age of two. He used a Braille display to read the words and teaches English with digital devices. In the beginning, I was thinking to design an educational toolkit for visual impairment learner and educator. However, after the interview, I realised that he is satisfied with Braille and the current education method. He mentioned that designers should not assume the needs of people with disabilities, and communication is the key to understand their actual needs. The only thing that came up in his mind was the wayfinding system in public places and public transportations, especially in a crowded environment, such as the central area of a city. He finds it difficult to find the way out whenever he travels to a new place in the tube station. He thinks it is time-consuming to figure out the direction of the destination, as some stations have a complicated floor plan and multiple exits. He suggested me to consider to redesign a wayfinding system for public transportation for people with disability. UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

SETTING A BRIEF

PRIMARY RESEARCH | STATION LAYOUT | DESIGN PROBLEM

Above: This image shows the structure of the King's Cross St Pancras Station

ENVIRONMENTAL DESIGN My second project is to redesign an inclusive wayfinding system for the London Underground. The London Underground is the world's first underground railway system. The first underground railway line was the Metropolitan line which began in 1863. It connected the main-line railway terminal at Paddington, Euston, and King's Cross to the City. In this project, I selected King's Cross St Pancras Station as my main focus, one of the oldest and busiest stations in London. 40

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

My objective is to improve the current wayfinding system and increase the accessibility of the London Underground station by applying an accessible graphic design technique with a multi-sensory approach.

STATION LAYOUT After analysis the station floor plan, I found King's Cross St Pancras Station has 11 Entrances, 4 Ticket halls, 8 Platforms & 6 lines and connecting with St Pancras International & Kings Cross Train Station which is complicated.

DESIGN PROBLEM I found visual impairment travellers do not have equal access to information regarding public transportation, including details about arrivals, departures as well as destination recognition. As a designer, it is important to consider different groups of people in our society and the overall urban planning. We have the responsibility to remind and suggest our government or public transport companies to improve their service and accessibility.

INFORMATION FOR BLIND TRAVELLER At the beginning of my project, I was planning to follow a blind traveller and observe their travel journey at the King's Cross St Pancras Station. However, due to the Coronavirus, I am not able to make it happen. Thus, I ordered an audio Tube map and Braille guide via the Transport For London (TFL) website. I tried to understand blind travellersâ&#x20AC;&#x2122; reading and listening experience and I found the current audio map and Braille guide are not user-friendly. They didnâ&#x20AC;&#x2122;t consider size, weight and time spend of the materials.

THE AUDIO GUIDE The audio tube map can take up to 3 hours 5 minutes to listen and there are 124 pages in the A4 size Braille guide. Therefore, I would like to improve and suggest a new guide for blind travellers. In the past few years, virtual assistants and chatbots have become more and more popular in our society. Some functions can be beneficial to guide blind travellers such as answering questions and making recommendations.

SITE VISIT During the research process, I studied the wayfinding system in the King's Cross St Pancras Station. I learned that there is a lot of information in the tunnel. As we can see, the image on the left shows seven objects giving the directional message. It is quite confusing for the first time travellers. To prevent information overload, I would like to suggest an organise, simplify and consistency approach. UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

SECONDARY RESEARCH INSPIRATION | EFFECTIVE WAYFINDING SYSTEM

Above: This image shows the moodboard of my project

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

IDEAS DEVELOPMENT

INITIAL IDEAS | INCLUSIVE DESIGN | VISUAL IMPAIRMENT | EXPERIMENTATION

Above: This image shows the colour test of the station map

CONSIDERATION - Tactile map - Braille language - Half tone pattern (B&W) - Icons / remarks - Simplified information - Exit Details - Lifts / Escalators Above: This image shows the half tone pattern and colour blindness consideration UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

POTOTYPING

WORKING PROCESS | IDEAS DEVELOPMENT | TESTING

Above: This image shows the ideas development of maps

SUGGEST AN INCLUSIVE WAYFINDING SYSTEM FOR THE LONDON UNDERGROUND 01 Improve help point design by giving an audio signal to the blind traveller 02 Redesign maps and guides with Braille signage and tactile touch 03 Consider user experience and suggest a better solution for the current audio guide (~3 hours) 48

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

04 Design a set of visual language for the platform, such as priority carriage 05 Improve station safety by giving audio signals near the escalator, etc. 06 Redesign a path for the guiding people with disability 07 To reduce confusion by removing unnecessary info 08 To design a wayfinding guide for the London Transport and explain how everything works

Above: This image shows the ideas development of signage

CONSIDERATION - Tactile lettering - Braille signs - Type size - Viewing distance - Sans serif typeface - Symbols - Pictogram - Colour blindness - Contrast UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

DESIGN ELEMENTS

ORIENTATION | ROUTE DECISION | ROUTE MONITORING | DESTINATION RECOGNITION

STATION MAPS To help people see the entire underground railway network. To understand the location of the users and surroundings nearby.

LANGUAGE AND LITERACY - Using Icons and visual symbols - Colour contrast - User Testing

SIGNS To show the direction of different destinations. To identify specific places, such as step-fee access and direction of public transportation.

EXIT GUIDE - Simplify - Avoiding detail information - Remove unnecessary information

PATH DESIGN To use paving materials to guide the users, such as priority carriage marking on the floor and directional supergraphics.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

MAPS To help people see the entire underground railway network. To understand the location of the users and surroundings nearby.

STYLE To emphasise certain information with its colours and shapes and make use of icons.

LANGUAGE AND LITERACY Using Icons and visual symbols

SIGNAGE HIERARCHY - Tactile information - Text and directional arrows - Braille

CONSISTENCY To reduce confusion and contribute to the existing design.

PATH DESIGN - To use paving materials to guide the users - Directional Marking - Priority Carriage Marking

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

WAYFINDING SYSTEM IN HK PRIMARY RESEARCH | LEARNING EFFECTIVE WAYFINDING DESIGN APPROACHES

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

WAYFINDING SYSTEM IN UK LEARNING EFFECTIVE WAYFINDING DESIGN APPROACHES

DISCOVERY I found floor marking, icons and supervisual are useful for guiding people to follow some paths and comply with the rules. During the lockdown period, many social distancing stickers appeared in London. I found yellow and black rectangular sticker was less effective compared with red circular sticker. Thus, it inspired me to consider the scale of the floor marking and the usage of colour.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

FINAL OUTCOME

REDESIGNING WAYFINDING SYSTEM FOR LONDON UNDERGROUND

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

FINAL OUTCOME

REDESIGNING WAYFINDING SYSTEM FOR LONDON UNDERGROUND

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

FINAL OUTCOME

REDESIGNING WAYFINDING SYSTEM FOR LONDON UNDERGROUND

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

FINAL OUTCOME

REDESIGNING WAYFINDING SYSTEM FOR LONDON UNDERGROUND

UNIT 10: COMMUNITY OF PRACTIC 08 | PART TWO

Sketch Book:

Final Outcome:

https://issuu.com/robertalor/

docs/cop08_sketchbook03

docs/cop08_finaloutcome03

PART THREE: VISUALISING FUTURE A.I. SCENARIOS

Speculating about the adoption and implementation of artificial intelligence in UK professional firms.

UNIT 10: COMMUNITY OF PRACTIC 08 | PART THREE

ABOUT MY PROJECT PROJECT OVERVIEW STATEMENT

Above: This image shows the final outcome of my publication

My third brief relates to visualising future A.I. scenarios through speculating the adoption and implementation of artificial intelligence in UK professional service firms. It was a six-week project and I was working in collaboration with project researchers and other GCD students. It was an interesting experience to work with different stage students, some of the works are inspiring. We explored how Platform Domination in 2030 scenarios could be visualised. My visualisation is taking a form of publication, illustration and information design. I aimed to simplify the research paper and make it easy to read.

Above: This image shows the content of the publication

UNIT 10: COMMUNITY OF PRACTIC 08 | PART THREE

WORKSHOP

IMAGINE THE FUTURE OF TRANSPORTATION

Above, Right: This image shows the workshop outcomes

At the beginning of the project, we worked as a group of four and discussed the future scenario of transportation. We came up with a lot of ideas and most of the ideas are related to automation and digital technologies. Our group believe automation will be the future trend of public transportation and some of the jobs will be replaced by machines. We also consider future urban development, such as Skyway, tunnels and living under the ground. The brainstorming selection was useful for us to imagine what might happen in the future. UNIT 10: COMMUNITY OF PRACTIC 08 | PART THREE

UNIT 10: COMMUNITY OF PRACTIC 08 | PART THREE

IDEAS DEVELOPMENT

UNDERSTANDING FUTURE A.I SCENARIOS | INSPIRATION | RAPID POTOTYPE | FEEDBACK UNDERSTANDING FUTURE A.I SCENARIOS The project researchers have developed three future scenario worlds. The titles of the scenarios are Bumpy Superhighway, Platform Domination, Value Kaleidoscope. As an international student, I found the concept in the research paper is quite difficult to understand, especially for people without A.I. knowledge or related background. Therefore, I tried to understand the different terms and visualise the research paper more simply. Such as providing diagrams or information graphics next to the text.

INSPIRATION When it comes to a difficult concept or ideas, I usually prefer reading an information graphic style book. Some textbook and reference book provide a simple diagram and summary after every chapter to recap the idea, which is useful for learning a new concept. Reference: The Visual MBA by Jason Barron The Visual MBA is illustrated by Jason Barron. He made sketch notes from his MBA course and presented it in simple drawings that anyone can understand.

FEEDBACK I found feedbacks from students and organisers are useful for developing a better solution. After we present our ideas, I received some feedbacks from academics through David. Comment: We enjoyed this project very much! You made complex content extremely accessible precisely more appealing and enjoyable to read/digest. Outcome: We would like to work with this student with an aim of including the work in NextGenPSF project. UNIT 10: COMMUNITY OF PRACTIC 08 | PART THREE

UNIT 10: COMMUNITY OF PRACTIC 08 | PART THREE

FINAL OUTCOME

VISUALISING FUTURE A.I. SCENARIOS | INFORMATION GRAPHIC

Above: This image shows how the final outcome of the publication

To sum up, future A.I. scenarios are something new to me and I enjoyed a lot in this project from reading to understanding a brand new concept. I am happy with the publication and I am looking forward to further developing my work and my skills in drawing and illustrating.

Above: This image shows the content of the publication UNIT 10: COMMUNITY OF PRACTIC 08 | PART THREE

Sketch Book:

Final Outcome:

https://issuu.com/robertalor/

docs/cop08_sketchbook04

docs/cop08_finaloutcome04

PART FOUR: D&AD MARTINI

Encourage people to choose time for friends during MARTINI TIME

COLLABORATE WITH Bobbie Galvin & Pauline Razel

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FOUR

ABOUT OUR PROJECT PROJECT OVERVIEW STATEMENT

Above: This image shows the final outcome of the campaign

My fourth brief aims to encourage people to choose time for friends during MARTINI TIME. The overall design problem was to create a brand experience that celebrates MARTINI’s campaign idea “Let’s Make Time” beyond the traditional advertising. In this project, I collaborated with Bobbie Galvin and Pauline Razel. My role was mainly responsible for promotional materials and overall presentation, such as poster design, web design, game design and pitching slides. We all came from strategy and identity platform and we feel happy that we can continue our collaboration this semester.

Above: This image shows a free drink ticket

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FOUR

UNDERSTANDING THE BRIEF

D&AD KEYWORDS EXERCISE | RESEARCH | 5C ANALYSIS | 5W1H QUESTIONS (ENQUIRY)

Above: This image shows some of our notes from the group meeting

At the beginning of the project, our team analysed the brand's position by understanding the 5Cs, including company, consumer, competitor, channel and category. We selected 16 keywords from the brief and narrowed it down to 2 keywords: Aperitivo and Intimate. Our team believes that Martini is a brand who celebrates the power and importance of quality time spent with close friends. Some forces oppose this power of connection like the technological economy and digital communication. We never leave the office because we walk home with it in our hand, and we are more prone to loneliness than those 72

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FOUR

before because we now see our friends in the virtual world than the physical one. We feel more isolated. These are the forces that we need to come together to oppose and Martini is the key. We felt that â&#x20AC;&#x153;Martini timeâ&#x20AC;? would be a time to bring together the forces that oppose this disconnected digital world to find balance. Martini could balance urban and nature, like the time we spend on social media with our friends and the time we see each other face to face. It would relate to forces like Friendship, teamwork and sense of belonging.

GROUP MEETING THE BIG IDEA AND INSIGHT | IDEAS DEVELOPMENT

Above: This image shows the ideas development of our project

Our idea for bringing MARTINI TIME into the physical world is to create an event where our audience could experience a world where you can be in the moment and connect with others. Whether that's making your own “Martini Time” with friends by learning how to make your drinks; playing games that take you away from the screen of your phone and to interact with the people there and then; listening to music not only through your headphones or a speaker, but from the instruments that made the music.

Our event brings to life the essence of what MARTINI TIME means: - Friendship/Family - Enjoyment - Teamwork - The natural world - Sense of community/belonging - Being in the moment physically not virtually

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FOUR

WORKING PROCESS

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FOUR

FINAL OUTCOME

A FULL PRESENTATION OF OUR PROJECT FOR D&AD MARTINI BRIEF

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FOUR

FINAL OUTCOME

A FULL PRESENTATION OF OUR PROJECT FOR D&AD MARTINI BRIEF

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FOUR

Sketch Book: https://issuu.com/robertalor/ docs/cop08_sketchbook05

PART FIVE: D&AD HSBC

Illustrate HSBC’s brand promise ‘Together we thrive’

COLLABORATED WITH Matt Tam, Sharine Chan & Ella Alder

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FIVE

ABOUT OUR PROJECT PROJECT OVERVIEW STATEMENT

Above: This image shows the illustration for the Diversity pillar of the HSBC brief

My fifth brief illustrated HSBC’s brand promise ‘Together we thrive’. The overall design problem was Bring to life HSBC’s brand promise ‘Together we thrive’ through an illustration or animation led airport activation. In this project, I am collaborating with Matt Tam, Sharine Chan and Ella Alder. My position is mainly bringing different research and ideas for the HSBC brief, and making prototypes to push our work forward. However, due to COVID-19, we were unable to meet up and submit our work. Therefore, this is an unfinished piece of work. I am looking forward to collaborating with my team in future.

Our team wanted to focus on the presentation of five pillars. ‘Open, dependable and connected’, HSBC’s brand values, feeds into HSBC’s five underlying pillars of human prosperity that HSBC is actively involved in through its core business and social responsibility activities, including sustainability, trade and commerce, education, diversity and inclusion as well as sport. Our audience will be everyone and those who set foot in an airport environment, along with an international mindset and a love of travel who are excited about the opportunities the world has to offer. UNIT 10: COMMUNITY OF PRACTIC 08 | PART FIVE

INITIAL IDEA

ORIGAMI IDEAS | ANIMATION | TRANSFORM TO FIVE PILLARS

Above: This image shows the initial ideas for the HSBC brief

ORIGAMI IDEA At the beginning of the project, our team studied and analyzed the brief by finding keywords, drawing diagram and putting ideas on a piece of paper. As a team of four, we came up with more than five ideas and we were excited to test out different ideas. Our initial idea is to use the logo element to make a square paper for origami and create an animation for the transformation of the HSBC brand. 84

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FIVE

Above: This image shows the HSBC origami idea inspired by its logo

BRAINSTOMING

ILLUSION IDEA | SUPER GRAPHIC | DOUBLE MASSAGE

Above: This image shows the mindmap and research for our project

Above: This image shows the illusion, super graphic and layout idea UNIT 10: COMMUNITY OF PRACTIC 08 | PART FIVE

PLAYFUL IDEA

TANGRAM IDEAS | PLAYFUL | TRIANGLE | TRANSFORMATION

Above: This image shows the development of tangram idea

Bottom: This image shows a cut and stick exercise provided by Yukari Ono

TANGRAM IDEA

CREATIVE ACTIVITY

Our team selected red triangles as a representative brand element of HSBC. We came up with a playful idea by arranging different triangles and forming new objects that can present HSBC banking services.

This is a creative worksheet designed by Yukari Ono, she inspired me to play with the elements of simple shapes, such as square, circle and triangle. It is interesting to see what possibilities can be designed with simple shapes like a triangle.

We also thought of creating a series of icons and designing a pattern for the HSBC brand. We wanted to develop a red pattern icon background that can be applied in different environments. 86

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FIVE

GROUP MEETING

COMBINING DIFFERENT IDEAS | COPYWRITING | ART DIRECTION

Above: This image shows the ideas development and concept of our project

Right, Bottom: This image shows an example of the combining idea

TOGETHER WE THRIVE

THE IDEA

Sport: Strive to be your best

Our team came up with an idea of combining different elements from the HSBC five pillars. Our concept is to merge different elements according to its shapes. Take sport as an example, we can combine golf, badminton and cycling with a circle shape.

Trade: Trade, has no border Sustainability: Todayâ&#x20AC;&#x2122;s action for the better tomorrow Diversity: We are more alike than different Education: Opportunity for all

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FIVE

IDEAS DEVELOPMENT WORKING PROCESS | TESTING DIFFERENT IDEAS

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FIVE

IDEAS DEVELOPMENT WORKING PROCESS | TESTING DIFFERENT IDEAS

UNIT 10: COMMUNITY OF PRACTIC 08 | PART FIVE

SUSPEND: UNEXPECTED JOURNEY

Everything has changed due to Coronavirus, we can't go back to normal... So our team has suspended the HSBC project and hopefully, we can collaborate again in future.

UNIT 10: COMMUNITY OF PRACTIC 08 | UNEXPECTED JOURNEY

MY ANXIETY JOURNEY

24 HOURS IN A PROTECTIVE CLOTHING | COMPULSORY QUARANTINE | MOVING & SHIPPING

From optimistic to depressed... From energetic to exhausting... I believe most of us are having an individual challenge and we are trying our best to fight back...

UNIT 10: COMMUNITY OF PRACTIC 08 | UNEXPECTED JOURNEY

Top, Left: 17 March 2020 | Last day at CSM, our final D&AD HSBC group meeting

Top, Right: 18 April 2020 | Arriving the Hong Kong International Airport

Middle, Left: 7 April 2020 | Packing my three-years work, moving furniture and shipping all my stuff back home

Middle, Right: 18 April 2020 | Going to the Asia World-Expo for a compulsory COVID-19 testing

Bottom, Left: 17 April 2020 | Travelling from London to Hong Kong

Bottom, Right: 18 April 2020 | Waiting for Deep Throat Saliva result from Temporary Specimen Collection Centre

UNIT 10: COMMUNITY OF PRACTIC 08 | UNEXPECTED JOURNEY

Top, Left: 19 April 2020 | During the 14 days quarantine period, I am putting on a wristband tracker

Top, Right: 20 April 2020 - 4 May 2020 | D&AD MARTINI group meeting (conference call)

Middle, Left: 20 April 2020 | Staying home safe

Middle, Right: 4 April 2020 - 28 May 2020 | GCD Study group, giving feedback and supporting each other

Bottom, Left: 3 May 2020 | Finishing 14 days quarantine and meeting my pets

Bottom, Right: 17 June 2020 | Finally my work arriving Hong Kong

UNIT 10: COMMUNITY OF PRACTIC 08 | UNEXPECTED JOURNEY

Design & printed by Wing Lor (Roberta), Central Saint Martins, 2020