ENOPH by Vivienne Mak

ENOPH. A master project by Manon PennĂŠ and Vivienne Mak. This process folio contains all the research that we have done during our master.

INTRODUCTION RESEARCH/ INSPIRATION

DESIGN

p. 6

p. 12

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ENOPH?

How can two students tackle a social problem that is becoming bigger and bigger but is not nearly a first world problem? That was the question we asked ourselves when we started working on our master project. The problem that we decided to make the subject of our project was phubbing. You have no clue what phubbing is supposed to mean? Donâ&#x20AC;&#x2122;t worry, no one probably has. Phubbing is known as the act of snubbing someone in a social setting by looking at your phone instead of paying attention. You may not know 9 the word for it yet but you definitely have experienced the feeling or maybe youâ&#x20AC;&#x2122;re even guilty of this behaviour yourself. You may not know it yet but we are becoming more and more cellfish. Yes, you read that correctly, cell-fish. We are such an individual society and our smartphones are only making it worse. Today everything is about selfies, likes, shares and comments. We pretend to act social but our phones are making us way less social than we think we are.

We believe we need likes, comments, shares and friendship requests in real life way more than we need them online. We believe that our online life is making us more and more cell-fish, insecure, lonely and depressed.

Are you not jealous of people who seem to be going on holiday every month or so, or people that always have perfect pictures with perfect outfits and perfect settings, or people that always seem to be going to the perfect party, or people who have the perfect boy/girlfriend? But do you really believe what you see? Donâ&#x20AC;&#x2122;t you think this online life is so artificial and fake and set up to show other people how perfect your life is? Isnâ&#x20AC;&#x2122;t it time that we stop making a perfect online life and live a more beautiful offline life? Because honestly 200 impersonal likes on facebook or a real offline compliment from a stranger on your outfit. What would you prefer? 10

We believe We need likes, comments, shares and friendship requests in real life too.

We decided that we wanted to tackle a problem called phubbing. We believe that especially this problem was to be dealt with because it is really obnoxious when you are trying to have a conversation with a friend or family member and they ignore you because what they see on their phone seems to be more important than what you want to tell them. It is a very frustrating feeling that we and we believe, a lot of people from our age have encountered. A feeling of being passed by, by someone who is important to you, someone who is supposed to listen to you, no matter what. The thing is that we donâ&#x20AC;&#x2122;t know that we are phubbing. We honestly dare to say that we have been phubbing as well. We have noticed during this master project that we too are guilty of being more interested in our phones than our friends. And this is why we decided to give some attention to this problem now, before it becomes a first world problem.

ENOPH RESEARCH

This part of our procesfolio will deal with the research that we did concerning our project. This research was conducted on both a visual, conceptual and theoretical level. We believe it is important to do research on different levels because only looking at a theoretical level may for instance be problematic because youâ&#x20AC;&#x2122;ll end up working out a project 15 that has already been done. But on the other hand, only doing conceptual research will lead up to making a campaign that has no theoretical depth or strategy that is directed at the right target group. This is why our research may seem very diverse and not very concentrated. However we like to find inspiration in loads of different fields and areas. You will also notice that our research is not very organised, we like to flow around between different aspects and combine different sources of inspiration. Since our practice is specialised in advertising design, we looked into different concepts and campaigns that have been done that in a way could be connected to our problem.

We think it is very important to know what has been done before and what worked or didnâ&#x20AC;&#x2122;t work. It would be stupid not to take these things into account. In this chapter you will find different concepts that we thought were interesting and were worth taking a look at. Of course some theoretical research is necessary to build a campaign that has the right strategy, tone of voice and tackles the right problem. We digged into media and studies to find out more about this problem that we had observed. First of all to know whether this was a problem that is in fact a problem or not and secondly because we wanted to know as much about it as possible. We decided that we also wanted to do some research ourselves to know if our peers felt the same way. We wanted to address our campaign to them so we needed to get into their minds to get to know what they were thinking about phubbing. We did a survey and got 70 respondents to answer our questions. The results can be read in this chapter. Then there are the artistic practices and art works that we have looked into and taken inspiration from. There are a lot of artists nowadays working on the problem of our phones taking over our social lives.

Not only is the smartphone and our online life more and more a subject to work with for artists, it also invades their lives. It becomes increasingly important for them to have an online profile and life and promote their work on the web. On the other hand they can also spread their work online and grab the attention for their work in ways they never could. We always find it very interesting to see what they do with these problems and in what kind of art it turns into.

We noticed that a lot of street artists are using the phenomenon as a subject in their artwork. We love that they are taking it to the streets. But there are also other initiatives such as artists that work around the subject of digital art. Thirdly we have also noticed that more and more galleries and museums are organising exhibits with the subject of new media and social media. There is even a thing called #artselfie, a hashtag that has become so popular that they turned it into a book. Because our project makes us an organisation that is against phubbing, we realised that it was important to do some research about anti- and protest movements. We mostly looked into their visual language and the way they communicate in their designs. We didnâ&#x20AC;&#x2122;t want our designs to be too well-behaved and corporate because that is not the way an anti-movement speaks to their target audience. You will see in our designs later on in this procesfolio that we took some well-used graphic elements from the anti-scene to make our own visual language. All this research can be seen and read in this chapter and on our research blog called: manonvivienne.wordpress.com

â&#x20AC;&#x153;i fear the day that technology Will surpass our human interaction. the World Will have a generation of idiots.â&#x20AC;? - albert einstein

Photos taken by Manon PennĂŠ and Vivienne Mak to map the problem in images.

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Untitled by Pawel Kuczynski, 2013

THE DOWNSIDE OF FACEBOOK Over 500 million people interact daily with Facebook. Yet, whether Facebook use influences subjective well-being over time is unknown. We addressed this issue using experience-sampling, the most reliable method for measuring invivo behavior and psychological experience. We text-messaged people five times per day for twoweeks to examine how Facebook use influences the two components of subjective well-being: how people feel moment-to-moment and how satisfied they are with their lives. Our results indicate that Facebook use predicts negative shifts on both of 23 these variables over time. The more people used Facebook at one time point, the worse they felt the next time we text-messaged them; the more they used Facebook over twoweeks, the more their life satisfaction levels declined over time. Interacting with other people “directly” did not predict these negative outcomes. They were also not moderated by the size of people’s Facebook networks, their perceived supportiveness, motivation for using Facebook, gender, loneliness, self-esteem, or depression. On the surface, Facebook provides an invaluable resource for fulfilling the basic human need for social connection. Rather than enhancing well-being, however, these findings suggest that Facebook may undermine it. ‘Facebook use predicts declines in subjective well-being in young adults.’ - research article by Ethan Kross. August 14, 2013

Still from the video ‘Phubbing: A word is born’, 2013

“While you finish updating your status, we’ll gladly service the polite person behind you.” “No Tweeting, No Facebook, No Instagram, No Foursquare, No Sexting: respect the food, the music and the company you’re in.” These are the posters you can download from the elegant Stop Phubbing website – the online home of a campaign against digitally derived rudeness that has started to go global. Coined by Alex Haigh, a 23-year-old Melbourne resident, phubbing stands for “phone snubbing”, and describes 25 “the act of snubbing someone in a social setting by looking at your phone instead of paying attention”. Tongues are firmly in cheeks when it comes to some of the stats (“if phubbing were a plague, it would decimate six Chinas”), but the intention behind the campaign is serious enough: to highlight the scourge of glazed faces in public places, text-tapping fingers during supposedly intimate dinners, and reunions that might as well have been held via Google Hangouts given the screen time involved. When it comes to smartphones, tablets and other mobile delights, many of us have the unfortunate tendency to behave like teenagers:

prodding and poking our shiny toy to the exclusion of anyone and anything else. And that’s partly because, so far as mobile tech goes, we are all adolescents. Mass-market smartphones are barely 17 years old; iPhones only six; and iPads just three. Little wonder we’re playing etiquette catchup, or that it has taken a digital native to unlock this particular cabinet of fascination. It sounds cheerfully daft, but there’s an uncomfortable truth at the heart of phubbing: other people are easier to handle when encountered on screen. They’re less likely to demand unreasonable exertions such as undivided attention or clean shirts. In an age of information suffusion, it makes horrible sense to shrink each other into text messages and status updates – because this is a way of coping with constant, limitless connectivity. The other way, of course, is to board the phub wagon and start shaming others (and yourself) into a more grown-up existence. Try splitting the bill Silicon Valleystyle: all your phones go on the table, and the first person to crack and begin fondling their screen foots the bill.

Or you could take advantage of Stop Phubbing’s name-and-shame facility, which invites the public exposure of incessant phubbers. Beware of visiting the site via a mobile browser, though. Do this, and you’ll be met by the flickering admonition “mother fubber” then told to sit down at a computer like a sensible person. Sometimes, hiding behind the screen remains a godsend. Who would forgo their fake urgent text messaging when a charity mugger looms across the pavement; or email management when waiting alone in a bar? 27 Physical proximity is no guarantee of interestingness, for either places or people. Be careful, though, who you snub next. Their wry smile and flashing fingers may already have consigned you to the phubbing hall of shame.

‘Rise of the Phubbing’ - article in The Independent. August 5, 2013

â&#x20AC;&#x153;dance like no one is Watching. because they're not. they're checking their phones.â&#x20AC;? 29

Quote by unknown

Photos taken by Manon PennĂŠ and Vivienne Mak to map the problem in images.

Picture by John Gorman. 2014

KATE BUSH SAYS NO TO SmARTPHONES The last time Kate Bush took to the stage, the prototype of the mobile phone was undergoing its first trials. And as she emerges from her 35-year time capsule to perform once again, singer Kate Bush is faced with a different world. While most concerts are now aglow with phones and tablets, Bush is taking a stand against fans watching her shows through the digital veil of a screen. In the runup to her highly anticipated series of concerts at the Hammersmith 33 Apollo, Bush has released a statement appealing to her fans to put down their mobile phones at her gigs. It would “mean a great deal to me”, she wrote, if people refrained from using their phones, cameras and tablets and simply enjoyed the music. Bush wrote on her website: “I have a request for all of you who are coming to the shows. We have purposefully chosen an intimate theatre setting rather than a large venue or stadium. It would mean a great deal to me if you would please refrain from taking photos or filming during the shows.

“I very much want to have contact with you as an audience, not with iPhones, iPads or cameras. I know it’s a lot to ask but it would allow us to all share in the experience together.” Bush, 56, is not the first to speak out against the detrimental effect of the presence of phones at concerts, with numerous artists berating their fans for experiencing live music through the filter of a screen. The Who frontman Roger Daltrey recently said it was “weird” that people did not have their mind on the show when they had gone to a performance and were concentrating on staring at the screen rather than the artist on stage. He said: “I feel sorry for them, I really feel sorry for them. Looking at life through a screen and not being in the moment totally – if you’re doing that, you’re 50% there, right? It’s weird. I find it weird.” Last year, Beyoncé berated one her fans at a gig for filming. “You can’t even sing because you’re too busy taping,” Beyoncé told him. “I’m right in your face, baby. You gotta seize this moment. Put that damn camera down!”

The Yeah Yeah Yeahs resorted to putting up a sign at one of their venues, pleading with fans to pocket their technology. It read: “Please do not watch the show through a screen on your smart device/camera. Put that shit away as a courtesy to the person behind you, and to Nick, Karen and Brian.” It has even filtered into the world of classical music, with one of the world’s leading pianists surprising concert-goers in June last year when he stormed off stage because a fan was filming his performance on a 35 smartphone.

‘Kate Bush asks fans not to use phones at London comeback gigs’ - article in The Guardian. August 19, 2014

Pictures with the hashtag #foodstagram , uploaded in less than 1 minute.

Picture by Jakub Kapusnak. 2014

WANTED: SmARTPHONE-ETIqUETTE Have you ever had the feeling you were talking to a wall, because the person in front of you is too busy with his cellphone? This phenomenon is called Phubbing. Five students from Gent came up with BanBye. With the hashtags #Bandroid and #ByePhone, the students call out to their friends to put their phones away at a party, in a bar or when they’re among other friends. BanBye is a reaction to their own frustrations. “I work in a bar. I often see couples sitting at the table while 39 one of them is busy with their phone and the other one is just staring out of the window.” says Lisa Ritti (21). “Even my own friends sometimes don’t listen to me when I’m telling a story, because they can’t leave their phones alone.” Lisa Ritti wants to point out that not everyone appreciates the continuous interest for smartphones. “We don’t want people from now on to leave their phones at home. We want to make a distinction between moments where it isn’t a problem to use your phone, for example at home, and moments where it is better to leave them in your pocket.”

‘Students from Gent plead for smartphone-etiquette’ - article in De Standaard. November 26, 2014

Stills from the movie #socialmedia by Above, 2012

Anna Wintour Flip Phone Collage - DM Magazine. November 2014

NO mORE SOCIAl mEDIA Social media is the word of the decade. Who isn’t on Twitter or Instagram? Despite the hype, some celebrities have decided not to buy into the ‘sharing’ craze. Scarlett Johansson Everyone’s favourite blonde bombshell is not going be anyone’s favourite person to follow any time soon. The actress has said that she has no interest in sharing the details of her every day life with fans. 43

Daniel Radcliffe According to the Harry Potter star, it’s social media or privacy – you can’t have both. In an interview with Sky News, the actor said, ‘if you go on Twitter and tell everybody what you’re doing moment to moment and then claim you want a private life, then no one is going to take that request seriously.’ Julia Roberts The 46-year-old actress won’t be tweeting any time soon and it’s because of the lack of ‘human connection’. During a press interview for August: Osage County, Julia said, ‘There’s a directness that I miss and the idea of Internet or Twitter…

‘10 celebrities who don’t use social media’ - article in Marie Claire. August 8, 2014

Pictures with the hashtag #selfie , uploaded in less than 1 minute.

“face it, you like your profile picture.” 46

Quote by Thierry Brunfaut

STOP PHUBBING PHUBBING

WORD

BORN

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Stills from the case movie ‘Phubbing: a word is born’ - campaign by McCann Australia for Macquarie Dictionary. October 8, 2013

Pictures with the hashtag #nofilter , uploaded in less than 1 minute.

TABlE mANNERS S T O P l O O K I N G AT Y O U R P H O N E S A lESSON FROm THE BRITISHES

“This is ridiculous! Would everyone please stop looking at their phones?” - Rose

Still from the movie ‘Stop looking at your phones’ - A lesson from the Britishes. October 7, 2014

Mobile Lovers by Banksy, 2014

lOOK UP POEm A F I l m F O R A N O N l I N E G E N E R AT I O N

I have 422 friends, yet I am lonely. I speak to all of them everyday, yet none of them really know me. The problem I have sits in the spaces between, looking into their eyes, or at a name on a screen. I took a step back, and opened my eyes, I looked around, and then realised that this media we call social, is anything but when we open our computers, and it’s our doors we shut.

All this technology we have, it’s just an illusion, of community, companionship, a sense of inclusion yet when you step away from this device of delusion, you awaken to see, a world of confusion. A world where we’re slaves to the technology we mastered, where our information gets sold by some rich greedy bastard. A world of self-interest, self-image, self-promotion, where we share all our best bits, but leave out the emotion. We are at our most happy with an experience we share, but is it the same if no one is there. Be there for you friends, and they’ll be there too, but no one will be, if a group message will do.

Fragment from the poem ‘Look Up’ - Gary Turk. April 25, 2014

Like a Vision by Mister Thoms, 2014

The real you by Morley, 2014

WHAT’S ON YOUR mIND

THE DARK SIDE OF SOCIAl mEDIA

Stills from the movie ‘What’s on your mind?’ - by Shaun Highton. June 2, 2014

36 Copyrighted Suns / Screengrabs by Penelope Umbrico, 2009-2012

Suns (From Sunsets) from Flickr ongoing project by Penelope Umbrico, 2006

Artist Penelope Umbrico has been working with digital data for years. Her ongoing project where she collects digital pictures of sunsets has been shown in many exhibitions.

Sunset Portraits from 9,623,557 Flickr Sunset Pictures on 8/22/11 by Penelope Umbrico, 2011

mEET BlOKKET A

D IST RACTION-F R E E

C AS E

We often feel like weâ&#x20AC;&#x2122;re stuck online too much - constantly connected via smartphones and tablets to our digital lives. Now, Manhatten-based design studio The Way We See The World have created a new product to help us disconnect - Blokket. A simple concept, Blokket is a phone pouch that blocks signal from the phone inside, thus forcing users to switch off and disconnect from their digital distraction.

Blokket - by Design Studio The Way We See The World. May 28, 2014

I heart you by iHeart , 2012

FlIP DOT A COmmUNAl TEXTING ACTIVITY

The idea for Flip Dot came about as a response to the antisocial act of text messaging in social situations â&#x20AC;&#x201C; and explores whether texting could be a more communal activity whereby a single message could be enjoyed by many. 77

Flip Dot - by Design Studio Kiwi&Pom. 2010

Photos taken by Manon PennĂŠ and Vivienne Mak to map the problem in images.

Hello World or: How I Learned to Stop Listening and Love the Noise by Christopher Baker, 2008

SOmEBODY

A mESSAGE APP BY ARTIST mIRANDA JUlY

Artist Miranda July created the message app called somebody in cooperation with fashion brand Miu Miu. In the shortfilm you can see how the app is supposed to work and how ridiculous our smartphone behaviour is nowadays.

Somebody app by Miranda July, 2014

â&#x20AC;&#x153;i like to hang out With people Who make me forget to look at my phone.â&#x20AC;? 84

Quote by unknown

A survey done by us. We questioned 70 persons to see how they feel about social media and especially the phenomenon of phubbing.

CAN I

ASK YOU A qUESTION?

HOW OLD ARE YOU? What is your gender?

What is your occupation?

What types of social media do you use?

HOW DO YOU SPEND YOUR TImE

ON SOCIAl mEDIA?

How much time a day do you spend on social media? SEVERAL TIMES A DAY I CHECK ONE OR

MORE SOCIAL MEDIA Social media are a big part of my life

I am glad social media exists

I use social media to stay informed about other people’s occupations

I use social media to inform others of my occupations

I THINK I USE SOCIAL MEDIA TOO OFTEN I think people around me use

social media too often

I would like to hear people more in real life than online SOCIAl mEDIA mAKE mE FEEl GOOD ABOUT mYSElF

In the future we will communicate

more online than offline I would be frightened if we would talk to

each other more online than offline in the future

Survey questions from the survey ‘How Social Are We?’ - by Vivienne Mak & Manon Penné. January, 2015

How do you spend your Actively and frequently posting 7,4%

Occasionally posting

Liking others’ posts

Commenting on others’ posts 38,2%

Looking at others’ posts

time on social media?

69,1%

73,5%

82,4%

Photos taken by Manon PennĂŠ and Vivienne Mak to map the problem in images.

How much time a day do 10 - 30 minutes a day 30 - 60 minutes a day > 60 minutes a day

54%

you spend on social media?

21% 25%

I use social media to stay informed

Totally disagree

1 2

5,9%

22%

4 5

25% Totally agree

about other peopleâ&#x20AC;&#x2122;s occupations

47,1%

I use social media to inform Totally disagree

20,6%

44%

20,6%

7,8%

7,8% Totally agree

others of my occupations

Photos taken by Manon PennĂŠ and Vivienne Mak to map the problem in images.

I think I use social Totally disagree

17,6%

11,8%

27,9%

20,6%

22,1% Totally agree

media too often

Photos taken by Manon PennĂŠ and Vivienne Mak to map the problem in images.

I think people around me Totally disagree

1,5%

11,8%

23,5%

35,3%

27,9% Totally agree

use social media too often

I would like to hear people

Totally disagree

1 2

1,5%

8,8%

25%

27,9%

36,8% Totally agree

more in real life than online

I would be frightened if we would talk to each other more online than offline in the future Totally disagree

7,3%

14,8%

23,5%

17,6%

36,8% Totally agree

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Quote by Megan Jean May

”We’re too

concerned about taking photos to

look good for

social media,

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instead of taking photos to

create memories.”

m R. S ElF IE D O N ’ T m I S S W H AT ’ S A R O U N D Y O U

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Still from the video ‘Mr. Selfie’ - by Tzivanas. February 4, 2015

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Untitled by Banksy

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#artselfie is a book that is being published by DIS that shows a collection of instagram images with the hashtag #artselfie. At http://artselfie.com you can follow the constant flow of new pictures.

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#artselfie a book by DIS, 2014

Random selection of pictures with the hashtag #artselfie

A project done by Man Bartlett who has done many projects that involve our online lives and social media. This time he responded to peopleâ&#x20AC;&#x2122;s questions on Facebook and Twitter for a period of 24 hours.

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#24hEcho installation by Man Bartlett, 2010

SOCIAl mEDIA GUARD TA K E S T H E S O C I A l O U T O F m E D I A

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The Social Media Guard - campaign by Memac Ogilvy Dubai for Coca Cola. February 19, 2014

Photos taken by Manon PennĂŠ and Vivienne Mak to map the problem in images.

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Installation with Twitterific by Debo Eilers in MoMa PS1, 2010

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Twitterific by Debo Eilers, 2010

Photos taken by Manon PennĂŠ and Vivienne Mak to map the problem in images.

OFFlINE GlASS DESIGNED TO CURE THE ANTI SOCIAl

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The Offline Glass - Campaign by Fischer&Friends. May 29, 2013

Stills from Stainless by Adam Magyar, 2011

Photos taken by Manon PennĂŠ and Vivienne Mak to map the problem in images.

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CARmEN-STROmAE l’ A m O U R E S T C O m m E l’ O I S E A U D E T W I T T E R

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Stills from the music video â&#x20AC;&#x2DC;Carmenâ&#x20AC;&#x2122; - by Sylvain Chomet for Stromae. April 1, 2015

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Pictures with the hashtag #catstagram , uploaded in less than 1 minute.

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100 vibrating phones, giving you the feeling that you need to pick up, that they are calling you. The title HPVS refers to the Human Phantom Vibrating Syndrome, the phenomenon where you get the feeling that your phone is vibrating in your pocket but it turns out, itâ&#x20AC;&#x2122;s not.

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HPVS (Human Phantom Vibration Syndrome) by Christopher Baker, 2009

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Murmur study, an arduino based machine that constantly registers Facebook and Twitter messages from all over the world.

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Murmur Study by Christopher Baker, 2009

FARADAY CAFE S O R R Y, Y O U R P H O N E I S B l O C K E D

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Artist Julien F. Thomas and architecture office Hughes Condon Marler have designed a coffee bar in Vancouver that disconnects you from all wireless networks once you’re inside. The Faraday Café in Vancouver got its name from the Faraday Cage, a material shield around the bar’s interior that was built by the designers to block all electromagnetic signals. By creating a place without any digital connections the owners of the Faraday Café hope to restore nondigital, social interaction between people. 153

“Since purchasing a smartphone this past year, I’ve noticed it has enabled more productivity in many ways — in fact I can’t remember how I lived without it. The flip side of this is that I’ve also noticed its negative effect on my personal relationships and stress levels”, explains Julien Thomas to Pop-Up City. “A friend mentioned the Faraday Cage concept and I thought it would be an interesting experience for others. I knew the cage wouldn’t be enough of a draw for most people, so that’s when I decided to turn it into a cafe serving high-end coffee.”

The Faraday Café - Popupcity.net. July 13, 2014

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Pictures with the hashtag #OOTD , uploaded in less than 1 minute.

Photos taken by Manon PennĂŠ and Vivienne Mak to map the problem in images.

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Collection of over 600 facebook profile pictures of known and less known artists around the world.

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The Facebook Show in Mona Detroit by Jef Bourgeau, 2010

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Ongoing project where you can register your current feelings and a code will turn it automatically into visual data.

We Feel Fine (ongoing project) by Jonathan Harris and Sep Kamvar, 2006

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Pictures with the hashtag #sunset , uploaded in less than 1 minute.

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A big part of our research was based on a study of the visual language of antiand protest movements. You will find some inspiring images and artwork in this section.

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Selection of artwork made for the Hippie movement, â&#x20AC;&#x2DC;60

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Selection of artwork made for the FREE PUSSY RIOT! movement, 2012

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Selection of artwork made for Dolle Minaâ&#x20AC;&#x2122;s and other feminist movements

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Selection of artwork made for the Riot Grrrl movement, â&#x20AC;&#x2DC;90

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“there is no Wifi

in the forest.

but i promise you’ll find

a better connection.”

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Quote by unknown

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Logo made for the Solidarnosc movement in Poland, â&#x20AC;&#x2DC;70

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Artwork made for the Solidarnosc movement in Poland, â&#x20AC;&#x2DC;70

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Selection of artwork made for the Occupy movement, since 2011

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â&#x20AC;&#x153;i think people spend too much time staring into screens and not enough time drinking Wine, tongue kissing and dancing under the moon. - rachel Wolchin

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ENOPH

CONCEPTS This chapter will be about what we did as graphic and advertising designers. You will see which concepts we came up with and which designs we made. You will see that we definitely evolved during our master project. As conceptual designers we know that searching for the right strategy, the right tone of voice and the right concept can take quite a long time. Sometimes it may seem that we just make up a concept and execute it right away, however most of the time this is not the case. It may look quite easy but usually it’s about 99 no’s before we get to a yes. This can be very frustrating. Your bin is full of crumpled papers. Quite often you end up with an approved idea that you came up with right in the beginning, but wasn’t just as right back then. You see, our job is not that easy to be honest. Working in a team isn’t that easy either. You may think we are twice as strong since we are twice as many but we can tell you that sometimes it is also twice as hard.

Because two people need to work in perfect synergy. One is mostly about the words and the other is mostly about the images. But the one with the words also has an image in mind and the one with the images also has some words in mind. Well we can tell you, not that simple. But on the other hand our work is synergetic and we make each other better so no, we will not be splitting up for a while. Our conceptual thoughts started with the idea that we wanted to organise small events and fun initiatives that came from one organisation to make people aware that their behaviour is not very social. However, very soon we came to the realisation that many small initiatives may not be as interesting as coming up with one big initiative. And we also realised that in order to start our whole project we had to come up with an organisation from which everything started. So the organisation became our starting point. As you will see in our own design research we came up with a lot of different names and logoâ&#x20AC;&#x2122;s and eventually ended up with ENOPH.

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a name Was born, but that Was just the start.

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A name which is an anagram of the word phone and which, if you read it in English, sounds like enough. This means that we have had enough/ enoph of your phone and we want you to no longer use it in the company of others. A name was born, but that was just the start. We needed a logo, a statement, a way to make people aware of our organisation, etc. Enoph work to be done. You will notice in this chapter that we came up with a lot of concepts and probably even more designs to go with them. But you will also see the end result and what it all led up to.

Okay, so first of all, there were a lot of names and even more logos and yes we counted them. There are 236 variations in logos. You can enjoy some of them on the following pages.

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ciety

society

socie

ciety

SOCIETY

SOCIE

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Selection of logos designed for the name Social Society.

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Selection of logos designed for the name Unplugged.

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Selection of logos designed for the name Switch.

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Selection of logos designed for the name ON LIFE.

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Selection of logos designed for the name Analog.

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society

SOCIETY

society

Selection of logos designed for the name The Hi Society.

society

SOCIETY

society

Selection of logos designed for the name The Hi Society.

HI SOCIETY

Selection of logos designed for the name The Hi Society.

HI SOCIETY

Yay, our final name was born. However that meant that we could start all over again with the design of the logo. Many more designs were to follow.

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enoph enoph enoph enoph noph Selection of logos designed for the name ENOPH.

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Selection of logos designed for the name ENOPH.

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enop enop enop enop 212

eno eno ph. ph.

ph. ph. ph. ph. 213

en en op op h. h. Selection of logos designed for the name ENOPH.

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Selection of logos designed for the name ENOPH.

eno Logo designed for the name ENOPH.

oph 0

enoph 0

enoph. 0

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enoph 0

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Selection of logos designed for the name ENOPH.

PHONE Final logo design.

PHONE

Final logo design in negative.

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Stills from our logo animation movie.

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The Social Coaster concept.

So now that our logo is finished we can start with visualising our first ideas.

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The Social Tray concept.

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The Social Menu concept.

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One of the concepts that we worked on for quite a while was the social menu. It is a menu that would help you take the perfect pictures of your food and drinks and make you look ridiculous while doing it.

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The Social Menu.

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The Social Menu.

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he p. A s k t ay s h e l coffee w l d a n u d o n ckgrou use some ungr glass. a b e ic An ur an if y o u c h e m n e x t t o y o b a r is t a et c a l p d n beans a p and gram ap f o o d s ta r l d ! # e h t he wo ad now D o w n l o r p h o t o w it h t u o y e shar

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We are v e ry So r ry. Ther e is a n ov e r l oa d o f f o o d p ict ur e s. W e w o nâ&#x20AC;&#x2122; t be abl e t o po st yo ur pic ture . May be in st e a d o f spending t im e o n he r e , yo u sh o ul d spe n d so m e time w t h yo ur co m pa ny.

POS T

Put your phone in here and have some social time with your friends

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The social label for bars and café’s.

The Social Café conceptboards.

This is the first series of posters that we designed with the idea to introduce ENOPH to our target group.

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We have had ENOPH. Poster design #1.

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We have had ENOPH. Poster design #1.

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We have had ENOPH. Poster design #1.

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We have had ENOPH. Poster design #1.

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We have had ENOPH. Poster design #1.

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With the posters comes an app to help people send an angry message. This message will tell a friend you have had ENOPH of their phubbing.

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App design #1.

App design #1 different screens.

We needed a break from inventing new concepts. This is why we decided to design some stickers and screenprint them ourselves.

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Stickers screenprint ready.

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Stickers screenprint process.

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Stickers screenprint process.

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Stickers screenprinted.

Then there was a new concept, it was no longer we, but the phones who have had ENOPH. We thought it would be much more funny if it was the phone talking to you about your anti-social behaviour. Telling you that he is leaving you because he has had ENOPH. This new concept inspired us with all kinds of new ways of telling our story. So therefore all of our visual language, except for our logo, had to be changed.

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The PHONES have had ENOPH. Poster design #2.

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The PHONES have had ENOPH. Poster design #2.

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The PHONES have had ENOPH. Poster design #2.

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We made a teaser to get the online public familiar with our project.

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The PHONES have had ENOPH. Stills for online movie test.

enough

enoph For our offline campaign we came up with little protest signs for the phones to leave around in the city and bars. The PHONES have had ENOPH. Mobile protest signs.

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Give us some

Give us som

off-time

off-tim

No more

phones

No more

phones

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Leave the phone

alone We have had

enoph!

Leave the p

alon We have had

enoph!

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The PHONES have had ENOPH. Boomerang postcards.

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For the offline campaign we also designed some stickers that you can stick on the phone of someone who is phubbing.

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The PHONES have had ENOPH. Phone stickers.

WE have

had enoph!

The PHONES have had ENOPH. Phone stickers.

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WE have

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had enoph!

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The PHONES have had ENOPH. Phone stickers.

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These designs were made to get back to the basics. Back to a cleaner look.

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The PHONES have had ENOPH. Poster design #3.

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The PHONES have had ENOPH. Poster design #3.

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The PHONES have had ENOPH. Poster design #3.

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Handwritten font designed for our visual language.

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Handwritten font designed for our visual language.

The research of the visual language of protest movements made us redo all of our designs. They made us realise that our designs had to be much more in your face as if they are screaming towards their audience.

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The PHONES have had ENOPH. Poster design #4.

We also redid the design of the app so that it would feel more cohesive with the new visual language.

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App design #2.

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App design #2 different screens.

While working in our new visual language we came up with the idea of the ENOPH of the PHONE day. A day where we ask everyone to put down their phone for one day. This day will be announced through posters, boomerang cards and an online facebook event.

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Announcement ENOPH of the PHONE Day poster. Final design.

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Announcement ENOPH of the PHONE Day poster. Final design.

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Announcement ENOPH of the PHONE Day poster. Final design.

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Announcement ENOPH of the PHONE Day poster. Final design.

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Announcement ENOPH of the PHONE Day poster. Final design.

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Announcement ENOPH of the PHONE Day, Boomerang postcard. Final design.

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Announcement ENOPH of the PHONE Day, Boomerang postcard. Final design.

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During the ENOPH of the PHONE Day we will hand out stickers with real likes on it to anyone who likes their phone more than real people.

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Real like stickers spread on the ENOPH of the PHONE Day.

Real like stickers to be spread on the ENOPH of the PHONE Day.

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20/06 ENOPH OF THE Phone day

Real like beer coasters.

Another gimmick at the ENOPH of the PHONE Day will be coasters for your beer that we have spread throughout different bars. The coasters will also give real life likes instead of an online thumb.

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Real like beer coasters.

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Real like beer coasters.

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On the ENOPH of the PHONE Day we will ask bartenders to turn of their wifi for one day. Instead we will give them our wifi connection called ENOPH, which is a wifi network that you have never seen before. It will ask you to watch a short clip. This movie will end with the message that you need some offline quality time.

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Concept for no-wifi-today.

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Stills from our no-wifi-today-movie.

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Stills from our no-wifi-today-movie.

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COlOFON

EDITING

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Johan Penné Ingrid Elsinga Matthias van Zadelhoff

PRINT Blurb.com Paperback, Trade Size: 15x23cm White, uncoated paper, 105g/m2 Font: Avenir Own font THANKS TO

Sint Lucas University College of Art and Design Our coaches

CONTACT

manon.penne@hotmail.com vivienne.mak@hotmail.com cargocollective.com/mADwomen blog: manonvivienne.wordpress.com