CAGD390 PROJECT PROPOSAL KATE SCOTT DESIGN CONCEPT The design - - PowerPoint PPT Presentation

CAGD390 PROJECT PROPOSAL

KATE SCOTT

DESIGN CONCEPT

The design concept that informs my design project is: to investigate the need to establish a successful brand identity system that does not promote or endorse the use of GMOs but rather applies a precautionary approach to inform and educate both consumers and retailers about the products. A combination of primary and secondary sources will be used to unpack the underlying elements of the branding system including ‘The Fundamentals of Branding’, ‘Working With Wickedness and the concepts

• f ‘green-washing’ and cause marketing.

This project will develop a new branding system and accompanying collateral. The effectiveness of a branding system will remain the focus. The accompanying collateral may include: Packaging or packing wrap for GMO/ Non-GMO products information booklet/ posters, Infographics, style guide, website

• r application, a feature article for the new

scientist magazine.

John Law - ‘Working Well With Wickedness’ “Wicked problems can’t be cured: this is precisely what makes them so intractable” “The debate [of GMO’s] includes political

• pportunism by activists who are not

scientists”

• Carmen Bain

Wicked problems are not solved; they are, at best, managed”

• Batie and Schweikhardt (2010)

Melissa Davis - The Fundamentals of Branding “Branding has shifted from being simply about ‘identity’ creation - that is, designing a logo, name and ‘look and feel’ for the brand

• to a period of attempting to emotionally

connect with audiences”

• Davis (2009, p.20)

“Product and service innovation to introduce more sustainable, responsible products for the environment is a huge potential growth area for brands”

• Davis (2009, p.62).

THEORETICAL REFERENCES

RESEARCH

PlanTea - ‘Talking Fruit’ Discusses stickers and labels attached to fruit and vegetables available from supermarkets.

• Codes on stickers do not only do they serve

as a PLU code they also tell you how fruit is grown.

• Numeric system was developed by the

Produce Electronic Identification Board.

• Conventionally grown fruit (grown with

chemical inputs) the PLU code on the sticker consists of four numbers.

• Organically grown fruit has a five-numeral

PLU prefaced by the number 9.

• Genetically engineered (GM) fruit has a

five-numeral PLU prefaced by the number 8. The Nuclear Power Debate

• Works to ‘conquer the energy crisis before

it conquers us. ’

• Contains characteristics similar to that of

GMO’s as both industries use similar points to argue in favor of their technology, and how it is making a cleaner, more productive and more efficient world, with less damaging effects of the environment.

• Entine states, “I think to jump to the

conclusion that the solution is nuclear power

• r genetically modified crops is, let’s just say,

not supported by the evidence. ... One of the things we know about technology is that it’s almost always a two-edged sword. It does some things for us very well but it often creates other different problems.”

Australian Made

• The

green and goal Australian Made logo which features a stylistic Kangaroo inside a sharp cornered triangle.

• Designed by Melbourne graphic designer

Ken Cato, and launched by Prime Minister Bob Hawke in 1986.

• As of 2012 it has been recognized by

98.8% of Australian consumers (Australian Made 2016).

• Example of a successful and powerful

marketing tool as it helps businesses to effectively brand their products as “Australian” to consumers with a preference for buying locally made good.

• .Company is seen as trustworthy by these

Australian consumers as the trademark can

• nly be used if a company’s products have

been approved by the Australian Made Campaign.

VISUAL RESEARCH

• Trademark branding system
• Style guide

Still unclear on collateral however ideas that have arisen include;

• Packaging or package wrap
• Information booklet or QR
• Website or phone application
• Posters/Infographics
• Feature article

DESIGN MEDIUM JUSTIFICATION

• “Consumers are wanting to be educated

about it and wanting to make informed choices.”

Jennifer Alsever (2010)

• Organic marketing has increased 15%

since 2012.

• Although it is open to all ages the I believe

the main age group that interacts with retail and grocery shopping would be those aged 20-54 years.

• When looking into GMO’s a better indicator

would include a person’s values.

MARKET/TARGET AUDIENCE

For completion of my major project I hope to display the branding system and it’s application across all collateral. The final outcomes I wish to achieve is a professional, creative branding system that creates a sense of honesty and authenticity.

PROPOSED FINAL OUTCOMES

ITC AVANT GARDE GOTHIC LT BOLD ITC AVANT GARDE GOTHIC BOOK

INITIAL DESIGN VISUALS

Week 4 - Reflect on feedback from project proposal and presentation (incorporate and adjust to develop concept statement). Week 5 - Continue to research and explore branding identity. Ensure concept is solidified, and begin ideation stage - working to develop identity system e.g. typography, name etc. Week 6 - Create design roughs, and refine

• identity. Still in ideation phase creating

iterations for what could be the identity. Week 7 - Continue ideation phase, and further develop branding system and style guide. Week 8 - Be in the final stages of the brand identity and style guide. Week 9 - Interim presentation - Have completed style guide and selected brand identity. Received and integrate any feedback, and begin working on collateral. Week 10

• Develop

templates for application/ web/editorial (depending on what is selected), working on any illustrations that may be required. Week 11 - Refine content and continue working on any necessary collateral. Week 12 - Finalize all collateral ensuring all feedback throughout session has been taken on board. Week 13 - Final presentation - present finalized brand and style guide, present all collateral and receive, reflect, and integrate any feedback ready for week 14. Week 14 - Refine, finalize and prepare for submission. Week 15 - Final submission/preparation for grad show in weeks to come.

PRODUCTION TIMELINE

Adobe Creative Suite Adobe Creative Suite in particular :

• InDesign
• Illustrator
• Photoshop.

Academic Texts

• The book ‘The Fundamentals of Branding’

by Melissa Davis.

• Ambrose and Harris ‘Design Thinking’.

Lynda.com

RESOURCES REQUIRED

Ambrose & Harris, 2010, Design Thinking, AVA Pub- lishing, London, United Kingdom, pp 12-29 Armstrong , G, Adam, S, Denize, S & Kolter, P 2015, Principles of Marketing, 6th edn, Pearson, Mel- bourne, VIC. Australian Made 2016, About The Logo, Australian Made, viewed 10 August 2016, < http://www.aus- tralianmade.com.au/why-buy-australian-made/ about-the-logo/>. Batie, S & Schweikhardt 2011, Societal Concerns As Wicked Problems: The Case Of Trade Liberalisa- tion – 21 Societal Concerns As Wicked Problems, OECD. Entine, J 2016, ‘Denialism and the ‘Scientific Con- sensus’: Naomi Oreskes’ Attacks On Nuclear Energy and GMOs Expose Deep Divide Among Environmentalists’, Huffington Post, 2 January, viewed 8 August, < http://www.huffingtonpost. com/jon-entine/post_10952_b_9111688.html>. Investopedia 2016, Greenwashing, Investopedia, viewed 10 August 2016, < http://www.investope- dia.com/terms/g/greenwashing.asp>. Law, J 2014, Working Well With Wickedness, The Open University, Walton Hall, UK. Mortenson, E 2015, ‘GMO label debate a ‘wicked’ problem’, Capital Press, 24 July, viewed August 8, <http://www.capitalpress.com/Nation_World/ Nation/20150724/gmo-label-debate-a-wicked- problem>. Okeson, S 2015, ‘GMO debate a ‘wicked prob- lem’ ’, The Joplin Globe, 8 August, viewed 8 August, <http://www.joplinglobe.com/news/ local_news/gmo-debate-a-wicked-problem/arti- cle_e7b0296b-4475-5b0c-8f97-2f51f15c6cc8.html>. Pearson, D Henyrks, J & Jones, H 2010, ‘Organic food: What we know (and do not know) about consumers’ Renewable Agriculture and Food Systems, pp. 1-7, viewed 12 August 2016, <http:// www.canberra.edu.au/researchrepository/ file/41c7e9c4-51ec-996f-7c5b-9d32a33c9921/1/ fulltext_published.pdf> Ridarakanchana, N 2013, Here’s Who Eats Natural And Organic Foods, And Why: Market Research, IBT, viewed 12 August 2016, <http://www.ibtimes. com/heres-who-eats-natural-organic-foods-why- market-research-1437858>. 2015, Campbell Announces Support for Manda- tory GMO labeling, Cause Marketing, viewed 11 August 2016, < http://www.causemarketingforum. com/site/apps/nlnet/content2.aspx?c=bkLUK- cOTLkK4E&b=6430205&ct=14811327&notoc=1>

RESOURCES/ BIBLIOGRAPHY