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Hello. Wednesday, September 2, 2009

Inner Beauty

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A lecture about graphic design and its sustainable approach, given to Raffle Institute (Bangkok) students in August 2009.

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Page 1: Inner Beauty

Hello.

Wednesday, September 2, 2009

Page 2: Inner Beauty

Photography byHannah Davis

Wednesday, September 2, 2009

Page 3: Inner Beauty

Photography byAaron Feaver.

Wednesday, September 2, 2009

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Photography byAaron Feaver.

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Let’s get started.

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To conclude, it’s possible to say that

We’re now living in a world where designis so powerful yet so invisible we takeits superiority for granted.

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as Bruce Mau asks it:

“Now that we can do anything, What will we do?”

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A Discourse with Raffle InstitutesSeptember 2009

inner beauty.How to approach Sustainability

through Visual Communication Design.

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sustainable design, for me, is:

“ Design in which becomes more thoughtful, beyond of what it should serve, but how can it become alive, far beyond its purposes, growing by itself.”

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levels of sustainability:

Sustainable Awareness

S

ustainable Awareness

Susta

inab

le A

war

enes

s

Project Initiation

Project Initiation

P

roje

ct In

itiat

ion

Spreadthe

Words

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sustainableawareness:

1.

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Project

First Things First

sustainableawareness:

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Project

First Things First

sustainableawareness:

First Things First 1964a manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons.

By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity.

In common with an increasing number of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodicals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world.

We do not advocate the abolition of high pressure consumer advertising: this is not feasible. Nor do we want to take any of the fun out of life. But we are proposing a reversal of priorities in favour of the more useful and more lasting forms of communication. We hope that our society will tire of gimmick merchants, status salesmen and hidden persuaders, and that the prior call on our skills will be for worthwhile purposes. With this in mind we propose to share our experience and opinions, and to make them available to colleagues, students and others who may be interested.

signed:

Edward Wright

Geoffrey White

William Slack

Caroline Rawlence

Ian McLaren

Sam Lambert

Ivor Kamlish

Gerald Jones

Bernard Higton

Brian Grimbly

John Garner

Ken Garland

Anthony Froshaug

Robin Fior

Germano Facetti

Ivan Dodd

Harriet Crowder

Anthony Clift

Gerry Cinamon

Robert Chapman

Ray Carpenter

Ken Briggs

Wednesday, September 2, 2009

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Project

Academy of the Arts

Mastery Book

sustainableawareness:

Project solution details

Determining the size of the book to minimize waster, Hamlett paid

particular attention to the paper selection for Mastery with the

environmental impacts of printing 125,000 copies in mind. He chose to

print Mastery on Mohawk Options 100% PC. The Mohawk Options line

is manufactured entirely with wind-generated electricity and its 100%

pcw papers are FSC certified, Green Seal certified and Green-e

certified. "The paper had to be high quality to show the student's

artwork in its best light, but it also had to be the best environmental

choice we could get. Printing on uncoated paper is non-traditional so it

was a bit of a leap of faith. The results achieved what we had hoped

for," says Hamlett.

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Project

Academy of the Arts

Mastery Book

sustainableawareness:

Trees saved

935

Pounds/Kgs of water waste saved

2701

Gallons of wastewater flow saved

397357

Pounds/Kgs of solid waste saved

43966

Pounds/Kgs of greenhouse gases prevented

86568

Energy not consumed (in BTUs)

662612400

Air emissions not generated (in BTUs)

44980

Equivalent to planting this number of trees

3040

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Project

Macbook

Packaging Design

sustainableawareness:

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Project

Macbook

Packaging Design

sustainableawareness:

The packaging design of the 13-inch MacBook Pro uses corrugated cardboard made

from a minimum of 25 percent post-consumer recycled content, and molded fiber

made entirely from post-consumer recycled content. In addition, the retail packaging

is extremely material efficient, consuming 41 percent less volume than the original

MacBook Pro, allowing up to 50 percent more units to fit per shipping container. The

following table details the materials used in its packaging.

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Project

WWF Campaign

sustainableawareness:

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Project

WWF Campaign

sustainableawareness:

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projectinitiation:

2.

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Project

Freitag

projectinitiation:

The Beginning.

Back in 1993, graphic designer brothers Markus and Daniel Freitag

were on the lookout for a messenger bag. Zurich citizens worthy of the

name travel by bicycle - 'velo,' they call it. When it rains, they get wet.

The FREITAG brothers wanted a heavy-duty, functional and water-

repellent bag to carry their designs. Inspired by the cheerfully coloured

lorries rumbling along the cross-Zurich highway just in front of their

flat, they cut a messenger bag out of an old truck tarpaulin. As the

carry belt, they used second-hand car seat-belt webbing, while an old

bicycle inner tube provided the edging.

As luck would have it, their personal need turned into a business

which now employs more than 80 people. Since their original

messenger bag, the FREITAG brothers have developed and marketed

more than 40 bags for women and men. FREITAG products now sell

round the globe, in over 300 shops, at our online webshop and in our

FREITAG shops in Berlin, Davos, Hamburg, Cologne and Zurich. They

continue to be made in Switzerland, beside the cross-city highway

which inspired them in 1993.

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Project

Freitag

projectinitiation:

Every bag is different.

FREITAG has been manufacturing bags and accessories for women

and men since 1993. Our materials are used, having seen service on

the road. They are well-travelled truck tarpaulins, unravelled seat belts,

bicycle inner tubes beyond repair, recycled airbags. Tough stuff - which

makes our products tough, too. As for us, we are Swiss, which means

we are acutely quality-conscious. We apply our recycled materials in a

totally new way, insisting on superlative design and functionality.

Every FREITAG product is made from original tarpaulins of different

colours, markings and contours. So every FREITAG product is a one-

off.

FREITAG bags are on sale at our online shop, in our FREITAG Flagship

Shops (Berlin, Davos, Hamburg, Cologne and Zurich) and in 300 shops

round the world.

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Project

Freitag

projectinitiation:

How is the unique Freitag created?

The FREITAG FACTORY in downtown Zurich, Switzerland, used to be a shed belonging to Maag Zahnräder AG (gear systems

weighing several tons for ocean-going ships and similar applications). Today a crew of nearly 80 work here, in 2800 square

metres of space, in production, logistics and administration in and over the warehouse. FREITAG is proud to be one of the last

industrial companies still in production in the city centre. Here's how a used truck tarpaulin turns into a new FREITAG bag.

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Project

Freitag

projectinitiation:

First, we have to find fine used truck tarpaulins, for which we negotiate with haulage companies Europe-wide. Normally used

tarpaulins are costly to dispose of but, for FREITAG, they are an important raw material. As soon as truck tarpaulins are

replaced anywhere, we buy up the old ones. The more cheerful the colours, the better.

Then the bulky truck tarps must be divided into wearable pieces. It's dirty, heavy, hard work for FREITAG.

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Project

Freitag

projectinitiation:

Then we wash the pieces in our XXXL washing machines. The humming is hypnotic.

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Project

Freitag

projectinitiation:

Washed and combed (brushed flat), the tarpaulins are hand-cut around transparent templates using a cutter knife. Our

designers use transparent templates because they have to decide which cutting looks best on the future bag. The individual

cut-outs are put together, sometimes rearranged, and clipped together. Now they are ready to be made up into a FREITAG bag.

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Project

Freitag

projectinitiation:

The individual fronts, sides, backs and bottoms are arranged, sometimes rearranged and clipped together.

They are now ready to become a bag.

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Project

Freitag

projectinitiation:

The joined pieces are sent out to sewing workshops selected by FREITAG in Switzerland, France, Portugal and Tunisia. These

machinists specialize in seaming our heavy-duty materials.

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Project

Freitag

projectinitiation:

Finally the made-up product returns to us. We check it, take a photograph

(because every one is different) and pack it. Then out it goes into the wide world.

All this is the work that goes into your FREITAG bag.

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Project

Freitag

projectinitiation:

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Project

CURB.

projectinitiation:

CURB is the world's first natural media company.

We offer a range of highly effective media solutions solely using

natural earth elements. We have created a portfolio of unique eco-

advertising services and a crack green team of creative experts, to

provide clients with outstanding natural marketing which impacts on

their target consumer without impacting on the environment.

Our natural media has already achieved worldwide coverage and put

simply we offer a viable and effective choice for clients and agencies

looking to integrate nature into their marketing communications.

Our Approach.

Why can't a great media solution be sustainable, natural and highly

effective? The lack of viable answers to this simple question, is the

inspiration for CURB and forms the basis of everything we do. We are

committed to only ever using natural earth elements in our media

portfolio and providing a range of media which are not only

sustainable and effective but can also generate substantial return on

investment for our clients.

Ultimately we believe that it is not just what you say in your

communications but also the medium you use!

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Project

CURB.

projectinitiation:

Wednesday, September 2, 2009

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Project

CURB.

projectinitiation:

LoGrow.

LoGrow is the worlds first truly green 'eco ad'. Our

award-winning horticulturalists at CURB have created

and developed ingenious ways of re-creating brands and

adverts using high quality shrubs, plants, turf and

natural elements such as wood and natural stone to

create your brand logo in almost any color you can

imagine.

We can re-create almost any advert or logo in crystal

clear quality, which are set in our unique mobile nursery

displays. The LoGrow units can be made to any shape

and the non perishable elements and display unit itself,

are built to last indefinitely. We can also re-plant natural

displays as and when required, perpetually changing the

natural elements used in the unit for continued

maximum impact.

The LoGrow display unit has been specifically designed

as a mobile life support system for the natural advert,

meaning they can be displayed in any indoor

environment for up to 8 weeks.

Wednesday, September 2, 2009

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

Sea Tagging.

Sea tagging is another one of CURB's new media, and is an ideal

solution for raising PR or brand awareness. Sea water is combined

with custom-made equipment, and the resultant advert attracts many

an onlooker before evaporating back into the hands of mother nature.

Having already been utilised in both the UK and US, it's ambient

format is an excellent way of captivating a crowd, especially with a

younger audience. In a similar vein to Clean Advertising, these adverts

can be extremely targeted and literally be sprayed at the feet of the

ideal demographic - or even on them!

In combination with the right message and promotional staff, Sea

Tagging can be used as a mobile means of PR, in which passers-by are

actively involved with the brand through face-to-face interaction.

Wednesday, September 2, 2009

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

Solar Art.

This incredible natural media is created using nothing but the power of

the sun's rays, a magnifying glass and the skill of our artist who is able

to burn the most intricate patterns, portraits and logos into wood.

Our solar artists at CURB are the best in the world and can literally re-

create a stunning solar advert to any size you can imagine. From

astounding outdoor billboards to stunning pieces of corporate art, our

solar media has to be seen to be believed. Our solar artists can also be

commissioned to produce private pieces and have produced work

across the world for parties including the new President of the United

States of America.

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

Clean Advertising.

Clean Advertising is a highly targeted natural media which works by

literally cleaning your advert into almost any high footfall urban

location. Using custom made equipment we create crystal clear

messages by selectively removing dirt, to create a stark contrast

between the dirty surface and original as-new colour of the pavement.

 Our clean advertising lasts anywhere from 2 to 20 weeks and can be

highly targeted around events (CURB has already executed highly

successful campaigns around the Ashes and Wimbledon) or toward a

specific demographic. In 2009 alone our award winning team have

delivered more than 2000 clean ads globally, which is more than any

other company. CURB specialises in delivering local and national

campaigns seamlessly, as well as generating huge ROI for our clients.

Wednesday, September 2, 2009

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Project

CURB.

projectinitiation:

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Project

CURB.

projectinitiation:

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spread thewords:

3.

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Project

Creative for

a Cause.org

spread thewords:

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Project

Creative for

a Cause.org

spread thewords:

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Project

Global Warming

Handbook

spread thewords:

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Project

Global Warming

Handbook

spread thewords:

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Project

Global Warming

Handbook

spread thewords:

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Project

The Story of Stuff

From its extraction through sale, use and disposal, all the stuff in our

lives affects communities at home and abroad, yet most of this is

hidden from view. The Story of Stuff is a 20-minute, fast-paced, fact-

filled look at the underside of our production and consumption

patterns. The Story of Stuff exposes the connections between a huge

number of environmental and social issues, and calls us together to

create a more sustainable and just world. It'll teach you something, it'll

make you laugh, and it just may change the way you look at all the

stuff in your life forever.

spread thewords:

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Project

The Story of Stuff

spread thewords:

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Project

The Story of Stuff

spread thewords:

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Project

GAIA

spread thewords:

GAIA Project.

This is a project thesis tackling directly on the issue of global warming.

Not only that how can the project raise people’s awareness on the

problem, but also how can the project itself become alive and can stay

up by itself sustainably.

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Project

GAIA

The Target Group.

The project tries to tackle the majority of teenagers as target group.

There are teens interested in the environmental issues, but that is only

accounted for less than 10 percent of all Thai teenagers.

How can we persuade those teens to become aware on environmental

issue such as global warming.

spread thewords:

< 10% of Thai teens

> Most of them...

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The Strategy.

The idea that came up was to employ the form of competition as main

strategy in communication.

spread thewords:

Project

GAIA

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The Strategy.

Why competition? The chart above answer the question.

With competition, all parties related to it are happy.

The target group has the possibility to earn reputation and money.

The environmental organization, in this stance, the GAIA, benefit by be

able to spread its message out to majority of teenagers.

Last, the supporting organization, which is where the fund came from,

benefit from social-responsibility status.

spread thewords:

GAIA

the message

targetgroup

supportingorganization

Project

GAIA

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The Strategy.

Given the nature of the competition, it contains endless possibilities of

what kind of competition can be held. Be it music, film, fashion,

literature, art, sculpting, etc. The program can be run for many years.

spread thewords:

MUSIC LITERATURE

FILM FASHION

Q1 Q2

Q3 Q4

Example of Competitions in 2008Project

GAIA

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spread thewords:

Project

GAIA

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spread thewords:

Project

GAIA

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spread thewords:

Project

GAIA

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spread thewords:

Project

GAIA

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Project

GAIA

spread thewords:

registerthe brief

postercorporate

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Project

GAIA

spread thewords:

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Looking forward to yourSustainable mind.

Thank you andHave a nice day…

Sarun Pinyarat

Motion / Graphic Designer

be>our>friend studio

www.beourfriend.org

[email protected]

Wednesday, September 2, 2009

Page 84: Inner Beauty

Q&A session.

Wednesday, September 2, 2009