my journal
DESCRIPTION
The place where I put my thoughts on what happened over the 10 week sustainable projectTRANSCRIPT
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I, Pencil
Innumerable Atencendants
No One Knows
No Mastermind
Testimony Galore
Bibliography
Target Audience
Our Given Persona
Defining Our Persona
Lectures
Noreeen Blanluet
David Berman
Alison Howard
Workshops
Understanding Our Persona
Pecha Kucha
Research
Stainless Steel
Leather
Cotton
Proposal
Initial Ideas
Narrative
Our Mark
First Ideas
Refining Them
Final Outcome
Briefing
Conclusion
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I am a lead pencilthe ordinary wooden pencil familiar to all boys and girls and
adults who can read and write.*
Writing is both my vocation and my avocation; thats all I do.
You may wonder why I should write a genealogy. Well, to begin with, my story is
interesting. And, next, I am a mysterymore so than a tree or a sunset or even a flash
of lightning. But, sadly, I am taken for granted by those who use me, as if I were a
mere incident and without background. This supercilious attitude relegates me to the
level of the commonplace. This is a species of the grievous error in which mankind
cannot too long persist without peril. For, the wise G. K. Chesterton observed, We are
perishing for want of wonder, not for want of wonders.
I, Pencil, simple though I appear to be, merit your wonder and awe, a claim I shall
attempt to prove. In fact, if you can understand meno, thats too much to ask of
anyoneif you can become aware of the miraculousness which I symbolize, you can
help save the freedom mankind is so unhappily losing. I have a profound lesson to
teach. And I can teach this lesson better than can
an automobile or an airplane or a mechanical
dishwasher becausewell, because I am
seemingly so simple.
Simple? Yet, not a single person on the face of
this earth knows how to make me. This sounds
fantastic, doesnt it? Especially when it is realized
that there are about one and one-half billion of
my kind produced in the U.S.A. each year.
Pick me up and look me over. What do you see?
Not much meets the eyetheres some wood,
lacquer, the printed labeling, graphite lead, a bit
of metal, and an eraser.
Innumerable AntecedentsJust as you cannot trace your family tree back very far,
so is it impossible for me to name and explain all my
antecedents. But I would like to suggest enough of them
to impress upon you the richness and complexity of my
background.
My family tree begins with what in fact is a tree, a cedar
of straight grain that grows in Northern California and
Oregon. Now contemplate all the saws and trucks and
rope and the countless other gear used in harvesting and
carting the cedar logs to the railroad siding. Think of all
the persons and the numberless skills that went into their
fabrication: the mining of ore, the making of steel and
its refinement into saws, axes, motors; the growing of
hemp and bringing it through all the stages to heavy and
strong rope; the logging camps with their beds and mess
I, PencilMy Family TreeAs told to Leonard E.Read
Innumerable Antecendents No One Knows No Mastermind Testimony Galore Bibliography
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halls, the cookery and the raising of all the foods. Why, untold
thousands of persons had a hand in every cup of coffee the
loggers drink!
The logs are shipped to a mill in San Leandro, California.
Can you imagine the individuals who make flat cars and
rails and railroad engines and who construct and install the
communication systems incidental thereto? These legions are
among my antecedents.
Consider the millwork in San Leandro. The cedar logs are cut
into small, pencil-length slats less than one-fourth of an inch
in thickness. These are kiln dried and then tinted for the same
reason women put rouge on their faces. People prefer that I look pretty, not a pallid white. The slats
are waxed and kiln dried again. How many skills went into the making of the tint and the kilns, into
supplying the heat, the light and power, the belts, motors, and all the other things a mill requires?
Sweepers in the mill among my ancestors? Yes, and included are the men who poured the concrete
for the dam of a Pacific Gas & Electric Company hydroplant which supplies the mills power!
Dont overlook the ancestors present and distant who have a hand in transporting sixty carloads of
slats across the nation.
Once in the pencil factory$4,000,000 in machinery and building, all capital accumulated by thrifty
and saving parents of mineeach slat is given eight grooves by a complex machine, after which
another machine lays leads in every other slat, applies glue, and places another slat atopa lead
sandwich, so to speak. Seven brothers and I are mechanically carved from this
wood-clinched sandwich.
My lead itselfit contains no lead at allis complex. The graphite is mined in Ceylon. Consider
these miners and those who make their many tools and the makers of the paper sacks in which the
graphite is shipped and those who make the string that ties the sacks and those who put them aboard
Innumerable Antecendents No One Knows No Mastermind Testimony Galore Bibliography
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make shiny sheet brass from these products of
nature. Those black rings on my ferrule are black
nickel. What is black nickel and how is it applied?
The complete story of why the center of my
ferrule has no black nickel on it would take pages
to explain.
Then theres my crowning glory, inelegantly
referred to in the trade as the plug, the part
man uses to erase the errors he makes with
me. An ingredient called factice is what does
the erasing. It is a rubber-like product made by
reacting rape-seed oil from the Dutch East Indies
with sulfur chloride. Rubber, contrary to the
ships and those who make the ships. Even the lighthouse keepers
along the way assisted in my birthand the harbor pilots.
The graphite is mixed with clay from Mississippi in which
ammonium hydroxide is used in the refining process. Then
wetting agents are added such as sulfonated tallowanimal
fats chemically reacted with sulfuric acid. After passing through
numerous machines, the mixture finally appears as endless
extrusionsas from a sausage grinder-cut to size, dried, and
baked for several hours at 1,850 degrees Fahrenheit. To increase
their strength and smoothness the leads are then treated with a
hot mixture which includes candelilla wax from Mexico, paraffin
wax, and hydrogenated natural fats.
My cedar receives six coats of lacquer. Do you know all the
ingredients of lacquer? Who would think that the growers of
castor beans and the refiners of castor oil are a part of it? They
are. Why, even the processes by which the lacquer is made a
beautiful yellow involve the skills of more persons than one
can enumerate!
Observe the labeling. Thats a film formed by applying heat to
carbon black mixed with resins. How do you make resins and
what, pray, is carbon black?
My bit of metalthe ferruleis brass. Think of all the persons
who mine zinc and copper and those who have the skills to
Innumerable Antecendents No One Knows No Mastermind Testimony Galore Bibliography
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common notion, is only for binding purposes. Then, too, there
are numerous vulcanizing and accelerating agents. The pumice
comes from Italy; and the pigment which gives the plug its
color is cadmium sulfide.
No One KnowsDoes anyone wish to challenge my earlier assertion that no
single person on the face of this earth knows how to make me?
Actually, millions of human beings have had a hand in my
creation, no one of whom even knows more than a very few
of the others. Now, you may say that I go too far in relating
the picker of a coffee berry in far off Brazil and food growers
elsewhere to my creation; that this is an extreme position.
I shall stand by my claim. There isnt a single person in all
these millions, including the president of the
pencil company, who contributes more than
a tiny, infinitesimal bit of know-how. From the
standpoint of know-how the only difference
between the miner of graphite in Ceylon and
the logger in Oregon is in the type of know-
how. Neither the miner nor the logger can be
dispensed with, any more than can the chemist at
the factory or the worker in the oil fieldparaffin
being a by-product of petroleum.
Here is an astounding fact: Neither the worker
in the oil field nor the chemist nor the digger of
graphite or clay nor any who mans or makes the
ships or trains or trucks nor the one who runs
the machine that does the knurling on my bit of
metal nor the president of the company performs
his singular task because he wants me. Each one
wants me less, perhaps, than does a child in the
first grade. Indeed, there are some among this
vast multitude who never saw a pencil nor would
they know how to use one. Their motivation is
other than me. Perhaps it is something like this:
Each of these millions sees that he can thus
exchange his tiny know-how for the goods and
services he needs or wants. I may or may not be
among these items.
Innumerable Antecendents No One Knows No Mastermind Testimony Galore Bibliography
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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No Master MindThere is a fact still more astounding: the absence of a master mind, of anyone dictating or forcibly directing these
countless actions which bring me into being. No trace of such a person can be found. Instead, we find the Invisible
Hand at work. This is the mystery to which I earlier referred.
It has been said that only God can make a tree. Why do we agree with this? Isnt it because we realize that we
ourselves could not make one? Indeed, can we even describe a tree? We cannot, except in superficial terms. We can say,
for instance, that a certain molecular configuration manifests itself as a tree. But what mind is there among men that
could even record, let alone direct, the constant changes in molecules that transpire in the life span of a tree? Such a
feat is utterly unthinkable!
I, Pencil, am a complex combination of miracles: a tree, zinc, copper, graphite, and so on. But to these miracles which
manifest themselves in Nature an even more extraordinary miracle has been added: the configuration of creative human
energiesmillions of tiny know-hows configurating naturally and spontaneously in response to human necessity and
Innumerable Antecendents No One Knows No Mastermind Testimony Galore Bibliography
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Once government has had a monopoly of a creative activity such, for instance,
as the delivery of the mails, most individuals will believe that the mails could not
be efficiently delivered by men acting freely. And here is the reason: Each one
acknowledges that he himself doesnt know how to do all the things incident to mail
delivery. He also recognizes that no other individual could do it. These assumptions
are correct. No individual possesses enough know-how to perform a nations mail
delivery any more than any individual possesses enough know-how to make a
pencil. Now, in the absence of faith in free peoplein the unawareness that millions
desire and in the absence of any human master-minding! Since
only God can make a tree, I insist that only God could make me.
Man can no more direct these millions of know-hows to bring me
into being than he can put molecules together to create a tree.
The above is what I meant when writing, If you can become
aware of the miraculousness which I symbolize, you can help
save the freedom mankind is so unhappily losing. For, if one is
aware that these know-hows will naturally, yes, automatically,
arrange themselves into creative and productive patterns in
response to human necessity and demandthat is, in the absence
of governmental or any other coercive mastermindingthen one
will possess an absolutely essential ingredient for freedom: a faith
in free people. Freedom is impossible without this faith.
Innumerable Antecendents No One Knows No Mastermind Testimony Galore Bibliography
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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of tiny know-hows would naturally and miraculously form and
cooperate to satisfy this necessitythe individual cannot help
but reach the erroneous conclusion that mail can be delivered
only by governmental master-minding.
Testimony GaloreIf I, Pencil, were the only item that could offer testimony on
what men and women can accomplish when free to try, then
those with little faith would have a fair case. However, there
is testimony galore; its all about us and on every hand. Mail
delivery is exceedingly simple when compared, for instance,
to the making of an automobile or a calculating machine or
a grain combine or a milling machine or to tens of thousands
of other things. Delivery? Why, in this area where men have
been left free to try, they deliver the human voice around the world in less than one second; they
deliver an event visually and in motion to any persons home when it is happening; they deliver 150
passengers from Seattle to Baltimore in less than four hours; they deliver gas from Texas to ones
range or furnace in New York at unbelievably low rates and without subsidy; they deliver each four
pounds of oil from the Persian Gulf to our Eastern Seaboardhalfway around the worldfor less
money than the government charges for delivering a one-ounce letter across the street!
The lesson I have to teach is this: Leave all creative energies uninhibited. Merely organize society
to act in harmony with this lesson. Let societys legal apparatus remove all obstacles the best it can.
Permit these creative know-hows freely to flow. Have faith that free men and women will respond
to the Invisible Hand. This faith will be confirmed. I, Pencil, seemingly simple though I am, offer the
miracle of my creation as testimony that this is a practical faith, as practical as the sun, the rain, a
cedar tree, the good earth.
Innumerable Antecendents No One Knows No Mastermind Testimony Galore Bibliography
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---
Read, Leonard E. I, Pencil: My Family Tree as told to Leonard E. Read. Irvington-
on-Hudson, NY: The Foundation for Economic Education, Inc. 1999. Library of
Economics and Liberty [Online] available from http://www.econlib.org/library/Essays/
rdPncl1.html; accessed 15 August 2012; Internet.
---
Leonard E. Read (1898-1983) founded FEE in 1946 and served as its president until his
death.
I, Pencil, his most famous essay, was first published in the December 1958 issue of
The Freeman. Although a few of the manufacturing details and place names have
changed over the past forty years, the principles are unchanged.
* My official name is Mongol 482. My many ingredients are assembled, fabricated,
and finished by Eberhard Faber Pencil Company.
Innumerable Antecendents No One Knows No Mastermind Testimony Galore Bibliography
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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Actually, millions of human beings have had a hand in my creation, no one of whom even knows more than a very few of the others.Leonard Read
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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Our Given Persona Defining Our Persona
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
As groups we picked out of a hat, a persona. Our group got
given a 22-35 year old employed male. My first reaction was a
bit blank as I have no relation to this age group; for me it is a
vast void. Its the sort of age where a man settles down into a
comfortable job and looks to start a family if he has not already
got one.
From here we decided what type of person he was going to
be. Was he going to be married, divorced or widowed? Does he
have any children of his own, or adopted? Does he own his own
business? Does he work in an office? Has he any hobbies? There
were a billion questions to ask and answer.
Target AudienceTarget Audience
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Basic InformationWe first decided on an age. So we went roughly
in the middle of 22 and 35, and chose 31. Then
we decided that he would be a black male; there
was no rationale behind this. But we did decide
that he had a son aged 7 and that he would be
a widower, as this is not a common persona we
thought it would give us a challenge. We then
discussed the possibility of him owning his own
business, which we knew would reduce the
ammount of spare time he had as it would be
spent running his business. So then we decided
that he ran his own restaraunt. Also, to keep him
social we knew that he would still be in slight
depression over the death of his wife so he would
be an introvert. But if he was part of a sports
team he would have friends already and so we
decided that he played basketball (on hindseight
this may have been a bit stereotypical, oh well!)
And from there, everything else flowed.
Name: Adam Deyals Ingh-Framkstan
Age: 31
Job: Owner of Restaraunt
Earns: Between 30-35k per year
Married: Widower
Children: 7 year old boy
Residence: 2 bed studio appartment in city centre
Our Given Persona Defining Our Persona
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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Psychographic InformationWe then thought of the type of person he would be. So we thought that because of him being a widower, he would be
compassionate and care lots for the people he both knows and doesnt yet know. It also led us to deciding that he would
be generous to his son and that he would be protective of him. Also the fact that he owns a business means that he has
to be a motivated person and also maybe a perfectionist to excel in a carreer in catering. We also decided that he would
be democratic as he cares for other people and their thoughts.
Hobbies and InterestsAs we previously said, he was a member of his local basketball
team. So he has friends to go out with drinks with occassionally,
perhaps after a training session or on a Saturday night. But
being an introvert, perhaps he wouldnt be the one to ask
someone to join him on a night out. In order to keep his fitness
up for basketball he is a member of the gym and goes running
regularly. Also as his age group is early thirties, we thought that
hed be in keeping with up to date trends, rather than wearing
stuff from the 90s.
Our Given Persona Defining Our Persona
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
In hindsight this may have been stereotypical, oh well!Matt Crowley
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I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
The Brief
The brief, whether we chose to accept it or not; was to firstly
choose a product that was directly relatable to the graphic design
proffession. We then were to research the materials behind our
chosen product, where they came from, how they were made,
who made them etc. And also how they were distributed.
We were then to choose one of the tripple bottom line issues
and raise the awareness of the sustainablility or unsustainablility
of the chosen product. We were to use the medium of one print
based outcome and one on screen based outcome.
And our final outcomes had to be focussed around the needs
our chosen target audience.
Our ProductAfter brainstorming within our group, we chose 5 products:
Money, Post-It Notes, Bag, Library and a pen. After deliberation we
thought that a bag had a just enough information to research that
we wouldnt leave research out. We then thought that a bag is too
vague, and so said that it would be a leather satchel.
The Brief
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I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Imagine this design assignment: Design something that makes oxygen, sequesters carbon, fixes nitrogen, distills water, accrues solar energy as fuel, makes complex sugars and food, creates microclimates, changes colors with the season, and self replicates. Why dont we knock that down and write on it?
William McDonough
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Noreen Blanluet David Berman Alison Howard
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
As an introduction to the way of sustainable thinking we were first introduced to the
two ways of thinking: Linear and Cradle to Cradle.
Linear: When a product is made, once used it gets disposed of as it is unable to be
used again.
Cradle to Cradle: Where a product is made, then used, then recycled to become
something else and nothing is being wasted.
Then we were introduced to the tripple bottom line way of thinking:
1. Enviromental: Where a product effects the planet
2. Economical: Does the profit of the product give back to local society?
3. Social: Is to do with the welfare of the people who make and recycle the product.
Learning about the Social side of sustainability was interesting
as it brought up what would happen to the product after it had
been used. We were given the example of an ink carteridge;
once this was recycled it would be shipped to a third world
country and left for a young boy to rummage through and
take the components apart. This had all sorts of health issues
associated with it. So although you think youre doing the right
thing recycling the product, sometimes youre not being quite as
sustainable as you like to think.
Noreen Blanluet
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Noreen Blanluet David Berman Alison Howard
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
The lecture started by him opening a packet of gum. It took 5
layers of packaging for him to actually be able to eat the gum.
And then this gum was to be binned after being used as it wasnt
recyclable. He then asked us if we could think of ways to re-use
gum; an injectioning flavour system, for example? I had never
thought about gum being recycled, I always thought of gum as
being food, but obviously I knew that it wasnt recyleable, I just
never made the link until he showed me.
We were then told about his life and the journey he took to
where he is today. Even including his trip to a tiger temple.
He brought sustainability back to design specifically and first
showed us some baloot papers. The ballot papers he showed us
were the ones used in America. The designs for this particular
ballot papers were poorly designed in that the user was
confused as to which box associated to which candidate.
The next example was of the Canadian traffic
light system. The design was created specifically
for colour blind people. So to get around this
problem different shapes were introduced. So
now people who cant see specific colours can
now recognise shapes to tell them when to go
or when to stop. Clever!
David BermanDavid Berman
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Designing For EveryoneBefore he left us he got people to stand up out of their seats if they were disabled.
At first 25% of us stood up. Then he explored what a disability was; in the end
we all eventually found outselves standing up. We are all disabled one way or
another; whether or not its an offical disability is a different question. But we need
to recognise that when we design, we arent just designing for one fit abled body
person, we are designing for somebody without an arm, who isnt of a specific age
group, who doesnt speak your language. And this I think is whats going to be my
biggest challenge as a designer in the real world.
Noreen Blanluet David Berman Alison Howard
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Dont Just Do Good Design; Do GoodThe final message he left was him asking us not to just
do good design, but to do good. Immediately I made
a connection to a hobbie of mine; surfing. There is a
charity set up around the world to keep the beaches
and sea clean, its called Surfers Against Sewage. And I
am now working with the Surf Society in the University
to organise a clean-up day at our local beach.
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Noreen Blanluet David Berman Alison Howard
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Being the second half our our client, Alison
couldnt give us much more information about
sustainability as it had already been given by
both Noreen Blauntlet and David Berman. So this
lecture was more of one about what she does
and how to go about answering our brief.
Alison Howard
She told us about other techniques to get people
to engage; others being giving insentives, or the
complete oposite is to give penalties if you dont
recycle.
I guess the best thing to learn from this is to
know your audience. If you can get someone to
do something they otherwise wouldnt you need
to offer something that would be of interest or
of use to them. Theres no point in offering free
surfboards to each participant in a handicapped
society. It just wouldnt work!
One of the projects she was involved with was for
waste management in Monmouthshire council.
They had to introduce eco bins for food waste,
but found people are reluctant to change. So
they had to incorporate some sort of sly scheme
to get people to change. The technique they
employed was to use peer pressure; by using
the people who are willing to participate in the
scheme they can use peer pressure to get those
who dont use the bins to start using them.
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I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Will we use it to trick them into buying more stuff they dont need or will we use it to share ideas that really deserve to be shared?David Berman
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Understanding Our Product Pecha Kucha
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Dr Wendy Keay-Bright
Understanding our ProductThis workshop was for us to get into our target audience and find out what they
actually need from the product, and how the product makes them feel. In simple,
how to make them engange with our chosen product.
We were given some tasks to complete. Each involved writing on post-it notes.
The first was to write any assumptions we have about the product.
Secondly we had to write down how this bag made us feel.
Thirdly, what do we value about this product.
Fourth, we had to say how the product would be used.
Fifth, we had to talk about what difficulties there might be with our product.
We found that the feelings and values about the product sometimes crossed paths.
For example We felt like we could do more if we had a bag, and we also valued
that fact.
Role PlayingI did not attend. I felt it would not be a
constructive use of my time. The task was to take
part in a role playing activity where one member
of the group pretended to be the target audience
who would give a fictional story about the product.
Because the member of the group would have to
give a fictional story about the product, I felt as
though this could be done at any time and wasnt
an important factor in reaching our final outcome.
The first workshop was a lot more useful than the
second. In my mind.
Dr Wendy Keay-Bright
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Olwen Mosely
Understanding Our Product Pecha Kucha
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Pecha KuchaWe were tasked with creating a pecha kucha
presentation of our progress with our project and
where we were going to go next.
At first our group panicked as it reduced the ammount of time we had to work on our project. But
anyway, we got it done and presented it to the other groups afterwards was given feedback by Olwen.
She praised us on the quality of research we had done and also the compitence of our presentation
skills. But then she explored with us where we could go for our final outcome. And it became
apparant that she hadnt been briefed on what we were doing properly. She gave us ideas on how to
make each of our products more sustainable or how to package our products more sustainably. To a
lot of other groups this confused them a lot more as they hadnt grasped the brief properly either and
sent them off on all sorts of tangents.
So to make the most of this workshop I used it as an oppurtunity to gage where we were on our
timeline, and to see how much work we had left to do.
Olwen Mosely
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I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
When there are tiers of meaning in an ad it intrigues the audience and they look for it again and again. William Shanter
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Stainless Steel Leather Cotton
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Stainless Steel
The two key ingredients of stainless steel are Iron Alloy and
Chromium. By adding the chromium it stops the iron alloy from
corroding, making it long lasting and appealing in looks.
The DiscoveryMetal has been around for hundreds of years but was enginered
to stop coroding in 1821, by one Pierre Berthier (a French
metallurgist.) It wasnt until 1912 when the stainless steel we
use today was created. It was first used for cutlery sets, most
commonly known for in the Savoy Hotel in London.
The Making ProcessIt starts by blowing up the ground with explosives. Then
the rock is grounded up and using powerful magnets
the iron ore is sperated from the rock. Then the iron is
heated in incredibly powerful ovens and mixed with lime
to extract all most of the impurities to make it a stronger
material. Then the raw iron is left to cool as giant slabs.
To turn the raw iron into Stainless Steel, the iron is melted
again and pure oxygen is blown through the melted
iron reducing the impurities again. Once this process
is completed, different kinds of metals can be added to
create different types of steel. To make stainless steel you
add Chromium.
These slabs while still at a temperature between
1,100 - 1,300 degrees centigrade are rolled out to create
sheets between 65mm and 25mm thick. Once the steel has
cooled down it is then rolled back and forth again between 3mm
and 65mm. From this point the sheets are cut into different sizes
and then ready to be shipped off to customers.
Where It Comes FromChina has the biggest export of iron ore by more than 700
metric tonnes. The largest stainless steel factory in the world
is in Malaysia and in 2020 the 1.6 US Billion Dollar plant shall
produce more than 182,000 tonnes of cold steel in one year.
RecyclabilityStainless steel is 100% recyclable. In 2007 27 million tonnes of
stainless steel was created and 16 million tonnes of that came
from recycled material.
Stainless Steel
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Leather
Stainless Steel Leather Cotton
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Where It Comes FromThe majority of leather comes from India. The conditions
for animals in India, particularly cows, are diar. The cattle
is malnourished and made to walk long distances to reach
illegal transport trucks to take them to the slaughterhouse. In
the slaughterhouse cows throats are slit while they are still
conscious. Of the cows that comes from India, 40% of the profit
comes from the cows hide; whereas in Britain, its only 20%.
The leather is hide is then taken to leather tanneries within
India. I managed to find a real life story of one tannery worker.
Chemicals such as chromium, acids and ammonium salts. All of
which have detrimental factors. If these chemicals are induced
into the body it can cause anything from leukemia to cancer.
Studies show that populations near a leather tannery have high
levels of leukemia. Click here to see the interview.
Leather
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Cotton
Stainless Steel Leather Cotton
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Where It Comes FromCotton originally comes from a plant grown in fields. And the largest producer of cotton is America.
The plants are sewn by tractors with spreaders that sew as many as 10 to 24 rows at a time. After
6 weeks fluffy buds start to appear on the plants which looks like white candy floss. Because of the
money America has, cotton farmers use machines to harvest the cotton buds from the plants. This
cotton is then baled into giant loaf shapes weighing around 200k each. These loaves are then sold
to customers to be weaved into thread.
When it is woven, machines break down the bales, cleans the fibres and then lays them down next
to each other. These fibres then turn into yarn by spinning frames which roate at a rate of 2,500
revolations per seconds. This yarn is then woven using a loom as it has been done for hundreds
of years, just on a faster scale. Once woven it is then ready to be bleached and dyed into whatever
colour chosen.
SustainabilityCotton farmers still use pesticides. These can have health effects
on the farmers which are degenerate. The most popular illness
is leukemia. But it is a fact that in the past 5 years there has been
a 22% increase in organic cotton farming. All cotton can be
recycled again, especially in clothing as unwanted clothes can
be sent to developing countires for other people to wear.
Cotton
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I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
The last four years I have worked no more than ten days per month. If I work more, the itching starts. It is unbearable. The doctors ointment doesnt help much. But I need to work so my family can live
Venkatesh
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Initial Ideas
The Bag TagOn screen would be an advert, telling people to look out for a
tags on the leather satchels that they buy
The print would be a tag that went onto the bag which had on
it the life story of the bag (where its come from, who made it,
what went into making it etc.)
The Bag BookOn each leather satchel would be a printed booklet explaining
the steps that go into creating that bag.
On screen would be an advert which would appear on youtube
adverts and also on television ads telling people to look out for
these books that were attached to bags.
The Schools InitiativeThe printed outcome would be a booklet giving certain
information about leather products. The booklet would also hold
a weblink for the children to go to with their parents when they
got home.
On screen, after the child and parent has loaded the webpage
from the booklet, would be an online quiz/game that would
involve both the parent and child.
What Are You Carrying On Your Shoulders?Printed would be a poster that would advertise a website for
people to go to.
The website itself would explain to people the effect that the
satchel has on the people who make it.
We found that this idea could work across many levels for the
print based outcome as it lends itself to guerilla advertising. By
creating a Mark it would create curiosity among people to find
out what it meant.
Guerilla Advertising- Bag strap padding with printed Mark
- Moss painting of a Mark
- Get sports teams to hold a Mark
- Bus shelter posters of Mark
- Print Mark onto stuffing that comes in bags in the shop
The Guerilla Advertising ideas soon turned into something
major within our ideas. We developed the sloagans What are
you leaving behind for your child? and Who are you carrying
on your shoulders? These both fitted into the insights of our
persona. We then thought of what applications these slogans
could go on in relation to satchels:
- Straps
- Pin-ons/ Stick-ons
- Stencils for people to decal their bag with
- Keyrings to attatch to zips
- Bands to attach to bag straps
- Rain protectors
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Narrative
The whole idea of this project was to communicate a narrative
to an audience; our audience would connect to a particular
narrative if he could relate to it. So taking into account the
tripple bottom line way of thinking, we thought our audience
would connect to a social narrative best.
So we then took all of our ideas and thought of which ones would work best. We
decided that we liked our Guerilla best. But during tutorials we realised that we only
liked it because it appealed to us the most, we didnt really take into account our
given persona.
So when we thought again we needed an idea that would force our persona to
interact with it. So looking back over our initial ideas we thought that a television
advertisment would work best as he is forced to watch it when hes watching TV. So
that took care of our on screen.
For the print based outcome we thought that the stuffing that you get on the inside
of a bag would work best as he is forced to interact with that in order to use the bag.
It also had another ecological benefit in that we werent adding any more materials
to the bag as we were using whats already there, as opposed to adding more
material like straps for the bag.
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Our Mark
We knew we needed a Mark to symbolise our campaign. This symbol would go
alongside our slogan Who are you carrying on your shoulders? So we thought
about ideas that would tie with carrying on your shoulders. For my sketches of our
symbol i chose abstract images/ lines I didnt want to be too literal with the mark.
Plus if I could create a line drawing that connected at the end then that would tie
into the idea of sustainability and the cradle to cradle concept.
Our final Mark was designed by Tom. His idea
was abstract looking but wasnt too abstract for
people to not understand what the image was.
The chosen Mark is in the banner at the top of
the page.
Our Mark
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Initial Ideas Narrative Our Mark First Designs Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
First Designs
StylisingThe logo Tom had made was a single colour vector image. It looked very clinical and
lacked personality and empathy. So I thought the way around this would be to create
the image by hand; have uneven edges, blotchy colouring. The personal touch.
First Ideas
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Start of the InfographicsWhen Tom mocked up some page layouts we decided
immediately that we didnt want it to be too text heavy. So the
way around giving information quickly and clearly was to use
infographics. So again in-keeping with a house style, I made the
images hand drawn. I also at this stage started playing around
with my own hand drawn typefaces.
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
The TypefaceI wanted a typeface both for the headings and for body text. So
for the heading typeface, I chose a condensed capitals similar
to that of Bebas. The letters themselves didnt have clean edges,
werent fully coloured in, werent symetrical; so they looked
hand drawn in simple. The body text was a lowercase geometrial
typeface. As it was drawn by free-hand, I tried as much as I could
to keep them symetrical but this is physically impossible.
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
The VideoOur initial idea was to have someone as a
narrator explaining what our campaign was
there for. In order to keep it engaging we wanted
something where the filmed person could
interact with computer based images that would
be added to the back ground later.
We thought for our narrator that it would work
best if we had a young person to speak. As our
target audience has a child of his own and we felt
he would pay more attention to the advert if the
voice was of a childs. Luckily Tom has a 9 year
old brother who had an inset day at his school
and took the day to come up to Cardiff and help
us do some filming.
The FilmingThe filming couldnt have gone more to plan than we had expected. Jack (Toms brother) was shy at first but soon loosened up and was able to add
some character to the narration. We got him to incorporate some hand actions; for example when he raised his hand we would then try to animate
an image hovering on his hand.
The IllustrationsThe illustrations we had related to what Jack was talking about. For example he spoke about the products of the bag, and to his side the products
would appear. These products would then turn into the people who manufacture those products. Then the people would be placed onto a map of
the world showing the distances between where each product has come from in order to create the final satchel. These people then turned into our
Mark as the map of the world disappears. The people line up as Jack finishes his narrative. Then all by one people fade away and the one left. fills
the screen.
Click to activate
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Refining Them
By scanning the hand-drawn vectors into the
computer we were then able to manipulate them
on screen using Adobe Illustrator.
After thinking about the material that the poster
would be printed on, we decided to change our
colour scheme. We found that we were able to
print on brown paper, which would darken the
colours we have and also give them a sepia tint.
And to keep things simple, were only using two
colours, marron and charcoal.
Refining Them
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
The VideoAfter a tutorial with Neil it was clear to us that the sound quality
of the video was not great as we had background noise of the
diggers outside. We needed to clear this up by using software
from the internet.
We also needed the title of our campaign; Who are you carrying
on your shoulders at the end of our video next to our Mark so
it was really emphasised to the viewer.
One thing we needed to do in our video, but we couldnt do
as we had a lack of time on our hands; was to make the intro
text act as though it was hopping onto shoulders, or the back
of a person. The way the text acts at the minute is a simple
kinetic type animation, but making that tie into the whole idea
of carrying someone on your shoulder would be great for
emphasising our campaign.
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Final Outcome
Click to activate
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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If at first the idea is not absurd, then there is no hope for it.Albert Einstein
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
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I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
Conclusion
How I Felt Towards The Project Before I StartedIt has to be said that I wasnt hugely looking forward to the project. Sustainability
is like cleaning your room, youre always nagged to do it because you cant be
bothered. But when it is done, you usually are happy that youve done it. I knew
sustainability as a green box which you had to fill with used items that sat infront of
your house every Wednesday morning to be collected by some guys with facial hair
and gloves bigger than Mickey Mouse.
But on the other hand I was looking forward to learning more of the applications
that InDesign has available to use. Ive not created a journal before, so although it
was new to me I thought it might be a great idea seeing how my ideas came about
and also reviewing what happened over the 10 weeks.
How I Felt Towards The Project When I FinishedSUSTAINABILITY WAS MORE THAN JUST PREVENTING THE OZONE LAYER FROM
BEING DESTROYED?! The tripple bottom line way of thinking was completely new
to me, and was incredibly easy to understand. We all accepted
that we had a responsability to be sustainable in graphic design,
and we all accepted that the responsability started last year.
Ive personally been effecting the world for 19 years of its four
and a half billion years of existence and only been aware of the
ecological side of the effects Ive had for about 8 years. Ive only
been aware of the effects Im having on other people and on the
ecnomical system for the past 10 weeks.
I now feel more compitent with the utilities that InDesign has
to offer and see it much more than just software to use for page
layout.
I am grateful to everyone who has contributed to the making
of this project. But I do however feel as though the project
couldve been finished in less than ten weeks. The ammount of
research we have collected has seemed to
impress anyone who has asked us about
our research but this research couldve
been done in one week. Other areas such
as the designing stage could be done in
less than two weeks. I appreciate the time it
takes to get settled into new surroundings
again and also that tutors cant be on hand
every single second of the day as there are
other students to look after. But I do feel
that the time it has taken to do this project
couldve been shorter.
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I feel the content of our outomces and that
we hit the brief with the outcome 100%. I do
however feel as though the style of our designs
let us down. The way we came up with our
style was for both Tom and I to come up with
some illustrations for the Mark. Tom has a style
I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion
What Have I Learnt?Ive learnt that sustainability is actually quite high up on graphic
design agencys lists. It could affect my chances of getting a job
if I do not take sustainability more serriously.
What Have I Appreciated About This ProjectI appreciate the time and effort both my tutors and outside
lecturers have taken to help us learn. For that I would like to both
congratulate and tank them for helping me understand what I,
both as an everyday person and as a designer, is involved in. I
appreciate also the ammount of effort it takes to work as a group
to compromise and also to communicate with each other. Ideas,
I have noticed, if not communicated properly can get pushed to
the side and dont have the chance to evolve into a great idea.
What Would I Have Changed About My Approach and My Designs
I wish personally I worked harder to work with my group. The
way I manage my time was completely different to the other
two peoples time management, in my group. The effects of
which led me to doing the least work within the group and I do
feel bad for that.
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which uses vectors and is very infographic-like. Although we
did use infographics in our designs, I feel that we didnt need to
use condensed type and block colour illustrations. I think if we
worked on it more and didnt just go forward with one style on
the table; that it couldve been better in that it may have suited
our target audience better as well as achieving an empathetic
style. That being said I am pleased with our outcomes as they
are.
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Show up. Pay attention. Tell the truth. And dont be attached to the results.Barney Bubbles