Change Makers

Sponsored by

Student Design Awards 2012/13

Change Makers

Awards There are two awards for this brief:

Use design to eliminate waste, overproduction or excessive consumption

Paid internship at Waitrose in the – up to four A3 boards (max. four) showing Graphic Design Team design development and final designs Renumeration: £2,500 – ‘The Big Idea’ – a short, typewritten text (in addition, the winning student will (max. 250 words, sans serif, 14pt type) also receive a Royal Mail cash award of that captures your idea and helps the jury £1200, for a total payment of £3,700) to quickly understand your solution, the Duration: 12 weeks process by which you reached it and the Location: Waitrose Headquarters, benefits you believe it will create Bracknell, Berkshire – one sketchbook (photocopied pages The winning student will have the from your sketchbook will be accepted) opportunity to work in the small but illustrating development of your solution highly productive graphic design studio at in response to the brief the business headquarters in Bracknell, Berkshire. The placement will provide All work (except sketchbooks) should real working experience and the student be submitted on A3 lightweight card can expect to complete more than one or foam board and all items (boards, piece of published work. This will involve sketchbook, written statement) should taking the brief, presenting their own have an RSA label on the back. Please creative work and managing production, do not submit work in plastic sleeves or which will include commissioning and in boxes. These requirements are in the art directing photography, illustration interests of students to ensure the safety and artwork. The scope is varied and of their work whilst in storage and transit, covers own label packaging, promotional and to ensure that it can be displayed for brochures, magazines, corporate identity judging in an efficient manner. and more.

Submissions are due by Friday, Paid internship at 22 March 2013 at 17:00. Please see Springetts Brand Consultants the Schedule of Key Dates for further Renumeration: £2,500 information. (in addition, the winning student will also receive a Royal Mail cash award of Further notes for entrants £1200, for a total payment of £3,700) You have a maximum of four A3 boards, Duration: 12 weeks a sketchbook, and a written summary not Location: Central London exceeding 250 words to communicate We are an independent UK-based, your solution to the judges. You have to international design consultancy working distil your weeks or months of work into on brands across many categories, a story that is digestible in a short period from the large and global to the small of time. Imagine it like an advert and sell and local. From brand creation and your work to the judges. the development of brand positioning strategies to maintaining the saliency Any models or mock-ups should be of well-established household names. submitted as photographs or print-outs The winning student will have the mounted on one of your A3 boards – do opportunity to work on a range of live not submit 3D work at this stage. If you projects in the office. are short-listed for interview, you are welcome to bring mock-ups and models, Please note that the judging panel may but for ease of judging at the first stage, decide on more than one winner for only 2D material is accepted. the awards above and will allocate the award/s accordingly.

Brief Create and produce a design solution that persuades people to consume less, reduce waste and to be more efficient with the planet’s resources.

Scope For the purposes of illustration only, the following would all be viable responses: – a persuasive communications campaign that promotes sustainable production and consumption – a behaviour change strategy or service that helps people consume less – a powerful graphic display of statistical information – a product whose lifecycle exemplifies cradle-to-cradle production – a product designed to serve for longer than usual and/or a product that can be easily repaired, eliminating the need for replacements – a learning toolkit for designers to better understand the impact of their design decisions – a product and service design combination that leads to the use of less materials … and many others are possible.

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RSA Projects Student Design Awards 2012/13 Website: www.thersa.org/sda Email: design@rsa.org.uk Page 17/20

Submission requirements Entries should comprise of the following:

Change Makers Page 1/2

How this brief will be judged 1 2 3 4 5 6

Social benefit 10% Research 20% Design thinking 20% Commercial awareness 10% Execution 30% Magic 10%

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Judging criteria There are six judging criteria that your entry will be measured against:

demand on natural resources is putting massive pressure on the environment we depend on.

1 Social benefit How does your design Even though climate change has been benefit society? on the agenda for many years, we still 2 Research Where did you go to research seem to be stuck in a state of denial this issue? Whom did you speak to or and confusion. Society wants to act but interview? What questions did you ask? does not know what to do or how to do it.

What did you learn?

Now there is a role for designers to help 3 Design thinking We want to know galvanise permanent behaviour change about your thought processes and in two important ways: insights. Your insights might be research- – by re-educating themselves to embed based or intuitive, or a combination of ‘closed loop thinking’ into the design both, but the judges want to see you process to improve understanding of the relate the final concept clearly to these impact of their own design decisions insights. What journey did you go through – by helping people understand what to get to the final result? they can do to address issues of over4 Commercial awareness Does your production and over-consumption design make sense from a financial point of view?

Designers must take action by taking 5 Execution We are looking for a design a leading role in sustainable-led design that is pleasing and looks and feels welland design education. Designers must resolved create intelligent design which focuses 6 Magic We are looking for a bit of ‘magic’ on being more resourceful, reducing – a surprising or lateral design solution the environmental impact of products that delights and services and promoting positive behaviour change.

Judging process Please see the Entry Pack for more There is an increasing awareness that information on the judging process, our consumerism comes at a huge cost including key dates you should be aware to the environment and that ‘less and of through Spring 2013. better’ is a more sustainable approach.

Moreover, the purchasing power of Background the citizens in the world’s wealthiest We are living in a society where we countries is not matched by their greater demand bigger, better and more. As a happiness. What if design today took result of this demand and our consequent as its objective not the creation of new consumption, we are using 50% more things but the elimination of things resources than our planet can provide.1 or processes that contribute to the These statistics are even worse in the depletion of resources? developed world. If everyone lived like people in the UK, we would need three The focus of this brief is you, the planets to survive. If our patterns of designer, to use your skills to promote consumption in the UK were repeated positive behaviour change through around the world, by 2050 we would communication and education and need an extra eight planets. This runaway through the sustainable design of products, services and strategies.

1 WWF Living Planet Report – May 2012 It centres on the impact of your professional practice, your decisions, and RSA Projects the processes you use. Whilst what you Student Design Awards 2012/13 do must have maximum impact on your Website: www.thersa.org/sda audience, it must also have minimum Email: design@rsa.org.uk impact in its resource use and ultimately Page 18/20 on the planet.

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Sponsor information Waitrose Waitrose values highly the role of good design when communicating with its customers. Waitrose is the food retailing arm of the John Lewis Partnership, and has over 170 branches throughout England, Scotland and Wales.

Springetts Brand Consultants Springetts is one of Britain’s foremost design and brand development consultancies. For over 25 years, Springetts has helped countless clients develop their brands, from corporate to product, global to local, from long established to new.

From its earliest days, Springetts has had an idiosyncratic approach to recruitment and the consultancy only employs new graduates. Through involvement in branding, packaging, corporate identity and print Springetts aims to give the latest recruits a taste of these different disciplines. The result is a company of 43 switched on people (who also know how to switch off!) who are grounded with design and creative qualifications then trained and developed through the marketing and business management guidance we provide.

Change Makers Brief devised in collaboration with Nat Hunter and Sophie Thomas, Co-Directors of Design at the RSA Page 2/2

Schedule of Key Dates Key Dates for submission of Entry Forms, Fees and work

Student Design Awards 2012/13 Deadline for Entry Form(s) and Fee(s) for all projects

Friday 22 March 2013 Please register by this date using our new online registration system, available from January 2013 at www.thersa.org/sda If registering by post, please ensure your Entry Form(s) and Fee(s) are postmarked by this date. Entry Form(s) and Fee(s) should be sent under separate cover – not with your entry – to: RSA Student Design Awards Registrations 8 John Adam Street LONDON WC2N 6EZ UK

Submission period for all project entries

Monday 11 February – Friday 22 March 2013 Regardless if you register online or by post, you must send your entry in by post to Brooks Transport.

Entries will be accepted at Brooks Transport Services Ltd on any weekday within the dates stated above between 09:00– 17:00, excluding weekends and bank holidays. Entries arriving after 17:00 on Friday 22 March 2013 may not be accepted.

Please remember that all entries should be sent or delivered to: Brooks Transport Services Ltd Unit 2/15 Second Avenue Bluebridge Industrial Estate Halstead ESSEX CO9 2SU UK All entry forms/fees should be sent or delivered to:

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RSA Projects Student Design Awards 2012/13 Website: www.thersa.org/sda Email: design@rsa.org.uk Page 4/20

RSA Student Design Awards Registrations 8 John Adam Street LONDON WC2N 6EZ UK