gretchen m. mfa media design project book

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Design Digest

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Depicting my responsibility.Habitual Recycling

Fueled by a passion for change and a focus for our future, Habitual Recycling is providing current information and resources for the best possible quality of life. Habitual recycling seeks to strengthen our local environments. Reciprocating positive change.

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Habitual RecyclingDepicting my responsibility.

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Table of Contents

Section 3: Style Guide

Section 2: Creative Development

Section 1: Research

Section 4: Final Designs

Recycled steel sculpture by Keith Coleman

Depicting my responsibility.

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I am aware of my choices

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Section One: Research 5

Research1.1 Abstract

1.2 Focus

1.3 Research

1.4 Client Profile

1.5 Client Brief

1.6 Research Summary

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Abstract

The combined efforts of Goodwill and Earth911.com culminate in this campaign to increase awareness and gently coax the population’s majority to shape our

everyday behaviors to include recycling as a habitual practice. Understanding the environmental challenges the Earth faces is a big step towards addressing them and their solutions. The largest problems/solutions are anthropogenic

choices, it is significant to note the problem and the solution are universal.

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Targeting concerned individuals old enough to make their own choices, young enough to remain flexible. The cornerstone to helping shape the daily habits of the general public in Oregon, where recycling is as easy as choosing which receptacle to use, or walking an extra 50 feet to find the right one. With curb side recycling and city-issued composting bins, the opportunity to recycle is not the issue at hand; the choice to do so is.


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Our environment refers to more than just the soil that promotes growth, the water that fills our thirst and the air that filters through our daily lungs. Our environment includes the social circles we rotate through, the overall tone of our society and the values we place on life. Of all the possible forces that effect our environments, the human population is the largest threat.

Botkin and Keller represent that a John Eli Miller from Middlefield, OH, who died in the mid 20th century was survived by five of (his and his one wife’s) seven children, 61 of 63 grandchildren, 338 of 341 great-grand children and six great great grandchildren. In just four generations a population of two turned into more than 300.

Re-purpose

Botkin, D., & Keller, E. (2007). Enviromental science earth as a living planet. (6th ed.). Hoboken, NJ: John Wiley & Sons, Inc.


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Solid waste is comprised of a multitude of things, from accumulated biological process, clothing and household items to cleaning products and home improvement products and materials. The way livestock is raised; poor farming practices and mass food production also contribute to unnecessary accumulation of solid waste and pollution.

Reduce

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In Oregon, 2010 recovered 50% waste generated for re-use a 1.7 percent increase over the previous year (http://www.oregon.gov/DEQ/). The DEQ Report to the Legislature, Solid Waste Management Program Information Update for 2009-2010, gives 4,671,845 tons solid waste in Oregon alone for 2009. A significant decrease from the 5,728,518 tons in 2006, these figures are alarming non-the-less (LegReport-2010-1). Tons recovered in 2006 were reported to be 2,495,050; meaning 3,233,468 tons went to landfill. 2,583,580 tons to landfill in 2009 is significant considering how populations don’t tend to decrease without major wars and/or catastrophes.

Oregon department of environmental quality. (n.d.). Retrieved from http://www.deq.state.or.us/lq/sw/index.htm

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Founded in 1991 by a privately owned company, Earth911.com is a for-profit Online Recycling Directory (Earth911.com). With a network of over 11,000 local experts, a solid base for distribution is forged. With “more than 1 million ways to recycle” (Earth911.com), there is much to talk about. Earth911.com is an innovative leader in personal recycling management.

“For nearly 110 years, Goodwill® has been an entrepreneurial leader, environmental pioneer and social innovator of the “reduce, reuse, re purpose” practice” (Goodwill.com). Goodwill’s commitment to community is evident in their sustainable building and operational practices. Goodwill diverts more than two billion pounds from landfills each year (Goodwill.com).

A Coalition of

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Section One: Research

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Teamwork at our core.Giving Oregonians the little whisper of encouragement whenever possible; maybe a recycled bag stamp, a love note inside your favorite crackers or a garbage can reminder, we hope you’re thinking twice about your fingerprint.

Habitual Recycling recognizes the need to remind and educate the prevention of environmentally harmful waste. This bilateral symmetry is they key to demonstrating the powerful force of We vs. I

Combining the efforts of Goodwill and Earth911.com, the campaign aspires to increase awareness

and gently coax the population’s majority to shape their everyday behaviors to include recycling as a habitual practice.What isn’t identified as a problem cannot be addressed with a solution. Focusing on personal responsibility involves everyone and our direct daily actions.

The cornerstone to helping shape the daily habits of the general public in Oregon will start with a gentle nod when it’s least expected.

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COMPANY Name: Coalition of Goodwill and Earth911.comName: Habitual Recycling

Industry: Second Hand Store / online Recycling DirectoryCategory: Non-Profit / For-Profit

OBJECTIVE:

To raise local recycling awareness through the use ofmedia using gentle reminders to help shape the populationsdaily habits.

TARGET CLUBS & TRIBES:

Riders of Public transportation

Consumers purchasing locally made goods

Information junkies who like to share with others

BIG GOAL or Project OUTCOME & how it will beMeasured for Success:

To increase the number of habitual recyclers by 25%and decrease the amount of local waste by 25% from the4,671,845 tons in 2009 to 3,503,884 tons by 2012(www.deq.state.or.us)

COMPETITORS: People who refuse to re-use.

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Corporate Identity Package

Website and Digital Advertising

Transit amd Billboard Signage

Re-usable Merchandise

Motivational Packaging Accessories

Client Brief

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With awareness as the sale, public buy-in is extremely important. Understanding the impacts of recycling or not becomes a driving focus to creating motivation and information including but not limited to what is or is not recyclable.

The SWOT Analysis indicates the campaign focus builds around an easy to embrace principle with a broad base of information available. Challenges include recognition of a new brand and a potential to deflect awareness by using grotesque or daunting methods.

As a hypothetical campaign, our mission is to be seen as a progressive educational tool, offering gentle reminders about the importance of recycling. The EPA reports that the overall trash produced by Americans increased by 60% from 1980 to 2005. Though the 255 million tons per year reduced to 243 million tons between 2007 and 2009, there is still a long way to go to wear the title sustainable.

Without awareness and daily reminders, progress towards waste reduction can be slowed, increasing waste generation. Keeping the public I fixed on the necessity to recycle.

To Sumarize

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Planning his as part of my future.

What motivates you?

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Creative Development

Targeted Audience

Personas

SWOT Analysis and Action Plan

Inspirational visual elements

Tag lines and Creative Copyright

Logo Development

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21Window Farms by Brita Riley

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Junk to Funk fashion at the Porltand Art Museum

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Audience Overview

Section Two: Creative Development 23

Understanding the environmental challenges the Earth faces is a big step towards addressing them and their solutions. The largest problems/solutions are anthropogenic choices, it is significant to note the problem and the solution are sourced in the same guise.

Seeking 18-35 year olds whose income ranges from poverty to $60,000 annually. We are looking at smart individuals who use their resources wisely; like public transportation and locally grown organic produce. People who understanding the value of self-perpetuation and preservation and the need to maintain a healthy lifestyle.

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Four years ago, John had been working his way through a grueling minimum wage to share a house with many other bachelors. His interest in college has been a shadow of a thought since he met Andrea. While he enjoys his job, mostly for the comradre, the physical toll it will have is evident in the veteran employees. Jon is both afraid for his future on its current path and compelled to find a better life for himself. Jon enjoys a good book, he finds himself easily wrapped up in suspense, action fiction and the stupidly funny. Jon demonstrates a meticulous dedication for perfection with his model car collection, new car is carefully sealed up in a mini-shadow box to protect and preserve it. Jon has received multiple awards and placed well in contests he has entered his cars into. Jon loves working out in the mirror and thinks very highly of himself, his confidence gives him a slightly arrogant side, but he has a big heart and a natural ability to lead others. What little attention he does pay politics, he considers himself democratic.

Persona’s

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Having taken a leave of absence to raise her family, Andrea has been at home for 3 years, raising their children, taking care of herself and her half of the chores. Growing slightly restless, Andrea is incredibly intelligent and has a degree and a passion in Forest Biology, though there are times that she can be so caught up in her surroundings that she forgets to do things like recycle on the fly. Andrea takes an active approach to her overall mood and body image, by working out consistently with Jon; she finds that their days are happier. Andrea values her family above all, she seeks to raise her children to love and respect life and find happiness for themselves. She understands the need for longevity for the sake of her children and the children of her children. Andrea hasn’t much time to participate in as many social events as before, and she’s fallen out of touch with a few close friends, but overall she remains a prominent member of the community. Andrea treats politics and religion with a similar grain of salt, choosing none, she does believe everything has a soul, and she tries to be considerate of her opinions while in the company of those who disagree, without giving up who she is inside.

Section Two: Creative Development

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Strength

Opportunity

Easy to embrace

Internal Passion

Subject expertise

Informational variety

Influence daily habits

Recycling efficiency

Inspiring learning

Public Stimulation

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Threat

New campaign

Product recognition

Broad focus

Oversimplification

Public interest

Participation

Overhead

Effort required



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Habitual Recycling is committed to raising local recycling awareness through the use of gentle reminders to help shape the populations every day habits.Habitual Recycling is a unified movement that anticipates and encourages the addition of like minded coalition members to both sponsor and communicate the will of a healthy earth.

Change is in our heart


Progressive • Proactive • Sustainable

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Inspirational Visual Elements

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33Section Two: Creative Development

Habitual RecyclingAccepting my responsibility.

Habitual RecyclingThis everyday choice is mine.

Habitual RecyclingPlanning theirs as part of my future.

Tag line/copy

They start so small. As we watch them grow, we learn unconditional love, patience. They fall, we cry. They triumph, we radiate. Our every day choices give them hope. Hope to sustain a planet capable of supporting their childhood dreams.

Recycling is an everyday choice.

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Logo Development

Initially the campaign was titled Recycle Awareness, the new name adhered roughly six months later.

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Style Guide

Robot Sculpture: Brian Marshall - Wilmington, DE

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3.1 Logo Applications

3.2 Campaign Colors

3.3 Typography

3.4 Appropriate Imagery

3.5 Medium-Specific Standards

3.6 Voice and Tone

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Globe fill color may come from color palate only.

Logo ApplicationsLogo typeface in Grilled Cheeze BTN

Logo min. 80 pt

Be sure logo remains larger than 80 pt. to retain proper visible recognition.

Consider the carbon footprint: Use color versions for web and poster only, print and package stamps in black and white.

The restricted use of color involved in printing with certain mediums is intended as a measure of recognition, reflectively making a choice to restrain from unnecessary abundance.

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Section Three: Style Guide 39

Do not use imagery in the logo.

Do not change the font.

Do not change the color of any element beyond the globe fill.

Unacceptable Logo Applications

Do not shrink beyond 80 pt.

Remember to reduce the line weight with the smallest versions.

Do not present the logo without the square frame.

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The color palate consists of brown, green, blue, orange and yellow; all representative of earth colors, with calming, cognitive and passionate undertones. Not only are these colors indicadive of nature, they can be found among the most comonly used colors for recycling receptacles globaly.

Color Palate

2443A8

B18C72

DF8F1B

C85027

2F705D

8E6355

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Gill Sans Ultra BoldBig Caslon

Very similar to the logo typeface, Gill Sans Ultra Bold typeface for Headings keeps the message light-hearted enough to remain palatable, legible enough to read and bold enough to stand out. Big Caslon for copy, giving a professional personalization that is open and easy to read.

While in print, Big Caslon is used for body text, Optima is used for footnotes and references, in web functions, Optima and Big Caslon will switch places, I think the sans-serif reads better in the lower resolutions.

Though I do personally prefer sans, in the case of print, Big Caslon is the more elloquent fit.

The Heading/subheading pairings will be the only parts allowed to right alignment. Headings don’t need to be gargantuous to portray their purpose, the thickness of the font conveys that already. The use of white space is important to keep a cleaner feel, the message needs to convey a feeling without clutter.

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Typography

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Clean images depicting positively impactful scenarios are preferred. Absolutely do not use horrifying images of grotesque worst-case-scenario environmental issues. Try to maintain images containing the earth tone palette, do not use vibrant, neon or dramatic colored images.

Photography

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There is a little more freedom when designing for web and print, when the use of ink and materials is not as taxing. The web pages have the same image twice, one full page size set at 25% opacity and another framed and full strength.

Web and Print

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Crackedpots

Crackedpots uses art to encourage our community to creatively look at trash. Reuse is at the heart of all we do. Think before you throw.

Visit: Crackedpots

8th Annual Recycled Arts Festival

Vancouver Washington

Is it trash or is it art?

Visit the hippest, most eco-conscious festival of the year and see for yourself how people are giving new life to items that were landfill-bound.

Visit: the Art Festival

Recycled Art

HOME HOPE TRIVIA US

It’s your finger on the globe.

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Accepting ownership is the primary focus of Habitual Recycling; only I have control of my actions. To identify with people by owning and acknowledging one’s self and actions by drawing the reader in and investing their actions as well, whatever actions they choose. Just because the tone has been set as such, does not mean the message has to come out stiff and official. While consistency will help to build recognition and in turn will hopefully stimulate an increase in recycling, people are more likely to respond positively to a smile and a wave of encouragement.

Voice and Tone

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Dragon Plastique: France


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4.1 Business Documents

4.2 Website and Digital Advertising

4.3 Packaging Print

4.4 Bilboard and signage

4.5 Re-usable shopping bags

4.6 Apparel

Final Design

by Recycle Art (www.recycleart.ch), on display at the “Art & Style” exhibition in St. Gallen

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Business Package

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Depicting my responsibility. Section Four: Final Design

Website and Digital Advertising

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Flash Website can be viewed at www.gii88.com/RAIndex.html

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Packaging

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Depicting my responsibility. Section Four: Final Design

Signage

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Recycled Fashion Show

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Apparel


behaviorssimp

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Waste where you live. (n.d.). Retrieved

from http://www.epa.gov/osw/wyl/stateprograms.htm

Biocycle. (n.d.). Retrieved from http://www.jgpress.com/archives/_free/000848.html

Oregon department of environmental quality.(n.d.). Retrieved from http://www.deq.state.or.us/lq/sw/index.htm

Best, K. (2006). Design management. Case Postale: AVA Publishing. Botkin, D., & Keller, E. (2007). Enviromental science earth as a living planet. (6th ed.). Hoboken, NJ:

John Wiley & Sons, Inc. Felton, G. (2006). Advertising concept and copy. (2nd ed.). New York, NY: W.W. Norton & Company.

Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team, 3rd Edition, 3rd Edition. Wiley Custom Select, 9/7/09.

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63References

Krause, Jim. Type Idea Index: The designer’s ultimate tool for choosing and using fonts creatively. How Design Books, Cincinnati OH, 2007.

Krause, Jim. Design Basics Index: A graphic designer’s guide to designing effective compositions, selecting dynamic components & developing creative concepts. How Design Books, Cincinnati OH, 2000.

Krause, Jim. Idea Index: Graphic Effects and Typographic Treatments. How Design

Books, Cincinnati OH, 2004.

Zelanski P. and Fisher P. Color: Fourth Edition. Prentice Hall, Upper Saddle River NJ, 2003

Top, P. and Cleveland J.. Designing for the Greater Good: The best in cause-related marketing and nonprofit design. Collins Design. New York, NY, 2010.

http://www.oregonmetro.gov/

http://recyclingfacts.org/


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http://www.portlandonline.com/bps/index.cfm?c=41461

http://www.treehugger.com/htgg/how-°© to-°© go-°© green-°© recycling.html

http://www.epa.gov/osw/conserve/rrr/recycle.htm

http://www recyclingawarenessideas.com/http://www.hometownlife.com/article/20120212 NEWS06/202120375/Curbside -°©recycling-°© list ©acceptable-°© items-°© gows?odyssey=mod|newswell|text|Royal%20Oak|s

http://earthobservatory.nasa.gov/

http://nineplanets.org/earth.html

http://waterlife.nfb.ca/

http://www.sciencedaily.com/

http://pubs.acs.org/journal/esthag

http://www.omsi.edu/

http://smarthistory.khanacademy.org/

http://www.sciencenews.org/

http://www.globalissues.org/issue/168/environmental-°©issues

http://www.livescience.com/

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Photogarphy References

Front Cover: http://www.flickr.com/photos/avlxyz/2830651778/

Back Cover: http://www.flickr.com/photos/10179889@N07/3807131999/

recycled steel sculpture by Keith Coleman http://www.flickr.com/

photos/11159069@N00/5024683978/

Window Farms by Britta Riley

http://www.flickr.com/photos/seeminglee/4051219901/lightbox/

Weightlifting guy http://www.flickr.com/photos/foxypar4/1004465285/sizes/l/in/photostream/


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http://www.flickr.com/photos/kevinwakelam/4030542016/sizes/l/in/photostream/

leaf

http://www.flickr.com/photos/carolyncochrane/4661444562/sizes/o/in/photostream/

plasticyarn

http://www.flickr.com/photos/hellejorgensen/297723806/sizes/o/in/photostream/

treelight

http://www.flickr.com/photos/givengraphics/3868941601/sizes/z/in/photostream/

solarpan

http://www.flickr.com/photos/dominicspics/3289308282/sizes/l/in/photostream/

beachlight

http://www.flickr.com/photos/dcdead/4982350545/sizes/l/in/photostream/

tahobreathtaking

http://www.flickr.com/photos/patrick-smith-photography/4156243713/sizes/o/in/photostream/


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Junk to Funk at the Art Institute of Portlandhttp://www.flickr.com/photos/artinstituteofportland/3270118415/sizes/l/in/photostream/

metal skull

http://www.flickr.com/photos/dichohecho/2676294533/sizes/o/in/photostream/

Recycled glass image

http://www.flickr.com/photos/booleansplit/3485785389/http://www.flickr.com/photos/dichohecho/2676294533/sizes/o/in/photostream/

recycled alien

http://www.flickr.com/photos/mle86/3486657546/Fuzzy’s

http://www.flickr.com/photos/ben124/5396260658/sizes/l/in/photostream/

discface

http://www.flickr.com/photos/nickgentry/4786006075/sizes/l/in/photostream/

rhubarb

http://www.flickr.com/photos/eglantine/3709778602/sizes/o/in/photostream/


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http://www.flickr.com/photos/kino-eye/37596727/

silverwear robot

http://www.flickr.com/photos/adopt-a-bot/3970113726/sizes/l/in/photostream/

teamapple

http://www.flickr.com/photos/lotusutol/80108626/sizes/l/in/photostream/

Blue recycle bin

http://www.flickr.com/photos/moylek/268575414/sizes/l/in/photostream/

wind

http://www.flickr.com/photos/ronsho/513352843/sizes/z/in/photostream/

bell peppers

http://www.flickr.com/photos/moonjazz/4225205433/sizes/o/in/photostream/


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Heart Leaf

http://www.flickr.com/photos/31878512@N06/3717397890/lightbox/

Finger Heart

http://www.flickr.com/photos/pinksherbet/317804279/

Heart Hands

http://www.flickr.com/photos/samiksha/5782319154/

Old family Photo

http://www.flickr.com/photos/usdagov/6302489145/sizes/l/in/photostream/

Big Recycle Bins

http://www.flickr.com/photos/nataliehg/3112511714/sizes/l/in/photostream/

Recycled wind chimes

http://www.flickr.com/photos/cyanocorax/2854057756/sizes/l/in/photostream/

Create your own never ending story.

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gretchen m. mfa media design project book

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