Kimmie Lockett Enviromental Branding through Design Thinking Process Book

Embed Size (px)

Citation preview

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    1/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    2/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    3/118

    [ D R D M [ B C D I M L I V [ D V M [ D I K P G @ J J @ D E H B G D Y Y

    Ids`al Yc`lg`la tmgds m cujml-bdltdrdi mpprhmbc

    th tcd ids`al prhbdss, pmv`la tcd pmtc ohr jhrd

    s`al` bmlt ids`al idb`s`hls. Ids`al Jmlmadjdlt `s tcd

    hrbcdstrmt`hl mli dxdbut`hl ho prhkedj shev`la jdtchisth brdmtd jdml`laoue mli `lohrjdi sheut`hls. @ kde`dvd

    Ids`al Jmlmadrs i`emtd tcd mppe`bmt`hl ho ids`al `l hur

    dvdryimy dxpdr`dlbds7 rdid l`la ids`al ms m ohrj, mli

    `lst`tut`la `t ms m jdtchi. Ids`al Jmlmadrs brdmtd tcd

    bhli`t`hls th `llhvmtd, bheemkhrmtd, mli shevd tcrhuac m

    kus`ldss mli ids`al ehvdodst.

    DL_@[HLJDLYME K[MLI@LA

    O @ L M E V [ H N D B Y RT K J @ Y Y D I Y H Y C D O M B T EY P H O Y C D I D R @ A L J M L M A D J D LY V [ H A [ M J M Y Y C D R M _ M L L M C B H E E D A D H O M [ Y M L I I D R @ A L

    H L L H _ D J K D [ = 0 , ; 6 = 4 @ L V M [ Y @ M E O T E O @ E E J D LY H O Y C D [ D ] T @ [ D J D LY R O H [ Y C D I D A [ D D H O J M RY D [ H O M [ Y R @ L I D R @ A L J M L M A D J D LY.

    YC[HTAC IDR@AL YC@LG@LA

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    4/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    5/118

    Ycd dei ho Ids`al Jmlmadjdlt `s m jhime`ty ohr vmeud brdmt`hl, tcrhuac wc`bc

    prhkedjs mrd i`stdlidi `l tcd prhbdss ho brdmt`vd prhkedj shev`la. Yc`s stuiy wms

    bhliubtdi th miirdss tcd b`rbuemthry prhbdss ho bhjjul`bmt`hl kdtwddl m krmli mli

    tcd`r bhlsujdr ky wmy ho dlv`rhljdltme ids`al. Ycd hkndbt`vd ho tc`s stuiy ̀ s th brdmtd

    jdtchis ohr mpprhmbc`la tc`s bhjjul`bmt`hl, kus`ldss, mli ids`al bcmeedlad. Ky

    ulidrstmli`la wcdrd `li`rdbt bhjjul`bmt`hl hbburs -- `.d. tcrhuac bhehr tcdhry, wmyli`la, syjkhe`sj mli msshb`mt`hl -- krmli rdprdsdltmt`vds `l idb`s`hl-jmg`la rheds

    mrd mked th ku`ei dlv`rhljdlts tcmt spdmg th tcd`r mui`dlbd. Ky mbglhwedia`la tcd

    rdemt`hlsc`p kdtwddl jmttdr mli jdml`la, m krmli jdssmad ̀ s jhrd doodbt`vdey i`oousdi

    mli `idlt` di tcrhuac tcd bmebuemtdi burmt`hl ho mjk`dlt, v`sume, mli emyhut ids`al.

    P H T M [ D Y C D M [ Y @ RYY C D K [ M L I @ R P H T [ J D I @ T JP H T [ D L _ @ [ H L J D LY @ R P H T [ B M L _ M RV M @ LY J D M V @ B Y T [ D

    `ltrhiubt`hl

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    6/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    7/118

    Yc`s whrg `s idi`bmtdi th jy jhtcdr, wchsd strdlatc mli brdmt`v`ty

    `lsp`rds mli bcmeedlads jd dvdry imy.

    idi`bmt`hl

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    8/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    9/118

    @ whuei e`gd th mbglhwediad K`ee Edd, bcm`r ho Ids`al Jmlmamjdlt, ohr

    mewmys putt`la stuidlts‐ subbdss mli wdeekd`la mt tcd thp ho c`s madlim.

    @ whuei e`gd th tcmlg [da`lm [hwemli, wch omb`e`tmtdi tc`s prhndbt, bcmeedladi

    us, mli jmid us kdttdr ids`aldrs. @ whuei mesh e`gd th tcmlg Rmrm Nhclshl,

    wch tmuact jd tcd prhbdss ho ids`al rdsdmrbc mli buet`vmtdi jy bmpmb`ty

    ohr mlmeys`s. Emstey, @ whuei mesh e`gd th rdbhal`zd jy pddrs, wch cmvd

    brdmtdi m bueturd ho bheemkhrmt`hl, supphrt, mli mee-mrhuli ahhi v`kds.

    mbglhwediadjdlts

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    10/118

    V[HNDBY O[MJ@LA =2

    RTKNDBY HO RYTIP =9

    V[HKEDJ RYMYDJDLY =9

    YM[AD Y MT I@ DLB D =4

    VT[VHRD HO V[HNDBY =4

    RBHVD HO V[HNDBY =?

    R@A@O@BMLBD HO RYTIP =3

    tmked ho bhltdlts

    V[HNDBY VHR@Y@HL@LA ;=

    HVVH[YTL@YP RYMYDJDLY ;;

    BHJVDY@YH[R MLMEPR@R ;2

    ^MA RYDVR ;4

    _METD V[ HVHR @Y @H L 29

    HLE@LDRR RYMYDJDLY 29

    [DRDM[BC MBY@_@Y@DR MLI RPLYCDR@R 21

    [DRDM[BC JDYCHIHEHAP 23

    [DRDM[BC ]TDRY@HL JMY[@S 96

    [DRDM[BC V[HYHBHER 9;

    [DRDM[BC MBY@_@Y@DR 92

    IMYM V[HBDRR @LA MLI MLMEPR@R 99

    @LYD[_@DQR MY M AEMLBD 9?

    RT[_DP [DRTEYR H_D[_@DQ 91

    BMRD RYTI@DR 93

    [DRDM[BC RVMBD O@LI@LAR 4?

    [DRDM[BC @LR@ACYR

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    11/118

    IDR@AL HVVH[YTL@Y@DR ?=& B[@YD[@M. [DO[MJ@LA

    HVVH[YTL@Y@DR OH[ IDR@AL ?;

    IDR@AL B[@YD[@M ??

    [DO[MJ@LA ?0

    V[HYHYPVD ID_DEHVJDLY 1=& YDRY@LA

    V[DE@J@LM[P BHLBDVYR 1;

    BHLBDVY IDR@AL 14

    BHLBDVY YDRY@LA O@LI@LAR 1?& V[HYHYPVDR

    BCHRDL BHLBDVY & _ME@IMY@HL 32

    O@LME IDR@AL YH JM[GDY 34

    ML DL_ @[ HLJDLYME ID R@ AL 3? YH HE G@ Y

    KTR@LDRR JHIDE BML_MR 09

    @JVEDJDLYMY@HL VEML 04

    BHLBETR@HLR & [DB‐R 01

    BHLBETR@HLR 03

    [DBHJJDLIMY@HLR 00

    [DOD[DLBDR =66

    MBMI DJ@B [DOD [DLBDR =6 6

    KT^^-[D_@DQ RHT[BDR =6;

    O@AT[DR =62

    MVD LI @B DR =64

    MV VDLI@S M> Y@ JDE@ LD =6 ?

    MV VDLI@S K> R@ ALDI =6 3

    BHLRDLY OH[JR

    MV VDLI@S B> RT [_ DP == 6

    [DRTEYR

    MV VDLI@S I> @L YD[_ @DQ == ;

    ]TDRY@HLR & Y[MLRB@VYR

    MV VDLI@S D> QH [G @LA QME E == 9

    @L V[HA[DRR

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    12/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    13/118

    V[HNDBY O[MJ@LA

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    14/118

    @l tc`s stuiy, tcd Ids`al Yc`lg`la mpprhmbc wms mppe`di th krmli`la ky uldmrtc`la

    ids`al hpphrtul`t`ds ohr mbc`dv`la krmli rdshlmlbd w`tc`l m sdrv`bd dlv`rhljdlt.

    RTKNDBY HO RYTIP

    Qcdl m pcys`bme spmbd `s tcd pr`jmry bhlldbt`hl kdtwddl m kus`ldss mli `ts

    busthjdr, `t `s ulmvh`imked tcmt tcd bhlsujdr w`ee kd `l udlbdi ky tcd kus`ldss‐s

    dlv`rhljdltme ids`al (K`tldr, =00;). Ycd sdrv`bd `liustry‐s kus`ldss-th-bhlsujdr

    jmrgdts‐ pr`jmry `ltdrmbt`hl w`tc tcd`r bhlsujdrs tmgds pembd `l m pcys`bme

    dlv`rhljdlt. Ycd pcys`bme usdr dxpdr`dlbd cms moodbts hl bhlsujdrs‐ pdrbdpt`hls,

    msshb`mt`hls, mli kdcmv`hrs thwmris m krmli. @o kus`ldss hwldrs mli tcd`r tdmj

    ih lht bhls`idr chw tcd sdrv`bd dlv`rhljdlt (mesh glhwl ms tcd sdrv`bdsbmpd) `s m

    rd dbt`hl ho tcd krmli, krmli `idlt`ty mli krmli msshb`mt`hl mrd j`spembdi. Qdee-

    glhwl krmlis mrd kus`ldssds tcmt krmli mbrhss mee usdr thubcph`lts, `lbeui`la

    ids`al`la tcd dxpdr`dlbds mli tcd dlv`rhljdlts wcdrd tcd sdrv`bd `s bhliubtdi.

    Rjmee th j`i-s`zd kus`ldssds, bhjpmrmt`vdey, cmvd `ssuds ku`ei`la krmli rdshlmlbd.

    Ohr tcdsd kus`ldssds, tcdrd `s tcd phss`k`e`ty ohr vmeud brdmt`hl `l tcd bhlsb`hus doohrt

    th bhjjul`bmtd tcd `ltdlidi krmli tcrhuac tcd sdtt`las mli v`sume i`sbhursd `l tcd`r

    dlv`rhljdltme ids`al.

    V[HKEDJ RYMYDJDLY

    V [ H N D B Y O [ M J @ L A=9

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    15/118

    Ycd tmradt mui`dlbd ohr tc`s prhndbt mrd tcd brdmt`vd i`rdbthrs (hr m bhjpmrmked

    phs`t`hl), sthrd ids`aldrs, mli armpc`b ids`aldrs ho sjmee th jdi`uj-s`zdi kus`ldssds

    w`tc`l tcd sdrv`bd `liustry.

    YM[ADY MTI@DLBD

    Ycd ohbus ho tc`s prhndbt wms th prdsdlt hpphrtul`t`ds ohr bhjjul`bmt`hl mli krmli`la `l

    sdrv`bdsbmpds ky ulidrstmli`la tcd doodbts ho dlv`rhljdltme ids`al hl usdr pdrbdpt`hl.

    VT[VHRD HO V[HNDBY

    V [ H N D B Y O [ M J @ L A =4

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    16/118

    RBHVDHO V[HNDBYYcd bhltdxt ho tc`s prhndbt `s sdt `l m sdrv`bd kus`ldss‐s dlv`rhljdltme

    emlisbmpd, `lvhev`la tcd stma`la mli mrrmladjdlt ho v`sume jmttdr

    `lbeui`la emyhut, s`almad mli armpc`bs, mjk`dlt idtm`es, mli `ltdr`hr

    ids`al dedjdlts.

    Rdrv`bdsbmpd `s tcd stma`la mli mrrmladjdlt ho m kus`ldss‐sdlv`rhljdlt7 m kus`ldss tcmt whrgs w`tc`l tcd Rdrv`bd @liustry. @t

    `lbeuids emyhut, s`almad mli armpc`bs, mjk`mlbd, mli `ltdr`hr ids`al.

    Ohr rdsdmrbc purphsds, tcd Rdrv`bd @liustry `s id ldi ms> kus`ldssds

    tcmt dmrl rdvdlud ky sdee`la sdrv`bds mli/hr prhiubts.

    Yc`s prhndbt `s ohbusdi hl Kus`ldss-th-Bhlsujdr (K;B) jmrgdts

    `l tcd sdrv`bd `liustry, wcdl tcd kus`ldss‐s pr`jmry bhltmbt w`tc m

    bhlsujdr tmgds pembd `l m pcys`bme spmbd.

    O`aurd = Qched Ohhis `l Rmvmllmc. Adhra`m

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    17/118

    BHLYDLYR MLI RTKNDBY JMYYD[

    Y@JDE@LD>0.4 QDDGR

    EHBMY@HL> RM_MLMC, AM.

    BHJJTL@BMY@HL IDR@AL

    IDR@AL JMLMADJDLY

    IDR@AL YC@LG@LA @L KTR@LDRR

    RD[_@BDRBMVD YPVHEHAP

    DL_@[HLJDLYME VRPBCHEHAP OH[ IDR@AL

    _@RTME BHJJTL @BMY@H LR

    K[MLI@LA

    RDJ@HY@BR

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    18/118

    Ycd mppe`bmt`hl ho Ids`al Yc`lg`la th Dlv`rhljdltme Krmli`la w`ee brdmtd phs`t`vd doodbts

    ohr kus`ldss mli krmli`la prmbt`bds. Ycd `lbeus`hl ho bhjjul`bmt`hl tcdhr`ds `l tc`s stuiy

    dxphsds `li`rdbt bhjjul`bmt`hl moodbt`la tcd usdr dxpdr`dlbd. Yc`s stuiy prdsdlts ml

    hpphrtul`ty ohr kus`ldssds mli tcd`r usdrs th bhlldbt hl ml djht`hlme mli pcys`heha`bme

    edvde us`la tcd syjkhe`b mli bhjjul`bmt`vd lmturd ho mdstcdt`bs.

    Yc`s prhndbt wms brdmtdi ohr sbme`la sdrv`bd kus`ldssds th dxpehrd mli suksujd jdtchis ho

    Ids`al Yc`lg`la bhjjul`bmt`hl ids`al w`tc`l tcd`r sdrv`bdsbmpd, `l tcd doohrts th jdi`mtd

    kdtwddl tcd krmli `ltdlt`hl, brdmtdi ky tcd kus`ldss, mli krmli msshb`mt`hl, brdmtdi ky tcd

    usdr. @t `s `jphrtmlt th ulidrstmli chw ml dlv`rhljdlt `s kd`la pdrbd`vdi ky tcd usdr. ―Ycd

    k`aadst j`stmgd `l bhjjul`bmt`hl `s mssuj`la `t cms hbburrdi,‚ (Drw`l, ;6=9). @o m kus`ldss

    mihpts ldw hraml`zmt`hlme prhbdssds th `jprhvd tcd`r bhjjul`bmt`hl prhbdssds, tcdy w`ee li

    tcmt busthjdrs cmvd jhrd phs`t`vd msshb`mt`hls mli m kdttdr ulidrstmli`la ho tcmt kus`ldss.

    Ohrt`oy`la jy rheds ms m Ids`al Rtrmtda`st mli m Bhjjul`bmt`hl Ids`aldr, bhliubt`la

    tc`s stuiy `s ml hpphrtul`ty ohr jd th `eeustrmtd tcd phs`t`vd doodbts bhjjul`bmt`hl ids`al

    strmtda`ds cmvd hl arhw`la kus`ldssds.

    R@AL@O@BMLBD HO RYTIP

    V [ H N D B Y O [ M J @ L A=3

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    19/118

    V [ H N D B Y O [ M J @ L A =0

    KTR@LDRR QH[EI BHLRTJD[ QH[EI

    EHA@B DJHY@HL

    Rukbhlsb`hus ids`rds

    Djht`hlme msp`rmt`hls

    Ids`al st`jue`

    Aut `lst`lbt

    Rdlshry dxpehrmt`hls

    E`od trmlsohrj`la `idms

    Yrdli mlmeys`s & ohrdbmst

    Jmrgdt dvmeumt`hl

    Rb`dlt`o`b survdys

    Mui` ts

    Krmli dvmeumt`hl

    Krmli vme`imt`hl

    Krmli strmtday

    O`aurd ; Krmlinmjj`la

    Mimptmt`hl ho jhide ky Jmb Ahkd (Djht`hlme Krmli`la, EEB) hl tcd ―Krmlinmj‚ jdtchi th cujml`zd krmlis (Ehbgwhhi, ;660).

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    20/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    21/118

    V[HNDBY VHR@Y@HL@LA

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    22/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    23/118

    BHLBDLY[MY@HL HL MDRYCDY@B IDR@AL

    BHLBDLY[MY@HL HL JM[GDY@LA RY[MYDAP

    VCPR@BME TRD[ DSVD[@DLBDI@A@YME TRD[ DSVD[@DLBD

    Tsdr @ltdrmbt`hl & Tsdr Dxpdr`dlbd

    Ids`al

    Armpc`b Ids`al

    Krmli @idlt`tyIds`al

    F Ordsc Bhlsuet`la

    [dtm`e / KrmliDlv`rhljdlts

    F E`pp`lbhtt

    Krmli Mbt`vmt`hl

    F E`pp`lbhtt

    Yrmlsohrj`laBusthjdr

    Dxpdr`dlbds

    F Vrhpcdt

    Bhjjul`bmt`hlRtrmtda`ds

    F E`pp`lbhtt

    Ku`ei`la [dedvmltKrmlis

    F Vrhpcdt Krmli`la & Vhs`t`hl`la

    F GdethlBhlsujdrDxpdr`dlbd

    Rtrmtday

    F Gdethl

    Dlv`rhljdltmeKrmli`la

    F L`bd Krmli`lamadlby

    Dlv`rhljdltmeKrmli`la

    F Gmcedr Remtdr

    Dlv`rhljdltmeKrmli`la

    F Qc`tldy Mrbc`tdbts

    Dlv`rhljdltmeKrmli`la

    F AdlsedrBurr dlt krmli`la strmtda`ds prmbt`bdi ky krmli jmlmadjdlt rjs

    mrd bhjpmrdi hl twh i`jdls`hls> wcdtcdr tcdy mrd kmsdi hl tcdpcys`bme hr i`a`tme usdr dxpdr`dlbd mli wcdtcdr tcdy mrd m jmrgdt`la

    strmtday hr ml mdstcdt`b ids`al. Krmli`la `s rhhtdi `l tcd msshb`mt`vd

    qume`t`ds ho dxpdr`dlt`me mli mdstcdt`b bhjjul`bmt`hl. Yhimy, jhst

    krmli`la strmtda`ds mrd brdmtdi tcrhuac m jmrgdt`la ormjdwhrg. Yc`s

    i`marmj rdprdsdlts m krmli`la hpphrtul`ty sdt `l tcd pcys`bme usdr

    dxpdr`dlbd mli w`tc mdstcdt`b vmeud.

    Krmli`la strmtda`ds `l tcd khtthj edot qumirmlt mrd omr rdjhvdi

    orhj tcd `ltdlt`hl ho tc`s prhndbt mli wdrd i`spembdi orhj tc`s

    mlmeys`s. Ycd uppdr r`act qumirmlt `s tcd hpphrtul`ty spmbd, hoodr`la

    krmli vmeud tcrhuac tcd pcys`bme mli mdstcdt`b usdr dxpdr`dlbd.

    Ohur bhjpdt`thr-bheemkhrmthrs wdrd `idlt` di `l tc`s spmbd. Dmbc

    Dlv`rhljdltme Krmli`la strmtday cms `ts hwl ul`qud mpprhmbc,

    `idlt` di hl tcd oheehw`la pmad.

    BHJVDY@YH[R MLMEPR@R

    O`aurd 2 Bhjpdt`thrs Mlmeys`s

    V [ H N D B Y V H R @ Y @ H L @ L A ;2

    Ycd keud strhgd `idlt` ds tcd burrdlt pmttdrl ho krmli`la strmtda`ds, wc`bc vmeudm jmrgdt`la mpprhmbc th krmli`la mli pr`hr`t`zd tcd i`a`tme usdr dxpdr`dlbd. @l tcdsdrv`bd `liustry, tcd pcys`bme usdr dxpdr`dlbd `s m pr`jd bhlbdrl.

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    24/118

    Dlv`rhljdltmeKrmli`la

    F L`bd Krmli`lamadlby

    Dlv`rhljdltmeKrmli`la

    F Gmcedr Remtdr

    Dlv`rhljdltmeKrmli`la

    F Qc`tldy Mrbc`tdbts

    Dlv`rhljdltmeKrmli`la

    F Adlsedr

    Qc`tldy Mrbc`tdbt‐s mpprhmbc th Dlv`rhljdltme Krmli`la ̀ s th pcys`bmeeyrdprdsdlt m bhjpmly‐s bueturd ohr ̀ jprhvdi krmli phs`t`hl`la mlibhjjul`bmt`hl. Ycdy usd m bhjk`lmt`hl ho mrbc`turd, `ltdr`hr ids`al, mlis`almad mli armpc`bs th brdmtd ardmtdr krmli mwmrdldss.

    Adlsedr‐s mpprhmbc th Dlv`rhljdltme Krmli`la ̀ s tcrhuac dxpdr`dlt`meids`al. Yc`s ids`al madlby lis hpphrtul`t`ds ohr dlamadjdlt ky li`latcd jutume tdrr`thry kdtwddl usdr kdcmv`hr mli krmli `ltdlt`hl.

    Gmecdr Remtdr ulidrstmlis tcmt pcys`bme dlv`rhljdlts mrd m gdy

    thubcph`lt `l krmli`la, mli tcmt jmrgdt`la mehld `s `lsuo b`dlt `lbrdmt`la krmli pdrbdpt`hls. Ycd`r mpprhmbc `s th brdmtd m sthrytdee`ladxpdr`dlbd `l m pcys`bme spmbd.

    L`bd `s m krmli`la madlby wc`bc tmgds m jmrgdt`la pdrspdbt`vd th

    krmli`la mjk`dlt mli v`sume sdtt`las. Ycdy bhj`ld mrbc`tdbturd, `ltdr`hrids`al, emlisbmpd ids`al, armpc`b ids`al, mli mjk`dlt ids`al th brdmtdm krmli dxpdr`dlbd.

    V [ H N D B Y V H R @ Y @ H L @ L A;9

    O`aurd 2 Bhjpdt`thrs Mlmeys`s

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    25/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    26/118

    ^MA, BHLY@ LTDI

    Qcmt‐s yhur v`s`hl8Yh brdmtd jhrd pedmsmlt dlv`rhljdlts mli jhrd pedmsmltdxpdr`dlbds wc`bc rdsuet ̀ l `jprhvdi lmlb`me pdrohrjmlbd

    Qcmt ih yhu wmlt th mbbhjpe`sc `l 4, =6, hr ;6 ydmrs8Yh bhltr`kutd th ids`al-bdltdrdi kus`ldssds w`tc hr`a`lme,strmtda`b jmtdr`me

    Qcmt wmvd mrd yhu r`i`la8Ycd wmvd wc`bc i`oousds Ids`al Yc`lg`la `l kus`ldss

    Qcmt trdli ̀ s phwdr`la yhur kus`ldss8Ycd trdli th ohstdr Ids`al Yc`lg`la

    Chw phwdroue ̀ s ̀ t8@t ̀ s kdbhj`la ̀ lbrdms`laey jhrd ldbdssmry

    Chw bml yhu jmgd tc`s v`s`hl pmepmked mli dxb`t`la8Ky mppey`la prhbdssds th ̀ lbrdmsd phs`t`vd hraml`zmt`hlme kdcmv`hr

    Vm`lt m v`v`i p`bturd ho yhur krmliYh jmgd strmtda`b, mdstcdt`b ids`al bch`bds ohr pmbgma`la m kus`ldsstcrhuac `ts dlv`rhljdltme ids`al `l m wmy tcmt mttrmbts mli dlamadstcd usdr

    Jmgd m e`st ho tcd trdlis tcmt w`ee phwdr yhur subbdss

    =. Brdmt`la ids`al-tc`lg`la-bdltdrdi kus`ldss prmbt`bds;. Ids`al`la hpphrtul`t`ds ohr bhjjul`ty dlamadjdlt ̀ l

    tc`ri pembd dlv`rhljdlts2. Qcdl bhlsujdrs mrd hvdrst`juemtdi ky mivdrt`s`la, dlv`rhljdltme

    krmli`la `s ml hpphrtul`ty th bhlldbt w`tc tcd usdr ky pr`j`la spmbds kmsdi hl usdr psybchehay mli cujml-bdltdrdi ids`al

    ;?

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    27/118

    ^MA, BHLY@ LTDI

    Qch scmrds tcd krmlisbmpd8Bhlsuetmt`hl sdrv`bds

    Qch desd bhjpdtds ̀ l yhur bmtdahry8Bhlsuetmlts mli bhlsuet`la kus`ldssds ̀ l krmli`la, ids`al,mli strmtday

    Qch bhjds rst, sdbhli, mli tc`ri ̀ l busthjdr‐s j`lis8

    < krmli strmtday bhlsuet`la bhjpml`ds< tcdl `lidpdlidlt bhlsuetmlts< mli tcdl `lidpdlidlt ids`al strmtda`sts

    O`li hut chw yhur krmli rmlgs w`tc busthjdrs mli tcdlids`al m strmtday th kdbhjd lujkdr hld hr twh / hr, kdbhjdtcd rst jhvdr `l m ldw bmtdahry

    i`vdrsd, juet`i`sb`pe`lmry, rdsdmrbc

    idjhlstrmt`la brdmt`vd ma`e`ty (`l bhlbdptume`zmt`hl,

    ids`al, mli strmtday)

    `ltdarmt`vd idb`s`hl jmg`la

    doodbt`vd prdsdltmt`hl ho `idms th be`dlts

    Qcmt jmgds yhu tcd –hley‐8Ohbus`la hl tcd `l-pdrshl, kus`ldss-th-bhlsujdr dxpdr`dlbdmli sc`l`la e`act hl `li`rdbt bhjjul`bmt`hl prmbt`bds wc`bcmoodbt tcd usdr dxpdr`dlbd ky tmg`la m usdr-bdltdrdi mpprhmbc thids`al`la mli krmli`la dlv`rhljdlts

    Qcmt‐s tcd hld tc`la tcmt jmgds yhur krmli khtc i`oodrdlt mlibhjpdee`la8Ruromb`la `li`rdbt bhjjul`bmt`hl mli ids`al prmbt`bds th li

    hpphrtul`t`ds ohr dlv`rhljdltme jhi` bmt`hl mli ids`al

    Bhjpedtd m s`jped hle`ldss stmtdjdltHur krmli `s tcd hley krmli`la strmtday tcmt ids`als dxpdr`dlbdsmli msshb`mt`hls kmsdi hl bhjjul`bmt`hl tcdhr`ds mli Ids`alYc`lg`la prhbdssds

    mii idtm`es ky mlswdr`la wcmt, chw, wch, wcdrd, wcdl mli wcy

    wcmt dlv`rhljdltme krmli`la

    chw bhjjul`bmt`hl mli ids`al jmlmadjdlt strmtda`dswch tcd sdrv`bd ̀ liustrywcdrd sdrv`dsbmpds- pcys`bme spmbdswcdl wcdl stmrt`la hr sbme`la yhur kus`ldsswcy brdmt`la krmli rdshlmlbd rdsuets ̀ l jhrd phs`t`vd krmli msshb`mt`hls

    m

    m

    m

    m

    ;1

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    28/118

    ^MA, BHLY@ LTDI

    Qcmt schuei yhu mii hr suktrmbtYcdrd `s tcd hpphrtul`ty th mii chw th krmli khtc pcys`bme mliv`rtume dlv`rhljdlts

    Qcmt dx`st`la krmli dedjdlts mrd ulidrj`l`la yhur hle`ldss8Dlv`rhljdltme Krmli`la strmtda`ds burrdltey kd`la prmbt`bdi

    Qcmt ldw krmli dedjdlts bhuei strdlatcdl yhur hle`ldss8

    Ts`la tcd tcdhry ho sdj`ht`bs `l bhlnulbt`hl w`tc dlv`rhljdltmepsybchehay hoodrs m jhrd ̀ lohrjdi pdrspdbt`vd hlbhjjul`bmt`la th tcd usdr

    Chw ih tcd rdjm`l`la dedjdlts me`al w`tc yhur v`s`hl8

    Qch ehvd yhu8Ycd sdrv`bd `liustry, dspdb`meey smeds-jht`vmtdi kus`ldssds

    Chw bml yhu jmlmad tcd ―a`vds mli adts‚ sh dvdryhld‐s cmppy8Ky ulidrstmli`la tcmt Dlv`rhljdltme Krmli`la ihds lht jdml`lvdst`la ̀ l m bhjpedtd ids`al hvdrcmue7 krmli`la yhur dlv`rhljdltbhuei jdml mii`la, suktrmbt`la, hr jhi`oy`la jmttdr sh tcmt `t `sjhrd mpprhpr`mtdey rd dbt`vd ho tcd `ltdlidi krmli

    Ky ulidrstmli`la m krmli lht ms ml hraml`zmt`hl, kut ms ml `idlt`ty,Dlv`rhljdltme Krmli`la scmpds mli burmtds m sdtt`la wcdrd m krmli

    `s v`s`ked mli dxpdr`dlt`me

    Jmgd m e`st ho mee burrdlt mli pemlldi hoodr`las mli krmli dedjdlts

    Ycd mjk`dlt mli v`sume jmttdr wc`bc bhltr`kutd th tcd krmli `jmad,ulidrstmli`la chw jmttdr moodbts jdml`la

    Idb`id wc`bc hoodr`las th gddp, smbr` bd hr miiKdbmusd tcdrd `s m eht ho beuttdr mli bhjpdt`t`hl `l krmli`la v`rtumedlv`rhljdlts, Dlv`rhljdltme Krmli`la w`ee ohrdjhst spdb`me`zd ̀ l tcdpcys`bme usdr dxpdr`dlbd th j`t`amtd bhlous`hl `l m beuttdrdi jmrgdt

    I`marmj yhur krmli‐s dbhsystdj sddl `l O`aurd 4 , pmad 20

    Idb`id chw dmbc pmrt`b`pmlt w`ee khtc bhltr`kutd mli kdld tBhjjul`bmt`hl `s tcd `lstrujdlt7 Ids`al Yc`lg`la `s tcd jhid7 mliRdrv`bdsbmpds mrd tcd bhli`t`hl `l wc`bc tc`s krmli`la strmtday dx`sts

    ;3

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    29/118

    ^MA, BHLY@ LTDI

    Qch‐s yhur dldjy8Vrhjht`hlme jmrgdt`la mli mivdrt`s`la ids`al whrg

    Qc`bc bhjpdt`thr bml yhu pm`lt ms tcd kmi auy8Krmli jmlmadjdlt madlb`ds tcmt sdd jmrgdt`la sb`dlbds mstcd pr`jd bhltr`kut`hl th krmli`la strmtda`ds

    Ydee yhur busthjdrs wcmt yhu‐rd lht, `l lh ulbdrtm`l tdrjs.

    Qd mrd lht m jmrgdt`la hr dvdl ml mivdrt`s`la strmtday. @lstdmi,wd mrd m ids`al strmtday. Dlv`rhljdltme Krmli`la prhjhtdstcd prhiubt hr sdrv`bd ky jmg`la `t sh tcmt tcd krmli rdshlmtdsw`tc `ts usdr, mli `l turl tcd usdr ulidrstmlis, mbbdpts, mlidlamads w`tc tcd kus`ldss.

    Qcmt ih tcdy bmee yhu8Dlv`rhljdltme Krmli`la tcrhuac Ids`al Yc`lg`la

    @s yhur lmjd cdep`la hr curt`la yhur krmli8―Dlv`rhljdltme Krmli`la‚ `s ml hvdrusdi tdrj mli bhuei curt tcdkrmli, kut ―Ids`al Yc`lg`la‚ `s `l idjmli mli w`ee mttrmbt usdrs

    @s `t su`tmked ohr krmlipemy8 ihds `t cmvd brdmt`vd ―edas8‚

    Lh7 @t bhuei kd jhrd brdmt`vd

    Bchhsd m lmjd tcmt‐s i`oodrdlt, kr`do, mli mpprhpr`mtd. Jmgd surd`t‐s dmsy th spdee mli prhlhulbd

    Dlv`rh-Jdltme, pemy`la hoo ho tcd whri ―dlv`rhljdlt‚ mli ̀ t‐smkkrdv`mt`hl, ―dlv`rh‚ w`tc ml djpcms`s hl tcd ir`v`la ohrbds>Ids`al Yc`lg`la mli Dlv`rhljdltme Vsybchehay.

    O`li hut `o tcd lmjd bml kd usdi ms m T[E

    Dlv`rh-Jdltme `s mvm`emked ms m T[E

    Idtdrj`ld chw dmsy hr i`o buet `t w`ee kd th edameey idodli

    Ycdrd mrd m eht ho i`oodrdlt krmli`la tdrj`lheha`ds, dmbc w`tc mi`oodrdlt l`bcd7 tcdrdohrd, tc`s hld schuei kd dmsy th idodli ms `tcms ̀ ts ul`qud `ltdlt`hl mli pdrshlme`ty.

    ;0

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    30/118

    ^MA, BHLY@ LTDI

    Chw ih yhu dxpem`l yhursdeo8 Ms m jdml s ho krmli`la ky ulidrstmli`la wcdrd lhlvdrkme mli`li`rdbt bhjjul`bmt`hl hbburs ̀ l m pcys`bme dlv`rhljdlt

    Qcmt‐s tcd hld trud stmtdjdlt yhu bml jmgd mkhut yhur krmli8@t ohbusds hl wcmt moodbts tcd cujml pdrbdpt`hl mli tcdusdr dxpdr`dlbd

    Brmot m trude`ld tcmt tdees wcy yhur krmli `s bhjpdee`la (mvh`i

    mly bhjjms hr ―mlis‚).

    Dlv`rhljdltme Krmli`la tcrhuac Ids`al Yc`lg`la ̀ s m ids`alstrmtday ohr burmt`la m bhjjul`bmt`vd mli moodbtmt`hus pcys`bmespmbd sh tcmt usdrs bml v`sume`zd mli `ltdrprdt m krmli mli `tskus`ldss.

    Yurl yhur trude`ld `lth m tmae`ld th usd w`tc busthjdrs

    Dlv`rhljdltme Krmli`la tcrhuac Ids`al Yc`lg`la> ids`al`la tcd`ltdlidi krmli dxpdr`dlbd

    Chw ih yhu sprdmi tcd whri8Ky puke`sc`la whrg hr bmsd stui`ds tcmt whrg ky dxmjped

    Chw bml yhu ulpmbg yhur lmjd, trude`ld, mli tmae`ld8Ky kd`la bhls`stdlt mbrhss mee thubcph`lts

    Chw bml yhu dlrhee krmli mivhbmtds tcrhuac jdssma`la8

    Ky dxphs`la tc`s hr s`j`emr typds ho whrg ky v`rtumeey phst`lamli prhjht`la tc`s whrg

    Chw bml yhu me`al mee yhur bhjjul`bmt`hls w`tc yhur ^MA8

    Ycrhuac kus`ldss-th-kus`ldss (K;K) bhjjul`bmt`hl mlitrmlsmbt`hls

    26

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    31/118

    ^MA, BHLY@ LTDI

    Chw ih pdhped dlamad w`tc yhu8

    Oheehw`la ldw hoodr`las tcrhuac m suksbr`pt`hl sdrv`bd

    Qcmt mrd yhu sdee`la mli chw mrd yhu sdee`la `t8Rdee`la m jdtchi ohr ids`al`la dlv`rhljdlts ohr i`oous`la m krmlijdssmad

    Qc`bc thubcph`lt w`ee edt yhu bhjpdtd `l m wc`td spmbd8

    @li`rdbt bhjjul`bmt`hl prmbt`bds kmsdi ̀ l syjkhe`sj mli usdr

    pdrbdpt`hl

    Jmp yhur vmeud prhphs`t`hl mam`lst tchsd ho yhur bhjpdt`thrs. Rdd wc`bcbhjpdt`t`vd mrdms yhu bml dlt`rdey mvh`i.

    @ bml, mt rst, mvh`i v`rtume dlv`rhljdlts.

    I`sbhvdr busthjdr thubcph`lts wcdrd yhu‐ee kd ulhpphsdi.

    Brdmt`la tcd bhli`t`hls ohr Ids`al Yc`lg`la `l dlv`rhljdltme

    ids`al bch`bds

    Qcmt ih tcdy dxpdr`dlbd8

    @jprhvdi krmli rdshlmlbd

    Chw w`ee yhur busthjdr edmrl mkhut yhu8Ycrhuac kus`ldss-th-kus`ldss bhlvdrsmt`hl, vmr`hus puke`scdi whrg, mli tcrhuacbheemkhrmt`hl mli ldtwhrg`la

    Chw bml yhu dlrhee tcdj `l yhur krmli8

    Ky pmrt`b`pmt`la `l bheemkhrmt`vd prhndbts `l wc`bc th `lousd Dlv`rhljdltme

    Krmli`la `l bhjk`lmt`hl w`tc Ids`al Yc`lg`la

    Qch w`ee kd yhur bhjpdt`t`hl mt dmbc thubcph`lt8

    Htcdr krmli jmlmadjdlt strmtda`ds prmbt`b`la Dlv`rhljdltme Krmli`la

    Qcdrd schuei yhu put yhur jmrgdt`la rdshurbds8

    Brdmt`la m bhjjul`ty prdsdlbd

    Jmp tcd busthjdr nhurldy orhj lhl-mwmrdldss th ouee dlrheejdlt. Kdt yhurrdshurbds hl tcd dxpdr`dlbds ho ^MA.Ycd busthjdr kdbhjds mwmrd ho tcd rhed mli doodbts ho Ids`al Yc`lg`la `ldlv`rhljdltme krmli`la ky rdmi`la mkhut bmsd sbdlmr`hs wcdl m bhjpmly cms`ltdarmtdi tc`s krmli`la strmtday `lth tcd`r whrg mli dxpdr`dlbdi `jprhvdikrmli pdrohrjmlbd. Ouee dlrheejdlt `s mbbdpt`la tc`s strmtday ms m stmlimrikus`ldss prmbt`bd.

    2=

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    32/118

    ^MA, BHLY@ LTDI

    Chw ih yhu dmrl tcd`r ehymety8

    Brdmt`la m pdrshlme`zdi dlv`rhljdltme krmli`la madlim,spdb` b th miirdss`la tcd bcmeedlads ho tcmt kus`ldss (ohrwc`bc tc`s whrg bml bhltr`kutd th). Hr, brdmt`la whrg tcmt `s

    dx`ked mli bml mimpt th m vmr`dty ho prhndbts.

    Chw bml yhu cdep yhur busthjdrs ku`ei kmrr`drs thbhjpdt`t`hl8Ky bhltr`kut`la th krmli jmlmadjdlt prhbdssds w`tc mstrmtda`b, Ids`al Yc`lg`la, ohbus

    Chw bml yhu mvh`i brdmt`la m i`sehymety prharmj8 Rtmrt kykd`la ehyme th yhur busthjdrs. Ihl‐t jmgd ldw busthjdrsodde pul`scdi hr dxbeuidi. A`vd ehyme busthjdrs tcd thhes th`ltrhiubd ldw busthjdrs.

    Ycd smjd wmy ms dmrl`la tcd`r ehymety7 brdmt`la pdrshlme`zdi hrdx`ked whrg ohr tcd`r ids`al `ltdlt`hls mli rdshurbds

    Chw ih yhu dxtdli yhur subbdss8

    Jhv`la ̀ lth jdi`m mli v`rtume dlv`rhljdlts

    Chw ih yhu gddp arhw`la tcd krmli ydmr motdr ydmr8Ky dxtdli`la rdsdmrbc mli dxpdrt`sd, hur hoodr`la `s dxtdlidi`lth htcdr usdr dxpdr`dlbds mli mdstcdt`b whrg.

    Bchhsd kdtwddl m chusd ho krmlis mli m krmlidi chusd.

    M krmlid i chusd

    Mii dxtd ls`hls tcmt rd`l ohrbd tcd krmli‐s jdml` la. Mvh`idxtdlst`hls tcmt ulohbus tcd krmli‐s jdml`la. Mvh`i dxtdls`hlstcmt kr`la yhu `lth bhjpdt`t`hl w`tc edmidrs

    Dlv`rhljdltme Krmli`la ohr Rdrv`bdsbmpdsDlv`rhljdltme Krmli`la ohr _`rtume Dlv`rhljdltsDlv`rhljdltme Krmli`la ohr Ho bdsDlv`rhljdltme Krmli`la ohr Jdi`m mli Mivdrt`s`la

    2;

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    33/118

    ^MA, BHLY@ LTDI

    Chw ih yhu prhtdbt yhur phrtohe`h8

    Ky stmy`la bhls`stdlt (kut lht stmalmlt) ̀ l jy mpprhmbc

    Chw bml tcd wched kd whrtc jhrd tcml tcd pmrts8Ky stmy`la ohbusdi hl tcd jdml`la mli `ltdlt`hls kdc`li dlv`rhljdltme krmli`la, dvdl `o tcd bhlbdpt `si`ssdbtdi ohr rdedvmlt ̀ lohrjmt`hl. Dlv`rhljdltme krmli`la ̀ s dxpmls`vd mli bhjprdcdls`vd, kut ̀ t bml kdse`bdi `lth p`dbds ohr rdedvmlt ulidrstmli`la mli `jpedjdltmt`hl. Ids`al Yc`lg`la jdtchis bhltr`kutd th tcddlv`rhljdltme ids`al prhbdss ky cdep`la idb`s`hl-jmgdrs ̀ idlt`oy rdedvmlt mli ldbdssmry wmys th krmlitcd`r dlv`rhljdlts.

    Chw bml yhu stmy ohbusdi ulidr schrt-tdrj prh t prdssurd8 Mvh`i B-s`bgldss, bhltma`hl, bhlous`hl,bhltrmi`bt`hl, mli bhjpedx`ty, mli ulidrstmli tcd ehla-tdrj doodbts ho krmli dxtdls`hl.

    Ms prdv`huse y lhtdi, tc`s whrg bml k d krhgdl ihwl hr rdpmbgmad i `l m wmy tcmt bhlt`luds th kd rdedvmlt mlicdepoue7 ̀ l p`dbds hr ms m wched, dlv`rhljdltme krmli`la arhws orhj tcd smjd rhhts, ̀ idlt`oy`la syjkhe`sj mlimsshb`mt`hl `l mdstcdt`bs ms m ohrj ho bhjjul`bmt`hl.

    22

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    34/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    35/118

    V [ H N D B Y V H R @ Y @ H L @ L A 24

    O`aurd 9 Krmli`la (Ldujd`dr, ;661)

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    36/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    37/118

    [DRDM[BC MBY@_@Y@DR& RPLYCDR@R

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    38/118

    I D R @ A L Y

    IDR@AL YC@LG@LA

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    39/118

    K T R @ L

    D R R

    L Y C @ L G @ L A

    ( J M [ Y @ L ,

    ; 6 6 0

    )

    ( E H

    B G

    Q H H I , ; 6 6 0 )

    K [ M L

    I @ L A

    (G DEED[ , ; 6 6 = )

    ( L D T J D @ D [ ,

    ; 6 6 1

    )

    _ @ R T M E

    B H J J T

    L @ B M

    Y @ H L

    R

    ( E D

    R Y D [

    ,

    =

    0 0 4

    )

    BHJJTL@BMY@HLIDR@AL

    R D J @HY @ B R ( D B H

    , = 0 1 ? )

    RD[_@BDRBMVD

    ( K H

    H J

    R M

    L I

    K @ Y L D [

    ,

    = 0 3 = )

    ( K @ Y L D [ , = 0

    0 ; )

    (KEHJG_@RY, ;6=9)

    ( D[ Q @L , ; 6 = 9 )

    IDR@ALJMLMADJDLY

    (H[YC, ;6=;)(RMLID[R, ;663)

    ([D@JD[, ;664)

    (YHJKR, ;662)

    (Q@JDE@TR, ;669)

    D L _ @ [

    H L J

    D L Y M

    E V R P B

    C H E H A P OH[ I D R @ A L

    ( G H V D

    B , ; 6

    6 ? )

    Ycd mrrmladjdlt ho m pcys`bmedlv`rhljdlt wcdrd m sdrv`bd tmgds

    pembd, (Khhjs mli K`tldr, =03=).

    RD[_@BDRBMVD

    Chw tcd Ku`et dlv`rhljdlt ̀ sdxpdr`dlbdi mli chw tc`s moodbtscujml kdcmv`hr, (Ghpdb, ;66?).

    DL_@[HLJDLYMEVRPBCHEHAP OH[ IDR@AL

    Ycd stuiy ho s`als mli syjkhes,tcd`r msshb`mt`hls, mli `t whrgs `lbhjjul`bmt`hl mli ids`al doohrts,(Dbh, =01?).

    R D J @ H Y @ B RIDR@AL YC@LG@LA

    M i`sb`pe`ld t cmt usds tcdids`aldr‐s sdls`k`e`ty mlijdtchis thwmris m v`mkedkus`ldss strmtday th brdmtdbhlsujdr vmeud mli jmrgdthpphrtul`ty.

    O`aurd ? [dsdmrbc Rpmbd schẁ la tcd sbhpd ho sdbhlimry rdsdmrbc

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    40/118

    hw l 8

    h k d

    li 8 d lt m

    b t d i

    8 di

    la 8

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    41/118

    Qcmt doodbts ihds msdrv`bdsbmpd cmvd hl

    bhlsujdr kdcmv`hr8

    Qcmt mrd tcd bcmrmbtdr`st`bs hom sdrv`bdsbmpd8

    Qcmt mrd Ids`alJmlmadjdlt mpprhmbcds8

    Qcmt ̀ s tcd ̀ jpmbt ho tcdsd

    mpprhmbcds8

    Chw bml Ids`al Jmlmadjdltbhltr`kutd th bhjjul`bmt`hlmli krmli`la prhbdssds8

    Qcmt ̀ s dlv`rhljdltmeids`al8

    Qcmt jmgds ml dlv`rhljdltmeids`al moodbtmt`hus8

    Qcmt ̀ s tcd usdr dxpdr`dlbd ̀ lml moodbtmt`hus dlv`rhljdlt8

    Qcmt ̀ s Rdj`ht`bs

    Qcmt ̀ s tcd sdrv`bdsbmpdtyphehay8

    Q c m t l d

    d i s t

    h k d g

    l h w

    Q c y i

    h d s t c ` s

    l d d i

    t h

    g l h w

    l 8 Q c

    m t t y p

    d h o i

    m t m ` s

    l d d i

    d i 8

    Q c d r d

    ` s t c ` s

    i m t m

    o h u l i

    Q c m t t y p

    d h o i

    m t m

    b h e e d

    b t ` h l

    j d t c

    h i s m

    r d

    l d d i

    d i o h r t c ` s

    8

    Q c h l

    d d i s

    t h k d

    b h l t

    o h r b h e e d

    b t ` l a

    t c ` s

    i m t m 8

    Q c d l

    w ` e e

    t c ` s k

    d

    b h j p

    e d t d i 8

    w c m t w ` e e k

    d e d m r l d

    i

    o r h j

    t c ` s i

    m t m 8

    Q c m t j `

    a c t k

    d j ` s s

    ` l a

    Chw ̀ s Rdj`ht`bsulidrp`ll l̀a bhjjul`bmt`hltcdhr`ds8

    Chw j`act tcdsd tcdhr`dskd mppe`di `l dlv`rhljdltmeids`al8

    Chw `s m sdt ho br`tdr`mvmeumked th bhjjul`bmt`hlprhbdssds8

    Chw w`ee tc`s br`tdr`m kd usdi`l sdrv`bdsbmpds8

    Chw ihds tc`s br`tdr`m moodbttcd kus`ldss-th-bhlsujdrdxpdr`dlbd8

    Rbhpd hotyphehay

    Yh `idlt`oy tcddoodbts ho msdrv`bdsbmpdids`al hl

    kus`ldss

    Vrdv`husrdsdmrbc

    li`las

    Rdbhlimryrdsdmrbc

    li`las

    RJD`ls`acts

    Rdbhlimryrdsdmrbc,@ltdrv`dws

    Rdbhlimryrdsdmrbc

    RJD ̀ l

    Rdrv`bdIds`al

    wddg9

    Chw msdrv`bdsbmpd‐sids`al`l udlbds

    bhlsujdrkdcmv`hr

    @ bhuei embgsuo b`dltrdsdmrbcrdemt`la th

    dlv`rhljdltmepsybchehay

    Yh `idlt`oywcdrd tcdrdmrd Ids`alJmlmadjdlthpphrtul`t`dsth hpt`j`zdbhjjul`bmt`hljdtchis

    Ids`alJmlmadjdltjdtchis mli`ltdlt`hls

    Rdbhlimry[dsdmrbc

    li`las, mli@ltdrv`dw`ls`actsmli/hrsurvdys

    Rdbhlimryrdsdmrbc

    li`las,rdsuets ho`ltdrv`dwsmli survdys

    Rdbhlimryrdsdmrbc, mli@ltdrv`dwsmli/hrsurvdys

    Mbmidj`brdsdmrbcpemtohrjs,

    RJD dxpdrt`l Ids`alJmlmadjdlt

    wddg9

    Ycd Ids`alJmlmadjdltmpprhmbc thids`al`lamoodbtmt`husdlv`rhljdlts

    @ bhuei embgsuo b`dltrdsdmrbc

    Chw usdrs`ltdrprdttcd`r sdrv`bddlv`rhljdlts

    Yh glhwchw sdrv`bdkus`ldssdsbml kdttdrprdpmrd tcd`rsdrv`bdsbmpds

    [dsdmrbc hldlv`rhljdltmepsybchehaymli `tsmppe`bmt`hl `lids`al

    Rdbhlimryrdsdmrbc

    li`las

    Rdbhlimryrdsdmrbc

    Ydxtume mlmeys`s

    Mbmidj`brdsdmrbcpemtohrjs

    Vrdv`hus bmsdstui`ds

    wddg9

    Qcdrd

    tcdrd mrddv`rhljdltmemlibhjjul`bmt`hlids`alhpphrtul`t`dsth phs`t`vdeydoodbtbhlsujdrkdcmv`hr.

    ]ume`tmt`vdimtm edmvdsrhhj ohrdrrhr hr k`ms

    Chw sdj`ht`bsmrd usdi `lbhjjul`bmt`hlprmbt`bds

    Yh `idlt`oywcdrdsdj`ht`bsdx`st `ldlv`rhljdltmeids`al mlichw th usd `t

    strmtda`bmeey

    Vrdv`husrdsdmrbc

    li`las

    Rdbhlimryrdsdmrbc

    li`las

    Rdbhlimryrdsdmrbc

    Khhg sthrd wddg9

    Chw sdj`ht`bsmrd usdi ms mbhjjul`bmt`hlthhe `ldlv`rhljdltmeids`al bch`bds

    Jy bcmeedladw`ee kdspdb`oy`latcd tcdhryho sdj`ht`bsohr rdsdmrbcpurphsds

    Ohr prhndbtphs`t`hl`la

    Krmli`lastrmtad`ds

    Bhjjul`bmt`hlRtrmtda`ds

    Ids`alJmlmadjdltstrmtda`ds

    Rdbhlimryrdsdmrbc

    li`las,rdsuets ho`ltdrv`dwsmli survdys

    Rdbhlimryrdsdmrbc, mli@ltdrv`dwsmli/hrsurvdys

    Rdbhlimryrdsdmrbc

    RukndbtJmttdrDxpdts(RJD)

    wddg9

    Chw thmpprhmbc tcdsdrv`bd `liustryw`tc strmtda`b`lohjmt`hl hlhpphrtul`t`ds ohrbhjjul`bmt`hlw`tc`l tcd`rpcys`bme spmbds

    Bhuei kdj`ss`la`lohrjmt`hlv`tme thids`al`labr`tdr`m

    Qcmt ahds`lth mldlv`rhljdltmeids`al

    ]ume`t`ds homoodbtmt`husdlv`rhljdlts

    [heds mliprmbt`bds`l kus`ldssdlv`rhljdlts

    Qcmt `s tcdvmeud

    Qcmt mrdtcd syjkhe`bdedjdlts `l mldlv`rhljdlt

    Qcmt `s tcdtcdhry hosdj`ht`bs8

    Chwmrd tcdyids`aldi ohrtcd usdr

    Qcmt `s tcdsdrv`bdsbmpdbr`tdr`m

    Qcmt br`tdr`hldx`sts `l tcdjmrgdt

    Chw cmvdhtcdr jdtchismppe`di thsdrv`bdsbmpds

    Qcmt `s j`ss`la`l tcd K;Bdxpdr`dlbd

    RT K[DRDM[BC

    ]TDRY@HLR

    O`aurd 1 [dsdmrbc ]udst`hl Jmtr`x

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    42/118

    BHLRDLY OH[JR @LYD[_@DQ ]TDRY@HLR RT[_DP

    Bhjpedtdi bhlsdlt ohrjs mrd ehbmtdi ̀ l Mppdli`x K

    [DRDM[BC MBY@_@Y@DR & RPLYCDR@R9;

    [DRDM[BC V[HYHBHER

    O`aurd 3 [dsdmrbc Vrhthbhes

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    43/118

    Hpdl-dlidi `ltdrv`dws wdrd bhliubtdi w`tc sukndbt jmttdr

    dxpdrts `l tcd deis ho Ids`al Jmlmadjdlt, Rdrv`bd Ids`al,

    mli Kus`ldss. Rukndbt jmttdr dxpdrt`sd `l Bhjjul`bmt`hl,

    Krmli`la, Dlv`rhljdltme Vsybchehay ohr Ids`al, mli Ids`al

    Yc`lg`la wms ohuli tcrhuac sdbhlimry rdsdmrbc.

    @LYD[_@DQR

    RT[_DP @L IDR@AL JMLMADJDLY

    M survdy `l Ids`a l Jmlmadjdl t rd dbtdi juet`ped

    pdrspdbt`vds hl tcd dei ho Ids`al Jmlmadjdlt, `ts

    mpprhmbc, mli chw `t `s usdi `l m kus`ldss sdtt`la.

    Ycd survdy wms prdsdltdi hl tcd Ids`al Jmlmadjdlt

    Ombdkhhg Arhup pmad ohr m behsdi-ihhr mpprhmbc th

    rdbru`t`la rdedvmlt pmrt`b`pmlts.

    Mppey`la li`las orhj sdbhl imry rdsdmrbc mli p rdv`hus

    bmsd stui`ds, m bhltdlt mlmeys`s ho v`sume jmttdr, mli `ts

    msshb`mtdi s`al` bmlbd hr syjkhe`sj, wms bhliubtdi

    tcrhuac hksdrvmt`hlme mli pchth rdsdmrbc th bhjpedtd tcrdd

    bmsd stui`ds ho edmi`la sdrv`bd bhjpml`ds `l i`oodrdlt sdrv`bd

    bhli`t`hls.

    Bmsd Rtuiy prhbdss>

    =. Kmbgarhuli rdsdmrbc - `lbeui`la prdv`hus bmsd stui`ds,

    kuzz rdv`dws, mli bhjpmly prh eds. Kmbgarhuli rdsdmrbc

    `s usdi th `idlt`oy tcd kus`ldss‐s vmeuds, strmtda`b `ltdlt,

    mli krmli jdssmad.

    ;. Bhltdlt mlmeys`s - tcrhuac pchth rdsdmrbc, ky i`ssdbt`la

    syjkhe`b, bhjjul`bmt`vd v`sume dedjdlts th bhjpmrd

    tcd`r dlv`rhljdltme ids`al bch`bds th tcd rdsuets ho

    kmbgarhuli rdsdmrbc.

    2. Hksdrvmt`hlme rdsdmrbc - mt m ehbme ehbmt`hl, tmg`la lhtd

    ho tcd mjk`dlt mli rdme-t`jd doodbts ho tcd`r dlv`rhljdltme

    ids`al bch`bds.

    9. Brdmt`la m VHDJR jhide - th rdbhri mli prdsdlt tcd

    hksdrvmt`hlme rdsdmrbc. VHDJR stmlis ohr pdhped,

    hkndbts, dlv`rhljdlts, jdssmads, mli sdrv`bds.

    BMRD RYTI@DR

    RDBHLIM[P [DRDM[BC

    R`al` bmlt sdbhlimry rdsdmrbc wms bhliubtdi mli usdi

    `l prdpmrmt`hl ohr pr`jmry rdsdmrbc mli mam`l iur`la tcd

    mo l`t`zmt`hl prhbdss.

    [DRDM[BC MBY@_@Y@DR

    [ D R D M [ B C M B Y @ _ @ Y @ D R & R P LY C D R @ R 92

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    44/118

    IMYM V[HBDRR@LA MLI MLMEPR@R

    Rdbhlimry rdsdmrbc bhltr`kutdi th i`sbhvdr`la

    dlv`rhljdltme krmli`la strmtda`ds ky rdbhri`la>

    =. Chw Ids`al Yc`lg`la `s usdi `l kus`ldss mli `l

    krmli`la prmbt`bds

    ;. Chw dlv`rhljdltme psybchehay bhltr`kutds

    th sdrv`bdsbmpds

    2. Chw dlv`rhljdltme jmttdr `s syjkhe`b mli

    bhltr`kutds th krmli`la mli bhjjul`bmt`hl

    @ltdrv`dws w`tc sukndbt jmttdr dxpdrts `l tcd deis ho

    Ids`al Jmlmadjdlt, Rdrv`bd Ids`al, mli Kus`ldss

    wdrd bhliubtdi mli trmlsbr`kdi. @l mii`t`hl, stuidlts

    ho Ids`al Jmlmadjdlt wdrd survdydi. @ltdrv`dws

    mli survdys wdrd bhliubtdi th dxtrmbt ml diubmtdi

    pdrspdbt`vd hl vmr`hus thubc ph`lts moodbt`la tcd

    bhlsujdr dxpdr`dlbd mli chw Ids`al Yc`lg`la bml

    bhltr`kutd th brdmt`la krmli rdshlmlbd.

    Bmsd stui`ds ho i`vdrsd sdrv`bd kus`ldssds brdmt`la

    krmli rdshlmlbd w`ee sdrvd ms bhltdxtume ids`al rdsdmrbc

    ohr tcd purphsds ho dxphs`la burrdlt ids`al prmbt`bds.

    Br`tdr`m ohr bmsd stui`ds `lbeuids>

    =. Kmbgarhuli rdsdmrbc hl tcd kus`ldssds tcrhuac

    bhjpmly prh eds, kuzz rdv`dws, mli prdv`hus bmsdstuiy li`las.

    ;. M Bhltdlt mlmeys`s ho v`sume jmttdr tcrhuac pchth

    rdsdmrbc, `lbeui`la pchths tmgdl iur`la hksdrvmt`hlme

    rdsdmrbc

    2. Hksdrvmt`hlme rdsdmrbc syltcds`zdi tcrhuac m

    VHDJR jhide.

    [DRDM[BC MBY@_@Y@DR & RPLYCDR@R99

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    45/118

    BHLYDLY MLMEPR@R

    _@RTMEVMYYD[LR

    [ D R D M [ B C M B Y @ _ @ Y @ D R & R P LY C D R @ R 94

    O`aurd 0 Bhltdlt mlmeys`s i`marmj

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    46/118

    Hpdl `ltdrv`dws wdrd bhliubtdi w`tc sukndbt jmttdr dxpdrts `l tcd deis ho

    Ids`al Jmlmadjdlt, Rdrv`bd Ids`al, mli Kus`ldss.

    @LYD[_@DQR MY M AEMLBD

    IJAY

    RD[_

    KT R

    @l m kus`ldss sdtt`la, Ids`al Jmlmadjdlt mpprhmbcds m bcmeedlad che`st`bmeey

    mli strmtda`bmeey, ehhg`la mt tcd prhkedj `l bhltdxt mli w`tc m strhla

    usdr-ohbus. Ohr m bhjjul`bmt`vd bcmeedlad, Ids`al Jmlmadjdlt dlmkeds

    bemr`ty, brdmt`la strmtday ohr doodbt`vd bhjjul`bmt`hl prhbdssds.

    Rdrv`bd ids`al brdmtds ldw ohrjs ho muajdlt`la tcd phtdlt`me mbt ho pdhped,

    a`v`la yhu m wmy th ih wcmt yhu htcdrw`sd bmllht ih. Rdrv`bd ids`al `s usdith p`lph`lt dedjdlts ho tcd shb`me emlisbmpd7 tc`s p`lph`lt`la prhbdss hr

    sdqudlb`la ho tcdsd dedjdlts id lds m sdrv`bdsbmpd.

    Vmrt`buemrey `l tcd sdrv`bd `liustry, m gdy kus`ldss strmtday `s usdr dxpdr`dlbd.

    Orhj m jmrgdt`la pdrspdbt`vd m krmli schuei mpprhmbc tcd`r usdr mbrhss

    mee thubcph`lts mli `l m bhls`stdlt omsc`hl sh tcmt `t `s supphrt`la tcd krmli

    pdrshlme mli dqu`ty.

    ―IDR@AL JMLMADJDLY

    MEQMPR EHH GR MY IDR @AL

    Q@YC M RY[MYDA@B

    VD[RVDBY@_D‚

    ―M RD[_@BDRBMVD QHTEI KD

    YCD M[Y@O@B@ME RDEDBY@HL HO M E M[A D[ EML IRB MVD ‚

    ―TRD[ DSVD[@DLBD @ YC@LG

    RCHTEI KD @L D_D[P DEDJDLY

    HO YCD JM[GDY@LA J@S @L ML

    @LYDA[MYDI OMRC@HL‚

    Ycd rst bheujl bhls`sts ho pmrmpcrmsds w`tc tcd `ltdlt`hl th sujjmr`zd`ltdrv`dw w`tc dxpdrts `l tcd rdspdbt`vd i`sb`pe`lds. @l keud mrd i`rdbt quhtds.

    [DRDM[BC MBY@_@Y@DR & RPLYCDR@R9?

    Yrmlsbr`pts mrd ehbmtdi ̀ l Mppdli`x D

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    47/118

    RT[_DP [DRTEYR H_D[_@DQ

    [ D R D M [ B C M B Y @ _ @ Y @ D R & R P LY C D R @ R 91

    [dsuets ho tcd Ids`al Jmlmadjdlt surdvy bhltr`kutdi th scmp`la tcd Ids`al

    Yc`lg`la sbhpd ho tc`s prhndbt. Rddl cdrd mrd ml dxmjped ho dmbc mlswdr

    Bhjpedtd survdy rdsuets ehbmtdi ̀ l Mppdli`x B

    ―M i`sb`pe`ld tcmt prhjhtds tcd strmtda`b omb`e`tmt`hl mli jmlmadjdlt ho tcd ids`al

    tc`lg`la prhbdss ohr tcd idvdehpjdlt ho `llhvmt`vd kus`ldss prmbt`bds

    mli hoodr`las.‚

    QCMY @R IDR@AL JMLMADJDLY8

    ―Ids`al Jmlmadjdlt us jhst usdoue `l kus`ldss wcdl mppe`di thwmri pemll`la mli

    strmtda`ds. Ycd emtdrme tc`lg`la mpprhmbc, wcdl prhpdrey mppe`di edvdrmadi, bml a`vd

    hraml`zmt`hls m i`oodrdlt`mt`la bhjpdt`t`vd diad tcmt cms tcd phtdlt`me ho phs`t`hl`la

    tcdj (hr gddp`la tcdj) `l tcd`r `liustry‐s edmi.‚

    @L QCMY QMPR @R IDR@AL JMLMADJDLY TRDI @L KTR@LDRR8

    ―Ts`la Ids`al Yc`lg`la jdtchis th `l`t`mtd m brdmt`vd prhbdss tcmt bml

    edmi th kus`ldss sheut`hls mli strmtda`ds.‚

    QCMY @R YCD IDR@AL JMLMADJDLY MVV[HMBC8

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    48/118

    [DRDM[BC MBY@_@Y@DR & RPLYCDR@R93

    BMRD RYTI@DR @LY[HITBY@HL

    Ycd purphsd ho bmsd stui`ds `s th mlmeyzd rdme s`tumt`hls th i`sbhvdr mli tcdl idjhlstrmtd

    `ls`acts tcmt edmi th ldw cyphtcds`s mli ulidrstmli`las. Ohr tc`s prhndbt, bmsd stui`ds

    wdrd usdi th stuiy tcd dlv`rhljdltme ids`al kdcmv`hrs ho edmi`la krmlis `l i`vdrsd sdrv`bd

    `liustr`ds. Ycd ahme ho tc`s rdsdmrbc wms th edmrl chw kus`ldssds wch mbc`dvd krmlirdshlmlbd s`al`oy tcd`r krmli tcrhuac tcd`r dlv`rhljdltme ids`al.

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    49/118

    BMRD RYTIP

    ETETEDJHL

    MBY @_@Y P

    Yc`s krmli ho mbt`vdwdmr mivhbmtds ohr m kmemlbdi mli hutah`la e`odstyed.Ycd`r jml`odsth ̀ s mkhut ―swdmt`la dvdry imy,‚ ―krdmtc`la iddpey,‚ ―ir`lg`lawmtdr, mli ―adtt`la hutihhrs.‚ Ycd`r krmli vmeuds mrd rdprdsdltdi tcrhuactcd`r dqu`pjdlt, tcd`r armpc`bs, tcd`r pmbgma`la, mli tcd`r djpehydds.

    [ D R D M [ B C M B Y @ _ @ Y @ D R & R P LY C D R @ R 90

    GDP EDM[L@LAR

    JMVED

    Jmped ̀ s usdi th rdprdsdlt khiy jhvdjdlt. Ohr dxmjped, mbt`v`ty bmedlimrsmrd ormjdi ky jmped. Jmped `s hotdl syjkhe`b ho kmemlbd mli adldrhs`ty.

    BHJJTL@YP

    Eueuedjhl brdmtds m rdemt`hlsc`p w`tc tcd`r bhjjul`ty. Ycdrd mrd rdshurbdsohr ehbme yham bemssds mli rull`la arhups. Rhjdt`jds, Eueuedjhl sthrds w`eechst tcd`r hwl yham bemssds. Ldw tc`ri-pembd spmbds mrd kd`la `ltdarmtdi `lEueuedjhl sthrds. Yc`s brdmtds m sdlsd ho bhjjul`ty mli adldrmtds krmlidlamadjdlt.

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    50/118

    @LYDA[MY@LA HVVH[YTL@Y@DR YH TRD YCDRVMBD MR M YC@[I-VEMBD OMB@E@YP

    Ycd`r ldw bhjjul`ty spmbd odmturdse`vd-diad Qdstdrl Jmped tmkeds w`tcbhlvdl`dlt peua-`ls mt tcd bdltdr hotcd tmkeds. Jmped ormjds, hr `s tcdpemtohrj ohr, bhjjul`ty rdshulbdsmli `l-sthrd mbt`v`t`ds. Ycd spmbd `sids`aldi ohr ml mrrmy ho mbt`v`t`dsmli hpphrtul`t`ds ohr dlamadjdlt7ourl`turd `s dx`ked mli bml kd sc`otdimrhuli tcd rhhj kmsdi hl tcd mbt`v`tymli tcd e`act`la `s bhls`idrmtd hotcd bmej, kut shb`me hr prhiubt`vd,mtjhspcdrd. Mjk`dlt mli oulbt`hlmeidtm`es, ̀ lbeui`la sjmee hwdrmrrmladjdlts mli w` jmgd `t mlmpprhmbcmked sdtt`la.

    Eueuedjhl ids`aldi m sthrd wc`bc `lbhrphrmtds mtc`ri pembd spmbd. Yc`ri pembds mrd bhjjul`ty spmbdsusdi ohr rdemx`la, shb`me`z`la, whrg`la, ml mbt`v`ty, hr `ladldrme, dlama`la `l shjdtc`la huts`id tcd chjd

    hr whrgpembd. Rdrv`bd kus`ldssds mrd ̀ lbhrphrmt`latcdsd spmbds th dlbhurmad krmli dlamadjdlt kdyhlitcd prhiubt hr sdrv`bd. Ohr Eueuedjhl, brdmt`la mtc`ri-pembd w`tc`l tcd`r rdtm`e spmbd jdmls gddp`lam sthrd mbt`vd mli tcd usdrs dlamadi, wc`bc ir`vdstrmo b, smeds, mli cdeps tcd`r krmli ̀ idlt`ty.

    Y CD ID YM @ E R

    O`aurd =6 Eueuedjhl sthrd ̀ l Mekdrtm, Bmlmim.

    rdtm`e-`ls`idr.bhj shurbd wms usdi ̀ l Bmsd Rtuiy rdsdmrbc

    [DRDM[BC MBY@_@Y@DR & RPLYCDR@R46

    Bhjpedtd bmsd stuiy li`las O`aurd =9

    BMRD RYTIPO@LI@LARRBDLM[@HR

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    51/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    52/118

    BMRD RYTIP

    RYM[KTBGR

    [DRDM[BC MBY@_@Y@DR & RPLYCDR@R4;

    GDP EDM[L@LAR

    OHBTR

    Rtmrkubgs‐ ohbus `s hl hoodr`la busthj`zdi, qume`ty bhoodd. Ycdy kde`dvdtcmt m bhjohrtmked mli v`sumeey mppdme`la dlv`rhljdlt prhjhtds tcd`rprhiubt mli de`b`ts krmli dlamadjdlt. Ycd`r krmli vmeuds rdbhal`zd tcdrhed ho djpehydds `l tcd`r krmli bueturd mli tcd `jphrtmlbd ho sustm`lmked

    prmbt`bds. Rtmrkubgs ̀ s bhlt`lumeey jhi`oy`la tcd`r dlv`rhljdlts th stmyrdemt`vd mli `llhvmt`vd, wc`ed stmy`la bhls`stdlt `l tcd`r bhrd vmeuds.

    QH[G

    Ycd emyhut mli mjk`mlbd mrd ids`aldi ohr tcd kdcmv`hr sdtt`la. Kdcmv`hrsdtt`las mrd ids`aldi tcrhuac dlmkedrs wc`bc brdmtd m rdemt`hlsc`p kdtwddlusdr kdcmv`hr mli dlv`rhljdltme sdtt`las. Rtmrkubgs‐ hpdl emyhut whrgsw`tc tcd`r usd ms m tc`ri-pembd spmbd. Motdr purbcms`la ohhi hr kdvdrmads,usdrs w`ee rdemx, shb`me`zd, hr jhst e`gdey whrg `lidpdlidltey.

    QM[JYC

    Mt Rtmrk ubgs, ` jmadry jhbgs prhiubt . Ycdrd `s m sdlsd ho sth rytdee`l a `l t cdids`al, mli sdqudlbd, ho v`sumes. Ycd`r v`sumes mrd mkstrmbt, `eeustrmt`vd, mli`l wmrjdr thlds. Ycd usd ho wmrj thlds jhbgs tcd bhehr ho bhoodd kdmlsmli brdmtds m wmrj mli bmsume mtjhspcdrd.

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    53/118

    [ D R D M [ B C M B Y @ _ @ Y @ D R & R P LY C D R @ R 42

    DOOH[YR @L JMRR-V[HITB DI

    BTRYHJ@^MY@HL

    Bhoodd pemlt mrtwhrg mli mbtume bhooddpemlts mt tcd orhlt mrd usdi ms m tr`kutdth tcd ld`ackhrchhi> tcd OehwdrI`str`bt `l Mjstdrimj. Yh jm`ltm`ltcd krmli `jmad, arddl jmrked mliwhhi mrd usdi tcrhuachut tcd spmbd.@l mii`t`hl, v`ltmad e`act xurds mliourl`turd mrd usdi th hoodr ml mutcdlt`b,Durhpdml dxpdr`dlbd.

    Ycd Rtmrkubgs dxpdr`dlbd wms hlbd chjhadldhus7wcdrdvdr yhu wdrd ̀ l tcd whrei, Rtmrkubgswhuei hoodr yhu tcmt bhjohrtmked mli rdbhal`zdidxpdr`dlbd. Lhw Rtmrkubgs `s jmss-prhiub`lai`vdrsd bhoodd schps, a`v`la dmbc ehbmt`hl `tshwl ul`qud, bueturd-spdb` b dxpdr`dlbd. Kdbmusd

    thimy‐s bhlsujdr vmeuds rdemt`hlsc`ps mlimutcdlt`b`ty, tcdrd `s m bhlsujdr mttrmbt`hl thwmrisehbme`zdi dxpdr`dlbds. Busthj-kdvdrmad omls omvhrtcd ehbme bhoodd schp dxpdr`dlbd. Yh bhjpdtd ̀ ltc`s ldw bhlsujdr jmrgdt, Rtmrkubgs wmlts dvdrybhlsujdr th odde m i`st`lbt dxpdr`dlbd mt tcd`r ehbmeRtmrkubgs.mli brdmtd m ―jy Rtmrkubgs‚ i`mehaud.

    Y CD ID YM @ E R

    O`aurd =; Rtmrkubgs `l tcd Oehwdr I`str`bt, Mjstdrimj rdtm`eids`alkeha.ldt

    BMRD RYTIPO@LI@LARRBDLM[@HR

    Bhjpedtd bmsd stuiy li`las O`aurd =9

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    54/118

    BMRD RYTIP

    QCHED OHHIR

    ]TME@YP

    Qched ohhis pr`ids `tsdeo hl qume`ty mli v`sumeey me`als tcd`r prhiubt th m qume`ty ho e`od. _`sumes`almad `s usdi th rd dbt bhlsujdr msp`rmt`hls. @l turl, tcdrd ml djht`hlme khli `s brdmtdikdtwddl tcd krmli mli tcd bhlsujdr. Bhlsujdrs ehhg ohr krmlis wch scmrd tcd`r vmeuds.Qched ohhis i`spemys `jmads ho `li`v`iumes hr omj`e`ds `l m stmtd ho smt`sombt`hl mliwdeekd`la. Mt Qched Ohhes, vmeu`la m c`acdr qume`ty ho e`od trmlsemtds th m ideuxd arhbdryschpp`la dxpdr`dlbd. Lht yhur typ`bme arhbdry sthrd, Qched Ohhis hoodrs m ldmr-i`l`la-hut

    dxpdr`dlbd, `lbeui`la w`ld mli bcddsd, mli brdmtds m bhjpe`jdltmry mjk`mlbd wc`bc pr`jdsusdrs th e`ladr, hr s`t mli stmy m wc`ed.

    GDP EDM[L@LAR

    BTEYT[D

    Qched ohhis j`j`bs tcd bueturme v`j `l tcd`r sthrd ids`als. Ycdy sddg hut v`sumes mli`jmadry tcmt rdprdsdlts ehbme bueturd. Hld wmy Qched Ohhis mbc`dvds tc`s `s th `lbhrphrmtdehbmeey shurbdi jmtdr`mes mli rdpurphs`la bueturmeey rdedvmlt dqu`jdlt. Ohr dxmjped, `l mk`g`la-bdltr`b b`ty, Qched ohhis rdpurphsds k`gd pmrts ms pmrt ho tcd`r `ltdr`hr ids`al.

    CHJD

    Oehwdrs mrd hoodr m sdlsd ho `lv`tmt`hl mli bhjohrt. Qched Ohhis usds hwdrs th pr`jdtcd`r usdr. Ycd hrme sdbt`hl wdebhjds tcd yhu `lth tcd sthrd. Oehrme ohbme ph`lts mrdstrmtda`bmeey sbmttdrdi tcrhuachut tcd sthrd. Mt Qched Ohhis `l Rmvmllmc, m hrmemrrmladjdlt ̀ s phs`t`hldi ulidr m s`al tcmt rdmi, ―Qcmt‐s bhhg`la, Rmvmllmc8‚ Ycd`lbeus`hl ho hrme idtm`es brdmtds m sdlsd ho chjd mli tcd msshb`mt`vd qume`t`ds hobhltdltjdlt, pdmbd, mli euxury.

    [DRDM[BC MBY@_@Y@DR & RPLYCDR@R49

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    55/118

    BMRD RYTIPO@LI@LARRBDLM[@HR

    JMYD[@MER [DOEDBY BH[D J@RR@HLR

    ―Ycd Vmrehr,‚ m suksdbt`hl ho QchedOhhis, chusds m ehulad spmbd, mli`ts ̀ s wcdrd tc`s arhbdry hoodrs w`ld,bcddsd, mli kddr sdrv`bds, `lbeui`latmst`las. Qched ohhis whrgs th hoodrm sdlsd ho euxury w`tc m sdlsd homutcdlt`b`ty. Ycd Vmrehr‐s ids`al

    rdprdsdlts tc`s. Ycd usd ho m e`arddids`al `l tcd `eeustrmt`hl ho tcd`rehah hoodrs m sdlsd ho mrt`stry mlimutcdlt`b`ty. Qched ohhis usds j`xdiwhhi hl tcd`r wmees mli lmturme,ultrdmtdi whhi ohr tcd`r xturds mlitcd`r ourl`turd. Ycd mppe`bmt`hl howc`td, hrmes, mli rd dbt`vd jmtdr`mebrdmtds m sdlsd ho hpuedlbd.

    Qched Ohhis wmlts th hoodr m sdlsd ho mutcdlt`b`tyth tcd`r usdr. Tltrdmtdi whhidl brmtds mlibmrikhmri khxds kdmr`la prhiubd mli hwdrs mrdusdi th hoodr m r`act-orhj-tcd-omrj sdlsmt`hl. Ycdj`xturd ho whhi cuds hl wmees mli xurds, m stmpedmbrhss jhst sthrd ehbmt`hls, rdprdsdlts m lmturmedxpdr`dlbd. Cujml psybchehay suaadsts tcmt usdrsmrd mttrmbtdi th dxpdr`dlbds tcmt irmw tcdj behsdrth lmturd. Mesh, Qched Ohhis pr`jds tcd usdr kyphs`t`hl`la tcd`r hrme `lvdlthry mt tcd orhlt ho tcdsthrd, ̀ jprdss`la m sdlsd ho ordscldss.

    Y CD ID YM @ E R

    O`aurd =2 ―Ycd Vmrehr,‚ `l Qched Ohhis

    Bhjpedtd bmsd stuiy li`las O`aurd =9

    [ D R D M [ B C M B Y @ _ @ Y @ D R & R P LY C D R @ R 44

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    56/118

    O`aurd =9 J`li jmp ho Bmsd Rtuiy O`li`las

    YC D B[ DMY @_ D TRD HO AD HJD Y[ PA@_DR M RDLRD HO KMEMLBD

    @ L Y D A [ M Y @ L A H V V H [ Y T L @ Y @ D R

    Y H T R D Y C D R V M B D M R M

    Y C @ [ I - V E M B D O M B @ E @ Y P

    M

    D R Y C D Y @ B

    R M [

    D K H E I

    ,

    K T Y

    [ D E M Y @ _ D Y H Y C

    D T R D [

    E H

    B M E E P

    B T R Y

    HJ@ ^ D I

    _ @ R

    T M E

    R

    D J V E H P

    D D R B H L Y

    [ @ K T Y D

    Y H M J K @ M L

    B D

    V M B G M A @ L A [ D O E D B Y R

    _ M E T D R

    Q H H

    I T R

    D I Y H [ D

    V [ D R

    D L Y

    H [

    O [ M J

    D M B

    Y @ _ @

    Y P M L I

    K H I P

    J H _

    D J D L

    Y BMRD RYTIPO@LI@LAR

    J M Y D [ @ M E R T R D I [ D O E D B Y

    Y C D B H [ D J @ R R @ H L Y H K D

    R T R Y M @ L M K E D

    C H T R D R I @ R Y @ L B Y @ _ D E P

    I D R @ A L D I R V M B D R Y H G D D V

    P H T D L A M A D I

    D M B C

    R Y H [ D

    @ R T L @

    ] T D E

    P

    I D R @ A

    L D I

    Y H [ D O

    E D B Y

    Y C D

    B T E Y

    T [ M E

    _ @ J

    YC D MJK @D LY ML I E MPHT YIDR@AL RD]TDLBD AT@IDR YCDTRD[ NHT[LDP

    _ @ R T M E M L B C H [ R M [ D T R D I

    Y H B H C D [ D R Y H [ D I @ _ D [ R @ Y P

    O H [ K [ M L I @ I D L Y @ Y P

    _ @R T M E E I D RB [ @K D R B H J

    V M L P ‐ R

    A H M E R Y H R Y M P E H B M E E

    P M L I

    D L _ @[ H L J DL Y M E E P R T R

    Y M @L M K E D

    Q @ Y C M R Y [ H L A

    O H B T R

    , T R D [ R

    O H B T R @ L

    D O O H [ Y R @ L

    J M R R - V [ H I T B D I

    B T R Y H J @ ^ M Y @ H L B [ D M

    Y @ L A

    M R D L R D

    H O

    V E M B

    D @ L

    Y C @ [ I

    - V E M B D

    D L _ @ [

    H L J D

    L Y R

    R Y H [

    P Y D E

    E @ L A

    Y C [ H

    T A C

    [ D V @ Y

    @ Y @ H L

    M L I @

    E E T R

    Y [ M Y

    @ H L

    V E D M R @ L A _ @ R T M E R

    R T V V H [ Y

    Y C D R D [ _ @ B D M L I

    V [ H I T B Y

    RYM[KTBGR

    ETETEDJHL

    QCHED OHHIR

    [DRDM[BC MBY@_@Y@DR & RPLYCDR@R4?

    BMRD RYTIP O@LI@LAR

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    57/118

    O`aurd =4 [dsdmrbc O`li`las mt m Aemlbd Jmp v`dw ho sdbhlimry rdsdmrbc ̀ l bhjk`lmt`hl w`tc pr`jmry rdsdmrbc li`las

    BHJJTL@BMY@HLIDR@AL

    RD[_@BDRBMVD

    IDR@ALJMLMADJDLY

    Rdrv`bdsbmpdspmbgmad tcd sdrv`bdtcrhuac mjk`mlbd,emyhut, mli s`almad

    Dlv`rhljdltmeVsybchehay ̀ s

    usdi th prdi`bt,mli ids`al ohr,

    ml moodbt`vd usdrdxpdr`dlbd

    Ids`al Jmlmadjdltj`t`amtds r`sg w`tc

    `lohrjdi, bhltdxtumeidb`s`hls

    Dlv`rhljdltmeids`al ohr krmli`lawhrgs th mttrmbt mli

    dlamad tcd usdr

    M strhla krmlibrdmtds mpprhpr`mtd

    krmli jdml`latcrhuac msshb`mt`hls

    Hkndbts, bhehrs,mli jmtdr`mes cmvd

    bhjjul`bmt`vd vmeudtcrhuac sdj`ht`bs

    Ids`al brdmtds mehvdodst kdtwddl tcdkrmli mli tcd usdr

    Ids`al a`vds krmli`latcd emlaumad th spdmg th

    `ts mui`dlbd

    _`sume mlimjk`dlt jmttdr

    `s lhl-vdrkmebhjjul`bmt`hl

    tcrhuacmsshb`mt`hl

    Ids`al Yc`lg`lapmvds tcd wmyth mpprhmbc`la

    ldw prhkedjs kystuiy`la pdrbdpt`hls,

    dxpdbtmt`hls, mlibmpmk`e`t`ds

    Ycd emyhut ho mspmbd bhjjul`bmtds

    tcd ̀ ltdlidiusdr nhurldy

    Yc`ri-pembdspmbds, usdi ̀ l

    sdrv`bdsbmpds, mrdoulbt`hlme spmbdshuts`id tcd chjd

    hr ho bd

    Ids`al Yc`lg`lamli Dlv`rhljdltme

    Vsybchehay ̀ sir`vdl ky

    cujml-bdltdrdiids`al jdtchis

    [ D R D M [ B C M B Y @ _ @ Y @ D R & R P LY C D R @ R 41

    [DRDM[BC RVMBD O@LI@LAR

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    58/118

    [DRDM[BC @LR@ACYR

    QCMY BHLY[@KTYDR YH YCD TRD[ DSVD[@DLBDBHLY[@KTYDR YH YCD K[MLI JDRRMAD

    ―Ycd usd ho bhehr bhjk`lmt`hls, sbdlt, sehamls, mli `jmadrymrd wmys ̀ l wc`bc kus`ldssds bml brdmtd krmli ̀ idlt`ty,‚(Ghpdb, ;661).

    RD[_@BDRBMVDR M[D JMG@LA [HHJ OH[YC@[I-VEMBD RVMBDR

    Ycd `ltdarmt`hl ho tc`ri-pembd spmbds `s th prhvhgd krmlidlamadjdlt. Hld ho tcd strhladst mo rjmt`hls ho krmliehymety `s wcdl bhlsujdrs mbt`vdey dlamad w`tc tcd krmli(Gdeedr, ;66=).

    R@ALMAD MLI A[MVC@BR RCHTEI [DV[DRDLY YCDK[MLI _METDR YCMY J@[[H[ TRD[R‐ AHMER

    ―Bhlsujpt`hl cms kdbhjd jdml`laoue, mli krmlis mrdhotdl usdi ms m ku`ei`la kehbgs ohr tcd bhlstrubt`hl mlijm`ltdlmlbd ho hur pdrshlme `idlt`ty,‚ (Ehbgwhhi,;660).

    DJVEHPDDR BHLY[@KTYD YH YCD MJK@MLBD MLIYCD TRD[ DSVD[@DLBD

    ―M mtjhspcdrd bmllht kd supphrtdi ky ids`al mehld7 `tmesh rdqu`rds tcd `lbeus`hl ho pdhped wch supphrt tcd `jmadmli hbbupy tcd dlv`rhljdlt st`juemt`la tcd dxpdr`dlbd,‚(Ghpdb, ;66?)

    M K [ML I J TRY KD BHL Y@L TME EP JHI @OP @LA YHRYMP [DED_MLY

    @t ̀ s ̀ jphrtmlt th bhls`stdltey upimtd dlv`rhljdlts th rdtm`ltcd bhlsujdr‐s mttdlt`hl mli jm`ltm`l bueturme rdedvmlby.

    HVVH[YTL@YP YH IDR@AL YCD @LYDLIDI TRD[DSVD[@DLBD YC[HTAC EMPHTY MLI OHBME VH@LYR

    ―Ids`aldrs lddi th bhls`idr chw ku`ei`las moodbt tcd pdhpedus`la tcdj ky ulidrstmli`la khtc chw ids`al `l udlbdspdhped mli chw wd bml jhi`oy tcd ids`al th omb`e`tmtd tcdoulbt`hl ohr wc`bc tcd sdtt`la `s `ltdlidi,‚ (Ghpdb, ;66?).

    Q@YC RTVVH[Y@LA RDBHLIM[P [DRDM[BC H[ [DRDM[BC O@LI@LAR

    [DRDM[BC MBY@_@Y@DR & RPLYCDR@R43

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    59/118

    M K [ML I J DRR MAD @R RY[ DLA YCDL DI QCD LBHLR@RYDLYEP _@RTME@^DI MB[HRR MEE TR D[YHTBC VH@LYR

    ―Krmli ids`rd mli jdml`la djdrad ̀ l tcd bhlsujdr‐s j`litcrhuac tcd mbbujuemt`hl ho dxpdr`dlbds mbrhss mee tcdkrmli‐s thubc ph`lts,‚ (Ehbgwhhi, ;660).

    _@R TME RD] TDL B@L A @ R T RDI YH Y DEE M R YH[P Ycd mrrmlamjdlt ho v`sume jmtdr`me cms ml doodbt hl tcd wmytcd tcd dlv`rhljdlt ̀ s pdrbd`vdi, kdyhla tcd ̀ li`v`sumededjdlts, kdbmusd ̀ l ml mrrmladjdlt rdemt`hlsc`ps mlibhlldbthrs mrd ohrjdi. Ycd mrrmladjdlt, ms m wched tdees msthry ̀ l hld v`sume swhhp.

    K[MLI [DRHLMLBD RYM[YR Q@YC M BEDM[K[MLI @IDLY@YP MLI QH[GR YHQM[IR K[MLIDLAMADJDLY

    ―Jm`ltm`l krmli dqu`ty ky bhlt`lumeey dlama`la `l krmli-ku`ei`la mbt`v`t`ds‚ (Gdeedr, ;66=).

    BHEH[R MLI JMYD[@MER M[D RTKE@J@LMEEPRPJKHE@B MLI Q@EE MOODBY K[MLI @IDLY@YP

    Bhehr ̀ s usdi idp`bt m krmli‐s pdrshlme`ty, ̀ l bhltr`kut`hl thids`al`la kdcmv`hrme sdtt`las, hr th cmvd ml moodbt hl usdrpsybchehay.

    VEDMR@LA _@RTMER V[HJHYD YCD R D[_@BD H[ V[HITBY―Qcdl wd mrd smt`s di mli bhjohrtmked w`tc ml dlv`rhljdlt, wdw`ee kd edss br`t`bme ho tcd sdrv`bds ide`vdrdi,‚ (Ghpdb, ;66?).

    MEE HKN DBYR , R TBC MR @LY D[@ H[ IDR @ALDEDJDLYR, BHLY[@KTYD YH K[MLI @IDLY@YPYC[HTAC _@RTME VD[BDVY@HLR

    Jmtdr`mes tcmt mrd lht dxpe`b`tey jdmlt th bhjjul`bmtd mjdssmad, bhltm`l ̀ lohrjmt`hl tcmt mrd `ltdrprdtdi ky usdrs.R`als, syjkhes, mli mrtdombts mrd bhjjul`bmt`hl s`almeswc`bc moodbt tcd hvdrmee ̀ jprdss`hl ho usdrs (Kehjgv`st, ;6=9).

    [ D R D M [ B C M B Y @ _ @ Y @ D R & R P LY C D R @ R 40

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    60/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    61/118

    IDR@AL

    HVVH[YTL@Y@DR& B[@YD[@M,[DO[MJ@LA

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    62/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    63/118

    @LR @ ACY CHQ J@ A CY Q D HV VH [Y T L@Y @ DR OH [ ID R@ A L

    H V V H [ Y T L @ Y @ D R O H [ I D R @ A L , B H LY @ LT D I

    Rdrv`bdsbmpds mrd jmg`la rhhj ohrtc`ri-pembd spmbds

    M krmli just kd bh lt`lum eey jhi`oy`lath stmy rdedvmlt

    Djpehydds bhltr`kutd th tcd mjk`mlbdmli tcd usdr dxpdr`dlbd

    Chw j`act wd ids`al spmbds ohr usdrs thdlamad w`tc tcd krmli huts`id tcd prhiubthr sdrv`bd

    Chw j`act wd rdtm`l tcd usdr‐s mttdlt`hl

    Chw j`act wd `ltdarmtd djpehydds `lth tcdbueturme krmli dxpdr`dlbd

    M krmli schuei l ht omee hut ho thubc w` tc jhidr l bhlsujd r lddis. Yhjm`ltm`l rdedvmlby, m krmli just kd bhlt`lumeey upimt`la hr rdids`al`latcd`r dlv`rhljdlt th ̀ ltdarmtd ldw wmys ho dlama`la w`tc tcd`r usdr.

    YCD[D @R ML HVVH[YTL@YP YH IDR@AL RVMBDR QCD[D TRD[R

    DLAMAD Q@YC YCD K[MLI HTYR@ID YCD V[HITBY H[ RD[_@BD.

    Mt Eueue djhl, yham-bemi d jpehydds puke`be y phst tcd`r ahm es mli tcd`rpemls ohr mbc`dv`la tchsd ahmes. Ohr m krmli tcmt prhjhtds kmemlbd,mbt`v`ty, mli prhiubt`v`ty, tc`s ̀ s ml moodbt`vd wmy ho ̀ ltdarmt`ladjpehydds ̀ lth mjk`dlt ids`al.

    YCD[D @R ML HVVH[YTL@YP YH CM_D DJVEHPDDR

    KD M _@RTME IDJHLRY[MY@HL HO K[MLI _METDR.

    ?2

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    64/118

    @LR @A CY CH Q J @ ACY QD H VV H[ Y TL@ Y @ DR O H [ ID R@ A L

    H V V H [ Y T L @ Y @ D R O H [ I D R @ A L , B H LY @ LT D I

    Hpphrtul`ty th ids`al tcd `ltdlidi usdrdxpdr`dlbd tcrhuac emyhut mli ohbmeph`lts

    M krmli jdssmad ` s strdlatcdldi wcd l

    bhls`stdltey v`sume`zdi mbrhss mee usdrthubc ph`lts

    Krmli [dshlmlbd stmrts w`tc m bedmrkrmli ̀ idlt`ty mli whrgs thwmris krmlidlamadjdlt

    Chw j`act wd usd emyhut ids`al, `lbeui`lapembdjdlt ho v`sume p`eemrs, th prhiubd tcd`ltdlidi usdr dxpdr`dlbd

    Chw j`act wd rdtm`l tcd usdr‐s mttdlt`hl

    Chw j`act wd kdttdr `idlt`oy hursdevds `l mwmy tcmt w`ee mttrmbt mli dlamad tcd usdr

    Cujml ̀ lohrjmt`hl prhbdss`la ̀ s chw usdrs w`ee prhbdss ml dlv`rhljdltkmsdi hl sdlshry `lohrjmt`hl. @t `s edss th ih w`tc m bhls`stdlt bhehr hrids`al mi jhrd mkhut prhiub`la tcd smjd djht`hlme mli pcys`heha`bme

    rdmbt`hls. Ycd trmlsemtds th emyhut mli mjk`dlt ids`al. Ohr dxmjped, QchedOhhis sdts tcd`r hrme jmrgdt mli tcd`r ohhi jmrgdt mt tcd orhlt ho tcd sthrdsh tcmt tcd sbdlts dxtrmbt m rdmbt`hl mli `l udlbd m bhlsujdr kdcmv`hr.

    YCD[D @R ML HVVH[YTL@YP YH IDR@AL M [DHBBT[[@LA DOODBY,

    [MYCD[ YCML TR@LA M K[MLI JHY@O.

    Q`tc m strhla ohbus, usdrs w`ee ohbus `l. Krmlis w`tc thh i`vdrsd hrthh krhmi ho ml `idlt`ty w`ee cmvd i`o buety rdshlmt`la w`tc bhlsujdrs.

    Bhlsujdrs ehhg ohr tcd pmrmeede kdtwddl m vmeud mli ml hoodr`la.

    YCD[D @R ML HVVH[YTL@YP YH _@R TME@^D YCD K[MLI @LYDLY@HLR

    Q@YC DJHY@HLME _METD YH _@RTMEEP DLAMAD YCD TRD[

    R`almad mli armpc`bs schuei rdprdsdlt

    tcd krmli vmeuds tcmt j`rrhr usdrs‐ ahmes

    Chw j`act wd v`sumeey rdemtd th tcd tmradt

    mui`dlbd

    ?9

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    65/118

    O`aurd =1 Hpphrtul`t`ds ohr Ids`al jmp

    @L@ACYR

    CHQ J@ACY QD

    H V V H [ Y T L @ Y @ D R O H [ I D R @ A L

    Krmli [dshlmlbdstmrts w`tc m bedmrkrmli `idlt`ty mli

    whrgs thwmriskrmli dlamadjdlt

    R`almad mliarmpc`bs schuei

    rdprdsdlt tcd krmlivmeuds tcmt j`rrhr

    usdrs‐ ahmes

    Chw j`act wd kdttdr `idlt`oy

    hursdevds `l m wmytcmt w`ee mttrmbt mli

    dlamad tcd usdr

    Chw j`act wdv`sumeey rdemtd th tcd

    tmradt mui`dlbd

    Ycdrd `s mlhpphrtul`ty th

    v`sume`zd tcd krmli`ltdlt`hls w`tc

    djht`hlme vmeud thv`sumeey dlamad

    tcd usdr

    Hpphrtul`ty thids`al tcd `ltdlidi

    usdr dxpdr`dlbdtcrhuac emyhut mli

    ohbme ph`lts

    M krmli jdssmad`s strdlatcdldi

    wcdl bhls`stdlteyv`sume`zdi mbrhss

    mee usdrthubc ph`lts

    Chw j`actwd usd emyhut

    ids`al, `lbeui`lapembdjdlt ho v`sumep`eemrs, th prhiubdtcd `ltdlidi usdr

    dxpdr`dlbd

    Chw j`actwd jm`ltm`l m

    bhls`stdlt `jmadw`tc i`oodrdltjdi`ujs hr

    jmtdr`mes

    Ycdrd `s mlhpphrtul`ty th ids`al

    m rdhbburr`la doodbt,rmtcdr tcml us`la m

    krmli jht`o.

    Djpehyddsbhltr`kutd th tcd

    mjk`mlbd mli tcdusdr dxpdr`dlbd

    Chw j`actwd `ltdarmtd

    djpehydds `lthtcd bueturme krmli

    dxpdr`dlbd

    Rdrv`bdsbmpds mrdjmg`la rhhj ohr

    tc`ri-pembd spmbds

    Ycdrd `s mlhpphrtul`ty th

    cmvd djpehyddskd m v`sume

    idjhlstrmt`hl hokrmli vmeuds

    M krmli justkd bhlt`lumeey

    jhi`oy`la th stmyrdedvmlt

    Chw j`act wdids`al spmbds ohrusdrs th dlamadw`tc tcd krmli

    huts`id tcd prhiubthr sdrv`bd Chw j`act wd

    rdtm`l tcd usdr‐smttdlt`hl

    Ycdrd `s mlhpphrtul`ty thids`al spmbds

    wcdrd usdrsdlamad w`tc tcdkrmli huts`id

    tcd prhiubthr sdrv`bd.

    Mee hkndbts,subc ms `ltdr`hr

    ids`al dedjdlts,bhltr`kutd th krmli

    `idlt`ty tcrhuacv`sume pdrbdpt`hls

    Bhehrs mlijmtdr`mes mrdsuke`j`lmeey

    syjkhe`b mli w`eemoodbt krmli `idlt`ty

    Qcmt bhltr`kutdsth tcd usdrdxpdr`dlbd

    bhltr`kutds th tcd krmli jdssmad

    Chw j`act wdmpprhmbc bchhs`la

    oxturds mli

    ourl`turd tcmt mrddjkedjmt`bho tcd krmli

    Chw j`act wdmppey bhehr tcdhrymli sdj`ht`bs th

    supphrt krmli`idlt`ty

    Chw j`act wdbrdmtd m phs`t`vd

    usdr dxpdr`dlbd thde`b`t phs`t`vd krmli

    msshb`mt`hls

    Ycdrd `s mlhpphrtul`ty th

    v`sumeey dxprdsstcd `ltdlidi krmliky ulidrstmli`la

    chw jmttdr moodbtsjdml`la.

    _`sume sdqudlb`la`s usdi th tdee m

    sthry

    Vedms`la v`sumesprhjhtd tcd sdrv`bdmli prhiubt

    Chw j`act wdids`al m v`sumelmrrmt`vd us`laarmpc`bs mli

    `jmads

    Chw j`act wd usdmrt mli armpc`bs thbrdmtd m pedmsmlt

    dxpdr`dlbd

    Ycdrd `s mlhpphrtul`ty thusd mrtwhrg ohr

    krmli`la kyde`b`t`la jhhis

    mli sdlsmt`hls mspmrt ho tcd usdr

    dxpdr`dlbd

    ?4

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    66/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    67/118

    I D R @ A L H V V H [ Y T L @ Y @ D R M L I B [ @ Y D [ @ M , [ D O [ M J @ L A ?1

    BHJVHR@LA PHT[ MDRYCDY@B YDSY

    Ms hksdrv di `l tcd rdsdmrbc li`las , yhur md stcdt`bs

    prhjhtd yhur prhiubt. @l m smeds-jht`vmtdi sdrv`bd

    kus`ldss, yhur dlv`rhljdltme `jmad `s hld ho yhur smedsrdps. Bhjjul`bmt`hl tcrhuac mdstcdt`bs cmppdls tcrhuac

    idlhtmt`vd mli bhllhtmt`vd bhjjul`bmt`hl. Q`tc m ids`al

    hpphrtul`ty th v`sumeey dxprdss tcd ̀ ltdlidi krmli ky

    ulidrstmli`la chw jmttdr moodbts jdml`la, bhjphs`la yhur

    mdstcdt`b tdxt `s m wmy ho bhjjul`bmt`la tcd krmli jdssmad

    tcrhuac v`sume jmttdr. ―Ycd stuiy ho mdstcdt`bs `l ids`al `l

    ml mttdjpt th `idlt`oy, ulidrstmli, mli brdmtd dlv`rhljdltme

    odmturds tcmt edmi th phs`t`vd rdsphlsds,‚ (Ghpdb, ;66?).

    Krmli rdshlmlbd `s brdmtdi wcdl usdrs ulidrstmli,

    mbbdpt, mli ku`ei m rdemt`hlsc`p th tcd krmli. _`sume

    st`jue`, tdxturds, mli mjk`dlt sdtt`las mii th krmli`idlt`ty, syjkhe`bmeey rdemy`la m jdssmad. Bhehr mli

    jmtdr`me, ohr dxmjped, cmvd bhal`t`vd mli djht`hlme

    vmeud. Mjk`dlt sdtt`las mrd ids`aldi th pr`jd tcd

    usdr mli `l udlbd tcd`r bhlsujdr kdcmv`hr. Jmtdr`mes

    `lbeui`la mrtwhrg, ourl`sc`las, mli idbhr cmvd syjkhe`b

    jdml`la w`tc mdstcdt`b `jprdss`hl (K`tldr, =00;).

    TR@LA JMYD[@MER YH JHBG _METDR

    O`aurd =3 @jmad ho bmsd stuiy mlmeys̀ s

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    68/118

    I D R @ A L H V V H [ Y T L @ Y @ D R M L I B [ @ Y D [ @ M , [ D O [ M J @ L A?3

    JMG@LA RVMBD OH[ YC@[I VEMBD MJDL@Y@DR

    @LYDA[MYD MLI @LRV@[D PHT[ TR D[R

    Qcdtcdr `t `s m bhubc ldmrky m irdss`la rhhj hr m bhjjul`ty

    spmbd sdrv`la ms m id-ombth ho bd, sdrv`bdsbmpds mrd mihpt`la

    tc`ri-pembd spmbds th mttrmbt mli dlamad usdrs. Brdmt`la m

    ehulad mrdm ldmrky m tt`la rhhj, ohr dxmjped, `s ids`al`la mlhpphrtul`ty th rdtm`l tcd bhlsujdr‐s mttdlt`hl, wc`ed tcd`r audst

    dlamad w`tc tcd krmli `l m i`oodrdlt wmy. M rdsdrvdi tc`i-pembd

    spmbd brdmtds krmli dlamadjdlt huts`id tcd prhiubt hr sdrv`bd.

    Yc`ri pembd spmbds mrd `ldxpdls`vd pembds huts`id tcd chjd hr

    ho bd wcdrd usdrs bml bchhsd th rdemx, shb`me`zd, hr dlamad `l

    ml mbt`v`ty. Yh brdmtd krmli rdshlmlbd, `t `s `jphrtmlt th v`sume`zd, tcrhuac

    armpc`bs mli s`almad tcmt tcd usdr bml ̀ ltdrprdt, tcd krmli vmeuds

    tcmt rd dbt usdr ahmes hr ids`rds. Ohr dxmjped, mt Qched Ohhis,

    tcdy msshb`mtd qume`ty ho ohhi w`tc qume`ty ho e`od, supphrtdi ky

    mbt`vd mli cdmetcy `jmadry. Ycdrd `s m ids`al hpphrtul`ty th

    sukndbt tcd krmli `ltdlt`hls w`tc djht`hlme vmeud th dlamad tcd

    usdr. @jmadry `s usdi th sdlsmt`hlme`zd tcd usdr dxpdr`dlbd.

    O`aurd =0 Mo l`t`zmt`hl ho [dsdmrbc @ls`acts ̀ jmad

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    69/118

    @lstdmi ho ids`al`la br`tdr`m ohr moodbt`vd dlv`rhljdltme krmli`la, tcdrd `s ml

    hpphrtul`ty th ids`al ml dlama`la jhime`ty ohr mrr`v`la mt tcd br`tdr`m ohr ids`al.

    Ycd mppe`bmt`hl ho Ids`al Yc`lg`la prhbdssds `s ml hpphrtul`ty th ids`al jdtchis

    th omb`e`tmtd tcd brdmt`hl ho jdml`laoue, bhltdxtume, mli ide`actoue dlv`rhljdlts.

    [DO[MJ@LA

    Ids`al`la m Jhime`ty

    I D R @ A L H V V H [ Y T L @ Y @ D R M L I B [ @ Y D [ @ M , [ D O [ M J @ L A ?0

    @ltdrmbt`vd mli dlamads tcd usdr

    Brdmtds bhli`t`hls ohr Ids`al Yc`lg`la

    M thhe ohr bhjjul `bmt`h l mli bheemkhrmt`hl

    m

    m

    m

    B[@YD[@M OH[ IDR@AL

    O`aurd ;6 [dormjd mli Br`tdr`m

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    70/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    71/118

    V[HYHYPVD ID_DEHVJDLY& YDRY@LA

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    72/118

    M [DOD[DLB D AT @IDOH[ DL_@[HLJDLYME IDR@AL BCH@BDR

    [dodrdlbd au`ids mrd ids`aldi ms m rdshurbd ohr bhlsuet`la, rmtcdr tcml m rdmi`la hr mwhrg w`tc m sthrye`ld. Bhltdlt w`ee bhls`st ho dlv`rhljdltme ids`al dedjdlts mli wmys hojmlma`la `t. @l tc`s a`vdl dxmjped, `eeuj`lmt`hl `s ml dlv`rhljdltme jmttdr mli tcdrd mrd

    wmys ho jmlma`la `eeuj`lmt`hl sh tcmt `t whrgs w`tc yhur spmbd, mli `ts purphsd hr mbt`v`ty.

    BHLBDVY ID_DEHVJDLY EHA@B

    Dlv`rhljdltme krmli`la `s dxpmls`vd mli bhjprdcdls`vd, kut `t bml kd krhgdl ihwl `lthmpprhpr`mtd se`bds ho `lohrjmt`hl, rdemt`vd th tcd kus`ldss mli `ts prhndbt. Ohr tc`s rdmshl, mrdodrdlbd au`id `s ml mpprhmbcmked wmy ho prdsdlt`la tc`s `lohrjmt`hl, sh tcmt tcd usdr bmlp`bg up, put ihwl, hr kd `lsp`rdi ky tcd dlv`rhljdltme krmli`la hpphrtul`t`ds ohr ids`al.

    Jhrd ̀ eeuj`lmt`hl ̀ slddidi th c`ace`act bhehr hr tdxturd.

    M sdrv`bd sdee`la tdxt`ed , subc ms rdtm`ehr bmrpdt sthrd, j`act rdqu`rd kr`actdr

    e`act`la. Kr`actdr e`act`la `s usdi th mbt`vmtdm sdtt`la, a`v`la tcd doodbt ho dldray.

    Yc`s doodbt moodbts tcd wmy bhlsujdrskdcmvd `l tcd spmbd mli wcmt tcmt

    smys mkhut tcd krmli.

    V [ H Y H Y P V D I D _ D E H V J D LY & Y D RY @ L A1;

    V[DE@J@LM[P BHLBDVYR

    =

    O`aurd ;= Vrde`j`lmry Bhlbdpt =

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    73/118

    RVMY@ME H[K@Y HO DL_@[HLJDLYME K[MLI@LA

    YHTBCVH@LYR> M IDR@AL I@[DBY@_D

    Ycdrd mrd juet`ped wmys th bhjjul`bmtd th yhur bhlsujdr tcrhuac yhur dlv`rhljdltmeids`al th `eeustrmtd m krmli jdssmad. Ycdsd d`act thubc ph`lts trmbg ids`alhpphrtul`t`ds ohr dlv`rhljdltme krmli`la. Ky jhv`la tcrhuac m rcdthr`bme spmbd, wd bmlv`sume`zd wcdrd mli chw tcdsd hpphrtul`t`ds dx`st.

    BHLBDVY ID_DEHVJDLY EHA@B

    Yc`s bhlbdpt `s m idjhlstrmt`hl ho chw dlv`rhljdltme krmli`la `s ids`aldi. Ohr tcdidb`s`hl jmgdr, tc`s `s m prmbt`bme mli mpprhmbcmked bcdbge`st ho v`sume, mjk`dlt, mlidxpdr`dlt`me ids`al hpphrtul`t`ds ohr tcd purphsds ho dlv`rhljdltme krmli`la. Ml hrk`t`s ids`aldi th idjhlstrmtd m che`st`b dxpdr`dlbd ky i`sbhvdr`la, mli tcdl dxpehr`la,pcmsds ho dlv`rhljdltme ids`al.

    OH[ DSMJVED>

    YCD DSYD[@H[ OMBMID MLI DLY[MLBDR M[D ML HVV H[YT L@Y P Y H V [@J D P HT[ BHL RTJ D[R .RBDLY, JTR@B, H[ OHBME VH@LYR M[D TRDI CD[D

    YH B[DMYD ML DSVDBYMY@HL OH[ YCD @LYDLIDITRD[ DSVD[@DLBD.

    V [ H Y H Y P V D I D _ D E H V J D LY & Y D RY @ L A 12

    ;

    O`aurd ;; Vrde`j`lmry Bhlbdpt ;

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    74/118

    DL_@[HLJDLYME IDR@AL JMLTME

    Jhst bhrphrmtd kus`ldssds cmvd m ids`al jmlume th prhv`id tcd`r stmoo w`tc v`sumestmlimris mrhuli tcd`r krmli ̀ idlt`ty. Ycdsd jmlumes sdt tcd arhuli rueds th kmsdmdstcdt`b idb`s`hl jmg`la hoo ho. M stmoo armpc`b ids`aldr, ohr dxmjped, whuei lddith rdodrdlbd tc`s jmlume ohr mly prhndbt. Yc`s jmlume whuei kd m ul`vdrsme vdrs`hlho krmli-spdb` b ids`al jmlumes, usdi ky idb`s`hl jmgdrs th cdep au`id tcdjtcrhuac tcd prhbdss ho id l`la tcd`r krmli jdssmad th id l`la tcd`r mdstcdt`b mli

    `jpedjdlt`la v`sume stmlimris.

    BHLBDVY ID_DEHVJDLY EHA@B

    Yc`s bhlbdpt wms idvdehpdi ohr tchsd wch ih lht ydt cmvd v`sume i`rdbt`vds. Yc`sjmlume whuei kd hraml`zdi s`j`emr th dx`st`la ids`al jmlumes, stmrt`la w`tc tcdkrmli `ltdlt`hl mli edmi`la w`tc tcd typds ho jmtdr`mes mli mdstcdt`b (bhehrs, ohlts)mpprhpr`mtd ohr ohr mbc`dv`la tcd `ltdlidi krmli msshb`mt`hls. Yc`s jmlume wmegs tcdrdmidr tcrhuac tcd stdps ho prdpmr`la mli hraml`z`la ml dlv`rhljdltme ids`al. @t w`eestmrt ky prhjpt`la tcd rdmidr th id ld tcd`r tmradt usdr mli wcy tc`s `s `jphrtmlt thdlv`rhljdltme ids`al. Ycdl, tc`s jmlume w`ee wmeg tcd idb`s`hl jmgdr tcrhuac tcdprhbdss ho id l`la tcd`r mdstcdt`b, kmsdi hl krmli `idlt`ty, kus`ldss vmeuds, mli ehbmebueturd, ohr dxmjped.

    2

    V [ H Y H Y P V D I D _ D E H V J D LY & Y D RY @ L A19

    O`aurd ;2 Vrde`j`lmry Bhlbdpt 2

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    75/118

    BHLBDVY IDR@AL

    Vurphsd kdc`li tcdsd bhlbdpts ̀ s th brdmtd jdml`laoue, bhltdxtume, ide`actoue dlv`rhljdltme ids`als.Yh kd jdml`laoue, ml dlv`rhljdlt `s djht`vd mli smturmtdi w`tc bhjjul`bmt`vd, syjkhe`b jmttdr. Mbhltdxtume dlv`rhljdlt dlmkeds rdemt`hlsc`ps kdtwddl tcd krmli mli `ts usdr, stmy`la rdedvmlt mli

    rd dbt`vd ho tcd jmrgdt, tcd`r ehbme`ty, mli bhlsujdr bueturd. M ide`actoue dlv`rhljdlt `s hld wcdrdusdrs wmlt th spdlt t`jd, cmv`la mdstcdt`b vmeud mli brdmt`la m phs`t`vd usdr dxpdr`dlbd. Q`tc mIds`al Jmlmadjdlt mpprhmbc th krmli`la sdrv`bd dlv`rhljdlts, tcrdd bhlbdpts mrd prdsdltdi msm bhltr`kut`hl th dlv`rhljdltme krmli`la prhbdssds, cdep`la kus`ldssds mbc`dvd krmli rdshlmlbd.

    V [ H Y H Y P V D I D _ D E H V J D LY & Y D RY @ L A 14

    = ; 2

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    76/118

    M [DOD[DLBD AT@ID

    ―M AHHI NTJVRYM[Y‚- sdvdrme pmrt`b`pmlts

    BHLBDVY YDRY@LA O@LI@LAR

    V [ H Y H Y P V D I D _ D E H V J D LY & Y D RY @ L A1?

    =

    O`aurd ;9 Vrhthtypd Bhlbdpt =

    ` d

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    77/118

    ahhi tc`la thrdodrdlbd kmbg th

    ms m ahhi stmrt`laph`lt, tc`s whrgs `l tcd

    prdpmrmt`hl stmads

    whrgs iur`la tcd

    stmads ho pemll`la mlijhi` bmt`hl

    orhj m ids`altc`lg`la pdrspdbt`vd,

    tc`s `s j`ss`la tcdbhli`t`hls ohr ih`lavdrsus prhbdss`la

    mli rdmbt`la th`lohrjmt`hl

    O`aurd ;4 Bhlbdpt Ydst`la Bhlbdpt =

    Trkml Hut ttdrs, Rmvmllmc, AM

    V [ H Y H Y P V D I D _ D E H V J D LY & Y D RY @ L A 11

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    78/118

    RVMY@ME H[K@Y HO DL_@[HLJDLYME K[MLI@LAYHTBCVH@LYR> M IDR@AL I@[DBY@_D

    ―YC@R BH_D[R M EHY HO QCMY QD AH YC[HTAC‚- Rthrd Ids`aldrTrkml Hut ttdrs, Rmvmllmc, Adhra`m.

    BHLBDVY YDRY@LA O@LI@LAR

    V [ H Y H Y P V D I D _ D E H V J D LY & Y D RY @ L A13

    ;

    O`aurd ;? Vrhthtypd Bhlbdpt ;

    O`aurd ;?

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    79/118

    jhst `ltdarmked w`tc burrdlt jmtdr`mes,

    subc ms dstmke`scdiv`sume krmli i`rdbt`vds

    whrgs kybhlldbt`la `li`v`iume

    sthrd pemls th bhrphrmtdsthrd pemls

    whrgs th chei

    pdhped mbbhultmkedohr jm`ltm`l`la krmli

    `idlt`ty, bcmeedla`la tcd`rmk`e`ty th tmgd lht`bd,

    pmy mttdlt`hl.

    suaadst`hls thsdd tc`s i`a`tmeey,

    odde`la tcmt `t w`eea`vd ̀ t tcd dx`k`e`ty thkd mimptdi th su`t m

    pmrt`buemr tmsg. Orhj m Ids`alYc`lg`la pdrspdbt`vd,tc`s whrgs ms m wched

    hr `t bml kd bmrvdi `lthrdedvmlt stdps

    O aurd ;? Bhlbdpt Ydst`la Bhlbdpt ; Mll Ymyehr Ehot, Rmvmllmc, AM

    V [ H Y H Y P V D I D _ D E H V J D LY & Y D RY @ L A 10

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    80/118

    ―JMLTMER QH[G KDBMTRD YCDP M[DK[MLI-RVDB@O@B‚

    - Jmlmadr `l bcmad ho v`sumes Mll Ymyehr EHOY, Rmvmllmc, Adhra`m.

    BHLBDVY YDRY@LA O@LI@LAR

    DL_@[HLJDLYME IDR@AL JMLTME

    V [ H Y H Y P V D I D _ D E H V J D LY & Y D RY @ L A36

    2

    O`aurd ;3 Vrhthtypd Bhlbdpt 2

    O`aurd ;0

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    81/118

    tc`s `s m ahhi mbt`v`ty ohr ldw stmoojdjkdrs th pmrt`b`pmtd ̀ lth mkshrk mli rd dbt hl

    tcd krmli bueturd.

    tc`s `s thh vmaud7tcdsd jmlumes hley

    rdmeey whrg wcdl tcdy mrdkrmli-spdb` b

    tc`s `s m ahhi dxdrb`sd th jmgd surd

    dvdryhld‐s hl tcd smjdpmad, jm`ltm`l`la krmli

    `idlt`ty orhj tcd

    thp ihwl

    orhj m ids`altc`lg`la pdrspdbt`vd,

    tcdrd `s lh arhwtcphtdlt`me ̀ l tc`s ̀ idm,

    `t `s stmt`b `l tcmt`t bhuei kdbhjd

    `rrdedvmlt

    ; Bhlbdpt Ydst`la Bhlbdpt 2 Mll Ymyehr Ehot, Rmvmllmc, AM

    V [ H Y H Y P V D I D _ D E H V J D LY & Y D RY @ L A 3=

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    82/118

    BCHRDL BHLBDVY & _ME@IMY@HL

    Ycd purphsd ho tc`s hoodr`la `s th supphrt tcd burmt`hl ho jdml`laoue, bhltdxtume, mliide`actoue dlv`rhljdltme krmli`la ids`als. Ohr ml dlv`rhljdltme ids`al th sdrvd ms mkrmli`la jdi`uj ̀ t just kd syjkhe`b mli djht`vd (jdml`laoue), rdemt`vd (bhltdxtume),mli hoodr`la m pedmsmlt dxpdr`dlbd w`tc mdstcdt`b qume`t`ds (ide`actoue). Ycd Rpmt`meHrk`t hoodrs idb`s`hl-jmgdrs tcd hpphrtul`ty th rd dbt hl tc`s br`tdr`m `l tcd prhbdss hoids`al`la hr jhi`oy`la m sdrv`bd dlv`rhljdlt.

    Ycd lme bhlbdpt wms bchsdl kdbmusd `t jddts tcd sdrv`bdsbmpd br`tdr`m miirdss`lamjk`dlt bhli`t`hls, s`almad, mli emyhut mli `t wms tcd jhst `ltdarmked. @l mii`t`hl,`t sdrvds ms m thhe th kd ku`et hl. Orhj m Ids`al Jmlmadjdlt pdrspdbt`vd, tcd htcdrbhlbdpts wdrd `lmbt`vd mli embgdi tcd vmr`mkeds ldbdssmry ohr mimpt`hl hr arhwtc. Yc`smpprhmbc ̀ s m tdjpemtd ohr usdr-bdltdrdi, strmtda`b ids`al brdmt`la vmeud mli `liub`lajhrd phs`t`vd dxpdr`dlbds.

    YCD RVMY@ME H[K@Y @R ML DL_@[HLJDLYME IDR@AL YHHE OH[ MOODBY@_D IDR@AL, BHLR@ID[@LA CHQYCD TRD[ Q@EE DSVD[@DLBD MLI TLID[RYMLI M K[MLI KMRDI HL YCD@[ RVMY@ME NHT[LDP

    RVMY@ME H[K@Y HO DL_@[HLJDLYME K[MLI@LAYHTBCVH@LYR> M IDR@AL I@[DBY@_D

    V [ H Y H Y P V D I D _ D E H V J D LY & Y D RY @ L A3;

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    83/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    84/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    85/118

    O@LME IDR@ALYH JM[GDY

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    86/118

    M L D L _@ [ H L JD L YM EI D R @ A L Y H H E G @ Y

    D L _ @ [ H L J D LY M E I D R @ A L B M L _ M R

    T R D [ - K T R @ L D R R D J V M Y C P J M V

    K D C M _ @ H [ R D Y Y L A R Q H [ G R C D D Y

    V R P B C H E H A @ B M E D O O D B Y R H OB H E H [ > M B H E H [ Q C D D E

    RVMY@ME H[K@Y HO DL_@[HLJDLYMEI D R @ A L Y H T B C V H @ LY R

    T R D [ N H T [ L D P J M V

    O E H H [ R D Y / E M P H T Y J M V

    O`aurd 2= O`lme Bhlbdpt Jmp

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    87/118

    DL_@[HJDLYMEK [ M L I @ L A

    YC [H TA C ID R@ AL YC @L G@ LA

    QCMY‐R @LR@ID

    R V M Y @ M E H [ K @ Y H O D L _ @ [ H L J D L Y M E I D R @ A L Y H T B C V H @ L Y R > M I D R @ A L I @ [ D B Y @ _ D

    V R P B C H E H A @ B M E D O O D B Y R H O B H E H [ > M B H E H [ Q C D D E

    T R D [ N H T [ L D P J M V

    D L _ @ [ H L J D L Y M E I D R @ A L J M L M A D J D L Y B M L _ M R

    =

    ;

    @ L R D [ Y P H T [ E M P H T Y H [ O E H H [ R D Y J M V C D [ D

    2

    9

    4

    VT[VHRD

    YH TR D MR M [D RH T[ BD OH [ ID R@ AL @L A ML I K[ ML I@ LA M RD [_ @B D DL _@ [H LJ DL Y. YC D

    B H J K @ L M Y @ H L H O J M Y D [ @ M E R R D [ _ D R M R M I D R @ A L Y C @ L G @ L A Y H H E G @ Y @ L M I I @ Y @ H L Y H B T [ [ D L Y

    O E H H [ R D Y I @ [ D B Y @ _ D R , R Y P E D A T @ I D R , M L I K [ M L I J M L T M E R . Y C D R D Y H H E R M [ D T R D I @ L Y C D

    V [ H B D R R H O V [ D V M [ M Y @ H L , J H I @ O @ B MY @ H L , M L I [ D O E D B Y @ H L . B H L Y D L Y R M [ D M E R H D O O D B Y @ _ D M R

    M BH JJ TL @B MY@ HL YH HE OH [ ID BH I@ LA @L OH [J MY @H L ML I ID R@ AL RY [M YD AP Q@ YC M YD MJ .

    M YHH EG@Y OH[

    IDR@AL YC@LG@LA & BHJJTL@BMY@HL@L RD[_@BDRBMVDR

    O`aurd 2; @ltrhiubt`hl th O`lme Bhlbdpt

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    88/118

    Y H T B CV H @ LY R

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    89/118

    @ L B H LY D S Y O`aurd 29 Ycd dedjdlts ho tcd Rpmt`me Hrk`t ho Dlv`rhljdltme Ids`al Yhubcph̀ lts

    BHEH[R

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    90/118

    @ L B H LY D S Y O`aurd 24 Ycd dedjdlts ho tcd Vsybcheha`bme doodbts ho Bhehr> m Bhehr Qcdde

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    91/118

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    92/118

    T R D [ N H T [ L D P J M V

    O`aurd 2? Tsdr Nhurld Jmp

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    93/118

    Ycd Kus`ldss Jhide Bmlvms www kus`ldssjhideadldrmt`hl bhj

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    94/118

    O @ L M E I D R @ A L Y H J M [ G D Y 09

    Gdy Vmrtldrs Gdy Mbt`v`t`ds

    Gdy [dshurbds

    _meud Vrhphs̀ t̀ hls Busthjdr [demt h̀lsc̀ ps Busthjdr Rdajdlts

    Bcmlldes

    Bhst Rtrubturd [dvdlud Rtrdmjs

    Ycd Kus ldss Jhide Bmlvms www.kus ldssjhideadldrmt hl.bhj

    Hlah`la rdsdmrbc &idvdehpjdlt ho ldw

    thhes

    Rbme`la kus`ldssds

    Ids`al [dsdmrbcRphlshrs

    Ids`al Vuke`bmt`hls

    Htcdr Ids`al

    Rtrmtda`sts

    Dlama`la ̀ lbheemkhrmt`vd

    hpphrtul`t`ds &pmrtldrsc`ps

    Ids`al &puke`sc`la

    whrgschps &bhlsuet`la

    Qdks`tds, puke`bmt`hls, mlihtcdr pemtohrjs ohrpuke`sc`la mli

    bhjjul`bmt`la hoodr`las

    Rthrd ids`aldrs

    _`sume Jdrbcmli`sdrs

    Kus`ldss hwldrs

    Ids`al Yc`lg`la

    Krmli rdshlmlbd

    mppe`bmt`hl ho usdr-bdltdrdi ids`al thmoodbt bhlsujdr

    kdcmv`hr ̀ l omvhr ho tcd kus`ldss

    glhwediad mlirdshurbds th sbmed

    mli ̀ jprhvd kus`ldss

    dlcmlb`labhjjul`bmt`hl

    Qdks`td,pmrtldr s`tds

    +puke`bmt`hls

    hoodr`la ldw thhesmli jdtchis th

    jm`ltm`l rdedvmlbymli prhiubt`v`ty

    [dsdmrbc Ids`al +Vrhiubt`hl Vr`lt + i`str`kut`hl

    \kd`la m

    suksbr`pt`hlrdshurbd

    v

    Bhlsuet`la Qhrgschps bhst ho shjd thheshl wdks`td

    O`aurd 96 Kus`ldss Jhide Bmlvms ohr Dlv`rhljdltme Krmli`la tcrhuac Ids`al Yc`lg`la

    @JVEDJDLYMY@HL VEML

  • 8/20/2019 Kimmie Lockett Enviromental Branding through Design Thinking Process Book

    95/118

    @JVEDJDLYMY@HL VEML

    O @ L M E I D R @ A L Y H J M [ G D Y 04

    B[DMYD QDKR@YD

    Yc`s wdks`td w`ee kd usdi ms mrdshurbd ohr Ids`al Yc`lg`la thhesmli `lohrjmt`hl rdemt`la th prmbt`bdho Krmli`la Rdrv`bd Dlv`rhljdlts.

    DLAMAD _@R@YH[R

    Rthrd ids`aldrs, _`sumeJdrbcmli`sdrs, mli Kus`ldssHwldrs w`ee v`s`t tc`s s`td `l tcdsdmrbc ohr jmtdr`me th tc`lg tcrhuactcd`r prhndbt. Jmykd tcdy glhwmkhut tcd vmeud ho Ids`al Yc`lg`lamli sdmrbcdi ohr thhes th mihptIds`al Yc`lg`la `lth tcd`r ids`alprhbdss. Hr, jmykd tcdy mrdehhg`la ohr prhndbt pemll`la jmtdr`meth usd w`tc tcd`r ids`al tdmj.

    IHQLEHMI H[ H[ID[

    Ycd thheg`t `s hoodrdi hl tcd

    s`td