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Neste trabalho vamos relatar dois projetos desenvolvidos entre escola e empresa. Tais projetos ocorreram entre a Escola de Design UNISISNOS e a Gráfica Litocromart LTDA, sob a marca Bino, ambas com sede em Porto Alegre, no extremo sul do Brasil. O primeiro projeto consiste na participação da empresa como cliente da Oficina de Atelier de Projeto do Programa de Aprendizagem 2 do curso de Graduação em Design da UNISINOS, no período correspondente ao 2º semestre de 2009, coordenado por um dos autores deste artigo. O objetivo desta Oficina era que os alunos do curso de Design projetassem brinquedos de papel que pudessem ser fabricados dentro da unidade fabril da empresa-cliente. O segundo projeto consiste no resultado do programa de estágio de um dos autores deste trabalho, atividade necessária para a obtenção do diploma deste autor de Bacharel em Design. Este estágio foi realizado em conjunto com a Gráfica Litocromart no período correspondente ao 1º semestre de 2010, cujo objetivo foi criar uma publicação que compilasse os resultados de projeto da Oficina de Atelier de Projeto ser produzido dentro das limitações fabris do cliente. Desta forma, objetivo deste artigo é analisar os resultados desses projetos e como se deu o seu desenvolvimento dentre a duas partes. Para tanto trazemos conceitos que guiam a metodologia de ensino da Escola de Design UNISINOS, e estudos de colaboração entre escolas e empresas. Finalmente relatamos como se deram estes projetos e os analisamos, buscando sinais que nos ajudem a melhorar essa relação entre as duas partes para a realização de mais um projeto, que envolva a criação de produtos para o cliente, de forma a ter envolvido nesses três níveis de projeto, alunos, formandos e designers profissionais.
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Playing with Packaging A Collaborative Design Experience between University and Company
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso PPG Design UNISINOS | Porto Alegre, BRASIL
3rd International Forum of Design as a Process Politecno di Torino | Torino, Italia | November, 2011
ABSTRACT
The education of design has been studied by several researchers. Donald Schön, in the 1980s investigated teaching in architectural design disciplines and managed to advance in the processes of teaching / learning, proposing the theory of reflection-in-action. However, Universities in general are often displaced from social reality for its strong academic tradition. This study starts by the vision of the design driven innovation to reach a reflexion about how the relationship between University and Companies might play a important role in this process. To do so, we present a collaborative process between the UNISINOS Design School and Litocromart, a packaging graphic industry.
Keywords: Innovation,
Collaborative Design, University & Company
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
DESIGN DRIVEN INNOVATION AND ITS PROCESS
Design represents a new way to innovate inside companies. To do so, it is necessary reconsider its position: design must move for operational levels – related to new product development – to strategic levels, related to management of companies.
Operational level
Strategic level
Tactical level
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
DESIGN DRIVEN INNOVATION AND ITS PROCESS
This innovation process seeks to reconsider the general performance of companies in the market and society. The purpose of this process, usually, is the definition of new scenarios of competitive performance for companies. The ultimate goal is to identify a workable innovation path, allowing a coherent organization development in the future.
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
BUT HOW COULD THIS WORK IN A UNIVERSITY?
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
BINO, PLAYING WITH PACKAGING
Litocromart sought Unisinos in 2009 to develop a totally new business, witch would take the company form a B2B business model to a B2C. The company was interested in develop a brand called “BINO” to sell paper toys, witch would be manufactured within the company’s plant. In order to develop this project, Unisinos has been involving students from undergraduate and graduate courses. The project branched out into 4 cycles: undergraduate, internship, graduate, extracurricular workshop.
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
Unisinos Design School, Porto Alegre - BRAZIL
1st CICLE - UNDERGRADUATE
In the second semester of 2009, Litocromart was the client in the “2nd Design Class” discipline. The discipline used the methodology proposed by Celaschi and Deserti (2007) The goal was to explore the paper toys theme, build some portfolio for the company and develop a brand for this new business. The students were arranged in 6 groups of 3 individuals and developed independently the stages of the design process. The students focused in different target groups and different contexts of use, building very diverse and original scenarios.
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
“For Build” _ office + play
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
Aimeé Schneider, Juliana Coracini & Luísa Brocco
“Playing gift” _ card + packaged + present
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
Douglas Daitx, Fábio Willers & Bruna Luz
“Touch” _ game + story + visual impairments
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
Natasha Kulczynski, Isabela Boessio & Letícia Rodrigues
“No Doubt Dice” _ restaurants + game
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
Rodrigo Hartmann, Rafael Jungbluth & Cláudio Alba
“My Iberê” _ museum + souvenir
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
Nathalia Rückert Martins, Izabel Christina Silva Prola & Maria Celina Canário
“Blumen Lamps” _ nature + decoration
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
Frances Danckwardt, Laura Goldstein & Paula Loher
1st CICLE - UNDERGRADUATE
As results there were concepts of lamps, toys for children with visual impairments, office objects, souvenirs and games, which shows the range of possible answers in the universe of the researched topic. This set of original concepts offered Litocromart a comprehensive range of possibilities for development, and several ways to innovate their business.
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
2nd CICLE – UNDERGRADUATE INTERNSHIP
In order to enhance the collaboration between EDU and Litocromart it was decided to create an artifact that showed the results so far. This artifact was initially presented in the form of a book, but it should be produced within the plant of the company (which does not have binding process). It should also, somehow, show their technology and manufacturing processes. This activity was realized by a student on her last year on a internship that developed a toy-book, which summarized the results of the previous step. This idea of developing a toy-book came about spontaneously, given the nature of the subject treated in the “2nd Design Class” discipline.
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
toy-book Laura Guidali
3rd CICLE – GRADUATE GRAPHIC DESIGN
The third cycle sought to develop a graphic identity for the brand "Bino". To that end, it was conducted a three-day workshop with the class of Graphic Design from EDU, where new ideas were generated in search of a way for the brand Bino, but also for their applications. The results were quite satisfactory and currently the teachers are doing an evaluation of these results along with the company, for its implementation.
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g1 _ brand Cristina, Francis, Mariana, Sabrina
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g1 _ brand variations Cristina, Francis, Mariana, Sabrina
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g1 _ package & bag Cristina, Francis, Mariana, Sabrina
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g1 _ poster & sale point Cristina, Francis, Mariana, Sabrina
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g2 _ brand Fabiana Medeiros, Bianca Gomes, Júlia Correa, Vanessa Trentin
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g2 _ brand Fabiana Medeiros, Bianca Gomes, Júlia Correa, Vanessa Trentin
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g2 _ brand Fabiana Medeiros, Bianca Gomes, Júlia Correa, Vanessa Trentin
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g3 _ brand Daniel Moura, Denny Chang, Luis Fernando
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g3 _ bags Daniel Moura, Denny Chang, Luis Fernando
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g4 _ brand Branda Weppo, Fabiana Dias, Gabriela Zambenedetti, Maria Helena de Carvalho
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g4 _ package & poster Branda Weppo, Fabiana Dias, Gabriela Zambenedetti, Maria Helena de Carvalho
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g4 _ bags & exhibitor Branda Weppo, Fabiana Dias, Gabriela Zambenedetti, Maria Helena de Carvalho
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
g4 _ brand awerness Branda Weppo, Fabiana Dias, Gabriela Zambenedetti, Maria Helena de Carvalho
4th CICLE – EXTENSION WORKSHOP
At the time of submission of this article, this activity has not yet been executed. It consists of a workshop for University extension that will bring together undergraduate and graduate students towards the development of paper toys for Bino. This workshop will take place once every week over the first three months of the 2012 school year. The main characteristic it will be the development of participants skills through the exchange among the workshop moderators and students, but also among the students themselves.
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
CLOSING REMARKS
The subdivision into four projectual cycles allows a full investigation of the experience according to the methodology of action research. The results of each cycle offered the experiential basis for the reasoning that gave rise to the next cycle. Thus, it was possible to construct a model that triangulates research, education and market. For a company to collaborate with students, it means to receive fresh and often unpredictable ideas. It is the company, helped by teachers, who should know how interpret these ideas. On the other hand, work with a real company, which operates continuously in the market, means for students to enrich their own academic background, with a direct connection to the professional world.
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
CLOSING REMARKS
We realized that the insertion of a company in the educational context can be very productive for both sides. It is clear that the collaboration between Universities and Business carried out through educational activities differ from consultancy project aimed at professionals, consultancies and academic-oriented applied research. Through projectual activities, which must first attend the training purpose, these collaborations aimed at stimulating topics interesting, comprehensive and far-reaching, seeking to go beyond the ephemeral and the logic of profit.
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso
REFERENCES BORBA, G; REYES, P; GALISAI, R. Research in Strategic Design: a teaching experience. In: Anais do Congresso Changing the Change, Turim: ICSID, 2008.
CELASCHI, F; DESERTI, A; Design e Innovazione. Milano, Carocci, 2007
LIBERALI, G; Escola de Design Unisinos. In: Design em Ação: A vida e os projetos dos alunos do bacharelado em design. Editora Unisinos, Porto Alegre, 2008
SCALETSKY, C; LUZZARDI, H; A graduação UNISINOS e o Programa de Aprendizagem 2. In: Bino, brincando com a embalagem: seis propostas para o desenvolvimento de uma nova marca de brinquedos em papel. Editora Unisinos, Porto Alegre, 2011
DE MORAES, D; Metaprojeto. São Paulo, Blücher, 2010
FRANZATO, C. O Processo de Inovação Dirigida pelo Design: um Modelo Teórico. REDIGE, 2(1): pp. 50-62. 2011
KOLB, D. Experiential learning. New York, Prentice-Hall, 1984 GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso