Documentation, Final Project
Communication Design
2012-2016
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3
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A project by Vidit Gupta Mentored by Lolita Dutta
Copyright Š Pearl Academy A-21/13, Naraina Industrial Area, Phase II, New Delhi, Delhi 110028 www.pearlacademy.com Made in 2016 by Vidit Gupta CD Cohort (2012-16) Printers | Mehul Print Services A-31 Naraina Phase-1, New Delhi Papers by Mohawk Strathmore Platinum White Wove
Project Report, Vidit Gupta
Declaration
I hereby declare that the project work entitled “Offset� submitted to Pearl Academy is a record of an original work done by me under the guidance of Ms. Lolita Dutta, Mr. Manas Barua, and Mr. Tejinder Singh. This Project work is submitted in the partial fulfillment of the requirements for the award of the degree of Bachelors in Arts (B.A) honors in Communication Design and has not performed the basis for the award of any associateship/fellowship and similar projects if any.
| Declaration
“EVERY DESIGN OUGHT TO BE SUSTAINABLE DESIGN, MEANING SOMETHING PEOPLE REFUSE TO TRASH” — SATYENDRA PAKHALE
Sustainability in Design Design adds value and gives visual form to various forms of contents , products and ideas. Design is half science and half art and the capability to tackle various facets at the same time without knowing the outcome is the real delight. As one tries to understand the multifaceted direction that design can take in order to approach sustainability, is as wide as we can imagine.
| Title of Research
Acknowledgment
“It is not possible to prepare a project without the assistance and guidance of other people. My project is certainly no exception.” On the very outset of this documentation of my project I would like to extend my deep gratitude and obligation towards my mentor Ms. Lolita Dutta who helped me in this endeavor. Without her active guidance, help, cooperation and encouragement, I would not have made headway in the project. I am extremely thankful and pay my gratitude to Mr. Manas Barua for his constant support. I would also like to thank Mr. Tjiender Singh for all the technical help; Joytsana Ragunathan, Manish Barodia and Kavita Singh Kale for the constant feedback. I would also like to thank my college Pearl Academy for all the exposure and various workshops. I also acknowledge with a deep sense of reverence, my gratitude towards my parents and members of my family, who have always supported me morally as well as economically. At last but not the least I would also like to acknowledge my friends who have supported me directly or indirectly in completing my project. — Vidit Gupta
| Acknowledgment
Contents
Phase 1 1.1/ Abstract 1.2/ Introduction 1.3/ What is Sustainability? 1.4/ Principles of Sustainable Design 1.5/ Sustainability in Design 1.6/ Design Research
18 20 22 26 34 38
Phase 2 2.1/ Subject Research 2.2/ Social Context 2.3/ Market Competition 2.4/ Problem and Gap 2.5/ Design Scope 2.6/ Target Audience
44 66 68 70 71 72
Phase 3 3.1/ Swot Analysis 3.2/ Strategy Idea 3.3/ Unique Selling Propositions 3.4/ Proposition Support Points 3.5/ Design Brief
80 82 83 84 86
Phase 4 4.1/ Conceptualization 4.2/ Explorations 4.3/ Exhibition Design 4.4/ Packaging Design 4.5/ Visual Branding 4.6/ Final Renditions 4.7/ Creating Touch-Points
92 94 102 110 118 122 142
Reflective Note
145
Bibliography
146
Index
Understanding the basis of sustainability, and illuminating the various aspects in which sustainability can affect various aspects of our lives through different mediums...
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Pages 18 – 39
Abstract | Introduction | What is Sustainability | Principles of Sustainability | Sustainability in Design | Design Research
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ABSTRACT! This project aims to study the variou
life. The focus of the project is to study sustainab
to understand the various contexts in which desig
approach towards various practices of business a
various outlooks of sustainability and different tra
to see how sustainability affects the life of people
one truly understands the complete meaning of s
of the project is to communicate the holistic appr
environmental, social and economical aspects wh
attaining a holistic approach. This in return will he
sustained over a period of time. Though sustainab
a period of time but it does not mean that it is no
communicate this message through a movable m Phase 1
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us aspects of sustainability in which it affects our
bility in the context of design, specifically; so as
gn can help people achieve a more sustainable
and services. The project initially inspects the
ansliterations of the word. Its really fascinating
e from every strata, but the sad part is that no
sustainability. Therefore the re-framed objective
roach of sustainability that encompasses the
hile striking a balance between them and hence
elp people derive a service/system that can be
bility means something that sustains itself over
ot open to change. Therefore this project tries to
mobile exhibition. | Abstract
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The business case of sustainability is getting stronger. Creative thinking http://www.tol.ca/portals/0/FileShare/Engineering/14-177%20Environmental%20Sustainability.jpg
holds the key to sustainability.
Phase 1
Resources dedicated to sustainability are increasing.
Introduction As I started working on the project there were some few initial impulses that led me to choose this topic in the first place. These were as follows; (A) The business case of sustainability is getting stronger. (B) Creative thinking holds the key to sustainability. (C) Resources dedicated to sustainability are increasing.
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These impulses therefore encouraged me to also understand the role of the designer in this contemporary world. And what is the primary job of a designer. Some say that the job of a designer is to construct an attractive visual style and build on the aesthetics of a service whereas some think of a designer as the problem solver and a strategic thinker and a collaborator for businesses. In reality design is all of the above and much more than that, in this contemporary society. This study for the role of the designer finally helped me understand the responsibility of design towards sustainability and how do both of these incredible facets interact. This led me to the very basic which was opening up a dictionary and going through the basic definitions of sustainability. The following definition was the one that caught my attention the most; (The ability to be sustained, supported, upheld or confirmed in the environmental, social or functional context.) There was something very profound about this definition which was very simple but very complex at the same time and this led me to study sustainability more deeply and finally curate a project which tries to communicate the same in a very simple way.
| Introduction
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http://mediad.publicbroadcasting.net/p/kwgs/files/201602/sustainability-photo.jpg
The society usually only understands a singular aspect; whereas sustainability is the ability to be sustained, supported, upheld or confirmed in the environmental, social, economical and functional context.
Phase 1
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What is Sustainability? Sustainability is the capacity to sustain itself. It is how biological systems remain diverse and productive indefinitely. Long-lived and healthy wetlands and forests are examples of sustainable biological systems. In more general terms, sustainability is the endurance of systems and processes. The various definitions of sustainability are as follows : (A) able to be maintained at a certain rate or level. (B) conserving an ecological balance by avoiding depletion of natural resources. (C) able to be upheld or defended. Sustainability can also be defined as a socio-ecological process characterized by the pursuit of a common ideal. An ideal is by definition unattainable in a given time/space but endlessly approachable and it is this endless pursuit what builds the basis of sustainability. The philosophical and analytic framework of sustainability draws on and connects with many different disciplines and fields; in recent years an area that has come to be called sustainability science has emerged. Sustainability is studied and managed over many scales (levels or frames of reference) of time and space and in many contexts of environmental, social and economic aspects.
| What is Sustainability
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A Sustainable design not only satisfies the environmental aspect but also strikes a balance between the economical and the social context of the relative framework..:) Phase 1
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http://www.danielmichalik.com
Bacia Grande - Massive Cork Bowl The Bacia Grande bowl measures over two feet wide and 10 inches high. It is carved from a single block of high-density recycled cork. It has a rough tooled surface on the outside, and a smooth, leathery surface inside.
| What is Sustainability
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Principles of Sustainability The Five Core Principles The First Principle : Contains entropy and ensures that the flow of resources, through and within the economy, is nearly non-declining and is permitted by Physical laws. The Second Principle : Adopting an appropriate accounting system, aligned with the planet’s ecological processes and reflecting true, comprehensive pricing to guide the economy. The Third Principle : Ensures that the essential diversity of all forms of life in the Biosphere is maintained. The Fourth Principle : Maximizes degrees of freedom and potential self-realization of all Humans without any individual or group, adversely affecting others. The Fifth Principle : Recognizes the seamless, dynamic continuum Of mystery, wisdom, love, energy, and matter. The five domains underlying the principles interact and co-define one another and, as in a holographic image, each embodies the whole general scheme in its own sphere. Phase 1
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(The Project is studied in detail on the pages 30–33)
A balanced integration of all five principles is essential, however, for conceptualizing and realizing sustainability as a state. The whole set has to be integrated into a single unity in which the five principles come together as one. This has been done beautifully by the “Perennial’s Sustainable Model”. This project is based in San Fransisco and has a really unique approach for achieving a holistic sustainable system.
http://assets.inhabitat.com/wp-content/blogs.dir/1/files/2016/01/perennial-restaurant01.jpg
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Enhance Environmental quality
Principles of Sustainability
Promoting good governance
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A different variation of the same model, for the principles of sustainability.
Enhance Economic Vitality
Ensuring a Strong healthy and just society
The principles of sustainable development involve safeguarding and using existing resources in a sustainable way to enhance the long-term management of, and investment in, human, social and environmental resources.
Living within Environmental limits
| Principles of Sustainability
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http://openforbusiness.opentable.com/wp-content/uploads/2016/02/H_Ospina_Perennial_dining-room-_109-1300x1282.jpg
Perennial’s Sustainable Model While husband-and-wife restaurateurs Anthony Myint and Karen Leibowitz’s earlier successes— Mission Street Food and its Mission Chinese spin-off have been very successful. The Perennial, their new project, has grown slowly out of a single thesis: that the current food system is broken and a new brand of “progressive agrarian cuisine” will be what fixes it. This project looks at sustainability in a holistic way. AQUAPONICS : Nathan Kaufman, the restaurant’s Director of Living Systems and the resident aquaponics expert at Urban Adamah in Berkeley, are building a 2,000 square-foot aquaponic Phase 1
greenhouse on Discoe’s land that will eventually be used to stock the restaurant’s living pantry, as well as provide sturgeon, catfish and clams for the menu. According to The Perennial’s fish gurus, fish farming has two major problems: what to do with the dirty waste water, and what to feed the fish. The first problem is solved by filtering the wastewater through pebbles treated to convert ammonia into nitrates that will fertilize the garden. The second piece in the system: converting the restaurant’s compostable waste into fish food to completely close the loop.
really comprehensive sustainable system.
efficiency, the food and the drinks. This forms a
farming, perennial grasses, the interior, kitchen
Area’s they focus on are — aquaponics, carbon
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CARBON FARMING: For the ingredients that need a little more room to roam, Myint, Leibowitz and Kiyuna have identified local farms that not only raise their livestock in a clean and humane way, but are also on the cutting edge of carbon farming practices that leave the land in better shape than they found it. PERENNIAL GRASSES: Even the bread that arrives at the table is meant to foster conversation about the current food system. The Perennial’s pastry chef, Nicola Carey, has spent months perfecting bread recipes made from Kernza, a lab-bred perennial wheat grass created by the Land Institute in Kansas, and is one of the first restaurants to use the grain on a significantly meaningful scale. THE INTERIOR: Inside the restaurant itself, “recycled, reclaimed and efficient” are still the order of day, but the philosophy plays out subtly through the various elements.
http://sf.eater.com/2016/1/19/10784686/the-perennials-san-francisco-opening
| Principles of Sustainability
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http://sf.eater.com/2016/1/19/10784686/the-perennials-san-francisco-opening
The tiles in the space come from San Francisco’s own Fireclay Tile and are crafted from waste like excess glass trimmings, curbside recycling, and recycled computer monitors— which feels especially poetic in a restaurant industry flush with tech excess. KITCHEN EFFICIENCY: Boosting efficiency is not always as simple as picking the latest model on the showroom floor, however, and what works at the Perennial may not make the most sense for everyone. For example, Myint’s plan to stock the Phase 1
kitchen with highly efficient electric-powered induction cooking equipment was scrapped because renewable energy sources only make up 19 percent of PG&E’s energy mix. THE FOOD: On the table, however, “progressive agrarian cuisine” is less about compromise and more about using culinary technique to deliver satisfying food from “ingredients that we feel proud of,” as Leibowitz frames it. The intention is to build upon the recent farm-to-table movement, and to continue that careful consideration.
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Imagine driving a new Tesla home from the lot, only to
find out you have to charge it with a diesel generator. Studying this project was actually the first stepping stone for my own project as I actually understood the importance of a sustainable systems and how the various principles and aspects come into play while building a sustainable design.
— Andrew Dalton
The web reference for the following project study is (http://sf.eater.com/2016/1/19/10784686/theperennials-san-francisco-opening)
| Principles of Sustainability
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Sustainability in Design What is sustainable design? In the face of so many variables, it is appropriate to ask : what is sustainable design? The answer is both nuanced and complex, but it can also be remarkably simple. One may approach sustainable practice with a focus on materials, by building communities, by changing the way users interact with products and services, or by focusing on use, reuse and recycling. However, it is not necessarily limited to these examples. Sustainability can mean so many different things that it challenges practitioners to be visionary and innovative. When practicing sustainable design and thinking, designers should try to achieve systems that can exist indefinitely without sacrificing the needs of people and their environment. With so many ways that designers can choose to improve the output of the goods and services that they produce, a range of terms have cropped up to describe different focuses and ways of working.
Chennai’s Tara Books is a fine example of truly sustainable graphic design and print productions through their hand made books.
Phase 1
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35. The web reference for the same is http://www.poolmagazine.in/pool-35/
The spreads and the stories showcased are a part of the Pool Magazine, Issue
The sari is the traditional draped garment of the most regions in India, and is probably the most sustainable product that we as Indians can cherish.
Giridher Katta thrives on the challenge on creating sustainable automotive design. Mahindra E2O.
Berlin based startup, changers.com has developed a portable solar charging system for everyone that aims to reduce global warming by shifting the society to use the currency backed by the sun.
For examples, ethically minded design simply means that we use our values and ethics as a gauge when producing work. In the case of socially or environmentally conscious design, these terms imply that there has been a focus on care of the environment and people’s well being. Since there no exact criteria attached to these terms, they donate a spirit of working more than a specific set of rules. When designing for the greater good, ideas are just as important as media and materials. But how designers actualize their understanding of sustainability can differ significantly depending on the type of design that they practice. | Sustainability in Design
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(Objective
Reflection in a
“Doing well by doing good” — Tim Lindsay, CEO, D&AD Sustainability; more than just the call of the hour… it is the most trending word in the business place. Every business/service/corporation is talking about sustainability. But I doubt it is merely a marketing gig(though the CSR agenda takes the centre stage in some corporations), how can we say that they are not treating it like a box, that they are merely supposed to tick? Or are the designers sensitive enough towards the issues of sustainability while producing work for their clients?
As ‘designers’ focus on re-inventing strateg
Subjective
framework.)
Phase 1
We are living in this beautiful century of innovation and technology where living by a bigger purpose is very important and everyone wants to be associated with something sustainable and good for the world as a whole. But this cannot happen without the intervention of design. We as designers need to re-invent our strategy and processes of work while keeping the creativity intact. More than that we also need to deeply understand different aspects of sustainability and how we can approach them in various ways. The whole objective is to make sustainability a way of life for the people.
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The Changers System gives people a way to harness the energy of the sun, recharge devices and compete amongst themselves to earn Changers credit that can be spent in the Changers marketplace.
gy and process. — Tim Lindsay, CEO, D&AD The spreads and the stories showcased are a part of the Pool Magazine, Issue 35. The web reference for the same is http:// www.poolmagazine.in/pool-35/
Uttam Banerjee, uses bamboo to create these beautiful products and explains the concept of using bamboo to solve problems
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Design Research This stage was crucial into my final project as learning about sustainability almost felt like going through years and years of research. Therefore I had to narrow down the topic to something small and containable. Therefore this stage was more like looking back and planning for the adventures to come my way into the design process. My mentor helped me navigate this stage by posing a few questions and then helping me answer those with some interesting stories. The research objective questions were as follows : Research objective : Understanding sustainability. Research question : What is sustainability? Data collection tools : Web,research papers, reports, Magazines and books. The very first outlook was to see what I had studied and what information about sustainability I had collected through various sources.
Research objective : Sustainability in the context of design. Research question : How does sustainability affects various aspects and disciplines of design. Data collection tools : Web, Magazines, Research papers, reports, social media.
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The beauty
of the design Lastly the final objective was to set a goal or a tentative plan for how the research will take shape in the next steps. This
process...
made me conscious not going haywire and being focused on a specific subject.
Research objective : Understanding the importance of sustainable thinking and the need for communication. Research question : How can a communication designer influence the understanding of sustainable thinking? Data collection tools : Web, research papers, reports, questionnaires.
The next step was to analyze where I wanted my project to go in terms of communication. Also, to sort out the information or the subject that inspired me the most.
| Design Research
Understanding the job/role of a communication designer and identifying the various prospects, important for designing a communication system.
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Pages 42 – 73
Subject Research | Social Context | Market Competition | Problem and Gap | Design Scope | Target Audience
42
Chapters Name
43
| Current Topic
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“Everything can be something else” — Charles Jencks These words really caught my attention, while I was reading an article on ‘Spontaneous Design for logical solutions’ by Rashi Goel in Pool Magazine (issue 65). Somehow I could instantly link it with sustainability. For example, a pencil can be a tool to hold up one’s hairs, old car tires could be used as a replacement to bean bags, jars or bottles could be used as planters; well so on and so forth. Though this just cornerstones, one aspect of sustainability which has to do with reusing things in a creative way. Moreover this hooked me thinking of simple services, products and possibly; systems that were sustainable with a more holistic approach. This in turn formed the initial milestone for my project.
From thereon I started studying sustainability in design with a specific focus on the Indian context.
Doodlage Kriti Tula and Divisha Kashyap of New-Delhi based Doodlage are doing their bit for sustainable fashion by creating striking garments out of industrial waste. The word ‘Doodlage’ was a take on the word ‘doodles’; each garment they make is different, just like each doodle is just a scribble never replicated. The content is the part of a blog on the website www.indipool.com http://d3skgr6y1nfrzr.cloudfront.net/wp-content/uploads/2014/10/KritiDivisha8.jpg
Phase 2
http://openforbusiness.opentable.com/wp-content uploads/2016/02/H_Ospina_Perennial_dining-room-_1091300x1282.jpg
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Doorstops These are a part of product series from Areaware product line–2012. These wedge shaped doorstops can be used to wedge a door or serve as a desktop memo board.
Subject Research Sustainability 101 Sustainability is commonly defined as the balanced use of social, environmental and economic capital, so as not to compromise the ability of future generations to survive and thrive. The key to understanding sustainability is to recognize the power of social, environmental and economic considerations working together. This combination is commonly referred to as the ‘ triple bottom line’, or ‘people, planet and profit’. Designers should be sensitive to the three prongs of the triple bottom line, but in one instance, working sustainably may focus more on the environmentally friendly production, while another output might stipulate that employees receive fair compensation and produce a product in safe and equitable conditions. Therefore, as we consider what it will take to achieve true sustainability, we must strive for a holistic balance that respects the interdependent relationships characterizing both human needs and natural systems. | Subject Research
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Now thats Something! The Clever Process This packaging just struck me like a lightning bolt, while the subject research was still in the process. This sustainable idea is actually a full blown process that the multinational corporation, Puma has implemented. It has reduced 65% usage of cardboard material, 500,000 liters of Diesel, 20 million Mega-joules of electricity, 1 million liter of water usage and 8500 tons of paper.
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(Not being skeptical about this packaging design but I am sure that there some really great sustainable projects out there probably way more sustainable than this, but this project inspired me to do a mobile exhibition in the form of packaging, hence the importance!)
http://www.howardpkg.com/wp-content/uploads/2014/08/Pumas-Clever-Little-Bag.jpg
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Design; forms a really integral part of sustainability in today’s contextual framework. The systems/services and design practices also need sensitivity towards context as well as the form hence attaining a holistic approach to a design that sustains over a period of time. But also has the scope for change ‘if’ required in the future.
What makes up a sustainable design?
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Design will sensitize, convey, and assist in forging a new, constructive identity for sustainability. In this approach both aesthetic and functional aspects of sustainability play a very important role. We live in a society that basically abides by two model — (A) One that is visually attractive and which sells and (B) The other which has a rich contextual and cultural value; i.e. basically sustainable but is not attractive enough in order to drive sales and hence benefit businesses.
A complete comprehensive design that caters to the environmental, economical and social aspects of the society.
Design must depart from creating ever new, fashionable, one day; visually attractive wonder and try to interlink both context and form. And the form should be derived from the context not vice-versa. In a less-stuff more people world we still need more effective sustainable systems that let people interact more effectively and enjoyably. Sensitivity to context, to relationships and to consequences are key aspects of transforming from mindless development to mindful designs.
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Phase 2
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Role of Designers In its complex history, design has served many masters, often simultaneously. Design is an intermediary between client and producer, and between raw materials and the manufacturer. Some think that the role of designers is that of visual stylist or of making content understandable, attractive and easy to approach. Others see a more complicated role for designers, as complex problem solver, strategic thinker and as collaborator for businesses, non-profit organizations, entertainment and government sectors. In reality, design is all of these things and more. The role that designers can play in contemporary society is multifaceted. Understanding how design can affect stages in the life cycle of products and the creation services provides an entry point for designers to make informed choices about how they produce products and services. Similarly, consulting and design management can be used to produce outputs that are more successful and expand the types of problems designers can work to solve.
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Ethically minded design and business practice is one of the key solution to sustainability in design.
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Ethics Thanks to pioneers and philosophers of design, such as Victor Papanek (1923-98), designers are now taught to work for clients while retaining concern for the ethical ramifications their work may have on consumers and users. Today’s designers are trained to understand the concerns of stakeholders and consumers while creating successful and market-ready interfaces, magazines, products and other outputs. They have to understand raw materials, content and space (virtual and physical), and they are trained to work within, rather than against, strict physical and conceptual parameters. How designers navigate the possibilities and contradictions in their work can provide specific opportunities to ignite change while growing their practice professionally.
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The Real Work... Hypothetically speaking; well it was not work what I had been doing so far the real work was to use this research in a constructive way so as to form a comprehensive communication system for my project. So therefore I chose to concentrate on any three service/product/system and then study these in depth and hence design the communication for the same. The basic idea was to look for the content that yields the ability to be sustained, upheld or confirmed and affects life of people in many simple but influential ways.
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E-Governance in Tamil Nadu, India
While researching for services/ products, I found some really interesting topics which perfectly aligned with the Indian context. The Lota, The Dabbawala’s, Living Bridges, ‘Gamcha’, Stupa, Bobby Pin etc..
I find that the presence of village Internet facilities, offering government to citizen services, is positively associated with the rate at which the villagers obtain some of these services. In a study of a rural Internet project in India, there is a positive correlation for two such Internet services: obtaining birth certificates for children and applications for old age pensions. Both these government services are of considerable social and economic value to the citizens. Villagers report that the Internet based services saved them time, money, and effort compared with obtaining the services directly from the government office. It has also been found that these services can reduce corruption in the delivery of these services. After over one year of successful operation, however, the e-government program was not able to maintain the necessary level of local political and administrative support to remain institutionally viable. As government officers shifted from the region, or grew to find the program a threat, the e-government services faltered. We can argue that this failure was due to a variety of Critical Failure Factors. But it ended with a simple sustainability failure model. In summary, it would be right to say that the e-government program failed to be politically and institutionally sustainable due to various people, management, cultural, and structural factors.
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http://www.thebetterindia.com/wp-content/uploads/2014/09/School-models-in-Kerala-800x531.jpg
E-Toilets in Kerala According to a study a done by Indian Children rights organization ‘Cry’ 11% percent of schools donot have basic sanitation facilities. Only 18 % have separate toilet for girls and almost 34% are not in a usable condition. A small team at Eram scientific Pvt. Ltd. came up with this beautiful idea in which the entire toilet is controled by sensors. All that users have to do is enter a coin and the restroom will guide you after that with audio commands. Not only this it has specific built in facilities for the menstrual cycles of women and girls.
Banana Leafs Serving food in a banana leaf has been almost an age long tradition in India and is probably one of the most sustainable ways of serving food, one can think of.
http://previews.123rf.com/images/inganielsen/inganielsen1309/inganielsen130900013/22110120-Banana-leaves-for-wrapping.jpg
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Machcha Patropoda (Fish Wrapped in Banana Leaf) Machcha Patropoda is fish marinated with a generous amount of spices, wrapped in banana leaf and cooked for a few minutes till it’s soft and flaky.
Paan (The Indian version of a mouth freshener) It is a preparation combining betel leaves, areca nuts, slaked lime to bind the leaves, Katha paste and mukhwas to freshen the breath.
http://previews.123rf.com/images/dextorth/dextorth1306/dextorth130600176/20433024-thai-dessert-packing-with-banana-leaf.jpg
http://flyicarusfly.com/wp-content/uploads/2012/06/IMG_1134.jpg?697aff
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http://www.storytrap.com/wp-content/uploads/2015/04/158_1p_15.jpg
The Dabbawala! The Dabbawala, (one who carries the box), in the Indian city of Mumbai. They carry and deliver freshly made food from customer’s home in a lunch box (Dabba) and deliver it to offices. It may sound simple, but it’s not.
banker wanted to have home cooked food regularly in the office and gave this responsibility to the first ever Dabbawala. Other people also liked the idea and the demanded for Dabba and hence the delivery soared.
It is actually a highly specialized trade that has evolved in its current form over a century and has become integral to Mumbai’s culture. We are about 5000 in number and deliver approximately 200,000 tiffin boxes every day. How it all started: It all started about 125 years back when a Parasi
It was all informal and individual effort in the beginning, but visionary Mahadeo Havaji Bachche saw the opportunity and started the lunch delivery service in its present team-delivery format with 100 Dabbawalas. As the city grew, the demand for dabba delivery grew too. Our forefathers had the vision to create the Dabba coding system that’s going on strong even today.
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The Coding system evolved through various stages with time. In the beginning it was simple color coding. Now Mumbai is a widely spread metro with 3 local train routes. There coding has also evolved into alpha numeric characters. Â Recognition: They are mostly semi literate people of Warkari sect from rural Maharashtra. They feel a sense of pride that their work and dedication is appreciated over the world. If you ask us who is the most famous Dabbawala in the world? They would say Mr Richard Branson! He actually traveled with them like a Dabbawala and delivered a huge tiffin to his own employees at Virgin, Mumbai. They are recognized as delivering 6 sigma level of accuracy in their dabba delivery. That means only 1 mistake in 6 million chances. There are innumerable documentaries made on Dabbawala delivery system. They have been featured in many media channels; and are frequently visited by many students of renowned universities for research on their delivery system.
http://www.gqindia.com/wp-content/uploads/2015/04/dabbawala-flipkart_0.jpg
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The Lota A Lota is a small, usually spherical water vessel of brass, copper or plastic used in parts of South Asia. The Lota, that simple vessel of everyday use, stands out as perhaps the greatest, the most beautiful. The village women have a process which, with the use of tamarind and ash, each day turns this brass into gold.
An extract from the India Report of Charles and Ray Eames, 1958 Phase 2
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But how would one go about designing a Lota? First one would have to shut out all preconceived ideas on the subject and then begin to consider factor after factor : The optimum amount of liquid to be fetched, carried, poured and stored in a prescribed set of circumstances. The size and strength and gender of the hands (if hands) that would manipulate it. The way it is to be transported – head, hip, hand, basket or cart.
Heat transfer – can it be grasped if the liquid is hot ? How pleasant does it feel, eyes closed, eyes open ? How pleasant does it sound, when it strikes another vessel, is set down on ground or stone, empty or full – or being poured into? What is the possible material ? What is its cost in terms of working ?
The balance, the center of gravity, when empty, when full, its balance when rotated for pouring. The fluid dynamics of the problem not only when pouring but when filling and cleaning, and under the complicated motions of head carrying – slow and fast. Its sculpture as it fits the palm of the hand, the curve of the hip. Its sculpture as compliment to the rhythmic motion of walking or a static post at the well. The relation of opening to volume in terms of storage uses – and objects other than liquid. The size of the opening and inner contour in terms of cleaning. The texture inside and out in terms of cleaning and feeling.
What is its cost in terms of ultimate service ? What kind of an investment does the material provide as product, as salvage ? What kind of an investment does the material provide as product, as salvage ? How will the material affect the contents, etc., etc. ? Of course, no one man could have possibly designed the Lota. The number of combinations of factors to be considered gets to be astronomical – no one man designed the Lota but many men over many generations. Many individuals represented in their own way through something they may have added or may have removed or through some quality of which they were particularly aware. | Subject Research
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Living Bridges Living root bridges are a form of tree shaping common in the southern part of the Northeast Indian state of Meghalaya. They are handmade from the aerial roots of living banyan fig trees, such as Ficus elastica by the Khasi people and War Jaintia peoples of the mountainous terrain along the southern part of the Shillong Plateau.  The pliable tree roots are made to grow through betel tree trunks which have been placed across rivers and streams until the figs’ roots attach themselves to the other side. Sticks, stones, and other objects are used to stabilize the growing bridge. This process can take up to 15 years to
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complete. The useful lifespan of any given living root bridge is variable, but it is thought that, under ideal conditions, they can in principle last for many hundreds of years. As long as the tree they are formed from remains, they naturally self-renew and self-strengthen as their
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https://en.wikipedia.org/wiki/Living_root_bridges#/media/File:1_Rangthylliang_1.JPG https://en.wikipedia.org/wiki/Living_root_bridges#/media/File:Living_root_bridges,_Nongriat_village,_Meghalaya2.jpg
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Chapters Name
| Current Topic
(Double Living Bridge) https://en.wikipedia.org/wiki/Living_root_bridges#/media/File:Living_root_bridges,_Nongriat_village,_Meghalaya2.jpg
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Social media was of real help to me while I was finding information for my topic as it gave me quick insights about how people think and provided me with quick experiences of people that people had shared through various blog posts.
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Social context After reading up thousands of Online resources and doing a studying various options for services/ products there were some very interesting consumer insights that I came across. Some of them are as follows : Understanding and Awareness of Sustainability as a holistic approach is low. Majority of people are concerned what they are doing and why they are doing but not ready to pay more, as to their surprise sustainable products / services come at price which is not affordable for people of every strata. Some people are subject to early disappointments of Sustainable Products because of their poor performance in the past and hence are of the opinion that t won’t make a difference. These insights actually informed me about how people assumed sustainability to be something about recycling or reusing or for that matter anything to do with the environment. And there was the GAP...People do not look at sustainability as a holistic approach where all the three aspects that is social, environmental and economical aspects meet. Therefore I discovered the need to re-invent the way people look at Sustainability in the Social, Environmental and Economical context.
| Social Context
https://www.behance.net/gallery/11833563/The-Beauty-of-Scientific-Diagrams
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The project aims to explore scientific diagrams and take form integration to more complex territories. It looks at experimenting with typography, lettering and illustration, paying tribute to the history of science. - Khyati Trehan
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http://www.rymaneco.co.uk
Existing works
26 typographers, designers, illustrators and art directors were invited to create an artwork featuring a single character from the Ryman Eco font alphabet. The brief was two words long: ‘Beautifully sustainable’. Each poster celebrates the beauty of Ryman Eco and at the same time reminds us of the environmental benefits of the font. - Ryman Ecco
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Problem and Gap Understanding of sustainability is low. People only understand the environmental context when it comes to sustainability. People feel that sustainability comes at a very high cost and therefore every one cannot be a part of it. People have been part of disappointments due to the early sustainable products with poor performance and quality that came into the market therefore have developed a belief that sustainable product/services are not good enough. Therefore the main root cause of all this is lack of understanding and awareness for sustainability as a holistic approach encompassing the environmental, economical and social aspects.
Defining the problem and gap helped me to fix the tentative design scope for the project and helped figure out the right target audience for the same.
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Design Scope To re-invent(in all fashion terms), the way people look at Sustainability in the Social, Environmental and Economical context. There is a need to communicate the different aspects of Sustainability that exists in the form of products, systems, functionality or services that we use. Make the people aware that how these various Sustainable practices affect our life in enormous simple ways and hence increasing their understanding of sustainability. And the project could also communicate that how sustainability is not always expensive, not always green and definitely does not come in a box. Its open to access by anyone who wishes to work hard for it.
Role as a Communication Designer As a communication designer my role is to communicate sustainability in its true form and raise the awareness in terms of a holistic system of sustainable thinking rather than concentrating on just one part of it.
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Initially I was of the opinion that adults need to understand the true meaning of sustainability but then it just struck me that there can be no one better that Students specifically of the age group (15-18 years), who needed it the most.
DEMOGRAPHICS
Age : 15-18
Education : 9th Grade- 11th Grade
Profile : Students
MEDIA : Newspaper, Radio, T.V, Internet, Phone, Dinners or Lunch (weekends) Outings (once or twice in a month), movie (2 or 3 times in a month)
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Reason? Well they are the ones who will be choosing new careers and paths and they will be the future of our generation, so if they understand sustainability completely then whatever career paths they may choose; they would be able to apply the same thinking to everything they do and hence make this planet not just sustainable but more holistic and comprehensive as a system.
PSYCHO-GRAPHICS
Early Adaptors
Creative
Futuristic
Explorers
Social, Interactive
Think differently
People who learn with every step they take
| Target Audience
This part establishes the context for the “thinking before the thinking� i.e. the Strategy, which comes from various permutations and combinations.
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Pages 74 – 87
Swot Analysis | Strategy Idea | Unique selling Proposition | Proposition Support Points | Design Brief
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accessible only to the rich...
not come in a closed box
green and definitely does
always expensive, not always
A Sustainable design is not
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(It is accessible to anyone who is willing to work hard; with an holistic approach for it!)
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There is definitely something beautiful about the sticky notes, it is probably; the fact, that they show you the entire journey is really delightful way. Moreover looking at them makes you feel happy.(Subjective!)
Web reference for the data collection tool is http://www. saiplatform.org/uploads/Modules/Library/WBCSD_ Sustainable_Consumption_web.pdf
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Swot Analysis
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trengths
(A)Development of a visual system will help them understand the context better, hence increasing the retention. (B)It would help them apply their lateral thinking and would serve as an exercise for the brain muscles. (C)Enhance their understanding of the subject. (D)Help them think in a holistic way.
Opportunities (A)It could re-invent the way students learn and understand in schools. (B)Students could be excited to see the packaging to turn into an exhibition through mere pieces of cardboard hence excite them to discover the context of the exhibition too. (C)‘If’ the communication is developed appropriately it gives us the brilliant opportunity of students thinking in that direction from the start and hence building and creating stuff at a very early stage in life. (D)It could deepen their understanding of life as a whole.
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W
eakness
Threats
(A)It may become confusing for the students. (B) Students could may find the chosen products/ services in today’s context. (C)It could be too informative which may not excite the creative horses of the students.
(A)Competition from already existing exhibitions and movies about the same context which may excite the students more. (B) Schools may see exhibition as irrelevant and hence wont allow to showcase it.
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Strategy Idea The basic strategy idea was to now select any two or three simple products/services; with my mentor we finally chose The Lota and The Dabbawalas. Thereafter the next task was to devise, a strong visual graphic style and the content for both of these chosen subjects. The strategy was as simple as it sounds(Choose subjects, write content and build a visual style). But the main challenge was to make the content interesting enough for students to enjoy and graphics simple enough, for being easily comprehensible. So therefore the strategy was broadly divided into three stages. The first stage was to build a story around the subject, second was to build in the aspect of holistic approach through the story and visual style and third was to target the core message of sustainable thinking in different aspects.
The thinking before the thinking.
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Unique selling Proposition!
The Unique selling proposition of the project was the idea of sustainable thinking itself. But so as to make it more tactile and centered it was narrowed down to just a single word i.e. Balance. Someone would ask why balance? Well, a quick recap; sustainability is the ability to be upheld, confirmed, sustained in the environmental, social and economical aspect. And a design cannot be sustainable if it does not find the right spot somewhere between these aspects. Therefore came balance, and without striking a balance or even finding the right proportions of each aspects involved one cannot build a sustainable design.
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Proposition Support Points Since using the word balance alone made no sense therefor to support the USP I had to think of some strong support points. In a sustainable system/service balance plays a major because though they may not be apparently balanced or for that matter mathematically balanced. But based on the situations in hand a sustainable design manages to find the right sweet spot between all the mess. If students learn about balance through sustainable thinking it will make them adept in dealing with all the life situations that they might encounter with a lot of wit and wisdom. Balance is all we need to keep this planet and ourselves moving forward and if the future generation is taught just the basic of it through sustainable thinking; who knows they might lead our path towards finding more creative ways towards this mystical idea of sustainable living.
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Its unique and it has balance!
| Current Topic
3.5 / Design Brief
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Design Brief Documenting fundamental percepts of the process is the most important task. What seems to be most like a blinding flash of the obvious is frequently not. A shared understanding of the project is important so as to start the creative process. And therefore, comes the most important part of the design process that is the Creative Brief. Sustainability has come to be known as an area that deals with only the environmental aspects in our society. Therefore the project aims to devise a communication system and a visual graphic style for a movable exhibition that communicates the same. To re-invent the way people look at Sustainability in the Social, Environmental and Economical context. There is a need to communicate the different aspects of Sustainability that exists in the form of products, systems, functionality or services that we use. Make the students aware that how these various Sustainable practices affect our life in enormous simple ways and hence increasing their understanding of sustainable thinking.
| Design Brief
This part is the summation, progression, reflection, and expression of the entire design process. It develops the content and design for the subject.
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Conceptualization | Explorations | Exhibition Design | Packaging Design | Visual Branding | Final Renditions | Creating Touch-Points
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Idea is the King...
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Yes Idea is the king! But I am of the opinion that both idea and the execution together make a good design communication. While the concept is almost similar to the strategy idea, but as stated ‘Strategy is the thinking before the thinking’. Hence a concept!
(Well a question mark is something that will never leave you alone in the design process, but the delight is in answering all these questions and that moment when you finally present your concept[Aha!!!].... )
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Conceptualization As I chose the two topics for my communication, I had to root the concept into something that could be true to the topics as well as do justice to the project’s motive of communicating the importance and need of sustainable thinking. Therefore I rooted the idea into ‘balance and change’. To bring these ideas to life the content was written keeping in mind that it had to be witty as well as informative. Whereas the graphic style had to be raw but uniform across the entire exhibition space. The basic idea was to communicate balance by using contracting elements of visual design and content creation. The main aim was to establish an equilibrium. Hence, being true to the core idea of sustainable thinking.
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(Early in the morning a Dabbawala takes bath and do his pooja. Puts a tilak (religious mark) on his forehead and by 9 am he is out on the streets with his bicycle. These bicycles are heavy. Their carriers are designed with extra iron to be able to take a lot of weight. He moves through the Mumbai traffic to his assigned area and move up and down the multi-storied buildings to collect the tiffin boxes from homes. Many old buildings don’t have elevators. But that’s not an excuse! Just imagine running up and down a building a couple of times. Now multiply it by…10! May be 20, depending on the area! By the time he collects all these tiffins, it’s already about 10.30. On an average a destination is about 40 Km away!
He carries about 30-40 tiffins on his bicycle, fighting the bad roads, mud, traffic and now even Mumbai monsoons. No excuses! But thankfully he is not alone. He reaches the nearest railway station where Dabbawalas from different areas gather. The tiffins are sorted as per their destination according to Dabbawala coding system. By now, most of his tiffins are handed over to other Dabbawala teams going to different parts of the town.)
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Explorations Content Creation As I started creating content for the exhibition space, the first outlook was to build a story. In my research for the topic, I discovered some really interesting facts and stories about the ‘Lota’ and the ‘Dabbawalas’. Based on the true story and facts I started creating (sometimes even editing) some already discovered stories in a humorous way. While working with content creation, I realized a really important fact, which was; content can be different for a successful design communication. Hence, I paid equal importance to the content as well as the visual style. Some snippets from the initial content are as follows: Early in the morning a Dabbawala takes bath and do his pooja. They puts a tilak (religious mark) on his forehead and by 9 am they are out on the streets with his bicycle. These bicycles are heavy. Their carriers are designed with extra iron to be able to take a lot of weight. Initially the content that I had written was more informative than humorous. Thereafter, when I finalized the content I kept a point to make it balance in terms of humor and information.
This was an initial draft of the story that was built based on the research. The web reference for the same research is http://mumbaidabbawala.in
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Simple line drawings were used to represent Indian handicraft, i.e. the making of the Lota. But this style was not convincing enough to be used as a final render.
I decided to portray the Dabbawalas by showing the city of Mumbai and it’s hustlebustle and tried to weave a story around the same so as to marry the content and visuals.
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Explorations Visual Style As a communication designer, exploring different visual styles is the most interesting part of the design process. But, for me it turned out to be the most daunting experience of the project. While exploring various visual styles I got really confused, of how could I use various elements of design into forming an interesting graphic language in my project. Initially I explored the isometric grid as well as line drawing to build up a basic graphic style. But somehow it didn’t merge with the idea of the sustainable thinking. I was looking for a visual style which was organic, imperfect but easily comprehensible at the same time.
Some additional illustrations were also made as add-ons and fillers so as to fill up the empty spaces.
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As I explored different exploration styles, I tried to infuse in the typography along with the illustrations by using the isometric grid.
I tried to create a narrative around the isometric grid and the typography for my exhibition panels. I tried how could different forms interact with each other.
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Explorations Visual Style Though it was really interesting to work on the isometric grid and it helped me understand 3-D better but somehow I was not convinced with the style for my exhibition panels.
By exploring the various illustration styles, I had to focus on the really minute details as; what parts of the illustration should have a solid color?, What parts should have a line rendering? I also had to regulate the amount of detail that could go in a particular illustration. As important was the illustration style so was the typography of the exhibition panels. I tried a lot of iterations for different font families of which could work with my concept. Initially I was only exploring sans-serif fonts as I wanted a really clean and a structured imagery. But I realized that sans-serif fonts will not give me that organic aesthetic that I was looking for in a title font. Hence, I ended up exploring some typefaces with humanist characteristics and some really large serifs and geometric forms.
I tried using a style similar to that of engineering drawings by showing breakups and dissections of the typography and then building the narrative around it.
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Explorations
(Some call it kolor’ and some call it Kleur’(we call it color), but for me it was like a tickle pink which did not cease to surprise me even till the end of the process...)
Visual Style I had a great time exploring different color palettes for the exhibition panel. It was really fun to see how these colors are so important for building a visual style. I also wanted the colors to be contrasting but balanced at the same time. I also chose the colors keeping in mind the context of the ‘Lota’ and the “Dabbawalas’.
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The structure of the exhibition had to be based out of modules only then it could be packed easily. The exhibition space had to have that experience of ‘balance and change’.
Explorations Being an Experience Design student it was really fun to see how an exhibition is brought together cohesively. Though this experience had its ups and downs but it was a delight to work on Exhibition design. It is really interesting to see how the various facets of graphic design come into play while designing an exhibition. You name it and you will have to deal with it!(Not saying it is a daunting experience but definitely an extensive experience of visual design). While building up the exhibition I had to keep three basic things in mind; (A) the structure of the exhibition had to be based out of modules only then it could be packed easily. (B) The exhibition space had to have that experience of ‘balance and change’. (C) The size of the structure.
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Exhibition Design
I had to sketch out few rough concept ideas before moving to the prototyping. I tried various iterations for the structure digitally as well as manually.
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I tried to base the structure for the exhibition on a hexagonal grid and then tried different iterations for the same.
Dimensions of the panel Length - 7 Feet Width - 3 Feet Depth - 5 inch Area occupied by a single Hexagonal Structure - 23.4 Sq. Feet Material used - Corrugated sheet
The basic idea was to explore how these different panels could come together to form an exhibition space and then could be packed in a box and taken away.
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Exhibition Design
Dimensions of the panel Length - 7 Feet Width - 3 Feet Depth - 5 inch Area occupied by the structure 27 sq. feet (Approx) Material used - Cork Sheets
I tried various iterations for the way panels could join and brainstormed a lot of options for the materials that could be used in the construction of the exhibition space.
| Exhibition Design
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Exhibition Panel
Exhibition Panel
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7’
6’
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Exhibition Panel
5’
The height of the exhibition panel was a very crucial part of the structure. The difference in height can make the entire difference to experience of that particular space. I finally fixed the height to be 6 feet, and 17 cm for the prototype.
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Exhibition Design Auto-Cad Plans
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Explorations Though building the packaging for the exhibition is a subset of Exhibition design but I had to do it separately. The reason being, I had a budget constraint; hence I could not produce life size panels through corrugated sheet. Therefore I had to build a prototype for the same. We can aptly call this section as prototyping, but since the scaled down version was created keeping in mind the real life scale exhibition space, thus packaging design. Moreover the packaging for the blown up exhibition space would be almost synonymous with the prototype that was created.
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Packaging Design The basic motive was to build up the entire structure out of simple modules and something that could be easily packaged.
These prototypes were made using a 4mmsunboard sheet and diamond white 175 GSM cartridge sheet.
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Final Prototype flaps
Main Flaps(side view) 16.00
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Packaging Design 4.60
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Extension Flaps and Panels(side view)
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The prototype was made out of three basic elements. The side flaps, entry flaps and the extension flaps. The side flaps gave structure to the space, the entry flaps acted like doorways and the extension flaps gave height to the space. The design was so rendered trying to replicate the life size structure of the space
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Package for the Modules(flaps) A box was also created for the three different types of flaps and so that the prototype could be packed and carried in a box. Hence staying true to the concept mobile exhibition. The prototype tries to replicate the same experience as the real life size exhibition space.
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Packaging Design
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A basic isometric grid was used while I started exploring the logotypes for the exhibition space.
Explorations Well, who said exhibition design would be easy? It is definitely a highly cumbersome job to bring an exhibition to life. And mine was no exception. Every time I looked at my work, I always had something else that I had to complete. And then came the branding! But I must say, I enjoyed creating the visual identity for my exhibition space. I named the exhibition space as ‘Offset’. “A consideration or amount that diminishes or balances the effect of an opposite one.” I could immediately correlate it with the simplest idea of striking a balance. I tried to explore the isometric grid for the branding of the exhibition space.
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Visual Branding
These were very initial quick idea based out of offsetting a circle at different angles and then forming tessellations along the lines. But this logotype looked like a flower, hence did not link with the space or even the idea of sustainable thinking because it portrayed only one aspect of sustainability.
I tried using the font family Scala because of its interesting closed counters, and then tried to offset the same letter with a different color.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Aller; 30pt(Regular)
Font Used The selection of the font also came out of the same concept as that of the exhibition space. The font was specifically chosen, keeping in mind the organic as well as structured essence of the space.
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Visual Branding 20x
18x
x 6x
Horizontal Look up for the logo.
The Concept The Basic idea of using an isometric grid was to give the impression of a form being built out of just basic shapes(which represent flaps of the packaging. As the title of the project was ‘Offset’, I tried to offset the basic shape along the isometric grid but striking a balance between the entire form.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Museo Slab Serif; 30pt(700)
Font Used I chose the Museo font family for my exhibition panels. There were basically two reasons to do so; (A) Since it is a super family therefore I did not have to look up for a different font for heading, subheading and body copy. (B) The organic feel and structured serifs of the font made it completely sync with the concept.
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Visual Branding
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Museo Sans Serif; 30pt(300)
Font Used I used Museo slab serifs for my heading and used Museo sans for my body copy. The point size of the font differed based on the design of the exhibition panels. But as a whole I was able to achieve a specific graphic language with the selected fonts.
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Prototype
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Final Renditions
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Prototype
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Final Renditions
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Prototype
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Final Renditions
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Prototype
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Final Renditions
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Panels
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Final Renditions
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Panels
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Final Renditions
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Panels
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Final Renditions
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Panels
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Final Renditions
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Chapters Name
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Panels for the Exhibition Space.
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Chapters Name
Panels for the Exhibition Space.
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Creating Touch-Points
Various Touch-points were created so as to give mileage to the project and also communicate the same message through various different media.
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Reflective Note
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“One cannot connect the dots looking forward, it can only be done by looking back”— Steve Jobs As this great visionary puts it very appropriately, similarly my project is no exception. While I was working on my project I had almost zero idea of what could be the possible outcome. Though my project may not be best manifestation of the thought, but certainly the journey was worth it. I pay a deep sense of gratitude to my mentor for every help in my project. This final project is definitely my last as a college assignment but definitely not the last of my life. The amount of learning acquired during this project is just immense and extensive. I not only learned the various nuances of Exhibition design, but also discovered to apply the inherent lateral thinking as a communication designer. This project taught me the basis of research and development. Also I gained an in-depth understanding of grid design as well as color. Not only this but also I learnt a holistic approach of doing a self-initiated project from start to end. It also taught me various skills of project management and definitely time management. I also figured out some facts about the post production of a project. All in all it was a wonderful experience and as they put it, its not about the destination; but about the journey. The journey was enthralling!
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