SENIOR THESIS PROJECT : Stephanie Audria Wirawan LABEL
CONTENT
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Advertising & Graphic Design | CCAD Class of 2018
STEPHANIE AUDRIA WIRAWAN SENIOR THESIS PROJECT_01
Advertising & Graphic Design | CCAD Class of 2018
TABLE OF CONTENTS
01
02
SUBJECT MATTER TOPIC OF INQUIRY PROGRESS RESEARCH MENTOR PROPOSAL
PLANNING INTERACTIVITY SCHEDULE BUDGET CONTINGENCY PLAN
03
04
PRODUCTION & PROMOTION BRANDING ART DIRECTION CRAFT & COMPUTATION MATERIAL AND CONSTRUCTION TEST
EXHIBITION THESIS SHOW DETAIL SPACE DELIVERABLES LOGISTICS
SUBJECT MATTER Topic of Inquiry
TRAVELLING INDONESIA INTERNATIONAL STUDENTS UNKNOWN GEMS “THE LONG HAUL MADE WORTH IT” WANDERLUST SENSE OF HAPPINESS LIVING IN THE MOMENT MEMORIES
FAMILY BACKGROUND CHINESE-INDO REPUTATION TRADITIONS CULTURE HERITAGE EMBRACING CHRISTIAN “UNITY” FELLOWSHIP COMMUNITY
RELATIONSHIP VALUES LOVE, FAITH LOYALTY FRIENDSHIP
WHAT MATTERS TO ME GOOD CAUSE PEOPLE IN NEED • HOMELESS • HUNGER • UNEDUCATED • NON-HYGENIC CLIMATE CHANGE • DEFORESTATION • FLOOD ANIMAL CRUELTY • HOMELESS PETS • ANIMAL TESTING
GIFTS UNIQUE MEANINGFUL “THE SMALL LITTLE THINGS THAT COUNT” SOMETHING FOR WE
FOOD ART TRICK FOOD AESTHETIC PALETTE
SUBJECT MATTER Progress
iDEATION 01. 09/07/2017 Something for we, is a gift shop idea where it promotes buying gifts for you personal events but by purchasing a gift, you are also buying a gift for someone in need hence the name something for we. This is inspired by project literacy where you write some positive words and it will be made into a pencil which will be provided to the people in need of them. You can even save them on this board with a lovely aesthetic which is what I am aiming for to give it some kind of interactivity. The gifts itself can be categorized to what good cause you believe in. This project is to promote and build a better community for all.
iDEATION 02. 09/14/2017 Going of the something for we kind of project. I’ve been researching regarding the one for one program that certain industries have implemented such as Toms. It’s caused slight problems with local stores and dependency on free stuff. However, I discover that they are trying to eliminate poverty or at least help ease poverty but this type of project actually retaliates and worsen the situation because of that “Free stuff” dependency and what they really need is the situation in the country to be better or provide jobs. Therefore, I’ve come up with a system of a gift shop where you first enter the birthdate of whoever your present is intended to. Then, the system shows you people with the same birthdate but they are the people who are less fortunate than you. Then, I am still battling with whether the audience could personalize their gift bags and have that same personalized gift bag sent to this person who has the same birth date but are less fortunate. I am still figuring that out but overall, I want to promote a gift shop with a good cause because the best gift is giving.
iDEATION 02.5 09/21/2017 I am set on the whole gift shop idea where people will punch in their birth date and it will connect them to less fortunate people with the same birthday as them and they can design/customize the gift to send to them or according to the budget that they have and then on their birthday, we (the gift shop) will send them a gift to thank them for their good deed. This way it creates a much more personal level of giving. I am thinking of calling the project “Something for We” and will look into Volunteers of America to get the data I need. I am wondering if I should do it for people around the world or just America (specifically Ohio as of now) or if I can just create a mock up data depending on the amount of time needed to make the ‘reach’ idea work. This way, my thesis will need branding, product and package design. I am thinking that the gifts will also be useful things like soap, water bottle, healthy snacks, and clothes. I will focus on the technology execution as well and installation to show which month you are born and where you are from and spread the love of giving.
iDEATION 3 09/28/2017 I’ve started reaching out to gift shops like Tiger Lily and Volunteers of America since my thesis revolves around giving and good quality product design. I have yet heard from them so my next process will be sketching the ideas for installation, packaging and the web data. 10/05/2017 Along the line of the concept, I will incorporate design to it as well so an installation of either giant birthday candles or a birthday card and the audience are able to grab custom made stickers that goes with the brand labelled in horoscope style or monthly babies like “january babies” and they get to stick these stickers unto the installation after they have punch in their birth dates and bought a gift to someone of the same birthday. This is the design aspect to my thesis project. They can even take home the stickers or maybe I might make pins or chips. Other than just for the design aspect, this will show just how many people are born each second and how wonderful it is to have life itself and how it should be celebrated no matter who you are.
SUBJECT MATTER Research
SOCIAL IMPACT
The One-for-one Business Model: Avoiding Unintended Consequences In 2006, Andreas Widmer and his Seven Fund, a social equity venture fund, awarded Toms Shoes a prize as a model for an innovative enterprise solution to poverty. The award was given, in part, because of the company’s implementation of the so-called one-for-one business model, which means that for every pair of shoes that a customer bought from Toms Shoes, the company would give away a free pair to someone who needed shoes. “We were impressed by Toms Shoes’ enthusiasm and their focus on entrepreneurship as a solution to poverty,” said Widmer, now the director of entrepreneurship programs at Catholic University. A couple of years later, though, he had second thoughts about the one-for-one model. “The unintended consequence is that, of course, there is a local cobbler who actually makes shoes and sells them. Can you imagine what happened to
that guy the day the truck showed up with Toms shoes? Why would you go buy something if you could get it for free? And then, to add to this complex situation, that truck doesn’t show up all the time. That wreaks havoc on a lot of businesses, especially smalland medium-sized ones.” Widmer believes that Blake Mycoskie, the founder of Toms Shoes, means well. But, Widmer is concerned that the one-for-one business model — and many of the companies that have adopted it — are unintentionally causing as much harm as good. “Mycoskie has a good heart. But, I have matured to see that following the heart to fight poverty is a terrible idea,” Widmer notes. “It pleases you more than it helps anything. To give anything is always a bad idea when you’re trying to fight poverty.” (Toms Shoes’ one-for-one model has evolved in recent years in part as a result of such concerns.) The one-for-one business model has catapulted to prominence since Toms adopted it. Since 2006, Toms has given away more than 35 million pairs of shoes in 60 countries. Scores of similar businesses, selling a wide
range of products, have followed suit. Warby Parker sells and distributes eyeglasses; Roma Boots sells and gives away boots; Nouri Bar donates a meal for a hungry child for every nutritional bar it sells; Sir Richard’s sells and donates condoms; KNO Clothing gives away clothes and donates to homeless shelters; Soapbox Soaps donates a month of water, a bar of soap, or a year of vitamins for each soap product it sells, and so on. A Winner in Marketing Many say that from a marketing standpoint, the model is a winner. “We know from research that people are most motivated to help when they feel a connection to those whom they’re helping,” notes Deborah Small, a professor of marketing and psychology at Wharton. “It is easier to connect to a person than to an abstract action. So if a company is giving 10% for research, it’s hard to feel passionate about that. But if you are putting glasses on a poor child’s face, there is a very direct connection. It’s psychologically a smart strategy to connect one donor to one recipient.” READ MORE http://knowledge.wharton.upenn.edu/article/one-one-business-model-social-impact-avoiding-unintended-consequences/
MARKET RESEARCH REPORT Shop around: Consumer spending will rebound, but online competition will stifle growth Revenue for the Gift Shops and Card Stores industry is continuing to rise as consumers increase their amount of discretionary spending. Improved per capita disposable income has allowed consumers to travel more in the five years to 2017 and purchase goods at industry operators. However, increasing competition with e-commerce and discount retailers have caused many small stores to close. In the next five years, the industry is anticipated to continue benefiting from rising disposable income levels and tourist activity.
GIFT SHOPS & CARD STORES
https://www.ibisworld.com/industry-trends/market-research-reports/retail-trade/miscellaneous-store-retailers/giftshops-card-stores.html
Date Published: September 2017
BETH BREEZE RESPOND TO CHARITIES AID A CAF spokesman said: “Obviously Dr Breeze makes some very interesting comments about the daunting financial concerns facing many younger people in society today. Our report is all about stimulating debate about how charities can engage with younger people in the long term and encourage people in society of all generations to engage with charities and give what they can. “We are not saying anyone in society is mean. We are saying there are trends out there over the years and it’s important to debate what these trends are and what the government and the sector working together can do to engage as many people as possible in giving.”
FOUNDATION
DONATION DEFICIT http://www.thirdsector.co.uk/academic-says-concerns-decline-giving-young-people-overblown/ fundraising/article/1151586
Date Published: 25 September 2012
SUBJECT MATTER Research
BUSINESS
Retail In Crisis: These Are The Changes BrickAnd-Mortar Stores Must Make There is a crisis in retail. During the 2013 holiday shopping season, U.S. retailers received approximately half the holiday foot traffic they experienced just three years ago, according to ShopperTrak. With consumer confidence growing in leaps and bounds, the decline in foot traffic signifies a tectonic shift in the way consumers shop and buy. Today’s consumers lead busy lives and shopping takes time. Often it is a task. Consumers find researching and shopping on the Web far more convenient than brick-and-mortar visits. Although in-store excursions can still be fun, in many ways shopping online or via a mobile device offers a better overall experience, whether from the couch after the kids are in bed, on a mobile phone during a quiet moment at lunch, or on the go. In many instances, customers have access to more information online
than when talking to an in-store sales associate. Online reviews and price comparisons enable them to feel more confident in their buying decisions and free shipping offers are a fixture of the online marketplace, especially during the holidays. Returns have even become easier than ever before. The Future Of The Store As consumers increasingly engage digitally and make fewer trips to stores and malls, there are serious questions about how brick-and-mortar stores that were once the center of consumerism will transform. Certainly retailers may close underperforming stores and consolidate locations, but more fundamental changes also must occur, such as: Turning the store into a fulfillment center. Amazon is rapidly expanding fulfillment centers, and locating them near major metropolitan areas in an effort to locate key high demand products close enough to efficiently serve same-day or next-day delivery. Retailers have more limited warehouse infrastructure for their online businesses, but may have a big advantage in many store locations nationally and even worldwide. In
the 1980s and 1990s, many retailers pushed to have all their stock on the sales floor. But now we may see stores remodeled to add direct order fulfillment and stocking in the back-office, limiting the assortments stocked on the floor. This will require system investments and operational changes, but these are critical for competing long-term with the likes of Amazon and other resourceful retailers. Take the in-store experience to a different level. Many retailers believe that if they stock the shelves, keep the lights on and staff just enough sales people to ring up customers and prevent shoplifters from walking off with merchandise, they have done their jobs. So it’s no wonder that consumers turn to their smartphones to find answers to their questions. Retailers must focus on the experiences in their stores and digitally enable their associates to be at least as knowledgeable as the customer is about the products they sell. Shopping for fun is not dead – customers still enjoy exceptional brick-and-mortar events. When customers come into the store, reward them with a great experience – both in terms of brand and service. READ MORE https://www.forbes.com/sites/jeremybogaisky/2014/02/12/retail-in-crisisthese-are-the-changes-brick-and-mortarstores-must-make/#7f89b02b13f9
SUBJECT MATTER Mentor
Tigertree opened in March 2007 in a small alley in the Short North District of Columbus, Ohio. Owners Josh and Niki Quinn had only intended to spend six months in Columbus on their way from their old home of Los Angeles to the East Coast. After falling in love with the city (and the Short North in particular), they decided to stay in a community they felt they could have a bigger impact. After a year in the alley, they were ready to expand to a more visible location on High Street, followed two years later by another expansion into the space in which Tigertree now resides. Originally designed to work around the couple’s own line, Maxine Dear, Tigertree quickly developed a personality of its own. Established brands like Ben Sherman and Levi’s dovetail with up-and-coming lines such as Dear Creatures and Native Youth. Tigertree also provides one of the city’s more interesting mix of gift, home, vintage and accessory items. An informed staff is always there to share stories and information about the lines carried in the store and to help you pick out the perfect outfit or gift.
What inspired you to create Tiger tree? How was the branding or design developed in Tiger tree? (how did you come up with the name, the logo and color itself) 3) What would you say the aesthetic of Tiger tree is? 4) Who designs the products? 5) Who is your tar-
Tigertree INTERVIEW QUESTIONS
1) What inspired you to create Tiger tree? 2) How was the branding or design developed in Tiger tree? (how did you come up with the name, the logo and color itself) 3) What would you say the aesthetic of Tiger tree is? 4) Who designs the products? 5) Who is your target audience? 6) How do you promote Tiger tree? What marketing strategy have you implemented for Tiger tree? 7) Any challenges that Tiger tree has faced? How did you overcome it? 8) What is the overall mission of Tiger tree?
Josh Quinn & Niki Quinn Tigertree Owners (614) 299-2660 hi@shoptigertree.com
We started as a wholesale brand, making handmade items from discarded library books that we repped ourselves. We were really inspired by all the small shops that we discovered while selling our brand. The first book that we made was something from was an english textbook called Tigertree. Our friend and incredible designer, Jon Klassen, made the logo for us. It was inspired by a casino building on the Canadian side of Niagra Falls (where Jon is from). The aesthetic we portray woud be fun, colorful, playful. We occasionally make screen printed Tees but everything else is is from third party vendors. We pride ourselves on having a really wide demographic from high school kids to grandparents. We don’t do much marketing at all- some ad roll stuff online is about it. haha being a small business is a challenge every day. We have to overcome it every day. Retail is very busy, we get hundreds of email coming in on a day. We have a staff at Tigertree that’s happy to guide you through our products all the time.
At Volunteers of America, we are more than a nonprofit organization. We are a ministry of service that includes nearly 16,000 paid, professional employees dedicated to helping those in need rebuild their lives and reach their full potential. Through our hundreds of human service programs, including housing and healthcare, Volunteers of America touches the lives of more than 1.4 million people in over 400 communities in 46 states as well as the District of Columbia and Puerto Rico each year. Since 1896, we have supported and empowered America’s most vulnerable groups, including veterans, at-risk youth, the frail elderly, men and women returning from prison, homeless individuals and families, people with disabilities, and those recovering from addictions. Our work touches the mind, body, heart — and ultimately the spirit — of those we serve, integrating our deep compassion with highly effective programs and services.
Our Name The name Volunteers of America was selected when the organization was founded 121 years ago. It signified that the organization was comprised of people voluntarily choosing to help others. In those days, a volunteer was anyone who was committed to a mission or cause. Since its earliest days, when Volunteers of America brought food, medicine and comfort to people not served by other charities, volunteering has been instrumental in every aspect of the organization’s ministry of service. Today, our services are delivered through a partnership of professional staff, volunteers and other community supporters.
Volunteer of America
INTERVIEW QUESTIONS 1) You are familiar with the giving events, how do you select the people/recepients? 2) How does the whole giving event work? 3) How would you advertise these events? 4) Is there any stigma that sticks with the recipients? 5) How do you best match the people and recipients? 6) How does the database work? 7) Any privacy issue between both parties? 8) What should I avoid and consider in a giving project? 9) Would u consider partnering with an individual business/gift shop? 10) How could u imagine a partnership working?
Stephanie Aubill Marketing Communications Manager Volunteers of America of Greater Ohio (614) 372-3102 | (614) 745-6171 stephanie.aubill@voago.org
We have several types of programs and services and it depends on the clients we receive. For example, if they were homeless, our mission is for them to not be homeless anymore so we provide a variety of services such as getting them into housing, employment training, or putting them into financial literacy classes and we have treatment for those who are addicts. We get referral from other agencies, so when a homeless person go into an emergency shelter they are then referred to our programs and there are eligibility requirements which then again depend on the programs. If they are a veteran and wanting to get into our veteran program, we check if they were honorably discharged or not and if they are really homeless or if there’s another place they could stay in. This is the way Volunteers of America works. So thoughts on your thesis project, I think that it really helps connect people and a cool idea. I don’t think that it would matter to put a group or classification such as gender and age towards the recipients as this may cause discrimination (eg. people thinks that ‘single man’ might not be as favorable compared to an “orphan girl’) and it defeats the purpose of connecting people of the same birthday. It would work best to match them at random and only having their birthday as the similarity.
SUBJECT MATTER Proposal
PROPOSAL SUMMARY Something for We is a gift shop with a mission to give because giving is the best gift after all. The gift shop will reach out to the less fortunate people and build a database filled with their information and most importantly their birth date as well as their birthday wish. The consumers or targeted audience that visits the shop get to enter their birth date and be matched to the recipients with the same birth date as them. The consumers then fulfill anything on the wish list and can even customize certain feature of the gift such as note card, color of wrap and add ons. The recipients receive the gift on their birth date and consumers will in return receive a custom gift from the store for their good will! The store will have a survey at the end of the gifting experience, with questions that can let the store know what kind of gift best suit the consumer. Consumers can only participate at least a week before their actual birth date as shipping will take time. In the case that they come in on their birth date, the gifting and received gifts will be coming in late and we will let the consumers know ahead.
GIVING A GIFT CAN OPEN DOORS; IT GIVES ACCESS TO IMPORTANT PEOPLE! Proverbs 18:16 NLT
Something for We | GIFT SHOP
ASSESMENT The study released by CAF last week was by Professor Sarah Smith of the University of Bristol. It showed that the gap between donations made by people over 60 and those under 30 had widened sharply over the past 30 years. Younger generation or millenials are facing daunting financial concerns, such as paying increased tuition fees and putting down a deposit on a house, which mean they cannot prioritise philanthropy just yet. Also, another concern from Andreas Windmer, a social equity venture fund, believes that Blake Mycoskie, the founder of Toms Shoes, means well. But, Widmer is concerned that the one-for-one business model — and many of the companies that have adopted it — are unintentionally causing as much harm as good. “Mycoskie has a good heart. But, I have matured to see that following the heart to fight poverty is a terrible idea,” Widmer notes. “It pleases you more than it helps anything. To give anything is always a bad idea when you’re trying to fight poverty.” “The unintended consequence is that, of course, there is a local cobbler who actually makes shoes and sells them. Can you imagine what happened to that guy the day the truck showed up with Toms shoes? Why would you go buy something if you could get it for free? And then, to add to this complex situation, that truck doesn’t show up all the time. That wreaks havoc on a lot of businesses, especially small- and medium-sized ones.”
“We know from research that people are most motivated to help when they feel a connection to those whom they’re helping.” Deborah Small
Something for We | GIFT SHOP
ASSESMENT
So this gift shop is a way to encourage younger demographics to give. Even though it may be in a small quantity, I think the concept will be interesting and personal relating to birth dates. Also, not to disrupt local stores, it will be done annually on their birth date instead of a surge of free stuff every week and it will
be designated to recipients that are willing to participate and meet the standards of becoming a recipient. The gift shop can even exist on an online platform without retail, so consumers are one click away from generous giving. One click away from making someone out there happy on their birthday!
Something for We | GIFT SHOP
PLANNING Interactivity
PROCESS Something for We will have a couple of elements to really imagine what it could be like to have this gifting project and here’s a list of the completion of the project to be displayed for a possible thesis show. It will have the main attraction, a design element to aid the interactivity, a mock up of the product itself, informative and explanatory deliverable as well as a decor element to amplify the celebration.
LIST OF COMPONENTS MONITOR DISPLAY STRUCTURE ( Ipad, mold structure, logo signage )
WEB INTERFACE
( landing, content, match-up, purchase, survey )
DESIGN ELEMENT
( giant birthday card, decorative, *stickers )
PRODUCT MOCKUP
( packaging, logo emblem, brochure, gifts )
DECOR ELEMENTS
( balloons, gift boxes, confetti )
Something for We | GIFT SHOP
PLANNING Schedule
TIMELINE WEEK 1
WEEK 2
WEEK 3
WEEK 4
BRANDING
WEEK 5
WEB INTERFACE
JAN
MATERIALS
BUILDING
FEB
BUILDING MAR
BUILDING
FINISH UP
APR
THESIS SHOW WEEK MAY
The branding and web interface will take place first and then we will be gathering the materials needed to build the monitor display, design element card, and the decor which includes balloons, gift boxes and the sample packaged gift box materials. Towards the thesis show week, I will wrap things up and possibly have an explanatory video or infographic made during this time.
Something for We | GIFT SHOP
PLANNING Budget
CAPITAL BREAKDOWN $500-$700
DECORATIVE ELEMENTS
• BALLOONS • PRESENTS • WRAPPERS • CONFETTI • NOTE CARDS • ETC
EXTRAS/MISC
MONITOR DISPLAY MATERIALS
• CARDBOARD • PAPER • WOOD
Capital breakdown will be a budget of $500 for now. I’ve researched and first thing I need to get is the monitor which will cost around ($125-300), then the decorative elements, I am hoping to spend not more than $150. The rest is extra money to purchase any other materials for building. I am planning to use cardboard/wood for the monitor display stand.
Something for We | GIFT SHOP
PLANNING Contingency Plan
PLAN B
My plan B would be to provide a real hands on experience of customizing the gift for Thesis show. After customizing the gift, I would like the audience to give away that gift and then take other gifts that other people have made. This way, it portrays the concept of giving that I would like to show. The
web interface is a must go. People might interact with it or it will be a prototype display and you can click away and see the different screens and the concept that I am trying to go with. Decorative elements will still be a go and it should follow the brand image I want to show. Balloons, gift and birthday signs.
Something for We | GIFT SHOP
PRODUCTION & PROMOTION Branding
LOGO
The logo consist of vectors of what the gifts could look like hurdled together to create a circular shape. The most important symbol would be the hands that are joined together forming a heart shape, which is my overall concept: giving and helping one another. The next one would be the gift symbol that could be a stand alone logo symbol as well. It is at the bottom because all the gifts pop out of it into the air.
Something for We | GIFT SHOP
COLOR PALETTE
FONTS
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Avenir Font Family
SEMESTER II PROJECT_01
Advertising & Graphic Design | CCAD Class of 2018