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VANCOUVER MURAL FESTIVAL Engaging with Art Inside and Outside of the Classroom

VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

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Page 1: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

VANCOUVER MURAL FESTIVALEngaging with Art Inside and Outside of the Classroom

Page 2: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Vancouver Mural FestivalVMF is a non-profit organization founded in 2016 to fight the stigma of Vancouver as a No-Fun City” by increasing mural literacy and street art engagement in the city.

Page 3: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

VMF Long Term Goals

Revitalize inactive neighbourhoods and laneways through art

01 02 03 04Create opportunities for artists to connect with the local community

Transform Vancouver from a "No Fun City" into an internationally recognized art hub

Improve and promote mural literacy across Vancouver

Page 4: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

VMF Long Term Goals

Revitalize inactive neighbourhoods and laneways through art

01 02 03 04Create opportunities for artists to connect with the local community

Transform Vancouver from a "No Fun City" into an internationally recognized art hub

Improve and promote mural literacy across Vancouver

Page 5: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Mural Literacy

The ability to engage with, interpret, and understand the differences between murals, street art, graffiti, and vandalism.

/myoo r-uhl lit-er-uh-see/

Page 6: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Target AudienceBC classrooms, with a specific focus on grade 6 and 7 teachers and students.

Alignment with the goals of the BC Ministry of Education's recently implemented Arts Education Curriculum.

Page 7: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

“Pursue a lifelong interest in the arts and gain the confidence to create and contribute to the local/national/global art community as an individual and/or group.”

BC Ministry of Education. (2015). Arts Education: Goals and Rationale [Website]. https://curriculum.gov.bc.ca/curriculum/arts-education/core/goals-and-rationale

- BC Ministry of Education

Page 8: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

DESIGN OVERVIEW

Page 9: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Core Concept

An educational toolkit that equips teachers with resources for lesson planning and encourages students to engage with art inside and outside the classroom.

Classroom Kit for Mural Literacy

Page 10: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Secondary ProposalDigital Resources for the Public

First part of the solution transforms the static photo gallery into a user-friendly, digital guide.

The second part includes an accessible version of the activity cards that are optimized for all audiences.

Page 11: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

DESIGN PROCESS

Page 12: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Initial Opportunities

Wall Acquisition Process

Festival Attendee Experience

Guided, Walking Mural Tour

Page 13: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Initial Opportunities

• Reaches under-served audiences

• Limited by a lack of staff to lead the tours

Wall Acquisition Process

Festival Attendee Experience

Guided, Walking Mural Tour

Page 14: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Quality Not QuantityWith increasing attendance rates, ensuring a positive attendee experience is becoming a larger concern each year.

Festival Attendee Rates 2016 - 2017

Page 15: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

First-Hand ResearchWalking through alleyways.

Viewing murals from very far distances.Tour guide explaining a mural to the group.

Personally attended the walking tour, and identified several pain points. This assisted us in creating a detailed user journey map.

Page 16: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Tour Experience Journey Map

Page 17: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Tour Experience Journey Map

Page 18: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Identified Frictions

Ending of the tour is abrupt and awkward.

Lack of extension from the tour to the Festival.

After Tour

Page 19: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

During Tour

Tour is mentally and physically exhausting.

Accessibility concerns for those with mobility issues.

Page 20: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Co-Creation Workshop

We held a co-creation workshop with VMF’s Director of Engagement, where we presented our work thus far. We validated our assumptions, frictions, and 3 initial concepts.

Page 21: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Identified Audiences

Attendees with limited mobility

Newcomers to the city not fluent in English

Students and younger audiences

Page 22: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Identified Audiences

• Support VMF’s long-term goal of increasing mural literacy

• Build new relationships within the education sector

Attendees with limited mobility

Newcomers to the city not fluent in English

Students and younger audiences

Page 23: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

FINAL DESIGN

FINAL DESIGN

Page 24: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

VMF Classroom Kit

FINAL DESIGN

Page 25: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

“Children are all very different in the pace at which they master abstractions[…] Abstract thinking, we know now for sure, develops gradually over the life span. And even little children can respond abstractly in some kinds of spontaneous ways.”

- Dr. Jane Healy, Teacher and Educational Psychologist

The Secret to Teaching Abstract Concepts to Kids. (NA). childrensministry.com/teaching-abstract-concepts-to-kids/.

Page 26: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Kit Overview

Page 27: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Activity CardsAids teachers in integrating art education into the classroom. Modelled after the BC Ministry of Education Curriculum.

Page 28: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Card Number Duration (minutes)

Curricular Big Idea

Curricular Competencies

Activity Description

Guiding Questions

MaterialsTitle and Artist

Card BackCard Front

VMF Mural

Page 29: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Mural PassportPassports encourage students to visit VMF murals and allow student to discover and engage with art in their surroundings.

Page 30: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Passport EntriesEntries include brief introductions of the artists or murals, as well as reflective questions for students to complete.

Complex words are underlined and can be looked up in the back.

Page 31: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

VocabularyA vocabulary section allows students to familiarize themselves with art terminology and supports ELL students.

Page 32: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Extending the Solution

FINAL DESIGN

Page 33: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Digital Activity Cards

Optimized for all audiences, the individual activity pages will include tips for adapting activities for different skill levels.

Page 34: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Dynamic Mural Gallery

Transforms the static photo gallery into a user-friendly, digital guide that includes the artists write-up and portfolio link, and map location.

Page 35: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

VALUE PROPOSITION

FINAL DESIGN

Page 36: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Tangible Intangible Aspirational

Toolkits sold at cost for educators, and educational resources on VMF's website.

Improved mural literacy; deepened connections with murals, artists, and VMF values.

Nurture the art community in Vancouver and become a globally recognized art hub.

Value Proposition

Vancouver Mural Festival

K, Farnham & P, Newbery. (Aug 26, 2013). Experience Design: A Framework for Integrating Brand, Experience, and Value. [Book].

Page 37: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Value Proposition

BC Teachers

Tangible Intangible Aspirational

Lesson planning resources, including: activity cards, and mural passports for students.

Making it easier to integrate arts into lesson plans based on the BC curriculum.

Encourage students to appreciate and engage with the local art community.

K, Farnham & P, Newbery. (Aug 26, 2013). Experience Design: A Framework for Integrating Brand, Experience, and Value. [Book].

Page 38: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

Value Proposition

Grades 6 & 7 Students

Tangible Intangible Aspirational

In-class art activities, personal mural passport, and exposure to a free event in their city.

Deeper engagement with local art culture and gain a broadened definition of what art is.

Students are exposed to and inspired by artists in their community.

K, Farnham & P, Newbery. (Aug 26, 2013). Experience Design: A Framework for Integrating Brand, Experience, and Value. [Book].

Page 39: VANCOUVER MURAL FESTIVALbreannel/portfolio/VMFFinalSlides.pdf · 2019-11-08 · Vancouver Mural Festival VMF is a non-pro!t organization founded in 2016 to !ght the stigma of Vancouver

VANCOUVER MURAL FESTIVALEngaging with Art Inside and Outside of the Classroom